The Boba Beverage business was established with the aim of meeting the public demand for boba drinks that are currently popular. Boba is a tapioca ball that is often the filling of bubble tea drinks. To achieve its vision and mission, Estela Boba needs the right strategy to increase sales and compete with other boba beverage companies that have entered the market. The purpose of this study is to analyze the strategies used by Estela Boba in increasing sales through the use of modern technology. The research method used is a qualitative method with interview and observation techniques. The data sources used are primary data and secondary data. The final result of the research is that there are several strategies used while running the “es te la” business.

Currently, globalization has entered the digitalization era, where digitalization has become one of the most important factors in organizational life. In recent years, there has been a steady increase in the use of technology in HR strategy and planning. This article explains how to apply talent management to develop human resources in this digital era. The method used in writing this article is using the literature review method, which searches databases from various reference sources such as journals, books and necessary data related to talent management. Effective talent management includes not only managing traditional human resources, but also focusing efforts on developing digital skills, identifying talent that fits digital initiatives, and creating a culture of innovation. Flexibility, mobility and giving employees greater responsibility have become important elements in successful talent management in the digital era. The use of technology also plays a key role in talent management with tools and data analytics that support better decision making. Regular evaluation and employee engagement are important aspects in ensuring successful talent management. Effective talent management will help companies remain competitive and ready to face ongoing technological changes.