STRATEGI PENGEMBANGAN SDM UNTUK MENINGKATKAN DAYA SAING PADA UMKM SEBLAK PRASMANAN TAMAN PERMAI CIRUAS

Abstract

This study aims to analyze the human resource development strategy for improving the competitiveness of Seblak Prasmanan Taman Permai Ciruas, a culinary micro, small, and medium enterprise (MSME). The research employed a qualitative descriptive approach to obtain an in-depth understanding of human resource management practices, existing constraints, and strategic efforts to strengthen business competitiveness. Data were collected through observations, semi-structured interviews with the business owner and employees, and documentation. Data analysis was conducted using NVivo 14 through coding, word frequency analysis, thematic categorization, and relationship mapping to identify key patterns related to human resource development. The findings indicate that the business has a relatively healthy financial condition and employees with high work motivation and adaptability. However, several challenges remain, including the absence of formal training, undocumented standard operating procedures (SOPs), limited digital marketing competencies, and an informal performance evaluation system. NVivo analysis identified five dominant themes: employee training, customer service, digital marketing, performance evaluation, and organizational work culture. Based on these findings, the recommended strategies include implementing regular technical and customer service training, establishing standardized service SOPs, improving digital marketing capabilities through social media and online food delivery platforms, conducting periodic performance evaluations, and fostering a positive organizational culture. These strategies are expected to enhance employee competencies, service quality, customer satisfaction, operational efficiency, and sustainable business competitiveness. The study contributes practical recommendations for MSME owners in developing strategic human resource management to strengthen competitive advantage within Indonesia's increasingly competitive culinary industry.