THE ROLE OF HUMAN RESOURCE MANAGEMENT IN INCREASING THE WORK PRODUCTIVITY OF PT KREASI DIGITAL UNIKAYA COMPANY

Based on the rapid development of technology and communication, digital transformation is an absolute necessity for various business sectors to remain competitive in the industrial era 4.0. Digital agencies, as strategic partners, play an important role in helping businesses to increase their presence in the digital world through innovation and efficiency in managing human resources (HR). PT Kreasi Digital Unikaya, a digital agency in Bali, faces various challenges in implementing human resource management (HRM), including employee competency and performance management. This research aims to analyse the implementation of HRM in improving employee performance as well as identify the obstacles faced during the process. The research method used is descriptive qualitative with data collection techniques through interviews. The results showed that HRM at PT Kreasi Digital Unikaya covers six main aspects: human resource development, selfdevelopment, promotion, quality, timeliness of work, and interpersonal impact. However, there are some challenges, such as the lack of awareness of employees to develop themselves, the absence of promotions, and delays in completing tasks. On the other hand, job satisfaction and interpersonal collaboration were noted to be high. This research suggests enhancing training programmes, developing performance-based promotion policies, and managing working time more effectively to support the company's productivity and competitiveness.