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The training activity of creating video content to build personal branding on social media for Karang Taruna (Youth Organization) in Margadana District, Tegal City is a strategic effort to increase the capacity and creativity of the younger generation in the digital era. This training is motivated by the rapid development of information technology and social media, which makes the ability to manage self-image or personal branding a crucial aspect in developing the potential of individuals and organizations. Through this activity, Karang Taruna members are given an understanding of the basic concepts of personal branding, strategies for building a positive digital identity, as well as technical skills in designing and producing engaging, educational video content that suits the character of each participant. In addition to theory, participants are also trained practically in the video creation process from planning ideas, shooting, to editing using simple software. It is hoped that through this training, Karang Taruna youth will be able to utilize social media productively as a platform for promoting social activities, developing self-potential, and spreading positive values in the community. This activity also serves as a means to strengthen the existence of Karang Taruna as a youth organization that is adaptive to technological advances and plays an active role in building a positive image of the younger generation at the local and global levels. Thus, this training not only provides technical skills, but also forms a creative, innovative, and responsible mindset in the use of digital media.

The training activity of creating video content to build personal branding on social media for Karang Taruna (Youth Organization) in Margadana District, Tegal City is a strategic effort to increase the capacity and creativity of the younger generation in the digital era. This training is motivated by the rapid development of information technology and social media, which makes the ability to manage self-image or personal branding a crucial aspect in developing the potential of individuals and organizations. Through this activity, Karang Taruna members are given an understanding of the basic concepts of personal branding, strategies for building a positive digital identity, as well as technical skills in designing and producing engaging, educational video content that suits the character of each participant. In addition to theory, participants are also trained practically in the video creation process from planning ideas, shooting, to editing using simple software. It is hoped that through this training, Karang Taruna youth will be able to utilize social media productively as a platform for promoting social activities, developing self-potential, and spreading positive values in the community. This activity also serves as a means to strengthen the existence of Karang Taruna as a youth organization that is adaptive to technological advances and plays an active role in building a positive image of the younger generation at the local and global levels. Thus, this training not only provides technical skills, but also forms a creative, innovative, and responsible mindset in the use of digital media.

The Rempang Eco City area in Batam City has great potential for SMEs, especially in the culinary and local product sectors. However, the development of SMEs in this area is still limited due to a lack of knowledge about product packaging and minimal use of digital technology for marketing. The mentoring program conducted by KKN student group 62 aims to improve the competitiveness of SMEs through strengthening more modern packaging and digital marketing strategies using social media, especially Instagram. The method used is a qualitative approach with participatory observation, in-depth interviews, and group discussions. The stages of activities include an initial survey to map the potential and conditions of MSMEs, conducting workshops and training on product design, packaging, and digital marketing, as well as direct assistance in creating and managing social media accounts. The results of the activities show an improvement in the ability of MSME actors to create attractive packaging designs, manage social media as a product showcase, as well as increased digital interaction with consumers. This program successfully increased the selling value of products, expanded market reach, and built the confidence of MSME actors. Although there are challenges related to digital literacy and creativity, this program has a positive long-term impact in promoting economic independence in the community and strengthening local cultural identity in Rempang Eco City.

Competition in recruiting high-quality talent has intensified due to the advancement of digital technology, globalization, and the shifting preferences of younger generations in choosing their workplace. Traditional recruitment models are no longer sufficient, requiring companies to integrate employer branding with recruitment marketing strategies to attract potential candidates effectively. This study aims to analyze how PT Surya Pratista Hutama (SUPRAMA), a food manufacturing company, implements employer branding to strengthen its corporate image and enhance recruitment effectiveness. The research employed a qualitative descriptive method through observation, interviews, and documentation studies with the Human Capital and Corporate Communication Division. The findings reveal that SUPRAMA’s employer branding strategy is carried out through organizational culture strengthening, the use of digital platforms, consistent visual identity, and collaboration with educational institutions. The integration of these strategies has proven to increase the number of qualified applicants, improve candidate experience, and enhance the company’s reputation as an employer of choice. However, challenges remain in maintaining consistent branding communication and developing innovative digital content. This study concludes that employer branding is not merely a communication tool but also a long-term investment in human resource management.

The design of the 3:30 Kopi website poster was carried out as an effort to present an effective and modern promotional medium to support information needs and introduce the café’s digital platform to the wider community. In line with the development of the digital era, local SMEs such as 3:30 Kopi are required to remain competitive by utilizing visual media that is both communicative and appealing. This poster functions not only as an information tool but also as a branding strategy to strengthen the café’s identity in the eyes of consumers, particularly in the Ciledug area and its surroundings. The visual concept of the poster was designed with careful consideration of both aesthetics and function. The use of brown and cream tones symbolizes the warm and natural character of coffee, while also creating a friendly and elegant impression. Typography was chosen with a simple yet bold style to ensure information is easy to understand. The main elements, featuring a mockup of the website displayed on both laptop and mobile devices, emphasize the flexibility and responsiveness of the platform, which can be accessed anytime and anywhere. In addition, the inclusion of a QR code provides a modern solution that facilitates quick and practical interaction between the audience and the website. Cultural-inspired ornaments derived from 3:30 Kopi’s signature menu further reinforce its visual identity while adding aesthetic value. Through this poster design, 3:30 Kopi is expected to increase brand awareness, attract new visitors, and strengthen its image as a café that not only offers coffee but also provides a productive social space suited to the needs of modern society.

The increasing number of coffee shops in the modern era, especially in developing cities such as Cilegon, has triggered increasingly competitive market conditions. Dream Coffee, as a newly established coffee shop, faces challenges in introducing its brand and attracting consumer attention amid the dominance of more established coffee shops. This study aims to examine the marketing communication strategies implemented by Dream Coffee and to identify the factors that support and hinder the process of building brand awareness among its consumers.This research employs a qualitative approach, focusing on gaining an in-depth understanding of the social phenomena occurring at Dream Coffee through descriptive data collection and direct interaction. Data were collected using structured interviews, direct observation, and documentation involving the owner, internal consultant, employees, and customers or consumers.The findings indicate that Dream Coffee utilizes various elements of Integrated Marketing Communication (IMC), including advertising, personal selling, word-of-mouth marketing, sales promotion, and events and experiences. The main supporting factors are consistent and targeted communication, internal team solidarity, and an appealing visual brand identity. Meanwhile, challenges include limited physical facilities and a market reach that has not yet been maximized. Overall, it can be concluded that Dream Coffee successfully implements effective marketing communication strategies not only digitally but also in building brand awareness and creating emotional engagement with consumers.

The Community Service Program (KKN) of Universitas Sebelas Maret, Group 217, conducted in Tegalweru Village, Dau District, Malang Regency, was designed to strengthen local economic capacity through strategies of value-added product development and the consolidation of MSME identity based on village potential. The socio-cultural homogeneity of the community, which largely depends on traditional agriculture, creates a paradox between strong social solidarity and weak economic diversification. This condition poses challenges such as limited innovation, low competitiveness, and the underutilization of local resources, thereby necessitating empowerment interventions capable of transforming traditional economic practices into more adaptive and sustainable business models. This study employed a qualitative descriptive approach through participatory observation, semi-structured interviews, and documentation to explore community responses to training on product value addition, packaging, branding, and basic promotional strategies. The findings reveal increased awareness and enthusiasm among MSME actors and housewives to develop local products through simple processing, representative packaging, and distinctive brand identity. These results underscore that KKN not only serves as an implementation of the Higher Education Tri Dharma but also as a strategic empowerment instrument to reinforce the foundation of community-based economic independence. Practically, the program provides a transformative platform for local enterprises, laying the groundwork for sustainable economic development aligned with both global dynamics and the specific needs of rural communities.

This study aims to examine the influence of Product Variation, Brand Image, and Co-Branding on Purchase Decisions among Miniso Central Park consumers in West Jakarta. The research was conducted using a quantitative approach with 100 respondents selected through non-probability sampling with an accidental sampling technique. Data were collected using questionnaires based on a Likert scale and analyzed using SPSS version 25 with multiple linear regression. The findings show that Product Variation does not significantly influence purchase decisions, indicating that the wide variety of Miniso products alone is not the primary factor driving consumer choices. In contrast, Brand Image demonstrates a strong and significant influence, highlighting that consumers’ trust and perception of Miniso’s brand identity play an important role in their purchasing behavior. Furthermore, Co-Branding also significantly affects purchase decisions, as collaborations with other well-known brands or icons enhance the appeal and perceived value of Miniso products. The combined effect of Brand Image and Co-Branding creates stronger consumer engagement, although Product Variation alone remains insufficient in driving decisions. This study contributes to the understanding of retail marketing strategies, particularly in the context of lifestyle-oriented retail businesses. It suggests that building a strong brand image and leveraging effective co-branding partnerships are more impactful than merely expanding product variety. The implications of this research can assist retail companies in optimizing their marketing mix strategies to strengthen competitiveness in Indonesia’s rapidly growing retail sector.

This community service program was carried out by students of Universitas Pelita Bangsa in Karangsetia Village, Karang Bahagia District, Bekasi Regency, as a concrete effort to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in facing the challenges of digitalization. MSMEs in this area still encounter various obstacles, such as the absence of formal business legality, limited understanding of branding strategies, and minimal utilization of digital technology for both marketing and payment systems. These conditions have weakened business competitiveness and hindered the growth of local enterprises. The program focused on three interrelated aspects: legal compliance, brand development, and digital adoption. Business legality was facilitated through the issuance of the Business Identification Number (NIB), which provides legal certainty while granting access to government programs and financial institutions. Branding was strengthened by designing logos, banners, and simple promotional media to enhance business identity, professionalism, and consumer appeal. Digitalization was promoted through business registration on Google Maps to improve visibility, and the adoption of the Quick Response Code Indonesian Standard (QRIS) as a cashless payment method that is efficient, secure, and widely accepted. The methods employed included observation, socialization, mentoring, and participatory evaluation with business owners. The results demonstrated significant progress, as most MSMEs successfully obtained legal registration, adopted QRIS in daily transactions, registered their businesses on Google Maps, and developed clearer visual identities. This program had a positive impact by increasing entrepreneurial confidence, expanding market reach, and fostering awareness of the importance of digital transformation. Overall, the community service program contributed to strengthening the competitiveness, sustainability, and independence of MSMEs in Karangsetia Village, while supporting the development of the local economy.

The footwear industry has experienced significant growth, particularly in the fashion segment, where shoes are no longer considered solely as functional items but also as lifestyle products that reflect personal identity and social expression. Among various global brands, Dr. Martens has become one of the premium footwear products with a distinctive image and loyal consumer base. This study aims to examine the influence of Product Quality, Brand Image, and Brand Awareness on Purchasing Decisions of Dr. Martens shoes in Jakarta. The research employed a quantitative method with non-probability sampling, using the accidental sampling technique. The population consisted of consumers who had purchased Dr. Martens shoes, and a total of 100 respondents were collected through questionnaires distributed among university students. The instrument used was a Likert scale questionnaire, and the data were analyzed using multiple linear regression with SPSS version 22. The findings show that Product Quality and Brand Awareness have a positive and significant influence on Purchasing Decisions, while Brand Image does not show a significant effect. These results indicate that consumers are more influenced by tangible product attributes and the level of brand recognition than by brand perception alone. This highlights the importance for premium footwear companies to maintain consistent product quality and strengthen brand awareness strategies, especially through digital marketing channels, to influence purchase behavior. The study contributes to the literature on consumer behavior and provides practical insights for fashion industry players to formulate effective marketing strategies in a competitive market.

The international expansion of local brands into global markets is becoming increasingly relevant in the era of globalization. This research analyzes the international market expansion strategy implemented by the Eiger brand, particularly in the context of opening its first retail store in Interlaken, Switzerland. Using a qualitative approach with descriptive-analytical research design, this study examines market penetration strategies, marketing mix implementation, digital brand identity development, and key success factors of Eiger's expansion. The results show that Eiger's success in entering the European premium market was supported by strategic location selection, proper market entry timing, and effective product adaptation for the target market. Comprehensive marketing mix implementation, supported by strong digital communication strategies, played a significant role in building brand presence in the international market. Key success factors include strong internal capabilities, effective network development, and appropriate cultural adaptation strategies. This research provides theoretical contributions to the development of international expansion models for brands from developing countries and provides practical lessons for Indonesian companies planning similar expansions.

Pulau Ketam, a small fishing village in Selangor, Malaysia, faces persistent economic challenges despite its abundance of marine resources and longstanding tradition of herbal knowledge. Limited access to modern markets, dependence on middlemen, and a lack of digital literacy have restricted the community’s ability to fully benefit from its local assets. This study aims to explore the implementation of digital branding strategies as a means of empowering local communities and strengthening the marketing of seafood and herbal products. Employing a community-based participatory approach, the research integrates digital marketing training, brand development workshops, and the establishment of an e-commerce platform tailored to local needs. Data collection was carried out through surveys of 150 local entrepreneurs, focus group discussions with community leaders, and performance metrics analysis over a six-month period. The intervention generated a 65% increase in online sales, a 40% improvement in product visibility, and notable progress in community digital literacy. Findings reveal that structured digital branding programs not only enhance entrepreneurial capacity and market competitiveness but also support the preservation of cultural identity and traditional knowledge systems. This study contributes to the growing body of literature on rural digital transformation by providing empirical evidence that community empowerment through technology adoption can lead to sustainable economic development. The results suggest that similar models can be replicated in other marginalized communities to bridge digital gaps, strengthen local economies, and promote inclusive growth.

This community service program aims to empower UMKM Keripik Wulan 008 in Panimbang Jaya Village through a series of activities focusing on business capacity enhancement. The program was initiated to address challenges faced by the business, such as limited product innovation, lack of branding, insufficient digital marketing strategies, and suboptimal financial management. To overcome these issues, the program adopted a participatory approach consisting of several stages: field observation to identify core problems, training sessions to improve knowledge, workshops for practical application, and direct mentoring to ensure implementation. Key activities included product innovation by introducing new flavor variants and designing more attractive packaging, strengthening brand identity through the creation of professional logos and labels, and expanding marketing reach via social media and marketplace platforms. Additionally, Excel-based financial recording training was provided to simplify cash flow monitoring and basic financial reporting. The team also assisted in preparing a proposal for production equipment support to increase production capacity. Evaluation results demonstrated significant improvements in product quality, stronger brand identity, and more modern and effective marketing strategies. Overall, this program has proven to be effective in enhancing the competitiveness of UMKM Keripik Wulan 008 and is expected to serve as a sustainable empowerment model for small businesses, thereby contributing to local economic development.

In today's digital era, photography has been widely applied in various industrial fields and plays a crucial role in attracting consumer attention. Photography has evolved into several disciplines, including landscape photography, wedding photography, street photography, photojournalism, and product photography. Product photography is a high-quality photograph taken to showcase and explain the characteristics and details of a product or service. It not only serves as a representation of the product being offered but also serves as an effective marketing strategy. This applies to the culinary industry, particularly in cakes and food products, where product photography is essential to attract consumers' attention and enhance brand identity. In the case of Dee's Kitchen, the business owner believes that providing good store reviews and creating a positive image for the brand require the influence of influencers. According to an interview with the owner, there is a recognition that their current social media presence on Instagram could be enhanced to reach more potential customers. Therefore, there is a need for Dee's Kitchen to develop its Instagram profile further, making it more diverse and innovative in showcasing its products. This can be achieved by using visually appealing product photos, collaborating with influencers, and engaging with a broader audience through creative marketing strategies. Strengthening the online presence through well-curated photography and social media engagement could help Dee's Kitchen attract new customers, build brand loyalty, and ultimately boost business growth.

This study aims to analyze the development process of a creative economy based on bead waste and the use of digital platforms as a marketing medium to increase product competitiveness. The background of the study is based on the phenomenon of increasing volumes of waste that have not been optimally managed and the low skills of business actors in utilizing digital technology. The research method used a qualitative approach with descriptive methods. Data were collected through in-depth interviews, participatory observation, documentation, and literature studies, with informants consisting of business actors, community leaders, representatives of relevant agencies, and consumers. The results of the study indicate that processing waste into beads not only reduces environmental impacts but also opens up creative business opportunities with high economic value. The use of digital platforms has proven effective in expanding market reach, improving branding, and driving sales, although there are still obstacles in the skills of digital entrepreneurs. This study recommends strengthening digital marketing capacity and ongoing mentoring for creative waste-based entrepreneurs to achieve economic and environmental sustainability. In addition, synergy between business actors, the government, and local communities is a crucial factor in supporting the development of a waste-based creative economy. The involvement of local governments through entrepreneurship training and facilitating access to technology is essential to address the challenge of limited digital capabilities of entrepreneurs. Local communities also play a role in maintaining sustainable production and encouraging innovation in bead designs based on local culture to add value and attract market share. This collaboration can create a conducive ecosystem for the growth of creative small and medium enterprises (SMEs), while strengthening local identity and increasing product competitiveness in national and global markets. Thus, developing a waste-based creative economy and utilizing digital marketing are relevant innovative strategies in addressing current economic and environmental challenges.

Posters are an important means of conveying information and promoting products or services to a wider audience through the power of visual communication. This research focuses on redesigning promotional and informational posters to support the marketing strategy of the Kopi Es Tak Kie website, a long-standing Chinese culinary heritage in Jakarta. The main objectives of this research are to enhance visual appeal, expand market reach, and strengthen cultural values ​​through print media designs that are representative and relevant to the development of the digital era. The approach used is visual communication design with the Design Thinking method. The stages in this method include audience needs research, design concept design, prototyping, and usability evaluation involving target respondents. In the visualization process, Figma software was used to arrange the poster layout, while Procreate was utilized to create complementary illustrations that provide an artistic and authentic feel. The resulting poster design emphasizes the use of a color palette of brick red, cream, and dark blue, combined with script and sans-serif typography. This combination was chosen to convey a cultural message while emphasizing the exclusive image of the Kopi Es Tak Kie brand. The visual harmony of color and typography enhances the cultural narrative while emphasizing the modern brand identity. The primary audience for this poster is young adults aged 22–40 who are interested in the fusion of traditional coffee culture and modern lifestyle. The findings of this study indicate that the redesigned poster is effective in bridging cultural heritage with digital branding, strengthening the identity of Kopi Es Tak Kie across both offline and online platforms. Thus, the poster medium is proven to act as a communication bridge connecting historical values ​​with contemporary marketing strategies.

This study aims to determine the implementation and evaluation results of the marketing strategy for bakery and pastry products sold in the lobby lounge of Hotel Fairfield By Marriott Surabaya. This study used a combined qualitative and quantitative approach to obtain a more comprehensive picture. Data collection techniques were conducted through direct observation at the research location and interviews with relevant parties. Furthermore, data analysis was also strengthened by distributing a Likert-based questionnaire to three main respondents: the F&B Manager, the Daily Worker Pastry, and the Marketing Team. This mixed-method approach allowed the researcher to capture both numerical evaluation and in-depth qualitative insights. The results showed that the product strategy has been running quite well, especially in terms of quality and implemented work procedures. However, there are still weaknesses in the innovation aspect, as the products do not yet have distinctive characteristics that can serve as a key differentiator from competitors. In other words, the bakery and pastry products still lack a unique selling point that could strengthen brand identity. In terms of pricing strategy, the hotel uses a premium pricing system, which is considered appropriate for the image of a four-star hotel. However, this approach is still not flexible enough to optimally reach consumers outside the hotel. The promotional strategy is considered to have been implemented quite well, especially through bundling packages and the use of social media. However, existing promotions have not been implemented consistently and tend to be unstructured. Consistent promotion is essential to maintaining customer engagement and building long-term brand awareness. Meanwhile, the location strategy is considered quite effective because products are displayed in areas easily accessible to hotel guests. However, opportunities through digital distribution channels, such as online bookings, have not been maximized. Expanding digital distribution channels could significantly increase market reach and sales performance.

This research aims to analyze the branding strategy implemented by the Public Relations (PR) division of the Museum of Islamic Indonesia K.H. Hasyim Asy’ari (MINHA) in developing the identity of Indonesian Islam. Using a descriptive qualitative approach, data were obtained through observation, interviews, and documentation. The analysis applies Sicco Van Gelder’s brand strategy theory, which consists of three main dimensions: brand positioning, brand identity, and brand personality. The findings indicate that MINHA’s PR strategically and consistently implements branding through three key aspects: organizing public events, utilizing social media, and incorporating architectural design to reinforce the identity of Indonesian Islam. These strategies have successfully shaped the museum’s image as inclusive, educational, and youth-friendly, presenting a moderate and tolerant face of Indonesian Islam. The role of PR extends beyond promotion to become a driving force in conveying the narrative of Indonesian Islam through adaptive communication approaches. This study recommends optimizing additional digital platforms and developing an official website to further strengthen the museum’s branding on a broader scale.

This study aims to analyze the role of authenticity in branding communication conducted by Key Opinion Leaders (KOLs) and its impact on consumer trust, emotional engagement, and brand loyalty. Employing a library research approach, data were collected from scholarly literature published between 2021 and 2025 relevant to authenticity, brand communication, and KOL-based marketing. The analysis reveals that authenticity serves as a key element linking brand values to positive audience perceptions, which subsequently influence brand equity and purchase intention. Furthermore, this research highlights that authenticity in digital marketing is not merely a rhetorical claim but a relational practice that shapes how consumers evaluate credibility and trustworthiness. Strategic communication practices such as narrative storytelling, transparent sponsorship disclosure, and value alignment significantly strengthen the credibility of both KOLs and the brands they represent. Authentic storytelling allows audiences to connect with the personal experiences of KOLs, thereby enhancing identification and fostering long-term engagement with the brand. However, this study also identifies several challenges in maintaining authenticity, including risks of over-commercialization, inconsistencies in message delivery, and misalignment between KOL identity and brand values. When audiences perceive exaggerated promotional tactics or lack of transparency, their trust can diminish, ultimately weakening brand loyalty. Therefore, the sustainability of authenticity requires continuous monitoring, adaptive strategies, and consistent ethical practices in brand communication. The findings affirm that authenticity is both a strategic differentiator and a fragile asset, requiring deliberate and sustained management in the competitive digital marketplace. By recognizing authenticity as a multidimensional construct—encompassing transparency, value congruence, and emotional resonance—brands and KOLs can collaboratively enhance audience engagement while preserving credibility. This research contributes to the development of more effective branding communication strategies through KOLs and offers practical guidance for marketers to navigate authenticity challenges in an era dominated by digital interactions and consumer skepticism.

Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.