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In the past, toys were identified solely as instruments of entertainment for children. Adults were generally considered inappropriate to own or play with toys. Over time, toys have evolved into collectibles that have artistic, historical, and investment value for people of all ages. This study aims to analyze Pop Mart's marketing strategy in shaping impulsive buying behavior. The study was conducted using descriptive qualitative methods. The research data was obtained from digital searches and observations from various official sources and related official websites. The results of the study show that Pop Mart, as a leader in this industry, has successfully implemented marketing strategies that utilize collaborations with artists, the blind box concept, and the principle of scarcity to create a unique and attractive shopping experience for its consumers. Collaborations with artists play an important role in building brand identity and increasing product appeal. By offering limited editions of popular characters such as Molly, Labubu, and SkullPanda, Pop Mart has been able to attract collectors and art enthusiasts who have an emotional connection to these works. This has led to increased brand loyalty and purchase frequency. The blind box concept creates an element of surprise that triggers excitement when opening the packaging, thereby encouraging repeat purchases. Additionally, the scarcity marketing strategy, combined with the application of FOMO behavior, successfully creates a sense of urgency among consumers. Products with limited editions and purchase quantity restrictions create exclusivity, making consumers feel they must act quickly to obtain the product before it sells out.

The development of digital marketing has contributed to strengthening the business ecosystem. Digital marketing not only transforms traditional offline marketing into online marketing but also reshapes the marketing ecosystem itself. Communities that once gathered in physical spaces now connect virtually through digital marketing. One of the products that implements community marketing is Somethinc. This study aims to analyze the community marketing strategy in building brand loyalty for Somethinc on TikTok Shop. The research employs a descriptive qualitative approach. Data was collected through digital exploration and observation, supported by secondary data from official publications and literature relevant to the research topic. The findings indicate that Somethinc’s community marketing strategy on TikTok Shop has contributed to building brand loyalty. By leveraging interactive features such as live streaming, user-generated content (UGC), and collaborations with influencers, Somethinc has successfully created an engaged and active customer community. This success is reflected in the high number of followers, increased interactions, and sales data showing continuous positive growth. Community-based marketing strategies allow Somethinc to establish stronger emotional connections with consumers. Direct interactions with customers through TikTok not only enhance engagement but also encourage repeat purchases and recommendations from loyal customers. Additionally, Somethinc’s success is supported by the effective utilization of marketing trends, including the integration of marketing content with social commerce methods, enabling customers to engage in a more interactive and personalized shopping experience. This study suggests that Somethinc should continue product innovation to maintain business sustainability.

Local fashion brands in Indonesia are gaining popularity due to their affordable prices and competitive quality compared to imported products. One successful example is Arkline, a local fashion brand that effectively uses digital marketing, particularly TikTok, to reach its target market. This study aims to analyze Arkline’s sales growth strategy using a qualitative descriptive approach. Data were collected through digital observations and official online sources. The findings reveal that TikTok is a highly effective platform for engaging Generation Z, who prefer visual, interactive, and authentic content. Arkline’s strategy includes creating trend-based videos, using TikTok Live for real-time interactions, and collaborating with influencers who have large followings. These methods help increase brand awareness, strengthen customer engagement, and drive purchasing decisions. Additionally, the TikTok Shop feature enables seamless in-app transactions, which boosts conversion rates. Overall, TikTok serves as a powerful tool for Arkline to build stronger relationships with consumers, expand its market reach, and stay competitive in the fashion industry. With the right digital marketing strategy and adaptability to current trends, local brands like Arkline can fully leverage TikTok’s potential as an effective platform in today’s digital era.

Beauty products have become a promising business, especially after the COVID-19 pandemic. Various brands have achieved high sales figures, one of which is Skintific products. This study aims to analyze the role of micro-influencers in increasing brand awareness of Skintific products. The study was conducted using a descriptive qualitative approach. Research data was obtained from literature reviews, digital observations, and official publications related to the topic. The results of the study indicate that micro-influencers play a significant role in increasing brand awareness for Skintific products. With a higher engagement rate compared to macro-influencers, micro-influencers are able to build closer and more authentic relationships with their audience, making their recommendations more trustworthy than conventional advertisements. Despite having a smaller number of followers, micro-influencers demonstrate greater effectiveness in creating engaging content such as product reviews, tutorials, and unboxing videos, which increase consumer interest and trust in the product. Research data shows that micro-influencers' engagement rate (5.07%) is higher than that of macro-influencers (3.25%), despite their more limited reach. The success of this marketing strategy is also supported by the use of social media platforms such as Instagram and TikTok, which enable the distribution of interactive visual content and expand brand awareness organically. With increased audience engagement, Skintific has not only succeeded in strengthening brand awareness but also in building product credibility, which ultimately contributes to increased consumer interest and purchasing decisions.

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.

Fans of noodle food among young people are increasing every year because consumers without seeing the risk of fast food that is often consumed every day will cause disease. The emergence of this research is to develop innovative judes persea noodles where the raw material of the product is made from avocado leaves and does not use preservatives so that it can be said to be healthy food. The research method used is a descriptive qualitative approach, which aims to understand consumer perceptions and buying interest in the innovation of healthy spicy noodles made from avocado leaves. Data were collected through interviews, observations, and documentation, including interviews with various groups such as teenagers, students, housewives, and healthy culinary actors. The results showed that the innovation of healthy spicy noodles made from avocado leaves has the potential to be accepted by the market because it contains bioactive compounds such as flavonoids, tannins, and saponins that function as antioxidants and antibacterials, and can increase the nutritional value and durability of the product naturally. In addition, consumer perception and buying interest in this product is quite high, supported by effective marketing strategies and the use of local natural ingredients. Moral Decadence due to the lack of understanding of National and State Awareness. One form that can be.

Pura Goa Giri Putri is one of the spiritual tourism destinations located in Nusa Penida District, Klungkung Regency. This temple is situated at an altitude of approximately 150 meters above sea level and has a total length of about 262 meters. Pura Goa Giri Putri offers sacred spiritual value and unique natural features, yet it has not received optimal exposure in the digital realm. This study aims to design a marketing model for the eco-spiritual tourism of Pura Goa Giri Putri, Nusa Penida, Klungkung Regency, by utilizing social media as an effective promotional tool. A qualitative approach was employed in this research, with data collected through in-depth interviews with temple managers, tourism office representatives, community leaders, and tourists. The data collection techniques included participant observation, in-depth interviews, and documentation. Data analysis was conducted using a qualitative descriptive method supported by SWOT analysis. The findings reveal that the primary strengths of this tourist attraction lie in its spiritual significance and natural uniqueness within the Pura Goa Giri Putri cave. The main weakness is the limited digital promotion. Opportunities include the growing trend of spiritual tourism and the increasing use of social media, while the main threat is competition from other destinations that are more digitally prominent. Based on the SWOT analysis, a digital marketing strategy was formulated through social media, emphasizing the creation of strong visual and narrative content, collaboration with tourism influencers, and the optimization of platforms such as Instagram, YouTube, and TikTok. This marketing strategy in the form of a social media-based marketing model is expected to serve as a reference for promoting and marketing the existence of Eco-Spiritual Tourism at Pura Goa Giri Putri, especially in the island region of Nusa Penida.

The era of Society 5.0 demands the integration of digital technology into various aspects of life, including the field of education. This study aims to describe the digital marketing strategies implemented by SMA Negeri 1 Belimbing in Muara Enim Regency in facing the challenges and opportunities of the Society 5.0 era. Using a qualitative descriptive approach, data were collected through observations, interviews, and documentation with the school’s stakeholders, as well as content analysis of the school's official social media platforms.The research findings show that SMA Negeri 1 Belimbing has utilized various digital platforms such as Instagram, Facebook, and the school’s website to strengthen its institutional image, establish communication with the community, and increase the school's appeal to prospective students. The use of digital marketing also supports digital transformation within the school environment through innovative and adaptive approaches to contemporary developments.The conclusion of this study emphasizes the importance of schools being prepared to integrate digital technology as part of their institutional marketing strategy in the transition toward the Society 5.0 era.

Kripjungan MSMEs faces challenges in effectively utilizing Instagram as a digital marketing tool, with content that is often irrelevant, unappealing, and inconsistent with the brand identity, leading to reduced engagement and limited business growth potential. This study aims to evaluate and provide recommendations to improve the quality of Kripjungan's Instagram content using the eight pillars of content marketing from Kingsnorth. The evaluation results indicate that the content frequently does not align with audience interests, lacks variety, and is insufficiently informative or engaging to enhance user engagement or be widely shared. The recommendations include aligning content with audience preferences, enhancing credibility through more comprehensive information, employing varied visuals, and maintaining consistency with the brand identity to strengthen relationships with the audience and support the growth of Kripjungan's business.

The development of social media has encouraged the growth of local fashion brand businesses, including Aerostreet. This shoe brand has succeeded in utilizing TikTok as its main marketing strategy, outperforming other platforms. This research analyzes the strategy of increasing Aerostreet consumer buying interest through advertising on TikTok using digital observation methods, content analysis and secondary data. The research results show that strategies such as In-Feed Ads, Branded Hashtag Challenge, collaboration with influencers, and the use of For You Page (FYP) are effective in increasing brand awareness, engagement, and consumer trust. Creative content and storytelling also play a role in increasing sales conversions. These findings prove that digital marketing on TikTok can help local brands expand their market and increase their competitiveness. For further effectiveness, Aerostreet is advised to continue to innovate in content creation and expand collaboration with appropriate influencers and Key Opinion Leaders (KOL).

The purpose of this study is to determine the influence of Digital Marketing and Ticket Prices on Visit Decisions with the Customer Review moderation variable at the Sounds of Downtown Surabaya Concert. This study uses a quantitative method with a strategy using a survey, which has a total of 100 respondents with the result of distributing an e-questionnaire using a non-probability sampling technique with incidental sampling as the method. The analysis was carried out using statistical methods used to test the direct influence and moderation between the variables. This study shows that Digital Marketing has a significant effect on Visit Decisions with a significance value of 0.000. Likewise, the Ticket Price has an effect with a significance value of 0.034. The Customer Review variable was unable to moderate the influence of Digital Marketing and Ticket Prices on Visit Decisions with significance values of 0.097 and 0.667, respectively. With this research, it can be emphasized that Digital Marketing and Ticket Prices are able to drive Visit Decisions compared to Customer Reviews. Therefore, it is highly recommended for entrepreneurs who are already running a business in the entertainment/event industri or who are just starting out to encourage the optimization of Digital Marketing and periodically review the effectiveness of Ticket Prices and pay attention to the use of Customer Reviews in practice to motivate potential consumers or potential consumers.

Successful packaging design is not only a determinant of a product's success in the market, especially in the beauty industry such as hand cream. The role of aesthetically pleasing and functional packaging design is crucial in influencing consumer purchasing decisions. Therefore, a marketing strategy focused on packaging design becomes key to enhancing product appeal and sales. The strategic use of mockups in the design phase allows designers to test and evaluate concepts digitally without the need for physical prototypes. The advantage of mockups lies in their ability to provide a realistic preview, expediting the design and development process. The aspects of packaging design are critical in creating a visually compelling and convincing experience for consumers. This research, employing a descriptive approach and qualitative methods, aims to explore the appropriate approach in designing hand cream packaging. The hope is that this research serves as a significant initial step in the development of hand cream packaging design, ensuring the product not only meets aesthetic standards but also competes effectively in a competitive market.

The progress of digital technology provides possibilities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness and revenues, particularly in the Songkok craft industry located in Karanggeneng, Lamongan. Nevertheless, incorporating digital marketing that aligns with sharia principles presents its own set of challenges. This research seeks to identify the most effective strategy for applying sharia-compliant digital marketing to elevate the competitiveness and profits of MSMEs. The research employs a qualitative approach, using a case study methodology. Information was gathered using detailed interviews, active observation, and document analysis focused on MSMEs that have adopted sharia digital strategies. The analytical framework follows the Miles and Huberman approach, encompassing data reduction, data presentation, and conclusion formulation. Findings indicate that sharia-compliant digital marketing initiatives, such as transparent transactions, utilization of halal e-commerce platforms, and ethical communication aligned with Islamic values, play a significant role in enhancing competitiveness and revenue. Furthermore, digital technology enables MSMEs to access a broader market while preserving Islamic economic principles. Consequently, enhancing digital marketing based on sharia guidelines is a viable and sustainable approach for the growth of MSMEs. This study advises MSMEs to commence the integration of sharia digital marketing as a proactive measure for ethical and competitive business advancement.

This research aims to evaluate the impact of communication technology on customer satisfaction through the implementation of digital marketing strategies at CV Sinar Anugrah Machinery. Using a quantitative approach, data were collected from 112 customers using the proportionate stratified random sampling method to obtain a balanced representation. The analysis was conducted using the Partial Least Squares (PLS) approach with the SmartPLS software. The research results reveal that communication technology directly contributes positively to customer satisfaction and affects the effectiveness of digital marketing strategies. In addition, digital strategies have proven capable of increasing consumer satisfaction levels. This conclusion shows that the integration of communication technology in digital marketing can strengthen relationships with customers and increase loyalty. From a practical standpoint, companies are advised to continue leveraging the latest technology and strengthening their digital strategies to create superior customer experiences and maintain competitiveness in the ever-evolving market.

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. 

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.

The development of e-commerce and the internet requires business actors to be able to adapt, including in terms of marketing. Word of Mouth is a marketing strategy that is considered quite effective because it refers to human-to-human interaction through personal recommendations and positive experiences with something. In this era of social media, Online Customer Reviews are a form of evolution of Word of Mouth marketing. Online Customer Reviews utilize the power of Word of Mouth through digital platforms and have a significant impact in influencing consumer perceptions and purchasing decisions. This research uses several statistical tests to measure the reliability of the instruments and data. This research focuses on calculating the relationship between the Online Customer Review (X) and Purchase Decision (Y) variables at Shopee. The analysis results show a positive and significant correlation between the two, confirmed by simple linear regression and correlation tests. The findings confirm that Online Customer Reviews have a positive and significant influence on Consumer Purchasing Decisions. Therefore, sellers, especially on the Shopee marketplace, are expected to prioritize the quality of their products and services so that they can trigger good online customer reviews which then have an impact on increasing sales.    

This study aims to identify and analyze effective strategies in digital content preparation training for beginners to enhance marketing skills in the digital era. The method used is a qualitative literature review examining various literatures, reports, and empirical studies related to digital marketing skill development. The findings indicate that project-based and case study training methods are the most effective in improving beginners’ technical and creative abilities, especially in content creation and social media management. Major challenges faced by beginners include information overload, lack of practical experience, and rapid algorithm changes. Quality and interactive content proves to be the key to successful digital marketing, while performance measurement using appropriate metrics and analytic tools is crucial for strategy evaluation and development. Social media remains the primary platform with great potential, supported by optimization strategies involving active interaction and influencer collaboration. Continuous learning and integration of digital and traditional marketing through an omnichannel approach strengthen overall marketing effectiveness. This study contributes significantly to the development of adaptive and holistic training programs and digital marketing strategies for beginners.

The development of digitalisation and globalisation requires MSMEs to adopt effective and integrated digital marketing strategies to improve competitiveness in international markets. This study aims to examine the effect of an integrated digital marketing strategy, which combines multi-channel and digital alliance approaches, on MSME performance. A quantitative research method with a survey approach was used, involving a sample of MSMEs that have been actively using digital marketing for at least six months. Data were analysed using Structural Equation Modeling (SEM) with the help of AMOS software. The results showed that multi-channel integration and digital alliances significantly improved the marketing performance of MSMEs in facing the challenges of globalisation. The findings strengthen the Resource-Based Theory (RBT) and Technology Acceptance Model (TAM) in the context of MSME digital marketing. The practical implications of this research emphasise the importance of digital capability development and strategic collaboration as keys to the success of MSMEs in the global market. The research also provides recommendations for MSME players and policy makers to support training programmes and facilitation of sustainable digital alliances.