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This study aims to investigate the sensory characteristics and nutritional content of macarons with the addition of kecombrang flower essential oil (Etlingera elatior). The research was conducted to determine the effects of various concentrations of kecombrang flower essential oil (3%, 5%, and 7%) on macaron quality. The sensory attributes evaluated included color, aroma, taste, texture, and overall preference, while nutritional analysis focused on key macronutrients such as carbohydrates, sugar, fat, protein, and ash content. The sensory evaluation utilized a single-factor ANOVA and Duncan's multiple range test to compare the effects of the different concentrations of essential oil. The results indicated that the addition of 5% kecombrang essential oil yielded the most favorable sensory scores, with the highest ratings in color (4.20) and texture (4.29). Furthermore, aroma and taste were rated highly, confirming that this concentration enhanced the overall quality of the macarons. Although the likeability score did not show significant statistical differences between treatments, all treatments were generally categorized as “liked” by the panel. For the nutritional content analysis, the macaron sample with 5% essential oil was selected for testing through a proxy method. The results indicated that the macaron had a carbohydrate content of 46.31%, sugar content of 31.62%, fat content of 3.05%, protein content of 19.08%, and ash content of 0.14%. These findings are noteworthy, as the macaron with kecombrang flower essential oil showed lower carbohydrate and fat content compared to a typical macaron, while it exhibited higher protein content. These results suggest that macarons with kecombrang essential oil may offer a healthier alternative to conventional macarons, particularly for those seeking lower sugar and fat content in their diet.

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences.   

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences. Furthermore, the company is advised to maintain and optimize its competitive pricing strategy to increase competitiveness and expand market share.  

This study investigates the influence of financial literacy and lifestyle on financial management among gym members at USB Fitness. Financial literacy refers to the ability to understand and apply financial concepts, while lifestyle encompasses spending patterns, consumption preferences, and daily habits. Low financial literacy combined with a high-consumption lifestyle can negatively impact personal financial management, potentially leading to poor budgeting, excessive debt, and limited savings.The research adopts a quantitative approach using a survey method, with data collected through structured questionnaires distributed via Google Forms. The population comprises 60 registered gym members, from which a sample of 52 respondents was determined using the Slovin formula with a margin of error of 5%. Data analysis techniques involve both partial (t-test) and simultaneous (F-test) hypothesis testing to assess the effects of the independent variables—financial literacy and lifestyle—on the dependent variable, financial management.The t-test results indicate that financial literacy has a positive and significant effect on financial management (t-count = 6.384 > t-table = 2.00958; p-value = 0.000 < 0.05), suggesting that higher financial literacy levels contribute to more effective personal financial practices. Conversely, lifestyle shows no significant effect on financial management (t-count = -0.013; p-value = 0.990 > 0.05), indicating that lifestyle variations among respondents do not directly determine their financial management capabilities.Simultaneous testing through the F-test reveals that financial literacy and lifestyle together have a significant influence on financial management (F-count = 21.333 > F-table = 3.191; p-value = 0.000 < 0.05). This suggests that while lifestyle alone may not significantly impact financial management, its interaction with financial literacy can influence financial outcomes.The study concludes that improving financial literacy among gym members is essential for enhancing financial management skills, while lifestyle modifications may only be impactful when supported by strong financial knowledge.

Customer loyalty is a crucial pillar in the banking industry, especially amidst increasingly fierce competition and rapid digital transformation. Loyalty not only reflects brand attachment but also reflects the level of customer trust and satisfaction with the services provided. This study aims to analyze the role of customer value and service quality in building customer loyalty, with customer satisfaction as an intervening variable. The study was conducted at the BRI Tabanan Branch using a quantitative approach. The research sample consisted of 383 respondents selected using the Krejcie and Morgan formula. Data were collected through questionnaires, interviews, and documentation, then analyzed using path analysis to examine the direct and indirect relationships between variables. The results show that customer value and service quality significantly influence customer satisfaction. Both variables also have a direct effect on customer loyalty, while also exerting an indirect effect through customer satisfaction as a mediating variable. In other words, increasing perceived value and service quality not only drives satisfaction but also strengthens loyalty, both directly and through the effects of satisfaction. These findings emphasize the importance of strategies to increase value and service quality as an effort to maintain loyalty amid changing customer preferences and digital disruption. For banking practitioners, the implications of this research can serve as a reference in designing more personalized, value-oriented, and technology-based service programs to increase long-term customer retention and strengthen competitiveness in an increasingly competitive market.

The rapid development of information technology has triggered significant changes in communication patterns, including in da'wah activities. Amidst digital dominance and the rapid flow of information, a da'wah approach relevant to the communication characteristics of Gen Z is crucial. Gen Z is known for its fast, interactive communication style and preference for digital media. Therefore, this community service program is designed to introduce da'wah as an effective two-way communication process in addressing these dynamics. The main objective of this program is to improve digital da'wah literacy and foster motivation and practical skills in creatively conveying Islamic messages through social media platforms. This community service activity is carried out through a series of activities, including outreach, interactive discussions, and practical simulations for creating digital da'wah content. The outreach is intended to provide a basic understanding of da'wah in a digital context. Interactive discussions allow participants to share views and understand how da'wah can be carried out effectively in cyberspace. Meanwhile, the da'wah content creation practice provides participants with the opportunity to directly engage in creating da'wah messages that can be disseminated through social media. Evaluation of the activity is carried out through pre- and post-tests held before and after the program implementation. The analysis results showed an increase in participants' understanding of more than 35% across all tested indicators. The highest increase (56.3%) was recorded in their understanding of the importance of two-way communication in da'wah. Previously, many participants considered da'wah to be an activity limited to religious leaders. However, after participating in this program, they began to understand that da'wah is a task for every individual, and can be carried out through media closely related to their daily lives. Overall, this program succeeded in increasing knowledge, critical awareness, and enthusiasm for contextual da'wah among Gen Z.

Employee shift scheduling in the hospitality industry remains a critical yet complex task due to fluctuating operational demands, fairness requirements, and labour regulations. Many hotels still rely on manual scheduling methods, which are time-consuming and prone to biases, particularly in ensuring fair workload distribution across employees. Despite numerous studies on workforce scheduling, limited attention has been given to integer linear programming (ILP) models that address gender-based restrictions and operational fairness simultaneously in real-world hotel contexts, especially in developing regions such as Central Java. This study proposes an Integer Linear Programming (ILP) model to generate optimal shift schedules for hotel staff over a 31-day planning horizon. The model incorporates operational constraints, including one shift per day, gender-based restrictions (which prevent female staff from working night shifts), availability, minimum staffing levels, and fairness in workload distribution. Key parameters and binary decision variables were defined to ensure compliance with the hotel's specific requirements. Empirical data were collected from a hotel in Central Java involving 20 employees, and the model was implemented using Python with a Gurobi solver. The ILP model successfully generated optimal schedules in under 10 seconds, significantly outperforming the manual method, which required over 4 hours. While the manual schedule resulted in an imbalance where some employees worked over 27 days and others only 22, the ILP approach enforced a strict maximum of 26 working days for all staff. Furthermore, the fairness index (FI) improved from 19.2% in the manual method to 0% in the ILP-generated schedule, indicating complete equity in workload allocation. The proposed ILP model demonstrates its effectiveness in improving scheduling fairness, operational efficiency, and compliance with labour policies. This work not only addresses a critical research gap in hospitality scheduling practices in Indonesia but also offers a replicable framework for other labour-intensive service sectors. Future research may explore multi-objective extensions incorporating employee preferences, satisfaction, and dynamic demand fluctuations.

This research aims to develop a recommendation system that can help retail business owners design more effective, data-driven promotional strategies. This system utilizes data mining techniques and the Apriori algorithm to extract association rules from consumer transaction data, thereby identifying more specific and accurate consumer purchasing patterns. Based on these patterns, the system can provide relevant promotional recommendations, such as product bundling, buy-one-get-one offers, or special discounts, which can attract consumer interest and increase sales. The system's implementation process is presented in the form of an interactive dashboard, which allows business owners to upload their transaction data, adjust analysis parameters, and visualize the promotional recommendation results in a way that is easier to understand and can be directly applied to their marketing strategies. This system not only provides well-structured promotional recommendations but also enables retail business owners to make more informed and efficient decisions in determining the type of promotion to implement, based on insights gained from analyzing their own transaction data. By utilizing this system, business owners can optimize their promotional strategies more efficiently and effectively, because they can quickly identify promotions that best suit consumer purchasing patterns. This can increase impulse sales, as relevant promotions will encourage consumers to purchase more products. Furthermore, this system shows great potential in increasing consumer engagement, as the promotions provided are more personalized and tailored to each consumer's preferences. Therefore, the implementation of this recommendation system has the potential to drive significant sales growth and help retail business owners achieve greater profits, as well as accelerate their business decision-making process. This system, ultimately, not only benefits business owners but also enhances the consumer shopping experience with promotions that are more tailored to their needs and preferences.

The selection of recipients of the Single Tuition Fee (UKT) assistance at universities must be carried out with the principles of fairness, openness, and efficiency to ensure that the assistance is distributed appropriately. However, the manual selection process is often subjective and prone to error. Therefore, this study developed a decision support system based on the Simple Additive Weighting (SAW) method to assist the selection process of students eligible for UKT assistance more systematically and accurately. The SAW method was chosen because of its ability to process data involving various criteria to produce objective decisions. In this study, the criteria used for the selection of UKT assistance recipients include several aspects, such as the Cumulative Grade Point Average (GPA), parental income, number of dependents, non-academic achievements, distance of the student's residence from campus, active student status, and involvement in student organizations. Data from each criterion is then processed through a normalization stage to ensure uniformity of values and weighting based on their level of importance. After the normalization and weighting process, the next step is to calculate the preference value for each student. The results of the implementation of this system show that the SAW method can accurately rank student priorities, with a student named Selly receiving the highest preference score, 0.673. This indicates that the student in question meets the selection criteria with the best score. This developed system can support the UKT assistance selection process to be fairer and more efficient. By using the SAW method, subjective and manual errors in decision-making can be reduced, resulting in more objective and accurate decisions. In addition, this system also allows universities to evaluate UKT assistance recipients more transparently and precisely, which ultimately can increase public trust in the management of educational assistance at universities.

This study examines how lighting perception influences reading focus and satisfaction in book cafés in Bandung, Indonesia. A descriptive quantitative approach was employed, involving a preference survey and an experimental study conducted at a selected book café. Thirteen female participants were assigned to three distinct seating areas characterized by different lighting conditions. Participants completed reading tasks and evaluated their environmental comfort, focus level, and reading satisfaction. The findings indicate that lighting comfort significantly correlates with focus (ρ = .000, p < .01) and reading satisfaction (ρ = .016, p < .05), although focus and satisfaction were not significantly related. ANOVA results revealed a significant difference in perceived lighting comfort across seating points, with the most favorable conditions found at Point A. These results underscore the importance of lighting design in enhancing the reading experience in multifunctional public spaces such as book cafés. Future research should consider additional environmental variables, including noise and thermal comfort.

The low level of public awareness regarding hand hygiene has become a contributing factor to the spread of infectious diseases transmitted through contact. This condition has sparked innovation in the development of hand sanitizer products made from natural ingredients, which are not only effective in killing germs but also safe and environmentally friendly. One promising natural ingredient is pineapple peel (Ananas comosus L.), which is generally considered organic waste. Pineapple peel contains bioactive compounds such as flavonoids, tannins, and the enzyme bromelain, all of which possess antibacterial properties. This study aims to evaluate the antibacterial effectiveness of pineapple peel extract against the growth of Escherichia coli and assess its feasibility as an active ingredient in spray hand sanitizer formulations. The research method involved preparing spray hand sanitizer with varying concentrations of pineapple peel extract: 50%, 60%, 70%, 80%, and 90%. Antibacterial activity was tested using the disk diffusion method to measure the inhibition zone against E. coli. Additional evaluations included physical quality tests such as pH, spreadability, homogeneity, organoleptic properties, skin irritation test, storage stability, and consumer preference. The results showed that the 90% concentration formulation had the highest antibacterial effectiveness, with an inhibition zone of 22 mm. This formulation was also the most preferred by respondents due to its strong and fresh aroma, appealing color, and pleasant texture on the skin. All formulations had pH values within the safe range (5.5–7), did not cause skin irritation, and demonstrated stability during storage. In conclusion, pineapple peel extract is effective as a natural active ingredient in spray hand sanitizer formulations. This product not only exhibits strong antibacterial activity against E. coli but is also safe, stable, and presents an environmentally friendly alternative to support improved public hand hygiene.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This study aims to analyze product innovations in the Musyarakah contract applied by Islamic financial institutions in Indonesia. The research uses a qualitative descriptive method with case studies from several Islamic banks. Data were collected through documentation and interviews with practitioners. The study found that innovations in Musyarakah products are largely driven by the need to enhance competitiveness and address the unique demands of the Indonesian market, particularly among micro, small, and medium enterprises (MSMEs)  Several banks have modified the classical Musyarakah structure to align with customer preferences and regulatory standards. For instance, some institutions implement tiered profit-sharing mechanisms, structured financing tenures, and integration with digital banking platforms to improve accessibility and monitoring. In addition, hybrid contracts that combine Musyarakah with other contracts, such as Ijarah or Murabahah, are increasingly used to create more flexible and customer-friendly financing solutions. Practitioners interviewed noted that one of the main challenges in implementing Musyarakah-based products is the higher operational and monitoring cost, due to the nature of partnership-based risk-sharing. However, these challenges are being addressed through technological innovation, such as mobile applications that help track business performance and automate profit-sharing calculations. The study concludes that product innovation in Musyarakah financing can enhance the inclusivity and effectiveness of Islamic banking in Indonesia, especially in supporting entrepreneurial sectors. Nevertheless, standardization, regulatory support, and continued investment in human resource capacity remain critical for sustained innovation. Future research may explore the customer perception of Musyarakah products, the impact of these innovations on financial performance, and comparative studies with conventional financing models.

The Message Queue Telementary Transport (MQTT) protocol is able to adjust the sending and receiving of messages to monitor in accordance with the user's preferences because the sending and receiving of messages is topic based on a specified topic, making it necessary to routinely monitor the condition of patients who have been diagnosed with heart problems from a distance. With the aim to perform a Quality of Service (QoS) analysis with throughput, delay, and packet loss parameters using Unshielded Twisted Pair internet transmission media (UTP) and Wireless, the goal of this research is to design and implement (MQTT) a heart rate monitoring device with an EKG module as a sensor and ESP32 as a microcontroller. On the Ubidots website, EKG signals are transmitted over the internet and shown in real time. QoS analysis is performed using the Wireshark application. Data was collected on two scenarios at intervals of 30 minutes, 1 hour, 2 hours, 5 hours, 8 hours, 12 hours, 18 hours, and 23 hours. The throughput, latency, and packet loss metrics used in this study's results cause different value variations; these are influenced by the weather, internet bandwidth, computer, and router specifications. According to testing, the tool is portable and has a 3000mAh battery, but it has the restriction that it can only be used with reliable internet and bandwidth.

This study aims to determine the influence of marketing communications through Instagram on Generation Z's shopping interest in Makassar, with a focus on dyaozha clothing products. A qualitative approach was adopted, utilizing methods such as observation, documentation, and in-depth interviews with Generation Z consumers. The research participants included shop owners and followers of the dyaozha Instagram account. The findings reveal that marketing communications through Instagram—particularly through the use of engaging visual content, appealing design implementation, and active interaction—play a crucial role in shaping Generation Z's shopping interest. Instagram features such as Stories, Reels, interactive polls, and comment sections enable brands to connect more personally with potential buyers. Attention-grabbing content helps build initial interest, while endorsements and testimonials contribute to trust and credibility. Furthermore, consistent interaction between the brand and followers fosters emotional connection and brand loyalty. These factors collectively influence both interest and purchasing decisions among the Gen Z demographic. The study concludes that dyaozha’s strategic use of Instagram marketing communications has proven effective in influencing the shopping behavior of its target audience. Recommendations for dyaozha include the continuous optimization of Instagram's interactive features—such as Q&A sessions, behind-the-scenes content, and user-generated content campaigns—to sustain engagement and improve conversion rates. Additionally, it is suggested that dyaozha expands its reach by targeting broader market segments and utilizing data-driven content strategies to adapt to evolving consumer preferences. This research highlights the vital role of social media in modern marketing strategies, especially when targeting digitally native audiences like Generation Z.

This study aims to analyze the influence of green advertising, green packaging, and green product on the purchase decision of The Body Shop products, with customer satisfaction as an intervening variable. The background of this research is based on increasing consumer awareness of environmental issues, which drives changes in consumer preferences towards environmentally friendly products. Green marketing strategies are important in shaping a positive brand image and influencing consumer purchasing behavior. This study uses a quantitative approach with a path analysis method processed using SPSS software. The respondents in this study amounted to 100 students from the Faculty of Economics and Business, Wijaya Kusuma University Surabaya who had bought The Body Shop products. The results of the analysis show that green advertising, green packaging, and green products have a significant effect on customer satisfaction. Furthermore, green advertising and green products have also been shown to have a direct influence on consumer purchase decisions, while green packaging does not show a significant influence on direct purchase decisions. In addition, customer satisfaction has been shown to play a significant mediating variable in the relationship between green marketing variables and purchase decisions. These findings confirm that the implementation of green marketing strategies not only has a positive impact on the company's image and social responsibility, but also plays an important role in increasing customer satisfaction and encouraging consumers to make purchasing decisions. Therefore, companies are advised to continue to develop and integrate eco-friendly elements in their marketing strategies to increase competitiveness and consumer loyalty. This research also makes a theoretical contribution to the development of consumer behavior studies related to sustainable marketing, especially among the younger generation.

The election of the OSIS chairman at SMK Al-Ikhlas Losari often influences subjectivity, so a goal-oriented system is needed to select the best candidate. This study applies the WASPAS method in a Decision Support System to broadcast OSIS chairman candidates based on criteria such as attendance, integrity, academic achievement, and health. Data were collected through observation, interviews, and literature studies, then processed using Microsoft Excel. The results of the WASPAS calculation yield a Qi preference value, which determines the ranking of candidates transparently. This system reduces subjectivity, increases efficiency, and ensures the selection of competent leaders, supporting the OSIS vision.

The study presents a comprehensive framework for optimizing customer retention budget by integrating clustering, classification, and mathematical optimization techniques. The study begins with the IBM Telco dataset, which is prepared through data cleansing, encoding, and scaling.  In the preliminary phase, customer segmentation is performed using K-Means clustering, with k = 3 and k = 4 identified as optimal based on the elbow method and Silhouette score. The configurations produced three (Premium, Standard, Low) and four (Premium, Standard Plus, Standard, Low) customer segments based on purchase preferences, which served as input features for churn prediction. In the second phase, the dataset was divided into training and test sets in an 80:20 ratio, followed by data balancing using the Synthetic Minority Over-sampling Technique (SMOTE) and Edited Nearest Neighbors (ENN). Multiple classification algorithms were evaluated, including Naive Bayes (NB), Random Forest (RF), Categorical Boosting (CatBoost), Light Gradient Boosting Machine (LightGBM), Extreme Gradient Boosting (XGBoost), Gradient Boosting (GB), Support Vector Machine (SVM), Logistic Regression (LR), K-Nearest Neighbors (KNN), and Multi-Layer Perceptron (MLP) using F1-score as the performance metric. CatBoost and LightGBM, with k values of 3 and 4, respectively, were the highest-performing classification models, with only minimal differences in performance.    Ultimately, customer segmentation established customer prioritization, whereas churn prediction assessed customer churn likelihood. Four distinct configurations were assessed utilizing mixed-integer linear programming (MILP) to optimise retention budget allocation within uniform budget constraints, discount amounts, and churn thresholds. In both the k=3 and k=4 scenarios, CatBoost surpassed LightGBM, with CatBoost at K=3 effectively discounting 66% of at-risk consumers across all three segments, hence improving the intervention's efficacy and budget allocation, making it the ideal choice for maximizing customer retention. The results demonstrate the importance of segmentation in enhancing retention budgeting and budget optimization, particularly concerning parameter sensitivity.

Bos Salad Bengkalis is a culinary company that offers healthy and fresh salads. With rapid business growth, managing customer data, reward programs, and transactions is becoming increasingly important. For this reason, a Mobile-based membership management system is needed that can improve customer experience by creating a Reward program, then to facilitate management and customer transaction data, a Website-based system is also made for the admin. This research aims to design and develop an effective and efficient customer membership management system using the Rapid Application Development (RAD) method. This method was chosen because it allows rapid and orderly development, so that the system built can meet the needs. The main features to be developed include member registration, member profile management, point and reward system, and transaction management. Through the implementation of this system, Bos Salad Bengkalis can obtain more accurate data on customer behavior and preferences. Thus, the development of this membership management system is a strategic step for Bos Salad Bengkalis in facing challenges and taking advantage of opportunities in today's digital era.

This study aims to explore the behavioral dynamics of Generation Z (Gen Z) toward digital culinary brands on TikTok, a platform increasingly central to youth consumer engagement. The research investigates how Gen Z interacts with, interprets, and forms relationships with culinary content in a digital environment shaped by algorithmic trends and participatory culture. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 12 Gen Z participants aged 18–24 years who actively engage with culinary brand content on TikTok. Additional data were obtained from observational analysis of brand-related content and user interactions on the platform. Thematic analysis revealed three core themes: emotional engagement with sensory-rich food content, digital consumption as identity performance, and expectations of brand authenticity and interactivity. Participants expressed strong affective responses to visually appealing and immersive content, linked their brand preferences to personal values and social identity, and favored brands that demonstrated responsiveness, humor, and human-like interaction. These findings highlight the role of TikTok not only as a marketing tool but as a cultural space where brand perception and loyalty are socially constructed. This study contributes to the theoretical understanding of consumer engagement by situating Gen Z’s behavior within a sociocultural and digital framework. Practically, it offers insights for culinary brands to develop more authentic, interactive, and value-driven content strategies. The findings also suggest implications for digital marketing policies and content regulation. Future research is recommended to explore cross-platform behaviors and cultural variations in digital brand engagement.