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The integration of Augmented Reality (AR) technology into higher education has emerged as a promising approach to enhance collaborative learning experiences. This study aims to design and evaluate an AR multimedia framework that facilitates real time interaction and spatial visualization, creating immersive and engaging learning environments for students. The AR framework was developed with a focus on improving student engagement, collaboration, and learning outcomes through interactive 3D models and real time feedback. By leveraging AR technology, the study sought to address common challenges in traditional learning environments, such as limited student interaction and engagement, and lack of real time feedback. The experimental evaluation involved two student groups: one using the AR-based system and the other using conventional multimedia tools. Findings revealed that students using the AR framework showed significant improvements in engagement, interaction frequency, and collaborative task performance. Additionally, the AR framework contributed to better learning outcomes, including enhanced comprehension, retention of complex concepts, and improved problem-solving skills. The study also highlighted the importance of incorporating a user-centered design approach in developing AR applications to ensure that the system meets the needs and preferences of learners. Qualitative feedback from students indicated that the AR system provided an enriched learning experience, although challenges such as interface navigation were noted. Overall, the study demonstrates the effectiveness of AR in fostering collaborative learning and offers practical insights for its integration into higher education curricula. Future research should explore the integration of AR with other immersive technologies to further enhance collaborative learning experiences.

This study aims to analyze the contribution of business innovation in increasing repeat orders in micro, small, and medium enterprises (MSMEs), with a case study on Nelzz Juice operating in MMTC, Medan City. The research employs a qualitative case study approach, combining in-depth interviews with the owner and staff, direct observation of business operations, and documentation analysis related to business strategies and sales data. The findings indicate that the innovations implemented by Nelzz Juice cover several aspects, namely product innovation, service innovation, and digital marketing strategy innovation. Product innovation is carried out through the selection of fresh and high-quality ingredients, the development of creative menu variations tailored to consumer preferences, and appealing product presentation. Service innovation is reflected in the improvement of service quality, faster order processing, and enhanced friendliness and interaction with customers. Meanwhile, digital marketing innovation has proven effective in expanding consumer reach, increasing engagement, and promoting customer loyalty. The study confirms that the consistent and sustainable application of innovation not only enhances customer satisfaction but also directly contributes to an increase in repeat order frequency. Therefore, business innovation can be considered a key strategy for MSMEs to face market competition, maintain business sustainability, and support sustainable economic growth.

This study aims to formulate development strategies for a billiard business in Kota Uneng, Sikka Regency, using the SWOT analysis approach. The activity was carried out through field observations, interviews with the business owner, SWOT training sessions, and guided preparation of the strategic matrix. The analysis indicates several strengths, including a strategic location, adequate facilities, and affordable service prices. However, weaknesses were also identified, such as limited capital, insufficient promotional activities, and suboptimal operational management. Opportunities arise from the growing interest in recreational activities and the potential for collaboration with local community groups. Meanwhile, threats include competition from similar businesses and shifts in entertainment preferences. Based on these findings, SO, WO, ST, and WT strategies were formulated to be implemented gradually to enhance competitiveness and ensure business sustainability. These strategies provide a practical guide for improving service quality and strengthening the market position of the billiard enterprise.

This study aims to determine the appropriate choice of Fiqh learning media for eighth-grade students at MTs Manbail Futuh Jenu. The background of this study is the low ability of students to remember Fiqh material due to the dominant use of lectures and textbooks. The method used in this study was descriptive qualitative, with data collected through observation, in-depth interviews, and documentation. The research findings indicate that the majority of students prefer audio-visual, visual, and interactive learning media such as videos, animations, illustrative images, flashcards, and educational games. The use of these media facilitates students' understanding and retention of practical Fiqh material, such as ablution, tayammum, and prayer. Conversely, the use of lectures without engaging media quickly causes students to become bored and struggle to retain the material. This study concludes that selecting learning media that aligns with students' preferences can improve their memory and comprehension of Fiqh material.

The phenomenon of masculine men has become a new strategy in the modern beauty product marketing industry. Changing social and cultural values about gender identity have led to the emergence of male images with soft, stylish, and aesthetic characteristics in various promotional campaigns. This study aims to analyze how the phenomenon of masculine men is used as a marketing communication strategy, as well as its impact on consumer perception. The method used is a literature study with a descriptive qualitative approach, which examines contemporary communication theory, gender theory, and modern marketing concepts. The findings suggest that the use of masculine male figures in beauty product advertising can expand market segmentation, attract cross-gender audiences, and create an inclusive brand image that aligns with current social trends. However, this strategy also raises debates about the limitations of masculinity and the social construction of beauty. Therefore, the phenomenon of masculine men can be understood as a form of adaptation of marketing communication to changes in cultural and gender values in contemporary society In addition, the findings of this study are expected to make a theoretical contribution to the study of marketing communication and gender studies, as well as become a practical reference for beauty industry players in designing promotional strategies that are sensitive to social dynamics, cultural values, and the increasingly diverse preferences of modern consumers.

Traditional snack micro, small, and medium enterprises (MSMEs) in Indonesia face increasing market competition and rapidly changing consumer preferences, particularly among younger consumers seeking innovative and symbolic food experiences. This community engagement study aims to strengthen the profitability and sustainability of traditional snack MSMEs by integrating local flavor innovation with simple business governance practices. Using a participatory action research approach under the Merdeka Belajar Kampus Merdeka (MBKM) program in Palangka Raya, this study involved co-creation between students and local entrepreneurs in product development, production standardization, and basic financial management. Qualitative data were collected through participatory observation and stakeholder discussions, while quantitative data were obtained from sales records and simple financial reports. The results demonstrate that local flavor-based innovation, combined with standardized operating procedures and cost control mechanisms, improved product differentiation, operational efficiency, and financial performance. The intervention generated a positive net profit and strengthened the partner’s capacity for independent business management. This study contributes to the literature by positioning traditional food MSMEs as sites of cultural innovation and micro-governance, while supporting Sustainable Development Goals related to inclusive economic growth, cultural preservation, and responsible production.

This study aims to analyze the opportunities, threats, strengths, and weaknesses of Arch Barbershop, a modern barbershop in Maumere City. The study was conducted using a descriptive approach through observation of the business environment, competitor analysis, and identification of local consumer preferences. The analysis shows that Arch Barbershop has promising opportunities due to the increasing trend of grooming among teenagers and young adults, and the lack of barbershops offering modern and consistent service concepts in the area. However, this business also faces threats in the form of competition from new barbershops, rapidly changing consumer preferences, and dependence on barber skills as the spearhead of service quality. Furthermore, internal weaknesses such as limited space, inflexible operating hours, and a less than optimal variety of services pose challenges to business development. By understanding these opportunities, threats, strengths, and weaknesses, Arch Barbershop can formulate a more effective development strategy to increase its competitiveness and business sustainability in Maumere City.

Using a systematic literature review approach to various previously published studies, this research investigates the influence of consumer nationalism on the intention to purchase domestic products. The purpose of this study is to find patterns of results, influencing components, and the impact of consumer nationalism on their behavior when purchasing local products. Data were collected from articles in relevant national and international journals, particularly those discussing ideas about consumer nationalism, consumer ethnocentrism, and factors determining purchase intention. The findings of the study indicate that consumer nationalism has a positive and significant effect on consumers' intention to purchase domestic goods. A number of variables, including product quality perceptions, price sensitivity, cosmopolitanism levels, and consumer demographics, especially Generation Z, who tend to be involved in the digital world, influence this effect. In addition, this study found that customer awareness, attitudes, and preferences towards local products are influenced by social media and digital campaigns such as the Bangga Buatan Indonesia (Proudly Made in Indonesia) program. The results of this study provide strategic benefits for businesses when they develop marketing plans based on the value of nationalism. These results can also be used as a reference for public policies aimed at increasing consumption and competitiveness of domestic products through the implementation of such policies.

This research aims to implement a Multi-Attribute Decision Making (MADM) approach using the AHP–TOPSIS method to assist PT. XYZ in selecting the most suitable intern candidate for the Social Media Specialist position. The increasing number of applicants each year makes the selection process more complex, requiring a systematic and data-driven decision support system. AHP was used to determine the priority weights of five main criteria—Interview, Experience, Portfolio, Skill, and Achievement—along with their subcriteria. All pairwise comparison matrices met the consistency requirements, indicating valid weights. The TOPSIS method was then applied to calculate the preference scores of ten candidate alternatives based on the weighted normalized decision matrix, ideal solutions, and distance measures. The results show that candidate A3 achieved the highest preference score (0.9422), followed by A7 and A8, making them the top recommended candidates. This study demonstrates that integrating AHP and TOPSIS effectively supports companies in conducting objective, efficient, and accurate recruitment decision-making processes.

This study aims to describe the implementation of the Segmenting, Targeting, and Positioning (STP) concept in Apple Inc.’s marketing strategy and to assess students’ perceptions as young consumers of Apple products. A descriptive qualitative approach was applied through a literature review supported by an online survey involving 30 students who use Apple products. Data were analyzed descriptively to relate Apple’s STP strategy to respondent preferences and satisfaction levels. The results indicate that Apple applies multidimensional market segmentation encompassing demographic, psychographic, and behavioral aspects, targeting premium consumers, creative professionals, and urban youth. The targeting strategy emphasizes product quality, design, and symbolic value, while positioning is established as a premium brand supported by an integrated product ecosystem. Survey findings show that ease of access is the most prioritized factor among respondents (40%), followed by information completeness (33%). The overall satisfaction level is categorized as moderate, with a mean score of 3.67. These findings suggest that Apple’s STP strategy has been effective in strengthening brand image among students; however, improvements are still needed, particularly in information delivery and service accessibility. This study is expected to provide practical insights for businesses and educational institutions in developing marketing strategies aligned with young consumer characteristics.

This study aims to analyze the influence of terminal users’ perceptions on business development opportunities at Mangkang Type A Terminal, Semarang City, managed by the Central Java Class I Transportation Management Agency (BPTD). As a major transportation hub, the terminal functions not only as a passenger transit point but also as a strategic economic area with potential for commercial facility development. However, the utilization of business opportunities at Mangkang Terminal remains suboptimal, necessitating an evidence-based analysis of the factors that shape these opportunities. This research employs a quantitative approach using a survey method involving terminal users, including passengers, public transport drivers, and terminal visitors. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression to examine the influence of user perceptions on business potential, which includes interest in facility usage, demand for additional services, and preferences for commercial space utilization. The findings indicate that perceptions related to comfort, safety, cleanliness, accessibility, and service quality significantly affect business development opportunities. Comfort and service quality emerge as the most dominant factors driving user interest in commercial facilities. These results emphasize that improving terminal service quality can serve as an effective strategy to expand business opportunities and enhance non-tax revenue.

Urban mobility in Surabaya faces serious challenges due to the high ownership of private vehicles and the low use of public transportation. The Surabaya City Government launched Suroboyo Bus Electric in November 2024 as a sustainable transportation innovation on the Purabaya–ITS route. This study aims to analyze commuter preferences for the Suroboyo Bus Electric mode over private vehicles, by emphasizing functional factors (cost, travel time, comfort) and symbolic factors (status, identity, modern image). The research method used a quantitative descriptive approach with 400 respondents, primary data was obtained through questionnaires, while secondary data came from government documents and literature. The analysis was carried out through descriptive statistics, chi-square tests, and logistic regression. The results showed that the majority of respondents chose Suroboyo Bus Electric as the main mode (62%), with the dominance of young, middle-income users, and mostly women. Most of the respondents have one unit of private vehicle, but still use electric buses as a mode of complementing mobility. Travel destinations are dominated by social, economic, and educational activities, with an average travel time of 16–30 minutes. In terms of cost, more than half of the respondents spent Rp 5,000-Rp 10,000 per trip, indicating the affordability of fares. Symbolic factors also play an important role, where Suroboyo Bus Electric is perceived as a modern, clean, and sustainable city identity.

The growing interest in learning the Japanese language in Indonesia, driven by popular culture such as anime, creates a need to understand the effectiveness of different learning media. The non-uniform effectiveness of media for each individual poses a major challenge. Therefore, this study aims to analyze the effectiveness of both anime and textbooks by segmenting learner profiles and identifying key determinants of success using an artificial intelligence approach. This research employed a quantitative method through a questionnaire survey of 120 respondents. The data were analyzed in two stages: the K-Means Clustering algorithm was used to group respondents into learner profiles, and the Decision Tree algorithm was used to identify the most significant factors that differentiate these profiles. The analysis successfully identified three distinct learner profiles: "Intensive & Adaptive Learner," "Flexible Learner," and "Passive Learner." The decision tree revealed that the perception of textbook effectiveness and the frequency of anime use are the strongest predictors in determining a learner's profile, more so than theoretical learning style preferences. It is concluded that media effectiveness is highly dependent on the learner's behavioral and perceptual profile, which underscores the importance of a personalized approach in language education technology.

This study compares the effectiveness of MAUT (Multi-Attribute Utility Theory), SMART (Simple Multi-Attribute Rating Technique), and WASPAS (Weighted Aggregated Sum Product Assessment) methods in a decision support system for determining the best employees at Sisilia Boutique. The quality of human resources is crucial in the retail business, but performance evaluation is often influenced by subjectivity. To address this, a multi-criteria-based decision support system is needed. MAUT translates preferences into a numerical scale, SMART calculates the average value of attributes based on weights, while WASPAS combines weighted summation (WSM) and weighted multiplication (WPM) for more balanced results. Employee performance data from Sisilia Boutique in June 2025, including attendance, store layout, customer service, and discipline, were used as the research object. The comparison results show consistency in the highest (K3) and lowest (K7) ratings across the three methods, with differences in the middle ratings. WASPAS offers a more balanced distribution of final scores, making it a comprehensive alternative for performance evaluation.