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Urban plant care is increasingly important for sustainable living, but many users face inconsistent watering, insufficient care knowledge, unsuitable plant selection and delayed disease recognition. This study presents Easy Grow Plants, an integrated web and Internet of Things (IoT) ecosystem that connects plant care guidance, soil-moisture monitoring, automated watering, plant recommendation, image-based plant health assistance, marketplace functions, community interaction and plant exchange. The prototype was implemented using a React frontend, Django REST backend, SQLite database and an Arduino UNO R4 WiFi smart pot with a soil moisture sensor, relay module and DC water pump. Functional, interface, API, IoT connectivity, sensor calibration, watering control and LAN deployment tests were conducted. The results show that the core modules operated together as an integrated academic prototype. The system demonstrates a practical foundation for smart urban gardening, although cloud deployment, multi-device testing and stronger AI validation remain future improvements

Multi Sari MSME, located in Pangkalan Batang Village, Bengkalis Regency, produces traditional local products such as fish crackers, shrimp crackers, and sago crackers. Despite having quality products, legal business permits, halal certification, and stable raw material availability, the enterprise still faced limitations in digital marketing practices, resulting in a limited market reach. This community service program aimed to improve the marketing capacity of the MSME through the implementation of digital marketing strategies. The methods employed included SWOT and STP analyses, Google Business Profile development, social media management, content calendar preparation, promotional content creation, and marketplace utilization. The program also involved mentoring and training activities to enhance the partner’s understanding of digital marketing tools and techniques. The results showed significant improvements in the partner’s knowledge and skills in utilizing digital platforms for marketing purposes. Furthermore, Multi Sari MSME now possesses more structured digital marketing channels, increasing product visibility and creating opportunities to reach a broader market. Therefore, digital marketing has proven to be an effective strategy for enhancing MSME competitiveness, business sustainability, and market expansion in the digital era.

This study aims to analyze the role of online sales in maintaining the financial stability of Micro, Small, and Medium Enterprises (MSMEs) in West Sumatra, Indonesia. The increasing adoption of digital channels, such as marketplaces, social media, messaging applications, live selling, and digital payment systems, has transformed online sales into not only marketing tools but also mechanisms that may affect cash flow continuity and business sustainability. Despite their growing importance, empirical evidence regarding the contribution of online sales to MSME financial stability remains limited. This study employs a quantitative explanatory research design. The population consists of MSME owners in West Sumatra who utilize online sales, while purposive sampling was used to select respondents who had engaged in online selling for at least one year and maintained cash flow records. Data were collected from 102 respondents through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that online sales have a positive and significant effect on financial stability, with a path coefficient of 0.632, a t-value of 9.214, and a p-value below 0.001. These results indicate that effective use of online sales enhances cash flow continuity, income regularity, working capital adequacy, and financial resilience. However, the benefits depend on disciplined management of digital costs, discounts, platform fees, shipping expenses, product returns, and cash flow records. This study contributes to MSME digitalization literature by highlighting online sales as a strategic instrument for strengthening financial stability rather than merely a marketing channel.

The growth of e-commerce has made online marketplaces a major channel for purchasing fashion products, yet it has also increased consumer concerns about counterfeit goods, especially in shoes and sneakers. This study examines the role of Shopee Mall Signal Perception in increasing Purchase Intention for original shoes among Gen Z consumers by considering the mediating roles of Perceived Shopping Security and Decision Convenience. A quantitative explanatory approach was used, involving 239 Gen Z Shopee users in Indonesia selected through purposive sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS. The findings show that Shopee Mall Signal Perception positively affects Perceived Shopping Security (β = 0.430), Perceived Shopping Security improves Decision Convenience (β = 0.399), and Decision Convenience increases Purchase Intention (β = 0.359). Shopee Mall Signal Perception also has a direct effect on Purchase Intention (β = 0.182), while the serial mediation effect through Perceived Shopping Security and Decision Convenience is significant (β = 0.062). These findings imply that marketplace labels can function as authenticity signals that reduce uncertainty, simplify consumer decisions, and strengthen confidence in purchasing original products online.

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.

Social media has evolved into a significant platform where consumers freely express their opinions, experiences, and levels of satisfaction regarding various products, including those offered by Micro, Small, and Medium Enterprises (MSMEs). The comments and reviews shared by customers on these platforms contain diverse sentiments that can serve as valuable indicators of how consumers perceive product quality. Understanding these sentiments is crucial for MSME owners, as it allows them to evaluate their products and adapt to market expectations more effectively. This study aims to analyze customer sentiment toward MSME products on social media by utilizing the Naïve Bayes algorithm, a widely used classification method in text mining. The data used in this research consist of customer comments collected from various social media platforms. The research process involves several stages, including data collection, manual labeling of sentiments, text preprocessing (such as tokenization, case folding, and stopword removal), and splitting the dataset into training and testing subsets. Subsequently, the classification process is carried out using the Naïve Bayes algorithm to categorize sentiments into positive, negative, and neutral classes. The results of this study demonstrate that the Naïve Bayes method is effective in classifying customer sentiments with a satisfactory level of accuracy. These findings provide a comprehensive overview of consumer perceptions regarding the quality of MSME products. Furthermore, this research is expected to assist MSME business owners in understanding customer feedback more systematically and using it as a basis for improving product quality and enhancing customer satisfaction in a competitive digital marketplace.

This community service program aims to increase the digitalization capacity of the "Ali Serba Alat" MSME by strengthening Branding and Online marketing aspects. The main problems faced by partners include weak brand identity, limited use of digital media, and suboptimal Online platform-based marketing strategies. The activity implementation method uses a participatory approach with the stages of problem identification, program planning, training, mentoring, and evaluation. Activities carried out include creating a digital store presence in the form of a Google Map, logo and visual identity of the business, optimizing social media and marketplace accounts, compiling digital promotional content, and training in digital-based marketing strategies. The results of the activity show an increase in partners' understanding of the importance of Branding, improved skills in managing digital media, and increased business visibility on Online platforms. In addition, there was an increase in consumer interaction and sales potential after the implementation of the digital marketing strategy. This program is expected to become a model for sustainable mentoring in supporting the digital transformation of MSMEs to increase competitiveness in the digital economy era.

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.

This study aims to analyze the effect of price and e-service quality on e-satisfaction at Ninetech Store on the Shopee marketplace, both partially and simultaneously. This study uses a quantitative method with an associative approach. The research subjects were Ninetech Store customers, with a sample size of 96 respondents obtained through sampling techniques using the Rao Purba formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, simple and multiple linear regression analysis, correlation coefficients, determination coefficients, and hypothesis testing. The results show that price has a positive and significant effect on e-satisfaction, as does e-service quality, which also has a positive and significant effect on e satisfaction. In addition, price and e-service quality were simultaneously proven to have a significant effect on the e-satisfaction of Ninetech Store customers on the Shopee marketplace. The results of this study are expected to be taken into consideration by Ninetech Store in formulating pricing strategies and improving the quality of electronic services to increase customer satisfaction.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

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.

The rapid growth of digital marketplaces has significantly reshaped consumption behavior among university students. Promotional strategies based on scarcity and urgency, such as flash sales, limited-time discounts, and countdown timers, are designed to induce psychological pressure, potentially triggering Fear of Missing Out (FoMO). This study aims to examine the relationship between self-control and FoMO among university students who use digital marketplaces. A quantitative correlational design was employed, involving 70 undergraduate students selected through accidental sampling. Self-control was measured using the Brief Self-Control Scale, while FoMO was assessed using an adapted Online FoMO Scale. Data were analyzed using Pearson’s product-moment correlation after fulfilling normality assumptions. The results revealed a significant negative relationship between self-control and FoMO (r = –0.522, p < .001), indicating that individuals with higher self-control tend to experience lower levels of FoMO in marketplace contexts. These findings highlight the role of self-regulation as a protective factor against emotionally driven consumption behavior. This study contributes to the literature on digital consumer psychology by extending the concept of FoMO beyond social interaction into economic decision-making contexts. Strengthening self-control is therefore essential in helping individuals manage psychological pressure arising from urgency-based marketing strategies.

This study aims to analyze the influence of influencer marketing, brand image, and e-WOM on purchasing decisions on the Shopee marketplace. A quantitative descriptive approach was used, involving 204 Shopee consumers who had previously purchased specific products. They were selected using purposive sampling based on Jacob Cohen's calculation guidelines to ensure the sample accurately represented the population. Data were collected through a questionnaire, which was then analyzed using validity and reliability tests, classical assumption evaluation, multiple linear regression, and hypothesis testing using t-tests and F-tests. The regression analysis showed that influencer marketing had a 34.8% influence on purchasing decisions, brand image contributed 32.7%, and e-WOM had an influence of 20.0%. Furthermore, the coefficient of determination (R²) showed that these three variables together explained 86.9% of the variation in consumer purchasing decisions. The t- and F-tests confirmed that each variable had a significant and positive influence, both partially and simultaneously, on purchasing decisions on the Shopee marketplace.

This study aims to analyze the implementation of digital marketing in increasing sales of small and medium enterprises (SMEs) in the bedding equipment sector on online platforms. The background of this research is driven by the high level of competition in marketplaces and the need for business actors to optimize digital marketing strategies to remain competitive. The research method used is Participatory Action Research (PAR), combined with SWOT analysis to identify business conditions comprehensively. Data collection techniques were carried out through direct observation of production and marketing activities. The results show that the implementation of digital marketing through marketplaces and social commerce can expand market reach, increase sales volume, and enhance the business actor’s understanding of managing online marketing strategies. In addition, product content optimization, the use of promotional features, and customer service play an important role in increasing consumer trust and purchase decisions. However, challenges such as high advertising costs and frequent changes in platform policies were also identified. Overall, this study concludes that well-planned and efficient digital marketing strategies can improve competitiveness, profitability, and business sustainability of SMEs in the digital era.

This study aims to analyze innovative strategies that can be implemented by Micro, Small, and Medium Enterprises (MSMEs) in East Java to improve competitiveness through digital marketing and e-commerce. This study uses a descriptive qualitative approach with a library research method by reviewing various scientific literature, government reports, and previous studies related to MSME innovation and digital transformation. The results of the study indicate that digital marketing and e-commerce innovation can increase market reach, operational efficiency, product differentiation, and MSME sales. However, the implementation of innovation still faces several challenges such as low digital literacy, limited capital, limited technology, and lack of system integration. Therefore, innovative strategies are needed, including integrated digital marketing, marketplace optimization, social commerce, digital payment systems, logistics integration, digital branding strengthening, and digital literacy training. In addition, collaboration between MSMEs, government, universities, communities, and digital platforms is an important factor in accelerating MSME digital transformation. This study produces recommendations for an innovative strategy model based on digital marketing and e-commerce to improve the competitiveness and sustainability of MSMEs in East Java.

The development of digital technology has significantly transformed consumer purchasing behavior in recent years. Shopping activities that were previously conducted in person have now shifted to e-commerce and social commerce platforms that offer greater convenience, speed, accessibility, and a variety of attractive promotions. Two platforms experiencing rapid growth in Indonesia are Shopee and TikTok Shop, both of which have gained popularity among diverse consumer segments. These platforms not only offer a wide range of products but also provide interactive shopping experiences through features such as promotions, live shopping, consumer reviews, personalized recommendations, and ease of transactions. This situation has led to notable changes in consumers' purchasing decision-making processes and preferences. Factors such as app usability, promotional strategies, consumer trust, social media influence, user engagement, and evolving digital lifestyles are becoming increasingly dominant in determining purchasing decisions. Therefore, this study aims to analyze the key factors influencing consumer purchasing decisions on the Shopee and TikTok Shop platforms in the digital era, as well as to provide deeper insights into consumer behavior in an increasingly digital marketplace.

In response to the rapid development of technology in the economic sector, every Micro, Small, and Medium Enterprise (MSME) is required to accelerate its competitive capacity. The Community Service Program (Kuliah Kerja Nyata/KKN) plays a role as a form of community engagement aimed at empowering local potential, including Micro, Small, and Medium Enterprises (MSMEs). Several challenges faced by the cassava chips MSME at the KKN location include low business capacity and competitiveness due to limited branding and minimal utilization of digital marketing technology.The objective of this community service activity is to accelerate the capacity and competitiveness of the cassava chips MSME through digital branding assistance and the utilization of digital marketplaces. The implementation employed observation, socialization, and direct assistance methods to MSME actors, which included the creation and updating of brand identity (logo), registering the business location on Google Maps, and mentoring in the establishment of digital stores on e-commerce platforms. The results of this activity indicate an increase in MSME actors’ understanding of the importance of branding and digital marketing, as well as an expansion of product marketing reach through online channels. This KKN activity has a positive impact on enhancing business capacity and serves as an initial step toward strengthening the sustainable competitiveness of MSMEs.

Digital marketing has become a vital tool for business growth today, especially for housewives running small businesses. However, challenges such as a lack of technical knowledge and limited access to digital devices often hinder them from competing in the modern marketplace. In response to this phenomenon, the Community Service (PKM) initiative in Tamallayang Village, Bontonompo, was specifically designed to strengthen the capacity of housewives through education on the use of marketing technology to advance their businesses. This program employs a participatory training model that emphasizes two-way discussions and real-life case studies, allowing participants to understand and directly apply material such as digital marketing fundamentals, WhatsApp optimization, and content creation techniques. The success of this program is reflected in the substantial increase in competency and growing optimism of the participants in managing their businesses in the digital realm. The mothers now not only master the theory but are also able to execute the strategies they have learned to expand product exposure and boost sales figures. The benefits of this activity also have broad implications for strengthening the family economic structure and overall social welfare in the region. Going forward, the successful implementation of digital marketing strategies in Tamallayang Village is expected to become a prototype for empowering MSMEs in other areas, while also emphasizing that technological adaptation is a mandatory step in strengthening business competitiveness in the current era.

Purchase decisions represent a consumer’s process of selecting a product or service among various available alternatives. This study investigates the determinants of batik purchasing decisions in the modern market context, emphasizing shopping experience, traditional product quality, and brand image at the Tinularsih Batik Outlet in Temanggung. The study involved a population of 500 consumers, with a sample of 83 respondents selected using the Slovin formula. The empirical results reveal that traditional product quality has a significant positive effect on purchase decisions, while shopping experience shows a positive yet statistically insignificant influence. Furthermore, brand image does not significantly affect consumer purchase decisions. Theoretically, this study enriches consumer behavior literature by demonstrating that traditional product attributes remain a dominant factor influencing purchase decisions in culturally rooted industries such as batik. From a managerial perspective, the findings highlight the need for batik retailers to prioritize consistent product quality and authenticity, while also enhancing experiential elements and strengthening brand positioning to remain competitive in the modern marketplace.