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This research uses a descriptive qualitative method with a case study approach to analyze the influence of soft skills and digital marketing skills on the performance of MSMEs in the creative economy era. Theories used in this research include competency theory and organizational performance theory. This study focuses on understanding how interpersonal abilities (soft skills), such as communication, creativity, and leadership, along with digital skills such as the use of social media, e-commerce, and digital branding, can enhance the competitiveness and productivity of MSMEs. The results show that MSME actors with strong soft skills are able to build strong customer relationships and create added value in their products, while digital skills support operational efficiency and broader market reach. The integration of these two skill sets significantly contributes to the improvement of MSME performance, particularly in terms of sales, customer satisfaction, and business growth. Therefore, the development of soft skills and digital skills is a crucial strategy to support the sustainability of MSMEs amid the increasingly dynamic competition in the creative economy.

Human Resources (HR) is a crucial asset for every organization, including CV Wahyu Artha Technic. Effective HR management through good leadership and proper training is essential to achieve company goals. This study aims to explore the relationship between leadership style and job training on employee performance at CV. Wahyu Artha Technic, West Java. Data were obtained through questionnaires completed by 65 respondents in May 2024, with a 100% response rate. The results showed that participative leadership style and timely job training have a positive and significant influence on employee performance. Sales data shows fluctuations from year to year, which is closely related to the lack of training and ineffective leadership style. A survey of respondents showed that employee performance can be improved through opportunities provided by leadership to convey feedback and complaints. Training that is relevant to operational needs and technological developments is proven to improve employee competence and productivity. The conclusion of this study is that good leadership style and structured job training significantly improve employee performance at CV. Wahyu Artha Technic. The recommendations of this study include the importance of effective communication between management and employees as well as the development of continuous training programs to maintain employee competence and motivation. Implementation of these strategies is expected to optimize overall organizational performance.

In the world of work, communication is at the root of all important aspects inherent in the person of each individual, helping to achieve goals both personally and organizationally. This study was made using literacy study methodology which found that effective communication is associated with increased productivity, better organizational health, and employee satisfaction. Identification of communication styles is also considered to play an important role in building positive interactions with others and play a key role in building personal branding. Good communication can help improve well-being in relationships and play a role in personal and professional growth and success. Case studies also show that clear internal communication positively affects employee performance, while lack of communication can lead to misunderstandings and decrease productivity. In the context of sales, communication in marketing also plays an important role in increasing sales volume by presenting clear and precise information about the product to build consumer trust.