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This study analyzes the stage identity practices of the dangdut music group Sri Mules as a  cultural branding strategy in Pantura dangdut performances. In contrast to common dangdut performance patterns that position the singer as the primary visual focus, Sri Mules adopts a performative approach that foregrounds accompanying musicians as the main visual actors through the use of unconventional costumes and collective stage actions. Employing a qualitative approach with a case study strategy, this research draws on visual documentation of performances circulated on social media during the group’s active phase (2020–2021), complemented by semi-structured interviews and reflective observations. Data were analyzed using the interactive model proposed by Miles and Huberman, informed by performance theory (Schechner) and the concept of cultural branding (Holt). The findings indicate that Sri Mules’ stage identity is constructed and reproduced through consistent visual deviation and collective performativity, functioning as a strategy of symbolic differentiation in the Pantura dangdut performance landscape. This study highlights the role of accompanying musicians as active agents in shaping the visual identity of dangdut performances.

Instilling local wisdom values in early childhood is crucial for strengthening cultural identity and contextual learning. Learning media based on local wisdom needs to be developed and its effectiveness evaluated in early childhood education. This study aims to evaluate the quality of local wisdom-based instructional media for early childhood education across five aspects: systematics, language, substance, graphics, and usefulness. A descriptive quantitative survey was conducted with 100 early childhood teachers in Surakarta. The instrument was a validated questionnaire using a four-point rating scale. Reliability testing confirmed internal consistency, and ethical protocols (informed consent, anonymity) were observed. The research results show that, Findings reveal that systematics and usefulness scored highest, showing that the media is well-structured and supportive for teaching practice. In contrast, the substance and graphic aspects scored lower, indicating limited content depth and visual quality. Divergent views were noted on the use of foreign terms. Local wisdom-based instructional media is highly relevant and useful, but improvements are required in substance integration and visual design. This study contributes novelty by providing a comprehensive evaluation framework for media grounded in local culture. Practical implications highlight the importance of contextualizing media development for teachers, while future research should examine direct impacts on children’s learning outcomes.

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.

The documentary film “Dari Rasi Jadi Mimpi: Langkah Menjaga Tradisi” was an audiovisual work that portrayed the life and traditions of the Cireundeu Indigenous Community in Cimahi, West Java, with a focus on the consumption of Rasi (cassava rice) as a symbol of food security and cultural identity. The background of this work was based on concerns regarding the gradual marginalization of local traditions due to modernization and changing consumption patterns. This project aimed to document and visually represent the cultural values of the Cireundeu Indigenous Community through an ethical and authentic documentary approach. The production stages consisted of preliminary research, field observation, visual concept development, filming, and post-production. During the production process, the author acted as the Director of Photography (DoP), responsible for visual planning, camera blocking, composition, and lighting strategies adapted to the indigenous environment and technical limitations on site. The results indicated that a visual approach prioritizing authenticity, the use of natural lighting, and visual ethics successfully strengthened the documentary narrative without diminishing its aesthetic value. In conclusion, this documentary functioned not only as an audiovisual work but also as a cultural archive, an educational medium, and a sustainable tool for promoting local culture.

Pedestrian is one of the most important public spaces for urban areas. On the border of Muara Enim city has a pedestrian that attracts attention, namely the pedestrian welcome intersection kepur. Simpang Kepur pedestrian has a border gate that is the center of attention and the first impression when entering the city of Muara Enim so that it has the opportunity as a face or symbol of the identity of the city of Muara Enim. Visually, the existence of pedestrians and gates at the Kepur intersection looks quite attractive but functionally it is not in accordance with the characteristics of pedestrian activities on the pedestrian so that research is needed to rearrange the previous design so that the function of the pedestrian becomes even better. The method used is qualitative through observation based on facts and activities in the field. Analysis based on the impression of place and activity on the pedestrian. The results obtained that there is a need to change the appearance of the color processing so that the pedestrian becomes more alive, need to keep the pedestrian so that there is no loss or damage, the need for guardrails or vegetation / view barrier plants in the area behind or beside the pedestrian, rearrangement of plants that can absorb dust and can absorb noise, and arrangement of street furniture, namely visual recommendations for a wider bus stop design, replace permanent seating, replace permanent trash.

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.

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.  

Palgunadi Selatan Village, RT 07/RW 05, Bulu Lor Subdistrict, North Semarang, possesses distinctive local potential in the form of community-based grape cultivation. However, this potential has not yet been systematically integrated into spatial and environmental planning at the neighborhood scale. This community service program aims to identify local potential and environmental constraints, formulate a design concept for a grape-based thematic village, and strengthen collaboration between residents, universities, and local stakeholders. The implementation method employs field observation, identification of potential and problems, environmental analysis, participatory discussions with the  community, and formulation of a spatial design concept. The results of the program are presented in the form of a conceptual design for the Grape-Based Thematic Village along Palgunadi Selatan Street, which includes gateway elements, pedestrian pathways, communal seating areas, pergola systems for grape cultivation, neighborhood bridges, vertical planting systems, and security posts. This design concept enhances environmental quality, strengthens the visual identity of the neighborhood, and creates opportunities for community-based economic activities and educational tourism. Furthermore, the program contributes to increased community awareness and participation in environmentally responsive and locally based neighborhood development, supporting the realization of a more organized, attractive, productive, and sustainable urban settlement.

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.

The film Habibie & Ainun not only presents a love story of two important national figures but also represents Indonesia’s historical journey through an emotional and inspiring personal narrative. The film combines elements of romance with social, political, and national development contexts, giving it significant potential as a popular medium for historical learning. This study aims to analyze how the film can be utilized as a medium for historical education, particularly in instilling values of nationalism, exemplary leadership, and the spirit of innovation among the wider public, especially the younger generation. This research employs a qualitative approach using narrative analysis to explore visual representations, character dialogues, and storylines that portray B.J. Habibie’s struggle to develop the national technology industry amid political and social dynamics and limited resources. The results indicate that Habibie & Ainun functions as an effective historical learning medium because it successfully connects historical facts with emotional elements that are easily understood and accepted by the public. Through the depiction of the main character’s exemplary qualities, values of dedication, and love for the nation, the film makes a significant contribution to strengthening national identity and enhancing public appreciation of contemporary Indonesian history.

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 community service activity aims to improve the effectiveness of Batikayudewi MSME digital promotion by maximizing the use of Instagram as the main marketing platform. Initial observations show that although MSMEs have been regularly uploading content every day, the promotion of workshop packages as the main product has not been running well. Through a series of activities including observation, interviews, guidance in content creation, and improvements to the publication strategy, the PKM team helped improve the quality and consistency of promotional materials. The results of these activities showed an increase in the number of followers, viewers, and positive interactions on both Instagram accounts, both the main account and the supporting account created during the program. In addition to improvements on social media, business owners also gained a deeper understanding of the basic principles of digital marketing, the importance of informative visual content, and consistency in building brand identity. Overall, this community service activity successfully improved the promotional capabilities of MSMEs and strengthened Batikayudewi's readiness to utilize digital media as a sustainable marketing tool.

The empowerment program for Micro, Small, and Medium Enterprises (MSMEs) in Takaras Village, Manuhing Subdistrict, Gunung Mas Regency, was carried out to address the problem of low business visibility due to limited promotional media and minimal use of digital technology. Most MSMEs still relied on traditional word-of-mouth promotion, which restricted market reach and reduced competitiveness. To overcome this, the KKN Reguler I Team Group 55 of the University of Palangka Raya implemented activities consisting of informational banner installation and business location registration on Google Maps. The methods included field surveys, banner design planning using simple digital tools, direct assistance in location registration, and banner installation at business sites. The program involved 26 MSMEs, of which 18 received banner support. The installation of banners provided a clearer visual identity for each business, while the use of Google Maps significantly improved consumer accessibility to business locations and services. The results showed that the combination of offline (banners) and online (Google Maps) promotion was effective in increasing product visibility, attracting more customers, and strengthening consumer trust. This initiative also encouraged MSMEs to adopt digital technology in their marketing strategies. Overall, the program made a tangible contribution to the digital transformation of local MSMEs and laid the foundation for sustainable community economic competitiveness

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 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.

Food tourism is increasingly recognized as a strategic component in enhancing the competitiveness of tourism destinations, particularly thru the development of local cuisine based on local wisdom. However, most research still views digital platforms as partial promotional tools and has not yet studied how to use them systematically to build a sustainable culinary tourism ecosystem. The purpose of this study is to examine how digital platforms contribute to the development of local cuisine and how they contribute to the strengthening of sustainable culinary tourism. This is the culinary tourism destination that is the subject of this study, which was conducted using the case study method. Data was collected thru in-depth interviews with culinary MSME producers, destination managers, and tourists, as well as online observations via social media, travel review platforms, and culinary markets. The research results show that the value of tourism experiences can be enhanced, destination identity strengthened, and active participation of local SMEs increased thru the integration of digital platforms that connect visual promotion, tourist interaction, and digital culinary stories. The latest finding in this research is the development of a multi-platform digital integration model that serves not only as a marketing tool but also as a collaborative ecosystem that helps local economic growth, preserves culinary cultural heritage, and enhances the competitiveness of tourist destinations. The results of this research contribute conceptually and practically to building sustainable digital-based culinary tourism strategies.

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.

Islamic architecture in the archipelago cannot be understood as simply a transfer of physical forms from the Middle East to Southeast Asia. It is the result of a deep cultural dialogue between universal Islamic principles and local wisdom that has been formed since pre-Islamic times. When Islam spread in the archipelago, it did not exist as a force that negates Hindu, Buddhist, and vernacular traditions, but rather proceeded through visual and structural synthesis that gave birth to a distinctive and hybrid Islamic architectural identity. One of the most iconic manifestations of this process is the use of overlapping roofs in historic mosques such as the Great Mosque of Demak and the Great Mosque of Banten. Different from typical Persian or Mediterranean stone domes, this multi-storey wooden structure is inspired by the concept of Meru in Hindu-Javanese architecture. The choice is not only symbolic, but also a functional adaptation to the tropical climate, as it allows for efficient rainwater disposal as well as optimal natural ventilation. Spatially, the placement of mosques follows the concept of Catur Gatra Tunggal, which is the integration of mosques with squares, government centers, and markets. This pattern reflects the integration between the spiritual, political, and economic life of the community. In the interior, the use of Saka Guru shows the appointment of local construction techniques as the main element of worship buildings. Aspects of syncretism are also seen in ornamentation, where pre-Islamic figurative motifs are transformed into flora and calligraphy patterns that are in harmony with the principles of Islamic aniconism. Thus, the archipelago's Islamic architecture represents Islam as an inclusive and contextual force that is able to process local traditions into a sustainable new identity.

The revitalization of the Rukun Masyarakat (Parukmas) Market through innovative Instagrammable photo spots is a strategic effort to develop the potential for creative tourism in Yosodadi Village, Metro Timur District. The market, which previously served only as a center of local economic activity, is being revitalized into a public space-based tourist destination that is aesthetic, educational, and attractive. This transformation aims to create a new experience for visitors by presenting an engaging, thematic visual design that aligns with social media trends, particularly Instagram. This research aims to design and implement Instagrammable photo spots that can enhance the appeal of Parukmas Market and evaluate their impact on increasing visitor numbers and empowering the surrounding community economically. The research method used is participatory, involving the community, vendors, and local stakeholders in the planning, design, and construction of the facility. Evaluation is conducted through direct observation of market activities and visitor satisfaction surveys to assess responses and perceived benefits. The expected outcome of this activity is the creation of a creative space that can enhance social interaction, strengthen local identity, attract tourists, and open new business opportunities for the community, thereby strengthening the local economy and increasing vendor income.

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.