Industry Collaboration Model-Vocational Education to Strengthen Human Resources, Logistics, and Digital Marketing of MSMEs
DOI:
https://doi.org/10.1229/tecempresarialjournal.v21i2.874Keywords:
MSMEs, Vocational Education, Logistics, Digital Marketing, Industrial Collaboration.Abstract
MSMEs have a strategic contribution to the Indonesian economy, but face significant challenges in human resources (HR), logistics efficiency, and digital marketing utilization. This study develops a collaboration model between industry and vocational education to strengthen MSME competitiveness through the integration of HR training, digital-based logistics systems, and online marketing strategies. The research method uses a qualitative approach through case studies of transportation and trade MSMEs in Central Java, in-depth interviews with business actors, and operational document analysis. The results show that industry-vocational synergy can improve HR skills through joint training, mentoring, internships, and certification programs. In the logistics aspect, a prototype digital supply chain platform and lean logistics training modules were created. Meanwhile, digital marketing is strengthened through a digital marketing academy, MSME business clinics, and collaboration with global platforms. This study produces a collaboration cycle model that includes needs mapping, co-design, pilot project implementation, evaluation and certification, and scale-up. The contribution of this research is to provide an integrative framework for social and technology-based MSME empowerment that can be replicated across various sectors.
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