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MSMEs have a crucial role in the Indonesian economy, but many of them still face obstacles in terms of branding and digital marketing. The lack of understanding of the importance of visual identity and digital strategy causes MSME products to be less prominent in a competitive market. This community service activity aims to improve the quality of branding of MSME products in Wonorejo Village, Pasuruan City, through the Participatory Rural Appraisal (PRA) approach which involves stages of counseling, training, and direct assistance to business actors. The counseling is focused on a basic understanding of visual branding, including elements of brand identity such as logos, colors, typography, and packaging. The training emphasizes hands-on practice in designing promotional packaging, logos, and banners using digital platforms like Canva. Furthermore, mentoring is carried out to identify specific branding obstacles faced by each MSME and develop applicative solutions collaboratively. The results of the activity show a significant increase in the quality of branding MSME products visually and digital marketing strategies. One of the fostered MSMEs, namely AM Jaya and Berkah Mandiri, has succeeded in rebranding packaging and developing digital marketing channels through e-commerce platforms and social media. In addition, business actors become more confident in presenting their products to consumers and business partners. MSMEs are also beginning to realize the importance of brand consistency in building customer loyalty and increasing competitiveness. The response of the participants to this activity was very positive, reflected in the enthusiasm during the training and the commitment to implement the learning outcomes. Some MSMEs are starting to form small communities to share best practices in terms of branding and promotion.

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.

MSMEs play a strategic role in supporting the growth and stability of the national economy (Endra et al., 2024), especially in the culinary sector which continues to grow. However, a fundamental problem commonly experienced by MSMEs is the ability to create visually attractive and professional promotional elements. One example is BentoDay, a food business in West Jakarta, which still relies on simple visual promotions through social media without optimal content packaging. This activity aims to develop the digital promotional capacity of participants through program mentoring and training that focuses on creating logos and product catalogs using the Canva application, a digital tool used for easy-to-use visual design purposes that allows even beginners to create posters, banners and social media content (Akbar et al., n.d.). Initial observations, direct training, intensive mentoring, and evaluation of participants' design results are part of the mentoring activity approach. The results of the activity implementation illustrate that participants have the ability to independently produce promotional materials, such as business logos and product catalogs with more attractive and consistent designs. This training not only improves participants' design skills but also has a positive impact on the digital marketing strategy of culinary businesses. MSMEs can improve their competitiveness and increase sales by implementing better design. This approach demonstrates the importance of acquiring digital skills for MSMEs to strengthen their brand identity and expand their consumer reach (Andari, N., Sari, D.P., & Hidayat, 2025). Therefore, using Canva has proven useful for enhancing the competitiveness of MSME digital promotions.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the growth and stability of the national economy (Endra et al., 2024), particularly in the ever-expanding culinary sector. However, MSMEs often face challenges in creating visually appealing and professional promotional elements. One example is BentoDay, a food business in West Jakarta that still relies on simple promotions through social media without optimal content packaging. This activity aims to improve the digital promotional capacity of MSMEs through a training and mentoring program focused on creating logos and product catalogs using Canva. Canva is a digital-based visual design tool that is easy to use, even for beginners, to create content such as posters, banners, and social media promotional materials (Akbar et al., n.d.). This training was conducted through a series of activities, starting with initial observation, direct training, intensive mentoring, and evaluation of participants' designs. The results showed that participants were able to independently produce promotional materials, such as logos and product catalogs, with more attractive and consistent designs. In addition to improving design skills, this training also had a positive impact on MSMEs' digital marketing strategies. Good visual design has been shown to increase consumer appeal and product sales. Thus, mastering digital skills is crucial for strengthening brand identity and expanding market reach (Andari, Sari, & Hidayat, 2025). The use of Canva has proven effective in supporting the digital promotional transformation of MSMEs to become more competitive in the digital era.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

The presence of a strong trademark is also a determining factor for the success of a business in today's digital era. An attractive and professional brand design can differentiate the products or services sold from what competitors offer. However, not all business actors, especially enterpreneur activists, have sufficient knowledge and resources to create a quality brand design. Therefore, it is essential to enhance the capabilities of entrepreneurs in consistently producing appealing and effective brand designs. One practical approach is to promote the use of user-friendly graphic design tools, such as Canva, through awareness and outreach programs. With Canva, enterpreneur players can create professional brand designs without the need to have in-depth graphic design skills. The primary aim of this study is to enhance entrepreneurs' skills in designing appealing and professional trademarks by promoting the use of the Canva application through socialization efforts. This research is anticipated to offer the following advantages:: First, increasing the knowledge of enterpreneur about the importance of trademark design. Second, increasing the ability of enterpreneur to use Canva's basic features in creating brand designs. Third, helping enterpreneur in creating brand designs that match the identity of their business profile. This research was conducted in several stages: preparation, implementation, and evaluation. The expected output of this research is an increase in the capacity of enterpreneur stakeholders. After attending the training, the ability of enterpreneur players in Bedug Village, Pangka Sub-district, Tegal Regency to create brand designs increased significantly. New brand designs: new brand designs that are more attractive and professional were created by the trainee enterpreneur. Scientific Publication: The research results can be published in the form of scientific papers or seminar reports to enrich the repertoire of science.  

Mbak Siti Bagus's Warung Seribu Berkah UMKM is located in the Karang Jahe Beach tourist area, Punjulharjo Village, Rembang District, Rembang Regency, Central Java. Within 10 years of running the business, the UMKM experienced obstacles in developing the business, namely branding that was not optimal, which was indicated by: 1) Not having a business identity; 2) the location of the UMKM was difficult to identify with other UMKM; and 3) the business did not have an online marketing channel. From these obstacles, the Business Work Lecture (KKU) Team provided assistance with a program to maximize branding by: 1) Creating a logo design for cup packaging; 2) Creating a logo on the packaging; 2) Creating proof of payment receipts, 3) Creating Google Maps aimed directly at the UMKM stall, and 4) Creating social media accounts in the form of TikTok and Instagram. The KKU implementation method includes: 1) Pre-survey to the MSME Location, 2) Identifying problems in the MSME Warung Seribu Berkah Mbak Siti Bagus, 3) Program preparation, 4) Program implementation, 4) Mentoring, 5) Evaluation. The program results obtained are as follows: 1) MSMEs have a unique logo for cup packaging, 2) MSMEs already have a note to add up orders, 3) MSMEs already have Google Maps which are directly centralized in the MSME stall, and 4) MSMEs have social media accounts to facilitate marketing

Micro, Small, and Medium Enterprises (UMKM) play a crucial role in driving local economic growth, particularly in the food and beverage sector. However, many UMKM, such as Cipta Rasa Mulya, still face significant challenges in adopting modern marketing approaches to expand their reach and enhance their competitiveness. This community service program focuses on addressing two major issues: the lack of effective digital marketing utilization and the weak brand identity—especially in packaging design—of the dairy products produced by the UMKM. Through a structured and intensive training program, this initiative aims to provide UMKM actors with comprehensive knowledge and practical skills in rebranding and digital marketing. The activities include workshops on digital branding strategies, hands-on mentoring sessions for social media management, product photography, and brand storytelling, as well as ongoing evaluations to monitor progress and implementation. The expected outcomes of this program are multifaceted, including improved brand awareness among consumers, more attractive and informative packaging, increased product variety, and broader market reach through the use of digital platforms such as Instagram, TikTok, and e-commerce channels. By enhancing the UMKM’s ability to present their products professionally and utilize social media for marketing purposes, this program supports the development of more competitive and sustainable business practices. In the long term, it is anticipated that such interventions will not only increase the visibility of Cipta Rasa Mulya’s dairy products but also strengthen their position in both local and national markets. Ultimately, this initiative highlights the importance of combining technological adaptation with creative branding in empowering UMKM and stimulating inclusive economic growth.

This study aims to explore the behavioral dynamics of Generation Z (Gen Z) toward digital culinary brands on TikTok, a platform increasingly central to youth consumer engagement. The research investigates how Gen Z interacts with, interprets, and forms relationships with culinary content in a digital environment shaped by algorithmic trends and participatory culture. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 12 Gen Z participants aged 18–24 years who actively engage with culinary brand content on TikTok. Additional data were obtained from observational analysis of brand-related content and user interactions on the platform. Thematic analysis revealed three core themes: emotional engagement with sensory-rich food content, digital consumption as identity performance, and expectations of brand authenticity and interactivity. Participants expressed strong affective responses to visually appealing and immersive content, linked their brand preferences to personal values and social identity, and favored brands that demonstrated responsiveness, humor, and human-like interaction. These findings highlight the role of TikTok not only as a marketing tool but as a cultural space where brand perception and loyalty are socially constructed. This study contributes to the theoretical understanding of consumer engagement by situating Gen Z’s behavior within a sociocultural and digital framework. Practically, it offers insights for culinary brands to develop more authentic, interactive, and value-driven content strategies. The findings also suggest implications for digital marketing policies and content regulation. Future research is recommended to explore cross-platform behaviors and cultural variations in digital brand engagement.

This article explores the integration of creative and historical tourism through a comparative examination of two prominent cultural destinations in East Java, Indonesia: Bandar Grisse in Gresik and the Bung Karno Memorial Park in Blitar. Bandar Grisse, a revitalized old-town district, exemplifies a unique urban tourism model that blends colonial architectural heritage with a contemporary pedestrian-friendly layout reminiscent of Malioboro Street in Yogyakarta. Central to its historical significance is the Garling (Gardu Suling), an iconic heritage structure equipped with a siren, strategically located amidst a multicultural urban fabric encompassing Dutch, Arab, Chinese, and indigenous settlements. The institutionalization of the “Bandar Grisse” tourism brand has catalyzed a series of recurring cultural events, including the annual Bandar Grisse Festival and the biweekly Cokro Ekraf Festival, fostering local creative economies. Complementing this urban heritage is the Bung Karno Memorial Park, a monumental site that not only serves as the final resting place of Indonesia’s first president but also as a locus of national remembrance and civic education. Employing a qualitative descriptive approach, this study underscores the symbiotic relationship between heritage preservation and cultural innovation in promoting sustainable tourism rooted in local identity and historical consciousness.

This research analyzes the positive impact of visual branding on the development and market position of MSMEs through case studies on Brodo and Adorable Projects. Visual branding is a crucial element in shaping consumer perceptions and increasing the competitiveness of MSMEs amidst increasingly fierce industrial competition. This research uses semiotic analysis methods to examine the visual signs in the logo, colors, typography and other elements that are the visual characteristics of the two brands. The analysis was carried out using a semiotic qualitative approach. Effective visual branding not only strengthens brand identity in the market, but also creates a positive emotional connection with consumers. This study confirms the importance of investing in attractive, consistent and culturally relevant visual elements to build sustainable and highly competitive MSME brands.

This study discusses the importance of creating a logo as a visual identity for Micro, Small, and Medium Enterprises (MSMEs) in increasing consumer appeal. A strong visual identity can strengthen brand image and differentiate MSME products from their competitors. Through a graphic design and visual communication approach, the logo is designed based on business characteristics and target market preferences. The results of the study show that a strategically designed logo can increase consumer trust, strengthen brand image, and provide added value to the product. Creating a logo as a visual identity has proven to be an effective step in supporting MSME marketing in a more professional and attractive way.

Mentoring activities for MSMEs engaged in snacks, namely tempeh chips. Production activities are carried out every day because of the many enthusiasts and consumers who like the products of the Mak Ribut Tempeh Chips MSME. The purpose of this activity is to The purpose of this activity is to provide assistance for business development in MSMEs by identifying problems that exist in MSMEs, and trying to provide alternative solutions. After conducting the observation stage, several problems were found faced by MSMEs, including not having a business profile, not having a logo, not having a promotional Banner, not having a packaging sticker, not having a stamp, not having promotional media in the form of product photos, production videos and promotional videos, not having a social media account, not knowing the calculation of HPP, and not having simple financial records. During the mentoring activities that created a series of activities that resulted in several programs and after analyzing the UMKM Keripik Tempe Mak Ribut produced a positive impact on UMKM owners such as having a business profile that is useful as a business identity, logo, Banner, packaging stickers that are useful for introducing product brands, stamps, product photos, production videos, promotional videos, social media accounts, as a promotional media in marketing their products, and updates on gmaps so that consumers know the location of the business. Calculation of HPP (Cost of Goods Sold) so that UMKM know how much profit is obtained, as well as simple bookkeeping so that business finances are organized and not mixed with personal finances.

In exploring the important role of Candi Pari, the Mpu Tantular Museum, and Kampung Lawas Maspati as branding destinations, these sites significantly contribute to strengthening cultural identity and enhancing tourism appeal in East Java. Candi Pari, with its architectural beauty and historical value, serves not only as an attractive landmark but also as a profound symbol of cultural richness. The Mpu Tantular Museum functions as an information and educational center, housing collections of artifacts that reflect the historical journey and traditions of the local community, providing visitors with an educational experience. Kampung Lawas Maspati adds a unique dimension by offering visitors the opportunity to interact directly with the traditions and daily life of the local people. Through cultural preservation and the promotion of traditional activities, this village successfully attracts tourists seeking to experience the authenticity of Javanese culture. This article also discusses the branding strategies implemented to enhance the visibility and competitiveness of these three destinations in the tourism market. Through an integrated approach, these locations not only serve as tourist attractions but also as means to raise awareness of the importance of cultural preservation. Ultimately, this article emphasizes that developing tourist destinations based on local identity can have a positive economic impact on the community while preserving the region's rich cultural heritage

The development of digital technology encourages MSME players to utilize digital platforms as a medium of information and communication with customers. Widasari Bakery is a bakery established since 1999 in Sidoarjo, has not maximized digital platforms such as websites as information media. This study aims to design the interface design of the Widasari Bakery website as a medium of information and communication to customers. The research method used uses qualitative and quantitative methods involving surveys, interviews, questionnaires, and literature studies, and uses the fishbone diagram method and SWOT analysis to identify problems and look for development potential. The results of this design are expected to increase brand identity and market reach and strengthen the growth of the Widasari Bakery brand in the digital era.

This study explores the rebranding of Universitas Karya Husada Semarang as a strategic effort to enhance brand awareness in a competitive higher education environment. The research adopts a qualitative descriptive approach combined with the Research and Development (R&D) method to design and validate an effective rebranding strategy. Data were collected through observations, interviews with university stakeholders, and questionnaires distributed to students and the general public. The rebranding process involves updating the visual identity, refining brand communication, and strengthening institutional positioning. The R&D stages include problem identification, data collection, product design, expert validation, and limited testing. Results show that a structured, research-based rebranding approach significantly improves brand awareness and public perception. This initiative not only reinforces the university’s image but also increases its appeal to prospective students. The study offers strategic insights for other educational institutions seeking to strengthen their brand identity. 

Micro, Small and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy, especially in job creation and income distribution. Despite this, many MSMEs face challenges in building a strong and professional brand image. One of the efforts to overcome these problems is through assistance in logo design. The logo serves as a visual identity that can strengthen the brand's position in the minds of consumers. This study aims to analyze the effect of logo design assistance on strengthening the image of micro businesses. The method used is a literature study of various scientific journals and community service reports in Indonesia that are relevant to this topic. The study results show that logo design assistance is able to increase brand awareness, consumer confidence, and encourage increased sales of MSME products. Thus, graphic design assistance programs such as logos can be an effective strategy in improving the competitiveness and sustainability of MSMEs in local and global markets.

Kebun Raya Mangrove (KRM) Surabaya is the first thematic botanical garden in Indonesia that focuses specifically on the mangrove ecosystem. It serves multiple functions, including conservation, education, research, and recreation. With its ecological uniqueness, KRM has strong potential to develop into a prominent ecotourism destination. However, post-pandemic conditions have seen a significant decline in visitor numbers, indicating the urgent need for more effective and targeted marketing strategies. This study aims to identify and evaluate marketing strategies that can enhance tourist interest and increase visitation to KRM Surabaya. The research adopts a descriptive method with a qualitative approach by collecting both primary data (through observations and interviews) and secondary data, which are then analyzed thematically. The findings indicate that KRM is currently facing several critical challenges, including limited accessibility, inadequate digital promotion, and environmental maintenance issues. Existing marketing efforts—such as affordable ticket pricing, minimal promotion via the official social media accounts of the Food Security and Agriculture Service, and limited collaboration with local SMEs—have not successfully expanded KRM’s market reach or visibility. To address these gaps, the study recommends a comprehensive marketing strategy that includes the optimization of digital marketing through official KRM-managed social media channels, strategic partnerships with ecotourism influencers, the organization of thematic events (e.g., mangrove festivals), and the innovation of mangrove-based products that can boost local identity and visitor engagement. By implementing these strategies, KRM is expected to strengthen its destination branding, attract a broader audience, and establish itself as a leading model for sustainable tourism in Surabaya and beyond.

Micro, Small and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy, especially in job creation and income distribution. Despite this, many MSMEs face challenges in building a strong and professional brand image. One of the efforts to overcome these problems is through assistance in logo design. The logo serves as a visual identity that can strengthen the brand's position in the minds of consumers. This study aims to analyze the effect of logo design assistance on strengthening the image of micro businesses. The method used is a literature study of various scientific journals and community service reports in Indonesia that are relevant to this topic. The study results show that logo design assistance is able to increase brand awareness, consumer confidence, and encourage increased sales of MSME products. Thus, graphic design assistance programs such as logos can be an effective strategy in improving the competitiveness and sustainability of MSMEs in local and global markets.