Transformasi Kompetensi SDM UMKM dalam Era Ekonomi Digital: Studi Naratif pada Pengusaha Kuliner Lokal Makassar

Abstract

This study aims to understand the process of transformation of the competence of Human Resources (HR) Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector of Makassar city in the face of the challenges of the digital economy. Through a narrative qualitative approach, the study explores the experiences of 14 culinary entrepreneurs with various business models to explore how new competencies are built, interpreted, and integrated into everyday business practices. The results showed that the transformation of HR competencies is multidimensional, covering five main categories: (1) practical digital technical competencies; (2) learner mindset and adaptive orientation; (3) the ability to curate local value-based product narratives; (4) social networks as a source of learning and collaboration; and (5) digital ethics and emotion management in online interactions. This transformation process not only improves efficiency and competitiveness but also strengthens the meaning of work and social cohesion in the local business ecosystem. The findings confirm that digitalization in Makassar culinary SMEs is a socio-cultural transformation, not just technology. Therefore, effective policies and training must integrate narrative dimensions, community-based mentoring, and inclusive infrastructure and financial support for competency change to generate social and economic sustainability.