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In advertising, females are frequently positioned as the center of attention to establish product image through culturally recognized signs and symbols. Advertisements transcend their promotional function, acting as media that both reflect and influence societal perceptions, including gender roles within daily life. This is exemplified in the Vicks VapoRub advertisement titled "Mother's Amazing Hands," which portrays women as mothers perpetually prepared to care for their families. This study investigates the representation of the mother's role within the aforementioned advertisement using Roland Barthes' semiotic theory. The research aims to twofold: 1) identify the denotative, connotative, and mythical meanings embedded within the Vicks VapoRub "Mother's Amazing Hands" ad; and 2) analyze the portrayal of the mother figure through the lens of Barthes' semiotic framework. The research employed a qualitative descriptive approach, utilizing Barthes' semiotic analysis method alongside concepts of social construction of reality, cinematography techniques, and the societal role of mothers. Through the analysis of verbal, non-verbal, audio, and visual elements within the advertisement, the study revealed the multifaceted representation of the mother's role. This includes functions of caregiving, nurturing, and treatment of family members, ultimately portraying the tangible actions a mother takes in providing for her family.

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

This study discusses the digital marketing strategy implemented by Daintys Handmade, a local brand engaged in handicrafts (handmade) such as bags and accessories. The purpose of this study is to analyze the digital marketing strategy implemented by Daintys Handmade in its sales. This study uses qualitative descriptive research and interviews with the owner of Daintys Handmade. The results of the discussion show that a well-planned digital marketing strategy can increase sales volume and strengthen the position of local brands in the market. The digital marketing strategy implemented by Daintys Handmade, such as utilizing various marketplaces (Instagram, Shopee, Tiktok, Whatsapp Business), promotions through discounts, giveaways, endorsements, and digital advertising have proven effective in increasing sales volume.

The decreasing number of visits is a problem for hospitals. Word of mouth (WOM) advertising plays an important role in business development in the health sector. This study aims to analyze the effect of price perception and patient experience on word of mouth with integrity as an intervening variable in patients at Lanud Manuhua Biak Hospital. The study used a quantitative causality design that analyzed the causal influence along with descriptive analysis using the threebox method. Respondents consisted of 200 hospital patients. The sampling method used purposive sampling. The data analysis method used PLS SEM. The results of the study found that there was a simultaneous effect of price perception and patient experience on word of mouth through integrity mediation. Price perception has a positive effect on word of mouth. Patient experience has a positive effect on word of mouth. Price perception has a positive effect on integrity. Patient experience has a positive effect on integrity. Integrity has a positive effect on word of mouth. Hospitals are expected to improve the quality of services provided in accordance with the prices that have been set, such as adding chairs, providing information about doctors' delays, simplifying the bureaucratic service process, training doctors to be more willing to listen to patients and sincerely serve their patients, shortening waiting hours, adding facilities in the waiting room.

Adolescent obesity is an increasingly global public health concern, including in Indonesia. Fast food consumption characterized by high calories, fat, sugar, and sodium with low essential nutrients has been identified as a major contributing factor. This study aimed to analyze the association between fast food consumption and obesity in adolescents and evaluate other influencing factors such as socioeconomic status, physical activity, and psychological aspects. This descriptive analytical literature review used secondary data sourced from journals, books, and research reports, obtained through PubMed, Google Scholar, and ScienceDirect, with strict inclusion and exclusion criteria. Findings indicate a significant relationship between fast food consumption and increased obesity risk among adolescents. Socio-cultural influences, including advertising and accessibility, also shape dietary habits. Implications suggest the need for stricter fast food advertising regulations, improved nutrition education, and policies limiting fast food availability around adolescents. Routine fast food consumption has been proven to elevate obesity risk, underscoring the urgency of promoting healthy lifestyles and reducing fast food accessibility as preventive strategies.

This study examines the transformation of advertising campaigns in the digital era and how social media has an impact on the meaning of consumers' social reality. Through a comprehensive literature review and case analysis, the study identified the mechanisms by which personalized advertising content on social media platforms alters the perception of an individual's social reality. The results showed that the targeting algorithm and filter bubble created a polarized space of information, resulting in a distorted representation of reality. This study contributes to an understanding of how digital advertising strategies affect the social construction of reality and proposes an ethical framework for advertising practitioners in the age of social media.

Blessing Store is a business engaged in the sale of clothes, shoes and hoodies located in Rawalumbu District, Bekasi City, West Java. Blessing.Store offers various types of clothes, shoes and hoodies. So far, Blessing Store product marketing has been through Instagram social media. Basically, the use of this media has been able to increase marketing and sales. However, there is another problem in the use of this media, namely the form of product promotion through advertising must incur quite a large cost because the advertising display rates are expensive to reach more consumers. Therefore, in this Scientific Writing, a Blessing Store website was created using PHP and MySQL. The stages of creating this website include designing the website appearance, creating a database using MySQL, creating program codes using PHP programming, creating a website appearance using the Bootstrap framework, and testing. Based on the results of testing the Blessing Store website using the Blackbox Testing method, device, browser, all page functions contained in this website have been successful according to their functions, so it can be concluded that the creation of the Blessing Store website has run according to what is expected and there are no obstacles. This website is expected by consumers to get information about products, locations, how to order, payments, and so on in more detail and complete. In addition, this website can facilitate Blessing Store managers in managing transactions, organizing incoming orders, and increasing marketing activities. The Blessing Store website can be accessed via the url address http://blessingstore.my.id/.

This study investigates the impact of knowledge management and creativity on employee performance within the creative industry sector in Bandar Lampung. Employing a quantitative methodology, data were gathered through the distribution of structured questionnaires. The research sample comprised 140 employees representing various subsectors of the creative industry, including application development, architecture, interior design, visual communication design, product design, fashion, film, photography, handicrafts, culinary arts, music, publishing, advertising, performing arts, fine arts, television, and radio. To examine the relationships between the independent variables and the dependent variable, multiple linear regression analysis was utilized. The findings indicate that both knowledge management and creativity exert a positive and statistically significant effect on employee performance. This implies that enhanced knowledge management practices and elevated levels of employee creativity contribute to improved work outcomes. Consequently, organizations are encouraged to enhance their knowledge management frameworks and cultivate a creative work environment to boost employee productivity and support the achievement of organizational objectives.

The development of information technology in this modern era means that people increasingly need things in life, especially with the increasing prevalence of mobile phone technology and other smart phones which are widely distributed in society. This technology makes everything more efficient and easier. Protection of children's data on social media, especially on the social media platform TikTok, is an issue that is increasingly occurring in the digital modernization realm. With the rapid growth of children's users who are increasingly connected to various online platforms, although TikTok provides space for expression and creativity, on the one hand, TikTok also presents various risks related to the collection and misuse of children's personal data. The data collected on this platform, which will include information such as location, content data preferences, and social interactions, will ultimately be used for advertising purposes and can even be misused by irresponsible parties spread across the Tiktok platform. This article aims to explore aspects of protecting children's personal data on TikTok, as well as including the policies implemented by TikTok and the government.

The rapid advancement of digitalization has transformed marketing communication, driving significant changes that directly affect company stability. To maintain and increase sales, businesses must adopt effective marketing strategies that boost consumer purchasing intentions. PT. Nutrifood Indonesia, a leading food and beverage company, has successfully sustained high sales for its product Nutrisari, achieving first place in the Top Brand Index for powdered fruit juice drinks in Indonesia with a 55.60% sales index in 2024. This success is closely linked to the company’s use of integrated marketing communication tools to compete in a dynamic market. This study aims to analyze the influence of advertising, activities & experiences, and social media marketing on consumers’ purchase intention of Nutrisari products in Lampung Province. Employing a quantitative research approach, data were collected through questionnaires distributed to 150 respondents residing in Lampung Province who expressed purchase intention toward Nutrisari. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The findings indicate that advertising, activities & experiences, and social media marketing each have a positive and significant impact on consumers’ purchase intention. These results underscore the importance of integrated marketing communication strategies in enhancing consumer engagement and driving purchase intention in competitive markets

This research discusses the role of television advertising as a medium for conveying cultural and ethical values ​​in consumer society. Through a semiotic analysis approach, this study highlights how messages in advertising implicitly and explicitly encourage consumption patterns and construct a social reality that associates happiness and success with material possessions. In addition, branding strategies in advertising are proven to play an important role in shaping consumer identity through the emotional associations built between products and lifestyle. However, advertising practices often ignore ethical principles such as honesty, fairness and social responsibility, especially towards vulnerable groups. The results of this research emphasize the importance of integrating ethical values ​​in the advertising creative process and increasing public media literacy in order to create a healthier and more sustainable communication environment.

The development of artificial intelligence (AI) has significantly changed the digital advertising landscape. However, consumer trust in the use of AI in digital advertising is a crucial issue to understand. This study aims to analyze the influence of perceived intelligence, transparency, and personalization of AI-based advertising on consumer trust levels. Using a quantitative approach through a survey of 500 respondents who are active social media users in Indonesia, the data were analyzed using Structural Equation Modeling (SEM). The results of the study indicate that perceived intelligence and transparency have a significant positive influence on consumer trust, while personalization has a moderate influence. These findings provide theoretical contributions to the digital marketing literature and provide practical guidance for marketers in designing AI-based advertising strategies that are trusted by consumers.

This research was an action research or a research using action research method. Data of the research was collected through observations, interview, questionnaire and documentation. The selected units of analysis were 1 business owner, 2 marketing experts, 2 computer experts and 30 consumers. EPIC Model was used as a calculation tool for design effectiveness and buying interest in this research. The results of the research showed that the video advertising that has been made was included in the very effective category. That was proved from the results of the EPIC rate calculation for the effectiveness of the video advertising design that has been made was 4,7 and the value of buying interest from the video advertising that has been made was 4,43. From that results of the research, it can be concluded that the video advertising is effective as a promotional media and able to attract consumer’s buying interest. For Kedai Kopi Kembang Malang, it is recommended to make more video contents regularly so consumers will be more interested and add other social media as promotional media such as TikTok and the others.

The development of digital technology has encouraged companies to utilize digital marketing to increase competitiveness and sales. This research analyzes digital marketing strategies through the social media platforms Instagram and TikTok at PT. Akasa Kreasi Bersama. Both platforms have the advantage of reaching a wider audience and increasing interaction with consumers through visual content and short videos. The research method used is descriptive qualitative with data collection techniques through interviews, observation and document study. The research results show that Instagram is effective in building a brand image through its Stories, Reels and IGTV features, while TikTok excels in spreading content virally thanks to its interaction-based algorithm. The use of paid advertising and collaboration with influencers also contributes to increasing sales conversions. However, the main challenges in implementing this strategy are dynamic changes in social media algorithms and the need to create content that is innovative and relevant to trends. Therefore, companies need to carry out regular evaluations and strategy adjustments to remain competitive in digital marketing.

Word-of-Mouth (WOM) communication plays a vital role in shaping the perception of tourism destinations and significantly influences tourists' decision-making processes. This is particularly true for Generation Z, a demographic cohort characterized by their high digital literacy, constant connectivity, and strong preference for authentic and unique experiences. Generation Z travelers tend to rely heavily on WOM, both traditional and digital (e-WOM), when selecting travel destinations, as they value peer recommendations over conventional advertising. One of the destinations that has gained popularity among this generation is Pantai Indah Kapuk (PIK), a rapidly developing coastal area known for its vibrant atmosphere, modern attractions, and aesthetic appeal suitable for social media sharing.This study aims to examine the impact of WOM communication on the satisfaction and overall tourism experience of Generation Z visitors at PIK. The research adopts a quantitative approach using survey methods to collect data from Generation Z tourists who have visited PIK. Variables measured include the source and credibility of WOM, the influence of WOM on decision-making, perceived value, satisfaction, and the quality of the tourism experience.The findings are expected to provide insights into how WOM shapes tourist behavior, enhances destination satisfaction, and contributes to memorable tourism experiences among Generation Z. Furthermore, the study aims to offer recommendations for destination marketers and tourism stakeholders to effectively leverage WOM as a strategic tool in promoting destinations and engaging young travelers in meaningful ways.

The development of e-commerce has transformed companies’ marketing communication strategies, including CV. Rintis Usaha Bersama, which operates in the sales of medical and industrial gas cylinders. Increasing competition has driven the company to optimize its digital communication strategies to enhance sales and maintain its market competitiveness. An effective marketing communication strategy is essential in attracting customers and fostering their loyalty. Therefore, this study aims to analyze the marketing communication strategies of CV. Rintis Usaha Bersama through e-commerce and evaluate their effectiveness in boosting product sales.  This research employs a qualitative method with an in-depth interview approach involving the company’s management. The analysis is conducted using the SOSTAC model, which includes situation, objectives, strategy, tactics, action, and control in digital marketing strategies. The findings indicate that CV. Rintis Usaha Bersama implements the 4P marketing communication mix (product, price, place, promotion) through e-commerce platforms such as Shopee and Tokopedia. The strategies adopted include clear product information dissemination, transparent pricing, promotional discounts, paid advertising, and flash sale campaigns. However, the main challenges faced by the company include intense price competition and an increasing number of competitors in the e-commerce sector. To improve the effectiveness of marketing communication strategies, the company is advised to develop educational content about its products, enhance customer engagement through responsive services, and collaborate with influencers or affiliate marketers to expand its audience reach. Regular evaluations are also necessary to ensure the strategies remain relevant to the dynamic market trends. 

The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive impact. These findings highlight the importance of marketing strategies that incorporate social media endorsers and viral marketing in influencing consumer purchase decisions. This research provides valuable insights for marketers in designing effective campaigns for fashion products on e-commerce platforms.

Social networks seem to strengthen the position of the internet as a new communication medium, where distances seem to no longer be visible, information and messages can be conveyed globally in a short time. Various companies are trying to use social media marketing to develop their business, one of which is the Official Enormous Tutoring. The aim of this research is to analyze the Social Media Marketing Strategy in Forming Brand Awareness of Enormous Official Tutoring. The theory used is Quesenberry's social media strategy, namely analyzing business objectives, target audience, social analysis; big ideas and storytelling on social media and inspirational stories; Integration of social media with marketing, advertising and public relations. The approach used is qualitative with descriptive methods. Informant selection techniques were purposive and data collection techniques were interviews and literature studies. Data analysis techniques with Miles and Huberman are data reduction, data presentation, data verification and description. The findings or results of this research are that the ENS social media marketing strategy uses 3 elements, namely, firstly laying the basic framework for conversation, secondly making improvements and starting conversations, thirdly integrating marketing, advertising and public relations with social media. However, the third element is not integrated with public relations.

spam is posting unsolicited messages or advertising on social media, particularly Twitter. These messages are normally designed to sell specific products and services or links. In this research, we developed a fuzzy control system to detect Arabic spam tweets based on deep learning with a large language model. Initially, we performed text cleaning and further transformed text into vectors with the help of AraGpt and AraBert. Subsequently, we employed a multi-layer perceptron network model in feature extraction of essential features. Finally, we adopted the fuzzy logic control system for classifying spam tweets using features filtered from deep networks. Employing the proposed Fuzzy logic control system provided nearly a 100% comparative to only utilizing the deep neural networks, which yielded an almost 99% throughput for both large language models Aragpt and Arabert, with a 100% F1 score for the Aragpt model and 99% for Arabert model respectively.

The Community Service Program titled “Digital-Based Entrepreneurship Empowerment Socialization to Improve the Economic Welfare of the Community in RW 008, RW 017, and RW 018, Benda Baru Housing Complex, Pamulang – South Tangerang” aims to enhance digital literacy and technology-based entrepreneurial skills among local communities, particularly Micro, Small, and Medium Enterprises (MSMEs). This program includes socialization, training, and practical mentoring related to the utilization of social media, e-commerce, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), and digital advertising strategies as tools for business development. The method employed is participatory, actively involving the community in every stage of the program. The results indicate an improvement in community understanding of digital technology and their ability to leverage digital platforms to support their businesses. This program has also successfully created a sustainable digital entrepreneurship ecosystem, which is expected to enhance the economic welfare of the targeted communities. Given its success, this initiative is anticipated to serve as a model for digital-based community empowerment that can be implemented in other regions.