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City branding is a strategic approach to enhancing a city's competitiveness by leveraging unique local characteristics to create a strong and distinctive identity. This study examines the role of semanggi—a traditional Surabaya dish—as a cultural icon in strengthening the city's branding. Although semanggi carries deep symbolic meaning and historical significance for Surabaya’s residents, its potential as a city branding asset remains underutilized in formal tourism and marketing programs. Adopting a qualitative exploratory case study design, data were collected through in-depth interviews, participant observation, and document analysis involving local stakeholders, small and medium-sized culinary enterprises, cultural figures, and municipal representatives. Thematic analysis identified five key dimensions of semanggi’s role in city branding: (1) visual representation in urban spaces and promotional media; (2) cultural narratives and heritage preservation; (3) community pride and participation; (4) local economic resilience; and (5) strategic promotion by municipal authorities. The findings suggest that integrating semanggi into Surabaya’s branding strategy can reinforce cultural identity, differentiate the city in competitive tourism markets, and promote sustainable local entrepreneurship. The study contributes to the theoretical discourse on culinary-based place branding and offers practical recommendations for incorporating local wisdom into destination marketing. Limitations include the single-case scope and qualitative focus, pointing to opportunities for comparative and mixed-method research in the future.  

This study examines the management of Kediri Nite Carnival (KNC), an annual event organized by the Kediri City government to commemorate the city's anniversary and showcase local arts, culture, and tourism potential. This research uses qualitative methodology and employs literature analysis, observation, and documentation as case study methods. The Miles and Huberman interactive model is used to analyze the data. The Kediri City Tourism Office has implemented each stage of event management according to Goldblatt's concept: research, design, preparation, coordination, and evaluation. The focus of the research was to determine the objectives and target audience; the design highlighted the local cultural theme “Exotic Flower in Paradise”; planning included budget planning, scheduling, and promotional strategies through social media and collaboration with local media; coordination was carried out through task distribution and cross-team communication; and evaluation assessed the success of the event based on community feedback and its effects on tourism and the local economy. The research results show that KNC plays an important role in improving the public's perception of Kediri City as a creative and cultured city. However, efforts to increase the number of tourist visits in the long term still need to be made. It is hoped that these findings will help the local government develop a sustainable tourism communication plan.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

This study aims to analyze the influence of Brand Image and Social Media Promotion on Purchase Decisions, with Consumer Satisfaction as an intervening variable in Balisijuk.id in Payakumbuh. In the digital era, a strong Brand Image and effective promotion strategies through social media are important factors in attracting interest and increasing Consumer Satisfaction, which ultimately influences purchase decisions. This research method uses a quantitative approach with purposive sampling techniques. Data was collected through questionnaires distributed to Balisijuk.id consumers. Data analysis was carried out using multiple linear regression models and path analysis to test the direct and indirect relationships between variables. The results of the study show that Brand Image and Social Media Promotion have a significant effect on Consumer Satisfaction. Furthermore, Consumer Satisfaction proved to be an intervening variable that strengthened the relationship between Brand Image, Social Media Promotion, and Purchase Decision. In other words, the more positive the Brand Image and the more effective the Social Media Promotion, the higher the Consumer Satisfaction, which ultimately drives the Purchase Decision. This research provides practical implications for business actors, especially Balisijuk.id, in designing more effective marketing strategies through strengthening Brand Image and optimizing Social Media Promotion to increase consumer satisfaction and purchase decisions Balisijuk.id.

This community service activity aims to provide solutions to the challenges faced by PT Citra Marindo in implementing digital marketing. PT Citra Marindo, a company engaged in providing products and services for the maritime industry, encounters obstacles in fully leveraging the potential of digital marketing. This activity focuses on assisting the company in improving and enhancing their digital marketing strategies. A more comprehensive digital marketing implementation was applied through various social media platforms such as Instagram, WhatsApp Business, and e-commerce platforms like Tokopedia. Additionally, business branding development included designing more attractive logos, professional product photos, and packaging that aligns with market preferences. Quality control systems were introduced to ensure high product quality, while effective promotional strategies were implemented to increase brand visibility and awareness among consumers. All steps were tailored to real-world conditions, including cost calculations for marketing elements to ensure they do not burden product prices and can be sustained. It is hoped that this activity will have a positive impact on increasing PT Citra Marindo business profits and serve as a useful reference for other businesses facing similar issues

The dairy industry seeks to increase consumption through various marketing strategies, because from BPS data in 2020, the level of milk consumption in Indonesia is still low. The aim of this investigation was to analyze the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels on purchasing decisions for Ultra Milk x ITZY products. This investigation uses a quantitative approach with a questionnaire instrument filled out by 245 respondents, where the data is analyzed using normality, heteroscedasticity, multicollinearity, validity, reliability, also multiple linear regression analysis tests. The outcome showed that all independent variables, namely the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels had a significant impact on purchasing decisions both partially also simultaneously. Overall, these variables influence purchasing decisions by 92.4%. This study concludes that these marketing factors play an crucial role in impacting consumer decisions to buy dairy products, also can be used as a reference to improve marketing strategies in an effort to increase milk consumption in Indonesia.

Marketing strategies are crucial for effectively and efficiently marketing products, especially for egg-laying duck breeders in Sebalik Village, located in one of the water areas in South Sumatra. A SWOT analysis is used to examine both external and internal factors in Sebalik Village, including strengths, weaknesses, opportunities, and threats. This research employs descriptive qualitative methods. According to the SWOT analysis, the duck egg marketing business is positioned in quadrant IV, indicating that a turnaround strategy focused on WO (weakness-opportunity) is the most appropriate. The WO strategy highlights the importance of surviving by addressing existing weaknesses and capitalizing on as many opportunities as possible. Steps that can be taken in this strategy include: 1) Increasing the Knowledge and Capabilities of Business Actors, namely providing training and education to business actors to increase their capacity in running a business. 2) Product and brand innovation, namely developing innovations in products, brands and packaging that reflect the characteristics of the product to make it more attractive in the market. 3) Use of social media and influencers such as using social media and influencers as a promotional tool to expand consumer reach. And 4) Selecting a strategic distribution location, namely determining distribution channels that are close to consumers to facilitate access and increase sales.    

Digital marketing has had a long-term impact and made a game changer in the business world. The use of social media has been growing since 2020—the phenomenon of decreasing the number of followers harms sales. Seller is conscious about improving and maintaining their followers on social media to keep running the business well. Purpose to find out the extent of the participation of Instagram social media as a promotional medium to increase the marketing of culinary business products on @siomayjodoh's Instagram accounts. This study used a descriptive qualitative method. Data collection techniques are carried out by observation, interview, and documentation. Data triangulation methods were used to analyze in this study through data reduction, data presentation, drawing, and conclusion. The results showed the use of Instagram social media as an attractive promotional medium with various features that can be used to support the increase in culinary business products in online marketing. This research only collected data on MSME's “Siomay Jodoh" Instagram from 2022 until 2024 as data collection. MSMEs “Siomay Jodoh” is a local business in Cirebon, and there's no previous research about the MSMEs “Siomay Jodoh”.

Photography is one of the new avenues of service and business, some have made a hobby of photography a lucrative profession. They should be prepared to compete with other companies of the same kind by creating a good image of the consumer, providing quality of service and increasing innovation and creativity in order to create different photo concepts and attract consumers. The strategy became the main idea of Hero Photography to develop a business in photographic services. Hero Photography tried to adapt and compensate by coming up with a strategy that would attract consumers.These research methods use descriptive qualitative, with the aim of providing an idea and an explanation as to how startegi services Hero Photography in the interest of consumers. The study uses primary data sources as data obtained from informers and secondary data from archive or documents, journals, and various archival files of Hero Photography. Data collection techniques through observation, interview and documentary. At verifying data data using triangulation of methods and source triangulation using data analysis techniques of reposing data, presenting data, and summarizing data.Research has shown that the concept of sustainable excellence is influenced by the quality of the product, in this case, a superior photograph of adequate human resources capable with an obvious market target. The performance of the sale of Hero Photography was influenced by a marketing strategy with a concept of 4P (Price, Place. Product, Product), among other things is photographic quality, aesthetic quality good photo quality in terms of aesthetically pleasing clients who are less likely to use hero photography services. Strategic places like the old city become the attraction of visitors to capture the moment. Promotion became a strategy by using social media asa tool for promotion and offering online photo services by viewing affordable prices as one of the preferred customers to use the Hero Photography photo service.      

In the modern era, Muslim fashion, one of which is the hijab, is experiencing developments every year. Hijab is Muslim clothing that is very popular with Muslim women in Indonesia. This incident happened because Muslim women in Indonesia are aware that wearing the hijab is an obligation. This provides an open space for companies to produce Muslim clothing, especially hijabs, to become the main target market in the country. The purpose of this research is to find out whether promotions and testimonials have an influence on purchasing interest through the mediating variable of consumer trust in Buttonscraves products. There were 51 participants in this study and data was collected through an online survey using a Google form. The sampling technique was carried out using purposive sampling techniques and primary data types, as well as collecting questionnaires. The results of the analysis show that promotions have a significant effect on buying interest, testimonials have a significant effect on buying interest and testimonials have a simultaneous effect on buying interest in Hijab Buttonscraves.

Night markets have long been a popular place to do food business, and one of the trending products is grilled octopus. To optimize this business potential, implementing a digital business strategy has become key. This journal presents a brief overview of how digital business is used to market grilled octopus at night markets. The application of digital business in marketing grilled octopus at night markets involves various aspects. First of all, outlet owners can take advantage of technology by creating an official website for their outlet. This website not only serves as a platform to display menus and store locations, but also as a tool to communicate with potential customers. Social media also plays an important role in marketing. By managing accounts on platforms such as Facebook, Instagram, and Twitter, outlet owners can share product images, customer reviews, and promotional information. Apart from that, email marketing is also an effective strategy. Collecting customer email addresses and sending them information about special offers, discounts, or new menu items can increase customer engagement. Joining popular food delivery apps such as GrabFood or GoFood also helps in expanding customer reach, especially if the grilled octopus outlet does not yet have a physical presence in the location. Although implementing a digital business has clear benefits, there are also challenges that need to be overcome. Intense competition in night markets requires outlet owners to create creative and different marketing. Additionally, adequate online management is the key to success, and outlet owners may need to train themselves or obtain technical support to manage their digital assets. In conclusion, the implementation of digital business has had a positive impact in marketing grilled octopus at night markets. However, outlet owners need to be aware of the challenges that may arise and try to continue to improve their strategies in facing increasingly fierce competition in the digital world.

Tourism is now a sector that is experiencing rapid growth supported by developments in information and communication technology. One of the potential tourism destinations in Palembang is the "Punti Kayu" City Forest. However, marketing is still less than optimal. This research aims to explore the implementation of digital marketing in increasing tourist visits to the "Punti Kayu" City Forest. Through a qualitative approach, data is collected through observation, interviews and documentation studies. The results show that digital marketing plays an important role in increasing the visibility of the "Punti Kayu" City Forest in the eyes of the public, especially the younger generation. Social media content strategies, promotion through influencers, and search engine optimization (SEO) are implemented to increase brand awareness and visits. Obstacles such as lack of resources and training become obstacles in its implementation. However, with cooperation between stakeholders and the use of appropriate technology, the potential of the "Punti Kayu" City Forest as a leading tourist destination in Palembang can be achieved. The implementation of digital marketing in tourism marketing for the "Punti Kayu" City Forest shows that technological adaptation in the tourism sector is a necessity in the current digital era.

The Society 5.0 era reflects the world's transition towards a society that integrates digital technology with everyday life. In this context, traditional culinary delights, such as lemang, have the potential to evolve and maintain their relevance amidst changing times. Lemang, a traditional rice-based food prepared by steaming it in bamboo sticks, has become an inseparable part of the culinary heritage of people in several Southeast Asian countries. However, with technological developments and shifts in people's consumption patterns, there is a tendency to ignore traditional culinary delights such as lemang. Therefore, it is important to implement strategies that can promote lemang so that they remain in demand in the Society 5.0 era. Integration of digital technology in the production, distribution and promotion processes of lemang can be a solution. Using social media platforms to promote the uniqueness and deliciousness of lemang, as well as bridging traditional craftsmen with a wider market through e-commerce are some ways to introduce lemang to a new generation. Additionally, innovation in recipes and presentation, without losing its traditional essence, can also be an interesting approach. By combining traditional values and innovation in the Society 5.0 era, lemang will not only survive, but will also increasingly develop and be accepted in the hearts of global society. Culinary is an important aspect of human culture that continues to develop along with the times. The Society 5.0 era, which is marked by the integration of digital technology in everyday life, provides new opportunities and challenges in preserving and improving traditional culinary culture such as lemang. Lemang is a traditional food from Indonesia, Malaysia and several other Southeast Asian countries made from sticky rice cooked in bamboo. This study aims to explain how technology and innovation can be used to improve Lemang culinary culture in the context of the Society 5.0 Era.

This thesis is entitled Application of Islamic Business Ethics at the Zhuraida Sewing House in Berembang Village, Sekernan District, Muaro Jambi Regency. This research aims to determine the application of Islamic business ethics in accordance with the characteristics of the Prophet Muhammad according to M. Syafi'i Antonio and the indicators of Islamic business ethics are shiddiq, amanah, tabligh and fathanah. The method used in this research is descriptive qualitative, where in collecting data the researcher uses observation, interviews and documentation methods. The research results show that the Zhuraida Sewing House has implemented Islamic business ethics as exemplified by the Prophet and its characteristics, namely shiddiq (being honest) which is reflected in not doubling the price of the product, recognizing the weaknesses and strengths of the product. The nature of fathanah (intelligent) is reflected in the spiritual condition of owners and employees who continue to prioritize spirituality towards Allah SWT. and the Zhuraida Sewing House has implemented promotions through brochures and social media such as Whatsapp, Instagram, Facebook, Tiktok and others. However, there are still several obstacles that prevent the Prophet's qualities from being implemented, namely the nature of trustworthiness (keeping promises) which is caused by a lack of workers in the production department because the Zhuraida Sewing House is still neglecting its responsibilities in terms of taking time to complete the product. Then the tabligh (communicative) nature, namely online services, is not running well due to the lack of employees in the service admin section.

One of the digital media frequently used by business practitioners for promotion is Instagram. Instagram is utilized as a promotional medium due to its more appealing interface compared to Facebook or Twitter. Instagram is an application for capturing, editing, and sharing photos within the Instagram user community. The research was conducted using a descriptive quantitative approach. Research data was collected through a questionnaire distributed randomly to 99 respondents who were followers of the "Fanaya Catering" social media account. The research results indicate that the use of social media has a positive impact on increasing the sales revenue of catering products.