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  The purpose of this study is to analyze the relationship of Promotion to Buying Decision and Hedonic Shopping Motivation as intervening variables. The independent variable analyzed in this study is Promotion. The dependent variable analyzed in this study is Buying Decision. The intervening variable in this research is Hedonic Shopping Motivation. The sample used in this study consisted of 100 tourists from Grand Maerakaca. Sampling was done by purposive sampling method by distributing questionnaires. The data analysis in this study used the Structural Equation Modeling (SEM) analysis method. Data analysis in this study used discriminant validity tests, reliability tests, model quality tests, and hypothesis testing with the help of SmartPLS 3 data processing software. The results show that Promotion has a positive and significant effect on Buying Decision, Promotion also has a significant positive effect on Hedonic Shopping Motivation and Hedonic Shopping Motivation has a significant positive effect on Buying Decision. Another result of this research is that Promotion has a significant positive effect on Buying Decision Hedonic Shopping Motivation as an intervening variable.

Technological developments have changed consumer behavior in purchasing fashion products, especially through online platforms and social media. Viral marketing and live streaming are the main strategies in influencing purchasing decisions by reaching consumers widely and in real-time. This research aims to explore the influence of these two strategies on consumer purchasing decisions at the Nabila Fashion Store. This study identified several problems such as less interesting viral content, lack of product explanations from influencers, unstable networks during live streaming, promotions that are too long, and lack of consistency in promotions via social media. Based on this background, the research problem formulation includes the partial influence of viral marketing, the partial influence of live streaming, and the simultaneous influence of both on consumer purchasing decisions. The research results show that both viral marketing and live streaming have a significant influence on purchasing decisions. Viral marketing helps in disseminating product information quickly and effectively, while live streaming provides direct experiences to consumers, influencing purchasing decisions through real-time interactions and exclusive promotional offers. In conclusion, the implementation of viral marketing and live streaming can increase consumer purchasing decisions at the Nabila Fashion Store. Recommendations include improving the quality of viral content, improving network stability during live streaming, shortening the duration of promotions, and increasing consistency in promotions via social media to maximize influence on consumer purchasing decisions.

The purpose of this service is to find out how and how much influence the use of the management control system (SPM) and marketing strategies implemented at the Campus Coffee Shop has to improve quality so that it can survive in the competition of similar coffee shop businesses. Marketing development strategy for campus coffee shops (KOKAM). Several approaches that can help coffee shops around campus increase their attractiveness and business success include understanding the target market, strong branding, menu variations, special promotions for students, collaboration with student organizations, a comfortable and instagrammable atmosphere, promotions on Social Media. Conclusion Warkop campus coffee (KOKAM) is growing and attracting more customers, prioritizing the quality of the products sold, warkop is a comfortable place with affordable coffee prices with the aroma and taste of coffee being the main attraction, by creating a variety of different coffee flavors, take advantage of social media platforms to introducing warkop.

The promotion of online gambling through social media such as Instagram and WhatsApp is increasingly attracting public interest, even though it violates the law in accordance with Article 27 Paragraph (2) of Law Number 19 of 2016. Case at the Tanjung Karang District Court (Number 892/Pid.Sus/2023/PN .TJK) revealed that online gambling promotion is a criminal offense with the threat of prison sentences and fines. What is the criminal liability of perpetrators who promote online gambling products and what is the basis for the judge's considerations in imposing criminal penalties on perpetrators who promote online gambling products? Data analysis uses qualitative data analysis. The judge's decision is in accordance with applicable law, taking into account legal, sociological and philosophical aspects. In this case the judge placed more emphasis on the sociological and philosophical aspects. Hakim used Mackenzie's theory, emphasizing balance, artistry, intuition, and a scientific approach. Criminal liability must be strictly legally necessary to protect society from the negative impacts of online gambling. The criminal liability contained in decision number 892/Pid.Sus/2023/PN.TJK regarding online gambling promotion involves several defendants. This decision emphasizes the importance of law enforcement in maintaining justice and public security, and shows the appropriate application of the law to punish the promotion of illegal gambling.

Korean fever or often referred to as the Hallyu Wave is now continuing to grow along with technological developments and ease of internet access. Dikta and Law, by Dhia'an Farah, is one of the many popular fiction stories that is fortunate to be currently being broadcast as a series on WeTV. However, behind the success of the Dikta and Hukum story, there was controversy that arose. The name Jeno, one of the characters in the story Dikta and Hukum, has become a debate on social media, especially for NCT Dream fans. The reason is, Jeno is the stage name of one of the members of NCT Dream (Lee Jeno) and is considered to be used illegally in the Dikta and Hukum series. This controversy arose because the novel writer and series production party used the name Jeno without the permission of the name owner or his agency, namely SM Entertainment. This research aims to analyze copyright protection for the use of names and visuals of Korean artists (SM Entertainment) in the novel and series "Dikta and Hukum". This research uses qualitative methods with an exploratory study approach. Copyright regulations for the use of artists' names and visuals in literary works, novels and TV series are contained in Article 43 of Law no. 28 of 2014 concerning Copyright point d only states that the distribution of copyrighted content is not commercialized, it does not constitute a Copyright violation. Apart from that, this issue is also regulated in the Constitution of the Republic of Korea in Copyright Act Article 137. Dikta and Hukum works in both novels and TV series are both considered to violate copyright because of the use of the artist's name on the character and the artist's photo as promotional content. Even though the Dikta and Law case did not reach the court table, issues related to copyright violations in the K-pop world must continue to be raised and strict action will be taken against violators because it has become a habit that is considered permissible for many people.    

Micro, small and medium enterprises (MSMEs) play an important role in the Indonesian economy. Tulungagung Regency is one of the regions in East Java that has quite large MSME potential. Even though they have quite large income potential, MSMEs in Tulungagung also face a number of challenges such as a lack of knowledge among business actors regarding promotional media, use of technology, use of social media, as well as obstacles related to marketing and market access that does not reach many groups. One effective solution to overcome the obstacles faced by MSMEs is a business mentoring program, which enables MSMEs to acquire the knowledge and skills needed to design and implement effective promotional strategies. The data collection method uses primary data through interviews, observation, practice, and documentation and secondary data, using literature. The analysis used in mentoring MSMEs is a descriptive method with a qualitative approach in the form of descriptions and narratives complete with pictures and explaining conditions during mentoring MSMEs. Efforts to optimize promotional media through business assistance is a program used to help improve better promotional methods so that they can expand the marketing reach of MSMEs, especially in Tulungagung Regency. The flow of assistance carried out is, program introduction, delivery of material, implementation of promotional media practices, and closing. This activity was carried out in Tulungagung Regency, with a target of assisting 32 businesses every month. With this systematic approach, it is hoped that MSMEs can increase the visibility of their products, expand market reach, and build a strong brand identity. In addition, active participant participation and input from them also allows the program to continue to be improved and adjusted to be more effective in the future.

In an increasingly advanced world, technology can be realized by micro, small and medium business entities (MSMEs). One of the marketing media that is currently in great demand by MSMEs to support sales and promotions is digital marketing. This progress is considered very useful as a business marketing strategy which is also carried out by MSMEs. Use of e-business, e-commerce and social media to support MSMEs in the areas of promotion, marketing and sales. The purpose of this research is to identify the business income obtained and the importance of implementing digital marketing after using digital marketing. The results of this research found the importance of implementing digital marketing in the process of advancing micro, small and medium enterprises (MSMEs). So Digital Transformation can help organizations change the way they operate, increase their ability to adapt to change, and improve the quality of their services.    

The coffee shop population continuing to grow in Indonesia, competition is becoming increasingly fierce in creating coffee shop brands, coffee shop business owners will increasingly compete for customers in order to survive amidst the proliferation of coffee shops, especially in the Tangerang area. The presence of a visual identity can be the key for a brand to create a significant impact, including in terms of differentiating itself and providing uniqueness compared to its competitors. Proko Coffee is a coffee shop that was founded in 2020, precisely June 1 2020 and was founded by Maredo Gustam. This coffee shop located in Tangerang does not yet have a visual identity that is identified and well presented, especially in the logo and promotional media, and does not yet have brand guidelines. consistent. So, with this final assignment the aim is to redesign the Proko Coffee logo and promotional media to strengthen the brand identity so that it can develop amidst the rapid growth of coffee shops in Indonesia. Based on this problem, the author redesigned the logo and promotional media owned by Proko Coffee Shop from Tangerang using a qualitative approach, namely by distributing a survey questionnaire containing several questions regarding the visual identity and logo of Proko Coffee to people who spend a lot of time in coffee shops. as well as directly interviewing related parties. As a result, this final project uses Graphic Standard Manual (GSM) which will be applied to supporting media properly and consistently.

This research aims to design packaging and promotional media for the Lebaran edition of Tango Walut products with a focus on increasing consumer appeal in the competitive modern market. The design process includes in-depth analysis of products and markets,exploration of creative ideas, development of attractive designs, and implementation of effective marketing strategies. The resulting packaging design displays typical Eid visual elements with bright colors and illustrations that evoke the spirit of celebration. The marketing strategy implemented involves offline marketing and online marketing with social media campaigns, both of which are designed to increase consumer awareness, interest, desires and purchasing actions. The final result of this design is expected to increase the visibility and sales of Tango Walut products during the Eid period, as well as strengthen the brand's position in the FMCG market.

Website is an existing facility on the internet, and is one of the alternative means of information and promotional media used to get new news. The purpose of making the site of SMK Negeri 1 OKU Selatan is to assist in promoting and informing the School so that it is easy to access by all people wherever they are. Therefore this study took the initiative to Build a School Website at SMK NEGERI 1 OKU SELATAN using PHP & MYSQL as a means of promotion and information. The research subjects in this thesis are South OKU 1 Public Vocational School The software used in making South Oku 1 South Vocational School website is Adobe Photoshop CS3, XAMPP, PHP, Sublime Text and MySQL. The result of this final project is a website for SMK Negeri 1 Oku Selatan, the website was developed using PHP and MySQL. The contents contained in the website are in the form of information about agencies such as: profile, department, gallery and contact that can be contacted at the SMK NEGERI 1 OKU SELATAN institution.

This research aims to analyze the factors that influence the success of cafe businesses in Padang City. The research method used is quantitative with multiple linear regression analysis techniques. The research results show that the factors that influence the success of cafe businesses in Padang City are business location, product quality, product price, promotions and customer service. The problems found when conducting this research were that the marketing strategy was still lacking, there were many competitors, and the condition of the café building was still inadequate. The solution to the problem is, increasing marketing through social media, the products produced must be more varied and of better quality and provide a delicious and unique taste so that they can satisfy customers and the business is able to compete in market share, decorating the place to make it look more unique and attractive so that customers feel at home relax in a comfortable room. This article was prepared by observation, collecting data in interviews, and documentation. The results of this research show that customer satisfaction depends on the products produced and the services provided by employees.

Social media has become a very effective and efficient tool to promote products and services, including in the agricultural sector. The training was held at the Sumber Jaya Catfish Farmers Group Perum Griya Asri I Tambun Selatan District, Bekasi Regency and aimed to improve the ability of its members to utilize the Facebook platform as an effective and efficient promotional media. The methods used in this training include presentations, direct practice, and group discussions. Training materials include making accounts and Facebook pages, promotional content strategies, as well as interaction management techniques with customers. The results of this training showed an increase in the knowledge and skills of participants in using Facebook to promote catfish production in the Sumber Jaya catfish farmer group. Participants are expected to be able to create and manage Facebook pages, as well as design interesting content to increase visibility and sales. This training is expected to be a model for other farmer groups in utilizing social media to expand the market and improve the welfare of group members. The activities of implementing community service with the target of the purpose of the Community Service (PKM) implementing team to make field observations are to directly observe the location of the target area. The outputs to be achieved are: Publications in Print or Electronic Scientific Journal Articles in accredited national journals, articles in national journals are not accredited and local, articles in print or electronic media, both national and local, implementation documentation with photos of activities, and improvement the knowledge and skills of participants in using Facebook to promote catfish production in the Sumber Jaya catfish farmer group.

Promotional strategies are used in marketing to determine the best way to bring products or services to certain markets, but sometimes in companies these strategies are often not optimal, as is still done by the printing and advertising company Permata Jaya Printing which only uses print media in the form of banners, posters , word of mouth and social media so that this promotional strategy is considered less effective in reaching a wider audience. To support the promotional media used by Permata Jaya Printing, the author tries to offer another alternative, namely the use of promotional media in the form of digital advertising videos based on motion graphics as a solution to this problem which is then distributed via social media. . Media such as Instagram and WhatsApp. The author chose to use the Research and Development (RnD) method in carrying out research which aims at the process of systematically searching for new knowledge, ideas, products and technologies, as well as developing and applying them to encourage innovation and growth. User efficacy test results were 83.5%. which is classified as very effective. So that this advertising video product can be declared feasible

The current business environment has become increasingly competitive Due to this competitive market, every company must constantly be vigilant of the competition in its work environment Every business actor must be able to implement successful marketing tactics and continuously improve these marketing strategies in order to compete in a strong and tight market Affordable prices and attractive promotions can attract consumers and enhance purchasing decisions for a product to be marketed This research is conducted with the aim of understanding the impact of Price and Promotion on purchasing decisions. The method used in this research is quantitative statistical research method, using a research instrument in the form of a questionnaire distributed through the researcher's social media, and utilizing SPSS version 25. Based on the questionnaire results from 98 respondents, it can be concluded that affordable and appropriate prices, as well as attractive promotions, significantly influence consumer purchasing decisions.

Public Service Announcements (PSA), commonly known as Public Service Advertisements (PSAs), are promotional strategies used in social marketing activities. Like commercial advertisements, the effectiveness of PSAs is crucial in changing target behaviors according to social marketing goals. Therefore, creative strategies in crafting persuasive messages and media placement are essential. Public service announcements serve as a medium for delivering social messages to the public, conveying information, and raising awareness about specific issues. This study employs a literature review method to understand relevant theories. Public service announcements play a significant role in increasing public awareness and are part of pragmatic discourse with illocutionary speech acts. The history of PSAs dates back to 1942 in the United States and has developed in Indonesia since 1968. Types of PSAs include corporate and political advertisements. PSA provide benefits such as raising awareness of social issues, providing education, fostering solidarity, and addressing existing problems. Examples of PSAs include reducing plastic usage, highlighting the dangers of smoking, environmental protection, corruption prevention, health protocol adherence, and drug abuse prevention.

Smoking has very negative health consequences. The dangers of smoking must be recognized from school age. The snakes and ladders game is an interesting type of educational media that can be used to increase students' knowledge about the dangers of smoking. The aim of this research is to find out how the use of the snakes and ladders game impacts junior high school students' knowledge about the dangers of smoking.This research is considered quasi-experimental with a non-randomized control group pretest and posttest approach. The number of respondents in this study was 90 students, where respondents were divided into 2 groups, namely the treatment group who were given health education using comic-based Photonovella media and the comparison group using conventional methods (posters). Data were collected using a questionnaire and analyzed using the Wilcoxon Test and Mann Whitney U Test. The results of the Wilcoxon test showed a significant increase in the post test scores for the knowledge and behavior variables in both the treatment and comparison groups, but there was no significant increase in the post test scores for the attitude variables. Then the results of the Mann Whitney U Test (sig.2-tailed) on knowledge (0.007 < 0.05), attitudes (0.217 > 0.05), and behavior (0.024 < 0.05). This indicates that there is a significant difference between the scores of the treatment group and the comparison group on the knowledge and behavior variables, but there is no significant difference on the attitude variable.Comic-based photonovella can be used in the learning process because they are very effective in increasing children's knowledge, attitudes and behavior about the dangers of smoking. Therefore, this can be used as an alternative learning media to increase students' knowledge of health by increasing their knowledge about health.

This study aims to analyze the influence of Instagram social media promotion effectiveness on brand awareness and consumer purchase intention, with a case study on Bistro Balige, North Sumatra. Using a quantitative approach with a survey method, this research involved 70 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Model (SEM) with the assistance of SmartPLS 4.0. The results show that the effectiveness of Instagram promotion has a positive and significant effect on brand awareness and consumer purchase intention. However, brand awareness does not have a significant influence on purchase intention. These findings provide valuable insights for culinary businesses in tourist areas like Lake Toba in optimizing their digital promotion strategies.      

Electronic vehicles (EV) are not only an alternative for fossil fuel cars to reduce the rate of air pollution but also as a strategy to expand market share in Indonesia. This research aims to analyse the Wuling Air EV product strategy in attracting consumer to purchasing the electric cars. The research was conducted using a descriptive qualitative approach. Research data comes from search results in various digital databases and official publications. The research results show that the success of Wuling Air EV sales cannot be separated from the implementation of an omnichannel marketing strategy (offline and online) to attract consumer interest in electric vehicles. The omnichannel marketing strategy implemented involves various channels, both online or social media and directly through car shows or at dealers. This makes Wuling Motors take the opportunity, apart from intensifying promotions at dealers, offline exhibitions or car auto shows, but to utilize online marketing Wuling collaborating with car reviewers and influencers, providing options for purchasing or booking via e-commerce, and provide a home test-drive simply through the application. In this way, Wuling Indonesia has a goal of being able to create a touch point with the public regarding electronic vehicles (EV) both offline and online.

With the advancement of technology, competition in the mid-to-low-end business sector has intensified. Both large businesses and Micro, Small and Medium Enterprises (MSMEs) are facing challenges and obstacles. On the other hand, MSMEs will have greater opportunities to market their products due to advances in information technology. When starting a business, branding communication is very important. Each individual has a different brand image. By using the right promotional strategy, effective branding communication can provide consumers with the opportunity to recognize certain goods and services, evaluate their quality, reduce purchase risks, and get different experiences and satisfaction. Every business field must have a strategy to increase sales. The right promotional strategy can communicate branding well. To achieve goals, every business sector needs a promotional strategy, especially for micro, small and medium enterprises (MSMEs). Promotion planning is carried out to improve services and sales by introducing products to potential customers and improving services by focusing on online-based promotions by utilizing social media and marketing through the marketplace. In a startup business, where the business has just started and continues to grow, business actors are considered necessary to continue to develop products and find the right target market. The purpose of this Community Service activity is to provide an assessment of branding and promotional communication strategies to increase customers for this startup business.      

Indonesian people are increasingly creative and innovative in making new recipes to add to their daily food needs, besides that they are also creative in making snacks typical of their region. Currently, according to young people and parents, snacks are much loved, besides that with a distinctive taste from the West Java region in the city of Bandung which is familiar to be heard or felt by people who mostly like snacks with a spicy taste, namely "Seblak". The business being run certainly requires a way to attract customers to come and try it, therefore it is necessary to hold consistent marketing, marketing is carried out by promotional activities which is one of the important ways to compete not based on price but taste quality. The results of observations that I have made meeting directly with seblak owners mention the problems faced by the lack of understanding of the management and business planning needed, especially in terms of marketing, which currently requires the use of technology in its implementation. MSME empowerment requires more comprehensive and systematic planning that is able to facilitate MSMEs in solving the problems they face. As well as readiness in the use of technology such as promotional activities that are not only carried out through automatic whatsapp with a limited range of buyers, followed by promotions carried out through social media such as Instagram and Facebook because they are social media that are used more frequently so that the sales market is also wider, and currently in the age of all technology we can also take advantage of technology to do business by selling products in marketplaces such as gofood, gojek, grab etc.. That way, increasing the empowerment of MSMEs is increasingly developing from various sides.