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Ronaa Fitri Butsainah; Nur Fatimatuzzahroh; Muhammad Akmansyah; Sultan Syahrir

Jurnal Manajemen dan Pendidikan Agama Islam 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This study examines the concept of repentance (taubah) as the foundation of moral pedagogy through a thematic interpretation approach to the Hadith Qudsi and classical and contemporary Islamic scholarly literature. The study employed a qualitative method based on literature review, examining the meaning, values, and educational implications of the teachings of repentance. The results of the study indicate that repentance is not merely understood as a spiritual act of seeking forgiveness, but as a holistic educational process. This process encompasses self-awareness (ma'rifah) of mistakes, deep regret (nadam), a strong determination not to repeat them ('azm), and concrete behavioral change ('amal). From an Islamic educational perspective, the values ​​of repentance play a crucial role in fostering moral responsibility, self-reflection, the habituation of good deeds, and a commitment to continuous self-improvement. The integration of repentance values ​​into learning can be realized through a character-based curriculum, reflective methods, strengthening worship practices, and moral development. Thus, repentance becomes an essential instrument in shaping a perfect human being who is faithful, has noble character, and possesses social awareness.     Kata kunci: Taubat, Hadis Qudsi, Pedagogi Moral, Pendidikan Islam, dan karakter.

Ahmad Zulkifli Abdallah; Ahsanu Taqwim; Endah Triwisudaningsih

Nusantara Mengabdi Kepada Negeri 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This Community Service (PKM) activity aims to assist students of Madrasah Tsanawiyah Shirojut Thalibin in understanding the adolescent development period through the perspectives of Aristotle, Comenius, and Charlotte Bühler. The mentoring was motivated by the complexity of physical, emotional, social, and spiritual changes during adolescence and the low interest of students in studying the stages of human development. The activity was carried out for one week through educational, interactive, and collaborative strategies, using participatory discussion methods, theoretical explanations contextualized with the realities of adolescent life, varied learning media, role simulations, and joint evaluation and reflection. The subjects of the activity were students of MTs Sirajut Thalibin Racek Village, Tiris District, Probolinggo. The results of the mentoring showed an increase in students' understanding of the stages of adolescent development, a higher awareness of maintaining physical and mental health, and a better ability to link personal changes with developmental tasks and life goals. Teachers and the madrasah also experienced positive impacts in the form of strengthened understanding of adolescent characteristics and adjustments to a more holistic learning approach. This activity produces scientific articles, activity documentation, and student work products, while also recommending the integration of human development material in learning and guidance programs to support the moral, intellectual, social, and spiritual development of adolescents.

Stefanus Khrismasagung Trikusumaadi; Noviana Dewi

Akuntansi Pajak dan Kebijakan Ekonomi Digital 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Changes in working-hour policies can bring both positive and negative impacts to an organization. At a private university, the implementation of such a policy has generated noticeable reactions among employees, particularly administrative staff who are directly affected by daily operational regulations. This study aims to evaluate the implementation of the revised working-hour policy, specifically how it is understood, practiced, and accepted by administrative personnel. In addition, the study examines the relationship between employees’ acceptance of the policy and Barnard’s theory of acceptance of authority, which emphasizes four conditions that must be met for individuals to willingly comply with directives or regulations. The results show that violations of the working-hour policy fall into the low category at 64%, medium at 24%, and high at only 12%. These findings indicate that the majority of administrative staff still attempt to comply with the policy despite adjustments that may be perceived as burdensome. Among the four conditions supporting compliance according to Barnard, the belief that the policy does not conflict with personal goals was found to have a significant relationship with the level of violation, with a correlation coefficient of 0.304 and a significance value of 0.032. This suggests that the greater the alignment between the policy and individual goals, the lower the likelihood of violation. Future studies are needed to convert violation rates into compliance measures so that the direction of the correlation can be interpreted more accurately.

Liberty Lodjo; Sulfiani Sulfiani

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2025 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

Traditional settlements are a reflection of the way of life, cultural values, and interactions of society with the natural environment. In the context of Luluo Village, settlement patterns are not only formed by physical factors such as topography and natural resources, but are also influenced by the local wisdom of the Gorontalo people who have a value system, customs, and cosmology-based spatial planning. The objectives of this study are: 1) To describe the traditional settlement patterns of Luluo Village, Biluhu District, Gorontalo Regency; 2) To analyze the development and changes in settlement patterns in Luluo Village; 3) To identify forms of local wisdom that play a role in the formation and preservation of settlement patterns. Method: used in this study is a qualitative descriptive method. Results: This study is 1) Traditional Settlement Patterns of Luluo Village seen from the distribution pattern of houses, building orientation, distance between houses, open spaces. 2) forms of local wisdom in traditional settlements. 3) The development of settlements in Luluo Village. 4) The impact of settlement development on socio-cultural life. Conclusion: Based on the results of this study, it can be concluded that the development of traditional settlement patterns in Luluo Village is a dynamic process influenced by environmental, social, cultural, and economic factors. Local wisdom is the main foundation in the formation and development of settlements, despite facing the challenges of modernization. Traditional settlement patterns based on local wisdom have proven capable of creating a harmonious, sustainable, and socially value-oriented residential environment.

Lintang Azzikra Gantari; Maria Krisnawati; Anik Maghfiroh; Taqiya Cantika As Salma; Ega Rahmania Putri +1 more

Jurnal Riset Ilmu Pendidikan, Bahasa dan Budaya 2025 Asosiasi Periset Bahasa Sastra Indonesia

This article examines the evolution of the concept of femininity in East Asian makeup culture by tracing changes in style, function, and social meaning from traditional periods to the modern era. The study focuses on makeup practices in China, Japan, and Korea, which possess distinct cultural and historical backgrounds yet similarly demonstrate dynamic developments of femininity through visual expression. The research employs a literature review using a qualitative approach, complemented by an analysis of beauty trends emerging in each country. The findings indicate that facial makeup functions not merely as an aesthetic practice but also as a medium for representing personal identity, social status, gender roles, and prevailing cultural values within society. The transformation of makeup practices is influenced by various factors, including local traditional heritage, processes of modernization, changes in women’s roles, and globalization, which introduces new beauty standards. Nevertheless, traditional elements continue to be preserved and adapted, forming distinctive regional characteristics. Overall, this study emphasizes that the concept of femininity in East Asian makeup culture is dynamic and contextual, continually adapting to social change while remaining deeply rooted in longstanding cultural values.

Nasehudin, Nasehudin; Salsa Nabila; Fadel Ibnu Firmansyah

Jurnal Riset Ilmu Pendidikan, Bahasa dan Budaya 2025 Asosiasi Periset Bahasa Sastra Indonesia

The implementation of the Merdeka Curriculum is a national education policy aimed at enhancing the quality of learning through a more flexible, student-centered approach that emphasizes character strengthening. However, the implementation of this curriculum in Islamic schools based on pesantren (Islamic boarding schools) presents unique challenges that require in-depth study. This research aims to describe the challenges faced by teachers in implementing the Merdeka Curriculum at MANU Putra Buntet Pesantren and to examine the school's readiness in supporting its execution. This study uses a descriptive qualitative approach with data collection techniques including observation, semi-structured interviews with the Vice Principal for Curriculum Affairs, and documentation. The results indicate that the Merdeka Curriculum has been implemented in grades X and XI, but its execution is not yet fully optimal. The main challenges faced by teachers include low student engagement in learning, demands for adapting to rapid policy changes from the government and the Ministry of Religious Affairs, as well as limitations in supporting learning facilities and infrastructure. Nevertheless, the character of MANU Putra Buntet Pesantren as an Islamic school based on pesantren serves as a strength in integrating Islamic values into learning. The implications of this research highlight the need for mentoring, more intensive socialization, and improved facilities to ensure the implementation of the Merdeka Curriculum in Islamic schools can be more effective and aligned with the objectives of Islamic education.

Rosyid Nurrohman; Diva Wulan Mentari

Jurnal Strategi Bisnis Teknologi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The phenomenon of job hopping has become an important concern in the dynamics of modern employment, especially among generations X, Y, and Z. Frequent job changes in a short period are often triggered by various factors, ranging from the pursuit of job satisfaction, the need for flexibility, to the desire to gain broader experience (Arlita & Sari, 2025). The internal socialization activities conducted at PT Borneo Samarinda aim to enhance employees’ understanding of job hopping behavior and its impact on organizational stability and company productivity. These activities are carried out in the form of interactive sharing sessions involving employees across divisions. The socialization materials include the understanding of the job hopping concept, main causes in each generation, negative impacts on the company, and adaptive solutions that can be implemented by management and employees. Results show increased participant awareness regarding the risks of job hopping, particularly related to reduced loyalty, high recruitment costs, and loss of institutional knowledge. Open discussions during the sessions revealed employees’ commitment to be more reflective about their personal careers and loyalty to the company. This socialization is expected to be a preventive step that encourages strengthening the organizational culture and creating a balance between individual satisfaction and corporate sustainability.

Budiyono , Rokhmad; Fidyah Yuli Ernawati

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The transition toward Society 5.0 demands a workforce capable of integrating technological proficiency with strong human-centered soft skills. This community engagement program aims to enhance the digital mindset and soft skills of PKK women in Boja District, Kendal Regency through a structured mentoring model rooted in human-centered learning principles. Using a needs assessment, experiential training sessions, and group mentoring, the program focused on increasing participants’ abilities in digital literacy, communication, collaboration, creativity, and community-based leadership. The mentoring activities revealed significant improvements in participants’ understanding of basic digital functions, such as the use of smartphones for communication, information access, and household economic opportunities. Engagement in interactive sessions—such as role play, guided discussions, and problem-solving simulations—strengthened participants’ confidence, interpersonal communication, and teamwork skills. Furthermore, several participants demonstrated emerging leadership abilities, particularly in facilitating peer learning and supporting other members during digital practice activities. These findings align with recent literature emphasizing the effectiveness of contextual digital training and experiential adult learning in promoting behavioral change and improving community readiness for technological transformation. Overall, the program successfully enhanced the participants’ readiness to face the challenges of Society 5.0 by fostering digital mindset growth, essential soft skills development, and strengthened leadership capacity. The results indicate that human-centered mentoring can serve as a sustainable approach to empowering local communities and improving their competitiveness in the digital era.  

Tesa Br Simbolon; Adwitia Dian Savitri; Abiem It’sna Muafa; Septi Yulia Ratih

Akuntansi Pajak dan Kebijakan Ekonomi Digital 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study examines the inconsistency of merger and acquisition (M&A) impacts on financial ratio performance across sectors and evaluation methods. This literature review synthesizes ten empirical studies published between 2022 and 2025, focusing on financial indicators before and after M&A transactions. The findings show that the effect of M&A on financial performance varies widely depending on the industry context, time horizon, and analytical technique used. Studies in the technology and telecommunication sectors demonstrate significant improvements in profitability and operational efficiency, while research involving manufacturing and non-financial firms commonly reports insignificant changes in key ratios such as current ratio, total asset turnover, return on assets, and return on equity. Methodological differences also influence the reported outcomes, where long-term observations and comparative statistical testing tend to reveal a more pronounced financial impact compared to short-term assessment. These results indicate that M&A does not uniformly drive financial improvement and its success depends on post-integration strategy, sector dynamics, and measurement design. This study highlights the necessity of standardized evaluation frameworks to ensure more reliable performance interpretation in future M&A research.

Hillary Ester Hutasoit; Neneng Sri Wulan; Wina Mustikaati

Jurnal Ilmu Sosial, Bahasa dan Pendidikan 2025 Pusat Riset dan Inovasi Nasional

Fifth grade students' consistently poor reading comprehension abilities, which impeded their overall academic development and participation in language acquisition, served as the driving force for this study. Using a comic assisted problem based learning (PBL) model, the study, which involved 39 students at SDN Purwamekar, aimed to improve learning activities in order to increase teacher and student participation and, eventually, improve fifth grade students' reading comprehension skills. By using comic strips to illustrate issues, this creative method made learning more engaging and accessible for younger students. In order to enable iterative improvements, the study was conducted over two cycles using classroom action research technique. Only 25% of students (eight people) successfully completed the learning objectives in the first cycle, according to preliminary findings, while 75% (24 students) failed, suggesting difficulties with student motivation and comprehension. This led to changes like improving comic material and fostering more cooperative conversations. Significant progress was seen by the second cycle, with 30 students meeting the completion criteria and only four falling short of the objectives, indicating improved engagement and skill growth. In conclusion, the comic assisted PBL model effectively boosted reading comprehension skills among fifth grade students. The research underscores the value of integrating visual aids and problem solving in education, offering practical insights for teachers to create more dynamic classrooms. Nonetheless, factors like time constraints and resource availability warrant further exploration to ensure sustainable implementation in diverse educational settings.

Adventa Theresia Pasaribu H; Subekti, Dimas; Qibtiyah, Mariatul

Desentralisasi : Jurnal Hukum, Kebijakan Publik, dan Pemerintahan 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

This study aims to analyze the political motives of the NasDem Party in endorsing Romi Hariyanto and Sudirman in the 2024 Jambi Provincial Election form the perspective of political idealism. The research focuses on two main aspect of idealistic incentives: the party’s political vision and the candidates’track records. Using a qualitative case study approach, data were collected through in-depth interviews, documentation, and analysis of official party sources. The findings reveal that NasDem consistently implements its idealistic values through the vision “Movement for Change”, locally embodied as Restorasi Jambi. The Party’s decision to nominate Romi-Sudirman is based on the alignment between the party’s ideological principles and the candidates’ integrity and administrative experience. Romi Hariyanto demonstrates strong leadership as a two-term Regent of Tanjung Jabung Timur, while Sudirman possess notable social engagement and moral leadership. These findings suggest that NasDem integrates political idealism with electoral pragmatism as a strategy to reinforce its value-based political identity. The study concludes that idealism can function as a strategic asset in contemporary political practice.

I Gst Agung Adi Tanaya; Nyoman Dwika Ayu Amrita; Ni Putu Eka Saraswati; Ni Luh Gede Vivin Apriliani

JURNAL EKONOMI MANAJEMEN AKUNTANSI 2025 sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

The increasing public awareness of global environmental issues has encouraged the emergence of the green consumerism trend, or environmentally friendly consumption behavior, across various segments of society. This shift in consumption patterns occurs in response to growing environmental sustainability challenges and climate change, which demand consumers to be more responsible in selecting, using, and disposing of products. Consumers no longer consider only price and quality, but also the environmental impact of the products they consume. This study aims to analyze the concept of green consumers, identify the factors influencing green consumption behavior, and examine its implications for the modern business environment. The research method employed is a literature study (library research) using a qualitative descriptive approach, reviewing various sources such as scientific journals, books, research reports, and recent publications relevant to the topic of green consumerism. The results indicate that environmental awareness, sustainable lifestyle values, concern for ecological impacts, as well as social influence and digital media, are the main factors shaping green consumer behavior. Furthermore, the study finds that companies capable of adapting to the green consumption trend through eco-friendly product innovation, sustainable business practices, and the implementation of corporate social responsibility will gain a positive corporate image, increase consumer trust, and create competitive advantages in an increasingly environmentally conscious market.

Izmi Arisa Putri Lubis; Athira Demitri; Winda Sauci Br Panjaitan; Vania Amanda; Dhea Syafitri +1 more

Sevaka : Hasil Kegiatan Layanan Masyarakat 2025 STIKES Columbia Asia Medan

Iron Deficiency Anemia is a common health problem among adolescents, particularly females, and is associated with decreased concentration, fatigue, and reduced academic performance. This community service program aimed to increase students’ awareness and knowledge regarding early detection of anemia symptoms (5L) and the adoption of iron-rich dietary practices. The intervention was conducted through interactive health education sessions involving lectures, discussions, and questions and answers with 30 students of MAN Batubara. The results indicated an improvement in students’ understanding of anemia symptoms, early behavioral changes in choosing iron-rich foods, and the emergence of local student leaders who supported peer awareness. This participatory educational approach proved effective in enhancing nutritional literacy and collective awareness toward anemia prevention among adolescent

Ahmad Ridho; Amanda Fauzia Yasmin; Arya Rezky Khaidir; Elisabeth Nathania Angelica Gultom; Fadhila Pasha Rahmadina Putri +2 more

Jurnal Pengabdian Sosial 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aimed to foster financial literacy awareness and develop wise financial behavior from an early age through the “Early Saving Movement” socialization program for fifth-grade students of SDN Antasan Besar 7 Banjarmasin. The activity was conducted face-to-face using an interactive approach that included the delivery of educational materials, group discussions, question-and-answer sessions, simple simulations of money management, and the administration of pre- and post-activity questionnaires to measure changes in students’ knowledge and attitudes. The results of the analysis showed a significant increase in students’ motivation to save by 93% and an improvement in their understanding of the benefits of saving by 58%. These findings indicate that direct socialization methods accompanied by active student engagement are effective in enhancing elementary school students’ financial literacy and interest in simple and practical financial management. However, challenges were still found in controlling students’ consumptive behavior, which is influenced by the family environment and daily social interactions. Therefore, follow-up efforts are needed in the form of regular saving habit programs and the involvement of parents and teachers in supervising students’ financial behavior. Overall, this activity had a positive impact on shaping students’ discipline, responsibility, and financial independence from an early age.

Rahmat, Mamat; Rohmatin, Alfa; Ihsan Ihsan; Siti Rafilda Maldah; Andriawan Andriawan +2 more

Jurnal Pendidikan Anak Usia Dini dan Kewarganegaraan 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to describe the religious habituation strategies implemented at PAUD Adz-Dzikra in developing religious and moral values among children aged 5–6 years, as well as to analyze the behavioral changes resulting from these practices. Using a descriptive qualitative approach, the research involved 50 children and 4 teachers. Data were collected through observation, interviews, and documentation, and were analyzed using data reduction, data display, and conclusion drawing. The findings indicate that the habituation activities—such as Iqra reading practice, short surah memorization, Dhuha prayer, and the Friday Cleaning program—significantly contributed to the development of children’s religious and moral values. Children not only recognized basic religious teachings but were also able to apply them in real actions, including reading hijaiyah letters, performing simple worship, demonstrating politeness, honesty, helpfulness, and maintaining personal and environmental cleanliness. The religious habituation strategies applied at PAUD Adz-Dzikra proved effective in internalizing religious and moral values in accordance with the indicators of the Early Childhood Development Achievement Standards (STPPA) stated in the Ministry of Education and Culture Regulation No. 137 of 2014. This study confirms that consistent habituation is a fundamental approach to developing religious character in early childhood.

Ryan Agustin; Muhammad Abdil Fahriza; Rizky Fadillah; Sandy Firdaus; Sahra Wardi +2 more

Jurnal Pengabdian Sosial 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aimed to socialize time management materials to sixth-grade elementary school students in order to improve their learning skills, productivity, and sense of responsibility during their educational process. The activity was conducted at SDN Inti Sungai Miai 11, Banjarmasin, on September 19, 2025, with 34 student participants consisting of 17 boys and 17 girls from combined classes VI A and VI B. The method used was an interactive socialization approach that began with a pre-test and ended with a post-test using questionnaires to measure changes in students’ understanding and attitudes, followed by the delivery of materials, question-and-answer sessions, active discussions, and a brief practice of preparing a daily study schedule with a student representative. Quantitative results showed an increase in the average score of students’ understanding from 2.43 to 2.48, with a difference of 0.05, particularly in the indicator of ability to create a daily schedule, which increased by 0.29. In addition, qualitative results indicated an increase in students’ awareness and behavioral changes in managing their time more regularly during school activities. This activity had a positive impact on fostering students’ discipline and responsibility, and it is recommended that time management activities be integrated sustainably into school learning programs and curriculum.

Nurhasni Nurhasni; Hasnah Faizah AR

International Journal of Studies in International Education 2025 Asosiasi Riset Ilmu Pendidikan Indonesia

This This article aims to conduct an in-depth analysis of Susilo Bambang Yudhoyono’s (SBY) leadership practices during his presidency (2004–2014), highlighting how his character, leadership style, policy implementation, and responses to the nation’s various challenges influenced the direction of Indonesia’s national development. The research employs a descriptive qualitative case study method by analyzing literature sources, government documents, state policies, and relevant academic studies. The findings show that SBY’s leadership was characterized by a democratic-participatory model with a charismatic touch, guiding Indonesia through critical periods such as major natural disasters, global economic changes, and challenges in consolidating democracy. The use of soft diplomacy, political consensus, and transparent governance became hallmarks of the SBY era, accompanied by bureaucratic reform efforts, social innovation, and community involvement in policy-making. This article also discusses the major achievements of SBY’s administration, responses to criticism, and the leadership legacy as a model for future national leaders.

Ilham Mukhtar Sya’bani; Intan Pratama Mukti; Muhamad Rizky Akbar; Muhamad Bambang Yudistira; Nur Aini Farida

Jurnal Kajian Ilmu Pendidikan, Bahasa dan Komunikasi 2025 Asosiasi Periset Bahasa Sastra Indonesia

This study examines the role of Guidance and Counseling (BK) teachers in helping students face personal, social, academic, and career problems. Using qualitative descriptive methods through interviews, observations, and documentation, this study found that BK services were carried out routinely through classical guidance, group services, and individual counseling that focused on self-development, career exploration, bullying prevention, and exam readiness. The effectiveness of the service is also supported by a conducive BK environment and collaboration between subject teachers, parents, and external parties such as psychologists or related institutions. However, various obstacles are still found, such as a high ratio of counselors to students, changes in education policies that require rapid adaptation, limited support facilities, and generational differences between counselors and students that affect communication patterns. This research emphasizes the importance of improving the professionalism of BK teachers through continuous training and strengthening synergy between educators to realize effective, responsive, and oriented BK services that are oriented towards the development of students' character in a holistic and sustainable manner.

La Ode Abdullah; Ridho Muarief; Yopie Diondy Kurniawan

ARDHI : Jurnal Pengabdian Dalam Negri 2025 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

This community service program aims to enhance Islamic-based investment literacy among the young community of Madiun City. The low level of Islamic financial literacy in Indonesia, which only reached 9.14% (OJK, 2022), indicates the need for educational and practical efforts to increase youth understanding of Sharia-compliant investment principles. The program was implemented through structured Islamic investment literacy training consisting of theoretical sessions, case studies, interactive discussions, and practical simulations. A total of 24 participants, comprising students and young community members, took part in the activity. The pre-test results showed an average score of 44.25, which increased to 78.04 in the post-test, indicating a 33.79% improvement. In addition to cognitive gains, participants also demonstrated positive changes in their attitudes toward ethical and halal investing. This program effectively improved participants’ understanding, skills, and awareness of Islamic investment and contributed to strengthening Islamic financial inclusion at the local level. It is expected that the young generation will become agents of change who promote ethical, responsible, and sustainable financial practices.

Khasan Safik; Khasan Safik; Hani Hasanah; Laras Annisa Ulfitri Nedi

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

The development of digital technology has driven major changes in global marketing strategies, particularly in the luxury smartphone industry, where competition is not only based on technological features but also on brand image and exclusivity. This study aims to systematically analyse various digital marketing strategies implemented by luxury smartphone brands using a Systematic Literature Review (SLR) approach. In this study, researchers identified, evaluated, and synthesised 70 related articles, which were filtered into 15 main articles based on inclusion and exclusion criteria between 2020 and 2025. The analysis results indicate that digital marketing strategies such as influencer marketing, search engine optimisation (SEO), visual content on social media, and the use of augmented reality (AR) and virtual reality (VR) technology have proven effective in increasing brand awareness, customer loyalty, and sales conversions. However, the research also reveals the main challenges faced by companies in maintaining exclusivity and premium experiences through digital channels that are mass-market and open in nature. The study recommends that luxury smartphone brands integrate data-driven personalisation approaches and build strong, authentic brand narratives across various digital platforms to maintain their competitive position in the premium segment. The practical implications of this research can serve as a reference for marketers and decision-makers.