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This study aims to analyze the influence of Customer Experience and sales promotions on repurchase intention of Nivea Men consumers in Medan City. The background of the study is based on the increasing competition in the men's skincare industry which demands effective marketing strategies to maintain consumer loyalty. The research method uses a quantitative approach with an associative research type. The research sample consisted of 96 respondents determined by purposive sampling technique. The results showed that Customer Experience has a positive and significant effect on repurchase intention, with the Sense indicator as the dominant factor. Sales promotions also proved to have a positive and significant effect, with promotion quality as the most influential indicator. Simultaneously, both variables have a significant effect on repurchase intention, with Exploratory Interest as the highest indicator, which confirms that positive experiences and quality promotions can encourage consumers to make repeat purchases while exploring other products from the same brand. The implications of this study emphasize the importance of strengthening the Relate dimension in Customer Experience, consistent promotion frequency at strategic moments, and product differentiation to strengthen consumer preferences.

The development of digital technology has changed marketing communication patterns, including in the music and audio industry. PT. Pro Musik Indonesia faces several challenges, including a diverse product variety that is not widely known, prices that target the middle to upper segment, but are not supported by clear communication. This study aims to analyze the implementation of marketing communications at PT. Pro Musik Indonesia uses the Communication Mix theory proposed by Philip Kotler (2020), which consists of five main elements: advertising, promotion, personal selling, public relations, and direct and digital marketing. The research method used is descriptive qualitative with interviews as the data collection technique. The results show that PT. Pro Musik Indonesia has utilized social media for advertising, offered seasonal discounts and cashback in sales promotions, taken a consultative and educational approach to personal selling, and built an image through music events and exhibitions. In addition, the company also integrates e-commerce platforms as a means of direct and digital marketing to expand market reach. Based on these findings, it can be concluded that the implementation of marketing communications at PT. Pro Musik Indonesia is adaptive to technological developments and consumer behavior.

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This study investigates the influence of advertising selling, sales promotion, and publicity on purchase decisions for Grab’s online transportation services, focusing on students of the Faculty of Economics at the Islamic University of Kadiri. In today’s competitive market, companies must employ creative promotional strategies to strengthen consumer purchasing behavior, especially for service-based products. Consumer engagement and trust are essential, as higher involvement in seeking information increases the likelihood of purchase. A quantitative research method was applied using multiple linear regression to analyze the effects of the three independent variables, both partially and simultaneously. The study population comprised all students of the Faculty of Economics, with purposive sampling used to select respondents who met specific criteria. Data were collected through structured questionnaires and processed statistically. The findings demonstrate that advertising selling, sales promotion, and publicity each exert a positive and significant influence on purchase decisions. Collectively, these promotional tools also have a significant simultaneous impact on consumer decision-making. The coefficient of determination (R²) is 0.757, showing that 75.7% of the variation in purchase decisions is explained by the three variables, while the remaining 24.3% is influenced by other factors not covered in this research. Overall, effective promotional strategies are proven to play an important role in shaping consumer purchase behavior in online transportation services.

Traditional markets play a central role in the local economic system and the social life of communities, particularly in Medan City. However, the dynamics of urbanization, competition from modern retail, and changes in consumer behavior have posed significant challenges to their sustainability. This study aims to analyze the relationship between the strategic location of traditional markets and their economic performance using a mixed-methods approach and spatial analysis. The research focuses on six traditional markets in Medan City: Petisah Market, Sukaramai Market, Beruang Market, Ikan Lama Market, Sei Sikambing Market, and Pringgan Market. Quantitative data were collected through questionnaires using a Likert scale and analyzed descriptively and correlationally, while qualitative data were gathered through field observations and in-depth interviews to interpret the socio-spatial context of each market. The key variables include accessibility, commodity diversity, and environmental comfort, which are linked to economic performance indicators such as visitor numbers, buyer loyalty, and sales stability. The results show that Petisah, Pringgan, and Ikan Lama Markets scored highest in these variables and demonstrated better economic performance. Correlation analysis identified commodity diversity as the most influential factor on economic performance, followed by environmental quality and accessibility. To strengthen the analysis, a SWOT model was also applied to identify the strengths, weaknesses, opportunities, and threats faced by traditional markets. This analysis reveals that the primary strengths of the markets lie in their location and social interaction, while the main challenges stem from a lack of modern management and pressure from digital markets. This study recommends development strategies based on local advantages, infrastructure modernization, market information digitalization, and cultural promotion as steps to sustainably enhance the competitiveness of traditional markets amid urban spatial changes.

This study aims to determine the influence of affiliate marketing programs, price, and promotion on purchasing decisions for Mezuca perfume on TikTok Shop. As the digital era advances, social media platforms like TikTok serve not only as entertainment platforms but also as effective channels for marketing products through the TikTok Shop feature and affiliate programs. This strategy allows content creators to act as sales partners, directly influencing consumer decisions. This quantitative study utilizes primary data obtained through questionnaires distributed to 180 respondents who had purchased Mezuca perfume through Mamnun's TikTok Shop account. After a selection process using purposive sampling, 160 respondents met the criteria and were eligible for analysis. Data analysis was performed using SPSS software with various statistical tests, including descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results indicate that affiliate marketing programs, price, and promotion simultaneously have a positive and significant effect on purchasing decisions. Partially, these three variables also show a significant positive influence on consumer decisions. These findings indicate that implementing effective digital marketing strategies, particularly through affiliate marketing, competitive pricing, and engaging promotions, plays a significant role in increasing consumer purchasing interest on social media platforms. This research offers practical implications for businesses in designing optimal and targeted digital marketing strategies.

This Community Service Program (PKM) was implemented at UMKM Wedang Rempah 3 Putri Sukoharjo with the aim of enhancing competitiveness through the application of e-prospek, strengthening digital marketing, and product diversification into ready-to-drink (RTD) beverages. The program employed mentoring, training, and hands-on practice, engaging UMKM actors actively from the planning stage to implementation. The results show that the use of the e-prospek application successfully expanded market access, digital marketing improved promotional effectiveness, and RTD product diversification attracted modern consumers who value practicality and health benefits. Beyond the economic impact of increased sales, the program fostered digital awareness, local leadership, and community independence. Theoretically, these findings reinforce the literature on the significance of digital transformation and product innovation in community-based MSME empowerment. This program is recommended for sustainable development through enhanced digital literacy, stronger local branding, and multi-stakeholder collaboration to establish an adaptive, innovative, and competitive MSME empowerment model.

This community service program in Gunung Kijang Village, Bintan Regency, Riau Islands Province, was designed to strengthen local empowerment through the synergy of education, economy, agriculture, and social participation. The activities consisted of four initiatives: workshops on Canva-based learning media for teachers, digital marketing training and social media account creation for MSMEs, participatory mapping of challenges and potentials of local food businesses, and smart farming education using soil moisture sensors to introduce efficient irrigation technology. The results showed significant achievements across sectors. In education, teachers improved their technological skills and created interactive media that enhanced student motivation. In the economic sector, MSMEs adopted digital promotion strategies, leading to wider market reach and sales. The participatory mapping revealed obstacles such as licensing, packaging, and financial literacy, while also identifying opportunities for product diversification using local resources. In agriculture, farmers were introduced to water-saving irrigation technology that improved efficiency and supported environmentally friendly practices. On the social side, community institutions such as PKK, Karang Taruna, and farmer groups played an important role in strengthening solidarity and expanding collaboration. Overall, the program proved that integrating digital literacy, technological innovation, and community participation can accelerate rural independence while fostering sustainable welfare for island communities.  

The increasing number of coffee shops in the modern era, especially in developing cities such as Cilegon, has triggered increasingly competitive market conditions. Dream Coffee, as a newly established coffee shop, faces challenges in introducing its brand and attracting consumer attention amid the dominance of more established coffee shops. This study aims to examine the marketing communication strategies implemented by Dream Coffee and to identify the factors that support and hinder the process of building brand awareness among its consumers.This research employs a qualitative approach, focusing on gaining an in-depth understanding of the social phenomena occurring at Dream Coffee through descriptive data collection and direct interaction. Data were collected using structured interviews, direct observation, and documentation involving the owner, internal consultant, employees, and customers or consumers.The findings indicate that Dream Coffee utilizes various elements of Integrated Marketing Communication (IMC), including advertising, personal selling, word-of-mouth marketing, sales promotion, and events and experiences. The main supporting factors are consistent and targeted communication, internal team solidarity, and an appealing visual brand identity. Meanwhile, challenges include limited physical facilities and a market reach that has not yet been maximized. Overall, it can be concluded that Dream Coffee successfully implements effective marketing communication strategies not only digitally but also in building brand awareness and creating emotional engagement with consumers.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

Dawet Ayu in Banjarnegara Regency is one of the traditional culinary micro, small, and medium enterprises (MSMEs) that until now is still able to survive and continue to grow. This typical beverage product not only has cultural value, but also has the potential to be a promising economic source for the local community. However, the reality on the ground shows that Dawet Jabung's business actors are still facing various serious obstacles. Limited understanding of business management, difficulties in calculating production costs in detail, and inability to determine the right selling price of products are the main obstacles. In addition, the low knowledge related to aspects of marketing, promotion, and business communication strategies makes it difficult for this business to expand the market. As a result, some business actors have actually experienced a significant decrease in sales from year to year. To answer these challenges, community service activities are carried out through two approaches, namely Action and Quality Awareness and Rapid Rural Appraisal (RRA). Action and Quality Awareness are carried out through extensive counseling, lectures, and mentoring aimed at increasing the knowledge of business managers. In this activity, business actors are guided to understand the importance of financial recording, cost management, and strategies to improve product quality. Meanwhile, the RRA method is used to identify real needs in the field, as well as prepare training, mentoring, and coaching programs that are relevant to business conditions. The results of the activity showed an increase in the ability of partners to classify production costs into the categories of raw materials, labor, overhead, marketing, and transportation. In addition, business actors are now more skilled in determining selling prices based on the realization of costs incurred, not just estimates. They also began to compile simple bookkeeping related to assets, debts, and capital, so that business management became more professional, transparent, and sustainable

The silver craft center in Sukawati District, Gianyar Regency, Bali faces significant challenges related to product marketing in the digital era. A heavy reliance on offline sales through exhibitions and tourists has resulted in slim profit margins for artisans, making their economic conditions highly vulnerable to fluctuations in visitor numbers. Additionally, silver artisans face difficulties in managing digital marketing, including limitations in writing attractive product descriptions, lack of understanding of product photography, and insufficient skills in managing social media and online stores. This situation adversely affects market reach, especially for international consumers who cannot access these products directly. To address these issues, the Japanese Literature Study Program at Mahasaraswati University Denpasar collaborated with Shitennoji University, Osaka, to conduct a community service program focused on mentoring digital marketing for silver craft products targeting the Japanese market, particularly with Yanyan Silver, one of the cooperative partners. The community service activities lasted for two months, beginning with observation and situation analysis on June 14, 2025, and concluding with evaluation at the end of August 2025. The Participatory Action Research (PAR) approach enabled active participation from artisans in every stage of the activity, from problem identification, planning, implementation, to evaluation. This approach ensures that the solutions produced are tailored to local needs and context. The marketing strategy employed used an integrated marketing mix covering product, price, promotion, and distribution through digital platforms. This facilitated easier customer access in Japan and enhanced Yanyan Silver’s brand awareness. These efforts positively impacted expanding market reach, improving the economic stability of artisans, and strengthening the competitiveness of silver craft products internationally, especially in the Japanese market.

BPR in Indonesia. This study uses qualitative research methodology.  The methodology employed is a case study.  The findings of this investigation include (1) Marketing communication strategies in increasing customer loyalty at BPR Kusuma Sumbing Delanggu are by using 1) advertising, BPR Kusuma Sumbing Delanggu utilizes digital media, only using Facebook, Instagram and the BPR Kusuma Sumbing Delanggu website. 2) sales promotion, promotions using distributing brochures, installing banners, personal and non-personal sales by visiting customers directly. 3) Public relations, BPR Kusuma Sumbing Delanggu is building a positive image of the company through events, sponsorships, or CSR. 4) digital media promotion, digital media used in marketing BPR Kusuma Sumbing Delanggu uses social media such as Instagram and Facebook, and we also have a special website for BPR Kusuma Sumbing Delanggu with the website address. (2) BPR Kusuma Sumbing's challenge is that educational communication regarding BPR Kusuma Sumbing Delanggu products to customers is sometimes hampered by a lack of understanding of financial literacy. Therefore, I have to explain in detail and coherently, which takes quite a long time. (3) The solution to addressing the challenges in marketing communication strategies to increase customer loyalty at BPR Kusuma Sumbing Delanggu is to continuously improve customer relationships and expand our reach. By strengthening communication and providing better education, we believe we can increase customer loyalty and the BPR's future growth.

Currently, the use of data mining technology has become essential in enhancing business management efficiency, including in the trending coffee shop industry. Data mining allows business owners to analyze sales information in depth, enabling more accurate decision-making regarding inventory management, promotions, and sales strategies. This study aims to implement the Apriori algorithm to analyze sales data at Menrabic Coffee Shop. The Apriori algorithm is used to discover association patterns or relationships between products frequently purchased together by customers, which can assist management in providing inventory that aligns with customer preferences. The research method illustrates the detailed implementation process of the Apriori algorithm, starting from sales data collection, data cleaning, programming, and analysis of the results. The implementation uses web programming languages such as HTML, CSS, MySQL, and JavaScript, while back-end logic is programmed with PHP. The results of applying this algorithm reveal the most popular sales patterns among customers, providing valuable insights for management to improve operational performance and customer satisfaction. Therefore, this study demonstrates that applying data mining with the Apriori algorithm can be an effective tool for understanding consumer behavior and supporting data-driven decision-making at Menrabic Coffee Shop. By utilizing these insights, management can optimize inventory, enhance sales strategies, and ultimately increase overall business efficiency.

This socialization aims to provide benefits to the community of the importance of social media as social media as information media and media as marketing media to be able to develop and introduce tourism, typical meaning, and potential in the village of Tewaowutung itself. In the community service activities carried out in Teawaowutung Village, the socialization process was carried out in two stages, namely material presentation and discussion which was attended by weaving, culinary, chicken, and pokdarwis UMKM groups. From the results of socialization with material on the understanding of digital literacy, digital media strategies, types of social media, social media as information media, social media as marketing media. Can provide benefits and advantages to the community from promotion through social media. The speaker also made a tik tok for the village so that it could become a promotional media for Tewaowutung village, to introduce tourism in the village and become a product produced by MSMEs in Tewaowutung village.

Starbucks is one of the brands committed to sustainability by combining sales promotions with sustainability messages to attract the attention of environmentally conscious consumers as a marketing strategy. This study aims to determine the credibility of green advertising, determine sales promotions, determine purchasing decisions, measure the influence of green advertising credibility, measure the influence of sales promotions, measure the influence of green advertising and sales promotions credibility on purchasing decisions. The theories used in this study are the credibility of green advertising Verleye and De Ryuck (2023), sales promotions Kotler and Armstrong (2020), and purchasing decisions Kotler and Armstrong (2020). This study uses a quantitative approach with a survey method, and questionnaires are distributed as data collection instruments. The sample in this study was 126 respondents from Instagram followers @starbucksindonesia who were determined using the Slovin formula, then the sample was drawn using a simple random sampling technique. The results of this study indicate that respondents responded in agreement with the credibility of green advertising (X1), respondents responded in agreement with sales promotions (X2), respondents responded in agreement with purchasing decisions (Y), and the credibility of green advertising and sales promotions has an influence on purchasing decisions. This study shows that simultaneously the credibility of Starbucks' green advertising and sales promotions has a significant influence on purchasing decisions.

Lake Maninjau specialty food souvenir shop is one of the micro businesses that sells a variety of traditional regional food products. So far, the marketing process and transaction management are still done manually, which causes limited market reach, difficulty in recording sales, and lack of effectiveness in product promotion. This research aims to design a web-based marketing information system to support the sales process, promotion, and data management in a more efficient and integrated manner. The system development method uses the System Development Life Cycle (SDLC) approach of the waterfall model, which includes the planning, needs analysis, system design, implementation, and testing stages. Data collection was conducted through field observations, interviews with business owners, questionnaires to customers, and literature studies related to information systems and digital marketing strategies. The designed information system includes various main features such as product data management, sales transaction recording, automatic sales report generation, social media integration, and product promotion pages. In the marketing aspect, this system allows businesses to display product catalogs online, provide real-time promotional information, and establish direct interaction with customers through contact and ordering features. In addition, the use of this system allows stores to reach a wider market, including potential customers from outside the Lake Maninjau area, through an integrated digital marketing strategy. The implementation results show that this web-based system can increase the effectiveness of product promotion, speed up the transaction process, and improve the quality of customer service. With this system, souvenir shops can compete more competitively in the digital era, as well as strengthen brand image and customer loyalty through more structured and sustainable marketing.

This study aims to determine the implementation and evaluation results of the marketing strategy for bakery and pastry products sold in the lobby lounge of Hotel Fairfield By Marriott Surabaya. This study used a combined qualitative and quantitative approach to obtain a more comprehensive picture. Data collection techniques were conducted through direct observation at the research location and interviews with relevant parties. Furthermore, data analysis was also strengthened by distributing a Likert-based questionnaire to three main respondents: the F&B Manager, the Daily Worker Pastry, and the Marketing Team. This mixed-method approach allowed the researcher to capture both numerical evaluation and in-depth qualitative insights. The results showed that the product strategy has been running quite well, especially in terms of quality and implemented work procedures. However, there are still weaknesses in the innovation aspect, as the products do not yet have distinctive characteristics that can serve as a key differentiator from competitors. In other words, the bakery and pastry products still lack a unique selling point that could strengthen brand identity. In terms of pricing strategy, the hotel uses a premium pricing system, which is considered appropriate for the image of a four-star hotel. However, this approach is still not flexible enough to optimally reach consumers outside the hotel. The promotional strategy is considered to have been implemented quite well, especially through bundling packages and the use of social media. However, existing promotions have not been implemented consistently and tend to be unstructured. Consistent promotion is essential to maintaining customer engagement and building long-term brand awareness. Meanwhile, the location strategy is considered quite effective because products are displayed in areas easily accessible to hotel guests. However, opportunities through digital distribution channels, such as online bookings, have not been maximized. Expanding digital distribution channels could significantly increase market reach and sales performance.

This Micro, Small, and Medium Enterprises (MSMEs) assistance program aims to improve business capacity, strengthen branding, expand marketing reach, and provide formal legal status to MSMEs. Activities carried out include digital marketing training, assistance in creating e-commerce accounts, designing and delivering MSME logos, providing grants for sealing equipment, and assisting in obtaining a Business Identification Number (NIB) through the OSS system. The implementation methods include initial observation, activity planning, interactive training, direct mentoring, and post-activity monitoring and evaluation. These methods are designed to ensure that MSMEs are not only equipped with technical knowledge but also empowered with the practical tools necessary for success in a competitive market. The results of the activities show an improvement in the digital marketing skills of MSMEs, allowing them to reach a wider audience through social media platforms and online advertising. The creation of logos as brand identities has significantly boosted the recognition of these businesses, helping them establish a stronger presence in their respective markets. Additionally, the enhanced product packaging quality with the provision of sealing tools has led to better product presentation, which is essential in attracting customers and increasing sales. Furthermore, the acquisition of NIBs as business legal status has provided MSMEs with greater legitimacy, enabling them to access more formal business opportunities and funding options. This program has had a positive impact on the professionalism and competitiveness of MSMEs, which has been reflected in their increased ability to market their products effectively and efficiently. However, further assistance is needed in optimizing digital promotion, such as improving online advertising strategies, and fully utilizing NIBs for better business expansion. Moreover, it is crucial to offer ongoing support and guidance to ensure that MSMEs can continue to thrive and adapt to the rapidly changing digital landscape