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The integration of green marketing into corporate strategies represents a paradigmatic shift in responding to global sustainability issues while enhancing competitiveness and socio-ecological commitment. With the rapid growth of literature in this field, a systematic analysis is required to map its conceptual evolution and strategic directions. This study presents a bibliometric analysis of global research trends in green marketing, aiming to identify the intellectual structure, thematic evolution, and knowledge development over the period 2017–2024. Using the Scopus database and the Biblioshiny and VOSviewer tools, 275 peer-reviewed articles were examined through quantitative bibliometric mapping techniques. The analysis reveals an annual publication growth rate of 15.27%, with dominant themes such as “sustainability,” “green marketing,” and “sustainable development.” Thematic mapping visualizations indicate a shift in research focus from product-related technical issues to strategic, social, and consumer behaviour dimensions. Five major thematic clusters were identified, reflecting interdisciplinary approaches encompassing digital marketing strategies, consumer behaviour, corporate social responsibility, supply chain management, and environmental ethics. These findings underscore the significance of integrating green marketing as a sustainable business strategy, not only to enhance corporate image but also to foster more environmentally responsible consumer behaviour. The study provides a conceptual foundation for future inquiries and strategic implications for business practices, affirming the role of green marketing as a catalyst for organizational transformation toward environmental and social sustainability.

This community service (PKM) aims to improve the English language competency of students of SMK Negeri 3 Palangka Raya specifically English For Specific Purpose (ESP). The increasingly global needs of the fashion and textile industry, both for export and import and interaction with foreign clients, require graduates to have English communication skills that are not only general, but also specific according to the terminology of design, production, and marketing of fashion products. The methods used are interactive training, and Role-Play simulations, and direct practical assistance with a focus on design presentations, negotiations with clients or suppliers, and technical terminology for sewing patterns in English. The results of the PKM show an average increase in specific vocabulary mastery of 25% as well as a significant increase in student self-confidence in using English for work scenarios, as well as a better understanding of professional terms in the field of Fashion Design. This activity is recommended to be continued as a regular school program to bridge the gap between the general English curriculum and the demands of actual work competencies in the fashion industry

MSMEs play a vital role in Indonesia's economy, society, and culture. However, some MSMEs, such as "Madu Sumbawa" in Sumbawa Regency, still face challenges in marketing, packaging, and product labeling. Therefore, mentoring activities are conducted to improve the quality and competitiveness of these MSMEs. The approach implemented includes focus group discussions and interviews with MSME owners, as well as mentoring in marketing strategies, packaging, and product labeling. Results achieved include the establishment of a structured marketing system, both online and offline, the use of packaging with digital printing technology, and attractive product labeling that complies with applicable regulations. This mentoring aims to provide added value to MSMEs, so they can be more competitive in local and global markets with more attractive and standard-compliant products. In addition, with this mentoring, MSMEs can improve their ability to utilize digital media, expand market reach, and enhance product image, which will increase competitiveness in an increasingly competitive market.

Sharia-based Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting national economic growth and developing a competitive halal value chain, yet they still face challenges such as limited digital literacy, restricted access to halal certification, and insufficient marketing strategies aligned with sharia principles. This study aims to analyze the readiness of Sharia MSMEs in utilizing e-commerce platforms as a medium for halal product marketing through a systematic literature review of 50 articles from accredited national journals and reputable international publications. The findings reveal that Sharia MSME readiness is influenced by internal factors, including digital literacy, halal certification, branding strategies, and sharia compliance, as well as external factors such as government policies, digital ecosystem support, and consumer trust. The study highlights the importance of accelerating halal certification, strengthening human resource capacity, and implementing value-based marketing strategies to enhance competitiveness. The implications suggest that synergy among MSMEs, government, and digital platform providers is essential to create an inclusive and sustainable halal ecosystem, enabling Sharia MSMEs to compete effectively in both local and global markets.

This study investigates the comparative effectiveness of three primary organizational structures—functional, product-based, and geographic—in facilitating global marketing strategies. Employing a qualitative methodology through in-depth case studies of six multinational corporations across the technology, pharmaceutical, and consumer goods sectors, the research highlights the nuanced interplay between organizational design and strategic marketing execution. Findings indicate that no single structure universally outperforms the others; rather, effectiveness is contingent upon specific contextual factors such as product complexity, market diversity, and the degree of global integration versus local responsiveness required. Functional structures tend to support centralized control and efficiency, while product-based structures enhance innovation and brand focus. Geographic structures, on the other hand, offer adaptability to regional market dynamics. The study underscores the importance of strategic alignment between organizational form and marketing objectives, suggesting that hybrid or flexible configurations may offer optimal outcomes in dynamic global environments. These insights provide actionable guidance for decision-makers in selecting or adapting organizational structures to better support international marketing efforts. Ultimately, the research contributes to a deeper understanding of how structural choices influence global competitiveness and responsiveness, offering a framework for organizational design that aligns with evolving market demands and strategic priorities.

This study analyzes the role of millennials and Gen Z in driving the growth of halal e-commerce in Indonesia. The global halal industry is projected to reach US$3.36 trillion by 2028, underscoring the importance of strengthening halal e-commerce in Indonesia, which has the largest Muslim population in the world (Kawsar, 2025). Millennials and Gen Z are the dominant users of the internet and digital marketplaces, thus playing a strategic role in expanding the digital halal economic ecosystem. This study uses a qualitative approach with literature studies and in-depth interviews with consumers and halal digital business actors. The analysis focuses on digital behavior, halal product preferences, and awareness of sharia economic principles. The results show that millennials and Gen Z contribute through three main roles. First, as smart consumers who show high preference and loyalty to certified halal products. Second, as creative business actors who create sharia startups and marketplaces with innovative digital marketing strategies. Third, as agents of change who promote digital halal literacy and strengthen public awareness of the importance of halal products and services. In conclusion, the role of these two generations is not only in consumption, but also in creating a sustainable digital halal business ecosystem, strengthening Indonesia's competitiveness in the global halal industry, and supporting national sharia economic development.

Sustainable tourism aims to maximize the potential of travel destinations while maintaining a careful balance between social, economic, and environmental factors, and coastal tourism such as that found at Mutun Beach in Lampung illustrates both the promise and the urgency of this approach. Coastal tourism is one of the fastest-growing segments of the global travel industry, offering visitors natural beauty, recreational activities, and cultural experiences that generate significant income for local economies. In Indonesia, beaches are major attractions that can boost regional development through job creation, small business opportunities, and improved infrastructure. Mutun Beach, a well-known coastal destination on the southern coast of Sumatra, contributes greatly to the Regional Original Income (PAD) of Lampung Province and provides livelihoods for surrounding communities. Yet despite its popularity, the area continues to face persistent problems such as weak administrative management, limited community participation, inadequate facilities, and signs of environmental degradation, all of which threaten its long-term sustainability. This service project therefore focuses on designing a comprehensive plan for sustainable tourism growth at Mutun Beach for the 2025–2030 period. A participatory strategy is employed through Focus Group Discussions (FGD) involving local government, tourism stakeholders, community members, academics, and potential investors to ensure inclusive decision-making. The resulting five-stage roadmap emphasizes strengthening tourism regulations, constructing eco-friendly infrastructure, empowering residents with training and entrepreneurial opportunities, creating tourism products that highlight environmental and cultural values, and adopting digital marketing to reach broader audiences. Success indicators include increased regional revenue, rising visitor numbers, higher tourist satisfaction, and measurable improvements in coastal environmental health. Implementing this roadmap is urgent because coastal tourism directly supports economic growth, provides steady employment, and safeguards natural resources, ensuring that Mutun Beach remains both competitive and environmentally resilient for generations to come.

Competition in recruiting high-quality talent has intensified due to the advancement of digital technology, globalization, and the shifting preferences of younger generations in choosing their workplace. Traditional recruitment models are no longer sufficient, requiring companies to integrate employer branding with recruitment marketing strategies to attract potential candidates effectively. This study aims to analyze how PT Surya Pratista Hutama (SUPRAMA), a food manufacturing company, implements employer branding to strengthen its corporate image and enhance recruitment effectiveness. The research employed a qualitative descriptive method through observation, interviews, and documentation studies with the Human Capital and Corporate Communication Division. The findings reveal that SUPRAMA’s employer branding strategy is carried out through organizational culture strengthening, the use of digital platforms, consistent visual identity, and collaboration with educational institutions. The integration of these strategies has proven to increase the number of qualified applicants, improve candidate experience, and enhance the company’s reputation as an employer of choice. However, challenges remain in maintaining consistent branding communication and developing innovative digital content. This study concludes that employer branding is not merely a communication tool but also a long-term investment in human resource management.

This study aims to describe the implementation of the Pancasila Student Profile Strengthening Project (P5) through the entrepreneurship theme at SMP Negeri 5 Kota Bengkulu and to identify its supporting and inhibiting factors. P5 is a program within the Merdeka Curriculum that emphasizes project-based learning to foster 21st-century skills and character, which include the dimensions of faith, global diversity, cooperation, independence, critical thinking, and creativity. This research employed a descriptive qualitative method with data collected through interviews, observations, and documentation. The findings reveal that the implementation of P5 was systematically carried out in planning, implementation, and evaluation stages. In the entrepreneurship theme, students were engaged in designing, producing, and marketing cassava chips. These activities enhanced entrepreneurial skills while also promoting independence, creativity, collaboration, and responsibility. The main supporting factors included strong leadership commitment, teacher creativity, availability of simple facilities, and involvement of parents and the local community. On the other hand, inhibiting factors identified were limited teacher training, a short project duration, minimal production resources, and the absence of standardized evaluation instruments. Overall, the implementation of P5 through the entrepreneurship theme successfully provided meaningful learning experiences that not only strengthened students’ understanding of entrepreneurship but also integrated Pancasila values into daily practice. The results of this study may serve as a reference for other schools in developing contextual P5 projects oriented toward character building.

This Community Service Program (PKM) was implemented at UMKM Wedang Rempah 3 Putri Sukoharjo with the aim of enhancing competitiveness through the application of e-prospek, strengthening digital marketing, and product diversification into ready-to-drink (RTD) beverages. The program employed mentoring, training, and hands-on practice, engaging UMKM actors actively from the planning stage to implementation. The results show that the use of the e-prospek application successfully expanded market access, digital marketing improved promotional effectiveness, and RTD product diversification attracted modern consumers who value practicality and health benefits. Beyond the economic impact of increased sales, the program fostered digital awareness, local leadership, and community independence. Theoretically, these findings reinforce the literature on the significance of digital transformation and product innovation in community-based MSME empowerment. This program is recommended for sustainable development through enhanced digital literacy, stronger local branding, and multi-stakeholder collaboration to establish an adaptive, innovative, and competitive MSME empowerment model.

TikTok has emerged as one of the most influential social media platforms, forming a global online community that penetrates diverse industries, including skincare. In Indonesia, skincare ranks among the most discussed topics on TikTok, which makes the platform a significant channel for influencing consumer behavior. This study aimed to analyze how TikTok content shapes consumer purchasing decisions for skincare products in Indonesia. A qualitative method was applied using in-depth interviews with 12 respondents representing young adult consumers familiar with skincare products. The findings highlight several insights. First, TikTok content positively influences the problem recognition stage, helping consumers become more aware of their skincare needs. Second, TikTok was identified as the second most used social media source for skincare-related information, though its credibility is perceived only at a moderate level. Third, the platform plays a moderate role in the evaluation of alternatives, where consumers compare and consider skincare products. However, nearly half of the respondents reported a gap between information obtained from TikTok and actual product performance, resulting in disappointment and reluctance to share their experiences on the platform. Moreover, respondents revealed clear preferences regarding content: (1) comparative content showcasing product performance, (2) detailed content discussing product features, and (3) content providing tangible proof of effectiveness. These findings emphasize the dual role of TikTok as both an influential information source and a platform with credibility challenges. The study contributes to a better understanding of digital consumer behavior in Indonesia’s skincare industry. It also provides practical recommendations for marketers to design more transparent, credible, and consumer-oriented TikTok marketing strategies.

The footwear industry has experienced significant growth, particularly in the fashion segment, where shoes are no longer considered solely as functional items but also as lifestyle products that reflect personal identity and social expression. Among various global brands, Dr. Martens has become one of the premium footwear products with a distinctive image and loyal consumer base. This study aims to examine the influence of Product Quality, Brand Image, and Brand Awareness on Purchasing Decisions of Dr. Martens shoes in Jakarta. The research employed a quantitative method with non-probability sampling, using the accidental sampling technique. The population consisted of consumers who had purchased Dr. Martens shoes, and a total of 100 respondents were collected through questionnaires distributed among university students. The instrument used was a Likert scale questionnaire, and the data were analyzed using multiple linear regression with SPSS version 22. The findings show that Product Quality and Brand Awareness have a positive and significant influence on Purchasing Decisions, while Brand Image does not show a significant effect. These results indicate that consumers are more influenced by tangible product attributes and the level of brand recognition than by brand perception alone. This highlights the importance for premium footwear companies to maintain consistent product quality and strengthen brand awareness strategies, especially through digital marketing channels, to influence purchase behavior. The study contributes to the literature on consumer behavior and provides practical insights for fashion industry players to formulate effective marketing strategies in a competitive market.

The international expansion of local brands into global markets is becoming increasingly relevant in the era of globalization. This research analyzes the international market expansion strategy implemented by the Eiger brand, particularly in the context of opening its first retail store in Interlaken, Switzerland. Using a qualitative approach with descriptive-analytical research design, this study examines market penetration strategies, marketing mix implementation, digital brand identity development, and key success factors of Eiger's expansion. The results show that Eiger's success in entering the European premium market was supported by strategic location selection, proper market entry timing, and effective product adaptation for the target market. Comprehensive marketing mix implementation, supported by strong digital communication strategies, played a significant role in building brand presence in the international market. Key success factors include strong internal capabilities, effective network development, and appropriate cultural adaptation strategies. This research provides theoretical contributions to the development of international expansion models for brands from developing countries and provides practical lessons for Indonesian companies planning similar expansions.

The K-Pop music industry has experienced tremendous growth and emerged as a global phenomenon, impacting other sectors, including the souvenir industry. The allegiance of devoted K-Pop enthusiasts significantly influences the purchase of memorabilia associated with their heroes. K-Pop memorabilia serves not merely as commodities, but also as emblems of cultural identity for enthusiasts. Consequently, SMEs involved in souvenir production possess significant potential to enhance the competitiveness of their products in both home and international markets. This study seeks to examine the influence of K-Pop fan devotion on the competitiveness of souvenir products and to identify business strategies that SMEs, like Zonnebloem Souvenir, can implement to compete in the worldwide market. Employing qualitative methodologies alongside the Business Model Canvas (BMC) and SWOT analysis to assess the business model of Zonnebloem Souvenir. Data was collected by observation, interviews, and documentation, then analyzed to formulate a business development strategy. The data indicates that Zonnebloem Souvenir has effectively leveraged K-Pop fan loyalty via product innovation and digital marketing, enabling international marketability. Zonnebloem enhances competitiveness by diversifying distribution channels, elevating product quality, and perpetually innovating in response to the burgeoning K-Pop trends in the global market.

Afrianto, A., Parjito, P., Rahma, E. A., & ... (2023). Rintisan desa cerdas: Penguatan literasi digital bagi Karang Taruna Neba. Prosiding Seminar.... https://e-journal.unmas.ac.id/index.php/senadiba/article/view/8417 Akbarinasasi, A., & Panduwinata, L. F. (2023). Pengaruh pengetahuan kewirausahaan, social skill, dan peluang usaha terhadap keberhasilan usaha angkringan. Nomicpedia: Journal of .... https://journal.inspirasi.or.id/nomicpedia/article/view/232 Anisti, A., Sidara, S., Veranus, V., & Imran, M. S. (2024). Tantangan literasi digital generasi Z: Kajian systematic literature review. Media Bahasa, Sastra, dan Budaya Bahana, 30(2), 152–161. https://doi.org/10.33751/wahana.v30i2.11870 Aribawa, D. (2016). Pengaruh literasi keuangan terhadap kinerja dan keberlangsungan UMKM di Jawa Tengah. Jurnal Siasat Bisnis, 20(1), 1–13. https://doi.org/10.20885/jsb.vol20.iss1.art1 Erstiawan, M. (2021a). Good corporate governance penyelenggara pendidikan dalam perspektif agency theory. 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Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

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.

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.

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM).  The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.

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.