STRATEGI SDM UMKM DALAM MENGHADAPI DIGITALISASI DAN E-COMMERCE

The aim of this research is to determine the strategy of MSME human resources in facing digitalization and e-commerce. This research approach collects data through literature studies, which involves reading literature from various sources including books, reports, articles and journals using qualitative research. The findings in this research are that there are several strategies for MSME human resources in facing digitalization and e-commerce, including: 1. Increasing digital literacy and competence, so that human resources are able to understand and utilize technology effectively. 2. Recruitment of digitally literate talent, to accelerate technology-based business transformation. 3. Developing an adaptive and innovative work culture, to encourage changes in thinking patterns and the courage to experiment. 4. Utilization of technology in work activities, to improve efficiency and service. 5. Data-based performance management, so that the evaluation and performance improvement process is more measurable and objective. 6. Collaboration and training partnerships, to expand HR access to training and mentoring from external parties. 7. Reskilling and upskilling human resources, so that the MSME workforce remains relevant and ready to face change. With these strategies, MSMEs can not only survive, but can also develop, compete and innovate in the digital era and e-commerce which continues to grow rapidly.