Branding of the Digital Talent Scholarship Program as a Strategy for Strengthening Indonesia’s Digital Talent

Bagus Winarko (), Ratih Hurriyati and Heny Hendrayati
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Bagus Winarko: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 648-653 from Springer

Abstract: Abstract The government’s initiative to cultivate future digital talent continues to face an uphill battle to gain public recognition as a vital necessity. To address this challenge, a research study aimed to assess the impact of social branding on the Digital Talent Scholarship program’s effectiveness in boosting digital literacy and talent within the community. Utilizing a construct model approach, the study gathered data from 100 respondents, which was subsequently analyzed using the Structural Equation Modelling method with SmartPLS 3.0 software. The findings revealed a significant and positive correlation between social branding and the strengthening of digital talent while also underscoring the indirect influence of the community’s digital literacy needs. This research’s originality lies in proposing social branding as a crucial component in the government’s training programs, thereby paving the way for policymakers to reassess the role of training in enhancing digital talent and addressing global challenges.

Keywords: Social Branding; Digital Skills; Digital Talent (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_75

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DOI: 10.2991/978-94-6463-817-2_75

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