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This Community Service Activity was conducted to develop branding on local products in Kerinjing Village, Tanjung Raja District, Ogan Ilir Regency, South Sumatra. This activity was carried out offline. The method of this community service activity was training and mentoring for participants. Participants in the activity were MSME actors engaged in food and beverage processing, convection, and several other fields. The community service activity began with a presentation of material, discussion, and direct practice of using media in making logos. In addition, participants were also directed to use social media to brand their products. The results of the community service activity showed that some participants understood the branding material and could use the Canva application to make their product logos, which will be used in packaging or distributed through social media. Successful branding will build a positive image for consumers, ultimately increasing consumer interest in the product.

This Community Service Activity was conducted to develop branding on local products in Kerinjing Village, Tanjung Raja District, Ogan Ilir Regency, South Sumatra. This activity was carried out offline. The method of this community service activity was training and mentoring for participants. Participants in the activity were MSME actors engaged in food and beverage processing, convection, and several other fields. The community service activity began with a presentation of material, discussion, and direct practice of using media in making logos. In addition, participants were also directed to use social media to brand their products. The results of the community service activity showed that some participants understood the branding material and could use the Canva application to make their product logos, which will be used in packaging or distributed through social media. Successful branding will build a positive image for consumers, ultimately increasing consumer interest in the product.

This study is a research in the field of Public Administration that aims to describe the conception of community empowerment in improving economic income through the development of local coffee products in Winduaji Village. The approach used is descriptive qualitative with a case study design. Research informants were selected using purposive sampling technique, with data sources including primary and secondary data. The focus of this research encompasses empowerment aspects that are oriented toward community needs, based on local potential, encouraging independence, environmentally oriented, and structurally based. The data analysis technique uses an interactive model. The research results show that the concept of community empowerment through local coffee development in Winduaji Village, Paguyangan District, Brebes Regency has been running quite well. This program has successfully increased community capacity in coffee processing and opened business opportunities through strengthening the identity of local coffee products with the branding "Kopi Kebon Winduaji". Nevertheless, there are still challenges such as limited technical knowledge in cultivation, lack of business capital, and suboptimal market access. Overall, this empowerment program has a positive impact on improving the community's economy, although it still requires continuous assistance to achieve more optimal results.

Dangke is a local food product with high nutritional value that has become an inseparable part of the culture and economy of the community. It is made from traditional cheese typical of Enrekang Regency. Despite having great potential as a superior regional product, Dangke micro, small, and medium enterprises (MSMEs) face various obstacles, especially regarding short product durability (expiration date), simple packaging, lack of product innovation, and less than optimal marketing reach. Therefore, strengthening branding and optimizing marketing is crucial to increasing the competitiveness and desirability of Dangke MSMEs. This community service aims to analyze existing conditions, formulate, and implement strategies to strengthen Dangke product branding. The implementation methods include initial surveys, SWOT analysis training, comprehensive training and education on branding (brand identity, visual design), as well as implementation assistance and evaluation of travel impacts. Participatory and community-based approaches are at the heart of this activity. The results of the community service are expected to increase Dangke brand awareness, encourage innovation of derivative products (for example, dangke crackers with innovative flavors and packaging), expand distribution channels (including digital marketing), and ultimately increase sales and income of Dangke MSMEs. This program also has the potential to strengthen the local economy, preserve cultural heritage, and become a model for developing traditional food products in other areas.

This study aims to analyze the endorsement strategy used by the TikTok account @fujiiian in building personal brand awareness in the digital era. The research method used is descriptive qualitative with observation and documentation techniques on 16 endorsement videos uploaded during May 2025. The results of the study show that the @fujiiian account, with 36.9 million followers, consistently uploads endorsement content dominated by honest reviews, tutorials, and story telling. The average viewers per endorsement video of 7.42 million and an average engagement rate of 1.03% indicate the effectiveness of the strategy being implemented, where this figure is included in the good category for an account with tens of millions of followers. Active interaction with the audience through comment replies and live streaming also strengthens loyalty and emotional closeness between creators and followers. These findings confirm that an authentic, informative, and interactive endorsement strategy is able to build strong personal brand awareness and strengthen account positioning amidst influencer competition on TikTok. This study provides an academic contribution to the literature on personal branding and endorsement on social media, as well as being a practical reference for content creators who want to build a personal brand effectively on digital platforms.

This study examines how branding ambassador Syifa Hadju and content marketing affect Glad2glow skin care purchases. The research will focus on @glad2glow Instagram followers. This research was inspired by severe local perawatan kulit competition and consumer apathy about buying. Glad2glow hired Syifa Hadju as its brand ambassador and implemented a social media content marketing campaign to address this challenge. Using a Likert-scale questionnaire, quantitative data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS software. According to the research, Syifa Hadju significantly improves the possibility of customers completing a purchase, while engaging and consistent content marketing enhances audience engagement. Both components boost customer purchase intent, but the brand ambassador has a greater impact. These findings help create effective digital marketing strategies in the competitive perawatan kulit business.

Pasar tradisional memainkan peran penting dalam memperkuat identitas budaya dan meningkatkan daya tarik pariwisata internasional. Pasar Seni di Kuala Lumpur adalah contoh utama dari keberhasilan transformasi pasar tradisional menjadi tujuan wisata budaya. Inisiatif community engagement ini merupakan kolaborasi antara Universitas 17 Agustus 1945 (UNTAG) Semarang dan Universiti Tunku Abdul Rahman (UTAR) Malaysia, yang bertujuan untuk meningkatkan pemahaman pemangku kepentingan tentang strategi branding untuk Pasar Seni sebagai destinasi pariwisata internasional. Metode yang digunakan antara lain lokakarya partisipatif, diskusi dengan pemilik bisnis lokal, dan observasi lapangan. Hasil penelitian menunjukkan bahwa kombinasi pelestarian budaya, pemasaran digital, dan keterlibatan masyarakat lokal menjadi faktor kunci dalam memperkuat citra Pasar Seni sebagai destinasi wisata global. Rekomendasi diberikan untuk pengembangan strategi branding untuk pasar tradisional di Asia Tenggara.

This technical guidance (bimtek) activity was held with the primary objective of improving the digital capacity of Micro, Small, and Medium Enterprises (MSMEs) members of the Papua Gallery in Sorong City. The approach used was quite unique because it combined information technology, specifically the e-commerce platform Odoo, with a sociological perspective of religion. This approach places the values of faith, community ethics, and local culture as the main foundation in the digital transformation process being carried out. This activity was carried out by a team of lecturers from Victory University Sorong from the Information Systems and Sociology of Religion Study Program, and involved students as part of community service. The implementation process included several stages: an assessment of MSMEs' digital needs, technical training on using Odoo, direct assistance in implementing the dare store, evaluation of results, and ongoing follow-up. The results of the activity showed a significant increase in digital literacy among MSMEs, success in creating and managing online stores independently, and a growing awareness that business digitization is not only an economic necessity, but also part of spiritual and social responsibility. In addition, this activity also helped strengthen the branding and presence of local Papuan culture through digital media. This faith- and cultural-based training model has proven effective and relevant for replication in other MSME communities in different regions, especially those with strong local cultural and religious potential.

This community service program aimed to enhance the competitiveness of the Virgin Coconut Oil (VCO) product owned by the "Bu Kun" MSME located in RT 11, Yosodadi Sub-district, through a branding strategy based on creative and attractive packaging design. The main problem faced by the MSME was the simple packaging, which failed to reflect the product’s quality and benefits. The program was implemented in several stages, including initial observation, discussion with the MSME, packaging design planning, and implementation of new bottle and label packaging with eye-catching visuals and natural colors. The assistance also included branding education to strengthen product identity and increase consumer loyalty. The results showed increased professionalism among the MSME actors and positive consumer responses, evidenced by rising sales through social media and local marketplaces. This program is expected to serve as a model for empowering other MSMEs in optimizing local product potential through design and targeted branding approaches.

Era of media convergence, television programs are required to integrate traditional broadcasting with digital platforms to maintain their relevance. This study explores the branding strategies of the Jalan Jalan program by Kompas TV across Instagram, Youtube, and Tiktok. Using a qualitative descriptive method with participatory observation, the research examines how the program adapts its content for each platform based on their unique characteristics and audience behavior. The study reveals that Jalan Jalan employs platform specific strategies, such as short-form video teasers on Instagram, full episodes with personalized visual elements on YouTube, and bite-sized, engaging travel content on TikTok. These strategies reflect an understanding of media convergence through multi-platform storytelling and audience interaction. The findings highlight key challenges such as content competition and unstable algorithms, alongside opportunities like viral exposure and collaborative branding. This research contributes to strategic communication studies by providing insights into adaptive branding practices in the digital media landscape..

Poverty, unemployment, and limited access to education are still social challenges in many parts of Indonesia, including Semampir Village, Sedati District. This beaded keychain making training program is designed as a solution to empower communities, especially teenagers, to improve entrepreneurial skills. This activity aims to equip participants with technical skills in handicraft production as well as basic entrepreneurial knowledge such as digital marketing, product branding, and business management. The results of the training showed an increase in participant motivation and skills in creating high-value products, as well as the growth of a local craftsman community that has the potential to expand the market online. This program is expected to create independent business opportunities, reduce unemployment rates, and strengthen the village economy in a sustainable manner.

MSMEs play an important role in economic growth, but still face challenges in branding and digital marketing. Kiringan Hamlet, as one of the traditional herbal medicine production centers, is experiencing obstacles in marketing their products due to the lack of attractive visual identity and minimal utilization of digital technology. This service program aims to assist MSMEs in Kiringan Hamlet in improving their branding and competitiveness through logo and packaging redesign and website design as a digital marketing medium. The methods used include observation, interviews, solution design, and digital-based design implementation. The results of this program show that the new logo design and packaging stickers increase product attractiveness and strengthen MSME brand identity. In addition, the website design provided a digital solution to expand market reach. The evaluation showed that MSME players responded positively to this contribution and began to realize the importance of digital branding in marketing. With this program, it is expected that MSMEs in Kiringan Hamlet can be more developed and able to compete in a wider market with more effective digital branding and marketing strategies.

MSMEs play an important role in economic growth, but still face challenges in branding and digital marketing. Kiringan Hamlet, as one of the traditional herbal medicine production centers, is experiencing obstacles in marketing their products due to the lack of attractive visual identity and minimal utilization of digital technology. This service program aims to assist MSMEs in Kiringan Hamlet in improving their branding and competitiveness through logo and packaging redesign and website design as a digital marketing medium. The methods used include observation, interviews, solution design, and digital-based design implementation. The results of this program show that the new logo design and packaging stickers increase product attractiveness and strengthen MSME brand identity. In addition, the website design provided a digital solution to expand market reach. The evaluation showed that MSME players responded positively to this contribution and began to realize the importance of digital branding in marketing. With this program, it is expected that MSMEs in Kiringan Hamlet can be more developed and able to compete in a wider market with more effective digital branding and marketing strategies.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

This research uses a descriptive qualitative method with a case study approach to analyze the influence of soft skills and digital marketing skills on the performance of MSMEs in the creative economy era. Theories used in this research include competency theory and organizational performance theory. This study focuses on understanding how interpersonal abilities (soft skills), such as communication, creativity, and leadership, along with digital skills such as the use of social media, e-commerce, and digital branding, can enhance the competitiveness and productivity of MSMEs. The results show that MSME actors with strong soft skills are able to build strong customer relationships and create added value in their products, while digital skills support operational efficiency and broader market reach. The integration of these two skill sets significantly contributes to the improvement of MSME performance, particularly in terms of sales, customer satisfaction, and business growth. Therefore, the development of soft skills and digital skills is a crucial strategy to support the sustainability of MSMEs amid the increasingly dynamic competition in the creative economy.

This research explores the strategic positioning of Pegadaian UPC Ajibarang’s products using the Boston Consulting Group (BCG) matrix as a tool for evaluating market performance and future potential. Pegadaian plays a crucial role as a microfinance institution by offering accessible financial solutions such as gold/jewelry pawning, gold savings (digital and physical), installment-based precious metal purchases, electronic pledging, KUR based on vehicle ownership documents, and Hajj savings plans. The study employs a qualitative descriptive approach, gathering insights from comprehensive interviews with both employees and customers. Findings indicate that each product faces unique obstacles and opportunities. Key challenges include customer dissatisfaction regarding service quality, limited adoption of cashless transactions by elderly clients, and traditional promotional methods relying on brochures and word-of-mouth. By mapping products based on market share and growth prospects through the BCG matrix, the study identifies which offerings should be prioritized for development, stability, or rebranding. In response, it is recommended that Pegadaian UPC Ajibarang enhance its marketing and customer service strategies, broaden digital engagement efforts, and introduce user-friendly technological solutions for older clientele. These steps are essential to strengthen competitiveness and ensure long-term sustainable growth for their most promising financial products.

This project aims to implement the AIDA and StoryBrand models in writing the script for the Educourse company profile video, with the aim of increasing the effectiveness of business communication. This project uses a practice-based approach by compiling a structured script through the integration of the AIDA (Attention, Interest, Desire, Action) model to create a persuasive message and the StoryBrand framework to strengthen narrative coherence. The writing process includes identifying core messages, compiling an outline, and creating a final draft based on the principles of strategic communication and storytelling. The result of this project is a final script ready for production, containing the latest information about the company, user testimonials, and visual directions optimized for the YouTube digital platform. The application of both models allows for clearer, more engaging messages that are in line with Educourse's mission and audience. This project emphasizes the importance of implementing a structured communication model in media production and can be a reference in writing scripts that focus on branding strategies in the future. In addition, this project also contributes to the development of academic discourse in the field of digital content writing through the application of relevant theoretical approaches.

Sumber Kejayan Village is one of the villages in Mayang District which has a livelihood as a farmer. In Krepek Tempe UMKM , there is a problem, namely the lack of ability to use technology nowadays, so the ability of UMKM to carry out marketing is limited. The aim of this service is to introduce Krepek Tempe products to a wider market by assisting with the implementation of digital branding such as packaging development, creating a product logo. In this service, the methods used are observation, socialization, discussion and brand design, training and mentoring for Krepek Tempe UMKM actors. From the activities carried out, Krepek Tempe products have become more attractive and of course can have a positive impact and improve the economy of local village residents.

This study aims to analyze the marketing strategies implemented by Enauto Café to enhance customer attraction and loyalty in Nabire. A descriptive qualitative method was employed through direct observation, interviews with the café manager and customers, and questionnaires distributed to 40 respondents. The findings indicate that social media-based marketing strategies, strong visual branding, and consistent customer service contribute significantly to customer loyalty. However, there are notable weaknesses in direct promotion and menu variety. Therefore, strengthening local promotion efforts and product innovation are recommended as strategic improvements.

The Entrepreneurship Seminar held by Post 7 MiT-19 KKN UIN Walisongo in Bedono Village is part of the community empowerment program, especially in supporting the progress of Micro, Small, and Medium Enterprises (MSMEs). This activity raised the theme "Digital Branding Strategy for MSMEs in Bedono Village" with the goal of increasing the insight and skills of MSME actors in optimizing digital media as a product promotion and marketing tool. This seminar was carried out through the delivery of materials, discussion of case studies, and direct practice of digital content creation. The results of the activity showed an increase in participants' understanding of the importance of building brand identity, the use of social media, and the proper implementation of digital marketing strategies. This activity is expected to be the first step to encourage local MSMEs to be able to compete more widely through digital brand strengthening.