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Zaskia Nazwa; Anwar Sidik

Jurnal Pendidikan dan Kewarganegara Indonesia 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

Indonesia’s multicultural diversity poses serious challenges in maintaining social harmony, marked by increasing cases of intolerance driven by differences in ethnicity, religion, and culture. Education, particularly civics (PPKn), plays a strategic role in instilling tolerance values from an early age. This study aims to analyze the strategies used by elementary school teachers in cultivating tolerance attitudes through PPKn  learning, identify the implementation of tolerance values in classroom activities and student social interactions, and reveal the challenges faced by teachers along with effective and contextual learning strategies. This study employed a qualitative descriptive approach based on library research, collecting data from accredited scientific journals published between 2021 and 2025, sourced from databases including google scholar, DOAJ, and sinta- indexed journals. Data were analyzed using descriptive qualitative analysis through stages of data reduction, data presentation, and conclusion drawing, with source triangulation appliet to ensure validity. The findings reveal that affective teachers employ a holistic approach encompassing cognitive, affective, and psychomotor domains, consistent with Bloom’s revised taxonomy. Teachers serve not only as knowledge transmitters but also as moral role models, as supported by Bandura’s Social Learning Theory. Implementation is carried out through three channels: intracurricular, co-curricular, and extracurricular activities. Key challenges include dominance of cognitive approaches, limited understanding of multicultural education, and negative influencesof social media. This study implies the urgent need for continuous professional training for PPKn teachers, differentiated and inclusive learning design, and active collaboration between schools and families to strengthen the internalization of tolerance values in elementary school students.

Allya Gustina; Sri Windari; Murjainah Murjainah; Novella Gustikasari

Dinamika Pembelajaran : Jurnal Pendidikan dan bahasa 2026 Lembaga Pengembangan Kinerja Dosen

This research aims to analyze students' learning climate through the application of the Project Based Learning (PjBL) in mathematics learning in class II of Public Elementary School 002 Palembang. This study used a qualitative descriptive method with the study subjects of grade II students. Data collection techniques are conducted through observation, interviews, and documentation. Data analysis is conducted through the stages of data reduction, data presentation, and conclusions drawn. Research results show that the application of the PjBL model is able to form a more conducive learning climate, characterized by increased focus, attention, and student involvement in the learning process. In addition, interactions between students are becoming more directed, group collaboration is getting better, and activities that interfere with learning can be minimized. Project-based activities involving kinesthetic activities such as shearing and sticking help students become more active, creative, and easier to understand the concept of right triangles more concretely. Student-centered learning also provides an opportunity for them to learn independently and in groups so that the learning experience becomes more meaningful. Thus, the application of the PjBL model can be an effective learning alternative in creating an active, conducive, and enjoyable learning atmosphere for elementary school mathematics and supporting the achievement of learning goals optimally.

Afiqah Divaulhaq; Annisa Uljannah

Jurnal Ilmu Kesehatan 2026 Lembaga Pengembangan Kinerja Dosen

Typhoid fever during pregnancy can lead to complications such as uteroplacental infection, miscarriage, and vertical transmission, which causes neonatal typhoid. Typhoid fever is found worldwide and is highly prevalent in developing countries, particularly in tropical regions. It is estimated that there are 11–21 million cases per year and approximately 128,000–161,000 deaths per year; the majority of cases occur in Southeast Asia, South Asia, and Sub-Saharan Africa. Salmonella typhi is a gram-negative bacterium capable of intracellular survival. Symptoms in typhoid patients vary among different groups. While pregnant women with typhoid are more likely to exhibit coughing, non-pregnant patients more frequently report nausea/vomiting compared to pregnant patients. The effects of typhoid fever on pregnancy result from prolonged high fever and poor general health, which can lead to miscarriage, preterm labor, and intrauterine fetal death, especially if the infection occurs during the first or second trimester. Morbidity and mortality rates may be higher in pregnant women. Pregnancy itself does not affect the course of the disease. Prevention of typhoid fever involves adopting a clean and healthy lifestyle, as well as receiving the typhoid vaccine. Two effective vaccines are available for typhoid fever. The live-attenuated oral vaccine (Ty21a) requires four doses, administered 48 hours apart, without concurrent use of antibiotics or antimicrobial medications. Due to reduced gastrointestinal motility in early pregnancy and frequent nausea and vomiting associated with symptomatic gastroesophageal reflux requiring acid-reducing therapy, we do not recommend the Ty21a oral vaccine for pregnant patients.

Anita Puspa Meilina; Meysila Sesilia Putri; Bunga Regina Andini; Erliza Azzahra

Hidayah : Cendekia Pendidikan Islam dan Hukum Syariah 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This study aims to analyze strategies for increasing reading interest in developing a literate generation among elementary school students and to identify factors influencing literacy culture within school and family environments. The phenomenon of low reading interest among elementary school students has become a significant concern because the rapid development of digital technology tends to shift students’ attention from reading activities to audiovisual entertainment. This research employed a descriptive qualitative approach using a case study method at SDN 1 Notoharjo. Data were collected through semi-structured interviews, observations, and documentation studies. The participants consisted of one classroom teacher and four third-grade students of SDN 1 Notoharjo. Data analysis was conducted through data reduction, data display, and conclusion drawing, while data validity was tested using source triangulation and method triangulation. The findings revealed that literacy strengthening was implemented through morning reading activities, book discussions, the use of visual and digital media such as e-books, and the utilization of reading corners and school libraries. The study also found that students’ reading interest was influenced by the availability of reading materials, the comfort of literacy environments, family support, and the dominant use of gadgets for entertainment purposes. This study contributes scientifically by strengthening the concept of collaborative literacy involving schools, families, and digital technology in developing reading culture among elementary school students. The findings imply the need for more integrated, adaptive, and sustainable literacy programs to improve students’ reading interest in the digital era.  

Naufal, Farid; Panjaitan, Roymon; Nuryanto, Imam; Jati Kusuma, Pradana

Jurnal Manajemen Sosial Ekonomi 2026 LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Game collaboration branding has emerged as a significant marketing strategy influencing player purchasing behavior. This study aims to analyze the influence of collaboration branding, player satisfaction, and emotional attachment on purchase intention among Honkai: Star Rail players. 280 active members of the Pompomfess community on Platform X (Twitter) participated in a quantitative survey that was analyzed using Structural Equation Modeling–Partial Least Squares (SEMPLS). The results extend the application of the Theory of Planned Behavior to digital game consumption behavior by showing that collaboration branding, player satisfaction, and emotional attachment significantly increases purchase intention. In addition to offering useful advice for game developers and marketers in creating player-oriented brand collaboration strategies, this study conceptually advances the body of knowledge on digital consumer behavior.

Agus Salim

Birokrasi: JURNAL ILMU HUKUM DAN TATA NEGARA 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Social crimes at the village level require participatory and sustainable prevention approaches. This study aims to analyze the synergy between the Sidoarjo Police Resort through its BINMAS unit and the residents of Waruberong Village in implementing the “4D” anticipation framework (Corruption, Narcotics, Bullying, and Sexual Harassment). A descriptive qualitative method was employed, utilizing data collection through observation, semi-structured interviews, and documentation analysis of socialization activities and police-community forums. The results indicate that this partnership successfully shifts the security paradigm from a reactive enforcement model toward proactive collaboration grounded in education and early reporting. BINMAS functions effectively as an administrative liaison, coordinating Senkom Mitra Polri, village officials, and residents, thereby standardizing and streamlining report handling processes. The implementation of the 4D framework significantly enhances public legal literacy, strengthens trust in the DUMAS Presisi system, and encourages active community participation in security patrols and awareness campaigns. Although minor administrative challenges, such as limited reporting literacy and fluctuating attendance, were identified, they can be mitigated through structured mentoring. Overall, the 4D-based partnership model proves highly relevant for strengthening participatory security ecosystems at the village level. This study recommends standardizing educational modules, providing continuous administrative training for Senkom members, and integrating digital reporting platforms to ensure the program's long-term sustainability.

Petriana Dae Lelangwayan; Intansakti Pius X

Nubuat : Jurnal Pendidikan Agama Kristen dan Katolik 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The development of digital technology has brought about significant changes in various aspects of life, including early childhood faith education. Today’s children are growing up in an environment familiar with digital media, making it necessary to adopt a catechetical approach that keeps pace with the times. This article aims to examine the use of digital catechesis as a tool for early childhood faith education. This study employs a qualitative method with a literature review approach, gathering data from books, scientific journals, research articles, Church documents, and other relevant sources. The data is analyzed using descriptive-qualitative methods to understand the benefits, challenges, and role of digital catechesis in fostering children’s faith. Research findings indicate that digital catechesis can serve as an effective, engaging, and interactive medium for helping children learn about the teachings of the faith from an early age. The use of animated videos, religious songs, educational images, and learning apps can enhance children’s interest in learning, attention, and understanding of Catholic faith values. Furthermore, digital catechesis also assists the Church, families, and schools in providing faith education that is more contextual and aligned with the world of today’s children. However, the use of digital media still requires the guidance of parents, teachers, and faith mentors so that children receive proper direction and are protected from the negative impacts of technology. Thus, digital catechesis is a relevant tool in the faith education of young children when used wisely and purposefully. The presence of digital media does not replace the role of faith educators but serves as a tool that enriches the process of proclaiming the faith in the modern era.

Mesra Betty Yel; Elviwani Elviwani; Nandang Sutisna; Ziyad Fernanda Syams

International Journal of Computer Technology and Science 2026 Asosiasi Riset Teknik Elektro dan Infomatika Indonesia

This research is motivated by the problems in manual attendance systems at schools, which remain vulnerable to fraud, time-consuming, and inefficient. The expected solution is to develop an automated attendance system based on face recognition that can operate in realtime with high accuracy. The research object is vocational high school students, with the applied method implementing the YOLO v10 algorithm for face detection, followed by the face_recognition library for identification. The instruments used include an Imou CCTV camera as the input device, a mid-range laptop as the hardware platform, and Python with SQLite as the software environment for data processing and attendance storage. The results show that the developed system achieved an average face detection accuracy of 96% under normal lighting and 91% under low lighting, with an average processing speed of 27 FPS. The implementation of an anti-duplication feature also ensured data validity by allowing each student to be recorded only once per day. In conclusion, the use of YOLO v10 in face-based attendance proved to be effective, efficient, and capable of reducing fraud. The implication of this study is that the system can be applied in both Islamic boarding schools and general schools as a modernization of attendance systems, with a recommendation for further development through web-based application and cloud database integration.

Untung Surapati; Dadang Iskandar Mulyana; Dedi Gunawan; Anggit Purnama

International Journal of Applied Mathematics and Computing 2026 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

Early detection of a potential heart attack is a crucial step in preventing sudden death from heart disease. This research aims to develop an Internet of Things (IoT)-based health monitoring system capable of measuring vital body data in real time and predicting the likelihood of a heart attack from CSV data obtained from sensors, integrated through RapidMiner as learning data using a machine learning algorithm, the Support Vector Machine (SVM). The system was built using an ESP32 microcontroller connected to a MAX30102 sensor to measure heart rate and finger oxygen levels (SpO₂), as well as a DHT22 sensor to measure temperature and humidity. The resulting data is sent to the Blynk application to display real-time data according to its parameters. The initial prediction logic was developed using a rule-based method based on medical thresholds for four vital parameters. The data was then used to train an SVM model as a classification system to detect potential heart attacks. Test results showed that the system can identify abnormal conditions with a good level of accuracy and provide early warnings based on changes in vital parameters in real time. This system is expected to be an initial solution for personal health monitoring, especially for individuals at risk of heart disease. It can be further developed with cloud integration and automatic notifications to users' devices.

Khansa Aulia Putri; Handajany, Sofie

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

Sleep duration and sleep quality are essential physiological needs that play a significant role in the emotional and behavioral development of children aged 3–6 years. Adequate sleep supports brain development, cognitive functioning, emotional regulation, and social interaction skills in early childhood. Conversely, poor sleep duration and low sleep quality may negatively affect children’s attention, mood stability, and ability to interact socially with peers and caregivers. This article is a literature review using a systematic review approach that analyzes 10 scientific articles published between 2016–2026 to evaluate the relationship between sleep duration and sleep quality with emotional and behavioral problems in preschool children. The article selection process followed the PRISMA flow diagram, with articles sourced from Google Scholar, PubMed, and ScienceDirect databases. The findings consistently indicate that inadequate sleep duration and poor sleep quality are associated with increased emotional and behavioral problems, including hyperactivity, anxiety, emotional dysregulation, and difficulties in social interaction among children. Furthermore, sleep disturbances were found to negatively influence children’s emotional self-regulation abilities, which are crucial for adaptive behavior. Therefore, ensuring adequate sleep duration and improving sleep quality are important strategies to support optimal emotional and behavioral development in preschool-aged children.

Fira Fausila; Muhammad Akhir; Anzar Anzar

Bhinneka: Jurnal Bintang Pendidikan dan Bahasa 2026 Universitas Palan

The development of digital technology has driven significant changes in learning practices, including Indonesian language learning, which increasingly utilizes online platforms such as YouTube. In this context, digital literacy is not only related to the technical ability to access information but also encompasses ethical, critical, and character-building aspects of students. This study aims to analyze the integration of digital literacy and character education values in online learning through Indonesian language educational videos on YouTube. The research employed a qualitative approach using content analysis methods. The research data consisted of Indonesian language learning videos selected purposively based on the relevance of the material, channel popularity, and consistency of educational content. The findings reveal that Indonesian language learning videos on YouTube contain various character education values, such as responsibility, academic honesty, hard work, independence, tolerance, and communicative attitudes. These values are integrated through the presentation of materials, the use of polite language, contextual examples, and reflective invitations that encourage students to think critically. In addition, aspects of digital literacy are reflected in the ability of video content to guide students toward the wise, selective, and responsible use of digital media. However, the study also identified several limitations, particularly the lack of systematic explicitness of character values and the suboptimal two-way interaction between educators and students.

Jamila Tun Nabilah Hasanuddin; Marwiah Marwiah; Aco K

Bhinneka: Jurnal Bintang Pendidikan dan Bahasa 2026 Universitas Palan

This research aims to analyze how gender and culture are represented in the Grade VIII Indonesian language textbook of the Merdeka Curriculum. The focus is on various aspects of gender representation, such as the depiction of characters, their roles, activities, attributes, social status, gender equality, and stereotypes related to gender. Additionally, the study explores cultural representation, which encompasses cultural forms, diversity, local traditions, context, ways of presentation, and the cultural values expressed in the textbook's texts and illustrations. The methodology employed is descriptive qualitative research with a content analysis framework. Data were gathered through documenting and note-taking methods on the content of the textbook, followed by an analysis process that includes identification, classification, interpretation, and drawing conclusions. Findings indicate that the gender representation in the textbook predominantly portrays men as leading figures in public roles, leadership, and decision-making, whereas women are mainly shown in nurturing, domestic, and supportive capacities. On the other hand, the cultural representation illustrates the variety of Indonesian culture by showcasing regional customs, languages, art forms, traditional cuisine, practices, and societal norms. The study concludes that although the textbook presents cultural diversity adequately, there is a need for improvement in gender representation balance to better reflect equality values in the educational experience.

Anita Saputri; Noor Yunida Triana; Etika Dewi Cahyaningrum

JURNAL ILMIAH KESEHATAN MASYARAKAT DAN SOSIAL 2026 CV. ALIM'SPUBLISHING

The World Health Organization (WHO) states that mental health issues frequently arise during late childhood and early adolescence. Adolescence is  a transitional phase marked by physical, emotional, and social changes, which can impact an individual's psychological well-being. Data from the 2022 Indonesia-National Adolescent Mental Health Survey (I-NAMHS) showed that approximately 15.5 million adolescents (34.9%) experienced mental health problems, while 2.45 million adolescents (5.5%) were identified as having mental disorders. This confirms that adolescent mental health is an issue that requires serious attention. This study aimed to determine the mental health status of adolescents at SMA Negeri 1 Sokaraja. The research method used a quantitative descriptive design with a cross-sectional approach. The population included all 12th-grade students at SMA Negeri 1 Sokaraja, with 188 students selected as samples using a proportional random sampling technique. Data collection was conducted using the Mental Health Inventory (MHI-38) questionnaire and was analyzed using univariate analysis. The results of the study showed that the majority of respondents were in the good category, amounting to 114 (60.6%). Based on gender characteristics, the majority of respondents were female, amounting to 110 (58.5%), while based on residential status, most respondents lived with their parents/family, amounting to 187 (99.5%). These findings indicated that, in general, the mental health of adolescents at SMA Negeri 1 Sokaraja was in a fairly good condition.

Mega Nanda Sapitri; Meilanta Rantina

DHARMA EKONOMI 2026 sekolah Tinggi Ilmu Ekonomi Dharmaputra Semarang

This research aims to discuss online marketing strategies and service quality as well as their impact on post-pandemic cosmetic sales at the Abigail Shop, Sintang Regency. This study applies a qualitative-descriptive approach. Data collection was carried out through interviews, observation and analysis of various documents. Subjects consist of business owners, employees and customers. The validity of the data was tested through Technical Triangulation. Research findings show that Abigail Store's use of Instagram as a digital marketing tool is effective in increasing market reach and attracting customer interest with various creative content, including photos, videos, promotions and testimonials from customers. Apart from that, the direct message and WhatsApp features function to facilitate communication and transactions between sellers and buyers. This research also confirms that high service quality is directly related to customer satisfaction which then results in the frequency of repeat purchases. The increase in sales of Toko Abigail's cosmetic products after the pandemic can be attributed to an effective combination of digital marketing strategies and consistent, high-quality service standards. This study aims to be a reference for business owners in optimizing marketing methods through digital media, while maintaining service quality amidst the rapid development of information technology.

Putri Mentari; Michael Febrian Siebert; Loise Cendana

Jurnal Penelitian Manajemen dan Inovasi Riset 2026 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The development of the digital economy has driven increased customer interaction through online chat services, making customer satisfaction a key factor in business success. Response speed and chat service quality are two important aspects in shaping the customer experience, but previous research has tended to examine them separately. This study aims to analyze the influence of online chat services and response speed on customer satisfaction partially and simultaneously. The method used is a qualitative approach with a literature review of 12 scientific articles from 2020–2025 obtained from academic databases such as Google Scholar and SINTA. The analysis technique used is descriptive-critical through the identification, comparison, and synthesis of previous research findings. The results show that online chat services have a positive effect on customer satisfaction, primarily through interaction quality such as information accuracy, ease of use, and problem-solving ability. Response speed has also proven to be an important determinant, where a fast response significantly increases customer satisfaction. However, speed without quality has the potential to decrease satisfaction. The discussion shows that the two variables have a complementary and inseparable relationship. Online chat services function as a medium for interaction, while response speed is a quality attribute that determines the effectiveness of the service. Therefore, the integration of both in one model is the main contribution of this research in filling the literature gap, especially in the context of e-commerce in Indonesia.

Afdal Putra Darap

Lembaga Pengembangan Kinerja Dosen 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to analyze the reconceptualization of national security in the digital era through the case of the 2021 Facebook data breach involving 533 million users across 106 countries. As digital technologies become increasingly integrated into governance, economic activities, and social interactions, cyber threats have emerged as a significant challenge to contemporary security frameworks. This research employs a qualitative descriptive approach using library research methods, drawing upon academic literature, official reports, and relevant policy documents. The findings indicate that national security has evolved from a traditional military-centered concept toward a broader and multidimensional framework that includes cyber threats as a form of non-traditional security challenge. The Facebook data breach demonstrates how cyber threats transcend geographical boundaries, involve complex attribution problems, and generate multidimensional impacts on individuals, societies, economies, and states. Through the lens of Securitization Theory developed by Buzan, Wæver, and de Wilde (1998), the incident illustrates how data security has become securitized as a matter of national and international concern. Furthermore, the Human Security framework proposed by UNDP (1994) highlights the vulnerability of individuals whose personal information becomes exposed in the digital environment. This study concludes that cybersecurity should be recognized as a fundamental pillar of national security in the digital age, requiring comprehensive strategies that integrate technological resilience, data protection regulations, human resource development, and international cooperation.

Ilham Afif; Mohammad Aquallurrizal; Arza Lubaib Almuna; Farchatul Maru`ah

Jurnal Bintang Pendidikan Indonesia 2026 Pusat Riset dan Inovasi Nasional

This study was conducted based on observational findings indicating that educational institutions need to implement appropriate educational marketing management strategies to enhance their attractiveness amid increasing competition. The purpose of this study is to analyze educational marketing management strategies used to attract prospective students and to identify factors influencing their effectiveness. This research employed a qualitative approach, with observation, interviews, and documentation serving as data collection techniques. The collected data were analyzed through data reduction, data presentation, and conclusion drawing. The findings reveal that educational marketing strategies are implemented through promotional program planning, utilization of information media, improvement of educational service quality, strengthening of institutional image, and collaboration between schools and the community. A well-planned and sustainable marketing system has been shown to increase public trust in educational institutions. Furthermore, students’ interest in choosing an educational institution is influenced by the quality of educational programs, supporting facilities, school reputation, learning environment, and information accessibility through various media. The study findings indicate that effective implementation of educational marketing management strategies can enhance institutional competitiveness and increase student enrollment. Therefore, educational institutions are encouraged to continuously develop innovative marketing strategies that align with community needs to remain relevant and attractive to prospective students.

Ananda, Jelita; Efni Safitri, Lies Utami

Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) 2026 LPPM Universitas 17 Agustus 1945 Semarang

The development of social media has driven changes in digital marketing communication strategies, including within educational institutions such as Juara Academy. This study aims to analyze digital marketing communication strategies through Instagram in increasing student enrollment, identify gaps between social media performance and conversion rates, and formulate efforts to optimize these strategies. This research employs a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation, and then analyzed using the interactive model of Miles and Huberman, as well as the AIDA framework (attention, interest, desire, action). The results indicate that digital marketing communication strategies have been systematically implemented through the utilization of Instagram features such as feed, story, reels, and live to capture attention, build interest, generate desire, and ultimately encourage enrollment actions. However, a gap was found between high engagement levels and suboptimal enrollment conversions, influenced by technical factors such as inconsistent content posting and a lack of integration across communication stages. Strategic optimization is therefore necessary through strengthening content consistency, enhancing more personalized interactions, and leveraging persuasive approaches based on audience experience. This study provides practical contributions to the management of digital marketing communication as well as theoretical contributions to the development of social media–based marketing communication studies.  

Anita Saputri; Noor Yunida Triana; Etika Dewi Cahyaningrum

JURNAL ILMIAH KESEHATAN MASYARAKAT DAN SOSIAL 2026 CV. ALIM'SPUBLISHING

The World Health Organization (WHO) states that mental health issues frequently arise during late childhood and early adolescence. Adolescence is  a transitional phase marked by physical, emotional, and social changes, which can impact an individual's psychological well-being. Data from the 2022 Indonesia-National Adolescent Mental Health Survey (I-NAMHS) showed that approximately 15.5 million adolescents (34.9%) experienced mental health problems, while 2.45 million adolescents (5.5%) were identified as having mental disorders. This confirms that adolescent mental health is an issue that requires serious attention. This study aimed to determine the mental health status of adolescents at SMA Negeri 1 Sokaraja. The research method used a quantitative descriptive design with a cross-sectional approach. The population included all 12th-grade students at SMA Negeri 1 Sokaraja, with 188 students selected as samples using a proportional random sampling technique. Data collection was conducted using the Mental Health Inventory (MHI-38) questionnaire and was analyzed using univariate analysis. The results of the study showed that the majority of respondents were in the good category, amounting to 114 (60.6%). Based on gender characteristics, the majority of respondents were female, amounting to 110 (58.5%), while based on residential status, most respondents lived with their parents/family, amounting to 187 (99.5%). These findings indicated that, in general, the mental health of adolescents at SMA Negeri 1 Sokaraja was in a fairly good condition.

Alvin Lesmana

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

This study aims to analyze the effect of personalized marketing on customer satisfaction and customer retention, as well as to explain the role of customer satisfaction as a mechanism linking marketing personalization to customers’ decision to remain with a brand. The background of this study is based on the increasing use of data-driven marketing strategies, product recommendations, personalized promotions, and digital communication tailored to customer preferences. In an increasingly competitive business environment, companies are required not only to attract new customers but also to retain existing customers through relevant, convenient, and valuable experiences. This study employed a quantitative explanatory approach, with the population consisting of customers who had received personalized marketing from a particular company or brand. The sampling technique used was purposive sampling, with the criteria that respondents had received personalized promotions and had made repeat purchases. The total sample consisted of 110 respondents. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling. The findings show that personalized marketing has a positive and significant effect on customer satisfaction. This indicates that promotions, recommendations, and marketing messages that are relevant to customer needs can create more positive customer experiences. Customer satisfaction is also found to have a positive and significant effect on customer retention, meaning that satisfied customers are more likely to make repeat purchases, continue using products or services, and avoid switching to competitors. In addition, personalized marketing has a direct effect on customer retention, although its effect becomes stronger when mediated by customer satisfaction. The implications of this study emphasize that companies need to develop personalization strategies that are not only data-driven but also relevant, ethical, non-intrusive, and oriented toward customer value. Therefore, personalized marketing can serve as an important strategy for improving customer satisfaction and maintaining long-term customer retention.