Jepara's reputation as “The World Carving Centre” is suspected of experiencing an identity crisis, marked by the decline in export value during the covid19 pandemic, the absence of regeneration of wood craftsmen, and other problems. The Jepara people's belief in the power of carving as local wisdom that is preserved needs to be accompanied by social capital consisting of the government, industry players, entrepreneurs, and craftsmen. Social capital has a role in building Jepara's reputation as a City of Carving with a Public Relations approach. Therefore, this study implemented the Reputation Management Theory by applying a qualitative method with a case study approach. After observation and in-depth interviews were conducted with the government, furniture entrepreneurs, and artisans, it was found that social capital becomes a relational dimension to achieve the goals of regional public relations reputation. Public Relations is recognized as an organizational function that includes boundaries responsible for communication engagement with various stakeholders to facilitate social relations, co-creation, and communication. Community involvement and social life, such as building relationships, norms, and trust, enable them to manage their reputation effectively. Social capital is due to various elements, including trust, rules, and norms governing social action, social interaction, and network resources.

Event marketing telah tumbuh dalam industri pariwisata sebagai alternatif produk wisata yang sangat diperlukan untuk menarik wisatawan. Hal tersebut juga diadopsi oleh kota Solo. Dari mementaskan acara-acara kecil yang bersifat kebudayaan dan tradisi sampai menjadi tuan rumah mega-event seperti konferensi internasional atau Olimpiade PARA Games, event marketing telah digunakan sebagai daya tarik untuk menghasilkan kunjungan tambahan ke kota Solo. Event-event tersebut bisa memberikan kontribusi besar terhadap tercapainya tujuan pemasaran secara umum dengan membantu memperkuat citra. Serta juga bisa digunakan untuk membantu mempromosikan, memposisikan, dan memperkuat merek kota Solo. Dengan pendekatan konseptual ekuitas merek, paper ini membahas peran event marketing terhadap strategi branding kota Solo. Lebih khusus lagi, mengkaji kontribusi pelaksanaan event marketiing terhadap awareness, persepsi kualitas, asosiasi merek, loyalitas, dan positioning kota Solo. Keywords: pemasaran pariwisata; event marketing; brand equity Solo

In the era of the rapid development of information technology, knowledge and creativity play a key role in development.  The creative industry, a very high-growth sector in Indonesia, has shown success in providing employment and economic growth.  The innovation system, the heart of the creative industry, is increasingly complex because it implies a trend-shifting perspective from a supply economy to a consumer demand-driven economy.  Communication systems play an important role in the social process of development. Communication not only conveys the idea of sustainable development but also creates opportunities where sustainability values can be realized. The communication system for the development of the creative industry in Jepara Regency, especially related to the woodcarving industry is currently in a crisis, very weak, and not adaptive to the environmental situation that surrounds it. The purpose of this study is to explore how strong and adaptive development communication responds to the complexity of the creative industry ecosystem in Jepara as a carving city, through the approach of Pentahelix stakeholder theory and Luhmann's social system theory.  The method applied in this study is exploratory qualitative. It focuses on a theoretical approach that can explain the shifting economic perspective on the system of innovation, production and reproduction of knowledge through the Stakeholder Pentahelix model and the theory of communication systems. As a carving center in Indonesia, Jepara is an interesting case study to analyze from this theoretical approach.  The results of this study have shown that Jepara's development communication system is not strong and adaptive in capturing what its people need.  The development system in dealing with the complexity of the creative industry environment is still not optimal. The system is not effective in reducing and selecting feedback from the community. So, the production and reproduction of information do not solve the complexity of the environment.  In addition, The convergence of theories shows the overlapping relationships between all  Pentahelix Stakeholders, the interpenetration of systems, and the designation of prominent media, through science journalism, as an interpretive framework of the convergence of the theory described.  For further research, it is hoped that we will further explore the complexity of the environment through the Participatory Action Research method so that the results are more representative of the construction of reality that exists in society.

Dari 64 juta UMKM yang ada di Tanah Air hampir semuanya mengalami penurunan omzet. Alasan utama dari terjadinya penurunan omzet tersebut dikarenakan turunnya daya beli masyarakat karena tidak adanya pelanggan. Belum lagi sejak adanya pembatasan mobilitas masyarakat akibat pandemi Covid-19 membuat semuanya menjadi terhambat, kegiatan jual beli dipaksa untuk bergeser di dunia maya. Kemajuan teknologi internet memfasilitasi terjadinya jual beli dan mengurangi biaya pemasaran, UMKM dapat terhubung dengan konsumennya melalui penggunaan storytelling. Studi tentang storytelling secara digital merupakan kebutuhan untuk memahami potensi storytelling sebagai alat komunikasi pemasaran yang secara positif mempengaruhi tingkat partisipasi yang dirasakan konsumen terhadap merek tertentu. Digital storytelling. Pengabdian ini bertujuan untuk mengkaji bagaimana UMKM memanfaatkan penggunaan teknik digital storytelling untuk terhubung secara aktif dengan pelanggan dan mendorong tercapainya pendapatan dan pengelolaan reputasi secara online. Oleh karena itu, untuk lebih mengoptimalkan pengelolaan konten Media Sosial para UMKM di Semarang secara online, telah dilakukan creative webinar  pembuatan konten dengan teknik digital storytelling. Ketrampilan yang diajarkan adalah strategi pembuatan konten digital storytelling untuk meningkatkan partisipasi konsumen melalui pengelolaan konten dan pembuatan narasi storytelling. Hasil pengabdian telah menunjukkan secara positif bagaimana peserta sangat antusias dalam mempraktikkan teknik digital storytelling dan berupaya untuk segera menerapkannya.

Rural tourism is often seen as a tourist attraction, where tourists make their visit only to catch a glimpse of the village’s potential. In contrast to this trend, the rural tourism of in Tanon sub village of in the Semarang regency (Central Java) attempts to offer more by developing its local strength as “Desa Menari” (lit. Dancing Village). It offers tour packages that invite tourists to experience a life in the village, interact with local communities, find happiness, and reinterpret life. The objective of this study is to find out how the local community uses indigenous experience as a strategy to develop rural tourism in the area. This study implemented the communication theory of identity (CTI) by applying qualitative method with a case study approach. After observation and in-depth interview were conducted to rural tourism community, this study found that rural tourism community actively introduces tourism based on local wisdom experiences through the conservation of tourism in Dusun Tanon, including the conservations of community arts, traditional games, and farmer. Indigenous experience as a village identity is constructed according to its purpose, i.e. spreading harmony, knitting inspiration, and reaping memory. This village identity includes personal identity, relational identity, and enacted identity that invite tourists to capture the process of self-meaning or journey into oneself as a psychological experience.