SciRepID - Scientific Publication Search

Publication Search

50,562 articles from 425 journals · 1,447 citations tracked

Showing 301-320 of 341

Analytics

Gimson Sitinjak; Menderita Lilis Helena Purba; Hisardo Sitorus

Jurnal Riset Rumpun Ilmu Bahasa 2026 Pusat riset dan Inovasi Nasional

The goal of Christian education is not only to increase students' knowledge but also to shape character that reflects the values ​​of faith in Christ. In the context of a diverse society, an inclusive and tolerant attitude towards differences is crucial for students. This paper aims to illustrate how students can be shaped to develop an inclusive and tolerant attitude based on the values ​​of the Christian faith. Through Christian Religious Education (PAK) learning that emphasizes love, respect for one another, justice, and peace, students are encouraged to recognize that every human being is created in the image and likeness of God. An inclusive and tolerant attitude can develop when students understand that differences are part of God's plan and implement this in their interactions with others. Therefore, Christian education plays a crucial role in instilling the value of Christ's love so that students can live peacefully together, appreciate differences, and become role models in a diverse society.

Asika Zahrah; Siti Nurharisha; Melisa Febrianti Sofyan; Rismawati Rismawati

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

Reading ability is a basic skill that plays a crucial role in the success of students' learning process. However, various studies indicate that the reading ability of junior high school students remains low. This study aims to analyze the reading ability of students at the UPT SMP Negeri 2 Mappakasunggu using Alfred Schutz's social phenomenology perspective. The research approach used was qualitative with descriptive methods. Data collection techniques included in-depth interviews, observation, and documentation of students and teachers. The results indicate that students' low reading ability is not solely caused by cognitive factors but is also influenced by subjective meanings formed through students' social experiences. The lack of a literacy culture in the family and school environment results in reading not being perceived as an important or enjoyable activity. Furthermore, the dominant use of gadgets for entertainment creates habits that reduce students' interest and concentration in reading texts. From Alfred Schutz's social phenomenology perspective, these conditions are related to students' lifeworlds and stock of knowledge, which shape their perspectives and actions toward reading. This study concludes that improving students' reading ability requires a comprehensive approach, taking into account experiences, social interactions, and the formation of meaning in reading in students' daily lives.

Kennedi Turnip; Anabel Yocelyn Ariella Sianturi; Hawila Manik; Jhensi Echa Flora Hutasoit; Dionisius Sihombing +1 more

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the contribution of business innovation in increasing repeat orders in micro, small, and medium enterprises (MSMEs), with a case study on Nelzz Juice operating in MMTC, Medan City. The research employs a qualitative case study approach, combining in-depth interviews with the owner and staff, direct observation of business operations, and documentation analysis related to business strategies and sales data. The findings indicate that the innovations implemented by Nelzz Juice cover several aspects, namely product innovation, service innovation, and digital marketing strategy innovation. Product innovation is carried out through the selection of fresh and high-quality ingredients, the development of creative menu variations tailored to consumer preferences, and appealing product presentation. Service innovation is reflected in the improvement of service quality, faster order processing, and enhanced friendliness and interaction with customers. Meanwhile, digital marketing innovation has proven effective in expanding consumer reach, increasing engagement, and promoting customer loyalty. The study confirms that the consistent and sustainable application of innovation not only enhances customer satisfaction but also directly contributes to an increase in repeat order frequency. Therefore, business innovation can be considered a key strategy for MSMEs to face market competition, maintain business sustainability, and support sustainable economic growth.

Sudirwo Sudirwo; Didik Sofian Hariyadi; Rusobby Andika Kumajaya

Integrated System and Management Technology 2026 Asosiasi Pengelola Jurnal Informatika dan Komputer Indonesia

The integration of Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) systems has emerged as a critical strategy for modern digital enterprises aiming to enhance customer experience and operational efficiency. This study examines the impact of CRM-ERP integration on customer satisfaction, personalized service, and organizational responsiveness. By adopting a mixed-methods approach, this research combines quantitative customer data analysis and qualitative managerial interviews to assess the benefits and challenges of CRM-ERP integration. Key findings highlight significant improvements in customer experience, with increased satisfaction and personalized interactions facilitated by a unified view of customer data. Operational efficiencies were also realized through streamlined processes, better alignment of departments, and enhanced decision-making based on real-time, data-driven insights. Despite these positive outcomes, challenges such as system integration complexities, data fragmentation, and resistance to change were identified, which hindered the speed of integration and full utilization of the systems. This study demonstrates that CRM-ERP integration provides a competitive advantage by improving both customer service and business agility, particularly in industries undergoing digital transformation. For digital enterprises, integrating these systems is crucial for maintaining a seamless customer experience across various touchpoints and achieving greater operational effectiveness. The paper concludes by suggesting future research on the long-term impact of CRM-ERP integration on customer loyalty, business growth, and the potential role of emerging technologies like AI and blockchain in further enhancing these systems.

Amelia Fitri Indarti; Hanifa Putri Wardhani; Jovanka Jovanka; Siska Amalia; Erik Saut Hatoguan Hutahaean

Jurnal Pengabdian dan Keberlanjutan Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

Individuals with mental disabilities commonly experience difficulties in self-awareness and emotion regulation, which negatively affect social functioning and psychosocial well-being. These conditions were also observed among beneficiaries in the assisted community, who demonstrated limitations in recognizing emotions, expressing feelings, and engaging in social interactions. This community service program aimed to strengthen self-awareness and emotional regulation skills among individuals with mental disabilities through a psychosocial approach. The program employed activity-based psychoeducation using participatory and supportive methods, including emotional recognition training, self-reflection, positive emotional stimulation, and structured group support. The results indicated improvements in beneficiaries’ ability to identify and express basic emotions, increased self-confidence, enhanced emotional stability, and more active social participation. Qualitative observations revealed behavioral changes from passive tendencies to more responsive and cooperative involvement in group activities. These findings suggest that activity-based psychosocial interventions are effective in improving psychosocial well-being among individuals with mental disabilities.

Saparwati, Mona; Trimawati Trimawati; Abdul Wahid; Ucta P

Bumi: Jurnal Hasil Kegiatan Sosialisasi Pengabdian kepada Masyarakat 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The growing use of smartphones among adolescents carries a high risk of addiction, which can negatively impact physical, mental, and social well-being. To address this issue, a community service program was implemented to conduct early detection of gadget addiction among high school students and provide educational health media to raise knowledge and awareness about excessive smartphone use. The program involved 240 students of SMA Negeri 1 Tuntang and was conducted in three stages: screening, development of educational materials, and health counseling. Screening used the short version of the Smartphone Addiction Scale and revealed that 90% of students were classified as addicted. Prior to counseling, 81.25% of students had low levels of knowledge regarding healthy gadget use, which significantly improved after the intervention, with 83.4% achieving high knowledge levels. Health counseling proved crucial in enhancing students’ understanding and promoting responsible smartphone habits. The program highlights the importance of collaborative efforts by schools, parents, and students to limit smartphone use, encourage physical activity, and foster face-to-face social interactions to support adolescent well-being.

Intan Khoirotul Awaliya; Nori Aggraini

Jurnal Riset Rumpun Ilmu Pendidikan 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to conduct an in-depth analysis of the psychological journey of the character Rangga Raja in the novel 0 MDPL by Nurwina Sari. The main focus of the study is to identify the inner conflicts experienced by the protagonist as well as the dynamics of the personality structure consisting of the Id, Ego, and Superego that shape his psychological development throughout the storyline. This research employs a literary psychology approach using a qualitative descriptive method, conducted through a literature review and document analysis of the novel text as the primary data source. The findings indicate that Rangga Raja experiences complex emotional conflicts resulting from past trauma, experiences of loss, and failures in romantic relationships. These conditions are reflected through the tensions and interactions between the Id, Ego, and Superego within himself. The process toward the “zero point” (0 MDPL) is interpreted as a symbol of an identity crisis phase as well as a stage of self-reconstruction, in which the protagonist undergoes processes of reflection, self-acceptance, and openness to change. In addition, Rangga’s interactions with other characters, such as Andini, La Nina, and Nadia G. Sahara, play an important role in his psychological recovery and healing process. This study confirms that the novel 0 MDPL represents a profound reflection on human psychological dynamics, the search for identity, and the gradual process of inner healing.

Moh. Alex Arifin; Ummi Maulidatus Syahro; Nurhasani Nurhasani; Ahmad Ilzamul Hikam

Publikasi Para ahli Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study analyzes Tretan Muslim's Mutant series as a digital cultural text containing social criticism through the approach of Karl Marx's literary sociology. Amidst the limited academic studies on digital humor as a medium of social representation, this study investigates how class relations, social conformity, and symbolic domination are represented through the humorous interactions of the characters. Using qualitative methods with content analysis, data were obtained from in-depth observations of several key scenes and supported by literature on Marxism, social criticism, and digital culture. The results show that humor in Mutant works through three main layers: (1) class representation, (2) critique of conformity culture, and (3) commodification of identity. Thus, this study confirms that Mutant functions not only as entertainment, but also as a medium of social criticism that reveals the mechanisms of domination and resistance in contemporary society. These findings contribute to the expansion of the study of literary sociology in the context of digital culture and open up new reading spaces for humor as a means of social reflection.

Diyah Andini Kusumastuti; Ani Ani

Inovasi Pendidikan dan Anak Usia Dini 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

Social emotional development in early childhood is an important foundation for children's psychological and social functioning in later stages of development. This process is greatly influenced by the quality of interactions within the family environment, including the level and quality of the father's involvement in parenting. Although various studies show that fathers play a significant role in shaping children's emotional regulation, independence, and social competence, studies that systematically integrate the role of fathers within the framework of psychosocial and sociocultural development theory are still relatively limited. This study aims to critically analyze the role of fathers in shaping the emotions and socialization of early childhood based on the perspectives of Erik Erikson's psychosocial development theory and Lev Vygotsky's sociocultural theory. This study uses a qualitative approach with a Literature Study Review (LSR) method of reputable national and international journal articles, academic books, and scientific proceedings published in the period 2020–2025. The data were analyzed through thematic synthesis and conceptual analysis. The results of the study show that consistent, responsive, and supportive father involvement contributes significantly to the development of emotional regulation, self-confidence, social initiative, and adaptive social interaction skills in children. These findings confirm the relevance of Erikson and Vygotsky's theories and provide theoretical and practical implications for the development of family parenting patterns and early childhood education policies that encourage optimal father involvement.

Resti Septikasari; Ratih Purnama Pertiwi; Sri Enggar Kencana Dewi; Tri Ratna Dewi; Nor Kholidin +1 more

Jurnal Pengabdian Sosial dan Kemanusiaan 2026 Lembaga Pengembangan Kinerja Dosen

The increasing use of electronic devices, specifically gadgets, among elementary school children has caused various problems, such as addiction, decreased social interaction, health problems, and decreased concentration in learning. These problems involve not only children but also objects and things around them, as well as parents in managing them. Gadget use is not just a matter of quantity that exacerbates this condition. As a solution, the community service team held a socialization focused on improving healthy digital literacy through counseling, interactive discussions, and practical simulations. Results achieved included increased knowledge about the risks of excessive gadget use, increased collective awareness in limiting usage time, and the formation of practical guidelines for healthy gadget use in school and family environments. The results of the activity were documented in the form of a scientific article published in the community service journal as an academic contribution. Overall, the activity has gone according to plan in terms of planning, implementation, and partner involvement. Active participation of participants was evident in the enthusiasm in the discussions and the school's commitment to continuously monitoring gadget use. Thus, this program is expected to have a long-term positive impact in shaping wise behavior in using technology among elementary school children.

Mangihut Siregar; Novita Dwi Indriani

Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora 2026 Pusat Riset dan Inovasi Nasional

The culture of patronage is a key characteristic of Indonesian political dynamics, having developed from the pre-colonial era to the contemporary democratic era. Despite decentralization and political reforms in Indonesia, patronage practices persist through relationships between political elites, bureaucracy, business actors, and communities, particularly at the local level. This study analyzes patronage using Pierre Bourdieu's Social Practice Theory framework, which emphasizes the interaction between habitus, capital, and the arena as factors shaping social practices. The method used is descriptive qualitative research with data collection techniques through desk studies, which allows researchers to examine various academic literature to build a comprehensive conceptual analysis. The research findings indicate that internalized political habitus, the accumulation of economic, social, cultural, and symbolic capital, and a competitive local political field are key elements in perpetuating patronage. Patronage is not merely a transactional political practice, but a social structure that is continuously reproduced and impacts the politicization of bureaucracy, the strengthening of oligarchy, power inequality, and the vulnerability of the poor to political manipulation. This research confirms that efforts to strengthen democracy in Indonesia require transformation of the political habitus of society, bureaucratic reform, and restrictions on the dominance of economic actors in the political arena to break the entrenched patron-client chain.

Jodi Iskandar; Ai Cahyani; Wita Adia Amelia; Yuni Ertinawati

Jurnal Ilmuan Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study analyzes efforts to develop and foster the Indonesian language through the use of standard and nonstandard words at MTS Bahlul Ulum. The increasing use of nonstandard words among students, influenced by social media and cross-regional interactions, has led to a decline in the awareness of using standard language in academic contexts. A descriptive qualitative approach was used with teachers and students of Class VII H at MTS Bahlul Ulum during the first semester of the 2025/2026 academic year. Data were collected through observation, interviews, and documentation of Student Worksheet (LKPD) results containing 50 questions on standard and nonstandard words. The findings showed that before the language development program, students had an average score of 62.4 in understanding standard and nonstandard words, with errors in commonly used informal words like vidio (standard: video) and antri (standard: antre). After the program, which included class discussions, conversation simulations, and interactive worksheets, the average score increased to 78.6, with 82% of students scoring above 78. The error rate decreased from 45% to 18%, indicating that interactive and contextual language development is effective. Continuous training and curriculum integration are essential to strengthening the use of standard language in the digital era.

Adel Pinola Br Ginting; Dinda Khairani Pratiwi; Dinda Nurul Fadillah; Nurfarah Nurfarah; Naufal Nasution

Jurnal Ilmuan Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

The aim of this study is to analyze verbal and non-verbal communication in an English as a Foreign Language (EFL) classroom by using the Sinclair and Coulthard (1975) model of classroom discourse. Although many studies have examined verbal interaction in EFL classrooms, few have discussed how verbal and non-verbal communication work together to support effective learning. To fill this gap, this research focuses on identifying the types and frequency of verbal and non-verbal communication used by the teacher and students during classroom interaction. This study used a descriptive qualitative method. The data were taken from an 80-minute video recording of an eleventh-grade English class at MAS Darul Quran. The recording was transcribed and analyzed based on Sinclair and Coulthard’s framework, which includes three main levels: Exchange (Informing, Directive, Question–Answer), Move (Initiation, Response, Feedback), and Act (Questioning, Explaining, Agreeing, Refusing, Revising, Appraising). The findings show that the classroom interaction was mainly teacher-centered. The teacher dominated the talk through Initiation moves, mostly in the form of questions, explanations, and instructions, while students gave short and simple responses. Feedback was used less often and mostly as short praise or confirmation. The teacher also used various non-verbal behaviors such as gestures, eye contact, movement, and changes in voice tone to direct attention and motivate students. The results suggest that combining verbal and non-verbal strategies can create a more interactive and engaging classroom atmosphere that supports student participation and understanding.

Husnul Furqon; Muhammad Amar Adly

Mahkamah : Jurnal Riset Ilmu Hukum 2026 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This article examines in depth the concept of protecting human dignity through the regulation of gaze and physical contact among mahram according to the Shafi‘i School of Islamic law. From an Islamic perspective, the preservation of dignity (ḥifẓ al-‘irḍ) occupies a highly fundamental position as part of the objectives of Islamic law, particularly in regulating social relations and family interactions. Although mahram relationships legally allow closer interaction, Islam continues to establish ethical boundaries to safeguard purity and moral values. This study is a normative legal research employing conceptual and normative-fiqh approaches, relying on primary sources such as the Qur’an, the Prophetic traditions (hadith), and classical as well as contemporary Shafi‘i jurisprudential literature. The findings indicate that the Shafi‘i School does not regard mahram relations as a sphere of absolute and unrestricted freedom, but instead provides clear regulations concerning gaze and physical contact. Visual interaction is permitted in a limited manner, restricted to certain parts of the body and subject to the condition that it does not provoke desire or potential moral temptation (fitnah). Meanwhile, physical contact is regulated more strictly and, in principle, is only permitted in situations of legitimate shar‘i necessity, such as medical treatment or emergency circumstances. Therefore, the regulation of gaze and physical contact among mahram in the Shafi‘i School functions as an instrument for protecting human dignity, preserving the sanctity of family relationships, and preventing behavioral deviations from an early stage.

Muhammad Fakhrur Rizky; Agus Luthfi; Yulia Indrawati

International Journal of Economics, Commerce, and Management 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Modern retail expansion in Situbondo Regency has intensified competitive interaction with traditional markets, making it important to map differences in market structure, firm conduct, and performance outcomes. This study compares (i) market structure using concentration indicators (CR4 and the Herfindahl–Hirschman Index/HHI), (ii) competitive conduct (pricing practices, promotional intensity, service attributes, and relationship patterns), and (iii) performance proxies (sales turnover and selected price efficiency measures) within the SCP framework. The analysis applies a descriptive quantitative approach supported by targeted primary observations and questionnaire-based information, and complemented by official statistics and regulatory documents. Traditional-market samples include Panji, Besuki, and Panarukan markets, while modern-retail samples include local outlets of Indomaret, Alfamart, and Basmalah. Results indicate that traditional markets are relatively unconcentrated (CR4 = 38.0%; HHI = 744), consistent with a competitive structure dominated by many small vendors. Modern retail is more concentrated (CR4 = 77.0%; HHI = 1,644), suggesting moderate concentration and a tendency toward local oligopoly. Average monthly turnover per unit is higher for modern retail (IDR 36.36 million) than for traditional vendors (IDR 15.63 million). Price efficiency varies across commodities: some items show near parity, while several fresh commodities remain cheaper in traditional markets. Policy implications point to balanced local governance: zoning and permitting for modern stores, continuous revitalization of traditional markets, and strengthened MSME partnership schemes to ensure healthy and inclusive competition.

Adinda Nurul Hikmah Alkautsar; Anggita Anggita; Hana Alfiana

Merkurius : Jurnal Riset Sistem Informasi dan Teknik Informatika 2026 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

The public complaint system is an important facility for the police institution to improve the quality of public services, particularly in receiving, processing, and following up on various reports and complaints from the public. However, in practice, the complaint process is still largely carried out manually, such as through face-to-face interactions, paper-based forms, or direct communication that is not well documented. This gives rise to problems such as delays in handling, difficulties in tracking the history and status of reports, low work efficiency of officers, and limited transparency of information for reporters. These problems ultimately affect the level of public trust in the police institution. This study aims to design a web-based public complaint information system that supports a more structured, measurable, and transparent complaint management process. This system is designed by implementing the Kanban method as a workflow management tool that allows for prioritization, monitoring the handling process, and tracking the status of complaints in real time. The research methods include a literature review related to information systems and the Kanban method, direct observation of the existing complaint process, interviews with stakeholders, system requirements analysis, modeling using UML (Use Case Diagram, Activity Diagram, Sequence Diagram), and database design using Entity Relationship Diagram (ERD). The results of this research resulted in the design of a web-based public complaints information system that can facilitate complaint data recording, report management and status updates, task assignments to officers, performance monitoring, and complaint status notification to the public.

Ikhfa Amelia Tantiyuana; Afiffatur Rohimah; Abu Amar Bustomi

Jurnal Penelitian Komunikasi dan Sosialisasi 2026 Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the role of public relations as a key pillar in building reputation and enhancing the credibility of nature-based tourism in Jombang. The research focuses on the communication strategies employed by public relations officers in delivering information, managing public interactions, and utilizing digital media as the primary tool for strengthening destination image. The research method used is a case study with a descriptive qualitative approach. Data were collected through in-depth interviews with six informants, including public relations staff, tourism managers, representatives from the tourism department, local community members, and visitors.The findings show that public relations plays a vital role in reputation building through four main dimensions: message consistency, communication transparency, collaboration with communities and stakeholders, and the optimization of digital media. Field findings reveal that consistent use of social media strengthens tourists’ trust, while local community involvement adds authenticity to the destination’s image. Moreover, public relations also functions as a crisis communication manager by providing fast and accurate information during operational disruptions. In conclusion, the reputation of nature tourism in Jombang is not solely determined by natural beauty but also by the quality of communication managed by public relations. The optimization of digital and collaborative communication has become a key strategy to maintain the credibility and attractiveness of the destination amid increasingly competitive tourism dynamics.

Hadi Guawan; Zahida Azzahra; Perdina Rantika Nasution; Arnis Syanti; Nurlianti Nurlianti +1 more

Inovasi Pendidikan dan Anak Usia Dini 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

Early detection of child growth and development is a crucial effort to prevent developmental delays and health problems in children. Family involvement plays a significant role because the family is the closest environment to the child and has continuous interaction in daily life. This study aims to analyze the effectiveness of a family education program in improving parents’ knowledge and skills in detecting child growth and development. The research employed a quantitative approach with a quasi-experimental design using a pretest–posttest method. The population consisted of families with children aged 0–6 years, with samples selected using purposive sampling techniques. Data were collected through questionnaires and observation sheets measuring parents’ knowledge, attitudes, and skills related to growth and developmental detection. Data analysis was conducted using paired sample t-tests. The results showed a significant increase in parents’ knowledge and skills after participating in the family education program. The findings indicate that structured and continuous family education can enhance parents’ ability to monitor child growth and development independently. This study implies that family-based education programs can be integrated into community health services as a preventive strategy to improve child health outcomes.

Atasa Tarisah; Kuswandi Kuswandi

Jurnal Hukum, Pendidikan dan Sosial Humaniora 2026 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Domestic violence (DV) is a hidden crime phenomenon with complex criminology, deeply rooted in the interaction between economic pressures and unequal social norms. Financial instability, such as unemployment and poverty, creates profound psychological stress on individuals, especially for perpetrators who fail to fulfill their breadwinner role, which is then expressed through aggressive behavior. Economic crises even causally increase stress, leading to physical or psychological violence. The dominant profile of perpetrators is men with low emotional control who are financially stressed and adhere to patriarchal ideology, while the majority of victims are women (housewives) who are vulnerable due to economic dependence and lack of access to resources, reinforcing the dynamics of economic violence as a systematic means of control. Optimizing response requires an integrated approach: strengthening law enforcement through sensitivity to non-physical violence and guaranteeing the protection of victims' assets, empowering victims economically through training and access to capital to foster independence, and transforming social norms through gender equality campaigns and deconstructing patriarchal culture that considers domestic violence a private matter.

Nasywa Damayanti; Shafira Rixas Febriana; Tria Patrianti

Jurnal Penelitian Komunikasi dan Sosialisasi 2026 Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

The coffee shop industry in Indonesia is experiencing rapid growth, leading to increasingly intense market competition, particularly among small and medium enterprises. Iro Rumah Kopi, an UMKM located in Lebak Bulus, is required to implement effective marketing communication strategies to strengthen its brand awareness. This study aims to analyze digital marketing communication practices conducted through social media platforms, especially Instagram and TikTok, which are widely used to reach young and urban audiences. A descriptive qualitative approach is applied to examine the content shared by the marketing team, focusing on messages, visual elements, storytelling techniques, and patterns of audience interaction. The results indicate that marketing communication plays a crucial role in shaping consumer perceptions and increasing brand visibility. Visual content combined with consistent storytelling and active engagement with followers successfully enhances audience interaction. The positioning of Iro Rumah Kopi as a “second home” emerges as a central message that fosters emotional connections with customers. Overall, the study concludes that consistent, creative, and relevant digital communication strategies significantly contribute to improving brand awareness and customer attachment.