Pricing is an important component of marketing strategy and is essential for business sustainability. Cost Plus Pricing and Target Costing are the two most common techniques for determining selling prices. The purpose of this study is to compare the effectiveness of the two methods in determining the selling price of goods, especially considering the aspects of cost through documentation, interviews, and financial statement analysis. The results of the study indicate that Target Costing focuses on cost efficiency to achieve the desired market price, while the Cost Plus Pricing method tends to produce higher selling prices but is less competitive in the market. The results of the study indicate that the pricing method must be adjusted to the characteristics of the.

The swift advancement of digital technology and marketing has been profoundly altered by social media strategies, especially in relation to engaging the digital native generation. swift advancement of digital technology and Marketing has been profoundly altered by social media strategies, especially in relation to engaging the digital native generation Marketing has been profoundly altered by social media strategies, especially in relation to engaging the digital native generation. Marketing practices, particularly renf on marketing on customer engagement across Instagram and TikTok, are just two of the social media platforms involved. The findings consistently demonstrate that, through the use of strategic, relevant, and attractive content, content marketing positively affects customer engagement, with measured contributions ranging from 42.5% to 78.4%. The reviewed studies employed various quantitative methods, including surveys, simple linear regression, ANOVA, and correlation analysis. The studies cover a range of industries, including food and beverage, beauty, e-commerce, and education. This shows that customer engagement is driven not only by the quantity of content as the determining factor but also by its quality, interactivity, and emotional resonance. This review emphasises the vital role of content marketing in cultivating stronger customer relationships, brand loyalty, and, consequently, business growth within the digital landscape.

This research aims to analyze the implementation of the Business Model Canvas (BMC) at Adfar Store Gresik, a trading business engaged in rice distribution. The BMC is used as a strategic tool to describe and evaluate nine key elements of the business: Key Partnerships, Key Activities, Key Resources, Value Propositions, Customer Relationships, Channels, Customer Segments, Revenue Streams, and Cost Structure. This research employs a qualitative phenomenological approach with data collection techniques through observation and in-depth interviews. The results show that Adfar Store Gresik effectively utilizes strategic partnerships, core activities, and key resources to improve operational efficiency and customer satisfaction. The main values offered include medium-quality rice, competitive pricing, and friendly service. In addition, distribution and communication strategies through social media and direct delivery services provide a competitive advantage in the market. The study concludes that the application of the BMC can help in designing a more structured business strategy, increasing competitiveness, and driving sustainable business growth.

This study aims to systematically review the influence of digital marketing and electronic word of mouth (E-WOM) on consumer purchase intention. Using a systematic literature review (SLR) approach, five peer-reviewed journal articles published between 2022 and 2023 were analyzed, focusing on digital consumer behavior in the context of social media platforms such as TikTok and Instagram, as well as e-commerce. The review identifies that digital marketing strategies—particularly content marketing and social media engagement—positively affect purchase intention, especially when mediated by consumer trust and brand awareness. Similarly, E-WOM, delivered through influencers, customer reviews, and celebrity endorsements, is found to significantly shape brand image and influence purchase decisions. The findings also highlight that the effectiveness of digital marketing and E-WOM varies depending on platform type, message form, and product category. This study contributes to a deeper understanding of consumer response patterns in digital environments and offers practical implications for marketers to optimize engagement strategies. Recommendations for future research are also presented to address the current limitations and explore emerging trends in digital consumer behavior.
 

Waqf is an Islamic economic instrument with significant potential to promote community welfare, yet it continues to face challenges related to transparency, asset certification, and public engagement. The advancement of blockchain technology particularly the use of Non-Fungible Tokens (NFTs) presents an innovative opportunity for the digitalization of waqf, especially as a means of creating unique, transparent, and verifiable asset certifications. This study employs a qualitative approach through a literature review to analyze the potential and challenges of utilizing NFTs within the framework of sharia-compliant digital waqf. The findings indicate that NFTs hold great promise in enhancing efficiency, expanding public participation, and promoting digitally-driven productive waqf models. However, several critical issues remain, including legal uncertainty, the risk of gharar (ambiguity), value volatility, and the lack of supporting infrastructure and digital literacy. This study recommends strengthening regulatory frameworks, developing adaptive fiqh guidelines, and increasing public education to support the implementation of NFTs as a waqf instrument aligned with maq??id al-shar?‘ah and capable of delivering broad benefits to the Muslim community.

Program Wirausaha Merdeka merupakan bagian dari kebijakan Merdeka Belajar Kampus Merdeka (MBKM) yang bertujuan untuk mendorong kemandirian ekonomi mahasiswa melalui pengembangan jiwa kewirausahaan. Program ini berlangsung selama hampir 5 bulan dan melibatkan sejumlah kegiatan, mulai dari workshop materi dengan wirausahawan yang telah berpengalaman, kegiatan magang, kegiatan pitching proposal bisnis, pembuatan prototype atau produk inovatif oleh mahasiswa, serta kegiatan pemasaran produk mahasiswa kepada masyarakat. Hasil dari program ini memberikan dampak positif dalam membentuk mindset kewirausahaan, meningkatkan keterampilan praktis, serta memperkuat keberanian mahasiswa untuk memulai dan mengelola usaha secara mandiri  sehingga menunjukkan bahwa Program Wirausaha Merdeka berperan signifikan dalam menumbuhkan kemandirian ekonomi mahasiswa, sekaligus mendukung pengembangan ekosistem kewirausahaan di lingkungan perguruan tinggi.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, yet they continue to face competitiveness challenges in the digital era. This study aims to systematically examine the role of digital marketing in enhancing the competitiveness of MSMEs in Indonesia. Utilizing a Systematic Literature Review (SLR) method, eight relevant academic journals published between 2022 and 2025 were analyzed. The analysis involved reviewing each study's objectives, methods, findings, and the digital strategies applied. The results reveal that digital marketing significantly contributes to increasing visibility, promotional efficiency, and market expansion for MSMEs. The most frequently used platforms include social media, online food delivery services, and AI-based digital tools. However, various obstacles were identified, such as low digital literacy and limited infrastructure support. This research offers practical insights into effective digital marketing strategies and provides recommendations for stakeholders to strengthen the digital capabilities of MSMEs in Indonesia.

This study aims to determine the sustainability of Toko Arofah's business and to find out the dynamic capabilities possessed by the first generation to the second generation in continuing the business. The form of research used is qualitative research. The research was conducted at Toko Arofah which is located at Jalan Raya Mojopuro, Babatan Village, Balongpanggang District, Gresik Regency. Data collection techniques with observation, interviews and documentation. The research subjects were one business owner, one next generation, three suppliers, and five customers. The results of this study are that the sustainability of Toko Arofah's business can be achieved through the ability to adapt to changing times, flexibility in facing challenges, and investment in modern technology. Also, Toko Arofah's dynamic capabilities lie in the application of sensing capabilities to identify opportunities and threats from the external environment, development capabilities help turn these opportunities into strategic actions. Furthermore, transformation capabilities ensure that the company can adjust and reconfigure existing resources to deal with changes and strengthen its competitive position.

The function of Sharia Peer-to-Peer (P2P) Lending as an alternative funding source to expand capital access for MSMEs in Indonesia is the main topic of this study. The main issue of this study is the need to provide effective, easily accessible, and sharia-compliant funding options to help expand MSMEs, especially those considered unworthy of banking services. The purpose of this study is to investigate how Sharia P2P Lending helps MSMEs obtain funding and offers sharia-compliant investment opportunities. This study uses a literature review method and a review of related laws, such as those issued by the National Sharia Council (DSN-MUI) and the Financial Services Authority (OJK). The findings of this study indicate that Sharia P2P Lending can offer effective, affordable, and easily accessible funding, helping MSMEs develop their businesses and enter new markets. Furthermore, this website provides sharia-based investment alternatives for investors. Taking all of these things into consideration, while still adhering to the principles of Islamic finance, Sharia P2P Lending has the potential to close the funding gap for MSMEs, support the real sector, and advance the country's economy. This study emphasizes how important this financial innovation is in driving the inclusiveness of the Indonesian economy.

This research aims to analyze the business model of the Jamu Karya Subur Shop using the Business Model Canvas (BMC) approach. Toko Jamu Karya Subur is a micro and small industry operating in the field of traditional herbal medicine, which has been operating since 2002. This research is motivated by the challenges faced by Toko Jamu Karya Subur, such as limited reach of information to customers and low competitiveness in the digital era. The research method used is qualitative phenomenological, which aims to understand the subjective experiences of owners and customers. Data collection was carried out through interviews, observation and documentation. Research subjects consisted of shop owners, franchise partners and customers. The research results show that the Jamu Karya Subur Shop has great potential to develop, but there needs to be innovation in marketing strategy and product development. The analysis results show that key elements in BMC, such as key partners, channels and customer relationships, are the main focus in developing business models. Toko Jamu Karya Subur's key partners include suppliers of herbal raw materials and distribution partners who can help expand the marketing network. The channels currently used are still limited to word of mouth promotion, so it is necessary to develop digital marketing channels to reach wider customers. Apart from that, customer relationships need to be improved through better service and the use of social media as a means of communication with customers. This research makes a significant contribution to the development of the Jamu Karya Subur Shop business model and provides recommendations for other micro and small businesses to pay attention to innovation and marketing strategies in facing competition in the digital era. By implementing BMC, it is hoped that Jamu Karya Subur Shop can increase its competitiveness and expand the market, so that it can continue to contribute to the local economy.