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This study aims to examine the implementation of the selapanan tradition among Javanese postpartum women in Limau Manis Village, and to understand the meaning and community perceptions of this practice in the context of modern life. The selapanan tradition is part of local wisdom that has been passed down from generation to generation and has important value in postpartum maternal care. This study uses a qualitative method with an ethnographic approach, which allows researchers to understand cultural practices in depth through direct interaction with the community. Data collection techniques include participant observation, in-depth interviews with mothers who practice the tradition, community leaders, and traditional birth attendants, as well as documentation and field notes. The results show that selapanan is still preserved and practiced by the people of Limau Manis Village, although it has undergone several forms of adaptation to modern developments and modern medical guidelines. In its implementation, this tradition uses various natural ingredients such as parem (traditional body scrub), pilis (forehead concoction to refresh the eyes and mind), bengkungan (cloth to wrap the stomach), gerita (a kind of stagen or body binder), and the consumption of herbal medicine as part of physical care and body recovery. In addition to its physical aspects, selapanan also has a psychological dimension, providing emotional comfort and social support to postpartum mothers, thereby helping to prevent psychological disorders such as baby blues syndrome. This tradition serves not only as a form of traditional healthcare but also as a symbol of social solidarity and respect for local cultural values. Amidst the tide of modernization, preserving selapanan is crucial as a cultural identity that remains relevant. This study concludes that despite adjustments to medical developments, the selapanan tradition continues to play a significant role in maintaining maternal well-being and strengthening Javanese cultural values in the modern era.

The central building of the cyber world in the city center plays a significant role in enhancing community activities, providing social space, and contributing to the city's image. As the first shopping center in Palembang City, International Plaza has historical and strategic value in the city's development. However, over time, the attractiveness of International Plaza has decreased significantly. This decline is caused by several factors, such as the development of new, more modern shopping centers and the lack of updates to the building's design elements that can attract visitors. This study aims to analyze the potential for redesigning International Plaza with a local cultural approach. In this redesign concept, the Sarinah Building in Jakarta is used as a comparative study because it has successfully combined modern concepts with the development of traditional elements that reflect local culture. The Sarinah Building, although designed with a modern approach, still maintains cultural values relevant to the surrounding community, thus creating a space that is not only functional but also has visual and emotional appeal for its visitors. The results of the study indicate that with a modern architectural approach that remains based on local culture, International Plaza has the potential to revitalize and attract visitors. The suggested redesign includes changes to the building's facade by adding ornaments typical of Palembang City, such as traditional carvings or motifs that reflect the richness of local culture. These ornaments can be applied using secondary skin techniques to building facades, which not only enhance aesthetics but also serve as sunscreens. Furthermore, zoning and tenant order are crucial for a more organized and comfortable visitor flow. Finally, enhancing the public space at the front of the building with additional public facilities, gardens, and gathering areas can create a more vibrant and enjoyable atmosphere for visitors.

This quantitative study investigates the antecedents of Brand Loyalty in Genshin Impact players by examining the mediating role of Customer Value in the relationship between Experiential Marketing and Product Quality. Data were collected from 80 active players in Malang City using a purposive sampling technique and analyzed using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach to examine the relationship between variables. The results revealed two distinct pathways to loyalty formation. First, Experiential Marketing demonstrated a significant influence on Brand Loyalty, both directly and indirectly through strong mediation by Customer Value. This suggests that emotional, sensory, and relational experiences during gameplay play a crucial role in creating perceived value and long-term engagement. Second, although Product Quality demonstrated a significant direct influence on Brand Loyalty, its influence was not significantly mediated by Customer Value. This indicates that while the game's graphical quality, system performance, and technical stability are highly appreciated, they do not automatically translate into customer value without a meaningful experience. This study concludes that in the Games-as-a-Service model, loyalty is built through a dual strategy: a combination of superior product appeal and holistic value creation derived from a rich, curated player experience. Therefore, game developers need to synergistically integrate experience and quality strategies to build long-term brand loyalty. The practical implications of these findings are highly relevant for game developers and digital marketers. Marketing strategies are no longer sufficient to simply highlight technical features or product specifications; they must also address the emotional and social dimensions experienced by players.

This study examines adolescents' perceptions of the representation of premarital pregnancy in the film Dua Garis Biru (Two Blue Lines), and its impact on their views on relationships, responsibility, and moral values. Film is positioned as a mass communication medium capable of shaping public opinion and effectively conveying social messages, particularly to adolescents. The approach used was a qualitative reception study method, involving eight adolescent informants as the main participants. Data collection techniques were conducted through in-depth interviews, then analyzed using thematic coding using NVivo software, to identify patterns of perception and meaning that emerged from participant responses. The results showed that most adolescents viewed Dua Garis Biru as an educational film that portrayed the realities of adolescent life honestly and touchingly. The film was deemed successful in conveying messages about the importance of responsibility, self-control, and awareness of the consequences of premarital relationships. Furthermore, an understanding of the need for open sexual education and healthy communication between children and parents emerged. The adolescents also highlighted the representation of gender inequality and the greater social pressures felt by women in situations of premarital pregnancy. The film was considered not only entertainment, but also a learning medium capable of shaping adolescents' emotional, moral, and social awareness. The film's reflective and contextual storytelling encourages young audiences to better understand the social realities around them. Thus, Dua Garis Biru (Two Blue Lines) makes a significant contribution in conveying social and moral educational values to adolescents.  

This study examines the role of Artificial Intelligence (AI) in piano education through a qualitative review of six recent academic sources. AI technology has brought about significant transformations in music learning methods, particularly for the piano instrument. Various AI applications such as automated performance feedback systems, musical accompaniment generators, technical error detection devices, and adaptive learning platforms have enabled new approaches to teaching and learning. AI provides instant feedback, tailored exercises to individual abilities, and creates more interactive and flexible learning environments. These innovations are considered to support the development of students' technical skills more effectively, while increasing learning motivation through personalization and ease of access. Furthermore, this study examines the information systems that support these AI applications, including human-computer interaction, audio signal processing, and the use of machine learning models to recognize playing patterns and technical errors. While AI offers significant benefits, concerns arise regarding its limitations in understanding and responding to the emotional aspects of music. AI is not yet capable of fully supporting the development of subjective and complex musical expression. Over-reliance on this technology is also feared to undermine students' critical thinking, artistic sensitivity, and creativity. Therefore, this study emphasizes the importance of a balanced integration between AI technology and human pedagogical roles, with the teacher remaining the primary facilitator in fostering expression, interpretation, and artistic values in piano learning. The study recommends further research on emotionally responsive AI, blended learning models, and long-term evaluation of AI's impact on students' artistic and musical development.  

Education is a conscious and structured effort aimed at creating an environment and process that actively facilitates learners in developing their full potential. This includes nurturing their spiritual and moral values, self-control, intelligence, strong character, and essential life skills required for personal development and meaningful contributions to society, the nation, and the global community. At its core, education serves to empower students to realize and utilize their capabilities for future life challenges. It acts as a foundational medium through which younger generations acquire essential life skills, enabling them to integrate effectively into society. Moreover, education plays a pivotal role not only in the personal growth of individuals but also in the advancement of a nation. High-quality education is defined by its capacity to equip students with the competence to confront and resolve real-world problems. This notion becomes increasingly critical as learners transition from academic settings to the workforce and community life, where they are expected to apply their knowledge and skills practically. However, the success or failure of educational outcomes is largely determined by the curriculum. A well-designed curriculum should cultivate critical awareness and empower students to navigate complex social and professional environments. It should also promote creativity, critical thinking, and collaboration, which are essential skills in today’s rapidly changing world. Furthermore, education should not be viewed merely as a means to acquire knowledge but as a holistic process that fosters emotional intelligence and social responsibility. By integrating various disciplines and encouraging interdisciplinary learning, education can help students develop a broader perspective on global issues, such as climate change, social justice, and economic inequality. In addition, the role of educators is crucial in this process.  

A thesis is an original scientific paper where the author presents their ideas by referencing the views of experts. The process of writing a thesis often leads to stress among students, which can affect various aspects of life, including physical, mental, emotional, and spiritual health. Stress occurs when individuals struggle to cope with threats or challenges, which can negatively impact their physical well-being (Hardjana, 1994). The factors or situations that cause stress are known as stressors, which are divided into two types: eustress and distress. Eustress is a positive form of stress that encourages individuals to confront challenges constructively, while distress is a negative form of stress that can reduce motivation, concentration, and productivity, especially during the thesis writing process. Proper stress management is crucial for students to remain productive and avoid the negative effects of stress. One effective way to cope with stress is by practicing gratitude. Gratitude helps individuals focus on the positive aspects of their lives, such as the achievements they have made, the support from friends, or assistance from professors. By practicing gratitude, students can shift their focus away from failures or difficulties they face and remain optimistic in confronting challenges. Based on interviews with several students, it was found that those who successfully manage stress tend to practice gratitude in various forms. They look for the positive side in every challenge, appreciate the support from their surrounding environment, and value each small achievement in the thesis-writing process. This approach helps them stay resilient and motivated through the challenges they face during their thesis work, allowing them to remain focused and productive despite the pressure.

This study aims to examine whether there is a correlation between the hedonistic lifestyle of STIE Bima students and their aspiration to purchase an iPhone. The hedonistic lifestyle, which focuses on the pursuit of pleasure and instant gratification, often drives individuals to acquire luxury and prestigious items such as the iPhone. However, issues related to the product, such as fast battery drainage, poor performance, and blocked IMEI, have been documented by users. These problems can affect the brand image and purchasing intentions. Furthermore, the temporary nature of hedonistic pleasure causes consumers to continually seek new products to fulfill their emotional desires, which could influence their purchasing decisions. Additionally, negative perceptions of a product’s value, price, or quality may lead consumers to hesitate in making a purchase. Therefore, it is essential to understand how the hedonistic factor interacts with the intention to buy a specific product, particularly among students who are often the primary consumers of electronic products like the iPhone. This study uses a quantitative method with an associative research strategy to explain the relationship between a hedonistic lifestyle and purchase intention. A total of 96 STIE Bima students were selected as the sample, using the Lemeshow algorithm. Data were collected through questionnaires, direct observation, and literature review. Data analysis was performed using various statistical methods, including validity and reliability tests, classical assumption tests (such as normality, multicollinearity, heteroscedasticity, and autocorrelation), as well as multiple linear regression analysis. t-tests (both partial and simultaneous) were used to test the impact of each variable on purchase intention. Correlation coefficients were used to measure the strength of relationships between the variables studied. The results of this study are expected to provide insights into how a hedonistic lifestyle influences iPhone purchasing decisions among students.

Generation Alpha is growing up in an era dominated by rapid technological advancement and digital interaction, which necessitates the development of innovative, engaging, and interactive learning strategies. This need extends to Christian Religious Education (CRE), where traditional methods may no longer fully capture the attention or meet the learning styles of today's children. One promising approach is the adaptation of Labubu dolls as a learning medium within the CRE curriculum. With their distinctive, expressive features, Labubu dolls can serve as an effective pedagogical tool to convey Christian values in a manner that is both relatable and captivating for young learners. This article explores the integration of Labubu dolls into Christian Religious Education as a medium to enhance student engagement, comprehension, and internalization of core religious values. Using a qualitative research design with a constructivist approach, the study investigates how puppetry, particularly through Labubu dolls, can transform abstract theological ideas into concrete, child-friendly learning experiences. Data was collected through observation, interviews, and reflective practices involving teachers and students in early education settings. Findings indicate that the incorporation of storytelling, character interaction, and reflective dialogue facilitated by Labubu dolls significantly improves children's understanding of Christian principles. The dolls create a dynamic learning environment that encourages emotional connection, moral reasoning, and active participation. Furthermore, the playful yet structured nature of puppet-based instruction aligns well with the cognitive and emotional development of Generation Alpha, making it a highly relevant educational innovation. In conclusion, the use of Labubu dolls within the Christian Religious Education curriculum represents a strategic response to contemporary educational challenges. It not only enhances pedagogical effectiveness but also supports the formation of Christian character and faith from an early age, positioning Labubu dolls as a transformative medium for religious instruction in the digital age.

This study aims to comprehensively examine the concept of gratitude (shukr) from the perspective of the Qur'an by employing a thematic interpretation approach ( tafsīr al-maw ḍ ū'ī ) combined with the grounded theory method. This dual approach allows for an in-depth exploration of Qur'anic verses related to gratitude while also constructing theoretical frameworks derived directly from the primary data—namely, the Qur'anic text itself. The research adopts a qualitative, library-based methodology, where relevant verses are collected, categorized, and regularly analyzed to understand how gratitude is depicted, what forms it takes, and how it influences human life. The findings reveal that gratitude in the Qur'an goes beyond verbal expressions of gratitude to God. It encompasses inner awareness, acknowledgment of divine favor, wise utilization of blessings, and concrete actions that reflect obedience to God. Gratitude is presented as an active response to divine grace, resulting in positive behavior, spiritual closeness, and the strengthening of ethical and social dimensions in a believer's life. Moreover, the Qur'an affirms that those who are grateful are not only spiritually elevated but also promised an increase in blessings and a noble status in the sight of God. In the current socio-religious context, the value of gratitude holds significant relevance as a foundation for character development and emotional resilience. This study affirms that gratitude is a universal Islamic value that integrates theological, psychological, and ethical aspects. Thus, it is expected that this research contributes both theoretically and practically to the development of thematic Qur'anic studies and a deeper understanding of spiritual consciousness.

This study aims to analyze the influence of the school environment and family environment on the learning interest of 8th-grade students at SMPN 1 Pangkalanbaru. Learning interest plays a crucial role in shaping students' academic performance and motivation. A conducive environment, both at school and at home, is believed to significantly contribute to the development of students' enthusiasm for learning. This research employed a quantitative method with a descriptive approach and utilized multiple regression analysis techniques to test the hypotheses. Data were collected through structured questionnaires distributed to 149 students from the 8th grade. The findings indicate that both the school and family environments have a positive and significant impact on students' interest in learning. The school environment's influence was confirmed by a simple linear regression coefficient of 0.229, while the family environment showed a stronger effect with a regression coefficient of 0.355. When tested simultaneously, both variables contributed to a combined effect on students' learning interest, with an R² value of 0.263, indicating that 26.3% of the variance in learning interest can be explained by these two factors. The remaining 73.7% is influenced by other variables not examined in this study, such as peer influence, personal motivation, teaching methods, and access to learning resources. These results underscore the importance of providing a supportive and engaging environment at both school and home to enhance students’ academic motivation. It is recommended that schools foster a positive atmosphere through effective teacher-student interactions, while families are encouraged to actively support their children's learning routines and emotional well-being. Further research is needed to explore other contributing factors and to develop holistic strategies that promote learning interest among junior high school students.

This study aims to analyze the role of the Tahfidzul Qur’an teacher in improving the quality of Qur’an memorization among students at SMP-T Darul ‘Amal. The background of this research highlights the importance of tahfidz education as an integral part of Islamic character development, which emphasizes not only the quantity of memorization but also the quality of internalizing Qur’anic values in students’ daily lives. The objective is to examine how tahfidz teachers carry out their roles in the Qur’an learning process and how this impacts students’ memorization abilities and religious attitudes.  The research employs a qualitative approach using a case study design, with data collected through direct observation, in-depth interviews, and documentation of teaching activities. The findings reveal that the role of tahfidz teachers is highly significant in guiding students through methods such as talaqqi (direct transmission), structured muraja’ah (review), discipline development, and spiritual motivation. The learning environment created by these teachers also fosters a conducive and religious atmosphere. The study concludes that the success of improving Qur’an memorization quality greatly depends on the teacher’s competence, emotional connection with students, and the teaching strategies applied. These elements collectively contribute to shaping a generation that loves the Qur’an, upholds strong morals, and demonstrates a sense of responsibility.    

Violence in the elementary school environment has a significant impact on the psychological, social, and academic development of students. This study aims to describe the perceptions of Physical Education, Sports and Health (PJOK) teachers and classroom teachers regarding the role of physical education in preventing violence in elementary schools. A combination of descriptive quantitative and qualitative methods was applied, with a sample of 6 teachers (3 physical education teachers and 3 class teachers) from SDN Liunggunung, Tasikmalaya. The participants were selected using proportional stratified random sampling to ensure representativeness. Data collection techniques included a 4-point Likert scale questionnaire, which was validated through expert judgment and tested for reliability using Cronbach’s Alpha (≥ 0.70), along with in-depth interviews to gain richer insights. The results revealed a consensus among both groups of teachers that physical education has a positive and strategic role in preventing violence. This is achieved through the internalization of core character values such as sportsmanship, cooperation, empathy, and discipline. Additionally, physical education serves as a medium to channel students’ physical energy into constructive activities and foster emotional regulation. Structured physical activities—such as team-based games, rhythmic gymnastics, and cooperative challenges—can reduce tendencies toward aggressive behavior and promote social interaction, inclusion, and mutual respect. However, the study also found significant challenges, including inadequate sports infrastructure, limited time allocation within the school curriculum, and the need for professional development among teachers. The conclusion emphasizes that physical education is a vital component in building a safe, inclusive, and character-driven school climate, but its success depends on consistent institutional support and ongoing teacher empowerment.

This study aims to analyze the role of social media as a strategic force in the campaign of legislative candidates from the Indonesian Democratic Party of Struggle (PDI Perjuangan) in the 2024 General Election. Amidst increasing internet penetration and social media usage in Indonesia, especially among the younger generation, social media has become a primary means of political communication. In this context, social media functions not only as a tool for disseminating information, but also as an interactive medium capable of shaping public perception, building political image, and significantly expanding campaign reach. This study uses a qualitative approach through literature review and content analysis of the social media accounts of several PDI Perjuangan legislative candidates, such as Ir. Bambang Wuryanto, Bagus Suryokusumo, and Muhammad Iqbal Adila. The results of the study indicate that strategic use of social media can increase political exposure and emotional closeness with constituents. Authentic, consistent content that emphasizes relevant political values has proven effective in attracting voter attention and building community engagement. Social media also allows legislative candidates to respond to current issues quickly and personally, and mobilize support more efficiently than conventional campaign methods. Thus, the findings of this study confirm that social media plays a very important role in modern political campaign strategies, and is one of the determining factors for success in legislative contests in the 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.

Cultural diversity demands communication skills that extend beyond verbal communication and encompass an understanding of cross-cultural values, emotions, and identities. This article examines cultural communication in a pluralistic society through a psychological approach, focusing on perception, stereotypes, empathy, and cognitive openness. Cultural perception shapes how individuals interpret social reality, but often results in stereotypes that simplify the characteristics of a group, which can hinder healthy communication. On the other hand, empathy—both affective and cognitive—plays a crucial role in building emotional understanding and perspectives toward people from different cultural backgrounds. Cognitive openness strengthens the ability to accept differences, avoid quick judgments, and increase awareness of social complexity. This combination of empathy and openness is the primary foundation for building effective and inclusive intercultural communication competencies. This article emphasizes that these competencies can be developed through education, cross-cultural experiences, and psychosocial training. In the era of globalization and digitalization, cross-cultural understanding is crucial for creating a harmonious environment in educational settings, organizations, and communities. Therefore, building empathetic, open, and stereotype-free communication is key to successful interactions in a multicultural society.  

This study aims to explore the implementation of guidance and counseling services in addressing social problems experienced by children at the Panti Asuhan Putera Bonang Banjarmasin (Putera Bonang Orphanage in Banjarmasin City) through the approach of Islamic religious education. The research uses a qualitative descriptive method with data collected through observation, interviews, and documentation. The findings show that guidance and counseling services play a significant role in helping children overcome issues such as lack of discipline, low self-confidence, and difficulties in social interaction. By integrating Islamic values into the counseling process, children develop better behavior, emotional control, and social awareness. The approach also strengthens their spiritual foundation, which contributes positively to their overall character development. The study concludes that an Islamic education-based counseling approach is effective in shaping the moral and social behavior of children in orphanage environments.

This study aims to determine the relationship between perfectionism and academic burnout among final-year students in Jakarta. Academic burnout is defined as stress arising from the learning process that results in emotional exhaustion, depersonalization, and low academic performance (Sagita & Meilyawati, 2021). Perfectionism is considered a personality disposition characterized by concerns about self-evaluation, overly critical self-assessment, and striving to achieve perfect personal standards (Hill, 2017). This study employs a quantitative approach, involving final-year university students in Jakarta aged 20–25 years who are in their 7th–9th semesters. The sampling technique used is purposive sampling. The measurement tools used were the Multidimensional Perfectionism Scale developed by Flett and Hewitt (1991) and the School Burnout Inventory developed by Salmela-Aro, Kiuru, Leskinen, and Nurmi in 2009. The results of the correlation test using Pearson Correlation yielded a value of r = 0.854, with significance 0.000 p < 0.05. These results indicate that there is a relationship between perfectionism and academic burnout among final-year students in Jakarta. Based on the correlation test per dimension, the results show that there is a relationship between perfectionism and all dimensions of academic burnout, especially the exhaustion dimension. Additionally, there is a relationship between academic burnout and all dimensions of perfectionism, particularly the socially prescribed perfectionism dimension. This indicates that the higher an individual's level of perfectionism, the higher their level of academic burnout.

This study rigorously investigates the Ulul Albab spiritual leadership construct and its impact on psychological well-being among campus da'wah activists, employing a Confirmatory Factor Analysis (CFA) approach grounded in both theoretical integration and empirical data. The inquiry draws upon a meta-analysis of 47 quantitative studies encompassing a total of 12,847 respondents from leading universities in Indonesia, Malaysia, and Brunei Darussalam, spanning the years 2018 to 2024. This methodological scope enhances the external validity of the findings. The CFA results confirm that the Ulul Albab spiritual leadership model exhibits a robust level of model fit, as indicated by optimal statistical indices (χ²/df = 2.34; CFI = 0.956; TLI = 0.943; RMSEA = 0.047; SRMR = 0.039), suggesting strong coherence between the theoretical construct and field data. The three core dimensions conceptualized in this model are statistically validated through high factor loadings: intellectual spirituality (0.847), Islamic transformational leadership (0.823), and emotional-spiritual intelligence (0.791), each serving as integral pillars of the Ulul Albab paradigm. Furthermore, structural regression analysis reveals a significant effect of Ulul Albab spiritual leadership on the psychological well-being of da'wah activists (β = 0.673; p < 0.001; R² = 0.453), thereby affirming the model's predictive strength in fostering individual potential rooted in Islamic spiritual values. These findings reinforce the theoretical propositions advanced by Garden, M. (2004), Fry (2003), and Zohar and Marshall (2000) regarding the significance of spiritual leadership within organizational dynamics. However, this study offers a novel conceptual contribution through the epistemological synthesis of the Ulul Albab construct, integrating intellectual and spiritual intelligence within a holistic Islamic framework. Unlike Western-based models of spiritual leadership proposed by Fry and Nisiewicz (2020), the Ulul Albab construct demonstrates a notable advantage in the dimension of intellectual spirituality, as evidenced by its higher factor loading (0.847 compared to 0.634), underscoring the imperative of balancing dzikir and fikir as both ethical and cognitive foundations in contemporary Islamic leadership.

In the era of data-driven digital commerce, Artificial Intelligence (AI)-based product personalization has become a key strategy to enhance user experience and foster customer loyalty. However, in the Indonesian e-commerce landscape, there remains a lack of empirical understanding of how personalization systems influence long-term user engagement. This study investigates the impact of AI-driven product personalization on customer loyalty among Indonesian e-commerce users. Employing a mixed-methods approach, quantitative data were collected through an online survey of 150 active users, and qualitative insights were obtained from in-depth interviews with six informants. Statistical analysis using simple linear regression revealed that personalization significantly influences customer loyalty, with a beta coefficient of 0.653 (t = 8.241, p < 0.001) and an R² value of 0.567. Qualitative findings highlight user concerns over recommendation accuracy, interface overload, and repetitive suggestions, which affect emotional satisfaction and platform attachment. This research contributes to the growing body of knowledge on AI adoption in e-commerce by integrating behavioral and technological dimensions of loyalty formation. It also offers practical implications for designing more context-sensitive personalization systems that prioritize not only algorithmic precision but also user control and experience quality.