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The effect of Segmenting, Targeting, and Positioning (STP) tactics on Mutia Kaos Banjaran's sales performance is investigated in this study. Finding the impact of each STP component, both separately and collectively, on sales is the goal. The study employs a quantitative methodology, gathering information from 100 respondents via questionnaires. While positioning has no discernible effect on sales, the results show that segmenting and targeting significantly increase sales. Targeting students and private employees, as well as segmenting the market to focus on young female consumers between the ages of 21 and 30, proved to be successful tactics. However, to improve consumer perception and brand identity, positioning needs to be improved. All things considered, STP tactics greatly increase sales; they account for 76.9% of the variation in sales. These results highlight how crucial targeted and integrated marketing strategies are to improving company performance.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

Borobudur's cultural heritage as a global tourism destination requires innovative strategies in local product development. This research examines the role of Intellectual Property (IP) in the industrial design of Upanat Sandals in increasing the competitiveness of the Borobudur National Tourism Destination (DPN) and its surroundings in the international arena. Through a normative legal research method with a descriptive-analytical approach, the study focuses on analysing industrial design regulations, IP documentation, and in-depth interviews with industry players and tourism stakeholders. Specifically, the research investigates how the Upanat Sandal industrial design can be a strategic instrument in building the identity and competitiveness of tourism destinations. The results revealed that IP protection on Upanat Sandals has the potential to create tourism product differentiation, encourage creative economy innovation, and strengthen Borobudur destination branding at the international level. The findings show that the development and protection of industrial design IP can be an effective strategy in increasing tourist attractiveness, presenting the uniqueness of local culture, and opening up new economic opportunities. However, the research also identified significant challenges, such as low public awareness of the importance of IP protection and the complexity of registration procedures that hinder the development of maximum potential.

This research aims to analyze the branding strategy through the Public Relations (PR) approach implemented by Janji Jiwa in increasing brand awareness in the local Indonesian coffee market. PR strategies have an important role in strengthening brand identity, creating emotional connections with audiences, and building customer loyalty. This research method uses a descriptive qualitative approach by collecting data through literature studies, interviews, and analysis of social media and the Janji Jiwa PR campaign. The research results show that Janji Jiwa utilizes consistent brand communication, strategic collaboration with influencers and communities, as well as creative campaigns based on authentic stories to create consumer engagement. Additionally, the integration of digital and offline activities, such as product launches, interactive content, and community events, successfully increases brand visibility and appeal. Continuous monitoring and evaluation of market trends and the effectiveness of PR campaigns is also key to the success of this branding strategy. This research provides practical insights for business people in developing PR strategies to build brand awareness in competitive industries.  

Abstract. Semiotic analysis of advertising aims to uncover the hidden meanings behind visual and textual elements presented in promotional content. This study explores the semiotic features in smartphone advertising, focusing on Oppo as a case study. This study uses a comparative framework to analyze the similarities and differences between Oppo advertising and competing brands. The analysis is conducted through Charles Sanders Peirce's triadic model, consisting of representamen, object, and interpretant, as well as Roland Barthes' concepts of denotation and connotation. This study identifies symbolic, iconic, and indexical signs used in Oppo advertising to build brand identity and attract target audiences. Key findings reveal how visual elements, color schemes, and slogans emphasize innovation, premium quality, and emotional connection. Comparative insights highlight Oppo's differentiation strategies, such as integrating cultural nuances and leveraging aspirational imagery, to strengthen its market position. The results of this study provide a deeper understanding of how semiotic strategies influence consumer perception and purchasing behavior, as well as provide practical implications for marketers and advertisers. This study bridges the gap between semiotic theory and its application in modern advertising, providing a comprehensive perspective on the power of signs in shaping brand narratives.

In the ever-evolving digital age, social media, especially Instagram, has become an important platform that not only serves as a communication tool, but also as an effective marketing tool. Instagram filters, as one of the main features, have evolved into an important creative and marketing tool for both individuals and businesses. Filtrize comes as a provider of Instagram filter creation services tailored to customer needs, with the aim of creating filters that are unique and in line with brand identity. However, in order to stay relevant and thrive amidst intense competition, Filtrize needs to adopt effective methods in its business development. One of the approaches used as a solution is the application of the Project Based Learning (PBL) method, which can integrate theory and practice in the development of this digital business. This research aims to explore how the application of the PBL method can be used to build and develop Filtrize's business. The methods used in this research include observation, literature study, and customer feedback to collect data on market trends, customer expectations, and product evaluation. The results of this research are expected to provide new insights into digital service business development in the creative field and produce a business model that is not only profitable, but also sustainable.

Product packaging is an important element in creating the identity and attractiveness of a product, especially for small and medium enterprises (SMEs). This research aims to develop an online-based packaging design service through the PackDe platform that offers easy access, transparent pricing, and a variety of customizable design options. The methods used include literature study, competitor observation, and social media analysis to understand market needs and current design trends. The results show that PackDe is able to provide functional and aesthetic packaging design solutions, supporting SME product branding effectively. Nevertheless, challenges such as limited human resources and marketing need to be overcome to reach a wider market. The implications of this research show that digital-based packaging design innovation can improve the competitiveness of SME products in national and global markets. PackDe is expected to be a strategic partner for SMEs in creating packaging that is not only visually appealing but also has added value to the packaged product.

Bis Mania Community is a community of bus lovers, especially regional coordinators in Surabaya, which was founded in 2012. In 2024, precisely on November 10, 2024, Bis Mania Community held its 12th Anniversary in Tulungagung. In celebrating this 12th Anniversary not only organizes Family Gathering and garage visits, but the Bis Mania Community also sells various kinds of Merchandise as a medium to display identity. One of the merchandise that will be made is a T-Shirt. Merchandise offered by brands or communities in the form of T-Shirts currently has value and appeal to the community itself. Merchandise itself is a souvenir that is often found in the community as a container or means in the form of promotion of a product or brand. Merchandise itself is made with various forms or items that are commonly used daily such as T-Shirts, Tumblers, Totebags, key chains, and others. Designing a Merchandise requires research and the right illustration design so that it can attract buyers to have the merchandise. In doing the design for the Bis Mania Community Anniversary Merchandise with the theme of a vacation to the beach featuring the Object Bus, Sura and Baya Characters, and Echo Beach as the destination chosen by the Bis Mania Community. Therefore, the use of merchandise can be a souvenir that is appropriate, memorable, and as a promotional medium as well as a souvenir.

This study aims to explore the impact of neuromarketing elements such as ambience and sensory marketing, and brand perception on consumer purchase intentions within the Indonesian coffee shop industry. By examining these factors, the research seeks to uncover subconscious drivers that shape consumer behavior and provide actionable insights for coffee shop owners. Utilizing a quantitative approach, data were collected from 194 respondents via purposive sampling, analyzed using regression techniques. Results indicate that ambience, sensory marketing, and brand perception significantly influence purchase intentions, explaining 48% of the variance (R² = 0.480), with brand perception being the most dominant factor (β = 0.525). The findings underscore the importance of creating a positive consumer experience through optimized sensory engagement, inviting atmospheres, and strong brand identity. Managerial implications suggest coffee shop owners should invest in sensory marketing strategies and branding efforts to enhance customer satisfaction, loyalty, and long-term competitiveness in an increasingly saturated market.    

In this digital era, social media has become an important communication channel for brands, institutions and agencies. Visual Identity Design is important in a brand. Apart from a brand, a visual identity is also needed for an official institution or agency. The function of visual identity design is as a sign of ownership, a means of identity, a promotional tool, a characteristic, and as a sign of the integrity of a brand or agency. The Communication and Informatics Service is an agency that is overseen by a government agency. This agency should build an identity with the aim of having more integrity, consistency and professionalism in the eyes of the public. Application of supergraphics, namely graphic elements that creatively combine visual elements with the aim of giving a strong impression, attracting attention and building a professional image of the Diskominfo agency from other agencies.

Community service activities are carried out in two locations of Micro, Small and Medium Enterprises (MSMEs), namely Slanden Banjaroyo Chocolate Cocoa Park and Bas and Reng Wonosobo Buffet. This activity aims to examine the use of digital marketing to increase sales. In the era of digitalization, Micro, Small and Medium Enterprises (MSMEs) must adapt to changes in consumer behavior who are more likely to use digital platforms. In reality, MSME actors focus more on business income, but less on the use of digital marketing in expanding public reach. Chocolate Cocoa Park and Bas and Reng Buffet face obstacles in product marketing and the lack of product brand identity. In this community service activity, the author supports MSME actors to increase promotional activities through social media and the creation of logos and brochures on the Canva application. The results achieved after this activity was carried out was an increase in the understanding of business actors in applying digital media to market products and business actors already have a product brand identity.

In a company, it will always be connected to third parties and want to protect the company that is run honestly ("te goeder trouw"), so the legality of a company is important in business activities. The legality of a company or business entity is the most important element, because legality is the identity that legalizes or validates a business entity so that it is recognized by the public. The legality of the company must be valid according to laws and regulations, where the company is protected or covered by various documents until it is legal in the eyes of the law. Forms of Company Legality There are several types of identities that legalize a business entity, including: company name, company brand, and trade business license. While the benefits of company legality are as a means of legal protection, a means of promotion, proof of compliance with the law, making it easier to get a project and facilitating business development. The large number of companies that are established without legalizing the company is very detrimental to other companies that run their business activities honestly.

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.

Developments in the era of Industrial Revolution 4.0 are increasing rapidly along with the times, especially in the economic sector. The development of the economic sector in Indonesia means that MSMEs (Micro, Small, and Medium Enterprises) need strategies to brand themselves. Branding efforts can be carried out using social media platforms, namely Instagram. Instagram plays an important role as a promotional media that functions to persuade and communicate a product or service. This journal discusses the visual identity in the design of the Instagram feeds for the brand "Zamzam Kalimantan" as a portfolio of Kawakibi Digital Branding. This design uses qualitative methods based on interviews, observations, and literature studies. Through this process, designs for Instagram feeds were produced as Kawakibi's portfolio media.

This research aims to test how the influence of brand identity, price, and Product Quality on Brand Choice for Skeptics items. Essential information was utilized in this consider, collected through convenience inspecting over a ten-day period utilizing Google Shapes from 100 shoppers of Skeptics items on Tokopedia. Information investigation strategies included the external demonstrate, internal demonstrate, and speculation testing. The oddity of this investigate lies within the utilize of the SEM Keen PLS 4.0 application, as restricted to past considers which utilized SPSS. Hypothesis testing comes about show that brand identity contrarily influences the Buy Choice for Skeptics products, Product Quality emphatically impacts the Buy Decision, and Price too incorporates a positive affect on the Buy Choice. The consider recommends that proprietors ought to alter their branding techniques to upgrade brand acknowledgment, develop a more positive notoriety, and cultivate passionate engagement with customers to more successfully impact buy choices in a competitive advertise. The dominant variable for purchasing decision about skeptical produk is product quality,which is 0.154.

This study aims to evaluate the impact of Work-Life Balance, Employee Internal Marketing, and Corporate Culture on Organizational Citizenship Behavior (OCB) among employees of PT XYZ Cikarang. OCB is a voluntary action taken by employees to improve organizational performance beyond their official responsibilities. An optimal work-life balance can improve employee well-being and strengthen their commitment to the company. Internal Employee Branding serves to strengthen employees' identity and relationship with the company, while Corporate Culture forms values and norms that encourage constructive behavior in the work environment. This study applies a quantitative method with a multiple regression analysis approach. Information was obtained through questionnaires distributed to employees of PT XYZ Cikarang. The research findings indicate that work-life balance, internal marketing for employees, and organizational culture have a positive and significant impact on OCB, both separately and together. The main factor that is most influential in strengthening OCB is Organizational Culture, which shows the important role of company values and norms in shaping employee attitudes. The findings suggest that companies should improve work-life balance, strengthen internal brands, and create a supportive organizational culture to encourage employees to perform behaviors that go beyond their responsibilities.

In the current digital era, social media has become one of the most effective marketing tools for businesses. Instagram, as an image-based platform, provides great opportunities for coffee shops to build and develop their brands. This research aims to analyze how Instagram social media is utilized. , especially the Kawan.cafespace Instagram account, in forming the branding of a coffee shop. By taking a case study on this Instagram account, this research tries to understand the strategies and techniques used in forming a strong brand image in the digital realm. Through a qualitative approach and content analysis, this research shows that the use of Instagram from Kawan.cafespace is able to create wide exposure, positive interactions with followers, and build a unique brand identity for the coffee shop. The implications of these findings highlight the importance of using social media in improving branding and online presence for food and beverage businesses such as coffee shops. This research can provide insight for coffee business owners and marketing practitioners to optimize the potential of Instagram social media in strengthening their brand image in the digital market.

The fashion industry is a dynamic and globally influential economic sector. As part of culture and personal expression, fashion not only meets the need for clothing but also reflects identity, social values, and societal aesthetic trends. A current trend is branded preloved fashion, often referred to as thrifting. This quantitative study uses primary data, with a sample of 86 consumers from Diviwearstore, using a purposive sampling method. Collected through questionnaires using a Likert scale. Data analysis is conducted using SPSS(Statistical package for the social Science) version 20.

The advancement of digital technology has revolutionized marketing from traditional methods to online approaches. Digital marketing, leveraging digital media and the internet, including e-commerce and social media, has become a crucial element in promoting products and services. According to Kotler and Keller (2023), digital marketing not only boosts sales but also strengthens brand identity and fosters customer relationships. In Indonesia, Micro, Small, and Medium Enterprises (MSMEs), which significantly contribute to the local economy, can utilize digital marketing to expand their market reach and improve efficiency. This study was conducted in Ngampel Kulon Village, Kendal Regency, Central Java, focusing on MSME operators and aspiring entrepreneurs who have not fully utilized digital platforms such as WhatsApp Business. The research method involved observation, economic potential identification, and training using a Participatory Rural Approach. The training covered four main components: an introduction to digital marketing basics, copywriting techniques, digital marketing strategies, and hands-on practice with guidance. Results showed that 34 local residents and 15 KKN students exhibited high enthusiasm and successfully applied promotional strategies through social media. The evaluation indicated an improvement in knowledge and skills in using WhatsApp Business for product marketing. The conclusion is that the training successfully enhanced MSMEs' understanding and skills in digital marketing, including digital content creation and social media utilization. The program also emphasizes the need for policy makers' involvement in planning and managing local product marketing to compete globally and adapt to ongoing technological trends.