STRATEGI PENINGKATAN MOTIVASI KERJA PEKERJA HARIAN LEPAS (DAILY WORKER) BERBASIS ANALISIS SWOT DI KOTA BANDUNG

This study aims to formulate strategies for improving the work motivation of daily workers in Bandung City by integrating a phenomenological approach with SWOT analysis. Daily workers often face income uncertainty, limited social protection, and weak bargaining power, which negatively affect their motivation. Previous studies have predominantly adopted quantitative or macro-juridical perspectives,leaving a gap in experience-based and operationally measurable motivation strategies. This study employed a convergent mixed-methods design involving 10 respondents selected through purposive and snowball sampling until data saturation was achieved. Data were collected using a 20-item, five-point Likert scale questionnaire, in-depth interviews, and contextual observations. The analysis combined IFAS-EFAS matrices, TOWS strategic mapping, and phenomenological interpretation through triangulation. The findings are expected to contribute theoretically by developing an adaptive work motivation model for flexible workers and practically by providing strategic recommendations for local governments and employers in designing inclusive, measurable, and context-based human resource interventions