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This study aims to determine the implementation of the Smart Society 5.0-based digital literacy program in Ciamis Regency, implemented by the Communication and Informatics Office (Diskominfo). This program is part of the local government's digital transformation to create a smart, inclusive, and adaptive society to the development of information technology. This study uses a qualitative approach with descriptive methods, and data is obtained through in-depth interviews, field observations, and documentation. The analysis is conducted using Charles O. Jones's theory of public policy implementation, which includes three main components: organization, interpretation, and implementation. The results show that organizationally, Diskominfo has a supportive structure and relatively competent human resources, although there are still limitations in the mastery of digital technology among employees. From an interpretation perspective, the digital literacy strategy is implemented through public education, hoax prevention, digital content provision, and social media utilization. Meanwhile, in terms of implementation, supervision is carried out through monitoring, regular reporting, the use of digital applications, and evaluation forums. Some obstacles faced include budget limitations, the digital divide between regions, uneven technological infrastructure, and the lack of specific evaluation indicators. Nevertheless, improvement efforts continue through human resource training, optimization of digital facilities and infrastructure, and cross-sector synergy. This study concludes that the implementation of the Smart Society 5.0-based digital literacy program in Ciamis Regency has been quite successful, but still requires strengthening human resources, evaluation policies, and equitable digital access in rural areas.

This study aims to analyze the Public Relations (PR) strategy of Gen FM in building and maintaining relationships with stakeholders through its official Instagram account, @gen987fm. The background of this research lies in the paradigm shift of PR communication patterns from conventional to digital platforms, alongside the growing importance of establishing long-term, strategic relationships in the era of media convergence. The study adopts Ledingham and Bruning’s Relationship Management (RM) theory as its analytical framework, which consists of five key dimensions: trust, commitment, openness, relationship satisfaction, and mutual interest. Employing a descriptive qualitative approach, data were collected through in-depth interviews with Gen FM’s PR team, the Head of Digital Content, selected audience members, and business partners. These interviews were further supported by observation and documentation of content published on Instagram. The findings reveal that Gen FM effectively applies the five dimensions of relationship management theory in its PR practices through digital media. Trust is fostered by presenting credible and relevant content; commitment is demonstrated by maintaining consistent interactions with audiences; openness is shown by accommodating feedback and criticism; satisfaction is achieved through personal and engaging approaches; and mutual interest is realized through promotional collaborations that benefit both the radio station and its partners. Nevertheless, stakeholders also expressed expectations for Gen FM to further enhance its Instagram presence by being more active, responsive, and innovative in order to strengthen engagement and adapt to the dynamic needs of digital audiences. In conclusion, this study emphasizes that Instagram functions as an effective medium for Gen FM to implement strategic and adaptive PR relationship management. The platform not only facilitates two-way communication but also strengthens brand positioning by fostering sustainable stakeholder relationships in a rapidly evolving digital landscape.

In addition to personal selling, Adhiwangsa Hotel and Convention Solo also utilized other IMC tools such as direct marketing, public relations, and digital marketing to maximize the effectiveness of their promotional efforts for the "So Kiss Me 2024" event. The hotel leveraged its existing customer database to send personalized invitations and promotions through WhatsApp, which proved to be an effective channel for engaging with customers directly. Social media platforms were also used to create awareness and drive attendance, with consistent messaging across all channels to maintain a unified brand voice. Furthermore, the hotel emphasized the importance of building strong relationships with its customers by maintaining regular communication. This strategy helped foster trust and loyalty, as customers felt valued and personally attended to. The event was promoted not only through traditional marketing tools but also through word-of-mouth, leveraging employees' personal networks to spread the message. The study also highlights the role of digital marketing tools in enhancing the reach of the hotel's communication efforts. By utilizing platforms like Instagram, Facebook, and WhatsApp, Adhiwangsa Hotel was able to reach a broader audience, particularly among younger consumers who are more active on social media. These platforms allowed for real-time updates, engagement, and interaction with potential customers, making the event more dynamic and accessible. Overall, the success of the "So Kiss Me" event can be attributed to the hotel's effective use of integrated marketing communications, where personal selling played a significant role in delivering a more personalized and direct message to potential customers. This case study illustrates the importance of adopting a multi-channel communication strategy to effectively engage target audiences and achieve marketing objectives.

This community service activity was carried out at Muhammadiyah Tidore Elementary School with a primary focus on improving the competency of teachers and staff in managing the school website. The background to this activity stems from the school's need for information media that is fast, accurate, and easily accessible to the community. The school website not only serves as a means of publishing activities but also as a communication medium between the school, parents, and the wider community. With good website management, information about academic activities, important announcements, and the school profile can be conveyed more effectively. The activity implementation method is carried out through several structured stages. The first stage is preparation, namely identifying needs, preparing training materials, and coordinating with the school. The second stage is technical training involving teachers and staff to understand the basics of content management, from adding articles, updating information, to uploading activity documentation. The third stage is socialization, where the community, especially parents, are introduced to the functions and benefits of the school website. Next, the implementation stage is carried out by directly applying the training results in website management. The final stage is evaluation, which aims to assess the extent to which skills improvements have been achieved and the extent to which the website is utilized by the community. The results of the activity indicate a significant increase in the skills of teachers and staff. They are able to independently update website content and utilize user guides provided in the form of documents and video tutorials. Furthermore, public access to online school information has also increased. This demonstrates that the school website is truly an effective communication tool. Therefore, this community service activity is expected to become a model for information technology empowerment that can be replicated in other schools, particularly in North Maluku.

This study aims to analyze the role of organizational culture in optimizing employee performance in Lebak Bulus Village, South Jakarta. A strong organizational culture is considered to have a significant contribution in improving the effectiveness of government officials and the quality of public services to the community. This study uses a qualitative descriptive approach with a phenomenological method, which emphasizes an in-depth understanding of the experiences, views, and behaviors of employees in carrying out their duties in their work environment. The research focuses on actors (employees), social situations, and activities that occur within the village environment. Data collection techniques were carried out through observation, in-depth interviews with key and primary informants, and documentation. Data validity was tested through triangulation of sources and techniques to increase the validity of the research results. The results show that the organizational culture in Lebak Bulus Village has strengths in the aspects of innovation and risk-taking, orientation towards results, orientation towards people, and stability. However, several weaknesses were still found, such as low individual initiative, lack of attention to detail, weak team orientation, minimal levels of aggressiveness, and limited employee experience and accuracy. Opportunities for improvement can be pursued through ongoing training and the digitalization of public services, although challenges remain, including a passive work culture and resistance to policy change. Overall, organizational culture plays a crucial role in supporting employee performance improvement, but a sustainable strategy is needed to strengthen professionalism and build a more adaptive and progressive work culture. Efforts to address identified weaknesses, such as improving communication between employees, developing leadership skills, and enhancing discipline in carrying out tasks, are essential for the continued development of a positive organizational culture. Furthermore, awareness of the importance of collaboration across organizational divisions must be instilled to create a more productive and efficient work environment.

Women's leadership is recognized as a strategic factor driving organizational success through the formation of effective and sustainable team collaboration. Beyond simply directing, women leaders build a conducive work climate where team members are valued, engaged, and have equal opportunities to contribute. Across various sectors, they demonstrate the ability to manage team dynamics with a participatory, collaborative approach, and a focus on healthy interpersonal relationships. This study uses the Systematic Literature Review (SLR) method to describe the role, benefits, and challenges of women's leadership in human resource (HR) development. Twelve articles published between 2020 and 2024 were selected based on the PICOC framework to ensure academic validity. The study results indicate that women's leadership is synonymous with a participatory style, empathy, and open communication that encourages time commitment, the flow of ideas, innovation, and productivity. Women leaders create a psychologically safe work environment, value differences of opinion, and encourage cross-functional collaboration. Their role is increasingly important in the era of flexible work and digital transformation, where empathy and communication are key to maintaining team motivation and productivity. However, challenges such as gender stereotypes, structural barriers, and cultural resistance still limit the effectiveness of women's leadership, especially in strategic positions and high-level decision-making. In many cases, women leaders still have to work harder to gain legitimacy, even though they have the same or even higher qualifications than their male counterparts. Addressing this requires more inclusive organizational policies, gender-based leadership training programs, mentoring, and consistent advocacy for equality. Companies and public institutions must actively create an ecosystem that supports women's leadership development, including equal access to strategic career opportunities.

This study examines the perceptions of the Pucangadi Village community towards the educational children's program "SiBobo" broadcast by TVRI Central Java. This research uses a descriptive qualitative approach, with data collection techniques through in-depth interviews with fifteen informants selected purposively. Informants consisted of parents, teachers, and local residents who have views regarding the program. The purpose of this study was to explore the extent to which the program "SiBobo" is accepted and has a positive impact on the development of children in the community. The results showed that the program "SiBobo" is considered an entertaining and educational learning medium by the majority of informants. This program successfully conveys moral and social messages relevant to children's lives, such as the values ​​of togetherness, social awareness, and the importance of protecting the environment. This program is also considered able to attract children's attention in a fun way, making them interested in learning while playing. In addition, the content presented in this program can increase children's knowledge about local culture and wisdom, which is expected to increase their love for Indonesian culture. However, despite "SiBobo"'s high educational value, the presence of gadgets and children's preference for digital content, such as YouTube videos and game apps, often divert their attention from public television. Children are more interested in shows they can access anytime through their devices. This suggests that while television shows like "SiBobo" still play a significant role, competition from digital media presents a significant challenge. This study emphasizes the importance of revitalizing children's programming based on local values ​​and the need for more adaptive communication strategies to optimally convey educational messages.

Improving child health remains a key priority within the Sustainable Development Goals (SDGs), particularly in efforts to prevent stunting in Indonesia. As information-seeking behavior shifts from conventional to digital platforms, social media has emerged as a significant channel for health education. This study aims to analyze the digital communication strategies employed by health influencers, specifically the Instagram account @mizaafrizal, in educating young mothers on child nutrition. Using a descriptive qualitative approach, data were collected through content observation, in-depth interviews, and literature review. The findings indicate that Dr. Miza applies persuasive communication strategies based on active interaction, the use of relatable and friendly language, and the presentation of information supported by scientific evidence. His credibility as a medical professional, combined with an approachable and educational communication style, enhances message reception among young mothers. These results emphasize the role of health influencers as change agents in raising public awareness and understanding of child nutrition issues, contributing positively to digital-based health promotion efforts in Indonesia.

This research aims to analyze the branding strategy implemented by the Public Relations (PR) division of the Museum of Islamic Indonesia K.H. Hasyim Asy’ari (MINHA) in developing the identity of Indonesian Islam. Using a descriptive qualitative approach, data were obtained through observation, interviews, and documentation. The analysis applies Sicco Van Gelder’s brand strategy theory, which consists of three main dimensions: brand positioning, brand identity, and brand personality. The findings indicate that MINHA’s PR strategically and consistently implements branding through three key aspects: organizing public events, utilizing social media, and incorporating architectural design to reinforce the identity of Indonesian Islam. These strategies have successfully shaped the museum’s image as inclusive, educational, and youth-friendly, presenting a moderate and tolerant face of Indonesian Islam. The role of PR extends beyond promotion to become a driving force in conveying the narrative of Indonesian Islam through adaptive communication approaches. This study recommends optimizing additional digital platforms and developing an official website to further strengthen the museum’s branding on a broader scale.

In the digital era, conventional media such as radio face significant challenges due to shifts in media consumption behavior, particularly among urban youth who prefer digital platforms and social media. Jak 101 FM has adapted by utilizing Instagram digital media in an off-air program titled “Jak After School” to reach a broader audience and build a positive image. This study examines the public relations strategy of Jak 101 FM in managing Instagram as part of promotion and image enhancement using descriptive qualitative methods and Chris Heuer's 4C theory (context, communication, collaboration, and connection). Research findings show that Jak 101 FM's public relations strategy involves creative content production, utilization of Instagram's interactive features, collaborating with local communities and influencers, and building emotional connections with audiences. The “Jak After School” program become an effective medium that strengthens audience loyalty and maintains Jak 101 FM's existence amid digital media industry competition.

This study discusses the communication strategy implemented by the Karanganyar Police Public Relations Department in delivering an anti-hoax campaign during the 2024 Regional Head Election (Pilkada) through the Instagram platform. The background of this study departs from the phenomenon of the rampant spread of false information ahead of the election, which has the potential to trigger disinformation, polarization, and disrupt social order and stability. Hoaxes during political periods can erode public trust in state institutions, so strategic efforts are needed to address this through effective public communication. The purpose of this study is to analyze the effectiveness of the digital communication strategy used by the Karanganyar Police Public Relations Department in increasing public literacy, encouraging public participation, and maintaining the quality and stability of information circulating in the digital space. This study uses a descriptive qualitative method with data collection techniques through in-depth interviews with Public Relations personnel, direct observation of campaign activities on Instagram, and documentation of published content. The strategy analysis refers to the Cutlip, Center, and Broom model which includes four stages: fact-collecting, planning, implementing communication actions, and evaluation. The results show that the use of Instagram was chosen because of its ability to reach a young audience, the flexibility of content formats, and opportunities for two-way interaction. The campaign content was dominated by educational materials presented visually through infographics, digital posters, and short videos, ensuring the anti-hoax message was clearly and persuasively conveyed and easily shared by users. Evaluations showed an increase in public engagement, including comments, content sharing, and participation in online discussions, as well as a significant decrease in the number of hoax reports circulating in the Karanganyar region during the campaign period. This study recommends optimizing the use of Instagram features such as live broadcasts, reels, and interactions through polls or quizzes, along with increasing the creativity of the Public Relations team to further enhance the effectiveness of digital public communication in the future.

This study examines the communication strategy employed by the Public Relations Division of Karanganyar Police in delivering an anti-hoax campaign during the 2024 regional election stages through Instagram. The background of this research lies in the widespread dissemination of misinformation leading up to elections, which can disrupt social order. The purpose of this study is to analyze the effectiveness of digital communication strategies in increasing public literacy and maintaining the stability of public information. This research uses a descriptive qualitative approach with data collection techniques including interviews, observations, and documentation. The results show that the communication strategy was implemented systematically through the four stages of the Cutlip, Center, and Broom model: fact-finding, planning, action and communication, and evaluation. Instagram was chosen for its ability to reach a younger audience and enable two-way interactions. Educational content presented in visual formats such as infographics and posters proved effective in delivering anti-hoax messages clearly and persuasively. The evaluation showed increased public engagement and a decline in the spread of hoaxes. This study suggests optimizing Instagram features and enhancing the creativity of the PR team to improve the effectiveness of future digital public communication.

This community service program aims to improve the quality of services at Puskesmas (community health centers) through intensive assistance in content creation and digital communication media. The main issue addressed is the low digital literacy among healthcare workers at Puskesmas in managing effective communication media to reach the public. This has led to low community participation in health programs run by Puskesmas. Therefore, this program is designed to enhance healthcare workers' skills in utilizing digital technology for health promotion and improving communication effectiveness with the public. The program implementation involves several stages: (1) an initial survey to assess the condition of existing communication media, (2) training on creating engaging and informative health education content, (3) workshops on graphic design and health promotion video creation, (4) guidance on using social media platforms to disseminate health information, and (5) continuous evaluation and monitoring to ensure the sustainability of the program. This activity involves 25 healthcare workers from 5 selected Puskesmas, with a mentoring duration of 6 months. The results show significant improvements, including: an increase in healthcare workers' ability to create digital content from 30% to 85%, a 200% increase in public engagement with health information, and a 150% increase in the coverage of health promotion services. Additionally, the program has produced 120 pieces of health education content, 15 health promotion videos, and 8 successful digital campaigns that have successfully enhanced public participation in health programs. The long-term impact of this program is the increased public awareness of preventive health and improved access to Puskesmas services. This program can also be replicated in other regions as a model for improving the quality of primary healthcare services through optimal use of digital technology, which can accelerate the achievement of national health development goals.

Penelitian ini bertujuan untuk mengkaji secara mendalam strategi komunikasi publik yang diterapkan oleh Dinas Komunikasi dan Informatika (Diskominfo) Kota Bengkulu dalam upaya meningkatkan literasi digital masyarakat di tengah proses transformasi digital. Latar belakang penelitian ini berangkat dari urgensi literasi digital sebagai salah satu kompetensi penting di era teknologi informasi, khususnya dalam menghadapi tantangan penyebaran informasi palsu (hoaks), perlindungan data pribadi, serta etika bermedia. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi partisipatif, dan studi dokumentasi. Informan penelitian meliputi pejabat Diskominfo, staf pelaksana program, serta anggota masyarakat yang terlibat dalam kegiatan edukasi digital. Hasil penelitian menunjukkan bahwa Diskominfo Kota Bengkulu menerapkan strategi komunikasi publik yang terencana dengan memadukan pendekatan informatif, persuasif, dan partisipatif. Media yang digunakan meliputi saluran daring seperti media sosial, website resmi, dan aplikasi pesan instan, serta saluran luring berupa pelatihan tatap muka, sosialisasi di tingkat kelurahan, dan kolaborasi dengan komunitas lokal. Penyusunan pesan literasi digital dilakukan dengan mempertimbangkan isu-isu terkini, di antaranya pencegahan hoaks, keamanan data pribadi, dan etika penggunaan media digital. Strategi ini dinilai cukup efektif dalam meningkatkan kesadaran masyarakat, namun penelitian juga mengidentifikasi sejumlah kendala seperti keterbatasan sumber daya manusia, ketimpangan infrastruktur teknologi, dan kesenjangan tingkat literasi digital antar kelompok sosial. Temuan ini menegaskan bahwa keberhasilan strategi komunikasi publik sangat bergantung pada kemampuan beradaptasi dengan karakteristik dan kebutuhan audiens. Selain itu, studi ini menggarisbawahi relevansi teori Difusi Inovasi dalam memahami pola adopsi literasi digital di masyarakat. Berdasarkan hasil tersebut, penelitian ini memberikan rekomendasi praktis bagi pemerintah daerah untuk mengembangkan strategi komunikasi publik yang lebih inklusif, kolaboratif, dan adaptif dalam mendorong literasi digital di era transformasi digital yang terus berkembang.

The development of information and communication technology (ICT), particularly the use of Artificial Intelligence (AI), the Internet of Things (IoT), and big data, has transformed Indonesia's national security threat landscape. Threats that previously focused on traditional military aspects have now shifted to non-traditional cyber threats, such as cyberattacks, digital espionage, and infrastructure sabotage. According to PROXSIS IT GRC data, in 2024, more than 19 million cyberattacks were recorded against websites in Indonesia. While this figure is a decrease compared to the previous year, this trend is thought to reflect a shift towards more structured and organized tactics by threat actors. In response, the Indonesian government established the National Cybersecurity Action Plan 2024–2028 as a strategic guideline. Furthermore, cyber diplomacy is being promoted through bilateral and multilateral cooperation, for example through the signing of memorandums of understanding (MoUs) with the UK and Kaspersky. This cooperation includes the exchange of intelligence information, strengthening human resource capacity, raising public awareness regarding cybersecurity, and protecting critical information infrastructure. This study uses non-traditional security theory and defense diplomacy to analyze the strategies, challenges, and prospects of Indonesia's cyber policy. The analysis demonstrates that cyber defense diplomacy plays a crucial role as an instrument for integrating technology, regulation, and international collaboration in safeguarding digital sovereignty. In addition to strengthening threat detection and mitigation capabilities, this diplomacy also builds networks of trust with partner nations, which is essential amidst the increasing complexity of global threats. Therefore, in the era of digital globalization, full of interconnections, cyber defense diplomacy serves not only as a national protection tool but also as Indonesia's contribution to global cybersecurity stability. This effort prioritizes synergy between technological innovation, law enforcement, and sustainable international cooperation.

The rise in corruption cases in Indonesia significantly hampers investment, impacts national economic growth, and undermines the integrity of public institutions. This study highlights the strategic role of public mobilization as guardians of transparency in preventing potential corruption at the Danantara Investment Management Agency (BPI). Using a normative legal research approach enriched by qualitative analysis of the regulatory framework and best practices, this study examines the legal basis supporting public participation and formulates an effective corruption prevention strategy in the digital era. The results show that optimizing the role of the public through information transparency and the use of information and communication technology (ICT) plays a crucial role in building accountability and detecting irregularities. Access to audit data, financial evaluations, and public information is an important instrument in strengthening oversight. The use of ICT allows the public to analyze anomalous patterns, assess institutional performance, and provide constructive feedback on investment management policies. However, this mobilization faces significant challenges. First, the complexity of financial and regulatory data often makes it difficult for the general public to interpret. Second, limited digital literacy hinders the public's ability to utilize oversight technology. Third, the urgent need for certainty of legal protection for whistleblowers or oversight participants is a determining factor in the success of the mobilization. Therefore, strengthening regulations that guarantee legal protection, increasing digital literacy capacity, and developing user-friendly public oversight platforms are necessary. Synergy between the government, investment management institutions, and the public is key to creating a transparent, responsive, and adaptive oversight system to technological developments. This way, the active role of the public can be optimized to strengthen the integrity of BPI Danantara and promote a healthy investment climate in Indonesia.

In the digital era, local governments face significant challenges in building a positive public image of regional leaders. The changing public communications landscape driven by technological advancements demands public relations (PR) strategies that are not only informative but also able to engage the emotional and symbolic dimensions of society. The main problem identified is the limited effectiveness of PR content strategies in changing public perceptions. Most content still emphasizes the delivery of factual information, but does not optimally develop narratives, symbols, and interactions that can strengthen the leadership image. This study analyzes this problem using the ADO (Antecedent-Decision-Outcome) approach. Within this framework, PR content innovation is positioned as a prerequisite factor (antecedent), digital communication strategies as the decision (decision), and the formation of the regional leader's image as the final outcome (outcome). The study was conducted using a Systematic Literature Review (SLR) of seven scientific articles that met the inclusion criteria. The analysis is supported by Image Management Theory, Government Communication Theory, and the New Public Governance paradigm, which emphasizes collaboration, transparency, and public participation in governance. Research findings indicate that innovative digital communication strategies—such as the use of social media, visualization of leadership activities, personal narratives, and two-way interactions with citizens—have a significant impact on building and strengthening a positive image of regional leaders. This approach not only increases public trust but also creates more meaningful engagement between leaders and the public. The study's findings confirm that PR plays a strategic role as a key actor in shaping public perceptions of regional leadership in the digital era. The success of image building depends not only on the quality of the message, but also on PR's creativity, consistency, and ability to adapt modern communication technology to meet the dynamics of public information needs and expectations.

The rapid development of information and communication technology has brought significant changes to social, economic, and political life in Indonesia. However, the complex and rapidly changing dynamics of cyberspace present major challenges in statute, personal data protection, disinformation, and cybersecurity. Unfortunately, the existing regulatory framework is still sectoral and has not yet responded holistically to the various digital issues that arise. This fragmented approach often leads to overlapping authorities, inconsistent enforcement, and gaps in addressing emerging cyber threats. Therefore, the establishment of the National Digital Commission is urgently needed as an independent institution tasked with coordinating, formulating, and overseeing digital policies in an integrated and systematic manner. This commission should consist of multidisciplinary experts in law, technology, and public policy, ensuring balanced perspectives in policy formulation. In addition, it should serve as a bridge between the government, the private sector, and civil society to facilitate inclusive and transparent digital governance. The National Digital Commission is expected to ensure cyberspace governance that is responsive to technological developments while maintaining digital resilience. It must also actively promote digital literacy, ethical online behavior, and responsible use of social media platforms to combat hoaxes and hate speech. Furthermore, the commission must strengthen Indonesia’s cybersecurity infrastructure to protect national interests and uphold the rights of its citizens in the digital space. By creating a unified regulatory framework and robust oversight mechanism, Indonesia can build a safer and more democratic digital ecosystem. This effort is essential in reinforcing accountability, defending cybersecurity, advancing democracy, ensuring governance, and safeguarding innovation in the face of rapid digital transformation.

This study explains the POLITICAL COMMUNICATION STRATEGY OF THE CHRISTIAN WIDODO – SERENA FRANCIS PAIR IN THE MAYORAL ELECTION OF KUPANG IN THE 2024 REGIONAL ELECTION. This study aims to determine the political strategy of the Christian Widodo – Serena Francis pair to win the 2024 regional election in Maulafa sub-district. The approach in this study is Qualitative. The results of the study show that the candidate pair for Mayor and Deputy Mayor of Kupang, dr. Christian Widodo and Serena Francis (CS'an), led the vote count in the 2024-2029 Kupang City Regional Head Election (Pilkada). Based on the provisional results of the C1 Plano tabulation recapitulation conducted by the CS-an Center, which was collected from 552 Polling Stations (TPS), this pair won 36.29% of the vote or 68,853 votes, significantly ahead of their closest competitor, Jefri-Adinda, who won 26.4% of the vote or 50,192 votes. CS'an dominated in five of the six sub-districts in Kupang City, namely Kota Lama, Kelapa Lima, Maulafa, and Oebobo. It can be concluded that Christian Widodo and Serena Francis' political strategies show consistency in building narratives that are relevant to the needs of the community, especially in the areas of local economic empowerment and public service reform. They optimize social media and digital communication to reach young voters, strengthen public engagement, and shape their image as adaptive and modern leaders. Both build strategic coalitions with civil society groups and youth organizations that expand their electoral reach, especially in urban and semi-urban areas. Serena Francis specifically raises the issue of women's representation and political inclusivity, which has succeeded in attracting the attention of women and marginalized groups.

This study was conducted with the motivation to analyze the impact of product innovation, word-of-mouth (WOM), and social media marketing on purchasing decisions at one of the English language courses located in Kampung Inggris, Pare, Kediri, namely Global English. In the digital era and increasingly fierce competition among non-formal educational institutions, understanding the factors that influence purchasing decisions is very important. This study used a quantitative approach with a survey method via Google Form, which was distributed to active students at the institution. The research instrument, a closed questionnaire, was designed to measure students' perceptions of the product innovation offered, the influence of word-of-mouth communication, and the effectiveness of marketing strategies through social media. The analysis results show that product innovation has a significant influence on purchasing decisions, particularly in terms of offering new programs that are in line with market needs, such as the "Studycation" program that combines learning and recreation. Word-of-mouth has also been shown to play an important role in building trust among potential consumers through positive experiences from previous users. In addition, social media marketing makes a real contribution to reaching a wider audience, increasing interaction, and strengthening the institution's image in the public eye. These three variables, both partially and simultaneously, had a positive and significant influence on purchasing decisions. These findings indicate that integrated, digital-based marketing strategies are key to attracting and retaining consumer interest in the informal education sector. This research is expected to serve as a reference for course providers and other educational institutions in designing innovative, efficient, and adaptive marketing strategies to address changing consumer behavior in the digital era.