Publication Search

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.

Gatot, a fermented-cassava food, is the culinary icon of Gatot Tourism Village in Sumberpucung Subdistrict, Malang Regency. Cafe Koka, the pioneering gatot business in the area, faces two problems that hold back its growth. Its drying process still relies on sunlight, so production stops during the rainy season and the failure rate reaches 30–40%, while product presentation lacks adequate display facilities, lowering its appeal and selling value. This community-service program installed a 5 kg-per-batch cabinet dryer and two display refrigerators, accompanied by dried-gatot packaging development and staff training. The work followed a Plan-Do-Check-Act cycle combined with participatory mentoring over eight months, evaluating production and marketing indicators. After the program, drying time dropped from 2–4 days to about 4–5 hours, the product failure rate fell to 8–10%, and drying uniformity rose to about 90%. On the marketing side, impulse purchases increased by more than 40%, customer satisfaction with product display reached 4.5 of 5 (n=50), and monthly revenue grew about 175% owing to the new packaged-gatot line. Combining production and marketing technology strengthened the self-reliance of this local-food micro-enterprise.

Changes in labor regulations through the Job Creation Law have brought significant changes to the employment system in Indonesia, particularly in terms of labor flexibility. This study aims to analyze labor flexibility after the implementation of the Job Creation Law from the perspective of Human Resource Management (HRM). The research method used is a qualitative approach through a literature study with thematic analysis of 16 scientific journals, books, and regulations related to labor flexibility and strategic Human Resource Management (HRM) practices. The results show that labor flexibility has positive impacts on companies in improving operational efficiency, productivity, and adaptability to market changes. However, on the other hand, such flexibility also creates several challenges, including job uncertainty, decreased job security, and reduced protection for contract and outsourced workers. From the HRM perspective, companies are required to create a balance between business interests and labor protection in order to maintain harmonious industrial relations. This study is expected to provide a more comprehensive understanding of labor flexibility as part of human resource management strategies in the post-labor deregulation era in Indonesia.

This article examines food policy politics in Southwest Papua Province from the perspective of Maqashid Sharia by focusing on policy orientation toward local food development and women's empowerment as integral components of promoting public welfare (maslahah ammah). As Indonesia's newest autonomous province, Southwest Papua continues to face a high dependence on food supplies from other regions, limited distribution infrastructure, and the underutilization of local food resources such as sago, taro, tubers, and marine products. These conditions indicate that the current political orientation of food policy has not fully supported regional food self-reliance or the protection of local economic actors, particularly Mama-Mama Papua, who play a strategic role in the local food economy. This study aims to analyze how the political orientation of regional food policy can be understood through the perspective of Maqashid Sharia. The research employs a qualitative method using normative juridical and public policy approaches. Data were collected through a literature review of laws and regulations, government policy documents, statistical data, and relevant scholarly literature, and were analyzed descriptively using the Maqashid Sharia framework. The findings reveal that food policy politics in Southwest Papua remains primarily oriented toward securing food supply, while strengthening local food systems, protecting the economic interests of Mama-Mama Papua, and expanding equitable market access have yet to become policy priorities. From the perspective of Maqashid Sharia, this policy orientation has not fully reflected the principles of hifzh al-nafs (the protection of life) and hifzh al-mal (the protection of wealth). The novelty of this study lies in the development of a Maqashid Sharia-based analytical framework for food policy politics that integrates support for local food and women's empowerment as indicators of maslahah ammah. These findings enrich the literature on food policy politics while providing a normative foundation for designing more inclusive, equitable, and regionally oriented food sovereignty policies

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan influencer marketing TikTok terhadap keputusan pembelian produk fashion pada Generasi Z di Kota Pekanbaru melalui pendekatan kualitatif dengan metode studi literatur (library research). Data diperoleh dari 29 jurnal ilmiah nasional dan internasional yang relevan dan telah terindeks, diterbitkan dalam rentang tahun 2021–2025, bersumber dari jurnal nasional terindeks SINTA dan jurnal internasional terindeks Scopus/Google Scholar. Teknik analisis yang digunakan adalah analisis isi (content analysis) dan sintesis literatur. Hasil kajian literatur secara konsisten menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian melalui konten yang relevan, berkualitas, konsisten, dan memiliki daya tarik visual yang kuat. Influencer marketing juga berpengaruh positif dan signifikan melalui kredibilitas, keahlian, daya tarik, dan kepercayaan yang dimiliki influencer. Sinergi kedua strategi secara simultan menghasilkan dampak yang lebih besar dan komprehensif terhadap keputusan pembelian Generasi Z, khususnya pada kategori produk fashion di platform TikTok. Penelitian ini diharapkan memberikan kontribusi teoretis bagi pengembangan ilmu manajemen pemasaran digital dan implikasi praktis bagi pelaku bisnis fashion di Kota Pekanbaru dalam merancang strategi pemasaran yang efektif melalui TikTok.

Penelitian ini bertujuan untuk menganalisis optimalisasi strategi pemasaran digital dalam meningkatkan daya saing UMKM Konveksi Digdaya.co di era industri 4.0. Permasalahan utama dalam penelitian ini adalah belum optimalnya pemanfaatan digital marketing oleh pelaku UMKM dalam menghadapi persaingan bisnis yang semakin kompetitif. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus melalui teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa pemanfaatan digital marketing, khususnya melalui Google Ads, Instagram, dan TikTok, mampu meningkatkan visibilitas usaha dan jumlah pelanggan secara signifikan. Google Ads menjadi platform paling efektif dengan peningkatan jumlah pelanggan dari sekitar 30–40 menjadi lebih dari 100 per bulan serta peningkatan penjualan hingga 30%. Sementara itu, media sosial berperan dalam membangun interaksi dan keterlibatan konsumen. Kesimpulan penelitian ini menunjukkan bahwa strategi pemasaran digital yang tepat dan terintegrasi dapat meningkatkan daya saing UMKM, dengan faktor kunci berupa pemilihan platform, pemahaman pasar, serta evaluasi strategi secara berkelanjutan.

In today's digital era, MSME actors are required to be able to compete through the use of technology, including in building a brand image through digital branding. This study aims to analyze the effectiveness of digital branding in increasing the competitiveness of Sambal Pecel Kanaya MSME products in Makassar. The method used is descriptive qualitative with data collection techniques through observation, in-depth interviews, and documentation. Data analysis was carried out using the Miles and Huberman interactive model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that the digital branding applied is quite effective in building a strong brand image, expanding market reach, and increasing consumer trust and buying interest. The use of social media, visual content, authentic product narratives, and customer testimonials has been proven to support increased product competitiveness. However, there are still shortcomings such as limited visual design and the lack of optimal use of other digital platforms. Therefore, it is recommended that MSMEs increase branding capacity through digital marketing training and platform diversification to strengthen the brand's position in the wider market.

Tokenized real-world asset (RWA) infrastructure exposes platform operators, investors, and reporting teams to a combined settlement, disclosure, liquidity, and accounting-quality monitoring problem. A tokenized claim can continue to trade while the underlying issuer releases new financial statements, securities fail to deliver in the reference market, or protocol-level liquidity changes in RWA venues. This paper develops an accounting-aware, evidence-constrained agent workflow for risk alerting and source-grounded report generation. The revised experiment replaces the earlier rule-generated monitoring sandbox with external datasets: SEC fails-to-deliver observations, SEC EDGAR XBRL company facts, SEC submissions metadata, Financial PhraseBank sentiment labels, and DefiLlama RWA protocol TVL. The issuer-day panel contains 2,648 surveillance tasks for eight large U.S. issuers from 2024-12-01 through 2026-03-31. Observed settlement stress is defined from external SEC FTD balances rather than from the agent's own rule. Accounting risk is computed from XBRL-derived liquidity, leverage, accrual, and cash-flow indicators. A stronger market-plus-accounting logistic baseline is added alongside single-source baselines and the proposed fusion agent. The machine-learning baseline achieves the strongest F1 score for settlement-stress detection (0.909), while the proposed fusion agent achieves the highest report faithfulness and tool-use correctness (1.000 each) and high recall (0.849). The results support a governance-oriented interpretation: an evidence-constrained agent is most useful not as an opaque high-accuracy classifier, but as an auditable layer that connects settlement evidence, filing metadata, accounting fundamentals, independent sentiment calibration, and RWA protocol liquidity into a reproducible monitoring record.

This study examines the role of the creative economy in enhancing sustainable tourism potential in Pampang Cultural Village, Samarinda, Indonesia, and identifies strategic priorities for its development. Pampang Cultural Village is recognized for its rich cultural heritage preserved by the Dayak Kenyah community, which serves as a valuable tourism asset. Despite this potential, the contribution of creative economy activities to tourism development has not been fully optimized. Therefore, a comprehensive analysis is needed to formulate effective development strategies. This research employs a mixed qualitative–quantitative approach using the SWOT-AHP method. SWOT analysis is utilized to identify internal strengths and weaknesses as well as external opportunities and threats affecting creative economy development. Subsequently, the Analytic Hierarchy Process (AHP) is applied to determine the priority level of each strategic factor and alternative strategy. The findings indicate that the village possesses significant creative economy potential in cultural performances, handicrafts, culinary products, traditional fashion, and cultural souvenirs. Cultural authenticity emerges as the primary strength, while limited innovation capacity and digital marketing skills remain the major weaknesses. The results further reveal that the highest-priority strategy is the development of innovative creative tourism products rooted in Dayak Kenyah cultural heritage while preserving cultural authenticity. This strategy should be supported by digital promotion, human resource capacity building, stakeholder collaboration, and improvements in tourism infrastructure to achieve sustainable tourism development.

Desa Banget, Kecamatan Kwadungan, Kabupaten Ngawi, memiliki potensi ekonomi unggulan dari budidaya cacing fosfor sejak 2013, yang membantu kesejahteraan masyarakat melalui inovasi lahan terbuka. Namun, terkendala pada minimnya branding dan ketergantungan pemasaran pada pengepul serta panen tradisional. Program pengabdian KKN Kelompok 34 Universitas PGRI Madiun bertujuan memperkuat identitas usaha dan efisiensi produksi. Metode mencakup pembuatan serta pemasangan banner branding, membuat video promosi untuk media sosial, serta pendampingan langsung proses panen. Hasil menunjukkan pembuatan dan pemasangan banner meningkatkan pengenalan usaha, video memungkinkan pemasaran mandiri mengurangi ketergantungan pada pengepul, sementara proses panen berjalan lebih cepat, efisien, dan tertata. Pembahasan menegaskan sinergi akademisi-masyarakat mampu meningkatkan kualitas produksi dan daya saing pasar. Saran  yang diberikan adalah melanjutkan pelatihan digital marketing dan kemitraan UMKM untuk ekspansi berkelanjutan. 

Perkembangan teknologi digital memberikan peluang besar bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) dalam meningkatkan efektivitas pemasaran produk. Namun, masih banyak UMKM yang belum memanfaatkan media digital secara optimal dalam kegiatan promosi usaha. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk membantu UMKM Mie Tek Tek di Desa Sukatani dalam meningkatkan daya saing usaha melalui pembuatan akun media sosial, logo usaha, dan video promosi digital. Metode yang digunakan dalam kegiatan ini meliputi observasi, wawancara, dan praktik langsung. Hasil kegiatan menunjukkan bahwa pemanfaatan media sosial dan media promosi digital mampu memperluas jangkauan pemasaran, memperkuat identitas usaha, serta meningkatkan daya tarik produk di mata konsumen. Selain itu, pelaku UMKM menjadi lebih memahami pentingnya digital marketing dalam mendukung perkembangan usaha di era digital. Dengan adanya kegiatan ini, diharapkan UMKM dapat terus mengembangkan strategi pemasaran digital secara kreatif dan berkelanjutan.

This study aims to analyze the marketing strategies implemented by Mrs. Irsyat’s Poli Crackers MSME in Sukowono Village, assess their contribution to business competitiveness, and examine their role in supporting business sustainability. The study employed a qualitative approach with a case study method conducted in Sukowono Village, Sukowono District, Jember Regency. Research informants included the business owner, employees, consumers, and resellers selected through purposive sampling. Data were collected through in-depth interviews, observation, and documentation, then analyzed using the Miles and Huberman model consisting of data reduction, data presentation, and conclusion drawing. Data validity was ensured through source triangulation, technique triangulation, and member checking. The findings indicate that the MSME applies relatively simple marketing strategies adapted to local market conditions, including product quality improvement, competitive pricing, utilization of local distribution channels through small shops and resellers, and word-of-mouth promotion. These strategies have proven effective in increasing competitiveness, as reflected by higher sales, growing customer numbers, and the product’s distinctive taste advantage. Furthermore, the strategies contribute to business sustainability through sales stability, customer loyalty, and gradual business growth. Nevertheless, several challenges remain, including limited capital, labor shortages, and the underutilization of digital technology. Therefore, more innovative and technology-based marketing strategies are needed to support sustainable business development.

The Baduy community in Kanekes Village has economic potential based on traditional crafts with high cultural value, such as weaving and woven fabrics. However, the management of craft businesses is still carried out in a simple manner without a structured human resource (HR) management system. Problems faced include the lack of a clear division of tasks, inefficient production processes, and limited marketing strategies. These conditions hamper the optimal development of craft businesses. This community service activity aims to strengthen human resource management based on local wisdom in order to increase the capacity of traditional craft businesses in the Baduy community. The solution offered is training and mentoring on simple business management adapted to traditional values. Activities include socializing the importance of HR management, training on the division of labor within groups, improving production skills, and developing marketing strategies that respect local wisdom. The implementation method uses a participatory approach through the stages of preparation, training, mentoring, evaluation, and program sustainability. The community is actively involved in every stage of the activity to ensure the program's suitability to local socio-cultural conditions. This activity results in increased human resource capacity in craft business management, the establishment of a more organized work system, and an increased economic value of craft products. In addition, this activity is expected to produce a community empowerment model based on local wisdom and scientific publications in community service journals.

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam perekonomian nasional, namun masih banyak pelaku UMKM yang belum memanfaatkan teknologi digital secara optimal, khususnya dalam pemasaran. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi dan keterampilan pemasaran online pelaku UMKM PCA Matraman melalui pelatihan dan pendampingan praktis. Metode yang digunakan meliputi ceramah interaktif, demonstrasi langsung, praktik hands-on, simulasi penjualan online, serta evaluasi kegiatan. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan kemampuan pelaku UMKM dalam memanfaatkan media sosial dan marketplace sebagai sarana pemasaran. Pelatihan ini berkontribusi dalam memperluas jangkauan pasar, meningkatkan daya saing UMKM, serta mendorong transformasi usaha menuju model bisnis yang lebih adaptif dan berkelanjutan di era digital.

Micro, Small, and Medium Enterprises in the culinary sector face multiple competitive pressures encompassing product legality, consumer trust, and the effectiveness of value communication. This Community Service activity was conducted at Warung Sambal Cidero, a culinary MSME in Kediri City, from March 28, 2026, to April 25, 2026, using a Participatory Action Research approach with four cycles: planning, action, observation, and reflection. Two main interventions were implemented: strengthening halal certification through supply chain audits, developing a Halal Product Assurance System, and assisting with SIHALAL-BPJPH registration; and improving price value strategies through consumer perception-based rebranding, value-based pricing, and optimizing digital marketing. The reflective evaluation confirmed substantive changes in the business owner's understanding of halal as a strategic business instrument, improvements to the raw material recording system, and a shift in consumer perception from a price-oriented to a value-oriented one. This activity contributes to the theoretical integration of the PAR approach and strategic management and marketing frameworks in the context of Indonesian culinary MSMEs.

MSMEs in the snack food sector face dual pressures: competition with large-scale national brands on one side, and the requirement to meet modern retail standards on the other. This Community Service activity was conducted at Jiddah Krenyes, a home-industry potato chips MSME in Jakarta affiliated with the Jakarta Entrepreneur community, using a Participatory Action Research approach with four cycles: plan, act, observe, and reflect. The intervention focused on marketing transformation toward modern retail penetration through Bright Store Pertamina via six sequential phases: audit and planning, visual identity and branding optimization, digital content strategy development, Bright Store penetration through fulfillment of seven retail requirements, integrated promotion activation, and monitoring and evaluation. Reflective evaluation confirms substantive changes in the partner's business capacity: gradual fulfillment of modern retail legality requirements, consistent brand identity strengthening, more structured digital content strategy, establishment of a Bright Store pilot outlet partnership, and more effective omnichannel integration. This activity contributes to the validation of PAR integration with modern trade marketing and omnichannel strategy frameworks for Indonesian snack food MSMEs.

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 study examines the role of halal tourism in enhancing destination competitiveness and strengthening the Islamic economy within the tourism sector. This research employs a systematic literature review to synthesize findings from relevant academic sources. The results indicate that halal tourism contributes significantly to destination competitiveness by increasing tourist arrivals and encouraging product diversification. In addition, it supports the development of micro, small, and medium enterprises (MSMEs) and promotes local economic growth through a multiplier effect. Halal tourism also fosters ethical business practices and sustainable tourism development aligned with Islamic principles. However, its implementation faces key challenges, including limited infrastructure, complex halal certification procedures, and perceptions of exclusivity among non-Muslim tourists. Therefore, strategic efforts are required to improve Muslim-friendly infrastructure, streamline certification processes, strengthen MSME capacity through training and digitalization, and adopt inclusive branding strategies. These measures are expected to enhance the competitiveness, resilience, and sustainability of halal tourism destinations in the global market.

Micro, small, and medium enterprises (MSMEs) play an important role in supporting the community’s economy; however, they still face various limitations in business management, particularly in product packaging and digital marketing. This community service activity aims to enhance the capacity of MSME actors in optimizing product packaging design and utilizing digital marketing in Pattallassang District, Gowa Regency. The activity was conducted in February 2026 and involved 8 home-based business actors as participants. The methods used included socialization, training, and participatory-based mentoring, which began with a pre-test to measure the participants’ initial level of understanding. The materials provided covered product packaging design, label or logo creation, and the use of social media and marketplaces in digital marketing. The results showed an improvement in participants’ knowledge and skills in designing more attractive product packaging and utilizing digital platforms as marketing tools. Participants also began to understand the importance of branding and marketing strategies in increasing product competitiveness. Overall, this activity had a positive impact on improving the capacity of MSME actors in terms of knowledge, skills, and attitudes in managing their businesses. This activity is expected to be an initial step in encouraging MSME actors to be more adaptive to technological developments and able to compete in a broader market.

Micro, small, and medium enterprises (MSMEs) play an important role in supporting the community’s economy; however, they still face various limitations in business management, particularly in product packaging and digital marketing. This community service activity aims to enhance the capacity of MSME actors in optimizing product packaging design and utilizing digital marketing in Pattallassang District, Gowa Regency. The activity was conducted in February 2026 and involved 8 home-based business actors as participants. The methods used included socialization, training, and participatory-based mentoring, which began with a pre-test to measure the participants’ initial level of understanding. The materials provided covered product packaging design, label or logo creation, and the use of social media and marketplaces in digital marketing. The results showed an improvement in participants’ knowledge and skills in designing more attractive product packaging and utilizing digital platforms as marketing tools. Participants also began to understand the importance of branding and marketing strategies in increasing product competitiveness. Overall, this activity had a positive impact on improving the capacity of MSME actors in terms of knowledge, skills, and attitudes in managing their businesses. This activity is expected to be an initial step in encouraging MSME actors to be more adaptive to technological developments and able to compete in a broader market.