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All Journal Trending: Jurnal Manajemen dan Ekonomi Pemberdayaan Masyarakat: Jurnal Aksi Sosial
Muhamad Didan Churdianto
Universitas Nahdlatul Ulama Sidoarjo
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering

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Strategi Branding dan Pemasaran Digital untuk Meningkatkan Nilai Jual Produk UMKM di Desa Tlasih, Kecamatan Tulangan, Kabupaten Sidoarjo Lilis Rachmawati; Mariyatul Kiftiyah; Siti Aisah; Fera Nuraini; Mochamad Agiel Putra Regianto; Dayinta Puspa Nala; Muhamad Didan Churdianto; Alfin Ni'am Mahmud; M. Ryan Najwa Syihab; Jeziano Rizkita Boyas
Pemberdayaan Masyarakat : Jurnal Aksi Sosial Vol. 3 No. 3 (2026): September : Pemberdayaan Masyarakat : Jurnal Aksi Sosial
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/aksisosial.v3i3.3588

Abstract

Digitalization has become essential for Micro, Small, and Medium Enterprises (MSMEs) in navigating shifting consumer behaviors and market competition. However, the application of branding and digital marketing strategies among MSMEs in Tlasih Village, Sidoarjo Regency, still requires strengthening. This community service initiative aimed to enhance MSME owners' understanding of branding strategies, product value enhancement, and the use of digital marketing. The program was conducted through an in-person marketing seminar utilizing a participatory approach that encompassed needs assessment, material presentation, discussion, practical exercises, and evaluation. The topics covered included strengthening brand identity, highlighting product value and unique selling points, crafting promotional messages, utilizing social media, creating content, and improving the quality of consumer communication. The results indicate that the seminar provided participants with insights into the importance of a consistent business identity, effectively communicating product advantages, leveraging digital media to expand market reach, and maintaining consistency in promotional activities. The initiative also encouraged participants to view digital marketing as an integral part of business development rather than merely a promotional tool. Although the impact on sales growth could not yet be quantitatively measured, this activity serves as a foundational step toward enhancing the capacity and readiness of MSME owners to implement branding and digital marketing strategies in a more targeted and sustainable manner.
Dampak Perekrutan Berdasarkan Keterampilan terhadap Pengembangan Profesional dan Mobilitas Internal PT. KMHI Muhamad Didan Churdianto; Mochammad Rifky; Wahyu Eko Pujianto
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7427

Abstract

The accuracy of employee screening method selection plays a crucial role in determining human capital quality and organizational operational sustainability. This study examines and analyzes the influence of Skill-Based Hiring (X) on Professional Development (Y1) and Internal Mobility (Y2), while also investigating the mediating role of Professional Development in the relationship between these variables. This research applies a quantitative approach with an explanatory-causal design. Primary data were collected using a structured five-point Likert-scale questionnaire distributed to 120 active employees of PT KMHI, with respondents selected through a simple random sampling technique. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method assisted by SmartPLS 4 software. The structural model results reveal that Skill-Based Hiring has a positive and significant effect on Professional Development (β = 0.535; p-value < 0.001). However, Skill-Based Hiring does not have a significant direct effect on Internal Mobility (β = 0.001; p-value = 0.984). The mediation analysis shows that Professional Development fully mediates the relationship between Skill-Based Hiring and Internal Mobility (indirect effect = 0.516). These findings indicate that skill-oriented recruitment strategies require integration with continuous professional development programs to support employee career mobility and organizational growth.
Co-Authors Alfin Ni'am Mahmud Dayinta Puspa Nala Fera Nuraini Jeziano Rizkita Boyas Lilis Rachmawati M. Ryan Najwa Syihab Mariyatul Kiftiyah Mochamad Agiel Putra Regianto Mochammad Rifky Siti Aisah Wahyu Eko Pujianto