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Safira Fegi Nisrina; Nisrina, Safira Fegi; Mulyono Mulyono; Basuki Rahmat

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

The problems in rice fields are complex and varied, depending on geographic location, rice variety, and growing season. Pests often cause serious economic losses. The Solar Sonic Repeller is an innovative portable pest control device designed to address pest problems by utilizing renewable energy, specifically solar energy. This product aims to offer an environmentally friendly and efficient solution. It works by emitting ultrasonic sound waves with a frequency of 30,000–40,000 Hz. The device's advantages lie in its portability and energy independence, thanks to the use of a charging module powered by an integrated photovoltaic (PV) panel with automatic battery charging during the day. The first test measured the output frequency using an oscilloscope to verify that the oscillator circuit produced waves at the specified frequency. The second test measured the device's effectiveness by examining the pest response to the device at various distances. This test was effective within a maximum radius of approximately 14 m from the center point, covering a rice field area of ​​250 m2.

I Gusti Agung Made Yoga Mahaputra; I Gusti Agung Made Yoga Mahaputra; Putri Alit Widyastuti Santiary; I Ketut Swardika

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

Indonesian Sign Language (BISINDO) serves as a primary communication medium for the deaf community; however, limited public understanding often creates barriers during daily interactions. This study aims to develop a real-time BISINDO word-level translation system using hand landmark extraction and temporal modeling with Long Short-Term Memory (LSTM). The system employs MediaPipe Hands to detect 21 hand landmarks per frame, which are then processed as sequential motion patterns to classify five BISINDO words: saya, terima kasih, maaf, nama, and kamu. A total of 250 gesture samples were recorded under controlled lighting conditions as the primary dataset. The processed sequences were used to train the LSTM model, which was subsequently integrated with an ESP32 microcontroller and a DFPlayer Mini module to produce direct audio output. Experimental results show that the model achieved an average accuracy of 86%, with precision and recall values ranging from 0.81 to 0.94. The confusion matrix analysis indicates that most gestures were correctly classified, although some errors occurred in gestures with similar initial motion trajectories. Integration testing demonstrated an average system latency of 3.8 seconds and an audio output success rate of 85%. These findings indicate that the proposed system is capable of translating BISINDO word-level gestures accurately, responsively, and consistently in real-time conditions. This study provides a strong foundation for the broader development of sign language translation systems, with potential enhancements in vocabulary expansion, multi-user datasets, and hardware optimization for deployment in real-world environments.

Ryzal Nur Alvandy; Ryzal Nur Alvandy; Arita Witianti

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

The rapid expansion of e-commerce in Indonesia has resulted in a significant rise in the number of customer reviews, which serve as a valuable source of insight for understanding consumer satisfaction. This study aims to classify or identify sentiments from product reviews on the Tokopedia platform into three categories, using the Support Vector Machine algorithm. The classification method data were ethically collected through web scraping and include review text, ratings, and the number of “likes.”  The preprocessing stage involved several NLP techniques such as pre-procesesing data representation was generated using the Term Frequency–Inverse Document Frequency method, while the issue of class imbalance was addressed using the Synthetic Minority Over-sampling Technique.  Based on the test results, the SVM model achieved an accuracy of 79.48% on the test data using a linear kernel, showing the best performance in classifying positive sentiments. However, the classification of neutral and negative sentiments still requires improvement. This study demonstrates that the combination of the TF-IDF method, additional numerical features, and data balancing techniques can produce an an efficient sentiment analysis model within the e-commerce domain.

I Gede Pramana Ade Saputra; Prastyadi Wibawa Rahayu; Gerson Feoh

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

Penelitian ini bertujuan merancang dan mengembangkan Sistem Informasi Penjualan berbasis web untuk Gerai Oleh-Oleh Bali yang selama ini masih menggunakan pencatatan manual dengan buku besar dan perhitungan menggunakan kalkulator. Sistem manual tersebut menyebabkan risiko kesalahan pencatatan, lambatnya proses pencarian data, serta kesulitan dalam pengarsipan data penjualan, pembelian, pemesanan, dan pengelolaan stok barang. Penelitian menggunakan metode pengembangan perangkat lunak Waterfall dengan pendekatan pemodelan Unified Modeling Language (UML). Tahapan yang dilakukan meliputi analisis kebutuhan melalui wawancara dengan pemilik gerai, perancangan sistem (Use Case Diagram dan Class Diagram), implementasi, pengujian unit, pengujian sistem menggunakan metode black-box testing, serta tahap pemeliharaan (maintenance). Sistem yang dibangun mencakup fitur login, dashboard, pengelolaan data master (supplier dan barang), transaksi penjualan dengan dukungan scan barcode, transaksi pembelian, laporan penjualan dan pembelian, serta pengelolaan user. Hasil pengujian black-box menunjukkan seluruh test case berstatus Valid dan sistem berfungsi sesuai harapan. Pada tahap maintenance dilakukan contoh corrective maintenance dengan perbaikan bug pada query laporan penjualan harian.Sistem informasi penjualan berbasis web yang dihasilkan mampu mempercepat proses transaksi, mengurangi kesalahan manusia, meningkatkan akurasi data, serta memudahkan pengelolaan stok dan pembuatan laporan secara real-time. Implementasi sistem ini memberikan solusi efektif bagi Gerai Oleh-Oleh Bali dalam meningkatkan efisiensi operasional dan interaksi dengan pelanggan.

Mukhlis Ainur Rahman; Nuru Aini; Nor Halimah; Siti Nur Khofifah; Devita Sari +3 more

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

Perkembangan sistem informasi seiring dengan kemajuan teknologi informasi yang signifikan, berperan dalam penyimpanan, pengelolaan, dan pendistribusian informasi. Salah satu contohnya adalah dalam pengelolaan data instalasi kabel serat optik. Dinas Komunikasi dan Informatika Bangkalan, sebagai instansi pemerintah, menghadapi tantangan dalam pencatatan data serat optik yang masih dilakukan secara konvensional menggunakan perangkat lunak Excel. Untuk mengatasi masalah ini, peneliti merancang dan mengembangkan "Sistem Informasi Instalasi Kabel Serat Optik di Kabupaten Bangkalan." Tujuan dari sistem ini adalah untuk meningkatkan efisiensi dan efektivitas dalam pengelolaan data, menyederhanakan proses pencatatan, dan mempercepat akses informasi kepada pihak terkait. Hasil pengelolaan data dalam sistem informasi ini mencakup empat proses utama: pengelolaan data titik instalasi, pengelolaan data lokasi, pengelolaan data pengguna, dan pengelolaan data kecepatan internet. Penerapan metode waterfall dalam perancangan sistem informasi ini memberikan solusi untuk meningkatkan efisiensi dan efektivitas dalam pengelolaan data. Perancangan sistem informasi ini terdiri dari lima (5) perancangan utama yaitu: 1) Menampilkan halaman pengunjung ketika aplikasi diakses, 2) Menerima dan mengolah data berdasarkan tindakan CRUD (create, read, update, delete), 3) Melakukan verifikasi data login dan menampilkan pesan error apabila data login salah, 4) Menyediakan fitur pencarian data, dan 5) Menghasilkan laporan data instalasi.

Robi Arianto; Robi Arianto; Yani Ridal; Rosnita Rauf

Jurnal Elektronika dan Komputer 2025 STEKOM PRESS

Given the great benefits of electrical energy, the availability of electrical energy sources is limited. Currently, the availability of electrical energy sources is not able to meet the increasing demand for electricity in Indonesia. The high use of electrical energy in daily life will have a negative impact on the environment. Therefore, to maintain the sustainability of energy sources, it is necessary to pursue strategic steps that can support the provision of electrical energy optimally and affordably, This study aims to find out how much total energy is used by the Energy Consumption Index (IKE) on electrical energy from the influence of electrical power and the length of time of use of electrical energy at SMK Negeri 2 Lubuk Basung, Lubuk Basung District, Agam Regency. This study aims to determine the value of energy consumption used or Energy Consumption Index (IKE) and energy saving opportunities at SMK Negeri 2 Lubuk Basung, Lubuk Basung District, Agam Regency. The results of this study are for the IKE value of the first floor which is 1.71 kWh/m2, for the IKE value of the second floor which is 0.03 kWh/m2, for the IKE value of one building, which is with a value of 1.74 kWh/m2, for the annual IKE of 0.022 kWh/m2/year and for the value of energy-saving opportunities of IDR 651 646/month IDR 7 819 755/year.

Evwiekpaefe, Abraham Eseoghene; Chinyio, Darius Tienhus; Tohomdet, Loreta Katok

Journal of Computing Theories and Applications 2025 Universitas Dian Nuswantoro

This study developed and evaluated an AI-integrated Virtual Reality (VR) system designed to enhance personalized learning in higher education. While VR improves engagement, existing systems often lack adaptivity or experience high latency during AI interactions. To address these limitations, this research introduces a novel integration of a cache-optimized Llama 2 Large Language Model (LLM) that delivers real-time, motivationally grounded feedback. The system was implemented using Unity 3D and validated with 50 undergraduate students. Technical validation showed that the cache layer reduced interaction latency from 17.7 ms to 14.2 ms and maintained zero system crashes throughout the pilot. Learner motivation was assessed using Keller’s ARCS model, yielding mean scores ranging from 4.08 to 4.69 across all dimensions. Independent t-tests (p > 0.05) and negligible effect sizes (Cohen’s d < 0.2) revealed no significant difference between technical (ICT) and non-technical (Physics) students. These findings confirm that the proposed system effectively bridges technological and motivational gaps, providing a robust model for adaptive, immersive education.

Syam, Nasruddin; Akbar, Nurlina; Hamzah, Wardiah; Sulaeman, Ulfa; Abdul Muhdi Ardiansar AK +2 more

Jurnal Pengabdian dan Pembangunan Lokal 2025 Lembaga Pengembangan Kinerja Dosen

Food safety is crucial for public health, particularly in rural areas with limited access to information and food additive (BTP) detection tools. The PKK group in Borisallo Village faces challenges due to low awareness about the dangers of BTP such as formalin, borax, Rhodamin B, methanol yellow, and synthetic sweeteners, as well as limited skills in detecting these substances. This Community Service (PKM) program aims to enhance the knowledge and skills of PKK members through education and training on natural BTP detection and food processing. Methods include counseling, demonstrations using organoleptic and household tests, and practicing with natural alternatives for preservatives, sweeteners, and food colorings. Results showed a significant increase in participants' understanding and detection ability, as seen in the pretest and posttest evaluations. The provision of portable stoves and pans also ensures sustainability of the activities. This program strengthens the PKK's role in food safety supervision at the village level and suggests further training, additional detection tools, and more collaboration with health centers and local governments to sustain the initiative.

Al Nufus, Hafiz; Paramitalaksmi, Ratri

Jurnal Pengabdian Masyarakat dan Transformasi Kesejahteraan 2025 Lembaga Pengembangan Kinerja Dosen

The mentoring program was implemented to address issues related to the low practice of financial recordkeeping and the suboptimal utilization of digital marketing among Aisyah Laundry MSMEs in Dusun Gatak. The objective of this activity was to implement a simple financial recording system, build a basic understanding of the separation between personal and business finances, and introduce digital marketing strategies aimed at enhancing business management effectiveness. The methods employed included a participatory approach through initial condition observation, socialization of the benefits of recordkeeping, training in the use of simple bookkeeping formats, digital content training, and outcome evaluation. The results demonstrated a significant improvement in the regularity of daily transaction recording, administrative skills, and the establishment of a more systematic financial management pattern. In the marketing aspect, activation of the business’s Instagram account contributed to expanded service information outreach, increased customer interest, and a shift in the business owner's perspective regarding the importance of digital media. These findings affirm that hands-on mentoring is effective in improving financial and digital literacy among MSMEs and in encouraging sustainable changes in business behavior.

Nurul Hidayat; Gea Dilah Hermila; Jesika Dela Maharani; Fahrul Ilham Muhti; Owen Petit +3 more

Jurnal Pengabdian kepada Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

Nutritional problems in toddlers remain a public health challenge in Indonesia, including in Tarakan City, North Kalimantan. The 2018 Basic Health Research (Riskesdas) data shows a high prevalence of malnutrition, severe malnutrition, and stunting in toddlers, with data showing that based on the body weight index (BB/A) the prevalence of malnourished toddlers is 3.9% while 13.8% of toddlers are undernourished. Based on the height-for-age (H/A) index, there are 11.5% of toddlers with very short nutritional status and 19.3% of toddlers with stunted nutritional status. Meanwhile, based on the weight-for-height (BB/H) index, the proportion of very wasted children is 3.5%, undernourished children are 6.7%, and overweight children are 8% (Riskesdas, 2018). Because of these problems, early nutrition education efforts are needed. This community service activity aims to increase the knowledge of toddler mothers about the importance of balanced nutrition for children, especially through the use of UHT milk as a nutritional supplement, as well as strengthening the role of integrated health posts (Posyandu) in monitoring child growth and development. Thus, this community service activity contributes to raising public awareness of the importance of meeting toddler nutritional needs and is expected to support government programs to reduce the prevalence of stunting in Tarakan City.

Firno Hadi; Suherman Suherman; Abdurrahman Mansyur; Muh. Mahrup Zainuddin Sabari; Riska Julianti Ade Lismula

Jurnal Pengabdian kepada Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The Nanga Sira Mangrove Forest Tourism Area is an ecotourism destination with significant natural potential that has not been utilized optimally. The managing community faces constraints in aspects of digital marketing, educational content development, governance, and supporting facilities. This community service program aims to implement strategic collaboration between higher education institutions and the community to increase tourist visits through a participatory action research approach. The implementation method includes four main stages: observation, participatory planning, activity implementation, and monitoring and evaluation. Core activities conducted include digital marketing training and creative content creation, development of environmental conservation education materials, improvement of tourism governance systems, and physical infrastructure enhancement. Evaluation results show a significant increase in community capacity with a 75% rise in social media interactions and 40% growth in tourist visits over a two-month period. This program successfully proves that the higher education-community collaboration model is effective as a strategy for sustainable tourism development. Recommendations include the importance of continuous mentoring and the development of more innovative tourism packages.

Minan Nur Rohman; Mokhamad Nurhadi; Nurus Safa’ah; Suhartono Suhartono

Jurnal Ilmu Kesehatan Umum, Psikolog, Keperawatan dan Kebidanan 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Anxiety is an emotional response that children often experience when facing medical procedures, including circumcision. Unresolved anxiety can have a negative impact, such as increasing pain, disrupting the process of action, and causing trauma. Non-pharmacological efforts such as audiovisual administration and puzzle game therapy can be used to reduce anxiety. This study aims to analyze the difference in anxiety levels in pre-circumcision children between audiovisual giving and puzzle games at Pondok Khitan, Bancang Village, Tahulu Village. Research design using quantitative with post test design only design. The research population is pre-circumcision children at Pondok Khitan, Bancang Hamlet, Tahulu Village with a sample of 40 respondents taken with the purposive sampling technique. Consists of 20 children of the Audiovisual group and 20 children of the Puzzle Game Group. The research instrument is in the form of a child anxiety questionnaire. The research results were analyzed using the Mann-Whitney test with a significance level of α = <0,05 with an Asymp value. Sig. (2-tailed) = 0.029 < 0.05. the mean rank value of the Audiovisual group of 24.23 and the Puzzle Game group of 16.77 shows that the Puzzle Game is more effective in minimizing anxiety in pre-circumcision children which means H1 is accepted. The discovery of meaningful differences between Audiovisual and Puzzle Games towards anxiety so that the technique can be used as an interactive educational medium.

Trisnawati, Tri Endang; Fadillah, Nurul; Azwa, Nurul; Yulastri, Resti

Jurnal Budi Pekerti Agama Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The advancement of digital technology encourages the need for innovative learning strategies capable of strengthening students’ moral character amid the decline in discipline, responsibility, and empathy among learners. This study aims to analyze how project-based digital storytelling influences the improvement of students’ morals and how its implementation process occurs within an educational context. The research method used is library research by examining books, journals, and relevant scientific sources related to students’ moral development, project-based learning, and digital storytelling. The analysis was conducted through content analysis to identify key concepts, findings from previous studies, and the relationship between storytelling strategies and the internalization of moral values. The results indicate that digital storytelling is effective as a learning medium because it can integrate cognitive, affective, and technological aspects into a meaningful learning experience. Through the processes of planning, scriptwriting, digital production, and project presentation, students are actively involved in understanding and internalizing moral values such as honesty, empathy, responsibility, and discipline. In addition, digital narratives can build emotional connectedness that strengthens moral feeling and encourages students’ moral action in daily life. These findings imply that project-based digital storytelling can serve as an innovative pedagogical strategy to reinforce character education in schools, especially in facing the challenges posed by technological development and behavioral changes in the digital generation.

Muhammad Farij Al-Kahfi; Mahmud Arif; Ridwan Faqih Sihono

Jurnal Budi Pekerti Agama Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The development of modern scientific knowledge, which tends to be secular, has created a dichotomy between religious sciences and general sciences within Islamic education systems. This condition has encouraged the emergence of the idea of the Islamization of knowledge as an effort to restore knowledge to a tawhidic framework. This study aims to examine how the concept of the Islamization of knowledge is represented in Ahmad Tafsir’s book Filsafat Pendidikan Islami. This research employs a qualitative library study using content analysis and a philosophical approach to both the primary text and supporting literature. The findings show that although Ahmad Tafsir does not explicitly use the term “Islamization of knowledge,” the idea is strongly reflected in his construction of epistemology, his concept of the human person, the curriculum, and the educational processes he proposes. At the epistemological level, Tafsir positions revelation as the highest source of value that guides reason and experience, aligning with the principles of the Islamization of knowledge that reject secularist assumptions in the development of knowledge. In the domain of curriculum and educational design, the integration of religious sciences and modern sciences becomes a foundational principle that eliminates the dichotomy of knowledge and emphasizes a tawhidic orientation. The educational process is understood as a space for value internalization, character formation, and moral exemplarity, uniting knowledge with ethics. This study concludes that Ahmad Tafsir’s thought provides an important contribution to the development of an integrative Islamic educational paradigm rooted in tawhid while remaining responsive to the dynamics of modern scientific knowledge.

Uswatun Hasanah Sofyan; Sarah Sakhowah; Randy Zahran; Al Fathir Rahman Zulkarnain

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

This study aims to explore students’ perceptions of the implementation of the Pancasila Student Profile Reinforcement Project (P5) based on deep learning within the Islamic Religious Education (PAI) subject at SMA Fajrul Islam. This research employs a descriptive qualitative method with data collected through in-depth interviews, observations, and documentation. Interviews were conducted with 10 students from grades X and XI. The findings indicate that students perceive the deep learning–based P5 as a more meaningful and enjoyable learning process. They reported feeling more motivated to participate in project activities. However, several students also mentioned challenges such as the need for more intensive guidance, differences in group members’ discipline, and project-related costs that they considered burdensome. Overall, students’ perceptions of this learning model are positive, as it is viewed as effective in enhancing understanding, participation, and character development in alignment with the goals of the P5 program.  

Zahra Nur Fadzilah; Ikhwanudin Alya Rahman; Salwa Nafiah

Karakter : Jurnal Riset Ilmu Pendidikan Islam 2025 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

The rapid rise of Indonesia’s digital economy is changing how people participate as citizens and how their consumer rights are protected. This study explores the legal dimensions of digital citizenship through a normative juridical review of the Consumer Protection Law, the Electronic Information and Transactions Law, and the Personal Data Protection Law. Although these laws provide basic safeguards, significant problems remain such as data privacy violations, unclear algorithmic practices, cross-border legal barriers, and deceptive online advertising. Low public legal awareness and the absence of a unified dispute-resolution system further leave consumers vulnerable to powerful global digital platforms. The study argues that stronger protection requires embedding digital citizenship principles into Indonesia’s legal framework, harmonizing national rules with international standards, enhancing platform oversight, and improving digital literacy. In conclusion, a flexible and forward-looking legal approach is crucial to making consumer protection a core part of digital citizenship and ensuring public trust and human rights in the digital era.

Arwenda Adyratna Putri D; Aprilia Dian Evasari; Endah Kurniawati

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

The development of the batik industry today requires business actors to be able to implement effective marketing strategies in order to increase competitiveness and encourage consumer purchasing decisions. This study aims to analyze the effect of promotion, product innovation, and digital marketing on purchasing decisions for Batik Lochatara products in Wates, Kediri Regency. This research uses a quantitative method with a survey approach through distributing questionnaires to Batik Lochatara consumers in Wates, Kediri Regency. The analysis techniques used in this study include multiple linear regression, partial test (t test), simultaneous test (F test), and the coefficient of determination to determine the contribution of each independent variable to the dependent variable. The results of this study indicate that partially promotion, product innovation, and digital marketing have a positive and significant effect on purchasing decisions. While simultaneously, the three variables are also proven to have a significant influence on purchasing decisions with an adjusted R-square value of 0.743 or 74.3%. This means that purchasing decisions at Batik Lochatara can be explained by promotion, product innovation, and digital marketing by 74.3%, while 25.7% is influenced by other factors not studied. This finding confirms that the right promotional strategy, continuous product innovation, and digital marketing optimization are important factors in increasing consumer interest and purchasing decisions for local batik products in modern markets.

Diana Zumrotus Sa’adah; Farhan Zaldi; Syahrul Ramadhan; Redial Naku Lanye; Dio Rizki Akbar +1 more

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

The utilization of Artificial Intelligence (AI) in the workplace has expanded rapidly, focusing not only on improving efficiency but also on strengthening human resource capacity. This review article aims to analyze the contribution of AI in supporting the development of soft skills and the formation of adaptive professional personalities. The method employed is a literature review of academic publications related to the use of AI in developing nontechnical competencies. The findings indicate that AI has been proven to enhance efficiency and productivity through the automation of routine tasks, faster data analysis, and more precise decision-making support. However, the success of AI implementation does not lie in replacing human roles but rather in harmonizing the functions of machine intelligence with the unique abilities of humans, such as empathy, intuition, creativity, and ethical reasoning. Human–AI collaboration emerges as a key approach to ensuring that technology remains human-centered, enabling digital transformation to proceed ethically, inclusively, and sustainably. Additional findings show that AI is capable of providing personalized learning, real-time feedback, and contextual simulations that effectively train communication, collaboration, problem-solving, creativity, and critical thinking skills. Human-centered AI integration also supports the development of professional personalities that are adaptive and responsive to change.

Eko Adi Susilo; Kasiani Kasiani; Rizki Tri Novianto

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

This study aims to analyze the influence of proactive behavior on competitive advantage in quail breeder MSMEs in Bendowulung Village, Sanankulon District, Blitar Regency. The background of this research is based on the importance of increasing the competitiveness of MSMEs in the livestock sector in order to be able to survive and develop in the midst of increasingly competitive market competition. The research method uses a quantitative approach with data collection techniques through surveys or questionnaires distributed to quail farming MSMEs. The data were analyzed using statistical methods, including validity tests, reliability tests, classical assumption tests, linear regression tests, and hypothesis tests to determine the significance of the influence of proactive behavior on competitive advantage. The results of the study show that proactive behavior has a positive and significant influence on competitive advantage. These findings indicate that the higher the level of proactive behavior of an individual or organization, the greater their ability to innovate, take initiative, and adapt to changing business environments. Thus, proactive behavior is a strategic factor in strengthening the position of quail breeder MSMEs in the market, increasing revenue, and encouraging sustainable business performance. This research contributes to the development of MSME management theory and practical recommendations for business actors and policy makers.

Bilqis Nabila Istiqlaliani; Agung Winarno; Wening Patmi Rahayu

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

The development of digital technology has greatly influenced consumer behavior, particularly among Generation Z, who are dominant in Indonesia's hijab fashion market. This shift requires businesses to adapt their strategies to meet the dynamic, trend-driven, and digitally-savvy preferences of young consumers. This study examines the business development strategy of Leenavie.id, a hijab brand, and the challenges it faces in targeting Generation Z. Using a qualitative approach with case study methodology, in-depth interviews with business owners were conducted to gain insights into the business development process. The findings show that Leenavie.id focuses on product innovation, competitive pricing, social media as a primary distribution and promotion channel, and leveraging e-WOM for brand awareness and emotional connections with consumers. Success indicators include a high repeat order rate, positive market response, and external collaboration offers. However, challenges such as limited capital, small production capacity, and underutilization of the marketplace hinder scalability. The study suggests that enhancing digital adaptation, strengthening operational capacity, and fostering strategic collaborations are key to improving the competitiveness and sustainability of local hijab businesses. Future research should include consumer perspectives for a more comprehensive understanding of customer behavior and loyalty.