<![CDATA[This study aims to analyze the HR management strategy in building an innovative and competitive organizational culture at PT. Pelabuhan Kepri. The study uses a qualitative descriptive method with data collection techniques through observation, interviews, and documentation. The results of the study indicate that the main strategies implemented include competency-based recruitment, HR development through continuous training, implementation of a fair reward and punishment system, and increased internal communication to encourage collaboration and creativity. In addition, visionary and adaptive leadership is also a key factor in forming an innovative culture in the company. With this strategy, PT. Pelabuhan Kepri can build a more dynamic work culture, encourage innovation, and increase competitiveness in the port industry.]]>
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