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Human resource management (HR) in the government sector, especially in the Public Works and Spatial Planning Agency (PUPR) of North Sumatra Province, has a crucial role in determining the effectiveness and efficiency of public services. However, HR management in government agencies still faces various challenges, such as complex bureaucracy, lack of innovation, and employee competency gaps. This study aims to analyze the challenges in HR management and the factors that influence employee performance in order to formulate strategies for optimizing HR management in the government sector. Using qualitative research methods, data were obtained through interviews, document studies, and literature reviews. The results of the study indicate that a rigid personnel system, lack of competency development, and a recruitment and promotion system that is not fully performance-based are the main factors that hinder the effectiveness of employee work. Therefore, reforms are needed in the HR management system, such as improving the recruitment, promotion, and rotation mechanisms of employees, strengthening competency development policies through adaptive training programs, and implementing a performance evaluation system based on objectivity and transparency. With this optimization strategy, it is hoped that employee performance at the PUPR Office of North Sumatra Province can improve, so that public services become more effective and professional.

This study aims to analyze the marketing strategy implemented by the Regional National Crafts Council (DEKRANASDA) in Samosir Regency in developing local craft products and enhancing their competitiveness. This research employs a qualitative approach with data collection techniques through interviews, observation, and documentation. The findings reveal that DEKRANASDA has applied the elements of the marketing mix, including product, price, place, and promotion. However, several significant challenges persist, particularly in terms of limited promotional media and intense market competition. One major obstacle is the insufficient utilization of digital media as a marketing tool, which results in a limited market reach. Furthermore, product innovation needs to be improved to better align with consumer preferences and current market trends. Therefore, this study recommends that DEKRANASDA develop a digital-based marketing strategy, such as utilizing social media, e-commerce platforms, and an official website to enhance promotional reach. Additionally, innovation in design, raw materials, and product variations should be undertaken to attract consumers and compete in a broader market. This research provides important insights into the development of more effective marketing strategies to increase the income and competitiveness of craft products in Samosir Regency.

The advancement of digital technology media has had a significant impact on various aspects of life, including in the economic cycle of the community and the preservation of local culture. One of them is in the utilization of digital technology in the economic sector which is growing rapidly and becoming an effective strategy in increasing village productivity. This study aims to analyze the results of the implementation of the Jangrana Village Festival work program related to how the integration of digital technology can contribute to the empowerment of local communities in the context of developing MSMEs and preserving traditional culture. The method used in this study is a qualitative approach with data collection techniques in the form of interviews, observations, and literature studies. The results of the study show that the application of digital technology, such as the use of Canva in creating MSME promotional instruments, village social media, and the digitalization of traditional cultural content, can strengthen the economic cycle and local cultural identity. In addition, the participation of local communities to be active as MSME activists also encourages economic and social sustainability. Therefore, a collaborative strategy between the government, levels of society, and digital industry players is needed to ensure the success of this program. Through these programs, it is hoped that it can be a learning experience for the present and also the future regularly and sustainably so that it can be useful for the people of Jangrana Village, Kesugihan.

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

The development of e-commerce has transformed companies’ marketing communication strategies, including CV. Rintis Usaha Bersama, which operates in the sales of medical and industrial gas cylinders. Increasing competition has driven the company to optimize its digital communication strategies to enhance sales and maintain its market competitiveness. An effective marketing communication strategy is essential in attracting customers and fostering their loyalty. Therefore, this study aims to analyze the marketing communication strategies of CV. Rintis Usaha Bersama through e-commerce and evaluate their effectiveness in boosting product sales.  This research employs a qualitative method with an in-depth interview approach involving the company’s management. The analysis is conducted using the SOSTAC model, which includes situation, objectives, strategy, tactics, action, and control in digital marketing strategies. The findings indicate that CV. Rintis Usaha Bersama implements the 4P marketing communication mix (product, price, place, promotion) through e-commerce platforms such as Shopee and Tokopedia. The strategies adopted include clear product information dissemination, transparent pricing, promotional discounts, paid advertising, and flash sale campaigns. However, the main challenges faced by the company include intense price competition and an increasing number of competitors in the e-commerce sector. To improve the effectiveness of marketing communication strategies, the company is advised to develop educational content about its products, enhance customer engagement through responsive services, and collaborate with influencers or affiliate marketers to expand its audience reach. Regular evaluations are also necessary to ensure the strategies remain relevant to the dynamic market trends. 

Banners are a simple yet highly effective promotional strategy for MSMEs. With attractive designs and strategic placement, banners can increase business visibility and attract more customers, thus contributing to local economic growth. The installation of banners as a promotional strategy for Micro, Small, and Medium Enterprises (MSMEs) has been proven effective in increasing product visibility and sales. The discussion in this Community Service activity report describes the activities to promote MSMEs that take place in the Sepinggan Baru village. So, to support these activities, visual media is needed that can help optimize the promotion of MSMEs by installing banners. Banners are designed in various sizes that can be attached to MSMEs, so that villagers who have MSMEs can easily place the position of the banners to be installed. KKN students of Sepinggan Baru Village who are banner instructors and help install banners and RT.17 community members are very enthusiastic and grateful for the banners we provide, because it makes it easier for them to promote their businesses. The results of this activity show that the objectives of the activity were carried out well and the residents of RT.17 Village Sepinggan Baru who have MSMEs were very appreciative.

This research was conducted because there are problems regarding the destination image at Stasiun Lambuang Bukittinggi. The aim of this research is to analyze the destination image of Stasiun Lambuang as a culinary tourist attraction in Bukittinggi City. This research uses quantitative descriptive methods, with observation techniques and distributing questionnaires to 130 visitors to Stasiun Lambuang obtained by non-probability sampling techniques, with judgment sampling type. The research instrument was a questionnaire which was analyzed using SPSS 25.00. The results showed that the destination image of Stasiun Lambuang was classified as very good with a respondent achievement level of 87.91%, due to the factors of Quality of Experiences, Tourist Attractions, Environment and Infrastructure, Entertainment and Outdoor Activities, Cultural Traditions, Tourism Resources, Facilities, Supporting Factors, Tourism Environment, Service Quality, Cognitive Image, Unique Image, and Affective Image as forming the positive image, on average are rated well by respondents.With improved facilities, services and a wider promotional strategy, Stasiun Lambuang has the potential to become increasingly developed as a leading culinary tourism destination in Bukittinggi City.

This study discusses the design of a promotional video for Tinctori by implementing marketing 5.0 to enhance the effectiveness of marketing sustainable products. Tinctori is a fashion company that utilizes natural dyes, supporting the concept of sustainable fashion and the Sustainable Development Goals (SDGs). However, its current promotional strategy has not been optimal in capturing the attention of its target audience, particularly the upper-middle-class consumers who are environmentally conscious. The findings indicate that applying cinematography in promotional videos can enhance visual appeal, audience engagement, and understanding of Tinctori’s sustainability values. The designed video showcases the natural dyeing process with artistic, transparent, and emotional visuals, strengthening brand identity and increasing consumer purchase interest. Evaluations from videography experts and the target audience confirm that the video effectively conveys the sustainability message and raises awareness of environmentally friendly fashion.

Advertisements are an effective promotional medium to capture audience attention, especially through engaging visual approaches. One unique advertisement is Pocari Sweat Bintang SMA 2019, which employs 2D anime-style animation as a visual communication strategy. This study aims to analyze how the invitation element in the advertisement is visualized through storyline, scenes, and characters. Using Roland Barthes' semiotics analysis, this research explores the signs within the advertisement at both denotative and connotative levels. The findings reveal that Pocari Sweat effectively invites its audience through visuals that depict enthusiasm, freedom, and togetherness. By utilizing bright colors, movement symbolism, and character interactions, this advertisement successfully delivers a strong invitation message to participate in the Bintang SMA talent competition.

Citations in Google Scholar serve as a crucial indicator for assessing the impact and relevance of a scientific publication. However, many academics and researchers face challenges in increasing the citation count of their work. This article discusses strategies for enhancing citation numbers through effective dissemination. The methods employed include outreach and training programs, publication in reputable journals, optimization of Google Scholar profiles, and the utilization of academic social media platforms such as ResearchGate and Academia.edu. The findings indicate that a better understanding of publication techniques and scholarly promotion contributes to increased citations. Furthermore, research collaboration and active engagement in academic communities have been shown to expand the reach of scientific work. This article asserts that with the right strategies, academics can enhance the visibility of their research and strengthen their scholarly impact.

This study aims to analyze the Public Relations (PR) strategies implemented by Sahid Raya Hotel & Convention Yogyakarta to enhance the competitiveness of the hospitality business. PR strategies play a crucial role in building a positive image, attracting new customers, and retaining customer loyalty. The method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, and document analysis. The results show that PR strategies involving social media, promotional events, and media relations have improved the hotel's visibility and image. Supporting factors include managerial support, strategic partnerships, and technological innovation. However, challenges such as budget constraints and digital literacy remain. This study provides recommendations to strengthen PR strategies, including the development of customer loyalty programs and regular evaluations.

This study aims to describe and analyze: Community Empowerment Strategies in Batu Majang, Long Bagun District, Mahakam Hulu Regency, East Kalimantan and Inhibiting and Supporting Factors Affecting Empowerment in Tourism Village Development. The research is qualitative descriptive analysis The data analysis technique uses a technique developed by McNabb (2002), namely Grouping the data according to key constructs, identifying bases for interpretation, developing generalizations from the data, testing alternative interpretations dan forming and/or refining generalizable theory from case study. The results of the study show that the Community Empowerment Strategy in the Development of Tourism Villages in Batu Majang which is carried out includes: Planning is carried out through community proposals which are then mapped to potential based on ususlan.  Implementation of Community Empowerment in Tourism Village Development by involving all elements of Village Muspides, Tourism Awareness Groups and all communities, Providing guidance to the community in a sustainable manner by collaborating with the tourism office, increasing the productive economy.  Evaluation or Monitoring of Community Empowerment in Tourism Village Development through a village-level musayawarah forum which is delivered in a village deliberative forum every 3 months.  Factors that inhibit community empowerment in the development of Tourism Villages include limited resources, both budget and human resources, traditional community behavior, and limited land. The supporting factors encountered are the support of some people and the existence of promotional media that can support the existence of tourist villages.

Business development, especially in the culinary industry. UMKM Kirantea is one of the businesses in the culinary sector that uses SWOT analysis to develop its business strategy. As part of this research, a SWOT analysis was carried out to determine the position of UMKM Kirantea in the culinary industry and identify strengths, weaknesses, opportunities and threats related to processing and developing its business. Based on the results of the SWOT analysis, UMKM Kirantea can continue to develop, but a combination of SWOT analysis is needed, such as implementing SO strategies, one example of which is expanding cooperation networks and networking with stakeholders (associations, restaurants, hotels) holding event activities in various regions, strategies WO, one example is increasing cooperation and networking with suppliers and partnerships with medium and large scale industries as well as using local or regional events as a promotional tool, ST strategy, one of which is maintaining affordable prices and quality-controlled materials to face competition and WT strategies, such as developing an online marketing platform to remain competitive amidst competition.

Sukasetia Village in Cihaurbeuti District has great potential to develop into a sustainable agrotourism destination. This study focuses on identifying strategic approaches to develop agrotourism in the Sukapulang area by employing a participatory method involving local communities as active stakeholders. The research adopts qualitative methods, including in-depth interviews, participatory observations, and descriptive analysis. Results indicate that agrotourism development can provide significant economic benefits, such as creating alternative income sources and preserving local culture and traditions. Furthermore, it enhances community engagement and promotes sustainable tourism practices aligned with global trends. Despite its potential, challenges remain, including inadequate infrastructure, limited access to information, and insufficient promotional strategies. The study recommends improving infrastructure, enhancing digital promotion, and implementing capacity-building programs to empower local communities. These strategies aim to ensure long-term sustainability and competitiveness for the agrotourism initiative. The findings suggest that with collaborative efforts involving local stakeholders, government, and private sectors, Sukasetia Village can serve as a model for community-based sustainable tourism development in rural areas, contributing positively to the region's economic and social growth.

Business development, especially in the culinary industry. UMKM Kirantea is one of the businesses in the culinary sector that uses SWOT analysis to develop its business strategy. As part of this research, a SWOT analysis was carried out to determine the position of UMKM Kirantea in the culinary industry and identify strengths, weaknesses, opportunities and threats related to processing and developing its business. Based on the results of the SWOT analysis, UMKM Kirantea can continue to develop, but a combination of SWOT analysis is needed, such as implementing SO strategies, one example of which is expanding cooperation networks and networking with stakeholders (associations, restaurants, hotels) holding event activities in various regions, strategies WO, one example is increasing cooperation and networking with suppliers and partnerships with medium and large scale industries as well as using local or regional events as a promotional tool, ST strategy, one of which is maintaining affordable prices and quality-controlled materials to face competition and WT strategies, such as developing an online marketing platform to remain competitive amidst competition.

Rumah Tempe Indonesia (RTI) need a marketing strategy to improve their business continuity. This study analyzes the Sustainable Competitive Advantage formulated with the VRIO model in business model development to formulate a marketing strategy. The data collected by using the in-depth interviews, observations, and several external sources. The results of the analysis indicated that the RTI has a competitive advantage in two aspects, in terms of its human resources and the company ability to survive. The result of competitive ability in this research show there are two marketing strategies that can be implemented by the MSMEs, the use of its social media and collaboration with the promotional services from community leaders and local celebrities to increase the brand awareness of Rumah Tempe Indonesia branch Bandung and also for its products.

The creation of social media profiles for Micro, Small, and Medium Enterprises (MSME) Fresh Milk in Balunganyar Village is an essential strategy for enhancing competitiveness and market reach in the digital era. This MSME relied solely on limited traditional promotion methods; however, by establishing a presence on platforms such as Instagram and Facebook, Fresh Milk has successfully expanded its consumer reach and increased sales. Social media also facilitates direct interaction with customers, thereby enhancing trust and consumer loyalty. Challenges such as limited knowledge of digital marketing strategies and intense competition still need to be addressed. The aim of this research is to improve the social media profile of the fresh milk MSME to attract consumer attention and boost sales. The method used is Asset-Based Community Development (ABCD), focusing on identifying the assets owned by the MSME and empowering the community through training. With guidance from students of UNSURI, the Fresh Milk business owners received training on effective social media management, including branding, content creation, and utilizing customer feedback for product development. In the long term, this program is expected not only to increase sales but also to strengthen brand awareness and inspire other MSME in Balunganyar Village to adopt digital technology in their marketing strategies. The results of the program indicate that social media is a highly effective tool for the development of MSMS today.

The development of information and communication technology has encouraged changes in consumer behavior, especially in online shopping activities through social commerce platforms such as TikTok shop live streaming. So an effective marketing strategy is needed, such as maximizing product visualization and attractive promotional offers to attract consumer attention and increase competitiveness in the digital market. This research aims to analyze the influence of online visual merchandising and flash sales on the impulse buying of TikTok shop live streaming users on the 3Second brand. Design/methodology/approach: The research uses quantitative methods with associative research type with a sample size of 100 respondents selected using a simple random sampling method from the population of followers of the TikTok account @its3second. Instrument quality testing includes validity testing and reliability testing. Data analysis uses descriptive analysis. Meanwhile, for hypothesis testing, multiple linear regression analysis is used. Results: The research results show that the online visual merchandising and flash sale variables have a positive and significant influence on the impulse buying of TikTok shop live streaming users on the 3Second brand with an R-Square value of 0.515. Research limitations/Implications: Research limitations lie in the method of collecting data through online questionnaires which has the potential to be biased and the implications of the research are encouraging increased product displays and flash sale strategies in live streaming marketing to increase interaction and purchases.  

The growth of the coffee shop business in Indonesia has increased very rapidly. The growth of the coffee shop business does not only occur in big cities, but has also penetrated into small cities, one of which is Serang City. The proliferation of coffee shops in Serang City requires business people to implement effective marketing communications to achieve business goals. This research analyzes the marketing communication strategies implemented by three coffee shops in Serang City, namely Kalanoia Coffee, Aish Coffee Serang City, in attracting consumer buying interest. Using a qualitative approach and descriptive method, data was collected through interviews, observation, and documentation, then analyzed with the 7P Marketing Mix concept (Product, Price, Place, Promotion, People, Process, Physical Evidence). The results showed that the three coffee shops carried out marketing communication strategies in attracting consumer buying interest. The strategy is carried out through social media as a promotional medium, providing various promo programs to attract buying interest, and collaboration with influencers to expand market reach. Although each applies a different approach according to their characteristics and target market. All three have their own uniqueness that can differentiate them from competitors.

Cyberspace is now no longer only able to connect people with devices, but also people with other people throughout the world. It is hoped that the existence of MSMEs will be able to stimulate the economy amidst the current economic slowdown. The use of digital technology-based marketing concepts (digital marketing) gives hope for MSMEs to develop into economic powerhouses. MSME players collaborate on promotional media and digital-based distribution media to gain maximum profits. Currently, almost all MSME businesses or even restaurants and fast food businesses use digital marketing-based promotional media and distribution media. This research focuses on discussing the role of digital marketing as a marketing strategy for Micro, Small and Medium Enterprises (MSMEs) through the concept of people’s economic empowerment. This strategy is an adaptation step to be able to survive and transform into superior Micro, Small and Medium Enterprises (MSMEs) in the era of the industrial revolution 4.0.