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Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving economic growth and providing employment in Indonesia. However, many MSMEs are still utilizing digital technology to leverage social media as a marketing tool and strengthen their branding. This study aims to analyze the use of social media to increase product branding and sales at the Warung Kue HJ. Risna MSME, located in Karang Rejo Village, Balikpapan City. The research method used is a descriptive quantitative approach, with data collection techniques through field observations, direct interviews with MSME owners, and direct mentoring regarding social media use and online store creation. The results of this study indicate that improving social media accounts, creating business locations on Google Maps, and installing business banners with more attractive designs and colors can increase business visibility and understanding of the importance of branding through digital technology, positively impacting market expansion and potentially increasing business sales. This activity is expected to become a model for sustainable digitalization-based MSME mentoring to increase competitiveness in the era of digital transformation.

The use of social media is no longer just for information and entertainment, but has developed into a strategic means in building a positive self-image in the eyes of the public. School students are generally active users of social media whose intensity of use is quite high in daily life. As a group of teenagers who are still in the phase of finding their identity and tend to be emotionally labile, they need the right education to be able to use social media wisely, productively, and responsibly. Community Service activities carried out for students of SMK Wiyata Satya are expected to increase understanding of the importance of personal branding from an early age. Through this activity, students are not only given socialization about the concept of personal branding and social media ethics, but also equipped with practical skills in compiling portfolios and fostering awareness of career planning and goal achievement. At the end of the activity, students presented their self-concept that had been prepared and responded through a questionnaire to evaluate the effectiveness of the entire series of activities.

This community service program aims to enhance the capacity of UMKM Mentari Padangsari in developing visual content to strengthen branding and competitiveness. It is hoped that this training activity will have an impact on the development of MSMEs in Padangsari sub-district.The main problems faced by partners include limited skills in creating product photos, graphic designs, promotional videos, and managing social media consistently. The program was implemented through training, mentoring, and evaluation stages involving 14 UMKM actors in Padangsari Village, Semarang City. Training materials focused on product photography using smartphones, simple graphic design, short promotional videos, visual storytelling, and the use of digital platforms such as social media and Google Business are  considered very necessary in this era of rapid technological development. The results show increased knowledge and skills among UMKM actors in producing more attractive visual content, improving brand identity, and enhancing engagement on social media. This program contributes to strengthening UMKM competitiveness and supports sustainable digital-based marketing practices.

Indonesian Migrant Workers (PMI) face the problem of stigmatization and negative image that has been rooted in public perception for several decades, where the social construction of TKI is dominated by narratives of exploitation, violence, and victimization reinforced by conventional mass media coverage. The phenomenon of TKI emerging as content creators on the TikTok platform opens new opportunities for migrant workers to represent themselves independently and build personal Branding that has the potential to reconstruct their image in public perception. This study aims to analyze the personal Branding strategies of TKI content creators on TikTok, measure the engagement patterns and reach of the content produced, and evaluate the transformation of public perception toward Indonesian migrant workers as an implication of these digital communication practices. This study uses a qualitative approach with a case study design to explore the process of image reconstruction through personal Branding on the TikTok platform. Data were collected through in-depth interviews with five TKI content creators who have followers ranging from 750 thousand to 2.3 million, interviews with 50 active followers, and interviews with two digital communication experts. The research findings show that TKI content creators implement personal Branding strategies through content authenticity, narrative consistency, and positioning differentiation with engagement rates. Public perception changed significantly with a decrease in negative perception from 68 percent to 18 percent and an increase in positive perception from 10 percent to 55 percent within an exposure period of more than 12 months. Image reconstruction occurs through three mechanisms: humanization that displays the human side of TKI, normalization that elevates the profession as work worthy of respect, and inspiration that demonstrates their positive achievements. This study recommends that the government and related stakeholders support digital literacy for migrant workers to optimize social media platforms as a means of empowerment, as well as promote policies that protect and appreciate the contribution of TKI as an integral part of national economic development.

This community service activity aims to enhance participants' digital competency through responsive web design training conducted using integrated webinar and workshop methods. The background of this activity is based on the increasing need for adaptive web development skills across various devices to support digital personal branding. This activity involves university students and the general public and is conducted online utilizing modern communication platforms. The implementation method consists of preparation, implementation, and evaluation stages. In the implementation stage, participants attend webinar sessions to strengthen conceptual understanding of responsive web design principles, followed by workshop sessions that emphasize hands-on practice in website creation using HTML, CSS, and JavaScript. Evaluation is conducted through pre-tests and post-tests to measure program effectiveness. The results show a significant increase in participants' digital competency with an average score increase of 55.8%. These findings indicate that the integration of webinar and workshop methods is effective in improving participants' conceptual understanding and technical skills. This activity is expected to serve as a model for community service based on applicable and sustainable digital competency development.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in driving local economic development, particularly in rural areas that rely on the utilization of local natural resources. However, many MSMEs still face challenges in marketing aspects, especially limited use of digital technology, weak branding, and unattractive product packaging. This community service activity aims to strengthen the marketing strategy of the “Nek Surati” cassava chips MSME located in Dolok Village, Nagori Boluk, Bosar Maligas District, Simalungun Regency. The methods employed include field observations, interviews with MSME actors, descriptive analysis of existing problems, and practice-based (hands-on) assistance through digital marketing training, improvement of packaging design, and strengthening of product branding. The results indicate an increase in the digital readiness of the MSME actor, as evidenced by the adoption of WhatsApp Business, the creation of digital product catalogs, and the utilization of social media as a promotional tool. In addition, improvements in packaging design and brand identity enhanced the visual appeal and product image in the eyes of consumers. This assistance activity had a positive impact on improving the marketing capacity of the MSME and opened opportunities for expanding market reach. With continuous assistance, the “Nek Surati” cassava chips MSME has the potential to increase its competitiveness and contribute more significantly to the local economy.

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.

This study aims to describe the implementation of school promotion at SDI Technopreneur An Nadwah as an effort to increase the interest of prospective new students. The research employs a descriptive qualitative method with data collection techniques including observation, informal interviews, and document analysis. The results show that the basic concept of SDI Technopreneur An Nadwah is based on the national curriculum integrated with technopreneurship programs, tahfiz, and the cultivation of Islamic character habits. The promotional strategies used include publication through social media, school branding programs, collaboration with PAUD/TK institutions, open house activities, and the distribution of printed media. Promotional implementation is carried out in a structured manner through the creation of digital content, the organization of public events, and the provision of digital-based PPDB (new student admission) information services. The obstacles encountered include limited promotional human resources, content consistency, and competition among schools; however, these can be addressed through the formation of a dedicated promotion team, strengthening the school’s flagship content, and optimizing digital media. This study concludes that effective school promotion can enhance institutional visibility and attract the interest of prospective new students more optimally.

City branding is a strategic approach to enhancing a city's competitiveness by leveraging unique local characteristics to create a strong and distinctive identity. This study examines the role of semanggi—a traditional Surabaya dish—as a cultural icon in strengthening the city's branding. Although semanggi carries deep symbolic meaning and historical significance for Surabaya’s residents, its potential as a city branding asset remains underutilized in formal tourism and marketing programs. Adopting a qualitative exploratory case study design, data were collected through in-depth interviews, participant observation, and document analysis involving local stakeholders, small and medium-sized culinary enterprises, cultural figures, and municipal representatives. Thematic analysis identified five key dimensions of semanggi’s role in city branding: (1) visual representation in urban spaces and promotional media; (2) cultural narratives and heritage preservation; (3) community pride and participation; (4) local economic resilience; and (5) strategic promotion by municipal authorities. The findings suggest that integrating semanggi into Surabaya’s branding strategy can reinforce cultural identity, differentiate the city in competitive tourism markets, and promote sustainable local entrepreneurship. The study contributes to the theoretical discourse on culinary-based place branding and offers practical recommendations for incorporating local wisdom into destination marketing. Limitations include the single-case scope and qualitative focus, pointing to opportunities for comparative and mixed-method research in the future.  

Abstract. The rapid growth of social media has significantly changed communication patterns, self-expression, and employment opportunities, especially among younger generations. However, among vocational high school students, social media use is still largely focused on entertainment and has not been optimally utilized for skill development, personal branding, or economically productive activities. Addressing this issue, a community service program was conducted to enhance the knowledge, understanding, and practical skills of students at SMK YBPK Pare in creating creative, structured, and relevant social media content in line with the demands of the digital era in 2024. The program was implemented through the delivery of conceptual materials on social media fundamentals, content planning strategies, and effective content creation techniques. These materials were strengthened through interactive discussions and hands-on practice using smartphones and accessible editing applications. The participants included 40 students from grades X, XI, and XII, representing Generation Z with high social media usage intensity. The results showed improved student understanding of the purpose of social media, basic digital content concepts, and communicative content creation techniques. Students were able to produce simple promotional content to support school branding. In addition to technical skills, the program increased awareness of social media as a tool for self-development, digital literacy, and future employment or entrepreneurial opportunities, thereby contributing positively to students’ digital competencies and work readiness.

This study examines the management of Kediri Nite Carnival (KNC), an annual event organized by the Kediri City government to commemorate the city's anniversary and showcase local arts, culture, and tourism potential. This research uses qualitative methodology and employs literature analysis, observation, and documentation as case study methods. The Miles and Huberman interactive model is used to analyze the data. The Kediri City Tourism Office has implemented each stage of event management according to Goldblatt's concept: research, design, preparation, coordination, and evaluation. The focus of the research was to determine the objectives and target audience; the design highlighted the local cultural theme “Exotic Flower in Paradise”; planning included budget planning, scheduling, and promotional strategies through social media and collaboration with local media; coordination was carried out through task distribution and cross-team communication; and evaluation assessed the success of the event based on community feedback and its effects on tourism and the local economy. The research results show that KNC plays an important role in improving the public's perception of Kediri City as a creative and cultured city. However, efforts to increase the number of tourist visits in the long term still need to be made. It is hoped that these findings will help the local government develop a sustainable tourism communication plan.

This study aims to analyze rebranding strategies and marketing communication in building the brand equity of Kopi Bawang Dayak as a regional flagship product. Kopi Bawang Dayak is a local product innovation based on the indigenous wisdom of Kalimantan that has functional and economic potential; however, it still faces challenges such as weak brand identity, unclear positioning, and ineffective marketing communication. This research adopts a qualitative approach using a descriptive method. Data collection techniques include interviews with business actors and consumers, observations of visual identity and promotional media, documentation, and literature review. The results indicate that rebranding strategies implemented through logo updates, packaging redesign, and the reinforcement of local values are able to enhance brand awareness and brand associations among consumers of Kopi Bawang Dayak. Furthermore, marketing communication that emphasizes storytelling, health benefits, and local cultural values through social media contributes to increasing perceived quality and building consumer trust. The synergy between rebranding strategies and marketing communication is proven to play a significant role in strengthening the brand equity of Kopi Bawang Dayak. This study concludes that integrating local identity with modern marketing approaches is a key factor in enhancing the competitiveness of regional flagship products in broader markets.

Micro, small, and medium enterprises (MSMEs) play a strategic role in supporting the local economy, but still face limitations in the use of technology and market expansion. The Banana Chip MSME (Toko Agung) in Banatorejo Village, Tapango District, Polewali Mandar Regency is one of the local food businesses that has potential, but its management is still traditional. This community service activity aims to develop technology-based MSMEs to increase product competitiveness. The methods used are participatory assistance through observation, interviews, training, and evaluation, with a focus on digital marketing, packaging and branding improvements, and strengthening simple business management. The results of the activity showed an improvement in packaging quality, expansion of marketing reach through digital media, and improvements in business financial record keeping. Technology-based development has a positive impact on the readiness of MSMEs to face broader market competition. The implications of this activity show that integrated technology assistance can be an effective strategy in increasing the competitiveness and sustainability of local food MSMEs.

The utilization of digital technology in the Industry 4.0 era has become crucial for vocational high school (SMK) students to build economic independence. However, partners at SMKN 1 Selo still face obstacles in optimizing social media and digital platforms as effective promotional tools for student work and self-development. This community service activity aims to enhance students' understanding and skills in using social media (Instagram, TikTok) and other digital platforms as creative marketing instruments. The method employed is a descriptive qualitative approach through participatory training, which includes material presentation on digital branding strategies, visual content creation practices, and copywriting techniques. The results of the activity indicate a significant improvement in students' technical abilities, where they demonstrated the capacity to produce engaging promotional content and understand social media algorithms to reach a wider audience. This study aims to describe the process and impact of utilizing social media and digital platforms as promotional tools for SMKN 1 Selo students. The primary focus of this activity is to provide a deep understanding of personal branding strategies and creative product marketing in the digital age. Through this program, it is expected that SMKN 1 Selo students will possess higher digital competitiveness and the ability to leverage the digital ecosystem to support the promotion of vocational products and their professional profiles in the future.

The rapid development of digital technology has brought significant changes to the business landscape, transforming how products are marketed, services are delivered, and business relationships are built. In this context, students, as future members of the workforce and potential entrepreneurs, are required to possess strong digital literacy skills in order to effectively face challenges and seize emerging business opportunities. This study aims to analyze the importance of digital literacy in supporting students’ readiness to respond to future business trends. The research employed a descriptive approach using a literature review and observations of the entrepreneurship learning process in vocational schools. The findings indicate that digital literacy plays a crucial role in enhancing students’ creativity, adaptability, and ability to utilize digital platforms for online marketing, branding, and business communication. Furthermore, digital literacy helps students understand market dynamics, analyze consumer behavior, and adopt innovative business models that align with technological developments. Students with adequate digital literacy are better prepared to face rapid changes in the business environment and demonstrate higher confidence in applying technology to entrepreneurial activities. In conclusion, the integration of digital literacy into entrepreneurship education is essential to produce competitive, innovative, and adaptable graduates who are capable of thriving in the digital era and contributing to sustainable economic development.

The transformation of public governance has encouraged a paradigm shift in public service delivery, from an administrative and procedure-oriented approach toward a citizen-centered and value-based model. In this context, public sector marketing has emerged as a strategic instrument to enhance service quality, institutional image, public participation, and trust. This study aims to examine the contemporary implementation of marketing strategies and planning in the public sector, with particular attention to their effectiveness and contextual relevance. The research adopts a qualitative descriptive approach through a systematic literature review of selected scholarly publications addressing public sector marketing, strategy implementation, digital governance, and public service management. The findings indicate that public institutions increasingly apply marketing principles not as commercial activities, but as mechanisms for creating public value through strategic communication, digital engagement, institutional branding, and stakeholder collaboration. However, the effectiveness of implementation varies across organizations and is strongly influenced by leadership capacity, human resources competence, organizational culture, and technological support. The study also reveals that public sector marketing strategies must be adapted to social, cultural, and institutional contexts, as private-sector models cannot be directly transferred. Theoretically, this study strengthens the positioning of marketing as an integral component of public governance. Practically, it provides insights for public organizations to develop contextual, responsive, and sustainable marketing strategies to improve public service performance and trust.

This study aims to analyze the digital marketing strategies implemented to enhance branding in the Muslim fashion business at the "Hilya Collection" Store in Lamongan. Using a deductive qualitative approach, data were obtained through online interviews and literature studies from various sources, such as books, articles, journals, and relevant social media. The "Hilya Collection" Store utilizes social media for product promotion, collaborating with agents and resellers through WhatsApp groups, Instagram Reels, Shopee accounts, Facebook, and TikTok. This digital marketing strategy helps the store build strong branding, increase customer trust, and expand its market reach globally. With consistent implementation of the right digital strategy, this business can compete in a wider market, reach more Muslim customers, and have a positive impact on the store's development. It is hoped that the implementation of this digital marketing strategy will continue to support the growth and success of the "Hilya Collection" Store in facing increasingly fierce market competition.

Communication is a fundamental element in the development of entrepreneurship, particularly within edupreneurship, which integrates educational innovation with entrepreneurial values to address contemporary challenges in education. In an increasingly competitive and digitally driven educational landscape, edupreneurs are required not only to possess pedagogical competence but also strong communication skills to sustain and scale their initiatives. This study aims to analyze the role of effective communication in strengthening edupreneurship competencies. The research employs a literature review method by synthesizing and analyzing relevant theories and previous studies on communication, entrepreneurship, and edupreneurship. The findings indicate that effective communication plays a significant role in enhancing key edupreneurship competencies, including negotiation skills, leadership capacity, personal branding, and adaptability to digital transformation. Communication also functions as a strategic tool for building trust, expanding professional networks, fostering collaboration, and creating supportive learning ecosystems within educational enterprises. Moreover, effective communication enables edupreneurs to articulate value propositions clearly, manage stakeholders efficiently, and respond flexibly to dynamic changes in educational markets. The implications of this study emphasize that communication competence is not a complementary skill but a core requirement for sustainable edupreneurship development. Therefore, systematic communication training and the integration of communication-based learning strategies are strongly recommended within entrepreneurship education programs, particularly for prospective edupreneurs, to support long-term innovation, competitiveness, and sustainability in the education sector.

This research aims to identify the personal branding strategy implemented by Nusaibah Jazuli, a PKS faction member of the South Tangerang City Regional People's Representative Council (DPRD), in building a positive image during the 2024 Election campaign. The advancement of social media has transformed how politicians build and manage their self-image, making a strong personal brand a crucial tool for young politicians to achieve credibility and differentiation amid fierce competition. Employing a qualitative descriptive method, the study analyzes Nusaibah's approach using the Personal Branding Pyramid framework (determine who you are, determine what you do, position yourself, and manage your brand). The findings indicate that this strategy successfully built her reputation and credibility. This success is underpinned by the "Determine Who You Are" commitment, exemplified by donating her entire salary to community welfare. The "Determine What You Do" strategy is reinforced by tangible actions, including distributing 1,000 basic necessity packages and advocating for school bus services. Furthermore, she applied "Position Yourself" as a humble, people-oriented leader who is highly responsive to citizens' concerns, presenting herself as an equal to the community. Finally, "Manage Your Brand" involves consistent and continuous image maintenance. Overall, Nusaibah's ability to engage in relatable political communication successfully won public support and enhanced her reputation.

There has been slow development and the competitiveness of MSMEs in general is still limited. Where most MSMEs are only able to produce, but have not been able to market their products better. This weak marketing is not only a market issue, but many other aspects directly and indirectly influence it so that many MSME businesses are slow to develop. Therefore, this community service activity is carried out with a program to increase the competitiveness of MSMEs. This was carried out in Klandasan Ilir Village, Balikpapan City District, where the strengthening activity was carried out through a seminar by inviting MSMEs in RT 39 and RT 43. The target or target of this activity is MSME actors, who already have businesses or PKK cadres who want to start their businesses. Where these MSME actors still have limitations in marketing their products on social media. With this activity, it is hoped that it can develop and motivate MSME actors to develop their businesses, so that MSME products will be better known. Efforts to increase the competitiveness of MSMEs through digital transformation and branding revitalization. With digital transformation and branding revitalization, MSMEs can build their product brands and be able to compete in the market. MSMEs also provide brief training on basic product photography techniques, such as shooting from above and from the side to enhance product details. This training also helps MSMEs improve their skills in creating digital content in the form of product photos or videos.