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This article discusses an experiential training program that integrates three main pillars for students of Parung Panjang Vocational High School (SMK) in Tangerang: optimizing digital platforms as modern marketplaces, developing innovative product packaging to strengthen sales performance, and applying ethical and legal principles in digital business activities. The program is designed to prepare vocational students to become competent, creative, adaptive, and responsible young entrepreneurs in the digital economy. The implementation methods include project-based learning, workshops, seminars, product simulation, mentoring, and intensive practice in using online marketing media. Students are guided to identify market opportunities, design attractive packaging, promote products through digital channels, and understand consumer protection, intellectual property, and honest transaction practices. The expected outcomes include increased digital literacy, improved packaging design skills, stronger entrepreneurial motivation, and better awareness of business ethics and legal compliance. Overall, this program provides practical learning experiences that connect school-based entrepreneurship education with the demands of the contemporary business and industrial environment. It also encourages collaboration among teachers, students, and local business partners for sustainable vocational development in line with future workforce and innovation needs.

The Work Practice Program (KKP) is an academic activity aimed at providing students with real work experience while connecting the theories learned in campus with practical application in the field. This study was conducted at the Investment and One-Stop Integrated Service Office of Serang City, focusing on analyzing the implementation of partnership facilitation, investment achievements, encountered challenges, and efforts to enhance the effectiveness of investment activities. The method used is descriptive qualitative, with data collected through observation and interviews. The results indicate that partnership facilitation has been effective in strengthening cooperation between large businesses and SMEs, as well as supporting regional investment realization. However, some challenges remain, such as limited understanding, data access, and coordination. Efforts to overcome these challenges include improving communication, task comprehension, discipline, and continuous evaluation. This activity plays a crucial role in creating a conducive investment climate, promoting economic growth, and enhancing students’ competencies in facing the workforce.

This study aims to analyze the impact of immersive commerce and augmented reality (AR) on consumer trust in e-commerce transactions using secondary industry data from the BrandXR 2025 Research on Augmented Reality in Retail & E-Commerce. Quantitative data was analyzed descriptively to evaluate the adoption rate of immersive technologies (immersive commerce and AR) and their relationship with consumer trust perceptions. The results show that immersive commerce, characterized by interactive and realistic user experiences, has a positive impact on consumer trust. Similarly, AR which offers realistic product visualization, has a significant impact on strengthening consumer trust in purchasing decisions. Simultaneously, the integration of immersive commerce and AR enhance the digital shopping experience, which can reduce risk perception and increase trust in online transactions. These findings empirically contribute to the literature on digital consumer behavior and e-commerce strategies, and suggest that businesses adopt immersive technologies to increase consumer trust and engagement in the online commerce ecosystem.

Durian Bhineka Bawor is one of the leading local commodities of Alasmalang Village with high economic potential. However, product promotion and marketing activities are still dominated by conventional methods and limited local networks, resulting in restricted market access, low competitiveness, and the absence of structured product information documentation. This community service program aims to address these challenges through the implementation of an interactive website integrated with an AI Agent, serving as a centralized information platform as well as a digital product ordering service. The main objectives of this program are to strengthen local durian branding through the utilization of modern digital technology, expand market reach, and enhance community digital literacy. The implementation method was carried out in several stages, including program coordination and socialization, content needs assessment, website design and development, AI Agent and WhatsApp server integration, system testing, manager training, official deployment, and continuous assistance. The AI Agent provides interactive services in the form of product information delivery, personalized recommendations, and order facilitation directly connected to the admin dashboard and social media platforms, thereby accelerating transaction processes and improving consumer experience. The expected outcomes of this program include the establishment of a more professional, transparent, and efficient promotion and ordering system for Durian Bhineka Bawor products. The developed platform is expected to expand market access, increase product sales, and create new digital-based business opportunities. Furthermore, this program contributes to community empowerment by improving digital skills and technology management capabilities to support local economic independence and competitiveness.

This study aims to 1). Observe and understand the stages of propagating F2 white oyster mushroom seedlings at Wairita Farm. 2). Compare the growth of F2 white oyster mushroom seedlings between corn cobs and a mixture of corn cobs and wood powder. 3). Improve the skills and add to the experience and knowledge of students so that they can apply the knowledge they have gained in the lecture hall. This study used a comparative descriptive experimental approach, which is to compare the growth of F2 white oyster mushroom (Pleurotus ostreatus) seedlings on two different types of seedling media. This research was conducted at the Wairita Farm in Wairbleler Village, Waigete District, Sikka Regency, East Nusa Tenggara Province, over a period of 7 days (Monday to Sunday) during working hours from 08:00 to 16:30 with a break from 11:30 to 14:00. This location was chosen because it is an agricultural business unit engaged in the cultivation of white oyster mushrooms (Pleurotus ostreatus). The study period was 3 months, from September 17 to November 17, 2025. Independent variables and dependent variables. Data were obtained through direct observation of mycelium growth, daily recording during the incubation period, and visual documentation. The results of this study indicate that the success of white oyster mushroom F2 seedling propagation is greatly influenced by the suitability of the medium to the physiological and ecological characteristics of the mushroom. A mixture of corn bran and wood powder proved to be more suitable and is recommended for use in the propagation of F2 white oyster mushroom seeds compared to pure corn bran media.

Information technology (IT) infrastructure planning plays a strategic role in supporting organizational performance and achieving business objectives. However, many organizations experience misalignment between IT infrastructure planning and organizational needs, leading to inefficiencies, limited system integration, and suboptimal utilization of IT investments (Maulana, 2024; Njanka et al., 2025). This study aims to analyze the suitability of IT infrastructure planning with organizational needs using a quantitative approach. The research framework integrates the Strategic Alignment Model (SAM), Strategic Alignment Maturity Model (SAMM), and COBIT 2019 governance principles. Data were collected through a structured questionnaire distributed to IT managers and system users. A total of 85 valid responses were analyzed using descriptive statistics and gap analysis. The results indicate that IT infrastructure planning is moderately aligned with organizational needs, particularly in supporting operational activities. Nevertheless, significant gaps were identified in system integration, scalability, and long-term infrastructure planning. These findings highlight the importance of continuous evaluation and governance-based IT planning to enhance alignment and ensure sustainable organizational performance.

The rapid development of digital technology has led to an increased adoption of digital payment methods in online transaction-based businesses. However, in practice, failures and limitations in the implementation of digital payment systems still occur, potentially disrupting transaction processes and reducing customer convenience. Payment related obstacles may result in transaction cancellations and increase the risk of customer churn. This study aims to analyze the impact of failures and limitations in digital payment methods on customer churn using a classification-based approach. The data used in this research are secondary e-commerce customer data obtained from the Kaggle platform, including transaction information, payment methods, customer behavior, and historical transaction records. The research methodology consists of data preprocessing, time-based feature engineering, and classification modeling using logistic regression, decision tree, and random forest algorithms. Model performance is evaluated using accuracy, precision, recall, F1-score, and confusion matrix metrics. The results indicate that the decision tree model demonstrates superior capability in identifying churn customers compared to the other models, although it does not always achieve the highest accuracy. In addition to digital payment methods, other factors such as purchase value, transaction frequency, purchase timing patterns, and product return rates also influence customer churn. The findings highlight the importance of optimizing digital payment systems as part of customer experience enhancement strategies and customer retention efforts in online transaction–based businesses.

This study aims to review the perspectives of MSME owners in the Gonilan area, particularly regarding part-time workers and their use in improving operational cost efficiency. The Gonilan area is known to have many MSMEs operating in various sectors, making this study relevant for understanding the challenges they face. A qualitative method was chosen so that the researcher could conduct in-depth interviews with three MSME owners. The informants were selected because they employed both full-time and part-time workers. The interview results showed that part-time workers were effective in reducing operational costs, such as more flexible hourly wages, although there were some disadvantages. The main disadvantages of part-time workers included lack of experience and limited working hours, which could be overcome through extra training and clear task distribution so that they could focus and increase productivity. The study concluded that the use of part-time workers has a significant impact on the operational cost efficiency of MSMEs, helping owners navigate the market without excessive financial burdens and encouraging long-term business growth.

This study addresses low student engagement and high levels of boredom in entrepreneurship courses that rely heavily on one-way PowerPoint-based lectures. Preliminary observations in-dicated that 80% of students experienced low motivation and difficulty generating innovative business ideas. The purpose of this research was to examine the effect of gamification on student learning motivation and business creativity.A quantitative approach was employed using a pre-experimental (One-Group Pretest–Posttest design). The sample consisted of 25 students selected through total sampling. Gamification elements, including: points, badges, and leaderboards, were integrated into the learning process to replace conventional lecture methods.The findings indicate that the implementation of gamification significantly trans-formed student learning behavior and classroom dynamics. Students shifted from passive disengagement, characterized by limited interaction and high distraction levels, to proactive participation. Verbal interactions increased substantially, moving beyond administrative ques-tions toward meaningful business discussions. Students demonstrated heightened engagement and responsiveness during learning activities. The gamified learning environment also fostered a safe space for creative experimentation, enabling students to take entrepreneurial risks without fear of academic or financial failure. Improvements were observed across key di-mensions of business creativity, including fluency, flexibility, originality, and elaboration. The study concludes that gamification is an effective pedagogical strategy for enhancing student motivation and business creativity in entrepreneurship education. By transforming learning from a passive knowledge-transfer model into an experiential and interactive process, gami-fication supports the development of an entrepreneurial mindset among digital native students.

This article explores inconsistencies in employee performance within small, project-oriented service sectors, where quality depends on daily tasks, punctuality, and adherence to procedures. Since skill development relies largely on informal workplace learning, differences in worker competencies often lead to rework, customer complaints, and safety issues. The study investigates how skills and competencies affect employee performance, illustrating how individual abilities translate into observable performance through the ability–motivation–opportunity (AMO) framework and experience-based learning. A qualitative case study at Rajasa Teknik included interviews and observations to examine project coordination, quality standards, and supervision practices. Results indicate that competencies and skills primarily influence ability, but sustained motivation- driven by realistic goals and fair feedback- along with ample opportunities such as smooth material flow, clear roles, and on-site decision support, enhance performance. The findings underline the importance of a cohesive work system (task division, quality control, communication), a consistent safety culture (K3), and straightforward, repetitive HR practices that facilitate tacit knowledge transfer into routines. Improvements suggested involve mapping core competencies, brief mentoring sessions, quality-focused standards, and evaluation systems to minimise service variation and promote sustainable performance in similar businesses. Overall, this research broadens the understanding of performance management in small enterprises and offers practical guidance for interventions.

The increasingly competitive business world demands companies to be able to implement appropriate marketing strategies to improve consumer purchasing decisions. Price and service quality are important factors that influence consumer behavior in determining purchasing choices. PT Era Permata Sejahtera, as a company engaged in general services, has experienced a decline in profits in recent years, which is thought to be related to pricing policies and the quality of service provided to consumers. Therefore, this study aims to analyze the influence of price and service quality on purchasing decisions at PT Era Permata Sejahtera, both partially and simultaneously. This study uses a quantitative approach with a descriptive method. Data were collected through distributing questionnaires to consumers of PT Era Permata Sejahtera, with a purposive sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS version 26 software, and equipped with validity tests, reliability tests, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially, price does not significantly influence consumer purchasing decisions, while service quality has a positive and significant influence. Simultaneously, price and service quality significantly influence consumer purchasing decisions.

Micro, Small, and Medium-Sized Enterprises (MSMEs) are critical to the Indonesian economy because they provide jobs and boost the local economy. However, MSMEs continue to disregard the Financial Accounting Standards for Micro, Small, and Medium Entities (SAK EMKM). With assistance from the Lampung Provincial Leadership Council (DPP) of the Indonesian Employers Association (APINDO), this study aims to investigate the factors influencing the use of SAK EMKM in MSMEs. SAK EMKM socialization, business size, length of operation, and educational background are among the factors analyzed. Survey-based quantitative approach is used in this study. 107 MSMEs received questionnaires from APINDO DPP Lampung in order to gather primary data. Multiple linear regression analysis, validity tests, reliability tests, and traditional assumption tests were performed on the data using SPSS software. Partial tests (t-tests) and coefficients of determination were used to test hypotheses. The study's findings show that SAK EMKM use in MSMEs supported by APINDO DPP Lampung is influenced by educational background, length of operation, and socialization. Meanwhile, SAK EMKM's use is mostly unaffected by the size of the company. This finding implies that the adoption of SAK EMKM is more influenced by the socialization, business experience, and skill levels of MSME members than by the size of the firm. It is anticipated that this study would help academics and MSME participants use SAK EMKM more effectively in order to achieve sustainable MSME financial management.

Abstract. Competition conditions in the business world are currently increasingly tight, one of the products that must remain viable is ice tea products.. This research aims to find out how much influence Brand Equity, Brand Trust and Brand Experience have on customer loyalty for Juragan ice in the city of Semarang. The sampling method uses the Probability Sampling Technique with a purposive sampling method using the Slovin formula calculation. The population in this research is Juragan ice users in the city of Semarang, with a sample of 100 respondents and with Likert scale measurements. The analysis in this research was processed using SPSS software.The results of the research can be concluded that Brand Equity has an influence on customer loyalty for Juragan ice products with a significance value of 0.000 < 0.05 and t count 20.433 > t table 1.966, Brand Trust has an influence on customer loyalty for Juragan ice products with a value of 0.000 < 0, 05 and t count 3.663 > t table 1.966, and Brand Experience has an influence on customer loyalty for Juragan ice products with a significant value of 0.000 < 0.05 and t count 14.424 > t table 1.966. The research results also show that the results of the model feasibility test (f test) have a significance value of 0.000 <0.05. So it can be concluded that this test is feasible. This shows that the Juragan ice brand is trusted by the public because its quality is good.

This study aims to explore the dynamics of psychological empowerment among women entrepreneurs by examining how they construct entrepreneurial identity, develop competence, cultivate independence, and generate social impact through their business activities. The background of this research stems from the need for women in micro and small enterprises to receive support that extends beyond technical skill development, emphasizing psychological aspects such as self-belief, personal control, and decision-making capacity. Employing a qualitative phenomenological approach, this study involved three women entrepreneurs selected through purposive sampling. Data were collected using semi-structured interviews to capture the participants’ subjective experiences in managing their businesses. The findings reveal four central themes: entrepreneurial identity shaped by personal values and lived experiences, competence that evolves through continuous learning and problem-solving, independence reflected in decision-making and business management, and social impact manifested in the creation of economic opportunities and contributions to the surrounding community. These results illustrate that psychological empowerment among women entrepreneurs is a dynamic process formed through the interaction of personal experiences, entrepreneurial practices, and community support. The study emphasizes the importance of empowerment programs that integrate psychological strengthening alongside technical training, with communities serving as vital spaces for collective learning and mutual support. Recommendations highlight the need for holistic empowerment models that consider the sociocultural context of women entrepreneurs and foster sustainable growth in both personal and business capacities.  

This study aims to analyze the integration of Human Resource (HR) Analytics as a strategic approach to enhancing employee experience in organizational settings. The growing complexity of the business environment and the increasing demand for data-driven decision-making have encouraged organizations to utilize HR Analytics in managing human resources more effectively. This research employs an integrative literature review method to synthesize findings from previous empirical and conceptual studies published between 2014 and 2024. The review process was conducted systematically through article identification, selection, thematic analysis, and synthesis of findings. The results indicate that HR Analytics contributes positively to employee experience by improving employee engagement, performance management, and retention strategies. Furthermore, organizational culture, leadership commitment, and technological readiness are identified as key moderating factors influencing the successful implementation of HR Analytics. This study provides theoretical contributions by strengthening the conceptual relationship between HR Analytics and employee experience, as well as practical implications for organizations seeking to design data-driven human resource management strategies.

This community service program aims to improve the entrepreneurial skills of high school students through the understanding and application of SMART Goal Setting. The activities were carried out in the form of workshops, group discussions, and intensive mentoring for eleventh-grade students. Data were collected through observations, short interviews, participant reflection notes, and documentation of business plans. Analysis was conducted using descriptive qualitative methods, emphasizing the participants' experience patterns and behavioral changes after participating in the program. The results showed that students were better able to formulate specific, measurable, realistic, relevant, and time-bound business goals. In addition, participants reported increased self-confidence, regularity in developing business steps, and awareness of the importance of structured planning. These findings confirm the relevance of implementing SMART Goal Setting in high school entrepreneurship education as a practical strategy that can support the emergence of aspiring young entrepreneurs.

The development of the retail sector, especially with the rise of modern retail and franchise minimarkets, encourages small-scale retail businesses to adapt through effective marketing strategies. This study aims to analyze the implementation of retail promotion management at Toko SRC Satria and its role in increasing consumer buying interest and loyalty. Using a qualitative approach with a descriptive method, data was collected through observations, in-depth interviews, and documentation with the store owner and consumers. The results show that Toko SRC Satria has implemented a planned retail promotion management strategy, even on a small scale, including neat product arrangement, attractive display usage, discounts, bundled offers, and intense direct communication between the store owner and consumers. The application of these strategies creates a comfortable shopping experience and increases consumer interest in making purchases. This study also shows that retail promotion management contributes to increasing buying interest, as seen in the stable frequency of visits and the tendency for repeat purchases. A personal approach and friendly service are important factors in building consumer loyalty. The implications of this study suggest that simple yet targeted retail promotion management can enhance competitiveness and support the sustainability of businesses amid fierce competition.

This study aims to review the perspectives of MSME owners in the Gonilan area, particularly regarding part-time workers and their use in improving operational cost efficiency. The Gonilan area is known to have many MSMEs operating in various sectors, making this study relevant for understanding the challenges they face. A qualitative method was chosen so that the researcher could conduct in-depth interviews with three MSME owners. The informants were selected because they employed both full-time and part-time workers. The interview results showed that part-time workers were effective in reducing operational costs, such as more flexible hourly wages, although there were some disadvantages. The main disadvantages of part-time workers included lack of experience and limited working hours, which could be overcome through extra training and clear task distribution so that they could focus and increase productivity. The study concluded that the use of part-time workers has a significant impact on the operational cost efficiency of MSMEs, helping owners navigate the market without excessive financial burdens and encouraging long-term business growth.

This community service activity aims to strengthen the marketing strategy of FUNN Maumere as a culinary business operating in an increasingly competitive market environment. The program was conducted using a qualitative descriptive approach through field observations, interviews with business owners and employees, and direct mentoring in implementing more effective marketing strategies. The results indicate that FUNN Maumere has applied a combination of traditional and digital marketing strategies, including brochure distribution and active promotion through social media platforms such as Instagram, TikTok, and Facebook. The mentoring activities focused on optimizing digital marketing, improving service quality, and strengthening brand consistency. These efforts contributed positively to increased brand awareness, customer interest, and wider promotional reach. However, sales performance remains fluctuative due to external factors, such as weather conditions and differences in outlet location characteristics. Therefore, this community service emphasizes the importance of continuous product innovation, enhancement of customer experience, and optimization of digital marketing strategies to reduce dependency on external conditions. This activity is expected to serve as a practical reference and mentoring model for other culinary MSMEs in developing adaptive, innovative, and sustainable marketing strategies to improve competitiveness and business continuity.

Women micro, small, and medium enterprises (MSMEs) play a strategic role in strengthening both family and community economies; however, they experience to obtain fundamental skill in financial management. One of the main problems is the mixing of personal and business finances, which turn into challenges for entrepreneurs to monitor business performance and to address access financing. This community service activity aims to improve insight of women entrepreneurs in Medan regarding the importance of separating personal and business finances through simple, practice-based training. The activity was conducted in 7 November 2025 in Medan and was attended by 150 women MSME participants from a local entrepreneurship community. The training was held for one day using interactive lectures, group discussions, and hands-on cash recording exercises. The results showed a significant improvement in participants’ understanding of financial separation concepts and their ability to record business transactions. A total of 85% of participants were able to create a simple cash record format and expressed a commitment to applying separate financial practices. This activity contributed to improving the financial literacy of women micro-entrepreneurs and strengthening their managerial capacity toward sustainable business growth.