STRATEGI PENGELOLAAN SUMBER DAYA MANUSIA (SDM) GUNA PENINGKATAN KINERJA KARYAWAN DI ERA DIGITAL

Abstrak

Studi ini mengkaji strategi SDM digital Mixue yang menjawab tantangan era digital dan kebutuhan tenaga kerja muda. Menganalisis implementasi digital dalam rekrutmen, pelatihan, dan evaluasi kinerja di Mixue Teluk Jambe. Menilai HRIS, efektivitas pelatihan digital, dampak produktivitas, dan tantangan integrasi teknologi yang berorientasi pada kaum muda. Penelitian studi kasus kualitatif ini mengkaji strategi SDM digital Mixue Teluk Jambe. Penelitian dilakukan melalui wawancara mendalam dan observasi langsung terhadap kepala toko dan karyawan selama bulan Mei 2025. Lokasi tersebut dipilih sebagai representasi tantangan digitalisasi ritel F&B lokal. Data disajikan secara deskriptif untuk menggambarkan dengan jelas praktik manajemen SDM, persepsi karyawan, dan implementasi teknologi di lapangan. Mixue Teluk Jambe mengoptimalkan manajemen SDM melalui tiga pendekatan digital: pelatihan teknologi untuk operasi harian, sistem HRIS terintegrasi, dan komunikasi melalui WhatsApp (internal) dan Instagram (eksternal). Implementasi ini telah berhasil meningkatkan efisiensi operasional, memperkuat kolaborasi tim, dan menarik talenta muda melalui strategi digital yang adaptif. Mixue Teluk Jambe meningkatkan kinerja bisnis melalui transformasi SDM digital yang menampilkan: pelatihan teknologi, sistem rekrutmen HRIS, dan komunikasi WhatsApp/Instagram. Pengembangan ke depan memerlukan: aplikasi terintegrasi, pelatihan microlearning, dan perluasan TikTok/LinkedIn. Strategi ini memperkuat daya saing sekaligus berfungsi sebagai model SDM digital bagi bisnis F&B.

This study examines Mixue's digital HR strategy that addresses the challenges of the digital era and the needs of the young workforce. Analyzing digital implementation in recruitment, training, and performance evaluation at Mixue Teluk Jambe. Assessing HRIS, digital training effectiveness, productivity impact, and youth-oriented technology integration challenges. This qualitative case study research examines Mixue Teluk Jambe's digital HR strategy. The research was conducted through in-depth interviews and direct observation of store managers and employees during May 2025. The location was chosen as a representation of the challenges of local F&B retail digitalization. Data is presented descriptively to clearly describe HR management practices, employee perceptions, and technology implementation in the field. Mixue Teluk Jambe optimizes HR management through three digital approaches: technology training for daily operations, an integrated HRIS system, and communication via WhatsApp (internal) and Instagram (external). This implementation has successfully improved operational efficiency, strengthened team collaboration, and attracted young talent through adaptive digital strategies. Mixue Teluk Jambe improves business performance through digital HR transformation featuring: technology training, HRIS recruitment system, and WhatsApp/Instagram communication. Future developments require: integrated applications, microlearning training, and TikTok/LinkedIn expansion. This strategy strengthens competitiveness while also serving as a digital HR model for F&B businesses.