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The growth of information technology has driven changes in consumer behavior, one of which is through e-commerce platforms such as Shopee. This phenomenon has generated a large number of customer reviews, including those for local cosmetic products such as Wardah. These reviews serve as an important source of information for understanding customer perceptions and satisfaction levels. However, manual analysis of large and linguistically diverse datasets is inefficient and potentially subjective. This study aims to implement the multi-category Naive Bayes algorithm to classify the sentiment of Wardah product reviews on Shopee into three categories: positive, negative, and neutral. The data were collected using a web scraping technique and processed through a series of preprocessing stages including case folding, tokenization, stopword removal, stemming, and text cleaning. Subsequently, term weighting was performed using the TF-IDF method prior to classification. Model performance was evaluated using a confusion matrix as well as accuracy, precision, and recall metrics. The results indicate that the multi-category Naive Bayes algorithm achieved an accuracy of 86.00%, a precision of 86.63%, and a recall of 98.24%. This approach can assist business practitioners in objectively understanding customer opinions and support decision-making in business strategy and product development.

Manggis Village, Mojosongo District, Boyolali Regency has considerable potential in local products, particularly in agriculture and processed food sectors. However, limited digital literacy among community members has caused marketing practices to remain conventional, with limited market reach and low promotional effectiveness. This community service program aims to improve community skills in creating, managing, and distributing digital content to support the promotion of local products. The methods used include training, hands-on practice, and mentoring in producing photo and video content, writing promotional captions, and managing social media platforms. The activity was conducted over two days and involved local SMEs, youth organizations, and village officials. The results indicate an improvement in participants’ ability to produce attractive digital content and manage social media accounts more systematically. In addition, a village digital media team was formed, and a two-week content plan was developed to ensure continuity. This program positively contributes to strengthening community capacity in utilizing digital media for broader, sustainable local product promotion while supporting economic competitiveness among rural communities in the future.

This study aims to comprehensively examine the role of brand image, trust, and promotional intensity in shaping purchasing decisions for Maybelline two-way cake cosmetic products in Batam City. The implemented research design adopted a descriptive quantitative approach involving 204 participants who had actual experience in purchasing the product in question. Respondents were determined through purposive sampling technique based on Jacob Cohen's calculations to ensure empirical representativeness of the research sample. Primary data were collected through the distribution of structured questionnaire instruments, then processed and analyzed using hierarchical statistical stages that included testing the validity and reliability of the instrument, verification of classical assumptions, multiple linear regression modeling, and hypothesis testing through partial (t) and simultaneous (F) tests. Empirical findings indicate that brand image contributes 23.9% to purchasing decisions, trust influences 39.1%, while promotion contributes the most dominant influence at 14.7%. The coefficient of determination (R²) value of 82.9% indicates that the three independent variables are simultaneously able to explain variations in consumer purchasing decisions in a substantial proportion. The results of both partial and simultaneous tests confirm a positive and significant influence between brand image, trust, and promotion on purchasing decisions for Maybelline cosmetics in Batam.

This study focuses on an in-depth analysis of how digital marketing strategies influence the decisions of residents of Mencirim Village, East Binjai District in purchasing health products. The scope of digital marketing studied includes social media platforms, the effectiveness of online advertising, the depth of marketing content, and the role of electronic reviews or electronic word of mouth (e-WOM). Using a quantitative approach with a survey method, this study involved 100 respondents selected through a purposive sampling technique. The main criteria for respondents were residents aged at least 17 years who had actively transacted health products digitally in the last three months. Data were collected through a 5-point Likert scale questionnaire and processed using multiple linear regression analysis with the help of IBM SPSS Statistics 26. The research findings revealed that partially, social media (β = 0.312), online advertising (β = 0.287), marketing content (β = 0.241), and e-WOM (β = 0.198) had a positive and significant influence on consumer purchasing decisions (p < 0.05). Collectively, the integration of these four variables explains 68.4% (R² = 0.684) of the dynamics of local purchasing decisions.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development; however, their competitiveness is often constrained by weak branding and limited digital marketing capabilities. This community engagement program aimed to strengthen brand identity and digital capacity of the “Pukle” catfish cracker MSME in Karangsuwung Village, Cirebon Regency, through an integrated branding and sharia-based digital marketing approach. A participatory–collaborative method was employed, consisting of needs assessment, Workshops, technical mentoring, and monitoring and evaluation. The interventions included the development of brand identity elements (logo, tagline, and visual guidelines), improvement of informative packaging, activation and optimization of WhatsApp Business, and utilization of TikTok Shop as a social commerce channel. In addition, a standard operating procedure for sharia-compliant digital content based on the principles of shiddiq (truthfulness), amanah (trustworthiness), fathanah (competence), and tabligh (communicativeness) was formulated to enhance consumer trust. The results indicate improvements in product professionalism, digital channel management, content consistency, and customer interaction. The integration of branding and sharia digital marketing proved relevant in building differentiation, expanding market access, and strengthening long-term business reputation. The program highlights that MSME digital transformation requires capacity building, continuous mentoring, and ethical value integration to ensure sustainable competitiveness.

Hypertension is a significant global health problem, especially in specific groups such as pregnant women. The high incidence and potential for serious complications demand non pharmacological management efforts and innovative use of local foods. This study examines the potential of local functional foods such as Ambon bananas, banana blossoms, and bamboo shoots as alternatives for health management and product development, particularly those related to hypertension in pregnant women. The method used was a systematic literature review using the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) approach, which encompasses four main stages: identification, screening, feasibility assessment, and analysis of results.The study results showed that the Ambon banana diet significantly reduced systolic and diastolic blood pressure. Factors such as age, family support, stress levels, and fast food consumption were shown to be significantly associated with the incidence of hypertension in pregnant women. Furthermore, bamboo shoot consumption significantly reduced blood cholesterol levels and blood pressure. In terms of product innovation, the fish floss formulation combined with banana blossoms or bamboo shoots received positive feedback from the panelists. The fermentation process of bamboo shoots is known to produce flour with a very high crude fiber content. Therefore, this local food has significant potential as a source of additional fiber and a raw material for value-added processed products to support food security and improve public health.

Kawengen Village, located in East Ungaran District, Semarang Regency, is one of the main corn-producing areas with strong potential to be developed into processed products with high economic value. However, limited community knowledge in product processing, business management, and marketing has prevented corn production from generating optimal added value. This community service program aims to strengthen village entrepreneurship through the establishment of a corn production house as a center for innovation, training, and business mentoring. The production house is expected to enhance community skills, promote economic independence, and support sustainable local economic development. The program was implemented through the PPK Ormawa initiative, which included socialization of corn-based product innovations, basic financial bookkeeping training, digital marketing training, product innovation workshops, and continuous mentoring in production, marketing, and financial management. The results demonstrate significant improvements in community skills in processing corn into value-added products, increased understanding of basic business financial management, and enhanced capacity to utilize digital media for market expansion. The corn production house also functions as a community collaboration hub that strengthens business development based on local resources. Overall, the strategy of developing village entrepreneurship through a corn production house has proven effective in encouraging the growth of productive community-based enterprises, strengthening local economic independence, and fostering entrepreneurial interest rooted in village potential.

This community service program aims to utilize Balinese orange peel waste into marketable jelly candy in Battu Winangun Village, Lubuk Raja District, Ogan Komering Ulu Regency. The implementation method included socialization, 2-day practical training, and production mentoring involving 30 participants from women's farmer groups, PKK mothers, and youth youth organizations. The results of the activity showed an increase in participants' knowledge from 15% to 92% about the economic potential of Balinese orange peel waste, with 85% of participants successfully producing good-quality jelly candy that met the criteria of chewy texture, balanced sweet-sour taste, and attractive bright color. This program successfully processed orange peel waste rich in natural pectin (18-25%) into a functional low-calorie product with a shelf life of 2-4 weeks. The program's impacts included the formation of independent business groups, a 25-30% reduction in organic waste, and increased public awareness of a sustainable circular economy. The final evaluation showed a 90% level of participant satisfaction, with 87% of participants interested in continuing independent production. In conclusion, this program effectively increases the added value of local agricultural products, empowers the community's economy, and creates social transformation toward a self-sufficient and environmentally conscious village.

Abstract. Competition conditions in the business world are currently increasingly tight, one of the products that must remain viable is ice tea products.. This research aims to find out how much influence Brand Equity, Brand Trust and Brand Experience have on customer loyalty for Juragan ice in the city of Semarang. The sampling method uses the Probability Sampling Technique with a purposive sampling method using the Slovin formula calculation. The population in this research is Juragan ice users in the city of Semarang, with a sample of 100 respondents and with Likert scale measurements. The analysis in this research was processed using SPSS software.The results of the research can be concluded that Brand Equity has an influence on customer loyalty for Juragan ice products with a significance value of 0.000 < 0.05 and t count 20.433 > t table 1.966, Brand Trust has an influence on customer loyalty for Juragan ice products with a value of 0.000 < 0, 05 and t count 3.663 > t table 1.966, and Brand Experience has an influence on customer loyalty for Juragan ice products with a significant value of 0.000 < 0.05 and t count 14.424 > t table 1.966. The research results also show that the results of the model feasibility test (f test) have a significance value of 0.000 <0.05. So it can be concluded that this test is feasible. This shows that the Juragan ice brand is trusted by the public because its quality is good.

Banana blossoms are often considered waste and rarely utilized by the community, even though this material is easily obtained, has nutritional value, and has the potential to be processed into economically valuable food products. This community service activity was carried out in Melati II Village, Pasar 6, Pala Hamlet, Perbaungan District, with the aim of providing assistance to the community in processing banana blossoms into chips as an alternative snack. The implementation method included a brief counseling on the potential and benefits of banana blossoms, training in processing techniques, hands-on practice in making chips, and a simple evaluation of the quality of the resulting product. The results of the activity showed that the community was able to process banana blossoms into chips with a crispy texture, acceptable taste, and an attractive appearance. In addition to improving community skills and creativity, this activity also helped reduce organic waste and opened up sustainable household-scale business opportunities for the local community.

Women's empowerment at the village level is a strategic step in strengthening household economics, especially in transitional areas such as Sunggu Manai Village, Pattallassang District. The main problems faced by partners are low productive skills and a lack of financial literacy, leading to economic dependence and vulnerability to illegal lending schemes. This community service activity aims to increase women's economic capacity through technical skills training and financial management. The method used is Asset-Based Community Development (ABCD) with stages of socialization, hardskill training (making processed products), and financial literacy workshops (cash management and investment awareness education). The results of the activity showed an increase in participants' knowledge by 45% based on pre-test and post-test scores. Furthermore, participants were able to manufacture products with marketable packaging standards and gained a new understanding regarding the separation of business cash from domestic cash. The conclusion of this activity is that the integration of practical skills and financial intelligence can encourage women's economic independence and create more sustainable family financial resilience.

Women's empowerment at the village level is a strategic step in strengthening household economics, especially in transitional areas such as Sunggu Manai Village, Pattallassang District. The main problems faced by partners are low productive skills and a lack of financial literacy, leading to economic dependence and vulnerability to illegal lending schemes. This community service activity aims to increase women's economic capacity through technical skills training and financial management. The method used is Asset-Based Community Development (ABCD) with stages of socialization, hardskill training (making processed products), and financial literacy workshops (cash management and investment awareness education). The results of the activity showed an increase in participants' knowledge by 45% based on pre-test and post-test scores. Furthermore, participants were able to manufacture products with marketable packaging standards and gained a new understanding regarding the separation of business cash from domestic cash. The conclusion of this activity is that the integration of practical skills and financial intelligence can encourage women's economic independence and create more sustainable family financial resilience.

Nickel has become a strategic mineral in the global industrial value chain, particularly for stainless steel production and electric vehicle battery manufacturing. As one of the world’s largest nickel producers, Indonesia has implemented a downstream industrialization policy aimed at increasing value added and strengthening export performance. This study analyzes the effects of international nickel prices, destination countries’ GDP per capita, exchange rates, and the downstreaming policy on the value of Indonesia’s nickel exports (HS 75) over the period 2010–2023. The study employs a quantitative approach using panel data regression with secondary data covering five major export destination countries, namely China, Japan, South Korea, Thailand, and Singapore. Based on the Chow and Hausman tests, the Fixed Effects Model is selected as the most appropriate estimation technique, indicating the presence of country-specific heterogeneity among importing countries. The results show that destination countries’ GDP per capita and international nickel prices have a positive and statistically significant effect on Indonesia’s nickel export value. The downstreaming policy dummy variable also exhibits a positive and significant impact, suggesting that the nickel ore export ban implemented since 2020 has effectively shifted export composition toward higher value-added processed nickel products. In contrast, exchange rates are found to have no significant effect on export performance. Overall, the findings provide empirical evidence supporting the effectiveness of Indonesia’s downstream industrialization policy and highlight the importance of global demand conditions in driving the performance of processed nickel exports.

This study aims to analyze the marketing of health-based local products in Plenen Village as a buffer village of the Batang Integrated Industrial Estate and its implications for community welfare. The identified problems include limited human resource capacity, restricted market access, and limited understanding of modern marketing strategies among micro and small business actors. This study employs a descriptive qualitative approach with a case study design. Primary data were obtained through in-depth interviews and field observations, while secondary data were collected from official documents, development reports, and related publications. Data analysis techniques included data reduction, data presentation, and drawing conclusions using source and method triangulation to ensure validity. The results indicate that the people of Plenen Village have diverse potential in health-based local products, including healthy processed foods and herbal products. The marketing strategies applied include direct marketing, digital marketing, and partnerships with local communities, which significantly improve community income and welfare. Major challenges still include limited product innovation and human resource capacity. This study concludes that marketing health-based local products can be an effective strategy to enhance the welfare of buffer village communities around industrial estates, provided it is supported by empowerment, innovation, and adequate policies.

Puger Kulon Village, located in Puger District, Jember Regency, is a coastal area in East Java with significant marine and fisheries potential. Most of the population earns their living as fishermen and small-scale fishery product processors (MSMEs). Unfortunately, the capacity of MSMEs in this area is still very limited, both in terms of technical skills and product variety. Processed fish products produced by the community are mostly shrimp paste and shredded fish. This community service activity aims to increase knowledge and additional skills for coastal MSMEs regarding the diversification of local processed fish products by encouraging the development of various processed fish products as an effort to increase product added value such as fish nuggets, fish balls, fish dumplings, and fish dim sum. The method used is counseling and technical training with direct practice in diversifying various fish products (fish nuggets, fish balls, dumplings, and fish dim sum). Evaluation was carried out using a pretest and posttest approach on 20 MSME participants using a knowledge assessment instrument. The results showed an increase in knowledge regarding fish processing diversification, with an average score of 74 before the training, increasing to 93 after the training, a 27% increase. Thus, the extension and training on fish processing diversification have proven effective in increasing the knowledge and skills of coastal MSMEs. This activity has the potential to improve the quality and diversity of local fish-based products, while strengthening the role of MSMEs in providing nutritious food from local potential as an effort to prevent stunting in coastal communities.

Post-harvest handling of chili in Indonesia is still largely done manually, requiring a relatively long processing time and producing products with a non-uniform level of fineness. This condition impacts low production efficiency and the quality of processed chili. Therefore, the application of appropriate technology in the form of a chili flour machine is needed to increase production capacity and consistency. This study aims to analyze the effect of the number of blades and mesh size on the production capacity of a disk mill type FFC 15 chili flour machine. The research method used was an experiment with a factorial design, involving two variations in the number of blades, namely three and four blades, and three variations in mesh size, namely 0.5 mm, 1 mm, and 3 mm. Each treatment combination was carried out three times. The results showed that the number of blades and mesh size had a significant effect on the machine's production capacity. The best treatment combination was obtained by using four blades with a mesh size of 3 mm, which resulted in a production capacity of 6.84 kg/hour and a Composite Desirability value of 0.983. These results indicate that proper arrangement of machine components can increase the efficiency of post-harvest chili processing.