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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 effect of service quality, store atmosphere, and word of mouth on repurchase intention of Batik Lochatara Kediri consumers. This research employs a quantitative approach with a causal associative design. Data were collected through questionnaires distributed to 96 respondents who are customers of Batik Lochatara Kediri, selected using accidental sampling. The research instrument was measured using a five-point Likert scale. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, preceded by validity, reliability, and classical assumption tests. The results reveal that partially, word of mouth has a positive and significant effect on repurchase intention, while service quality and store atmosphere do not show a significant effect. However, simultaneously, service quality, store atmosphere, and word of mouth have a significant influence on repurchase intention. These findings indicate that positive consumer recommendations and shared experiences play a more dominant role in encouraging repurchase intention in the context of local batik MSMEs. Therefore, strengthening word-of-mouth strategies is essential to enhance customer loyalty and business sustainability.

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

This study aims to determine the effect of service quality (X1), electronic word of mouth (e-WOM) (X2), and consumer experience (X3) on purchasing decisions (Y) among consumers of Facebook Marketplace in Kediri. This research is a quantitative study processed using statistical methods. The data collection techniques used were primary and secondary data. The sampling technique employed was incidental sampling, with a total sample of 96 respondents. The research data were obtained through questionnaires, literature studies, and documentation. The analytical techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The results of the multiple linear regression analysis yielded the equation:Y = 5.686 + 0.191X1 + 0.242X2 + 0.425X3 + e. The t-test results showed that the service quality variable obtained a t-value of 2.215 with a significance level of 0.029, the e-WOM variable obtained a t-value of 2.072 with a significance level of 0.041, and the consumer experience variable obtained a t-value of 4.557 with a significance level of 0.000. The F-test results showed an F-value of 39.217 with a significance level of 0.000. Based on these results, it can be concluded that there is a partial effect of service quality on purchasing decisions, e-WOM on purchasing decisions, and consumer experience on purchasing decisions. Moreover, there is a simultaneous influence of service quality, e-WOM, and consumer experience on purchasing decisions.

This study aims to analyze the effect of price, green knowledge, and electronic word of mouth (eWOM) on purchase intention toward electric bicycles in Kediri City. A quantitative approach with a causal-comparative design was employed. Data were collected through an online questionnaire involving 112 respondents familiar with electric vehicle concepts, using purposive sampling. The validity and reliability tests confirmed that all research instruments were valid and reliable. Data analysis was performed using multiple linear regression with SPSS version 26. The results reveal that all independent variables have a positive and significant effect on purchase intention, with an R² value of 0.893. Among them, eWOM has the most dominant influence compared to price and green knowledge. These findings indicate that reasonable price perception, adequate environmental knowledge, and positive online reviews simultaneously enhance consumers’ purchase intention for electric bicycles. This study supports the Theory of Planned Behavior in explaining eco-friendly purchasing behavior and provides strategic implications for companies to apply value-based pricing, environmental education campaigns, and effective digital promotion strategies.

In the current digital era, consumer perceptions and decisions can be influenced by social media, one of which is TikTok, in the dissemination of information through Electronic Word of Mouth (eWOM) which can influence consumer behavior. This study aims to analyze eWOM on TikTok towards the purchase intention of Azarine serum products using the Information Adoption Model (IAM) approach. This model examines how information quality, information quantity, and information credibility affect the usefulness of information which then has an impact on information adoption and purchase intention. This study was conducted with a quantitative approach, where data was collected by distributing questionnaires to respondents who were TikTok users and had been exposed to Azarine serum content. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS software. The results showed that information quality did not have a positive and significant effect on the usefulness of information, while information quantity and information credibility had a positive and significant effect on the usefulness of information. Furthermore, the usefulness of information had a positive and significant effect on information adoption and information adoption had a positive and significant effect on purchase intention. These findings emphasize the importance of information characteristics in shaping consumer decisions and can be a reference for companies in designing more effective digital communication strategies on social media.

This study aims to examine the influence of electronic word of mouth (e-WOM) specifically its quality, quantity, and credibility on purchase intention, with brand awareness as a mediating variable for Mixue products in Jember Regency. The research employed a quantitative explanatory method using purposive sampling involving 160 respondents. The findings indicate that e-WOM quality, quantity, and credibility significantly influence purchase intention. However, only e-WOM credibility has a significant impact on brand awareness and is proven to mediate the relationship between e-WOM credibility and purchase intention. In contrast, e-WOM quality and quantity do not significantly affect brand awareness, and thus brand awareness does not mediate their relationship with purchase intention. These findings highlight the importance of information credibility in building brand awareness and enhancing consumers' purchase intention.

The increasing intensity of ultraviolet (UV) radiation due to global warming poses serious risks to skin health and has led to a rising market demand for natural-based skincare products. Jabiras Body Scrub is an innovative body care product formulated from guava and brown rice to protect and nourish the skin from UV exposure. This program aims to produce an organic-based skincare product while empowering local farmers as raw material suppliers. The target market includes men and women aged 17 and above across Indonesia, including visiting tourists. Laboratory tests show that each 50-gram package of Jabiras contains 3% vitamin C and 1% antioxidants, which are effective in improving skin condition within two weeks. The product is registered with a Business Identification Number (NIB) and has obtained Intellectual Property Rights (IPR) for its brand and promotional flyer. Marketing strategies are carried out digitally via social media and e-commerce, as well as conventionally through entrepreneurship expos and word of mouth. This initiative has reached its break-even point, with a total of 250 units sold from May to September, generating IDR 9,750,000 in revenue. This activity not only achieved its sales targets but also strengthened the foundation for a sustainable business model that supports local farmers.

Pets and livestock play an important role in everyday life, both economically and socially. However, both require optimal care and health to ensure their well-being and prevent potential health risks to humans. Annajah Vet Care, Pet & Poultry Shop comes as a veterinary clinic that provides comprehensive health services, such as vaccinations, hospitalization, grooming, and provision of feed for livestock and pets. Despite operating for two years, the clinic does not yet have a strong and consistent visual identity, as evidenced by the use of two similar logos that do not reflect the brand image. Promotion is also still limited to physical media and conventional methods such as word of mouth, with no utilization of social media. Surveys show that the majority of people recognize Annajah Vet Care as an animal health service provider, but brand awareness of its role as a pet shop is still low. To overcome this challenge, concept design was conducted as a strategic effort to strengthen brand identity through the application of a consistent and representative visual identity. In addition, the use of social media was optimized to reach a wider audience and support effective promotional efforts. Rebranding is expected to increase brand awareness, improve public perception of the services offered. With the right branding approach, Annajah Vet Care is expected to be able to compete in the market.

TikTok Shop is a social e-commerce feature that allows users and creators to promote and sell products while shopping. By selling through TikTok Shop, users and creators can earn money from the platform, especially with the growing number of TikTok users. The presence of the shopping feature on this app makes TikTok increasingly popular because, in addition to entertainment, users do not need to switch to other shopping apps to make transactions. This study aims to examine and analyze the influence of content marketing and brand image mediated by electronic word of mouth (eWOM) on product purchase interest in TikTok Shop. This research uses an associative method with a quantitative approach. The population in this study consists of TikTok Shop consumers in the Dumai area, with an unknown number, categorized as an infinite population. The Lemeshow formula was used for sampling, resulting in 97 respondents. Data analysis was performed using WarpPLS version 8.0 software. Based on the test results, it can be concluded that content marketing has a positive and significant effect on product purchase interest, as well as a positive effect on eWOM. Furthermore, eWOM was found to mediate the effect of content marketing on product purchase interest. Brand image also has a positive and significant effect on product purchase interest and eWOM, and eWOM can mediate the effect of brand image on product purchase interest.

With the development of increasingly widespread information technology, many opportunities are created in the business environment. Various companies have implemented information technology to process their business activities. The Bun House Malang is no exception, which uses Instagram to conductmarketing activities online. This study aims to determine the effect of social media marketing and electronic word of mouth on purchasing decisions at The Bun House Malang. This research is a quantitative research. Using purposive sampling technique, questionnaires were distributed online to 100 consumers of The Bun House Malang. Analysis of the data used is multiple linear regression and hypothesis testing. The results of multiple linear regression analysis and hypothesis testing indicate that social media marketing and electronic word of mouth have an effect on buying decision. The results showed that social media marketing and electronic word of mouth had an effect on purchasing decisions at The Bun House Malang. Purchasing decisions can be improved through engaging content that requires consumer engagement and increasing the intensity of positive consumer experience reviews shared on social media. It is hoped that the company can improve the quality ofcontent Instagram and services provided so that consumers share positive reviews on social media so that consumers become loyal.

In this era of globalization, the native chicken business in Indonesia has such high potential that it is very suitable for business actors and chicken farmers in Indonesia. Designing strategies and ways of marketing processed chicken products is very important in increasing product sales. To meet the public demand for native chicken meat, marketing activities are needed that can distribute the meat from producers to consumers. Where marketing is essentially the flow of goods from producers to consumers. Marketing activities are an important factor that will determine the success of an entrepreneur. This research aims to develop and implement an effective digital marketing strategy for chicken farmers in Parbaungan District, Serdang Bedagai Regency, in order to increase sales and product competitiveness through the use of digital technology. In this study, the method used by the author is a qualitative research method by conducting a case study of the object under study. According to Sugiyono (2019: 16) qualitative research methods are as research methods based on natural philosophy (experiments) where researchers are instruments, data collection techniques and data analysis are inductive / qualitative and emphasize meaning. Word of mouth marketing is a promotional method that comes from consumers, by consumers, and for consumers. Satisfied customers will not only repurchase but they are also a walking, talking billboard for the business.

Infuencer has a big impact on brands in order to improve their image to be more competitive with competitors, this is what Implora uses by using Lyodra's services as their Brand Ambassador, because Lyodra is considered to have Followers who is big and Lyodra himself is considered to have the appropriate charisma in the world of beauty. In this researchis to find out how much INFLUENCEBRAND AMBASSADOR LYODRA GINTING TOBRAND AWARENESS CONSUMERS OF IMPLORA PRODUCTS. The theory used is Brand Ambassador which includes Transference, Attractiveness, Congruence and Brand AwarenessUnware of Brand, Brand Recognition, Brand Recall, Top of Mind Data collection techniques were carried out by distributing questionnaires to 99 respondentsFollowers Instagram account @Lyodraofficial. Sampling using the techniqueProbability Sampling. Questionnaire retrieval method used namelyRandom Sampling. The results of this study indicate that InfluencePersonal Branding Lyodra Ginting as a whole responds well to respondents (Agree), as well as InfluenceBrand Ambassador Lyodra Ginting AgainstBrand Awareness consumers of Implora products (agree) from all statements from all X variables in the research questionnaire. In addition to the magnitude of InfluenceBrand Ambassador has a positive and strong relationship of 0.643 toBrand Awareness consumers of Implora productsFollowers Instagram account @Lyodraofficial with presentationBrand Awareness of 41.3% while the rest is influenced by other factors outside of this study. likeWord Of Mouth, other social media platforms and cosmetic product differences.

Penelitian ini bertujuan untuk mengetahui kinerja keuangan pengaruh service recovery, word of mouth dan digital maerketing terhadap kepuasan nasabah di PT. Bank Rakyat Indonesia. Sampel dalam penelitian ini adalah responden yang secara kebetulan ditemui pada objek penelitian ketika penelitian sedang berlangsung. Berdasarkan hasil penelitian dan analisis data yang telah dilakukan didapatkan hasil Service Recovery berpengaruh signifikan terhadap kepuasan nasabah, Artinya semakin tinggi Service Recovery maka kepuasan nasabah juga akan semakin tinggi. Word Of Mouth berpengaruh signifikan terhadap kepuasan nasabah, Artinya semakin tinggi Word Of Mouth maka kepuasan nasabah juga akan semakin tinggi. Digital Marketing berpengaruh signifikan terhadap kepuasan nasabah di PT. Bank Rakyat Indonesia Unit Mojosongo Boyolali, Artinya semakin tinggi Digital Marketing maka kepuasan nasabah juga akan semakin tinggi.

Promotional strategies are used in marketing to determine the best way to bring products or services to certain markets, but sometimes in companies these strategies are often not optimal, as is still done by the printing and advertising company Permata Jaya Printing which only uses print media in the form of banners, posters , word of mouth and social media so that this promotional strategy is considered less effective in reaching a wider audience. To support the promotional media used by Permata Jaya Printing, the author tries to offer another alternative, namely the use of promotional media in the form of digital advertising videos based on motion graphics as a solution to this problem which is then distributed via social media. . Media such as Instagram and WhatsApp. The author chose to use the Research and Development (RnD) method in carrying out research which aims at the process of systematically searching for new knowledge, ideas, products and technologies, as well as developing and applying them to encourage innovation and growth. User efficacy test results were 83.5%. which is classified as very effective. So that this advertising video product can be declared feasible

Pengkajian ini bertarget guna menganalisa strategi pemasaran yang diterapkan oleh UMKM Kedai Kita untuk mengembangkan pemasaran serta persaingan. Pengkajian ini bermetode studi kasus secara berpendekatan kualitatif, di mana data dihimpun dari wawancara mendalam, analisa dokumen serta observasi. Perolehan pengkajian menampilkan bila Kedai Kita menerapkan strategi pemasaran yang berfokus pada pemanfaatan word of mouth marketing, kualitas produk, serta pelayanan pelanggan. Selain itu, Kedai Kita juga konsisten menjaga kualitas produk dan memberikan pelayanan yang ramah dan cepat sebagai nilai tambah. Tantangan yang dihadapi dalam implementasi strategi ini antara lain adalah persaingan yang ketat dengan usaha sejenis dan keterbatasan sumber daya. Oleh karena itu, Kedai Kita diharapkan dapat terus berinovasi dalam strategi pemasaran dan memperkuat hubungan dengan pelanggan untuk mempertahankan dan meningkatkan pangsa pasar.

The purpose of this research is to analyze the influence of product quality, price perception and electronic word of mouth on purchasing decisions. This research was conducted using quantitative metodhs. The population in the study involved Vaseline hand and body lotion in Semarang City, with a sample of 96 respondent selected using a purposive sampling technique. The data analyzed is primary data collected using a questionnaire. Based on the results of the SPSS version 26 test, the results of the research instrument showed the all indicators were declared valid and all variables were declared reliable. The results of the t test and regression coefficient show that the product quality variable has a positive and significant effect on decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, while price perception does not have a significant effect on purchasing decisions. Based on the model test results, the three independent variables were able to explain 64.3 percent of the dependent variable.

This research aims to analyze the influence of marketing via social media and Electronic Word of Mouth (E-WOM) on consumer purchase intentions for Grab-Food services in Medan City. The research design used was quantitative, with a purposive sampling technique involving 100 respondents who were active users of social media and Grab-Food services in Medan City. Data was collected through a questionnaire using a 5 point Likert scale and analyzed using statistical methods. The research results show that social media has an influence on consumer purchasing intentions, but this influence is not partially significant with a significance value of 0.061 > 0.05. On the other hand, E-WOM has a significant influence on consumer purchase intentions with t count 6.743 > t table 2.052. Joint analysis between social media and E-WOM shows that these two variables simultaneously have a significant effect on consumer purchase intentions, with an F test value of Fcount 57.135 > Ftable 3.091.

The purpose of this study was to determine how Price discount and Electronic Word Of Mouth influence the Purchase Decision of Cinema Tickets through M-TIX. This study uses a descriptive type of analysis with quantitative methods. The entire Garut community became the population in this study, while 100 respondents became the sample.  Saturated samples were used in this study.  The data was collected using a questionnaire and analyzed using SPSS multiple regression analysis on Windows 25.0. The results showed that Price discount and E-Word Of Mouth can explain the Purchase Decision variable by 73.3%, while the remaining 26.7% is explained by other variables not included in the model.

Gardinio merupakan salah satu UMKM yang memproduksi kue di Kota Batam. Meski Gardinio telah berjalan lama adapun masalah yang dihadapi yaitu belum memanfaatkan pemasaran digital dengan baik dan masih sangat bergantung pemasaran dari mulut ke mulut (Word of Mouth). Maka tujuan implementasi program pengabdian ini adalah membantu menyelesaikan permasalahan yang dihadapi UMKM Gardinio. Metode yang diterapkan dalam kegiatan ini adalah observasi dan wawancara. Dalam pelaksanaan program ini hasil yang dikembangkan yakni pembuatan akun media sosial di Instagram, Facebook, dan TikTok. Hasil implementasi menunjukkan bahwa pemasaran digital memberi banyak manfaat bagi UMKM Gardinio seperti meningkatkan omset penjualan, meningkatkan brand awareness, memperluas jangkauan pasar, dan memudahkan penyebaran promosi produk, dan dapat bersaing dengan kompetitor lainnya.