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The rapid development of the digital ecosystem has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Ambon City to adopt online platform-based marketing strategies in response to changing consumer behavior that is increasingly digitally connected. This research focuses on MSME consumers in Ambon City who actively interact with local business products through digital platforms. The main problems identified include low digital marketing adoption by local MSME actors, limited empirical studies on Eastern Indonesia context, and the absence of an integrative analytical model that simultaneously tests three dimensions of digital marketing. This research aims to analyze the influence of digital marketing strategies encompassing social media marketing, paid digital advertising, and content marketing on consumer purchasing decisions of MSMEs in Ambon City. This study employs a quantitative approach with a survey design involving 100 respondents selected through purposive sampling, and data were analyzed using multiple regression analysis after passing classical assumption tests covering normality, multicollinearity, and heteroscedasticity. Results show that social media marketing has a significant effect with a regression coefficient of 0.387, paid digital advertising with a coefficient of 0.312, and content marketing with a coefficient of 0.274, all significant at the 0.05 level. Simultaneously, the three variables explain 67.1% of variation in consumer purchasing decisions with an F-count of 65.847. Social media marketing is proven as the most dominant dimension shaping consumer purchasing decisions of MSMEs in Ambon City. This research concludes that an integrated and contextual digital marketing strategy is a crucial instrument in driving MSME growth in Eastern Indonesia and recommends strengthening digital capacity of local business actors as a priority policy for regional MSME empowerment.Keywords: digital marketing; purchasing decision; MSMEs; social media; Ambon City

Gillnet fisheries play an important role in supporting the local economy and the welfare of coastal communities. However, fishermen still face challenges related to unequal access to livelihood assets and high vulnerability to external factors such as seasonal changes, catch fluctuations, market pressures, and environmental conditions. This study aimed to analyze the level of vulnerability, identify livelihood assets, and formulate strategies for sustainable livelihood development among gillnet fishing communities. The study was conducted in Margasari and Muara Gading Mas Villages in September 2025 using a mixed-method approach, combining questionnaires, in-depth interviews, and field observations. Samples were selected through purposive sampling, and data were analyzed using descriptive quantitative and qualitative methods supported by a Likert scale. The results showed that fishermen’s vulnerability is relatively high (54.5%), affecting income stability. Social (81.4%) and natural (78.7%) assets are relatively strong, while human (38.6%), physic (48.3%), and financial (43.20%) assets remain relatively low. Limited education, lack of training, and restricted access to financial resources are the main constraints, leading to low adaptive capacity and limited livelihood diversification. Recommended strategies include improving human resource capacity, strengthening access to financial capital, and developing livelihood diversification based on local potential. These efforts are expected to enhance household economic resilience and support sustainable livelihoods among gillnet fishing communities.

This study aims to analyze the effect of green accounting and carbon emission disclosure on firm value in palm oil sector issuers listed on the Indonesia Stock Exchange (IDX) and participating in the PROPER program during the 2020–2024 period. Green accounting is proxied using the PROPER rating, which reflects a company's environmental management performance, while carbon emission disclosure is measured based on the level of carbon emission disclosure in the company's annual report or sustainability report. This study uses a quantitative approach with panel data regression analysis. The sampling technique used was purposive sampling, with the criteria being palm oil companies listed on the IDX, participating in PROPER, and consistently publishing annual reports throughout the study period. The data used are secondary data obtained from financial reports, sustainability reports, and official publications related to PROPER. The results are expected to show that the implementation of green accounting has a positive effect on firm value, as it reflects the company's commitment to sustainability and increases investor confidence. Furthermore, carbon emission disclosure is expected to have a positive effect on firm value, depending on market perception and the quality of environmental information disclosure. This research is expected to contribute to the development of environmental accounting literature and serve as a reference for regulators, investors, and company management in improving transparency and environmental performance to create sustainable corporate value.

Attention mechanisms have been widely incorporated into recurrent neural network architectures for financial time series forecasting, with most prior work reporting improvements in price-level error metrics. This study revisits that claim through a controlled empirical comparison of four deep learning architectures on nearly two decades of Telkom Indonesia (TLKM) closing price data from the Indonesia Stock Exchange (IDX). The models evaluated are a three-layer Gated Recurrent Unit (GRU) baseline, a comparable Long Short-Term Memory (LSTM) network, a Bahdanau end-attention GRU (Attn-GRU-V2), and a multi-head self-attention GRU hybrid (Attn-GRU-V3). Each architecture is trained over 30 independent runs with distinct random seeds, and performance is reported as 95% confidence intervals derived from the t-distribution. Statistical comparisons employ the Wilcoxon signed-rank test, a nonparametric paired test appropriate given the confirmed non-normality of residuals. The main finding is a consistent trade-off: the plain GRU achieves the lowest RMSE (94.02 ± 1.22 IDR) across all 30 runs, while Attn-GRU-V2 achieves the highest directional accuracy (45.91 ± 0.09%), surpassing GRU in every independent run. Bahdanau attention weights are nearly uniform across the 30-day lookback window (coefficient of variation: 3.21%), indicating that the mechanism cannot identify selectively informative timesteps in this univariate price series. This finding is consistent with the weak-form Efficient Market Hypothesis for the Indonesian market. An ablation study reveals that a 20-day lookback window maximizes directional accuracy (47.72 ± 0.21%) for the Attn-GRU-V2 model. These results suggest that Bahdanau end-attention consistently and significantly improves directional accuracy relative to a plain GRU baseline, providing an architecturally attributable advantage for direction-based applications, even when absolute price-level error is not reduced. The directional accuracy values remaining below 50% across all models are consistent with a weak-form efficiency characterization of the Indonesian market.

The manufacturing industry in Indonesia has experienced rapid growth along with the increasing demand from society for various industrial products. This condition encourages manufacturing companies to improve productivity, product quality, and production process efficiency in order to compete in the global market. One of the efforts that companies can undertake is the consistent implementation of Standard Operating Procedures (SOP) at every stage of the production process. This activity aims to determine the implementation of SOP in the emboss production process at PT Nikomas Gemilang and to examine its influence on the work efficiency of operators. The method used in this activity is a qualitative descriptive method with a participatory approach. Data collection was carried out through observation, direct work practice, and documentation during the implementation of the internship program (Kuliah Kerja Praktik/KKP). The results of the activity indicate that the implementation of SOP in the emboss production process has been carried out through several stages, namely the preparation stage, machine operation stage, and production result evaluation stage.

Community service at Toko Entus Collection aimed to improve operational efficiency and sales through the implementation of a digital system. Students actively participated in managing social media, online promotions, and digital stock monitoring. Observations showed that digital media can disseminate product information widely, enhance consumer interaction, and support sales growth. Challenges included limited digital knowledge of the store manager, limited time for promotions, and inconsistent consumer responses. Direct guidance, socialization of digital media use, and adjustment of promotional strategies helped overcome these challenges. Students’ hands-on experience allowed the application of digital marketing theory to real business situations, while store managers benefited from improved operational performance. Therefore, this community service provides dual benefits: practical learning for students and increased competitiveness for SMEs.

Whiteleg shrimp (Litopenaeus vannamei) is a leading commodity in aquaculture in Indonesia due to a number of advantages such as disease resistance, rapid growth, high survival rate, and feed conversion efficiency. Whiteleg shrimp contributes significantly to Indonesian fisheries exports, reaching 38.98% in 2021. To meet high market demand, increasing the productivity and quality of whiteleg shrimp is very important, where the quality of the shrimp is influenced by the quality of the fry. Good management, including selecting quality broodstock, proper handling of eggs and nauplii, and maintaining optimal water quality, is very important in producing quality whiteleg shrimp fry. This study aims to determine the effect of temperature on the growth length and life expectancy of whiteleg shrimp nauplii. The study was conducted using a completely randomized design with three different temperature treatments (26°C, 29°C, and 32°C). The whiteleg shrimp nauplii used had an average size of 328.24mm obtained from PT. Delta Windu Purnama Situbondo. The water quality parameters used are Temperature, pH, salinity, and DO. Delta Windu Purnama Situbondo. Data were analyzed using SPSS 16.

Penelitian ini menganalisis pengaruh Marketing Good Governance (MGG) terhadap efektivitas program pelatihan dan pengembangan karier karyawan, dengan pelatihan sebagai variabel mediasi. MGG dipng sebagai pilar strategis yang mengintegrasikan etika pemasaran dengan manajemen sumber daya manusia. Dengan pendekatan kuantitatif berbasis SEM-PLS, penelitian ini melibatkan 150 responden dari industri FMCG, jasa keuangan, dan teknologi informasi. Hasil menunjukkan bahwa MGG berpengaruh signifikan terhadap program pelatihan (β=0.645) dan pengembangan karier (β=0.324), serta pelatihan memediasi hubungan tersebut secara kuat (β=0.334). Temuan ini menegaskan bahwa tata kelola pemasaran yang transparan, akuntabel, dan adil tidak hanya meningkatkan reputasi eksternal perusahaan, tetapi juga memperkuat kompetensi internal dan kejelasan jalur karier karyawan. Kebaruan penelitian ini terletak pada integrasi disiplin pemasaran strategis dan manajemen SDM, yang menempatkan pelatihan sebagai jembatan antara tata kelola dan keberlanjutan karier. Implikasi praktisnya, perusahaan perlu menyinergikan kebijakan HR dan marketing berbasis tata kelola untuk menciptakan budaya kerja etis, meritokratis, dan berkelanjutan.  

This study aims to analyze the contribution and potential of the Lampung Province tourism sector to national economic growth in the 2020-2025 period. Using a quantitative descriptive approach using the Location Quotient (LQ) and Shift Share methods, this study processes secondary data on Gross Regional Domestic Product (GRDP) at constant prices from the Central Statistics Agency. The analysis shows that although Lampung's macroeconomic performance is still dominated by the primary sector, the tourism sector, particularly the accommodation and food and beverage subsector, has demonstrated post-pandemic resilience with a significant positive growth trend. In 2024, the GRDP value of this subsector at the provincial level reached IDR 4,616.76 billion, with strategic areas such as Bandar Lampung City confirming the accommodation sector as a base sector (LQ > 1) with a high competitive advantage. The integration of a creative economy based on local wisdom, such as the use of Tapis cloth and digital marketing, has been proven to increase the attractiveness of destinations, capable of driving the volume of domestic tourist trips to reach 17.87 million trips by 2024. This finding confirms that Lampung's tourism sector is not only a regional economic driver, but also makes a substantial contribution to national income through a multiplier effect on job creation and increasing domestic foreign exchange. Optimizing collaboration between policymakers and accelerating infrastructure development are key to strengthening the strategic position of Lampung tourism in the future.

The development of the cosmetics industry has had both positive and negative impacts on consumers, particularly in Medan City. The high demand for cosmetics has driven irresponsible business actors to produce and distribute cosmetics without distribution permits from the National Agency of Drug and Food Control (BPOM). This study aims to analyze the role of BPOM in supervising illegal cosmetics, examine criminal sanction enforcement, and identify obstacles faced by PPNS investigators at BBPOM Medan. A qualitative empirical juridical approach with field research method was used, employing in-depth interviews, observation, and documentation. The primary informant is the Head of BBPOM Medan. Results show BPOM supervises through pre-market and post-market control, enforcement, and public education. Criminal sanctions under Article 435 of Law No. 17 of 2023 impose up to 12 years imprisonment or Rp5 billion fine. Key obstacles include limited investigator legal expertise, budget constraints, low public participation, fleeing suspects, and files returned by prosecutors. Strengthening investigator capacity, improving inter-agency coordination, and increasing public awareness are urgently needed.

Culinary MSMEs play a crucial role in supporting the regional economy, including in Kolaka Regency, Southeast Sulawesi. However, sole proprietorships in this sector still face significant challenges, particularly related to limited access to capital. This study aims to explore the relationship between limited capital and the sustainability of sole proprietorships in the culinary sector in Kolaka Regency, considering influencing factors such as family support, local government policies, and local market dynamics. This study employed a qualitative approach with a case study method. Data were obtained through in-depth interviews, field observations, and documentation. Informants were purposively selected from sole proprietorships in the culinary sector who had been operating their businesses for at least two years. The results show that limited capital is not only a simple financial barrier but also directly impacts the business's ability to innovate, maintain product quality, expand market reach, and survive competition. Most entrepreneurs rely on personal capital and informal loans from family, while access to formal financial institutions remains very limited due to complicated administrative procedures and low financial literacy. Business sustainability is heavily influenced by personal adaptation strategies, community support, and the gradual building of customer trust. This study recommends strengthening financial literacy, simplifying credit access procedures, and enhancing local government involvement in building a more environmentally friendly business ecosystem for local culinary MSMEs.

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.

Liquidity management is an important aspect in maintaining the operational stability of Islamic banking. Inadequate liquidity management can affect a bank’s ability to fulfill its short-term obligations and reduce public trust in banking institutions. This study aims to examine the basic concepts of liquidity management, liquidity management practices, and the various challenges faced by Islamic banks in maintaining financial stability. The study employed a qualitative method using a literature review approach through the examination of various sources, including books, scientific journals, and research articles relevant to the topic. The collected data were analyzed descriptively to obtain a systematic understanding of liquidity management in Islamic banking. The findings indicate that liquidity management in Islamic banks is carried out through asset and liability management, fund collection, financing distribution, and the implementation of GAP management. In addition, Islamic banking faces several challenges, including the limited availability of Islamic money market instruments, imbalance between assets and liabilities, risks of massive customer withdrawals, and changes in economic conditions and regulations. Therefore, adaptive liquidity management strategies based on prudential principles are required to maintain operational stability and ensure the sustainability of Islamic banking institutions.

The development of digital technology has brought significant changes to product marketing and advertising patterns, particularly through social media platforms such as Instagram, which enable the rapid and wide dissemination of information. On the one hand, digitalization provides opportunities for business actors to promote their products in a more creative and interactive way. On the other hand, it also creates the potential for advertisements that may mislead consumers. In practice, there are still business actors who promote products that do not correspond to their actual conditions. Such misinformation can cause losses and raise issues related to consumer rights and the responsibilities of business actors. This study also analyzes dispute resolution related to misleading advertisements on social media. The method used is doctrinal legal research with a statutory approach (statute approach) and a case approach. The results of the study indicate that there are still advertising business actors who neglect consumers’ rights to truthful information about product conditions, and who fail to fulfill their obligations of good faith, providing accurate and honest information, and complying with standards stipulated in laws and regulations. Therefore, it is necessary to strengthen supervision of the implementation of advertising ethics and enforce stricter law enforcement so that consumer rights can be protected and advertising practices on social media can be carried out responsibly.

The development of information and communication technology has significantly transformed consumer behavior, particularly in the process of searching for information prior to making a purchase. One rapidly growing phenomenon is Electronic Word-of-Mouth (eWOM), which refers to informal communication among consumers through digital platforms such as social media, online forums, and product review websites. eWOM is considered more credible than traditional advertising because it originates from real user experiences. This study aims to analyze the impact of eWOM on consumer purchase intention with trust as a mediating variable. A quantitative approach with a cross-sectional survey design was employed, involving active users of digital platforms who accessed product reviews before purchasing. Data were collected via online questionnaires and analyzed using multiple regression and mediation testing (Baron and Kenny approach with Sobel test). The findings reveal that eWOM has a positive and significant effect on consumer trust (β = 0.72) and directly influences purchase intention (β = 0.31). Trust demonstrates a stronger effect on purchase intention (β = 0.56) and serves as a significant mediator in the relationship between eWOM and purchase intention (indirect effect = 0.40). These results highlight that the quality, credibility, and consistency of eWOM information are crucial in building consumer trust, which subsequently enhances purchase intention. Theoretically, this study enriches digital marketing literature, while practically it provides implications for companies to manage online reviews transparently and foster consumer trust to drive purchasing decisions.

This study aims to analyze the role of digital transformation in strengthening competitive advantage and resilience of highland tourism villages in Central Java. Highland tourism villages face increasing competition, environmental vulnerability, and market uncertainty, requiring adaptive and innovation-driven strategies. Digital transformation is considered a strategic instrument to enhance destination competitiveness, expand market access, and improve institutional resilience. This research employs a quantitative approach using Structural Equation Modeling (SEM-PLS) to examine the relationships among digital transformation, competitive advantage, and tourism village resilience. The study was conducted in selected highland tourism villages in Central Java, including [insert village names if needed]. Data were collected through structured questionnaires distributed to tourism village managers, local stakeholders, and community representatives. The findings indicate that digital transformation has a significant positive effect on competitive advantage and resilience. Furthermore, competitive advantage partially mediates the relationship between digital transformation and tourism village resilience. These results suggest that digital adoption, digital marketing integration, and digital governance practices are critical in strengthening sustainable tourism development in highland areas. The study contributes to the literature on digital tourism transformation and provides managerial implications for policymakers and tourism village managers in developing adaptive and resilient tourism ecosystems.

The increasing competition in the healthcare industry requires hospitals to establish effective relationship strategies to enhance patient loyalty. This study aims to examine the effect of Customer Relationship Management (CRM) on patient loyalty, with brand salience and customer engagement behavior (CEB) as mediating variables. The research adopts a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 155 outpatients at Cengkareng General Hospital (RSAR) who had experienced CRM-related services, using a structured questionnaire measured on a four-point Likert scale. The findings reveal that CRM has a significant positive effect on brand salience, customer engagement behavior, and patient loyalty. Among these relationships, CRM demonstrates the strongest influence on customer engagement behavior, indicating that relationship-based strategies effectively encourage active patient involvement. Furthermore, customer engagement behavior significantly affects patient loyalty, suggesting that patients who are more engaged—through feedback, recommendations, and participation—are more likely to develop stronger loyalty toward healthcare providers. In contrast, brand salience does not have a significant effect on patient loyalty, indicating that brand awareness alone is insufficient to drive loyalty in the healthcare context. Mediation analysis shows that customer engagement behavior partially mediates the relationship between CRM and patient loyalty, whereas brand salience does not act as a mediator. These results suggest that CRM enhances patient loyalty not only directly but also indirectly through strengthening engagement behavior. This study contributes to healthcare marketing literature by integrating relationship marketing and customer engagement perspectives, highlighting engagement as a more critical mechanism than brand salience in fostering sustainable patient loyalty.

The rapid acceleration of the digital economy has positioned Micro, Small, and Medium Enterprises (SMEs) at a strategic crossroads. This study investigates the impact of digital marketing and social media marketing on the performance of SMEs in Binjai, North Sumatra, while exploring the mediating role of Electronic Word of Mouth (e-WOM). Utilizing a quantitative approach with a sample of 182 SME owners, data were analyzed using multiple linear regression and path analysis via SPSS 26. The findings demonstrate that digital marketing and social media marketing initiatives significantly and positively influence business performance, accounting for 54.2% of the variance. Notably, social media marketing emerged as the most dominant predictor, fostering high levels of customer engagement. Furthermore, path analysis reveals that e-WOM serves as a critical mediator; effective social media strategies stimulate authentic digital testimonials, which subsequently enhance consumer trust and sales volume. This research concludes that for SMEs in emerging local markets like Binjai, the orchestration of digital reputation through e-WOM is fundamental to achieving sustainable competitive advantage in an increasingly volatile digital landscape.

This community service activity aimed to enhance the economic competitiveness of rural communities through inventive entrepreneurship methods. The program was implemented in Batu Putih Village, Mallawa District, Maros Regency, involving 25 participants consisting of MSME actors, housewives, and youth organization members. It was designed as a community empowerment program based on local potential and integrated with digital technology. A participatory approach was applied by involving participants in identifying local resources, exploring business opportunities, developing business ideas, and implementing marketing strategies. The activity stages included mapping local economic potentials, providing entrepreneurship training focused on creativity and innovation, assisting business digitalization through social media and online marketplaces, and evaluating participants’ capacity improvement. Participants were also introduced to basic business management, product packaging, and digital marketing strategies to strengthen product competitiveness. The results showed a significant increase in participants’ entrepreneurial understanding and skills, as reflected in the improvement of test scores from 48% in the pre-test to 87% in the post-test. In addition, 70% of participants successfully developed new products based on local potential, while 60% were able to market their products online. Three new businesses were also established by utilizing local resources sustainably. Overall, inventive entrepreneurship methods proved effective in increasing creativity, productivity, and economic independence among rural communities.

The rapid growth of digital marketing has increased the demand for a competent workforce, while many vocational school teachers still face limitations in both theoretical understanding and practical implementation of digital marketing practices. This community service program aimed to strengthen the digital marketing competencies of 15 teachers at SMKN 1 Purwokerto through workshops facilitated by certified lecturers and industry practitioners. The program applied a participatory and collaborative approach consisting of needs analysis, workshop sessions, curriculum realignment, industry-based module development, and continuous mentoring over six months. The findings showed significant improvements in teachers’ competencies, with an 82.6% increase in digital marketing comprehension scores, rising from 45.3 to 82.6. In addition, all participating teachers successfully mastered innovative lesson planning and the implementation of digital marketing tools in classroom learning. The program also produced eight validated industry-based learning modules, exceeding the initial target. Furthermore, 87% of teachers who were interested in professional certification successfully obtained certification. The results indicate that collaboration between academics and industry practitioners effectively enhances vocational teachers’ competencies and provides a replicable model for improving the quality and industry relevance of vocational education in the digital era.