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This study aimed to analyse the impact of customer service quality on sales at CV BILCA Digital Printing in Maumere for the 2024-2025 period. Grounded in the SERVQUAL model, this qualitative research posits that the five dimensions–responsiveness, reliability, empathy, assurance, and tangibles–synergistically build customer trust, which in turn drives repeat purchases and word-of-mouth (WOM). The study involved 15 customers selected through purposive sampling. Data were collected via in-depth interviews, participant observation, and internal documentation. Analysis was conducted using the Miles & Huberman model, encompassing data reduction, display, and conclusion drawing. The findings confirm that all five SERVQUAL dimensions collectively cultivate trust, leading to increased repeat purchases and positive WOM. Key results reinforce a “Trust Chain” mechanism: response times of ≤30 minutes and on-time production foster initial trust; personalized interactions strengthen affective bonds; and robust recovery policies reduce perceived risk by exceeding expectations. Notably, no instances of customer churn were observed, as all participants made repeat orders within 24 hours of a positive experience. This study contributes to the services marketing literature by empirically validating trust as a key mediator between service quality dimensions and behavioural outcomes, while also offering a replicable empirical model for Micro, Small, and Medium–sized Enterprises (MSMEs) in the digital printing sector.

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.    

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.

The rapid development of digital technology requires communities to possess basic digital marketing literacy and skills in order to adapt to technology-based communication and marketing patterns. The main problem faced by the target participants in this Community Service Program was the low level of understanding and basic skills in utilizing digital media, particularly YouTube and TikTok, for promotion and information dissemination. This program aimed to enhance the capacity of beginners through an applied and contextual basic digital marketing training. The method employed an educative and participatory approach through interactive lectures, discussions, and hands-on content creation practices. The results indicate an improvement in participants’ understanding of digital marketing concepts, their ability to use social media functionally, and their initial readiness to produce simple digital content. These findings confirm that a beginner-oriented training model is effective as a community empowerment instrument in the digital era. This program contributes to strengthening digital literacy and has the potential to be replicated in other communities with similar characteristics.

This community service activity aims to strengthen the marketing strategy of FUNN Maumere as a culinary business operating in an increasingly competitive market environment. The program was conducted using a qualitative descriptive approach through field observations, interviews with business owners and employees, and direct mentoring in implementing more effective marketing strategies. The results indicate that FUNN Maumere has applied a combination of traditional and digital marketing strategies, including brochure distribution and active promotion through social media platforms such as Instagram, TikTok, and Facebook. The mentoring activities focused on optimizing digital marketing, improving service quality, and strengthening brand consistency. These efforts contributed positively to increased brand awareness, customer interest, and wider promotional reach. However, sales performance remains fluctuative due to external factors, such as weather conditions and differences in outlet location characteristics. Therefore, this community service emphasizes the importance of continuous product innovation, enhancement of customer experience, and optimization of digital marketing strategies to reduce dependency on external conditions. This activity is expected to serve as a practical reference and mentoring model for other culinary MSMEs in developing adaptive, innovative, and sustainable marketing strategies to improve competitiveness and business continuity.

Social media provides significant benefits in life, one of which is as a communication and promotional tool. Instagram, as the platform with the second most users in the world, is a strategic medium for promotion. This study analyzes RFAS Music's strategy in utilizing Instagram to promote the song "Berona" by Rizky Febian. This study uses a descriptive qualitative approach with structured interviews, observation, and documentation methods. The collected data are analyzed through the process of data reduction, data presentation, and drawing conclusions. The theories used are the Technology Acceptance Model (TAM) which emphasizes technology acceptance and Quesenberry's Theory which emphasizes marketing communications. The results of the study indicate that RFAS Music successfully implemented an Instagram social media marketing strategy to create interaction and attract the attention of the target audience. This strategy not only increases audience awareness of the new song but also strengthens RFAS Music's position in the music industry. Thus, this study can be concluded that RFAS Music's strategy is a social media promotion strategy that pays attention to the level of efficiency and the times. By implementing the strategy and linking it to marketing communications, RFAS Music successfully promoted the launch of Rizky Febian's song "Berona." The study suggests that it would be better if this promotional activity also used other platforms that are currently equivalent and as widely used as Instagram. and continue to improve interesting strategies.customers

The rapid development of digital technology has accelerated the transformation of business models, particularly within the Micro, Small, and Medium Enterprises (MSMEs) sector. One significant form of this transformation is the adoption of e-commerce as a platform for digital marketing and business transactions. This study aims to analyze the role of e-commerce in increasing the income of MSMEs in Medan Perjuangan District. The research employs a qualitative approach using secondary data obtained from government reports, scientific journals, and relevant previous studies. Data were analyzed through content analysis to identify patterns and key findings related to e-commerce utilization among MSMEs. The results show that the use of e-commerce has a positive impact on MSME income by expanding market reach beyond local boundaries, reducing marketing and operational costs, and improving consumer access and transaction convenience. However, the study also identifies major challenges, particularly limited digital literacy, inadequate technological infrastructure, and low readiness among MSME actors, which need to be addressed to maximize the benefits of e-commerce adoption.

The rapid development of digital technology has brought significant changes to the business landscape, transforming how products are marketed, services are delivered, and business relationships are built. In this context, students, as future members of the workforce and potential entrepreneurs, are required to possess strong digital literacy skills in order to effectively face challenges and seize emerging business opportunities. This study aims to analyze the importance of digital literacy in supporting students’ readiness to respond to future business trends. The research employed a descriptive approach using a literature review and observations of the entrepreneurship learning process in vocational schools. The findings indicate that digital literacy plays a crucial role in enhancing students’ creativity, adaptability, and ability to utilize digital platforms for online marketing, branding, and business communication. Furthermore, digital literacy helps students understand market dynamics, analyze consumer behavior, and adopt innovative business models that align with technological developments. Students with adequate digital literacy are better prepared to face rapid changes in the business environment and demonstrate higher confidence in applying technology to entrepreneurial activities. In conclusion, the integration of digital literacy into entrepreneurship education is essential to produce competitive, innovative, and adaptable graduates who are capable of thriving in the digital era and contributing to sustainable economic development.

This community service program aims to analyze the effectiveness of utilizing TikTok Shop as a digital marketing platform for UMKM Izzata Hijab located in Paciran District, Lamongan Regency. The main problem faced by the partner is the suboptimal management of digital marketing, particularly in content strategy planning, posting consistency, and the utilization of TikTok Shop features, resulting in marketing activities that have not yet provided maximum impact on improving marketing performance. The implementation method of this community service employed a mentoring and training model, which included stages of interviews, observation, and documentation throughout the mentoring process. The results indicate that the planned and sustainable implementation of digital marketing strategies through TikTok Shop is able to increase brand awareness, expand promotional reach, enhance customer interaction, and positively impact product sales. The effectiveness of the community service program is influenced by posting consistency, visual content quality, digital communication understanding, and the partner’s responsiveness to customers. This community service confirms that TikTok Shop digital marketing assistance is an effective strategy in supporting the improvement of marketing performance of UMKM Izzata Hijab in the digital era.

The transformation of public governance has encouraged a paradigm shift in public service delivery, from an administrative and procedure-oriented approach toward a citizen-centered and value-based model. In this context, public sector marketing has emerged as a strategic instrument to enhance service quality, institutional image, public participation, and trust. This study aims to examine the contemporary implementation of marketing strategies and planning in the public sector, with particular attention to their effectiveness and contextual relevance. The research adopts a qualitative descriptive approach through a systematic literature review of selected scholarly publications addressing public sector marketing, strategy implementation, digital governance, and public service management. The findings indicate that public institutions increasingly apply marketing principles not as commercial activities, but as mechanisms for creating public value through strategic communication, digital engagement, institutional branding, and stakeholder collaboration. However, the effectiveness of implementation varies across organizations and is strongly influenced by leadership capacity, human resources competence, organizational culture, and technological support. The study also reveals that public sector marketing strategies must be adapted to social, cultural, and institutional contexts, as private-sector models cannot be directly transferred. Theoretically, this study strengthens the positioning of marketing as an integral component of public governance. Practically, it provides insights for public organizations to develop contextual, responsive, and sustainable marketing strategies to improve public service performance and trust.

This study aims to analyze the role of internet technology in enhancing the competitiveness of ebusiness in Indonesia, particularly in the sector of small and medium enterprises (SMEs). Based on theoretical reviews, internet technology, e-business, technology adoption (TAM), and the concept of competitiveness serve as the main foundations for understanding the ongoing digital transformation. The research employed a descriptive qualitative method with a purposive sampling technique, involving five informants consisting of digital SME owners, online store managers, and users of service platforms. Data were collected through interviews and observations, then analyzed using the Miles and Huberman model through the stages of data reduction, data presentation, and conclusion drawing. The findings reveal that the internet plays a crucial role as an essential infrastructure that enhances marketing effectiveness, expands market reach, and improves operational efficiency. Marketplaces, social media, and delivery-service platforms contribute significantly to sales growth and service quality. However, challenges such as low digital literacy, platform commission fees, changes in social media algorithms, and uneven infrastructure development still limit optimal utilization. From a policy perspective, the study recommends strengthening digital infrastructure and improving national digital literacy. This research emphasizes that the success of e-business depends on technology access, human resource competence, and support through public policy. It can be concluded that internet technology serves as a vital foundation for e-business competitiveness in the digital era.

The transformation of the retail industry in Indonesia is accelerating in line with increasing digital penetration and changes in consumer shopping behavior. This condition requires small-scale retail, including fresh marts, to be able to optimize effective marketing stimulus to maintain and increase consumer buying interest. This study aims to analyze the role of marketing stimulus consisting of price, product variety, and promotion as a predictor of consumer buying interest using the Stimulus Organism Response (SOR) theoretical approach. This study involved 105 consumer respondents of Rizky Fresh Mart Semarang, who were selected through accidental sampling techniques. Data were collected using a Likert scale questionnaire and analyzed through multiple linear regression. The results showed that product variations had a positive and significant effect on buying interest, while prices and promotions showed a positive but insignificant influence. Simultaneously, the three marketing stimuli have a significant effect on consumer buying interest. These findings confirm that in the context of small-scale retail in Indonesia, product variety is the most powerful stimulus in shaping consumer perception before generating a response in the form of buying interest, according to the SOR model. This research provides managerial implications for retailers to prioritize completeness and product diversity, in addition to more strategic price management and promotion.

This study, titled “analysis of the influence of brand image and online promotion on generation z’s decision to purchase bsi product at bsi merr surabaya”, examines the effect of brand image (X1) and online promotion (X2) on the purchasing decisions (Y) of Generation Z consumers at the BSI Merr Surabaya branch. Using a quantitative research approach, data were collected from 100 respondents aged 20–27 years through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of WarpPLS 7.0 software. The results indicate that both brand image (X1) and online promotion (X2) have a significant and positive influence on Generation Z’s decision to purchase BSI products. Among the two variables, online promotion (X2) shows a stronger impact, highlighting its importance in engaging digitally savvy consumers. These findings emphasize the need for companies to strengthen digital marketing strategies while maintaining a solid brand image to effectively influence purchasing behavior. The study underscores the strategic relevance of optimizing both factors to enhance consumer engagement and drive purchase decisions among Generation Z.

This study aims to analyze the effect of product innovation, brand image, after-sales service, experiential marketing, and product quality on purchase intention and its impact on purchasing decisions of Toyota Avanza consumers in Semarang City. The research was conducted using a quantitative approach with primary data collected through questionnaires distributed to 120 respondents selected by purposive sampling. Data analysis employed the Structural Equation Modeling (SEM) technique using AMOS 18 software. The results indicate that all five independent variables—product innovation, brand image, after- sales service, experiential marketing, and product quality—have a positive and significant effect on purchase intention. Furthermore, purchase intention significantly affects purchasing decisions. Among the tested variables, product quality and product innovation were found to have the greatest influence on purchase intention, followed by brand image, experiential marketing, and after-sales service. These findings suggest that Toyota’s success in maintaining consumer interest and purchasing decisions largely depends on its ability to provide superior product quality, continuous innovation, and memorable customer experiences. The study contributes to marketing management literature by highlighting the integrated role of innovation and experiential marketing in shaping consumer behavior in the automotive sector.

On the effectiveness of using social media as a marketing channel for MSMEs in Balikpapan. MSMEs play a major role in the national and regional economy, but developments in digital technology have caused marketing patterns to change drastically from traditional methods to online media. Social media such as Instagram, Facebook, TikTok, and X are now effective marketing tools because they are able to reach a wide audience at a low cost. However, this effectiveness is highly dependent on content quality, consistent interaction, and the right marketing strategy. Although social media offers many opportunities, MSMEs in Balikpapan still face various obstacles, such as limited human resources with an understanding of digital content, a lack of ability to read marketing metrics, and limited advertising budgets. In addition, research on the effectiveness of social media on MSMEs, especially in Balikpapan, is still minimal. Therefore, this study was conducted to analyze the extent to which MSMEs utilize social media, assess its effectiveness through indicators such as reach, interaction, and sales, and identify supporting and inhibiting factors. The results of this study are expected to provide strategic recommendations for MSMEs and theoretical contributions to the development of digital marketing models.

The purpose of this research is to formulate a model for the Strategy to Enhance Competitiveness and Sustainability of SMEs in Supporting Independence in East Java. The research method is descriptive qualitative. Data collection techniques include observation, interviews, and documentation. Data analysis techniques use 1) Data reduction, 2) Data display, 3) Data triangulation, 4) Data verification. The informant determination technique uses indepth interviews with key informants such as SME actors, relevant agency officials, representatives from East Java's SME Banks, and academics. The results of data analysis and literature review indicate that the Strategy to Enhance Competitiveness of SMEs in East Java focuses on the adoption of digital marketing (utilization of social media, marketplaces, and e-commerce), product and process innovation (development of unique and quality products, production efficiency), as well as strengthening partnerships and collaborations with various parties (government, financial institutions, large companies) to expand market access and resources. The strategy for enhancing the sustainability of MSMEs in East Java heavily relies on prudent financial management practices (cash flow management, access to affordable financing such as Prokesra and Dagulir), compliance with legal and certification requirements (PIRT, halal, BPOM), as well as the potential implementation of circular economy concepts for resource efficiency and waste reduction. The strategy supporting the independence of MSMEs in East Java focuses on a comprehensive empowerment program, including entrepreneurship training and intensive mentoring for capacity building, ease of access to capital, and facilitation of business matching and exhibitions/bazaars for network and market expansion. The active role of the government and supporting institutions is crucial in creating a conducive ecosystem. The relationship between competitiveness, sustainability, and independence of SMEs is synergistic and mutually reinforcing. Increasing competitiveness directly contributes to economic sustainability. Sustainability creates stability that allows SMEs to continue innovating and enhancing their competitiveness. Meanwhile, independence empowers SMEs to be proactive in achieving competitiveness and sustainability, with the ability to make strategic decisions and adapt to changes. Overall, SMEs in East Java have great potential to continue growing and contributing to the economy. However, sustained support through appropriate policies, relevant empowerment programs, and facilitation of access to essential resources will be key to realizing SMEs that are not only competitive and sustainable but also fully independent.

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.

The development of social media has significant transformations in the communication strategies of retail companies, particularly in building relationships with customers digitally. In the context of increasingly intense competition, social media no longer functions merely as a promotional channel, but also an interactive space to shape engagement, brand perception, and long-term relationships with customers. TIP TOP Supermarket, as one of the modern retail players in Indonesia, utilizes Instagram as its primary digital communication channel to reach audiences, convey brand values, and build customer engagement. The majority of TIP TOP Supermarket’s customers do not yet possess high levels of digital awareness, resulting in limited engagement with TIP TOP’s activations on Instagram. TIP TOP has not yet implemented a strategic approach in managing its Instagram. This condition constitutes a challenge in Instagram management. This study aims to analyze the stages of research and diagnosis, objective, strategies, tactics, implementation, and reporting-evaluation carried out by TIP TOP Supermarket in building customer engagement. The research employs a descriptive qualitative approach within a positivist paradigm. Data were collected through in-depth interviews with seven key informants from the Marketing and Communications Division, observations, and online documentation. The findings indicate that the management of TIP TOP Supermarket’s Instagram has gone through all stages of the ROSTIR, although several aspects have not yet been fulfilled. The conclusion emphasizes the importance of building a brand identity with consistent characteristics. This study recommends the establishment of a digital community on Instagram and the adoption of a responsive approach toward customers.

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.

Food tourism is increasingly recognized as a strategic component in enhancing the competitiveness of tourism destinations, particularly thru the development of local cuisine based on local wisdom. However, most research still views digital platforms as partial promotional tools and has not yet studied how to use them systematically to build a sustainable culinary tourism ecosystem. The purpose of this study is to examine how digital platforms contribute to the development of local cuisine and how they contribute to the strengthening of sustainable culinary tourism. This is the culinary tourism destination that is the subject of this study, which was conducted using the case study method. Data was collected thru in-depth interviews with culinary MSME producers, destination managers, and tourists, as well as online observations via social media, travel review platforms, and culinary markets. The research results show that the value of tourism experiences can be enhanced, destination identity strengthened, and active participation of local SMEs increased thru the integration of digital platforms that connect visual promotion, tourist interaction, and digital culinary stories. The latest finding in this research is the development of a multi-platform digital integration model that serves not only as a marketing tool but also as a collaborative ecosystem that helps local economic growth, preserves culinary cultural heritage, and enhances the competitiveness of tourist destinations. The results of this research contribute conceptually and practically to building sustainable digital-based culinary tourism strategies.