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The development of value-added corn-based beverages representation an emerging opportunity within the agribusiness sector, particularly for student-led entrepreneurial initiatives seeking to utilize local agricultural resources. This study examines consumer perceptions of Zeagrain corn milk, a sweet-corn-derived drink positioned as a healthy, practical, and affordable alternative within the ready-to-drink market segment. The research aims to identify key attributes influencing consumer interest, evaluate perceived product performance, and assess the potential competitiveness of Zeagrain as a new agribusiness product. Data were collected using an online quantitative survey targeting respondents aged 17–35 years who represent potential urban consumers. The questionnaire measured demographic characteristics, consumption patterns of similar beverages, perceived importance and performance of product attributes, and purchase intention. The findings are expected to provide insights into consumer expectations regarding taste, packaging, nutritional value, and price. The results further serve as empirical input for improving product development strategies and enhancing the market readiness of Zeagrain. Ultimately, this study contributes to strengthening the commercialization prospects of corn-based beverages and supports innovation efforts among young agripreneurs seeking to optimize local commodities.  

Cone is a type of biscuit in wafer qualification that is cone-shaped and used as an ice cream holder. Cone is usually made from wheat flour with the addition of other ingredients as supporting ingredients. Research on making ice cream cones is still rarely done, especially making ice cream cones using red sorghum flour and Eucheuma cottonii puree. This study aims to determine the chemical, physical, and organoleptic characteristics of ice cream cones that are high in fiber and protein, and preferred by consumers. The research used a two-factor factorial completely randomized design (CRD), namely the ratio of wheat flour: red sorghum flour ((90:10), (80:20), (70:30)) and the addition of Eucheuma cottonii seaweed puree/100ml water (5%, 10%, 15%). The results showed that the best treatment was found in the treatment of the ratio of wheat flour: red sorghum flour (80: 20) and the percentage of Eucheuma cottonii puree 10% with fiber content of 4.14% and protein content of 9.73% and organoleptic tests with the results of color 3.53 (neutral), taste 4.23 (like), aroma 3.83 (neutral-like), texture 3.63 (neutral-like), overall liking 4.20 (like). Red sorghum flour ice cream cone and seaweed puree (Eucheuma cottonii) can provide an alternative in increasing food products that are high in protein and fiber.

The development of the automotive industry, especially automatic motorcycles in Indonesia, is increasingly rapid and triggers fierce competition between manufacturers, including Piaggio with the Vespa Matic LX product which has a unique design, elegant image, and different characteristics from other automatic motorcycles. This study aims to analyze the influence of price perception, promotion, product quality, lifestyle, and brand image on the interest in buying Vespa Matic LX in people in Tegal City. The research approach uses quantitative methods with survey techniques. The study population is the people of Tegal City who use or own a Vespa Matic LX, and because the population is unknown, the sample determination uses the Lemeshow formula so that 100 respondents were obtained. Data analysis included instrument tests, classical assumption tests, and multiple linear regressions with the help of IBM SPSS Statistics 22. The results showed that all variables—price perception, promotion, product quality, lifestyle, and brand image—had a positive and significant effect on purchase interest. These findings confirm that the management of the right marketing strategy in terms of price, promotion, quality, lifestyle, and brand image can increase consumer interest in the Vespa Matic LX. This research provides important implications for companies in formulating marketing strategies that are more effective and oriented to consumer needs.

The principle of freedom of contract is a fundamental concept in civil law that provides parties with the autonomy to form, determine the content of, and implement an agreement. However, the development of information and communication technology has brought about the phenomenon of the digital economy, which has transformed patterns of contractual relationships, particularly through electronic contracts. The characteristics of digital contracts uniform, instantaneous, and generally expressed in standard clauses raise the question of the extent to which the principle of freedom of contract remains relevant. This article aims to analyze the concept of freedom of contract in civil law, its application in the digital economy, and to assess its relevance in addressing contemporary legal challenges. The research employs a normative juridical method with statutory, conceptual, and comparative approaches. The findings indicate that the principle of freedom of contract continues to hold relevance, but its application cannot be understood in absolute terms. In the digital context, the principle requires reinterpretation by taking into account contractual justice and consumer protection.

This study aims to understand the meaning of halal lifestyle for Generation Z Muslim consumers in East Java through a phenomenological approach. In recent years, the concept of halal lifestyle is no longer limited to food and beverage consumption, but has expanded to include fashion, skincare, digital services, and even social media interactions. Generation Z, as digital natives, interprets halal not only as a religious rule, but also as an identity, a social trend, and a form of self-actualization. This study integrates the results of previous empirical studies that show that halal awareness, religious education, marketing strategies, and the influence of public figures play a significant role in shaping halal behavior among the younger generation. The results of the literature review indicate that Generation Z in East Java experiences complex dynamics in adopting a halal lifestyle, ranging from identity dilemmas, ethical challenges, to the influence of local culture. This phenomenological study confirms that halal lifestyle is a multidimensional phenomenon influenced by spiritual values, consumption rationality, and digital interactions. These findings are expected to provide a conceptual contribution to the study of Muslim consumer behavior and form the basis for developing a halal industry that is more adaptive to the characteristics of the younger generation..

This study aims to analyze the relationship between online shopping activities and personal financial management among university students in Indonesia. The background of this research lies in the increasing digitalization of daily consumption, which has encouraged students to engage more actively in e-commerce transactions. Using a quantitative correlational design, data were collected from 100 undergraduate students through an online questionnaire based on Likert-scale indicators. The independent variables consist of buyer characteristics (age, gender, and income sources) and online shopping activities (frequency, spending amount, and shopping motivation). Meanwhile, personal financial management is measured through financial planning and spending control. The findings show that students demonstrate very high levels of online shopping activity and acknowledge the strong influence of demographic factors on their consumption behavior. Descriptive analysis also indicates high scores for financial planning and spending control, although intensive online shopping remains a potential risk to financial stability. The implications of this study highlight the need to strengthen financial literacy among students to help them develop healthier budgeting habits and reduce impulsive buying driven by digital platforms. This research is expected to contribute to the understanding of digital consumer behavior and support the development of financial education programs for young adults.

The purpose of this study is to analyse the comparison of sensory characteristics between original putu ayu cake and a variant with a 25% substitution of kale leaf flour. The substitution of kale leaf flour is expected to serve as a natural alternative for coloring while also improving the cake's nutritional value. This research utilized a quantitative experimental approach, involving organoleptic testing with 62 panelists from the Brangsong Baru Housing. The panelists evaluated four sensory aspects: aroma, color, taste, and texture. The results from the organoleptic tests showed that substituting kale leaf flour positively influenced the aroma of the putu ayu cake without compromising its texture. However, the color and taste still require improvements to enhance the overall consumer acceptance of the cake. These findings highlight the potential of kale leaf flour as a functional ingredient in traditional cakes, offering a healthier alternative while maintaining the sensory qualities that consumers expect.

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 study aims to analyze the effectiveness of online and offline marketing strategies in increasing used car sales at Yuna Mobil Showroom Rantau Prapat. The research background is based on the rapid development of information technology and digitalization, which encourage businesses to combine conventional and digital marketing strategies to reach a wider range of consumers. This research employed a descriptive qualitative method with data collection techniques including observation, in-depth interviews, documentation, and triangulation. The results indicate that online marketing plays a significant role in building brand awareness, expanding market reach, and providing fast and efficient access to information through social media, marketplaces, and instant messaging applications. However, this strategy has not been fully effective in converting consumer interest into actual purchase decisions, as customers still require direct product experience. Conversely, offline marketing is proven to be more effective at the decision-making stage due to direct interaction, test drives, and higher consumer trust in the actual condition of used cars. Therefore, the effectiveness of marketing will be optimized if online and offline strategies are implemented in an integrated and complementary manner. This study provides practical contributions for automotive business players in designing marketing strategies aligned with local consumer characteristics, as well as academic contributions to the development of marketing management studies in the digital era.

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.

This study aims to determine the effect of brand association, brand awareness, and brand loyalty on brand equity. The background of this research is the increasing competition in the smartphone industry, where leading brands are competing to capture consumer attention, particularly Generation Z, who have unique characteristics in using technology. Generation Z is a group that is highly engaged with digital development, quick in accessing information, and critical in making brand choices. Therefore, understanding the factors that influence brand equity among this generation is essential, especially for Samsung as the research object. This research is categorized as quantitative with a descriptive-verificative approach. The population in this study consisted of Samsung smartphone consumers from Generation Z in Nias City. Data were collected using questionnaires designed to measure the independent variables, namely brand association, brand awareness, and brand loyalty, as well as the dependent variable, brand equity. The sampling technique applied was non-probability sampling with a purposive sampling approach, where respondents were selected based on specific criteria. The total sample obtained was 100 respondents. The collected data were analyzed using SPSS version 22. The analysis was conducted to examine the partial effect of each independent variable on the dependent variable. The findings indicate that brand association, brand awareness, and brand loyalty each have a significant partial effect on brand equity. These results suggest that the stronger the brand associations held by consumers, the higher their awareness of Samsung as a brand, and the greater their loyalty, the stronger the brand equity will be among Generation Z. The implications of this study highlight the importance for companies to strengthen brand-based marketing strategies by emphasizing emotional value, enhancing brand exposure, and maintaining consumer loyalty. Such efforts will enable Samsung to sustain its competitive position in the increasingly dynamic smartphone market.

Local food such as chayote (Sechium edule) has great potential as a healthy and environmentally friendly product that can support food security and improve the economic value of local communities. The innovation of processing chayote, particularly into jam, not only helps reduce agricultural waste but also opens up promising new market opportunities. This study applied an experimental design to produce chayote jam with variations in the use of granulated sugar, glucose, and the addition of mint leaves to enhance flavor. The production stages included grating fresh chayote, cooking until the water content was reduced, adding sugar and pectin to achieve a thick and stable texture, and finally packaging the product in sterilized glass jars. An organoleptic test was conducted with 32 panelists to evaluate the color, aroma, taste, texture, and overall acceptability of the product. The results indicated that jam dominated by granulated sugar (Sample A) gained the highest level of preference, with an overall acceptance of 81%. In contrast, jam made with full glucose substitution (Sample C) received the lowest score of 66%. Generally, chayote jam had a natural green color, distinctive aroma, and thick texture that were well accepted by consumers. The main factors determining jam quality were cooking techniques, the balance of thickening agents, and the proper combination of ingredients. Therefore, chayote jam has the potential to become an innovative, healthy, and value-added local food product. Support in the form of training, technology application, and promotional strategies is essential to strengthen its competitiveness, improve farmers’ welfare, and enhance food diversification based on Indonesia’s local resources.

In today's digital era, photography has been widely applied in various industrial fields and plays a crucial role in attracting consumer attention. Photography has evolved into several disciplines, including landscape photography, wedding photography, street photography, photojournalism, and product photography. Product photography is a high-quality photograph taken to showcase and explain the characteristics and details of a product or service. It not only serves as a representation of the product being offered but also serves as an effective marketing strategy. This applies to the culinary industry, particularly in cakes and food products, where product photography is essential to attract consumers' attention and enhance brand identity. In the case of Dee's Kitchen, the business owner believes that providing good store reviews and creating a positive image for the brand require the influence of influencers. According to an interview with the owner, there is a recognition that their current social media presence on Instagram could be enhanced to reach more potential customers. Therefore, there is a need for Dee's Kitchen to develop its Instagram profile further, making it more diverse and innovative in showcasing its products. This can be achieved by using visually appealing product photos, collaborating with influencers, and engaging with a broader audience through creative marketing strategies. Strengthening the online presence through well-curated photography and social media engagement could help Dee's Kitchen attract new customers, build brand loyalty, and ultimately boost business growth.

The use of medicinal plants as herbal beverages has long been a part of Indonesian culture. However, the less preferred taste and aroma are obstacles to consumer acceptance. Cat's Whiskers leaves (Orthosiphon aristatus) are known to contain bioactive compounds that act as antioxidants, while Key Lime leaves (Citrus aurantifolia) have a fresh aroma and functional properties that can enhance flavor and health benefits. This study aims to evaluate the effect of adding Key Lime leaves (Citrus aurantifolia) on the chemical characteristics, sensory properties, and effectiveness of brewed Cat's Whiskers (Orthosiphon aristatus) leaf beverages.Five formulations with varying concentrations of Key Lime leaves (0%, 5%, 10%, 15%, and 20%) were tested based on the parameters of moisture content, ash content, pH, solubility, antioxidant activity, and organoleptic tests including color, aroma, taste, and texture. The results showed that the addition of Key Lime leaves significantly improved the chemical quality and sensory acceptability, with the best formulation obtained in treatment P4 (20% Key Lime leaves + 15g Cat's Whiskers), which provided an optimal balance between stability, nutritional content, and organoleptic quality. The addition of Key Lime leaves is recommended as an innovation in the development of functional herbal beverages based on Cat's Whiskers.

Purple sweet potato yogurt is a form of local food innovation made from milk fermented by lactic acid bacteria (LAB), with the addition of purple sweet potato paste to enhance flavor and color, thereby increasing consumer appeal. During fermentation, LAB require carbon derived from carbohydrates as an energy source for their metabolism and growth. Differences in carbon sources are expected to influence and produce distinct yogurt characteristics. Therefore, this study aimed to investigate the effect of various carbon sources on the characteristics of purple sweet potato yogurt. The experiment was conducted using a Randomized Block Design (RBD) with a single treatment factor: the type of carbon source. Six treatments were tested, namely: no sugar (control), granulated sugar, palm sugar, sugarcane juice, coconut sugar, and honey. The results indicated that different carbon sources caused variations in total dissolved solids, total lactic acid bacteria, total titratable acidity, and total reducing sugars. Carbon sources significantly affected titratable acidity, reducing sugar content, total dissolved solids, color, taste, and the overall sensory evaluation of purple sweet potato yogurt. The yogurt produced exhibited titratable acidity values ranging from 1.69% to 1.86%, reducing sugar content from 1.11% to 1.46%, total LAB counts from 0.28 to 89.50 × 10¹0 CFU/g, and total dissolved solids from 10.25 to 17.75 °Brix. Sensory evaluation scores ranged as follows: color preference 2.83–4.26 (dislike to like), texture 3.43–3.76 (like), aroma 3.53–3.70 (like), taste 2.67–3.70 (dislike to like), and overall acceptability 3.43–3.90 (like).

Taro flour (Colocasia esculenta L. Schott) is a local food ingredient with significant potential to be developed as an alternative carbohydrate source. Its high starch content, dietary fiber, and functional properties make taro flour a promising candidate for use in various food formulations. Moreover, the widespread availability of taro in tropical regions supports its sustainable utilization. However, the development and application of taro flour face several challenges, such as high levels of antinutritional compounds (particularly oxalates), variability in characteristics among cultivars, limited processing technology, and low consumer acceptance. Therefore, innovation in processing techniques is needed, including pre-treatment methods to reduce antinutrient content, starch modification to enhance functionality, and composite formulation with other food ingredients to expand product applications. This article aims to establish a comprehensive conceptual framework for the innovative development of taro flour, focusing on processing technology, functional value, and commercialization potential. Through this approach, the development of taro-based products is expected to increase added value, support local food diversification, and strengthen national food security.

This study aims to determine the implementation and evaluation results of the marketing strategy for bakery and pastry products sold in the lobby lounge of Hotel Fairfield By Marriott Surabaya. This study used a combined qualitative and quantitative approach to obtain a more comprehensive picture. Data collection techniques were conducted through direct observation at the research location and interviews with relevant parties. Furthermore, data analysis was also strengthened by distributing a Likert-based questionnaire to three main respondents: the F&B Manager, the Daily Worker Pastry, and the Marketing Team. This mixed-method approach allowed the researcher to capture both numerical evaluation and in-depth qualitative insights. The results showed that the product strategy has been running quite well, especially in terms of quality and implemented work procedures. However, there are still weaknesses in the innovation aspect, as the products do not yet have distinctive characteristics that can serve as a key differentiator from competitors. In other words, the bakery and pastry products still lack a unique selling point that could strengthen brand identity. In terms of pricing strategy, the hotel uses a premium pricing system, which is considered appropriate for the image of a four-star hotel. However, this approach is still not flexible enough to optimally reach consumers outside the hotel. The promotional strategy is considered to have been implemented quite well, especially through bundling packages and the use of social media. However, existing promotions have not been implemented consistently and tend to be unstructured. Consistent promotion is essential to maintaining customer engagement and building long-term brand awareness. Meanwhile, the location strategy is considered quite effective because products are displayed in areas easily accessible to hotel guests. However, opportunities through digital distribution channels, such as online bookings, have not been maximized. Expanding digital distribution channels could significantly increase market reach and sales performance.

Tempoyak is a traditional fermented product derived from the flesh of durian fruit (Durio zibethinus) that has undergone a spontaneous fermentation process. This product is very popular in various regions in Indonesia, especially in Sumatra and Kalimantan, and is usually consumed as a cooking spice or side dish. The fermentation process primarily involves the activity of lactic acid bacteria (LAB), a group of microorganisms capable of converting acidic sugars into lactate. LAB plays an important role in forming the distinctive taste of tempoyak, lowering pH, inhibiting the growth of pathogenic microbes, and potentially providing health benefits for consumers. This study aims to isolate and characterize LAB from tempoyak using a microbiological approach. Tempoyak samples were taken from traditional markets, then isolated using MRS agar measurement media. Characterization was carried out through observation of colony morphology, Gram staining, and biochemical tests such as catalase and fermentation of various types of sugars (glucose, sucrose, and maltose). The isolation results showed that all isolates had the typical LAB characteristics, namely Gram-positive, catalase-negative, and rod- and coccus-shaped. The different sugar fermentation abilities indicate species diversity, with the suspected dominant genera being Lactobacillus, Streptococcus, Enterococcus, and Lactococcus. Furthermore, several isolates demonstrated antibacterial activity against Escherichia coli, indicating the potential use of LAB from tempoyak as a probiotic or natural preservative in the food industry. The decrease in pH from 6.2 to 3.6 during the fermentation process also confirmed the metabolic activity of LAB in acid-producing lactate. These findings open up opportunities for utilizing local LAB from tempoyak as functional agents in the development of safe, healthy, and economically valuable fermented food products. Thus, tempoyak not only has cultural value but also has significant scientific and commercial potential.

This study aims to analyze the effect of grated carrot addition on muffin quality, including aspects of shape, color, aroma, texture, and taste. Muffins are a popular bakery product due to their soft texture and varied flavors, which can be enhanced by the addition of nutritious ingredients such as carrots. Carrots are rich in vitamin A, fiber, and beta-carotene which can improve the nutritional value as well as the sensory characteristics of muffins. This study used an experimental method with a completely randomized design (CRD) and four treatments (0%, 10%, 20%, and 30% grated carrot substitution) with three replications. Sensory quality tests and hedonic tests were conducted with untrained panelists, and data were analyzed using one-way ANOVA. The results showed that muffins with 20% grated carrot substitution had the best scores in terms of shape and aroma, while 30% substitution produced the best color, texture, and taste in the sensory quality test. The hedonic test showed that 20% substitution was most preferred for shape and color, while 30% substitution was preferred for aroma, texture, and taste. Furthermore, the addition of grated carrots to muffins not only improves the organoleptic quality but also provides additional beneficial nutritional content, such as vitamin A and fiber. This study concluded that the addition of grated carrots can improve the overall quality of muffins and recommends using a 30% substitution for optimal results, as it can enhance the aroma, taste, and texture that consumers prefer without reducing the overall quality of the muffins.

Bekasam is a traditional Indonesian fermented product made from tilapia (Oreochromis niloticus) through a spontaneous fermentation process with the addition of rice and salt. This fermentation process encourages the growth of various microorganisms, especially bacteria, which play a role in the formation of flavor, aroma, and natural preservation of the product. This study aims to observe the microbiological characteristics of bekasam tilapia through colony observation on agar media and microscopic staining using crystal violet and safranin. Macroscopic observations showed the presence of microbial colonies that were round, cloudy white, with a smooth surface and even edges. These colony characteristics indicate good microbial growth on agar media. Microscopically, the bacteria observed in bekasam samples had an irregular distribution, forming aggregates that absorbed intense purple and pink colors. Crystal violet staining gave a purple color to gram-positive bacteria, while safranin gave a pink color to gram-negative bacteria. These findings indicate that bekasam contains an active microbial community that plays a role in the fermentation process. This microbial community can be observed visually through simple staining that provides an overview of the types of bacteria involved in the fermentation process. Microbiological analysis such as this is crucial for understanding the fermentation dynamics of traditional food products like bekasam. Thus, this study provides deeper insight into the microorganisms involved in bekasam production, as well as the importance of monitoring microbiological quality in the manufacturing process of traditional fermented products. Furthermore, the diversity of microbes involved in bekasam fermentation can affect product quality and consistency. Therefore, monitoring the dominant bacterial species during the fermentation process is crucial for maintaining bekasam quality, including its taste, texture, and safety for consumers.