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

This study explores how young legislative candidates at the local level utilize Instagram as a campaign medium in the era of political digitalism. The focus is on two DPRD candidates in Tangerang City during the 2024 election in Electoral District 3 (Cipondoh–Pinang): Muhamad Azka Nur Fauzi from the National Mandate Party and Ashma Nafilah Maulida from the Prosperous Justice Party. Employing a qualitative descriptive approach and in-depth interviews with key informants, this research analyzes their personal branding strategies using Peter Montoya’s eight laws of personal branding.  The findings reveal that despite their relatively small number of followers, both candidates successfully built authentic and community-relevant political images. MANF emphasized UMKM development and religiosity, aligning with his personal background, while ANM highlighted humanistic social programs and her unique writing hobby. Nevertheless, both still showed weaknesses in several of Montoya’s principles, particularly distinctiveness and visibility consistency. The study concludes that Instagram is not merely a low-cost promotional tool but a strategic platform for local candidates to foster public trust, provided their personal branding remains authentic, consistent, and responsive to local needs.

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.

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 research seeks to examine the impact of digital literacy, Islamic financial literacy, and Islamic branding on Generation Z’s interest in saving with Islamic banks in DKI Jakarta. Unlike most prior studies, this work highlights the combined role of digital literacy, Islamic financial literacy, and Islamic branding, specifically focusing on Generation Z in DKI Jakarta, which has not been widely explored. A quantitative research design was applied, with data gathered through a questionnaire distributed to 400 respondents using purposive sampling. The analysis employed PLS-SEM with the SmartPLS 4 software. The study revealed that digital literacy positively influences saving interest with a coefficient of 0.074, Islamic branding has a strong positive influence with a coefficient of 0.915, while Islamic financial literacy shows no significant effect with a coefficient of -0.002. The model obtained an R-square value of 0.894. This research is restricted to a particular scope or sector, thus the findings cannot be generalized to all contexts. Nevertheless, the results provide useful insights for practitioners, policymakers, and academics in formulating relevant actions or decisions.

MICE tourism (Meetings, Incentives, Conferences, Exhibitions) is a sub-sector with high economic value and a unique capacity to play a diplomatic role through interaction between international actors. At the regional level, the ASEAN (Association of Southeast Asian Nations) Summit (Summit) has been used by Indonesia not only for economic purposes, but also as an arena for public diplomacy and soft power development. This article examines how the ASEAN Summit (especially the series of ASEAN 2023 activities spread across several locations including Labuan Bajo, Yogyakarta, and Jakarta) shows the function of MICE as a soft power instrument in Indonesian tourism diplomacy. By combining a literature review on soft power and tourism diplomacy, an analysis of official documents, MICE industry reports, and a case study of the 2023 ASEAN Summit, this paper identifies the mechanisms of influence, determinants of effectiveness, economic and reputational impact, and policy challenges. The results show that the ASEAN Summit provides a great opportunity for nation branding and international public engagement, but its effectiveness depends on policy synergy, MICE infrastructure readiness, image management, and post-event strategies to turn temporary exposure into long-term benefits.

This study highlights the role of social media, particularly Instagram, as a digital communication tool to promote and preserve the local culture of Paubokol Village. This village has a unique cultural heritage, but its recognition and appreciation are still limited among people outside the area. By utilizing Instagram as the primary medium, this study focuses on effective digital communication strategies in presenting visual content and cultural narratives. The communication techniques applied include selecting representative images, creating engaging stories, and delivering information interactively to attract a wider audience. The results of this activity indicate that the use of Instagram not only increases public awareness of the cultural values ​​of Paubokol Village but also builds more constructive relationships between local residents and viewers from outside the area. Engaging visual content and informative narratives play a significant role in fostering a higher appreciation of cultural heritage and encouraging support for the preservation and development of the village's potential. This study illustrates how social media can function as a strategic communication tool in promoting local culture, expanding the reach of information, and creating a dynamic space for cultural interaction between the village community and the wider public. These findings open up opportunities for the development of more innovative digital strategies for local cultural preservation.

This study analyzes the stage identity practices of the dangdut music group Sri Mules as a  cultural branding strategy in Pantura dangdut performances. In contrast to common dangdut performance patterns that position the singer as the primary visual focus, Sri Mules adopts a performative approach that foregrounds accompanying musicians as the main visual actors through the use of unconventional costumes and collective stage actions. Employing a qualitative approach with a case study strategy, this research draws on visual documentation of performances circulated on social media during the group’s active phase (2020–2021), complemented by semi-structured interviews and reflective observations. Data were analyzed using the interactive model proposed by Miles and Huberman, informed by performance theory (Schechner) and the concept of cultural branding (Holt). The findings indicate that Sri Mules’ stage identity is constructed and reproduced through consistent visual deviation and collective performativity, functioning as a strategy of symbolic differentiation in the Pantura dangdut performance landscape. This study highlights the role of accompanying musicians as active agents in shaping the visual identity of dangdut performances.

Indonesian Migrant Workers (PMI) face the problem of stigmatization and negative image that has been rooted in public perception for several decades, where the social construction of TKI is dominated by narratives of exploitation, violence, and victimization reinforced by conventional mass media coverage. The phenomenon of TKI emerging as content creators on the TikTok platform opens new opportunities for migrant workers to represent themselves independently and build personal Branding that has the potential to reconstruct their image in public perception. This study aims to analyze the personal Branding strategies of TKI content creators on TikTok, measure the engagement patterns and reach of the content produced, and evaluate the transformation of public perception toward Indonesian migrant workers as an implication of these digital communication practices. This study uses a qualitative approach with a case study design to explore the process of image reconstruction through personal Branding on the TikTok platform. Data were collected through in-depth interviews with five TKI content creators who have followers ranging from 750 thousand to 2.3 million, interviews with 50 active followers, and interviews with two digital communication experts. The research findings show that TKI content creators implement personal Branding strategies through content authenticity, narrative consistency, and positioning differentiation with engagement rates. Public perception changed significantly with a decrease in negative perception from 68 percent to 18 percent and an increase in positive perception from 10 percent to 55 percent within an exposure period of more than 12 months. Image reconstruction occurs through three mechanisms: humanization that displays the human side of TKI, normalization that elevates the profession as work worthy of respect, and inspiration that demonstrates their positive achievements. This study recommends that the government and related stakeholders support digital literacy for migrant workers to optimize social media platforms as a means of empowerment, as well as promote policies that protect and appreciate the contribution of TKI as an integral part of national economic development.

This community service activity aims to enhance participants' digital competency through responsive web design training conducted using integrated webinar and workshop methods. The background of this activity is based on the increasing need for adaptive web development skills across various devices to support digital personal branding. This activity involves university students and the general public and is conducted online utilizing modern communication platforms. The implementation method consists of preparation, implementation, and evaluation stages. In the implementation stage, participants attend webinar sessions to strengthen conceptual understanding of responsive web design principles, followed by workshop sessions that emphasize hands-on practice in website creation using HTML, CSS, and JavaScript. Evaluation is conducted through pre-tests and post-tests to measure program effectiveness. The results show a significant increase in participants' digital competency with an average score increase of 55.8%. These findings indicate that the integration of webinar and workshop methods is effective in improving participants' conceptual understanding and technical skills. This activity is expected to serve as a model for community service based on applicable and sustainable digital competency development.

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.

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.

This research aims to identify the personal branding strategy implemented by Nusaibah Jazuli, a PKS faction member of the South Tangerang City Regional People's Representative Council (DPRD), in building a positive image during the 2024 Election campaign. The advancement of social media has transformed how politicians build and manage their self-image, making a strong personal brand a crucial tool for young politicians to achieve credibility and differentiation amid fierce competition. Employing a qualitative descriptive method, the study analyzes Nusaibah's approach using the Personal Branding Pyramid framework (determine who you are, determine what you do, position yourself, and manage your brand). The findings indicate that this strategy successfully built her reputation and credibility. This success is underpinned by the "Determine Who You Are" commitment, exemplified by donating her entire salary to community welfare. The "Determine What You Do" strategy is reinforced by tangible actions, including distributing 1,000 basic necessity packages and advocating for school bus services. Furthermore, she applied "Position Yourself" as a humble, people-oriented leader who is highly responsive to citizens' concerns, presenting herself as an equal to the community. Finally, "Manage Your Brand" involves consistent and continuous image maintenance. Overall, Nusaibah's ability to engage in relatable political communication successfully won public support and enhanced her reputation.

This study examines the video content production process at Digital Hub Sinar Mas Land as a visual communication strategy to support branding for a digital innovation area. The background of this research stems from the increasing need for organizations to produce creative and informative content as social media becomes a primary channel for information distribution. The study aims to describe the stages of pre-production, production, and post-production, and to identify challenges that affect the effectiveness of video content creation. A qualitative descriptive method was used through active participation, observation, interviews, and literature review. The findings show that concept planning, scriptwriting, and storyboard development form the foundation of successful production. The production stage emphasizes camera techniques, talent coordination, and visual consistency aligned with communication goals. The post-production stage focuses on technical editing to strengthen the audiovisual message structure and prepare content for publication. Key challenges were found in storyboard development, talent performance during filming, and audio processing that required detailed adjustments. The results highlight the importance of thorough planning and coordinated teamwork to ensure that video content effectively supports branding strategies.

This study conducts a Systematic Literature Review (SLR) of 20 empirical and conceptual articles published between 2020 and 2025 to examine the influence of city branding on tourism interest and consumer behavior, with a particular focus on the city of Balikpapan. The synthesis reveals that city branding significantly shapes tourist perceptions through key elements such as destination image, brand identity, brand personality, and digital communication. Destination image consistently emerges as the primary mediator linking city branding to visit intention, while experiential and emotional branding further strengthen tourists’ cognitive, affective, and behavioral responses. The findings also highlight the growing importance of digital media and e-WOM in amplifying city branding strategies, especially in the post-pandemic tourism landscape. Despite strong branding potential rooted in cleanliness, safety, and Balikpapan’s strategic role as a supporting city for the new capital (IKN), gaps remain in digital branding, differentiation, and identity storytelling. The review emphasizes the need for more integrated, innovative, and data-driven branding approaches to enhance the city’s competitiveness and attract greater tourism engagement.

Penelitian ini mengkaji identitas visual merek Pia Saronde—salah satu produk kuliner khas Gorontalo—dengan menggunakan pendekatan semiotika yang berlandaskan teori Roland Barthes. Sebagai salah satu UMKM yang bergerak di sektor pangan, merek ini sangat bergantung pada peran logo untuk membentuk persepsi konsumen, memperkuat posisi merek, serta membedakannya dari produk lain dalam persaingan pasar. Penelitian ini bertujuan menelaah struktur visual yang membentuk logo, menginterpretasikan makna denotatif dan konotatif yang muncul, serta menilai sejauh mana logo tersebut mampu merepresentasikan nilai-nilai budaya lokal. Penelitian ini menggunakan metode deskriptif kualitatif dengan memadukan pengamatan visual terhadap logo dan kajian pustaka yang relevan. Hasil analisis menunjukkan bahwa kombinasi warna kuning dan coklat pada logo mampu menimbulkan kesan hangat, manis, dan menggugah selera, sedangkan bentuk tipografi yang melengkung menghadirkan citra tradisional, akrab, dan bernuansa rumahan. Selain itu, penggunaan nama “Saronde” menciptakan hubungan simbolis dengan Pulau Saronde yang terkenal, sehingga memperkuat keterikatan merek terhadap identitas daerah. Secara keseluruhan, temuan penelitian ini menunjukkan bahwa logo tersebut berhasil mengomunikasikan keterkaitan budaya dan citra kuliner yang diusung produk. Meskipun demikian, penelitian ini merekomendasikan adanya pengembangan pada beberapa elemen simbolik dan peningkatan adaptasi visual untuk kebutuhan media digital guna memperkuat daya saing merek.

This study aims to analyze the role of social media in driving innovation in flavor, shape/appearance, and modern perception of Indonesian traditional snacks in the digital era through a literature review from 2020–2025. Social media functions not only as a promotional tool but also as a creative and collaborative space that influences how traditional snacks are created, modified, and perceived. The findings indicate that social media accelerates the spread of new flavor trends and encourages the exploration of modern tastes without abandoning cultural identity. In addition, visual aesthetics on social media inspire innovation in the shape and presentation of snacks to make them more appealing and easily viral. Social media also shapes modern perceptions through cultural storytelling that rebrands traditional snacks as contemporary, relevant, and culturally valuable. However, challenges arise from the limited digital and branding skills among MSME actors. Overall, social media serves as a catalyst for the synergy of flavor, visual, and cultural innovation, bridging tradition and modernity in the development of local culinary products.

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 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.

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.