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

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

Authors
Bagus Winarko1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, EJ, 40154, Indonesia
*Corresponding author. Email: bagus.winarko@upi.edu
Corresponding Author
Bagus Winarko
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_75How to use a DOI?
Keywords
Social Branding; Digital Skills; Digital Talent
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_75How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bagus Winarko
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Branding of the Digital Talent Scholarship Program as a Strategy for Strengthening Indonesia’s Digital Talent
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 648
EP  - 653
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_75
DO  - 10.2991/978-94-6463-817-2_75
ID  - Winarko2025
ER  -