Snack MSME (Micro, Small & Medium Enterprises) is one of the business unit categories that has great potential to be developed at this moment. This study aimed to formulate digital marketing alternative strategies for snack MSME in Bogor. This study began with the analysis of respondent characteristics, both for MSME respondents and consumer respondents. The next step was an analysis of marketing strategies of snack MSME and consumer online purchasing behavior pattern This study also analyzed consumer satisfaction level to MSME digital marketing performance with Importance Performance Analysis, while also mapping consumer preferences based on digital marketing mix. The final step was to develop a digital marketing strategy based on the 4C marketing mix. This research resulted in eleven digital marketing strategies, which were increasing the durability of snack food products, providing a variety of diverse product flavors, designing attractive packaging and brand appearance, providing information on products nutritional value, determining affordable prices, utilizing appropriate information media, choosing appropriate promotional media, creating attractive promotions for consumers, displaying consumer testimonials, displaying honest pictures and product descriptions, and providing various types of the payment instrument.

The purpose of this research is how to social media marketing and service quality to impact non-subsidized mortgage purchasing decisions, with brand perception as a mediating variable. The model in this research was designed using hierarchical components with a reflective-reflective measurement model consisting of four variables (social media marketing, service quality, brand perception and purchase decisions) and sixteen dimention (entertainment, informative, interactive, tangible, reliable, responsiveness, assurance, empathy, brand experience, brand affective, brand trust, recognition of needs, information search, evaluation of alternatives, purchase decisions and post-purchasing behavior). Data analysis in this research was using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results revealed that social media marketing factors and service quality have a positive and significant effect on brand perception. In addition, social media marketing factors and brand perceptions were found to have a positive and significant effect on purchasing decisions and service quality factors which had an insignificant effect. The mediating role of brand perception was found to have a partial mediating effect on the relationship between social media marketing and purchasing decisions, while the relationship between service quality was found to be fully mediated.

Online food delivery service (OFD) is created as a service innovation that combines the usage of technology and electronic systems. Many brand present caused increasingly fierce competition between similar companies in one industry due to wider customers alternative selection. OFD companies need to implement innovation and a marketing mix to create a strong brand image. This study aims to analyze the effect of innovation and marketing mix on usage decisions through brand image through the development of five hypotheses. Data were collected by distributed online questionnaires to 292 respondents with 15 brands of OFD services that have been used in the last three months. Data analysis used the Structural Equation Modeling (SEM) method with Lisrel 8.80 software and descriptive analysis with SPSS ver 25.. The results showed that the marketing mix had a significant effect on brand image, and the innovation and marketing mix had a significant effect on usage decisions. Meanwhile, innovation has no significant effect on brand image and brand image has no significant effect on the decision to use an online food delivery service. The implication of this study is to improve marketing strategies by expanding the coverage area and developing innovations by creating a different uniqueness from the competitors.

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The textile manufacturing industry in Indonesia grew 15 percent, but total exports fell 2.87 percent to 12.84 billion dollars in 2019 compared to 2018 of 13.22 billion dollars. The TPT industry can be divided into several sectors, one of which is the apparel sector. The apparel sector also has an important GDP contribution for Indonesia. In textile product commodities, there is competition with imported quality. Textile products find it difficult to compete in the domestic market due to inferior quality to imported products, both in terms of materials, sewing, styles and finishing which are not neat and not standardized and their availability has not met market demand. In dealing with changes in the external and internal environment CV. Hadi Corp needs a business model mapping to determine the company's business conditions to be able to create breakthrough innovations for the company's business development for the domestic market. Hadi Corp needs a business model mapping to determine the company's business conditions to be able to create breakthrough innovations for the company's business development for the domestic market. The research objective is to analyze the current CV Hadi Corp Canvas Business Model, analyze the strengths, weaknesses, opportunities, and threats (SWOT) of CV Hadi Corp currently based on the 9 elements of the Canvas Business Model and Design the CV Hadi Corp Repair Canvas Business Model as an alternative planning future business strategy. Data processing uses the Canvas Business Model and SWOT and the Blue Ocean Strategy. The results showed that the Improvement of the CV Hadi COrp Canvas Business Model based on alternative strategies resulted in several targets and development for each element including: 1) Business to business customers; 2) product innovation; 3) updating the website to improve online promotion; 4) Conduct site visits to customers and customer assessment of company services through customer satisfaction surveys; 5) Investment in technology or new resources and training; 7) Customers for tool rental and design services, market surveys and manufacturing of innovative products. The target of improving each element in the canvas business model aims to expand the potential value proposition that can be offered by CV Hadi Corp. Keywords: TPT, SWOT, Business Model Canvas, Blue Ocean Strategy, CV Hadi Corp