As a result, the goal of this article is to examine the marketing mix used by Antam's Padjadjaran Branch Group to market gold savings products, to evaluate the limitations and challenges faced by the marketing mix within the Antam Group Pajajaran Branch, and to develop marketing strategy recommendations to address both internal and external challenges encountered during the process of marketing gold savings products at the Antam Group Pajajaran Branch. Data for this study was acquired through interviews, observations, and recording using a qualitative descriptive methodology. The Antam Pajajaran Group Branch Managers, the Antam Pajajaran Branch Group Marketing Department, and the Gold Savings Products Pajajaran Bandung Branch's clients served as the study's informants. This study used the marketing mix theory as a guide. The study's conclusions include the marketing tactics used by Antam Group's Pajajaran Branch, which apply segmentation, targeting, and positioning principles, as well as the marketing mix, which includes product, price, place, promotion, people, processes, and facilities.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy but often face challenges in marketing their products, especially in the digital era. This study aims to design and evaluate the effectiveness of digital marketing training for MSME activists in Sangatta District, East Kalimantan. The research methodology uses a mixed-methods approach with 50 MSME actors as subjects. The training conducted includes the basics of digital marketing, the use of social media, content creation, search engine optimization (SEO), and data analysis.The results show a significant increase in participants' knowledge and skills in digital marketing. Additionally, the training successfully increased sales and product visibility of MSMEs. Training participants began adopting digital marketing strategies and using data analytics for more effective decision-making. These positive impacts indicate that digital marketing training can be an effective solution to enhance the competitiveness and sustainability of MSME businesses. This study recommends the implementation of advanced training and continuous support for MSME actors, as well as collaboration between the government, universities, and the private sector to provide necessary resources. Thus, MSMEs in other regions are expected to benefit from similar programs to face challenges in the digital era.

The Influence of Leadership and Work Ethics on Work Motivation in the Sibolga special chili cracker business. This study aims to determine how much influence Leadership and Work Ethics have on Work Motivation in the Sibolga special chili cracker business, the model used in this study is a quantitative descriptive method and the data collection technique uses a questionnaire, using 30 samples. And the method of analysis used is multiple linear regression analysis, and t test and f test, to find out the independent variables that affect the dependent variable, in managing this data using the SPSS for Windows version 20 tool. The results of this study indicate that leadership has a positive effect and Work motivation has a negative effect, but simultaneously all variables have a significant positive effect with a value of 0.002 on work motivation in the Sibolga special chili cracker business, which also means that the hypothesis proposed is accepted, while the results of the partial analysis of leadership have a significant influence on work ethics negative and insignificant effect on work motivation in the Sibolga special chili cracker business.

The purpose of this study was to identify and analyze the influence of distribution channels and price discounts on consumer buying interest in CV. Nauli Pandan Light Partners. The research hypothesis is that distribution channels and price discounts simultaneously have a positive effect on consumer buying interest in CV. Nauli Pandan Light Partners. The population is 59 and used as a sample. Data collection techniques using interviews, observation and questionnaires. Data were analyzed using descriptive statistics. The results of the study found that distribution channels and price discounts simultaneously had a positive effect on purchase intention, where Fcount (49.788) was greater than Ftable (3.15) or (49.788 > 3.15). Partially the distribution channel variables influence purchase intention, where the t-count value is 3.650 > ttable value 2.001 or significant (Sig-t) of 0.001 < ? (0.05). Partially the price discount variable has an effect on buying interest, where the t-count value is 3.794 > t-table value of 2.001 or significant (Sig-t) of 0.000 < ? (0.05) The calculation result of the coefficient of determination R Square is 0.627 means 62.7% channel distribution and price discounts can affect purchase intention, while the remaining 37.3% can be influenced by other factors not discussed in this study.