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Social media has become an effective marketing tool for young artists to introduce and promote their work to a broader audience. This study aims to analyze social media marketing strategies that can enhance the visibility and sales of artistic works. The research employs a literature review approach with content analysis of relevant studies published between 2018 and 2024. The findings indicate that effective social media marketing strategies for young artists consist of three main aspects: personal branding, algorithm optimization, and monetization strategies. Strong personal branding through visual consistency and storytelling has been proven to increase audience engagement and strengthen artists’ competitiveness on digital platforms. In terms of algorithm optimization, the use of short-form videos, consistent posting frequency, and SEO implementation play a vital role in expanding the reach of artistic content. Meanwhile, monetization strategies such as the utilization of e-commerce platforms, subscription-based models, and Non-Fungible Tokens (NFTs) have proven effective in converting audience engagement into a more stable source of income. This study contributes to the development of digital marketing literature within the creative industry and serves as a practical guide for young artists in optimizing social media as a marketing tool. The findings also provide a foundation for the development of more effective and adaptive digital marketing strategies in response to the dynamic and evolving trends of the creative industry.

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) in the development of culinary MSMEs in Central Java Province. A descriptive qualitative approach was used, with data collection conducted through interviews, observations, and secondary document review. Data analysis was performed using the Miles and Huberman interactive model, which allowed for the systematic processing and interpretation of the gathered data. The findings revealed that the key strengths of culinary MSMEs in Central Java include clear market segmentation, strategic locations, and product innovation. These strengths enable the businesses to reach targeted customers effectively and maintain competitiveness in a dynamic market. However, the main weaknesses identified include limited utilization of digital technology and a lack of managerial development, which hinder their ability to scale and improve operational efficiency. The study also highlighted significant opportunities for growth, such as government support for MSMEs and the rapid development of digital technologies that can enhance marketing and operational processes. Despite these opportunities, the threats facing these businesses include intense competition from both local and global players, as well as a low level of interest in entrepreneurship among the younger generation, which limits the growth potential of new businesses. Based on the SWOT analysis, the study proposes a development strategy matrix that MSMEs and policymakers can use to address weaknesses, capitalize on opportunities, and mitigate threats. This strategy emphasizes the need for digital transformation, investment in managerial skills, and fostering an entrepreneurial culture to ensure the sustainable growth of culinary MSMEs in the region. The findings provide valuable insights for both business owners and policymakers to support the development of the culinary sector in Central Java

This study aims to analyze the significance of the influence of price, location, and store atmosphere on customer purchasing decisions at Harno Surya stores. A quantitative research approach was employed, utilizing primary data as the main source of information. The study population consisted of customers who had shopped at Harno Surya stores, although the exact number was unknown. A sample of 176 respondents was selected using a purposive sampling technique. Data collection methods included questionnaires, literature review, and observation. The collected data were analyzed using descriptive analysis, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test.The results of the multiple linear regression analysis produced the equation: Y = 0.534 + 0.181X₁ + 0.426X₂ + 0.329X₃, indicating that price (X₁), location (X₂), and store atmosphere (X₃) all contribute positively to purchasing decisions (Y). The t-test results demonstrated that each independent variable had a significant effect on purchasing decisions. Furthermore, the F-test results showed an F-value of 157.276 with a significance level of 0.000 (<0.05), confirming that the regression model is appropriate for predicting the impact of price, location, and store atmosphere on purchasing decisions. The coefficient of determination (R²) was 0.728, suggesting that 72.8% of purchasing decisions were influenced by the three independent variables, while the remaining 27.2% was influenced by other factors not included in this study.These findings highlight the importance of price, location, and store atmosphere in shaping consumer purchasing decisions, offering valuable insights for retailers seeking to enhance their marketing strategies and store management.

This study examines the digital transformation of the creative arts industry, focusing on how technologies such as Augmented Reality (AR), Virtual Reality (VR), and Non-Fungible Tokens (NFT) have altered the creation and marketing of artworks. Digital platforms have expanded market access for artists, opened new opportunities for more efficient business models with lower costs, and created greater possibilities for cross-disciplinary collaboration. In this context, digital technologies allow artists to reach a global audience and sell their works in more innovative and interactive formats, increasing audience participation in the creative process. However, these developments also face significant challenges, such as increasingly intense competition, rapidly shifting trends, and limitations in resources to optimally implement these technologies. Furthermore, while there are significant opportunities in the global market, some artists in Indonesia still face difficulties in accessing and utilizing the latest technologies. With the creative economy contributing 7.16% to Indonesia's GDP in 2018, this study aims to provide an overview of the dynamics of the arts industry in the digital era and explore potential strategies to support the development of a more adaptable creative ecosystem. These strategies include digital training, strengthening cross-sector collaboration, and enhancing digital infrastructure to facilitate the future growth of the creative arts industry.

This study aims to determine the role of innovation in developing start-up businesses. This study uses a descriptive research method. This method aims to describe and analyze the role of innovation in developing start-up businesses.  This research discusses the role of innovation in developing start-up businesses, covering aspects of product development, marketing, and management that can provide added value and create new markets.  Start-ups in Indonesia, especially internet-based ones, are growing rapidly due to technological advances and the increase in internet users in almost all walks of life. Innovation plays a key role in the world of entrepreneurship because it drives business growth and development, increases competitiveness, and creates new value for customers. Innovation is a key element for entrepreneurs who want to survive and thrive in this era of globalization and digitalization. Start-up businesses must continue to innovate in their products, services, and business models in order to compete in a dynamic market. Innovation allows companies to create added value for customers and deliver new solutions that are better than competitors.

This study examines the factors influencing customer retention at Surya Fresh MSMEs in Depok City, West Java. The primary issue identified is the instability of customer retention, which is mainly attributed to intense market competition, the rapid pace of digital marketing, and the evolving customer expectations in the modern business environment. This study aims to analyze the impact of product quality, e-service quality, and reward programs on customer retention, with relationship commitment as a mediating variable. A quantitative approach with an explanatory research design was employed to test the relationships among variables. Primary data were collected through a Likert-scale questionnaire from 224 Surya Fresh customers using a simple random sampling technique. Data analysis was conducted using the PLS-SEM method in SmartPLS, including validity, reliability, and structural model assessments. The findings indicate that product quality, e-service quality, and reward programs significantly influence relationship commitment and customer retention. Moreover, relationship commitment was found to mediate the effects of these three factors on customer retention, highlighting its importance in enhancing customer loyalty. High e-service quality, superior product quality, and attractive reward programs foster strong emotional connections with customers, which are crucial for sustaining long-term customer loyalty. The study concludes that product quality, e-service quality, and reward programs have a positive and significant impact on relationship commitment and customer retention at Surya Fresh. Relationship commitment is confirmed as a key mediator. To further improve retention, Surya Fresh should focus on enhancing product availability, administrative responsiveness, and offering diverse promotional programs. Future studies may apply this model in different industries and integrate qualitative methods for deeper insights.

Coffee shops have grown rapidly as part of a modern lifestyle, particularly in Tasikmalaya City, which is known as a city of Islamic boarding schools with a majority Muslim population and high religiosity. However, there are still many coffee shops in the city that have not been registered for halal certification, leading to confusion among Muslim consumers regarding what is permissible to consume according to sharia law. This issue highlights the need for clear information on halal products to help Muslim consumers make informed choices when visiting coffee shops. Therefore, the purpose of this study is to examine the effect of halal brand awareness, viral marketing, and service quality on the brand image of coffee shops in Tasikmalaya City. The study uses a quantitative approach with a survey method. Data were collected through questionnaires, which were distributed both online and directly to Muslim generation Z coffee shop consumers in Tasikmalaya City, with a total of 131 respondents. The sampling method used was purposive sampling. Data analysis was conducted using the Structural Equation Modeling (SEM) technique with the help of SmartPLS 4 software. The results of the study indicate that halal brand awareness, viral marketing, and service quality have a positive and significant effect on the brand image of coffee shops in Tasikmalaya City. These findings suggest that improving halal brand awareness, leveraging viral marketing strategies, and providing excellent service quality are essential for enhancing the brand image and attracting more Muslim consumers to coffee shops in the city.

Hotel booking cancellations pose significant challenges to the hospitality industry, affecting revenue management, demand forecasting, and operational efficiency. This study explores the application of machine learning techniques to predict hotel booking cancellations, leveraging structured data derived from hotel management systems. Various classification algorithms, including Random Forest, XGBoost, and LightGBM were evaluated to identify the most effective predictive model. The findings reveal that XGBoost model outperforms other models, achieving F2-score of 0.7897. Key influencing factors include deposit type, total number of special requests, and marketing segment. The results underscore the potential of predictive modeling in optimizing hotel revenue strategies by enabling proactive measures such as dynamic pricing, targeted customer engagement, and improved overbooking policies. This study contributes to the ongoing advancements in data-driven decision-making within the hospitality industry, offering insights into how machine learning can mitigate financial risks associated with booking cancellations.

This study analyzes the influence of Electronic Word of Mouth (eWOM) and destination image on visit intention and decision to Sebalang Beach, South Lampung. With tourists increasingly relying on online reviews, understanding these relationships is essential for effective destination marketing. The research addresses the issue of how eWOM and destination image affect tourists' decisions, aiming to provide insights for tourism stakeholders. A quantitative approach was used, employing a survey method with purposive sampling of 110 respondents who have visited or intended to visit Sebalang Beach. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the proposed hypotheses. Findings indicate that destination image significantly influences visit intention and visit decisions, while visit intention also mediates the effect of destination image on visit decisions. However, eWOM does not have a significant impact on visit intention or visit decisions, and visit intention does not mediate the relationship between eWOM and visit decisions. These results suggest the importance of strengthening online promotional strategies and enhancing the positive image of Sebalang Beach. Encouraging content creation on social media and collaborating with influencers can effectively increase engagement and attract visitors. This study offers practical recommendations for tourism stakeholders to optimize Sebalang Beach’s potential and enhance its competitiveness as a tourist destination.

The development of e-commerce has transformed companies’ marketing communication strategies, including CV. Rintis Usaha Bersama, which operates in the sales of medical and industrial gas cylinders. Increasing competition has driven the company to optimize its digital communication strategies to enhance sales and maintain its market competitiveness. An effective marketing communication strategy is essential in attracting customers and fostering their loyalty. Therefore, this study aims to analyze the marketing communication strategies of CV. Rintis Usaha Bersama through e-commerce and evaluate their effectiveness in boosting product sales.  This research employs a qualitative method with an in-depth interview approach involving the company’s management. The analysis is conducted using the SOSTAC model, which includes situation, objectives, strategy, tactics, action, and control in digital marketing strategies. The findings indicate that CV. Rintis Usaha Bersama implements the 4P marketing communication mix (product, price, place, promotion) through e-commerce platforms such as Shopee and Tokopedia. The strategies adopted include clear product information dissemination, transparent pricing, promotional discounts, paid advertising, and flash sale campaigns. However, the main challenges faced by the company include intense price competition and an increasing number of competitors in the e-commerce sector. To improve the effectiveness of marketing communication strategies, the company is advised to develop educational content about its products, enhance customer engagement through responsive services, and collaborate with influencers or affiliate marketers to expand its audience reach. Regular evaluations are also necessary to ensure the strategies remain relevant to the dynamic market trends. 

Background: Brand loyalty reflects patients' tendency to continue using a hospital's services and recommend them to others. However, the decline in physiotherapy patient visits since the COVID-19 pandemic has affected hospital revenue, while brand image and digital marketing via Instagram are still underutilized. Most previous studies have addressed brand loyalty in general, while specific studies on physiotherapy units are still rare. Although many studies show that SMMA and brand image affect loyalty through brand trust, research specifically examining the role of brand reliability as a dimension of trust in healthcare services is still limited.Objective: This study fills this gap by examining the influence of SMMA, brand image, and brand reliability on brand loyalty in the context of physiotherapy services at Siaga Raya Orthopedic Hospital.Methods: This research uses quantitative methods with a purposive sampling technique on 120 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method. The study develops the SOR (Stimulus-Organism-Response) theoretical framework.Results: SMMA has a significant effect on brand loyalty both directly and through the mediation of brand reliability. In contrast, brand image requires brand reliability mediation to influence loyalty. Brand reliability proved to be an essential element in building patient loyalty.Implications: Hospitals need to design marketing strategies through social media and brand image that are not only attractive but also reflect service reliability to establish long-term relationships with patients.

This study aims to describe and analyze: How the Regional Government of Mahakam Ulu Regency Efforts in Empowering Small and Medium Enterprises and What is the socio-economic impact of the community from the empowerment of SMEs.  Data Collection Techniques include: Interviews, Observations, Documentation. The research informants were Kadin and staff of the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office. The data analysis technique using interactive model analysis was developed by Miles et al., (2014), namely data condensation, data presentation, and conclusion drawn. The results of the study showed. The empowerment program carried out by the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office includes: a. Identify the potential and community empowerment programs in the economic sector. This is done with the development and Human Resources (HR) of the SMEs themselves, b. Coaching for industrial management magazines and improving entrepreneurship and c.  Marketing development in an effort to increase market access through improving product quality and product marketing. Improving the quality of SME products accompanied by improving packaging quality, improving hygiene and product certification, and exhibiting small industries. Impact of SME empowerment carried out by the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office: a. The productivity of MSME entrepreneurs shows optimal results. b. The impact of the empowerment of SMEs not only affects job opportunities in the surrounding community but also has an impact on the income of the surrounding community.  

This study aims to describe and analyze: How the Regional Government of Mahakam Ulu Regency Efforts in Empowering Small and Medium Enterprises and What is the socio-economic impact of the community from the empowerment of SMEs.  Data Collection Techniques include: Interviews, Observations, Documentation. The research informants were Kadin and staff of the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office. The data analysis technique using interactive model analysis was developed by Miles et al., (2014), namely data condensation, data presentation, and conclusion drawn. The results of the study showed. The empowerment program carried out by the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office includes: a. Identify the potential and community empowerment programs in the economic sector. This is done with the development and Human Resources (HR) of the SMEs themselves, b. Coaching for industrial management magazines and improving entrepreneurship and c.  Marketing development in an effort to increase market access through improving product quality and product marketing. Improving the quality of SME products accompanied by improving packaging quality, improving hygiene and product certification, and exhibiting small industries. Impact of SME empowerment carried out by the Mahakam Ulu Regency Industry, Trade, and Cooperatives Office: a. The productivity of MSME entrepreneurs shows optimal results. b. The impact of the empowerment of SMEs not only affects job opportunities in the surrounding community, but also has an impact on the income of the surrounding community.

This study aims to analyze the influence of Brand Image and Social Media Promotion on Purchase Decisions, with Consumer Satisfaction as an intervening variable in Balisijuk.id in Payakumbuh. In the digital era, a strong Brand Image and effective promotion strategies through social media are important factors in attracting interest and increasing Consumer Satisfaction, which ultimately influences purchase decisions. This research method uses a quantitative approach with purposive sampling techniques. Data was collected through questionnaires distributed to Balisijuk.id consumers. Data analysis was carried out using multiple linear regression models and path analysis to test the direct and indirect relationships between variables. The results of the study show that Brand Image and Social Media Promotion have a significant effect on Consumer Satisfaction. Furthermore, Consumer Satisfaction proved to be an intervening variable that strengthened the relationship between Brand Image, Social Media Promotion, and Purchase Decision. In other words, the more positive the Brand Image and the more effective the Social Media Promotion, the higher the Consumer Satisfaction, which ultimately drives the Purchase Decision. This research provides practical implications for business actors, especially Balisijuk.id, in designing more effective marketing strategies through strengthening Brand Image and optimizing Social Media Promotion to increase consumer satisfaction and purchase decisions Balisijuk.id.

Indonesia's computer retail industry is becoming increasingly competitive due to rapid technological advancements and evolving consumer preferences. PT Griyacom, a computer retail company in Bandar Lampung, faces challenges in sustaining its competitiveness amid these market dynamics. This study examines the business strategies adopted by PT Griyacom to enhance its competitive advantage using a qualitative approach with a case study method. Data was gathered through in-depth interviews with company management, direct observations, and document analysis, while data analysis followed the Miles and Huberman model, encompassing data reduction, data presentation, and conclusion drawing. The findings indicate that PT Griyacom has implemented various business strategies, including improving customer service, expanding product diversification, and utilizing digital marketing. However, the company still faces challenges such as intense price competition and the need for greater technological innovation. Based on these findings, this study offers strategic recommendations for PT Griyacom to strengthen its market position by optimizing digital marketing efforts, enhancing operational efficiency, and reinforcing product differentiation.

This study examines the effective role played by corporate governance in promoting e-marketing strategies, through an applied study conducted on Al-Rasheed Bank - Palestine Street Branch. In light of the rapid developments in the digital field, organizations are increasingly relying on e-marketing tools to improve their performance, making it necessary to apply governance principles to ensure the highest levels of efficiency, transparency, and credibility. The study aims to illustrate how governance can contribute to improving the performance of e-marketing in financial institutions, With a focus on Al-Rasheed Bank as an applied model. The study seeks to achieve several objectives, including analyzing the impact of governance mechanisms on e-marketing strategies, and knowing the extent to which the application of governance is related to achieving institutional goals and improving marketing efficiency. It also aims to study how governance contributes to building a transparent and secure relationship between the organization and its customers, which enhances loyalty and expands the customer base. In addition, the study highlights the challenges that organizations may face in applying governance to e-marketing and proposes solutions to address them. The study showed that there is a strong relationship between corporate governance and e-marketing, as governance helps in defining the goals and vision of the organization, which ensures that e-marketing strategies are compatible with the general directions of the organization. Enhancing transparency and accountability also contributes to building customers' trust in the organization, which increases their positive interaction with its marketing strategies. Moreover, governance helps ensure compliance with legal and ethical standards, which enhances the organization's reputation in the market and reduces the legal risks it may face. The study relied on the descriptive and analytical approach to analyze the relationship between governance and e-marketing, with a focus on data related to Al-Rasheed Bank - Palestine Street Branch. A simple random sample of 50 employees from different departments within the bank was selected. Statistical analysis was also used to measure the impact of governance on the efficiency of e-marketing within the organization. The results of the study showed that 84% of employees believe that corporate governance plays a key role in the success of digital marketing campaigns, reflecting a broad awareness of the importance of regulatory frameworks and corporate policies in guiding digital marketing operations. 73% of employees also confirmed that there are clear governance policies within the bank, which enhances confidence in the corporate system. With regard to customer trust, 79% of employees indicated that governance contributes to improving the level of trust in the electronic services provided by the bank, while 73% of them believe that governance positively affects the process of strategic decision-making in e-marketing. Also, 71% of employees reported that there is an effective system to monitor the performance of digital marketing campaigns, which helps to evaluate performance and improve strategies based on the results achieved. However, the study noted that there are some challenges facing the implementation of governance in the field of e-marketing. 33% of employees indicated that there is a lack of regular training programs on governance practices, which may negatively affect the effectiveness of their implementation. 38% of respondents also showed weakness in the mechanisms for evaluating the effectiveness of governance in improving e-marketing. In addition, 45% of employees indicated that there are gaps in communication between the governance department and the e-marketing department, which calls for improving channels Communication to ensure the integration of efforts between different departments. Based on these results, the study provided a set of recommendations aimed at improving the application of governance in e-marketing. Among these recommendations is the need to organize training workshops to familiarize employees with governance practices and their importance in improving marketing performance. The study also recommended the use of key performance indicators (KPIs) to conduct periodic evaluations and improve marketing strategies based on the results of these evaluations. In addition, the study stressed the importance of strengthening coordination between governance and e-marketing departments to ensure the integration of efforts and achieve Better results. It also recommended updating governance policies to keep pace with developments in the field of e-marketing, in order to contribute to supporting innovation and creativity in digital marketing strategies. In conclusion, the study confirmed that corporate governance plays a vital role in improving the efficiency of e-marketing, which contributes to enhancing customer confidence, achieving regulatory compliance, and increasing the effectiveness of marketing campaigns in financial institutions, especially in Rasheed Bank. She also stressed the importance of developing periodic training and evaluation strategies to ensure the optimal application of governance principles, in a way that enhances the performance of institutions in the changing digital environment.

Sukowati Village faces significant challenges in the development of MSMEs and the management of greenhouse facilities, which include limited product marketing, lack of innovation in the design and diversification of MSME products, and suboptimal greenhouse conditions to support local agriculture. The Community Service Program is here to overcome this problem through digital marketing training, packaging design, and product diversification to increase the capacity of MSMEs, as well as greenhouse revitalization through infrastructure improvement and active community involvement in its management. As a result, MSMEs in Sukowati Village have succeeded in improving product quality, expanding market reach through digital platforms, and greenhouses now function optimally as centers for productive and educational agricultural activities. This strategic approach creates a sustainable positive impact, strengthens the foundations of the local economy, and becomes an effective model of community empowerment for regions with similar challenges, while improving community well-being in a sustainable manner.

This study aims to analyze the impact of promotional mix and brand awareness on the purchase intention of snack products on TikTok, with creative content as a mediating variable. Using an associative quantitative approach, data were collected through a survey of 222 Management students at Universitas Negeri Malang. The findings indicate that both the promotional mix and brand awareness positively and significantly influence creative content and purchase intention. Creative content serves as a significant mediator between independent variables (promotional mix and brand awareness) and the dependent variable (purchase intention). Statistically, the research model fulfills validity and reliability criteria, with R-Square values indicating moderate to strong relationships. This study offers implications for social media marketing strategies, particularly in optimizing creative content to enhance purchase intention among younger generations.

The Community Service Program titled “Digital-Based Entrepreneurship Empowerment Socialization to Improve the Economic Welfare of the Community in RW 008, RW 017, and RW 018, Benda Baru Housing Complex, Pamulang – South Tangerang” aims to enhance digital literacy and technology-based entrepreneurial skills among local communities, particularly Micro, Small, and Medium Enterprises (MSMEs). This program includes socialization, training, and practical mentoring related to the utilization of social media, e-commerce, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), and digital advertising strategies as tools for business development. The method employed is participatory, actively involving the community in every stage of the program. The results indicate an improvement in community understanding of digital technology and their ability to leverage digital platforms to support their businesses. This program has also successfully created a sustainable digital entrepreneurship ecosystem, which is expected to enhance the economic welfare of the targeted communities. Given its success, this initiative is anticipated to serve as a model for digital-based community empowerment that can be implemented in other regions.

The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.