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Herman Sjahruddin; Muh. Irfai Sohilaw; Hardiani Hardiani; Zulkarnain Basir; Andi Sulfati +3 more

Jurnal Pengabdian Sosial dan Kemanusiaan 2025 Lembaga Pengembangan Kinerja Dosen

This community service aims to foster and develop an entrepreneurial spirit among teenagers in Sanrobone Village, Takalar, through the optimization of Micro, Small, and Medium Enterprises (MSMEs) based on local potential. Teenagers are identified as strategic assets that need to be empowered for economic independence and job creation. The method of implementing this activity adopts a participatory and educational-practical approach, including the preparation stage, implementation of training and mentoring, and monitoring and evaluation. A total of 35 teenagers from Sanrobone Village were actively involved in a series of basic entrepreneurship training, identification of local business opportunities, technical production skills workshops, and simple digital marketing. The results of the activity showed a significant increase in teenagers' understanding of the concept of entrepreneurship from just selling to creating value. They succeeded in identifying 15 potential business ideas from local resources and 20 teenagers were able to produce product prototypes from these ideas. In addition, the initiative to form five micro-business groups initiated by teenagers is clear evidence of the growth of motivation and collaboration. In conclusion, this program is effective in laying a strong foundation for the development of a youth entrepreneurship ecosystem in Sanrobone Village, which is supported by the potential of natural resources and the enthusiasm of the participants. It is recommended that there be ongoing mentoring, facilitation of access to micro-capital, strengthening of networks, and integration of entrepreneurship curriculum in schools to ensure the sustainability and long-term impact of the program.

Ade Anggelina Fauziah; Fitria Nur Ahmad; Afwan Syahril Manurung

Merkurius : Jurnal Riset Sistem Informasi dan Teknik Informatika 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The development of information and communication technology has led to major disruption in the mass media industry. Digitalization has not only changed the way information is produced and distributed, but also influenced the organizational structure, business model, and overall media management strategy. This study aims to analyze the forms of mass media management transformation in responding to changes in the modern communication landscape. Using a qualitative approach and case study method in two mass media in Indonesia, data was obtained through literature studies and observations. The results of the study indicate that the mass media are restructuring their organizations by forming digital divisions, implementing revenue diversification strategies, and utilizing digital technology in content production and distribution. In addition, it was also found that the media faces serious challenges such as the digital competency gap, algorithmic pressure, and ethical dilemmas related to journalistic professionalism. This transformation requires media management to be adaptive, data-based, and to maintain the principles of journalistic ethics in the decision-making process. This study contributes to the development of media management theory and offers practical recommendations for industry players in facing the increasingly complex digital communication ecosystem.

Noor Alif Roihatul Jannah; Nia Mintarsih

Jurnal Ekonomi Keuangan Syariah dan Akuntansi Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study observes how influencers sell sharia products through live selling on the TikTok platform and analyzes it from the perspective of muamalah fiqh and how it impacts the Islamic economy. This study shows that sharia-based direct selling can increase market access, expand the reach of sharia MSMEs, and encourage the development of a sharia-based digital economy. This can be seen from the transaction process and the sharia principles that must be adhered to. This study also emphasizes the importance of openness, honesty, and acceptance of contracts to ensure that the transactions carried out are halal and valid according to fiqh. Using a qualitative descriptive analysis methodology supported by literature and direct observation data, it was revealed that direct buying and selling practices can teach people the concept of Islamic economics and encourage ethical or sharia-compliant buying and selling behavior. However, violations of sharia principles such as marketing of illicit goods and fraudulent practices require ongoing supervision and training. This study shows that sharia live selling on TikTok can be an effective way to empower the people's economy and develop a sharia-based and ethical digital economic ecosystem.

Silvy Nur A; Siska Afriyanti A; Wafda Aufa A; Wuli Oktiningrum

Hikmah : Jurnal Studi Pendidikan Agama Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This qualitative study investigates the role of digital literacy in developing the competencies of prospective elementary school (SD) teachers in Indonesia. Literature studies show that teacher competencies, encompassing pedagogical, personality, social, and professional aspects, are crucial and influenced by various factors, including digital literacy. The digital literacy gap among SD teachers is attributed to a lack of technology-integrated training, infrastructure disparities, insufficient motivation and support, lack of self-confidence, and low awareness of the importance of digital literacy. This research highlights the importance of enhancing the digital literacy of prospective SD teachers to support their competencies. Proposed strategies include integrating digital literacy into the curriculum, practice-based training, enhancing lecturer competencies, developing a campus digital ecosystem, collaborating with industry, and implementing digital-based evaluations. In conclusion, improving the digital literacy of prospective SD teachers is a crucial step in enhancing the quality of education in Indonesia.

Ira Yulistin; Nayla Kamilatul Mukaromah; Rahmawati Rahmawati

Jurnal Ekonomi Keuangan Syariah dan Akuntansi Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The development of digital technology has revolutionized consumption patterns among consumers, including Muslim consumers. Digitalization has not only brought convenience and efficiency, but also created new challenges in the application of Islamic consumption values. Consumption, which is viewed as part of worship in Islamic economics, requires adherence to the principles of halal, thayyib, justice, prohibition of israf and gharar, and social responsibility. This study aims to conceptually examine how consumers play a role in strengthening the Islamic economy in the digital age, as well as how Sharia consumption principles can be ethically implemented in a dynamic digital environment. The method used is a literature review, examining various academic literature, scientific journals, and documents related to Islamic economics and the digitalization of consumption. The findings indicate that Muslim consumers hold a strategic position in shaping value-based markets, driving the growth of the halal sector, and supporting the sharia-compliant SME ecosystem. On the other hand, low sharia-based digital literacy and the dominance of digital consumerist culture pose challenges that must be anticipated. Strengthening literacy, adaptive regulations, and collective awareness transformation are needed to create a digital consumption pattern that is blessed, fair, and sustainable in accordance with the objectives of Islamic law.

Haryaji Catur Putera Hasman; Nindya Yunita

POTENSI : Jurnal Pengabdian Kepada Masyarakat 2025 Fakultas Ekonomi dan Bisnis UNDARIS

Adolescents are among the most active users of social media, yet their usage often lacks direction toward productive and positive purposes, including Islamic preaching. This community service activity aimed to enhance the interest and capability of the youth at Al-Qohhar Mosque in utilizing social media as a platform for da’wah through a social media marketing approach. The program was conducted over three days and included observation, interactive training, and mentoring through a Focus Group Discussion (FGD). The results showed a significant improvement in participants’ understanding of digital preaching ethics, their ability to create engaging Islamic content, and increased parental involvement in guiding responsible social media use. This activity successfully fostered collaboration among youth, families, and the mosque community to build a value-based Islamic digital da’wah ecosystem

Rossa Amalia Lestari; Raihan Afif Kamal; Andi Amri

Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research aims to analyze the evolution and innovation of sharia savings products in Indonesia through a literature-based qualitative approach. The background of the research is based on the significant growth of the national sharia banking sector, driven by government regulations, technological advancements, and changes in customer preferences. This study uses a literature review method by analyzing various secondary sources such as scientific journals, regulations, and financial reports to identify the patterns of Islamic savings product development over time. The research results show that the transformation of sharia savings products is driven not only by religious aspects but also by the demand for service efficiency and financial inclusion. The merger of several Islamic banks into Bank Syariah Indonesia also accelerated the digitalization of Islamic savings services. Although there are challenges such as low Islamic financial literacy and limited infrastructure, development opportunities remain wide open through educational strategies and the integration of the halal ecosystem. Innovations such as the opening of online accounts and the diversification of goal-based products have successfully increased sharia financial inclusion, particularly among the younger generation. The implications of this research emphasize the importance of adaptive product development strategies, financial education, and cross-sector collaboration to strengthen the competitiveness and sustainability of sharia savings products in Indonesia.

Fitri Natasha Dachi; Urbanisasi Urbanisasi

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2025 Pusat Riset dan Inovasi Nasional

Crypto asset transactions in Indonesia have rapidly developed alongside financial technology advancements, yet they pose legal challenges concerning investor protection. Under Indonesian civil law, civil liability for investor losses may be based on Article 1243 and Article 1365 of the Civil Code, depending on whether the loss arises from a breach of contract or an unlawful act. Additionally, the Consumer Protection Act may serve as a legal basis in cases involving violations of consumer rights. However, the application of such liability encounters juridical obstacles, including the absence of specific regulations defining the legal status of crypto assets as legal objects, regulatory gaps regarding business actors’ obligations, and evidentiary difficulties due to the anonymous nature of digital transactions. In this context, regulatory reform is essential to establish legal certainty and effective investor protection. The regulation should include digital security standards, transparent risk disclosures, and dispute resolution mechanisms. Active roles of Bappebti and the Financial Services Authority (OJK) in oversight, as well as legal literacy for the public, are critical to creating a responsible and secure crypto asset trading ecosystem.

Muh. Fadlan Alfri Jamil; Agussalim Agussalim

Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

In the era of rapid digital transformation, digital sovereignty has become a strategic issue for ASEAN countries, including Indonesia. Digital sovereignty encompasses a country's ability to manage data, technological infrastructure, and information systems independently without foreign intervention. This study aims to analyze Indonesia's strategies in strengthening digital sovereignty through regional cooperation within ASEAN. A descriptive qualitative approach is employed to illustrate the dynamics of Indonesia’s domestic and regional policies, with data obtained from literature studies, official government documents, and international publications related to cybersecurity. The findings indicate that Indonesia is actively developing national policies such as the Personal Data Protection Act (PDP Law), building national digital infrastructure, and launching strategic projects such as the SATRIA-1 Satellite. At the regional level, Indonesia plays an active role in forums such as the ASEAN Digital Ministers' Meeting (ADGMIN) and ASEAN-CERT, as well as initiating the establishment of the ASEAN Digital Resilience Task Force. However, significant challenges remain, including institutional fragmentation at the national level, digital infrastructure gaps, limited human resources, and varying political commitments among ASEAN member states. This study concludes that Indonesia's strategy must be accompanied by strengthened inter-agency coordination, capacity building of human resources, and harmonization of regional digital policies to create a secure, sovereign, and inclusive ASEAN digital ecosystem.

Syarifah Ajijah; Siti Aisyah; Mutia Rahmania Fitriyani

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

Financial inclusion is an important pillar in equitable economic development, especially in Indonesia with a majority Muslim population. However, the contribution of Islamic financial institutions (LKS) to national financial inclusion is still low due to limited innovation, access, and public literacy about Islamic finance. This study aims to analyze the role of LKS innovation in accelerating financial inclusion in Indonesia. The research method uses a descriptive qualitative approach with literature studies and secondary data analysis from various related reports and publications. The results show that service digitalization, product diversification, and strengthening the halal ecosystem are the main strategies of LKS innovation. Digital innovations such as sharia mobile banking, fintech, as well as microfinance services and the halal sector have proven effective in expanding access to Islamic finance, especially for MSMEs and communities in remote areas. Synergy between the government, regulators, and industry players is needed to create an inclusive and sustainable Islamic financial ecosystem. The implications of this study emphasize the importance of continuous innovation and Islamic financial literacy education to increase the role of LKS in supporting national economic growth based on Islamic values.

Mondol, Md. Anas; Uddaula, Md. Ashaf; Hossain, Md. Safaet; Siddika, Mst. Ayesha

TechComp Innovations: Journal of Computer Science and Technology 2025 Pusat Riset dan Inovasi Nasional Mabadi Iqtishad Al Islami

This study presents an advanced AI-powered framework to detect and prevent cyberbullying across diverse social media platforms using a multiclass classification approach. Addressing the growing complexity and linguistic diversity of online abuse, the research integrates various machine learning (RF, LR, SVM) and deep learning (Bi-LSTM, BERT) models trained on a balanced dataset covering bullying categories based on religion, age, ethnicity, gender, and neutral content. Data preprocessing, tokenization, feature extraction via TF-IDF and CountVectorizer, and class balancing using SMOTE were applied to enhance model accuracy. The proposed system further supports real-time detection through social media APIs, offering dynamic monitoring and intervention capabilities. Among the tested models, Random Forest and BERT achieved the highest classification performance with 94% accuracy. Despite its robust architecture, limitations include dependence on English-language datasets, exclusion of multimodal data (e.g., memes, audio), and API restrictions that challenge scalability. Future development will focus on incorporating vision-language models and optimizing the system for real-time, multilingual, and multimodal environments. This study contributes to digital safety efforts by proposing a scalable and adaptive detection system suitable for safeguarding users from evolving forms of online harassment.

Maesaroh Lubis; Neni Nuraeni; Lilis Lismayanti; Mujiarto Mujiarto; Elfan Fanhas Fatwa Khomaeny +2 more

International Journal of Educational Research 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

Digital transformation in health education opens up innovative opportunities to improve clean and healthy living behavior skills in the adolescent population. This study aims to analyze the effectiveness of education through digital media in improving clean and healthy living behavior skills in guidance studio students in Malaysia. The research method uses a mixed-method approach with a participatory action research design that integrates cooperative learning as the main strategy. The subjects of the study involved 32 students of Sanggar Bimbingan Kampung Pandan Malaysia consisting of 18 male students and 14 female students with an age range of 12-16 years. The intervention was carried out for 12 weeks using the "PHBS Digital Learning" application platform that integrates interactive multimedia features, quizzes, virtual simulations, and group discussion forums. Data collection was carried out through validated pre-test and post-test instruments with a Cronbach's Alpha reliability of 0.847. The results showed a significant increase in the composite knowledge score of 56.0% with a very large effect size (Cohen's d = 4.22), while practical skills increased by an average of 63.2% across all indicators. The digital platform facilitated 847 discussion posts with high engagement levels, reaching an average usage duration of 47.3 minutes per session. The transformation of student attitudes experienced a substantial increase from an average score of 2.3 to 4.2 on a scale of 1-5, with behavioral sustainability maintained by up to 78.1% of students in the follow-up evaluation. This study proves that digital media has high effectiveness in improving clean and healthy living behavior skills through the integration of cooperative learning and digital technology that creates a comprehensive and sustainable learning ecosystem.

Pirma Ivan Ricky Manurung; Marice Simarmata

Presidensial : Jurnal Hukum, Administrasi Negara, dan Kebijakan Publik 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The digitalization of healthcare services has emerged as a pivotal catalyst in modernizing Indonesia’s health system, delivering enhanced efficiency, accessibility, and integrated service quality. This study employs a qualitative literature review approach to explore the implementation of digital transformation strategies in hospitals, with a particular emphasis on ethical challenges and patient data security. The findings reveal that the adoption of technologies such as artificial intelligence, Internet of Things, and telemedicine accelerates service delivery and broadens medical outreach, especially in remote areas. Nevertheless, critical issues arise concerning the vulnerability of health data to breaches, misuse, and cyber threats, exacerbated by uneven digital infrastructure and limited technological literacy among healthcare professionals. Proposed strategies include strengthening data protection regulations, improving human resource capacity, and fostering cross-sectoral collaboration to establish a secure and ethical digital healthcare ecosystem. Through comprehensive management of these challenges, healthcare digitalization is expected to expedite the achievement of SDG 3 and bolster public trust in the national health system.

Hana Reswara Ardiana; Baidhowi Baidhowi

Mahkamah : Jurnal Riset Ilmu Hukum 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The development of digital technology has brought various innovations to the financial system, one of which is sharia crowdfunding. As a form of technology-based fundraising based on sharia principles, this mechanism aims to avoid elements of usury, gharar, and maysir which are prohibited in Islam. This article discusses the legal aspects and operational mechanisms of sharia crowdfunding from the perspective of Islamic law and regulations in Indonesia. By using a qualitative research method based on literature analysis, sharia crowdfunding has a strong legal basis through the fatwa of the National Sharia Council-Indonesian Ulema Council (DSN-MUI) and the regulations of the Financial Services Authority (OJK). In practice, sharia crowdfunding uses various contracts such as mudharabah, musyarakah, and wakalah bil ujrah to ensure fair and transparent transactions. Although it has promising prospects, challenges such as lack of sharia financial literacy, limited specific regulations, and digital security aspects are still major obstacles in its implementation. Therefore, collaboration between regulators, industry players, and the community is needed to encourage a more inclusive and sustainable sharia crowdfunding ecosystem.  

Aulia Putri Siagian; Siti Marfuah Bako; Muhammad Faisal Haririe Nasution; Imam Fitrahwan; Siti Suaibah Nsution

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

In the era of globalization and the Fourth Industrial Revolution, Micro, Small, and Medium Enterprises (MSMEs) face significant challenges to remain relevant and competitive, one of which is through digital adaptation. However, digital adaptation among MSMEs still encounters various obstacles, especially in using food delivery platforms such as GoFood and GrabFood, including high commission fees, unilateral order cancellations, and slow technical responses. This study aims to analyze the adaptability of MSMEs to digitalization and its impact on business sustainability and performance amid the digital economic transformation. This research applies a qualitative phenomenological approach involving MSME actors from various business sectors. Data were collected through interviews and observations to explore the lived experiences of MSME actors in facing digital challenges. The results indicate that the success of MSME digital adaptation depends not only on internal capabilities but also on external support from platform providers and the government. Synergy among business actors, digital service providers, and policymakers is essential to create an inclusive and sustainable digital ecosystem for MSMEs.

Marwela Remini Seo; Endi Tanaem; Omega Bia; Heldi Efraim Amung; Hemi Damnosel Bara Pa

Sabar : Jurnal Pendidikan Agama Kristen dan Katolik 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The information technology revolution has drastically changed the world of education, especially in the context of learning evaluation. The implementation of Artificial Intelligence (AI) offers an innovative solution to replace traditional assessment methods that are often unable to measure student competencies comprehensively. With real-time data analysis capabilities, AI can provide more personalized and adaptive assessments, helping students understand their learning process better. This study aims to explore the impact of AI on educational evaluation, identify benefits and challenges, and recommend best practices for AI integration. The method used is a literature review with a descriptive analytical approach, collecting various relevant studies to support the analysis. The results of the study indicate that AI has the potential to revolutionize the education evaluation system in Indonesia by increasing the accuracy and efficiency of assessments. However, challenges such as limited infrastructure and lack of educator competence remain a concern. Therefore, collaboration between the government, educational institutions, and industry is needed to create an adaptive and responsive learning ecosystem. With the right investment in AI technology, the future of learning evaluation is expected to be more accurate and effective, preparing students to face challenges in the digital economy era.

Maria Ayulina Da Noa; Mariana Gresiani Livince Naggo; Iganasius Damianus Nong Kelvin; Mariandus Evanson Sari; Silvana Mariabel Carcia

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

The continuous development of technology compels companies to consistently adapt to advancements across various aspects of life. Digital transformation has become an essential need for many organizations today as a strategy to improve service quality and operational efficiency. Alfamart, one of Indonesia's leading retail companies, is currently adopting digital transformation in its business processes. The acceleration of digital transformation in Indonesia necessitates the application of digital technology as a basic platform to support the Industry 4.0 ecosystem, leveraging technologies such as the Internet of Things (IoT), big data, artificial intelligence (AI), and augmented reality. This research employs a qualitative approach and descriptive analysis method to evaluate the impact of digital transformation on PT. Sumber Alfaria Trijaya, Tbk (Alfamart), specifically at the Nangahure unit located in Sikka Regency. Analysis is conducted through data reduction, data presentation, and conclusion drawing stages. The research results indicate that the management system at Alfamart Nangahure has been applied in a structured manner and in accordance with the policy standards set by the headquarters. The system includes a well-organized organizational structure, efficient operational management, systematic human resource management, as well as regular evaluation and monitoring processes that support the achievement of store operational targets.

Hasnah Tapa; Ika Devi Pramudiana; Dian Feriswara; Feri Ramadhan

International Journal of Social Science and Humanity 2025 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Registration counter services as the main gateway for patient interaction with hospitals play a crucial role in shaping public perception of the quality of health services. However, Kaimana Hospital faces challenges such as long queues, limited physical facilities, and reliance on coordination between units, which have the potential to reduce patient satisfaction. This study aims to analyze the gap between patients' expectations and perceptions of the quality of registration counter services using the SERVQUAL model, focusing on five dimensions: Reliability, Assurance, Tangibles, Empathy, and Responsiveness (responsiveness). The qualitative-descriptive method is applied through direct observation during the workday, semi-structured interviews and analysis of secondary documents. The results of the study showed that officers were considered competent in providing Assurance information  and showed spontaneous empathy for the Empathy vulnerable group. However, the Reliability  dimension is hampered by long queues and reliance on the availability of medical personnel, while Tangibles is limited to physical facilities that are less adaptive during visitor density. Responsiveness is also influenced by fluctuations in the number of patients and coordination between units that are not optimal. The main gap lies in the absence of a digital queuing system, structured inclusive protocols, and standardization of officer competencies. Strategic recommendations include certification-based HR training, integration of digital queue technology, infrastructure optimization, and strengthening operational coordination. This research emphasizes the importance of a holistic approach to create an inclusive, efficient, and sustainable service ecosystem, as well as a reference for regional hospitals in improving the quality of services based on the SERVQUAL model.  

Rahma Fitri Amelia Hasibuan; Muhammad Abdillah; Nadilah Andini; Fitria Mukhtar Siregar; Annisa Putri Andini Tanjung

Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The rapid development of the digital economy has transformed the labor landscape with the emergence of a new type of employment contract known as platform contracts, which differ from conventional formal employment contracts. This phenomenon poses significant challenges regarding legal protection for workers, especially in ensuring basic rights and social justice in the digital era. This study aims to analyze the comparison of legal protection between workers bound by formal employment contracts and digital platform workers. The research method used is qualitative descriptive with a literature review from various relevant primary and secondary sources. The results reveal that formal workers receive stronger and more comprehensive legal protection through existing labor regulations, whereas platform workers face legal status ambiguity, leading to minimal protection and risks of exploitation. This study emphasizes the importance of adaptive legal reforms to accommodate changes brought by the digital economy by expanding the definition of workers and providing equal legal protection for platform workers. In conclusion, regulatory updates and collaboration among various stakeholders are necessary to create a fair and sustainable work ecosystem in the digital era.

Erwin Permana; Lidya Putri Wulandari; Tambun Roma Tio Br Sihaloho; Riskon Ginting

Jurnal Ekonomi Keuangan Syariah dan Akuntansi Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The skin and hair care industry has experienced rapid growth in recent years. As the digital ecosystem becomes more established, various local products have the opportunity to emerge and exist in the market. Among the local products that have just emerged and found a place in the hearts of consumers is Lavojoy. Research on digital marketing strategies for imported products has been carried out very often, while for local products, especially skin and hair care products, has not been done much. This study aims to analyze Lavojoy's digital marketing strategy in increasing consumer loyalty. The research was conducted using a descriptive qualitative approach. Research data were obtained from the results of digital observations and data searches in various popular site databases related to the research problem. The results of the study show that the digital utilization strategy allows Lavojoy to build a loyal customer community through interactive content, collaboration with influencers, and active engagement through live and polling features. Two-way interactions carried out on Instagram, TikTok, and YouTube have a significant impact on brand awareness and customer emotional attachment to the brand. In addition, e-commerce optimization carried out through exclusive promo strategies, cashback, loyalty programs, and live shopping features has succeeded in increasing customer retention and encouraging repeat purchases. To increase the effectiveness of digital marketing strategies in the future, Lavojoy is advised to increase personalization in digital marketing by utilizing artificial intelligence (AI) and customer data analysis to offer a more personalized shopping experience, as well as developing content and product recommendations tailored to each customer's preferences, both through social media and e-commerce.