The success of the business cannot be separated from an implementation and utilization of information technology encouraging the creation of a competitive business which can be seen from the effectiveness of its supporting system. Currently, many business owners are inspired to improve their business with digitalization. The 4.0 industry revolution does not only occur in the government environment but also transpires other businesses with traditional culture background. A unique custom contributes advantages to Yogyakarta Special Region (Daerah Istimewa Yogyakarta) which produces traditional hand-drawn batik. The batik pieces are then processed into kemben. This study aims to find out the role of customer satisfaction in order to improve competitiveness through product quality, service quality, and price. This study used a snowball sampling method of 200 respondents analyzed using SEM (Structural Equation Modeling). The result showed that product quality and price affect customer satisfaction through service quality. Eventually, the increasing product quality will provide benefits for Micro Small Medium Enterprises (MSMEs) of kemben in Yogyakarta Special Region and bring improvement for the local economy.

The current beverage product that is trending in Solo city is cheese tea. This product is a blend of the and the cheese. And lucky cheese tea is one of the brands present in the city of Solo. This study aims to test and analyze whether there is an influence of digital marketing and brand awareness on increasing brand image and the impact on purchasing decisions of cheese tea products in solo cities. This research was conducted on Lucky Cheese Tea consumers spread across the city of Solo, with a total sample of 154 respondents. The research method uses a descriptive and verifiable approach. The analysis technique uses Structural Equation Modeling with SmartPls 3.3.9 software. The findings in this study show that: digital marketing and brand awareness have a significant influence on brand image, while digital marketing, brand awareness and brand image have a significant influence on Purchasing Decisions. If digital marketing and brand awareness have been carried out optimally, it will be positively embedded in the eyes of consumers of the product and what needs to be done is to maintain a good brand image to achieve maximum purchasing decisions.

Background – The awareness and massive adoption towards internet has motivated companies to include it into their marketing strategies, such as by using celebrity endorsement and social media use, as this will enable them to increase customer engagement and their purchase decision. Aim – This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions. Design / methodology / approach – This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling. Findings – The research results show that: (1) the use of social media has a positive effect on customer engagement; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions.   Research implication – MSMEs need to understand the important role of the influence of social media in increasing engagement with consumers. The use of celebrity endorsement must also be considered as an important aspect that can encourage consumer engagement. Limitations – This research was specifically conducted on SMEs in the handicraft and culinary industry in West Java. Future studies require to be carried out in different settings to ensure generalizability of the present study.

Untuk memenuhi tujuan penelitian ini dilakukan pengumpulan data. Sampel penelitian ini adalah 100 orang di kota Bandung dengan menggunakan metode web survey,data dianalisis dengan menggunakan pemodelan structural equation modeling. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan pada Search Engine Optimization terhadap minat beli untuk di JD.ID. Media sosial juga berpengaruh signifikan terhadap minat beli. , E-Service Quality juga berpengaruh signifikan terhadap minat beli, E-service Quality memberikan pengaruh paling dominan terhadap minat beli masyarakat pada E-commerce JD.ID di kota Bandung.

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