Abstract:Artificial intelligence is likely to have a significant impact on marketing strategies and customer behaviors in the years ahead. Research in this field has grown considerably, demonstrating AI's ability to simulate human…
n behavior and perform tasks intelligently. With growing interest among marketing researchers and practitioners, this research aims to provide an overview of the evolution of both marketing and AI research fields. This paper explores the emerging role of artificial intelligence in personalized engagement marketing, which focuses on creating, communicating, and delivering customized offerings to customers. Utilizing the Systematic Literature Review technique, we examined over 300 academic articles to uncover prevalent themes and gain a deeper understanding of current AI utilization in marketing. We then propose a plan for future research that examines potential changes in marketing strategies and customer behaviors while emphasizing critical policy considerations related to privacy, bias, and ethics. The implications for marketing managers are discussed along with predictions about how AI will impact branding and customer management practices going forward. Our research highlighted several benefits of integrating AI into marketing such as improved customer interactions, increased revenue, reduced expenses, and enhanced overall efficiency. However, this research also pointed out areas requiring further investigation including challenges posed by AI integration like shortage of skilled personnel and data privacy concerns.
Abstract:Pengembangan ekonomi kreatif berbasis potensi lokal merupakan salah satu strategi pemberdayaan masyarakat yang mampu menciptakan peluang usaha dan meningkatkan kesejahteraan keluarga. Di Desa Bakaran Batu, sebagian besar…
ibu rumah tangga memiliki waktu luang dan potensi untuk mengembangkan usaha rumahan, namun masih menghadapi keterbatasan pengetahuan dan keterampilan dalam mengolah produk pangan yang bernilai ekonomi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan keterampilan, kreativitas, dan jiwa kewirausahaan ibu rumah tangga melalui pelatihan pembuatan roti sebagai salah satu bentuk pengembangan ekonomi kreatif berbasis potensi lokal. Metode pelaksanaan kegiatan menggunakan pendekatan partisipatif yang meliputi tahap observasi, identifikasi kebutuhan mitra, penyuluhan, demonstrasi, praktik langsung, pendampingan, serta evaluasi melalui pre-test dan post-test. Materi pelatihan mencakup teknik pembuatan roti, pemilihan bahan baku, pengemasan produk, penentuan harga jual, penyusunan merek (branding), serta strategi pemasaran digital menggunakan media sosial. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan dan keterampilan peserta dalam memproduksi roti yang berkualitas, mengemas produk secara menarik, serta memasarkan produk melalui platform digital. Selain itu, pelatihan berhasil meningkatkan motivasi peserta untuk memulai dan mengembangkan usaha rumahan sebagai sumber pendapatan tambahan keluarga. Program ini diharapkan dapat mendorong tumbuhnya usaha mikro berbasis potensi lokal, meningkatkan nilai tambah produk olahan pangan, memperluas peluang pasar, serta mendukung terwujudnya kemandirian ekonomi masyarakat Desa Bakaran Batu secara berkelanjutan.
Abstract:Program internship ini bertujuan untuk menganalisis dan mengimplementasikan strategi digital marketing melalui content creation, graphic design, video marketing, dan penulisan artikel berbasis Search Engine Optimization…
(SEO) dalam meningkatkan brand awareness di PT Mitra Teknindo Sejati dan Agency Publishjurnalofficial. Kegiatan internship dilaksanakan selama tiga bulan di PT Mitra Teknindo Sejati dan dilanjutkan secara hybrid di Publishjurnalofficial dengan posisi sebagai Digital Marketing Intern. Metode pelaksanaan internship dilakukan melalui keterlibatan langsung dalam pembuatan konten media sosial, desain grafis untuk kebutuhan branding, produksi video promosi dan office life, serta penulisan artikel SEO berdasarkan riset kata kunci menggunakan tools digital marketing. Selain itu, penulis juga berpartisipasi dalam kegiatan operasional pendukung seperti meeting evaluasi, kunjungan warehouse, serta event pameran industri. Hasil dari kegiatan internship menunjukkan bahwa penerapan strategi digital marketing berbasis konten kreatif dan optimasi SEO mampu memberikan dampak positif terhadap peningkatan brand awareness perusahaan. Hal ini dibuktikan melalui terciptanya lebih dari 30 konten digital di PT Mitra Teknindo Sejati dan lebih dari 140 konten desain di Publishjurnalofficial, peningkatan followers media sosial, serta publikasi artikel SEO yang berhasil masuk halaman pertama Google Search Engine Results Page (SERP) dan Ringkasan AI Google. Selain memberikan kontribusi nyata bagi perusahaan, internship ini juga meningkatkan kompetensi hard skill dan soft skill penulis di bidang digital marketing. Dengan demikian, program internship ini menjadi sarana efektif dalam mengintegrasikan teori manajemen dengan praktik kerja nyata di dunia industri.
Abstract:Pasar desa memiliki peran penting dalam ekosistem ekonomi masyarakat, tetapi sering kali menghadapi permasalahan dalam visibilitas dan branding yang dapat mempengaruhi daya saingnya. Melalui pendekatan berbasis survei, desain,…
esain, pembuatan, serta pemasangan papan nama yang strategis, program ini memberikan solusi konkret dalam memperjelas identitas pasar dan meningkatkan aksesibilitasnya bagi masyarakat serta wisatawan. Hasil kegiatan menunjukkan bahwa papan nama yang lebih representatif mampu meningkatkan visibilitas pasar, menarik lebih banyak pengunjung, serta memperkuat branding pasar sebagai pusat perdagangan. Selain itu, keterlibatan aktif pedagang dan masyarakat setempat dalam proses pemasangan menunjukkan dukungan terhadap pengelolaan pasar yang lebih baik. Dengan demikian, program ini berkontribusi pada pertumbuhan ekonomi lokal dan mendorong keberlanjutan UMKM di pasar tradisional.
Abstract:Program Kuliah Kerja Nyata (KKN) Reguler Pemberdayaan Masyarakat Angkatan XLVIII UIN Palopo Tahun 2025 dengan tema “UMKM Syariah dan Produk Halal” dilaksanakan di Kota Palopo pada 07 Juli–20 Agustus 2025. Program ini berfokus…
ni berfokus pada peningkatan kapasitas pelaku UMKM melalui pendampingan sertifikasi halal, edukasi manajemen usaha berbasis syariah, serta pelatihan pemasaran digital. Permasalahan utama mitra ialah rendahnya pemahaman mengenai prinsip bisnis syariah, keterbatasan pengetahuan tentang prosedur sertifikasi halal, serta lemahnya strategi pemasaran dan branding produk. Pendekatan Asset-Based Community Development (ABCD) digunakan sebagai metode pemberdayaan dengan mengoptimalkan potensi aset lokal, seperti keterampilan produksi, jejaring komunitas, dan semangat wirausaha masyarakat. Kegiatan dilaksanakan melalui serangkaian tahapan meliputi pemetaan potensi dan masalah, penyuluhan, pendampingan administrasi sertifikasi halal, pelatihan literasi keuangan syariah, pengembangan produk, serta pelatihan pemasaran digital berbasis etika syariah. Hasil program menunjukkan peningkatan pemahaman pelaku UMKM terhadap pentingnya sertifikasi halal, perubahan perilaku usaha menjadi lebih profesional dan berstandar, serta peningkatan kepercayaan konsumen terhadap produk yang telah memenuhi prinsip halal. Selain itu, pendampingan ini mendorong perubahan sosial di masyarakat, terutama dalam bentuk tumbuhnya kesadaran kolektif mengenai pentingnya legalitas halal dan tata kelola usaha secara syariah. Dengan demikian, program KKN ini berkontribusi pada penguatan ekosistem UMKM syariah di Kota Palopo yang berkelanjutan dan berdaya saing.
Abstract:Digitalization in education continues to increase, particularly in the use of learning media. However, various challenges associated with the emergence of eras based on birth years often lead to differing perspectives on…
improving the quality of education today. The process of integrating Powtoon learning media with a sense of responsibility in Gen Z students requires a comprehensive effort, considering that the assessment indicators for this attitude are crucial for learners in the modern era. Gen Z students (born 1997-2012) are digital natives who are pragmatic, creative, and highly dependent on technology for learning and personal branding. They favor visual-interactive methods, care about mental health/the environment, and focus on practical career outcomes (side hustles), but are prone to distraction and anxiety. Meanwhile, types of student attitude assessments generally include direct observation by lecturers, self-assessment, peer assessment, and daily journal entries. Aspects assessed include discipline, responsibility, honesty, cooperation, politeness, and initiative. This technique often uses a Likert scale or descriptive rubric. Therefore, it is crucial to pay attention to these items in the learning process at university. Powtoon is a web-based online animation and presentation creation platform that allows users to create engaging visual content, such as explainer videos, without requiring advanced graphic design skills. This application uses drag-and-drop features, ready-to-use templates, animated characters, and is supported by AI-based tools. This research uses a descriptive method, namely a research approach that aims to describe, explain, or map the characteristics of a phenomenon, situation, or population systematically, factually, and accurately based on data collected during the study. The results show the successful integration of Powtoon learning media with the responsible attitude of Gen Z students, evidenced by the existence of an orderly, understandable learning process and a high quality of understanding.
Abstract:Triwulan III-2024 mencatat pertumbuhan ekonomi sebesar 3,57%. Kondisi ini membuat persaingan usaha semakin ketat, termasuk bagi Restoran Bumi Kayu di Kabupaten Garut. Penulisan ini bertujuan untuk menganalisis penerapan…
strategi pemasaran digital melalui media sosial, mengidentifikasi kendala yang dihadapi, serta merumuskan strategi yang tepat untuk meningkatkan daya tarik dan retensi konsumen. Metode penulisan yang digunakan adalah kualitatif deskriptif dengan analisis SWOT. Data penulisan diperoleh melalui wawancara dengan tujuh informan serta sumber pendukung lainnya.Hasil penulisan menunjukkan bahwa Restoran Bumi Kayu memiliki kekuatan berupa konsep bernuansa alam, menu yang selalu diperbarui, serta pelayanan yang ramah, sementara kelemahan utama terletak pada pengelolaan media sosial dan keterbatasan promosi digital.
Dari sisi eksternal, terdapat peluang berupa tren pertumbuhan industri makanan dan meningkatnya pemanfaatan media sosial sebagai sarana promosi, namun juga terdapat ancaman berupa persaingan usaha yang semakin ketat dan perubahan tren konsumen yang cepat. Berdasarkan hasil analisis, strategi yang paling sesuai adalah strategi S-O, yaitu penguatan branding melalui media sosial dengan menonjolkan konsep alam dan inovasi menu, disertai inovasi konten digital serta peningkatan kapasitas pengelola dalam literasi digital. Penerapan strategi ini diharapkan mampu meningkatkan brand awareness, menarik konsumen baru terutama kalangan muda, membangun interaksi yang lebih kuat dengan pelanggan, serta memperkuat daya saing Restoran Bumi Kayu di tengah kompetisi industri kuliner yang semakin dinamis.
Abstract:This service-learning activity was conducted to address the challenges faced by the local business Rumah Madu in Melaka, Malaysia, specifically in maintaining product authenticity, developing innovation, and strengthening…
g branding strategies amidst global market competition. The solution implemented involved a service-learning approach through instructional sessions and direct observation with business managers to understand the production process, marketing strategies, and quality management practices. The purpose of this activity was to identify innovation and branding practices rooted in the authenticity of local products, as well as to provide academic contributions through the application of management theories in real MSME contexts. This program also contributed to the partner by preparing business development recommendations based on innovation and digital marketing. The findings reveal that product innovation utilizing local bee biodiversity, the implementation of ISO-standard quality systems, and the use of digital media have strengthened the brand image and competitiveness of Rumah Madu. This experience demonstrates that service learning serves as an effective approach in bridging academic learning with the enhancement of local business capacity in a sustainable manner.
Abstract:This service responds to the challenges of traditional dodol entrepreneurs in Melaka, Malaysia: weak branding strategies, lack of product innovation, and low competitiveness in the midst of the modern food industry. Using…
g a participatory service learning approach based on qualitative methods (in-depth interviews, field observations, FGDs), students are actively involved in business assistance including packaging design, flavor variant development, improvement of hygiene standards, and the use of digital media for promotion. This program aims to strengthen the Melaka dodol brand identity, encourage product innovation, and increase the capacity of MSME actors. Its contribution lies in the university-community collaboration model that strengthens the local economy while preserving culinary heritage through the documentation of cultural values. The results show an improvement in branding quality, more attractive packaging, the emergence of variant innovations, and an increase in the digital marketing capabilities of business actors. This activity also strengthens student-community social relations and opens up opportunities for community innovation hubs for sustainable collaboration. The findings affirm the effectiveness of service learning as an empowerment strategy that integrates cultural preservation with the strengthening of the local economy, as well as making a theoretical-practical contribution to community-based entrepreneurship.
Abstract:This study is motivated by the intensifying competition in Indonesia's banking industry amid digital transformation and growing global economic mobility. In such a context, product innovation becomes a crucial strategy to…
o strengthen a bank's competitive position. PT Bank Woori Saudara Indonesia 1906 Tbk introduced the WiGo Savings product, specifically designed for South Korean citizens who plan to live or work in Indonesia through a pre-account opening scheme. This research aims to analyze the role of WiGo Savings in enhancing the bank's competitiveness, particularly in terms of product differentiation and the potential strengthening of low-cost funds (CASA). The study employs a qualitative descriptive approach with a case study method, using literature review and secondary data analysis from bank reports, media publications, and academic references related to banking innovation. The findings indicate that the pre-arrival account opening mechanism reduces administrative barriers, accelerates service activation, and creates early customer engagement. The product also shows the potential to increase CASA composition, leading to lower cost of funds and greater flexibility in credit pricing. Furthermore, WiGo enhances product differentiation and institutional branding as a bank responsive to cross-border transaction needs. However, its effectiveness depends on successful market education, cross-jurisdiction regulatory compliance, and technological system integration.