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This study explores the role of sentiment analysis as a predictive tool for understanding and forecasting product launch success in the digital market. Sentiment analysis involves the classification of consumer sentiment expressed on social media platforms such as Twitter and Instagram, and it can significantly impact businesses by predicting consumer behavior and product performance. The research highlights the relationship between social media sentiment and product success, demonstrating that positive sentiment is strongly correlated with higher sales and consumer engagement, while negative sentiment can lead to declines. Machine learning models, including Support Vector Machines (SVM) and Random Forest, were employed to classify sentiment from large volumes of social media data and correlate it with product performance indicators such as sales volume and consumer interaction. The study found that sentiment analysis models were highly effective in predicting product success, with positive sentiment generally driving product profitability and negative sentiment posing a potential threat to brand reputation. Moreover, the analysis showed that social media sentiment provides real-time insights into consumer perceptions, enabling businesses to quickly adjust marketing strategies and product development plans. These findings underscore the importance of integrating sentiment analysis into product launch evaluations and strategic decision-making. Future research should explore the integration of sentiment analysis with other predictive market models and investigate the effects of fake reviews and post-purchase consumer behaviors on product success.

The increasing spread of Barbershop has led to competition in similar businesses where business owners are certainly required to be able to implement effective marketing strategies, one of which is by utilizing platforms that are often used today such as Instagram, Facebook, Tiktok and others. The method of designing the promotion of Barageh Cuts Barbershop located in Padang City uses the glass box method. Data collection in designing promotional videos uses observation and interview methods accompanied by documentation as data support. The data obtained during data collection was analyzed using the 5W+1H method. This promotional design aims to overcome these problems with the main media output is a promotional video with a cinematic video concept using a storyline so that the video does not only contain advertising offers or promotions, but also has moral and educational values. Supporting media used are member cards, posters, x-banners, aprons, t-shirts, totebags, mugs, and stickers. The feasibility test of promotional videos that have been carried out through several respondents received positive responses. The design of this promotional video is expected to help Barbershop Barageh Cuts in improving marketing strategies and ready to compete with similar businesses.

This research aims to explore the service marketing strategies implemented by Kun Anta Preschool, Kasturi Branch, Palu City in increasing parents' interest in this school. Kun Anta Preschool is an Islamic-based Early Childhood Education (PAUD) institution with the Montessori learning method. The research method used is descriptive with a qualitative approach. Data was collected through in-depth interviews with parents and teaching staff at Kun Anta Preschool Kasturi Branch. Direct observations were also carried out to understand practices in schools. The population of this study involved parents and teaching staff at Kun Anta Preschool, Kasturi Branch, Palu City. The research results showed that Kun Anta Preschool used several effective marketing strategies. They utilize social media such as Instagram and Facebook to create interesting content that increases the school's visibility in the community. One of the unique things about Kun Anta is the application of the Montessori learning method which is only applied by this school, which is a special attraction for parents. The obstacles faced by Kun Anta Preschool include the large school fees, but they are proportional to the facilities provided. However, the school's good reputation and the quality of early childhood education are strong factors that make parents interested in enrolling their children. This marketing strategy succeeded in increasing parents' interest in Kun Anta Preschool. In conclusion, the marketing strategy implemented by Kun Anta Preschool, Kasturi Branch, Palu City, especially through social media and unique learning methods, played an important role in increasing parents' interest. Positive factors such as the school's reputation and the quality of early childhood education also determine parents' decisions to enroll their children at Kun Anta Preschool. This research provides an in-depth understanding of how marketing strategies can influence parents' perceptions of a PAUD institution.  

This research is based on the growth of the phenomenon of online shopping through Instagram social media which continues to increase from time to time. Entrepreneurs today are expected to utilize Instagram social media to promote their products, in accordance with the demands of the times. This research aims to identify opportunities and challenges in developing an online business with a case study on Koodoo Company. This research adopts a qualitative approach with a case study method to identify, investigate, and discuss issues in depth with the business owner. In this study, the findings show that there are various opportunities that can be utilized in building an online business, such as potential market growth and consumer penetration through digital platforms. The implications of this scientific work can provide deep insights for online business players, especially through a case study involving Koodoo Company. By understanding the opportunities that exist, companies can design more effective strategies to exploit the digital market.

Digital marketing is promotional activities and market search through online digital media by utilizing various means such as social networks. The aim of this research is to increase knowledge and skills about digital marketing, especially social media, for Micro, Small and Medium Enterprises (MSMEs) business people to increase their sales and profits. Online marketing is suitable for new businesses or ventures. Of course it is cost effective, because you don't have to place products/services, can be controlled yourself without having to recruit employees, unlimited time or working hours, and has a wide market reach, because online marketing is supported by the presence of websites or social media (Facebook, Instagram, WA, etc.) and this research is also aimed at proving that there is an influence of digital marketing on the sales performance of Durenstory Serang MSME products. This research uses quantitative methods with a survey approach. Research data was obtained through a questionnaire distributed to 10 respondents who were Durenstory customers. Data were analyzed using simple linear regression analysis. The research results show that digital marketing has a positive and significant effect on the sales performance of Durenstory Serang MSME products. This means that the better the implementation of digital marketing, the higher the sales performance of Durenstory products. Based on the results of this research, it can be concluded that digital marketing is an effective strategy for improving the sales performance of MSME products. Therefore, MSMEs need to implement digital marketing strategies appropriately and sustainably.

In this digital era, the role of marketing strategy is crucial to the success of a business. With widespread technological advances, companies are not only faced with demands to innovate but also to deeply understand the behavior of consumers who are increasingly connected and intelligent. This research aims to explore and analyze the influence of content marketing strategies on Point Of Purchase at KruV Studio. To understand how content marketing strategies can be key in shaping perceptions and increasing customer enthusiasm. In this research I will focus on the marketing aspects of the Content Marketing strategy on Point Of Purchase at KruV Studio.

Postingan media sosial menjadi sorotan utama bagi figur publik, salah satunya yaitu walikota. Walikota dikatakan memiliki citra yang baik jika postingan media sosial berisi informasi yang jelas, padat, dan tidak ambigu. Penelitian ini bertujuan untuk mengetahui susunan kebahasaan yang terkandung dalam caption postingan instagram resmi walikota Surakarta 2023. Data yang di analisis dalam artikel ini adalah 57 % data kohesi gramatikal dan 43% data kohesi leksikal. Sumber data diperoleh melalui postingan instagram @gibran_rakabuming dari bulan Juli hingga September. Metode yang digunakan dalam penelitian adalah deskriptif dengan pendekatan kualitatif. Adapun teknik analisis data yang digunakan berupa teknik simak-catat. Hasil penelitian menunjukkan bahwa caption pada postingan walikota Surakarta 2023 memanfaatkan kohesi gramatikal konjungsi, referensi, dan substitusi serta kohesi leksikal berupa hiponimi.

This research is intended to find out (1) whether recording a film using a video camera and uploading it via Instagram story in the cinema constitutes a copyright violation. (2) what are the legal consequences of violations of film recording using a video camera in a cinema that is uploaded and distributed on social media Instagram stories? This research uses a type of normative legal research with a statutory approach, conceptual approach and case approach. The sources of legal materials used are primary legal materials and secondary legal materials. The primary legal materials in this research are legal materials of an authoritative nature such as statutory regulations, court decisions, and treatises, as well as official state documents. Meanwhile, secondary legal materials consist of books, scientific articles and other sources that are considered relevant to the research to be conducted. The results of the research show, firstly, that the act of recording film scenes by members of the public in a cinema, which in turn is uploaded to social media, cannot necessarily be classified as a criminal offence, on the grounds that the elements of this criminal act cannot be fulfilled. On the other hand, the community's intention to violate economic rights for commercial purposes must be fulfilled first to determine the action as a criminal offense. Second, legal protection by the government, in this case the Directorate General of Intellectual Property at the Ministry of Law and Human Rights of the Republic of Indonesia for creators or rights holders, can be done in two ways: the first is by instilling a sense of awareness in the community, and the second is by creating a legal protection policy ( new legal protection policy) by revising the Law on Copyright.

This research was conducted to find out how the marketing strategy carried out by CV. Ciwidey food and what CV does. Ciwidey Food in developing its business network. Observation and interviews were the data collection techniques used in this study. The analysis method used is a descriptive qualitative analysis method, namely by collecting, processing and presenting data obtained when conducting research so that complete information is obtained about what is researched. Based on the results of the analysis that has been done, it can be concluded that the strategy in building a CV. Ciwidey Food can be done by expanding promotions through social media such as TikTok, Instagram, Facebook and WhatsApp. CV. Ciwidey Food builds a business network with expedition services in marketing its products. Expedition business networks can provide great benefits to CVs. Ciwidey Food by having a partnership with the network CV. Ciwidey Food can expand the distribution range of their products, such as being sent out of town and even abroad.

This community service program focused on enhancing branding and digital marketing strategies for Salina Kitchen, a culinary business in Jakarta. The primary objectives were to optimize packaging sticker design and to boost engagement through the business's Instagram account. Conducted from September 23 to December 15, 2023, the program involved consumer surveys and SWOT analysis. Results indicated a significant improvement in customer satisfaction with packaging design and digital marketing performance. Effective use of hashtags on Instagram expanded the reach to non-followers. The program successfully identified key strategies in branding and digital marketing that can be implemented to enhance the performance of culinary businesses.

Marketing digitalization is something that cannot be avoided by MSMEs to improve their business performance. The obstacles faced by MSME players in the supporting cities of Banten Province, namely Serang and Cilegon, where they still have not utilized access to digital media in their business activities, namely because they still have business ideas that are carried out only to meet the needs of the local community or around them, they still do not master marketing methods with digital media. Such as.Whatsapp, Instagram, Facebook, or other marketplaces. The aim of implementing PKM is that it is hoped that MSME actors can apply various training materials and continue and develop marketing through digital media, including digital market platforms, namely those developed by the government and the private sector.

This research aims to determine the influence of trust and empathy on the decision to donate via the crowdfunding platform on Instagram. This study uses a correlational quantitative method. The population in this study were Indonesian people who had donated via the crowdfunding platform on Instagram with a sample size of 130 people determined by the Hair Jr formula. et., al. Sampling using non-probability sampling with incidental sampling type. The data collection instrument used a questionnaire with a Likert scale. Data analysis using multiple linear regression. The research results show that there is a significant influence on the trust and empathy variables on the decision to donate via the crowdfunding platform on Instagram. This shows that the higher a person's trust in the crowdfunding platform and the empathy generated by the content of the crowdfunding platform, the more positive influence they will have on the decision to donate to the crowdfunding platform.

Currently, there are many Instagram social media users. Currently, the use of Instagram as a promotional media plays an important role in building a company's business. Especially coffee shop businesses such as Kopilikasi. The research entitled Instagram social media analysis as a Kopilikasi  promotion media in attracting consumer buying interest has a research objective, namely knowing the role of Instagram social media as a Kopilikasi promotion media in attracting consumer buying interest and knowing content that attracts audiences on Instagram social media. This research method uses a descriptive qualitative method. The data sources in this study used interviews and observations. The main theoretical basis in this research is new media. The results of this study are that Instagram plays an important role in attracting Kopilikasi customers' buying interest. Kopilikasi attracts customers' buying interest by creating content on their Instagram. The content is used as a promotional tool that contains information about Kopilikasi. Kopilikasi has a characteristic in its content, namely creating content in a cinematic style. Currently, Instagram plays an important role in the Kopilikasi promotion process and has succeeded in attracting consumer buying interest and the content created has succeeded in attracting the attention of its audience on Instagram.   Keywords: Instagram, Promotion, Content   Abstrak: Saat ini pengguna media sosial instagram sangatlah banyak. Saat ini juga penggunaan instagram sebagai media promosi berperan penting dalam membangun bisnis sebuah perusahaan. Khususnya usaha coffee shop seperti Kopilikasi. Penelitian berjudul analisa media sosial instagram sebagai media promosi Kopilikasi dalam menarik minat beli konsumen memiliki tujuan penelitian yaitu  mengetahui peran media sosial instagram sebagai media promosi Kopilikasi dalam menarik minat beli konsumennya dan mengetahui konten yang menarik audiens di media sosial instagram. Metode penelitian ini  menggunakan metode kualitatif deskriptif. Adapun sumber data dalam penelitian ini menggunakan wawancara dan observasi. Landasan teori utama dalam penelitian ini yaitu media baru. Adapun hasil penelitian ini adalah instagram berperan penting dalam menarik minat beli pelanggan Kopilikasi. Kopilikasi menarik minat beli pelanggan dengan membuat konten-konten di instagramnya. Konten tersebut digunakan sebagai alat promosi yang berisi informasi tentang Kopilikasi. Kopilikasi mempunyai ciri khas dalam kontennya yaitu membuat konten dengan gaya sinematik. Berdasarkan analisa peneliti menarik kesimpulan yaitu Konten yang menarik minat beli konsumen Kopilikasi yaitu konten dengan objek konsumen Kopilikasi karena terbukti berhasil meningkatkan perhatian dan ketertarikan dari audiens di instagram. Saat ini instagram berperan penting dalam proses promosi Kopilikasi dan berhasil menarik minat beli konsumen dan konten yang dibuat berhasil menarik perhatian audiens nya di instagram

This study aims to analyze the influence of Social Media Marketing mediated by word of mouth on purchasing decisions at the JajanDaging Online Store. Many companies are switching from conventional promotional media to digital promotional media in marketing their products, because most Indonesian people already have internet access. Social media is one of the media that can be used to carry out promotional activities using the internet. The use of Instagram social media will form an effective marketing communication strategy, namely word of mouth. This research is a quantitative research using non-probability sampling techniques using questionnaires to collect data. The number of samples taken was 114 respondents, the JajanDaging consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The analysis technique used is the Sobel test using path analysis and the VAF test. Based on the results of the analysis it was found that social media marketing variables had a positive and significant effect on purchasing decisions for JajanDaging consumers, social media marketing variables had a positive and significant effect on word of mouth for JajanDaging consumers, word of mouth variables had a positive and significant effect on purchasing decisions for JajanDaging consumers , and the word of mouth variable significantly mediates the relationship between social media marketing and purchasing decisions for JajanDaging consumers.

XYZ of the many types of promotions that have been carried out so far, it is not yet known to what extent their effectiveness is in increasing the number of customers at PT XYZ. Every business must have a marketing strategy that must be implemented in carrying out its business activities. This research aims to determine marketing strategies using a marketing mix approach consisting of product strategy, promotion strategy, price strategy and sales location strategy. The method used in this research is descriptive qualitative, namely a method that tries to explain and analyze phenomena, events, social dynamics, behavior and opinions of a person or group towards something. Based on the results of the marketing mix strategy analysis, it was obtained: product strategy, selling beauty products, namely herbal skincare such as: herbal manjakani, forest honey, v-co oil, date palm juice, etawa goat's milk, and lemon juice. Pricing strategy, setting the price of the product by looking at the quality level and net product, the product is set at a price of IDR 34,500.00 IDR 131,500.00. Place strategy, selling products via e-commerce via the Shopee application Promotion strategy, promoting products via social media (Tiktok, Instagram, YouTube and the company's official website).

Abstract. The increase in the number of Coffee Shops has created intense competition between them, especially along with the development of technology and the application of digital marketing. The importance of digital marketing, especially through social media, is the main focus in efforts to increase brand awareness of a product or service. In this context, digital marketing, especially through social media marketing, is described as an effective tool for achieving marketing goals by creating customer contacts, generating interest, and increasing purchase intentions. Analysis of brand awareness stages, from unconscious brands to top of mind, is an important part of understanding the process of forming a brand's image. Focus is also given to Instagram's role as an effective platform in enhancing brand identity, with an explanation of Instagram's popularity in promoting products and services. In this context, research focuses on the digital marketing communication strategy used by Dom Social Hub, a Coffee Shop in Tangerang City. The research aims to explore the advantages, disadvantages and obstacles that arise during the implementation of this strategy, with a focus on increasing brand awareness on social media platforms, especially Instagram. The object of this research explains the digital marketing strategy of the Dom Social Hub cafe in increasing brand awareness on Instagram social media. This research uses the constructivism paradigm. This research approach uses a qualitative descriptive approach.

Andika Cell`s retail counter marketing strategy in attracting customers. Based on interviews conducted at the Andika Cell counter in December 2023, social media marketing and advertising programs were identified as the most important strategies. Social media marketing uses platforms such as Facebook and Instagram to reach a wide audience, while the discount program includes special offers such as free data exchange with the purchase of at least 3 data packages and additional gifts such as the purchase of free tamperglass accessories. Based on analysis, this strategy was successful in increasing sales and improving customer loyalty. To strengthen Andika Cell's position in the market, recommendations were made to optimize social media presence, maintain and improve advertising programs, and develop cross-selling and up-selling strategies.

One of the marketing tools that contribute to the success of sales promotion is digital marketing through social media. The purpose of this scientific article is to understand how Instagram social media content management functions as a digital marketing strategy at PT Anugerah Santosa Abadi. The method used is descriptive method, with data sources coming from documents, observations, and interviews. PT Anugerah Santosa Abadi implements a digital marketing strategy that includes research, content creation, promotion, and analysis of the results of digital marketing efforts. The results of this digital marketing strategy show that PT. Anugerah Santosa Abadi managed to effectively increase its marketing reach and performance through the Instagram digital platform.

MSMEs have a large contribution to the Indonesian economy both at the micro and macro level. In carrying out their operations, of course MSMEs have their own advantages and disadvantages. Rengginang GR Wedoro MSMEs face challenges in building brand awareness among their target market. The technology that has been implemented by MSME Rengginang GR Wedoro is still considered very minimal, namely only using WhatsApp and Instagram which are still not optimal. This means that MSMEs cannot reach consumers optimally. The data collection method applied involves two main approaches, namely observation and interviews. The results of the current use of digital marketing, Rengginang GR Wedoro MSMEs use websites, Instagram, TikTok and Facebook as marketing media because they are platforms that have quite a large number of users in Indonesia. The use of social media has a significant impact on increasing brand awareness of Rengginang GR MSMEs. . It is important to manage social media accounts effectively by providing quality content, interacting with audiences, and tracking performance metrics to continuously improve the marketing strategies implemented      

Semiotics is concerned with providing an interpretation that can be recognized through the signs displayed from symbols. The method used in this research is a descriptive qualitative method with a semiotic analysis approach. The logo analyzed was the Partai Amanat Nasional logo, going from the old logo to the new logo within the period determined by the researchers, namely November 7 to November 12. Researchers used this approach due to analysis of the logo shape of the Partai Amanat Nasional. The semiotic analysis used in this research is Charles Sanders Peirce's analysis because the researcher will specifically study and analyze the logo of the Partai Amanat Nasional. The findings show that the signs in the Partai Amanat Nasional logo design can be identified by applying colours, symbols and typography to convey support for Palestine. The image of a combination of a sign with a letter in the shape of the letter becomes a symbolic combination carried out on the PAN logo using a watermelon icon replacing the letter A. This can represent a concern for the problems that exist in Palestine.