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This research uses a descriptive qualitative method with a case study approach to analyze the influence of soft skills and digital marketing skills on the performance of MSMEs in the creative economy era. Theories used in this research include competency theory and organizational performance theory. This study focuses on understanding how interpersonal abilities (soft skills), such as communication, creativity, and leadership, along with digital skills such as the use of social media, e-commerce, and digital branding, can enhance the competitiveness and productivity of MSMEs. The results show that MSME actors with strong soft skills are able to build strong customer relationships and create added value in their products, while digital skills support operational efficiency and broader market reach. The integration of these two skill sets significantly contributes to the improvement of MSME performance, particularly in terms of sales, customer satisfaction, and business growth. Therefore, the development of soft skills and digital skills is a crucial strategy to support the sustainability of MSMEs amid the increasingly dynamic competition in the creative economy.

This study uses a qualitative method to examine the effectiveness of marketing strategies implemented by Islamic banks in attracting young customers. The background of this research is based on the significant growth of the Islamic banking sector in Indonesia, which has not yet fully optimized the potential of the youth market segment. Data were collected through in-depth interviews with marketing managers and young customers, as well as documentation of the promotional strategies employed. The findings reveal that marketing strategies emphasizing Islamic values, service digitalization, and social media campaigns significantly influence young customers’ interest. However, some challenges were also identified, such as low Islamic financial literacy among the youth and limited product innovation tailored to their needs. This study recommends strengthening Islamic financial education, collaborating with youth communities, and developing technology-based products and services so that Islamic banks can be more competitive in attracting young customers. With a more adaptive and communicative approach, Islamic banks have the potential to become the preferred choice for the younger generation in the future.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

This study aims to determine and analyze the key factors that influence and significantly contribute to online purchasing decisions among consumers in Manado City, North Sulawesi. The research adopts a quantitative approach with factor analysis as the main method of data analysis. Judgmental sampling was employed to select participants who have experience in online shopping. Based on the results, seven dominant factors were identified that affect consumer decisions when making online purchases. These factors include: (a) Consumer Limitations and Access, which refer to time constraints and limited access to physical stores; (b) Desire and Technology, highlighting the role of consumer interest and technological literacy; (c) Product and Price Limitations, involving the lack of product variety and pricing differences; (d) Flexibility, which represents the freedom to shop anytime and anywhere; (e) Efficiency, such as time and cost savings; (f) Convenience, referring to the ease of the purchasing process; and (g) Economy and Social, which include discounts, promotions, and social influences. The study contributes to a better understanding of consumer behavior in digital commerce and provides useful insights for businesses and marketers to improve online customer experiences, particularly in regional markets such as Manado. The findings underscore the multidimensional nature of online shopping behavior in a rapidly growing digital economy.

Risk is an uncertainty that causes losses to the company. So this uncertainty must be managed properly. This study aims to determine the implementation of murabahah financing risk management at BMT Maslahah Kotaanyar Probolinggo. The research method used is qualitative research. Data sources were obtained through interviews, observations and documentation. Based on the results of the analysis, it is known that BMT Maslahah is still experiencing problems with murabahah financing, there are several customers who delay in fulfilling their obligations. Therefore, it is necessary to implement murabahah financing risk management in order to minimize the problems that will occur. BMT Maslahah Kotaanyar Branch has so far been quite effective in implementing murabahah financing risk management. However, BMT Maslahah Kotaanyar Branch must continue to apply the 5C principle in providing credit, in order to avoid the risk of problematic financing in the future.

This study aims to analyze the employee training system at Toko Kue Hanania Food, particularly in improving product packaging skills and customer communication. Using the observation and documentation method, this research identifies that training is conducted through the On-the-Job Training method, where new employees learn directly in the workplace within one to three days. The results indicate that while this method is effective in accelerating employee adaptation, challenges such as lack of training documentation, limited trainers, and minimal evaluation and follow-up remain obstacles. Additionally, the company strives to manage training costs efficiently by utilizing internal resources and innovation in daily operations. To enhance training effectiveness, a more structured system is needed, such as the development of Standard Operating Procedures (SOPs) and providing incentives for employees who demonstrate performance improvements.

This research conducted a systematic literature review of studies related to analyzing service quality based on user reviews with a machine learning approach. A total of 15 international and national journals were analyzed to identify challenges, methods, and trends in research in this aspect. The review results show that Natural Language Processing (NLP) and Sentiment Analysis techniques are the dominant approaches, with machine learning models such as Deep Learning, Naive Bayes, and Support Vector Machine (SVM) being commonly used. The review also identifies research gaps and provides recommendations for future research directions.

In recent years, the beauty industry has gained significant traction and become deeply embedded in public awareness, especially regarding skincare routines involving cosmetic products. Among the notable local cosmetic brands in Indonesia is Emina, which stands out for its youthful concept and lightweight formulations—ideal for entry-level users. This study seeks to explore the mediating role of trust in the relationship between customer experience and repurchase intention for Emina’s products in Denpasar City. Utilizing a non-probability sampling technique, specifically purposive sampling, data were obtained through surveys distributed to 120 qualified respondents. The analysis was conducted using path analysis, complemented by the Sobel test and the Variance Accounted For (VAF) approach. Findings reveal that customer experience significantly and positively affects both trust and repurchase intention. Moreover, trust itself has a significant positive impact on repurchase intention and acts as a mediating variable between customer experience and repurchase intention. Theoretically, this research reinforces prior findings in the field, while practically, it offers strategic insights for Emina’s management to improve consumer experiences and foster trust—ultimately boosting repeat purchase behavior.

Micro, Small, and Medium Enterprises (MSMEs) have a strategic contribution to economic equality and job creation, especially in rural areas. However, limitations in mastering digital technology, especially in marketing, are still a major challenge for MSMEs in Pepelegi Village, Sidoarjo. This community service activity aims to increase the digitalization capacity of MSMEs through training and mentoring in utilizing Google Maps as a promotional media. The method used in this study is Participatory Action Research (PAR), which includes observation, interviews, training, and evaluation. The location of the activity focused on the MSME Warkop Pojok SR in Pepelegi Village, involving the active participation of local business actors. The results of the activity showed an increase in participants' knowledge and skills in creating and managing business profiles on Google Maps. This has a positive impact on business visibility and the potential for increasing income. Digitalization through Google Maps not only makes it easier for consumers to find business locations, but also provides information regarding operating hours, customer reviews, and business contacts. Thus, this activity is expected to be a model for empowering MSMEs based on digital technology that can be replicated in other areas. The sustainability of the program can be strengthened through cross-sector collaboration to support the acceleration of MSME digital transformation.

This study aims to explore the implementation of the Balanced Scorecard (BSC) through the digital system "MyCore" in measuring and improving employee performance at Bank BRI Unit Sokaraja Tengah. Using a descriptive qualitative approach, data were collected through semi-structured interviews with key informants, observations of work practices, and analysis of internal documents (performance reports, SOPs). Data analysis was carried out through data reduction, data presentation, and drawing conclusions with verification through source triangulation. The research findings indicate that the "MyCore" system integrates four BSC perspectives (finance, customer, internal business process, learning & growth) with specific performance indicators that affect incentives and career development. The financial and customer perspectives appear to have a strong emphasis, reflected in the direct impact on incentives and bonuses. The implementation of internal business processes is supported by standardization through MyCore and technology adoption. The importance of the learning and growth perspective is realized through regular training programs and bootcamp interventions for low-performing employees, which have proven effective in improving subsequent evaluation scores. In general, the implementation of the BSC via MyCore creates a structured, transparent, and adaptive assessment mechanism, encouraging productivity and professionalism. The implications of this study emphasize the importance of a transparent performance evaluation system that has a direct impact on career development and incentives, while also demonstrating the effectiveness of structured interventions in improving employee performance at the micro banking unit level.

This article discusses the concept of competitive advantage and its application in SMEs, with a case study on Ash Scarf, an SME in the hijab fashion industry. This study analyzes how Ash Scarf builds competitive advantage through differentiation and digitalization strategies. By referring to theories from Michael Porter and other experts, this research evaluates how Ash Scarf utilizes product uniqueness, customer service, and digital technology to compete in a competitive market. The research findings indicate that product differentiation and the effective use of digital platforms enable Ash Scarf to achieve a strong position in the market. This study also identifies the challenges SMEs face in implementing these strategies and provides recommendations for future development.

Service quality is an important aspect in a service company. In addition to providing high-quality services that result in customer satisfaction, companies also need to give customers a memorable experience when using the service. The success of a business depends on how the company is able to satisfy and delight customers. Therefore, these two variables are one of the determining factors in how customer satisfaction can be achieved. This study aims to examine the effect of Information Service Quality and Customer Experience on Customer Satisfaction at Yogyakarta International Airport both partially and simultaneously. The research design used is quantitative research using statistical data analysis  based on numbers obtained from questionnaires which are then processed using SPSS software. The sample in this study were 99 customers at Yogyakarta International Airport using purposive sampling technique. From the results of the respondents' answers that have been collected, data analysis techniques are carried out including instrument tests, classical assumption tests, multiple linear regression analysis, hypothesis testing and determination coefficient tests. The research results obtained show that there is an effect of Information Service Quality (X1) on Customer Satisfaction (Y) as evidenced by a significance value of 0.017 < 0.05 and T count 2.422 > T table 1.98498. In addition, there is an effect of Customer Experience (X2) on Customer Satisfaction (Y) as indicated by a significance value of 0.000 < 0.05 and T count 6.833 > T table 1.98498. As for the simultaneous Information Service Quality (X1) and Customer Experience (X2), it shows a significant positive effect on Customer Satisfaction (Y) as evidenced by the significance value of 0.000 <0.05 and F count 95.470> F table 3.091. The results of the determination coefficient test show that Information Service Quality (X1) and Customer Experience (X2) contribute to Customer Satisfaction (Y) by 66.5% and the remaining 33.5% is influenced by other variables. It can be concluded that all H₀ is rejected and Hₐ is accepted in the three hypotheses in this study.

This study examines PERHUMAS's strategies in managing its reputation as a leading organization in public relations, amidst the dynamics brought by the emergence of the IPRA and PR Indonesia. Using a descriptive qualitative approach, the research relies on in-depth interviews and observations involving relevant informants. In the identification and planning phase, PERHUMAS utilizes social media, media monitoring, and media listening while collaborating with other parties. Their strategies are based on the organization's vision, mission, values, and code of ethics. Daily activities include routine monitoring, while long-term efforts position PERHUMAS as a benchmark for public relations practices and an educator for PR professionals. The action and communication phase involves programs such as national and international forums, accreditation, competency development, and positive image-building campaigns. PERHUMAS prioritizes transparent, structured, and sustainable communication. In the evaluation phase, the focus is on impact and feedback using the AMEC Integrated Evaluation Framework and Customer Satisfaction Index surveys. These results assist in measuring success and refining reputation management strategies.

This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.

This research explores the impact of consumer satisfaction on brand building within the rural health industry in Sichuan, focusing specifically on the elderly population in the context of the silver economy. It identifies key factors influencing consumer satisfaction, including quality of service, customer support, and community engagement. The study highlights how high-quality healthcare tailored to the needs of older adults fosters trust and loyalty, while adequate customer support enhances the overall experience by addressing specific concerns. Furthermore, community engagement creates a sense of belonging, increasing health service satisfaction. The findings suggest that healthcare providers can strengthen their brand by prioritizing these elements, leading to better health outcomes and increased consumer loyalty among 375 local Sichuan senior citizens

This study aims to determine the influence of brand image and customer reviews on the purchasing decision of Gambir tea, with price as an intervening variable at UD. Sondel in Pakpak Bharat Regency. This research is quantitative with the population consisting of residents of Pakpak Bharat Regency. The sampling technique used is purposive sampling, with a total of 100 respondents. The data were processed using SPSS version 26, with analysis methods including classical assumption testing, path analysis, Sobel test, and hypothesis testing. The results of the study indicate that: (1) brand image has a direct significant effect on price, (2) customer reviews have a direct significant effect on price, (3) brand image has a direct significant effect on purchasing decisions, (4) customer reviews have a direct significant effect on purchasing decisions, (5) price has a direct significant effect on purchasing decisions, (6) brand image has an indirect significant effect on purchasing decisions through price, and (7) customer reviews have an indirect significant effect on purchasing decisions through price.

This study aims to determine the influence of innovation and service quality on customer satisfaction with brand image as an intervening variable among Gojek users in the city of Langsa. This research is quantitative in nature, with the population being Gojek users in Langsa. The sampling technique used is purposive sampling, with a total of 100 respondents. The data were processed using SPSS for Windows version 25, and the analysis methods employed include classical assumption tests, path analysis, Sobel test, and hypothesis testing. The research findings indicate that: (1) innovation has no significant effect on customer satisfaction, (2) service quality has a significant effect on customer satisfaction, (3) innovation has a significant effect on brand image, (4) service quality has a significant effect on brand image, (5) brand image mediates the effect of innovation on customer satisfaction, (6) brand image mediates the effect of service quality on customer satisfaction, and (7) brand image has a significant effect on customer satisfaction.

This research analyzes user sentiment reviews of the KAI Access application from Google Play Store to improve customer service at PT Kereta Api Indonesia. The study uses a Natural Language Processing (NLP) approach with the Latent Dirichlet Allocation (LDA) algorithm to extract main topics from 10,000 reviews collected from April 2024 to April 2025. Analysis results show 40.7% positive sentiment reviews and 49.3% negative. After data preprocessing through case folding, normalization, tokenization, stopword removal, and stemming, seven optimum topics were found from negative sentiment with a coherence score of 0.508343 and two optimum topics from positive sentiment with a coherence score of 0.511673. Analysis based on five service quality dimensions (tangibles, reliability, responsiveness, assurance, and empathy) reveals that the reliability dimension becomes the main issue, including system instability, transaction failures, login difficulties, and data inaccuracy. The responsiveness dimension is the second priority, with users expecting fast and responsive service to complaints. The results of this study provide recommendations for PT KAI to prioritize improvements in system reliability and responsiveness aspects to enhance the overall user experience, which will ultimately impact customer satisfaction and loyalty.    

This study aims to determine the SWOT analysis in increasing competitiveness at PT. Matahari Department Store Kediri. The problem in this study is "does SWOT Analysis play a role in increasing competitiveness at PT. Matahari Department Store Kediri. The research method used is the descriptive analysis research method, SWOT Matrix, External Factor Evaluation Matrix (EFE Matrix), Internal Factor Evaluation Matrix (IFE Matrix). The results of the study indicate that when PT. Matahari Department Store Kediri The competitive strategy implemented by PT. Matahari Department Store Kediri only provides quality products at affordable prices but also considers maximum product sales through social media, and maintains the company's image in the eyes of consumers so as to increase customer loyalty and the weighted value of the Internal Factor Evaluation Matrix (IFE Matrix) is 2.85 which indicates that the position of PT. Matahari Department Store Kediri has a very strong internal position. While the weighted value of the External Factor Evaluation Matrix (EFE Matrix) is 3.02 which indicates that PT. Matahari Departement Store Kediri in facing the dynamics of the external environment the company's position is relatively strong.

The advancement of the digital era has provided a significant platform for shopping. In this context, factors such as live streaming, content marketing, and customer trust play a crucial role in influencing consumers’ purchasing decisions on TikTok social commerce. This study aims to examine the impact of live streaming, content marketing, and customer trust on the purchasing decisions of Generation Z users of TikTok’s social commerce at the Faculty of Economics and Business, University of Lampung. With the rapid growth of social media-based e- commerce, these factors have become critical in determining consumer purchasing decisions. Data was collected through a questionnaire designed using Google Forms and distributed to 115 respondents using a non-probability sampling method and purposive sampling technique. Data analysis was performed using SPSS version 26. The analytical methods used included multiple linear regression and hypothesis testing through t-tests and F-tests. The results of the study show that all three independent variables, namely live streaming, content marketing, and customer trust, have a positive and significant impact on purchasing decisions. These findings suggest that marketing strategies based on live streaming, engaging content, and efforts to build consumer trust can enhance purchasing decisions in social commerce.