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Perkembangan Teknologi Informasi yang pesat menyebabkan munculnya berbagai model digital marketing, yang diharapkan memiliki dampak signifikan bagi perkembangan sebuah usaha. Penelitian ini bertujuan untuk mengamati sejauh mana pengaruh penerapan model digital marketing terhadap perkembangan peningkatan sebuah usaha. Studi kasus dilakukan pada bisnis kuliner Nyamm Ayam di Salatiga, yaitu sebuah bisnis yang melayani penjualan masakan ayam dengan berbagai kreasi dan menu pilihan dengan cita rasa nusantara. Penerapan digital marketing dalam penelitian ini dimulai dari tahap penentuan tujuan dan target audiens, pemilihan saluran digital dan perencanaan konten untuk meningkatkan brand awareness, pengembangan web dan Search Engine Optimization, penggunaan media sosial serta analisis dan pengukuran kinerja. Dari studi kasus yang dilakukan dapat disimpulkan bahwa penerapan digital marketing memiliki dampak yang positif bagi peningkatan usaha, khususnya pada bisnis kuliner Nyamm Ayam di Salatiga.

The purpose of this research is to determine the effect of referral marketing and corporate trust icons on radical customers through customer satisfaction at Mie Barracung. This study employs a descriptive research design with explanatory research methods. Sampling was conducted using purposive sampling as the sampling technique. The sample used in this study consists of 100 respondents who are customers of Mie Barracung Manukan Surabaya. This research utilizes a structural equation modeling (SEM) approach - SmartPLS 4.0.9.3, which includes the inner model process, outer model, and hypothesis testing (bootstrapping) to test the significance of the overall model and the predetermined paths. The findings indicate that referral marketing has a direct effect on customer satisfaction at Mie Barracung Manukan Surabaya..Trust icon corporate directly does not affect radical customers at Baraccung noodles Manukan Surabaya. Customer satisfaction directly affects radical customers at Baraccung noodles Manukan Surabaya. Referral marketing indirectly affects radical customers through customer satisfaction at Baraccung noodles Manukan Surabaya. Trust icon corporate indirectly does not affect radical customers through customer satisfaction at Baraccung noodles Manukan Surabaya.

The problem to be discussed in this research is to find out the training strategy for innovation of pandan weaving to increase the product standard community in overseas marketing as well as the marketing strategy for innovation of pandan weaving to increase the product standard community in international marketing. The research method used in this research is a qualitative method with a descriptive approach. . The research results that have been found in this research are: 1). Organizing Innovation Training on Pandan Woven to improve community product standards in international marketing is: a. Selection of Raw Materials b. Cutting, slicing, forming c. Weaving and forming innovation d. The final stage is the finishing process which is the final process from which the previous stages have been completed. The raw model of pandan that has become tanned can be seen in terms of shape, quality of workmanship as well as physical appearance or finishing. 2. Marketing Strategy Innovation of pandan woven to improve product standard communities in international marketing, namely: 1) Needs, Demands and Desires. 2) Satisfaction, value, products and costs, where the fulfillment of needs and desires must have a relationship with products and services. 3) Transactions, Relationships, and Exchanges. and 4) Marketers, marketing and markets, marketing via social media will influence external factors that influence consumer perceptions of a product, which will then influence consumer buying interest.    

This research aims to determine the influence of content marketing, social media and word of mouth (WOM) in increasing brand awareness among Finsa Samban Digital Print consumers. The influences you want to know are direct and indirect influences. This research uses a quantitative method with a descriptive research model which presents an accurate, systematic and factual description of a situation or phenomenon on variables through hypothesis testing by distributing questionnaires. This research used a sample of 96 respondents. Samples were taken using a purposive sampling method using non-probability with characteristics of a minimum age of 17 years and having used a product or service from Digital Print Finsa at least once. The test tools used are research instrument tests, classical assumption tests and multiple regression analysis tests. From the results of this test it can be concluded that marketing content has a significant direct influence on brand awareness. Social Media has an indirect influence in the research results in the T Test which is stated to have no significant effect on brand awareness. The results of the study on word of mouth (WOM) have a significant direct influence on brand awareness on Digital Print Finsa Samban.

Widya Husada University Semarang community service aims to strengthen the ideas, creativity, and business planning of MSMEs business actors in the city of Semarang. This Canvas business model is a company process of creating value and gaining profits from the value created easily, sustainably both long-term and short-term. The business model canvas can be interpreted as a tool to help start-ups or existing business organizations map out their business design model. As well as changing a complicated business into an easy, simple business which is presented in the form of an analysis of one sheet of paper containing a nine-key strategic plan that integrates internal and external business strategies.

This study explores the role of sentiment analysis as a predictive tool for understanding and forecasting product launch success in the digital market. Sentiment analysis involves the classification of consumer sentiment expressed on social media platforms such as Twitter and Instagram, and it can significantly impact businesses by predicting consumer behavior and product performance. The research highlights the relationship between social media sentiment and product success, demonstrating that positive sentiment is strongly correlated with higher sales and consumer engagement, while negative sentiment can lead to declines. Machine learning models, including Support Vector Machines (SVM) and Random Forest, were employed to classify sentiment from large volumes of social media data and correlate it with product performance indicators such as sales volume and consumer interaction. The study found that sentiment analysis models were highly effective in predicting product success, with positive sentiment generally driving product profitability and negative sentiment posing a potential threat to brand reputation. Moreover, the analysis showed that social media sentiment provides real-time insights into consumer perceptions, enabling businesses to quickly adjust marketing strategies and product development plans. These findings underscore the importance of integrating sentiment analysis into product launch evaluations and strategic decision-making. Future research should explore the integration of sentiment analysis with other predictive market models and investigate the effects of fake reviews and post-purchase consumer behaviors on product success.

The aim of this research is to determine the effect of employee performance on sales which is mediated by competitive advantage. This research was conducted on Anyardrink store employees with syrup products. There were 8 types/brands of syrup used with various flavors, using a non-probability method in the form of incidental and purposive sampling. The data analysis technique used is Path Analysis and sampling test. Based on the results of the analysis, it was found that the regression model used met the classical assumption test. This research found that 1) Entrepreneurial Orientation has a positive and significant effect on Competitive Advantage; 2) Competitive Advantage has a positive and significant effect on Marketing Performance; 3) Employee orientation has a positive and significant effect on Sales Performance; 4) Competitive Advantage is proven to positively and significantly mediate the influence of Entrepreneurial Orientation on Marketing Performance.

PT XYZ is one of the largest fertilizer companies in Indonesia. One of the company's goals is to become a competitive producer of fertilizers and other chemical products that are in high demand among consumers. To achieve this, the company needs a marketing strategy to boost sales, compete with both domestic and international rivals, and address the fluctuations in sales volume. Therefore, the company has opted to use multiple linear regression as a reference to assess whether sales prices and international prices have an impact on sales volume. Additionally, the marketing mix, or the combination of marketing elements, will be crucial in achieving the company's objectives. In the execution of marketing activities, every company strives to establish marketing strategies and target its market. This marketing strategy revolves around the marketing mix. The research findings indicate that sales prices and international prices do not have a significant impact on sales volume, possibly due to the presence of other variables such as the company's location, product promotion, and other factors influencing the results.  

Plana Village is located in Somagede District, Banyumas Regency, 25 Km or around 36 minutes from the Nahdlatul Ulama University Purwokerto campus, with an area of 340,646 Km2 and a population of 3,680 people. Based on village potential data in Banyumas Regency, Plana Village is one of the underdeveloped villages where the majority of the population makes their living as farmers. Brown sugar production is a community business in Plana Village that has the potential to be developed but has many obstacles, including financial record keeping which is still very simple, the resulting product packaging still uses banana leaves or makeshift plastic bags, does not yet have a brand and product label, limited marketing scope, channels long distribution and minimal price information resulting in low selling prices which then makes the business considered unprofitable. Based on several of these problems, the aim of the PKM Team is to socialize the implementation of SAK EMKM and marketing mix strategies to increase profitability to realize the independence of coconut sap farmers in Plana Village, Somagede District. The actions that will be taken are to provide socialization and assistance regarding the preparation of financial reports based on SAK EMKM and running a business using a marketing mix strategy, namely by (1) The quality of the products produced by coconut sap farmers must continue to be maintained, (2) Pay attention to prices, where these prices must be higher than production costs. However, prices must also be taken into account according to the quality of the product, (3) The marketing location must be easily accessible to consumers, both physical locations and using digital models, (4) Provide input regarding promotions carried out both physically and digitally.

This qualitative inquiry aims to explore the impact of Artificial Intelligence (AI) on promoting ethical business practices within the realm of digital marketing in Indonesia. The research model adopts a qualitative approach, utilizing semi-structured interviews with key stakeholders in the digital marketing sector. Sampling techniques involve purposive sampling to ensure representation from various sectors such as industry professionals, policymakers, and consumer advocacy groups. Data analysis employs thematic analysis, allowing for the identification of recurring themes and patterns related to the integration of AI in digital marketing practices and its influence on ethical considerations. Preliminary findings suggest that AI implementation in digital marketing facilitates transparency, personalization, and accountability, thereby fostering ethical practices among businesses operating in Indonesia's digital landscape. This study contributes to the ongoing discourse on the ethical implications of AI adoption in emerging markets, providing insights for policymakers and industry stakeholders to develop frameworks that promote responsible AI use in business operations.

This journal article discusses the influence of digital marketing strategies in advancing competitive brokerage firms. Optimized marketing and quality productivity are keys to the achieving company success or in other words, finding the efficiency point in the marketing strategy that is most suitable for brokerage companies. Through this journal article, there is a discussion that can be used to provide insight into brokerage companies that survive in today's digital era, as well as quality productivity by marketing and sales in brokerage companies with marketing optimization. This discussion was conducted in one of the brokerage companies, PT Victory International Futures Spazio branch with a communication model with permanent employees at the company's branch.

Emak Farm and Hydroponics is one of the business branches of the East Java Al-Muslim Foundation headed by Drs. Masyhuda. In 2018, Mr. Artha was entrusted to run the Emak Farm and Hidroponic business by Drs. Masyhuda. In his pioneering journey, Pak Artha met Pak Kenta (Head of Surabaya Vegetable Garden). He collaborated with Surabaya Vegetable Garden as a vegetable supplier before finally deciding to go door to door to customers in the Pondok Chand area. The purpose of establishing the Emak Farm and Hidroponic business is to become a useful garden, become a role model and always learn new science or new innovations about hydroponics. In the process of realizing useful gardens, Emak Farm and Hidroponic assisted the Farmer Groups (Poktan) in helping sales and making markets for the groups. The challenge faced by Emak Farm and Hidroponic today is to increase understanding for groups in terms of packaging and shipping to customers who conform to the standard. Another thing that is a challenge as well as motivation for Emak Farm and Hidroponic is in terms of science in hydroponic farming which continues to develop. In this study, researchers intend to review innovative benefit-oriented marketing strategies carried out by UMKM, Emak Farm and Hydroponics.

The development of Small and Medium Enterprises (SMEs) is one of the government's priorities, especially in Tebing Tinggi City. Known as an industrial city, it becomes an opportunity for the development of SMEs, which are the majority of the workers. The development of SMEs, especially "Culinary Clusters" that have high added value to economic growth, needs to be given greater attention to developed. The purpose of this study is to analyze the factors that influence the business performance of SMEs in Batam City. The method used to determine the relationship between these factors uses partial least square- structural equation modeling (PLS-SEM) with SmartPLS 3.0 software. The results of data processing show that internal and external factors influence the performance of SMEs. External factors consist of government policies, socio-economic conditions, and culture, the role of related institutions has a significant influence on the condition of internal factors consisting of aspects of human resources, finance, technical production, and marketing. External and internal factors have a positive and significant influence on the performance of SMEs.

In the era of rapid development of digital technology, one of the marketing strategies that is increasingly being applied is through artists as advertising promotions for a product through television, including advertisements on Clear shampoo products. The main objective of this study was to evaluate the effect of celebrity endorser analysis, brand image, brand trust and television advertising on shampoo purchase decisions at Mapur stores in Brebes District. The correlation method with the quantitative approach method carried out is based on positivistic research data (concrete data), namely numerical values that will be measured by statistics as a calculation test tool, related to the problem studied to produce a conclusion. The population of this study was Clear shampoo customers at the Mapur store, Jagalempeni Village, Brebes Regency. The sample was obtained by the Slovin formula with a margin of error of 10% of the population of 413 people, then a sample of 80 respondents was obtained. The research instrument used was in the form of primary data from filling out questionnaires. The results of the t test in the study found that the brand trust variable did not have a significant influence on purchasing decisions, brand trust had an effect on purchasing decisions, television advertisements did not affect purchase decisions. Based on the F test, this value is obtained that brand trust has the most significant influence, followed by brand image, television advertising, and celebrity endorsers in order of significance of influence in a given analysis model. These results provide an idea of the relative contribution of each independent variable to the dependent variable simultaneously influencing the determination in purchasing decisions on Clear shampoo products.

This community service activity shows that the Puskad business incubator as part of the community can remain closely connected with the community that gave birth to it. For example, the problem of poverty which continues to haunt social life must continue to be eradicated. This can be alleviated, for example, by entrepreneurship or business development. Meanwhile, business development continued to develop over time, resulting in the rise of social media. With this service, we can see that people must share knowledge and experience with each other so that we can develop together. Therefore, answers from academics to problems and society can be displayed here. Using the participatory action research method, it was found that the way to increase the younger generation's understanding and knowledge of social media is to start with interaction. The differences that arise from social media training can be seen through the accuracy of conveying information to the appropriate target audience, equipment and communication facilities between creative actors, and budget conditions to meet the training and creativity needs of the community. The results of content creator training for entrepreneurs are: 1) Improved Communication Skills; 2) Increased Brand Awareness; 3) Increase interaction with customers; 4) Increase Conversions and Sales; 5) Marketing Cost Savings

This community service program is carried out in the Ngunut area, Tulungagung Regency, with activity partner ONC. The problems faced include economic growth and technological developments emphasizing the need for ONC to remain competitive and sustainable. Tight competition in the local market, the need for updated technological knowledge, and business sustainability challenges are the main focus. Solutions carried out through the latest training provide a solid foundation for their self-development. Strategic collaboration with activity partners and analysis of new business opportunities are the foundation for developing business models that are not only innovative but also sustainable. Technology enablement and implementation of digital marketing strategies were key steps in improving ONC's operational efficiency and increasing their visibility in the tight local market. outreach on business sustainability provides better understanding for ONC members, helping them reduce environmental impacts and increase resource efficiency. As an integral part of this program, monitoring and evaluation are carried out strictly to measure the impact of each step taken. Thus, the community service program not only provides an immediate solution to the challenges ONC faces, but also forms the basis for long-term investment, supporting the growth and sustainability of their business in the future.

Asmaranur Modeling School is a modeling school in Pekanbaru, which was founded by the owner and trainer, Irvan Asmara, on February 1 2020 under the auspices of CV. Asmaranur Persada Sejahtera. AMS Modeling School is the first modeling school that provides learning not only about the catwalk but also education in forming personality such as attitude, public speaking, personal branding, and responsibility. This research aims to find out the Marketing Communication Strategy of Asmaranur Modeling School Pekanbaru through Instagram Social Media. The method in this research used a case study with a qualitative approach and purposive techniques which included interviews, observation, documentation. The informant subjects in this research consisted of 3 informants, namely Irvan Asmara as the owner and instructor, Bima Sakti as the content creator, Wildatul Muslimah as a student who had been registered at AMS for a long time. This research uses New Media theory and the concept of The Circular Model of Some created by Regina Luttrell which has 4 stages, namely share, optimize, manage, engage. The results of this research are that Asmaranur Modeling School Pekanbaru chose the social media Instagram based on the increasing number of social media users and in accordance with Asmaranur Modeling School Pekanbaru's target market, namely young people and adults who are active on Instagram social media. Before posting content, collect photo/video ideas. Asmaranur Modeling School Pekanbaru's Instagram social media is managed directly by Irvan Asmara as the owner and trainer, easily responding to comments from followers, and making it easy to repost tagged posts from me personally, students who take part in activities at Asmaranur Modeling School Pekanbaru. To build engagement with consumers or followers, Asmaranur Modeling School Pekanbaru also creates events and sponsors other important events.

Digitalization of MSME Marketing is a change from conventional to digital systems as an effort to increase the effectiveness and efficiency of business processes and MSME operations and make MSME business actors change their business management, especially in the field of marketing from conventional to modern practices. MSME stands for Micro, Small and Medium Enterprises, which is one of the models in trading activities, usually carried out by individuals or individuals with business entities that are smaller in scope. Cikawung Village as one of the villages where some of the people, apart from farming, are also MSME players, feels the need for digital technology for business continuity and economic improvement of the village community.

The trend of shopping in society is getting shifted, marked by the presence of the growing marketplaces and e-commerce. There are so many choices of marketplaces that can be easily accessed by the society. By the marketplaces vary, there would be many things to prepare by every marketplace to win the competition and always maintain the existence. Therefore, they must think and use the effective marketing strategy. The game theory is one of the ways that can be used to analyze the marketing strategy. The game theory is a mathematics model used in a conflict or competition among various interests that meet each other as competitors. Basically, the theory is a study of strategy interaction among the players to determine the best strategy and the obtained score. One of basic elements of the game theory is solving every case of the game theory where the pay-off matrix is shown in a game matrix table. The data of game between Shopee and Tokopedia obtained the optimum score which was 2.4443. Shopee and Bukalapak obtained the optimum score which was 6. Meanwhile, Tokopedia and Bukalapak obtained the optimum score which was 8.9925. In the Shopee, Tokopedia, and Bukalapak competition, the Nash equilibrium point is located at the point ()  with a pay off value (64,56,43), Shopee with a discount voucher strategy (), Tokopedia with a Product strategy (), and Bukalapak with a promotion strategy () which is the optimal strategy for each player.

This research aims to examine the application, obstacles and benefits of Artificial Intelligence ChatGPT on the effectiveness of social media marketing using the Attention, Interest, Desire, Action (AIDA) model approach, especially on the Cuci Shoes Kelen Instagram account. The background to this research is the Industrial Revolution 4.0 which has created an era of digital technology with a high number of internet users in Indonesia, even though digital understanding and literacy is still low. This research uses descriptive qualitative methods by collecting data through virtual ethnography and interviews. The research subjects consisted of two owners of "Cuci Shoes Kelen," namely DB and FP, while the research object was the use of Artificial Intelligence ChatGPT in this account. The results of the first research showed that the application of Artificial Intelligence ChatGPT with the AIDA model approach on the Instagram account "Cuci Shoes Kelen" resulted in improvements in all aspects measured. Therefore, the marketing and promotional content produced by ChatGPT can increase the effectiveness of social media marketing. The results of the second research show that there are obstacles in implementing ChatGPT Artificial Intelligence, especially in new users' understanding of the types of questions that should be asked to ChatGPT, and also the limited information in ChatGPT version 3.5. However, benefits include ChatGPT's ability to provide promotional strategy recommendations that comply with AIDA concepts and detailed guidance for their implementation.