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This study analyzes e-commerce platform preferences for digital marketing strategies among Generation Z students at the Institut Teknologi dan Bisnis Semarang using the Simple Additive Weighting (SAW) method. By evaluating four platforms (Tokopedia, Lazada, Shopee, TikTok) based on ease of use (25%), user experience (25%), promotions (15%), transaction security (15%), and product completeness (15%), the results show that Shopee leads (0.9333) with the best interface and features. TikTok (0.9080) excels in promotions but lacks security, Tokopedia (0.8820) remains consistent, while Lazada (0.8084) needs UX improvements. The implications suggest that platforms should optimize mobile interfaces, collaborate with influencers, and enhance visual search features to meet Gen Z’s demand for interactive experiences and economic value..

Continuous improvements in infrastructure, security measures, and user education can help address these weaknesses and improve the overall effectiveness of QRIS as a digital payment solution. Some of the roles of using QRIS in the millennial generation are convenience. QRIS makes it easy for millennials to make digital payments without the need to carry cash or credit/debit cards. They can simply use their mobile phones to scan the QR code and complete the payment transaction. QRIS transactions are processed in real-time, meaning payments can be completed almost instantly. Many digital payment platforms that support QRIS offer promotions and discounts to users who make payments using their platform. This is especially attractive to millennials who are always looking for ways to save money.

In response to the increasing competition within the telecommunications industry, PT. Telkom Indonesia Regional III faces the challenge of maintaining its competitive advantage and fostering customer loyalty. This study aims to analyze the application of Integrated Marketing Communication (IMC) by PT. Telkom Indonesia Regional III in enhancing the company’s competitiveness while simultaneously strengthening customer loyalty. The research employs a descriptive qualitative approach, utilizing data collection techniques such as interviews, observations, and document analysis. The findings reveal that PT. Telkom Indonesia Regional III has effectively implemented essential IMC elements, including advertising, sales promotions, digital marketing, personal selling, and public relations. These strategies have proven to be effective in increasing customer awareness of services, reinforcing long-term relationships, and supporting the company’s competitive positioning in the market.

Currently, social media has become an important part of the lives of the younger generation. On one hand, social media offers great benefits such as access to information, social networking, and creativity. However, irresponsible use can trigger negative impacts, one of which is moral decadence, especially among the younger generation. This research aims to analyze the impact of social media on the moral decadence of the younger generation and to design solutions based on Pancasila values. The method used is a literature review, analyzing information from various relevant academic sources. The research results show that social media, although beneficial, contributes to various moral issues, such as the increase in online bullying, the use of inappropriate language, becoming individualistic/antisocial, and engaging in cybercrime. As a solution, the values of Pancasila are implemented through spiritual education, digital campaigns that instill empathy and solidarity, promotion of tolerance and unity, as well as the enhancement of digital literacy. This research concludes that the implementation of Pancasila values can be a relevant and solution-oriented approach to addressing the moral decadence of the younger generation in the digital era.

With a case study focus on students of the Economics Study Program at Nurul Jadid University, this research seeks to examine how e-commerce platforms influence the purchasing habits of Generation Z. As digital natives, Generation Z is highly influenced by digital technology, including e-commerce platforms, which influence their consumption habits and purchasing choices. This research combines research data from secondary sources, such as literature, with qualitative methodologies study. This study's method of gathering data is a literature review. According to research findings, Gen-Z customer behavior is highly influenced by e-commerce platform features including user ratings, promotions, ease of access, and flexible payment options. The accessibility and attractiveness of platform promotions are key determinants of consumption behavior. These results have significant consequences for e-commerce players looking to improve marketing tactics and attract Gen-Z customers.

This study examines the influence of Perceived Ease of Use and Promotion on the use of the GoPay application towards the Consumptive Behavior of undergraduate students in the Faculty of Economics at Universitas Negeri Jakarta. In the digital era, electronic wallets like GoPay have become popular due to their ease of use and various attractive promotions offered. This study employs a quantitative method by collecting data through a survey questionnaire distributed to 50 students who are GoPay users. Multiple linear regression analysis was used to test the research hypotheses. The results indicate that both Perceived Ease of Use and Promotion have a positive and significant effect on Consumptive Behavior among students. Perceived Ease of Use has an effect of 0.309, while Promotion has an effect of 0.319 on Consumptive Behavior. These findings confirm that ease of use and effective promotions can enhance Consumptive Behavior among students. This research is expected to provide insights for more prudent financial management among students and more effective promotional strategies for electronic wallet service providers.

Javanese culture has a rich and diverse uniqueness, including in its traditional culinary aspects. Traditional food is not just a dish, but also a symbol of cultural values, customs, and local wisdom that have been passed down from generation to generation. However, in the era of globalization and modernization, traditional food faces major challenges due to shifts in people's consumption patterns who prefer fast food or international cuisine. This article discusses efforts to preserve Javanese culture through traditional food that not only aims to maintain cultural identity, but also to increase local economic empowerment. Using a literature study method, this study shows that strategies such as digitalization of promotion, product innovation, and tourism integration are able to revive interest in traditional food among the community. Thus, preserving traditional Javanese food can be one solution to maintain cultural heritage while creating sustainable economic opportunities

Digital transformation in the tourism industry is an important element in increasing competitiveness and tourist destinations. One sector that has great potential to adopt digital technology is religious and cultural tourism, which has high historical and cultural value. This research aims to analyze the implementation of digital transformation in the management of religious and cultural tourism with a case study in the Sultanate of Banten, a historical site that is an important part of Indonesia's historical journey. The Sultanate of Banten has adopted several digital technologies, such as marketing via social media, mobile applications for tourist information, and the use of technology-based visitor management systems. However, the application of digital technology is still limited to promotional and information aspects, while digital-based tourism experience management such as augmented reality (AR) or virtual reality (VR) has not been fully implemented. The challenges faced include limited human resources, technological infrastructure, and understanding the long-term benefits of digital transformation. It is recommended that local governments and related parties increase human resource capacity in the field of technology, strengthen digital infrastructure, and develop more interactive digital platforms to improve the quality of tourism experiences. Effective digital transformation can contribute to the management of religious and cultural tourism that is more sustainable and attractive to the younger generation.

The demands of the industrial revolution 5.0, especially in the field of education, require detailed information related to school services that can be accessed by parents and prospective students regardless of location and at any time, in addition to promotions using flyers and banners as in traditional marketing. Unfortunately, not many educational institutions, especially Early Childhood Education Institutions (PAUD), use digital marketing or promotion optimally due to limited knowledge. In fact, digital marketing is more affordable than trying traditional marketing. DINAR Nasyi'ah Tanggul Playgroup as a partner is one of the PAUD institutions that uses traditional marketing and has not maximized digital marketing in providing information about PAUD. This is not only due to cost constraints but also the digital capabilities of PAUD managers who still need to learn. In addition, PAUD managers are also constrained by the lack of marketing management capabilities. The methods used to overcome partner problems include the needs analysis stage, the activity preparation stage, initial assessment, promotion management training, creating digital and non-digital marketing/promotion media, registering PAUD locations on Google Maps, optimizing PAUD social media, and evaluation. The results of this service show an increase in marketing management knowledge, as well as partner digital marketing capabilities. In addition, there is the availability of digital and non-digital promotional media which are assistance products from the community service team.

This community service activity aims to provide solutions to the challenges faced by PT Citra Marindo in implementing digital marketing. PT Citra Marindo, a company engaged in providing products and services for the maritime industry, encounters obstacles in fully leveraging the potential of digital marketing. This activity focuses on assisting the company in improving and enhancing their digital marketing strategies. A more comprehensive digital marketing implementation was applied through various social media platforms such as Instagram, WhatsApp Business, and e-commerce platforms like Tokopedia. Additionally, business branding development included designing more attractive logos, professional product photos, and packaging that aligns with market preferences. Quality control systems were introduced to ensure high product quality, while effective promotional strategies were implemented to increase brand visibility and awareness among consumers. All steps were tailored to real-world conditions, including cost calculations for marketing elements to ensure they do not burden product prices and can be sustained. It is hoped that this activity will have a positive impact on increasing PT Citra Marindo business profits and serve as a useful reference for other businesses facing similar issues

The demands of the industrial revolution 5.0, especially in the field of education, require detailed information related to school services that can be accessed by parents and prospective students regardless of location and at any time, in addition to promotions using flyers and banners as in traditional marketing. Unfortunately, not many educational institutions, especially Early Childhood Education Institutions (PAUD), use digital marketing or promotion optimally due to limited knowledge. In fact, digital marketing is more affordable than trying traditional marketing. DINAR Nasyi'ah Tanggul Playgroup as a partner is one of the PAUD institutions that uses traditional marketing and has not maximized digital marketing in providing information about PAUD. This is not only due to cost constraints but also the digital capabilities of PAUD managers who still need to learn. In addition, PAUD managers are also constrained by the lack of marketing management capabilities. The methods used to overcome partner problems include the needs analysis stage, the activity preparation stage, initial assessment, promotion management training, creating digital and non-digital marketing/promotion media, registering PAUD locations on Google Maps, optimizing PAUD social media, and evaluation. The results of this service show an increase in marketing management knowledge, as well as partner digital marketing capabilities. In addition, there is the availability of digital and non-digital promotional media which are assistance products from the community service team.

Cakwe Cigombong, a micro business located on Jalan Cibogo, Kelapa Dua District, Tangerang Regency, Banten, faces challenges in improving its branding to attract a wider consumer base. An effective branding strategy is very important to support the growth and competitiveness of these MSMEs. This community service activity aims to design and implement branding improvements that are tailored to business needs and conditions. The interventions carried out include the creation and installation of promotional banners, the development of more attractive menu designs, and the integration of the QRIS digital payment system to facilitate transactions. The results show that these efforts increase the attractiveness of the product among consumers. By adopting this branding strategy, Cakwe Cigombong is in a better position to compete and grow in the local market.

Consumptive behavior is the activity of spending one's finances based on desires without thinking about needs and not accompanied by logical decision making. Consumptive behavior is commonplace among students and staff at a university, they always follow current trends and make purchases because of attractive promotions. The aim of this research is to find out the influence of the use of online shops, digital promotions, lifestyle and self-control on the consumer behavior of the FEBI UIN Jambi Academic Community. This research was carried out using a quantitative descriptive approach and carried out direct observations in the field, as well as using the SPSS 29 tool. The results of this research were that there was no significant influence on the variables of online shop use and self-control on consumer behavior because the results obtained were 0.340 > 0.05 and 0.728 > 0.05, but in the digital promotion and lifestyle variables there is a significant influence on consumer behavior because the results obtained are 0.001 > 0.05. And a simultaneous influence was found between the variables of online shop use, digital promotions, lifestyle and self-control on consumer behavior. And there is a joint influence of the variables of online shop use, digital promotions, lifestyle and self-control on consumer behavior. And the influence of variables X1 (Use of Online Shop), X2 (digital promotion), X3 (lifestyle) and This  

This study examines the marketing strategy for Ubique (Ubi Crème Brulee), an innovative product based on sweet potatoes, using the 4P marketing mix approach (Product, Price, Place, Promotion). A qualitative case study method was employed through interviews, observations, and analysis of marketing materials. The findings reveal that product innovation combining local ingredients with international flavors, affordable premium pricing strategies, creative distribution channels such as Demo Day, and promotion through digital media and Word of Mouth were key success factors. These results highlight further development opportunities to expand market reach and enhance Ubique's competitiveness.

This community service aims to increase the competitiveness and visibility of Kedai Gading Serpong MSMEs through the creation of offline promotional media and the addition of locations on Google Maps. Within ± 2 months, the community service team provided promotional assistance in the form of banner redesign, menu creation, and location improvements on Google Maps. Through the planning, implementation, and evaluation stages, the program has succeeded in improving the professionalism and accessibility of store customers. As a result, the increase in visibility and attractiveness of the store can be seen through the installation of banners, menu posts, and the addition of locations on Google Maps. Kedai Gading Serpong positively welcomed this program, showing success in improving promotions and services. In conclusion, the combination of offline and digital promotion is effective in developing MSMEs in the era of fierce market competition.

The workshop "Digital Interpersonal Skills: Technology Meets Empathy," held in the Jagakarsa area, demonstrated success in enhancing participants' digital interpersonal communication abilities. The practical approach employed, along with the relevance of the material to participants' daily needs, facilitated their understanding and application of the skills taught. Additionally, the use of technology, such as social media for promotion and registration, effectively reached the intended audience, namely high school students active on digital platforms. However, challenges remain, particularly in maintaining participants' focus during simulation sessions. This issue is likely linked to the multitasking habits commonly observed among Generation Z. These findings highlight the need for greater emphasis on the importance of concentration in communication, both online and face-to-face.

The growth of technology and the internet has significantly boosted the expansion of e-commerce in Indonesia, transforming how people fulfill their needs. As the number of e-commerce users continues to rise each year, marketing strategies in the digital marketplace have evolved. Price is a key factor that greatly impacts marketing strategies. Effective promotions can also motivate consumers to purchase products. Additionally, product quality serves as an added value that enhances a person’s desire to buy. This research aims to analyze the influence of price, promotion, and product quality on consumer decisions to make purchases through e-commerce. To achieve this, the study adopts a qualitative approach by conducting a literature review. The results of this research indicate that price, promotion, and product quality collectively have a positive impact on e-commerce purchasing decisions.

The development of digital technology has brought significant changes in the invitation industry, replacing conventional paper invitations with digital invitations that are more environmentally friendly and efficient. This study aims to analyze the business model of the Untukmu digital invitation business using the Business Model Canvas (BMC) framework. BMC includes nine key elements, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The results of the analysis show that the personalization approach, interactive features such as RSVP and photo galleries, and digital promotion strategies through social media are the main competitive advantages of this business. This study also identifies the challenges faced, such as market competition and limitations of UI design, and provides strategic recommendations to overcome these obstacles. With this analysis, it is hoped that the Untukmu digital invitation business can increase its competitiveness and business sustainability.

Social media has become a strategic platform to support education and promotion, including in the energy sector. This research aims to optimize the role of Instagram as a means of electricity education and promotion of the Electrifying Lifestyle at PT PLN (Persero) UP3 Surabaya Utara. The research method uses a qualitative approach with descriptive analysis, based on observation of company Instagram account activities, interviews, and social media performance data. The results show that the utilization of interactive features such as stories, reels, and informative feeds can increase audience engagement and strengthen public understanding of electricity-based services and lifestyles. This study concludes that optimizing content strategy, consistency of posts, and collaboration with local communities are effective in expanding reach and supporting the company's digital transformation.

The Internet advancement in Indonesia has created significant opportunities for digital business, particularly in marketing. Digital marketing encompasses promoting products and services through online platforms, such as social media, which facilitate connections among individuals globally. Micro, Small, and Medium Enterprises (MSMEs) are anticipated to play a crucial role in bolstering economic growth, especially within the food and beverage sector, alleviating unemployment. Despite many MSMEs needing to leverage social media entirely, they are progressively adapting their promotional strategies and discount offerings in response to the challenges posed by the COVID-19 pandemic. This community service initiative employs digital marketing as a strategic approach to facilitate market penetration for MSMEs in the culinary field, thereby enhancing sales. It is anticipated that this initiative will address the difficulties encountered by culinary partners, particularly the lack of marketing innovation due to inadequate skills in managing social media marketing. Furthermore, the pursuit of business volume targets is complicated by escalating competition within the culinary sector. The proposed short-term solutions include promoting the use of social media for product marketing and encouraging product innovation.