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Adelia Ashari; Mulyadi Mulyadi; Romida Arta Uli S.; Ana Husnul Hotimah; Yurika Bil Khoirin

Jurnal Riset Ilmu Pendidikan, Bahasa dan Budaya 2025 Asosiasi Periset Bahasa Sastra Indonesia

School management quality is a vital factor in determining the success of the educational process, yet current efforts often appear partial and sub-optimal due to shortcomings in planning, supervision, and human resource development. This library research, employing a descriptive analytical method and systematic literature review through academic databases, aimed to analyze the crucial role of educational leadership in enhancing school management quality. The findings indicate that the core tasks of educational leadership encompass strategic planning, resource management, academic supervision, and integrated decision-making, all of which are fundamental for quality-oriented school governance. Effective leadership is characterized by vision, strong communication, adaptability, and a deep commitment to professional development. The study concludes that the success of improving school management quality is highly dependent on the principal’s ability to execute leadership tasks that are visionary, professional, strategic, and sustainable. Therefore, it is strongly recommended that principals consistently enhance their managerial and supervision competencies and cultivate a school culture that is professional and oriented towards continuous quality improvement.  

Lutfiah Lutfiah; Mazaya Nazhira Alfrans; Deani Jenlionika Br Saragih; Putri Melisa Hasibuan; Eva Betty Simanjuntak

Publikasi Para ahli Bahasa dan Sastra Inggris 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study analyzes pronunciation learning activities in the English class at SDN 060877 through direct classroom observation techniques. The research aims to understand how teachers organize pronunciation instruction, the strategies applied during learning sessions, and the level of student participation in practicing correct sounds, stress patterns, and intonation. Using a qualitative descriptive approach, data were collected through on-site observations focusing on teaching procedures, interaction patterns, learning media, and students’ responses. The findings indicate that pronunciation learning is integrated into reading and speaking activities, where the teacher models sound, guides repetition drills, and provides corrective feedback. Students demonstrate varied levels of confidence, with some actively engaging in pronunciation tasks while others rely heavily on teacher prompts. Environmental factors, such as limited audio-media tools and large class size, affect the intensity and effectiveness of practice sessions. Despite these challenges, classroom interactions show that learners gradually improve their sound accuracy and rhythm through continuous modeling and peer practice. This study concludes that direct observation provides comprehensive insights into real classroom dynamics, revealing both the strengths and areas needing improvement in pronunciation teaching. Recommendations are offered to enhance instructional techniques, learning materials, and student engagement.

Devita Oktarini; Sapto Pramono; Sri Roekminiati

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study aims to describe and analyze the factors that influence employee job satisfaction at PT Trans Jaya Papua by employing a qualitative descriptive method supported by observation and semi-structured interviews with 12 employees across different departments. The findings reveal that job satisfaction arises from a combination of internal and external factors that interact to shape employees’ overall perceptions of their work. Internal factors consist of individual attitudes, motivation, and the quality of interpersonal relationships, all of which determine how employees respond to daily tasks and workplace dynamics. External factors include leadership style, salary, work environment, and organizational support, each playing a crucial role in shaping employees’ sense of stability and fairness. The results highlight that positive work attitudes and effective communication are the most dominant contributors to employee satisfaction, strengthened by adequate compensation and supportive supervision from leaders. The study concludes that job satisfaction can be further improved through transparent communication, equitable reward systems, and consistent leadership involvement in employee development. These findings provide practical implications for management, particularly in formulating more responsive human resource strategies aimed at enhancing employee performance and organizational effectiveness.

Vivilia Agnata Mudi; Magdhalena Tasik Todingrara

Jurnal Hukum, Pendidikan dan Sosial Humaniora 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The principle of freedom of contract is a fundamental concept in civil law that provides parties with the autonomy to form, determine the content of, and implement an agreement. However, the development of information and communication technology has brought about the phenomenon of the digital economy, which has transformed patterns of contractual relationships, particularly through electronic contracts. The characteristics of digital contracts uniform, instantaneous, and generally expressed in standard clauses raise the question of the extent to which the principle of freedom of contract remains relevant. This article aims to analyze the concept of freedom of contract in civil law, its application in the digital economy, and to assess its relevance in addressing contemporary legal challenges. The research employs a normative juridical method with statutory, conceptual, and comparative approaches. The findings indicate that the principle of freedom of contract continues to hold relevance, but its application cannot be understood in absolute terms. In the digital context, the principle requires reinterpretation by taking into account contractual justice and consumer protection.

Lira Tasya; Erika Ratte; Tirsa Tirsa; Nita Toding; Silas Paruru Palabiran

Jurnal Riset Ilmu Pendidikan, Bahasa dan Budaya 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study aims to analyze how the implementation of the Kurikulum Merdeka supports the cultivation of Christian moral values among senior high school students in Christian Religious Education (PAK) classes. Using a library research method, the study reviews various written sources including books, scholarly articles, and curriculum documents to obtain a comprehensive understanding of how Christian values are integrated into PAK learning. The findings reveal that the Kurikulum Merdeka provides wide opportunities for student-centered, contextual, and character-oriented learning through the Profil Pelajar Pancasila (P5) Project. Christian values such as love, honesty, responsibility, forgiveness, and compassion can be internalized through intracurricular, co-curricular, and experiential project-based activities. The role of teachers as moral exemplars is crucial in guiding students’ character formation. The study also identifies several challenges, including the influence of digital culture, lack of role models within families, and limited instructional time. In conclusion, the implementation of the Kurikulum Merdeka has significant potential to foster Christian character in students, yet requires collaborative support from schools, families, and churches to achieve maksimal outcomes.

Emiliano Eo Kutu Go’o; Frederika Susanti; Maria Atris Wolo; Elisabeth Fidella; Patricia Matilda Tina +1 more

Jurnal Riset dan Inovasi Manajemen 2025 International Forum of Researchers and Lecturers

This study aims to analyze business development strategies through a SWOT analysis approach for Patricia Aksesoris, focusing on understanding the internal and external conditions that influence business development. The analysis results show that Patricia Aksesoris has strengths in good product quality and a variety of attractive designs. However, this business also faces weaknesses, such as limitations in promotion and capital that can limit expansion. Opportunities that can be exploited include the growing trend in accessories and the great potential for marketing through digital platforms. On the other hand, the main threats faced are intense price competition and rapid changes in consumer tastes. Based on these findings, the recommended strategies to increase business competitiveness are strengthening marketing through social media, improving customer relationships, and improving operational management to achieve greater efficiency. With these strategies, Patricia Aksesoris can strengthen its position in the market and achieve sustainable growth.

Sabil Syuhada; Muhammad Nobel Maulana; Adilla Fauziah Aliva; Niki Salwanabila; Srihana Marhadi

Reflection : Islamic Education Journal 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

Indonesia’s rich religious, ethnic, and cultural diversity has long been accompanied by challenges related to socio-religious conflict. One important yet often overlooked dimension is intra-religious tension, illustrated by the differing perspectives of Nahdlatul Ulama (NU) and Muhammadiyah—the two largest Islamic organizations in the country. This study examines how these organizations manage their doctrinal differences (khilafiyah) and uphold tolerance as an expression of the First Principle of Pancasila. Using a qualitative literature review, the research analyzes organizational documents, scholarly works, and academic articles concerning both groups. Findings show that their divergence stems primarily from distinct methodological frameworks. NU follows the Aswaja tradition, accommodating local culture through the concept of Islam Nusantara, adhering to classical jurisprudential schools, and applying the maxim al-muhafadzah. In contrast, Muhammadiyah employs the Manhaj Tarjih and a Tajdid (renewal) approach centered on purification and modernization, forming the basis of its Progressive Islam vision. Despite differences in jurisprudential practice, both organizations share a commitment to moderation (wasathiyyah). NU expresses tolerance through its principles of Tawassuth, Tawazun, Tasamuh, and the Trilogy of Brotherhood, whereas Muhammadiyah emphasizes justice and respect for diversity in its Guidelines for Islamic Life. Their mutual acceptance of Pancasila—as Darul Ahdi wa Syahadah for Muhammadiyah and the foundation of Ukhuwah Wathaniyah for NU—demonstrates that internal Islamic pluralism can strengthen, rather than weaken, national unity.

Ahmad Zulkifli Abdallah; Ahsanu Taqwim; Endah Triwisudaningsih

Nusantara Mengabdi Kepada Negeri 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This Community Service (PKM) activity aims to assist students of Madrasah Tsanawiyah Shirojut Thalibin in understanding the adolescent development period through the perspectives of Aristotle, Comenius, and Charlotte Bühler. The mentoring was motivated by the complexity of physical, emotional, social, and spiritual changes during adolescence and the low interest of students in studying the stages of human development. The activity was carried out for one week through educational, interactive, and collaborative strategies, using participatory discussion methods, theoretical explanations contextualized with the realities of adolescent life, varied learning media, role simulations, and joint evaluation and reflection. The subjects of the activity were students of MTs Sirajut Thalibin Racek Village, Tiris District, Probolinggo. The results of the mentoring showed an increase in students' understanding of the stages of adolescent development, a higher awareness of maintaining physical and mental health, and a better ability to link personal changes with developmental tasks and life goals. Teachers and the madrasah also experienced positive impacts in the form of strengthened understanding of adolescent characteristics and adjustments to a more holistic learning approach. This activity produces scientific articles, activity documentation, and student work products, while also recommending the integration of human development material in learning and guidance programs to support the moral, intellectual, social, and spiritual development of adolescents.

Saryadi Saryadi

Jurnal Inovasi Riset Ilmu Kesehatan 2025 Pusat Riset dan Inovasi Nasional

The transition to the remote working era has reached a point of stabilization as a fundamental structure in the 2025 global employment landscape. This systematic literature review aims to evaluate the impact of remote work on employee productivity, mental well-being, and the role of Artificial Intelligence (AI) integration. By analyzing large-scale secondary data (>10,000 participants) from various authoritative databases, the study finds that productivity experienced a net increase of 13% to 22%. The primary driver is the average commute time saving of 72 minutes per day, which is converted into productive work hours. However, findings also indicate a risk of digital burnout in 69% of respondents due to an "always-on" work culture. AI integration has assisted 65% of workers in automating administrative tasks, shifting focus toward strategic work. This research concludes that the success of remote work models requires a shift in leadership style toward trust-based management and formal policies regarding the "right to disconnect.".

Rostina Rostina

International Journal of Multilingual Education and Applied Linguistics 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study explores the role of English in supporting the academic and professional development of management students, based on the lecturer’s reflections as both lecturer and researcher. As English becomes increasingly important in global education and employment, many students are required to read academic materials, complete assignments, and communicate using English. This study focuses on how English for Specific Purposes (ESP), especially Business English, helps students build discipline-related skills and prepare for real workplace communication. Using an autoethnographic approach, the researcher collected data from self-interviews, reflective teaching journals, and informal student feedback over one semester. Thematic analysis was used to identify patterns in the lecturer’s experiences and observations. The findings show that English supports students’ academic growth by helping them understand textbooks, research articles, and business case studies. Students gained confidence in reading and presenting academic information after completing guided tasks. The results also indicate that ESP based on activities such as email writing, meeting simulations, and presentations strengthened students’ employability skills. These tasks helped students feel more prepared for internships and early career responsibilities. Additionally, the study highlights the importance of reflective teaching. By analyzing classroom challenges and student needs, the lecturer was able to improve teaching strategies, select more authentic materials, and provide better support for learners. This research shows that integrating ESP with employability goals can create meaningful learning experiences for management students. When English teaching is connected to real professional contexts, students develop both language proficiency and practical communication skills. The study also encourages lecturers to use reflection as a tool to enhance teaching quality and better support students’ academic and career preparation.

Siti Ulfatul Faizah; Tisa Reta Vianda; Sudarmiatin Sudarmiatin; Wening Patmi Rahayu

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the brand equity strategy and perception of Tomoro Coffee Blimbing based on four main dimensions: brand awareness, brand association, perceived quality, and brand loyalty. A descriptive qualitative approach was used through in-depth interviews with management, baristas, and customers. The data were then analyzed thematically through data reduction, presentation, and conclusion drawing. The results show that Tomoro Coffee's brand awareness is strongly formed through store expansion, social media activities, and a memorable slogan. Brand associations are perceived as modern, aesthetic, and closely related to youth lifestyles, although there is still a conflict between premium and economical images. Regarding quality perceptions, customers value consistent coffee taste and service, but perceived value is still influenced by promotions. Customer loyalty varies, with some indicating repeat visits due to quality, while others rely on promotions and situational needs. This study concludes that Tomoro Coffee's brand equity is quite strong, but needs to be strengthened with perceived value and fostering emotional loyalty. The implications of these findings can inform the development of marketing strategies and brand management in the increasingly competitive coffee shop industry.

Natasya, Novyra Tedi; Linda, Nuramal; Dalimunthe, Riska Aulia; Siregar, R. Maisaroh Rezyekiyah

Jurnal Pengabdian Sosial 2025 Lembaga Pengembangan Kinerja Dosen

In the era of globalization, university graduates are required to have the ability to implement knowledge in real practice, which is realized through the Field Work program. This study aims to evaluate the compliance of Task Force reporting at PT PLN (Persero) North Sumatra Main Distribution Unit (UID North Sumatra). The method used is a quantitative approach with K-Means Clustering. Compliance reporting data was obtained from internal company documents, which then went through the preprocessing and clustering stages using the K-Means algorithm, with the determination of the optimal cluster number through the Elbow and Silhouette methods. The K-Means clustering analysis results identified two groups of units with different levels of compliance. Cluster 2, consisting of UP3 Binjai and UP3 Sibolga, showed a higher and more consistent level of reporting compliance. In contrast, Cluster 1 (including UP2D, UP3 B. Barisan, UP3 L. Pakam, UP3 Medan, UP3 Medan Utara, UP3 Nias, UP3 P. Sidimpuan, UP3 P. Siantar, and UP3 Prapat) had a tendency for lower compliance. This finding indicates a difference in reporting consistency that affects the effectiveness of work safety supervision. The K-Means method is proven to help PLN management identify units with low compliance, allowing corrective actions to be prioritized appropriately.

Nabila Salwa

Democracy is not only understood as a political system and state institutional mechanisms, but also as a value and culture of life that must be instilled from an early age. This article aims to examine the role of the family as the primary informal educational institution in developing a civilized democratic character in children. Through a literature review and descriptive-qualitative analysis, this article examines the concept of family-based democratic education, referring to theories of social and moral development and the dynamics of Indonesian democracy over time. The study's findings indicate that families play a strategic role in instilling democratic values ​​such as justice, responsibility, tolerance, deliberation, and respect for differences through daily practices, including open dialogue, parental moral role models, the division of tasks and responsibilities, and children's involvement in family decision-making. Empirical findings from a case study in Yogyakarta confirm that children raised in democratic families have better social, emotional, and political awareness skills. Family-based democratic education has been shown not only to shape children's behavior within the home environment but also to prepare them to become critical, ethical citizens capable of constructive participation in society and the nation. Thus, the family is the primary and irreplaceable foundation for building a civilized and sustainable democracy.

U. Sri Wulndari; Tomi Tomi

Lembaga Pengembangan Kinerja Dosen 2025 Lembaga Pengembangan Kinerja Dosen

The Bemeteng tradition in Cempaka Hamlet, Tebas Sungai Village, Tebas District, Sambas Regency, is a form of community mutual cooperation in helping to organize wedding parties, especially for families who experience economic limitations. The implementation of the event involves extended family, neighbors, and local residents, while the main responsibility remains with the host. This tradition reflects the value of togetherness, social solidarity, and a culture of helping in community life. This study uses a qualitative method with a historical and sociocultural approach. Data was collected through observations, interviews with traditional leaders, religious leaders, and communities, and documentation studies. The analysis was carried out through data reduction, data presentation, and conclusion drawing to understand the dynamics and sustainability of the Bemeteng tradition during the period 2001–2025. The results of the study show that the implementation of Bemeteng began with a call from the community by the sarok about one week before the party. The Head of the Hamlet opened the activity by conveying the host's wishes, followed by the division of tasks such as collecting aid, kitchen work, and welcoming guests, then closed with prayers and a simple banquet. This tradition developed from a simple self-help pattern (2001–2010), underwent revitalization (2011–2019), restrictions during the pandemic (2020–2021), and has been active again since 2022 with digital support and cultural policies. The community views Bemeteng as an important heritage that strengthens unity and is in line with the values of deliberation and helping in Islamic teachings.

Sitti Atiyatul Mahfudoh; Eny Latifah; Mi’ah Mi’ah; Riskiyah Riskiyah; Inayatus Syarifah +1 more

Jurnal Pengabdian dan Perubahan Sosial 2025 Lembaga Pengembangan Kinerja Dosen

The quality of madrasah education is strongly influenced by the effectiveness of institutional management. Madrasah Miftahul Hidayah Bulay, as an Islamic educational institution, faces challenges in management practices that have an impact on educational quality. This Community Service Program (Pengabdian kepada Masyarakat/PKM) aims to improve educational quality through madrasah management training based on Participatory Action Research (PAR). The PAR approach was implemented by actively involving the head of the madrasah, teachers, and educational staff in all stages of the program, including problem identification, action planning, training implementation, and reflection and evaluation. The methods used included observation, focus group discussions, participatory lectures, and case studies. The results indicate an improvement in participants’ managerial understanding and skills, particularly in program planning, task organization, leadership, and evaluation of madrasah management. In addition, the training encouraged the development of a more collaborative and well-directed work culture. Therefore, PAR-based madrasah management training has proven effective in strengthening institutional governance and contributing to the sustainable improvement of educational quality at Madrasah Miftahul Hidayah Bulay.

Cacang Cacang; Nurdin Nurdin; Amin Abdillah; Imam Asrofi; Ramdani Sutrisna +2 more

Jurnal Pendidikan Dirgantara 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to thoroughly examine the triadic relationship among the Internalization of Aswaja An-Nahdliyah Values, the Pedagogic Competence of Ustadz/Ustadzah, and the Academic Supervision by the Kyai at the Salafi Sunanul Huda Islamic Boarding School in Sukabumi Regency. The research urgency is based on the vital role of the pesantren (Islamic boarding school) as a fortress of moderate ideology and the existence of a research gap that has not holistically integrated these three variables within the specific Salafi-Nahdliyyah context of the locus. The Aswaja An-Nahdliyah values central to the internalization process include Tawasuth (moderation), Tasamuh (tolerance), I'tidal (justice/firmness), Tawazun (balance), and Amar Ma'ruf Nahi Munkar (enjoining good and forbidding wrong). This internalization is carried out through the formal curriculum (teaching Kitab Kuning using the Sorogan and Bandongan methods) and the non-curricular aspects (Kyai/Ustadz role-modeling and pesantren living values). The study utilizes a qualitative approach with a Case Study design. Data collection employs Method Triangulation involving In-depth Interviews (Kyai, Ustadz, Students), Limited Participatory Observation (learning processes and cultural activities), and Document Study (Lesson Plans, curriculum, and supervision reports). Data analysis employs the interactive model of Miles, Huberman, and Saldana (Data Condensation, Data Display, and Conclusion Drawing). The research findings are expected to formulate the Integrated Model of Triguna Santri in Aswaja An-Nahdliyah Internalization, which synergizes traditional pesantren methods with culture-based quality assurance. Practically, these findings will provide blueprints for quality assurance (Cultural-Authoritative Academic Supervision) and recommendations for pedagogical strategies for Ustadz/Ustadzah to enhance the transfer of values from the cognitive level to the affective and behavioral domains. This model is expected to become a benchmark for developing educator competence and strengthening religious moderation in similar pesantren.

Zahwa Anzhella Pasya; Syarifah Annas Tasya; Juwita Widianingrum; Anis Muslikhah; Ahmad Mustain Nasoha

Majelis : Jurnal Hukum Indonesia 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

 Islamic boarding schools (pesantren) play a strategic role in shaping the character, morality, and spirituality of the Indonesian nation as traditional Islamic educational institutions that have long contributed to social and religious life. Although their existence has been legally recognized through Law Number 18 of 2019 on Pesantren, the integration of Pancasila values into pesantren curricula continues to face several challenges, particularly in aligning these values with the provisions of the National Education System Law (UU Sisdiknas). This study aims to analyze the legal standing of pesantren within the national education system, identify opportunities and obstacles in implementing Pancasila Education in pesantren environments, and formulate policy recommendations that strengthen the internalization of national values. Using a normative juridical approach, this research examines national education regulations and religious education frameworks to understand the role of pesantren in supporting national development based on Pancasila. The findings of this study are expected to serve as a reference for the government, education stakeholders, and pesantren administrators in optimizing the role of pesantren as centers of character and civic development, as well as enhancing public understanding of the importance of harmonizing religious education with national civic education.

Maharani, Maharani; Endaryati, Eni; Kusumo, Haryo; Rokhman, Nur

KOMPAK : Jurnal Ilmiah Komputerisasi Akuntansi 2025 Universitas Sains dan Teknologi Komputer

This study aims to analyze the effect of taxpayer compliance and taxpayer awareness on the obligation to pay individual income taxes in Tasikmadu District. Taxes are the primary source of state revenue; therefore, compliance and awareness play a crucial role in optimizing tax collection. However, the compliance level of individual taxpayers in Tasikmadu District remains suboptimal, as many taxpayers have not fulfilled their obligations accurately and on time. This research employed a quantitative approach with a survey method. The population consisted of individual taxpayers registered in Tasikmadu District, and a total of 400 respondents were selected using Slovin’s formula. Data were collected through questionnaires with a Likert scale and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of statistical software. The results indicate that taxpayer compliance has a positive and significant effect on the obligation to pay taxes. Taxpayer awareness also shows a positive and significant effect. Simultaneously, compliance and awareness significantly influence individual tax obligations in Tasikmadu District. The adjusted R² value of 0.420 demonstrates that these two variables explain 42.0% of the variation in tax obligations, while the remaining 58.0% is influenced by other factors not examined in this study. Based on these findings, it is recommended that the Directorate General of Taxes improve tax education and socialization programs, as well as expand the use of technology-based tax services to strengthen taxpayer compliance and awareness. Strengthening these aspects is expected to enhance tax revenue optimization and support sustainable national development.

Akbar Amin; Alfina Jannah; Bhernanda Artino; Sudarmiatin Sudarmiatin; Ita Wilujeng

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Café retrorika is one of the cafes located in Batu City, Malang, which adopts a green marketing concept with a unique aesthetic touch, combining the concepts of “Retro” and “Eco-friendly”, where almost all of the café’s furniture and decorations are made from recycled materials, such as old windows, used motorcycle tanks, gas cylinders and rims, which are transformed into high-art decorative elements. Awareness of the importance of sustainable business is growing, including in the culinary sector. Cafes and restaurants now compete not only in terms of taste and service but also in their commitment to environmentally friendly concepts. Moreover, today’s consumers are increasingly selective in choosing places to eat that support local products, use environmentally friendly materials, and strive to reduce plastic waste. This is one of the reasons for building cafes with different concepts, as done by the owner and founder of Retrorika café. This study uses a qualitative approach with a case study research type. Data collection techniques include participant observation, interviews and documentation. The result show that Retrorika café was built based on the personal idealism of its owner as a green movement activist, rather than market calculations. The café’s “Retro” identity serves as physical evidence of sustainability practice through the use of used furniture while also creating a nostalgic experience. Its marketing strategy focuses on education through the Re-dukaci program, Retrorika goes to Halokes and Sa-Si-Su as an effort to prove the authenticity of green practices and mitigate greenwashing. These results can be concluded that the founder’s passion shapes the Green Corporate Identity and becomes a source of sustainable competitive advantage that is difficult to imitate.

Mellisa Zahra Nuraini; Nurifa Aulia Anggraeni; Rasifa Mar Atuzzulfa; Ruth Natalia Susanti

Jurnal Publikasi Ilmu Psikologi. 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

This study aims to analyze consumer behavior towards two ready-to-drink beverage brands, Wedrink and Mixue, in Kudus Regency, as well as the psychological, social, and cultural factors that influence consumer preferences. The method used is descriptive quantitative with 26 respondents aged <18 to >27 years, selected through purposive sampling. Data were collected using a 20-item Likert scale questionnaire and in-depth interviews. The results show that consumer preferences are influenced by the taste of the drink, ease of access, price/promotion, as well as social and social media influence. The consumption of trendy drinks like Wedrink and Mixue not only satisfies physiological needs but also serves as a means of self-reward, relaxation, and social identity affirmation. Consumers tend to choose Mixue due to its ease of access and greater number of outlets, while Wedrink attracts attention with its distinctive flavor variants and unique experience. This study shows that the behavior of young consumers is influenced by a combination of rational, emotional, and symbolic factors, with social media playing a significant role in shaping brand perceptions and preferences. These findings provide insights for producers in designing marketing strategies that consider the social and emotional dimensions of consumers.