EMPLOYER BRANDING OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) IN INDONESIA

JURNAL RISET MANAJEMEN DAN BISNIS (JRMB) FE-UNIAT

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Field Value
 
Title EMPLOYER BRANDING OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) IN INDONESIA
 
Creator Purusottama, Ambara
Trilaksono, Teddy
Ardianto, Ari
 
Description This study attempts to narrow the gaps that exist in the literature about branding in the context of micro, small and medium enterprises (MSMEs). The research method used is a qualitative approach through in-depth interviews with Owners, Managing Directors, and Human Resource Managers in MSMEs. The results of this study indicate that the UMKM employer branding is still limited to intention. It can be seen from the absence of programs or activities that support employer branding programs that are felt directly by their employees. This is induced by the focus of MSME businessmen who are still on fundamental issues such as financial constraints and the absence of loyal consumers. The results of this study can be used by educators or stakeholders in Indonesian MSMEs as a reference for formulating employer branding approaches and strategies that are in line with the characteristics of MSMEs in Indonesia.
Keywords: Employer branding, Human resources management, Micro, small and medium enterprises
 
Publisher Economic Faculty, Attahiriyah Islamic University
 
Date 2019-02-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/250
10.36226/jrmb.v4i1.250
 
Source Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT; Vol 4 No 1 (2019); 165 - 174
2581-2165
2527-7502
 
Language eng
 
Relation http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/250/131
 
Rights Copyright (c) 2019 Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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