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Muhammad Jitu; Wahyuni Fitri; Elsi Fitrianis; Aprizal Ahmad

Jurnal Manajemen dan Pendidikan Agama Islam 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This study aims to compare the Merdeka Curriculum in Indonesia and the National Curriculum in Japan from both conceptual and practical perspectives. The analysis focuses on the fundamental principles, educational goals, learning approaches, and classroom implementation. Indonesia’s Merdeka Curriculum emphasizes flexibility and autonomy for teachers and students, highlighting competency development, character building, and the Profil Pelajar Pancasila (Pancasila Student Profile). Meanwhile, Japan’s National Curriculum centers on fostering a well-balanced personality through integrated moral, social, and academic education. Conceptually, both curricula share similarities in promoting holistic learning and character education, yet they differ in implementation and assessment systems. In Indonesia, project-based and differentiated learning approaches are key features, whereas Japan emphasizes collaborative learning, discipline, and hands-on experience in daily life. Practically, Indonesia faces challenges in ensuring equal access to resources and teacher readiness, while Japan has established a stable and standardized national education system. This comparative analysis reveals that Indonesia can learn from Japan in terms of consistency, learning culture, and the integration of moral and social values. Thus, the study provides valuable insights for enhancing Indonesia’s curriculum to become more globally responsive while preserving national identity and character.

Sayed Zakariya Habib; Mohammad Ali Fahimi; Mir Mohammad Naim Sadat

International Journal of Information Engineering and Science 2025 Asosiasi Riset Teknik Elektro dan Infomatika Indonesia

This study aims to investigate the integration of information systems and the associated security challenges within Afghanistan's current market, emphasizing the complex relationship between technological innovation, governance stability, and institutional readiness. Using the Delphi method, the study engaged experts from academia, government, and the private sector to identify key barriers and enablers shaping Afghanistan's digital transformation. Findings reveal that the country's progress in adopting information systems is hindered by fragmented policies, weak cybersecurity awareness, infrastructure limitations, and dependency on donor-funded projects. Despite growing recognition of the importance of digitalization, Afghanistan's institutional fragility continues to impede coordinated implementation and sustainable innovation. Comparative insights with other emerging markets highlight that long-term investment in digital literacy, regulatory coherence, and private sector engagement are critical to overcoming these barriers. The study highlights the importance of adopting a hybrid developmental model that harmonizes local institutional realities with internationally recognized technological standards, fostering adaptability and resilience within Afghanistan's volatile environment. It advances existing understanding by demonstrating how governance reform, human capital enhancement, and cybersecurity integration function as mutually reinforcing components of the nation's digital transformation. Sustainable progress depends on establishing a unified national vision that bridges technology, education, and governance, thereby reinforcing market integrity and institutional stability amid persistent security and economic uncertainty.

Mia Kusmiati

International Journal of Management and Strategic Business Leadership 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This article examines the operational management model of villages in Garut Regency, West Java, by emphasizing four key dimensions: governance, digital innovation, community participation, and the optimization of local resources. The study explores how the integration of participatory governance, technological innovation, and local potential can strengthen the effectiveness of village development and build an adaptive, sustainable governance system in the era of digital transformation. Using a Systematic Literature Review (SLR) approach, the research analyzes scientific publications and policy documents sourced from international databases such as Scopus and Web of Science, as well as national references including the 2025–2030 Garut Regency Medium-Term Development Plan (RPJMD) and reports from the Ministry of Villages, Disadvantaged Regions, and Transmigration. From an initial pool of 126 publications, 32 primary sources were examined through thematic coding to identify patterns, relationships, and key insights related to village governance, multi-actor collaboration, and public service digitalization. The findings reveal that good governance enhances transparency and accountability, digital innovation improves efficiency and data-driven decision-making, community participation strengthens social legitimacy, and the optimization of local resources supports sustainable economic value creation. These elements form the “Integrative Operational Management Model for Garut Villages,” which emphasizes adaptive collaboration and data-based management. The study also proposes practical strategies related to digital capacity-building, participatory planning, and applied research.

Wulida Emeris; Juli Maini Sitepu

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

The formation of Islamic character and environmental awareness is an integral part of the national education goals which are oriented towards developing the personality of students as a whole. In rural schools, such as the free school in Karang Anyar Village, limited learning facilities often become a challenge in implementing character education based on Islamic and environmental values. This study aims to analyze efforts to strengthen Islamic character and environmental awareness through the use of school libraries and family medicinal plant (TOGA) planting activities as contextual learning tools. The research used a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation during the real work lecture (KKN) program. Data analysis is carried out through a process of reduction, presentation, and drawing conclusions in order to obtain an in-depth picture of the effectiveness of the activity. The results of the study show that literacy activities in the library are able to increase reading interest, Islamic insight, and the habituation of religious attitudes among students. Meanwhile, TOGA activities contribute to the formation of attitudes of responsibility, mutual cooperation, and concern for the school environment. The synergy between these two activities has proven effective in strengthening Islamic character values ​​and environmental awareness, as well as creating a school culture that is religious, productive, and ecologically aware. 

Rizky Zulkarnaen; Muhammad Hilqiya; Riska Indah Andini; Siska Sari; Yudi Widagdo Harimurti

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

This study explores the urgency of enacting a specific Electronic Waste Management Law in Indonesia as a legal foundation to support the achievement of net zero emissions. Using a normative juridical approach, the research analyzes existing legal shortcomings, the application of the Extended Producer Responsibility (EPR) principle, and comparative insights from international e-waste regulatory frameworks. The findings indicate that current environmental regulations, such as Law No. 32 of 2009 on Environmental Protection and Management and Government Regulation No. 101 of 2014 on Hazardous Waste Management, do not explicitly regulate electronic waste. As a result, e-waste management remains fragmented and largely handled by the informal sector without adequate supervision or accountability mechanisms. Therefore, the establishment of a comprehensive E-Waste Law is crucial to enhance Indonesia’s legal structure, substantive norms, and legal culture in supporting a sustainable circular economy. Through the implementation of EPR and shared responsibility among producers, consumers, and government institutions, the law can function as a strategic tool to minimize electronic waste generation, improve recycling efficiency, and reduce carbon emissions. Such legal innovation would reinforce Indonesia’s environmental governance and accelerate progress toward its national goal of achieving net zero emissions by 2060.

Roce Marsaulina; Gilbert Timothy Majesty

International Perspectives in Christian Education and Philosophy 2025 Asosiasi Riset Ilmu Pendidkan Agama dan Filsafat Indonesia

This qualitative study addresses the critical gap between religious diversity and national security in Indonesia by proposing interfaith competence as a strategic imperative. Situated within a constructivist framework, the research investigates the perspectives of Christian educators, positing that their unique position at the intersection of faith formation and pedagogy offers invaluable insights into building sustainable religious harmony. Constructivism provides the analytical lens, emphasizing that understandings of religious "others," security threats, and peaceful coexistence are socially constructed through discourse, experience, and education. Therefore, the development of interfaith competence is not merely an ethical goal but a active process of constructing a shared societal reality resilient to sectarian conflict. The primary objective of this research is to explore how Christian educators conceptualize, practice, and perceive their role in fostering interfaith competence as a contribution to Indonesia's national security architecture. Data was gathered through in-depth interviews and thematic analysis was employed to identify recurring patterns and nuanced understandings. The findings reveal that these educators view interfaith competence comprising affective, cognitive, and behavioral dimensions as a vital tool for deconstructing prejudice and building social cohesion. They position their educational practices as essential for shaping citizens who can navigate a multireligious society, thereby mitigating the risks of radicalization and conflict that threaten national integrity. The study concludes that integrating interfaith competence, as articulated by these grassroots actors, into broader national policy offers a proactive, soft-power strategy for safeguarding Indonesia's security, moving beyond purely military or political approaches to foster a collectively constructed resilience.

Syahriful Ahyar; Reski Apriyani; Nanda Herlianur; Putri Rahmawati; Viola Augustia Putri +1 more

Perspektif Administrasi Publik dan hukum 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study examines participatory leadership styles and their influence on organizational innovation in state-owned enterprises (SOEs) in Indonesia. Participative leadership involves subordinates actively in the decision-making process, which contributes to increased motivation, productivity, and individual performance within the organization. Using a qualitative descriptive approach, this study explores the concepts and practices of leadership and innovation applied in SOEs. The results show that participatory leadership not only increases employee engagement but also creates a collaborative and innovative work environment. By involving different generations in decision-making, leaders can leverage the experience of senior generations and fresh ideas from younger generations, thereby encouraging more creative and relevant innovation. The implications of this research indicate that the application of a participatory leadership style is very important for SOEs to strengthen their competitiveness, adapt to market changes, and make a significant contribution to national development. This research provides valuable insights for leadership development and innovation strategies in the SOE sector in Indonesia.

Divani Akbar; Alifiana, Alifiana; Febrianti Dian Kusuma Wardani; Lutfia Hapsari; Shahibah Yuliani

Jurnal Riset Rumpun Ilmu Ekonomi 2025 Lembaga Pengembangan Kinerja Dosen

This study aims to identify the types of products or creative works produced by Indonesia’s golden generation in the context of developing a talent-based creative economy in the digital era. A talent-based economy refers to an economic model that leverages individual skills, creativity, and innovation as the main capital for generating economic value. Using a literature review approach, this research analyzes the implementation of a talent- driven creative economy, particularly how the youth especially Gen Z and millennials produce various digital outputs such as illustrations, animations, educational applications, video content, NFTs, and social media-based e-commerce products. This implementation reflects the integration of individual creativity with digital technology utilization, aligning with core 21st-century skills such as critical thinking, collaboration, communication, and digital literacy. The findings reveal that the creative economy contributes not only to cultural and artistic sectors but also to real economic sectors such as digital MSMEs, content industries, educational technology (edutech), and the broader digital economy. These insights show that with the support of digital infrastructure, technological literacy, and affirmative policies, the golden generation can foster innovation with economic value while enhancing national competitiveness amid global transformation toward Indonesia Emas 2045.

Ari Sarah Sofura; Yulia Khoerunisa; Eka Yulianto; Dian Novitasari; Safira Nur Alifa +1 more

ARDHI : Jurnal Pengabdian Dalam Negri 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

Tax is a mandatory contribution to the state owed by individuals or entities, which is mandatory under the law, without receiving any direct compensation and is used for state purposes for the greatest prosperity of the people. (KUP Law). The Taxation System (Coretax), which became operational in 2025, with all its news aspects, has attracted much public attention, especially from businesses and individuals, regarding developments in tax reporting, procedures, and regulations in Indonesia. The public is required to understand tax equalization and related aspects, as it can impact the sustainability of both businesses and individuals. The webinar "Smart Tax and Smart Talent: Tax Equalization in the Digital Era" was held as an educational forum for students, academics, practitioners, and the general public to understand the transformation of taxation in the digital era. Through this activity, participants are expected to gain insight into technology-based tax management strategies and develop their readiness as intelligent talents capable of contributing to the national digital economy system.

Sutaryo Sutaryo; Y Anni Aryani; Taufiq Arifin; Doddy Setiawan; Evi Gantyowati +4 more

Pajak dan Manajemen Keuangan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The study aims to evaluate the adoption of the Coretax system by government expenditure treasurers using the Technology Acceptance Model (TAM). We assesses the factors influencing users' attitudes and intentions toward using new technology. Primary data from local government public service agencies in Karanganyar and Wonogiri regencies are collected by using questionnaire, analyzed with linear regression and path analysis. Our analysis reveals that perceived usefulness and behavioral intention are scored high, indicating that the treasurers find Coretax beneficial and are strongly inclined to continue using it. However, perceived ease of use and attitude toward use showed moderate to high ratings, indicating room for improvement in terms of ease of use and user comfort. Regression analysis found that perceived ease of use significantly affects perceived usefulness, attitude toward use, and behavioral intention. However, perceived usefulness and attitude toward use did not significantly influence behavioral intention. The findings suggest that the ease of use of Coretax plays a more crucial role in shaping the treasurers' behavioral intentions than perceived usefulness or affective attitude. This study providing insights into key determinants affecting user intentions and offering empirical foundations for developing training policies, system design improvements, and implementation strategies tailored to the public sector's needs. The findings of this research are also expected to contribute to offer practical implications for strengthening national tax digitalization reforms.

Yanuar Ardiansyah; Putu Bagus Dandy A. B; Yunisetya Ariwibawa; Teguh Budiyanto; Tristiayu Permata D

SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi 2025 STIKes Ibnu Sina Ajibarang

This study aims to measure the level of community satisfaction with the Corporate Social and Environmental Responsibility (TJSL) program of PLN IP UBP Jeranjang entitled “SENTRAL: National People’s Weaving Economy Center of Lombok.” The research employs an exploratory survey method using a Likert scale questionnaire (1–4), referring to the Permen PAN RB No. 14 of 2017 concerning Guidelines for Community Satisfaction Surveys on Public Service Delivery. The exploratory survey was chosen to capture respondents’ perspectives on aspects of program planning, human resources/officers/facilitators, implementation, and evaluation. The result of the Community Satisfaction Index (IKM) for the SENTRAL program was 3.22, or a converted IKM value of 80.38, categorized as grade B (Good). The highest scores, in order, were achieved in planning (3.40), evaluation (3.30), implementation (3.10), and human resources (3.06). These findings provide recommendations for PLN IP UBP Jeranjang to further improve the quality of its TJSL program to better meet community expectations. This research is also expected to offer insights for future studies on community satisfaction with TJSL programs.

Jafar Pahrudin; Sri Mulyeni

SOSIAL: Jurnal Ilmiah Pendidikan IPS 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Shallots are one of the most strategic horticultural commodities in Indonesia, with high demand and varying production levels across regions. Differences in productivity between areas often create challenges in managing distribution and formulating national food policies. This study aims to analyze shallot production data in Indonesia by applying the K-Means Clustering algorithm using Python. The production data were collected from official agricultural statistics publications, followed by preprocessing, normalization, and determination of the optimal number of clusters using the Elbow method and Silhouette Score. The clustering results show the formation of several groups representing regions with high, medium, and low production levels. Visualization of the clustering results reveals the distribution patterns of shallot production, which can serve as a basis for supporting policy formulation in the development of shallot production centers in Indonesia. Thus, the application of K-Means Clustering with Python proves to be an effective approach to provide clearer insights into regional production variations and can be utilized as an analytical tool to support decision-making in the agricultural sector.

M. Rizky Rico Saputra

Jurnal Ekonomi, Akuntansi, dan Perpajakan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the impact of digital payments, budget target clarity, and reporting systems on the performance of Village-Owned Enterprises (BUMDes) in South Lampung Regency. The research background is motivated by the fact that the performance of BUMDes nationally, including in the region, remains relatively low, with most still categorized as pioneers or beginners. The research method used is quantitative with a survey approach using a questionnaire, distributed to 77 BUMDes managers who met the sample criteria. Data were analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with the SmartPLS 4.0 software. The findings indicate that the reporting system has a significant positive effect on BUMDes' performance. Conversely, digital payments and budget target clarity were found to have no significant effect. These findings imply the importance of strengthening reporting systems that prioritize transparency, accuracy, and ease of access as a strategic step to improve BUMDes performance. Meanwhile, the adoption of digital payments and improved budget planning still require support through enhanced human resource capacity and adequate infrastructure. Practically, this research contributes valuable insights for BUMDes managers and local governments in formulating policies for institutional strengthening.

Putri Ainayah Tazkiyah; Nibi Nazwa Quinita Tanjung; Devita Azwi Nurrahma; Albi Wahyu Ramadhan; Siti Suaibah Nasution

Imajinasi : Jurnal Ilmu Pengetahuan, Seni, dan Teknologi 2025 Asosiasi Seni Desain dan Komunikasi Visual Indonesia

This study aims to analyze the strategic role of Information Technology (IT) in improving operational efficiency within e-commerce companies in Indonesia. A literature review approach was employed by examining various scholarly sources, including accredited national journals and relevant books. The findings indicate that the implementation of IT such as Enterprise Resource Planning (ERP) systems, Big Data Analytics, and Cloud Computing significantly accelerates business processes, reduces operational costs, and enhances data accuracy and service quality. E-commerce companies that integrate IT into their operations are shown to adapt more effectively to market dynamics and consumer preferences. The study concludes that the use of IT is not merely a supporting tool, but a key factor in creating competitive advantage. The implications of this research offer insights for e-commerce industry players and policymakers to continuously promote digital innovation in pursuit of efficiency and business sustainability.

Noval, Fikriandrian; Agung Putra Mulyana

Abstrak : Jurnal Kajian Ilmu seni, Media dan Desain 2025 Asosiasi Seni Desain dan Komunikasi Visual Indonesia

This study aims to analyze the representation of Sultan Agung’s leadership in the film Sultan Agung directed by Hanung Bramantyo, using a descriptive qualitative approach. The research highlights how film as a medium constructs the meaning of leadership through narrative, visual elements, cultural symbols, and character development. Stuart Hall’s theory of representation is utilized to understand meaning construction in film, while leadership analysis refers to charismatic, transformational, and authoritarian models. Roland Barthes’ semiotic analysis is applied to examine denotation, connotation, and myth within the film’s elements. Data were collected through observation, documentation, interviews, and literature study, then systematically processed and analyzed. The findings show that Sultan Agung portrays not only a historical figure of leadership but also reflects cultural values and national identity relevant to contemporary Indonesia. The representation of leadership is constructed through cultural symbols, dialogues, and a meaningful storyline, generating new discourse about the ideal leader in modern society. This study is expected to enrich media and leadership studies and contribute to the development of contextual leadership insight among the younger generation.

Luthfia Luthfia; Muhamma Ridwan; Wahyuni Zam

Manfish: Jurnal Ilmiah Perikanan dan Peternakan 2025 Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

The fisheries sector plays a vital role in the national economy and represents a significant potential source of foreign exchange. The development of this sector must be strategically designed to address future challenges, which include anticipating changes in both production and consumer systems (markets), as well as shifts in resource potential. This study aims to identify and analyze effective business development strategies for UMKM Bandeng Sultan to expand its market reach. The research methodology includes both primary and secondary data collection through interviews and field observations, analyzed qualitatively using a descriptive approach. Data were collected directly from interviews and on-site observations to gain relevant insights into the current conditions of the Bandeng Sultan business. The results indicate that the SWOT coordinate score (0.6: 0.57) places the business in a favorable position, supporting the adoption of an aggressive growth strategy. Recommended strategic actions include enhancing digital and e-commerce marketing, expanding into the Java market and exploring export opportunities, diversifying product offerings and innovating flavor varieties, as well as improving product quality and hygiene standards. These findings demonstrate that UMKM Bandeng Sultan possesses strong internal capabilities and promising external opportunities for growth. Therefore, the implementation of aggressive strategies was considered appropriate to increase competitiveness and ensure long-term business sustainability in a highly competitive market environment.

M. Harry Mulya Zein

Jurnal Pelayanan Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

 National insight is an important foundation in the character development of Indonesia's young generation, especially in facing the challenges of globalization, digitalization, and changing values ​​among adolescents. This Community Service (PKM) activity aims to strengthen national insight for new students of SMAN 46 Jakarta through a contextual approach relevant to the conditions of today's youth. The contextual approach was chosen because it can help students understand the material by connecting the knowledge learned with their daily experiences, so that the learning process becomes more meaningful, easier to understand, and less abstract (Aminah et al., 2022; Parhan & Sukaenah, 2020). The methods used in this program include interactive counseling, group discussions, and reflections supported by audiovisual media close to students' daily lives, such as short videos, digital illustrations, and case simulations. This activity was held on July 14–16, 2025, as part of the School Environment Introduction Period (MPLS) and was attended by 450 new students in grade X. The results of the activity showed a significant increase in students' understanding of the concept of national insight from a practical and contextual perspective, with a focus on the values ​​of empathy, solidarity, mutual cooperation, anti-bullying, and positive creativity. Furthermore, this program succeeded in changing the paradigm of students from an understanding of national insight that initially tended to be normative and abstract to being more applicable in everyday life. This proves that strengthening national insight through a contextual approach can be an effective strategy in forming a young generation that is characterful, adaptive, and has social awareness.

Zainal Hakim; Yuliana Alfiyatin

Jurnal Bintang Pendidikan Indonesia 2025 Pusat Riset dan Inovasi Nasional

This study explores how strategic leadership can drive institutional transformation toward excellence in Islamic higher education. A qualitative research approach with an ethnographic orientation was adopted, conducted at UIN Sulthan Thaha Saifuddin Jambi, Indonesia, for one year, specifically during the university's preparation for national accreditation. Data were collected through three primary methods: participant observation in leadership meetings and quality assurance activities, in-depth interviews with 14 key informants (including university leaders, lecturers, and accreditation staff), and document analysis of the institution's strategic plan and accreditation report. Data analysis employed an inductive thematic procedure, in which interview transcripts, field notes, and institutional documents were analyzed to identify emerging themes. The research findings revealed that strategic leadership is realized through three main pillars: clear visionary direction, participatory management, and the integration of Islamic humanistic values ​​into institutional governance. Despite facing challenges such as structural fragmentation, limited financial resources, and cultural resistance to change, the leadership successfully mobilized collective commitment and aligned organizational efforts with accreditation goals. As a result, the university achieved the highest national accreditation rating (A). This study contributes theoretically by contextualizing strategic leadership within faith-based educational settings in developing countries and highlighting the importance of moral authority, inclusive communication, and organizational synergy. Practically, these findings offer valuable insights for Islamic university leaders seeking to foster excellence under constraints.

Ahmad Sohibul Borhan; Fajrin Fajrin; Dwi Arini

Globe: Publikasi Ilmu Teknik, Teknologi Kebumian, Ilmu Perkapalan 2025 Asosiasi Riset Ilmu Teknik Indonesia

Coal is one of the main energy sources and the largest contributor to national revenue; however, its management faces challenges related to limited availability and accuracy in reserve estimation. An essential aspect of mining management is monitoring the Run of Mine (ROM) volume, which plays a critical role in crushing, washing, and blending processes. This study aims to compare the accuracy of ROM volume measurements using Terrestrial Laser Scanner (TLS) and Unmanned Aerial Vehicle (UAV) methods in the production area of PT FAD, Berau Regency, East Kalimantan. A quantitative descriptive approach was employed, involving field data acquisition, three-dimensional modeling, and volume analysis using specialized software. The results show that ROM volume measured with TLS was 1,407.669 lcm, while UAV produced 1,387.357 lcm, with a difference of 20.312 lcm or 1.45%. This deviation is within the ASTM D6172-98 tolerance limit (<2%), indicating that both methods are valid. Although TLS offers higher accuracy, UAV is more effective and efficient in terms of measurement time, making it a reliable alternative for modern mining monitoring. This study provides practical insights for the mining industry in selecting ROM volume measurement methods that are not only accurate but also efficient in supporting sustainable operations and data-driven decision-making.

Anggi Dwi Cahyani; M. Badru Salam; Unis Fitriani; Nuhiyah Nuhiyah

Pajak dan Manajemen Keuangan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to explore the implementation of unity-based marketing management in enhancing consumer loyalty among university students at the Seblak Bujangan culinary microenterprise. As one of the local SMEs located near Sultan Ageng Tirtayasa University, Seblak Bujangan integrates the value of unity—derived from the Third Principle of Pancasila—into its marketing strategy, not only to attract customers but also to create a social space that strengthens community bonds. The research employs a descriptive qualitative method involving interviews, observations, and documentation to gain a deep understanding of marketing practices and their social implications. Findings reveal that Seblak Bujangan has successfully transformed from a simple food stall into a social hub for students by combining friendly service, a comfortable atmosphere, and creative digital marketing such as Instagram and TikTok promotions. The sense of togetherness and inclusivity fosters strong emotional attachment, leading to customer loyalty manifested through repeat visits and positive word-of-mouth. The study concludes that marketing strategies grounded in social and national values can enhance consumer engagement while contributing to social harmony. This approach provides new insights into value-based marketing for SMEs, showing that economic and social functions can coexist to create sustainable consumer relationships.