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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.

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.

The development of digital technology has brought about significant changes in the way society constructs identity and interprets culture. This study aims to examine how cultural literacy and social media use influence each other in the process of cultural transformation in Indonesia. The research was conducted using a qualitative descriptive approach through a review of various relevant literature sources. The results indicate that the flood of unfiltered digital information often leads to misunderstandings, shifts in cultural values, and the weakening of local identity. On the other hand, social media continues to provide significant opportunities to preserve traditions and promote local culture through various forms of digital content. This study also found that digital literacy including the ability to think critically, understand visual context, and assess the credibility of information is key to society's wise use of social media. The younger generation plays a crucial role in this process as they are the largest users of social media and the primary producers of cultural content. The synergy between cultural literacy, digital literacy, and responsible use of social media plays a role in guiding the nation's cultural transformation in a more positive direction.

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.

This study aims to analyze the use of interior photography as a means to preserve and visually document the FMM Convent Chapel Regina Pacis in Bogor. The chapel is a historic site with significant artistic, spiritual, and architectural value, and has been officially recognized by the central government as a cultural heritage building. The importance of this research arises from the fact that the chapel is not included in the official publication of cultural heritage buildings in Bogor City that has been identified. Its absence from this publication indicates a lack of visual documentation and historical information necessary to support conservation efforts. Insufficient documentation increases the likelihood of losing architectural value should changes or damage occur in the future. To address this issue, the study seeks to produce interior photographic documentation that accurately and clearly represents the architectural identity of the chapel. This research employs a descriptive qualitative approach, consisting of interviews with the chapel’s management, direct on-site observations, and the development of an interior photography concept that considers spatial structure, perspective, and lighting. In this context, interior photography functions not only as an aesthetic medium but also as a preservation tool capable of storing long-term information.The resulting visual documentation is expected to serve as a valuable reference for managers, researchers, and local government authorities, while also encouraging the inclusion of the Regina Pacis Chapel in the official publication of cultural heritage buildings in Bogor City. In this way, the study contributes to strengthening cultural archives and supporting the preservation of historical architecture.

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.  

This study aimed to design the visual identity of the social campaign FLOW (Find Lights Over Wounds) to promote early awareness of Post Traumatic Stress Disorder among Generation Z. A mixed method approach was applied to explore perceptions, knowledge, and the need for empathetic and communicative educational media. Data were collected through online questionnaires from 108 respondents and in-depth interviews with psychologists, psychiatrists, and PTSD survivors. The findings indicated that Generation Z required visual media that conveyed mental health messages safely and meaningfully. The FLOW logo was developed through brainstorming, sketching, and expert validation, featuring a heart and hands symbolizing empathy and healing. Soft blue, pink, and pastel yellow colors were used to create a calm, warm, and hopeful impression. The campaign effectively fostered emotional awareness and encouraged help-seeking behavior among young audiences.

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.     

This study presents a woodcraft creation in the form of a wall clock with traditional Karo ornaments as the main visual element. The creation is driven by the urgency to preserve the visual culture of the Karo people, which is increasingly threatened by modernization, and the lack of distinctive local souvenirs in tourist areas such as Berastagi, which often offer only generic or mass-produced items. This creation aims not only to function as an indicator of time but also as a medium for cultural preservation, education, and the strengthening of the Karo visual identity in a contemporary context. The creative process applies the "three stages and six steps" approach by S.P. Gustami, which includes exploration, design, and realization. Exploration involves field observations of Karo architecture and artifacts, literary studies on Karo visual symbols, and careful selection of motifs, focusing on Tapak Raja Sulaiman, Takal Kerbo, and Pengeret-ret as representative elements rich in symbolic meaning. The design stage produces various sketches that integrate the functional aspect of the wall clock with the principles of ornamentation, ensuring both utility and cultural expression. Realization involves selecting local woods such as teak, mahogany, and jelutung, followed by manual carving techniques, the application of natural wood coloring, and protective finishing with melamine spray to ensure durability and aesthetic quality. The final result consists of twelve unique wall clocks that embody the aesthetic, symbolic, and cultural richness of the Karo people. This work demonstrates how traditional motifs can be re-contextualized into functional objects, making cultural heritage more visible and relevant in daily life, and is expected to inspire further innovation in the local crafts industry, contributing to long-term preservation and revitalization of regional cultural identity.

The rapid advancement of digital technology has transformed the learning patterns of Generation Z, who tend to be visual, quick in accessing information, and highly engaged with interactive media. These characteristics pose challenges for history learning, which is often perceived as monotonous and focused on memorization. This study aims to examine the needs, urgency, and strategies for developing history teaching materials that are relevant and effective for Generation Z in the digital era. Using a descriptive qualitative approach through library research, the findings indicate that effective history materials should integrate digital media, apply active learning models, and connect historical content with students’ real-life experiences. Teachers play a key role as innovators by utilizing digital storytelling, virtual tours, gallery walks, and gamification. Integrating local history and national values is also essential to strengthen students’ national identity. This study emphasizes that developing digital history teaching materials is not merely about adopting technology but about creating meaningful, reflective, and generation-appropriate learning experiences.

The Calong traditional musical instrument from West Sulawesi is a cultural heritage of the Mandar people, possessing strong artistic and symbolic value. However, documentation of the instrument's construction and ornamentation remains limited. This study aims to identify the Calong's construction, analyze the variety of ornaments used, and uncover the aesthetic meaning and symbolism inherent in the instrument. The research method used was descriptive qualitative, with data collection techniques including direct observation, documentation, interviews with craftsmen and artists, and a visit to the West Sulawesi Pavilion at the TMII (Indonesian Museum of Traditional Art) as a comparative source for cultural representation. The results indicate that the Calong's construction utilizes specific bamboo selection and splitting techniques, which influence its resonance quality. The ornamentation reflects symbols of the relationship between humans and nature, ancestors, and the Mandar people's philosophy of life. Aesthetically, the combination of form, texture, and motifs creates a distinctive visual character while strengthening its musical identity. The study's conclusions confirm that the Calong is not only a musical instrument but also a cultural artifact with aesthetic and symbolic value that is important to preserve through education, cultural awareness, and ongoing documentation.

This study aims to determine the influence of Jejuby's TikTok content on the purchasing decisions of followers of the @jejubyofficial TikTok account. In today's digital age, social media platforms like TikTok have become one of the most effective promotional tools for reaching consumers, particularly in the beauty and skincare industry. Jejuby, as a local brand on the rise, actively leverages TikTok as a marketing platform by creating various types of content, including tutorials, testimonials, and visually appealing content. The theories used in this study are the Marketing Communication Theory with dimensions: Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The Content Theory with dimensions: Credible, Shareable, Useful or Fun, Interesting, Relevant, Different, On Brand. The Purchase Decision Theory with dimensions: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior. This study used a quantitative approach with a survey method. Sampling was conducted using simple random sampling and calculated using the Slovin formula with a margin of error of 5%. Data collection was carried out by distributing questionnaires to 92 respondents who were followers of the @jejubyofficial TikTok account. The research instrument was tested using validity and reliability tests, while data analysis was conducted using simple linear regression with a correlation coefficient (R) value of 0.711 in the strong category. The coefficient of determination (R²) value of 0.506 indicates that 50.6% of purchasing decisions are influenced by TikTok content, while 49.4% are influenced by other factors. The research results for TikTok content had an average of 3.47, while purchase decisions had an average of 3.54. The research results indicate that there is a significant influence between Jejuby's TikTok content and its followers' purchase decisions. This means that content packaged in a relevant manner and aligned with the brand's identity can influence consumers' decisions to purchase Jejuby products.

This article examines the evolution of the concept of femininity in East Asian makeup culture by tracing changes in style, function, and social meaning from traditional periods to the modern era. The study focuses on makeup practices in China, Japan, and Korea, which possess distinct cultural and historical backgrounds yet similarly demonstrate dynamic developments of femininity through visual expression. The research employs a literature review using a qualitative approach, complemented by an analysis of beauty trends emerging in each country. The findings indicate that facial makeup functions not merely as an aesthetic practice but also as a medium for representing personal identity, social status, gender roles, and prevailing cultural values within society. The transformation of makeup practices is influenced by various factors, including local traditional heritage, processes of modernization, changes in women’s roles, and globalization, which introduces new beauty standards. Nevertheless, traditional elements continue to be preserved and adapted, forming distinctive regional characteristics. Overall, this study emphasizes that the concept of femininity in East Asian makeup culture is dynamic and contextual, continually adapting to social change while remaining deeply rooted in longstanding cultural values.

Minimalist style, as one of the major streams of modern design, has developed rapidly and influenced various aspects of life, including furniture design in Aceh. Along with the increasing dominance of minimalism, the existence of traditional Acehnese ornamentation has declined in application and tends to stagnate through repetitive use of similar motifs. This study aims to integrate the aesthetic and symbolic values of Acehnese ornamentation into minimalist furniture design through a contextual design approach based on local wisdom. The research applies the Design Thinking method, encompassing stages of contextual exploration, formulation of aesthetic concepts, visual experimentation, and critical reflection. Visual experiments were carried out through manual sketches and digital reproduction using SketchUp, CorelDRAW X7, and Gopain. The study produced two furniture designs a document cabinet and an office desk which combine Acehnese ornaments derived from the tomb complex of Raja Jalil in Lam Lagang and the traditional house of Teungku Chik Awee Geutah in Bireuen. The findings reveal that integrating Acehnese ornamentation into minimalist design can create harmony between tradition and modernity without losing philosophical depth or local identity. The study highlights the significance of a contextual design approach as an innovative strategy for cultural preservation through contemporary furniture creation.

This study aims to analyze gender representation in the L’Oréal Paris Elvive Extraordinary Oil advertisement using Sara Mills’ Critical Discourse Analysis (CDA) approach. The advertisement functions not only as a promotional medium for hair-care products but also as a site of meaning production that shapes social constructions of beauty, women’s roles, and power relations within society. Through the visuals and narrative presented, women are portrayed as the central focus as well as symbols of ideal beauty, characterized by shiny hair, an elegant appearance, and a confident demeanor. The analysis shows that women in the advertisement are positioned primarily as visual objects, while the L’Oréal Paris brand takes the role of the subject that provides solutions to women’s problems—specifically damaged hair. The use of the iconic slogan “Because you’re worth it” constructs a discourse suggesting that women’s self-worth and personal value are closely tied to physical appearance, especially the condition of their hair. Thus, the advertisement not only delivers commercial messages but also carries ideological implications about beauty standards that women are expected to meet. This study concludes that advertising plays a crucial role in reproducing contemporary gender norms and influences how society interprets women’s identity and value through the visual representations it presents.

This study analyzes the optimization of creative content production on the TikTok platform of Garuda Systrain Interindo, a company engaged in occupational safety and health (K3) certification services. The research aims to (1) identify how the content production process is optimized and (2) examine how such optimization improves the effectiveness of creative content based on the principles of Integrated Marketing Communication (IMC). Using a qualitative descriptive approach, data were collected through observation of the company’s TikTok content, documentation, and analysis of content performance indicators. The results show that the optimization process includes structured planning through content planning sheets, determination of content pillars, talent briefing, consistency in editing style, and template standardization. These efforts are supported by post-production activities such as scheduling, performance monitoring, and evaluation through TikTok Analytics. Furthermore, the optimization significantly enhances content effectiveness, as indicated by increased engagement, reach, and stable performance of educational content. The implementation of IMC particularly in terms of message consistency, visual uniformity, and brand identity integration strengthens brand awareness and improves the clarity of K3 educational messages delivered to audiences. Overall, optimized and IMC-based content production contributes to more effective digital communication and strengthens the company’s professional image on social media.  

This study was motivated by the existence of Longgo Mayuru Dance as a traditional art form of Gorontalo that still maintains its socio-cultural functions and relatively authentic movement structure amid cultural dynamics. This dance not only serves as an aesthetic expression but also as a cultural text that represents the history, customary system, and social identity of the Molingkapoto community. The purpose of this study is to analyse the movement structure of the Longgo Mayuru dance in relation to the historical context and social life of the Molingkapoto community. The study uses a qualitative approach with a descriptive-interpretative design. Data were collected through participatory observation, in-depth interviews with dance performers and traditional leaders, as well as visual and written documentation. Data analysis was carried out by describing the dance movement structure at the level of motifs, phrases, and movement sentences, then interpreted through structural and sociocultural approaches. The results of the study show that the Longgo Mayuru Dance has its roots in traditional martial arts, which underwent historical transformation into a symbolic escort dance. It has a sacred socio-customary function and is composed of a systematic and symbolically meaningful movement structure. The implications of this research emphasise the importance of preserving the Longgo Mayuru dance, not only in terms of its movements, but also in terms of the socio-cultural context and historical values that underpin it as part of the cultural heritage of the Molingkapoto community.