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The tempe chip industry in Sanan Village, Malang City, represents a culturally embedded small and medium enterprise (SME) cluster that has contributed to the local economy for decades. However, intensifying intra-cluster competition, soybean price volatility, and shifting consumer behavior have placed increasing pressure on the competitiveness of businesses in this area. This study aims to analyze the marketing strategy implemented by Keripik Tempe Dua Karunia — one of the pioneering enterprises in Sanan Village that has been operating since 1980 — and to identify the marketing strategy factors that contribute to enhancing its competitive advantage. A qualitative descriptive approach was employed through field observation, in-depth interviews with the business owner, and documentation analysis. The analysis is grounded in the 4P marketing mix framework — Product, Price, Place, and Promotion. The findings reveal that Dua Karunia builds its competitiveness through four strategic pillars: (1) product differentiation through multi-flavor diversification and consumer-driven customization; (2) cost-based pricing that is adaptively managed through shrinkflation tactics in response to raw material price fluctuations; (3) multi-channel distribution that integrates direct outlet sales with digital platforms (Shopee and WhatsApp); and (4) long-established word-of-mouth reputation-based promotion reinforced by active e-commerce presence. This study concludes that the consistent integration of all four marketing mix elements, supported by family-based operational flexibility and the cultural heritage value embedded in the product, constitutes the primary source of sustained competitive advantage for Dua Karunia amid increasingly intense cluster competition. These findings carry practical implications for similar SMEs seeking to design adaptive, competitiveness-oriented marketing strategies.

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.  

Entrepreneurial management is a process that involves the ability of individuals to create, manage, and develop businesses effectively in order to survive and compete in the midst of dynamic market changes. In this context, interest, creativity, and connections are important factors that can drive the success of a business, especially in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to analyze the influence of interest (X1), creativity (X2), and connection (X3) on business success (Y) in food MSME actors in Sumberejo Village. This study uses a quantitative approach with a survey method. The main instrument used in data collection is a questionnaire that has been tested for validity and reliability. The number of respondents in this study was 77 people, who were selected using purposive sampling techniques based on certain criteria such as the length of business and the type of food products produced. Data analysis was carried out using multiple linear regression with the help of statistical software. The results of the study show that the variables of interest, creativity, and connection simultaneously or partially have a positive and significant effect on the success of MSME businesses. Thus, MSME actors who have a high interest in entrepreneurship, are able to create product innovations, and have a wide network of relationships, tend to have a greater chance of achieving business success. This research suggests the need for entrepreneurship training that not only focuses on the technical aspects of production, but also the development of soft skills and social networks. Thus, the empowerment of MSMEs in rural areas will be more optimal and sustainable. These findings are expected to be a reference for village governments, training institutions, and other related parties in formulating strategies to strengthen MSMEs in rural areas.

This study analyzes the opportunities and challenges in implementing digital payment systems to enhance the productivity of Micro, Small, and Medium Enterprises (MSMEs). In the era of growing digital transformation, the adoption of cashless transactions has become a crucial innovation to improve efficiency and competitiveness among MSME players. The findings indicate that the use of digital payment platforms such as QRIS, bank transfers, e-wallets, and card-based e-money offers several advantages, including faster payment processing, reduced risk of calculation errors, and the minimization of counterfeit money usage, which remains an issue in some regions. However, the implementation of digital payments still faces various obstacles on the ground. Certain sectors of MSMEs continue to rely heavily on cash transactions, especially in remote areas where internet connectivity is limited. Furthermore, many business owners still prefer conventional payment methods due to concerns over trust, security, and deeply rooted habits. Demographic factors also influence the level of digital payment adoption. Younger generations tend to be more adaptive to digital technologies, whereas older business owners are generally less familiar and comfortable with using digital devices. These findings suggest that in order to fully leverage the benefits of payment digitalization among MSMEs, strategic efforts are needed. These should include the improvement of digital infrastructure, widespread education and awareness programs, and the development of applications tailored to the specific needs and characteristics of each business sector. Collaboration between the government, financial institutions, and digital service providers is essential in creating an inclusive and user-friendly digital payment ecosystem. By addressing technical barriers and bridging digital literacy gaps, the implementation of digital payments holds significant potential to drive operational efficiency and sustainably boost the productivity of MSMEs.

The growth of digital technology has significantly transformed the marketing strategies employed by micro, small, and medium enterprises. Within an increasingly competitive digital marketing ecosystem, high-quality visual branding serves as a crucial component in capturing consumer attention and enhancing brand awareness. However, the enterprises frequently encounter constraints related to budget, technology, and expertise in producing effective visual content. In response to these challenges, Rabbithall Studio offers a solution by providing affordable, high-quality content, particularly for enterprises that operating in the foods and beverages sector. This research aims to design a Business Model Canvas (BMC) for Rabbithall Studio to effectively support the digital marketing strategy of MSMEs. A descriptive qualitative approach is used to analyze key elements in the BMC, such as customer segments, value propositions, distribution channels, and cost structure. The research findings reveal that Rabbithall Studio has a strategic business model, focusing on providing aesthetic and Instagrammable product photography services, along with copywriting support. This study offers a strategic guide for MSMEs to adopt visual and content-based marketing to enhance their competitiveness in the digital market.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economy by creating jobs and fostering local economic growth. However, MSMEs, especially in the culinary sector, often face challenges in managing finances, including accurately calculating the Cost of Goods Manufactured (COGM). COGM, which includes raw materials, labor, and overhead costs, is essential for setting appropriate prices and maintaining profitability. Miscalculations can lead to inaccurate pricing, impacting competitiveness and profit margins. This study analyzes COGM calculations at U&Mie, a culinary MSME known for its chili oil chicken noodles, to understand its pricing strategy. Findings from this research and prior studies by Harefa and Purwanto reveal that the full-costing method provides consistent results, highlighting the need for comprehensive COGM calculations to avoid overlooking variables that could affect pricing. This study aims to offer guidance for MSMEs in managing production costs and setting prices effectively, enhancing their market competitiveness.

In an effort to improve the community's economy in Petemon Village, Sawahan Subdistrict, Surabaya City, this research analyzes the empowerment of Micro, Small and Medium Enterprises (MSMEs). The results show that although programs to encourage MSMEs exist, their implementation is not optimal. One of the problems found is the lack of coordination between related agencies, the lack of training and capital distributed for MSMEs, and the lack of monitoring the growth of MSMEs. According to this study, although efforts have been made to support the applicable laws, the implementation of the program needs to be improved, especially in terms of fair distribution, effective socialization, and assistance that suits the needs of MSMEs.

This research investigates the implementation of Customer Relationship Management (CRM) in the Micro, Small and Medium Enterprises (MSME) and startup sectors. Through a qualitative approach, data was collected from a number of MSMEs and startups to analyze the factors that influence the adoption and success of CRM implementation. The findings show that limited resources, lack of knowledge about the benefits of CRM, and dependence on technological infrastructure are the main challenges in adopting CRM systems. However, CRM has also been found to have great potential in increasing customer retention, developing more suitable products, and expanding into new markets. Practical implications of these findings include recommendations for appropriate resource allocation, employee training, and more effective digital marketing strategies. The contribution of this research lies in a deeper understanding of CRM implementation in the context of MSMEs and startups as well as practical guidance for improving business performance through effective CRM strategies.

This thesis is a study that examines the influence of People's Business Credit (KUR) on the development of Jelutung micro, small and medium enterprises (MSMEs) at Bank BSI Kc Gatot Subroto, Jambi City. The purpose of this thesis is to be able to find out the effect of people's business credit (KUR) on the development of MSME businesses and to be able to find out the amount of contributions made by KUR to the business development of customers of Bank Syariah Indonesia Kc Gatot Subroto Jambi City.In this study using quantitative methods with data collection techniques namely observation, questionnaires and documentation. Which is the questionnaire itself as an instrument in collecting data. Then a validity test and reliability test were carried out to ensure the accuracy of each question item in the questionnaire to be used in collecting data. After that, a classic assumption test was carried out to ensure the soundness of the data and a hypothesis test in the form of a (t) test, simple linear regression test and test for the coefficient of determination (R2).The results of this study are as follows: (1) People's Business Credit (KUR) has a significant and positive effect on customer business development as evidenced by the significance of KUR of 1.68107 > 0.05 and also the value of the simple regression results which obtains a value of 0.554 which indicates a positive number so that the influence that KUR has is good or positive on the development of the customer's business. (2) The contribution made by KUR to the development of the customer's business is 0.47.8 or 47.8% and the remaining is 0.552. Or 52.2% is influenced by variables or other factors not mentioned in this study.

This thesis discusses the Analysis of Marketing Strategies in Nawasena Efforts to Increase Consumer Buying Interest. In this study raised issues in the form of: influencing factors in the development of SMEs and marketing strategies of SMEs. This study aims: to determine the factors that influence the marketing strategy of SMEs. This research method is a qualitative approach using descriptive analysis method on 4 respondents, namely business owners and 3 employees. The data was collected by means of observation, interviews, questionnaires filled in by respondents, as well as documentation. Then the data obtained from the results of data collection were analyzed using SWOT, IFAS and EFAS analysis.

In Indonesia, more and more individuals are doing business activities. Business is an activity carried out by one individual. Micro, Small and Medium Enterprises (MSMEs) are businesses engaged in trade, which involve entrepreneurial activities. UMKM Kitchen Keyra is one of the businesses engaged in the field of food that is easy to develop, which is located on Jalan Kebonagung Village, Kec. Kab. Castle Mojokerto. The purpose of this study was to determine the effect of product quality on customer satisfaction, to determine the effect of service quality on customer satisfaction, to determine the effect of corporate image on customer satisfaction and to determine the effect of product quality, service quality and corporate image on customer satisfaction. This study uses quantitative methods, with a sample of 100 respondents with the help of IBM SPSS version 25. The results show that product quality variable (X1) partially and significantly influences consumer satisfaction (Y) with t count 7.801 > 1.98498 and a sig value of 0.000 <0.05, service quality (X2) has a partial and significant effect on customer satisfaction (Y) with t count 2.531 > 1.98498 and a sig value of 0.013 <0.05, and corporate image (X3) has a partial and significant effect on consumer satisfaction (Y) with t count 16.567 > 1.98498 and a sig value of 0.000 <0.05, while simultaneously product quality (X1), service quality (X2) and corporate image (X3) have a positive and significant effect on consumer satisfaction ( Y) Keyra Kitchen SMEs with f count 292.834 > 2.70 and a sig value of 0.000 <0.05

This research aims to explore the efficacy of AI-driven marketing solutions in facilitating ethical product branding within Micro, Small, and Medium Enterprises (MSMEs). The research adopts a descriptive model, employing purposive sampling to gather data from a diverse range of MSMEs engaged in ethical product branding practices. Data analysis utilizes thematic analysis to identify patterns and insights from qualitative data. The study aims to unveil the impact of AI-driven marketing strategies on enhancing sustainability and ethical branding efforts among MSMEs. Results are expected to shed light on the effectiveness of these solutions in fostering responsible consumerism and promoting sustainable business practices within the MSME sector, thereby contributing to the discourse on ethical marketing and sustainable development.

The purpose of this study was to determine the effect of intelligence and financial literacy on the financial resilience of Micro, Small and Medium Enterprises in the Jambangan Culinary Tourism Center, Surabaya. This research was conducted on the type of business, namely in the culinary or trading business sector with a sample size of 30 micro, small and medium enterprises. In this study using a quantitative approach method. This study uses multiple linear regression techniques for hypothesis analysis. The results of the study show that intelligence and financial literacy have a high impact of 57,1% on the financial resilience of Micro, Small and Medium Enterprises in the Jambangan Culinary Tourism Center, Surabaya.

This study explores the utilization of simple Augmented Reality (AR) technology to enhance customer engagement in the marketing programs of small and medium-sized enterprises (SMEs), specifically focusing on Anna Rental Perlengkapan Bayi in Semarang. The research employs an experimental design, developing and evaluating an AR-based information system prototype. Data collection methods include structured interviews, direct observations, and analysis of Instagram post performance. Results indicate a significant increase in customer engagement with AR content, showing an increase from fewer than 100 viewers for regular content to approximately >200 viewers for AR content, with 5% of these engaging further by clicking the AR link and 2% proceeding with a call-to-action. These findings align with existing theories on the effectiveness of interactive technologies in marketing. The study concludes that AR technology can substantially enhance customer engagement and suggests that SMEs adopt such technologies for improved marketing outcomes. Practical implications highlight the need for training and support for SMEs to implement AR effectively. This research provides a foundation for further studies on AR applications in SME marketing strategies in Indonesia.

This research aims to explore sustainable digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) with a focus on redefining brand identity. The research employs a qualitative approach, utilizing in-depth interviews and thematic analysis. A purposive sampling technique is employed to select participants from diverse MSME backgrounds. Through rigorous thematic analysis, the study reveals insights into effective digital marketing strategies that align with sustainability goals while reshaping brand identities for MSMEs. The findings highlight the importance of authenticity, transparency, and social responsibility in crafting sustainable brand identities in the digital era. This research contributes to the understanding of practical strategies for MSMEs to thrive in the competitive digital marketplace while embracing sustainability principles.

This research aims to explore the dynamics involved in integrating sustainable digital marketing practices into Micro, Small, and Medium Enterprises (MSMEs). Employing a qualitative approach, the study adopts a mixed-method model combining interviews and case studies. The sampling technique involves purposive sampling to select participants representing diverse MSMEs. Data analysis utilizes thematic analysis to identify patterns and themes. The findings reveal a multifaceted understanding of sustainable digital marketing integration, highlighting challenges, opportunities, and best practices within MSMEs. Insights garnered from this research contribute to a deeper comprehension of sustainable digital marketing strategies tailored for MSMEs, thereby fostering their resilience and competitiveness in contemporary markets.