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This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.

Nowadays, people are more likely to make transactions online. Online transactions are the same as offline transactions, only the online buying and selling process is carried out via the internet rather than offline, where sellers and buyers meet.  In fact, when carrying out online transactions, some customers become disappointed and disadvantaged, such as when the product ordered is not suitable or is not sent by the seller, especially for customers who experience fraud with large amounts of money.  As a result, it is very important to follow Islamic business ethics when making transactions on Tokopedia.  This research uses qualitative descriptive research where researchers use the literature study method to obtain data.  The research results show that Islamic business ethics at Tokopedia fulfill several Islamic ethical principles

The advancement of information technology has rapidly transformed trading patterns in Indonesia, shifting from conventional transactions to online transactions through marketplace platforms. On one hand, this transformation provides convenience and efficiency for both businesses and consumers. On the other hand, it has also given rise to various legal issues, particularly regarding consumer protection. This article aims to examine how legal protection for consumers is implemented in electronic sales agreements on marketplaces, while also identifying the obstacles encountered during its implementation. The study employs a normative juridical approach, using conceptual analysis and legislative review, supplemented by empirical data obtained from interviews. As described, legal protection for consumers in electronic transactions in Indonesia remains suboptimal. Specifically, these challenges include biased law enforcement, low levels of consumer literacy, and ineffective dispute resolution mechanisms. In practice, marketplaces have incorporated consumer protection features such as escrow systems, refund mechanisms, and complaint centers; however, their implementation still suffers from limited transparency and effectiveness. Furthermore, existing regulations are slow to respond to the dynamics of cross-border transactions and ongoing digital innovations. Therefore, comprehensive regulatory reform, stronger enforcement, and enhanced legal and digital literacy among the public are necessary to ensure effective consumer protection.

In the rapidly evolving digital economy, the ability to anticipate transaction surges is a strategic asset for marketplace platforms to maintain operational efficiency. This research aims to build an accurate daily transaction volume forecasting system thru the implementation of an Extract, Transform, and Load (ETL) pipeline and Autoregressive Integrated Moving Average (ARIMA) predictive modeling. The dataset used is sourced from dataset_olshop.csv, which includes transaction history for the entire year of 2025. The ETL stage focused on data cleaning and handling missing values, while time series analysis began with the Augmented Dickey-Fuller (ADF) stationarity test, which yielded a significant p-value of 0.000006. The parameter model was optimized using the auto_arima algorithm, which determined the ARIMA(2,0,0) configuration as the best model. The evaluation results of the model show fairly stable performance with a Root Mean Squared Error (RMSE) value of 2.002 and a Mean Absolute Error (MAE) of 1.704 on the test data. Research findings reveal a consistently higher purchasing pattern during the mid-month and end-of-month periods, with an average of 5.52 daily transactions, compared to the beginning of the month, which saw 5.48 transactions. The 30-day forecast results provide valuable insights for online store managers to proactively adjust inventory and logistics workforce allocation strategies. This research concludes that integrating data engineering techniques and statistical analysis can provide predictive solutions for the dynamics of the digital market.

The digitalization of the creative economy has opened up significant opportunities for the community to create innovative products that have high sales value and are environmentally friendly. One interesting innovation is the use of used cooking oil as a raw material for making aromatherapy candles. Used cooking oil, which is usually discarded and pollutes the environment, can be reprocessed into products with economic value, thus supporting the principles of a circular economy. This study aims to examine the potential of processing used cooking oil into aromatherapy candles, analyze digital-based marketing strategies to increase product competitiveness in the market, and examine the meaning of transforming waste into innovative products from the perspective of Immanuel Kant's philosophy of reality. The research methods used were literature studies and field observations of used cooking oil processing practices by the community. The results show that used cooking oil-based aromatherapy candles have good business prospects, especially when combined with digital promotion through social media and marketplaces. Digitalization helps expand marketing reach, create brand identity, and attract consumers who care about environmental sustainability. From the perspective of Immanuel Kant's philosophy of reality, the transformation of used cooking oil into aromatherapy candles can be understood as a phenomenon, namely a reality that is visible in the practice of the digital creative economy. Meanwhile, the values ​​of sustainability, ethical awareness, and social meaning contained therein reflect noumena, namely the deepest reality that is not directly visible but provides direction and meaning for human actions.

Pakpak Bharat Gambir Tea MSMEs are products extracted from the young leaves of the Gambir plant. Not many people know about Gambir tea and its benefits or functions. Gambir tea products can only be found in online marketplaces, such as Tokopedia, Shopee, Lazada, Mbizmarket.co.id, and Indotrading, where Gambir tea producers are registered with the Pakpak Bharat Regency. One local exporter, Agro Lestari, sells "Gambier Leaf Tea" packaged in boxes with aluminum foil with 25 sachets. Offline sales in Pakpak Bharat Regency are still lacking, both in traditional markets, modern markets such as Indomaret, shops or stalls. Pakpak Bharat Gambir Tea, especially Gambir Sondel leaf tea, has been marketed to several regions in Indonesia, through wholesalers, trading partners and online resellers and social media such as TikTok, Facebook and Instagram, but the content does not provide an explanation of what Gambir tea is, its benefits or functions. The problem is:(1)What types of marketing strategies are effective? (2)How to design online and offline marketing? Objectives:(1)Help the process of understanding effective marketing strategies. (2)Help how to design online and offline marketing. The implementation of the lecture method is accompanied by questions and answers, demonstrations and practice. Gambir Pakpak Bharat tea UMKM carries out effective marketing strategies through market segmentation, targeted markets and fulfilled according to needs. The distribution system is through direct sales at outlets, delivery applications integrated with third-party applications such as GoFood or GrabFood, and online marketplaces as well as marketing communications using social media. and collaborating with local influencers

The development of the digital world has brought significant changes to various aspects of people's lives, including the family economy. Digitalization opens up new opportunities for economic activity, particularly through the use of social media, marketplace platforms, and digital financial services. However, many people still lack adequate digital literacy and are therefore unable to optimally utilize this technology to increase family income. This community service activity aims to improve the community's digital literacy and encourage the use of digital technology as a means of sustainably increasing family income. The implementation method includes providing training on the basics of digital literacy, digital-based entrepreneurial mentoring, and hands-on practice in using social media as a promotional tool, marketplaces as sales channels, and digital financial services to support business transactions. The results of the activity indicate an increase in public understanding of the use of digital technology, a change in a more adaptive entrepreneurial mindset, and the emergence of various digital-based business initiatives. The use of digital technology has been proven to open new economic opportunities and make a positive contribution to increasing family income.

This study aims to describe relevant digital marketing strategies to improve the competitiveness of the Rafika Dompo Banana MSME in Soguo Village, Bolaang Uki District, South Bolaang Mongondow Regency, and analyze the supporting and inhibiting factors in implementing these strategies. This study uses a qualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with the owner, employees, and consumers, and documentation. The data analysis technique used a narrative inquiry model. The results of the study indicate that the digital marketing implementation of the Rafika Dompo Pisang MSME is still at a basic stage, utilizing WhatsApp and Facebook organically with simple content managed directly by the owner. Limited digital knowledge, minimal paid promotion budget, and suboptimal utilization of marketplace platforms are the main obstacles. Nevertheless, promotion through social media has been proven to increase product visibility and reach consumers. Supporting factors include maintained product quality, government support for licensing, and consignment collaboration. Consumer perception of the product is very positive, and existing digital promotions are considered to assist in purchasing decisions. In conclusion, the implemented digital marketing strategy is still simple but has a positive impact. Increasing competitiveness requires strategy optimization through increased digital literacy, platform diversification, and more planned resource allocation.

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.

The development of digital technology has changed global business patterns, including in Indonesia, through the growth of e-commerce, social media, and online platforms. This change opens up great opportunities for students as the educated young generation to develop online businesses. This research aims to explore students' online business readiness from a digital mindset perspective through a phenomenological study approach among students in Malang. The research focuses on online business readiness, digital mindset, attitudes towards technology, and the contribution of entrepreneurship learning, which are analyzed using the Theory of Planned Behavior framework(Ajzen, 1991) and Entrepreneurial Mindset Theory. The research used qualitative methods with in-depth interviews with online business students. The results show that students have a basic understanding of digital business, especially in utilizing social media and marketplaces. A positive attitude towards technology has been formed, indicated by perceived benefits and ease of use. However, a gap emerges between technical skills and long-term strategic planning capabilities. Innovation and problem-solving tend to be reactive, simply following trends, while psychological resistance such as fear of fraud and data security remain barriers. This research confirms that online business readiness is not only determined by technical skills, but also by the strengthening of an adaptive, innovative digital mindset. This research confirms that online business readiness is not only determined by technical skills, but also by strengthening an adaptive, innovative, and resilient digital mindset.The novelty of this research is the integration of TPB and Entrepreneurial Mindset Theory to understand students' readiness to face digital business challenges.

The rapid development of digital technology has significantly transformed commercial activities, particularly through the emergence of marketplaces as platforms for online transactions. The vast number of products available in a marketplace often creates difficulties for users in finding items that suit their needs and preferences. To address this challenge, a recommendation system is required to provide personalized and relevant product suggestions. This study discusses the implementation of a product recommendation system in a marketplace using the Collaborative Filtering method. This method works by leveraging information from users’ previous behavior, such as purchase history, ratings, and similarity of preferences with other users, to generate more accurate product recommendations. The Collaborative Filtering approach has proven effective in identifying user preference patterns based on relationships between users as well as between items. This study employs user interaction data such as ratings and shopping activities as the processing foundation. The process involves data collection, preprocessing, calculation of similarity between users or products, and generating recommendation lists. The results indicate that this method enhances the shopping experience by providing relevant product suggestions tailored to user interests, thereby increasing customer satisfaction and potentially improving sales performance in the marketplace. Thus, the application of a Collaborative Filtering-based recommendation system not only simplifies product discovery for users but also offers strategic advantages for marketplace operators in digital business competition

This study examines and analyzes the strategies of mosques as a medium for empowering the community's economy in the city of Watampone. The main focus of the research is to identify the types of strategies implemented by mosques, the challenges faced in carrying out economic programs, and to formulate effective strategies for improving community welfare based on mosque-centered initiatives.The research method used is qualitative descriptive, with data collected through interviews, observations, and documentation of four main mosques in Watampone City: Masjid Agung al-Malkaz al-Ma’arif, Masjid Nurul Hamirah, Masjid Tua Al-Mujahidin, and Masjid Songko’ Recca. The findings reveal that mosques in Watampone have implemented two strategic approaches to economic empowerment: offline (physical) and online (digital). (1) Offline strategies are carried out through the utilization of physical assets such as hall rentals, the establishment of business units, and the organization of social and educational activities.(2) Online strategies are still limited to the use of QRIS for donations and da'wah media, and have not yet extended to digital economic empowerment such as sharia-based marketplaces or online training platforms. In practice, mosques utilize several Islamic economic contracts, including ijarah, muḍarabah, and wakalah. The implementation of these empowerment programs faces several internal and external challenges. This study formulates six effective strategies to address these challenges. These findings are expected to serve as strategic recommendations for mosque administrators, government institutions, and the broader community in enhancing the role of mosques as centers of community economic empowerment.

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peran krusial dalam perekonomian Indonesia, namun masih menghadapi kendala dalam aspek pemasaran dan branding produk. Salah satu tantangan yang dihadapi oleh UMKM di Desa Kalipucang Wetan, Kecamatan Welahan, adalah minimnya inovasi dalam desain kemasan serta kurangnya pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk meningkatkan daya tarik produk UMKM, khususnya Kerupuk Lala 73, dengan mengembangkan desain kemasan yang lebih menarik serta menerapkan strategi digital marketing. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup observasi, pendampingan, pelatihan, dan evaluasi terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa pembaruan pada desain label dan kemasan mampu meningkatkan daya tarik produk, sedangkan pemanfaatan platform digital seperti TikTok, Facebook, dan marketplace lainnya berhasil memperluas jangkauan pasar. Dengan strategi pemasaran digital yang tepat, produk UMKM berpotensi lebih dikenal luas dan memiliki peluang yang lebih besar dalam meningkatkan penjualan.

The rapid advancement of digital technology has transformed the landscape of marketing, with social media platforms emerging as powerful tools for influencing consumer behavior. This study aims to examine the impact of social media engagement, content quality, and social proof on the purchasing behavior of consumers in the catering services industry in Sichuan, China. Recognizing the dynamic nature of the digital marketplace, the research adopts a quantitative approach, utilizing a structured survey to gather data from 390 participants who are active users of social media and potential consumers of catering services. Statistical analysis reveals a significant and positive correlation between all three independent variables—social media engagement, content quality, and social proof—and consumers’ likelihood to purchase catering services. Specifically, higher levels of engagement, such as

This study focuses on the development and implementation of “Pasar Kita,” a web-based marketplace system designed to facilitate digital transactions for traditional market sellers and consumers. The system was developed using PHP as the backend programming language and MySQL as the database management system. The purpose of this project is to address the digital gap experienced by traditional market vendors who have limited access to modern e-commerce platforms. The research includes a needs analysis, system design using UML diagrams, implementation of main features such as registration, login, product management, transactions, checkout, and order tracking, followed by system testing. The results show that all major functions operate properly, including user authentication, product uploads, order processing, and payment simulations via transfer or cash-on-delivery (COD). System testing indicates that the platform meets usability, functional, and responsiveness criteria. The findings highlight the system’s capability to support local economic digitalization by providing an accessible and user-friendly marketplace for traditional market vendors and consumers.

The on-demand economy has transformed consumer expectations, demanding fast, transparent, and efficient services. However, the MSME printing sector in Indonesia is often still hampered by manual processes that cannot meet these demands. This research aims to design and validate an on-demand printing service platform interface that acts as a digital bridge between customer demand and MSME production capacity. Using a User-Centered Design (UCD) methodology, a high-fidelity interactive prototype was designed and validated through usability testing with 20 respondents. The test results demonstrated excellent usability, with an average task completion rate of 93%, an overall relative efficiency of 91.4%, and a user satisfaction score of 88%. These results validate that the platform design focusing on instant ordering flows, real-time price calculation, and a job management dashboard for service providers successfully creates an effective and satisfying user experience. The implication of this research is a validated platform model that can serve as a catalyst for printing MSMEs to adapt to the on-demand economy, increase their competitiveness, and participate in the broader digital ecosystem.

Consumer purchasing decisions for thrifting products are influenced by factors such as price, quality, trends, and availability. Consumers tend to choose thrifting because the prices are more affordable and the products offer uniqueness that is not mass-produced. As the popularity of thrifting increases, competition is also becoming more intense. Business actors are racing to develop marketing strategies through social media and marketplaces. Product differentiation, competitive pricing, and attractive services have become key elements in attracting consumer interest. The population in this study includes all consumers who purchase thrifting products at Pasar Melati, Medan City, with an unknown or biased total population size. Therefore, the sampling technique used is the Lemeshow formula, which allows for sample size calculation when the total population is not known with certainty. The sampling method applied is accidental sampling, where respondents are randomly selected based on their availability and willingness to participate in the study, totaling 96 respondents. The results of the study indicate that price has a significant influence on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City. Product quality also affects consumer purchasing decisions for thrifting items at the same location. Brand image contributes to consumers’ considerations in determining purchasing decisions for thrifting products at Pasar Melati. Simultaneously, price, product quality, and brand have a significant effect on consumer purchasing decisions for thrifting products at Pasar Melati, Medan City.

This study aims to analyze the digital marketing strategies implemented by clothing stores in the Telang area from a sharia economic perspective. In the digital era, business actors are required to adapt to technology, including in terms of promotion and marketing. The approach used in this study is descriptive qualitative, with data collection through observation, interviews, and documentation. The results of the study show that most business actors have utilized social media such as WhatsApp, Instagram, and Facebook Marketplace to market their products. The strategies implemented are mostly in line with the principles of sharia economics such as honesty (ṣidq), openness (tabligh), and amanah. However, some practices that are not in accordance with sharia are still found, such as the use of photos that do not match the original product (gharar) and excessive promotion (tadlis). The main inhibiting factors in the implementation of sharia digital strategies are limited digital literacy and infrastructure. Therefore, ongoing assistance and training in sharia-based digital marketing are needed to improve understanding and business practices in accordance with Islamic values.

Digital marketing plays a crucial role in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. This study aims to analyze the extent of digital marketing implementation by MSMEs in Sinarsari Village and to design strategies for improving entrepreneurs' capabilities in optimizing digital marketing. The research uses a mixed-method approach, combining both qualitative and quantitative methods. The findings reveal that most MSMEs have utilized digital platforms such as social media, messaging apps, and online marketplaces to promote their products. The implementation of digital marketing has proven effective in increasing product visibility, expanding market reach, boosting sales, and improving income. However, several challenges remain, including limited technological knowledge and a lack of understanding of effective branding. Therefore, training programs and mentoring are necessary to help MSME actors optimize their digital marketing strategies. With a more strategic and effective application of digital marketing, MSMEs can grow sustainably and strengthen their position in both the local and national economy.