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Advances in digital technology have brought significant changes in the way local brands build their brand image and positioning in the market. Social media is one of the main platforms used in marketing communication strategies because of its ability to reach a wide and interactive audience. This research aims to analyze the marketing communication strategy implemented by Daclen, a local fashion brand from Bandung, in shaping sales positioning through the Instagram account @Daclen.id and its official website. The research method used was qualitative descriptive with data collection through in-depth interviews, observations, and documentation. The analysis was carried out using the Circular Method of SOME (Share, Optimize, Manage, Engage) approach which emphasizes the connection between content sharing, message optimization, communication channel management, and active engagement with consumers. The results show that Daclen has succeeded in developing a simple, yet consistent and targeted digital communication strategy. Instagram is used as the primary medium to strengthen the visual power of brands, through uploading high-quality product photos, promotional videos, and active interaction with audiences. Meanwhile, Daclen's official website functions as a credibility center that provides complete information about products, prices, and after-sales service. The combination of the two creates a well-rounded consumer experience and supports an exclusive perception of the brand. Each stage in the SOME model is executed optimally. The Share stage includes the distribution of creative content with a consistent upload schedule. Optimize is done by adjusting messages according to trends and audience responses. Manage focuses on account management and interaction monitoring, while Engage focuses on building emotional connections through quick responses and interactive content. The implications of this study show that the SOME-model-based digital communication approach can help local brands such as Daclen strengthen their positioning, build an exclusive image, and create long-term relationships with consumers amid increasingly fierce competition in the digital fashion industry.

In the increasingly competitive hospitality industry, the role of the front office has become very crucial because it is the first and last point of interaction between hotels and guests. The operational success of a hotel is largely determined by the performance of the workforce in the front office, which directly affects the first impression, guest satisfaction, and overall reputation of the hotel. This study discusses in depth the importance of the Front Office Workforce Maintenance Program at Hotel Room Inc Bandung as a human resource management strategy to improve service performance. The program covers various aspects, such as providing regular training, developing communication skills, understanding guest management, and improving employee well-being, motivation, and loyalty. The main goal of this program is to minimize turnover rates, improve workforce competence, and maintain optimal hotel service standards. Through this approach, hotels can create a conducive working atmosphere, consistent service, and a memorable stay experience for guests. The findings in this study indicate that investment in workforce maintenance directly has a positive impact on service quality and guest satisfaction, which is the key to success in the modern hospitality industry.

Entrepreneurship training is an important strategy in the economic empowerment of village communities, especially for the youth of Karang Taruna and PKK members who have a strategic role in local development. In Kaladawa Village, local potentials such as agricultural products, processed food, and handicrafts actually have a fairly high economic value. However, this potential has not been utilized optimally due to low knowledge, skills, and access to information and technology that supports entrepreneurship. Lack of understanding of business planning, digital marketing, and financial management is often the main obstacle that hinders village communities from starting and developing businesses independently. This community service activity aims to increase the capacity and economic independence of the residents of Kaladawa Village through practice-based entrepreneurship training. The training is comprehensively arranged, combining interactive lecture methods, group discussions, case studies, and simple business simulations so that participants are able to understand in theory and practice. The training material includes basic concepts of entrepreneurship, identification and analysis of local potential-based business opportunities, preparation of business plans, digital marketing strategies using social media, and financial management of micro businesses. Not only technical skills, this training also equips participants with soft skills such as business communication skills, teamwork, and creative and innovative thinking. The results of the activity showed a significant increase in participants' understanding of the basic principles of entrepreneurship and readiness to start a business independently. The pre-test and post-test evaluations showed a spike in comprehension scores, while the business plan products developed by participants showed creativity and the use of local potential that had not been previously worked on. Some participants have even formed community-based small business groups. This training also succeeded in forming an adaptive and innovative entrepreneurial mindset and building a social network that supports business collaboration.

Entrepreneurship training is an important strategy in the economic empowerment of village communities, especially for the youth of Karang Taruna and PKK members who have a strategic role in local development. In Kaladawa Village, local potentials such as agricultural products, processed food, and handicrafts actually have a fairly high economic value. However, this potential has not been utilized optimally due to low knowledge, skills, and access to information and technology that supports entrepreneurship. Lack of understanding of business planning, digital marketing, and financial management is often the main obstacle that hinders village communities from starting and developing businesses independently. This community service activity aims to increase the capacity and economic independence of the residents of Kaladawa Village through practice-based entrepreneurship training. The training is comprehensively arranged, combining interactive lecture methods, group discussions, case studies, and simple business simulations so that participants are able to understand in theory and practice. The training material includes basic concepts of entrepreneurship, identification and analysis of local potential-based business opportunities, preparation of business plans, digital marketing strategies using social media, and financial management of micro businesses. Not only technical skills, this training also equips participants with soft skills such as business communication skills, teamwork, and creative and innovative thinking. The results of the activity showed a significant increase in participants' understanding of the basic principles of entrepreneurship and readiness to start a business independently. The pre-test and post-test evaluations showed a spike in comprehension scores, while the business plan products developed by participants showed creativity and the use of local potential that had not been previously worked on. Some participants have even formed community-based small business groups. This training also succeeded in forming an adaptive and innovative entrepreneurial mindset and building a social network that supports business collaboration.

Smartpolitan Village is a village development concept that integrates information and communication technology (ICT) in resource management and public services to improve the quality of life of the community. For this reason, this Community Service activity is entitled "Improving Television Information Literacy for Village Officials as a Means of Validating Fake News (Hoaxes) in Smartpolitan Village Wantilan, Subang Regency". The aim is to implement the Tri Dharma of Higher Education and assist partners in improving their ability to develop an understanding of information literacy towards a Smartpolitan Village. Limited digital literacy of the community and the vulnerability of the community to the spread of hoaxes. Therefore, efforts are needed to improve the digital literacy of the community and utilize television as a medium for validating fake news so that Wantilan Village can truly become a Smartpolitan Village that is smart, informative, and resilient to hoaxes. Based on the identification of problems with partners, the team provides solutions and methods that can overcome these problems through: 1. Providing basic introductory material on fake news and how to validate information through television which is used as knowledge. 2. Providing direction in the form of material, techniques for preventing the spread of hoax news and the impacts of spreading or consuming fake news without validating it. 3. Conducting assistance in the practice of validating television media information. Based on the solutions and output targets achieved from the implementation of the PKM program on partners, village officials and residents in Wantilan Village, Cipeundeuy District, Subang Regency, the Community Service Team determined the approach method with: 1. Direction and training 2. Technical Guidance (Bimteks) 3. Mentoring

One of the main challenges faced by prospective educators is the limited understanding and application of Positive Discipline in the educational process, which hampers optimal character development in students. This community service program aims to enhance the capacity of Primary School Teacher Education (PGSD) students at Universitas Terbuka (UT) Jayapura through Smart Education training on the implementation of Positive Discipline as a strategy to build students’ integrity, responsibility, and independence. The activity was conducted using a participatory approach through workshops, interactive discussions, and case study simulations. The results showed an 85% increase in participants’ understanding of Positive Discipline concepts, as well as improved skills in applying such approaches in educational settings. Post-training evaluations also revealed positive changes in participants’ thinking patterns regarding educational communication and the importance of early character education. This program contributes significantly to preparing future teachers who are oriented toward character development and a more humanistic school culture.

This research analyzes the strategies and collaboration between guidance and counseling teachers and homeroom teachers in addressing problematic students at SMP Negeri 4 Medan. The background of this study highlights the importance of guidance and counseling services in supporting students’ personal and social development, especially during the critical transition period in junior high school. However, the implementation of these services often encounters obstacles such as negative perceptions, lack of formal guidelines, and professional challenges. Using a qualitative descriptive method through interviews, observations, and documentation, the research reveals that effective strategies include building positive relationships, early detection, preventive and curative interventions, and open communication with parents. The synergy between guidance and counseling teachers and homeroom teachers, through regular information exchange and coordinated intervention planning, significantly improves the management of problematic students. Nevertheless, challenges such as limited time, differences in role perceptions, and lack of structured communication forums still hinder optimal collaboration. The study concludes that comprehensive and coordinated collaboration is essential for effective management of student problems in schools.

This study focuses on prioritizing quality and customer satisfaction as the key to the success of the Dapur Mami Icha Catering MSME in Medan, North Sumatra. This business, which started with a small capital, has succeeded in building a reputation through serving delicious, healthy, and affordable food menus, as well as friendly and personal service. The strategy for retaining customers is carried out through a direct communication approach, such as reminders to order before the event day, and price adjustments according to customer needs. In addition, innovation in menu development and consistency in quality are the main factors that make customers loyal and recommend this service. Collaboration with similar business actors also strengthens the competitiveness and capacity of the business. The success of Dapur Mami Icha confirms that focusing on product quality and customer satisfaction is an important foundation in building a sustainable and competitive MSME business in the local catering market.  

The quality of public service is one of the indicators of the success of local governments in the context of regional autonomy. This research examines the implementation of the Integrated Administrative Services Program (PATEN) in Kalidawir District, Tulungagung Regency, as a strategy to bring administrative services closer to the community. This study aims to determine the quality of PATEN services and identify the inhibiting factors in optimizing the conduct of public services. The method used is descriptive qualitative method. Data were collected through observation, documentation, and interviews, and then analyzed interactively using the Miles and Huberman model. This study adopts five dimensions of service quality according to Zeithaml, Berry, and Parasuraman, namely: physical evidence, reliability, responsiveness, assurance, and empathy. The research findings indicate that the implementation of PATEN in Kalidawir District has good performance in terms of service infrastructure, procedural accuracy, responsiveness, and transparency. The inclusivity of services is supported by facilities such as child-friendly rooms and breastfeeding rooms. The staff always implements SOP, provides timely services, and maintains professional behavior. However, there are two main obstacles that hinder the optimization of services: inadequate infrastructure for the elderly and persons with disabilities, as well as limited public understanding of service procedures. These challenges affect access, efficiency, and perceptions of service delivery. This study concludes that although PATEN services in Kalidawir District meet general standards, improving inclusive facilities and communication strategies is essential for more equitable and effective service outcomes.  

This study aims to determine the Marketing Communication Strategy for Teman Bus Mamminasata Transportation Services on Social Media in Makassar City. The method used is the Qualitative Method using data collection techniques through interviews and documentation, while the targets of this study are the transportation agency, passengers, and the community. The results of this study indicate that the application of Communication Strategy to Teman Bus Maminasata transportation services through social media has not been carried out systematically. It can be seen in several posts on Teman Bus Mamminasata social media accounts that were updated 2 years ago, although the marketing strategy carried out by the transportation agency is in the form of public socialization through forums, visits and events, but this does not affect public interest in using Teman Bus Mamminasata. Therefore, the application of marketing strategies through social media can help managers to easily disseminate information related to tutorials on using Teman Bus Maminasata, as well as the routes taken by this public transportation.

This community service activity aims to optimize the strengthening of teachers' soft skills through the implementation of the Pancasila Student Profile Strengthening Project (P5) based on scientific literacy. Soft skills such as communication, collaboration, critical thinking, and leadership are essential competencies for teachers in creating meaningful and transformative learning. This activity was carried out in several public elementary schools in Bekasi City with a participatory training approach and direct practice-based mentoring. The training materials were designed to integrate scientific literacy with Pancasila values ​​in the context of thematic learning. The results of the activity showed a significant increase in communication skills, collaboration skills, and teacher understanding in applying the dimensions of the Pancasila Student Profile into the learning process. In addition, this program also had a positive impact on shaping the professional behavior of teachers who were more reflective, collaborative, and oriented towards strengthening student character. These findings indicate that the integration of scientific literacy within the P5 framework can be an effective strategy in developing teachers' pedagogical competence.

This community service activity aims to optimize the strengthening of teachers' soft skills through the implementation of the Pancasila Student Profile Strengthening Project (P5) based on scientific literacy. Soft skills such as communication, collaboration, critical thinking, and leadership are essential competencies for teachers in creating meaningful and transformative learning. This activity was carried out in several public elementary schools in Bekasi City with a participatory training approach and direct practice-based mentoring. The training materials were designed to integrate scientific literacy with Pancasila values ​​in the context of thematic learning. The results of the activity showed a significant increase in communication skills, collaboration skills, and teacher understanding in applying the dimensions of the Pancasila Student Profile into the learning process. In addition, this program also had a positive impact on shaping the professional behavior of teachers who were more reflective, collaborative, and oriented towards strengthening student character. These findings indicate that the integration of scientific literacy within the P5 framework can be an effective strategy in developing teachers' pedagogical competence.

This study aims to identify and analyze the strategies implemented by the head of administration in improving the quality of administrative services at Madrasah Tsanawiyah Laboratorium, Jambi City. Improving the quality of institutional administrative services aims to support the overall quality of the madrasah. Based on national education standards set by the Ministry of Education and Culture, good school quality must also be reflected in the aspect of administrative services. Therefore, the leadership role of the head of administration is very important in designing and implementing strategies that support the achievement of the institution's vision and goals. This study uses a qualitative descriptive approach from an educational perspective. The main objectives of this study are to explore the process of strategic planning, implementation, strategy evaluation, and supporting and inhibiting factors in improving administrative services. Data collection was carried out through interviews, observations, and documentation. Data analysis techniques used include data reduction, data presentation, and verification, with data validity guaranteed through triangulation of sources, methods, and data. The results of the study indicate that the planning strategy used by the head of administration focuses on the principle of "the sooner the better," through friendly, innovative service, process simplification, service acceleration, and planning the use of ABK (Workload Analysis) guidelines. The strategy implementation is carried out in an integrated manner through regular meetings, active coordination with the head of the madrasah, the use of digital applications, and an effective work system. Evaluations are carried out daily by the head of the madrasah directly or online via WhatsApp, and using SWOT analysis to assess service progress. Supporting factors include staff training, open communication, and regular evaluations. Meanwhile, the main inhibiting factor is the shortage of administrative staff, which causes an excessive workload on the head of administration who also has teaching duties.

Community-based waste management in military housing areas, particularly within the environment of Markas Komando Pasukan Khusus (Makopassus), still faces several challenges. This service initiative aims to enhance the participation of the Army Wives Association (Persit) members of Kopassus in the Waste Bank program through the optimization of communication strategies. The method employed is Participatory Action Research (PAR), which actively involves the community in all stages of the activity, from problem identification to evaluation. Activities were carried out through outreach, technical training, online and offline communication campaigns, and participatory evaluations. The results show significant changes, including the formation of a Waste Bank working group, improved household waste sorting behavior, the emergence of local leaders from among Persit members, and the growth of collective awareness toward circular economy-based waste management. These findings confirm that communication strategies tailored to the audience's characteristics and based on community-centered approaches can effectively drive social change within military environments. This program holds the potential for replication in similar communities to support sustainable development through community empowerment.

One of the key elements in a company is customer service, which must be supported by a conducive environment. A supportive environment can be an added value for the company. Companies that sell products must consider that good service will create a positive image in the eyes of customers, making them feel that their needs are met. This study examines the service model and mechanism at XYZ Restaurant. The purpose of this article is to identify the model and mechanism used in the budgeting process at XYZ Restaurant. The research method employed is library research. The findings indicate that XYZ Restaurant applies both Top-Down and Bottom-Up budgeting approaches and is capable of adopting a combined budgeting approach. The budgeting process at XYZ Restaurant involves setting the company's vision and strategy, budgeting determination, communication and commitment, budget implementation, as well as monitoring and evaluation.

Word of mouth (WOM) marketing is an effective marketing communication strategy that utilizes direct recommendations from consumers to other potential consumers. This research aims to analyze the implementation of the WOM marketing strategy carried out by Ciganjur Outdoor, an MSME providing outdoor equipment rental services in Jakarta. The research was conducted using qualitative methods through in-depth interviews, observation and documentation. The results show that Ciganjur Outdoor has implemented a WOM strategy with the elements talkers, topics, tools, taking part, and tracking. Through direct interaction with potential consumers and utilizing feedback, Ciganjur Outdoor seeks to build brand awareness and strong relationships with consumers. The obstacles faced are the lack of human resources and the lack of optimal use of outdoor communities. This research is expected to provide insight into the implementation of WOM strategies, especially for MSMEs in the service industry.

The use of persuasion theory is extremely important in daily life. Persuasion is crucial in situations other than marketing campaigns or political campaigns. Disseminating information to the general public and researching shifts in social norms and values both require persuasion. Aristotle's rhetorical triangle—ethos, pathos, and logos—is one of the persuasive techniques that have a significant impact on the communication industry. Aristotle's rhetorical triangle has been the subject of numerous studies, but few have addressed the problem of message delivery, particularly in digital public service announcements. The writer was encouraged to hold an ABDIMAS activity entitled "The application of Aristotle's rhetoric as a persuasive strategy for public service messages by Gen Alpha" at SMA Fons Vitae 1 Matraman, East Jakarta. The participants who attended were 22 people, 11 men, and 11 women, a combination of students from grades X to XII who were members of the English Club. The ABDIMAS activity which was held on Thursday, March 13, 2025, combined lecture technique and direct practice. From the results of the practice, it was found that all participants were able to apply Aristotle's rhetorical triangle persuasion strategy, with the most dominant strategy used being logos.

This study aims to analyze in depth the role of corporate communication strategies in enhancing customer satisfaction and maintaining product quality at Labbaik Chicken, a company operating in the fast food industry. In the context of the digital era and the Fourth Industrial Revolution, effective communication strategies are crucial for strengthening brand image and maintaining competitiveness in an increasingly dynamic market. Corporate communication serves not only as a tool for delivering information but also as a bridge to build long-term relationships with customers. This research employs a qualitative approach through literature review to explore relevant communication theories and link them to factors that influence customer satisfaction and product quality. The findings reveal that good, transparent, and responsive communication from the company can enhance customer trust, foster loyalty, and create a positive customer experience. Furthermore, consistent product quality that aligns with customer expectations—in terms of taste, presentation, and service—has a significant impact on customer satisfaction and purchasing decisions. Therefore, companies need to implement integrated communication strategies alongside product quality management to create added value and differentiation in the market. The conclusion of this study highlights that an appropriate corporate communication strategy is one of the key factors in increasing customer satisfaction and strengthening the company’s position and reputation in the competitive fast food industry.

Gandaria 8 Building is an office building that provides services for tenants with various business needs. One of the main focuses of Gandaria 8 Building management is to build good relationships with tenants and address their complaints through the Tenant Relations Division. This study aims to analyze the communication strategies implemented by the Tenant Relations Division in handling Tenant complaints at Gandaria 8 Building. The data collection methods used in this study include observation, interviews, and literature review, with a qualitative analysis approach. The Tenant Relations Division of Gandaria 8 Building implements communication strategies that involve the use of various communication media, such as telephone, email, and WhatsApp, along with a two-way communication approach that is friendly, open, and professional. The stages of handling Tenant complaints begin with complaint receipt, issue analysis, and resolution, ensuring prompt responses. The high level of empathy demonstrated by the Tenant Relations Division staff in responding to Tenant complaints is a critical factor in increasing Tenant satisfaction. However, challenges in documentation remain, necessitating improvements in the recording system to ensure complaints are well-documented and to facilitate monitoring of resolution status. By implementing effective communication strategies, the Tenant Relations Division of Gandaria 8 Building has successfully handled Tenant complaints, although there is still room for improvement, particularly in documentation management

The development of e-commerce has transformed companies’ marketing communication strategies, including CV. Rintis Usaha Bersama, which operates in the sales of medical and industrial gas cylinders. Increasing competition has driven the company to optimize its digital communication strategies to enhance sales and maintain its market competitiveness. An effective marketing communication strategy is essential in attracting customers and fostering their loyalty. Therefore, this study aims to analyze the marketing communication strategies of CV. Rintis Usaha Bersama through e-commerce and evaluate their effectiveness in boosting product sales.  This research employs a qualitative method with an in-depth interview approach involving the company’s management. The analysis is conducted using the SOSTAC model, which includes situation, objectives, strategy, tactics, action, and control in digital marketing strategies. The findings indicate that CV. Rintis Usaha Bersama implements the 4P marketing communication mix (product, price, place, promotion) through e-commerce platforms such as Shopee and Tokopedia. The strategies adopted include clear product information dissemination, transparent pricing, promotional discounts, paid advertising, and flash sale campaigns. However, the main challenges faced by the company include intense price competition and an increasing number of competitors in the e-commerce sector. To improve the effectiveness of marketing communication strategies, the company is advised to develop educational content about its products, enhance customer engagement through responsive services, and collaborate with influencers or affiliate marketers to expand its audience reach. Regular evaluations are also necessary to ensure the strategies remain relevant to the dynamic market trends.