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Marketing strategy is a fundamental aspect that must be considered in order to achieve predetermined marketing objectives. This strategy encompasses a series of steps and decisions taken to promote products, reach the right target market, and influence customer purchasing behavior. The purpose of this study is to identify the strategies employed by the Mhira Cake Birthday Cake Shop in every sales or promotional activity to attract customer interest, as well as to analyze these strategies from the perspective of Islamic marketing principles. This research is classified as field research, in which the writer directly visited the location—Mhira Cake Birthday Cake Shop—to obtain accurate data, employing a qualitative research approach. The primary informant in this study was the owner of Mhira Cake, while supporting informants included the shop’s customers. Data collection techniques included observation, interviews, and documentation. The collected data were then processed and analyzed using a descriptive qualitative method. The results of this study show that Mhira Cake employs marketing strategies through product, pricing, promotion, and location. The marketing methods used include offering affordable prices for the products sold. From the perspective of Islamic economics, it can be concluded that the marketing strategies implemented by Mhira Cake are in accordance with Islamic marketing principles. The shop operates its business based on values of honesty and fairness and applies characteristics aligned with Islamic marketing ethics. Additionally, in practice, the business incorporates ethical business conduct by demonstrating the traits of shiddiq (truthfulness), amanah (trustworthiness), tabligh (transparency in communication), and fathonah (wisdom). The business is run with a commitment to integrity in every aspect.

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 aims to analyze the influence of User Experience and Word of Mouth on Customer Satisfaction in the Oxygen.id Home service, one of the internet providers in Indonesia. In today’s digital era, the quality of internet service is measured not only by connection speed and stability but also by the user’s experience when interacting with the service. User Experience encompasses aspects such as ease of use, interface design, responsiveness, and emotional comfort during service usage. A well-designed User Experience can enhance positive perceptions of the service and lead to increased Customer Satisfaction. Customer Satisfaction plays a crucial role as a bridge between User Experience and Word of Mouth. Satisfied customers tend to be more willing to recommend the service to others, either directly or through social media. Word of Mouth serves as a trusted form of organic promotion and has a significant impact on attracting potential new customers. Therefore, Word of Mouth is not only an outcome of good service but also a part of an effective growth strategy in a competitive industry. This study employs a quantitative approach by collecting data through surveys of active Oxygen.id Home users. The analysis results indicate a strong relationship between User Experience, Customer Satisfaction, and Word of Mouth, with Customer Satisfaction acting as a significant mediating variable. These findings emphasize the importance for service providers to continuously optimize User Experience in order to increase customer loyalty and expand market reach through the power of Word of Mouth.

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.

This study aims to examine the village government's strategy in developing the tourism potential of Lake Rana Kulan, located in Rana Kulan Village, Elar Sub-district, East Manggarai Regency. The research uses a descriptive method with a qualitative approach. Data collection techniques include interviews, observation, and documentation, using both primary and secondary data sources. Data analysis was carried out through data reduction, data presentation, and conclusion drawing. The study adopts the tourism development components theory by Gunn (2002), which includes attraction, service/facilities, promotion, transportation, and information. The results show that the village government is working to develop tourism attractions such as the lake's natural beauty, fishing and swimming activities, as well as cultural attractions like festivals. In terms of facilities, gazebos, toilets, parking areas, a stage, and trash bins are available, although food stalls and accommodations remain limited. Basic infrastructure such as solar power (PLTS) and internet networks are in place, but clean water supply remains a challenge. Promotion is conducted through social media and cultural festivals, with plans to develop a village website. Road access to the location is still damaged but under repair, supported by local motorcycle taxi services. In terms of information, there are directional signs and digital access via Google Maps and the Jadesta website. Overall, the strategies implemented indicate the village government's commitment to tourism development, although infrastructure and facility limitations remain obstacles.

This proposal discusses a business plan for handcrafted products made from clay, focusing on cup holders and ashtrays with unique and eco-friendly designs. Clay is chosen as the main material due to its high flexibility, aesthetic value, and broad market potential. The purpose of this business is to create decorative yet functional products that are customizable and appealing to various groups, particularly art lovers and handmade product enthusiasts. The methods used include market analysis through questionnaires, digital and offline marketing strategies, and a Business to Customer (B2C) approach. Survey results indicate strong consumer interest in clay tray products, driven by affordable pricing, attractive designs, and eco-friendly qualities. Promotional strategies include social media, online marketplaces, participation in exhibitions, and collaborations with influencers. This proposal also includes a financial analysis to determine the break-even point (BEP) and assess the business's profit potential. With proper management, this clay craft business is considered to have promising prospects and the potential to grow into a sustainable enterprise..  

The contemporary beverage business in Indonesia is experiencing rapid growth, driven by lifestyle changes and the influence of social media. Competition in this industry is very tight, so collaboration is the key to survival. Chatime has successfully maintained its position as the most popular contemporary beverage brand through collaboration with the music group JKT-48. This study aims to analyze Chatime's marketing strategy through collaboration with JKT 48 in increasing sales and consumer appeal. This study was conducted using a descriptive qualitative approach. Research data were obtained from the results of observations and digital reviews as well as support from various secondary literature. The results of the study indicate that collaboration with JKT48 is a successful marketing strategy, especially during the Senbatsu Sousenkyo (SSK) event, which increases sales. Chatime's collaboration with JKT48 has proven effective in increasing sales through the launch of an attractive collaboration menu, the creation of exclusive merchandise, and holding events for joint promotions. This influencer marketing strategy has succeeded in utilizing the loyalty of JKT48 fans to encourage purchases of Chatime products. The author suggests that Chatime products need to continue to innovate in creating new flavor variants and unique products to maintain their appeal amidst fierce competition. And continue to conduct market research periodically, to find out the developing trends. And maximize the use of social media for promotion and interaction with consumers, especially JKT48 fans.

The local fashion industry has experienced significant growth alongside the increasing maturity of Indonesia’s digital ecosystem. Aerostreet is one of the local fashion brands that has benefited from the advancement of digital technology. Initially a footwear brand, Aerostreet has expanded its product range to include clothing, jackets, perfumes, and more. This study aims to analyze Aerostreet’s digital marketing strategies in increasing sales. The research employs a descriptive qualitative approach, with data collected from various official databases and popular websites. In addition to statistical publications, this study also examines scientific publications related to the research problem. The findings indicate that Aerostreet has successfully implemented effective digital marketing strategies to boost sales and strengthen its position in Indonesia’s competitive fashion industry. These strategies include the optimal utilization of social media platforms such as Instagram and TikTok, as well as e-commerce platforms like Shopee, Bukalapak, Tokopedia, and Lazada. On Instagram, Aerostreet builds a positive brand image through engaging visual content, active interactions with followers, and collaborations with other brands. Through TikTok, the brand creates creative and trend-relevant content, encouraging user engagement through hashtag campaigns and challenges. Additionally, Aerostreet maximizes e-commerce by showcasing products in detail and leveraging available promotional features. This combination of strategies enables Aerostreet to reach a broad audience, build brand awareness, and drive product sales. Aerostreet’s success highlights the importance of adapting to digital trends and gaining deep insights into consumer behavior in the digital era.

This research aims to determine the Village Government's strategy in developing the Cemara Indah Beach tourist attraction, Gosong Telaga Village, North Singkil District, Aceh Singkil Regency. The type of research used is qualitative research. The sample in this research was the Cemara Indah Gosong Telaga Beach tourist attraction. The results of the research show that the Village Government's strategy in developing Cemara Indah Beach, Gosong Telaga Village, North Singkil District, Aceh Singkil Regency is more focused on creating promotional media such as creating social media such as Facebook, Instagram, WEBSite, Tiktok and Banners. This method is one of the promotional methods used. can attract the attention of visitors to visit Cemara Indah Gosong Telaga Beach. Of the various aspects that provide opinions specifically for the Gosong Telaga Village Government in the development of the Cemara Indah Beach tourist attraction, there are several inhibiting factors that researchers found from statements and those felt by the Gosong Telaga Village Government, including promotions, facilities, tickets that are too expensive for visitors, There are other tours that are still free    

This study analyzes the marketing strategy of the Nyoklat Klasik Galang franchise using a descriptive qualitative approach. The results show the implementation of the marketing mix (7P) with a focus on affordable prices, strategic locations, and digital promotions. The SWOT analysis identifies the main strengths in regional exclusivity and low prices, but constrained by the dependence on raw material supply. Opportunities are growing in the current beverage trend, while the main threat is fierce competition. 

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

This study aims to analyze the internal and external conditions of Kedai Kubo Kopi in Bandar Lampung using the SWOT approach and identify priority factors in marketing strategies to increase sales volume. A qualitative approach was used through interviews with owners, employees, and customers to obtain relevant data. The results of the SWOT analysis show that Kedai Kubo has strengths in high-quality manual brew coffee products, affordable prices, strategic location, friendly service, and attractive interior design. Its weaknesses include limited product variety, low profit margins, limited space during peak hours, dependence on digital promotions, and inadequate staff. Opportunities that can be utilized are the increasing public interest in quality coffee, potential collaboration with influencers, the growth of the coffee market in Indonesia, and the use of social media. The threats faced are competition from large coffee shops and franchises, fluctuations in raw material prices, changes in coffee consumption trends, and reputation risks due to inappropriate promotions. These findings indicate that Kedai Kubo Kopi needs to maximize existing strengths and opportunities, as well as overcome weaknesses and mitigate threats to increase sales volume effectively.  

In the midst of increasingly fierce modern market competition, traditional beverage products such as sarabba from Makassar began to enter the competitive market. This study aims to analyze the market penetration strategy of Makassar's Sarabba traditional beverage product in an effort to expand its reach and increase competitiveness in local and national markets. Sarabba, as a traditional spice-based drink, has high cultural value and economic potential but faces challenges in terms of marketing and adaptation to modern consumer tastes. The research method used is a qualitative approach with a case study, through direct observation, interviews with business actors, and documentation analysis. The results showed that the market penetration strategy implemented includes product innovation in the form of ready-to-eat packaging, utilization of digital media for promotion, and collaboration with local MSMEs and creative industry players. With the implementation of effective marketing strategies (4P), Saraba can maintain its traditional flavors while reaching new consumers in local and national markets. This research contributes to the development of marketing strategies for traditional products and suggests ways to improve the competitiveness of local products in the international market. This strategy is considered effective in increasing the visibility of Sarabba products among the younger generation and tourists. This research suggests the need for local government support in the form of training, product certification, and market access facilitation to strengthen Sarabba's existence as a competitive local culinary identity in the era of globalization.

Regional tourism development is a crucial strategy for driving local economic growth and preserving cultural heritage. However, field conditions often reveal that policy implementation does not always proceed optimally. The Sekarsari Bathing Area in Mojokerto City is one of the tourism sites targeted by development policies, yet it has not demonstrated significant impact on community welfare or tourism attractiveness. This study aims to evaluate the implementation of regional tourism development policies at the Sekarsari site using William N. Dunn’s policy evaluation theory, which includes six criteria: effectiveness, efficiency, adequacy, equity, responsiveness, and appropriateness. This research adopts a qualitative approach with a case study design. Data were collected through in-depth interviews, field observations, and document analysis from various stakeholders such as the tourism office, site managers, local businesses, and community members. The research instruments were developed flexibly and iteratively according to field dynamics. Data analysis was conducted through data reduction, data display, and conclusion drawing in an interactive manner. The findings reveal that the tourism development policy at Sekarsari has not yet yielded optimal outcomes. The main weaknesses lie in the lack of community participation, uneven distribution of economic benefits, and limited innovation and promotion. Although there have been improvements in basic infrastructure and a modest increase in visitor numbers, the policy has not been fully responsive to local needs. In conclusion, the current policy does not fully meet Dunn’s six evaluation criteria and requires revisions in both strategic planning and technical implementation. This study recommends that future tourism policies be more community-based, inclusive, and adaptive to local contexts. For future research, a mixed-methods approach involving quantitative and geospatial analysis is suggested to strengthen comprehensive evaluative evidence.    

Batik Tanah Liek is one form of Minangkabau cultural heritage that has a unique coloring process that uses natural materials in the form of clay. This study aims to analyze the business planning of Batik Tanah Liek from two main aspects, namely marketing and finance. The method used is a descriptive approach with secondary data and a five-year financial projection simulation. The marketing strategy is focused on cost-based pricing and digital promotion through social media, participation in cultural events, and partnerships with local business actors. Financial analysis includes profit and loss projections, cash flow, and break-even point (BEP) analysis. The results show that the strategy developed is able to provide significant profit growth potential and healthy cash flow. These findings indicate that Batik Tanah Liek has the potential to develop as a competitive and sustainable local fashion brand.

This activity aims to increase the business capacity of MSME actors through business management training, digital marketing, and technical assistance. The activity was held on April 16, 2025 at the Tempe Tofu Production Center, Jl. Macan Lindungan No.43 Bukit Kecil Village, Ilir Barat 1 District, Palembang, with a total of 20 traders. The methods used include initial observation, program socialization, financial management training, social media workshops, and marketing strategy assistance. The results showed that 80% of participants began to use digital platforms for promotion, 7 traders succeeded in preparing capital assistance proposals, there was an improvement in product packaging, and the formation of the "Tahu Tempe Mandiri" business group. This program has a positive impact on increasing turnover and market access. For sustainability, it is recommended that there be further training and collaboration with relevant agencies.

Sexual violence is a serious problem that has long-term impacts, especially for teenagers. This community service activity aims to increase high school students knowledge and awareness of sexual violence thorugh interactive counseling, educational videos, and group discussions. The results showed an increase in understanding, courage to voice opinions, and participants’ awareness of the risk of violence, Community education has provento be effective as a strategy to prevent sexual violence in teenagers.

This research uses a qualitative method to explore the role of digital marketing skills in enhancing the competitiveness of Islamic banking institutions in the era of digital transformation. The rapid development of information technology requires financial institutions, including Islamic banks, to adapt to digital-based marketing strategies to remain competitive in the market. Digital marketing skills such as social media management, search engine optimization (SEO), content marketing, and digital data analysis have become essential in effectively reaching customers and building strong brand awareness. This study was conducted through in-depth interviews with Islamic banking practitioners and analysis of documentation related to digital marketing strategies. The findings reveal that mastering digital marketing skills significantly helps Islamic banking institutions expand their market reach, improve customer engagement, and strengthen their competitive position in the financial industry. Moreover, the proper implementation of digital marketing also enhances promotional cost efficiency and encourages product and service innovation based on customer needs. These findings serve as a vital reference in developing more relevant Islamic marketing strategies for the current era.

This study aims to analyze the marketing strategies implemented by non-BPJS private hospitals in increasing revenue and competitiveness amidst the dominance of BPJS services in Indonesia. Private hospitals face challenges in attracting patients due to the perception of high service costs and limited public access. However, they have advantages in speed of service, modern facilities, and direct access to specialists. This study uses a literature review method with a content analysis approach to various secondary sources such as scientific journals, industry reports, and policy documents. The results of the study indicate that the implementation of a marketing strategy based on the 7P marketing mix concept (product, price, place, promotion, people, process, physical evidence), digital marketing, and customer relationship management through Customer Relationship Management (CRM) are key to increasing patient attraction and loyalty. Collaboration with private insurance also provides added value through ease of payment and access to premium health services. This study provides recommendations for hospitals in developing adaptive, holistic, and patient satisfaction-oriented marketing strategies.