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The main objective of this study is to analyze business innovation implemented by Coffee Shops in Coblong District, Bandung City, considering the increasing number of similar businesses emerging, triggering fierce competition in this industry. In facing these conditions, business actors are required to continue to innovate to be able to survive and excel in the competition. This study uses a descriptive analysis method with an approach to calculating the average value of each variable measured using a Likert scale. The study population consisted of 38 Coffee Shop entrepreneurs who served as research samples. Based on the analysis results, business innovation was measured through four main indicators, namely relative advantage, compatibility, dissemination, and communicability. In general, Coffee Shops in this area have succeeded in innovating well, although there are variations in achievement for each indicator. The indicator with the highest score is communicability, which refers to the ability of staff, especially baristas and cashiers, to interact with customers in a friendly, polite, and effective manner. This is not only limited to greeting but also creating a comfortable atmosphere so that customers feel appreciated, which ultimately increases customer loyalty. Conversely, the indicator with the lowest score is dissemination, which indicates that most customers tend to only order a specific type of coffee without exploring other menu variations. This condition can be seen as an opportunity to strengthen superior products, but also signals that the product diversification strategy is not running optimally. Therefore, it is important for coffee shop businesses in Coblong to develop a menu diversification strategy, both in terms of beverage types and service variations, so that the business remains competitive, relevant to diverse consumer preferences, and able to increase competitiveness amidst the increasingly rapid growth of the coffee shop industry.

This study aims to analyze the potential and challenges in implementing Fellowship-Based Cooperative Learning in D.I Edutainment, especially for Generation Z. The method used in this qualitative research is a case study, with data collection conducted through semi-structured interviews, participant observation, and documents. The unit includes the analysis of Gen Z participation, and involves facilitators, namely D.I Edutainment managers as informants. D.I Edutainment shows significant potential in implementing fellowship-based cooperative learning. Thanks to the interactive edutainment concept, small programs, and adequate human resource support. However, this study also identified challenges such as Generation Z's relatively short attention span, preference for digital media, variations in self-confidence levels, and the need for structure and motivation for ongoing collaboration. It is recommended that D.I Edutainment utilize, develop interactive and collaborative vehicles, train facilitators, design interesting project groups, and optimize community courage. From an academic perspective, further research is needed on the impact of cooperative learning, the role of technology, Generation Z's perceptions, and their social skills measurement models.

Coolcations tourism is an alternative tourism that utilizes the potential of nature with cool air, both in the morning, afternoon, and evening, thus providing a refreshing holiday experience for tourists. This concept combines recreational activities with the beauty and coolness of nature, making it suitable for tourists who want to escape the hustle and bustle of urban life. Based on the author's observations, Kuningan Regency has great potential in developing coolcations destinations, which include various activities such as camping/glamping, sightseeing, forest bathing, wellness tourism, star bathing, night time wellness, hiking, trekking, jeep adventure, motocross, and cycling. This study aims to determine the figure of tourist interest, especially those from Cirebon City and Regency, towards the trend of coolcations tourism in Kuningan Regency. The research method used is descriptive quantitative with a purposive sampling technique. The research sample amounted to 100 respondents who were tourists from Cirebon City/Regency. The research instrument used an online questionnaire via Google Form. Data were analyzed using univariate analysis techniques with the application of the Guttman Scale to measure the level of respondent interest. The research results indicate that tourist interest in the coolcation trend in Kuningan Regency is high. The average "YES" response was 84.75 out of 100, which, when converted to a percentage, is 84.75%. Based on the assessment criteria, this result falls into the "good interest" category with a high criterion (75%–100%). This finding indicates that tourists from Cirebon City/Regency have significant interest in coolcation tourism activities in Kuningan Regency. With its supportive natural resources and high interest, Kuningan Regency has a significant opportunity to develop coolcations as a leading regional tourism attraction.

The study also emphasizes the growing role of technology in enhancing the travel experience for senior citizens. With the rapid digitalization of various industries, including the travel sector, the elderly population is increasingly using mobile applications to plan and book trips. However, older adults often face challenges in adapting to new technologies due to physical, cognitive, or sensory limitations. This study’s results underscore the importance of addressing these barriers in the design of travel applications for seniors. The ease of use and perceived usefulness of these applications are not just about functional features but also about how accessible and user-friendly the design is for older users. In addition to the perceived usefulness and ease of use, it is essential for developers to consider the specific needs and preferences of senior travelers, such as larger fonts, clear navigation, and easy-to-understand instructions. Ensuring that these features are incorporated can greatly enhance the adoption of travel applications among the elderly and improve their overall experience. The findings also suggest that fostering trust and confidence in technology among older users can increase their willingness to engage with digital platforms. Furthermore, future research could explore how other factors, such as social influence or experience with technology, interact with perceived ease of use and perceived usefulness to further explain seniors’ behavioral intentions toward digital travel applications. By addressing these factors, developers can create more inclusive and accessible services that cater to an aging population. As the digital landscape continues to evolve, it is crucial to ensure that seniors are not left behind, and that they can enjoy the same convenience and benefits that digital travel services offer to younger generations.

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

This study aims to examine the influence of tourist behavior on interest in visiting historical tourist destinations in Bandung, with a focus on Generation Z as a growing potential tourist segment. Tourist behavior in this context is analyzed through four main factors, namely cultural, social, personal, and psychological factors that theoretically can influence tourist decisions in choosing a destination. This study uses a quantitative approach with a descriptive-verification method, where primary data is obtained by distributing questionnaires to respondents included in the Generation Z category and who have or have the potential to visit historical tourist destinations in Bandung. The data analysis technique used is Partial Least Square (PLS), because it is able to test the relationship between variables simultaneously and partially. The results show that tourist behavior simultaneously has a significant effect on interest in visiting historical tourist destinations. However, partial analysis shows that not all factors contribute equally. Social, personal, and psychological factors are proven to have a significant influence on the interest in visiting Generation Z. This indicates that social interaction, lifestyle, individual characteristics, and motivation and psychological needs are more dominant in encouraging Generation Z to choose historical tourism as a destination. On the other hand, cultural factors do not show a significant influence, indicating that cultural background is not a major consideration in Generation Z's travel decisions. This finding provides practical implications for managers of historical tourism destinations in Bandung City, namely the need to develop promotional strategies and service development that emphasize social aspects, personalization of experiences, and fulfillment of the psychological needs of Generation Z. Thus, the appeal of historical tourism can be improved and be more relevant to the preferences of the younger generation.  

This study aims to deeply examine the role and impact of AI implementation in the B2B sales process, including implementation challenges. The method used is a qualitative approach with descriptive studies, through a literature review of scientific journals, industry reports, and relevant previous studies. The analysis results show that the application of AI in B2B sales not only improves the accuracy of marketing strategies and lead conversion, but also strengthens the concept of value co-creation through collaboration between salespeople and AI systems. Technologies such as machine learning, predictive analytics, and NLP-based chatbots have been proven to accelerate sales cycles, expand service reach, and increase productivity by up to 30%. However, implementation challenges remain, including limited digital infrastructure, a lack of competent human resources, and organizational resistance to technological transformation. Therefore, optimal AI integration requires institutional readiness, adaptive strategies, and continuous investment in technology and human resource development. These findings provide theoretical and practical contributions to the development of AI-based B2B sales strategies, particularly in the context of the digital industry in Indonesia. Furthermore, the application of AI in B2B sales also opens up new opportunities for service personalization. With the support of real-time data analysis, companies can better understand the specific preferences and needs of their business partners. This enables the development of more targeted communication strategies and the enhancement of long-term relationships with business customers. AI also plays a role in reducing human error through automated systems that can validate data, provide predictive recommendations, and support faster and more accurate strategic decision-making. Furthermore, the adoption of AI in B2B requires clear regulations and governance, particularly regarding ethical data use and information security. Companies must be able to balance the use of technology to increase efficiency with the protection of privacy and consumer rights.

This study examines the perceptions of the Pucangadi Village community towards the educational children's program "SiBobo" broadcast by TVRI Central Java. This research uses a descriptive qualitative approach, with data collection techniques through in-depth interviews with fifteen informants selected purposively. Informants consisted of parents, teachers, and local residents who have views regarding the program. The purpose of this study was to explore the extent to which the program "SiBobo" is accepted and has a positive impact on the development of children in the community. The results showed that the program "SiBobo" is considered an entertaining and educational learning medium by the majority of informants. This program successfully conveys moral and social messages relevant to children's lives, such as the values ​​of togetherness, social awareness, and the importance of protecting the environment. This program is also considered able to attract children's attention in a fun way, making them interested in learning while playing. In addition, the content presented in this program can increase children's knowledge about local culture and wisdom, which is expected to increase their love for Indonesian culture. However, despite "SiBobo"'s high educational value, the presence of gadgets and children's preference for digital content, such as YouTube videos and game apps, often divert their attention from public television. Children are more interested in shows they can access anytime through their devices. This suggests that while television shows like "SiBobo" still play a significant role, competition from digital media presents a significant challenge. This study emphasizes the importance of revitalizing children's programming based on local values ​​and the need for more adaptive communication strategies to optimally convey educational messages.

In recent years, Micro, Small, and Medium Enterprises (MSMEs) have increasingly positioned themselves as one of the main pillars of the Indonesian economy, contributing significantly to employment opportunities, income distribution, and economic resilience. In the local context, Cifest Cikarang Selatan represents a dynamic marketplace where various MSMEs operate and directly interact with consumers. An interesting phenomenon emerges during holiday periods, when consumer behavior shows significant changes, especially in terms of purchasing methods and preferences between online and offline channels. This study aims to explore the transformation of consumer behavior, focusing on the comparative analysis of online and offline purchases, and to evaluate its broader implications for the sustainability and competitiveness of MSMEs operating at Cifest. The research adopts a descriptive and analytical approach, using both recent statistical data and supporting literature to provide a comprehensive understanding of the digital era’s influence on shopping patterns. The findings reveal that online purchases continue to grow rapidly due to convenience, wider product access, and promotional offers that attract customers. However, offline purchases remain relevant, particularly for consumers who value direct product inspection, immediate ownership, and social interaction within traditional marketplaces. For MSMEs, this shift presents both challenges and opportunities. Those that rely solely on conventional offline strategies risk losing competitiveness, while those able to integrate digital platforms with traditional sales methods demonstrate greater adaptability and potential for growth. Overall, this study concludes that the sustainability of MSMEs in Cifest Cikarang Selatan depends largely on their ability to embrace digital transformation without neglecting the strengths of offline interactions. By leveraging both channels strategically, MSMEs can not only survive but also thrive in the increasingly competitive market landscape shaped by evolving consumer behavior.

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

Tofu is one of the most widely consumed foodstuffs in Indonesia, enjoyed by nearly all social groups due to its affordability, nutritional value, and availability. As a processed product derived from soybeans, tofu has been an integral part of Indonesian diets for generations, with its consumption evenly distributed across regions. This study focuses on analyzing tofu consumption patterns in the Tenggarong sub-district, Kutai Kartanegara Regency, while specifically examining the influence of tofu and tempeh prices on tofu demand. Tempeh is included in the analysis as a comparative product due to its similarity in raw materials and market segment. The research employs a quantitative approach using multiple linear regression to determine the effect of the independent variables—price of tofu (X1) and price of tempeh (X2)—on the dependent variable, tofu demand (Y). Data were collected from relevant local sources through market surveys and secondary data records. The results indicate that both X1 and X2 have a measurable influence on Y, as reflected in the regression equation: Y = -50,178.37 + 20.48X1 + 2,488.09X2. The positive coefficient for tofu price suggests that, contrary to typical demand theory, an increase in tofu price in this specific market segment is associated with higher demand, which may indicate the influence of perceived quality or brand loyalty. Similarly, the positive coefficient for tempeh price implies that as tempeh becomes more expensive, consumers may substitute it with tofu, thereby increasing tofu demand. These findings highlight unique consumer behavior patterns in Tenggarong that may be influenced by cultural preferences, income stability, and market conditions. The study concludes that price dynamics between tofu and its substitute product, tempeh, play a significant role in shaping tofu consumption.

Exposure to food advertising, particularly UPF (Ultra-Processed Food), not only impacts children's short-term food choices but also influences the formation of long-term unhealthy eating habits. Several studies have found that advertising's influence on children is not only direct but is also reinforced by environmental factors such as family eating habits, peer influence, and food accessibility at home and school. For example, children who regularly watch television unsupervised or who have personal devices with internet access are more likely to be exposed to UPF advertising, which is typically designed with bold colors, cartoon characters, and memorable slogans. This makes children more susceptible to influence and develop preferences for the promoted foods. Furthermore, UPF advertising often features emotional messages or positive associations such as fun, friendship, and rewards, further strengthening its appeal to children. When these advertisements are repeatedly exposed, children can internalize these messages and make them part of their eating experience. In the long term, this risks causing children to associate unhealthy foods with comfort or happiness, which can trigger emotional eating and increase the potential for eating disorders and the risk of non-communicable diseases. Therefore, it is crucial to involve various stakeholders, including parents, educators, industry players, and policymakers, in building a healthy eating environment. Media literacy education for children is also a crucial step in equipping them to be more critical of advertising messages. Strict regulations on food marketing aimed at children, such as banning UPF advertising during children's broadcast hours, regulating the use of cartoon characters, and providing clear and easy-to-understand nutrition labeling, are important strategies to reduce the negative impact of UPF advertising on children's health in the long term.

This study aims to investigate the sensory characteristics and nutritional content of macarons with the addition of kecombrang flower essential oil (Etlingera elatior). The research was conducted to determine the effects of various concentrations of kecombrang flower essential oil (3%, 5%, and 7%) on macaron quality. The sensory attributes evaluated included color, aroma, taste, texture, and overall preference, while nutritional analysis focused on key macronutrients such as carbohydrates, sugar, fat, protein, and ash content. The sensory evaluation utilized a single-factor ANOVA and Duncan's multiple range test to compare the effects of the different concentrations of essential oil. The results indicated that the addition of 5% kecombrang essential oil yielded the most favorable sensory scores, with the highest ratings in color (4.20) and texture (4.29). Furthermore, aroma and taste were rated highly, confirming that this concentration enhanced the overall quality of the macarons. Although the likeability score did not show significant statistical differences between treatments, all treatments were generally categorized as “liked” by the panel. For the nutritional content analysis, the macaron sample with 5% essential oil was selected for testing through a proxy method. The results indicated that the macaron had a carbohydrate content of 46.31%, sugar content of 31.62%, fat content of 3.05%, protein content of 19.08%, and ash content of 0.14%. These findings are noteworthy, as the macaron with kecombrang flower essential oil showed lower carbohydrate and fat content compared to a typical macaron, while it exhibited higher protein content. These results suggest that macarons with kecombrang essential oil may offer a healthier alternative to conventional macarons, particularly for those seeking lower sugar and fat content in their diet.

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences.   

This study aims to determine and analyze the influence of product development, service quality, and pricing on sales volume at PT Indoqurma Sejahtera, East Jakarta. The background of this study is based on increasingly fierce business competition, especially in the trading industry, so companies need to identify factors that influence sales volume. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 50 employees directly involved in marketing and sales activities, using a saturated sampling technique. The research instrument was tested for validity and reliability before use. Data analysis was carried out using multiple linear regression using SPSS software version 19, which includes the classical assumption test, t-test, F-test, and coefficient of determination. The results show that the variables of product development and service quality do not have a significant influence on sales volume. This indicates that the company's product development efforts have not been fully able to increase market appeal or have not been in accordance with consumer needs. Similarly, the implemented improvements in service quality have not had a significant impact on increasing sales volume. In contrast, pricing has been shown to have a significant influence on sales volume. These findings indicate that consumers in PT Indoqurma Sejahtera's target market are highly price-sensitive, thus a competitive pricing strategy can be a key factor in driving sales. Based on these results, managerial implications include the need to reevaluate product development strategies and improve service quality to be more relevant to consumer needs and preferences. Furthermore, the company is advised to maintain and optimize its competitive pricing strategy to increase competitiveness and expand market share.  

This study investigates the influence of financial literacy and lifestyle on financial management among gym members at USB Fitness. Financial literacy refers to the ability to understand and apply financial concepts, while lifestyle encompasses spending patterns, consumption preferences, and daily habits. Low financial literacy combined with a high-consumption lifestyle can negatively impact personal financial management, potentially leading to poor budgeting, excessive debt, and limited savings.The research adopts a quantitative approach using a survey method, with data collected through structured questionnaires distributed via Google Forms. The population comprises 60 registered gym members, from which a sample of 52 respondents was determined using the Slovin formula with a margin of error of 5%. Data analysis techniques involve both partial (t-test) and simultaneous (F-test) hypothesis testing to assess the effects of the independent variables—financial literacy and lifestyle—on the dependent variable, financial management.The t-test results indicate that financial literacy has a positive and significant effect on financial management (t-count = 6.384 > t-table = 2.00958; p-value = 0.000 < 0.05), suggesting that higher financial literacy levels contribute to more effective personal financial practices. Conversely, lifestyle shows no significant effect on financial management (t-count = -0.013; p-value = 0.990 > 0.05), indicating that lifestyle variations among respondents do not directly determine their financial management capabilities.Simultaneous testing through the F-test reveals that financial literacy and lifestyle together have a significant influence on financial management (F-count = 21.333 > F-table = 3.191; p-value = 0.000 < 0.05). This suggests that while lifestyle alone may not significantly impact financial management, its interaction with financial literacy can influence financial outcomes.The study concludes that improving financial literacy among gym members is essential for enhancing financial management skills, while lifestyle modifications may only be impactful when supported by strong financial knowledge.

Customer loyalty is a crucial pillar in the banking industry, especially amidst increasingly fierce competition and rapid digital transformation. Loyalty not only reflects brand attachment but also reflects the level of customer trust and satisfaction with the services provided. This study aims to analyze the role of customer value and service quality in building customer loyalty, with customer satisfaction as an intervening variable. The study was conducted at the BRI Tabanan Branch using a quantitative approach. The research sample consisted of 383 respondents selected using the Krejcie and Morgan formula. Data were collected through questionnaires, interviews, and documentation, then analyzed using path analysis to examine the direct and indirect relationships between variables. The results show that customer value and service quality significantly influence customer satisfaction. Both variables also have a direct effect on customer loyalty, while also exerting an indirect effect through customer satisfaction as a mediating variable. In other words, increasing perceived value and service quality not only drives satisfaction but also strengthens loyalty, both directly and through the effects of satisfaction. These findings emphasize the importance of strategies to increase value and service quality as an effort to maintain loyalty amid changing customer preferences and digital disruption. For banking practitioners, the implications of this research can serve as a reference in designing more personalized, value-oriented, and technology-based service programs to increase long-term customer retention and strengthen competitiveness in an increasingly competitive market.

The current business world is developing in a fast and dynamic global economic environment, creating new challenges for business actors. In the marketing sector, this condition is characterized by increasingly fierce competition. Companies are required to adapt to diverse consumer preferences and needs. In the marketing process, several factors influence purchasing decisions, including store atmosphere, service quality, and product variety. This study aims to analyze the influence of store atmosphere and service quality on purchasing decisions, with product variety as a moderating variable. This study was conducted at the 3 Saudara Clothing Store in Tangerang Regency. The research population was all store visitors, with a sample of 155 respondents obtained using non-probability sampling techniques, specifically accidental sampling. Data collection was carried out through questionnaires, while data analysis used SmartPLS software version 4.0. The results of the study show: (1) Store atmosphere has a significant effect on purchasing decisions; (2) Service quality has a significant effect on purchasing decisions; (3) Product variety moderates the relationship between store atmosphere and purchasing decisions; and (4) Product variety moderates the relationship between service quality and purchasing decisions. These findings indicate that store atmosphere and service quality play a significant role in driving purchasing decisions, and this influence can be amplified through product diversity. Therefore, maintaining a comfortable and attractive store environment, improving service quality, and providing a wide product variety are important strategies for retail stores in facing increasingly competitive markets.

The rapid development of information technology has triggered significant changes in communication patterns, including in da'wah activities. Amidst digital dominance and the rapid flow of information, a da'wah approach relevant to the communication characteristics of Gen Z is crucial. Gen Z is known for its fast, interactive communication style and preference for digital media. Therefore, this community service program is designed to introduce da'wah as an effective two-way communication process in addressing these dynamics. The main objective of this program is to improve digital da'wah literacy and foster motivation and practical skills in creatively conveying Islamic messages through social media platforms. This community service activity is carried out through a series of activities, including outreach, interactive discussions, and practical simulations for creating digital da'wah content. The outreach is intended to provide a basic understanding of da'wah in a digital context. Interactive discussions allow participants to share views and understand how da'wah can be carried out effectively in cyberspace. Meanwhile, the da'wah content creation practice provides participants with the opportunity to directly engage in creating da'wah messages that can be disseminated through social media. Evaluation of the activity is carried out through pre- and post-tests held before and after the program implementation. The analysis results showed an increase in participants' understanding of more than 35% across all tested indicators. The highest increase (56.3%) was recorded in their understanding of the importance of two-way communication in da'wah. Previously, many participants considered da'wah to be an activity limited to religious leaders. However, after participating in this program, they began to understand that da'wah is a task for every individual, and can be carried out through media closely related to their daily lives. Overall, this program succeeded in increasing knowledge, critical awareness, and enthusiasm for contextual da'wah among Gen Z.

Employee shift scheduling in the hospitality industry remains a critical yet complex task due to fluctuating operational demands, fairness requirements, and labour regulations. Many hotels still rely on manual scheduling methods, which are time-consuming and prone to biases, particularly in ensuring fair workload distribution across employees. Despite numerous studies on workforce scheduling, limited attention has been given to integer linear programming (ILP) models that address gender-based restrictions and operational fairness simultaneously in real-world hotel contexts, especially in developing regions such as Central Java. This study proposes an Integer Linear Programming (ILP) model to generate optimal shift schedules for hotel staff over a 31-day planning horizon. The model incorporates operational constraints, including one shift per day, gender-based restrictions (which prevent female staff from working night shifts), availability, minimum staffing levels, and fairness in workload distribution. Key parameters and binary decision variables were defined to ensure compliance with the hotel's specific requirements. Empirical data were collected from a hotel in Central Java involving 20 employees, and the model was implemented using Python with a Gurobi solver. The ILP model successfully generated optimal schedules in under 10 seconds, significantly outperforming the manual method, which required over 4 hours. While the manual schedule resulted in an imbalance where some employees worked over 27 days and others only 22, the ILP approach enforced a strict maximum of 26 working days for all staff. Furthermore, the fairness index (FI) improved from 19.2% in the manual method to 0% in the ILP-generated schedule, indicating complete equity in workload allocation. The proposed ILP model demonstrates its effectiveness in improving scheduling fairness, operational efficiency, and compliance with labour policies. This work not only addresses a critical research gap in hospitality scheduling practices in Indonesia but also offers a replicable framework for other labour-intensive service sectors. Future research may explore multi-objective extensions incorporating employee preferences, satisfaction, and dynamic demand fluctuations.