Abstract:In an increasingly competitive business landscape, establishing a strong brand position is not merely an option but a necessity. Effective brand positioning not only helps brands differentiate themselves from competitors…
but also fosters a deeper emotional connection with customers. This study aims to analyze the relationship between brand positioning and customer loyalty using a Systematic Literature Review (SLR) approach. By reviewing previous research published in indexed journals, this study identifies key factors influencing the success of brand positioning, including product differentiation, customer perception, and brand communication consistency.
The findings indicate that brands with a clear and consistent position in customers' minds are more likely to build long-term loyalty. Customers who feel connected to a brand’s values and identity are more inclined to remain loyal and even recommend the brand to others. Furthermore, this study reveals that the transition to the digital era has significantly altered how brands establish and maintain their position, with digital marketing strategies and message personalization emerging as critical factors in sustaining customer loyalty.
This research underscores the importance of businesses not only in crafting a strong brand image but also in ensuring that customer experiences align with the brand’s promised values. By understanding and implementing effective brand positioning principles, companies can foster deeper and more sustainable relationships with their customers while enhancing their competitive edge in the market.
Abstract:Digital technology has great potential to revolutionize family finance, especially in rural areas such as Watang Kassa Village, Batulappa District, Pinrang Regency. Digital finance provides solutions for families that previously…
eviously relied on manual financial record-keeping and traditional financial information systems. With digital technology, people can record and monitor their family finances through digital financial platforms, making family financial management more efficient. Research Objectives: (1) To analyze the level of digital financial literacy among low-income communities and identify the factors influencing it. (2) To evaluate the role of digital financial platforms in helping low-income families manage their finances effectively. (3) To identify the challenges faced by low-income communities in accessing and utilizing digital financial services. (4) To assess the impact of using digital financial technology on family financial management and the well-being of low-income communities. This study employs a Participatory Action Research (PAR) approach. Participatory Action Research is a research method that involves the active participation of the community or group being studied throughout the research process, from planning, implementation, and reflection to corrective actions. The research findings indicate that the community lacks sufficient education regarding financial literacy in the use of digital tools for managing family finances. This lack of education poses a significant challenge in adopting digital finance for financial management among low-income communities. However, with the financial revolution, low-income communities have begun to understand the use of digitalization in managing family finances.
Abstract:The Indonesian coffee industry continues to grow rapidly, increasing competition among businesses. Bahagia Kopi faces challenges in slowing sales growth and stagnant asset expansion, requiring a strategic approach to sustain…
tain long-term growth. This study evaluates Improvement and Scaling as the most suitable growth strategies, using a mixed-method approach that integrates semi-structured interviews and quantitative analysis through the Analytic Hierarchy Process (AHP) and financial assessment. In the short term, operational efficiency and service quality improvements are the main priorities, requiring investment in training and performance-based incentives. In the long term, branch expansion in Bandung is identified as the key growth initiative, with funding as the primary challenge since Bahagia Kopi still depends on internal capital. Financial analysis of 2023 reports shows increased profitability, but a 32% funding shortfall remains for expansion. To address this, Mixed Financing is the most balanced approach, maintaining a healthy solvency ratio while minimizing financial risk. With a cautious yet strategic approach, Bahagia Kopi can achieve sustainable expansion without overleveraging debt, ensuring long-term stability and maintaining business growth
Abstract:The digital disruption era has significantly impacted startups, requiring them to adopt innovative Human Resource Management (HRM) strategies to remain competitive. This study examines HRM technology adoption, including AI-based…
ng AI-based recruitment, cloud-based HRIS, and digital collaboration tools, and the challenges that hinder their full implementation. Despite the benefits, budget constraints, lack of managerial support, and low digital competencyremain major obstacles. Using a qualitative descriptive approach, data were collected from Indonesian startups through in-depth interviews, observations, and document analysis. Findings indicate that startups with clear digital transformation roadmaps, strong leadership engagement, and structured employee training programs are more successful in integrating HRM technology. However, many startups still rely on manual HR processes, limiting efficiency and innovation. This study highlights that HRM should be a strategic function rather than an administrative task, focusing on technology-driven efficiency, digital upskilling, and cultural adaptation. To ensure sustainable growth, startups must prioritize digital innovation, workforce development, and managerial commitment in their HRM transformation.
Abstract:This study aims to analyze the digitalization strategy of school management in improving the quality of education at SMK Negeri 2 Gunungsitoli. This research is motivated by the importance of digital transformation in the…
e world of education, particularly in efficient, adaptive, and technology-based school management. The research method used is descriptive qualitative with data collection techniques through interviews, observation, and documentation. The research informants consisted of the principal, vice principal, teachers, and administrative staff. The results of the study indicate that the digitalization strategy has begun to be implemented through the use of technology in the learning process, the development of teachers' digital skills, and the integration of technology-based educational platforms. However, in its implementation, the school faces various obstacles, such as limited school internet (Wi-Fi) quota and low digital competence of some teachers. To overcome these obstacles, the school conducts internal training, utilizes offline learning media, and improves digital infrastructure. The conclusion of this study shows that the digitalization of school management contributes significantly to improving the quality of education, especially in terms of learning effectiveness, administrative efficiency, and strengthening teacher and student competence in the digital era
Abstract:This systematic literature review (SLR) article discusses the role of e-commerce education to increase the economic growth of generation z (Gen Z) in Indonesia. The purpose of this study is to determine aspects of e-commerce…
erce education to support the economic growth of Gen Z in Indonesia. E-commerce education is understood as a place to form the right self-potential to improve Gen Z's digital skills. The method of writing a systematic literature review (SLR) article is a library research method sourced from the Scopus database. The results of this literature review study found that e-commerce education integrated with industry can create Gen Z who have skills in managing digital technology, creativity, and are able to adapt according to the job market. The implications of this study are to encourage the government, academics, and industry players to assist Gen Z through e-commerce education so that their potential becomes a source of economic growth in Indonesia in the future.
Abstract:This study aims to analyze the production process in increasing the production capacity of red bricks at UD. Alwin, located in Hilinaa Village, Gunungsitoli District. The focus of the study is directed at the production…
stages starting from clay processing, molding, drying, to firing, as well as improvement efforts made to increase production capacity. The research method used is a qualitative method with data collection techniques through observation, interviews, and documentation. The results of the study indicate that the production process implemented by UD. Alwin is still dominated by the use of manual tools and traditional methods. This has an impact on limited production capacity and high dependence on weather conditions, especially in the drying stage. The main obstacles faced are weather factors, limited labor, and minimal modernization of production equipment. However, the synergy between the owner and employees in identifying problems and formulating solutions is a major strength in maintaining business continuity. Overall, improvements in the production process have been proven to have a positive impact on increasing production capacity, although not optimal. Thus, this study concludes that the increase in red brick capacity at UD. Alwin is greatly influenced by the effectiveness of production process management. The recommendations given are the need for innovation in the use of appropriate technology, improving workforce skills, and more efficient work time management to support business desires and competitiveness.
Abstract:The era of artificial intelligence (AI) has brought significant changes in Strategic Human Resource Management (SHRM). This study aims to explore organizational adaptation strategies in facing the integration of AI in SHRM…
RM after 2024. Using the Scoping Review method, this study identifies key trends, challenges, and best strategies in implementing AI in HR management. The review results show that AI improves efficiency in recruitment, performance evaluation, and employee skills development, but also presents ethical challenges such as algorithmic bias and personal data protection. In addition, companies that are successful in adopting AI implement reskilling and upskilling strategies to ensure workforce readiness. This study provides insights for academics and practitioners in developing HR policies that balance technological efficiency and a human value-based approach.
Abstract:Coastal tourism plays a crucial role in Indonesia’s economic growth, particularly in enhancing local community welfare. This study aims to analyze effective strategies for developing coastal tourism to improve the community’s…
unity’s economy. Using a qualitative approach, data were collected through interviews, observations, and document analysis in selected coastal tourism areas. The findings reveal that sustainable tourism development, community empowerment, and digital marketing adoption significantly contribute to economic improvement. However, challenges such as inadequate infrastructure, environmental degradation, and policy inconsistencies hinder optimal development. The study suggests a collaborative approach involving government, local communities, and private sectors to establish sustainable and inclusive coastal tourism strategies. Strengthening infrastructure, promoting eco-tourism, and enhancing digital tourism platforms are recommended to maximize economic benefits. These findings provide insights for policymakers and stakeholders to formulate more effective coastal tourism policies in Indonesia.
Abstract:Enrekang Regency is one of the famous Arabica coffee-producing areas because it has a topography and climate that are suitable for the growth of coffee plants. Despite having suitable land for coffee cultivation, most coffee…
ffee farmers still face several problems both internally and externally. Therefore, research is needed to determine the strategy for developing Arabica coffee farming businesses in Enrekang Regency by examining the analysis of internal and external factors. This research is a descriptive study using a qualitative approach. Respondents in this study were coffee farmers and traders, determined intentionally. Data collection used in the study included observation, interviews, and documentation. The data obtained were analyzed using SWOT analysis. Based on the results of the study, it shows that the strategy applied to coffee farming is in quadrant one, namely Aggressive (growth-oriented strategy), or is in a dynamic growth position, or is in a strength-opportunity strategy position (using strengths to take advantage of opportunities in decision making). This shows that there is an opportunity to develop Arabica coffee farming, in addition to having greater strengths compared to its weaknesses, it also has greater opportunities compared to its threats.