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This study investigates how Lembaga Musik Pervagatus, a group that does not display Islamic identity, creates an Islamic musical image when performing at religious events in Islamic campuses.  This study investigates how visual elements, song selection, and stage interaction influence audience perception. It does so using qualitative methods through interviews and performance observations.  How the band's performative identity is influenced by attributes such as appearance, personality, cultural values, and audience relations is studied using Kapferer's Brand Identity Prism model.  Conversely, Stuart Hall's theory of representation helps explain how Islamic meaning emerges in the context of events. The results show that the image of Islamic music attached to Pervagatus does not originate from the band's original identity; rather, it is a construction of meaning influenced by the context of religious events and the audience's interpretation of the song ‘Maulana Ya Maulana’ that they performed.  This perception was further reinforced by their neat, polite, and enthusiastic appearance.  The results show that the relationship between performance, context, and audience interpretation shapes the image of Islamic music on campus.

The development of social media has significant transformations in the communication strategies of retail companies, particularly in building relationships with customers digitally. In the context of increasingly intense competition, social media no longer functions merely as a promotional channel, but also an interactive space to shape engagement, brand perception, and long-term relationships with customers. TIP TOP Supermarket, as one of the modern retail players in Indonesia, utilizes Instagram as its primary digital communication channel to reach audiences, convey brand values, and build customer engagement. The majority of TIP TOP Supermarket’s customers do not yet possess high levels of digital awareness, resulting in limited engagement with TIP TOP’s activations on Instagram. TIP TOP has not yet implemented a strategic approach in managing its Instagram. This condition constitutes a challenge in Instagram management. This study aims to analyze the stages of research and diagnosis, objective, strategies, tactics, implementation, and reporting-evaluation carried out by TIP TOP Supermarket in building customer engagement. The research employs a descriptive qualitative approach within a positivist paradigm. Data were collected through in-depth interviews with seven key informants from the Marketing and Communications Division, observations, and online documentation. The findings indicate that the management of TIP TOP Supermarket’s Instagram has gone through all stages of the ROSTIR, although several aspects have not yet been fulfilled. The conclusion emphasizes the importance of building a brand identity with consistent characteristics. This study recommends the establishment of a digital community on Instagram and the adoption of a responsive approach toward customers.

The use of information technology through website development has become a crucial need for MSMEs, including traditional food businesses like Siomay Batagor Bogarasa. This study aims to develop a business profile website using the Odoo-based ERP website module to strengthen brand identity and facilitate information delivery to customers. The development process follows the Software Development Life Cycle (SDLC) stages, including planning, requirement analysis, design, implementation, and testing. The developed website consists of several pages such as Home, About Us, Menu, and Contact Us, presenting information about the business history, product catalog and pricing, sales locations, and contact channels. Testing results indicate that most features function well, with responsive display, smooth navigation, active contact form, and effective social media integration. One issue was found in the Google Maps display, which has not yet accurately shown the business location. Overall, the website provides practical benefits in terms of promotion, communication, and enhancing the professionalism of the business.

Business legality is an urgent need for MSMEs, particularly in the food sector, which faces strict regulations and high risks to food safety. However, many MSMEs still lack a Business Identification Number (NIB) or Intellectual Property Rights (IPR) protection due to low digital literacy and a lack of understanding of licensing procedures. This situation emphasizes the urgency of mentoring so that MSMEs can operate legally and be legally protected. This Community Service Program (PKM) aims to assist the Golden Kriuq MSME in obtaining an NIB and increase business owners' understanding of the importance of IPR, branding, and digital marketing. The implementation method uses a qualitative approach through observation, interviews, education, documentation, and direct mentoring. Activities carried out include NIB registration through the OSS Indonesia application, logo, banner, and menu design, business Instagram account creation, location determination on Google Maps, and education on the stages of brand registration through the DJKI system. The results show that Golden Kriuq successfully obtained an NIB, has a more consistent visual identity, and has a more professional digital presence. The program's impact is evident in increased awareness of legality, digital administration readiness, and businesses' ability to compete more professionally and sustainably.

This study aims to analyze the role of Digital Public Relations (DPR) in maintaining public trust in Kopi Tuku's reputation through its Instagram account @tokokopituku. Using qualitative methods with documentation studies, this study analyzed feed posts, captions, comment interactions, and related digital documents. The results show that Kopi Tuku implements a consistent digital communication strategy through simple visuals, humanistic storytelling, and a friendly style of language. This creates a deep perception of authenticity and transparency in the eyes of consumers. Although comment interactions are not too intense, the principle of symmetrical communication is still applied with quick and friendly responses. The consistency of brand values ​​and identity further strengthens public trust, maintaining Kopi Tuku's reputation amidst the intense competition in the coffee industry. This research contributes to the development of digital PR studies and serves as a reference for local coffee industry players in formulating social media-based communication strategies to build closer relationships with consumers.

The rapid growth of social media has created new opportunities for Generation Z entrepreneurs to build business identity and brand image through digital content. One of the most popular platforms among this generation is TikTok, a short-form video platform characterized by high interactivity and strong viral potential. TikTok is not only used as an entertainment medium but also as a strategic tool for developing business personal branding. However, the utilization of TikTok by Generation Z entrepreneurs has not yet been optimal, particularly in implementing structured and consistent content marketing strategies. This study aims to analyze the use of TikTok and content marketing strategies in building personal branding among Generation Z entrepreneurs. The research employs a descriptive qualitative method with a literature review approach, examining various academic sources, research articles, and relevant reports related to digital marketing and social media. The findings indicate that effective personal branding on TikTok is strongly influenced by the ability to create creative, authentic, informative, and audience-relevant content. In addition, consistency in content uploads and the effective use of TikTok features contribute to increased audience engagement, consumer trust, and business reach. This study is expected to provide insights and practical references for Generation Z entrepreneurs in designing effective and sustainable digital branding strategies in the creative economy era.

Micro, Small, and Medium Enterprises (MSMEs) in rural areas still face various challenges in improving product competitiveness, particularly related to the utilization of digital technology and professional product presentation. One of the main issues encountered by MSME actors in Silau Rakyat Village is the limited understanding of digital branding and the lack of innovation in product packaging, which hinders their ability to compete effectively in the digital market. This community service program aims to enhance MSME competitiveness through training and mentoring in digital branding and product packaging innovation. The program was implemented using a participatory and applicative approach through several stages, including preparation, training, and hands-on practice. The main materials delivered focused on MSME digital branding strategies and product packaging innovation as efforts to increase product value. The results indicate an improvement in participants’ knowledge, skills, and awareness regarding the importance of brand identity, the use of digital media, and attractive and informative packaging. In addition, MSME actors began to apply more professional packaging designs and demonstrated a more adaptive attitude toward digital marketing. This community service activity is expected to support the sustainability of MSMEs and strengthen the local economy in Silau Rakyat Village.

This study aims to design the User Interface (UI) and User Experience (UX) on the VINIX Showcase Website as a personal branding platform and digital Skill Passport for participants of the VINIX Seven Aurum Program using the Design Thinking method. The background of this research is the absence of an integrated digital platform that can systematically and easily document and display participants' skills, projects, certificates, and professional identity. The design process is carried out through five stages of Design Thinking, namely Empathize, Define, Ideate, Prototype, and Test, starting with exploring user needs, formulating problems, developing solution ideas, creating Prototypes, and Usability Testing. The results of the study consist of the UI/UX design of the VINIX Showcase Website, which includes registration and Login features, user Dashboard, Skill Passport, project upload, public Showcase, and automatic CV generation feature. Testing using the Usability Testing method showed that the resulting design has a good level of ease of use and comfort and is acceptable to users. This research is expected to be an effective digital solution in supporting personal branding, skills documentation, and improving the professionalism of VINIX Seven Aurum Program participants.

This Community Intervention activity aims to optimize the identity of Ujung Piring Village through place branding, which includes creating a village logo, profile video, and designing a site plan for the village square. The main problems faced by the village are the lack of a strong visual identity to optimise its potential and structured planning of village space/facilities. The methods used in the village site plan development activity were observation, interviews, and focus group discussions (FGDs). The results of the activity showed that the village logo successfully represented local values and history symbolically; the profile video was an effective medium for public communication; and the village square site plan provided direction for the development of a functional, aesthetic public space that supports social interaction. This activity proves that place branding can strengthen village identity, increase community engagement, and open up opportunities for village economic development. Further evaluation and monitoring are needed to assess the long-term impact of the implementation of this work program.

This study conducts a Systematic Literature Review (SLR) of 20 empirical and conceptual articles published between 2020 and 2025 to examine the influence of city branding on tourism interest and consumer behavior, with a particular focus on the city of Balikpapan. The synthesis reveals that city branding significantly shapes tourist perceptions through key elements such as destination image, brand identity, brand personality, and digital communication. Destination image consistently emerges as the primary mediator linking city branding to visit intention, while experiential and emotional branding further strengthen tourists’ cognitive, affective, and behavioral responses. The findings also highlight the growing importance of digital media and e-WOM in amplifying city branding strategies, especially in the post-pandemic tourism landscape. Despite strong branding potential rooted in cleanliness, safety, and Balikpapan’s strategic role as a supporting city for the new capital (IKN), gaps remain in digital branding, differentiation, and identity storytelling. The review emphasizes the need for more integrated, innovative, and data-driven branding approaches to enhance the city’s competitiveness and attract greater tourism engagement.

The rapid growth of social media in Indonesia has transformed marketing communication strategies, particularly in producing creative promotional content. Instagram Reels has emerged as an effective platform for building brand awareness through short and engaging videos. This study was conducted during an internship at PT Waskita Fim Perkasa Realti and focuses on the production process of Instagram Reels content for Vasaka Solterra. The first objective is to examine the workflow of promotional video production across three stages, pre-production, production, and post-production. The second objective is to identify challenges faced by the Marketing Communication Division. Using qualitative methods, including observation, interviews, participation, and literature review. This study found that pre-production involves idea development, content research, and storyboard creation. The production stage includes smartphone-based video shooting and voice-over recording to ensure message clarity. Post-production centers on editing using CapCut and applying a consistent visual identity before publication. The study also identifies several obstacles, such as limited human resources, minimal equipment availability, and coordination delays with external partners. These findings highlight the need for increased production personnel, improved interdepartmental collaboration, and enhanced equipment support to optimize the overall content production process.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economic development, particularly in developing products based on local wisdom. Toko Jayabaru is an MSME that markets Maumere's signature souvenirs made from traditional ikat woven fabric, facing various challenges and opportunities amid business and tourism dynamics. This study aims to identify internal and external factors affecting Toko Jayabaru's performance and formulate appropriate business development strategies through SWOT analysis. The research employs a qualitative descriptive approach with data collection through in-depth interviews with the owner and management of Toko Jayabaru. Data analysis uses the SWOT framework (Strengths, Weaknesses, Opportunities, Threats) to identify the business's strategic position and formulate alternative development strategies. Toko Jayabaru's main strengths lie in strong local cultural identity, authentic product quality, and adequate business experience. Weaknesses include limited digital marketing, restricted production capacity, and lack of derivative product variations. Opportunities encompass Flores tourism sector growth, increasing interest in local products, and potential strategic collaborations. Main threats are competition from similar products, influx of imitation products, and dependence on tourism sector fluctuations. Recommended development strategies include strengthening branding through storytelling, diversifying woven derivative products, optimizing digital marketing, strategic collaboration with tourism stakeholders, enhancing human resource capacity, and implementing customer loyalty programs. Implementation of these strategies is expected to increase MSME competitiveness while preserving Maumere's local culture.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

Penelitian ini mengkaji identitas visual merek Pia Saronde—salah satu produk kuliner khas Gorontalo—dengan menggunakan pendekatan semiotika yang berlandaskan teori Roland Barthes. Sebagai salah satu UMKM yang bergerak di sektor pangan, merek ini sangat bergantung pada peran logo untuk membentuk persepsi konsumen, memperkuat posisi merek, serta membedakannya dari produk lain dalam persaingan pasar. Penelitian ini bertujuan menelaah struktur visual yang membentuk logo, menginterpretasikan makna denotatif dan konotatif yang muncul, serta menilai sejauh mana logo tersebut mampu merepresentasikan nilai-nilai budaya lokal. Penelitian ini menggunakan metode deskriptif kualitatif dengan memadukan pengamatan visual terhadap logo dan kajian pustaka yang relevan. Hasil analisis menunjukkan bahwa kombinasi warna kuning dan coklat pada logo mampu menimbulkan kesan hangat, manis, dan menggugah selera, sedangkan bentuk tipografi yang melengkung menghadirkan citra tradisional, akrab, dan bernuansa rumahan. Selain itu, penggunaan nama “Saronde” menciptakan hubungan simbolis dengan Pulau Saronde yang terkenal, sehingga memperkuat keterikatan merek terhadap identitas daerah. Secara keseluruhan, temuan penelitian ini menunjukkan bahwa logo tersebut berhasil mengomunikasikan keterkaitan budaya dan citra kuliner yang diusung produk. Meskipun demikian, penelitian ini merekomendasikan adanya pengembangan pada beberapa elemen simbolik dan peningkatan adaptasi visual untuk kebutuhan media digital guna memperkuat daya saing merek.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

This study aims to analyze the role of social media in driving innovation in flavor, shape/appearance, and modern perception of Indonesian traditional snacks in the digital era through a literature review from 2020–2025. Social media functions not only as a promotional tool but also as a creative and collaborative space that influences how traditional snacks are created, modified, and perceived. The findings indicate that social media accelerates the spread of new flavor trends and encourages the exploration of modern tastes without abandoning cultural identity. In addition, visual aesthetics on social media inspire innovation in the shape and presentation of snacks to make them more appealing and easily viral. Social media also shapes modern perceptions through cultural storytelling that rebrands traditional snacks as contemporary, relevant, and culturally valuable. However, challenges arise from the limited digital and branding skills among MSME actors. Overall, social media serves as a catalyst for the synergy of flavor, visual, and cultural innovation, bridging tradition and modernity in the development of local culinary products.

This study aims to analyze Indibiz Bogor’s digital marketing strategy in enhancing brand awareness through the use of Instagram Reels, with a specific focus on the role of content creators in planning, producing, and optimizing short-video content. As social media increasingly becomes a primary promotional channel, businesses are required to produce creative and relevant content capable of attracting and engaging audiences effectively. This research employs a qualitative approach, with data collected through observation, interviews, and documentation conducted during October–November 2025. The findings show that content creators play a strategic role in idea development, trend analysis, audience needs identification, and producing visual materials that align with Indibiz’s brand identity. Instagram Reels are proven effective in increasing audience engagement, expanding reach, and strengthening brand perception across digital platforms. However, several challenges persist in the production process, including suboptimal internal coordination, sudden concept revisions, and limited production time. These findings highlight the importance of more structured content planning, improved team communication, and consistent performance evaluation to optimize Indibiz’s digital marketing efforts and maximize their impact on brand awareness.

This study discusses the design of visual branding for Ederma Clinic Semarang through influencer collaboration content. The researcher acts as the influencer to produce creative visual content that represents Ederma Clinic’s identity, increases engagement, and strengthens brand awareness among young women audiences. The research method used is qualitative descriptive with data collection through observation, interviews, documentation, and content analysis. The results show that influencer collaboration can improve brand perception, social media engagement, and customer interest in Ederma Clinic. The designed visual content successfully strengthens brand positioning as a trusted and modern beauty clinic.  

Motorcycle communities not only function as a platform for hobbies but also as a medium for shaping identity and image within society. In this context, the role of Public Relations is crucial in maintaining reputation and building positive relationships with the public. A strong brand image helps the community sustain its existence while countering the negative stigma often associated with motorcycle groups. This study aims to explore and analyze the Public Relations planning of Biker Jowo Depok in maintaining its brand image, using the RPACE model (Research, Planning, Action and Communication, Evaluation) by Cutlip & Center (2017). The theoretical framework of this research refers to the concept of Public Relations planning by Cutlip & Center. The method used is qualitative descriptive, with data collection techniques including in-depth interviews, secondary data from the website and Instagram, as well as documentation. Data validity was tested through source triangulation involving the public and community members. The results show that Biker Jowo Depok implements all four dimensions of Public Relations planning according to the RPACE model. The community utilizes social media and various offline activities to build a positive image based on Javanese cultural values, such as togetherness (guyub), social awareness (tanggap), and cultural preservation (nguri-uri). Evaluation is carried out periodically through social media engagement analysis and feedback from members. The main challenges faced include negative stereotypes toward motorcycle communities and competition with other groups. However, through adaptive and collaborative Public Relations strategies, Biker Jowo Depok has succeeded in maintaining its image as a professional, culturally-rooted, and socially conscious community.