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This study aims to investigate the intricate relationship among marketing public relations, digital marketing, marketing mix, customer service, and customer loyalty within the contemporary business landscape. Employing a qualitative research design, the study utilizes purposive sampling to gather data from a diverse range of industry experts, marketers, and consumers. Data analysis involves thematic analysis to unveil patterns, themes, and insights from the collected data. The findings shed light on the nuanced interactions among marketing public relations, digital marketing strategies, elements of the marketing mix, quality customer service provision, and its impact on fostering customer loyalty. This research contributes to a deeper understanding of the dynamic marketing ecosystem, offering valuable insights for businesses aiming to enhance customer engagement and loyalty in the digital age.    

Abstract Startups are designed to find the right business model to make the business survive. Startups have the possibility to succeed or fail. This is influenced by capabilities in digital transformation and business development in the technology sector. Indonesia has a low number and quality of digital talent and low entrepreneurship (3.1%). Pontianak has the least number of digital startups (0.74%). Every part in the digital ecosystem is very influential on the sustainability of digital startups. The digital ecosystem in Pontianak is the government, accelerators, universities, incubators, students/talent, communities, and digital startups. This research aims to help digital ecosystems overcome difficulties in collaborating for the development of digital startups in Pontianak. The research method is direct surveys and interviews with 6 local digital startups and startup stakeholders in Pontianak. Stakeholder analysis to determine respondents. The results of in-depth interviews were analyzed using design thinking and focus group discussion (FGD) methods. The results of the research are the main factor for overcoming difficulties in collaborative digital startup development in Pontianak: 1) digital ecosystem activation; and 2) digital-sociopreneurship development and competency improvement. The recommended startup development strategy aims to realize these two things.

This study aims to analyze the perception and intensity of use of QRIS (Quick Response Code Indonesian Standard) among MSMEs (Micro, Small, and Medium Enterprises) in Pekalongan using descriptive qualitative research methods. QRIS is an electronic payment system that allows MSMEs to receive payments via QR codes that can be scanned using a banking application or digital wallet. Through a descriptive qualitative approach, this study involved in-depth interviews with MSMEs owners and managers in Pekalongan to understand their perceptions of QRIS and their intentions in using this payment system. The researcher will use a structured interview guide to collect data on the knowledge, experience, and attitude of MSMEs towards QRIS. Data collected from interviews will be analyzed using descriptive analysis techniques, where findings and patterns arising from interviews will be identified, grouped, and interpreted. This analysis will provide a more in-depth insight into the perception and intensity of QRIS use among MSMEs in Pekalongan City. The results of this study are expected to provide a more in-depth understanding of the factors affecting QRIS adoption among MSMEs from their own perspective. The resulting information can be used to develop better strategies and policies in promoting QRIS use among MSMEs. In addition, the results of this study can also provide valuable input for banks, governments, and other stakeholders in expanding QRIS adoption and increasing financial inclusion in the MSME sector in Pekalongan City. It is hoped that this study will contribute significantly to the development and further understanding of QRIS implementation among MSMEs and help create a more efficient and inclusive payment ecosystem for MSMEs in Pekalongan City and the community as a whole.  

The digital ecosystem is a source of information technology that is interrelated and can be used as a unified whole. So, this system is likely to be used by various parties such as consumers, suppliers, data providers. Trading partners, and many more. This digital ecosystem formed by PT Hanjaya Mandala Sampoerna connects distributors, retail aggregators and companies as facilitators. The application used to run this digital ecosystem is named AYO MITRA SRC, then with this application, distributors or so-called Partners will provide ordering services through the Ayo SRC application, this provides convenience and increases effectiveness in transactions, which does not need to exist queuing to select and count goods resulting in an increase in service quality and partner capacity, one of which is in terms of neater and more structured sales records.

This study aims to describe and analyze the effect of readiness for change and agile leadership on the dynamic capabilities of SMEs. Furthermore, this study also examines the influence of dynamic capabilities on strengthening the digital ecosystem of SMEs. If SMEs are ready to change and have agile leadership, it will increase their dynamic capabilities. This dynamic capability of SMEs will ultimately improve the lives and long-term sustainability of SMEs in the digital world. This type of research is explanatory research to analyze SMEs’ digital ecosystem improvement. This research uses regression analysis methods and path analysis in managing data. The sampling technique used non-random sampling with a purposive sampling method. Data were collected from 250 SMEs in Central Java through a questionnaire. The results of the study show that readiness for change and agile leadership can increase the dynamic capabilities of SMEs. The increasing dynamic capabilities of SMEs are proven to be able to strengthen the digital ecosystem for SMEs. The results of this study are expected to contribute to SMEs strengthening the growth of the digital economy in Indonesia. The urgency of this research relates to factors that can strengthen the SME digital ecosystem and contribute to improving the economy.