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Andi Tanri Seno Widyawati; M. Zaky Zaim Muhtadi

Konstruksi: Publikasi Ilmu Teknik, Perencanaan Tata Ruang dan Teknik Sipil 2026 Asosiasi Riset Ilmu Teknik Indonesia

This study aims to design and develop an Augmented Reality (AR)-based application for real-time data monitoring of an automatic weather station at PT. XYZ. The system was developed using a prototyping method, involving five key stages: sensor data acquisition via CBOX devices and the Modbus RTU protocol, data transmission through a Flask-based Web API, storage in a MySQL database, QR code-based target image creation using the Vuforia Engine, and a 3D visualization interface developed with Unity integrated with the Vuforia SDK on Android devices. The system successfully received and stored weather data—such as temperature, humidity, and wind speed—into the MySQL database. The AR application also displayed a stable 3D interface panel over QR code markers, providing real-time data updates through an HTTP-based mechanism. This research demonstrates the successful integration of SCADA, Flask, MySQL, and Unity, enhancing both the functionality and commercial appeal of PT. XYZ’s weather station products. Future research should focus on field testing, cloud network integration, and device compatibility.

Riny Tri Yuliandita; M.Natsir Nugroho; Nofierni Nofierni

International Journal of Economics and Management Sciences 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The premium healthcare industry in urban areas is experiencing increasing competition along with the increase in healthcare facilities and the increasing public demand for fast, comfortable, and quality medical services. In this context, Columbia Asia Pulomas Hospital is implementing an expansion strategy by increasing facility capacity, modernizing services, and adding a Center of Excellence (COE) as a service differentiation. This study aims to analyze customer retention strategies within the Balanced Scorecard (BSC) framework, focusing on the relationship between customer perspectives, internal processes, learning and growth, and their application to the financial perspective. The research method uses a document-based policy and strategy analysis approach, field findings, and a synthesis of Balanced Scorecard theory and patient experience.The analysis shows that customer retention during the expansion phase is influenced not only by clinical quality, but also by the assurance of doctor time in practice, speed of service, physical comfort, and digitization of queues and administration. The addition of a COE has been shown to increase the perception of service value and expand market share through service specialist differentiation. Within the BSC framework, the customer perspective serves as a leading indicator for achieving the financial perspective, where increased patient retention contributes to increased revenue, ROI growth, and long-term financial expectations. The research implications emphasize that strategies for strengthening human resources, modernizing internal processes, and service innovation are important foundations in ensuring successful hospital expansion and enhancing competitive advantage.

Wilyan Adiasari; Sudarmiatin Sudarmiatin; Agus Hermawan

International Journal of Management and Strategic Business Leadership 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Health-related SMEs in Indonesia have significant opportunities to enter international markets, but many businesses still face limitations in digital capabilities, innovation, and readiness for external markets. This study aims to examine the influence of digital transformation on the success of health-related SMEs in going international, both directly and through business innovation as a mediator. The study employs a quantitative approach using a cross-sectional survey design involving 200 owners or key managers of SMEs in East Java, selected via purposive sampling. Data were analysed using Structural Equation Modelling-Partial Least Squares (SEM-PLS). The results indicate that digital transformation has a positive influence on business innovation and the success of going international. Business innovation also has a positive effect on internationalisation success and mediates the relationship between digital transformation and external market success. These findings confirm that digitalisation should not merely be understood as an operational tool, but as a strategic capability that must be integrated with product, process, marketing, and business model innovation. The research implications emphasise the importance of strengthening digital capabilities and business innovation to enhance the global competitiveness of Indonesian health-related SMEs

Rafly Maulana Yahya

An International Journal Tourism and Community Review 2026 Akademi Kesejahteraan Sosial Ibu Kartini Semarang

Public facility cleanliness is a reflection of cultural values and collective social responsibility. Bus stops, as daily transit points for thousands of commuters, often face declining cleanliness due to limited user participation and management. This community service program was conducted on April 22, 2026, at RSAL Bus Stop, Surabaya, Indonesia, with one researcher as the sole implementer. The objectives were to improve physical cleanliness, provide environmental education, and enhance aesthetics through greening. The method consisted of three activities: installing cleanliness reminder posters, cleaning the bus stop area, and adding ornamental plants in flower pots. Evaluation employed qualitative descriptive techniques, including observation, photographic documentation, and informal interviews. Findings revealed that the bus stop floor, initially littered with plastic waste, cigarette butts, and dry leaves, became clean after sweeping. Posters were successfully placed in visible positions, and three flower pots containing Sansevieria trifasciata and Epipremnum aureum created a fresher atmosphere. Users responded positively, noting improved comfort and cleanliness. The synthesis indicates that simple interventions by a single individual can generate meaningful improvements when combining physical cleaning, visual education, and greening. This initiative demonstrates that small-scale university-led social responsibility programs can serve as replicable models for sustainable public facility management.

Erinaldi, Erinaldi; Angelina Ramadhani; Murni Murni; Mutia Rahmah Sari; Ulfa Muti’ah

Studi Administrasi Publik dan ilmu Komunikasi 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Digital transformation in public administration has become one of the strategic agendas in modern bureaucratic reform to improve the effectiveness, efficiency, transparency, and quality of public services. This study aims to analyze the digital transformation of public administration through a comparative study between Indonesia and South Korea, particularly in the implementation of digital government. This study uses a qualitative method with a comparative study approach and is supported by library research through secondary data collection from scientific journals, international agency reports, government policy documents, and relevant previous research. The data analysis technique uses descriptive-comparative analysis with the theoretical approaches of Digital Era Governance (DEG), Institutional Theory, New Public Management (NPM), and Socio-Technical Systems Theory. The results of the study show that South Korea has succeeded in developing an integrated digital government because it is supported by consistent national policies, strong data interoperability, high bureaucratic capacity, adaptive organizational culture, and equitable distribution of digital infrastructure. In contrast, Indonesia is still in the transition stage from e-government to digital government and faces various obstacles such as fragmentation of inter-agency systems, low data interoperability, inequality in digital infrastructure, limited ASN competency, and bureaucratic resistance to change. Based on the Digital Era Governance theory, South Korea has successfully implemented the principles of reintegration, needs-based holism, and digitization of changes, while Indonesia remains suboptimal in terms of bureaucratic integration and services based on public needs. This study concludes that the success of digital transformation in public administration is determined more by institutional strength and bureaucratic reform than simply by technology adoption. Therefore, Indonesia needs to prioritize digital transformation as a comprehensive national reform agenda to create a modern, responsive, and service-oriented government.

Safa Hisham Kabbani; Mefri Yudi Wisra; Suyono Suyono

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

Analysis of the business situation experienced by PT Spectrum Lintas Service indicates that the achievement of success in obtaining large-scale project contracts is greatly influenced by the technical image and confidence given by clients. This study aims to investigate the impact of Improving Technical Qualifications, Customer Relationship Management, and Procedural Governance Quality on the Achievement of Competitive Advantage at PT Spectrum Lintas Service. The study population consisted of a total of 141 customers. The data analysis approach used was the SPSS tool to test the research hypothesis through t-test and F-test. The results of the F-test showed a significance probability value of 0.000 smaller than 0.05. Based on the findings, it can be concluded that improving technical qualifications, customer relationship management, and procedural governance quality significantly contribute to the competitive advantage of PT. Spectrum Lintas Service. Improving technical qualifications has a negative but not substantial impact on competitive advantage, with a significance value of 0.110 greater than 0.05. Customer relationship management has an impact on competitive advantage with a significance value of 0.00, which is smaller than 0.05. The quality of the procedural system has a significant influence on competitive advantage.

Cindi Ida Febrianti; Lathifatul Fikriyah; Rafika Meila Sari

Riset Ilmu Manajemen Bisnis dan Akuntansi 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the relationship between salaries, allowances, and employee productivity on company profitability. Human resources are an important factor in determining organizational success because employee quality and performance directly influence the achievement of company goals. Providing appropriate compensation, including salaries and allowances, can increase employee motivation, job satisfaction, and loyalty, thereby encouraging higher work productivity. High productivity reflects the company’s ability to utilize resources effectively and efficiently in order to produce optimal output. In addition, employee turnover is an important aspect that must be considered because it may affect operational stability and the company’s effectiveness in achieving business targets. Profitability is used as the main indicator to assess the company’s ability to generate profits from its operational activities. This study applies a quantitative method with an approach that examines the relationships among variables to obtain an overview of the influence of compensation and productivity on company profitability. The results of this study are expected to provide insights and recommendations for companies in managing human resources more effectively in order to improve financial performance sustainably.

Lade Albar Kalza; Ashaeryanto; La Ode Liaumin Azim

VitaMedica : Jurnal Rumpun Kesehatan Umum 2026 STIKES Columbia Asia Medan

The Free Nutritious Meal (MBG) program is one of the Indonesian government’s strategic initiatives aimed at improving the nutritional status of school-aged children. The success of this program is influenced not only by food availability but also by students' knowledge and attitudes toward nutrition. This study aims to analyze the influence of students’ nutritional knowledge and attitudes on their readiness to support the MBG program. This research employed a quantitative approach with an explanatory design. Data were collected using questionnaires distributed to students at SD Negeri 6 Sawa, North Konawe Regency. The analysis was conducted using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that nutritional knowledge has a significant effect on students’ attitudes. Furthermore, students’ attitudes significantly influence readiness to support the MBG program. However, the direct effect of nutritional knowledge on readiness was not statistically significant. These findings indicate that attitude plays an important role in mediating the relationship between knowledge and readiness to support the MBG program. Therefore, nutrition education is essential to strengthen students’ attitudes and support the successful implementation of the MBG program.

Widjaja, Rita; Simondinata, Gunawan; Leoni, Stella; Simanjuntak, Manlian Ronald Adventus

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

The rise of the digital age has brought significant changes to leadership dynamics and leadership development patterns within the context of Christian ministry. This paper addresses the critical issue of leadership succession failure, which is driven by a generational gap between senior leaders and young leaders-in-training, as well as the underutilization of technology in the mentoring process. Using a descriptive qualitative approach through literature review, state-of-the-art analysis, and theological synthesis, this study assesses the relevance and effectiveness of the multiplicative leadership model as a solution to the leadership succession problem. The analysis reveals that multiplicative leadership—which emphasizes discipleship, intensive mentoring, delegation of responsibility, and intergenerational collaboration—can bridge the generational gap while accelerating the multiplication of leaders in the digital age. The integration of digital technologies, such as virtual mentoring, digital training modules, and collaborative media, has proven capable of expanding the impact of the leadership development process and enhancing relational closeness between generations. This paper concludes that the multiplicative leadership model is a strategic and theological approach aligned with the biblical mandate to produce leaders capable of developing other leaders, and is relevant for addressing the challenges of contemporary Christian leadership.

Aufi Hidayatul Azmi; Anisa Septi Artanti; Adifa Zahra; Ratna Juwita; Zulian Fikry

Jurnal Ilmu Pendidikan 2026 Lembaga Pengembangan Kinerja Dosen

Autism Spectrum Disorder (ASD) is a developmental disorder that requires ongoing support and intervention from family and related parties. The role of families, especially parents, is crucial in the admissions process, the provision of emotional support, as well as active involvement in the therapy and social interventions of children with autism. Various studies show that social support and family education contribute significantly to the success of children's growth and development. However, families also face challenges such as limited access to services, social stigma, and lack of knowledge. Effective approaches that can be used such as knowledge enhancement through education, social support networks, and collaboration with professionals. In addition, government policy support and the availability of inclusive services are also important factors in supporting the success of interventions. This study uses a literature review methodology and focuses on the role of families in supporting children with autism holistically to develop a sustainable and effective intervention program based on family needs. These findings are expected to be the basis for the development of a more comprehensive and adaptive family assistance strategy for various socio-cultural conditions.

Eva Athifah; Muhamad Ihsan Khuluki; Beta Hikmah Zahrotunnisa; Dinda Rahmanida; Siswadi Siswadi

Jurnal Riset Rumpun Ilmu Pendidikan 2026 Lembaga Pengembangan Kinerja Dosen

This study analyzes the urgency of synergy between the conceptual foundations of student management and strategic planning in the educational environment as an effort to optimize the potential of students. This research uses a descriptive qualitative approach through literature study, with secondary data obtained from journal articles, books, and related literature. This study reveals that the success of student management does not only depend on mastery of the theory of educational service principles, but is also largely determined by the accuracy of planning steps, including needs analysis, recruitment, orientation, and student distribution systems. The results of the study show that the alignment between philosophical foundations and systematic managerial procedures is a crucial factor in creating a positive learning ecosystem and supporting the effective achievement of national educational goals. Through this integration, the policies implemented by educational institutions will be more representative in ensuring the comprehensive development of students' interests and talents.

Neta Alvira Nirmala; Danur Jaya; Ahmad Rizal

Jurnal Siti Rufaidah 2026 PPNI UNIMMAN

Exclusive breastfeeding during the first six months of a baby's life is an important effort in improving children's health and growth and development. However, the success of exclusive breastfeeding still faces various challenges, one of which is influenced by socio-cultural factors that develop in society. The purpose of this study is to determine the relationship between socio-cultural factors and the success of exclusive breastfeeding at Grha Permata Ibu Hospital In 2025. This study used a quantitative method with an analytical observational cross-sectional design. The study population consisted of mothers with infants aged 6–9 months at Grha Permata Ibu Hospital. The sample size was 96 respondents, obtained using the Lemeshow formula with total sampling technique. Data collection was conducted using a sociocultural questionnaire and an exclusive breastfeeding success questionnaire. Data analysis was performed univariately and bivariately using the chi-square test. Based on the chi-square test results, a p-value of <0.001 was obtained, meaning that the p-value was <α (0.05), so it can be concluded that there is a relationship between sociocultural factors and the success of exclusive breastfeeding at Grha Permata Ibu Hospital in 2025.

Skolastika Dinda Ayu Maharani; Monica Innanda Chiaralazzo; Intan Sakti Pius X

Berkat : Jurnal Pendidikan Agama dan Katolik 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This article examines the phenomenon of interfaith solidarity rapidly flourishing in Indonesia’s digital sphere during Ramadan, specifically through the viral "war takjil" trend involving active participation from non-Muslim communities. With national social media users reaching 180 million, digital platforms have transformed into crucial interaction spaces facilitating fluid and participatory interfaith communication. This research employs a qualitative approach using literature review, phenomenological analysis, and theological reflection within the Catholic tradition to understand the meaning behind this social behavior. Main findings indicate that this phenomenon is a concrete manifestation of bottom-up pluralism, emerging organically from daily social interactions. Based on the Contact Hypothesis, these digital interactions successfully reduce prejudice by achieving common goals and maintaining equal status in public spaces. Theologically, the phenomenon reflects the spirit of universal brotherhood and solidarity emphasized in the documents Fratelli Tutti and Nostra Aetate. The article concludes that healthy pluralism is the capacity to maintain one's own faith identity while actively building bridges of love with those of different beliefs. The implications emphasize the importance of media literacy for faith educators and catechists to guide the community in responding to digital social dynamics constructively without compromising theological truths. This study serves as a reference for developing inclusive, love-based interfaith communication strategies within Indonesia’s diverse digital society.

Ahmad Zaky Azkyak; H. Mustadi

Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2026 Asosiasi Periset Bahasa Sastra Indonesia

In the current digital era, social media has become an open space filled with streams of information, including invalid ones. Santri, as the future generation of the ummah, are required to have critical thinking skills to filter, analyze, and make wise decisions. Islamic boarding schools as traditional Islamic educational institutions are faced with the challenge to remain relevant amidst technological developments. This study aims to: 1) Find out the strategies of Pondok Pesantren Daruttaqwa III Gresik in improving students’ critical thinking skills toward social media developments, 2) Identify supporting and inhibiting factors in the implementation of the strategy, 3) Understand the role of Pondok Pesantren Daruttaqwa III in integrating traditional values with modern approaches to sharpen students’ critical thinking skills. This research uses a qualitative method with a case study approach. Data were collected through observation, interviews, and documentation. The data analysis includes data collection, data reduction, data presentation, and drawing conclusions. The results show that the strategies include: 1) Integration of digital literacy and critical thinking in the formal education curriculum, 2) Character building and supervision in the dormitory environment as a key strategy, 3) Strengthening through extracurricular activities, awareness campaigns, and limited training. Supporting factors include strong leadership, dedication from teachers and administrators, presence of traditional Islamic values as ethical foundations, and increased student awareness. Obstacles include time limitations, lack of structured materials, varying digital literacy levels, and the rapid evolution of social media. The pesantren has successfully integrated Islamic values such as tabayyun, adab, amanah, and husnudzon with modern approaches.

Ahmad Zaky Azkyak; H. Mustadi

Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2026 Asosiasi Periset Bahasa Sastra Indonesia

In the current digital era, social media has become an open space filled with streams of information, including invalid ones. Santri, as the future generation of the ummah, are required to have critical thinking skills to filter, analyze, and make wise decisions. Islamic boarding schools as traditional Islamic educational institutions are faced with the challenge to remain relevant amidst technological developments. This study aims to: 1) Find out the strategies of Pondok Pesantren Daruttaqwa III Gresik in improving students’ critical thinking skills toward social media developments, 2) Identify supporting and inhibiting factors in the implementation of the strategy, 3) Understand the role of Pondok Pesantren Daruttaqwa III in integrating traditional values with modern approaches to sharpen students’ critical thinking skills. This research uses a qualitative method with a case study approach. Data were collected through observation, interviews, and documentation. The data analysis includes data collection, data reduction, data presentation, and drawing conclusions. The results show that the strategies include: 1) Integration of digital literacy and critical thinking in the formal education curriculum, 2) Character building and supervision in the dormitory environment as a key strategy, 3) Strengthening through extracurricular activities, awareness campaigns, and limited training. Supporting factors include strong leadership, dedication from teachers and administrators, presence of traditional Islamic values as ethical foundations, and increased student awareness. Obstacles include time limitations, lack of structured materials, varying digital literacy levels, and the rapid evolution of social media. The pesantren has successfully integrated Islamic values such as tabayyun, adab, amanah, and husnudzon with modern approaches.

Damun Damun; Khalimi Khalimi

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2026 Pusat Riset dan Inovasi Nasional

Air quality in the Special Capital Region of Jakarta has shown a concerning decline in recent years, largely due to high emissions from motor vehicles as the main source of pollution in urban areas. The Provincial Government of DKI Jakarta issued Governor Regulation Number 66 of 2020 concerning Exhaust Emission Testing for Motor Vehicles as a public policy instrument aimed at controlling air pollution. This study aims to analyze the implementation of the regulation from a public policy perspective and to identify supporting and inhibiting factors in its execution. The research employs a normative juridical method with statutory and conceptual approaches, supported by qualitative analysis of policy documents and reports on the implementation of emission testing. The results reveal that the implementation of the regulation has not been optimal due to limited emission testing infrastructure, low levels of public awareness and socialization, and inconsistent enforcement of administrative sanctions. Nevertheless, there are opportunities to improve policy effectiveness through strengthened inter-agency coordination, digitalization of monitoring systems, and increased environmental literacy among the public. Therefore, the success of emission control policy implementation is highly dependent on resource support, regulatory consistency, and community awareness, necessitating a comprehensive and continuous multi-stakeholder improvement strategy and stronger commitment.

Putri Cinta Mei; Audi Dwi Santoso

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2026 Pusat Riset dan Inovasi Nasional

Population administration services are essential public services that fulfill the civil rights of the community. However, the process of changing Family Card (KK) data at the village level often faces problems, such as complicated procedures and limited access to services. With the development of information technology, village governments are required to implement digital-based service innovations through a digital governance approach. This study aims to evaluate the effectiveness of digital governance implementation in population administration services through the LAPAK SARAH application for Family Card data changes in Dayu Village, Nglegok District, Blitar Regency. The approach used in this study is descriptive qualitative with data collection techniques in the form of in-depth interviews, observation, and documentation. Research informants included village officials and community members as service users. The results showed that the use of the LAPAK SARAH application could improve the performance of population administration services, as indicated by faster service times, easier access, and increased service transparency and accountability. From a digital governance perspective, the role of village officials, cooperation with the Population and Civil Registration Office, and community participation improved service quality. However, this study also found obstacles such as limited digital literacy among the community, differences in village device capacity, and technical infrastructure constraints. The success of digital population administration services at the village level is not only determined by the use of technology, but also by the quality of governance and the readiness of the parties involved.

Muspirah Muspirah; Sapriadi Sapriadi; Zulkifli Said; Basri Basri

Merkurius : Jurnal Riset Sistem Informasi dan Teknik Informatika 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

Marriage confirmation services are often hampered by manual procedures, leading to delays and administrative errors. This study aims to design and implement a web-based Marriage Confirmation Information System to facilitate registration, document uploads, and online monitoring of verification status and court schedules. The system was developed using the PHP programming language and MySQL database using the Waterfall method, encompassing analysis, design, implementation, and testing. The results show that the system is capable of optimally performing all managerial functions, from document validation to report automation. Black Box testing confirmed that all features functioned as expected and were easy to use. In addition to improving bureaucratic efficiency, the system ensures data security through login encryption and provides transparency through real-time status tracking. The presence of this platform significantly saves time and transportation costs for the public, as bureaucratic processes can be monitored from anywhere. In conclusion, this system successfully supports the digitalization of public services and improves the quality of administration within the Office of Religious Affairs (KUA) and Religious Courts, thereby realizing more effective, efficient, accountable, and modern governance for all levels of society

Hendra Haipi; Dewa Oka Suparwata; Merita Ayu Indrianti; Aditya Djaini

Student Scientific Creativity Journal 2026 Pusat Riset dan Inovasi Nasional

. The Agropolitan Program based on corn commodities in Gorontalo Province aims to enhance agricultural productivity, improve farmers’ welfare, and strengthen the competitiveness of corn. This study examines the progress of program implementation and its impact on production, quality, export volume, and competitiveness. A quantitative approach was employed, utilizing SWOT analysis and the Revealed Comparative Advantage (RCA) method. Data were obtained from the Central Bureau of Statistics, relevant institutions, as well as limited observations and interviews.The results indicate that the Agropolitan Program has contributed positively to the expansion of harvested areas and increased corn production, particularly during the 2020–2024 period. This increase is not only evident in terms of quantity but has also begun to show improvements in the quality of yields, although these improvements are not yet evenly distributed across regions. However, export performance remains fluctuating, with unstable RCA values, indicating that the competitiveness of corn in the international market still faces various challenges.This condition is influenced by limitations in logistics infrastructure, weak farmer institutions, dependence on middlemen, and the suboptimal integration of the value chain from upstream to downstream. In addition, access to technology, financing, and market information remains a significant constraint that needs to be addressed. It is concluded that the success of the program requires strengthening institutional capacity, improving distribution efficiency, and implementing sustainable and integrated export policies to support the stability and long-term competitiveness of corn.

Edwin Pondi Suwanto; Kafi Udin; Julia C; Vela Prawesti; Devia Ariana P +19 more

Jurnal Hasil Kegiatan Bersama Masyarakat 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Micro, Small, and Medium Enterprises (MSMEs) in Kemasantani Village have considerable potential in developing cassava-based products using MOCAF flour, particularly Antari chips. However, limited brand identity, unattractive packaging, and the underutilization of digital marketing have constrained product competitiveness and revenue growth. This community service program aimed to strengthen branding and optimize digital marketing strategies to support MSME revenue growth. A qualitative participatory approach was employed through surveys, interviews, observations, documentation, and direct assistance in brand identity development, packaging redesign, and social media management. The results indicate improvements in product image, packaging attractiveness, and market reach through digital platforms. The integrated application of branding and digital marketing successfully increased consumer engagement and led to an approximate 35% increase in MSME revenue within a three-month period. These findings suggest that strategic branding and digital marketing are effective approaches for enhancing competitiveness and ensuring the sustainability of locally based MSMEs in rural areas.