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This study highlights the role of social media, particularly Instagram, as a digital communication tool to promote and preserve the local culture of Paubokol Village. This village has a unique cultural heritage, but its recognition and appreciation are still limited among people outside the area. By utilizing Instagram as the primary medium, this study focuses on effective digital communication strategies in presenting visual content and cultural narratives. The communication techniques applied include selecting representative images, creating engaging stories, and delivering information interactively to attract a wider audience. The results of this activity indicate that the use of Instagram not only increases public awareness of the cultural values ​​of Paubokol Village but also builds more constructive relationships between local residents and viewers from outside the area. Engaging visual content and informative narratives play a significant role in fostering a higher appreciation of cultural heritage and encouraging support for the preservation and development of the village's potential. This study illustrates how social media can function as a strategic communication tool in promoting local culture, expanding the reach of information, and creating a dynamic space for cultural interaction between the village community and the wider public. These findings open up opportunities for the development of more innovative digital strategies for local cultural preservation.  

Local food innovation is not only focused on product development but also requires effective communication strategies to build positive perceptions and enhance market competitiveness. This study aims to analyze the implementation of innovation communication strategies by micro, small, and medium enterprises (MSMEs) in developing papaya-based chili chips as a flagship product in Nagori Karang Anyar, Gunung Maligas District, Simalungun Regency. The research employs a descriptive qualitative approach, focusing on the product innovation process, marketing communication patterns, and efforts to build product image amid competition in the local food industry. The findings indicate that innovation communication strategies play a crucial role in creating product differentiation through narratives of unique taste, utilization of local raw materials, and promotional strategies combining traditional methods and digital media. Papaya chili chips are positioned as a product that blends distinctive local flavors with a modern touch, attracting consumer interest and increasing the added value of papaya as a local commodity. This study emphasizes that the success of local food innovation depends not only on product quality but also on the ability of MSMEs to manage adaptive and persuasive communication strategies.

This community service activity aims to improve students' understanding of the basic concepts of digital marketing and simple branding at Al-Ihsan Doglo Vocational School as a starting point for fostering an entrepreneurial spirit. This activity was carried out using a descriptive qualitative approach with methods of socialization, observation, interactive question and answer sessions, and documentation throughout the activity. The material provided included an introduction to information technology, digital marketing concepts, the use of social media as a promotional tool, and basic product branding principles that are easy for students to apply. The results of the activity showed an increase in students' understanding of digital marketing concepts, how to utilize social media productively, and an introduction to basic branding elements such as product names, logos, and brand images. The enthusiasm of the participants during the activity indicated that the socialization method used was effective in improving basic digital marketing literacy. This activity is expected to encourage students to be more creative, innovative, and ready to face the challenges of the business world in the digital era.

The rapid development of digital communication has encouraged social organizations to optimize online-based donation campaigns. Grandma Foundation still faces limitations in utilizing visual content, particularly video, due to the limited video editing skills of its volunteers. This Community Service Program aimed to enhance volunteers’ capacity in producing creative video content to strengthen the foundation’s online donation campaigns. The program employed a participatory educational approach through video editing training, content production assistance, campaign video simulations, and output evaluation. The activity was conducted on October 25–26, 2025, involving 20 volunteers of Grandma Foundation in South Tangerang. The results indicate an improvement in volunteers’ understanding and skills in visual storytelling, video editing techniques, and social media content distribution strategies. The program produced campaign videos that were more communicative, persuasive, and aligned with the characteristics of digital audiences. This initiative contributed to strengthening the foundation’s institutional image, expanding the reach of online donation campaigns, and enhancing the readiness of human resources to respond to digital communication challenges.

Oatside as one of the local oat drink brands chose Maudy Ayunda as a brand ambassador to strengthen the product's image among TikTok users. The selection of public figures who have a positive reputation, academic achievements, and intellectual image is expected to be able to increase consumer trust in products. However, the effectiveness of the credibility of a public figure in influencing the buying interest of the audience still needs to be tested empirically. This study aims to determine the relationship between Maudy Ayunda's credibility as a brand ambassador and the interest of TikTok account @oatside.id followers to Oatside products. The research uses a quantitative approach with a correlational method and is based on the Theory of Source Credibility which includes three main dimensions, namely expertise, trustworthiness, and attractiveness. The research sample amounted to 99 respondents who were followers of the TikTok account @oatside.id and were obtained using a simple random sampling technique. Data analysis was carried out descriptively and inferentially through the Spearman Rank correlation test to find out the relationship between variables. The results of the study show that Maudy Ayunda's credibility has a significant and positive relationship with the buying interest of followers with a moderate level of relationship, so that the credibility of brand ambassadors plays an important role in digital marketing strategies through social media.

The advancement of digital technology has led to the extensive adoption of social media by teenagers. Social media has become a means of communication, entertainment, and an easily accessible source of information, but its use also has various impacts on adolescent mental health. This study aims to examine the influence of social media on adolescent mental health through a literature review approach. The method used was a literature review, reviewing various scientific journals, books, and academic articles relevant to the topic of social media and adolescent mental health. The data obtained was analyzed descriptively and qualitatively to identify patterns of findings and trends in previous research. The findings of the research show that social media usage has both beneficial and detrimental effects on the mental health of adolescents. On the positive side, social media also can be means of self-expression, expanding social networks, and obtaining emotional support. However, excessive and uncontrolled social media use possesses the ability to create adverse effects, such as increased anxiety, stress, depression, low self-confidence, and impaired self-image due to social comparison. Furthermore, exposure to negative content, cyberbullying, and pressure to gain social approval also contribute to the decline in adolescent psychological well-being. The duration of use, the type of platform, and adolescents' ability to manage emotions and time also influence the level of perceived impact. Therefore, the active role of parents, educators, and the social environment is needed to provide guidance and digital literacy education so that teenagers can utilize social media sensibly. Through effective management, it is anticipated that social media can be used constructively while prioritizing adolescent mental health.

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.

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.

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.

In today’s digital era, social media has become a new space for individuals to develop their personal creativity. This study analyzes the content strategy of the TikTok account @buiramira in building audience engagement and understanding the impact it has on the account’s image. The background of this research stems from the phenomenon of increasing social media usage, particularly TikTok, as a means of communication, entertainment, and promotional media. Using McGuire’s information processing theory, the study finds that followers’ perceptions of the TikTok account @buiramira as a source of information for thesis learning are very positive, making it suitable as a learning platform. The content presented not only provides technical knowledge but also shapes students’ attitudes and behaviors in facing the thesis process.This research employs a descriptive qualitative method  with data collection techniques including content observation, interviews, and documentation. The results show that the @buiramira account successfully builds strong interaction with its audience through consistent uploads, the use of a communication style that feels close to viewers, and the utilization of current trends. In addition, the study finds that audience engagement is strongly influenced by a combination of content creativity, relevant topic selection, and the account owner’s ability to maintain emotional closeness with followers. These findings emphasize the importance of well-planned digital communication strategies in managing social media accounts, so that they can provide benefits both personally and professionally.

Digital transformation in education requires Early Childhood Education (ECE) teachers to develop competencies in utilizing digital-based learning media. However, in rural ECE contexts, the use of technology remains limited due to the lack of contextual and sustainable training. This community service program aims to enhance the digital learning media competencies of teachers at PAUD Ath-Thoyyibah in Pangadegan Village through the Asset-Based Community Development (ABCD) approach. The program was implemented through stages of community asset mapping, collaborative action planning, practice-based training, and post-training mentoring and reflection. The results indicate that ECE teachers were able to develop simple digital learning media based on images, videos, and audio tailored to early childhood characteristics. In addition to improving technical skills, the program increased teachers’ self-confidence and fostered collaborative networks within the educational community. These findings demonstrate that the ABCD approach is effective in strengthening ECE teacher capacity by emphasizing local asset utilization and active community participation. This program contributes to improving the quality of early childhood learning and strengthening adaptive educational communities in response to technological 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.

Development of digital media has driven significant changes in public relations practices, particularly through the implementation of Digital Public Relations (Digital PR) as an organizational communication strategy. Digital PR allows companies to build two-way relationships with the public and shape brand image in a more interactive and sustainable manner. This study aims to analyze the influence of Digital Public Relations on Dove's brand image in the #RealBeauty campaign. The study uses a quantitative approach with a survey method involving 100 social media users who are aware of the #RealBeauty campaign. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression. The results of the study show that Digital Public Relations has a significant effect on Dove's brand image. Digital PR elements such as the quality of digital content, interactivity, message credibility, and value consistency have been proven to contribute to shaping positive consumer perceptions. This study affirms the strategic role of Digital PR in building a brand image based on social values in the digital era.

Community Service Program (KKN) is an implementation of the Tridharma of Higher Education aimed at dedicating knowledge and technology to society. This article analyzes the implementation of the KKN program by students of Universitas Trunodjoyo Madura Group 30 in Buddagan Village, Pademawu District, Pamekasan Regency, focusing on community empowerment through aspects of environment, education, entrepreneurship, and village digitalization. The activities were carried out using a participatory approach with observation techniques, interviews, and discussions with the community and village stakeholders. The flagship programs include the socialization of used cooking oil for making aromatherapy candles, installation of environmental education plaques, anti-bullying socialization at SDN Buddagan 2, and the creation of the official social media for Buddagan Village. The results show an increase in community awareness, especially among PKK mothers, regarding the health and environmental dangers of used cooking oil and the potential for a creative economy based on domestic waste. The anti-bullying program successfully instilled empathy and mutual respect values in students, while the village digitalization strengthened public access to information and a positive village image. The KKN program in Buddagan Village has had a positive impact on social behavior changes in the community and serves as a model for sustainable community service.

This study aims to determine the role of social comparison and body image on appearance anxiety in adolescent girls. Social pressure and media exposure with ideal beauty standards make adolescent girls vulnerable to engaging in social comparison and developing a negative body image, which triggers appearance anxiety. This study used a quantitative approach with a correlational design involving 107 adolescent girls aged 18–24 years through convenience sampling. Data were collected using a Google Forms questionnaire consisting of three instruments: the Iowa-Netherlands Comparison Orientation Measure, the Multidimensional Body-Self Relations Questionnaire, and the Social Appearance Anxiety Scale. Data analysis used Spearman correlation and multiple linear regression. The results showed that social comparison has a significant positive relationship with appearance anxiety (r = 0.544, p < 0.001), and negative body image is related to increasing appearance anxiety. The higher the tendency to engage in social comparison and the more negative the body image, the higher the appearance anxiety experienced. The findings emphasize the importance of understanding the psychological dynamics of appearance evaluation and strategies to strengthen positive body image in adolescent girls.

This study critically examines the emerging phenomenon of celebrity preachers as a significant form of religious commodification within the realm of digital da’wah. The rapid proliferation of social media has fundamentally transformed how religious messages are disseminated, with platforms like YouTube, Instagram, and TikTok becoming primary channels. Utilizing a quantitative methodology that combines comprehensive literature studies with online questionnaires distributed to social media users, this research investigates public perceptions regarding digital da’wah practices and high-profile preachers. The findings reveal a commodification process characterized by three key aspects: the tailoring of content to suit market preferences, the shift of audiences into active consumers, and the strategic construction of public images by preachers to sustain popularity. While respondents value the accessibility of digital da’wah, they strongly emphasize the necessity of ethical boundaries to preserve its spiritual essence. Consequently, digital da’wah requires sincerity, scholarly integrity, and moral responsibility to remain an authentic medium for Islamic teachings.

The development of social media has shifted the way humans interpret spirituality and construct self-identity, giving rise to the phenomenon of digital religiosity that is all-visual, instant, and performative. This study aims to analyze how representations of spirituality in social media culture contribute to the crisis of self in modern humans, by interpreting this phenomenon through the metaphysical perspective of Seyyed Hossein Nasr. Using a qualitative approach with a descriptive-analytical design that enriches digital ethnography, this study collects data through documentation of spirituality-themed content on TikTok, Instagram, and YouTube, as well as a literature review of Nasr's works and literature related to digital spirituality. Thematic analysis shows that spirituality in social media is formed through symbolic aestheticization, the commodification of religious values, and identity performances oriented towards algorithms and public validation. These findings demonstrate the symptoms of the desacralization of modernity as criticized by Nasr, namely the erosion of spiritual depth due to the dominance of images and the narrowing of transcendent meaning. This study emphasizes that social media is not just a medium, but a space for the formation of consciousness that can facilitate and endeavor the spiritual search of modern humans. Theoretically, this research contributes to the study of digital spirituality and the critique of modernity; In practice, he encourages more critical digital literacy so that people can manage spiritual experiences more authentically.

This study is motivated by the crucial role of government public relations in managing effective communication in the digital era, particularly through cooperation with online media to ensure public information is delivered widely, accurately, and credibly. The research aims to analyze the implementation of media relations strategies carried out by the Public Relations Office of the South Tangerang City Social Service, focusing on three main aspects: managing media relations, developing information dissemination strategies, and building cooperative networks with online media. This study employs a qualitative approach using descriptive methods, with data collected through in-depth interviews and documentation. The theoretical framework is based on Yosal Iriantara’s (2019) media relations strategy, which emphasizes relationship management, communication strategies, and network development. The findings indicate that media relations are implemented through formal and informal communication, openness to media needs, the preparation of informative and community-oriented content, and continuous formal and informal collaboration with online media. Overall, the implementation of media relations strategies contributes to building a positive institutional image and enhancing public trust, although challenges remain, including limited advertorial budgets and human resource constraints.

This study aims to analyze the influence of the @starbucksindonesia account's use of Instagram as a communication medium on brand image following the pro-Israel boycott. The boycott arose from Starbucks' alleged involvement in the Israeli-Palestinian conflict, which triggered a decline in its reputation and negative sentiment among Indonesians. In this situation, Instagram, as a visual-based social media platform, was utilized as a primary means of shaping public opinion and responding to the crisis. The study employed a quantitative approach using an online questionnaire survey. Respondents were 100 followers of the @starbucksindonesia Instagram account, aged 18–35, and former Starbucks customers. Data analysis was conducted using validity and reliability tests, simple linear regression, t-tests, and coefficients of determination using SPSS version 27. The results showed that all research instruments were valid and reliable. The main finding demonstrated that Instagram use had a statistically significant effect on Starbucks' brand image. The coefficient of determination value indicated a strong relationship, indicating that the majority of changes in respondents' perceptions were influenced by communication via Instagram. This research supports the Uses and Effects theory, which states that social media not only serves as an information provider but also has the ability to shape consumer perceptions and attitudes. Therefore, Instagram plays a strategic role in digital communications for crisis management and brand image restoration.