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The shift in lifestyle patterns, particularly in urban areas, has driven rapid growth in the fast food industry in Indonesia. Many franchise businesses are chosen by the public because they offer proven systems that reduce the risk of failure. This study aims to analyze and examine the market expansion strategies implemented by fast food franchise brand owners in Indonesia. The focus of this study is a descriptive qualitative approach with case studies of several local and international fast food franchises. The methods used in this study include in-depth interviews, observation, and documentation to gather relevant data on the strategies employed. Successful franchises are influenced by several key factors, including strong brand equity, clear operational standards, and support systems provided by the franchiser to franchisees. Furthermore, the ability to adapt to local tastes is also an essential aspect in the success of expanding fast food franchises in Indonesia. The study also reveals that the utilization of digital media, selection of strategic locations, and partnerships with food delivery services are major drivers of market expansion strategies. The results of this study emphasize that fast food franchises looking to grow further need to implement product differentiation strategies to remain competitive in an increasingly crowded market. Product innovation is key for franchises to stay relevant and stand out from other brands. Additionally, continuous mentoring and evaluation of franchise partners are critical for ensuring sustainable and mutually beneficial collaborations. Overall, applying the right strategies and ensuring sustainability will ensure the success and broader market expansion of fast food franchises in Indonesia.

This study examines the potential for digital branding transformation of Mitra Havana Sulung Mandiri, a construction service company in East Java, through the utilization of TikTok as a promotional platform. Using observations and interviews, the research identified strong visual content opportunities from the company’s activities, such as documenting construction progress, showcasing before-and-after project visuals, and sharing client testimonials. These elements offer significant storytelling potential for engaging online audiences. However, several internal barriers hinder optimal implementation. These include limited digital literacy among staff, inadequate content creation tools, and the absence of standardized procedures for producing and publishing content. Externally, skepticism toward social media marketing in the construction sector and the unpredictability of TikTok’s algorithm also create challenges. Thematic analysis revealed three primary needs: maximizing existing visual assets to create compelling narratives, enhancing internal capacity through targeted digital training, and developing a culture that supports continuous digital engagement. To address these, the study proposes an initial strategy involving educational content, behind-the-scenes videos, and a clear content production guide. In addition, it suggests forming a dedicated social media team, running a 30-day continuous content campaign, and collaborating with local creators to expand reach. These recommendations align with existing literature on the role of short-form video in increasing brand awareness, credibility, and trust in service-oriented industries. By integrating strategic content planning, capacity building, and consistent online engagement, construction SMEs can position themselves competitively in the evolving digital marketplace. The case of Mitra Havana Sulung Mandiri demonstrates that even in traditionally offline industries, leveraging TikTok can offer a pathway toward brand differentiation and long-term audience growth.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

The development of culinary tourism in Indonesia is growing rapidly. Various new types of food, new menus with new names, and new ways of serving food continue to emerge. Mie Gacoan is one of Indonesia's original culinary delights, with a variety of unique menus and names. Mie Gacoan has become one of the most popular spicy noodle products in Indonesia. This study aims to analyze the competitive advantage strategies of Mie Gacoan in Indonesia. The research was conducted using a qualitative descriptive approach. Data collection was carried out through in-depth interviews, digital observations, and documentation. The results of the study indicate that Mie Gacoan's success in attracting and retaining customers amid intense culinary business competition is driven by several key factors, including product differentiation through variations in spicy noodle menus with adjustable levels of spiciness, creative menu names, and continuous product innovation, which serve as the main attractions for consumers. Effective digital marketing strategies through social media, competitive pricing, operational efficiency in service, and strong branding also significantly contribute to Mie Gacoan's competitive advantage. To maintain its position in the market, Mie Gacoan must continue to innovate, adapt to consumer trends, and leverage customer data to enhance overall satisfaction. As a result, Mie Gacoan has successfully established a strong foundation for sustainable growth in Indonesia's culinary industry.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.

Business rivalry compels business owners to continuously seek effective strategies to maintain their market position. This challenge is also faced by Rumah Kepiting Sari, which strives to survive amidst competition by leveraging brand trust and price differentiation. This study aims to determine and analyze the influence of brand trust and price on consumer purchasing decisions. The research employs a quantitative approach using a non-probability sampling technique. Data were collected through questionnaires distributed to 100 respondents who had made a purchase decision at Rumah Kepiting Sari. The data were analyzed using multiple linear regression and hypothesis testing. The findings reveal that the brand trust variable has a significant positive effect on purchasing decisions, whereas the price variable does not significantly influence consumer purchasing behavior. However, when considered simultaneously, brand trust and price together have a significant effect on purchasing decisions. The coefficient of determination (R²) obtained in this study is 0.397, indicating that 39.7% of the variance in purchasing decisions can be explained by brand trust and price, while the remaining 60.3% is influenced by other factors not examined in this research. These results suggest that building and maintaining consumer trust in the brand is more impactful in influencing purchasing behavior compared to price considerations. Therefore, it is recommended that Rumah Kepiting Sari continues to enhance brand trust through consistent service quality, product reliability, and strong customer engagement, while also evaluating pricing strategies to remain competitive. Strengthening these aspects will contribute to long-term customer loyalty and sustainability in a competitive business environment.

This study aims to analyze in depth the role of corporate communication strategies in enhancing customer satisfaction and maintaining product quality at Labbaik Chicken, a company operating in the fast food industry. In the context of the digital era and the Fourth Industrial Revolution, effective communication strategies are crucial for strengthening brand image and maintaining competitiveness in an increasingly dynamic market. Corporate communication serves not only as a tool for delivering information but also as a bridge to build long-term relationships with customers. This research employs a qualitative approach through literature review to explore relevant communication theories and link them to factors that influence customer satisfaction and product quality. The findings reveal that good, transparent, and responsive communication from the company can enhance customer trust, foster loyalty, and create a positive customer experience. Furthermore, consistent product quality that aligns with customer expectations—in terms of taste, presentation, and service—has a significant impact on customer satisfaction and purchasing decisions. Therefore, companies need to implement integrated communication strategies alongside product quality management to create added value and differentiation in the market. The conclusion of this study highlights that an appropriate corporate communication strategy is one of the key factors in increasing customer satisfaction and strengthening the company’s position and reputation in the competitive fast food industry.

Borobudur's cultural heritage as a global tourism destination requires innovative strategies in local product development. This research examines the role of Intellectual Property (IP) in the industrial design of Upanat Sandals in increasing the competitiveness of the Borobudur National Tourism Destination (DPN) and its surroundings in the international arena. Through a normative legal research method with a descriptive-analytical approach, the study focuses on analysing industrial design regulations, IP documentation, and in-depth interviews with industry players and tourism stakeholders. Specifically, the research investigates how the Upanat Sandal industrial design can be a strategic instrument in building the identity and competitiveness of tourism destinations. The results revealed that IP protection on Upanat Sandals has the potential to create tourism product differentiation, encourage creative economy innovation, and strengthen Borobudur destination branding at the international level. The findings show that the development and protection of industrial design IP can be an effective strategy in increasing tourist attractiveness, presenting the uniqueness of local culture, and opening up new economic opportunities. However, the research also identified significant challenges, such as low public awareness of the importance of IP protection and the complexity of registration procedures that hinder the development of maximum potential.

This article describes the analysis and development strategy at PT Astra Honda Motor, one of the leaders of the Indonesian two-wheel industry. This article uses SWOT analysis and Porter's Five Forces model to examine the strengths, weaknesses, opportunities and threats facing the company. PT Astra Honda Motor is known for its product quality and strong brand image, but faces challenges from competitors such as Yamaha. Strategic design includes product differentiation, design innovation, and price adjustments to maintain market share.

Abstract. Semiotic analysis of advertising aims to uncover the hidden meanings behind visual and textual elements presented in promotional content. This study explores the semiotic features in smartphone advertising, focusing on Oppo as a case study. This study uses a comparative framework to analyze the similarities and differences between Oppo advertising and competing brands. The analysis is conducted through Charles Sanders Peirce's triadic model, consisting of representamen, object, and interpretant, as well as Roland Barthes' concepts of denotation and connotation. This study identifies symbolic, iconic, and indexical signs used in Oppo advertising to build brand identity and attract target audiences. Key findings reveal how visual elements, color schemes, and slogans emphasize innovation, premium quality, and emotional connection. Comparative insights highlight Oppo's differentiation strategies, such as integrating cultural nuances and leveraging aspirational imagery, to strengthen its market position. The results of this study provide a deeper understanding of how semiotic strategies influence consumer perception and purchasing behavior, as well as provide practical implications for marketers and advertisers. This study bridges the gap between semiotic theory and its application in modern advertising, providing a comprehensive perspective on the power of signs in shaping brand narratives.

In a business, there must be characteristics of each business actor so that legal protection can be given to the works they sell. Physically, the work or product must have a differentiator from the products of other business actors in order to avoid disputes. This literature article will examine the effect of trademark rights on marketing strategies and product differentiation in Indonesia. It will certainly provide results on the level of effectiveness of the marketing strategy by maximizing the concept of product differentiation. Therefore, of course it has factors that influence Trademark Rights on Marketing Strategy and Product Differentiation.  

This research aims to analyze the branding strategies implemented by Universitas Negeri Jakarta (UNJ) through the Instagram social media platform to see their brand image. The study employed a field study with a descriptive qualitative research approach. Data collection techniques were conducted through interviews, observations, and documentation. The results of the research indicate that UNJ has successfully built a strong and positive image through a consistent approach in highlighting academic achievements, campus activities, and cultural diversity. Active interaction with users has also proven to be key in strengthening the relationship between UNJ and their Instagram audience. Additionally, clear differentiation in emphasizing unique advantages and the distinctive identity of UNJ significantly contributes to distinguishing UNJ's brand from other educational institutions. However, challenges such as maintaining consistent user engagement need to be addressed through improved research and more innovative content strategies in the future. Therefore, this research provides valuable insights for marketing and branding practitioners in developing more effective strategies on social media platforms..

The aim of this research is to determine the influence of brand image and product differentiation on sales at PT Aerofood Indonesia Kualanamu Branch and the extent to which product differentiation influences customer satisfaction at that location. Quantitative methods are applied. The population of this research is all customers who have used products and services from PT Aerofood Indonesia Kualanamu Branch. 110 respondents were given a questionnaire to fill out in order to do this. The findings of this research show that at PT Aerofood Indonesia Kualanamu Branch, product differentiation has a good and significant influence on customer satisfaction. However, at PT Aerofood Indonesia Kualanamu Branch, brand image does not have a real impact on customer satisfaction, either positively or negatively. At PT Aerofood, customer satisfaction and sales are significantly influenced by product differentiation and brand image.

This research discusses the role of PT. Indofood Tbk and PT. Indofood CBP Sukses Makmur Tbk in shaping brand differentiation through Corporate Social Responsibility (CSR) programs, with a focus on the Indofood Research Nugraha (IRN) initiative. The IRN program provides research funding to students to support research in the field of food, while the companies use various media to communicate their CSR initiatives. The research method employed is qualitative with descriptive analysis. Findings highlight the contributions of CSR programs in strengthening the company's image as an entity that cares about society and the environment, and creating brand differentiation that integrates social responsibility. By making CSR an integral part of the company's vision and mission, CSR becomes the foundation for all company activities, playing a crucial role in building a positive brand image and enhancing community engagement.

This article is a research for researchers in marketing, particularly brand. This article isformulated based on the record and the facts that are found in the field. Facts where industriaculinary competition at this time spawned creativity in finding a name that has a unique culinaryefforts. uniqueness is on one side in an effort to build differentiation to competitors and at thesame time aim to influence customer satisfaction. This article attempts to explore further thefactors that lead to a better culinary value and how the value of culinary and business name to bedeterminants of consumer satisfaction. Formulation variables and indicators refer to previousresearch studies. A model has been developed and three hypotheses have been formulated toaddress the research problem. The sampling technique is quota sampling. Respondents of thisresearch were 100 respondents, of which the respondent is a consumer culinary Semarang. Dataanalysis tool used is Structural Equation Modelling (SEM) in AMOS 16.0 program. The resultsof the data analysis of this study suggests a third model and research hypothesis can be accepted.Managerial Implications give advice to focus on the influence of culinary value to customersatisfaction culinary in Semarang.