This research aims to develop and test the theoretical model of the use of Means-end theory in the creator of a tourism-coordinated value chain that integrates the concept of memorable tourist experience, perceived value, affective commitment, storytelling behavior and destination loyalty. This study used Means-end theory approach by reviewing perceived value in understanding memorable tourist experience and post-experience behavior (perceived value, tourist satisfaction, affective commitment, storytelling behavior and destination loyalty). In particular, this research examined the influence of variable memorable tourist experience, perceived value, tourist satisfaction, affective commitment, and storytelling behavior on destination loyalty.Design/Methodology/Approach: The population of this research was all tourists who had visited the tourist attraction of Borobudur temple, Magelang Regency, Central Java, Indonesia. The number of samples used was 437 people who were selected with certain considerations, namely tourists who had visited Borobudur Temple at least once. Data collection was carried out in August-October 2020 using google form. This research used SEM analysis tool which was operated by the AMOS application.

Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn't. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice

There The Covid-19 pandemic has an impact on SMEs in Bantul, Yogyakarta. During a pandemic, SMEs rely on digital marketing to access consumers. This study aims to examine the effect of digital marketing capabilities on innovation capabilities, the influence of digital marketing capabilities on marketing performance, and innovation capabilities on marketing performance. The research was conducted on SMEs that produce batik at the Giriloyo batik center and the Wijirejo batik center, Bantul, Yogyakarta. Respondents of this study believe 81 SMEs were selected by cluster sampling. The research instrument used a questionnaire and the data were processed using SPSS and WarpPLS. The results of this study found that digital marketing capabilities have a significant effect on innovation capabilities, digital marketing capabilities have a significant effect on marketing performance, and innovation capabilities have a significant effect on marketing performance. The results of this study are useful for SMEs to improve their digital marketing capabilities and the government to participate in providing technical training related to online sales.

Kulon Progo is a district known as one of the centers for agricultural products in the Yogyakarta Special Region Province. Agricultural product processing efforts in Kulonprogo Regency still face challenges in terms of optimal community capacity and capabilities, especially as found in Hargomulyo Village, Kokap District. These Community Engagement Activities are intended for employment and increasing citizen participation, especially women in development through community empowerment. The Mekar Mandiri Women Farmera Group is a group of women farmer's wives or women in Hargomulyo Village who have activities in the agricultural sector in utilizing agricultural resources to work together to increase farm productivity and the welfare of its members. In carrying out its activities, the Mekar Mandiri Farmer Group has several obstacles: (1) Limited insight into developing agricultural business; (2) Limited skills in processing agricultural products; (3) Limited equipment for processing agricultural products. The solutions offered in Community Engagement activities are (1) training to broaden people's insights and capacity building, (2) facilitation of business equipment procurement, and (3) assistance in applying for home industry permits and trademarks. The conclusion that can be drawn from this community engagement activities are the development of an entrepreneurial spirit and increase the skill and ability of women farming groups member to process garden products (post-harvest).

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