Abstract:Multi-sensory brand experience has emerged as a crucial factor in modern marketing, significantly influencing customer satisfaction, brand perception, and loyalty. Despite its increasing importance, research in this area…
remains fragmented, with theoretical integration and empirical validation gaps. This study employs a Systematic Literature Review (SLR) and bibliometric analysis using the Scopus database to map the evolution of research on multi-sensory brand experiences and their impact on customer satisfaction. From an initial dataset of 203 documents, a rigorous selection process resulted in 41 relevant articles for in-depth analysis. Using VOS viewer, the study visualizes research networks, inter-topic relationships, and emerging trends, revealing a 47% increase in publication volume from 2012 to 2024.
Findings indicate that customer satisfaction, consumer behaviour, and sales are dominant themes, with sentiment analysis and digital technology (AI, AR) gaining traction in recent years. However, significant gaps remain, particularly in experimental studies quantifying the long-term impact of multi-sensory experiences on customer loyalty and cross-industry comparisons of multi-sensory branding effectiveness. The novelty of this study lies in its combined bibliometric and systematic approach, which identifies critical research trends, theoretical gaps, and emerging digital strategies in multi-sensory marketing. This study contributes to the academic discourse by comprehensively synthesizing research trends and proposing future research directions in technology-driven branding strategies and consumer engagement.
Abstract:This study investigates the role of acquisition premiums in mergers and acquisitions (M&A) and their impact on shareholder wealth, focusing on five major Indian deals in pharmaceuticals, retail, banking, steel, and renewable…
able energy sectors. Potential synergies often justify acquisition premiums ranging from approximately 15% to 40% above target companies’ market values. However, market responses suggest that such premiums may not consistently result in value creation for acquiring firms' shareholders. Empirical findings reveal mixed outcomes: Sun Pharma’s acquisition of Ranbaxy led to a 9.8% share price increase within five days, while Tata Steel’s high-premium acquisition of Bhushan Steel saw only a 1.7% gain. In contrast, deals like Reliance–Future Retail and Tata Power–Welspun Power showed minimal or negative returns, despite sizable premiums. These patterns indicate that premium size alone is not a reliable predictor of post-deal shareholder wealth creation. The study concludes that M&A success depends more on strategic fit, market timing, and sectoral dynamics than on the premium offered. This analysis contributes to the broader M&A discourse by offering evidence-based insights into how premium valuations can either maximise or dilute shareholder value, aiding investors, corporate strategists, and policy analysts in deal assessment
Abstract:This research aims to find out how student learning outcomes differ in the Accounting Laboratory course based on previous educational background. The population in this sample is all 91 students who filled out the Googleform…
form provided. The sample size was obtained using the Yamane formula for the two independent variables, namely SMK with 40 students and SMA with 20 students. The type of research in this research is quantitative comparative using the independent sample t-test analysis technique, with the test carried out being a difference test of one group of samples (pairs). The results of this research are that there is no statistically significant difference between the learning outcomes of students with vocational/MAK backgrounds and the learning outcomes of students with high school/MA backgrounds. Keywords: Learning Outcomes, Educational Background
Abstract:Perkembangan pesat teknologi Artificial Intelligence (AI) telah mengubah lanskap pendidikan tinggi secara signifikan, terutama dengan hadirnya tutor virtual berbasis AI yang mampu memberikan umpan balik cepat, tepat, dan…
personal. Analisis Real merupakan salah satu mata kuliah yang paling menantang dalam program pendidikan matematika karena sifat abstraknya sering menyebabkan rendahnya self-efficacy mahasiswa. Penelitian ini bertujuan menganalisis pengaruh pemanfaatan AI sebagai tutor virtual terhadap self-efficacy mahasiswa Pendidikan Matematika Universitas Asahan yang menempuh mata kuliah Analisis Real. Penelitian menggunakan pendekatan kuantitatif dengan desain quasi-experimental one-group pretest-posttest, melibatkan 15 mahasiswa yang dipilih melalui purposive sampling. Instrumen angket self-efficacy dikembangkan berdasarkan tiga dimensi Bandura (magnitude, strength, generality), divalidasi melalui expert judgment dengan Cronbach’s Alpha sebesar 0,84. Hasil analisis deskriptif menunjukkan peningkatan rata-rata skor self-efficacy dari 65,67 (pre-test, kategori sedang) menjadi 79,93 (post-test, kategori tinggi), dengan peningkatan sebesar 21,7%. Uji Wilcoxon Signed-Rank Test menghasilkan nilai Z = −3,408 dengan p-value = 0,001 (p < 0,05), yang mengkonfirmasi terdapat perbedaan signifikan self-efficacy mahasiswa sebelum dan sesudah intervensi enam minggu menggunakan AI tutor virtual.
The rapid development of Artificial Intelligence (AI) technology has significantly transformed higher education, particularly through AI-based virtual tutors capable of providing fast, precise, and personalized feedback. Real Analysis, one of the most challenging mathematics education courses, frequently causes low self-efficacy among students due to its abstract nature and demands for formal proof-writing. This study examines the effect of utilizing AI as a virtual tutor on self-efficacy of mathematics education students at Universitas Asahan. A quantitative quasi-experimental one-group pretest-posttest design was employed with 15 students selected via purposive sampling. The self-efficacy questionnaire was based on Bandura’s three dimensions: magnitude, strength, and generality, validated by expert judgment with Cronbach’s Alpha coefficient of 0.84. Descriptive analysis results showed an increase in mean self-efficacy scores from 65.67 (pre-test, moderate category) to 79.93 (post-test, high category), representing a 21.7% improvement. The Wilcoxon Signed-Rank Test yielded Z = −3.408 with p-value = 0.001 (p < 0.05), confirming a significant difference in student self-efficacy before and after the six-week AI virtual tutor intervention.
Abstract:The seminar titled Visual Discourse in Marketing UMKM Products held in Sukajadi Village, Lemahsugih District, aimed to enhance local entrepreneurs’ understanding of visual communication strategies in product marketing. This…
This initiative responded to the limited use of visual elements such as packaging design, symbols, and graphic narratives that reflect local identity and influence consumer perception. Through a participatory approach, participants were introduced to the basics of visual discourse, practiced culturally rooted design techniques, and simulated digital promotional content. Monitoring was conducted through direct observation and feedback, while evaluation involved pre-tests, post-tests, and analysis of participants’ design outputs. Results showed a significant improvement in visual literacy and readiness to redesign product packaging more effectively. The seminar laid a foundation for building a creative and context-sensitive UMKM ecosystem, where visual elements serve as key tools to strengthen product identity, cultural relevance, and market competitiveness.
Abstract:Makassar is currently facing a mobility crisis that is not merely technical, but deeply embedded in the social, political, and spatial dimensions of urban life. Mobility spaces in the city—roads, transport nodes, and travel…
ravel rhythms—have become contested arenas where technocratic planning collides with residents’ everyday realities. This study aims to examine how mobility spaces in Makassar are produced, negotiated, and lived by urban dwellers amid infrastructural dysfunction and unequal access.
Using a qualitative, city-based ethnographic approach, the research was conducted across key mobility corridors and densely populated neighborhoods. Conceptually, this study draws on the frameworks of spatial anarchy (Castells & Smith), temporal disorientation (Zerubavel), and the politics of infrastructure (Larkin) to analyze how disorganized space and time shape citizens’ mobility experiences.
Findings reveal that Makassar’s mobility space is marked by spatial fragmentation, erratic urban rhythms, and various forms of micro-resistance—such as the use of informal routes, modifications to pete-pete (minibus) trajectories, and the occupation of street space by informal economic activities.
This research contributes theoretically to urban anthropology and the discourse on mobility justice by foregrounding the need to understand cities from below—through the lived experiences of residents who continuously adapt within unruly and unstable urban environments
Abstract:The Problem-Based Learning model is a process to enhance Problem-Solving and Critical Thinking Skills. This classroom action research aims to improve students' problem-solving and critical thinking skills by implementing…
the problem-based learning model. The research was conducted in two cycles, each consisting of planning, implementation, observation and evaluation, and reflection stages. The subjects of the study were students of the Educational Technology Department at FIPB class of 2025, totaling 9 students, who took the Learning and Teaching course. The object of the research was to observe students observing the learning process. The results obtained from this study show that the implementation of the problem-based learning model can enhance students' problem-solving and critical thinking skills. Students were very enthusiastic about participating in the learning and received the implementation of this learning model very well.
Abstract:This study aims to analyze the influence of entrepreneurship education on entrepreneurial interest among students at Lingga Buana PGRI University Sukabumi. Entrepreneurship is a key driver of economic growth and job creation,…
tion, thus higher education institutions need to optimize entrepreneurship education to foster students' entrepreneurial interest. This research employs a quantitative approach with descriptive and correlational design. The population consists of students who have taken entrepreneurship courses, with a sample of 300 respondents selected using proportionate stratified random sampling technique. The research instrument is a structured questionnaire using a 5-point Likert scale that has been tested for validity and reliability. Data analysis technique uses simple linear regression analysis with SPSS version 25 software. The results show that entrepreneurship education has a positive and significant effect on students' entrepreneurial interest with a correlation coefficient (R) of 0.721 and coefficient of determination (R²) of 0.520. This means that 52% of the variation in entrepreneurial interest can be explained by entrepreneurship education. Descriptively, entrepreneurship education received a "Good" rating (mean = 3.78) and students' entrepreneurial interest was in the "High" category (mean = 3.92). This research provides an important contribution to developing more effective entrepreneurship education strategies in higher education institutions.
Abstract:This study aims to analyze and formulate a concept of Islamic legal protection for crypto investors in responding to the dynamics of digital crimes within virtual currency transactions. Departing from the rapid development…
nt of blockchain technology and the recognition of crypto assets as tradable commodities in Indonesia, this research identifies a normative ambiguity between positive law and religious fatwas, particularly concerning the permissibility and legal legitimacy of cryptocurrencies from a sharia perspective. The inherent characteristics of crypto assets-namely volatility, speculative tendencies, and vulnerability to digital crimes such as hacking, fraud, market manipulation, and money laundering-generate significant risks for Muslim investors. Within the framework of fiqh al-muʿāmalāt and maqāṣid al-sharīʿah, especially the principle of ḥifẓ al-māl (protection of wealth), this study asserts that investor protection constitutes not merely a regulatory necessity but an integral dimension of the higher objectives of Islamic law in safeguarding justice, transparency, and economic welfare. Methodologically, this research employs a normative-maqāṣidī approach through an interdisciplinary analysis integrating Islamic jurisprudence, national positive law, and the study of digital financial technology. The focus of the inquiry is directed toward identifying the typologies of digital crimes within the crypto ecosystem, evaluating the effectiveness of national regulations and religious fatwas, and formulating a model of Islamic legal protection that is preventive, corrective, and educational in nature. The expected outcome of this dissertation is the construction of a conceptual framework of ḥimāyah al-mustatsmir (investor protection) grounded in maqāṣid al-sharīʿah, adaptive to the digital era, and strengthened through synergy among the state, financial authorities, and fatwa institutions. Accordingly, this study contributes not only to the advancement of contemporary fiqh al-muʿāmalāt discourse but also offers an applicable normative framework for the development of a secure, equitable, and sustainable sharia-based digital economic system.
Abstract:Although the discourse on educational marketing is theoretically established, empirical reality reveals a significant gap between strategic planning and operational execution. This failure is often rooted in weak resource…
e organization and the inability to translate strategy into tactical action. This study aims to analyze and compare the organizational patterns and implementation of educational service marketing across institutional levels, including Madrasahs, Islamic Boarding Schools (Pesantren), and Islamic Higher Education Institutions. Using a library research method, data were collected through a systematic search of current academic literature (2015-2025) by adapting the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) selection flow to ensure data synthesis validity. Comparative analysis reveals distinct organizational model divergences: madrasahs tend to use ad-hoc committee structures, pesantrens rely on the centrality of the Kiai's charismatic leadership as the primary brand ambassador, while higher education institutions are adopting professional, permanent marketing units. Nevertheless, the convergence of success across all three entities lies in the integration of Islamic values within the 7P marketing mix and the vital role of Human Resources as the forefront of service delivery. This study implies the urgency of a managerial transformation from an incidental approach to the institutionalization of sustainable marketing functions to bridge the execution gap and build public trust.