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All Journal Jurnal Sosiologi Dialektika Sosial Journal of Community Service and Society Empowerment
Muhammad Adam
Universitas Syiah Kuala, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Enhancing MSME Strategic Management in Digital Disruption: Lessons from Thailand and Aceh, Indonesia Faisal Faisal; Muhammad Adam; Iskandarsyah Madjid; Said Musnadi; Mizan Saddaq
Journal of Community Service and Society Empowerment Том 4 № 02 (2026): Journal of Community Service and Society Empowerment
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jcsse.v4i02.2356

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a central role in the economies of Thailand and Indonesia, yet they face increasing pressure from digital disruption and generational shifts. This community service activity aimed to strengthen strategic management awareness through an international knowledge-sharing session conducted at a faculty of management sciences in Southern Thailand on November 5, 2025. The activity employed a classical lecture method combined with interactive discussion, focusing on digital transformation, data-driven strategy, platform competition, and generational adaptation in MSME management. Participants included lecturers and students from both countries, enabling comparative dialogue on regional MSME ecosystems. The findings indicate that participants gained enhanced understanding of digital strategy as a strategic necessity rather than an operational tool. The discussion revealed differences in digital ecosystem maturity between Thailand and Aceh, Indonesia, while also identifying shared structural challenges. The activity underscores the role of academic collaboration in translating research-based strategic concepts into context-sensitive insights and fostering future cooperation for MSME capacity strengthening within the ASEAN region.
CULTURAL AND HISTORICAL NOSTALGIA DESTINATIONS IN ACEH: COLLECTIVE MEMORY, AUTHENTICITY, AND BRAND EQUITY Radhia Humaira; Muhammad Adam; T Meldi Kesuma; Ahmad Harakan
Jurnal Sosiologi Dialektika Sosial Vol. 12 No. 2 (2026): September
Publisher : Program Studi Sosiologi Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/jsds.v12i2.28161

Abstract

This review examines the mediating role of brand authenticity in the correlation between historical nostalgia and destination brand equity in heritage tourism in Banda Aceh. Aceh holds tremendous potential for historical nostalgia layers of Islamic civilization, colonial heritage, and the struggle for independence but this historical potential has not been fully converted into sustainable brand equity. Drawing on Social Identity Theory, which holds that individuals derive a sense of identity from the social groups they identify with, the study argues that nostalgia for a shared past strengthens perceived authenticity, which in turn supports destination brand equity. A quantitative explanatory approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4 software was used in to perform this analysis. A sample of 238 domestic tourists was collected through purposive sampling from 28 heritage tourism sites in Banda Aceh City. Historical nostalgia was measured using the Marchegiani & Phau,  scale, brand authenticity through the three dimensions of Chen et al., , and destination brand equity using the Konecnik & Gartner,  framework. The Estimation of Higher-order constructs were carried out using the Two-Stage Approach. The test results confirmed three hypotheses: historical nostalgia has a positive and significant effect on brand authenticity (β = 0.673; p < 0.001); Brand authenticity has a positive and significant effect on destination brand equity (β = 0.248; p < 0.001); and brand authenticity mediates the effect of historical nostalgia on destination brand equity (β = 0.167; p < 0.001). These findings demonstrate that historical nostalgia does not directly affect brand equity but must first undergo the formation of authenticity perceptions. The research gap was addressed in this study, by examining the Indonesian heritage tourism literature that has not integrated historical nostalgia and brand authenticity as antecedents of destination brand equity in a comprehensive causal model.
Co-Authors Ahmad Harakan Faisal Faisal Iskandarsyah Madjid Mizan Saddaq Radhia Humaira Said Musnadi T Meldi Kesuma