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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..

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.

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.

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.

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.

MSMEs are a sector that plays a vital role in the Indonesian economy, both as labor absorbers and significant contributors to Gross Domestic Product (GDP). However, amidst increasingly competitive business competition, the sustainability of MSMEs is largely determined by the ability of entrepreneurs to formulate and implement appropriate business strategies. This study aims to analyze the role of business strategies in increasing revenue by taking a case study of the Dimsum Mentai MSME in Medan City. The research method used is a qualitative approach with data collection techniques through interviews, observation, and documentation. The research results show that the business strategies implemented by the Dimsum Mentai MSME include product innovation through a combination of traditional and modern flavors, the implementation of value-added packages to reach consumers with diverse purchasing power, the selection of a strategic business location near student activity centers, and the use of social media as a digital promotional tool. These strategies have been proven to increase consumer appeal, expand market reach, and positively contribute to increasing business revenue. Thus, it can be concluded that business strategy plays a crucial role in maintaining competitiveness and increasing revenue for MSMEs in the culinary sector. The findings of this study are expected to contribute academically to the development of MSME business strategy studies and provide practical recommendations for entrepreneurs to optimize their business potential amidst constantly changing market dynamics.

The development of digital technology has greatly influenced consumer behavior, particularly among Generation Z, who are dominant in Indonesia's hijab fashion market. This shift requires businesses to adapt their strategies to meet the dynamic, trend-driven, and digitally-savvy preferences of young consumers. This study examines the business development strategy of Leenavie.id, a hijab brand, and the challenges it faces in targeting Generation Z. Using a qualitative approach with case study methodology, in-depth interviews with business owners were conducted to gain insights into the business development process. The findings show that Leenavie.id focuses on product innovation, competitive pricing, social media as a primary distribution and promotion channel, and leveraging e-WOM for brand awareness and emotional connections with consumers. Success indicators include a high repeat order rate, positive market response, and external collaboration offers. However, challenges such as limited capital, small production capacity, and underutilization of the marketplace hinder scalability. The study suggests that enhancing digital adaptation, strengthening operational capacity, and fostering strategic collaborations are key to improving the competitiveness and sustainability of local hijab businesses. Future research should include consumer perspectives for a more comprehensive understanding of customer behavior and loyalty.

The development of the batik industry today requires business actors to be able to implement effective marketing strategies in order to increase competitiveness and encourage consumer purchasing decisions. This study aims to analyze the effect of promotion, product innovation, and digital marketing on purchasing decisions for Batik Lochatara products in Wates, Kediri Regency. This research uses a quantitative method with a survey approach through distributing questionnaires to Batik Lochatara consumers in Wates, Kediri Regency. The analysis techniques used in this study include multiple linear regression, partial test (t test), simultaneous test (F test), and the coefficient of determination to determine the contribution of each independent variable to the dependent variable. The results of this study indicate that partially promotion, product innovation, and digital marketing have a positive and significant effect on purchasing decisions. While simultaneously, the three variables are also proven to have a significant influence on purchasing decisions with an adjusted R-square value of 0.743 or 74.3%. This means that purchasing decisions at Batik Lochatara can be explained by promotion, product innovation, and digital marketing by 74.3%, while 25.7% is influenced by other factors not studied. This finding confirms that the right promotional strategy, continuous product innovation, and digital marketing optimization are important factors in increasing consumer interest and purchasing decisions for local batik products in modern markets.

This community service activity aims to strengthen the institutional capacity of the Muaro Saiyo Farmers Group through the integration of entrepreneurial independence and sustainable irrigation management. The main issues faced by the group are the weakness of the organizational structure, low entrepreneurial skills, and poorly coordinated irrigation management. The implementation methods include field surveys, socialization, thematic training (institutional management, post-harvest processing, and sustainable irrigation), mentoring, and evaluation through pre-tests and post-tests to measure changes in knowledge. The results of the activity show a significant increase in participants' knowledge, which improved from 25.9% in the "good" category before the training to 88.9% after the training. In addition, the group formed administrative documents, value-added rice products, and a trained irrigation management team. This program successfully created social changes in the form of new norms in farm management, strengthened the culture of mutual cooperation, and fostered the emergence of local leaders capable of mobilizing the group. Future recommendations include the development of more sustainable farming business units and continuous mentoring to strengthen the group's independence in the long term.

This study aims to analyze the influence of proactive behavior on competitive advantage in quail breeder MSMEs in Bendowulung Village, Sanankulon District, Blitar Regency. The background of this research is based on the importance of increasing the competitiveness of MSMEs in the livestock sector in order to be able to survive and develop in the midst of increasingly competitive market competition. The research method uses a quantitative approach with data collection techniques through surveys or questionnaires distributed to quail farming MSMEs. The data were analyzed using statistical methods, including validity tests, reliability tests, classical assumption tests, linear regression tests, and hypothesis tests to determine the significance of the influence of proactive behavior on competitive advantage. The results of the study show that proactive behavior has a positive and significant influence on competitive advantage. These findings indicate that the higher the level of proactive behavior of an individual or organization, the greater their ability to innovate, take initiative, and adapt to changing business environments. Thus, proactive behavior is a strategic factor in strengthening the position of quail breeder MSMEs in the market, increasing revenue, and encouraging sustainable business performance. This research contributes to the development of MSME management theory and practical recommendations for business actors and policy makers.

This study aims to analyze the operational strategies, promotional practices, and implementation of business ethics at the small and medium enterprise (SME) Warung Makan (RM) Bunda in Medan City. The research employs a case study approach with a qualitative-descriptive method. Primary data were collected through semi-structured interviews with the owner, employees, and selected customers using purposive sampling, complemented by participatory observation and document analysis such as sales records, simple financial reports, and promotional materials. Data were analyzed through inductive and deductive coding processes to identify key themes, including understanding of business ethics, implementation of marketing strategies, the impact of these strategies on customer loyalty and brand image, as well as challenges faced in business management. The validity of findings was strengthened through data source triangulation and member checks with key informants. The results indicate that the marketing and promotional strategies implemented have positively influenced the improvement of the business image and customer loyalty, although the SME still faces limitations in resources and market competition challenges. These findings provide important implications for the development of sustainable business strategies for SMEs in the culinary sector.

The development of digital technology has transformed how businesses build brand image through social media. This study aims to determine the role of creative content in enhancing the brand awareness of Sopiri Driving School through social media platforms such as Instagram and TikTok. The research method used is Research and Development (R&D) adapted from the Borg & Gall model, consisting of problem identification, design, development, testing, and evaluation stages. The study produced two promotional videos of 30 seconds each. The results showed that implementing creative content with storytelling and dynamic visuals significantly increased brand awareness. Trial data revealed that social media followers increased by more than 90%, and the engagement rate rose from 3.5% to 8.2% after the content was published. Moreover, 83% of survey respondents stated they recognized Sopiri Driving School after watching the promotional videos. The study concludes that creative content plays an essential role in building a professional brand image and attracting audiences through social media. An effective content strategy not only serves as a promotional tool but also as an interactive communication medium that strengthens the emotional bond between the brand and its audience.

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.     

The development of digital technology has changed the paradigm of MSME businesses, including in building brand image. This study analyzes strategies for enhancing brand image through digital business at Ayam Celup Juaro’s MSMEs in Medan City. The research method uses a qualitative approach with a case study design. Data were collected through in-depth interviews, participatory observation, and documentation studies. The results show that multi-platform digital integration (Instagram, TikTok, WhatsApp) is effective in building brand image. Instagram serves as a medium for visual representation of the brand, TikTok as a driver for acquiring new customers through viral content, and WhatsApp as a means of personal communication to maintain customer loyalty. The key factors for success are content consistency and timely service. The main obstacles faced are budget constraints and challenges in maintaining content consistency. This research provides practical contributions for SMEs in developing integrated digital strategies to enhance brand image in the era of the 4th Industrial Revolution.

This research is motivated by the importance of managerial skills in improving business productivity and efficiency, particularly in the entrepreneurial sector, which faces the challenges of competition, market changes, and limited resources. The objective of this study is to analyze the role of managerial skills development and its contribution to optimizing entrepreneurial performance. The method used is a Systematic Literature Review (SLR), which examines various relevant scientific publications and then categorizes the findings to obtain a comprehensive overview of effective strategies for improving managerial competency. The results indicate that technical skills, human relations skills, and conceptual skills play a significant role in supporting decision-making processes, resource management, and adapting business strategies to business dynamics. The findings also indicate that training, mentoring, continuous learning, and the use of technology are development strategies capable of significantly increasing productivity and efficiency. The implications of this research emphasize that improving managerial skills is a strategic necessity for entrepreneurs to strengthen competitiveness, increase operational effectiveness, and promote business sustainability. Furthermore, this research provides a basis for the development of more structured training programs and supporting policies to strengthen the managerial capacity of entrepreneurs.

The program “Youth Empowerment in Developing UMKM Assets through a Basic Business Management Workshop in Balung Lor Village” aims to address the low involvement of youth in the village’s micro-business sector, which is currently dominated by elderly entrepreneurs. This community service initiative applies the Asset-Based Community Development (ABCD) approach using observation, interviews, focus group discussions, and community asset mapping. The theoretical framework of asset-based empowerment positions youth as a crucial human asset for economic regeneration. The discussion highlights entrepreneurial mindset building, basic business literacy, digital marketing skills, and youth creativity in generating new economic initiatives. The results show significant improvement in youth understanding of production costing, capital management, business planning, and social media-based promotion. In conclusion, the ABCD approach effectively enhances youth participation in local economic development, strengthens UMKM sustainability, and lays a solid foundation for creating a future generation of adaptive and innovative village entrepreneurs.  

Islamic boarding schools (pesantren) have great potential as centers for community-based economic empowerment, but the entrepreneurial mindset of students is often not optimally developed. This community service program aims to improve the entrepreneurial mindset of students at Al-Inayah Islamic Boarding School through experience-based training and intensive mentoring. The methods used include a participatory approach, interactive training, practical training on organic fertilizer production, strengthening Islamic entrepreneurial values, and mentoring in developing business ideas. This activity was attended by 30 students and evaluated using pre- and post-training instruments. The results showed a 36% increase in entrepreneurial mindset scores, accompanied by significant developments in creativity, risk-taking, and the ability to recognize market opportunities. The program also produced three initial business groups: organic fertilizer processing, agricultural product marketing, and agricultural equipment rental services, which serve as initial steps towards the economic independence of the Islamic boarding school. These findings confirm that experience-based training and ongoing mentoring are effective in shaping the entrepreneurial mindset of students and encouraging the optimization of the Islamic boarding school's productive assets as an effort to strengthen the economy based on Islamic values ​​and sustainability.

The Innovation Development Program conducted by Group 2 in Gunung Sari Ulu Village consisted of a structured series of mentoring activities designed to strengthen the financial literacy and marketing capabilities of local UMKM. The program focused on guiding participants in recording simple cash flow using the Monly AI application, which helped them understand how Artificial Intelligence can support more accurate and organized financial management. In addition, participants were taught how to properly separate incoming and outgoing transaction notes so that their business finances could be monitored more clearly and systematically. The program also introduced strategies for promoting products through digital marketing, enabling UMKM to expand their market reach by utilizing online platforms and creating more appealing promotional content. Overall, this activity aimed to broaden the participants’ knowledge of AI-based financial recording while also equipping them with practical marketing skills needed to increase visibility and attract consumer purchasing power. By integrating technology with improved marketing practices, the program sought to empower UMKM to operate more efficiently, enhance their competitiveness, and strengthen the sustainability of their business activities within the local community.

This study is motivated by the tourism potential of Tamsar 27 in Bengkelang Village, Bandar Pusaka Sub-district, Aceh Tamiang Regency, which offers clear river streams, scenic natural landscapes, and a peaceful rural atmosphere, yet has not been optimally managed to improve the local economy. The purpose of this research is to analyze strategies for community-based tourism management to enhance local welfare. The research employs a qualitative descriptive approach, using field observations, interviews, and documentation as data-collection techniques. Data were analyzed through reduction, presentation, and conclusion-drawing stages. The results reveal five main strategies for improving community economy through tourism management at Tamsar 27: (1) improving tourism infrastructure; (2) empowering local communities through training in tourism management and entrepreneurship; (3) diversifying tourism-related businesses such as homestays and local specialty products; (4) optimizing digital promotion; and (5) strengthening partnerships among the village government, village-owned enterprises (BUMDes), and private sectors to ensure sustainable tourism development. The implications of this study demonstrate that applying the principles of community-based tourism and empowerment theory provides an effective foundation for developing sustainable rural tourism destinations while simultaneously enhancing local income and community self-reliance.  

This study aims to examine in depth the contribution of meatball micro, small, and medium enterprises (MSMEs) to local economic development in Singa Village. As a business sector closely aligned with community needs, meatball MSMEs have significant potential to create job opportunities, increase community income, and stimulate local economic activity. This study employed a qualitative approach with a literature review method, focused on collecting and analyzing information from various relevant sources, such as journals, research reports, and policy documents related to MSME empowerment. The study results indicate that the existence of meatball MSMEs not only serves as a source of income for entrepreneurs but also creates a ripple effect on the economy, such as increased demand for local raw materials and the opening of other supporting business opportunities. These findings are expected to serve as a reference for the village government, related organizations, and stakeholders in formulating strategies for empowering meatball MSMEs as a key sector for sustainable economic development in Singa Village. Therefore, it can be concluded that meatball MSMEs contribute significantly to village economic growth.