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University of Muhammadiyah Malang (UMM) held another guest lecture on Friday, September 27, presented by Dr. Ir. Arief Yahya, M.Sc., former Minister of Tourism of the Republic of Indonesia. In the guest lecture, Arief discussed digital business transformation, which is currently in the global spotlight. He emphasized the importance of developing human resources (HR) with digital competencies, considering that the business world is increasingly complex due to technological advances. The vortex concept became the main focus of his presentation, which involves three critical elements: supportive regulations, qualified human resources, and cutting-edge technology.
Arief explained that all three elements must function simultaneously to achieve digital transformation in 14 fast-growing industrial sectors. He emphasized the importance of innovation, proactive regulation, and technological adaptation as keys in facing the digital industrial revolution. Furthermore, Arief revealed that companies must implement two levels of strategy: the corporate level, which emphasizes the company's response to change as a whole, and the functional level, which focuses on adapting each division within the company.
Not only that, Arief also conveyed three main criteria that successful digital companies must have, namely cost value, experience value, and platform value. He cited global companies such as Google, Amazon, and Alibaba implementing these values, successfully creating cost efficiency, providing exceptional customer experiences, and building platforms supporting innovation and collaboration.
Meanwhile, UMM Vice Rector IV, Muhamad Salis Yuniardi, M.Psi, PhD, stated that this guest lecture is very relevant for UMM students who live in the digital era. He also gave an example in psychology, where technological changes have changed how people consult, opening up new job opportunities for psychologists, including those who work as housewives, through online consultation services on various platforms.
