Publication Search

Family businesses are not only viewed as sources of economic profit but also as inheritances carrying historical and cultural values. This study focuses on the life meaning of the fourth-generation heir of Sate In Bur in Lima Puluh Kota Regency in continuing the family business that has existed for several decades. The purpose of this research is to explore the subjective meaning formed through the heir’s experiences in facing the challenges of maintaining a family enterprise. This study employs a qualitative method with a phenomenological approach to deeply understand the reality experienced by the subject. The research subject was selected purposively based on the criterion of being an active heir currently managing the business. Data were collected through in-depth interviews and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings reveal five main themes: facing declining income due to market competition, expanding business reach through innovation and digital promotion, strengthening business continuity as a moral responsibility to the family, preserving culinary heritage and local culture, and improving product quality to maintain customer loyalty. These findings indicate that the heir’s life meaning is not solely oriented toward economic aspects but also encompasses family values, cultural identity, and social responsibility in sustaining the longevity of the family business.

The Korean skincare market in Indonesia experienced rapid growth during the 2020–2023 period, driven by the global K-beauty trend, increasing consumer demand, and the expansion of e-commerce distribution channels. However, the influence of import value and import duty rates on market growth still requires empirical examination. This study aims to quantitatively analyze the impact of imports and import duties on the growth of the Korean skincare market in Indonesia. Secondary data were obtained from Statistics Indonesia, the Directorate General of Customs and Excise, and UN Comtrade, and analyzed using multiple linear regression to test both partial and simultaneous effects of the independent variables on the dependent variable. The results reveal that import value has a positive and significant effect on market growth, while import duties show no significant influence. These findings confirm that imports are the dominant factor driving market expansion. In conclusion, import management strategies are essential for developing the Korean skincare market in Indonesia and provide a basis for businesses and policymakers to design sustainable trade strategies.

The rapid development of digital technology has significantly transformed commercial activities, particularly through the emergence of marketplaces as platforms for online transactions. The vast number of products available in a marketplace often creates difficulties for users in finding items that suit their needs and preferences. To address this challenge, a recommendation system is required to provide personalized and relevant product suggestions. This study discusses the implementation of a product recommendation system in a marketplace using the Collaborative Filtering method. This method works by leveraging information from users’ previous behavior, such as purchase history, ratings, and similarity of preferences with other users, to generate more accurate product recommendations. The Collaborative Filtering approach has proven effective in identifying user preference patterns based on relationships between users as well as between items. This study employs user interaction data such as ratings and shopping activities as the processing foundation. The process involves data collection, preprocessing, calculation of similarity between users or products, and generating recommendation lists. The results indicate that this method enhances the shopping experience by providing relevant product suggestions tailored to user interests, thereby increasing customer satisfaction and potentially improving sales performance in the marketplace. Thus, the application of a Collaborative Filtering-based recommendation system not only simplifies product discovery for users but also offers strategic advantages for marketplace operators in digital business competition

This study aims to determine the influence of local Bugis cultural values specifically Lempu (honesty and integrity), Temmappasilaingeng (impartial justice), and service quality on customer loyalty through satisfaction in laundry businesses in Watampone. A quantitative approach was employed using Partial Least Square Structural Equation Modeling (PLS-SEM) through SmartPLS 4, involving 120 respondents from three major sub-districts in Bone Regency. The results reveal that Lempu culture does not have a significant effect on customer satisfaction (T = 1.498; p = 0.137) or loyalty (T = 0.542; p = 0.589). Similarly, Temmappasilaingeng does not significantly influence satisfaction (T = 0.746; p = 0.457) or loyalty (T = 1.347; p = 0.180). Service quality, however, significantly affects customer satisfaction (T = 4.984; p = 0.000), but does not directly influence loyalty (T = 0.915; p = 0.362). Meanwhile, customer satisfaction significantly impacts loyalty (T = 2.760; p = 0.007). Mediation analysis also shows that customer satisfaction significantly mediates the relationship between service quality and loyalty (T = 2.437; p = 0.016), but not between Lempu (T = 1.318; p = 0.190) or Temmappasilaingeng (T = 0.702; p = 0.484) and loyalty. In conclusion, customer satisfaction is a key factor in building loyalty, and service quality is the dominant factor driving that satisfaction. Although local culture holds essential moral values, its influence on loyalty needs to be realized in the form of tangible service experiences to be directly felt by customers.

This community service program is based on the actual conditions experienced by local coffee businesses that face significant obstacles in increasing their sales turnover due to limited knowledge of digital tools. This activity aims to share a better understanding of the digital world with the coffee business community in Indrokilo Hamlet, so that they can apply digital technology continuously and independently in order to improve marketing and increase sales. The method used to achieve the program's objectives is to provide direct literacy training to members of the Kelompok Wanita Tani (KWT) Manggar Lestari through several intensive sessions conducted sequentially and interactively. The results of the literacy program show that training participants increasingly understand and realize the importance of applying digital technology in their business processes to remain competitive. This activity is expected to be the beginning of further sustainable community empowerment efforts on related topics, so that the coffee business community in Indrokilo can continue to develop, innovate and grow steadily.

The growth of modern technology has brought about numerous changes and new developments. Things that were previously considered unimaginable are now seen as commonplace and intriguing to many people. One example is the internet. Digitization can now be applied to all types of businesses, from the smallest to the largest. The formulation of marketing strategies has become more effective with this digitization. This study aims to examine the digital marketing activities of PT AkzoNobel Car Refinishes Indonesia on the Instagram social media platform. The research is conducted to review the uploaded content, engagement with followers, and their impact on the brand and sales. Data were obtained from direct experience during the internship process at the company. Research has shown that with proper and effective use, Instagram has provided considerable excitement for the company and its managers to utilize.

This study aims to analyze the influence of taste, customer experience, and digital marketing on repurchase intention at Mie Ayam Panggang Demi Apa in Kediri. In the increasingly competitive culinary industry, business owners are required to maintain taste consistency, create memorable customer experiences, and optimally utilize digital platforms in their marketing strategies. These three factors are believed to play an essential role in shaping consumer behavior, particularly in encouraging repeat purchases. The research applied a quantitative survey method involving 90 respondents selected using Slovin’s formula. Respondents were customers who had made at least two purchases within the last month. Data analysis was conducted using SPSS version 26 with several statistical tests, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings indicate that taste, customer experience, and digital marketing each have a positive and significant influence on repurchase intention, both partially and simultaneously. The R² value of 0.447 shows that 44.7% of the variation in repurchase intention is explained by these three variables. Therefore, it is recommended that business owners consistently maintain product quality, enhance customer experience, and optimize digital marketing to build customer loyalty and ensure long-term business sustainability.

Sustainable tourism aims to maximize the potential of travel destinations while maintaining a careful balance between social, economic, and environmental factors, and coastal tourism such as that found at Mutun Beach in Lampung illustrates both the promise and the urgency of this approach. Coastal tourism is one of the fastest-growing segments of the global travel industry, offering visitors natural beauty, recreational activities, and cultural experiences that generate significant income for local economies. In Indonesia, beaches are major attractions that can boost regional development through job creation, small business opportunities, and improved infrastructure. Mutun Beach, a well-known coastal destination on the southern coast of Sumatra, contributes greatly to the Regional Original Income (PAD) of Lampung Province and provides livelihoods for surrounding communities. Yet despite its popularity, the area continues to face persistent problems such as weak administrative management, limited community participation, inadequate facilities, and signs of environmental degradation, all of which threaten its long-term sustainability. This service project therefore focuses on designing a comprehensive plan for sustainable tourism growth at Mutun Beach for the 2025–2030 period. A participatory strategy is employed through Focus Group Discussions (FGD) involving local government, tourism stakeholders, community members, academics, and potential investors to ensure inclusive decision-making. The resulting five-stage roadmap emphasizes strengthening tourism regulations, constructing eco-friendly infrastructure, empowering residents with training and entrepreneurial opportunities, creating tourism products that highlight environmental and cultural values, and adopting digital marketing to reach broader audiences. Success indicators include increased regional revenue, rising visitor numbers, higher tourist satisfaction, and measurable improvements in coastal environmental health. Implementing this roadmap is urgent because coastal tourism directly supports economic growth, provides steady employment, and safeguards natural resources, ensuring that Mutun Beach remains both competitive and environmentally resilient for generations to come.

This study aims to analyze the influence of perceived value on customer loyalty in the coffee shop industry in Jakarta by considering the role of customer satisfaction as a mediating variable. The approach used is quantitative with Partial Least Square (PLS) analysis technique. Perceived value includes dimensions of perceived quality, customer expectations, social value, and emotional value. The results show that all dimensions of perceived value have a significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to have an important role in increasing loyalty, where emotional and social experiences are factors that are no less important than functional aspects. The novelty of this study lies in the integration of emotional and social dimensions in explaining customer loyalty. The practical implication is that coffee shop business actors can develop service strategies that are more focused on creating meaningful customer experiences. Future research is recommended to explore qualitative approaches to understand the dynamics of consumer behavior in the context of urban lifestyles.

Nava Rent Car is a car rental service business located in Batam. Many customers have complained about the difficulty in making reservations and obtaining detailed information about the vehicles and services offered. To address this issue, the author designed a more informative, functional, and appealing User Interface (UI) website to support the marketing of services. This design was developed using the Design Thinking method with SWOT analysis techniques. This approach was chosen because it focuses on the user, helping to deeply understand their needs, desires, and problems. The Design Thinking process consists of five steps: empathizing to understand the user's problems, defining the problem, ideating solutions, prototyping, and testing the design for user feedback. The result is a high-fidelity website prototype that illustrates the user flow and measures how well the design meets user needs and provides an optimal experience. Feasibility testing showed positive responses, especially regarding the interface design, clarity of vehicle information, and available features. It is expected that this design will help Nava Rent Car enhance its marketing strategy and expand its business reach.

This study aims to analyze the effectiveness of online and offline marketing strategies in increasing used car sales at Yuna Mobil Showroom Rantau Prapat. The research background is based on the rapid development of information technology and digitalization, which encourage businesses to combine conventional and digital marketing strategies to reach a wider range of consumers. This research employed a descriptive qualitative method with data collection techniques including observation, in-depth interviews, documentation, and triangulation. The results indicate that online marketing plays a significant role in building brand awareness, expanding market reach, and providing fast and efficient access to information through social media, marketplaces, and instant messaging applications. However, this strategy has not been fully effective in converting consumer interest into actual purchase decisions, as customers still require direct product experience. Conversely, offline marketing is proven to be more effective at the decision-making stage due to direct interaction, test drives, and higher consumer trust in the actual condition of used cars. Therefore, the effectiveness of marketing will be optimized if online and offline strategies are implemented in an integrated and complementary manner. This study provides practical contributions for automotive business players in designing marketing strategies aligned with local consumer characteristics, as well as academic contributions to the development of marketing management studies in the digital era.

The modern retail industry in Indonesia is increasingly competitive, especially in the minimarket sector, which requires every business actor to continuously improve the quality of services and products to maintain consumer loyalty. Indomaret, as one of the main players, has introduced the Indomaret Fresh concept that offers a wider variety of products and a more modern shopping experience. However, despite various innovations, there are still complaints from consumers regarding prices, product diversity, and product quality available. This study aims to analyze the influence of price, product diversity, and product quality on consumer repurchase intentions at Indomaret Fresh in Medan City. The study used a quantitative approach with data collection through questionnaires distributed to 100 respondents, and data analysis was conducted using SPSS to test the partial and simultaneous effects of these variables. The results showed that price and product diversity had a negative and insignificant effect on repurchase intentions, while product quality had a positive and significant effect. Simultaneously, these three variables together had a significant effect on repurchase intentions. These findings emphasize that product quality is a major factor in building consumer loyalty, while aspects of price and product variety need to be adjusted to consumer preferences and expectations for a more effective Indomaret Fresh marketing strategy.

The Ubud Thematic Market is one of the traditional markets that serves as both an economic hub and a tourist destination in Gianyar Regency, Bali Province. This market not only functions as a place for buying and selling transactions but also as a platform for the development of micro-enterprises and the promotion of local culture. However, not all traders have experienced optimal income growth, making it necessary to identify the factors that influence it. This study aims to analyze the effect of accessibility, digitalization, and business location on traders’ income at the Ubud Thematic Market. A quantitative approach was employed, using a survey method through questionnaires distributed to 100 respondents who are active traders at the market. The collected data were analyzed using multiple linear regression analysis to examine the extent to which the independent variables affect traders’ income as the dependent variable. The results show that simultaneously, accessibility, digitalization, and business location have a positive and significant effect on traders’ income at the Ubud Thematic Market. Furthermore, partially, each variable also demonstrates a positive and significant effect on traders’ income. Therefore, market development strategies should not focus solely on one aspect but rather optimize the three factors in an integrated manner to achieve more optimal and sustainable outcomes.

This community service activity was carried out at Laundry A2 Palembang City with the aim of improving the financial literacy of micro business actors through simple financial bookkeeping assistance. Many micro business actors experience difficulties in recording financial transactions systematically, which has an impact on their inability to evaluate the financial condition of the business accurately. Through a participatory approach and direct training at the place of business, this activity focuses on the importance of recording daily income and expenses, as well as the preparation of monthly income statements. The results of the mentoring show that the owners and employees of A2 Laundry are starting to be able to implement a structured daily bookkeeping system. In addition, the increase in understanding of financial management can be seen from the post-test results, which increased by up to 70% compared to the pre-test. A2 Laundry now has a simple income statement that can be used as a basis for business decision-making. The success of this activity shows that a simple bookkeeping model that is tailored to business needs can be implemented effectively by MSME actors. In the future, similar approaches can be replicated in other micro-enterprises to strengthen the financial foundations of local businesses.

This research presents a phenomenological inquiry aimed at deconstructing the conventional marketing paradigm and offering a deeper understanding of alternative practices. It specifically explores the anti-marketing strategy grounded in Islamic values as implemented at Warung Jendil Mbah Yamah, a traditional micro, small, and medium enterprise (MSME) located in Blitar, East Java. Employing a qualitative approach combined with a phenomenological method, the study gathered rich and nuanced data through several techniques, including in-depth interviews with nine carefully selected informants, participatory observation over an extended period, and systematic documentation studies. The thematic data analysis conducted by the researchers revealed that the warung’s anti-marketing strategy rests firmly on three interconnected pillars: (1) a strong reliance on organic word-of-mouth  communication rather than paid advertising, (2) the deliberate creation of an authentic, personal, and inclusive customer experience that builds emotional bonds with visitors, and (3) the consistent integration of Islamic ethical values into every aspect of business operations. These findings provide a meaningful theoretical contribution by synthesizing the concepts of anti-marketing and Islamic entrepreneurship into a new model of “authentic marketing,” where ethical and spiritual values serve as the strategic foundation for long-term sustainability. In practical terms, the results offer guidance for the broader development of MSMEs in Indonesia, showing that authenticity, ethical commitment, and adherence to core values can represent a stronger and more sustainable competitive advantage than conventional promotional strategies.

This research was conducted at the Royal Ambarrukmo Hotel Yogyakarta using a qualitative descriptive approach supported by data collection methods in the form of interviews, observations, documentation, and guest reviews. Data analysis was carried out using the Miles & Huberman model as well as data triangulation to ensure the validity of the findings. Based on variables X (influence of local culture) and variable Y (guest satisfaction), this study aims to find out the extent to which the application of local culture can affect the level of guest satisfaction. The results of the study show that local culture is applied through various aspects, including the use of traditional ornaments in hotel interior design, services that prioritize Javanese cultural ethics, and the presentation of regional culinary specialties. This effort is not only a marketing strategy, but also creates a different and memorable experience for guests. According to the management, local culture is an identity as well as an added value that can significantly increase guest satisfaction. Guests feel like they're getting a unique experience that is not only functional, but also emotional. This emotional attachment affects guest loyalty to return, thus having a positive impact on the sustainability of the hotel business. In conclusion, local culture plays an important role as a differentiating factor that improves the quality of service and strengthens the image of Hotel Royal Ambarrukmo Yogyakarta in the midst of fierce competition in the hospitality industry. Thus, the application of local culture can be used as a sustainable strategy to create a competitive advantage.

The community service activity through KKN 15 UMRAH in Tanjung Uban Selatan Village, Bintan Regency, aims to emphasize the product identity of the KUBE Sejahtera MSME through packaging label design. This MSME previously experienced marketing problems due to simple, unattractive product labels that did not meet BPOM standards, making it difficult for consumers to recognize and compete in the formal market. KUBE Sejahtera consists of ten members offering various types of food products such as banana chips, potato chips, onion cuttings, cookies, and peyek. A participatory approach was implemented so that KUBE members not only received results but also actively participated starting from identifying problems, discussing needs, to designing labels using a simple application. The results of the activity showed an increase in members' understanding of the importance of labels as a marketing strategy, as well as the birth of new label designs that are more attractive, professional, and in accordance with regulations. Various products successfully developed new visual identities with more prominent names and appearances, such as Ketas Potato Chips, MaYure Sejahtera Onion Cuttings, Kerpi'la, and Suka-Suka Peyek. This change has had a positive impact, marked by increased member confidence in selling products and broader opportunities to expand market reach. Overall, this program demonstrates that simple interventions through label design can increase the competitiveness of local products and serve as an effective strategy for empowering MSMEs. It is hoped that this success can be emulated by other business groups to support sustainable community economic growth.

This community service activity was carried out with the primary objective of improving the financial literacy of Micro, Small, and Medium Enterprises (MSMEs) in Pesawaran Regency. Financial literacy is considered a fundamental aspect in maintaining business continuity, as it is directly related to the ability of business actors to manage income, record transactions regularly, develop short-term and long-term financial plans, and utilize digital technology as a supporting tool. Low financial literacy is often an obstacle to the development of MSMEs, so interventions in the form of structured training and mentoring are essential. The activity method includes several stages, namely a pre-test to measure initial conditions, interactive delivery of training materials, direct practice using digital financial applications, and a post-test to disseminate learning outcomes. The evaluation results showed a significant increase in all measured indicators. Basic financial literacy increased by 10.16 points, financial recording skills increased by 14.47 points, the ability to prepare financial plans increased by 12.43 points, while financial digitalization experienced the highest performance with an increase of 18.12 points. These findings confirm that financial literacy training programs not only improve conceptual knowledge but also develop the practical skills essential for MSMEs to face the challenges of the modern economic era. This increased understanding and skills are expected to make Pesawaran MSMEs more independent, adaptable to digital technology developments, and more competitive.

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

This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.