Pengaruh Strategi Pemasaran Inovatif Dan Berkelanjutan Terhadap Penguatan Human Capital Di Era Future Of Work
Abstract
Abstrak. Perkembangan lanskap kerja yang dipicu oleh disrupsi teknologi dan transformasi digital telah mengubah paradigma organisasi dalam mengelola human capital. Penelitian ini bertujuan menganalisis pengaruh strategi pemasaran inovatif dan berkelanjutan terhadap penguatan human capital di era future of work melalui pendekatan Systematic Literature Review (SLR). Kajian dilakukan terhadap artikel ilmiah yang diterbitkan antara tahun 2020 hingga 2025 dari berbagai basis data terpercaya. Hasil kajian menunjukkan bahwa strategi pemasaran berbasis inovasi, khususnya yang mengintegrasikan teknologi digital dan nilai-nilai keberlanjutan, secara signifikan berkontribusi dalam memperkuat kapabilitas sumber daya manusia organisasi. Temuan ini mengindikasikan bahwa investasi pada employer branding, content marketing, serta strategi pemasaran berbasis data mampu menarik dan mempertahankan talenta unggul yang menjadi komponen utama human capital. Selain itu, pendekatan pemasaran yang berorientasi keberlanjutan terbukti meningkatkan komitmen karyawan dan daya tarik organisasi di pasar tenaga kerja yang kompetitif. Penelitian ini memberikan kontribusi teoritis maupun praktis bagi para pemimpin organisasi dalam merancang strategi yang holistik untuk menghadapi tantangan future of work.
Kata Kunci: Strategi Pemasaran Inovatif, Human Capital, Future Of Work
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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