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This study investigates how transformational leadership, work motivation, and human resource (HR) human resources training influence employee performance across various industrial sectors in Indonesia. Improving employee performance is crucial for organizational success in an increasingly dynamic business environment. This study utilizes a quantitative survey method and involves 200 people from the manufacturing, service, and trade sectors. The data was analyzed using multiple linear regression after being collected through questionnaires. Research shows that human resource training, work motivation, and transformational leadership simultaneously and partially have a positive and significant effect on employee performance. The results indicate that organizations must enhance their inspiring leadership styles, boost employee morale through internal and external approaches, and implement sustainable training programs to improve their employees' skills. This study provides a theoretical basis for the advancement of human resource management science and offers practical benefits for human resource managers and practitioners in improving organizational efficiency.

The global maritime sector is currently facing complex multidimensional challenges, triggered by global economic dynamics, climate change, supply chain disruptions, and rising cybersecurity threats. In response to these conditions, the National Shipping Academy in collaboration with the Indonesian Maritime Researchers and Lecturers (IMERAL) held a National Seminar with the theme of Technology and Regulation Transformation in Logistics Risk Management. This activity aims to increase the literacy and capacity of academics, students, practitioners, and regulators in facing maritime logistics challenges through the use of digital technology and strengthening regulations. The seminar was held online via the Zoom platform, presenting speakers from a variety of backgrounds, including academics, industry practitioners, and policymakers. The discussion focused on digital transformation strategies in maritime logistics, harmonization of national and international regulations, and strengthening technology-based risk management systems. The results showed a significant increase in participants' understanding of strategic issues in the maritime sector, especially related to the integration of technology and policies in logistics risk management. In addition, this seminar succeeded in forming a collaborative network between stakeholders, opening up opportunities for cross-sector synergy in the development of sustainable maritime solutions. The policy recommendations compiled from the results of the discussion include the need to accelerate port digitalization, increase the capacity of maritime human resources, and the preparation of regulations adaptive to global dynamics. This activity emphasizes that cross-sector collaboration is an effective strategy in strengthening Indonesia's maritime competitiveness, as well as building national logistics resilience amid global uncertainty.

Tidaran 1 Hamlet, Candiretno Village, Magelang Regency, is a rural area with quite heavy traffic in several areas. One location of particular concern is the bends and T-junctions in RT 11, which are frequently used by both two-wheeled and four-wheeled vehicles. This area is known to be an accident-prone area due to blind spots that obstruct the view of drivers from both directions. Unfortunately, to date, there are no safety facilities such as traffic signs or convex mirrors to aid visibility. Seeing this problem, students participating in the Community Service Program (KKN) from Tidar University conducted an intervention based on community needs. One effort was the installation of convex mirrors to minimize the risk of accidents. This activity was carried out using an action research method (action research), which included field observation, risk analysis, solution design, implementation, and impact evaluation. Throughout the process, students actively involved the community, the RT head, and village officials to ensure the proposed solution was participatory and sustainable. Convex mirrors with a diameter of 80 cm and a 2.5-meter-high support pole were installed at strategic points on the bends. Following the installation, follow-up observations and interviews with local residents were conducted. The results showed a significant improvement in visibility for drivers, especially at night and in similar weather. Residents reported feeling safer, less hesitant when crossing, and more alert to oncoming traffic. This program not only improved safety but also raised public awareness of the importance of traffic management. Therefore, similar interventions can be replicated in other vulnerable areas, with collaborative support from the community, universities, and village government.

Tidaran 1 Hamlet, Candiretno Village, Magelang Regency, is a rural area with quite heavy traffic in several areas. One location of particular concern is the bends and T-junctions in RT 11, which are frequently used by both two-wheeled and four-wheeled vehicles. This area is known to be an accident-prone area due to blind spots that obstruct the view of drivers from both directions. Unfortunately, to date, there are no safety facilities such as traffic signs or convex mirrors to aid visibility. Seeing this problem, students participating in the Community Service Program (KKN) from Tidar University conducted an intervention based on community needs. One effort was the installation of convex mirrors to minimize the risk of accidents. This activity was carried out using an action research method (action research), which included field observation, risk analysis, solution design, implementation, and impact evaluation. Throughout the process, students actively involved the community, the RT head, and village officials to ensure the proposed solution was participatory and sustainable. Convex mirrors with a diameter of 80 cm and a 2.5-meter-high support pole were installed at strategic points on the bends. Following the installation, follow-up observations and interviews with local residents were conducted. The results showed a significant improvement in visibility for drivers, especially at night and in similar weather. Residents reported feeling safer, less hesitant when crossing, and more alert to oncoming traffic. This program not only improved safety but also raised public awareness of the importance of traffic management. Therefore, similar interventions can be replicated in other vulnerable areas, with collaborative support from the community, universities, and village government.

This community service activity was conducted in Sawahan Hamlet, Mojotengah Village, Kedu District, Temanggung Regency, with the primary objective of enhancing the health and productivity of sheep through the introduction and production of mineral block molasses as supplementary feed. Mineral block molasses is a nutrient-rich feed supplement designed to meet the mineral requirements of ruminants, particularly sheep, which are often not fully met by conventional forage. The program was implemented using a participatory method, beginning with a lecture session that provided theoretical knowledge regarding the benefits, composition, and formulation of mineral block molasses. This was followed by an interactive discussion session in which participants, mainly local sheep farmers, were encouraged to share challenges and constraints they face in livestock feeding management. The facilitators then provided practical problem-solving approaches tailored to the local context. The final stage involved a hands-on demonstration of the step-by-step process of producing mineral block molasses, enabling participants to observe and practice directly. The results of this activity showed that participants not only gained new knowledge about the nutritional importance of mineral supplementation but also developed the practical skills necessary to independently produce mineral block molasses for their livestock. This is expected to improve feed efficiency, promote better animal health, and increase livestock productivity. Furthermore, the activity fostered community awareness of sustainable livestock management practices and the economic benefits of producing feed supplements locally. In conclusion, this program successfully empowered the local farming community with both theoretical and practical competencies in mineral block molasses production, contributing to improved livestock performance and farmer welfare. The continuation of such initiatives is recommended to ensure long-term adoption and optimization of livestock feeding practices in the region.

This community service activity was conducted in Sawahan Hamlet, Mojotengah Village, Kedu District, Temanggung Regency, with the primary objective of enhancing the health and productivity of sheep through the introduction and production of mineral block molasses as supplementary feed. Mineral block molasses is a nutrient-rich feed supplement designed to meet the mineral requirements of ruminants, particularly sheep, which are often not fully met by conventional forage. The program was implemented using a participatory method, beginning with a lecture session that provided theoretical knowledge regarding the benefits, composition, and formulation of mineral block molasses. This was followed by an interactive discussion session in which participants, mainly local sheep farmers, were encouraged to share challenges and constraints they face in livestock feeding management. The facilitators then provided practical problem-solving approaches tailored to the local context. The final stage involved a hands-on demonstration of the step-by-step process of producing mineral block molasses, enabling participants to observe and practice directly. The results of this activity showed that participants not only gained new knowledge about the nutritional importance of mineral supplementation but also developed the practical skills necessary to independently produce mineral block molasses for their livestock. This is expected to improve feed efficiency, promote better animal health, and increase livestock productivity. Furthermore, the activity fostered community awareness of sustainable livestock management practices and the economic benefits of producing feed supplements locally. In conclusion, this program successfully empowered the local farming community with both theoretical and practical competencies in mineral block molasses production, contributing to improved livestock performance and farmer welfare. The continuation of such initiatives is recommended to ensure long-term adoption and optimization of livestock feeding practices in the region.

This community service project aims to improve the quality of street lighting around the Waringin Tunggal Studio, located in Soneyan Village, Pati Regency. As part of efforts to improve community comfort and safety, this project focuses on addressing the issue of inadequate lighting that can impact community activities, particularly at night. Inadequate lighting around the studio creates discomfort and reduces the sense of security for both studio users and the local community. The project began with a thorough inspection of the lighting conditions around the studio. The next step was to design technical solutions to improve the existing lighting system, including increasing the number of lamps and using more efficient types of lamps in terms of energy consumption and light distribution. Furthermore, good collaboration with village officials and other relevant parties was crucial for the smooth implementation of this project. The improvement process was carried out with a focus on energy efficiency and durability, ensuring long-term benefits. The results of this project showed a significant improvement in the quality and coverage of lighting around the Waringin Tunggal Studio. This improvement not only increased comfort but also increased the sense of security for studio visitors and the surrounding community. Access to the studio at night has become easier and safer, positively impacting the arts and cultural activities held there. A post-event evaluation showed increased community participation in the studio's evening events. This success demonstrates that improved lighting can encourage community participation in community activities. Going forward, it is hoped that this activity can be enhanced by utilizing renewable energy, such as solar power, to ensure optimal lighting even during power outages, thus ensuring the desirability of this activity in the future.

This Real Work Lecture (KKN) activity was carried out in Kampung Tua Teluk Mata Ikan, Batam, with the aim of making a real contribution to the community through two main programs, namely the development of digital marketing for Ujung Beach tourist destinations and the implementation of social service activities at the Al-Kahfi Foundation. The problems faced by partners are the lack of digital promotion strategies for tourism potential and the limited support of adequate social facilities at the foundation. To overcome these problems, this service activity uses field observation methods, digital marketing training, mutual cooperation on environmental cleanliness, and socialization to the community and foundation administrators. The training includes social media content creation, digital account management, and internet-based marketing strategies to increase the attractiveness of Ujung Beach as a local tourist destination. In addition, social activities are carried out through joint community service, provision of basic needs assistance, and clean environment education. The results of the implementation of this program show an increase in public awareness of the importance of using digital technology for tourism promotion, as well as the creation of a cleaner, neater, and more comfortable social environment. The enthusiasm of the community and the foundation showed a positive response to this activity, which contributed to strengthening the socio-economic capacity of the residents. Overall, this KKN program not only provides a short-term impact in the form of improving skills and environmental cleanliness, but also encourages the sustainability of local tourism development and community empowerment. The active involvement of students in the planning and evaluation process also strengthens the spirit of collaboration and social concern which is the main basis of this service activity.

This program is designed to address the key barriers facing communities in implementing digital marketing strategies, such as limited resources, lack of expertise, and a lack of specific skills. To address these challenges, the program is structured in three main stages. First, the marketing challenges faced by local businesses are identified. This stage is crucial for understanding the real challenges faced by the community. Second, solutions tailored to local needs are developed, based on relevant and applicable digital marketing strategies. Third, these strategies are directly implemented to drive increased income through the use of digital platforms, particularly e-commerce and social media. Through this approach, communities are encouraged to utilize social media as a primary, effective and affordable marketing tool. The program aims to empower communities economically by helping expand the market reach of local products through digital platforms. Expected outcomes include increased community understanding of digital marketing concepts and practices, skills in optimal social media use, and increased product sales through broader digital channels. In addition to focusing on marketing aspects, the program also addresses the specific needs of the community in terms of production and business management. By strengthening understanding of the potential of digital technology, it is hoped that local businesses will be able to increase their competitiveness amidst global competition. This program will also be complemented by ongoing evaluation and monitoring mechanisms to ensure the sustainability of its impact and community adaptation to emerging challenges in the digital era. Therefore, this program is not only a short-term solution but also a strategic tool in supporting sustainable local economic growth.

This community service activity aims to increase the capacity of disaster archival document management and strengthen financial governance within the Muhammadiyah Disaster Management Center (MDMC) in Palangka Raya City. Orderly, systematic, and accountable archive management is a crucial factor in supporting a rapid, precise, and coordinated disaster response. Furthermore, transparent and efficient financial governance is the foundation for program sustainability and public trust in the organization. This training program is designed to provide MDMC administrators and volunteers with a comprehensive understanding of the principles, procedures, and best practices in disaster archive management and organizational finances. The implementation method includes presentations through interactive lectures combined with group discussions to identify real-world problems and solutions. Participants also have the opportunity to engage in hands-on practice, such as compiling disaster archival documents, managing archive databases, and creating simple financial reports in accordance with nonprofit accounting standards. Furthermore, this training introduces national regulations related to archiving and data protection, ensuring that practices are aligned with statutory provisions. The results of the training demonstrated an increased understanding of the participants regarding the importance of archive management and financial governance, as evidenced by their ability to systematically organize documents and present accountable financial reports. It is hoped that, after the training, participants will be able to consistently apply these principles in MDMC's operational activities. This will create a well-organized documentation system, accountable financial management, and an MDMC institution that is increasingly professional, effective, and responsive to community needs in emergency situations. This activity is a strategic step to strengthen MDMC's role as the vanguard in disaster management at the local and national levels.

The rapid development of technology has made it increasingly important for the younger generation to acquire digital literacy skills at an early age. As technology becomes an integral part of daily life, it is essential to introduce fundamental programming concepts to students to prepare them for the future. This community service program aims to introduce 5th-grade students at Elementary School Emmaus Kediri to basic programming concepts using the Scratch platform. The program adopted the Project-Based Learning (PjBL) method, which emphasizes interactive learning through hands-on activities. The one-day session involved 17 students, who underwent a structured process consisting of a pre-test, material delivery, hands-on practice of creating simple animations, and a post-test. The learning materials included an introduction to the Scratch interface, how to use sprites, and basic coding blocks to develop simple animation projects. The evaluation results indicated a significant increase in students' understanding of basic programming concepts. The majority of participants successfully created simple animation projects using coding blocks and sprites, demonstrating their ability to apply the learned concepts. The students showed high enthusiasm throughout the learning process, indicating a strong interest in digital learning and coding. The high level of engagement further supports the potential for expanding similar programs in the future. This community service activity proved effective in introducing computational thinking and fostering creativity among elementary school students. It also demonstrated the effectiveness of interactive and hands-on learning approaches in enhancing students' digital literacy. As a result, this program has the potential to be implemented in other schools to promote early exposure to programming and support the development of digital skills among young learners

This program is designed to address the key barriers facing communities in implementing digital marketing strategies, such as limited resources, lack of expertise, and a lack of specific skills. To address these challenges, the program is structured in three main stages. First, the marketing challenges faced by local businesses are identified. This stage is crucial for understanding the real challenges faced by the community. Second, solutions tailored to local needs are developed, based on relevant and applicable digital marketing strategies. Third, these strategies are directly implemented to drive increased income through the use of digital platforms, particularly e-commerce and social media. Through this approach, communities are encouraged to utilize social media as a primary, effective and affordable marketing tool. The program aims to empower communities economically by helping expand the market reach of local products through digital platforms. Expected outcomes include increased community understanding of digital marketing concepts and practices, skills in optimal social media use, and increased product sales through broader digital channels. In addition to focusing on marketing aspects, the program also addresses the specific needs of the community in terms of production and business management. By strengthening understanding of the potential of digital technology, it is hoped that local businesses will be able to increase their competitiveness amidst global competition. This program will also be complemented by ongoing evaluation and monitoring mechanisms to ensure the sustainability of its impact and community adaptation to emerging challenges in the digital era. Therefore, this program is not only a short-term solution but also a strategic tool in supporting sustainable local economic growth.

This community service activity aims to increase the capacity of disaster archival document management and strengthen financial governance within the Muhammadiyah Disaster Management Center (MDMC) in Palangka Raya City. Orderly, systematic, and accountable archive management is a crucial factor in supporting a rapid, precise, and coordinated disaster response. Furthermore, transparent and efficient financial governance is the foundation for program sustainability and public trust in the organization. This training program is designed to provide MDMC administrators and volunteers with a comprehensive understanding of the principles, procedures, and best practices in disaster archive management and organizational finances. The implementation method includes presentations through interactive lectures combined with group discussions to identify real-world problems and solutions. Participants also have the opportunity to engage in hands-on practice, such as compiling disaster archival documents, managing archive databases, and creating simple financial reports in accordance with nonprofit accounting standards. Furthermore, this training introduces national regulations related to archiving and data protection, ensuring that practices are aligned with statutory provisions. The results of the training demonstrated an increased understanding of the participants regarding the importance of archive management and financial governance, as evidenced by their ability to systematically organize documents and present accountable financial reports. It is hoped that, after the training, participants will be able to consistently apply these principles in MDMC's operational activities. This will create a well-organized documentation system, accountable financial management, and an MDMC institution that is increasingly professional, effective, and responsive to community needs in emergency situations. This activity is a strategic step to strengthen MDMC's role as the vanguard in disaster management at the local and national levels.

The rapid development of technology has made it increasingly important for the younger generation to acquire digital literacy skills at an early age. As technology becomes an integral part of daily life, it is essential to introduce fundamental programming concepts to students to prepare them for the future. This community service program aims to introduce 5th-grade students at Elementary School Emmaus Kediri to basic programming concepts using the Scratch platform. The program adopted the Project-Based Learning (PjBL) method, which emphasizes interactive learning through hands-on activities. The one-day session involved 17 students, who underwent a structured process consisting of a pre-test, material delivery, hands-on practice of creating simple animations, and a post-test. The learning materials included an introduction to the Scratch interface, how to use sprites, and basic coding blocks to develop simple animation projects. The evaluation results indicated a significant increase in students' understanding of basic programming concepts. The majority of participants successfully created simple animation projects using coding blocks and sprites, demonstrating their ability to apply the learned concepts. The students showed high enthusiasm throughout the learning process, indicating a strong interest in digital learning and coding. The high level of engagement further supports the potential for expanding similar programs in the future. This community service activity proved effective in introducing computational thinking and fostering creativity among elementary school students. It also demonstrated the effectiveness of interactive and hands-on learning approaches in enhancing students' digital literacy. As a result, this program has the potential to be implemented in other schools to promote early exposure to programming and support the development of digital skills among young learners

The Community Service (PKM) activity with the theme "Improving Self-Potential to Become an Inspiring Young Leader" is one of the implementations of the Tridharma of Higher Education program implemented by STIE Ekadharma Indonesia. The main objective of this activity is to provide a real contribution to the community, especially students, in efforts to develop self-potential and leadership from an early age. This activity targets grade XII IPS 4 students at SMA Negeri 1 Cabangbungin with a total of 33 participants. In this activity, participants are given a deep understanding of the importance of recognizing and developing their potential, including abilities, talents, interests, creativity, and superior character that can be the foundation for becoming an inspiring and competitive young leader. The material presented in the seminar is designed to equip participants with applicable strategies and insights, such as how to recognize their strengths, build self-confidence, and improve communication and leadership skills. The material delivery process is carried out interactively to encourage active student participation and create a fun and meaningful learning atmosphere. This activity also reflects the spirit of collaboration between higher education institutions and schools in preparing young people who are ready to face future challenges. Evaluation results indicate that this activity was highly effective, demonstrated by the high level of participant enthusiasm, a strong understanding of the material presented, and a positive response to the speakers. This activity is expected to inspire and motivate young people to continue developing themselves and making positive contributions, both within the school environment, on campus, and in the wider community.

Stunting remains a chronic nutritional issue and a significant public health challenge in Indonesia, particularly in rural areas such as Jurang Village, Temanggung Regency. One of the key contributing factors to the high prevalence of stunting is the low level of maternal knowledge regarding balanced nutrition and the appropriate practice of providing supplementary feeding (Pemberian Makanan Tambahan or PMT) for children under five. This study aims to evaluate the effectiveness of PMT menu leaflet media as a tool to increase mothers’ knowledge and awareness regarding stunting prevention. The research was conducted through a series of community-based surveys during Posyandu (integrated health post) activities across several neighborhood units (Rukun Warga or RW). These surveys identified cases of stunting and assessed the educational needs of mothers with young children. Based on the findings, a culturally and contextually adapted leaflet was developed, containing essential information about stunting, its early signs, the importance of PMT, and practical, nutritious recipes made from locally available ingredients. To expand accessibility, the leaflet also included a QR code linked to a digital e-book featuring 54 variations of PMT menus. The educational materials were distributed through door-to-door visits, accompanied by the direct provision of supplementary food, enabling immediate practice of the knowledge shared. Post-intervention results showed a significant improvement in maternal understanding of stunting and nutrition, as well as positive feedback regarding the clarity, relevance, and usefulness of the leaflet. The culturally tailored approach and integration of digital resources further enhanced engagement and knowledge retention. In conclusion, the PMT leaflet proved to be an effective, practical, low-cost, and replicable educational intervention to support community-based stunting prevention efforts in Jurang Village. This approach offers a promising model for similar rural areas facing high stunting rates across Indonesia.

This study aims to analyze the influence of the money supply (M2), the BI Rate, and the COVID-19 pandemic on the demand for bank credit in Indonesia. Credit demand is an important indicator in describing economic activity and financial system stability. This study uses monthly secondary data from January 2017 to December 2023. The analysis method used is Ordinary Least Squares (OLS), which allows for quantitative estimation of the linear relationship between the independent and dependent variables. The results show that the money supply (M2) has a positive and significant effect on credit demand. This suggests that increased liquidity in the economy encourages increased lending activity by the household and corporate sectors. Conversely, the BI Rate shows a negative and significant effect on credit demand, indicating that an increase in the benchmark interest rate has reduced public interest in accessing financing through banks. This finding is in line with conventional monetary theory, which states that interest rates play a crucial role in controlling aggregate demand, including credit demand. The dummy variable for the COVID-19 pandemic shows a negative but insignificant effect on credit demand. This implies that although the pandemic has had a broad social and economic impact, its impact on credit demand is relatively small when monetary variables such as M2 and the BI Rate are taken into account. Overall, the research findings confirm that monetary policy instruments, particularly controlling the money supply and interest rates, play a significant role in influencing the dynamics of credit demand in Indonesia. Meanwhile, external shocks such as the pandemic tend to be more effectively responded to through medium- and long-term fiscal and structural policies.

This study aims to analyze the influence of quantitative analysis skills and statistical mastery on managerial decision-making among Management students in Bekasi. The background of this study is based on the importance of data literacy and analytical skills in supporting effective decision-making processes, especially amidst the increasing demand for data-driven businesses. This study used a quantitative approach with a census technique on 67 respondents. Data were collected through questionnaires and analyzed using multiple linear regression through classical assumption tests, partial tests (t-tests), and simultaneous (F-tests). The results showed that both quantitative analysis skills and statistical mastery have a positive and significant effect individually on managerial decision-making skills. Quantitative analysis skills, which include the ability to process data in numerical form and interpret it critically, have been shown to strengthen decision-making skills in various situations. Likewise, statistical mastery provides a foundation for analyzing data systematically and producing evidence-based decisions. Simultaneously, these two variables explain 60.8% of the variation in decision-making. These findings emphasize the importance of mastering quantitative and statistical skills for students in facing the complexity of decision-making in a professional environment. This study recommends strengthening the curriculum and providing practical data-based training to improve students' readiness for more informed and analytically sound managerial decision-making. Furthermore, it is recommended that students be given more opportunities to engage in case studies involving real-world data, as well as the use of statistical software that can accelerate the analysis and decision-making process. Improving data and statistical literacy will give students a competitive advantage in an increasingly data-driven business world.

Vocational school students often face challenges in planning their career paths and presenting their competencies in a structured and digital format. This community service program aims to assist students in preparing career plans and developing digital portfolios that reflect their personal achievements, skills, and aspirations. The activity was conducted in three stages: (1) initial preparation involving coordination with the school and student needs assessment, (2) interactive training on career planning and digital portfolio creation using platforms such as Canva and Google Sites, and (3) feedback sessions where students presented their portfolios and received constructive input. Throughout the program, students were guided on how to reflect their strengths, skills, and future aspirations into a digital format, providing them with a comprehensive tool for job applications or further studies. The results showed a significant increase in students’ understanding of career planning and their ability to independently create well-structured digital portfolios. The majority of participants (78%) completed their digital portfolios, and over 80% were actively engaged during the sessions, demonstrating a high level of enthusiasm and commitment. This program highlights the effectiveness of a participatory and practice-based approach in enhancing students' career readiness and equipping them with essential tools for the modern job market. The students’ improved ability to showcase their competencies in a digital format also supports the evolving needs of employers in the digital age. Future programs are recommended to include advanced modules on digital personal branding, interview preparation, and networking skills to further support vocational students in successfully entering the workforce or continuing their education.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical