Peran SDM Berorientasi Inovasi terhadap Optimaliasasi Promosi

Small-scale businesses must be able to carry out promotional activities optimally so that consumers can more widely know the products offered. Amid tight competition, innovation-oriented human resources are the main requirement, especially for small-scale or growing businesses. Innovation-oriented human resources will be able to optimize promotional activities in order to retain customers and attract new consumers and new markets. This study aims to determine the role of innovation-oriented human resources in optimizing promotions at ChickenBim in Palu City. The type of research used is qualitative. The types of data used consist of qualitative data, with data collection methods being observation, interviews, and documentation. The data sources used are primary data and secondary data. The analysis method in this study is descriptive qualitative. The results of this study indicate that the role of innovation-oriented human resources with idea exploration (finding ideas), idea generation (forming ideas), idea championing, fighting for ideas, and idea implementation (implementing ideas) has been proven to optimize promotions at ChickenBim businesses which include advertising activities (advertising), sales promotion (sales promotion), personal selling (personal selling), public relations (public relations), and direct marketing to digital marketing (direct and digital marketing). These findings have practical implications for businesses, empowering them to apply these strategies in their own promotional activities.