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This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.

This study investigates the influence of the marketing mix (product, price, promotion, and place) on purchase decisions for automotive products at PT. XYZ Sidoarjo. Using a quantitative approach, data were collected from 150 consumers who had purchased vehicles, spare parts, or services within the last six months. A structured questionnaire measured the four marketing mix elements and purchase decision using a 5-point Likert scale. Multiple linear regression analysis was applied to test the partial and simultaneous effects of the independent variables on the dependent variable. The results indicate that all four elements significantly and positively affect purchase decisions, with price emerging as the most dominant factor. The model’s Adjusted R² value of 0.915 shows that the marketing mix variables explain 91.5% of the variation in purchase decisions. These findings reinforce the relevance of the 4P framework in the automotive sector and highlight the need for integrated marketing strategies. Practically, the study suggests that PT. XYZ Sidoarjo should focus on maintaining competitive pricing, enhancing product quality and innovation, optimizing promotional activities—especially digital marketing—and strengthening distribution channels to sustain competitiveness in a dynamic market. In addition to these findings, the study provides insight into consumer behavior within the automotive industry, particularly in a highly competitive market like Sidoarjo. Consumers are increasingly sensitive to pricing structures, especially given the economic pressures and the availability of alternative brands. Price sensitivity, therefore, should be a focal point in shaping future marketing strategies. Companies need to conduct regular market analysis to ensure their pricing aligns with customer expectations and perceived value.

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

This study aims to analyze the business development strategy of Depot Kusen Rahmat by reviewing four main aspects, namely production, human resources (HR), finance, and marketing. The analytical approach used in this study is SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix). Primary data was obtained through a survey of 16 respondents who are active consumers of Depot Kusen Rahmat. The results of the SWOT analysis identified that the company has four strengths, four weaknesses, four opportunities, and four threats. The most dominant internal strength is efficient and neat products, with the highest weighted score of 0.509, which indicates that the quality of production results is the main competitive advantage. On the other hand, the main weakness found is the absence of a product catalog, with a score of 0.158, which indicates a lack of visual information media as a means of product promotion and communication to consumers. From external factors, the biggest opportunity is the increasing consumer interest in custom products, with a score of 0.479, which indicates a positive trend towards product personalization. The most significant threat is the rapidly changing design trends, with a score of 0.186, which requires the company to be more adaptive to changing market tastes. Based on the results of the SWOT matrix analysis, the company's position is in Quadrant I with an IFAS value of 1.368 and EFAS of 1.206, which indicates that the company is in a position to support an aggressive growth strategy. The QSPM results recommend prioritizing strategies in the form of emphasizing quality and balanced prices, followed by improving customer service and developing high-quality custom products as strategic steps to win market competition and increase business competitiveness sustainably.

Tofu is one of the most widely consumed foodstuffs in Indonesia, enjoyed by nearly all social groups due to its affordability, nutritional value, and availability. As a processed product derived from soybeans, tofu has been an integral part of Indonesian diets for generations, with its consumption evenly distributed across regions. This study focuses on analyzing tofu consumption patterns in the Tenggarong sub-district, Kutai Kartanegara Regency, while specifically examining the influence of tofu and tempeh prices on tofu demand. Tempeh is included in the analysis as a comparative product due to its similarity in raw materials and market segment. The research employs a quantitative approach using multiple linear regression to determine the effect of the independent variables—price of tofu (X1) and price of tempeh (X2)—on the dependent variable, tofu demand (Y). Data were collected from relevant local sources through market surveys and secondary data records. The results indicate that both X1 and X2 have a measurable influence on Y, as reflected in the regression equation: Y = -50,178.37 + 20.48X1 + 2,488.09X2. The positive coefficient for tofu price suggests that, contrary to typical demand theory, an increase in tofu price in this specific market segment is associated with higher demand, which may indicate the influence of perceived quality or brand loyalty. Similarly, the positive coefficient for tempeh price implies that as tempeh becomes more expensive, consumers may substitute it with tofu, thereby increasing tofu demand. These findings highlight unique consumer behavior patterns in Tenggarong that may be influenced by cultural preferences, income stability, and market conditions. The study concludes that price dynamics between tofu and its substitute product, tempeh, play a significant role in shaping tofu consumption.

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences.   

This study aims to examine the influence of price, promotion, and product quality on the repurchase intention of Kopi Kenangan products among students of the Faculty of Social and Political Sciences, Mulawarman University. The research focuses on how effective marketing strategies can foster customer loyalty toward local coffee brands. The theoretical framework is based on the marketing mix, consumer decision-making processes, and indicators of customer loyalty. The study employs a quantitative research method, with data collected through questionnaires distributed to 100 respondents. The respondents were selected using purposive sampling, based on specific criteria determined by the researcher to ensure they could provide relevant information aligned with the research objectives. Data analysis was conducted using multiple linear regression with SPSS version 26. The findings indicate that price, promotion, and product quality each have a positive and significant effect on repurchase intention. Among these factors, product quality exerts the strongest influence, followed by promotion, and finally, price. These results suggest that enhancing product quality, implementing effective promotional strategies, and maintaining reasonable pricing can significantly increase customers’ likelihood of making repeat purchases. Based on the results, this study recommends that Kopi Kenangan continue to prioritize maintaining high and consistent product quality, as it plays a crucial role in shaping repurchase intentions. Additionally, promotional efforts should be continuously optimized to attract and retain customers in an increasingly competitive coffee market. Pricing strategies should also be monitored to remain competitive while ensuring profitability. Overall, the study concludes that product quality, supported by strategic promotions and competitive pricing, is essential for building and sustaining customer loyalty. By focusing on these factors, Kopi Kenangan can strengthen its market position and foster long-term relationships with its customers

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

This study aims to determine the effect of promotion, price, and brand image on consumer purchasing decisions in the Cap Fajar Chips Home Industry. The study uses a quantitative approach with a survey method. The study population is consumers who have made purchases at the store, with a total of 150 respondents selected as a sample. The data collection method is carried out through distributing questionnaires, then the data is analyzed using multiple linear regression techniques to test the effect of each independent variable, both partially and simultaneously, on purchasing decisions. The results of the analysis show that the promotion variable (X1) does not have a partial significant effect on purchasing decisions, as evidenced by a significance value of 0.502 (> 0.05). This indicates that the intensity or form of promotion carried out is not enough to directly influence consumer purchasing decisions. In contrast to promotions, the price variable (X2) is proven to have a positive and significant effect on purchasing decisions. A significance value of 0.000 (< 0.05) indicates that competitive and affordable pricing is an important factor that encourages consumers to choose Cap Fajar chips products. Similarly, the brand image variable (X3) has a partial significant influence on purchasing decisions, with a significance value of 0.013 (<0.05). This indicates that consumers' positive perceptions of brand reputation and quality can strengthen the desire to purchase. Simultaneously, the three variables—promotion, price, and brand image—have a significant influence on consumer purchasing decisions. This finding is evidenced by a significance value of 0.001 (<0.05). Based on the results of the study, it can be concluded that price and brand image are the dominant elements that determine purchasing decisions for Cap Fajar chips, while promotions require a more effective strategy to provide a real impact.

This study aims to analyze the influence of product quality, price, and product innovation on purchasing decisions for Viva lipstick, with brand image as a mediating variable, among female university students in Semarang. The research employed a quantitative approach with a survey method, using purposive sampling of 100 female students who use Viva lipstick. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) to examine both direct and indirect relationships among the variables. The results reveal that product quality has a positive and significant effect on both purchasing decisions and brand image. This indicates that consumers’ perceptions of Viva lipstick’s quality—such as color durability, texture smoothness, and comfort in use—play an important role in shaping a positive brand image and encouraging purchasing decisions. In contrast, price and product innovation were found to have no significant effect on either purchasing decisions or brand image, suggesting that the current pricing strategy and product innovation efforts have not yet become the main attraction for consumers. Brand image was found to have a positive and significant effect on purchasing decisions and to mediate the influence of product quality on purchasing decisions. This mediation is partial, meaning that product quality influences purchasing decisions not only directly but also indirectly through the enhancement of brand image. The practical implications of this study emphasize the importance for Viva Cosmetics to continuously improve product quality, including formulation and packaging, while strengthening brand communication strategies to ensure consistent positive consumer perceptions. Furthermore, the company should reassess its pricing and product innovation strategies to remain competitive in the dynamic cosmetics market. By focusing on product quality and brand image, Viva is expected to increase consumer appeal and loyalty, particularly within the university student market segment.

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.

Based on the financial performance analysis of PT. Gudang Garam Tbk (GGRM) during the 2020–2023 period, the company faced significant challenges that impacted its financial condition. One of the main factors affecting the company's performance is the increase in tobacco excise duties, which has affected the cost structure and selling prices of its cigarette products. Additionally, the increasing regulatory pressure and changes in consumer behavior have posed unavoidable challenges. The decline in profitability and liquidity ratios, such as Return on Assets (ROA) and Current Ratio (CR), indicates the negative impact of these external conditions on the company’s ability to generate profit and meet short-term obligations. This decline suggests that the company is struggling to balance income and operational costs. The fluctuating solvency ratio also raises concern. Although the company manages to maintain a balance between debt and equity, these fluctuations show challenges in managing long-term assets and liabilities. Dependence on debt and rising operational costs pose risks to the company's financial stability. These fluctuations affect the company's ability to maintain liquidity and solvency in an increasingly competitive market. Trend analysis from the financial statements indicates that the company needs to strengthen its adaptation strategies and risk management to face the growing market challenges. GGRM must focus on product innovation and marketing strategies that can attract new customers while retaining existing ones. Furthermore, the company must adapt to changing regulations and evolving consumer trends. The results of this study provide important insights for stakeholders regarding the financial condition of the tobacco industry. In this challenging situation, GGRM must continue to develop more adaptive strategies to survive and thrive amidst the dynamic market and increasingly stringent regulations.

The war between India and Pakistan has had a devastating impact on the economies of both the countries directly involved and those indirectly affected. The economic impacts of this armed conflict include significant infrastructure damage, reduced production capacity, soaring inflation, rising unemployment, and reduced investment flows. This geopolitical instability has also fueled uncertainty in global financial markets, triggering a "flight to safety" phenomenon, a shift in capital and investment to countries or instruments perceived as safer, such as US government bonds or gold. For Indonesia, this situation has the potential to significantly disrupt national economic stability. One impact is a reduction in foreign direct investment (FDI) inflows, as investors tend to hold back or relocate their investments to more geopolitically stable countries. Furthermore, pressure on the rupiah exchange rate could increase due to global financial market volatility and a decline in international investor confidence. The conflict could also hamper Indonesia's export traffic, particularly to countries with close trade ties with India and Pakistan. Furthermore, these tensions could disrupt global supply chains, particularly for energy and food commodities, many of which pass through strategic trade routes. If the conflict drags on, the price of crude oil and other raw materials could potentially rise sharply, which in turn would increase domestic production costs. This would have a direct impact on inflation and public purchasing power. This situation further complicates the management of Indonesia's monetary and fiscal policies, which currently face significant challenges, such as the imminent maturities of large government debt and a still-widening state budget deficit. The government must take strategic steps to maintain domestic economic stability, strengthen foreign exchange reserves, and encourage export market diversification to reduce over-reliance on conflict-prone countries.

This study aims to analyze the potential utilization of empty space on the second floor of the domestic terminal of Zainuddin Abdul Madjid International Airport (ZAM) Lombok to increase revenue from the non-aeronautical sector. The background of this study is based on the importance of optimizing airport assets to support long-term financial sustainability. This is crucial considering that the aeronautical sector is highly dependent on fluctuating flight traffic. Therefore, the development of the non-aerospace sector is a strategic alternative that needs to be seriously addressed. The research method used is descriptive qualitative, with data collection techniques through direct observation on site, interviews with airport management, and documentation studies. The results of the observation indicate that there is an empty space on the second floor of the terminal, specifically between the waiting room and a row of commercial tenants, which has not been optimally utilized. This area is considered to have a strategic position and quite high passenger traffic, so it has the potential to be developed into a new commercial facility. One of the proposed developments is a photobox service business unit with a local Lombok cultural theme. This concept is considered interesting because it combines digital technology with elements of cultural tourism promotion, in line with the trend of tourist needs for documentation and unique experiences. A feasibility analysis was conducted using the Business Model Canvas approach and the 7P marketing strategy (product, price, place, promotion, people, process, and physical evidence). The results showed that this idea is feasible from both an operational and marketing perspective. The study concluded that developing a photo booth business in an empty airport area has the potential to become a new, stable, efficient, and market-relevant source of revenue. Recommendations are given to airport management to immediately realize the utilization of this area to support the airport's role as a regional economic and tourism hub.

This study discusses the strategy of expanding the local Micro, Small, and Medium Enterprises (MSMEs) market through the development of Tourism Villages as a solution to limited market access and low competitiveness of MSME actors. MSMEs in Indonesia often face obstacles in aspects of the marketing mix such as venues, prices, products, and promotions. Through a qualitative approach, this study analyzes the direct impact of Tourism Villages on increasing market access, product innovation, and the role of innovation diffusion in encouraging technology adoption by MSME actors. The results of the study show that Tourism Villages such as Pujon Kidul, Taman Sari, and Sokobanah Daya are able to become a catalyst for the local economy by attracting tourists as potential consumers, reducing operational costs, and creating an innovation ecosystem that supports the growth of MSMEs. BUMDes (Village-Owned Enterprises) play an important role in digital promotion, product packaging development, and strengthening the capacity of local business actors through training and mentoring programs. Moreover, Tourism Villages encourage collaboration between stakeholders such as village governments, educational institutions, and private sectors in building sustainable local entrepreneurship. They also facilitate knowledge sharing and cultural preservation while integrating economic, social, and environmental values. Although there are still challenges such as lack of managerial skills, limited access to capital, and dependence on tourism seasons, the potential for long-term impact remains high. This study concludes that the integration of Tourism Village development with MSME strengthening strategies can be a model for inclusive and sustainable village economic empowerment. These findings provide practical recommendations for village governments, BUMDes managers, and MSME actors in building effective synergies that accelerate local economic growth and resilience.

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.

The agricultural sector has a vital role in meeting national food needs, improving community welfare, and strengthening regional food security. However, the sector still faces various challenges, including land limitations, climate change, price fluctuations, and low production cost efficiency. Therefore, innovation is needed through the application of digital technology that is able to increase the productivity and sustainability of farming businesses. One of the solutions offered is the use of Artificial Intelligence of Things (AIoT), which is the integration of artificial intelligence (AI) with the Internet of Things (IoT) that allows agricultural systems to run more intelligently, efficiently, and scalably. This community service activity was carried out with the Satria Tani Hanggawana Farmers Group located in Kalisapu Village, Slawi District, Tegal Regency, with the main focus on premium melon cultivation. The method of the activity included material presentations on the concept of smart farming, the introduction of IoT-based sensor devices for monitoring temperature, humidity, and plant nutrition, field practices in greenhouses, simulations of the use of AI-based applications for crop prediction, and interactive discussions. In addition, material was also provided on simple agribusiness management, financial recording, and crop marketing strategies so that farmers are able to manage their businesses more professionally. The results of the activity showed a significant increase in participants' knowledge related to the application of AIoT in modern agriculture. Farmers not only understand the benefits of technology, but are also able to practice using tools and applications directly. The enthusiasm of the participants was reflected in their active involvement in discussions, willingness to try new technologies, and awareness of the importance of innovation to face agricultural challenges in the digital era.