MODEL EMPOWERMENT DEVELOPMENT THROUGH RELATIONAL BENEFIT APPROACH BASED ON SOCIAL MARKETING CONCEPT

To analyze and obtain the real description regarding the management of human resource at Micro, Small and Medium Enterprises (MSMEs) of Tourism Sector, which is understood through five aspects, which respectively are Transglobal Leadership, Job Involvement, Quality of Work Life, Organizational Citizenship Behavior, and Human Resource Performance. besides that, it is also necessary to understand the management of tourism marketing, which is understood through two aspects, that are Responsibility Marketing and Competitive Sustainability Tourism. The population of this research includes all human resource personnel at MSMEs of the Tourism Sector and all foreign and domestic tourists in East Java. The sample in this study was 200 MSMEs of the Tourism Sector that are selected from 10 regions with tourism potentials in East Java Province. From each MSME, there are 4 employees and 3 tourists who are chosen as respondents. This research involved 800 employees and 600 tourists, either foreign or domestic. Analysis technique uses Biplot / Cluster Analysis, which is aimed to obtain real description concerning human resource management and tourism marketing management at MSMEs of Tourism Sector. The results show that MSMEs in the Tourism Sector with Transglobal Leadership competitive advantages are found in Sidoarjo, Kediri, Blitar, and Malang districts. The competitive advantage of Quality of Work Life is found in Malang City and Kediri City. The competitive advantage of Organizational Citizenship Behavior is in Pasuruan Regency. The competitive advantage in Human Resources Performance is in Batu City. The competitive advantage of Responsibility Marketing is in Pasuruan Regency. Competitive advantages in Competitive Sustainability Tourism are found in Pasuruan City and Blitar City. This study introduces an integrated holistic compilation of the theoretical concepts of human resource strategy and marketing strategies implemented through the concept of responsible tourism marketing, which is applied to the MSMEs in the Tourism Sector in East Java Province.

Pandemi covid-19 yang terjadi saat ini telah memberikan dampak terhadap berbagai sektor. Pada tataran ekonomi global, pandemi covid-19 memberikan dampak yang sangat signifikan pada perekonomian domestik dimana kondisi tersebut telah terlihat dalam pertumbuhan ekonomi Jawa Timur yang tumbuh sebesar 3,04 persen pada triwulan I jauh dari rata-rata pada periode yang sama yang berada di angka 5 persen. Kondisi tersebut juga dialami oleh usaha mikro, kecil, dan menengah (UMKM) di Jawa Timur. Melambatnya pertumbuhan ekonomi di Jawa Timur akibat covid-19 ini sangat berdampak bagi UMKM dimana pada tahun 2016 hingga 2018 UMKM telah berkontribusi lebih dari 50 persen terhadap perekonomian Jawa Timur. Oleh karena itu, diperlukan penelitian terhadap dampak covid-19 bagi UMKM di Jawa Timur sehingga dapat diambil langkah kebijakan dalam menentukan rekomendasi program pemberdayaan di masa pandemi. Metode pengambilan data dilakukan menggunakan survei secara online kepada pelaku UMKM di Jawa Timur di berbagai sektor secara nonprobabilitas sampling. Dari hasil survei didapatkan 31.183 data dimana terdapat 4 (empat) sektor utama yang terdampak yaitu industri pengolahan, penyediaan akomodasi dan makan minum, perdagangan, serta pertanian, kehutanan, dan perikanan. Selanjutnya dilakukan identifikasi permasalahan terhadap UMKM terdampak, dimana 48 persen mengalami permasalahan pada penjualan. Hal ini dikarenakan terdapat beberapa kebijakan yang diambil Pemerintah yaitu Pembatasan Sosial Skala Besar (PSBB), Work From Home (WFH), dan School From Home (SFH) sehingga menyebabkan perubahan pada mobilitas masyarakat yang ditunjukkan oleh indeks mobilitas masyarakat yang mengalami penurunan. Oleh karena itu, rekomendasi yang dapat diberikan adalah adanya pendampingan pemasaran online bagi UMKM serta kemudahan akses pembiayaan.

n recent years organizations have shown great concern for social issues and environmental conflicts that surround our society. In this context arises the concept of social responsibility and social marketing as a field of action inspired by the idea of sustainability, able to leverage the image and the brand of the organization, besides being a differential to its competitors. Thus, the present study aimed to verify the perception of customers of the Company Expresso Guanabara on social marketing as a competitive edge. This is a survey of qualitative-quantitative approach, an exploratory and descriptive nature, making use of the study case method. Social marketing can be seen as a competitive advantage that is intended to promote the organization and its image with its stakeholders. The results show that the company's customers still do not use their services because this be socially responsible and develop social marketing strategies. Thus, we concluded that the company studied social marketing is not yet understood as a competitive advantage to its clients and managers. Key-words: Social responsibility; social marketing; competitive advantage.

In the EU market small and medium sized enterprises (SMEs) represent the greater part of the food industry, specially with regard to traditional food products (TFPs). However, the growth of competition, connected mainly to globalisation, is making it very difficult for SMEs to survive. On the other hand, market opportunities for SMEs are connected to the evolution of consumer preferences toward food quality. To profit from such opportunities and to survive on the market, SMEs need to adapt their strategies, focusing on innovation aspects in order to meet consumer requirements and to compete on the market. The literature shows that firms’ market orientation and marketing capabilities are very important for innovation in food industries to guarantee that innovation reflects market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and the different stages of marketing management process, in order to understand if good results in marketing management can affect firm innovation. An interactive questionnaire available on the web has been used for the data collection, with the aim of evaluating SME marketing management capabilities and innovation development. The survey was conducted on 468 EU country SMEs producing TFPs. Linear Regression was run to assess the link between marketing activities and the level of firm innovation. Our empirical analysis reveals that SME marketing management capabilities show significant and positive relationships with a firm’s innovation. This aspect reinforces our assumptions on the strategic role of marketing activities on a firm’s capacity to understand consumer needs, and thus its need to be innovative and market oriented.

The role of technology is very strong to the changes of civilization today. The impact of technological progress also has an influence on the marketing strategy that must be carried out by SMEs. One of the strategy is by selling through a marketplace where this method is becoming a trend for customers. This research aims to find out how the influence of the sales strategy through an online store marketplace to increase income in SMEs (Small and Medium Enterprises) in Daerah Istimewa Yogyakarta (DIY). To answer the aim of the research, it was conducted the research by taking 100 sample of SME which lived in DIY. The method used to take sample is non-probability sampling method. It is taking sample by deciding special criteria to the SME in DIY. The data collecting technique is using questionnaire that has been tested of validity and reliability. The data analysis technique is using multiple linier regression analysis and the data processed with SPSS software version 17 for windows. Based on the results of the analysis, it can be seen that the Marketing Mix variable on sales of the online marketplace stores has a positive effect on increasing the income of SMEs, Human Resources variable on sales of the online marketplace stores has a negative effect on increasing the income of SMEs, Information Technology variable on sales of the online marketplace store has a significantly positive effect on increasing SME income, and also expedition variable has a positive influence on increasing SME income. The simultaneously variables or together, variable Marketing Mix, Human Resources, Information Technology and Expedition affect on sales of the online marketplace stores which ultimately affect on the increase of SME income. Marketing Mix Variables, Human Resources variables, Information Technology variables, and Expedition variables explain the effect on the online store marketplace sales toward increasing SME income.

This study aims to examine the influence of digital marketing and Neuro Linguistic Programming (NLP) marketing on the improvement of welfare and business development of Micro, Small, and Medium Enterprises (MSMEs) in East Java, Indonesia. The research adopts a quantitative approach using a survey method. Data were collected from 200 MSME respondents across various sectors in East Java. Structural Equation Modelling using Partial Least Squares (SEM-PLS) was employed to analyse the relationships between variables. The findings indicate that digital marketing has a significant and positive effect on both the welfare and business development of MSMEs. Additionally, NLP-based marketing, which leverages persuasive communication and emotional engagement techniques, positively influences consumer relationships, loyalty, and business growth. The integration of digital marketing and NLP marketing strategies produces a synergistic impact that surpasses the individual effects of each approach. The study is limited to MSMEs in East Java and may not fully reflect conditions in other regions. Future research could expand the geographical scope or explore sector-specific dynamics for deeper insights. The results provide practical insights for MSME actors and policymakers on the importance of combining technological tools with psychological marketing approaches to enhance competitiveness and sustainability. This study contributes to the existing body of knowledge by combining digital marketing with NLP-based strategies, highlighting their joint impact on MSME welfare and growth—an area rarely explored in the Indonesian context.

Micro, Small, and Medium Enterprises (MSMEs) are the main drivers of Indonesia's economic growth, but many face challenges in adopting digital technology. This study aims to develop and evaluate the impact of the BERKEMBANG.ID digital platform in enhancing the capacity of MSMEs in Depok City, in line with achieving Sustainable Development Goal (SDG) 8. Using a mixed-methods approach, the study involves 100 MSMEs with a focus on three main indicators: digital knowledge (human resources), operational efficiency, and sales performance. The results show a significant improvement in MSMEs' capacity after using the BERKEMBANG.ID platform. Digital literacy among MSMEs increased from 40% to 75%, operational efficiency rose from 45% to 80%, and sales performance increased from 50% to 85%. These improvements were supported by the platform’s features, such as digital training modules, analytical dashboards, and marketing tools, which effectively addressed key challenges faced by MSMEs, including limited digital skills and market access. This study highlights the transformative role of digital platforms in empowering MSMEs and the importance of tailored digital solutions to meet their specific needs. By enhancing digital technology adoption, BERKEMBANG.ID not only improves MSME performance but also supports inclusive and sustainable economic growth. Future research could focus on replicating this platform in other regions and integrating advanced analytics to optimize its impact.

This research is motivated by the important role and features of Micro, Small and Medium Enterprises (MSMEs) in surviving the economic crisis and the high contribution to Gross Domestic Product (GDP) as well as when compared to large businesses. Even though it has a big role, MSMEs still have some problems, one of which is limitations on financial literacy. Limited literacy is a challenge in itself, considering that financial literacy can increase the ability to manage finances and access available financial products. In addition, this study also includes the used of digital finance variables because the 4.0 revolution has entered into everything that is digital-based. In addition, using these variables is also due to the emergence of optimism about the adopted telephone and internet. The used of digital finance in this study focuses more on payments produced by financial institutions and financial technology companies.The effects of these two variables on financial inclusion will then be examined considering their role in reducing the limited access to available financial services and thus encouraging economic growth. The city of Bandung is used as a research area. Bandung City was choosen because the large number of MSMEs and Bandung City MSMEs have their own characteristics. Based on the Dinas Koperasi dan UMKM Kota Bandung (2018), there are 5.242 micro businesses in Bandung City, 23 medium scale businesses, and 394 small-scale businesses so that the total number is 5.841 MSMEs. The research method used is explanative to explain the relationship between variables through purposive sampling so that 56 respondents were obtained. The purposive sampling technique using the following considerations: categorized micro, small and medium enterprises, business activities in Bandung city, and willing to provide the necessary information. In variable measurement, financial literacy is measured by knowledge related to finance and financial services, actions in making financial decisions, the ability to manage finances, tell financial concepts, and attitude in responding to financial related matters based on Bongomin, Munene, Ntayi, and Malinga (2017), Bongomin et al. (2016), Nkundabanyanga, Kasozi, Nalukenge, and Tauringana (2014), Kartawinata and Mubaraq (2018), and Sina (2017). Measurement the used of digital financial variable adapted based on Azam (2015), Zhou, Lu, and Wang (2010), and Qian, (2019) which consisted of perceptions of ease, benefits received, perceptions of used transfer activities, payments, and account management. Likewise financial inclusion, the measurement of which was adapted from Bongomin et al. (2017) and Bongomin et al. (2016) which consists of the ability to access financial services, using financial services, the quality of financial services, and the benefits obtained when using financial services.The data in this study are primary data with a questionnaire for further analysis using Partial Least Square (PLS). The Likert scale used in this study consists of 4 scales. The answer options strongly disagree are given value 1, disagree is given value 2, agree is given value 3, and strongly agree is given value 4 (Hermawan & Yusran, 2017; Martono, 2016). These four scales to reduce a neutral choice answers that do not show partiality towards positive or negative which results in a tendency not argue. PLS is used as a causality testing analysis tool due to the similarity of objectives with the research conducted and its used which can manage small amounts of samples. The minimum sample size in PLS is 10 samples on each line jalur (Abdillah & Hartono, 2015). In testing the hypothesis, a confidence level of 90 percent is used. Validity testing uses loading scores, AVE values, comparing indicator’s loading and cross loading, and comparison AVE roots with correlation. In this study also use reliability testing with composite reliability and KR-21 considering that the measurements carried out in the study were one measurement.The results show both variables have a positive influence and a very strong level of significance on financial inclusion. This result also supported by very strong evidence that can be seen through the p-value for each relationship. The results of the research prove that barriers to accessing these services can be minimized through increasing financial literacy so that can increase financial inclusion and be more developed. Therefore, a common problem experienced by MSME actors, namely low financial literacy, is a serious problem that can be overcome with training or coaching as consideration for solutions considering that financial literacy can open financial access to be more developed. Touching MSMEs with the used of digital finance will automatically open their ability to access available payment financial services and increasing financial inclusion.

The purpose of this study was to analyze the differentiation and the Five As digital marketing concept made by SMEs (Small and Medium Enterprises) in Cepaka Village during the Covid-19 pandemic in maintaining their competitiveness. This was qualitative research with key informants consisting of 14 SME managers in Cepaka Village, Kediri, Tabanan Bali. The differentiation was viewed from the basis of products, services, personnel, marketing channels and images as well as marketing 4.0 (digital marketing) implementation in aspects of Mapping Customer Path throughout the Five As concepts. On average, the income of the SMEs in Cepaka Village decreased by 50%. The differentiation strategy consisted of a cost leadership strategy, service variations, expansion of marketing channels and special promotions of 20-30%. Only 3% of SMEs added marketing personnel. The implementation of digital marketing with the Five As approach did not work as intended. Digital marketing had to be done because of the demands of the Covid-19 pandemic, but the impact from this digital marketing strategy has shifted and did not perform optimally. The purchasing decisions were not based on Aware, Appeal, Ask; however, the purchasing decisions were made because of the priority needs and impacts of Covid-19. There was no brand loyalty or repurchase. The implication of this research was to provide a reference for SMEs to prioritize operations in the Covid-19 pandemic or other emergency situations that disrupt the operations of SMEs.
 Keywords: differentiation, the five as concept, digital marketing, SMEs

SUMMARY The North Carolina Division of Public Health has employed traditional marketing concepts to increase the capacity of its programs to use the social marketing process. A Robert Wood Johnson Foundation Turning Point grant enabled this capacity building. During a three-year period there has been over a two-hundred-percent increase in programs attempting to use social marketing in the division. This article describes the division's application of social marketing concepts, reviews other theories useful to the incorporation of a social marketing approach in a social-change organization, makes suggestions for their application, and presents lessons learned.

Cloud computing is an emerging information technology (IT) paradigm which undoubtedly has received significant attention from different spheres of influence. The cloud computing concept entails the provisioning of computing resources from remote locations to individuals or organizations over the internet at anytime. The technology is associated with several benefits but the reduction in capital and operational expenditure is the major one. The importance of IT innovations to Small and Medium Enterprises (SMEs) and the role of SMEs in economic growth have been demonstrated empirically. However, literature indicate that SMEs in developing economies are not taking the advantages of emerging technologies like cloud computing to improve operational excellence within their organizations. An in-depth review of academic publications, technical reports, and industry white papers on cloud computing has confirmed security and privacy is-sues as some of the key inhibitors to cloud computing adoption among SMEs. This is probably because the customer data is released to remote locations, which are invisible, and data is accessed over the internet, which is already over-whelmed with malicious attackers. This study explores the reasons for the lack of cloud computing adoption among SMEs in developing economies. When the rea-sons for this lag are identified, cloud computing service providers, technology policy makers, entrepreneurs and SMEs executives will be provided with the opportunity to develop appropriate solutions and strategies that will specifically meet the needs of SMEs in developing economies. This will promote and accelerate the acceptance rate of cloud services. When SMEs utilize cloud computing as an IT strategy, business growth becomes inevitable and the country's economic growth is witnessed.

MSMEs are catalysts for economic growth in both rural and urban areas. In light of this, MSMEs should have equitable access to the numerous resources required for their innovation. However, environmental sustainability should also be considered with these developments. Therefore, it is necessary to conduct a study on the factors that influence MSMEs’ selection of green investments. This study analyses whether financial literacy and financial behaviour could determine the green investment choices in micro, small and medium enterprises (MSMEs). Data collection in this study used a survey technique for MSMEs in Magelang and received 195 respondents. Data was then analysed using multiple regression analysis. The results show that positive financial behaviour is related to more sound green investment decisions of MSMEs owners. In addition, this study also finds educational background influences the selection of MSMEs green investments. Financial behaviour can have an impact on investment innovation because MSMEs owners who pay more attention to their financial position will be able to manage risk tolerance better, so they are more attracted to more green investments. The results of this study will corroborate previous research showing that individuals with greater financial behaviour make reasonable financial decisions based on their risk preferences

This research explores the positive impact of digital marketing communication strategies on the resilience and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Pesudukuh Village, a tourist village in Nganjuk Regency, East Java. The study focuses on the development of digital self-reliance. Utilizing a qualitative descriptive approach, the research delves into how MSMEs effectively leverage digital technology to navigate market volatility and expand their market reach. The findings indicate that MSMEs adopting digital technology not only strengthen their resilience against external disruptions but also enhance their competitive positions in the global market. Investments in digital infrastructure, improved digital literacy among MSME stakeholders, and the implementation of marketing strategies emphasizing the cultural narrative of the village have proven successful in boosting the attractiveness of Pesudukuh Village as a tourist destination. These research outcomes offer strategic insights for policymakers and business practitioners to support a sustainable MSME ecosystem. Furthermore, the study advocates for the integration of local cultural values into the digital economy and the development of the creative economy in Indonesia. Consequently, the research contributes significantly to fostering the growth and sustainability of MSMEs, reinforcing the role of Pesudukuh Village as a success model that effectively combines local traditions with digital innovation.In conclusion, the research underscores the importance of embracing digital marketing communication strategies as a means to empower MSMEs, enhance their resilience, and propel them onto the global stage. By promoting the integration of digital technologies and cultural values, this study advocates for a holistic approach to economic development that ensures the continued success of MSMEs in the evolving landscape of the digital economy.

Purpose The COVID-19 pandemic has shaken the social and economic conditions of society at both the global and national levels. As a sector that is the backbone of the East Java economy, the micro, small and medium enterprises (MSMEs) sector has also been affected by this crisis. Therefore, this study aims to analyze the performance of micro, small and medium enterprises during the COVID-19 pandemic in East Java. Methodology The method used in this study is descriptive quantitative analysis to show in real terms the data and phenomena in the field that are presented based on a survey. Findings he results of this study explain that the COVID-19 pandemic has had a serious impact on the business world, especially for Micro, Small and Medium Enterprises (MSMEs) in East Java. The performance of Micro, Small and Medium Enterprises (MSMEs) experienced losses and also had difficulty obtaining raw materials due to the restriction policy. In addition, restrictions on people's mobility have an impact on sales, requiring a new marketing strategy. Suggestion Most of Ultra Micro and Micro in East Java do not have extensive knowledge about online marketing. Capital assistance, access to raw materials as well as marketing assistance will be very helpful for ultra-micro and micro businesses in facing future challenges.

The role of Micro, Small, and Medium Enterprises (MSMEs) as the economic pillar of a developing country. Indonesia is one of the countries that prioritizes MSMEs as its economic strength. The purpose of this study is to analyze the influence of Accounting Information Systems, Financial Literacy, and Accounting Management Strategies on improving the financial performance of MSMEs. This study used primary data collected by distributing questionnaires to MSMEs on the island of Java, including MSMEs in Jakarta, Bandung, and Surabaya. The sampling technique used purposive sampling, with 153 respondents from a total of 170 questionnaires distributed. Data were analyzed using multiple linear regression with SPSS. The results of this study are: (i) Accounting Information Systems and Financial Literacy have a significant and positive effect on the financial performance of MSMEs. Meanwhile, Accounting Management Strategies do not have a significant effect on the financial performance of MSMEs. This study has limitations because it only examined MSMEs located on the island of Java. It is hoped that future research will be conducted on other islands, such as Sulawesi or Kalimantan.