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This research aims to analyze the Regional Government's strategy in developing the Tanjung Lesung Tourism Area and identify obstacles and efforts to improve the community's economy. As a Special Economic Zone (SEZ) and a national priority tourism destination, Tanjung Lesung has great potential in encouraging local growth, but its development still faces challenges. The research uses a descriptive qualitative method through interviews, observations, and documentation studies with informants from the Tourism Office, SEZ managers, MSME actors, and Pokdarwis. The analysis refers to the theory of Suryadana's tourism development strategy, including attractions, accessibility, amenities, and institutions. The results of the study show that the government's strategy focuses on the development of attractions through the involvement of MSMEs and cultural preservation, as well as improving facilities with training and community assistance. This strategy has a positive impact on increasing income and job creation. However, there are obstacles in the form of limited regional authority in SEZ management, lack of optimal accessibility and infrastructure, weak collaboration between stakeholders, low capacity of local human resources, and inconsistent promotion. The government's efforts include increasing human resource capacity, facilitating MSMEs in events, and cross-sector coordination. In conclusion, the Tanjung Lesung tourism development strategy has contributed to economic empowerment, but it is not optimal, so stronger synergy is needed between the government, the private sector, and the community to realize sustainable tourism.

This study aims to analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

This study analyzes the public relations efforts of Radio Republik Indonesia (RRI) Banten in maintaining its existence in the digital era and identifies the inhibiting factors faced. Using a qualitative method with a case study approach, this research involved in-depth interviews with informants from various divisions at RRI Banten, as well as observations of the communication strategies and programs implemented. The results of the study indicate that RRI Banten has undertaken a significant digital transformation, including through the development of the RRI Digital application as a means to expand broadcast access, active use of social media to reach a wider audience, and the implementation of a broadcast program segmentation strategy to adapt to the needs and preferences of listeners from various groups. However, the study also identified several crucial inhibiting factors. Limited human resources, particularly in mastery of digital technology, remain a major obstacle in optimizing the transformation program. In addition, the uneven geographic coverage of broadcasts in some areas limits public access to RRI services. Increasingly fierce competition with other digital media that offer greater flexibility, speed, and interactivity also poses a major challenge. On the other hand, the lack of optimal digital promotion and difficulties in reaching the interests of the younger generation hamper the increase in RRI's popularity in the era of media digitalization.

The main problem discussed in this research is how digital communication strategies through social media, especially Instagram, can be effectively utilized to build the brand image of halal cosmetic products amidst increasingly fierce competition in the beauty industry. Wardah was chosen as the object of study because of its success in positioning itself as a pioneer of halal cosmetics in Indonesia, with an approach that emphasizes Islamic values. This study aims to examine the role of digital communication strategies in shaping the halal brand image of Wardah cosmetic products through the Instagram platform. As one of the local brands that carries Islamic values, Wardah utilizes social media as the main means to reach consumers, especially the modern Muslimah segment. The approach used in this research is descriptive qualitative with content analysis method, which focuses on visual narratives, captions, audience engagement, and collaboration with influencers. The results showed that Wardah consistently displays content that represents the values of halalness, simplicity, and modern and professional Islamic beauty. Through an integrated communication strategy, Instagram is not only a promotional medium, but also a means of forming a strong brand image that is relevant to the identity of the target audience. The findings underscore the importance of visual and narrative communication in strengthening the positioning of halal products in the Indonesian cosmetics market.