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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.

This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.

This study aims to analyze the optimization of the Yoona Squad Leader wellness community program in strengthening the brand awareness of Yoona Women. The increasing awareness of feminine hygiene and the growing concern regarding the safety of menstrual products serve as the foundation of this research, considering that more than half of Indonesian women report irritation and discomfort related to conventional sanitary pad use (Manoppo, 2022; Putinah et al., 2020). In addition, laboratory findings by the Indonesian Consumers Foundation (YLKI, 2015) revealed traces of chlorine and dioxin in many commercial sanitary pads, indicating potential reproductive health risks. The study employed a descriptive qualitative approach through observation, interviews, and active participation in the marketing division of PT Yoona Digital Indonesia during August–December 2025. The findings show that the Yoona Squad Leader program effectively strengthens all stages of the 5A Customer Path—Awareness, Appeal, Ask, Act, and Advocate—as conceptualized in Marketing 5.0: Technology for Humanity (Kotler, Kartajaya, & Setiawan, 2021). Community-based engagement drives emotional bonding, advocacy behavior, and value-based loyalty through empathy-driven communication. This program successfully empowers women to become advocates for menstrual health awareness while reinforcing brand credibility and consumer trust. The study highlights the strategic importance of community-based marketing as a sustainable approach to building human-centered loyalty and enhancing brand equity in the digital wellness industry.

The rapid growth of social media in Indonesia has transformed marketing communication strategies, particularly in producing creative promotional content. Instagram Reels has emerged as an effective platform for building brand awareness through short and engaging videos. This study was conducted during an internship at PT Waskita Fim Perkasa Realti and focuses on the production process of Instagram Reels content for Vasaka Solterra. The first objective is to examine the workflow of promotional video production across three stages, pre-production, production, and post-production. The second objective is to identify challenges faced by the Marketing Communication Division. Using qualitative methods, including observation, interviews, participation, and literature review. This study found that pre-production involves idea development, content research, and storyboard creation. The production stage includes smartphone-based video shooting and voice-over recording to ensure message clarity. Post-production centers on editing using CapCut and applying a consistent visual identity before publication. The study also identifies several obstacles, such as limited human resources, minimal equipment availability, and coordination delays with external partners. These findings highlight the need for increased production personnel, improved interdepartmental collaboration, and enhanced equipment support to optimize the overall content production process.

This study aims to analyze Indibiz Bogor’s digital marketing strategy in enhancing brand awareness through the use of Instagram Reels, with a specific focus on the role of content creators in planning, producing, and optimizing short-video content. As social media increasingly becomes a primary promotional channel, businesses are required to produce creative and relevant content capable of attracting and engaging audiences effectively. This research employs a qualitative approach, with data collected through observation, interviews, and documentation conducted during October–November 2025. The findings show that content creators play a strategic role in idea development, trend analysis, audience needs identification, and producing visual materials that align with Indibiz’s brand identity. Instagram Reels are proven effective in increasing audience engagement, expanding reach, and strengthening brand perception across digital platforms. However, several challenges persist in the production process, including suboptimal internal coordination, sudden concept revisions, and limited production time. These findings highlight the importance of more structured content planning, improved team communication, and consistent performance evaluation to optimize Indibiz’s digital marketing efforts and maximize their impact on brand awareness.

This study discusses the design of visual branding for Ederma Clinic Semarang through influencer collaboration content. The researcher acts as the influencer to produce creative visual content that represents Ederma Clinic’s identity, increases engagement, and strengthens brand awareness among young women audiences. The research method used is qualitative descriptive with data collection through observation, interviews, documentation, and content analysis. The results show that influencer collaboration can improve brand perception, social media engagement, and customer interest in Ederma Clinic. The designed visual content successfully strengthens brand positioning as a trusted and modern beauty clinic.  

The development of digital technology has transformed how businesses build brand image through social media. This study aims to determine the role of creative content in enhancing the brand awareness of Sopiri Driving School through social media platforms such as Instagram and TikTok. The research method used is Research and Development (R&D) adapted from the Borg & Gall model, consisting of problem identification, design, development, testing, and evaluation stages. The study produced two promotional videos of 30 seconds each. The results showed that implementing creative content with storytelling and dynamic visuals significantly increased brand awareness. Trial data revealed that social media followers increased by more than 90%, and the engagement rate rose from 3.5% to 8.2% after the content was published. Moreover, 83% of survey respondents stated they recognized Sopiri Driving School after watching the promotional videos. The study concludes that creative content plays an essential role in building a professional brand image and attracting audiences through social media. An effective content strategy not only serves as a promotional tool but also as an interactive communication medium that strengthens the emotional bond between the brand and its audience.

Industri portal lowongan kerja daring mengalami persaingan ketat, menuntut platform seperti Toploker.com untuk membangun brand awareness yang kuat, di mana iklan video menjadi strategi promosi yang sangat efektif. Namun, produksi video konvensional menghadapi kendala biaya tinggi dan waktu pengerjaan yang lama. Kecerdasan Buatan (AI) menawarkan solusi dengan mengotomasi produksi konten, mulai dari penyusunan naskah hingga personalisasi audio-visual. Penelitian empiris menunjukkan bahwa iklan video berbasis AI dapat meningkatkan tingkat engagement hingga 6–9 persen poin lebih tinggi dibandingkan iklan baseline dan meningkatkan efektivitas persuasi hingga 12,5% lebih tinggi dalam hal ekspektasi pendapatan. Untuk memastikan proses pengembangan konten video promosi yang menarik, efisien, dan relevan bagi audiens digital Generasi Z, penelitian ini mengadopsi kerangka kerja Multimedia Development Life Cycle (MDLC), yang mencakup tahap Konsep, Perancangan, Pengumpulan Bahan, Produksi, Pengujian, dan Distribusi. Tujuannya adalah merancang panduan teknis yang terstruktur untuk mengintegrasikan alat AI modern (seperti CapCut, Suno AI, dan Freepik AI) demi mengoptimalkan kualitas dan efisiensi produksi konten.

The coffee industry in Indonesia is growing rapidly and encouraging coffee shops, including MSMEs, to strengthen their branding strategies through digital media. This study aims to design and evaluate Instagram social media content to increase brand awareness of Kamala Kopi, a local coffee shop in Gunungpati, Semarang. The method used is the Multimedia Development Life Cycle (MDLC) with stages of concept, design, material collection, assembly, testing, and distribution. The content produced consists of music videos, promotional posters, and menu visuals, which were then tested through internal and external validation, as well as a questionnaire administered to 68 respondents. The research results showed a positive and significant influence of Instagram content on brand awareness of 1.007 with a coefficient of determination of 90.4%. These findings confirm that content on Instagram social media plays an important role in strengthening the visibility of SME brands and can be an effective strategy to increase brand awareness.

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

This study analyzes the optimization of creative content production on the TikTok platform of Garuda Systrain Interindo, a company engaged in occupational safety and health (K3) certification services. The research aims to (1) identify how the content production process is optimized and (2) examine how such optimization improves the effectiveness of creative content based on the principles of Integrated Marketing Communication (IMC). Using a qualitative descriptive approach, data were collected through observation of the company’s TikTok content, documentation, and analysis of content performance indicators. The results show that the optimization process includes structured planning through content planning sheets, determination of content pillars, talent briefing, consistency in editing style, and template standardization. These efforts are supported by post-production activities such as scheduling, performance monitoring, and evaluation through TikTok Analytics. Furthermore, the optimization significantly enhances content effectiveness, as indicated by increased engagement, reach, and stable performance of educational content. The implementation of IMC particularly in terms of message consistency, visual uniformity, and brand identity integration strengthens brand awareness and improves the clarity of K3 educational messages delivered to audiences. Overall, optimized and IMC-based content production contributes to more effective digital communication and strengthens the company’s professional image on social media.  

This study aims to analyze digital communication planning through Instagram to market MAKA Cavalry products at the MAKA Showroom in Gading Serpong . As a local automotive company producing electric motorcycles, MAKA Motors faces significant challenges from competitors and the importance of building brand awareness through digital media. The study used a qualitative approach using Regina Luttrell's Circular Model of SOME (Share, Optimize, Manage, Engage) as the foundation for its digital communication strategy. Data were collected through participant observation, in-depth interviews, and documentation of the activity of the @ makamotorsgadingserpong_vina Instagram account. The results show that a structured digital communication plan through Instagram can increase visibility, audience interaction, and brand image of MAKA Cavalry products. The strategies implemented include creating relevant and visually appealing content, optimizing posting times and hashtags, consistent account management, and encouraging audience engagement through two-way interactions. This study highlights the importance of evaluating Instagram insights and adapting content to suit the needs of the target audience. These findings can serve as a reference for the local automotive industry in optimizing social media as a marketing tool for environmentally friendly technology-based products.

The rapid growth of digital technology has revolutionized marketing practices, with social media becoming a primary platform for brand communication and audience engagement. Shopee Indonesia, as one of the leading e-commerce platforms in Southeast Asia, leverages various social media channels to strengthen its brand presence and connect with consumers. This study examines Shopee's digital marketing strategy through the management of the @notapprovedyet social media account, which creatively promotes Shopee products based on current social trends. The main focus of this study is to explain the content creation process and analyze the performance of accounts on Instagram, TikTok, and YouTube managed by Shopee Indonesia's Content Marketing Division. Using a creative marketing approach, this study aims to provide insights into effective social media management. The research findings are expected to contribute to understanding how the right social media strategy can increase audience engagement and brand awareness, especially in the highly competitive e-commerce industry.

This study examines the communication strategy of PT Nutrifood Indonesia through the L-Men Creator Crew (LCC) program as an implementation of the Integrated Marketing Communication (IMC) theory within the context of digital affiliate marketing. The research background stems from the shifting marketing landscape toward collaboration with content creators as a means to build authentic relationships and enhance brand awareness. The purpose of this study is to analyze how L-Men’s communication strategy is integrated across various IMC elements, including advertising, sales promotion, public relations, direct marketing, personal selling, and digital marketing. This research employs a descriptive qualitative approach, with data collected through observation, in-depth interviews, and documentation. The findings indicate that L-Men successfully established an effective two-way communication system with its affiliate community through a community-based approach, personalized guidance, and consistent promotional support. The integration of messages across digital channels creates synergy that strengthens the brand image as an active, inspiring, and relevant brand for the younger generation. The implications of this study emphasize the importance of implementing IMC that focuses on long-term relationships and community collaboration in contemporary digital communication strategies.

This study aims to analyse the influence of digital products, brand awareness, and service quality on perceived branch performance in a financial institution in Indonesia. The research is motivated by the accelerating digital transformation in the country’s banking industry, which requires conventional financial institutions to innovate to remain competitive amid the growth of fintech and digital banks. The main problem addressed is how these three variables simultaneously and partially affect perceived branch performance. A quantitative approach was employed using survey techniques and questionnaires distributed to customers. Multiple linear regression analysis was used to process the data. The results reveal that digital products, brand awareness, and service quality significantly influence perceived branch performance, both individually and collectively. The coefficient of determination (R²) is 0.652, indicating that the three variables can explain 65.2% of the variance in perceived branch performance. These findings highlight the importance of integrating digital innovation, strong brand presence, and excellent service in improving competitiveness and branch performance in the digital era. The study contributes practical implications for financial institutions in formulating strategic improvements to maintain relevance and competitiveness amid digital disruption.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy but still face challenges in utilizing digital technology for marketing. Shofi Cookies, as the partner of this program, has been using TikTok and a website, yet their utilization remains suboptimal. This community service activity aimed to enhance the partner’s digital capacity through social media analysis, website audits, and digital branding training. The methods included evaluating the TikTok account, auditing the website’s Search Engine Optimization (SEO), and providing training on the use of WordPress Content Management System (CMS) along with branding strategies. The results showed that the TikTok account was still personal, limiting analytic data, while the website audit produced a C- SEO score with issues in mobile access speed. The training, attended by the owner and operator, received positive responses with high satisfaction, although participants’ understanding still needs improvement. The implication of this activity highlights the importance of follow-up actions such as switching to a TikTok business account, increasing content upload consistency, and optimizing website SEO. With these efforts, Shofi Cookies is expected to strengthen competitiveness, expand market reach, and increase sales in the digital era.

The design of the 3:30 Kopi website poster was carried out as an effort to present an effective and modern promotional medium to support information needs and introduce the café’s digital platform to the wider community. In line with the development of the digital era, local SMEs such as 3:30 Kopi are required to remain competitive by utilizing visual media that is both communicative and appealing. This poster functions not only as an information tool but also as a branding strategy to strengthen the café’s identity in the eyes of consumers, particularly in the Ciledug area and its surroundings. The visual concept of the poster was designed with careful consideration of both aesthetics and function. The use of brown and cream tones symbolizes the warm and natural character of coffee, while also creating a friendly and elegant impression. Typography was chosen with a simple yet bold style to ensure information is easy to understand. The main elements, featuring a mockup of the website displayed on both laptop and mobile devices, emphasize the flexibility and responsiveness of the platform, which can be accessed anytime and anywhere. In addition, the inclusion of a QR code provides a modern solution that facilitates quick and practical interaction between the audience and the website. Cultural-inspired ornaments derived from 3:30 Kopi’s signature menu further reinforce its visual identity while adding aesthetic value. Through this poster design, 3:30 Kopi is expected to increase brand awareness, attract new visitors, and strengthen its image as a café that not only offers coffee but also provides a productive social space suited to the needs of modern society.

In today's digital era, photography has been widely applied in various industrial fields and plays a crucial role in attracting consumer attention. Photography has evolved into several disciplines, including landscape photography, wedding photography, street photography, photojournalism, and product photography. Product photography is a high-quality photograph taken to showcase and explain the characteristics and details of a product or service. It not only serves as a representation of the product being offered but also serves as an effective marketing strategy. This applies to the culinary industry, particularly in cakes and food products, where product photography is essential to attract consumers' attention and enhance brand identity. In the case of Dee's Kitchen, the business owner believes that providing good store reviews and creating a positive image for the brand require the influence of influencers. According to an interview with the owner, there is a recognition that their current social media presence on Instagram could be enhanced to reach more potential customers. Therefore, there is a need for Dee's Kitchen to develop its Instagram profile further, making it more diverse and innovative in showcasing its products. This can be achieved by using visually appealing product photos, collaborating with influencers, and engaging with a broader audience through creative marketing strategies. Strengthening the online presence through well-curated photography and social media engagement could help Dee's Kitchen attract new customers, build brand loyalty, and ultimately boost business growth.

This research aims to analyze the financial feasibility and marketing strategy of Etawa goat farming in Kaligesing District, which is recognized as one of the main centers for Etawa goat breeding in Indonesia. The case study was conducted at Setia Farm, a representative and active breeder in the region. The financial analysis employed several indicators, including Break-Even Point (BEP), Net Present Value (NPV), Internal Rate of Return (IRR), and Gross Benefit-Cost Ratio (Gross B/C). The findings show that the Gross B/C value reached 4.7, indicating a high return compared to investment cost. The NPV value was positive, and the IRR exceeded the prevailing loan interest rate, highlighting that the business generates significant profitability over time. Additionally, the BEP was achieved in a relatively short period, which signifies the business has strong potential for short-term capital recovery and low financial risk. From a marketing perspective, Setia Farm implements a combination of product excellence, adaptive pricing strategies, diverse distribution channels, and active promotional efforts. Their flagship products—mainly superior Etawa goats and processed dairy products—are positioned to meet market demand effectively. The farm also uses both direct marketing and digital platforms, such as social media and e-commerce, to expand its reach. Promotion is carried out through agricultural events, online campaigns, and collaboration with livestock communities. These strategies contribute to increasing brand awareness, building customer loyalty, and improving competitiveness. The integration of financial feasibility and strategic marketing supports the sustainability and growth of Etawa goat farming in Kaligesing. The results of this study can serve as a reference for livestock entrepreneurs, investors, and policymakers in developing similar agribusiness models that are profitable, resilient, and market-oriented.

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.