Adam Ahmad
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PERAN SUMBER DAYA MANUSIA DALAM IMPLEMENTASI STRATEGI BRANDING UNTUK PENGUATAN PRODUK UMKM Fredy Apritama Djunaidi; Adam Ahmad; Galang Febriansyah; Fadali Rahman; Wahyu Maulana
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 12 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Desember 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i12.1443

Abstract

This study aims to analyze the role of human resources (HR) in implementing branding strategies to strengthen the products of Micro, Small, and Medium Enterprises (MSMEs). The development of the digital era requires MSMEs to build strong and competitive brand identities. However, the success of branding is not solely determined by visual elements, but also by the competence, creativity, and digital literacy of the HR who manage the branding process. This research employs a descriptive qualitative approach through a literature study by reviewing eight relevant scientific journals related to HR, branding, digital marketing, and MSME innovation. The findings indicate that HR plays a strategic role in developing brand identity, managing digital content, fostering product innovation, and strengthening customer relationships, which collectively contribute to increased brand awareness and product competitiveness. Digital literacy among HR is proven to be a crucial factor in optimizing branding strategies on social media, while HR-driven innovation enhances product differentiation and brand value. This study concludes that the integration of HR competencies and branding strategies is essential for strengthening MSME products. Therefore, improving HR capabilities through training in branding and digital marketing is strongly recommended to support MSME sustainability.
SINERGI INKLUSI KEUANGAN DAN LITERASI KEUANGAN DALAM EKOSISTEM DIGITAL TERHADAP KINERJA UMKM DI KOTA SURABAYA Fredy Apritama Djunaidi; Galang Febriansyah; Ach. Royis Rizaldy; Adam Ahmad; Achmarul Fajar
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 5 (2026): Jurnal Riset Multidisiplin Edukasi (Mei 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i5.1908

Abstract

This study aims to analyze the synergy between financial inclusion and financial literacy within the digital ecosystem and its impact on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Surabaya City. The rapid development of digital financial services such as mobile banking, e-wallets, and QRIS has provided broader access for MSMEs to engage with formal financial systems. However, the utilization of these services is still not optimal due to the limited level of financial literacy among business actors. This research employs a descriptive qualitative approach using a literature review method by examining various academic journals, books, and official institutional reports. The findings indicate that financial inclusion in the digital ecosystem improves access to financing, enhances transaction efficiency, and supports market expansion for MSMEs. Meanwhile, financial literacy plays a crucial role in improving financial management capabilities, decision-making processes, and risk control (Lusardi & Mitchell, 2014). Furthermore, this study finds that the synergy between financial inclusion and financial literacy produces a more significant impact on MSME performance compared to when these variables are applied separately. MSMEs that have both access to financial services and adequate financial knowledge tend to experience improvements in income, operational efficiency, competitiveness, and business sustainability (Demirgüç-Kunt et al., 2018). In the context of Surabaya, the digital ecosystem acts as a supporting factor that strengthens this relationship. Therefore, strengthening financial literacy and expanding digital financial inclusion are essential strategies to improve MSME performance sustainably (OJK, 2023).