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The development of the digital era has triggered a significant transformation in consumer shopping patterns, which have now shifted from conventional retail to Quick Commerce (Q-Commerce). This article analyzes the phenomenon of changing consumer behavior driven by preferences for speed, practicality, and time efficiency, with the COVID-19 pandemic as the main catalyst. The study highlights that the success of Q-Commerce is highly dependent on Logistics Service Quality (LSQ), particularly in terms of timeliness, courier interaction quality, and order condition. Despite offering convenience that disrupts physical retail, this business model faces serious sustainability challenges, including high last-mile operational costs, difficulty achieving profitability leading to the closure of several market players, and intense competition from hybrid retail models. In addition, traffic safety issues and increased carbon emissions are highlighted as social and environmental impacts. This study concludes that while Q-Commerce holds great potential, its sustainability requires strategic innovations that balance service speed with cost efficiency and ecological responsibility.vThe development of the digital era has triggered a significant transformation in consumer shopping patterns, which have now shifted from conventional retail to Quick Commerce (Q-Commerce). This article analyzes the phenomenon of changing consumer behavior driven by preferences for speed, practicality, and time efficiency, with the COVID-19 pandemic as the main catalyst. The study highlights that the success of Q-Commerce is highly dependent on Logistics Service Quality (LSQ), particularly in terms of timeliness, courier interaction quality, and order condition. Despite offering convenience that disrupts physical retail, this business model faces serious sustainability challenges, including high last-mile operational costs, difficulty achieving profitability leading to the closure of several market players, and intense competition from hybrid retail models. In addition, traffic safety issues and increased carbon emissions are highlighted as social and environmental impacts. This study concludes that while Q-Commerce holds great potential, its sustainability requires strategic innovations that balance service speed with cost efficiency and ecological responsibility.

This Community Service Program (PKM) aims to provide direct socialization and mentoring to Micro, Small, and Medium Enterprise (MSME) actors in Biring Ere Village to enhance the quality and sustainability of their businesses. MSMEs play a vital role in the village economy as drivers of local economic growth and employment. However, various obstacles such as limited access to capital, low quality of human resources, restricted market access, lack of product innovation, and weak business management remain major barriers. This community service activity was conducted through interactive socialization methods, skills training, direct mentoring, and focused group discussions involving MSME actors, village heads, village officials, and the general community. The materials presented included business development strategies, basic financial management, product marketing techniques, product innovation and diversification, and access to capital. The results demonstrated increased understanding among MSME actors regarding business development strategies, heightened motivation to innovate, formation of collaborative business groups, and enhanced awareness of the importance of sound business management. This program has had a significant impact on empowering the community's economy and strengthening the capacity of MSME actors in Biring Ere Village to face global economic challenges.

The rapid development of smartphone technology today creates challenges for consumers and manufacturers in determining an objective price range based on highly varied technical specifications. This study aims to implement the Random Forest algorithm in classifying smartphone price ranges into four main categories, namely low, mid-range, high, and flagship. The research method was carried out systematically through the stages of loading a dataset of 2,000 entries, exploratory data analysis (EDA) to ensure data integrity, and model training with a training and testing data split of 80:20. The results showed that the Random Forest model achieved a significant overall accuracy rate of 89%. Based on feature importance analysis, it was found that RAM capacity was the most dominant determining factor, contributing 47% to prediction accuracy, followed by battery power and screen resolution as supporting features. These findings have strategic implications for manufacturers to prioritize memory capacity upgrades in determining product pricing in the market, as well as providing guidance for consumers in assessing the fairness of a device's price based on its technical capabilities.

This community service program aims to empower the community of Ujung Tanah District, Makassar City in circular economy-based waste management. Ujung Tanah District as a coastal area with high population density faces complex waste problems, especially waste that ends up in the sea and disrupts the coastal ecosystem. The activities were conducted in four urban villages, namely Ujung Tanah, Tabaringan, Pattingalloang, and Pattingalloang Baru, involving 120 households as direct participants. The implementation methods included socialization and education, waste sorting and processing training, establishment of Waste Banks, mentoring for recycled product creation, and marketing system development. The results showed a significant improvement in community knowledge about waste management, with average scores increasing from 45.2 to 82.6. Four active Waste Bank units were established with a total of 320 household customers. The managed waste volume reached 2.4 tons per month with an economic value of IDR 8,500,000 per month. Recycled products include ecobrick crafts, bags from plastic packaging, and compost fertilizer. This program successfully changed the community paradigm from dumping waste into the sea to managing waste as a source of income.

Lovebysisdaisy is a micro, small, and medium enterprise (MSME) producing handmade phone charm accessories and operating as a home-based business with limited digital marketing capabilities. This community service program aimed to strengthen digital marketing through Instagram optimization and the utilization of Shopee as an e-commerce platform. A participatory approach was applied, involving the business owner from problem identification to evaluation. Methods included observation, interviews, and digital documentation, followed by assistance in content development and Shopee store management. The results show that structured Instagram content improved visual consistency and audience engagement, while the establishment of a Shopee store enabled organized product catalogs and initial customer interactions. These outcomes indicate increased digital awareness and readiness of the MSME to implement sustainable online marketing strategies and expand market access.

In the context of Indonesia's post-pandemic financial market dynamics, investment and financing decisions often face challenges of cash flow uncertainty and capital cost volatility, requiring a Profitability Index (PI) and Weighted Average Cost of Capital (WACC) perspective to ensure optimal resource allocation to maximize company value. This study aims to analyze the effectiveness of investment and financing decisions through the integration of PI and WACC based on a synthesis of the latest literature. A descriptive qualitative approach was used through a literature study with secondary data from financial journals and textbooks from 2021-2025, collected from Google Scholar and university repositories, then analyzed thematically with data reduction, presentation, and literature triangulation to interpret the PI, IRR, and WACC indicators. The results show that PI is consistently >1 (ratio of 1.15-1.45) and IRR > WACC (average of 10-12%), confirming the feasibility of 70% of manufacturing projects, while WACC of 9.8% from the optimal capital structure (debt ratio of 40-50%) supports an effective tax shield, despite being constrained by multiple IRRs, conflicting metric rankings, and BI interest rate fluctuations that increase implicit costs by up to 15%. It can be concluded that PI-WACC integration increases theoretical profitability by 12% through precise allocation, but is limited by the generalization of secondary data; a hybrid model with mixed-method validation is recommended for the non-manufacturing sector in emerging markets.

It is very important to teach young people to become entrepreneurs, especially in rural areas that have local economic potential but have not been properly managed. The purpose of this community service activity is to increase the awareness, knowledge, and entrepreneurial skills of Karang Taruna youth in Sukatani Village, Banyuasin Regency. The community service program was designed using a participatory approach, which included entrepreneurship workshops, digital marketing training, identifying business opportunities based on local resources, and obtaining assistance to develop simple business plans. Interactive lectures, group discussions, practical simulations, and participant comprehension assessments were all methods used to implement the methodology. The results of the activities showed a significant increase in participants' knowledge of basic entrepreneurship concepts. They also became more capable of analyzing and identifying local business opportunities and acquired practical skills to market products through various digital platforms. Participants also showed increased motivation and confidence to start their own businesses. This program demonstrates that entrepreneurship education can help rural youth improve their lives, promote economic independence, and support sustainable local economic growth. It is hoped that these findings will serve as a model for implementing similar programs in other rural areas.

This study aims to examine the influence of product innovation, digital marketing, and business networking on the competitiveness of small and medium-sized enterprises (SMEs), with customer engagement positioned as a mediating variable. Employing a Systematic Literature Review (SLR) approach, thirty Scopus-indexed articles published between 2020 and 2025 were analysed to synthesise theoretical and empirical insights related to SME competitiveness in contemporary digital and urban business environments. The findings indicate that product innovation, digital marketing, and business networking each play a significant role in strengthening SME competitiveness, particularly within markets characterised by rapid technological change. Customer engagement emerges as a critical mediating mechanism that connects these strategic variables to sustainable competitive advantage. It enhances the impact of innovative and digital strategies by fostering stronger emotional, behavioural, and participative interactions between SMEs and their customers. The review also highlights that SMEs adopting integrated digital management practices, such as the utilisation of human-resource information systems (HRIS) and data-driven decision-making tend to demonstrate greater adaptability, market responsiveness, and long-term performance. The study contributes theoretically by integrating resource-based and dynamic capability perspectives, offering a holistic understanding of how digital and relational capabilities interact to elevate competitiveness. Practically, the findings provide strategic guidance for policymakers, SME managers, and practitioners in designing innovation-oriented and digitally enabled initiatives that support sustainable SME growth in the digital era.

In response to the escalating challenge of packaging waste in the beauty industry, The Body Shop Indonesia has implemented a Green Marketing Mix through its Bring Back Our Bottles (BBOB) and Refill Station programs. This study aims to analyze the strategic implementation of this approach, assess consumer perceptions and engagement, and explore the inherent challenges and opportunities for future development. Employing a qualitative case study approach, the research collected data from five respondents who are The Body Shop consumers with prior participation in either the BBOB or Refill Station programs. Data were gathered through semi-structured interviews, observation, and a comprehensive literature review. Thematic analysis was subsequently performed, with findings validated through source and method triangulation. The results indicate that The Body Shop’s Green Marketing Mix has been effectively implemented, particularly in the elements of product (environmentally friendly packaging), promotion (campaigns via digital and print media), and physical evidence (store design that promotes a natural ambiance). Despite positive consumer responses and a strengthened brand image, persistent obstacles were identified, including limited access to program locations and insufficient information dissemination. The programs were found to be effective in enhancing customer loyalty and hold significant potential for expansion, particularly through targeted education and collaborative initiatives with youth communities. This study recommends expanding the programs’ geographical coverage, strengthening digital communication, and establishing strategic community partnerships. The findings are expected to make a meaningful contribution to the development of sustainable green marketing strategies within the beauty industry.

To improve the competitiveness and well-being of local communities, the growth of community-based village tourism requires the assistance of digital technology. Although Sugihen Village has significant potential for natural and cultural tourism, the use of digital technology in tourism administration and promotion is still minimal. The objective of this community service project is to utilize digital technology to transform community-based tourism in Sugihen Village. The approach used was Participatory Action Research (PAR), which included the stages of needs analysis, digital literacy training and capacity building, implementation of digital tourism technology, mentoring, monitoring, and evaluation. The results of the community service included increased community digital literacy, a stronger position of the Pokdarwis institution in tourism management, and a shift in community perspectives on the use of digital technology as a consequence of the community service activities. In addition to being a marketing tool, digital technology also empowers the community in independent and sustainable tourism management. This activity concluded that the independence of the Sugihen Village community can be strengthened and community-based tourism can be transformed through the use of digital technology accompanied by a participatory approach.

This study aims to determine the influence of marketing strategies and consumer commitment on purchasing decisions for Yamaha NMAX products in Rimbo Bujang using quantitative analysis descriptive research methods with SPSS 26 tests on 96 respondents. The results of the study indicate that the Marketing Strategy variable (X1) has a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. Then the Consumer Commitment variable (X2) also has a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. While simultaneously Marketing Strategy (X1) and Consumer Commitment (X2) together have a significant influence on the Purchase Decision (Y) of Yamaha NMAX products in Rimbo Bujang. The coefficient of determination (R²) value of 0.777 indicates that 77.7% of the variation in Purchase Decisions is influenced by Marketing Strategy and Consumer Commitment, while the remaining 22.3% is influenced by other factors outside this study. These findings provide important insights for more effective business strategies, especially in increasing product sales through a better approach to consumers. By understanding the factors that influence purchasing decisions, companies can optimize more targeted marketing strategies and increase levels of consumer satisfaction and loyalty.  

This study focuses on the development of pumpkin shortcake (Curcubita moschata) as a dessert innovation, utilizing the potential of Indonesia’s local food resources, which are highly nutritious and widely available. Pumpkin is well known for its high dietary fiber content that supports digestion, as well as its antioxidant properties that may reduce the risk of cancer and chronic diseases. While traditional shortcakes are commonly made with strawberries, this innovation aims to substitute conventional ingredients with pumpkin, thereby not only enhancing nutritional value but also supporting the local farming economy. The main objectives of this research are to identify the production process and formulation of pumpkin shortcake, evaluate consumer acceptance of the product, and analyze packaging and presentation strategies that enhance consumer appeal. The production process involved selection, washing, steaming, and pureeing of pumpkin, followed by weighing, mixing, molding, baking, cooling, filling, and cutting. The third experiment successfully produced a product that met all sensory criteria, including color, taste, texture, and aroma. A hedonic test involving 35 untrained panelists indicated that pumpkin shortcake with 25% liquid milk and 75% pumpkin (Code 731) was the most preferred, particularly in terms of taste and color, while the 50% milk and 50% pumpkin formulation (Code 281) was most favored for aroma and texture. The findings conclude that the formulation of pumpkin shortcake with 25% liquid milk and 75% pumpkin is the most accepted by consumers. Attractive packaging and presentation are also emphasized as essential strategies to enhance product appeal and market value.

The rapid development of e-commerce as part of the broader digital transformation has introduced various new forms of transactions that were not explicitly recognized in classical Islamic jurisprudence. These include digital contracts, non-physical goods, cloud-based services, and electronic payment systems. Such innovations present a range of legal challenges, particularly concerning the validity of contracts, the legal status of digital products, the permissibility and security of electronic payment methods, and the protection of consumers in online transactions. To address these challenges, Islamic scholars have increasingly turned to ijtihad the process of independent reasoning and interpretation—as a methodology capable of providing legal solutions for contemporary issues. This study employs a qualitative approach, primarily through literature review, to examine the foundational principles of ijtihad, various methodological tools, and their applicability to different aspects of e-commerce transactions. The findings demonstrate that ijtihad methods, including qiyās (analogical reasoning), istislāh (consideration of public interest), istihsān (juridical preference), and ‘urf (customary practice), enable Islamic law to remain adaptive and flexible, while still oriented toward justice and public welfare. By applying these methods, Islamic jurisprudence can provide legal certainty, uphold fairness, and ensure that e-commerce practices align with Shariah principles, ultimately fostering trust and ethical behavior in the digital marketplace.

Sriwijaya 8 Kost is an accommodation business located in Curug Sangereng, Gading Serpong. This business was developed to meet the housing needs of students and workers in the area. This study aims to analyze the feasibility of Sriwijaya 8 Kost based on nine aspects, namely legal aspects, human resource management aspects, market and marketing aspects, technical aspects, consumer behavior aspects, financial aspects, PEST aspects, environmental & industrial aspects, and risk aspects. This study uses a qualitative approach with a case study method through observation, interviews, and document analysis. The results show that the business has great market potential, supported by its strategic location and appropriate consumer segmentation. Technical planning related to facilities, layout, and operations has been well designed to ensure the comfort and safety of residents. Financial analysis shows that the business is feasible with a BEP of 3 rooms per month, a payback period of 7.7 years, an IRR of 5.023%, and an ROI of 129.5%. External factors such as government policies and high demand for housing further strengthen the feasibility of the business. Overall, Sriwijaya 8 Kost is deemed viable for operation and development, with a need for continuous improvement in legality, financial record-keeping, service quality, and risk mitigation.

This study seeks to investigate a consumer behavior model by evaluating the impact of interactive technology-driven digital innovation and perceived value on digital engagement, with customer behavior serving as a mediating variable within the retail sector in Jambi Province. A quantitative research design utilized a survey method with 150 retail consumers as participants. We used Structural Equation Modeling–Partial Least Squares (SEM-PLS) to look at both the measurement and structural models. The findings of the measurement model show that all indicators match the requirements for convergent validity. The outer loading values are all over 0.70, which means that the construct is reliable and valid. The evaluation of the structural model indicates that perceived value exerts a positive and significant influence on both consumer behavior and digital engagement. Also, how people act as consumers has a big effect on how they contact with and participate in digital media. This means that people who think retail services are more valuable are more likely to interact with and participate in digital media. Nevertheless, interactive technology-driven digital innovation does not exhibit a substantial direct impact on customer behavior or digital engagement. These findings suggest that value perception is more influential than technology innovation in determining consumer responses inside digital retail environments. This research enhances the body of knowledge regarding consumer behavior and digital marketing by highlighting the strategic significance of perceived value in augmenting consumer involvement within digital retail contexts.

After achieving success with the #LoveAvoskinLoveEarth initiative, Avoskin continues its efforts by launching a new eco-friendly campaign called #MulaiDariMejaRias. In this campaign, Avoskin invites skincare product users to be more careful in choosing care items, and to use appropriate products for simplicity and sustainability. Brand image plays a very important role in marketing its products. One way to build a positive view in the community is through campaign activities. This study aims to analyze the impact of the message from the #MulaiDariMejaRias campaign via Instagram @avoskinbeauty, assess Avoskin's Brand Image related to the campaign, and evaluate the influence of public relations messages in the #MulaiDariMejaRias campaign on Avoskin's Brand Image on Instagram. The theory applied in this study refers to Messages from Perloff (2017), Soemirat, Soleh & Ardianto (2018) regarding brand image variables. The approach used in this study is a quantitative approach with a survey method to 86 respondents of Instagram followers @avoskinbeauty, using a random sampling technique. The research results showed a 41% impact of the #MulaiDariMejaRias public relations campaign message on Avoskin's brand image on Instagram. Furthermore, the #MulaiDariMejaRias campaign message was emotionally and linguistically effective, and the campaign successfully improved brand image through audience attitudes.

Intensive exploitation of fish for caviar production currently threatens the extinction of sturgeon, one of the ancient fish species. Sturgeon egg harvesting is often carried out in inhumane ways, such as dissecting and killing parent fish, causing the natural sturgeon population to decline. The Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) regulates the international trade of sturgeon and caviar, but weak law enforcement, high market demand, and widespread illegal trade all exacerbate the conservation status of this species. Conversely, caviar aquaculture, often considered an alternative, raises new bioethical issues, including long-term stress on fish, disease spread, decline in animal health, and the risk of hybridization that could threaten the genetic integrity of sturgeon populations. From a bioethical and environmental ethics perspective, it is difficult to justify the consumption of caviar as a luxury commodity at the expense of ecosystem sustainability and animal welfare. Therefore, sturgeon conservation requires a comprehensive approach that includes reducing consumer demand, improving legislation and enforcement, and preserving and restoring sturgeon's natural habitats.

This study analyzes the economic phenomenon known as the "Purbaya Effect" in the Indonesian capital market during the second half of 2025. This phenomenon is characterized by a significant surge in the Jakarta Composite Index (IHSG), which broke the All-Time High (ATH) record 21 times within four months following the appointment of Purbaya Yudhi Sadewa as Minister of Finance. Using a mixed-methods approach combining quantitative market data analysis and qualitative policy review, this research finds that the "Purbaya Effect" is driven by aggressive liquidity injection policies (Rp 200 trillion), institutional trust built during his tenure at LPS, and strong narrative economics. However, this study also identifies significant risks related to exchange rate volatility and potential economic overheating. The findings suggest that while the "Purbaya Effect" successfully restored short-term investor confidence, long-term sustainability depends on the balance between growth acceleration and macroeconomic stability.

This Community Service activity aims to foster a spirit of mutual cooperation and to assist local fishermen engaged in seaweed businesses in the processing and cleaning of their harvests in the Amal Beach Area, East Tarakan District. Seaweed harvested from the sea needs to undergo a thorough cleaning process to maintain its quality, ensure market readiness, and meet industry standards. The activity was carried out by six implementers who collaborated directly with the local fishermen through mutual cooperation, seaweed cleaning, and education on environmentally friendly sea product management. The implementation methods included field observation, guidance, and hands-on practice at the fishermen’s business locations to provide practical understanding. The results indicated improved efficiency in the seaweed processing chain, from cleaning to storage, thereby reducing the risk of damage and quality loss. Additionally, the fishermen’s awareness of the importance of maintaining cleanliness and the balance of coastal ecosystems increased significantly. This activity also strengthened social bonds between students and the fishing community, fostering harmonious communication, and instilling values of togetherness, environmental care, and social responsibility. The positive impact of this program is expected to serve as a sustainable model for sea product management while promoting a collaborative culture between academics and coastal communities.

This study examines the transformation of Fixed-Term Employment Agreements (PKWT) in East Java within the context of Indonesia's flexible economy era, particularly following the enactment of the Job Creation Law (UU Cipta Kerja No. 6/2023). The research analyzes the legal protection challenges faced by contract and outsourcing workers in East Java Province from 2020–2025. Using a normative juridical approach combined with empirical data from the Central Statistics Agency (BPS) and the Ministry of Manpower, this study reveals that despite regulatory improvements, significant gaps remain in the implementation of labor protection. Key findings indicate that contract workers in East Java, estimated at 59.17% of the informal workforce in 2024, face uncertainties regarding contract duration, compensation rights, and social security. The study recommends strengthening supervision mechanisms, clarifying regulations on gig economy workers, and enhancing bipartite negotiation processes to ensure balanced protection between business flexibility and workers' fundamental rights, while also promoting legal certainty and sustainable employment relations in the regional labor market.