Publication Search

This research aims to examine the influence of packaging, price, and digital marketing on increasing MSME (Micro, Small, and Medium Enterprises) sales. Using a descriptive quantitative approach, this study collects primary data through questionnaires and interviews, as well as secondary data from literature sources. The questionnaires serve as the primary data source, while interviews provide supporting data. The research population includes all MSMEs supported by KADIN in Bengkalis sub-district, Bengkalis district. A random sampling technique was applied, with a total of 104 respondents selected for the study. The data analysis was conducted using multiple linear regression with the help of SPSS software. This analysis involved testing validity, reliability, classical assumptions, and hypotheses to ensure the accuracy and consistency of the data. The results of the research indicate that both packaging and price have a positive and significant effect on increasing MSME sales. In contrast, digital marketing did not show a significant effect on boosting sales. Among the three factors, packaging emerged as the most dominant factor influencing the increase in sales. This study adds value to existing theories by confirming the importance of packaging and price in enhancing MSME sales performance. It also offers practical implications for the government and MSME stakeholders. For the government, the findings can be used to develop strategies and policies that support MSMEs, particularly in areas related to packaging and pricing strategies. For MSME owners and entrepreneurs, this research provides insights into key aspects of business operations that can be optimized to improve sales. By focusing on packaging and pricing strategies, MSMEs can enhance their competitiveness in the market, leading to increased sales and long-term business success.

The community service activity through KKN 15 UMRAH in Tanjung Uban Selatan Village, Bintan Regency, aims to emphasize the product identity of the KUBE Sejahtera MSME through packaging label design. This MSME previously experienced marketing problems due to simple, unattractive product labels that did not meet BPOM standards, making it difficult for consumers to recognize and compete in the formal market. KUBE Sejahtera consists of ten members offering various types of food products such as banana chips, potato chips, onion cuttings, cookies, and peyek. A participatory approach was implemented so that KUBE members not only received results but also actively participated starting from identifying problems, discussing needs, to designing labels using a simple application. The results of the activity showed an increase in members' understanding of the importance of labels as a marketing strategy, as well as the birth of new label designs that are more attractive, professional, and in accordance with regulations. Various products successfully developed new visual identities with more prominent names and appearances, such as Ketas Potato Chips, MaYure Sejahtera Onion Cuttings, Kerpi'la, and Suka-Suka Peyek. This change has had a positive impact, marked by increased member confidence in selling products and broader opportunities to expand market reach. Overall, this program demonstrates that simple interventions through label design can increase the competitiveness of local products and serve as an effective strategy for empowering MSMEs. It is hoped that this success can be emulated by other business groups to support sustainable community economic growth.

This study examines the importance of an efficient digital marketing strategy, particularly through Instagram, to increase public understanding of sports and recreation facility brands like Pondok Cabe Golf, especially amidst increasingly fierce competition in the digital world. The purpose of this study is to evaluate the digital marketing strategy implemented by Pondok Cabe Golf on Instagram to increase brand recognition among the wider public. A descriptive qualitative approach was used, with data collected through in-depth interviews with internal marketing and public relations teams, as well as external followers. Additionally, focus group discussions, observations, and non-participant documentation collection were conducted to supplement the analysis. The results reveal that Pondok Cabe Golf has successfully implemented a digital marketing strategy that aligns with the Marketing 4.0 concept and the 5A customer journey (Aware, Appeal, Ask, Act, Advocate). This strategy involves the use of consistent visual content, engaging user interactions, and focused promotions, which have significantly increased brand awareness and built positive relationships with the audience. The findings highlight the effectiveness of Instagram as a platform for building brand recognition and community engagement. This research offers valuable insights and practical recommendations for improving digital marketing efforts in the recreation sector, particularly for businesses looking to enhance their presence in the competitive digital landscape.

This community service program was designed to empower residents of RW 06 Kalibaru, North Jakarta, by transforming local organic waste—such as sawdust and seashells—into a high-value commodity: oyster mushrooms. The training began with a needs assessment to ensure the relevance of the materials, followed by the application of the Adult Education (POD) approach, integrating theoretical and practical learning. The theoretical sessions provided participants with insights into economic prospects, nutritional benefits, and business opportunities, while the practical sessions developed technical skills in substrate preparation, sterilization, inoculation, and mushroom maintenance. The program was reinforced through participatory discussions, demonstrations, and simulations to ensure effective skill transfer. Monitoring and evaluation were conducted via Focus Group Discussions, and continuous mentoring was carried out through field visits, online communication, and the formation of farmer groups as collaborative platforms. As a result, participants demonstrated a significant improvement in knowledge and technical skills, accompanied by greater awareness of the economic potential of previously discarded waste. This initiative not only serves as an innovative solution to environmental problems but also acts as a catalyst for the application of the circular economy, creating micro-enterprise opportunities and strengthening community economic independence. The synergy between universities, the local community, and industry partners is a key factor in sustaining the program, with recommendations for expanding training on product diversification, marketing strategies, and policy support to accelerate business development. Additionally, the success of the program has opened new avenues for sustainable entrepreneurship, particularly in communities with limited resources. The involvement of local stakeholders—such as community leaders and small businesses—has been instrumental in fostering a sense of ownership and shared responsibility for the program's success. The use of organic waste as a resource for mushroom cultivation also aligns with broader environmental goals, such as reducing waste and promoting sustainable practices.

Small and Medium Enterprises (SMEs) play a crucial role in driving economic growth at both local and regional levels, including in Malang Regency. Their presence not only creates new job opportunities but also stimulates the economic activities of local communities. Nevertheless, SME actors still face a number of significant challenges. These include limited capital, incomplete business legality, low managerial capacity, and restricted access to wider markets. Such conditions often hinder SMEs from optimizing their competitiveness. This research aims to examine the implementation of SME empowerment programs carried out by the Cooperative and Micro Business Office in Kepanjen, as well as to identify supporting and inhibiting factors. The study employed a descriptive qualitative approach, with data collected through in-depth interviews and documentation studies. The findings reveal that SME empowerment was implemented through various programs, such as training to enhance skills, continuous business mentoring, facilitation of access to financing through financial institutions, and product promotion via exhibitions and digital platforms. These programs have provided positive impacts by strengthening the capacity and visibility of SMEs in the region. The success of these programs is supported by the strong commitment of the local government, synergy among institutions, and active participation of SME actors. On the other hand, several obstacles remain, such as low digital literacy among entrepreneurs, difficulties in obtaining financing due to legal constraints, and complex bureaucratic processes. The results of this research emphasize that SME empowerment requires adaptive strategies, continuous mentoring, and proper program mapping in accordance with local conditions.

This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.

Community Service Program (Kuliah Kerja Nyata/KKN) is a community service program integrated into the higher education curriculum, aiming for students to apply theoretical knowledge into real-world practice and contribute to community development and empowerment. This KKN activity was carried out in Dusun IV, Tuntungan II Village, Deli Serdang Regency, from July 1 to August 1, 2025. The main objective of this program was to address various local issues such as limited use of appropriate technology, low environmental awareness, and a lack of human resource development. The method used was field observation to ensure that the programs implemented were in line with the community's needs and potential. Various activities were carried out, including community clean-up (gotong royong), teaching at elementary schools, health counseling for mothers and the elderly, Qur'an recitation lessons for children, compost making, planting a "living pharmacy" (apotek hidup), and assisting with UMKM product marketing. The results of this program showed a positive impact, such as increased community knowledge of health, environmental cleanliness, and the use of organic fertilizer. Furthermore, UMKM assistance successfully improved business owners' understanding of digital marketing. Overall, this KKN activity successfully created synergy between the university, the village government, and the community, while also providing valuable experience for students in leadership and teamwork.

This community service program was carried out by students of Universitas Pelita Bangsa in Karangsetia Village, Karang Bahagia District, Bekasi Regency, as a concrete effort to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in facing the challenges of digitalization. MSMEs in this area still encounter various obstacles, such as the absence of formal business legality, limited understanding of branding strategies, and minimal utilization of digital technology for both marketing and payment systems. These conditions have weakened business competitiveness and hindered the growth of local enterprises. The program focused on three interrelated aspects: legal compliance, brand development, and digital adoption. Business legality was facilitated through the issuance of the Business Identification Number (NIB), which provides legal certainty while granting access to government programs and financial institutions. Branding was strengthened by designing logos, banners, and simple promotional media to enhance business identity, professionalism, and consumer appeal. Digitalization was promoted through business registration on Google Maps to improve visibility, and the adoption of the Quick Response Code Indonesian Standard (QRIS) as a cashless payment method that is efficient, secure, and widely accepted. The methods employed included observation, socialization, mentoring, and participatory evaluation with business owners. The results demonstrated significant progress, as most MSMEs successfully obtained legal registration, adopted QRIS in daily transactions, registered their businesses on Google Maps, and developed clearer visual identities. This program had a positive impact by increasing entrepreneurial confidence, expanding market reach, and fostering awareness of the importance of digital transformation. Overall, the community service program contributed to strengthening the competitiveness, sustainability, and independence of MSMEs in Karangsetia Village, while supporting the development of the local economy.

Human resources (HR) play a crucial role in determining the success of an organization. PT Indomarco Prismatama is a leading company in the modern retail sector, operating the Indomaret minimarket network that provides essential daily needs for the community. Within this context, employee performance becomes a critical factor that directly influences business continuity and service quality. However, several issues remain, such as high absenteeism, low motivation, and disharmonious workplace relationships. These conditions highlight the importance of effective leadership styles and a strong organizational culture in enhancing employee performance. This study aims to analyze the influence of leadership style and organizational culture, both partially and simultaneously, on employee performance at PT Indomarco Prismatama, Kelapa Gading Branch. The research employed a quantitative approach with an associative design. The population consisted of 102 employees, with a sample of 81 respondents determined using Slovin’s formula. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, multiple linear regression, t-tests, and F-tests to examine the relationships among variables. The findings reveal that leadership style significantly influences employee performance, while organizational culture also has a positive and measurable effect. Furthermore, the simultaneous influence of both variables shows a significant impact on improving performance. These results indicate that a combination of effective leadership and a supportive organizational culture plays a vital role in enhancing productivity and achieving organizational goals at PT Indomarco Prismatama, Kelapa Gading Branch.

The results of this study indicate that DT Peduli Jambi has not yet fully optimized the management of productive zakat, despite having a structured management system in place. Based on data analysis, several key factors were identified as obstacles to optimization. First, there is a lack of public trust in the institution, as reflected in the absence of significant growth in zakat collection over the past three years. This condition highlights the need for more effective communication and transparency strategies. Second, administrative challenges remain, such as a record-keeping system that is not yet fully integrated digitally and limited human resources with expertise in managing productive zakat. Third, resistance to change among beneficiaries persists, with approximately 30% refusing to adopt modern business management methods offered by the program. Fourth, there is a high dependency on assistance, with 40% of beneficiaries still heavily reliant on institutional mentoring. Fifth, participation in training programs remains low, with an average attendance rate of only 65%. Nevertheless, overall the program is categorized as “fairly successful” with an achievement score of 70 out of 100. This indicates that productive zakat holds great potential to promote economic empowerment of the community but has not yet been maximized due to structural and cultural barriers. Therefore, improvements are needed in transparency, capacity building of human resources, as well as persuasive and participatory approaches for beneficiaries, so that the goal of economic empowerment through productive zakat can be more effectively realized.

The community service activity carried out with farmer groups in Kelungkung Village, Sumbawa Regency, aims to enhance farmers’ capacity and independence through an innovation-based business approach. The specific objectives of this activity include: (a) developing an innovation-oriented business model to support agricultural product enterprises, (b) strengthening marketing management for competitiveness, (c) improving skills in simple financial management analysis, and (d) providing an understanding of creative thinking methods capable of generating innovations by integrating community needs, technological potential, and business success factors. The methods applied involved training sessions, mentoring, and interactive discussions focusing on business model design, digital financial management practices, and modern marketing strategies. The results of the activity indicate that: (1) partners are able to understand and elaborate on key business components such as customer segments, value propositions, distribution channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures; (2) partners can evaluate their businesses, identify opportunities, and formulate solutions to existing challenges; (3) partners have acquired basic knowledge of digital-based financial management analysis that is simple yet applicable; and (4) partners have developed the capacity to expand their farming enterprises, particularly in the field of digital marketing. Overall, this program has successfully encouraged farmer groups to be more adaptive to technological developments and modern market demands.

This study investigates the factors influencing financial distress in plantation sub-sector companies in Indonesia. The data collection method involves a literature study and documentation, while the data analysis techniques encompass classical assumption tests (normality, multicollinearity, autocorrelation, and heteroscedasticity), multiple linear regression analysis, and hypothesis testing (partial, simultaneous, and coefficient of determination). The findings reveal that leverage, liquidity, and profitability both simultaneously and partially have a positive and significant effect on financial distress. These results offer valuable insights into the factors that affect financial distress in the plantation sub-sector, providing a clearer understanding for investors and company management. This study emphasizes the importance of managing leverage, liquidity, and profitability effectively to avoid financial distress, which could disrupt the operational continuity of companies. Additionally, the study serves as a reference for making informed decisions related to financial stability and strategic planning, assisting in mitigating the risks associated with financial distress. By managing these financial factors, companies can improve their resilience and sustainability in the face of challenges, contributing to long-term business success. Furthermore, understanding the role of financial management in preventing financial distress is essential for plantation companies to maintain stable growth. As companies face various financial pressures, the study highlights how proactive financial strategies can help ensure sustained performance and profitability, ultimately supporting their competitive advantage in the industry.

This study discusses the application of the K-Means Clustering algorithm in the car rental ordering system. The objective is to help group booking data based on certain patterns such as car type, booking frequency, and rental duration. The clustering results are expected to improve service efficiency and help companies better understand customer preferences. The research was conducted using historical car rental booking data from a rental company. The results show that the K-Means method can successfully cluster booking data into several useful clusters for business decision-making. This extended paper also explores theoretical concepts of clustering, related studies, limitations of the method, and potential future enhancements such as integrating predictive analytics. It highlights the importance of transforming large volumes of raw booking data into actionable business intelligence to support marketing strategies, fleet management, and customer segmentation.  

This community service program aims to enhance the visibility and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Nusawungu Village through the creation of business location pins on Google Maps. The background of this initiative lies in the main challenges faced by local entrepreneurs, namely limited access to marketing channels and low digital exposure. Many businesses have been operating for years but remain difficult to find due to the absence of a clear digital identity, particularly on online maps. Therefore, this program focuses on utilizing Google Maps as an effective, low-cost, and accessible promotional medium. The program adopts the Participatory Action Research (PAR) method, emphasizing the active involvement of MSME actors in each implementation stage. The process began with mapping and collecting data on existing businesses, followed by classifying them into categories such as culinary, crafts, services, and trade. The next steps included filling in complete addresses, determining accurate coordinates, and uploading business and product photos. Verification of Google Maps profiles was then carried out to ensure that the businesses became officially accessible to the public. Furthermore, participants received guidance on adding supporting information, including operating hours, contact numbers, and social media links. The results demonstrated that all registered MSMEs successfully created active Google Maps profiles with complete information. The outcomes include increased consumer accessibility in locating businesses, recognizing available products or services, and directly contacting owners. This implementation has proven to make a significant contribution to market reach expansion and the strengthening of digital marketing strategies without requiring additional financial costs. These findings align with previous studies affirming the effectiveness of Google Maps as a promotional tool and a means of empowering MSMEs in rural areas. Moreover, this initiative opens opportunities for further development through integration with other digital platforms.

Toraja woven fabric is a significant cultural heritage of the Indonesian archipelago, known for its high artistic value and immense potential as a regional leading product. Despite this, challenges remain, particularly in terms of human resource management, which tends to be relatively simple, and the limited use of digital media in marketing. To address these issues, a Community Service Program (PKM) was implemented with the goal of enhancing the human resource capacity at the UNNONI Weaving Center, as well as expanding its marketing reach through the utilization of digital media. The methods employed in the program included identifying the core problems, providing HR management training, conducting digital marketing workshops (focusing on social media and online marketplaces), mentoring, and evaluating the program’s outcomes. The HR management training emphasized improving business management, task distribution, production recording, and enhancing teamwork. The digital marketing training covered the creation of social media accounts, content creation using Canva, branding strategies, and utilizing online marketplaces for promotion. The results indicated a significant improvement in both management and marketing aspects. The HR at the weaving center began implementing more organized production records, work coordination improved, and the UNNONI social media accounts became actively used for promotional purposes. Additionally, the Shopee marketplace was utilized, allowing consumers from outside the region to purchase products. These results demonstrate the successful integration of traditional craftsmanship with modern digital tools to enhance business sustainability and reach

Karang Taruna is a youth organization that plays a strategic role in developing the social and economic capacity of rural communities. However, local potential is often underutilized due to limited entrepreneurial knowledge, managerial skills, and access to mentoring. This community service program aimed to assist the Karang Taruna of Kedungturi Village, Taman Subdistrict, Sidoarjo, in fostering an entrepreneurial spirit based on the village’s local resources. The implementation method applied a participatory approach that directly involved youth through several stages: village potential mapping, entrepreneurship training, business mentoring, and facilitation of digital marketing access. The mentoring process provided not only theoretical knowledge but also practical experience in developing business ideas that correspond to local resource characteristics.The results of the program indicated an increased understanding among Karang Taruna members regarding entrepreneurship concepts, business management strategies, and the use of digital technology. Furthermore, the program successfully initiated three new business ventures based on local potential, namely traditional culinary products, waste-based handicrafts, and digital services. The establishment of a youth entrepreneurship team under Karang Taruna further strengthened collective commitment to developing the village’s creative economy. The impacts were not limited to improved skills but also included the growing awareness of the importance of local resource–based economic independence.In conclusion, this program demonstrates that participatory mentoring through Karang Taruna can serve as an effective strategy to strengthen the entrepreneurial spirit of rural youth while promoting local economic independence and sustainability.

Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

Family businesses are a crucial pillar of the economy, contributing significantly to job creation and economic growth. However, the sustainability of family businesses often faces challenges, particularly during the succession process, when the next generation is prepared to take over leadership. The primary issue that arises is how the heir prepares to continue the family business, considering that this process involves not only technical skills but also psychological aspects and social learning. Therefore, this study focuses on the life experiences of a family business heir in developing readiness through social interactions and learning processes within the family environment. This study used a qualitative method with a phenomenological approach. Subjects were selected through purposive sampling, with the criterion of having undergone a business learning process for more than ten years within the family environment. Data collection was conducted through in-depth interviews, allowing researchers to explore the heir's subjective experiences in detail. Data analysis was conducted using the Miles, Huberman, and Saldana model, which includes data reduction, data presentation, and conclusion drawing. The study identified five main themes influencing the heir's readiness. First, the role of the father as the primary mentor in instilling values, work ethic, and business skills. Second, the role of the mother as an emotional supporter and instilling the values ​​of patience and perseverance. Third, the dynamics of the subject's experiences, involving both challenges and successes in the business learning process. Fourth, the process of developing an entrepreneurial mindset, which is formed through early habits. Fifth, the subject's development as a more emotionally, professionally, and socially mature heir. In conclusion, the readiness of a family business heir is formed through a combination of life experiences, social learning within the family, and the role of parents as role models.

Food security is a fundamental aspect of independent and sustainable village development. Kajarharjo Village has abundant natural resource potential, such as cassava and various herbal plants. However, the utilization of this potential is still less than optimal, both in terms of food processing and the implementation of environmentally friendly agriculture. This condition encourages the need for community service activities oriented towards food innovation and strengthening sustainable agriculture. This service activity was carried out using a participatory and applied approach at the Kajarharjo Village Hall. The main target is the village community, especially housewives and farmers. The program is implemented through two main activities, namely: (1) training in making cassava leaf nuggets as a nutritious food, an alternative local product, and a household business opportunity; and (2) training in making organic boosters from natural ingredients as a more environmentally friendly substitute for chemical fertilizers. Implementation methods include counseling, demonstrations, direct practice, and interactive discussions to ensure active community involvement. The results of the activities show an increase in community knowledge and skills. Housewives are able to process cassava leaves into products with nutritional and economic value, while farmers gain skills in mixing organic boosters that can improve soil quality and agricultural yields without relying on chemical fertilizers. The participants' enthusiasm was also evident in their active participation in the practical exercises and their desire to apply the knowledge gained in their daily activities. In conclusion, this activity successfully encouraged the utilization of local potential in Kajarharjo Village through food innovation and organic farming. Empowering the community through cassava leaf processing and organic fertilizer production not only strengthens food security but also opens up business opportunities, maintains environmental health, and supports the development of an independent, healthy, and sustainable village.

This study aims to analyze the development of the creative economy through the utilization of textile waste, particularly patchwork fabric, by leveraging digital platforms. Employing a qualitative approach with a case study method, the research involved creative entrepreneurs who transform patchwork waste into economically valuable products, such as bags, wallets, accessories, and home decorations. Data were collected using in-depth interviews, participatory observation, and document studies, and then analyzed thematically. The findings reveal that patchwork fabric waste can be successfully converted into high-value creative products through innovative designs and diversification strategies. Furthermore, the adoption of digital platforms, including social media and online marketplaces, plays a pivotal role in product promotion, enhancing brand awareness, and expanding market reach beyond local boundaries. This integration not only provides economic benefits, such as increased income for entrepreneurs and the creation of new job opportunities, but also fosters social and environmental impacts, including raising community awareness of sustainable waste management practices. The study emphasizes that the creative transformation of textile waste contributes to circular economy principles, supporting resource efficiency and reducing environmental burden. In conclusion, the integration of creativity, innovation, and digital technology utilization emerges as a sustainable strategy for developing a creative economy based on waste materials. These findings provide insights for entrepreneurs, policymakers, and communities in promoting environmentally friendly business models while simultaneously driving inclusive economic growth.