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Story writing skills are one of the essential competencies in learning Indonesian language at the elementary school level. However, in reality, many students still face difficulties in expressing ideas, organizing plots, and using language appropriately. Therefore, a learning model that can improve students’ story writing skills is needed. Project Based Learning (PjBL) was chosen because it emphasizes student activity, creativity, collaboration, and the production of tangible written works. This study employed a Classroom Action Research (CAR) method based on the Kemmis and McTaggart model, which was carried out in two cycles. The subjects of the study were 14 third-grade students of MI Ziyadatul Iman, Jambi City. The research instruments included a story writing test, student activity observation sheets, and documentation. Data were analyzed using both quantitative techniques (average scores, mastery percentages) and qualitative techniques (student activity and reflection in each cycle). The findings showed that students’ story writing skills improved through the implementation of PjBL. The average score increased from 62.86 in the first cycle to 79.29 in the second cycle. The percentage of learning mastery also rose from 42.86% in the first cycle to 85.71% in the second cycle. In addition, students became more active, creative, and collaborative during the learning process. The implementation of Project Based Learning can therefore enhance the story writing skills of third-grade students at MI Ziyadatul Iman, Jambi City, both in terms of learning outcomes and learning activities.

This community service activity was implemented using a service learning approach through a business planning and public communication training program for the Merah Putih Village Cooperative in Huta Baringin. The background to this activity stems from the need for cooperative members to increase their capacity in designing sustainable business plans and effective public communication skills in conveying the cooperative's vision, mission, and programs to the community. The implementation method was carried out through the stages of needs identification, formulation of training materials, simulation practices, and intensive mentoring. The results of the activity showed an increase in cooperative members' understanding in developing business plans based on local potential and improved public communication skills, both within the organizational context and externally to strategic partners. This program not only strengthens the cooperative's independence but also demonstrates the relevance of the service learning model in connecting the roles of academics, students, and the community collaboratively. Thus, this training contributes to local economic empowerment and strengthening institutional communication capacity at the village level.

This study investigates the effectiveness of virtual debate platforms in enhancing English as a Second Language (ESL) learners’ critical thinking, speaking fluency, and argumentation skills. The research was conducted using a quasi-experimental design with intermediate-level ESL students as participants. Data were collected through critical thinking tests, speaking fluency rubrics, and argumentation rubrics, complemented by qualitative analysis of recorded debates. The results indicate significant improvements in students’ critical thinking abilities, fluency in spoken English, and the quality of their arguments, including structure, relevance of evidence, and coherence. Furthermore, virtual debates fostered higher levels of student engagement compared to traditional classroom discussions. These findings underscore the pedagogical potential of integrating technology-based debate activities into ESL instruction, providing interactive and collaborative learning opportunities that address the limitations of conventional teaching methods. The study concludes with recommendations for incorporating virtual debates into ESL curricula and suggests future research on the use of emerging technologies such as artificial intelligence (AI) and virtual reality (VR) to further enhance language learning experiences.

This community service activity was carried out with the aim of improving the memory of students at the Baiturrahman Islamic Boarding School (TPQ) through the implementation of group guidance based on an interactive question and answer method. The background of this program is based on the problem of low retention of religious material that has been learned by students, so the learning approach is needed that does not only emphasize memorization, but also activates the process of critical and in-depth thinking. In its implementation, the activity is designed to involve students directly in group discussions guided by a facilitator. The questions posed are structured in such a way as to stimulate repetition of information, encourage logical reasoning, and help students connect the learning material with real experiences in everyday life. Through this process, students are not only asked to answer questions but are also trained to develop broader answers, thereby strengthening understanding and improving communication skills. This program also prioritizes a fun, collaborative, and participatory learning atmosphere so that students feel more motivated to actively participate. Evaluation results show a significant increase in students' ability to remember, understand, and re-present learning material more quickly, accurately, and coherently. Furthermore, this activity also has a positive impact on increasing students' self-confidence in the learning process and strengthening collaborative skills among group members. Thus, group guidance using the question-and-answer method can be considered an effective learning strategy for strengthening students' memory and increasing their learning motivation.

This study aims to examine the role of academic supervision in improving student learning motivation at SMP IT YASPIDA SUKABUMI. Academic supervision is a systematic coaching effort for teachers to improve the quality of classroom learning. Student learning motivation is a crucial indicator of the success of the learning process, therefore, appropriate strategies are needed to improve it. This study used a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. The research was conducted with the goal of understanding how academic supervision influences teachers' pedagogical competence and, in turn, affects student motivation. The results show that structured and continuous academic supervision can significantly improve teachers' pedagogical competence, which in turn has a positive impact on student learning motivation. Collaborative supervision, providing constructive feedback, and focusing on improving the learning process have proven effective in creating a conducive and motivating learning environment. Teachers who receive regular supervision become more reflective and are better able to adapt their teaching strategies to meet students' needs. Consequently, this results in higher student engagement and a more enthusiastic learning atmosphere. Thus, academic supervision plays a strategic role in encouraging student learning enthusiasm by improving the quality of learning and ensuring that students are motivated to achieve better academic outcomes. This study highlights the importance of continuous academic supervision in fostering a positive learning environment and motivating students.

Stunting is a major public health problem that has long-term impacts on the quality of human resources, affecting physical growth, cognitive development, and socio-economic outcomes. The Indonesian government has identified the acceleration of stunting reduction as a national priority, requiring cross-sector collaboration and active community participation. This article aims to describe the implementation and outcomes of a Community Service Program (Community Service) based on a collaborative approach to support stunting reduction efforts in Kelurahan Laksamana. The program employed a participatory method through health education, interactive discussions, and partnership strengthening among the community, health workers, and educational institutions. The results indicate an increased level of community awareness and understanding regarding stunting, the importance of routine health check-ups, and the role of families in stunting prevention. Furthermore, the program strengthened partnerships and enhanced community trust in local health services. This community service activity contributes positively to building collective awareness and serves as a strategic initial step toward sustainable stunting reduction at the local level.

This study aims to analyze the application of the Project-Based Learning (PjBL) model to improve students’ creativity in Social Studies and to measure its effectiveness in enhancing creative learning outcomes. The research was conducted as a Classroom Action Research (CAR) across two cycles during the even semester of the 2024/2025 academic year, involving 30 fifth-grade students at SD Inpres Barombong 2. Data were collected through observation, questionnaires, and documentation, while analysis employed descriptive statistics for quantitative data and reduction–triangulation techniques for qualitative data. The creativity indicators examined included fluency, flexibility, originality, and elaboration. Findings reveal that the implementation of PjBL significantly enhanced students’ creative thinking skills, as evidenced by an overall increase in average scores across all creativity indicators. Furthermore, the effectiveness of the PjBL model was reflected in the improved implementation of its instructional syntax, progressing from the “Moderate” category in the initial cycle to “High” and eventually “Very High” in the subsequent cycle. These outcomes confirm that PjBL promotes active, student-centered, and collaborative learning that fosters creativity in Social Studies. The study concludes that continuous implementation of PjBL is essential for cultivating creativity in elementary classrooms and suggests further research to explore its applicability in different contexts and educational levels.

Higher education institutions play a strategic role in building a quality education ecosystem by strengthening the competency of human resources, particularly educators. As a higher education institution, Batang Hari Islamic University is required to ensure that its lecturers possess the skills to meet the ever-changing developments in science and technology, as well as the needs of society. To address these challenges, community service activities are being implemented to enhance the capacity of lecturers, enabling them to support the creation of a superior and competitive higher education ecosystem. These activities are implemented through various methods, such as workshops, training, and participatory mentoring. The primary focus is on improving digital literacy, mastery of innovative learning methods, scientific publication skills, and quality-based research and community service management. With this approach, lecturers not only gain new knowledge but also practical skills that can be directly applied in daily academic processes. The results of these activities demonstrate a significant increase in lecturers' insights and skills, particularly in the use of digital-based learning technologies, increased productivity of scientific work, and the expansion of academic networks with various partners. These changes contribute to the growth of a more dynamic, collaborative, and innovative academic culture. Overall, these activities have had a positive impact on Batang Hari Islamic University by fostering an academic environment that is responsive to changing times. In this way, universities not only strengthen their competitiveness at the national level, but also have the potential to improve their position on the global stage through competent, creative, and quality-oriented lecturers.

This community service program was designed to strengthen the competitive value of coffee bean processing through a combination of practical field training and structured mentoring for rural communities. The activity took place on June 29, 2025, in Motung Village, Ajibata District, Toba Regency, and involved 20 local participants representing farming households. The implementation model emphasized a participatory and hands-on approach, where participants were directly engaged in coffee bean processing techniques under the guidance of academic experts and field mentors. This initiative was a collaborative effort between Universitas Murni Teguh PSDKU Pematangsiantar, Politeknik Bisnis Indonesia, and the Farmer and Fishermen Association (KTNA) Pematangsiantar. The program’s primary objectives were to enhance local community skills in post-harvest coffee processing, to raise product quality standards, and to generate added value that would enable rural producers to compete in wider markets. Through structured mentoring, participants received continuous assistance that ensured they could apply the acquired knowledge and skills independently after the training activities concluded. The results demonstrated significant improvements in participants’ understanding and technical capacity, particularly in the areas of sorting, drying, roasting, and packaging coffee beans. These competencies allowed the local community to produce higher-quality coffee products that meet market expectations and enhance competitiveness. Furthermore, the program strengthened the link between academic knowledge, practical field skills, and local wisdom, which together form the foundation for sustainable rural empowerment. By improving coffee bean processing capacity, the initiative is expected to increase household income, foster an entrepreneurial spirit, and support the long-term development of Toba’s rural economy. In this way, the program not only equips the community with technical expertise but also contributes to broader goals of economic sustainability and social resilience in the region.

This study aims to determine the role of academic supervision in improving the pedagogical competence of teachers at SMA Plus Al Raihan Sukabumi. Academic supervision is a strategic effort undertaken by the school to ensure the quality of learning runs according to established standards, and to help teachers develop their professional skills, particularly in the pedagogical aspect. Pedagogical competence itself includes teachers' abilities to plan, implement, and evaluate the learning process according to the needs of students. The research method used is a qualitative approach with data collection techniques through interviews, observation, and documentation. Interviews were conducted with the principal, teachers, and supervisors to obtain a comprehensive overview of the implementation of supervision. Observations focused on teacher activities during learning, as well as teacher interactions with supervisors during supervision. Documentation was used to supplement data related to the academic supervision program, lesson implementation plans (RPP), and supervision evaluation notes. The results of the study indicate that academic supervision has a significant contribution in improving the quality of planning, implementation, and evaluation of learning carried out by teachers. Through supervision, teachers are encouraged to be more creative and innovative in developing learning methods and media that are appropriate to student needs. In addition, supervision also provides constructive feedback so that teachers can reflect on their teaching practices and make continuous improvements. Academic supervision also encourages the creation of a collaborative atmosphere between teachers and supervisors, thus creating a working relationship that supports improving the quality of education. Thus, it can be concluded that the implementation of effective academic supervision plays a crucial role in improving the pedagogical competence of teachers at SMA Plus Al Raihan Sukabumi.

Improving the capacity of village government is a strategic step in realizing sustainable development oriented towards community welfare. Pejengkolan Village, Padureso District, Kebumen Regency, as a developing village, faces challenges in planning, managing, and implementing participatory and sustainable development programs. These challenges include limited knowledge of village officials, a lack of understanding of village development regulations, and weak coordination between the village government and village institutions and the community. This research/activity aims to strengthen the capacity of village government officials by increasing knowledge, skills, and understanding of the role of village institutions, particularly the Village Consultative Body (BPD) and Village Community Institutions (LKD), in the development planning process. Capacity building for local government officials is considered a crucial step to ensure sustainable development at the village level. The method used is a participatory approach through training, focus group discussions, and technical assistance. This participatory approach not only improves technical skills but also strengthens collaborative values ​​among stakeholders. The results of the activity demonstrated an increase in village officials' understanding of village development regulations, their ability to develop inclusive development plans, and the establishment of synergy between the village government, the Village Consultative Body (BPD), the Village Funds (LKD), and the community. Furthermore, this activity demonstrated a shift in mindset among village officials toward more transparent, accountable, and responsive governance to community needs. Good governance at the village level is a fundamental element to achieving long-term community welfare. This effort is expected to serve as a foundation for strengthening village governance, which is able to address the dynamic needs of the community and encourage sustainable village development.

This study aims to examine the influence of the implementation of the Mastery Learning model on the study results of seventh-grade students at Darussalam Islamic Middle School, Gowa. This research is a type of classroom action research (CAR), designed to improve the mathematics learning outcomes of seventh-grade students. The CAR approach was implemented in a cyclical form, consisting of four stages: (1) planning, (2) action, (3) observation, and (4) reflection. Data collection techniques used in this study included observation, testing, and documentation. Data analysis was carried out using descriptive analysis to assess both the learning outcomes and the teacher and student activities during the process. The results of the first and second cycles indicate a significant improvement in student performance. In the first cycle, the study results showed a 75% improvement in student learning outcomes, and after the second cycle, student performance improved to 90%. The class's average grade also increased significantly, from 71 in the first cycle to 87 in the second cycle. This improvement demonstrates that the implementation of the Mastery Learning model can significantly enhance the mathematics learning outcomes of seventh-grade students at Darussalam Islamic Middle School, Gowa. Furthermore, this study proves that the collaborative approach in classroom action research not only improves student learning outcomes but also fosters an engaging and effective learning environment. The results suggest that the Mastery Learning model, with its emphasis on achieving mastery in learning before progressing to the next topic, is an effective strategy for improving mathematics achievement in middle school students. This study contributes valuable insights into the effectiveness of the Mastery Learning model in enhancing student performance in mathematics.

This study aims to analyze the influence of the Problem Based Learning (PBL) model in science education on students’ environmental literacy and science communication skills at SMK Negeri 3 Pekanbaru, focusing on the topic of disaster mitigation. The research employed a causal comparative approach with a post-test only design, comparing two student groups: an experimental class using the PBL model and a control class using conventional teaching. The results revealed a significant difference in environmental literacy, with the experimental class achieving a higher average score (81.86) compared to the control class (62.05). This indicates that the PBL model is effective in enhancing students' understanding, awareness, and environmentally responsible behavior. The PBL approach encourages active student engagement and the application of knowledge to real-world scenarios, which is particularly beneficial in the context of environmental issues and disaster mitigation. By working through problems related to environmental challenges, students are likely to gain a deeper understanding of the topic, which fosters a sense of responsibility towards environmental sustainability. In terms of science communication, although the experimental class showed a higher average score (75.78) than the control class (72.92), the difference was not statistically significant. This may be due to a lack of intensive training in scientific discussions and presentations. While PBL encourages collaborative problem-solving and idea-sharing, students may still require more structured practice in presenting and communicating their findings clearly and persuasively. The integration of more structured activities focusing on science communication skills could further enhance the effectiveness of the PBL model. Overall, the PBL model demonstrates positive potential in improving both environmental literacy and science communication. However, to achieve its full impact, its implementation must be consistent, with a focus on providing students with additional opportunities to develop their communication skills.

The " Toddler Family Class " program provided an opportunity for parents to actively engage in learning about the importance of appropriate parenting for toddlers. Recognizing the critical window of early childhood, the program focused on equipping parents with the knowledge and tools to promote their children’s cognitive, emotional, and social development. Parenting practices in early childhood significantly influence a child’s future academic success, emotional well-being, and ability to form healthy relationships. Therefore, it is essential to ensure that parents are well-informed about the best approaches to child-rearing during these formative years. The interactive discussions offered parents a platform to share their personal experiences, concerns, and challenges regarding parenting. Case studies presented real-life scenarios that allowed participants to apply theoretical knowledge to practical situations. This approach facilitated a deeper understanding of the various parenting styles, including authoritarian, permissive, and democratic parenting, and their respective effects on child behavior and development. Furthermore, the program emphasized the importance of nurturing a secure attachment between parents and toddlers. Participants were introduced to strategies that encourage positive reinforcement, empathy, and effective communication with their children. These strategies are key to fostering a supportive and loving environment in which children can thrive emotionally and socially. The collaborative nature of the program also helped to build a supportive network among parents. They were encouraged to form lasting relationships that could provide ongoing mutual support in their parenting journey. This communal learning environment reinforced the importance of family-centered child development practices, ensuring that parents felt empowered to make informed decisions that would benefit their children’s long-term growth and well-being.

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

This article examines the crucial role of spatial communication, particularly through signage systems, in the effective implementation of functional zoning in academic libraries. Using a comparative case study method at the Bandung Institute of Technology (ITB) and Telkom University Libraries, this research analyzes how different visual communication strategies influence students' perceptions, behaviors, and sense of place formation.The findings indicate that the explicit and strategic visual communication approach at Telkom University successfully creates high spatial legibility and strengthens collective place identity. In contrast, the weak and ambiguous visual communication at the ITB Library causes users to rely more on personal habits, intuition, or previous experiences in accessing and utilizing the space. This not only hinders the formation of a coherent sense of place but also creates confusion that potentially degrades the quality of the user experience. The mismatch between spatial functions and user expectations leads to inefficiencies in facility utilization and disrupts user comfort within zones that should have clear functional boundaries, such as quiet zones, collaborative zones, and discussion zones. Furthermore, this article highlights the importance of integrating graphic design and architecture in creating a cohesive spatial experience. A consistently designed, informative, and aesthetically pleasing signage system not only enhances users' spatial orientation but also becomes a crucial element in shaping perceptions of the institution's character.

Small and medium-sized enterprises (SMEs) have long been recognized as a vital driver of economic growth, particularly in rural areas where access to large-scale industries is limited. In Dahu Village, the community relies on local products such as melinjo as one of the main sources of livelihood. However, despite the potential of melinjo-based products, business development has been constrained by limited innovation, low product diversification, and weak marketing strategies. These challenges hinder the competitiveness of local SMEs in wider markets, especially in appealing to younger consumers who often prefer modern and innovative products. To address these challenges, the 2025 Student Work Study Program (KKM) conducted by the University of Bina Bangsa implemented a community empowerment project aimed at enhancing the capacity of SMEs in the melinjo sector. The program introduced the development of an innovative product, namely chocolate-flavored keceprek, a melinjo-based snack with a unique taste and higher market value. The initiative not only focused on product innovation but also provided comprehensive support in production techniques, hygienic and attractive packaging, logo and banner design, as well as digital marketing strategies tailored to rural entrepreneurs. The results of the activity highlight that even a relatively simple innovation can significantly increase product appeal, improve branding, and create new market opportunities. Early feedback indicated that chocolate-flavored keceprek products successfully attracted interest from younger consumers, demonstrating the importance of innovation in maintaining the relevance of traditional products. Furthermore, the project functioned as a collaborative platform where students and local communities worked together in applying entrepreneurial concepts to local potential. This synergy not only contributed to improving the competitiveness of SMEs in Dahu Village but also encouraged sustainable economic development in rural areas through innovation, creativity, and digital-based marketing.

Small and medium-sized enterprises (SMEs) have long been recognized as a vital driver of economic growth, particularly in rural areas where access to large-scale industries is limited. In Dahu Village, the community relies on local products such as melinjo as one of the main sources of livelihood. However, despite the potential of melinjo-based products, business development has been constrained by limited innovation, low product diversification, and weak marketing strategies. These challenges hinder the competitiveness of local SMEs in wider markets, especially in appealing to younger consumers who often prefer modern and innovative products. To address these challenges, the 2025 Student Work Study Program (KKM) conducted by the University of Bina Bangsa implemented a community empowerment project aimed at enhancing the capacity of SMEs in the melinjo sector. The program introduced the development of an innovative product, namely chocolate-flavored keceprek, a melinjo-based snack with a unique taste and higher market value. The initiative not only focused on product innovation but also provided comprehensive support in production techniques, hygienic and attractive packaging, logo and banner design, as well as digital marketing strategies tailored to rural entrepreneurs. The results of the activity highlight that even a relatively simple innovation can significantly increase product appeal, improve branding, and create new market opportunities. Early feedback indicated that chocolate-flavored keceprek products successfully attracted interest from younger consumers, demonstrating the importance of innovation in maintaining the relevance of traditional products. Furthermore, the project functioned as a collaborative platform where students and local communities worked together in applying entrepreneurial concepts to local potential. This synergy not only contributed to improving the competitiveness of SMEs in Dahu Village but also encouraged sustainable economic development in rural areas through innovation, creativity, and digital-based marketing.

This study presents a systematic literature review (SLR) of public administration and policy implementation in Indonesia from 2009 to 2025, following the PRISMA framework. Drawing on 44 peer-reviewed articles indexed in Scopus, the review examines the impact of decentralization, digital transformation, and governance innovation on policy outcomes and administrative reform. The findings indicate that decentralization has enabled local experimentation and improved service responsiveness. However, it has also resulted in uneven policy capacity and governance disparities across regions. Sectoral implementation, especially in health, welfare, and food safety, remains inconsistent, largely due to institutional fragmentation, political interference, and capacity limitations. Although efforts to implement New Public Management (NPM) principles and digital tools have been made, bureaucratic inertia, coordination failures, and limited flexibility hinder reform progress. The rise of e-government and agile governance shows promise in enhancing efficiency and public participation. However, these advancements are still hampered by digital divides and regulatory uncertainties. The COVID-19 pandemic further exposed critical vulnerabilities in policy execution, underscoring the need for resilient, adaptive governance models capable of responding to unforeseen crises. This review contributes to the understanding of Indonesia’s evolving administrative landscape and offers several practical recommendations. These include strengthening intergovernmental coordination, investing in local administrative capacity, fostering participatory governance, and institutionalizing agile, collaborative practices. The study highlights the importance of integrated, inclusive, and data-driven governance to improve public sector performance and ensure democratic accountability. By focusing on these areas, Indonesia can better address the challenges of public administration and policy implementation, driving long-term sustainable development and effective governance in the country.

This study aims to analyze the role of authenticity in branding communication conducted by Key Opinion Leaders (KOLs) and its impact on consumer trust, emotional engagement, and brand loyalty. Employing a library research approach, data were collected from scholarly literature published between 2021 and 2025 relevant to authenticity, brand communication, and KOL-based marketing. The analysis reveals that authenticity serves as a key element linking brand values to positive audience perceptions, which subsequently influence brand equity and purchase intention. Furthermore, this research highlights that authenticity in digital marketing is not merely a rhetorical claim but a relational practice that shapes how consumers evaluate credibility and trustworthiness. Strategic communication practices such as narrative storytelling, transparent sponsorship disclosure, and value alignment significantly strengthen the credibility of both KOLs and the brands they represent. Authentic storytelling allows audiences to connect with the personal experiences of KOLs, thereby enhancing identification and fostering long-term engagement with the brand. However, this study also identifies several challenges in maintaining authenticity, including risks of over-commercialization, inconsistencies in message delivery, and misalignment between KOL identity and brand values. When audiences perceive exaggerated promotional tactics or lack of transparency, their trust can diminish, ultimately weakening brand loyalty. Therefore, the sustainability of authenticity requires continuous monitoring, adaptive strategies, and consistent ethical practices in brand communication. The findings affirm that authenticity is both a strategic differentiator and a fragile asset, requiring deliberate and sustained management in the competitive digital marketplace. By recognizing authenticity as a multidimensional construct—encompassing transparency, value congruence, and emotional resonance—brands and KOLs can collaboratively enhance audience engagement while preserving credibility. This research contributes to the development of more effective branding communication strategies through KOLs and offers practical guidance for marketers to navigate authenticity challenges in an era dominated by digital interactions and consumer skepticism.