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This program is designed to address the key barriers facing communities in implementing digital marketing strategies, such as limited resources, lack of expertise, and a lack of specific skills. To address these challenges, the program is structured in three main stages. First, the marketing challenges faced by local businesses are identified. This stage is crucial for understanding the real challenges faced by the community. Second, solutions tailored to local needs are developed, based on relevant and applicable digital marketing strategies. Third, these strategies are directly implemented to drive increased income through the use of digital platforms, particularly e-commerce and social media. Through this approach, communities are encouraged to utilize social media as a primary, effective and affordable marketing tool. The program aims to empower communities economically by helping expand the market reach of local products through digital platforms. Expected outcomes include increased community understanding of digital marketing concepts and practices, skills in optimal social media use, and increased product sales through broader digital channels. In addition to focusing on marketing aspects, the program also addresses the specific needs of the community in terms of production and business management. By strengthening understanding of the potential of digital technology, it is hoped that local businesses will be able to increase their competitiveness amidst global competition. This program will also be complemented by ongoing evaluation and monitoring mechanisms to ensure the sustainability of its impact and community adaptation to emerging challenges in the digital era. Therefore, this program is not only a short-term solution but also a strategic tool in supporting sustainable local economic growth.

This program is designed to address the key barriers facing communities in implementing digital marketing strategies, such as limited resources, lack of expertise, and a lack of specific skills. To address these challenges, the program is structured in three main stages. First, the marketing challenges faced by local businesses are identified. This stage is crucial for understanding the real challenges faced by the community. Second, solutions tailored to local needs are developed, based on relevant and applicable digital marketing strategies. Third, these strategies are directly implemented to drive increased income through the use of digital platforms, particularly e-commerce and social media. Through this approach, communities are encouraged to utilize social media as a primary, effective and affordable marketing tool. The program aims to empower communities economically by helping expand the market reach of local products through digital platforms. Expected outcomes include increased community understanding of digital marketing concepts and practices, skills in optimal social media use, and increased product sales through broader digital channels. In addition to focusing on marketing aspects, the program also addresses the specific needs of the community in terms of production and business management. By strengthening understanding of the potential of digital technology, it is hoped that local businesses will be able to increase their competitiveness amidst global competition. This program will also be complemented by ongoing evaluation and monitoring mechanisms to ensure the sustainability of its impact and community adaptation to emerging challenges in the digital era. Therefore, this program is not only a short-term solution but also a strategic tool in supporting sustainable local economic growth.

This study was conducted with the motivation to analyze the impact of product innovation, word-of-mouth (WOM), and social media marketing on purchasing decisions at one of the English language courses located in Kampung Inggris, Pare, Kediri, namely Global English. In the digital era and increasingly fierce competition among non-formal educational institutions, understanding the factors that influence purchasing decisions is very important. This study used a quantitative approach with a survey method via Google Form, which was distributed to active students at the institution. The research instrument, a closed questionnaire, was designed to measure students' perceptions of the product innovation offered, the influence of word-of-mouth communication, and the effectiveness of marketing strategies through social media. The analysis results show that product innovation has a significant influence on purchasing decisions, particularly in terms of offering new programs that are in line with market needs, such as the "Studycation" program that combines learning and recreation. Word-of-mouth has also been shown to play an important role in building trust among potential consumers through positive experiences from previous users. In addition, social media marketing makes a real contribution to reaching a wider audience, increasing interaction, and strengthening the institution's image in the public eye. These three variables, both partially and simultaneously, had a positive and significant influence on purchasing decisions. These findings indicate that integrated, digital-based marketing strategies are key to attracting and retaining consumer interest in the informal education sector. This research is expected to serve as a reference for course providers and other educational institutions in designing innovative, efficient, and adaptive marketing strategies to address changing consumer behavior in the digital era.

Sukapura batik represents the local wisdom of the Tasikmalaya Regency community, showcasing their relationship with the surrounding natural and social environments. This batik has distinct characteristics, particularly in its color palette, which features dark blue, maroon, and beige tones. Despite its long history, Sukapura batik struggles to achieve the same recognition as well-known batik from regions like Cirebon, Solo, and Pekalongan. As a result, the number of batik artisans in Sukaraja has gradually declined. This research examines the communication efforts to preserve Sukapura batik and explore its growth potential. Using a qualitative method and a case study approach, the study gathers data from participants through interviews, observations, and the analysis of written documents, both online and offline. The results showed that there are differences in marketing strategies between craftsmen in Sukapura Village and Janggala Village. Sukapura Village craftsmen still rely on traditional marketing, while the Gandok Jaya Mukti Joint Business Group (KUB) utilizes exhibitions and social media. The main challenges are low digital literacy and limited capital. Sukapura batik has the potential for development, despite challenges posed by global competition. Realizing this potential depends on support from the local government in areas such as human resource development, as well as marketing and promotion through online channels. The sustainability of Sukapura batik relies on the government's and policymakers' proactive involvement to devise and implement strategies that enhance promotional and marketing endeavors, particularly those targeting the younger generation. Efforts to raise awareness of Sukapura batik require collaboration between artisans, the government, and the community. One approach is through education and training for young batik makers, as well as providing facilities to support digital marketing.

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.

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

Indonesia ranks fourth globally in terms of active Instagram users, with approximately 103 million users, positioning this platform as a strategic medium for hospitals to conduct promotion, health education, and audience engagement. Hospitals, particularly private institutions, have increasingly recognized the potential of social media in fostering strong brand images and maintaining public trust. This study aims to analyze the influence of marketing content on the brand image of Indriati Solo Baru Hospital, a private hospital that is active on Instagram and holds verified status. Employing a quantitative approach with an associative method, the research involved 100 respondents drawn from followers of the hospital’s official Instagram account, selected through incidental sampling. Data were collected via questionnaires and subsequently analyzed using simple linear regression. The results demonstrate that marketing content exerts a positive and significant impact on brand image, as reflected in the regression equation Y = 3.838 + 0.267X. Statistical analysis further revealed a significance value of 0.001 (<0.05) and a t-calculated score of 10.048, exceeding the t-table value of 1.984. The coefficient of determination (R²) was 0.507, indicating that marketing content accounts for 50.7% of the variance in brand image, while the remaining 49.3% is influenced by other factors beyond the scope of this study. Among the tested indicators, Decision Making and Life Factors demonstrated significant contributions, underscoring their role in shaping perceptions of brand image. Meanwhile, Persuasion, Reader Cognition, and Sharing Motivation functioned as supportive elements that reinforce but do not independently drive outcomes. These findings highlight the critical role of strategic content development in strengthening hospital brand image within digital spaces.

 The Community Service Program (PKM) was implemented with the primary objective of improving the motivation and skills of Global International School high school students in managing independent business units established within the school environment. This activity was designed as a practice-based entrepreneurial development effort, especially for students directly involved in school business activities. The program was implemented through a series of training sessions covering entrepreneurial motivation, digital and conventional marketing strategies, and sales practice simulations. The motivation training aimed to build an independent and resilient mindset in facing business challenges, while the promotional strategy training emphasized the importance of branding, the use of social media, and effective communication with consumers. During the implementation process, students were encouraged to actively participate, be creative, and directly apply the material learned through simulations and group discussions. Evaluation results showed that this activity successfully increased the enthusiasm and confidence of students in running their own businesses. They also began to understand the basic concepts of branding, targeted promotional strategies, and the importance of building relationships with consumers. The enthusiasm of the participants was very high, especially during the promotional and direct sales practice. Overall, this PKM activity had a positive impact on students' mental and technical readiness to face the business world. This program also has the potential to be further developed as the basis for a practice-based entrepreneurship curriculum, as well as a medium for character building, creativity, and student independence at the secondary education level.

This study aims to explore the strategic role of e-commerce in increasing the export of handicraft products by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a case study on CV. Palm Craft in Kediri. In the context of globalization and digitalization, e-commerce is an important means for MSMEs to reach the international market, especially in the midst of the challenges of the COVID-19 pandemic that limit conventional export activities. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The main focus of this study is how CV. Palem Craft utilizes various digital platforms such as social media (Instagram, Facebook), marketplaces (Tokopedia, Shopee), and global platforms (Amazon, Etsy) to expand market access, build product branding, and increase the selling value of local handicrafts. The results of the study show that the strategic use of e-commerce has helped companies overcome export barriers such as limited distribution networks, logistics constraints, and lack of international promotion. In addition, e-commerce also allows CVs. Palem Craft to build direct relationships with global consumers, get faster feedback, and make product adjustments according to market needs. This research also identifies supporting factors such as digital literacy, product quality, and production capacity as crucial aspects in the success of e-commerce strategies.  The implications of this study provide relevant insights for other MSMEs that want to develop exports through the use of digital technology. Continuous support from the government and related institutions is needed in terms of training, access to capital, and digital export facilitation so that Indonesian MSMEs can compete in the global market in a sustainable manner.  

Digitalization has been a key catalyst for change in the global business landscape, driving the transformation of companies' strategies, organizational structures, and operational models. For small and medium enterprises (SMEs), digital technology opens up great opportunities to expand market reach and compete in the international arena more effectively. Technologies such as e-commerce, social media, big data analytics, and cloud-based platforms enable SMEs to break through geographical boundaries, facilitate access to global customers, and accelerate product distribution and marketing processes. This paper explores the current academic literature that discusses the influence of digital technology on the internationalization of SMEs. A total of five relevant studies were analyzed to identify common patterns, challenges, and successful strategies in the use of digital technology. The results of the study show that the adoption of digitalization not only improves operational cost efficiency, but also encourages business model innovation, such as digital platform-based marketing, cross-border virtual collaboration, and the development of a more adaptive global business ecosystem. In addition, the ability to utilize digital technology gives SMEs a competitive advantage through access to real-time market information, personalization of offers, and more targeted branding strategies. However, the research also found obstacles, such as limited human resources, technological infrastructure, and digital literacy among SMEs. Therefore, synergy is needed between business actors, the government, and academia to support the acceleration of digital technology adoption through training, mentoring, and policies that support innovation. The paper also highlights future research opportunities, such as the integration of artificial intelligence (AI) technologies, automation, and blockchain in supporting the global expansion of SMEs. These findings are expected to be a strategic reference in designing sustainable internationalization policies in the digital era.

Micro, Small, and Medium Enterprises (MSMEs) are one of the sectors that have an important role in supporting Indonesia's national economy. Its contribution is enormous to the Gross Domestic Product (GDP), job creation, and increased innovation, especially in the face of global economic challenges and social inequality. This research aims to examine in depth the role of MSMEs in encouraging Indonesia's economic growth and identify various challenges faced by this sector. The method used in this study is library research, by analyzing various sources of scientific literature, policy reports, and relevant empirical data related to the role of MSMEs. The results of the study show that MSMEs not only contribute to increasing national GDP, but also become the main driving force in providing jobs for the community, especially in rural and suburban areas. In addition, MSMEs are also an important means in the development of local innovation, especially in the use of simple technology that is in accordance with community conditions. However, MSMEs also face a number of serious challenges that can hinder their contribution to economic growth. These challenges include limited access to digital payment systems, low quality of human resources (HR), weak marketing networks, and limited capital and technology. Thus, to increase the role of MSMEs in national economic development, synergy is needed between the government, the private sector, and financial institutions in providing comprehensive and sustainable support. The support includes training on human resource capacity building, access to capital, digital transformation, and strengthening the business ecosystem. This research is expected to contribute to the development of policies that favor the empowerment of MSMEs in Indonesia.

Abstract: This study investigates the impact of social media marketing (SMM) on brand awareness,brand engagement, and purchase intention across five emerging European economies: Albania,Kosovo, Romania, Ukraine, and North Macedonia. Anchored in the Uses and Gratifications Theory(UGT) and the Consumer Brand Engagement (CBE) model, the research employs Partial LeastSquares Structural Equation Modeling (PLS-SEM) to examine the complex interrelationships amongthese constructs. Findings reveal that SMM positively influences brand awareness and engagement,both of which significantly mediate the relationship between SMM and purchase intention.Importantly, the strength and nature of these effects vary by country, underscoring the role ofcultural and contextual factors in shaping consumer responses to digital marketing stimuli. Thiscross-national analysis fills a critical gap in the literature by focusing on underrepresented, highgrowth markets and offers valuable implications for both theory and practice. Specifically, itadvocates for localized, culturally sensitive SMM strategies that emphasize both visibility andinteractive engagement. The study contributes to the broader marketing discourse by demonstratinghow consumer behavior in digitally connected, developing economies diverges from that in maturemarkets, thereby reinforcing the necessity of context-aware digital marketing frameworks in globalstrategy formulation.

The rapid growth of the Muslim population, both in Indonesia and globally, has driven an increasing need for products to support worship, including Muslim socks. PT Soka Cipta Niaga (PT SCN), a producer of Muslim socks under the brand "SOKA", faces the challenge of low brand awareness, where consumers are more familiar with the product as "wudu socks". This research aims to analyze effective marketing strategies for the "SOKA" brand. The research results show that social media-based promotional strategies, such as Twitter, Facebook, and LinkedIn, are able to reach potential consumers more widely. In addition, activities such as bazaars, Muslim seminars, and Collaboration with Hajj and Umrah organizers has proven effective in expanding the market. The momentum of Ramadan and the Hajj season is a strategic time to increase sales.

The challenges often faced by MSMEs are how to promote their products. The technology development nowadays encourages MSMEs to utilize several social media platforms such as Instagram, Facebook, and websites as a promotional tool. The use of social media was believed can help expand the market. This is what is done by the Batik MSME in Juwet Kenongo Village, Sidoarjo Regency. However, the use of this technology is still not effective in increasing their sales. Batik sales are still dominated by orders and participation when attending exhibitions. This is due to the less-than-optimal strategy for utilizing social media. In addition, the storytelling aspect is still an obstacle when promoting on social media. Strengthening storytelling skills through a workshop is believed to be effective in helping MSMEs compose better story narratives. Besides that, this workshop is believed to be an urgent need for MSMEs. The focus of this community service is educational assistance related to compiling marketing through storytelling. MSMEs will be equipped with product narrative writing techniques. The assistance activities were welcomed by MSMEs. The participants were also cooperative and actively asked questions to the speakers. By participating in this training, MSMEs gain insight into the importance of strengthening the storytelling aspect in compiling interesting captions or narratives.

This research examines the impact and influence of Squid Game 2 on American public perceptions of South Korea, as well as how the series has become an instrument of soft power in bilateral relations between the two countries. This research is based on the increasing influence of South Korean popular culture in the global arena, especially in the entertainment industry that plays a diplomatic role and can shape public perception. The method used is descriptive qualitative with a case study approach. Data was collected using content analysis techniques obtained from various secondary data such as mass media articles, entertainment industry reports, previous research, and audience reviews on social media. The results showed that Squid Game 2 succeeded in increasing the interest and enthusiasm of the American public for South Korean culture, as well as strengthening South Korea's image and position as a global cultural force. The Squid Game 2 series became popular among the American public because of the storyline containing cultural elements, the characters played by well-known actors in South Korea, the long-awaited continuation of the story from the previous season, and the innovative marketing strategy that made fans actively promote the series voluntarily. Thus, in this phenomenon, the Squid Game 2 series became a tool of South Korean diplomacy in the United States through an approach based on the appeal of popular culture, namely the entertainment industry.

Web-Based Augmented Reality (AR) is an emerging interactive technology that is increasingly adopted in the fields of visual communication design and digital education. This study aims to analyze trends in the use of Web-Based AR within interactive design contexts and to identify user preferences regarding its features. The research employs a literature review and secondary data analysis, drawing from academic publications, industry reports, and online surveys conducted between 2019 and 2024. The findings reveal a significant increase in the adoption of Web-Based AR both globally and in Indonesia. Key factors driving adoption include interactivity without installation, cross-device compatibility, and rapid browser-based access. Trend diagrams, comparative tables of AR platforms (such as 8thWall, ZapWorks, and WebXR API), and user preference visualizations are presented to support the analysis. The study discusses technological challenges, adoption gaps, and design implications, particularly in education and marketing. Limitations include reliance on secondary data and limited geographic scope. The study’s outcomes are expected to serve as a reference for interactive content developers, educators, and researchers in designing inclusive and adaptive AR-based user experiences.

Economic crises and geopolitical tensions have been major factors affecting global market stability and posing major challenges for multinational corporations. This research aims to identify and analyze the global marketing strategies implemented by companies in dealing with these uncertain conditions. Using a descriptive qualitative approach through a literature review, this study found that commonly used strategies include market adaptation, risk diversification, and digital transformation. Market adaptation is carried out through product adjustments, prices, promotions, and distribution to be relevant to local conditions. Risk diversification is implemented by moving supply chains to more stable regions. Meanwhile, digital transformation is used to strengthen interactions with consumers and increase responsiveness to market changes. These findings show that a resilient marketing strategy focuses not only on growth, but also on resilience, flexibility, and sustainable innovation. By understanding the complexity of the global market, companies can design strategies that are able to maintain business competitiveness and sustainability in the midst of a crisis.

In today's era, business competition is getting tighter, including among similar business players in the Asian free market. Competition is not only about price and product quality, but also includes marketing strategies, service innovation, and maintaining consumer loyalty. This research aims to analyze the marketing strategies implemented by PT. Honda Prospect Motor (HPM) in facing globalization and the Asian free market through a SWOT analysis approach. In the context of increasingly tight competition in the motorcycle market, HPM must be able to adapt effective marketing strategies to maintain its position as the market leader in Indonesia and develop its market share in Asia. This research uses a qualitative approach with a case study on HPM, exploring the strengths, weaknesses, opportunities, and threats faced by the company in the context of a free market and the dynamics of the automotive industry. The analysis results show that HPM has strengths in a strong brand, extensive distribution networks, and innovation capabilities in products. However, there are weaknesses in product diversification and dependence on the domestic market. Existing opportunities include market expansion in Asia and increasing demand for environmentally friendly vehicles, while threats come from intense competition and fluctuations in the global economy. Based on these findings, HPM is expected to develop more adaptive and globalization-oriented marketing strategies to enhance competitiveness in the Asian market.

SMK TPI Gedangan Sidoarjo is one of the private high schools in Sidoarjo that offers 3 expertise programs, namely Mechanical Engineering, Automotive Light Vehicle Engineering, and Software Engineering (RPL). These programs are designed to equip students with practical skills that are in accordance with the needs of industry and the world of work. With the vision of the school is to produce middle-class workers who are ready to enter society, industry, and become independent entrepreneurs, have a global perspective, have noble character, and can apply themselves. On the other hand, many vocational schools have not provided systematic guidance or practical curriculum on the use of various types of social media for business promotion purposes. In order to improve the quality of students, 28 students were sent to learn about how to promote MSME products through social media. This training aims to explore how vocational schools can effectively utilize social media to promote their MSME products by recognizing the differences in characteristics and functions of each platform. With this approach, patterns of social media usage that are right on target can be found as well as training or mentoring strategies that are in accordance with student needs. The results of this training can be a reference for developing relevant and applicable digital marketing learning modules in the vocational high school environment. The results of participant feedback at the end of the training showed that 91% of students could understand the material provided and the trainer could provide effective UMKM product promotion solutions according to the current needs of students.

In order to improve the development of Islamic businesses, business actors are advised to improve their understanding of sharia principles, develop innovative products that meet market needs, and implement ethical marketing strategies. The government needs to take supportive policies, such as issuing regulations that facilitate the development of Islamic businesses, providing education and training programs for business actors, and facilitating access to financing through financial institutions that offer Islamic products. For future research, it is recommended to conduct case studies on successful sharia business actors, analyze the impact of government policies on the growth of this industry, and conduct comparisons with other countries that have more advanced sharia industries to gain insights and best practices that can be applied.