SMEs are the backbone of the local economy and require contextualized and adaptive leadership and human capital management strategies. This article aims to describe the indigenous values-based leadership model implemented in Aglaia Shoes Cleaning-a shoe-care SME in Malang City-and how it contributes to strengthening human capital. The service activities were carried out through a participatory and educative approach, including soft skills training, structuring work structures, and preparing simple SOPs based on local cultural values such as mutual cooperation, responsibility, and perseverance. The results of the activities show that a leadership approach that integrates indigenous values can create a more collaborative work environment, increase productivity, and foster loyalty and a sense of ownership in the work team. Strengthening human capital does not only occur through increasing technical capacity, but also through instilling local values and work ethics. This model has the potential to be replicated in other MSMEs with similar characteristics to encourage local culture-based business sustainability.

This research analyzes the effectiveness of Wismilak Diplomat's sponsorship of the 2024 Presidential Cup Sapi Sono and Karapan Sapi cultural events as a marketing strategy to increase brand awareness and brand image in Madura. Using qualitative methods with a case study approach, this research examines the impact of sponsorship on audience engagement and brand perception through branding elements, interactive activities and digital media. The research results show that culture-based sponsorship has a positive impact on brand awareness and image, especially through direct interaction with the audience and broad media exposure. However, there are challenges in optimizing digital media and the effectiveness of branding elements at event locations. Therefore, more adaptive and innovative sponsorship strategies are needed to increase the impact of culture-based marketing in the future.