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Amelia Oktavia; amaliyya, nita; Rindiani Indah P

Jurnal Nusantara Berbakti 2026 Universitas Kristen Indonesia Toraja

Sukabanjar Village is one of the villages striving to improve basic infrastructure quality, particularly in drainage construction and road repair. However, limited understanding among village officials and communities regarding standardized construction cost estimation methods, specifically the Unit Price Work Analysis (AHSP), has become an obstacle in preparing accurate and efficient Budget Plans (RAB). This community service program (PKM) aims to improve the understanding of village officials, village hall staff, and Sukabanjar Village community regarding AHSP-based construction cost estimation planning as the standard reference for construction work cost calculation in Indonesia. The program involved socialization and training for 20 participants, consisting of village officials (RW/RT), village hall staff, and general public, introducing the basic concepts of AHSP, RAB component elements, and simple simulations of drainage and road work cost calculations. Evaluation was conducted through pre- and post-tests. The results of the activity showed a very significant improvement in participants' understanding. The average pre-test score was 42, which then increased to 75 in the post-test, reflecting an increase of 33 points (78.6%). In conclusion, the AHSP-based cost estimation planning socialization was effective in improving the village community's understanding of construction infrastructure budget management, although continued mentoring is still needed for optimal and sustainable implementation.

Usep Saripudin; Rimun Wibowo; Gunawan Ismail; Najamudin Najamudin

JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN 2026 Fakultas Teknik Universitas Cenderawasih

Plastic waste, particularly plastic bottles, has become one of the major challenges in urban environmental management due to its increasing volume and potential to pollute ecosystems. In Bogor City, plastic waste constitutes a significant proportion of daily municipal solid waste, highlighting the need for effective and sustainable waste management models. This study aims to analyze the role of the Reduce, Reuse, Recycle Waste Processing Facility (TPS3R) in managing plastic bottle waste in Bogor City, with a case study of the Eco Techno Park at Ibn Khaldun University (UIKA) Bogor. The research employed a descriptive qualitative method using a case study approach. Data were collected through field observations, in-depth interviews with facility managers, and reviews of relevant documents and literature. The findings indicate that the TPS3R Eco Techno Park has successfully implemented the 3R principles through an integrated system supported by environmentally friendly technologies and a circular economy framework. Plastic bottle waste is managed through sorting, shredding, and recycling processes to produce value-added products, including plastic pellets, handicrafts, and construction materials. In addition, organic waste management is integrated through the cultivation of Black Soldier Fly (BSF) larvae. The facility has contributed to reducing the volume of waste sent to landfills by approximately 18%. The study implies that strengthening regulatory support, enhancing community participation, and developing circular economy-based business models are essential to ensure the long-term sustainability of waste management programs and support Bogor City's waste reduction targets.

Elfina Malinda; Elita Amrina; Ummi Jayanti

JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN 2026 Fakultas Teknik Universitas Cenderawasih

Substandard housing remains a multidimensional urban problem because it intersects with structural safety, indoor environmental quality, sanitation, clean water, poverty, and the effectiveness of policy implementation. This study evaluates the implementation of the substandard housing improvement program (RTLH) in Lubuk Linggau City by integrating a technical audit of housing quality with an implementation analysis based on the variables of communication, resources, implementer disposition, and bureaucratic structure. A descriptive-evaluative mixed approach was applied through field observation, technical scoring of ten rehabilitated houses, document review, and structured interviews with regulators, field facilitators, and beneficiary households. The results show that the cumulative technical conformity index reached 3.325 out of 4.00, equivalent to 83%, and was classified as adequate housing. Structural resilience achieved the highest score at 88%, followed by space adequacy at 85%, natural lighting and ventilation at 80%, and sanitation and clean water at 75%. Five houses were classified as adequate housing, while five were classified as fairly adequate/light substandard housing. The implementation analysis indicates that clear practical communication and facilitator assistance strengthened structural quality, but limited financial resources, weak environmental-health prioritization, and administratively oriented supervision reduced sanitation and ventilation performance. The study recommends standardized septic systems, stronger post-construction technical verification, healthy-housing education, realistic unit budgets, and quality-oriented monitoring.

Hendro Damanra; Bambang Istijono

JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN 2026 Fakultas Teknik Universitas Cenderawasih

Limited land availability is a major constraint in developing school infrastructure in active urban educational facilities. This study evaluates the classroom development plan at SDN 39 Lubuklinggau from the perspective of a planner, focusing on land limitation, functional needs, safety, constructability, and long-term building performance. A descriptive-evaluative approach was applied through technical observation, document review, alternative assessment, weighted scoring, and risk analysis. The results indicate that horizontal expansion is constrained by limited open space and may reduce internal circulation, student activity areas, and emergency space. Three alternatives were compared: horizontal expansion, building rearrangement, and a two-storey classroom scheme. The two-storey alternative obtained the highest score of 84, compared with 61 for rearrangement and 56 for horizontal expansion. However, its feasibility depends on further soil investigation, structural design, staircase and evacuation safety, utility coordination, construction phasing, and strict site safety control. The study recommends that the planner prioritize detailed site measurement, geotechnical investigation, detailed engineering design, construction safety planning, and post-construction functional evaluation. A vertical classroom strategy can be considered a rational solution for land-constrained schools when supported by accountable technical planning and integrated project control.

Heru Fahrudin Faiz; Rika Ampuh Hadiguna

JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN 2026 Fakultas Teknik Universitas Cenderawasih

Road improvement projects require consistency between technical planning documents and field implementation to ensure that service quality, structural performance, construction time, and user safety are achieved. This article evaluates the conformity between planning and realization in the Pangkalan-Batas Jambi road improvement project in Rawas Ulu District, North Musi Rawas Regency. The study used a descriptive-quantitative evaluative approach based on field monitoring, project technical documents, comparative quantity analysis between contract and Contract Change Order (CCO), and identification of implementation constraints. The results showed that several work items changed during construction because initial planning data did not fully capture actual field conditions. Quantities increased for drainage excavation (+18.87%), roadbed preparation (+8.99%), aggregate class A base course (+12.51%), and AC-Base (+11.98%). Conversely, reinforced pipe culverts decreased (-58.33%), unsealed aggregate base/sirtu decreased (-43.50%), and tack/prime coat volume slightly decreased (-0.47%). The time schedule showed a minor delay of -0.13% in the first week but recovered in the second week, indicating effective field coordination. Main constraints included traffic interference, limited worker visibility, and equipment visibility. The study recommends more detailed site surveys during planning, stronger traffic management, stricter occupational safety implementation, systematic progress control, and routine post-construction maintenance to maintain road service life.

Muhammad Al Fatur; Madi Madi; Abdul Rahim

JURNAL ILMIAH PENDIDIKAN KEBUDAYAAN DAN AGAMA 2026 CV. ALIM'SPUBLISHING

This study aims to analyze the impact of nickel mining activities on the religious life of the community in West Kabaena District, Bombana Regency. The research employed a qualitative method with a descriptive approach to obtain an in-depth understanding of the social and religious changes occurring within the community. Data were collected through interviews, observations, and documentation involving religious leaders, community leaders, youth representatives, and mining workers. The collected data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that nickel mining activities have not diminished the community’s understanding of environmental stewardship as a religious responsibility. However, increasing economic dependence on the mining sector has gradually reduced public concern for environmental preservation. In the religious sphere, mining activities have contributed positively by supporting the construction and improvement of worship facilities and religious programs. Nevertheless, work-related demands have reduced the participation of some community members in religious activities. Furthermore, mining activities have affected social solidarity within the community. Values such as brotherhood, mutual cooperation, and social care remain preserved, although changes in social interaction patterns and widening economic disparities have become increasingly apparent. The study concludes that nickel mining activities generate both positive and negative impacts on the religious life of the West Kabaena community. Therefore, balanced policies integrating economic development, environmental sustainability, and religious values are essential to promote sustainable community welfare and strengthen social harmony.

Alkhansa Auliya Dzakiyyah; Lusiana Lusiana; Rafie Rafie

Jurnal Riset Rumpun Ilmu Teknik 2026 Pusat riset dan Inovasi Nasional

Concrete volume calculation is a crucial factor in preventing cost overruns when preparing the Budget Plan (RAB) for construction projects. In arch bridge projects, the complex structural geometry often makes conventional volume calculation methods complicated and prone to errors, particularly due to the geometric complexity of the arch beams. This study aims to analyze the comparison of concrete volume calculation results between the conventional method and the Building Information Modeling (BIM) method using Autodesk Revit in terms of cost-effectiveness. The case study was conducted on the Short Span II Pulau Balang Bridge Duplication Project in the Nusantara Capital City (IKN), Penajam Paser Utara Regency, East Kalimantan. The research objects include substructures (bore piles, pile caps, abutments, piers, and wing walls) and superstructures in the form of arch beams. The research method employs a quantitative approach by calculating concrete volumes conventionally using AutoCAD and Microsoft Excel, as well as calculating with BIM Autodesk Revit through three-dimensional modeling and Quantity Take-Off (QTO) exports. The results indicate that the BIM Autodesk Revit method generates a larger concrete volume compared to the conventional method, resulting in a higher total cost based on the BIM volume. The total cost for the conventional method amounted to IDR 142,613,245,996.12, while the BIM Autodesk Revit method amounted to IDR 143,127,208,186.60. These differences are influenced by the level of calculation detail, the simplification of shapes in the conventional method, and the precision of modeling in Autodesk Revit.

Melisa Manurung; Tio R. J. Nadeak; Yulia Kurnia Sari Sitepu; Elisamark Sitopu; Rusmauli Simbolon

JURNAL WILAYAH, KOTA DAN LINGKUNGAN BERKELANJUTAN 2026 Fakultas Teknik Universitas Cenderawasih

This study aims to describe gazebo management strategies as tourism infrastructure to increase visitor attraction at Pasir Putih Parparean II Beach, Porsea Subdistrict, Toba Regency. The beach is a unique destination in the Lake Toba area, characterized by fine white sand that is rarely found in the region. However, visitor data from the Toba Regency Tourism Office reveals a significant decline, from 35,304 visitors in January–April 2023 to only 1,550 visitors in January–August 2025. This decline is closely linked to the unplanned construction of permanent gazebos on the beach area, which has reduced the open space that constitutes the beach’s main attraction. This study employed a descriptive qualitative method. Data were collected through in-depth observation, semi-structured interviews, and documentation. The key informants consisted of three beach managers: Herbert Napitupulu, Nora Pandiangan, and Her Hutasoit, selected purposively based on their direct involvement and in-depth knowledge. Two regular tourists were also included as additional informants. Data analysis followed the Miles and Huberman model, encompassing data reduction, data presentation, and conclusion drawing. The results indicate that gazebo management strategie including facility improvements, environmental landscaping, and the provision of supporting amenities contribute significantly to enhancing visitor comfort and tourism appeal. This study recommends more systematic and planned management, spatial restructuring of gazebo placement, and the implementation of effective promotional strategies to support Pasir Putih Parparean II Beach as a sustainable tourism destination.

Vania Vipassana; Mela Karlina; Melati Syaftia; Nindi Juliani; Sakila Salsa Pratiwi +3 more

Bhinneka: Jurnal Bintang Pendidikan dan Bahasa 2026 Universitas Palan

This study aims to map the trajectory of syntactic acquisition in three-year-old children through syntactic patterns and communicative functions in naturalistic interaction. Using a mixed-methods approach, data from native Indonesian-speaking children were collected over a period of 1.5 months through the involve-conversation technique. Analysis of 80 utterances using frequency distribution, Mean Length of Utterance (MLU), and functional grammar revealed a dominant Subject–Verb–Object (S–V–O) structure (30%) and an MLU of 5.82 morphemes. These findings indicate a developmental transition from telegraphic speech to early multi-clause constructions, reflecting increasing linguistic complexity. Cognitive compensation is marked by the use of pragmatic particles and non-canonical sentence patterns driven by ideational, interpersonal, and textual functions. The results support the usage-based hypothesis, suggesting that early syntactic development is functional, sequential, and non-linear in nature. Furthermore, the study highlights the role of interactional experience in shaping emerging grammatical competence. This classification serves as a micro-longitudinal assessment tool and provides a pedagogical basis for scaffolding interventions aimed at stabilizing complex linguistic patterns and enhancing language development in early childhood education settings.

Rishi Mardiningsih; Shafira Cournnyus Dwi Arta Gracia; Eko Muliawan Satrio; Kartono Wibowo

Jurnal Riset Rumpun Ilmu Teknik 2026 Pusat riset dan Inovasi Nasional

Construction project control requires careful planning to avoid delays and cost overruns. This study aims to evaluate the performance of the CBT Laboratory Building construction project at the Faculty of Medicine, Wahid Hasyim University, Semarang, in terms of cost and time using the Earned Value Analysis (EVA) method, and to analyze acceleration alternatives using the crashing method. The method used is a quantitative approach with a case study, based on project data such as the Budget Plan (RAB), S-curve, and work progress reports. The analysis was carried out using the Earned Value Analysis (EVA) method to assess project performance in terms of cost and time through indicators such as CV, SV, CPI, and SPI. Furthermore, an acceleration analysis was conducted using the crashing method to determine the optimal alternative for overcoming project delays by considering time and cost efficiency. The results of the Earned Value Analysis indicate that the project experienced delays and cost overruns, as shown by SPI < 1 and CPI < 1. The estimated project completion time increased to 227 days, longer than the initial plan of 217 days, while the estimated final cost reached RP 5,451,241,064.85, exceeding the initial budget. Acceleration efforts using the crashing method show that adding adding labor is more efficient than working hours (overtime), resulting in a project duration of 212 days with lower costs of RP 5,658,221,364.08. Thus, the Earned Value Analysis method is effective for evaluating project performance, while crashing can be a solution for acceleration by considering time and cost efficiency.

Mohamad Ihsan Ramdani

Birokrasi: JURNAL ILMU HUKUM DAN TATA NEGARA 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

The development of digital media has transformed virtual public spaces into major arenas for shaping public opinion on religious issues, including Islamic law and sharia in Indonesia. Discussions surrounding sharia on social media are frequently accompanied by stigma and misperceptions influenced by media framing, digital algorithms, and identity polarization. This study aims to analyze the construction of stigma toward Islamic law in the digital era, identify forms of sharia misperception in the Indonesian public sphere, and explain factors contributing to the reproduction of such stigma. This research employs a qualitative approach based on an integrative literature review combined with digital media discourse analysis. Data were collected through scientific literature reviews, social media observations, and analysis of digital content related to sharia discourse. The findings reveal that sharia is often associated with violence, anti-democracy, restrictions on women’s rights, and opposition to modernity due to media simplification and emotionally driven digital content. In addition, low levels of religious digital literacy and the prevalence of echo chambers reinforce the spread of stigma toward Islamic law in virtual public spaces. This study emphasizes the importance of strengthening religious digital literacy and promoting moderate and inclusive Islamic narratives in contemporary digital society.

Indah Muliati; Putri Mulia Berlian; Salma Nahendra; M. Faiz Asral Ramadhan; Farrel Fahreza

Karya Nyata : Jurnal Pengabdian kepada Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

The Padang State University Community Service Program (KKN) in Jorong Koto Tingga, Nagari Sirukam, Payung Sekaki District, Solok Regency, West Sumatra, implemented a public space revitalization program through the construction of a creative garden based on rice field views. This program was created in response to the lack of representative public spaces and the decline in social interaction between residents due to modernization. Using a participatory approach, the community and youth of the jorong were involved in every stage, from planning, land clearing, to the construction of seating facilities overlooking the expanse of rice fields. As a result, the empty land was successfully transformed into a functional, aesthetic, and locally valuable public space. The high level of community participation demonstrated the success of the approach implemented and fostered a sense of ownership of the park being built. This program is expected to become a model for revitalizing public spaces based on local potential for other rural areas. Although the construction was not fully completed when the KKN program ended, the community and youth of Jorong Koto Tingga are committed to continuing it independently. This program is expected to become a model for revitalizing public spaces based on local potential for other rural areas with similar characteristics.

Widya Lestari; Hepriyandi Luwyk Djanas Usup; Yustinus Hendra Wiryanto; Novalisae Novalisae; I Putu Putrawianta

Jurnal Riset Rumpun Ilmu Teknik 2026 Pusat riset dan Inovasi Nasional

Coal hauling activities are an important part of mining operation because they affect production continuity, cycle time efficiency, and operational safety. This study aims to analyze the requirements of road support equipment on the coal hauling road from Sector 4 to the new Coal Processing Plant (CPP) at PT. Asmin Bara Bronang, Central Kalimantan. Based on road geometry, traffic density, California Bearing Ratio (CBR), and Unsurfaced Road Condition Index (URCI). The research method used was applied research with a quantitative approach. Primary data ware collected through field measurements consisting of road geometri observations, traffic density observations, Dynamic Cone Penetrometer (DCP) testing to obtain CBR values, and road surface condition assessment using the URCI method. Secondary data were obtained from the company records. The results showed that the hauling road has a total length of 9.1 km with an average width of 16 m, and grade values ranging from -7.68% to 10.52%, which are still below the maximum standard of 12%. Traffic density reached 184 dump trucks/day, for coal hauling and 62 units/day for construction material transportation, indicating high traffic intensity. CBR values ranged from 7% to 100%, showing variations in subgrade bearing capacity. The URCI value ranged from 72,50 to 91.00, indicating fair to good road conditions. Based on the analysis of road conditions and maintenance area requirements, the recommended support equipment for maintaining the hauling road consists of 1 motor grader unit, 1 compactor unit, 1 bulldozer unit, and 1 water truck unit.

Anik Maghfiroh; Itsnayni Itsnayni; Marselia Dewi Anggraeni; Varisa Berliana Al-Azhar; Nadine Fahira +1 more

Garina 2026 Akademi Kesejahteraan Sosial Ibu Kartini Semarang

The development of social media, particularly TikTok, has played a significant role in shaping beauty trends and constructing ideal facial standards among young generations. The TikTok Beauty phenomenon not only provides diverse makeup references but also reinforces specific visual representations that influence perceptions of beauty. This study aims to examine the relationship between the TikTok Beauty phenomenon, the process of facial standardization, and its implications for the development of makeup techniques. A qualitative approach was employed through content analysis and literature review. Primary data were obtained from observations of popular TikTok videos under the hashtags #beautytrend, #makeup, and #tiktokbeauty, while secondary data were drawn from scholarly literature on beauty standards, social construction, and social media algorithms. The findings indicate that TikTok strengthens certain beauty standards such as fair skin, slim facial contours, and a flawless appearance which in turn influence techniques like complexion layering and visual manipulation. However, the platform also provides space for more inclusive and diverse beauty narratives. This study recommends enhancing aesthetic literacy to ensure that makeup practices prioritize diversity and the unique characteristics of each individual.

Anik Maghfiroh; Dhafina Aullya; Putri Setyaningrum; Tsabita Dienalhaqqi; Maulida Kayla Talitha Ramadina +1 more

Garina 2026 Akademi Kesejahteraan Sosial Ibu Kartini Semarang

The concept of the natural look in facial makeup has continued to develop along with changes in beauty trends that emphasize a simple, clean, and natural appearance. The natural look is not only understood as a makeup technique involving minimal cosmetic use, but also as a representation of modern beauty perceptions that highlight authenticity and self-confidence. This article aims to examine the concept of the natural look in facial makeup through a literature review of various relevant previous studies. The method used is a literature study by analyzing scientific journals and books discussing natural makeup techniques and beauty perceptions. The results indicate that the natural look is achieved through the use of neutral colors, light application techniques, adjustment to individual facial characteristics, and the selection of cosmetics that support a natural appearance. In addition, beauty perceptions of the natural look tend to emphasize simplicity, cleanliness, and an authentic impression. Therefore, the natural look can be understood as a combination of technical approaches in makeup and social constructions of the meaning of beauty in society.

Sitti Nurazisa Zainuddin; Muhammad Akhir; Maria Ulviani

Bhinneka: Jurnal Bintang Pendidikan dan Bahasa 2026 Universitas Palan

The article entitled “Gender Construction and Representation of Social Actors in the Drama Lutung Kasarung: A Critical Discourse Analysis by Theo van Leeuwen” aims to describe the representation of gender-based social actors through inclusion and exclusion strategies and to reveal the construction of gender ideology built in the drama text. This study uses a qualitative approach with a descriptive-analytical design. The research data source is the drama text Lutung Kasarung, while the analysis unit includes dialogue, narrative, and the depiction of characters who represent gender-based social actors. Data collection techniques are carried out through documentation by reading, identifying, and grouping data according to Theo van Leeuwen's analysis categories. The results of the study show that the inclusion strategy is more dominantly used to present male characters as strong, rational figures, and have authority in determining the course of the story. In contrast, female characters are represented in two patterns, namely the ideal passive woman and the dominant woman who is constructed negatively. In addition, the exclusion strategy is used to obscure the role of women in decision-making, thereby reinforcing gender marginalization. This study concludes that the drama Lutung Kasarung represents patriarchal ideology through discourse practices that shape power relations between men and women.

Ridha Handayani; Asep Kurnia Saputra; Edison Bonartua Hutapea

This study analyzes the formation of a digital brand community through Persib Bandung fan interactions on social media. The research aims to examine how content distribution, message functions, and engagement patterns contribute to the construction of collective identity and digital rituals among supporters. Using a qualitative-interpretative content analysis supported by quantitative descriptive data, this study analyzes 418 posts published on Persib Bandung's official Instagram, TikTok, Facebook, X/Twitter, and YouTube accounts from November 27 to December 10, 2025. The findings reveal that Persib Bandung generated 29,543,663 total interactions, with Instagram and TikTok emerging as the most affective platforms for engagement. Non-match content (41.4%) and emotional or motivational messages (40.2%) dominate communication. Despite high public engagement, no evidence of two-way talkback from the official account was found, indicating a predominantly one-way communication model. The study concludes that Bobotoh function as a digital brand community characterized by collective identity, digital rituals, loyalty, symbolic ownership, and co-creation of brand meaning through measurable public interactions. This research contributes to the understanding of sports communication and digital brand communities in emerging football markets.

Doril Wirli Septriel; Atika Puspita Marzaman

Lembaga Pengembangan Kinerja Dosen 2026 Lembaga Pengembangan Kinerja Dosen

This article analyzes the security crisis in Haiti through the lens of constructivist theory in International Relations. Haiti represents one of the clearest examples of a failed state in the Western Hemisphere, where state authority has collapsed and been replaced by armed criminal groups known as gangs. Using a constructivist perspective, this article traces how social constructions, identities, and historically formed norms have shaped the fragility of the Haitian state. The study also integrates the concept of human security to illustrate the real impact of this crisis on citizens' security across seven dimensions: economic, food, health, environmental, personal, community, and political. The main finding suggests that Haiti's state failure is not merely a product of weak formal institutions, but the result of a long process of social construction, encompassing the legacy of colonialism, crippling reparation payments, counterproductive foreign intervention, and the normalization of violence in everyday life. From a constructivist perspective, restoring security in Haiti requires narrative reconstruction, rebuilding social trust, and comprehensive reform of institutional norms.

Andhini Winariyanti

The remarkable global ascent of BTS, a South Korean music group operating under HYBE Corporation (formerly Big Hit Entertainment), is inseparable from a well-orchestrated and adaptive public relations (PR) framework. This study examines how HYBE's PR strategies propelled BTS to international prominence while simultaneously aligning with the Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Adopting a qualitative methodology grounded in media content analysis, the research draws on data from international and national news coverage, official press materials, public speeches, digital platform content, and institutional documents spanning 2017 to 2024. Four strategic pillars characterize BTS's PR approach: (1) sustained authentic narrative construction centered on personal growth, social responsibility, and cultural pride; (2) strategic mobilization of the global ARMY fanbase as an active communication force; (3) integrated and innovative utilization of digital media ecosystems to amplify reach and engagement; and (4) deliberate repositioning of BTS as contributors to economic and industrial transformation through creative industries. The findings demonstrate that BTS's PR model does not merely serve commercial objectives; rather, it operates as a mechanism for advancing inclusive economic growth and fostering innovation within the global creative sector. This research contributes to the theoretical discourse on PR's evolving role at the intersection of popular culture, digital innovation, and global sustainable development.

Andika Dwi Eranggani; Dewi Mentari

The development of artificial intelligence (AI) has fundamentally transformed digital marketing communication, while emerging as a strategic instrument in public relations practices of global corporations. This study aims to examine the construction of meaning around artificial intelligence as a financial solution within the cultural context of Lebaran, while analyzing the PR communication strategy employed by Google Indonesia in building persuasive messages for its public on digital platforms. The research object is a video advertisement posted on the official Instagram account @googleindonesia on March 7, 2025, promoting the Gemini Canvas feature for managing Tunjangan Hari Raya (THR) budgets. This study employs a descriptive qualitative approach with an interpretive paradigm, integrating two complementary analytical perspectives: first, Roland Barthes three-level semiotic analysis — denotation, connotation, and myth — to deconstruct meaning constructed through visual, verbal, and auditory signs in the advertisement; second, the PR communication strategy framework from Smith (2021) to identify how the choices of mascot, emotional message, and cultural appeal represent strategically planned communication decisions by Google Indonesia. The findings reveal that Google Indonesia constructs Gemini Canvas as an empathetic and culturally aware entity through three key elements: anthropomorphic symbolism in the form of a bespectacled cat functioning as brand mascot, local cultural markers of ketupat and THR, and Arabic-nuanced music that aurally reinforces the Lebaran atmosphere — all representing deliberate strategic PR decisions. From Smith’s (2021) perspective, the advertisement applies a proactive communication strategy combining negative emotional appeal — financial anxiety ahead of THR — immediately followed by positive emotional appeal as a concrete solution through Gemini Canvas, representing a structured form of public perception shaping. At the myth level, the advertisement normalizes reliance on digital platforms through systematic cultural localization. This study contributes to understanding AI-based digital marketing communication strategies and the shaping of public perception on AI technology by global corporations in the Indonesian market.