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This research was conducted based on the importance of the image of educational institutions in gaining public trust, making the role of Public Relations (PR) as a public communication manager highly essential. MTs Fathur Rahman Sukorambi Jember was chosen as the research site because the institution is currently striving to enhance its positive image through the optimization of media and sustainable publicity strategies. The aim of this study is to describe the role of PR in building the image of the madrasah, as well as to analyze the communication strategies employed, the forms of publicity implemented, and the challenges faced in its execution.This research applies a qualitative approach with a field research design. Informants were selected through purposive sampling, involving parties considered relevant and knowledgeable about public relations activities, such as the head of the madrasah, PR staff, teachers, students, and parents’ representatives. Data were collected through observations of madrasah activities, in-depth interviews, and documentation in the form of archives and published media. The data were analyzed descriptively, emphasizing the researcher’s interpretation of communication patterns, publicity strategies, and their impact on public perception of the madrasah’s image.The findings reveal that PR functions as a communicator, mediator, and builder of a positive madrasah image. The use of conventional media and digital platforms such as Facebook, Instagram, and WhatsApp Groups has proven effective in reaching a wider community and enhancing public interaction. Documentation of academic and non-academic activities also strengthens the legitimacy of the institution’s achievements. The main obstacles encountered include limited human resources, technological facilities, and consistency in information management. Nevertheless, overall, the role of PR has been proven significant in improving the positive image of MTs Fathur Rahman Sukorambi Jember.

Social media management has become a strategic necessity for social and community organizations to enhance the effectiveness of public relations activities in the digital era. This community service program aims to strengthen the digital communication capacity of members of the Indonesian Doctors’ Wives Association (IIDI), Surakarta Branch, particularly in managing social media as a public communication channel. The training was conducted offline and combined theoretical sessions, technical demonstrations, and hands-on practice covering content strategy, basic photography, Canva-based content creation, content calendar development, and management of Instagram, Facebook, and TikTok accounts. Evaluation was carried out using pre-test and post-test instruments to assess participants’ improvement. The results show a significant increase in all competency indicators, especially in content creation, content scheduling, and social media administration skills. Participants also produced their own digital content as part of the practical assessment. Post-training support was provided through a WhatsApp group to ensure continued knowledge sharing and skill development. Overall, the program demonstrates that practice-oriented training can effectively enhance the digital communication competencies of social organizations and strengthen their public relations functions. This initiative is expected to serve as a replicable model for similar organizations seeking to optimize their social media engagement.

Digital development has significantly influenced business practices, particularly for Micro, Small, and Medium Enterprises (MSMEs), which are required to adapt to technological changes in order to remain competitive. However, many MSMEs still rely on conventional marketing methods and have limited understanding of digital marketing and digital financial management. This community service program aims to strengthen MSMEs’ competitiveness through the implementation of digital marketing strategies that support market expansion and improve business sustainability. The program was conducted using a qualitative descriptive approach through a series of community service activities, including field observations, interviews, seminars, and mentoring sessions for MSME actors. The focus of the activities was to introduce and assist MSMEs in utilizing digital marketing platforms, particularly social media such as Instagram, TikTok, and Facebook, as well as online marketplaces, to promote products more effectively. In addition, MSME participants were introduced to basic digital financial applications to support more structured and transparent financial recording. The results of the community service activities indicate positive changes among MSME participants, including increased awareness of the importance of digital marketing, improved product branding, broader market reach beyond local areas, and better financial management practices compared to previous manual recording methods. The adoption of digital marketing strategies enabled MSMEs to communicate product information more efficiently and build consumer trust through online presence. This community service program demonstrates that digital marketing assistance combined with practical mentoring can enhance MSMEs’ competitiveness and contribute to improving community economic welfare. Continuous support and consistency from MSME actors are essential to ensure the sustainability of digital transformation initiatives.

This study aims to describe relevant digital marketing strategies to improve the competitiveness of the Rafika Dompo Banana MSME in Soguo Village, Bolaang Uki District, South Bolaang Mongondow Regency, and analyze the supporting and inhibiting factors in implementing these strategies. This study uses a qualitative approach with a case study method. Data collection was conducted through observation, in-depth interviews with the owner, employees, and consumers, and documentation. The data analysis technique used a narrative inquiry model. The results of the study indicate that the digital marketing implementation of the Rafika Dompo Pisang MSME is still at a basic stage, utilizing WhatsApp and Facebook organically with simple content managed directly by the owner. Limited digital knowledge, minimal paid promotion budget, and suboptimal utilization of marketplace platforms are the main obstacles. Nevertheless, promotion through social media has been proven to increase product visibility and reach consumers. Supporting factors include maintained product quality, government support for licensing, and consignment collaboration. Consumer perception of the product is very positive, and existing digital promotions are considered to assist in purchasing decisions. In conclusion, the implemented digital marketing strategy is still simple but has a positive impact. Increasing competitiveness requires strategy optimization through increased digital literacy, platform diversification, and more planned resource allocation.

The implementation of online zakat payments by BAZNAS Jambi Province faced several challenges, including suboptimal use of the Simba application due to system errors. Additionally, there was a lack of public trust in online zakat payments, insufficient public literacy on the matter, and inadequate socialization and education from BAZNAS Jambi regarding the online payment process. This study used a qualitative descriptive approach, with data collection via interviews. To optimize digital zakat management, BAZNAS Jambi implemented a strategy involving both their website and the SIMBA system, offering two digital payment options: transfers and QRIS codes. They also pursued partnerships with companies and promoted zakat payments through social media platforms such as YouTube, TikTok, Facebook, Google Ads, Meta Ads, as well as TVRI and RRI television. However, there were challenges, including human resource limitations at BAZNAS Jambi, which resulted in delays when verifying factual data. Additionally, high IT operational costs limited the effectiveness of SIMBA and the website. The coordination issues, including both functional and institutional coordination, were also identified as significant problems. To address these challenges, BAZNAS Jambi has been working on solutions such as community education, socializing zakat management with the public and local government agencies (OPDs), and improving internal coordination.         

This study aims to determine the effect of service quality (X1), electronic word of mouth (e-WOM) (X2), and consumer experience (X3) on purchasing decisions (Y) among consumers of Facebook Marketplace in Kediri. This research is a quantitative study processed using statistical methods. The data collection techniques used were primary and secondary data. The sampling technique employed was incidental sampling, with a total sample of 96 respondents. The research data were obtained through questionnaires, literature studies, and documentation. The analytical techniques used include validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The results of the multiple linear regression analysis yielded the equation:Y = 5.686 + 0.191X1 + 0.242X2 + 0.425X3 + e. The t-test results showed that the service quality variable obtained a t-value of 2.215 with a significance level of 0.029, the e-WOM variable obtained a t-value of 2.072 with a significance level of 0.041, and the consumer experience variable obtained a t-value of 4.557 with a significance level of 0.000. The F-test results showed an F-value of 39.217 with a significance level of 0.000. Based on these results, it can be concluded that there is a partial effect of service quality on purchasing decisions, e-WOM on purchasing decisions, and consumer experience on purchasing decisions. Moreover, there is a simultaneous influence of service quality, e-WOM, and consumer experience on purchasing decisions.

The management of educational institutions has a strategic role in determining the direction of growth and sustainability of the institution. The success of this management is highly dependent on the administrator's ability to analyze the external environment, understand the position of competitors, optimize internal potential, and formulate superior strategies that are able to maintain competitiveness without ignoring the fundamental values ​​of education. In this context, the application of marketing management becomes an important need. This study aims to analyze marketing management in increasing public trust in the Darul Hikmah Islamic Boarding School in Tulungagung. This study uses a qualitative phenomenological approach with data collection techniques through interviews, observations, and documentation. Data analysis is carried out through data condensation, data presentation, and drawing conclusion/verification. The results of the study indicate that the marketing strategy of the Darul Hikmah Islamic Boarding School in Tulungagung in building public trust is implemented through four main elements: (1) Product – offering quality educational services with character strengthening, implementing the curriculum of the Ministry of National Education, Ministry of Religious Affairs, local content, and superior extracurricular programs; (2) Price – affordable registration and administration fees and adjusted to the economic conditions of the community; (3) Place – the location of the Islamic boarding school is strategic, easy to reach, and has a conducive learning environment; and (4) Promotion – conducted through visits to elementary schools, installation of promotional media (billboards, banners, brochures), publication of extracurricular achievements, and utilization of social media such as Facebook, Instagram, YouTube, and the Islamic boarding school's official website.

This study aims to examine how technology, particularly social media, plays a role in increasing community participation in the development of the sago forest tourism area in Kampung Sereh, Sentani District, Jayapura Regency. The area holds strong natural and cultural potential, yet its development as a tourist destination remains underutilized. The research adopts a qualitative descriptive approach using interviews, field observations, and document analysis. findings reveal that digital technology-especially social media platform such as Instagram and Facebook-has broadened the reach of tourism promotion. Young people in the community have started to use these platforms to share tourism- related activities and local cultural practices. However, challenges persist, including low digital literacy, limited access to proper devices, and the lack of technical training and assistance. Community participation is evident in various aspects, such as organizing cultural performances, preparing traditional food, and engaging in environmental conservation. This study recommends ongoing digital training and the formation of a community- managed promotional team to support sustainable and inclusive tourism development.

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peran krusial dalam perekonomian Indonesia, namun masih menghadapi kendala dalam aspek pemasaran dan branding produk. Salah satu tantangan yang dihadapi oleh UMKM di Desa Kalipucang Wetan, Kecamatan Welahan, adalah minimnya inovasi dalam desain kemasan serta kurangnya pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk meningkatkan daya tarik produk UMKM, khususnya Kerupuk Lala 73, dengan mengembangkan desain kemasan yang lebih menarik serta menerapkan strategi digital marketing. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup observasi, pendampingan, pelatihan, dan evaluasi terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa pembaruan pada desain label dan kemasan mampu meningkatkan daya tarik produk, sedangkan pemanfaatan platform digital seperti TikTok, Facebook, dan marketplace lainnya berhasil memperluas jangkauan pasar. Dengan strategi pemasaran digital yang tepat, produk UMKM berpotensi lebih dikenal luas dan memiliki peluang yang lebih besar dalam meningkatkan penjualan.

Digital technology has significantly shifted communication patterns among the residents of RT 02 RW 08 Bangetayu, transitioning from traditional face-to-face interactions to digital spaces, particularly through Facebook groups. This study employs a qualitative method, utilizing observation, in-depth interviews with nine informants, and digital content analysis to explore this transformation. The findings show that, while direct communication still exists, digital interactions have become dominant due to their speed, expressive freedom, and coordination efficiency. This shift is largely driven by increased accessibility to digital platforms, the rise of digital culture, and the comfort of communicating without facing traditional social barriers. Residents are more inclined to engage online as it provides a sense of convenience and a platform for sharing opinions freely. However, the study also highlights a paradox where online participation has surged, while face-to-face conversations have declined, leading to challenges in maintaining social cohesion within the community. The study suggests that while digital communication offers many advantages, it is essential to find a balance between online and offline interactions to preserve the strong community ties that are fostered through personal, direct engagement. The implications of this research call for efforts to promote a hybrid communication model that integrates both digital and face-to-face interactions for the benefit of community building and social harmony

BPR in Indonesia. This study uses qualitative research methodology.  The methodology employed is a case study.  The findings of this investigation include (1) Marketing communication strategies in increasing customer loyalty at BPR Kusuma Sumbing Delanggu are by using 1) advertising, BPR Kusuma Sumbing Delanggu utilizes digital media, only using Facebook, Instagram and the BPR Kusuma Sumbing Delanggu website. 2) sales promotion, promotions using distributing brochures, installing banners, personal and non-personal sales by visiting customers directly. 3) Public relations, BPR Kusuma Sumbing Delanggu is building a positive image of the company through events, sponsorships, or CSR. 4) digital media promotion, digital media used in marketing BPR Kusuma Sumbing Delanggu uses social media such as Instagram and Facebook, and we also have a special website for BPR Kusuma Sumbing Delanggu with the website address. (2) BPR Kusuma Sumbing's challenge is that educational communication regarding BPR Kusuma Sumbing Delanggu products to customers is sometimes hampered by a lack of understanding of financial literacy. Therefore, I have to explain in detail and coherently, which takes quite a long time. (3) The solution to addressing the challenges in marketing communication strategies to increase customer loyalty at BPR Kusuma Sumbing Delanggu is to continuously improve customer relationships and expand our reach. By strengthening communication and providing better education, we believe we can increase customer loyalty and the BPR's future growth.

In addition to personal selling, Adhiwangsa Hotel and Convention Solo also utilized other IMC tools such as direct marketing, public relations, and digital marketing to maximize the effectiveness of their promotional efforts for the "So Kiss Me 2024" event. The hotel leveraged its existing customer database to send personalized invitations and promotions through WhatsApp, which proved to be an effective channel for engaging with customers directly. Social media platforms were also used to create awareness and drive attendance, with consistent messaging across all channels to maintain a unified brand voice. Furthermore, the hotel emphasized the importance of building strong relationships with its customers by maintaining regular communication. This strategy helped foster trust and loyalty, as customers felt valued and personally attended to. The event was promoted not only through traditional marketing tools but also through word-of-mouth, leveraging employees' personal networks to spread the message. The study also highlights the role of digital marketing tools in enhancing the reach of the hotel's communication efforts. By utilizing platforms like Instagram, Facebook, and WhatsApp, Adhiwangsa Hotel was able to reach a broader audience, particularly among younger consumers who are more active on social media. These platforms allowed for real-time updates, engagement, and interaction with potential customers, making the event more dynamic and accessible. Overall, the success of the "So Kiss Me" event can be attributed to the hotel's effective use of integrated marketing communications, where personal selling played a significant role in delivering a more personalized and direct message to potential customers. This case study illustrates the importance of adopting a multi-channel communication strategy to effectively engage target audiences and achieve marketing objectives.

This study examines the phenomenon of the religious jargon “Go Berkah No Riba” (Go Blessed, No Interest) as a digital marketing communication strategy employed by entrepreneurs on social media, particularly Facebook. Using a descriptive qualitative approach and visual discourse analysis, this research seeks to understand how the jargon is interpreted, constructed, and widely disseminated in the context of product marketing and business opportunities. The findings indicate that “Go Berkah No Riba” functions not only as a marker of religious identity but also as a rhetorical device that combines spiritual values with aspirations for material success. Visual analysis of promotional materials, such as flyers and Facebook posts, reveals the use of hyperbolic language, symbolic imagery—such as the Kaaba and piles of money—and religious narratives designed to build credibility and persuade potential consumers. The integration of religious elements with economic appeal creates a sharia-compliant business image that simultaneously promises profitability. However, the study also uncovers ambiguity in the use of this jargon. On the one hand, it can strengthen the image of a business operating ethically according to Islamic principles. On the other hand, it risks being exploited merely as a marketing gimmick without a strong foundation in ethical business practices. This creates the potential for a gap between the religious message communicated and the actual business conduct. The findings underscore the importance of critical literacy in understanding religious communication strategies within the digital business sphere. Consistency between religious messaging and real-world business practices is crucial for maintaining consumer trust and avoiding the excessive commodification of religious values. Therefore, this study contributes to a deeper understanding of the dynamics of religion-based marketing communication in the era of digital transformation.

This study aims to explore the strategic role of e-commerce in increasing the export of handicraft products by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a case study on CV. Palm Craft in Kediri. In the context of globalization and digitalization, e-commerce is an important means for MSMEs to reach the international market, especially in the midst of the challenges of the COVID-19 pandemic that limit conventional export activities. This study uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The main focus of this study is how CV. Palem Craft utilizes various digital platforms such as social media (Instagram, Facebook), marketplaces (Tokopedia, Shopee), and global platforms (Amazon, Etsy) to expand market access, build product branding, and increase the selling value of local handicrafts. The results of the study show that the strategic use of e-commerce has helped companies overcome export barriers such as limited distribution networks, logistics constraints, and lack of international promotion. In addition, e-commerce also allows CVs. Palem Craft to build direct relationships with global consumers, get faster feedback, and make product adjustments according to market needs. This research also identifies supporting factors such as digital literacy, product quality, and production capacity as crucial aspects in the success of e-commerce strategies.  The implications of this study provide relevant insights for other MSMEs that want to develop exports through the use of digital technology. Continuous support from the government and related institutions is needed in terms of training, access to capital, and digital export facilitation so that Indonesian MSMEs can compete in the global market in a sustainable manner.  

Information technology plays a crucial role in supporting the growth of the digital economy, including in the micro and traditional business sectors. One example is the use of digital technology to increase sales of titi corn in Laranwutun Village, Lembata Regency. Titi corn is a traditional food from East Nusa Tenggara, particularly in the eastern Flores region of Solor, Adonara, and Lembata. However, this specialty food is not yet widely known due to minimal promotion and marketing, particularly on social media. This has resulted in limited market share and low incomes for local communities. This study used qualitative methods through direct interviews with titi corn entrepreneurs. The research process was divided into three stages: planning, preparation, and implementation. The theory used refers to the concept of digital marketing, specifically the use of Facebook as a promotional tool. This study examines the extent to which Facebook can increase marketing reach, expand the market, and facilitate the promotion of titi corn. The results show that Facebook plays a significant role in promoting and increasing titi corn sales. This social media platform facilitates the delivery of product information, reaches a wider consumer base, and builds brand awareness. Furthermore, Facebook enables direct interaction between producers and consumers, thereby increasing customer trust and loyalty to local products. This digital promotion strategy also opens up opportunities for collaboration with traditional culinary communities and local MSMEs, which can strengthen marketing networks. These findings emphasize the importance of preserving local food through an integrated digital approach. By optimizing social media, titi corn will not only gain wider recognition but also have the potential to become a superior regional product that supports sustainable and inclusive community economic empowerment.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

The digital media era is marked by a major shift in how information is accessed, produced, and disseminated. The internet and electronic devices such as smartphones enable anyone to become an information producer through social media, blogs, and other digital platforms. Media is no longer dominated by large institutions but also by ordinary individuals, creating a more democratic communication space. Digital communication enables the two-way exchange of messages in the form of text, images, audio, and video, accelerating the dissemination of information and strengthening collaboration across distances. However, challenges such as the spread of hoaxes and the ethical use of digital media still require attention. One form of active community participation is citizen journalism, where individuals cover and share local issues through digital media. This was evident in the OMK Week activities at Liwulagang Parish, which were documented by the OMK team through photos and videos. This documentation aims to preserve archives, serve as material for reflection, and expand publications to the congregation through social media, especially Facebook. The content shared emphasizes the spirituality, solidarity, and creativity of OMK, while also motivating the younger generation to become active in church life. To support citizens' ability to utilize digital media appropriately, journalism training was conducted to increase public understanding of the wise use of social media. The research methods used in this activity included data collection, outreach, and interviews, with results demonstrating the importance of open communication, feedback between presenters and participants, and active community participation.

This study aims to analyze the effectiveness of social media as a means of promoting investment services at PT Victory International Futures, a futures brokerage company operating in Indonesia. In the digital era marked by the development of information and communication technology, social media has become a strategic marketing tool to increase visibility, attract investor interest, and build relationships with customers. This study uses a literature study approach to review various literature related to digital marketing strategies, the role of social media in promotion, and the dynamics of the futures brokerage industry. This study found that social media, such as Instagram, Facebook, and LinkedIn, have a significant role in increasing brand awareness, expanding market reach, and influencing investment decisions. However, its effectiveness depends on relevant content strategies, consistent interactions, and a deep understanding of target audience behavior. This study also identifies challenges such as intense competition in the digital space and the need to comply with financial marketing regulations. The conclusion of this study confirms that targeted and measurable use of social media can improve a company's image and the effectiveness of investment service promotion, with recommendations to optimize digital content and analytics strategies.

Digital advertising has changed a lot, especially with the emergence of AI. AI allows companies to create more personalized and relevant ads, which improves the performance of their marketing campaigns. Significant ethical challenges must be addressed behind this innovation. One of the main issues is how AI can be used to generate unethical or even illegal content. This study uses a qualitative approach using a case study method on the CrushOn AI application that advertises on media platforms such as Meta. The results of the study showed that there were violations in the application because there were elements of pornography and porn action, considering that currently users of applications such as Instagram and Facebook are young teenagers, this is considered negative because it has violated the EPI book. There is a need for a clear ethical and regulatory framework for the use of AI technology in advertising. Collaboration with stakeholders, including advertisers and social media platforms, is essential to support ethical advertising practices.

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