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This study aims to analyze the development strategy of the Jeanete business, located in Maumere City, Jl.  Kesehatan No.  3, Lorong Masuk SDK Yos Sudarso, using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) approach.  The research employs a descriptive qualitative method with data collected through observation, interviews, and documentation of the Jeanete business operations.  The results indicate that the main strengths of the business include affordable product prices, unique item variations, and increasing consumer interest in preloved products.  However, Jeanete also faces several weaknesses, such as dependence on supplies from outside the region, limited stock availability, and fluctuating bale prices.  On the other hand, opportunities include the growing trend of thrifting among young consumers and rising demand for environmentally friendly products.  The threats faced by the business involve increasing competition, shifting consumer preferences, and the risk of products not passing quality control.  Based on these findings, the development strategy for Jeanete should focus on improving product quality, strengthening digital promotion, and maintaining more stable supply management.

Abstract. The rapid growth of social media has significantly changed communication patterns, self-expression, and employment opportunities, especially among younger generations. However, among vocational high school students, social media use is still largely focused on entertainment and has not been optimally utilized for skill development, personal branding, or economically productive activities. Addressing this issue, a community service program was conducted to enhance the knowledge, understanding, and practical skills of students at SMK YBPK Pare in creating creative, structured, and relevant social media content in line with the demands of the digital era in 2024. The program was implemented through the delivery of conceptual materials on social media fundamentals, content planning strategies, and effective content creation techniques. These materials were strengthened through interactive discussions and hands-on practice using smartphones and accessible editing applications. The participants included 40 students from grades X, XI, and XII, representing Generation Z with high social media usage intensity. The results showed improved student understanding of the purpose of social media, basic digital content concepts, and communicative content creation techniques. Students were able to produce simple promotional content to support school branding. In addition to technical skills, the program increased awareness of social media as a tool for self-development, digital literacy, and future employment or entrepreneurial opportunities, thereby contributing positively to students’ digital competencies and work readiness.

This study examines the management of Kediri Nite Carnival (KNC), an annual event organized by the Kediri City government to commemorate the city's anniversary and showcase local arts, culture, and tourism potential. This research uses qualitative methodology and employs literature analysis, observation, and documentation as case study methods. The Miles and Huberman interactive model is used to analyze the data. The Kediri City Tourism Office has implemented each stage of event management according to Goldblatt's concept: research, design, preparation, coordination, and evaluation. The focus of the research was to determine the objectives and target audience; the design highlighted the local cultural theme “Exotic Flower in Paradise”; planning included budget planning, scheduling, and promotional strategies through social media and collaboration with local media; coordination was carried out through task distribution and cross-team communication; and evaluation assessed the success of the event based on community feedback and its effects on tourism and the local economy. The research results show that KNC plays an important role in improving the public's perception of Kediri City as a creative and cultured city. However, efforts to increase the number of tourist visits in the long term still need to be made. It is hoped that these findings will help the local government develop a sustainable tourism communication plan.

Empowering Posyandu cadresis one of the important strategies in improving the effectiveness of community-based health promotion,especially in the digital era. However, the limited skills of cadres in utilizing digital visual media are still anobstacle in creating interesting and communicative health information. This community service activity aims to improve the knowledge and skills of Posyandu cadres in Pondok Petir Village, Depok City, through seminars and training on the use of the Canva application as a medium for developing health promotion. The activity was conducted offline through lectures, discussions, and hands-on practice with intensive guidance. There were 25 participants, consisting of cadres and members of the local PKK. The results of the activity showed that most participants were able to understand and apply Canva's features to create health promotion media such as Posyandu schedule posters, immunization materials, and nutrition education. The enthusiasm of the participants during the practice sessions and their ability to produce informative and attractive visual designs demonstrated the success of this activity. Thus, Canva training has proven effective as a means of empowering Posyandu cadres in improving the quality of health communication and supporting the optimization of Posyandu services.

This study aims to analyze rebranding strategies and marketing communication in building the brand equity of Kopi Bawang Dayak as a regional flagship product. Kopi Bawang Dayak is a local product innovation based on the indigenous wisdom of Kalimantan that has functional and economic potential; however, it still faces challenges such as weak brand identity, unclear positioning, and ineffective marketing communication. This research adopts a qualitative approach using a descriptive method. Data collection techniques include interviews with business actors and consumers, observations of visual identity and promotional media, documentation, and literature review. The results indicate that rebranding strategies implemented through logo updates, packaging redesign, and the reinforcement of local values are able to enhance brand awareness and brand associations among consumers of Kopi Bawang Dayak. Furthermore, marketing communication that emphasizes storytelling, health benefits, and local cultural values through social media contributes to increasing perceived quality and building consumer trust. The synergy between rebranding strategies and marketing communication is proven to play a significant role in strengthening the brand equity of Kopi Bawang Dayak. This study concludes that integrating local identity with modern marketing approaches is a key factor in enhancing the competitiveness of regional flagship products in broader markets.

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions of fashion products on the Shopee marketplace (Case Study: Students of STIE Dharma Putra Semarang). Data were collected using a questionnaire, with respondents selected through purposive sampling. The sample consisted of 50 students from STIE Dharma Putra Semarang who had previously purchased fashion products on Shopee. Based on hypothesis testing, the first hypothesis shows that price has a positive and significant effect on purchasing decisions (t = 2.638 > t-table = 1.678; regression coefficient β₁ = 0.252; significance = 0.011 < α = 0.05). The second hypothesis indicates that product quality has a positive and significant effect on purchasing decisions (t = 4.233 > t-table = 1.678; regression coefficient β₂ = 0.434; significance = 0.001 < α = 0.05). The third hypothesis reveals that promotion has a positive and significant effect on purchasing decisions (t = 3.924 > t-table = 1.678; regression coefficient β₃ = 0.341; significance = 0.001 < α = 0.05). Therefore, it can be concluded that the more competitive the price, the better the product quality, and the more attractive the promotions offered, the higher the purchasing decision for fashion products among students on the Shopee marketplace.

Social media provides significant benefits in life, one of which is as a communication and promotional tool. Instagram, as the platform with the second most users in the world, is a strategic medium for promotion. This study analyzes RFAS Music's strategy in utilizing Instagram to promote the song "Berona" by Rizky Febian. This study uses a descriptive qualitative approach with structured interviews, observation, and documentation methods. The collected data are analyzed through the process of data reduction, data presentation, and drawing conclusions. The theories used are the Technology Acceptance Model (TAM) which emphasizes technology acceptance and Quesenberry's Theory which emphasizes marketing communications. The results of the study indicate that RFAS Music successfully implemented an Instagram social media marketing strategy to create interaction and attract the attention of the target audience. This strategy not only increases audience awareness of the new song but also strengthens RFAS Music's position in the music industry. Thus, this study can be concluded that RFAS Music's strategy is a social media promotion strategy that pays attention to the level of efficiency and the times. By implementing the strategy and linking it to marketing communications, RFAS Music successfully promoted the launch of Rizky Febian's song "Berona." The study suggests that it would be better if this promotional activity also used other platforms that are currently equivalent and as widely used as Instagram. and continue to improve interesting strategies.customers

Di berbagai negara berkembang, keberlanjutan finansial lembaga pendidikan tinggi swasta sangat bergantung pada jumlah pendaftaran mahasiswa, disebabkan oleh keterbatasan diversifikasi sumber pendapatan. Berbeda dengan universitas negeri yang memperoleh dukungan substansial dari subsidi pemerintah, universitas swasta pada umumnya bergantung pada biaya kuliah sebagai sumber pendapatan utama. Ketergantungan ini mendorong banyak institusi swasta untuk mengalokasikan sumber daya keuangan yang signifikan guna mendukung inisiatif promosi yang dirancang untuk menarik calon mahasiswa. Melalui strategi pencitraan merek (branding) yang efektif, universitas swasta semakin memanfaatkan platform media sosial—terutama Instagram—sebagai alat strategis untuk membangun jejaring sosial serta meningkatkan kesadaran informasi di kalangan audiens berusia setara dengan pelajar sekolah menengah atas. Penelitian ini mengkaji potensi penerapan strategi promosi berbasis algoritma Instagram dengan menggunakan teknik digital marketing influence maximization, khususnya viral marketing dan influencer marketing, yang umumnya diterapkan di sektor komersial. Temuan penelitian menguraikan tiga strategi pemasaran dengan potensi manfaat yang signifikan: memanfaatkan mekanisme viral marketing, mengidentifikasi dan melibatkan key opinion leaders (KOL) yang tepat dalam influencer marketing, serta mengoptimalkan penggunaan tagar (hashtag) secara strategis. Selain itu, penelitian ini berkontribusi terhadap pengembangan pengetahuan dengan menawarkan kerangka konseptual untuk perumusan strategi promosi dan mengusulkan metodologi evaluatif untuk mengukur efektivitas promosi. Pendekatan evaluasi tersebut meliputi penerapan metrik brand influence dan engagement rate, yang ditunjukkan melalui studi kasus singkat.

This Community Service activity aims to analyze and develop marketing strategies for imported products at PT Mitra Mulia Pertiwi Nusantara in the local market of Batam. The methods used include direct observation, in-depth interviews with company representatives, and documentation studies to obtain a comprehensive picture of the implementation of the marketing mix (product, price, promotion, and distribution). The results of the analysis show that the company faces challenges in adjusting imported products to local consumer preferences, setting competitive prices, and optimizing promotion and distribution. Through this activity, marketing strategy recommendations have been developed, including improving market segmentation, utilizing digital media for promotion, adjusting prices based on competition, and optimizing distribution channels. The implementation of these recommendations is expected to increase the company's competitiveness and expand the market share of imported products amid increasingly fierce competition. This activity also provides academic contributions as a reference for the development of international marketing science and practical contributions for companies in formulating sustainable marketing strategies.

Premarital sexual behavior in adolescents is a public health issue influenced by various individual, social, and environmental factors. Changes in social norms, technological advancements, and limited reproductive health knowledge make adolescents a group vulnerable to risky sexual behavior. This study aims to examine the factors influencing premarital sexual behavior among adolescents based on the Health Belief Model (HBM) approach. The method used is a Systematic Literature Review (SLR), review national and international scientific articles published between 2013 and 2025. Data sources were abtained from Google Scholar and ScienceDirect, with inclusion criteria including articles in Indonesia and English, open access, full text, and relevant to HBM components. The study result indicate that factors such as perceived barriers, self-efficacy, and the quality of information play an important role in shaping adolescent sexual behavior. Low knowledge and limited perception oh the negative impacts of premarital sex increase the risk of engaging in risky sexual behavior. In addition, health promotion interventions based on the Health Belief Model (HBM) have been proven effective in improving knowledge, attitudes, and preventive behaviors regarding premarital sex among adolescents. Therefore, the HBM approach is recommended as a basis for developing comprehensive and sustainable adolescent reproductive health education and promotion programs.

This community service activity aims to strengthen the marketing strategy of FUNN Maumere as a culinary business operating in an increasingly competitive market environment. The program was conducted using a qualitative descriptive approach through field observations, interviews with business owners and employees, and direct mentoring in implementing more effective marketing strategies. The results indicate that FUNN Maumere has applied a combination of traditional and digital marketing strategies, including brochure distribution and active promotion through social media platforms such as Instagram, TikTok, and Facebook. The mentoring activities focused on optimizing digital marketing, improving service quality, and strengthening brand consistency. These efforts contributed positively to increased brand awareness, customer interest, and wider promotional reach. However, sales performance remains fluctuative due to external factors, such as weather conditions and differences in outlet location characteristics. Therefore, this community service emphasizes the importance of continuous product innovation, enhancement of customer experience, and optimization of digital marketing strategies to reduce dependency on external conditions. This activity is expected to serve as a practical reference and mentoring model for other culinary MSMEs in developing adaptive, innovative, and sustainable marketing strategies to improve competitiveness and business continuity.

Micro-entrepreneurs, particularly small grocery shop owners, commonly encounter challenges in managing business finances and implementing effective marketing strategies. Limited skills in financial recordkeeping often make it difficult for business owners to accurately monitor cash flow and assess their financial condition, which may lead to suboptimal business decisions. In addition, the utilization of digital technology as a marketing tool remains limited, thereby restricting opportunities for market expansion. This community service program aims to strengthen the capacity of micro-enterprises in applying practical basic financial management and optimizing digital platforms for product promotion. The program also seeks to increase awareness of the importance of structured financial management as a foundation for sustainable business development. The activities were conducted through several stages, including the delivery of material on the significance of financial recording, hands-on training sessions, mentoring in preparing simple financial records, and digital marketing simulations using WhatsApp Business and various social media platforms. The results indicate an improvement in participants’ understanding and skills in recording income and expenses, managing business capital more systematically, and utilizing digital features to support promotional activities. Furthermore, participants demonstrated a more positive attitude toward the adoption of technology in their daily business operations. Overall, this program is expected to enhance financial independence, support sustainable business growth, and expand the marketing reach of micro-enterprises

Educator certificates are official documents that play a crucial role for teachers, as they serve as legal proof of professional competence and are required for various administrative purposes, such as professional allowance applications, promotion, transfer, and institutional accreditation. Along with the increasing number of educators in Indonesia, the volume of educator certificate data managed by educational institutions has also grown significantly. However, certificate management is still largely conducted in a conventional manner, functioning merely as digital or physical archives without an effective search mechanism, resulting in inefficiencies and difficulties in retrieving relevant documents. Therefore, an information retrieval approach is needed to support fast and accurate document searching. This study aims to analyze and implement an information retrieval system for educator certificates using the Cosine Similarity method. The research data consist of educator certificate documents, including professional educator certificates, training certificates, and competency certificates. The retrieval process involves text preprocessing, term weighting using TF-IDF, and similarity measurement using Cosine Similarity. The results show that document d1 (Professional Mathematics Educator Certificate) has the highest similarity value to the query “educator certificate,” as it contains all query terms with relatively high TF-IDF weights. Document d3 ranks second due to partial term similarity, while document d2 has the lowest similarity value because it shares only one common term with the query. These findings indicate that the Cosine Similarity method is effective in ranking educator certificate documents based on their content relevance in an objective and measurable manner. The proposed system can improve the efficiency and accuracy of educator certificate document management and retrieval in educational institutions.

This service examines the use of the social media platform of the tiktok application which acts as an effort to approach digital promotion for micro, small and medium enterprises in Krobokan village, Juwangi. Although MSMEs allocate an important role in sales products to the community, they do not fully understand digital media.This service applies a qualitative method by conducting interviews and socialization to the community which amounts to around 30 people consisting of 10 MSME business actors. The results of the interview identified MSME actors in Krobokan village who are not fully aware of the importance of understanding the development of social media as a marketing media tool, therefore we provide education about sales through online media because they only market products traditionally in the village environment. TikTok as a strategic means in supporting sales in today's digital era because the TikTok application is one of the highest platforms that are widely used today such as the TikTok Shop and Live TikTok features in strengthening the introduction of sales to customers through social media. This service concludes that from traditional marketing by word of mouth to marketing in the digital era that focuses on creative digital marketing, efforts have great potential in developing the community's economy in the current digital era.

The utilization of digital technology in the Industry 4.0 era has become crucial for vocational high school (SMK) students to build economic independence. However, partners at SMKN 1 Selo still face obstacles in optimizing social media and digital platforms as effective promotional tools for student work and self-development. This community service activity aims to enhance students' understanding and skills in using social media (Instagram, TikTok) and other digital platforms as creative marketing instruments. The method employed is a descriptive qualitative approach through participatory training, which includes material presentation on digital branding strategies, visual content creation practices, and copywriting techniques. The results of the activity indicate a significant improvement in students' technical abilities, where they demonstrated the capacity to produce engaging promotional content and understand social media algorithms to reach a wider audience. This study aims to describe the process and impact of utilizing social media and digital platforms as promotional tools for SMKN 1 Selo students. The primary focus of this activity is to provide a deep understanding of personal branding strategies and creative product marketing in the digital age. Through this program, it is expected that SMKN 1 Selo students will possess higher digital competitiveness and the ability to leverage the digital ecosystem to support the promotion of vocational products and their professional profiles in the future.

The development of digital marketing has become a strategic factor in the growth of creative culinary businesses, particularly for micro, small, and medium enterprises facing increasing competition and changes in consumer behavior in the digital era. The use of digital platforms, such as social media and online marketplaces, enables business owners to expand market reach, enhance customer interaction, and optimize promotional strategies more efficiently. Nevertheless, various studies indicate that the implementation of digital marketing has not always produced optimal outcomes due to limitations in digital literacy, human resource capacity, and organizational adaptability. This study aims to systematically examine the role of digital marketing in the development of creative culinary businesses through a Systematic Literature Review approach. The review maps key concepts, research trends, and empirical findings related to digital marketing and organizational learning within the context of creative culinary enterprises. In addition, this study identifies existing research gaps and formulates recommendations for future research issues. The findings are expected to provide theoretical contributions in the form of comprehensive conceptual mapping as well as practical contributions for business practitioners, MSME facilitators, and policymakers in designing adaptive and sustainable digital marketing strategies.

Socio-economic challenges faced by tuberculosis (TB) survivors in Indonesia remain substantial, particularly stigma that restricts employment opportunities and hinders social reintegration. This community service program aimed to strengthen the economic capacity of TB survivors through a community-based empowerment approach and health information dissemination via social media. The program involved a TB survivor community in the partner area of the Lampung Sehat Initiative. A participatory method was applied through entrepreneurship training, digital content production assistance, and the distribution of health education materials using Instagram, TikTok, and YouTube. The results indicate that social media was effective not only as a platform for health education but also as a promotional tool for participants’ micro-business products. In addition to improving public literacy regarding TB, social media contributed to stigma reduction by delivering positive narratives and reinforcing the collective identity of the survivor community. The program also encouraged behavioral change, supported the emergence of local leadership, and expanded participants’ social and economic networks. These findings suggest that integrating social media into community-based empowerment initiatives can serve as a social transformation strategy that enhances the sustainability of economic development and social support for TB survivors.

The rapid development of digital technology requires Micro, Small, and Medium Enterprises (MSMEs) to adapt by utilizing digital marketing and improving financial management practices. However, many service-based MSMEs have not yet optimized digital promotion and integrated bookkeeping in their business operations. This community service activity aims to enhance the promotion of service MSMEs through the implementation of digital marketing and to strengthen cost control through simple bookkeeping at AND CUSTOM LED. The methods used include an initial survey, practical mentoring, and evaluation of the activities. The mentoring process involved training in promotional content creation, the use of social media as a business communication tool, and the application of daily transaction recording. The results indicate an improvement in the business owner’s understanding and behavior regarding promotional management and financial recording. The MSME owner became more active and consistent in implementing digital promotion strategies and more disciplined in recording income and expenses. In addition, the mentoring encouraged a more independent and well-planned work attitude. Overall, this activity demonstrates that integrating digital marketing with simple bookkeeping can improve the quality of service MSME management and support business sustainability in the digital era.

Drug abuse is a serious global public health problem, with the prevalence in Indonesia reaching 1.73% or about 3.33 million people in 2023, mainly among those aged 15–24 years. Understanding the psychological determinants of this behavior is crucial to enhance prevention and rehabilitation efforts. Objective: To analyze determinants of drug abuse behavior based on the Health Belief Model (HBM) through a literature review of studies published between 2015 and 2025. Methods: A literature review of 8 academic articles from Google Scholar and PubMed, limited to open‑access Indonesian- and English‑language journals examining HBM constructs related to drug abuse and rehabilitation participation. Results: HBM variables were generally associated with drug abuse behavior and rehabilitation adherence, with self‑efficacy emerging as the most consistent determinant, followed by perceived susceptibility and perceived severity. Perceived barriers, especially complex administrative procedures, distance, costs, and stigma, were identified as major obstacles to engaging in rehabilitation. Conclusion: The HBM is useful for mapping determinants of drug abuse behavior and highlights the need to strengthen self‑efficacy, risk perceptions, and barrier reduction within health promotion and community‑based rehabilitation programs.

Introduction: Clean and Healthy Living Behavior (PHBS) is an important indicator in improving health status, particularly among university students as a productive age group. Health knowledge plays a role as a predisposing factor in the formation of healthy behavior. Individuals with a good level of health knowledge tend to have higher awareness and motivation to implement PHBS. Conversely, a lack of knowledge may lead to behaviors that pose health risks. Objective: This study aimed to determine the relationship between the level of health knowledge and clean and healthy living behavior (PHBS) among students at Universitas Muhammadiyah Semarang. Methods: This study employed a quantitative design with a cross-sectional approach. The sample consisted of 55 students, including students from health-related and non-health-related faculties. Samples were selected using an accidental sampling technique, namely respondents who were encountered and willing to complete the questionnaire at the time of data collection. The research instruments were a health knowledge questionnaire and a PHBS questionnaire. Data analysis was conducted using univariate and bivariate analysis with the Spearman test. Results: The results showed that the majority of respondents had good health knowledge (89.1%) and good PHBS (90.9%). The Spearman test results showed a p-value of 0.001 (p < 0.05), indicating a significant relationship between the level of health knowledge and PHBS. Conclusion: It can be concluded that the better the level of students’ health knowledge, the better the implementation of clean and healthy living behavior.