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This study aims to analyze the influence of work environment, salary, and career development on employee performance at Larissa Aesthetic Center through employee commitment as a mediating variable. The importance of optimizing employee performance in supporting business growth requires appropriate efforts and strategies to maximize existing resources in the work environment. Employees who value the work environment because it fosters a sense of well-being and enthusiasm at work. Salary is one of the factors that influences performance, in line with compensation that meets expectations as a form of responsibility in the workplace. Employee career development is seen as a call for progress, where competent workers facilitate the organization in becoming a solution for clients.The method used in this study employs an explanatory approach to uncover the relationships between variables and emphasizes causal numerical data. The study population consists of 65 employees, with the sampling technique using a census, where the entire population serves as the study sample. This research utilizes primary data obtained through questionnaire completion. Secondary data is derived from relevant documentation related to the research topic. Data analysis employs path analysis to test the relationships between research variables. The results of this study indicate that the work environment, salary, and career development have a significant influence on employee performance at Larissa Aesthetic Center, through the support of employee commitment as a mediating variable. The findings of this study can serve as a reference for business actors as a basis for consideration in actions related to human resources.

This study aims to analyze the development of the creative economy through the utilization of textile waste, particularly patchwork fabric, by leveraging digital platforms. Employing a qualitative approach with a case study method, the research involved creative entrepreneurs who transform patchwork waste into economically valuable products, such as bags, wallets, accessories, and home decorations. Data were collected using in-depth interviews, participatory observation, and document studies, and then analyzed thematically. The findings reveal that patchwork fabric waste can be successfully converted into high-value creative products through innovative designs and diversification strategies. Furthermore, the adoption of digital platforms, including social media and online marketplaces, plays a pivotal role in product promotion, enhancing brand awareness, and expanding market reach beyond local boundaries. This integration not only provides economic benefits, such as increased income for entrepreneurs and the creation of new job opportunities, but also fosters social and environmental impacts, including raising community awareness of sustainable waste management practices. The study emphasizes that the creative transformation of textile waste contributes to circular economy principles, supporting resource efficiency and reducing environmental burden. In conclusion, the integration of creativity, innovation, and digital technology utilization emerges as a sustainable strategy for developing a creative economy based on waste materials. These findings provide insights for entrepreneurs, policymakers, and communities in promoting environmentally friendly business models while simultaneously driving inclusive economic growth.

The development of digital technology has brought significant changes in the patterns of social interaction in society. Social media, especially TikTok, now functions not only as a means of entertainment but also as an effective medium for disseminating social, cultural, and humanitarian values. One interesting phenomenon in this context is the emergence of altruistic content, namely messages that represent caring, kindness, and selfless assistance. Content with altruistic nuances has its own appeal because it can create emotional closeness with the audience and has the potential to be used by business actors as a communication strategy to build a positive brand image. This study aims to identify and describe the forms of altruistic messages displayed in the TikTok account @mr.kingthread owned by Batik Benang Raja. The study used a descriptive qualitative approach with a content analysis method based on the altruism theory of Eisenberg and Mussen, as well as the six stages of content analysis according to Klaus Krippendorff. Data were collected from 24 videos uploaded between January 1–31, 2025, through observation and documentation techniques. Then, they were analyzed and categorized into six indicators of altruism: sharing, cooperation, helping, donating, honesty, and generosity. The results of the study show that @mr.kingthread's content consistently displays altruism through sincere, emotional, and easily accepted actions by the audience. The aspect of donating emerged as the most dominant element, followed by aspects of cooperation, helping, and sharing. The natural, authentic, and uncontrived message delivery strengthens emotional closeness with the audience and increases public trust in Batik Benang Raja's image as a brand that cares about humanitarian values. In conclusion, the altruism-based communication strategy through TikTok has proven effective in spreading humanitarian values, strengthening the company's positive image, and fostering a spirit of sharing among the audience.  

This study aims to analyze the development process of a creative economy based on bead waste and the use of digital platforms as a marketing medium to increase product competitiveness. The background of the study is based on the phenomenon of increasing volumes of waste that have not been optimally managed and the low skills of business actors in utilizing digital technology. The research method used a qualitative approach with descriptive methods. Data were collected through in-depth interviews, participatory observation, documentation, and literature studies, with informants consisting of business actors, community leaders, representatives of relevant agencies, and consumers. The results of the study indicate that processing waste into beads not only reduces environmental impacts but also opens up creative business opportunities with high economic value. The use of digital platforms has proven effective in expanding market reach, improving branding, and driving sales, although there are still obstacles in the skills of digital entrepreneurs. This study recommends strengthening digital marketing capacity and ongoing mentoring for creative waste-based entrepreneurs to achieve economic and environmental sustainability. In addition, synergy between business actors, the government, and local communities is a crucial factor in supporting the development of a waste-based creative economy. The involvement of local governments through entrepreneurship training and facilitating access to technology is essential to address the challenge of limited digital capabilities of entrepreneurs. Local communities also play a role in maintaining sustainable production and encouraging innovation in bead designs based on local culture to add value and attract market share. This collaboration can create a conducive ecosystem for the growth of creative small and medium enterprises (SMEs), while strengthening local identity and increasing product competitiveness in national and global markets. Thus, developing a waste-based creative economy and utilizing digital marketing are relevant innovative strategies in addressing current economic and environmental challenges.

In the era of globalization, the rapid development of information technology has brought significant changes in the way people access and convey information. The presence of the Internet and social media has proven that global networks enable interaction and information exchange to occur in real time without geographical boundaries. One phenomenon arising from this development is social media, which has become a virtual space for individuals and companies to communicate directly, personally, and interactively. One of the most popular social media platforms today is Instagram, a platform that is now widely utilized by businesses, including those in the culinary industry, to build a strong brand image amid intense competition. This study focuses on the Instagram account @tastea.ig, which makes use of visual content, interactive features, and the comment section to maintain emotional connections and consumer trust. The purpose of this research is to analyze the interaction strategies of the @tastea.ig account in maintaining a positive brand image in the eyes of its followers. Instagram’s visual-centric nature allows businesses to showcase their products in an aesthetically appealing manner, drawing attention from potential customers. The strategic use of high-quality images, videos, and stories not only highlights the brand’s offerings but also creates a lifestyle around the product. @tastea.ig effectively uses these features to build an engaging presence, showing its products in an appealing and relatable context. In addition to visuals, Instagram’s interactive features such as polls, quizzes, and direct messaging foster a sense of community and direct engagement with followers. By involving followers in decision-making or seeking their opinions, @tastea.ig strengthens its relationship with its audience, making them feel valued and heard.

The Unnoni Weaving Center is a community-led, small and medium-sized enterprise (SME) development center for traditional weaving. Despite its significant potential, many entrepreneurs in this center face challenges in determining appropriate product prices. They typically rely solely on intuition or follow market prices without considering all production cost components, resulting in very small profit margins and even the risk of incurring losses. In response to these challenges, this community service program was designed to improve the ability of SMEs to determine more rational, measurable, and profitable selling prices through comprehensive and applicable training in production cost calculations. The methods employed included outreach, workshops, intensive mentoring, and hands-on simulations on pricing based on real costs and reasonable margins. The program was conducted in two sessions at the Unnoni Weaving Center Hall, involving 25 local weaving entrepreneurs. The results showed significant improvement, with participants' understanding of identifying production cost components increasing by 76%, while approximately 80% successfully conducted simulations for determining selling prices, taking into account raw materials, labor, overhead costs, and profit margins. The tangible impact of this activity is seen in increased business literacy, more systematic calculation skills, and the confidence of SMEs in determining prices and negotiating with consumers and business partners. Furthermore, this activity is expected to be a starting point for the implementation of a simple financial recording system, increased operational efficiency, and the development of a branding strategy for Unnoni woven products so they can compete more professionally, sustainably, and with high competitiveness in both local and global markets.

Limited knowledge and utilization of digital technology in the fisheries and plantation sectors remains a major obstacle for the people of Samo Village, South Halmahera Regency, the majority of whom work as fishermen and farmers. This results in low productivity, limited access to information, and less than optimal development of micro-enterprises based on local potential. This community service activity aims to introduce and train the use of Fishbrain, Plantix, and ChatGPT applications relevant to local community needs. The activity implementation method includes three main stages: the preparation phase, which involves coordination with village officials and the development of training materials; the implementation phase, which involves socialization and hands-on training; and the evaluation phase, which involves discussions, reflections, and Q&A sessions with participants. The results of the activity demonstrated a significant increase in participants' understanding and skills in utilizing digital technology. The Fishbrain application has been proven to assist fishermen in determining more potential fishing locations based on global community data, while Plantix is ​​useful in detecting plant diseases, providing treatment recommendations, and increasing crop yields. Meanwhile, ChatGPT is used by the community as a virtual assistant to support information searches, innovation ideas, product marketing strategies, and digital-based small business planning. The participants' enthusiasm was evident in their active involvement throughout the training, their eagerness to try the applications independently, and their ability to repeat the three applications' core functions. In conclusion, this training activity not only broadened the community's digital knowledge and skills but also encouraged a shift in mindset toward utilizing technology as a means to improve well-being. With the knowledge gained, the Samo Village community is expected to be more adaptive to technological developments, enabling the sustainable development of the fisheries, plantations, and local micro-enterprises sectors.

This study aims to analyze the influence of Instagram social media, brand image, and product innovation on consumer purchasing decisions at Xlocated in Blok M Plaza, South Jakarta. The background of this study is based on the increasingly fierce competition in the culinary industry, especially in pastry products. This competition requires business actors to have the right marketing strategy, not only in terms of promotion, but also in maintaining brand quality and presenting product innovations that suit consumer needs. In the current digital era, social media has become one of the most powerful tools to influence consumer behavior. The research method uses a quantitative approach with a survey technique by distributing questionnaires to 100 respondents who are Xconsumers. The research instrument was compiled using a Likert scale, then the collected data were analyzed using the multiple linear regression method with the help of the SPSS application. This analysis aims to see how much influence the independent variables, namely Instagram social media, brand image, and product innovation have on the dependent variable, namely purchasing decisions. The results of the study show that all three variables have a positive and significant effect on consumer purchasing decisions. This means that the better the marketing strategy through Instagram, the stronger the brand image built, and the higher the level of product innovation, the consumer purchasing decisions will increase. These findings highlight the importance of integrating digital marketing with product development to achieve competitive advantage. The findings of this study provide practical implications for businesses, particularly in the culinary industry, to focus more on digital marketing strategies and product innovation that can meet consumer preferences and strengthen brand positioning in the market.

This study aims to analyze the business development strategy of Siecraft, a creative that transforms waste into environmentally friendly and marketable products. The research uses a qualitative method with a case study approach through in-depth interviews, observation, documentation, and the distribution of questionnaires to 30 respondents. The analysis focuses on production, finance, marketing, and human resources, supported by a SWOT analysis. The results show that Siecraft’s main strengths lie in its unique products, use of waste materials, and social value. However, weaknesses remain in digital promotion and production management. The SWOT analysis places the business in Quadrant I (aggressive strategy). Development strategies are directed toward product innovation, improving digital promotion quality, and expanding partnerships to support business sustainability. However, despite these strengths, the business faces several challenges. The weaknesses identified include limited digital promotion efforts and inefficient production management. These areas require urgent attention to enhance overall business performance and market visibility. Furthermore, the SWOT analysis places Siecraft in Quadrant I, signifying an aggressive growth strategy. This suggests that the company should capitalize on its current strengths while addressing its weaknesses to achieve sustainable growth. The recommended development strategies include focusing on product innovation to keep up with market trends and customer demands. Improving the quality of digital marketing efforts is also crucial to expand its customer base and reach new markets. Additionally, expanding partnerships with other businesses and organizations can provide the necessary resources and networks to foster sustainability and long-term success. Overall, the business development strategy aims to strengthen Siecraft’s competitive edge and promote environmental consciousness while achieving financial success.

Lake Maninjau specialty food souvenir shop is one of the micro businesses that sells a variety of traditional regional food products. So far, the marketing process and transaction management are still done manually, which causes limited market reach, difficulty in recording sales, and lack of effectiveness in product promotion. This research aims to design a web-based marketing information system to support the sales process, promotion, and data management in a more efficient and integrated manner. The system development method uses the System Development Life Cycle (SDLC) approach of the waterfall model, which includes the planning, needs analysis, system design, implementation, and testing stages. Data collection was conducted through field observations, interviews with business owners, questionnaires to customers, and literature studies related to information systems and digital marketing strategies. The designed information system includes various main features such as product data management, sales transaction recording, automatic sales report generation, social media integration, and product promotion pages. In the marketing aspect, this system allows businesses to display product catalogs online, provide real-time promotional information, and establish direct interaction with customers through contact and ordering features. In addition, the use of this system allows stores to reach a wider market, including potential customers from outside the Lake Maninjau area, through an integrated digital marketing strategy. The implementation results show that this web-based system can increase the effectiveness of product promotion, speed up the transaction process, and improve the quality of customer service. With this system, souvenir shops can compete more competitively in the digital era, as well as strengthen brand image and customer loyalty through more structured and sustainable marketing.

This research aims to formulate a business development strategy for AK Laundry, a micro, small, and medium enterprise (MSME) located in Palembang that operates in the laundry service industry. As competition in this sector continues to intensify, MSMEs are required to adapt quickly through effective strategic planning. The study employed a descriptive qualitative approach, with data collected through interviews, direct observations, documentation, and questionnaires, ensuring a holistic understanding of both internal and external conditions. The analysis was carried out using the SWOT framework, which identifies internal strengths and weaknesses, as well as external opportunities and threats. The findings reveal that AK Laundry possesses several strengths, including good relationships with its loyal customer base, competitive pricing that appeals to a wide range of market segments, and a strategic location that facilitates accessibility. However, weaknesses were also identified, such as limited promotional efforts, particularly in digital channels, and occasional delays in completing customer orders, which may affect satisfaction and trust. From an external perspective, AK Laundry has opportunities to expand its services, particularly through the growing demand for pickup and delivery facilities, as well as changes in consumer lifestyles that increasingly prioritize practicality and efficiency. Nevertheless, the enterprise must also address potential threats, such as intense competition in pricing strategies among similar businesses and the risk of item loss, which could undermine its reputation. Based on the SWOT matrix, AK Laundry is positioned in Quadrant I, indicating that it holds considerable potential for aggressive growth. Therefore, the recommended strategies include strengthening digital marketing initiatives, introducing innovative services to differentiate from competitors, enhancing employee competencies through training programs, and upgrading equipment to improve service quality and speed. These strategies are expected to help AK Laundry leverage its strengths and opportunities effectively, ensuring sustainable development and competitiveness in the MSME laundry service sector.

This study examines control activities in the delay in the return of Community Economic Empowerment (PEM) funds in Oeba Village, which is one of the policies of the Kupang City Government with interest-free funding assistance through the Community Empowerment Institution (LPM) of Oeba Village with the aim of developing productive businesses to increase the economic potential of the community. This study aims to determine the role of control activities in handling delays in the return of funds (PEM) and to determine the factors that cause the occurrence of arrears of funds (PEM) in Oeba Village, Kota Lama District. The type of data in this study is primary data obtained directly in the form of interviews with employees of the Community Empowerment Institution in Oeba Village. The data analysis technique used in this study is descriptive qualitative. The results of the study indicate that the delay in the return of funds (PEM) in Oeba Village is largely caused by weak supervision and performance reviews, in addition, inadequate human resource development and the absence of clear performance indicators hamper program evaluation. Factors causing PEM Fund arrears include business congestion, lack of understanding, minimal assistance to PEM fund recipients, poor financial management, and sanctions that are not strictly enforced

The Independent Entrepreneurship Program is one of the strategic efforts of the Ministry of Education, Culture, Research, and Technology in fostering the entrepreneurial spirit of students through direct experiential learning. This program is present as a forum for students to not only understand entrepreneurship theory, but also to practice in real life the process of building and managing a business. In its implementation, the program involves active collaboration between universities, industry mentors, and field supervisors who play a role in providing direction, guidance, and evaluation of student business development. Through Independent Entrepreneurship, students are given the opportunity to design creative business ideas, run a business on a real scale, and solve various entrepreneurial challenges they face. This activity not only trains managerial, communication, and innovation skills, but also improves critical thinking and problem-solving skills. In addition, students gain valuable experience in terms of teamwork, financial management, marketing strategies, building business networks, and the use of digital technology to support business sustainability. The results of the program implementation show positive impacts, including increased confidence, independence, and students' understanding of the real business world. Furthermore, this program encourages the creation of an entrepreneurial ecosystem in a sustainable campus environment and is able to be the forerunner of the birth of a young generation of Indonesian entrepreneurs who are resilient, innovative, creative, adaptive to changing times, and have high competitiveness. Thus, Independent Entrepreneurship not only plays a role as a skill development program, but also becomes one of the important foundations in preparing students to face the world of work and becoming independent business actors who are professional, visionary, sustainability-oriented, and make a real contribution to the nation's economic development.

This study aims to examine the implications of Minister of Finance Regulation (PMK) Number 37 of 2025 on the national fiscal balance and the resilience of micro, small, and medium enterprises (MSMEs) in the context of the rapid development of e-commerce in Indonesia. This PMK introduces a collect at the source mechanism, which is the appointment of certain marketplaces as collectors of Income Tax (PPh) Article 22 on online merchant transactions. This policy is seen as one of the strategic steps to expand the digital tax base, improve fiscal efficiency, and support the principle of compliance by design. The research uses a descriptive qualitative approach through documentation studies of official government documents, academic literature, and relevant publications. The results of the study show that the implementation of PMK 37/2025 has the potential to have a positive impact on state revenue through digital taxation optimization. In addition, this policy can strengthen the fiscal balance by minimizing the potential for tax avoidance in the growing digital economy sector. However, on the other hand, the policy also poses a number of challenges for MSMEs, especially related to administrative readiness, limited fiscal literacy, and adaptability to the tax digitalization system. For most MSMEs, additional tax liabilities can be a burden that affects cash flow, competitiveness, and business sustainability, especially for MSMEs that are still in the growth stage and have limited resources. The policy implications identified include the importance of improving fiscal education and literacy programs, the development of user-friendly digital reporting systems, and active collaboration between fiscal authorities, marketplaces, and MSME actors. Thus, the success of the implementation of PMK 37/2025 is not only determined by regulations, but also by the extent to which the policy is able to be implemented in an inclusive, adaptive, and sustainable manner in supporting national economic development.

This study was conducted to analyze the influence of motivation, work discipline, and work ability on service quality at the Village-Owned Enterprise (BUMDes) in Kedungudi Village, Trawas District, Mojokerto Regency. The background of the study stems from the important role of human resources in supporting the quality of public services, especially in the Waste Bank business unit managed by the BUMDes. Human resources are considered the most strategic asset in achieving organizational goals, especially in community-based enterprises such as village-owned enterprises. The study used a quantitative approach with a survey method. The research sample was all 25 BUMDes employees and was determined using a saturated sampling technique. The research instrument was a questionnaire with a Likert scale that had undergone validity and reliability tests. The use of a Likert scale questionnaire ensures measurable perceptions and attitudes from respondents regarding the studied variables. Data analysis was conducted through multiple linear regression with the assistance of SPSS software. The results showed that partially, work discipline and work ability had a significant positive effect on service quality, while motivation had a significant negative effect. This finding indicates that motivation, if not aligned with organizational needs, may lead to counterproductive outcomes. Simultaneous testing showed that all three variables significantly influenced service quality, with a coefficient of determination of 68.8%. In other words, nearly 70 percent of service quality can be explained by motivation, work discipline, and work ability. This finding underscores the importance of holistic human resource management, encompassing strengthening work discipline, improving competency, and reviewing the motivation system to align with both organizational and individual needs. Research recommendations include evaluating the motivational models used, consistently monitoring discipline, and providing ongoing training. Continuous training and development programs are essential to sustaining and improving service quality in the Kedungudi Village-Owned Enterprise (BUMDes).  

In today’s highly competitive era, companies strive to develop their businesses to stay ahead in the market. One of the most effective ways to achieve business development is by maximizing the management of available resources, with human resources (HR) playing a critical role in this process. Proper HR management can lead to optimal performance and enhance the company’s competitiveness. Several factors influence employee performance, including work environment, work discipline, and motivation. This study aims to examine the impact of work environment and work discipline on employee performance, with work motivation as a mediating variable at UD. EKA DWI TERPAL. The research was conducted by distributing questionnaires to all employees of UD. EKA DWI TERPAL, with a sample size of 48 employees using a saturated sampling technique. The data analysis technique used is Structural Equation Modeling Partial Least Squares (SEMP-PLS), supported by the SmartPLS software. The findings of the study are as follows: First, work environment has a direct positive and significant effect on motivation; second, work discipline has a direct positive and significant effect on motivation; third, work environment has a direct positive and significant effect on employee performance; fourth, work discipline has a direct positive and significant effect on employee performance; fifth, motivation has a direct positive and significant effect on employee performance; sixth, work environment has an indirect positive and significant effect on employee performance through motivation; and seventh, work discipline has an indirect positive and significant effect on employee performance through motivation. Overall, the study suggests that good management of work environment and work discipline can improve employee motivation and performance, enabling companies to achieve optimal performance.

Base-G Beach is a tourist attraction located in North Jayapura District, Jayapura City, managed by the local community who hold customary land rights. This study aims to assess the economic impact of Base-G Beach using the multiplier effect analysis and to evaluate service quality based on the perceptions of visitors, business actors, and workers using a Likert scale. The assessment of six service aspects revealed that most were rated as very good, except for the availability of toilets and electricity, which still require attention. Regarding the economic impact, the Keynesian Income Multiplier calculation yielded a value of 0.27, indicating that the economic impact of this tourist attraction is still suboptimal. This value is below 1, meaning the tourism sector at Base-G Beach has not yet had a significant influence on the local economy. However, the Income Multiplier Ratios for Type I and Type II were 1.09 and 1.11, respectively, indicating a positive economic connection (≥1) between the tourism sector and the local economy. This suggests that there is potential for greater economic impact if the tourism sector is further developed. Nevertheless, the low Keynesian multiplier value indicates the need to strengthen the link between the tourism sector and the local economy. Therefore, it is recommended that the development of Base-G Beach tourism focus on improving infrastructure, particularly the provision of essential facilities such as toilets and electricity. Additionally, efforts should be made to expand the local economic network directly connected to the tourism sector. Improving service quality and developing infrastructure will help increase the economic impact of the tourist attraction, open new business opportunities, and provide greater benefits to the welfare of the surrounding community of Base-G Beach.

In the current digital era, managing sales transactions manually is inefficient and prone to recording errors. This research aims to develop a web-based Point of Sale (POS) application for the Phi Phi Thai business using the Extreme Programming (XP) software development methodology. XP was chosen for its support of rapid iteration, adaptability to changing user requirements, and strong collaboration between developers and stakeholders. The developed application includes key features such as user registration and login, product ordering, menu and customer management, expense tracking, and financial and sales reporting. Testing was conducted using the Black Box Testing method to ensure that all functionalities performed according to specifications. The implementation results indicate that the application improves operational efficiency, reduces transaction errors, and provides real-time information for business owners to support better decision-making. Furthermore, the application of Extreme Programming (XP) methodology in the development process allows time for regular evaluation and refinement of the application based on feedback from end users. Each iteration produces a version of the software that can be immediately tested and used, minimizing the risk of system failure during final implementation. This approach also encourages lightweight yet relevant documentation and open communication between the technical team and business owners. Thus, the developed Point of Sale application not only meets current functional requirements but also has a high degree of flexibility for further development as Phi Phi Thai's business grows in the future.

The rapid growth of e-commerce platforms has significantly transformed the way consumers share and access product feedback. One of the widely used platforms in Indonesia is Shopee, where customers actively provide reviews of various products, including local skincare brands such as Kahf facial wash. Customer reviews on e-commerce platforms contain valuable information that can be analyzed to understand consumer opinions and preferences. Sentiment analysis, as a branch of natural language processing, enables the classification of textual data into categories such as positive, negative, or neutral. This study aims to classify Shopee user sentiments regarding Kahf facial wash products by implementing the Multinomial Naïve Bayes algorithm, a well-known probabilistic classifier suitable for text categorization. The research methodology consisted of several preprocessing stages, including data cleansing, case folding, tokenizing, stopword removal, and stemming, to prepare raw review texts for further analysis. For feature representation, the Term Frequency–Inverse Document Frequency (TF-IDF) method was applied to capture the importance of words across documents. To evaluate the classification performance, K-Fold cross-validation was employed with K values of 4, 5, 6, and 10 to ensure model reliability and robustness. Considering the issue of imbalanced datasets in user-generated reviews, the Synthetic Minority Over-sampling Technique (SMOTE) was utilized to balance the distribution of sentiment classes. Based on the confusion matrix, the Multinomial Naïve Bayes algorithm demonstrated effective performance in classifying sentiments, achieving satisfactory levels of accuracy, precision, and recall across different folds. These results indicate that the algorithm is capable of handling sentiment analysis tasks for local product reviews effectively. The findings of this study are expected to provide meaningful insights for businesses in understanding consumer perceptions, thereby supporting decision-making processes in product development, marketing strategies, and customer engagement for local brands.

This study aims to analyze the marketing strategies implemented by the Burger Eat Aja MSME to increase its competitive advantage amidst the intense competition in the culinary industry. The research method used is descriptive qualitative with a case study approach. Data were obtained through direct observation, interviews with the owner and consumers, and documentation of business activities. Furthermore, the data were analyzed using the SWOT, EFAS, IFAS, and IE matrix methods to obtain a comprehensive picture of the business position and applicable strategies. The results show that Burger Eat Aja has several key strengths, including a strategic business location, a distinctive taste that distinguishes it from competitors, and a varied menu that is able to attract consumers from various segments. However, several weaknesses were also found, such as relatively higher product prices compared to competitors, inconsistent service quality, and limited available facilities. On the other hand, there are significant opportunities that can be utilized, such as the increasing trend of fast food consumption, the development of online application-based delivery services, and the effectiveness of promotions through social media in reaching a wider consumer base. Threats faced include the large number of new competitors, fluctuations in raw material prices, and dynamic changes in consumer tastes. Based on the IE matrix analysis, Burger Eat Aja is in quadrant II (Grow and Build), indicating that an aggressive growth strategy is necessary. Recommended strategies include improving service quality, regularly innovating menu items in line with trends, optimizing digital promotions, and strengthening customer relationships to foster loyalty. With this strategy, Burger Eat Aja is expected to maintain its presence and strengthen its position in the culinary industry.