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Abstract. Semiotic analysis of advertising aims to uncover the hidden meanings behind visual and textual elements presented in promotional content. This study explores the semiotic features in smartphone advertising, focusing on Oppo as a case study. This study uses a comparative framework to analyze the similarities and differences between Oppo advertising and competing brands. The analysis is conducted through Charles Sanders Peirce's triadic model, consisting of representamen, object, and interpretant, as well as Roland Barthes' concepts of denotation and connotation. This study identifies symbolic, iconic, and indexical signs used in Oppo advertising to build brand identity and attract target audiences. Key findings reveal how visual elements, color schemes, and slogans emphasize innovation, premium quality, and emotional connection. Comparative insights highlight Oppo's differentiation strategies, such as integrating cultural nuances and leveraging aspirational imagery, to strengthen its market position. The results of this study provide a deeper understanding of how semiotic strategies influence consumer perception and purchasing behavior, as well as provide practical implications for marketers and advertisers. This study bridges the gap between semiotic theory and its application in modern advertising, providing a comprehensive perspective on the power of signs in shaping brand narratives.

This study aims to analyze the positive impact of social media interaction (source credibility, source homophily and content quality) on future intention. The study used a quantitative approach involving 120 online travel agent consumers in Semarang, obtained by purposive sampling. Data were obtained by online questionnaires and then analyzed by multiple linear regression analysis. The study results are that source credibility has a positive effect on future intention, source homophily has a positive effect on future intention, and content quality has a positive effect on future intention. The study concludes that social media interaction (source credibility, source homophily, and content quality) positively impacts future intention.

Small and Medium Enterprises (SMEs) play a crucial role in economic growth but often face challenges in expanding their market reach. Utilizing social media as a marketing platform can be an effective and efficient solution to enhance the competitiveness of SMEs. This community service activity aims to optimize the use of social media for product marketing by SMEs in Mekarmukti Village through intensive training. The training covers an introduction to social media platforms, techniques for creating engaging content, digital marketing strategies, and performance analysis. The methods employed include participatory approaches, hands-on practice sessions, and group discussions. The results of the activity indicate an increase in participants' understanding and skills in using social media to promote products. Furthermore, participants are capable of creating creative content and designing more structured marketing strategies. Consequently, this training has a positive impact on the development of SME marketing in Mekarmukti Village and is expected to increase income and business sustainability for SME entrepreneurs..

This study discusses the role of social media in enhancing brand awareness among Generation Z (Gen Z), a group known for their digital savvy and high reliance on technology. Gen Z, born between 1997 and 2012, are highly connected consumers on social media platforms such as Instagram, TikTok , and YouTube . Social media has become a major channel for building and increasing brand awareness due to its ability to reach a wide audience , interact directly, and provide a personalized experience. Through a literature review, this article identifies factors that influence the effectiveness of social media in increasing brand awareness. awareness , including choosing the right platform, relevant and engaging content, and user engagement. In addition, the study also discusses the challenges that brands face in building awareness among Gen Z, such as information overload and the tendency of audiences to be more critical of advertising. The results of this review can provide insights for marketers in designing more effective social media strategies for the younger generation and help brands stay relevant in an increasingly competitive market.

MSMEs (Enterprises, Micro, Small and Medium Enterprises) play a crucial role in the economy in Indonesia, but many MSME owners (Micro, Small and Medium Enterprises) have not maximized digital technology in their business activities, so they cannot develop and explore technological advances. Seblak MSMEs in Kedung Waringin are one of the businesses that have great potential to compete and promote in digital technology. This community service activity aims to provide digital content creation training to Seblak MSME actors in Kedung Waringin. This training includes creating attractive product photos, creating simple promotional videos, as well as marketing techniques through social media such as Instagram and Tiktok. The methods used in the training include discussions, and content creation practices. The results of this activity showed an increase in participants' understanding of the importance of digital content in supporting promotions and abilities in creating relevant and interesting Seblak content in Kedung Waringin. With this training, it is hoped that MSMEs will carry out more effective digital promotions so that they can increase their competitiveness through this training. The number of participants is expected to be approximately 20 participants of Seblak MSMEs in Kedung Waringin so that they can create maximum results

In today's increasingly competitive digital business environment, entrepreneurs must develop smarter and more effective marketing strategies to promote their products. Food vloggers play a pivotal role by influencing their followers through social media content, particularly culinary reviews and personal experiences with food products, which encourage followers to purchase the recommended items. This study investigates the impact of marketing content and customer engagement on the purchase intentions of followers of the @sigerfoodies Instagram account.  Using a quantitative research approach, data were collected through questionnaires, employing a non-probability sampling method with a purposive sampling technique. The sample consisted of 140 respondents. Data analysis, including instrument validity, normality tests, multiple linear regression, and hypothesis testing, was conducted using SPSS 26. The findings indicate that both marketing content and customer engagement of @sigerfoodies significantly and positively affect the purchase intentions of culinary products in Bandar Lampung. To enhance its influence, Sigerfoodies is encouraged to organize giveaways, share engaging culinary facts, and foster interactions with followers to strengthen long-term relationships.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, particularly as job providers and drivers of local economic growth. However, the main challenges faced by MSMEs include limited market access, business management, and marketing strategies. This study aims to explore the mentoring strategy of the milkshake beverage MSME BIIMILK through social media, with a focus on optimizing digital marketing. The methods used include observation, strategy development, and mentoring and evaluation, involving SWOT analysis, training in creative content creation, and the use of digital ad features such as Ads META. The results show that this strategy successfully increased content posting consistency, audience engagement, and product sales. Mentoring MSMEs through social media has proven effective in improving competitiveness, visibility, and customer loyalty. This study recommends the sustainability of social media utilization to drive business growth for MSMEs in the digital era.  

This study aims to explore the concept of ethical virtue in the teachings of Sufism of Abdul Qadir al-Jailani and its relevance in the formation of modern human character. According to al-Jailani, purification of the soul is a key element in achieving moral perfection. This process consists of several spiritual stages, namely repentance, which means returning to Allah with regret and determination to improve oneself; zuhud, freeing oneself from worldly attachments; tawakal, which is surrendering oneself completely to the will of Allah; patience, being steadfast in facing all life's tests; honesty, behaving according to the truth; gratitude, always being grateful for all the blessings given; and ridha, accepting all His decisions sincerely. These stages aim to improve individual morals and guide them towards a better life spiritually and ethically. This study uses a library research method with a qualitative approach, in which content analysis techniques are applied to comprehensively understand al-Jailani's teachings. The results of the study indicate that the concept of ethical virtue taught by al-Jailani is very relevant in the development of human character, both in the past and the present. His teachings can be integrated into the modern ethical and moral education system as an effort to form individuals with noble morals. The appreciation of these values allows humans to live more meaningfully, have good morals, and contribute to creating a more dignified society. In facing modern moral challenges, such as materialism and individualism, al-Jailani's teachings can be a relevant and sustainable ethical guide.

This study aims to explore the role of entrepreneurship-based social studies learning in building the independent character of 5th grade elementary school students. Using a qualitative approach, this study examines the impact of implementing entrepreneurial learning in the context of social studies on the development of students' independent attitudes, social skills, and ability to innovate. Data were obtained through literature review and content analysis of various relevant literatures, as well as observation of entrepreneurship learning practices in elementary schools. The results show that entrepreneurship-based social studies learning significantly contributes to improving students' independent character, including the ability to make decisions, manage resources, and innovate in solving problems. In addition, this learning also strengthens students' social skills, such as cooperation, communication and leadership. This research suggests that entrepreneurship-based social studies learning should be further expanded at the primary school level to support better development of students' independent character and prepare them to face future social and economic challenges.  

This study aims to analyze the use of YouTube in Islamic Religious Education (IRE) learning in schools. The results indicate that the use of YouTube enhances students' interest, facilitates the understanding of abstract material, and develops critical thinking and digital skills. Videos presented through YouTube help students understand IRE content in a more engaging and practical way, particularly in matters of theology, worship practices, and Islamic history. Despite the many benefits, the use of YouTube also faces challenges such as the selection of appropriate content, limitations in technological infrastructure, risk of distractions, and more complex time management. Therefore, strict supervision, careful content selection, and effective classroom management by teachers are necessary to optimize the use of YouTube in IRE learning. This study recommends the proper integration of YouTube into the learning process, supported by improved infrastructure and teacher training.

Sundanese culture is one of Indonesia's rich and unique cultures. Sundanese culture is known as a culture that upholds high manners. Sundanese has very diverse arts, for example pupuh, pupuh can be categorized as one of the Sundanese arts. Pupuh is an inseparable part of Sundanese tradition and culture, so preserving it means preserving cultural heritage. Pupuh is also a traditional poetic work in Sundanese literature that has characteristics that have certain rules such as the number of syllables (guru wilangan), the final sound of the word (guru lagu), and the number of lines (pada lisan) in each stanza. In addition, pupuh also has its own character or characteristics that distinguish it from one another. However, pupuh is not just written poetry. Pupuh is also often combined with music and dance. So that it becomes a complete art performance. Pupuh production involves creativity in word choice, rhyme and rhythm to convey a message. The themes raised in pupuh are very diverse, ranging from love, affection, life, daily life, to advice and moral teachings. Through pupuh, we can understand more about the history, customs and noble values of the Sundanese people.Pupuh kinanti and pupuh balakbak are pupuh in Sundanese literature. Pupuh kinanti is a pupuh known for its expression of affection. The characteristic of pupuh kinanti lies in its guru wilangan and guru lagunya. While pupuh balakbak is a pupuh that is more inclined to the theme of humor, satire, and even social criticism. The language used is more relaxed and straightforward, has a different guru song and guru wilangan from kinanti. The basic difference between pupuh kinanti and balakbak lies in the theme, atmosphere, and social function. Pupuh kinanti is more introspective and explores inner feelings while pupuh balakbak is more extroverted and functions as a means of entertainment.Besides being a form of self-expression, pupuh also has social functions such as education, entertainment, and cultural preservation. Pupuh has developed over time, both in terms of form and content. Pupuh is not only present in literary works, but also in the daily life of the Sundanese community, for example in folk songs or rhymes.

The low awareness and motivation of students (santri) at the Miftahul Huda Islamic boarding school to pursue higher education abroad is a primary issue, stemming from a lack of English proficiency, limited information, and conventional teaching methods. This Community Service (PkM) program aimed to enhance the santri's English language skills and motivation for further studies. The method involved three stages: preparation through surveys and interviews; implementation of a motivation seminar and interactive English training covering reading, listening, speaking, and writing; and evaluation using pre-tests, post-tests, and questionnaires. The program's content focused on addressing the key challenges faced by the santri, including language barriers and the lack of exposure to scholarship opportunities. The results demonstrated the program's significant effectiveness. There was an average 40% increase in English proficiency scores, with participants showing improved communication skills across all four language areas. Additionally, students' motivation to study abroad increased from 30% to 85%. This program successfully fostered the santri's interest in higher education opportunities abroad and built their self-confidence, evidenced by the formation of a proactive discussion group seeking scholarship information and further academic guidance.

This research aims to describe digital marketing management regarding promotions In tourist attractions, the Cirendeu traditional village is often little known. This background is designing, developing and promoting a destination for the purpose of achieving tourism benefits. This marketing focuses on creating sustainable relationships between tourism businesses and consumers by utilizing digital technology such as social media, websites and tourism applications. The problems found in the field are 1. internet limitations and lack of understanding of the importance of digital promotion 2. adaptation in digital era: Technology towards changes that continue to develop, 3. businesses in the tourism sector must have high creativity so that consumers can produce digital content with valuable quality according to their interests. The methods used include direct observation, interviews, distributing questionnaires and heritage studies. The results of this research show that the management of the Cirendeu Traditional Village tourist attraction does not understand digital-based promotion in the current era, due to internet limitations.Apart from that, this research can provide understanding and insight for Cirendeu traditional village tourism managers to be able to develop digital promotion strategies that are more effective and sustainable

The purpose of this study was to determine the basic learning strategies that can be used to increase students' knowledge. This research uses literature review method. Learning strategies are very useful for teachers and students in the learning process. For teachers, this learning strategy is used as a new and systematic regulatory reference in the implementation of learning. For students the use of learning strategies can facilitate the learning process and understand the content of learning, because each learning strategy is designed to facilitate the learning process. It is hoped that this learning strategy can improve student learning outcomes.

The development of digital technology provides great opportunities for the younger generation to be involved in the business world, but it also brings challenges related to ethics and social responsibility. This study aims to examine the importance of socialization of ethics and responsibility in digital business among students of Dian Andalas Padang High School. Through socialization activities, students are expected to understand the basic principles of ethics in digital business, such as honesty in transactions, personal data protection, and social responsibility to society and the environment. In addition, this activity also aims to increase students' awareness of developing digital issues, such as online fraud and the spread of negative content. The expected result of this socialization is the formation of student characters who are more responsible, independent, and intelligent in using technology positively. With a better understanding of ethics and responsibility, students are expected to develop a sustainable digital business and make a positive impact. Overall, this socialization is expected to equip students with skills and values that support them in becoming successful and integrity digital business actors in the future.

In today’s era, social media has become a driving force for increasing digital entrepreneurship. Businesses are utilizing social media sites such as Instagram, TikTok, LinkedIn, or even Facebook to brand their companies or products and interact with clients. This is great news for businesses, especially SMEs, to have low-cost access to key markets worldwide. One evident trend is the emergence of social commerce – business-to-consumer commerce without intermediaries, exclusive of other e-commerce models. However, the adoption of social media in digital entrepreneurship comes with several challenges, such as changes in algorithms that can affect content visibility and risks related to data security and user privacy. Nevertheless, social media remains useful in terms of analytics to support strategic decisions. This study shows the value of social media for entrepreneurship and technologies that help improve content personalization and consumer behavior analysis, such as artificial intelligence and big data. This study attempts to fill the gap in the literature by looking at the differences in the outcomes of social media use in developing and developed countries and the outcomes of new technologies on digital business ventures.

The purpose of the research is to find out FoMO in analyzing customer satisfaction. SLR method in writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic raised, and identifying gaps in existing knowledge. A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying inclusion and exclusion criteria, 1,098 out of 3,977 articles were deemed relevant. Thereafter, these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in this study. Based on data from SLR the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis. The results of writing the article found that Fear of Missing Out (FoMO), which capitalizes on the feeling of fear of missing an opportunity, is proven to increase consumer confidence to make a purchase immediately.  Effective marketing strategies in leveraging Fear of Missing Out (FoMO) often involve elements of time constraints and product popularity that can trigger impulsive behavior in consumers. Social media marketing also plays an important role by creating interactions that attract consumers through trending content. The findings in this study enable brands to strengthen emotional connections with consumers, expand reach, and drive engagement in purchase decisions.

Digital natives spend 79% of their time accessing the internet every day. This research aims to map the use of social media among digital natives. This research, which lasted six months, used qualitative methods and an explanatory case study approach. The informants involved were 225 informants. The results of this research are divided into three domains, namely reasons for using social media, goals for using social media in everyday life, and self-evaluation of social media use. These three domains are comprehensively integrated by digital natives in processing information content, interpreting and evaluating themselves as intelligent social media users.

This research is an experiment in making otak-otak cakalang and ear mushroom as a product innovation. This researcher aims to determine; 1) the results of sensory quality including color, aroma, density, taste, and liking; 2) the content of water content, protein, fat, ash and fiber. This research is an experimental research with a factor pattern of comparison of the amount of ear mushrooms and skipjack with 3 treatments, namely (1:5), (1:3), (1:2) with sensory quality assessment by 5 trained panelists and 35 semi trained. Data analysis using Single Anova (one way). The results showed: 1)  The proportion of ear mushroom and skipjack fish affects the aroma, taste, density but has no effect on the color of otak-otak cakalang. Otak-otak cakalang made from skipjack and ear mushrooms produce cream-colored products, savory fish aroma, and have a dense density. Products that are well received by panelists are 100:200 ratio which is the amount of 100 grams of ear mushrooms and 200 grams of tuna and, 2) The nutritional content of otak-otak cakalang shows that it has a content per 100 grams of water content of 28.96%, protein 13.87%, fat 4.51%, ash content 0.31% and fiber 2.35%.

This research delves into examining how the Contextual Teaching and Learning (CTL) model can be applied to enhance students' academic performance in Social Sciences (IPS) for fourth-grade students at Madrasah Ibtidaiyah (MI). This research centers on studying literature to examine how the CTL model connects academic content with students' everyday experiences. By enhancing students' critical and social thinking abilities, this study aims to offer insights to educators on how to incorporate successful teaching approaches in madrasas to enhance student academic performance.