Publication Search

The development of e-commerce as part of digital transformation has changed marketing and business transaction patterns, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to analyze the implementation of e-commerce and the Quick Response Code Indonesian Standard (QRIS) payment system in increasing revenue for the Sultan Snacks MSME in Parepare City. This study used a qualitative approach with a case study method. Data collection techniques included in-depth interviews, observation, and documentation with business owners and related parties. The data obtained were analyzed using descriptive qualitative analysis techniques through the stages of data reduction, data presentation, and conclusion drawing. The results show that the implementation of e-commerce at the Sultan Snacks MSME is carried out through the use of digital platforms and social media as a means of product promotion and sales, which can expand market reach and increase the number of orders. Furthermore, the implementation of the QRIS payment system provides convenience and speed in the transaction process and helps business owners maintain more orderly financial records.

The COVID-19 pandemic has had a major impact on the sustainability of Micro, Small, and Medium Enterprises (MSMEs), including those in Lapadde Subdistrict, Parepare City. This study aims to identify the recovery strategies implemented by MSME actors during the 2022–2025 period, as well as the factors that support and hinder the recovery process. The research employed a descriptive qualitative method, with the study conducted in Lapadde Subdistrict on December 1, 2025. The sample consisted of five MSME actors selected through purposive sampling. Data were collected through interviews, observations, and documentation, and were then analyzed using data reduction, data presentation, and conclusion drawing techniques. The findings indicate that MSME actors have implemented recovery strategies such as product diversification, utilization of digital media, and cost efficiency, supported by local government programs. The main obstacles include limited capital and low digital literacy. Overall, MSME recovery is progressing positively but still requires continuous assistance and more equitable access to information to ensure sustainability.

This study aims to explore the process of digital transformation and innovative strategies adopted by micro, small, and medium enterprises (MSMEs) in the context of the digital economy. The research focuses on understanding how micro MSME actors adopt digital technology, the challenges they face, and the implications for business independence and competitiveness. A qualitative descriptive approach with a single case study design was employed, focusing on one micro culinary MSME in Medan City. Data were collected through in depth interviews, direct observation, and digital documentation, and analyzed using thematic analysis techniques. The findings indicate that the use of social media for marketing purposes has increased business visibility and expanded customer reach at the local level. However, digital transformation remains at an early stage, constrained by limited capital, low digital literacy, and the lack of integrated digital business systems. These results suggest that digital transformation in micro MSMEs is a gradual and context dependent process that requires strong ecosystem support to enhance sustainable business independence and competitiveness. This study contributes to the literature by providing qualitative empirical insights into digital transformation at the micro enterprise level.

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

This study aims to analyze the strategies used by Islamic banks to improve Islamic financial literacy in the digital era and to identify the challenges and opportunities that arise during their implementation. A mixed method approach with a concurrent triangulation design was applied, combining qualitative data collected through interviews and document analysis with quantitative data gathered from community perception surveys regarding Islamic financial literacy. Data analysis involved thematic content analysis for qualitative data and descriptive statistics for quantitative data, which were later integrated through triangulation to produce more comprehensive findings. The results indicate that Islamic banks implement strategies centered on the synergy between direct educational programs, collaboration with academic institutions and communities, and the utilization of digital technology through applications and social media platforms. The findings also reveal a significant literacy gap, particularly among younger generations and groups with limited digital access. Nevertheless, opportunities for literacy improvement continue to expand through internet penetration, digital innovation, and increasing public trust in the Islamic financial system. Overall, the study concludes that the success of Islamic financial literacy programs depends on the sustainable integration of educational and digital strategies.

This study aims to analyze the digitalization strategies implemented by Islamic banks to increase public interest in Sharia savings products. The research focuses on the use of digital technologies such as mobile banking, Islamic fintech, big data, and social media as key instruments to enhance service accessibility and strengthen customer trust. A qualitative descriptive method with a literature-based approach was employed by collecting and examining relevant academic sources. The data were analyzed using thematic analysis to identify patterns and relationships between digitalization and customer interest in Sharia savings. The findings indicate that digitalization enhances service accessibility, operational efficiency, and personalized user experiences. Mobile banking plays a dominant role in improving transaction convenience, while social media contributes significantly to customer education and product promotion. Furthermore, collaboration with Islamic fintech supports financial inclusion and encourages innovation aligned with Sharia principles. The results confirm that digitalization is a strategic driver for Islamic banks to remain competitive and relevant within the evolving financial industry landscape.

This study aims to analyze the influence of product differentiation, social media promotion, and service quality on consumer purchase intention at Tea Break Sambi Kediri. The research employed an associative quantitative approach using a survey method with questionnaires distributed to 88 respondents selected through an accidental sampling technique. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS version 25. The results revealed that both partially and simultaneously, product differentiation, social media promotion, and service quality have a positive and significant effect on purchase intention. Social media promotion is the most dominant variable influencing consumer buying interest, followed by service quality and product differentiation. These findings highlight the importance of creative digital promotion strategies and high service quality in enhancing consumer attraction and loyalty. This research provides practical implications for business owners in designing digital-based marketing strategies and academic contributions to the development of consumer behavior and marketing strategy literature within modern beverage SMEs.

This study aims to determine the effect of pemasaran konten and citra merek on buying interest in Desira Jewelry. This research was conducted using purposive sampling technique on 100 respondents who use social media and well known Instagram Desira Jewelry. The data collection technique was carried out using a questionnaire. The findings from the results of the study found that pemasaran konten has a positive and significant effect on purchase intention, and citra merek has a positive and significant effect on purchase intention, then simultaneously pemasaran konten and citra merek affect consumer purchase intention. This research topic is very important for marketers to find out how much influence content has improving the company's image, thus it is important for marketers so that the citra merek that has been created is able to increase buying interest in jewellery in this case Desira jewelry. So that this research can be used to improve marketers in creating good content so as to increase consumer buying interest in a product.

Most agencies recognize the importance of work discipline as a foundation for shaping obedient and responsible employees. At KSP Semarak Dana Mojokerto, the implementation of work discipline, workload distribution, and motivation has been carried out to improve performance. However, issues such as low discipline, workload imbalance, and uneven motivation still persist, affecting employee performance. This study aims to examine the influence of work discipline and workload on employee performance, with work motivation as an intervening variable. The research was conducted through questionnaire distribution to employees. The population consisted of all active employees of KSP Semarak Dana Mojokerto. A total of 35 respondents were selected using non-probability sampling with the census or total sampling method. Data analysis was performed using path analysis with the SPSS 25 program. The results indicate that work discipline has a positive and significant effect on employee performance, while workload does not significantly affect performance. Work discipline also has a positive and significant effect on motivation, and workload has a positive and significant effect on motivation. However, motivation is not able to significantly mediate the relationship between work discipline or workload and employee performance at KSP Semarak Dana Mojokerto.

This study aims to explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.

This study aims to analyze the digital marketing strategies implemented by clothing stores in the Telang area from a sharia economic perspective. In the digital era, business actors are required to adapt to technology, including in terms of promotion and marketing. The approach used in this study is descriptive qualitative, with data collection through observation, interviews, and documentation. The results of the study show that most business actors have utilized social media such as WhatsApp, Instagram, and Facebook Marketplace to market their products. The strategies implemented are mostly in line with the principles of sharia economics such as honesty (ṣidq), openness (tabligh), and amanah. However, some practices that are not in accordance with sharia are still found, such as the use of photos that do not match the original product (gharar) and excessive promotion (tadlis). The main inhibiting factors in the implementation of sharia digital strategies are limited digital literacy and infrastructure. Therefore, ongoing assistance and training in sharia-based digital marketing are needed to improve understanding and business practices in accordance with Islamic values.

MSMEs play a key role in the national economy, especially in increasing economic growth and creating new jobs. However, in the digital era, MSMEs face major problems, such as low levels of digital literacy, limited access to the internet, and fierce competition with large companies that have used technology before. This study examines the variables that influence the sustainability of MSMEs amidst digital challenges and finds methods that can be used so that MSMEs can survive and grow. The research method was carried out through surveys and direct interviews with MSME actors at Pasar Pagi Setia Budi, Medan, North Sumatra. The results of the study showed that most MSME actors did not utilize digital platforms for marketing and transactions, which resulted in decreased income. To increase competitiveness, MSMEs need to improve their digital knowledge, adopt online marketing strategies, and optimize the use of e-commerce and social media. Support from the government, financial institutions, and technology companies is also very important. In the increasingly competitive digital era, by implementing the right digitalization strategy, MSMEs can improve operational efficiency, expand market reach, and maintain the sustainability of their business.

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.

This research aims to analyze buyer behavior towards skincare products, with a focus on factors that influence purchasing decisions, product preferences, the influence of social media, and promotional strategies. This study uses a quantitative approach with survey methods to collect data from respondents regarding habits, preferences and external influences in purchasing skin care products. Data analysis techniques are carried out descriptively to identify trends and patterns of consumer behavior. The research results show that product quality is the main factor in decisions (91.3%), followed by needs and price. TikTok emerged as the top platform for seeking information (77.9%), while influencer reviews had a significant influence with 91.3% of respondents considering them before purchasing a product. The majority of consumers prefer local products (60.6%) compared to imports. Additionally, promotional strategies such as discounts and cashback proved effective in attracting attention, with 93.3% of respondents expressing interest in the offer. This research concludes that skincare buyer behavior is influenced by a combination of rational and emotional factors, which are strengthened by the influence of social media and promotions. These findings provide insight for producers in designing marketing strategies that are more effective and in line with consumer needs.

This research discusses the utilization of social media as a marketing strategy to increase brand awareness and competitiveness of MSMEs (Micro, Small and Medium Enterprises), with a case study of HR-TEA in Pangkalpinang. A descriptive qualitative approach was used through interviews, observations, and the implementation of digital marketing strategies, such as Instagram account creation and Google Maps registration, to expand market reach and increase interaction with customers. The results showed that digital marketing strategies involving creative content and social media optimization were able to increase branding, the number of followers, as well as consumer interaction, which overall contributed to the growth of MSMEs (Micro, Small and Medium Enterprises) in the face of market competition.

Lifestyle and fashion have become an inseparable part of modern society. Excessive public consumption of apparel products causes clothing manufacturers to speed up their production performance. The production and consumption processes of society are primarily the cause of much of the natural damage caused. Where the waste from the fabric/textile dyeing production process from upstream to downstream is not managed properly, as is the disposal of worn-out apparel and is not managed responsibly. Economic globalization and the media industry are one of the factors that shape this condition. Lifestyle growth is a reference for society that is considered good or bad, up to the date or expiration. The purpose of this paper is to provide an introduction to the awareness of the fashion industry which is experiencing rapid progress, but many of the fashion industry movers and players ignore the current environmental problems. Provides an introduction to how fashion waste that is disposed of irresponsibly will cause environmental damage over time. The implications for producers, consumers and policy choices are to increase sustainable development goals with the aim of building an environmentally friendly fashion industry. This is followed by research illustrations regarding how to make bag products using the concept of sustainable fashion. A brief review of one of the fashion designers who pioneered the sustainable fashion/ ecofashion movement. This paper will also explain how sustainable fashion production and consumption is from an Islamic economic perspective.

Product packaging is an important element in creating the identity and attractiveness of a product, especially for small and medium enterprises (SMEs). This research aims to develop an online-based packaging design service through the PackDe platform that offers easy access, transparent pricing, and a variety of customizable design options. The methods used include literature study, competitor observation, and social media analysis to understand market needs and current design trends. The results show that PackDe is able to provide functional and aesthetic packaging design solutions, supporting SME product branding effectively. Nevertheless, challenges such as limited human resources and marketing need to be overcome to reach a wider market. The implications of this research show that digital-based packaging design innovation can improve the competitiveness of SME products in national and global markets. PackDe is expected to be a strategic partner for SMEs in creating packaging that is not only visually appealing but also has added value to the packaged product.

Thesis with the title Jowin Peak Tourism Development Strategy to Increase the Number of Tourist Visits in Tulungagung Regency" written by Yasmin Indra Preswari, Moch. Verry Martin A.S, M Islamic Sharia Tourism Study Program, Department of Management and Business, Faculty of Islamic Economics and Business, Sayyid Ali Rahmatullah Tulungagung State Islamic University who was supervised by Dr. Deny Yudiantoro, S.AP., M.M., The research in this thesis is based on the importance of tourism development strategies because the main reason for tourism development in a tourist destination, whether locally, regionally or nationally in a country, is closely related to the economic development of that region or country. The focus of research in writing this thesis is (1) What is the tourism development strategy to increase tourist visits to the Puncak Jowin Tulungagung tourist attraction? (2) What is the strategy for developing human resources to increase tourist visits to the Puncak Jowin Tulungagung tourist attraction? (3) What is the most effective role of media in reaching and influencing the target audience of tourists, especially in the context of digitalization and developments in information technology? This type of research is field research using a descriptive method approach. In collecting data researchers used the method of observation, interviews, and documentation. Researchers double-checked to obtain the data obtained and used triangulation techniques, with the aim of obtaining data validity. After that, analyzing it through data reduction and making conclusionsng the validity of the data uses source triangulation and technical triangulation. Based on the results of data analysis, it can be concluded that the research results show that (1) tourism development strategies to increase tourist visits to the Puncak Jowin Tulungagung tourist attraction are carried out in various ways, including strategies including adding tourist attractions, developing accessibility, developing amenities, developing public facilities. the role of government. (2) human resource development strategy to increase tourist visits to the Puncak Jowin Tulungagung tourist attraction by implementing a capacity building strategy which includes Human Resource (HR) Development, Strengthening organization, Institutional reform (institutional reform) (3) Media strategy that most effective in reaching and influencing the target audience of tourists, by referring to technical and practical means. by implementing promotions on various social media platforms such as Facebook, Instagram, and Tiktok to influence the audience of data tourists to Puncak Jowim tourism.

This research aims to determine the influence of green marketing and social media promotion on purchasing decisions in the city of Solo Raya. This research uses quantitative methods using primary data through distributing questionnaires online on the Instagram platform. The questionnaire was taken using a non-probability sampling technique with the number of samples used in the research being 100 respondents. This research uses data analysis using SmartPLS software. The results of this research show that the green marketing variable has a positive and significant influence on purchasing decisions and the social media promotion variable has a positive and significant influence on purchasing decisions.

This study aims to determine the influence of online customer reviews, online customer ratings, and live streaming features on the purchase decisions of fashion products on the Shopee marketplace in the Surakarta region. This research was conducted in October 2023. The number of samples in this study was 147 respondents from Shopee users in Surakarta. Sampling is done using the purposive sampling method. The data collection technique used in this study is the quantitative method of distributing questionnaires online through social media. Multiple regression is the analysis method used in this study. The results of this study show that online customer reviews, online customer ratings, and live streaming features partially have a significant positive influence on the purchase decisions of fashion products in Surakarta.