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All Journal International Journal of Evaluation and Research in Education (IJERE) Jurnal Pariwisata Pesona JDM (Jurnal Dinamika Manajemen) Journal of Indonesian Tourism and Development Studies JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) MIX : Jurnal Ilmiah Manajemen Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Jurnal Ekonomi dan Bisnis JRMSI - Jurnal Riset Manajemen Sains Indonesia International Journal of Applied Business Research Jurnal Manajemen dan Kewirausahaan
Ambara Purusottama
Universitas Prasetiya Mulya
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Journal : Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT

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EMPLOYER BRANDING OF MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) IN INDONESIA Purusottama, Ambara; Trilaksono, Teddy; Ardianto, Ari
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 4 No 1 (2019)
Publisher : Economic Faculty, Attahiriyah Islamic University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (93.889 KB) | DOI: 10.36226/jrmb.v4i1.250

Abstract

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
Co-Authors Agus W. Soehadi Ari Ardianto Gregorius Dimas Hapsoro Prastowo Ifa Hanifah Misbach Irfan Hary Prasetya Puteri Annisa Tsamrotul Fuadah Sri Widya Wijanarti Teddy Trilaksono Teuku Fajar Akbar Togar Mangihut Simatupang Yohanes Berenika Kadarusman Yos Sunitiyoso