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Totok Imam Santoso; Mia Kusmiati

International Journal of Management Science and Entrepreneurship 2025 International Forum of Researchers and Lecturers

Purpose – Purpose study This is For explore How management source Power human (HR) functions as a strategic pillar in develop economy resilient and adaptive defense in the global era . Research This integrate policy national , power competition industry defense , and work The same international through HR- based approach global competence . Design/ methodology / approach – Research This use method review library systematic (Systematic Literature Review/SLR), analyzing more of 50 peer-reviewed articles from journal published Scopus / WoS indexed between 2021–2025 . Research This synthesize framework Work from strategic human resources , economics defense , and global collaboration . Findings – Research This find that HR is not just function administrative , but play role strategic in form strength defense through development source Power people , digital literacy , and work The same cross- country research this also reveals that success synergy industry defense is greatly influenced by the readiness of human resource actors to integrate innovation , diplomacy , and knowledge transnational . Implications practical – For operationalize findings this , policy defense national must invest in centers featured human resource development , design repeat curriculum aligned defense​ with global threats and technologies , as well as build partnership strategic HR with actors​ defense international . Originality / Value – Study This was the first to conceptualize framework Work integrative which places HR as the core of transformation economy defense in a post-pandemic global landscape driven by digitally . Study This offer novelty theoretical with connect economy defense with strategic HR practices , as well as relevance practical for the makers policy and educators defense .

Sri Sundari; Mia Kusmiati; Suca Rusdian; Nita Eldiani

International Journal of Management Science and Entrepreneurship 2025 International Forum of Researchers and Lecturers

This study explores how human resource (HR) management functions as a strategic pillar in developing a resilient and adaptive defense economy in the global era. The research integrates national policies, defense industry power competition, and international collaboration through an HR-based global competence approach. The study employs a systematic literature review (SLR) method, analyzing over 50 peer-reviewed articles published in Scopus/WoS indexed journals between 2021 and 2025. The research synthesizes a framework that combines strategic human resource management, defense economics, and global collaboration. The findings reveal that HR is not merely an administrative function but plays a strategic role in strengthening defense through the development of human power, digital literacy, and international collaboration. The study further highlights that the success of defense industry synergies is largely influenced by the readiness of human resource actors to integrate innovation, diplomacy, and transnational knowledge. For practical implications, the study suggests that national defense policies must invest in specialized human resource development centers, design curricula aligned with global threats and technologies, and build strategic partnerships with international defense actors. This study is the first to conceptualize an integrative framework that places HR at the core of defense economy transformation in the post-pandemic, digitally driven global landscape, offering both theoretical novelty and practical relevance for policymakers and defense educators.

Sujoko Winanto; Abdul Haris Muchtar

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

In the context of accelerating global economic volatility, organizations are increasingly required to adopt agile business models that enable them to remain competitive and resilient. Although business agility has been extensively discussed from structural and technological perspectives, the strategic role of Human Resources (HR) in shaping agile organizations and addressing the future of work remains insufficiently explored. This study aims to examine how HR contributes to organizational adaptability and resilience in uncertain environments by aligning human capital practices with agile frameworks. Using a mixed-methods approach, data were collected through surveys and semi-structured interviews with HR leaders and employees in industries most exposed to economic disruption, including finance, technology, and manufacturing. The findings reveal four critical dimensions of HR’s role: workforce flexibility achieved through reskilling initiatives and adaptive work arrangements; agile leadership development to enhance decision-making under uncertainty; prioritization of employee well-being and engagement as foundations of organizational resilience; and digital HR transformation leveraging analytics and artificial intelligence to strengthen efficiency and collaboration. These findings validate and extend the existing literature, demonstrating that HR is not merely a supporting or administrative function but a strategic driver of agility. The study concludes that by embedding HR strategies into organizational agility frameworks, companies can better navigate economic turbulence, enhance workforce adaptability, and secure long-term competitiveness in the global market.

Indah Dwi Rizki Amas

DHARMA EKONOMI 2025 sekolah Tinggi Ilmu Ekonomi Dharmaputra Semarang

The role of economics in human life has become increasingly significant in the modern era as it serves as a foundation for meeting daily needs and achieving collective welfare. This study aims to analyze how Islamic economic principles regulate price determination in markets and income distribution to ensure fairness and social balance. The research adopts a qualitative approach through library research by reviewing classical Islamic literature, modern economic works, and Qur’anic interpretations related to economic justice. The findings show that Islam emphasizes justice, equality, and welfare as the foundation of all economic activity. Price setting in Islam must reflect fairness, avoiding exploitation and ensuring that transactions bring mutual benefit to both sellers and buyers. Meanwhile, income distribution is directed toward social equity through the implementation of zakat, infaq, and shadaqah, which serve as instruments for wealth redistribution and poverty alleviation. The implication of this study is that the application of Islamic economic principles can provide a moral and sustainable alternative to conventional capitalist systems by promoting fairness, social responsibility, and economic stability within society.

Muhammad Ryu Syaputra; Afrizal, Afrizal; Fredy Olimsar

DHARMA EKONOMI 2025 sekolah Tinggi Ilmu Ekonomi Dharmaputra Semarang

This study aims to analyze the relationship between managerial ownership, institutional ownership, audit committee, and research and development (R&D) expenses on Intellectual Capital Disclosure (ICD) in healthcare sector companies listed on the Indonesia Stock Exchange (IDX) during the 2020–2024 period. Intellectual Capital Disclosure is essential as it reflects a company’s ability to manage knowledge, innovation, and human resources that serve as its competitive advantage. This research employs a quantitative approach using the total sampling method, where all healthcare sector companies that meet the criteria are included as samples. Secondary data were obtained from annual reports and analyzed using panel data regression with the assistance of Stata 19 software. Model selection was conducted through Chow, Hausman, and Lagrange Multiplier (LM) tests, with the results indicating that the Random Effect Model (REM) was the most appropriate model to use. The results show that managerial ownership, institutional ownership, and audit committee have negative and insignificant relationships with Intellectual Capital Disclosure. In contrast, research and development activities have a positive and significant relationship with Intellectual Capital Disclosure.

Catherine Mosiara Kenyatta; Rizky Parlika

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Indubitably, digital accounting platforms have proven to be a key element in financial management, especially in the contemporary era. They not only promise but guarantee improved accuracy, analytical depth, and reduced delays. In Kenya, the popularity of cloud-based accounting, AI-powered analytics, and enterprise-resource modules is quickly growing, although adoption still remains uneven across organization sizes, regions, and sectors. This journal’s primary objective was to explore the numerous challenges Kenyan accountants encounter when implementing digital accounting platforms and the strategies they utilize to address and overcome these challenges. Regarding methodology, the paper reviews the existing body of literature, including expert reviews, policy documents, and professional reports, to evaluate six critical barriers: infrastructural limitations, change resistance, financial constraints, human capital shortages, ambiguities in ethical and regulatory areas and the challenges that impact technical integration. It also includes a discussion of the most practical plans of action that practitioners in the field of accounting can employ to adapt to the current and ever-evolving landscape. This thorough analysis concludes that the sustainable digitalization of the accounting sector in Kenya highly depends on a concerted effort from educational institutions, industry stakeholders, government agencies, and professional bodies. It provides pragmatic recommendations for policymakers and provides suggestions for areas of further research, with a deep emphasis on phased implementation, capacity building, across-the-board empirical research, boosted investment in critical and resilient infrastructure, and functional governance frameworks.

Novita Febrian; Yeni Fitria; Nur Afidah; Maratun Nafi’ah A.Z; Sinta Nur A.Z

Jurnal Bisnis Inovatif dan Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Village-Owned Enterprises are pivotal in driving village development through sustainable management of local resources. This study analyzes the management of Unggul Bahtera BUMDes in Babakan Village, Banyumas Regency, focusing on planning, organizing, implementation, and evaluation, as well as the factors that support and hinder its progress. Employing a descriptive qualitative approach, data were gathered through interviews, observations, and documentation. The findings reveal that while BUMDes Unggul Bahtera has demonstrated effective planning and implementation, marked by participatory strategies and strong institutional coordination, it faces challenges in evaluation, particularly in enhancing supervision and reporting mechanisms. Key supporting factors include strong village government backing and active community participation, whereas limitations in human resources and business capital pose significant challenges. This research provides valuable insights into the management of BUMDes and highlights the importance of addressing evaluation gaps to ensure long-term sustainability. The findings are expected to serve as a reference for other villages in managing BUMDes more professionally and sustainably, promoting inclusive economic development. By identifying best practices and areas for improvement, this study contributes to enhancing the role of BUMDes in fostering rural economic growth and community empowerment. Ultimately, it offers practical recommendations for policymakers and practitioners seeking to optimize BUMDes performance.

Isma Yulia Sofiani; Miftahus Surur; May Husnul Khotimah; Sugianto Sugianto; Ibrahim Mallam Fali

International Journal of Islamic Educational Research 2025 Asosiasi Riset Ilmu Pendidkan Agama dan Filsafat Indonesia

This article raises the academic issue of the low contribution of education quality to economic development in several developing countries, including Indonesia. This problem arises due to limited investment in developing quality human resources. Education plays a strategic role in shaping the intellectual capacity, skills, and productivity of the workforce, which are the foundation of sustainable economic growth. The purpose of this study is to analyze the urgency of education in supporting economic development through the perspective of Human Capital Theory, which emphasizes the importance of investing in people as a primary development asset. This study uses a desk study method by reviewing various academic literature, previous research results, and reports from international institutions regarding the relationship between education and economic growth. The results show that education plays a crucial role in driving economic and social development through the development of competent human resources. Based on human capital theory, investment in education can improve individual capabilities and societal welfare. Developed countries such as Finland, Japan, and Singapore have successfully demonstrated that large budget allocations to the education sector can sustainably increase economic productivity. However, developing countries and Muslim countries still face obstacles such as unequal access, limited facilities, and low teaching quality. Meanwhile, education in Muslim countries needs to be strengthened through curriculum reform and improved teaching quality to produce a skilled and globally competitive generation.

Febthian Lindenn Harahap; Hariyati Hariyati

Riset Ilmu Manajemen Bisnis dan Akuntansi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Intellectual capital represents information that reflects the quality of human resources and the knowledge assets owned by a business unit. This study aims to examine the influence of intellectual capital on business performance in creative sector MSMEs, specifically in the fashion and beauty industries in Surabaya. Data were collected through questionnaires distributed to business owners to capture their understanding of the components of intellectual capital and its impact on business performance. The study employs a quantitative method with a correlational approach to analyze the relationships between variables. The results of significance tests indicate that intellectual capital overall has a notable impact on business performance. Specifically, Human Capital, Structural Capital, Relational Capital, Technological Capital, and Business Capital exert a positive influence, demonstrating that the quality of human resources, organizational structure, business relationships, technology utilization, and business assets are key factors in improving MSME performance. Conversely, Customer Capital shows a negative influence, highlighting the need for more effective strategies in managing and leveraging customer-related resources. These findings confirm that intellectual capital significantly affects the performance of creative sector MSMEs, suggesting that proper management and development of each component of intellectual capital is essential for enhancing competitiveness, sustaining growth, and ensuring the long-term success of small and medium enterprises.

Wintasya Manullang; Hawarul Ain Nisrina; Zaki Amirzah Saragih; Dionisius Sihombing; Fadly Agus Triansyah

Jurnal Manajemen Bisnis Era Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the role of Human Capital Management in enhancing the operational activities of the MSME Wizzmie in Medan, serving as an example of human resource management practices in small-scale enterprises. A descriptive qualitative approach was employed, with data collected through in-depth interviews, participatory observation, and document analysis of HR practices within the MSME. The findings indicate that human resource strategies such as selective recruitment, routine training to improve employee competencies, structured task allocation, and performance-based reward systems significantly enhance employee discipline, skills, and service quality. Improvements in these areas contribute positively to smooth daily operations, customer satisfaction, and sales growth. Despite facing challenges, such as occasional lapses in employee discipline, management implements solutions including coaching programs, direct guidance, and a graduated warning system to address these issues. These results underscore that Human Capital Management is not merely an administrative function but plays a strategic role in fostering work efficiency, customer loyalty, and the sustainability of MSMEs. Consequently, effective human resource management emerges as a crucial factor for the success and competitiveness of small enterprises in a highly competitive business environment. The study highlights the importance of aligning HR practices with strategic business objectives to ensure long-term operational effectiveness and growth.

Mentari Mentari; Gusneli Gusneli; Amrizal Amrizal

Jurnal Ekonomi dan Keuangan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to formulate strategies for developing Village-Owned Enterprises (BUMDes) through the utilization of natural resources in the durian plantation sector in Dahai Village, Paringin District, Balangan Regency. The research employed a qualitative approach with a case study design, involving village officials, BUMDes managers, village facilitators, and community members as informants. Data were collected through in-depth interviews, observation, and document analysis, and then analyzed thematically using descriptive methods. The findings indicate that BUMDes Dahai Maju Berkarya holds strategic potential in developing durian plantations, with positive feasibility projections in market, technical, managerial, and financial aspects. Furthermore, the mentoring process improved human resource capacity and community participation, although challenges remain in terms of capital, technical expertise, and digital marketing needs. The study concludes that durian plantation development through BUMDes is feasible and can enhance community welfare while strengthening local economic independence. Practical implications highlight the need for financial support and external partnerships, while theoretical contributions enrich the literature on village development based on local potential with a focus on specific commodities.

Renata Aulia Zahra; Navita Agraeni; Shinta Nabila Hendriana; Lina Marlina

Jurnal Pajak dan Analisis Ekonomi Syariah 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Islamic economics is an economic system based on the principles of the Qur’an and the Sunnah, with the aim of providing benefit (maslahah) for humanity. Conceptually, Islamic economics is fixed, but in practice, depending on certain situations and conditions, it may change or be applied more broadly. The main principles of Islamic economics consist of four elements: tawhid (monotheism), balance, freedom of will, and responsibility. Production is not only about creating goods from materials that do not exist, but also about producing goods that are useful and beneficial. The goal of production is to achieve happiness in both the worldly life and the hereafter, based on the principles of maqasid al-shariah. Production must be in accordance with Islamic values, so that it does not conflict with the protection of religion, life, intellect, lineage, and wealth. Production priorities should follow basic needs, secondary needs, and complementary needs, while taking into account justice and social aspects such as zakat and charity. Production must be carried out optimally, and the results should be distributed fairly among owners, managers, administrators, and workers. Factors of production such as natural resources, labor, capital, management, technology, and raw materials are also inseparable from the production process.

Zaptono Bandu; Siti Amalia; Rahcmad Budi Suharto

International Journal of Economics, Commerce, and Management 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study investigates the impact of population growth and the Human Development Index (HDI) on economic growth and unemployment in East Kalimantan Province using path analysis with secondary data from 2014–2023. Population growth and human development are two critical demographic and socio-economic factors that often generate complex effects on regional economic performance. The results indicate that population growth has a negative and significant effect on economic growth, highlighting the pressure that rapid demographic expansion places on natural resources, infrastructure, and employment absorption capacity. Conversely, HDI demonstrates a positive and significant relationship with economic growth, suggesting that improvements in education, health, and income contribute to higher productivity and competitiveness. On the other hand, the direct effect of population growth and HDI on unemployment is negative but statistically insignificant, which implies that the availability of jobs and structural conditions of the labor market are more influential than demographic changes alone. Interestingly, economic growth shows a negative and significant effect on unemployment, supporting the classical theory that sustained economic expansion generates employment opportunities and reduces joblessness. Mediation tests reveal that economic growth does not significantly mediate the relationship between population growth or HDI and unemployment, underscoring that unemployment dynamics in East Kalimantan are influenced by broader structural factors such as sectoral concentration, policy effectiveness, and industrial diversification. These findings highlight the importance of integrating demographic management, human capital development, and sectoral economic strategies in policy formulation. Strengthening human development while controlling excessive population growth can provide a solid foundation for inclusive and sustainable economic progress in East Kalimantan.

Abu Yazid

Jurnal Manajemen Sosial Ekonomi 2025 LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

This study examines the dynamics of Quality of Work Life, Workload, and Job Satisfaction in efforts to enhance Employee Productivity at PT. Bank Capital Indonesia, Tbk. Faced with increasingly complex industry challenges, companies need to effectively manage human resources to maintain competitiveness. Work-life balance, job satisfaction, and quality of work life are important factors that play a role in employee productivity, especially when workload increases. A quantitative approach with a descriptive correlational design was used in this study, with data collected through questionnaires and analysed using Structural Equation Modeling (SEM) with the AMOS software. The cluster random sampling technique was applied to select a sample proportionally. The findings show that Quality of Work Life and Job Satisfaction positively influence employee productivity, while Workload negatively impacts Job Satisfaction. However, Workload did not show a significant direct effect on Employee Productivity. Mediation analysis revealed that Job Satisfaction does not act as a mediator between Quality of Work Life and Employee Productivity. These findings suggest that improving Job Satisfaction, Quality of Work Life, and Work-life Balance can enhance employee productivity in the banking sector.

Nisa Hanifah; Hapsari Dyah Herdiany; Natalia Ratna Ningrum

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

One of the most common problems that occurs for MSMEs is in their development. Therefore, it is necessary to pay attention to business performance in order to be able to survive and excel in competition. This study aims to test the influence of human resource competence, financial literacy, financial capital, and social capital on the performance of MSMEs in Tempel District, both partially and simultaneously. The research approach uses a quantitative method with questionnaire instruments distributed to 99 respondents of MSME actors through non-probability sampling techniques. Data analysis was carried out using the SEM-PLS method with the help of SmartPLS 4.1.0.9 software, through outer model testing (validity and reliability test) and inner model (VIF, GoF, R2 test and hypothesis test). Hypothesis testing is carried out through the t-test and the f-test. The results of the study show that partially human resource competence, financial literacy, and financial capital have a significant positive effect on the performance of MSMEs, while social capital has a positive but insignificant effect on the performance of MSMEs. The results of the research simultaneously show that human resource competencies, financial literacy, financial capital, and social capital have a significant effect on the performance of MSMEs. The implications of these findings emphasize the need for strategies to strengthen human resource competence, increase financial literacy, optimize financial capital, and develop social capital to strengthen the competitiveness and sustainability of MSMEs in the research area.

Roy Rahmanto; Bresca Merina

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to describe the management of the Keceme Drinking Water Supply System SPAM as an effort to overcome drought in Waru Hamlet, Girisekar Village, Panggang District, Gunungkidul Regency, Special Region of Yogyakarta. The drought problem in the area has been going on for a long time, thus demanding a sustainable solution to meet the community's clean water needs. This study uses a qualitative approach with data collection techniques through observation, in-depth interviews with SPAM managers and the community, and documentation. Data analysis was carried out with reference to George R. Terry's management theory which includes four management functions, namely planning, organizing, actuating, and controlling. The results show that the existence of the Keceme SPAM greatly helps the community in obtaining access to clean water, although various obstacles still exist. The main obstacles include planning that is mostly not documented in writing, limited number and capacity of human resources in management, technical problems in the form of lime deposits that disrupt water flow, and high operational and maintenance costs of the network. However, the existence of social capital in the form of a spirit of mutual cooperation among the community, as well as policy support and facilities from the village government, are important factors driving the sustainability of SPAM management. This research is expected to provide practical contributions as a reference for other regions facing similar challenges, particularly in optimizing the use of local water sources as a sustainable drought mitigation strategy.

Diki Ramadhani; M. Denny Kurnia Putra; M. Andi Abdulrozzaq; Jon Bon Jopi; Arum Puspitasari

Jurnal Pariwisata Indonesia 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Tedunan Beach in Seluma Regency, Bengkulu, holds exceptional potential as an ecotourism asset, attributed to its authentic and untouched natural landscape, featuring white sand stretches and a unique mangrove ecosystem. Sustainable tourism development, however, demands active participation and entrepreneurship from the local community, which is key to ensuring the equitable distribution of economic benefits and environmental preservation. This research aims to analyze the current community entrepreneurship models, identify challenges hindering business growth, and formulate strategic opportunities for development. Using a qualitative approach with a case study method, data was collected through in-depth interviews with business actors and community leaders, participant observation, and documentation studies. Findings indicate that community-based businesses have grown organically, albeit on a micro scale, encompassing fresh seafood culinary stalls, tourist hut rentals, and local guide services. Nevertheless, this growth is hampered by fundamental constraints: limited access to formal working capital, minimal promotion hindering market penetration, and a lack of professional training in financial management and tourism service standards. In response, an integrated development model is formulated recommending: increasing human resource capacity through business management and tourism awareness training, facilitating access to capital through partnerships, and strengthening digital-based promotion. In conclusion, Tedunan Beach tourism can be sustainable if supported by a comprehensive empowerment program that not only boosts economic income but also essentially fosters a sense of ownership and community responsibility towards the destination's preservation.

Salsa Zuhriana Nasution; Melissa Angelina Multi Silalahi; Emi Angelina Sinambela; Rifqi Fauzi; Dionisius Sihombing +1 more

Jurnal Manajemen Kewirausahaan dan Teknologi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the potential of micro, small, and medium enterprises (MSMEs) in enhancing the local economy through a case study of the Nay-Nay beverage business in Medan City. The research focuses on the contributions of MSMEs to job creation, income generation, improvement of purchasing power, development of local human resource skills, and the involvement of the local community in supply chain activities. A qualitative approach with a descriptive case study design was employed, utilizing semi-structured interviews, participant observation, and documentation analysis for data collection. The findings indicate that Nay-Nay plays a significant role in strengthening the local economic structure. The business creates employment opportunities for the surrounding community, increases household income, and contributes to the development of workforce competencies relevant to the food and beverage service industry. Moreover, the inclusion of local suppliers in the procurement of raw materials and distribution processes generates a multiplier effect that stimulates the local business ecosystem. Nonetheless, the enterprise faces notable challenges such as limited access to capital, price volatility of raw materials, and intense market competition. Overall, this study affirms that MSMEs are crucial drivers of inclusive and sustainable economic development and highlights the need for policy interventions that enhance managerial capacity and improve access to financing for small business actors.

Ariwibowo, Prasetio; Purba, Indra Setiawan; Fiyanto, Ary

Jurnal Ilmiah Serat Acitya 2025 Universitas 17 Agustus 1945

The purpose of this research is for MSME actors and the local government to provide solutions for limited capital, limited professional human resources, and limited access to information in order to measure market opportunities for both the government of Bogor Regency and MSME actors in Cileungsi District, Bogor Regency. The quantitative data used is secondary data, namely MSME actors in Cileungsi District, Bogor Regency and data obtained from the Office of Cooperatives and Small and Medium Enterprises of Bogor Regency. The data analysis method used is the K-Means and Clustering method. This study is based on the researchers' ideas supported by secondary data used as the basis for determining the MSME Clusters in Cileungsi District, Bogor Regency. The result of this study is that it groups Micro, Small, and Medium Enterprises (MSMEs) in Cileungsi District, Bogor Regency into 3 clusters using the K-means clustering method. The result of this study is that it classifies Micro, Small, and Medium Enterprises (MSMEs) in Cileungsi District, Bogor Regency into 3 clusters using the K-means clustering method. The calculations show that Cileungsi Kidul Village is included in cluster 1, which is the high cluster, Cileungsi Village is in cluster 2, which is the medium cluster, and Cipenjo Village, Cipeucang Village, Dayeuh Village, Limus Nunggal Village, Mampir Village, Pasir Angin Village, and Setusari Village are in cluster 3, which is the low cluster. These districts will receive government attention regarding the determination of marketing strategies to develop the market based on the priority levels of each cluster.

Syafiq Nur Iman; Tiara Hikmah J; Desi Ratnasari; Gilang Maulana S; Andira Triantika N +2 more

Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

Competition in recruiting high-quality talent has intensified due to the advancement of digital technology, globalization, and the shifting preferences of younger generations in choosing their workplace. Traditional recruitment models are no longer sufficient, requiring companies to integrate employer branding with recruitment marketing strategies to attract potential candidates effectively. This study aims to analyze how PT Surya Pratista Hutama (SUPRAMA), a food manufacturing company, implements employer branding to strengthen its corporate image and enhance recruitment effectiveness. The research employed a qualitative descriptive method through observation, interviews, and documentation studies with the Human Capital and Corporate Communication Division. The findings reveal that SUPRAMA’s employer branding strategy is carried out through organizational culture strengthening, the use of digital platforms, consistent visual identity, and collaboration with educational institutions. The integration of these strategies has proven to increase the number of qualified applicants, improve candidate experience, and enhance the company’s reputation as an employer of choice. However, challenges remain in maintaining consistent branding communication and developing innovative digital content. This study concludes that employer branding is not merely a communication tool but also a long-term investment in human resource management.