Product Mix Research Articles

Parental Reconstruction from a Half-Sib Population of Stoneless Jujube Ziziphus jujuba Mill. Based on Individual Specific SNP Markers Using Multiplex PCR

The selection of unique and individual-specific SNPs is important as compared with universal SNPs for individual identification. Therefore, the main significance of this research is the selection of specific SNPs in male parent and the identification of offspring with these specific SNPs in their genome by multiplex PCR, which is utilized for genotyping of 332 half-sib plants of Ziziphus jujuba.This cost-effective method makes as much as possible to utilize the same amount of each pair of various targeted loci primers. After PCR amplification of targeted genome parts, the mixed products can be directly used in a next-generation sequencing platform. We concomitantly amplified 10 unique SNP loci at 10 different chromosomes of male JingZao 39 plants in 332 half-sib plants and sequenced them on the Illumina Novaseq 6000 platform. Analysis of SNP genotyping accuracy of 332 half-sib plants showed that all 10 unique SNPs in all 332 plants were correctly amplified in this multiplex PCR method. Furthermore, based on Mendelian inheritance, we identified 124 full-sib plants that have 10 unique SNPs in their genomes. These results were further confirmed by whole genome resequencing of 82 randomly selected half-sib plants, and the identity-by-descent values of all full-sib plants were between 0.4399 to 0.5652. This study displayed a cost-effective multiplex PCR method and proper identification of pollen parent through specific SNPs in half-sib progenies and firstly obtained a full-sib population between ‘Wuhezao’ and ‘JingZao 39’, segregating for stone and stoneless fruit.

Aerial litter mimicry: A novel form of floral deception mediated by a monoterpene synthase

Abstract Floral mimics deceive their pollinators by developing visual and olfactory resemblance to various models. We report a flower that exhibits phenotypes like aerial litter and deceives an aerial litter specialist beetle to achieve pollination. We assessed the floral phenology and the effective pollinators of an Australian understorey treelet, Meiogyne heteropetala (Annonaceae). The similarities of morphology, colour and odour between the flowers and co‐occurring aerial litter were investigated. The terpene synthase involved in floral scent emission was identified by expression patterns and product profile. The behavioural responses of the pollinator to various odours were assessed using bioassays. The erotylid beetle Loberus sharpi is the most likely effective pollinator because it was the only pollen‐laden visitor during the pistillate phase. Loberus sharpi was exclusively found in aerial litter and M. heteropetala flowers. The flowers offer an honest shelter reward. The beetle also oviposits there, but most larvae eventually perished as the petals dropped onto the forest floor. The morphology and spectral reflectance of the flowers overlap with aerial litter. The floral scent was dominated by monoterpenes, especially 1,8‐cineole. The cineole synthase MhCINS was the only highly expressed floral terpene synthase and possessed a highly similar product profile to the floral scent composition. The volatile composition of M. heteropetala flowers is distinct from other congeners and highly similar to aerial litter, indicating advergence to aerial litter. Visual and odour resemblance, coupled with low larval survivorship, provides evidence that the beetles were deceived into pollinating the flowers. Behavioural experiments showed that the pollinator was attracted to both aerial litter and M. heteropetala flowers. The beetles were also attracted to 1,8‐cineole and synthetic mixes of floral odour and MhCINS products. The beetles were unable to distinguish floral scent from MhCINS products nor from 1,8‐cineole, suggesting MhCINS alone sufficed to attract the pollinator olfactorily. The beetles, however, preferred aerial litter over flowers. The beetles likely categorised the flower as a general, but not the most preferred, brood substrate. Synthesis. This study reports the first case of floral mimicry of aerial litter and characterises the biochemical process responsible for olfactory mimicry.

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

Assessing the Carbon Intensity of e-fuels Production in European Countries: A Temporal Analysis

The transport sector heavily relies on the use of fossil fuels, which are causing major environmental concerns. Solutions relying on the direct or indirect use of electricity through e-fuel production are emerging to power the transport sector. To ensure environmental benefits are achieved over this transition, an accurate estimation of the impact of the use of electricity is needed. This requires a high temporal resolution to capture the high variability of electricity. This paper presents a previously unseen temporal analysis of the carbon intensity of e-fuels using grid electricity in countries that are members of the European Network of Transmission System Operators (ENTSO-E). It also provides an estimation of the potential load factor for producing low-carbon e-fuels according to the European Union legislative framework. This was achieved by building on top of the existing EcoDynElec tool to develop EcoDynElec_xr, a python tool enabling—with an hourly time resolution—the calculation, visualisation, and analysis of the historical time-series of electricity mixing from the ENTSO-E. The results highlight that, in 2023, very few European countries were reaching low carbon intensity for electricity that enables the use of grid electricity for the production of green electrolytic hydrogen. The methodological assumptions consider the consumption of the electricity mix instead of the production mix, and the considered time step is of paramount importance and drastically impacts the potential load factor of green hydrogen production. The developed tools are released under an open-source license to ensure transparency, result reproducibility, and reuse regarding newer data for other territories or for other purposes.

Hybrid Simulation Model of Lifecycle Simulation and Replacement Simulation Considering Carbon Lock-In by Coal-Fired Power Plants

To meet the temperature goal set by the Paris Agreement, cumulative CO2 emissions must be kept below 300 GtCO2. Road transportation accounted for approximately 18% of the CO2 emissions from fuel combustion in 2017. Electric vehicles (EVs) have been rapidly adopted by environmentally conscious consumers in many countries to reduce CO2 emissions. EVs have lower emission intensities than do internal combustion engine vehicles (ICEVs) in most parts of the world, except where the penetration of renewable energy is low in the energy production mix. In such places, the CO2 emissions of EVs are larger than those of ICEVs. Despite the obvious need to increase renewable energy sources to reduce CO2 emissions, Japan and many other countries around the world have yet to shift away from fossil fuels. This is due in part to carbon lock-in, which refers to prior decisions related to technologies and infrastructure that constrain the implementation of better paths toward low-carbon technologies. Coal-fired power plants are the most problematic in terms of carbon lock-in because of their high carbon intensities and long physical lives. In addition, because carbon lock-in by coal-fired power plants has a significant impact on the embodied CO2 intensity of grid power, it impacts society through products that use electric power. In this study, we propose a hybrid simulation model of lifecycle simulation and replacement simulation, considering carbon lock-in by coal-fired power plants. In the replacement simulation, we simulated the replacement of end-of-life coal- and oil-fired power plants with renewable energy power plants using a probability called the lock-in rate and estimated the changes in the embodied CO2 intensity of grid power in Japan. In the lifecycle simulation, we evaluated cumulative CO2 emissions from entire product lifecycles of ICEVs and EVs based on three different EV diffusion scenarios. The results showed that the lock-in rate of coal-fired power plants strongly affects the decarbonization effect due to the market diffusion of EVs.

Pengaruh Strategi Marketing Mix Terhadap Keputusan Pembelian pada Alyasini Mart Rembang

In keeping up with the development of the lifestyle of the surrounding residents. As well as business strategy movements such as minimarkets such as Indomart and Alfamart that are familiar everywhere, performance efforts to retain Alyasini Mart minimarket consumers are very important in order to plan the overall marketing communication program process or marketing mix. This study aims to explain the influence of marketing mix strategy on purchasing decisions at Alyasini Mart Rembang, and among the variables are products, prices, promotions, locations. To measure the above influence, the researcher used a quantitative approach with a sample survey type, this study was 100 respondents who were consumers of Alyasini Mart. The data analysis used is analysis with multiple regression analysis, validity test of classical assumption test, hypothesis test (T and F test) with the help of spss, the results of this study show that product variables partially have a positive and significant effect on purchase decisions. Price partially has a positive and significant impact on purchase decisions. Promotions partially have a positive and significant impact on purchase decisions. Places partially have a positive and significant influence impact on purchase decisions. Marketing Mix (Product, Price, Promotion, Place) simultaneously has a positive and significant influence on purchasing decisions at Alyasini Mart Rembang.

Environmental regulation and firms' product mix: The role of firms' product-specific capabilities

Understanding how firms respond to environmental regulation through product-mix decisions is critical to assessing the broader impact of such policies. This paper contributes to the literature by incorporating intra-firm dynamics and examining how these interact with firms’ capabilities to adjust their product scope and mix in response to environmental regulations, which are influenced by the costs of these adjustments. The empirical evidence suggests that targeted firms reallocated resources away from pollution-intensive products, indicating the policy’s effectiveness. Moreover, the relationship between environmental regulations and firms’ product-mix decisions is contingent on their ability to adapt their portfolios. Lastly, firms with different ownership structures display varying capacities to develop and sustain particular products.

Mechanism and experimental study on the recovery of rare earth elements from neodymium iron boron waste by NaBF4 fluorination method

Pyrometallurgical recovery of rare-earth elements from NdFeB wastes is affected by the quality of the raw materials, and mixed rare-earth products add little value. Therefore, this study investigates NaBF4 fluoride roasting for the recovery of rare-earth elements and its underlying mechanisms. Reasonable roasting temperatures were determined based on thermodynamic calculations, and single-factor experiments were conducted. When roasted at 600 °C for 30 min with 65 % NaBF4, the fluorination rate of rare-earth elements reached 95.83 %. The composition of the clinker mesophase after roasting under different conditions was analyzed. At high temperatures, oxygen heteroatoms entered the crystal lattice of the rare-earth fluorides, which were subsequently removed during acid leaching, thereby reducing the recovery rate. A three-factor, three-level Box–Behnken test was conducted using the response surface methodology to analyze the effects of various factors and their interactions on the fluorination rate. Thus, an experimental basis for the recovery of rare-earth elements from NdFeB by fluoridation roasting was established. The roasting temperature had the greatest effect on the fluorination rate, followed by the roasting time and amount of NaBF4. The model predicted an optimal fluorination rate of 98.63 % when the material was roasted at 573 °C for 25 min with 59 % NaBF4. The clinker was acid-leached under optimal conditions (2.5 h at 80 °C with 9 M HCl and a liquid–solid ratio of 4 mL/g), and the fluorination rate reached 99.39 %. These results provide theoretical and experimental support for the application of pyrometallurgy in the recovery of rare-earth elements from NdFeB wastes.

Ultra‐Narrow Alkane Product Distribution in Polyethylene Waste Hydrocracking by Zeolite Micro‐Mesopore Diffusion Optimization

AbstractPlastic pollution poses a pressing environmental challenge in modern society. Chemical catalytic conversion has emerged as a promising solution for upgrading waste plastics into valuable liquid alkanes and other high value products. However, the current methods yield mixed products with a wide carbon distribution. To address this challenge, we present a bifunctional catalytic system consisting of β zeolite mixed hierarchical Pt@Hie‐TS‐1, designed for the conversion of low‐density polyethylene (LDPE) into liquid alkanes. This system achieves a 94.0 % yield of liquid alkane, with 84.8 % of C5−C7 light alkanes. Combined with in situ FTIR and molecular dynamics simulation, the shape‐selective mechanisms is elucidated, which ensures that only olefins of the appropriate size can diffuse to the encapsulated Pt sites within the zeolite for hydrogenation, resulting in an ultra‐narrow product distribution. Furthermore, by optimizing the micro‐mesopores of Pt@Hie‐TS‐1, the scaling relationship between the pore structure and the conversion/selectivity is identified. The rapid diffusion of olefins within these micro‐mesopores significantly enhances the catalytic efficiency. Our findings contribute to the design of efficient catalysts for plastic waste valorization.

Developing Excel VBA Functions for the Mathematical Modeling of Three-Dimensional Vectors

The current computer support for operations involving three-dimensional vectors is insufficient, even in widely used programs like Excel. These programs lack customised features specifically designed for vector operations. However, this limitation can be overcome by using the options provided by Visual Basic for Applications. By creating user functions, we can effectively calculate various results related to the mathematical application of vectors. These functions include determining the magnitude and absolute value of a vector, calculating the angle between two vectors or the cosine of that angle, finding the scalar product and vector product of two vectors, and evaluating the mixed product of three vectors. By incorporating these custom functions into the spreadsheet program, users can easily perform mathematical calculations pertaining to three-dimensional vectors.

Typology of Mixed Sheep and Goat Production System in the Regional Unit of Larissa, Greece

The study was carried out using a structured questionnaire in 162 sheep and goat farms of mixed production system in the Regional Unit of Larissa during February 2020 - February 2021. The Hierarchical Cluster Analysis application has shown three basic production systems. Cluster 1 consists of medium size holdings (233.02 livestock units), which earn additional income from other activities. Cluster 2 consists of rather large size farms (1,825.66 livestock units) with a net profit per female 2.61 euros. This type of farms breed livestock based on the semi-intensive and intensive production system, have large rented areas for the cultivation of feed, while the contribution of subsidies is especially high to the shaping of their gross income. The largest percentage (59.88%) of the holdings falls under the third cluster. These are specialized types of livestock farming, which present the largest net profit per livestock animal. 4% of this type of holdings breeds animals based on the semi-nomadic system while 100% uses common pastures as feed source.

Cross-sectional study of factors related to declining participation in community gathering places providing communal meals: A social marketing framework

Objectives While Community gathering places known as "kayoi-no-ba" providing communal meals play a crucial role in promoting the health of older adults, the researches supporting their operations and maintenance is limited. Social marketing has been successful in implementing strategic public health programs. This study aimed to identify factors associated with declining participation in kayoi-no-ba providing communal meals using a social marketing framework based on the 4Ps marketing mix (product, promotion, place, and price).Methods In November 2019, this cross-sectional study surveyed kayoi-no-ba providing communal meals nationwide via a mail. A total of 580 kayoi-no-ba organizers with complete data participated. Changes in the number of participants were assessed using a questionnaire in order to determine the decrease since their establishment. Survey items were organized based on the 4Ps marketing mix framework and treated as independent variables. Multivariate Poisson regression analysis was conducted with participant decrease as the dependent variable, and prevalence ratios (PR) were calculated. The opening period and the number of participants at the time of the survey were included as covariates.Results A total of 154 kayoi-no-ba experienced the decline in participants (26.6%). Multivariate analysis revealed the following. For product variables, a high frequency of monthly events was significantly associated with a lower PR for participant decrease (0.92). Among promotion variables, kayoi-no-ba with a registration system had a significantly higher PR for participant decrease (1.49). For place variables, a higher population density in the region was significantly associated with a lower PR (0.90), whereas a higher ratio of the population aged 65 years and older was significantly associated with a higher PR (1.05). The price variables did not show a significant association with the decrease in participants.Conclusions Except price, the other three marketing 4Ps were significantly associated with decreases in participants at kayoi-no-ba providing communal meals. Future efforts should focus on developing and evaluating kayoi-no-ba strategies to ensure sustained participant engagement and promote the health of older adults through communal meals.

Shift of bacterial and fungal communities upon soil amelioration is driven by carbon degradability of organic amendments

The structural response of bacterial and fungal soil communities to four carbon-rich organic amendments of increasing recalcitrance was investigated. Wheat straw, green compost, a mixed product based on biogas residues, and a fermented biochar were applied to a sandy agricultural soil of low organic carbon content. After laboratory incubation for 6 months, the community structure was investigated via DNA sequencing. All amendments caused changes in the communities of bacteria and fungi, but to different extents, with the communities exposed to more recalcitrant amendments showing the least variation compared to the non-amended soil. Changes in species composition as well as their relative abundances were observed. While the straw had a pronounced effect on bacteria (e.g., the highest number of indicator species), effects of the composted, fermented, or pyrolyzed materials were minor. Hierarchical clustering showed that the fungal communities were more different from each other than the bacterial ones with the straw-soil being most different and the biochar-soil least different from the non-amended soil. While the abundant fungal species in biochar-soil and non-amended soil were very alike, especially rare fungal species shifted upon addition of biochar. An indicator species analysis identified specific taxonomic groups which were triggered by the different organic materials. We conclude that bacterial and fungal communities strongly change upon input of degradable carbon (straw), while fungi in particular respond to the application of processed organic materials. With this study, we report the consequences of applying organic materials for the microbial community in one soil. We provide these data for meta-analyses that are required to unravel all relevant interactions across different soils, organic materials, and time. This will allow to better understand and predict the effects of organic soil amelioration measures on soil microorganisms.

Revolutionizing Textile Manufacturing: Sustainable and Profitable Production by Integrating Industry 4.0, Activity-Based Costing, and the Theory of Constraints

The textile industry, a cornerstone of daily life and a highly globalized sector, faces significant environmental challenges due to its high water and energy consumption and extensive chemical usage. This study proposes a comprehensive green production planning and control model integrating Industry 4.0 concepts, activity-based costing (ABC), and the theory of constraints (TOC). The model utilizes mathematical programming to optimize product mix, maximize profitability, and minimize environmental impact. It leverages real-time sensing technologies and ERP systems to facilitate waste recovery, reduce carbon emissions, and achieve energy savings. Various carbon emission cost models, including continuous and discontinuous tax functions, are explored to balance corporate profitability with environmental sustainability. The findings demonstrate the model’s potential in optimizing resource utilization, reducing the environmental footprint, and enhancing profitability.

Assessing the integration of agroecological principles in smallholder farming systems in North African irrigated plains

ABSTRACT This study assesses the extent to which growers integrate the 13 principles of agroecology within their farm activities. This is a first step that helps to determine the changes required in different farm components to foster the adoption of agroecology. We used the holistic Farm-Level Agroecology Criteria Tool (F-ACT) to assess the alignment with agroecological principles of 31 farms representative of smallholder irrigated family farms in the Merguellil Plain region of central Tunisia. Although various agroecological practices were implemented, the results revealed little integration of agroecological principles at the farm level, estimated at 34% of the full transition. In a difficult production resource access context, recycling and reducing inputs were the principles mostly applied, with the goal of improving resource use efficiency and farm system resilience. More specialized and market-oriented farms tended to rely on conventional practices, while diversified farms, often cultivating their own land, exhibited more sustainable practices. Although producers’ dominant rationale was to improve their market access, thereby often resorting to more conventional practices, we nevertheless noted interesting practices such as mixed crop and livestock production, which could facilitate the transition to more agroecological systems in these lowlands where production factors are scarce.

Potential Impacts of Diversification of Food Retail Working Hours on Consumer Behaviour and the Benefits for Local Producers in Latvia

The capability of large food retail chains to respond quickly to changes in consumer behaviour and their dominant market position affects all food market players and often conflicts with the interests of national food producers, which can reduce the presence of locally sourced products in the food product mix in the country. Accordingly, the present research aims to identify the impacts of the diversification of opening hours of food supermarkets on consumer shopping habits and the implications for creating an advantage for small and medium agri-food producers in selling their products. The research applied a quantitative approach to identify the main trends in society (n = 2738), with a survey including 31 variables to quantify consumer behaviour, values, and opinions and seven socio-demographic variables. If a decision was made in Latvia to close grocery shops on Sundays or reduce their opening hours on weekends, 85% of consumers indicated that they would be unlikely to change their usual shopping location and would plan to shop at a supermarket on other days. The choice between farmers’ markets and local food shops on Sundays would be made by 45% of consumers, with more than half (53%) of them shopping at local food shops at least a few times a month. The research uniquely investigated the impact of reducing supermarket opening hours on the competitive advantage of small and medium-sized agri-food producers. The findings revealed that reducing supermarket opening hours does not confer a competitive advantage to the producers or significantly shift consumer preferences towards their products.

Viral Diversity in Mixed Tree Fruit Production Systems Determined through Bee-Mediated Pollen Collection

Commercially cultivated Prunus species are commonly grown in adjacent or mixed orchards and can be infected with unique or commonly shared viruses. Apple (Malus domestica), another member of the Rosacea and distantly related to Prunus, can share the same growing regions and common pathogens. Pollen can be a major route for virus transmission, and analysis of the pollen virome in tree fruit orchards can provide insights into these virus pathogen complexes from mixed production sites. Commercial honey bee (Apis mellifera) pollination is essential for improved fruit sets and yields in tree fruit production systems. To better understand the pollen-associated virome in tree fruits, metagenomics-based detection of plant viruses was employed on bee and pollen samples collected at four time points during the peak bloom period of apricot, cherry, peach, and apple trees at one orchard site. Twenty-one unique viruses were detected in samples collected during tree fruit blooms, including prune dwarf virus (PDV) and prunus necrotic ringspot virus (PNRSV) (Genus Ilarvirus, family Bromoviridae), Secoviridae family members tomato necrotic ringspot virus (genus Nepovirus), tobacco necrotic ringspot virus (genus Nepovirus), prunus virus F (genus Fabavirus), and Betaflexiviridae family member cherry virus A (CVA; genus Capillovirus). Viruses were also identified in composite leaf and flower samples to compare the pollen virome with the virome associated with vegetative tissues. At all four time points, a greater diversity of viruses was detected in the bee and pollen samples. Finally, the nucleotide sequence diversity of the coat protein regions of CVA, PDV, and PNRSV was profiled from this site, demonstrating a wide range of sequence diversity in pollen samples from this site. These results demonstrate the benefits of area-wide monitoring through bee pollination activities and provide new insights into the diversity of viruses in tree fruit pollination ecosystems.

Socio-Economic Characteristics of Producers and Economic Size Classes of Enterprises According To Typologies and Risk Attitudes in TR21 Region

The aim of this study was to determine the typologies of agricultural enterprises operating in the TR21 Region according to the Farm Accounting Data Network methodology and the risk attitudes of the producers. According to the typologies and risk attitudes of the enterprises, the socio-economic characteristics of the producers and the economic size classes of the enterprises were determined. As a result of sampling based on a 95% confidence interval and a 10% margin of error, the number of enterprises surveyed was determined as 334. While 63.77% of the enterprises were specialized in field crops, 25.45% engaged in mixed livestock and plant production. Additionally, 7.49% were specialized in pasture livestock and 3.29% were in the perennial plant farming group. In the enterprises examined, 55.09% of the producers were classified as risk-averse and 44.91% as risk-lover. Of the average land holdings, 71.25% was property and 28.75% was rented land. It was noteworthy that the land rental rate in risk-lover enterprises was higher than in risk-averse enterprises. It was concluded that risk-lover enterprises had higher production value in both plant production and animal production, and risk-averse enterprises were engaged with product and animal diversity as they avoided taking risks. On average, in risk-lover enterprises, 53.64% of the operating expenses were vegetative special expenses and 46.36% were animal special expenses. In risk-averse enterprises, the share of vegetative special expenses in total expenses was 47.15%, and the share of animal special expenses was 52.85%. Compared to the average of enterprises and all enterprise typologies, standard gross profit was found to be higher in risk-lover enterprises. In enterprise typology groups, the average ESU values of the enterprises varied between 10.88 and 33.80 ESU. According to enterprise typologies, risk-averse agricultural enterprises in specialized field crop farming and perennial plant farming were in the below-medium enterprise class, while other enterprise groups were in the above-medium enterprise class.

Spatiotemporal analysis of rainfall and temperature variability and trends for a mixed crop-livestock production system: its implications for developing adaptation strategies

Spatiotemporal analysis of rainfall and temperature variability and trends for a mixed crop-livestock production system: its implications for developing adaptation strategies

Technology innovation to improve SMEs sustainability

Purpose This study aims to analyze the determinants of small and medium enterprise (SME) sustainability through online marketing technology innovation. Design/methodology/approach The study was conducted through a survey in Siak Regency and Dumai City, Riau Province, Indonesia. The study population is small entrepreneurs doing online marketing. The determination of this survey area is by considering: the use of online marketing technology in this area is relatively more developed than other regions; Siak Regency and Dumai City are very prospective to be used as small business development areas based on online marketing; and the sample was determined by purposive random sampling with the criteria of small entrepreneurs who have tried to do online marketing for at least six months. Based on these criteria, there are 301 small entrepreneurs who conduct online marketing as a sample. Findings The sustainability of SMEs is directly and indirectly influenced by government support, human resource quality, innovation costs, economic conditions and business partners through online marketing technology innovations. Online marketing strategy through targeting, segmentation and positioning marketing strategies. Implementation of online marketing technology innovation models: increased government support; improvement of human resources; provision of innovation cost allocation; government policies in maintaining economic stability; and increase in business partners. Research limitations/implications Limited access to data can limit the interpretation of correlations between the variables studied. This limitation is because the available data is limited to certain periods and certain geographical regions. In addition, research time constraints limit the ability to conduct more in-depth interviews and obtain additional data relevant to the topic being studied. Practical implications Practical implications: 1) Targeting marketing strategy is a staged strategy to select a target market. The target market for SME products is intermediary consumers (agents) and end consumers; 2) Segmenting marketing strategy is a stage strategy to determine market segments. The market segment of SME products is based on consumer characteristics, namely, the local market and markets outside the region. SME product market segments based on consumer response characteristics, namely, market segments based on product benefits and consumer loyalty; 3) Positioning marketing strategy is a strategy for the development stage of each product detail placement and the development of a 4P mix strategy, namely, product, price, place and promotion. Social implications The implementation of this research policy is: increased government support in facilitating online marketing; increased human resources in online marketing; provision of cost allocation of innovation in online marketing; government policy in maintaining economic stability; and increased business partners in online marketing. Model implementation requires mentoring and training through cooperation with business partners. Originality/value The sustainability of SMEs requires online marketing technology innovation. These findings can help provide an alternative solution to the weak resources of SMEs. With the discovery of the determining factor for the sustainability of SMEs, it can accelerate the SME digitalization program.