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This study aims to explore the implementation of unity-based marketing management in enhancing consumer loyalty among university students at the Seblak Bujangan culinary microenterprise. As one of the local SMEs located near Sultan Ageng Tirtayasa University, Seblak Bujangan integrates the value of unity—derived from the Third Principle of Pancasila—into its marketing strategy, not only to attract customers but also to create a social space that strengthens community bonds. The research employs a descriptive qualitative method involving interviews, observations, and documentation to gain a deep understanding of marketing practices and their social implications. Findings reveal that Seblak Bujangan has successfully transformed from a simple food stall into a social hub for students by combining friendly service, a comfortable atmosphere, and creative digital marketing such as Instagram and TikTok promotions. The sense of togetherness and inclusivity fosters strong emotional attachment, leading to customer loyalty manifested through repeat visits and positive word-of-mouth. The study concludes that marketing strategies grounded in social and national values can enhance consumer engagement while contributing to social harmony. This approach provides new insights into value-based marketing for SMEs, showing that economic and social functions can coexist to create sustainable consumer relationships.

The implementation of Supply Chain Management (SCM) makes many businesses manage information, goods, services and money as good as possible so they can provide fast and high-quality services to customers. Therefore, this study aims to implement SCM in Kopi Bintang Salatiga SMEs to decrease production costs, increase revenue, improve operational efficiency and establish good relationships with customers. This study discusses the SCM process and the added value in Kopi Bintang Salatiga SMEs so in the future Kopi Bintang Salatiga SMEs can have good risk management and increase added value. The data was collected through literature study and interviewing the owner of Kopi Bintang Salatiga SMEs. This study found that weather, natural disasters, fires and coffee pests are the factors with the highest risk in the SCM process of Kopi Bintang Salatiga SMEs. The added value of farmers & post-harvest coffee processors of Kopi Bintang Salatiga Kopi Bintang Salatiga SMEs is already quite high at 99%, while at grade I coffee sales is 71% and grade II is 47% it appears that coffee with grade II has lower added value, so it is needing accuracy of coffee processing at farmers & post-harvest coffee processors so the grade I coffee product is increased.

Marketing management is a planning process. implementing target market control and acquiring, retaining and growing customers through creating, delivering and communicating superior customer value. The aim of this research is to understand consumer needs and behavior, as well as analyze the market environment, increase consumer awareness and recognition of MSME products or services, increase the ability of MSMEs to compete in the market by developing innovative and effective marketing strategies. As for marketing strategies that can help develop MSME businesses and manage wise financial management, strategies can also be described using a SWOT analysis.

This study aims to analyze the service management strategies implemented by PT Gojek Indonesia to enhance customer satisfaction. Using a qualitative approach based on literature review, the research explores the relationship between service quality, service diversification, and technological innovation in shaping customer experiences. The findings reveal that service management strategies, such as quick booking features, real-time tracking, and digital payment solutions via GoPay, significantly influence customer satisfaction. Service variations like Go-Ride, Go-Car, and Go-Food enable Gojek to meet diverse customer needs, while a focus on reliability and security assurance fosters user loyalty. The study highlights the importance of continuous innovation and quality improvement to maintain Gojek's competitive position in the online transportation service market.

The aim of this research is to discuss innovation in marketing management of village Micro, Small and Medium Enterprises through social customer relationship management (SCRM), digitalization and technological guidance assistance. The method used is a systematic literature review method. Systematic literature reviews are used for the process of identifying, evaluating and interpreting research results relevant to research objectives that include research questions, topic areas and related phenomena. One of the main reasons for conducting qualitative research is because the research is exploratory in nature. Based on the discussion above, it can be concluded that social customer relationship management is defined as a business philosophy and strategy, supported by technology platforms, business rules, processes and social characteristics, which are designed to involve customers in collaborative conversations to deliver mutually beneficial value in a trusted and transparent business environment. Micro, small and medium enterprises need to maintain good relationships with customers and increase their loyalty through knowledge and fulfilling customer needs quickly and precisely. One of the keys for micro, small and medium enterprises to survive in today's competitive business world is through business digitalization, where micro, small and medium enterprises can take advantage of this to develop business performance. Government policy in the form of technical guidance training in the form of training for micro, small and medium enterprises is expected to strengthen the relationship between entrepreneurial marketing and marketing performance.

This research aims to analyze the influence of promotions and customer experience on purchasing decisions with ratings as an intervening variable among Lazada marketplace users among BP 22 UPI "YPTK" Padang management students. The method used is Structural Equation Modeling (SEM) with SmartPLS based on data collected through questionnaires from 100 respondents. The research results show that a). promotion has a positive and significant effect on ratings, b). customer experience has a positive and significant effect on ratings, c). Promotion has a positive and insignificant effect on purchasing decisions. d). customer experience has a positive and significant effect on purchasing decisions, e). ratings have a positive and significant effect on purchasing decisions, f) ratings are able to mediate the relationship between promotions and purchasing decisions. g) ratings are able to mediate the relationship between customer experience and purchasing decisions..

This paper develops a research model to examine the relationshipamong e-service quality, quality customer problem management, customersatisfaction and customer loyalty. Data from a survey of Bukalapakcustomers were used to test the research model. Confirmatory factoranalysis was conducted to examine the reliability and validity of themeasurement model, and the structural equation modelling technique wasused to test the research model. The analytical results showed that thedimensions of e-service quality, quality customer problem management,affect overall customer satisfaction and customer loyalty. Moreover, thelatter in turn are significantly related to customer customer loyalty.