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Untung Surapati; Dadang Iskandar Mulyana; Dedi Gunawan; Anggit Purnama

International Journal of Applied Mathematics and Computing 2026 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

Early detection of a potential heart attack is a crucial step in preventing sudden death from heart disease. This research aims to develop an Internet of Things (IoT)-based health monitoring system capable of measuring vital body data in real time and predicting the likelihood of a heart attack from CSV data obtained from sensors, integrated through RapidMiner as learning data using a machine learning algorithm, the Support Vector Machine (SVM). The system was built using an ESP32 microcontroller connected to a MAX30102 sensor to measure heart rate and finger oxygen levels (SpO₂), as well as a DHT22 sensor to measure temperature and humidity. The resulting data is sent to the Blynk application to display real-time data according to its parameters. The initial prediction logic was developed using a rule-based method based on medical thresholds for four vital parameters. The data was then used to train an SVM model as a classification system to detect potential heart attacks. Test results showed that the system can identify abnormal conditions with a good level of accuracy and provide early warnings based on changes in vital parameters in real time. This system is expected to be an initial solution for personal health monitoring, especially for individuals at risk of heart disease. It can be further developed with cloud integration and automatic notifications to users' devices.

Agisni Bepi Rosadi; Alya Nur Fauziyah; Fatihul Noer Ihsan; Nabilla Nur Amalia

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

The field of education, especially Islamic Religious Education (PAI), has seen substantial changes as a result of the advancement of digital technology and artificial intelligence (AI). The existence of digital media and AI offers numerous opportunities to improve the effectiveness, efficiency, and quality of education through interactive, flexible, and easily accessible learning resources. The purpose of this article is to analyze how artificial intelligence (AI) and digital media are used in Islamic Religious Education. This includes the idea of AI and digital media, AI-based learning materials, the use of AI in educational activities, ethical considerations of AI use, the effects and difficulties of integrating AI, and the Islamic viewpoint on technological advancement. This study employed a library research method by collecting data from relevant journals, books, and other scholarly sources. The findings indicate that the use of AI and digital media in PAI learning can enhance access to information, personalize learning experiences, improve evaluation effectiveness, and increase student engagement in the learning process. However, the implementation of AI also presents several challenges, such as limited digital literacy among teachers, inadequate facilities and infrastructure, ethical concerns, and the potential decline of direct educational interaction between teachers and students. Therefore, the utilization of AI in Islamic Religious Education should be carried out wisely while maintaining Islamic values, ethics, and the primary goal of Islamic education in shaping students’ character.

Veri Arinal; Nandang Sutisna; Nova Dahliyanti; Dinda Raudhatul Jannah

International Journal of Applied Mathematics and Computing 2026 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

This study aims to develop a financial saving application to improve the saving habits of students, particularly in Islamic boarding schools, through an adaptive challenge approach. The system integrates a mobile iOS application with a backend service and Large Language Model (LLM) processing via Ollama. Transaction data entered by users is processed by the backend to generate contextual and personalized saving challenges, applying Reinforcement Learning concepts in an adaptive and data-driven manner. The research adopts a descriptive quantitative method using surveys and system testing with 50 respondents. Results indicate that the application functions as designed, with no significant bugs detected. User evaluation shows high satisfaction, with an average score of 4.3 out of 5, covering ease of use, interface design, and increased awareness of saving. The combination of gamification, reward systems, and adaptive personalization successfully motivates users to save regularly. This system demonstrates the potential of integrating AI-driven personalization to strengthen financial literacy and healthy financial habits among students in a fun and interactive way.methods, and a summary of the results. The abstract should end with a comment about the significance of the results or conclusions brief.

Amanda Syabila Putri Maulana; Diyani Diyani; Irfan Maulana; Muhammad Faisal Arrayan

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

In the era of the Industrial Revolution 4.0 and Society 5.0, digital technology is developing rapidly. This has prompted the world of education to make major changes in learning methods, including in Islamic Religious Education (PAI). Until now, PAI has used outdated methods. These methods are inadequate to meet the needs of children who are accustomed to technology. Therefore, there is a need for technology integration in the learning process. This study aims to determine how to use E-Learning, Learning Management Systems (LMS), and Artificial Intelligence (AI) in PAI learning. This study also aims to determine the benefits, challenges, and strategies for implementing these technologies. This study used a qualitative approach with a literature review type. Data were obtained from various sources, such as books, scientific articles, journals, and relevant documents. The results show that the use of E-Learning, LMS, and AI can improve the quality of PAI learning. E-Learning makes learning easier and more flexible. LMS helps manage learning more systematically. AI helps make learning more personalized and tailored to students' needs. However, the implementation of these technologies still faces several challenges, such as limited infrastructure and low digital skills of teachers and students. Therefore, a strategy is needed to address these challenges. This strategy includes enhancing digital capabilities, strengthening technological infrastructure, developing innovative learning media, and monitoring the use of technology based on Islamic values. This will ensure optimal integration of technology into Islamic Religious Education learning.

Lestari Wuryanti; Siti Auliya Putri; Ayu Nursari

International Journal of Economics and Management Sciences 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Golf participation has increasingly become a lifestyle-oriented recreational activity that combines physical exercise, social interaction, and personal identity. However, participation decisions are not only shaped by individual interest, but also by demographic readiness, psychographic orientation, digital promotional exposure, and psychological commitment to the sport. This study aims to examine the influence of demographic factors, psychographic factors, and digital promotion on golf participation decisions in Bandar Lampung, with sport commitment as a mediating variable. A quantitative survey approach was employed using purposive sampling. Data were collected from 287 golf participants through a structured questionnaire measured with a five-point Likert scale. The data were analyzed using multiple linear regression and Sobel mediation testing. The findings show that demographic factors, psychographic factors, digital promotion, and sport commitment have positive and significant effects on golf participation decisions. Sport commitment was found to be the strongest predictor and significantly mediated the relationship between demographic factors, psychographic factors, digital promotion, and golf participation decisions. These results indicate that golf participation is influenced not only by access, lifestyle, and digital promotion, but also by the level of commitment developed by participants. This study contributes to sport marketing literature by integrating individual, psychological, and digital factors into one empirical model of golf participation behavior.

Bonifasius Laksana Matahari; Tjang, Yanto Sandy; Amandus Suhaedi Dol; Bonifasius Bonifasius; Budi Tjahja Halim +3 more

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

The study highlights the importance of spirituality as a foundational framework for shaping adolescents’ life orientation in the complex digital era, marked by pervasive distractions and fragmented meaning. Ignatian spirituality, emphasizing reflection and lived experience as loci of encounter with God, provides a contextual approach to help adolescents construct deeper existential meaning. The study aims to examine how reflective practices within this framework support students of SMK Katolik St. Mikael Surakarta in internalizing spiritual values and navigating digital challenges. Using a qualitative descriptive case study design, data were collected from 195 reflective writings of twelfth-grade students and reduced to 90 representative samples. The film Hacksaw Ridge was employed as a reflective stimulus to enhance affective and existential engagement. Data analysis was conducted using the four pillars of Jesuit education: Competence, Conscience, Compassion, and Commitment. The findings reveal that all reflections contain at least one element of the 4C framework integrated with Ignatian spirituality. Reflection serves not only as a medium of self-expression but also as a transformative process fostering moral awareness, social sensitivity, and commitment to action. It effectively enables students to process both personal and digital experiences into meaningful learning. The study affirms the strong relevance of integrating spirituality, reflection, and Ignatian pedagogy in contemporary education, contributing to the formation of reflective, value-oriented individuals committed to the common good.

Melpin M. Uropdana; Yosef Mariano Payong; Gregorius Dosi Koten

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

This study explores the acceptance of the Free Nutritious Meal Program (MBG) at SD Inpres Gere through William of Ockham's negative rights framework, focusing on freedom from external interference. As a positive rights policy (the right to services), the MBG has the potential to conflict with the principles of individual subjective rights (negative rights). Ockham emphasized that every individual has a personal sovereignty that must be free from interference from external authorities. Using qualitative research methods through literature studies and interviews, this article analyzes the risk of standardizing consumption that can reduce individual autonomy in determining their private needs. The analysis shows that although the MBG has a noble aim to fulfill the right to life, its implementation risks becoming a form of state paternalism that harms citizens' negative freedoms if not accompanied by strict limits on power. This paper concludes that to align with Ockham's principle of individual subjective rights, the MBG program must continue to respect the private space and diversity of individual choices without creating dependency that erodes the sovereignty of legal subjects.

Riski Eko Ardianto; Abdi Fadhlan; Ismamudi Ismamudi

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to examine the effect of Employee Digital Wellness (EDW) on Work Engagement (WE) among administration and digital marketing employees in startup companies implementing hybrid working, and to explore the moderating role of Organizational Support for Wellbeing (OSW). Using a quantitative approach, data were collected through a 5-point Likert scale questionnaire from 160 purposive-sampled respondents. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.1.1.7. The findings indicate that EDW positively and significantly affects WE (β=0.621; t=8.943; p<0.001), confirming that employees who manage digital technology usage effectively tend to be more energetic, dedicated, and fully engaged in their work. In addition, OSW also positively influences WE (β=0.412; t=5.672; p<0.001), demonstrating that tangible organizational support in the form of wellbeing policies, flexible work arrangements, and mental health programs enhances work engagement. Moreover, OSW moderates the EDW → WE relationship (β=0.173; t=2.713; p=0.007), indicating that the positive effect of digital wellness on engagement is stronger when organizational support is sufficient. These findings highlight the importance of both personal management of digital wellness and consistent organizational wellbeing policies. Practically, organizations are advised to provide digital wellbeing programs, flexible working arrangements, and managerial support to maximize employee engagement, particularly in hybrid working contexts.

Sari, Fitrah; Rahman, Ahmad Vajri; Mirsal

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to examine the role of customer trust as a mediating variable in the relationship between digital marketing strategies and consumer behavior. As digital marketing evolves, companies are required not only to create engaging content but also to build strong trust to influence purchase intention, loyalty, and customer engagement. This research employs a systematic literature review (SLR) following PRISMA guidelines, selecting 52 empirical articles from reputable international databases such as Scopus, Web of Science, EBSCOhost, and ScienceDirect, published between 2015 and 2026. The analysis involved thematic and descriptive synthesis to assess the strength of digital marketing’s impact on customer trust and consumer behavior outcomes. The results indicate that digital marketing has a significant positive effect on customer trust formation (β=0.652; p<0.001). Customer trust functions as a partial mediator that strengthens the impact of digital marketing on purchase intention, loyalty, and engagement. The direct effect of digital marketing on consumer behavior is weaker when trust is not optimally established. These findings emphasize that effective digital marketing strategies must focus on transparency, security, credibility, and personalization to maximize consumer behavior outcomes. Practically, this study provides important implications for companies and digital marketing practitioners, highlighting that successful campaigns rely not only on content and visibility but also on the ability to build customer trust. The study also opens avenues for future research to examine more specific trust dimensions, including platform integrity, information quality, and social proof, within increasingly complex digital marketing contexts.

Ilham Gangsar Permana; Sarah Nur Falysa; Fauzan Ma'arif; Erin Safarida; Nurhaliza Nurhaliza +2 more

Jurnal Relasi Publik 2026 International Forum of Researchers and Lecturers

This study aims to analyze the implementation of public service ethics by front office officers at the Public Service Mall (Mall Pelayanan Publik/MPP) of Samarinda City and its impact on the image of government institutions. As the frontline of public service delivery, front office personnel play a strategic role in shaping public perceptions and fostering public trust in government services. This research employed a qualitative descriptive approach, utilizing in-depth interviews with a functional licensing officer at the Department of Investment and One-Stop Integrated Services (DPMPTSP) of Samarinda City, supported by direct field observations. The findings reveal that the implementation of service ethics at the Samarinda MPP is guided by the principles outlined in Law No. 25 of 2009 on Public Services and the Minister of Administrative and Bureaucratic Reform Regulation No. 15 of 2014 concerning Service Standards. These regulations emphasize the values of integrity, professionalism, accountability, responsiveness, and inclusiveness in service delivery. Furthermore, effective coordination among service tenants, continuous improvement of employee competencies, and adaptation to digital systems such as the Online Single Submission (OSS) platform have contributed significantly to maintaining service quality. The study concludes that the consistent application of public service ethics enhances citizen satisfaction, strengthens public trust, and positively influences the image of government institutions in the community.  

Aminatu Rokmah; Najwa Dewi Oka; Mario Mario; Olitia Pran Kuncoro Tarigan; Da’i Muhamad Rizkan +1 more

Student Scientific Creativity Journal 2026 Pusat Riset dan Inovasi Nasional

This study aims to determine the implementation of quality standard-based health laboratory management at UPTD LABKESDA Kota Serang. The focus of the study includes planning, implementation, supervision, and evaluation of quality standards in health laboratory services. This research employed a qualitative method with an observational study approach. Data collection techniques were conducted through observation, interviews, and documentation involving parties engaged in laboratory management. Data analysis was carried out through data reduction, data presentation, and conclusion drawing. The results of the study indicate that health laboratory management at UPTD LABKESDA Kota Serang has implemented quality standards in various aspects of service, including administrative management, quality control of examinations, management of facilities and infrastructure, and improvement of laboratory personnel competencies. However, several obstacles were still identified, such as limited human resources, supporting facilities that are not yet optimal, and the need for periodic supervision and evaluation improvements. The implementation of quality standard-based management is considered capable of improving the effectiveness of laboratory services and maintaining public trust in health examination results. Based on the findings, it can be concluded that the implementation of quality standard-based health laboratory management at UPTD LABKESDA Kota Serang has been carried out fairly w, although further improvements and developments are still needed to optimize the quality of laboratory services.

Syafa Kamila, Sahana Nadila; Wicaksono, Harto

Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) 2026 LPPM Universitas 17 Agustus 1945 Semarang

Persons with disabilities often face negative stigma and challenges in developing their potential due to limited access to appropriate education and training. Despite the growing body of literature on disability empowerment, existing studies have predominantly focused on hard skill development and economic outcomes, while the role of social skills programs in facilitating broader social integration remains underexplored. This study aims to analyze the empowerment and social skill development of persons with disabilities through programs implemented by the Sahabat Difabel Community, employing the theory of secondary socialization proposed by Berger and Luckmann (1966) and the critical pedagogy framework of McLaren (2010). Using a descriptive qualitative method, data were collected through interviews, observations, and documentation from November 2024 to June 2025 in Semarang. The findings indicate that the community provides both hard skill and soft skill training to support the independence and social skills of persons with disabilities. This potential-based empowerment model emphasizes social inclusion and work readiness while complementing the role of families in fostering independence. The study recommends further collaboration among communities, families, private institutions, and the government to create an inclusive environment that supports the development of persons with disabilities.

D. Rupindara, Kriatian; Lukas Benu , Fredrik; Huri Wulakada, Hamza

Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) 2026 LPPM Universitas 17 Agustus 1945 Semarang

The Family Hope Program (Program Keluarga Harapan/PKH) is Indonesia's primary conditional cash transfer (CCT) scheme for poverty alleviation. This study examines PKH effectiveness in improving household welfare among beneficiaries in Oebobo District, Kupang City, East Nusa Tenggara (NTT), employing a Three-Stage Least Squares (3SLS) simultaneous equation approach. The analysis integrates a Gender Equality, Disability, and Social Inclusion (GEDSI) perspective to evaluate Access, Participation, Control, and Benefit (APCB) dimensions for vulnerable groups. A mixed-methods explanatory sequential design was applied to 151 beneficiary households selected via proportional sampling across three urban sub-districts. The 3SLS estimations establish that targeting accuracy (X1) and economic empowerment (X3) are the most significant determinants of PKH effectiveness; PKH effectiveness (Y1) strongly shapes household governance (Y2) through the Family Capacity Building Meetings (P2K2) mechanism; and PKH effectiveness is the dominant determinant of household welfare (Y3), with a near-unity coefficient (β=0.97). GEDSI analysis reveals that female-headed households, the elderly, and persons with disabilities face compounding vulnerabilities inadequately addressed by current program design. The study recommends strengthening data verification systems, embedding economic empowerment as a core pillar, and adopting differentiated targeting based on intersectional vulnerability profiles.

Farkhan Fidaya Tulloh; Eka Anisa Sari

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

An appropriate strategy has become a crucial factor for Micro, Small, and Medium Enterprises (MSMEs) in maintaining customer loyalty. This study focuses on analyzing the implementation of marketing communication strategies adopted by Nasi Goreng Barokah Jaya, an MSME located in Cikampek, to retain its loyal customers. This study employed a descriptive qualitative approach based on the 7P Marketing Mix theory developed by Kotler and Keller (2016). Data were collected through in-depth interviews, field observations, and documentation involving the business owner, employees, and loyal customers. The data were subsequently analyzed using the Miles and Huberman interactive model, while data validity was ensured through triangulation. The findings reveal that direct interaction, responsive and friendly service, word-of-mouth promotional activities, and personalized approaches serve as the main pillars in building customer loyalty. Customer loyalty is significantly influenced by product quality, price affordability, service reliability, and the emotional bond established between the business and its customers. These findings confirm that simple yet consistently implemented marketing communication strategies are effective in maintaining a loyal customer base in the culinary MSME sector.

Doril Wirli Septriel; Atika Puspita Marzaman

Lembaga Pengembangan Kinerja Dosen 2026 Lembaga Pengembangan Kinerja Dosen

This article analyzes the security crisis in Haiti through the lens of constructivist theory in International Relations. Haiti represents one of the clearest examples of a failed state in the Western Hemisphere, where state authority has collapsed and been replaced by armed criminal groups known as gangs. Using a constructivist perspective, this article traces how social constructions, identities, and historically formed norms have shaped the fragility of the Haitian state. The study also integrates the concept of human security to illustrate the real impact of this crisis on citizens' security across seven dimensions: economic, food, health, environmental, personal, community, and political. The main finding suggests that Haiti's state failure is not merely a product of weak formal institutions, but the result of a long process of social construction, encompassing the legacy of colonialism, crippling reparation payments, counterproductive foreign intervention, and the normalization of violence in everyday life. From a constructivist perspective, restoring security in Haiti requires narrative reconstruction, rebuilding social trust, and comprehensive reform of institutional norms.

Dian Ayu Mardiana; Sabil Akmal Maulana; Resdianto Permata Raharjo; Indah Puspitasri

This study aims to analyze the dynamics of adolescent love conflict in the film One Fine Day (2018), directed by Asep Kusdinar, through the lens of Sigmund Freud's psychoanalysis. The main focus of the study is the interaction of the three personality structures: the Id, Ego, and Superego, which shape the main characters' decision-making and behavior when facing romantic dilemmas. Using qualitative research methods with A content analysis approach, this study highlights how the characters Mahesa and Alana experience tension between impulsive drives (Id), demands of reality (Ego), and internalized moral norms (Superego). The results of this analysis indicate that the adolescent love conflict in this film is not merely a matter of superficial emotions, but rather a reflection of psychological struggles in the process of searching for identity. The film effectively visualizes how its characters negotiate desires, social rules, and moral principles, ultimately leading to character growth and emotional maturity. This study confirms the relevance of Freud's theory in understanding the psychological complexity of young people, especially as represented through cinema. 

Salna Sari Ramadhan

Lembaga Pengembangan Kinerja Dosen 2026 Lembaga Pengembangan Kinerja Dosen

This study examines the systemic transformation of Japan’s refugee and immigration policy from 2021 to 2025, exploring how humanitarian paradigms have been superseded by state security considerations. The research aims to analyze how Japan constructs refugees as an existential threat to legitimize its restrictive reception regime, synthesizing Realism and Constructivism to explore the intersection of securitization, national interest, and identity. Methodologically, this paper employs a qualitative interpretive case study by integrating Ruth Wodak’s Discourse-Historical Approach (DHA) and Interpretive Process Tracing (IPT) to examine government texts, policy documents, and parliamentary debates. The findings reveal a profound policy asymmetry driven by intersubjective threat framing and institutionalized topoi (abuse, threat, law and order). Ukrainian displaced persons are positively categorized as evacuees (hinanmin) to align with G7 geopolitics, whereas traditional asylum seekers are pejoratively labeled as "repeated applicants" and framed as threats to public order, social harmony (wa), and ethnic homogeneity (tan’itsu minzoku). This discursive construction successfully legitimizes extraordinary measures within the 2023 amendment of the Immigration Control and Refugee Recognition Act (ICRRA), including the abolition of automatic deportation suspensions and the expansion of a surveillance state via alternative monitoring (kanri sochi). Ultimately, this study demonstrates that international norm compliance is deeply mediated by domestic cultural appropriateness (nihonjinron). It implies the necessity for future ethnographic research on grassroots impacts and suggests transparent asylum evaluation metrics aligned with non-refoulement principles.

Ananda, Jelita; Efni Safitri, Lies Utami

Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) 2026 LPPM Universitas 17 Agustus 1945 Semarang

The development of social media has driven changes in digital marketing communication strategies, including within educational institutions such as Juara Academy. This study aims to analyze digital marketing communication strategies through Instagram in increasing student enrollment, identify gaps between social media performance and conversion rates, and formulate efforts to optimize these strategies. This research employs a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation, and then analyzed using the interactive model of Miles and Huberman, as well as the AIDA framework (attention, interest, desire, action). The results indicate that digital marketing communication strategies have been systematically implemented through the utilization of Instagram features such as feed, story, reels, and live to capture attention, build interest, generate desire, and ultimately encourage enrollment actions. However, a gap was found between high engagement levels and suboptimal enrollment conversions, influenced by technical factors such as inconsistent content posting and a lack of integration across communication stages. Strategic optimization is therefore necessary through strengthening content consistency, enhancing more personalized interactions, and leveraging persuasive approaches based on audience experience. This study provides practical contributions to the management of digital marketing communication as well as theoretical contributions to the development of social media–based marketing communication studies.  

Alvin Lesmana

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to analyze the effect of personalized marketing on customer satisfaction and customer retention, as well as to explain the role of customer satisfaction as a mechanism linking marketing personalization to customers’ decision to remain with a brand. The background of this study is based on the increasing use of data-driven marketing strategies, product recommendations, personalized promotions, and digital communication tailored to customer preferences. In an increasingly competitive business environment, companies are required not only to attract new customers but also to retain existing customers through relevant, convenient, and valuable experiences. This study employed a quantitative explanatory approach, with the population consisting of customers who had received personalized marketing from a particular company or brand. The sampling technique used was purposive sampling, with the criteria that respondents had received personalized promotions and had made repeat purchases. The total sample consisted of 110 respondents. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling. The findings show that personalized marketing has a positive and significant effect on customer satisfaction. This indicates that promotions, recommendations, and marketing messages that are relevant to customer needs can create more positive customer experiences. Customer satisfaction is also found to have a positive and significant effect on customer retention, meaning that satisfied customers are more likely to make repeat purchases, continue using products or services, and avoid switching to competitors. In addition, personalized marketing has a direct effect on customer retention, although its effect becomes stronger when mediated by customer satisfaction. The implications of this study emphasize that companies need to develop personalization strategies that are not only data-driven but also relevant, ethical, non-intrusive, and oriented toward customer value. Therefore, personalized marketing can serve as an important strategy for improving customer satisfaction and maintaining long-term customer retention.

Andhini Winariyanti

The remarkable global ascent of BTS, a South Korean music group operating under HYBE Corporation (formerly Big Hit Entertainment), is inseparable from a well-orchestrated and adaptive public relations (PR) framework. This study examines how HYBE's PR strategies propelled BTS to international prominence while simultaneously aligning with the Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Adopting a qualitative methodology grounded in media content analysis, the research draws on data from international and national news coverage, official press materials, public speeches, digital platform content, and institutional documents spanning 2017 to 2024. Four strategic pillars characterize BTS's PR approach: (1) sustained authentic narrative construction centered on personal growth, social responsibility, and cultural pride; (2) strategic mobilization of the global ARMY fanbase as an active communication force; (3) integrated and innovative utilization of digital media ecosystems to amplify reach and engagement; and (4) deliberate repositioning of BTS as contributors to economic and industrial transformation through creative industries. The findings demonstrate that BTS's PR model does not merely serve commercial objectives; rather, it operates as a mechanism for advancing inclusive economic growth and fostering innovation within the global creative sector. This research contributes to the theoretical discourse on PR's evolving role at the intersection of popular culture, digital innovation, and global sustainable development.