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The digital era has changed consumer behavior and the way of doing business, especially for Micro, Small, and Medium Enterprises (MSMEs). This article discusses social media optimization strategies to improve MSME marketing. By analyzing the development of social media and digital consumer behavior, this article presents practical recommendations for MSMEs to increase their awareness, increase sales, and build customer loyalty. The approach used in this study is to conduct training and workshops involving professionals in the field of digital marketing. This study shows that social media optimization can be the key to increasing the competitiveness and success of MSMEs in the digital era.

  Abstract. The research investigates the principles and ethical codes in business, highlighting their critical role in today's competitive environment. As businesses face increasing pressure to balance financial success with ethical conduct, the study aims to define these concepts, explore their scope, and identify key ethical principles while examining their implementation in Islamic banking. Employing a qualitative methodology, the research analyzes literature and case studies to understand the frameworks guiding ethical business practices. Findings reveal that principles such as honesty, social responsibility, and fairness are essential for fostering trust among stakeholders and enhancing corporate reputation. The implications stress the necessity for businesses to integrate these ethical codes into their operations actively, as doing so not only builds a positive public image but also contributes to long-term sustainability. Furthermore, the study identifies challenges in applying these standards, emphasizing that overcoming such obstacles is vital for creating a fair business ecosystem that benefits all parties involved.

Effective marketing planning is the key to success for companies, especially in the increasingly competitive automotive industry. This research aims to analyze the planning and marketing process carried out by Mitsubishi Xpander. The method used is a literature review, which involves analyzing various reference sources related to marketing and business strategy. The findings show that Mitsubishi Xpander has successfully implemented a planned marketing strategy, including product adjustments, competitive prices and effective promotions. Additionally, in-depth market analysis helps companies in understanding consumer preferences and identifying opportunities in the market. The implications of this research highlight the importance of implementing marketing strategies that are adaptive and responsive to changing consumer trends to increase competitiveness and business sustainability. The results of this research can provide insight for other companies in formulating more effective and efficient marketing strategies.

This research aims to analyze the branding strategy through the Public Relations (PR) approach implemented by Janji Jiwa in increasing brand awareness in the local Indonesian coffee market. PR strategies have an important role in strengthening brand identity, creating emotional connections with audiences, and building customer loyalty. This research method uses a descriptive qualitative approach by collecting data through literature studies, interviews, and analysis of social media and the Janji Jiwa PR campaign. The research results show that Janji Jiwa utilizes consistent brand communication, strategic collaboration with influencers and communities, as well as creative campaigns based on authentic stories to create consumer engagement. Additionally, the integration of digital and offline activities, such as product launches, interactive content, and community events, successfully increases brand visibility and appeal. Continuous monitoring and evaluation of market trends and the effectiveness of PR campaigns is also key to the success of this branding strategy. This research provides practical insights for business people in developing PR strategies to build brand awareness in competitive industries.  

This study aims to determine the marketing strategy used by MSMEs "Rumah Kripik Kak Yanti" in JL. Silimakuta. By using descriptive qualitative methods through interviews, and observations, this research provides a comprehensive overview of the marketing aspects of MSMEs "Rumah Kripik Kak Yanti", highlighting the marketing mix consisting of product, price, place, promotion, people, process. as well as providing valuable insights for MSMEs to achieve sustainability and success in a dynamic business environment. The results showed that MSME "Rumah Kripik Kak Yanti" currently uses digital and conventional marketing, and produces a variety of chips products but for the superior product presented by MSME "Rumah Kripik Kak Yanti" is cassava chips, and at an affordable price.

In a rapidly changing and competitive business era, an effective human resource (HR) management strategy is a vital foundation for the sustainable growth of an organization. Basuki expressed this by stating that in a dynamic and competitive business environment, an effective HR strategy is an important key to sustainable growth. This research method is a literature review research. Literature review is a description of theories, findings, and other research materials obtained from reference materials to be used as a basis for research activities to compile a clear framework of thinking from the formulation of the problem to be studied. The author summarizes, analyzes, and synthesizes critically and in depth from previous literature. The results of this study state that Kentucky Fried Chicken (KFC) is one of the largest fast food restaurant chains in the world that focuses on fried chicken. KFC's operational success depends not only on quality products, but also on skilled, motivated human resources (HR) who are in accordance with the organizational culture. In a highly competitive business context, strategic planning and HR recruitment at KFC are one of the main keys to maintaining competitive advantage and the best service to customers.

In the era of globalization, companies are increasingly competitive and are required to have a good business strategy so that companies can remain competitive and develop. Innovation and improving product quality are needed by companies in the face of increasingly fierce competition. Strategy is an important thing in a business. To achieve its goals or objectives effectively and efficiently, the company must be able to deal with any problems or obstacles that arise. The focus of this research refers to PT Indofood Sukses Makmur Tbk. The purpose of this study is to discuss the strategy and analysis of PT Indofood in facing industry competition. The research method used is descriptive qualitative to analyze the competitive strategy used by PT Indofood. Data collection using literature review related to this research. The results of the discussion show that PT Indofood implements various strategies, such as product diversification, increasing operational efficiency, and market expansion through international market penetration. The main finding of this study is the success of PT Indofood in utilizing its competitive advantage to compete in the global market.

This article discusses the importance of honing entrepreneurial skills as the main key to achieving success in an increasingly competitive business world. Entrepreneurial skills include various aspects involving technical and non-technical skills that can support business development, such as creativity, time management, leadership, and decision-making skills. This article also identifies several strategies that aspiring entrepreneurs need to implement to increase their chances of success, including careful business planning, the ability to adapt to market changes, and the use of technology and innovation. Apart from that, the importance of interpersonal skills and a wide network in building business relationships was also discussed. By mastering the right skills and implementing effective strategies, it is hoped that entrepreneurs can overcome challenges and achieve sustainable success in the business world.

Building a successful entrepreneur mentality is a crucial step that requires time, experience, and a continuous commitment to learning and development. This mentality includes the ability to adapt to changes, manage risks, and maintain focus on long-term goals. Successful entrepreneurs are not only capable of responding to market changes and dynamic business conditions, but they also possess a flexible attitude and resilience in facing failure. Failure, when faced with a positive mindset, can become a valuable lesson that matures an entrepreneur. In the business world, success is not solely determined by external factors such as capital or networks, but also by perseverance, endurance, and an evolving mindset. Every entrepreneur's journey is unique, but a strong and resilient mentality is a key element in achieving long-term goals. Therefore, entrepreneurs need to continuously sharpen their mental capabilities to remain focused, motivated, and able to withstand various business challenges.

According to data obtained from the Food and Drug Supervisory Agency (BPOM), the total number of illegal cosmetics and/or containing prohibited/dangerous ingredients during the period from October 2021 to August 2022 was more than 1 million pieces with an economic value of IDR 34.4 billion. BPOM also followed up on findings based on reports from several drug and food supervisory authorities in other countries. Based on the report, as many as 46 (forty-six) cosmetics were withdrawn from circulation because they contained prohibited ingredients, microbial contamination, or were counterfeit cosmetics. During the same period, BPOM also carried out cyber patrols. This cyber patrol was carried out on website, social media, and e-commerce platforms to trace and prevent the circulation of illegal cosmetics and BPOM found and blocked (takedown) 83,700 links to the sale of illegal cosmetic products and containing prohibited/dangerous ingredients with a total product amount of 6.5 million pieces and an economic value of Rp 296.9 billion. This proves that there are still many illegal cosmetic products that contain harmful ingredients and do not have a distribution permit.  This research is a normative legal research supported by a statutory approach (statute approcach) which uses secondary data in the form of primary legal materials, secondary legal materials and tertiary legal materials that collect laws and regulations related to the legal issues at hand, case studies, collecting books, journals, dictionaries and other related literature. The legal materials that have been successfully collected are analyzed, namely description, interpretation, evaluation and systematic. The results of this study show that (1) Based on the form of consumer protection from the criminal aspect, there are five forms of consumer protection, namely: Protection against Unsafe Products; Fraud and Fraud Violation of Clear and Correct Information; Violations of Consumer Rights; Abuse of Power or Dominant Position, as well as unfair business practices. Criminal sanctions aim to provide a deterrent effect to business actors who harm consumers. (2) Based on the perspective of criminal law, the actions of DM business actors who have circulated illegal cosmetics without a distribution permit in decision number 572/Pid.Sus/2022/PN Smr, violate the provisions of Article 197 of Law Number 36 of 2009 concerning Health, which has affirmed that every person who deliberately produces and/or distributes pharmaceutical preparations and/or medical devices without having a distribution permit as mentioned in Article 106 paragraph (1) is criminally punished imprisonment for a maximum of (fifteen) years and a maximum fine of Rp.1,500,000,000,- (one billion five hundred million rupiah).

The growth of the digital era has brought changes in the operations of Micro, Small, and Medium Enterprises (MSMEs). The key to the success of MSMEs today can be supported by branding and the use of social media. The use of social media is still not optimal. However, business actors already have a fairly inherent branding, namely ECO which means "Delicious". The writer here is a facilitator to bridge business actors to enter the digital world and help market it through social media. In addition, the author also physically assisted in the form of making a logo, creating a new menu, creating social media accounts (Instagram), creating video content, giving banners and giving new aprons to help increase sales and cleanliness of Nasi Uduk Ayam Geprek ECO

Abstract. Human Resource Management (HRM) is essential in today’s digital era to ensure that HR strategies meet the demands of the times. Business transformation driven by digital technology requires an understanding of how HRM responds to these changes and how it impacts employee dynamics. To create strategic initiatives that maximize the integration of technology and HRM, it is essential to understand the implications of technology integration on employee engagement and performance. In the context of the HRM paradigm, this study attempts to unravel the relationship between employee happiness, leadership competencies, and technology adoption. This study aims to explore the dynamics of digital transformation of Human Resource Management (HRM) in startups and examine its impact on employee engagement and performance. This study highlights the significant influence of technology on leadership skills development and the need for adaptive leadership in the digital era. The foundation of engagement is employee satisfaction, and higher levels of engagement are associated with improved organizational performance. These observations underscore the value of developing leadership skills, driving employee satisfaction, and leveraging technology, and provide useful suggestions for HRM practitioners in startups in Indonesia. This study serves as a basis for future research and improvement of HRM methods in different startup ecosystems in Indonesia, which prioritize employee welfare and organizational success in facing challenges in the digital era.

Networking plays a crucial role in developing an entrepreneur's career. With a wide network, entrepreneurs can access various resources, business opportunities, guidance and support from investors that can accelerate the development of their business. In addition, networking contributes to building a professional image and trust, which are important factors for attracting customers and strategic partners. Solid interpersonal relationships also open up opportunities for creative collaboration and idea sharing, allowing entrepreneurs to face challenges more effectively. Whether through online or offline platforms, networking is a key strategic element in creating long-term success for an entrepreneur. In the current digital era, networking can be done through various platforms, either directly, such as attending conferences and business events, or online through social media and virtual communities. This process not only expands connections but can also provide an opportunity to understand industry trends and build competitive advantages. Therefore, networking is not just about building relationships, but is also one of the main strategies that can encourage long-term success and growth for an entrepreneur.

In this era of globalization, the native chicken business in Indonesia has such high potential that it is very suitable for business actors and chicken farmers in Indonesia. Designing strategies and ways of marketing processed chicken products is very important in increasing product sales. To meet the public demand for native chicken meat, marketing activities are needed that can distribute the meat from producers to consumers. Where marketing is essentially the flow of goods from producers to consumers. Marketing activities are an important factor that will determine the success of an entrepreneur. This research aims to develop and implement an effective digital marketing strategy for chicken farmers in Parbaungan District, Serdang Bedagai Regency, in order to increase sales and product competitiveness through the use of digital technology. In this study, the method used by the author is a qualitative research method by conducting a case study of the object under study. According to Sugiyono (2019: 16) qualitative research methods are as research methods based on natural philosophy (experiments) where researchers are instruments, data collection techniques and data analysis are inductive / qualitative and emphasize meaning. Word of mouth marketing is a promotional method that comes from consumers, by consumers, and for consumers. Satisfied customers will not only repurchase but they are also a walking, talking billboard for the business.

The Workshop program for training in making soap from used cooking oil is one of the work programs of the Regular Community Service Program (KKN) 83 UIN Walisongo Semarang Post 16 which was carried out with the mothers of Jawisari Village at the Jawisari Village Hall, Limbangan District, Kendal Regency. This workshop program was motivated by the fact that many people still use used cooking oil repeatedly so that it can endanger their health and there are still those who dispose of used cooking oil carelessly so that it can cause environmental pollution. This work program aims to provide an understanding to the community about the negative impacts of used cooking oil waste on the environment and health, introduce the application of science and technology through training in processing used cooking oil waste, and provide training and assistance to control environmental pollution by providing education and training to local residents on how to process used cooking oil waste into liquid soap. This training workshop activity was carried out in three main stages, namely counseling, practicing making liquid soap, and evaluation. The results of this program show that the training workshop activities were successful and well-run where participants were able to understand the basic techniques of making liquid soap and gain direct experience in practice, the mothers who participated were also very enthusiastic and actively participated and felt happy to be able to learn to change used cooking oil waste into liquid soap products that are useful for everyday life. Making liquid soap from used cooking oil is an innovation that is not only useful for reducing waste oil that pollutes the environment, but also provides economic and social benefits for the community because it can open up business opportunities and support the local economy. Therefore, as a sustainable step, it is necessary to provide education to the community about the importance of recycling used cooking oil and improving technology in the production of liquid soap to be more efficient and environmentally friendly

The Workshop program for training in making soap from used cooking oil is one of the work programs of the Regular Community Service Program (KKN) 83 UIN Walisongo Semarang Post 16 which was carried out with the mothers of Jawisari Village at the Jawisari Village Hall, Limbangan District, Kendal Regency. This workshop program was motivated by the fact that many people still use used cooking oil repeatedly so that it can endanger their health and there are still those who dispose of used cooking oil carelessly so that it can cause environmental pollution. This work program aims to provide an understanding to the community about the negative impacts of used cooking oil waste on the environment and health, introduce the application of science and technology through training in processing used cooking oil waste, and provide training and assistance to control environmental pollution by providing education and training to local residents on how to process used cooking oil waste into liquid soap. This training workshop activity was carried out in three main stages, namely counseling, practicing making liquid soap, and evaluation. The results of this program show that the training workshop activities were successful and well-run where participants were able to understand the basic techniques of making liquid soap and gain direct experience in practice, the mothers who participated were also very enthusiastic and actively participated and felt happy to be able to learn to change used cooking oil waste into liquid soap products that are useful for everyday life. Making liquid soap from used cooking oil is an innovation that is not only useful for reducing waste oil that pollutes the environment, but also provides economic and social benefits for the community because it can open up business opportunities and support the local economy. Therefore, as a sustainable step, it is necessary to provide education to the community about the importance of recycling used cooking oil and improving technology in the production of liquid soap to be more efficient and environmentally friendly

  This study aims to analyze the role of business incubators in State Vocational High Schools (SMKN) in building student business start-ups in Mojokerto Regency. Business incubators in SMKN have great potential to encourage the development of students' entrepreneurial skills through training, mentoring, and access to business resources. The research approach used is qualitative with a case study method, involving the principal, incubator manager, entrepreneurship teacher, and students as research subjects. Data collection techniques were carried out through in-depth interviews, observation, and documentation. The results of the study indicate that business incubators in SMKN act as the main facilitators in improving students' skills and motivation to start a business. Supporting factors for the success of the program include school support, cooperation with the business world, and adequate facilities. However, several challenges were also identified, such as limited funds, human resources, and low student participation. However, the existence of business incubators has had a positive impact on students' readiness to establish start-ups, as seen from the success of several students in developing independent businesses. This study concludes that optimizing business incubator programs requires increased financial support, strengthening partnerships with the industrial world, and integrating practice-based entrepreneurship curriculum. The recommendations of this study are expected to be a reference for SMKN managers and other stakeholders to improve the effectiveness of business incubator programs in producing a competent generation of young entrepreneurs.    

In the rapidly evolving digital era, the ability to adapt to technology is key to the sustainability and success of (MSMEs). In South Cikarang, where many business potentials have not been fully tapped, it is important to provide relevant training so that MSME players can compete in an increasingly tight market. This service activity was carried out at Seblak Mamah Farid MSME, one of the MSMEs located in the South Cikarang area, with the aim of equipping MSME players with entrepreneurial skills through training on the use of online shop platforms. With the hope that participants can utilize digital technology to increase the visibility and sales of their products. This program used a qualitative approach through indepth interviews and direct observation. Qualitative data was collected to understand participants' experiences, challenges, and expectations of the training. The results of this activity show that the training on the use of online shop platforms significantly contributes to improving participants' ability to utilize digital technology for marketing, and has a positive impact on the growth of turnover of Seblak Mamah Farid MSMEs. Thus, this program not only helps participants in improving their entrepreneurial skills, but also helps them strengthen their position in the increasingly competitive market competition.

This research aims to examine in more depth the business journey, challenges and strategies for developing the local chips business in Sugiharjo Village, Batang Kuis District, Deli Serdang Regency. The local chips business is a popular economic choice because of the easy availability of raw materials and stable market demand. This research uses qualitative methods with a field observation approach and structured interviews. The research results show that despite facing various challenges such as limited capital and fluctuations in raw material prices, this chips business was able to develop thanks to innovation in the production process and digital marketing strategies. This research concludes that the success of a local chips business depends on technological adaptation, appropriate marketing strategies, and efficient resource management. It is hoped that these findings can contribute to local culinary MSMEs in facing challenges and developing their businesses.

This community service activity is an assistance that is packaged in the form of counselling. The activity focused on sharing experiences with residents of Kesongo Village, Tuntang District, Semarang Regency. The activity was held at the Kesongo Village Hall with the object of the community who are members of the catfish farming group. Participants who participated in this programme were initially targeted at 50 people from residents who have been involved in or have not been in the catfish farming business. There were about 35 participants or about 70% of the planned participants. The socialisation of this catfish farming mentoring training needs to be conveyed to the community at large. The more people who are involved in catfish cultivation, the more they will understand the importance of having a side business. In addition to the technical material presented related to catfish cultivation, business governance in the form of community-based groups and cooperatives was also delivered. Suggestions that can be given for this activity include that Kesongo Village residents continue to maintain a positive business climate in the catfish farming group.  The abundant freshwater around Rawa Pening should be further enhanced. The more successful small home-based businesses will further improve the welfare of the community.