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This research is motivated by the phenomenon of decreasing number of customers at Emdee Easy Beauty Clinic Batam, which indicates the need for an evaluation of marketing strategies. The purpose of this study is to analyze the influence of price, promotion, brand image, and product quality on consumer satisfaction. The research method used is quantitative associative with a sample of 91 respondents taken using simple random sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that simultaneously, price, promotion, brand image, and product quality had a significant effect on consumer satisfaction (F count 14.111 > F table 2.47). Partially, the variables of price, promotion, and brand image have a positive and significant influence, but product quality does not have a significant effect on consumer satisfaction in this study. The implication of these findings is that clinic management needs to prioritize competitive pricing strategies, strengthen promotional activities, and maintain a positive brand image to sustain and increase customer satisfaction.

This research was conducted to describe the condition of displaced communities who experience limitations in meeting basic needs, such as decent housing, access to education, and health services. Socio-economic inequality is the main factor that affects the quality of life of vulnerable groups, including children, adults, and the elderly. The Rumah Asa program is designed as an effort to provide protection, psychological support, and economic empowerment through skills training and health services according to needs. The research used a qualitative approach through interviews, field observations, and questionnaire dissemination to gain an in-depth understanding of the respondents' living situation. The research population consisted of displaced individuals who had the potential to become beneficiaries of the program. The data obtained were analyzed to identify patterns of vulnerability and intervention needs. The results showed that each respondent faced unstable socio-economic conditions, with limited income, lack of family support, and high health risks. The discussion showed that neglect is multidimensional and requires comprehensive interventions that include material, emotional, social, and health aspects. The conclusion of the study confirms that the Rumah Asa Program has great potential as a model of effective social intervention in improving the quality of life of vulnerable groups, as long as it is supported by the collaboration of the community, government, and social institutions.

Intellectual property rights (IPR) are an important legal tool for trademark ownership, protecting business quality, and protecting a company's economic interests. Consumers build trust in trademarks because they signal distinct product quality and reflect a positive and consistent corporate image. Trademark protection is regulated by national law under Trademark Law No. 20 of 2016, which provides legal certainty for trademark owners. This law stipulates that a trademark is only valid if it has distinctive elements, is not imitative, and has been officially registered with an authorized institution. The "first come, first served" principle in Indonesian trademark law can be interpreted as a mechanism that grants rights to the first party to file a valid application. However, the application of this principle in practice often raises complex legal issues, particularly when a trademark has already gained widespread public recognition prior to its formal registration. This study focuses on evaluating this legal protection through a normative legal research method by examining applicable laws, regulations, and court decisions related to trademark disputes in Indonesia. The Geprek Bensu dispute has attracted public attention because it highlights the conflict between legal provisions regarding trademark ownership and public perception. This case demonstrates that the existing legal framework still requires further refinement to balance the interests of trademark registrants with those of parties who have built public reputation through prior commercial use. Therefore, legal reform and consistent law enforcement are essential to ensure fair and comprehensive trademark protection in Indonesia.

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 examine how online promotion, product innovation, and brand image affect product competitiveness in Batam City's flower bucket equipment industry (CV Acmeteam). This study employs a quantitative methodology, gathering information from 100 respondents via questionnaires using Simple Random Sampling with Slovin formula from a population of 135 active customers. Data were analyzed through validity tests, reliability tests (Cronbach's Alpha = 0.750), classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, partial t-test, simultaneous F-test, and coefficient of determination (R²). Results show that all questionnaire items are valid and reliable. The normality test (Asymp. Sig. = 0.866 > 0.05) indicates normally distributed data, and no multicollinearity (VIF < 10) or heteroscedasticity (Sig. > 0.05) was detected. Regression analysis reveals that online promotion (β = 0.521, Sig. = 0.041), product innovation (β = 0.668, Sig. = 0.033), and brand image (β = 0.458, Sig. = 0.049) each significantly influence product competitiveness. Simultaneously, all three variables are significant (F = 9.876, Sig. = 0.000) and explain 44.9% (R² = 0.449) of product competitiveness variance. Product innovation is the strongest predictor. This study concludes that strong brand image, continuous product innovation, and effective digital marketing are essential pillars for enhancing product competitiveness. Business actors must optimize these three elements to compete effectively in an increasingly open creative industry market.

The principle of good faith constitutes a fundamental element within Indonesia’s trademark law system, particularly in processes ranging from trademark registration to the cancellation of registered marks. This study examines the role of the good faith principle as a primary legal foundation for trademark annulment, using the dispute over the Minyak Kutus Kutus trademark as a case study. The conflict emerged when the trademark was registered by an individual who was not the original creator, leading to legal disputes and judicial examination. This research adopts a normative juridical method by analyzing various legal sources, including statutory regulations, court decisions, and relevant legal doctrines. The findings indicate that the principle of good faith is not merely an ethical norm but also functions as an important legal instrument to protect the legitimate rights of original trademark owners from attempts of unlawful control through bad-faith registration. Furthermore, the court’s decision in the Kutus Kutus case demonstrates the crucial role of enforcing the good faith principle in maintaining legal certainty while ensuring protection for fair and honest business actors in Indonesia’s trademark system.

This study aims to determine the influence of Product Quality, Price Perception, and Brand Image on Purchase Decisions in Shopee application users in South Jakarta. The population in this study is Shopee application users in South Jakarta who have made purchases in the last six months. The research sample was determined using the Non Probability Sampling method with the Lemeshow formula and obtained as many as 96 respondents who were considered to represent the characteristics of the population. Data was collected through a questionnaire with a Likert scale distributed through Google Form, then processed using Microsoft Excel 365 and SPSS software version 29 for descriptive analysis and hypothesis testing. The analysis techniques used included validity tests, reliability, classical assumption tests, multiple linear regression analysis, as well as t-tests and F-tests. The results showed that Product Quality, Price Perception, and Brand Image had a significant effect on Purchase Decisions in Shopee application users, both partially and simultaneously, which indicates the importance of marketing strategies based on product and brand values in improving consumer purchase decisions.

Trademarks not only serve as product identities but also represent the reputation and trust built by a company over the long term. In increasingly fierce global competition, legal protection for brands, especially well-known brands, is crucial. This study examines the legal implications of alleged trademark infringement by the Louis Vuitton Dak restaurant in Korea, which resembles the luxury brand Louis Vuitton. The purpose of the study is to analyze the application of Law Number 20 of 2016 concerning Trademarks and Geographical Indications and to assess the effectiveness of law enforcement against such violations. The method used is normative juridical with a statutory and conceptual approach. The analysis focuses on similarities in principle, the element of bad faith in trademark registration, and violations of exclusive rights to well-known brands. The results of the study indicate that although regulations have provided protection, law enforcement in practice still faces various obstacles and has not fully created a deterrent effect.

Development of digital media has driven significant changes in public relations practices, particularly through the implementation of Digital Public Relations (Digital PR) as an organizational communication strategy. Digital PR allows companies to build two-way relationships with the public and shape brand image in a more interactive and sustainable manner. This study aims to analyze the influence of Digital Public Relations on Dove's brand image in the #RealBeauty campaign. The study uses a quantitative approach with a survey method involving 100 social media users who are aware of the #RealBeauty campaign. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression. The results of the study show that Digital Public Relations has a significant effect on Dove's brand image. Digital PR elements such as the quality of digital content, interactivity, message credibility, and value consistency have been proven to contribute to shaping positive consumer perceptions. This study affirms the strategic role of Digital PR in building a brand image based on social values in the digital era.

Micro, Small and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy, but still face significant obstacles in intellectual property rights protection, particularly patents and trademarks. This study aims to analyse the legal aspects of patent and trademark registration for MSMEs based on the Indonesian legal framework, with a focus on the implementation of Law No. 28 of 2014 on Copyright and related intellectual property regulations. The research method uses a normative legal approach with a literature analysis of legislation, scientific journals, and the latest statistical data. The results of the study show that the level of patent and trademark registration by MSMEs in Indonesia is still very low, with only 2.3% of MSMEs having registered their trademarks in 2023. The main obstacles include limited legal understanding, high registration costs, complex administrative procedures, and a lack of socialisation. This study recommends simplifying regulations, subsidising registration costs, improving legal education, and strengthening synergy between the government, academics, and MSME actors to improve the protection of intellectual property rights in the MSME sector in Indonesia.

This study aims to analyze the influence of the @starbucksindonesia account's use of Instagram as a communication medium on brand image following the pro-Israel boycott. The boycott arose from Starbucks' alleged involvement in the Israeli-Palestinian conflict, which triggered a decline in its reputation and negative sentiment among Indonesians. In this situation, Instagram, as a visual-based social media platform, was utilized as a primary means of shaping public opinion and responding to the crisis. The study employed a quantitative approach using an online questionnaire survey. Respondents were 100 followers of the @starbucksindonesia Instagram account, aged 18–35, and former Starbucks customers. Data analysis was conducted using validity and reliability tests, simple linear regression, t-tests, and coefficients of determination using SPSS version 27. The results showed that all research instruments were valid and reliable. The main finding demonstrated that Instagram use had a statistically significant effect on Starbucks' brand image. The coefficient of determination value indicated a strong relationship, indicating that the majority of changes in respondents' perceptions were influenced by communication via Instagram. This research supports the Uses and Effects theory, which states that social media not only serves as an information provider but also has the ability to shape consumer perceptions and attitudes. Therefore, Instagram plays a strategic role in digital communications for crisis management and brand image restoration.

Abstract. This study analyzed the effectiveness and impact of extracurricular programs at SMP Nurul Huda in Bogor Regency, Indonesia, aiming to identify areas for improvement in fostering holistic student development.  The research employed a qualitative approach, gathering data through interviews with eleven students and one teacher, supplemented by direct observation of extracurricular activities and document review.  Findings revealed that the effectiveness of the four extracurricular programs (scouting, pencak silat, flag raising team, and archery) was moderate, indicating significant room for improvement.  Interviews with students and teachers highlighted the need for enhanced performance in competitions, more structured evaluation methods, and increased oversight from school administration.  To optimize the programs' impact, the study recommends improvements in student performance, more robust evaluation systems, stronger administrative oversight, enhanced resources, and professional development for instructors.  These changes would better support the holistic development of students and contribute to a more effective extracurricular program.   Keywords: effectiveness , extracurricular activities, students   Abstrak. Penelitian ini menganalisis efektivitas dan dampak program ekstrakurikuler di SMP Nurul Huda, Kabupaten Bogor, Indonesia, dengan tujuan mengidentifikasi area peningkatan untuk pengembangan holistik siswa.  Penelitian ini menggunakan pendekatan kualitatif, mengumpulkan data melalui wawancara dengan sebelas siswa dan satu guru, dilengkapi dengan observasi langsung kegiatan ekstrakurikuler dan peninjauan dokumen.  Hasil penelitian menunjukkan bahwa efektivitas empat program ekstrakurikuler (pramuka, pencak silat, paskibra, dan panahan) berada pada tingkat sedang, yang mengindikasikan adanya ruang yang signifikan untuk perbaikan.  Wawancara dengan siswa dan guru menyoroti perlunya peningkatan prestasi dalam kompetisi, metode evaluasi yang lebih terstruktur, dan pengawasan yang lebih ketat dari pihak sekolah.  Untuk mengoptimalkan dampak program, penelitian ini merekomendasikan peningkatan prestasi siswa, sistem evaluasi yang lebih kuat, pengawasan administrasi yang lebih efektif, peningkatan sumber daya, dan pengembangan profesional bagi instruktur.  Perubahan-perubahan ini akan lebih mendukung pengembangan holistik siswa dan berkontribusi pada program ekstrakurikuler yang lebih efektif.   Kata kunci: efektivitas, ekstrakurikuler, siswa  

Penelitian ini dilatarbelakangi oleh kedudukan akta notaris sebagai instrumen hukum yang memiliki kekuatan pembuktian otentik, namun efektivitasnya dalam sengketa merek masih diperdebatkan. Rumusan masalah penelitian ini meliputi: (1) bagaimana kedudukan hukum akta notaris dalam perkara sengketa hak atas merek POLO di Indonesia? (2) apa implikasi yuridis dari penggunaan akta notaris terhadap perlindungan hukum pemilik merek dalam sengketa tersebut? Metode yang digunakan adalah penelitian hukum normatif dengan pendekatan perundang-undangan, konseptual, dan kasus, didukung data primer melalui wawancara dengan praktisi. Bahan hukum primer berupa UU Jabatan Notaris, UU Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis, serta Putusan Mahkamah Agung Nomor 614 K/Pdt.Sus-HKI/2023 dianalisis secara kualitatif. Hasil penelitian menunjukkan bahwa akta notaris memiliki kedudukan kuat sebagai alat bukti otentik dalam perjanjian lisensi maupun pengalihan merek. Namun, dalam kasus POLO, Mahkamah Agung lebih mengutamakan prinsip penggunaan pertama (first use) dibanding sekadar keberadaan akta notaris, sehingga akta tersebut tidak menjadi penentu utama. Kesimpulannya, meskipun akta notaris memberikan kepastian hukum dan perlindungan preventif, efektivitasnya tetap bergantung pada kesesuaian dengan fakta penggunaan merek. Saran penelitian adalah perlunya penguatan regulasi mengenai keharusan pencatatan akta pengalihan atau lisensi merek di DJKI, serta peningkatan peran notaris dalam memastikan substansi akta sesuai fakta hukum agar dapat mendukung perlindungan hukum yang lebih optimal.

Fenomena meningkatnya penggunaan layanan pinjaman online di kalangan mahasiswa menimbulkan kekhawatiran terhadap potensi risiko finansial yang dapat mengganggu kesejahteraan dan performa akademik mereka. Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis perilaku manajemen risiko mahasiswa STIEPARI Semarang dalam penggunaan layanan pinjaman online, mengidentifikasi faktor-faktor yang memengaruhi pembentukan perilaku tersebut, serta memahami implikasinya terhadap kesejahteraan finansial mahasiswa. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain fenomenologi, melibatkan 14 mahasiswa sebagai informan utama. Temuan menunjukkan adanya kesenjangan substansial antara pemahaman konseptual mahasiswa tentang risiko dengan praktik aktual dalam pengambilan keputusan finansial, di mana mahasiswa dengan latar belakang pendidikan ekonomi tidak selalu menunjukkan perilaku manajemen risiko yang lebih baik. Rekomendasi penelitian mencakup pengembangan program edukasi berbasis experiential learning, implementasi sistem mentoring oleh mahasiswa senior, dan pembentukan early warning system untuk mendeteksi mahasiswa berisiko mengalami masalah kredit.

Penelitian ini mengkaji identitas visual merek Pia Saronde—salah satu produk kuliner khas Gorontalo—dengan menggunakan pendekatan semiotika yang berlandaskan teori Roland Barthes. Sebagai salah satu UMKM yang bergerak di sektor pangan, merek ini sangat bergantung pada peran logo untuk membentuk persepsi konsumen, memperkuat posisi merek, serta membedakannya dari produk lain dalam persaingan pasar. Penelitian ini bertujuan menelaah struktur visual yang membentuk logo, menginterpretasikan makna denotatif dan konotatif yang muncul, serta menilai sejauh mana logo tersebut mampu merepresentasikan nilai-nilai budaya lokal. Penelitian ini menggunakan metode deskriptif kualitatif dengan memadukan pengamatan visual terhadap logo dan kajian pustaka yang relevan. Hasil analisis menunjukkan bahwa kombinasi warna kuning dan coklat pada logo mampu menimbulkan kesan hangat, manis, dan menggugah selera, sedangkan bentuk tipografi yang melengkung menghadirkan citra tradisional, akrab, dan bernuansa rumahan. Selain itu, penggunaan nama “Saronde” menciptakan hubungan simbolis dengan Pulau Saronde yang terkenal, sehingga memperkuat keterikatan merek terhadap identitas daerah. Secara keseluruhan, temuan penelitian ini menunjukkan bahwa logo tersebut berhasil mengomunikasikan keterkaitan budaya dan citra kuliner yang diusung produk. Meskipun demikian, penelitian ini merekomendasikan adanya pengembangan pada beberapa elemen simbolik dan peningkatan adaptasi visual untuk kebutuhan media digital guna memperkuat daya saing merek.

The personal care product industry, particularly bath soap, is becoming increasingly competitive as public awareness of health and hygiene grows. Lifebuoy is a long-trusted bath soap brand, but according to data from the Top Brand Index 2021–2024, Lifebuoy is experiencing a significant downward trend. This situation indicates a problem in consumer purchasing decisions, making it crucial to examine the factors influencing it. This study aims to analyze the influence of advertising and brand image on purchasing decisions for Lifebuoy bath soap in Semarang City, with purchase intention as an intervening variable. This study used a quantitative approach with explanatory research. The population in this study was all Lifebuoy bath soap users in Semarang City. The sample was determined using a non-probability sampling method using the Lemeshow formula, resulting in 96 respondents. Data analysis techniques used Descriptive Statistical Analysis, Measurement Model Evaluation (Outer Model), and Structural Model Evaluation (Inner Model) using the SmartPLS 0.4 application. The results of the study indicate that advertising has a direct influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, advertising does not have a significant direct influence on purchase intention, brand image has a positive and significant influence on purchase intention, purchase intention has a positive and significant influence on purchase decisions, purchase intention mediates the relationship between advertising and purchase decisions, and purchase intention mediates the relationship between brand image and purchase decisions.

The development of the automotive industry, especially automatic motorcycles in Indonesia, is increasingly rapid and triggers fierce competition between manufacturers, including Piaggio with the Vespa Matic LX product which has a unique design, elegant image, and different characteristics from other automatic motorcycles. This study aims to analyze the influence of price perception, promotion, product quality, lifestyle, and brand image on the interest in buying Vespa Matic LX in people in Tegal City. The research approach uses quantitative methods with survey techniques. The study population is the people of Tegal City who use or own a Vespa Matic LX, and because the population is unknown, the sample determination uses the Lemeshow formula so that 100 respondents were obtained. Data analysis included instrument tests, classical assumption tests, and multiple linear regressions with the help of IBM SPSS Statistics 22. The results showed that all variables—price perception, promotion, product quality, lifestyle, and brand image—had a positive and significant effect on purchase interest. These findings confirm that the management of the right marketing strategy in terms of price, promotion, quality, lifestyle, and brand image can increase consumer interest in the Vespa Matic LX. This research provides important implications for companies in formulating marketing strategies that are more effective and oriented to consumer needs.

Latar Belakang: Penyakit Tidak Menular (PTM) merupakan salah satu masalah kesehatan utama di Indonesia yang berdampak besar terhadap kualitas hidup masyarakat, termasuk mereka yang tinggal di wilayah pedesaan. Upaya pencegahan dan peningkatan kesadaran dini melalui pemeriksaan kesehatan rutin menjadi strategi dalam menurunkan risiko PTM pada berbagai kelompok usia. Tujuan: Kegiatan pengabdian kepada masyarakat ini bertujuan untuk melakukan pemeriksaan kesehatan guna mendeteksi faktor risiko PTM melalui pengukuran kadar asam urat, kolesterol, glukosa darah, tekanan darah, serta pengukuran antropometrik (berat badan dan tinggi badan). Metode: Kegiatan dilaksanakan melalui kolaborasi antara kampus dan Posbindu di Desa Ngrawan, Jawa Tengah pada bulan Juli-September 2024. Pemeriksaan dilakukan terhadap tekanan darah, kadar glukosa, asam urat, kolesterol, berat, dan tinggi badan. Data dianalisis secara deskriptif untuk memetakan risiko PTM pada kelompok usia produktif dan lanjut usia. Hasil: Sebanyak 70 warga mengikuti pemeriksaan, terdiri atas 59% usia lanjut dan 41% usia produktif, dengan mayoritas perempuan (90%). Sebagian besar kadar asam urat dan glukosa normal, namun ditemukan kolesterol tinggi pada usia produktif (45%) dan lanjut usia (67%), serta hipertensi pada kedua kelompok (66% dan 59%). Kesimpulan: Kegiatan kolaboratif antara kampus dan Posbindu di Desa Ngrawan menunjukkan partisipasi masyarakat yang tinggi serta mengungkap potensi risiko hipertensi dan kolesterol tinggi. Sinergi ini menegaskan kebutuhan penguatan kader dan keberlanjutan Posbindu dalam deteksi dini dan pencegahan PTM di pedesaan.

Latar Belakang: Remaja merupakan masa peralihan dari anak-anak ke masa menuju dewasa dan selama perubahan tersebut akan ada terjadi perubahan baik secara hormonal, fisik, perilaku serta hubungan sosial. Kekerasan verbal dapat terjadi dimana saja, baik di lingkungan kerja, lingkungan rumah, sesama teman, maupun kedua orangtua terhadap anaknya. Kekerasan verbal tentu bukanlah hal yang dapat dinormalisasi dalam kehidupan. Kekerasan verbal merupakan kekerasan yang dilakukan dengan kata-kata kasar, hinaan, umpatan, olok kan, dan perkataan lain yang membuat lawan bicara marah, tersinggung, atau emosi. Studi pendahuluan pada remaja usia 12-15 tahun dari 5 anak (100%) tersebut semuanya sering menggunakan kata tidak baik, seperti anjay, resek, brengsek, kimey. Tujuan: peningkatan pengetahuan dan penerapan komunikasi verbal dan non verbal yang digunakan kelompok remaja usia 12-15 tahun Metode: Pengabdian masayarakt ini menggunakan motode ceramah dengan bentuk penyuluhan kesehatan Hasil: Penyuluhan yang dilakukan pada remaja yang awalnya sekitar 87% mereka kurang faham jenis komunikasi verbal dan non verbal yang baik dan benar untuk komunikasi sehari-hari, selama ini komunikasi yang digunakan dengan teman merupakan kata-kata umum dikalangan remaja sehingga menganggap kata-kata tersebut hal biasa menjadi 95% mengerti, bisa menerapkan komunikasi verbal dan non verbal yang baik, remaja mengerti bahwa kata-kata selama ini yang mereka ucapkan termasuk tindakan bullying. Kesimpulan: Komunikasi merupakan hal yang mempengaruhi tumbuh kembang anak remaja dalam menjalani kehidupan menuju dewasa nanti. Komunikasi yang baik akan memberikan dampak yang baik pula demikian sebaliknya jika komunikasi tidak baik maka akan terbawa hingga dewasa

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.