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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.

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.

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

This research examines the documentation process of Alahan Muaro Paninggahan, an economic and cultural tradition in Nagari Paninggahan, Solok Regency, West Sumatra. The alahan system is a form of natural resource management passed down through generations and serves as a social, economic, and cultural identity platform for the local community. In a modern context, this research highlights how digital technology is beginning to be utilized to document, promote, and preserve the alahan tradition through social media, visual content, and other digital platforms. The research method used was descriptive qualitative, with data collection techniques including field observation, in-depth interviews, and photo and video documentation. The results indicate that digitalization plays a significant role in introducing local cultural values to a wider audience and increasing public awareness of the potential of a tradition-based economy. In addition to preserving culture, digitalization is also an effective strategy for supporting tourism promotion and strengthening regional identity.

The South Korean entertainment industry, propelled by the global Hallyu wave, continues to thrive internationally. However, it remains influenced by deeply rooted patriarchal norms, especially in the portrayal of women in popular media. This study explores the representation of women in the film K-Pop Demon Hunters (2025) through the lens of Luce Irigaray’s postmodern feminist theory (1985). Using a qualitative content analysis approach, the research investigates the film’s visual, narrative, and symbolic dimensions to examine how female characters are depicted. Unlike the traditional portrayal of passive femininity prevalent in Korean popular culture, K-Pop Demon Hunters presents its female protagonists as active, autonomous, and empowered individuals. These characters express their identities through bodily performance, voice, dance, and emotion—an embodiment of écriture féminine, or feminine writing. The film introduces a symbolic language that allows women to speak from their own experiences, disrupting the male-dominated narrative structures often seen in mainstream media. Additionally, the film challenges patriarchal conventions by offering subversive and multifaceted representations of women’s bodies, relationships, and agency. Rather than reinforcing objectifying tropes, it constructs a space where feminine identity is fluid, expressive, and resistant to hegemonic definitions. This approach not only redefines the role of women within the cinematic narrative but also opens possibilities for alternative gender discourses in Korean media. In doing so, K-Pop Demon Hunters exemplifies how popular media can serve as both a mirror and a critique of societal gender norms.   

The advancement of digital technology has driven significant transformation in the field of education, particularly in the innovation of learning media that is interactive and easily accessible to students. The subject of Pancasila and Civic Education (PPKn), as a crucial component of character education, must adapt to these developments to ensure that the material remains relevant and engaging for today’s digital generation. This community service activity aimed to enhance students' learning motivation by conducting a training program on creating educational applications using the no-code platform Thunkable. The focus of the training was on the topic of national political figures, which is part of the core competencies in the PPKn curriculum. The activity was held at SMA Ampera in Sorong City, involving 11th-grade students as active participants. A participatory and project-based learning (PjBL) approach was employed, in which students were guided to design, create, and test their own educational applications based on their ideas and creativity. The program was carried out in three stages: preparation (developing modules, training materials, and technical setup), training and practice (introduction to the Thunkable platform, interface design, and basic programming), and testing and evaluation (application trials by other students and effectiveness assessment). The results of the activity showed a significant increase in students' learning motivation, basic digital skills, and active engagement in the learning process. The participants successfully created educational application prototypes featuring visual content, brief narratives, and interactive quizzes about national political figures. Moreover, students demonstrated collaborative attitudes, innovation, and confidence when presenting their work. This activity demonstrates that a project-based learning approach supported by Thunkable technology can be an effective alternative for creating meaningful, contextual, and empowering learning experiences. It is especially beneficial for schools with limited access to digital technology. By integrating creativity and digital tools into civic education, students are encouraged to become not only technologically literate but also more engaged in understanding national identity and political history in a modern, accessible way.

This research is an evaluative study of the old urban area of Kesawan in Medan City, which has been part of the city’s revitalization efforts initiated by the Medan City Government. Kesawan possesses strong historical and colonial architectural character but has undergone functional and visual degradation due to uncontrolled modern urban development. One of the key issues identified is the presence of inactive urban spaces, disconnected from the public realm and lacking social meaning—phenomena recognized in urban theory as lost space. This concept serves as the foundation for evaluating the effectiveness of the revitalization program implemented since 2021. The study employs a qualitative approach using a single-case study method, focusing on Kesawan as a complex urban space. Data were collected through field observations, in-depth interviews with five categories of informants (building owners, visitors, security personnel, street vendors, and architects), and visual documentation. The analysis adopts the theoretical framework of Finding Lost Space by Roger Trancik (1986), which comprises three main approaches: Figure-Ground Theory, Linkage Theory, and Place Theory. These were further elaborated into six evaluative indicators: connectivity, continuity and circulation, enclosure, accessibility, visual orientation, and the meaning and perception of space by the public. The findings indicate that revitalization has brought significant visual improvements and physical enhancements, particularly along the main corridor of Jalan Ahmad Yani I–VII. However, many secondary streets and non-priority areas still exhibit characteristics of lost space, such as disconnected pedestrian paths, underutilized voids, weak spatial integration, and limited social engagement. These conditions suggest that the revitalization outcomes remain uneven and predominantly cosmetic in certain areas. The study recommends integrating spatial and social approaches in future urban revitalization policies to ensure that public space functions can be restored holistically, sustainably, and contextually in line with local identity.

The Korean drama True Beauty portrays a vivid reflection of the social reality where beauty standards significantly influence how women are treated in society. This study investigates how these standards lead to discrimination against individuals who do not align with socially constructed ideals of appearance. Specifically, it focuses on the representation of such discrimination in the character of Im Ju Kyung, a high school student who is constantly judged for her natural look. Utilizing a qualitative approach with Roland Barthes' semiotic theory, this research deciphers three levels of meaning—denotative, connotative, and mythological—embedded within selected scenes from episodes 1 and 3. The findings indicate that Ju Kyung encounters six distinct forms of appearance-based discrimination: verbal bullying, physical bullying, non-verbal bullying (such as gestures or facial expressions), social exclusion, beauty privilege (where attractive individuals receive favorable treatment), and internalized social pressure to conform. Each discriminatory act is not only rooted in visual representations but also carries deeper ideological implications—suggesting that physical beauty is a prerequisite for social acceptance and personal value. Although True Beauty critiques the culture of appearance-based discrimination, it simultaneously perpetuates the myth that transformation through makeup or cosmetic procedures is a viable solution to gain acceptance. This duality reflects the complex role of media as both a mirror of societal norms and a tool that reinforces dominant ideologies. In doing so, the drama raises critical questions about the ethical responsibilities of popular culture in shaping perceptions of gender, identity, and worth based on physical appearance. Through this analysis, the study contributes to discussions on media literacy and body politics in contemporary Korean pop culture.

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 community service activity aims to develop students’ visual art skills and strengthen the institutional image of Universitas Potensi Utama through the creation of a mural on the university campus. The mural was chosen as a medium due to its ability to convey educational messages, build visual identity, and enhance public spaces effectively. Involving lecturers and students from the Visual Communication Design program, the project was carried out in several stages: concept planning, sketching, coloring, and finishing. The final result is a 2.5 x 31-meter mural that illustrates the spirit of education, cultural diversity, and innovation. The outcomes of this activity include improved technical and collaborative skills among students, enhanced campus visual identity, and increased appreciation for murals as a medium of visual communication. Thus, this initiative not only contributes to the campus aesthetics but also serves as an effective institutional promotion strategy through participatory art.

The development of modern Muslim fashion has significantly transformed the way Muslims express their identity, especially in Indonesia, the country with the largest Muslim population. However, the growing popularity of “modest wear” fashion does not always align with Islamic principles as taught in the Hadiths. This study aims to explore the Islamic dress code based on thematic Hadith analysis (maudhū’ī), identify core dressing principles in Islam, and evaluate their implementation within the modern Muslim fashion culture. This research applies a qualitative method through library research, employing the thematic approach to collect and analyze Prophetic traditions related to clothing. The findings reveal that Islamic principles of dress include covering the ‘awrah (private parts), avoiding excessive adornment (tabarruj), refraining from imitating the opposite gender or non-Muslim cultures, and upholding modesty and dignity. These hadiths offer ethical guidance that is not only normative but also practical in the modern socio-cultural context. The study concludes that modern Muslim fashion can serve as an effective medium for visual da'wah if it remains aligned with Hadith-based values. The synergy between religious principles and creative design can form a relevant and dignified Islamic lifestyle rooted in the teachings of the Prophet Muhammad saw.

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.

The growth of the snack food industry in Indonesia encourages MSME actors to innovate in improving product competitiveness, including through packaging development. UMKM Nambawang, as a producer of fried shallots, faces challenges in packaging design that lacks visual appeal and does not reflect the product’s identity, despite its superior taste quality. This study aims to design more functional, economical, and competitive fried shallot packaging by integrating the Quality Function Deployment (QFD) and Value Engineering (VE) methods. QFD is applied to translate consumer needs (voice of customer) into technical packaging attributes, while VE is used to evaluate the performance and cost-efficiency of design alternatives. The analysis results indicate that key attributes prioritized in packaging development include color aesthetics, product protection, ease of opening and resealing, clarity of product information, and storage convenience. These main attributes are translated into technical elements such as the use of standing pouches, zipper locks, full-print designs, added onion illustrations, and complete product information. The application of QFD and VE methods results in a mockup visually appealing, functional, and durable packaging design, enhancing the product’s added value based on consumer needs and increasing its competitiveness in the domestic market.

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.

This research aims to explore the visual potential of the goldfish as a source of inspiration in the creation of hand-drawn batik works by incorporating traditional Mandailing ornaments. The goldfish was selected due to its strong symbolic meaning in local culture, representing luck, prosperity, and happiness. Meanwhile, Mandailing ornaments rich in philosophical and aesthetic cultural values serve as supporting elements that strengthen the visual identity of the work. The creative method used in this study follows the approach proposed by Husen Hendriyana, consisting of four stages: preparation, imagination (exploration), development of imagination (design), and realization (execution). The creative process involves illustrating the form of the goldfish combined harmoniously with distinctive Mandailing motifs such as bona bolu, bindu pusuk ni robung, burangir/aropik, sipatomu-tomu, bintang na toras, rudang, raga-raga, sancang duri, jagar-jagar, bondul na opat, tagan, bintang dohot tolu lingkaran, timbangan, podang, gancip, takar, pinggan, mataniari, horis, loding/upak, bintang, alaman bolak, parbincar mataniari, gimbang, lotus flower, and gumbot. The outcome of this research consists of 12 hand-drawn batik artworks applied as wall decorations using a contemporary approach. These works function both aesthetically and educationally, as well as decoratively. The artworks are expected to contribute to the development of hand-drawn batik as a visual art form that adapts to modern times, while also promoting and preserving the rich cultural heritage of the Mandailing through a broader visual format.

This study discusses how tourist attractions play a role in shaping destination identity through the integration of cultural, educational, and natural values. The focus of the study is directed at three tourist locations in East Java, namely Pari Temple, Surabaya Museum, and Pandawa Valley. All three represent different models of attractions—from historical sites with spiritual nuances, educational museums in the middle of the city, to thematically designed family recreation parks. The method used is a qualitative descriptive approach with a comparative case study, through observation, documentation, and semi-structured interviews.  The results of the study show that each location has its own way of constructing destination identity. Pari Temple emphasizes cultural continuity and sacred nuances. Surabaya Museum builds city identity through interactive historical education. Pandawa Valley offers a visual and emotional experience that is close to family tourists. All three show that destination identity is formed from a combination of design elements, cultural symbols, and visitor experiences. This study recommends strengthening local narratives and approaches that unite cultural, educational, and natural values ​​in sustainable tourism development.

The Tiatiki tradition in Teluk Depapre, Papua, is not merely an ecological ritual but serves as a cultural communication medium that conveys social and political messages. This study aims to analyze Tiatiki as vernacular media representing environmental conservation while articulating the resistance of indigenous communities against development policies that potentially threaten their customary territories. The research employs a qualitative approach with vernacular discourse analysis methods. Primary data were sourced from a 22-minute-22-second documentary produced by the Balai Pelestarian Nilai Budaya Papua (2020), analyzed through narrative transcription, identification of visual symbols, open coding, axial coding, and theoretical interpretation based on the Two-Step Flow theory and the concept of vernacular media. The findings reveal that the ritual prohibition symbolized by the “kayul larangan” is not merely a sign of marine closure for ecological purposes but also a political statement asserting indigenous territorial claims. Indigenous opinion leaders play a strategic role as cultural communicators and as drivers of subtle resistance against external interventions. These results affirm that local wisdom-based conservation in Papua is not solely ecological but also constitutes a political discourse arena projecting cultural identity and indigenous rights. This study contributes theoretically to cultural communication studies, particularly in analyzing vernacular media as instruments of local political resistance.

Social media has become a new cultural space for teenagers to express themselves, interact socially, and form a self-image online. Trend culture on social media has become an important phenomenon in the dynamics of digital communication, especially among teenagers and the younger generation. Trend culture is a fluid cultural space where values, norms and identities are constantly negotiated through virtual interactions. Rapidly evolving trends through platforms such as TikTok, Instagram, and YouTube not only reflect lifestyle changes, but also become a means of self-expression, identity formation, and the search for social validation. This research aims to analyze how adolescent identity is represented through trend culture on social media in interaction patterns, meaning construction, and user self-representation. This research uses a descriptive qualitative approach with data collection techniques in the form of digital observation of active teenage users of the Instagram and TikTok platforms. The theory used is Stuart Hall's representation theory. The representation is not singular, but rather fluid and performative, depending on social dynamics, recognition needs, and symbolic interactions in digital space. The results show that cultural trends, such as viral challenges, clothing styles, the use of visual filters, and the use of certain captions, become an important medium in the construction and representation of teenage identity.

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. 

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.