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Abstract. The shift in consumer behavior from offline to online platforms has significantly accelerated the growth of e-commerce in Indonesia, fundamentally transforming how businesses interact with their customers. Luxcrime, a local cosmetic brand, has responded to this digital evolution by integrating an augmented reality (AR) virtual try-on feature through the Shopee marketplace. This feature is a key component of the brand's digital marketing strategy aimed at enhancing customer engagement, interactivity, and purchase decision-making processes. This study investigates the mediating role of perceived enjoyment in the relationship between AR virtual try-on experiences and consumers' purchase intention toward Luxcrime products on Shopee, specifically in Denpasar City. A total of 100 respondents were surveyed using offline questionnaires with purposive non-probability sampling. The research adopts a combined theoretical framework—Stimulus-Organism-Response (SOR) theory and the Technology Acceptance Model (TAM)—to better understand consumer psychological responses and behavioral outcomes in digital environments. The collected data were analyzed using path analysis via SPSS version 26.0. The results show that all hypotheses are supported: AR virtual try-on has a significant and positive impact on both perceived enjoyment and purchase intention. Furthermore, perceived enjoyment plays a partial mediating role between AR try-on and purchase intention, indicating that enjoyment enhances the persuasive power of virtual product interactions. The study concludes that AR features should not only serve a functional purpose but also evoke positive emotional experiences to maximize their impact. Luxcrime is advised to continue improving the quality, realism, and interactivity of its AR features to increase consumer satisfaction and conversion rates in a competitive digital marketplace.

Digitalization has become a necessity across all sectors, in line with the rapid development of digital technology and the shift towards Society 5.0. The use of digital technology is now a crucial aspect in various activities, including the economic, social, and educational sectors. In the economic sector, in particular, the implementation of electronic data interchange (EDI) and the use of social media in marketing strategies have expanded to various business sectors, including micro, small, and medium enterprises (MSMEs). The shift in interaction patterns between consumers and sellers towards digital is both a challenge and an opportunity for MSMEs. However, the reality on the ground shows that most MSMEs in the regions, particularly in Sumbawa Regency, still experience gaps in digital literacy and human resource readiness in managing information technology. To address this challenge, digitalization outreach and training activities are being conducted for MSMEs and the general public in the region. These activities aim to improve understanding and basic skills related to the use of digital technology in running and developing businesses, such as online marketing, digital data management, and the use of e-commerce platforms. This outreach also emphasizes the importance of adapting to technological developments to increase the competitiveness and sustainability of MSMEs in the digital era. The results of this activity showed a 3% increase in participants' understanding of digitalization, as evidenced by a comparison of pre-test and post-test results. While this improvement is initial and modest, it reflects positive changes that can be further developed through follow-up programs and ongoing mentoring. Therefore, community empowerment through digital education is a strategic step in strengthening the role of MSMEs as key drivers of the local and national economy in the digital era.

This study aims to analyze the implementation of Value Added Tax (VAT) calculation, payment, and reporting at PT. PMP during the 2023 tax year. This study uses a qualitative descriptive approach with data collection techniques through interviews, direct field observations, and documentation studies of the company's tax archives and financial reports. The main focus of the study is to determine the extent of the company's compliance with tax regulations issued by the Directorate General of Taxes. The results show that PT. PMP has carried out its tax obligations in accordance with applicable laws and regulations, including the use of the e-Faktur application for issuing electronic tax invoices and e-Filing for reporting VAT Periodic Tax Returns. In the VAT calculation process, the company systematically classifies output and input tax invoices. However, several conditions of overpayment and underpayment were found due to the dynamic variation between output and input VAT, especially in transactions involving discounts and sales returns. Tax payments were generally made on time through the online billing system, although there was a two-day delay in one tax period due to internal administrative constraints. While reporting is consistent each month, several input errors due to human error were still found, such as incorrectly entered Tax Invoice Serial Numbers (NSFP) or transaction values. These errors were then corrected through the Periodic Tax Return correction mechanism. Overall, the company has demonstrated a strong commitment to fulfilling its tax obligations, but improvements are still needed, particularly in coordination between tax divisions, data validation prior to reporting, and increasing human resource capacity in utilizing the tax information system.

Human resource management (HRDM) is a crucial factor in supporting the success of companies in the digital era which is full of rapid change and global competition. Companies are required to not only adapt to technology, but also be able to build strategic and innovation-oriented MSDM systems. This study aims to examine the strategic role of MSDM in PT Telkom Indonesia (Persero) Tbk in supporting digital transformation and achieving organizational goals. Using a literature study approach, data was obtained from books, scientific journals, company annual reports, and official online sources. The results of the study show that PT Telkom Indonesia manages human resources strategically through various initiatives, such as the Great People Development Program (GPDP), digitization of the Human Capital Management (HCM) system, and strengthening the value-based work culture of "The Telkom Way" which includes Integrity, Enthusiasm, and Totality. This approach has a positive impact on increasing employee engagement, productivity, innovation, and the company's competitiveness in the highly competitive telecommunications industry. In addition, the implementation of digital technologies in HR management, such as the use of analytics platforms for performance measurement and online learning systems, has helped companies in accelerating the internal transformation process. However, challenges such as the digital divide between employees, differences in expectations between generations, and resistance to change are still obstacles that need to be addressed with a more inclusive, adaptive, and employee-well-being-oriented management strategy. This research provides the implication that the integration of technology, organizational culture, and talent development is an important combination in creating a resilient and sustainable HR system. The limitations of the research lie in the literature approach that has not touched the empirical aspect, so it is recommended that there be field studies or in-depth interviews with related parties in the next research to get a more holistic and accurate picture.

Consumer protection in e-commerce transactions in Indonesia faces significant challenges due to the lack of specific regulations that clearly define the responsibilities of digital platforms. Law Number 8 of 1999 concerning Consumer Protection (UUPK) serves as the primary legal framework, but it has not adequately addressed the complexities of digital transactions, leading to legal uncertainty in resolving disputes and safeguarding consumer rights. This gap in the law leaves consumers vulnerable, as their rights are not clearly protected in the digital environment. One of the main issues is the low level of consumer legal literacy in Indonesia, which exacerbates the problem. Many consumers are unaware of their rights or how to enforce them, making it difficult for them to seek redress in case of problems with e-commerce transactions. This lack of understanding creates an environment where consumers are often left without proper recourse when facing issues such as faulty products, delayed deliveries, or breaches of personal data security. This study aims to identify the barriers to consumer protection in e-commerce and propose solutions to address these challenges. The study suggests that more comprehensive and adaptive regulations are needed to define the responsibilities of e-commerce platforms clearly. These regulations should include effective complaint mechanisms, stronger consumer data protection policies, and a framework for resolving disputes quickly and transparently. Additionally, the study emphasizes the need for stricter supervision and more robust law enforcement to ensure that digital trading platforms comply with consumer protection laws. The findings highlight the importance of creating a safe, fair, and trusted digital trading ecosystem in Indonesia, where consumers feel secure and are empowered to demand their rights. By implementing these recommendations, Indonesia can improve consumer protection in the digital economy, ultimately fostering a more sustainable and transparent e-commerce environment.  

The rise in hate speech cases involving minors on social media has become a pressing legal issue in the digital era. As more children engage with online platforms, the risks of harmful behaviors such as hate speech have grown, presenting challenges for legal systems worldwide. This study aims to examine the enforcement of law against children who commit hate speech crimes on social media, with a focus on understanding both the legal processes and the obstacles encountered during enforcement. Using a combination of normative and empirical juridical approaches, the study collects data through interviews with law enforcement officials in Bandar Lampung. The findings indicate that, although the juvenile justice system emphasizes restorative justice and provides diversion mechanisms for minor offenders, the practical application of these principles remains insufficient. Key technical challenges, such as difficulties in tracking accounts and the ease with which digital evidence is deleted, pose significant barriers to effective prosecution. Additionally, structural issues, including limited resources and the lack of digital legal literacy among law enforcement, exacerbate the problem. Despite these challenges, the study identifies best practices in diversion, such as involving psychologists, probation officers, and community leaders, as potential pathways to more humane and rehabilitative resolutions. Furthermore, the study highlights the importance of strengthening coordination between agencies, improving law enforcement capacity in digital forensics, and implementing early digital literacy education. These efforts are crucial for creating a more effective legal framework to address hate speech cases committed by children on social media, ensuring both justice and rehabilitation in the digital age.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study aims to determine whether the Penal and Non-Penal Integral Policy can be implemented to increase the effectiveness of eradicating online gambling crimes and to determine the obstacles faced by the local government in implementing the Integral Policy on Online Gambling Crimes in Surakarta. This type of research uses empirical legal research, with a descriptive research nature. The research location is at the Surakarta Police, Surakarta City. The types and sources of data in the study consist of two types, primary data and secondary data. Data collection techniques are by observation, interview, and decision study techniques. The results of this study show that the causes of the rampant online gambling in the Surakarta Police area are economic problems, community disobedience to the law, morality factors, low Human Resources (HR), and tradition. The eradication of online gambling in the Surakarta Police area can be said to be effective, although in reality online gambling continues to grow, but during the last five years (2020-2025) there has only been one case file handled regarding online gambling, However, the role of the Police in handling online gambling cases is still limited, so that the perpetrators of gambling are only subject to Article 303 of the Criminal Code concerning gambling. and in handling online gambling cases, there are various obstacles found in the field, both in terms of time, costs and processes that are not easy to imagine.

The rapid development of digital technology has brought about significant changes in various aspects of life, including the world of work. One skill that is now highly sought after by job seekers is digital platform-based communication skills. This skill is crucial for building a professional image, expanding networks, and increasing employment opportunities. In response to this need, a digital communication training program was held in Kartasura District with the aim of improving the practical skills of job seekers, particularly high school/vocational school graduates and final-year college students. The training was conducted face-to-face using a participatory approach, combining conceptual material delivery with hands-on practice sessions. The training focused on utilizing professional platforms such as LinkedIn and social media platforms like Instagram, which have become essential tools in the job search and personal branding process. A total of 42 participants attended the training, with diverse educational backgrounds and interests but a common desire to be more competitive in the digital job market. The training results showed a significant increase in participants' understanding of professional communication in the digital realm. Participants also gained practical skills in creating attractive LinkedIn profiles, creating content relevant to industry needs, and managing their online self-image. Furthermore, this training created a collaborative space between participants and presenters through a WhatsApp group, which later developed into a platform for sharing information about job openings, career tips, and ongoing discussions. The findings from this training underscore the importance of integrating digital communication training into workforce development programs, particularly in buffer urban areas like Kartasura. This effort serves as an adaptive strategy to address the challenges of digital transformation while empowering the younger generation to be better prepared for job competition in the digital era.

The unemployment rate in Indonesia remains relatively high, particularly among vocational high school (SMK) graduates, who have the highest open unemployment rate. This condition indicates an imbalance between the skills possessed by graduates and the needs of the workforce. One strategy that can be taken to address this problem is to encourage the emergence of new entrepreneurs. Interest in entrepreneurship is a key factor that can motivate individuals, especially students, to create jobs for themselves and others. To foster this interest, motivating factors such as adequate entrepreneurial practices and realistic income expectations are needed. This study aims to analyze the contribution of entrepreneurial practices and income expectations to increasing student entrepreneurial interest. A quantitative approach was used in this study, with primary data collection through an online survey assisted by Google Forms. The research instrument was designed using a Likert scale to measure respondents' perceptions. Sampling was determined using a proportional random sampling technique based on the Taro Yamane formula, resulting in 188 students as study respondents. Data analysis was performed using Smart PLS software to test direct and indirect relationships between variables. The results showed that entrepreneurial practices have a direct, positive, and significant influence on entrepreneurial interest. Furthermore, entrepreneurial practice also has a direct, positive, and significant effect on income expectations. Furthermore, it was found that entrepreneurial practice has an indirect, positive, and significant impact on entrepreneurial intentions through the mediation of income expectations. These findings indicate that students who gain direct experience in entrepreneurial practice will have a clearer picture of the potential income that can be obtained, thus increasing their motivation to become entrepreneurs.

This study aims to design and develop a website-based library information system using the Agile method at SMK Azzahro Palembang. The Agile approach was chosen because it allows for an iterative, flexible, and collaborative software development process between the development team and end users. This process prioritizes speed in completing each development stage and allows for continuous improvement based on user feedback. The developed information system includes several key features, such as book data management, library member data, loan and return transactions, and online book catalog searches. Through this system, library management activities become more structured, efficient, and well-documented. In addition, users—both students and teachers—can easily access book availability information without having to come directly to the library, thus improving time efficiency. The trial results show that this system significantly improves the work efficiency of library staff and user convenience in accessing information. This study also notes the important contribution of the Kampus Mengajar program, which supports the transfer of information technology knowledge to schools and encourages increased digital literacy among students and education personnel. With this information system, it is hoped that library management at SMK Azzahro will be more modern, transparent, and support the school's literacy culture in a sustainable manner. In addition to the practical benefits, the development of this library information system will also have a positive impact on improving digital competency for all elements of the school. Teachers and administrative staff who were previously unfamiliar with intensive digital system use will receive training and mentoring throughout the implementation process. This will result in improved information technology skills that can be applied not only to library management.

The growing coffee production rate in Indonesia reflects an increasing public interest in coffee consumption. Fore Coffee, a local coffee shop, has taken advantage of this trend since 2018. However, strong competition from other coffee shops has placed Fore Coffee in third place in the Top Brand Award rankings for the past two years, indicating the need for more effective marketing strategies to boost purchase intention among potential consumers. This study aims to analyze the role of brand awareness in mediating the effect of social media marketing on purchase intention among prospective consumers of Fore Coffee in Denpasar City. The research was conducted with a sample of 120 respondents, using surveys with offline and online questionnaires. The sample was selected through a non-probability purposive sampling method. The data analysis was performed using path analysis and the Sobel test with SPSS version 25. The study’s results indicate that all hypotheses are supported. Social media marketing positively and significantly affects purchase intention, suggesting that effective social media strategies can directly influence consumers' willingness to purchase. Additionally, social media marketing positively impacts brand awareness, meaning that well-executed social media campaigns help consumers become more familiar with the brand. Furthermore, brand awareness has a significant positive effect on purchase intention, implying that increased awareness of Fore Coffee enhances the likelihood of purchase. The study also found that brand awareness partially mediates the relationship between social media marketing and purchase intention, indicating that social media marketing's impact on purchase intention is stronger when combined with high brand awareness. These findings emphasize the importance of integrating social media marketing with brand awareness strategies to improve consumer purchase intention.

Small-scale economic activities, such as micro, small, and medium enterprises (MSMEs), play a vital role in a region's economy. MSMEs need to be protected and empowered to prevent unfair competition between businesses, especially those involving large-scale businesses. One example of an MSME with great potential is the amplang (rice crackers) manufacturing business, a typical souvenir from Balikpapan. Amplang has a distinctive taste and is attractive to tourists visiting the city, and has the potential to be further developed in the future. However, during the community service process, several problems were discovered among these MSMEs. One of the main problems is the lack of online product marketing expansion. These MSMEs still rely on traditional marketing methods, which are limited to direct sales or through local markets. However, with technological developments and high internet usage, the use of social media for product promotion can have a significant impact on increasing sales and market reach. To address this issue, market share expansion was carried out by utilizing social media, which has not previously been used by these MSMEs. Social media platforms like Instagram, Facebook, and WhatsApp can be highly effective platforms for introducing amplang products to a wider market, both locally, regionally, and nationally. Furthermore, this community service program also provides business development assistance by providing training to MSMEs in social media management, engaging content creation, and appropriate digital marketing strategies. With this introduction to online marketing and mentoring, it is hoped that amplang MSMEs in Balikpapan can better develop their businesses, expand their market reach, and increase their competitiveness in an increasingly competitive market.

This study aims to analyze and compare the performance of the Naive Bayes, K-Nearest Neighbors (KNN), and Decision Tree algorithms in predicting the purchase intention of e-commerce visitors using the Online Shoppers Purchasing Intention Dataset, which consists of 12,330 records and 18 variables, with the Revenue variable serving as the classification target. The preprocessing stage involved transforming categorical and boolean variables into numerical form, standardizing features using StandardScaler, and splitting the dataset into 80 percent training data and 20 percent testing data. Model evaluation was conducted using accuracy, precision, recall, F1-score, and ROC-AUC metrics, and was further strengthened by 10-fold cross-validation to obtain more stable results. The findings indicate that KNN achieved the highest accuracy of 0.866180, while Naive Bayes produced the highest recall value of 0.690998 and the highest ROC-AUC value of 0.821696. Meanwhile, Decision Tree demonstrated relatively balanced performance with an accuracy of 0.857259 and an F1-score of 0.571776, whereas the cross-validation results identified KNN as the model with the highest average accuracy of 0.8770. These findings suggest that the selection of a classification model for purchase intention prediction cannot rely solely on a single evaluation metric, as each algorithm possesses different strengths. Therefore, a comparative approach among algorithms can help determine the most suitable model for supporting consumer behavior analysis on e-commerce platforms.

This community service program is designed to improve the competitiveness and marketing effectiveness of YAIKI's Shoe Business Partners, located in Karangdieng Village, Mojokerto Regency. This improvement effort is carried out through the creation of a digital product catalog integrated with QR codes as a modern promotional medium. The digital product catalog is systematically structured, interactive, and easily accessible, containing comprehensive information on the types, designs, sizes, prices, and advantages of the shoes produced. The catalog's attractive appearance is designed using design software and online platforms, thus conveying a professional impression and increasing consumer appeal. Furthermore, QR codes are created and placed on each product and promotional materials such as brochures, packaging, and posters. By scanning the QR code with a smartphone, consumers can directly connect to the digital catalog without having to manually search for information, thus making the marketing process more efficient and responsive to market needs. The program implementation method includes training in digital catalog creation using free or low-cost graphic design software and online platforms, the creation of QR codes that directly link to the catalog, and technical assistance for partners in implementing this technology into their marketing strategies. The program evaluation demonstrated increased partner understanding of digital technology, ease of product information delivery, and the potential for increased sales and broader market reach. Through this innovation, local shoe businesses in Karangdieng Village have a greater opportunity to compete in the modern market. The implementation of digital catalogs and QR codes is expected to be a practical and sustainable solution to support business growth, strengthen brand image, and encourage economic independence for the local community.

This study aims to analyze and determine the extent to which discounts and product quality influence purchasing decisions for Somethinc products, with product reviews as a moderating variable. The background of this study is based on the increasingly fierce competition in the cosmetics industry, which encourages manufacturers to implement effective marketing strategies, one of which is through providing discounts, improving product quality, and utilizing consumer reviews. The type of research used is quantitative with a causal approach. The data used is primary data obtained through the distribution of online questionnaires to respondents who meet the criteria. The study population is Somethinc product users who make purchases through the Shopee e-commerce platform. The sampling technique used the convenience sampling method with a sample size of 160 respondents. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results of the study indicate that discounts have a positive and significant effect on purchasing decisions, indicating that the more attractive the discount offered, the more likely consumers are to make a purchase. Similarly, product quality has a positive and significant effect on purchasing decisions, meaning that the better the product quality perceived by consumers, the higher the tendency to buy. However, the results of the moderation effect test revealed that product reviews were unable to moderate the relationship between discounts and product quality on purchase decisions. This indicates that while product reviews can be a factor in consumer considerations, their influence is not strong enough to strengthen or weaken the relationship between these two independent variables and purchase decisions. This finding has implications for cosmetics businesses, particularly Somethinc, to focus more on pricing strategies and improving product quality as key factors in driving consumer purchase decisions.  

Through seminars and leadership training, the goal of this community service project is to identify an effective leadership model that will enhance the work ethic of Jumantik employees in Setu Village, East Jakarta. Participating in the Effective Leadership program in enhancing work ethics were 100 Jumantik cadres from the village, the heads of the Development of Family Welfare of Setu Village, Cipayung District, and RW in the Setu Village neighborhood of East Jakarta. Lecture and coaching techniques are used in the training process. As a result of this training, a leader must employ effective leadership techniques to enhance work ethic when overseeing Jumantik cadres. To improve the motivation, accountability, and discipline of Jumantik cadres, one successful leadership model employs a transformational and participatory leadership style. This approach encourages open communication and fosters a sense of belonging among the cadres. It has been demonstrated that cadres who regularly monitor mosquito larvae perform better under leadership that offers clear guidance, emotional support, and active involvement in decision-making. Furthermore, the training emphasizes the importance of collaboration and teamwork, which are essential for achieving common goals. Jumantik cadre supervisors are advised to participate in leadership training since effective leadership would facilitate the development of a more inclusive and cooperative leadership model. Thus, it is anticipated that the effective sub-district eradication of Dengue Hemorrhagic Fever (DHF) will be facilitated by the adoption of the appropriate leadership paradigm, ultimately leading to healthier communities and improved public health outcomes. This is expected to make the public more vigilant and protected from potential online fraud in the future. Furthermore, increased legal literacy is expected to create a safer and more trustworthy digital transaction ecosystem for all parties.

This study aims to evaluate the extent to which the Shopee e-commerce platform affects the sales rate of clothes in Pasar 16 Ilir, Palembang, which is known as one of the largest clothing trading centers in South Sumatra. The background of this research departs from the phenomenon of the rapid development of e-commerce in Indonesia, where Shopee dominates the fashion category and is the main choice of consumers in online shopping. The change in consumer behavior from conventional to digital shopping patterns encourages businesses in traditional markets to adjust strategies to remain relevant and competitive in the increasingly dynamic era of digital transformation. This research method uses a combination of quantitative and qualitative approaches. A survey was conducted on 100 sellers and 150 consumers to collect data on shopping habits, perception of promotions, and the impact of using Shopee on clothing sales. In addition, in-depth interviews with several business actors at Pasar 16 Ilir were conducted to gain a more detailed understanding of the adaptation strategies they implemented. Data analysis shows that Shopee's promotional features, such as discounts, cashback, and flash sales, are the dominant factors that increase consumer interest. Hedonistic aspects, including the convenience and pleasure of online shopping, as well as customer reviews, also have a significant influence on purchasing decisions. The results of the study confirm that the integration of Shopee with the traditional market contributes to the increase in the volume and sales value of clothes in Pasar 16 Ilir. The online-to-offline (O2O) synergy model helps merchants reach a wider market and improve their competitiveness. In conclusion, optimizing e-commerce platforms through effective promotion strategies, review management, and customer service is the key for MSME actors in facing competition in the digital era.

The 2025 Thematic Community Service Program (KKN-T) for the R3 group of Janabadra University Yogyakarta was held in Tangisan Hamlet, Banyurejo Village, Tempel Subdistrict, Sleman Regency. Tangisan Hamlet has various local potentials that can be developed, such as a productive agricultural sector, active social institutions, and a rich cultural heritage. However, this area also faces several challenges that need to be addressed, including low legal literacy among the community, a high potential for juvenile delinquency, and limited public information support facilities in the hamlet. In implementing the KKN-T program, a participatory approach was applied by involving the local community from the planning stage to the evaluation. The process began with field observations to understand the actual conditions in the community, then continued with the formulation of a work program developed in collaboration with community leaders and village officials. The programs implemented included the installation of information signs in Javanese script at strategic points as part of supporting the "Culturally Independent Village" program. In addition, socialization was conducted regarding laws related to online loans and juvenile delinquency, which aimed to increase public understanding of legal issues. At Banyurejo 4 Public Elementary School, anti-bullying education is being conducted to raise students' awareness of the importance of mutual respect. Furthermore, at the Integrated Service Post (Posyandu) for toddlers, nutritious supplementary food using local foods is provided to support children's health in the area. All implemented programs are based on the actual needs of the community, identified through discussions and deliberations with community leaders. Through this Community Service Program (KKN-T) activity, it is hoped that a strong synergy will be established between students, the community, and the village government in promoting sustainable and independent village development. This program is expected to provide direct benefits to the community and pave the way for better village development in the future.

This study aims to analyze the role of brand trust in mediating the influence of social media marketing on brand loyalty in Orlenalycious, an MSME brand known for its brownie products. In an increasingly competitive industry, building strong relationships with customers has become essential, and social media marketing is becoming one of the effective ways to achieve this. This research was conducted in Denpasar City using questionnaires distributed to 120 respondents online and offline. The sampling technique used is non-probability sampling with the purposive sampling method. The results of the study showed that all the hypotheses put forward were accepted. Social media marketing has been proven to have a positive and significant effect on brand loyalty, as well as on brand trust. In addition, brand trust also has a positive and significant influence on brand loyalty. Interestingly, brand trust can mediate the influence of social media marketing on brand loyalty in part. These findings support the Stimulus-Organism-Response (S-O-R) model, which emphasizes the importance of social media marketing in influencing consumer attitudes and behaviors through accurate information and in accordance with the promises of the products offered. The implications of this study show that in order to increase brand loyalty, Orlenalycious needs to continue to provide up-to-date information and fulfill product promises through social media marketing, so as to strengthen consumer trust and increase brand loyalty. These results are expected to be a guide for MSME managers in designing more effective marketing strategies, especially in utilizing social media to build long-term relationships with customers.