<![CDATA[This study aims to analyze the role of human capital management in improving business activities at Aldiama Spice Shop, a micro, small, and medium enterprise (MSME) in Medan. The background of this study stems from the importance of human capital as a strategic asset for the sustainability of small businesses, which often face limitations in capital, technology, and organizational structure. The research method used is a qualitative approach with a case study through in-depth interviews, participatory observation, and documentation. The results show that human capital management contributes significantly to improving business performance through several aspects, namely simple but selective recruitment, practice-based training, financial and non-financial incentives, and a reward system for outstanding employees. In addition, employee involvement in daily operations, harmonious working relationships, and their contribution to increased sales have proven to be important factors for business sustainability. However, this study also found obstacles in the form of differences of opinion between owners and employees that have the potential to affect managerial effectiveness. Thus, it can be concluded that human capital plays a key role in the success of MSMEs, requiring a more structured, sustainable, and adaptive management strategy in line with market developments.]]>
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