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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.

On the effectiveness of using social media as a marketing channel for MSMEs in Balikpapan. MSMEs play a major role in the national and regional economy, but developments in digital technology have caused marketing patterns to change drastically from traditional methods to online media. Social media such as Instagram, Facebook, TikTok, and X are now effective marketing tools because they are able to reach a wide audience at a low cost. However, this effectiveness is highly dependent on content quality, consistent interaction, and the right marketing strategy. Although social media offers many opportunities, MSMEs in Balikpapan still face various obstacles, such as limited human resources with an understanding of digital content, a lack of ability to read marketing metrics, and limited advertising budgets. In addition, research on the effectiveness of social media on MSMEs, especially in Balikpapan, is still minimal. Therefore, this study was conducted to analyze the extent to which MSMEs utilize social media, assess its effectiveness through indicators such as reach, interaction, and sales, and identify supporting and inhibiting factors. The results of this study are expected to provide strategic recommendations for MSMEs and theoretical contributions to the development of digital marketing models.

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.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

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.

The tea franchise industry in Indonesia has experienced significant growth over the past decade, transforming the traditional tea drinking culture into a modern business opportunity. This research explores the dynamics of tea franchises in Indonesia through cultural perspectives, business strategies, and innovation. This study aims to identify critical success factors, cultural adaptation strategies, and innovation models implemented by major tea franchise brands operating in Indonesia. Using a qualitative research method with a phenomenological approach, data was collected through in-depth interviews with 25 franchise owners, 15 brand managers, and 50 consumers in five major cities in Indonesia, complemented by observation and document analysis. The findings reveal that successful tea franchising effectively balances three key elements: maintaining Indonesia's tea drinking culture while introducing modern consumption patterns, implementing adaptive business models that accommodate local economic conditions, and continuously innovating in product development and service delivery. The study identified four key innovation patterns: product localization (85% of successful franchises), digital integration (92%), experiential marketing (78%), and sustainability practices (68%). Cultural factors significantly influence menu adaptation, store ambient design, and marketing strategy. This study concludes that tea franchising in Indonesia represents a unique hybrid business model that successfully blends the global franchise system with local cultural values, creating a sustainable competitive advantage in the beverage industry.

Society 5.0 era, tourism villages are required to optimize social media as a strategic. This study aims to analyze and evaluate the effectiveness of social media, identify obstacles, and formulate a digital storytelling strategy. A combination method used with a concurrent triangulation strategy. The SOSTAC framework used to describe the marketing strategy. The research location was in Pancoh Ecotourism Village, with research objects consisting of Instagram and TikTok media content. The sampling technique used purposive sampling. Primary data were obtained through in-depth interviews with the head of the management and the marketing division, while secondary data consisted of documentation of social media content. Data validity was tested using triangulation. Qualitative analysis conducted by identifying digital marketing strategies and analyzing content. Quantitative analysis carried out by calculating the Engagement Rate on Instagram and TikTok to measure the effectiveness of audience interaction with narrative content. The results showed that Instagram was superior in strengthening promotional content through paid advertising, while TikTok demonstrated organic strength in human interest narratives and environmental education. Pancoh needs to develop a more balanced digital storytelling strategy, consistent content production, human resource training, utilizing social media algorithms, interaction patterns directed at two-way engagement, content distribution utilizing cross-posting techniques, scheduling uploads at prime time for young users, and placing the community as the main actor in the narrative

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.

Marketing plays a vital role in enhancing business competitiveness, particularly in dynamic market environments. This study investigates the implementation of the marketing mix strategy (7P) in AD Produksi, a garment manufacturing business in Malang specializing in ready-to-wear clothing. The objective is to identify suitable pricing and promotional strategies to address recent sales stagnation. A qualitative descriptive method was employed, using interviews, observations, and documentation as data collection techniques. The analysis was conducted using a SWOT framework to determine a more effective marketing strategy. The findings reveal that AD Produksi's business falls into SWOT quadrant III, indicating the need to minimize internal weaknesses while leveraging external opportunities. The study recommends adopting competitive and flexible pricing strategies, such as volume discounts and bundled offers. In terms of promotion, the use of social media platforms like Instagram and TikTok, alongside e-commerce platforms such as Shopee, is crucial for enhancing product visibility. Allocating budgets for digital advertising is also suggested to maximize promotional impact. The research implies that aligning pricing with competitor analysis, utilizing technology to boost efficiency, and strengthening brand presence through optimized digital marketing are essential for AD Produksi’s business growth.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

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.

Mr Oluak is a food stall that provides dishes such as oysters and fried prawns covered in egg and flour. These dishes are inspired by Singaporean cuisine which is commonly known as Oluak / Fried Oyster. For the last 3 years the owner Mr. Oluak grows gradually, starting from product evaluation to employee training so that it can produce products that are more delicious and better known to the local and international community. Mr Oluak is located at HU Foodcourt , Batam Centre. One of the main problems faced if you don't have a strong brand and unique taste is the large number of competitors in the same field. With the increasing operational complexity of Mr. Oluak began to realize the importance of having a more structured and integrated marketing strategy. Therefore, it is hoped that the implementation of this marketing can help overcome existing problems.

This study aims to develop an automated pipeline for data cleaning using Pandas and Scikit-learn. The data cleaning process is often performed manually, requiring a long time and prone to errors. This study uses a quantitative experimental method with a dataset of 100,000 rows of e-commerce transaction data. The results show that the automated pipeline reduces missing values by 95.7% and outliers by 91.7%, and accelerates processing time by 35% compared to manual methods. The distribution of data after cleaning becomes more stable, allowing for more accurate analysis. This study contributes to the development of a more efficient and accurate automated data cleaning approach.Keywords: Systematic Literature Review, Artificial Intelligence and Marketing Strategy.

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.

This research aims to analyze brand image and product quality on purchasing decisions for Eiger products in the city of Surabaya. This research uses quantitative methods with questionnaire distribution techniques. Data was collected from respondents in the city of Surabaya, obtaining 75 respondents who purchased Eiger products. The results of the analysis carried out using SPSS in the t test show that brand image influences purchasing decisions with a t-value of 3,642 > ttable 1.9929 with a significance of 0.001 < 0.05 and product quality influences purchasing decisions with a t-count of 4,762 > ttable 1.9929 with a significance of 0.000 < 0.05. Meanwhile, the results of the f test show that brand image and product quality have a simultaneous influence on purchasing decisions with the calculated F value of 95.935 > F table 3.9739 with a significance of 0.000 < 0.05, which means that the brand image and product quality variables influence purchasing decisions. The findings of this research indicate that brand image and product quality are important factors that Eiger products need to consider in developing their marketing strategy.    

This study aims to analyze the influence of distribution channels on the sales volume of sheep at Taznika Farm. The research method used was a survey of sheep farmers. The results showed that the distribution channel has a significant effect on sheep sales volume. Direct distribution from producer to end consumer is more effective in increasing sales volume compared to indirect channels. Developing and optimizing both direct and indirect distribution channels can expand marketing reach and increase sheep sales at Taznika Farm. Further research is needed to identify other factors affecting sales volume to inform a more comprehensive marketing strategy.

In the modern era, competition in business and business has become very tight, especially in the cafe business, many cafes have emerged, one of which is in the Kediri area. Kediri City is a small city that has many cafe business people and is not far behind the existing cafes. in big cities, therefore cafe owners have to think hard to be able to innovate and determine the right marketing strategy. A business that people are very interested in is cafes because consumers almost every day visit cafes not only to enjoy a cup of coffee but there are also those who want to enjoy the facilities available. The intense competition in the cafe business that is currently emerging has resulted in a problem often faced by business people, the first of which is a lack of attention to marketing strategies. "This is because in concept, one way to achieve business goals is to know what the needs and desires of consumers or target markets are and provide the expected satisfaction more effectively and efficiently than competitors" (Kolter and Keller, 2013: 18).