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All Journal Jurnal Ilmiah Manajemen Kesatuan INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Mohammad Aldrin Akbar
Universitas Yapis Papua, Indonesia
Economics, Econometrics & Finance Social Sciences

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STRATEGIC HUMAN RESOURCE OPTIMIZATION IN BUSINESSMANAGEMENT AMIDST THE TECHNOLOGICAL EPOCH FOR ADVANCING PROFITABILITY AND SUSTAINABILITY IN INDONESIA Albert Budiyanto; A. Hamid; Muhammad Syafri; A. Haris Mzen; Mohammad Aldrin Akbar
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 6 (2024): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

In the study "Strategic Human Resource Optimization in Business Management Amidst the Technological Epoch for Advancing Profitability and Sustainability in Indonesia," we investigated the dynamic interplay between human resource strategies, technological advancements, and their impact on business profitability and sustainability in the Indonesian context. Our research employed a mixed- method approach, incorporating quantitative and qualitative data collection techniques. We analyzed extensive data from various Indonesian businesses spanning multiple sectors and industries. These data were meticulously gathered and processed, utilizing advanced statistical tools and software to derive meaningful insights. The study's results indicated a compelling relationship between the optimization of human resources, driven by strategic initiatives, and the ability of businesses to thrive in the modern technological era. We observed a positive correlation between such optimization and enhanced Profitability and the ability to maintain sustainable operations, even in the face of industry disruptions. The discussion section delved into the nuanced interpretations of the results, emphasizing the critical role of human capital in adapting to technological changes and steering companies toward financial success and long-term sustainability. This understanding has significant implications for businesses aiming to navigate the challenges of the digital age while maintaining their commitment to sustainability. In conclusion, this study underscores the importance of strategically optimizing human resources in the context of technological advancements for both Profitability and sustainability in Indonesian businesses. It provides valuable insights for business leaders and policymakers seeking to develop strategies that align with the demands of the modern business landscape.
The Effect of Digital Marketing Dimensions on Brand Awareness and Purchase Decisions through Brand Awareness in MSMEs Mohammad Aldrin Akbar
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5205

Abstract

This study aims to examine the influence of digital marketing dimensions, such as social media marketing, content marketing, email marketing, and online advertising, on purchase decisions, while also analyzing the mediating role of brand awareness in the context of the MSMEs digital economy. A quantitative approach using PLS-SEM with 5,000 bootstrap resamples was applied to analyze direct and indirect relationships among variables based on data from MSME consumers. The findings reveal that social media marketing has the strongest direct effect on purchase decisions and also significantly enhances brand awareness. Content marketing and online advertising significantly improve brand awareness but do not directly influence purchase decisions. Instead, their effects on purchasing behavior occur indirectly through brand awareness. Email marketing shows no significant impact on either brand awareness or purchase decisions. Furthermore, brand awareness significantly affects purchase decisions and mediates the effects of content marketing, online advertising, and social media marketing, but not email marketing. These results highlight the central role of brand awareness as a cognitive bridge between digital marketing strategies and consumer behavior. For MSMEs, engagement-driven and awareness-building strategies are more effective than direct promotional communication in driving purchasing decisions.
Co-Authors A. Hamid A. Haris Mzen Budiyanto, Albert Muhammad Syafrie