Analysis Of Digital Literacy-Based Human Resource Empowerment As A Strategy For Strengthening Culinary Msmes

Abstract

Culinary MSME owners are now expected to be present in digital spaces, yet owning a mobile device does not guarantee the ability to use it to grow a business. This study examines the level of digital literacy among human resources (HR) in culinary micro, small, and medium enterprises (MSMEs) in Binjai Estate Village, Binjai City, how HR empowerment efforts take place, and what they mean for business development. A descriptive qualitative approach with a case study design was used. Data were collected from 12 key informants (business owners and managers) through semi-structured interviews, field observation, document analysis of social media accounts and business records, and a focus group discussion (FGD). The analysis followed the interactive model of Miles, Huberman, and Saldaña, with source and method triangulation to safeguard the trustworthiness of the data. The findings show that informants' digital literacy was at a basic to early-intermediate level. All informants used smartphones and instant messaging applications to communicate with customers, but only about four to five promoted their products consistently on social media. Knowledge of digital security and customer data management remained limited. HR empowerment took place informally, through self-directed learning, help from family, and information exchange among business owners, while digital activity was concentrated in the owner. About half of the informants experienced early benefits in the form of wider customer reach and faster ordering, but effects on turnover and business sustainability were not yet visible. These results point to the importance of practical, contextual, and continuous mentoring that involves universities and local government.