HUMAN RESOURCE MANAGEMENT OF SME ACTORS TO ENCOURAGE INNOVATION IN THE CONTEXT OF GREEN ECONOMY IN MAKASSAR CITY

Abstract The type of research is qualitative through a phenomenological approach, while the results show that Human resource management (HRM) in small and medium enterprises in Makassar is important for innovation and sustainable growth in the green economy.Although small businesses still use traditional methods, they must adopt green economy principles such as energy efficiency and waste management.This needs to be supported by talented people through training and an innovative culture.Recruitment strategies based on green skills, continuous training, and green technology, supported by government incentives, can improve the operational efficiency, competitiveness, and reputation of small and medium enterprises. Effective human resource (HR) management is critical to the success of Makassar's SMEs, particularly in implementing the green economy. Feasible strategies include continuous education and training on green practices, building a green work culture, and implementing green technologies. In addition, it is important to engage employees in green initiatives, collaborate with third parties such as the government and NGOs, and regularly monitor and evaluate the effectiveness of green initiatives. These measures, supported by government incentives and funding opportunities, will improve the environmental awareness, operational efficiency and competitiveness of small and medium-sized enterprises. For SMEs in Makassar, effective human resource management (HRM) is essential to support innovation and growth in a green economy Investing in ongoing training, particularly in green technology and sustainable practices, will improve the quality of your workforce and work productivity. Good human resource management encourages innovation in green products and services, promotes compliance with environmental regulations, and enhances a company's image and reputation. Key challenges such as lack of awareness and resources can be overcome with government support and collaboration with various stakeholders. In this way, Makassar SMEs can improve their competitiveness, increase their contribution to environmental protection, and capitalise on green economy opportunities.