Publication Search

This study aims to analyze the role of TikTok as a digital marketing tool in increasing the number of streams and musicians' income, with a case study of the viralization of the song "Mangu" by Fourtwnty. Using a qualitative approach with a case study method, this study explores the dynamics of the virality of music content on the TikTok platform and its impact on the digital music ecosystem. The results show that the virality of songs is not solely triggered by algorithms, but also by the power of emotional narratives, the relevance of lyrics to the user experience, and the active participation of the audience in the form of production. This phenomenon is driving cross-platform conversions, where TikTok users are switching to streaming services such as Spotify and YouTube, thereby increasing digital royalties and opening up live performance opportunities for musicians. Organic marketing strategies based on audience engagement have proven to be effective in creating broad and sustainable exposure, especially among the digital native generation. This research confirms that TikTok is not only an entertainment platform, but also a strategic medium in building music branding and monetizing works creatively. These findings provide important implications for independent musicians and the music industry in designing adaptive and participatory promotional strategies in an increasingly competitive digital economy.

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.

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.

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.

Mental health is an increasingly critical issue among Generation Z, particularly due to rising academic and social pressures faced by adolescents. This community service program aimed to improve students’ mental health literacy through digital-based education utilizing the Psy-Share platform. The program was conducted at SMAN 93 Jakarta, involving direct health education and the distribution of a Google Form to map students’ psychological conditions and assess their need for online mental health services. Evaluation results showed that 95.8% of respondents agreed with the formal launch of Psy-Share, indicating a high level of acceptance toward digital and innovative educational approaches. However, the development process of this platform encountered challenges, particularly in brand building and addressing stigma surrounding online mental health services. In response, the implementing team developed a robust branding strategy and emphasized educational public communication supported by user testimonials. This program demonstrates that digital approaches can be effective tools in promoting mental health education among adolescents and expanding access to inclusive, responsive mental health services tailored to Generation Z's needs.

Sharia-based Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting national economic growth and developing a competitive halal value chain, yet they still face challenges such as limited digital literacy, restricted access to halal certification, and insufficient marketing strategies aligned with sharia principles. This study aims to analyze the readiness of Sharia MSMEs in utilizing e-commerce platforms as a medium for halal product marketing through a systematic literature review of 50 articles from accredited national journals and reputable international publications. The findings reveal that Sharia MSME readiness is influenced by internal factors, including digital literacy, halal certification, branding strategies, and sharia compliance, as well as external factors such as government policies, digital ecosystem support, and consumer trust. The study highlights the importance of accelerating halal certification, strengthening human resource capacity, and implementing value-based marketing strategies to enhance competitiveness. The implications suggest that synergy among MSMEs, government, and digital platform providers is essential to create an inclusive and sustainable halal ecosystem, enabling Sharia MSMEs to compete effectively in both local and global markets.

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.

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.

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.

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.

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.

This community service activity through the Real Work Lecture (KKN) program aims to increase students' understanding and awareness of the importance of personal branding as a strategy for forming a positive identity for Generation Z. The socialization was held on August 28, 2025, at SMA Negeri 4 Siak Hulu, Teratak Buluh Village, targeting 12th grade students. The methods used were face-to-face counseling through PowerPoint presentations, interactive discussions, and evaluations in the form of pre-tests and post-tests to measure the level of understanding before and after the material was delivered. The results of the activity showed a significant increase in the average student understanding score, from 14.70 on the pre-test to 22.55 on the post-test, with a difference of 7.85 points. A paired t-test also showed a significant difference (p < 0.001), confirming that personal branding socialization is effective in improving student understanding. Thus, this activity not only adds to students' knowledge but also provides them with practical skills in building a positive self-identity, increasing their self-confidence, and preparing them to face the challenges of education and work in the digital age.

This study examines community empowerment in the development of Ulos Ragi Hotang in Desa Meat, Kecamatan Tampahan, Kabupaten Toba. Ulos Ragi Hotang is a cultural heritage of Batak Toba, rich in philosophical and historical meaning, with great potential as a creative economy product. The focus of this research is on the forms and strategies of community empowerment to preserve cultural heritage, increase economic added value, and support Desa Meat as a cultural tourism destination. The research uses a qualitative descriptive approach with data collection through observation, in-depth interviews with local weavers, traditional leaders, Pokdarwis managers, and the Tourism Department, as well as field documentation. The results show that empowerment is carried out through the improvement of weaving skills, community-based weaving groups, and training in production and marketing. Empowerment strategies include traditional marketing, digital promotion, strengthening tourism village institutions, product branding development, and involving the younger generation. Supporting factors include local cultural wealth and government support, while challenges include low digital literacy and limited market access. This study concludes that local community empowerment plays a significant role in the preservation of Ulos Ragi Hotang and creates sustainable creative economic opportunities, while also strengthening the cultural identity of Batak Toba.

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.

Kampung Jawi, a cultural tourism destination in Semarang City, has experienced a significant decline in tourist visits due to stagnant digital promotion activities. The main problem lies in the absence of an integrative and empirically tested model that combines technology, community empowerment, and cultural reinforcement for Indonesian cultural tourism villages. This study aims to address this gap by formulating and testing the participatory SOME+ model, a modification of the original SOME framework (Share, Optimize, Manage, Engage) with the addition of TRAIN (capacity building) and SUSTAIN (sustainability). Using a mixed-methods exploratory sequential design (QUAL → quan), data were collected through observation, in-depth interviews, focus group discussions (FGDs), and social media content analysis. The findings highlight initial challenges such as low digital literacy and fragmented coordination. Nevertheless, a two-week pilot project increased social media engagement rates from 2.8% to 4.3% (a 52% rise) and enhanced community participation in content production from 25% to 41% (a 64% rise). The synthesis of these findings indicates that the SOME+ model effectively revitalizes the digital branding of cultural tourism villages. This research concludes that the participatory SOME+ model is a practical and replicable framework for strengthening community-based digital promotion and is recommended for adoption in rural tourism development policies.

Employee turnover in Jakarta’s star-rated hotels remains high in the post-pandemic period, ranging from 11–38% annually, which significantly affects service quality and industry competitiveness. This phenomenon is driven by a combination of job insecurity due to massive layoffs, job stress from excessive workload and long working hours, and a mismatch between young employees’ career expectations and traditional HR practices. Millennials and Gen-Z tend to prioritize self-development, meaningful work, and work–life balance, making them more mobile and open to new opportunities. This study aims to identify the dominant factors influencing turnover, explore the perceptions of HR managers and frontline staff regarding the policy–practice gap, and formulate relevant HR strategies for the post-pandemic context. A qualitative case study approach was employed, involving in-depth semi-structured interviews, non-participant observation, and documentation review, analyzed using Miles, Huberman & Saldaña’s interactive model. Data validity was ensured through triangulation, member checking, and peer debriefing. Findings reveal a significant gap between HR policies and their implementation, weakening retention strategies. The study proposes integrated strategies including consistent employer branding, adaptive and transparent compensation, needs-based digital training, fair work flexibility, and competency-based career mapping. The main contribution lies in formulating a combinatorial HR model that provides a practical retention roadmap while enriching the hospitality HRM literature in Indonesia.

Sport tourism makes a significant contribution to the economy by increasing tourist participation and strengthening the appeal of tourist destinations. The Indonesian government’s policies in supporting culture-based sport tourism, such as Mepantigan, are reflected in various regulations and strategic programs. One of the key policies is the development of culture-based tourism as stated in the National Tourism Development Master Plan (RIPPN) 2011–2025, in which the government is committed to promoting and preserving local culture as part of tourism attractions. This study aims to design a sport tourism development model through educational videos of the Mepantigan attraction in Batubulan, Bali. Mepantigan is a traditional Balinese martial art that holds great potential as a culture- and sport-based tourism attraction. However, promotion of this attraction on digital platforms remains limited, with content that is not yet educational and relies only on a single social media channel. This study employs a qualitative method using in-depth interviews, participatory observation, documentation study, and focus group discussions. The results show that educational videos using cinematographic approaches and the AIDAS strategy are able to enhance the appeal of Mepantigan as part of sport tourism. The recommended innovative digital platform model includes the use of YouTube and TikTok to reach a wider audience as well as the application of visual techniques such as slow motion to highlight the cultural values and philosophy of Mepantigan. This research is expected to serve as a reference for the development of culture-based sport tourism promotion through digital media. The appropriate development strategy is a growth strategy through the optimization of multichannel digital media (YouTube, Instagram, TikTok) using educational video instruments as the main promotional tool, while simultaneously strengthening Mepantigan branding as an innovative sport tourism attraction in Bali.