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This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

The study focuses on analyzing business strategies to enhance sales in 24-hour coffee shops (warkop24h) in Indonesia, considering their unique challenges and opportunities. Conducted through supportive activities in Karangasih Village, Bekasi, the research employs various methodologies including surveys, discussions, and practical tutorials aimed at providing comprehensive reviews and innovative strategies. Key findings indicate that these coffee shops need to improve promotional efforts and address supply chain issues, particularly with essential ingredients like ice, to bolster customer satisfaction. By developing unique menu offerings and leveraging digital marketing, these businesses can capture the attention of the younger demographic, particularly Gen Z, who view warkop as social and creative spaces. The study concludes that implementing strategic adaptations in response to market trends and customer preferences can significantly bolster the viability and growth of coffee shop businesses in competitive environments. This research highlights the critical role of micro, small, and medium enterprises (UMKM) in contributing to the broader economic framework of Indonesia.

The halal industry has experienced significant growth, encouraging Micro, Small, and Medium Enterprises (MSMEs) to continuously innovate in order to compete globally. This study aims to examine the strategies of halal product innovation implemented by MSMEs from the perspective of islamic business management, identify the key driving factors behind innovation in the global market, and analyze its influence on Muslim consumers preferences. This research adopts a literature review methode using various scholarly journals and academic sources. The findings show that effective innovation strategies include collaboration between the government and industry, improvement of ptoduct quality and halal certification, digital technology utilization, and marketing approaches aligned with Islamic pronciples. The main drivees of innovation consist of product and process development, technology and digitalization, the high consumption value of halal products among indonesian consumers a, comprehensive legal framework, import substitution policies, and stakeholder synergy. Halal product innovation has proven to positively influence Muslim consumers preferences, particularly in terms of trust, loyalty, and perceived value. This study highlights that Islamic business management, which emphasizes blessing, ethicts, and sustainability, plays a crucial role in strengthening the global competitiveness of halal MSMEs.

This study aims to analyze the influence of ethnic relations on the political orientation of the community in Simpang Selayang Village, Medan City. The research method used is descriptive qualitative with data collection techniques through interviews and documentation. The data analysis techniques applied include data reduction, data presentation, and data verification according to Miles and Huberman. This study focuses on two main problem formulations, namely the influence of ethnic relations on political issues and the influence of ethnic relations on political orientation. The results of the study indicate that ethnic identity plays an important role in determining individual political preferences. Ethnic identity serves as a frame of reference that guides political behavior, including in general elections and other political participation. Solidarity between ethnic groups often strengthens political support for candidates who have the same ethnic affiliation, creating a voting pattern that is strongly influenced by ethnic factors. The research findings also reveal that political issues that are relevant to the local community are influenced by the social and cultural context of each tribe. political programs that emphasize local economic development and preservation of tribal culture tend to get greater support. This suggests that understanding the socio-cultural context of ethnic groups is key to formulating effective and inclusive political policies. This study provides new insights into the dynamics of politics in a multi-ethnic society and emphasizes the importance of inclusive policies that take into account ethnic diversity to promote social harmony and political stability in Simpang Selayang Village.

Restaurant menu translation plays a vital role in attracting international tourists and expanding the culinary market of a region. This study aims to analyze restaurant menu translation strategies using a descriptive qualitative approach. Data were collected through observation, interviews, and document analysis of translated menus. The findings indicate that description, adaptation, and amplification are the most commonly used strategies to improve the readability and appeal of menus in the target language. These strategies help bridge linguistic and cultural differences, making it easier for tourists to understand the content of the menu. However, translation errors were still found and may lead to misunderstandings and decrease the attractiveness of certain dishes.In addition to qualitative analysis, a survey was conducted involving 50 foreign tourists in tourist areas to gain insight into their perceptions of menu translations. The survey results revealed that 80% of respondents found the menu translations clear, although 20% still encountered confusion with some terms. Moreover, 75% stated that appealing menu descriptions increased their interest in trying local dishes. Regarding language preferences, 60% of respondents preferred menus that included original dish names with English descriptions, while 40% favored full English translations. Some tourists also suggested including more detailed information, such as spiciness levels and main ingredients.Overall, effective menu translation not only enhances the culinary experience of tourists but also strengthens a restaurant's competitiveness and supports the promotion of local cuisine in the global market.

This research aims to develop an interactive web dashboard to support data analysis for vending machine sales. The dashboard is designed to facilitate the management of large datasets through intuitive visualizations and interactive features such as filtering, searching, and pagination. The development process involves several stages, including data collection, data cleaning, analysis, visualization, web design, implementation, and deployment using GitHub Pages. Technologies like HTML, CSS, JavaScript, Chart.js, and Grid.js are utilized to ensure efficiency and accessibility. The results of the research show that the dashboard effectively presents key information, such as sales trends, best-selling products, and payment method preferences, thereby supporting more accurate and data-driven strategic decision-making. However, the research has limitations in integrating predictive analytics. Future development is recommended to include predictive algorithms and test system performance on large-scale data. This solution is expected to contribute significantly to optimizing vending machine management and serve as a development model for similar applications in other business sectors.

Word-of-Mouth (WOM) communication plays a vital role in shaping the perception of tourism destinations and significantly influences tourists' decision-making processes. This is particularly true for Generation Z, a demographic cohort characterized by their high digital literacy, constant connectivity, and strong preference for authentic and unique experiences. Generation Z travelers tend to rely heavily on WOM, both traditional and digital (e-WOM), when selecting travel destinations, as they value peer recommendations over conventional advertising. One of the destinations that has gained popularity among this generation is Pantai Indah Kapuk (PIK), a rapidly developing coastal area known for its vibrant atmosphere, modern attractions, and aesthetic appeal suitable for social media sharing.This study aims to examine the impact of WOM communication on the satisfaction and overall tourism experience of Generation Z visitors at PIK. The research adopts a quantitative approach using survey methods to collect data from Generation Z tourists who have visited PIK. Variables measured include the source and credibility of WOM, the influence of WOM on decision-making, perceived value, satisfaction, and the quality of the tourism experience.The findings are expected to provide insights into how WOM shapes tourist behavior, enhances destination satisfaction, and contributes to memorable tourism experiences among Generation Z. Furthermore, the study aims to offer recommendations for destination marketers and tourism stakeholders to effectively leverage WOM as a strategic tool in promoting destinations and engaging young travelers in meaningful ways.

Game-Based Learning (GBL) has emerged as an innovative learning approach aimed at enhancing student engagement and promoting the development of critical thinking skills, particularly at the elementary school level. This study was conducted at SD Negeri Labuhan 1 using a qualitative approach and a case study method. The primary objective of this research is to analyze the implementation of GBL within the context of elementary education, focusing on students’ and teachers’ needs and interests, the strategies used for implementation, the impact of GBL on students’ critical thinking skills, and the supporting and inhibiting factors affecting its success. The findings indicate that 75% of students expressed a higher preference for game-based learning over conventional teaching methods, showing high levels of enthusiasm and participation during the learning process. GBL proved effective in increasing students' motivation to learn, strengthening collaboration, and stimulating analytical and reflective thinking. However, several challenges were encountered in the implementation of GBL, including limited technological infrastructure in schools and the lack of specialized training for teachers in designing and managing game-based learning activities effectively. Based on these findings, it can be concluded that GBL holds significant potential as a teaching strategy that can foster students’ critical thinking skills from an early age. Nevertheless, to achieve optimal outcomes, strong support from various stakeholders is essential, including the provision of adequate facilities and the enhancement of teachers’ competencies through continuous professional development and training in designing and applying GBL in daily classroom activities.

This research presents a personalized, context-aware recommender system to suggest Places of Interest (POIs) using a hybrid approach combining Bayesian inference and collaborative filtering. The system explicitly addresses the cold-start problem that new users face and improves recommendation accuracy by considering contextual variables such as user mood, budget, companion, and location. The system collects real-time contextual inputs for new users with no historical data and applies Bayesian inference to generate relevant POI suggestions. As users begin to interact and provide ratings, the system progressively shifts to a collaborative filtering mechanism, leveraging cosine similarity to identify similar users within comparable contexts. The recommender system focuses on three categories of POIs: restaurants, hotels, and landmarks. These locations are retrieved through the Google Maps API, and only mapped locations are considered. The system was implemented on Android devices and evaluated through a user study involving 25 participants from diverse backgrounds, including software developers, IT students, and general users. Evaluation metrics such as normalized Discounted Cumulative Gain (nDCG) and classification accuracy were used to assess recommendation quality. Results demonstrate that the system performs better than traditional methods, with nDCG improvements reaching up to 83 percent. Users reported high satisfaction regarding the recommendations' accuracy, ease of use, and contextual relevance. While the system offers significant improvements, it also has certain limitations. Its dependency on Google Maps data may restrict its scope, and using only four contextual factors limits the system’s adaptability to more complex user preferences. Future enhancements could include additional dynamic contexts such as weather, POI popularity, and time-related trends, as well as integrating more advanced models to increase personalization and flexibility in real-world applications.

Purple yam is one of the tubers that serves as a source of antioxidants but has not been optimally utilized. Therefore, it needs to be diversified by processing it into snack bars. This study aims to develop snack bars made from purple yam flour, sorghum flour, and mung bean flour, which have the potential to serve as antioxidant sources and are preferred by panelists. In this study, snack bars were prepared using composite flour (sorghum:mung bean) and purple yam flour in varying ratios: 95:5, 90:10, 85:15 for the composite flour and 20%, 30%, and 40% for the purple yam flour. The snack bars were evaluated for color, texture, moisture content, antioxidant activity, and preference level. Selected samples were further analyzed for ash content, protein content, fat content, anthocyanin content, and crude fiber content. The experimental design used was a Completely Randomized Design (CRD) with two factors. The snack bars with a composite flour ratio (sorghum:mung bean) of 85:15 and 30% purple yam flour were identified as the best treatment, preferred by panelists and exhibite high antioxidant activity. These snack bars had a moisture content of 13.40%, ash content of 8.83% (db), protein content of 19.75% (db), fat content of 8.80% (db), crude fiber content of 9.54% (db), antioxidant activity of 68.02% (RSA), and anthocyanin content of 37.40 mg/100g

This study aims to analyze and explore more deeply the concept of electronic word of mouth (eWOM) by examining the role of electronic service quality, with trust as an exogenous variable and electronic satisfaction as a mediating variable. The phenomenon of consumer behavior in the context of e-commerce continues to grow in line with the rapid increase in internet users. In Indonesia, internet users are projected to reach 72.8 million people, making the country the third-largest in internet penetration among ASEAN nations. This surge in internet usage has significantly influenced online shopping behavior, especially among digital-savvy consumers. However, this trend contrasts sharply with the declining performance of offline retail, as shopping centers are witnessing a drop in consumer visits. This decline is largely driven by three major factors: (1) shifting consumer preferences, (2) decreasing employment in physical retail sectors, and (3) a rapid rise in the number of online stores.The research utilizes primary data, collected from respondents who have made online purchases from two major marketplaces in Indonesia—Tokopedia and Lazada. The data were analyzed using the Smart PLS software to test the relationships between the variables. The results indicate that electronic service quality has a positive and significant effect on eWOM when mediated by trust. However, the direct effects of service quality and satisfaction on eWOM were found to be statistically insignificant. The findings suggest that building customer trust through enhanced service quality is a strategic priority for e-commerce platforms aiming to encourage consumers to share positive online recommendations.

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.

In the era of globalization, fashion accessories are no longer limited to functional purposes but have evolved into instruments of personal and cultural expression. Wallets, as one of the most widely used accessories, are now experiencing a shift in design orientation toward cultural values. This study aims to analyze the phenomenon of culturally designed wallets as an emerging modern trend through a comprehensive literature review. The research explores various academic and industry sources published between 2018 and 2024 to understand how cultural elements are integrated into wallet designs and how these influence consumer preferences.The study identifies three primary factors that drive consumer interest in culturally themed wallets: aesthetic value, sustainability, and innovation. Aesthetic value refers to the visual and symbolic appeal of cultural motifs, which resonate with consumers seeking uniqueness and identity. Sustainability reflects the growing awareness among younger generations—especially Millennials and Gen Z—regarding ethical consumption and the use of eco-friendly materials. Innovation in design, such as the fusion of traditional patterns with modern functionality, also plays a crucial role in maintaining market relevance.The findings suggest that culturally inspired wallets have a distinctive market niche, appealing to consumers who value both cultural heritage and modern fashion sensibilities. Moreover, these products support the preservation and promotion of local culture in the context of global commerce. This study contributes to the growing body of literature on culture-based product development and provides insights for stakeholders in the creative industry to enhance product innovation, cultural storytelling, and market competitiveness in the global fashion landscape.

Consumer behavior is shaped by cultural contexts, influencing how individuals perceive, purchase, and engage with products and services. While traditional market research primarily relies on quantitative methods, this study highlights the importance of qualitative insights in understanding cultural influences. Through a case study approach, the research examines how cultural values, norms, and traditions impact consumer preferences and brand interactions across various markets. Key findings reveal that collectivist cultures prioritize community and social harmony in purchasing decisions, whereas individualistic cultures focus on personal achievement and self-expression. Additionally, high uncertainty-avoidance societies tend to favor well-established and reputable brands, whereas low uncertainty-avoidance cultures show openness to innovation. Digital globalization has also transformed consumer behavior, with AI-driven marketing and e-commerce platforms fostering hybrid consumer identities that integrate global and local influences. This study provides actionable recommendations for businesses, including adopting culturally adaptive marketing strategies, leveraging AI-driven consumer analytics, and enhancing localized branding efforts. The research contributes to the broader discourse on cultural influences in marketing and consumer engagement, emphasizing the need for businesses to adapt to evolving cultural dynamics in a digitally interconnected world. Future research should further explore the intersection of AI, digital globalization, and cultural adaptation in shaping cross-cultural marketing strategies to enhance business effectiveness in global markets.​

Ready-to-drink (RTD) chocolate beverages are increasingly popular, yet traditional formulations often contain dairy components while some consumers are lactose intolerance. The primary challenges in RTD chocolate beverages include achieving acceptable flavor profiles and managing cocoa powder precipitation. This study aimed to formulate a non-dairy ready-to-drink chocolate beverage using a hedonic test and  enhance its physical stability through varied xanthan gum concentrations applying Completely Randomized Design (CRD).A hedonic test involving 30 untrained respondents determined the most preferred formula with the highest preference level (3.7), which consisted of 40% local cocoa powder from Kulon Progo, Yogyakarta, 15% commercial cocoa powder, and 45% castor sugar. Stability analysis involved incorporating xanthan gum at concentrations of 0.1%, 0.15%, and 0.2% (w/v). Results demonstrated that 0.2% xanthan gum concentration yielded the highest viscosity (98 N.s/m²), significantly differing from the control. The lowest precipitation was observed at 0.2% concentration (p-value 0.048). Particle size analysis revealed progressive reduction from 21 μm to 5 μm with increasing xanthan gum concentration. The study conclusively identified 0.2% (w/v) xanthan gum as the most effective concentration for improving chocolate beverage stability, offering a promising approach for developing innovative, dairy-free RTD products.

Aloe vera gel contains antioxidative phenolic compounds. Fresh aloe vera gel is less accepted by the community due to its bitter taste from its latex. An acceptable alternative to aloe vera products is an aloe vera gel beverage because people of all ages currently favor light drinks. This study aims to produce aloe vera gel beverages with high antioxidant content by varying the gel size and boiling duration for easy consumption and preference by panelists. This research employed a completely randomized design (CRD) with two treatment factors, namely variations in gel size (0.5x1 cm, 1x2 cm, 2x3 cm) and boiling duration (10 minutes, 15 minutes, 20 minutes). The obtained data were subsequently analyzed Analysis of Variance (ANOVA). If differences were found, Duncan's Multiple Range Test (DMRT) was conducted at a significance level of 5%. The research results indicate that variations in gel size and boiling duration affect antioxidant activity, moisture content, total sugar content, gel texture, and preference level. The acceptable aloe vera gel beverage, preferred by the panelists which made with a gel size of 0.5x1 cm and a boiling duration of 10 minutes, with exhibited the highest antioxidant activity 6.72% RSA, moisture content 94.15%, total sugar content 13.35%, hardness (6.25 g/cm2, and deformation 2.81 mm.

This research aims to explore how price and product quality influence purchasing decisions for Y.O.U cosmetics at Panda Lovely Jombang. Given the rapid growth of Indonesia's cosmetics market, Y.O.U has emerged as a local brand offering quality products at competitive prices. Panda Lovely, with its numerous branches across Java Island, is one of Y.O.U’s primary distributors. The study adopts a quantitative approach using associative methods, with data collected through questionnaires from 100 Panda Lovely Jombang customers. Multiple linear regression analysis was employed to examine the relationship between independent variables (price and product quality) and the dependent variable (purchase decisions). The findings reveal that both price and product quality, individually and combined, significantly impact purchasing decisions. Key factors influencing consumer choices include affordability, the alignment of quality with expected benefits, and product durability. This research offers valuable insights for both Panda Lovely managers and Y.O.U producers to refine marketing strategies that cater to consumer needs and preferences.

PT XYZ is an institution or agency with an important role in carrying out government tasks in certain fields. One of the units owned by PT XYZ is an incubator unit that focuses on providing support to MSMEs to develop and improve their business competitiveness. However, in the process of selecting MSMEs that are eligible for the incubation program, there are still obstacles due to an assessment system that is not well structured. This causes difficulties in determining MSMEs that truly meet the criteria and have the potential to develop through the incubation program. One of these problems is the development of a Decision Support System (DSS) application to assist the process of selecting MSMEs that are eligible for incubation at PT XYZ. This application uses a straightforward, logical, and easy-to-understand decision-making method known as the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. By implementing this method, the system is expected to provide more objective and structured assessment results, so that it can increase efficiency in determining the MSMEs that have the most potential to be fostered through the incubation program at PT XYZ.

The apparel industry in Chengdu is transforming significantly due to integrating artificial intelligence (AI) technologies. This evolution aims to enhance consumer satisfaction by providing personalized shopping experiences, improving inventory management, and streamlining the supply chain. AI-driven algorithms analyze consumer behavior and preferences, allowing retailers to create tailored recommendations that align with individual tastes. Additionally, AI tools enable efficient inventory management by predicting trends and consumer demand, which helps reduce instances of overstock and stockouts. This optimization improves operational efficiency and ensures customers can find their desired products when visiting stores or online. This study was conducted through an online questionnaire distributed to 376 Chengdu participants to measure their attitudes toward AI improvement in the apparel industry. The findings underscore that innovative technology, perceived information quality, and perceived customization correlate with consumer satisfaction in AI experience improvement.    

This study aims to analyze brand adaptation strategies employed by multinational companies in addressing global marketing challenges, particularly in the context of cultural differences, consumer preferences, and regulatory variations across countries. Using a qualitative approach with a case study method, data were collected through in-depth interviews with marketing managers and document analysis related to corporate branding strategies. The findings reveal that multinational companies adopt a flexible brand adaptation approach by adjusting product elements, marketing communications, and brand values to align with local market characteristics while maintaining their global identity. These findings highlight that balancing global brand consistency with local market adaptation is a key factor in the success of global marketing strategies.