<![CDATA[This study aims to analyze in depth the human resource management (HRM) strategies in improving employee performance at the PT JVC Kenwood Cooperative. This research employs a qualitative approach with a descriptive exploratory method to describe actual conditions in the field. Data were collected through in-depth interviews, direct observation, and documentation involving cooperative management and employees. The results indicate that the implemented HRM strategies include systematic workforce planning, internal-based recruitment, training and competency development, provision of both intrinsic and extrinsic work motivation, and the application of a continuous performance evaluation system. The implementation of these strategies has proven effective in improving employee productivity, discipline, and work quality. In addition, these strategies contribute to creating a conducive work environment, increasing job satisfaction, and strengthening employee loyalty to the cooperative. Therefore, effective human resource management plays a crucial role in supporting the success of cooperative organizations in achieving their goals optimally.]]>
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