Strategi Manajemen Sumber Daya Manusia Dalam Meningkatkan Kinerja Tenaga Kerja Pada Usaha E-Commerce Di Kota Balikpapan, Kalimantan Timur
DOI:
https://doi.org/10.37385/y94rhm87Keywords:
Manajemen Sumber Daya Manusia, Kinerja Karyawan, *E-commerce*, Kompetensi Digital.Abstract
Pesatnya pertumbuhan *e-commerce* telah mengubah praktik manajemen sumber daya manusia (MSDM), khususnya bagi usaha kecil dan menengah yang menjalankan kegiatan bisnis melalui pasar digital (*marketplace*). Studi ini mengkaji strategi MSDM yang diterapkan oleh pelaku bisnis *e-commerce* di Kota Balikpapan, Kalimantan Timur, untuk meningkatkan kinerja tenaga kerja di tengah persaingan digital yang semakin ketat. Pendekatan studi kasus kualitatif diterapkan dalam penelitian ini melalui wawancara dengan pemilik bisnis, karyawan operasional, dan konsumen aktif. Data dianalisis menggunakan model interaktif Miles, Huberman, dan Saldaña, yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Temuan penelitian menunjukkan bahwa retensi karyawan menjadi tantangan yang lebih besar dibandingkan perekrutan akibat perubahan cepat pada algoritma *marketplace*, sistem promosi digital, dan meningkatnya ekspektasi pelanggan. Pemilik bisnis menekankan pentingnya pelatihan digital berkelanjutan, insentif berbasis kinerja, pengaturan kerja yang fleksibel, dan pengembangan keterampilan ganda (*multi-skilling*) sebagai strategi MSDM utama untuk meningkatkan kinerja organisasi. Karyawan memandang peluang pembelajaran berkelanjutan dan sistem penghargaan sebagai faktor penting yang memengaruhi motivasi serta komitmen kerja mereka. Sementara itu, konsumen mengaitkan responsivitas karyawan dan kualitas layanan dengan daya saing organisasi. Artikel ini menyimpulkan bahwa kompetensi digital, kepemimpinan adaptif, dan pengembangan sumber daya manusia yang berkelanjutan merupakan sumber daya strategis yang esensial bagi keberlangsungan bisnis *e-commerce*. Temuan konseptual studi ini memberikan wawasan praktis yang dapat menjadi landasan bagi penelitian empiris di masa depan mengenai manajemen sumber daya manusia berbasis digital di Indonesia.
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