STRATEGI PENGEMBANGAN SUMBER DAYA MANUSIA BERDASARKAN PERAN TEKNOLOGI DIGITAL, DAN KERJA TIM UMKM GENERASI Z DI SUKABUMI

This study aims to analyze human resource (HR) development strategies in Generation Z MSMEs in Sukabumi, focusing on the role of digital technology and teamwork. This study uses a descriptive qualitative approach with a case study method, involving ten informants from MSMEs managed by Generation Z. The results show that digital technologies such as Instagram, TikTok, WhatsApp, Google Drive, and Canva play an important role in supporting marketing, communication, and creative content management. However, there are still challenges such as low digital literacy, internet network constraints, and limited understanding of digital tools. In addition, teamwork is a crucial factor in the success of MSMEs. Gen Z teams tend to be adaptive, quick to communicate, and collaborative, but face obstacles such as inconsistency and an overly relaxed work style. Effective HR development strategies include empowerment based on interests, project-based learning, two-way feedback, and the creation of a flexible and enjoyable work environment. This study recommends gradually improving digital literacy and strengthening team communication as part of sustainable human resource development efforts in the context of digital MSMEs.
Keywords: Human Resource Development, Digital Technology, Teamwork, Generation Z, MSMEs, Sukabumi.