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This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.

This service examines the use of the social media platform of the tiktok application which acts as an effort to approach digital promotion for micro, small and medium enterprises in Krobokan village, Juwangi. Although MSMEs allocate an important role in sales products to the community, they do not fully understand digital media.This service applies a qualitative method by conducting interviews and socialization to the community which amounts to around 30 people consisting of 10 MSME business actors. The results of the interview identified MSME actors in Krobokan village who are not fully aware of the importance of understanding the development of social media as a marketing media tool, therefore we provide education about sales through online media because they only market products traditionally in the village environment. TikTok as a strategic means in supporting sales in today's digital era because the TikTok application is one of the highest platforms that are widely used today such as the TikTok Shop and Live TikTok features in strengthening the introduction of sales to customers through social media. This service concludes that from traditional marketing by word of mouth to marketing in the digital era that focuses on creative digital marketing, efforts have great potential in developing the community's economy in the current digital era.

This study aims to analyze the strategies used by business actors in facing local market competition through Porter's Five Forces Model approach, which includes: the threat of new entrants, the threat of substitute products, the bargaining power of suppliers, the bargaining power of consumers, and the intensity of competition between competitors. This research uses a qualitative method with a descriptive approach. Data collection techniques were conducted through in-depth interviews with three categories of informants, namely business owners, employees, and consumers. Data analysis was conducted by identifying patterns, differences, and linkages between the strategies applied and aspects of Porter's Five Forces Model. The results showed that the main strendgth in local competition lies in the high intensity of competitors and the increasing number of alternative products offered. The integration strategy between online and offline marketing is proven to help dealers reach consumers more widely and build customer loyalty. The use of social media, digital promotions, and direct-to-consumer services such as exhibitions and local community partnerships are key to adaptation in the digital era. By understanding Porter's five aspects in depth, businesses can formulate strategies that are more adaptive, innovative, and highly competitive in the local market.

This study aims to analyze oppurtunities, threats, and sales strategies through the Tiktok Shop and Tokopedua applications in the Tangerang area. Tiktok Shop and Tokopedia are two major E-Commerce platforms in Indonesia. Tiktok Shop utilizies short video trends and live streaming features to attract young consumers, while Tokopedia offers a strong E-Commerce infrastructure to support online transactions. E-Commerce is a process whereby buyers and sellers exchange information, money, and goods using electronic media. Data collection techniques were carried out through surveys targeting the community in the Tangerang area by distributing questionnaires and using documentation and literature studies that compiled secondary data from official documents published by the Ministry of Cooperatives and Small and Medium Enterprises, APJII, Data Reportal, and the Tangerang City Communication and Information Agency. The result of this study show that the collaboration between Tiktok Shop and Tokopedia opens up enormous growth opportunities, especially for businesses in the Tangerang area. Tangerang is a region with rapid growth in internet users. The younger generation, who actively use tiktok for both entertainment and shopping, is a highly potential consumer segment. Through this collaboration, businesses can reach markets that were previously difficult to penetrate through traditional marketing methods.

This community service activity aims to empower the Galansia Business Group in Sait Buttu Saribu Village, Pematang Sidamanik District, Simalungun Regency, which is engaged in the processing of agricultural products and household products. The main problems faced by the partners include limited production capacity, inconsistent product quality, simple business management, and traditional marketing methods. To overcome these problems, the community service team applied a participatory approach by providing appropriate technology, business management assistance, and digital marketing training. The results of the activities showed a significant increase in production capacity, time efficiency, and product quality consistency thanks to the use of onion slicing machines and liquid soap mixing machines. In terms of marketing, the partners successfully utilized social media as a means of promotion and distribution, and improved product packaging to make it more attractive and professional. In terms of management, the partners were able to implement simple digital-based financial records and were facilitated in handling business legality. The impact achieved was an increase in members' income of more than 50% and the growth of entrepreneurial spirit among the village's elderly. This program has proven to be effective in supporting business independence and can be used as a model for community-based MSME empowerment in the digital era.

Kramat Village, located in Tlanakan District, Pamekasan Regency, is a coastal area with abundant fisheries resources, one of which is fish paste (petis ikan), a long-standing local product. However, the processing businesses in this village still face challenges, particularly in terms of simple packaging and traditional marketing patterns, making it difficult to compete in modern markets. To address these issues, the Community Service Program (KKN) of Universitas Madura implemented training and mentoring focused on packaging innovation and the introduction of digital marketing strategies. The implementation methods included field observations, interviews with business actors, training to improve product quality, trial application of new packaging, and program evaluation. The results indicated significant improvements in product packaging quality, entrepreneurial skills in branding, and the utilization of social media as a promotional tool. A key achievement was the shift in entrepreneurs’ mindset from merely producing for local consumption to targeting broader markets. The program’s contribution lies in producing more competitive fish paste products, enhancing entrepreneurial literacy among the community, and strengthening the competitiveness of local MSMEs. Therefore, this KKN activity not only creates short-term impacts but also opens opportunities for sustainable community economic development.

In addition to personal selling, Adhiwangsa Hotel and Convention Solo also utilized other IMC tools such as direct marketing, public relations, and digital marketing to maximize the effectiveness of their promotional efforts for the "So Kiss Me 2024" event. The hotel leveraged its existing customer database to send personalized invitations and promotions through WhatsApp, which proved to be an effective channel for engaging with customers directly. Social media platforms were also used to create awareness and drive attendance, with consistent messaging across all channels to maintain a unified brand voice. Furthermore, the hotel emphasized the importance of building strong relationships with its customers by maintaining regular communication. This strategy helped foster trust and loyalty, as customers felt valued and personally attended to. The event was promoted not only through traditional marketing tools but also through word-of-mouth, leveraging employees' personal networks to spread the message. The study also highlights the role of digital marketing tools in enhancing the reach of the hotel's communication efforts. By utilizing platforms like Instagram, Facebook, and WhatsApp, Adhiwangsa Hotel was able to reach a broader audience, particularly among younger consumers who are more active on social media. These platforms allowed for real-time updates, engagement, and interaction with potential customers, making the event more dynamic and accessible. Overall, the success of the "So Kiss Me" event can be attributed to the hotel's effective use of integrated marketing communications, where personal selling played a significant role in delivering a more personalized and direct message to potential customers. This case study illustrates the importance of adopting a multi-channel communication strategy to effectively engage target audiences and achieve marketing objectives.

Sukapura batik represents the local wisdom of the Tasikmalaya Regency community, showcasing their relationship with the surrounding natural and social environments. This batik has distinct characteristics, particularly in its color palette, which features dark blue, maroon, and beige tones. Despite its long history, Sukapura batik struggles to achieve the same recognition as well-known batik from regions like Cirebon, Solo, and Pekalongan. As a result, the number of batik artisans in Sukaraja has gradually declined. This research examines the communication efforts to preserve Sukapura batik and explore its growth potential. Using a qualitative method and a case study approach, the study gathers data from participants through interviews, observations, and the analysis of written documents, both online and offline. The results showed that there are differences in marketing strategies between craftsmen in Sukapura Village and Janggala Village. Sukapura Village craftsmen still rely on traditional marketing, while the Gandok Jaya Mukti Joint Business Group (KUB) utilizes exhibitions and social media. The main challenges are low digital literacy and limited capital. Sukapura batik has the potential for development, despite challenges posed by global competition. Realizing this potential depends on support from the local government in areas such as human resource development, as well as marketing and promotion through online channels. The sustainability of Sukapura batik relies on the government's and policymakers' proactive involvement to devise and implement strategies that enhance promotional and marketing endeavors, particularly those targeting the younger generation. Efforts to raise awareness of Sukapura batik require collaboration between artisans, the government, and the community. One approach is through education and training for young batik makers, as well as providing facilities to support digital marketing.

Crab farming in Prapag Kidul Village has significant potential to support the local economy. However, challenges such as price fluctuations, capital limitations, and traditional marketing approaches hinder business growth. This research aims to analyze crab farming business management strategies using a strategic management approach, including planning, implementation, and evaluation of business strategies. The research employed a qualitative approach through in-depth interviews and field observations. Results indicate that effective strategies include product diversification, digital marketing, cooperative partnerships, and financial management optimization. Synergy between crab farmers, government, and business stakeholders is necessary to enhance competitiveness and sustainability of the crab industry in this region. The study reveals that crab production in Prapag Kidul has increased by 31.6% over the past five years, while production value grew by 84.2%, demonstrating significant growth potential despite identified constraints in implementation.

This study explores the marketing strategies used by traders in Pasar Besar, Pasuruan City in dealing with changes in consumer behavior in the digital era. Data were obtained through semi-structured interviews and questionnaires, involving traders representing various types of products and marketing methods. Analysis was conducted qualitatively to explore key themes and quantitatively to identify patterns and trends. The results show that traditional marketing (direct selling) is still relevant because direct interaction creates emotional connections and increases buyer loyalty. However, this approach faces challenges due to the shift in buyer preferences to online shopping. Meanwhile, online marketing offers wider market reach, cost efficiency, and time flexibility, although its success is highly dependent on promotional capabilities and delivery management. The combination of traditional and online strategies has proven effective in reaching various buyer segments, providing significant sales increases. This approach requires careful planning to optimize the benefits of both methods without increasing operational costs. By understanding market needs and adjusting strategies, traders can maximize the potential of both approaches to achieve success amidst changing times.

The rapid advancement of digital technology has unlocked new opportunities in marketing, especially through social media platforms like TikTok. This study explores the synergy between viral marketing, gimmick marketing, and influencer marketing in driving the transformation of customer behavior from passive consumers to active participants within the digital marketing ecosystem. A quantitative approach was employed, collecting data from 200 respondents actively involved in digital marketing on TikTok as resellers, dropshippers, affiliates, and co-creators. Using the Partial Least Squares method for analysis, the findings reveal that viral marketing significantly influences the transformation of customer behavior. Similarly, gimmick marketing demonstrates a direct and significant impact on this transformation. Moreover, influencer marketing serves as a mediator, amplifying the effects of both viral and gimmick marketing on transformation of customer behavior. This behavioral shift is evident in the transition of consumers from passive roles to active contributors, taking on positions such as resellers, dropshippers, affiliates, and co-creators. At the same time, sellers are evolving from traditional marketing practices to utilizing e-commerce, social media, and live streaming to reach wider audiences. By actively engaging consumers, sellers foster a collaborative ecosystem where consumers play a pivotal role in expanding the marketing framework. To sustain long-term consumer engagement in this digital marketing ecosystem, it is essential to prioritize the selection of credible and relevant influencers while providing continuous education and support for resellers, dropshippers, and affiliates. This research strengthens the theory of planned behavior and the diffusion of innovations theory, offering fresh insights into designing marketing campaigns based on the 4Ps of digital marketing (Platform, Page, Program, and Posting) to address the needs of the digital era.

With the development of digital technology, especially in the food delivery service sector, the GrabFood and GoFood platforms have become one of the solutions for MSMEs to reach a wider range of consumers without having to rely on traditional marketing methods. This research uses a qualitative method with interviews with the owners of Lumpia Beef MSMEs in West Cikarang who use both platforms. The results showed that the utilization of GrabFood and GoFood significantly helped increase sales, expand market share, and increase business visibility amidst fierce competition. However, there are challenges faced by MSMEs, such as high commission costs and competition with big brands on the same platform. This research recommends strategies to optimize the use of marketplaces, such as improving customer service, promotions, and managing operational costs, to improve the competitiveness and sustainability of MSMEs in the digital era.

This research discusses the communication strategy between sellers and buyers on social media as part of an effective marketing strategy. Social media has become a key platform in modern marketing due to its ability to create direct interaction and build relationships between sellers and buyers. The communication strategies applied include the use of relevant content, personal approach, quick response, and utilization of interactive features of social media. The results show that effective communication can increase customer engagement, build trust, expand market reach, and drive increased sales. However, there are challenges in maintaining communication consistency and facing increasing competition in the digital world. Therefore, an innovative and customer-focused approach is required to achieve success in marketing through social media. Communication strategies between sellers and buyers on social media play an important role in supporting the success of marketing strategies in the digital age. Social media has evolved into a major platform for direct interaction between sellers and buyers, offering ease of access, wide reach, and cost-effectiveness compared to traditional marketing methods. This research explores the various communication strategies used by sellers to build relationships with buyers, including the use of relevant and engaging content, a data-driven personalized approach, and prompt responses to customer needs and questions. This research concludes that an effective communication strategy on social media serves not only as a promotional tool, but also as a means to build long-term relationships between sellers and buyers. With the right approach, social media can be a powerful platform to support marketing success, increase customer satisfaction, and achieve overall business goals.

MSME governance is one way to ensure that their business performance is sustainable and sustainable. Various methods are used to handle these governance problems. The aim of this Community Service (PKM) activity in the MSME sector is to implement MSME Governance within the Cikerai Village environment. The method used is conducting surveys and interviews with four stages starting from analysis to reporting. The results of PKM activities were carried out on the owner of the MSME business Mrs. Nay with the Nayy brand, who has a cassava chips snack business with financial and marketing constraints. After carrying out this activity, there was an understanding of MSME players, especially recording financial reports and developing traditional marketing into digital marketing

In an increasingly digital era, traditional marketing must be equipped with digital strategies to compete in the global market. The purpose of this study is. develop an effective digital distribution strategy to increase brand awareness and sales of Batik Tulis Asthina. The research method used is a case study with a qualitative approach. Information was also obtained from interviews with the owners. The results show that the use of Tokopedia's social media such as Instagram, Facebook, and Shopee significantly increases brand visibility and interaction with customer

Digital development in urban and rural areas is developing unevenly. The development of technology and information tends to still be centered in urban areas. This then makes it difficult for rural communities to compete in increasing their product sales because of limited access to technological tools and information. In addition, people in rural areas still use traditional marketing methods in marketing their products. Through the use of digital marketing, it is hoped that people will be able to increase their sales through this method. The use of digital marketing media as a promotional medium will allow business actors to have a wider reach in finding new customers, so that it is the key to increasing product sales and strengthening their presence in an increasingly competitive market. Based on these conditions, efforts need to be made in utilizing digital marketing to increase sales so that they can generate more sales and be widely known to the public. The initial step taken by the community service team was to provide socialization to the community regarding training on the use of digital marketing that would be applied to the business group.

In the ever-evolving digital era, marketing is undergoing significant changes. Rapid developments in the world of marketing demand a deep understanding of effective methods in reaching the target market. The purpose of this research is to compare how influencer marketing and traditional marketing strategies can influence young audiences' purchase intention. This research uses a qualitative approach with a literature study method, and focuses on the influence of influencer marketing and traditional marketing strategies on young consumers' purchase intention. Influencer marketing is an important strategy for market segmentation, building trust, and faster turnaround time. With a large social media following, digital influencers can significantly influence consumers' purchase intention. Authenticity and personal engagement are key aspects of influencer marketing. Combining traditional and influencer marketing can create a responsive strategy for young audiences. Influencer marketing and traditional marketing significantly impact consumer interest and advertising effectiveness. The marketing mix increases trust and confidence, which leads to increased purchase decisions. Understanding the influence of influencers can help companies develop effective strategies, allocate resources wisely and increase profits.

In the current digital era, traditional marketing has transformed into digital marketing. One sector that can take advantage of this change is the fish farming sector, especially catfish. This article outlines various digital marketing strategies that can be implemented to increase sales and brand awareness of catfish farming. Catfish farming has become one of the fastest-growing fishing industries, and with the development of digital technology, online marketing has become an important strategy to achieve success in the catfish farming business. This article presents a journal about digital marketing strategies in catfish farming, which includes research, experience, and guidance for utilizing digital platforms to increase the success of the catfish farming business