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Digital transformation in the Industry 4.0 era has accelerated changes in consumer behavior and intensified competition in online markets. Under heterogeneous and increasingly saturated conditions, mass-marketing approaches become less effective, making niche market strategies more relevant as a path to differentiation. This article aims to formulate a systematic framework for independently building a niche market in the digital era through a synthesis of academic literature and a practical social-media case. The study uses a conceptual literature review integrating niche marketing theory, niche success characteristics, and social media marketing dynamics. The review indicates that effective niche market development follows sequential stages: (1) identifying specific market needs/problems, (2) designing a relevant product/service solution, (3) sharpening the target into a clearly defined niche, (4) formulating a unique selling point (USP) and value proposition, (5) conducting small-scale validation through a portfolio/MVP, (6) executing social media marketing, (7) maintaining consistent content and digital branding, and (8) performing continuous adaptive evaluation. The @foodish_mks case reinforces that content consistency and social-media utilization act as key mechanisms linking digital marketing intensity to niche success. This article contributes a cross-sector niche-building roadmap aligned with algorithmic, community-based digital platforms, and proposes a testable hypothesis model (H1–H6) for future empirical validation.

Community Service (KKN) is one method to implement the Tri Dharma of Higher Education through community service activities. The Independent KKN Project from the University of Muhammadiyah North Sumatra in 2025 was implemented in Dolok Kahean Village, Tapian Dolok District, Simalungun Regency, with the theme "Innovation and Creativity as Keys to Entrepreneurial Success in the Digital Economy Era. " The purpose of this study is to improve the ability of Micro, Small, and Medium Enterprises (MSMEs) actors in maximizing product marketing using digital marketing, with an emphasis on the use of photo and video content for business branding. The implementation methods of this activity include observation, interviews, socialization, and training in photography practices, editing, and digital content strategies. The results of this activity show an increase in knowledge and skills of MSME actors in creating promotional content, building brand identities (such as logos and product packaging), and utilizing social media as a marketing tool. In addition, social activities such as mutual cooperation, economic education in schools, and the creation of educational signs about waste also contribute to increasing social awareness in the community. The success of this activity was facilitated by community cooperation and support from village officials, while the main challenges were geographical conditions and limited transportation. Overall, this KKN activity had a positive impact on the development of local MSMEs, increased digital literacy, and strengthened the relationship between students and the village community, demonstrating the role of higher education institutions in community empowerment.

This study investigates the influence of coffee brewing device branding on the sensory perception of coffee flavor at TEFA Javanica, Politeknik Negeri Banyuwangi. Focusing on three V60 dripper brands—Hario (Japanese brand), Indotara (local generic brand), and One Two Cup (local brand with English naming)—the research employs an experimental quantitative approach combining blind and branded taste tests. The blind test eliminates brand influence, allowing assessment of the inherent coffee taste, while the branded test examines how brand expectations affect flavor experience and consumer perception. Sensory evaluation follows the Specialty Coffee Association's standardized cupping protocol, assessing aroma, taste, aftertaste, balance, and overall impression. Data from 45 purposively selected experienced coffee tasters were analyzed using the McNemar test to statistically compare preferences between blind and branded conditions. Results show significant brand effects on consumer perception for two of the three brands tested, highlighting branding’s role in shaping sensory experience. These findings offer valuable insights for coffee producers and marketers to optimize brewing device selection and branding strategies, enhancing customer satisfaction and competitive positioning. Academically, the study enriches literature on sensory branding in coffee, emphasizing the importance of equipment branding in specialty coffee markets. This research also lays groundwork for future studies exploring marketing and consumer psychology aspects within the specialty coffee industry.

This study aims to uncover public perception of Islamic banking in Jember Regency as well as the factors that cause low account ownership in Islamic banks, even though the majority of the population is Sunni Muslim. This study uses a descriptive qualitative approach with data collection techniques through direct interviews with people who do not choose Islamic banks as financial institutions. The results of the study show that the low level of public knowledge about Islamic banking systems and products is the main factor influencing their decisions. In addition, promotions carried out by Islamic banks are considered less effective and do not directly touch the needs and understanding of the community. The lack of supporting facilities such as ATMs and service offices also strengthens the perception that Islamic banks are not significantly different from conventional banks. Weak branding and education cause Islamic banking products to be less attractive in the eyes of the public. Therefore, a more intensive education strategy and a promotional approach that directly touches the community, as well as an improvement of basic service facilities so that Islamic banks can provide optimal services and increase public trust. This study recommends strengthening Islamic financial literacy and expanding access to services as strategic steps to encourage Islamic financial inclusion in Jember.

The digital transformation era requires university students to develop digital literacy competencies that not only support academic activities but also serve as essential capital for entering the workforce and pursuing entrepreneurship. One relevant professional platform to enhance career readiness is LinkedIn, which serves as a medium for both personal branding and professional networking. This community service aimed to improve students’ digital literacy and career readiness through mentoring sessions on LinkedIn account optimization. The program involved the students from the English Education (TBI) and Physics Education (TFS) study programs at the Faculty of Tarbiyah and Teacher Training, UIN Palangka Raya, comprising prospective teachers and professionals across various disciplines. The implementation was carried out through tutorials and direct mentoring in two sessions, covering account creation, developing professional headlines and summaries, adding skills and experiences, and uploading simple portfolios. The results indicated that all participants successfully created or improved their LinkedIn profiles, actively engaged in the activities, and demonstrated a greater awareness of the importance of a professional digital identity, which can be seen from the students’ participation, the quality of the profiles produced, and their commitment to continuously developing their LinkedIn accounts. The program highlights LinkedIn’s strategic role in strengthening digital literacy and career readiness among university students in the global era.

Micro, Small, and Medium Enterprises (MSMEs) play a very important and strategic role in supporting the overall economic structure, with a contribution of 61.97% to the country's Gross Domestic Product (GDP). However, MSMEs, especially in rural areas, still face fundamental challenges, such as a lack of understanding and implementation of modern marketing and digital technologies. This service focuses on strategic efforts to empower Rengginang Ibu Saliem MSMEs in Dolok Kahean Village through a digital transformation program. The method used is descriptive qualitative Action Research, designed for direct program implementation and evaluation. The results of the pre-intervention showed that there was a severe digital gap in Rengginang products, although they had a tested taste, but still relied on traditional marketing models. Strategic intervention is carried out through two main pillars, namely, branding optimization by creating the trademark "Rengginang Huta" and a professional logo. Then the implementation of digital marketing through the construction of a virtual storefront on @rengginanghuta_ibusaliem's Instagram account. This program has succeeded in transforming these MSMEs into entities that are ready to compete in the digital ecosystem, in line with the statement that digitalization is the main imperative for MSMEs to survive. However, the evaluation stage identifies the issue of sustainability and digital independence as the next challenge. Long-term success requires more intensive post-program mentoring, focusing on digital operational management, to ensure independence and achieve real impact on improvement in Dolok Kahean Village.

Brand equity turns into a decisive element that affects patient choices. Patients are more likely to select hospitals with strong brand awareness, brand association, perceived quality, and brand loyalty, according. However, there is currently little research on the direct connection to the patient's decision-making process, particularly when it comes to hospitals.This study aims to determine the relationship between brand equity and patient decisions to choose Hospital X in Depok. This study uses a quantitative approach with a cross sectional design. The sample consisted of 131 outpatients selected using consevutive sampling technique and calculated with Gpower software. The independent variables include four brand equity indicators, namely brand awareness, brand association, perceived quality, and brand loyalty, while the dependent variable is the patient's decision. Data were collected through questionnaires and analyzed using the chi- square test. The results show that only brand loyalty is significantly related to patient decisions (p=0.009), while brand awareness, brand association, and perceived quality are not related but need to be improved through more effective marketing strategies. This study contributes to the management of RS X in developing branding strategies to increase patient attraction, especially by strengthening brand loyalty and improving aspects that are not yet optimal.

Optimizing Branding and Digital Marketing as an urgent solution for local MSMEs, particularly Rengginang producer Ibu Saliem in Dolok Kahean Village. This MSME was previously limited to traditional marketing, which hampered market expansion and competitiveness. This community service aims to transform this local business to be competitive in the digital era. The method used is descriptive qualitative with stages of observation, socialization, and program implementation. The main intervention includes the creation of the Rengginang Huta brand identity with a professional logo design. This new logo combines elements of the business's heritage since 1989 and integrated contact information, which strategically increases the selling value and credibility of the product. The second pillar is the implementation of Digital Marketing through the creation of the Instagram account @rengginanghuta_ibusaliem. This account serves as a virtual storefront to overcome geographical limitations and increase reach to a wider consumer base. Intensive training was also provided on content strategies that focus on credibility, sales (Call to Action), and interaction. The results of this community service confirm that the integration of strong and authentic branding with digital marketing strategies is a key catalyst for MSMEs to transform and increase sales turnover. The next challenge lies in the sustainability of content strategies and independent account management by MSMEs to achieve optimal economic potential for Dolok Kahean Village.

Tourism development plays a vital role in attracting visitors, while destination branding contributes to shaping a positive image and a strong identity for the destination. This study employed a qualitative descriptive approach, with data collected through observation, in-depth interviews, and documentation involving the hotel owner, manager, and staff. The aim of this research is to analyze the influence of tourism development and destination branding on the occupancy rate at Raja Hotel Samosir Parbaba. The findings reveal that tourism development around Parbaba White Sand Beach has positively contributed to increasing hotel occupancy, particularly through infrastructure improvements and enhancement of local attractions. Meanwhile, the hotel's branding strategies—highlighting Batak local culture, digital promotion, and local wisdom-based guest experiences—have successfully created a unique appeal for tourists. The synergy between tourism development and branding has proven effective in boosting occupancy rates, especially during holiday seasons and local events. This study concludes that integrated tourism development and destination branding not only increase the number of visitors but also strengthen the hotel's position in the tourism industry. Therefore, sustainable tourism development and appropriate branding strategies are essential for enhancing the competitiveness of hotels and the broader hospitality sector in tourist destinations.

The primary goal of this Community Service Program (PKM) is to assist local farmers in utilizing rabbit urine waste—previously discarded into a value-added product in the form of liquid organic fertilizer (LOF). This innovation aims not only to enhance technical production skills but also to stimulate local economic growth through entrepreneurship based on local resources. The program involves several strategic steps: designing a simple fermentation device using a 20-liter bucket equipped with an airlock and digital thermometer; providing technical training in the LOF-making process, quality control, and hygiene standards; offering entrepreneurial mentoring in production management, financial recording, branding, and marketing; and developing local distribution networks through farmer groups and agricultural shops. The results show that partners can independently produce consistent-quality LOF, packaged in 600 ml bottles with simple labeling for commercial appeal. The program improves technical and entrepreneurial skills, increases farmers’ income, fosters cooperation, and supports sustainable agriculture through environmentally friendly waste utilization.

Kramat Village, located in Tlanakan District, Pamekasan Regency, is a coastal area with abundant fisheries resources, one of which is fish paste (petis ikan), a long-standing local product. However, the processing businesses in this village still face challenges, particularly in terms of simple packaging and traditional marketing patterns, making it difficult to compete in modern markets. To address these issues, the Community Service Program (KKN) of Universitas Madura implemented training and mentoring focused on packaging innovation and the introduction of digital marketing strategies. The implementation methods included field observations, interviews with business actors, training to improve product quality, trial application of new packaging, and program evaluation. The results indicated significant improvements in product packaging quality, entrepreneurial skills in branding, and the utilization of social media as a promotional tool. A key achievement was the shift in entrepreneurs’ mindset from merely producing for local consumption to targeting broader markets. The program’s contribution lies in producing more competitive fish paste products, enhancing entrepreneurial literacy among the community, and strengthening the competitiveness of local MSMEs. Therefore, this KKN activity not only creates short-term impacts but also opens opportunities for sustainable community economic development.

In an era of increasingly open and developing information, the image of state institutions is a reflection of a government and can affect public trust. Therefore, LAN RI Public Relations carries out Digital Public Relations activities using social media so that LAN RI can maintain its image in the eyes of the public. The purpose of this research is to describe Regina Luttrel's SOME theory in the activity of using social media in maintaining the image of the institution. The theory used in this research is the SOME theory which has the dimensions of Share, Optimize, Manage, and Engange (Regina Luttrell). This research also uses image theory which consists of Perception, Cognition, and Motive dimensions (Walter Lippmann). This study concludes that LAN Public Relations in the Concept of The Circular Model of SOME implements Share by utilizing various social media platforms. Content is organized through a curation process that is tailored to the institution's guidelines to create relevant and informative communication. Through Optimize, the effectiveness of message delivery is measured based on data analytics with strategies that consider platform algorithms. In the Manage stage, LAN's PR team monitors and analyzes emerging issues, ensuring a quick response to sensitive issues. Engage efforts are demonstrated through surveys, quizzes, discussion forums, and employee personal branding efforts that strengthen public engagement while building trust.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy but still face challenges in utilizing digital technology for marketing. Shofi Cookies, as the partner of this program, has been using TikTok and a website, yet their utilization remains suboptimal. This community service activity aimed to enhance the partner’s digital capacity through social media analysis, website audits, and digital branding training. The methods included evaluating the TikTok account, auditing the website’s Search Engine Optimization (SEO), and providing training on the use of WordPress Content Management System (CMS) along with branding strategies. The results showed that the TikTok account was still personal, limiting analytic data, while the website audit produced a C- SEO score with issues in mobile access speed. The training, attended by the owner and operator, received positive responses with high satisfaction, although participants’ understanding still needs improvement. The implication of this activity highlights the importance of follow-up actions such as switching to a TikTok business account, increasing content upload consistency, and optimizing website SEO. With these efforts, Shofi Cookies is expected to strengthen competitiveness, expand market reach, and increase sales in the digital era.

This interactive study examines the impact of green marketing on the development of competitive capabilities in Iraqi companies, highlighting its role as a strategic approach for achieving sustainable market advantage. Green marketing involves environmentally responsible practices in product design, pricing, promotion, and distribution, which contribute to building brand reputation and operational excellence. The study explores the relationship between green marketing initiatives and enhancing firms' competitive capabilities, emphasizing how eco-friendly practices influence performance and strategic positioning. By analyzing green marketing theory, the study provides a comprehensive understanding of how sustainability-focused strategies can strengthen innovation, differentiation, and customer loyalty. It underscores the role of green marketing in improving long-term competitiveness and aligning business goals with environmental responsibility. Using empirical studies and diverse sources, the research demonstrates that green marketing is not merely a branding tool but a core element in building strategic advantages, especially within Iraq’s evolving market and regulatory environment. The findings reveal a positive relationship between green marketing practices and competitive capabilities. Environmentally driven strategies improve firm performance, enhance responsiveness to market demands, and reinforce brand value, enabling companies to thrive in dynamic business contexts. Consequently, the research recommends adopting green marketing as an integral component of strategic planning for Iraqi companies to ensure resilience, sustainability, and competitive growth. In conclusion, the study highlights the positive impact of green marketing on enhancing competitive capabilities in the Iraqi context, affirming its importance as a foundational pillar in business strategy to address environmental challenges and achieve long-term success. Furthermore, it suggests future studies explore the specific challenges and opportunities of implementing green marketing in different sectors.

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.

This study aims to analyze the forms, processes, and impacts of agricultural entrepreneurship service and product innovation conducted by university students on the development of micro, small, and medium enterprises (MSMEs) in Sumbawa Regency. The research employed a descriptive qualitative approach, utilizing in-depth interviews, participatory observation, and document analysis as data collection techniques. The participants included student entrepreneurs, agricultural MSME actors, and academic supervisors. The findings indicate that students play a significant role in developing knowledge- and technology-based innovations, particularly through local product branding, digital marketing, and the application of design thinking. These innovations contribute to increasing product value, expanding market reach, and enhancing managerial capacity among MSME actors. However, challenges such as limited resources and low digital literacy still affect the sustainability of innovation programs. The study highlights the importance of a quadruple helix collaboration model—linking universities, local governments, industries, and communities—to establish a sustainable and inclusive agricultural innovation ecosystem.

The development of digital technology has transformed the way humans think, interact, and solve problems in various aspects of life. In this context, design thinking emerges as a creative, empathetic, and innovative mindset centered on human needs to address complex challenges in the digital era. This study aims to analyze the role of design thinking in fostering creative and ethical personalities through the strengthening of soft skills and social media branding and analyze the role of design thinking in developing creative and ethical personalities through strengthening soft skills and social media branding in the digital era. Using a descriptive qualitative approach, this research will explore how the application of design thinking can encourage individuals to think innovatively and responsibly, as well as how social media branding can strengthen self-image and digital ethical values. The research employs a qualitative descriptive approach using literature review methods based on relevant national and international sources. The study's findings indicate that design thinking plays a crucial role in fostering innovative mindsets, empathy, and moral responsibility, which form the foundation for developing a creative personality. Meanwhile, social media branding serves as a means to strengthen self-image, digital ethical values, and personal integrity online.

This study explores the implementation of communication strategies in building personal branding on YouTube, with a particular focus on the micro-gaming content creator bioplazee. Using a qualitative approach, this research adopts a systematic literature review method by analyzing scientific journals, academic books, and other relevant sources published within the last five years. In addition, empirical analysis is conducted on the bioplazee YouTube channel to observe real-world applications of communication and branding practices. The study finds that communication strategies serve as a fundamental component in shaping audience perceptions, fostering engagement, and differentiating content creators in an increasingly competitive digital space. For micro-creators with limited resources (352 subscribers), authenticity and local cultural elements—such as using a Javanese accent and adapting to trending game themes—are found to be powerful tools for building a unique identity. However, the research also identifies gaps between theoretical models and practical execution, especially in maintaining message consistency, systematic content planning, and collaborative networking. These findings emphasize the importance of developing more structured, adaptive, and sustainable communication strategies for micro-creators to strengthen their personal branding, attract a loyal audience base, and achieve long-term growth in the dynamic landscape of digital content creation.

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.