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

In the era of globalization and intense business competition, the quality of products and services is crucial for competitiveness, particularly for Micro, Small, and Medium Enterprises (MSMEs) like Angkringan, a traditional culinary business in Indonesia. The article explores Total Quality Management (TQM) as a strategy for these businesses to enhance operational efficiency, reduce waste, and improve customer satisfaction. The study involved direct interviews with the owner of Angkringan D’Amerta to analyze TQM application covering quality control procedures, customer satisfaction, and continuous improvement. Results indicated a deeper understanding of customer preferences and the importance of maintaining quality standards through the training of staff and development of operational procedures. The findings suggest that effective quality management can significantly enhance business performance and customer engagement in the digital era. The paper advocates for routine training, implementation of standard operating procedures, and regular quality assessments to ensure consistent service and product quality.

This study aims to enhance the competitiveness and market reach of Micro, Small, and Medium Enterprises (MSMEs) in Kedungjambe Village through the optimization of social media marketing and e-commerce platforms. The primary challenge faced by MSMEs is limited consumer visibility due to ineffective promotional and marketing strategies. The proposed solution includes training on digital marketing strategies utilizing social media platforms like WhatsApp Business for interactive communication with customers and leveraging the features of the Shopee e-commerce platform to expand market reach. MSME participants were trained to create engaging promotional content, utilize WhatsApp Business broadcast features to foster customer engagement, and effectively manage online stores on Shopee, including crafting informative product descriptions, managing inventory, and analyzing sales performance. A simulation of digital marketing through Shopee was conducted to provide hands-on experience for the business owners. The results of the program demonstrated a significant improvement in MSME competitiveness, brand awareness, customer engagement through social media, and sales volume on Shopee.  

This community service initiative aims to enhance the brand awareness and market competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Kedungjambe Village through digital marketing strategies. The study addresses the primary issue of limited consumer visibility, which hinders MSME growth. Training sessions were conducted to optimize the use of WhatsApp Business for effective customer communication and the Shopee e- commerce platform to expand market reach. MSME participants were guided in creating engaging promotional content, utilizing WhatsApp's broadcast features for direct interactions, and managing online stores on Shopee, including product descriptions, inventory, and sales analytics. Practical simulations on Shopee's features were provided to strengthen participants' understanding of e-commerce as a strategic sales channel. The results demonstrated a significant improvement in brand visibility, customer engagement, and sales performance among participating MSMEs. This initiative highlights the effectiveness of leveraging digital platforms like WhatsApp Business and Shopee to enhance MSME competitiveness, offering a sustainable model for rural business development.

This study explores digital marketing strategies employed by Small and Medium Enterprises (SMEs) to enhance customer engagement in an increasingly competitive business environment. By leveraging tools such as social media, email marketing, content marketing, and search engine optimization (SEO), SMEs can establish stronger connections with their target audience. The research highlights key practices, including personalized communication, interactive content, and data-driven decision-making, which contribute to customer loyalty and retention. Furthermore, challenges faced by SMEs, such as limited budgets and technological expertise, are discussed alongside potential solutions. The findings provide actionable insights for SMEs to optimize their digital marketing efforts and foster long-term customer relationships.  

This research explores the implementation of computer vision technology in AI-based e-commerce platforms to enhance product identification and improve user experience. The study specifically examines the use of deep learning algorithms, particularly Convolutional Neural Networks (CNN), to automate product recognition and classification. The results indicate that AI-driven image search features significantly increase the speed and accuracy of product search, leading to greater customer engagement. However, challenges such as the need for high-quality datasets, varying image quality, and high initial investment costs were identified as barriers to effective implementation. The findings suggest that overcoming these obstacles can lead to improved operational efficiency and customer satisfaction. The success of AI in e-commerce depends on robust infrastructure, data quality, and skilled workforce training.

The culinary industry in Indonesia is one of the fastest-growing sectors of the creative economy, contributing approximately 41% to the total GDP of the creative economy in 2020. However, product marketing challenges remain a significant obstacle for Micro, Small, and Medium Enterprises (MSMEs) in this sector. Issues such as limited marketing skills, intense competition, and restricted access to digital technology hinder MSMEs' competitiveness. Mie Ayam Pak Sorodi, as one of the MSMEs, faces challenges in digital marketing, including the absence of digital payment systems and social media platforms. This community service aims to assist the MSME in adopting digital transformation by creating social media profiles, adding business locations to Google Maps, and implementing QRIS payment systems. The methods include direct mentoring and technical training for business owners. The results indicate an improvement in market reach, customer engagement, and operational efficiency. This digital transformation is expected to enhance competitiveness and business sustainability in an increasingly competitive market (Ftindustri, n.d.).

This research discusses the communication strategy between sellers and buyers on social media as part of an effective marketing strategy. Social media has become a key platform in modern marketing due to its ability to create direct interaction and build relationships between sellers and buyers. The communication strategies applied include the use of relevant content, personal approach, quick response, and utilization of interactive features of social media. The results show that effective communication can increase customer engagement, build trust, expand market reach, and drive increased sales. However, there are challenges in maintaining communication consistency and facing increasing competition in the digital world. Therefore, an innovative and customer-focused approach is required to achieve success in marketing through social media. Communication strategies between sellers and buyers on social media play an important role in supporting the success of marketing strategies in the digital age. Social media has evolved into a major platform for direct interaction between sellers and buyers, offering ease of access, wide reach, and cost-effectiveness compared to traditional marketing methods. This research explores the various communication strategies used by sellers to build relationships with buyers, including the use of relevant and engaging content, a data-driven personalized approach, and prompt responses to customer needs and questions. This research concludes that an effective communication strategy on social media serves not only as a promotional tool, but also as a means to build long-term relationships between sellers and buyers. With the right approach, social media can be a powerful platform to support marketing success, increase customer satisfaction, and achieve overall business goals.

In today's increasingly competitive digital business environment, entrepreneurs must develop smarter and more effective marketing strategies to promote their products. Food vloggers play a pivotal role by influencing their followers through social media content, particularly culinary reviews and personal experiences with food products, which encourage followers to purchase the recommended items. This study investigates the impact of marketing content and customer engagement on the purchase intentions of followers of the @sigerfoodies Instagram account.  Using a quantitative research approach, data were collected through questionnaires, employing a non-probability sampling method with a purposive sampling technique. The sample consisted of 140 respondents. Data analysis, including instrument validity, normality tests, multiple linear regression, and hypothesis testing, was conducted using SPSS 26. The findings indicate that both marketing content and customer engagement of @sigerfoodies significantly and positively affect the purchase intentions of culinary products in Bandar Lampung. To enhance its influence, Sigerfoodies is encouraged to organize giveaways, share engaging culinary facts, and foster interactions with followers to strengthen long-term relationships.

This research aims to determine the analysis of increasing customer engagement with brand experience and visual brand communication (survey of Scarlett Whitening users in Tasikmalaya City, West Java). The method used in this research is causality through a survey approach. With a research sample of 100 Scarlett Whitening users in Tasikmalaya City, West Java. The data used is primary data. The analytical tool used in this research is multiple regression using SPSS 26.0. The research results show that the Brand Experience obtained from the Brand Experience of Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Visual Brand Communication at Scarlett Whitening di Kota Tasikmalaya Jawa Barat has good assessment criteria, Customer Engagement for Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Together Brand Experience and Visual Brand Communication have a significant influence on Customer Engagement. Partially, Brand Experience has a significant influence on Customer Engagement. Partially, Visual Brand Communication has a positive and significant effect on Customer Engagement.

The emergence of financial technology (fintech) has brought significant disruption to the conventional banking industry. Fintech offers faster, cheaper and more accessible financial services, which appeal to many customers, especially the younger generation. This study aims to analyse the impact of fintech on the future of conventional banking, with a focus on Bank Mandiri, one of the largest banks in Indonesia. The results show that fintech has a significant impact on various aspects of conventional banking, including: 1) Products and services. Fintech offers innovative and diverse financial products and services that conventional banks cannot access. 2) Distribution channels: Fintechs utilise digital technology to reach customers directly, without the need for physical branches. 3) Business model. Fintech has a more efficient and cost-effective business model compared to conventional banks. 4) Customer engagement. Fintech offers a more personalised and interactive customer experience. Bank Mandiri shows that the bank has taken various strategic steps to face competition with fintech, such as: developing digital services, collaborating with fintech startups, improving operational efficiency. Disputes between fintech consumers and fintech service providers can be resolved through: negotiation, mediation, arbitration, court and legal comparison with default. In addition, we also highlight the need for collaboration between government agencies, industry players, and the tech community to develop a comprehensive and adaptive regulatory framework.

This final project is created to fulfill the graduation requirements for a Bachelor's degree in Digital Marketing at FEB UNPAD. This final project is designed to help Bakso Malang Jezzy increase its sales, which have declined over the past 3 years. The researcher hopes that this project can provide a reference for food and beverage business owners to improve conversion rates using digital marketing strategies. Bakso Malang Jezzy has 18 branches spread across Bekasi City and Bogor Regency. Bakso Malang Jezzy operates differently from other Bakso Malang vendors by using a buffet technique. Additionally, the production house for all Bakso Malang Jezzy branches is centralized at Jl. Payangan Mess. Al, Jatisari, Jatiasih, Bekasi, West Java, which serves as the meat processing and quality control center. The proposed digital marketing strategy includes the use of social media such as TikTok and Instagram, as well as search engine optimization and content marketing to increase visibility and customer engagement. With this strategy, Bakso Malang Jezzy is expected to increase sales conversions and strengthen its market position. The theoretical benefits of this project include contributions to the digital marketing literature, while the practical benefits include increased sales and brand positioning for Bakso Malang Jezzy.

This study explores the significant role of digital trust and transparency in fostering customer loyalty in online banking services. As the financial sector increasingly shifts towards digital platforms, understanding the dynamics of customer retention becomes crucial for banking institutions. The research adopts a quantitative approach, using a survey questionnaire distributed to over 200 participants with experience in digital banking services. The findings reveal that both digital trust and transparency are pivotal in shaping customer loyalty. Specifically, digital transparency-in areas such as data security, privacy, and operational clarity-was found to have a stronger correlation with customer retention than trust alone. The study emphasizes that transparency not only boosts customer confidence but also strengthens long-term loyalty by reducing perceived risks and uncertainties. Additionally, the research highlights that customer engagement, driven by transparent communication and reliable services, plays a significant role in mediating the relationship between transparency and loyalty. The study further discusses the implications for banking institutions, suggesting that focusing on transparent practices, clear communication about security measures, and data usage can lead to enhanced customer satisfaction and long-term retention. Future research could investigate the impact of cultural differences on digital trust and transparency in banking, as well as explore the role of emerging technologies like blockchain in furthering transparency and trust in financial transactions.

In the digital era that continues to develop, digitalization is a crucial aspect for business transformation in various sectors, including the coffee shop industry. This study investigates the influence of digitalization on the coffeeshop business by taking a case study at AADK Malang. This research identifies the challenges and incentives faced by AADK in adopting digital technology, as well as its impact on an inclusive business environment. Through bibliometric analysis and case studies, it was found that digitalization provides significant benefits in the form of increased operational efficiency and expanded customer reach, but also raises challenges such as initial investment costs, data security and system integration. The results of this research are that the challenges faced in implementing digitalization include significant initial investment costs, system integration difficulties, employee training, data security, and changes in organizational culture. However, the drive to adopt inclusive business models through digitalization is also strong, including increased accessibility, better customer engagement, operational process optimization and market expansion    

This study aims to analyze the effect of product label perception and product quality on purchasing decisions of UMKM (Micro, Small, and Medium Enterprises) culinary products, with trust acting as an intervening variable in Pasuruan City. The research employs a quantitative approach with a survey method to gather data from culinary product consumers. The study investigates how consumers' perceptions of product labels and the quality of culinary products influence their purchasing decisions. Furthermore, it explores the role of trust in mediating these relationships. The results of this study are expected to provide valuable insights for UMKM businesses in Pasuruan to improve their marketing strategies, product offerings, and customer engagement by focusing on enhancing product labels, product quality, and building trust with consumers.

Customer engagement is a crucial component of successful e-commerce platforms in the digital age, especially in rapidly growing regions like Southeast Asia. This research analyzes engagement strategies used by top e-commerce companies to retain customers and increase brand loyalty. Using a case study approach, data were collected from various platforms, focusing on user experience, loyalty programs, and digital marketing tactics. The findings reveal that personalized marketing and seamless mobile integration play significant roles in customer engagement. The paper concludes with recommendations for e-commerce businesses looking to improve customer interaction and loyalty in competitive digital landscapes.

This study investigates the influence of digital transformation on the growth and competitiveness of small and medium enterprises (SMEs) in emerging economies. Using a mixed-method approach, the research explores how digital tools improve operational efficiency, market access, and customer engagement. Findings highlight that while digital adoption increases profitability, challenges such as technological gaps and regulatory barriers persist. The study offers practical recommendations for policymakers and business owners to enhance digital readiness.

This study aimed to assess the impact of cognitive involvement, affective involvement, and customer behavioral involvement on online purchase intentions, with customer experience as a mediator on the Shopee application in Medan City. The research included 130 respondents from Medan City, selected using purposive sampling. Data analysis was conducted using the SMARTPLS version 3.0 program, employing Structural Equation Modeling (SEM), measurement models (outer models), structural measurements (inner models), and hypothesis testing. The results indicated that customer cognitive involvement had a positive but insignificant effect on customer experience. Affective and behavioral involvement had a positive and significant effect on customer experience. Both cognitive and behavioral involvement had a positive and significant effect on online purchase intentions, while customer affective involvement had a positive but insignificant effect on online purchase intentions. Furthermore, customer experience had a positive and significant effect on online purchasing intentions. It was found that customer experience was unable to mediate the influence of customer involvement on online purchasing intentions. However, customer experience was able to mediate the influence of affective and behavioral customer involvement on online purchasing intentions. Hence, businesses using the Shopee application can enhance customer engagement and leverage technological advancements to attract purchasing intentions by introducing additional features with creativity and openness.

The development of internet technology has initiated the era of industrial revolution 4.0 in the current digital era, where easy and fast access to information has changed the marketing paradigm. The aim of this research is to find out how effective digital marketing strategies are for tenants to reach new markets, the challenges they face when implementing them, how tenants understand the behavior and preferences of target markets in a digital context, and evaluate how effective digital marketing strategies are. In addition, the role of content and platforms in expanding the market will be discussed. This research method is descriptive qualitative, data collected through structured interviews and direct observation with tenants. The research results show that content that is innovative, informative and relevant to the target audience is very important for the success of a tenant's digital marketing strategy. Additionally, it is very important to understand the behavior and preferences of the target market. Tenant measures the success of their strategy by looking at web traffic, revenue, leads, and customer engagement. Primary focus is given to creating high-quality content and developing effective marketing strategies by understanding customer behavior and using appropriate technology. Digital content marketing strategies have proven effective in increasing tenant brand visibility in new markets. This research provides deeper insight into the digital marketing strategies used by tenants, as well as how these strategies can be adapted to the needs and preferences of the target audience to achieve marketing goals.

This study aims to identify the influence of credibility dimensions (attractiveness, trustworthiness and expertise) of influencers on intention to buy on "Safi-Skincare" products. The type of data used is primary data, which refers to information obtained directly from research subjects through measurement tools or data collection methods. In this study, we obtained data by circulating questionnaires to 250 respondents aged 16 to 35 years, and then this data was analyzed using Statistical Package for the Social Sciences (SPSS) software. The results of this research analysis show that there is a positive and significant influence between the dimensions of credibility (attractiveness and expertise) of an influencer on purchase intention, except for the dimension of trust in influencer credibility. There is a positive and significant influence between the dimensions of credibility (attractiveness, trustworthiness and expertise) of an influencer on online customer engagement. There is a positive and significant influence between online customer engagement and purchase intention. This research has the potential to be expanded to present greater variation and increase the validity of existing theories. This can be achieved through the development of research objects, increasing the number of respondents, more in-depth research on various aspects of influencer credibility dimensions, as well as more detailed research on the influence of influencer credibility.