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This study aims to explore how users' perceptions of the chatbot on the Shopee platform influence user satisfaction and loyalty. The research employs a qualitative approach with in-depth interviews to gather users' experiences and views on their interactions with the chatbot. The findings reveal that three key factors—clarity of responses, ease of access, and relevance of information—are crucial in determining user satisfaction. Users who found the chatbot's responses clear and easily understood, along with quick access, were generally more satisfied with the service provided. However, despite achieving user satisfaction, loyalty to the platform has not been fully established. This is due to the chatbot's limitations in building emotional connections with users and its inability to handle more complex issues. While the chatbot is effective in providing automated solutions for simple problems, it lacks the empathy and personalized attention necessary when users encounter more intricate issues or require a deeper level of interaction. These findings highlight that although chatbots can enhance the efficiency of basic customer service, they cannot fully replace human interaction, particularly in customer service contexts that require emotional engagement and a deeper understanding of the user's needs. To foster stronger user loyalty, a combined approach involving both technology and human interaction is essential. The chatbot can address routine issues, while more complex matters should be referred to customer service representatives who can offer empathetic and tailored solutions. The recommendation from this study is for Shopee platform developers and sellers to strategically optimize chatbot use while maintaining human interaction that is adaptable, in order to enhance user satisfaction and loyalty.

The " Toddler Family Class " program provided an opportunity for parents to actively engage in learning about the importance of appropriate parenting for toddlers. Recognizing the critical window of early childhood, the program focused on equipping parents with the knowledge and tools to promote their children’s cognitive, emotional, and social development. Parenting practices in early childhood significantly influence a child’s future academic success, emotional well-being, and ability to form healthy relationships. Therefore, it is essential to ensure that parents are well-informed about the best approaches to child-rearing during these formative years. The interactive discussions offered parents a platform to share their personal experiences, concerns, and challenges regarding parenting. Case studies presented real-life scenarios that allowed participants to apply theoretical knowledge to practical situations. This approach facilitated a deeper understanding of the various parenting styles, including authoritarian, permissive, and democratic parenting, and their respective effects on child behavior and development. Furthermore, the program emphasized the importance of nurturing a secure attachment between parents and toddlers. Participants were introduced to strategies that encourage positive reinforcement, empathy, and effective communication with their children. These strategies are key to fostering a supportive and loving environment in which children can thrive emotionally and socially. The collaborative nature of the program also helped to build a supportive network among parents. They were encouraged to form lasting relationships that could provide ongoing mutual support in their parenting journey. This communal learning environment reinforced the importance of family-centered child development practices, ensuring that parents felt empowered to make informed decisions that would benefit their children’s long-term growth and well-being.

The Pancasila Student Profile Strengthening Project (P5) aims to develop students who possess strong character and skills that are relevant to the demands of the times, particularly in facing global challenges and technological advancements. One of the implementations of P5 at SMK NU 1 Sukodadi is the Gelar Karya activity, which serves as a platform for students to showcase their creativity and apply the values of Pancasila in real life. The theme of this activity is "Build a Healthy Body, Mind, and Sustainable Lifestyle," aimed at raising awareness of the importance of physical and mental health, as well as adopting environmentally friendly practices that support sustainability. The method used in this activity is a project-based learning approach, where students are given the opportunity to learn through direct experience. This allows them to understand and apply the theories they have learned in real-world practices. Additionally, the activity emphasizes collaboration between students and teachers, creating a supportive learning environment and strengthening the relationship between learners and educators. By utilizing experiential learning, students are directly involved in the learning process, which facilitates a deeper understanding. The results of this community service project show that the Gelar Karya activity successfully increased students' awareness of the importance of healthy lifestyles and sustainable environmental management. Students not only gained theoretical knowledge but also practical skills that they can apply in their daily lives. Furthermore, the activity strengthened students' character and supported the values of the Pancasila Student Profile. These findings can serve as a model for other schools to optimize the sustainable implementation of P5, providing a positive impact on shaping students' character and skills for a better future.

The purpose of this study was to understand the impact of using the digital educational tool Educaplay on student learning outcomes, specifically in learning the concept of energy sources and their transformations in third-grade students at Brumbungan Lor Elementary School. The main question examined was whether the use of this interactive platform significantly impacts student learning outcomes. The method used was a quantitative approach with a pre-experimental one-group pretest-posttest design. The subjects were all 17 third-grade students at Brumbungan Lor Elementary School. The research instrument consisted of a pretest and a posttest, consisting of 15 multiple-choice questions structured according to basic competencies regarding energy sources and their transformations. Data were analyzed using a paired sample t-test. The analysis showed a two-tailed significance value of 0.000, less than 0.05. This finding indicates that the null hypothesis (H0), which states there is no difference in learning outcomes before and after the treatment, is rejected. Conversely, the alternative hypothesis (H1), which states there is a significant difference after the treatment, is accepted. Thus, the study proves that the interactive learning media Educaplay has a significant impact on improving student learning outcomes. Students experienced improved understanding and academic achievement after participating in learning using this media. This demonstrates that technology integration, specifically Educaplay, can create engaging, interactive learning experiences and motivate students to be more active in the learning process. The final results of the study confirm that Educaplay is a suitable alternative learning media for improving student academic achievement. Therefore, educators and teachers are encouraged to utilize it as part of their learning strategies to support improved student learning outcomes.  

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.

The rapid growth of e-commerce in Indonesia has led to significant changes in the way food products are sold, particularly imported foods. While the convenience of online shopping offers great benefits to both consumers and businesses, it has also uncovered several regulatory challenges, especially concerning the labeling of imported food products. A critical issue is the non-compliance with the Indonesian language labeling requirements for these products, which puts consumers at a disadvantage. Such practices not only violate existing consumer protection laws but also pose risks to public health, as consumers may not fully understand the contents or risks associated with foreign food products due to language barriers. This study highlights the need for a more robust framework to enforce labeling laws, focusing on the responsibility of e-commerce platforms. Platforms play a crucial role in bridging the gap between sellers, manufacturers, and consumers. By implementing stricter oversight and monitoring mechanisms, e-commerce platforms could ensure that sellers comply with legal labeling requirements. Furthermore, platforms can act as intermediaries to facilitate consumer complaints and provide dispute resolution services in cases of non-compliance. In addition, the study emphasizes the importance of consumer education. Many consumers are unaware of their rights and the standards they should expect from food products sold online. Thus, there is a need for awareness campaigns and easy access to information on consumer rights, particularly in the context of e-commerce. Strengthening the enforcement of these regulations, providing training for business actors, and improving public awareness will help ensure that imported food products are sold in a transparent, legally compliant manner.

Digital image processing is a rapidly developing branch of computer science and has many applications in everyday life. One of the fields that most often utilizes this technique is object detection and color identification in images and videos. This study specifically aims to implement the thresholding method in the HSV (Hue, Saturation, Value) color space to detect three basic colors, namely red, green, and blue, in digital images. The research process begins with uploading images using the Google Colab platform, a cloud-based computing environment that makes it easy for users to run Python programs without requiring additional software installation. After the image is uploaded, the next step is to convert it from the RGB (Red, Green, Blue) color space to the HSV color space. This conversion is important because the HSV color space is more suitable for use in the color segmentation process. The Hue value represents the type of color, Saturation shows the level of saturation, while Value describes the level of brightness. Once the image is in the HSV color space, the next step is to determine the HSV value range for each basic color. This range is determined based on experimental results and references from related literature. Using this range, masking is performed to extract the appropriate pixels so that only the red, green, or blue portions of the image are visible, while the other colors are reduced. The results show that the thresholding method in the HSV color space is capable of detecting primary colors with a good level of visual accuracy, especially in simple images with contrasting backgrounds. The implementation of this program is relatively lightweight, easy to run directly in Google Colab, and does not require high-spec hardware. Therefore, this method is very suitable for use as basic learning material for digital image processing, both for students and novice researchers.

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.

The abundant rice husk waste in Legundi Village, Ngawi Regency, has not been used optimally and has the potential to cause environmental pollution. On the other hand, rural communities, especially the PKK Women's group, need business diversification to increase family income. Responding to these challenges, this community service program is carried out with the main objectives: (1) utilizing rice husk waste into husk charcoal products with economic value as a planting medium; (2) increasing income and empowering community groups; and (3) strengthening the capacity of digitizing MSMEs through online marketing assistance. The activity was carried out with a participatory method that prioritized the active involvement of the community. There are two main approaches to program implementation. First, training on the practice of making husk charcoal uses imperfect combustion techniques that are simple and environmentally friendly. Second, assistance in the digitalization of MSMEs which includes training in creating and managing e-commerce accounts (Shopee and Tokopedia), the production of visual and narrative-based promotional content, and digital marketing strategies that are adaptive to consumer trends. The results of the activity show that the community is able to process husk waste into packaged husk charcoal products with the brand "Saji Tani" which has selling value and market potential. In addition, the PKK Women's group showed capacity building in business management and the use of digital platforms to expand marketing access. This program not only succeeds in reducing the environmental impact of agricultural waste, but also encourages the economic independence of village communities through innovations based on local potential. Thus, this activity is a model of integrated community empowerment that combines environmental, economic, and digital technology aspects in a sustainable manner.

This study discusses how the application of media wealth by MTA TV's public relations in delivering da’wah messages through Instagram flyers on @mtatv_official in the period of 2021-2025. The research employed a descriptive qualitative approach with Roland Barthes' semiotic analysis, focusing on denotation, connotation, and myths. The findings reveal that MTA TV has effectively implemented four key elements of media wealth—signal diversity, language variations, personal sources, and regardless—through its use of Instagram flyers. These elements are designed to enhance the communication process, making the messages more engaging and accessible to the audience. The da’wah messages conveyed through the flyers are interpreted by the audience in three primary categories: invitation (76.67%), motivation (16.67%), and solidarity (6.67%). The majority of the audience interprets the messages as invitations to join or engage in religious activities, highlighting the importance of outreach and engagement in MTA TV's approach. The motivational aspect encourages positive actions and attitudes towards religious teachings, while solidarity, though less prevalent, emphasizes the sense of community and support within the Muslim audience. The use of media wealth on social media platforms like Instagram is shown to increase the effectiveness of da’wah messages by making them more visually appealing, interactive, and relatable to a wide audience. This study suggests that employing rich media content, such as Instagram flyers, can play a vital role in enhancing the reach and impact of religious communication. It also underscores the importance of understanding the semiotic elements in shaping how messages are interpreted by different segments of the audience, making it a valuable tool for religious organizations aiming to modernize their communication strategies.

The rapid development of digital technology has had a significant impact on various aspects of human life, including the distribution and consumption of entertainment content. One form of entertainment that has undergone a major transformation is film, where the existence of digital platforms has made access to various film titles increasingly easy, fast, and practical. The presence of official, legal streaming services offers a comfortable viewing experience and supports the sustainability of the film industry. However, on the other hand, this phenomenon has also given rise to a new problem, namely the increasing practice of accessing films through illegal streaming sites that are easily found on the internet. The use of illegal streaming sites certainly has various consequences, both legal, ethical, and economic. From a legal perspective, such actions clearly violate copyright, which should be protected by law. From an economic perspective, this illegal practice is detrimental to many parties, from film producers and distributors to the state, which loses potential revenue. However, the reality on the ground shows that the majority of the public, especially students, still frequently use illegal sites due to considerations of free access, the availability of the latest films, and ease of use. Based on this phenomenon, this study focuses on evaluating the perceptions of students at the Indonesian Computer University (UNIKOM) regarding the legality of using illegal streaming sites. The research was conducted using a descriptive quantitative approach, with primary data obtained through questionnaires distributed to 30 students from various study programs. The results are expected to provide insight into students' level of legal awareness and the factors influencing their choices regarding accessing films through legal and illegal channels. These findings are also expected to provide input for stakeholders in formulating educational and outreach strategies regarding the importance of respecting copyright.

In recent years, Micro, Small, and Medium Enterprises (MSMEs) have increasingly positioned themselves as one of the main pillars of the Indonesian economy, contributing significantly to employment opportunities, income distribution, and economic resilience. In the local context, Cifest Cikarang Selatan represents a dynamic marketplace where various MSMEs operate and directly interact with consumers. An interesting phenomenon emerges during holiday periods, when consumer behavior shows significant changes, especially in terms of purchasing methods and preferences between online and offline channels. This study aims to explore the transformation of consumer behavior, focusing on the comparative analysis of online and offline purchases, and to evaluate its broader implications for the sustainability and competitiveness of MSMEs operating at Cifest. The research adopts a descriptive and analytical approach, using both recent statistical data and supporting literature to provide a comprehensive understanding of the digital era’s influence on shopping patterns. The findings reveal that online purchases continue to grow rapidly due to convenience, wider product access, and promotional offers that attract customers. However, offline purchases remain relevant, particularly for consumers who value direct product inspection, immediate ownership, and social interaction within traditional marketplaces. For MSMEs, this shift presents both challenges and opportunities. Those that rely solely on conventional offline strategies risk losing competitiveness, while those able to integrate digital platforms with traditional sales methods demonstrate greater adaptability and potential for growth. Overall, this study concludes that the sustainability of MSMEs in Cifest Cikarang Selatan depends largely on their ability to embrace digital transformation without neglecting the strengths of offline interactions. By leveraging both channels strategically, MSMEs can not only survive but also thrive in the increasingly competitive market landscape shaped by evolving consumer behavior.

Gunungsari Village, Windusari District, is one of the areas facing quite serious challenges in efforts to develop basic literacy in school-age children. The main problems faced are low interest in reading, limited access to adequate reading materials, and learning methods that are still conventional. These conditions have implications for many children who are not able to read and write fluently despite having received an elementary school education. In response to this situation, the community service team took the initiative to implement a literacy program that uses an interactive learning approach through the development of a literacy park. This program is not only designed to be a learning platform, but also to create a learning atmosphere that is fun, contextual, and involves the active participation of children. Various activities are implemented, including storytelling, the provision of a reading corner, educational games such as math games, vocabulary quizzes, and the provision of simple rewards to maintain high learning motivation. This program activities are carried out periodically with the involvement of the school, the surrounding community, and also the village government, so that its sustainability has the support of various parties. The results of the implementation show a significant increase in children's literacy skills. Not only are they reading more fluently, but they are also better able to comprehend story content and write simple ideas. Furthermore, the children appear more confident in expressing themselves, are more active in every learning activity, and are beginning to demonstrate positive reading habits. A culture of literacy is also slowly growing through the existence of child-friendly and inclusive literacy parks. This proves that a fun, community-based literacy approach is highly relevant in rural areas with limited resources and can be a simple yet impactful means of educational transformation for children's futures.

Koenyaheun is a small business in Bandung that sells food that has been established since 2010. Initial observation results indicate a need for online marketing assistance for this business. During the community service activities, several things were found including more online customers than customers who ordered directly from this business, word of mouth marketing and also the use of social media. Observations and interviews with business owners and employees were conducted to obtain information in this community service activity. Several problems were also found such as logos, product photos, packaging, marketing. Solutions to the problems have been conveyed to the business owner so that it is hoped that this business will gain greater profits and better future prospects. It is recommended to market products on various social media platforms such as Tokopedia, TikTok, Instagram, Facebook, YouTube, Twitter, WhatsApp or cooperation with food delivery service applications such as GrabFood, GoFood, ShopeeFood, so that they can reach a wider range of consumers.

This study aims to analyze the influence of E-Promotion through Instagram, Google Maps Rating, and payment methods on iPhone purchasing decisions at Ibgadgetstore Purwokerto. The background of this study is based on the importance of digital marketing strategies and the ease of payment systems in influencing consumer behavior in the modern era. Along with the development of technology, consumers increasingly rely on social media and digital platforms to search for information before making a purchase. Therefore, companies are required to be able to utilize digital promotional media optimally, provide flexible payment systems, and maintain reputations through online reviews. The research method used is a quantitative approach with a survey technique. Data were collected by distributing questionnaires to consumers who have made transactions at Ibgadgetstore. The number of samples was set at 111 respondents using a non-probability sampling technique. The collected data were then analyzed using multiple linear regression methods using SPSS software, so that an overview of the influence of each independent variable on purchasing decisions was obtained. The results showed that the three independent variables, namely E-Promotion, Google Maps Rating, and payment methods, had a positive and significant effect both partially and simultaneously. E-Promotion through Instagram was proven to increase consumer purchasing interest by presenting interactive, interesting, and informative promotional content. Google Maps ratings strengthen consumer trust in stores through positive reviews and transparent digital ratings. Meanwhile, diverse, secure, and flexible payment methods can encourage consumers to make faster purchasing decisions because they perceive the transaction process as easier. Thus, this study confirms that digital marketing strategies, online reputation, and payment convenience play a significant role in influencing consumer purchasing decisions.

Small and medium-sized enterprises (SMEs) have long been recognized as a vital driver of economic growth, particularly in rural areas where access to large-scale industries is limited. In Dahu Village, the community relies on local products such as melinjo as one of the main sources of livelihood. However, despite the potential of melinjo-based products, business development has been constrained by limited innovation, low product diversification, and weak marketing strategies. These challenges hinder the competitiveness of local SMEs in wider markets, especially in appealing to younger consumers who often prefer modern and innovative products. To address these challenges, the 2025 Student Work Study Program (KKM) conducted by the University of Bina Bangsa implemented a community empowerment project aimed at enhancing the capacity of SMEs in the melinjo sector. The program introduced the development of an innovative product, namely chocolate-flavored keceprek, a melinjo-based snack with a unique taste and higher market value. The initiative not only focused on product innovation but also provided comprehensive support in production techniques, hygienic and attractive packaging, logo and banner design, as well as digital marketing strategies tailored to rural entrepreneurs. The results of the activity highlight that even a relatively simple innovation can significantly increase product appeal, improve branding, and create new market opportunities. Early feedback indicated that chocolate-flavored keceprek products successfully attracted interest from younger consumers, demonstrating the importance of innovation in maintaining the relevance of traditional products. Furthermore, the project functioned as a collaborative platform where students and local communities worked together in applying entrepreneurial concepts to local potential. This synergy not only contributed to improving the competitiveness of SMEs in Dahu Village but also encouraged sustainable economic development in rural areas through innovation, creativity, and digital-based marketing.

Improving child health remains a key priority within the Sustainable Development Goals (SDGs), particularly in efforts to prevent stunting in Indonesia. As information-seeking behavior shifts from conventional to digital platforms, social media has emerged as a significant channel for health education. This study aims to analyze the digital communication strategies employed by health influencers, specifically the Instagram account @mizaafrizal, in educating young mothers on child nutrition. Using a descriptive qualitative approach, data were collected through content observation, in-depth interviews, and literature review. The findings indicate that Dr. Miza applies persuasive communication strategies based on active interaction, the use of relatable and friendly language, and the presentation of information supported by scientific evidence. His credibility as a medical professional, combined with an approachable and educational communication style, enhances message reception among young mothers. These results emphasize the role of health influencers as change agents in raising public awareness and understanding of child nutrition issues, contributing positively to digital-based health promotion efforts in Indonesia.

This research aims to analyze the branding strategy implemented by the Public Relations (PR) division of the Museum of Islamic Indonesia K.H. Hasyim Asy’ari (MINHA) in developing the identity of Indonesian Islam. Using a descriptive qualitative approach, data were obtained through observation, interviews, and documentation. The analysis applies Sicco Van Gelder’s brand strategy theory, which consists of three main dimensions: brand positioning, brand identity, and brand personality. The findings indicate that MINHA’s PR strategically and consistently implements branding through three key aspects: organizing public events, utilizing social media, and incorporating architectural design to reinforce the identity of Indonesian Islam. These strategies have successfully shaped the museum’s image as inclusive, educational, and youth-friendly, presenting a moderate and tolerant face of Indonesian Islam. The role of PR extends beyond promotion to become a driving force in conveying the narrative of Indonesian Islam through adaptive communication approaches. This study recommends optimizing additional digital platforms and developing an official website to further strengthen the museum’s branding on a broader scale.

Small and medium-sized enterprises (SMEs) have long been recognized as a vital driver of economic growth, particularly in rural areas where access to large-scale industries is limited. In Dahu Village, the community relies on local products such as melinjo as one of the main sources of livelihood. However, despite the potential of melinjo-based products, business development has been constrained by limited innovation, low product diversification, and weak marketing strategies. These challenges hinder the competitiveness of local SMEs in wider markets, especially in appealing to younger consumers who often prefer modern and innovative products. To address these challenges, the 2025 Student Work Study Program (KKM) conducted by the University of Bina Bangsa implemented a community empowerment project aimed at enhancing the capacity of SMEs in the melinjo sector. The program introduced the development of an innovative product, namely chocolate-flavored keceprek, a melinjo-based snack with a unique taste and higher market value. The initiative not only focused on product innovation but also provided comprehensive support in production techniques, hygienic and attractive packaging, logo and banner design, as well as digital marketing strategies tailored to rural entrepreneurs. The results of the activity highlight that even a relatively simple innovation can significantly increase product appeal, improve branding, and create new market opportunities. Early feedback indicated that chocolate-flavored keceprek products successfully attracted interest from younger consumers, demonstrating the importance of innovation in maintaining the relevance of traditional products. Furthermore, the project functioned as a collaborative platform where students and local communities worked together in applying entrepreneurial concepts to local potential. This synergy not only contributed to improving the competitiveness of SMEs in Dahu Village but also encouraged sustainable economic development in rural areas through innovation, creativity, and digital-based marketing.

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.