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Renaldo Sudikdo; Achmad Widodo; Awang Firmasyah; Joesoef Roepajadi

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This research was carried out with the primary objective of developing a standardized anthropometric testing model to significantly improve the performance of divers in Pasuruan Regency. This developed model serves as an essential predictive and evaluative tool in the context of athlete training and selection. The study employed a descriptive quantitative method, involving a total of 17 active divers, comprising 10 male athletes and 7 female athletes. Data collection was conducted through a series of basic anthropometric measurements relevant to diving sports, including body height, body weight, arm span, and leg length. Comprehensive statistical analysis revealed a significant and positive relationship between the various measured anthropometric variables and key diver performance parameters. The main findings of the research clearly indicate that the developed anthropometric testing model has a strong and significant correlation with the enhancement of the divers' strength, speed, and endurance. In other words, this model is capable of providing accurate insights into the potential and actual performance status of the divers. The practical implications of this study are highly significant, as it enriches knowledge and technological innovation in the field of diving sports training. Furthermore, the model offers concrete support for coaches in more objective athlete selection, the design of more personalized and structured training programs, and indirectly contributes to the improvement of a diver's quality and self-confidence. Therefore, this anthropometric testing model is recommended for widespread use as a strategic tool in all stages of selection, training, and long-term development of diving athletes.

Widhya Putriana

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This research explores the dual impact of Artificial Intelligence (AI) on the academic writing experiences of English Literature students learning English as a Foreign Language (EFL). AI tools like ChatGPT, Grammarly, and QuillBot are commonly used for grammar correction and sentence construction. These tools are integrated into students' writing processes, providing valuable assistance in refining their written work. However, their psychological effects, particularly in terms of emotional and ethical implications, have not been sufficiently explored in previous research. This study employed a qualitative phenomenological approach, utilizing Interpretative Phenomenological Analysis (IPA), to examine the experiences of ten final-year EFL students who actively use AI tools for academic writing. Through semi-structured interviews, the research identified three major themes: reduced technical stress, heightened dependency on AI tools, and ethical concerns about authorship. The findings suggest that while AI tools act as cognitive scaffolds, aiding students by improving fluency and reducing the burden of technical writing tasks, they also introduce psychological challenges. These challenges include increased dependency on the tools and concerns about the authenticity of their work, raising questions about academic integrity and self-efficacy. This study sheds light on the complex relationship between AI as an assistive technology and its potential to cause writing anxiety and dependency. By emphasizing both the positive and negative psychological impacts of AI, the study contributes to the growing body of literature on AI in education. It calls for the development of pedagogical frameworks that balance AI literacy, emotional resilience, and ethical considerations to ensure responsible and effective use of AI in academic contexts.

Adhawan Priyoutomo; Supriyoko Supriyoko; Suyono Suyono; Rahayu Retnaningsih

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This study aims to determine the contribution of the variables of Self-Motivation, Learning Discipline, and Parental Support both partially and simultaneously to student learning achievement in the Automotive Engineering expertise program at SMK Negeri 2 Pengasih. This type of research is included in quantitative correlational research with multiple regression analysis techniques. The entire population was sampled with a total of 104 grade XII students. Data collection used a closed questionnaire and student final exam results documents. The research instrument that has passed the validity and reliability test, then continued with the classical assumption test to ensure that the regression model meets the eligibility requirements. The results showed that the three independent variables contributed significantly to student automotive learning achievement with a value of F = 26.718. Simultaneously with a significance value of 0.000 (p <0.001) and an Adjusted R Square value of 0.428 which means the model is able to explain 42.8% of the variation in learning achievement. Partially, the Self-Motivation variable significantly (p<0.05) provides the largest contribution to student learning achievement with a t-value of 2.120 followed by Learning Discipline with a t-value of 1.992 and Parental Support with a t-value of 2.021. The magnitude of the real contribution of each variable, namely: Self-Motivation of 12.15%, Learning Discipline of 10.49%, and Parental Support of 10.24%. These results emphasize the importance of strengthening students' intrinsic motivation, habituating learning discipline, and active parental involvement to improve learning outcomes in vocational education.

Veratul Amna; Urip Pratama; Iskandar Iskandar; Yadi Putra

Jurnal Riset Ilmu Farmasi dan Kesehatan 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Hypertension, or high blood pressure, is a medical condition characterized by a persistent increase in blood pressure exceeding normal thresholds. The aim of this study was to examine the relationship between coping mechanisms and psychological stress among elderly individuals with hypertension in Meunasah Papeun Village, Krueng Barona Jaya District. This research employed a quantitative design with a descriptive-analytic approach using the Cross-Sectional Study method. The total population consisted of 77 participants, and the sampling technique utilized total sampling. The study was conducted from June 25 to July 16, 2025. Data collection instruments included the Brief Cope questionnaire and a stress questionnaire developed by the researcher, with a reliability value of Cronbach’s alpha P-Value = 0.693. Data analysis was carried out using the Chi-Square test. The study findings revealed a P-Value = 0.503 (>0.05), indicating no significant relationship between coping mechanisms and stress among elderly individuals with hypertension in Gampong Meunasah Papeun. Respondents are advised to maintain emotional stability to prevent psychological stress; although the findings indicate no direct correlation, it remains essential to preserve mental well-being through effective communication, participation in positive activities, and seeking family support. The village as the research site is encouraged to continue developing stress reduction programs through educational and preventive approaches, such as counseling on coping mechanisms for stress and group discussions.

Nur Aulia Zannah; Fenty Zahara Nasution

Jurnal Publikasi Ilmu Psikologi. 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Work-life balance refers to a condition in which individuals are able to manage and allocate their time, energy, and attention proportionally between work demands and personal life. Performance is defined as the measurable outcomes achieved by individuals in carrying out their duties. This study aims to examine the effect of work-life balance on employee performance at the Secretariat of the Regional House of Representatives (DPRD) of Deli Serdang Regency. The proposed hypothesis states that there is a positive influence between work-life balance and employee performance. The study population consisted of 200 employees, and the sampling technique used was probability sampling, which provides equal opportunities for each member of the population to be selected. Based on the Yamane formula with a 10% error rate, a total of 67 respondents were obtained. Data were collected using a Likert-scale questionnaire, and the data were analyzed using a simple linear regression test. The results show a significance value of 0.000 < 0.05, indicating that the hypothesis is accepted. This means that work-life balance has a positive and significant effect on employee performance. The contribution of work-life balance to performance is 62.4%, while the remaining 37.6% is influenced by other factors.

Khesyfa Hanan Kinanti; Fadzlul Fadzlul; Beny Rahim

Jurnal Publikasi Ilmu Psikologi. 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Burnout is a psychological issue often faced by Civil Servants (ASN) due to demanding job responsibilities, negatively impacting performance, motivation, job satisfaction, and productivity. Excessive workload is a primary factor contributing to burnout, making it essential to examine their relationship in the governmental context. This study investigates the perception of workload and the level of burnout among civil servants at the National Unity and Political Agency (Kesbangpol) of Jambi Province. Using a quantitative correlational approach, the study involved 65 civil servants selected through purposive sampling. Data were gathered through an online questionnaire consisting of a workload perception scale (30 items) and a burnout scale (22 items). The Pearson Product Moment correlation test with SPSS software was used for data analysis. Descriptive results showed that most respondents reported moderate to high levels for both variables. A correlation coefficient of r = 0.503 with a significance level of p = 0.001 (p < 0.05) indicates a significant positive relationship between workload perception and burnout. This suggests that higher perceived workload increases the likelihood of experiencing burnout. To reduce burnout and maintain optimal performance, balanced workload management, social support, and stress management strategies are essential for civil servants.

Delia Sunshine Talitha Amanda; Safun Rahmanto

Jurnal Pelaksanaan Pengabdian Bergerak bersama Masyarakat 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Prenatal exercise plays a vital role in maintaining the physical and mental well-being of pregnant women. This activity helps reduce common discomforts such as back pain, enhances stamina, and strengthens pelvic muscles in preparation for childbirth. However, knowledge among pregnant women regarding safe and effective exercises remains limited. The lack of structured information often leads to uncertainty and discourages participation in physical activities during pregnancy. This condition highlights the need for well-directed and comprehensive physiotherapy education. This community service program was conducted in Building B of the Kedungkandang Community Health Center and involved 15 participants. A holistic approach was employed, combining interactive counseling to convey the theoretical benefits and safety of exercise, group discussions to share experiences, and practical demonstrations. The exercises demonstrated were carefully selected to be simple, safe, and easy to perform independently at home, ensuring continuity beyond the educational sessions. The results indicated a significant improvement in participants’ knowledge, as evidenced by the comparison between pre-test and post-test scores. This improvement reflects the growing awareness among pregnant women of the importance of maintaining fitness through structured and safe physical activity. Continuous education through a community physiotherapy approach is necessary to ensure consistent implementation of prenatal exercise and to support long-term behavioral changes toward better maternal health.

Aina Mulia Rizky; Amalia Apriliani; Devi Syalwa Syahfitri; Joya Urmila Lubis

Jurnal Hukum, Pendidikan dan Sosial Humaniora 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The development of digital technology has fueled the rise of online buying and selling practices through marketplaces and social media, including among students. This convenience is not without legal and ethical issues, such as misdescribed goods, fraud, and the weakening of consumers' position compared to businesses. This research uses a normative method with a qualitative approach through literature review, regulatory analysis, and interviews with UNIMED Civics students to examine consumer protection from the perspective of positive law and Islamic law. Theoretical studies indicate that Law Number 8 of 1999 concerning Consumer Protection (UUPK) affirms consumers' rights to security, comfort, accurate information, and opens up opportunities, although its implementation remains hampered by low legal awareness. Meanwhile, muamalah jurisprudence affirms the validity of a sale and purchase contract if it meets the pillars and conditions, and upholds the values ​​of honesty (ṣidq), justice (‘adl), trustworthiness, and the prohibition of gharar and tadlis. The results of the study indicate that violations of online transactions not only violate the UUPK but also undermine Islamic business ethics. Therefore, the integration of Islamic law and positive law is necessary to strengthen digital consumer protection in a fair and beneficial manner.

Zaitun Qamariah; Hesty Widiastuty; Hadma Yuliani

Indonesia Bergerak : Jurnal Hasil Kegiatan Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Teknik Indonesia

The digital transformation era requires university students to develop digital literacy competencies that not only support academic activities but also serve as essential capital for entering the workforce and pursuing entrepreneurship. One relevant professional platform to enhance career readiness is LinkedIn, which serves as a medium for both personal branding and professional networking. This community service aimed to improve students’ digital literacy and career readiness through mentoring sessions on LinkedIn account optimization. The program involved the students from the English Education (TBI) and Physics Education (TFS) study programs at the Faculty of Tarbiyah and Teacher Training, UIN Palangka Raya, comprising prospective teachers and professionals across various disciplines. The implementation was carried out through tutorials and direct mentoring in two sessions, covering account creation, developing professional headlines and summaries, adding skills and experiences, and uploading simple portfolios. The results indicated that all participants successfully created or improved their LinkedIn profiles, actively engaged in the activities, and demonstrated a greater awareness of the importance of a professional digital identity, which can be seen from the students’ participation, the quality of the profiles produced, and their commitment to continuously developing their LinkedIn accounts. The program highlights LinkedIn’s strategic role in strengthening digital literacy and career readiness among university students in the global era.

Nadhila Khairunisa; Dimas Sondang Irawan; Herlina Herlina

Indonesia Bergerak : Jurnal Hasil Kegiatan Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Teknik Indonesia

Introduction: Pregnancy is a natural process that every woman experiences. During pregnancy, pregnant women experience many changes, both physiological and psychological. These changes can cause various symptoms in each pregnant woman. Some common complaints during pregnancy include nausea and vomiting, back pain, edema, and shortness of breath. Method: This activity was conducted through counseling aimed at explaining the condition and understanding it to pregnant women. This activity used leaflets and live demonstrations so that participants could perform exercises correctly. Conclusion: After conducting counseling on the role of physiotherapy in pregnancy problems at the integrated health posts (Posyandu) for pregnant women in Sempulang Village, Janju Village, and Keluang Lolo Village, it can be concluded that education is important regarding understanding good exercises to do during pregnancy, such as child pose, cat and camel exercise or yoga for pregnant women, and breathing exercises. This is useful for reducing and preventing symptoms during pregnancy by always paying attention to signs of when to stop the exercise.

Anggun Syahriani Putri; Rizka Harfiani

Hikmah : Jurnal Studi Pendidikan Agama Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This study aims to analyze the role of Islamic Religious Education (IRE) in shaping students’ character in the digital era, particularly through the use of non-digital learning media. The rapid development of technology has brought both positive and negative impacts on students. On one hand, technology facilitates access to information and enables more interactive learning processes. On the other hand, exposure to negative content and digital distractions can weaken students’ concentration and moral control. This research employed a quantitative method with a survey approach and a correlational design. Data were collected using a Likert-scale questionnaire from five respondents selected through purposive sampling. The findings reveal that teaching IRE using non-digital media significantly improves students’ concentration, discipline, and awareness of worship. Furthermore, IRE positively contributes to fostering wise internet usage and proper digital communication ethics. These results indicate that combining traditional approaches with the integration of religious values is highly effective in addressing the challenges of the digital era and promoting the development of students’ character rooted in Islamic values.

M. Fikrie Fachrian Lubis; MHD. Haiqal Wijaya; Clara Citra Sinaga; Andhita Dean Vega; Dionisius Sihombing +1 more

Jurnal Penelitian Manajemen dan Inovasi Riset 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyse the strategies implemented by Kopi Kenangan MSMEs, particularly the branch at Jl. Pancing No. 184 Medan, in facing the challenges of globalisation and penetrating the international market. The method used is a case study with a descriptive qualitative approach through interviews, observations, and documentation. The results of the study show that Kopi Kenangan is well prepared to compete in the global market through strengthening internal management, utilising digital technology, and building a brand image based on Indonesian coffee identity. The expansion strategies implemented include selecting markets with cultural proximity, adapting products to local preferences, and collaborating with international partners. The main obstacles faced include competition with global brands, differences in consumer tastes, financial constraints, and export regulations. However, business opportunities remain wide open in line with the increasing global coffee consumption trend, interest in authentic local products, and government support in promoting and facilitating MSMEs. This study concludes that the success of MSME internationalisation is largely determined by the synergy between internal company quality, digitalisation, partnership networks, and external support from the government.

Dhea Pinky Cafrina Alif; Indah Listyani; Adi Trisna Wahyudi

Jurnal Penelitian Manajemen dan Inovasi Riset 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the influence of product quality (X1), price (X2), and location (X3) on consumer satisfaction (Y) at UMKM Abon Farda Kediri. The research uses a quantitative approach with both primary and secondary data. The sample consists of 64 respondents, and the data were collected through questionnaires, literature reviews, and documentation. The analytical methods applied include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and the Coefficient of Determination test. The results of the analysis show the multiple linear regression equation: Y = 5.464 + 0.297X1 + 0.280X2 + 0.165X3 + e. Based on the t-test, the product quality variable has a t-value of 2.132 with a significance level of 0.037, indicating a significant effect on consumer satisfaction. The price variable has a t-value of 2.284 with a significance level of 0.026, also showing a significant influence. However, the location variable records a t-value of 1.176 with a significance level of 0.244, meaning it does not significantly affect consumer satisfaction. The F-test results show an F-value of 8.223 with a significance level of 0.000, confirming that product quality, price, and location simultaneously have a significant effect on consumer satisfaction. Therefore, product quality and price play an important role in increasing consumer satisfaction at UMKM Abon Farda Kediri.

Husnah Gustiyaningsih; Ratnawaty Marginingsih; Wiwit Rohaeni Yulianti

Riset Ilmu Manajemen Bisnis dan Akuntansi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine the effect of work discipline and compensation on employee job satisfaction at the Bureau of Organization and Human Resources of the Ministry of Agriculture. This research is motivated by the importance of proper work discipline and compensation in increasing employee job satisfaction. The method used in this research is quantitative method with descriptive approach. The data collection technique was carried out through distributing questionnaires to 85 respondents who were employees of the agency. The data analysis technique uses validity, reliability, multiple linear regression, t test, f test, and the coefficient of determination. The results of this study obtained using the t test that work discipline partially has a positive and significant effect on employee job satisfaction with a significance result of 0.000 <0.05 and the t test results show Tcount 3.656> Ttable 1.989. Compensation partially has a positive and significant effect on employee job satisfaction with a significance result of 0.000 < 0.05 and the t test results show Tcount 7.066 > Ttable 1.989. Work discipline and compensation simultaneously have a positive and significant effect on employee job satisfaction with a significance result of 0.000 < 0.05 and the f test results show Fcount of 62.960> Ftable 3.11. The coefficient of determination test found that the two independent variables had an effect of 60.6% on employee job satisfaction.

Raysa Putri Nabila Hasibuan; Johan Paulo Negos Sinaga; Hannes Inmanuel Sinaga; Kristian Ronaldo Tampubolon; Dionisius Sihombing +1 more

Riset Ilmu Manajemen Bisnis dan Akuntansi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The 2020–2024 period is a crucial time for the Indonesian economy, which is facing severe pressure due to the COVID-19 pandemic and global economic dynamics. This study aims to analyze the development of the national economic condition over the past five years through key macroeconomic indicators, such as Gross Domestic Product (GDP), Foreign Direct Investment (FDI), forest area, industrial sector contribution, high-tech exports, domestic credit, trade in goods, and gross national income per capita (GNI per capita). The method used is descriptive quantitative based on data from the Central Statistics Agency (BPS) and secondary sources from national and international institutions. The results show that despite a contraction in 2020 due to the pandemic, the recovery process has been rapid since 2021, with stable economic growth in the range of 5% until 2024. Increased GNI per capita, improved foreign investment flows, and the expansion of economic digitalization are key factors strengthening national resilience. However, challenges remain, such as a decline in the industrial sector's contribution and a reduction in forest area. These findings confirm that Indonesia's economic development is moving toward a structural transformation oriented toward sustainability, sector diversification, and social inclusiveness. Overall, the 2020–2024 period reflects a phase of recovery and restructuring of the economic foundations toward achieving the Vision of a Golden Indonesia 2045 with global competitiveness.

Ondo Apostel Purba; Gracia Octaviani Hutagalung; Dina Lestari; Akhlan Naufan Asri; Dionisius Sihombing +1 more

Jurnal Manajemen Bisnis Digital Terkini 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study examines the relationship between business environment dynamics and the sustainability of microenterprises in the culinary sector, focusing on a case study of dim sum businesses in Medan City. The business environment is conceptualized as a set of external factors, including competitive intensity, local economic conditions, regulations, shifts in consumer preferences, and the strategic role of business location. A qualitative approach was employed using a case study method, with data collected through semi-structured interviews and participant observation of operational activities. The findings indicate that high levels of competition, particularly from new entrants offering lower prices, directly influence the survival strategies of business owners. Adaptive adjustments were implemented through menu innovation, product quality maintenance, and strengthening relationships with loyal customers. Furthermore, the presence of educational institutions and socio-economic activities around business locations supports demand stability, especially from student segments. Strategic physical location enhances both visibility and accessibility but simultaneously intensifies competition. Conceptually, this study highlights that the sustainability of small-scale culinary enterprises is determined not only by internal management capacity but also by the ability to interpret, anticipate, and respond to external dynamics. Consequently, continuous adaptive strategies, product differentiation, and consumer network strengthening are essential prerequisites for culinary micro and small enterprises to maintain competitiveness in a highly competitive market.

Nayla Hasana; Novenia Cecilia Nadeak

Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The Indonesian government has been actively combating illegal fishing practices at sea because they harm the country and reduce fish populations. However, attention to freshwater fisheries, especially endemic fish, is still limited. In fact, endemic fish play an important role in aquatic ecosystems and local culture. Fish resource conservation aims to protect, preserve, and utilize fish and their ecosystems and genetic diversity so that their existence and availability remain sustainable. The diversity of freshwater fish in Indonesia faces serious threats from human activities. The main factor is the introduction of new species that grow uncontrollably, becoming pests and harming ecosystems and communities. In addition, overfishing and declining habitat quality further exacerbate the situation. These threats pose a risk of extinction for endemic fish. Therefore, conservation efforts need to be strengthened to maintain ecosystem balance and support the livelihoods of communities that depend on fish farming. Legal protection is an important aspect in addressing this issue. Law No. 31 of 2004 concerning Fisheries and Law No. 5 of 1990 concerning Conservation of Living Natural Resources and Ecosystems have provided a legal basis for fish resource management. However, their implementation and enforcement remain weak. This study uses a normative juridical approach with secondary legal materials, emphasizing the importance of improving the legal framework and more effective governance. Measurable, transparent, and sustainable conservation measures are needed to ensure the optimal utilization of fish resources. Thus, the sustainability of freshwater ecosystems and the welfare of communities that depend on endemic fish can be guaranteed.

Novenia Cecilia Nadeak; Nayla Hasana

Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

Forced marriage of children as debt repayment is an exploitative practice that violates human rights principles and child protection as stipulated in the 1945 Constitution, the Child Protection Law, and the Sexual Violence Criminal Law. This study uses a normative juridical method with a legislative and conceptual approach to examine legal views on the position of children in debt repayment, the relationship between unregistered marriages and forced marriage, and the forms of legal protection that can be provided to victims. The results of the analysis show that children cannot be used as objects of debt repayment because they are not included in the category of property according to the Civil Code, while the practice of unregistered marriage, which is often used as a shortcut, is not recognized by positive law. Forced marriage of children is classified as a form of economic and sexual exploitation that is subject to criminal sanctions. Therefore, it is necessary to limit the grounds for marriage dispensation, prohibit unregistered marriages for minors, and strengthen the implementation of regulations and public awareness campaigns to ensure the protection of children's rights and prevent similar practices in the future.

Muhammad Farrel Haristyanto

Pemuliaan Keadilan 2025 Asosiasi Penelitian dan Pengajar Ilmu Hukum Indonesia

Fiduciary duty breaches and misappropriation are serious issues in corporate governance that can result in significant losses for companies and the state. This study aims to analyze the forms and mechanisms of legal accountability for fiduciary duty breaches and misappropriation through a comparative study of the cases of PT Asabri in Indonesia and Barclays v Singularis in the UK. The research method used is normative legal research with a conceptual, statutory, and comparative legal approach. The analysis was conducted on primary, secondary, and tertiary legal materials which were then presented qualitatively in the form of exploratory and argumentative descriptive narratives. The results of the study indicate that fiduciary duty is recognized in both legal systems but with different scopes. Where the English legal system can apply this obligation to third parties such as banks through the Quincecare duty, while in Indonesia it is limited to internal parties of the company. The concept of misappropriation is not explicitly mentioned in Indonesian law but is covered in various regulations through the terms embezzlement and abuse of authority. The PT Asabri case demonstrated systematic violations by internal management, resulting in losses reaching Rp 23.7 trillion, while the Barclays v. Singularis case demonstrated the bank's negligence in preventing misuse of client funds. The implications of this research highlight the need for regulatory harmonization and strengthened oversight mechanisms to prevent similar violations in the future.

Veri Sangap Tua Pasaribu; Rouli Elisabet Naibaho; Ega Grace Nichol Sitindaon; Lisa Dwi Cahaya Nayu; Fadli Agus Triansyah

Jurnal Manajemen Bisnis Era Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the application of digital marketing through social media at Yuk Ngopi Coffee UMKM in Medan City in facing competition in the digital era. The research method uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation studies. The results show that the use of digital platforms, particularly Instagram and TikTok, contributes significantly to increasing brand awareness, consumer engagement, and market expansion. Content strategies that emphasize visual aesthetics, interaction with consumers, and affordable prices are key factors in attracting customers. In addition, the integration of offline experiences in the form of a café atmosphere with online promotions has succeeded in strengthening the brand image. However, the study also found several challenges, including limited human resources, marketing budgets, and the rapidly changing dynamics of social media algorithms. Theoretically, these findings reinforce the relevance of the Integrated Marketing Communication (IMC) model, Customer Relationship Management (CRM), and the concept of Perceived Value in the context of UMKM. This research provides practical implications for businesses to optimize social media as a strategic marketing tool, while balancing digital innovation and real-world consumer experiences.