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Villages have great economic potential, especially through the role of Micro, Small, and Medium Enterprises (UMKM). Which are the backbone of the community's economic activities. However, many UMKM in villages still face obstacles in managing their businesses, marketing, and utilizing digital technology. Based on these problems, the Real Work Lecture (KKN) program is focused on efforts to Optimize Village Potential Through Digital-Based UMKM Training and Mentoring. The purpose of this activity is to increase the capacity of village UMKM actors so that they are able to manage their businesses effectively and utilize digital technology in product marketing. The methodology used in this program includes initial observation, identification of UMKM needs, implementation of digital marketing training, use of social media and marketplaces, and direct ongoing mentoring. This activity is carried out in a participatory manner by involving MSME actors, village officials, and KKN students. The expected results of this activity are increased knowledge and digital skills of UMKM actors, the formation of stronger local product branding, and increased competitiveness of village UMKM in a wider market. This program is expected to be the first step towards technology-based village economic independence. 

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.

MSMEs play a crucial role in the economy, yet many still struggle to adopt technology. This engagement aims to support the development of Toko Kue Aminah through digital marketing and product innovation. The activities were conducted through observation, interviews, and documentation during May 2025 in Oimbo Village. The results show that strategies such as utilizing Facebook and WhatsApp Business, adding product variations, and improving packaging and logo successfully enhanced the appeal and reach of the business. Furthermore, partnerships with local coffee shops have started to form, expanding product distribution. The synergy between digital marketing and product innovation has proven essential in boosting the business's competitiveness

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

This entrepreneurship training aims to enhance the skills and knowledge of PKK women’s groups in managing micro, small, and medium enterprises (MSMEs) focused on tofu production in Lewirato Subdistrict, Mpunda District, Bima City. The program is designed to equip participants with essential entrepreneurial insights and skills, particularly in improving the quality and quantity of tofu production, marketing strategies, and effective and sustainable business management. The training methods include lectures to deliver foundational material, group discussions to share experiences and solve problems collaboratively, and hands-on practice in the production and packaging process of tofu. It also covers the importance of product branding and the use of social media as a digital promotion tool to reach a wider market. Through this program, participants are expected to apply the knowledge gained to develop their businesses independently and professionally. With increased skills and confidence among PKK women in managing tofu MSMEs, it is also hoped that family income will rise and contribute positively to the local economy. This training represents a vital initial step toward achieving community economic independence through entrepreneurship.

This entrepreneurship training aims to enhance the skills and knowledge of PKK women’s groups in managing micro, small, and medium enterprises (MSMEs) focused on tofu production in Lewirato Subdistrict, Mpunda District, Bima City. The program is designed to equip participants with essential entrepreneurial insights and skills, particularly in improving the quality and quantity of tofu production, marketing strategies, and effective and sustainable business management. The training methods include lectures to deliver foundational material, group discussions to share experiences and solve problems collaboratively, and hands-on practice in the production and packaging process of tofu. It also covers the importance of product branding and the use of social media as a digital promotion tool to reach a wider market. Through this program, participants are expected to apply the knowledge gained to develop their businesses independently and professionally. With increased skills and confidence among PKK women in managing tofu MSMEs, it is also hoped that family income will rise and contribute positively to the local economy. This training represents a vital initial step toward achieving community economic independence through entrepreneurship.

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. 

Branding strategies for Vocational High Schools (SMK) are a crucial aspect in improving their image, competitiveness and attractiveness for prospective students and the industrial world. One effective approach is through partnerships with the World of Business and Industry (DUDI). This research aims to analyze the branding strategy implemented by SMK in building a positive image through collaboration with DUDI. The method used in this research is descriptive qualitative, literature study and case analysis of several vocational schools that have succeeded in building branding through strategic partnerships. The research results show that vocational school branding can be strengthened through internship programs, industrial project-based learning, competency certification recognized by the world of work, and digital-based promotions. The partnership with DUDI also plays a role in providing learning facilities that are more relevant to industry needs, thereby increasing public confidence in the quality of vocational school graduates. By implementing an effective branding strategy through a partnership with DUDI, SMK can strengthen its position as a vocational education institution that is oriented to the needs of the world of work.

This study examines the potential for digital branding transformation of Mitra Havana Sulung Mandiri, a construction service company in East Java, through the utilization of TikTok as a promotional platform. Using observations and interviews, the research identified strong visual content opportunities from the company’s activities, such as documenting construction progress, showcasing before-and-after project visuals, and sharing client testimonials. These elements offer significant storytelling potential for engaging online audiences. However, several internal barriers hinder optimal implementation. These include limited digital literacy among staff, inadequate content creation tools, and the absence of standardized procedures for producing and publishing content. Externally, skepticism toward social media marketing in the construction sector and the unpredictability of TikTok’s algorithm also create challenges. Thematic analysis revealed three primary needs: maximizing existing visual assets to create compelling narratives, enhancing internal capacity through targeted digital training, and developing a culture that supports continuous digital engagement. To address these, the study proposes an initial strategy involving educational content, behind-the-scenes videos, and a clear content production guide. In addition, it suggests forming a dedicated social media team, running a 30-day continuous content campaign, and collaborating with local creators to expand reach. These recommendations align with existing literature on the role of short-form video in increasing brand awareness, credibility, and trust in service-oriented industries. By integrating strategic content planning, capacity building, and consistent online engagement, construction SMEs can position themselves competitively in the evolving digital marketplace. The case of Mitra Havana Sulung Mandiri demonstrates that even in traditionally offline industries, leveraging TikTok can offer a pathway toward brand differentiation and long-term audience growth.

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

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy which have a strategic role in national economic development. In the context of the traditional culinary industry, pempek as one of Palembang's typical foods has great economic potential. This traditional food has become a superior commodity that is not only popular in its area of ​​origin, but has also spread to various regions in Indonesia. In this Real Work Lecture (KKN), the activity began with field observation methods, in-depth interviews, and FGD (Focus Group Discussion) aimed at discussing the concept of developing promotional media and business identity together with business owners in order to identify the main problems faced, especially in terms of promotional media and business identity. The main problem faced is the limitations in marketing and branding aspects, especially in terms of effective promotional media such as banners, TikTok content, business cards and strong business identities such as business plaques and websites. Through the right approach, it aims to increase business visibility, expand market reach, and ultimately increase sales turnover. The mentoring program has succeeded in increasing the managerial capabilities of MSME owners in managing modern marketing aspects. Training in the use of digital platforms such as Instagram, Tiktok and WhatsApp Business has equipped business actors with practical skills in creating attractive visual content and strategic publication scheduling. changing the business approach from being conventional to being more professional and systematic.

Packaging plays an important role in maintaining the quality, stability, and effectiveness of medicines, both in the form of pharmaceutical preparations and herbal products. This review article aims to analyze the role of primary and secondary packaging materials through literature studies from various relevant journals. The method used was a literature review of four selected national and international journals that discussed the influence of packaging on product stability, information effectiveness, and product image in the eyes of consumers. The results of the study show that primary packaging functions to protect products directly from environmental influences, while secondary packaging functions in distribution, storage, and strengthening visual and branding aspects. Innovations such as the use of adsorbent plastics and visual redesign have been proven to increase stability and consumer confidence in the product. It can be concluded that packaging is a crucial aspect that not only maintains the physical-chemical quality of the product, but also shapes consumer perception and compliance.

This study explores how the branding strategy of COMPASS’s, a local fashion brand, shapes consumer perceptions and influences their purchase intentions. Employing a qualitative case study approach, the research examines key elements of COMPASS’s brand strategy, including visual identity, storytelling, and digital communication. The findings highlight the brand’s ability to maintain a consistent image, align products with market trends, and foster emotional connections with its audience. Additionally, market appeal such as exclusivity, community engagement, and lifestyle relevance emerges as a significant factor in encouraging consumer intention to buy. The study aims to offer practical insights for other local fashion brands in crafting more focused and consumer-oriented branding strategies.

Article 19 paragraph (1) of Law No. 5 of 1960 concerning Basic Agrarian Law (UUPA) explains that to ensure legal certainty, the Government conducts land registration throughout the territory of the Republic of Indonesia according to the provisions stipulated in Government Regulation No. 24 of 1997 concerning Land Registration. However, based on data showing that in Muara Dua Sub-district, Lhokseumawe City, there are still 40% of land plots that have not been certified. The problems in this study are how the legal awareness of the community on land registration in Muara Dua District, Lhokseumawe City, how the role of keuchik as a committee in land registration in Muara Dua District, and how the government's efforts to increase public legal awareness in registering land. This research uses empirical legal methods with a field research approach and case studies. The results showed that public legal awareness in land registration in Muara Dua Kota village was quite high. Keuchik has an important role in increasing public awareness of registering land. Efforts that have been made by the government to increase public awareness in land registration are the Ministry of ATR / BPN conducting System Branding through advertisements, such as advertisements aired on TV.

Business management based on the application of a combination of offline and online is inseparable from various challenges that can arise, especially in terms of HR management itself, namely the business owner. So that the right strategic action is needed so that the business can run well. This study aims to get an idea of ​​​​how the strategy is, and what challenges are faced in managing a business based on a combination of offline and digital affiliates at Rio Ponsel. This study uses a qualitative approach with a case study method and data collection through interviews with Rio Ponsel business actors. The results of the study showed that the business management strategy that combines offline sales systems and marketing through the TikTok affiliate program at Rio Ponsel is in the form of implementing internal strategies such as product development according to local market needs, implementing positive personal branding, and improving service quality directly. In addition, external strategies are also applied. Meanwhile, the biggest challenge faced by Rio Ponsel business actors is the high level of competition with competitors both in the offline and digital markets.

This study explores how social identity is constructed and represented in the promotion of traditional tuak drinking culture through the social media content of Atlas Medan, a modern lapo tuak café. Utilizing Social Identity Theory, this research investigates how cultural symbols and regional slang—particularly from Batak and Medan cultures—are employed to reinforce a local identity while appealing to a young demographic (ages 20–40). Using semiotic analysis on 50 selected Instagram posts, this study decodes how Atlas Medan merges traditional and modern elements to craft a compelling digital presence. The findings indicate that the strategic use of Batak songs, Medan slang, and community-oriented visuals fosters a sense of belonging among viewers, effectively branding the café as a hub of local cultural pride. This research contributes to a broader understanding of local identity-based branding and the role of digital media in preserving yet reinterpreting traditional cultural elements in urban settings.

This research aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) and find out the marketing strategies that can be carried out by Ibnu Sina Islamic Hospital Simpang Empat. The research method used is descriptive qualitative with a case study approach. Data were collected through observation, interviews with hospital management and staff, and documentation studies. The results of the SWOT analysis showed that Ibn Sina Simpang Empat Islamic Hospital has a strategic location, and has been accredited with 5-star plenary twice. Weaknesses found include not having a complete permanent doctor, not being able to refuse policies from the Regional Government, limited hospital land making it difficult to develop, difficult to make strategic policies related to human resources and finance. medical services that are not updated and others. Opportunities that can be utilized include the many opportunities for cooperation with other companies, the only private general hospital in West Pasaman, a strategic location in the government area, the population of the West Pasaman community of around 441,773, a fairly good community economy, the UHC (Universal Health Coverage) system from the government, and Yarsi branding. Based on the results of the SWOT analysis, this study recommends several strategies to improve the competitiveness of the Ibn Sina Simpang Empat Islamic Hospital, namely with aggressive strategies such as improving financial management, strengthening promotion and marketing, developing the competitiveness of the hospital.

The development of culinary tourism in Indonesia is growing rapidly. Various new types of food, new menus with new names, and new ways of serving food continue to emerge. Mie Gacoan is one of Indonesia's original culinary delights, with a variety of unique menus and names. Mie Gacoan has become one of the most popular spicy noodle products in Indonesia. This study aims to analyze the competitive advantage strategies of Mie Gacoan in Indonesia. The research was conducted using a qualitative descriptive approach. Data collection was carried out through in-depth interviews, digital observations, and documentation. The results of the study indicate that Mie Gacoan's success in attracting and retaining customers amid intense culinary business competition is driven by several key factors, including product differentiation through variations in spicy noodle menus with adjustable levels of spiciness, creative menu names, and continuous product innovation, which serve as the main attractions for consumers. Effective digital marketing strategies through social media, competitive pricing, operational efficiency in service, and strong branding also significantly contribute to Mie Gacoan's competitive advantage. To maintain its position in the market, Mie Gacoan must continue to innovate, adapt to consumer trends, and leverage customer data to enhance overall satisfaction. As a result, Mie Gacoan has successfully established a strong foundation for sustainable growth in Indonesia's culinary industry.

Manco, a traditional snack from Madiun, holds significant potential to grow and gain recognition beyond its region of origin. Its unique taste, texture, and embedded cultural and historical values serve as key assets in an increasingly competitive market. However, the main challenges faced by manco entrepreneurs are building a strong brand identity and conveying the product’s uniqueness through engaging storytelling. Effective branding through distinctive logos, packaging, and memorable taglines can enhance the product’s appeal and perceived value among consumers. Furthermore, compelling storytelling, such as narratives about traditional production processes, the struggles of business owners, and the use of natural ingredients, can foster emotional connections and consumer loyalty. Nevertheless, challenges remain, such as inconsistent brand identity usage and limited digital promotion. Therefore, branding and storytelling training are essential for manco entrepreneurs to maximize their product’s potential, expand their market, and establish manco as a culinary icon representing Madiun both nationally and internationally.

Digital marketing plays a crucial role in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. This study aims to analyze the extent of digital marketing implementation by MSMEs in Sinarsari Village and to design strategies for improving entrepreneurs' capabilities in optimizing digital marketing. The research uses a mixed-method approach, combining both qualitative and quantitative methods. The findings reveal that most MSMEs have utilized digital platforms such as social media, messaging apps, and online marketplaces to promote their products. The implementation of digital marketing has proven effective in increasing product visibility, expanding market reach, boosting sales, and improving income. However, several challenges remain, including limited technological knowledge and a lack of understanding of effective branding. Therefore, training programs and mentoring are necessary to help MSME actors optimize their digital marketing strategies. With a more strategic and effective application of digital marketing, MSMEs can grow sustainably and strengthen their position in both the local and national economy.