An Analysis of the Role of Human Resource Training in Improving the Marketing Performance of PT Yuri Indonesia

<jats:p>This study examines the role of human resource training in supporting marketing performance and formulates a development strategy for PT Yuri Indonesia, Lampung Branch. Using a descriptive qualitative approach, data were collected through interviews, observations, and documentation and analyzed descriptively and through SWOT analysis. Findings reveal strengths in management support, internal resources, working relationships, and strategic location, alongside weaknesses in training continuity, digital competencies, evaluation, and digital marketing utilization. The SWOT analysis identifies the WO strategy as the priority, emphasizing planned, continuous, needs-based training and digital marketing competency development to address internal weaknesses and capitalize on market opportunities. Keywords: Human Resource Training; Marketing Performance; Digital Marketing; SWOT Analysis; Marketing Strategy  </jats:p>