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The purpose of this study is to determine the relationship between human resource management, training, and motivation in increasing sales in the retail sector. This study uses a qualitative approach with a Case Study method in 5 Retail Stores in West Nabire District, Nabire Regency, Central Papua Province. The research location is in Nabire District, Nabire Regency, Central Papua Province which was conducted for 1 month, namely from February to March 2025. The method of collecting informants was carried out using the Snowball method and obtained informants as many as 72 store employees from 5 retail stores. The data collection technique was carried out using the Triangulation method, namely Observation, Interviews, and Documentation. Data analysis was carried out by organizing data, sorting into one manageable data, synthesizing, searching and finding patterns, finding important things that can be learned, and systematically compiling data obtained from interviews, field notes, and research documentation conducted. The results of the study show that: (a). The average level of employee education is high school. (b). Employee motivation in increasing sales in the retail business is not always influenced by training factors. (c). Employee motivation to increase sales depends on employee comfort in the workplace (environment, bonuses, incentives, and fairness in employee performance appraisals).

This research explores the impact of implementing incentives at the Bu Ira basic food agency in Krian, Sidoarjo on employee performance, with a focus on sales bonuses and non-financial incentives. The research results show that sales bonuses related to target achievement provide additional motivation for employees to increase sales, especially when bonuses are linked to certain products that have higher profits. Additionally, non-financial incentives such as recognition for good performance have proven effective in building team spirit and increasing job satisfaction. The discussion involved understanding that incentive design must be tailored to the grocery store context, taking into account the unique characteristics of this industry. Sales bonuses, when tied to specific types of products, can provide a greater motivational boost for employees. Recognition of good performance can be realized in the form of promotion or additional training, providing added value in employee career development. Flexibility in incentive design, effective communication, and continuous evaluation of the effectiveness of incentive programs are the keys to success. The results of this research provide insight for business owners and managers in the grocery agency industry to design incentive programs that suit employee needs and business goals, as well as accommodate changes in the industrial environment.