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All Journal International Journal of Management Science and Information Technology (IJMSIT) Jurnal Mahasiswa Manajemen dan Akuntansi
Raudatul Jannah
Sekolah Tinggi Keguruan dan Ilmu Pendidikan PGRI Situbondo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimizing the Human Resource Management Function in Improving Employee Performance in the Digital Era at PT Bahana Swara Asembagus Yasmin Naini Bahanan; Lusi Endang Sri Darmawati; Raudatul Jannah
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6987

Abstract

This study aims to analyze the optimization of the human resource management (HRDM) function in improving employee performance in the digital era at PT Bahana Swara Asembagus, focusing on the implementation of the HRM function, optimization efforts, and obstacles faced. The research uses a descriptive qualitative approach with data collection techniques through interviews, observations, and documentation, and is analyzed using data reduction, data presentation, and conclusion drawing with validity test through triangulation. The results show that the implementation of the HR function—including HR planning, training and development, and performance assessment—has been running but is still dominated by conventional approaches and has not been digitally integrated. Optimization efforts are carried out through the use of technology in work operations, improving employee digital competence, and using digital communication media, although it is still partial. The main obstacles include the limitations of technological infrastructure, low digital literacy, resistance to change, and the absence of a structured training system. This research emphasizes that optimizing human resources in the digital era requires a holistic and integrated approach between technology, human resource development, and organizational culture to improve employee performance in a sustainable manner.
Analisis Strategi Pemasaran untuk Meningkatkan Penjualan di Depot Sari Rasa Situbondo Ria Murdani; Dassucik Dassucik; Raudatul Jannah
Jurnal Mahasiswa Manajemen dan Akuntansi Vol. 5 No. 2 (2026): Oktober : JUMMA'45: Jurnal Mahasiswa Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jumma45.v5i2.8141

Abstract

A marketing strategy is a series of planned efforts undertaken by business owners to introduce products to consumers, attract buyers, and retain customers. This study aims to identify and analyze the marketing strategies implemented by Depot Sari Rasa Situbondo. The approach used in this study is qualitative. Data were collected through direct observation and in-depth interviews with the business owner, employees, and several customers. The results indicate that consistent taste quality is the primary factor in attracting and retaining customers. This is supported by the business owner’s statement: “We have a distinctive local flavor that is difficult to imitate because this depot has passed down its food recipes from generation to generation.” “Prices are still adjusted to purchasing power and market rates.” This strategy demonstrates the application of market-based pricing aimed at maintaining the business’s competitiveness. In terms of promotion, there are still weaknesses because the use of digital media has not been maximized. Consistent product quality is a form of product excellence that lies at the heart of customer satisfaction. Sales growth at Depot Sari Rasa depends not only on product quality but also on an overall marketing strategy. The integration of product quality, appropriate pricing, and broader use of digital promotions is key to enhancing the business’s competitiveness.
Co-Authors Dassucik Dassucik Lusi Endang Sri Darmawati Ria Murdani Yasmin Naini Bahanan