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This study aims to analyze the effect of employer branding on the job interest of Generation Z in digital companies. The background of this research is based on the increasing competition among companies in attracting young talents, especially Generation Z, who have unique characteristics such as being highly adaptive to technology, prioritizing work-life balance, and having high expectations toward the workplace environment. Employer branding has become an essential strategy for companies to build an attractive and competitive image as an employer. This study employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents from Generation Z who are seeking jobs or interested in working in digital companies. The sampling technique used was purposive sampling. Data analysis techniques include validity testing, reliability testing, simple linear regression analysis, and t-test. The results indicate that employer branding has a positive and significant effect on Generation Z’s job interest. This implies that the better the company’s image as an employer, the higher the interest of Generation Z to work in the company. This study suggests that digital companies need to strengthen their employer branding strategies to attract and retain young talents.

This study aims to explore the strategic role of e-commerce in increasing the export of handicraft products by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a case study on CV. Palm Craft in Kediri. In the context of globalization and digitalization, e-commerce is an important means for MSMEs to reach the international market, especially in the midst of the challenges of the COVID-19 pandemic that limit conventional export activities. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The main focus of this study is how CV. Palem Craft utilizes various digital platforms such as social media (Instagram, Facebook), marketplaces (Tokopedia, Shopee), and global platforms (Amazon, Etsy) to expand market access, build product branding, and increase the selling value of local handicrafts. The results of the study show that the strategic use of e-commerce has helped companies overcome export barriers such as limited distribution networks, logistics constraints, and lack of international promotion. In addition, e-commerce also allows CVs. Palem Craft to build direct relationships with global consumers, get faster feedback, and make product adjustments according to market needs. This research also identifies supporting factors such as digital literacy, product quality, and production capacity as crucial aspects in the success of e-commerce strategies.  The implications of this study provide relevant insights for other MSMEs that want to develop exports through the use of digital technology. Continuous support from the government and related institutions is needed in terms of training, access to capital, and digital export facilitation so that Indonesian MSMEs can compete in the global market in a sustainable manner.  

Digitalization has been a key catalyst for change in the global business landscape, driving the transformation of companies' strategies, organizational structures, and operational models. For small and medium enterprises (SMEs), digital technology opens up great opportunities to expand market reach and compete in the international arena more effectively. Technologies such as e-commerce, social media, big data analytics, and cloud-based platforms enable SMEs to break through geographical boundaries, facilitate access to global customers, and accelerate product distribution and marketing processes. This paper explores the current academic literature that discusses the influence of digital technology on the internationalization of SMEs. A total of five relevant studies were analyzed to identify common patterns, challenges, and successful strategies in the use of digital technology. The results of the study show that the adoption of digitalization not only improves operational cost efficiency, but also encourages business model innovation, such as digital platform-based marketing, cross-border virtual collaboration, and the development of a more adaptive global business ecosystem. In addition, the ability to utilize digital technology gives SMEs a competitive advantage through access to real-time market information, personalization of offers, and more targeted branding strategies. However, the research also found obstacles, such as limited human resources, technological infrastructure, and digital literacy among SMEs. Therefore, synergy is needed between business actors, the government, and academia to support the acceleration of digital technology adoption through training, mentoring, and policies that support innovation. The paper also highlights future research opportunities, such as the integration of artificial intelligence (AI) technologies, automation, and blockchain in supporting the global expansion of SMEs. These findings are expected to be a strategic reference in designing sustainable internationalization policies in the digital era.

Manco, a traditional snack from Madiun, holds significant potential to grow and gain recognition beyond its region of origin. Its unique taste, texture, and embedded cultural and historical values serve as key assets in an increasingly competitive market. However, the main challenges faced by manco entrepreneurs are building a strong brand identity and conveying the product’s uniqueness through engaging storytelling. Effective branding through distinctive logos, packaging, and memorable taglines can enhance the product’s appeal and perceived value among consumers. Furthermore, compelling storytelling, such as narratives about traditional production processes, the struggles of business owners, and the use of natural ingredients, can foster emotional connections and consumer loyalty. Nevertheless, challenges remain, such as inconsistent brand identity usage and limited digital promotion. Therefore, branding and storytelling training are essential for manco entrepreneurs to maximize their product’s potential, expand their market, and establish manco as a culinary icon representing Madiun both nationally and internationally.

This research analyzes the effectiveness of Wismilak Diplomat's sponsorship of the 2024 Presidential Cup Sapi Sono and Karapan Sapi cultural events as a marketing strategy to increase brand awareness and brand image in Madura. Using qualitative methods with a case study approach, this research examines the impact of sponsorship on audience engagement and brand perception through branding elements, interactive activities and digital media. The research results show that culture-based sponsorship has a positive impact on brand awareness and image, especially through direct interaction with the audience and broad media exposure. However, there are challenges in optimizing digital media and the effectiveness of branding elements at event locations. Therefore, more adaptive and innovative sponsorship strategies are needed to increase the impact of culture-based marketing in the future.

A franchise is defined as a business that provides more or special benefits. Based on the results of literature research, franchise marketing can be a consideration to be implemented by paying attention to the standards of the brand owners with whom we collaborate. Franchise marketing can bring new colors and develop attractive, quality products at more affordable prices. BRQ strategy is a method for establishing a high-quality psychological or emotional connection between consumers and brands. The focus of this research examines the things that need to be prepared to use the BRQ strategy to build a franchise business in Indonesia. The method used in this article is narrative literature reflection and literature search based on research conducted in Indonesia. Literature search using the Google Scholar database.

This research aims to analyze the consumer buying behavior consequential variables consisting of, Ecolabeling, Green Branding, Green Advertising, Environmental Knowledge, and Green Consumption. The sampling method used is non-probability sampling with purposive sampling technique. A total of 200 respondents had purchased or knew about environmentally friendly products and had ecolabeling labels. Data was collected through a cross-sectional questionnaire. Then the data was analyzed using SEM Structure Equation Modeling. The results of hypothesis testing show that there is a positive influence of Ecolabeling, Green Advertising, Green Branding, Environmental Knowledge, Green Consumption on Consumer Buying Behavior. The results of this research can provide input for entrepreneurs or companies that make environmentally friendly electronic products to further increase their green marketing and also product sales.                                                                  

With the rapid development of Internet technology, many companies are now using the Internet as a major platform in their marketing strategy of skincare products, mainly through social media. The research aims to explore the factors that influence the intention of buying skincare products on the TikTok platform by considering the role of brand image as a moderation variable. The research method uses descriptive causality with a quantitative approach, and uses purposive sampling techniques. Primary data obtained from 267 respondents active TikTok users who were interested in skincare products and collected through online questionnaires. Data analysis is done using Structural Equation Modelling-Partial Least Square (SEM-PLS). Research findings show that social media marketing activities, online customer reviews, influencer endorsement, brand image can improve purchase intention, while price consciousness does not affect the purchase intent of skincare products on Tiktok platform. Implications, skincare manufacturers and marketers should pay attention to branding strategies on TikTok's platform to boost purchasing intentions. Further research is suggested to explore other factors that can influence the intention of buying skincare products in the digital age.

This research aims to investigate the integration of ethical business practices and AI-driven marketing strategies for product branding within Micro, Small, and Medium Enterprises (MSMEs). The study adopts a qualitative approach, utilizing semi-structured interviews and content analysis. A purposive sampling technique will be employed to select participants from diverse MSMEs. Data will be analyzed thematically to identify patterns and insights regarding the implementation and impact of ethical practices and AI-driven marketing on branding strategies. The findings are expected to provide nuanced understandings of the challenges, opportunities, and outcomes associated with integrating ethical principles and AI technologies in MSMEs' branding endeavors, offering valuable insights for both practitioners and scholars in the field of marketing and business ethics.