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Competition in the songkok (traditional cap) industry in Gresik Regency has become increasingly intense, especially for small enterprises such as UD. Arif Bersaudara, which face challenges in maintaining competitiveness amid changing market trends and consumer preferences. This study aims to analyze effective marketing strategies for UD. Arif Bersaudara by identifying internal and external factors and determining the most appropriate strategic priorities for business development. The research employs the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify strategic factors and the QSPM (Quantitative Strategic Planning Matrix) to determine the order of strategic priorities. Data were collected through questionnaires distributed to 92 respondents and analyzed quantitatively using weighting and attractiveness score calculations. The results show that the total IFE Matrix score is 4.80 and the EFE Matrix score is 4.772, placing UD. Arif Bersaudara in the “Grow and Build” strategic position. Based on the QSPM results, the main priority strategy is to leverage superior product quality, design variations, and size diversity to capture opportunities in digital and international markets, with the highest TAS value of 8.37. The study concludes that UD. Arif Bersaudara should focus its strategy on improving product quality and implementing digital marketing to strengthen competitiveness. The strength of this research lies in the application of the combined SWOT–QSPM methods, which provide measurable analytical results, while its limitation lies in the relatively small and region-specific number of respondents. Future research is recommended to expand respondent coverage and incorporate digital marketing–based analysis to make MSME marketing strategies more adaptive to technological developments.

This research examines tourism development strategies through an industrial tourism programme in Sidoarjo Regency as an alternative for regional tourism diversification. Sidoarjo Regency is known as an industrial hub with various production centres, such as shrimp crackers, batik, and shrimp paste (terasi), which have considerable potential to be developed into industrial tourism destinations. The objectives of the study are to analyse industrial tourism development strategies, identify supporting and inhibiting factors, and formulate a collaborative model for sustainable industrial tourism development. The research employs a qualitative approach with data collection techniques including in-depth interviews, participant observation, and documentation study. Research informants include the Sidoarjo Regency Tourism Office, industry stakeholders, tourism communities, and tourists. The results indicate that the industrial tourism development strategy in Sidoarjo utilises a pentahelix approach involving the government, academia, businesses, the community, and the media. Supporting factors include the diversity of local industrial products, good accessibility, and government policy support. However, there are constraints such as minimal digital promotion, limited tourism facilities, and low awareness among business actors regarding the concept of industrial tourism. The recommended collaborative model encompasses institutional strengthening, increasing Human Resources (HR) capacity, developing supporting infrastructure, innovating tourism products, and integrated digital marketing. This research provides a practical contribution to the development of industrial tourism in regions with a strong small and medium-sized industrial economic base.

This study examines the communication strategy of PT Nutrifood Indonesia through the L-Men Creator Crew (LCC) program as an implementation of the Integrated Marketing Communication (IMC) theory within the context of digital affiliate marketing. The research background stems from the shifting marketing landscape toward collaboration with content creators as a means to build authentic relationships and enhance brand awareness. The purpose of this study is to analyze how L-Men’s communication strategy is integrated across various IMC elements, including advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing. This research employs a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. The findings indicate that L-Men successfully established an effective two-way communication system with its affiliate community through a community-based approach, personalized guidance, and consistent promotional support. The integration of messages across digital channels creates synergy that strengthens the brand image as an active, inspiring, and relevant brand for the younger generation. The implications of this study emphasize the importance of implementing IMC that focuses on long-term relationships and community collaboration in contemporary digital communication strategies.

The development of digital technology has transformed marketing patterns, including in the culinary sector. The MSME Feedmee.ind utilizes digital marketing strategies and builds brand awareness to increase consumer purchasing decisions. This phenomenon is relevant to consumer behavior trends, particularly among the younger generation active on social media, making digital marketing a critical factor in business competition. This research aims to determine the influence of digital marketing and brand awareness on the purchasing decisions for the MSME Feedmee.ind at Royal Plaza Surabaya. This study employs a quantitative method with the population consisting of all Feedmee.ind consumers at Royal Plaza Surabaya, using an accidental sampling technique. The research sample comprises 92 respondents selected based on specific criteria. Data analysis was conducted using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4 software. The research findings indicate that digital marketing has a positive and significant influence on purchasing decisions. Similarly, brand awareness is also proven to have a positive and significant effect on purchasing decisions. These findings confirm that an interactive and consistent digital marketing strategy, supported by the strengthening of brand awareness, can effectively increase consumer interest and purchasing decisions.

A digital marketing mentoring program is an effective strategy for increasing the competitiveness of micro, small, and medium enterprises (MSMEs) in the digital economy era. The objective of this community service activity is to strengthen the marketing of the Permata Chips MSME through the utilization of social media, creative content production, and optimization of consistently scheduled online promotions. The methods used in implementing this program include training, direct mentoring, and content implementation to support online promotional activities. Results show a significant increase in promotional reach, more active customer interaction, improved brand perception, and increased transactions and repeat purchases. The implementation of digital marketing also provides benefits in the form of broader market expansion across regions and efficiency in the product offering process. This program is expected to become a model of capacity-based mentoring that can be replicated by other MSMEs, with implications for strengthening marketing accountability and the future sustainability of MSME businesses.

The competition among educational institutions demands improvement in service quality as a key marketing strategy. Good service quality not only builds a positive image for the institution, but also encourages student satisfaction and interest. The purpose of this study is to identify a quality-based educational marketing strategy to increase student interest. This study used a qualitative approach, with a case study method. Data collection techniques were conducted through interviews, observation, and documentation analysis. The results of the study found that: 1) An effective Islamic education marketing strategy is rooted in the integration of Islamic values and service quality as the basis for forming a positive image of the institution. 2) MTs Al Hidayah excels with a humanistic approach based on empathy and service flexibility, while MTs Daarul Uluum PUI excels through a structured and institutional quality management system. 3) Visionary leadership, teacher competence, and spiritual value-based communication are key factors in building public trust and loyalty. 4) The main obstacles include a lack of quality systematization, documentation, and digital promotion innovation, which have an impact on the limited reach and professionalism of marketing. Strategic solutions include strengthening data-based quality management, increasing human resource capacity, community partnerships, and optimizing digital communication to create sustainable Islamic education marketing that has da'wah value.

This study aims to analyse the design and optimization of digital marketing to increase the brand awareness of the IdRink MSME through the integration of a website and Instagram. The research employed a Research and Development (R&D) method using the Four-D model (Define, Design, Develop, Disseminate), combined with prototyping techniques and evaluation through blackbox testing. Data were collected through interviews, literature review, observation, Google Analytics, Instagram Insight, and A/B testing questionnaires administered to 100 respondents. The results show that the development of a WordPress-based website and a structured Instagram content plan significantly improved IdRink’s digital performance. Within one month, the audience growth rate increased by 256%, average post reach reached 216%, and website traffic recorded 298 users. Brand awareness measurement indicated brand recognition of 74% and brand recall of 79%, higher than the comparison brand in the local beverage category. These findings indicate that integrating a website and Instagram as a digital marketing strategy is effective in moving IdRink from the unaware-of-brand stage to recognition and recall, expanding market reach, strengthening customer engagement, and building a more professional brand image among young urban consumers. The study recommends maintaining content consistency and utilising digital analytics to support future marketing decision-making.

The rapid growth of digital technology has revolutionized marketing practices, with social media becoming a primary platform for brand communication and audience engagement. Shopee Indonesia, as one of the leading e-commerce platforms in Southeast Asia, leverages various social media channels to strengthen its brand presence and connect with consumers. This study examines Shopee's digital marketing strategy through the management of the @notapprovedyet social media account, which creatively promotes Shopee products based on current social trends. The main focus of this study is to explain the content creation process and analyze the performance of accounts on Instagram, TikTok, and YouTube managed by Shopee Indonesia's Content Marketing Division. Using a creative marketing approach, this study aims to provide insights into effective social media management. The research findings are expected to contribute to understanding how the right social media strategy can increase audience engagement and brand awareness, especially in the highly competitive e-commerce industry.

Bontang Kuala, a coastal village in Bontang City, possesses abundant marine resources, particularly bawis fish (Siganus canaliculatus). However, this potential has not been fully optimized to strengthen the local economy. This study aims to examine strategies for strengthening the local economy through the management of bawis fish products using the 4P marketing mix (product, price, place, and promotion). This research employs a qualitative descriptive approach with data collection methods including observation, in-depth interviews with business owners and visitors, and field documentation. The findings indicate that business actors in Bontang Kuala have developed various processed bawis fish products, such as gammi bawis and dried bawis fish, marketed with pricing strategies adjusted to purchasing power. Most businesses are strategically located along the culinary tourism route, although accessibility challenges persist. Promotion strategies remain simple and limited to social media and local community support. Key supporting factors include raw material availability, high market demand, and community institutional support, while constraints include infrastructure limitations, suboptimal promotion, and raw material fluctuations. Overall, the management of bawis fish products has positively impacted community income and strengthened local economic identity. Recommendations include strengthening business infrastructure, enhancing digital promotion capacity, developing community-based business institutions, and expanding strategic partnerships among local actors.

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.

Penelitian ini bertujuan untuk menganalisis strategi promosi penjualan yang diterapkan oleh BMA (Baju Murah Anak) pada marketplace Shopee. Meskipun telah melakukan berbagai upaya promosi, penjualan BMA cenderung fluktuatif dan belum mencapai target yang diharapkan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Penelitian terfokus pada empat strategi promosi utama yaitu pemberian, paket harga, pengembalian dana, dan premi. Hasil penelitian menunjukkan bahwa pemberian sampel kepada afiliasi efektif meningkatkan eksposur merek namun berdampak terbatas pada penjualan langsung. Strategi paket harga dan premi mampu mendorong pembelian dalam jumlah lebih besar serta meningkatkan loyalitas konsumen. Sementara itu, strategi pengembalian dana memberikan rasa aman bagi pelanggan namun menahan tantangan dalam kecepatan pelayanan. Keseluruhan strategi yang diterapkan memberikan dampak positif terhadap citra merek, namun perlu dilakukan evaluasi berkelanjutan untuk meningkatkan efektivitas promosi. Implikasi penelitian ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi promosi yang adaptif terhadap dinamika pasar digital, khususnya di platform e-commerce seperti Shopee

The advancement of digital technology has transformed how people search for information and access health services. RSIA Clas C Cipondoh faces challenges related to its brand image, as indicated by low patient engagement with the hospital’s website and digital platforms, based on a preliminary survey. This study aims to analyze the simultaneous and partial effects of digital literacy, website quality, and ease of access on the brand image with digital marketing strategy as a moderating variable. A quantitative research method with a cross-sectional approach was employed. The study involved 152 outpatient respondents who had accessed the hospital website. Data were analyzed using index analysis with the Three Box Method and Moderated Regression Analysis (MRA) to test the moderating effect. Findings reveal that digital literacy, website quality, and ease of access simultaneously and significantly influence the hospital’s brand image. Partially, each of these variables also has a positive and significant effect on brand image. Moreover, the digital marketing strategy effectively moderates the relationships between digital literacy, website quality, and ease of access with brand image. The Three Box Method analysis indicates that although website quality falls into the high category, weaknesses remain in the interaction quality dimension. The study concludes that strengthening digital literacy, improving website quality, and ensuring ease of access supported by an effective digital marketing strategy can enhance the hospital’s brand image. Hospitals are advised to add interactive features such as chatboxes or live chat to improve patient engagement and online service experience.

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.

Penelitian ini mengkaji strategi pemasaran live shopping pada platform TikTok Shop dan pengaruhnya terhadap minat beli konsumen dengan pendekatan prinsip syariah. Dengan menggunakan metode kualitatif melalui studi pustaka sistematis, penelitian ini menganalisis strategi pemasaran digital seperti flash sale, interaksi langsung, dan promosi yang diterapkan dalam live shopping TikTok serta mengkaji bagaimana aspek etika dan kepatuhan syariah memengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa integrasi antara strategi pemasaran modern dan prinsip syariah seperti kejujuran, keadilan, kemaslahatan produk, dan kesadaran tauhid mampu meningkatkan minat beli konsumen Muslim sekaligus membangun loyalitas dan citra positif pada platform. Temuan ini memberikan rekomendasi praktis bagi pelaku usaha untuk memformulasikan strategi pemasaran yang tidak hanya efektif secara komersial tetapi juga sesuai nilai-nilai Islam. Penelitian ini memberikan kontribusi baru dengan mengintegrasikan analisis strategi pemasaran live shopping TikTok Shop menggunakan pendekatan prinsip syariah secara komprehensif. Studi ini tidak hanya menilai efektivitas flash sale dan interaksi langsung dalam meningkatkan minat beli, tetapi juga mengevaluasi aspek kejujuran, keadilan, dan kemaslahatan produk yang jarang dikaji secara mendalam dalam konteks pemasaran digital Islami. Pendekatan ini menegaskan pentingnya integrasi nilai-nilai Islam dalam strategi pemasaran digital demi membangun loyalitas konsumen Muslim secara berkelanjutan.  

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.

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.

Optimizing Branding and Digital Marketing as an urgent solution for local MSMEs, particularly Rengginang producer Ibu Saliem in Dolok Kahean Village. This MSME was previously limited to traditional marketing, which hampered market expansion and competitiveness. This community service aims to transform this local business to be competitive in the digital era. The method used is descriptive qualitative with stages of observation, socialization, and program implementation. The main intervention includes the creation of the Rengginang Huta brand identity with a professional logo design. This new logo combines elements of the business's heritage since 1989 and integrated contact information, which strategically increases the selling value and credibility of the product. The second pillar is the implementation of Digital Marketing through the creation of the Instagram account @rengginanghuta_ibusaliem. This account serves as a virtual storefront to overcome geographical limitations and increase reach to a wider consumer base. Intensive training was also provided on content strategies that focus on credibility, sales (Call to Action), and interaction. The results of this community service confirm that the integration of strong and authentic branding with digital marketing strategies is a key catalyst for MSMEs to transform and increase sales turnover. The next challenge lies in the sustainability of content strategies and independent account management by MSMEs to achieve optimal economic potential for Dolok Kahean Village.

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.

The development of digital technology has shifted media consumption patterns, including radio media, which now faces a big challenge to remain relevant in the era of media convergence. OZ Radio Jakarta is one of the private radio stations that continues to survive with adaptive communication strategies. This research aims to find out the communication strategy of OZ Radio Jakarta in maintaining its broadcast existence in the digital media era. The research used a qualitative approach with a case study method. Data collection techniques were conducted through in-depth interviews with three key informants, namely the producer, social media team, and marketing team of OZ Radio Jakarta, as well as documentation and observation. Data analysis used Communication Strategy theory (Effendy, 2000), Niche Theory (Dimmick, 2003). The results showed that OZ Radio Jakarta carries out a coordinated internal and external communication strategy, utilizes social media as an audience participatory space, and maintains the emotional value of conventional broadcasts. The strategy has succeeded in maintaining OZ Radio Jakarta's existence as an adaptive, creative, and capable audio media in a competitive digital media landscape. Keywords: Communication Strategy, Digital Media, Existence, Radio.

This research aims to analyze the optimization of digital marketing in increasing the competitiveness of Bank Jateng, formulate the main challenges in the implementation of digital-based public service innovations, and develop an integration strategy between digital marketing and public service innovation to strengthen the role of Bank Jateng in regional economic development. The research method used was descriptive qualitative with data collection techniques through interviews with 11 informants and distribution of questionnaires to 96 respondents. The results of the study show that digital marketing optimization is able to increase competitiveness through integrated strategies between divisions, increasing content creativity, and strengthening analytics systems for performance evaluation. However, the main challenges faced include the digital capability gap and the need to improve the quality of responsive services. The implementation of digital innovation is multidimensional, including internal coordination that is not optimal, limited product diversification, digital service gaps, and data management that has not been integrated. The strategy of integrating digital marketing and public services requires a holistic approach through organizational capacity building, financial performance optimization, market reach expansion, and continuous innovation. Collaboration between divisions and strong leadership is key in supporting financial inclusion and regional economic growth. This research provides strategic recommendations for Bank Jateng in facing the increasingly dynamic competition of the banking industry in the digital era.