Strategi Peningkatan Kinerja Sumber Daya Manusia Bidang Pemasaran di PT Bank Sumut Kantor Pusat Medan

Abstract

This study aims to analyze internal and external factors influencing the performance improvement of human resources (HR) in the marketing division. The main focus of this research is to measure the conformity level between employees’ perceptions of current conditions and the company’s ideal expectations. The research method employed is a descriptive quantitative approach, with data collected through questionnaires distributed to marketing department employees. The research findings indicate that internal factors include training (86%), motivation (82%), competence (81%), work discipline (81%), job satisfaction (85%), and communication (83%). Although most indicators fall within the "fairly satisfactory" category, aspects such as job satisfaction and work discipline are still considered less satisfactory in relation to the training provided by the company. Meanwhile, external factors include work environment (81%), organizational commitment (85%), technology (77%), and organizational culture (87%). These results suggest that although organizational culture has the highest conformity level, technology has the lowest, highlighting the need for greater attention to modernization and technological support in marketing tasks. Overall, the results of this study are expected to serve as a reference for management in designing more effective HR development strategies that are responsive to the demands of the digital era