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This community service program was conducted at GPIA Sidoasri, Malang Regency, a church community located in a rural area with limited access to capital, technology, and market opportunities. To improve the economic welfare of its members, the church initiated a micro-enterprise producing banana chips and jackfruit chips. However, the business faced several challenges, including unattractive product packaging, a short shelf life due to the absence of preservatives, and difficulties in determining competitive and profitable selling prices. To address these issues, the service team provided training on marketing strategies and business capital management. The training covered product branding through attractive packaging, the use of digital promotion to expand market reach, the separation of personal and business finances, simple financial record-keeping, and responsible capital management practices. The program was implemented through lectures, interactive discussions, and participant mentoring. The results showed that participants gained a better understanding of marketing strategies and basic financial management. Although challenges such as limited capital and low digital literacy remained, participants demonstrated strong enthusiasm to apply the knowledge and skills acquired during the program. This activity highlights that the success of micro-enterprises depends not only on product quality but also on effective marketing strategies and sound capital management. Furthermore, the program reinforces the importance of careful planning and responsible stewardship in business, as reflected in the wisdom of Proverbs 21:5.

Increasingly intense market competition in the digital era requires companies to implement effective recruitment strategies to attract the best talent, particularly from Generation Z. This generation is highly familiar with digital technology and social media, making digital platforms their primary source of information regarding employment opportunities. In this context, employer branding and corporate social media utilization play important roles in shaping perceptions and influencing job application intentions. Although previous studies have examined the influence of employer branding and social media on recruitment outcomes, the findings remain inconsistent and often contradictory. Therefore, this study aims to analyze and evaluate the effects of employer branding and the intensity of corporate social media usage on the job application intentions of Generation Z. The research focuses on Generation Z individuals residing in the Singaparna area. This study is expected to provide a more comprehensive understanding of the factors influencing job application decisions among young people in the digital era. The findings are anticipated to serve as valuable insights for companies in designing more effective, innovative, and targeted recruitment strategies that align with the characteristics and preferences of Generation Z as the future workforce.

Game collaboration branding has emerged as a significant marketing strategy influencing player purchasing behavior. This study aims to analyze the influence of collaboration branding, player satisfaction, and emotional attachment on purchase intention among Honkai: Star Rail players. 280 active members of the Pompomfess community on Platform X (Twitter) participated in a quantitative survey that was analyzed using Structural Equation Modeling–Partial Least Squares (SEMPLS). The results extend the application of the Theory of Planned Behavior to digital game consumption behavior by showing that collaboration branding, player satisfaction, and emotional attachment significantly increases purchase intention. In addition to offering useful advice for game developers and marketers in creating player-oriented brand collaboration strategies, this study conceptually advances the body of knowledge on digital consumer behavior.

Perkembangan teknologi digital dan media sosial telah mendorong pentingnya kemampuan personal branding bagi generasi muda, khususnya siswa sekolah menengah atas. Personal branding menjadi salah satu strategi yang dapat membantu individu membangun citra diri positif, meningkatkan kepercayaan diri, serta mempersiapkan diri menghadapi dunia pendidikan maupun karier di masa depan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman siswa mengenai pentingnya personal branding melalui workshop interaktif di SMA Negeri 1 Batujaya. Kegiatan melibatkan 12 siswa yang terdiri atas duta siswa dan perwakilan aktif sekolah. Metode pelaksanaan dilakukan melalui penyampaian materi, diskusi, praktik sederhana, dan refleksi bersama. Evaluasi dilakukan secara kualitatif melalui observasi partisipatif dan umpan balik peserta selama kegiatan berlangsung. Hasil kegiatan menunjukkan bahwa peserta memiliki antusiasme tinggi serta mengalami peningkatan pemahaman mengenai pentingnya membangun citra diri positif dan penggunaan media sosial secara lebih strategis dalam mendukung pengembangan diri. Pendekatan partisipatif melalui workshop interaktif dinilai efektif dalam meningkatkan keterlibatan peserta selama kegiatan berlangsung.

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 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 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.

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.

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.

Micro, Small, and Medium Enterprises (MSMEs) have a strategic role in supporting the Indonesian economy, but still face many limitations in terms of marketing and product packaging. This article presents the results of mentoring Sempol BAGONG MSMEs in Malang City who are engaged in sempol-based food products in the form of frozen food and ready-to-eat cooked products. The assistance is focused on strengthening marketing strategies, optimizing digital marketing, redesigning frozen product packaging, developing  mature product packaging, and utilizing halal certificates as added value for branding. The method used is a participatory qualitative approach through observation, in-depth interviews, and direct intervention on prioritized business aspects. The results of the assistance show an increase in MSME marketing capacity, packaging attractiveness, and digital promotion reach. In addition, halal certificates have been proven to provide added value in building consumer trust. This finding is in line with previous research that confirms that packaging innovation and the use of digital media contribute significantly to increasing the competitiveness of food MSMEs. Thus, this assistance provides practical implications for strengthening MSMEs through creative marketing strategies, packaging innovation, and sustainable use of digital technology.

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 examines the role of halal tourism in enhancing destination competitiveness and strengthening the Islamic economy within the tourism sector. This research employs a systematic literature review to synthesize findings from relevant academic sources. The results indicate that halal tourism contributes significantly to destination competitiveness by increasing tourist arrivals and encouraging product diversification. In addition, it supports the development of micro, small, and medium enterprises (MSMEs) and promotes local economic growth through a multiplier effect. Halal tourism also fosters ethical business practices and sustainable tourism development aligned with Islamic principles. However, its implementation faces key challenges, including limited infrastructure, complex halal certification procedures, and perceptions of exclusivity among non-Muslim tourists. Therefore, strategic efforts are required to improve Muslim-friendly infrastructure, streamline certification processes, strengthen MSME capacity through training and digitalization, and adopt inclusive branding strategies. These measures are expected to enhance the competitiveness, resilience, and sustainability of halal tourism destinations in the global market.

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.

Micro, small, and medium enterprises (MSMEs) play an important role in supporting the community’s economy; however, they still face various limitations in business management, particularly in product packaging and digital marketing. This community service activity aims to enhance the capacity of MSME actors in optimizing product packaging design and utilizing digital marketing in Pattallassang District, Gowa Regency. The activity was conducted in February 2026 and involved 8 home-based business actors as participants. The methods used included socialization, training, and participatory-based mentoring, which began with a pre-test to measure the participants’ initial level of understanding. The materials provided covered product packaging design, label or logo creation, and the use of social media and marketplaces in digital marketing. The results showed an improvement in participants’ knowledge and skills in designing more attractive product packaging and utilizing digital platforms as marketing tools. Participants also began to understand the importance of branding and marketing strategies in increasing product competitiveness. Overall, this activity had a positive impact on improving the capacity of MSME actors in terms of knowledge, skills, and attitudes in managing their businesses. This activity is expected to be an initial step in encouraging MSME actors to be more adaptive to technological developments and able to compete in a broader market.

Micro, small, and medium enterprises (MSMEs) play an important role in supporting the community’s economy; however, they still face various limitations in business management, particularly in product packaging and digital marketing. This community service activity aims to enhance the capacity of MSME actors in optimizing product packaging design and utilizing digital marketing in Pattallassang District, Gowa Regency. The activity was conducted in February 2026 and involved 8 home-based business actors as participants. The methods used included socialization, training, and participatory-based mentoring, which began with a pre-test to measure the participants’ initial level of understanding. The materials provided covered product packaging design, label or logo creation, and the use of social media and marketplaces in digital marketing. The results showed an improvement in participants’ knowledge and skills in designing more attractive product packaging and utilizing digital platforms as marketing tools. Participants also began to understand the importance of branding and marketing strategies in increasing product competitiveness. Overall, this activity had a positive impact on improving the capacity of MSME actors in terms of knowledge, skills, and attitudes in managing their businesses. This activity is expected to be an initial step in encouraging MSME actors to be more adaptive to technological developments and able to compete in a broader market.

Micro, Small, and Medium Enterprises (MSMEs) in Kemasantani Village have considerable potential in developing cassava-based products using MOCAF flour, particularly Antari chips. However, limited brand identity, unattractive packaging, and the underutilization of digital marketing have constrained product competitiveness and revenue growth. This community service program aimed to strengthen branding and optimize digital marketing strategies to support MSME revenue growth. A qualitative participatory approach was employed through surveys, interviews, observations, documentation, and direct assistance in brand identity development, packaging redesign, and social media management. The results indicate improvements in product image, packaging attractiveness, and market reach through digital platforms. The integrated application of branding and digital marketing successfully increased consumer engagement and led to an approximate 35% increase in MSME revenue within a three-month period. These findings suggest that strategic branding and digital marketing are effective approaches for enhancing competitiveness and ensuring the sustainability of locally based MSMEs in rural areas.

The food and beverage industry in Indonesia is growing rapidly through digital marketing, particularly through the role of influencers in influencing consumer preferences and purchase intentions. Several influencers are no longer merely collaborating with brands, but are also becoming business owners by leveraging their personal branding and follower base. However, when promoting their own products, the effectiveness of these strategies on purchase intentions is not always consistent. This study aims to examine the influence of the Theory of Planned Behaviour on purchase intention and analyse the role of Parasocial Relationship through influencer authenticity and influencer trustworthiness in regional cuisine at RM Padang Payakumbuah. The research uses a quantitative approach with data from 182 respondents in the Special Region of Yogyakarta, analysed using PLS-SEM. The results show that attitude and influencer authenticity do not have a significant effect on purchase intention, while subjective norm and perceived behavioural control have a significant effect. Furthermore, influencer trustworthiness strengthens the relationship between perceived behavioural control and purchase intention. These findings emphasise the importance of social recommendations, ease of purchase access, and building trust towards influencers.

The rapid development of digital media, particularly YouTube, has encouraged personal branding practices among content creators in the gaming sector. This study analyzes how Tobias Justin constructs his personal branding through the Jess No Limit YouTube channel using Montoya's (2002) eight-component personal branding theory, namely specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Employing a qualitative descriptive approach with a case study design, data were collected through online observation of 15 videos published between 2023 and 2025, digital documentation, and digital footprint analysis. Data were analyzed using Miles and Huberman's (1994) interactive model. Findings reveal that Tobias Justin's personal branding is built through consistent specialization in Mobile Legends gameplay, an authentic and humble personal narrative, a relaxed yet persuasive communication style, and sustained positive audience engagement. Audiences actively reinforce his image as a professional, inspiring figure, demonstrating that personal branding is a dialectical process involving creator presentation and collective audience validation. This study concludes that effective digital creator branding is shaped by value consistency, technical competence, and strategic audience relationship management, not mere popularity. Comparative research across gaming creators or platforms is recommended to extend generalizability.