Publication Search

Community service activities (PKM) located in Kempreng Rt26Rw 02, Tanjungsari village, Taman District, Sidoarjo Regency. This community service activity (PKM) aims to empower MSMEs in optimizing social media to market products, then provide direction so that MSME actors have and optimize social media accounts for business or can use them effectively and efficiently. This activity is expected to provide understanding and the ability of MSME actors in Bakar Rama and Seblak julid in using social media optimally so that it has an impact on business development and increases profits. This activity uses the Participatory Action Research (PAR) approach method which includes: interviews to find out the SWOT or problems faced by MSME actors in Bakar Rama and Seblak julid related to social media, making posters of product menus sold then making content about the products they sell, creating social media accounts and optimizing them. This PKM activity has been carried out smoothly according to the goals to be achieved, and getting good results. The results of this activity are that MSME actors understand how to use social media optimally, expand sales, and the products sold can be known to many people. However, there is one MSME that is less interested in using social media other than WhatsApp.

This study aims to analyze the 4P marketing mix (Product, Price, Place, Promotion) in hydroponic lettuce marketing at SMA Negeri 1 Karangnunggal. The method used is descriptive qualitative with case studies through observation and interviews. The results of the study indicate that the 4P marketing mix emphasizes products that have good quality such as good lettuce color and shape, the use of good seeds to produce good products. The price of the product has an affordable price which is relatively cheap for premium quality and offers discounts for large purchases. In easily accessible marketing places such as buyers can visit the place of sale directly or orders can be delivered to buyers directly. As well as the promotion methods carried out offline and online through social media.

In the midst of increasingly fierce modern market competition, traditional beverage products such as sarabba from Makassar began to enter the competitive market. This study aims to analyze the market penetration strategy of Makassar's Sarabba traditional beverage product in an effort to expand its reach and increase competitiveness in local and national markets. Sarabba, as a traditional spice-based drink, has high cultural value and economic potential but faces challenges in terms of marketing and adaptation to modern consumer tastes. The research method used is a qualitative approach with a case study, through direct observation, interviews with business actors, and documentation analysis. The results showed that the market penetration strategy implemented includes product innovation in the form of ready-to-eat packaging, utilization of digital media for promotion, and collaboration with local MSMEs and creative industry players. With the implementation of effective marketing strategies (4P), Saraba can maintain its traditional flavors while reaching new consumers in local and national markets. This research contributes to the development of marketing strategies for traditional products and suggests ways to improve the competitiveness of local products in the international market. This strategy is considered effective in increasing the visibility of Sarabba products among the younger generation and tourists. This research suggests the need for local government support in the form of training, product certification, and market access facilitation to strengthen Sarabba's existence as a competitive local culinary identity in the era of globalization.

This study aims to design a visual identity and promotional media that effectively enhances the brand awareness of Novita Online Shop, a micro, small, and medium enterprise (MSME). Currently, Novita Online Shop lacks a strong visual identity and effective promotional tools to boost consumer awareness. Through observations and interviews with the MSME owner, it was found that Novita Online Shop requires a visual identity and promotional media that can increase consumer awareness and differentiate the brand from its competitors. The concept of "Fresh Minimalism with Trendy Simplicity" was adopted as the foundation for developing the visual identity and promotional media. The findings indicate that designing an effective visual identity and promotional materials can improve consumer awareness, distinguish the brand from competitors, and ultimately drive sales. This study can serve as a reference for other MSMEs in creating effective visual identities and promotional strategies to enhance brand awareness.  

The increasing intensity of ultraviolet (UV) radiation due to global warming poses serious risks to skin health and has led to a rising market demand for natural-based skincare products. Jabiras Body Scrub is an innovative body care product formulated from guava and brown rice to protect and nourish the skin from UV exposure. This program aims to produce an organic-based skincare product while empowering local farmers as raw material suppliers. The target market includes men and women aged 17 and above across Indonesia, including visiting tourists. Laboratory tests show that each 50-gram package of Jabiras contains 3% vitamin C and 1% antioxidants, which are effective in improving skin condition within two weeks. The product is registered with a Business Identification Number (NIB) and has obtained Intellectual Property Rights (IPR) for its brand and promotional flyer. Marketing strategies are carried out digitally via social media and e-commerce, as well as conventionally through entrepreneurship expos and word of mouth. This initiative has reached its break-even point, with a total of 250 units sold from May to September, generating IDR 9,750,000 in revenue. This activity not only achieved its sales targets but also strengthened the foundation for a sustainable business model that supports local farmers.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

The Community Service Program (PKM) in Bingkat Village, Pegajahan District, Serdang Bedagai Regency, aims to improve community welfare by making instant dry healthy drinks from ginger extract. This activity involves lecturers and students from the Indah Medan Health Sciences College, with a focus on empowering housewives who are members of the PKK group. The training was attended by around 60 participants, who showed active participation during the discussion session on the benefits of ginger and the process of making healthy drinks. The training method includes lectures and practices, participants learn about the properties of ginger, how to choose quality ingredients, and packaging techniques. After the training, participants succeeded in producing instant dry healthy drinks, which are considered to have a distinctive aroma and fresh taste. A marketing plan was also prepared, including identifying target markets and promotional strategies through social media. This program has a positive impact on the family economy, increasing income through product sales. The community is expected to be able to increase their immune system and reduce the risk of disease by consuming this product regularly. The sustainability of the program is very important, so support is needed from the village government and related institutions for further development. Challenges faced include limited access to markets and capital, which require solutions through microfinance and effective marketing strategies.

This study aims to formulate effective promotional strategies to increase the popularity of Lae Pinang Waterfall as a potential natural tourism destination in Pakpak Bharat Regency. Despite its natural beauty and rich cultural value, this destination remains relatively unknown due to the lack of targeted promotional efforts and underdeveloped supporting infrastructure. This research employs a descriptive qualitative approach, utilizing data collection techniques such as interviews, observations, and document analysis. Key informants include the Department of Tourism, local communities, tourism business actors, and visitors. The findings indicate that effective promotional strategies involve the use of social media, the development of creative content based on local culture, increased collaboration among stakeholders, and improvement of tourism facilities and infrastructure. Through analysis, it is concluded that Lae Pinang Waterfall has strengths in its natural charm and pristine environment but faces challenges related to accessibility and limited digital promotion. Therefore, an integrated promotion strategy with a focus on digital marketing is essential to enhance tourist appeal and support the sustainable economic development of the local communit

This research aims to analyze the promotional strategies implemented in an effort to increase the number of tourist visits at the HKBP Prayer House Tourist Attraction, Sipoholon District, North Tapanuli Regency. The method used is qualitative research with a descriptive approach. Data was obtained through interviews with tourist attraction managers and tourists, as well as direct observation in the field. The data analysis technique used is descriptive analysis to describe various promotional strategies carried out by the management, such as the use of social media, visitor testimonials, organizing special events, making brochures, and collaborating with local churches. The research results show that an effective promotional strategy contributes to increasing the number of tourist visits by posting photos of tourist attractions, visitor testimonials, because positive testimonials from visitors are very helpful, because many visitors come because they read positive reviews on Google or social media and special events such as retreats, religious services and uploaded to social media Facebook, Instagram. Then create brochures and collaborate with local churches to spread information. The management always pays attention to the tourist attractions being kept clean, the staff is friendly and the facilities are in good condition.

This study aims to analyze the implementation of the 4P marketing mix strategy (Product, Price, Place, Promotion) at Firdaus Farm, a tilapia farming business in Tasikmalaya, and its effectiveness in enhancing the business's competitiveness and profitability. The method used is qualitative descriptive with a case study through observations, interviews, and direct documentation at the business location. The research findings indicate that the product strategy, which emphasizes tilapia quality—such as freshness, uniform size, clean packaging, and quality certification—constitutes the primary factor in attracting consumer interest. The flexible and competitive pricing strategy, adjusted according to market conditions and consumer purchasing power, along with bonuses for loyal customers, proved to increase customer loyalty and sales. Product distribution is carried out through traditional channels and has begun utilizing digital platforms to expand market reach, with the strategic location of the business supporting distribution efficiency. Promotion, still mainly traditional, is starting to develop into digital promotion through social media, which effectively increases product visibility and appeal. This study concludes that the consistent and adaptive application of the 4P marketing mix can enhance Firdaus Farm’s competitiveness in the tilapia market. It is recommended that business practitioners continue to develop product innovations, evaluate pricing, expand digital distribution, and optimize digital promotion in order to face increasingly intense market competition.

Community-based tourism is a form of tourism development managed by local communities with the aim of providing direct benefits to the local population. Lubuk Mande Rubiah Subdistrict in Padang City has promising natural tourism potential, yet youth involvement in its development remains limited. This study aims to examine the socialization of the role of Karang Taruna (youth organization) in supporting tourism development in the area. The research employed a descriptive qualitative approach through field observation and interviews with local youths involved in Karang Taruna. The results indicate that Karang Taruna contributes to managing ticketing, maintaining the cleanliness of the site, and initiating promotional efforts through social media. However, the lack of training and supporting facilities poses significant challenges to fully realizing this potential. The socialization efforts focused on strengthening youth capacity, increasing awareness of tourism promotion, and providing a sample digital product in the form of a promotional video. These findings imply that, with the right approach, Karang Taruna can serve as a driving force in building a sustainable tourism ecosystem rooted in local community participation.   Keywords: , , 

This research was an action research or a research using action research method. Data of the research was collected through observations, interview, questionnaire and documentation. The selected units of analysis were 1 business owner, 2 marketing experts, 2 computer experts and 30 consumers. EPIC Model was used as a calculation tool for design effectiveness and buying interest in this research. The results of the research showed that the video advertising that has been made was included in the very effective category. That was proved from the results of the EPIC rate calculation for the effectiveness of the video advertising design that has been made was 4,7 and the value of buying interest from the video advertising that has been made was 4,43. From that results of the research, it can be concluded that the video advertising is effective as a promotional media and able to attract consumer’s buying interest. For Kedai Kopi Kembang Malang, it is recommended to make more video contents regularly so consumers will be more interested and add other social media as promotional media such as TikTok and the others.

Reproductive health in adolescents needs more attention. This is in line with the increasing problem of reproductive health. Education about reproductive health among adolescents in the form of counseling or socialization is an effort to increase the level of knowledge and awareness. This socialization aims to increase the knowledge and insight of the students of SMA Negeri 1 Seram Barat regarding the importance of reproductive health and personal hygiene. This activity was carried out using counseling and discussion methods using power point and leaflet media. The evaluation was carried out from  the pre-test and post-test questionnaires  that had been filled out by the students. The results showed that the level of reproductive health knowledge in adolescent boys and girls increased after the socialization of reproductive health and the sons after the socialization of personal hygiene. However, the level of personal hygiene knowledge in adolescent girls has not changed. The importance of the role of parents to educate children is needed as well as support from health workers in order to be able to carry out health promotion related to reproductive health and personal hygiene.

Introduction: Low back pain is one of the most common musculoskeletal disorders encountered in the work environment and is categorized as a disease caused by work activities. Methods: This study used health promotion counseling method on stretching exercise for low back pain (LBP). The counseling was held on March 15, 2025 at Bening's Clinic Pamekasan which is located on Jl. Trunojoyo no. 325-327, Pocok, Laden, Kec. Pamekasan, Pamekasan Regency, East Java. A total of 21 workers participated in this counseling. The promotional media used in this activity was a leaflet, and pre-test and post-test were applied as instruments to measure the effectiveness of the counseling. Results: The results of the evaluation of 21 participants showed that their understanding of Low Back Pain (LBP) and stretching exercise increased to 100%. Conclusion: Based on the results evaluation results, the counseling conducted at Bening's Clinic Pamekasan successfully increased participants' understanding of stretching exercise for low back pain (LBP).

The Entrepreneurship Seminar held by Post 7 MiT-19 KKN UIN Walisongo in Bedono Village is part of the community empowerment program, especially in supporting the progress of Micro, Small, and Medium Enterprises (MSMEs). This activity raised the theme "Digital Branding Strategy for MSMEs in Bedono Village" with the goal of increasing the insight and skills of MSME actors in optimizing digital media as a product promotion and marketing tool. This seminar was carried out through the delivery of materials, discussion of case studies, and direct practice of digital content creation. The results of the activity showed an increase in participants' understanding of the importance of building brand identity, the use of social media, and the proper implementation of digital marketing strategies. This activity is expected to be the first step to encourage local MSMEs to be able to compete more widely through digital brand strengthening.

This study aims to examine the influence of influencer marketing in increasing brand awareness and consumer trust among generation Z with a case study of Scarlett Whitening. Using quantitative methods, this study tests the hypothesis through path analysis. The results show that influencer marketing has a significant influence on brand awareness and consumer trust. Influencer credibility, authenticity, and engagement are the main factors in forming positive perceptions of the brand. Scarlett Whitening utilizes this marketing strategy through collaboration with macro and micro influencers, interactive content presentation, and consistency in brand communication. These findings confirm that influencer marketing is an effective promotional strategy in increasing brand awareness and building trust, especially among generation Z who are more active in digital media. Further research is recommended to explore other factors that can influence consumer behavior in the digital era.

This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

This study aims to analyze the marketing strategies implemented by Enauto Café to enhance customer attraction and loyalty in Nabire. A descriptive qualitative method was employed through direct observation, interviews with the café manager and customers, and questionnaires distributed to 40 respondents. The findings indicate that social media-based marketing strategies, strong visual branding, and consistent customer service contribute significantly to customer loyalty. However, there are notable weaknesses in direct promotion and menu variety. Therefore, strengthening local promotion efforts and product innovation are recommended as strategic improvements.

The World Health Organization (WHO) in 2023 estimates that currently the global prevalence of hypertension is 43% of the total world population. Meanwhile, the hypertension report at the Pelawan Health Center in 2021 was 301 cases, in 2022 there were 324 cases, in 2023 there were 397 cases. The purpose of the study was to analyze the factors that influence medication compliance in elderly people with hypertension in the Pelawan Sarolangun Health Center Working Area. The research design used Analytical Survey method with Cross Sectional approach. The population in this study were all elderly hypertensive patients in the Pelawan Sarolangun Health Center Working Area, namely 73 patients who were all made into research samples with total population techniques. Data analysis using univariate analysis, bivariate with chi-square test. The results showed that there was an effect of motivation p = 0.006, family support p = 0.004 and health worker support p = 0.031. The conclusion of this study is that there is an influence of motivation, family support, health worker support. The dominant factor, namely family support, influences compliance with taking medication in elderly people with hypertension in the Pelawan Sarolangun Health Center Working Area. It is suggested that the Pelawan Sarolangun Community Health Center is expected to be taken into consideration and input for the health center to be active in field counseling activities and use social media as a promotional medium to increase the acceleration of healing of hypertension in the elderly, so as to improve health status in the elderly.

In the 2024 Tanjungpinang City Pilkada, the Rahma-Rizha pair competed with Lis-Raja in the mayoral and deputy mayoral elections. Both candidate pairs have previous mayoral experience. The campaign was conducted directly to the public and utilized digital media. This study aims to compare the political marketing process between the Rahma-Rizha and Lis-Raja candidate pairs with the 4P theory by Philip B. Neffinegger and using qualitative methods. Based on the results of the product indicator study, the Lis-Raja pair excelled in active campaign programs and approaches, while Rahma-Rizha relied on the incumbent's experience and specific religious programs. Although their strategy was less than optimal, the program was an advantage over their political opponents. The promotion indicator showed the Lis-Raja pair's superiority in campaign effectiveness through social media and community support, while the Rahma-Rizha pair was stronger in direct meetings although less optimal in digital promotion and involvement of supporting figures. The price indicator explained that the Lis-Raja pair had greater financial capacity than the Rahma-Rizha pair. Finally, the place indicator shows that the Lis-Raja pair was more effective in approaching the community by involving religious figures as an effort to strengthen the religious brand by changing their appearance as a religious figure in the public eye, while Rahma tried to improve her image and support through Rizha, who has a background in preaching, to strengthen the mass base among religious figures, but this did not achieve the expected results. Although the Lis-Raja pair has an advantage in several political marketing indicators, such as a more active campaign program and effective use of social media, the Rahma-Rizha pair still has the potential to gain support, especially among voters who prioritize experience and personal strength in leadership.