Abstract:Abstract: This Community Service Program (Penelitian kepada Masyarakat /PKM) aimed to develop and implement a tauhid-based play-based learning model to enhance the spiritual intelligence of early childhood learners at TPA…
A Nurul Islam Tanjung Aman. The program was initiated in response to the predominance of conventional learning approaches that are less aligned with the developmental characteristics of young children, resulting in low learning motivation and limited engagement in religious learning activities. A qualitative approach was employed using four stages: planning, action, observation, and reflection. The participants consisted of children aged 2–6 years attending learning activities at TPA Nurul Islam. The implementation of the play-based learning model involved various educational play activities, such as hijaiyah letter cards, puzzles, Islamic songs, and creative tasks integrated with tauhid values. The results indicated an increase in children’s enthusiasm, active participation, and learning motivation in recognizing hijaiyah letters and understanding Qur’anic learning materials. Furthermore, the integration of tauhid values within play activities contributed positively to the development of religious attitudes and spiritual awareness from an early age. Therefore, the tauhid-based play-based learning model can be considered an effective, enjoyable, and relevant alternative learning strategy for improving the quality of religious education for early childhood learners in TPA.
Keyword: play-based learning, tauhid, spiritual intelligence, early childhood, TPA
Abstrak: Program Penelitian kepada Masyarakat (PKM) ini bertujuan untuk mengembangkan dan mengimplementasikan model play-based learning berbasis tauhid dalam rangka meningkatkan kecerdasan spiritual anak usia dini di TPA Nurul Islam Tanjung Aman. Program ini dilatarbelakangi oleh masih dominannya pendekatan pembelajaran konvensional yang kurang sesuai dengan karakteristik perkembangan anak usia dini, sehingga berdampak pada rendahnya motivasi belajar dan keterlibatan anak dalam kegiatan pembelajaran keagamaan. Penelitian ini menggunakan pendekatan kualitatif dengan empat tahapan, yaitu perencanaan, tindakan, observasi, dan refleksi. Subjek kegiatan terdiri atas anak-anak berusia 2–6 tahun yang mengikuti kegiatan pembelajaran di TPA Nurul Islam. Implementasi model play-based learning dilakukan melalui berbagai aktivitas permainan edukatif, seperti kartu huruf hijaiyah, permainan puzzle, lagu-lagu Islami, serta kegiatan kreatif yang diintegrasikan dengan nilai-nilai tauhid. Hasil kegiatan menunjukkan adanya peningkatan antusiasme, partisipasi aktif, dan motivasi belajar anak dalam mengenal huruf hijaiyah serta memahami materi pembelajaran Al-Qur’an. Selain itu, integrasi nilai-nilai tauhid dalam aktivitas bermain memberikan kontribusi positif terhadap pembentukan sikap religius dan kesadaran spiritual anak sejak usia dini. Dengan demikian, model play-based learning berbasis tauhid dapat dijadikan sebagai alternatif strategi pembelajaran yang efektif, menyenangkan, dan relevan dalam meningkatkan kualitas pendidikan keagamaan bagi anak usia dini di TPA.
Kata kunci: play-based learning, tauhid, kecerdasan spiritual, anak usia dini, TPA.
Abstract:Abstract: Saline and hypersaline waters are extreme ecosystems with high environmental stress that affect the survival of aquatic organisms, including protists as key components of the food web. This article aims to review…
ew and synthesize the influence of major environmental factors, particularly salinity and pH, on protist diversity and community structure. This study employed a narrative review method on ten selected scientific articles published between 2003 and 2025, covering studies in various habitats such as estuaries, salt ponds, saline lakes, and mangrove sediments. The review results indicate that salinity acts as a primary environmental filter; increased salinity generally correlates with a decrease in species richness but promotes the dominance of specialized halophilic taxa. Furthermore, extreme pH has been shown to limit physiological processes and protist growth. The application of modern molecular methods, such as environmental DNA (eDNA) and metabarcoding, has successfully revealed cryptic diversity of benthic and heterotrophic protists that are difficult to detect through conventional morphological methods. This study concludes that the interaction between physicochemical parameters and habitat characteristics strongly determines the dynamics and composition of protist communities in extreme aquatic environments.
Keywords: Protists, Salinity, pH, Hypersaline waters, Diversity, eDNA..
Abstrak: Perairan salin dan hipersalin merupakan ekosistem ekstrem dengan tekanan lingkungan tinggi yang memengaruhi kelangsungan hidup organisme akuatik, termasuk protista sebagai komponen kunci dalam rantai makanan. Artikel ini bertujuan untuk meninjau dan menyintesis pengaruh faktor lingkungan utama, khususnya salinitas dan pH, terhadap keragaman serta struktur komunitas protista. Penelitian ini menggunakan metode narrative review terhadap sepuluh artikel ilmiah terpilih yang dipublikasikan dalam rentang tahun 2003–2025, mencakup studi di berbagai habitat seperti estuari, tambak garam, danau asin, dan sedimen mangrove. Hasil review menunjukkan bahwa salinitas bertindak sebagai filter lingkungan utama; peningkatan salinitas umumnya berkorelasi dengan penurunan kekayaan spesies namun meningkatkan dominasi taksa halofilik yang terspesialisasi. Selain itu, pH ekstrem terbukti membatasi proses fisiologis dan pertumbuhan protista. Penerapan metode molekuler modern, seperti environmental DNA (eDNA) dan metabarcoding, berhasil mengungkap keragaman tersembunyi (cryptic diversity) dari kelompok protista bentik dan heterotrof yang sulit dideteksi melalui metode morfologi konvensional. Studi ini menyimpulkan bahwa interaksi antara parameter fisik-kimia dan karakteristik habitat sangat menentukan dinamika dan komposisi komunitas protista di lingkungan perairan ekstrem.
Kata kunci: Protista, Salinitas, pH, Perairan Hipersalin, Keanekaragaman, eDNA.
Abstract:Abstract: This riset conceptually explores the analysis of power structures in the management of desires inside modern business organizations via the lens of critical paradigms and how axiological principles such as justice,…
ice, sustainability, and autonomy might steer business practices towards enhanced ethicality and introspection. The critical paradigm method aims to "uncover" the concealed mechanisms underlying the formation and regulation of desires (for example, via marketing and self-responsibilization) to expose the ideological hegemony that sustains injustice. The action approach, on the other hand, stresses the importance of making moral ideals a part of company plans and practices. The synthesis of recent literature indicates that in the absence of normative values, business practices are susceptible to manipulation, exploitation, and the abuse of power, including market power. Companies that continuously adhere to ethical norms, such as justice, social responsibility, and openness, tend to exhibit greater competitiveness and longevity. This article asserts that establishing critical paradigms in desire management enhances accountability for socio-ecological consequences, while axiological values function as a normative guide to ensure that businesses do not solely "manage desires" for profit but also honor consumer autonomy, maintain distributive justice, and safeguard environmental sustainability. Practical implications necessitate the establishment of corporate policies that prioritize public welfare, in accordance with OECD guidelines on Responsible Business Conduct, coupled with the enhancement of consumer critical literacy to foster collective awareness that enables structural protections against market dominance
Abstract:Abstract: French language learning for first-year students at Universitas Negeri Medan (UNIMED) still faces several challenges, particularly related to the limitations of conventional teaching methods that lack flexibility…
ty and integration with technological developments. Along with the rapid advancement of information and communication technology, Mobile-Assisted Language Learning (MALL) has emerged as an innovative approach with the potential to enhance the quality of foreign language learning. This study aims to examine the potential, benefits, and challenges of using MALL in French language learning for first-year students at UNIMED. A descriptive qualitative approach was employed, involving first-year French language education students and French language lecturers as research participants. Data were collected through in-depth interviews, questionnaires, observations, and document analysis, and analyzed using thematic analysis and descriptive statistics. The findings indicate that the use of MALL increases students’ motivation, confidence, and French language proficiency, particularly in speaking and listening skills, with an average improvement of 15%. However, several challenges were also identified, including limited internet access, the dominance of English as the instructional language in some applications, and insufficient integration between mobile learning and face-to-face instruction. Therefore, more structured integration strategies and lecturer training are required to optimize the implementation of MALL in French language learning at UNIMED.
Keywords: Mobile-Assisted Language Learning, MALL, French language learning, educational technology, first-year students.
Abstrak: Pembelajaran bahasa Prancis bagi mahasiswa baru di Universitas Negeri Medan (UNIMED) masih menghadapi berbagai tantangan, terutama terkait keterbatasan metode pembelajaran konvensional yang kurang fleksibel dan kurang terintegrasi dengan perkembangan teknologi. Seiring pesatnya perkembangan teknologi informasi, Mobile-Assisted Language Learning (MALL) hadir sebagai alternatif inovatif yang berpotensi meningkatkan kualitas pembelajaran bahasa asing. Penelitian ini bertujuan untuk mengkaji potensi, manfaat, dan tantangan penggunaan MALL dalam pembelajaran bahasa Prancis bagi mahasiswa baru di UNIMED. Penelitian menggunakan pendekatan deskriptif-kualitatif dengan subjek mahasiswa baru dan dosen pengajar bahasa Prancis. Data dikumpulkan melalui wawancara mendalam, kuesioner, observasi, dan studi dokumentasi, kemudian dianalisis menggunakan analisis tematik dan statistik deskriptif. Hasil penelitian menunjukkan bahwa penggunaan MALL mampu meningkatkan motivasi, kepercayaan diri, serta keterampilan berbahasa Prancis mahasiswa, khususnya pada aspek berbicara dan mendengarkan, dengan peningkatan rata-rata kemampuan sebesar 15%. Namun demikian, penelitian ini juga menemukan sejumlah kendala, seperti keterbatasan akses internet, ketergantungan bahasa Inggris pada aplikasi, serta kurangnya integrasi MALL dengan pembelajaran tatap muka. Oleh karena itu, diperlukan strategi integrasi yang lebih terstruktur serta pelatihan bagi dosen agar pemanfaatan MALL dapat dioptimalkan dalam pembelajaran bahasa Prancis di UNIMED.
Kata kunci: Mobile-Assisted Language Learning, MALL, pembelajaran bahasa Prancis, teknologi pembelajaran, mahasiswa baru.
Abstract:Abstract: This study aims to understand how humans perceive their existence amid the dominance of information technology in the digital era. The research employed a descriptive qualitative approach using in-depth interviews…
ews and observations with five informants, including a philosophy lecturer, IT practitioner, digital literacy activist, philosophy student, and social psychologist. The findings reveal that information technology has created a new form of existence, where human presence is defined not only physically but also digitally. The dominance of technology reshapes thinking patterns, social behavior, and human values, leading to a modern crisis of humanity. Nevertheless, humans retain reflective capacity to redefine their relationship with technology. Critical awareness, digital ethics, and balance between the real and virtual worlds are essential to preserve existential values so that technology remains a tool rather than the ruler of human life.
Â
Keyword: philosophy of technology; human existence; information technology; digital era; humanity.
Â
Abstrak: Penelitian ini bertujuan untuk memahami bagaimana manusia memaknai eksistensinya di tengah dominasi teknologi informasi dalam era digital. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik wawancara mendalam dan observasi terhadap lima narasumber yang terdiri atas dosen filsafat, praktisi teknologi informasi, aktivis literasi digital, mahasiswa filsafat, dan psikolog sosial. Hasil penelitian menunjukkan bahwa teknologi informasi telah menciptakan bentuk eksistensi baru, di mana kehadiran manusia tidak hanya diukur secara fisik, tetapi juga melalui identitas digital. Dominasi teknologi menyebabkan perubahan pola berpikir, perilaku sosial, dan nilai kemanusiaan, sehingga muncul krisis humanitas modern. Namun demikian, manusia tetap memiliki kemampuan reflektif untuk menata ulang hubungan antara dirinya dan teknologi. Kesadaran kritis, etika digital, serta keseimbangan antara dunia nyata dan dunia maya menjadi kunci dalam menjaga nilai-nilai eksistensial agar teknologi tetap berperan sebagai alat, bukan pengendali kehidupan manusia.
Â
Kata Kunci: filsafat teknologi; eksistensi manusia; teknologi informasi; era digital; humanitas
Abstract:Abstract: This study aims to analyze the influence of teacher quality (X1), service quality (X2), and perceived value (X3) on student loyalty (Y) at Alfa Centauri High School Bandung. The research employs a quantitative…
approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis using SmartPLS 4. A sample of 91 students was selected through stratified random sampling. The results indicate that: (1) Teacher quality has no significant effect on student loyalty; (2) Service quality shows a positive and significant influence; (3) Perceived value has the strongest effect. Collectively, these variables explain 69.7% of the variance in student loyalty. Practical implications suggest the need to enhance school service quality and strengthen student perceived value through structured branding programs, while teacher quality requires optimization through a more holistic approach. These findings enrich the literature on student loyalty determinants in secondary education by confirming the dominance of perceived value as the primary predictor.
Â
Keyword: Student Loyalty, Teacher Quality, Service Quality, Perceived Value, PLS-SEM
Â
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh kualitas guru (X1), kualitas layanan (X2), dan nilai yang dipersepsikan (X3) terhadap loyalitas siswa (Y) di SMA Alfa Centauri Bandung. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Sampel penelitian terdiri dari 91 siswa yang dipilih dengan teknik stratified random sampling. Hasil penelitian menunjukkan bahwa: (1) Kualitas guru tidak berpengaruh signifikan terhadap loyalitas siswa; (2) Kualitas layanan berpengaruh positif dan signifikan; (3) Nilai yang dipersepsikan memiliki pengaruh paling kuat. Secara simultan, ketiga variabel menjelaskan 69,7% variasi loyalitas siswa. Implikasi praktis penelitian ini menyarankan perlunya peningkatan kualitas layanan sekolah dan penguatan nilai persepsian siswa melalui program branding yang terstruktur, sementara peran kualitas guru perlu dioptimalkan melalui pendekatan yang lebih holistik. Temuan ini memperkaya literatur tentang determinan loyalitas siswa di konteks pendidikan menengah dengan mengonfirmasi dominasi nilai persepsian sebagai prediktor utama.
Â
Kata kunci: Loyalitas Siswa. Kualitas Guru, Kualitas Layanan, Nilai yang Dipersepsikan, PLS-SEM
Â
Abstract:Abstract: Bullying in educational settings is a serious problem that has psychological, social, and academic impacts on children. Although various regulations governing child protection exist, their implementation in Medan…
an City has not been fully effective. This study aims to analyze the applicable legal policies related to child bullying in schools, assess the implementation of legal protection for child victims, and identify obstacles and efforts taken by schools and related parties. The study used a juridical-normative method supported by empirical data, and data analysis was conducted qualitatively. The results show that legal policies regarding child bullying are basically regulated in Law Number 35 of 2014 concerning Child Protection, Regulation of the Minister of Education, Culture, Research, and Technology Number 46 of 2023, and several supporting regulations, but there are no specific rules that are consistently applied in madrasas. The implementation of legal protection at MAN 1 Medan City, SMAN 11 Medan City, and SMAS Utama Medan City is still not optimal, partly because the Violence Prevention and Handling Team (TPPK) has not been formed as required by the regulation. The main obstacles faced include low legal awareness among school residents, a weak reporting culture, and the predominance of family-based approaches to case resolution. Efforts, such as counseling, mediation, and outreach, remain fragmented and not systematically integrated. This study recommends strengthening sectoral regulations, establishing a protective implementation structure in schools, and developing a legal culture that favors children. These steps are expected to create a safe, inclusive, and violence-free educational environment.
Keyword: Legal Protection, Child Bullying, Educational Units, Medan City
Abstrak: Perundungan (bullying) di lingkungan satuan pendidikan merupakan persoalan serius yang menimbulkan dampak psikologis, sosial, dan akademik bagi anak. Meskipun telah terdapat berbagai regulasi yang mengatur perlindungan anak, pelaksanaannya di Kota Medan belum sepenuhnya efektif. Penelitian ini bertujuan untuk menganalisis kebijakan hukum yang berlaku terkait perundungan anak di sekolah, menilai pelaksanaan perlindungan hukum terhadap anak korban, serta mengidentifikasi hambatan dan upaya yang ditempuh oleh sekolah dan pihak terkait. Penelitian menggunakan metode yuridis-normatif dengan dukungan data empiris, dan analisis data dilakukan secara kualitatif. Hasil penelitian menunjukkan bahwa kebijakan hukum mengenai perundungan anak pada dasarnya telah diatur dalam Undang-Undang Nomor 35 Tahun 2014 Tentang Perlindungan Anak, Permendikbudristek Nomor 46 Tahun 2023, serta beberapa regulasi pendukung, namun belum terdapat aturan khusus yang diterapkan secara konsisten di madrasah. Pelaksanaan perlindungan hukum di MAN 1 Kota Medan, SMAN 11 Kota Medan, dan SMAS Utama Kota Medan masih belum maksimal, antara lain karena belum terbentuknya Tim Pencegahan dan Penanganan Kekerasan (TPPK) sebagaimana diwajibkan regulasi. Hambatan utama yang dihadapi mencakup rendahnya kesadaran hukum warga sekolah, lemahnya budaya pelaporan, serta dominannya penyelesaian kasus melalui pendekatan kekeluargaan. Adapun upaya yang dilakukan, seperti konseling, mediasi, dan sosialisasi, masih bersifat parsial dan belum terintegrasi secara sistematis. Penelitian ini merekomendasikan penguatan regulasi sektoral, pembentukan struktur pelaksana perlindungan di sekolah, serta pembangunan budaya hukum yang berpihak pada anak. Dengan langkah tersebut, diharapkan tercipta lingkungan pendidikan yang aman, inklusif, dan bebas dari kekerasan.
Kata Kunci: Perlindungan Hukum, Perundungan Anak, Satuan Pendidikan, Kota Medan
Abstract:Abstract: This study aims to analyze the role of Indonesian language education in enhancing youth compliance, particularly among university students, with the norms of standard language usage. The background of this research…
arch is based on the phenomenon of declining use of standard language among young people due to the influence of digital culture and informal communication that dominates daily life. The study employs a descriptive qualitative approach, with data collection techniques including observation, in-depth interviews, and analysis of academic documents. The research subjects consist of 20 students from the Information Systems Study Program at Royal University who have taken the Indonesian language course. The findings reveal that Indonesian language education contributes positively to students’ theoretical understanding of standard language norms. However, a gap remains between knowledge and practice. Contributing factors include the dominance of non-standard language in social environments, the lack of emphasis on language aspects in non-language courses, and inconsistency among lecturers in using standard language. The study recommends the need for a more contextual, applicative, and systemic approach to support the consistent use of standard language in both academic and social contexts among students.
Â
Keywords: Standard language; Indonesian language education; language compliance.
Abstrak: Penelitian ini bertujuan untuk menganalisis peran pendidikan Bahasa Indonesia dalam meningkatkan kepatuhan pemuda, khususnya mahasiswa, terhadap kaidah bahasa baku. Latar belakang penelitian ini didasarkan pada fenomena menurunnya penggunaan bahasa baku di kalangan pemuda akibat pengaruh budaya digital dan komunikasi informal yang mendominasi kehidupan sehari-hari. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara mendalam, dan analisis dokumen akademik. Subjek penelitian adalah 20 mahasiswa Program Studi Sistem Informasi Universitas Royal yang telah mengikuti mata kuliah Bahasa Indonesia. Hasil penelitian menunjukkan bahwa pendidikan Bahasa Indonesia memberikan kontribusi positif terhadap pemahaman teoretis mahasiswa mengenai bahasa baku, namun masih terdapat kesenjangan antara pengetahuan dan praktik. Faktor-faktor seperti dominasi bahasa nonbaku dalam lingkungan sosial, kurangnya penilaian aspek kebahasaan dalam mata kuliah non-bahasa, serta ketidakkonsistenan dosen dalam penggunaan bahasa baku turut memengaruhi rendahnya kepatuhan mahasiswa. Penelitian ini merekomendasikan perlunya pendekatan pembelajaran yang lebih kontekstual, aplikatif, dan sistemik dalam mendukung penggunaan bahasa baku secara konsisten dalam kehidupan akademik maupun sosial mahasiswa.
Â
Kata kunci: Bahasa baku; pendidikan Bahasa Indonesia; kepatuhan berbahasa.
Abstract:Abstract: Donations, as a form of social solidarity, often face issues of transparency and misuse, particularly in humanitarian cases such as acid attacks. These issues lead to public distrust and become widely discussed…
on social media platforms like X.com. This study aims to analyze public sentiment toward the use of donations in such a case by collecting 1,077 tweets using specific keywords. The data underwent preprocessing, sentiment labeling using the VADER method, and classification with IndoBERT, a BERT-based model for the Indonesian language. The results show a dominance of neutral sentiment, causing class imbalance and bias toward the neutral class. As a result, the model showed low accuracy in detecting positive and negative sentiments, and signs of overfitting were observed. This study recommends the application of data balancing techniques and regularization methods to improve classification performance, particularly in handling minority sentiment classes.
Â
Keyword: Sentiment Analysis, BERT, Donation, Social Media, VADER, IndoBERT, Acid Attack
Abstrak: Donasi sebagai bentuk solidaritas sosial sering kali menghadapi isu transparansi dan penyalahgunaan, terutama dalam kasus kemanusiaan seperti penyiraman air keras. Isu ini menimbulkan ketidakpercayaan publik dan menjadi topik hangat di media sosial X.com. Penelitian ini bertujuan untuk menganalisis sentimen masyarakat terhadap penggunaan donasi pada kasus tersebut dengan menggunakan 1.077 tweet yang dikumpulkan berdasarkan kata kunci tertentu. Data dianalisis melalui proses praproses, pelabelan sentimen menggunakan metode VADER, dan klasifikasi menggunakan IndoBERT, model BERT untuk Bahasa Indonesia. Hasil penelitian menunjukkan dominasi sentimen netral yang menyebabkan ketidakseimbangan kelas dan bias model terhadap kelas tersebut. Akurasi dalam mengidentifikasi sentimen positif dan negatif pun rendah, serta terdeteksi adanya overfitting. Penelitian ini merekomendasikan penggunaan teknik penyeimbangan data dan metode regularisasi untuk meningkatkan performa klasifikasi, khususnya pada sentimen minoritas.
Â
Kata kunci: Analisis Sentimen, BERT, Donasi, Media Sosial, VADER, IndoBERT, Penyiraman Air Keras
Abstract:Keberadaan pedagang daging ayam skala mikro di pedesaan seringkali terabaikan dalam kebijakan pengembangan usaha, padahal mereka memegang peran vital dalam memenuhi kebutuhan protein hewani masyarakat sekaligus menjadi tulang…
ulang punggung ekonomi keluarga. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis secara komprehensif strategi pemasaran yang diterapkan oleh pedagang daging ayam di Desa Cumedak, Kabupaten Jember, dalam menghadapi tekanan persaingan pasar yang semakin ketat pasca pandemi. Menggunakan pendekatan kualitatif dengan jenis studi kasus, penelitian ini melibatkan tiga pedagang sebagai informan utama, serta pembeli dan tokoh masyarakat sebagai informan pendukung. Pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, yang kemudian dianalisis menggunakan model Miles, Huberman, dan Saldaña serta analisis SWOT sebagai kerangka pemetaan strategis. Hasil penelitian mengungkap bahwa ketiga pedagang mengalami penurunan volume penjualan yang signifikan, berkisar antara 33% hingga 50%, yang mengindikasikan adanya tekanan eksternal struktural. Posisi strategis pedagang secara kolektif berada pada Kuadran III (Turn-Around) dan Kuadran IV (Defensif), yang mengonfirmasi dominasi kelemahan internal dan ancaman eksternal. Kekuatan utama berupa modal sosial dan reputasi terbukti tidak cukup untuk mengimbangi ancaman seperti masuknya pedagang luar desa, fluktuasi harga pakan, dan perubahan perilaku konsumen. Strategi pemasaran yang dijalankan masih bersifat reaktif dan tradisional, sangat bergantung pada promosi dari mulut ke mulut dan hubungan personal. Implikasi dari penelitian ini adalah perlunya intervensi eksternal yang terstruktur, terutama dalam bentuk pendampingan pemasaran digital, akses permodalan yang lebih mudah, dan pelatihan manajemen usaha, untuk membawa pedagang keluar dari posisi defensif menuju usaha yang lebih berdaya saing dan berkelanjutan.
The existence of micro-scale chicken meat traders in rural areas is often overlooked in business development policies, even though they play a vital role in meeting the community's protein needs while serving as the backbone of family economies. This study aims to comprehensively identify and analyze the marketing strategies applied by chicken meat traders in Cumedak Village, Jember Regency, in facing increasingly intense market competition in the post-pandemic era. Using a qualitative approach with a case study type, this research involved three traders as key informants, as well as buyers and community leaders as supporting informants. Data were collected through in-depth interviews, participatory observation, and documentation, then analyzed using the Miles, Huberman, and Saldaña model and SWOT analysis as a strategic mapping framework. The results reveal that all three traders experienced significant declines in sales volume, ranging from 33% to 50%, indicating structural external pressures. The traders' collective strategic position lies in Quadrant III (Turn-Around) and Quadrant IV (Defensive), confirming the dominance of internal weaknesses and external threats. Social capital and reputation as main strengths proved insufficient to counter threats such as the entry of outside village traders, fluctuating feed prices, and changing consumer behavior. The marketing strategies employed remain reactive and traditional, heavily reliant on word-of-mouth promotion and personal relationships. The implication of this research is the need for structured external intervention, particularly in the form of digital marketing assistance, easier access to capital, and business management training, to move traders from a defensive position towards a more competitive and sustainable enterprise.