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This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.    

Pets and livestock play an important role in everyday life, both economically and socially. However, both require optimal care and health to ensure their well-being and prevent potential health risks to humans. Annajah Vet Care, Pet & Poultry Shop comes as a veterinary clinic that provides comprehensive health services, such as vaccinations, hospitalization, grooming, and provision of feed for livestock and pets. Despite operating for two years, the clinic does not yet have a strong and consistent visual identity, as evidenced by the use of two similar logos that do not reflect the brand image. Promotion is also still limited to physical media and conventional methods such as word of mouth, with no utilization of social media. Surveys show that the majority of people recognize Annajah Vet Care as an animal health service provider, but brand awareness of its role as a pet shop is still low. To overcome this challenge, concept design was conducted as a strategic effort to strengthen brand identity through the application of a consistent and representative visual identity. In addition, the use of social media was optimized to reach a wider audience and support effective promotional efforts. Rebranding is expected to increase brand awareness, improve public perception of the services offered. With the right branding approach, Annajah Vet Care is expected to be able to compete in the market.

This study discusses consumer behavior in the context of the effectiveness of Google Maps as an eWOM medium in its influence on intention to visit. The main objective of this study is to analyze the factors that influence intention to visit including eWOM. Five informants were interviewed as part of the qualitative research approach, and secondary data was gathered by consulting a variety of literature sources.  According to the study's findings, Google Maps can be utilized as a marketing tool.  It is anticipated that the study's consequences will shed light on how users interact with data from Google Maps and how companies can maximize the effectiveness of their digital marketing strategies.

Tourism plays an important role in shaping the economic development of cities and communities. Heritage sites have a major impact on the economy, making an important contribution to economic growth and development. 3D digital conservation, apart from being useful for preserving historical heritage, also functions as promotional media by utilizing the Internet of Things (IoT). By making 3D models of historical heritage objects, apart from preserving cultural heritage sites, they are also used as promotional media to increase tourism and economic benefits for the community. From the results obtained, it can show satisfactory results. The 3D shape created can provide an overview and information about the geometric shape and condition of the heritage building site, which is quite well captured. The hope is that this can provide information and attract tourists to visit the historical site, namely "Mount Wudel" in Jepara. Making 3D models will of course increase their attractiveness and also serve as a medium for digital conservation.

This study explores the vital role of families in shaping social values among children and adolescents within the increasingly dominant digital environment. Digital technology has transformed communication patterns and modes of cultural transmission, presenting new challenges for families in instilling core values while navigating technological influences. Using a qualitative case study approach, this research involved 15 Indonesian families from diverse socioeconomic backgrounds. Data collection methods included in-depth interviews, observations, and media diaries to understand the dynamics of value transmission in digital contexts.The findings reveal that family communication patterns—whether conversation-oriented, conformity-oriented, or laissez-faire—significantly influence children’s internalization of values. Effective strategies identified include parental digital co-learning, value-based guidance, and the promotion of critical media literacy. Major challenges include value conflicts between family teachings and digital culture, concerns over cultural preservation, and competition for children’s attention due to immersive technology.Nevertheless, the study also found that families can strategically leverage technology to reinforce values through careful media selection, engagement in meaningful digital activities, and fostering intergenerational connections. In conclusion, while families remain crucial socializing agents, the successful transmission of values requires thoughtful adaptation of traditional practices to meet the realities of the digital age.

The background of this reseacrh is that there is a significate in the use of the internet lately that UMKM (Usaha Mikro Kecil dan Menengah) must be aware of, the impact of whisch is urgency of digital marketing as a solution to marketing media anxiety in supporting the promotion of sales of goods. This stigma strengthens the marketing carried out by UMKM actorst to be advanced and important to implement. Among them is the emergence of the use of social chat, E-businnes, social media, E-commerce, and so forth. The purpose of this research is so identify the use of capcin and jus 89 UMKM after applying digital marketing. This research method uses qualitative methods with a case study approach. Data collection techniques obtained through documentation, interviews, and observation. Meanwhile, checking the validity of the data is based on triangulation of techniques and sources. This data analysis here is applying Milles and Huberman’s data analysis. As for the results of this study, data was obtained that the effect of digital marketing on the income of UMKM capcin and jus 89 in Kediri City was significate, which was known from the increase in sales and high consumer interest.

The textile industry, especially clothing, is never-ending, because clothing is one of the primary needs, so that production services for ready-made clothing or the clothing convection industry continue to grow rapidly. One of the companies in the clothing convection industry in Malang City is CV. Defix Unggul Jaya. The clothing convection industry often shows intensive and repetitive work patterns. This can result in excessive workloads on workers, causing work-related diseases. Each stage of work in the clothing convection industry can cause risks related to work postures such as neck pain complaints. The incidence of neck pain complaints in workers reaches 6-67%. So the role of physiotherapy becomes very important, where the form of physiotherapy services not only provides treatment, but can provide services in the form of preventing neck pain disorders through socialization activities. The purpose of this socialization activity is to see the importance of the role of physiotherapy education in understanding the prevention of neck pain in CV. Defix Unggul Jaya, Malang City convection workers. The method used is education through socialization related to neck pain complaints using leaflets as a promotional media for the mat and using pre-test and post-test to determine the level of workers' understanding of neck pain complaints. The results obtained show an increase in the understanding of convection workers regarding the prevention and proper handling of neck pain.

This study aims to describe the marketing strategy applied by Pondok Pesantren Tahfidzul Qur'an Darul Ulum Khulafaur Rosyidin in improving the image of the institution and attracting public interest in pesantren education. This research uses a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. Data analysis was carried out descriptively qualitative, with data validity testing through credibility, transferability, dependability, and confirmability tests. The results showed that the marketing strategy is carried out through determining the target market tailored to the needs of the community, determining the competitive position with other institutions, as well as the marketing mix through social media promotions, brochures, superior religious activities, and active involvement of all school components including alumni. The implementation of this marketing strategy has proven effective in increasing the number of new students and forming a positive image of the institution. Excellent programs such as Tahfizhul Qur'an become the main attraction of the pesantren. Thus, a planned marketing strategy that involves all elements of the school is very important in increasing public trust in pesantren educational institutions.

This study aims to create an e-catalog using the Canva application as a promotional medium on Instagram to attract buying interest at Halter Coffee Malang. This research used action research methods. Methods of data collection used the methods of observation, interviews and questionnaires. The questionnaires were distributed to 2 part of the company, 2 design experts, and 30 potential customers. The results of the questionnaire were then analyzed by simple tabulation analysis and the average score was then analyzed by correlation coefficient to determine the relationship between the two variables. Based on the results of the research, it can be concluded that the e-catalog at Halter Coffee Malang deserves to be published. Therefore, it is hoped that Halter Coffee Malang can use this e-catalog as a promotional medium

Selamanik Village, Cipaku District, Ciamis Regency, has developed various tourist village programs to increase its attractiveness as a leading destination. This research aims to analyze local wisdom-based destination branding strategies implemented through tourism programs in this village. The research method used is a qualitative approach with data collection techniques in the form of observation, interviews and documentation studies. The research results show that tourism programs such as Live-In Selamanik, Kampung Jaya Wijaya Innovation, and the potential development of sunflowers currently underway are expected to be the main elements in building the image of the village as a tourism destination based on education, culture and Agrotourism in accordance with local wisdom demonstrated. The branding strategy implemented includes the use of social media, strengthening local identity through tourism icons, and active community involvement in tourism management. Meanwhile, the competitiveness of tourist villages is increased through diversifying outdoor activities, improving facilities, and developing tourism experiences based on community participation. This research concludes that the success of the Selamanik Tourism Village branding strategy is very dependent on the synergy between the village government, community and tourists. The recommendations given include increasing digital promotions, strengthening collaboration with tourism stakeholders, as well as sustainable innovation in local wisdom-based tourism programs.

Indonesia, as the world's sixth largest sugar market, faces an imbalance between sugar consumption and production, opening up opportunities for natural sweetener alternatives such as stevia. Stevia, which is low in calories and has the potential to reduce the risk of chronic diseases, is increasingly in demand. However, optimal business strategies to market stevia in Indonesia are still limited. This article aims to analyze PT Sweet on Stevia's business strategy by using Porter Five Forces and SWOT analysis. The method used is to link the two analyses to determine strategies in the aspects of service, marketing and sales, and operations. The results of the analysis show the importance of improving service quality, social media-based marketing, and operational efficiency in facing market competition. The findings provide insights for PT Sweet on Stevia to optimize its business strategy and contribute to the promotion of healthier sugar consumption patterns in Indonesia.

This study aims to analyze the marketing strategy implemented by the Regional National Crafts Council (DEKRANASDA) in Samosir Regency in developing local craft products and enhancing their competitiveness. This research employs a qualitative approach with data collection techniques through interviews, observation, and documentation. The findings reveal that DEKRANASDA has applied the elements of the marketing mix, including product, price, place, and promotion. However, several significant challenges persist, particularly in terms of limited promotional media and intense market competition. One major obstacle is the insufficient utilization of digital media as a marketing tool, which results in a limited market reach. Furthermore, product innovation needs to be improved to better align with consumer preferences and current market trends. Therefore, this study recommends that DEKRANASDA develop a digital-based marketing strategy, such as utilizing social media, e-commerce platforms, and an official website to enhance promotional reach. Additionally, innovation in design, raw materials, and product variations should be undertaken to attract consumers and compete in a broader market. This research provides important insights into the development of more effective marketing strategies to increase the income and competitiveness of craft products in Samosir Regency.

This study examines the factors influencing customer retention at Surya Fresh MSMEs in Depok City, West Java. The primary issue identified is the instability of customer retention, which is mainly attributed to intense market competition, the rapid pace of digital marketing, and the evolving customer expectations in the modern business environment. This study aims to analyze the impact of product quality, e-service quality, and reward programs on customer retention, with relationship commitment as a mediating variable. A quantitative approach with an explanatory research design was employed to test the relationships among variables. Primary data were collected through a Likert-scale questionnaire from 224 Surya Fresh customers using a simple random sampling technique. Data analysis was conducted using the PLS-SEM method in SmartPLS, including validity, reliability, and structural model assessments. The findings indicate that product quality, e-service quality, and reward programs significantly influence relationship commitment and customer retention. Moreover, relationship commitment was found to mediate the effects of these three factors on customer retention, highlighting its importance in enhancing customer loyalty. High e-service quality, superior product quality, and attractive reward programs foster strong emotional connections with customers, which are crucial for sustaining long-term customer loyalty. The study concludes that product quality, e-service quality, and reward programs have a positive and significant impact on relationship commitment and customer retention at Surya Fresh. Relationship commitment is confirmed as a key mediator. To further improve retention, Surya Fresh should focus on enhancing product availability, administrative responsiveness, and offering diverse promotional programs. Future studies may apply this model in different industries and integrate qualitative methods for deeper insights.

The advancement of digital technology media has had a significant impact on various aspects of life, including in the economic cycle of the community and the preservation of local culture. One of them is in the utilization of digital technology in the economic sector which is growing rapidly and becoming an effective strategy in increasing village productivity. This study aims to analyze the results of the implementation of the Jangrana Village Festival work program related to how the integration of digital technology can contribute to the empowerment of local communities in the context of developing MSMEs and preserving traditional culture. The method used in this study is a qualitative approach with data collection techniques in the form of interviews, observations, and literature studies. The results of the study show that the application of digital technology, such as the use of Canva in creating MSME promotional instruments, village social media, and the digitalization of traditional cultural content, can strengthen the economic cycle and local cultural identity. In addition, the participation of local communities to be active as MSME activists also encourages economic and social sustainability. Therefore, a collaborative strategy between the government, levels of society, and digital industry players is needed to ensure the success of this program. Through these programs, it is hoped that it can be a learning experience for the present and also the future regularly and sustainably so that it can be useful for the people of Jangrana Village, Kesugihan.

This study aims to analyze the design of Indonesian horror film posters through Pierre Bourdieu's sociological lens. The main focus of the study is to understand how the visual elements in the poster reflect the social dynamics, culture, and structure of the film industry. By using the concepts of habitus, capital (cultural, symbolic, economic), field, doxa, and social reproduction, this study reveals that the design of horror film posters not only functions as a promotional tool, but also as a medium that reproduces local cultural values ​​and community beliefs about the supernatural world. Elements such as traditional ghosts such as genderuwo, kuntilanak and mystical symbols such as keris, offerings, then there are dark colors, and a scary atmosphere reflect the habits of audiences who are familiar with local myths. This study also shows that horror film posters reproduce stereotypes about the relationship between humans and the supernatural world, and strengthen the hierarchy of spiritual power through visual symbols. These findings confirm the relevance of Bourdieu's theory in understanding cultural phenomena through visual media. This study is expected to provide new insights for filmmakers, graphic designers, and students in understanding the interaction between culture, aesthetics, and the film industry.

The rapid advancement of digital technology has transformed marketing strategies in various industries, including insurance. Digital marketing plays a crucial role in increasing brand awareness, attracting potential customers, and influencing purchasing decisions. This study aims to explore the role of digital marketing as a promotional tool in enhancing the purchase of insurance products at PT. Asuransi Allianz Life Indonesia using a qualitative approach.This research adopts a qualitative methodology with a case study approach. Data collection was conducted through in-depth interviews with key informants (Chief Account Officer Allianz) and insurance agents at Allianz Life Indonesia. Additionally, document analysis and observations of the company’s digital marketing strategies were used to gain comprehensive insights. The collected data were analyzed using thematic analysis to identify patterns and key themes related to the effectiveness of digital marketing in influencing customer decisions.The findings reveal that digital marketing plays a significant role in shaping customer perceptions and purchasing decisions. Social media engagement, personalized content, and interactive customer communication are key factors in building trust and increasing customer interest in insurance products. Moreover, challenges such as digital competition, data privacy concerns, and customer skepticism towards online promotions were identified as barriers that need to be addressed to enhance digital marketing effectiveness.The study implies that insurance companies should continuously adapt their digital marketing strategies by leveraging data analytics, improving customer interaction, and providing transparent and informative content. By strengthening these aspects, digital marketing can serve as a powerful tool to enhance competitiveness and sustain growth in the insurance industry within the digital era.

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.

Social Media has become an effective communication tool in building and increasing brand awareness and sales to carry out marketing or promotional activities of a product online or social media. This article aims to determine the role of social media in increasing brand awareness and sales. The method used in this study is to use the kualitatif method. The results of this study are the utilization of the role of social media in increasing brand awareness and sales as a promotional tool provides minimal cost benefits and the ability to reach many people. Social media also helps in the dissemination of information and can interact directly with consumers so that it becomes the right medium in increasing brand awareness and sales.

This study analyzes the influence of Electronic Word of Mouth (eWOM) and destination image on visit intention and decision to Sebalang Beach, South Lampung. With tourists increasingly relying on online reviews, understanding these relationships is essential for effective destination marketing. The research addresses the issue of how eWOM and destination image affect tourists' decisions, aiming to provide insights for tourism stakeholders. A quantitative approach was used, employing a survey method with purposive sampling of 110 respondents who have visited or intended to visit Sebalang Beach. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the proposed hypotheses. Findings indicate that destination image significantly influences visit intention and visit decisions, while visit intention also mediates the effect of destination image on visit decisions. However, eWOM does not have a significant impact on visit intention or visit decisions, and visit intention does not mediate the relationship between eWOM and visit decisions. These results suggest the importance of strengthening online promotional strategies and enhancing the positive image of Sebalang Beach. Encouraging content creation on social media and collaborating with influencers can effectively increase engagement and attract visitors. This study offers practical recommendations for tourism stakeholders to optimize Sebalang Beach’s potential and enhance its competitiveness as a tourist destination.

The development of e-commerce has transformed companies’ marketing communication strategies, including CV. Rintis Usaha Bersama, which operates in the sales of medical and industrial gas cylinders. Increasing competition has driven the company to optimize its digital communication strategies to enhance sales and maintain its market competitiveness. An effective marketing communication strategy is essential in attracting customers and fostering their loyalty. Therefore, this study aims to analyze the marketing communication strategies of CV. Rintis Usaha Bersama through e-commerce and evaluate their effectiveness in boosting product sales.  This research employs a qualitative method with an in-depth interview approach involving the company’s management. The analysis is conducted using the SOSTAC model, which includes situation, objectives, strategy, tactics, action, and control in digital marketing strategies. The findings indicate that CV. Rintis Usaha Bersama implements the 4P marketing communication mix (product, price, place, promotion) through e-commerce platforms such as Shopee and Tokopedia. The strategies adopted include clear product information dissemination, transparent pricing, promotional discounts, paid advertising, and flash sale campaigns. However, the main challenges faced by the company include intense price competition and an increasing number of competitors in the e-commerce sector. To improve the effectiveness of marketing communication strategies, the company is advised to develop educational content about its products, enhance customer engagement through responsive services, and collaborate with influencers or affiliate marketers to expand its audience reach. Regular evaluations are also necessary to ensure the strategies remain relevant to the dynamic market trends.