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The rapid advancement of digital technology has spurred the growth of online shopping through e-commerce platforms. Among the factors suspected to influence the increasing purchase intention, especially among university students, are social media engagement and brand awareness. Students, as part of the digital native generation, are primary targets for e-commerce marketing through social media. However, the degree to which these factors affect students’ purchasing interest remains underexplored. This study aims to examine the influence of social media and brand awareness on students’ purchase intention in e-commerce products. A quantitative approach was employed using Partial Least Squares (PLS) analysis to assess the relationships between variables. The findings reveal that social media exerts a positive and significant effect on purchase intention, with an original sample value of 0.114, a p-value of 0.003, and a t-statistic of 2.944. Brand awareness demonstrates an even stronger impact, with an original sample value of 0.879, a p-value of 0.000, and a t-statistic of 25.567. These results confirm both hypotheses, indicating that more intensive and engaging social media activities by e-commerce platforms, coupled with higher brand awareness among students, significantly enhance their purchase intention in offered products. This study highlights the strategic importance of social media marketing and brand-building efforts in stimulating consumer interest within the student demographic. This study not only contributes to the theoretical understanding of consumer behavior in the digital age but also offers practical insights for e-commerce marketers targeting university students. The implications suggest that personalized and interactive content on social media can further strengthen engagement and brand recall. Future research could explore moderating variables such as trust, product type, or cultural background to deepen the analysis of purchase intention drivers.

In addition to personal selling, Adhiwangsa Hotel and Convention Solo also utilized other IMC tools such as direct marketing, public relations, and digital marketing to maximize the effectiveness of their promotional efforts for the "So Kiss Me 2024" event. The hotel leveraged its existing customer database to send personalized invitations and promotions through WhatsApp, which proved to be an effective channel for engaging with customers directly. Social media platforms were also used to create awareness and drive attendance, with consistent messaging across all channels to maintain a unified brand voice. Furthermore, the hotel emphasized the importance of building strong relationships with its customers by maintaining regular communication. This strategy helped foster trust and loyalty, as customers felt valued and personally attended to. The event was promoted not only through traditional marketing tools but also through word-of-mouth, leveraging employees' personal networks to spread the message. The study also highlights the role of digital marketing tools in enhancing the reach of the hotel's communication efforts. By utilizing platforms like Instagram, Facebook, and WhatsApp, Adhiwangsa Hotel was able to reach a broader audience, particularly among younger consumers who are more active on social media. These platforms allowed for real-time updates, engagement, and interaction with potential customers, making the event more dynamic and accessible. Overall, the success of the "So Kiss Me" event can be attributed to the hotel's effective use of integrated marketing communications, where personal selling played a significant role in delivering a more personalized and direct message to potential customers. This case study illustrates the importance of adopting a multi-channel communication strategy to effectively engage target audiences and achieve marketing objectives.

The study aims to examine the influence of word of mouth (WOM) and customer relationship management (CRM) on customer loyalty at PT Garuda Sertifikasi Indonesia, with customer delight serving as a mediating variable. This research is motivated by the increasing competition among certification service providers, which requires companies to implement effective strategies to retain and satisfy their customers. The target population in this study encompasses the entire client base of PT Garuda Sertifikasi Indonesia, totaling 429 individuals. The sampling technique used was Hair’s formula, resulting in 70 respondents. Data were collected through questionnaires, interviews, and documentation. A path analysis technique was used to analyze the data to determine direct and indirect effects between variables. The findings indicate that both WOM and CRM positively influence customer loyalty. Effective word-of-mouth strategies help build the company’s reputation and trust, while CRM ensures consistent communication, better service, and long-term customer engagement. The research also found that WOM and CRM positively affect customer delight. Customers who experience exceptional service and personalized attention tend to be more satisfied and emotionally connected to the brand. Furthermore, customer delight was proven to have a significant positive impact on customer loyalty. It also acts as a mediating variable, strengthening the effect of WOM and CRM on loyalty. This means that delighted customers are more likely to remain loyal and advocate for the company. The results of this study emphasize the importance of maintaining strong relationships and exceeding customer expectations in order to build sustainable loyalty. This research contributes valuable insights for service-based companies in enhancing marketing and customer retention strategies.

This research aims to develop a recommendation system that can help retail business owners design more effective, data-driven promotional strategies. This system utilizes data mining techniques and the Apriori algorithm to extract association rules from consumer transaction data, thereby identifying more specific and accurate consumer purchasing patterns. Based on these patterns, the system can provide relevant promotional recommendations, such as product bundling, buy-one-get-one offers, or special discounts, which can attract consumer interest and increase sales. The system's implementation process is presented in the form of an interactive dashboard, which allows business owners to upload their transaction data, adjust analysis parameters, and visualize the promotional recommendation results in a way that is easier to understand and can be directly applied to their marketing strategies. This system not only provides well-structured promotional recommendations but also enables retail business owners to make more informed and efficient decisions in determining the type of promotion to implement, based on insights gained from analyzing their own transaction data. By utilizing this system, business owners can optimize their promotional strategies more efficiently and effectively, because they can quickly identify promotions that best suit consumer purchasing patterns. This can increase impulse sales, as relevant promotions will encourage consumers to purchase more products. Furthermore, this system shows great potential in increasing consumer engagement, as the promotions provided are more personalized and tailored to each consumer's preferences. Therefore, the implementation of this recommendation system has the potential to drive significant sales growth and help retail business owners achieve greater profits, as well as accelerate their business decision-making process. This system, ultimately, not only benefits business owners but also enhances the consumer shopping experience with promotions that are more tailored to their needs and preferences.

Digital advertising has changed a lot, especially with the emergence of AI. AI allows companies to create more personalized and relevant ads, which improves the performance of their marketing campaigns. Significant ethical challenges must be addressed behind this innovation. One of the main issues is how AI can be used to generate unethical or even illegal content. This study uses a qualitative approach using a case study method on the CrushOn AI application that advertises on media platforms such as Meta. The results of the study showed that there were violations in the application because there were elements of pornography and porn action, considering that currently users of applications such as Instagram and Facebook are young teenagers, this is considered negative because it has violated the EPI book. There is a need for a clear ethical and regulatory framework for the use of AI technology in advertising. Collaboration with stakeholders, including advertisers and social media platforms, is essential to support ethical advertising practices.

This study aims to analyze the relationship between marketing strategies and customer satisfaction on e-commerce platforms in Indonesia. Effective marketing strategies are essential in facing intense competition in the digital world, especially in enhancing customer satisfaction, which influences loyalty and business sustainability. This research uses a quantitative survey approach involving 100 active users of Shopee and Tokopedia platforms. Data were collected through questionnaires and analyzed using descriptive statistics, Pearson correlation, and simple linear regression. The results indicate a positive and significant relationship between marketing strategies and customer satisfaction, with a correlation value of 0.673 and a contribution of 45.3%. Digital promotions, personalized services, and loyalty programs are key factors in improving customer satisfaction. However, customer service aspects require more attention to support overall satisfaction. This study implies that e-commerce platforms must continuously develop integrated marketing strategies alongside quality service improvements to maintain and enhance customer satisfaction.

Bag charm is a fashion accessory that is on the rise because of its ability to beautify the appearance of the bag and provide a unique personal touch. In recent years, these accessories have become a significant trend in the fashion world, especially thanks to the influence of social media such as TikTok and Instagram. One of the interesting innovations of bag charm is the use of bristle wire (pipe cleaner) as the main material, which allows the creation of various interesting shapes such as flowers, animals, and funny characters. The business proposal "Bag Charm from Feather Wire" offers creative products with high aesthetic value and personalized appeal according to customer taste. In addition to being easy to make, this product has low production costs and promising profit potential. The theoretical study in this proposal includes the concept of entrepreneurship, product innovation, and market analysis as an important foundation in business development. Marketing strategies through social media and craft exhibitions are also key in expanding market reach. This venture not only provides profitable business opportunities, but also encourages creativity in the handicraft industry and becomes a means of self-expression for consumers. With the wide market potential and uniqueness of the product, the bag charm of bristle wire can become a new trend in the world of handmade accessories.

The skin and hair care industry has experienced rapid growth in recent years. As the digital ecosystem becomes more established, various local products have the opportunity to emerge and exist in the market. Among the local products that have just emerged and found a place in the hearts of consumers is Lavojoy. Research on digital marketing strategies for imported products has been carried out very often, while for local products, especially skin and hair care products, has not been done much. This study aims to analyze Lavojoy's digital marketing strategy in increasing consumer loyalty. The research was conducted using a descriptive qualitative approach. Research data were obtained from the results of digital observations and data searches in various popular site databases related to the research problem. The results of the study show that the digital utilization strategy allows Lavojoy to build a loyal customer community through interactive content, collaboration with influencers, and active engagement through live and polling features. Two-way interactions carried out on Instagram, TikTok, and YouTube have a significant impact on brand awareness and customer emotional attachment to the brand. In addition, e-commerce optimization carried out through exclusive promo strategies, cashback, loyalty programs, and live shopping features has succeeded in increasing customer retention and encouraging repeat purchases. To increase the effectiveness of digital marketing strategies in the future, Lavojoy is advised to increase personalization in digital marketing by utilizing artificial intelligence (AI) and customer data analysis to offer a more personalized shopping experience, as well as developing content and product recommendations tailored to each customer's preferences, both through social media and e-commerce.

This study aims to analyze the marketing strategies, operational mechanisms, and key challenges faced by the Multipurpose Cooperative (KSU) BONA MANDIRI JAYA. A qualitative research approach was employed, utilizing in-depth interviews, direct observation, and document analysis as data collection methods. The results show that the cooperative adopts a direct marketing strategy targeting underserved and remote areas, combined with a personalized approach in monitoring its clients. Despite its growth, the cooperative encounters several challenges, including limited capital, low member financial literacy, non-performing loans, and the need to adapt to digital transformation. To overcome these obstacles, the cooperative implements credit restructuring policies and intensive field monitoring. The study recommends strengthening institutional capacity and adopting digital systems to enhance the sustainability and efficiency of cooperative operations.

The development of digital marketing has contributed to strengthening the business ecosystem. Digital marketing not only transforms traditional offline marketing into online marketing but also reshapes the marketing ecosystem itself. Communities that once gathered in physical spaces now connect virtually through digital marketing. One of the products that implements community marketing is Somethinc. This study aims to analyze the community marketing strategy in building brand loyalty for Somethinc on TikTok Shop. The research employs a descriptive qualitative approach. Data was collected through digital exploration and observation, supported by secondary data from official publications and literature relevant to the research topic. The findings indicate that Somethinc’s community marketing strategy on TikTok Shop has contributed to building brand loyalty. By leveraging interactive features such as live streaming, user-generated content (UGC), and collaborations with influencers, Somethinc has successfully created an engaged and active customer community. This success is reflected in the high number of followers, increased interactions, and sales data showing continuous positive growth. Community-based marketing strategies allow Somethinc to establish stronger emotional connections with consumers. Direct interactions with customers through TikTok not only enhance engagement but also encourage repeat purchases and recommendations from loyal customers. Additionally, Somethinc’s success is supported by the effective utilization of marketing trends, including the integration of marketing content with social commerce methods, enabling customers to engage in a more interactive and personalized shopping experience. This study suggests that Somethinc should continue product innovation to maintain business sustainability.

This study aims to analyze the influence of Digital Customer Experience (DCE) and Customer Engagement (CE) on Brand Loyalty (BL) among Generation Z, a digital-native cohort that plays a strategic role in shaping market dynamics in the digital era. Using a quantitative explanatory research design, data were collected through a structured questionnaire employing a 5-point Likert scale, distributed to 100 purposively selected respondents aged 18–27 who actively interact with brands through digital platforms. Multiple linear regression analysis was applied with SPSS software to test the hypotheses. The results reveal that Digital Customer Experience has a positive and significant impact on Brand Loyalty, indicating that seamless, personalized, and satisfying digital interactions enhance consumer loyalty. Similarly, Customer Engagement exerts a positive and significant influence on Brand Loyalty, emphasizing the role of active customer participation in strengthening emotional attachment and long-term commitment to brands. Jointly, both variables explain over 70% of the variation in Brand Loyalty, underscoring their synergistic effect in driving repurchase intention and advocacy behaviors among Generation Z. The findings provide both theoretical implications for enriching the customer experience–engagement–loyalty framework and practical guidance for marketers to optimize digital touchpoints, foster interactive engagement, and design loyalty-driven strategies tailored to Generation Z’s behavioral patterns in the digital marketplace.

This study uses a qualitative method with a case study approach to analyze the marketing strategy of the Cicil Emas (Gold Installment) product amid price fluctuations, as implemented by BSI KCP Kejuruan Muda. Cicil Emas is one of the flagship products of Islamic banks, offering great potential to fulfill the investment needs of Muslim communities. However, global gold price volatility poses a significant challenge in maintaining customer interest. This research aims to explore how marketing strategies are designed and applied in a dynamic market environment. Data were collected through in-depth interviews with marketing staff, direct observation, and internal documentation. The results reveal that BSI KCP Kejuruan Muda adopts adaptive marketing strategies through customer education, competitive margin offers, enhancement of digital services, and personalized approaches via Islamic finance communities. These strategies have proven effective in retaining customer loyalty and increasing the transaction volume of the Cicil Emas product despite price fluctuations. The study concludes that innovation and trust are essential in marketing Sharia-based products, particularly those that are highly sensitive to global market changes such as gold.    

The rapid advancement of digital technology has transformed marketing strategies in various industries, including insurance. Digital marketing plays a crucial role in increasing brand awareness, attracting potential customers, and influencing purchasing decisions. This study aims to explore the role of digital marketing as a promotional tool in enhancing the purchase of insurance products at PT. Asuransi Allianz Life Indonesia using a qualitative approach.This research adopts a qualitative methodology with a case study approach. Data collection was conducted through in-depth interviews with key informants (Chief Account Officer Allianz) and insurance agents at Allianz Life Indonesia. Additionally, document analysis and observations of the company’s digital marketing strategies were used to gain comprehensive insights. The collected data were analyzed using thematic analysis to identify patterns and key themes related to the effectiveness of digital marketing in influencing customer decisions.The findings reveal that digital marketing plays a significant role in shaping customer perceptions and purchasing decisions. Social media engagement, personalized content, and interactive customer communication are key factors in building trust and increasing customer interest in insurance products. Moreover, challenges such as digital competition, data privacy concerns, and customer skepticism towards online promotions were identified as barriers that need to be addressed to enhance digital marketing effectiveness.The study implies that insurance companies should continuously adapt their digital marketing strategies by leveraging data analytics, improving customer interaction, and providing transparent and informative content. By strengthening these aspects, digital marketing can serve as a powerful tool to enhance competitiveness and sustain growth in the insurance industry within the digital era.

The global fashion industry continues to experience rapid growth, driven by changes in consumer preferences that increasingly emphasize personalization in clothing products. This study aims to analyze Generation Z's preferences for customization trends in fashion products and identify their impact on marketing strategies in the fashion industry. A qualitative approach with a descriptive method was used to understand the factors influencing Gen Z's preferences when selecting customizable fashion products. Primary data was collected through interviews with Gen Z consumers who are active shoppers on e-commerce platforms. The results show that 60% of Gen Z consumers are interested in customizable fashion products, with the main reasons being to express individuality and enhance emotional attachment to the brand. Social media, especially Instagram and TikTok, plays a significant role in shaping consumer preferences, as more than 70% of informants acknowledge that influencer recommendations influence their decision to purchase customized products. Based on these findings, it can be concluded that customization is not just an additional feature but a marketing strategy that can enhance consumer loyalty. Recommendations from this study include implementing personalized marketing strategies, improving customization features on e-commerce platforms, and collaborating with influencers to expand market reach.

This study explores digital marketing strategies employed by Small and Medium Enterprises (SMEs) to enhance customer engagement in an increasingly competitive business environment. By leveraging tools such as social media, email marketing, content marketing, and search engine optimization (SEO), SMEs can establish stronger connections with their target audience. The research highlights key practices, including personalized communication, interactive content, and data-driven decision-making, which contribute to customer loyalty and retention. Furthermore, challenges faced by SMEs, such as limited budgets and technological expertise, are discussed alongside potential solutions. The findings provide actionable insights for SMEs to optimize their digital marketing efforts and foster long-term customer relationships.  

This study aims to examine consumer decision-making regarding marketing techniques in higher education institutions in the digital era. As technology advances and competition among universities intensifies, it is crucial for educational institutions to understand the factors influencing prospective students' decisions in choosing a university. The research employs a quantitative approach through surveys involving prospective students from various universities, as well as interviews with education marketing professionals. The findings reveal that the use of social media, personalized digital marketing, and alumni testimonials have a significant impact on influencing prospective students' decisions. This study provides new insights into the importance of adaptive, data-driven marketing strategies for attracting prospective students in the digital age. The significance of this research lies in its ability to offer guidance to higher education institutions in designing more effective and relevant marketing techniques that meet the needs of today's consumers.

The issue of plastic waste has become a global environmental challenge, with Indonesia being one of the largest contributors. This study aims to analyze the business opportunity of eco-friendly custom tote bags as an innovative solution to reduce plastic waste in society. The research adopts the Business Model Canvas (BMC) framework to design strategies for a business that encompasses nine key elements. Findings reveal that custom tote bags made from eco-friendly materials such as muslin and canvas offer added value through personalized designs, effective digital marketing, and market segmentation targeting environmentally conscious youth. This study provides guidance for entrepreneurs to capitalize on the market potential of eco-friendly products and suggests optimizing social media for marketing efforts.

This research discusses the communication strategy between sellers and buyers on social media as part of an effective marketing strategy. Social media has become a key platform in modern marketing due to its ability to create direct interaction and build relationships between sellers and buyers. The communication strategies applied include the use of relevant content, personal approach, quick response, and utilization of interactive features of social media. The results show that effective communication can increase customer engagement, build trust, expand market reach, and drive increased sales. However, there are challenges in maintaining communication consistency and facing increasing competition in the digital world. Therefore, an innovative and customer-focused approach is required to achieve success in marketing through social media. Communication strategies between sellers and buyers on social media play an important role in supporting the success of marketing strategies in the digital age. Social media has evolved into a major platform for direct interaction between sellers and buyers, offering ease of access, wide reach, and cost-effectiveness compared to traditional marketing methods. This research explores the various communication strategies used by sellers to build relationships with buyers, including the use of relevant and engaging content, a data-driven personalized approach, and prompt responses to customer needs and questions. This research concludes that an effective communication strategy on social media serves not only as a promotional tool, but also as a means to build long-term relationships between sellers and buyers. With the right approach, social media can be a powerful platform to support marketing success, increase customer satisfaction, and achieve overall business goals.

Customer segmentation plays a pivotal role in driving marketing strategies and improving customer retention across various industries. This study explores the application of the RFM (Recency, Frequency, Monetary) model for customer segmentation in a Software-as-a-Service (SaaS) business, using Python for efficient data processing and analysis. By analyzing one year of customer purchase data, we segmented customers into key groups such as "Champions," "Loyal Customers," and "At Risk." The results highlight that targeted discount strategies significantly affect profitability, especially for high-value customer segments. Furthermore, the research builds upon existing methodologies, demonstrating how Python-based implementations streamline RFM analysis and allow for scalable solutions in business contexts, as illustrated in prior works by Hermawan et al. (2024). This study offers actionable recommendations, including tailored discounting, loyalty programs, and personalized engagement strategies, to enhance customer retention and business profitability. The findings underscore the importance of data-driven marketing approaches for customer segmentation and engagement, reinforcing the relevance of the RFM model in modern business environments.

This research implements RFM (Recency, Frequency, Monetary) analysis to perform customer segmentation and evaluate the effectiveness of marketing campaigns in a retail company. Using a Kaggle dataset, this study identifies customers based on purchasing behaviour and assesses marketing campaign responses for each segment. The analysis reveals that Loyal, VIP, and New Customer segments showed the highest responses, especially in Campaign 6. The findings emphasize the importance of targeting resources on effective segments and campaigns to optimize marketing strategies and maximize ROI. Personalized campaigns based on segmentation can enhance customer retention and align product offerings with customer needs.