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Social media is a platform for obtaining information, entertainment, and real-time communication. One of the platforms widely used in business activities is Instagram due to its ease of use and effectiveness as a promotional medium. However, the use of social media needs to be supported by appropriate visual element management to attract attention and build consumer trust. This study aims to analyze the relationship between visual elements in content, brand identity formation, and their influence on consumer perception. The method used is qualitative, involving observation, interviews, and questionnaires distributed to 124 respondents. The results show that before the redesign, Kopi Kutjur's content lacked visual consistency. After implementing consistent visual elements such as color palette, typography, supergraphics, and layout, the content becomes more structured and develops a clearer brand identity.  Keywords: Instagram, Visual Elements , Brand Identity, Digital Promotion, Local  Cofee  

The tourism industry faced hyper-competition wherevisual identity became a vital asset, particularly ondigital platforms. Mbarep Tour and Travel struggledwith disintegrated visual management, resulting in alow engagement rate of 1.34 percent and significantinconsistencies in typography (70 percent). Thisresearch aimed to design an Integrated VisualIdentity System as a strategic solution for branddifferentiation. The Research and Developmentmethod was employed using a hybrid workflow thatintegrated CorelDRAW for vector precision, Geminiartificial intelligence for mascot three-dimensionalenhancement, and Canva for operational templates.The outcome was a comprehensive identity system,including refined logos, standardized typography,and a brand mascot, all codified in a GraphicStandard Manual. Post-implementation resultsshowed 100 percent effectiveness in resolving visualinconsistencies and increased the engagement rate to1.79 percent. This system successfully transformedthe brand into a more professional and competitiveentity.

This research aimed to design an online promotion strategy on Instagram using digital illustration to strengthen Brand Awareness at Purple Bubble Studio. The study applied a descriptive qualitative method with data collected through interviews, observations, and documentation. The design process followed research and development stages, including analysis, visual design, expert validation, and implementation. The findings indicated that promotional activities were carried out consistently through scheduled posts three times a week, various content formats, and the use of chibi-style illustrations with pastel color palettes as visual identity. These strategies effectively improved audience engagement and strengthened the studio’s Brand Awareness. The study concluded that digital illustration served as an effective visual communication tool to enhance brand identity and audience recognition on social media. 

The digital transformation of Indonesia's political landscape has created space for the emergence of a new populist narrative based on vertical social mobility. This study aims to analyze the construction of the "Anak Kampung" identity used by Bahlil Lahadalia as an instrument of political branding on social media. Using netnography and a four-level Cyber ​​Media Analysis (AMS) tool, this study explores how past marginalized experiences—such as being a cake seller, a conductor, and a public transportation driver—are reconstructed into symbolic capital in the digital space. The results show that Bahlil carried out effective "impression management" through visual performativity and narratives of struggle, which succeeded in building affective loyalty among constituents across generations. However, this branding also faces challenges in the form of digital skepticism regarding academic integrity and controversial public policies. This study concludes that the success of political branding in the digital era depends heavily on actors' ability to navigate the logic of platform algorithms while maintaining a sense of authenticity.

This Community Service Program aims to improve the competitiveness of MSMEs in Kawengen Village, East Ungaran, Semarang through optimizing packaging design, strengthening business legality, and assisting with Home Industry Food Permit (P-IRT) processing. The main challenges faced by partners include a lack of understanding of business permits, unattractive and uninformative product packaging, and limited knowledge of food safety standards. The program consisted of observation, outreach, practical training, and intensive mentoring. The materials covered the importance of business legality, P-IRT application procedures, principles of effective and regulatory-compliant packaging design, and the application of brand identity to products. Evaluation included pre- and post-tests, as well as assessments of the packaging designs developed by participants. The program demonstrated a significant increase in participants' understanding of packaging legality and standards, as well as their readiness to process P-IRT. This program has proven effective in strengthening MSME competitiveness by improving product quality, consumer trust, and business professionalism.

This study analyzes the formation of a digital brand community through Persib Bandung fan interactions on social media. The research aims to examine how content distribution, message functions, and engagement patterns contribute to the construction of collective identity and digital rituals among supporters. Using a qualitative-interpretative content analysis supported by quantitative descriptive data, this study analyzes 418 posts published on Persib Bandung's official Instagram, TikTok, Facebook, X/Twitter, and YouTube accounts from November 27 to December 10, 2025. The findings reveal that Persib Bandung generated 29,543,663 total interactions, with Instagram and TikTok emerging as the most affective platforms for engagement. Non-match content (41.4%) and emotional or motivational messages (40.2%) dominate communication. Despite high public engagement, no evidence of two-way talkback from the official account was found, indicating a predominantly one-way communication model. The study concludes that Bobotoh function as a digital brand community characterized by collective identity, digital rituals, loyalty, symbolic ownership, and co-creation of brand meaning through measurable public interactions. This research contributes to the understanding of sports communication and digital brand communities in emerging football markets.

This article examines how business entities construct eco-friendly narratives as strategic persuasive instruments in sustainable product advertising, operating through discursive and ideological mechanisms deliberately managed by corporations. Drawing on Norman Fairclough's Critical Discourse Analysis (CDA) framework, which dissects discourse across three analytical dimensions such as text, discursive practice, and social practice, as a lens to expose corporate ideology concealed beneath sustainability claims, this study analyses four eco-friendly product advertisements from international and domestic brands published between 2020 and 2026. Findings reveal that eco-friendly advertising narratives are constructed through three dominant discursive strategies: 1. Naturalization of consumer identity as a morally responsible environmental subject. 2. Reframing of consumption as a form of activism. 3. Linguistic greenwashing that conceals the contradictions of green capitalism behind vague sustainability lexicons. The study argues that business entities actively manage eco-friendly narratives not merely as informative messages, but as ideological apparatuses that strategically discipline consumer subjectivity, reproduce corporate hegemony, and legitimize green capitalism practices within ecological discourse. Implications for environmental communication studies, advertising regulation, and consumer critical literacy are discussed in the concluding section.

This study aims to analyze the influence of a halal lifestyle on consumer preferences in selecting Sharia-compliant retail products. The study employed a Systematic Literature Review method, reviewing various empirical and conceptual studies published between 2017 and 2025. The analysis focused on the relationship between halal awareness, religiosity, ethical consumption values, and Muslim consumer behavior in making choices about Sharia-compliant retail products and services. The results indicate that a halal lifestyle is viewed not only as a form of compliance with Islamic law but also as a social identity and a modern consumption pattern that influences consumer purchasing decisions. Consumers with high levels of halal awareness and religiosity tend to have a greater preference for Sharia-compliant retail products that guarantee halal certification, quality, transparency, and ethical values ​​in their business processes. Furthermore, trust, Islamic brand image, and marketing strategies based on Islamic values ​​contribute to strengthening consumer loyalty to Sharia-compliant retail. This research provides managerial implications for Sharia-compliant retail businesses to develop innovative, educational, and tailored marketing strategies to meet the halal lifestyle needs of modern Muslims.

This community service program aims to enhance the competencies of teachers at MA Attarbiyah Addiniyah Gersik in utilizing information technology and strengthening school branding through an integrative approach combining Management and Information Technology. The one‑month program consisted of needs analysis, program design, pre‑test, basic computer training, digital learning media development, school branding training, mentoring, and post‑test evaluation. The pre‑test and post‑test results indicate significant improvements in all competency areas: basic computer skills (57.7%), digital learning media development (83.3%), and school branding (45.4%). Observations during the training revealed increased teacher confidence in using digital tools, improved ability to produce engaging learning media, and better understanding of school branding strategies. The mentoring phase supported teachers in completing their final outputs, including digital learning media and a school branding concept. Overall, this program contributed to improving teachers’ digital literacy, enhancing learning quality, strengthening teacher professionalism, and reinforcing the school’s digital identity.

This community service program aims to implement digital marketing management strategies to optimize community based digital businesses among young generations in Jayapura City. The rapid development of digital technology has created significant opportunities for youth to develop digital businesses. however, limitations in marketing knowledge, content creation skills, and the use of digital platforms remain major challenges. This program was conducted through training, mentoring, and practical workshops focusing on digital marketing management, including market segmentation, branding strategy, social media marketing, content planning, digital advertising, and evaluation using digital analytics. The participants consisted of young entrepreneurs and youth communities who are actively involved in small scale digital business activities. The results of the program indicate an improvement in participant’s understanding and skills in managing digital marketing strategies, particularly in building brand identity, optimizing social media engagement, and designing digital promotional content. In addition, participants were able to develop structured digital marketing plans and apply them to their business activities. This program contributes to strengthening youth capacity in Jayapura City to compete in the digital economy through sustainable community based business development.

This study aims to analyze the phenomenon of flexing on social media as a representation of social status in digital society through the perspectives of Jean Baudrillard’s simulacra theory and Erving Goffman’s self-presentation theory. The research employs a qualitative method using content analysis of social media posts, particularly on Instagram and TikTok, that display flexing practices. The research data consist of photos and videos containing symbols of luxury, such as branded goods, luxury vehicles, exclusive locations, and consumptive lifestyles. The findings reveal that flexing is not merely an act of showing off, but also a conscious self-representation strategy used to construct a particular social image. The luxury symbols displayed often do not fully reflect reality, but rather represent identity constructions that have been selectively curated and manipulated according to the desired image. From the perspective of simulacra, these representations have replaced reality itself, causing the boundary between reality and representation to become increasingly blurred. Furthermore, the phenomenon of flexing is closely related to consumer culture, the need for social recognition, and personal branding strategies in the digital era. Exposure to flexing content also encourages social comparison, which may lead to psychological pressure among audiences. Therefore, flexing can be understood as a multidimensional phenomenon reflecting changes in how individuals construct identity, perceive reality, and gain social legitimacy within digital society.

MSMEs in the snack food sector face dual pressures: competition with large-scale national brands on one side, and the requirement to meet modern retail standards on the other. This Community Service activity was conducted at Jiddah Krenyes, a home-industry potato chips MSME in Jakarta affiliated with the Jakarta Entrepreneur community, using a Participatory Action Research approach with four cycles: plan, act, observe, and reflect. The intervention focused on marketing transformation toward modern retail penetration through Bright Store Pertamina via six sequential phases: audit and planning, visual identity and branding optimization, digital content strategy development, Bright Store penetration through fulfillment of seven retail requirements, integrated promotion activation, and monitoring and evaluation. Reflective evaluation confirms substantive changes in the partner's business capacity: gradual fulfillment of modern retail legality requirements, consistent brand identity strengthening, more structured digital content strategy, establishment of a Bright Store pilot outlet partnership, and more effective omnichannel integration. This activity contributes to the validation of PAR integration with modern trade marketing and omnichannel strategy frameworks for Indonesian snack food MSMEs.

This study analyzes the adaptation of digital branding practices carried out by the Pimpinan Pusat ‘Aisyiyah Majelis Tabligh dan Ketarjihan (PPA MTK) through its Instagram account @ppa.majelistablighketarjihan. The study employed a qualitative descriptive approach using content analysis, documentation, and limited participatory observation. Data were collected from the Instagram accounts @aisyiyahpusat and @ppa.majelistablighketarjihan, organizational documents, workshop materials, and digital tabligh guidelines. The findings show that PPA MTK adapted several branding elements from the central organizational account, including visual identity, hashtags, audience greetings, and communication planning structures. However, the adaptation process did not emerge through formal organizational obligations but developed collaboratively through workshops and shared organizational identity. The study also found differences in communication orientation and content pillar structures between the two accounts. While @aisyiyahpusat emphasized broader institutional communication themes, @ppa.majelistablighketarjihan focused more on digital tabligh communication. These findings indicate that branding adaptation within faith-based women organizations may develop through organizational interaction and functional communication differentiation rather than rigid communication standardization.

This community service activity aims to improve the digital marketing capabilities of the ASAA Arpik snack MSME through the digitization of content on various digital platforms. The activity partner is the ASAA Arpik MSME owned by Siti Zulaikah located in Sukosari, Gondanglegi, Malang. The main problems faced by the partner include low marketing reach, the absence of a structured digital content ecosystem, suboptimal utilization of WhatsApp Business, the unavailability of a website and Google Business Profile, and the suboptimal use of Instagram, Facebook, TikTok Shop, and marketplaces as promotional and sales media. The implementation method is carried out through mentoring, training, and implementation of digital marketing strategies that include optimizing WhatsApp Business, creating a free Google Business Profile and website, developing a social media content strategy, developing TikTok Shop and marketplaces, and preparing a 30-day digital content calendar. In addition, an evaluation was conducted based on digital indicators such as the number of customer interactions, content reach, and increased sales potential. The results of the activity show that content digitization can improve the digital marketing readiness of MSMEs, strengthen brand identity, expand promotional reach, and increase opportunities for interaction and transactions with customers. This assistance is expected to help ASAA Arpik build a more integrated, consistent, and sustainable digital marketing system so that it can increase the competitiveness of MSMEs in the digital economy era.

This community service program aims to increase the digitalization capacity of the "Ali Serba Alat" MSME by strengthening Branding and Online marketing aspects. The main problems faced by partners include weak brand identity, limited use of digital media, and suboptimal Online platform-based marketing strategies. The activity implementation method uses a participatory approach with the stages of problem identification, program planning, training, mentoring, and evaluation. Activities carried out include creating a digital store presence in the form of a Google Map, logo and visual identity of the business, optimizing social media and marketplace accounts, compiling digital promotional content, and training in digital-based marketing strategies. The results of the activity show an increase in partners' understanding of the importance of Branding, improved skills in managing digital media, and increased business visibility on Online platforms. In addition, there was an increase in consumer interaction and sales potential after the implementation of the digital marketing strategy. This program is expected to become a model for sustainable mentoring in supporting the digital transformation of MSMEs to increase competitiveness in the digital economy era.

This study aims to analyze the comparison of personal branding strategies implemented by Amry Sophia MUA and Lia Makeup through social media portfolios. The research used a qualitative approach with a comparative case study design. Data were collected through semi-structured interviews, digital observations on Instagram and TikTok accounts, and documentation of both participants’ portfolio content. Data analysis was conducted through verbatim transcription, thematic analysis, and triangulation between interview results and digital observation findings. The results show that Amry Sophia MUA builds personal branding through a consistent visual identity characterized by a modern glam look and Thailand makeup style that appears soft, flawless, and elegant. The target market is more focused on wedding makeup and young adult brides-to-be. Meanwhile, Lia Makeup presents a flawless natural look that is more flexible and suitable for a wider audience. Lia Makeup is also supported by a media team, making the content management more structured and consistent. Both MUAs use Instagram as a visual portfolio platform and TikTok as a medium to show makeup processes, tutorials, and audience interaction. In addition, quick responses, customer testimonials, and authenticity are important factors in building trust and a professional image on social media. Therefore, this study indicates that strong personal branding can be developed through visual consistency, appropriate content strategies, audience segmentation, and effective communication with potential clients.

This community service activity aimed to strengthen the branding and improve the digital marketing capacity of the Tape Ketan MSME in Mondoteko Village through the utilization of social media and packaging innovation. The business partner faced several major problems, including weak business visual identity, limited use of social media as a promotional tool, and simple product packaging designs that were less attractive to consumers. These conditions resulted in low product appeal and limited marketing reach. The implementation method used a participatory approach through direct assistance to business owners. The activity stages included initial observation, identification of partner needs, design of promotional banners, creation and optimization of social media accounts, and redesign of product packaging to make it more modern, informative, and marketable. In addition, MSME owners were educated about the importance of branding, digital marketing strategies, and consistency in building a business image. The results showed an increase in the understanding and skills of MSME owners in utilizing digital media for promotion. Product packaging became more attractive and professional, while the use of social media became more active and organized. These improvements had a positive impact on increasing consumer interest, expanding market reach, and enhancing the competitiveness of MSMEs in a sustainable manner.

This research examines the transition from brand awareness to brand meaning within saturated digital ecosystems, specifically focusing on how global brands like Pepsi and Apple navigate the "paradox of ubiquity." The objective is to identify the mechanisms through which brand authenticity and cultural resonance cultivate long-term loyalty and prevent product substitution. Utilizing a qualitative analysis of contemporary branding frameworks and case studies, the study demonstrates that mere visibility is insufficient in modern markets; instead, consumers demand a "glass box" alignment between internal corporate culture and external values. Findings reveal that brand authenticity, characterized by continuity and integrity, serves as a critical defense against commoditization by fostering self-congruity between the brand and the consumer's identity. The implications suggest that brand management must pivot toward narrative-driven communication and community-centric strategies that prioritize cultural salience over vanity reach metrics. Ultimately, the study concludes that in the digital age, a brand’s significance in a consumer's life is the primary driver of resilient brand equity.

Background:Micro, small, and medium enterprises (MSMEs) in Indonesia, particularly in the food processing sector, frequently encounter challenges such as limited production capacity, conventional marketing practices, weak brand identity, and inadequate financial documentation, which hinder sustainable business growth. This community service activity aimed to provide comprehensive assistance to Rona Surya, a traditional snack MSME located in Wagir, Malang Regency, through the formulation of production standard operating procedures (SOPs), digital marketing capacity building, brand identity renewal, human resource development, and simple financial recording training. The activity applied a participatory action approach involving direct observation, structured problem identification, systematic mentoring programs, and reflective evaluation over a 16-week period from January to May 2026. The program resulted in the development of a production SOP, active Instagram and TikTok accounts containing at least five promotional content items, a renewed brand logo, a business banner, a simple organizational structure, a vision and mission document, and a basic cash book. In addition, the business owner demonstrated measurable improvements in digital marketing capabilities, brand awareness management, and understanding the importance of separating personal and business finances.

The global consumption of energy drinks is currently faced with a paradox between the demand for instant performance enhancement and concerns regarding health risks. This study aims to analyze the strategic role of brand image in stimulating consumer purchase intention amidst this perceptual dilemma. Employing a qualitative approach through a literature review method, this research synthesizes findings from nine empirical studies published between 2019 and 2024. The analysis reveals that brand image consistently exerts a positive and significant influence on the escalation of purchase intention. Within a marketing framework, brand image functions as a risk mitigation instrument and a signal of trust capable of constructing positive consumer attitudes. These findings validate the Theory of Planned Behavior (TPB), where a strong brand identity triggers the psychological drive to perform a purchase. Practically, this study concludes that the effectiveness of energy drink marketing strategies highly depends on building an authentic and responsible brand image to foster public trust and loyalty amidst intense industrial competition.