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Mandai is a traditional fermented food made from the inner skin of the cempedak fruit (Artocarpus champeden) and is widely known in South Kalimantan. Its distinctive sour taste is a result of microbial activity during the natural fermentation process. This study highlights the important role of lactic acid bacteria (LAB) as the dominant agents in Mandai fermentation. The main objective of this research is to isolate and characterize LAB from fermented Mandai samples. The methods used in this study include serial dilution, inoculation on Nutrient Agar (NA) media, incubation at room temperature, colony morphology observation, and Gram staining using crystal violet. The results showed the presence of round colonies with a creamy white color and smooth surfaces, which indicate the characteristics of lactic acid bacteria. Most of the isolates showed Gram-positive properties, supporting their identification as lactic acid bacteria. This research not only enriches our understanding of the microbial ecology in Mandai fermentation but also opens up opportunities for utilizing LAB as a natural preservative or functional probiotic in both traditional and modern food products. The presence of LAB in Mandai fermentation suggests the potential to enhance the quality and health benefits of this traditional food, making it a viable source of probiotics beneficial for digestive health. Additionally, the use of LAB in Mandai processing could increase the appeal of this product in broader markets, both locally and internationally. Overall, this study provides a solid foundation for further development in utilizing microbes in traditional food fermentations. Moreover, it opens opportunities to improve the quality and sustainability of Mandai products while raising awareness about the importance of fermentation in enhancing the nutritional value and health benefits of traditional food products.

The phenomenon of charismatic pastors who simultaneously serve as merchants represents an increasingly common reality in contemporary Christian ministry, especially within urban contexts where economic and spiritual dynamics are closely intertwined. This dual role reflects both opportunities and challenges for the church, raising important theological, ethical, and practical debates concerning the integrity of pastoral calling in the midst of worldly interests, material pursuits, and potential temptations. On the one hand, the bivocational model may provide pastors with financial independence, reducing the burden on congregations and offering broader opportunities for engagement with society. On the other hand, it also carries the risk of blurring the boundaries between ministry and commerce, thereby creating possible conflicts of interest, diminishing spiritual authority, and weakening the congregation’s trust in pastoral leadership. This study aims to analyze the dual role of pastor-merchant in the light of New Testament theology by identifying potential tensions, examining the relevance of pastoral ethics in guiding decision-making, and evaluating the impact of this dual vocation on the life and witness of the church. Methodologically, this research employs a qualitative literature study, reviewing biblical, theological, and pastoral ethics sources to formulate a comprehensive understanding. The findings suggest that pastoral ethics serve as a vital compass for pastor-merchants, ensuring that ministry remains pure, Christ-centered, and untainted by financial motives. The Apostle Paul provides a theological and practical model for bivocational ministry, demonstrating how secular work and spiritual service can coexist without compromising the divine calling. Furthermore, a healthy, transparent, and accountable leadership framework is essential for sustaining integrity and strengthening congregational trust. Ultimately, this study emphasizes that the identity of the church as “a chosen people, a royal priesthood” (1 Pet. 2:9) must remain the guiding principle, ensuring that the integration of pastoral vocation and marketplace involvement contributes positively to the church’s witness and relevance in modern society.

Loyang Dogan cake is a traditional Indonesian food commonly sold in markets without the use of modern preservation methods, making it susceptible to microbial contamination. This food is often produced and sold in conditions that may affect its quality and safety. Therefore, this study aims to provide a scientific overview of the potential microbial contamination in Loyang Dogan cakes and its benefits as an educational foundation for both producers and consumers regarding the importance of food hygiene. The focus of this research is to identify bacterial colony growth in Loyang Dogan cakes through microbiological culture tests. The method used in this study involves inoculation, starting with the dilution of the sample using sterile solutions, followed by inoculation onto a Nutrient Agar (NA) medium that has been solidified. The samples are then incubated at 37°C for 24 to 48 hours. After the incubation period, the growing colonies are observed and the number and morphological characteristics are recorded. The results show bacterial colony growth in all tested samples, with differences in the number and shape of the colonies depending on the sample source. The bacterial colonies generally appear white, cream, or yellowish, round, smooth, and vary in size. These findings indicate that Loyang Dogan cakes have the potential to be contaminated with microbes during the production and sale process, posing risks to the quality and safety of consumption. Based on the results, it is concluded that improvements in sanitation and food handling practices for traditional products like Loyang Dogan are necessary to ensure their safety for public consumption. Therefore, educating producers and consumers about food hygiene is crucial to raising awareness of the importance of maintaining food quality and safety.

This study explores the relationships between digital marketing content, value co-creation, and product branding on perceived product exclusivity within the Indonesian batik industry. As traditional industries face increasing pressure to modernize while preserving cultural heritage, understanding these marketing dynamics is crucial for achieving a sustainable competitive advantage. The study employed a quantitative methodology with saturated sampling, analyzing data from 92 batik enterprises using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The measurement model demonstrated strong reliability and validity, with all constructs meeting the established criteria for internal consistency and discriminant validity. Structural model results revealed that all three marketing variables significantly influence perceived product exclusivity. Among these variables, product branding showed the strongest effect (β = 0.358, p < 0.001), followed by digital marketing content (β = 0.312, p < 0.001) and value co-creation (β = 0.276, p < 0.001). This indicates that the branding strategies implemented by batik enterprises play a pivotal role in shaping consumers' perceptions of exclusivity. The integrated model explained 61.5% of the variance in perceived product exclusivity (R² = 0.615), with strong predictive relevance (Q² = 0.438). These findings underscore the importance of developing a strategic brand that not only reflects the unique qualities of batik but also resonates with contemporary consumer expectations. Additionally, the study highlights the role of digital marketing content in strengthening these perceptions and the significance of facilitating customer co-creation to enhance engagement and exclusivity. In conclusion, batik enterprises are encouraged to prioritize brand development while implementing comprehensive digital marketing strategies and fostering customer involvement in co-creation activities. This approach will enhance the exclusivity of their products and improve their market positioning within the contemporary cultural products landscape.

Electronic commerce (e-commerce) has become a dominant trend in modern buying and selling transactions, offering easy access and efficiency. Marketplaces like Shopee act as intermediaries between merchants and buyers, providing fast, secure, and integrated transaction facilities. However, behind this convenience, significant legal issues arise, particularly regarding unilateral transaction cancellations by buyers through the refund feature. In practice, these refund requests are generally approved by the marketplace without thorough verification of the validity of the cancellation reason or the existence of the goods already shipped by the merchant. This study aims to analyze the legality of unilateral cancellations by buyers from the perspective of Indonesian civil law, with reference to the provisions of the Civil Code (KUHPerdata) and the concept of electronic contracts as stipulated in the Electronic Information and Transactions Law (UU ITE). The study uses a normative juridical approach by examining laws and regulations, legal literature, and analyzing two case studies involving merchants BZS and HK. The results indicate that unilateral cancellations by buyers without returning the goods constitute a form of breach of contract. This action not only violates the electronic contractual agreement established during the transaction but also causes financial and reputational harm to merchants. This phenomenon indicates weak legal protection for business actors in the e-commerce ecosystem, particularly regarding the bargaining power between sellers, buyers, and marketplace platforms. Therefore, strengthening fair and transparent digital dispute resolution mechanisms is necessary, including preventive legal protection to prevent losses and repressive protection to provide redress for injured parties. This step is crucial for realizing a healthy, balanced, and equitable digital trade ecosystem for all parties involved.

This article examines Ibn Khaldun's philosophical perspective on wages and its relevance to the wage system in Indonesia in the modern era. Ibn Khaldun, a prominent 14th-century Muslim thinker, emphasized that wages are closely linked to the value of work, social justice, and the economic stability of a society. In his Muqaddimah, he emphasized that establishing fair wages is not merely an economic issue but also a moral and social pillar that can prevent societal disintegration. Equitable wages, he argued, must be able to guarantee a decent living for workers and their families, while also supporting continued productivity and social cohesion. This study uses a qualitative normative approach through content analysis of relevant texts in the Muqaddimah and comparing them with wage policies in Indonesia, including minimum wage regulations, labor protection, and welfare policies. Data were obtained from library research, national regulations, and recent academic literature on wage policies. The results of the study indicate that although Indonesia has a minimum wage regulation, its implementation still faces significant challenges, particularly in ensuring fairness for informal sector and low-income workers. Factors such as regional economic inequality, inflation, and weak labor oversight often undermine the effectiveness of these policies. By revisiting the principles of Ibn Khaldun, this article offers the perspective that ideal wages should not only be measured by labor market needs but should also integrate principles of ethics, morality, and social responsibility. This integration is expected to strengthen worker welfare, increase national productivity, and maintain long-term economic stability. This study also provides a relevant philosophical framework for critiquing and reforming wage policies in Indonesia, with reference to the values of justice and welfare in classical Islamic economics.

The development of digital technology has driven transformation across various sectors, including the food and beverage industry. Dessert businesses face challenges in improving operational efficiency and competitiveness in the digital market. One possible solution is the use of websites as marketing and sales platforms. However, without proper management methods, the utilization of this technology will not be optimal. Therefore, this study applies the POAC (Planning, Organizing, Actuating, Controlling) method to develop a website- based dessert sales system aimed at enhancing business efficiency and customer satisfaction. This study employs a descriptive approach with the POAC method in website-based marketing strategies. The planningphase involves designing e-commerce features, such as product catalogs, an online ordering system, and digital payments. The organizing phase focuses on resource management and technology integration, while actuating includes implementing the system using MySQL, PHP, and CodeIgniter. The controlling phase is conducted through system testing using the Blackbox Testing method to evaluate application performance. The study results indicate that implementing the POAC method in a website- based system enhances the operational efficiency of dessert businesses. Transaction records become more accurate, customers can easily access product information, and the digital payment system improves transaction convenience. Furthermore, the website enables businesses to reach a broader market without geographical limitations. The implementation of the POAC method in website-based business management has proven to improve marketing and sales effectiveness. With a more structured system, businesses can better adapt to market changes and enhance customer interactions. This digital-based strategy also opens new opportunities for developing the culinary business in the modern era.

Marketing a product effectively goes beyond showcasing attractive photos; it involves creating engaging videos that can better explain and demonstrate the products on existing social media platforms. In today’s digital age, maximizing a product's effectiveness through social media marketing is essential. CapCut, a user-friendly video editing application, offers a range of features that enable users to create professional-quality videos easily. These features can be utilized to effectively market a product by conveying its specifications and unique features in a visually compelling way. Recognizing the importance of video content in modern marketing strategies, we organized a training session at Cynara’s Corner, a retailer specializing in children’s and Muslim clothing. This training was designed to teach participants how to utilize CapCut for creating marketing videos. We used the drill and practice method, which involved hands-on exercises to help participants learn how to edit and produce engaging product videos. The training sessions focused on creating videos that could effectively communicate product specifications, such as size, material, and design, in a way that would appeal to potential buyers. These videos, once created, would be shared on social media platforms to provide comprehensive and informative content to attract potential customers. The training aimed to equip participants with the skills necessary to produce engaging content that would increase product visibility and appeal. By the end of the training, the participants were able to create professional videos that could be used for social media marketing. These videos not only showcased the products but also provided valuable information to help customers make informed purchasing decisions. This initiative will enable Cynara’s Corner to strengthen its social media presence and ultimately boost its sales by engaging potential buyers more effectively through creative video content.

The radical transformations toward business economies and knowledge-based information have become a focal point for writers and researchers, particularly in the fields of public administration and financial management. These changes have significantly affected the banking industry, especially with the liberalization of global markets for financial and banking organizations, along with the rapid technological advancements and information shifts. Such transformations have inevitably led to alterations in banking performance, with new methods being adopted to address emerging challenges in the banking sector. In this context, Total Quality Management (TQM) has emerged as a crucial concept with a clear impact on banking performance. Its significance is particularly evident within Islamic banks, as they play a vital role in the global banking system, operating under a set of unique principles and practices. The effectiveness of TQM in improving the operational efficiency and risk management strategies of these institutions cannot be overstated, as these banks consistently demonstrate financial sufficiency, often exceeding required ratios. However, despite their financial stability, Islamic banks face challenges in fully implementing the principles of TQM. This study seeks to explore how the requirements of TQM can help reduce financing risks in Islamic banks by enhancing service quality, improving customer satisfaction, and optimizing internal processes. By examining the relationship between TQM practices and risk management strategies, this research aims to offer insights into how Islamic banks can better navigate the complexities of modern financial landscapes while ensuring continued growth and stability. Through this study, the potential for TQM to serve as a strategic tool for reducing financing risks in Islamic banks will be assessed, contributing to a more sustainable and competitive banking environment.

Ikat weaving is one of the typical cultural heritage of East Nusa Tenggara, especially the Sikka area in Maumere. This traditional fabric is made through a process of weaving manually by the local community, making it unique and has high artistic value. Even though it is in the modern era, the appeal of ikat woven fabrics remains strong and has not been displaced by the development of the times. The production of this fabric is still actively ongoing and has become a symbol of regional cultural identity that is full of philosophical and aesthetic meaning. This study aims to analyze the influence of price on the purchase decision of Sikka ikat woven fabric by consumers. The research was carried out at the Alok Maumere Market in 2021 with a sample of 96 respondents, who were selected using random sampling techniques. The research method used is quantitative descriptive, with validity, reliability, normality, linearity, and heteroscedasticity testing. The result of the simple linear regression analysis shows an equation: purchase result = 17.140 + 0.603 price. The value of t is calculated (7.993) > t of the table (1.985), so that H₀ is subtracted and H₁ is accepted. This means that price has a significant effect on purchasing decisions. The coefficient of determination (R² = 0.398) shows that price explains 39.8% of the variation in the purchase decision. Thus, it can be concluded that price has a positive influence on consumers' decisions in buying Sikka ikat woven fabrics. This means that the more the price is in line with consumer expectations, the higher the buying interest in this traditional product. This research provides important input for MSME actors and local artisans to be more careful in determining competitive prices while still reflecting the quality and cultural value of the product.

Vocational school students often face challenges in planning their career paths and presenting their competencies in a structured and digital format. This community service program aims to assist students in preparing career plans and developing digital portfolios that reflect their personal achievements, skills, and aspirations. The activity was conducted in three stages: (1) initial preparation involving coordination with the school and student needs assessment, (2) interactive training on career planning and digital portfolio creation using platforms such as Canva and Google Sites, and (3) feedback sessions where students presented their portfolios and received constructive input. Throughout the program, students were guided on how to reflect their strengths, skills, and future aspirations into a digital format, providing them with a comprehensive tool for job applications or further studies. The results showed a significant increase in students’ understanding of career planning and their ability to independently create well-structured digital portfolios. The majority of participants (78%) completed their digital portfolios, and over 80% were actively engaged during the sessions, demonstrating a high level of enthusiasm and commitment. This program highlights the effectiveness of a participatory and practice-based approach in enhancing students' career readiness and equipping them with essential tools for the modern job market. The students’ improved ability to showcase their competencies in a digital format also supports the evolving needs of employers in the digital age. Future programs are recommended to include advanced modules on digital personal branding, interview preparation, and networking skills to further support vocational students in successfully entering the workforce or continuing their education.

. This study aims to comprehensively analyze the role of management in enhancing organizational effectiveness. In the context of increasingly complex business dynamics, organizations require managerial approaches that are not only efficient but also adaptive to change. This research adopts a descriptive qualitative approach to examine classical to modern management theories, as well as core managerial functions such as planning, organizing, leading, and controlling. Through literature studies and conceptual observations, the research finds that organizational effectiveness is significantly influenced by the consistency and integration of managerial functions, particularly in the context of strategic leadership and efficient resource management. Moreover, the organization’s flexibility in responding to external environmental changes and its ability to create a collaborative and productive work culture are critical success factors. A case study of PT Astra International Tbk serves as concrete evidence of how strategic and structured management can generate sustainable competitive advantages and growth. By applying managerial functions in an integrated manner and aligning them with market and organizational needs, the company maintains superior performance. This research contributes to the development of management science, particularly in the context of organizational effectiveness. The study recommends strengthening managerial capacity, developing visionary leadership, and establishing a result-oriented control system as essential strategies for improving organizational performance

This study aims to determine and analyze the influence of price perception, location, and market atmosphere on consumer purchase intention at Segiri Market in Samarinda City, both partially and simultaneously. The background of this research is based on the phenomenon of declining consumer interest in shopping at traditional markets, which has affected traders' income, even though Segiri Market is the main market with a strategic location in the city center. This phenomenon highlights the challenges traditional markets face in maintaining their appeal amid competition from modern markets and shopping malls. Therefore, it is important to explore factors that may influence consumer purchase intention at traditional markets. This research uses a quantitative approach, with data collection techniques through questionnaires distributed to 100 respondents who are visitors of Segiri Market. The collected data were then analyzed using multiple linear regression with the help of SPSS version 27. The results showed that, partially, the location variable had a significant effect on purchase intention, meaning that a strategic location could enhance the market's appeal to consumers. However, price perception and market atmosphere variables did not show a significant effect on purchase intention on their own. Nevertheless, simultaneously, all three variables (price perception, location, and market atmosphere) had a significant impact on consumer purchase intention. These findings have important implications for market managers and local governments to pay more attention to strategic locations and create a comfortable and attractive market atmosphere. This could increase the appeal of traditional markets, attract more visitors, and ultimately help boost traders' income and support the sustainability of traditional markets as part of the local cultural and economic identity.

The agricultural sector has a vital role in meeting national food needs, improving community welfare, and strengthening regional food security. However, the sector still faces various challenges, including land limitations, climate change, price fluctuations, and low production cost efficiency. Therefore, innovation is needed through the application of digital technology that is able to increase the productivity and sustainability of farming businesses. One of the solutions offered is the use of Artificial Intelligence of Things (AIoT), which is the integration of artificial intelligence (AI) with the Internet of Things (IoT) that allows agricultural systems to run more intelligently, efficiently, and scalably. This community service activity was carried out with the Satria Tani Hanggawana Farmers Group located in Kalisapu Village, Slawi District, Tegal Regency, with the main focus on premium melon cultivation. The method of the activity included material presentations on the concept of smart farming, the introduction of IoT-based sensor devices for monitoring temperature, humidity, and plant nutrition, field practices in greenhouses, simulations of the use of AI-based applications for crop prediction, and interactive discussions. In addition, material was also provided on simple agribusiness management, financial recording, and crop marketing strategies so that farmers are able to manage their businesses more professionally. The results of the activity showed a significant increase in participants' knowledge related to the application of AIoT in modern agriculture. Farmers not only understand the benefits of technology, but are also able to practice using tools and applications directly. The enthusiasm of the participants was reflected in their active involvement in discussions, willingness to try new technologies, and awareness of the importance of innovation to face agricultural challenges in the digital era.

Innovation in the fashion industry is increasingly influenced by the integration of technology, which plays a crucial role in creating more efficient and sustainable design practices. This study explores the potential of combining fabric slashing techniques with artificial intelligence (AI) to optimize the design process, reduce textile waste, and support sustainability goals. Using a mixed-methods approach, the study involved experimentally developing an AI-based algorithm capable of automatically generating cutting patterns. Surveys and in-depth interviews with fashion designers provided qualitative insights into the acceptance, feasibility, and challenges of adopting this technology in a real-world design environment. The results indicate that integrating AI into cutting techniques reduced textile waste by up to 25%, while accelerating the design process and enabling the creation of more complex and innovative patterns compared to traditional manual methods. Furthermore, designers reported that the AI-based system not only increased efficiency but also expanded creative opportunities by presenting previously unimaginable design alternatives. The study also highlights the broader implications of AI applications in fashion innovation, particularly in adapting industry practices to global sustainability demands. By reducing waste and encouraging smarter production systems, AI has the potential to catalyze the transformation of the fashion industry towards an environmentally friendly and resource-efficient sector. The results of this study reinforce the importance of implementing cutting-edge technologies in response to growing environmental concerns and market demand for sustainable fashion. This research also makes a significant contribution to the development of modern design approaches by presenting empirical evidence of the synergistic benefits of traditional techniques and digital intelligence, while also offering practical recommendations for designers, researchers, and industry stakeholders to utilize AI as a strategy in building a sustainable fashion ecosystem that balances creativity, efficiency, and environmental responsibility.

This community service program is designed to improve the competitiveness and marketing effectiveness of YAIKI's Shoe Business Partners, located in Karangdieng Village, Mojokerto Regency. This improvement effort is carried out through the creation of a digital product catalog integrated with QR codes as a modern promotional medium. The digital product catalog is systematically structured, interactive, and easily accessible, containing comprehensive information on the types, designs, sizes, prices, and advantages of the shoes produced. The catalog's attractive appearance is designed using design software and online platforms, thus conveying a professional impression and increasing consumer appeal. Furthermore, QR codes are created and placed on each product and promotional materials such as brochures, packaging, and posters. By scanning the QR code with a smartphone, consumers can directly connect to the digital catalog without having to manually search for information, thus making the marketing process more efficient and responsive to market needs. The program implementation method includes training in digital catalog creation using free or low-cost graphic design software and online platforms, the creation of QR codes that directly link to the catalog, and technical assistance for partners in implementing this technology into their marketing strategies. The program evaluation demonstrated increased partner understanding of digital technology, ease of product information delivery, and the potential for increased sales and broader market reach. Through this innovation, local shoe businesses in Karangdieng Village have a greater opportunity to compete in the modern market. The implementation of digital catalogs and QR codes is expected to be a practical and sustainable solution to support business growth, strengthen brand image, and encourage economic independence for the local community.

This study focuses on the development and implementation of “Pasar Kita,” a web-based marketplace system designed to facilitate digital transactions for traditional market sellers and consumers. The system was developed using PHP as the backend programming language and MySQL as the database management system. The purpose of this project is to address the digital gap experienced by traditional market vendors who have limited access to modern e-commerce platforms. The research includes a needs analysis, system design using UML diagrams, implementation of main features such as registration, login, product management, transactions, checkout, and order tracking, followed by system testing. The results show that all major functions operate properly, including user authentication, product uploads, order processing, and payment simulations via transfer or cash-on-delivery (COD). System testing indicates that the platform meets usability, functional, and responsiveness criteria. The findings highlight the system’s capability to support local economic digitalization by providing an accessible and user-friendly marketplace for traditional market vendors and consumers.

Micro, Small, and Medium Enterprises (UMKM) play a crucial role in driving local economic growth, particularly in the food and beverage sector. However, many UMKM, such as Cipta Rasa Mulya, still face significant challenges in adopting modern marketing approaches to expand their reach and enhance their competitiveness. This community service program focuses on addressing two major issues: the lack of effective digital marketing utilization and the weak brand identity—especially in packaging design—of the dairy products produced by the UMKM. Through a structured and intensive training program, this initiative aims to provide UMKM actors with comprehensive knowledge and practical skills in rebranding and digital marketing. The activities include workshops on digital branding strategies, hands-on mentoring sessions for social media management, product photography, and brand storytelling, as well as ongoing evaluations to monitor progress and implementation. The expected outcomes of this program are multifaceted, including improved brand awareness among consumers, more attractive and informative packaging, increased product variety, and broader market reach through the use of digital platforms such as Instagram, TikTok, and e-commerce channels. By enhancing the UMKM’s ability to present their products professionally and utilize social media for marketing purposes, this program supports the development of more competitive and sustainable business practices. In the long term, it is anticipated that such interventions will not only increase the visibility of Cipta Rasa Mulya’s dairy products but also strengthen their position in both local and national markets. Ultimately, this initiative highlights the importance of combining technological adaptation with creative branding in empowering UMKM and stimulating inclusive economic growth.

Indonesian people's shopping trends tend to shift from traditional markets to modern retail for reasons of convenience, location affordability, and speed of service. This study aims to determine whether Store Atmosphere and Experiential Marketing have a significant effect on consumer purchasing decisions at Alfamart Sadia I branch either partially or simultaneously. The data collection method uses a questionnaire with a Likert scale. The population in the study were all consumers of Alfamart Sadia I branch with a sample size of 96 people. Data analysis techniques used multiple linear regression, t-test and f-test. The results of the study showed that Experiential Marketing had no significant effect on purchasing decisions, Store Atmosphere had a significant effect on purchasing decisions and Experiential marketing and store atmosphere had a significant effect on purchasing decisions.

This study aims to determine the influence of marketing communications through Instagram on Generation Z's shopping interest in Makassar, with a focus on dyaozha clothing products. A qualitative approach was adopted, utilizing methods such as observation, documentation, and in-depth interviews with Generation Z consumers. The research participants included shop owners and followers of the dyaozha Instagram account. The findings reveal that marketing communications through Instagram—particularly through the use of engaging visual content, appealing design implementation, and active interaction—play a crucial role in shaping Generation Z's shopping interest. Instagram features such as Stories, Reels, interactive polls, and comment sections enable brands to connect more personally with potential buyers. Attention-grabbing content helps build initial interest, while endorsements and testimonials contribute to trust and credibility. Furthermore, consistent interaction between the brand and followers fosters emotional connection and brand loyalty. These factors collectively influence both interest and purchasing decisions among the Gen Z demographic. The study concludes that dyaozha’s strategic use of Instagram marketing communications has proven effective in influencing the shopping behavior of its target audience. Recommendations for dyaozha include the continuous optimization of Instagram's interactive features—such as Q&A sessions, behind-the-scenes content, and user-generated content campaigns—to sustain engagement and improve conversion rates. Additionally, it is suggested that dyaozha expands its reach by targeting broader market segments and utilizing data-driven content strategies to adapt to evolving consumer preferences. This research highlights the vital role of social media in modern marketing strategies, especially when targeting digitally native audiences like Generation Z.