<![CDATA[ABSTRACT This study aims to analyze the business owner's strategies in managing human resources (HR), identify the obstacles encountered, and determine the influence of HR management strategies on Toko Bangunan Maju Jaya in Madu Sari Village, Kubu Raya Regency. This study employed a qualitative approach with a descriptive case-study design. Data was collected through in-depth interviews with the owner and six employees, non-participant observation, and documentation, then analyzed through data reduction, data presentation, and conclusion drawing, with credibility established through source, technique, and time triangulation. The results show that HR management strategies are implemented through trust-based recruitment relying on local proximity and honesty, on-the-job training for new employees, financial and non-financial incentives, direct supervision through attendance records and CCTV, and a family-oriented work culture. These strategies contribute to employee comfort, loyalty, and work continuity. However, challenges remain in structured career development, and long-term welfare guarantees such as employment insurance. Therefore, a more structured career path system and periodic training program are needed to ensure that HR management at small and medium enterprises can be implemented effectively and sustainably.]]>
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