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The purpose of this study is to analyze and evaluate the effectiveness of digital marketing strategies implemented by Micro, Small, and Medium Enterprises (MSMEs), particularly those engaged in the culinary sector, within the Pasar Raya MMTC (Medan Metropolitan Trade Center) area in facing digital era competition. The research method employed is descriptive qualitative with a case study approach. Data collection involved in-depth interviews with MSME owners, observation of digital promotional activities (Social Media and Marketplaces), and content analysis. The results indicate that the most effective and commonly used digital strategies include: (1) Marketplace Optimization (focusing on discount and flash sale features), (2) Social Media Marketing Utilization (Instagram and TikTok for visual/video content), and (3) Collaboration with Local Micro-Influencers or food vloggers. The effectiveness of these strategies is measured by the increase in sales volume (an average of 20-30% after digital adoption) and improved brand visibility. The main obstacles encountered by MMTC MSMEs are the lack of consistency in content creation, limited funds for paid advertising, and insufficient understanding of digital data analytics. This study concludes that digital adaptation is essential, but it must be supported by improving digital literacy and providing targeted assistance focused on analyzing the return on investment (ROI) of digital marketing activities for sustainable growth.

This community service article aims to improve the marketing capacity of UMKM Tri.Crochet Situgede through the implementation of an integrated digital marketing strategy. The method used is qualitative with a Participatory Action Research (PAR) approach, involving collaboration between the implementation team and the UMKM owners. The program includes need assessment, branding improvement, promotional content creation, product photography, and optimization of Instagram and TikTok as the primary marketing platforms. Training and technical assistance were provided to enable UMKM to independently create content, manage posting schedules, and expand promotional reach. The results show a significant improvement in visual content quality, audience engagement, account reach, and product visibility. This directly impacted the increase in product sales. The findings indicate that an effective digital marketing strategy can enhance the competitiveness and market penetration of creative UMKM. Ongoing mentoring also proved crucial in ensuring the sustainability of marketing practices applied to handmade craft UMKM, allowing them to continue growing in an increasingly competitive market.

This study examines the differences between Micro, Small, and Medium Enterprises (MSMEs) and large corporations in utilizing e-commerce platforms for digital promotion, particularly through collaborations with influencers. The rapid development of digital technology has reshaped business competition and created unequal access to market opportunities, where corporations benefit from strong financial capacity, formal contractual structures, and comprehensive legal compliance, while MSMEs often struggle with limited resources, inconsistent product legality, and informal promotional arrangements. This research aims to analyze comparative practices in digital promotion between the two business scales and evaluate how regulatory frameworks support digital fairness for MSMEs within Indonesia’s e-commerce ecosystem. Using a qualitative method that combines literature review and in-depth interviews with three influencers, the study reveals significant distinctions in collaboration patterns, compensation systems, marketing flexibility, and legal assurance. The findings indicate that MSMEs exhibit higher adaptability and openness toward emerging creators, whereas corporations demonstrate stronger professionalism but lower responsiveness due to bureaucratic structures. The research further highlights persistent digital inequality shaped by differences in legal awareness, operational capacity, and marketing strategy. These findings imply the importance of enhancing MSME digital literacy, strengthening contractual governance, and improving regulatory responsiveness to ensure equitable participation in the digital market. Strengthening cooperative efforts between government, digital platforms, and influencer communities is essential for building a fairer and more inclusive e-commerce environment.

This study aims to evaluate the effectiveness of current asset management, specifically cash, receivables, and inventory, and its impact on a company's ability to generate profits. The study focused on companies in the automotive sector listed on the Indonesia Stock Exchange (IDX) from 2020 to 2023. The research approach used a quantitative method with secondary data sourced from annual financial reports. The study sample included 11 companies, resulting in a total of 44 observational data sets over four years. Data analysis was performed using SPSS version 25 software to examine the relationships and influences between the study variables. The test results showed that cash management did not significantly influence profitability. This indicates that the amount of available cash does not always correlate with profit, possibly because cash funds are not optimally utilized in productive activities. Conversely, receivables management showed a negative correlation with profitability. This finding suggests that high receivables can burden cash flow and reduce a company's ability to generate profits. Meanwhile, inventory management has a positive and significant impact on profitability, indicating that good inventory control can support smooth production and sales, thereby increasing profits. Together, these three variables explained 68.4% of the variation in company profitability, while the remaining 31.6% was influenced by factors outside the model, such as operational efficiency, cost structure, and marketing strategy. These findings provide insights for automotive company management to prioritize inventory management and review cash and receivables policies to optimize financial performance.

This community service activity focuses on improving the competitiveness of A.A Transport, a business that lacks cashless payment options and an effective social media marketing strategy. Providing cashless payments is a modern, customer-centric approach that differentiates businesses in a competitive market. Unfortunately, A.A Transport currently lacks such an option, providing an opportunity for improvement. This community service activity aims to assist A.A Transport in adopting cashless payment methods and the importance of effective social media marketing for MSMEs. Social media serves as a direct channel for interaction, building relationships, and expanding the market. The methods used in this community service activity were observation, interviews, surveys, and mentoring. The results achieved are in line with the project objectives, as A.A Transport successfully integrated QRIS for cashless payments and utilized social media effectively for marketing, thus contributing to its competitiveness and overall market reach.

Rumah Tempe Indonesia (RTI) need a marketing strategy to improve their business continuity. This study analyzes the Sustainable Competitive Advantage formulated with the VRIO model in business model development to formulate a marketing strategy. The data collected by using the in-depth interviews, observations, and several external sources. The results of the analysis indicated that the RTI has a competitive advantage in two aspects, in terms of its human resources and the company ability to survive. The result of competitive ability in this research show there are two marketing strategies that can be implemented by the MSMEs, the use of its social media and collaboration with the promotional services from community leaders and local celebrities to increase the brand awareness of Rumah Tempe Indonesia branch Bandung and also for its products.

In the ever-evolving era of digital marketing, the diffusion of innovation and the phenomenon of Fear of Missing Out (FoMO) become two interrelated elements, creating a dynamic and highly competitive marketing strategy. Diffusion of innovation, as a concept that describes the spread of new ideas or technologies in society, is a strategic key for companies that want to win the hearts of consumers.  FoMO, on the other hand, is an emotional force that can be utilized as a digital marketing strategy. The fear of missing out on the latest trends or opportunities drives consumers to be more responsive to ongoing innovations. This is where the combination of innovation diffusion and FoMO creates a unique opportunity for companies.  This research was conducted through a literature review study derived from 20 published journals/articles. Literature search through Google Scholar, Repect.Org, Knowledge Map, Mendeley, Schi Hub and Science Direct. The keywords used were "Fear of Missing Out" and "Diffusion of Innovation".  By understanding the interplay between innovation diffusion and FoMO, companies can design digital marketing strategies that not only accelerate the adoption of new products or services, but also build communities, creating a sense of uniqueness and exclusivity that can be a powerful driver to ensure the successful launch of innovations in the fast-paced digital marketplace.

This research aims to determine and analyze the influence of marketing mix and brand image as a marketing strategy. Before marketing activities occur, it is important for business actors, in this case weaving SMEs in Bima City, to know buyer behavior first to know what strategies will be implemented to market woven products. Determining a marketing strategy through a marketing mix that is right on target and increasing the brand image of woven products can increase consumer purchasing decisions as well as an effort to maintain the existence of local products in Bima City. The type of research in this research is quantitative. The method used in this research is an explanatory survey approach, namely through collecting data from respondents. The research instrument used was a questionnaire with a Likert scale containing a list of questions for respondents to answer. The sample in this study amounted to 200 people. Then, to test the research, it was carried out with the help of Smart Partial Least Square (SmartPLS) Software. The research results marketing mix and brand image have a significant influence on the decision to purchase woven fabric as an effort to maintain the existence of local products in Bima City

Jati Village has a unique potential in processing organic waste into Liquid Organic Fertilizer (POC). The waste processing is an effort to preserve the environment and also provide added economic value to the local community. However, in making sales, the community in Jati Village has not implemented the right marketing strategy. Digital marketing offers various tools and platforms that can be used to promote POC. Digital marketing strategies that can be applied include the use of social media such as Instagram, Facebook, Tiktok and Youtube to promote POC through interesting and educational visual content, as well as direct interaction with consumers. By implementing digital marketing strategies, Jati Village can increase the visibility of their POC products, expand their customer base, and increase revenue. This can support the SDGs program, especially point 8, namely Equitable Village Economic Growth. Utilizing technology for marketing can help POC sales sell evenly.

The food and beverage business in Indonesia, especially the snack business, has developed very rapidly, players in this sector are not only dominated by old players who have great reputations in the Indonesian food and beverage industry, but are also surrounded by new players, imported products. , even now snacks produced by home industries or what are known as small and medium unit products (SMEs), have been distributed to the modern market, which is making this sector increasingly busy and congested. One of the traditional snacks available and consumed by Indonesian people is Rengginang. Rengginang is a snack usually made from sticky rice. Rengginang Udang is one of the processed snack products in Rw 06, Yosodadi Village, East Metro District, which was founded in 2020. Marketing management really needs to be understood by companies, so that they can take advantage of market opportunities by applying production concepts, product concepts, sales concepts, marketing concept, and social-oriented marketing concept. What needs to be done is to carry out a marketing strategy analysis which can be done through appropriate digital marketing to overcome these problems using various stages and analytical tools in the marketing strategy. It is hoped that the results of this marketing strategy analysis will be able to determine the right marketing strategy for entrepreneurs so that they can continue to survive and develop an appropriate competitive strategy to face all possible changes that occur in the business environment. Through digital marketing strategies, you can also create or open new markets that were previously closed due to limited time, communication methods or distance.

The aim of the research to be achieved is to analyze marketing Bauranes in PO. Metro Permai Bus Makale Utara District in increasing the number of passengers based on the marketing mix (7P marketing mix). The research method used is descriptive using a qualitative approach to provide an overview of the problem under study. The data analysis technique used is the marketing mix marketing strategy. Then the results obtained by applying the marketing mix mix are obtained that PO. Metro Permai Buses increase consumer interest by providing a variety of products according to customer needs and affordable prices for each type of bus, as for the location of the PO. The Metro Permai bus located in the city center is the right strategy that makes it easier for consumers when they want to buy tickets, making it easier to make payments via transfer so that consumers who are unable to pay can pay via transfer.   Keywords: Marketing Mix, 7p, And PO. Permai Metro Buses

Plan strategic in competitive marketing started by analyze of competitor. Company differ value and customer satisfaction by value that be given price product,promotion, and distribution (marketing mix) on his competitor. With high competition in trading, so strategic in marketing denotes me of important thing on enhance of selling. Basically stratergy on marketing are wholl planning, integrated, and merge in marketing fuld, can give guidance about activity will be done to get reach target of marketing in compary. So strategy of marketing is very important to be needed to enhance of selling in the company, marketing strategy. Consists of price, strategy of distribution, Strategy of promotion and place four strategy above also we called by marketing mix. By four element of marketing mix above must be implemented base on level market competition will by target of company, on focus price strategy or marketing strategy analysis to enhance off selling in marble company, and another strategy four element of marketing mix improperly will make marketing activity, will be useless and spend of human resource which is issued.

Nowadays people’s knowledge is getting bigger, so itmakesthe marketers have to develop their promotiontechnique becomes better for getting the increase numberof the consumers. At first, guerrilla marketing is used bysmall business because it need not a big fund but it is ableto produce a lot of products. In real life, to do a guerrillamarketing strategy needs higher cost. Otherwise, thereare a lot of big companies which is used guerrillamarketing strategy. When doing guerrilla, especially thesmall enterprises they have to think about the resource sothat the enterprise can get the value of consumer that theywant matched with the cost.