Publication Search

This study was conducted with the motivation to analyze the impact of product innovation, word-of-mouth (WOM), and social media marketing on purchasing decisions at one of the English language courses located in Kampung Inggris, Pare, Kediri, namely Global English. In the digital era and increasingly fierce competition among non-formal educational institutions, understanding the factors that influence purchasing decisions is very important. This study used a quantitative approach with a survey method via Google Form, which was distributed to active students at the institution. The research instrument, a closed questionnaire, was designed to measure students' perceptions of the product innovation offered, the influence of word-of-mouth communication, and the effectiveness of marketing strategies through social media. The analysis results show that product innovation has a significant influence on purchasing decisions, particularly in terms of offering new programs that are in line with market needs, such as the "Studycation" program that combines learning and recreation. Word-of-mouth has also been shown to play an important role in building trust among potential consumers through positive experiences from previous users. In addition, social media marketing makes a real contribution to reaching a wider audience, increasing interaction, and strengthening the institution's image in the public eye. These three variables, both partially and simultaneously, had a positive and significant influence on purchasing decisions. These findings indicate that integrated, digital-based marketing strategies are key to attracting and retaining consumer interest in the informal education sector. This research is expected to serve as a reference for course providers and other educational institutions in designing innovative, efficient, and adaptive marketing strategies to address changing consumer behavior in the digital era.

The development of digital technology has had a significant impact on the world of education, one of which is the introduction of various new media in learning, such as Smart TV. Smart TV, with its interactive multimedia features, offers a great opportunity to improve the quality and effectiveness of learning, particularly in increasing the enthusiasm and interest in reading for elementary school students. This study aims to determine the effectiveness of utilizing Smart TV as a digital transformation medium in increasing students' interest in reading at MI Darun Najah, Srobyong, Mlonggo, Jepara. The method used is a descriptive qualitative case study approach, involving fourth and fifth grade students and class teachers as research subjects. Data collection was carried out through participatory observation, in-depth interviews, and documentation to obtain a more comprehensive picture of the application of Smart TV in learning activities. The results of the study indicate that the use of Smart TV can increase active student engagement in the learning process. Students are more motivated and interested in reading, thanks to the attractive visual display and interactive multimedia features. Smart TV also creates a more enjoyable learning atmosphere, by integrating various types of media, such as images, videos, and text, which support learning. However, several obstacles were also found, including limited mastery of technology by teachers and limited time for technology integration in daily learning. Therefore, this study recommends ongoing training for teachers in operating Smart TVs and the development of a more flexible digital technology-based curriculum to maximize the benefits of using Smart TVs in elementary school learning. The study also suggests the need for regular evaluation of the effectiveness of Smart TV use in improving students' literacy skills.

This research aims to improve the learning outcomes of Natural and Social Sciences (IPAS) by applying a discovery learning model assisted by image media in grade V of SD Nurul Khoir, Jambi City. The method used is Class Action Research (PTK) which is carried out in two cycles. Each cycle consists of four stages, namely planning, implementation of actions, observation, and reflection. The research subjects amounted to 26 students. Data collection techniques are carried out through learning outcome tests, observation of teacher and student activities, and documentation. The results of the study showed a significant increase in the completeness of student learning outcomes. In cycle I, completeness reached 73.92%, and increased to 85.30% in cycle II. This improvement shows that the application of the discovery learning model combined with image media is effective in improving IPAS learning outcomes. This model encourages active involvement of students in the learning process, fosters curiosity, and hones critical and logical thinking skills. Image media as a visual aid has also been proven to be able to strengthen concept understanding and improve students' memory of the material studied. In addition, the learning process becomes more fun and meaningful because students are directly involved in the activity of discovering concepts through the stages of observing, questioning, gathering information, reasoning, and concluding. Teachers are no longer the center of information, but play the role of learning facilitators. This strategy is also relevant to the cognitive development characteristics of elementary school students who tend to favor concrete and visual learning. Thus, the application of the discovery learning model assisted by image media can be an alternative to an effective and innovative learning strategy in improving social studies learning outcomes. Teachers are advised to continue to develop adaptive, creative, and contextual learning methods and media.

This research aims to improve the learning outcomes of Natural and Social Sciences (IPAS) by applying a discovery learning model assisted by image media in grade V of SD Nurul Khoir, Jambi City. The method used is Class Action Research (PTK) which is carried out in two cycles. Each cycle consists of four stages, namely planning, implementation of actions, observation, and reflection. The research subjects amounted to 26 students. Data collection techniques are carried out through learning outcome tests, observation of teacher and student activities, and documentation. The results of the study showed a significant increase in the completeness of student learning outcomes. In cycle I, completeness reached 73.92%, and increased to 85.30% in cycle II. This improvement shows that the application of the discovery learning model combined with image media is effective in improving IPAS learning outcomes. This model encourages active involvement of students in the learning process, fosters curiosity, and hones critical and logical thinking skills. Image media as a visual aid has also been proven to be able to strengthen concept understanding and improve students' memory of the material studied. In addition, the learning process becomes more fun and meaningful because students are directly involved in the activity of discovering concepts through the stages of observing, questioning, gathering information, reasoning, and concluding. Teachers are no longer the center of information, but play the role of learning facilitators. This strategy is also relevant to the cognitive development characteristics of elementary school students who tend to favor concrete and visual learning. Thus, the application of the discovery learning model assisted by image media can be an alternative to an effective and innovative learning strategy in improving social studies learning outcomes. Teachers are advised to continue to develop adaptive, creative, and contextual learning methods and media.

Museums as cultural preservation institutions have the responsibility to convey information about collections in an informative manner to the public. One of the historical events displayed at the Brawijaya Museum is Operation Trident in 1968. This research aims to design collection labels as an effective communication medium by considering aspects of archive classification, material selection, label design, and information readability. The method used is action research which is carried out through the planning and action stages. The label is designed using Art Paper material with a combination of black-and-white colors and Times New Roman fonts. This research not only emphasizes the aesthetic aspect, but also pays attention to the functional aspect in conveying messages to visitors. The label design process is carried out by paying attention to the suitability between historical content and the form of visual presentation, so that information can be conveyed in a concise, clear, and interesting manner. Effectiveness evaluation was carried out through the EPIC model approach to 105 respondents, including empathy, persuasion, impact, and communication indicators. The results of the study showed that the label was designed to be very effective as a communication medium for museums with high scores on all four indicators. The implication of this research is to improve the visitor experience in understanding the historical value of collections and the efficiency of archive management in the museum environment. In addition, the design of this label can be a reference for other museums in developing information media based on a visual communication approach that is right on target. Thus, the museum serves not only as a repository of artifacts, but also as an interactive and communicative educational center. Furthermore, this research emphasizes the importance of integration between information technology and visual communication strategies in the management of modern museums. The use of professionally designed labels based on the results of empirical evaluation contributes to the improvement of the image of museum institutions in the eyes of the public. It is hoped that this approach can encourage museums to be more innovative in creating participatory learning experiences, especially for the younger generation.

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.

Social campaign posters are one of the visual communication media that has an important role in conveying public messages, shaping perceptions, and encouraging changes in social behavior in society. With visual power, posters can express messages directly, effectively, and emotionally to the audience. This study aims to examine how key visual elements—color, typography, imagery, and layout—affect the emotional response and audience engagement to social campaign messages. A qualitative approach was used by collecting data through visual observation of a number of selected social campaign posters, design analysis, and literature review from relevant literature. The results of the analysis show that each visual element has a significant contribution to the power of the message. Colors, for example, are able to evoke emotional resonance by influencing the mood of the audience, such as the color red that conveys urgency or the color green that represents expectations and the environment. Imagery or illustrations provide the power of imagination and help the audience connect the message with social reality. Proper typography improves readability, emphasizes the main message, and establishes the desired tone of communication. Meanwhile, a well-planned layout creates a visual flow that makes it easier for the audience to understand the message in order. The harmonious interplay between colors, typography, imagery, and layout has been proven to strengthen visual appeal, evoke empathy, and motivate audiences to participate in social campaigns. 

This study aims to improve student learning outcomes in Natural and Social Sciences (IPAS) through the application of the Discovery Learning model assisted by image media in grade V of Nurul Khoir Elementary School, Jambi City. This study is a classroom action research (CAR) conducted in two cycles, with each cycle consisting of planning, action, observation, and reflection stages. The subjects in this study were 26 fourth-grade students. Data collection techniques used included tests, observation, and documentation to obtain more comprehensive data on student learning outcomes. The results of the study showed an increase in student learning outcomes in each cycle. In cycle I, the percentage of student learning outcomes reached 73.92%, and increased in cycle II to 85.30%. This increase indicates that the application of the Discovery Learning model assisted by image media can improve student learning outcomes in the subject of IPAS. The Discovery Learning model provides opportunities for students to learn actively and independently, by utilizing attractive image media and making it easier for students to understand the concepts taught. Thus, this model can be used as an alternative in a more effective and interesting learning process. Furthermore, the implementation of this model also had a positive impact on student engagement in learning activities, making the teaching and learning process more interactive and enjoyable. This study recommends that the Discovery Learning model, assisted by image media, be applied more widely across various subjects to improve the quality of learning in elementary schools. In the future, this research can also be continued by examining the application of similar models in other subjects and measuring their impact on improving students' cognitive abilities and overall skills.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

This study aims to analyze the effect of green marketing on purchase decision with brand image as a mediating variable among consumers of Satvika Bhoga in Denpasar. The research is grounded in the increasing consumer awareness of environmental issues, which has not yet been fully reflected in consistent purchasing behavior toward environmentally friendly products. Despite a rise in environmental consciousness, many consumers remain skeptical or indifferent unless a brand manages to build a credible and positive image aligned with eco-friendly values. Employing a quantitative approach with an associative research design, data were collected through structured questionnaires distributed to Satvika Bhoga consumers, selected using purposive sampling. The analysis was conducted using path analysis and the Sobel test to assess both direct and indirect relationships among variables. These methods allowed the researchers to examine not only the magnitude of influence but also the mediating role of brand image in shaping purchase decisions. The results indicate that green marketing has a positive and significant effect on purchase decision and significantly strengthens Satvika Bhoga’s brand image as an environmentally conscious brand. Furthermore, brand image was found to have a strong and statistically significant influence on purchase decision, confirming its role as a partial mediator. This implies that green marketing efforts, such as eco-friendly packaging, sustainable sourcing, and environmental messaging, not only influence consumer decisions directly but also enhance the overall brand perception, which in turn further motivates consumers to make purchases. Thus, businesses aiming to improve eco-product sales should prioritize consistent green marketing strategies that reinforce a trustworthy and environmentally responsible brand image.

The rapid development of digital technology has brought about significant changes in various aspects of life, including the world of work. One skill that is now highly sought after by job seekers is digital platform-based communication skills. This skill is crucial for building a professional image, expanding networks, and increasing employment opportunities. In response to this need, a digital communication training program was held in Kartasura District with the aim of improving the practical skills of job seekers, particularly high school/vocational school graduates and final-year college students. The training was conducted face-to-face using a participatory approach, combining conceptual material delivery with hands-on practice sessions. The training focused on utilizing professional platforms such as LinkedIn and social media platforms like Instagram, which have become essential tools in the job search and personal branding process. A total of 42 participants attended the training, with diverse educational backgrounds and interests but a common desire to be more competitive in the digital job market. The training results showed a significant increase in participants' understanding of professional communication in the digital realm. Participants also gained practical skills in creating attractive LinkedIn profiles, creating content relevant to industry needs, and managing their online self-image. Furthermore, this training created a collaborative space between participants and presenters through a WhatsApp group, which later developed into a platform for sharing information about job openings, career tips, and ongoing discussions. The findings from this training underscore the importance of integrating digital communication training into workforce development programs, particularly in buffer urban areas like Kartasura. This effort serves as an adaptive strategy to address the challenges of digital transformation while empowering the younger generation to be better prepared for job competition in the digital era.

This study aims to understand how learning about rainbows can improve elementary school students' understanding of basic science concepts, particularly regarding the refraction of light and the color spectrum. The concept of rainbows is an important part of Natural Science (IPA) lessons because it involves optical phenomena that can be directly observed and related to students' daily experiences. In this study, the method used is a literature study, namely by collecting, reviewing, and analyzing various relevant library sources, such as scientific articles, textbooks, and educational journals that discuss the topic of science learning and the rainbow phenomenon. The results of this study indicate that learning about rainbows can be done through various interactive and fun approaches, such as through practical experiments using prisms, water droplets, or other simple media that can demonstrate the process of refraction of white light into a color spectrum. In addition, the use of visual media such as images, animated videos, and digital simulations has also proven effective in helping students understand the process of rainbow formation more concretely. Creative activities such as drawing rainbows, making color models, or role-playing as light and water droplets can also increase active student participation and make learning more enjoyable. This study also emphasizes the importance of integrating rainbow learning into the elementary school science curriculum systematically and contextually. Rainbow materials not only introduce scientific concepts in a fun way, but also develop critical thinking, observation, and experimental skills in children. With the right approach, this learning can foster students' interest in science from an early age. Therefore, the results of this study are expected to contribute positively to the development of more effective, creative, and developmentally appropriate science learning methods for elementary school students.

The Mesak SME is a micro-enterprise in the food sector that still relies on conventional marketing strategies. This reliance on traditional promotional methods has prevented it from optimally reaching the digital market. However, utilizing digital technology is currently a crucial aspect of business development, particularly for increasing competitiveness and expanding market reach. Therefore, this community service activity was carried out with the primary goal of improving the Mesak SME's capacity to adopt digital marketing strategies. The community service program was designed in a structured and sustainable manner through several stages: an initial survey to determine the SME's existing condition, observation of existing marketing activities, and socialization of the benefits of digital technology in business development. Next, intensive training was conducted, covering the use of social media as a promotional tool, creating engaging digital content that aligns with the product's characteristics, and introducing e-commerce platforms to expand market access. The training focused on a practical approach that is easy for SMEs to understand. Furthermore, mentoring and evaluation were provided to ensure the sustainability of the digital strategy implementation after the program was completed. Through this series of activities, it is hoped that the Mesak SME will be able to actively utilize social media, produce engaging content, and market its products through various digital channels. The results of this activity are not only aimed at increasing sales volume but also at building a more professional and competitive business image, both in local and digital markets. With improved digital marketing capabilities, Mesak SMEs are expected to develop independently and sustainably in the era of digital transformation.

In early 2024, deaths from Dengue Hemorrhagic Fever (DHF) increased again in Indonesia, with the number of cases higher than the previous year. This condition raises concerns because DHF remains a serious public health problem. The World Health Organization (WHO) emphasized that the key to reducing mortality lies not only in early detection but also in public access to fast, effective, and equitable health services. This statement aligns with the second point in the document "National Dengue Control Strategy 2021–2025" issued by the Ministry of Health, in which the government is committed to strengthening health security. In efforts to ensure this strengthening, public participation plays a crucial role, particularly through the public oversight function channeled through the media. The media acts as a bridge of information and a tool of social control over government performance, including in monitoring the provision of health services by BPJS Kesehatan. This study aims to analyze how news about health security reaches the public, using Brand24 media monitoring as an analytical tool. The research method used was descriptive qualitative, focusing on mapping issues, sentiments, and narratives developing in the digital space. The analysis showed that news containing the keyword "BPJS Kesehatan" was dominated by positive news, with several minor topics discussing aspects of public service. This finding indicates a media tendency to project a positive image of the institution, although further study is needed regarding media bias in the context of health security reporting in Indonesia. Future research is expected to explore the relationship between media framing, public interest, and the effectiveness of national health programs.  

Indonesia ranks fourth globally in terms of active Instagram users, with approximately 103 million users, positioning this platform as a strategic medium for hospitals to conduct promotion, health education, and audience engagement. Hospitals, particularly private institutions, have increasingly recognized the potential of social media in fostering strong brand images and maintaining public trust. This study aims to analyze the influence of marketing content on the brand image of Indriati Solo Baru Hospital, a private hospital that is active on Instagram and holds verified status. Employing a quantitative approach with an associative method, the research involved 100 respondents drawn from followers of the hospital’s official Instagram account, selected through incidental sampling. Data were collected via questionnaires and subsequently analyzed using simple linear regression. The results demonstrate that marketing content exerts a positive and significant impact on brand image, as reflected in the regression equation Y = 3.838 + 0.267X. Statistical analysis further revealed a significance value of 0.001 (<0.05) and a t-calculated score of 10.048, exceeding the t-table value of 1.984. The coefficient of determination (R²) was 0.507, indicating that marketing content accounts for 50.7% of the variance in brand image, while the remaining 49.3% is influenced by other factors beyond the scope of this study. Among the tested indicators, Decision Making and Life Factors demonstrated significant contributions, underscoring their role in shaping perceptions of brand image. Meanwhile, Persuasion, Reader Cognition, and Sharing Motivation functioned as supportive elements that reinforce but do not independently drive outcomes. These findings highlight the critical role of strategic content development in strengthening hospital brand image within digital spaces.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.

This study aims to develop interactive learning media for logic gate material in Industrial Electronics Engineering subjects at SMK Negeri 5 Batam by utilizing Adobe Flash CS6 integrated with CircuitVerse. This media is designed to provide a more interesting, interactive, and applicable learning experience, so it is expected to improve students' understanding of the concept of logic gates which is a basic material in the field of electronics. The study uses a Research and Development (R&D) approach with a 4D development model that includes the Define, Design, Develop, and Disseminate stages. Research data were collected through validation by material experts and media experts, as well as practicality tests involving students. Data collection instruments were in the form of validation sheets and student response questionnaires. The validation results showed that the developed learning media obtained a score of 88.20% from material experts and 93.88% from media experts, both of which are in the "very valid" category. The practicality test involving grade XI students obtained a score of 92.80%, indicating that the media is "very practical" to use in the learning process. This interactive media combines elements of text, images, animation, and digital circuit simulations using CircuitVerse, so students can learn logic gate concepts visually and directly practice them virtually. This integration not only makes it easier for students to understand the theory but also trains problem-solving and critical thinking skills. The findings of this study indicate that interactive learning media based on Adobe Flash CS6 and CircuitVerse has great potential to increase learning motivation, student engagement, and conceptual understanding of logic gate material. This media is also relevant to support the implementation of the Independent Curriculum, which emphasizes project-based learning, independent learning, and complete competency mastery.  

In the digital era, Christians face significant challenges in maintaining an authentic spirituality amidst a continuous stream of information and the influence of popular culture that often contradicts biblical values. The command in Romans 12:2 to "not conform to the pattern of this world, but be transformed by the renewing of your mind" remains highly relevant, yet its practical application in contemporary Christian life is frequently overlooked. This study aims to explore the theological depth of Romans 12:2, identify the dominant patterns of worldly thought in the digital age, and develop a contextual and applicable framework for transformative Christian spirituality. Utilizing a qualitative method with a library research approach, data were gathered from theological works, biblical commentaries, and scholarly literature on spirituality, culture, and digital engagement. The study reveals that the renewal of the mind refers not only to a personal inner change but to a reorientation of worldview through the power of the Holy Spirit. This transformation involves resisting cultural tendencies such as self-image obsession on social media, intellectual complacency caused by technological convenience, and the rise of individualistic spirituality detached from community life. To address these challenges, the study proposes several implementation strategies: fostering deeper biblical literacy contextualized to current issues, cultivating critical thinking as a form of spiritual discipline, and nurturing accountability within faith communities. These elements form a holistic framework of contemporary Christian spirituality that is Christ-centered, critically aware, and outward-focused in mission. The implications of this framework suggest that Christian spirituality in the digital era must engage both heart and mind, remain rooted in Scripture, and be lived out in communal and missional contexts.

In promoting a cultural arts performance, the success of an event is determined not only by the quality of the performance itself but also by the effectiveness of the marketing communication strategy implemented. In today’s digital era, organizers of cultural art performances face increasingly complex challenges, including shifts in audience media consumption behavior, rapid developments in communication technology, and the need to build sustained digital engagement between organizers and stakeholders.This study adopts the Integrated Marketing Communication (IMC) theory to examine the marketing communication strategies implemented by the Department of Culture and Tourism of Surakarta City in promoting the Solo International Performing Arts (SIPA) event in 2024. The research methodology includes in-depth interviews with organizers and document analysis of promotional materials and publication activities.The findings indicate that the department applied eight elements of integrated marketing communication: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, mobile marketing, and personal selling. Each element was carried out synergistically to build awareness, attract public interest, and shape a positive image of the SIPA event in society.The implemented strategy has successfully reached a broader audience through digital channels such as social media and official websites, as well as through direct approaches like local media publications and collaboration with art communities. However, challenges remain in delivering more innovative and creative promotional content to enhance the event’s appeal. These findings offer important implications for cultural event managers, emphasizing the need for structured, consistent, and audience-relevant promotional strategies in the digital era. A well-integrated marketing communication approach not only strengthens public engagement but also reinforces the identity and sustainability of cultural events like SIPA on both local and international levels.