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The importance of educational tourism in Indonesia and Bali lies in its ability to combine education with tourism experiences, empower local communities, and support cultural and environmental preservation. With the right approach, educational tourism can become one of the main pillars in the development of sustainable tourism in Indonesia. The development of educational tourism in Indonesia and Bali not only provides educational benefits for visitors but also supports local economic growth and cultural preservation. With the proper approach, educational tourism can serve as an essential pillar in the development of sustainable and inclusive tourism. This study aims to design an innovative social media content strategy to increase the visibility of culture- and agriculture-based educational tourism at TeBA Majalangu, Kesiman, Bali. The research method used is qualitative with a case study approach, conducted through field observations, in-depth interviews, and social media content analysis. The results show that TeBA Majalangu’s social media is currently managed incidentally, lacking consistency in posting frequency and without a strong narrative structure. Based on these findings, the author developed an innovative social media model consisting of five main content categories: educational storytelling, interactive videos, visual education, user-generated content, and interactive content. As a form of implementation, prototypes were also created, including storyboard reels, educational carousel posts, interactive polls, Instagram feed mockups, and a one-month content calendar. This strategy is expected to serve as a reference for managers in strengthening TeBA Majalangu’s digital image as an educational tourism destination based on local wisdom that is relevant, inspiring, and sustainable. In today’s digital era, social media offers great opportunities to maximize the promotion of educational tourism, strengthen direct interaction with potential visitors, and disseminate information. With the right innovations in social media strategy, TeBA Majalangu is expected to increase the number of visitors and contribute more significantly to empowering local communities.

Kampung Jawi, a cultural tourism destination in Semarang City, has experienced a significant decline in tourist visits due to stagnant digital promotion activities. The main problem lies in the absence of an integrative and empirically tested model that combines technology, community empowerment, and cultural reinforcement for Indonesian cultural tourism villages. This study aims to address this gap by formulating and testing the participatory SOME+ model, a modification of the original SOME framework (Share, Optimize, Manage, Engage) with the addition of TRAIN (capacity building) and SUSTAIN (sustainability). Using a mixed-methods exploratory sequential design (QUAL → quan), data were collected through observation, in-depth interviews, focus group discussions (FGDs), and social media content analysis. The findings highlight initial challenges such as low digital literacy and fragmented coordination. Nevertheless, a two-week pilot project increased social media engagement rates from 2.8% to 4.3% (a 52% rise) and enhanced community participation in content production from 25% to 41% (a 64% rise). The synthesis of these findings indicates that the SOME+ model effectively revitalizes the digital branding of cultural tourism villages. This research concludes that the participatory SOME+ model is a practical and replicable framework for strengthening community-based digital promotion and is recommended for adoption in rural tourism development policies.

Wonogiri Regency in Central Java Province has great potential for sustainable tourism development, particularly through the integration of nature and religious tourism. This study aims to analyze the development strategy of the Watu Cenik Tomb in Sendang Village as a pilgrimage destination, which involves the historical value of the tomb of the Kyai Solo Sumarto IX family, the natural landscape of the Gajah Mungkur Reservoir, and cultural traditions such as Grebeg Syawalan. Using Richard Butler's Sustainable Tourism theory with the Tourism Area Life Cycle (TALC) model, this study applies a descriptive qualitative method through intensive interviews, observations, and documentation of stakeholders such as tourism managers, local communities, and tourists. The results of the study show that Watu Cenik has the potential to be an attractive pilgrimage destination, but its appeal is not yet optimal, with visits limited to private pilgrimages and the local community. The efforts of BUMDes Sendang Pinilih, such as the construction of homestays, shuttle services, and social media promotion, have increased visitor numbers, but additional facilities such as souvenir kiosks, local culinary offerings, photo spots, tour guides, and infrastructure improvements are still needed to attract more visitors and support the creative economy. The research conclusion emphasizes the importance of intensive digital promotion, integrated tour packages, and stakeholder collaboration to realize sustainable tourism that preserves cultural heritage while improving community welfare. Suggestions for further research include integrating mixed methods with quantitative analysis to measure economic impact and comparisons with similar destinations.

In facing the digital era, there is a change in conventional broadcasting to digital broadcasting with a focus on multiplatform content distribution. This encourages TVMU to adapt to digital broadcasting. This study aims to understand how media, especially TVMU, formulates strategies, chooses the right approach, implements, and conducts monitoring and evaluation to increase the relevance and reach of its broadcasts. The Media Management Strategy Theory that became the focus of the research from Media Strategy Formulation, Media Strategy Selection, Media Strategy Implementation, Monitoring and Evaluation. A qualitative approach with a case study method was used to extract data through observation and in-depth interviews with relevant informants. The results show that multiplatform content distribution is the main strategy in facing the challenges of digital broadcasting. Social media is utilized for promotion, interaction, and distribution of program excerpts, while the website serves as an additional channel for live streaming and information provision. Television remains the main focus, but digital platforms are used to expand audience reach and attract the younger generation. Monitoring and evaluation processes are conducted regularly to assess the effectiveness of the strategies implemented, with adjustments based on analysis of audience data and digital trends. Key challenges include copyright issues on digital platforms and the difficulty of attracting audiences to educational and da'wah content amidst the dominance of entertainment content. The study concludes that implementing an integrated and adaptive content distribution strategy is an important step to support media sustainability in the digital era. The findings provide guidance for other media in effectively managing content distribution to reach a wider audience.

The design of the 3:30 Kopi website poster was carried out as an effort to present an effective and modern promotional medium to support information needs and introduce the café’s digital platform to the wider community. In line with the development of the digital era, local SMEs such as 3:30 Kopi are required to remain competitive by utilizing visual media that is both communicative and appealing. This poster functions not only as an information tool but also as a branding strategy to strengthen the café’s identity in the eyes of consumers, particularly in the Ciledug area and its surroundings. The visual concept of the poster was designed with careful consideration of both aesthetics and function. The use of brown and cream tones symbolizes the warm and natural character of coffee, while also creating a friendly and elegant impression. Typography was chosen with a simple yet bold style to ensure information is easy to understand. The main elements, featuring a mockup of the website displayed on both laptop and mobile devices, emphasize the flexibility and responsiveness of the platform, which can be accessed anytime and anywhere. In addition, the inclusion of a QR code provides a modern solution that facilitates quick and practical interaction between the audience and the website. Cultural-inspired ornaments derived from 3:30 Kopi’s signature menu further reinforce its visual identity while adding aesthetic value. Through this poster design, 3:30 Kopi is expected to increase brand awareness, attract new visitors, and strengthen its image as a café that not only offers coffee but also provides a productive social space suited to the needs of modern society.

Current Affairs is a strategic division within LPP TVRI, which plays a crucial role in producing in-depth and up-to-date news programs as a form of public broadcasting's responsibility to provide quality information to the public. One of this division's flagship programs is Jendela Negeri, a morning talk show broadcast live with a light yet informative and educational presentation style. This program's presence is significant amidst the rapid flow of information and the development of communication technology, as it presents interviews and current coverage involving credible sources and contributors from various regions in Indonesia. This study aims to analyze the communication strategies implemented by the Current Affairs team in an effort to improve the quality of the Jendela Negeri program to ensure its relevance and audience interest. The study used a qualitative descriptive approach with data collection techniques through in-depth interviews, direct observation, and documentation studies. The analysis was conducted with reference to the POAC (Planning, Organizing, Actuating, and Controlling) theory as a management strategy framework. The results show that the communication strategy is implemented through adaptive theme planning, program promotion through social media, a production process with professional standards, intensive coordination across regional contributors, content redistribution across various digital platforms, and regular evaluations to improve broadcast quality. Furthermore, the application of Lasswell's communication model is clearly visible in the communication process, from message development to audience reception. The research findings also show that the Jendela Negeri program meets the criteria for quality news, namely accuracy, balance, objectivity, conciseness, and relevance, thus maintaining its educational and informative function as part of LPP TVRI's public service.  

This study aims to determine the influence of affiliate marketing programs, price, and promotion on purchasing decisions for Mezuca perfume on TikTok Shop. As the digital era advances, social media platforms like TikTok serve not only as entertainment platforms but also as effective channels for marketing products through the TikTok Shop feature and affiliate programs. This strategy allows content creators to act as sales partners, directly influencing consumer decisions. This quantitative study utilizes primary data obtained through questionnaires distributed to 180 respondents who had purchased Mezuca perfume through Mamnun's TikTok Shop account. After a selection process using purposive sampling, 160 respondents met the criteria and were eligible for analysis. Data analysis was performed using SPSS software with various statistical tests, including descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results indicate that affiliate marketing programs, price, and promotion simultaneously have a positive and significant effect on purchasing decisions. Partially, these three variables also show a significant positive influence on consumer decisions. These findings indicate that implementing effective digital marketing strategies, particularly through affiliate marketing, competitive pricing, and engaging promotions, plays a significant role in increasing consumer purchasing interest on social media platforms. This research offers practical implications for businesses in designing optimal and targeted digital marketing strategies.

The Community Service Program (KKN) is a tangible form of student service to the community through the application of knowledge in the field. Nagacipta Village, Serang Baru Subdistrict, Bekasi Regency, was chosen as the location for the KKN because it has considerable potential for community economic development, particularly through the Micro, Small, and Medium Enterprises (MSME) sector, and faces various challenges in the fields of education, social affairs, and culture. The objectives of this activity are to empower the community through education in schools, MSME assistance, and increased social awareness in order to support sustainable village development. The implementation method used is a qualitative descriptive approach with a participatory element (Participatory Action Research/PAR). The stages involved observation, interviews, group discussions with village officials, youth, and the community, work program preparation, implementation, and evaluation. The main programs implemented included anti-bullying and hygiene education in schools, simple digital marketing training for MSMEs, environmental health education, and support for community social and cultural activities. The results showed an increase in students' awareness of hygiene and mutual respect, the development of MSME actors' knowledge of digital promotion through social media, and increased community participation in social and cultural activities. Documentation of the activities also showed the active involvement of the community and the support of village officials. In conclusion, the KKN program in Nagacipta Village made a positive contribution to community empowerment and MSME development. This program is expected to be the first step in strengthening the village's economic independence and improving the quality of human resources. Recommendations are given for similar programs to continue with ongoing support from the village government, educational institutions, and the next KKN period.

The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.

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.

This study investigates the influence of attraction and social media-based promotion on visitor numbers to the Bajra Sandhi Monument, a significant historical and cultural landmark in Bali. In recent years, the monument has seen a decline in the number of visitors, prompting the need for this research to explore the factors contributing to the downturn. The study employs a quantitative approach with data collected through the distribution of questionnaires. A probability sampling technique was applied, selecting 100 respondents who were visitors to the monument. The research instrument consisted of a validated and reliable questionnaire to ensure accuracy and consistency. Data analysis was conducted using multiple linear regression to examine the impact of each independent variable—attraction (X1) and social media-based promotion (X2)—on the dependent variable, which is the number of visitors (Y). The regression equation derived from the analysis is Y = 17.266 + (0.237)X1 + (0.285)X2, with a t-table value of 1.662, an F-table value of 3.09, and a significance level of 5%. The partial tests revealed that both variables significantly influenced visitor numbers. The attraction (X1) had a t-value of 2.100, which was greater than the t-table value (1.662), and a significance level of 0.038, indicating a 12.7% contribution to visitor numbers. Similarly, social media-based promotion (X2) had a t-value of 2.607 and a significance level of 0.011, contributing 16.3%. The simultaneous test produced an F-value of 19.930, which exceeded the F-table value, with a significance of 0.000, indicating that both variables together significantly affected visitor numbers. The adjusted R² value of 0.277 suggests that 27.7% of the variation in visitor numbers is explained by attraction and social media promotion, while the remaining 72.3% is influenced by other factors not examined in this study.

This study aims to analyze the implementation of health education as an integrated marketing strategy for probiotic products through social media at PT Yakult Indonesia Persada. Health education is increasingly recognized as a strategic approach in value-based marketing, where companies offer not only products but also knowledge and added value for consumer well-being. The research employed a qualitative descriptive method using field observation, interviews with marketing staff, and a literature review of related studies. The findings indicate that PT Yakult Indonesia Persada successfully incorporates health education into its marketing activities through the Yakult Lady program, school visits, health seminars, factory tours, and interactive digital content on social media platforms. These strategies have proven effective in raising consumer awareness of digestive health, strengthening brand image, and maintaining customer loyalty. The study highlights the crucial role of social media integration in reaching younger demographics, fostering engagement, and amplifying educational messages. The consistent delivery of educational content, supported by visual storytelling and personalized approaches, has contributed significantly to Yakult’s sustainable growth in the Indonesian probiotic market. Theoretically, this study enriches the discourse on digital marketing and health communication, while practically, it offers insights for companies seeking to align promotional strategies with consumer education and public health improvement.

This community service program in Gunung Kijang Village, Bintan Regency, Riau Islands Province, was designed to strengthen local empowerment through the synergy of education, economy, agriculture, and social participation. The activities consisted of four initiatives: workshops on Canva-based learning media for teachers, digital marketing training and social media account creation for MSMEs, participatory mapping of challenges and potentials of local food businesses, and smart farming education using soil moisture sensors to introduce efficient irrigation technology. The results showed significant achievements across sectors. In education, teachers improved their technological skills and created interactive media that enhanced student motivation. In the economic sector, MSMEs adopted digital promotion strategies, leading to wider market reach and sales. The participatory mapping revealed obstacles such as licensing, packaging, and financial literacy, while also identifying opportunities for product diversification using local resources. In agriculture, farmers were introduced to water-saving irrigation technology that improved efficiency and supported environmentally friendly practices. On the social side, community institutions such as PKK, Karang Taruna, and farmer groups played an important role in strengthening solidarity and expanding collaboration. Overall, the program proved that integrating digital literacy, technological innovation, and community participation can accelerate rural independence while fostering sustainable welfare for island communities.  

The company distinguishes itself from other retail stores through its unique approach, particularly in managing minimarkets by adhering to sharia principles in employee management. Ecommerce Reny Swalayan-ku merges traditional self-service elements with modern technology, positioning itself as a platform that facilitates the online purchase of daily necessities. The platform features user-friendly mobile applications and websites designed to streamline transactions, offering a variety of flexible payment options to enhance the shopping experience. Furthermore, goods are delivered using Reny Swalayan-ku own expedition service, with shipping costs calculated based on the distance from the customer's home to the minimarket. This research seeks to examine the impact of Service Quality, Discounts, and the Interactivity of Social Media Marketing on Shoppers’loyalty, with Online Trust serving as an intervening variable among users of Reny Swalayanku in Surabaya. An associative quantitative research methodology was employed, utilizing data gathered via questionnaires distributed to 94 respondents who are users of Reny Swalayan-ku Surabaya. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The findings of the research suggest that Service Quality, Discounts, and the Interactivity of Social Media Marketing have a significant and positive impact on Online Trust. Additionally, Online Trust was determined to exert a positive and significant effect on Shoppers’loyalty. Moreover, both Discount and Social Media Marketing Interactivity directly and positively influence Shoppers’loyalty. In contrast, Service Quality does not demonstrate a significant direct impact on Shoppers’loyalty, indicating that its function may primarily serve as a foundation for establishing trust, which subsequently affects loyalty. These results highlight the critical role of fostering consumer trust through high-quality service, appealing discount promotions, and engaging social media interactions to enhance Shoppers’loyalty within the realm of retail e-commerce.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

The creative industry in Indonesia, particularly the film, animation, and video subsector, is increasingly recognized as an important pillar of national development due to its contribution to economic growth, cultural promotion, and the expansion of creative networks. However, local film communities such as the Bulusari Film Village in Ungaran still face various obstacles, particularly limitations in screenwriting, production, and promotion skills. This study aims to describe the participatory-based mentoring process in strengthening the creative capacity of the community through training in screenwriting and short film production. The methods used are Participatory Community Appraisal (PCA) and Community Partnership Program (CPP), with stages including preparation, socialization, training implementation, and collaborative evaluation. The results of this activity show a significant increase in the skills of community members as demonstrated by differences in pre-test and post-test scores and the success of producing short films based on local culture. In addition, this program has succeeded in strengthening internal collaboration, increasing solidarity, and expanding the promotional reach of works through social media and local events. The academic contribution of this activity lies in the development of a participatory-based film community mentoring model, while its practical contribution is the empowerment of the community as both a culture and a creative economy actor. This program also has implications for strengthening the creative industry ecosystem while supporting the achievement of the Sustainable Development Goals (SDGs). Moreover, the program has strengthened internal collaboration, enhanced solidarity among community members, and expanded the visibility of their work through social media and local events. This initiative not only provides academic value by developing a participatory-based mentoring model for film communities but also contributes practically by empowering the community as both cultural and creative economy stakeholders.

The silver craft center in Sukawati District, Gianyar Regency, Bali faces significant challenges related to product marketing in the digital era. A heavy reliance on offline sales through exhibitions and tourists has resulted in slim profit margins for artisans, making their economic conditions highly vulnerable to fluctuations in visitor numbers. Additionally, silver artisans face difficulties in managing digital marketing, including limitations in writing attractive product descriptions, lack of understanding of product photography, and insufficient skills in managing social media and online stores. This situation adversely affects market reach, especially for international consumers who cannot access these products directly. To address these issues, the Japanese Literature Study Program at Mahasaraswati University Denpasar collaborated with Shitennoji University, Osaka, to conduct a community service program focused on mentoring digital marketing for silver craft products targeting the Japanese market, particularly with Yanyan Silver, one of the cooperative partners. The community service activities lasted for two months, beginning with observation and situation analysis on June 14, 2025, and concluding with evaluation at the end of August 2025. The Participatory Action Research (PAR) approach enabled active participation from artisans in every stage of the activity, from problem identification, planning, implementation, to evaluation. This approach ensures that the solutions produced are tailored to local needs and context. The marketing strategy employed used an integrated marketing mix covering product, price, promotion, and distribution through digital platforms. This facilitated easier customer access in Japan and enhanced Yanyan Silver’s brand awareness. These efforts positively impacted expanding market reach, improving the economic stability of artisans, and strengthening the competitiveness of silver craft products internationally, especially in the Japanese market.

SQ Florist has been a flower board-making service provider since 2019. Currently, SQ Florist faces several obstacles, including ineffective social media promotions, limited staff training in digital marketing, and a suboptimal flower board production process. Furthermore, revenue recording is still manual, resulting in inefficient financial management. This study aims to expand market reach while improving service quality so that SQ Florist can compete better. The research method used is a qualitative approach with data collection techniques through observation, interviews, documentation, and literature studies. The analysis tool uses the Business Model Canvas, which describes nine business elements including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The analysis results show that SQ Florist's business model is generally quite good, although there are areas for improvement, particularly in building relationships with customers, digital marketing, and product innovation. The use of social media such as Instagram and TikTok must be optimized by presenting promotional content in the form of attractive photos and videos to make online marketing more effective. Additionally, improving supplier relationships and offering differentiated products, such as flower bouquets or cash, can increase customer value. To facilitate decision-making, it is recommended to improve financial record-keeping through the use of digital applications. This step is expected to enable SQ Florist to improve its business sustainability, open more market opportunities, and compete more competitively in the creative services industry. By improving each element of the BMC, it is hoped that business sustainability and competitiveness can be further enhanced.

This community service program was carried out by students of Universitas Pelita Bangsa in Karangsetia Village, Karang Bahagia District, Bekasi Regency, as a concrete effort to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in facing the challenges of digitalization. MSMEs in this area still encounter various obstacles, such as the absence of formal business legality, limited understanding of branding strategies, and minimal utilization of digital technology for both marketing and payment systems. These conditions have weakened business competitiveness and hindered the growth of local enterprises. The program focused on three interrelated aspects: legal compliance, brand development, and digital adoption. Business legality was facilitated through the issuance of the Business Identification Number (NIB), which provides legal certainty while granting access to government programs and financial institutions. Branding was strengthened by designing logos, banners, and simple promotional media to enhance business identity, professionalism, and consumer appeal. Digitalization was promoted through business registration on Google Maps to improve visibility, and the adoption of the Quick Response Code Indonesian Standard (QRIS) as a cashless payment method that is efficient, secure, and widely accepted. The methods employed included observation, socialization, mentoring, and participatory evaluation with business owners. The results demonstrated significant progress, as most MSMEs successfully obtained legal registration, adopted QRIS in daily transactions, registered their businesses on Google Maps, and developed clearer visual identities. This program had a positive impact by increasing entrepreneurial confidence, expanding market reach, and fostering awareness of the importance of digital transformation. Overall, the community service program contributed to strengthening the competitiveness, sustainability, and independence of MSMEs in Karangsetia Village, while supporting the development of the local economy.