Minimarkets represent a critical sector within the retail industry, playing a fundamental role in fulfilling the daily requirements of consumers, amidst a persistent uptrend in sales value. Within the progressively competitive commercial environment, the comprehension of Customer Value has emerged as a pivotal element in augmenting Satisfaction, consequently fostering customer Loyalty, which stands as a crucial component of Consumer Behavior and is essential for ensuring the continuity of business operations. The principal aim of this research is to examine the influence of Customer Value on Consumer Behavior among minimarket customers in the Jabodetabek area. A total of 376 minimarket customers in Jabodetabek area were surveyed via an online questionnaire for data collection. The methodological approach utilized for data analysis involved the application of Structural Equation Modeling using SmartPLS 4.0. The results of hypothesis testing indicate that Customer Value factors such as Product Excellence, Service Excellence, Social Value, and Aesthetics play a crucial role in influencing customer Satisfaction. Nevertheless, the Efficiency dimension does not demonstrate a notable impact on Satisfaction. Furthermore, customer satisfaction plays a significant role in fostering customer loyalty. The conclusions drawn from this study emphasize the need for minimarket businesses to continuously assess customer satisfaction levels by leveraging Customer Value, in turn enhancing customer loyalty and nurturing more resilient links between minimarkets and consumers in the Jabodetabek region.

Community service activities are very important to improve the quality of human resources for MSMEs. Copywriting training was conducted by Bina Nusantara University Semarang for 30 MSMEs in the city of Semarang. The term copywriting was not yet known to the participants and this training was attended with great enthusiasm so that the participants could increase their knowledge regarding marketing using copywriting techniques which are one of the trends in the marketing world. Training participants are expected to have the ability to write attractive promotional or advertising language so that their products can stick in the minds of customers. By mastering this copywriting technique, the participants are able to increase product sales through digital marketing via social media by using advertising writing techniques that are attractive to the customers.