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This study aims to analyze the influence of Brand Awareness, Product Quality, and E-Word of Mouth on consumer purchase intention at Pusat Oleh-Oleh X. The selection of Pusat Oleh-Oleh X was based on considerations related to the characteristics and relevance of the souvenir center. This is a quantitative study with a population that is not definitively known in terms of the number of visitors to Pusat Oleh-Oleh X, located on Jl. Pamenang, Desa Toyoresmi, Kec. Ngasem, Kabupaten Kediri. The sample consists of 96 respondents, calculated using the Lemeshow formula. The analysis methods used in this study include descriptive statistics, validity testing, reliability testing, classical assumption testing, and multiple linear regression analysis, with data processed using SPSS 25 (Statistical Product and Service Solution). This analysis aimed to test the effect of each independent variable on consumer purchase intention. The results of the study indicate that, partially, both Brand Awareness and E-Word of Mouth significantly influence consumer purchase intention at Pusat Oleh-Oleh X. This suggests that higher brand awareness and positive information spread through E-Word of Mouth increase consumer purchase intention. On the other hand, product quality does not have a significant effect on purchase intention at Pusat Oleh-Oleh X, although product quality remains a relevant factor in consumer purchasing decisions. Simultaneously, Brand Awareness, Product Quality, and E-Word of Mouth significantly affect consumer purchase intention at Pusat Oleh-Oleh X. These findings suggest that these factors interact with each other in influencing consumer purchasing decisions. Therefore, it is important for the management of Pusat Oleh-Oleh X to focus on increasing brand awareness and leveraging E-Word of Mouth to attract more consumers.

Competition in the local culinary business is getting fiercer as consumers become more selective in choosing products based on quality, experience, and social media influence. Nasi Uduk Pemuda in Doko Village, Kediri Regency, is one of the culinary businesses that strives to survive by leveraging brand trust, distinctive flavors, and promotions through social media influencers. This study aims to analyze the extent to which brand trust, flavor, and social media influencers influence consumer purchasing decisions. The research method used is quantitative with a survey approach to consumers who have purchased the product. The number of samples was determined using the Slovin formula to ensure representativeness. Data collection was carried out through questionnaires, then analyzed using SPSS 29 software. The analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous f-tests, and calculation of the coefficient of determination (R²). The results show that partially, brand trust has a positive and significant influence on purchasing decisions, as does the taste variable, which has been shown to play an important role in driving consumer loyalty and repurchase intention. Meanwhile, promotion through social media influencers showed a positive but insignificant influence, indicating that the presence of influencers does not fully determine consumer decisions in the context of traditional culinary products. The f-test showed that all three variables simultaneously had a significant influence on purchasing decisions. The coefficient of determination (R²) value of 0.669 indicates that 66.9% of the variation in purchasing decisions can be explained by brand trust, taste, and social media influencers, while the remainder is influenced by other factors outside the study. This finding emphasizes the importance of maintaining consistent product quality, building brand trust, and continuing to utilize social media strategically as an effort to increase the competitiveness of local culinary businesses.

This study the analyze the influence of financial performance as a predictor of stock price in the property and real estate sector listed on the IDX for the 2020-2024 period, using a sample consists of 12 property companies. The financial performance variables used in this study include ROE, EPS, CR, and TATO. The result of show that simultaneously,all four variables have a significant  effect on stock prices. Partially, only ROE, EPS, and TATO have a significant impact, while CR has no significant effect. The analysis methods include descriptive statistics, classical assumption tests, multiple linear regression, and F Satatistical tests. The findings confirm that profitability, particularly (ROE and EPS) and asset efficiency (TATO), are the factors consideres  by investors when evaluating stocks in the property sector.  The analysis methods used in this study include descriptive statistics to summarize the data, classical assumption tests to ensure the validity of the regression model, multiple linear regression to examine the relationship between the financial performance variables and stock prices, and F-statistical tests to evaluate the overall significance of the model. The findings suggest that profitability, particularly ROE and EPS, and asset efficiency, represented by TATO, are the key factors considered by investors when evaluating stocks in the property sector.These results imply that investors in the property and real estate sector prioritize financial performance metrics that reflect the company's ability to generate returns and utilize its assets effectively. Specifically, ROE and EPS serve as crucial indicators of profitability and are closely monitored by market participants. On the other hand, CR, which measures the company's short-term liquidity, does not appear to have the same level of influence on stock prices.  

Job satisfaction is a crucial indicator in achieving optimal employee performance. Satisfied employees tend to be more productive and perform better in their roles. Various factors affect job satisfaction, including career development and work-life balance. Career development provides direction and motivation for employees to reach higher career levels, enhancing their sense of achievement and attachment to their work. Meanwhile, work-life balance plays an essential role in maintaining a balance between work responsibilities and personal life. A good balance helps prevent stress, burnout, and improves overall employee well-being. This study aims to examine the impact of career development and work-life balance on job satisfaction among production employees in the Speaker Department at PT X. The research used a quantitative method with a causal associative approach. Total sampling was applied, involving 71 respondents from the department. Data were collected through direct observation and questionnaires focusing on employees' perceptions of career development and their work-life balance. The collected data were analyzed using SPSS version 23 with various statistical tests, including validity, reliability, classical assumption tests, multiple linear regression, t-tests, f-tests, and the coefficient of determination. The results showed that both career development and work-life balance positively and significantly influence job satisfaction, both partially and simultaneously. These two factors collectively impact the job satisfaction levels of employees in the company. These findings offer strategic insights for human resource management, which can be used to design better policies that support employee satisfaction and performance.

Compensation and the work environment are two essential factors that significantly affect employee productivity, particularly in community-owned enterprises (BUMDes) engaged in the tourism sector. A fair remuneration system motivates employees to work optimally, while a supportive physical and psychosocial work environment creates comfort that enhances job performance. This study aims to examine the influence of compensation and work environment on employee productivity in BUMDes Kedungudi, which serves as one of the local driving forces in developing tourism-based community economic empowerment. This research employed a quantitative approach using a survey method with a total sample of 37 tourism sector employees of BUMDes Kedungudi. Data were collected through structured questionnaires, which were subsequently analyzed using SPSS version 28. The analytical procedures included validity and reliability testing, classical assumption testing such as normality, multicollinearity, and heteroscedasticity checks, as well as multiple linear regression analysis to determine the effect of independent variables on employee productivity. The results revealed that both compensation and work environment had a positive and significant influence on productivity. Specifically, compensation demonstrated a coefficient value of β = 0.205 with a significance level of p = 0.007, while the work environment showed a stronger effect with β = 0.281 and p = 0.002. Furthermore, the regression model indicated that the combination of these two variables was able to explain 68.0% of the variance in employee productivity (Adjusted R² = 0.680; p < 0.001). This finding highlights the strategic importance of remuneration policies and workplace conditions in enhancing organizational performance within community-owned enterprises.

This study aims to empirically examine the influence of compensation, work motivation, and work environment on employee turnover intention at PT. XYZ, Kimia Merak Division. This study is expected to contribute both theoretically and practically in the field of human resource management, particularly in reducing employee turnover. The problem of turnover intention is a crucial issue because it can have negative impacts on organizational sustainability, such as increased recruitment costs, disrupted productivity, and the loss of experienced employees. The research method used is a quantitative approach with a purposive sampling technique. The study sample consisted of 75 permanent employees who have worked for at least two years. Data collection was carried out using a questionnaire instrument that has been tested for validity and reliability. Data analysis used multiple linear regression to test the influence of independent variables on the dependent variable. The results of the study indicate that compensation, work motivation, and work environment each have a negative and significant effect on turnover intention. This means that the better the compensation provided, the higher the employee's work motivation, and the more conducive the work environment, the lower the tendency of employees to intend to leave the company. The findings indicate that improving compensation packages, enhancing employee motivation, and maintaining a supportive work environment are crucial strategies to reduce turnover intention. Based on these results, companies are advised to design fair and competitive compensation systems, create programs that enhance intrinsic and extrinsic motivation, and ensure a safe, comfortable, and supportive work environment for employee performance. This way, companies can retain quality human resources and maintain operational stability.

This study aims to analyze the influence of professionalism and work discipline on teacher performance at MTsN 1 X. Professionalism is the attitude and ability of teachers in carrying out tasks in accordance with established competency standards, while work discipline reflects teacher compliance with the rules and responsibilities given. Teacher performance is seen as an important factor in determining the quality of education, so this study is relevant to support school quality improvement. This study uses a quantitative approach with a survey method. The study population was all 55 teachers at MTsN 1 X, who were also sampled using a saturated sampling technique. The research instrument was a Likert scale questionnaire that had passed validity and reliability tests. Data analysis was carried out by multiple linear regression using the latest version of the SPSS program. The statistical analysis was conducted to determine both partial and simultaneous effects of the independent variables on teacher performance. The results showed that professionalism partially had a significant effect on teacher performance with a significance value of 0.004. Work discipline also had a significant effect with a significance value of 0.003. The simultaneous test showed that professionalism and work discipline together had a significant effect on teacher performance with a significance value of 0.000. The coefficient of determination (R²) of 0.536 indicates that 53.6% of the variation in teacher performance can be explained by these two variables, while the remaining 46.4% is influenced by factors outside this study. These findings highlight the importance of maintaining professional standards and strict discipline to achieve optimal educational outcomes. The implication of this research is the need for schools to design targeted and sustainable teacher development programs to improve professionalism and work discipline. In conclusion, fostering professionalism and discipline is a strategic step to enhance teacher performance and educational quality.

Badung Market, as one of the largest traditional markets in Denpasar City, serves as a central hub of economic activity and sustains the livelihood of a substantial number of women traders. The presence of women in this sector is not only a reflection of their economic role but also of their contribution to household welfare and community development. This study aims to analyze the influence of education, income, dependents, and age on women’s decisions to work as traders in Pasar Badung. Employing a quantitative approach with an associative design, the research involved 88 respondents selected through purposive sampling from a total population of 768 female traders. Data collection methods included questionnaires, direct observation, and interviews, while data analysis utilized multiple linear regression preceded by validity, reliability, and classical assumption tests to ensure robustness. The results indicate that, simultaneously, all independent variables significantly affect women’s decision to engage in trading activities. Partially, education, dependents, and age show a significant positive effect, suggesting that higher educational attainment, greater family responsibilities, and maturity increase women’s participation in trading. In contrast, husband’s income exerts a significant negative effect, implying that higher spousal earnings reduce the economic pressure for women to seek income through market trading. These findings highlight that economic necessity, household responsibilities, and social roles remain the primary motivators for women’s active involvement in traditional market activities. The implications of this study are relevant for policymakers and local governments, particularly in designing targeted empowerment programs, skills training, and economic support mechanisms to enhance women’s entrepreneurial capacity in traditional markets. Strengthening women’s roles in this sector is crucial not only for family welfare but also for broader community resilience and local economic growth.

This Study aims to explain and test the hypothesis regarding yhe influence of job satisfaction, work environment, and leadership style on the performance of PR. Alaina Fajar Berlian Tulungagung. This study is a descriptive study with a quantitative approach, using nonprobability techniques with a purposive sampling method. The population in this study was 627 employes, with a sample of 87 employes. Data analysis techniques used include validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, t tests (partial),F tets (simultaneous), and coefficients of determination (R2), which are processed using SPSS version 23.   Based on the results of the study, it can be concluded that partially the job satisfaction variable does not have a significant effect on employe performance, with a significant value of  0,060 > 0,05 and a tcount value < ttable of  1,904 < 1,998. The work environment variable does not have a partial significant effect on employe performance, with a significant value of  0,,604 > 0,05 and a tcount value < ttable of  0,520 < 1.998. The leadership style variable does not have a partial significant effect on employe performance, with a significant value of  0,262 > 0,05 with a tcount < ttable of  1,129 < 1,998. Simultaneously, the variables of job satisfaction, work environment, and leadership style do not have a significant effect on employe performance at PR. Alaina Fajar Berlian Tulungagung, with a significant value of  0,084 > 0,05 with a Fcount value < Ftable of  2,297 < 2,215. This, job satisfaction, work environment, and leadership style do not significantly affect the performance of employe PR. Alaina Fajar Berlian Tulungagung. This shows that the hypothesis Ho is accepted and Ha is rejected. 

This study aims to examine the influence of location, product variety, and brand image on savings customer loyalty at the Head Office of PT. BPR Jwalita Trenggalek Perseroda. Customer loyalty is a crucial factor for the sustainability of a banking institution, as loyal customers not only continue to use banking services but also tend to recommend them to others, thereby contributing to long-term growth. The variables examined in this study—location, product variety, and brand image—were chosen because they represent essential aspects that can strengthen the relationship between customers and the bank. This research employed a quantitative approach to ensure objectivity in data collection and analysis. The primary data were gathered through observation, interviews, and structured questionnaires distributed to savings customers of the bank, while secondary data were obtained through a literature review. The analytical techniques applied included validity and reliability testing to ensure the accuracy and consistency of the instruments, classical assumption tests to meet regression requirements, and multiple linear regression analysis to measure the influence of each independent variable on the dependent variable. Furthermore, hypothesis testing was conducted using the t-test and F-test, complemented by the coefficient of determination to measure the explanatory power of the model. The findings reveal that: (1) location has a significant effect on customer loyalty, indicating that accessibility and convenience play a vital role in customer decisions to remain loyal; (2) product variety significantly influences customer loyalty, demonstrating that diverse and innovative savings products attract and retain customers; and (3) brand image also has a significant effect on customer loyalty, suggesting that trust and positive perceptions toward the bank strengthen long-term relationships. Finally, the study confirms that location, product variety, and brand image simultaneously exert a significant effect on customer loyalty. These results underscore the importance for banking institutions to continuously improve service accessibility, diversify financial products, and build a strong brand image in order to enhance customer loyalty and maintain competitiveness in the financial services industry.

This study was conducted to analyze the influence of motivation, work discipline, and work ability on service quality at the Village-Owned Enterprise (BUMDes) in Kedungudi Village, Trawas District, Mojokerto Regency. The background of the study stems from the important role of human resources in supporting the quality of public services, especially in the Waste Bank business unit managed by the BUMDes. Human resources are considered the most strategic asset in achieving organizational goals, especially in community-based enterprises such as village-owned enterprises. The study used a quantitative approach with a survey method. The research sample was all 25 BUMDes employees and was determined using a saturated sampling technique. The research instrument was a questionnaire with a Likert scale that had undergone validity and reliability tests. The use of a Likert scale questionnaire ensures measurable perceptions and attitudes from respondents regarding the studied variables. Data analysis was conducted through multiple linear regression with the assistance of SPSS software. The results showed that partially, work discipline and work ability had a significant positive effect on service quality, while motivation had a significant negative effect. This finding indicates that motivation, if not aligned with organizational needs, may lead to counterproductive outcomes. Simultaneous testing showed that all three variables significantly influenced service quality, with a coefficient of determination of 68.8%. In other words, nearly 70 percent of service quality can be explained by motivation, work discipline, and work ability. This finding underscores the importance of holistic human resource management, encompassing strengthening work discipline, improving competency, and reviewing the motivation system to align with both organizational and individual needs. Research recommendations include evaluating the motivational models used, consistently monitoring discipline, and providing ongoing training. Continuous training and development programs are essential to sustaining and improving service quality in the Kedungudi Village-Owned Enterprise (BUMDes).  

This study is motivated by the importance of emotion regulation skills among university students who are in the transitional phase toward early adulthood, where academic, social, and personal pressures can affect psychological well-being. Spiritual intelligence is considered one of the factors that can support this ability. The purpose of this study is to determine the relationship between spiritual intelligence and emotion regulation among students of the Faculty of Science, Technology, and Health, Universitas Sahid Surakarta. This research employed a quantitative method with a correlational design. The sample consisted of 196 students selected through purposive sampling. The research instruments were a spiritual intelligence scale and an emotion regulation scale, both of which had been tested for validity and reliability. Data were analyzed using Pearson Product Moment correlation. The results showed a very strong and significant positive relationship between spiritual intelligence and emotion regulation (r = 0.883; p < 0.05). These findings indicate that the higher the students’ spiritual intelligence, the better their ability to recognize, evaluate, and manage emotions. The implications of this study emphasize the importance of developing spiritual intelligence in higher education settings as an effort to enhance students’ emotion regulation abilities.

Environmental issues are complex and increasingly important. This is also true in the industrial sector, particularly in the culinary industry. Currently, public awareness of environmental issues is increasing, leading consumers to consider eco-friendly factors in their daily lives. The concept of eco-friendliness in the coffee shop industry has become an increasingly popular trend. Especially in the food and beverage (F&B) industry, which plays a significant role in waste production, particularly plastic and food waste. Therefore, the concept of eco-friendly practices has emerged in the F&B industry. This can take the form of using environmentally friendly food ingredients, eco-friendly packaging, and the café concept itself, which conveys an eco-friendly image that can increase consumer purchasing interest. This is implemented by Fore Cafe and Coffee Galaxy Bekasi. This study aims to investigate how the eco-friendly concept is implemented and its impact on consumer purchasing interest at Fore Cafe & Coffee Galaxy Bekasi. The study employs a quantitative approach with a sample and population of 99 consumers of Fore Cafe & Coffee Galaxy Bekasi, selected randomly. The analysis uses validity tests, reliability tests, normality tests, and T-statistical test. The results of the research and data processing using SPSS version 25 showed that the Eco-Friendly concept had an effect on increasing consumer interest in purchasing Fore Cafe & Coffee Galaxy Bekasi, and certainly had a positive effect on environmental conditions.

This study aims to analyze the role of organizational culture in optimizing employee performance in Lebak Bulus Village, South Jakarta. A strong organizational culture is considered to have a significant contribution in improving the effectiveness of government officials and the quality of public services to the community. This study uses a qualitative descriptive approach with a phenomenological method, which emphasizes an in-depth understanding of the experiences, views, and behaviors of employees in carrying out their duties in their work environment. The research focuses on actors (employees), social situations, and activities that occur within the village environment. Data collection techniques were carried out through observation, in-depth interviews with key and primary informants, and documentation. Data validity was tested through triangulation of sources and techniques to increase the validity of the research results. The results show that the organizational culture in Lebak Bulus Village has strengths in the aspects of innovation and risk-taking, orientation towards results, orientation towards people, and stability. However, several weaknesses were still found, such as low individual initiative, lack of attention to detail, weak team orientation, minimal levels of aggressiveness, and limited employee experience and accuracy. Opportunities for improvement can be pursued through ongoing training and the digitalization of public services, although challenges remain, including a passive work culture and resistance to policy change. Overall, organizational culture plays a crucial role in supporting employee performance improvement, but a sustainable strategy is needed to strengthen professionalism and build a more adaptive and progressive work culture. Efforts to address identified weaknesses, such as improving communication between employees, developing leadership skills, and enhancing discipline in carrying out tasks, are essential for the continued development of a positive organizational culture. Furthermore, awareness of the importance of collaboration across organizational divisions must be instilled to create a more productive and efficient work environment.

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.

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 study aims to examine the influence of motivation, work enthusiasm, and work discipline on the performance of employees at PT. Pos Indonesia (Persero), Kediri Branch Office. A quantitative research approach was employed with a total population of 64 respondents. The sampling technique applied was saturated sampling, resulting in all 64 members of the population being used as the research sample. Data analysis was conducted using SPSS 25.0. The research process included validity and reliability assessments, classical assumption evaluations, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and calculation of the coefficient of determination (R²). The results reveal that, individually, motivation, work enthusiasm, and work discipline each have a significant impact on employee performance. Moreover, when considered together, these three factors also exert a significant influence on employee performance.

This study aims to analyze the influence of hard skills and soft skills on job readiness through self-efficacy as a mediating variable in students at the Faculty of Economics and Business, Yogyakarta State University. The background of the study is rooted in the increasing demands of the job market, which emphasize not only technical competence but also interpersonal skills and individual confidence in their own capabilities. As the world of work becomes increasingly competitive, the ability to balance technical skills with psychological readiness becomes a crucial factor. This study employed a quantitative approach with descriptive analysis and path analysis. A total of 229 respondents were selected using a two-stage random sampling method to ensure adequate representation. The data were analyzed using SmartPLS to test the validity, reliability, and fit of the structural model. The results revealed that hard skills had a significant but negative effect on job readiness, while soft skills showed a positive but statistically insignificant effect. Both hard and soft skills were shown to have a positive and significant effect on self-efficacy, with self-efficacy having a significant effect on job readiness. Further findings indicate that self-efficacy mediates the relationship between hard skills and job readiness, but not the relationship between soft skills and job readiness. Overall, this research emphasizes the importance of integrating hard skills, soft skills, and self-efficacy in building student job readiness. The implication is that universities need to design curricula and student development programs that not only strengthen technical competencies but also foster interpersonal skills and self-confidence so that graduates can compete in a dynamic job market.

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.

This research focuses on the role of Islamic Religious Education (PAI) teachers in actualizing the values of Ahlussunnah Wal Jamaah (Aswaja) Annahdliyah as one of the Islamic guidelines that develop and are firmly rooted in Indonesia. Aswaja values have distinctive characteristics that emphasize moderation, tolerance, and maintaining religious traditions that have been acculturated with local culture without abandoning the principles of Islamic law. In the context of education, Aswaja is an important foundation in shaping the character of students who are religious, nationalist, and able to appreciate diversity in a multicultural society. The purpose of this study is to find out: (1) how to implement the role of PAI teachers in integrating Aswaja values in the learning process at MA NU Assalafie Babakan Ciwaringin Cirebon, (2) problems that arise in the actualization process, such as limited student understanding, differences in family backgrounds, to the challenges of globalization currents that can affect religious understanding, and (3) efforts made by teachers to overcome them, for example, through a personal approach, strengthening Aswaja-based teaching materials, and collaboration with schools and parents. This study uses a qualitative method with a field study approach. Data was obtained through observation, in-depth interviews with madrasah heads, deputy heads of student affairs, and five PAI teachers, and documentation of learning activities. Data analysis was carried out through the stages of reduction, presentation, and conclusion drawn, then tested for validity with the source triangulation technique. The results of the study show that the role of PAI teachers is very crucial in maintaining the value of Aswaja so that it remains relevant and internalized in students.