Dari Eropa ke Asia Tenggara: Membandingkan Strategi SDM Polisentris Spotify terhadap Perbedaan Budaya

Mohammad Rafiiq; Naomi Fito; Dinar Ageng Dwi Pangestuti; Safina Rayya Jasmin; Rizka Azhara Nabiyaa; Diki Putra Setianto

doi:10.31004/riggs.v5i2.9562

Authors

Mohammad Rafiiq Universitas Negeri Surabaya
Naomi Fito Universitas Negeri Surabaya
Dinar Ageng Dwi Pangestuti Universitas Negeri Surabaya
Safina Rayya Jasmin Universitas Negeri Surabaya
Rizka Azhara Nabiyaa Universitas Negeri Surabaya
Diki Putra Setianto Universitas Negeri Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.9562

Keywords:

MSDM Polisentris, Spotify, Dimensi Budaya Hofstede, Komunikasi Lintas Budaya, Pasar ASEAN, Indonesia, Singapura, Strategi Pemasaran Global

Abstract

Globalisasi mendorong perusahaan multinasional untuk mengadaptasi strategi manajemen sumber daya manusia (MSDM) lintas budaya. Penelitian ini bertujuan menganalisis secara komparatif penerapan model MSDM polisentris Spotify antara klaster pasar Eropa, yang diwakili oleh Swedia, Jerman, Belanda, dan Inggris sebagai pasar utama sekaligus pembentuk DNA korporat Spotify, dan klaster pasar Asia Tenggara (ASEAN), dengan Indonesia, Thailand, dan Singapura sebagai perwakilan klaster ASEAN. Melalui pendekatan tinjauan literatur kualitatif sistematis terhadap publikasi tahun 2019–2024, penelitian ini mengkaji dua dimensi utama: (1) sistem komunikasi internal dan evaluasi kinerja melalui lensa dimensi budaya Hofstede serta teori konteks tinggi-rendah Edward T. Hall, dan (2) strategi pemasaran lintas budaya sebagai refleksi dari nilai-nilai tempat kerja. Temuan menunjukkan adanya kesenjangan signifikan antara konsensus budaya kerja egalitarian, rendah-konteks, dan individualistis yang dominan di klaster Eropa dengan norma kolektivistis, hierarkis, dan tinggi-konteks yang dominan di klaster ASEAN, terutama Indonesia, Thailand, dan Singapura. Analisis juga mengungkap bahwa konsep lokal seperti ‘paternalisme’ dan ‘asas kekeluargaan’ menjadi mediator kultural yang belum cukup diakomodasi dalam kerangka teori Hofstede standar. Spotify menunjukkan upaya lokalisasi terbatas melalui kampanye pemasaran berbasis narasi lokal, namun struktur MSDM internalnya masih mencerminkan dominasi nilai-nilai budaya Eropa. Penelitian ini berkontribusi pada pengembangan kerangka MSDM polisentris hibrid yang lebih kontekstual untuk perusahaan teknologi multinasional asal Eropa yang beroperasi di pasar ASEAN berkembang.

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