Publication Search

SMEs play an important role in Indonesia's economy, one of which is the woodcraft industry that has great potential for export. Putra Mandiri Woodcraft (PMW) faces sales instability, ranging from 30% to 145.48% of the set target, which affects production efficiency. This study aims to formulate an effective marketing strategy to increase sales volume and business competitiveness. The methods used in this study include the IFE and EFE Matrix analysis to identify internal and external factors affecting the company, SWOT analysis to formulate various strategies, and QSPM to determine strategy priorities based on the Total Attractiveness Score (TAS) value. The analysis results show that Putra Mandiri Woodcraft has an IFE score of 2.70 and an EFE score of 2.80, indicating that the company's internal condition is quite strong, although the response to external factors is still moderate. The company's main strengths lie in product quality and consumer trust, while its weaknesses are the lack of innovation in product design. Based on the SWOT analysis results, eight potential strategies were found, and the QSPM shows that expansion through a marketplace based on product quality and more varied designs is the main priority with a TAS value of 6.16.

The transition toward sustainable energy systems requires the transformation of renewable energy marketing strategies, particularly for waste-based energy. This study aims to analyze the effects of green marketing, stakeholder collaboration, and technological innovation on the marketing effectiveness of waste-based energy, with customer satisfaction as an intervening variable. A quantitative approach with a survey design was used. Data were collected from 300 respondents, comprising consumers and stakeholders at PT PLN (Persero) ’s waste-based energy processing units. Structural Equation Modeling (SEM) was used to analyze the data. The results indicate that green marketing, stakeholder collaboration, and technological innovation significantly influence customer satisfaction and the effectiveness of marketing. Furthermore, customer satisfaction significantly mediates the relationship between independent variables and marketing effectiveness. These findings emphasize the importance of integrating sustainable marketing strategies, multi-stakeholder synergy, and innovative technologies to enhance the competitiveness of waste-based energy products in the market. This study contributes to the theoretical development of renewable energy marketing models and provides practical implications for policymaking and green energy marketing strategies in Indonesia.

Economic development in rural areas, specifically, aims to improve community welfare. However, in practice, many challenges remain, such as limited technical skills, minimal innovation, and low community capacity to create and develop productive businesses. One way to address these challenges is through human resource empowerment. Gunung Tinggi Village has the potential to develop creative businesses, particularly among housewives, such as dishwashing soap. This product is a household necessity that is used routinely, so demand tends to be sustainable. Therefore, a SWOT analysis was used to provide sustainability recommendations for this business. The methods used included service learning (SL) with a Participatory Action Research (PAR) approach to ensure active participant involvement and the program's alignment with the community's real needs. The results showed that the initial impact of this Community Service Program (PKM) activity was evident in the production of marketable products and the opening of new business opportunities, which directly contributed to the diversification of income sources and increased family economic independence. Furthermore, the application of SWOT analysis proved effective as a tool in formulating sustainability strategies for the micro-enterprises being developed.

This study aims to analyze the role of local Micro, Small, and Medium Enterprises (MSMEs) in utilizing lemongrass (Cymbopogon citratus) as the main ingredient for mosquito repellent products and its contribution to improving the economy of the community in Timbang Jaya Village. Lemongrass contains essential oils that function as a natural insect repellent, making it a potential raw material for value-added products such as mosquito repellent sprays, aromatherapy candles, and herbal lotions. This research employed a descriptive qualitative method with data collected through interviews, observations, and literature studies. The findings indicate that local MSMEs play a significant role in the production process, product innovation, and marketing of lemongrass-based products. Besides generating additional income, this development also creates new job opportunities and supports the village’s economic independence. However, several challenges remain, including limited capital, lack of processing technology skills, and competition with chemical-based products. The recommended solutions include capacity building through training and mentoring, better access to funding, and strengthening digital marketing strategies. Therefore, the development of mosquito repellent products from lemongrass by MSMEs not only contributes to the community’s economic growth but also provides an environmentally friendly alternative beneficial for public health.

This study aims to analyze the role of marketplace in encouraging digital internationalization and product development at PT Bungas Food Nusantara. The research uses a qualitative approach with a case study method. Data was obtained through in-depth interviews with company management, observation of activities on the marketplace platform, and supporting documentation. The results of the study show that marketplaces function not only as digital distribution channels, but also as strategic infrastructure that allows companies to reach international markets without conventional export mechanisms. Internationalization occurs gradually through increased demand from overseas consumers facilitated by the platform's algorithmic system and global visibility. In addition, the marketplace's reviews, ratings, and analytics features are used as the basis for product development, including packaging adjustments, variant innovation, and data-driven promotional strategies. These findings show that marketplaces play a role as a catalyst for internationalization as well as a driver of product innovation in the context of the digital economy.

The development of rural economies based on locally superior commodities is an integral part of inclusive and sustainable development strategies. Sumberdem located in Wonosari Subdistrict, Malang Regency, possesses significant potential for the development of coffee-based ecotourism. However, this potential remains largely underutilized due to several structural and institutional constraints. Key challenges include inadequate supporting infrastructure, limited capacity of local human resources, and the absence of downstream processing for coffee products. This community engagement program implemented an adaptive approach known as the Lumintu model, rooted in the Participatory Rural Appraisal (PRA) framework. Field assessments revealed critical limitations such as poor road access to plantation areas, insufficient agricultural irrigation, and weak digital connectivity. Moreover, the capacity of village institutions—such as the Village-Owned Enterprises (BUMDesa) and coffee farmer groups—remained low, resulting in local coffee products with limited added value. The initial implementation of the program has shown promising results, particularly in strengthening institutional capacity through training on tourism business management and high–value coffee processing. Furthermore, product diversification through the development of coffee-based agrotourism and digital marketing innovations has been successfully introduced. Overall, this community engagement initiative has provided a concrete solution to rural development challenges in Sumberdem Village. Moving forward, the village is expected to strengthen its position as a sustainable coffee ecotourism destination and improve the long-term economic well-being of its residents. The proposed development model also holds the potential for adaptation and replication in other rural areas with similar characteristics, thereby supporting the broader achievement of the Sustainable Development Goals (SDGs).

This in-depth study explores the comprehensive marketing strategies implemented by CV. Logam Jaya Gallery, a leading copper and brass craft business entity in Tumang Village, Boyolali. The research aims to identify the key factors behind the company's resilience in the face of intense industry competition. Using a qualitative approach, operational data was obtained in depth. The results show that the company integrates direct marketing through national and international exhibitions, while optimizing digital channels and e-commerce for broader global market penetration. Despite its success, CV. Logam Jaya Gallery faces significant obstacles such as market demand fluctuations, limitations in manual production technology, and competitive pressures. As a mitigation measure, the company diversifies its products and adopts contemporary technology to efficiently increase its operational capacity. Strategic synergies with the government and the private sector were also strengthened to expand promotional access. This success was also supported by fundamental pillars in the form of cultural heritage and intergenerational craftsmanship. Through a combination of organized management, sustainable design innovation, and adaptation to market dynamics, the company has succeeded in establishing itself as a competitive creative industry player on the national and global stage.

This in-depth study explores the comprehensive marketing strategies implemented by CV. Logam Jaya Gallery, a leading copper and brass craft business entity in Tumang Village, Boyolali. The research aims to identify the key factors behind the company's resilience in the face of intense industry competition. Using a qualitative approach, operational data was obtained in depth. The results show that the company integrates direct marketing through national and international exhibitions, while optimizing digital channels and e-commerce for broader global market penetration. Despite its success, CV. Logam Jaya Gallery faces significant obstacles such as market demand fluctuations, limitations in manual production technology, and competitive pressures. As a mitigation measure, the company diversifies its products and adopts contemporary technology to efficiently increase its operational capacity. Strategic synergies with the government and the private sector were also strengthened to expand promotional access. This success was also supported by fundamental pillars in the form of cultural heritage and intergenerational craftsmanship. Through a combination of organized management, sustainable design innovation, and adaptation to market dynamics, the company has succeeded in establishing itself as a competitive creative industry player on the national and global stage.

The Community Partnership Program (PKM) at Rumah Kopi Banjarsengon (RKB) aims to improve product quality and coffee marketing according to consumer needs. Key activities include production observation, assistance with laboratory testing for nutritional value and shelf life, food safety education, digital marketing training, and the delivery of a 5 kg roasting machine. These efforts have successfully increased production capacity and product quality standards through informative labels. Digital marketing has seen significant progress, with increased social media engagement and broader market reach. Consumer satisfaction surveys have risen from 80 to 97 on a scale of 100. Overall, this PKM program not only supports sustainable coffee business development but also contributes to improving partner competency and strengthening product competitiveness in both local and export markets. RKB is expected to consistently implement digital marketing strategies and product innovation for long-term success. Going forward, RKB is expected to continue implementing digital marketing strategies and product innovation to ensure sustainable business success.

This study seeks to examine the influence of brand image, product innovation, and lifestyle on purchasing decisions for iPhone smartphones among residents of Patumbak Village, Dusun V, Deli Serdang. Specifically, it aims to analyze the individual effect of brand image on purchasing decisions, the effect of product innovation on purchasing decisions, and the effect of lifestyle on purchasing decisions, as well as their combined impact. The research employs a descriptive quantitative approach, utilizing questionnaires, interviews, and documentation as data collection techniques. The population consists of 740 residents of Patumbak Village, Dusun V, and the sample of 88 respondents was determined using non-probability sampling with the Slovin formula. The collected data were processed and analyzed through multiple linear regression analysis using SPSS version 26.0. The findings indicate that the calculated F value (205.841) exceeds the F table value (2.71), demonstrating a significant simultaneous effect of brand image, product innovation, and lifestyle on purchasing decisions. Partially, brand image (t = 2.885), product innovation (t = 2.491), and lifestyle (t = 5.570) each show t-values greater than the t table value (1.662), confirming their significant individual influence. Furthermore, the coefficient of determination (R²) of 0.570 reveals that 57% of the variation in purchasing decisions is explained collectively by the three independent variables.

The increasing demand for housing in tropical regions requires building materials that are fast to apply, environmentally friendly, and resilient to extreme climate conditions as well as disaster risks. Conventional interlocking bricks are often chosen for their ease of construction, yet they still face challenges such as moisture and early cracking. This study proposes the innovation of the Hybrid Living Green Brick, a combination of lightweight bricks made from rice husk ash and fly ash waste (FRCB) with a biological layer of cyanobacteria. FRCB improves compressive strength by approximately 30% with the addition of 5% rice husk ash, achieving 65 kg/cm², thereby meeting Class 50 requirements (≥50 kg/cm²) according to SNI-15-2094-2000. The incorporation of 3% cyanobacteria provides an additional though not significant strength improvement, while still within the Class 50 category. It also reduces brick weight by 4.3%, with further optimization potential through cyanobacteria integration, and lowers carbon emissions from the firing process. Cyanobacteria induce the formation of CaCO₃ layers that seal pores, reduce water absorption by an average of 10%, and provide self-healing properties for microcracks. Preliminary observations indicate that FRCB offers stable mechanical performance, while biological activity was observed on the 7th day with the formation of pale-white mineral layers continuing until the 28th day. This hybrid innovation shows potential to support sustainable and disaster-resilient tropical construction by combining the mechanical strength of waste-based materials with the biological durability of cyanobacteria against extreme climates. Despite challenges related to moisture control and production standardization, the Hybrid Living Green Brick concept opens new pathways for developing environmentally friendly construction materials that are more adaptive to disaster-prone tropical conditions.

Hypertension is a significant global health problem, especially in specific groups such as pregnant women. The high incidence and potential for serious complications demand non pharmacological management efforts and innovative use of local foods. This study examines the potential of local functional foods such as Ambon bananas, banana blossoms, and bamboo shoots as alternatives for health management and product development, particularly those related to hypertension in pregnant women. The method used was a systematic literature review using the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, which encompasses four main stages: identification, screening, feasibility assessment, and analysis of results.The study results showed that the Ambon banana diet significantly reduced systolic and diastolic blood pressure. Factors such as age, family support, stress levels, and fast food consumption were shown to be significantly associated with the incidence of hypertension in pregnant women. Furthermore, bamboo shoot consumption significantly reduced blood cholesterol levels and blood pressure. In terms of product innovation, the fish floss formulation combined with banana blossoms or bamboo shoots received positive feedback from the panelists. The fermentation process of bamboo shoots is known to produce flour with a very high crude fiber content. Therefore, this local food has significant potential as a source of additional fiber and a raw material for value-added processed products to support food security and improve public health.

Crackers are snacks that are popular with various age groups, but generally have a relatively low calcium content so they do not contribute to meeting daily mineral needs. Therefore, food product innovations are needed to increase their nutritional value, one of which is by utilizing purebred chicken egg shells as a natural source of calcium. This study aims to analyze the effect of purebred chicken eggshell flour substitution on the acceptability of crackers and determine the best formulation as a high-calcium snack. The research method used an experimental design with a Complete Random Design (RAL) consisting of four treatments, namely P0 (100:0), P1 (90:10), P2 (85:15), and P3 (80:20). The testing is carried out qualitatively through organoleptic tests which include color, aroma, taste, and texture. The data was analyzed using the one-way ANOVA test and followed by the Post Hoc Kruskal-Wallis test if there were significant differences. The results showed that the best formulation was found in the P1 treatment with a 10% substitution of eggshell flour. Overall, the substitution of purebred chicken eggshell flour had no significant effect on the acceptability of crackers.

The development of automation and robotics technology has driven innovation in various industrial fields, particularly in automatic sorting systems. Manual sorting processes often lead to inefficiencies and human errors, creating the need for an automatic, fast, and accurate system. This research employs a qualitative method which includes experimentation, testing, and system documentation. The system is designed as a robotic arm for sorting objects based on color, utilizing a TCS3200 color sensor and an ESP32 microcontroller. An ultrasonic sensor detects the presence of objects, while the sorting results are displayed through a real-time web monitoring system. The test results show that the prototype successfully sorts four primary colors (red, green, blue, and yellow) with a high level of accuracy. This research is expected to serve as a reference for the development of automation systems and robotics learning tools in both educational and industrial applications. In addition, this research also contributes to the development of technology that can increase efficiency and accuracy in industrial production processes and provide more environmentally friendly solutions by reducing the need for manual labor.

Donorojo Village, Pacitan Regency, East Java, has significant agricultural potential, particularly in spice commodities. However, the utilization of spices by local farmers remains limited to the sale of raw materials in traditional markets at relatively low prices and with restricted market reach. In fact, spices have high economic value and strong potential to be developed into value-added products, such as herbal beverages. This community service activity aimed to enhance the knowledge and skills of the PKK women’s group in Donorojo Village in processing spice-based “biofarmaka” as an effort to empower the local economy and strengthen the spice value chain. The methods employed included lectures, demonstrations, and hands-on practice, conducted over five days at the Donorojo Village Hall and involving 20 participants. The products generated from this activity included “jahe gajah beverage”, “instan jahe merah”, “instan beras kencur”, and “instan kunir asem”. The results indicated an improvement in participants  understanding of the health benefits of spices, hygienic processing stages, and their ability to produce instant herbal beverage products. Furthermore, this activity has the potential to strengthen linkages between spice farmers as raw material suppliers and the PKK group as processing actors. The development of spice-based “biofarmaka” provides economic value addition, expands market opportunities, and encourages the growth of rural entrepreneurship. Therefore, spice-based “biofarmaka” processing training can serve as a strategy for rural agro-industry development that supports the improvement of economic stability in Donorojo Village.

This study aims to examine the global marketing strategies implemented by The Coca-Cola Company in maintaining its competitive position in international markets. The advancement of globalization requires multinational corporations to design marketing strategies that are not only globally standardized but also adaptable to local market characteristics and consumer needs. This research employs a descriptive qualitative method with a case study approach, conducted through the review of relevant literature, corporate reports, and academic journals. The findings indicate that Coca-Cola’s success in global marketing is supported by strong brand differentiation, an extensive global distribution network through partnerships with bottlers, and the application of the glocalization concept, which balances standardization and adaptation within the marketing mix. Furthermore, market expansion strategies are implemented systematically through the selection of target markets based on growth potential, accessibility, and competitive intensity. The study also reveals that the country of origin image of the United States serves as a positive brand asset by creating aspirational value and quality perceptions across various markets, although in certain contexts it also presents challenges that require strategic management. Overall, this study confirms that Coca-Cola’s global marketing strategy is capable of achieving sustainable competitive advantage through the integration of strong global branding, product innovation, and responsiveness to local market dynamics.

The interactive learning video innovation "Human Blood Circulation" through Edpuzzle, with embedded questions, is designed to address the difficulties faced by fifth-grade elementary school students in understanding abstract biological concepts. Science education in elementary schools often encounters challenges in explaining invisible processes, such as the heart's working mechanism and blood circulation, leading students to struggle with comprehension or merely memorize the material. Conventional learning videos tend to make students passive, necessitating media that can transform the learning process into an active one. Edpuzzle, as an educational platform, allows teachers to insert questions at critical points in the video, requiring students to answer before continuing to watch. This innovation aligns with the cognitive development stage of fifth-grade students, who are in the concrete operational stage.The research objectives include product development, validity and feasibility testing, analysis of conceptual understanding improvement, influence on focus and learning independence, and student responses. Media development refers to Mayer's cognitive theory of multimedia and the characteristics of interactive videos according to Heinich et al. Additionally, media development models such as ADDIE and Dick and Carey are discussed. The main benefits of using Edpuzzle include increasing engagement, facilitating real-time formative assessment, and enhancing learning motivation. However, challenges exist such as technology access, teacher readiness, the risk of technology dependency, and long-term evaluation. The practical implications can support digital learning and the transformation of elementary science education.

Purworejo Regency is one of the centers of herbal plant production in Indonesia. One of these is lemongrass, which is widely found in the Ngombol area. Furthermore, this plant can be used to make herbal products. However, the selling value of this plant is still relatively low because it relies solely on middlemen or collectors. One product made from lemongrass is essential oil. The goal of this Community Service program is to increase the selling value of lemongrass and provide new business opportunities to increase the income of local farmers, especially Mrs. Kasminah in Wonosari Village, Ngombol District, Purworejo Regency. The implementation method includes preparation, core, and completion. The result of this activity is the creation of a new innovation in the form of a practical herbal drink without preservatives that has quite good market potential and is in demand by consumers. Then, the product is branded Sempontea. Achievements during the activity include a significant increase in income, as well as the creation of effective offline and online marketing strategies. This activity also succeeded in establishing a sustainable business ecosystem and increasing environmental awareness through the use of herbal plants.  Overall, this community service activity has succeeded in increasing the selling value of lemongrass plants, improving the economy of local farmers, and providing social and economic impacts for the community through the utilization of local resources.

Kawengen Village, located in East Ungaran District, Semarang Regency, is one of the main corn-producing areas with strong potential to be developed into processed products with high economic value. However, limited community knowledge in product processing, business management, and marketing has prevented corn production from generating optimal added value. This community service program aims to strengthen village entrepreneurship through the establishment of a corn production house as a center for innovation, training, and business mentoring. The production house is expected to enhance community skills, promote economic independence, and support sustainable local economic development. The program was implemented through the PPK Ormawa initiative, which included socialization of corn-based product innovations, basic financial bookkeeping training, digital marketing training, product innovation workshops, and continuous mentoring in production, marketing, and financial management. The results demonstrate significant improvements in community skills in processing corn into value-added products, increased understanding of basic business financial management, and enhanced capacity to utilize digital media for market expansion. The corn production house also functions as a community collaboration hub that strengthens business development based on local resources. Overall, the strategy of developing village entrepreneurship through a corn production house has proven effective in encouraging the growth of productive community-based enterprises, strengthening local economic independence, and fostering entrepreneurial interest rooted in village potential.

Bulay Village has an entrepreneurial spirit, with the idea of creating, developing, and managing new businesses and exploiting its papaya production potential. This innovation involves processing papaya chips (kreeyaa), which is expected to increase income. The goal of the PKM is to improve the community's economy by providing training and guidance on processing papaya into marketable products, motivating the community to generate creative ideas using existing resources, and establishing papaya chips businesses. The method used is partisipatory Action Research, an approach based on the assets, strengths, and potential of the community. Entrepreneurship mentoring seminars and training on making papaya chips (kreeyaa) in Bulay Village are expected to create jobs, develop community skills, and increase income by leveraging potential assets.