Abstract:Digital transformation has reshaped the marketing communication paradigm of the banking industry in Indonesia, encouraging financial institutions to adopt creative strategies to reach digital consumers. This study aims to…
o analyze the influence of content marketing, omnichannel marketing, and electronic word of mouth (eWOM) on purchase decisions through brand awareness in BCA’s public service advertisement “Don’t Know Kasih No!”. This banking security education campaign successfully garnered more than 100 million views through its unique storytelling approach, engaging audiovisual elements, and relevant humor, making it an interesting phenomenon to be examined scientifically. This research employs a descriptive quantitative method using the Structural Equation Modeling–Partial Least Square (SEM-PLS) approach. The research population consists of Indonesian individuals aged 17–40 years (Generation Z and Millennials) who are BCA customers and have been exposed to the “Don’t Know Kasih No.!” advertisement. The sample size was determined using Cochran’s formula, resulting in a minimum of 100 respondents, selected through purposive sampling. Data were collected using an online questionnaire developed based on a five-point Likert scale containing 47 statement items. Data analysis was conducted using SmartPLS 4.0 to evaluate validity, reliability, and structural hypothesis testing.
Abstract:This study investigates how Word of Mouth, service quality, and brand image influence B2B customer loyalty at As-Syifaa Pharmacy in Majalengka, with customer satisfaction acting as a mediating variable. A quantitative approach…
proach was applied using the SEM-PLS method, drawing on data from 300 purposively selected customers. The analysis included measurement of validity and reliability, followed by structural model testing to identify both direct and indirect relationships among variables. The findings reveal that Word of Mouth, service quality, and brand image each play a meaningful role in enhancing customer satisfaction, which in turn becomes the strongest predictor of customer loyalty. Satisfaction was also found to mediate the effects of the three antecedent variables, either fully or partially, highlighting its central role in shaping long-term business relationships. These results indicate that building B2B customer loyalty requires more than consistent operational performance; it also depends on maintaining a credible brand reputation and fostering positive relational communication within the business network. Based on these insights, the study recommends strengthening service standards, reinforcing brand consistency, and managing interpersonal communication to support sustainable loyalty among B2B partners.
Abstract:This study aims to describe the utilization of interactive technology and artificial intelligence (AI) to enhance the competencies of 21st-century teachers within the Educational Coordination Office of Pangkatan Sub-District,…
rict, Labuhanbatu Regency, North Sumatra Province. The research employed a descriptive qualitative method with a field study approach through a six-day workshop. The subjects of this study consisted of 20 elementary school teachers who participated in training sessions on Quizizz, Wordwall, and the use of AI tools such as ChatGPT in the learning process. Data were collected through observation, interviews, pre-test and post-test assessments, as well as documentation, and were analyzed through data reduction, data presentation, and conclusion drawing. The findings indicate a significant improvement in teachers’ understanding and skills in integrating interactive technology and AI into the learning process. The average pre-test score of 70.00% increased to 89.00% in the post-test, indicating a 19.00% improvement in competency. In addition, teachers successfully developed gamification-based learning media using Quizizz and Wordwall, and utilized artificial intelligence to efficiently design teaching materials and evaluation tasks. The workshop activities also fostered teachers’ motivation, creativity, and digital awareness regarding the importance of innovation in 21st-century education.This study affirms that the integration of interactive technology and AI not only enhances teachers’ pedagogical competencies but also contributes to the development of a more adaptive, collaborative, and digitally relevant learning ecosystem aligned with the needs of the modern era.
Abstract:This research is entitled “Taboo Words in the film The Karate Kid by Stanlay Tong A Sociolinguistic Analysis”. The objectives of this research are identifying, classifying, and analyzing the types of taboo words. This research…
s research uses a descriptive method. There are were three steps to finish this research, the first step is preparation, the data taboo words in the film The Karate Kid by Stanlay Tong were taken from internet and understanding the movie script, also read some books like journal. The second step the writer watches The Karate Kid movie, printed script of the movie, then the writer reads the script and find out the conversations that contain taboo words. The third step is the data were analyzed using theory of Wardhaugh uses seven types of taboo words (1986). The results of this research show that there are 103 taboo words found in The Karate Kid. According to theory of Wardhaugh, there are seven types of taboo words, those are taboo words related to mother in law, animal, sex, death, excretion, bodily function, and religion. The findings of this research support the theory of Wardhaugh
Abstract:This study aims to analyze the application of Feminine Energy among Generation Z female influencers in constructing self-identity on social media. Feminine Energy is understood as an energy that embodies empathy, gentleness,…
ess, and emotional balance, which has become a symbol of women’s empowerment (soft empowerment) in the digital era. This phenomenon is significant as it reflects a shift in the meaning of femininity from physical appearance toward self-awareness and personal authenticity. The research employs a qualitative approach, with data collected through in-depth interviews and observations of social media content produced by influencers who express Feminine Energy values. The analysis draws on Social Identity Theory (Tajfel & Turner, 1979), which highlights the processes of categorization, identification, and social comparison. The findings reveal that the application of Feminine Energy manifests in five key aspects: self-love, confidence, empathetic communication, calm emotional expression, and healthy personal boundaries. Through social processes, influencers internalize these values as integral parts of their personal and digital identities. In conclusion, Feminine Energy is not only a lifestyle but also a social identity strategy used by Gen Z female influencers to build an authentic, empowered, and reflective self-image in the digital space.
Keywords : Feminine Energy, Social Identity, Influencers, Generation Z, Tiktok
Abstract:This study presents a systematic mapping of Change Management and Organizational Change research using bibliometric analysis. The specific objectives are to identify research development trends in this field and to visualize…
lize the keyword network for the period 2016–2025 using VOSviewer. Data were collected from Google Scholar via the Publish or Perish (PoP) software, with Mendeley utilized for reference management. The findings indicate that studies on organizational change management between 2016 and 2025 remain predominantly focused on internal organizational aspects, specifically structural transformation, leadership, intervention strategies, and employee resistance. The bibliometric visualization generated five main clusters centered on the core keyword "change management," which showed extensive connections to related terms such as reorganization, leadership, and employee.
Abstract:Background: Visual hallucinations are sensory perception disturbances in which individuals perceive objects or shadows that do not actually exist, even though they appear vivid and real. Therefore, nursing interventions…
are needed to reduce the occurrence of visual hallucinations in patients, one of which is through dzikir (remembrance of Allah). Linguistically, dzikir comes from the word dzakar, which means remembering. Remembering Allah implies maintaining one’s consciousness toward Him by following specific etiquettes prescribed in the Qur’an and Hadith. The purpose of dzikir is to purify the heart and glorify Allah SWT. Purpose: To determine the implementation of nursing care for patients with sensory perception disturbances: visual hallucinations, with a focus on dzikir practice. Method: This study used a descriptive method in the form of a case study. Results: The case study showed that the patient was able to carry out SP 1–3 with a focus on dzikir practice, as indicated by behavioral changes such as feeling calmer, being able to recite dzikir independently, and experiencing reduced hallucinations. This suggests that dzikir is quite effective. Conclusion: Nursing care for patients with sensory perception disturbances, specifically visual hallucinations, with a focus on dzikir intervention over three days, can help control hallucinations
Abstract:This study aims to analyze and identify how the news of "Former Chicken Cage Becomes School" represents the inequality of access to education with the framework of Norman Fairclough's critical discourse analysis. This study…
udy adopts a descriptive qualitative method using Norman Fairclough's critical discourse analysis (AWK) as the main framework. Data is collected through documentation and recording of news texts from relevant online media. Data analysis was carried out sequentially covering Fairclough's three dimensions: microstructural analysis (word choice, sentence structure, rhetorical strategy), mesostructural analysis (the practice of production and distribution of news texts), and macrostructural analysis (social and ideological relationships that underlie discourse). The results of this study reveal the complex representation of inequality in access to education through critical discourse analysis (AWK) on the news "Former Chicken Cage Becomes School" with the Norman Fairclough approach. Microstructurally, word choice and sentence structure build a narrative of struggle and implicit criticism of the system. At the mesostructural level, local MATAMAROS.COM strategic media frame this issue as an urgent social issue, including publication during National Education Day 2025 to maximize impact. Macrostructurally, the news reflects structural inequality due to geographical/economic marginalization, reinforces the ideology of "unsung heroes," and highlights the power imbalance. This descriptive qualitative research concludes that the news is a strong linguistic construct, aiming to mobilize public opinion on inequality in access to education, while reflecting the issue of unequal development and the role of actors in social justice
Abstract:This This study aims to explore and analyze research trends related to competence in business, particularly within the context of small and medium-sized enterprises (SMEs), using a bibliometric approach. Data was extracted…
ed from the Scopus database and visualized using VOSViewer, facilitating the identification of key research clusters, influential authors, and the relationships between various keywords within the domain. The findings reveal significant clusters centered around "competence," "innovation," and "business performance," highlighting the integral role of innovation in enhancing business competencies. Additionally, the analysis emphasizes the interconnectedness of human resource development and strategic business planning with competency development. This research contributes to a comprehensive understanding of the complexities in business competence studies and underscores the importance of a multidisciplinary approach in fostering sustainable business success. The results provide valuable insights for both researchers and practitioners in the field of business competence.
Abstract:The growth of the cosmetics industry in Indonesia is influenced by the increasing demand for beauty products. One of the contributing factors to this trend is a common issue faced by women, especially Gen Z, which is dull…
l skin. One of the most purchased beauty products by Gen Z is facial serum. The aim of this research is to examine the influence of Negative EWOM (Electronic Word of Mouth) and variety seeking on brand switching behavior, with customer engagement as an intervening variable for Scarlett facial serum among Gen Z consumers. This study employs a quantitative approach with descriptive and causal research methods. Data collection is done through a questionnaire survey with 300 respondents who use Scarlett facial serum in Indonesia. The data analysis technique used is Structural Equation Modeling (SEM) using SmartPLS for research data analysis. The research findings indicate that Negative EWOM have a positive influence on brand switching behavior, Negative EWOM have a negative influence on customer engagement, variety seeking have a negative influence on customer engagement, variety seeking have a positive influence on brand switching behavior, customer engagement have a negative influence on brand switching behavior, Variety seeking on brand switching behavior through customer engagement as an intervening variable have a positive influence, Negative E-WOM on brand switching behavior through customer engagement as an intervening variable also have a positive influence.This research has implications for companies, including the need for companies to enhance product quality and their brand image in response to Negative E-WOM. Companies should also continue to innovate by improving product quality and uniqueness. Additionally, understanding customer preferences and market trends is crucial for competing in a market with many similar products. Maintaining customer interactions can also keep the company top of mind among customers, preventing them from switching to other brands. These actions are necessary to retain customers and prevent brand switching. Referring to several previous studies, research on negative word of mouth, brand switching behavior, variety seeking, and customer engagement has never been conducted simultaneously with the same variables and object.