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The Sea Picking Tradition is a cultural ritual of the coastal community in Jatirejo Village, Lekok District, Pasuruan Regency, which is held annually as a form of gratitude for marine products. Amidst the current of modernization, this tradition has an important meaning in preserving local wisdom and cultural heritage of coastal communities. This study aims to understand the symbolic meaning contained in the series of Sea Picking Tradition processions and examine its role as a form of local wisdom in maintaining community identity and solidarity. Cultural symbols displayed through offerings, decorated boats, traditional clothing, collective prayers, and other socio-cultural activities are seen as having deep meanings that represent the relationship between humans with nature, each other, and the Creator. The research method used is a qualitative approach with descriptive methods and symbolic interaction analysis. Data were obtained through observation, interviews, and documentation, then analyzed to uncover the hidden meanings in cultural symbols. The results show that the symbols in the Sea Picking Tradition form collective meanings that strengthen individual self-concept, social relations, and ecological awareness of coastal communities. This tradition serves as a means of strengthening social solidarity, solidifying local cultural identity, and preserving spiritual values ​​and local wisdom amidst the challenges of modernization. Thus, the Petik Laut tradition serves not only as a ritual of gratitude but also as a cultural heritage that must be preserved to maintain the social, cultural, and spiritual values ​​of coastal communities.

This research aims to determine the influence of organizational culture and career development on employee performance at PT Sinergi Aitikom, South Jakarta City, both partially and simultaneously. This study uses quantitative methods. The population is all 81 employees. Sampling uses saturated sampling techniques. The analysis methods used are validity testing, reliability testing, classical assumption testing, multiple regression analysis, correlation coefficient analysis (r), determination coefficient analysis and hypothesis testing t-test, f-test. The results show that organizational culture (t-value 7.597> t-table 1.990; sig. 0.000 <0.05), this means that organizational culture partially influences employee performance. Career development (t-value 8.932> t-table 1.990; sig. 0.000 <0.05), this means that career development partially influences employee performance. The f test shows the calculated f value (244.849 > f table 3.11; sig. 0.000 < 0.05), simultaneously organizational culture and career development influence employee performance. The coefficient of determination is 0.859, meaning that 85.9% of the influence between organizational culture and career development simultaneously on employee performance is 85.9%. While the remaining (100-85.9% = 14.1%) is influenced by other variables not studied.

Employee performance is a crucial factor in supporting a company's success, particularly in the tourism sector, which demands optimal human resource quality. Factors such as work motivation, work environment, and work discipline are believed to significantly influence employee performance. However, the extent to which these three factors contribute to improved employee performance in tourism companies still requires empirical research. This study aims to determine the partial effect of work motivation, work environment, and work discipline on employee performance at PT. Wisata Titiannusantara Pelangi. The study population comprised all 40 employees, with the sampling technique using the saturation method (sampling the entire population). Data analysis was performed using multiple linear regression processed using SPSS version 22. The results show that work motivation has a positive and significant effect on employee performance, meaning that the higher an employee's motivation, the better their performance. The work environment also proved to have a positive and significant effect on performance, indicating that a comfortable and supportive work environment can improve employee performance. Furthermore, work discipline has a positive and significant effect on employee performance, indicating that discipline in carrying out tasks contributes significantly to achieving optimal work results. Overall, this study confirms that motivation, work environment, and work discipline are important factors that must be considered by management in efforts to improve employee performance, especially in companies operating in the tourism sector.

This study aims to analyze and determine how managerial ownership, firm size, leverage, and capital structure affect financial performance in insurance companies listed on the Indonesia Stock Exchange from 2019 to 2022. The study focused on 15 companies that met the sample criteria and were deemed representative of the Indonesian insurance industry during that period. The data used in this study were sourced from officially published company financial reports. Furthermore, the data was processed using Microsoft Excel 2018 and SPSS version 25 software to ensure accurate analysis results. The analysis method used was multiple linear regression, as it is considered appropriate for testing the influence of more than one independent variable on the dependent variable. This approach allows the researchers to identify whether each independent variable has a significant effect on financial performance when tested simultaneously. The results showed consistent findings across all variables. First, managerial ownership has a positive and significant effect on financial performance. This indicates that the higher the managerial ownership, the better the alignment of interests between managers and shareholders, leading to improved financial outcomes. Second, company size also has a positive and significant effect on financial performance, meaning the larger the company, the better the performance. Furthermore, leverage has been shown to have a positive and significant effect on financial performance. This suggests that optimal use of debt can enhance company performance by providing additional resources for growth. Finally, capital structure also has a positive and significant effect on financial performance, indicating that the right combination of debt and equity can increase company value. Overall, the findings highlight the importance of financial and managerial decisions in shaping the performance of insurance companies in Indonesia during the observed period.

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.

This study was conducted to explore in depth how ethical pressure, ethical orientation, and religiosity influence earnings management practices, while also examining whether religiosity plays a role as a moderating variable in this relationship. Using a quantitative, survey-based approach, this study involved 109 respondents with professional backgrounds and experience in accounting and finance, thus deemed relevant in understanding the phenomenon of earnings management from a practitioner's perspective. The data analysis technique used was Partial Least Square Structural Equation Modeling (PLS-SEM), which is considered appropriate for examining relationships between latent variables with high complexity. The results show that ethical pressure has a positive and significant influence on earnings management practices, meaning that the greater the ethical pressure a person feels, the higher the tendency to engage in such practices. Conversely, ethical orientation shows a negative and significant influence, so that individuals with a strong ethical orientation tend to reject this manipulative practice. Religiosity is also shown to have a significant negative influence, so that the higher a person's level of religiosity, the lower their tendency to engage in earnings management. Furthermore, moderation analysis found that religiosity strengthens the influence of ethical orientation in suppressing earnings management practices, meaning that individuals who are both religious and have a high ethical orientation are more consistent in maintaining their integrity. However, the role of religiosity was not proven to be significant in moderating the relationship between ethical pressure and earnings management practices, indicating that although religiosity can shape ethical attitudes, it is not sufficient to mitigate the impact of strong external pressures. These findings imply the importance of strengthening ethical values ​​and religiosity in accounting education and practice to prevent opportunistic behavior that is detrimental to related parties.

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.

The Qur'an, as the greatest miracle revealed to the Prophet Muhammad peace be upon him, possesses a linguistic excellence unmatched by Arab writers, both during and after the revelation. The beauty of its sentence structure, rhetorical power, and the depth of meaning in each sentence make the Qur'an an authentic proof of the Prophet's prophethood. Among the prominent linguistic characteristics in the Qur'an is the use of the istifham style interrogative sentences, which in the science of balaghah is included in the branch of ma'ani. Interrogative sentences in the Qur'an are not always intended to ask for answers, but often contain rhetorical intent that strengthens arguments, raises awareness, or even touches the psychological aspects of the reader. 

Divine love is the ultimate goal of human life and occupies the highest maqam in the spiritual journey. This love begins from self-love that grows because it always remembers the Creator (Allah), then dissolves in dhikr and deep spiritual contemplation, until a person begins to let go of his attachment to the world and prefers closeness to Allah. Love for Allah is a deep mental condition, in which the beloved (human) is willing to open the veil of his ego in order to welcome the presence of the true Lover (Allah). In this context, Jalaluddin Rumi's thinking is particularly relevant, especially when viewed philosophically as to how Divine love becomes possible to grow in a person. It can also be seen as an answer to the disruptive attempts of Western thought that tend to separate spirituality and human existence. Morality is a principle that is closely related to good and bad in human behavior. Human actions are inseparable from moral judgment, whether they are right or wrong, good or bad. Humans as spiritual beings have an awareness of the meaning and purpose of life, different from other beings who, although intelligent, do not have an existential dimension and transcendent consciousness. This awareness is the basis for the emergence of moral responsibility and the search for the true meaning of life. 

The aim of this study is to develop and produce findings on an effective teaching model to build the perfect character of the congregation of the Suara Sejati Gospel Church in Medan. The research method used in this study is a qualitative method with a phenomenological approach. The data sources used in this study are a semi-structured interview guide and field notes. The data analysis technique used in this study involves several steps, namely bracketing, horizontalization, phenomenological reduction, and synthesis of essential meaning. The results of the study indicate that: The congregation and servants of God GSKI in Medan City identified several key attributes in achieving perfect character which include high moral quality, holiness, commitment to following God's will, and growth in faith through deepening the Word and fellowship; The congregation of GSKI in Medan City faces several major challenges in building perfect character according to the teachings of Matthew 5:48, such as limitations in understanding the teachings of the Bible and incomplete doctrines, worldly influences and attachment to worldly pleasures, and the lack of consistent role models from church leaders; An effective teaching model for building perfect character based on Matthew 5:48 in the context of the GSKI congregation in Medan City consists of a structured teaching approach, practical and contextual application, and role models and leadership; An effective teaching model for building perfect character based on Matthew 5:48 is a model that is transformative, andragogical, and empowering. This study produces the TAP Model (Transformation - Andragogy - Empowerment) which includes the stages of introduction, reflection, practice, as well as evaluation and mentoring. This model encourages active congregational involvement, connects the Word with real life, and forms character through a contextual and spiritual learning process.

This study aims to analyze the effect of workload and compensation on turnover intention, with job satisfaction serving as a mediating variable. The research was conducted at PT Aerofood ACS Denpasar, a company engaged in catering services, involving a total of 150 employees. The sample size was determined using a non-probability sampling technique with a quota sampling approach to ensure representativeness of the respondents. Data collection was carried out through a structured questionnaire distributed via Google Forms, consisting of 25 measurement items based on a 5-point Likert scale ranging from strongly disagree to strongly agree. This quantitative research design employed both descriptive analysis and inferential statistical testing through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0 software. The results of the analysis indicate that workload has a negative and significant influence on job satisfaction, suggesting that higher workload levels tend to reduce employees’ satisfaction with their jobs. On the other hand, compensation demonstrates a positive and significant influence on job satisfaction, indicating that adequate and fair compensation can enhance employees’ feelings of fulfillment and fairness within the organization. Furthermore, job satisfaction is found to have a negative and significant effect on turnover intention, meaning that employees who are more satisfied with their jobs are less likely to develop intentions to leave the company. The mediating test reveals that job satisfaction plays a crucial role in bridging the relationship between workload and turnover intention, as well as between compensation and turnover intention. Specifically, job satisfaction partially mediates the negative impact of workload on turnover intention and the positive impact of compensation on turnover intention. Overall, this research highlights the importance of managing workload effectively and providing fair compensation as strategic efforts to enhance job satisfaction and reduce employees’ tendency to leave the organization.

This study aims to examine the impact of work environment (X1), work motivation (X2), and job satisfaction (X3) on teacher performance (Y) at SMP Negeri 3 in South Tangerang City. The study employs a quantitative approach with a survey method, and data were collected through the distribution of questionnaires to 40 teachers. The analysis technique used is multiple linear regression with the assistance of SPSS software version 27 to test the impact of independent variables on the dependent variable. The results indicate that the work environment significantly affects teacher performance, with a regression coefficient of 0.534, meaning that the better the work environment, the higher the teacher's performance. Meanwhile, work motivation (X2) does not have a significant effect on teacher performance, with a low coefficient of 0.184, suggesting that motivation is not the main factor influencing teacher performance at SMP Negeri 3 in South Tangerang City. In contrast, job satisfaction (X3) has a positive and significant impact on teacher performance, with a coefficient of 0.559, indicating that higher job satisfaction leads to better performance. The regression equation obtained is Y = -12.759 + 0.534 X1 + 0.184 X2 + 0.559 X3, which reflects the influence of each factor on teacher performance. Based on these results, it can be concluded that the work environment and job satisfaction are important factors in improving teacher performance, while work motivation does not have a significant impact. Therefore, the school administration should focus more on improving the work environment and enhancing teacher job satisfaction to encourage better performance. This study provides recommendations for school managers to address these two factors in efforts to improve teacher performance.

This study aims to determine the effect of Customer Intimacy, Price Fairness, and Customer Bonding on Customer Loyalty at Reni Salon Tales Ngadiluwih. The selection of the research location is based on the consideration that Reni Salon is a beauty service business that has regular customers, but the level of customer loyalty cannot be measured precisely. The type of research used is quantitative research with an unknown population. The research sample amounted to 105 respondents who were determined by purposive sampling technique, namely the selection of samples based on certain criteria relevant to the research. The analysis techniques used include data quality testing, classical assumption testing, and multiple linear regression analysis with the help of Statistical Product and Service Solution (SPSS) version 25. This analysis is used to determine the influence of both partial and simultaneous between independent variables on the dependent variable. The results of the study indicate that partially, Customer Intimacy does not have a significant influence on Customer Loyalty. This indicates that personal closeness between the salon and customers is not yet a major factor in forming loyalty. Meanwhile, Price Fairness has a significant influence on Customer Loyalty, meaning that prices that are considered fair and appropriate by customers can increase their loyalty. Customer Bonding also had no significant effect on Customer Loyalty, indicating that emotional bonds or close customer relationships do not yet play a significant role. However, simultaneous test results show that all three variables—Customer Intimacy, Price Fairness, and Customer Bonding—jointly have a significant effect on Customer Loyalty. These findings suggest that price fairness plays the most critical role in enhancing customer loyalty compared to other factors. Therefore, Reni Salon management is advised to focus more on fair pricing strategies, along with efforts to strengthen closeness and bonds with customers.

This study investigates the influence of transformational leadership on teacher performance in disadvantaged regions, with a specific focus on SMP Satu Atap Werdi in Pekalongan Regency. Schools located in remote and underdeveloped areas often face structural challenges such as limited resources, inadequate infrastructure, and geographical isolation, which significantly hinder the delivery of quality education. In this context, the role of school principals becomes critical in shaping organizational culture and motivating educators to maintain high performance despite the constraints. The research employed a qualitative descriptive approach, using participant observation, in-depth interviews, and document analysis to gather rich and comprehensive data from the principal and teachers as key informants. Findings indicate that even though SMP Satu Atap Werdi operates in an area with severely limited facilities, the transformational leadership style adopted by the principal has successfully brought about meaningful improvements in school management and teacher performance. The leadership was manifested through four main dimensions: idealized influence, demonstrated by strong role modelling and exemplary behaviour; inspirational motivation, reflected in the principal’s ability to encourage teachers to remain committed and enthusiastic; intellectual stimulation, which fostered creativity, innovation, and problem-solving among teachers; and individualized consideration, shown through personal guidance and support tailored to each teacher’s needs. These practices led to visible progress in teacher discipline, professional dedication, and organizational commitment. The study underscores the importance of transformational leadership as a catalyst for positive organizational change in education, particularly under challenging circumstances. The findings align with previous literature highlighting its effectiveness in motivating subordinates and enhancing performance. From a practical standpoint, this research suggests the need for policymakers and education stakeholders to strengthen transformational leadership practices in schools across disadvantaged regions as a strategy to achieve equitable educational quality in Indonesia.

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 explore how interpersonal communication plays a role in the process of constructing self-identity within the “Jemuah Keos” community in Surabaya. This community functions as an alternative social space inhabited by individuals with diverse creative backgrounds, such as musicians, motorcycle builders, visual artists, and subculture enthusiasts. The formation of identity in this community is not solely driven by individual expression but also shaped through social interactions that are reflective and rich in meaningful symbols. The study uses a qualitative approach with a descriptive case study method. Data were collected through participatory observation, semi-structured interviews with nine informants, and documentation of various visual artifacts representing the community’s activities. The data analysis process follows the interactive model by Miles and Huberman, which consists of three main stages: data reduction, data presentation, and drawing conclusions. The theoretical framework used in this study refers to Joseph A. DeVito's concept of interpersonal communication, which includes self-disclosure, empathy, emotional support, symbolic exchange, social values, as well as reflective interaction and role negotiation in social relationships. The findings indicate that interpersonal communication is a key element in shaping and negotiating personal identity. Cultural symbols such as clothing style, vehicle modifications, visual language, and daily interaction patterns become primary means of identity expression. The "Jemuah Keos" community demonstrates openness, equality, and a critical stance against the dominance of mainstream culture. Interpersonal communication within this community also plays a role in building collective solidarity and voicing critical views on existing cultural standards. The identity formed is not only personal but also part of a larger community identity.

Base-G Beach is a tourist attraction located in North Jayapura District, Jayapura City, managed by the local community who hold customary land rights. This study aims to assess the economic impact of Base-G Beach using the multiplier effect analysis and to evaluate service quality based on the perceptions of visitors, business actors, and workers using a Likert scale. The assessment of six service aspects revealed that most were rated as very good, except for the availability of toilets and electricity, which still require attention. Regarding the economic impact, the Keynesian Income Multiplier calculation yielded a value of 0.27, indicating that the economic impact of this tourist attraction is still suboptimal. This value is below 1, meaning the tourism sector at Base-G Beach has not yet had a significant influence on the local economy. However, the Income Multiplier Ratios for Type I and Type II were 1.09 and 1.11, respectively, indicating a positive economic connection (≥1) between the tourism sector and the local economy. This suggests that there is potential for greater economic impact if the tourism sector is further developed. Nevertheless, the low Keynesian multiplier value indicates the need to strengthen the link between the tourism sector and the local economy. Therefore, it is recommended that the development of Base-G Beach tourism focus on improving infrastructure, particularly the provision of essential facilities such as toilets and electricity. Additionally, efforts should be made to expand the local economic network directly connected to the tourism sector. Improving service quality and developing infrastructure will help increase the economic impact of the tourist attraction, open new business opportunities, and provide greater benefits to the welfare of the surrounding community of Base-G Beach.

The hospitality industry is experiencing rapid digital transformation, particularly with the widespread adoption of mobile ordering platforms in food and beverage services. This study seeks to examine how the use of a mobile ordering application affects staff–guest interactions at Semawis All-Day Dining, X Hotel Semarang. Employing a qualitative case study approach, data were collected through in-depth interviews, participant observation, and documentation. The findings demonstrate that the integration of mobile ordering has significantly reshaped patterns of engagement between employees and guests, shifting from service approaches that emphasize relational warmth, friendliness, and emotional connection to those prioritizing efficiency, accuracy, and practicality. Although this system improves operational effectiveness, many employees feel that opportunities to establish deeper bonds with visitors are reduced, while senior staff frequently report experiencing technostress due to the pressure of adapting to new technologies. Consequently, the quality of personalized service and the traditional “human touch” in hospitality is gradually declining, even though efficiency levels have increased. To mitigate these challenges, hotels implement flexible strategies such as hybrid service models, combining technology-driven efficiency with face-to-face interaction to preserve the essence of hospitality. The research underscores the importance of considering relational, cultural, and psychosocial dimensions when implementing digital transformation in hotels. It concludes that successful integration of mobile ordering relies not only on operational convenience but also on strengthening technological literacy, providing continuous training, and adopting a human-centered service orientation. By balancing innovation with human values, hotels can maximize digital benefits while maintaining authentic hospitality experiences that remain memorable and meaningful for guests.

In da'wah activities, language plays a crucial role as a means of communication that can be understood by every person or target of da'wah. Clear, simple, and communicative language will facilitate da'wah practitioners in conveying religious messages to the community. Da'wah communication is not limited to the use of verbal symbols such as words, but also includes nonverbal symbols that can strengthen the meaning of the da'wah message itself. Along with the development of information technology, da'wah media has also undergone significant changes. While da'wah was previously carried out through religious study groups, mosques, and face-to-face forums, social media has now emerged as a new, effective platform for conveying da'wah messages. One widely used social media platform is Instagram. This medium has a strong visual character, prioritizing images, videos, and short texts that are easily accessible to users. This is a unique attraction for da'wah practitioners in conveying religious messages to a wider audience, especially the younger generation who actively use Instagram. Through features such as feed uploads, Instagram Stories, and live broadcasts, da'wah can be packaged in a more creative, engaging, and relevant way to meet the needs of today's mad'u. One figure who utilizes Instagram as a means of da'wah is Ismail Amin Al-Kholili. Ismail's approach emphasizes the importance of da'wah communication that is appropriate to the context of the mad'u. In terms of message interaction, his da'wah can be studied through several forms of communication, namely da'wah bil-hal, da'wah bil-lisan, and da'wah bil-khitbah. Da'wah bil-hal is seen in the actual practice of behavior and exemplary behavior displayed, da'wah bil-lisan through lectures or advice delivered in audio-visual form, while da'wah bil-khitbah is seen in the delivery of short sermons that are packaged concisely and easily understood.

The rapid growth of e-commerce platforms has significantly transformed the way consumers share and access product feedback. One of the widely used platforms in Indonesia is Shopee, where customers actively provide reviews of various products, including local skincare brands such as Kahf facial wash. Customer reviews on e-commerce platforms contain valuable information that can be analyzed to understand consumer opinions and preferences. Sentiment analysis, as a branch of natural language processing, enables the classification of textual data into categories such as positive, negative, or neutral. This study aims to classify Shopee user sentiments regarding Kahf facial wash products by implementing the Multinomial Naïve Bayes algorithm, a well-known probabilistic classifier suitable for text categorization. The research methodology consisted of several preprocessing stages, including data cleansing, case folding, tokenizing, stopword removal, and stemming, to prepare raw review texts for further analysis. For feature representation, the Term Frequency–Inverse Document Frequency (TF-IDF) method was applied to capture the importance of words across documents. To evaluate the classification performance, K-Fold cross-validation was employed with K values of 4, 5, 6, and 10 to ensure model reliability and robustness. Considering the issue of imbalanced datasets in user-generated reviews, the Synthetic Minority Over-sampling Technique (SMOTE) was utilized to balance the distribution of sentiment classes. Based on the confusion matrix, the Multinomial Naïve Bayes algorithm demonstrated effective performance in classifying sentiments, achieving satisfactory levels of accuracy, precision, and recall across different folds. These results indicate that the algorithm is capable of handling sentiment analysis tasks for local product reviews effectively. The findings of this study are expected to provide meaningful insights for businesses in understanding consumer perceptions, thereby supporting decision-making processes in product development, marketing strategies, and customer engagement for local brands.