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The Nganjuk Regency Government shows a commitment to strengthen the capacity of MSME actors through activities such as digital training. However, the challenges of digital transformation demand a more adaptive strategy. The omah away program is present as a regional innovation in accelerating the digitalization of MSMEs, in line with the national vision towards the smart economy and digital transformation targets announced in the RPJMN. Based on the theory of Dynamic Governance with 3 variables such as Thinking Ahead, Thinking Again, and Thinking Across, this omah away program offers digital training, business legality facilitation, and marketing through digital platforms. This study highlights how the away house becomes an integrative model that not only provides technical training, but also builds a collaborative ecosystem between the government, business actors, the private sector, communities, education and society. Despite the impact on increasing the participation of digital MSMEs and reducing the unemployment rate, obstacles such as low business legality and online marketing effectiveness are still found. Therefore, critical reflection and cross-actor collaboration are key to the sustainability of the program. These findings strengthen the relevance of Dynamic Governance theory in the context of local-based digital transformation, as well as support efforts to achieve smart economy in areas with growing potential such as Nganjuk Regency.

Advances in digital technology have brought significant changes in the way local brands build their brand image and positioning in the market. Social media is one of the main platforms used in marketing communication strategies because of its ability to reach a wide and interactive audience. This research aims to analyze the marketing communication strategy implemented by Daclen, a local fashion brand from Bandung, in shaping sales positioning through the Instagram account @Daclen.id and its official website. The research method used was qualitative descriptive with data collection through in-depth interviews, observations, and documentation. The analysis was carried out using the Circular Method of SOME (Share, Optimize, Manage, Engage) approach which emphasizes the connection between content sharing, message optimization, communication channel management, and active engagement with consumers. The results show that Daclen has succeeded in developing a simple, yet consistent and targeted digital communication strategy. Instagram is used as the primary medium to strengthen the visual power of brands, through uploading high-quality product photos, promotional videos, and active interaction with audiences. Meanwhile, Daclen's official website functions as a credibility center that provides complete information about products, prices, and after-sales service. The combination of the two creates a well-rounded consumer experience and supports an exclusive perception of the brand. Each stage in the SOME model is executed optimally. The Share stage includes the distribution of creative content with a consistent upload schedule. Optimize is done by adjusting messages according to trends and audience responses. Manage focuses on account management and interaction monitoring, while Engage focuses on building emotional connections through quick responses and interactive content. The implications of this study show that the SOME-model-based digital communication approach can help local brands such as Daclen strengthen their positioning, build an exclusive image, and create long-term relationships with consumers amid increasingly fierce competition in the digital fashion industry.

Sharia economy has emerged as one of the fields that offers significant opportunities to support economic growth at the national level. In this structure, Micro, Small, and Medium Enterprises (MSMEs) have a key role as the driving force of the community's economy. This article describes various tactics that can be applied by MSMEs to compete and develop in the context of the sharia economy. These tactics include increasing understanding of sharia finance, developing human resource capacity, product innovation in accordance with sharia principles, and utilizing digital technology to expand market reach. In addition, assistance from sharia financial institutions, the government, and the community are also crucial elements in creating an inclusive ecosystem. Through the application of these approaches, MSMEs are expected to be able to increase their competitiveness while supporting the principles of a fair and sustainable sharia economy. The research method applied to answer the problems studied is a descriptive method with a qualitative approach, which is based on the problems of this research, aiming to collect data and information related to MSME Tactics to Increase Competitiveness in the Sharia Economic Ecosystem. Meanwhile, to answer theoretical issues, a literature study is used with the hope that the analysis of several variables will make the research factors more accurate.

TikTok's algorithm-based digital marketing strategy, especially through the #FYPMarketing approach, has become an effective method in building emotional connections and increasing Gen-Z consumer loyalty. Through the For You Page (FYP) feature, brands can spread content organically with a wide reach, as long as the content is emotionally relevant, authentic, and participatory. This study uses a qualitative method based on literature studies and analyzes the #ScarlettGlowUp campaign as a case study. The findings show that the success of marketing to Gen-Z is greatly influenced by the use of user-generated content, micro-influencer involvement, and storytelling that is consistent with the values ​​held by the audience. However, challenges such as algorithm manipulation, digital communication ethics, and data privacy issues are obstacles that require an approach based on transparency and social responsibility. This article concludes that the success of the #FYPMarketing strategy depends not only on technological and algorithmic capabilities, but also on trust, clarity of values, and alignment between the brand and its digital community.

This research aims to examine the impact of thrifting on the economic condition of clothing traders in Pasar Lasoani, to identify the factors that make thrifting a threat to these traders, to find solutions that traders can implement in facing competition with thrifted products, and to understand the Islamic economic perspective on thrifting practices in Pasar Lasoani. This study uses a qualitative research method, which is intended to describe and explain events or phenomena occurring in the field and to present data systematically, factually, and accurately regarding the facts or phenomena observed. The data for this study were obtained through observation, interviews, and documentation. The thrifting phenomenon has had a significant impact on the economy of clothing traders in Pasar Lasoani. On the positive side, this trend has increased income for traders who sell thrifted items due to their affordable prices and attractive variety. However, on the negative side, thrifting reduces the competitiveness of new and local clothing traders, thereby creating economic imbalances in the market. The increase in secondhand clothing imports is also perceived as a threat to the demand for new products, especially due to the strong interest of young consumers in branded clothes at low prices. To improve competitiveness, new clothing traders need to implement strategies such as price adjustments, product quality improvement, utilization of digital marketing, and consumer education on the advantages of new clothing. From an Islamic economic perspective, the practice of thrifting is permissible as long as it fulfills the pillars and legal conditions of buying and selling, namely clarity of the product, mutual agreement on price, and absence of excessive gharar (uncertainty). According to the school of Imam Malik, this practice is valid if the existing gharar is minor, unavoidable, and conducted with honesty, fairness, and transparency. Therefore, thrifting transactions in Pasar Lasoani can be considered in line with the principles of sharia.

Digital transformation in the industrial era 4.0 has brought fundamental changes to marketing strategies, especially for micro, small and medium enterprises (MSMEs). This study aims to analyze the effect of social media use on increasing sales and income of fashion MSMEs in Serang City. Quantitative methods are used with a simple linear regression approach, and data collection through questionnaires to 61 MSME players. The results of the analysis show that the use of social media has a positive and significant effect on increasing sales and income. The normality test shows that the residuals of model Y2 are normally distributed, while model Y1 is not. In addition, the Glejser test results show indications of heteroscedasticity in both models. Nonetheless, the models remain valid for use as they meet the minimum sample size requirement. These findings confirm that strategic utilization of social media can improve the business performance of fashion MSMEs, so it is recommended as part of an adaptive digital strategy in facing competitive challenges in the era of digital transformation.

This study aims to compare the effectiveness of print and digital advertisements in increasing sarong sales at Toko Istana Sarung Wonorejo. Using a quantitative approach, sales data from the first three months of 2025 were analyzed based on digital advertisements (social media), print advertisements (brochures and banners), and word-of-mouth promotions. The results show that digital advertising had the greatest impact on sales growth (approximately 50%), followed by word-of-mouth promotion (5–10%), and print advertising (around 15%). These findings highlight the importance of a multichannel marketing strategy tailored to consumer characteristics.

This study examines the impact of influencer marketing on consumer purchasing behaviour in the rapidly evolving digital marketplace. Using a quantitative method, the study was conducted through surveys of social media users exposed to influencer content. Several key dimensions of influencer marketing were evaluated, including trust in influencers, content relevance, and audience engagement. The results indicate that influencer marketing substantially impacts brand awareness, purchase intention and actual purchase decisions. These study provide companies with insights to help them optimise their digital marketing strategies by collaborating with the right influencers.

This research discusses the strategic role of MSMEs in the Indonesian economy and explores digitalization as a marketing solution to overcome challenges such as less strategic location and low digital literacy. The aim is to investigate the impact of digitalization on MSME marketing strategies, particularly in improving operational efficiency and market reach. The method used is qualitative with a literature review from credible sources such as books and scientific journals. The results show that digitalization significantly improves the marketing effectiveness of MSMEs, as in the case study of Warung Sarapan Tiga Dara which is able to overcome location limitations by utilizing social media and digital tools to reach a wider audience. In conclusion, the implementation of digital marketing strategies is essential for MSMEs to thrive in a competitive environment by improving operational efficiency, customer engagement, and business sustainability despite location constraints.

The advancement of digital technology has driven Micro, Small, and Medium Enterprises (MSMEs) to adopt social media and e-commerce-based marketing strategies to expand market reach. This study analyzes the use of social media and e-commerce by Toko UD Kartini as a product marketing strategy. Using a descriptive qualitative method through interviews and observations, it was found that the store relies solely on WhatsApp, without utilizing catalog features or other platforms such as Instagram and online marketplaces. The main challenges include limited human resources and lack of promotional channel diversification. Therefore, digital development strategies such as optimizing WhatsApp Business, using social media actively, and enhancing digital marketing skills are needed to support business growth in the digital era.

Smartpolitan Village is a village development concept that integrates information and communication technology (ICT) in resource management and public services to improve the quality of life of the community. For this reason, this Community Service activity is entitled "Improving Television Information Literacy for Village Officials as a Means of Validating Fake News (Hoaxes) in Smartpolitan Village Wantilan, Subang Regency". The aim is to implement the Tri Dharma of Higher Education and assist partners in improving their ability to develop an understanding of information literacy towards a Smartpolitan Village. Limited digital literacy of the community and the vulnerability of the community to the spread of hoaxes. Therefore, efforts are needed to improve the digital literacy of the community and utilize television as a medium for validating fake news so that Wantilan Village can truly become a Smartpolitan Village that is smart, informative, and resilient to hoaxes. Based on the identification of problems with partners, the team provides solutions and methods that can overcome these problems through: 1. Providing basic introductory material on fake news and how to validate information through television which is used as knowledge. 2. Providing direction in the form of material, techniques for preventing the spread of hoax news and the impacts of spreading or consuming fake news without validating it. 3. Conducting assistance in the practice of validating television media information. Based on the solutions and output targets achieved from the implementation of the PKM program on partners, village officials and residents in Wantilan Village, Cipeundeuy District, Subang Regency, the Community Service Team determined the approach method with: 1. Direction and training 2. Technical Guidance (Bimteks) 3. Mentoring

This community service activity aims to study the business model, marketing strategy, technology utilization, and success factors of Talula Jewl MSMEs in Bandar Lampung which are engaged in the anti-rust and waterproof titanium jewelry industry. The method used is descriptive qualitative through interviews, observations, and documentation. The analysis uses the Business Model Canvas and Marketing Mix (4P). The results of the study show that Talula Jewl has a social media-based marketing strategy that does not involve influencers, clear market segmentation, and quality products. Digital design and interaction use this technology. Market understanding, excellent service, and customer trust support sales success. Although there are fluctuations in sales in e-commerce, customer satisfaction remains high. Development is directed at opening offline stores

The growth of digital platforms has driven significant transformations in marketing communication strategies, particularly in e-commerce advertising practices. Shopee, as one of the largest e-commerce companies in Indonesia, utilizes digital propaganda strategies through visual and audio content to shape consumer perception and behavior. The advertisement with the slogan "Belanja Seru, Hidup Lebih Mudah" (Fun Shopping, Easier Life) not only conveys promotional messages but also constructs social meanings of consumption, convenience, and happiness through symbols and visual narratives. This study employs a descriptive qualitative method using literature review techniques to analyze the message structure and communication strategies embedded in Shopee advertisements. The analysis considers visual, symbolic, and repetitive elements that function as covert propaganda mechanisms. The theoretical framework is based on propaganda communication and semiotic theory to understand how advertisements systematically shape consumerist consciousness. Findings reveal that propaganda in Shopee’s advertisements operates through symbolic repetition, celebrity endorsement, and the use of digital features such as limited-time promotions that trigger impulsive behavior. These practices contribute to the formation of digital consumer culture, supported by emotional engagement and algorithmic targeting. Media literacy enhancement is therefore essential to equip the public with critical awareness towards persuasive messages in digital spaces.

Tempe artisans in Teluk Betung District, Bandar Lampung City play an important role in providing soybean-based food products. However, the marketing of their products is still conducted conventionally, relying on traditional markets and simple promotional methods, which limits market reach and reduces product competitiveness. This community service activity aims to improve the knowledge and skills of tempe artisans in implementing effective marketing strategies, particularly through digital platforms and product packaging development. The methods used included interactive lectures, group discussions, social media simulations, and practical sessions on designing product labels using simple applications. The workshop results showed that most participants successfully created business social media accounts, designed product labels, and understood the importance of attractive packaging in increasing product value. This activity is expected to serve as a stimulus for developing tempe product marketing in Teluk Betung and surrounding areas.

This study aims to analyze the relationship between marketing strategies and customer satisfaction on e-commerce platforms in Indonesia. Effective marketing strategies are essential in facing intense competition in the digital world, especially in enhancing customer satisfaction, which influences loyalty and business sustainability. This research uses a quantitative survey approach involving 100 active users of Shopee and Tokopedia platforms. Data were collected through questionnaires and analyzed using descriptive statistics, Pearson correlation, and simple linear regression. The results indicate a positive and significant relationship between marketing strategies and customer satisfaction, with a correlation value of 0.673 and a contribution of 45.3%. Digital promotions, personalized services, and loyalty programs are key factors in improving customer satisfaction. However, customer service aspects require more attention to support overall satisfaction. This study implies that e-commerce platforms must continuously develop integrated marketing strategies alongside quality service improvements to maintain and enhance customer satisfaction.

Business management based on the application of a combination of offline and online is inseparable from various challenges that can arise, especially in terms of HR management itself, namely the business owner. So that the right strategic action is needed so that the business can run well. This study aims to get an idea of ​​​​how the strategy is, and what challenges are faced in managing a business based on a combination of offline and digital affiliates at Rio Ponsel. This study uses a qualitative approach with a case study method and data collection through interviews with Rio Ponsel business actors. The results of the study showed that the business management strategy that combines offline sales systems and marketing through the TikTok affiliate program at Rio Ponsel is in the form of implementing internal strategies such as product development according to local market needs, implementing positive personal branding, and improving service quality directly. In addition, external strategies are also applied. Meanwhile, the biggest challenge faced by Rio Ponsel business actors is the high level of competition with competitors both in the offline and digital markets.

This study aims to examine managerial strategies implemented by MSMEs (Micro, Small, and Medium Enterprises) to enhance their competitiveness in the digital era using a qualitative method. MSMEs face significant challenges in maintaining their existence and expanding their market amid rapid technological advancements. Through in-depth interviews and observations with MSME actors, this research explores how digital transformation, digital marketing strategies, and digital capability development are managed managerially to improve operational effectiveness and broaden market reach. The results indicate that the application of digital management, including the utilization of social media, e-commerce, and management information systems, can increase brand awareness, customer loyalty, and business efficiency. Furthermore, the development of digital skills among human resources is a key factor in the successful digital transformation that positively impacts MSMEs’ competitiveness in local markets. This study provides recommendations for MSME practitioners and stakeholders to comprehensively integrate digital strategies to face competition in the digital era.

Marketing plays a vital role in enhancing business competitiveness, particularly in dynamic market environments. This study investigates the implementation of the marketing mix strategy (7P) in AD Produksi, a garment manufacturing business in Malang specializing in ready-to-wear clothing. The objective is to identify suitable pricing and promotional strategies to address recent sales stagnation. A qualitative descriptive method was employed, using interviews, observations, and documentation as data collection techniques. The analysis was conducted using a SWOT framework to determine a more effective marketing strategy. The findings reveal that AD Produksi's business falls into SWOT quadrant III, indicating the need to minimize internal weaknesses while leveraging external opportunities. The study recommends adopting competitive and flexible pricing strategies, such as volume discounts and bundled offers. In terms of promotion, the use of social media platforms like Instagram and TikTok, alongside e-commerce platforms such as Shopee, is crucial for enhancing product visibility. Allocating budgets for digital advertising is also suggested to maximize promotional impact. The research implies that aligning pricing with competitor analysis, utilizing technology to boost efficiency, and strengthening brand presence through optimized digital marketing are essential for AD Produksi’s business growth.

This study intends to investigate the business model and product marketing strategy of BMT Dana Mentari Muhammadiyah Purwokerto using the Business Model Canvas (BMC) approach. The background of this research is rooted in the need for Islamic microfinance institutions to adapt amidst increasing competition, particularly in product development and marketing. The research uses a descriptive qualitative approach, with data collected through in-depth interviews with BMT management. The findings suggest that BMT Dana Mentari has implemented the nine elements of the BMC comprehensively, including community-based customer segmentation, strong Sharia-compliant value propositions, and marketing strategies such as direct outreach and personal selling. However, challenges remain, particularly in service digitalization and promotional efforts. The implications of this study highlight the importance of continuous innovation in Sharia-based products and marketing strategies to enhance competitiveness and institutional sustainability.

Economic crises and geopolitical tensions have been major factors affecting global market stability and posing major challenges for multinational corporations. This research aims to identify and analyze the global marketing strategies implemented by companies in dealing with these uncertain conditions. Using a descriptive qualitative approach through a literature review, this study found that commonly used strategies include market adaptation, risk diversification, and digital transformation. Market adaptation is carried out through product adjustments, prices, promotions, and distribution to be relevant to local conditions. Risk diversification is implemented by moving supply chains to more stable regions. Meanwhile, digital transformation is used to strengthen interactions with consumers and increase responsiveness to market changes. These findings show that a resilient marketing strategy focuses not only on growth, but also on resilience, flexibility, and sustainable innovation. By understanding the complexity of the global market, companies can design strategies that are able to maintain business competitiveness and sustainability in the midst of a crisis.