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p-Index From 2021 - 2026
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All Journal International Journal of Community Service Fundamental and Applied Management Journal
Prattana Srisuk
Thai Global Business Administration Technological College, Thailand
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Human Resource Competencies, Digital Marketing, and Market Competition as Determinants of MSME Performance: The Mediating Role of Differentiation Strategy in Ungaran District Kustiyono; Agung Wibowo; Abdul Aziz; Prattana Srisuk
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.950

Abstract

MSMEs face increasing competitive pressures that require effective differentiation strategies, competent human resources, and the adoption of digital marketing practices to sustain business performance. This study examines the influence of human resource competencies, digital marketing, and market competition on MSME performance through the mediating role of differentiation strategy among MSMEs in Ungaran District, Central Java. A quantitative research design was employed involving 72 MSME owners and managers operating in Ungaran District, Central Java. Data were collected using structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that human resource competencies, digital marketing, and market competition contribute to the development of differentiation strategies among MSMEs. The structural model explains 59.4% of the variance in differentiation strategy and 13.5% of the variance in MSME performance. Differentiation strategy plays an important mediating role in linking organizational capabilities and market-oriented practices to MSME performance. The findings highlight the importance of integrating human resource competencies, digital marketing capabilities, and competitive market responses into effective differentiation strategies to enhance MSME performance and competitiveness.
International Culture Awareness: Indonesia-Thailand Joint Community Service Kukuh Arisetyawan; Aminudin Ma‘ruf; Tony Seno Aji; Hendry Cahyono; Wenny Restikasari; Prattana Srisuk; Nico Irawan; Safa Kharisma
International Journal Of Community Service Vol. 4 No. 4 (2024): November 2024 (Indonesia - Thailand - Malaysia)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v4i4.782

Abstract

The introduction of Indonesian culture is carried out through an understanding of ethnicity, art, language, and customs. This cultural sharing is considered effective as a means to promote the nation's culture and increase understanding between nations as a bridge to improve cross-cultural understanding and strengthen bilateral relations between the two countries. By introducing Indonesia's cultural diversity to the Thai people, it is hoped that it can increase understanding of the importance of culture as a form of national identity and maintain social harmony. By using the observation approach, sharing season, and presentation to identify the impact of the introduction of Indonesian culture on the perception of Thai society, with the main focus on cultural understanding, we can establish international cooperation. This study shows that this cultural introduction initiative can enrich Indonesia's cultural insights in the Thailand community, especially in Thai Global Business Administration Technological College (TGBC), as well as make them aware of the importance of culture as a national asset that must be preserved and appreciated. This can open up opportunities for cooperation in academic and non-academic fields, which will later create a closer and mutually beneficial relationship between the two countries.
Co-Authors Abdul Aziz Agung Wibowo Aminudin Ma‘ruf Hendry Cahyono Kukuh Arisetyawan Kustiyono Nico Irawan Safa Kharisma Tony Seno Aji Wenny Restikasari