The Influence of Organizational Culture, HR Competence, Digital Technology, and Marketing Strategy on MSME Development in the Era of Digital Transformation

Wahyu Wahyu; Yusnita Sari; Marissa Feronicha; Eka Handayani; Tetra Hidayati

doi:10.55756/omnicode.v4i1.171

Wahyu Wahyu Universitas Mulawarman
Yusnita Sari Universitas Mulawarman
Marissa Feronicha Universitas Mulawarman
Eka Handayani Universitas Mulawarman
Tetra Hidayati Universitas Mulawarman

DOI: https://doi.org/10.55756/omnicode.v4i1.171

Keywords: Digital Transformation, Organizational Culture, HR Competencies, Digital Technology, Marketing Strategies, MSMEs

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Indonesia play a strategic role in supporting the national economy but still face significant challenges in the digital transformation era. This study aims to analyze the synergy between organizational culture, human resource (HR) competencies, digital technology, and marketing strategies in MSME development. Based on a literature review, the findings indicate that these four factors are interconnected and mutually reinforcing. An innovative organizational culture drives the enhancement of human resource competencies, while digital technology provides tools to support the implementation of effective marketing strategies. This synergy can be achieved through a holistic approach involving collaboration among the government, private sector, and educational institutions. With an integrated strategy, MSMEs can enhance their competitiveness and achieve sustainable growth.

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