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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.    

 In an era full of technological developments, various daily activities are connected with the help of the internet, making operations easier and faster. One use of this technology, for example, is massive marketing activities carried out via social media, one of which is WhatsApp. This application introduces WhatsApp Business features specifically designed to facilitate the marketing of their products to consumers. This increase in the number of WhatsApp users opens up more opportunities for businesses to maximize the application's potential as a digital marketing tool. The aim of this research is to determine the effect of promotions and services via WhatsApp on sales. This type of research is quantitative research. The sample used in this research was 37 people using the questionnaire distribution method as a data collection tool. The analysis technique used in this research is multiple linear regression analysis using the SPSS software application. The research results show that variable X1 (promotion) and variable X2 (service) each influence variable Y (sales) in a positive direction. Besides that, variables X1 (Promotion) and X2 (Service) in the model together are able to explain 40.3% of the influence on variable Y (Sales).

This research aims to investigate the utilization of social media as a marketing communication tool by one of Sukin’s skincare products, which collaborates with an e-commerce platform and social media focused on beauty and skincare. The research employs a qualitative method involving observation and interviews. Data collected are analyzed using The Circular Mode of SoMe analysis model, which includes elements such as Share, Optimize, Manage, and Engage. The results indicate that Sukin and Sociolla utilize social media platforms effectively to introduce their beauty and skincare products, serving as communication tools for marketing purposes. Additionally, audiences participate in word-of-mouth promotions, provide reviews as beauty enthusiasts, and even involve influencers in digital campaigns created by Sukin and Sociolla. The evolution of social media usage across various fields facilitates easier communication and message delivery, contributing to the objectives of digital campaigns.

After the covid pandemic conditions, new habits and trends in society are slowly starting to change, one of which is the shift from offline to online shopping. Since the pandemic took place, people's offline purchasing power has decreased. Shops or shopping centers are empty of visitors and most prefer to shop online or online. In Indonesia, there are several marketplaces operating such as Shopee, Tokopedia, Bukalapak, Lazada and Bblibli. Shopee Indonesia is the Marketplace with the most visitors in the 4th quarter of 2022. With an average of 191.60 million visitors. So, currently Shopee is the most popular and visited Marketplace. As a company, Shopee uses various marketing channels to increase consumer buying interest. In this study, researchers analyzed the influence of advertising in the Shopee application, sales promotions, brand ambassadors, and service quality on consumer buying interest in the Shopee application. This quantitative study took data from 384 Shopee users who were analyzed using measurement model evaluation analysis which included validity and reliability tests, and structural model testing which included the Goodness of Fit Model and hypothesis testing. In the first stage of analysis, all variables are declared valid and reliable. Then in the second analysis stage, it shows that product advertisements in applications, sales promotions, brand ambassadors and service quality carried out by Shopee have an effect on consumer buying interest to shop on the Shopee application.

The research aims to find out how relationship marketing and product quality influence customer loyalty through customer satisfaction at Zahdan Kamal Sentosa catering. This research a quantitative descriptive research type using AMOS 22 Structural Equating Modelling (SEM) analysis. The population used in this research is catering customer in 2022 with a total of 143 respondents. The results showed that relationship marketing had a positive effect on cunsomer satisfaction and customer loyalty with a CR value of 2.279 and 2.958 (CR ≥ 1.96) respectively and a probability value of 0.003 and 0.023 (P ≤ 0.05).  Product quality variable has a positive effect on customer satisfaction with a CR value 2.867 (CR ≥ 1.96) and the probability value is 0.004 (p ≤ 0.05). The product quality variable does not have a positive effect on customer loyalty because the CR value is 1.239 (CR ≤ 1.96) and the probability is 0.215 (p ≥ 0.05). the consumer satisfaction variable has a positive effect on loyalty customer with a CR value of 2.294 (CR ≥ 1.96) and a probability value of 0.022 (p ≤ 0.05).

This research aims to investigate the multifaceted components influencing the competitive edge of Small and Medium Enterprises (SMEs). The research model integrates financial knowledge, AI integration, human capital, and digital marketing to explore their collective impact on SME competitiveness. Through purposive sampling, SMEs across diverse sectors will be selected for in-depth interviews and focus group discussions. Data analysis will employ thematic analysis techniques to derive rich insights from qualitative data. The study anticipates uncovering nuanced relationships between the aforementioned variables and SME competitiveness. Findings will contribute to enhancing understanding of the intricate dynamics shaping SME competitiveness and inform strategic interventions to bolster their competitive edge in the market landscape.

Abstract. The method used in this research is Value Chain Mapping, Gender Sensitivity Value Chain Mapping, and Canvas Business Model. Value Chain Mapping is used to map activities ranging from upstream to downstream from a tempe industry value chain in Tenggilis Surabaya. Gender Sensitivity Value Mapping is used to map and analyze the role of gender in the tempe industry value chain. Whereas the Canvas Business Model is used to redesign the tempe industry business model in Tenggilis  Surabaya based on value, gender, and competitive advantage. The results of this study are Value Chain Mapping and Tempe Business Model  for the home-based tempe industry. The role of women housewives in the tempe industry value chain in Tenggilis  Kauman is almost 50%. For the tempe production system and marketing management for the SME scale, such as the tempe industry in Tenggilis  tempe village, the maturity level has reached the optimal level, level 5. For external suppliers, the maturity level is still low at level 2 or still in the development stage. For market orientation, competitors and product development are already at a competitive level. Revenue Streams from the tempe business process in Kampung Tempe is the sale of tempe and its processed products, as well as a tourist visit.   Keywords: gender role, tempe industry, tempe business model, value chain mapping   Abstrac. Metode yang digunakan dalam penelitian ini adalah Value Chain Mapping, Gender Sensitivity Value Chain Mapping, dan Canvas Business Model. Value Chain Mapping digunakan untuk memetakan kegiatan mulai dari hulu hingga hilir dari suatu rantai nilai industri tempe di Tenggilis Surabaya. Gender Sensitivity Value Chain Mapping digunakan untuk memetakan dan menganalisis peran gender dalam rantai nilai industri tempe. Sedangkan Canvas Business Model digunakan untuk mendesain ulang model bisnis industri tempe di Tenggilis  Surabaya berdasarkan nilai, jenis kelamin, dan keunggulan bersaing. Hasil dari penelitian ini adalah Pemetaan Rantai Nilai dan Model Bisnis Tempe untuk industri tempe rumahan. Peran ibu rumah tangga dalam rantai nilai industri tempe di Tenggilis  Kauman hampir mencapai 50%. Untuk sistem produksi tempe dan manajemen pemasaran skala UKM seperti industri tempe di Kampung Tempe Tenggilis  tingkat kematangan sudah mencapai tingkat optimal yaitu tingkat 5. Untuk pemasok eksternal tingkat kematangan masih rendah pada tingkat 2 atau masih dalam tahap pengembangan. Untuk orientasi pasar, pesaing dan pengembangan produk sudah berada pada tingkat kompetitif. Aliran pendapatan dari proses bisnis tempe di Kampung Tempe adalah penjualan tempe dan hasil olahannya, serta kunjungan wisatawan.   Kata kunci: peran industri tempe, gender, model bisnis tempe, pemetaan rantai nilai

Abstract. The method used in this research is Value Chain Mapping, Gender Sensitivity Value Chain Mapping, and Canvas Business Model. Value Chain Mapping is used to map activities ranging from upstream to downstream from a tempe industry value chain in Tenggilis Surabaya. Gender Sensitivity Value Mapping is used to map and analyze the role of gender in the tempe industry value chain. Whereas the Canvas Business Model is used to redesign the tempe industry business model in Tenggilis  Surabaya based on value, gender, and competitive advantage. The results of this study are Value Chain Mapping and Tempe Business Model  for the home-based tempe industry. The role of women housewives in the tempe industry value chain in Tenggilis  Kauman is almost 50%. For the tempe production system and marketing management for the SME scale, such as the tempe industry in Tenggilis  tempe village, the maturity level has reached the optimal level, level 5. For external suppliers, the maturity level is still low at level 2 or still in the development stage. For market orientation, competitors and product development are already at a competitive level. Revenue Streams from the tempe business process in Kampung Tempe is the sale of tempe and its processed products, as well as a tourist visit.   Keywords: gender role, tempe industry, tempe business model, value chain mapping   Abstrac. Metode yang digunakan dalam penelitian ini adalah Value Chain Mapping, Gender Sensitivity Value Chain Mapping, dan Canvas Business Model. Value Chain Mapping digunakan untuk memetakan kegiatan mulai dari hulu hingga hilir dari suatu rantai nilai industri tempe di Tenggilis Surabaya. Gender Sensitivity Value Chain Mapping digunakan untuk memetakan dan menganalisis peran gender dalam rantai nilai industri tempe. Sedangkan Canvas Business Model digunakan untuk mendesain ulang model bisnis industri tempe di Tenggilis  Surabaya berdasarkan nilai, jenis kelamin, dan keunggulan bersaing. Hasil dari penelitian ini adalah Pemetaan Rantai Nilai dan Model Bisnis Tempe untuk industri tempe rumahan. Peran ibu rumah tangga dalam rantai nilai industri tempe di Tenggilis  Kauman hampir mencapai 50%. Untuk sistem produksi tempe dan manajemen pemasaran skala UKM seperti industri tempe di Kampung Tempe Tenggilis  tingkat kematangan sudah mencapai tingkat optimal yaitu tingkat 5. Untuk pemasok eksternal tingkat kematangan masih rendah pada tingkat 2 atau masih dalam tahap pengembangan. Untuk orientasi pasar, pesaing dan pengembangan produk sudah berada pada tingkat kompetitif. Aliran pendapatan dari proses bisnis tempe di Kampung Tempe adalah penjualan tempe dan hasil olahannya, serta kunjungan wisatawan.   Kata kunci: peran industri tempe, gender, model bisnis tempe, pemetaan rantai nilai

This research aims to investigate ethical business practices in sustainable digital marketing among Micro, Small, and Medium Enterprises (MSMEs). The research model adopts a qualitative approach to delve into the intricacies of ethical decision-making processes within digital marketing strategies. Sampling techniques involve purposive sampling to select MSMEs known for their sustainable practices. Data analysis employs thematic analysis, allowing for the identification of patterns and themes related to ethical considerations in digital marketing. Preliminary findings indicate a growing consciousness among MSMEs towards adopting ethical principles in their digital marketing endeavors, contributing to the sustainability of their businesses while fostering consumer trust and loyalty. This study sheds light on the importance of ethical conduct in digital marketing for the long-term viability of MSMEs in the contemporary business landscape.

This research aims to explore the efficacy of AI-driven marketing solutions in facilitating ethical product branding within Micro, Small, and Medium Enterprises (MSMEs). The research adopts a descriptive model, employing purposive sampling to gather data from a diverse range of MSMEs engaged in ethical product branding practices. Data analysis utilizes thematic analysis to identify patterns and insights from qualitative data. The study aims to unveil the impact of AI-driven marketing strategies on enhancing sustainability and ethical branding efforts among MSMEs. Results are expected to shed light on the effectiveness of these solutions in fostering responsible consumerism and promoting sustainable business practices within the MSME sector, thereby contributing to the discourse on ethical marketing and sustainable development.

This research discusses the development of sustainable business models for MSMEs, Shrimp Crackers & Payus Mak Sah in the digital era. Qualitative methods are used with in-depth interviews and content analysis. The findings show that digital marketing strategies through Instagram (IG) and product catalogs have a positive impact on the development of this MSME business. Internal factors, such as knowledge and skills in digital marketing, as well as environmental support, play an important role in the development of this business. In addition, this research reveals the positive social influence of developing this sustainable business model in increasing the income and welfare of business owners, as well as expanding public awareness of local products. This research provides valuable insights for similar MSMEs in developing sustainable business models in the digital era.)

This research is aimed to identify, describe, and develop strategies to enhance group members' commitment in the development of a health honey business using the Business Model Canvas (BMC). The study was conducted at KTH Bina Lestari in Ciamis Regency, post the Covid-19 pandemic. Data collection was carried out through interviews, observations, and documentation. Data analysis was used to assess internal and external factors to determine the highest priority for development and improvement. The research findings indicate that the selected priority strategies for honey business development in Kampung Madu are: 1) training and human resource development, 2) product quality improvement, and 3) product marketing optimization.  

This thesis aims to find out what are the marketing strategies and results during the Covid-19 pandemic at MSMEs Keisha Jaya Pace and efforts to improve the marketing and sales strategies of MSMEs Keisha Jaya Pace during the Covid-19 pandemic. This study uses descriptive qualitative research. Data collection methods in this study using interviews, observation, documentation. Test the validity of the data in this study using Triangulation. The data analysis method in this study uses a data redcution model, data presentation, conclusion drawing. The results of this study indicate that the marketing strategy of Keisha Jaya Pace MSMEs during trhe Covid-19 pandemic experienced difficulties when implementing marketing strategies. Keisha Jayya Pace MSMEs implement a marketing mix including product, price, place, and promotion strategies. The sales results of Keisha Jaya Pace MSMEs during the Covid-19 pandemic experienced a decline in sales. Almost all Keisha Jaya Pace MSMEs product experienced a decline in sales, including diamonds, jenang, kembang gulo, cum-cum cakes due to the implementation of the Emergency PPKM and work from home. There are several efforts of Keisha Jaya Pace MSMEs in increasing sales during this pandemic, including providing the best service to consumers, aggressively promoting products on social media, paying attention to product quality standards, and maintaining good relationships with buyers.

Micro, Small and Medium Enterprises have a significant role for the welfare of society. The purpose of this activity is to improve aspects of marketing management that have an impact on increasing sales. The long-term goal of this research is to build a management model that can be practically applied by MSMEs to support productivity and business development. In general, MSMEs business management (marketing, production, HR and finance) can be implemented by providing training to MSMEs actors. In its journey, MSMEs need to be monitored intensively, to always monitor the management they are doing. SWOT analysis is the right option to help MSMEs determine marketing strategies and project changes in the business environment. SWOT analysis can evaluate Strengths, Weaknesses which include internal factors in MSMEs, Opportunities and Threats which include external factors or competitors. Based on the SWOT analysis conducted, a strategy was obtained to provide training in all aspects, given the lack of knowledge possessed by SMEs. From this study, 4 marketing strategies were obtained for MSMEs to increase competitiveness, namely the S-O Strategy for MSMEs to innovate products to strengthen competitiveness, establish product characteristics, and aggressively carry out promotions and sales by utilizing technological developments with online sales. In the W-O strategy, MSMEs are required to always pay attention to market and consumer desires, determine market targets, and improve the quality of human resources. S-T strategy, MSMEs should make a prominent feature of the product and innovate in product promotion. In the W-T strategy, MSMEs players need to determine their target market, where and who is the target for their sales and pay attention to the wishes of the market and consumers to adapt their products.

In this era of globalization, marketing is more of an information warfare between different parties with the aim of making sales. The marketing environment is rapidly changing, and with these changes, the need for information, latest products, shifts in buyer attitudes and behaviors towards decision-making and product acquisition, as well as the ability to identify opportunities in appropriate marketing, becomes essential. This paper is a literature review using a qualitative descriptive approach, aiming to describe product mix strategies. The methodology employed for data collection is documentation, along with various articles and books, followed by content analysis. The findings of this paper reveal that studying consumers can provide insights for the development of new products, product uniqueness, pricing, distribution channels, advertising messages, and other new marketing elements. A focal point for understanding behavior is the stimulus-response model. Buyer characteristics and decision-making processes lead to specific buyer decisions. The marketing task involves comprehending what occurs in the buyer’s consciousness from external stimuli to the emergence of the buyer's purchasing decision.

Universities are using social media more creatively in their marketing as a result of digitalization. However, there are few theoretical models that explain the success of social media marketing (SMM) in educational institutions, particularly Instagram. This study seeks to address a theoretical need by concentrating on four variables: QMS, brand awareness, product image, and brand attitude. A poll of 141 Gen Y and 17-27-year-olds was used to acquire quantitative data. The data was then examined using the SmartPLS Statistics tool and Structural Equation Modeling (SEM). Three key findings emerge from the data analysis. First, QMS has a significant and positive influence on brand attitude, brand awareness and brand image.

This article aims to review and seek to inform about the concept of reviewing tourism marketing through information technology as a tourism industry management plan. The research method used is qualitative and literature studies or library research Based on the results and discussion, it can be concluded theoretically that to understand tourism marketing reviews through information technology as a management model planning in the tourism industry requires several important things including: (a) Travel consumer, (b) Trends in tourism technology, (c ) Digital Marketing (DM) and (d) Virtual Reality (VR). Technology is a central element and a foundation for actors in the tourism industry promoting media that is relevant to the development of information technology, especially in the form of social media and websites.