Peran Budaya dalam Manajemen Sumber Daya Manusia sebagai Pendorong Kinerja Pemasaran
Abstract
Abstract: This study explores the role of innovation culture in human resource management (HR) as a driver of marketing performance. Using a qualitative research method based on Systematic Literature Review (SLR), this study aims to identify the main patterns, key factors, and challenges in the implementation of innovation culture in human resources that have an impact on the effectiveness of marketing strategies. The literature search was conducted through Scopus, DOAJ, and Google Scholar with inclusion criteria for published studies in the range of 2015–2025 that focused on the relationship between innovation in human resources and marketing. Data were analyzed through thematic synthesis to identify research trends and gaps. The results show that the culture of innovation in HR increases creativity, productivity, and competitiveness of organizations, but still faces obstacles such as organizational culture misalignment, limited resources, resistance to change, and less adaptive leadership. HR innovation strategies have been proven to improve work efficiency, especially in MSMEs and technology-based industries, but their implementation is still hampered by rigid bureaucracy and poor practice integration. Therefore, future research needs to focus on innovative leadership models, change management strategies, and technology integration in innovation-based HR to improve organizational competitiveness in the digital era.
Abstrak: Penelitian ini mengeksplorasi peran budaya inovasi dalam manajemen sumber daya manusia (SDM) sebagai pendorong kinerja pemasaran. Dengan menggunakan metode penelitian kualitatif berbasis Systematic Literature Review (SLR), studi ini bertujuan untuk mengidentifikasi pola utama, faktor kunci, serta tantangan dalam penerapan budaya inovasi dalam SDM yang berdampak pada efektivitas strategi pemasaran. Pencarian literatur dilakukan melalui Scopus, DOAJ, dan Google Scholar dengan kriteria inklusi studi terpublikasi dalam rentang 2015–2025 yang berfokus pada hubungan inovasi dalam SDM dan pemasaran. Data dianalisis melalui sintesis tematik untuk mengidentifikasi tren dan kesenjangan penelitian. Hasil penelitian menunjukkan bahwa budaya inovasi dalam SDM meningkatkan kreativitas, produktivitas, dan daya saing organisasi, namun masih menghadapi hambatan seperti ketidaksejajaran budaya organisasi, keterbatasan sumber daya, resistensi terhadap perubahan, dan kepemimpinan yang kurang adaptif. Strategi inovasi SDM terbukti meningkatkan efisiensi kerja, terutama dalam UMKM dan industri berbasis teknologi, tetapi implementasinya masih terkendala oleh birokrasi yang kaku dan integrasi praktik yang buruk. Oleh karena itu, riset mendatang perlu difokuskan pada model kepemimpinan inovatif, strategi manajemen perubahan, serta integrasi teknologi dalam SDM berbasis inovasi guna meningkatkan daya saing organisasi di era digital.
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