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wahyuni, lilis; Rudy Handoko, V; Maduwinarti, Ayun

International Journal of Communication, Tourism, and Social Economic Trends 2025 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

The management of hazardous and toxic waste (B3) presents a major challenge in environmental governance, particularly in industrial areas such as Dumai City. Although regulations such as Dumai City Regional Regulation No. 5 of 2017 have been established, the evaluation of the local government’s collaborative capability in B3 waste control remains suboptimal. This study formulates the research question: how can the collaborative capability of the local government be evaluated in the implementation of Collaborative Governance within the B3 control program in Dumai City? The theoretical framework applied is the Collaborative Capability Evaluation Theory, which consists of four key dimensions: relational, structural, resource, and adaptive capacities. This research employs a qualitative case study approach using interviews, observations, and documentation techniques. The findings indicate that the local government’s collaborative capability is at a moderate level. The main barriers lie in inter-actor trust, inter-agency coordination, and limited resources. Strengthening the four dimensions of collaborative capability is essential to achieving effective, participatory, and sustainable environmental governance in Dumai City.

MonalisaMonalisa; Asriah Syam; Cindy Yoel Tanesa; Gracela Marisa; Carolina Mustikarini +1 more

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The blue economy is widely promoted as a pathway to sustainable development, yet women’s enterprises remain marginalized by structural barriers. This study investigates whether support systems directly influence the sustainability of coastal women’s businesses in Bulukumba South Sulawesi, Indonesia, while applying the Quintuple Bottom Line (QBL) and Theory of Change (Toc) frameworks. A quantitative design using survey data from women-led micro, small, and medium enterprises (MSMEs) was analyzed through structural equation modeling (SEM). The model assessed the reliability of constructs and tested the hypothesized effect of support systems including access to finance, social support, and public policy on sustainability outcomes. Findings reveal that although the measurement model demonstrated reliability and validity, support systems showed no significant direct effect on sustainability. This result contrasts with much of the existing literature but aligns with recent studies emphasizing mediation through financial literacy, managerial capacity, and institutional scaffolding. The study thus adds nuance by demonstrating that external interventions, in isolation, are insufficient for sustaining women’s enterprises in coastal contexts. The research contributes theoretically by extending QBL and Toc to gendered coastal entrepreneurship and practically by highlighting the need for integrated, gender-sensitive policies. Future research should examine mediating and moderating mechanisms that translate support into long term sustainability.

Mersiana Ari Tetik; Yoakim Rembu; Agustinus Longa Tiza; Stefanus Bekun

Studi Administrasi Publik dan ilmu Komunikasi 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The focus of this study is to analyze how the position and role of farming communities contribute to increasing community income in Alkani Village, Wewiku Subdistrict, Malaka Regency. Using a qualitative research method covering research accuracy, focus, data sources, data collection techniques, and data analysis the study describes how farmer groups function as a platform for sharing agricultural information and improving economic outcomes. Findings show that these groups actively facilitate knowledge exchange by introducing modern technologies such as tractors and drip-irrigation systems, and by promoting digital marketing to expand market access. Farmer groups in Alkani Village also serve as regular discussion forums, holding monthly or needs-based meetings where members communicate, share experiences, and address agricultural challenges together. Through training, cooperation, and collective learning, farmer groups operate not only as centers for education but also as agricultural production units that strengthen the local farming sector. Their role in collaboration enhances solidarity among farmers, enabling them to support one another and work more efficiently. As a result, these groups significantly contribute to increasing farmers’ income and improving overall welfare. The study concludes that strengthening farmer groups is essential, recommending continued enhancement of training access, administrative capacity, and active participation from all members to ensure equitable benefits.

Diana Zumrotus Sa’adah; Desty Arnita; Heli Pera Mistika; Heru Kurnia Sesba; Mallfi Lutfia

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Critical thinking is an essential skill in the modern era, characterized by rapid changes in the workplace and the dynamics of daily life. In a time when information is readily accessible and challenges are increasingly complex, individuals are required not only to master technical skills (hard skills), but also to possess the ability to analyze, evaluate, and critically respond to information. These skills are the foundation for making informed, wise, and adaptive decisions. Case studies from various recent news outlets in Indonesia show that many young people, especially Gen Z, still face difficulties entering the workforce due to a lack of soft skills and mental preparedness. This phenomenon is evident in increasing reports of unpreparedness for work pressure, poor communication skills, and a lack of problem-solving skills. Through an analysis of the literature and news reports, this article explores the relationship between critical thinking skills and the real-world challenges faced by Gen Z. Furthermore, it offers practical recommendations for developing critical thinking capacity so that young people can better adapt, improve professional performance, and respond to various issues in daily life more maturely and responsibly.  

Davina Crysanti Aryuhanna; Dwivania Naila Hanifah; Lidya Zahrania Badahda; Aprila Niravita; Muhammad Adymas Hikal Fikri

Jurnal Hukum, Pendidikan dan Sosial Humaniora 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This study offers an in-depth comparative assessment of land registration systems in Indonesia, Malaysia, the Netherlands, and Australia, acknowledging that variations in historical evolution, legal infrastructures, and administrative mechanisms have shaped each country’s approach to land governance. These foundational distinctions play a crucial role in determining how effectively each nation provides legal certainty, secures land ownership rights, and administers land records with accuracy and efficiency. The analysis explores how differing registration models—ranging from deeds-based to title-based systems—impact levels of transparency, reliability, and public trust in land management institutions. Furthermore, the study identifies the strengths, limitations, and operational challenges within each framework, demonstrating that no single system is universally superior. Instead, the effectiveness of land registration practices depends on how well they align with the socio-legal context, institutional capacity, and administrative heritage of each region. The findings emphasize the importance of context-specific policy formulation, suggesting that land administration reforms should not merely replicate foreign models but must be adapted to local legal traditions and governance needs. Overall, this research underscores the necessity of designing land registration systems that enhance legal protection, promote efficient land administration, and strengthen the long-term security of landowners’ rights across diverse jurisdictions.

Harmina Harmina; Yuyun Karystin Meilisa Suade; St Salmah Sharon

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study explores how resource-constrained small and medium-sized enterprises (SMEs) in Indonesia’s advertising sector adapt digital transformation strategies to achieve sustainable development. Using the case of Roxy Maharewa, an SME in Makassar–Gowa, the research examines strategic trade-offs between investing in advanced digital platforms and operationally transformative physical assets. Guided by the Resource-Based View, Strategic Trade-off Theory, and Contingency Theory, this qualitative case study employs semi-structured interviews with key decision-makers. Findings reveal that prioritizing high-capacity production equipment eliminated structural cost disadvantages from outsourced printing, enabling twice to fourth times potential profit margin gains and strengthening market competitiveness. Rather than adopting a fully digital-first approach, the firm employed a hybrid strategy leveraging low-cost digital tools for internal efficiency while maintaining offline relationship management to align with client preferences and infrastructural realities. This asset-led hybrid model demonstrates how SMEs in emerging markets can integrate selective digital adoption with tangible investments to achieve both rapid returns and long-term sustainability. The paper contributes to the discourse on digital transformation by providing a context-sensitive perspective for policymakers and practitioners, emphasizing that in heterogeneous digital readiness environments, blended strategies can deliver superior economic and social.

Anisa Lestari; Fahriya, Fahriya; Nurul Layali; Dian , Dian; Muhammad Ersya Faraby

Jurnal Ekonomi, Akuntansi, dan Perpajakan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The halal cosmetics industry in Indonesia has grown rapidly in recent years in line with the increasing awareness of Muslim consumers regarding product safety, cleanliness, and compliance with Islamic law. However, this industry still faces several challenges, particularly related to the availability of halal-certified raw materials, production process standardization, and coordination among key stakeholders. This study aims to analyze the synergy between the government, business actors, and halal certification institutions in the development of the halal cosmetics cluster in Indonesia. Using a qualitative approach and case study design, this research draws on literature analysis and applies the concepts of halal industry clusters and the triple helix model. The results indicate that collaboration among cosmetic manufacturers, government institutions, and certification bodies such as BPOM and LPPOM-MUI has strengthened consumer trust and legal assurance regarding halal products. Nevertheless, barriers remain, including limited knowledge among producers about halal standards and uneven support infrastructures across regions. Therefore, strengthening policy integration, capacity building for industry players, and institutional support is necessary to enhance the competitiveness and sustainability of the halal cosmetics industry in accordance with the principles of Maqashid Sharia.

Kundharu Saddhono; Muhammad Rohmadi; Ani Rakhmawati; Raheni Suhita; Budhi Setiawan

Jurnal Pengabdian dan Perubahan Sosial 2025 Lembaga Pengembangan Kinerja Dosen

This community service program was carried out with the aim of developing the concept of Javanese cultural art edu-tourism at the Kentingan Art Village Foundation in Surakarta as an academic contribution to realizing the vision of Solo City as an internationally recognized cultural tourism destination. The approach adopted was participatory and collaborative, involving various stakeholders such as foundation managers, local artists, academics, and the surrounding community. Through this program, the service team sought to strengthen managerial skills in art-based tourism management, enrich educational content that highlights Javanese cultural values, and develop digital promotion strategies to expand the reach of visitors. The results of the mentoring activities indicated a significant improvement in the capacity for managing art events and organizing the tourism area at Kentingan Art Village. The edu-tourism package developed successfully integrated elements of education, entertainment, and cultural preservation in a harmonious manner. In addition, the program encouraged growing interest from educational institutions and creative communities seeking to make Kentingan Art Village a site for cultural learning. Overall, this community service initiative made a tangible contribution to strengthening the community-based cultural tourism ecosystem in Solo City and serves as a model for developing sustainable tourism destinations rooted in Javanese local wisdom.

Abdul Azis; Merah Johansyah; Bayu Mandiri; Stefano Stefano; Hasriyani Hasriyani

Desentralisasi : Jurnal Hukum, Kebijakan Publik, dan Pemerintahan 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Local Own-Source Revenue (PAD) serves as a vital instrument in supporting regional independence and public welfare. For decades, the Land and Building Tax (PBB) has been one of the primary sources of local revenue; however, excessive dependence on PBB is considered less effective in promoting equitable economic development and enhancing citizens’ economic rights. Forcing PBB increases of hundreds of percent, as has recently occurred in a number of regions such as Pati Regency, Central Java, and dozens of other regions amid the current difficult economic situation, has invited criticism and protests. This policy has been accused of violating human rights. For this reason this study aims to analyze the urgency of exploring alternative local revenue sources beyond PBB, such as local taxes, public service retributions, management of regional assets, and innovative revenue models based on local potential. The research uses a qualitative approach through literature review and fiscal policy analysis at the regional level. The findings indicate that diversification of local revenue sources can strengthen regional fiscal capacity, improve public service delivery, and foster broader community economic participation. By sustainably and transparently developing local potential, local governments can not only enhance community welfare but also uphold the principle of economic justice as mandated by the Constitution. Therefore, optimizing local revenue sources beyond PBB represents a strategic step toward inclusive and equitable regional economic independence.

Moh. Iqbal Maulana; Mohammad Nafi’ul ’Ulum; Moh. Kholilur Rohman; Muhammad Sofyan Hariyanto; Rofiq Hidayat

Jurnal Manajemen dan Pendidikan Agama Islam 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This research stems from the urgency of the role of public relations in Islamic educational institutions, particularly madrasas, which is increasingly complex and strategic in the current digital and information era. Public relations is not only tasked with disseminating information but also with building an image, maintaining public trust, and managing effective communication between the madrasa and various stakeholders such as students, parents, teachers, and the wider community. This study aims to identify and analyze the application of ethics and professionalism in public relations at SMP Plus Darus Sholah in Jember and its impact on the institution's image and public trust. Using a qualitative case study approach, data were collected through in-depth interviews, participatory observation, and documentation. The findings indicate that the application of Islamic ethical values—such as shiddiq (honesty), amanah (trustworthiness), and tabligh (transparency)—in public relations practices significantly enhances the madrasa's credibility and public trust. Additionally, the professionalism of public relations officers, characterized by structured communication planning and interpersonal ethics, plays a crucial role in building a positive institutional image. However, challenges such as a lack of formal training and understanding of ethical standards remain. The implications of this study highlight the need for policy recommendations to enhance the capacity and integrity of public relations personnel in Islamic educational institutions to support their role as the forefront of institutional communication.

Siti Kholifatun; Tutut Dewi Astuti

Jurnal Pengabdian Masyarakat Terapan 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity was motivated by the still low ability of business owners to maintain financial records and digital promotions. Pak Joko Chicken Slaughterhouse is one of the MSMEs experiencing challenges in financial management due to its manual system and lack of use of digital media for business promotion. The objective of this activity was to improve managerial capacity through Microsoft Excel-based digital bookkeeping training and online marketing training with Google Maps and Instagram. The method used was a participatory approach through three stages of activities: field surveys, training, and evaluation of results. The results of the activity showed an increase in partners' understanding and skills in maintaining more structured and accurate financial records using Excel. Partners also succeeded in creating business profiles on Google Maps and business Instagram accounts used to promote products digitally. The tangible impact of this activity is increased awareness of the importance of financial records and digital promotions, as well as increased business competitiveness. In conclusion, digital bookkeeping and digital marketing training has proven effective in driving the transformation of traditional businesses to modern, technology-based management.

Jenny Dwi Herawati; Prity Nurpazirah; Racha Julian Chairurrizal; M. Alex Ridwan; Effendi Ibrahim

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2025 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

This study aims to measure the Community Satisfaction Index  for PT INALUM's CSR program in Kuala Tanjung Village, Batu Bara Regency, North Sumatra Province. The Hikayat Si Kuta program serves as an evaluation instrument and basis for sustainable planning, which contributes significantly to improving the community's quality of life through an integrated program of education, training, and local capacity building. The research approach uses a quantitative method by distributing a Community Satisfaction Index questionnaire to program recipients. The study results show high satisfaction scores in most aspects, but there are critical challenges in the program's independence and sustainability, indicating potential dependency. This is because one of the programs has only been running for 1-2 years, so in the early stages the impact of its independence is not yet clearly visible. These findings confirm that corporate social responsibility (CSR) has had a tangible impact, but strategies are still needed to strengthen the program's social resilience. This article recommends the development of a roadmap for strengthening the capacity of assisted groups so that the implementation of corporate social responsibility (CSR) programs can have a more sustainable and inclusive impact.

Widya Aulia Siregar; Riyan Pradesyah

Jurnal Pengabdian dan Kesejahteraan Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

Micro, Small, and Medium Enterprises (MSMEs) are a major pillar of the national economy, but Rengginang MSMEs in Dolok Kahean Village face challenges adapting to the digital era, characterized by limited market reach through traditional methods and minimal product exposure due to not utilizing digital media. In fact, a digital presence is crucial for achieving positive benefits such as higher income. The main objective of this community service is to provide intensive assistance in implementing digital marketing strategies for Rengginang MSMEs. The implementation method is based on the principle of Participation with a Participatory Action Research (PAR) approach. Concrete actions include intensive Capacity Building Training on digital marketing fundamentals, branding strategies, and product photography techniques, followed by direct assistance in creating and managing social media accounts. The results of the community service demonstrate the successful transformation of Rengginang MSMEs into digitally literate MSMEs. Key achievements include increasing partner digital capacity, activating new digital marketing channels, and strengthening product visual branding. Evaluation through FGDs confirms that this implementation triggers a significant expansion of market reach beyond village boundaries and increased consumer awareness. The conclusion confirms that intensive mentoring is a vital strategy to bridge the digital divide at the village level, thereby effectively supporting the development of the local creative economy and accelerating economic growth.

Muhamad Saleh Sukiman

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study is driven by the pressing necessity for educational institutions to possess skilled and high quality workforce  to ensure educational achievement. Human resource administration plays a strategic role in enhancing individual contributions toward achieving academic objectives. The quality of school HR is a crucial factor in determining both educational standards and outcomes. The purpose of this research is to explore how personnel administration contributes to the creation of superior HR within schools. A Systematic Literature Review (SLR) approach was employed, analyzing 30 articles accredited at the national level sourced from Google Scholar. The systematic literature review  method was selected since it provides a thorough understanding and integrates findings from a range of pertinent studies, leading toward more credible and dependable conclusions. The findings indicate that HR administration is a key element in developing excellent educational staff through several mechanisms, including administrative oversight, educator hiring and screening, capacity building, and work performance assessment, well being and equitable remuneration and institutional culture building, and dispute resolution. These interrelated elements collectively contribute to forming superior HR, consequently enhances the general standard of education. This study provides a significant contribution to understanding the pivotal role of HR management within educational settings and presents effective approaches that schools can implement to strengthen the standard of their educational staff.

Fakrusyi Sahkirin Hibatur Rokhman; Sri Kamariyah; Ika Devy Pramudiana

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2025 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

This study examines the management of Village Funds in supporting infrastructure development in Sumurgenuk Village, Lamongan Regency. The main focus of the study is the effectiveness of Village Fund management through planning, implementation, evaluation, supervision, and accountability based on the principles of good governance. The method used is a case study with a descriptive qualitative approach. The results show that the management of Village Funds in Sumurgenuk Village has been running well and in accordance with applicable regulations. The planning process was carried out in a participatory manner, although not evenly distributed across all hamlets. The implementation of physical activities, such as road construction, irrigation, and cash-for-work programs, has had a positive impact on accessibility, agricultural productivity, and community welfare. Evaluation, supervision, and accountability are carried out in layers, although there are obstacles in the equal distribution of public information and the capacity of village officials. Overall, the management of Village Funds reflects the principles of transparency, accountability, participation, and effectiveness, but increasing the capacity of officials and community participation is still needed for sustainable development.

Jeremia Manalu; Besty Habeahan

Federalisme : Jurnal Kajian Hukum dan Ilmu Komunikasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The Heritage Center (BHP) is a government institution under the Ministry of Law and Human Rights of the Republic of Indonesia that has a strategic role in civil law, especially related to the management of heritage property. Rooted in colonial regulations and regulated in the Civil Code, BHP is authorized to represent and protect the legal interests of individuals whose whereabouts are unknown, immature, or legally incompetent. This study aims to analyze the implementation of BHP's duties in managing heritage assets based on the provisions of the Civil Code and identify supporting and inhibiting factors for its implementation. The method used is normative legal research with a legislative approach and literature study. The results of the study show that BHP's position is as a subject of public law that carries out private legal functions. BHP's authority includes the management of unmanaged legacies, acting as a guardian or guardian, and acting as a curator in bankruptcy cases. Despite having a strong legal basis, the effectiveness of the implementation of BHP's duties in the field has not been optimal. The obstacles faced include limited resources, lack of public understanding, and coordination between agencies that has not been maximized. Therefore, systematic improvement efforts are needed through institutional capacity building, legal socialization, and strengthening regulations and cross-sector synergy to support the effective and sustainable implementation of BHP's tasks.

Nabila Nurfianda; Ahmad Muhammad Mustain Nasoha; Azizah Nur Fadilah; Nabila Salsabila; Radela Neva Kusuma

Federalisme : Jurnal Kajian Hukum dan Ilmu Komunikasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Madrasah diniyyah and pesantren in the Indonesian context have often been viewed as non-formal or religious educational institutions, rather than as active legal subjects in national development. However, regulatory transformations and contextual challenges have prompted the need for legal recognition of these institutions in order to align them with the ideals of Pancasila. This study aims to analyze the role of madrasah diniyyah and pesantren. The methods used are normative and comparative qualitative research with a review of legislation and case studies of madrasah diniyyah/pesantren. The findings show that although regulations (e.g., the Pesantren Law) have provided legal recognition, there are still structural obstacles in the form of differences in institutional status, administrative capacity, and interpretative conflicts of values. On the other hand, several pesantren have successfully reconstructed themselves as actors of local development through community empowerment programs. In conclusion, legal recognition needs to be strengthened through the formulation of complementary regulations, institutional capacity building, and synergy between the government and pesantren communities so that these institutions can become pillars of national development based on Pancasila.

Pristi Wahyudi; Dandy Patria W; Sapto Pramono

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study examines the challenges and solutions in bureaucratic transformation towards digitalization in government institutions, with a focus on the administrative services for issuing Certificates of Existence of Mass Organizations/NGOs by the National Unity and Politics Agency (Kesbangpol). The main obstacles identified include data fragmentation, outdated regulations, rigid organizational structures, and resistance to change. Limited human resource competency and political instability also hamper the implementation of reforms. To address these challenges, it is crucial to develop a comprehensive reform roadmap, simplify regulations, and strengthen data integration. Cybersecurity infrastructure development, organizational restructuring, and human resource capacity building through digital training are essential. Furthermore, strong political commitment is crucial to ensure the sustainability of reforms. Interviews indicate that service quality, verification standards, and speed of service influence public trust and satisfaction. Successful bureaucratic reform requires a combination of technological, regulatory, organizational, and cultural strategies to create modern and responsive public services.

Unik Depisari; Fathonah, Aenia Latif; Cery, Cery; Ashfa, M. Aqila; Fitriyah, Siti Zakiyatul +1 more

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

This study aims to analyze the implementation of the murabahah bil wakalah contract within Islamic financing institutions by examining procedural compliance, documentation quality, and the effectiveness of internal monitoring. A qualitative approach was applied using in-depth interviews, structured observations, and document analysis involving purposively selected informants. Data were analyzed using thematic analysis supported by data reduction, coding processes, source triangulation, and conclusion drawing. The findings indicate that the implementation of the contract generally aligns with sharia principles, although operational challenges persist, including inconsistent documentation, varied member understanding of wakalah procedures, and limitations in monitoring practices. Verification processes and margin determination have been properly executed, yet administrative governance requires strengthening to ensure alignment between procedural guidelines and real-world practice. The study highlights the importance of increasing sharia literacy and enhancing human resource capacity to improve efficiency and compliance in implementing murabahah bil wakalah within micro-level Islamic financial institutions.

Ricky Septian; Ahmad Afandi

Jurnal Pengabdian Masyarakat dan Transformasi Kesejahteraan 2025 Lembaga Pengembangan Kinerja Dosen

Currently, MSMEs (Micro,Small,and Medium enterprises) face significant challenges, including minimal digital literacy,limited access to technology,and the need for appropriate branding strategy formulation to compete in the broadband era. This research is a community service program aimed at strengthening the skills and capacity of MSME actors in Dolok Kahean Village so that they can market their products online and build their brand through digital platforms. The method used is a qualitative-applicative approach focusing on intensive training, education, and assistance (hands-on). The material covered the mastery of basic digital marketing concepts, online brand management, and practical technical assistance in creating and managing social media accounts and e-commerse. The results indicate that the program successfully and effectively overcame digital literacy constraints and instilled awareness about the crucial need for fundamental changes in business mindset and models. Partners have mastered basic digital marketing concepts and were successfully assisted in creating an Instagram account, which tangibly strengthened their practical skills for expanding sales reach. Futhermore, the objective of strengthening branding was achieved, as partners recognize that branding is a vital investment and fundamental strategy for creating a solid foundation for long-term business sustainability. Overall, the implementation of digital marketing strategies proves to be a comprehensive solution that significantly aids the development of MSMEs in responding to the shift in consumer behavior toward online shopping.