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Optimizing human resources (HR) in digital marketing through the synergy between creativity and technology is an important strategy to create effective and innovative marketing campaigns in the digital era. Creativity plays a crucial role in producing engaging and relevant content, which is able to build an emotional connection with consumers as well as strengthen the brand identity. Meanwhile, technology allows for personalization, data-driven analysis, and efficiency in the implementation of marketing strategies. This study examines how the combination of human resource creativity and the use of digital technology can create a competitive advantage for companies. The results of the study show that companies that successfully integrate these two elements can increase consumer engagement, customer loyalty, as well as the effectiveness of marketing campaigns. From a conceptual perspective, this approach is changing the way companies view innovation and cross-functional collaboration within organizations, which in turn improves responsiveness and adaptability to market changes. The practical implications of this research are the importance of investing in the development of creative and skilled human resources in technology, to create a sustainable digital marketing strategy and be able to compete in an increasingly competitive global market.

This community service aims to improve the entrepreneurial competence of the Mekar Jaya Village community, Cilamaya Kulon District, Karawang Regency, through training and mentoring for local potential-based businesses. A qualitative approach was used in this activity by involving observation, interviews, and focus group discussions (FGD) with the community and micro-business actors. The program implementation includes three stages: preparation, training, and mentoring. The results of the activity show that the community has great potential in developing local products, but faces obstacles such as lack of knowledge of business management, digital marketing, and product innovation. Through entrepreneurship training, there was an increase in participants' understanding in managing a business, especially in terms of financial planning and marketing strategies. Business mentoring helped participants apply the knowledge they had gained, which was seen from the increase in product quality and market access. The findings also revealed that the success of the activity was greatly influenced by the enthusiasm of the participants and the active involvement of the facilitators. This activity has a positive impact on increasing public awareness of the importance of entrepreneurship as an effort to improve economic welfare. This program is expected to be a model of sustainability that can be applied in other villages by adjusting to their respective local needs and potentials.

The business world has undergone a major transformation as a result of the digital era, and this is also true for Indonesian MSMEs. While MSMEs play an important role in the economy, many of them still struggle to adjust to the rapid changes brought about by digital technology. MSMEs must be able to adapt to the increasingly fierce business competition to meet evolving consumer expectations. To stay relevant and compete in a dynamic market, MSMEs must quickly go digital as digitalization increases consumer expectations of service quality and shopping experience. The aim is to provide a Strategy for Improving Product and Service Quality in facing the challenges of digitalization. The method used has three stages, namely preparation, implementation and evaluation. Service activities provide implementation around strengthening digital marketing, product innovation, improving product quality, developing human resources, and opening collaborations with other parties that allow MSMEs to face challenges in this digitalization era. The results obtained are products that are easily accessible, innovative, and of high quality, and can adjust quickly to advances in digital technology.

In the ever-evolving era of digital marketing, the diffusion of innovation and the phenomenon of Fear of Missing Out (FoMO) become two interrelated elements, creating a dynamic and highly competitive marketing strategy. Diffusion of innovation, as a concept that describes the spread of new ideas or technologies in society, is a strategic key for companies that want to win the hearts of consumers.  FoMO, on the other hand, is an emotional force that can be utilized as a digital marketing strategy. The fear of missing out on the latest trends or opportunities drives consumers to be more responsive to ongoing innovations. This is where the combination of innovation diffusion and FoMO creates a unique opportunity for companies.  This research was conducted through a literature review study derived from 20 published journals/articles. Literature search through Google Scholar, Repect.Org, Knowledge Map, Mendeley, Schi Hub and Science Direct. The keywords used were "Fear of Missing Out" and "Diffusion of Innovation".  By understanding the interplay between innovation diffusion and FoMO, companies can design digital marketing strategies that not only accelerate the adoption of new products or services, but also build communities, creating a sense of uniqueness and exclusivity that can be a powerful driver to ensure the successful launch of innovations in the fast-paced digital marketplace.

This discusses the business feasibility study of Mie Gacoan based on technical and operational aspects. Mie Gacoan, as one of the main players in the Indonesian culinary industry, faces the challenge of fierce competition. By offering innovations in products and services, as well as effective marketing strategies, Mie Gacoan has managed to attract the attention of customers. This study uses a qualitative approach to analyze various aspects, including planning, production control, and product design. The results of the study show that menu innovation and good customer service are the keys to Mie Gacoan's success in achieving sustainable growth.  

Saringembat Village has a variety of local products with significant potential; however, the marketing and management of these products remain limited. This program aims to assist MSME actors in leveraging digital technology to develop products, expand markets, and enhance competitiveness. Through training and mentoring, participants were taught product innovation, packaging design, logo creation, and the application of digital marketing through platforms such as social media and marketplaces. The results of this activity indicate that the utilization of digitalization can increase market reach and product sales volume, although challenges related to digital literacy and resource limitations still need to be addressed. This research highlights the importance of utilizing digital technology to empower MSMEs and sustainably improve the village economy.

The UMKM training in Sepulu Village, Bangkalan aims to enhance entrepreneurs' abilities to tackle marketing challenges in the digital era. Challenges such as low digital literacy, limited access to technology, and underutilization of digital platforms are major obstacles for UMKM. This study adopts a participatory, need-based approach, encompassing needs analysis, program design, implementation, and post-training evaluation. The training materials cover digital marketing introduction, strategies for using social media and e-commerce, and creative content creation. The results show improved participants' understanding of digital marketing and their ability to leverage technology to expand markets and boost sales. This training is expected to drive UMKM growth, foster relevant marketing innovations, and positively impact the local economy.

This study aims to analyze the effectiveness of marketing strategies and services at Sahid Raya Hotel Yogyakarta in improving customer satisfaction and competitiveness in the hospitality industry. The research employs a qualitative descriptive method, with data collected through observation, interviews, and documentation. The findings indicate that digital marketing, such as social media and promotions on online platforms, significantly contributed to a 20% increase in occupancy rates within one year. Additionally, high service quality, including responsive service and staff friendliness, directly impacts customer loyalty. The main challenges identified include maintaining service quality amidst rising occupancy and intense competition. The study concludes that a combination of digital marketing strategies and effective service management is key to the hotel's success. Recommendations include strengthening customer loyalty programs, staff training, and continuous innovation to meet the demands of a dynamic market.

Micro, Small and Medium Enterprises (MSMEs) are an important sector in the Indonesian economy. However, many MSMEs face obstacles in accessing digital technology to improve competitiveness and innovation. With the development of the Smart City concept, which integrates technology to improve quality of life and access to public services, MSMEs in areas that adopt it have the opportunity to utilise digital technology. Madiun City, as part of the Smart City initiative, has great potential in developing an inclusive digital ecosystem for MSMEs. This research aims to formulate an effective website development model for MSMEs in Madiun City, to support product innovation and marketing and improve competitiveness in the digital market. The analysis shows that website development can improve MSME competitiveness and innovation, with benefits such as wider market access and integration with digital marketing technology. However, the main challenges faced are limited digital knowledge, development costs, and security threats. Therefore, support from the government and related institutions is needed to provide training and resources for sustainable website management.

Indonesian language and creative economy play a significant role in the development of local cultural products in Lampung, which include various cultural elements such as tapis cloth, culinary specialties of seruit, and traditional martial arts. This study uses a qualitative method with an ethnographic approach to explore Lampung's local culture and how this culture can be promoted through the creative economy sector. Data were obtained through a review of relevant, credible, and up-to-date literature. The results of the study indicate that Indonesian language plays an important role as a means of communication, education, and promotion to support the development of local culture. Meanwhile, the creative economy provides encouragement for product innovation, community empowerment, marketing, and distribution of Lampung's cultural products in the global market. Lampung, as a province with rich cultural diversity, has a great opportunity to increase its competitiveness and economic value through strategic collaboration between the effective use of Indonesian language and strengthening the creative economy. However, challenges such as the influence of globalization and the lack of public awareness of preserving local culture need to be overcome. The method used in this study is a qualitative method with an ethnographic study approach and the objects studied include Lampung's local culture, such as Tapis cloth, dance, and culinary specialties of Lampung, one of which is seruit.  

Digital technology is beneficial in running a business in production, marketing, and finance. However, not all business actors have used digital technology and the digital economy to help run their businesses, especially micro and small business actors. This study aims to investigate the role of digital technology literacy and the digital economy in encouraging the interest of micro and small business actors to use digital technology that will drive the sustainability of their businesses. The survey was conducted on 162 micro and small business actors in Banten province. This study uses the technology acceptance model (TAM) theoretical framework. In this research, data analysis using SEM-PLS. The study results show that digital technology and economic literacy significantly affect perceived Ease of use and usefulness. Digital technology literacy has an effect on business sustainability, but digital economic literacy has no effect. Perceived Ease of use and perceived usefulness significantly affect the intention to use. Intention to use has a significant effect on business sustainability. This research also strengthens the role of TAM as a mediating variable for business sustainability variables. This research provides scientific insights in the field of digital technology and business sustainability, as well as provides practical insights for business actors and the government.

This research is motivated by the low number of sales of typical food products in Dua Koto District, which is caused by the lack of promotion and innovation of products. The purpose of this research is to analyse the right strategy to increase product sales in the future. This research uses descriptive qualitative method with data collection techniques through observation, interviews, and SWOT analysis. The results showed that the most effective strategy is the ST strategy, which utilises existing strengths to overcome various threats that arise. This strategy includes increasing promotions, product innovation, and improving service quality to make products more competitive in the market. With the implementation of this strategy, it is expected that managers and sellers of typical food products can be more active in promoting their products, both through social media and direct marketing. In addition, innovations in packaging and product variations also need to be considered in order to attract more consumers. If this strategy is implemented optimally, it is expected that the number of sales of typical food products in Kecamatan Dua Koto will increase significantly in the future.

The restaurant business continues to grow, but few business actors understand how to seize business opportunities to increase competitiveness. This study aims to analyze the application of the Canvas Business Model (BMC) in the culinary industry, with a focus on the fast food business in the city of Surakarta. BMC is used to evaluate nine key elements: value proposition, customer segments, distribution channels, customer relationships, key resources, key activities, key partnerships, cost structure, and revenue streams. The method used in this study is a qualitative descriptive approach, with data collection through surveys, interviews, and observations. The results of the study show that the implementation of BMC can increase the effectiveness of business strategies, especially in terms of product innovation, improved customer experience, and optimization of digital marketing and partnership networks. In addition, a SWOT analysis is conducted to identify the strengths, weaknesses, opportunities, and threats of the culinary business, which is then used as a basis in designing a growth strategy. The main findings of this study propose new business models that are more adaptive and sustainable, including product diversification strategies, the use of digital technology, and strengthening partnerships with suppliers and food delivery service platforms. This research is expected to be a reference for culinary entrepreneurs in developing more competitive and sustainable business strategies in the digital era.

In the rapidly developing digital era, technology provides opportunities and challenges for society, especially in the economic and business sectors. This study aims to review digital marketing strategies that can help the development of Micro, Small, and Medium Enterprises (MSMEs). Using qualitative research methods and literature studies, this study found that digital marketing allows MSMEs to expand market share, attract customers, and build closer relationships with consumers. Digital marketing also provides the competitive advantage and innovation needed in this era. However, MSME actors still face obstacles in understanding technology, budget, and adaptation to digital transformation. Therefore, it is important for MSMEs to conduct an in-depth analysis of business needs and challenges, and evaluate the performance of digitalization strategies to ensure business sustainability and growth.

To be able to excel in business competition in the culinary industry, MSME managers need to carry out good sustainable innovation. The aim of this research is to assist and improve the rodokar business. Research methods that can help business actors in  designing a strategic plan is to use the Business Model Canvas. Data collection to carry out analysis on the Business Model Canvas was carried out by observation and interviews manager. Digitalization support activities marketing will be carried out in three stages: education, mentoring, and sustainability assessment. Training will given to increase partners' knowledge and understanding of various digital marketing platforms. The results of this activity are expected to expand partners' knowledge and understanding in the field of digitalization marketing. Mentoring activities are carried out to ensure partners are able to apply technology and training provided. In the end, the outcome that the partners want to achieve as business actors is an increase in partner economies of scale.

The rapid advancement of digital technology has unlocked new opportunities in marketing, especially through social media platforms like TikTok. This study explores the synergy between viral marketing, gimmick marketing, and influencer marketing in driving the transformation of customer behavior from passive consumers to active participants within the digital marketing ecosystem. A quantitative approach was employed, collecting data from 200 respondents actively involved in digital marketing on TikTok as resellers, dropshippers, affiliates, and co-creators. Using the Partial Least Squares method for analysis, the findings reveal that viral marketing significantly influences the transformation of customer behavior. Similarly, gimmick marketing demonstrates a direct and significant impact on this transformation. Moreover, influencer marketing serves as a mediator, amplifying the effects of both viral and gimmick marketing on transformation of customer behavior. This behavioral shift is evident in the transition of consumers from passive roles to active contributors, taking on positions such as resellers, dropshippers, affiliates, and co-creators. At the same time, sellers are evolving from traditional marketing practices to utilizing e-commerce, social media, and live streaming to reach wider audiences. By actively engaging consumers, sellers foster a collaborative ecosystem where consumers play a pivotal role in expanding the marketing framework. To sustain long-term consumer engagement in this digital marketing ecosystem, it is essential to prioritize the selection of credible and relevant influencers while providing continuous education and support for resellers, dropshippers, and affiliates. This research strengthens the theory of planned behavior and the diffusion of innovations theory, offering fresh insights into designing marketing campaigns based on the 4Ps of digital marketing (Platform, Page, Program, and Posting) to address the needs of the digital era.

Micro, Small, and Medium Enterprises (MSMEs) play an important role in encouraging economic equity in Indonesia by encouraging economic growth, encouraging innovation and creativity, and reducing unemployment. Among the various MSME sectors, the culinary business stands out because it is very promising due to the universal food needs. One of the culinary businesses, Roti Bakar Bahagia, located in Medang Lestari, Tangerang Regency, shows significant growth potential but faces challenges in optimizing digital marketing and payment systems. To overcome these challenges, community service activities are carried out to increase the digital presence and digital payment infrastructure of the business. The assistance provided includes designing and making logos, designing and recreating menu lists, creating Google Maps lists, and integrating digital payment systems through QRIS. These efforts proved to be very beneficial, equipping Roti Bakar Bahagia to increase its competitiveness and sustain growth in the dynamic culinary market.

This study discusses the urgency of green marketing strategies and practices due to changes in consumer behavior trends. Currently, environmental sustainability issues are a major concern for society, not interacting in their product and service consumption activities. This study was conducted using a qualitative method, namely a literature review. Of the 15 article titles described, most of them show that the implementation of environmentally friendly marketing strategies brings positive benefits to businesses. Specifically, what is studied in this study is its influence on environmentally friendly purchasing decisions, customer loyalty and brand image enhancement. These findings can be practical recommendations for business actors and marketing practitioners to develop various environmentally friendly product and service innovations and carry out innovative green marketing practices in the future. So that they are able to gain benefits in the form of increased sales, customer loyalty and positive brand image as well as contributions to environmental sustainability or desires.

The spice tea business, as part of the traditional beverage sector, has great potential to be developed as a pioneering entrepreneurship amidst increasing public awareness of a healthy lifestyle and consumption of natural-based products. Opportunities and challenges faced in developing this spice tea business as a form of entrepreneurial innovation based on local traditions. The main opportunities for developing the spice tea business lie in the diversity of spices in Indonesia, market trends that support organic and herbal products, and the potential for export to the global market. In addition, the sustainability of this business can also be improved through flavor innovation, modern packaging, and digital marketing strategies. However, the main challenges faced include limited capital, fluctuations in raw material prices, competition with modern beverage products, and low digital literacy among business actors.  

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.