Publication Search

This research aims to examine the application, obstacles and benefits of Artificial Intelligence ChatGPT on the effectiveness of social media marketing using the Attention, Interest, Desire, Action (AIDA) model approach, especially on the Cuci Shoes Kelen Instagram account. The background to this research is the Industrial Revolution 4.0 which has created an era of digital technology with a high number of internet users in Indonesia, even though digital understanding and literacy is still low. This research uses descriptive qualitative methods by collecting data through virtual ethnography and interviews. The research subjects consisted of two owners of "Cuci Shoes Kelen," namely DB and FP, while the research object was the use of Artificial Intelligence ChatGPT in this account. The results of the first research showed that the application of Artificial Intelligence ChatGPT with the AIDA model approach on the Instagram account "Cuci Shoes Kelen" resulted in improvements in all aspects measured. Therefore, the marketing and promotional content produced by ChatGPT can increase the effectiveness of social media marketing. The results of the second research show that there are obstacles in implementing ChatGPT Artificial Intelligence, especially in new users' understanding of the types of questions that should be asked to ChatGPT, and also the limited information in ChatGPT version 3.5. However, benefits include ChatGPT's ability to provide promotional strategy recommendations that comply with AIDA concepts and detailed guidance for their implementation.    

This study aims to investigate the effect of digital marketing (X1) and product variety (X2) on purchasing decisions (Y) with brand image (Z) as a mediator in the context of Micro, Small and Medium Enterprises (MSMEs) in Malang City, namely Bakso President. The population of this study were Instagram and Tiktok followers and the sample of this study were 327 respondents. This research technique uses proportional random sampling. This research analysis uses SEM-PLS. The results of this study highlight the importance of a thoughtful digital marketing strategy and high-quality product variety in building a strong brand image. The findings also underline that a positive brand image has a positive impact on consumer purchasing decisions at Bakso President. The practical implication is that MSMEs can utilize brand image as a strategic asset to improve their competitiveness and business growth.

In general, there are still several obstacles standing in the way of MSMEs' growth in Indonesia. The main challenge MSMEs in Majalaya District, Bandung Regency, encounter when running their enterprises is marketing. Due to the significant influence that marketing effectiveness has on corporate growth, stakeholders need to take this seriously. Additionally, MSMEs' ability to thrive is largely dependent on their brand's power to raise its market share due to the increasingly fierce competition that exists among business actors nowadays. The main objective of the program is to help MSMEs understand the principles of marketing strategy and the marketing mix. The implementation method for the counseling is using Zoom Meeting as the medium. The activity was preceded with a presentation of the questions, answers, and material. Following that, a participant's business case study was conducted, and the participants had a discussion.

Today's modern technology continues to advance and develop, especially social media which has a huge impact on people's lives. Advances in technology also have an impact on marketing, especially in the buying process. Digital Marketing is a marketing strategy that can reach the wider community, from the top to the bottom. In this study, there are problems faced by the owners of UMKM Crispy Egg Cake, one of which is the lack of knowledge about how to apply digital marketing as a place to promote their products, so the marketing plan in this study aims to develop UMKM Crispy Egg Cake in Bungkuk Village, Parang District, Regency Magetan in terms of implementing digital marketing as a place to promote products, so that they are better known by the public out there. Research in this training uses the ABCD method or this training uses the ABCD approach, namely Asset Based Community Development, which prioritizes the use of assets and potential that exist around and are owned by the community. The results of this study can prove that by assisting the implementation of digital marketing as a marketing strategy, crispy egg cake owners know more about the benefits and how to use technology, especially in terms of digital marketing to advertise or sell their crispy egg cake food products, so by using digital marketing This sales turnover and public interest in buying crispy egg cakes has increased. In addition, sellers also gain a lot of useful knowledge about digital marketing technology and can compete in the market with other similar or different food products

Marketing activities have experienced a fairly rapid development along with development of information technology. In today's all-digital era, digital marketing formed a new strategy that is very important in the marketing of a company, especially for businesses such as online stores that allow buying and selling at once. Current company competing in developing their marketing strategies in achieving and retain customers. The virtual world is getting closer to everyday life we, making the era of digitalization we cannot avoid. The customer is currently in commit Interaction with the company is carried out by utilizing social media and applications growing rapidly. This can be caused by various factors that go wrong only environmental factor. So the author makes an activity that can help these problems by holding socialization of the Role of Digital Marketing for MSMEs in this era digitization. The method of implementing community service activities is by doing an approach in the form of socialization and useful training to add insight/education to the community so that the knowledge gained can be applied in activities MSMEs. There are three stages of implementation, namely the planning stage in the stage planning, students collect data first through surveys and interviews regarding MSMEs in Segaran Village along with the behavior of MSMEs in the Village the. Every student who takes part in the community service activity program show the attitude of responsibility as an executor, it is shown by every student on time while carrying out each task. Good communication has been shown every students during discussions and evaluations after community activities. Student always conduct an evaluation to improve an activity that has been carried out to achieve more optimal activities. In the era of digital technology has changed the human way of life communicate, act, and make decisions. Marketing activities were not separated from influence of digital technology. The term digital-based marketing has evolved from Initially marketing activities for goods and services using digital channels to broader understanding, namely the process of acquiring consumers, building preferences consumers, promote brands, maintain consumers, and increase sales.

In the ever-evolving digital era, disruption challenges face Micro, Small, and Medium Enterprises (MSMEs), including STIE Ganesha students who are preparing to enter the business world. This research explores management strategies that can help MSMEs face disruption in the digital era. Using a qualitative approach, this research aims to identify disruption trends, challenges faced, and effective management strategies. The research was conducted over six months, involving in-depth interviews with MSME owners who have experienced digital disruption. Data analysis used a qualitative approach by formulating patterns of findings that emerged from the interviews. The results showed that the strategy of STIE Ganesha students in facing disruption is the adoption of MSME digital technology, understanding of data and analytics, continuous innovation, focus on customer experience, collaboration and partnerships, increasing cyber security, increasing human resource capacity, flexibility and adaptability of creative marketing understanding of business legal aspects. The implication of this research is to provide practical guidance for STIE Ganesha students who will later run or support MSMEs. Research limitations include limitations in the number of samples and focus on local cases.

This study aims (1) to determine the marketing strategy used by Cafe Bree Sweetandfreeze Banjarmasin in increasing sales. (2) To find out marketing strategies that can be implemented by utilizing SWOT analysis to improve marketing performance at Cafe Bree Sweetandfreezee in Banjarmasin. The method in this study uses a qualitative descriptive method. The informants in the study were the Owners of Cafe Bree Sweetandfreeze Banjarmasin. Data collection techniques used in this study are observation techniques, interviews and documentation studies. The results of the study show that Cafe Bree Sweetandfreeze Banjarmasin uses various marketing strategies, such as advertising promotions, collaboration with influencers, new product development and creating Instagramable photo areas. The SWOT analysis shows strengths in product quality, cafe design and strategic location, while weaknesses relate to understanding customer preferences and digital marketing. The cafe has opportunities in forging local partnerships and leveraging social media, but faces threats from intense competition and changing consumer trends. In conclusion, Cafe Bree Sweetandfreezee Banjarmasin can capitalize on strengths, overcome weaknesses and seize opportunities to strengthen their brand and increase their market share.

The goal of this PKM is to solve partner issues through digital sales applications (digital marketing) so that PPL products can reach a wide number of people. via a participatory approach, activities for farmers are being implemented by working together to develop answers via digital sales methods. Indonesia, like the rest of the world, is going through difficult circumstances. This is because the COVID-19 pandemic continues to spread, causing people's income to fall. As a result, one must be able to comprehend the numerous benefits and roles of using digital tools, motivating citizens and entrepreneurs to use digital tools in all activities. The advancement of digital marketing has an impact on the advancement of product advertising. The strategy employed to attain this goal is discussion combined with direct training at the Luwuk Farmers Association. By always following health rules, keeping your distance, and wearing a mask, this method is deemed in conformity with the goal of this service. It is intended that by participating in this activity, people would gain a better understanding of what it means to use digital marketing to boost corporate competitiveness. The majority of members feel optimistic about carrying out this activity.

Bintan Regency has abundant marine and fishery potential because most of it’s territory is the ocean. Micro enterprises with the type of marine fisheries are in third place after culinary and retail in this district. However, there are still some problems in developing marine and fisheries potential based micro enterprises in Binan Regency, including the lack of digital marketing implementation for micro business actors. This study aims to find out how DKUPP is strategy is in developing marine and fisheries potential based micro enterprises in Bintan Regency. This study used a qualitative approach with a descriptive research type. Data collection techniques used were observation, interviews, and documentation. Research results (1) On the indicators of creating a good business climate, DKUPP Bintan Regency has implemented several practices or programs in order to develop micro enterprises, especially those based on marine and fisheries potential in Bintan Regency. (2) In producing integrated information, DKUPP Bintan Regency disseminated all information to micro enterpreneurs in Bintan Regency through Whatsapp Gropus, Instagram social media, radio broadcast and writing to the sub district. (3) In the establishment of a consultation center, DKUPP Bintan Regency has and Integrated Business Service Center (PLUT) but can’t run optimally because human resources are still inadequate and the PLUT building is still far from the reach of micro enterpreneurs in Bintan Regency. (4) In creating a join marketing system, DKUPP Bintan Regency has carried out several methods, including by holding bazaars, promoting micro business products via Whatsapp and implementing a new policy plans related to e-catalogue and reinforcement. (5) On the indicators of creating research and development institutions, Bintan Regency does not yet have a research center specifically designated for business actors in Bintan Regency. The conclusion of the research is that the strategy implemented by DKUPP Bintan Regency has not run optimally because there are still several obstacles in the development process.

In this day and age, people of all ages are very familiar with digital technology. The right application of digital technology can provide benefits for its users. One of them is by creating marketing for business products and services organized by UMKM using digital technology. However, due to a lack of understanding and training, UMKM business owners have not made the best use of the internet to assist their operations. Digital marketing, which aims to advertise or promote products and services using online media to reach a larger target market, is one way to use the internet in company management. Foodstuffs are the only goods produced by UMKM owned by business actors in Rembang Village and marketing is only carried out through direct sales by door to door or face to face. It is difficult to reach a larger target market. Therefore, providing training and directing the use of digital marketing can help MSME players in increasing the capacity of UMKM entrepreneurs to utilize digital marketing.

Utilizing digital marketing in the industrial era 4.0 can become a new strategy in product marketing activities, by making it easier for businesses to monitor and provide for the needs and wants of potential consumers. On the consumer side, digital marketing is a medium that can make it easier to find a product. Ngepoh Village, Dringu District, has a lot of potential, including in the economic sector. This can be seen from the many MSMEs operating in Ngepoh Village. However, their marketing efforts are still limited and use conventional methods. Therefore, MSMEs in this village need training on the importance of utilizing digital marketing so that their marketing system can be improved. The aim of this counseling is to help MSMEs reach a wider market and increase their sales. In its implementation, this activity uses two methods, namely socialization regarding digital marketing and assistance in upgrading the packaging of MSME players. In socialization activities include product introduction, marketing strategy, and packaging design. The approach used involves training in the form of socialization and tutorials on creating accounts on digital platforms and managing digital media. The results of this activity suggest the need to provide regular guidance in order to optimize digital marketing strategies and increase MSME business sales. With ongoing assistance, it is hoped that MSMEs can continue to take advantage of the potential of digital marketing in an effective and sustainable manner to achieve success in marketing their products  

Technological advances will continue to develop over time and cannot be avoided, there will always be new innovations created with the aim of helping various human activities. Of course, the people in the Klampis Ngasem Sub-District themselves understand more or less the use and benefits of the internet, but there are still many people, especially MSMEs players in RW 09 who do not really understand the benefits of current technological advances, especially in selling their products. On this basis, the urgency of having community service activities with the theme of digital branding counseling at food and beverage-based MSMEs in RW 09, Klampis Ngasem is to provide insight to counseling participants, especially MSMEs actors, regarding the importance of business branding (logo and packaging) and the economy. creative to find innovation and creativity in developing their business in today's new industrial era. The output resulting from this service activity is appropriate technology (TTG) in the form of a mini box studio, scientific articles published in national journals, and activity reports. In this activity the results obtained are the use of a digital branding strategy that can be continued with regular assistance so that MSMEs actors can be optimal in marketing and increasing sales.

This study aims to identify the influence of digital marketing BigHit Entertainment, a kpop agency in the digital era, especially in Indonesia. Research on digital marketing strategies and album sales of the current K-pop group, namely BTS, as well as before and the purchasing power of fans. Quantitative research uses data in the form of articles, videos, and questionnaire data. The strategy carried out by BigHit is in line with the marketing steps of the 4.0 era which began with an understanding of consumer behavior, human-oriented marketing for brand appeal, content marketing for brand recognition. In the process of this strategy, fans mostly consist of young people and women, teenagers play a major role as good promoters and distributors.  

Digital marketing is a marketing concept that is widely used in this modern era. Many manufacturers choose to use digital marketing in their marketing process because marketing goods through digital media saves energy and costs. In the process of digital marketing or digital marketing, a high creative process is needed because digital marketing requires producers to make content as attractive as possible for consumers to see and be interested in the products offered. In this case we examine how useful the application of digital marketing is in the marketing process of Bamboo MSMEs located in the Kepanjen Kidul Village, Kepanjen Kidul District, Blitar City. The method used is descriptive method with a qualitative approach. The descriptive method is used to describe the efforts of UMKM Bambu "Arunika Art" in developing their marketing with digital marketing. Meanwhile, a qualitative approach is used to explain the process of implementing digital marketing in line with the development of its business. The mentoring work program carried out for bamboo MSMEs is to utilize digital marketing, carry out digital content creation. Through a strong brand identity and an effective digital marketing strategy, bamboo MSMEs in the Kepanjen Kidul Village can experience significant empowerment.

UMKM Cendol Sueger is a Micro, Small and Medium Enterprises (UMKM) engaged in the business of cendol production drinks located in the Kauman sub-district, Kepanjen Kidul District, Blitar City. The problem faced by Cendol Sueger SMEs is that their marketing activities are still very minimal and traditional. For this reason, it is necessary to provide training on the importance of implementing digital marketing so that the marketing system can be better so that it can expand the scope of its business targets and can support even better sales activities. The purpose of this research is to apply digital marketing to improve the marketing strategy of Cendol Sueger SMEs. Some of the digital e-commerce and social media used are grab, website, and Instagram accounts. The results of the study show that Cendol Seger MSMEs now understand and are able to create accounts, manage and utilize social media to expand their marketing reach online so that they can improve marketing strategies and sales results for Cendol Sueger MSMEs.

Baduta batik Blitar is an MSME that sells batik handicraft products. Barik itself is a work of a nation that is well known abroad. The batik craft center itself is a cultural tour that is visited by many domestic and foreign tourists. Almost every region in Indonesia has batik craft centers, especially in Java and its surroundings. UMKM Batik Baduta Blitar has been built since 2009, but UMKM Baduta has obstacles in carrying out digital marketing, which causes Batik Baduta Blitar customers to complain about the lack of information from Batik Baduta Blitar writing on Batik Baduta Blitar's social media. The application of digital marketing is carried out with the stages of literacy, training and development then application of programs that are in accordance with the conditions of the Baduta batik group. The results of this study are that with this problem the solution that can be applied is to create an online marketing strategy that includes digital marketing strategies, social media content, and copy writing. The existence of this online marketing strategy can make Batik Baduta Blitar MSMEs able to carry out marketing effectively and efficiently.

Catering "Miss Tote" is one of the MSMEs located in Kepanjen Kidul Village, Kepanjen Kidul District, Blitar City. In today's modern era, the catering business is faced with problems related to technology and digitalization. The implementation of community service aims to optimize product marketing through the use of the Canva application as a branding medium and mentoring the use of Instagram social media to expand customer reach and introduce products to potential customers. The method used is a case study with a qualitative approach, the data obtained from interviews with the owner of the MSMEs Catering "Miss Tote" and observations of marketing that has been done and documentation during the implementation process. The results of the study show that the "Miss Tote" MSMEs has marketing potential that has not been optimized, therefore students contribute to making logos, banners, catalogs and brochures as media branding of the "Miss Tote" MSMEs. Implementing a marketing strategy using Canva can have a positive impact such as building a strong brand image so that it can increase customer trust and become the hallmark of a business.

Real Work Lecture (KKN) is a form of service carried out by students by being directly involved in the community and in these activities students are faced with various problems that exist in society so that students must be able to solve these problems. In this KKN activity it was carried out in Blitar City to be precise in the Kauman Village. One of the MSMEs in Kauman Village named Es Cendol "Sueger" was the target for this KKN activity. In these MSME there are problems with product marketing factors. Thus, the purpose of this KKN activity is to plan a marketing strategy for MSMEs so that these MSMEs grow rapidly. The research method used is qualitative in nature with the type of data collection through observation, interviews, and documentation of activities with MSME owners. The result of this KKN activity is the development of marketing of MSME products.

The use of the internet in the era of the industrial revolution 4.0 is currently accompanied by technological developments that are experiencing very rapid changes so that the information obtained is quite easy and very fast to get the desired information. The marketing and sales system is no exception, which is growing and consumer demands are increasingly complex. Digital marketing is one of the marketing or promotional media strategies that currently has a major influence on sales. MSMEs Ecoprint Crafts is a production and buying and selling business of ecoprint crafts in Kepanjenlor, Blitar city. In this case, MSMEs players still have problems with the development of business and sales strategies. Through the use of digital marketing, it is hoped that it will be able to help Ecoprint Craft MSMEs actors, as one of the promotional media for developing a business. The method used in this research is to use a qualitative method with a descriptive approach. As well as using the mentoring method by carrying out several stages, namely, observation, planning, implementation, and evaluation of each step taken. In the data collection stage on ecoprint craft MSMEs by using direct interviews with ecoprint craft MSMEs owners. From the results of this study it results that by choosing social media as the right promotional media.

Digital marketing is a marketing activity or promotion of goods or brands using digital media or the internet to quickly attract consumers or potential customers. The method used in this study is a qualitative method. This research focuses on Taso Ndeso MSMEs located in RT 4 RW 12 Sukorejo Village, Blitar City. This is because the Taso Ndeso MSMEs themselves still have not utilized and have not used marketing through digital marketing to promote their products. Digital marketing utilization has becoming the important key of MSMEs “Taso Ndeso” in Sukorejo Village, Blitar City in attempt of increasing their market. By using digital platform like social media and website, MSMEs could reach better market outside their region. By showing their unique and nice products. MSMEs “Taso Ndeso” could attract potential consumer attention and increase their visibility. One of their digital marketing benefit for MSMEs “Taso Ndeso” are their capability for live interaction with customer. By using comment, direct message, and online survey, MSMEs could get precious feedback and understanding what their customer preference and also what their customer needed. By this knowledge MSMEs could fix and increase their products like what their customer needed, make them more competitive in market. Beside of that, digital marketing also have an important role to build great products for MSMEs “Taso Ndeso”. By using interesting visual content and story telling that can build emotions whos watching. MSMEs could convey their value and their unique products to audiens. By differentiate themself from competitor and build strong relationship with their customer. MSMEs “Taso Ndeso” can make their strong identity and  their customer trust with their products in long term.