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An appropriate strategy has become a crucial factor for Micro, Small, and Medium Enterprises (MSMEs) in maintaining customer loyalty. This study focuses on analyzing the implementation of marketing communication strategies adopted by Nasi Goreng Barokah Jaya, an MSME located in Cikampek, to retain its loyal customers. This study employed a descriptive qualitative approach based on the 7P Marketing Mix theory developed by Kotler and Keller (2016). Data were collected through in-depth interviews, field observations, and documentation involving the business owner, employees, and loyal customers. The data were subsequently analyzed using the Miles and Huberman interactive model, while data validity was ensured through triangulation. The findings reveal that direct interaction, responsive and friendly service, word-of-mouth promotional activities, and personalized approaches serve as the main pillars in building customer loyalty. Customer loyalty is significantly influenced by product quality, price affordability, service reliability, and the emotional bond established between the business and its customers. These findings confirm that simple yet consistently implemented marketing communication strategies are effective in maintaining a loyal customer base in the culinary MSME sector.

This study aims to analyze the effect of personalized marketing on customer satisfaction and customer retention, as well as to explain the role of customer satisfaction as a mechanism linking marketing personalization to customers’ decision to remain with a brand. The background of this study is based on the increasing use of data-driven marketing strategies, product recommendations, personalized promotions, and digital communication tailored to customer preferences. In an increasingly competitive business environment, companies are required not only to attract new customers but also to retain existing customers through relevant, convenient, and valuable experiences. This study employed a quantitative explanatory approach, with the population consisting of customers who had received personalized marketing from a particular company or brand. The sampling technique used was purposive sampling, with the criteria that respondents had received personalized promotions and had made repeat purchases. The total sample consisted of 110 respondents. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling. The findings show that personalized marketing has a positive and significant effect on customer satisfaction. This indicates that promotions, recommendations, and marketing messages that are relevant to customer needs can create more positive customer experiences. Customer satisfaction is also found to have a positive and significant effect on customer retention, meaning that satisfied customers are more likely to make repeat purchases, continue using products or services, and avoid switching to competitors. In addition, personalized marketing has a direct effect on customer retention, although its effect becomes stronger when mediated by customer satisfaction. The implications of this study emphasize that companies need to develop personalization strategies that are not only data-driven but also relevant, ethical, non-intrusive, and oriented toward customer value. Therefore, personalized marketing can serve as an important strategy for improving customer satisfaction and maintaining long-term customer retention.

The highly competitive healthcare industry in Cirebon poses a significant challenge for Klinik Utama X, especially as a non-BPJS facility. This condition requires a paradigm shift from a provider-centric marketing mix to a patient-centric approach to retain patient loyalty. This study aims to evaluate and formulate the marketing strategy of Klinik Utama X using a comparative 4P (Product, Price, Place, Promotion) and 4C (Customer Solution, Customer Cost, Convenience, Communication) approach based on SWOT analysis. This research used a qualitative descriptive design with purposive sampling, gathering primary and secondary data through in-depth interviews, observations, and document studies. The data were systematically evaluated using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The findings reveal that the clinic is strategically positioned in Quadrant I, with an IFAS score of 2.53 and an EFAS score of 2.60, indicating strong internal capabilities to seize external opportunities. The recommended aggressive growth strategy involves integrating psychiatric and aesthetic services, penetrating the Business-to-Business (B2B) market through corporate medical check-ups, accelerating digitalization via telemedicine and online queuing, and preparing for BPJS accreditation. The managerial implications suggest that the clinic must prioritize resolving internal human resources and strengthening financial record-keeping systems before investing heavily in medical assets, while actively expanding digital convenience and corporate partnerships to secure short-term financial stability.

Patient revisit intention is a key indicator of hospital success in maintaining patient loyalty. In the digital era, the use of digital marketing and the quality of nurse communication play important roles in shaping patients’ perceptions of service quality and their decisions to return. This study aimed to analyze the effect of digital marketing utilization and nurse communication on patient revisit intention, with service quality as an intervening variable at Cabangbungin Regional General Hospital, Bekasi Regency.This research used a quantitative survey design with purposive sampling of outpatient participants. Data were analyzed using index analysis with the three-box method and hypothesis testing through Structural Equation Modeling–Partial Least Squares (SEM–PLS).The findings revealed that digital marketing utilization and nurse communication have a positive and significant effect on both service quality and patient revisit intention. Additionally, service quality was proven to mediate the relationship between digital marketing, nurse communication, and revisit intention. These results highlight the importance of integrating effective digital marketing strategies with empathetic and clear nurse communication to enhance perceived service quality.In conclusion, strengthening digital-based patient engagement, improving communication systems among healthcare professionals, and promoting empathetic service behavior are essential strategies to increase patient loyalty and revisit intention. This study provides practical insights for hospital management in optimizing service quality through digital transformation and communication improvement.

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as the main instrument in building brand awareness. This study uses a qualitative descriptive approach with a field research type (field research). Data collection was carried out through observation, in-depth interviews with six sources (owner, financial manager, social media team, admin, crew, and customers), and documentation of the content of the TikTok account @mtm43surabaya. The results of the study show that: (1) MTMSBY43 implements a digital branding strategy with three main components, namely brand positioning as a social-based one-stop solution, a brand identity that focuses on a human-centered service approach, and a brand personality that reflects the character of local youth who are solution-oriented and socially concerned; (2) MTMSBY43 TikTok content is classified into three pillars, namely humanistic and realistic content (daily vlogs & live documentation), educational and transparent content (service portfolio), and humorous content (entertainment & engagement content) that builds high organic appeal; (3) TikTok acts as a primary growth driver for MTMSBY43's brand awareness through three mechanisms: creating brand recognition through the FYP algorithm, which reaches new audiences; driving brand recall through consistent uploads and a distinctive communication style; and building customer trust and brand loyalty through responsive two-way interactions

This study aims to analyze the marketing strategies of maternal and child healthcare services in hospitals to enhance patient experience, emphasizing a shift from traditional promotional approaches toward the creation of a positive and empathetic patient experience. This research employs a systematic literature review of relevant studies published between 2021 and 2025, with analysis conducted through identification, selection, and thematic synthesis to determine key factors influencing patient satisfaction and loyalty. The findings indicate that the quality of interpersonal interactions and the efficiency of service processes are the primary determinants of patient experience, where factors such as staff empathy, clear communication, reduced waiting times, and well-structured service flows have a greater impact than the technical aspects of medical care. Hospitals should therefore prioritize people- and process-oriented strategies by implementing empathy training, enhancing communication effectiveness, and regularly measuring patient satisfaction, while also integrating digital services, ensuring cost transparency, and developing continuity of care programs to strengthen the patient experience holistically. This study proposes a holistic marketing framework that integrates empathy, efficiency, data-driven personalization, and environmental sustainability, highlighting a shift from a purely clinical orientation to an experiential marketing approach that places human values at the core of a hospital’s competitive advantage.

The healthcare sector is increasingly confronted with a VUCA environment (Volatility, Uncertainty, Complexity, and Ambiguity), requiring hospitals to adopt adaptive, resilient, and innovative strategies. This study aims to systematically review the evidence on smart hospital strategies in responding to uncertainty, particularly in improving service quality, operational efficiency, and patient satisfaction. A systematic literature review was conducted using major academic databases, including Scopus-indexed sources, Google Scholar, and Semantic Scholar, covering publications from 2020 to 2026. Articles were selected based on predefined inclusion criteria focusing on hospital management strategies in dynamic and uncertain environments. A total of 10–15 relevant studies were included and analyzed using thematic synthesis. The findings indicate that key strategies in addressing VUCA challenges include digital transformation (e.g., electronic medical records and telemedicine), adaptive and transformational leadership, agile management approaches, and patient-centered care. Digital technologies significantly improve efficiency and decision-making processes, while agile and adaptive leadership enhances organizational responsiveness and resilience. However, several studies highlight that technological advancement alone is insufficient without integrating humanistic values such as empathy, communication, and trust. In conclusion, the most effective hospital strategies in a VUCA world are those that integrate technological innovation with human-centered care. Hospitals must develop flexible, data-driven, and patient-oriented systems to ensure sustainability and competitiveness in uncertain environments. Future research should focus on longitudinal and experimental designs to strengthen causal evidence and explore the integration of digital systems with humanistic healthcare values.

This Community Service Activity (PKM) aims to strengthen interpersonal communication strategies in increasing donor trust in the Grandma Foundation as a social institution engaged in elderly services. The main problems identified include communication patterns that are not systematic, lack of personalization, and lack of transparency of information, so that it has an impact on the level of trust and loyalty of donors. Through a qualitative-educational-participatory approach, PKM activities are carried out through the delivery of effective communication materials, interpersonal communication simulations, the preparation of donor communication flow standards, and assistance in digital communication practices based on social media and instant messaging. The results of the activity showed a significant increase in the attitude and communication skills of the management, the formation of donor communication operational standards, the improvement of digital communication skills, and the positive response from donors which was reflected in the increase in interaction and trust. These findings confirm that interpersonal communication based on empathy, transparency, and consistency plays an important role in building long-term relationships with donors. Thus, a structured interpersonal communication strategy can be an effective model for philanthropic institutions in managing donor relationships and maintaining the sustainability of social programs.

Personality development is a fundamental aspect in the formation of nursing students as prospective professional nurses, especially in services in the Emergency Unit (ER). The personality of nurses in the ER is reflected in the ability to think critically, effectively communicate, caring attitudes, and professional performance that supports the quality of service. This community service activity aims to increase the knowledge of nursing students about personality development in the ER through educational video media. The method used is health education with a pre-test and post-test design involving 19 nursing students. The results of the activity showed an increase in the average score of student knowledge from 14.58 in the pre-test to 19.16 in the post-test. These findings indicate that educational video media is effective in increasing students' understanding of the role of critical thinking, communication, caring, and performance in the ER. In addition, this activity also contributes to strengthening student readiness to face the challenges of clinical practice in an emergency environment. Thus, the use of video media as an educational means can be an innovative strategy in supporting the personality development of nursing students, as well as strengthening the professional competencies needed in emergency health services.

Rapid global environmental changes, especially due to advances in technology and information, have had a significant impact on various sectors of life, including the health sector. In the context of modern health services, hospitals are no longer just places of healing, but also institutions that are required to provide high-quality services, based on patient safety, and are able to adapt to the dynamics of community needs. This change requires a transformation in human resource management, especially related to the interpersonal and psychosocial competencies of nurses as the spearhead of medical services.Purposes:​ to analyze the effect of effective communication and Assertive Attitude on Nurses' Work Productivity in hospitals, with Work Fatigue as a mediating variable.Methods: This type of research is quantitative, using statistical figures to measure the influence of independent variables on dependent variables. The research design is a cross-sectional study.Results: The results of this study indicate that effective communication, assertiveness, and job fatigue collectively significantly influence nurses' work productivity. Communication and assertiveness positively contribute to job fatigue, which in turn affects productivity. Job fatigue is also shown to be a significant mediator in the relationship between communication and assertiveness on work productivity .Conclusion : The importance of strengthening effective communication as a strategy to increase productivity. Organizations need to design communication systems that support openness, transparency, and clarity of information and culture-based assertiveness training, so that employees can express their opinions appropriately without causing resistance in the team.

This study examines the role of communication in agency services to improve shipowner satisfaction at PT. Gemalindo Sukses Bahari in Dumai. As a company engaged in the field of ship agency, PT. Gemalindo Sukses Bahari has an important responsibility in establishing effective communication with shipowners to ensure smooth operations and satisfactory service. The purpose of this study is to analyze how the communication strategy implemented by the company can affect the level of satisfaction of shipowners, as well as to identify the communication factors that are most influential in building professional and trustworthy working relationships. The research method used is a qualitative approach with research data obtained through interviews, observations, and document reviews. The findings indicate that transparent, responsive, and informative communication between agents and shipowners has a significant influence on increasing customer satisfaction. In addition, the use of appropriate communication media, timeliness in delivering information, and the agent's interpersonal skills are key elements in maintaining harmonious working relationships. This study concludes that effective communication is the main foundation for the success of ship agency services and has a direct impact on shipowner satisfaction and loyalty.

Clean and Healthy Living Behavior (PHBS) is a promotive and preventive effort aimed at improving the level of public health. The Baduy indigenous community in Leuwi Damar, Kanekes Village, Lebak Regency, Banten Province has local wisdom and traditional lifestyles that influence daily health practices. However, limited access to information and health services is a challenge in implementing PHBS optimally. This article aims to describe the implementation of PHBS education in the Baduy Leuwi Damar community and its impact on community knowledge and attitudes. The method used is a descriptive approach with educational activities through counseling, discussion and simple demonstrations adapted to local culture. Educational material includes personal hygiene, clean water management, environmental sanitation, and healthy living behavior in daily life. The results of the activity showed an increase in public understanding regarding the importance of personal and environmental hygiene, as well as the emergence of a positive attitude towards implementing PHBS without eliminating the traditional values adhered to. PHBS education carried out using a simple cultural and communication approach is considered effective in increasing the health awareness of the Baduy community. Therefore, health education programs based on local wisdom need to continue to be developed as a strategy to improve the health of indigenous communities. .(Riset Kesehatan Dasar,2019).

This Community Service Program (Pengabdian kepada Masyarakat/PKM) aims to develop the communication strategy of Grandma Foundation through a corporate storytelling approach to enhance public awareness of its social programs. The main challenge faced by the foundation is the limited communication strategy, which has predominantly focused on informative reporting and has not yet effectively built emotional engagement with the public. The program employed interactive lectures, storytelling workshops, digital content production simulations, and mentoring and evaluation sessions. The results indicate a significant improvement in the foundation’s internal capacity to produce human-centered, authentic, and impact-oriented narratives. The implementation of corporate storytelling led to more consistent, emotionally engaging, and effective communication content, particularly through digital media. The discussion highlights that storytelling plays a strategic role in building public trust, strengthening organizational identity, and increasing public engagement. This program concludes that corporate storytelling is a relevant and effective communication strategy for nonprofit organizations to expand social impact and ensure the sustainability of their programs.

The development of the retail sector, especially with the rise of modern retail and franchise minimarkets, encourages small-scale retail businesses to adapt through effective marketing strategies. This study aims to analyze the implementation of retail promotion management at Toko SRC Satria and its role in increasing consumer buying interest and loyalty. Using a qualitative approach with a descriptive method, data was collected through observations, in-depth interviews, and documentation with the store owner and consumers. The results show that Toko SRC Satria has implemented a planned retail promotion management strategy, even on a small scale, including neat product arrangement, attractive display usage, discounts, bundled offers, and intense direct communication between the store owner and consumers. The application of these strategies creates a comfortable shopping experience and increases consumer interest in making purchases. This study also shows that retail promotion management contributes to increasing buying interest, as seen in the stable frequency of visits and the tendency for repeat purchases. A personal approach and friendly service are important factors in building consumer loyalty. The implications of this study suggest that simple yet targeted retail promotion management can enhance competitiveness and support the sustainability of businesses amid fierce competition.

The digital era continues to evolve and bring innovation and change to various industries. Through digital transformation and strategies needed to overcome obstacles in the digital era, organizations can adapt and change. To achieve their goals, MSMEs must implement efficient marketing techniques in their operations. This community service method uses the PAR (Participatory Action Research) technique. This is in line with the conditions of the partner, Dwikora Village, which has human resources that are well known to both village officials and residents. The results found that due to a lack of understanding of digital marketing communication management procedures, they were unfamiliar with digital marketing techniques, different social media platforms, or how to measure their effectiveness. The Community Service Team conveyed their understanding of the importance of digital marketing communication in improving the knowledge and skills of residents as an effort to improve their marketing communication skills. This was because many residents, especially mothers, did not understand how to use digital marketing to promote their MSMEs. The team formed a content creation team or digital marketing communication managers, socialized the value of digital marketing communication to the sub-district residents in improving their knowledge and skills, and implemented a digital marketing communication message management strategy on Instagram. After these activities, partners can create interesting and relevant content that suits the interests of the target audience in Dwikora Village, namely its residents.

The development of Islamic banking in Indonesia faces challenges in attracting customers, especially younger generations who are more familiar with digital technology. Digital marketing has become an important strategy for reaching a wider market segment through social media, websites, and mobile applications. This study uses a literature review method to analyze the effectiveness of digital marketing in increasing customer interest in Islamic banking. The results of the study show that educational, interactive, and transparent digital marketing can increase customer awareness, trust, and emotional attachment to Islamic products. The factors for the success of this strategy include content quality, ease of access to digital services, content segmentation according to customer profiles, and multichannel communication integration. However, the effectiveness of digital marketing is still limited by the scarcity of educational content, human resource capacity, and the level of digital literacy among the public. This study concludes that optimizing creative, personalized, and educational digital marketing strategies is key for Islamic banking to increase customer interest and loyalty.

The development of digital technology has changed the paradigm of MSME businesses, including in building brand image. This study analyzes strategies for enhancing brand image through digital business at Ayam Celup Juaro’s MSMEs in Medan City. The research method uses a qualitative approach with a case study design. Data were collected through in-depth interviews, participatory observation, and documentation studies. The results show that multi-platform digital integration (Instagram, TikTok, WhatsApp) is effective in building brand image. Instagram serves as a medium for visual representation of the brand, TikTok as a driver for acquiring new customers through viral content, and WhatsApp as a means of personal communication to maintain customer loyalty. The key factors for success are content consistency and timely service. The main obstacles faced are budget constraints and challenges in maintaining content consistency. This research provides practical contributions for SMEs in developing integrated digital strategies to enhance brand image in the era of the 4th Industrial Revolution.

This research aims to throughly explore the differentiation strategy model implemented by the small-medium enterprise (SME) grocery store of  "Yussandi Komunika," in integrating digital transaction services such as prepaid credits, electricity tokens, and e-wallet top-ups, as an effort to create a competitive advantage. The background of the problem is driven by the highly competitive conditions in densely populated areas, where traditional grocery stores are compelled to transform in order to maintain their business relevance.Digital service innovation, presented through an adaptive and user-focused platform, has proven to be a core competency that is difficult to imitate and rare, simultaneously providing a sustainable competitive advantage. This innovation not only addresses the challenges of densely populated conditions but also establishes a new standard for efficiency and customer experience in a competitive market.The effective differentiation model for multi-service grocery stores in highly competitive areas is not solely based on price, but rather on a combination of services and the quality of interpersonal service. The store transforms into a "mini service point" offering one-stop shopping convenience for customers. The main differentiation strategies identified include: (1) Core Service Differentiation (offering comprehensive PPOB (Payment Point Online Banking) services and e-wallet balance availability), (2) Personnel Differentiation (quality of communication and speed of friendly service), and (3) Image Differentiation (creating a perception as a trustworthy and modern store).  

This study confirms that brand trust and product involvement have an important role in increasing brand engagement among Kamen RareBali consumers. The analysis results show that brand trust has a significant positive effect, meaning that the higher the level of consumer trust in the brand, the greater their involvement with the brand, both through interactions on social media and product purchases. This is in line with the theory that trust in the brand is an important foundation in building loyalty and long-term relationships with consumers. Meanwhile, product involvement also shows a significant positive effect, indicating that consumers who feel more involved, interested, or care about the product tend to be more active in brand engagement . These findings indicate that Kamen RareBali needs a strategy that emphasizes improving consumer experience with the product, including through educational content, interactive promotions, and personalized services. Simultaneously, these two variables explain 63.1% of the variation in brand engagement , implying that other factors such as service quality, shopping experience, and communication strategy also influence consumer engagement. The practical implication is that companies should focus on building brand trust through positive reputation, testimonials, and transparency, as well as increasing product engagement through emotional experiences and meaningful interactions.

Compliance with local tax and retribution payments plays a crucial role in increasing Regional Own-Source Revenue (PAD). However, low fiscal literacy and limited effectiveness of existing socialization programs remain major obstacles to achieving optimal revenue targets. This community service program aims to enhance the knowledge and capacity of officers at the Regional Revenue Agency (Bapenda) of Southeast Sulawesi Province in implementing more effective, persuasive, and adaptive socialization strategies. The methods used include direct observation, interviews, document analysis, material presentation, and interactive discussions. The results indicate that the socialization activities improved officers' understanding of tax literacy concepts, fiscal communication, and technology-based educational strategies. Additionally, the findings reveal that low public literacy, limited use of digital media, and varying public perceptions of fiscal transparency significantly influence taxpayer compliance. This program produced practical educational materials and strategic recommendations that can be sustainably implemented by Bapenda. Overall, the activity contributes positively to strengthening the agency’s internal capacity and refining socialization strategies to enhance taxpayer compliance and support optimal local revenue collection.