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This research is motivated by the low number of sales of typical food products in Dua Koto District, which is caused by the lack of promotion and innovation of products. The purpose of this research is to analyse the right strategy to increase product sales in the future. This research uses descriptive qualitative method with data collection techniques through observation, interviews, and SWOT analysis. The results showed that the most effective strategy is the ST strategy, which utilises existing strengths to overcome various threats that arise. This strategy includes increasing promotions, product innovation, and improving service quality to make products more competitive in the market. With the implementation of this strategy, it is expected that managers and sellers of typical food products can be more active in promoting their products, both through social media and direct marketing. In addition, innovations in packaging and product variations also need to be considered in order to attract more consumers. If this strategy is implemented optimally, it is expected that the number of sales of typical food products in Kecamatan Dua Koto will increase significantly in the future.

The restaurant business continues to grow, but few business actors understand how to seize business opportunities to increase competitiveness. This study aims to analyze the application of the Canvas Business Model (BMC) in the culinary industry, with a focus on the fast food business in the city of Surakarta. BMC is used to evaluate nine key elements: value proposition, customer segments, distribution channels, customer relationships, key resources, key activities, key partnerships, cost structure, and revenue streams. The method used in this study is a qualitative descriptive approach, with data collection through surveys, interviews, and observations. The results of the study show that the implementation of BMC can increase the effectiveness of business strategies, especially in terms of product innovation, improved customer experience, and optimization of digital marketing and partnership networks. In addition, a SWOT analysis is conducted to identify the strengths, weaknesses, opportunities, and threats of the culinary business, which is then used as a basis in designing a growth strategy. The main findings of this study propose new business models that are more adaptive and sustainable, including product diversification strategies, the use of digital technology, and strengthening partnerships with suppliers and food delivery service platforms. This research is expected to be a reference for culinary entrepreneurs in developing more competitive and sustainable business strategies in the digital era.

In the rapidly developing digital era, technology provides opportunities and challenges for society, especially in the economic and business sectors. This study aims to review digital marketing strategies that can help the development of Micro, Small, and Medium Enterprises (MSMEs). Using qualitative research methods and literature studies, this study found that digital marketing allows MSMEs to expand market share, attract customers, and build closer relationships with consumers. Digital marketing also provides the competitive advantage and innovation needed in this era. However, MSME actors still face obstacles in understanding technology, budget, and adaptation to digital transformation. Therefore, it is important for MSMEs to conduct an in-depth analysis of business needs and challenges, and evaluate the performance of digitalization strategies to ensure business sustainability and growth.

To be able to excel in business competition in the culinary industry, MSME managers need to carry out good sustainable innovation. The aim of this research is to assist and improve the rodokar business. Research methods that can help business actors in  designing a strategic plan is to use the Business Model Canvas. Data collection to carry out analysis on the Business Model Canvas was carried out by observation and interviews manager. Digitalization support activities marketing will be carried out in three stages: education, mentoring, and sustainability assessment. Training will given to increase partners' knowledge and understanding of various digital marketing platforms. The results of this activity are expected to expand partners' knowledge and understanding in the field of digitalization marketing. Mentoring activities are carried out to ensure partners are able to apply technology and training provided. In the end, the outcome that the partners want to achieve as business actors is an increase in partner economies of scale.

The rapid advancement of digital technology has unlocked new opportunities in marketing, especially through social media platforms like TikTok. This study explores the synergy between viral marketing, gimmick marketing, and influencer marketing in driving the transformation of customer behavior from passive consumers to active participants within the digital marketing ecosystem. A quantitative approach was employed, collecting data from 200 respondents actively involved in digital marketing on TikTok as resellers, dropshippers, affiliates, and co-creators. Using the Partial Least Squares method for analysis, the findings reveal that viral marketing significantly influences the transformation of customer behavior. Similarly, gimmick marketing demonstrates a direct and significant impact on this transformation. Moreover, influencer marketing serves as a mediator, amplifying the effects of both viral and gimmick marketing on transformation of customer behavior. This behavioral shift is evident in the transition of consumers from passive roles to active contributors, taking on positions such as resellers, dropshippers, affiliates, and co-creators. At the same time, sellers are evolving from traditional marketing practices to utilizing e-commerce, social media, and live streaming to reach wider audiences. By actively engaging consumers, sellers foster a collaborative ecosystem where consumers play a pivotal role in expanding the marketing framework. To sustain long-term consumer engagement in this digital marketing ecosystem, it is essential to prioritize the selection of credible and relevant influencers while providing continuous education and support for resellers, dropshippers, and affiliates. This research strengthens the theory of planned behavior and the diffusion of innovations theory, offering fresh insights into designing marketing campaigns based on the 4Ps of digital marketing (Platform, Page, Program, and Posting) to address the needs of the digital era.

Micro, Small, and Medium Enterprises (MSMEs) play an important role in encouraging economic equity in Indonesia by encouraging economic growth, encouraging innovation and creativity, and reducing unemployment. Among the various MSME sectors, the culinary business stands out because it is very promising due to the universal food needs. One of the culinary businesses, Roti Bakar Bahagia, located in Medang Lestari, Tangerang Regency, shows significant growth potential but faces challenges in optimizing digital marketing and payment systems. To overcome these challenges, community service activities are carried out to increase the digital presence and digital payment infrastructure of the business. The assistance provided includes designing and making logos, designing and recreating menu lists, creating Google Maps lists, and integrating digital payment systems through QRIS. These efforts proved to be very beneficial, equipping Roti Bakar Bahagia to increase its competitiveness and sustain growth in the dynamic culinary market.

The spice tea business, as part of the traditional beverage sector, has great potential to be developed as a pioneering entrepreneurship amidst increasing public awareness of a healthy lifestyle and consumption of natural-based products. Opportunities and challenges faced in developing this spice tea business as a form of entrepreneurial innovation based on local traditions. The main opportunities for developing the spice tea business lie in the diversity of spices in Indonesia, market trends that support organic and herbal products, and the potential for export to the global market. In addition, the sustainability of this business can also be improved through flavor innovation, modern packaging, and digital marketing strategies. However, the main challenges faced include limited capital, fluctuations in raw material prices, competition with modern beverage products, and low digital literacy among business actors.  

This study discusses the urgency of green marketing strategies and practices due to changes in consumer behavior trends. Currently, environmental sustainability issues are a major concern for society, not interacting in their product and service consumption activities. This study was conducted using a qualitative method, namely a literature review. Of the 15 article titles described, most of them show that the implementation of environmentally friendly marketing strategies brings positive benefits to businesses. Specifically, what is studied in this study is its influence on environmentally friendly purchasing decisions, customer loyalty and brand image enhancement. These findings can be practical recommendations for business actors and marketing practitioners to develop various environmentally friendly product and service innovations and carry out innovative green marketing practices in the future. So that they are able to gain benefits in the form of increased sales, customer loyalty and positive brand image as well as contributions to environmental sustainability or desires.

Celuk Village in Gianyar is known as the centre of silver craft with high artistic value, yet local artisans face significant challenges in maintaining sales amidst changing consumption patterns and global competition. This research aims to identify the key constraints faced by Celuk Village's silversmiths, such as limited access to digital marketing technology, lack of product innovation, and lack of understanding of modern business strategies. In addition, local constraints such as reliance on traditional marketing methods and limited training narrow the opportunities for artisans to compete in the global market.The results of the study suggest that the utilisation of digital technology, product design innovation, and improved business management skills can be strategic solutions to expand market reach and improve the competitiveness of Celuk Village's silver crafts. Support in the form of training and facilitating access to e-commerce platforms is also needed to introduce their products to modern consumers without abandoning cultural identity. The findings are expected to contribute to a sustainable silversmith empowerment programme, while supporting the preservation of local cultural heritage in the digital era.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

This research analyzes the factors that influence the success of e-commerce applications in increasing sales in the digital era. With the development of technology and changes in consumer behavior, e-commerce has become one of the main platforms for businesses to reach customers more widely. The main factors analyzed include user experience, transaction security, product quality, customer service, digital marketing strategy and innovation. The research results show that the combination of these factors significantly influences purchasing decisions and customer loyalty. Good user experience, guaranteed data security, and effective marketing strategies are proven to increase sales and consumer trust. This study provides important insights for business people in maximizing the potential for implementing e-commerce in the competitive digital era.

This research aims to provide new innovations in handmade products or knitted products. Apart from that, this research also aims to help UMKM in developing their handmade bag business. The methods we use in this activity are research, discussion, training, development and evaluation. The results of this research show an increase in product quality, creativity and sales through digital and offline marketing strategies. Collaboration with partners makes a big contribution, especially in practical training and product marketing. Even though there are challenges such as manual production processes and market competition, innovation and the right marketing strategy can help this product remain competitive and have the opportunity to develop sustainably. We hope that UMKM players can develop the handmade bag or knitted bag business by developing new innovations while maintaining product quality.

Social media plays an important role in supporting innovation and digitalization of Micro, Small and Medium Enterprises (MSMEs) in Indonesia. This research aims to understand how social media affects the growth of MSMEs through marketing strategies and interactions with consumers. The method used is qualitative analysis on several case studies of MSMEs that successfully use social media. The results show that social media increases product visibility and allows MSMEs to interact directly with customers, understand their neaeds, and adapt quickly to market trends. In addition, feedback from consumers on social media drives product and service innovation. The conclusion of this study is that social media not only improves the competitiveness of MSMEs, but also contributes to national economic growth. The suggestion for MSMEs is to utilize social media proactively and take part in digital marketing training.The implications of this study emphasize the need for support from the government and related institutions in the form of training programs and access to technology to strengthen the capabilities of MSMEs in the digital era. Thus, social media can be a strategic tool for sustainable growth and innovation in the MSME sector.

Indonesia is one of the world's main producers of cinnamon (Cinnamomum burmannii), but in the last five years, Indonesian cinnamon exports have decreased by around 10.13% per year. This decline is influenced by various factors that are closely related to competitiveness. As one of the plantation sub-sector commodities, cinnamon plays an important role in national economic development, especially in improving people's welfare. Cinnamon is used as an ingredient in food, beverages, medicines, cosmetics, and other industries. In addition to supporting income, this plant also contributes to environmental preservation, especially in river basins and conservation areas.Most of Indonesia's cinnamon exports come from areas such as Kerinci, West Sumatra, Central Java, and Yogyakarta, which are dominated by smallholder plantations. One of the MSMEs in Simarito Village, North Sumatra, is a cinnamon exporter with a capacity of 500-1000 tons per year. The success of this MSME is supported by the implementation of an effective STP (Segmentation, Targeting, Positioning) marketing strategy, product innovation, and a focus on quality and customer satisfaction. In an increasingly competitive market, developing marketing strategies and improving quality are the main keys to maintaining the sustainability of Indonesian cinnamon exports.

This study examines the marketing strategy for Ubique (Ubi Crème Brulee), an innovative product based on sweet potatoes, using the 4P marketing mix approach (Product, Price, Place, Promotion). A qualitative case study method was employed through interviews, observations, and analysis of marketing materials. The findings reveal that product innovation combining local ingredients with international flavors, affordable premium pricing strategies, creative distribution channels such as Demo Day, and promotion through digital media and Word of Mouth were key success factors. These results highlight further development opportunities to expand market reach and enhance Ubique's competitiveness.

This research was conducted to analyze the internal and external environmental issues of the “Singgalang Baru” glass and aluminium shop in the form of SWOT analysis. This research uses descriptive qualitative research methodology, and the data collection is in three main techniques, such as; 1) direct observation, 2) in-depth interviews with shop owners, and 3) documentation in the form of photos. This research used SWOT matrix analysis, the strategies obtained are SO, WO, ST, and WT strategies. The obstacles faced by “Singgalang Baru” include: 1) the lack of the business management, where human resources are still lacking especially technician staff, 2) challenges in optimizing marketing (ex. showcase) products with strategic locations, 3) the use of technology in marketing and buying and selling systems, and 4) lack of innovation in making products based by glass and aluminum materials. After conducting the analysis, the researchers concluded that the main effort to increase the competitiveness of the “Singgalang Baru” glass and aluminium shop was carried out with the SO strategy, where the strategy focuses on using strengths to take advantage of existing opportunities.                

The development of digital technology has brought significant changes in the invitation industry, replacing conventional paper invitations with digital invitations that are more environmentally friendly and efficient. This study aims to analyze the business model of the Untukmu digital invitation business using the Business Model Canvas (BMC) framework. BMC includes nine key elements, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The results of the analysis show that the personalization approach, interactive features such as RSVP and photo galleries, and digital promotion strategies through social media are the main competitive advantages of this business. This study also identifies the challenges faced, such as market competition and limitations of UI design, and provides strategic recommendations to overcome these obstacles. With this analysis, it is hoped that the Untukmu digital invitation business can increase its competitiveness and business sustainability.

The Internet advancement in Indonesia has created significant opportunities for digital business, particularly in marketing. Digital marketing encompasses promoting products and services through online platforms, such as social media, which facilitate connections among individuals globally. Micro, Small, and Medium Enterprises (MSMEs) are anticipated to play a crucial role in bolstering economic growth, especially within the food and beverage sector, alleviating unemployment. Despite many MSMEs needing to leverage social media entirely, they are progressively adapting their promotional strategies and discount offerings in response to the challenges posed by the COVID-19 pandemic. This community service initiative employs digital marketing as a strategic approach to facilitate market penetration for MSMEs in the culinary field, thereby enhancing sales. It is anticipated that this initiative will address the difficulties encountered by culinary partners, particularly the lack of marketing innovation due to inadequate skills in managing social media marketing. Furthermore, the pursuit of business volume targets is complicated by escalating competition within the culinary sector. The proposed short-term solutions include promoting the use of social media for product marketing and encouraging product innovation.

Cireundeu Traditional Village, which is known for its rich traditions and natural resources, has great potential in utilizing campoleh fruit and local spices. However, local communities have not fully utilized this potential in developing products that can increase their income. Mocktail drinks, as an increasingly popular non-alcoholic alternative, offer opportunities for product innovation that can increase market appeal and boost local economies. The aim of this activity is to develop mocktail drinks based on campoleh fruit and innovative local spices. The method for this activity is through identifying campoleh fruit varieties available in the Cireundeu Traditional Village and local spices that can be used in mocktail drinks, then holding training for the local community regarding mocktail making techniques, hygiene and marketing aspects by helping the community in designing marketing strategies and packaging. products, and distribution to increase market reach. This project is expected to not only improve the economy of the Cireundeu Traditional Village community through product innovation but also preserve and promote cultural riches and local resources. By utilizing the potential of campoleh fruit and local spices, communities can create products that are attractive and highly competitive in the market, while strengthening the identity and economic independence of their community. The output of this PM is Pres Release, IPR and PM Journal.