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With the advancement of technology, competition in the mid-to-low-end business sector has intensified. Both large businesses and Micro, Small and Medium Enterprises (MSMEs) are facing challenges and obstacles. On the other hand, MSMEs will have greater opportunities to market their products due to advances in information technology. When starting a business, branding communication is very important. Each individual has a different brand image. By using the right promotional strategy, effective branding communication can provide consumers with the opportunity to recognize certain goods and services, evaluate their quality, reduce purchase risks, and get different experiences and satisfaction. Every business field must have a strategy to increase sales. The right promotional strategy can communicate branding well. To achieve goals, every business sector needs a promotional strategy, especially for micro, small and medium enterprises (MSMEs). Promotion planning is carried out to improve services and sales by introducing products to potential customers and improving services by focusing on online-based promotions by utilizing social media and marketing through the marketplace. In a startup business, where the business has just started and continues to grow, business actors are considered necessary to continue to develop products and find the right target market. The purpose of this Community Service activity is to provide an assessment of branding and promotional communication strategies to increase customers for this startup business.      

In the era of rapid digitalization, understanding consumer behavior through data is becoming increasingly important for retail businesses. Shopping trends, such as those contained in this study, provide in-depth insights into various aspects of consumer behavior, from demographics to purchasing preferences and patterns of discount usage. This data is invaluable in formulating effective marketing strategies, improving customer experience, and optimizing business operations. The data used in this study included a variety of relevant variables, such as age, gender, location, product categories purchased, number of purchases, payment methods, and frequency of purchases. This information allows for a comprehensive analysis of how these factors affect consumer spending decisions. For example, analytics can reveal seasonal trends in purchases, product color and size preferences, and the impact of discounts and promo codes on sales volume. In addition, this dataset also reflects the changes in consumer behavior that have occurred over the past few years. Quantitative methodology is a research approach used to collect and analyze numerical data to understand patterns, relationships, and events in a given population. Data is collected from various sources such as online sales transactions, consumer surveys, Naive Bayesian algorithms are applied to the dataset that has been processed. The data was divided into two sets: training (80%) and testing (20%).    

The rapid growth of e-commerce has significantly transformed consumer behavior, particularly among university students. This study examines how e-commerce platforms affect the interest and shopping preferences of students of the Faculty of Economics and Islamic Business, UIN Sultan Maulana Hasanuddin Banten. By analyzing data from surveys conducted among students, the research identifies key factors that drive their engagement with online shopping. These factors include convenience, variety of products, competitive pricing, and the ease of comparing different products. The study also highlights the role of technological advancements, such as mobile applications and secure payment gateways, in enhancing the online shopping experience. Furthermore, it explores the psychological aspects, such as the excitement of online deals and the influence of social media advertising, on students' shopping habits. The findings suggest that e-commerce has not only increased the frequency of students' purchases but also diversified their buying patterns. However, the study also addresses potential challenges, such as the risk of overspending and the impact of impulsive buying. Overall, the research provides valuable insights into the evolving landscape of consumer behavior in the digital age, emphasizing the importance of e-commerce in shaping the shopping interests of the younger generation.      

The coconut cooking oil-making program is one of the empowerment programs for women to improve the economy by utilizing the potential of existing natural resources. This program was carried out in Weranggere village, Witihama District, East Flores Regency, as one of the solutions for managing the natural potential in the village. The program aims to increase natural resources and process them into a product with a better selling price than before processing. Coconut is one of the natural resources that will be processed to meet the needs of women and become a business opportunity. Through this program, women in the village are given training on processing coconut into quality oil. They were also taught how to have good and attractive packaging and marketing that can be done online through social media. The method carried out is a fiel research, which is carried out by going directly into the field with the purpose of observation and interview. In addition, this program also encourages the formation of women's groups to manage businesses in the village as an economic improvement. This program is also a forum for women to share knowledge, experience, and support. Women's empowerment through the production of coconut cooking oil provides benefits such as increasing skills, business, and income for women in villages, as well as increasing the selling value of the economy and natural resources owned.

Since welding workshops are an unofficial industry, there is still a lack of effective implementation of occupational safety and health regulations in this field. Welders often experience eye hazards such as sparks, foreign objects, infrared and UV radiation. The purpose of this study is to describe how well welding workshop workers in Medan Tembung District comply with the use of personal protective equipment (PPE). This study uses a quantitative descriptive method. The results of data analysis for the Alpha Cronbach questionnaire trial in this study showed that the data met the requirements with a score of 0.928. Up to 55 welding workshop employees from all welding workshops in Medan Tembung District, Medan City participated in the total sampling of this study. After the descriptive analysis, the data is displayed as a frequency distribution.  According to the results of the study, of the 55 welding workshop employees who participated in the survey, 50.9% had a low level of knowledge. The majority of respondents (80%) have a negative attitude towards the use of personal protective equipment (PPE), and more than half (58.2%) do not use PPE in the workplace. The results of the data analysis show that the majority of employees ignore the need to wear personal protective equipment (PPE) in the workplace because they do not know it or have a negative attitude towards it. Thus, this study suggests that welding businesses need to provide complete personal protective equipment, and also educate on the importance of using PPE and the Government also needs to increase supervision for small and medium enterprises, especially in welding workshops related to occupational health and safety.

Micro, Small and Medium Enterprises (MSMEs) are one of the main sectors supporting the Indonesian economy. Kedung Sumur Village and Bluru Permai Village are one of the small areas that have several unique Micro, Small and Medium Enterprises (MSMEs). In its development, these MSMEs experience obstacles such as a lack of understanding of the importance of NIB ownership as a form of Business Law for business actors in the food category. The research methods used in this study include quantitative and qualitative data collection through surveys, interviews, and documentation studies. The research sample will consist of fadhil cake MSMEs and Firmala wet cake MSMEs. For all business owners, the Business Identification Number (NIB) is an important component in the legitimization of their company.

This study aimed to assess the impact of cognitive involvement, affective involvement, and customer behavioral involvement on online purchase intentions, with customer experience as a mediator on the Shopee application in Medan City. The research included 130 respondents from Medan City, selected using purposive sampling. Data analysis was conducted using the SMARTPLS version 3.0 program, employing Structural Equation Modeling (SEM), measurement models (outer models), structural measurements (inner models), and hypothesis testing. The results indicated that customer cognitive involvement had a positive but insignificant effect on customer experience. Affective and behavioral involvement had a positive and significant effect on customer experience. Both cognitive and behavioral involvement had a positive and significant effect on online purchase intentions, while customer affective involvement had a positive but insignificant effect on online purchase intentions. Furthermore, customer experience had a positive and significant effect on online purchasing intentions. It was found that customer experience was unable to mediate the influence of customer involvement on online purchasing intentions. However, customer experience was able to mediate the influence of affective and behavioral customer involvement on online purchasing intentions. Hence, businesses using the Shopee application can enhance customer engagement and leverage technological advancements to attract purchasing intentions by introducing additional features with creativity and openness.

The rapid adoption of artificial intelligence (AI) in e-commerce is revolutionizing the business landscape. This study explores the rise of AI-powered e-commerce and its impact on business models, strategies, and market dynamics in 2024. Through a multiple case study approach, focusing on leading e-commerce companies such as Amazon, Alibaba, and Shopee, the research reveals that AI is fundamentally transforming the way businesses operate in the digital economy. AI enables enhanced personalization, operational efficiency, and improved customer experiences, driving the emergence of new business models and competitive advantages. However, the adoption of AI also creates significant challenges, including implications for the workforce, ethical concerns surrounding data privacy and algorithmic bias, and potential impacts on market dynamics and competition. The study highlights the need for a strategic and ethical approach to AI adoption, collaboration among stakeholders, and adaptive regulatory frameworks. It concludes with recommendations for businesses, policymakers, and future research to navigate the transformative impact of AI in e-commerce. The findings contribute to the literature on digital transformation and disruptive innovation, offering valuable insights for managers, practitioners, and researchers.

This study aims to explore the role of marine fisheries students in the hotate aquaculture internship program at the Hotate Business Fishery Cooperative Association in Japan. This internship program is designed to provide practical experience and in-depth knowledge of the hotate aquaculture industry, one of the important fisheries sectors in Japan, especially in Hokkaido. Students who participate in this program are directly involved in various aspects of hotate cultivation, including seed selection, environmental maintenance, catching, processing, and distribution. This study uses a qualitative method with in-depth interviews and participatory observation to collect data from participating students, mentors, and program managers. The results of the study showed that participation in the internship program provided significant benefits for students, including improved technical skills, an understanding of best practices in hotate farming, and the ability to adapt to modern technologies and methods in the fishing industry. In addition, the program also strengthens the relationship between educational institutions and industry, as well as opens up career opportunities for students in the global fisheries sector.This study concludes that the internship program at the Hotate Business Fishery Cooperative Association has an important role in developing quality and competitive human resources in the fishing industry, as well as contributing to sustainability and innovation in hotate cultivation in Japan.

Using digital marketing to increase sales of MSMEs, digital marketing has a very important role in increasing sales and income so they can access a wider market. Lack of understanding, skills and abilities in using digital technology is one of the obstacles experienced by MSME players. In this problem, the way to overcome the problems faced by MSME players is that training is provided on how to use digital applications, especially the WhatsApp business and Instagram applications to improve the abilities and skills of MSME players in using digital as a promotional media. The method used in this field work activity uses direct mentoring and training methods for MSME actors by implementing the stages of observation, interviews, planning, activities, activity processes, end of activities, and documentation. With the results, MSME players have begun to understand and understand how to manage and use the WhatsApp business and Instagram applications as media for promoting online sales of the goods they produce.

This research aims to analyze the changes in digital consumer behavior in the context of e-commerce business until 2024. Through a qualitative approach with a focus on literature studies, the analysis identifies factors that influence changes in digital consumer behavior, including increased online shopping activities, shifting purchasing preferences, the use of mobile devices, digital payment trends, data security and privacy, and the influence of social, cultural, and new technological factors. The analysis shows that consumers are increasingly demanding better user experience, flexibility in payment methods, and guaranteed data security and privacy. Meanwhile, new technologies such as artificial intelligence and collaboration with influencers also play an important role in influencing consumer behavior. Thus, the proposed suggestions include improving user experience, flexibility in payment methods, investment in new technologies, collaboration with influencers, and prioritizing data security and privacy. It is hoped that the results of this study can help e-commerce businesses to better understand the changes in digital consumer behavior and develop effective strategies in dealing with them.    

Customer engagement is a crucial component of successful e-commerce platforms in the digital age, especially in rapidly growing regions like Southeast Asia. This research analyzes engagement strategies used by top e-commerce companies to retain customers and increase brand loyalty. Using a case study approach, data were collected from various platforms, focusing on user experience, loyalty programs, and digital marketing tactics. The findings reveal that personalized marketing and seamless mobile integration play significant roles in customer engagement. The paper concludes with recommendations for e-commerce businesses looking to improve customer interaction and loyalty in competitive digital landscapes.

The development process in Indonesia is currently divided into various sectors, including the economic sector, education and infrastructure. The massive infrastructure development carried out by the Government is carried out in order to support the improvement of public services. Policies related to infrastructure development are currently also simplified, so that more small and large businesses can participate in infrastructure tenders. One of these policies is the Down Payment Guarantee Policy. Down Payment Guarantee is a guarantee provided by an insurance company that guarantees that the company is able to carry out a project and can return the down payment according to the agreed rules. In its implementation, it turns out that the Down Payment Guarantee can experience disputes and lead to claims for Default. This study will analyze court decisions in cases of Default claims in Down Payment Guarantee cases. The approach used in this study is normative juridical law.

This study examines the impact of environmental taxation on corporate financial performance across ASEAN countries. Environmental taxation has become an essential policy instrument for addressing environmental concerns and promoting sustainable development. However, its implications for corporate financial performance remain debated. Using panel data from various sectors in ASEAN countries, this research investigates the relationship between environmental tax policies and key financial indicators, including profitability, return on assets, and market value. The findings reveal that environmental taxation can have both positive and negative effects, depending on the industry, tax structure, and corporate adaptability. Companies that invest in green innovation and sustainable practices tend to experience improved financial performance in the long run, suggesting that environmental taxation can act as a catalyst for corporate sustainability. The study provides insights for policymakers and business leaders on balancing environmental goals with economic competitiveness in the ASEAN region.

This research explores the socioeconomic impacts of sustainable entrepreneurship in Indonesia. Sustainable entrepreneurship is increasingly recognized as pivotal for economic development, job creation, and environmental sustainability, particularly in emerging economies. The review synthesizes findings from existing literature to highlight how sustainable enterprises in Indonesia contribute to innovation, productivity enhancement, and the creation of employment opportunities. Drawing parallels with experiences in Anglophone and Francophone countries, the review examines contextual factors such as institutional quality, regulatory frameworks, and historical legacies that shape entrepreneurial outcomes. Key barriers hindering sustainable entrepreneurship in Indonesia, including access to finance, infrastructure deficiencies, regulatory complexities, and gaps in entrepreneurial education, are identified. The review underscores the importance of improving governance, strengthening legal systems, and fostering an enabling environment to support sustainable business practices.     

Land is something that is very meaningful for the lives of living creatures, especially humans, from the past until the future. Therefore, it is important to have clear legal rules to regulate it. In Article 16 paragraph (1) of the UUPA, there are several types of land rights, namely: Ownership Rights, Cultivation Rights, Building Use Rights, and Use Rights, Rental Rights, Land Clearance Rights, and Forest Product Harvesting Rights. Land rights are rights owned by every land owner provided they have a certificate as strong evidence. Property rights are the strongest and most fulfilled rights. Business entities in the form of limited liability companies are currently in great demand, but problems often occur regarding land use due to the reduction in the status of Land Ownership Rights to Building Use Rights experienced by limited liability companies. The transition process also often experiences obstacles. For this reason, this research uses normative juridical research methods which focus on studying the application of rules or norms in positive law with a statutory approach and legal norms relating to land rights by Limited Liability Companies.

This research aims to investigate the experiences and protection strategies against fraud in digital business, focusing on Anafoya store that sells clothing products. The study reveals various challenges faced by sellers in dealing with fraud in the context of digital business. This study employs a qualitative approach with a case study research design through in-depth interviews. The interview results highlight several common forms of fraud, such as non-payment in COD transactions and returns of goods that do not match their condition. To address these challenges, Anafoya store has implemented proactive protection strategies, such as strengthening payment verification procedures and tightening return policies.

In an increasingly competitive business situation, companies need employees who have a high commitment to the organization. Allen and Meyer (1990) stated that commitment to an organization is displayed in the components of affective commitment, rational commitment and nomative commitment. From several studies it has been proven that work experience has quite a big influence on employee commitment to the organization. This research will look at the contribution of human resource management as a form of work experience to employee commitment to the organization. What is meant by human resource management is a series of processes, applications and evaluations of the utilization and actualization of human resources in order to optimize the performance and contribution of human resources in achieving company goals. The contribution that will be seen is the contribution of human resource management in the form of employee perceptions of human resource management. As well as discrepancies in employee expectations and perceptions of human resource management. In particular, human resource management will be seen from the functions of managing employee development, managing work assessment, and management.

This study investigates the level of customer loyalty in e-commerce in the United States in 2020. Using e-commerce customer data from 2020 available on Kaggle, this research analyzes cohort retention to understand the number of customers from each cohort who continue to make purchases in subsequent months. Additionally, this study evaluates the implementation of data analysis to assess the effectiveness of promotional strategies and their impact on customer loyalty and retention. The results show that retention percentages decline over time, with the number of active customers decreasing after registration. However, some cohorts exhibit better retention performance. For instance, the April cohort saw a significant increase from 18.46% to 29.23%, and the May cohort experienced the highest increase from 14.29% to 30.16%. On the other hand, the January cohort showed the most drastic retention drop from 100% to 10.42% after the first month, with the largest monthly decline from 23.96% in April to 7.29% in May. These findings provide practical guidance for e-commerce companies in developing more effective strategies to improve customer retention. Further analysis is recommended to understand the specific causes of these retention trends and to develop more holistic strategies to support better business decisions and increase long-term profitability.

In the era of globalization, intense competition drives companies to expand their markets, particularly in Indonesia's rapidly growing tourism sector. Batam, as a Free Trade Zone and a potential tourist destination, has experienced a significant increase in international tourists, fostering the growth of the hospitality industry. PT. Trikarya Era Sukses Medan established the Ibis Style Hotel Batam, offering facilities comparable to four-star hotels to attract consumers amid tight competition. This study analyzes the influence of service quality, business facilities, and consumer satisfaction on customer loyalty at the hotel. The population in this study consists of all guests staying at Ibis Style Hotel Batam, totaling 3,689 individuals. Accidental sampling is the technique used for sample collection, and the sample size is 110 individuals. The data collection method employs questionnaires. The study results indicate that: (1) Service quality significantly affects customer loyalty, (2) Business facilities significantly affect customer loyalty, (3) Consumer satisfaction significantly affects customer loyalty, (4) Service quality, business facilities, and consumer satisfaction collectively and significantly affect customer loyalty.