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In the digital era, marketing through Instagram has become one of the main strategies to increase brand awareness and customer engagement. Seblak Mamam Foodies has utilized this platform since 2020 with various strategies such as using business accounts, optimizing profiles, and creating engaging content. Features like Instagram Stories, Instagram Live, and Instagram Ads allow direct interaction with customers, strengthening product branding, and increasing competitiveness. Social media not only serves as a communication tool but also as an effective source of information and promotion. This study emphasizes the importance of digital marketing through social media, especially Instagram, in supporting the growth of small and medium-sized enterprises (SMEs) like Seblak Mamam Foodies, by providing insights into successful marketing techniques and their impact on the popularity of the offered products.

This study examines the opportunities and challenges of implementing Customer Relationship Management (CRM) in Class C private hospitals in Bogor, Indonesia. Using a mixed-methods approach, the research combines qualitative and quantitative analyses, including SWOT and Quantitative Strategic Planning Matrix (QSPM) methods, to identify the most effective CRM model. Findings reveal the hospital's internal strengths, weaknesses, external opportunities, and threats, offering strategies to improve patient engagement and operational efficiency. The results emphasize the critical role of digital transformation, staff training, and strategic adaptation to meet the needs of non-BPJS patients in a rapidly evolving healthcare landscape. The research contributes significantly to the development of CRM models tailored to healthcare institutions in emerging market..

The purpose of the research is to find out FoMO in analyzing customer satisfaction. SLR method in writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic raised, and identifying gaps in existing knowledge. A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying inclusion and exclusion criteria, 1,098 out of 3,977 articles were deemed relevant. Thereafter, these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in this study. Based on data from SLR the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis. The results of writing the article found that Fear of Missing Out (FoMO), which capitalizes on the feeling of fear of missing an opportunity, is proven to increase consumer confidence to make a purchase immediately.  Effective marketing strategies in leveraging Fear of Missing Out (FoMO) often involve elements of time constraints and product popularity that can trigger impulsive behavior in consumers. Social media marketing also plays an important role by creating interactions that attract consumers through trending content. The findings in this study enable brands to strengthen emotional connections with consumers, expand reach, and drive engagement in purchase decisions.

This research aims to test how the influence of brand identity, price, and Product Quality on Brand Choice for Skeptics items. Essential information was utilized in this consider, collected through convenience inspecting over a ten-day period utilizing Google Shapes from 100 shoppers of Skeptics items on Tokopedia. Information investigation strategies included the external demonstrate, internal demonstrate, and speculation testing. The oddity of this investigate lies within the utilize of the SEM Keen PLS 4.0 application, as restricted to past considers which utilized SPSS. Hypothesis testing comes about show that brand identity contrarily influences the Buy Choice for Skeptics products, Product Quality emphatically impacts the Buy Decision, and Price too incorporates a positive affect on the Buy Choice. The consider recommends that proprietors ought to alter their branding techniques to upgrade brand acknowledgment, develop a more positive notoriety, and cultivate passionate engagement with customers to more successfully impact buy choices in a competitive advertise. The dominant variable for purchasing decision about skeptical produk is product quality,which is 0.154.

This research aims to determine the analysis of increasing customer engagement with brand experience and visual brand communication (survey of Scarlett Whitening users in Tasikmalaya City, West Java). The method used in this research is causality through a survey approach. With a research sample of 100 Scarlett Whitening users in Tasikmalaya City, West Java. The data used is primary data. The analytical tool used in this research is multiple regression using SPSS 26.0. The research results show that the Brand Experience obtained from the Brand Experience of Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Visual Brand Communication at Scarlett Whitening di Kota Tasikmalaya Jawa Barat has good assessment criteria, Customer Engagement for Scarlett Whitening Users in Tasikmalaya City, West Java has good criteria. Together Brand Experience and Visual Brand Communication have a significant influence on Customer Engagement. Partially, Brand Experience has a significant influence on Customer Engagement. Partially, Visual Brand Communication has a positive and significant effect on Customer Engagement.

Customer segmentation plays a pivotal role in driving marketing strategies and improving customer retention across various industries. This study explores the application of the RFM (Recency, Frequency, Monetary) model for customer segmentation in a Software-as-a-Service (SaaS) business, using Python for efficient data processing and analysis. By analyzing one year of customer purchase data, we segmented customers into key groups such as "Champions," "Loyal Customers," and "At Risk." The results highlight that targeted discount strategies significantly affect profitability, especially for high-value customer segments. Furthermore, the research builds upon existing methodologies, demonstrating how Python-based implementations streamline RFM analysis and allow for scalable solutions in business contexts, as illustrated in prior works by Hermawan et al. (2024). This study offers actionable recommendations, including tailored discounting, loyalty programs, and personalized engagement strategies, to enhance customer retention and business profitability. The findings underscore the importance of data-driven marketing approaches for customer segmentation and engagement, reinforcing the relevance of the RFM model in modern business environments.

This study examines the effect of social media marketing on customer-brand engagement in the luxury fashion bags sector in Jakarta. By leveraging the growing importance of social media as a marketing tool, this research aims to understand how various dimensions of social media marketing—entertainment, customization, interaction, electronic word-of-mouth (eWOM), and trendiness—influence customer-brand engagement and self-brand connection. Using a quantitative approach, data was collected through surveys distributed to consumers of luxury fashion bags in Jakarta. The analysis reveals a positive correlation between social media marketing efforts and customer-brand engagement, with self-brand connection acting as a significant mediating factor. The findings highlight the necessity for luxury brands to strategically utilize social media to enhance consumer relationships and engagement, providing practical insights for marketers in optimizing their social media strategies.

Photography has grown rapidly, especially in the wedding photography industry which now requires an effective business promotion strategy. This research aims to identify how business people utilize Instagram as a promotional medium and strengthen Instagram content in Sekawan Stories' wedding photography business promotion strategy. Using a descriptive qualitative method, this study collected data through interviews and virtual ethnographic observations to understand how Sekawan Stories utilizes Instagram as a promotional medium. The results show that Sekawan Stories effectively utilizes various Instagram features, such as Feed, Instastory, Highlight, Video Reels, and Instagram Ads to increase visibility and audience engagement. Their marketing strategies include endorsements with well-known vendors, use of the Answer Question feature, conducting giveaways, and offering discounts at certain moments. Instagram provides a great opportunity for wedding photography businesses to expand their market reach and increase promotional effectiveness. By optimizing their content and marketing strategies on Instagram, Sekawan Stories managed to attract the attention of new customers, increase interaction, and strengthen relationships with existing customers. Overall, Instagram proved to be a highly effective platform in digital marketing strategies in the wedding photography industry.  

The emergence of financial technology (fintech) has brought significant disruption to the conventional banking industry. Fintech offers faster, cheaper and more accessible financial services, which appeal to many customers, especially the younger generation. This study aims to analyse the impact of fintech on the future of conventional banking, with a focus on Bank Mandiri, one of the largest banks in Indonesia. The results show that fintech has a significant impact on various aspects of conventional banking, including: 1) Products and services. Fintech offers innovative and diverse financial products and services that conventional banks cannot access. 2) Distribution channels: Fintechs utilise digital technology to reach customers directly, without the need for physical branches. 3) Business model. Fintech has a more efficient and cost-effective business model compared to conventional banks. 4) Customer engagement. Fintech offers a more personalised and interactive customer experience. Bank Mandiri shows that the bank has taken various strategic steps to face competition with fintech, such as: developing digital services, collaborating with fintech startups, improving operational efficiency. Disputes between fintech consumers and fintech service providers can be resolved through: negotiation, mediation, arbitration, court and legal comparison with default. In addition, we also highlight the need for collaboration between government agencies, industry players, and the tech community to develop a comprehensive and adaptive regulatory framework.

This final project is created to fulfill the graduation requirements for a Bachelor's degree in Digital Marketing at FEB UNPAD. This final project is designed to help Bakso Malang Jezzy increase its sales, which have declined over the past 3 years. The researcher hopes that this project can provide a reference for food and beverage business owners to improve conversion rates using digital marketing strategies. Bakso Malang Jezzy has 18 branches spread across Bekasi City and Bogor Regency. Bakso Malang Jezzy operates differently from other Bakso Malang vendors by using a buffet technique. Additionally, the production house for all Bakso Malang Jezzy branches is centralized at Jl. Payangan Mess. Al, Jatisari, Jatiasih, Bekasi, West Java, which serves as the meat processing and quality control center. The proposed digital marketing strategy includes the use of social media such as TikTok and Instagram, as well as search engine optimization and content marketing to increase visibility and customer engagement. With this strategy, Bakso Malang Jezzy is expected to increase sales conversions and strengthen its market position. The theoretical benefits of this project include contributions to the digital marketing literature, while the practical benefits include increased sales and brand positioning for Bakso Malang Jezzy.

Indonesia as one of the developing countries that Pancasila economic system must utilize new digital technologies to improve its economy, improve its economiy. This research aims to understand the role of e-commerce in improving people’s walfare in the digital era. It explores how the digital economy has impacted the growth of online commerce businesses in Indonesia over the past five years and examines the digital strategies adopted by e-commerce companies to improve  operational efficiency and customer service. Operational efficiency and customer service. The study highlights the contribution of leading platforms such as Shopee and Tokopedia, which are use advanced digital marketing tehcniques, user-friendly interfaces and strong security measures to build trust, and strong security measures to build consumer trust and increase engagement. Financial technology (fintech) also plays an important role in supporting e-commerce by enabling transaction role in supporting e-commerce by enabling secure transactions, efficient transactions, and expanding access to financial services. In summary, the growth of combined internet usage, e-commerce, and fintech in Indonesia highlights the country’s significant strides in developing a dynamic digital economy. The country’s significant strides in developing a vibrant digital economy. These advancement are diving economic growth, enhancing financial inclusion, and transform the shopping experience, thereby improving the overall economic well-being of society as a whole in the digital age    

This study explores the significant role of digital trust and transparency in fostering customer loyalty in online banking services. As the financial sector increasingly shifts towards digital platforms, understanding the dynamics of customer retention becomes crucial for banking institutions. The research adopts a quantitative approach, using a survey questionnaire distributed to over 200 participants with experience in digital banking services. The findings reveal that both digital trust and transparency are pivotal in shaping customer loyalty. Specifically, digital transparency-in areas such as data security, privacy, and operational clarity-was found to have a stronger correlation with customer retention than trust alone. The study emphasizes that transparency not only boosts customer confidence but also strengthens long-term loyalty by reducing perceived risks and uncertainties. Additionally, the research highlights that customer engagement, driven by transparent communication and reliable services, plays a significant role in mediating the relationship between transparency and loyalty. The study further discusses the implications for banking institutions, suggesting that focusing on transparent practices, clear communication about security measures, and data usage can lead to enhanced customer satisfaction and long-term retention. Future research could investigate the impact of cultural differences on digital trust and transparency in banking, as well as explore the role of emerging technologies like blockchain in furthering transparency and trust in financial transactions.

The rapid advancements in technology have increased the demand for more efficient and effective training programs, especially in the technology sector. This study explores the impact of Virtual Reality (VR)-based training programs on employee skill development and job satisfaction, comparing them to traditional training methods. A controlled group experiment was conducted with employees from various departments such as IT, software development, and customer service. Participants were randomly assigned to either a VR-based training program or a traditional training program. Data was collected using pre- and post-training surveys to measure changes in employee skills and job satisfaction, as well as interviews to gather qualitative insights into employee experiences. The results revealed that VR training significantly enhanced employee engagement, skill acquisition, and overall job satisfaction. VR-based training allowed employees to engage in practical, hands-on tasks in a controlled, immersive environment, leading to higher motivation and a greater sense of accomplishment. In comparison, traditional training methods did not yield the same level of improvement in engagement or skill development. The study also identified several challenges associated with implementing VR training, including high initial costs, technical limitations, and the learning curve for employees adapting to VR environments. Despite these challenges, the findings suggest that VR training offers substantial benefits in enhancing employee competencies and job satisfaction. The study concludes with recommendations for integrating VR into employee development strategies, especially in technology industries, and proposes further research to explore the long-term impacts and scalability of VR training across different industries.

In the digital era that continues to develop, digitalization is a crucial aspect for business transformation in various sectors, including the coffee shop industry. This study investigates the influence of digitalization on the coffeeshop business by taking a case study at AADK Malang. This research identifies the challenges and incentives faced by AADK in adopting digital technology, as well as its impact on an inclusive business environment. Through bibliometric analysis and case studies, it was found that digitalization provides significant benefits in the form of increased operational efficiency and expanded customer reach, but also raises challenges such as initial investment costs, data security and system integration. The results of this research are that the challenges faced in implementing digitalization include significant initial investment costs, system integration difficulties, employee training, data security, and changes in organizational culture. However, the drive to adopt inclusive business models through digitalization is also strong, including increased accessibility, better customer engagement, operational process optimization and market expansion    

This study aimed to assess the impact of cognitive involvement, affective involvement, and customer behavioral involvement on online purchase intentions, with customer experience as a mediator on the Shopee application in Medan City. The research included 130 respondents from Medan City, selected using purposive sampling. Data analysis was conducted using the SMARTPLS version 3.0 program, employing Structural Equation Modeling (SEM), measurement models (outer models), structural measurements (inner models), and hypothesis testing. The results indicated that customer cognitive involvement had a positive but insignificant effect on customer experience. Affective and behavioral involvement had a positive and significant effect on customer experience. Both cognitive and behavioral involvement had a positive and significant effect on online purchase intentions, while customer affective involvement had a positive but insignificant effect on online purchase intentions. Furthermore, customer experience had a positive and significant effect on online purchasing intentions. It was found that customer experience was unable to mediate the influence of customer involvement on online purchasing intentions. However, customer experience was able to mediate the influence of affective and behavioral customer involvement on online purchasing intentions. Hence, businesses using the Shopee application can enhance customer engagement and leverage technological advancements to attract purchasing intentions by introducing additional features with creativity and openness.

Customer engagement is a crucial component of successful e-commerce platforms in the digital age, especially in rapidly growing regions like Southeast Asia. This research analyzes engagement strategies used by top e-commerce companies to retain customers and increase brand loyalty. Using a case study approach, data were collected from various platforms, focusing on user experience, loyalty programs, and digital marketing tactics. The findings reveal that personalized marketing and seamless mobile integration play significant roles in customer engagement. The paper concludes with recommendations for e-commerce businesses looking to improve customer interaction and loyalty in competitive digital landscapes.

This study analyzes emerging trends in digital marketing and their impact on consumer engagement. By examining global e-marketing campaigns, the research identifies key strategies such as influencer partnerships, content marketing, and interactive advertisements. Findings reveal that personalization, data-driven insights, and real-time engagement are critical for building lasting customer relationships in the digital age. Despite the potential for higher engagement, challenges like privacy concerns and platform saturation must be addressed to optimize marketing effectiveness.

This study investigates the influence of digital transformation on the growth and competitiveness of small and medium enterprises (SMEs) in emerging economies. Using a mixed-method approach, the research explores how digital tools improve operational efficiency, market access, and customer engagement. Findings highlight that while digital adoption increases profitability, challenges such as technological gaps and regulatory barriers persist. The study offers practical recommendations for policymakers and business owners to enhance digital readiness.

This study aims to analyze the effect of product label perception and product quality on purchasing decisions of UMKM (Micro, Small, and Medium Enterprises) culinary products, with trust acting as an intervening variable in Pasuruan City. The research employs a quantitative approach with a survey method to gather data from culinary product consumers. The study investigates how consumers' perceptions of product labels and the quality of culinary products influence their purchasing decisions. Furthermore, it explores the role of trust in mediating these relationships. The results of this study are expected to provide valuable insights for UMKM businesses in Pasuruan to improve their marketing strategies, product offerings, and customer engagement by focusing on enhancing product labels, product quality, and building trust with consumers.

The popular short video platform TikTok, has emerged as a major player in the global e-commerce landscape. This research aims to understand the role of TikTok in increasing global e-commerce through a literature study. The main aim of this research is to understand how Tik Tok can improve global e-commerce. This research uses a qualitative approach with a literature study method. Data was collected from a variety of sources, including scientific journals, news articles, and industry reports. Data was analyzed using qualitative content analysis techniques. This research found that TikTok can increase global e-commerce through several mechanisms, including: Increasing brand awareness and consumer engagement. Driving impulse purchases and conversions Building community and customer loyalty and Facilitating influencer marketing and brand collaborations TikTok is a powerful tool that businesses can use to scale global e-commerce. Businesses looking to capitalize on TikTok must develop an effective strategy that leverages the power of the platform.