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All Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA)
Sarah Nursa’diah Hidayat
Universitas Adhirajasa Reswara Sanjaya
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Environmental Science

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PERAN STRATEGIS PENGEMBANGAN SDM DALAM MENCAPAI KEUNGGULAN BERSAING Nur Syafira Ramona; Nur Afifah Lutfina; Sarah Nursa’diah Hidayat; Silfia Rachim; Mira Veranita
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 1 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i1.164

Abstract

In the era of globalization and rapid technological advancement, human resource development (HRD) plays a strategic role in achieving competitive advantage for organizations. This study uses a qualitative descriptive approach through literature review to explore the role of HRD strategies in enhancing employee competencies, loyalty, and an innovative work culture that supports organizational performance. Findings indicate that integrating HR functions into business strategies, along with leveraging technologies such as AI and VR, strengthens the effectiveness of employee training and development. Planned and continuous HR development not only improves individual quality but also enhances organizational competitiveness in facing global challenges. Therefore, HR development should be prioritized strategically in organizational planning to support sustainable growth and business continuity.
DINAMIKA FILOSOFI PEMASARAN: ANALISIS PERUBAHAN DARI PRODUKSI MASSAL KE PEMASARAN SOSIAL Sarah Nursa’diah Hidayat; Nur Syafira Ramona; Acep Rohendi
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 2 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i2.203

Abstract

This study discusses the dynamics of changes in marketing orientation in Indonesia, from a mass production paradigm that focuses on cost efficiency to social marketing that emphasizes human values, ethics, and sustainability. The background of this research stems from the reality that the mass production approach is no longer able to meet the increasingly diverse needs of consumers and often neglects social and environmental aspects. The purpose of this research is to analyze the driving factors, transition mechanisms, and strategic implications of this marketing paradigm shift. This research uses a qualitative approach by examining various relevant literature and research results in Indonesia. The results of the study show that digitalization, the role of influencers, and marketing practices in MSMEs and the public sector strengthen the transition to social marketing. The conclusion of the study confirms that the success of contemporary marketing is not only determined by economic achievements, but also by the social contributions and sustainability that can be created.
PENGUATAN BRANDING DIGITAL UMKM KULINER MELALUI OPTIMALISASI MEDIA SOSIAL Mira Veranita; Achmad Dheni Suwardhani; Ria Yuli Angliawati; Mita Wydaswara; Sarah Nursa’diah Hidayat; Ahmad Sahidin
JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA) Vol 5 No 1 (2026): JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA)
Publisher : ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/adidharma.v5i1.292

Abstract

The rapid growth of digital technology has transformed marketing strategies for Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector, where visual promotion and customer engagement play an essential role. However, many culinary MSMEs still face challenges in managing social media effectively due to limited digital literacy, inconsistent branding, and inadequate content creation skills. This community service program aimed to optimize social media utilization as a digital promotion tool for Dehenz MSME, a culinary business operating in the bakery, catering, and coffee shop sectors in Bandung Regency, Indonesia. The program employed a participatory mentoring approach through several stages, including problem identification, program planning, training implementation, mentoring, monitoring, and evaluation. Activities focused on digital marketing education, visual branding development, content creation training, Instagram feature optimization, and content planning assistance. The results demonstrated significant improvements in the partner’s understanding of digital marketing strategies, the quality and consistency of promotional content, the utilization of Instagram features such as reels and stories, and customer engagement on social media platforms. In addition, the program successfully strengthened the digital branding identity of the business and enhanced the partner’s ability to manage social media independently and systematically. The study concludes that practice-based social media mentoring is effective in improving the digital marketing capacity and competitiveness of local culinary MSMEs in the digital economy era.
Co-Authors Acep Rohendi Achmad Dheni Suwardhani Ahmad Sahidin Mita Wydaswara Nur Afifah Lutfina Nur Syafira Ramona Ria Yuli Angliawati Silfia Rachim Veranita, Mira