Abstract:Proper administration of complementary foods (MP-ASI) plays a crucial role in supporting the growth of toddlers, particularly in achieving weight gain appropriate for their age. This study aimed to examine the relationship…
ip between complementary feeding practices and weight gain among toddlers at the *Posyandu* (Integrated Health Post) in Timbang Jaya Village, Bahorok District, Langkat Regency. A quantitative approach with a cross-sectional design was employed, involving 34 respondents selected via total sampling. Data were collected using questionnaires and analyzed using the Chi-Square test at a significance level of α = 0.05. The results indicate that most mothers practiced correct complementary feeding methods, and the majority of children experienced weight gain in accordance with KMS (Health Card) standards. Chi-Square analysis revealed a significant relationship between complementary feeding practices and toddler weight gain (p < 0.05). Thus, correct complementary feeding practices have a positive impact on weight gain; consequently, it is important to continue promoting these practices by providing education to mothers.
Abstract:Abstract: This study aims to identify and analyze the role of e-commerce in promoting the economic growth of Micro, Small, and Medium Enterprises (MSMEs) in Asahan Regency, North Sumatra, in the digital era. The rapid development…
velopment of information and communication technology has brought significant changes to economic activities, particularly for MSME actors who are able to expand their markets through digitalization, one of which is by utilizing e-commerce platforms. The research method employed is a literature study with a qualitative descriptive approach, conducted through the review of various relevant sources as well as observations of the actual conditions of MSMEs in Asahan Regency. The results of this study indicate that e-commerce plays an important role in expanding market reach, improving operational efficiency, and increasing MSME income. However, several challenges remain in its implementation, including limited digital literacy, uneven technological infrastructure, and a low level of consumer trust in online transactions. Therefore, support from local governments, business actors, and relevant stakeholders is required to optimize the use of e-commerce in order to strengthen and encourage the economic growth of MSMEs in Asahan Regency.
Keywords: The role of E-commercE ,Economic growth of UMKM
Abstrak: Penelitian ini bertujuan untuk mengetahui dan menganalisis peran e-commerce dalam mendorong pertumbuhan ekonomi Usaha Mikro, Kecil, dan Menengah (UMKM) di Kabupaten Asahan, Sumatera Utara pada era digital. Perkembangan teknologi informasi dan komunikasi yang sangat pesat telah membawa perubahan yang signifikan dalam aktivitas ekonomi, dimana khususnya bagi pelaku UMKM dapat memperluas pasar mereka melalui digitalisasi, salah satunya kini melalui pemanfaatan e-commerce. Metode penelitian yang digunakan adalah studi literatur dengan pendekatan deskriptif kualitatif melalui penelaahan berbagai sumber relevan serta pengamatan terhadap kondisi nyata UMKM di Kabupaten Asahan. Hasil penelitian ini menunjukkan bahwa e-commerce berperan penting dalam memperluas jangkauan pasar, meningkatkan efisiensi operasional, dan serta mendorong peningkatan pendapatan UMKM. Namun, masih terdapat beberapa kendala dalam penerapannya, seperti keterbatasan literasi digital, infrastruktur teknologi yang belum merata, serta rendahnya tingkat kepercayaan konsumen terhadap transaksi daring. Oleh karena itu, diperlukan dukungan dari pemerintah daerah, pelaku usaha, dan pemangku kepentingan terkait untuk mengoptimalkan pemanfaatan e-commerce guna memperkuat dan mendorong pertumbuhan ekonomi UMKM di Kabupaten Asahan.
Kata kunci: Peran E-commerce, Pertumbuhan Ekonomi UMKM.
Abstract:Abstract: Illegal, Unreported, and Unregulated Fishing (IUU Fishing) is one of the fisheries-related crimes that threatens the sustainability of marine resources, causes significant economic losses to the state, and undermines…
rmines Indonesia's maritime sovereignty. The North Natuna Sea Exclusive Economic Zone (EEZ) is particularly vulnerable to such practices due to its abundant fishery resources and strategic geographical location. This study aims to analyze the national legal framework governing the prevention and eradication of IUU Fishing in the North Natuna Sea EEZ, identify the challenges faced by Indonesia in combating such activities, and examine the role of national and international law in promoting marine environmental sustainability. This research employs a normative juridical method with a descriptive-analytical approach. The data used consist of secondary data obtained through library research on primary, secondary, and tertiary legal materials related to international maritime law and national fisheries law. The data were analyzed qualitatively through the examination of legislation and relevant legal literature. The results indicate that Indonesia has established a relatively comprehensive legal framework for combating IUU Fishing through various laws and regulations that incorporate principles of international law. The synergy between national legal instruments and the provisions of UNCLOS 1982 plays a crucial role in strengthening law enforcement, protecting fishery resources, safeguarding national sovereignty, and supporting the sustainability of the marine environment.
Keywords: IUU Fishing, Exclusive Economic Zone, Marine Environmental Sustainability
Abstrak: Illegal, Unreported, and Unregulated Fishing (IUU Fishing) merupakan salah satu bentuk kejahatan perikanan yang mengancam keberlanjutan sumber daya laut, menimbulkan kerugian ekonomi negara, serta mengganggu kedaulatan wilayah perairan Indonesia. Zona Ekonomi Eksklusif (ZEE) Laut Natuna Utara menjadi kawasan yang rentan terhadap praktik tersebut karena memiliki potensi sumber daya perikanan yang besar dan posisi strategis. Penelitian ini bertujuan untuk menganalisis pengaturan hukum nasional terkait penanggulangan IUU Fishing di ZEE Laut Natuna Utara, mengidentifikasi kendala yang dihadapi Indonesia, serta mengkaji peran hukum nasional dan internasional dalam mewujudkan keberlanjutan lingkungan laut. Penelitian ini menggunakan metode yuridis normatif dengan pendekatan deskriptif analitis. Data yang digunakan berupa data sekunder yang diperoleh melalui studi kepustakaan terhadap bahan hukum primer, sekunder, dan tersier yang berkaitan dengan hukum laut internasional dan hukum perikanan nasional. Analisis dilakukan secara kualitatif melalui penelaahan peraturan perundang-undangan dan literatur yang relevan. Hasil penelitian menunjukkan bahwa Indonesia telah memiliki landasan hukum yang cukup komprehensif dalam penanggulangan IUU Fishing melalui berbagai peraturan perundang-undangan yang mengadopsi prinsip-prinsip hukum internasional. Sinergi antara hukum nasional dan ketentuan UNCLOS 1982 berperan penting dalam memperkuat penegakan hukum, melindungi sumber daya perikanan, menjaga kedaulatan negara, serta mendukung keberlanjutan lingkungan laut.
Kata kunci: IUU Fishing, Zona Ekonomi Eksklusif, Keberlanjutan Lingkungan Laut
Abstract:Abstrack: The global environmental crisis and the 2030 Agenda for Sustainable Development Goals (SDGs) position higher education institutions as strategic actors in promoting sustainability, including through environmentally…
ally oriented human resource management. This study examines the implementation of Green Human Resource Management (Green HRM) at Universitas Lancang Kuning (Unilak), a private university grounded in Malay cultural values that seeks to transform into a sustainable campus. The study aims to: (1) analyze the forms and level of Green HRM practices at Unilak, (2) identify supporting and inhibiting factors of its implementation, and (3) analyze the impact of Green HRM on campus environmental performance. A qualitative approach with an intrinsic case study design was employed, involving university leaders, HR managers, lecturers, and administrative staff selected through purposive sampling. Data were collected through in-depth interviews, observation, and document analysis, and were examined using thematic analysis. The findings indicate that Green HRM practices at Unilak have emerged through various green initiatives such as energy conservation, paper reduction, waste management, and the provision of green open spaces, yet remain at a medium level of institutionalization since they are not fully integrated into formal HR policies and performance management systems. Key supporting factors include top management commitment, alignment with the institutional vision, and the availability of several green facilities, while inhibiting factors comprise limited financial resources, the absence of standardized green performance indicators and reward schemes, and uneven ecological literacy among academic communities. Green HRM contributes to a cleaner and greener campus environment, increased pro-environmental work behaviors, and a stronger sustainability image for Unilak, but still requires a more structured strategic roadmap aligned with SDG targets 4.7 and 13.3.
Keywords: Green Human Resource Management, Green Campus, AMO Theory, Sustainability, Universitas Lancang Kuning.
Abstrak: Krisis lingkungan global dan tuntutan Agenda 2030 melalui Sustainable Development Goals (SDGs) menempatkan perguruan tinggi sebagai aktor strategis dalam mendorong pembangunan berkelanjutan, termasuk melalui pengelolaan sumber daya manusia yang berwawasan lingkungan. Penelitian ini mengkaji penerapan Green Human Resource Management (Green HRM) di Universitas Lancang Kuning (Unilak) sebagai perguruan tinggi swasta berbasis nilai budaya Melayu yang berupaya bertransformasi menuju kampus berkelanjutan. Tujuan penelitian adalah: (1) menganalisis bentuk dan tingkat penerapan praktik Green HRM di Unilak, (2) mengidentifikasi faktor-faktor pendukung dan penghambat implementasinya, serta (3) menganalisis dampak Green HRM terhadap kinerja lingkungan kampus. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus intrinsik, dengan subjek pimpinan universitas, pengelola SDM, dosen, dan tenaga kependidikan yang dipilih secara purposive. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi, kemudian dianalisis secara tematik. Hasil penelitian menunjukkan bahwa praktik Green HRM di Unilak telah muncul dalam bentuk berbagai program hijau seperti penghematan energi, pengurangan penggunaan kertas, pengelolaan sampah dan ruang terbuka hijau, tetapi masih berada pada tingkat institusionalisasi menengah karena belum sepenuhnya terintegrasi dalam sistem kebijakan dan manajemen kinerja SDM. Faktor pendukung utama meliputi komitmen manajemen puncak, kesesuaian dengan visi institusi, serta ketersediaan sejumlah fasilitas hijau, sedangkan faktor penghambat mencakup keterbatasan anggaran, belum adanya indikator dan skema reward hijau yang baku, serta literasi ekologis sivitas akademika yang belum merata. Green HRM berkontribusi pada terciptanya lingkungan kampus yang lebih bersih dan asri, peningkatan perilaku kerja pro-lingkungan, serta penguatan citra keberlanjutan Unilak, namun masih memerlukan roadmap strategis yang lebih terstruktur dan selaras dengan target SDG 4.7 dan 13.3.
Kata Kunci: Green Human Resource Management, Kampus Hijau, AMO Theory, Keberlanjutan, Universitas Lancang Kuning.
Abstract:The rapid advancement of digital technology and the increasing demand for sustainable business practices have driven the transformation of accounting information systems toward the concept of a Smart Accounting Information…
on System (Smart AIS) integrated with green accounting. This study aims to analyze how Smart AIS innovation, supported by technologies such as artificial intelligence, big data, and cloud-based systems, enhances the quality of accounting information while facilitating the implementation of green accounting principles to accelerate the achievement of the Sustainable Development Goals (SDGs). This research employs a quantitative approach using survey methods targeting organizations that have adopted digital-based accounting information systems. Data are analyzed using inferential statistical techniques to examine the relationships between Smart AIS quality, green accounting implementation, and their impact on corporate sustainability performance. The findings indicate that Smart AIS has a positive and significant effect on improving transparency, accountability, and the effectiveness of sustainability reporting. Furthermore, the integration of green accounting within Smart AIS enhances environmental awareness and resource efficiency within organizations. In conclusion, the integration of Smart AIS and green accounting represents a strategic innovation that can accelerate the achievement of the SDGs, particularly in promoting good governance, responsible consumption and production, and climate action. This study provides practical implications for organizations to develop adaptive, technology-driven, and sustainability-oriented accounting systems.
Abstract:Abstract: This study aims to analyze the role of the Free Nutritious Meal Program in supporting national food security in Indonesia, which encompasses not only food availability but also access, nutritional quality, and…
the stability of community consumption. The research employs a descriptive qualitative approach using the Analytic Network Process (ANP) method to identify key factors and determine strategic priorities in program implementation. Data were collected through interviews and questionnaires based on expert judgment, as well as documentation studies from various official sources. The results indicate that the program significantly contributes to improving access to nutritious food, particularly for vulnerable groups, strengthening local food supply chains through increased demand for domestic agricultural products, and promoting the empowerment of farmers and small and medium enterprises. In addition, the program plays an important role in maintaining food consumption stability, reducing the risk of food insecurity, and enhancing community welfare. However, its successful implementation is influenced by several key factors, including government policy consistency, budget availability, the quality of human resources, and the effectiveness of distribution and monitoring systems. Therefore, strong synergy among stakeholders is essential to ensure the sustainability and optimization of the program in supporting national food security in a sustainable manner.
Keywords: Programme MBG, Food Security, Analytic Network Process, Food Supply Chain, MSME Empowerment
Abstrak: Penelitian ini bertujuan untuk menganalisis peran Program Makan Bergizi Gratis dalam mendukung ketahanan pangan nasional di Indonesia, yang tidak hanya mencakup aspek ketersediaan pangan tetapi juga akses, kualitas gizi, dan stabilitas konsumsi masyarakat. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode Analytic Network Process (ANP) untuk mengidentifikasi faktor kunci serta menentukan prioritas strategi dalam implementasi program. Data diperoleh melalui wawancara dan kuesioner berbasis expert judgement serta studi dokumentasi dari berbagai sumber resmi. Hasil penelitian menunjukkan bahwa program ini berkontribusi signifikan dalam meningkatkan akses terhadap pangan bergizi, khususnya bagi kelompok rentan, memperkuat rantai pasok pangan lokal melalui peningkatan permintaan produk domestik, serta mendorong pemberdayaan petani dan pelaku UMKM. Selain itu, program ini juga berperan dalam menjaga stabilitas konsumsi pangan, mengurangi risiko kerawanan pangan, dan meningkatkan kesejahteraan masyarakat. Namun, keberhasilan implementasinya dipengaruhi oleh beberapa faktor utama seperti kebijakan pemerintah, ketersediaan anggaran, kualitas sumber daya manusia, serta efektivitas sistem distribusi dan pengawasan, sehingga diperlukan sinergi yang kuat antar pemangku kepentingan untuk memastikan keberlanjutan dan optimalisasi program dalam mendukung ketahanan pangan nasional secara berkelanjutan.
Kata Kunci: Program MBG, Ketahanan Pangan, Analytic Network Process, Rantai Pasok Pangan, Pemberdayaan UMKM
Abstract:Abstract: This study aims to provide a comprehensive analysis of the zakat management system in Egypt, focusing on its institutional structure as well as the mechanisms of zakat collection and distribution as an important…
t instrument in Islamic social finance to support social welfare and reduce economic inequality. The research uses a literature study method with a Systematic Literature Review approach, drawing data from scientific journals, academic books, and official documents to ensure a comprehensive and reliable analysis. The results show that zakat in Egypt is voluntary and not mandated by the state, yet its management remains relatively well-organized through formal institutions such as Islamic banks, charitable organizations, and community-based social institutions, creating a balance between accountability and flexibility in its distribution. The potential of zakat in Egypt is quite significant, reaching approximately one percent of the gross domestic product, indicating its strategic role in supporting socio-economic development; however, its utilization has not been fully optimized, particularly in reducing poverty and addressing income inequality. This limitation is influenced by several factors, including weak coordination among institutions, differences in governance standards, and limited integration with national development policies, thus highlighting the need for stronger coordination, improved regulatory frameworks, and enhanced policy support to ensure that zakat can function more effectively and sustainably in promoting socio-economic development in Egypt.
Keywords: Zakat, Zakat Management, Egypt, Social Welfare, Poverty, Institutional System.
Abstrak: Penelitian ini bertujuan untuk memberikan analisis komprehensif mengenai sistem manajemen zakat di Mesir dengan fokus pada struktur kelembagaan serta mekanisme pengumpulan dan distribusi zakat sebagai instrumen penting dalam keuangan sosial Islam untuk mendukung kesejahteraan masyarakat dan mengurangi ketimpangan ekonomi. Penelitian ini menggunakan metode studi pustaka dengan pendekatan Systematic Literature Review dengan sumber data yang berasal dari jurnal ilmiah, buku akademik, dan dokumen resmi guna memastikan analisis yang komprehensif dan dapat dipercaya. Hasil penelitian menunjukkan bahwa zakat di Mesir bersifat sukarela dan tidak diwajibkan oleh negara, namun pengelolaannya tetap terorganisasi dengan baik melalui lembaga formal seperti bank Islam, organisasi filantropi, dan lembaga sosial berbasis masyarakat sehingga menciptakan keseimbangan antara akuntabilitas dan fleksibilitas dalam penyalurannya. Potensi zakat di Mesir tergolong besar dengan capaian sekitar satu persen dari produk domestik bruto, yang menunjukkan peran strategisnya dalam mendukung pembangunan sosial ekonomi; namun demikian, pemanfaatannya belum sepenuhnya optimal, terutama dalam mengurangi kemiskinan dan mengatasi ketimpangan pendapatan. Keterbatasan ini dipengaruhi oleh beberapa faktor seperti lemahnya koordinasi antar lembaga, perbedaan standar tata kelola, serta rendahnya integrasi dengan kebijakan pembangunan nasional, sehingga diperlukan peningkatan koordinasi, penguatan kerangka regulasi, dan dukungan kebijakan yang lebih optimal agar zakat dapat berfungsi secara lebih efektif dan berkelanjutan dalam mendorong pembangunan sosial ekonomi di Mesir.
Kata Kunci: Manajemen Zakat, Kesejahteraan Sosial, Kemiskinan, Sistem Institutional,
Zakat
Abstract:Abstract: The development of tourism villages is widely recognized as an effective strategy for promoting community empowerment and strengthening local economic resilience, particularly in areas endowed with rich natural…
and cultural resources. Saporkren Village, located in the Raja Ampat region, possesses significant potential for nature-based tourism and local wisdom; however, this potential has not been fully optimized to improve community welfare. This study aims to analyze the role of community empowerment through tourism village development as an effort to strengthen the local economy in Saporkren Village. This study employs a descriptive qualitative approach. Data were collected through in-depth interviews, field observations, and document analysis. Research informants included village officials, tourism village managers, local business actors, and community members directly involved in tourism activities. Data analysis was conducted using thematic analysis, encompassing data reduction, data presentation, and conclusion drawing.The findings indicate that tourism village development in Saporkren Village has contributed positively to community empowerment, as evidenced by increased community participation in tourism management, the growth of local micro-enterprises, and improved human resource capacity through training and mentoring programs. The economic impacts include increased household income, the creation of new employment opportunities, and the development of local creative economic activities. Nevertheless, several challenges remain, including limited supporting infrastructure, restricted market access, and issues related to the sustainability of empowerment programs. This study concludes that community empowerment through tourism village development plays a strategic role in strengthening the local economy. Therefore, collaborative efforts among local governments, communities, and relevant stakeholders are essential to ensure the sustainable development of community-based tourism in Saporkren Village.
Keyword: community empowerment, tourism village, local economy, community-based tourism, Saporkren Village
Abstrak: Pengembangan desa wisata merupakan salah satu strategi yang dinilai efektif dalam mendorong pemberdayaan masyarakat dan penguatan ekonomi lokal, khususnya di wilayah yang memiliki potensi sumber daya alam dan budaya yang unggul. Kampung Saporkren, yang terletak di kawasan Raja Ampat, memiliki potensi wisata berbasis alam dan kearifan lokal yang besar, namun belum sepenuhnya dioptimalkan untuk meningkatkan kesejahteraan masyarakat setempat. Penelitian ini bertujuan untuk menganalisis peran pemberdayaan masyarakat melalui pengembangan desa wisata sebagai upaya penguatan ekonomi lokal di Kampung Saporkren. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data melalui wawancara mendalam, observasi lapangan, dan studi dokumentasi. Informan penelitian meliputi aparat kampung, pengelola desa wisata, pelaku usaha lokal, dan masyarakat yang terlibat langsung dalam aktivitas pariwisata. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan secara tematik. Hasil penelitian menunjukkan bahwa pengembangan desa wisata di Kampung Saporkren berkontribusi positif terhadap pemberdayaan masyarakat, yang ditunjukkan melalui peningkatan partisipasi masyarakat dalam pengelolaan destinasi wisata, pengembangan usaha mikro berbasis lokal, serta peningkatan kapasitas sumber daya manusia melalui pelatihan dan pendampingan. Dampak ekonomi yang dirasakan meliputi peningkatan pendapatan masyarakat, terciptanya lapangan kerja baru, dan tumbuhnya aktivitas ekonomi kreatif berbasis potensi lokal. Namun demikian, penelitian ini juga menemukan beberapa tantangan, seperti keterbatasan infrastruktur pendukung, akses pemasaran, dan keberlanjutan program pemberdayaan. Penelitian ini menyimpulkan bahwa pemberdayaan masyarakat melalui pengembangan desa wisata memiliki peran strategis dalam memperkuat ekonomi lokal. Oleh karena itu, diperlukan sinergi antara pemerintah daerah, masyarakat, dan pemangku kepentingan lainnya untuk memastikan keberlanjutan pengembangan desa wisata berbasis masyarakat di Kampung Saporkren.
Kata kunci: Pemberdayaan Masyarakat, Desa Wisata, Ekonomi Lokal, Pariwisata Berbasis Masyarakat, Kampung Saporkren
Abstract:Abstract: Research indicates that establishing a Reading Corner in kindergarten significantly improves children's early literacy skills, including letter recognition, vocabulary growth, narrative understanding, and reading…
ng motivation. The study utilized a mixed-methods approach, combining quantitative pre-test and post-test analysis with qualitative classroom observations and teacher interviews. Quantitative results demonstrated that the experimental group using the Reading Corner showed statistically significant improvements in literacy compared to a control group (p < 0.05). The qualitative findings revealed increased student engagement, motivation to read, and enhanced oral language development. Themes of this study suggest that a literacy-rich environment fosters better reading habits and skills, aligning with contemporary pedagogical approaches emphasizing the importance of accessible reading resources for young learners. Thus, the Reading Corner is identified as a crucial tool in promoting foundational literacy among kindergarten students.
Keywords: Literacy, Children, Reading Corner
Abstrak: Penelitian menunjukkan bahwa pembentukan Pojok Baca di taman kanak-kanak secara signifikan meningkatkan keterampilan literasi awal anak-anak, termasuk pengenalan huruf, pertumbuhan kosakata, pemahaman naratif, dan motivasi membaca. Studi ini menggunakan pendekatan metode campuran, menggabungkan analisis kuantitatif pra-tes dan pasca-tes dengan observasi kelas kualitatif dan wawancara guru. Hasil kuantitatif menunjukkan bahwa kelompok eksperimen yang menggunakan Pojok Baca menunjukkan peningkatan literasi yang signifikan secara statistik dibandingkan dengan kelompok kontrol (p < 0,05). Temuan kualitatif mengungkapkan peningkatan keterlibatan siswa, motivasi untuk membaca, dan peningkatan perkembangan bahasa lisan. Tema studi ini menunjukkan bahwa lingkungan yang kaya literasi mendorong kebiasaan dan keterampilan membaca yang lebih baik, sejalan dengan pendekatan pedagogis kontemporer yang menekankan pentingnya sumber bacaan yang mudah diakses untuk anak-anak usia dini. Dengan demikian, Pojok Baca diidentifikasi sebagai alat penting dalam mempromosikan literasi dasar di kalangan siswa taman kanak-kanak.
Kata Kunci: Literasi, Anak-anak, Pojok Baca
Abstract:Abstract: The increasingly competitive landscape among private universities in Indonesia requires innovative and digital-based promotion strategies that align with the behavior of the younger generation. This study explores…
res social media as a promotional medium, focusing on Royal University. Using a qualitative descriptive approach, data were collected through in-depth interviews, documentation of digital content, and observation of audience interaction on Instagram and TikTok. The findings reveal that the campus adopts a content-based marketing and engagement-driven strategy. Creative, informative, and relatable content is prioritized to build audience connection. Posts that receive the highest engagement include videos of student activities, scholarship announcements, and alumni testimonials. Audience responses are generally positive, with most prospective students expressing satisfaction with the promotional content provided. These results highlight the strong potential of social media as an effective tool for promoting higher education when managed strategically and sustainably. The study contributes both theoretically and practically: it enriches the understanding of digital marketing in higher education and provides guidance for private universities in developing impactful communication strategies. Future research is recommended to employ mixed methods with quantitative analysis to measure the effectiveness of digital promotional content in attracting prospective students.
Keywords: Promotional Strategy, Social Media, Digital Marketing, Royal University.
Abstrak: Lanskap yang semakin kompetitif di antara perguruan tinggi swasta di Indonesia membutuhkan strategi promosi inovatif dan berbasis digital yang selaras dengan perilaku generasi muda. Penelitian ini mengeksplorasi media sosial sebagai media promosi, dengan fokus pada Universitas Royal. Dengan menggunakan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam, dokumentasi konten digital, dan pengamatan interaksi audiens di Instagram dan TikTok. Temuan ini mengungkapkan bahwa kampus mengadopsi pemasaran berbasis konten dan strategi berbasis keterlibatan. Konten yang kreatif, informatif, dan relatable diprioritaskan untuk membangun koneksi audiens. Postingan yang menerima keterlibatan tertinggi termasuk video kegiatan mahasiswa, pengumuman beasiswa, dan testimoni alumni. Tanggapan audiens umumnya positif, dengan sebagian besar calon siswa menyatakan kepuasan dengan konten promosi yang disediakan. Hasil ini menyoroti potensi kuat media sosial sebagai alat yang efektif untuk mempromosikan pendidikan tinggi jika dikelola secara strategis dan berkelanjutan. Studi ini berkontribusi baik secara teoritis maupun praktis: memperkaya pemahaman pemasaran digital di pendidikan tinggi dan memberikan panduan bagi universitas swasta dalam mengembangkan strategi komunikasi yang berdampak. Penelitian kedepan dianjurkan untuk menggunakan metode campuran dengan analisis kuantitatif untuk mengukur efektivitas konten promosi digital dalam menarik calon mahasiswa.
Kata Kunci : Strategi Promosi, Media Sosial, Digital Marketing, Universitas Royal