Crackers made from wheat flour and processed fish have become a popular snack among Indonesian consumers. Mrs. Ratih Wardani, owner of Ummi Kemplang Crackers MSME located on Jalan Gatot Subroto, Gang Serasan 1, Bumi Raya Village, Bumi Waras District, Bandar Lampung City, encounters significant obstacles in marketing her products. Narrow market reach hinders business expansion. MSMEs play a vital role in Indonesia's economic development by utilizing local resources. However, digital transformation has become an urgent necessity to expand market reach, accompanied by improved financial management. This community service program aims to enhance production capacity and marketing strategies. Production process modernization is expected to boost the economic welfare of business partners. Marketing improvements were achieved through developing an online sales website that reaches local, national, and international markets. The provision of mixing and cutting machines successfully increased production capacity by 30% while opening opportunities for product diversification.

Investigating nutrition information and marketing strategies of packaged food products in the Tanzanian market

The increasing reliance on digital marketing has made it essential for organizations to evaluate the effectiveness of their campaigns and understand customer behavior. Traditional methods often depend on basic metrics such as clicks and impressions, which do not provide a complete picture of customer engagement or conversion outcomes. This project addresses this challenge by developing a machine learning-based system that predicts customer response to marketing campaigns and analyzes campaign performance. The system incorporates data preprocessing, feature engineering, and classification techniques to extract meaningful patterns from the data. By leveraging these techniques, the model provides probability-based predictions that help identify whether a customer is likely to respond to a campaign. In addition to prediction, the system includes an interactive dashboard that enables users to input campaign parameters and visualize key performance indicators such as conversion rate, return on investment (ROI), and trend analysis. Features like what-if simulation allow users to explore different marketing strategies and their potential impact. The integration of frontend, backend, and API components ensures smooth data flow and real-time interaction. Overall, the proposed system demonstrates how machine learning can be effectively applied to marketing analytics, supporting data-driven decision-making and improving the efficiency of marketing campaigns.

Increasing competition in the herbal product industry requires firms to adopt effective and sustainable marketing strategies. Moringa-based products have significant market potential; however, their development is often constrained by internal limitations and external pressures. This study aims to analyze the internal and external marketing conditions of MoriFlour Moringa Powder at PT. Keloria Moringa Jaya and to formulate appropriate marketing strategies. A qualitative descriptive approach with a case study design was employed. Data were collected through interviews, observations, documentation, and questionnaires, and analyzed using SWOT analysis through IFAS and EFAS matrices. The results indicate that the total IFAS score was 0.98 and the EFAS score was 0.93, demonstrating the dominance of strengths and opportunities over weaknesses and threats. The SWOT diagram places the company in Quadrant I, indicating a favorable strategic position. Accordingly, growth-oriented strategies such as market penetration and market development are recommended by leveraging product quality and expanding herbal market opportunities. These findings confirm that SWOT analysis is an effective tool for formulating marketing strategies in functional plant-based agro-industries.

Advances in digital technolgy require Micro, Small, and Medium Enterprise (UMKM) in Pontianak City to adspt to online marketing strategies to remain competitive, particularly in expanding market reach and increasing sales. This study aims to analyze the use of blogsas an effective, effcient, and low-cost digital promotional medium for UMKM. The method used is mentoring and training in blog content creation for UMKM in Pontianak City. The results show that blogs offer advantages in the form of flexibility in presenting in-depth product information, building brand identity, and increasing visiility in search engines (SEO) compared to conventional social media. Through the use of blogs, UMKM can overcome limited promotional budgets while still reaching a wider audience in a professional manner. This mentoring has been proven to help business actors in digitalizing the marketing of Pontianak’s culnary products.

This study looks into how mobile marketing strategies affect user satisfaction in the banking sector, focusing on user efficacy and user-centric services around the user. As mobile banking grows and reliance on digital platforms increases, it's important to understand how users interact with banking apps in their daily routines. The study aims to investigate how factors like ease of use, personalization, and technology features play a part in overall customer satisfaction. A quantitative approach has been employed in this study, and primary data was gathered through the distribution of questionnaires among 300 users of mobile banking. Statistical methods were applied for analyzing data using such statistical methods as descriptive statistics, correlation, ANOVA, and regression analysis using SPSS software. Findings show that user efficacy, particularly ease of use and efficiency of applications, has a great positive effect on satisfaction of customers. Moreover, user-centric services, such as offering personalization, greatly contribute to increased engagement. However, there has been very little contribution by innovative technological solutions.

Objectives This article investigates the city marketing strategies employed by selected U.S. Smart Cities, with the aim of understanding how they promote themselves to attract new residents, firms, investors and visitors. Prior work The study builds on the established literature on city marketing and place branding, as well as recent comparative analyses of Smart Cities and territorial marketing, extending this work by focusing on how smart urban agendas are translated into concrete branding and communication strategies. Approach Analysing Smart City rankings enables the identification of three Smart Cities in the United States, namely New York City, Boston and Dallas-Fort Worth (DFW). A comparative analysis is employed to examine their city marketing strategies, including whether their promotion highlights historical aspects, cultural elements or innovation narratives, and to analyse the branding principles and communication tools used. Results The analysis identifies key dimensions of the cities’ promotions, including brand development, brand communication, brand maintenance, promotional benefits and strategic limitations, and shows how each city configures these dimensions differently. Implications The findings offer useful guidance for academics, researchers and practitioners seeking to design, assess or improve marketing strategies in Smart Cities, particularly in terms of aligning branding with governance, stakeholder engagement and resident-facing value. Value The article contributes to the field of city marketing by providing a structured comparative analysis of marketing strategies in different types of Smart Cities and by illustrating how distinct city marketing approaches can foster city visibility and perceived attractiveness.

Although product differentiation strategies in the Hajj and Umrah travel industry have received attention in several studies, research that specifically discusses the limited variety of products in affecting the competitiveness of travel agencies at the local level remains limited. This study aims to analyze the product differentiation strategy for Hajj and Umrah services in facing business competition at PT Bimalyndo Hajar Aswad Bukittinggi Branch. This study employed a qualitative approach with a case study design, involving informants consisting of the branch manager, employees, and pilgrims selected through a purposive sampling technique. Data were collected through in-depth interviews, observation, and documentation, and were then analyzed using an interactive data analysis technique through the stages of data reduction, data display, and conclusion drawing. The findings showed that the company had implemented a differentiation strategy based on service quality, such as assured facilities, worship comfort, the use of local muthawif, and a more meaningful travel experience. However, the limited variety of products became the main factor hindering competitiveness and contributed to the decline in the number of pilgrims. These findings contribute to the development of differentiation theory by emphasizing the importance of integrating service quality and product innovation in the religious services industry. The conclusion of this study emphasizes the importance of developing product variety and strengthening marketing communication strategies to enhance the company’s competitiveness. The implications of this study include theoretical contributions to enriching the sharia marketing literature as well as practical implications for actors in the Hajj and Umrah industry in designing more effective differentiation strategies, while also opening opportunities for further research related to digital marketing strategies and service innovation based on pilgrims’ needs.

In the modern business environment, marketing plays a crucial role in the success and growth of any organization. With increasing competition and changing customer preferences, companies are required to adopt innovative and effective marketing strategies to survive and grow in the market. Traditional marketing methods such as print media, television, and radio are now being supplemented—and in many cases replaced—by digital marketing techniques such as social media marketing, influencer marketing, content marketing, and search engine marketing

This study examines how health marketing strategies differ across developed, developing, and underdeveloped countries, with particular attention to the roles of technology, infrastructure, socio-economic conditions, and cultural context. Using a comparative secondary-data approach, the study synthesizes evidence from international reports, case-based evidence, and published literature to evaluate patterns in government investment, digital health penetration, campaign reach, public trust, health behavior change, and cultural influences on campaign effectiveness. The findings indicate that developed countries benefit from stronger digital infrastructure, higher health and digital literacy, broader telemedicine adoption, and greater public-sector funding, which together enhance the reach and effectiveness of health marketing interventions. In contrast, developing and underdeveloped countries continue to depend more heavily on radio, community outreach, mobile messaging, and externally supported campaigns because of infrastructural limitations, affordability barriers, and lower literacy levels. The analysis also shows that cultural and religious institutions may act not only as barriers but also as enablers when campaigns are adapted to local values and trusted intermediaries. The study concludes that health marketing cannot be standardized across all contexts; rather, it must be tailored to country conditions, especially in the post-COVID era, where digital health adoption has accelerated unevenly across regions. The paper offers practical implications for policymakers, public health institutions, and health communicators seeking to design more context-sensitive and effective health marketing strategies.

Generation Z (Gen Z) consumers exhibit a distinctive multi-platform purchase behavior: they habitually discover products through social commerce (S-commerce) stimuli—including influencer content and livestream shopping—yet systematically migrate to e-marketplaces to complete their transactions. Despite the strategic importance of this behavioral pattern for platform operators, brand managers, and policymakers, the underlying mechanisms remain poorly understood. This study advances a Consumer Decision Journey framework comprising five stages—Social Commerce Stimuli, Discovery, Risk Evaluation, Marketplace Evaluation, and Purchase Decision—and integrates Stimulus-Organism-Response theory and the Elaboration Likelihood Model to explain how Gen Z consumers navigate cross-platform purchase decisions. Employing a sequential explanatory mixed-methods design, we conducted a large-scale survey (n = 423 Gen Z respondents) analyzed via Partial Least Squares Structural Equation Modeling, complemented by 18 in-depth qualitative interviews. Results confirm that influencer persuasion, livestream engagement, and perceived product authenticity drive product discovery; price comparison mediates, and price sensitivity moderates the discovery-to-risk pathway. Critically, perceived risk in S-commerce paradoxically accelerates cross-platform migration and elevates trust in e-marketplaces. Trust in e-marketplaces and logistics reliability each moderate the risk-to-purchase relationship. Qualitative analysis reveals that cross-platform behavior is a deliberate, internalized strategy among Gen Z—a platform arbitrage norm. These findings have substantial implications for S-commerce platform design, influencer marketing strategy, and e-marketplace positioning in emerging economies.

The emergence of deep learning (DL) and augmented reality (AR) have revolutionized the landscape of communication and media industries. A detailed connection between AR-based object tracking and digital communication together with user experience remains absent throughout academic research. The research aims to fill this literature gap by performing a systematic literature review (SLR) that studies the confluence of AR object-tracking systems and communication technologies. The main purpose focuses on evaluating how AR elevates user connection alongside perceptual abilities and media interface experiences in light of emerging trends and tracking roadmaps in AR-based applications. The review design incorporates structured SLR methodology which selects studies from main databases through precise search terms. The review performed thematic analysis to extract major themes from previous study findings and gaps. AR object tracking proved to be a major digital communication advancement that improves user interactions on social networks and marketing channels together with brand promo activities. Changes in self-perception together with identity transformation emerge as major psychological results from AR interactions. The study shows why AR technology is crucial for creating immersive responses through interactive communication which will shape future developments of AR solutions in digital media platforms along with marketing and communication strategies.

Purpose This study aims to examine how different types of scarcity influence consumers’ purchase intentions by activating their authenticity schema. It further investigates the interaction effect between scarcity type (natural scarcity vs. constructed scarcity) and product type (hedonic vs. utilitarian). Design/methodology/approach Grounded in schema theory, this study tests the research hypotheses through two online scenario-based experiments. The experiments manipulate scarcity type (natural scarcity vs. constructed scarcity) and product type (hedonic vs. utilitarian), and measure consumers’ perceived authenticity and purchase intention. Findings The results show that, compared with natural scarcity, constructed scarcity significantly enhances consumers’ perceived authenticity and purchase intention. Furthermore, when firms employ natural scarcity appeals, consumers show a stronger preference for utilitarian products, whereas constructed scarcity appeals lead to a stronger preference for hedonic products. Practical implications In implementing scarcity-based marketing strategies, firms may benefit from emphasizing natural scarcity cues rather than relying solely on constructed scarcity. Specifically, highlighting natural scarcity appears to be more effective for utilitarian products, whereas deliberately constructing scarcity may be more effective for hedonic products. Originality/value By identifying authenticity as a key underlying mechanism linking scarcity to consumer responses, this study extends the theoretical scope of scarcity research and highlights the moderating role of product type. These findings provide offers new insights into how firms can more effectively leverage scarcity cues to enhance interactive marketing performance.

Purpose Cruise tourism live streaming has become an integral part of cruise companies’ marketing strategies; however, the mechanism that links cruise tourism live streaming interaction and consumer purchase intention remains underexplored. Therefore, this study aims to examine the impact of cruise tourism live streaming interaction on consumer purchase intention as well as the mediating roles of perceived trust and perceived value within the Stimulus–Organism–Response (SOR) model. Design/methodology/approach A survey was conducted to test the research model, and data from 456 respondents were analyzed using SPSS 27.0 and AMOS 28.0. Findings The results show that cruise tourism live streaming interaction (content interaction, form interaction and interpersonal network interaction) significantly affects consumer purchase intention, and perceived trust and perceived value mediate this relationship. The findings further support the applicability of the SOR model in the context of cruise live streaming. Practical implications This study offers actionable guidance for cruise operators to optimize their live streaming strategies. By enhancing content quality, interaction efficiency and community building, companies can effectively foster viewer trust, amplify the perceived value of cruise products and, ultimately, stimulate cruise booking conversions. Originality/value This study enriches the literature on tourism live streaming by conceptualizing cruise tourism live streaming interaction across three dimensions: content interaction, form interaction and interpersonal network interaction. In contrast to previous research, this study applies the SOR model to cruise tourism live streaming, demonstrating how interaction stimulates purchase intention through the chain mediators of perceived trust and perceived value. Additionally, this study provides practical insights for cruise corporations on optimizing live streaming interaction within their marketing strategies to drive cruise bookings.

The article explores the theoretical and practical aspects of forming and implementing marketing strategies for enterprises in the food industry under conditions of a dynamic and competitive market environment. Particular attention is given to marketing as a strategic management tool that ensures sustainable competitive advantages and long-term business development. The study defines marketing strategy as a system of coordinated managerial decisions aimed at effective use of resources and adaptation to external changes. Key factors influencing enterprise competitiveness are analyzed, including economic performance, management efficiency, innovation potential, and marketing capabilities. The research highlights the specific features of the food industry, such as short product life cycles, high quality and safety requirements, consumer sensitivity to price and composition, and dependence on logistics and distribution systems. These characteristics necessitate a flexible and adaptive marketing approach. The importance of comprehensive consumer analysis is emphasized, including behavioral and psychological aspects, which form the basis for effective segmentation and positioning. The article also examines the role of product policy, pricing, distribution channels, and marketing communications in creating customer value and strengthening market positions. Special attention is paid to digital technologies, such as CRM systems, data analytics, and e-commerce, which enhance decision-making and improve customer interaction. In addition, the study identifies key marketing tools specific to the food industry, including category management, trade marketing, packaging, and reputation management. Their integrated use contributes to increasing sales efficiency, optimizing costs, and reducing risks. The article concludes that marketing strategy in the food industry is a comprehensive mechanism for managing competitiveness, ensuring business stability, and achieving sustainable development in a changing market environment.

Abstract - This study investigates the key factors influencing purchase intention among retail consumers. The independent variables examined are price perception, product quality, brand awareness, promotion, and after-sales services. Customer satisfaction and brand trust serve as mediating variables in the relationship between these antecedents and purchase intention (dependent variable). Data were collected from 316 retail consumers. Since the data did not conform to a normal distribution, non-parametric statistical techniques were employed, including Spearman's rank correlation, Chi-square test, Mann-Whitney U test, and Kruskal-Wallis test. The findings reveal that the independent variables significantly influence purchase intention, both directly and indirectly through the mediating variables. The results offer valuable insights for retail marketers and brand strategists in developing effective marketing strategies to enhance consumer purchase behaviour. Key Words: Purchase Behaviour, Marketing Strategies, Retail Consumer, Customer Satisfaction, Brand Awareness

In the digital era, online attention has become a key indicator of tourism competitiveness and destination visibility. This study proposes a two-dimensional framework to evaluate the competitive state of online attention by combining its current magnitude and growth dynamics. Using Baidu Index data, the study applies the Boston Consulting Group (BCG) matrix and the coefficient of variation to analyze online attention patterns of Beijing’s 5A–level tourist attractions from 2011 to 2025. The results show clear polarization in online attention. A small number of iconic attractions consistently dominate digital visibility, while many other sites exhibit unstable and uneven attention trajectories. These patterns reflect the cumulative effects of consumer behavior, information-seeking preferences, and algorithmically mediated content environments, which reinforce attention concentration and competitive inequality over time. External shocks, particularly the COVID–19 pandemic, caused sharp declines in online attention in 2020, followed by an uneven recovery in subsequent years, highlighting the volatility of digital attention systems. The study also demonstrates the managerial value of the proposed framework. By classifying attractions according to attention levels and growth potential, the framework supports differentiated marketing and demand–redistribution strategies. For instance, increasing the visibility of high-potential but under-visited attractions can help redirect visitors away from overcrowded “Star/GC” sites and encourage more balanced spatial and temporal visitation. Overall, this study proposes a quantitative and replicable framework that integrates digital attention dynamics, algorithmic filtering, and consumer behavior into destination competitiveness analysis. The framework supports evidence-based and sustainability-oriented destination management by informing adaptive marketing and demand management strategies that can help alleviate overtourism and balance visitor flows. However, the study relies on a single digital platform and lacks direct sustainability indicators. Future research should integrate multi-platform data and link online attention metrics to measurable environmental, social, and economic sustainability outcomes.

Purpose: This study clarifies the gap in research on the impact of social media marketing on marketing performance in the hospitality industry. This study advances the understanding of effective digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in the aesthetic healthcare sector and offers practical recommendations for optimizing social media for better marketing results. Methodology: This study surveyed MSMEs in the aesthetic health services sector in Central Java. With a population of 288, a 5% margin of error required a minimum sample size of 155 respondents. Data were analyzed using the Validating a New Construct Test and Structural Equation Modeling (SEM). Results: This study explains the variations in previous research by identifying the mediating and moderating variables. Social media use, supported by digital customer-centric intimacy, improves the effectiveness of marketing. Conclusions: This study addresses the research gap by showing that differences in earlier findings can be explained by the mediating and moderating variables. These results offer a model that integrates previous research by including digital customer-centric intimacy capability as a mediating variable. Limitations: The rapidly changing digital landscape and evolving consumer behavior limit the generalizability of these findings to the present context. Future shifts in social media trends or consumption patterns may yield different results in the future. Contributions: This study extends dynamic capability theory by demonstrating that digital interactions generate new capabilities when organizations use social media to identify consumer needs, make informed decisions, and refine strategies.

The increase in imported halal food consumption in Indonesia requires a more comprehensive understanding of the factors that influence consumer behavior in the economic and business contexts, especially repurchase intention. In the midst of increasing Muslim consumer awareness of the halal aspects of products, trust and halal certification are strategic determinants in building the sustainability of the relationship between consumers and products. This study aims to analyze the influence of trust and halal certification on the behavior of repurchase intentions on imported halal food in Indonesia, both partially and simultaneously. This study uses a quantitative approach with an explanatory research design. Data was collected through the distribution of questionnaires to 140 consumers of imported halal food in Indonesia who were selected using a non-probability sampling technique using the snowball sampling method. Data analysis was carried out using multiple linear regression supported by validity tests, reliability tests, and classical assumption tests. The results showed that halal certification and trust had a positive and significant effect on repurchase intention, both individually and simultaneously, with the model's ability to explain the variation in repurchase intention of 75.4%. These findings confirm that halal certification guarantees and consumer trust levels have an important role in encouraging the sustainability of imported halal food purchases. This research provides a theoretical contribution to the development of halal consumer behavior studies as well as practical contributions for business actors and policymakers in designing marketing strategies oriented towards strengthening trust and certainty of halal products.

Purpose In an emerging and competitive sport and leisure marketplace, esports face the challenge of building strong connections with their fanbase. To effectively engage with esports audiences, marketers must understand the psychological characteristics that influence consumer behavior. This study aims to investigate the relationship between the need for uniqueness (NFU) and evangelism behaviors (eFANgelism) among esports consumers, with a particular focus on how varying levels of fan involvement moderate this relationship. Design/methodology/approach A quantitative research design was employed using purposive sampling to collect data from 391 validated esports spectators. The study applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct relationship between NFU and eFANgelism. Additionally, the moderating effects of fan involvement and esports viewing habits were assessed through the Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). Findings The results reveal a significant positive relationship between NFU and eFANgelism. Moreover, the findings confirm that the level of consumer involvement moderates this relationship, suggesting that different fan segments exhibit varying degrees of eFANgelism based on their NFU. Watching esports content also emerged as a significant moderating factor, further highlighting the complexity of fan engagement in this digital sport domain. Originality/value This study is one of the few to explore the intersection of NFU and eFANgelism within the context of esports. By identifying the moderating role of fan involvement and viewing behavior, the research provides valuable insights for segmenting the esports market and developing targeted marketing strategies. The findings contribute to a deeper understanding of esports consumer psychology and offer guidance for future research on emerging determinants of NFU in the esports industry.