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This qualitative inquiry aims to explore the impact of Artificial Intelligence (AI) on promoting ethical business practices within the realm of digital marketing in Indonesia. The research model adopts a qualitative approach, utilizing semi-structured interviews with key stakeholders in the digital marketing sector. Sampling techniques involve purposive sampling to ensure representation from various sectors such as industry professionals, policymakers, and consumer advocacy groups. Data analysis employs thematic analysis, allowing for the identification of recurring themes and patterns related to the integration of AI in digital marketing practices and its influence on ethical considerations. Preliminary findings suggest that AI implementation in digital marketing facilitates transparency, personalization, and accountability, thereby fostering ethical practices among businesses operating in Indonesia's digital landscape. This study contributes to the ongoing discourse on the ethical implications of AI adoption in emerging markets, providing insights for policymakers and industry stakeholders to develop frameworks that promote responsible AI use in business operations.

. In today's rapidly developing digital era, product marketing strategies for Micro, Small and Medium Enterprises (MSMEs) are becoming increasingly important to compete and develop. Information Systems (SI) have become a very effective tool in helping MSMEs optimize the marketing of their products. This research aims to evaluate strategies for marketing MSME products using IS in the digital era. The research method used is descriptive research with a qualitative approach. Data was collected using the literature method. The results of this research show that the use of IS in marketing MSME products has several significant benefits, such as increasing online visibility, enabling personalization in product offerings, and facilitating interaction with customers via digital platforms. This research provides a more in-depth view of how MSMEs can utilize IS to market their products in the digital era. The practical implication is that MSMEs need to invest time and resources in understanding and implementing IS in their marketing strategies, while also paying attention to the challenges that may arise. In this way, MSMEs can maximize their potential in marketing their products effectively and competing in an increasingly competitive digital market.

. In today's rapidly developing digital era, product marketing strategies for Micro, Small and Medium Enterprises (MSMEs) are becoming increasingly important to compete and develop. Information Systems (SI) have become a very effective tool in helping MSMEs optimize the marketing of their products. This research aims to evaluate strategies for marketing MSME products using IS in the digital era. The research method used is descriptive research with a qualitative approach. Data was collected using the literature method. The results of this research show that the use of IS in marketing MSME products has several significant benefits, such as increasing online visibility, enabling personalization in product offerings, and facilitating interaction with customers via digital platforms. This research provides a more in-depth view of how MSMEs can utilize IS to market their products in the digital era. The practical implication is that MSMEs need to invest time and resources in understanding and implementing IS in their marketing strategies, while also paying attention to the challenges that may arise. In this way, MSMEs can maximize their potential in marketing their products effectively and competing in an increasingly competitive digital market.

New Student Admission Website is one of the services to register online to become a student at the Telkom Institute of Technology Purwokerto. This research was conducted to Comparative Analysis of Webqual and E-Servqual methods on the New Student Admission (PMB) website of the Telkom Institute of Technology. In the development of the PMB website, there are shortcomings felt by prospective new students regarding features that are not used by the PMB unit of IT Telkom Purwokerto, but still appear when registering for new student admissions. both methods, it is found that the analysis of WEBQUAL and E-SERVQUAL methods is interrelated in improving the quality of service interaction. Factors such as reputation, information security, personalization, community space, ease of communication, and responsiveness to user problems play an important role in creating a good interaction experience for PMB ITTP website users. 

esearch explores the impact of digital technology on market competitive dynamics, considering the role of big data, artificial intelligence (AI), digital platforms and online marketing strategies. The discussion also includes factors that influence success in competition in digital markets, such as personalization of customer experience, multichannel integration, data security, and adaptation to changing regulations and consumer trends. This analysis provides important insights for business people in facing challenges and exploiting opportunities in an increasingly dynamic and sophisticated competitive environment.