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Adapting to students’ learning styles is a key factor in enhancing the effectiveness of higher education, particularly in Informatics programs where learning preferences vary widely. This study aims to segment students based on their learning styles using the K-Means clustering algorithm, guided by the VARK model (Visual, Auditory, Read/Write, Kinesthetic). Data were collected from 130 Informatics students, including information on their learning preferences, and processed through normalization techniques. The optimal number of clusters was determined using the Elbow Method and Silhouette Score, and subsequent cluster interpretation was conducted. The results identified three dominant clusters, each representing distinct learning behavior patterns. These clusters were analyzed to recommend tailored instructional strategies for each group. Specifically, Visual learners were found to benefit from graphic-heavy materials, Auditory learners preferred lectures and discussions, Read/Write learners thrived on written content and detailed notes, while Kinesthetic learners responded best to hands-on activities. The findings support the development of adaptive, data-driven teaching approaches that align with the actual learning tendencies of students in Informatics. Moreover, the study demonstrates that the K-Means method is effective in systematically identifying student learning profiles, which can be used to inform instructional improvements. This personalized approach to teaching could significantly enhance learning outcomes by providing students with the most effective educational experiences tailored to their individual learning styles

This study aims to analyze the communication strategies implemented by the public relations department of the Surakarta Al-Qur'an Interpretation Council (MTA) in promoting MTA TV to the public. MTA TV, as a medium for preaching, plays an important role in spreading Islamic teachings in accordance with the Qur'an and Sunnah. This study uses a qualitative descriptive approach with data collection through in-depth interviews, observation of social media, and documentation of promotional materials. The results show that the MTA Surakarta public relations department implements a communication strategy that includes five stages: research, planning, implementation, measurement, and reporting. In the research stage, MTA Surakarta's public relations conducts research to determine the preferences of the community. In the planning stage, MTA's public relations holds monthly meetings to plan da'wah programs. The implementation stage is carried out through various media, including radio, television, and social media, which are intensively promoted on digital platforms. In the measurement stage, MTA's public relations uses the “Halo Mediaku” program to receive feedback from the audience. The reporting stage involves the community in evaluating the quality of the broadcasts. This study shows that the communication strategy of MTA Surakarta's public relations has been implemented well, but it is recommended that audience research be further improved and interactive digital platforms such as live streaming be utilized to reach a wider audience

This design project is motivated by the low public interest in sports and the limited availability of sports facilities, creating a need for a sports hall that is both effective and efficient in enhancing the community’s quality of life. However, the mere provision of a sports facility is not sufficient; considerations such as building orientation, opening design, and airflow circulation are essential to create an optimal environment for sports activities. Therefore, the tropical architecture approach serves as the primary design basis for the sports hall in Asahan Regency. The aim of this design is to support a healthy lifestyle and improve the quality of life of the local community through comfortable and safe sports activities. The design method adopts a qualitative approach, with data collected through interviews and field observations to understand the needs and preferences of the community. The design also reflects local identity through a mass transformation inspired by the shell form, symbolizing the city of Asahan. The shell structure system is known for its slenderness, making it lightweight and efficient, while its curvature ensures even load distribution. This approach can serve as a model for future sports facility developments in Asahan Regency. This sports hall is expected to become a central hub for athletes in Asahan, providing optimal training facilities to improve their performance. With a modern building and complete facilities, the community can engage in sports activities more comfortably and safely, thus increasing public interest in sports and enhancing overall well-being. This design also aims to promote awareness of the importance of a healthy lifestyle through an effective and efficient sports center.

This study discusses the application of the K-Means Clustering algorithm in the car rental ordering system. The objective is to help group booking data based on certain patterns such as car type, booking frequency, and rental duration. The clustering results are expected to improve service efficiency and help companies better understand customer preferences. The research was conducted using historical car rental booking data from a rental company. The results show that the K-Means method can successfully cluster booking data into several useful clusters for business decision-making. This extended paper also explores theoretical concepts of clustering, related studies, limitations of the method, and potential future enhancements such as integrating predictive analytics. It highlights the importance of transforming large volumes of raw booking data into actionable business intelligence to support marketing strategies, fleet management, and customer segmentation.  

This study aims to explain and test hypotheses regarding the influence of customer experience and product variation on consumer purchase decisions at Mie Judes Sambi Kediri, with brand image as a mediating variable. This research uses an associative approach with a quantitative method. The sampling technique employed is purposive sampling, involving 100 respondents who are consumers of Mie Judes Sambi. Data were collected through questionnaires, observations, documentation, and literature studies. The analysis technique used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS), processed using SmartPLS version 4.1.1.2, which includes testing the outer model, inner model, and hypothesis testing. The results of the study indicate that customer experience and product variation have a positive and significant effect on brand image and purchase decisions. Brand image also has a significant influence on purchase decisions. Furthermore, brand image is proven to significantly mediate the influence of customer experience and product variation on purchase decisions. These findings affirm that enhancing customer experience and providing product variations that align with consumer preferences play a crucial role in building a strong brand image, which ultimately impacts consumer purchase decisions at Mie Judes Sambi Kediri.

Before entering marriage, a person will generally choose a partner who meets their criteria. Choosing a partner is not something to be done carelessly, as this decision has a significant impact on the journey of the household and the harmony of the relationship in the future. Factors influencing partner selection can be very diverse, ranging from personal values, social environment, to the influence of developments in the times and mass media. One popular cultural phenomenon that also influences is K-Pop. For some people, a deep interest in K-Pop idols or artists can form certain standards or criteria in choosing a life partner. This study aims to determine the influence of idol worship on partner selection preferences among early adult female K-Popers in West Sumatra. The study subjects were 120 people selected using a snowball sampling technique. The study used a quantitative method, with instruments in the form of an idol worship scale and a partner selection preference scale compiled by researchers based on the dimensions of idol worship by Cheung and Yue (2018) and aspects of partner selection preferences by Townsend and Roberts (1993). The results of a simple linear regression analysis indicate that, in general, idol worship has no significant effect on partner choice preferences (sig = 0.405 > 0.05). However, when examined by dimension, attachment (sig = 0.002 < 0.05) and idealization (sig = 0.001 < 0.05) significantly influence partner choice preferences. This finding indicates that emotional aspects and idealization of idols can shape the criteria or ideal image of a desired partner, although idol worship does not have a direct effect overall.

Diabetes Mellitus is a metabolic disorder marked by hyperglycemia resulting from the body's failure to synthesize insulin. Nutritional therapy is effective in controlling glucose levels by providing low glycemic index and high in antioxidant foods, including sweet potatoes and red beans. The primary objective of this study was to elucidate the influence of wheat flour replacement with composite flour consisting of sweet potato and red bean flour on anthocyanin content and the sensory preferences of muffins. A single-factor completely randomized approach was used in this experimental investigation. The treatment involved substituting wheat flour with a composite flour consisting of sweet potato and red bean flours, in the following ratios: 30:20:50 (F1), 30:35:35 (F2), 30:50:20 (F3), and 100:0:0 (F0, control). Anthocyanin content was analyzed using the differential pH method, while sensory preferences were evaluated by 30 semi-trained panelists using a hedonic scale test. The results showed that substituting wheat flour with composite flour high in sweet potato content increased anthocyanin levels. However, the substitution of wheat flour generally reduced the overall sensory preference for muffins. Despite this, formulations with a higher proportion of sweet potato flour improved the preference scores. In conclusion, the substitution of wheat flour with composite flour rich in sweet potato increased anthocyanin content and improved sensory preferences for color, aroma, and taste in muffins

This study aims to analyze consumer preferences for purchasing organic products in Bandar Lampung City. With increasing awareness of the importance of a healthy lifestyle and environmental sustainability, organic products are increasingly popular among consumers. This study uses a quantitative approach with a survey method to collect data from consumers who purchase organic products in various markets and shops in Bandar Lampung City from November to December 2024. The variables analyzed include factors that influence purchasing decisions, namely age, education level, gender, frequency and location of purchase, and sources of information about organic products. The results show that consumers of organic products are aged between 18-56 years, with the majority being female and from those with higher education (bachelor and postgraduate). Consumers prefer organic products because of health considerations and better quality compared to conventional products. However, higher prices and product availability are inhibiting factors in purchasing organic products. This study provides important insights for organic product producers and marketers in designing more effective marketing strategies, as well as contributing to the development of the organic product market in Bandar Lampung City.

The existence of a new design of this sortali is able to provide satisfaction to users in Batak Toba cultural events themselves. This writing aims to tell an interesting design in the more modern development of sortali. The design results in the form of a documentary video that provides information related to the existence of a new design on sortali that is ready to be used for major Batak Toba cultural events, especially weddings. The new design of sortali in Batak Toba culture brings fresh perspectives to the traditional accessory, which has long been a symbol of cultural pride and identity. The updated design not only maintains the core values of Batak Toba craftsmanship but also integrates modern touches that cater to the preferences of today’s younger generation. This innovative approach is expected to meet the demands of Batak Toba cultural events, where authenticity and tradition are highly valued, while also introducing a more contemporary aesthetic that appeals to a wider audience. The documentary video serves as an informative tool to highlight this evolution in sortali design. Through engaging visuals and interviews with local artisans and cultural experts, the video offers an in-depth look at the process of redesigning this iconic piece of cultural attire. It sheds light on the challenges and successes of merging tradition with modernity, demonstrating how the new design respects Batak Toba heritage while embracing innovation. By featuring real-life applications of the redesigned sortali in major cultural events, especially weddings, the video illustrates its functionality and versatility in contemporary settings. Moreover, the design of the new sortali is not just about aesthetics; it is also a statement about preserving cultural heritage in the face of modernization.

Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

Currently, the use of data mining technology has become essential in enhancing business management efficiency, including in the trending coffee shop industry. Data mining allows business owners to analyze sales information in depth, enabling more accurate decision-making regarding inventory management, promotions, and sales strategies. This study aims to implement the Apriori algorithm to analyze sales data at Menrabic Coffee Shop. The Apriori algorithm is used to discover association patterns or relationships between products frequently purchased together by customers, which can assist management in providing inventory that aligns with customer preferences. The research method illustrates the detailed implementation process of the Apriori algorithm, starting from sales data collection, data cleaning, programming, and analysis of the results. The implementation uses web programming languages such as HTML, CSS, MySQL, and JavaScript, while back-end logic is programmed with PHP. The results of applying this algorithm reveal the most popular sales patterns among customers, providing valuable insights for management to improve operational performance and customer satisfaction. Therefore, this study demonstrates that applying data mining with the Apriori algorithm can be an effective tool for understanding consumer behavior and supporting data-driven decision-making at Menrabic Coffee Shop. By utilizing these insights, management can optimize inventory, enhance sales strategies, and ultimately increase overall business efficiency.

Animation has transcended its traditional association with children’s entertainment and emerged as a dynamic global medium that resonates with audiences across age groups. Beyond its role as a form of visual amusement, animation demonstrates significant potential in conveying meaningful narratives and creating emotional engagement through carefully crafted aesthetic experiences. A central element in the animation process is character design, where the combination of shape, color, and expression not only determines visual appeal but also functions as a medium for reflecting personality and emotional depth. This study aims to investigate the relationship between personal interests and personality traits in shaping visual preferences toward animation illustrations among children and adults. Through a literature review, the research highlights how individual interests—deeply influenced by developmental needs, social environment, and past experiences—play a crucial role in guiding aesthetic choices. Findings suggest that children are typically drawn to characters with simplified forms, bright and saturated colors, and exaggerated expressions that facilitate recognition, comprehension, and emotional connection. Conversely, adults tend to prefer more complex designs, incorporating nuanced emotional cues, realistic proportions, and layered symbolism that align with mature cognitive and emotional processing. The comparison underscores the importance of audience segmentation in animation design, particularly in creating characters that are not only visually engaging but also resonate with psychological and emotional expectations. By recognizing and addressing the distinct preferences of different age groups, animators and illustrators can develop content that is more contextually relevant, immersive, and capable of fostering long-term audience attachment. Ultimately, this study emphasizes that effective animation character design extends beyond technical artistry; it requires a deep understanding of human psychology, cultural influences, and the evolving nature of visual engagement across the lifespan.

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.

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 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.

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.

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.

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.

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.