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This study aims to analyze the use of social media as a means of regenerating Minangkabau traditional music among the younger generation through the role of traditional music content creators. The background of this research stems from the declining interest of young people in traditional music due to the dominance of popular culture and modernization. However, the emergence of content creators who utilize digital platforms such as YouTube, TikTok, and Instagram has opened new opportunities for the preservation of traditional music. This study employs a descriptive qualitative approach with data collected through in-depth interviews, observations, and documentation of several Minangkabau music content creators. The results show that social media plays a crucial role in the regeneration process of traditional music through three main functions: information (promotion), interaction, and motivation. By presenting engaging visuals, combining traditional music with modern elements, and encouraging interactive audience participation, social media effectively attracts young people to learn and appreciate traditional music. In addition, regeneration is the process of inheriting cultural values ​​through efforts to maintain the sustainability of performing arts by adapting the presentation methods and performance spaces to suit the times, so that traditional arts remain acceptable to modern society.

Tourism is a type of business in the service sector. As a business, it requires the formulation of an appropriate marketing strategy to ensure its sustainability. The purpose of this study was to determine the marketing strategy of Mekarbuana Tourism to increase visitor interest. The study was conducted with Mekarbuana Tourism managers, using descriptive qualitative research through a SWOT analysis. The results showed that Mekarbuana Tourism's marketing strategy needs to be developed using a diversification strategy through various programs and policies such as digital promotion, training and mentoring for managers in developing tourism products, and developing educational tourism. Cooperation between institutions is also necessary for the strategy to be implemented effectively. Mekarbuana Tourism managers need a joint commitment with tourism awareness groups, village officials, and the Karawang Regency government to support their efforts to increase visitor interest.

The digital era has significantly impacted various sectors of life, including the development of the Islamic economy. Young people, as the majority of digital technology users, hold a strategic role in accelerating the growth and advancement of Islamic economics. This study aims to analyze the role of youth in driving the transformation of Islamic economics in the digital era, particularly through technological financial innovations (Islamic fintech), Islamic economic literacy, and the utilization of social media as a medium for education and halal product promotion. This research employs a qualitative method with a literature review approach, examining relevant references from journals, books, and recent digital sources. The findings reveal that youth are not only consumers but also innovators, entrepreneurs, and change agents in advancing the Islamic economy. Their involvement in Sharia-based start-ups, halal e-commerce, and the digitalization of zakat, infaq, sadaqah, and waqf (ZISWAF) provides concrete evidence of their contribution. In conclusion, youth serve as the key driver in the acceleration of digital-based Islamic economics, provided that their roles are supported by improved literacy, adequate regulations, and an inclusive digital ecosystem.

This research aims to analyze the partial and simultaneous influence of four independent variables—Ticket Price (X_1), Service Quality (X_2), Customer Trust (X_3), and Promotion (X_4)—on Ship Ticket Purchase Decisions (Y) at PT. PELNI Semarang Branch. Utilizing an associative quantitative method with a sample of 100 passenger respondents (N=100), the data were analyzed using multiple linear regression (SPSS 22.0). The model demonstrated a strong explanatory power, accounting for 55.7% of the variation in purchase decisions (Adjusted\ R^2 = 0.557). The t-test results indicate that all independent variables have a positive and significant influence on Purchase Decisions (all t_{hitung} > 1.9853). The Promotion variable (X_4) showed the strongest individual influence (\beta = 0.282, t=4.777), highlighting the critical nature of effective information dissemination and communication strategies in attracting and guiding mass maritime consumers. Customer Trust (X_3) and Service Quality (X_2) also proved highly significant, affirming the essential role of State-Owned Enterprise (BUMN) integrity and service reliability in mitigating perceived maritime travel risks. Managerial implications suggest PT. PELNI prioritizes enhancing Promotion through digital media and maintaining the fairness of Price setting, which remains a key consideration for this market segment.

This research is inspired by the extraordinary success of the domestic animated film titled Jumbo, which managed to set a new record and trigger a wave of overwhelmingly positive sentiment responses on the Instagram social media platform. Its main focus is to provide a deep qualitative interpretation of audience sentiment data that was previously collected and quantitatively evaluated by Prasetia (2025) from 764 original comments, which were then filtered down to 221 samples. The approach applied involves secondary data analysis by reviewing the frequency of Prasetia's data through the lens of social identity theory and collective efficacy theory. The results of the analysis reveal that the prevalence of positive sentiment at 68.7% does not merely reflect a simple evaluation of the film but also serves as a fundamental expression of shared pride and in-group preference. Expressions of support that emphasize appreciation for the achievement and national pride over the work of local creators act as a tool for strengthening social bonds, reinforcing the national identity linked to achievements in the film sector while also demonstrating the audience's collective belief in the potential of the domestic animation industry (mastery experience). Practically, the recommendation for local film promotion strategies is to highlight narratives about shared accomplishment and national pride to build audience loyalty and continuous interaction in the digital environment.

, it has driven very significant changes to the marketing and sales strategies of various companies in the business sector. One of the influential innovations is the implementation of e-commerce (electronic commerce), which allows the buying and selling transaction process to be carried out online through the internet network. E-commerce is not only a means to sell products, but it also plays an important role in expanding market reach, increasing the effectiveness of promotions, and strengthening the relationship between companies and consumers. This study aims to analyze the application of e-commerce as a strategy to increase product sales at PT Daehsan Indonesia Medan Branch. The research method used is qualitative descriptive with data collection techniques through interviews, observations, and documentation of management and distributors involved in the company's digital marketing activities. In addition, this study also reviews the supporting factors and obstacles that arise during the implementation of e-commerce, so that it can provide a comprehensive picture of the extent to which the use of digital platforms affects the increase in sales volume, the expansion of market reach, and the level of customer satisfaction.

This study aims to analyze the role of digital literacy in enhancing the competitiveness of MSMEs in the era of the digital economy. The research method employed was a survey by distributing questionnaires to 35 UMKM actors in the Jabodetabek area. The findings reveal that the level of digital literacy among UMKM is categorized as good, particularly in aspects of technology access, technical skills, digital communication, and the use of online transaction services. Digital literacy has a positive impact on business performance, including increased revenue, market expansion, operational efficiency, and product competitiveness. However, challenges remain, such as high digital promotion costs, limited knowledge in content management, and uneven internet infrastructure. This study highlights that improving digital literacy is a key factor for UMKM to survive and remain competitive amid the rapid development of the digital economy.

, it has driven very significant changes to the marketing and sales strategies of various companies in the business sector. One of the influential innovations is the implementation of e-commerce (electronic commerce), which allows the buying and selling transaction process to be carried out online through the internet network. E-commerce is not only a means to sell products, but it also plays an important role in expanding market reach, increasing the effectiveness of promotions, and strengthening the relationship between companies and consumers. This study aims to analyze the application of e-commerce as a strategy to increase product sales at PT Daehsan Indonesia Medan Branch. The research method used is qualitative descriptive with data collection techniques through interviews, observations, and documentation of management and distributors involved in the company's digital marketing activities. In addition, this study also reviews the supporting factors and obstacles that arise during the implementation of e-commerce, so that it can provide a comprehensive picture of the extent to which the use of digital platforms affects the increase in sales volume, the expansion of market reach, and the level of customer satisfaction.

This study examines the influence of digital marketing strategies, including Content Marketing, Influencer Marketing, and Community Marketing, on Brand Awareness within the e-sports industry. Alongside the rapid growth of the e-sports sector both globally and in Indonesia, effective digital marketing has become essential for brands to enhance visibility and audience engagement. Employing a quantitative research design, data were collected through an online questionnaire distributed to 200 respondents and analyzed using SmartPLS version 4.1.1.2. The analysis results show that the research model achieved an Adjusted R-Square value of 0.752, indicating that the independent variables were able to explain 75.2% of the variance in Brand Awareness. The findings further reveal that Content Marketing, Influencer Marketing, and Community Marketing all have a significant positive effect on Brand Awareness, underscoring their critical role in shaping consumer perception and engagement. These results highlight the importance of integrated digital marketing strategies in building strong brand recognition, fostering community interaction, and enhancing consumer loyalty in the highly competitive e-sports landscape. By leveraging these strategies, companies can not only strengthen their market position but also create deeper relationships with e-sports fans. This study contributes to the growing body of literature on digital marketing within the creative economy and offers practical insights for marketers seeking to develop targeted and effective promotional strategies in the dynamic e-sports environment.

Salam Pacific Indonesia Lines is a company included in the largest domestic shipping industry in the field of logistics and sea transportation services with a focus on inter-island container transportation in Indonesia using ships. This paper aims to determine how the container utilization strategy in improving logistics efficiency by PT. Salam Pacific Indonesia Lines Medan Branch. The process begins with selecting the right type of container, standardization and consolidation of cargo, integration of digital logistics systems, and optimization of routes and modes of transportation. In compiling this paper, the author applies several methods, including field studies or direct observations in the field, and library studies or literature reviews. The goal is to understand more deeply how PT. Salam Pacific Indonesia Lines Medan branch implements a container utilization strategy to improve efficiency in logistics activities. The obstacles faced in handling this are fleet and vehicle constraints, limited promotion and adjustment of application technology, traffic congestion, and weather and safety factors. In addition, inefficiencies in the distribution process, lack of good cooperation and coordination, and technological limitations are obstacles in optimizing container use. Good coordination can improve the service of goods delivery activities so that they can run smoothly, safely and efficiently.

This study aims to analyze the factors influencing members’ decisions to take murabahah financing at BMT Mentari Umat Wangon. The research employed a quantitative approach with descriptive and verification methods. The population consisted of active members using murabahah financing, selected through purposive sampling. Independent variables included service quality, knowledge of Islamic products, trust, location, promotion, profit margin, and financing procedures, while the dependent variable was the members’ financing decision. Data were analyzed using multiple linear regression after validity, reliability, and classical assumption tests. The results show that service quality, Islamic product knowledge, trust, profit margin, and financing procedures significantly affect members’ decisions, whereas location and promotion have no significant effect. The most dominant factors are service quality and institutional trust. These findings support the Theory of Planned Behavior (TPB), which emphasizes that attitudes, trust, and perceived control are key determinants of financial decision-making. The study implies that BMT should enhance service quality, strengthen financial literacy related to Islamic products, and develop digital-based service systems to improve efficiency and competitiveness.

The development of financial technology (fintech) in the digital era has made it easier for young people, particularly students, to access investment services through applications such as Bibit, Ajaib, Pluang, and Bareksa. The increasing number of young investors has not been fully aligned with the quality of investment decision-making, which is still influenced by low financial literacy, social media promotion, and the availability of financial education features on digital platforms. This study aims to analyze the influence of financial education features and social media promotion on student investment behavior, with financial literacy as a moderating variable. The primary theory used is the Theory of Planned Behavior (Ajzen, 1991), supported by Financial Literacy Theory, Uses and Gratification Theory, and the Technology Acceptance Model. The research method uses a quantitative approach with a population of student users of the Bibit application in Bali. The independent variables in this study include financial education features and social media promotion, while the dependent variable is investment behavior, while financial literacy is positioned as a moderating variable. The results of this study are expected to provide theoretical contributions to the development of management studies, digital marketing, and behavioral finance, as well as practical benefits for investment application developers, educational institutions, and students in fostering rational, intelligent, and sustainable investment behavior in the digital era.

This community service program was carried out with the aim of developing the concept of Javanese cultural art edu-tourism at the Kentingan Art Village Foundation in Surakarta as an academic contribution to realizing the vision of Solo City as an internationally recognized cultural tourism destination. The approach adopted was participatory and collaborative, involving various stakeholders such as foundation managers, local artists, academics, and the surrounding community. Through this program, the service team sought to strengthen managerial skills in art-based tourism management, enrich educational content that highlights Javanese cultural values, and develop digital promotion strategies to expand the reach of visitors. The results of the mentoring activities indicated a significant improvement in the capacity for managing art events and organizing the tourism area at Kentingan Art Village. The edu-tourism package developed successfully integrated elements of education, entertainment, and cultural preservation in a harmonious manner. In addition, the program encouraged growing interest from educational institutions and creative communities seeking to make Kentingan Art Village a site for cultural learning. Overall, this community service initiative made a tangible contribution to strengthening the community-based cultural tourism ecosystem in Solo City and serves as a model for developing sustainable tourism destinations rooted in Javanese local wisdom.

This community service activity aims to improve the competitiveness of Micro, Small and Medium Enterprises (MSMEs) UP2K Unyur Makmur in Unyur Village, Serang City, Banten through the application of digitalisation and product packaging innovation. The main problems faced by partners are limitations in the use of digital technology for marketing and packaging designs that are unattractive and do not reflect the identity of local products. The methods used in this activity include socialisation, training, mentoring, and evaluation of the implementation of digital marketing strategies and packaging design development. The results of this activity show an increase in the ability of MSME actors to use digital media such as marketplaces, social media marketing, and simple graphic design for product promotion. In addition, the packaging innovations introduced were able to increase the aesthetic value and appeal of products in the eyes of consumers. The tangible impact of this activity was an increase in MSME actors' awareness of the importance of digitalisation and packaging innovation in expanding markets and strengthening brand image. This activity is expected to become a model for digital and creative MSME empowerment in the Serang area and its surroundings.

This community service activity was motivated by the still low ability of business owners to maintain financial records and digital promotions. Pak Joko Chicken Slaughterhouse is one of the MSMEs experiencing challenges in financial management due to its manual system and lack of use of digital media for business promotion. The objective of this activity was to improve managerial capacity through Microsoft Excel-based digital bookkeeping training and online marketing training with Google Maps and Instagram. The method used was a participatory approach through three stages of activities: field surveys, training, and evaluation of results. The results of the activity showed an increase in partners' understanding and skills in maintaining more structured and accurate financial records using Excel. Partners also succeeded in creating business profiles on Google Maps and business Instagram accounts used to promote products digitally. The tangible impact of this activity is increased awareness of the importance of financial records and digital promotions, as well as increased business competitiveness. In conclusion, digital bookkeeping and digital marketing training has proven effective in driving the transformation of traditional businesses to modern, technology-based management.

This study aims to analyze the marketing strategy of the Wadiah Savings Product (Hanabung) at KSPPS Hanada Quwais Sembada using a SWOT approach to identify internal strengths, weaknesses, external opportunities, and threats influencing the institution’s marketing performance. The research employs a descriptive quantitative method supported by qualitative data obtained from interviews with five key informants. Data analysis was conducted using the IFE and EFE matrices to evaluate the weight, rating, and score of each strategic factor. The findings indicate that KSPPS Hanada’s major strengths include strong member loyalty, personalized services, and compliance with sharia principles. The main weaknesses are conventional promotional activities, limited marketing human resources, and insufficient digital innovation. Opportunities arise from increasing public awareness of Islamic finance, while threats come from digital financial service competition and low financial literacy levels. With an IFE score of 3.10 and an EFE score of 2.75, the institution is positioned within a growth strategy. The study highlights the need for more innovative and adaptive marketing strategies through digitalization, human resource development, and continuous financial literacy initiatives.

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 analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

Digital transformation in public services is an absolute necessity in the era of the Industrial Revolution 4.0, including in local government personnel management. This research analyses the digital transformation of civil servants’ (ASN) promotion services through the implementation of the Promotion Management System (SIPEKAT) at the Regional Personnel Agency of Sidoarjo Regency. Employing a qualitative approach with data collection techniques through in-depth interviews, participant observation, and documentation study, this research explores the transformation process from a manual to a digital system, the implementation challenges, and its impact on service effectiveness and efficiency. The results indicate that the digital transformation via SIPEKAT successfully increased processing time efficiency by up to 60%, reduced the use of physical documents by up to 85%, and improved the transparency and accountability of the services. However, challenges were found, including a digital competence gap among employees, limitations in technological infrastructure in several Regional Government Work Units, and resistance to change from some stakeholders. The novelty of this research lies in the comprehensive analysis of the digital transformation ecosystem of personnel services, integrating technological, organisational, and user behaviour perspectives, whilst producing an e-government implementation model for personnel services that can be adopted by other local.