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SMEs play an important role in Indonesia's economy, one of which is the woodcraft industry that has great potential for export. Putra Mandiri Woodcraft (PMW) faces sales instability, ranging from 30% to 145.48% of the set target, which affects production efficiency. This study aims to formulate an effective marketing strategy to increase sales volume and business competitiveness. The methods used in this study include the IFE and EFE Matrix analysis to identify internal and external factors affecting the company, SWOT analysis to formulate various strategies, and QSPM to determine strategy priorities based on the Total Attractiveness Score (TAS) value. The analysis results show that Putra Mandiri Woodcraft has an IFE score of 2.70 and an EFE score of 2.80, indicating that the company's internal condition is quite strong, although the response to external factors is still moderate. The company's main strengths lie in product quality and consumer trust, while its weaknesses are the lack of innovation in product design. Based on the SWOT analysis results, eight potential strategies were found, and the QSPM shows that expansion through a marketplace based on product quality and more varied designs is the main priority with a TAS value of 6.16.

The transition toward sustainable energy systems requires the transformation of renewable energy marketing strategies, particularly for waste-based energy. This study aims to analyze the effects of green marketing, stakeholder collaboration, and technological innovation on the marketing effectiveness of waste-based energy, with customer satisfaction as an intervening variable. A quantitative approach with a survey design was used. Data were collected from 300 respondents, comprising consumers and stakeholders at PT PLN (Persero) ’s waste-based energy processing units. Structural Equation Modeling (SEM) was used to analyze the data. The results indicate that green marketing, stakeholder collaboration, and technological innovation significantly influence customer satisfaction and the effectiveness of marketing. Furthermore, customer satisfaction significantly mediates the relationship between independent variables and marketing effectiveness. These findings emphasize the importance of integrating sustainable marketing strategies, multi-stakeholder synergy, and innovative technologies to enhance the competitiveness of waste-based energy products in the market. This study contributes to the theoretical development of renewable energy marketing models and provides practical implications for policymaking and green energy marketing strategies in Indonesia.

This research examines the innovation of community empowerment rooted in local wisdom for environmental management and green economy advancement in Ketegan Village, Taman District, Sidoarjo Regency. The study stems from the increasing environmental issues resulting from urban development and the limited public understanding of sustainable economic measures. The research examines how local values—like cooperative efforts and social responsibility—can be incorporated into innovative, economically effective environmental management frameworks. Employing a qualitative descriptive method, data collection involved in-depth interviews, participatory observation, and the documentation of environmental policies and socio-economic information. The results indicate that residents of Ketegan have effectively created an empowerment model that integrates tradition and innovation via waste bank management, the use of organic waste for compost and biogas, and community-driven green economy projects engaging women and youth. Cooperation between the government, community, and universities has been essential in maintaining these initiatives. However, institutional capability, online marketing, and program viability continue to pose considerable obstacles. The research suggests enhancing community potential by providing training in green entrepreneurship, facilitating digital transformation, and incorporating local wisdom principles into sustainable development strategies. The results confirm that innovation rooted in local wisdom can effectively create resilient, competitive, and environmentally aware communities.

This study aims to analyze the role of local Micro, Small, and Medium Enterprises (MSMEs) in utilizing lemongrass (Cymbopogon citratus) as the main ingredient for mosquito repellent products and its contribution to improving the economy of the community in Timbang Jaya Village. Lemongrass contains essential oils that function as a natural insect repellent, making it a potential raw material for value-added products such as mosquito repellent sprays, aromatherapy candles, and herbal lotions. This research employed a descriptive qualitative method with data collected through interviews, observations, and literature studies. The findings indicate that local MSMEs play a significant role in the production process, product innovation, and marketing of lemongrass-based products. Besides generating additional income, this development also creates new job opportunities and supports the village’s economic independence. However, several challenges remain, including limited capital, lack of processing technology skills, and competition with chemical-based products. The recommended solutions include capacity building through training and mentoring, better access to funding, and strengthening digital marketing strategies. Therefore, the development of mosquito repellent products from lemongrass by MSMEs not only contributes to the community’s economic growth but also provides an environmentally friendly alternative beneficial for public health.

This article discusses an experiential training program that integrates three main pillars for students of Parung Panjang Vocational High School (SMK) in Tangerang: optimizing digital platforms as modern marketplaces, developing innovative product packaging to strengthen sales performance, and applying ethical and legal principles in digital business activities. The program is designed to prepare vocational students to become competent, creative, adaptive, and responsible young entrepreneurs in the digital economy. The implementation methods include project-based learning, workshops, seminars, product simulation, mentoring, and intensive practice in using online marketing media. Students are guided to identify market opportunities, design attractive packaging, promote products through digital channels, and understand consumer protection, intellectual property, and honest transaction practices. The expected outcomes include increased digital literacy, improved packaging design skills, stronger entrepreneurial motivation, and better awareness of business ethics and legal compliance. Overall, this program provides practical learning experiences that connect school-based entrepreneurship education with the demands of the contemporary business and industrial environment. It also encourages collaboration among teachers, students, and local business partners for sustainable vocational development in line with future workforce and innovation needs.

The development of rural economies based on locally superior commodities is an integral part of inclusive and sustainable development strategies. Sumberdem located in Wonosari Subdistrict, Malang Regency, possesses significant potential for the development of coffee-based ecotourism. However, this potential remains largely underutilized due to several structural and institutional constraints. Key challenges include inadequate supporting infrastructure, limited capacity of local human resources, and the absence of downstream processing for coffee products. This community engagement program implemented an adaptive approach known as the Lumintu model, rooted in the Participatory Rural Appraisal (PRA) framework. Field assessments revealed critical limitations such as poor road access to plantation areas, insufficient agricultural irrigation, and weak digital connectivity. Moreover, the capacity of village institutions—such as the Village-Owned Enterprises (BUMDesa) and coffee farmer groups—remained low, resulting in local coffee products with limited added value. The initial implementation of the program has shown promising results, particularly in strengthening institutional capacity through training on tourism business management and high–value coffee processing. Furthermore, product diversification through the development of coffee-based agrotourism and digital marketing innovations has been successfully introduced. Overall, this community engagement initiative has provided a concrete solution to rural development challenges in Sumberdem Village. Moving forward, the village is expected to strengthen its position as a sustainable coffee ecotourism destination and improve the long-term economic well-being of its residents. The proposed development model also holds the potential for adaptation and replication in other rural areas with similar characteristics, thereby supporting the broader achievement of the Sustainable Development Goals (SDGs).

The Community Partnership Program (PKM) at Rumah Kopi Banjarsengon (RKB) aims to improve product quality and coffee marketing according to consumer needs. Key activities include production observation, assistance with laboratory testing for nutritional value and shelf life, food safety education, digital marketing training, and the delivery of a 5 kg roasting machine. These efforts have successfully increased production capacity and product quality standards through informative labels. Digital marketing has seen significant progress, with increased social media engagement and broader market reach. Consumer satisfaction surveys have risen from 80 to 97 on a scale of 100. Overall, this PKM program not only supports sustainable coffee business development but also contributes to improving partner competency and strengthening product competitiveness in both local and export markets. RKB is expected to consistently implement digital marketing strategies and product innovation for long-term success. Going forward, RKB is expected to continue implementing digital marketing strategies and product innovation to ensure sustainable business success.

This in-depth study explores the comprehensive marketing strategies implemented by CV. Logam Jaya Gallery, a leading copper and brass craft business entity in Tumang Village, Boyolali. The research aims to identify the key factors behind the company's resilience in the face of intense industry competition. Using a qualitative approach, operational data was obtained in depth. The results show that the company integrates direct marketing through national and international exhibitions, while optimizing digital channels and e-commerce for broader global market penetration. Despite its success, CV. Logam Jaya Gallery faces significant obstacles such as market demand fluctuations, limitations in manual production technology, and competitive pressures. As a mitigation measure, the company diversifies its products and adopts contemporary technology to efficiently increase its operational capacity. Strategic synergies with the government and the private sector were also strengthened to expand promotional access. This success was also supported by fundamental pillars in the form of cultural heritage and intergenerational craftsmanship. Through a combination of organized management, sustainable design innovation, and adaptation to market dynamics, the company has succeeded in establishing itself as a competitive creative industry player on the national and global stage.

This in-depth study explores the comprehensive marketing strategies implemented by CV. Logam Jaya Gallery, a leading copper and brass craft business entity in Tumang Village, Boyolali. The research aims to identify the key factors behind the company's resilience in the face of intense industry competition. Using a qualitative approach, operational data was obtained in depth. The results show that the company integrates direct marketing through national and international exhibitions, while optimizing digital channels and e-commerce for broader global market penetration. Despite its success, CV. Logam Jaya Gallery faces significant obstacles such as market demand fluctuations, limitations in manual production technology, and competitive pressures. As a mitigation measure, the company diversifies its products and adopts contemporary technology to efficiently increase its operational capacity. Strategic synergies with the government and the private sector were also strengthened to expand promotional access. This success was also supported by fundamental pillars in the form of cultural heritage and intergenerational craftsmanship. Through a combination of organized management, sustainable design innovation, and adaptation to market dynamics, the company has succeeded in establishing itself as a competitive creative industry player on the national and global stage.

This study aims to examine the global marketing strategies implemented by The Coca-Cola Company in maintaining its competitive position in international markets. The advancement of globalization requires multinational corporations to design marketing strategies that are not only globally standardized but also adaptable to local market characteristics and consumer needs. This research employs a descriptive qualitative method with a case study approach, conducted through the review of relevant literature, corporate reports, and academic journals. The findings indicate that Coca-Cola’s success in global marketing is supported by strong brand differentiation, an extensive global distribution network through partnerships with bottlers, and the application of the glocalization concept, which balances standardization and adaptation within the marketing mix. Furthermore, market expansion strategies are implemented systematically through the selection of target markets based on growth potential, accessibility, and competitive intensity. The study also reveals that the country of origin image of the United States serves as a positive brand asset by creating aspirational value and quality perceptions across various markets, although in certain contexts it also presents challenges that require strategic management. Overall, this study confirms that Coca-Cola’s global marketing strategy is capable of achieving sustainable competitive advantage through the integration of strong global branding, product innovation, and responsiveness to local market dynamics.

Purworejo Regency is one of the centers of herbal plant production in Indonesia. One of these is lemongrass, which is widely found in the Ngombol area. Furthermore, this plant can be used to make herbal products. However, the selling value of this plant is still relatively low because it relies solely on middlemen or collectors. One product made from lemongrass is essential oil. The goal of this Community Service program is to increase the selling value of lemongrass and provide new business opportunities to increase the income of local farmers, especially Mrs. Kasminah in Wonosari Village, Ngombol District, Purworejo Regency. The implementation method includes preparation, core, and completion. The result of this activity is the creation of a new innovation in the form of a practical herbal drink without preservatives that has quite good market potential and is in demand by consumers. Then, the product is branded Sempontea. Achievements during the activity include a significant increase in income, as well as the creation of effective offline and online marketing strategies. This activity also succeeded in establishing a sustainable business ecosystem and increasing environmental awareness through the use of herbal plants.  Overall, this community service activity has succeeded in increasing the selling value of lemongrass plants, improving the economy of local farmers, and providing social and economic impacts for the community through the utilization of local resources.

Kawengen Village, located in East Ungaran District, Semarang Regency, is one of the main corn-producing areas with strong potential to be developed into processed products with high economic value. However, limited community knowledge in product processing, business management, and marketing has prevented corn production from generating optimal added value. This community service program aims to strengthen village entrepreneurship through the establishment of a corn production house as a center for innovation, training, and business mentoring. The production house is expected to enhance community skills, promote economic independence, and support sustainable local economic development. The program was implemented through the PPK Ormawa initiative, which included socialization of corn-based product innovations, basic financial bookkeeping training, digital marketing training, product innovation workshops, and continuous mentoring in production, marketing, and financial management. The results demonstrate significant improvements in community skills in processing corn into value-added products, increased understanding of basic business financial management, and enhanced capacity to utilize digital media for market expansion. The corn production house also functions as a community collaboration hub that strengthens business development based on local resources. Overall, the strategy of developing village entrepreneurship through a corn production house has proven effective in encouraging the growth of productive community-based enterprises, strengthening local economic independence, and fostering entrepreneurial interest rooted in village potential.

Local food innovation is not only focused on product development but also requires effective communication strategies to build positive perceptions and enhance market competitiveness. This study aims to analyze the implementation of innovation communication strategies by micro, small, and medium enterprises (MSMEs) in developing papaya-based chili chips as a flagship product in Nagori Karang Anyar, Gunung Maligas District, Simalungun Regency. The research employs a descriptive qualitative approach, focusing on the product innovation process, marketing communication patterns, and efforts to build product image amid competition in the local food industry. The findings indicate that innovation communication strategies play a crucial role in creating product differentiation through narratives of unique taste, utilization of local raw materials, and promotional strategies combining traditional methods and digital media. Papaya chili chips are positioned as a product that blends distinctive local flavors with a modern touch, attracting consumer interest and increasing the added value of papaya as a local commodity. This study emphasizes that the success of local food innovation depends not only on product quality but also on the ability of MSMEs to manage adaptive and persuasive communication strategies.

This systematic review maps how innovation, technology adoption, and Islamic entrepreneurial behaviors are intertwined and contribute to the SDGs. Searches in Scopus followed PRISMA 2020: of the 166 initial records, 46 were eliminated prior to screening; 120 filtered by title–abstract; 45 read in full; and 25 articles were analyzed in depth. Four RQs lead the synthesis: the form of innovation/adoption (RQ1), impact on behavior and performance (RQ2), and their relationship to the SDGs (RQ3). The findings show five complementary faces of innovation: (1) process-organization (knowledge management, open innovation; innovation capability), (2) sharia business/finance models (sharia venture capital, agricultural value chain finance), (3) financial and platform digitalization (fintech, Islamic crowdfunding), (4) technological innovation in business models (e.g., urban farming–aquaponics) that are value-framed, and (5) halal product/marketing innovation (halal assurance and halal trust). Behind that, the drivers are layered: individual values and psychology, Islamic HRM cultural orientation and organizational learning, Islamic finance architecture and regulation, and access to digital literacy and trust in the platform. The impact is multidimensional performance, access to ethical capital, halal market behavior, and social and religious environmental outcomes with strong contributions to SDG 8 and SDG 9, and footprints on SDGs 1–2, 3, 10, 11, 12, 13, 16, 17. This SLR offers an integrated financial innovation value framework and proposes SDGs micro-indicators; limitations mainly in the variation of measurements and the dominance of cross-section designs.

This community service was carried out at the Sebesi Island Coconut Brown Sugar Artisans Group, South Lampung Regency, which faced the problem of low product competitiveness due to the use of conventional plastic packaging that was simple, unattractive, and environmentally unfriendly. This topic was chosen because it is relevant to the issue of the plastic waste crisis and the urgency of implementing a circular economy in island regions that are vulnerable to environmental pollution. The objective of this activity was to improve the hard and soft skills of partners through the innovation of environmentally friendly packaging designs based on local materials, while also increasing the economic value of coconut brown sugar products. The community service was carried out using a participatory approach through socialization, training, co-design of packaging, and assistance with production and marketing for 40 partners consisting of brown sugar craftsmen, BUMDes administrators, and local natural material weavers. The results of the activity showed an increase in the partners' skills in product design and packaging, strengthening of soft skills in the form of confidence and marketing readiness, as well as an increase in the selling value and image of the product in the local market. This activity confirms that environmentally friendly packaging innovation based on local resources is an effective strategy in empowering MSMEs as well as implementing a circular economy at the village level.

This study aims to analyze the effect of product differentiation and product innovation on the competitive advantage of the Honda Beat Street motorcycle in Medan City. The research employed a quantitative method with an associative approach, involving 97 respondents who are users of Honda Beat Street. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple linear regression, t-tests, and F-tests. The results show that product differentiation has a positive and significant effect on competitive advantage, with durability emerging as the most dominant indicator. Product innovation also has a positive and significant effect, with product design being the highest-rated indicator. Simultaneously, both differentiation and innovation significantly influence competitive advantage, as indicated by an Adjusted R Square value of 59.1%. These findings indicate that Honda’s differentiation and innovation strategies play an important role in strengthening the competitive position of Honda Beat Street in the Medan market. The study suggests that the company should enhance stylistic elements, enrich product variations, and consistently improve innovation to maintain relevance and competitiveness.  

This study aims to analyze the role of the digital economy in increasing the competitiveness of MSMEs in Medan City. The rapidly developing digital transformation provides opportunities for MSMEs to expand their markets, improve operational efficiency, and strengthen their competitive position. However, the use of digital technology among MSMEs in Medan remains limited due to low digital literacy, limited capital, lack of training, and minimal use of digital platforms such as e-commerce, social media, and Google My Business. This study uses a descriptive qualitative method through a literature review of research conducted in 2024–2025. The results of the analysis indicate that the digital economy plays a significant role in increasing the competitiveness of MSMEs, particularly through digital marketing, technological innovation, and optimization of digital platforms that can increase visibility and interaction with customers. Based on the Resource-Based View (RBV) approach, the competitive advantage of MSMEs is determined by the quality of internal resources, especially digital literacy, innovation capabilities, and technology management. With the support of training and government policies, the implementation of the digital economy has the potential to strengthen the growth and sustainability of MSMEs in Medan City.

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.

Converting used cooking oil into aromatherapy candles represents an environmentally sustainable solution for household waste management while supporting community-based economic development. This research examines the process and results of a participatory empowerment initiative conducted in Buddagan Village, aimed at producing value-added aromatherapy candles from used cooking oil. Employing a qualitative descriptive methodology with a participatory approach, the study involved 60 housewives as active contributors. Program activities were implemented through direct, in-person sessions encompassing education on health and environmental hazards of improper oil disposal, hands-on candle-making training, and basic instruction on product marketing. The production process consisted of oil purification using activated charcoal, mixing with stearic acid, heating, adding colorants and fragrances, and molding. Data were collected through direct observation of participant involvement, skill development, and product quality, and analyzed inductively. The results demonstrate increased environmental awareness, enhanced technical competence, and the successful production of aromatherapy candles with satisfactory shape, fragrance, and burning consistency.

The digital era continues to evolve and bring innovation and change to various industries. Through digital transformation and strategies needed to overcome obstacles in the digital era, organizations can adapt and change. To achieve their goals, MSMEs must implement efficient marketing techniques in their operations. This community service method uses the PAR (Participatory Action Research) technique. This is in line with the conditions of the partner, Dwikora Village, which has human resources that are well known to both village officials and residents. The results found that due to a lack of understanding of digital marketing communication management procedures, they were unfamiliar with digital marketing techniques, different social media platforms, or how to measure their effectiveness. The Community Service Team conveyed their understanding of the importance of digital marketing communication in improving the knowledge and skills of residents as an effort to improve their marketing communication skills. This was because many residents, especially mothers, did not understand how to use digital marketing to promote their MSMEs. The team formed a content creation team or digital marketing communication managers, socialized the value of digital marketing communication to the sub-district residents in improving their knowledge and skills, and implemented a digital marketing communication message management strategy on Instagram. After these activities, partners can create interesting and relevant content that suits the interests of the target audience in Dwikora Village, namely its residents.