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

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Bagus Winarko

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Bagus Winarko & Ratih Hurriyati & Heny Hendrayati, 2025. "Branding of the Digital Talent Scholarship Program as a Strategy for Strengthening Indonesia’s Digital Talent," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 648-653, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_75
    DOI: 10.2991/978-94-6463-817-2_75
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