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The Boba Beverage business was established with the aim of meeting the public demand for boba drinks that are currently popular. Boba is a tapioca ball that is often the filling of bubble tea drinks. To achieve its vision and mission, Estela Boba needs the right strategy to increase sales and compete with other boba beverage companies that have entered the market. The purpose of this study is to analyze the strategies used by Estela Boba in increasing sales through the use of modern technology. The research method used is a qualitative method with interview and observation techniques. The data sources used are primary data and secondary data. The final result of the research is that there are several strategies used while running the “es te la” business.

Noteworthy changes in customer behavior due to the advancement of data and communication innovation have driven to an increment in online shopping, particularly amid the Covid-19 widespread. This ponder points to analyze the impact of electronic word-of-mouth (e-WOM) and believe on buy deliberate within the setting of e-commerce in Indonesia. With information appearing a surge in exchanges on different marketplaces, this consider distinguishes that positive e-WOM can increment buy deliberate, whereas negative e-WOM tends to diminish it. In expansion, consumers' level of believe in online shopping stages emphatically impacts buy choices. The discoveries appear that both e-WOM and believe have a critical positive impact on buy deliberate. The comes about of this consider give experiences for companies to develop effective promoting techniques to extend buy deliberate and construct shopper believe within the computerized time. 

Phenomenon in society there are still many doubts and even the inability of MSME business actors, especially to adopt or adapt information technology which is increasingly developing rapidly. Attitude, is a reflection of the perception of MSME actors towards information technology and a reflection of their entrepreneurial spirit and Marketplace, online/online marketing facilities, for entrepreneurs have an important role in achieving MSME Business performance, so this stimulates this study to determine the influence between these variables. Research using MSMEs in Gunungpati District, Semarang amounting to 556, 142 of which were taken as samples and their owners as respondents. The collected field data were then analyzed using PLS-SEM to achieve the objectives of this study. The results obtained indicate that attitudes have a significant positive impact on the performance of MSME digital businesses. Likewise, the marketplace has a positive and significant impact on the performance of MSME digital businesses.

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.

MSMEs play an important role in the local and national economy. However, many MSMEs still face challenges in utilizing digital technology to increase sales turnover. This article reports the results of assistance activities for cassava chips MSMEs in Wanajaya Village, Cibitung District, with the aim of helping business actors utilize digital technology to market their products more widely. The methods used are socialization, training and evaluation of the use of digital platforms such as marketplaces, social media and digital marketing techniques. The results show an increase in the knowledge and skills of MSME players in digital marketing which has a direct impact on increasing sales turnover by up to 30% in the three months after the intervention.

This study examines how women entrepreneurs in Micro, Small, and Medium Enterprises (MSMEs) in the creative economy sector leverage digital technology to strengthen their roles in the urban tourism ecosystem. Using a qualitative approach supported by secondary data and non-intervention observations over six months in South Jakarta, the study analyzes the dynamics of digital adoption, the cultural value of creative products, and structural barriers affecting women's entrepreneurial experiences. The findings reveal that digital utilization is most prominent on easily accessible platforms such as Instagram, TikTok, and WhatsApp, while the use of more complex tools, such as marketplaces, websites, and analytics, remains limited. Women’s creative products, in subsectors like culinary, crafts, fashion, and others, prove to enrich the tourism experience and reinforce the city's destination identity. However, low digital literacy, minimal mentoring, and weak integration into the formal tourism supply chain hinder the optimization of these potentials. Additionally, the digital adoption patterns found support the Technology Acceptance Model's explanation that the perceived ease of use is a key factor in early technology adoption. This study fills an important gap in the literature by linking gender issues, digital transformation, the creative economy, and urban tourism within a unified framework. The research emphasizes the importance of strengthening digital capabilities and structured collaboration between women-led MSMEs and tourism stakeholders to enhance the sustainable competitiveness of destinations.

The purpose of this study is to look at how human resource (HR) development in Batik Madura micro, small, and medium-sized enterprises (MSMEs) might act as a catalyst for green entrepreneurship in Indonesia. Green entrepreneurship is becoming the primary emphasis for decreasing negative environmental consequences while enhancing competitiveness in a global market that is more concerned with sustainability. HR plays a crucial role in implementing technical innovation and environmentally sustainable industrial processes. This study takes a qualitative method, with in-depth interviews with the owners, managers, and employees of MSME Batik Madura, as well as a literature analysis on green entrepreneurship.According to the study's findings, sustainable human resource development through training and education that emphasizes sustainability can boost productivity and efficiency in batik manufacturing. Furthermore, human resources with environmental consciousness and digital marketing abilities help Madurese batik products compete more effectively in national and international marketplaces. This study promotes collaboration among government, academics, and industry stakeholders to strengthen the development of human resources for Madura Batik MSMEs, which is the primary pillar in the transition to green entrepreneurship.

This study aims to analyze the digital marketing strategies implemented by Racabel, a local fashion accessories brand, to enhance brand awareness through social media and e-commerce platforms. The project includes creating marketing content and paid advertising campaigns across platforms such as Instagram, TikTok, Shopee, and Tokopedia. The strategy focused on content optimization to strengthen audience interaction and increase engagement on social media. The results of these campaigns show a significant increase in followers, engagement rates, and sales conversions on marketplace platforms. With the right content optimization and measurable advertising strategies, Racabel successfully expanded its market reach and improved brand awareness among the target audience.

This research aims to find out: (1) Online Customer Reviews, Trust, and Purchasing Decisions at the Lazada Marketplace in the city of Tasikmalaya. (2) The relationship between Online Customer Reviews through Trust. (3) The influence of partial online customer reviews and trust on purchasing decisions for Erigo products at the Lazada Marketplace in Tasikmalaya city. (4) Simultaneous influence of Online Customer Review and Trust on purchasing decisions for Erigo products at the Lazada Marketplace in Tasikmalaya city. The research method used is a quantitative method with a survey approach. The data analysis technique used is Path Analysis with an interval measurement scale. Partial and simultaneous hypothesis testing with a significant level (α= 0.05). The research results show that: (1) Online Customer Reviews, Trust, and purchasing decisions for Erigo products on the Lazada Marketplace are included in the very good category. (2) Online Customer Review has a relationship with Trust in Erigo Marketplace Lazada products. (3) Online Customer Reviews and Trust have a positive and significant effect on Partial Purchase Decisions for Erigo products on the Lazada Marketplace. (4) Online Customer Reviews and Trust have a positive and significant effect on Simultaneous Purchasing Decisions for Erigo products on the Lazada Marketplace.  

This article discusses counseling on the important role of marketplace platforms in helping product marketing in Bandung Village, Banjar District, Pandeglang Regency, Banten, Indonesia. The purpose of this counseling is to increase the understanding of the village community on how to effectively use the marketplace to expand market reach, increase sales, and support the local economy. With the development of technology, the use of marketplaces is a strategic solution in facing increasingly fierce market competition. This counseling provides practical guidance to local business actors on the steps to start an online business, digital marketing strategies, and tips for successfully selling on marketplace platforms.

The rapid era of technology plays an important role in driving new entrepreneurship. The aim of the community service activity to be conducted is to foster an entrepreneurial spirit and increase knowledge about the business model canvas, design thinking, business plan proposal, digital marketing, and marketplace. The community service activity will be held at SMKN 4 Denpasar. The participants are students of SMKN 4 Denpasar. The problem faced by the school is the lack of training activities related to entrepreneurship. The solution offered to the partners is to provide training to build an entrepreneurial spirit. The method used in this community service activity includes socialization or counseling, discussion, simulation, and application. The results of the community service activities that have been carried out are that the students of SMKN 4 Denpasar have knowledge and are able to create business concepts through the business model canvas, design thinking, business plan proposal, digital marketing, and marketplace.

. One of the most popular types of e-commerce today is the marketplace which is widely used by people to run businesses and helps them shop online to meet their needs. Shopee is one of them because it is often visited via the website. This research uses a quantitative approach method by utilizing primary data as a data source obtained from the results of a questionnaire in the form of a Google form. The analysis techniques used are data quality tests (validity and reliability tests), classical assumption tests (normality test, heteroscedasticity, multicollinearity and multiple linear regression), hypothesis testing (partial t test). ) and f test (simultaneous) and coefficient of determination test (R2). Data processing in this research uses SPSS version 25. Based on research, it shows that trust has a partial effect on purchasing decisions with a sig. 0.008. Transaction security does not partially influence purchasing decisions with a sig value. 0.296. Service quality partially influences purchasing decisions with a sig value. 0,000. So trust, transaction security and service quality influence decisions with a sig value of 0.015.

The research was conducted on Shopee marketplace users in Banyumas Regency. The purpose of this study was to determine the influence of flash sales and free shipping on impulse buying among Shopee marketplace users in Banyumas Regency, both partially and simultaneously. The sample used consisted of the entire population or residents domiciled in Banyumas Regency, amounting to 97 individuals. The types of data utilized were primary data collected through distributing questionnaires directly to respondents and secondary data obtained from literature studies. The method employed in data analysis was multiple linear regression analysis, encompassing t-tests and f-tests after testing the data for validity, reliability, and classical assumptions. The classical assumption tests comprised multicollinearity, heteroskedasticity, and normality tests using SPSS software. The research findings indicate that flash sales do not have a significant effect, whereas free shipping significantly influences impulse buying.

n today's digital era, customer reviews play a crucial role in purchasing decisions, but the large volume of reviews makes manual analysis difficult. Thus, a fast and accurate sentiment analysis method using Natural Language Processing (NLP) is needed. This research aims to analyze product reviews for the ZALIKA STORE 88 on Shopee using NLP. It involves preprocessing reviews, applying NLP techniques like tokenization, stemming, and lexical analysis, and automatically classifying sentiments. The analysis of ZALIKA STORE 88's reviews reveals mostly positive sentiments, with some negative and neutral reviews. The sentiment analysis achieved an 87% accuracy rate. This research is intended to help ZALIKA STORE 88 make informed decisions based on customer reviews.

For grocery stores in the Genteng area of Surabaya, digital technology, particularly in branding and digital marketing, can address the challenges faced by micro, small, and medium businesses in promoting and showcasing their products to potential customers. These stores have significant potential due to Genteng's strategic location and dense population. However, a major obstacle is the lack of understanding of digital advertising strategies and nuances, which hampers the growth of grocery stores and their ability to compete with modern retail companies. Observations and discussions with grocery store owners revealed this issue, prompting researchers to develop a research methodology and analysis of the existing challenges. Solutions offered include logo improvements, support with design and management of social media accounts and content, creation and management of marketplace accounts, and providing insights on Instagram advertising to business owners. With these various solutions, it is anticipated that grocery store entrepreneurs can compete effectively and keep pace with the rapid advancements in technology.

This research aims to explore and analyze the role of diversity and equality in modern organizations. The research method used is a qualitative approach, by conducting case studies of several different organizations in the private sector. Data was collected through in-depth interviews with senior managers, employees, and through analysis of internal company documents. The results show that diversity in terms of background, gender, and expertise can contribute significantly to innovation and creativity within organizations. Meanwhile, the implementation of equality in organizational policies and practices has a positive impact on employee satisfaction, loyalty, and work productivity. Analysis using VOSviewer showed that key concepts that emerged included inclusiveness, fairness, collaboration and respect for individual uniqueness. Nonetheless, challenges related to conflict management, organizational culture adaptation, and managing change remain a key focus in the implementation of diversity and equality in various organizational contexts. The findings provide a deeper understanding of how organizations can leverage diversity and equality as strategic resources to achieve competitive advantage and sustainable growth in an increasingly complex global marketplace.

In the midst of internet advancement, the presence of marketplaces brings many positive impacts. Local marketplace users are predominantly coming from Generation Z, and the majority of ITS students, as observed during this research, is part of the group. The purpose of this study is to identify the most favorite marketplace and the factors influencing the preference of these favorite marketplaces among ITS students. The preference factors are based on 13 factors that affect shopping behavior. The method employed is a survey-descriptive using 55 respondents in answering the questionnaire. The research results indicate that advertising and communication, certification and security, and warranty are the three factors with the highest urgency in choosing a favorite local market. Additionally, discount, website, and review and complain are the three factors with the lowest urgency. This study reveals that consumers or users prioritize the value offered by marketplaces over factors such as price and discounts.    

This study aims to analyze the factors that support the increase in online purchasing decisions in the Shopee marketplace. These factors consist of Online Customer Rating, Online Customer Review, Price, and Free Shipping. The population in this study were all Shopee user consumers with an unlimited number. While the sample used was all Shopee user consumers in the Gunungpati area and its surroundings which were calculated using the lemeshow formula and obtained 100 respondents. The results of hypothesis testing state that the four variables (Online Customer Rating, Online Customer Review, Price, and Free Shipping) have an influence on online purchasing decisions in the shopee marketplace both partially and simultaneously. Testing the coefficient of determination produces findings where the variables online customer rating, online customer review, price, free shipping are able to influence online purchasing decisions in the Shopee application by 89.5%. While the remaining 10.5% is influenced by other variables.   Keywords : , , , ,   

Canva and PIXLR are applications that can be operated through computers and smartphones. Many people have not been able to maximize the potential of this application to become a support in creating content in entrepreneurship. MSME players in the Ngaliyan Kendal urban village area, on average, have not used a combination of Canva and PIXLR applications in creating content to promote their products on social media and marketplaces. The Canva application in maximum use must be paid (pro) so that by combining the combination with the PIXLR application can get maximum results without having to pay (pro). This community service activity aims to provide knowledge to MSME players in the Ngaliyan village area on how to maximize the Canva application with PIXLR to produce good content without having to pay (pro). This community service activity is expected to be able to improve the skills of MSME players so that they can create the right content so that they can minimize costs and improve the performance of both themselves and their businesses. The results of this activity are that MSME players install and operate the Canva and PIXLR applications for every content creation. MSME players feel very helped because without having to subscribe to pay (pro) it turns out that they can get results almost equivalent to subscribing (pro).

E-commerce is growing rapidly, including Shopee. Many consumers flock to shop online through Shopee. Because besides being practical it also saves time and energy. This study aims to examine the effect of price, product quality, and promotion on purchasing decisions for the Shopee Marketplace for users in the city of Jogja Primary data was collected through distributing questionnaires to 100 respondents. The sampling technique used was purposive sampling. The data collection technique used a questionnaire, the data analysis technique used was validity and reliability. The data was analyzed using the classical assumption test technique, multiple linear regression analysis, F test, t test, and the coefficient of determination Based on the test results obtained the results of a significant influence with a positive direction from the product quality price variable, and promotion on the purchasing decision variable. Keywords: Price, Product Quality, Promotion, Jogja City Users