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This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

The Mesak SME is a micro-enterprise in the food sector that still relies on conventional marketing strategies. This reliance on traditional promotional methods has prevented it from optimally reaching the digital market. However, utilizing digital technology is currently a crucial aspect of business development, particularly for increasing competitiveness and expanding market reach. Therefore, this community service activity was carried out with the primary goal of improving the Mesak SME's capacity to adopt digital marketing strategies. The community service program was designed in a structured and sustainable manner through several stages: an initial survey to determine the SME's existing condition, observation of existing marketing activities, and socialization of the benefits of digital technology in business development. Next, intensive training was conducted, covering the use of social media as a promotional tool, creating engaging digital content that aligns with the product's characteristics, and introducing e-commerce platforms to expand market access. The training focused on a practical approach that is easy for SMEs to understand. Furthermore, mentoring and evaluation were provided to ensure the sustainability of the digital strategy implementation after the program was completed. Through this series of activities, it is hoped that the Mesak SME will be able to actively utilize social media, produce engaging content, and market its products through various digital channels. The results of this activity are not only aimed at increasing sales volume but also at building a more professional and competitive business image, both in local and digital markets. With improved digital marketing capabilities, Mesak SMEs are expected to develop independently and sustainably in the era of digital transformation.

Information technology plays a crucial role in supporting the growth of the digital economy, including in the micro and traditional business sectors. One example is the use of digital technology to increase sales of titi corn in Laranwutun Village, Lembata Regency. Titi corn is a traditional food from East Nusa Tenggara, particularly in the eastern Flores region of Solor, Adonara, and Lembata. However, this specialty food is not yet widely known due to minimal promotion and marketing, particularly on social media. This has resulted in limited market share and low incomes for local communities. This study used qualitative methods through direct interviews with titi corn entrepreneurs. The research process was divided into three stages: planning, preparation, and implementation. The theory used refers to the concept of digital marketing, specifically the use of Facebook as a promotional tool. This study examines the extent to which Facebook can increase marketing reach, expand the market, and facilitate the promotion of titi corn. The results show that Facebook plays a significant role in promoting and increasing titi corn sales. This social media platform facilitates the delivery of product information, reaches a wider consumer base, and builds brand awareness. Furthermore, Facebook enables direct interaction between producers and consumers, thereby increasing customer trust and loyalty to local products. This digital promotion strategy also opens up opportunities for collaboration with traditional culinary communities and local MSMEs, which can strengthen marketing networks. These findings emphasize the importance of preserving local food through an integrated digital approach. By optimizing social media, titi corn will not only gain wider recognition but also have the potential to become a superior regional product that supports sustainable and inclusive community economic empowerment.

The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.

The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.

Micro,Small, and Medium Enterprises (MSMEs) are a vital pillar of the national economy, significantly contributing to employment, innovation, and regional economic development. However, in the ever-evolving digital era, many MSMEs have yet to optimally utilize digital promotional technologies and trends, leading to limited market reach and business growth. This community service activity aims to improve MSMEs' understanding and skills in building and developing their businesses through digital-based promotional strategies. The methods used in this activity include interactive outreach, hands-on training, and mentoring focused on the use of social media, online marketplaces, and other relevant digital platforms. The activity was conducted in collaboration with the MSME community using a participatory approach, enabling participants to actively engage in learning and directly apply the materials provided. The results of the activity indicate that participants showed a significant increase in knowledge and awareness regarding the importance of digital branding, designing attractive and effective promotional content, and utilizing various digital tools to expand market access. Additionally, many participants expressed greater confidence in managing digital platforms to promote their products and services independently. This increase in digital literacy is crucial in helping MSMEs remain competitive and adaptive to market changes brought about by technological advances. By equipping MSMEs with relevant digital promotion skills, this initiative contributes to the broader goal of supporting the growth of resilient, sustainable, and innovative small businesses. In the long term, such community-based empowerment efforts are expected to foster economic resilience and inclusiveness in the face of ongoing digital economic transformation.

The aim of this research is to examine how much influence pricing and promotional activities have on consumers' decisions to repurchase Jelita Cosmetic products in the Tamansiswa area of Yogyakarta. In the face of intensifying business competition, adopting the right marketing strategy becomes increasingly vital. As the business environment grows more competitive, choosing an effective marketing approach is a key factor for success. Indonesia’s beauty sector has seen remarkable growth in recent years. Since its inception in 2005, Jelita Cosmetic has managed to capture consumer attention by offering competitive prices and running consistent promotional campaigns through social media and e-commerce channels. This research employs a quantitative approach by gathering data through surveys conducted with 65 customers of Jelita Cosmetic. The data was analyzed using multiple linear regression and supported by validity and reliability tests. The research findings reveal that both price and promotion have a positive and significant effect on consumer repurchase intentions, both individually and collectively. Approximately 58.4% of the variance in repurchase interest is accounted for by the two independent variables studied, with the remaining 41.6% attributed to other factors beyond the scope of this study. These results offermeaningful insights into how effective marketing strategies can be applied within the beauty industry.

This study aims to analyze the impact of digital platforms on business communication strategies at the Mores Store MSME in Bandung City. Employing a qualitative approach, the research utilizes survey methods and descriptive analysis. Data was collected through offline interviews, literature review, and online data searches. The findings reveal that Mores Store actively leverages social media and online platforms, with Instagram and Shopee being the primary channels for promotional activities. Product promotion is heavily reliant on social media and e-commerce, which serve as the main pillars of their business communication strategy. In formulating their communication approach, Mores Store incorporates digital media by integrating persuasive interpersonal marketing, advertising, product photography, and the management of visually appealing social media displays. Overall, the study concludes that the managers of Mores Store possess a strong understanding and a high level of adaptability to digitalization and technological advancements in the era of Society 5.0, enabling them to develop effective and innovative business communication strategies.

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in national economic growth. In today’s digital era, leveraging technology—particularly social media—has become an essential marketing strategy to ensure business sustainability. Lapak Kirani, a culinary MSME located in Bima City, has faced challenges in optimizing social media as a promotional tool. This community service program aimed to assist Lapak Kirani in independently managing digital marketing by providing training on social media account creation, promotional content development, and effective caption writing. The implementation method consisted of four stages: observation, socialization, mentoring, and evaluation. The results indicated an improvement in the MSME owner's understanding and skills in executing digital marketing strategies. This assistance is expected to expand product marketing reach and enhance the competitiveness of MSMEs in a sustainable manner.

The advancement of digital technology has driven Micro, Small, and Medium Enterprises (MSMEs) to adopt social media and e-commerce-based marketing strategies to expand market reach. This study analyzes the use of social media and e-commerce by Toko UD Kartini as a product marketing strategy. Using a descriptive qualitative method through interviews and observations, it was found that the store relies solely on WhatsApp, without utilizing catalog features or other platforms such as Instagram and online marketplaces. The main challenges include limited human resources and lack of promotional channel diversification. Therefore, digital development strategies such as optimizing WhatsApp Business, using social media actively, and enhancing digital marketing skills are needed to support business growth in the digital era.

Tempe artisans in Teluk Betung District, Bandar Lampung City play an important role in providing soybean-based food products. However, the marketing of their products is still conducted conventionally, relying on traditional markets and simple promotional methods, which limits market reach and reduces product competitiveness. This community service activity aims to improve the knowledge and skills of tempe artisans in implementing effective marketing strategies, particularly through digital platforms and product packaging development. The methods used included interactive lectures, group discussions, social media simulations, and practical sessions on designing product labels using simple applications. The workshop results showed that most participants successfully created business social media accounts, designed product labels, and understood the importance of attractive packaging in increasing product value. This activity is expected to serve as a stimulus for developing tempe product marketing in Teluk Betung and surrounding areas.

Marketing plays a vital role in enhancing business competitiveness, particularly in dynamic market environments. This study investigates the implementation of the marketing mix strategy (7P) in AD Produksi, a garment manufacturing business in Malang specializing in ready-to-wear clothing. The objective is to identify suitable pricing and promotional strategies to address recent sales stagnation. A qualitative descriptive method was employed, using interviews, observations, and documentation as data collection techniques. The analysis was conducted using a SWOT framework to determine a more effective marketing strategy. The findings reveal that AD Produksi's business falls into SWOT quadrant III, indicating the need to minimize internal weaknesses while leveraging external opportunities. The study recommends adopting competitive and flexible pricing strategies, such as volume discounts and bundled offers. In terms of promotion, the use of social media platforms like Instagram and TikTok, alongside e-commerce platforms such as Shopee, is crucial for enhancing product visibility. Allocating budgets for digital advertising is also suggested to maximize promotional impact. The research implies that aligning pricing with competitor analysis, utilizing technology to boost efficiency, and strengthening brand presence through optimized digital marketing are essential for AD Produksi’s business growth.

This proposal discusses a business plan for handcrafted products made from clay, focusing on cup holders and ashtrays with unique and eco-friendly designs. Clay is chosen as the main material due to its high flexibility, aesthetic value, and broad market potential. The purpose of this business is to create decorative yet functional products that are customizable and appealing to various groups, particularly art lovers and handmade product enthusiasts. The methods used include market analysis through questionnaires, digital and offline marketing strategies, and a Business to Customer (B2C) approach. Survey results indicate strong consumer interest in clay tray products, driven by affordable pricing, attractive designs, and eco-friendly qualities. Promotional strategies include social media, online marketplaces, participation in exhibitions, and collaborations with influencers. This proposal also includes a financial analysis to determine the break-even point (BEP) and assess the business's profit potential. With proper management, this clay craft business is considered to have promising prospects and the potential to grow into a sustainable enterprise..  

The contemporary beverage business in Indonesia is experiencing rapid growth, driven by lifestyle changes and the influence of social media. Competition in this industry is very tight, so collaboration is the key to survival. Chatime has successfully maintained its position as the most popular contemporary beverage brand through collaboration with the music group JKT-48. This study aims to analyze Chatime's marketing strategy through collaboration with JKT 48 in increasing sales and consumer appeal. This study was conducted using a descriptive qualitative approach. Research data were obtained from the results of observations and digital reviews as well as support from various secondary literature. The results of the study indicate that collaboration with JKT48 is a successful marketing strategy, especially during the Senbatsu Sousenkyo (SSK) event, which increases sales. Chatime's collaboration with JKT48 has proven effective in increasing sales through the launch of an attractive collaboration menu, the creation of exclusive merchandise, and holding events for joint promotions. This influencer marketing strategy has succeeded in utilizing the loyalty of JKT48 fans to encourage purchases of Chatime products. The author suggests that Chatime products need to continue to innovate in creating new flavor variants and unique products to maintain their appeal amidst fierce competition. And continue to conduct market research periodically, to find out the developing trends. And maximize the use of social media for promotion and interaction with consumers, especially JKT48 fans.

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

Batik Tanah Liek is one form of Minangkabau cultural heritage that has a unique coloring process that uses natural materials in the form of clay. This study aims to analyze the business planning of Batik Tanah Liek from two main aspects, namely marketing and finance. The method used is a descriptive approach with secondary data and a five-year financial projection simulation. The marketing strategy is focused on cost-based pricing and digital promotion through social media, participation in cultural events, and partnerships with local business actors. Financial analysis includes profit and loss projections, cash flow, and break-even point (BEP) analysis. The results show that the strategy developed is able to provide significant profit growth potential and healthy cash flow. These findings indicate that Batik Tanah Liek has the potential to develop as a competitive and sustainable local fashion brand.

This activity aims to increase the business capacity of MSME actors through business management training, digital marketing, and technical assistance. The activity was held on April 16, 2025 at the Tempe Tofu Production Center, Jl. Macan Lindungan No.43 Bukit Kecil Village, Ilir Barat 1 District, Palembang, with a total of 20 traders. The methods used include initial observation, program socialization, financial management training, social media workshops, and marketing strategy assistance. The results showed that 80% of participants began to use digital platforms for promotion, 7 traders succeeded in preparing capital assistance proposals, there was an improvement in product packaging, and the formation of the "Tahu Tempe Mandiri" business group. This program has a positive impact on increasing turnover and market access. For sustainability, it is recommended that there be further training and collaboration with relevant agencies.

This study aims to analyze the implementation of the 4P marketing mix strategy (Product, Price, Place, Promotion) at Firdaus Farm, a tilapia farming business in Tasikmalaya, and its effectiveness in enhancing the business's competitiveness and profitability. The method used is qualitative descriptive with a case study through observations, interviews, and direct documentation at the business location. The research findings indicate that the product strategy, which emphasizes tilapia quality—such as freshness, uniform size, clean packaging, and quality certification—constitutes the primary factor in attracting consumer interest. The flexible and competitive pricing strategy, adjusted according to market conditions and consumer purchasing power, along with bonuses for loyal customers, proved to increase customer loyalty and sales. Product distribution is carried out through traditional channels and has begun utilizing digital platforms to expand market reach, with the strategic location of the business supporting distribution efficiency. Promotion, still mainly traditional, is starting to develop into digital promotion through social media, which effectively increases product visibility and appeal. This study concludes that the consistent and adaptive application of the 4P marketing mix can enhance Firdaus Farm’s competitiveness in the tilapia market. It is recommended that business practitioners continue to develop product innovations, evaluate pricing, expand digital distribution, and optimize digital promotion in order to face increasingly intense market competition.

Indonesia, as the world's sixth largest sugar market, faces an imbalance between sugar consumption and production, opening up opportunities for natural sweetener alternatives such as stevia. Stevia, which is low in calories and has the potential to reduce the risk of chronic diseases, is increasingly in demand. However, optimal business strategies to market stevia in Indonesia are still limited. This article aims to analyze PT Sweet on Stevia's business strategy by using Porter Five Forces and SWOT analysis. The method used is to link the two analyses to determine strategies in the aspects of service, marketing and sales, and operations. The results of the analysis show the importance of improving service quality, social media-based marketing, and operational efficiency in facing market competition. The findings provide insights for PT Sweet on Stevia to optimize its business strategy and contribute to the promotion of healthier sugar consumption patterns in Indonesia.

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.