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This study discusses the implementation of the commemoration of the Prophet Muhammad’s birthday (Maulid Nabi Muhammad SAW) in Pematang Guntung Village as an effort to strengthen religious values and foster togetherness within the community. The commemoration of the Prophet’s birthday is a long-standing Islamic tradition carried out as a form of respect and love for the Prophet Muhammad SAW. The objectives of this study are to celebrate the Islamic holy day of Maulid Nabi, cultivate the love of the people for the Prophet, develop the potential of the younger generation in the field of religion, and strengthen Islamic brotherhood (ukhuwah islamiyah) among villagers. The research employed a descriptive qualitative method with data collection techniques including observation, interviews, and documentation. The collected data were analyzed in depth to describe how the Maulid event was conducted and its impact on the community. The findings revealed that the commemoration of the Prophet’s birthday brought significant positive effects. In addition to increasing understanding and practice of Islamic teachings, this activity also strengthened social bonds, encouraged youth participation, and raised collective awareness of the importance of preserving religious traditions. Furthermore, the event served as an effective medium to foster ukhuwah islamiyah, a spirit of togetherness, cooperation, and tolerance among community members. The Maulid tradition also functioned as an informal educational medium that instilled noble values, promoted the Prophet’s exemplary character, and reinforced moral development. Thus, the commemoration of the Prophet Muhammad’s birthday in Pematang Guntung Village was not only a religious tradition but also an instrument of education, character building, and social cohesion that reinforced unity and harmony within the community.  

Traditional markets play a central role in the local economic system and the social life of communities, particularly in Medan City. However, the dynamics of urbanization, competition from modern retail, and changes in consumer behavior have posed significant challenges to their sustainability. This study aims to analyze the relationship between the strategic location of traditional markets and their economic performance using a mixed-methods approach and spatial analysis. The research focuses on six traditional markets in Medan City: Petisah Market, Sukaramai Market, Beruang Market, Ikan Lama Market, Sei Sikambing Market, and Pringgan Market. Quantitative data were collected through questionnaires using a Likert scale and analyzed descriptively and correlationally, while qualitative data were gathered through field observations and in-depth interviews to interpret the socio-spatial context of each market. The key variables include accessibility, commodity diversity, and environmental comfort, which are linked to economic performance indicators such as visitor numbers, buyer loyalty, and sales stability. The results show that Petisah, Pringgan, and Ikan Lama Markets scored highest in these variables and demonstrated better economic performance. Correlation analysis identified commodity diversity as the most influential factor on economic performance, followed by environmental quality and accessibility. To strengthen the analysis, a SWOT model was also applied to identify the strengths, weaknesses, opportunities, and threats faced by traditional markets. This analysis reveals that the primary strengths of the markets lie in their location and social interaction, while the main challenges stem from a lack of modern management and pressure from digital markets. This study recommends development strategies based on local advantages, infrastructure modernization, market information digitalization, and cultural promotion as steps to sustainably enhance the competitiveness of traditional markets amid urban spatial changes.

This study aims to analyze the influence of using non-digital or “traditional” learning media on the learning concentration of Grade X students in Islamic Religious Education (PAI). The background of this research is based on the phenomenon of increasing student distractions caused by the use of gadgets and digital media, which often reduce focus during the learning process. Therefore, alternative learning strategies are needed by utilizing simple media that emphasize direct interaction between teachers and students. The research method used is quantitative with a survey approach through questionnaires distributed to Grade X students as respondents. The study population consists of all Grade X students at one senior high school, with the sample determined using Slovin’s formula to ensure representativeness. Data were analyzed using simple regression techniques to measure the extent of the influence of non-digital learning media on students’ concentration levels in PAI learning. The results of the study show a positive and significant effect, where non-digital learning media such as blackboards, flashcards, and simple teaching aids were proven to help increase focus, reduce distractions, and strengthen comprehension of religious subject matter. In addition, the use of traditional media encourages active student participation through discussions and hands-on activities, making the learning process more interactive. Thus, this study concludes that non-digital learning media remain relevant as effective alternatives, particularly in PAI learning for Grade X students, and can serve as a practical solution in addressing the challenges of the digital era, which is filled with potential distractions.

This study aims to explore the implementation of the Resource-Based Learning (RBL) model in enhancing the critical thinking skills of tenth-grade students in Islamic Religious Education (PAI) at SMA Negeri 1 Sangatta Selatan. It also examines the factors that support or hinder the use of the RBL model among these students. A qualitative approach was used, with field research as the research type. Data sources included both primary and secondary materials. Informants consisted of Islamic Religious Education teachers and tenth-grade students. Data collection methods involved observation, interviews, and document analysis, and the data were analyzed descriptively. The findings reveal that the RBL model enables students to analyze information critically, engage more actively and reflectively with the material, enhance their logical thinking, deepen understanding, and develop the ability to find and evaluate appropriate solutions. Supporting factors for the model’s success include the availability of diverse learning resources, engaging teaching methods, teacher support as facilitators, and effective group collaboration and discussion. On the other hand, limited active participation from some students was identified as a barrier. Overall, the application of the RBL model significantly improved students’ critical thinking skills compared to traditional teaching methods. This was evidenced by an increase in the average critical thinking test scores in the experimental group. Therefore, the RBL model proves to be an effective alternative strategy for enhancing both the quality and outcomes of Islamic Religious Education at the high school level. Moreover, students showed greater engagement, improved collaboration skills, and increased independence in accessing and utilizing learning materials. These results highlight the effectiveness of the RBL model in fostering critical thinking and meaningful learning experiences in PAI subjects.

This research presents a phenomenological inquiry aimed at deconstructing the conventional marketing paradigm and offering a deeper understanding of alternative practices. It specifically explores the anti-marketing strategy grounded in Islamic values as implemented at Warung Jendil Mbah Yamah, a traditional micro, small, and medium enterprise (MSME) located in Blitar, East Java. Employing a qualitative approach combined with a phenomenological method, the study gathered rich and nuanced data through several techniques, including in-depth interviews with nine carefully selected informants, participatory observation over an extended period, and systematic documentation studies. The thematic data analysis conducted by the researchers revealed that the warung’s anti-marketing strategy rests firmly on three interconnected pillars: (1) a strong reliance on organic word-of-mouth  communication rather than paid advertising, (2) the deliberate creation of an authentic, personal, and inclusive customer experience that builds emotional bonds with visitors, and (3) the consistent integration of Islamic ethical values into every aspect of business operations. These findings provide a meaningful theoretical contribution by synthesizing the concepts of anti-marketing and Islamic entrepreneurship into a new model of “authentic marketing,” where ethical and spiritual values serve as the strategic foundation for long-term sustainability. In practical terms, the results offer guidance for the broader development of MSMEs in Indonesia, showing that authenticity, ethical commitment, and adherence to core values can represent a stronger and more sustainable competitive advantage than conventional promotional strategies.

This thesis is titled “The Role of the ‘Katuas Adat’ (Traditional Elders) in Resolving Social Conflicts in Motaulun Village (A Study on Dispute Resolution in Motaulun Village, West Malaka Sub-District, Malaka Regency).” The research problem examined is: How is the role of the ‘Katuas Adat’ (Traditional Elders) in resolving disputes in Motaulun Village, West Malaka Sub-District, Malaka Regency? The objective of this study is to describe and analyze the extent to which the ‘Katuas Adat’ (Traditional Elders) play a role in resolving conflicts occurring in Motaulun Village. This research uses the theory of role by Horoepoetri, Arimbi, and Santoso, which includes five dimensions: the dispute resolution dimension, communication dimension, policy dimension, strategy dimension, and therapy dimension. The study employs a qualitative approach with a descriptive research type. Data collection techniques include observation and interviews. The subjects in this research consist of the ‘Katuas Adat’ (Traditional Elders), the village head, community leaders, women leaders, Bhabinkamtibmas (community police), and residents of Motaulun Village.The methods used are interviews and documentation. Based on the results of this research, it can be concluded that the ‘Katuas Adat’ (Traditional Elders) play several roles in conflict resolution. First, in the dispute resolution dimension.

Pacu Jalur is a traditional longboat race of the Malay community in Kuantan Singingi, Riau, which has served as a symbol of local cultural identity since the 17th century. In the last three years, this tradition has gone viral on TikTok, reaching millions of international viewers through hashtags such as #pacujalur and #indonesianboatracing. This study aims to analyze the role of Pacu Jalur’s virality as an instrument of Indonesia’s cultural diplomacy in the digital era. The method used is literature study with a thematic analysis approach, combining theories of soft power, digital cultural diplomacy, and cultural identity. The results show that Pacu Jalur’s virality expands cultural exposure to global audiences and strengthens local identity, while simultaneously highlighting the collective values of solidarity, teamwork, and aesthetic traditions embedded in the longboat race. At the same time, this phenomenon raises potential risks of cultural distortion due to commercialization, over-simplification of meaning, and the dominance of digital content logic that prioritizes visual appeal and entertainment value over historical and spiritual dimensions. These findings underscore the dual nature of viral cultural content: as both an opportunity for cultural diplomacy and a challenge for authenticity preservation. Therefore, this research highlights the importance of digital literacy, strategic collaboration between cultural stakeholders, and adaptive policy frameworks to ensure that the viral presence of Pacu Jalur on global digital platforms reflects authentic cultural values and serves as a sustainable instrument of Indonesia’s soft power in the contemporary international arena.

The Household Food Industry (IRTP) of pempek in 7 Ulu Subdistrict, Palembang City plays an important role in providing traditional food and supporting the local economy, yet hygiene and sanitation conditions remain a concern due to the risk of foodborne diseases. This study aimed to describe the hygiene and sanitation conditions of pempek processing facilities in IRTPs in 2025. A descriptive cross-sectional design was applied involving 52 food handlers from 19 IRTPs selected through total sampling, with data obtained through observation and interviews using checklists and questionnaires. The majority of food handlers were aged 25–42 years (73%), female (94.2%), and had elementary to junior high school education (67.3%), with most having ≤10 years of work experience (86.5%). All equipment hygiene conditions failed to meet the requirements (100%). Food handlers’ hygiene knowledge was mostly moderate (55.8%), while hygiene principles were fulfilled in 84.2% of IRTPs. In terms of sanitation, only 52.6% of buildings met the standards and 42.1% of sanitation facilities were adequate. In conclusion, hygiene and sanitation conditions in pempek IRTPs in 7 Ulu Subdistrict remain varied, with several key indicators unmet, thus requiring continuous supervision, education, and coaching to improve compliance with health standards.

Capture fisheries are an important economic sector in the coastal area of ​​Depok Beach, Yogyakarta Special Region. Fishing activities in this area use various fishing gear, one of which is the bottom gill net. However, the use of this fishing gear can have negative impacts on the aquatic environment and marine ecosystem, such as the decline in the population of white pomfret and ribbonhead fish, which are the main catch. This study aims to analyze the level of environmental friendliness of the use of bottom gill nets in Depok Beach using a descriptive quantitative approach. The methods used in this study include direct surveys of fishermen, observation of fishing operations, and analysis of catch results. Data were collected through a questionnaire containing 9 indicators compiled by the FAO, which cover aspects of gear selectivity, impact on aquatic habitats, fisherman safety, catch quality, and social acceptance of the fishing gear. The results showed that bottom gill nets had the lowest level of selectivity with a score of 1.13, indicating that this tool is less selective in selecting the types of fish caught. However, the indicator regarding consumer safety received the highest score of 4.00. Overall, the test results show that the use of bottom gill nets at Depok Beach has an environmental friendliness score of 27.06, which indicates that this fishing gear is classified as environmentally friendly even though it needs improvement in terms of selectivity.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

The purpose of this article is to explain the values ​​of Islamic religious education contained in the Ari Ana Mahun tradition in the people of Negeri Kilkoda, Gorom Island District, East Seram Regency. A unique tradition called Ari Ana Mahun or children's maulid is found in Negeri Kilkoda, Gorom Islands, East Seram Regency. Different from the usual commemoration of the Prophet Muhammad's birthday, this tradition is carried out 15 days before the month of Ramadan as a form of respect for children or family members who have died. The community believes that prayers and prepared food will make the spirits happy, as well as being a medium for maintaining Islamic cultural heritage. This tradition is carried out once a year and is passed down from generation to generation. In addition to being a form of respect, Ari Ana Mahun is a means of education for the community to preserve Islamic traditions and strengthen religious values. These values ​​are instilled from generation to generation so that the community maintains their cultural and spiritual identity. This paper aims to describe the values ​​of Islamic education contained in it. The research uses a descriptive qualitative method with data collection techniques through observation, interviews, and documentation. Data analysis was conducted through the stages of collection, reduction, presentation, and drawing conclusions. The results indicate that this tradition involves determining the date, preparing traditional food, visiting graves, decorating the containers, reciting prayers together, giving alms to children, and planting a raung (a symbol of Islam) at the graves. The Islamic educational values ​​contained include monotheism, worship, morals, silaturahmi (silaturahmi), instilling religious values ​​from an early age, and preserving Islamic culture.

Film and television play a central role in shaping and representing the cultural identity of society. Through artistic expertise manifested by directors, screenwriters, actors, cinematographers, and producers, cultural construction is presented not only as entertainment but also as a social discourse that reflects values, traditions, and the dynamics of collective identity. This study aims to analyze how artistic expertise contributes to constructing cultural identity representation through film and television mediums in Indonesia. The research methodology used is qualitative, employing content analysis and semiotics approaches on selected Indonesian films and TV series that highlight cultural aspects, such as Losmen Bu Broto and Gadis Kretek. These works were chosen because they feature rich local culture while reflecting the role of culture in the dynamics of Indonesian society. The findings indicate that artistic expertise plays a crucial role in constructing cultural representation, both through narrative, visual elements, music, and actors' performances. The representations produced not only affirm local and national identities but also reflect the process of cultural negotiation with global influences. This study underscores that film and television serve as strategic media for cultural diplomacy and the formation of collective identity awareness in Indonesian society. Through this process, these mediums contribute to the preservation of local culture amidst global cultural flows. The research highlights the importance of film and television as tools for maintaining and constructing cultural identity, where local traditions and values are both preserved and adapted to the changing global landscape.   

Coastal areas are vital for ecosystems, social, and economic systems, yet they face challenges like erosion, land-use conversion, and weak community-based management. Serdang Bedagai Regency, located in North Sumatra, has significant ecological and socio-cultural potential, but this potential has not been sustainably managed. This study analyzes strategies for sustainable coastal land management by integrating local wisdom and village government roles. A mixed-method approach was used, including in-depth interviews, field observations, and surveys with 30 respondents from two coastal villages. The qualitative findings reveal that traditional practices, such as prohibiting mangrove cutting and communal conservation traditions, are still alive in the community. The village government plays a crucial role in strengthening institutions through village regulations (Perdes), environmental programs, and spatial monitoring. However, there is a gap between community understanding of ecological values and the implementation of regulations. Quantitative analysis using multiple linear regression shows that both local wisdom and the village government's role significantly influence sustainable coastal land management, with coefficients of 0.491 and 0.426, respectively (p < 0.05). Despite some heteroskedasticity, the model passed tests for multicollinearity and normality. These findings highlight the importance of combining traditional values with institutional support to balance coastal resource utilization and conservation. This study contributes to the development of a socio-ecological coastal governance model and offers practical recommendations for village governments, policymakers, and academics in creating participatory and sustainable coastal preservation programs.

This research was conducted at the Royal Ambarrukmo Hotel Yogyakarta using a qualitative descriptive approach supported by data collection methods in the form of interviews, observations, documentation, and guest reviews. Data analysis was carried out using the Miles & Huberman model as well as data triangulation to ensure the validity of the findings. Based on variables X (influence of local culture) and variable Y (guest satisfaction), this study aims to find out the extent to which the application of local culture can affect the level of guest satisfaction. The results of the study show that local culture is applied through various aspects, including the use of traditional ornaments in hotel interior design, services that prioritize Javanese cultural ethics, and the presentation of regional culinary specialties. This effort is not only a marketing strategy, but also creates a different and memorable experience for guests. According to the management, local culture is an identity as well as an added value that can significantly increase guest satisfaction. Guests feel like they're getting a unique experience that is not only functional, but also emotional. This emotional attachment affects guest loyalty to return, thus having a positive impact on the sustainability of the hotel business. In conclusion, local culture plays an important role as a differentiating factor that improves the quality of service and strengthens the image of Hotel Royal Ambarrukmo Yogyakarta in the midst of fierce competition in the hospitality industry. Thus, the application of local culture can be used as a sustainable strategy to create a competitive advantage.

The creation of Family Cards for couples resulting from serial marriages is an administrative policy of the government, but this policy raises legal problems. This is because serial marriages are still not officially recognized according to Law Number 1 of 1974 concerning Marriage. This policy is considered not to provide complete legal protection and has the potential to weaken the principle of legality in the Indonesian marriage legal system. This study aims to analyze the background of serial marriages, analyze the policies of the Dukcapil government in providing legal protection for serial marriages, and analyze the policy of issuing family cards for serial marriage couples. The type of research used is normative legal research using legislative, conceptual, and case study approaches. Data is collected through literature research and compiled qualitatively. The results of the study show that serial marriage occurs due to economic, religious, cultural, social, and lack of legal understanding. Many people choose it because it is considered practical, cheap, and religiously legal, even though it is not recognized by the state. Dukcapil can indeed issue Family Cards for serial couples for administrative needs, but that does not make the marriage legally valid. As a result, legal protections for wives and children remain weak, especially related to inheritance, alimony, child recognition, and civil disputes.  The Marriage Law requires registration for marriage to be legal, so the issuance of family cards for serial couples has the potential to cause multiple interpretations and conflicts of legal norms. The suggestions of this research are to improve legal education, simplify marriage registration, strengthen the role of religious/traditional leaders, and expand isbat nikah so that the family rights of serial couples are legally protected.  

The purpose of this article is to explain the values ​​of Islamic religious education contained in the Ari Ana Mahun tradition in the people of Negeri Kilkoda, Gorom Island District, East Seram Regency. A unique tradition called Ari Ana Mahun or children's maulid is found in Negeri Kilkoda, Gorom Islands, East Seram Regency. Different from the usual commemoration of the Prophet Muhammad's birthday, this tradition is carried out 15 days before the month of Ramadan as a form of respect for children or family members who have died. The community believes that prayers and prepared food will make the spirits happy, as well as being a medium for maintaining Islamic cultural heritage. This tradition is carried out once a year and is passed down from generation to generation. In addition to being a form of respect, Ari Ana Mahun is a means of education for the community to preserve Islamic traditions and strengthen religious values. These values ​​are instilled from generation to generation so that the community maintains their cultural and spiritual identity. This paper aims to describe the values ​​of Islamic education contained in it. The research uses a descriptive qualitative method with data collection techniques through observation, interviews, and documentation. Data analysis was conducted through the stages of collection, reduction, presentation, and drawing conclusions. The results indicate that this tradition involves determining the date, preparing traditional food, visiting graves, decorating the containers, reciting prayers together, giving alms to children, and planting a raung (a symbol of Islam) at the graves. The Islamic educational values ​​contained include monotheism, worship, morals, silaturahmi (silaturahmi), instilling religious values ​​from an early age, and preserving Islamic culture.

The company distinguishes itself from other retail stores through its unique approach, particularly in managing minimarkets by adhering to sharia principles in employee management. Ecommerce Reny Swalayan-ku merges traditional self-service elements with modern technology, positioning itself as a platform that facilitates the online purchase of daily necessities. The platform features user-friendly mobile applications and websites designed to streamline transactions, offering a variety of flexible payment options to enhance the shopping experience. Furthermore, goods are delivered using Reny Swalayan-ku own expedition service, with shipping costs calculated based on the distance from the customer's home to the minimarket. This research seeks to examine the impact of Service Quality, Discounts, and the Interactivity of Social Media Marketing on Shoppers’loyalty, with Online Trust serving as an intervening variable among users of Reny Swalayanku in Surabaya. An associative quantitative research methodology was employed, utilizing data gathered via questionnaires distributed to 94 respondents who are users of Reny Swalayan-ku Surabaya. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The findings of the research suggest that Service Quality, Discounts, and the Interactivity of Social Media Marketing have a significant and positive impact on Online Trust. Additionally, Online Trust was determined to exert a positive and significant effect on Shoppers’loyalty. Moreover, both Discount and Social Media Marketing Interactivity directly and positively influence Shoppers’loyalty. In contrast, Service Quality does not demonstrate a significant direct impact on Shoppers’loyalty, indicating that its function may primarily serve as a foundation for establishing trust, which subsequently affects loyalty. These results highlight the critical role of fostering consumer trust through high-quality service, appealing discount promotions, and engaging social media interactions to enhance Shoppers’loyalty within the realm of retail e-commerce.

This study aims to highlight the effectiveness of the Directed Research Method in science classes highlighting Heat Transfer and Its Benefits in Daily Life for fifth-grade students at SD Negeri 060837 Medan. Considering the use of quantitative data, this study falls into the quantitative research category. The approach used is a quasi-experimental method, characterized by changing standard conditions to specific conditions, while monitoring and regulating external factors that may affect the research results. The study design involved two classes that received different treatments. A striking difference was seen in the science learning achievement of students taught with the Directed Research Method compared to those who did not receive the intervention. This was reflected in the average post-test results reaching 75.2 for students who learned using the Directed Research Method, while the average post-test results for students taught with the traditional method were 74.2. These findings indicate that students who participated in learning through the Directed Research Method obtained higher average scores in science lessons compared to those who did not receive the treatment. This test was applied to test the hypothesis. The t-test analysis of the learning outcomes of both classes showed a t-test value that exceeded the t-table value, namely 4.46 compared to 1.669. The acceptance of Ha shows that the Directed Research Method successfully supports the teaching of Heat Transfer and Its Benefits in Daily Life to fifth-grade students at SD Negeri 060837 Medan in the 2024/2025 academic year. Therefore, it can be concluded that the Directed Research Method has a significant influence on science lessons that discuss Heat Transfer and Its Benefits in Daily Life.

This study aims to analyze the winning strategy of the candidate pair Ratu Wulla and Angga Kaka in the 2024 Regional Head Election (Pilkada) of Sumba Barat Daya Regency. The main focus of this research is how the Ratu-Angga pair gained public support, particularly after Ratu Wulla's controversial decision to resign from her seat in the House of Representatives (DPR RI) to run for Regent. This research employs a descriptive qualitative approach, with data collected through in-depth interviews, observations, and documentation.The primary theoretical framework used is Adman Nursal’s 3P political marketing strategy, which includes Push Marketing, Pull Marketing, and Pass Marketing. The findings show that Push Marketing, through face-to-face campaigns and social activities, succeeded in building emotional ties with the community. Pull Marketing effectively utilized social media to reach younger voters. Meanwhile, Pass Marketing was carried out by involving traditional leaders, religious figures, women, and youth who hold strong influence in society. These three strategies were applied synergistically and proved effective in transforming negative public perception of Ratu Wulla resignation into significant political support.The victory of the Ratu-Angga pair, with 49.03% of the valid votes, indicates the success of an inclusive, adaptive, and locally responsive political communication strategy. This research contributes significantly to the understanding of voter behavior dynamics and campaign strategies in the context of local politics in Indonesia.