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This study applies a quantitative approach with a survey method as a data collection technique. Research data were obtained by distributing questionnaires to respondents who were the subjects of the study, namely small and medium enterprises (SMEs) engaged in shell craft in the coastal areas of Surabaya. The influence of digitalization and competitiveness on increasing income from digitalization was measured through the use of social media, e-commerce platforms, and the use of information technology in business activities. Meanwhile, the competitiveness variable was measured based on product quality, innovation, price, and marketing capabilities. Digitalization has a positive effect on increasing income for small and medium enterprises (SMEs) engaged in shell craft. The use of digital media has been proven to be able to expand the market and increase sales volume. In addition, competitiveness also affects income, where innovation is the main factor that drives increased sales value. Simultaneously, digitalization and competitiveness contribute significantly to increasing income for small and medium enterprises (SMEs). Support for related institutions and business actors in digital literacy, product innovation, and sustainable marketing strategies is needed to strengthen competitiveness and improve the welfare of coastal communities.

Small-scale fishers and aquaculture producers in Grobogan Regency face a dual challenge: weak bargaining power within traditional marketing structures and growing pressures on fisheries resources at the regional level. On the one hand, long distribution chains and dependence on intermediaries limit market access and price transparency. On the other hand, stock pressures in the Java Sea create supply uncertainty and income instability. This study aims to analyze the role of marketing digitalization in strengthening the economic resilience of small-scale producers in Grobogan and to propose an integrative framework linking technology-driven distribution with resource sustainability. The study adopts a qualitative case-study design, drawing on secondary data from official statistics (including BPS publications and the 2023 Agricultural Census for the fisheries subsector), as well as relevant scholarly literature and policy documents. Data are analyzed using descriptive-qualitative and thematic approaches to map business structures, value chains, and the opportunities and constraints of digital adoption. The findings indicate that marketing digitalization can shorten supply chains, enhance price transparency, and expand market access for small-scale producers. However, its effectiveness depends on human capital readiness, supporting infrastructure particularly cold-chain and logistics and stronger local institutions. Without integration with sustainable resource management, expanded market access may incentivize production intensification and increase ecological pressure. The novelty of this paper lies in proposing an integrative framework that combines the digital economy dimension with the ecological dimension within the local context of Grobogan to inform sustainable small-scale fisheries empowerment strategies.

This study aims to analyze the role of online sales in maintaining the financial stability of Micro, Small, and Medium Enterprises (MSMEs) in West Sumatra, Indonesia. The increasing adoption of digital channels, such as marketplaces, social media, messaging applications, live selling, and digital payment systems, has transformed online sales into not only marketing tools but also mechanisms that may affect cash flow continuity and business sustainability. Despite their growing importance, empirical evidence regarding the contribution of online sales to MSME financial stability remains limited. This study employs a quantitative explanatory research design. The population consists of MSME owners in West Sumatra who utilize online sales, while purposive sampling was used to select respondents who had engaged in online selling for at least one year and maintained cash flow records. Data were collected from 102 respondents through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that online sales have a positive and significant effect on financial stability, with a path coefficient of 0.632, a t-value of 9.214, and a p-value below 0.001. These results indicate that effective use of online sales enhances cash flow continuity, income regularity, working capital adequacy, and financial resilience. However, the benefits depend on disciplined management of digital costs, discounts, platform fees, shipping expenses, product returns, and cash flow records. This study contributes to MSME digitalization literature by highlighting online sales as a strategic instrument for strengthening financial stability rather than merely a marketing channel.

The rapid development of digital technology and changes in consumer behavior require Micro, Small, and Medium Enterprises (MSMEs) to adapt in marketing and service aspects. Rumah Makan Padang Sari Bundo, a culinary MSME located in Pasir Gadung, Cikupa, faced several problems, including limited use of social media, underutilization of digital platforms such as Google Maps, and the absence of cashless payment systems. This community service activity aimed to improve business competitiveness through the digitalization of marketing and services. The method applied was the PDCA (Plan-Do-Check-Act) approach, consisting of planning, implementation, evaluation, and follow-up stages. The implementation included creating Instagram and WhatsApp Business accounts, optimizing Google Maps, and applying the QRIS digital payment system. The results showed increased business visibility, easier customer access to information, and improved transaction convenience through cashless payments. Furthermore, digitalization enabled the MSME to become more adaptive to technological developments and modern consumer needs. Therefore, digital transformation at Rumah Makan Padang Sari Bundo represents an important step in supporting business sustainability and improving competitiveness in the digital era.

This community service activity aims to improve the digital marketing capabilities of the ASAA Arpik snack MSME through the digitization of content on various digital platforms. The activity partner is the ASAA Arpik MSME owned by Siti Zulaikah located in Sukosari, Gondanglegi, Malang. The main problems faced by the partner include low marketing reach, the absence of a structured digital content ecosystem, suboptimal utilization of WhatsApp Business, the unavailability of a website and Google Business Profile, and the suboptimal use of Instagram, Facebook, TikTok Shop, and marketplaces as promotional and sales media. The implementation method is carried out through mentoring, training, and implementation of digital marketing strategies that include optimizing WhatsApp Business, creating a free Google Business Profile and website, developing a social media content strategy, developing TikTok Shop and marketplaces, and preparing a 30-day digital content calendar. In addition, an evaluation was conducted based on digital indicators such as the number of customer interactions, content reach, and increased sales potential. The results of the activity show that content digitization can improve the digital marketing readiness of MSMEs, strengthen brand identity, expand promotional reach, and increase opportunities for interaction and transactions with customers. This assistance is expected to help ASAA Arpik build a more integrated, consistent, and sustainable digital marketing system so that it can increase the competitiveness of MSMEs in the digital economy era.

This community service program aims to increase the digitalization capacity of the "Ali Serba Alat" MSME by strengthening Branding and Online marketing aspects. The main problems faced by partners include weak brand identity, limited use of digital media, and suboptimal Online platform-based marketing strategies. The activity implementation method uses a participatory approach with the stages of problem identification, program planning, training, mentoring, and evaluation. Activities carried out include creating a digital store presence in the form of a Google Map, logo and visual identity of the business, optimizing social media and marketplace accounts, compiling digital promotional content, and training in digital-based marketing strategies. The results of the activity show an increase in partners' understanding of the importance of Branding, improved skills in managing digital media, and increased business visibility on Online platforms. In addition, there was an increase in consumer interaction and sales potential after the implementation of the digital marketing strategy. This program is expected to become a model for sustainable mentoring in supporting the digital transformation of MSMEs to increase competitiveness in the digital economy era.

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.

This paper examines the shift in the economic paradigm in Indonesia through digitalization, driven by the Fourth Industrial Revolution and the transition towards Society 5.0. The people's economy based on SMEs faces significant new challenges and opportunities in this era. Using a literature approach and case studies, this article highlights how information technology plays a role not only as a marketing tool but also as an instrument to strengthen economic sovereignty in accordance with the mandate of Article 33 of the 1945 Constitution. The findings indicate that the success of digital transformation depends on the synergy between supportive government policies, private sector innovation, and the adaptability of SME actors. In facing global challenges, the proposed strategy includes strengthening digital literacy for all levels of society and protecting the domestic market from the influx of foreign products that could threaten the sustainability of SMEs. This is crucial to ensure the future resilience of the national economy while also promoting the sustainable growth of the SME sector. Thus, digitalization is not only an efficiency solution but also a key factor in reinforcing Indonesia's people-based economy in the globalization era.

According to Law No. 20 of 2008, micro enterprises in Indonesia are defined as businesses owned by individuals or sole proprietorships meeting specific asset and turnover criteria. Aneka Keripik Mama Uni, an micro enterprise that has operated for 10 years in Fakfak Regency, yet it still face challenges such as weak branding and limited distribution channels. This community service project aims to provide recommendations and implement effective branding strategies to support the partner's business development. The results demonstrate a significant branding transformation through the rebranding of the business to Camilan Baye. The strategy implementation encompasses the development of five core components: brand identity, brand image, brand personality, brand positioning, and brand elements. Specifically, the program produced modern and informative packaging designs for five product variants Garlic Peanuts, Hidden Peanuts, Fried Spicy Taro, Banana Chips, and Garlic Sticks complete with the Indonesian Halal logo, "100% Indonesia" labels, and clear contact information. Furthermore, marketing reach was expanded through Facebook social media optimization and the creation of offline promotional media in the form of standing banners. The implementation of this activity has successfully enhanced the partner's knowledge, skills, and capabilities in visual trend-based product design and marketing digitalization to support business sustainability in a competitive market.

This study aims to explore and understand the experiences of Madurese salt farmers in utilizing digitalization as a strategy to increase income. The method used in this study is a qualitative method with a phenomenological approach, focusing on the subjective experiences of farmers in dealing with and interpreting the use of digital technology. The results of this study indicate that the understanding and utilization of digitalization among Madurese salt farmers is still in its early stages. Some farmers still view digital technology as a social communication tool, while others are beginning to utilize it for marketing, accessing price information, and making economic decisions. The use of WhatsApp and Facebook helps expand markets, improve bargaining power, and open up opportunities for increasing income, although it has not been implemented consistently and in a structured manner. However, the benefits of digitalization have not been felt evenly due to differences in digital literacy, age, experience, and limited internet network infrastructure. These findings are expected to provide a basis for the government and stakeholders to design digital literacy training and online marketing assistance to optimize and equitably utilize technology among farmers.

Digital transformation has brought fundamental changes to the structure and dynamics of modern industrial economics. Technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), and big data not only modify production and distribution processes but also revolutionize marketing strategies and patterns of industrial competition. This study is motivated by the need to understand how digital marketing transformation influences the development of competitive advantage through changes in digital market structure from an industrial economics perspective. In this context, digital marketing functions as a strategic instrument that integrates technology, data, and consumer behavior into market mechanisms. The analysis shows that digitalization creates a network-based market structure characterized by the concentration of economic power in major digital platforms and dominance in data control. This structure affects the intensity of competition, the direction of innovation, and patterns of industry differentiation. Digital marketing transformation enhances efficiency, expands market access, and lowers entry barriers for new players, yet it also creates competitive imbalances due to the dominance of large platforms.Through a digital Structure–Conduct–Performance (SCP) approach, the study finds that market structure acts as an intermediary variable that channels the impact of digitalization on competitive advantage. Digitalization significantly promotes industrial efficiency, innovation, and profitability. Proposed strategic solutions include strengthening digital literacy, developing adaptive regulations, and fostering cross-sector collaboration to create an inclusive, competitive, and sustainable digital industrial ecosystem

The development of digital technology has encouraged micro, small, and medium enterprises (MSMEs), particularly in the culinary sector, to adapt by utilizing online applications as a strategy to increase competitiveness. This community service activity aims to improve the understanding and capabilities of business owners at Kedai Jajanan Zahira in Surabaya in utilizing online applications as a marketing and sales tool. The method used in this study is Participatory Action Research (PAR), an approach that actively involves business actors in every stage of the process. These stages include problem identification, planning, implementation, and evaluation. Data collection techniques were carried out through interviews and direct observation to obtain a realistic picture of business conditions. The results of the activity showed an increase in business owners' understanding of the importance of digitalization, improved skills in using food delivery applications and social media, and increased market reach and interaction with consumers. In addition, the use of online applications also contributed to increased operational efficiency, such as more systematic order management and transaction recording. Overall, mentoring in the use of online applications has proven effective in increasing the competitiveness of culinary businesses. This activity has a positive impact not only on increasing sales, but also on business sustainability through increased digital literacy and the ability to adapt to technological developments. Therefore, ongoing mentoring is needed so that business actors can consistently optimize the use of digital technology in developing their businesses.

Micro, Small, and Medium Enterprises (MSMEs) are one of the key pillars of the rural economy, including in Karangkuten Village. Although they exist in significant numbers and possess considerable economic potential, most rural MSMEs still face various limitations in the marketing aspect, particularly in utilizing rapidly developing digital media. This Community Service Program (KKN) of the Faculty of Economics aims to support the digitalization process of MSMEs through the creation of engaging promotional videos integrated with the official website of Karangkuten Village. The implementation method of this program includes stages of socialization for MSME actors, video recording in six hamlets, a systematic editing process, as well as uploading and handing over the results to the village government. The results of the activity indicate that this program successfully produced MSME promotional video content that is not only engaging and informative but also suitable for publication on the village website as a digital promotional medium. In addition to increasing the visibility and branding of MSMEs, this program also contributes to strengthening the image of Karangkuten Village as a culinary village and a center for innovative creative MSMEs. This program is expected to provide long-term impacts in improving the competitiveness of MSMEs and encouraging sustainable and inclusive rural economic growth.

Micro, Small, and Medium Enterprises (MSMEs) constitute the backbone of Indonesia's national economy, contributing approximately 61% of GDP and absorbing 97% of the total workforce; however, the majority of MSME actors, particularly in eastern Indonesia, continue to face structural barriers in digital technology adoption and capital access that constrain optimal business performance. This study aims to analyze the partial and simultaneous effects of marketing digitalization and business capital on MSME performance in Ambon City. A quantitative approach with associative-causal design was employed, involving 30 respondents selected through purposive sampling from active MSME operators in Ambon City. Data were collected via a five-point Likert scale questionnaire and analyzed using multiple linear regression with IBM SPSS version 26, preceded by validity, reliability, and classical assumption tests. Results demonstrate that marketing digitalization exerts a positive and significant partial effect on MSME performance (t = 8.060; sig. = 0.000; β = 1.061), establishing it as the most dominant predictor in the model. Conversely, business capital shows no significant partial effect (t = 0.746; sig. = 0.462), attributable to the homogeneity of capital access among MSME actors in archipelagic regions. Simultaneously, both variables significantly influence MSME performance (F = 287.070; sig. = 0.000), with an exceptionally high R Square of 0.955, indicating that 95.5% of performance variance is collectively explained by the two predictors. These findings underscore the critical role of digital marketing capabilities over financial resources alone in archipelagic contexts. It is recommended that the Ambon City Government integrate digital marketing literacy training programs synergistically with inclusive financing schemes to comprehensively strengthen MSME competitiveness across the Maluku archipelago.

This community service activity aimed to enhance the economic competitiveness of rural communities through inventive entrepreneurship methods. The program was implemented in Batu Putih Village, Mallawa District, Maros Regency, involving 25 participants consisting of MSME actors, housewives, and youth organization members. It was designed as a community empowerment program based on local potential and integrated with digital technology. A participatory approach was applied by involving participants in identifying local resources, exploring business opportunities, developing business ideas, and implementing marketing strategies. The activity stages included mapping local economic potentials, providing entrepreneurship training focused on creativity and innovation, assisting business digitalization through social media and online marketplaces, and evaluating participants’ capacity improvement. Participants were also introduced to basic business management, product packaging, and digital marketing strategies to strengthen product competitiveness. The results showed a significant increase in participants’ entrepreneurial understanding and skills, as reflected in the improvement of test scores from 48% in the pre-test to 87% in the post-test. In addition, 70% of participants successfully developed new products based on local potential, while 60% were able to market their products online. Three new businesses were also established by utilizing local resources sustainably. Overall, inventive entrepreneurship methods proved effective in increasing creativity, productivity, and economic independence among rural communities.

The development of digital technology has brought significant changes to product marketing and advertising patterns, particularly through social media platforms such as Instagram, which enable the rapid and wide dissemination of information. On the one hand, digitalization provides opportunities for business actors to promote their products in a more creative and interactive way. On the other hand, it also creates the potential for advertisements that may mislead consumers. In practice, there are still business actors who promote products that do not correspond to their actual conditions. Such misinformation can cause losses and raise issues related to consumer rights and the responsibilities of business actors. This study also analyzes dispute resolution related to misleading advertisements on social media. The method used is doctrinal legal research with a statutory approach (statute approach) and a case approach. The results of the study indicate that there are still advertising business actors who neglect consumers’ rights to truthful information about product conditions, and who fail to fulfill their obligations of good faith, providing accurate and honest information, and complying with standards stipulated in laws and regulations. Therefore, it is necessary to strengthen supervision of the implementation of advertising ethics and enforce stricter law enforcement so that consumer rights can be protected and advertising practices on social media can be carried out responsibly.

This study aims to analyze the effectiveness of Rengginang MSME registration on Google Maps as a strategy to strengthen the economy in Pahang Village, Babata Village. The background of the research shows that most MSMEs still rely on conventional marketing so that business visibility is relatively low. With a qualitative case study approach, this study explores the experience of the owner of Rengginang Azam MSMEs, Mrs. Siti, who registered her business location on Google Maps. The results of the study show that digitalization through Google Maps has a positive impact in the form of increasing accessibility and reach for customers, especially from outside the village. Location registration allows customers to find more complete information about products and locations, increasing the number of visits to the store. The real impact felt is an increase in sales and profits without additional promotional costs. This study concludes that the use of Google Maps as a digital promotional medium is an effective strategy in strengthening the competitiveness of MSMEs in the digital era. In addition, this finding confirms the importance of digital literacy for MSME actors to utilize technology as a means of business development and strengthening the local economy.

Digitalization is an effort to utilize digital-based technology to transform previously conventional work systems into more efficient and effective ones, including in the management of micro, small, and medium enterprises (MSMEs). This study aims to apply digitalization to corn-based coffe MSMEs in Talang Balai Baru 1 Village, Tanjung Raja District, Ogan Ilir Regency. The research method used is a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. The research findings indicate that the production and marketing activities of corn coffe MSMEs still use conventional methods. The implementation of digitaization has not been optimally implemented due to the low digital literacy of business owners and limited time in business managemen. Nevertheless, the initial implementation of digitalization through the use of social media and online sales platforms has had a positive impact in the form of expanding market reach and increasing ease of communication between producers and consumers. Thus, the digitalization of corn coffe MSME products has great potential to increase competitiveness and business sustainability if implemented gradually and continuously. .

Micro, Small, and Medium Enterprises (MSMEs) face increasing pressure to adapt to digital transformation and e-commerce in order to enhance marketing performance; however, their implementation is often constrained by limited technological utilization and low levels of consumer trust. This study aims to analyze the role of consumer trust as a mediating variable in the relationship between digital transformation, e-commerce adoption, and the marketing performance of MSMEs. A quantitative approach was employed using a survey of MSME actors in Semarang City to collect data on technology usage, consumer trust levels, and marketing performance outcomes. The results indicate that digital transformation and e-commerce adoption have a positive effect on marketing performance, while consumer trust significantly strengthens this relationship as an intervening variable. The study concludes that the success of MSME digitalization is highly dependent on the ability to build consumer trust; therefore, digital marketing strategies should prioritize enhancing credibility and improving customer experience.

The café industry has become increasingly competitive, including in the Arcamanik District of Bandung City. This study seeks to investigate the extent to which marketing intelligence capabilities influence the competitiveness of café MSMEs in the region. A descriptive and verificative research approach was employed, utilizing linear regression analysis with the assistance of SPSS version 20 software. The study population consisted of 43 café MSME entrepreneurs, selected through a saturated sampling technique, thereby including all members of the population. Data were collected through field studies—comprising questionnaires, interviews, and direct observations—as well as literature reviews to strengthenthe theoretical framework. The results demonstrate that marketing intelligence capabilities have a significant effect on competitiveness. This finding highlights the critical role of marketing intelligence in enabling café MSMEs to sustain their operations and enhance their competitive advantage. Strengthening marketing intelligence can serve as an effective strategic approach for café MSMEs to ensure business sustainability and improve competitiveness. The study suggests that future research may incorporate moderating variables such as digitalization or service quality to further explore the dynamics between marketing intelligence and competitiveness.