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This study aims to analyze the strategies used by business actors in facing local market competition through Porter's Five Forces Model approach, which includes: the threat of new entrants, the threat of substitute products, the bargaining power of suppliers, the bargaining power of consumers, and the intensity of competition between competitors. This research uses a qualitative method with a descriptive approach. Data collection techniques were conducted through in-depth interviews with three categories of informants, namely business owners, employees, and consumers. Data analysis was conducted by identifying patterns, differences, and linkages between the strategies applied and aspects of Porter's Five Forces Model. The results showed that the main strendgth in local competition lies in the high intensity of competitors and the increasing number of alternative products offered. The integration strategy between online and offline marketing is proven to help dealers reach consumers more widely and build customer loyalty. The use of social media, digital promotions, and direct-to-consumer services such as exhibitions and local community partnerships are key to adaptation in the digital era. By understanding Porter's five aspects in depth, businesses can formulate strategies that are more adaptive, innovative, and highly competitive in the local market.

PT. Citilink Indonesia is a low-cost airline operating in both domestic and international markets. This study explores how the company utilizes Marketing Public Relations (MPR) strategies to promote its brand and services. The focus of this research is on the implementation of integrated marketing communication strategies—particularly through social media and event-based promotions—to build a positive brand image and increase customer loyalty. Previous studies have addressed similar topics, such as PT. KAI’s MPR strategies in digital service transformation and PT. JNE’s efforts to enhance customer satisfaction through MPR. This research employs a descriptive qualitative method, with data collected through interviews and documentation. The findings reveal that Citilink’s MPR strategy adopts the Three Ways Strategy by Thomas L. Harris, which includes push, pull, and pass strategies. These are implemented through social media campaigns on platforms like Instagram, collaborations with Key Opinion Leaders (KOLs), and the organization of educational and entertainment events. The strategy has proven effective in enhancing audience engagement and expanding promotional reach amidst intense competition in the airline industry.

This study aims to analyze the political marketing strategies employed by the candidate pair Lis Darmansyah and Raja Ariza in the 2024 Tanjungpinang Mayor Election. The research focuses on the implementation of the political marketing mix, which includes political products, promotion, pricing, and distribution strategies. The study uses a qualitative descriptive approach, with data collected through interviews, field observations, and documentation involving campaign teams, volunteers, and voters. The findings demonstrate that Lis Darmansyah and Raja Ariza's political marketing strategy primarily depends on social interaction and personal image creation through the use of social media platforms, in- person campaigns, and local volunteer networks. The secret to winning over voters is their attempt to present an image of inclusive and seasoned leadership. However, the public's opinion of previous political performance and fierce electoral competition present obstacles for the campaign. In conclusion, the capacity of candidates to gain the public's trust and modify their political messaging to fit the social and cultural dynamics of Tanjungpinang community is a major factor in the efficacy of political marketing techniques.

Initial survey results show that consumers in the Makale region have specific preferences for tempeh packaging and quality, but business actors have not incorporated these preferences into their production and marketing strategies. This gap calls for an intervention to develop a strategy based on a systematic, contextual mapping of consumer preferences. Using a mixed methods approach with an explanatory sequential design, the study was conducted in two stages: first, quantitative data collection and analysis, followed by qualitative data collection and analysis to clarify and deepen the results. The study found that consumer preferences for Jeslyn tempeh are primarily influenced by sensory qualities (taste, texture, aroma), cleanliness, affordability, hygienic packaging, distribution ease, and promotion. The Likert scale analysis showed that most indicators had an average value above 4.20 (percentage index > 84%), indicating high to very high consumer satisfaction. Taste (mean 4.52; index 90.4%) and texture (mean 4.44; index 88.8%) were the most influential factors, followed by price and cleanliness. Consumer loyalty is built through consistent quality and emotional attachment to local products. Producers should maintain product quality, improve hygiene, introduce simple innovations, and use social media for cost-effective promotion.

The development of digital technology has brought significant changes to marketing strategies, including in the Micro, Small, and Medium Enterprises (MSME) sector. This study aims to design a digital marketing strategy that can increase sales at Lontong Bang Haji MSMEs in Medan City. The research method uses a case study approach with data collection through interviews, observation, and documentation. Data analysis was conducted using descriptive qualitative methods to describe the marketing practices implemented and the effectiveness of the digital media used. The results of the study show that the use of social media, particularly Instagram and WhatsApp Business, is the most effective strategy for expanding market reach, increasing interaction with consumers, and building brand awareness. The main challenges faced include time constraints, technical knowledge limitations, and digital promotion budgets. However, the integration of offline and online promotions has proven to enhance the competitiveness of SMEs. Thus, a simple yet consistent digital marketing strategy can serve as a practical solution for SMEs to expand their market and drive sales growth.

This study aims to uncover public perception of Islamic banking in Jember Regency as well as the factors that cause low account ownership in Islamic banks, even though the majority of the population is Sunni Muslim. This study uses a descriptive qualitative approach with data collection techniques through direct interviews with people who do not choose Islamic banks as financial institutions. The results of the study show that the low level of public knowledge about Islamic banking systems and products is the main factor influencing their decisions. In addition, promotions carried out by Islamic banks are considered less effective and do not directly touch the needs and understanding of the community. The lack of supporting facilities such as ATMs and service offices also strengthens the perception that Islamic banks are not significantly different from conventional banks. Weak branding and education cause Islamic banking products to be less attractive in the eyes of the public. Therefore, a more intensive education strategy and a promotional approach that directly touches the community, as well as an improvement of basic service facilities so that Islamic banks can provide optimal services and increase public trust. This study recommends strengthening Islamic financial literacy and expanding access to services as strategic steps to encourage Islamic financial inclusion in Jember.

Business location plays a crucial role in determining the success and development of a business, particularly for Micro, Small, and Medium Enterprises (MSMEs). This study aims to analyze how business location influences the performance and sustainability of the Fresh and Healthy Juice MSME in Medan. The research method used is a qualitative descriptive approach, with data collection techniques through direct observation, interviews with business owners, and documentation of daily business activities. The results show that selecting a strategic location, namely on the main road and close to busy areas such as markets, schools, and offices, has a positive impact on increasing the number of customers and sales volume. Factors such as easy transportation access, environmental cleanliness, comfort of the place, and the attractive appearance of the store also support a positive product image in the eyes of consumers. In addition, an easily accessible location simplifies the distribution of raw materials and expands opportunities for word-of-mouth promotion. Based on the analysis, it can be concluded that the right business location is an important strategy in increasing competitiveness and business revenue. Therefore, for MSMEs, selecting a location that suits the target market needs to be carefully considered so that the business can grow sustainably.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy by creating jobs, reducing poverty, and contributing to the Gross Domestic Product (GDP). However, many MSMEs still struggle to market their products effectively. Limited capital, workforce, and access to promotional media lead them to rely on conventional methods such as print advertising, with minimal use of digital platforms. These limitations hinder their ability to reach wider markets and compete effectively at both local and national levels. Furthermore, differences in approach between MSMEs and large companies influence their marketing strategies. MSMEs often prioritize social networks and personal relationships over structured and systematic marketing plans. As a result, traditional methods are insufficient to face increasing competition and shifts in consumer behavior. Therefore, research was conducted on more innovative, creative, and adaptive marketing strategies for Ubay Singkong Keju MSMEs so that they could survive and thrive amid the ever-changing market dynamics.

This study aims to analyze the transformation of promotional strategies among Micro, Small, and Medium Enterprises (MSMEs) in Suka Makmur Village after utilizing Google Maps as a digital marketing platform. The research focuses on identifying changes in promotional approaches, MSME owners’ perceptions of the effectiveness of Google Maps, and its impact on business visibility and sales performance. The study employed a participatory approach through the Community Service Program (KKN), consisting of several stages, including surveys, socialization, training, and direct mentoring. The research subjects comprised three MSMEs: Seblak Prasmanan, Warung Kopi, and Rumah Jajan By Nisa. The findings indicate that, prior to the intervention, promotional activities were predominantly traditional and limited in reach. After adopting Google Maps, the businesses became more easily discoverable, received positive reviews, and successfully reached customers beyond the local area. This study concludes that the effective use of Google Maps enhances the digital identity of MSMEs, broadens market reach, strengthens competitiveness, and contributes to the local economic growth of Suka Makmur Village.

This interactive study examines the impact of green marketing on the development of competitive capabilities in Iraqi companies, highlighting its role as a strategic approach for achieving sustainable market advantage. Green marketing involves environmentally responsible practices in product design, pricing, promotion, and distribution, which contribute to building brand reputation and operational excellence. The study explores the relationship between green marketing initiatives and enhancing firms' competitive capabilities, emphasizing how eco-friendly practices influence performance and strategic positioning. By analyzing green marketing theory, the study provides a comprehensive understanding of how sustainability-focused strategies can strengthen innovation, differentiation, and customer loyalty. It underscores the role of green marketing in improving long-term competitiveness and aligning business goals with environmental responsibility. Using empirical studies and diverse sources, the research demonstrates that green marketing is not merely a branding tool but a core element in building strategic advantages, especially within Iraq’s evolving market and regulatory environment. The findings reveal a positive relationship between green marketing practices and competitive capabilities. Environmentally driven strategies improve firm performance, enhance responsiveness to market demands, and reinforce brand value, enabling companies to thrive in dynamic business contexts. Consequently, the research recommends adopting green marketing as an integral component of strategic planning for Iraqi companies to ensure resilience, sustainability, and competitive growth. In conclusion, the study highlights the positive impact of green marketing on enhancing competitive capabilities in the Iraqi context, affirming its importance as a foundational pillar in business strategy to address environmental challenges and achieve long-term success. Furthermore, it suggests future studies explore the specific challenges and opportunities of implementing green marketing in different sectors.

The Salib Kasih tourist attraction is one of the leading potential tourist attractions in North Tapanuli district which offers spiritual tourism as well as natural and cultural panoramas. The purpose of this research is to determine the Development Strategy for the Salib Kasih tourist attraction. Salib Kasih is a tourist attraction created to commemorate the services of Christian missionary from Germany Ingwer Ludwig Nommensen who began his mission in Batak Land and is where Ingwer Ludwig Nommensen looked towards Rura Silindung below. This research uses qualitative research methods, with data collection techniques through interviews, observation and documentation of several informants, namely the Tourism and Tourism Office and tourism business actors. Through the results of research conducted by the author, the development strategy for the Salib Kasih tourist attraction carried out by the Tourism Office is to improve facilities, add facilities, collaborate with other agencies and carry out promotions to increase the attractiveness of the Salib Kasih tourist attraction.  

Society 5.0 era, tourism villages are required to optimize social media as a strategic. This study aims to analyze and evaluate the effectiveness of social media, identify obstacles, and formulate a digital storytelling strategy. A combination method used with a concurrent triangulation strategy. The SOSTAC framework used to describe the marketing strategy. The research location was in Pancoh Ecotourism Village, with research objects consisting of Instagram and TikTok media content. The sampling technique used purposive sampling. Primary data were obtained through in-depth interviews with the head of the management and the marketing division, while secondary data consisted of documentation of social media content. Data validity was tested using triangulation. Qualitative analysis conducted by identifying digital marketing strategies and analyzing content. Quantitative analysis carried out by calculating the Engagement Rate on Instagram and TikTok to measure the effectiveness of audience interaction with narrative content. The results showed that Instagram was superior in strengthening promotional content through paid advertising, while TikTok demonstrated organic strength in human interest narratives and environmental education. Pancoh needs to develop a more balanced digital storytelling strategy, consistent content production, human resource training, utilizing social media algorithms, interaction patterns directed at two-way engagement, content distribution utilizing cross-posting techniques, scheduling uploads at prime time for young users, and placing the community as the main actor in the narrative

In facing the digital era, there is a change in conventional broadcasting to digital broadcasting with a focus on multiplatform content distribution. This encourages TVMU to adapt to digital broadcasting. This study aims to understand how media, especially TVMU, formulates strategies, chooses the right approach, implements, and conducts monitoring and evaluation to increase the relevance and reach of its broadcasts. The Media Management Strategy Theory that became the focus of the research from Media Strategy Formulation, Media Strategy Selection, Media Strategy Implementation, Monitoring and Evaluation. A qualitative approach with a case study method was used to extract data through observation and in-depth interviews with relevant informants. The results show that multiplatform content distribution is the main strategy in facing the challenges of digital broadcasting. Social media is utilized for promotion, interaction, and distribution of program excerpts, while the website serves as an additional channel for live streaming and information provision. Television remains the main focus, but digital platforms are used to expand audience reach and attract the younger generation. Monitoring and evaluation processes are conducted regularly to assess the effectiveness of the strategies implemented, with adjustments based on analysis of audience data and digital trends. Key challenges include copyright issues on digital platforms and the difficulty of attracting audiences to educational and da'wah content amidst the dominance of entertainment content. The study concludes that implementing an integrated and adaptive content distribution strategy is an important step to support media sustainability in the digital era. The findings provide guidance for other media in effectively managing content distribution to reach a wider audience.

Tinctori is a company focused on sustainable fashion products using natural dyes. Based on observations and interviews, Tinctori’s existing promotional media are still limited and have not effectively conveyed its sustainability values or modern fashion appeal. Therefore, a more engaging, informative, and accessible promotional medium is needed. This study aims to design a digital photobook as a marketing support medium for Tinctori’s products. The research uses a qualitative method with a linear strategy, consisting of problem identification, data collection, analysis, design, and testing stages. The result is an interactive e-book–based digital photobook that presents the company profile, production process, and product catalog of Tinctori. Based on the testing results, the media was considered attractive, communicative, and effective in conveying the brand message and increasing audience interest. This research is expected to serve as an example of efficient, eco-friendly digital media that supports sustainable fashion promotion in Indonesia.  

Wonogiri Regency in Central Java Province has great potential for sustainable tourism development, particularly through the integration of nature and religious tourism. This study aims to analyze the development strategy of the Watu Cenik Tomb in Sendang Village as a pilgrimage destination, which involves the historical value of the tomb of the Kyai Solo Sumarto IX family, the natural landscape of the Gajah Mungkur Reservoir, and cultural traditions such as Grebeg Syawalan. Using Richard Butler's Sustainable Tourism theory with the Tourism Area Life Cycle (TALC) model, this study applies a descriptive qualitative method through intensive interviews, observations, and documentation of stakeholders such as tourism managers, local communities, and tourists. The results of the study show that Watu Cenik has the potential to be an attractive pilgrimage destination, but its appeal is not yet optimal, with visits limited to private pilgrimages and the local community. The efforts of BUMDes Sendang Pinilih, such as the construction of homestays, shuttle services, and social media promotion, have increased visitor numbers, but additional facilities such as souvenir kiosks, local culinary offerings, photo spots, tour guides, and infrastructure improvements are still needed to attract more visitors and support the creative economy. The research conclusion emphasizes the importance of intensive digital promotion, integrated tour packages, and stakeholder collaboration to realize sustainable tourism that preserves cultural heritage while improving community welfare. Suggestions for further research include integrating mixed methods with quantitative analysis to measure economic impact and comparisons with similar destinations.

The focus of this paper is to examine the political strategy of Muhammad Ikhsan Darwis in winning the 2024 Legislative Election in Electoral District I of Kupang City, using the 4P political marketing theory by Niffenger: Product, Promotion, Price, and Place. In terms of Product, Ikhsan’s public image is shaped by his clean, caring, and inclusive personal character, as well as his active involvement in various socio-religious organizations such as HIPMI, NU, KKSS, and PPIA, which reinforce his appeal among young voters. His Promotion strategy was realized through campaign tools (APK) that were presented in a simple yet strategic manner, reflecting a courteous and down-to-earth personality. For Price, he implemented both economic and psychological pricing strategies by managing campaign funds efficiently and strengthening his reputation through his educational background and organizational experience. Lastly, in the Place dimension, Ikhsan adopted an inclusive and spiritual approach, leveraging strong grassroots support from communities like KKSS and the Bugis ethnic group. These four strategies were successfully executed, leading to Muhammad Ikhsan Darwis’s election as a legislative candidate representing the Golkar Party in Electoral District I of Kupang City.

Current Affairs is a strategic division within LPP TVRI, which plays a crucial role in producing in-depth and up-to-date news programs as a form of public broadcasting's responsibility to provide quality information to the public. One of this division's flagship programs is Jendela Negeri, a morning talk show broadcast live with a light yet informative and educational presentation style. This program's presence is significant amidst the rapid flow of information and the development of communication technology, as it presents interviews and current coverage involving credible sources and contributors from various regions in Indonesia. This study aims to analyze the communication strategies implemented by the Current Affairs team in an effort to improve the quality of the Jendela Negeri program to ensure its relevance and audience interest. The study used a qualitative descriptive approach with data collection techniques through in-depth interviews, direct observation, and documentation studies. The analysis was conducted with reference to the POAC (Planning, Organizing, Actuating, and Controlling) theory as a management strategy framework. The results show that the communication strategy is implemented through adaptive theme planning, program promotion through social media, a production process with professional standards, intensive coordination across regional contributors, content redistribution across various digital platforms, and regular evaluations to improve broadcast quality. Furthermore, the application of Lasswell's communication model is clearly visible in the communication process, from message development to audience reception. The research findings also show that the Jendela Negeri program meets the criteria for quality news, namely accuracy, balance, objectivity, conciseness, and relevance, thus maintaining its educational and informative function as part of LPP TVRI's public service.  

The design of the 3:30 Kopi website poster was carried out as an effort to present an effective and modern promotional medium to support information needs and introduce the café’s digital platform to the wider community. In line with the development of the digital era, local SMEs such as 3:30 Kopi are required to remain competitive by utilizing visual media that is both communicative and appealing. This poster functions not only as an information tool but also as a branding strategy to strengthen the café’s identity in the eyes of consumers, particularly in the Ciledug area and its surroundings. The visual concept of the poster was designed with careful consideration of both aesthetics and function. The use of brown and cream tones symbolizes the warm and natural character of coffee, while also creating a friendly and elegant impression. Typography was chosen with a simple yet bold style to ensure information is easy to understand. The main elements, featuring a mockup of the website displayed on both laptop and mobile devices, emphasize the flexibility and responsiveness of the platform, which can be accessed anytime and anywhere. In addition, the inclusion of a QR code provides a modern solution that facilitates quick and practical interaction between the audience and the website. Cultural-inspired ornaments derived from 3:30 Kopi’s signature menu further reinforce its visual identity while adding aesthetic value. Through this poster design, 3:30 Kopi is expected to increase brand awareness, attract new visitors, and strengthen its image as a café that not only offers coffee but also provides a productive social space suited to the needs of modern society.

The rapid development of digital technology has significantly transformed marketing strategies, particularly in the micro, small, and medium enterprises (MSMEs) sector, including Mitra Baker Old Lambang Sari, which strives to expand its market reach and enhance competitiveness through the adoption of digital marketing. Digital marketing today functions not only as a promotional tool but also as an interactive medium that shapes customer experience at every stage of the consumer journey. This study aims to analyze the extent to which digital marketing strategies and customer experience contribute to consumer purchase intention for Mitra Baker Old Lambang Sari products. A quantitative research design was applied using a survey method, with questionnaires distributed to 100 respondents. The collected data were analyzed using SPSS version 25 through partial tests, simultaneous tests, and the coefficient of determination. The partial test results revealed that both digital marketing strategies and customer experience individually exert a positive and significant influence on purchase intention, as evidenced by a significance value of 0.000 (< 0.05) and t-values exceeding the critical t-table values. Furthermore, the simultaneous test confirmed that the two variables jointly have a significant effect, supported by an F-value of 108.003, which is greater than the F-table value of 3.09, and a significance level of 0.000. The coefficient of determination (R Square) was 0.690, indicating that 69% of the variation in consumer purchase intention is explained by digital marketing strategies and customer experience, while the remaining 31% is influenced by other factors not examined in this study. These findings highlight that implementing effective digital marketing strategies alongside delivering high-quality customer experiences is crucial for enhancing consumer purchase intention in MSMEs within the digital era.

The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.