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The Catholic Spiritual Revival (KRK) was a large-scale spiritual event organized by the Catholic Charismatic Renewal Body of the Diocese of Malang, aimed at revitalizing the faith and service spirit among Catholics in the post-COVID-19 period. Held on November 2, 2024, at the New Hongkong Ballroom Araya Malang, the event brought together participants from 18 different prayer communities, with a target audience of 1,200 people. To support the success of this initiative, the Publication Division—comprised of a community service team from the Faculty of Economics and Business at Ma Chung University—was tasked with planning and implementing an effective promotional strategy. The team focused on a cost-efficient and high-impact digital publicity approach, which included creating digital content for social media platforms, hosting webinars, and developing a targeted online promotion campaign. The implementation of this digital strategy proved to be highly successful. Ticket sales surpassed expectations, with over 900 tickets sold two weeks before the event and actual attendance exceeding 1,200 people. These outcomes demonstrated the strong appeal and reach of the event’s publicity efforts. In addition to increasing awareness, the visual and content strategies helped build community engagement and enthusiasm ahead of the event. This report presents a comprehensive review of the planning and execution phases of the publication strategy, highlighting key challenges, creative processes, and collaborative efforts. It also offers practical recommendations for future events of similar scale, especially in leveraging digital media to enhance participation and outreach. The success of KRK 2024 underscores the value of strategic communication and visual branding in religious and community-based events.

Micro,Small, and Medium Enterprises (MSMEs) are a vital pillar of the national economy, significantly contributing to employment, innovation, and regional economic development. However, in the ever-evolving digital era, many MSMEs have yet to optimally utilize digital promotional technologies and trends, leading to limited market reach and business growth. This community service activity aims to improve MSMEs' understanding and skills in building and developing their businesses through digital-based promotional strategies. The methods used in this activity include interactive outreach, hands-on training, and mentoring focused on the use of social media, online marketplaces, and other relevant digital platforms. The activity was conducted in collaboration with the MSME community using a participatory approach, enabling participants to actively engage in learning and directly apply the materials provided. The results of the activity indicate that participants showed a significant increase in knowledge and awareness regarding the importance of digital branding, designing attractive and effective promotional content, and utilizing various digital tools to expand market access. Additionally, many participants expressed greater confidence in managing digital platforms to promote their products and services independently. This increase in digital literacy is crucial in helping MSMEs remain competitive and adaptive to market changes brought about by technological advances. By equipping MSMEs with relevant digital promotion skills, this initiative contributes to the broader goal of supporting the growth of resilient, sustainable, and innovative small businesses. In the long term, such community-based empowerment efforts are expected to foster economic resilience and inclusiveness in the face of ongoing digital economic transformation.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This research seeks to ascertain the impact of Social Media Marketing on Electronic Word of Mouth (e- WOM) and the Intention to Become a Member of Student Activity Units (UKM) among followers of the Instagram account @radiokampusunila. The background of this research is the low participation of Universitas Lampung students in campus organizations, even though promotional strategies through social media have been actively implemented. This study combines a survey method with a quantitative associative approach through online questionnaires distributed to 121 respondents. Purposive sampling with criteria, an active students of Universitas Lampung who follow the @radiokampusunila Instagram account, is the method of sampling that is employed The variables include Social Media Marketing (X), e-WOM (Y1), also the Intention to Become a Member (Y2). With the use of SPSS, multiple linear regression analysis was performed on the data. . The findings demonstrated the positive and substantial impact of social media marketing on e-WOM, the positive and significant impact of social media marketing on the intention to join, and the positive and significant impact of e-WOM on the intention to join.

The rapid growth of the Muslim population, both in Indonesia and globally, has driven an increasing need for products to support worship, including Muslim socks. PT Soka Cipta Niaga (PT SCN), a producer of Muslim socks under the brand "SOKA", faces the challenge of low brand awareness, where consumers are more familiar with the product as "wudu socks". This research aims to analyze effective marketing strategies for the "SOKA" brand. The research results show that social media-based promotional strategies, such as Twitter, Facebook, and LinkedIn, are able to reach potential consumers more widely. In addition, activities such as bazaars, Muslim seminars, and Collaboration with Hajj and Umrah organizers has proven effective in expanding the market. The momentum of Ramadan and the Hajj season is a strategic time to increase sales.

The challenges often faced by MSMEs are how to promote their products. The technology development nowadays encourages MSMEs to utilize several social media platforms such as Instagram, Facebook, and websites as a promotional tool. The use of social media was believed can help expand the market. This is what is done by the Batik MSME in Juwet Kenongo Village, Sidoarjo Regency. However, the use of this technology is still not effective in increasing their sales. Batik sales are still dominated by orders and participation when attending exhibitions. This is due to the less-than-optimal strategy for utilizing social media. In addition, the storytelling aspect is still an obstacle when promoting on social media. Strengthening storytelling skills through a workshop is believed to be effective in helping MSMEs compose better story narratives. Besides that, this workshop is believed to be an urgent need for MSMEs. The focus of this community service is educational assistance related to compiling marketing through storytelling. MSMEs will be equipped with product narrative writing techniques. The assistance activities were welcomed by MSMEs. The participants were also cooperative and actively asked questions to the speakers. By participating in this training, MSMEs gain insight into the importance of strengthening the storytelling aspect in compiling interesting captions or narratives.

The aim of this research is to examine how much influence pricing and promotional activities have on consumers' decisions to repurchase Jelita Cosmetic products in the Tamansiswa area of Yogyakarta. In the face of intensifying business competition, adopting the right marketing strategy becomes increasingly vital. As the business environment grows more competitive, choosing an effective marketing approach is a key factor for success. Indonesia’s beauty sector has seen remarkable growth in recent years. Since its inception in 2005, Jelita Cosmetic has managed to capture consumer attention by offering competitive prices and running consistent promotional campaigns through social media and e-commerce channels. This research employs a quantitative approach by gathering data through surveys conducted with 65 customers of Jelita Cosmetic. The data was analyzed using multiple linear regression and supported by validity and reliability tests. The research findings reveal that both price and promotion have a positive and significant effect on consumer repurchase intentions, both individually and collectively. Approximately 58.4% of the variance in repurchase interest is accounted for by the two independent variables studied, with the remaining 41.6% attributed to other factors beyond the scope of this study. These results offermeaningful insights into how effective marketing strategies can be applied within the beauty industry.

This study aims to thoroughly examine the phenomenon of the use of standard and non-standard words found in various types of written texts in public spaces, particularly in promotional media and visual information. The method employed is qualitative descriptive with a content analysis approach. Data were obtained through direct observation of visual elements in public spaces and analyzed with the support of literature from previous studies, including social media posts that reflect the everyday language habits of the community. The study focuses on various visual media such as banners and business signboards that display language use. The results indicate a significant gap between the language rules stipulated in the General Guidelines for Indonesian Spelling (PUEBI) and the Big Indonesian Dictionary (KBBI) and the language practices developed in society. Several factors influencing the use of non-standard words include the community's habitual use of certain forms, the inheritance of habits from previous generations, and the influence of foreign languages and local dialects. The consequences of this phenomenon may include misunderstandings in communication and challenges in maintaining the standard and purity of Indonesian as the national language.  

This study aims to analyze the influence of environmental quality and sustainability on visit intention at the Mangrove Wonorejo tourism site in Surabaya, with tourist recommendation as a mediating variable. The background of this research is based on the high tourism potential of mangrove areas in coastal Surabaya, which still faces challenges in maintaining environmental quality and consistently applying sustainability principles. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents who had visited Mangrove Wonorejo, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that both environmental quality and sustainability have a significant influence on visit intention. Additionally, these two variables also significantly affect tourist recommendations. Tourist recommendation is proven to significantly mediate the relationship between environmental quality and sustainability toward visit intention. These findings indicate that positive visitor experiences encourage tourists to recommend the destination to others, which in turn strengthens the intention to revisit. This research offers theoretical contributions to sustainable tourism marketing and practical recommendations for ecotourism managers to integrate conservation strategies with experience-based promotion.

The development of e-commerce and digital technology has changed the consumption patterns of students, especially through live streaming features and twin date events on Shopee. This study aims to analyze the role of Fear of Missing Out (FOMO) in mediating the influence of live streaming and twin-date events on the consumption behavior of students at Yogyakarta State University. A quantitative approach was used with the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The research sample consisted of 315 student respondents who had used the live streaming feature and participated in Shopee's twin-date events. The results showed that twin-date events had a positive and significant effect on FOMO and consumer behavior, while live streaming only had a significant effect on consumer behavior but not on FOMO. FOMO itself significantly influences consumer behavior and mediates the influence of the twin date event on consumer behavior. However, FOMO does not mediate the influence of live streaming on consumer behavior. This finding indicates that the urgency of time and exclusive promotions during the twin date event are more effective in triggering FOMO than live streaming. This study recommends the importance of digital consumption literacy for students and the development of emotion-based marketing strategies by e-commerce platforms. This study has limitations in terms of sample scope and variables used, so further research is recommended to include additional variables such as lifestyle or financial literacy, and to expand the sample to other universities.

Social media has become one of the main media for distributing various advertising content in today's digital era. However, the spread of advertising content on social media also brings new challenges. Social media, especially TikTok, has a high virality rate, which means that content can spread quickly, both positively and negatively. The TikTok account @ngobrolsantaiindonesia uploaded a promotional advertisement for Borobudur Temple. The entire narrative in the advertising content openly alludes to other religions, namely Islam. This study uses a research approach in the form of a literature study or can be called library research. Indonesia has guidelines that must be respected, namely the Indonesian Advertising Ethics or abbreviated as EPI. The EPI contains a system of values ​​and integrated guidelines for manners (code of conducts) and procedures (code of practices) that apply to all advertising actors in Indonesia. According to the Indonesian Advertising Ethics, advertisements must be honest, correct, and responsible. It was concluded that the violation committed by the TikTok account @ngobrolsantaiindonesia was offending SARA, more specifically other religions.

Ariezta Art is a micro-enterprise in Sidorejo Village, Pemalang Regency, producing handmade resin-based crafts. The business faces several challenges, such as limited digital marketing skills, unsystematic product design, and lack of basic financial recording. This community service program seeks to empower Ariezta Art through digital promotion training, product design assistance aligned with market demands, and basic financial literacy education. The implementation stages include identifying partner needs, preparing relevant training modules, and evaluating program outcomes. Results show improved partner capability in utilizing social media for promotion and recording daily financial transactions. Additionally, product designs have become more attractive and market-oriented. This program is expected to contribute to strengthening the competitiveness and business continuity of Ariezta Art, helping the MSME face the dynamic demands of the creative market.

This study aims to examine the role of Tim Hadrah Nurul Musthofa in promoting Islamic art products and its contribution to strengthening the community’s economy through a literature review approach. As a religious art group, Tim Hadrah not only serves as a medium for da’wah and the preservation of Islamic culture, but also holds potential as a community-based creative economic agent. This research employs a literature study method by analyzing various written sources such as books, scientific articles, media documentation, and relevant digital content. The findings indicate that Tim Hadrah Nurul Musthofa is actively engaged in producing and marketing Islamic art products through social media platforms, live performances, and merchandise sales. These activities contribute to local economic empowerment and open up opportunities for synergy between art, da’wah, and the Muslim economy. This study underscores the importance of developing culturally grounded da’wah through Islamic arts as a means of social and economic empowerment in modern society.

This study aims to analyze the effectiveness of social media as a means of promoting investment services at PT Victory International Futures, a futures brokerage company operating in Indonesia. In the digital era marked by the development of information and communication technology, social media has become a strategic marketing tool to increase visibility, attract investor interest, and build relationships with customers. This study uses a literature study approach to review various literature related to digital marketing strategies, the role of social media in promotion, and the dynamics of the futures brokerage industry. This study found that social media, such as Instagram, Facebook, and LinkedIn, have a significant role in increasing brand awareness, expanding market reach, and influencing investment decisions. However, its effectiveness depends on relevant content strategies, consistent interactions, and a deep understanding of target audience behavior. This study also identifies challenges such as intense competition in the digital space and the need to comply with financial marketing regulations. The conclusion of this study confirms that targeted and measurable use of social media can improve a company's image and the effectiveness of investment service promotion, with recommendations to optimize digital content and analytics strategies.

This study aims to measure the effectiveness of packaging label design and promotional media (brochures) in increasing brand awareness of the WOW SUKE kefir milk and ice cream products. The method used is a Brand Lift Study, conducted through surveys with 53 respondents before and after exposure to the promotional materials. The results show a significant increase in brand awareness, from 21.1% before exposure to 49.1% after, indicating a growth of 132.7%. The brand recall rate reached 98.1%, meaning the majority of respondents immediately recalled the WOW SUKE brand when thinking of kefir milk. However, brand recognition was only 49.1%, with 50.9% of respondents still unfamiliar with or uncertain about the brand's existence. Visual design elements—such as colors, imagery, and information layout—were rated very positively by most respondents, suggesting that clear and attractive visual communication can effectively enhance brand perception. In conclusion, the study demonstrates that well-crafted packaging and promotional materials significantly improve brand awareness. Nevertheless, further improvements in communication strategy and promotional distribution, particularly through digital channels, are necessary to broaden audience reach and strengthen brand recognition.

As one of the oldest heritage tourism sites in Indonesia, KBS (Kebun Binatang Surabaya) faces challenges in sustaining its relevance and competing with other modern tourism offerings. The sustainability of KBS is largely influenced by the image communication strategies used to market the zoo and attract family tourists. This study aims to assess the communication strategies along with social media promotion, as well as the tourists’ experience regarding their visit. The data collection technique was field observation, digital documentation analysis, and interviews using a semi-structured format which was analyzed descriptively qualitatively. Research findings indicate that KBS has social media and stakeholder collaboration as main promo media and, education as the fundamental pull factor. Moreover, despite its strengths, KBS suffers from gaps in destination branding and lack of innovation in digital on-site experience. A competitive repositioning by building a unique identifiable brand through, integrated and comprehensive communication strategies was proposed for the use of KBS as a family-friendly competitive educational tourism site.

Social media has become a strategic space in the digital advertisin landscape including for illegal promotions such as online gambling. This study discusses covert advertising practices by entertainment accounts on Instagram that subtly promote gambling websites through watermarks, without disclosing that the content is sponsored. such practices are considered unethical and misleading, particularly for young audiences. this research uses a qualitative descriptive approach through literature review and content observation. the findings reveal that the lack of oversight and ethical awareness among content creators opens opportunities for misuse of social media as a platform for prohibited promotions. additionally, the absence of advertising labels makes it difficult for audiences to distinguish between entertainment and promotion. this study highlights the need for ethical advertising education among content creators, along with stricter regulations and monitoring by relevant authorities. by doing so, unethical and illegal advertising practices can be prevented, protecting the broader public, especially the younger generation, who are highly active on social media.

Mentoring activities for MSMEs engaged in snacks, namely tempeh chips. Production activities are carried out every day because of the many enthusiasts and consumers who like the products of the Mak Ribut Tempeh Chips MSME. The purpose of this activity is to The purpose of this activity is to provide assistance for business development in MSMEs by identifying problems that exist in MSMEs, and trying to provide alternative solutions. After conducting the observation stage, several problems were found faced by MSMEs, including not having a business profile, not having a logo, not having a promotional Banner, not having a packaging sticker, not having a stamp, not having promotional media in the form of product photos, production videos and promotional videos, not having a social media account, not knowing the calculation of HPP, and not having simple financial records. During the mentoring activities that created a series of activities that resulted in several programs and after analyzing the UMKM Keripik Tempe Mak Ribut produced a positive impact on UMKM owners such as having a business profile that is useful as a business identity, logo, Banner, packaging stickers that are useful for introducing product brands, stamps, product photos, production videos, promotional videos, social media accounts, as a promotional media in marketing their products, and updates on gmaps so that consumers know the location of the business. Calculation of HPP (Cost of Goods Sold) so that UMKM know how much profit is obtained, as well as simple bookkeeping so that business finances are organized and not mixed with personal finances.

The rapid growth of local brands in Indonesia's fashion industry is driven by the use of online media as a promotional platform. One notable brand is Ventela, which employs a co-branding strategy to capture market attention. This study aims to analyze the implementation of co-branding by @ventelashoes on Instagram, evaluate consumer purchasing decisions regarding Ventela Konnijiwa shoes, and measure the extent to which the co-branding collaboration between Ventela and Mantappu Jiwa by Jerome Polin influences purchasing decisions. The study applies co-branding theory, which includes dimensions such as brand awareness, brand strength, mutual benefits, uniqueness of collaboration, as well as positive consumer judgment and response. Meanwhile, the purchasing decision process is analyzed through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. A quantitative approach was used in this study through a survey method, with data collected from 133 followers of the @ventelashoes Instagram account using a random sampling technique. The results indicate that the co-branding between Ventela and Mantappu Jiwa received a positive response from the respondents. The influence of co-branding on purchasing decisions is strong, with a correlation value of 0.904. Co-branding contributes 81.8% to the purchasing decision of Ventela Konnijiwa shoes, while the remaining 18.2% is influenced by other factors.  

This entrepreneurship training aims to enhance the skills and knowledge of PKK women’s groups in managing micro, small, and medium enterprises (MSMEs) focused on tofu production in Lewirato Subdistrict, Mpunda District, Bima City. The program is designed to equip participants with essential entrepreneurial insights and skills, particularly in improving the quality and quantity of tofu production, marketing strategies, and effective and sustainable business management. The training methods include lectures to deliver foundational material, group discussions to share experiences and solve problems collaboratively, and hands-on practice in the production and packaging process of tofu. It also covers the importance of product branding and the use of social media as a digital promotion tool to reach a wider market. Through this program, participants are expected to apply the knowledge gained to develop their businesses independently and professionally. With increased skills and confidence among PKK women in managing tofu MSMEs, it is also hoped that family income will rise and contribute positively to the local economy. This training represents a vital initial step toward achieving community economic independence through entrepreneurship.