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Inna Noor Inayati

Jurnal Kajian Ilmu Sosial, Politik dan Hukum 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Medical emergency services demand swift and precise action; however, medical personnel are often hindered by the risk of criminalization resulting from unintended outcomes. Although Law Number 17 of 2023 concerning Health mandates the provision of assistance, the regulation has not yet provided explicit criminal protection for good-faith rescuers, thereby triggering the practice of defensive medicine. This study aims to examine the implementation of the Good Samaritan Law (GSL) concept as an alternative legal protection for health workers. The research methods employed are juridical-normative and juridical-empirical, utilizing statutory, comparative, and case approaches. The findings indicate that current regulations, including Article 531 of the Criminal Code (KUHP) and Law No. 17/2023, have limitations as they emphasize the obligation to assist rather than the protection of the rescuer. In comparison, the international GSL concept offers a standard of "limited immunity," which explicitly protects rescuers from civil and criminal liability, provided the actions are performed without gross negligence. The impact of implementing GSL in Indonesia is projected to provide stronger legal certainty than existing regulations, reduce the psychological burden on medical personnel in emergency situations, and encourage social solidarity without the fear of unnecessary lawsuits. The study concludes that the adoption of GSL is an urgent legal reconstruction to ensure the professional protection of health workers in Indonesia.

Selviah Selviah; Nori Anggriani

Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study analyzes the short story Cinta Semata Wayang by Nuryana Asmaudi SA using a literary psychology approach grounded in Sigmund Freud’s psychoanalytic theory. The research applies a literature study with a descriptive qualitative method. Data were collected through close reading to identify structural elements and the psychological dynamics of the characters. The findings reveal marital conflict symbolized through wayang figures, particularly Rama and Sinta. Structurally, the story presents a progressive plot, symbolic and metaphorical language, and central themes of love and responsibility. The psychological analysis highlights the interaction of the id, ego, and superego within the main characters: Rama experiences tension between personal desires and moral norms, while Sinta demonstrates superego dominance through loyalty and emotional endurance. The short story emphasizes that true love is not solely based on emotion but also requires responsibility, commitment, and moral awareness as the foundation of a harmonious and sustainable relationship. This research contributes to literary psychology studies and deepens understanding of moral values in literature.

Irfan Taufik; Sudarmiatin Sudarmiatin; Agus Hermawan

International Journal of Management Science and Business 2025 International Forum of Researchers and Lecturers

This study conducts a Systematic Literature Review (SLR) of 20 empirical and conceptual articles published between 2020 and 2025 to examine the influence of city branding on tourism interest and consumer behavior, with a particular focus on the city of Balikpapan. The synthesis reveals that city branding significantly shapes tourist perceptions through key elements such as destination image, brand identity, brand personality, and digital communication. Destination image consistently emerges as the primary mediator linking city branding to visit intention, while experiential and emotional branding further strengthen tourists’ cognitive, affective, and behavioral responses. The findings also highlight the growing importance of digital media and e-WOM in amplifying city branding strategies, especially in the post-pandemic tourism landscape. Despite strong branding potential rooted in cleanliness, safety, and Balikpapan’s strategic role as a supporting city for the new capital (IKN), gaps remain in digital branding, differentiation, and identity storytelling. The review emphasizes the need for more integrated, innovative, and data-driven branding approaches to enhance the city’s competitiveness and attract greater tourism engagement.

Salma Fiddaraini

Perspektif: Jurnal Pendidikan dan Ilmu Bahasa 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

Iwan Fals’ song "Bento" offers social criticism, which is analyzed using Teun A. Van Dijk's critical discourse analysis model. Released in 1989, the song critiques the social conditions and behaviors of the wealthy elite during the New Order era, highlighting issues of arrogance, corruption, and social inequality. This qualitative descriptive study applies the Analisis Wacana Kritis (AWK) method, analyzing the lyrics of "Bento" through three dimensions: text, social cognition, and social context. In the text dimension, the analysis reveals the main theme as a depiction of the fictional character "Bento," portrayed as an arrogant and corrupt figure. The text structure employs a narrative persona pattern, with semantic elements describing the luxury of New Order rulers and the exploitation of the common people. The stylistic devices, including anthropomorphism and rhetoric, emphasize the selfish enjoyment of the elite. In the social context, the song is a response to the corruption, collusion, and nepotism (KKN) that characterized the New Order regime. Through satire, "Bento" critiques the dominance of the elite and their disregard for the common people. Overall, the song exposes the power dynamics and corruption under the New Order regime.

Agus Salen; Romansyah Sahabuddin; Chalid Imran Musa; Thamrin Tahir; Agung Widhi Kurniawan

Proceeding of the International Conference on Economics, Accounting, and Taxation 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study explores how Generation Z constructs work values and meaning in modern organizations shaped by digitalization and social transformation. Using a qualitative phenomenological approach under a social constructivist paradigm, the research investigates the lived experiences of young professionals in the digital, creative, and startup sectors. Data were collected through in-depth interviews and non-participant observation and analyzed using thematic analysis (Braun & Clarke, 2006; Moustakas, 1994). Findings show that Generation Z defines work through three interrelated dimensions: (1) intrinsic motivation grounded in personal purpose and self-expression, (2) redefined productivity emphasizing creativity and emotional balance rather than quantitative output, and (3) job satisfaction derived from inclusive culture and adaptive leadership. These results support Self-Determination Theory (Deci & Ryan, 2000) and Social Constructionism (Berger & Luckmann, 1966), showing that work meaning is socially constructed rather than objectively given. Overall, the study concludes that for Generation Z, work represents not merely economic activity but a medium for identity, contribution, and personal growth, urging organizations to embrace meaning-centered and value-driven leadership to enhance engagement and fulfillment.

Faiz Faricha; Karjo Karjo; Rony Rony; Burhanudin Afandi

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

The transformation of the post-pandemic education system has crystallized online learning as a permanent component, with parents assuming an unprecedented instructional role at the elementary level, particularly at Madrasah Ibtidaiyah (MI). This qualitative case study aims to analyze in depth the dynamics and implications of the role of these parents during the transition period. Data was collected through in-depth interviews with parents, students, and teachers from two MIs in Blora, enriched by observation and analysis of communication documents. The findings of the study reveal three crucial things: first, there is a transformation of the role of parents into "substitute teachers" which creates a significant psychological burden due to the gap between the demands of the role and pedagogical capacity. Second, the communication pattern between schools and parents is still one-way and administrative, and has not built a collaborative three-way partnership by involving students. Third, the quality of parental assistance is very diverse and highly dependent on their digital literacy capacity and educational background, which directly affects the development of students' self-regulated learning. This study concludes that the effectiveness of parental roles is determined by psycho-educational support, the quality of communication channels, and the level of personal capacity, so policy implications must move towards a differentiated and empowerment-oriented approach.

Rahmanda Nastiti Latifah; Nur Afiana; Eva Setyaningsih

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Advances in accounting technology and economic decision-making have resulted in many important risk assessment tools that support the decision making process. In the past, risk assessment depended on personal opinions and manual analysis, which often resulted in inaccurate estimates and delays in decision-making. However, with these risk assessment tools, we can now identify, analyze, and mitigate various risks that can affect financial and economic outcomes in a more accurate and efficient manner. This study aims to discuss technology in the form of risk assessment tools as an aid in decision-making and identify trending topics related to the use of risk assessment tools from 2020-2025, particularly in Indonesia. This study uses a qualitative approach and collects data from the scopus database of 1.827 articles selected from 2020 to 2025. In understanding research from the scopus database, bibliometric analysis was used in this study and using analysis tools such as R Studio and Vos Viewer. The results of the study show a significant increase in publications related to risk assessment tools with a growing trend toward international collaboration. The dominant themes that emerged include decision making, artificial intelligence, climate change, health risks, and financial markets. In addition, the increasing number of publications with international collaboration trends shows that the use of risk assessment tools has become a global standard that Indonesia needs to adapt. The government can use these findings as a basis for formulating policies that are more adaptive to technological developments.

Buana Ramadhan; Priscillia Annisa Clara

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Rapid adoption of cashless payments has reshaped everyday spending, especially among young consumers. While e-wallets deliver speed and convenience, constant exposure to discounts, cashbacks, and one-click checkouts may also foster more frequent discretionary purchases. This study examines the relationship between e-wallet usage intensity and consumptive lifestyle, focusing on how convenience and promotional stimuli relate to spending tendencies. Using a cross-sectional online survey of students and early-career workers, we collected self-reports on payment habits and consumption patterns with validated Likert-type instruments. Data were screened and analyzed with correlation and linear regression after basic assumption checks. The results indicate a positive and statistically meaningful association between e-wallet usage and consumptive lifestyle; respondents who transact more often via e-wallets tend to report stronger preferences for instant gratification, hedonic purchases, and impulse buying. Convenience features (e.g., stored cards, fast checkout) and promotional exposure (e.g., limited-time deals) emerged as salient correlates of the relationship. The findings add contextual evidence from Indonesia’s digital economy and suggest practical implications for users, platforms, and educators. Financial-wellbeing interventions such as digital budgeting tips, in-app nudges, spend limits, or post-purchase reflections may help align seamless payments with healthier consumption decisions. Future work can test causal mechanisms and evaluate design features that encourage prudent, goal-consistent spending without diminishing user experience.

Maulani Rizqi; Intan Nadilah; Ahmadil Hamdi; Nikken Prima Puspita; I Gede Adhitya Wisnu Wardhana

Pemberdayaan Masyarakat: Jurnal Aksi Sosial 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aims to increase the understanding of students at State Senior High School 2 Mataram regarding information security by introducing the concepts of coding and cryptography in digital messages. The rapid use of messaging applications among teenagers makes students increasingly vulnerable to cyber threats, necessitating education on how data protection works in online communication. This program is implemented using a descriptive method consisting of planning, implementation, and evaluation stages. The material covered includes basic cryptography concepts, end-to-end encryption mechanisms, and the practical process of the Diffie–Hellman key exchange thru the interactive simulation "Alice and Bob." Learning is designed contextually and participatively so that students can connect theory with the digital applications they use every day. The evaluation results showed an improvement in students' understanding, reflected in their active participation, ability to answer questions, and adequate post-test scores. This activity not only strengthens digital security literacy but also raises students' awareness of the importance of protecting personal data in online communication. This program is expected to be the beginning of more sustainable digital security learning development in the school environment.

Indah Ratna Dewi; Amiruddin Saleh

Jurnal Riset Rumpun Seni, Desain dan Media 2025 Pusat Riset dan Inovasi Nasional

The rapid growth of social media in Indonesia has transformed marketing communication strategies, particularly in producing creative promotional content. Instagram Reels has emerged as an effective platform for building brand awareness through short and engaging videos. This study was conducted during an internship at PT Waskita Fim Perkasa Realti and focuses on the production process of Instagram Reels content for Vasaka Solterra. The first objective is to examine the workflow of promotional video production across three stages, pre-production, production, and post-production. The second objective is to identify challenges faced by the Marketing Communication Division. Using qualitative methods, including observation, interviews, participation, and literature review. This study found that pre-production involves idea development, content research, and storyboard creation. The production stage includes smartphone-based video shooting and voice-over recording to ensure message clarity. Post-production centers on editing using CapCut and applying a consistent visual identity before publication. The study also identifies several obstacles, such as limited human resources, minimal equipment availability, and coordination delays with external partners. These findings highlight the need for increased production personnel, improved interdepartmental collaboration, and enhanced equipment support to optimize the overall content production process.

Dedy Rusmiyanto

Ocean Engineering : Jurnal Ilmu Teknik dan Teknologi Maritim 2025 Fakultas Teknik Universitas Maritim AMNI Semarang

This study examines passenger service procedures on the KM Gunung Dempo at PT PELNI's Sorong Branch, specifically related to the efficiency of the embarkation and disembarkation processes. This study was motivated by operational constraints such as long queues, limited terminal facilities, and low staff productivity. Using a qualitative descriptive method with a quantitative approach, data was collected through observation, interviews, and documentation. Analysis was conducted by calculating time efficiency and service productivity. The results revealed a time efficiency level of 66.7% (categorized as inefficient), where the actual time reached 180 minutes from the standard of 120 minutes. In addition, staff productivity was only 0.73 passengers/minute, still below the ideal standard (≥ 1 passenger/minute). The main inhibiting factors include a lack of personnel, a manual ticket verification system, minimal terminal facilities, and weak inter-agency coordination.

Maulani Rizqi; Intan Nadilah; Ahmadil Hamdi; Nikken Prima Puspita; I Gede Adhitya Wisnu Wardhana

Pemberdayaan Masyarakat: Jurnal Aksi Sosial 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aims to increase the understanding of students at State Senior High School 2 Mataram regarding information security by introducing the concepts of coding and cryptography in digital messages. The rapid use of messaging applications among teenagers makes students increasingly vulnerable to cyber threats, necessitating education on how data protection works in online communication. This program is implemented using a descriptive method consisting of planning, implementation, and evaluation stages. The material covered includes basic cryptography concepts, end-to-end encryption mechanisms, and the practical process of the Diffie–Hellman key exchange thru the interactive simulation "Alice and Bob." Learning is designed contextually and participatively so that students can connect theory with the digital applications they use every day. The evaluation results showed an improvement in students' understanding, reflected in their active participation, ability to answer questions, and adequate post-test scores. This activity not only strengthens digital security literacy but also raises students' awareness of the importance of protecting personal data in online communication. This program is expected to be the beginning of more sustainable digital security learning development in the school environment.

Ardiansa Ardiansa; Andiqarina Andiqarina; Masyhuri Masyhuri

Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Internal control is a crucial aspect for SMEs in maintaining the reliability of revenue recording and preventing the risk of misappropriation. This study aims to analyze the implementation of internal control in the revenue cycle at Exmo Tea Café and to evaluate its effectiveness through internal audit. The research uses a qualitative descriptive approach with data collection through interviews with management personnel directly involved in transactions and financial recording. The analysis is conducted using the COSO framework, which includes five main components: control environment, risk assessment, control activities, information and communication, and monitoring. The research results indicate that Exmo Tea Café has implemented several basic elements of internal control, such as recording transactions through a cashier application, daily cash reconciliation, and reporting to the owner. However, the effectiveness of these controls is still limited because the segregation of duties between receiving and recording is not optimal, risk assessment is reactive, documentation and report archiving are not systematic, and monitoring is conducted informally. In addition, there are no formal policies regarding operational standards (SOPs) or internal audit procedures that could serve as guidelines for continuous control implementation. These conditions have the potential to lead to risks of fraud, recording errors, and delays in financial reporting. Therefore, these findings underscore the need for a comprehensive enhancement of the internal control system, including strengthening the separation of duties, conducting preventive risk assessments, providing employee training related to financial governance, as well as implementing more formal monitoring and documentation. These improvements are expected to increase reporting accuracy, operational effectiveness, and minimize the potential for errors or fraud in the company's financial activities.  

Nadea Legitasari; Yusuf Hariyoko; Wahid Hidayat

Kajian Administrasi Publik dan ilmu Komunikasi 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The issue of street vendors (PKL) in Sidoarjo Regency, particularly in the Gading Fajar area, has become a significant concern as it relates to public order, the use of public space, and the economic dynamics of small communities. To address these challenges, the Sidoarjo Regency Government enacted Regional Regulation Number 3 of 2016 as the legal basis for structuring and empowering PKL. This study examines how the regulation is implemented in practice and evaluates its effectiveness using a qualitative descriptive method through interviews, observations, and documentation, analyzed with Leo Agustino’s policy evaluation model, which assesses five key aspects: administrative resources, institutional coordination, infrastructure and technology, financial support, and regulatory adequacy. The findings show that the implementation of the regulation has not yet reached optimal performance, as limited socialization, insufficient personnel, weak coordination among agencies, inadequate supporting facilities, and low compliance with zoning rules hinder the achievement of policy objectives. These issues are reflected in the continued presence of PKL operating in non-designated areas despite clear regulatory provisions. Therefore, strengthening institutional capacity, improving facilities, enhancing enforcement consistency, and developing more operational technical guidelines are essential to ensure more effective and sustainable management and empowerment of street vendors in Sidoarjo Regency.

Muhammad Farhan; Lailan Sofinah Harahap; Rusma Riansyah

Mars: Jurnal Teknik Mesin, Industri, Elektro Dan Ilmu Komputer 2025 Asosiasi Riset Teknik Elektro dan Informatika Indonesia

This study discusses the introduction of digital signature patterns using the Backpropagation method on Artificial Neural Network (JST) to identify a person's characteristics and potential. The increasing use of digital identities demands a verification system that is more secure, accurate, and adaptive to the variations of each individual's signature. The main problem faced in the signature recognition system is the low level of accuracy when the visual features of the signature have similarities between users, both in terms of shape, size, and stroke pressure. In addition, variations of signatures made by the same individual are also a challenge in the identification process. As a solution, this study implements Principal Component Analysis (PCA) to extract important features from the signature image before the training process using JST. PCA is used to reduce the data dimension so that the learning process becomes more efficient and optimal. A total of 80 signature images were used in this study, consisting of 60 training data and 20 test data. The results showed that the system was able to achieve an accuracy level of 92.5%. These findings prove that the combination of PCA and JST methods is effective in recognizing digital signature patterns and has the potential to be applied to digital security-based biometric identification systems.

Noe'man, Achmad; Samsinar; Wibowo, Agung

Journal of Information Technology and Computer Science 2025 International Forum of Researchers and Lecturers

Recommender systems play a critical role in shaping user decisions across digital platforms; however, the increasing complexity of recommendation algorithms has raised serious concerns regarding transparency, trust, and accountability. This study focuses on enhancing the transparency of recommender systems by integrating Explainable Artificial Intelligence (XAI) techniques within a MovieLens-based recommendation framework. The primary problem addressed is the opacity of conventional recommendation models, which limits user understanding of why certain items are recommended and may reduce trust, perceived fairness, and system acceptance. Accordingly, the main objective of this research is to design and evaluate a hybrid explainable recommender system that balances predictive accuracy with human-understandable explanations. The proposed approach combines Matrix Factorization, feature-importance-aware neural networks, and knowledge graph embeddings to construct a robust recommendation model. To enhance explainability, multiple XAI strategies are integrated, including model-agnostic methods (LIME, SHAP, and CLIME), argumentation-based explanations, and context-aware personalized explanations. A comprehensive evaluation framework is employed, incorporating algorithmic metrics (accuracy, fidelity, robustness, counterfactual consistency, and fairness) alongside human-centered evaluations measuring trust, transparency, cognitive load, and perceived usefulness. Experimental results demonstrate that the knowledge graph–enhanced hybrid model achieves superior recommendation accuracy compared to baseline approaches. Moreover, context-aware explanations consistently outperform other methods in terms of fidelity, robustness, and user-perceived transparency, while argumentation-based explanations are found to be the most persuasive. CLIME offers a strong balance between technical stability and interpretability. The findings indicate that no single explainability technique is universally optimal; instead, hybrid and adaptive explanation strategies are most effective. In conclusion, this study confirms that human-centered, context-adaptive XAI significantly improves transparency and user trust in recommender systems, highlighting explainability as a fundamental component rather than an optional enhancement.

Triani Cahya Ningsih; Rike Yulianingsih; Prita Aura Eklesia; Matius Timan Herdi Ginting

Nubuat : Jurnal Pendidikan Agama Kristen dan Katolik 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The implementation of the eighth-grade Christian Religious Education teaching module on the topic "Love as the Foundation of a Believer's Life" was carried out as an effort to provide an active, reflective, and contextual learning process in accordance with the principles of the Independent Curriculum. Learning is designed through an interactive approach with discussion activities, analysis of biblical texts, case studies, problem-solving, and personal reflection that provide opportunities for students to construct understanding independently. Through these activities, students are guided to understand the concept of agape love as sincere love, giving without expecting anything in return, and is manifested in concrete actions towards others. The implementation results show that this teaching module is able to improve students' conceptual understanding of the meaning of love from a biblical perspective and its relevance in modern life. Students appear to be increasingly confident in expressing opinions, are able to work together in groups, and are actively involved in learning activities. In addition, the emergence of attitudes of empathy, tolerance, and habits of helping each other are indicators that the value of love is not only understood cognitively, but also internalized in behavior. This teaching module also contributes to improving students' critical thinking skills and spirituality through reflection activities that invite them to evaluate acts of love in daily life at school, family, and society.

Martesa Martesa; Jesika Sabatini Ayakeding; Luis Fernando; Matius Timan Herdi Ginting

Nubuat : Jurnal Pendidikan Agama Kristen dan Katolik 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This study aims to describe the implementation of the Christian Religious Education teaching module on the topic "Gratitude for God's Creation" in grade VII of SMP Negeri 12 Palangka Raya. The implementation was carried out to help students understand the meaning of gratitude for God's creation and apply it in everyday life through active and creative learning activities. The learning activities used group discussion methods, faith projects, role-playing, presentations, and personal reflection so that students were directly involved in learning, not only as listeners but as active actors in the learning process. The research subjects were three students who participated in the learning according to the Christian Religious Education subject schedule. The results showed that students were able to recognize and name various creations of God through reading Genesis 1:1–31, express gratitude through poster works and simple songs, and show enthusiasm during the learning process. The assessment of learning outcomes showed that two students obtained the good category and one student the adequate category, which means that the implementation of this teaching module has a positive impact on the development of students' knowledge, attitudes, and skills.

Vincentius Andhi Purnama; Sedarmayanti Sedarmayanti; Priyanto Priyanto; Md. Safaet Hossain

International Journal of Social Science and Humanity 2025 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

This research examines the strengthening of inter-agency collaboration through an integrated implementation model in the social rehabilitation program for people with physical disabilities at UPT Bina Daksa Pasuruan, East Java, Indonesia. The social rehabilitation program for persons with disabilities faces significant challenges in coordination, resource allocation, and service integration among multiple stakeholders, including government agencies, non-governmental organisations, and community groups. This study employs a qualitative case study design, using in-depth interviews, focus group discussions, and document analysis to collect data from program implementers, beneficiaries, and related stakeholders. The findings reveal that effective inter-agency collaboration requires five key elements: shared vision and goals, clear communication channels, adequate mechanisms for resource sharing, strong leadership commitment, and continuous monitoring and evaluation systems. The integrated implementation model developed in this study emphasises horizontal and vertical coordination, participatory planning, capacity building initiatives, and community empowerment strategies. The results demonstrate that strengthening inter-agency collaboration through this integrated model significantly improves program effectiveness, service quality, and beneficiary satisfaction. This research contributes to the theoretical understanding of collaborative governance in disability services and provides practical recommendations for policymakers and practitioners in developing countries

Abdul Jabbar, Umar; Septa Intiar

Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) 2025 LPPM Universitas 17 Agustus 1945 Semarang

The hospitality sector faces major challenges, including fierce competition, low occupancy rates, and high operating costs, especially post-COVID-19 pandemic. This article examines how adaptation strategies, particularly through digital investments, affect customer satisfaction and hotel occupancy rates. This study uses a mixed method approach, combining quantitative and qualitative methods. Qualitative data was collected through in-depth interviews with managers, staff, and guests at five hotels in Semarang, Indonesia, to identify key factors for successful adaptation. Qualitative data are analyzed using MAXQDA software. Quantitative data were analyzed by multiple regression. The results show that investment priorities are a key driver of successful adaptation, although supporting factors such as improved facilities, quality of service, and the involvement of all personnel. Quantitative findings show that hotel adaptation strategies significantly affect customer satisfaction (influence of 47.10%) and occupancy rate (influence of 38.40%). Digitalization enhances operational efficiency, allowing staff to focus on personal interactions. Technologies like AI-based recommendations and mobile check-in directly improve the overall guest experience, correlating with loyalty. The conclusion of the study is that strategic digital investments, improved service quality and active staff engagement, are key to improving customer satisfaction, optimizing occupancy rates, ultimately, driving hotel revenue growth in the post-pandemic era.