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The abstract of the Guangyuan Forest Health Tourism Industry Development Strategy focuses on enhancing tourist intentions in Sichuan through a multifaceted approach. The strategy emphasizes the importance of targeted marketing that highlights the health benefits of forest tourism, utilizing digital platforms and social media to reach health-conscious travelers effectively. Integrating cultural experiences with natural attractions is crucial, as well as fostering emotional connections and encouraging repeat visits. Sustainability practices are prioritized to build consumer trust and align with environmentally conscious travel trends. The strategy also calls for improving visitor experiences through enhanced infrastructure, immersive activities, and continuous feedback mechanisms to refine offerings. Establishing partnerships with local businesses and cultural organizations further enriches the tourism experience, contributing to the sustainable growth of the forest health tourism sector in Guangyuan and enhancing overall tourist satisfaction based on a sample of 385 Sichuan respondents.

Social media is now a very important factor especially for startups, especially in the early stages of growth and brand recognition. The Importance of Social Media as a Marketing Strategy for Startups Students and prospective students in Malaysia. With the increasing use of digital platforms, utilizing social media has become a crucial strategy to reach target audiences, build brand awareness, and increase customer interaction. Seeks to enhance students’ comprehension of the strategic role of social media in effectively marketing their goods and services. Without a social media presence, a startup is missing out on a huge opportunity to grow, be recognized, and connect with potential customers. It is not just about digital existence, but also about competitiveness and business continuity.

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia's economic development, contributing to employment, income generation, and entrepreneurship. However, many MSMEs face challenges in adapting to technological advancements, particularly in implementing digital marketing strategies. This study aims to analyze how digital marketing can accelerate the development of MSMEs in Indonesia through a literature review approach. The findings highlight that digital marketing provides MSMEs with opportunities to expand their market reach, increase brand visibility, and optimize costs. Social media platforms, e-commerce, and other digital tools enable MSMEs to connect with customers more effectively. Despite these benefits, barriers such as limited technological access, lack of digital literacy, and uneven internet infrastructure hinder the adoption of digital marketing. Collaborative efforts from the government, educational institutions, and the private sector are necessary to overcome these obstacles. Providing training, improving access to technology, and fostering innovation are crucial steps to support MSMEs in achieving sustainable growth.

This research aims to describe the implementation of digital transformation in marketing strategies among micro, small, and medium enterprises (MSMEs) in the culinary sector, using Nomnom Kitchen in Bandarlampung City as a case study. Employing a qualitative approach with data collection techniques including interviews, observations, and documentation, the research explores the firsthand experiences of business actors in transitioning from conventional to digital marketing. The findings reveal that MSME actors face complex dynamics throughout the digitalization process, involving internal challenges such as limited human resources and digital content management, as well as external opportunities like expanded market reach. Digital transformation emerges as a strategic tool that enhances promotional efficiency, strengthens customer engagement, and fosters a business model that is more responsive to technological advances. The study highlights the importance of digital training and the enhancement of entrepreneurial capacity to optimize the digital potential of MSMEs.

This study aims to analyze the implementation of the 4P marketing mix strategy (Product, Price, Place, Promotion) at Firdaus Farm, a tilapia farming business in Tasikmalaya, and its effectiveness in enhancing the business's competitiveness and profitability. The method used is qualitative descriptive with a case study through observations, interviews, and direct documentation at the business location. The research findings indicate that the product strategy, which emphasizes tilapia quality—such as freshness, uniform size, clean packaging, and quality certification—constitutes the primary factor in attracting consumer interest. The flexible and competitive pricing strategy, adjusted according to market conditions and consumer purchasing power, along with bonuses for loyal customers, proved to increase customer loyalty and sales. Product distribution is carried out through traditional channels and has begun utilizing digital platforms to expand market reach, with the strategic location of the business supporting distribution efficiency. Promotion, still mainly traditional, is starting to develop into digital promotion through social media, which effectively increases product visibility and appeal. This study concludes that the consistent and adaptive application of the 4P marketing mix can enhance Firdaus Farm’s competitiveness in the tilapia market. It is recommended that business practitioners continue to develop product innovations, evaluate pricing, expand digital distribution, and optimize digital promotion in order to face increasingly intense market competition.

This study aims to formulate effective promotional strategies to increase the popularity of Lae Pinang Waterfall as a potential natural tourism destination in Pakpak Bharat Regency. Despite its natural beauty and rich cultural value, this destination remains relatively unknown due to the lack of targeted promotional efforts and underdeveloped supporting infrastructure. This research employs a descriptive qualitative approach, utilizing data collection techniques such as interviews, observations, and document analysis. Key informants include the Department of Tourism, local communities, tourism business actors, and visitors. The findings indicate that effective promotional strategies involve the use of social media, the development of creative content based on local culture, increased collaboration among stakeholders, and improvement of tourism facilities and infrastructure. Through analysis, it is concluded that Lae Pinang Waterfall has strengths in its natural charm and pristine environment but faces challenges related to accessibility and limited digital promotion. Therefore, an integrated promotion strategy with a focus on digital marketing is essential to enhance tourist appeal and support the sustainable economic development of the local communit

This community service initiative aims to promote digitalization to strengthen local entrepreneurship, which in turn contributes to increasing regional revenue. The program focuses on training in using digital technologies, such as social media, online marketplaces, and digital marketing tools, to enhance business effectiveness. Mentoring is provided to help entrepreneurs understand and implement technology-based strategies in their operations. The results show an improvement in participants' digital skills and increased use of technology in business management, leading to higher business income. This growth is expected to contribute to regional revenue through more productive business sectors. Digital transformation has proven to be a strategic approach in fostering innovative and competitive local entrepreneurship.

This community service initiative aims to promote digitalization to strengthen local entrepreneurship, which in turn contributes to increasing regional revenue. The program focuses on training in using digital technologies, such as social media, online marketplaces, and digital marketing tools, to enhance business effectiveness. Mentoring is provided to help entrepreneurs understand and implement technology-based strategies in their operations. The results show an improvement in participants' digital skills and increased use of technology in business management, leading to higher business income. This growth is expected to contribute to regional revenue through more productive business sectors. Digital transformation has proven to be a strategic approach in fostering innovative and competitive local entrepreneurship.

This study aims to examine the influence of influencer marketing in increasing brand awareness and consumer trust among generation Z with a case study of Scarlett Whitening. Using quantitative methods, this study tests the hypothesis through path analysis. The results show that influencer marketing has a significant influence on brand awareness and consumer trust. Influencer credibility, authenticity, and engagement are the main factors in forming positive perceptions of the brand. Scarlett Whitening utilizes this marketing strategy through collaboration with macro and micro influencers, interactive content presentation, and consistency in brand communication. These findings confirm that influencer marketing is an effective promotional strategy in increasing brand awareness and building trust, especially among generation Z who are more active in digital media. Further research is recommended to explore other factors that can influence consumer behavior in the digital era.

Tegalwaru Village in Ciampea District, Bogor Regency, possesses substantial potential for sustainable Micro, Small, and Medium Enterprise (MSME) development, yet faces challenges in marketing and digital adoption. This study aims to analyze the progress of MSMEs in Tegalwaru, focusing on production, marketing strategies, and ecotourism integration to enhance economic growth. Using a qualitative descriptive approach, data was collected through in-depth interviews with MSME actors, field observations, and document analysis. Findings indicate that while MSMEs have advanced in product diversification and production capacity, their growth is hindered by limited digital marketing skills and inadequate access to capital. Conversely, the village’s rich natural and cultural resources present significant opportunities for ecotourism, which could synergize with MSMEs to boost local income sustainably. The study highlights the need for targeted interventions, including digital literacy training, improved financing access, and collaborative efforts among MSMEs, local government, and tourism stakeholders. By strengthening these aspects, Tegalwaru can achieve holistic MSME development, fostering economic resilience and community welfare. The research underscores the importance of integrating MSMEs with ecotourism as a strategy for inclusive and sustainable rural development.

This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

The Entrepreneurship Seminar held by Post 7 MiT-19 KKN UIN Walisongo in Bedono Village is part of the community empowerment program, especially in supporting the progress of Micro, Small, and Medium Enterprises (MSMEs). This activity raised the theme "Digital Branding Strategy for MSMEs in Bedono Village" with the goal of increasing the insight and skills of MSME actors in optimizing digital media as a product promotion and marketing tool. This seminar was carried out through the delivery of materials, discussion of case studies, and direct practice of digital content creation. The results of the activity showed an increase in participants' understanding of the importance of building brand identity, the use of social media, and the proper implementation of digital marketing strategies. This activity is expected to be the first step to encourage local MSMEs to be able to compete more widely through digital brand strengthening.

In the 2024 Tanjungpinang City Pilkada, the Rahma-Rizha pair competed with Lis-Raja in the mayoral and deputy mayoral elections. Both candidate pairs have previous mayoral experience. The campaign was conducted directly to the public and utilized digital media. This study aims to compare the political marketing process between the Rahma-Rizha and Lis-Raja candidate pairs with the 4P theory by Philip B. Neffinegger and using qualitative methods. Based on the results of the product indicator study, the Lis-Raja pair excelled in active campaign programs and approaches, while Rahma-Rizha relied on the incumbent's experience and specific religious programs. Although their strategy was less than optimal, the program was an advantage over their political opponents. The promotion indicator showed the Lis-Raja pair's superiority in campaign effectiveness through social media and community support, while the Rahma-Rizha pair was stronger in direct meetings although less optimal in digital promotion and involvement of supporting figures. The price indicator explained that the Lis-Raja pair had greater financial capacity than the Rahma-Rizha pair. Finally, the place indicator shows that the Lis-Raja pair was more effective in approaching the community by involving religious figures as an effort to strengthen the religious brand by changing their appearance as a religious figure in the public eye, while Rahma tried to improve her image and support through Rizha, who has a background in preaching, to strengthen the mass base among religious figures, but this did not achieve the expected results. Although the Lis-Raja pair has an advantage in several political marketing indicators, such as a more active campaign program and effective use of social media, the Rahma-Rizha pair still has the potential to gain support, especially among voters who prioritize experience and personal strength in leadership.

This study aims to analyze the marketing strategies implemented by Enauto Café to enhance customer attraction and loyalty in Nabire. A descriptive qualitative method was employed through direct observation, interviews with the café manager and customers, and questionnaires distributed to 40 respondents. The findings indicate that social media-based marketing strategies, strong visual branding, and consistent customer service contribute significantly to customer loyalty. However, there are notable weaknesses in direct promotion and menu variety. Therefore, strengthening local promotion efforts and product innovation are recommended as strategic improvements.

The study focuses on analyzing business strategies to enhance sales in 24-hour coffee shops (warkop24h) in Indonesia, considering their unique challenges and opportunities. Conducted through supportive activities in Karangasih Village, Bekasi, the research employs various methodologies including surveys, discussions, and practical tutorials aimed at providing comprehensive reviews and innovative strategies. Key findings indicate that these coffee shops need to improve promotional efforts and address supply chain issues, particularly with essential ingredients like ice, to bolster customer satisfaction. By developing unique menu offerings and leveraging digital marketing, these businesses can capture the attention of the younger demographic, particularly Gen Z, who view warkop as social and creative spaces. The study concludes that implementing strategic adaptations in response to market trends and customer preferences can significantly bolster the viability and growth of coffee shop businesses in competitive environments. This research highlights the critical role of micro, small, and medium enterprises (UMKM) in contributing to the broader economic framework of Indonesia.

Talent management in the modern business sector is crucial because it provides a greater contribution to the management of human resources, which are now seen as valuable assets of the company. This approach not only functions as an internal strategy, but also as a form of anticipation of the risk of losing quality workers, considering the tendency of high employee mobility who can move to other companies at any time with more attractive offers. Through effective talent management, companies can optimize the potential of their personnel in achieving organizational goals. This study uses a literature study method, and the findings show that job satisfaction has a significant correlation with talent management practices. Some of the strategies identified in this context include developing digital skills, mapping talents in accordance with digital initiatives, creating a culture of innovation and maintenance, and utilizing technology and data analytics. A holistic and strategic talent management approach, supported by innovative leadership and adaptive marketing strategies, enables companies to effectively identify, develop, and retain the potential of individuals. This process includes the stages of recruitment, competency development, performance management, talent retention, and succession planning. The long-term output of successful talent management is the company's ability to retain the millennial generation workforce, which is known to be dynamic and demands a progressive work environment that supports continuous self-development

Kampung 4 Village has great potential in developing home-based culinary businesses as a strategy to increase family economic independence. One promising business opportunity is Tuna Balado Rice Bowl, a practical food product that combines tuna as the main ingredient with the distinctive flavor of balado. This product has broad market prospects because it is easy to produce, has high nutritional value, and is in line with the trend of fast food that is in demand by various groups. In addition, this business can be run with relatively affordable capital and has broad marketing potential through digital strategies such as social media and delivery services. Seeing these opportunities, the Tuna Balado Rice Bowl business can be an alternative home-based business that is competitive, able to increase family income, and contribute to strengthening the local economy in a sustainable manner.

The development of digital technology has encouraged companies to utilize digital marketing to increase competitiveness and sales. This research analyzes digital marketing strategies through the social media platforms Instagram and TikTok at PT. Akasa Kreasi Bersama. Both platforms have the advantage of reaching a wider audience and increasing interaction with consumers through visual content and short videos. The research method used is descriptive qualitative with data collection techniques through interviews, observation and document study. The research results show that Instagram is effective in building a brand image through its Stories, Reels and IGTV features, while TikTok excels in spreading content virally thanks to its interaction-based algorithm. The use of paid advertising and collaboration with influencers also contributes to increasing sales conversions. However, the main challenges in implementing this strategy are dynamic changes in social media algorithms and the need to create content that is innovative and relevant to trends. Therefore, companies need to carry out regular evaluations and strategy adjustments to remain competitive in digital marketing.

The increase in trade tariffs is a serious challenge for Micro, Small, and Medium Enterprises (MSMEs) in maintaining the competitiveness of their products in domestic and international markets. This community service activity aims to provide understanding and practical skills to MSMEs about adaptive and sustainable marketing strategy innovations. Socialization is carried out through workshops and interactive discussions involving MSMEs from various sectors. The material presented includes the use of digital media, increasing product branding, market diversification, and competitive pricing strategies. The activity results show an increase in participants' knowledge in implementing innovative marketing approaches and awareness of the importance of digital transformation in dealing with external pressures such as increasing trade tariffs. Thus, this activity is expected to strengthen MSME resilience and encourage sustainable business growth. This activity also opens up opportunities for further collaboration between academics and MSMEs in developing strategic solutions based on real needs in the field.