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This study conducts a Systematic Literature Review (SLR) of 20 empirical and conceptual articles published between 2020 and 2025 to examine the influence of city branding on tourism interest and consumer behavior, with a particular focus on the city of Balikpapan. The synthesis reveals that city branding significantly shapes tourist perceptions through key elements such as destination image, brand identity, brand personality, and digital communication. Destination image consistently emerges as the primary mediator linking city branding to visit intention, while experiential and emotional branding further strengthen tourists’ cognitive, affective, and behavioral responses. The findings also highlight the growing importance of digital media and e-WOM in amplifying city branding strategies, especially in the post-pandemic tourism landscape. Despite strong branding potential rooted in cleanliness, safety, and Balikpapan’s strategic role as a supporting city for the new capital (IKN), gaps remain in digital branding, differentiation, and identity storytelling. The review emphasizes the need for more integrated, innovative, and data-driven branding approaches to enhance the city’s competitiveness and attract greater tourism engagement.

Digital transformation in the Industry 4.0 era has accelerated changes in consumer behavior and intensified competition in online markets. Under heterogeneous and increasingly saturated conditions, mass-marketing approaches become less effective, making niche market strategies more relevant as a path to differentiation. This article aims to formulate a systematic framework for independently building a niche market in the digital era through a synthesis of academic literature and a practical social-media case. The study uses a conceptual literature review integrating niche marketing theory, niche success characteristics, and social media marketing dynamics. The review indicates that effective niche market development follows sequential stages: (1) identifying specific market needs/problems, (2) designing a relevant product/service solution, (3) sharpening the target into a clearly defined niche, (4) formulating a unique selling point (USP) and value proposition, (5) conducting small-scale validation through a portfolio/MVP, (6) executing social media marketing, (7) maintaining consistent content and digital branding, and (8) performing continuous adaptive evaluation. The @foodish_mks case reinforces that content consistency and social-media utilization act as key mechanisms linking digital marketing intensity to niche success. This article contributes a cross-sector niche-building roadmap aligned with algorithmic, community-based digital platforms, and proposes a testable hypothesis model (H1–H6) for future empirical validation.

This community service program aims to strengthen local economic resilience through digital marketing assistance and packaging design innovation at Pokdarwis Bahari, Pulorejo Village, Mojokerto City. The intervention was designed in stages, including socialization, needs identification (FGD), training, practice/implementation, continuous mentoring, and evaluation. The program focused on strengthening production management (application of modern dryers and vacuum sealers), building digital marketing skills (creating and managing TikTok, Instagram, Facebook accounts, and online shops on Shopee and Tokopedia under the Pokdarwis Bahari brand), and redesigning packaging for kelor-based products (noodles, cakes, kelor sticks) to enhance product differentiation. The results showed significant improvements in members’ capacities: drying time reduced drastically from 2 days to 2 hours, the establishment of active digital accounts and official online stores, and the development of new packaging that is more informative and brand-identified. The direct impact was reflected in increased production efficiency, improved product image, and wider market reach—demonstrating a tangible contribution to local economic resilience and the sustainability of Pokdarwis businesses. Program recommendations include scaling up production technology, advanced training in digital marketing, and strengthening distribution networks to ensure long-term benefits.

The large number of fashion brands in Indonesia opens up opportunities for competition to create purchasing decisions. In the competitive world of fashion clothing, product quality and differentiation are the main keys in influencing consumer purchasing decisions. Kalula.Outfit must face pressure from GBS_Clothes and Maryam Outlet which offer more exclusive and innovative designs. This study aims to determine the Promotion, Location, and Service Quality Partially and Simultaneously on Purchasing Decisions of Kalula.Outfit consumers in West Jakarta. This type of research is quantitative. The technique for determining the population uses non-probability sampling. The population in this study is not known with certainty. Sampling uses the lemeshow formula. The sample used in this study was 97 respondents, with the accidental sampling questionnaire distribution method. In this study, the data were analyzed using the SPSS version 25 program and Microsoft Excel 2019. The results show that Promotion, Location, and Service Quality partially and simultaneously influence purchasing decisions.

This study aims to analyze the influence of Customer Experience and sales promotions on repurchase intention of Nivea Men consumers in Medan City. The background of the study is based on the increasing competition in the men's skincare industry which demands effective marketing strategies to maintain consumer loyalty. The research method uses a quantitative approach with an associative research type. The research sample consisted of 96 respondents determined by purposive sampling technique. The results showed that Customer Experience has a positive and significant effect on repurchase intention, with the Sense indicator as the dominant factor. Sales promotions also proved to have a positive and significant effect, with promotion quality as the most influential indicator. Simultaneously, both variables have a significant effect on repurchase intention, with Exploratory Interest as the highest indicator, which confirms that positive experiences and quality promotions can encourage consumers to make repeat purchases while exploring other products from the same brand. The implications of this study emphasize the importance of strengthening the Relate dimension in Customer Experience, consistent promotion frequency at strategic moments, and product differentiation to strengthen consumer preferences.

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.

This study examines the influence of product quality, service quality, and word of mouth on purchase decisions at DNA Spot Café Surakarta, based on 100 randomly selected respondents. Multiple linear regression analysis shows that service quality and word of mouth have a positive and significant effect, while product quality is not significant. The coefficient of determination of 61.3% indicates that the independent variables explain most of the variation in purchase decisions, contributing to marketing management research in the café industry. The results highlight the crucial role of service quality in shaping customer perceptions and driving decision-making in the café industry. High-quality service fosters positive customer experiences, which, in turn, encourage repeat visits and enhance loyalty. Additionally, the significant influence of word of mouth underscores the importance of social interactions and customer recommendations in the decision-making process, especially in a service-based business like a café, where personal experiences are often shared and valued among peer groups. Conversely, the insignificance of product quality suggests that while product standards are important, they may not be the primary driver of purchase decisions at DNA Spot Café. This indicates that customers may prioritize the overall experience, atmosphere, and peer recommendations over product differentiation when choosing where to dine or spend leisure time. These findings contribute to the body of marketing management research, particularly in the context of the café industry, by emphasizing the strategic importance of service excellence and customer engagement strategies to enhance brand reputation and influence consumer behavior. Future research could explore additional factors such as pricing, promotional strategies, and customer loyalty programs to provide a more comprehensive understanding of purchase decision dynamics.

The shift in lifestyle patterns, particularly in urban areas, has driven rapid growth in the fast food industry in Indonesia. Many franchise businesses are chosen by the public because they offer proven systems that reduce the risk of failure. This study aims to analyze and examine the market expansion strategies implemented by fast food franchise brand owners in Indonesia. The focus of this study is a descriptive qualitative approach with case studies of several local and international fast food franchises. The methods used in this study include in-depth interviews, observation, and documentation to gather relevant data on the strategies employed. Successful franchises are influenced by several key factors, including strong brand equity, clear operational standards, and support systems provided by the franchiser to franchisees. Furthermore, the ability to adapt to local tastes is also an essential aspect in the success of expanding fast food franchises in Indonesia. The study also reveals that the utilization of digital media, selection of strategic locations, and partnerships with food delivery services are major drivers of market expansion strategies. The results of this study emphasize that fast food franchises looking to grow further need to implement product differentiation strategies to remain competitive in an increasingly crowded market. Product innovation is key for franchises to stay relevant and stand out from other brands. Additionally, continuous mentoring and evaluation of franchise partners are critical for ensuring sustainable and mutually beneficial collaborations. Overall, applying the right strategies and ensuring sustainability will ensure the success and broader market expansion of fast food franchises in Indonesia.

This study examines the potential for digital branding transformation of Mitra Havana Sulung Mandiri, a construction service company in East Java, through the utilization of TikTok as a promotional platform. Using observations and interviews, the research identified strong visual content opportunities from the company’s activities, such as documenting construction progress, showcasing before-and-after project visuals, and sharing client testimonials. These elements offer significant storytelling potential for engaging online audiences. However, several internal barriers hinder optimal implementation. These include limited digital literacy among staff, inadequate content creation tools, and the absence of standardized procedures for producing and publishing content. Externally, skepticism toward social media marketing in the construction sector and the unpredictability of TikTok’s algorithm also create challenges. Thematic analysis revealed three primary needs: maximizing existing visual assets to create compelling narratives, enhancing internal capacity through targeted digital training, and developing a culture that supports continuous digital engagement. To address these, the study proposes an initial strategy involving educational content, behind-the-scenes videos, and a clear content production guide. In addition, it suggests forming a dedicated social media team, running a 30-day continuous content campaign, and collaborating with local creators to expand reach. These recommendations align with existing literature on the role of short-form video in increasing brand awareness, credibility, and trust in service-oriented industries. By integrating strategic content planning, capacity building, and consistent online engagement, construction SMEs can position themselves competitively in the evolving digital marketplace. The case of Mitra Havana Sulung Mandiri demonstrates that even in traditionally offline industries, leveraging TikTok can offer a pathway toward brand differentiation and long-term audience growth.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

The development of culinary tourism in Indonesia is growing rapidly. Various new types of food, new menus with new names, and new ways of serving food continue to emerge. Mie Gacoan is one of Indonesia's original culinary delights, with a variety of unique menus and names. Mie Gacoan has become one of the most popular spicy noodle products in Indonesia. This study aims to analyze the competitive advantage strategies of Mie Gacoan in Indonesia. The research was conducted using a qualitative descriptive approach. Data collection was carried out through in-depth interviews, digital observations, and documentation. The results of the study indicate that Mie Gacoan's success in attracting and retaining customers amid intense culinary business competition is driven by several key factors, including product differentiation through variations in spicy noodle menus with adjustable levels of spiciness, creative menu names, and continuous product innovation, which serve as the main attractions for consumers. Effective digital marketing strategies through social media, competitive pricing, operational efficiency in service, and strong branding also significantly contribute to Mie Gacoan's competitive advantage. To maintain its position in the market, Mie Gacoan must continue to innovate, adapt to consumer trends, and leverage customer data to enhance overall satisfaction. As a result, Mie Gacoan has successfully established a strong foundation for sustainable growth in Indonesia's culinary industry.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.

Business rivalry compels business owners to continuously seek effective strategies to maintain their market position. This challenge is also faced by Rumah Kepiting Sari, which strives to survive amidst competition by leveraging brand trust and price differentiation. This study aims to determine and analyze the influence of brand trust and price on consumer purchasing decisions. The research employs a quantitative approach using a non-probability sampling technique. Data were collected through questionnaires distributed to 100 respondents who had made a purchase decision at Rumah Kepiting Sari. The data were analyzed using multiple linear regression and hypothesis testing. The findings reveal that the brand trust variable has a significant positive effect on purchasing decisions, whereas the price variable does not significantly influence consumer purchasing behavior. However, when considered simultaneously, brand trust and price together have a significant effect on purchasing decisions. The coefficient of determination (R²) obtained in this study is 0.397, indicating that 39.7% of the variance in purchasing decisions can be explained by brand trust and price, while the remaining 60.3% is influenced by other factors not examined in this research. These results suggest that building and maintaining consumer trust in the brand is more impactful in influencing purchasing behavior compared to price considerations. Therefore, it is recommended that Rumah Kepiting Sari continues to enhance brand trust through consistent service quality, product reliability, and strong customer engagement, while also evaluating pricing strategies to remain competitive. Strengthening these aspects will contribute to long-term customer loyalty and sustainability in a competitive business environment.

This study aims to analyze in depth the role of corporate communication strategies in enhancing customer satisfaction and maintaining product quality at Labbaik Chicken, a company operating in the fast food industry. In the context of the digital era and the Fourth Industrial Revolution, effective communication strategies are crucial for strengthening brand image and maintaining competitiveness in an increasingly dynamic market. Corporate communication serves not only as a tool for delivering information but also as a bridge to build long-term relationships with customers. This research employs a qualitative approach through literature review to explore relevant communication theories and link them to factors that influence customer satisfaction and product quality. The findings reveal that good, transparent, and responsive communication from the company can enhance customer trust, foster loyalty, and create a positive customer experience. Furthermore, consistent product quality that aligns with customer expectations—in terms of taste, presentation, and service—has a significant impact on customer satisfaction and purchasing decisions. Therefore, companies need to implement integrated communication strategies alongside product quality management to create added value and differentiation in the market. The conclusion of this study highlights that an appropriate corporate communication strategy is one of the key factors in increasing customer satisfaction and strengthening the company’s position and reputation in the competitive fast food industry.