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This study investigates the effectiveness of a multimodal approach in improving students’ English reading comprehension at SMPN 10 South Tangerang during the 2025/2026 academic year. Involving 42 eighth-grade students, the research aimed to determine whether integrating various modes of learning—such as text, images, audio, and video—could enhance reading comprehension more effectively than traditional text-based instruction. A pre-experimental one-group pre-test and post-test design was used to measure students’ progress before and after the implementation of multimodal learning. Data were analyzed using a paired sample t-test to identify significant differences between the two tests. The results indicated a notable improvement, with the mean score increasing from 70.48 on the pre-test to 79.76 on the post-test, representing a gain of 9.28 points. The significance value (Sig. 2-tailed = 0.000) confirmed that the improvement was statistically meaningful. These findings demonstrate that multimodal instruction enhances comprehension by presenting information through multiple sensory channels, supporting diverse learning preferences, and creating a more engaging and interactive learning environment. The study concludes that the multimodal approach is an effective method for teaching reading comprehension in junior high school and recommends broader application in English classrooms to strengthen students’ motivation, understanding, and overall learning outcomes.

This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

This study aims to determine the role of the Tourism Office in promoting Letvuan Paradise Tourism Village and what obstacles are faced by the Tourism Office of Southeast Maluku Regency in carrying out promotions in Letvuan Paradise Tourism Village, Southeast Maluku Regency. This research method uses a qualitative descriptive method. Data collection techniques used observation, interviews, and literature studies. The results of the study indicate that the Southeast Maluku Regency Tourism Office plays a significant role in promoting the Letvuan Paradise Tourism Village through facilitation, mentoring, and collaboration with various parties. Promotion is carried out through official social media, annual events, and efforts to include Letvuan Paradise in the National Event Calendar (CEN). Promotion in the tourism sector is a means of communication to introduce a tourist destination and build a positive image, thereby increasing the number of visitors and providing economic benefits to the surrounding community. In addition to Hawang Cave, promotion also highlights local potential such as arabusta coffee, Japanese bunkers, and community culture. The Tourism Office also supports Pokdarwis and MSMEs through training and involvement in various activities. This encourages community and village government participation in tourism promotion. Obstacles faced include limited infrastructure, budget, and the use of digital technology. Overall, the Tourism Office plays a significant role in building the image of Letvuan Paradise, but sustainable development still requires infrastructure improvements, consistent promotion, and community independence.

This research was conducted based on the importance of the image of educational institutions in gaining public trust, making the role of Public Relations (PR) as a public communication manager highly essential. MTs Fathur Rahman Sukorambi Jember was chosen as the research site because the institution is currently striving to enhance its positive image through the optimization of media and sustainable publicity strategies. The aim of this study is to describe the role of PR in building the image of the madrasah, as well as to analyze the communication strategies employed, the forms of publicity implemented, and the challenges faced in its execution.This research applies a qualitative approach with a field research design. Informants were selected through purposive sampling, involving parties considered relevant and knowledgeable about public relations activities, such as the head of the madrasah, PR staff, teachers, students, and parents’ representatives. Data were collected through observations of madrasah activities, in-depth interviews, and documentation in the form of archives and published media. The data were analyzed descriptively, emphasizing the researcher’s interpretation of communication patterns, publicity strategies, and their impact on public perception of the madrasah’s image.The findings reveal that PR functions as a communicator, mediator, and builder of a positive madrasah image. The use of conventional media and digital platforms such as Facebook, Instagram, and WhatsApp Groups has proven effective in reaching a wider community and enhancing public interaction. Documentation of academic and non-academic activities also strengthens the legitimacy of the institution’s achievements. The main obstacles encountered include limited human resources, technological facilities, and consistency in information management. Nevertheless, overall, the role of PR has been proven significant in improving the positive image of MTs Fathur Rahman Sukorambi Jember.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

The personal care product industry, particularly bath soap, is becoming increasingly competitive as public awareness of health and hygiene grows. Lifebuoy is a long-trusted bath soap brand, but according to data from the Top Brand Index 2021–2024, Lifebuoy is experiencing a significant downward trend. This situation indicates a problem in consumer purchasing decisions, making it crucial to examine the factors influencing it. This study aims to analyze the influence of advertising and brand image on purchasing decisions for Lifebuoy bath soap in Semarang City, with purchase intention as an intervening variable. This study used a quantitative approach with explanatory research. The population in this study was all Lifebuoy bath soap users in Semarang City. The sample was determined using a non-probability sampling method using the Lemeshow formula, resulting in 96 respondents. Data analysis techniques used Descriptive Statistical Analysis, Measurement Model Evaluation (Outer Model), and Structural Model Evaluation (Inner Model) using the SmartPLS 0.4 application. The results of the study indicate that advertising has a direct influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, advertising does not have a significant direct influence on purchase intention, brand image has a positive and significant influence on purchase intention, purchase intention has a positive and significant influence on purchase decisions, purchase intention mediates the relationship between advertising and purchase decisions, and purchase intention mediates the relationship between brand image and purchase decisions.

Motorcycle communities not only function as a platform for hobbies but also as a medium for shaping identity and image within society. In this context, the role of Public Relations is crucial in maintaining reputation and building positive relationships with the public. A strong brand image helps the community sustain its existence while countering the negative stigma often associated with motorcycle groups. This study aims to explore and analyze the Public Relations planning of Biker Jowo Depok in maintaining its brand image, using the RPACE model (Research, Planning, Action and Communication, Evaluation) by Cutlip & Center (2017). The theoretical framework of this research refers to the concept of Public Relations planning by Cutlip & Center. The method used is qualitative descriptive, with data collection techniques including in-depth interviews, secondary data from the website and Instagram, as well as documentation. Data validity was tested through source triangulation involving the public and community members. The results show that Biker Jowo Depok implements all four dimensions of Public Relations planning according to the RPACE model. The community utilizes social media and various offline activities to build a positive image based on Javanese cultural values, such as togetherness (guyub), social awareness (tanggap), and cultural preservation (nguri-uri). Evaluation is carried out periodically through social media engagement analysis and feedback from members. The main challenges faced include negative stereotypes toward motorcycle communities and competition with other groups. However, through adaptive and collaborative Public Relations strategies, Biker Jowo Depok has succeeded in maintaining its image as a professional, culturally-rooted, and socially conscious community.

This study aims to analyze the content planning process and strategy on the TikTok account @Garudasystrain.id managed by PT Garuda Systrain Interindo. Using a qualitative descriptive approach through observation, interviews, literature review, and active participation during six months of Field Work Practice (PKL), this study describes how the company structures its social media workflow to support educational communication in the field of Occupational Safety and Health (K3). The results show that the content planning process is carried out through systematic stages, starting from trend research, idea gathering, content planning sheet preparation, upload scheduling, approval process, and weekly collaboration between team members. These stages ensure that the resulting content is relevant, consistent, and in line with the company's educational objectives. In addition, the content strategy is structured based on the Hierarchy of Effects Model, which includes the stages of awareness, knowledge, liking, preference, conviction, and action, so that the message delivery flow can encourage the audience from recognition to action. The use of clear and targeted Call to Action (CTA) also strengthens interaction and encourages audience participation. Overall, this approach helps PT Garuda Systrain Interindo in using TikTok strategies, improving the company's image, and strengthening the effectiveness of digital communications related to K3.

The development of digital technology has changed the paradigm of MSME businesses, including in building brand image. This study analyzes strategies for enhancing brand image through digital business at Ayam Celup Juaro’s MSMEs in Medan City. The research method uses a qualitative approach with a case study design. Data were collected through in-depth interviews, participatory observation, and documentation studies. The results show that multi-platform digital integration (Instagram, TikTok, WhatsApp) is effective in building brand image. Instagram serves as a medium for visual representation of the brand, TikTok as a driver for acquiring new customers through viral content, and WhatsApp as a means of personal communication to maintain customer loyalty. The key factors for success are content consistency and timely service. The main obstacles faced are budget constraints and challenges in maintaining content consistency. This research provides practical contributions for SMEs in developing integrated digital strategies to enhance brand image in the era of the 4th Industrial Revolution.

The development of digital technology has transformed how businesses build brand image through social media. This study aims to determine the role of creative content in enhancing the brand awareness of Sopiri Driving School through social media platforms such as Instagram and TikTok. The research method used is Research and Development (R&D) adapted from the Borg & Gall model, consisting of problem identification, design, development, testing, and evaluation stages. The study produced two promotional videos of 30 seconds each. The results showed that implementing creative content with storytelling and dynamic visuals significantly increased brand awareness. Trial data revealed that social media followers increased by more than 90%, and the engagement rate rose from 3.5% to 8.2% after the content was published. Moreover, 83% of survey respondents stated they recognized Sopiri Driving School after watching the promotional videos. The study concludes that creative content plays an essential role in building a professional brand image and attracting audiences through social media. An effective content strategy not only serves as a promotional tool but also as an interactive communication medium that strengthens the emotional bond between the brand and its audience.

The development of the laundry business requires an effective visual communication strategy to build brand image and competitiveness. This study aims to design a visual branding strategy for Titu Binatu, a laundry UMKM in Tembalang, Semarang. Through a visual communication design approach, this study analyzes visual identity elements such as logos, colors, typography, and promotional media in shaping consumer perceptions. The method used is qualitative through observation, interviews, and literature studies. The results show that Titu Binatu needs a strong visual identity and appropriate promotion to reach the market, especially students and workers. Strengthening branding with offline and online media is needed so that visual branding becomes a strategic tool in business development in the digital era.     

The purpose of this study is to determine the effect of social media marketing on purchase intention, to determine the effect of social media marketing on brand awareness, to determine the effect of brand awareness on purchase intention, to determine the role of brand awareness in mediating the influence to determine the effect of social media marketing on brand image, to determine the effect of brand image on purchase intention, to determine the role of brand image in mediating the influence to determine the effect of social media marketing on purchase intention. This study is included in the explanatory category. Determination of the number of samples using the MLE formula. The sampling technique uses simple random sampling. The number of samples in this study was 180 respondents. Data was processed using PLS. The results showed that social media marketing had no effect on purchase intention, media marketing had no effect on brand awareness, brand awareness had no effect on purchase intention, brand awareness did not mediate the influence of social media marketing on brand image, brand image had no effect on purchase intention, brand image did not mediate the influence of social media marketing on purchase intention.

The Public Relations of the Prosperous Justice Party (PKS) utilizes Instagram social media as a strategic platform to influence the party's image. PKS is portrayed as an Islamic-based political party that uses the path of da'wah in its political endeavors and strives to strengthen its image through content on Instagram social media. The objectives of this research are to measure 1) the content of the @pk_sejahtera Instagram social media, 2) the image of PKS, and 3) the influence of Instagram social media content on the image of PKS. The theories used are content pillars theory, image theory, and SOR (Stimulus-Organism-Response) theory. This research methodology uses a quantitative approach with a survey method and the sampling technique used is random sampling. The population consists of 2,577 followers of @pk_sejahtera on Instagram who commented or interacted on 68 content items related to activities, education, and entertainment from April 20 - May 20, 2025. The sample size is 96 respondents. Data collection techniques involved distributing closed online questionnaires. The research results show that variable X (credible, shareable, useful or fun, interesting, relevant, different, and on-brand) obtained an average value of 3.66 and is categorized as high, indicating that the presented content is positively evaluated, capable of attracting attention, clearly conveys messages, and builds engagement with its followers. Variable Y (visibility, clarity, and uniqueness) has an average value of 3.72 and is categorized as high, indicating that the image of PKS has been positively formed, appearing visible, clear, and unique. The influence of Instagram social media content on the image of PKS is obtained through an R Square value of 0.639 and a t-count value (12.908) > t-table (1.985), indicating a significant influence between Instagram social media content and the image of PKS, with 63.9% of the PKS image being influenced by Instagram social media content and the remaining 36.1% influenced by other factors outside the research variables. This research proves that Instagram social media content has a significant influence on the image of PKS.

This study aims to analyze the brand equity strategy and perception of Tomoro Coffee Blimbing based on four main dimensions: brand awareness, brand association, perceived quality, and brand loyalty. A descriptive qualitative approach was used through in-depth interviews with management, baristas, and customers. The data were then analyzed thematically through data reduction, presentation, and conclusion drawing. The results show that Tomoro Coffee's brand awareness is strongly formed through store expansion, social media activities, and a memorable slogan. Brand associations are perceived as modern, aesthetic, and closely related to youth lifestyles, although there is still a conflict between premium and economical images. Regarding quality perceptions, customers value consistent coffee taste and service, but perceived value is still influenced by promotions. Customer loyalty varies, with some indicating repeat visits due to quality, while others rely on promotions and situational needs. This study concludes that Tomoro Coffee's brand equity is quite strong, but needs to be strengthened with perceived value and fostering emotional loyalty. The implications of these findings can inform the development of marketing strategies and brand management in the increasingly competitive coffee shop industry.

This study aims to increase student interest in Social Studies (IPS) through the use of varied learning media in third-grade students at SD Pembangunan Laboratorium UNP. The typically boring nature of Social Studies learning can be addressed by presenting engaging media tailored to student characteristics. Varied learning media, such as educational videos, images, interactive games, and props, are expected to engage students, engage them, and enhance their understanding of the material. This study used a qualitative approach through observation and interviews to determine students' responses to the use of these media. The results showed that the use of diverse learning media increased student motivation and interest in Social Studies lessons. Students appeared more enthusiastic in discussions, asking questions, and completing assigned assignments. Thus, the use of varied media not only increased student interest but also strengthened their understanding of the material presented. This study recommends that educators at SD Pembangunan Laboratorium UNP optimize the use of varied learning media to improve the quality of Social Studies learning, thereby making the teaching and learning process more enjoyable and effective.

This systematic literature review explores the application of the Stimulus-Organism-Response (SOR) model in understanding tourist behavior, focusing on empirical studies from 2019 to 2025. The tourism industry, a key economic driver globally, necessitates a deep understanding of tourist behavior to develop effective marketing strategies and enhance the tourist experience. The SOR model, which examines the impact of external stimuli on tourists' psychological and emotional responses, offers a comprehensive framework for analyzing tourist behavior. This review synthesizes findings from recent studies to highlight how external stimuli such as destination image, social media marketing, and sensory experiences affect tourists' perceptions, motivations, and behaviors, influencing their loyalty and intention to revisit destinations. It also discusses the role of internal factors, including satisfaction, trust, and tourist engagement, in mediating the response to external stimuli. The findings suggest that understanding these dynamics can help destination managers and tourism marketers design more targeted and sustainable marketing strategies. The review also identifies gaps in the current literature and provides recommendations for future research, particularly in the integration of digital technologies and the increasing importance of sustainability in tourism behavior.

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.

Customer satisfaction and consumer loyalty are critical issues in modern marketing management, as they play a strategic role in retaining customers and increasing company profitability. With the increasing intensity of business competition, it has become crucial for scientists and practitioners to understand the components that influence customer satisfaction and their impact on loyalty. The purpose of this study is to systematically review the relationship between customer satisfaction and consumer loyalty, as well as to identify the main determinant factors.The research questions are: (1) What are the most influential factors affecting customer satisfaction and loyalty? (2) How is the relationship pattern between satisfaction and loyalty based on previous research findings?. A systematic literature review was conducted using articles from Google Scholar and Publish or Perish (PoP) with keywords consumer satisfaction, consumer loyalty, service quality, price, and customer trust. A total of 27 articles published between 2020 and 2025 were analyzed, and 5 relevant articles were selected for in-depth review. The findings indicate that product quality, service quality, price, trust, and brand image are dominant factors influencing customer satisfaction and loyalty. In conclusion, future research can explore digital and technology-based service contexts as well as more complex mediation and moderation relationships to deepen understanding of customer satisfaction and loyalty.