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Business legality is a very important component in the development of micro, small, and medium enterprises (MSMEs). Business legality provides MSME players with legal protection, easier access to financing, and greater opportunities for growth. The Business Identification Number (NIB) is the official identity of business actors used to obtain business licenses and commercial or operational permits through an integrated electronic licensing system, namely Online Single Submission (OSS). The objective of this community service program is to increase the understanding and awareness of MSME actors in Kelayu Selatan Village, Selong District, East Lombok Regency, regarding business legality, particularly the creation of an NIB. To support more efficient assistance tailored to the needs of each business operator, this activity was conducted door-to-door and included several stages, such as observation and data collection on MSMEs, dissemination of information on the importance of business legality, assistance in creating OSS accounts, and assistance in the application process until the issuance of the NIB. The results of the activity showed an increase in awareness and knowledge about the importance of business legality. It is hoped that this program will encourage MSMEs to transform into formal businesses that are competitive and sustainable.

This study discusses the phenomenon of digital entrepreneurship in the era of global climate awareness, focusing on the integration of artificial intelligence (AI) ethics, sustainable technology, and green innovation. The main issues raised are the fragmentation of analysis between digital business ethics, green economic opportunities, and technological challenges such as greenwashing, high AI energy consumption, and the digital divide. The purpose of this study is to formulate an interdisciplinary framework that combines ethical, technological, and sustainability dimensions to strengthen the role of digital entrepreneurs in achieving low-carbon development. The methods used include critical literature analysis, bibliometrics of 200 publications (2018-2025) using VOSviewer, and fuzzy logic-based simulations using the UNESCO AI ethics framework (2021) and the sustainable business model of Bocken et al. (2014). The results show four main research clusters: AI for Sustainable Innovation, Ethical Digital Business, Blockchain for Green Supply Chain, and Circular Digital Economy. The application of AI ethics increases the efficiency of green business decisions by up to 20%, consumer trust by 17%, and MSME participation by 14%. The synthesis of findings confirms that AI ethics acts as a conceptual mediator that strengthens the link between technological innovation and sustainability. In conclusion, ethical digital entrepreneurship has great potential as a driving force for Indonesia's green economy, but it requires digital ethics audit policies and the adoption of low-carbon technologies to address ethical and environmental risks in the AI era.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

This research seeks to examine the policy of strengthening Micro, Small, and Medium Enterprises (MSMEs) via the Pejuang Muda initiative to boost local economic competitiveness in Surabaya City. The initiative showcases a partnership between local governments, universities, and communities, emphasizing capacity enhancement through mentoring, training, and digitalization of businesses. This study utilized a qualitative approach through a case study method. Data were gathered via thorough interviews with representatives from the Department of Cooperatives and MSMEs, Pejuang Muda participants, and supported business owners. The results indicate that the program notably enhanced managerial capabilities, product innovation, and market accessibility for MSMEs. Additionally, collaboration across sectors has enhanced the program’s sustainability and fostered a responsive local economic ecosystem to adjust to global market shifts. Nonetheless, obstacles persist in consistent policy and sustainable funding strategies. In general, the Pejuang Muda initiative exemplifies empowerment by merging social, educational, and economic principles within a local development framework centered on self-sufficiency and youth engagement. The research suggests implementing the program in additional areas with improved inter-agency collaboration, supportive policy measures, and fortified digital infrastructure to guarantee the ongoing sustainability of local economic development.

The primary purpose of this activity is to enhance the capabilities of micro, small, and medium enterprises (UMKM) in managing wet cake production in a more hygienic and efficient way in order to generate products with higher market value. The skill development emphasizes technical improvements in the production process by prioritizing cleanliness, food safety, and consistent quality, as well as increasing efficiency in the utilization of raw materials and labor. This activity was implemented for UMKM operating under Dynala Food in Gentengan Hamlet, Padang Village, Singojuruh District, Banyuwangi. In addition to production aspects, the program also aims to strengthen marketing strategies at both local and digital levels, enabling tofu and wet cake products to be more easily accessed by consumers. The implementation was conducted through door-to-door visits and direct field observations. The program stages included socialization, hands-on training, technology application, mentoring, evaluation, and achievement of program objectives. Focus Group Discussions (FGDs) were conducted to identify challenges, formulate concrete action plans, and support the adoption of technology and digitalization in business development.

The rapid development of information and technology brings changes in many fields. One of them is in the field of trading which is now carried out online through marketplace. Price discount, E-Trust, and E-Satisfaction are three aspects that play an important role in online business. Therefore, this research was conducted to understand and analyze the impact of Price Discount, E-Trust, and E-Satisfaction on Repurchase Intention in Shopee Marketplace among the students of DIV Marketing Management Study Program class of 2019-2020. This research was a quantitative research. There were three measurements used in this research, namely Price Discount, E-Trust, and E-Satisfaction with Repurchase Intention. The sample obtained by applying nonprobability sampling technique with purposive sampling approach. In analyzing the data, the researcher used descriptive analysis, validity test, reliability test, classical assumption test, multiple linear regression test, coefficient of determination, and hypothesis testing. The result of data analysis shows that, there is an impact between Price Discount, E-Trust, and E-Satisfaction with Repurchase Intention on the customers of Shopee marketplace partially or simultaneously. In conclusion, to increase Shopee customers’ loyalty, the marketplace must be aware that price discount, trust, and satisfaction of customers become the most important aspects that determine the marketplace's success.

The high-value horticulture sector has gained increasing attention in modern agricultural development, particularly in the cultivation of premium melon through greenhouse and fertigation systems. The Satria Tani Hanggawana Cooperative has initiated premium melon farming to enhance members’ income; however, investment decisions in high-value commodities require a comprehensive financial feasibility assessment to ensure business sustainability. This study aims to analyze the financial feasibility of premium melon farming by examining production costs, revenue, income, and financial efficiency indicators. Using a descriptive method with qualitative and quantitative approaches, the research was conducted through direct observation and interviews in two active greenhouses. The results show that the total production cost for one planting season reached Rp20,413,750, dominated by variable costs, reflecting the intensive input requirement to maintain product quality. The total revenue of Rp33,950,000 generated a net income of Rp13,536,250, indicating that the enterprise is financially profitable. The R/C Ratio of 1.67 confirms that the business operates efficiently, while the B/C Ratio of 0.67 indicates that net benefits remain below total costs due to reduced production caused by pest disturbances. The break-even analysis further shows that actual production far exceeded the minimum threshold required to avoid losses. Overall, the findings demonstrate that premium melon farming is financially viable, yet improvements in cost management, production monitoring, and greenhouse operational efficiency are essential to enhance profitability and long-term sustainability for the cooperative.

Low interest among the younger generation in local culture, particularly in traditional weaving skills, remains a significant concern in the city of Tarakan. Yet, weaving is one of Indonesia’s cultural heritages with high artistic and economic value. In response to this issue, a weaving training program was conducted at Jl. Pangeran Diponegoro RT 23 RW 08, Sebengkok Subdistrict, Central Tarakan, with the aim of fostering cultural appreciation among youth while equipping them with productive skills. The activity was held on September 13, 2025, from 13:00 to 16:00 Central Indonesian Time (WITA), at the home of a local resident in Sebengkok. The participants consisted of six male students from grade 10 of a vocational high school and four adult female participants. The methods employed in this program included cultural education, hands-on weaving practice, and documentation. This community engagement activity reflects a comprehensive approach to cultural preservation while also opening economic opportunities for the local community. The program included the introduction of weaving's cultural values, basic skill training, small-scale business mentoring based on woven products, and community development efforts..

This community service activity aims to enhance digital literacy and digital entrepreneurship skills among teachers and students (santri) at Pondok Pesantren Al Ittihad Darunnajah. The main issue faced by the partner institution is the low level of understanding in utilizing digital technology as a medium for business development. Using a Participatory Action Research (PAR) approach, the program was carried out through stages of observation, planning, training, and evaluation, employing lectures, discussions, and hands-on practice with digital platforms. The results show a significant improvement in participants’ understanding of digital entrepreneurship, online marketing, and technology-based business management. Participants were able to apply basic skills such as creating e-commerce accounts, promoting products, and managing simple financial records. Overall, this program successfully fostered student independence and economic empowerment through the utilization of digital technology and strengthened the role of the pesantren as a center for modern entrepreneurial development.

This research compares legal entity licensing systems in Indonesia and other ASEAN member states in response to the growing need for regulatory harmonization and improved ease of doing business within the region, particularly after ASEAN economic integration accelerated cross border investment activities. Differences in administrative requirements, processing duration, and the level of digitalization among countries often create barriers for business expansion, making a comparative assessment essential to understand Indonesia’s current position and identify potential improvements. The main objective of this study is to analyze the characteristics of Indonesia’s legal entity licensing system by comparing it with ASEAN countries that have adopted more advanced administrative reforms, while also evaluating how regional best practices can inform national policy development. The study applies a qualitative method using a descriptive comparative approach, focusing on regulatory frameworks, institutional arrangements, levels of digital integration, and indicators related to ease of doing business. The results show that although Indonesia has introduced electronic licensing systems, several challenges remain, including uneven implementation, overlapping institutional authority, and variations in service quality across regions. In contrast, countries such as Singapore and Malaysia have established licensing systems that are more integrated, transparent, and oriented toward user needs, resulting in greater legal certainty for investors. These findings highlight the importance of strengthening regulatory alignment, improving digital system integration, and enhancing institutional capacity so that Indonesia can reach efficiency levels comparable to its regional counterparts and contribute to a more competitive and sustainable ASEAN business environment.

This community service program aims to provide management assistance to micro and small batik industries in optimizing digital platform and social media-based marketing. This allows these micro and small batik industry players to reach a wider network and ensure their business sustainability in the future after the pandemic. This community service program uses a qualitative descriptive approach, which aims to capture the real-world conditions related to the management of batik industry players in Mojokerto. This mentoring program was attended by micro and small batik industry players, primarily small and craft industries, including 10 batik artisans and industry managers residing in Mojokerto. The mentoring method was implemented through four stages: a) identifying mentoring needs for micro and small batik industry players, b) selecting management literacy priorities, c) designing a management literacy mentoring program, and d) implementing the management mentoring program for micro and small batik industries. The management mentoring program indicates that micro and small batik industry players require ongoing marketing and business development management mentoring. After entering the COVID-19 pandemic, batik industry players in Mojokerto have not been able to recover to pre-COVID-19 levels in 2019. The management mentoring program includes four stages: a) delivering material on the role of management, business sustainability, business problems, and formulating solutions; b) identifying relevant management problems discussed in a focus group discussion; c) mentoring on marketing aspects and optimizing the role of cooperatives within batik industry groups; d) mentoring on business sustainability management through digital business optimization. Through this structured management mentoring program, micro and small batik industry players will be able to improve their management and business management.

This study examines the differences between Micro, Small, and Medium Enterprises (MSMEs) and large corporations in utilizing e-commerce platforms for digital promotion, particularly through collaborations with influencers. The rapid development of digital technology has reshaped business competition and created unequal access to market opportunities, where corporations benefit from strong financial capacity, formal contractual structures, and comprehensive legal compliance, while MSMEs often struggle with limited resources, inconsistent product legality, and informal promotional arrangements. This research aims to analyze comparative practices in digital promotion between the two business scales and evaluate how regulatory frameworks support digital fairness for MSMEs within Indonesia’s e-commerce ecosystem. Using a qualitative method that combines literature review and in-depth interviews with three influencers, the study reveals significant distinctions in collaboration patterns, compensation systems, marketing flexibility, and legal assurance. The findings indicate that MSMEs exhibit higher adaptability and openness toward emerging creators, whereas corporations demonstrate stronger professionalism but lower responsiveness due to bureaucratic structures. The research further highlights persistent digital inequality shaped by differences in legal awareness, operational capacity, and marketing strategy. These findings imply the importance of enhancing MSME digital literacy, strengthening contractual governance, and improving regulatory responsiveness to ensure equitable participation in the digital market. Strengthening cooperative efforts between government, digital platforms, and influencer communities is essential for building a fairer and more inclusive e-commerce environment.

Changes in the lifestyles of the younger generation in Padang City have significantly contributed to the growth of the culinary and entertainment sectors, especially in services for birthday celebrations and small banquets presented in aesthetic and personalized packages. In this highly competitive culinary business, a strong branding strategy is essential for building a recognizable brand image and attracting consumers. Improving product quality and quantity, diversifying offerings, and providing a wide variety of products are critical for creating added value and expanding market share. Equally important, effective promotion enables companies to communicate with consumers, influence purchasing decisions, and strengthen brand loyalty. The general equilibrium concept offers a framework to understand how interconnected markets respond to changes in supply, demand, and consumer preferences, highlighting the need for businesses to continuously evaluate and adapt their strategies. This study emphasizes that success in Padang City’s bakery and culinary service industry depends on the integration of branding strategies, ongoing product development, and targeted promotional efforts, ensuring competitiveness, customer satisfaction, and sustainable business growth.

Fortuna Furniture still manages its inventory manually, which causes many problems, including delayed reports, inaccurate information, and the potential for lost records. These issues affect the quality of decision-making and operational efficiency. This service aims to build a web-based inventory information system that improves speed, accuracy, and integration in inventory management. The system development process follows the Waterfall model SDLC approach, with requirements analysis, design, implementation, and testing supported by interviews, observation, and documentation. The results of the activity show that the developed system can reduce input errors, speed up the process of recording incoming and outgoing goods, and enable real-time stock monitoring. Additionally, the report generation process becomes more efficient and easier for management to access. Overall, the use of this information system significantly improved the efficiency of Fortuna Furniture's inventory management and demonstrated the importance of digitalization in helping businesses run more smoothly.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economic development. However, many MSMEs still face challenges in managing financial records and adapting to digital marketing, including the Cilor Maklor MSME in Argomulyo Village. The Cilor Maklor MSME in this location is one of the micro-enterprises that requires capacity building in both aspects. The main objective of this community service is to assist the Cilor Maklor MSME in understanding and implementing simple financial record-keeping methods and in improving its marketing capabilities through digital marketing, so that the MSME can adapt to current developments and expand its market reach. The method used in this activity includes three stages, namely: 1) MSME Survey, 2) Training and Mentoring, and 3) Evaluation. The results of the community service show an increase in MSMEs' knowledge, understanding, and skills in recording simple financial reports and in marketing products through digital platforms. In addition, this community service activity also has a positive impact on business capacity development and the sustainability of MSMEs.

Global economic developments show the acceleration of the adoption of circular business models, where resource efficiency and waste reduction are the main focuses to answer sustainability demands and SDGs targets. Although this trend is strengthening globally, MSMEs, especially those based on family businesses, are still lagging behind in their implementation, even though digitalization is increasingly opening up opportunities for operational optimization and innovation. The urgency of this research arises from the need to understand how the digital mindset and transformation of family business management can accelerate the readiness of MSMEs in implementing circular business practices. The novelty of this research lies in the integration of the three strategic concepts into a single analytical framework through the Systematic Literature Review (SLR), a perspective that has rarely been combined in previous studies. With the SLR method based on the PRISMA protocol, this study shows that MSMEs already have a strong foundation in the digital mindset, including technology readiness, innovation orientation, and adaptation of digital business models. Family business values have also been proven to support business continuity through knowledge transfer and long-term investment. However, the implementation of circular business practices is still weak, especially in resource cycle management, sustainable product design, and environmental impact measurement. The implication is that the synergy of digital mindset and family business governance can strengthen the transition of MSMEs to a circular economy that directly supports the achievement of the SDGs, especially in the areas of sustainable consumption-production and industrial innovation.

The community service program in Purworejo Village, Sragi District, Pekalongan Regency, was implemented to enhance the capacity of local MSME actors in utilizing digital technology as a modern marketing tool. The program adopted a participatory approach involving youth organizations, business actors, village authorities, and the implementation team in every stage of the activity. Assistance included field observation, data collection, content development training, and the creation of a dedicated MSME website as a shared promotional platform. The results indicate significant social changes within the community, including improved digital literacy, stronger awareness of the importance of technology-based marketing, the emergence of local youth as digital facilitators, and the development of collaborative working patterns in managing digital media. These findings reinforce that participatory-based mentoring can strengthen community capacity in adopting technology, consistent with theoretical perspectives that position the community as key agents of local development. Therefore, the program not only produced a functional digital product in the form of an MSME website but also laid the foundation for a more adaptive, competitive, and sustainable village economic ecosystem..

Research on business negotiation is becoming increasingly relevant amid the dynamics of globalization, digitalization, and intense competition that require organizations to have adaptive communication and collaboration strategies. Negotiation no longer serves only as a means of reaching agreement, but also as a strategic mechanism for creating added value, building long-term relationships, and mitigating business risks. This study aims to systematically examine the definitions, principles, functions, and objectives of negotiation based on international and national academic literature from 2015 to 2025. The research approach uses a Systematic Literature Review (SLR) to identify conceptual patterns, research trends, and developments in negotiation theory. The results of the study show that modern negotiation emphasizes the creation of shared value through an integrative approach, strengthening communication, and utilizing digital technology in the decision-making process. In addition, differences in orientation were found between Western negotiation, which is more transactional, and the Indonesian context, which emphasizes relationship harmony and sustainable collaboration. This study provides a theoretical contribution in the form of a comprehensive mapping of the development of the concept of negotiation, as well as practical contributions for business actors in designing effective, adaptive negotiation strategies that are relevant to contemporary business needs.

Food-based micro, small, and medium enterprises (MSMEs) play a crucial role in supporting household economic growth, including in Sialang Village, Bangkinang Subdistrict. One of the local businesses, “Keripik Cabe dan Mie Kuning Bu Inun,” produces cassava chips using traditional frying methods, which result in high oil absorption, inconsistent quality, short shelf life, and low production efficiency. Limited knowledge of food processing technology, sanitation, and food safety standards further hinders business development. This community service program aims to address these challenges through the application of low-oil frying technology, training on Good Manufacturing Practices (GMP), production assistance, and periodic evaluation. The implementation method includes field observation, technical training, technology demonstration, production mentoring, and monitoring. The results show significant improvements in product quality, indicated by lower oil content, crispier texture, brighter color, and longer shelf life. Efficiency in oil usage and process stability also increased. Moreover, the knowledge and skills of MSME actors in sanitation, food safety, and production management improved considerably. Overall, the program successfully enhanced the competitiveness of the MSME, strengthened production sustainability, and provided positive economic impacts. This initiative can serve as a replicable model for other food MSMEs facing similar challenges.

This study aims to analyze Indibiz Bogor’s digital marketing strategy in enhancing brand awareness through the use of Instagram Reels, with a specific focus on the role of content creators in planning, producing, and optimizing short-video content. As social media increasingly becomes a primary promotional channel, businesses are required to produce creative and relevant content capable of attracting and engaging audiences effectively. This research employs a qualitative approach, with data collected through observation, interviews, and documentation conducted during October–November 2025. The findings show that content creators play a strategic role in idea development, trend analysis, audience needs identification, and producing visual materials that align with Indibiz’s brand identity. Instagram Reels are proven effective in increasing audience engagement, expanding reach, and strengthening brand perception across digital platforms. However, several challenges persist in the production process, including suboptimal internal coordination, sudden concept revisions, and limited production time. These findings highlight the importance of more structured content planning, improved team communication, and consistent performance evaluation to optimize Indibiz’s digital marketing efforts and maximize their impact on brand awareness.