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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.

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 effect of employer branding on the job interest of Generation Z in digital companies. The background of this research is based on the increasing competition among companies in attracting young talents, especially Generation Z, who have unique characteristics such as being highly adaptive to technology, prioritizing work-life balance, and having high expectations toward the workplace environment. Employer branding has become an essential strategy for companies to build an attractive and competitive image as an employer. This study employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents from Generation Z who are seeking jobs or interested in working in digital companies. The sampling technique used was purposive sampling. Data analysis techniques include validity testing, reliability testing, simple linear regression analysis, and t-test. The results indicate that employer branding has a positive and significant effect on Generation Z’s job interest. This implies that the better the company’s image as an employer, the higher the interest of Generation Z to work in the company. This study suggests that digital companies need to strengthen their employer branding strategies to attract and retain young talents.

This study aims to analyze innovative strategies that can be implemented by Micro, Small, and Medium Enterprises (MSMEs) in East Java to improve competitiveness through digital marketing and e-commerce. This study uses a descriptive qualitative approach with a library research method by reviewing various scientific literature, government reports, and previous studies related to MSME innovation and digital transformation. The results of the study indicate that digital marketing and e-commerce innovation can increase market reach, operational efficiency, product differentiation, and MSME sales. However, the implementation of innovation still faces several challenges such as low digital literacy, limited capital, limited technology, and lack of system integration. Therefore, innovative strategies are needed, including integrated digital marketing, marketplace optimization, social commerce, digital payment systems, logistics integration, digital branding strengthening, and digital literacy training. In addition, collaboration between MSMEs, government, universities, communities, and digital platforms is an important factor in accelerating MSME digital transformation. This study produces recommendations for an innovative strategy model based on digital marketing and e-commerce to improve the competitiveness and sustainability of MSMEs in East Java.

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as the main instrument in building brand awareness. This study uses a qualitative descriptive approach with a field research type (field research). Data collection was carried out through observation, in-depth interviews with six sources (owner, financial manager, social media team, admin, crew, and customers), and documentation of the content of the TikTok account @mtm43surabaya. The results of the study show that: (1) MTMSBY43 implements a digital branding strategy with three main components, namely brand positioning as a social-based one-stop solution, a brand identity that focuses on a human-centered service approach, and a brand personality that reflects the character of local youth who are solution-oriented and socially concerned; (2) MTMSBY43 TikTok content is classified into three pillars, namely humanistic and realistic content (daily vlogs & live documentation), educational and transparent content (service portfolio), and humorous content (entertainment & engagement content) that builds high organic appeal; (3) TikTok acts as a primary growth driver for MTMSBY43's brand awareness through three mechanisms: creating brand recognition through the FYP algorithm, which reaches new audiences; driving brand recall through consistent uploads and a distinctive communication style; and building customer trust and brand loyalty through responsive two-way interactions

This community service was carried out at the Abar traditional pottery craftsman studio "Titian Hidup" with the aim of strengthening business competitiveness through the development of branding strategies based on local wisdom. Pottery crafts in Papua, especially in Kampung Abar, not only represent technical skills, but also contain philosophical values that reflect the history and cultural life of the indigenous peoples. However, until now pottery products do not have a brand identity that is able to express the richness of meaning and character that they have. The method of service includes deepening the philosophical character of the product, the application of technology, and socialization to craftsmen. This approach is designed to build awareness and knowledge about the importance of branding as an instrument to strengthen business identity. The results of the service show that artisans are beginning to understand the concept of professional branding, including product differentiation, cultural narratives, and the use of digital technology to expand market access. In addition, this activity encourages the adaptation of artisans to modern market developments without losing the cultural roots that characterize the product. Thus, this service contributes to the preservation of local culture while increasing the sustainability of the traditional Papuan pottery craft business through a structured and contextual branding strategy.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in driving local economic development, particularly in rural areas that rely on the utilization of local natural resources. However, many MSMEs still face challenges in marketing aspects, especially limited use of digital technology, weak branding, and unattractive product packaging. This community service activity aims to strengthen the marketing strategy of the “Nek Surati” cassava chips MSME located in Dolok Village, Nagori Boluk, Bosar Maligas District, Simalungun Regency. The methods employed include field observations, interviews with MSME actors, descriptive analysis of existing problems, and practice-based (hands-on) assistance through digital marketing training, improvement of packaging design, and strengthening of product branding. The results indicate an increase in the digital readiness of the MSME actor, as evidenced by the adoption of WhatsApp Business, the creation of digital product catalogs, and the utilization of social media as a promotional tool. In addition, improvements in packaging design and brand identity enhanced the visual appeal and product image in the eyes of consumers. This assistance activity had a positive impact on improving the marketing capacity of the MSME and opened opportunities for expanding market reach. With continuous assistance, the “Nek Surati” cassava chips MSME has the potential to increase its competitiveness and contribute more significantly to the local economy.

Micro, small, and medium enterprises (MSMEs) play a strategic role in supporting the local economy, but still face limitations in the use of technology and market expansion. The Banana Chip MSME (Toko Agung) in Banatorejo Village, Tapango District, Polewali Mandar Regency is one of the local food businesses that has potential, but its management is still traditional. This community service activity aims to develop technology-based MSMEs to increase product competitiveness. The methods used are participatory assistance through observation, interviews, training, and evaluation, with a focus on digital marketing, packaging and branding improvements, and strengthening simple business management. The results of the activity showed an improvement in packaging quality, expansion of marketing reach through digital media, and improvements in business financial record keeping. Technology-based development has a positive impact on the readiness of MSMEs to face broader market competition. The implications of this activity show that integrated technology assistance can be an effective strategy in increasing the competitiveness and sustainability of local food MSMEs.

This study conducts a systematic literature review (SLR) and bibliometric analysis to map and synthesize research on digital transformation in talent management and its impact on employee retention in Micro, Small, and Medium Enterprises (MSMEs). Against the backdrop of high turnover rates and intense competition for talent, this research aims to identify the key interconnections between digital technologies, talent management practices, and retention outcomes within the MSME context. The methodology involved a comprehensive analysis of reputable databases using VOSviewer software for bibliometric mapping, focusing on co-authorship, co-occurrence, and citation networks. The findings reveal a robust, interconnected model centered on three core pillars: the adoption of digital technologies (e.g., AI, cloud-based HR systems), the implementation of strategic talent practices (notably digital employer branding and work flexibility), and the critical mediating role of employee psychological factors (job satisfaction and organizational commitment). The analysis demonstrates that successful retention in MSMEs is not merely a function of technological adoption but is achieved through a synergistic integration where technology enables effective talent management, which in turn fosters commitment and reduces turnover intention. This review contributes a comprehensive conceptual model that clarifies these dynamic relationships. The practical implication for MSME managers is the necessity of a holistic strategy that simultaneously develops digital infrastructure, refines talent management, and cultivates a supportive organizational culture to secure a sustainable competitive advantage through enhanced employee retention.

Currently, MSMEs (Micro,Small,and Medium enterprises) face significant challenges, including minimal digital literacy,limited access to technology,and the need for appropriate branding strategy formulation to compete in the broadband era. This research is a community service program aimed at strengthening the skills and capacity of MSME actors in Dolok Kahean Village so that they can market their products online and build their brand through digital platforms. The method used is a qualitative-applicative approach focusing on intensive training, education, and assistance (hands-on). The material covered the mastery of basic digital marketing concepts, online brand management, and practical technical assistance in creating and managing social media accounts and e-commerse. The results indicate that the program successfully and effectively overcame digital literacy constraints and instilled awareness about the crucial need for fundamental changes in business mindset and models. Partners have mastered basic digital marketing concepts and were successfully assisted in creating an Instagram account, which tangibly strengthened their practical skills for expanding sales reach. Futhermore, the objective of strengthening branding was achieved, as partners recognize that branding is a vital investment and fundamental strategy for creating a solid foundation for long-term business sustainability. Overall, the implementation of digital marketing strategies proves to be a comprehensive solution that significantly aids the development of MSMEs in responding to the shift in consumer behavior toward online shopping.

This study aims to analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

Competition in recruiting high-quality talent has intensified due to the advancement of digital technology, globalization, and the shifting preferences of younger generations in choosing their workplace. Traditional recruitment models are no longer sufficient, requiring companies to integrate employer branding with recruitment marketing strategies to attract potential candidates effectively. This study aims to analyze how PT Surya Pratista Hutama (SUPRAMA), a food manufacturing company, implements employer branding to strengthen its corporate image and enhance recruitment effectiveness. The research employed a qualitative descriptive method through observation, interviews, and documentation studies with the Human Capital and Corporate Communication Division. The findings reveal that SUPRAMA’s employer branding strategy is carried out through organizational culture strengthening, the use of digital platforms, consistent visual identity, and collaboration with educational institutions. The integration of these strategies has proven to increase the number of qualified applicants, improve candidate experience, and enhance the company’s reputation as an employer of choice. However, challenges remain in maintaining consistent branding communication and developing innovative digital content. This study concludes that employer branding is not merely a communication tool but also a long-term investment in human resource management.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

The rapid development of digital technology has brought about significant changes in various aspects of life, including the world of work. One skill that is now highly sought after by job seekers is digital platform-based communication skills. This skill is crucial for building a professional image, expanding networks, and increasing employment opportunities. In response to this need, a digital communication training program was held in Kartasura District with the aim of improving the practical skills of job seekers, particularly high school/vocational school graduates and final-year college students. The training was conducted face-to-face using a participatory approach, combining conceptual material delivery with hands-on practice sessions. The training focused on utilizing professional platforms such as LinkedIn and social media platforms like Instagram, which have become essential tools in the job search and personal branding process. A total of 42 participants attended the training, with diverse educational backgrounds and interests but a common desire to be more competitive in the digital job market. The training results showed a significant increase in participants' understanding of professional communication in the digital realm. Participants also gained practical skills in creating attractive LinkedIn profiles, creating content relevant to industry needs, and managing their online self-image. Furthermore, this training created a collaborative space between participants and presenters through a WhatsApp group, which later developed into a platform for sharing information about job openings, career tips, and ongoing discussions. The findings from this training underscore the importance of integrating digital communication training into workforce development programs, particularly in buffer urban areas like Kartasura. This effort serves as an adaptive strategy to address the challenges of digital transformation while empowering the younger generation to be better prepared for job competition in the digital era.

Micro,Small, and Medium Enterprises (MSMEs) are a vital pillar of the national economy, significantly contributing to employment, innovation, and regional economic development. However, in the ever-evolving digital era, many MSMEs have yet to optimally utilize digital promotional technologies and trends, leading to limited market reach and business growth. This community service activity aims to improve MSMEs' understanding and skills in building and developing their businesses through digital-based promotional strategies. The methods used in this activity include interactive outreach, hands-on training, and mentoring focused on the use of social media, online marketplaces, and other relevant digital platforms. The activity was conducted in collaboration with the MSME community using a participatory approach, enabling participants to actively engage in learning and directly apply the materials provided. The results of the activity indicate that participants showed a significant increase in knowledge and awareness regarding the importance of digital branding, designing attractive and effective promotional content, and utilizing various digital tools to expand market access. Additionally, many participants expressed greater confidence in managing digital platforms to promote their products and services independently. This increase in digital literacy is crucial in helping MSMEs remain competitive and adaptive to market changes brought about by technological advances. By equipping MSMEs with relevant digital promotion skills, this initiative contributes to the broader goal of supporting the growth of resilient, sustainable, and innovative small businesses. In the long term, such community-based empowerment efforts are expected to foster economic resilience and inclusiveness in the face of ongoing digital economic transformation.

This study uses a qualitative method to analyze the optimization of digital branding strategies in enhancing the competitiveness of Islamic banks in the digital economy era. Changes in consumer behavior, advancements in information technology, and increasing competition in the banking sector are the main factors driving the importance of digital branding as a modern marketing strategy. Islamic banks are required not only to comply with Sharia principles but also to adapt to digital transformation dynamics to maintain their relevance. This study explores various elements of digital branding such as digital visual identity, social media interaction, and brand narratives based on Islamic values that help shape positive consumer perceptions. The findings reveal that Islamic banks that consistently implement digital branding strategies are more likely to build customer loyalty, increase brand awareness, and create strong differentiation from conventional competitors. These findings affirm that digital branding is not merely a promotional tool but a strategic instrument in building public trust and brand image in the rapidly evolving digital transformation era.    

In the current digital era this, industry hospitality sued for keep going adapt with development technology and change behavior consumers. One of the modern marketing strategies that is starting to Lots used is utilization of digital influencers, namely individuals who have influence big on social media and capable influence opinion public. Research this aiming for know how far can a digital influencer strategy go? increase image of Savoy Homann Hotel in Bandung City. Research this done with method studies library, using approach descriptive qualitative. Research results show that utilization of digital influencers can strengthen hotel branding, improve visibility on digital platforms, as well as build trust and loyalty Customers. Research This expected can become reference for perpetrator industry hospitality in develop more marketing strategies​ effective and relevant with current development .

The creation of social media profiles for Micro, Small, and Medium Enterprises (MSME) Fresh Milk in Balunganyar Village is an essential strategy for enhancing competitiveness and market reach in the digital era. This MSME relied solely on limited traditional promotion methods; however, by establishing a presence on platforms such as Instagram and Facebook, Fresh Milk has successfully expanded its consumer reach and increased sales. Social media also facilitates direct interaction with customers, thereby enhancing trust and consumer loyalty. Challenges such as limited knowledge of digital marketing strategies and intense competition still need to be addressed. The aim of this research is to improve the social media profile of the fresh milk MSME to attract consumer attention and boost sales. The method used is Asset-Based Community Development (ABCD), focusing on identifying the assets owned by the MSME and empowering the community through training. With guidance from students of UNSURI, the Fresh Milk business owners received training on effective social media management, including branding, content creation, and utilizing customer feedback for product development. In the long term, this program is expected not only to increase sales but also to strengthen brand awareness and inspire other MSME in Balunganyar Village to adopt digital technology in their marketing strategies. The results of the program indicate that social media is a highly effective tool for the development of MSMS today.

Effective recruits are key in human resource management (human resources) to achieving organizational goals. Good recruitment strategies not only attract qualified candidates but also ensure compliance between the needs of the company and the competence of prospective employees. The main focus lies in the importance of building strong branding to attract high-quality candidates. Moreover, the experience of the candidate during the recruiting process is important, where positive interaction can enhance the image of the company in the eyes of prospective employees. This research aims to explore and analyze effective recruiting strategies in human resource management. In a context of growing competition in the labor market, organizations need to adopt innovative recruiting methods to attract quality talents. The qualitative approach is used to further the best practices and challenges faced in the recruiting process. Data is collected through analysis of literature from credible sources. Research shows that the use of technology, such as digital platforms and social media, and an emphasis on organizational culture, is essential to attracting appropriate candidates. It is hoped that these findings may provide a guide to the company in formulating an adaptive and sustainable recruitment strategy, in support of the organization's growth and success.

The growth of digital technology has significantly transformed the marketing strategies employed by micro, small, and medium enterprises. Within an increasingly competitive digital marketing ecosystem, high-quality visual branding serves as a crucial component in capturing consumer attention and enhancing brand awareness. However, the enterprises frequently encounter constraints related to budget, technology, and expertise in producing effective visual content. In response to these challenges, Rabbithall Studio offers a solution by providing affordable, high-quality content, particularly for enterprises that operating in the foods and beverages sector. This research aims to design a Business Model Canvas (BMC) for Rabbithall Studio to effectively support the digital marketing strategy of MSMEs. A descriptive qualitative approach is used to analyze key elements in the BMC, such as customer segments, value propositions, distribution channels, and cost structure. The research findings reveal that Rabbithall Studio has a strategic business model, focusing on providing aesthetic and Instagrammable product photography services, along with copywriting support. This study offers a strategic guide for MSMEs to adopt visual and content-based marketing to enhance their competitiveness in the digital market.