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This study aims to analyze the effect of price and product quality on purchasing decisions of Gudang Garam Signature Kretek cigarettes in the premium machine-made kretek segment. The Indonesian tobacco industry continues to face sustained regulatory pressure through excise tax increases and intensifying brand competition, prompting consumers to reassess purchasing decisions using both rational evaluation and experiential judgment. A quantitative correlational approach was employed in this study. Primary data were collected through structured Likert-scale questionnaires distributed to 100 active consumers of Gudang Garam Signature Kretek selected using purposive sampling techniques. Data analysis was conducted through validity testing, reliability testing, and multiple linear regression analysis using SPSS software. The results indicate that price and product quality have a positive and significant influence on purchasing decisions, both partially and simultaneously. Product quality emerged as the most dominant factor, suggesting that premium cigarette consumers prioritize consistent quality, taste, aroma, and overall consumption experience as the primary basis for decision-making. Meanwhile, price remains an important rational reference for assessing the fairness between perceived benefits and financial sacrifice. Simultaneously, both variables explain 50 percent of the variation in purchasing decisions, while the remaining variance is influenced by other factors outside the research model. These findings highlight that purchasing decisions in the premium cigarette market are shaped by a value-based assessment, where sustained product quality and adaptive pricing strategies play a critical role in maintaining consumer loyalty amid regulatory pressure and evolving market dynamics

The State Logistics Agency (Bulog) plays a strategic role in maintaining national food security by stabilizing the prices and availability of staple food commodities. Amidst increasingly fierce market competition and changing consumer behavior, the Maumere branch of Bulog faces challenges in increasing commercial commodity sales without neglecting its public function. This study aims to analyze the marketing strategy implemented by Bulog Maumere to increase food commodity sales, as well as identify obstacles and improvement efforts. Using a descriptive qualitative approach through observation, interviews, and documentation, the findings indicate that Bulog Maumere's marketing strategy integrates the 4Ps of the marketing mix—product, price, place, and promotion—through expanded distribution channels (RPK, traditional markets, government agencies), market operations (SPHP, the Affordable Food Movement), and collaboration with local partners. This strategy is effective in increasing sales volume and accelerating stock turnover, although it remains hampered by reliance on government assignments, lengthy bureaucratic procedures, and distribution delays. Key recommendations include strengthening commercial sales, optimizing digital marketing, and improving operational efficiency. The results of this study provide a practical contribution to the development of marketing strategies for public food institutions in the archipelago.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in driving local economic development, particularly in rural areas that rely on the utilization of local natural resources. However, many MSMEs still face challenges in marketing aspects, especially limited use of digital technology, weak branding, and unattractive product packaging. This community service activity aims to strengthen the marketing strategy of the “Nek Surati” cassava chips MSME located in Dolok Village, Nagori Boluk, Bosar Maligas District, Simalungun Regency. The methods employed include field observations, interviews with MSME actors, descriptive analysis of existing problems, and practice-based (hands-on) assistance through digital marketing training, improvement of packaging design, and strengthening of product branding. The results indicate an increase in the digital readiness of the MSME actor, as evidenced by the adoption of WhatsApp Business, the creation of digital product catalogs, and the utilization of social media as a promotional tool. In addition, improvements in packaging design and brand identity enhanced the visual appeal and product image in the eyes of consumers. This assistance activity had a positive impact on improving the marketing capacity of the MSME and opened opportunities for expanding market reach. With continuous assistance, the “Nek Surati” cassava chips MSME has the potential to increase its competitiveness and contribute more significantly to the local economy.

The rapid development of digital technology requires communities to possess basic digital marketing literacy and skills in order to adapt to technology-based communication and marketing patterns. The main problem faced by the target participants in this Community Service Program was the low level of understanding and basic skills in utilizing digital media, particularly YouTube and TikTok, for promotion and information dissemination. This program aimed to enhance the capacity of beginners through an applied and contextual basic digital marketing training. The method employed an educative and participatory approach through interactive lectures, discussions, and hands-on content creation practices. The results indicate an improvement in participants’ understanding of digital marketing concepts, their ability to use social media functionally, and their initial readiness to produce simple digital content. These findings confirm that a beginner-oriented training model is effective as a community empowerment instrument in the digital era. This program contributes to strengthening digital literacy and has the potential to be replicated in other communities with similar characteristics.

This community service activity aims to improve the capacity and strengthen the digital literacy of Micro, Small, and Medium Enterprises (MSMEs) in Klambir Lima Kebun Village, Hamparan Perak District, in utilizing digital technology as a means of marketing their products. The main problems faced by MSME players in this village are a low understanding of digital marketing strategies, limited effective use of social media, and a lack of ability to manage digital content that is attractive and suitable for the target market. Through this community service activity, participants were equipped with basic knowledge and digital literacy, digital marketing strategies, the use of e-commerce platforms, and techniques for creating photo and video-based promotional content. The implementation methods included socialization, practical training, and mentoring for community service participants. The results of the activity showed an increase in the understanding and skills of MSME actors in managing digital business accounts and utilizing social media such as Instagram, Facebook, and WhatsApp Business as effective marketing tools. With this activity, it is hoped that MSME actors in Klambir Lima Kebun Village will be able to expand their market reach, increase sales, and adapt to the development of the digital economy in a sustainable manner.

This study aims to describe the implementation of school promotion at SDI Technopreneur An Nadwah as an effort to increase the interest of prospective new students. The research employs a descriptive qualitative method with data collection techniques including observation, informal interviews, and document analysis. The results show that the basic concept of SDI Technopreneur An Nadwah is based on the national curriculum integrated with technopreneurship programs, tahfiz, and the cultivation of Islamic character habits. The promotional strategies used include publication through social media, school branding programs, collaboration with PAUD/TK institutions, open house activities, and the distribution of printed media. Promotional implementation is carried out in a structured manner through the creation of digital content, the organization of public events, and the provision of digital-based PPDB (new student admission) information services. The obstacles encountered include limited promotional human resources, content consistency, and competition among schools; however, these can be addressed through the formation of a dedicated promotion team, strengthening the school’s flagship content, and optimizing digital media. This study concludes that effective school promotion can enhance institutional visibility and attract the interest of prospective new students more optimally.

This community service activity was carried out to enhance the managerial capacity and digital competence of Micro, Small, and Medium Enterprises (MSMEs) in Sunggu Manai Village, Patalassang District, Gowa Regency. In the digital economy era, MSME actors must adapt to technological changes and manage their businesses professionally to remain competitive. The activity employed a participatory and applicative approach involving training in business management, digital marketing, and application-based financial recording. The results showed a significant increase in participants’ knowledge and skills, particularly in business planning, financial management, and the use of social media and online marketplaces for product promotion. About 80% of participants successfully created digital business accounts and started marketing their products online. The program also fostered awareness of the importance of digital transformation and collaboration among MSME actors. Therefore, integrating managerial capacity building with business digitalization proved effective in enhancing the competitiveness and sustainability of MSMEs in rural areas.

The digital era continues to evolve and bring innovation and change to various industries. Through digital transformation and strategies needed to overcome obstacles in the digital era, organizations can adapt and change. To achieve their goals, MSMEs must implement efficient marketing techniques in their operations. This community service method uses the PAR (Participatory Action Research) technique. This is in line with the conditions of the partner, Dwikora Village, which has human resources that are well known to both village officials and residents. The results found that due to a lack of understanding of digital marketing communication management procedures, they were unfamiliar with digital marketing techniques, different social media platforms, or how to measure their effectiveness. The Community Service Team conveyed their understanding of the importance of digital marketing communication in improving the knowledge and skills of residents as an effort to improve their marketing communication skills. This was because many residents, especially mothers, did not understand how to use digital marketing to promote their MSMEs. The team formed a content creation team or digital marketing communication managers, socialized the value of digital marketing communication to the sub-district residents in improving their knowledge and skills, and implemented a digital marketing communication message management strategy on Instagram. After these activities, partners can create interesting and relevant content that suits the interests of the target audience in Dwikora Village, namely its residents.

Abstract. The rapid growth of social media has significantly changed communication patterns, self-expression, and employment opportunities, especially among younger generations. However, among vocational high school students, social media use is still largely focused on entertainment and has not been optimally utilized for skill development, personal branding, or economically productive activities. Addressing this issue, a community service program was conducted to enhance the knowledge, understanding, and practical skills of students at SMK YBPK Pare in creating creative, structured, and relevant social media content in line with the demands of the digital era in 2024. The program was implemented through the delivery of conceptual materials on social media fundamentals, content planning strategies, and effective content creation techniques. These materials were strengthened through interactive discussions and hands-on practice using smartphones and accessible editing applications. The participants included 40 students from grades X, XI, and XII, representing Generation Z with high social media usage intensity. The results showed improved student understanding of the purpose of social media, basic digital content concepts, and communicative content creation techniques. Students were able to produce simple promotional content to support school branding. In addition to technical skills, the program increased awareness of social media as a tool for self-development, digital literacy, and future employment or entrepreneurial opportunities, thereby contributing positively to students’ digital competencies and work readiness.

This study aims to analyze the development strategy of the Jeanete business, located in Maumere City, Jl.  Kesehatan No.  3, Lorong Masuk SDK Yos Sudarso, using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) approach.  The research employs a descriptive qualitative method with data collected through observation, interviews, and documentation of the Jeanete business operations.  The results indicate that the main strengths of the business include affordable product prices, unique item variations, and increasing consumer interest in preloved products.  However, Jeanete also faces several weaknesses, such as dependence on supplies from outside the region, limited stock availability, and fluctuating bale prices.  On the other hand, opportunities include the growing trend of thrifting among young consumers and rising demand for environmentally friendly products.  The threats faced by the business involve increasing competition, shifting consumer preferences, and the risk of products not passing quality control.  Based on these findings, the development strategy for Jeanete should focus on improving product quality, strengthening digital promotion, and maintaining more stable supply management.

Empowering Posyandu cadresis one of the important strategies in improving the effectiveness of community-based health promotion,especially in the digital era. However, the limited skills of cadres in utilizing digital visual media are still anobstacle in creating interesting and communicative health information. This community service activity aims to improve the knowledge and skills of Posyandu cadres in Pondok Petir Village, Depok City, through seminars and training on the use of the Canva application as a medium for developing health promotion. The activity was conducted offline through lectures, discussions, and hands-on practice with intensive guidance. There were 25 participants, consisting of cadres and members of the local PKK. The results of the activity showed that most participants were able to understand and apply Canva's features to create health promotion media such as Posyandu schedule posters, immunization materials, and nutrition education. The enthusiasm of the participants during the practice sessions and their ability to produce informative and attractive visual designs demonstrated the success of this activity. Thus, Canva training has proven effective as a means of empowering Posyandu cadres in improving the quality of health communication and supporting the optimization of Posyandu services.

Di berbagai negara berkembang, keberlanjutan finansial lembaga pendidikan tinggi swasta sangat bergantung pada jumlah pendaftaran mahasiswa, disebabkan oleh keterbatasan diversifikasi sumber pendapatan. Berbeda dengan universitas negeri yang memperoleh dukungan substansial dari subsidi pemerintah, universitas swasta pada umumnya bergantung pada biaya kuliah sebagai sumber pendapatan utama. Ketergantungan ini mendorong banyak institusi swasta untuk mengalokasikan sumber daya keuangan yang signifikan guna mendukung inisiatif promosi yang dirancang untuk menarik calon mahasiswa. Melalui strategi pencitraan merek (branding) yang efektif, universitas swasta semakin memanfaatkan platform media sosial—terutama Instagram—sebagai alat strategis untuk membangun jejaring sosial serta meningkatkan kesadaran informasi di kalangan audiens berusia setara dengan pelajar sekolah menengah atas. Penelitian ini mengkaji potensi penerapan strategi promosi berbasis algoritma Instagram dengan menggunakan teknik digital marketing influence maximization, khususnya viral marketing dan influencer marketing, yang umumnya diterapkan di sektor komersial. Temuan penelitian menguraikan tiga strategi pemasaran dengan potensi manfaat yang signifikan: memanfaatkan mekanisme viral marketing, mengidentifikasi dan melibatkan key opinion leaders (KOL) yang tepat dalam influencer marketing, serta mengoptimalkan penggunaan tagar (hashtag) secara strategis. Selain itu, penelitian ini berkontribusi terhadap pengembangan pengetahuan dengan menawarkan kerangka konseptual untuk perumusan strategi promosi dan mengusulkan metodologi evaluatif untuk mengukur efektivitas promosi. Pendekatan evaluasi tersebut meliputi penerapan metrik brand influence dan engagement rate, yang ditunjukkan melalui studi kasus singkat.

This Community Service activity aims to analyze and develop marketing strategies for imported products at PT Mitra Mulia Pertiwi Nusantara in the local market of Batam. The methods used include direct observation, in-depth interviews with company representatives, and documentation studies to obtain a comprehensive picture of the implementation of the marketing mix (product, price, promotion, and distribution). The results of the analysis show that the company faces challenges in adjusting imported products to local consumer preferences, setting competitive prices, and optimizing promotion and distribution. Through this activity, marketing strategy recommendations have been developed, including improving market segmentation, utilizing digital media for promotion, adjusting prices based on competition, and optimizing distribution channels. The implementation of these recommendations is expected to increase the company's competitiveness and expand the market share of imported products amid increasingly fierce competition. This activity also provides academic contributions as a reference for the development of international marketing science and practical contributions for companies in formulating sustainable marketing strategies.

This community service activity aims to strengthen the marketing strategy of FUNN Maumere as a culinary business operating in an increasingly competitive market environment. The program was conducted using a qualitative descriptive approach through field observations, interviews with business owners and employees, and direct mentoring in implementing more effective marketing strategies. The results indicate that FUNN Maumere has applied a combination of traditional and digital marketing strategies, including brochure distribution and active promotion through social media platforms such as Instagram, TikTok, and Facebook. The mentoring activities focused on optimizing digital marketing, improving service quality, and strengthening brand consistency. These efforts contributed positively to increased brand awareness, customer interest, and wider promotional reach. However, sales performance remains fluctuative due to external factors, such as weather conditions and differences in outlet location characteristics. Therefore, this community service emphasizes the importance of continuous product innovation, enhancement of customer experience, and optimization of digital marketing strategies to reduce dependency on external conditions. This activity is expected to serve as a practical reference and mentoring model for other culinary MSMEs in developing adaptive, innovative, and sustainable marketing strategies to improve competitiveness and business continuity.

The development of digital marketing has become a strategic factor in the growth of creative culinary businesses, particularly for micro, small, and medium enterprises facing increasing competition and changes in consumer behavior in the digital era. The use of digital platforms, such as social media and online marketplaces, enables business owners to expand market reach, enhance customer interaction, and optimize promotional strategies more efficiently. Nevertheless, various studies indicate that the implementation of digital marketing has not always produced optimal outcomes due to limitations in digital literacy, human resource capacity, and organizational adaptability. This study aims to systematically examine the role of digital marketing in the development of creative culinary businesses through a Systematic Literature Review approach. The review maps key concepts, research trends, and empirical findings related to digital marketing and organizational learning within the context of creative culinary enterprises. In addition, this study identifies existing research gaps and formulates recommendations for future research issues. The findings are expected to provide theoretical contributions in the form of comprehensive conceptual mapping as well as practical contributions for business practitioners, MSME facilitators, and policymakers in designing adaptive and sustainable digital marketing strategies.

Socio-economic challenges faced by tuberculosis (TB) survivors in Indonesia remain substantial, particularly stigma that restricts employment opportunities and hinders social reintegration. This community service program aimed to strengthen the economic capacity of TB survivors through a community-based empowerment approach and health information dissemination via social media. The program involved a TB survivor community in the partner area of the Lampung Sehat Initiative. A participatory method was applied through entrepreneurship training, digital content production assistance, and the distribution of health education materials using Instagram, TikTok, and YouTube. The results indicate that social media was effective not only as a platform for health education but also as a promotional tool for participants’ micro-business products. In addition to improving public literacy regarding TB, social media contributed to stigma reduction by delivering positive narratives and reinforcing the collective identity of the survivor community. The program also encouraged behavioral change, supported the emergence of local leadership, and expanded participants’ social and economic networks. These findings suggest that integrating social media into community-based empowerment initiatives can serve as a social transformation strategy that enhances the sustainability of economic development and social support for TB survivors.

Educator certificates are official documents that play a crucial role for teachers, as they serve as legal proof of professional competence and are required for various administrative purposes, such as professional allowance applications, promotion, transfer, and institutional accreditation. Along with the increasing number of educators in Indonesia, the volume of educator certificate data managed by educational institutions has also grown significantly. However, certificate management is still largely conducted in a conventional manner, functioning merely as digital or physical archives without an effective search mechanism, resulting in inefficiencies and difficulties in retrieving relevant documents. Therefore, an information retrieval approach is needed to support fast and accurate document searching. This study aims to analyze and implement an information retrieval system for educator certificates using the Cosine Similarity method. The research data consist of educator certificate documents, including professional educator certificates, training certificates, and competency certificates. The retrieval process involves text preprocessing, term weighting using TF-IDF, and similarity measurement using Cosine Similarity. The results show that document d1 (Professional Mathematics Educator Certificate) has the highest similarity value to the query “educator certificate,” as it contains all query terms with relatively high TF-IDF weights. Document d3 ranks second due to partial term similarity, while document d2 has the lowest similarity value because it shares only one common term with the query. These findings indicate that the Cosine Similarity method is effective in ranking educator certificate documents based on their content relevance in an objective and measurable manner. The proposed system can improve the efficiency and accuracy of educator certificate document management and retrieval in educational institutions.

The utilization of digital technology in the Industry 4.0 era has become crucial for vocational high school (SMK) students to build economic independence. However, partners at SMKN 1 Selo still face obstacles in optimizing social media and digital platforms as effective promotional tools for student work and self-development. This community service activity aims to enhance students' understanding and skills in using social media (Instagram, TikTok) and other digital platforms as creative marketing instruments. The method employed is a descriptive qualitative approach through participatory training, which includes material presentation on digital branding strategies, visual content creation practices, and copywriting techniques. The results of the activity indicate a significant improvement in students' technical abilities, where they demonstrated the capacity to produce engaging promotional content and understand social media algorithms to reach a wider audience. This study aims to describe the process and impact of utilizing social media and digital platforms as promotional tools for SMKN 1 Selo students. The primary focus of this activity is to provide a deep understanding of personal branding strategies and creative product marketing in the digital age. Through this program, it is expected that SMKN 1 Selo students will possess higher digital competitiveness and the ability to leverage the digital ecosystem to support the promotion of vocational products and their professional profiles in the future.

This service examines the use of the social media platform of the tiktok application which acts as an effort to approach digital promotion for micro, small and medium enterprises in Krobokan village, Juwangi. Although MSMEs allocate an important role in sales products to the community, they do not fully understand digital media.This service applies a qualitative method by conducting interviews and socialization to the community which amounts to around 30 people consisting of 10 MSME business actors. The results of the interview identified MSME actors in Krobokan village who are not fully aware of the importance of understanding the development of social media as a marketing media tool, therefore we provide education about sales through online media because they only market products traditionally in the village environment. TikTok as a strategic means in supporting sales in today's digital era because the TikTok application is one of the highest platforms that are widely used today such as the TikTok Shop and Live TikTok features in strengthening the introduction of sales to customers through social media. This service concludes that from traditional marketing by word of mouth to marketing in the digital era that focuses on creative digital marketing, efforts have great potential in developing the community's economy in the current digital era.

The rapid development of digital technology requires Micro, Small, and Medium Enterprises (MSMEs) to adapt by utilizing digital marketing and improving financial management practices. However, many service-based MSMEs have not yet optimized digital promotion and integrated bookkeeping in their business operations. This community service activity aims to enhance the promotion of service MSMEs through the implementation of digital marketing and to strengthen cost control through simple bookkeeping at AND CUSTOM LED. The methods used include an initial survey, practical mentoring, and evaluation of the activities. The mentoring process involved training in promotional content creation, the use of social media as a business communication tool, and the application of daily transaction recording. The results indicate an improvement in the business owner’s understanding and behavior regarding promotional management and financial recording. The MSME owner became more active and consistent in implementing digital promotion strategies and more disciplined in recording income and expenses. In addition, the mentoring encouraged a more independent and well-planned work attitude. Overall, this activity demonstrates that integrating digital marketing with simple bookkeeping can improve the quality of service MSME management and support business sustainability in the digital era.