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Transaction logs in online retail provide opportunities for data-driven customer segmentation. This study segments customers at two scopes global (all countries) and United Kingdom (UK) using Recency, Frequency, and Monetary (RFM) features derived from the Online Retail transaction dataset. After cleaning cancellations and invalid records, RFM variables are computed per customer and normalized. K-Means clustering is applied separately for global and UK data, while the number of clusters is selected via the elbow criterion and validated using internal indices. The best configuration for both scopes yields five clusters, with moderate separation quality based on the silhouette score. Cluster profiling indicates distinct groups ranging from low-frequency low-spending customers to highly frequent high-spending customers. The comparison between global and UK segmentation shows similar structural patterns, yet different proportions across segments, supporting targeted retention and value-driven marketing actions.

Indonesia ranks fourth globally in terms of active Instagram users, with approximately 103 million users, positioning this platform as a strategic medium for hospitals to conduct promotion, health education, and audience engagement. Hospitals, particularly private institutions, have increasingly recognized the potential of social media in fostering strong brand images and maintaining public trust. This study aims to analyze the influence of marketing content on the brand image of Indriati Solo Baru Hospital, a private hospital that is active on Instagram and holds verified status. Employing a quantitative approach with an associative method, the research involved 100 respondents drawn from followers of the hospital’s official Instagram account, selected through incidental sampling. Data were collected via questionnaires and subsequently analyzed using simple linear regression. The results demonstrate that marketing content exerts a positive and significant impact on brand image, as reflected in the regression equation Y = 3.838 + 0.267X. Statistical analysis further revealed a significance value of 0.001 (<0.05) and a t-calculated score of 10.048, exceeding the t-table value of 1.984. The coefficient of determination (R²) was 0.507, indicating that marketing content accounts for 50.7% of the variance in brand image, while the remaining 49.3% is influenced by other factors beyond the scope of this study. Among the tested indicators, Decision Making and Life Factors demonstrated significant contributions, underscoring their role in shaping perceptions of brand image. Meanwhile, Persuasion, Reader Cognition, and Sharing Motivation functioned as supportive elements that reinforce but do not independently drive outcomes. These findings highlight the critical role of strategic content development in strengthening hospital brand image within digital spaces.

Web-Based Augmented Reality (AR) is an emerging interactive technology that is increasingly adopted in the fields of visual communication design and digital education. This study aims to analyze trends in the use of Web-Based AR within interactive design contexts and to identify user preferences regarding its features. The research employs a literature review and secondary data analysis, drawing from academic publications, industry reports, and online surveys conducted between 2019 and 2024. The findings reveal a significant increase in the adoption of Web-Based AR both globally and in Indonesia. Key factors driving adoption include interactivity without installation, cross-device compatibility, and rapid browser-based access. Trend diagrams, comparative tables of AR platforms (such as 8thWall, ZapWorks, and WebXR API), and user preference visualizations are presented to support the analysis. The study discusses technological challenges, adoption gaps, and design implications, particularly in education and marketing. Limitations include reliance on secondary data and limited geographic scope. The study’s outcomes are expected to serve as a reference for interactive content developers, educators, and researchers in designing inclusive and adaptive AR-based user experiences.

The marketing mix strategy in business scope combines eight marketing mix elements, which include product, price, place and promotion, people, processes, physical evidence, public opinion to achieve business goals. So the aim of this research is to face global markets and technological changes, this research provides important insights into effective marketing tactics, the challenges faced by companies as well as optimizing marketing mix strategies in this era to achieve competitive advantage

The presence of the Corona Virus Pandemic has greatly affected the community in various sectors. One of the most visible impacts is on the MSME (Micro, Small and Medium Enterprises) economic sector. MSME business actors have experienced many difficulties in selling and exhibiting their products so that their income levels have decreased. MSME players also cannot remain silent, they must continue to sustain their business by utilizing advances in information technology which currently has a significant impact on society in supporting various business activities, both large and limited in scope, so that businesses can be recognized globally. Therefore, it is important to have media that can be easily reached by potential buyers, but MSME business actors in Rembang City are still lacking and not fully familiar with digital marketing. Thus, assistance is provided to MSME players regarding the use of digital marketing so that it can make it easier for MSME players to market their products through social media and e-commerce. Community service is carried out by providing socialization and training to MSME business actors on how to create, promote, and sell products through e-commerce businesses such as shopee. With the community empowerment through socialization and training for MSME players in Rembang Village, Blitar City, it is hoped that it can bring changes in a better direction so that they can continue their business fields.

The development of technology, information and communication resulted in the globalization of the world which took place quickly and dynamically. Globalization brings changes in various everyday issues such as social, monetary, and cultural. Especially in the economic field which has major consequences for changes in the governance of business cooperation and competition as well as the duties of governments in various parts of the world. Therefore, this requires business people to continue to innovate in the face of increasingly fierce competition, because competition does not only come from local business competition but has penetrated world associations. The components that drive this paper are to analyze and find out the understanding and what are the scopes faced by business people in entering the world of global marketing, which is to help the world export and import between countries. This study uses a qualitative descriptive method, the method used in writing this scientific work is to use the library study method. Where researchers look for discussion material from the internet and books obtained from the official website and other supporting documents. Through this research, it is hoped that problems or obstacles from the marketing strategy used and alternative solutions to existing problems can be identified to achieve a better performance improvement.