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The study aims to examine the influence of word of mouth (WOM) and customer relationship management (CRM) on customer loyalty at PT Garuda Sertifikasi Indonesia, with customer delight serving as a mediating variable. This research is motivated by the increasing competition among certification service providers, which requires companies to implement effective strategies to retain and satisfy their customers. The target population in this study encompasses the entire client base of PT Garuda Sertifikasi Indonesia, totaling 429 individuals. The sampling technique used was Hair’s formula, resulting in 70 respondents. Data were collected through questionnaires, interviews, and documentation. A path analysis technique was used to analyze the data to determine direct and indirect effects between variables. The findings indicate that both WOM and CRM positively influence customer loyalty. Effective word-of-mouth strategies help build the company’s reputation and trust, while CRM ensures consistent communication, better service, and long-term customer engagement. The research also found that WOM and CRM positively affect customer delight. Customers who experience exceptional service and personalized attention tend to be more satisfied and emotionally connected to the brand. Furthermore, customer delight was proven to have a significant positive impact on customer loyalty. It also acts as a mediating variable, strengthening the effect of WOM and CRM on loyalty. This means that delighted customers are more likely to remain loyal and advocate for the company. The results of this study emphasize the importance of maintaining strong relationships and exceeding customer expectations in order to build sustainable loyalty. This research contributes valuable insights for service-based companies in enhancing marketing and customer retention strategies.

MSMEs have a crucial role in the Indonesian economy, but many of them still face obstacles in terms of branding and digital marketing. The lack of understanding of the importance of visual identity and digital strategy causes MSME products to be less prominent in a competitive market. This community service activity aims to improve the quality of branding of MSME products in Wonorejo Village, Pasuruan City, through the Participatory Rural Appraisal (PRA) approach which involves stages of counseling, training, and direct assistance to business actors. The counseling is focused on a basic understanding of visual branding, including elements of brand identity such as logos, colors, typography, and packaging. The training emphasizes hands-on practice in designing promotional packaging, logos, and banners using digital platforms like Canva. Furthermore, mentoring is carried out to identify specific branding obstacles faced by each MSME and develop applicative solutions collaboratively. The results of the activity show a significant increase in the quality of branding MSME products visually and digital marketing strategies. One of the fostered MSMEs, namely AM Jaya and Berkah Mandiri, has succeeded in rebranding packaging and developing digital marketing channels through e-commerce platforms and social media. In addition, business actors become more confident in presenting their products to consumers and business partners. MSMEs are also beginning to realize the importance of brand consistency in building customer loyalty and increasing competitiveness. The response of the participants to this activity was very positive, reflected in the enthusiasm during the training and the commitment to implement the learning outcomes. Some MSMEs are starting to form small communities to share best practices in terms of branding and promotion.

Based on the financial performance analysis of PT. Gudang Garam Tbk (GGRM) during the 2020–2023 period, the company faced significant challenges that impacted its financial condition. One of the main factors affecting the company's performance is the increase in tobacco excise duties, which has affected the cost structure and selling prices of its cigarette products. Additionally, the increasing regulatory pressure and changes in consumer behavior have posed unavoidable challenges. The decline in profitability and liquidity ratios, such as Return on Assets (ROA) and Current Ratio (CR), indicates the negative impact of these external conditions on the company’s ability to generate profit and meet short-term obligations. This decline suggests that the company is struggling to balance income and operational costs. The fluctuating solvency ratio also raises concern. Although the company manages to maintain a balance between debt and equity, these fluctuations show challenges in managing long-term assets and liabilities. Dependence on debt and rising operational costs pose risks to the company's financial stability. These fluctuations affect the company's ability to maintain liquidity and solvency in an increasingly competitive market. Trend analysis from the financial statements indicates that the company needs to strengthen its adaptation strategies and risk management to face the growing market challenges. GGRM must focus on product innovation and marketing strategies that can attract new customers while retaining existing ones. Furthermore, the company must adapt to changing regulations and evolving consumer trends. The results of this study provide important insights for stakeholders regarding the financial condition of the tobacco industry. In this challenging situation, GGRM must continue to develop more adaptive strategies to survive and thrive amidst the dynamic market and increasingly stringent regulations.

This study aims to comprehensively examine the effect of service quality and customer value on customer satisfaction, while also exploring the role of trust as a moderating variable. The focus of the research is on participants of the Digital Marketing Independent Internship at PT Satukelas Adhyapana Nusantara, Jakarta. An explanatory quantitative approach was employed, involving 87 respondents selected through purposive sampling. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that both service quality and customer value have a significant positive effect on customer satisfaction. Trust was also found to have a direct effect on satisfaction. However, the moderating role of trust was significant only in the relationship between service quality and customer satisfaction. In contrast, its moderating effect on the relationship between customer value and satisfaction was found to be statistically insignificant. These findings provide empirical support for the SERVQUAL theory, the concept of customer value, and the performance-expectations model, while also reinforcing literature that highlights the importance of trust in sustaining customer relationships. From a practical standpoint, this research emphasizes the need for strategies that integrate service quality enhancement with the delivery of perceived value, accompanied by efforts to build and maintain trust as a reinforcing factor for satisfaction. This combination of strategies is expected to enhance positive customer experiences, foster loyalty, and sustain long-term relationships. Furthermore, this study offers valuable contributions for developing marketing strategies and managing customer relationships in the digital education sector, which faces increasingly intense competition and challenges in the era of technological transformation and globalization.

Technological developments have penetrated various sectors of life, including in the transportation and communication lines in Indonesia. KAI Access is a digital service issued by PT Kereta Api Indonesia in the form of an application. This application is present as a strategic innovation to improve the convenience and comfort of customers in accessing various train services, from ticket bookings, schedule information, to cancellations and refunds. However, from the complaint data submitted by customers, there are two biggest problems that are often experienced, namely related to responsiveness and action from KAI Access which is considered slow in handling user complaints and technical problems. When quick response services are not accompanied by concrete settlement actions, customer trust tends to decline. This research is based on service theory with a service quality and excellent service approach, where the variables of responsiveness and action are the main focus in the analysis of customer loyalty. Using a quantitative approach, with data collection techniques in the form of questionnaires, interviews, and literature studies, the respondents in this study were KAI Access users from the Edan Sepur train loving community. The results showed that the action variable had a positive and significant influence on customer loyalty, while the responsiveness variable did not have a significant influence directly. An important conclusion from this study is that in the context of digital applications such as KAI Access, customers prioritize concrete problem solving rather than just quick response. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty. Therefore, PT KAI needs to strengthen concrete actions in handling complaints to increase long-term loyalty, especially in the era of digitalization of public services that continues to grow rapidly.

This study aims to examine in depth the influence of price, promotion, and switching barriers on customer loyalty of Telkomsel prepaid cards, with customer satisfaction as an intervening variable in Generation Z in West Palu District. This study is motivated by the intense competition in the telecommunications industry and the importance of maintaining customer loyalty amidst the increasing number of service options. Data were collected from 100 respondents who are active Telkomsel prepaid card users through questionnaires. Data analysis was conducted using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS software version 4.0. The results show that the price variable has a significant direct effect on customer loyalty, but does not show a significant effect on customer satisfaction. Conversely, promotion has a significant effect on satisfaction, but does not directly affect customer loyalty significantly. Switching barriers are shown to have a significant effect on both satisfaction and loyalty, indicating that the higher the switching barriers, the more likely customers will remain loyal. In addition, customer satisfaction also significantly affects loyalty. Another important finding is that of the several indirect influences tested, only the path from promotion through satisfaction to loyalty was statistically significant. Therefore, this study suggests the importance of targeted promotional strategies and strengthening switching barriers as effective measures in retaining young customers who are prone to switching services. Furthermore, this study emphasizes that customer loyalty is not solely determined by competitive pricing factors, but is more complex and influenced by customers' emotional and psychological experiences, such as satisfaction with the service and perceptions of the ease or difficulty of switching to another service provider.

This study aims to analyze the branding strategy in digital marketing carried out by Maire Homewear through Instagram and Shopee platforms in an effort to increase brand awareness. Maire Homewear is a Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector with a flagship product in the form of patchwork daster. The focus of this study includes the branding strategy implemented, the obstacles encountered in its implementation, and the effectiveness of the strategy in building brand awareness among consumers. This study uses a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. Informants in this study consisted of the owner of Maire Homewear, two resellers, and two consumers. Data analysis was conducted using the Miles and Huberman model which includes the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that Maire Homewear's branding strategy is still stronger in the offline realm, such as through the reseller system and participation in various exhibitions. Meanwhile, the utilization of digital marketing through Instagram and Shopee is considered less than optimal. Content shared on Instagram is still inconsistent, and interactive features such as live shopping on Shopee have not been maximized. This results in Maire Homewear's brand awareness remaining relatively low among the general public, although it has begun to build among loyal customers, both those who purchase directly from Maire and through its reseller network. This study recommends that Maire Homewear increase the consistency and variety of its digital content on Instagram, including customer testimonials, production processes, and educational content about its products. Furthermore, utilizing the live shopping feature on Shopee is expected to be a more interactive and effective promotional tool for building relationships with consumers and expanding market reach.

The objective of this mentoring activity is to increase the capacity of swimming pool managers, particularly in strengthening management and sustainable management strategies. With this increased capacity, it is hoped that Tirta Arum Swimming Pool can develop into a valuable village asset, both economically and socially. The swimming pool will not only provide a source of income for the village but also serve as a means of recreation, education, and social interaction for the surrounding community. The method used in this mentoring activity is Participatory Rural Appraisal (PRA), an approach that emphasizes active community participation in every stage of the planning process, decision-making, and program implementation. PRA enables village communities, including Tirta Arum Village-Owned Enterprise (BUMDes) managers, to analyze their environmental conditions, identify problems, and design contextual and sustainable solutions. This approach is implemented through structured mentoring, education, and training activities. Direct community involvement aims to foster a sense of ownership and responsibility for swimming pool management. In addition, with training tailored to local needs, managers are expected to be able to apply effective management principles, from planning and financial management to customer service and promotional strategies. Thus, the results of this activity are not only temporary improvements, but also long-term empowerment that contributes to the independence and business aspirations of the Village-Owned Enterprise (BUMDes). Through the PRA method, this activity not only provides an immediate solution to swimming pool management problems but also increases the independence of the community and managers in developing and operating the business sustainably. This increased community participation is expected to foster a sense of ownership (a sense of belonging) towards the swimming pool as a shared property.

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.

This quantitative study investigates the antecedents of Brand Loyalty in Genshin Impact players by examining the mediating role of Customer Value in the relationship between Experiential Marketing and Product Quality. Data were collected from 80 active players in Malang City using a purposive sampling technique and analyzed using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to examine the relationship between variables. The results revealed two distinct pathways to loyalty formation. First, Experiential Marketing demonstrated a significant influence on Brand Loyalty, both directly and indirectly through strong mediation by Customer Value. This suggests that emotional, sensory, and relational experiences during gameplay play a crucial role in creating perceived value and long-term engagement. Second, although Product Quality demonstrated a significant direct influence on Brand Loyalty, its influence was not significantly mediated by Customer Value. This indicates that while the game's graphical quality, system performance, and technical stability are highly appreciated, they do not automatically translate into customer value without a meaningful experience. This study concludes that in the Games-as-a-Service model, loyalty is built through a dual strategy: a combination of superior product appeal and holistic value creation derived from a rich, curated player experience. Therefore, game developers need to synergistically integrate experience and quality strategies to build long-term brand loyalty. The practical implications of these findings are highly relevant for game developers and digital marketers. Marketing strategies are no longer sufficient to simply highlight technical features or product specifications; they must also address the emotional and social dimensions experienced by players.

This study aims to determine and analyze the potential and challenges of culinary businesses, the implementation of digitalization and halal certification, and the development of an effective and sustainable model for the "Resto Apung" culinary business to support food economic independence in coastal villages. The research was conducted at "Resto Apung" using a qualitative descriptive method with data collection techniques such as interviews, observations, and focus group discussions. The findings show that the "Resto Apung" business holds significant potential as a culinary destination with a strong attraction due to its unique location and menu offerings based on local marine products. However, several challenges hinder its development, including low digital literacy among business managers, lack of structured and professional management systems, and the absence of halal certification which is crucial in targeting broader Muslim consumer segments. Currently, digitalization has only been applied in the marketing aspect, primarily through social media, while other aspects such as financial management, customer service, and operational processes are still managed conventionally. Nevertheless, the managers have shown awareness and initiatives to improve, especially in recognizing halal certification as a strategic competitive advantage. The proposed development model integrates digitalization into all aspects of business management, enhances human resource capacity through technical and managerial training, and includes efforts to obtain halal certification. This holistic approach is expected to increase the competitiveness of the culinary business, optimize local potential, and ultimately contribute to the achievement of food economic independence in coastal areas.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

Queues are a common phenomenon and are often encountered in various aspects of daily life, especially in places that provide public services. One of the places that is inseparable from the queue problem is Indomaret Jimbaran, Bali. The large number of buyers who send data to Indomaret Jimbaran during peak hours causes the queue rate to be high. This is due to the limited number of service facilities and the time provided to serve each visitor is limited so that the cashier cannot serve buyers optimally. Therefore, the researcher is interested in researching whether the service facilities provided by Indomaret Jimbaran are effective and efficient so that they can satisfy customers.Using the Kolmogorov-Smirnov test, it was found that the appropriate distribution for the interarrival time of customers is the Gamma distribution, while the service time follows the 3-parameter Weibull distribution. The queueing model used is . The results show that having three cashiers is sufficient to handle the level of customer traffic at Indomaret Jimbaran retail store.

This study aims to analyze the strategy of utilizing vacant spaces within airports to enhance non-aeronautical revenue through collaboration with Micro, Small, and Medium Enterprises (MSMEs). Given the growing importance of non-aeronautical revenue sources in the aviation industry, this research focuses on how airports can optimize underutilized spaces for commercial purposes. The research method applied is library research, where relevant literature, journals, and previous studies are reviewed to gain insights into successful strategies and best practices. The findings of the study indicate that the development of commercial spaces, such as fast-food tenants, retail outlets, and photo booths, can significantly enhance the passenger experience by providing convenient services and entertainment. Additionally, these developments offer a sustainable alternative revenue stream for airports, diversifying income beyond traditional aeronautical activities. The research also explores the role of the Value Proposition Canvas business model to assess the alignment between the value offered by these services and the needs of passengers. By applying this model, the study emphasizes the importance of understanding customer expectations and ensuring that airport services meet these demands. The analysis further highlights that successful implementation of these strategies requires careful planning, including collaboration between airport management, MSMEs, local governments, and sponsors. Building strong partnerships and ensuring mutual benefit are critical for maximizing the non-aeronautical revenue potential. The study concludes by suggesting that airports can leverage vacant spaces more effectively to not only boost revenue but also improve the overall passenger experience, contributing to the long-term sustainability and growth of the airport sector.

This study was conducted at Bio Live Healthy Home, located in Sei Bamban District, Serdang Bedagai Regency. The primary objective of this research is to determine how lifestyle, reference groups, and consumer attitudes influence the decision to use services offered by the institution. In a rapidly growing health and wellness industry, understanding consumer behavior is essential to improve service quality and increase customer engagement. To achieve the research objectives, the study employed a survey method with a quantitative approach. The target population consisted of service users, and a sample of 92 respondents was selected. Data collection was carried out through a combination of observation, interviews, documentation, and the distribution of structured questionnaires. The questionnaire was designed to capture variables related to lifestyle, reference groups, attitudes, and service usage decisions. Before conducting the main analysis, the data were tested for validity and reliability to ensure that the instrument accurately measured what it intended to measure. Furthermore, classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were conducted to confirm the feasibility of using a multiple linear regression model. The analysis was performed using the Statistical Package for the Social Sciences (SPSS) software. The results of the study revealed that lifestyle, reference groups, and attitudes each had a significant and positive influence on the decision to use services at Bio Live Healthy Home. This indicates that individuals with health-conscious lifestyles, influenced by their social environment and holding positive attitudes toward wellness services, are more likely to engage with the services offered. Moreover, these three factors collectively contributed to a meaningful explanation of the variation in consumer decisions. In conclusion, the findings highlight the importance for service providers to consider psychological and social factors when designing marketing strategies.

Competition in Indonesia’s business world today compels companies to strategize in order to outperform their rivals. Only those companies that are truly strong, implement competitive strategies correctly, and carry out intensive promotions will succeed. One promotional tool that is expected to directly establish, improve, dominate, or maintain mutually beneficial exchange relationships with customers is personal selling, particularly aimed at encouraging consumers to purchase the offered products.A company’s goal is to obtain maximum profit from its business operations. To achieve this, managerial expertise and capability are required to combine the functions within the company effectively. Personal selling is carried out by the company to introduce its products, influence and inform consumers, so they are encouraged to buy—ultimately increasing sales volume.This study seeks to examine whether personal selling has a significant impact on increasing sales volume at PT. Intermas Tata Trading, Surabaya branch. A qualitative approach is used, supported by both qualitative and quantitative data from the company. Data collection techniques include editing, tabulating, and interviews. Data processing involves simple correlation analysis, simple regression analysis, and t-tests. Hypothesis testing is conducted using statistical analysis with SPSS 16.0.The study results confirm that the hypothesis is true: the personal selling variable (X) has a significant influence on the sales volume (Y) at PT. Intermas Tata Trading, Surabaya. This is evidenced by the t-value (4.005) > t-table (2.228) at a significance level of 0.002. The simple correlation coefficient is 0.785 or 78.5%, indicating a very strong and positive relationship between the independent variable (personal selling) and the dependent variable (sales volume).

Delivery delays pose a major challenge in the e-commerce industry, often leading to decreased customer satisfaction and negatively impacting business operations. In this study, the XGBoost (Extreme Gradient Boosting) algorithm is applied to predict delivery delays based on a dataset containing 96,476 records. These records include various features relevant to the delivery process, such as shipping distance, carrier performance, and order characteristics. The model achieves a high overall accuracy of 93.24%, indicating strong general performance. In particular, XGBoost demonstrates excellent results in predicting on-time deliveries, achieving a precision of 93% and a recall of 100%. However, the model struggles to correctly identify delayed deliveries. The recall for delayed deliveries is 0%, and the F1-score is extremely low at 0.01. This significant discrepancy reveals a critical limitation in the model's performance — the inability to detect minority class cases (delayed deliveries) due to class imbalance within the dataset. The results highlight the importance of addressing data imbalance in predictive modeling for delivery outcomes. When the dataset is dominated by on-time delivery records, the model tends to be biased toward that class, failing to learn the patterns associated with delays. To improve performance, the study recommends integrating class balancing techniques such as SMOTE (Synthetic Minority Oversampling Technique) to generate synthetic samples of the minority class. Additionally, the use of alternative evaluation metrics beyond accuracy — such as precision, recall, and F1-score for each class — is suggested to provide a more comprehensive understanding of model effectiveness. Overall, the study provides valuable insights into the complexities of predicting delivery delays and outlines practical strategies for enhancing future models in e-commerce logistics analytics.

This study aims to examine the influence of pricing, promotion, and service quality improvement on the sales level in the telecommunications services of PT Sinergi Inti Andalan Prima, Tbk, located in Meruya Ilir, West Jakarta. The research adopts a quantitative approach using primary data obtained through the distribution of structured questionnaires. The population in this study consists of all permanent employees of the company, totaling 35 individuals. Given the relatively small population, a saturated sampling technique was applied, making all members of the population the research sample. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 25. The analysis process involved validity and reliability testing, classical assumption testing, and hypothesis testing through multiple linear regression analysis to determine the effect of each independent variable—pricing, promotion, and service quality improvement—on the dependent variable, sales level. The findings reveal that pricing has a significant positive effect on the sales level, indicating that appropriate and competitive pricing strategies can enhance sales performance. Similarly, service quality improvement also shows a significant positive influence on sales level, suggesting that better service delivery directly contributes to increased customer satisfaction and sales outcomes. Conversely, the study finds that promotion does not have a significant effect on sales level in this case. This may be due to promotional activities not being optimally targeted, lacking sufficient frequency, or failing to deliver persuasive messages to the intended market segment. Overall, the results highlight the importance of focusing on competitive pricing strategies and continuous improvement in service quality as key drivers of sales growth in the telecommunications sector. The study recommends that PT Sinergi Inti Andalan Prima, Tbk prioritize these two aspects while reevaluating its promotional strategies to ensure better alignment with customer needs and market conditions.

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.