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This study investigates the effectiveness of Augmented Reality (AR) based activities in supporting vocabulary retention, motivation, and engagement in foreign language learning. A quasi-experimental design with a pre-test–post-test control group was employed, involving university students enrolled in English as a Foreign Language (EFL) courses. The experimental group engaged in AR-supported vocabulary learning, while the control group used conventional methods such as flashcards and text-based materials. Data were collected through vocabulary tests, motivation and engagement questionnaires, and classroom observations. The findings indicate that AR significantly enhanced vocabulary retention, with students in the experimental group outperforming those in the control group. AR also increased learners’ motivation by providing immersive and enjoyable learning experiences, and it fostered greater engagement as students actively interacted with digital media. These results support the integration of AR into language learning as an effective instructional approach that combines contextualization, interactivity, and gamification. The study contributes to the growing body of research on technology-enhanced learning and highlights the pedagogical potential of AR in modern language education.

Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.

This study aims to determine the effect of the Course Review Horay learning model on students' comprehension ability in response text material at SMP Negeri 4 Gunungsitoli Idanoi. This learning model is an active and fun strategy that combines game elements with learning activities, so it is expected to increase student engagement and understanding of the material. The study used a quasi-experimental approach with a Non-Equivalent Control Group Design. The research procedure included three stages, namely (1) implementing a pre-test to measure students' initial abilities, (2) providing treatment by applying the Course Review Horay model in the experimental class and conventional learning in the control class, and (3) implementing a post-test to determine the increase in students' comprehension abilities. The study population was all seventh grade students consisting of two classes, namely VII-A and VII-B, each consisting of 20 students, so that the total number of participants was 40 people. Sampling used a saturated sampling technique because the entire population was sampled. The independent variable in the study was the application of the Course Review Horay learning model, while the dependent variable was student learning outcomes in the response text material. The results of data analysis showed a significant difference between student learning outcomes in the experimental class and the control class. Based on the hypothesis test, the t-value was 12.006, with a significance (2-tailed) <0.001, which is smaller than 0.05. 

This research is motivated by the lack of interesting learning media that can motivate and facilitate students in understanding fashion design material. The purpose of this research is to develop Pop-Up Book Fashion media as an innovative and interactive learning tool and to determine the feasibility of Pop-Up Book Fashion media on the material of custom skirts. The research method used is development research with a 4D model with stages consisting of 4 main stages, namely: (1) Define (Definition) (2) Design (Planning); (3) Develop (Development); (4) Disseminate (Dissemination). Assessment of product feasibility results is carried out by validation to 1 validator, namely a media expert. There is 1 more validator, namely the validator of the student response questionnaire instrument. Based on the value of the validator regarding the results of the product feasibility, the average score from the media expert is 91% (very feasible). Trials on 18 class X students of SMK Negeri 6 Surabaya showed an interest level of 91.11% (very interesting). So it can be concluded that the Pop up book Fashion media is proven to be effective and interesting to use as a learning medium. This media is recommended as an innovative alternative to improve student learning outcomes, particularly in fashion design. In addition to enhancing students' understanding of fashion design materials, the use of Pop-Up Book Fashion media also provides a stronger visual and kinesthetic learning experience. Through direct interaction with media that can be touched and moved, students can imagine the final form of clothing more realistically, especially for the custom skirt material that requires visualization of models and construction. This media not only helps with cognitive aspects but also facilitates students' emotional engagement in the learning process. This is in line with the thematic learning approach that emphasizes the importance of multisensory engagement in increasing retention and learning interest.

This study investigated the implementation and effectiveness of Task-Based Language Teaching (TBLT) in enhancing the English reading skills of tenth-grade students at an Indonesian senior high school. The research was motivated by the persistent gap left by traditional language teaching methods, which frequently emphasize grammatical accuracy and vocabulary memorization while often neglecting the development of practical reading abilities. To address this issue, the study systematically examined the application of TBLT through three structured phases: pre-reading, main reading, and post-reading tasks. Each phase was designed to promote active learning, critical thinking, and student engagement in the reading process. The methodology involved classroom observations, task-based instructional activities, and an analysis of student exam scores as the primary indicators of progress. During the pre-reading phase, students were encouraged to activate prior knowledge and predict content, which helped build contextual understanding. In the main reading phase, tasks focused on developing essential reading strategies such as skimming for general ideas and scanning for specific information. 

In the era of globalization, the rapid development of information technology has brought significant changes in the way people access and convey information. The presence of the Internet and social media has proven that global networks enable interaction and information exchange to occur in real time without geographical boundaries. One phenomenon arising from this development is social media, which has become a virtual space for individuals and companies to communicate directly, personally, and interactively. One of the most popular social media platforms today is Instagram, a platform that is now widely utilized by businesses, including those in the culinary industry, to build a strong brand image amid intense competition. This study focuses on the Instagram account @tastea.ig, which makes use of visual content, interactive features, and the comment section to maintain emotional connections and consumer trust. The purpose of this research is to analyze the interaction strategies of the @tastea.ig account in maintaining a positive brand image in the eyes of its followers. Instagram’s visual-centric nature allows businesses to showcase their products in an aesthetically appealing manner, drawing attention from potential customers. The strategic use of high-quality images, videos, and stories not only highlights the brand’s offerings but also creates a lifestyle around the product. @tastea.ig effectively uses these features to build an engaging presence, showing its products in an appealing and relatable context. In addition to visuals, Instagram’s interactive features such as polls, quizzes, and direct messaging foster a sense of community and direct engagement with followers. By involving followers in decision-making or seeking their opinions, @tastea.ig strengthens its relationship with its audience, making them feel valued and heard.

This study investigates the genealogy of multisectoral social conflict and cultural disintegration in Bima Regency by examining the interplay of political, economic, socio-cultural, and geospatial determinants. Using a qualitative exploratory-critical method, the research employs content analysis, critical discourse analysis, and spatial conflict mapping based on secondary data from government reports, academic literature, and civil society documentation. The results reveal that social conflict in Bima is not simply driven by unequal access to political and economic resources, but also by structural exclusion, historical marginalization, and the erosion of traditional social values caused by uneven modernization and weak institutional performance. Politically, civil servant bias, the persistence of patronage networks, and minimal civic engagement weaken state legitimacy, public trust, and accountability. Economically, the unequal distribution of natural resources, selective access to government assistance, limited economic diversification, and unresolved agrarian disputes intensify socio-economic inequalities and rural discontent. From a geospatial perspective, the contestation over land, identity, ecological zones, and environmental resources reflects the failure of inclusive and participatory spatial development planning. The study emphasizes that the conflict is systemic, complex, and institutionalized, calling for integrated cross-sectoral policies, inclusive political reforms, and spatially participatory strategies. It advocates for institutional reform, the revitalization of local wisdom and social capital, and the reconstruction of a shared cultural identity to restore long-term social cohesion and resilience. In the context of post-decentralization Indonesia, addressing such deep-rooted, chronic conflicts requires not only strategic policy reorientation but also the empowerment of local communities to play meaningful and active roles in planning, governance, and sustainable development processes. Sustainable peace in Bima hinges on a genuine commitment to social justice, inclusive governance, ecological balance, and the preservation of cultural diversity.

This research aims to develop an electronic student worksheet (E-LKPD) based on Liveworksheet, integrated with Quizwhizzer, for teaching economic activities in elementary school. The background of this study stems from the limited variation in learning activities and the underutilization of digital technology in the learning process at schools. To address these problems, the study seeks to produce innovative, interactive, and easily accessible learning media that can support student engagement and improve learning outcomes. The development process follows the ADDIE model, consisting of five stages: Analyze, Design, Development, Implementation, and Evaluation. In the analysis stage, the needs of students and teachers were identified. The design and development stages involved creating E-LKPD content integrated with Liveworksheet and interactive quizzes using Quizwhizzer. The implementation was carried out through classroom trials, followed by evaluation to assess the effectiveness and feasibility of the product. Data collection was conducted through expert validation (media, material, and language experts) and questionnaire responses from both teachers and students. The validation results indicated that the E-LKPD developed is of excellent quality, with a score of 90% from media experts, 98% from material experts, and 96% from linguists. The student trial also produced highly positive results, with a feasibility score of 83%, reflecting strong student enthusiasm and acceptance of the media. Teachers also responded positively to the practicality and clarity of the content. Based on these results, it can be concluded that the Liveworksheet-based E-LKPD integrated with Quizwhizzer is highly feasible and effective for use in teaching economic activities at SD Negeri 7 Kampungdalem. This learning media is expected to increase students' interest, motivation, and active participation, while also optimizing the role of technology in supporting a more engaging and meaningful learning experience in the classroom.

The shift towards flexible working arrangements (FWA), especially in the context of remote work or work-from-home (WFH) settings, has prompted organizations to rethink how flexibility impacts employee performance. While FWA offers potential benefits such as improved work-life balance and autonomy, it can also create challenges related to time management, coordination, and communication—particularly in the absence of adequate support from supervisors. This study addresses the problem of whether work flexibility alone is sufficient to enhance employee performance, or if perceived supervisor support (PSS) serves as a mediating factor in this relationship. The objective of this research is to investigate the role of PSS as a mediator between FWA and employee performance. A quantitative research method was employed, with data collected via structured questionnaires distributed to 35 employees working under flexible arrangements. The collected data were then analyzed using statistical techniques to assess both direct and indirect relationships among the variables. The findings indicate that while FWA does not directly improve employee performance, it significantly enhances employees’ perception of supervisor support. Furthermore, PSS was found to have a strong positive influence on performance outcomes. These results suggest that flexibility in work arrangements must be complemented by consistent and active supervisory engagement to yield positive effects on employee performance. In conclusion, the study emphasizes that PSS plays a critical mediating role in the FWA–performance link. Organizations seeking to implement or optimize flexible work policies should prioritize supervisor training and engagement strategies to ensure that flexibility translates into measurable performance improvements. Future research may explore these dynamics in larger populations and across different industries.

This study aims to evaluate the effectiveness of the Nutritious Meal Program as a public service policy in enhancing the academic achievement of elementary school students in Wonopringgo District. The research adopts a descriptive qualitative approach, with data collected through in-depth interviews, participant observation, and documentation across 19 educational institutions participating in the program. Findings reveal that the program has a significant positive impact on students’ nutritional status, learning motivation, and overall academic performance. Improvements were observed in student concentration, attendance, and classroom participation, indicating a direct link between adequate nutrition and cognitive development. Despite these positive outcomes, several challenges were identified. Issues such as delayed meal distribution, inconsistency in the quality and variety of menus, and limited coordination among stakeholders hinder the program’s optimal implementation. Furthermore, the engagement of parents and community members, while beneficial, was found to be uneven across schools, highlighting the need for stronger collaboration mechanisms. The study identifies three key factors that determine the success of the program: the quality of services provided, the managerial capacity of schools to coordinate and monitor implementation, and active participation from both parents and school committees. To address existing barriers, the research recommends enhancing cross-sectoral collaboration among government agencies, improving managerial competence at the school level, and establishing participatory evaluation systems. These measures would ensure program sustainability, responsiveness to local needs, and greater accountability. Overall, the Nutritious Meal Program demonstrates the potential of inclusive and collaborative public service policies in fostering both student well-being and academic achievement. It reflects a practical example of how government-community partnerships can contribute to creating a healthy, equitable, and sustainable educational ecosystem.

This study aims to examine the application of the Project Based Learning (PjBL) model assisted by animated videos in improving problem-solving skills in Natural and Social Sciences (IPAS) subjects. The study used a quasi-experimental approach with a one-group pretest and posttest design. The subjects were 30 fifth-grade elementary school students selected as samples. The research instruments included a problem-solving ability test and an observation sheet for the implementation of learning. The results showed a significant increase in students' problem-solving skills after being treated through the PjBL model assisted by animated videos. The average posttest score was higher than the pretest, so it can be concluded that this learning strategy is effective in improving student learning outcomes. The use of animated videos helped students to visualize abstract concepts and engage more actively in the learning process. In addition, the results of observations of the implementation of learning showed that students became more active, enthusiastic, and able to work together in groups to complete the project. Student activity increased gradually, starting from the project planning stage, information collection, to the presentation of results. The teacher acted as a facilitator who provided direction and guidance, while students were directly involved in each process. This indicates that the integration of technology-based media supports collaborative and student-centered learning. Therefore, the implementation of the Project-Based Learning model with animated videos is not only effective in improving problem-solving skills but also fosters overall student engagement in science learning. Therefore, this learning model can be recommended as an innovative strategy to enhance problem-solving skills in primary education.

This study aims to analyse the impact of e-report card implementation within the framework of digital transformation in educational services on parental satisfaction and involvement at the elementary school level. Employing a narrative literature review, the research synthesised 47 articles published between 2019 and 2025, retrieved from international and national academic databases such as Google Scholar, DOAJ, CORE, the Garuda Portal, and institutional repositories. Thematic analysis generated five core findings. First, e-report cards are identified as a determinant of parental satisfaction, showing a strong positive correlation with improved parental trust and transparency in assessment processes. Second, digital transformation functions as a catalyst that enhances parental engagement, with evidence of up to a threefold increase in participation. Third, the quality of systems and clarity of information play mediating roles, ensuring that digital tools contribute effectively to parental outcomes. Fourth, challenges related to the digital divide and levels of digital literacy moderate the effectiveness of implementation, often influencing disparities in outcomes across different socioeconomic contexts. Finally, the process of adaptation follows a gradual four-stage evolutionary model, highlighting how parents integrate digital platforms over time. Overall, the study confirms a significant positive relationship between e-report card implementation and parental satisfaction and involvement, while also recognising the influence of contextual factors such as infrastructure readiness and socioeconomic diversity. The findings contribute theoretically through the development of the Digital Parental Engagement Model and offer practical insights for formulating educational digitalisation policies that are responsive to district-level stakeholder needs.

This study examines the influence of product quality, service quality, and word of mouth on purchase decisions at DNA Spot Café Surakarta, based on 100 randomly selected respondents. Multiple linear regression analysis shows that service quality and word of mouth have a positive and significant effect, while product quality is not significant. The coefficient of determination of 61.3% indicates that the independent variables explain most of the variation in purchase decisions, contributing to marketing management research in the café industry. The results highlight the crucial role of service quality in shaping customer perceptions and driving decision-making in the café industry. High-quality service fosters positive customer experiences, which, in turn, encourage repeat visits and enhance loyalty. Additionally, the significant influence of word of mouth underscores the importance of social interactions and customer recommendations in the decision-making process, especially in a service-based business like a café, where personal experiences are often shared and valued among peer groups. Conversely, the insignificance of product quality suggests that while product standards are important, they may not be the primary driver of purchase decisions at DNA Spot Café. This indicates that customers may prioritize the overall experience, atmosphere, and peer recommendations over product differentiation when choosing where to dine or spend leisure time. These findings contribute to the body of marketing management research, particularly in the context of the café industry, by emphasizing the strategic importance of service excellence and customer engagement strategies to enhance brand reputation and influence consumer behavior. Future research could explore additional factors such as pricing, promotional strategies, and customer loyalty programs to provide a more comprehensive understanding of purchase decision dynamics.

Animation has transcended its traditional association with children’s entertainment and emerged as a dynamic global medium that resonates with audiences across age groups. Beyond its role as a form of visual amusement, animation demonstrates significant potential in conveying meaningful narratives and creating emotional engagement through carefully crafted aesthetic experiences. A central element in the animation process is character design, where the combination of shape, color, and expression not only determines visual appeal but also functions as a medium for reflecting personality and emotional depth. This study aims to investigate the relationship between personal interests and personality traits in shaping visual preferences toward animation illustrations among children and adults. Through a literature review, the research highlights how individual interests—deeply influenced by developmental needs, social environment, and past experiences—play a crucial role in guiding aesthetic choices. Findings suggest that children are typically drawn to characters with simplified forms, bright and saturated colors, and exaggerated expressions that facilitate recognition, comprehension, and emotional connection. Conversely, adults tend to prefer more complex designs, incorporating nuanced emotional cues, realistic proportions, and layered symbolism that align with mature cognitive and emotional processing. The comparison underscores the importance of audience segmentation in animation design, particularly in creating characters that are not only visually engaging but also resonate with psychological and emotional expectations. By recognizing and addressing the distinct preferences of different age groups, animators and illustrators can develop content that is more contextually relevant, immersive, and capable of fostering long-term audience attachment. Ultimately, this study emphasizes that effective animation character design extends beyond technical artistry; it requires a deep understanding of human psychology, cultural influences, and the evolving nature of visual engagement across the lifespan.

This study aims to analyze the role of digital communication between parents and schools in improving the effectiveness of student attendance administration and scholarship management at SMA XYZ, and to identify factors influencing its implementation within a sustainable educational ecosystem. The research employed a narrative literature review approach with a comprehensive literature analysis from major academic databases, including Google Scholar and ProQuest Education Database, covering publications from 2010 to 2024. Data were collected through systematic searches using keyword combinations of digital communication, parent-school communication, educational technology, student attendance, scholarship administration, and family engagement, followed by thematic analysis to identify patterns and research gaps. Digital communication demonstrated high intensity (4.2/5 score) with WhatsApp as the dominant platform (65%). While 70% of parents increased their academic involvement, only 45% provided appropriate emotional support. Significant barriers included digital divide (30% infrastructure constraints), digital literacy gaps (25%), and boundary management issues (40% of teachers contacted outside working hours). Digital communication improved administrative transparency and real-time monitoring, though communication patterns remained predominantly unidirectional, with only 35% of parents providing active feedback. The study contributes to Digital Education Communication Theory by identifying paradoxes in digital parental engagement and confirming Digital Divide Theory in educational contexts. Findings expand Family Engagement Theory by revealing how real-time information access can create surveillance parenting behaviors that may be counterproductive to student well-being. Results indicate an urgent need for comprehensive digital communication policies, parent digital literacy programs, and infrastructure support to create an equitable and sustainable digital educational ecosystem that balances accessibility with professional boundaries.

The digital competency gap between vocational school graduates and the rapidly evolving demands of modern industry has become a pressing issue in today’s workforce. One of the main challenges lies in the limited digital literacy and insufficient practical skills of students, particularly in applying Artificial Intelligence (AI) tools to support productivity and creativity. This situation hinders the readiness of graduates to compete in an AI-driven labor market, where innovation and technological adaptability are essential. To address this challenge, a training program was designed for vocational high school students at Darma Siswa Sidoarjo with the primary objective of enhancing both their conceptual understanding and practical competencies in the utilization of AI technologies. The program adopted the Participatory Action Research (PAR) method, emphasizing collaboration and active engagement between trainers and students. It was conducted through a series of interactive workshops that combined theoretical introductions with hands-on practice. Students were guided to explore AI-based platforms such as Ideogram for visual creativity, PixVerse for multimedia production, and Suno for AI-generated music. To evaluate the effectiveness of the program, pre-test and post-test instruments were used, focusing on the dimensions of knowledge, technical skills, and student confidence in using AI tools. The findings revealed that students initially demonstrated minimal awareness and limited practical ability in AI applications, as reflected in the pre-test results. However, post-test data showed a significant improvement not only in their technical proficiency but also in their enthusiasm to further explore AI technologies. Moreover, students gained increased confidence in producing creative outputs, transforming their role from passive consumers of digital tools into active and competent content creators. In conclusion, this participatory and practice-oriented training model effectively bridges the digital competency gap, enhances students’ job readiness, and fosters an innovative mindset.

The rapid advancement of digital technology has spurred the growth of online shopping through e-commerce platforms. Among the factors suspected to influence the increasing purchase intention, especially among university students, are social media engagement and brand awareness. Students, as part of the digital native generation, are primary targets for e-commerce marketing through social media. However, the degree to which these factors affect students’ purchasing interest remains underexplored. This study aims to examine the influence of social media and brand awareness on students’ purchase intention in e-commerce products. A quantitative approach was employed using Partial Least Squares (PLS) analysis to assess the relationships between variables. The findings reveal that social media exerts a positive and significant effect on purchase intention, with an original sample value of 0.114, a p-value of 0.003, and a t-statistic of 2.944. Brand awareness demonstrates an even stronger impact, with an original sample value of 0.879, a p-value of 0.000, and a t-statistic of 25.567. These results confirm both hypotheses, indicating that more intensive and engaging social media activities by e-commerce platforms, coupled with higher brand awareness among students, significantly enhance their purchase intention in offered products. This study highlights the strategic importance of social media marketing and brand-building efforts in stimulating consumer interest within the student demographic. This study not only contributes to the theoretical understanding of consumer behavior in the digital age but also offers practical insights for e-commerce marketers targeting university students. The implications suggest that personalized and interactive content on social media can further strengthen engagement and brand recall. Future research could explore moderating variables such as trust, product type, or cultural background to deepen the analysis of purchase intention drivers.

This study examines the influence of club image, sponsor factors, and fan loyalty on the purchase intention of official merchandise among Bali United supporters. The focus of the research is to understand how these three factors contribute to driving merchandise sales in sports marketing, with the aim of providing insights that can improve the club's revenue strategies. By adopting a quantitative approach, primary data were collected from 87 respondents who are active supporters of Bali United, using an online questionnaire. The data were analyzed using multiple linear regression to evaluate the significance and direction of the relationships between the variables. The results reveal that each of the factors, sponsor factors and fan loyalty has a positive and significant effect, meanwhile club image has no significant effect on the intention to purchase official merchandise. This indicates that a stronger perception of the relevant and reputable sponsorships, and higher levels of fan commitment all contribute to an increased likelihood of supporters purchasing merchandise. The findings highlight the synergistic role of branding, partnerships, and community engagement in influencing consumer behavior within the sports fandom context. A positive impact from sponsor factors, such as the alignment of brands with the club's values, enhance the overall appeal of the merchandise. Moreover, fan loyalty acts as a significant driver, as loyal fans are more likely to invest in merchandise as a way to support their club. This study concludes that while Bali United’s club image does not significantly influence fans’ intention to buy merchandise, sponsor factors and fan loyalty have a positive and significant effect on purchase intention; therefore, strengthening fan loyalty and effectively managing sponsorship partnerships are key drivers in maximizing merchandise sales potential, while club image plays an indirect role.

This study aims to analyze the Public Relations (PR) strategy of Gen FM in building and maintaining relationships with stakeholders through its official Instagram account, @gen987fm. The background of this research lies in the paradigm shift of PR communication patterns from conventional to digital platforms, alongside the growing importance of establishing long-term, strategic relationships in the era of media convergence. The study adopts Ledingham and Bruning’s Relationship Management (RM) theory as its analytical framework, which consists of five key dimensions: trust, commitment, openness, relationship satisfaction, and mutual interest. Employing a descriptive qualitative approach, data were collected through in-depth interviews with Gen FM’s PR team, the Head of Digital Content, selected audience members, and business partners. These interviews were further supported by observation and documentation of content published on Instagram. The findings reveal that Gen FM effectively applies the five dimensions of relationship management theory in its PR practices through digital media. Trust is fostered by presenting credible and relevant content; commitment is demonstrated by maintaining consistent interactions with audiences; openness is shown by accommodating feedback and criticism; satisfaction is achieved through personal and engaging approaches; and mutual interest is realized through promotional collaborations that benefit both the radio station and its partners. Nevertheless, stakeholders also expressed expectations for Gen FM to further enhance its Instagram presence by being more active, responsive, and innovative in order to strengthen engagement and adapt to the dynamic needs of digital audiences. In conclusion, this study emphasizes that Instagram functions as an effective medium for Gen FM to implement strategic and adaptive PR relationship management. The platform not only facilitates two-way communication but also strengthens brand positioning by fostering sustainable stakeholder relationships in a rapidly evolving digital landscape.