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This study aims to comprehensively examine the influence of digital marketing strategies, investment in digital technology, and customer engagement on the business performance of Micro, Small, and Medium Enterprises (MSMEs) with digital transformation as a mediating variable. A case study was conducted on the MSME Es Teh Djanoko Bayat. This research employs a quantitative methodology with a causal design. Data were collected through questionnaires distributed to 350 respondents and analyzed using the SmartPLS version 3 tool. The results indicate that digital marketing strategies and digital technology investment have a positive and significant effect on both digital transformation and performance improvement. Furthermore, digital transformation is proven to have a positive effect on performance. However, while digital customer engagement positively affects performance, it was found to have no significant effect on digital transformation. In conclusion, the effectiveness of digital marketing and technology investment are key drivers in the transformation process and company performance, while customer interaction impacts sales directly without triggering significant operational changes.

This study aims to analyze the marketing strategies implemented by CV Mitra Agung to increase consumer purchasing interest in the Sungai Pinyuh District. Using a qualitative descriptive approach, data collection was conducted through in-depth interviews, direct observation, and documentation studies. The results of the analysis indicate that the implementation of an integrated marketing mix (product, price, place, and promotion) has been significantly successful in increasing both consumer purchasing interest and loyalty. The main supporting factors for this success include offering products with consistent quality, setting competitive prices compared to competitors, active and creative promotions, especially through the use of social media, and selecting a strategic and easily accessible business location. Despite showing positive results, this study also identified several challenges faced by the company, namely limited operational capital and limited market reach, which need to be addressed for future business development. Based on these findings, several important recommendations are provided, These include continuous innovation in product variants, optimizing and maximizing the use of digital media platforms to increase brand awareness, and improving the quality of customer service. These recommendations are expected to help CV Mitra Agung expand its market share, improve sales performance, and ensure business sustainability.

This study aims to analyze the influence of digital marketing on customer loyalty at the Uban Muslim Clothing Store MSME in Cianjur in the context of e-commerce development. The increasingly rapid digital transformation requires MSMEs to adapt to technology-based marketing strategies to be able to compete and retain consumers. This study uses a quantitative approach with a survey technique on 20 adult respondents, both men and women, who have interacted with the store. The research instrument in the form of a questionnaire distributed through Google Forms, measuring two main variables: digital marketing (as an independent variable) and customer loyalty (as a dependent variable). The analysis technique used is simple linear regression. The results of the analysis show that there is a positive influence of digital marketing on customer loyalty, as indicated in the regression equation Y = 3.5226 + 0.582XY = 3.5226 + 0.582XY = 3.5226 + 0.582X. The regression coefficient of 0.582 indicates that every one unit increase in digital marketing activity can significantly increase customer loyalty. Meanwhile, the intercept value of 3.5226 indicates that customer loyalty remains high even without digital activities, indicating a strong foundation of loyalty from non-digital factors. This finding has important implications: digital marketing is not just a promotional tool, but a key strategy for building long-term customer engagement. This study recommends that MSMEs optimize digital content, online interactions, and data-driven communication systems to maintain and enhance customer loyalty in the digital marketing era.

Production quantity planning is a crucial component in the bottled water industry (AMDK) to ensure that consumer demand is met efficiently. Inaccuracies in determining the amount of production can lead to overproduction and supply shortages, which ultimately leads to increased operational costs and decreased customer satisfaction. This study applies the Sugeno fuzzy logic method to predict the amount of production based on two main variables, namely weekly demand and raw material stock. The analysis stages include the fuzzification process, the preparation of the rule base, inference using the zero-order Sugeno method, and defuzzification using the Weighted Average (WA) method. The data used is synthetic data that represents the operational conditions of the medium-scale bottled water industry. The results show that the Sugeno fuzzy system is able to produce production predictions that are adaptive and responsive to fluctuations in demand and stock availability. This model provides consistent and stable output, so it can help companies in determining the optimal production amount. These findings confirm that Sugino's fuzzy approach can be an effective decision support tool in bottled water production management, especially in the face of uncertainty and variability in market demand.

This study employs the Systematic Literature Review (SLR) method following the PRISMA 2020 Statement guidelines to identify the main models and indicators used in measuring the performance of Micro, Small, and Medium Enterprises (MSMEs). The literature selection process includes the stages of identification, screening, eligibility assessment, and inclusion, resulting in ten articles from reputable Q1 international journals. The analysis reveals that the most frequently used performance measurement models are integrated performance models such as the Balanced Scorecard, Performance Prism, and models based on resource capability, customer, internal process, and financial perspectives. Commonly used indicators include sales growth, profitability, market share, customer satisfaction, process flexibility, technology adoption, and business sustainability. The study concludes that although financial measures remain dominant, non-financial dimensions—such as digital capability, stakeholder engagement, and internal process effectiveness—are increasingly important for MSMEs operating in the context of global market dynamics and digital transformation. The implications of this study provide theoretical contributions to the development of MSME performance measurement frameworks and offer practical guidance for MSME managers in selecting indicators that align with the characteristics of small and medium-sized enterprises.

Fitness center is a business or service center that provides sports services and sports facilities for its customers. The level of member satisfaction can be seen from the quality of service provided. With the professionalism provided by personal trainers, members will have their own interest in the services and ethics that personal trainers do. This study aims to determine the level of member satisfaction with the professionalism provided by personal trainers at ATLAS CLUB SPORT Surabaya. This type of research is presented using a descriptive quantitative research method with a survey approach, where the questionnaire instrument is used as support for data collection. This study uses the Servqual method to measure the level of professionalism provided by personal trainers to members. This method includes several aspects, namely tangibles, reliability, responsiveness, assurance, and empathy which are used to measure the professionalism of personal trainers. The study population was members who used personal trainer services totaling 100 people, and a sample of 25 people taken using the purposive sampling method. The results of this study indicate that the tangible aspect and the responsiveness aspect received the highest scores, namely 88% and 87%. Meanwhile, the aspects of reliability, assurance, and empathy each received a score of 86%. With the results obtained, it shows that the personal trainer of ATLAS SPORT CLUB Surabaya has provided professional quality, very satisfying service and also understands what members need.

This research aims to throughly explore the differentiation strategy model implemented by the small-medium enterprise (SME) grocery store of  "Yussandi Komunika," in integrating digital transaction services such as prepaid credits, electricity tokens, and e-wallet top-ups, as an effort to create a competitive advantage. The background of the problem is driven by the highly competitive conditions in densely populated areas, where traditional grocery stores are compelled to transform in order to maintain their business relevance.Digital service innovation, presented through an adaptive and user-focused platform, has proven to be a core competency that is difficult to imitate and rare, simultaneously providing a sustainable competitive advantage. This innovation not only addresses the challenges of densely populated conditions but also establishes a new standard for efficiency and customer experience in a competitive market.The effective differentiation model for multi-service grocery stores in highly competitive areas is not solely based on price, but rather on a combination of services and the quality of interpersonal service. The store transforms into a "mini service point" offering one-stop shopping convenience for customers. The main differentiation strategies identified include: (1) Core Service Differentiation (offering comprehensive PPOB (Payment Point Online Banking) services and e-wallet balance availability), (2) Personnel Differentiation (quality of communication and speed of friendly service), and (3) Image Differentiation (creating a perception as a trustworthy and modern store).  

The rapid growth of modern retail competition requires companies to understand key drivers of consumer purchasing behavior, particularly impulse buying. This study examines the influence of price perception on impulse buying, with positive emotion as the mediating variable. Data were collected from 100 Circle K customers in Denpasar City using a purposive sampling method. Responses were collected through questionnaires and analyzed using Path Analysis and Sobel Test. The findings show that price perception has a positive and significant effect on impulse buying and positive emotion, and positive emotion has a positive and significant effect on impulse buying. Further, positive emotion is a significant mediator in the relationship between price perception and impulse buying. These findings support Cognitive Appraisal Theory, suggesting that favorable price perceptions of sales promotions can evoke positive emotional responses, which in turn encourage impulse buying behavior among Circle K customers in Denpasar City.

This article discusses the development of an e-commerce website for a batik store as an effort to digitize marketing and improve operational efficiency. The study focuses on system development strategies, integration of essential features such as product catalogs, shopping carts, digital payment methods, and their impact on customer accessibility. A descriptive qualitative approach was used, employing observation, interviews with the store owner, and a literature review related to e-commerce and digital marketing for MSMEs. The analysis results show that the implementation of a web-based digital platform can expand market reach, enhance customer convenience in shopping, and support more organized and structured transaction recording. The website development was carried out using the Waterfall method to ensure a step-by-step and structured process. These findings indicate that digital transformation through an e-commerce website is a strategic solution for batik MSMEs in facing modern market challenges.

This study aims to explore how gold price volatility influences customers’ investment decisions in Islamic banks within the framework of Islamic values. Employing a qualitative phenomenological approach, the research investigates the perceptions, motivations, and strategies of twelve active customers of Bank Syariah Indonesia in Surabaya through in-depth interviews. The findings reveal that gold price volatility does not necessarily reduce investment interest; instead, it stimulates adaptive and reflective behavior grounded in religious commitment and Islamic financial literacy. Investment decisions are shaped by three main factors: rational risk perception, religious conviction in the permissibility of gold as an Islamic instrument, and trust in the integrity of Islamic financial institutions. Thus, gold price volatility is interpreted not only as an economic signal but also as a social and spiritual phenomenon that fosters financial maturity among investors. The study concludes that faith-driven investment behavior contributes to financial resilience and moral stability amid market uncertainty. These insights enrich the field of Islamic behavioral finance by highlighting the integration of economic rationality and spiritual values in investment decision-making.

This study discusses the implementation of innovative software to improve the efficiency of information management systems at Bank Syariah Indonesia (BSI). The backround of this research begin with growing need for effective and efficient information systems in the digital era, particularly in Islamic banking which requires compliance with sharia principles. The purpose of this study is to identify how software innovation can support better service, data security, and operational effectiveness at BSI. By employing a qualitative descriptive methodology along with a literature review, this research analyzes various technological innovations such as artificial intelligence (AI), big data, and Customer Relationship Management (CRM) applications in Islamic banking systems. The findings show that the adoption of modern information technology significantly enhances operational efficiency, service quality, and competitiveness. The conclusion highlights that software innovation integrated with sharia principles strengthens the management information system and supports BSI’s vision to become a global center of Islamic finance. Future development of software should focus on improving data security and adapting to advanced technologies to further enhance customer service quality.

The manual driver scheduling system in the “Mobil keluarga”Rudi car rental Medan business often faces conflicts and inefficiencies. Problems such as driver double-booking, where Driver A is scheduled to accompany Guest B while still serving Guest C, lead to service delays and customer dissatisfaction. This research aims to design and implement a driver allocation module integrated with a Geographic Information System (GIS) to optimize the scheduling process. The method used is Research and Development (R&D) with data collection through interviews and system design using UML and prototyping in Figma. The proposed system utilizes GIS to map driver locations in real-time and identify the nearest available driver to a customer, thereby reducing allocation decision time. It is hoped that this research can produce a system design that serves as a solution to improve service efficiency and operational productivity in Rudi car rental Medan businesses. The integration of GIS in driver allocation is the novelty of this study in the context of small and medium-sized rental businesses.

Social media has become a tool used by everyone. It has become a widely used tool for sharing information and as a promotional platform. In today's digital era, many MSMEs (Micro, Small, and Medium Enterprises) promote their products using social media, eliminating the need to rely entirely on conventional strategies such as direct sales in markets or stores. Marketing utilizes digital technology to achieve goals through active and measurable communication. Marketing strategies using social media are crucial because they can reach a wide range of buyers without time or geographic limitations. Sellers and buyers can interact with each other through messages, comments, and reviews. This research aimed to gain a deeper understanding of how social media influences the marketing strategies implemented by MSMEs through interviews. The results of this study concluded that social media significantly influences MSME marketing strategies and builds relationships with customers. MSMEs are expected to develop better promotional strategies in the future and learn to adapt to competition in the digital era. As a suggestion, MSMEs are advised to integrate interactive content such as live streaming and influencer collaborations to strengthen consumer engagement, as well as allocate a minimum budget of 10-15% of revenue for digital marketing training.

The rapid advancement of information technology has compelled digital marketing companies to enhance efficiency and system integration to improve business performance. PT Imused Satria Muda, a digital marketing company focusing on beauty and herbal product promotion, faces challenges in integrating its information systems across divisions such as advertising, content creation, and customer service. This study aims to formulate an information systems and information technology (IS/IT) strategy aligned with the company’s business strategy using the Ward and Peppard methodology. A descriptive qualitative approach was employed, with data collected through observation, documentation review, and structured interviews. The analysis utilized SWOT, Value Chain, and McFarlan Strategic Grid tools to identify the internal and external conditions of the business and IS/IT environments. The results indicate that PT Imused Satria Muda requires the development of a cloud-based Customer Relationship Management (CRM) system, a Digital Campaign Dashboard, and marketing automation tools to enhance digital campaign effectiveness. The implementation plan is divided into short- and long-term stages over five years, focusing on data integration, information security, and IT human resource competency improvement. The proposed strategy is expected to increase operational efficiency and strengthen the company’s competitiveness within the dynamic digital marketing industry.

Problems in the meatball dough grinder are low production, increasing maintenance costs and disappointed meatball dough customers who receive orders late due to problems with the electric motor, Pulley, V belt, cutting knife. The purpose of the replacement scheduling is to obtain costs, maintenance-repair schedules in the period 2026, and the ratio of maintenance costs to profits. The replacement scheduling method includes collecting previous period maintenance data, applying the inspection-replace-repair-overhaul (IRRO) method, evaluating component working conditions, predicting component life, predicting repairman costs, predicting supporting equipment that will be used in maintenance, predicting the time to replace spare parts or reinstall components after repair, estimating maintenance and repair costs in 2026, and calculating the ratio of maintenance costs to profits. The results of the replacement scheduling show that the maintenance costs in 2026 are IDR 2,530,000 with an estimated rental rate for the meatball dough grinder of IDR 10,000/kg which has the potential to be rented for 1300 hours/year, and the ratio of maintenance costs to profits is 4.9% which implies that the meatball dough grinder with a capacity of 5 kg/hour still has the potential to sell well and is suitable for use in the coming years.

Micro, small, and medium enterprises (MSMEs) play an important role in the Indonesian economy, both in creating jobs and strengthening the national economy. However, amid the rapid pace of digital technology development, MSMEs cannot rely solely on traditional methods such as manual or offline marketing. Indonesia is a country with a Muslim majority population. This presents a huge opportunity for the Muslim fashion industry, including the Nibras brand located in Sooko Mojokerto. This study aims to examine in depth the application of sharia marketing strategies through the 7Ps at Nibras House Sooko Mojokerto, as well as its implementation in digital marketing. The research method used a descriptive qualitative approach through interviews with the owner and employees of Nibras House Sooko Mojokerto. The results show that Nibras House Sooko Mojokerto has implemented sharia principles in all aspects of marketing with sharia-compliant products, fair prices, honest promotions, strategic locations, good staff, fast and responsive service processes, and good customer reviews. Additionally, Nibras House Sooko Mojokerto utilizes digital marketing through e-commerce and social media to expand its market and strengthen its competitiveness against new Muslim brands.

This study aims to analyze the brand equity strategy and perception of Tomoro Coffee Blimbing based on four main dimensions: brand awareness, brand association, perceived quality, and brand loyalty. A descriptive qualitative approach was used through in-depth interviews with management, baristas, and customers. The data were then analyzed thematically through data reduction, presentation, and conclusion drawing. The results show that Tomoro Coffee's brand awareness is strongly formed through store expansion, social media activities, and a memorable slogan. Brand associations are perceived as modern, aesthetic, and closely related to youth lifestyles, although there is still a conflict between premium and economical images. Regarding quality perceptions, customers value consistent coffee taste and service, but perceived value is still influenced by promotions. Customer loyalty varies, with some indicating repeat visits due to quality, while others rely on promotions and situational needs. This study concludes that Tomoro Coffee's brand equity is quite strong, but needs to be strengthened with perceived value and fostering emotional loyalty. The implications of these findings can inform the development of marketing strategies and brand management in the increasingly competitive coffee shop industry.

The rapid growth of Indonesia's tourism sector, especially in East Java, has increasingly created fierce competition between local culinary brands. Steamed coating product Surabaya, as one of the leading souvenirs, appears on a solid brand awerness representation with an authentic customer experience. This study empirically examines the influence of Brand Awareness and Customer Review on the Purchase Decision of Steamed Layer Products of Surabaya Heroes. A causal quantitative approach was applied by purposive sampling on 96 offline and online buyer respondents. Primary data was obtained through questionnaires, analyzed using multiple linear regression supported by validity, reliability, classical assumptions, and hypothesis tests. The results showed that there was a simultaneous positive influence of the two variables on the purchase decision (F = 92.484; Sig. = 0.000). Partially, Brand Awareness (t = 6.457; β = 0.485) was more dominant than Customer Reviews (t = 5.685; β = 0.427). Adjusted R² = 0.658 explains 65.8% of the variation in purchasing decisions, with the rest by other factors. These findings underscore the urgency of brand equity and digital management reviews to build consumer trust as well as competitive advantage.

Technological developments in the world of social media have had a significant impact on digital marketing, particularly in the cosmetics industry with the use of digital influencers. The digital influencer approach has become a force capable of influencing customer preferences and purchasing intentions. The focus of this study analyzes the influence of digital influencers on the use of the "Tasya Farasya approved" labeling on purchasing intentions. This study uses a quantitative approach and involves 100 respondents selected through a purposive sampling technique. Data were collected through a questionnaire distributed via Google Form with validity and reliability tests. Data analysis revealed a moderate relationship between digital influencers and purchasing intentions. Therefore, the results of this study, based on hypothesis testing and coefficient of determination tests, state that the digital influencer variable has a significant influence on purchasing intentions. Thus, the marketing strategy of collaborating with digital influencers on the use of the "Tasya Farasya approved" labeling on Instagram is an effective strategy to influence purchasing intentions for the Luxcrime Ultra Light Lip Stain product.

Solid Dwipantara is a micro, small, and medium enterprise engaged in the custom furniture business located in the Denpasar area. In terms of marketing, the partner has not yet optimally utilized digital technology and still relies on repeat orders, or in other words, orders that come mostly from customers who have used the partner's services before and also from direct recommendations from customers to potential new customers. For furniture design, the partner still uses manual methods by drawing designs on paper for the size and model of furniture desired by customers. This greatly affects the accuracy of the size and model after production because there may be differences between the final product and the initial design desired by the customer, so sometimes the finished product has to be redone. The partner also lacks understanding in utilizing digital technology to find and obtain the latest custom furniture models and designs that keep up with the times. The partner needs a digital marketing medium and assistance in utilizing digital technology to support the product design process