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Micro, Small, and Medium Enterprises (MSMEs) in Indonesia and Malaysia constitute the core drivers of employment and economic growth, yet many remain constrained by limited competitiveness in international markets due to uneven digital adoption. This study addresses the problem of how international digital transformation can be effectively leveraged to enhance the performance and sustainability of Smart MSMEs, with the objective of identifying key digital strategies that support sustainable business development. Employing a mixed-methods approach, the research combines quantitative surveys of MSME actors with qualitative in-depth interviews of business owners who have implemented international digital initiatives, including cross-border e-commerce, global payment systems, and international digital marketing. The data are analyzed using descriptive and comparative techniques to examine enabling factors, challenges, and cross-country differences between Indonesia and Malaysia. The findings indicate that international digital transformation significantly improves market access, operational efficiency, and business resilience, while strategic integration of digital platforms and international networks strengthens long-term sustainability. The study concludes that developing Smart MSMEs through internationally oriented digital transformation is a critical pathway for achieving sustainable business development and enhancing regional and global competitiveness, and it offers strategic and policy-oriented recommendations for MSME stakeholders.

Micro, small, and medium enterprises (MSMEs) play a strategic role in supporting the local economy, but still face limitations in the use of technology and market expansion. The Banana Chip MSME (Toko Agung) in Banatorejo Village, Tapango District, Polewali Mandar Regency is one of the local food businesses that has potential, but its management is still traditional. This community service activity aims to develop technology-based MSMEs to increase product competitiveness. The methods used are participatory assistance through observation, interviews, training, and evaluation, with a focus on digital marketing, packaging and branding improvements, and strengthening simple business management. The results of the activity showed an improvement in packaging quality, expansion of marketing reach through digital media, and improvements in business financial record keeping. Technology-based development has a positive impact on the readiness of MSMEs to face broader market competition. The implications of this activity show that integrated technology assistance can be an effective strategy in increasing the competitiveness and sustainability of local food MSMEs.

This Community Service (PkM) activity was implemented in the form of an entrepreneurship seminar. This seminar strategically raised the theme "Changing the Mindset Shift from Follower to Owner", with the crucial aim of facilitating a paradigm shift in participants from mere passive consumers or followers to active and empowered business owners (owners). The implementation of PkM is based on the reality of the high unemployment rate among educated people and the urgency of global economic challenges that demand mental transformation and strengthening of practical skills. The main target group of this activity included students of entrepreneurship study programs from various universities in East Java as well as representatives of Micro, Small, and Medium Enterprises (MSMEs) operating in the Gresik area, ensuring the relevance of the material to academic and practical needs. This seminar featured two credible expert speakers in the field of entrepreneurship. The implementation method focused on interactive delivery of material, followed by a focused discussion session to maximize knowledge absorption. The results achieved showed a significant increase in understanding among participants, not only regarding the importance of instilling an entrepreneurial mindset but also mastery of practical aspects of business, including digital marketing implementation strategies and concrete steps in starting or developing a business unit. Through this intervention, PkM is expected to be able to provide a real contribution to accelerating the creation of new, innovative entrepreneurs and strengthening the sustainable entrepreneurial ecosystem in East Java

The ever-changing and rapidly developing fashion trends have created a consumer culture among global society, driven by social media and digital marketing. Excessive consumption of clothing not only fulfills personal needs but also becomes an indicator of social status. As a result, the textile industry has experienced rapid growth, contributing significantly to the economy, especially in countries such as Indonesia and Vietnam. However, textile production uses energy sources that are not environmentally friendly, producing greenhouse gas emissions that have negative impacts on the environment, such as global warming and climate change. Indonesia and Vietnam, as one of the developing countries that rely on industry as a profitable sector, act as the largest contributors of emissions in Southeast Asia. Indonesia and Vietnam face major challenges in reducing environmental impacts while maintaining economic growth. Efforts to reduce greenhouse gas emissions are an important priority for long-term sustainability. The implementation of clear, firm and targeted regulations plays an important role in enforcing rules that can protect the environment from perpetrators of destruction by the industrial sector.

This study aims to analyze the digital marketing strategies implemented to enhance branding in the Muslim fashion business at the "Hilya Collection" Store in Lamongan. Using a deductive qualitative approach, data were obtained through online interviews and literature studies from various sources, such as books, articles, journals, and relevant social media. The "Hilya Collection" Store utilizes social media for product promotion, collaborating with agents and resellers through WhatsApp groups, Instagram Reels, Shopee accounts, Facebook, and TikTok. This digital marketing strategy helps the store build strong branding, increase customer trust, and expand its market reach globally. With consistent implementation of the right digital strategy, this business can compete in a wider market, reach more Muslim customers, and have a positive impact on the store's development. It is hoped that the implementation of this digital marketing strategy will continue to support the growth and success of the "Hilya Collection" Store in facing increasingly fierce market competition.

: The empowerment of micro, small, and medium enterprises (MSMEs) plays a crucial role in strengthening local economic resilience, increasing community welfare, and enhancing competitiveness in the digital era. This international community service program focuses on developing the Kedung Aren Banana Chips MSME through the implementation of product-based QR Codes as a digital marketing tool. The program aims to improve digital literacy, strengthen branding, and expand market reach, particularly toward potential international consumers. The activities conducted include training on QR Code creation, guidance on integrating digital information into product packaging, monitoring marketing practices, and evaluating the program’s effectiveness. Feedback from Malaysian partners and participants indicates that optimizing QR Codes with dynamic and informative digital content significantly enhances market accessibility, consumer trust, and promotional effectiveness. The program generates positive economic impacts through increased sales potential, social benefits through improved human resource capabilities, and environmental benefits by reducing the use of printed promotional materials. Overall, the program provides a sustainable foundation for MSME modernization and positions Kedung Aren banana chip products to compete more effectively in both domestic and global markets.

The rise of online gambling has become an urgent social issue among South Tangerang adults, with Indonesia occupying the highest position as an online gambling user globally. This qualitative case study aims to explore the factors that cause adult involvement in online gambling, the recovery process of individuals experiencing addiction, and the role of local stakeholders in efforts to overcome it. The findings of the study revealed five main factors, namely the influence of friendships, situational pressure due to aggressive marketing, early winning experiences, misperceptions of winning strategies, and overconfidence in personal abilities. Recovery efforts undertaken by individuals include transformation of mindset, restriction of negative associations, elimination of access to online gambling platforms, increased spiritual engagement, and participation in productive activities. Meanwhile, stakeholders play a role through community education, collaboration with religious and community leaders, public awareness campaigns, and the provision of family counseling. However, this study found that there is no sustainable structured rehabilitation program. Therefore, this study recommends the development of comprehensive social intervention strategies involving professional psychological support and stronger enforcement of regulations to effectively address online gambling addiction.

This study explores the roles of innovation and perseverance as critical success factors for young entrepreneurs in the fried chicken business through an in-depth case study of Fried Chicken Smile, located in Medan Tembung Subdistrict. The research focuses on how young entrepreneurs are able to survive and grow in a highly competitive culinary market dominated by global brands such as KFC. Using a qualitative research approach, data were collected through in-depth interviews with business owners and employees, direct field observations, and documentation analysis. The study is supported by several theoretical perspectives, including Grit Theory, which emphasizes perseverance and passion for long-term goals; Entrepreneurial Behavior Theory, which explains proactive and adaptive business behavior; and Schumpeter’s Innovation Theory, which highlights innovation as a driver of competitive advantage. The findings indicate that business success is influenced by continuous product innovation, particularly through adapting menu flavors to local tastes, maintaining consistent operational quality, and implementing effective digital marketing strategies via social media platforms. In addition, strong social support from family, peers, and local communities plays a significant role in sustaining entrepreneurial motivation. Overall, the study demonstrates that the combination of innovation, persistence, and social capital enhances competitiveness and supports the growth of micro, small, and medium enterprises (MSMEs). These findings provide valuable insights for the development of young entrepreneurship in Indonesia’s dynamic culinary sector.

This Community Service Program (PKM) aims to provide direct socialization and mentoring to Micro, Small, and Medium Enterprise (MSME) actors in Biring Ere Village to enhance the quality and sustainability of their businesses. MSMEs play a vital role in the village economy as drivers of local economic growth and employment. However, various obstacles such as limited access to capital, low quality of human resources, restricted market access, lack of product innovation, and weak business management remain major barriers. This community service activity was conducted through interactive socialization methods, skills training, direct mentoring, and focused group discussions involving MSME actors, village heads, village officials, and the general community. The materials presented included business development strategies, basic financial management, product marketing techniques, product innovation and diversification, and access to capital. The results demonstrated increased understanding among MSME actors regarding business development strategies, heightened motivation to innovate, formation of collaborative business groups, and enhanced awareness of the importance of sound business management. This program has had a significant impact on empowering the community's economy and strengthening the capacity of MSME actors in Biring Ere Village to face global economic challenges.

Advancements in digital technology have brought about major transformations in international trade, particularly with the rise of global e-commerce as the main method for distributing and promoting goods across nations. Amazon, being one of the biggest e-commerce platforms globally, exemplifies this shift by linking producers with consumers through technology and integrated logistics networks. For innovative entrepreneurs in Surabaya, recognized as a hub for the creative economy in the country, this environment provides chances to broaden their market reach but also requires them to adjust to the worldwide digital trading landscape. This research intends to explore how creative entrepreneurs in Surabaya view and approach the use of Amazon for international trading. It will concentrate on identifying shifts in marketing techniques, strategies for market entry, and challenges faced when participating in the global digital trading environment. The findings of this investigation are anticipated to enhance theoretical understanding in the field of digital economies and offer actionable insights to bolster the competitiveness of local creative entrepreneurs in adapting to the evolving global e-commerce market.

This study aims to explore the process of digital transformation and innovative strategies adopted by micro, small, and medium enterprises (MSMEs) in the context of the digital economy. The research focuses on understanding how micro MSME actors adopt digital technology, the challenges they face, and the implications for business independence and competitiveness. A qualitative descriptive approach with a single case study design was employed, focusing on one micro culinary MSME in Medan City. Data were collected through in depth interviews, direct observation, and digital documentation, and analyzed using thematic analysis techniques. The findings indicate that the use of social media for marketing purposes has increased business visibility and expanded customer reach at the local level. However, digital transformation remains at an early stage, constrained by limited capital, low digital literacy, and the lack of integrated digital business systems. These results suggest that digital transformation in micro MSMEs is a gradual and context dependent process that requires strong ecosystem support to enhance sustainable business independence and competitiveness. This study contributes to the literature by providing qualitative empirical insights into digital transformation at the micro enterprise level.

The tea franchise industry in Indonesia has experienced significant growth over the past decade, transforming the traditional tea drinking culture into a modern business opportunity. This research explores the dynamics of tea franchises in Indonesia through cultural perspectives, business strategies, and innovation. This study aims to identify critical success factors, cultural adaptation strategies, and innovation models implemented by major tea franchise brands operating in Indonesia. Using a qualitative research method with a phenomenological approach, data was collected through in-depth interviews with 25 franchise owners, 15 brand managers, and 50 consumers in five major cities in Indonesia, complemented by observation and document analysis. The findings reveal that successful tea franchising effectively balances three key elements: maintaining Indonesia's tea drinking culture while introducing modern consumption patterns, implementing adaptive business models that accommodate local economic conditions, and continuously innovating in product development and service delivery. The study identified four key innovation patterns: product localization (85% of successful franchises), digital integration (92%), experiential marketing (78%), and sustainability practices (68%). Cultural factors significantly influence menu adaptation, store ambient design, and marketing strategy. This study concludes that tea franchising in Indonesia represents a unique hybrid business model that successfully blends the global franchise system with local cultural values, creating a sustainable competitive advantage in the beverage industry.

This systematic literature review explores the application of the Stimulus-Organism-Response (SOR) model in understanding tourist behavior, focusing on empirical studies from 2019 to 2025. The tourism industry, a key economic driver globally, necessitates a deep understanding of tourist behavior to develop effective marketing strategies and enhance the tourist experience. The SOR model, which examines the impact of external stimuli on tourists' psychological and emotional responses, offers a comprehensive framework for analyzing tourist behavior. This review synthesizes findings from recent studies to highlight how external stimuli such as destination image, social media marketing, and sensory experiences affect tourists' perceptions, motivations, and behaviors, influencing their loyalty and intention to revisit destinations. It also discusses the role of internal factors, including satisfaction, trust, and tourist engagement, in mediating the response to external stimuli. The findings suggest that understanding these dynamics can help destination managers and tourism marketers design more targeted and sustainable marketing strategies. The review also identifies gaps in the current literature and provides recommendations for future research, particularly in the integration of digital technologies and the increasing importance of sustainability in tourism behavior.

The increasing snack consumption trend in Indonesia, along with the availability of processed snacks that are high in sugar, fat, and sodium but low in fiber, poses a significant challenge to digestive health. More than 40% of the global population experiences digestive disorders, often related to unhealthy eating patterns and low fiber intake. In response to this issue, an innovative healthy snack called TaroStik, made from taro vines (Colocasia esculenta) rich in fiber and nutrients, has been developed. This product comes in two forms, sticks and chips, with three flavor variants (salty, sweet, and spicy), offering a healthy snacking experience without sacrificing taste. Training on utilizing taro vines to create TaroStik was conducted in Banjarbaru, involving prospective entrepreneurs with a combined approach of theory, hands-on practice, and group discussions. Participants were trained from material selection, processing (peeling, soaking, steaming, frying), packaging, to social media marketing simulation. As a result, most participants were able to independently produce TaroStik, with some expressing intentions to continue production at a home scale. TaroStik not only provides a digestive health solution through natural snacks free of preservatives but also brings positive impacts in three areas: economy (creating business opportunities based on local ingredients), environment (reducing agricultural waste), and nutrition (increasing healthy food consumption). This innovation embodies the principles of green economy and sustainable entrepreneurship, opening new business opportunities and improving community welfare.

The increasing snack consumption trend in Indonesia, along with the availability of processed snacks that are high in sugar, fat, and sodium but low in fiber, poses a significant challenge to digestive health. More than 40% of the global population experiences digestive disorders, often related to unhealthy eating patterns and low fiber intake. In response to this issue, an innovative healthy snack called TaroStik, made from taro vines (Colocasia esculenta) rich in fiber and nutrients, has been developed. This product comes in two forms, sticks and chips, with three flavor variants (salty, sweet, and spicy), offering a healthy snacking experience without sacrificing taste. Training on utilizing taro vines to create TaroStik was conducted in Banjarbaru, involving prospective entrepreneurs with a combined approach of theory, hands-on practice, and group discussions. Participants were trained from material selection, processing (peeling, soaking, steaming, frying), packaging, to social media marketing simulation. As a result, most participants were able to independently produce TaroStik, with some expressing intentions to continue production at a home scale. TaroStik not only provides a digestive health solution through natural snacks free of preservatives but also brings positive impacts in three areas: economy (creating business opportunities based on local ingredients), environment (reducing agricultural waste), and nutrition (increasing healthy food consumption). This innovation embodies the principles of green economy and sustainable entrepreneurship, opening new business opportunities and improving community welfare.

The development of digital technology has driven major changes in global marketing strategies, particularly in the luxury smartphone industry, where competition is not only based on technological features but also on brand image and exclusivity. This study aims to systematically analyse various digital marketing strategies implemented by luxury smartphone brands using a Systematic Literature Review (SLR) approach. In this study, researchers identified, evaluated, and synthesised 70 related articles, which were filtered into 15 main articles based on inclusion and exclusion criteria between 2020 and 2025. The analysis results indicate that digital marketing strategies such as influencer marketing, search engine optimisation (SEO), visual content on social media, and the use of augmented reality (AR) and virtual reality (VR) technology have proven effective in increasing brand awareness, customer loyalty, and sales conversions. However, the research also reveals the main challenges faced by companies in maintaining exclusivity and premium experiences through digital channels that are mass-market and open in nature. The study recommends that luxury smartphone brands integrate data-driven personalisation approaches and build strong, authentic brand narratives across various digital platforms to maintain their competitive position in the premium segment. The practical implications of this research can serve as a reference for marketers and decision-makers.

This study aims to analyze the digital marketing strategies implemented by Islamic fintech platforms to enhance their competitiveness in the Islamic financial sector. The research is motivated by the rapid development of financial technology, which has significantly influenced consumer behavior and reshaped financial institutions’ business models, including those operating under Islamic principles. Despite this growth, Islamic fintech faces challenges in strengthening its brand image, user trust, and customer loyalty amidst the dominance of conventional fintech players. The study adopts a qualitative descriptive approach using case studies of selected Islamic fintech platforms such as Ammana, Ethis, and Investree Syariah. Data were collected through documentation, online interviews, and analysis of financial reports and official websites. The data were analyzed using the SWOT framework to identify the strengths, weaknesses, opportunities, and threats of current digital marketing strategies. The findings indicate that the use of social media, collaboration with Muslim influencers, and educational content about halal finance serve as key strategies for expanding market reach and building user trust. Consistent and Sharia-compliant digital marketing efforts have proven effective in enhancing brand awareness, customer loyalty, and Islamic financial inclusion. The implications of this research suggest that digital marketing is not merely a promotional tool but a strategic instrument to strengthen competitiveness and expand the global presence of Islamic fintech. With supportive regulations and improved digital literacy, Islamic fintech has the potential to become a driving force in transforming the Islamic financial ecosystem in the digital era.

Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh Honor of Kings dalam meningkatkan loyalitas pengguna di pasar global. Metodenya menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa strategi pemasaran Honor of Kings melibatkan kombinasi digital marketing, kolaborasi dengan influencer lokal, adaptasi budaya, serta penguatan komunitas game. Penyesuaian konten dengan preferensi budaya lokal menjadi kunci dalam menciptakan kedekatan emosional dengan pengguna. Selain itu, pembaruan konten secara berkala dan interaksi dua arah dengan pemain melalui komunitas memperkuat loyalitas pengguna. Temuan ini menunjukkan bahwa strategi pemasaran yang berorientasi pada nilai dan budaya lokal mampu meningkatkan keterlibatan dan retensi pemain dalam pasar global yang kompetitif

This study examines the influence of digital marketing strategies, including Content Marketing, Influencer Marketing, and Community Marketing, on Brand Awareness within the e-sports industry. Alongside the rapid growth of the e-sports sector both globally and in Indonesia, effective digital marketing has become essential for brands to enhance visibility and audience engagement. Employing a quantitative research design, data were collected through an online questionnaire distributed to 200 respondents and analyzed using SmartPLS version 4.1.1.2. The analysis results show that the research model achieved an Adjusted R-Square value of 0.752, indicating that the independent variables were able to explain 75.2% of the variance in Brand Awareness. The findings further reveal that Content Marketing, Influencer Marketing, and Community Marketing all have a significant positive effect on Brand Awareness, underscoring their critical role in shaping consumer perception and engagement. These results highlight the importance of integrated digital marketing strategies in building strong brand recognition, fostering community interaction, and enhancing consumer loyalty in the highly competitive e-sports landscape. By leveraging these strategies, companies can not only strengthen their market position but also create deeper relationships with e-sports fans. This study contributes to the growing body of literature on digital marketing within the creative economy and offers practical insights for marketers seeking to develop targeted and effective promotional strategies in the dynamic e-sports environment.

This study explores the integration of Islamic business management principles, blue economy concepts, and innovation strategies in the shrimp farming industry of Sidoarjo, Indonesia, to enhance global competitiveness. The research adopts a qualitative approach through literature review and thematic analysis of relevant sources, aiming to formulate a sustainable business model that harmonizes ethical, environmental, and economic dimensions. Findings reveal that applying sharia-based management—including mudharabah and musyarakah contracts, halal certification, and social responsibility through zakat and waqf—creates an equitable business ecosystem. Simultaneously, blue economy practices such as biofloc technology, waste utilization, and mangrove rehabilitation strengthen environmental sustainability and operational efficiency. Additionally, technological innovation through IoT-based monitoring, digital marketing, and traceability systems significantly improves productivity and market access. The synergy of these elements positions Sidoarjo shrimp as a distinctive product with ethical value, sustainability compliance, and premium market potential. This study suggests policy support for sustainable financing, technology adoption, and certification to scale up implementation and recommends future research to quantify its economic and ecological impacts.