This study aims to examine the effect of green product, green price, green promotion, and green place on customer loyalty, with customer satisfaction as an intervening variable at Cafe Angle Temu in Slawi. The study uses a descriptive quantitative method with Structural Equation Modeling (SEM) analysis assisted by AMOS software. The total number of respondents was 437 customers of Cafe Corner Temu in Slawi. The results indicate that green promotion has a positive effect on customer satisfaction, with a CR value of 6.045 (CR ≥ 1.96) and p = 0.000 (p ≤ 0.05). In contrast, green product does not significantly affect customer satisfaction (CR = -0.505, p = 0.614), green price has no effect (CR = -0.233, p = 0.816), and green place is also not significant (CR = 1.908, p = 0.056). Regarding the path to customer loyalty, green place has a positive effect on customer loyalty (CR = 8.827, p = 0.000). Meanwhile, green product (CR = 0.002; p = 0.998), green price (CR = 1.528; p = 0.126), green promotion (CR = -1.518; p = 0.129), and customer satisfaction (CR = 0.426; p = 0.670) do not show a positive effect on customer loyalty.
The banana chip business in Ledokombo Village, Jember Regency, is one of the sources of livelihood for the local community. However, increasingly fierce business competition has led to a decrease in demand and has an impact on declining turnover of MSME actors. Marketing that is still conventional is one of the factors limiting product reach. This community service activity aims to increase the marketing capacity of MSME actors through digital marketing training. The training was carried out for four weeks with stages: problem analysis, provision of branding and digital marketing materials, assistance in making packaging labels, marketplace accounts (Shopee) and social media (Instagram), as well as monitoring and evaluation. The results of the activity show that MSME actors understand the importance of digital marketing strategies, are able to create "The King" product packaging labels, and have Shopee and Instagram accounts that are actively used for online sales. Business actors are also getting used to operating digital application features that support the marketing process. This activity has a positive impact on increasing product attractiveness and expanding consumer reach. Thus, digital marketing training has proven to be effective as an innovative solution in facing MSME marketing challenges, as well as being a model for local economic empowerment that can be replicated in other regions with similar characteristics.
Used cooking oil is a household waste that may pollute the environment and harm human health if disposed of or reused improperly. This community service program aimed to provide a waste management solution while enhancing the community’s economic skills through training on producing aromatherapy candles from used cooking oil. The implementation method included awareness sessions on the hazards of used cooking oil, technical training using a learning by doing approach, and assistance in production and marketing. A total of 30 participants from the Family Welfare Movement (PKK) took part in the program. The results indicated improved knowledge and skills, the production of approximately 50 aromatherapy candles with lavender, rose, and vanilla scents, and the establishment of a community group committed to continuing independent production. The program contributed positively to the environment by reducing around 15 liters of waste oil per month and created new entrepreneurial opportunities for residents. Therefore, this initiative can serve as a sustainable community empowerment model based on circular economy principles.
This Community Service Program (PKM) was implemented at UMKM Wedang Rempah 3 Putri Sukoharjo with the aim of enhancing competitiveness through the application of e-prospek, strengthening digital marketing, and product diversification into ready-to-drink (RTD) beverages. The program employed mentoring, training, and hands-on practice, engaging UMKM actors actively from the planning stage to implementation. The results show that the use of the e-prospek application successfully expanded market access, digital marketing improved promotional effectiveness, and RTD product diversification attracted modern consumers who value practicality and health benefits. Beyond the economic impact of increased sales, the program fostered digital awareness, local leadership, and community independence. Theoretically, these findings reinforce the literature on the significance of digital transformation and product innovation in community-based MSME empowerment. This program is recommended for sustainable development through enhanced digital literacy, stronger local branding, and multi-stakeholder collaboration to establish an adaptive, innovative, and competitive MSME empowerment model.
This research presents a phenomenological inquiry aimed at deconstructing the conventional marketing paradigm and offering a deeper understanding of alternative practices. It specifically explores the anti-marketing strategy grounded in Islamic values as implemented at Warung Jendil Mbah Yamah, a traditional micro, small, and medium enterprise (MSME) located in Blitar, East Java. Employing a qualitative approach combined with a phenomenological method, the study gathered rich and nuanced data through several techniques, including in-depth interviews with nine carefully selected informants, participatory observation over an extended period, and systematic documentation studies. The thematic data analysis conducted by the researchers revealed that the warung’s anti-marketing strategy rests firmly on three interconnected pillars: (1) a strong reliance on organic word-of-mouth communication rather than paid advertising, (2) the deliberate creation of an authentic, personal, and inclusive customer experience that builds emotional bonds with visitors, and (3) the consistent integration of Islamic ethical values into every aspect of business operations. These findings provide a meaningful theoretical contribution by synthesizing the concepts of anti-marketing and Islamic entrepreneurship into a new model of “authentic marketing,” where ethical and spiritual values serve as the strategic foundation for long-term sustainability. In practical terms, the results offer guidance for the broader development of MSMEs in Indonesia, showing that authenticity, ethical commitment, and adherence to core values can represent a stronger and more sustainable competitive advantage than conventional promotional strategies.
This study aims to examine the influence of word of mouth on buying interest and its impact on the purchase decision of Muzan Net wi-fi services. This study uses three main variables, namely independent variables, bound variables, and intervening variables. The free variable is word of mouth, the bound variable is the purchase decision, while the intervening variable is the buying interest. The research sample consisted of 55 consumer respondents who knew and used the Muzan Net wi-fi service in Sanggrahan Village. Research data was obtained through questionnaires, observations, and interviews, with sampling techniques using the simple random sampling method. Data analysis is carried out through several stages, namely measurement or outer model, structural model or inner model, and hypothesis test. The results of the study show that word of mouth has a positive and significant effect on buying interest. Furthermore, word of mouth also has a positive but not insignificant effect directly on the purchase decision. Meanwhile, buying interest has been proven to have a positive and significant effect on purchase decisions. In addition, buying interest is able to mediate the relationship between word of mouth and purchase decisions, thereby strengthening the role of word of mouth in encouraging consumers to finally make a purchase decision. This research provides practical benefits for companies in maximizing word-of-mouth-based marketing strategies, as well as a reference for future research to develop similar studies with different objects, locations, and variables.
This research was conducted at the Royal Ambarrukmo Hotel Yogyakarta using a qualitative descriptive approach supported by data collection methods in the form of interviews, observations, documentation, and guest reviews. Data analysis was carried out using the Miles & Huberman model as well as data triangulation to ensure the validity of the findings. Based on variables X (influence of local culture) and variable Y (guest satisfaction), this study aims to find out the extent to which the application of local culture can affect the level of guest satisfaction. The results of the study show that local culture is applied through various aspects, including the use of traditional ornaments in hotel interior design, services that prioritize Javanese cultural ethics, and the presentation of regional culinary specialties. This effort is not only a marketing strategy, but also creates a different and memorable experience for guests. According to the management, local culture is an identity as well as an added value that can significantly increase guest satisfaction. Guests feel like they're getting a unique experience that is not only functional, but also emotional. This emotional attachment affects guest loyalty to return, thus having a positive impact on the sustainability of the hotel business. In conclusion, local culture plays an important role as a differentiating factor that improves the quality of service and strengthens the image of Hotel Royal Ambarrukmo Yogyakarta in the midst of fierce competition in the hospitality industry. Thus, the application of local culture can be used as a sustainable strategy to create a competitive advantage.
The company distinguishes itself from other retail stores through its unique approach, particularly in managing minimarkets by adhering to sharia principles in employee management. Ecommerce Reny Swalayan-ku merges traditional self-service elements with modern technology, positioning itself as a platform that facilitates the online purchase of daily necessities. The platform features user-friendly mobile applications and websites designed to streamline transactions, offering a variety of flexible payment options to enhance the shopping experience. Furthermore, goods are delivered using Reny Swalayan-ku own expedition service, with shipping costs calculated based on the distance from the customer's home to the minimarket. This research seeks to examine the impact of Service Quality, Discounts, and the Interactivity of Social Media Marketing on Shoppers’loyalty, with Online Trust serving as an intervening variable among users of Reny Swalayanku in Surabaya. An associative quantitative research methodology was employed, utilizing data gathered via questionnaires distributed to 94 respondents who are users of Reny Swalayan-ku Surabaya. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The findings of the research suggest that Service Quality, Discounts, and the Interactivity of Social Media Marketing have a significant and positive impact on Online Trust. Additionally, Online Trust was determined to exert a positive and significant effect on Shoppers’loyalty. Moreover, both Discount and Social Media Marketing Interactivity directly and positively influence Shoppers’loyalty. In contrast, Service Quality does not demonstrate a significant direct impact on Shoppers’loyalty, indicating that its function may primarily serve as a foundation for establishing trust, which subsequently affects loyalty. These results highlight the critical role of fostering consumer trust through high-quality service, appealing discount promotions, and engaging social media interactions to enhance Shoppers’loyalty within the realm of retail e-commerce.
SQ Florist has been a flower board-making service provider since 2019. Currently, SQ Florist faces several obstacles, including ineffective social media promotions, limited staff training in digital marketing, and a suboptimal flower board production process. Furthermore, revenue recording is still manual, resulting in inefficient financial management. This study aims to expand market reach while improving service quality so that SQ Florist can compete better. The research method used is a qualitative approach with data collection techniques through observation, interviews, documentation, and literature studies. The analysis tool uses the Business Model Canvas, which describes nine business elements including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The analysis results show that SQ Florist's business model is generally quite good, although there are areas for improvement, particularly in building relationships with customers, digital marketing, and product innovation. The use of social media such as Instagram and TikTok must be optimized by presenting promotional content in the form of attractive photos and videos to make online marketing more effective. Additionally, improving supplier relationships and offering differentiated products, such as flower bouquets or cash, can increase customer value. To facilitate decision-making, it is recommended to improve financial record-keeping through the use of digital applications. This step is expected to enable SQ Florist to improve its business sustainability, open more market opportunities, and compete more competitively in the creative services industry. By improving each element of the BMC, it is hoped that business sustainability and competitiveness can be further enhanced.
The international expansion of local brands into global markets is becoming increasingly relevant in the era of globalization. This research analyzes the international market expansion strategy implemented by the Eiger brand, particularly in the context of opening its first retail store in Interlaken, Switzerland. Using a qualitative approach with descriptive-analytical research design, this study examines market penetration strategies, marketing mix implementation, digital brand identity development, and key success factors of Eiger's expansion. The results show that Eiger's success in entering the European premium market was supported by strategic location selection, proper market entry timing, and effective product adaptation for the target market. Comprehensive marketing mix implementation, supported by strong digital communication strategies, played a significant role in building brand presence in the international market. Key success factors include strong internal capabilities, effective network development, and appropriate cultural adaptation strategies. This research provides theoretical contributions to the development of international expansion models for brands from developing countries and provides practical lessons for Indonesian companies planning similar expansions.
The K-Pop music industry has experienced tremendous growth and emerged as a global phenomenon, impacting other sectors, including the souvenir industry. The allegiance of devoted K-Pop enthusiasts significantly influences the purchase of memorabilia associated with their heroes. K-Pop memorabilia serves not merely as commodities, but also as emblems of cultural identity for enthusiasts. Consequently, SMEs involved in souvenir production possess significant potential to enhance the competitiveness of their products in both home and international markets. This study seeks to examine the influence of K-Pop fan devotion on the competitiveness of souvenir products and to identify business strategies that SMEs, like Zonnebloem Souvenir, can implement to compete in the worldwide market. Employing qualitative methodologies alongside the Business Model Canvas (BMC) and SWOT analysis to assess the business model of Zonnebloem Souvenir. Data was collected by observation, interviews, and documentation, then analyzed to formulate a business development strategy. The data indicates that Zonnebloem Souvenir has effectively leveraged K-Pop fan loyalty via product innovation and digital marketing, enabling international marketability. Zonnebloem enhances competitiveness by diversifying distribution channels, elevating product quality, and perpetually innovating in response to the burgeoning K-Pop trends in the global market.
The community service activity carried out with farmer groups in Kelungkung Village, Sumbawa Regency, aims to enhance farmers’ capacity and independence through an innovation-based business approach. The specific objectives of this activity include: (a) developing an innovation-oriented business model to support agricultural product enterprises, (b) strengthening marketing management for competitiveness, (c) improving skills in simple financial management analysis, and (d) providing an understanding of creative thinking methods capable of generating innovations by integrating community needs, technological potential, and business success factors. The methods applied involved training sessions, mentoring, and interactive discussions focusing on business model design, digital financial management practices, and modern marketing strategies. The results of the activity indicate that: (1) partners are able to understand and elaborate on key business components such as customer segments, value propositions, distribution channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures; (2) partners can evaluate their businesses, identify opportunities, and formulate solutions to existing challenges; (3) partners have acquired basic knowledge of digital-based financial management analysis that is simple yet applicable; and (4) partners have developed the capacity to expand their farming enterprises, particularly in the field of digital marketing. Overall, this program has successfully encouraged farmer groups to be more adaptive to technological developments and modern market demands.
This study aims to analyze the influence of Multidimensional Service Quality, Perceived Value, and Customer Relationship Management (CRM) on Customer Satisfaction, with Customer Engagement as a mediating variable at Awal Care Veterinary Clinic in East Jakarta. The research background is driven by a significant decline in patient numbers in 2023 and intense competition in the veterinary healthcare sector. This study employs a quantitative correlational approach using purposive sampling, involving 310 respondents who are clients of the clinic. Data were collected through a questionnaire with a 6-point Likert scale, and analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The results indicate that all independent variables service quality, perceived value, and CRM—have a positive and significant influence on both customer engagement and customer satisfaction. Customer engagement is also found to have a significant impact on customer satisfaction. Furthermore, all indirect relationships through the mediation of customer engagement are significant, indicating that customer engagement serves as an important partial mediator. The R² value of 0.646 demonstrates that the model has strong predictive power for customer satisfaction. These findings highlight the importance of strengthening experience-based strategies and fostering emotional and cognitive connections with customers. This study contributes theoretically to the field of service marketing and provides practical implications for veterinary clinic management in enhancing customer satisfaction and loyalty.
This research aims to determine the influence of Content Marketing, Influencer Marketing, and Customer Engagement on the Purchase Decisions of The Face Shop products on the Shopee marketplace. The study adopts a quantitative method with a simple random sampling technique, involving 113 respondents who are consumers of The Face Shop. Data were collected through structured questionnaires and analyzed using SmartPLS 4 and Microsoft Excel 2019 to test the research model. The results indicate that, simultaneously, Content Marketing, Influencer Marketing, and Customer Engagement significantly affect Purchase Decisions, suggesting that the combined effect of these digital marketing strategies plays a crucial role in shaping consumer behavior on e-commerce platforms. However, partial testing shows a more nuanced result: Content Marketing and Customer Engagement have significant positive effects on Purchase Decisions, whereas Influencer Marketing does not show a significant influence. Among the variables tested, Customer Engagement emerges as the most dominant factor, highlighting the importance of fostering strong interactions and long-term relationships between the brand and its customers. The research model is able to explain 59.9% of the variation in Purchase Decisions, with the remaining percentage likely influenced by other external factors such as brand image, price perception, or marketplace features. These findings provide practical implications for marketers, emphasizing the need to prioritize customer engagement strategies and high-quality content marketing in order to drive purchase decisions in highly competitive online marketplaces.
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Panglipuran Traditional Village in Bali has gained international recognition as one of the cleanest tourist villages in the world and serves as a model for culture-based sustainable tourism. The economic foundation of the village relies heavily on the development of Micro, Small, and Medium Enterprises (MSMEs) rooted in local wisdom, which simultaneously function as drivers of economic growth and instruments of cultural preservation. This study seeks to examine the management practices, marketing strategies, and challenges faced by MSMEs in Panglipuran Village. The research applied qualitative methods, including field observation, in-depth interviews with key stakeholders, documentation review, and descriptive analysis. The findings reveal a strong synergy between customary values and economic activities, reflected in flagship products such as bamboo handicrafts, traditional cuisine, and signature beverages. Success factors include an effective organizational structure, the support of customary institutions, and the ability to adopt adaptive marketing approaches. Nonetheless, several challenges were identified, including limited utilization of digital marketing platforms, constraints in production capacity, and insufficient product innovation to meet the demands of broader markets. Recommendations highlight the importance of strengthening online marketing, diversifying product variations, and expanding cooperative networks both within and beyond the village. Overall, the study underscores the significant potential of culture-based MSMEs to enhance community welfare, increase competitiveness, and ensure the sustainability of local traditions within the dynamics of modern tourism.
Pulau Ketam, a small fishing village in Selangor, Malaysia, faces persistent economic challenges despite its abundance of marine resources and longstanding tradition of herbal knowledge. Limited access to modern markets, dependence on middlemen, and a lack of digital literacy have restricted the community’s ability to fully benefit from its local assets. This study aims to explore the implementation of digital branding strategies as a means of empowering local communities and strengthening the marketing of seafood and herbal products. Employing a community-based participatory approach, the research integrates digital marketing training, brand development workshops, and the establishment of an e-commerce platform tailored to local needs. Data collection was carried out through surveys of 150 local entrepreneurs, focus group discussions with community leaders, and performance metrics analysis over a six-month period. The intervention generated a 65% increase in online sales, a 40% improvement in product visibility, and notable progress in community digital literacy. Findings reveal that structured digital branding programs not only enhance entrepreneurial capacity and market competitiveness but also support the preservation of cultural identity and traditional knowledge systems. This study contributes to the growing body of literature on rural digital transformation by providing empirical evidence that community empowerment through technology adoption can lead to sustainable economic development. The results suggest that similar models can be replicated in other marginalized communities to bridge digital gaps, strengthen local economies, and promote inclusive growth.
This community service program aims to empower UMKM Keripik Wulan 008 in Panimbang Jaya Village through a series of activities focusing on business capacity enhancement. The program was initiated to address challenges faced by the business, such as limited product innovation, lack of branding, insufficient digital marketing strategies, and suboptimal financial management. To overcome these issues, the program adopted a participatory approach consisting of several stages: field observation to identify core problems, training sessions to improve knowledge, workshops for practical application, and direct mentoring to ensure implementation. Key activities included product innovation by introducing new flavor variants and designing more attractive packaging, strengthening brand identity through the creation of professional logos and labels, and expanding marketing reach via social media and marketplace platforms. Additionally, Excel-based financial recording training was provided to simplify cash flow monitoring and basic financial reporting. The team also assisted in preparing a proposal for production equipment support to increase production capacity. Evaluation results demonstrated significant improvements in product quality, stronger brand identity, and more modern and effective marketing strategies. Overall, this program has proven to be effective in enhancing the competitiveness of UMKM Keripik Wulan 008 and is expected to serve as a sustainable empowerment model for small businesses, thereby contributing to local economic development.
The growing demand for organic fertilizers as an alternative to chemical fertilizers is in line with increasing public awareness of environmentally friendly agriculture. Meanwhile, livestock waste, particularly rabbit urine, remains underutilized and is often discarded, despite its high nitrogen, phosphorus, and potassium content and potential as a raw material for liquid organic fertilizer (LOF). This study aims to design and develop a simple technological innovation for processing rabbit urine into economically valuable LOF, offering new business opportunities for local communities. Another objective is to advance bioactivator-based processing technology to produce an effective, marketable, and eco-friendly organic fertilizer that enhances plant growth. The research employed an applied research method with an experimental approach, including collection and processing of rabbit urine, simple production of LOF, effectiveness testing on horticultural crops with local farmers, and analysis of business feasibility and local marketing strategies. The study resulted in a simple bioactivator-based technology for converting rabbit urine into LOF through a fermentation process of more than 14 days, producing fertilizer rich in nitrogen, phosphorus, and potassium. The LOF improved horticultural crop growth by 25–30% compared to control plants. The group business model provides livestock farmers with new business opportunities, achieving profit margins between 40% and 50%. This research produced a replicable technology guide and usable LOF product, contributing to waste reduction and supporting sustainable agriculture through community-based entrepreneurship.
Lake Maninjau specialty food souvenir shop is one of the micro businesses that sells a variety of traditional regional food products. So far, the marketing process and transaction management are still done manually, which causes limited market reach, difficulty in recording sales, and lack of effectiveness in product promotion. This research aims to design a web-based marketing information system to support the sales process, promotion, and data management in a more efficient and integrated manner. The system development method uses the System Development Life Cycle (SDLC) approach of the waterfall model, which includes the planning, needs analysis, system design, implementation, and testing stages. Data collection was conducted through field observations, interviews with business owners, questionnaires to customers, and literature studies related to information systems and digital marketing strategies. The designed information system includes various main features such as product data management, sales transaction recording, automatic sales report generation, social media integration, and product promotion pages. In the marketing aspect, this system allows businesses to display product catalogs online, provide real-time promotional information, and establish direct interaction with customers through contact and ordering features. In addition, the use of this system allows stores to reach a wider market, including potential customers from outside the Lake Maninjau area, through an integrated digital marketing strategy. The implementation results show that this web-based system can increase the effectiveness of product promotion, speed up the transaction process, and improve the quality of customer service. With this system, souvenir shops can compete more competitively in the digital era, as well as strengthen brand image and customer loyalty through more structured and sustainable marketing.