<![CDATA[The purpose of this study is to analyze internal communication strategies through digital media in enhancing employee engagement at Asuransi Astra. A qualitative approach was employed, utilizing in-depth interviews, observation, literature review, and documentation involving informants engaged in organizational internal communication. The findings indicate that internal communication does not merely function as a means of information dissemination, but also serves as an integrated strategy for fostering employee engagement. The use of digital media such as WhatsApp and email facilitates information distribution and supports participatory two-way communication. Informative, persuasive, and integrative communication functions are carried out through various internal activities, including events, competitions, and campaigns, which are capable of enhancing employee participation. An open and flexible communication climate further cultivates a supportive work environment, while the quality of internal services reinforces positive employee experiences within the organization. These findings demonstrate that effectively managed digital media-based internal communication strategies can serve as a critical factor in enhancing employee engagement. This study offers practical implications for organizations to optimize the use of digital media and to improve the quality and creativity of message delivery, with the aim of sustaining employee engagement, fostering harmonious and productive working relationships, and effectively supporting the achievement of organizational goals.]]>
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