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This study aims to analyze public relations strategies in the implementation of the Mental Revolution Program through Instagram at the Coordinating Ministry for Human Development and Cultural Affairs of the Republic of Indonesia. The Mental Revolution represents an effort to transform public mindsets, attitudes, and behaviors based on the values of integrity, work ethic, and mutual cooperation in order to build a progressive and competitive nation. This research employs a descriptive qualitative approach with a case study method. Data were collected through observation, in-depth interviews, documentation, and triangulation to ensure comprehensive findings. The results indicate that the implemented public relations strategies have optimally utilized social media as a means of public communication, particularly in reaching younger audiences. These strategies include the development of positive content, cross-sector collaboration, and the use of media relations to expand information dissemination. The SWOT analysis reveals that the main strengths lie in effective team coordination, structured communication strategies, and a strong organizational culture, while weaknesses include limited human resources and insufficient technological support. Opportunities arise from extensive networks with various institutions and media, whereas threats stem from public perceptions and limited communication competencies. In practice, the Mental Revolution Program is implemented participatively through various initiatives such as Indonesia Serving, Clean, Orderly, Independent, and United, which are disseminated via Instagram. However, its implementation has not been evenly distributed across regions and has only reached approximately 70%, due to budget constraints and varying levels of commitment among local governments. Therefore, the success of this program largely depends on synergy among stakeholders and consistency in internalizing transformative values within society.

This study is motivated by the importance of maintaining consumer satisfaction amidst increasingly fierce competition in the culinary business, where Warteg Bunana faces challenges in the form of a decline in the number of customers over the past two years. The objective of this research is to determine and analyze the influence of social media promotion, location, and perceived value on consumer satisfaction at Warteg Bunana in Batam City. The research method used is a quantitative approach with a survey method through the distribution of questionnaires to 100 respondents selected using simple random sampling techniques. Data were analyzed using multiple linear regression analysis via SPSS software. The findings indicate that simultaneously, social media promotion, location, and perceived value have a significant effect on consumer satisfaction with an F value of 21,940 and a significance value of 0.000 < 0.05. Partially, all three variables also have a significant influence on consumer satisfaction. The coefficient of determination (R Square) of 0.407 shows that these variables explain 40.7% of consumer satisfaction. The implications of this research suggest that Warteg Bunana management needs to increase social media promotion consistently and maintain location comfort and service quality to improve consumers' perceived value on a sustainable basis

The results of the study show that pricing strategy contributes dominantly to increasing sales, but the lack of digital promotion causes limited market reach. Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving national economic development and providing employment. However, in facing an increasingly competitive market, MSMEs need to implement efficient marketing strategies to ensure sustainability and sustainable growth. This community service activity aims to provide knowledge and assistance to Indonesian Es Teh MSMEs regarding the implementation of flexible marketing strategies, both through digital and traditional channels. The activity took place at the Es Teh Kampung Solo outlet in Kramatwatu Square. The methods used included counseling, training, and assessment of marketing strategy implementation, with a primary focus on optimizing social media as an interactive and competitive digital promotional tool. The results of this activity demonstrated a significant increase in MSMEs' understanding of strategic marketing planning, promotional innovation, and the use of digital platforms to expand market reach. Thus, it is hoped that digital-based marketing strategies can strengthen the competitiveness and sustainability of MSMEs. This activity is expected to contribute to increasing the competitiveness and sales volume of the Kampung Solo Es Teh MSME in a sustainable manner through the implementation of a modern marketing approach that is responsive to technological changes.

The development of Indonesia’s traditional cuisine faces significant hurdles as shifting consumer preferences increasingly favor modern food options. This trend necessitates innovative approaches to ensure local culinary heritage remains competitive. This study examines the role of sociopreneurship as an innovation strategy at Ingkung Djawa Waroeng Ndesso. Utilizing a descriptive qualitative design, the research gathered insights from the business owner and employees selected via purposive sampling. Data collection involved interviews, observations, and documentation, with validity ensured through source triangulation. The analysis followed the Miles and Huberman model, encompassing data reduction, presentation, and conclusion drawing. Findings reveal that implementing sociopreneurship effectively integrates economic and social objectives by preserving authentic recipes, empowering local communities, and generating employment. Key innovations include diversifying product offerings while maintaining authenticity and leveraging social media for strategic marketing. These results demonstrate that social entrepreneurship serves as a powerful mechanism for enhancing business competitiveness while safeguarding cultural sustainability. The study implies that traditional culinary development can be successfully managed through a sociopreneurial framework, allowing for modern innovation without compromising core cultural values. Consequently, this model offers a sustainable pathway for traditional businesses to thrive amidst the challenges of contemporary market globalization.

This study examines the role of spiritual intelligence in shaping students’ understanding of happiness in the digital era from an Islamic psychology perspective. Employing a qualitative phenomenological approach, the research involves university students who actively engage with social media. Data were collected through in-depth interviews, observations, and documentation, and analyzed using thematic analysis. The findings reveal a significant shift in the meaning of happiness, from a substantive and intrinsic concept to a more symbolic and externally driven construct influenced by digital culture and online validation. Nevertheless, spiritual intelligence functions as a reflective and stabilizing mechanism, enabling students to reinterpret happiness as a deeper, more meaningful inner state. From the perspective of Islamic psychology, true happiness (sa’adah) is grounded in closeness to God and the internalization of spiritual values in daily life. This study underscores the importance of spiritual intelligence in addressing psychological challenges in the digital age and fostering a more balanced and authentic sense of well-being among students.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

The development of the digital era is driving the growth of the creative economy and opening up significant opportunities for Generation Z, who are highly familiar with digital technology. This generation has the potential to become key players in the development of digital-based businesses if equipped with adequate knowledge and skills. The community service activity carried out in Ngemplak Village, Boyolali Regency, aims to equip Generation Z with an understanding and skills in digital marketing so they can play an active role in the creative economy. The activity was carried out through socialization methods and direct practice in managing an online store using the Shopee platform, supplemented by materials on the concept of the creative economy, digital business opportunities, online marketing strategies, and the use of social media as a promotional tool. The results of the activity showed an increase in participants' understanding of digital marketing, improved technical skills in managing online stores, and increased motivation and confidence to start independent businesses. This program is considered effective in encouraging the use of digital media as a productive tool that has economic value and is sustainable for Generation Z.

This study investigates the impact of TikTok Live, viral content, and Fear of Missing Out (FOMO) on the purchasing decisions of Gen Z consumers in Jombang City for food and drink products. Social media, particularly TikTok, has rapidly expanded and functions as a potent digital marketing instrument. It influences consumer behavior through live broadcasting and the dissemination of viral content. The objective is to examine the influence of these three factors on purchasing decisions. This study employs a quantitative methodology. The data was obtained from surveys administered to 60 Gen Z participants who purchased food or beverages following exposure to TikTok advertising. Samples were selected by purposive sampling. Data were examined using multiple linear regression with SPSS software. Findings indicate that TikTok Live exerts a favorable and substantial impact on purchasing decisions. Viral material exerts no substantial impact. FOMO exerts a detrimental and substantial impact. The results indicate that TikTok live streaming effectively enhances consumer purchases, especially within the food industry.  

This study aims to examine the application of an expository approach in the scriptwriting of the documentary film "Jejak Rasa," which highlights Southern Chinese cuisine in Bandung as a representation of cultural acculturation. The background of this research is based on the declining interest of the younger generation in traditional culinary arts due to the influence of globalization and social media trends. The methods used included literature research, field observations, and interviews with relevant sources, such as culinary entrepreneurs and museum officials. The results show that the expository approach is effective in conveying information systematically, factually, and easily understood through the use of voice-over narration as the main direction of the story. Furthermore, the use of an implied first-person perspective creates an emotional connection between the audience and the material presented. This documentary serves not only as an information medium but also as a means of education and preservation of Peranakan Chinese culinary culture. By combining visual elements, narrative, and interviews, this documentary comprehensively presents historical, social, and cultural values. Therefore, this work is expected to raise public awareness of the importance of preserving culinary cultural heritage amidst modern developments.

Advances in digital technology have opened up significant opportunities for utilizing media as a tool for education, creativity, and religious outreach. However, the low level of digital literacy among the public, particularly the younger generation, means that the use of digital media remains largely limited to entertainment. This community service activity aims to enhance participants’ understanding and skills in utilizing digital media productively through the seminar “Halal Profits, Maximum Rewards through Digital Da’wah” at MWC NU Waru Sidoarjo. The method employed was Participatory Action Research (PAR) with data collection techniques involving observation. The results of the activity showed an increase in participants’ knowledge regarding digital da’wah, the positive use of social media, and halal economic opportunities through digital content. Additionally, participants demonstrated high enthusiasm and began to understand the importance of using technology wisely and productively. This activity is expected to serve as a first step in improving digital literacy, community empowerment, and the strengthening of Islamic values through digital media.

This study aims to analyze the role of brand equity in enhancing the competitiveness of batik sandal products at “Dinara Wooden Heel.” The research adopts a qualitative approach using a case study method to gain an in-depth understanding of how the elements of brand equity namely brand awareness, perceived quality, brand association, and brand loyalty are developed and utilized by the business actors. Data were collected through in-depth interviews with the business owner and consumers, direct observation, and documentation. The data analysis technique was conducted descriptively through the stages of data reduction, data display, and conclusion drawing. The findings indicate that brand equity plays a significant role in improving the competitiveness of Dinara Wooden Heel. The dimensions of perceived quality and brand association serve as the primary strengths in creating competitive advantage through consistent product quality and culture-based differentiation. Meanwhile, brand awareness declined due to distribution limitations during the pandemic, but has gradually recovered through the utilization of social media. On the other hand, brand loyalty has been established through repeat purchases, although its management remains relatively informal. Overall, the four dimensions of brand equity are integrated in enhancing competitiveness through brand visibility, product differentiation, consumer trust, and customer loyalty.

The development of digital technology has significantly transformed consumer purchasing behavior in recent years. Shopping activities that were previously conducted in person have now shifted to e-commerce and social commerce platforms that offer greater convenience, speed, accessibility, and a variety of attractive promotions. Two platforms experiencing rapid growth in Indonesia are Shopee and TikTok Shop, both of which have gained popularity among diverse consumer segments. These platforms not only offer a wide range of products but also provide interactive shopping experiences through features such as promotions, live shopping, consumer reviews, personalized recommendations, and ease of transactions. This situation has led to notable changes in consumers' purchasing decision-making processes and preferences. Factors such as app usability, promotional strategies, consumer trust, social media influence, user engagement, and evolving digital lifestyles are becoming increasingly dominant in determining purchasing decisions. Therefore, this study aims to analyze the key factors influencing consumer purchasing decisions on the Shopee and TikTok Shop platforms in the digital era, as well as to provide deeper insights into consumer behavior in an increasingly digital marketplace.

This study aims to explore employees’ work experiences related to work-life balance and compensation in shaping employee performance at CV. Sepanjang Masa (Masa Kreatif), a social media agency located in Makassar. A qualitative approach with a descriptive-analytical field design was employed. Data were collected through in-depth interviews, passive participant observation, and documentation involving 11 informants from both management and creative teams. Data analysis followed processes of data reduction, data display, and conclusion drawing, with trustworthiness ensured through triangulation techniques. The findings reveal that employees’ work-life balance experiences are dynamic and heterogeneous. Work flexibility provides opportunities for personal time management; however, rapid response demands and intensive content production blur the boundaries between work and personal life. A supportive, communicative, and collaborative work environment acts as a protective factor that mitigates work pressure and fosters creativity. Compensation is perceived not only as financial remuneration but also as a symbol of recognition, professional development opportunities, and organizational appreciation, although gaps remain between employee expectations and organizational capacity. Integratively, work-life balance, work environment, and compensation constitute interconnected work experiences influencing employee engagement and performance within the digital creative industry.

The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City, both partially and simultaneously. This study employed a quantitative approach with an associative research method. The population consisted of Antarestar consumers residing in Makassar City, and the sample was determined using purposive sampling. A total of 140 respondents who met the research criteria were involved in this study. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics software. The results of this study indicate that (1) influencer endorsement has a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products, (2) content marketing has a positive and significant effect on purchase intention, and (3) influencer endorsement and content marketing simultaneously have a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City. The findings conclude that the effectiveness of Antarestar’s digital marketing on TikTok is strongly influenced by credible and attractive influencers as well as relevant, informative, and consistent marketing content. Therefore, optimizing influencer endorsement and content marketing strategies is essential to enhance purchase intention among Generation Z consumers.

The Role digital marketing nowadays become part important in today's business strategies implemented by MSMEs, which is enable MSMEs to​​ reach the target market with more broad , measurable , and efficient in global value chain (GVC) context . Digital marketing strategies do not  can denied  involving various elements, including optimization machine search engine optimization (SEO), marketing through social media, digital advertising, marketing content ,and also email marketing. In buniess process of PT Bungas food Nusatra abalikpapan tahy have product a weadang dayang.  In facing such a market dynamic, marketing strategy must capable adapt with current digital trends including Fear of Missing Out (FOMO) approach to create greater urgency and involvement​ tall in a way contextual relation with the value chain that creates consumer new abroad or​ marketing across countries by them. In this case, on of the challege ib export product process. The methods of research here, is survey and looking some literature that related in this subject discussion and research, the conclusion is  the With utilise trend this company​ can increase visibility brand , strengthen interaction with customers  and encourage conversion sale in a way more effective and This strategy expected can give impact positive to growth business and power competition companies in the digital era in more fluently in global value chain (GVC).

This research aims to identify and design relevant digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in Sikeben Village, with the goal of enhancing business sustainability through the utilization of the village’s social media platforms. The study employs a descriptive qualitative approach using interviews, observations, and documentation analysis involving MSME entrepreneurs, village officials, and social media managers of the village. The findings indicate that leveraging the village’s social media can expand market reach, improve customer interaction, and construct a positive image of local products. However, challenges remain, such as limited digital literacy, internet infrastructure issues, and a lack of systematic content strategies. As a result, the study proposes a community-based digital marketing model, which includes market segmentation, strengthening local content, stakeholder collaboration, and data-driven evaluation.

Digitalization is an effort to utilize digital-based technology to transform previously conventional work systems into more efficient and effective ones, including in the management of micro, small, and medium enterprises (MSMEs). This study aims to apply digitalization to corn-based coffe MSMEs in Talang Balai Baru 1 Village, Tanjung Raja District, Ogan Ilir Regency. The research method used is a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. The research findings indicate that the production and marketing activities of corn coffe MSMEs still use conventional methods. The implementation of digitaization has not been optimally implemented due to the low digital literacy of business owners and limited time in business managemen. Nevertheless, the initial implementation of digitalization through the use of social media and online sales platforms has had a positive impact in the form of expanding market reach and increasing ease of communication between producers and consumers. Thus, the digitalization of corn coffe MSME products has great potential to increase competitiveness and business sustainability if implemented gradually and continuously. .

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting the Indonesian economy, especially in rural areas where they contribute significantly to employment and local income. Sait Buttu Saribu Village in Simalungun Regency possesses considerable potential in the agricultural, tourism, and culinary sectors, which can be developed through strong MSME activities. Nevertheless, many local MSMEs continue to experience challenges related to limited promotion, weak branding, and restricted market access. This study aims to analyze visit-based and promotional strategies for MSMEs as an effort to strengthen the village economy and enhance business competitiveness. The research methods consist of a literature review of relevant previous studies and field observations conducted through community service activities in the village. The findings indicate that industrial visits, digital promotion via social media platforms, the utilization of Google Maps for location visibility, and branding that highlights local wisdom are effective strategies for expanding market reach and increasing MSME competitiveness. Through strong synergy among the village government, MSME actors, and the local community, MSMEs in Sait Buttu Saribu Village can grow more optimally and contribute to sustainable economic development and tourism.

The increasing integration of internet technology in educational institutions requires structured network governance to ensure that digital resources support academic activities effectively. Unrestricted access to online platforms often leads to non-academic usage such as online gaming and social media engagement during instructional hours, which may reduce learning concentration and degrade network performance. This research develops and evaluates a network access control simulation using a MikroTik RouterBoard RB951Ui-2HnD device. The system applies firewall filtering mechanisms, hotspot-based authentication, and bandwidth allocation strategies through Simple Queue configuration. Network segmentation is implemented to differentiate teacher and student access privileges. The study adopts a Research and Development (R&D) approach to design, configure, test, and evaluate the proposed system. Testing results indicate that the firewall configuration successfully restricts access to selected online games (Mobile Legends, Clash of Clans, Roblox) and social media platforms (YouTube, TikTok, Shopee, Instagram, Telegram). Furthermore, bandwidth management demonstrates effective traffic prioritization, ensuring more stable allocation for teacher accounts in accordance with configured maximum limits. The findings confirm that structured firewall and bandwidth policies can improve network discipline, enhance performance stability, and support a controlled digital learning environment in schools.

Since the announcement of the policy plan for a name transfer system in the sale of used mobile phones, the issue has attracted widespread public attention and discussion. People have expressed their opinions on social media platforms, particularly TikTok. This study aims to classify the sentiment of TikTok users using Naive Bayes and Support Vector Machine (SVM) algorithms. The data were collected through a comment scraping technique on related content.The research stages include text preprocessing, sentiment labeling into positive, negative, and neutral categories, and feature extraction using TF-IDF. The classification process employs Naive Bayes and Support Vector Machine algorithms, which are then evaluated based on accuracy, precision, recall, and F1-score. The results of this study indicate that both methods are capable of classifying sentiment effectively. However, the Support Vector Machine method is superior to the Naive Bayes method with an accuracy rate of 99.57% compared to 94.30%. This study is expected to help the government understand public responses to the planned policy of the used mobile phone name transfer system.