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This study aims to analyze the influence of a halal lifestyle on consumer preferences in selecting Sharia-compliant retail products. The study employed a Systematic Literature Review method, reviewing various empirical and conceptual studies published between 2017 and 2025. The analysis focused on the relationship between halal awareness, religiosity, ethical consumption values, and Muslim consumer behavior in making choices about Sharia-compliant retail products and services. The results indicate that a halal lifestyle is viewed not only as a form of compliance with Islamic law but also as a social identity and a modern consumption pattern that influences consumer purchasing decisions. Consumers with high levels of halal awareness and religiosity tend to have a greater preference for Sharia-compliant retail products that guarantee halal certification, quality, transparency, and ethical values ​​in their business processes. Furthermore, trust, Islamic brand image, and marketing strategies based on Islamic values ​​contribute to strengthening consumer loyalty to Sharia-compliant retail. This research provides managerial implications for Sharia-compliant retail businesses to develop innovative, educational, and tailored marketing strategies to meet the halal lifestyle needs of modern Muslims.

The rapid development of digital technology and changes in consumer behavior require Micro, Small, and Medium Enterprises (MSMEs) to adapt in marketing and service aspects. Rumah Makan Padang Sari Bundo, a culinary MSME located in Pasir Gadung, Cikupa, faced several problems, including limited use of social media, underutilization of digital platforms such as Google Maps, and the absence of cashless payment systems. This community service activity aimed to improve business competitiveness through the digitalization of marketing and services. The method applied was the PDCA (Plan-Do-Check-Act) approach, consisting of planning, implementation, evaluation, and follow-up stages. The implementation included creating Instagram and WhatsApp Business accounts, optimizing Google Maps, and applying the QRIS digital payment system. The results showed increased business visibility, easier customer access to information, and improved transaction convenience through cashless payments. Furthermore, digitalization enabled the MSME to become more adaptive to technological developments and modern consumer needs. Therefore, digital transformation at Rumah Makan Padang Sari Bundo represents an important step in supporting business sustainability and improving competitiveness in the digital era.

MSMEs in the snack food sector face dual pressures: competition with large-scale national brands on one side, and the requirement to meet modern retail standards on the other. This Community Service activity was conducted at Jiddah Krenyes, a home-industry potato chips MSME in Jakarta affiliated with the Jakarta Entrepreneur community, using a Participatory Action Research approach with four cycles: plan, act, observe, and reflect. The intervention focused on marketing transformation toward modern retail penetration through Bright Store Pertamina via six sequential phases: audit and planning, visual identity and branding optimization, digital content strategy development, Bright Store penetration through fulfillment of seven retail requirements, integrated promotion activation, and monitoring and evaluation. Reflective evaluation confirms substantive changes in the partner's business capacity: gradual fulfillment of modern retail legality requirements, consistent brand identity strengthening, more structured digital content strategy, establishment of a Bright Store pilot outlet partnership, and more effective omnichannel integration. This activity contributes to the validation of PAR integration with modern trade marketing and omnichannel strategy frameworks for Indonesian snack food MSMEs.

This community service activity aimed to strengthen the branding and improve the digital marketing capacity of the Tape Ketan MSME in Mondoteko Village through the utilization of social media and packaging innovation. The business partner faced several major problems, including weak business visual identity, limited use of social media as a promotional tool, and simple product packaging designs that were less attractive to consumers. These conditions resulted in low product appeal and limited marketing reach. The implementation method used a participatory approach through direct assistance to business owners. The activity stages included initial observation, identification of partner needs, design of promotional banners, creation and optimization of social media accounts, and redesign of product packaging to make it more modern, informative, and marketable. In addition, MSME owners were educated about the importance of branding, digital marketing strategies, and consistency in building a business image. The results showed an increase in the understanding and skills of MSME owners in utilizing digital media for promotion. Product packaging became more attractive and professional, while the use of social media became more active and organized. These improvements had a positive impact on increasing consumer interest, expanding market reach, and enhancing the competitiveness of MSMEs in a sustainable manner.

This research examines the transition from brand awareness to brand meaning within saturated digital ecosystems, specifically focusing on how global brands like Pepsi and Apple navigate the "paradox of ubiquity." The objective is to identify the mechanisms through which brand authenticity and cultural resonance cultivate long-term loyalty and prevent product substitution. Utilizing a qualitative analysis of contemporary branding frameworks and case studies, the study demonstrates that mere visibility is insufficient in modern markets; instead, consumers demand a "glass box" alignment between internal corporate culture and external values. Findings reveal that brand authenticity, characterized by continuity and integrity, serves as a critical defense against commoditization by fostering self-congruity between the brand and the consumer's identity. The implications suggest that brand management must pivot toward narrative-driven communication and community-centric strategies that prioritize cultural salience over vanity reach metrics. Ultimately, the study concludes that in the digital age, a brand’s significance in a consumer's life is the primary driver of resilient brand equity.

The development of Indonesia’s traditional cuisine faces significant hurdles as shifting consumer preferences increasingly favor modern food options. This trend necessitates innovative approaches to ensure local culinary heritage remains competitive. This study examines the role of sociopreneurship as an innovation strategy at Ingkung Djawa Waroeng Ndesso. Utilizing a descriptive qualitative design, the research gathered insights from the business owner and employees selected via purposive sampling. Data collection involved interviews, observations, and documentation, with validity ensured through source triangulation. The analysis followed the Miles and Huberman model, encompassing data reduction, presentation, and conclusion drawing. Findings reveal that implementing sociopreneurship effectively integrates economic and social objectives by preserving authentic recipes, empowering local communities, and generating employment. Key innovations include diversifying product offerings while maintaining authenticity and leveraging social media for strategic marketing. These results demonstrate that social entrepreneurship serves as a powerful mechanism for enhancing business competitiveness while safeguarding cultural sustainability. The study implies that traditional culinary development can be successfully managed through a sociopreneurial framework, allowing for modern innovation without compromising core cultural values. Consequently, this model offers a sustainable pathway for traditional businesses to thrive amidst the challenges of contemporary market globalization.

The results of the study show that pricing strategy contributes dominantly to increasing sales, but the lack of digital promotion causes limited market reach. Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving national economic development and providing employment. However, in facing an increasingly competitive market, MSMEs need to implement efficient marketing strategies to ensure sustainability and sustainable growth. This community service activity aims to provide knowledge and assistance to Indonesian Es Teh MSMEs regarding the implementation of flexible marketing strategies, both through digital and traditional channels. The activity took place at the Es Teh Kampung Solo outlet in Kramatwatu Square. The methods used included counseling, training, and assessment of marketing strategy implementation, with a primary focus on optimizing social media as an interactive and competitive digital promotional tool. The results of this activity demonstrated a significant increase in MSMEs' understanding of strategic marketing planning, promotional innovation, and the use of digital platforms to expand market reach. Thus, it is hoped that digital-based marketing strategies can strengthen the competitiveness and sustainability of MSMEs. This activity is expected to contribute to increasing the competitiveness and sales volume of the Kampung Solo Es Teh MSME in a sustainable manner through the implementation of a modern marketing approach that is responsive to technological changes.

The transformation of payment systems from cash to digital through the Quick Response Code Indonesian Standard (QRIS) is part of financial transaction modernization in Indonesia. This transformation has begun among Micro, Small, and Medium Enterprises (MSMEs) in the Baduy community, particularly in Baduy Luar, which has higher interaction with external communities. However, the adoption of digital payment systems has not been fully supported by adequate financial management capabilities. This community service activity aims to identify the transformation process of payment systems and describe the financial literacy conditions of Baduy MSMEs. The method used is a descriptive qualitative approach through in-depth interviews and field observations. The results show that some MSMEs have adopted QRIS through Bank BRI as an alternative payment method alongside cash and have utilized social media such as TikTok Live and Instagram for product marketing. The main sources of income include handicrafts, traditional clothing, accessories, and food products. However, financial management practices remain simple and lack systematic recording. This indicates improved financial inclusion but not yet accompanied by adequate financial behavior. Therefore, strengthening financial literacy is essential to support sustainable financial modernization in the Baduy community.

According to Law No. 20 of 2008, micro enterprises in Indonesia are defined as businesses owned by individuals or sole proprietorships meeting specific asset and turnover criteria. Aneka Keripik Mama Uni, an micro enterprise that has operated for 10 years in Fakfak Regency, yet it still face challenges such as weak branding and limited distribution channels. This community service project aims to provide recommendations and implement effective branding strategies to support the partner's business development. The results demonstrate a significant branding transformation through the rebranding of the business to Camilan Baye. The strategy implementation encompasses the development of five core components: brand identity, brand image, brand personality, brand positioning, and brand elements. Specifically, the program produced modern and informative packaging designs for five product variants Garlic Peanuts, Hidden Peanuts, Fried Spicy Taro, Banana Chips, and Garlic Sticks complete with the Indonesian Halal logo, "100% Indonesia" labels, and clear contact information. Furthermore, marketing reach was expanded through Facebook social media optimization and the creation of offline promotional media in the form of standing banners. The implementation of this activity has successfully enhanced the partner's knowledge, skills, and capabilities in visual trend-based product design and marketing digitalization to support business sustainability in a competitive market.

Digital transformation has brought fundamental changes to the structure and dynamics of modern industrial economics. Technologies such as Artificial Intelligence (AI), the Internet of Things (IoT), and big data not only modify production and distribution processes but also revolutionize marketing strategies and patterns of industrial competition. This study is motivated by the need to understand how digital marketing transformation influences the development of competitive advantage through changes in digital market structure from an industrial economics perspective. In this context, digital marketing functions as a strategic instrument that integrates technology, data, and consumer behavior into market mechanisms. The analysis shows that digitalization creates a network-based market structure characterized by the concentration of economic power in major digital platforms and dominance in data control. This structure affects the intensity of competition, the direction of innovation, and patterns of industry differentiation. Digital marketing transformation enhances efficiency, expands market access, and lowers entry barriers for new players, yet it also creates competitive imbalances due to the dominance of large platforms.Through a digital Structure–Conduct–Performance (SCP) approach, the study finds that market structure acts as an intermediary variable that channels the impact of digitalization on competitive advantage. Digitalization significantly promotes industrial efficiency, innovation, and profitability. Proposed strategic solutions include strengthening digital literacy, developing adaptive regulations, and fostering cross-sector collaboration to create an inclusive, competitive, and sustainable digital industrial ecosystem

Digital marketing has become a vital tool for business growth today, especially for housewives running small businesses. However, challenges such as a lack of technical knowledge and limited access to digital devices often hinder them from competing in the modern marketplace. In response to this phenomenon, the Community Service (PKM) initiative in Tamallayang Village, Bontonompo, was specifically designed to strengthen the capacity of housewives through education on the use of marketing technology to advance their businesses. This program employs a participatory training model that emphasizes two-way discussions and real-life case studies, allowing participants to understand and directly apply material such as digital marketing fundamentals, WhatsApp optimization, and content creation techniques. The success of this program is reflected in the substantial increase in competency and growing optimism of the participants in managing their businesses in the digital realm. The mothers now not only master the theory but are also able to execute the strategies they have learned to expand product exposure and boost sales figures. The benefits of this activity also have broad implications for strengthening the family economic structure and overall social welfare in the region. Going forward, the successful implementation of digital marketing strategies in Tamallayang Village is expected to become a prototype for empowering MSMEs in other areas, while also emphasizing that technological adaptation is a mandatory step in strengthening business competitiveness in the current era.

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.

In this modern technological era, many organizations conduct fundraising activities through charity programs. One such organization is Baitulmaal Munzalan Indonesia, Pontianak Branch, which organizes a charity market program to collect funds or goods that can be used to help people obtain the items they need at affordable prices.This study aims to analyze the various marketing strategies used in the charity market program of Baitulmaal Munzalan Indonesia, Pontianak Branch. The research involved 10 informants, consisting of 1 employee of Baitulmaal Munzalan Indonesia, Pontianak Branch, and 9 consumers of the charity market. The researcher employed a qualitative research method by conducting a case study on the selected object. The data collection techniques used in this study included documentation, interview and observation. The purpose of this study was to identify the marketing strategies of the charity market program and to explore ways to improve them. The result of this research suggest that the charity market program applies seven marketing strategies, namely segmentation, targeting, positioning, promotion, place, product, and price. The marketing strategies of the charity market at Baitulmaal Munzalan Indonesia, Pontianak Branch, already cover many important aspects and demonstrate good potential. However, there are still some elements that need to be refined and added in order to make the strategies more effective and attract greater community participation

This article discusses an experiential training program that integrates three main pillars for students of Parung Panjang Vocational High School (SMK) in Tangerang: optimizing digital platforms as modern marketplaces, developing innovative product packaging to strengthen sales performance, and applying ethical and legal principles in digital business activities. The program is designed to prepare vocational students to become competent, creative, adaptive, and responsible young entrepreneurs in the digital economy. The implementation methods include project-based learning, workshops, seminars, product simulation, mentoring, and intensive practice in using online marketing media. Students are guided to identify market opportunities, design attractive packaging, promote products through digital channels, and understand consumer protection, intellectual property, and honest transaction practices. The expected outcomes include increased digital literacy, improved packaging design skills, stronger entrepreneurial motivation, and better awareness of business ethics and legal compliance. Overall, this program provides practical learning experiences that connect school-based entrepreneurship education with the demands of the contemporary business and industrial environment. It also encourages collaboration among teachers, students, and local business partners for sustainable vocational development in line with future workforce and innovation needs.

Educational institutions increasingly face competitive pressures in attracting and maintaining student enrollment, particularly within the private school sector. This study examines educational marketing strategies implemented to increase student enrollment in Catholic private schools. The research focuses on two institutions, namely SMA Strada Santo Thomas Aquino and SMA Katolik Lia Stephanie, which demonstrate different enrollment trends and marketing approaches. A qualitative exploratory method was employed to understand institutional strategies and marketing practices in their natural contexts. Data were collected through observation, semi-structured interviews, and documentation conducted between August and December 2025. Data validity was ensured through source and technique triangulation, while analysis followed the Miles, Huberman, and Saldana model consisting of data condensation, data display, and conclusion drawing. The findings reveal that both schools implement educational marketing strategies based on the marketing mix framework (7P), including product, price, place, promotion, people, process, and physical evidence. SMA Strada Santo Thomas Aquino applies a community-relational approach that emphasizes Catholic values, alumni loyalty, school reputation, and word-of-mouth communication within community networks. SMA Katolik Lia Stephanie adopts a differentiation-professional approach by offering flagship academic programs, modern facilities, and structured promotional strategies coordinated by a dedicated marketing team. The effectiveness of these strategies is supported by church networks, alumni engagement, foundation support, and consistent educational service quality. Several challenges were identified, including limited marketing resources, insufficient digital marketing competence, and increasing competition among private schools. Strengthening adaptive and innovative marketing strategies is essential for maintaining institutional competitiveness and sustaining student enrollment in Catholic private educational institutions.

Durian Bhineka Bawor is one of the leading local commodities of Alasmalang Village with high economic potential. However, product promotion and marketing activities are still dominated by conventional methods and limited local networks, resulting in restricted market access, low competitiveness, and the absence of structured product information documentation. This community service program aims to address these challenges through the implementation of an interactive website integrated with an AI Agent, serving as a centralized information platform as well as a digital product ordering service. The main objectives of this program are to strengthen local durian branding through the utilization of modern digital technology, expand market reach, and enhance community digital literacy. The implementation method was carried out in several stages, including program coordination and socialization, content needs assessment, website design and development, AI Agent and WhatsApp server integration, system testing, manager training, official deployment, and continuous assistance. The AI Agent provides interactive services in the form of product information delivery, personalized recommendations, and order facilitation directly connected to the admin dashboard and social media platforms, thereby accelerating transaction processes and improving consumer experience. The expected outcomes of this program include the establishment of a more professional, transparent, and efficient promotion and ordering system for Durian Bhineka Bawor products. The developed platform is expected to expand market access, increase product sales, and create new digital-based business opportunities. Furthermore, this program contributes to community empowerment by improving digital skills and technology management capabilities to support local economic independence and competitiveness.

This MBKM program aims to develop innovative woven textile designs in Laranwutun Village, Ile Ape District, Lembata Regency, as an effort to enhance the economic value of local products through the utilization of digital marketing based on Facebook. Laranwutun Village possesses significant potential in traditional ikat weaving; however, artisans still face challenges in design development and rely on conventional marketing practices. The program was implemented over a two-month period involving MBKM students, local weavers, and MSME actors. The implementation methods included mentoring in creating innovative textile designs by combining traditional motifs with modern color trends, product photography training, and training on the use of Facebook for promotion and sales. The results indicate an improvement in artisans’ ability to create new designs, enhanced product visual quality, and expanded digital marketing reach. Following the training, five artisans actively utilized Facebook as a promotional medium and successfully received orders from outside the region.Overall, this MBKM activity contributes to strengthening the creative economy based on local culture and enhancing the independence of woven-textile entrepreneurs in Laranwutun Village through accessible and sustainable digital technology utilization.

Local food innovation is not only focused on product development but also requires effective communication strategies to build positive perceptions and enhance market competitiveness. This study aims to analyze the implementation of innovation communication strategies by micro, small, and medium enterprises (MSMEs) in developing papaya-based chili chips as a flagship product in Nagori Karang Anyar, Gunung Maligas District, Simalungun Regency. The research employs a descriptive qualitative approach, focusing on the product innovation process, marketing communication patterns, and efforts to build product image amid competition in the local food industry. The findings indicate that innovation communication strategies play a crucial role in creating product differentiation through narratives of unique taste, utilization of local raw materials, and promotional strategies combining traditional methods and digital media. Papaya chili chips are positioned as a product that blends distinctive local flavors with a modern touch, attracting consumer interest and increasing the added value of papaya as a local commodity. This study emphasizes that the success of local food innovation depends not only on product quality but also on the ability of MSMEs to manage adaptive and persuasive communication strategies.

The development of the retail sector, especially with the rise of modern retail and franchise minimarkets, encourages small-scale retail businesses to adapt through effective marketing strategies. This study aims to analyze the implementation of retail promotion management at Toko SRC Satria and its role in increasing consumer buying interest and loyalty. Using a qualitative approach with a descriptive method, data was collected through observations, in-depth interviews, and documentation with the store owner and consumers. The results show that Toko SRC Satria has implemented a planned retail promotion management strategy, even on a small scale, including neat product arrangement, attractive display usage, discounts, bundled offers, and intense direct communication between the store owner and consumers. The application of these strategies creates a comfortable shopping experience and increases consumer interest in making purchases. This study also shows that retail promotion management contributes to increasing buying interest, as seen in the stable frequency of visits and the tendency for repeat purchases. A personal approach and friendly service are important factors in building consumer loyalty. The implications of this study suggest that simple yet targeted retail promotion management can enhance competitiveness and support the sustainability of businesses amid fierce competition.

This study aims to analyze rebranding strategies and marketing communication in building the brand equity of Kopi Bawang Dayak as a regional flagship product. Kopi Bawang Dayak is a local product innovation based on the indigenous wisdom of Kalimantan that has functional and economic potential; however, it still faces challenges such as weak brand identity, unclear positioning, and ineffective marketing communication. This research adopts a qualitative approach using a descriptive method. Data collection techniques include interviews with business actors and consumers, observations of visual identity and promotional media, documentation, and literature review. The results indicate that rebranding strategies implemented through logo updates, packaging redesign, and the reinforcement of local values are able to enhance brand awareness and brand associations among consumers of Kopi Bawang Dayak. Furthermore, marketing communication that emphasizes storytelling, health benefits, and local cultural values through social media contributes to increasing perceived quality and building consumer trust. The synergy between rebranding strategies and marketing communication is proven to play a significant role in strengthening the brand equity of Kopi Bawang Dayak. This study concludes that integrating local identity with modern marketing approaches is a key factor in enhancing the competitiveness of regional flagship products in broader markets.