ANALISIS KINERJA PT. MAHAKA MEDIA TBK MENGGUNAKAN PENDEKATAN BALANCED SCORECARD (BSC) PERIODE 2024

Abstract

This study aims to analyze the performance of PT Mahaka Media Tbk in 2024 using the Balanced Scorecard (BSC) approach, which covers four main perspectives: financial, customer, internal business processes, and learning and growth. The research uses a quantitative descriptive method with document analysis based on the company's 2024 Annual and Sustainability Reports. The results show that the company's financial performance has recovered significantly, marked by a 3.92% increase in revenue and 110.64% growth in net profit, despite a weak capital structure due to high liabilities. From a customer perspective, increased engagement and the success of digital units such as Noice and MahakaX indicate an improvement in customer perception and loyalty. The internal business process perspective shows an increase in efficiency, although the operating margin is still negative. Meanwhile, from a learning and growth perspective, ROA of 2.30% reflects an increase in productivity through the strengthening of digital competencies and innovation. Overall, PT Mahaka Media Tbk is in a phase of positive recovery and transformation, but still needs to strengthen its financial structure, operational efficiency, and human resource capacity development to achieve sustainable growth.