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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management Journal of Artificial Intelligence and Digital Business
Amrullah, Asriyani
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Pengembangan Kapasitas Karyawan UMKM Melalui Pemasaran Berbasis Komunitas dan Pengaruhnya Terhadap Keunggulan Bersaing Amrullah, Asriyani; Nurhikmah, Andi Reski; Muhrami, Siti Nardiyah
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 3 (2025): November 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i3.4346

Abstract

This study aims to analyze the development of MSME employees’ capacity through community-based marketing and its influence on competitive advantage in the digital era. As the backbone of Indonesia’s economy, MSMEs face challenges in human resource quality, particularly in digital literacy and marketing skills. Adopting a descriptive qualitative approach, this research was conducted among MSMEs in Makassar City that actively use social media to engage with customer communities. Data were collected through in-depth interviews, participatory observations, and documentation, then analyzed thematically using NVivo software. The findings demonstrate that enhancing employees’ skills in digital literacy, communication, and community data analysis significantly contributes to customer loyalty, product innovation, as well as brand differentiation and identity. Community-based marketing not only fosters stronger emotional relationships with customers but also improves marketing efficiency through word-of-mouth and accelerates innovation cycles through co-creation practices. These results suggest that MSMEs’ competitive advantage is multidimensional, shaped by the synergy between human resource capacity development, digital community management, and dynamic capabilities in adapting to market changes. Furthermore, this study highlights the role of digital platforms as enablers of sustainable marketing practices, reinforcing MSMEs’ adaptability and resilience in the globalized marketplace. Consequently, the study contributes to digital marketing literature and offers practical recommendations for MSMEs, including continuous employee training, collaborative innovation, and strategic use of social media, to sustain competitiveness in increasingly dynamic and globalized business environments.
Eksplorasi Beban Ekonomi dan Strategi Coping Pekerja Milenial dan Generasi Z Di Kota Makassar Mildayanti, Mildayanti; Sudarmi, Sudarmi; Muhrami , Siti Nardiyah; Tahir, Sumiati; Amrullah, Asriyani
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5663

Abstract

Penelitian ini mengeksplorasi beban ekonomi yang dihadapi pekerja milenial dan Generasi Z di Kota Makassar serta strategi coping yang mereka terapkan dalam menghadapi tekanan finansial. Menggunakan pendekatan kualitatif dengan metode fenomenologi, penelitian ini melibatkan 24 informan yang terdiri dari 12 pekerja milenial (lahir 1981-1996) dan 12 pekerja Generasi Z (lahir 1997-2012) yang bekerja di berbagai sektor di Kota Makassar. Data dikumpulkan melalui wawancara mendalam dan dianalisis menggunakan analisis tematik. Perbedaan karakteristik coping antara milenial dan Generasi Z mencerminkan konteks sosio-historis yang membentuk masing-masing generasi, di mana milenial lebih berorientasi pada stabilitas jangka panjang sementara Generasi Z lebih agile dan adaptif terhadap perubahan. Namun, kedua generasi sama-sama menghadapi structural challenges yang memerlukan intervensi kebijakan di level makro, bukan hanya solusi individual.  Hasil penelitian menunjukkan bahwa pekerja milenial dan Generasi Z menghadapi beban ekonomi yang signifikan, meliputi tingginya biaya hidup, tekanan untuk memenuhi gaya hidup digital, beban tanggungan keluarga, dan ketidakpastian ekonomi pasca-pandemi. Strategi coping yang diterapkan mencakup: (1) diversifikasi sumber pendapatan melalui pekerjaan sampingan dan freelance; (2) optimalisasi teknologi digital untuk pengelolaan keuangan; (3) pembentukan komunitas berbagi sumber daya; dan (4) penyesuaian ekspektasi gaya hidup. Temuan ini mengindikasikan perlunya kebijakan yang mendukung kesejahteraan ekonomi pekerja muda, termasuk peningkatan literasi keuangan, akses terhadap pekerjaan yang layak, dan sistem perlindungan sosial yang adaptif terhadap karakteristik generasi digital.
Co-Authors Mildayanti, Mildayanti Muhrami , Siti Nardiyah Muhrami, Siti Nardiyah Nurhikmah, Andi Reski Sudarmi Sudarmi Tahir, Sumiati