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This study aims to analyze the Public Relations (PR) strategies implemented by Sahid Raya Hotel & Convention Yogyakarta to enhance the competitiveness of the hospitality business. PR strategies play a crucial role in building a positive image, attracting new customers, and retaining customer loyalty. The method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, and document analysis. The results show that PR strategies involving social media, promotional events, and media relations have improved the hotel's visibility and image. Supporting factors include managerial support, strategic partnerships, and technological innovation. However, challenges such as budget constraints and digital literacy remain. This study provides recommendations to strengthen PR strategies, including the development of customer loyalty programs and regular evaluations.

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.

Service quality is a service that has a characteristic quality. Characteristics of good quality include ease, speed, accuracy, reliability and empathy from service officers in providing and delivering services to someone who has a strong impression that can be directly felt by customers at that time and at that time. This study uses a quantitative method. It can be concluded that the service quality variable (X) has a significant influence on applicant satisfaction (Y) at the Bima Immigration Office. The sig value (0.000) <0.05 is seen, which means that the quality of Passport services has an influence on the satisfaction of applicants at the Class II Non-TPI Bima Immigration Office.This study uses a quantitative method. The method used to obtain data and information in this study is by using a survey method using a questionnaire. The survey method used is by distributing questionnaires to applicants at the Class II Non-TPI Bima Immigration Office. The data analysis techniques used are validity test, reliability test, classical assumption test, significance test (t-test), and coefficient of determination test (R2 test).The discussion of the research aims to provide results and an overview of this research. According to the results of data analysis with simple linear regression, it shows that the variable X or service quality has an influence on the variable Y or passport applicant satisfaction with a significant value of service quality (X) on passport applicant satisfaction (Y) of 0.000 <0.05. In this study, the variable Service Quality (X1) has an influence on applicant satisfaction (Y), because if the quality of service (X) provided by the officer to the applicant is bad, it will cause dissatisfaction of passport user applicants, thereby reducing the applicant's loyalty in using services at Bima Immigration. And the value of the coefficient of determination or R square is 0.768, meaning that the service quality variable contributes 0.768 or 76.8% to passport applicant satisfaction.

This research aims to find out how personalization and big data analytics can be used as an effective marketing strategies in the era of society 5.0. This research uses a qualitative method with a descriptive approach which aims to explore, analyze and interpret phenomena related to the topic. The data in this research was obtained through literature study, by exploring information from various primary and secondary sources consisting of books, scientific journals, articles and other relevant publications. The research results show that personalization and big data analytics are effective strategies in marketing in the era of society 5.0. personalization and utilizing big data analytics technology, companies can understand consumer behavior, optimize marketing campaigns, and manage customer relationships more effectively. So it can increase customer satisfaction and loyalty.

This research aims to analyze the role of Customer Relationship Management (CRM) implementation in increasing customer loyalty in the digital era. With the rapid advancement of technology, CRM has become an essential component of an effective digital marketing strategy. This research uses a qualitative descriptive method with a case study approach involving several companies that use CRM as a strategy to maintain and increase customer loyalty. Data was collected through in-depth interviews, surveys and secondary data analysis from companies using CRM platforms. Research findings reveal that effective CRM implementation—through personalization, regular communication, and leveraging customer data—can significantly increase customer satisfaction and loyalty. Additionally, this research highlights that the use of CRM allows companies to better understand customer needs and preferences, thereby providing more customized services. As a result, implementing CRM in the digital era has proven to be an important strategy for businesses to compete in an increasingly competitive market.  

The purpose of this research is to determine the influence of employee roles (Attitude, Attention and Action) on achieving customer loyalty at PT. North Sumatra Bank Medan Karya Sharia Branch Office. The influence of employee roles (Attitude, Attention and Action) has a positive effect on achieving customer loyalty at PT. North Sumatra Bank Medan Karya Sharia Branch Office. Quantitative research is research that uses data in the form of numbers. This shows that (Attitude, Attention and Action) have a positive effect on achieving customer loyalty at PT. North Sumatra Bank Medan Karya Sharia Branch Office. (Attitude, Attention and Action) has an influence of 98.4% on achieving customer loyalty at PT. North Sumatra Bank Medan Karya Sharia Branch Office. Meanwhile, 1.6% is influenced by other factors not included in the regression model. The significance of the variables (Attitude, Attention and Action) is 0.000, which is less than the significant value level used, namely 0.05. The attitude variable is 26.116, the value is above the research value, namely 1.984. The Attention variable is 7.708, the value is above the research value, namely 1.984. The Action variable is 8.256, the value is above the research value, namely 1.984.

This study aims to understand the effect of product innovation on customer satisfaction and trust, focusing on customers in the electronics sector. Product innovation is considered a strategic element capable of increasing customer utility, creating competitive advantage, and strengthening the relationship between companies and customers. Using a quantitative approach, data was collected through a survey to explore customer perceptions related to innovation, satisfaction, and trust. The results show that product innovation significantly affects customer satisfaction, especially through the relevance of the features offered, product quality, and adequate after-sales service. Customer trust in the company is also influenced by the success of product innovation to create real added value. This trust is formed through consistency in product quality and transparency in communication. This research implies that companies need to make innovation a strategic priority that is oriented towards customer needs. A deep understanding of customer preferences and expectations through market research and direct feedback is essential to support the innovation process. Effective communication to explain the benefits of innovation to customers should be part of the marketing strategy. With this approach, product innovation can be an instrument that increases customer satisfaction and trust, and creates long-term beneficial relationships.

This research aims to analyze the influence of Service Quality and Price on Customer Loyalty at Red Chilies Hotel Solo. The method used in this research is quantitative with data collected through questionnaires to hotel customers and processed using SPSS 26. The total number of respondents was 99 people. The data analysis techniques applied include validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, coefficient of determination, and F and T tests to determine the relationship between variables. The research results show that Service Quality (X1) and Price (X2)  have an effect on Customer Loyalty (Y), proven through a significant T test of more than 0.05 and a calculated r value that is greater than r table 1.661.

Optimizing human resources (HR) in digital marketing through the synergy between creativity and technology is an important strategy to create effective and innovative marketing campaigns in the digital era. Creativity plays a crucial role in producing engaging and relevant content, which is able to build an emotional connection with consumers as well as strengthen the brand identity. Meanwhile, technology allows for personalization, data-driven analysis, and efficiency in the implementation of marketing strategies. This study examines how the combination of human resource creativity and the use of digital technology can create a competitive advantage for companies. The results of the study show that companies that successfully integrate these two elements can increase consumer engagement, customer loyalty, as well as the effectiveness of marketing campaigns. From a conceptual perspective, this approach is changing the way companies view innovation and cross-functional collaboration within organizations, which in turn improves responsiveness and adaptability to market changes. The practical implications of this research are the importance of investing in the development of creative and skilled human resources in technology, to create a sustainable digital marketing strategy and be able to compete in an increasingly competitive global market.

This study analyses the effect of ease of use, user experience, and customer satisfaction on user behaviour of e-commerce applications for students of the Faculty of Economics and Business, Universitas 17 Agustus 1945 Surabaya. The method used is causal associative quantitative with data collection through questionnaires on 122 respondents. The results showed that the three variables had a significant effect on user behaviour. Ease of use (p = 0.026), user experience (p = 0.002), and customer satisfaction (p = 0.002) each have a positive influence on user behaviour. Simultaneously, these three factors also had a significant effect (Fcount = 25.059, p = 0.001). The findings support the theories of Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), and Customer Experience Theory (CET). The practical implication is that app developers need to focus on easy-to-use design, pleasant user experience, and increased customer satisfaction to increase loyalty. This study has limitations in the sample of university students and the cross-sectional method which does not allow for long-term generalisation.

This research aims to determine the effect of service features and promotions on increasing users of Wondr by BNI services with user satisfaction as an intervening variable. This type of research is quantitative. The population in this study were BNI customers of the Medan Industrial Estate Branch Office who were registered and had used the new digital service application WONDR by BNI. The total population was 16,769 customers with a sample of 391 respondents. Data was collected by questionnaire with a Likert scale, validity testing, reliability and hypothesis testing were carried out using SmartPLS ver 4.0 software. The results show that service features have a significant direct effect on user satisfaction, service features have a direct effect on increasing the number of users, promotion has a direct effect on user satisfaction, promotion has a direct effect on increasing the number of users, user satisfaction has a direct effect on increasing the number of users, service features have an indirect effect on increasing the number of users through user satisfaction as an intervening variable, promotion has an indirect effect on increasing the number of users through user satisfaction as an intervening variable. These findings indicate that user satisfaction plays an important role in strengthening the effect of service features and promotions on increasing the number of service users. Therefore, to sustainably increase the number of users, Wondr by BNI needs to optimize service features that are responsive to user needs and implement promotional strategies that can increase user satisfaction and loyalty.

This literature review examines the impact of Corporate Social Responsibility (CSR) disclosure on mergers and acquisitions (M&A), focusing on market reactions, post-merger integration, and long-term performance. The review reveals that CSR disclosure often leads to positive market reactions, fostering investor confidence and increasing stock prices during M&A announcements. Furthermore, CSR practices contribute to smoother post-merger integration by aligning organizational cultures and fostering trust. Over the long term, companies that integrate CSR into their strategies generally experience enhanced brand value, customer loyalty, and competitive advantage. However, the effectiveness of CSR disclosure depends on its authenticity and strategic alignment with corporate goals. The review also highlights the need for further research in emerging markets and the exploration of qualitative approaches to deepen understanding of CSR’s role in M&A.

The creation of social media profiles for Micro, Small, and Medium Enterprises (MSME) Fresh Milk in Balunganyar Village is an essential strategy for enhancing competitiveness and market reach in the digital era. This MSME relied solely on limited traditional promotion methods; however, by establishing a presence on platforms such as Instagram and Facebook, Fresh Milk has successfully expanded its consumer reach and increased sales. Social media also facilitates direct interaction with customers, thereby enhancing trust and consumer loyalty. Challenges such as limited knowledge of digital marketing strategies and intense competition still need to be addressed. The aim of this research is to improve the social media profile of the fresh milk MSME to attract consumer attention and boost sales. The method used is Asset-Based Community Development (ABCD), focusing on identifying the assets owned by the MSME and empowering the community through training. With guidance from students of UNSURI, the Fresh Milk business owners received training on effective social media management, including branding, content creation, and utilizing customer feedback for product development. In the long term, this program is expected not only to increase sales but also to strengthen brand awareness and inspire other MSME in Balunganyar Village to adopt digital technology in their marketing strategies. The results of the program indicate that social media is a highly effective tool for the development of MSMS today.

This study aims to determine the quality of service to increase priority customers at PT. Bank Sumut Syariah KCP Marelan Raya and to determine the implementation of service quality to increase priority customers at PT. Bank Sumut Syariah KCP Marelan Raya. This study is qualitative with a descriptive approach. The type of data is qualitative data with primary data sources, namely interviews with certain parties, as well as secondary data obtained by researchers from the first source. The methods used in this study are interview methods, observation, documentation, and literature studies. The results of this study are the implementation of the quality of customer service of a bank, of course, encountering many services or conveniences provided by the bank when visiting or requiring administrative matters, these various methods are intended so that the matters owned by customers can be completed, and customers feel satisfied. Providing the best service to every customer owned must be a priority of the banking business. This can provide comfort to customers who come, so that their loyalty continues to increase. Improving the quality of service in general can be done in various ways, which can also be adjusted to the main values ​​of the banking business provided. The implementation of service quality is not only that which is directly provided when customers come to the branch office, but also on other channels when customers come into contact with banking services.

Micro, Small, and Medium Enterprises (MSMEs) play an important role in Indonesia's economy, but often find it difficult to adapt to the demands of marketing in the digital era. This community service aims to increase the marketing effectiveness of Draw Coffee MSMEs, a "ready-to-eat coffee" business based in Jakarta, by applying The Integrated Marketing Communications (IMC) concept. Its main goals include increasing brand awareness, expanding market reach, and building customer loyalty through a combination of digital and traditional marketing channels. The program uses methods such as SWOT analysis, market trend evaluation, and IMC strategies involving social media, digital marketing, and sales promotion. Over the course of three months, the program resulted in an 18% increase in sales, a 30% growth in social media engagement, and a 15% increase in new customers. Despite its success, challenges such as fierce market competition and the need for product diversification are still areas that need to be further developed.

In the ever-growing digital era, content marketing strategy is an important key in increasing business competitiveness, especially in the highly competitive beauty industry. This research aims to analyze the role of human resources (HR) in implementing content marketing strategies for Somethinc products, a beauty brand from Indonesia that has succeeded in penetrating the international market. The main focus of this research is to identify how HR's role in designing, managing and delivering relevant content can strengthen Somethinc's brand positioning in the global market and increase its business competitiveness. Through a qualitative approach with interviews and case studies, this research reveals that the quality and creativity of human resources, understanding of international audiences, and the ability to adapt to digital trends play a very important role in formulating an effective content marketing strategy. Apart from that, solid team collaboration and the use of analytical data in decision making also support the achievement of more targeted marketing goals. The results of this research show that competent human resources can have a significant impact on increasing brand awareness and customer loyalty, which in turn strengthens Somethingnc's position in the international market. Therefore, investing in developing human resources who have digital skills and understanding of global markets is an important factor in a successful content marketing strategy.

This research aims to analyze the influence of using social media as a promotional strategy on increasing sales at PT. Destini Marine Safety. Along with the development of digital technology, social media has become an effective promotional tool for companies in expanding market reach and increasing interaction with consumers. The research method used is a quantitative method with a descriptive approach. Data was collected through interviews and observations of the company's promotional activities on social media. The research results show that the use of social media as a promotional strategy has a significant effect on increasing sales. Platforms like Instagram help companies disseminate product information, build relationships with customers, and increase customer loyalty. With increased interaction and exposure through social media, PT. Destini Marine Safety experienced positive sales growth. This research recommends optimizing the use of creative and interactive content to increase the effectiveness of promotions on social media.

This study aims to analyze the marketing strategy of  Wardah, a leading cosmetic brand in Indonesia. The main focus of the research is to identify the effectiveness of Wardah’s marketing strategies in boosting sales and customer loyalty. The research employs a descriptive quantitative method by distributing questionnaires to respondents who are Wardah consumers. The collected data were analyzed using descriptive statistical techniques to describe the relationship between marketing strategies and consumer behavior. The findings reveal that digital-based marketing strategies, product quality, and Islamic brand image significantly influence customer satisfaction and loyalty. These findings are expected to serve as a reference for depeloping more effective marketing strategies.  

The purpose of this study was to analyse the effect of brand image and price on customer loyalty of Mie Gacoan in Lippo. The method used was a questionnaire distributed to 100 respondents. The results of the analysis show that brand image is good for price and customer loyalty. This research recommends Mie Gacoan to maintain its brand image and consider an attractive pricing strategy.

The cosmetics industry in Indonesia continues to experience rapid development, especially with increasing consumer preferences for local products. Hanasui, as a local cosmetic brand, offers quality facial serum at affordable prices which is available on various e-commerce platforms. This research aims to analyze the factors that influence consumer behavior in purchasing Hanasui serum, including product quality, price, online reviews and social recommendations. Referring to previous research, factors such as social class, reference groups, product knowledge, and online customer reviews are known to play an important role in cosmetic product purchasing decisions. The findings of this research are expected to provide in-depth insight for manufacturers and marketers to formulate more effective marketing strategies, increase customer loyalty, and strengthen Hanasui's position in the local cosmetics market.