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: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: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:This study aims to explore various digital marketing strategies that are right for MSMEs and the role of digital marketing in increasing MSME income. This study is included in the literature review method. The results of…
the study indicate that increasing the use of information technology, namely digital marketing, is one of the efforts to increase MSME income by encouraging the capabilities or resources owned through web- based information systems and e-commerce as marketing media, creating marketing content on social media, using paid advertising to increase exposure , and email marketing as an effective strategy . By using a digital marketing strategy, MSMEs can reach a wider market at a more efficient cost and can increase sales and income for MSMEs.
Abstract:Online marketing is one of the main strategies in increasing business income, including for traditional market traders in South Sulawesi. Although internet penetration in Indonesia, especially in South Sulawesi, continues…
s to grow, many traditional market traders have not utilized digital potential to market their products. This study aims to explore online marketing activities implemented by traditional market traders in Gowa Regency, as well as to analyze their influence on increasing income and the factors that influence their success. Based on literature studies, the use of social media and e-commerce platforms has been shown to increase product visibility and attract more consumers, which in turn can increase sales. However, the adoption of digital technology among traditional market traders is still limited, mainly due to the lack of skills in managing social media accounts and digital platforms. This study uses a qualitative approach with interviews and observation methods of traders in traditional markets in Gowa Regency. The results of the study show that online marketing has a positive influence on increasing trader income, but the level of adoption varies based on factors such as age, education, and business experience. Therefore, digital marketing training and support from the government and trader associations are needed to accelerate the adoption of this technology. This study is expected to provide recommendations for the development of more effective digital marketing strategies for traditional market traders in South Sulawesi, in order to increase competitiveness and strengthen the local economy.
Abstract:Micro, Small, and Medium Enterprises (MSMEs) play an important role in the Indonesian economy. However, the increasing presence of imported products can pose a challenge to the competitiveness of MSMEs. This study aims to…
o explore the available literature on the impact of imported products on the competitiveness of MSMEs in Indonesia through a systematic literature review approach reviewed from the factors that influence the competitiveness of MSMEs, the impact of imported products to Indonesia on the competitiveness of MSMEs, strategies to increase the Competitiveness of MSME products so that they can compete with imported products and government policy recommendations for MSMEs to be able to compete with imported products. The results of this study provide insight into overcoming the negative impact of the rise in imported products on the growth of MSMEs amidst the flow of globalization
Abstract:This study aims to formulate the right business strategy for CV XYZ, an MSME in the frozen food industry, in facing operational challenges such as high employee turnover, dependence on out-of-town suppliers, and logistics…
s inefficiencies due to limited cold chain technology. This study uses a qualitative method with a case study approach. Data were collected through semi-structured interviews, internal company reports, literature reviews, and industry publications. The analysis was conducted through an external approach using PESTEL and Porter's Five Forces, as well as internal analysis through VRIO and Value Chain Analysis. The results of the analysis are summarized in a SWOT Analysis and continued with the formulation of a business strategy using Porter's Generic Strategies and TOWS Matrix. The proposed strategy is Cost Leadership with a focus on operational efficiency, investment in cold chain technology, and employee training to increase productivity. This strategy is expected to help CV XYZ increase competitiveness, expand the market, and support sustainable business growth in the frozen food industry.
Abstract:Human resource development through education is frequently linked to the worldwide problem of poverty reduction. Education is essential in building human resources to improve skills and knowledge to get good job opportunities.…
ities. This article analyses the existing literature on how education can reduce poverty. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) statement was used as the review methodology, and a systematic review of the Google Scholar database was carried out using Publish or Perish, which identified 99 relevant studies. In this review, education is usually evaluated from two aspects: the quality and the education level. The results of this review confirm the general conclusion that education is an essential tool for poverty reduction. Through education, people acquire knowledge and skills that can be used to get better jobs and ultimately reduce poverty. Some of the recommendations are more development research to improve the quality of education, and education policies must focus on long-term investments to overcome poverty.
Abstract:The study aims to explore the logistics distribution perspective in the fisheries sector of West Sulawesi. It focuses on supporting the region's readiness as a supporting area for the new National Capital (IKN) by examining…
ing government policies, infrastructure readiness, and supply chain management in the fisheries sector. The research employs a qualitative approach using a literature review combined with observation and interviews with key stakeholders in the fisheries sector. The study includes a feasibility analysis and utilizes a SOAR (Strengths, Opportunities, Aspirations, Results) analysis to develop strategic recommendations for logistics and infrastructure improvements. The findings reveal that West Sulawesi has significant potential to support IKN through its fisheries sector, given its strategic location and existing infrastructure. However, challenges such as limited cold storage facilities, infrastructure readiness, and supply chain coordination need addressing. The government’s draft Presidential Regulation (RPerpres) outlines a plan for port development and cold storage expansion to improve logistics. The study also suggests that collaboration with the private sector and technological adoption could enhance distribution efficiency and product quality. The research contributes to logistics and supply chain literature by addressing the specific challenges and opportunities in the fisheries sector of a developing region like West Sulawesi. It provides an original perspective on how regional policies and infrastructure development can support national capital projects and meet food supply demands while promoting sustainable practices in the fisheries industry
Abstract:Human relations management is an important aspect of an organization's success, especially in creating a harmonious, productive, and ethical work environment. This study aims to explore the integration of philosophical values…
alues in human relations management through the Systematic Literature Review (SLR) approach. The Systematic Literature Review (SLR) method was used in this study to analyze and synthesize various previous studies related to human relations management. The SLR process involves identifying, screening, and evaluating studies from a variety of sources, including international indexed journals, to gain an in-depth understanding of key trends and issues in the implementation of humanitarian relations management. Of the 150 articles found, 52 articles met the inclusion criteria for further analysis. By analyzing the literature from various academic databases, this study identifies key concepts in philosophy, such as humanism, deontological ethics, utilitarianism, and existentialism, that are relevant to support the management of interpersonal relationships in organizations. The results of the study show that the application of philosophical values can improve the quality of relationships between individuals through more ethical decision-making, value-oriented leadership, and strengthening mutual respect in work interactions. In addition, this study reveals a significant gap in the literature related to the practical implementation of philosophy in the context of modern management, especially in certain sectors. These findings make a theoretical contribution in expanding the understanding of the role of philosophy in human relations management as well as offering recommendations for further research and practical applications in organizational environments.