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The Pancasila Student Profile Strengthening Project (P5) is part of the implementation of the Independent Curriculum, which emphasizes the holistic development of student character. The program's primary objective is to develop students with noble character, global diversity, collaborative spirit, independence, critical thinking, and creativity. One approach to integrating these values is through an appreciation of literary works, particularly folktales. Folktales have great potential as educational media because they contain various life values derived from local wisdom. This research focuses on analyzing the life values contained in folktales from the Semarang region and assessing their relevance in supporting the implementation of P5. Amidst the decline in moral values among students, marked by rampant cases of brawls, drug abuse, bullying, and unethical behavior, utilizing folktales as teaching materials is an alternative solution that is contextual and culturally based. Unfortunately, many local folktales remain largely unknown and underutilized in the learning process. The research method used was a qualitative approach with data analysis techniques modeled after Miles and Huberman. The results of the study indicate seven main values contained in Semarang folklore: aesthetic, religious, social, moral, cultural, educational, and economic. These values not only reflect the social conditions of society in the past but also have strong relevance for shaping the character of today's students. Despite differences in the context of the times, folklore can still be used as an effective learning medium, especially when packaged in a more engaging and modern format, such as digital storytelling, animation, or other interactive media. Therefore, the inclusion of folklore in P5 can bridge the gap between cultural heritage and sustainable character education.

The misuse of personal data in financial technology (fintech) services, particularly in peer-to-peer lending practices, is showing a worrying upward trend and is an urgent legal issue that requires addressing. Article 32 of Law Number 11 of 2008 concerning Electronic Information and Transactions (UU ITE) serves as a primary legal basis for protecting electronic data. However, the effective implementation of this article in the context of fintech services still faces various challenges. This study employed an empirical legal approach with a combination of literature study and interviews. Interviews were conducted at the Surakarta Financial Services Authority (OJK) Office and with a number of fintech service users as respondents. The results showed that approximately 70% of personal data misuse cases originated from illegal online lending services. The most frequently reported violations included unauthorized use of data (40%), access to contacts and galleries on personal devices (35%), and threats of personal data dissemination (25%). The main obstacles in implementing Article 32 of the ITE Law include the difficulty of tracking perpetrators' jurisdiction, technical limitations in digital forensics, and low public legal literacy. Therefore, policy integration with Law Number 27 of 2022 concerning Personal Data Protection and the Financial Services Authority (OJK) provisions in POJK No. 77/POJK.01/2016 is necessary. This study recommends strengthening regulations, establishing an independent supervisory authority, increasing public education, and utilizing digital technology to promote more effective personal data protection in the Indonesian fintech ecosystem.

This research aimed to examine the influence of service quality and System Information Assurance (SIA) on the interest in using digital wallets among Accounting students at Politeknik Negeri Lampung. A purposive sampling method was employed, with a sample of 102 respondents selected through the distribution of questionnaires to Accounting students at the institution. The study focused on understanding how service quality and the assurance of system information (SIA) impacted the adoption and usage of digital wallets, which are increasingly popular in modern financial transactions. The data was analyzed using IBM SPSS version 26, employing statistical tests to determine the strength and significance of the relationship between these variables. The results of the analysis indicate that both service quality and SIA significantly influence students’ interest in using digital wallets. Specifically, the study found that better service quality and higher assurance of system security contribute positively to the students’ trust and interest in utilizing digital wallet applications. These findings suggest that financial service providers should prioritize improving service quality and strengthening system security measures to attract younger users, especially in academic settings where digital wallet usage is becoming more prevalent. Additionally, this research emphasizes the importance of understanding the factors that drive digital wallet adoption, particularly in the context of higher education students, who are key early adopters of digital payment solutions. The study’s findings offer valuable insights for digital wallet providers, educators, and policymakers in shaping strategies to enhance the acceptance and use of digital wallets among students in academic environments.

Capital market is an important indicator of economic growth, which responsive to political events, including general elections. The Indonesia 2024 presidential elections are a significant political event that can impact the market, particularly as there is no incumbent presidential candidate, increasing political uncertainty. One of the key informational event during the election process is the announcement of the quick count. Although not the official result, it can provide an initial overview of the election results and serve as a reference for market participants. This study aims to determine the market reaction, indicated by significant abnormal returns surrounding the quick count announcement. It also aims to determine the difference in average abnormal returns and average trading volume activity. The sample for this study is 45 companies listed in the LQ45 index, which will be examined as a whole and by sector. The data analysis used in this study was t-test for normally distributed data and nonparametric test for non-normally distributed data. The results of this study indicate significant abnormal returns around the quick count announcement. The t-test results indicate a significant difference in average abnormal returns and trading volume activity before and after the quick count announcement.

The purpose of this study is to reveal the character education values of the superstar Cristiano Ronaldo, which have not been studied in depth before. The character research was selected with literature sources, and analyzed qualitatively. The discussion and analysis resulted in findings that Cristiano Ronaldo has several superior characters, namely: religious, honest, competitive, self-confident, professional, high work ethic, disciplined, love for the country, appreciate achievement, communicative, care for the environment, care for society, and responsibility. These character values make him a superstar who stands out both on and off the field. His religious devotion, honesty, and sense of responsibility reflect strong moral foundations, setting him as a role model for aspiring athletes and individuals seeking success. Ronaldo's competitive spirit and high self-confidence have helped him achieve excellence on the field, while his professional attitude and exceptional work ethic highlight the importance of dedication and perseverance in achieving success. Furthermore, his discipline in training and love for his country portray a deep commitment not only to his career but also to his community and country. Additionally, Ronaldo's appreciation for achievement, communicative nature, and care for the environment demonstrate that his character extends beyond personal success, as he values teamwork and the well-being of others. His contribution to various charitable causes and societal issues further establishes his role as a responsible individual who uses his fame and fortune for the betterment of society. These character values make him an ideal role model, both in the world of sports and in broader society. We recommend Cristiano Ronaldo's character values as a role model for those who hope for a successful career, and inspiration for the practice of Islamic education values, as they encompass integrity, hard work, and social responsibility.

The purpose of this study is to determine the pattern of the concept of integration between Science and Islam, to explore how this integration is implemented, and to identify the factors that influence its effectiveness in the context of learning for the Integrated Madrasah Science Competition (KSM) in Biology at MAN 1 Wonosobo. This study employs a qualitative research method, utilizing field research and descriptive research approaches. The findings indicate that the pattern of integration between Science and Islam in biology learning is interconnective, blending both perspectives seamlessly. Supervisory teachers, who predominantly have a pure scientific background in biology, play an active role in discussions and studies. The use of biology textbooks as learning resources, which integrate both scientific and Islamic content, is maximized, allowing for in-depth discussions between teachers and students. Key factors influencing the effectiveness of the Biology KSM include the curriculum and learning materials that emphasize the integration of Science and Islam. The competencies of interdisciplinary teachers who understand and master the integration of both sciences are crucial for the success of the Biology KSM. Additionally, support from all components of the madrasah is essential for creating a motivating and guiding framework that encourages the integration process. These findings suggest that the combination of academic expertise in both science and Islam, along with strong institutional support, contributes significantly to the effectiveness of the Integrated Madrasah Science Competition and enhances the learning experience for students. This study provides insights into how the integration of Science and Islam can be effectively implemented in the educational context, specifically within biology education.

Mathematics is a universal science that underlies the development of modern science and technology, and has an important role in the development of human thinking. Mathematics is a subject that is based on logical, rational, critical, and systematic thinking patterns. Religion and rationality are two perspectives that have a strong influence. Humans view religious values ​​and rational values ​​as different entities, causing a dichotomy paradigm, especially in the realm of education. In the perspective of the epistemology of science in Islam, Islam and science are complementary and interdependent entities. The mathematical approach used here does not mean that Islamic values ​​are low, but only to increase the belief of Muslims that all knowledge is valuable and can lead to true goodness and increase faith and closeness to Allah SWT.To examine how Islamic values ​​are applied in mathematics learning, To identify and develop effective strategies or methods in integrating Islamic values ​​in mathematics learning materials, To measure the extent of the application of Islamic values ​​in mathematics learning.This study uses a qualitative approach, while the type of research used by the researcher is descriptive research.Mathematics as a logical and systematic science, has a meeting point with Islamic teachings that emphasize truth, justice, and balance. For example, the concept of monotheism can be associated with the order of the universe expressed through mathematical formulas, fostering a sense of gratitude and obedience. The implementation of Islamic values ​​that are rahmatan lil 'alamin (blessing for all nature) in mathematics learning, especially to form honest and fair characters in students.

Nutritional problems in toddlers remain a major challenge in Indonesia, particularly in rural areas such as Paga Village, Sikka Regency. Nutritional problems are not only caused by a lack of nutritious food intake but are also exacerbated by the high incidence of infectious diseases, inadequate parenting, low public nutrition knowledge, limited access to health services, and low socioeconomic conditions. These factors directly and indirectly impact children's nutritional status. One intervention effort that can be implemented to address this problem is through the provision of locally-based food supplements (PMT), which aims to improve children's nutritional intake and encourage food independence and sustainable family nutritional security. This study aims to determine the effect of providing locally-based food supplements as a nutritional intervention on improving the nutritional status of toddlers experiencing malnutrition. The research method used was an observational analytic approach with a cross-sectional design approach. The sample in this study were toddlers with malnutrition status who received an intervention in the form of local food-based PMT. The results showed an improvement in nutritional status in toddlers after receiving PMT. A total of 46 toddlers who were initially malnourished experienced an improvement to normal nutritional status after the intervention. These results indicate that providing locally-based food supplements has a positive effect on the nutritional status of toddlers. In conclusion, local food-based PMT has proven effective as a nutritional intervention in improving the nutritional status of toddlers in Paga Village. Such programs need to be further developed and supported by various parties to reduce the prevalence of malnutrition in the community and strengthen local food self-sufficiency.

This community service activity was carried out with the aim of increasing the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Panda Village, Palibelo District, Bima Regency, particularly in the culinary MSME sector in terms of preparing digital-based financial reports. MSMEs often face obstacles in maintaining structured financial records, so intervention in the form of appropriate guidance and training is needed. The solution offered in this activity is the use of the General Accounting (AKU) application which is specifically designed to facilitate digital business financial recording. The community service activity was carried out through three main stages, namely: (1) an initial survey to identify the needs and level of understanding of participants regarding financial reports; (2) direct training and mentoring related to the use of the AKU application, which included an introduction to the application features, practice recording transactions, and simulation of creating financial reports; and (3) evaluation of the results of the activity to assess the effectiveness of the training. The results of this activity showed a significant increase in participants' understanding of preparing MSME financial reports. Before the training, only around 20% of participants had a basic understanding of financial recording. After the training, the level of understanding increased to 80%. Furthermore, 100% of participants were able to operate the AKU application effectively, understand its features, and successfully apply it to record transactions and prepare financial reports for their respective businesses. Thus, this activity has had a positive impact on the digital financial literacy of MSMEs and made a real contribution to supporting more professional and sustainable business management. It is hoped that this training can serve as a model for similar programs in other regions.

Exclusive breastfeeding for the first six months of a baby's life is an important strategy to support optimal growth and development. Breast milk has many benefits for babies, such as strengthening the immune system and supporting brain development. However, various obstacles such as emotional stress, lack of self-confidence, and minimal support from family and the community remain significant barriers to successful breastfeeding. These issues often lead to failure to provide exclusive breastfeeding in accordance with health recommendations. This study aimed to evaluate the effectiveness of hypnobreastfeeding training in improving breastfeeding knowledge, attitudes, and practices among mothers with infants aged 0–6 months in the Bojongkerta area of Bogor City. Hypnobreastfeeding is a psychological approach that combines relaxation techniques, positive affirmations, and education about breastfeeding to help mothers feel more confident in the breastfeeding process. This study used a quasi-experimental approach with a pre- and post-test design without a control group. A total of 31 breastfeeding mothers participated in this training, which included education about breastfeeding, positive affirmation techniques, and relaxation exercises. Data analysis results showed a significant increase in mothers' knowledge and attitudes towards breastfeeding after the training intervention. Furthermore, the study also recorded an increase in the success of exclusive breastfeeding during the observation period. Based on these findings, it can be concluded that hypnobreastfeeding is an effective approach to supporting the empowerment of breastfeeding mothers at the community level. This method offers a psychologically based solution to overcome social barriers that affect the success of exclusive breastfeeding.

Currently, digital technology has transformed how governments operate and interact with their citizens. This development has brought significant changes to governance, especially at the village level. With the advancement of technology, village governments now have the opportunity to be more transparent, efficient, and responsive to the needs of their citizens. One of the efforts made is the utilization of village websites as a tool to build e-government, which facilitates access to information and services for the public. This study aims to analyze the communication strategy of the Government of Pandean Village, Ngawi Regency, in building e-government through the use of the village website. Using a communication strategy approach that includes audience analysis, message development, method determination, and media selection, this research seeks to provide an understanding of how the village government optimizes the use of technology to improve interactions with the community. The study adopts a descriptive qualitative approach, with data collection techniques including observation, interviews, and documentation. The results of the study show that the communication strategy of the Government of Pandean Village has been well implemented in two main aspects: audience analysis and message development. The village government has identified the information needs of its citizens and tailored the messages conveyed through the village website. However, the research also revealed shortcomings in the methods of delivery and media development, particularly in optimizing interactive features that could encourage public participation. Additionally, there is a need for increased use of social media and two-way communication features on the village website to strengthen public engagement in the development process and decision-making. Overall, while there has been progress in implementing e-government, there are still several aspects that need improvement to enhance the effectiveness of communication between the village government and the community.

Exclusive breastfeeding coverage remains a challenge in several areas, including Bojongkerta Village, within the Cipaku Community Health Center (Puskesmas) jurisdiction, South Bogor District, Bogor City. Lack of knowledge, high levels of stress during breastfeeding, and minimal family support are often major obstacles to successful exclusive breastfeeding. One approach that can be applied to address these issues is hypnobreastfeeding, a relaxation technique combined with positive affirmations to support mothers' readiness to breastfeed. The objective of this activity is to increase the capacity of breastfeeding mothers in exclusive breastfeeding through community-based hypnobreastfeeding training, which also involves Posyandu RW 1 cadres as the main supporting partners of the activity. The method used in this activity involves three stages: first, education and training in hypnobreastfeeding techniques for breastfeeding mothers; second, practical mentoring by lecturers involving students from the Midwifery Diploma Three Program at Ummi University Bogor; and third, evaluation of results through knowledge measurement and observation of breastfeeding practices. A total of 10 breastfeeding mothers and 4 Posyandu cadres participated in this activity. The evaluation results showed an increase in understanding of the benefits of exclusive breastfeeding and a positive change in attitudes towards breastfeeding practices. Furthermore, the active involvement of Posyandu cadres is expected to strengthen ongoing support at the community level. In conclusion, the hypnobreastfeeding training had a positive impact on empowering breastfeeding mothers and strengthening the role of Posyandu cadres as supporters of the exclusive breastfeeding program at the community level. This program also has the potential to expand the reach of education about exclusive breastfeeding and increase the success of sustainable exclusive breastfeeding in the community.

MSMEs play a strategic role in supporting the growth and stability of the national economy (Endra et al., 2024), especially in the culinary sector which continues to grow. However, a fundamental problem commonly experienced by MSMEs is the ability to create visually attractive and professional promotional elements. One example is BentoDay, a food business in West Jakarta, which still relies on simple visual promotions through social media without optimal content packaging. This activity aims to develop the digital promotional capacity of participants through program mentoring and training that focuses on creating logos and product catalogs using the Canva application, a digital tool used for easy-to-use visual design purposes that allows even beginners to create posters, banners and social media content (Akbar et al., n.d.). Initial observations, direct training, intensive mentoring, and evaluation of participants' design results are part of the mentoring activity approach. The results of the activity implementation illustrate that participants have the ability to independently produce promotional materials, such as business logos and product catalogs with more attractive and consistent designs. This training not only improves participants' design skills but also has a positive impact on the digital marketing strategy of culinary businesses. MSMEs can improve their competitiveness and increase sales by implementing better design. This approach demonstrates the importance of acquiring digital skills for MSMEs to strengthen their brand identity and expand their consumer reach (Andari, N., Sari, D.P., & Hidayat, 2025). Therefore, using Canva has proven useful for enhancing the competitiveness of MSME digital promotions.

This study discusses the implementation of the Problem Based Learning (PBL) model to improve critical thinking in Islamic Religious Education (PAI) learning at SMP Negeri 1 Bantarsari. The focus of this research is on the planning and implementation of the PBL model to improve students' critical thinking skills. The purpose of this study is to find out and describe in depth how the implementation of the Problem Based Learning model can contribute to improving students' critical thinking skills in the context of PAI learning. This type of research is a field research with a qualitative approach and is presented descriptively. The data collection techniques used include observation, interviews, and documentation, while data analysis is carried out through three stages, namely data reduction, data presentation, and drawing conclusions or verification. This research was conducted directly in the school environment so as to produce actual and contextual empirical data. The results of the study show that teachers have designed learning well through the preparation of teaching modules as guidelines. The implementation of learning is carried out in three main stages, namely planning, implementation, and evaluation. At the implementation stage, the PBL model is applied through five steps: (1) orientation to the problem, (2) organizing students to learn, (3) individual and group investigations, (4) presentation of discussion results, and (5) reflection on learning outcomes. Evaluation is carried out on an ongoing basis both during the learning process and at the end of the activity. The application of this Problem Based Learning model has proven to be effective in increasing students' critical thinking. Students show improved ability to analyze, evaluate, and solve problems relevant to PAI material. In addition, students also become more active, independent, and used to expressing opinions in group discussions. Interaction between students increases positively, creating a collaborative and participatory learning environment. This indicates that the use of the PBL model can be the right strategy in developing students' critical thinking skills at the junior secondary education level.

WhatsApp is one of the most widely used messaging platforms, offering fast and simple communication. Among its active users are students from Islamic boarding schools (santri), including those involved in micro, small, and medium enterprises (MSMEs). However, despite its convenience, many users lack awareness regarding digital safety and privacy, exposing them to cyber risks such as phishing, scams, and identity theft. In Nusukan, Surakarta, this issue is particularly relevant for santri who rely on WhatsApp for both academic and business communication. This community service initiative was conducted at Al-Mukminun Islamic Boarding School in Nusukan, Surakarta, with the aim of increasing awareness and understanding of safe WhatsApp usage among MSME santri. The program consisted of counseling sessions, which included lectures and interactive discussions tailored to the participants’ needs. Key topics included how to adjust privacy settings, identify suspicious links and messages, protect personal data, and recognize common cyber threats. Participants responded positively to the training. Feedback showed that 80% of them reported they would avoid clicking unknown links in messages. Another 80% stated they would refrain from sharing personal information with strangers. Furthermore, 80% expressed their commitment to regularly updating the WhatsApp application to ensure optimal security features are in place. This program successfully raised awareness and empowered santri with essential knowledge about digital communication safety. It highlights the importance of integrating communication psychology and practical digital literacy into community education to support secure online behavior for young entrepreneurs. Overall, this training shows that a contextual and applicable communication psychology approach is very effective in forming positive digital awareness and behavior in religious-based communities such as MSME students.

This study aims to determine the relationship between conflict management, occupational safety and health (OHS), and work motivation towards increasing employee productivity at PT. Ratna Beton Giriwoyo. The background of this study is based on the importance of human resource management as a company's main asset in achieving optimal productivity targets, especially in the construction industry sector which has its own challenges in creating a safe and productive work environment. This study uses a quantitative approach with data collection techniques through distributing questionnaires to all company employees as respondents. The data obtained are then analyzed statistically to determine the effect of each variable on employee work productivity. The results show that conflict management has a significant relationship with employee productivity. Properly managed conflict not only avoids a decline in performance but can also increase morale and cooperation between employees. In addition, the implementation of good occupational safety and health (OHS) contributes to a sense of security and comfort at work, thereby reducing workplace accidents and increasing employee focus and work efficiency. Work motivation has also been shown to have an important role in encouraging employees to achieve predetermined performance targets. These three variables, both partially and simultaneously, have a significant effect on employee work productivity. These findings suggest that an integrated approach to conflict management, OSH implementation, and increased work motivation can be an effective strategy for improving company performance. This research is expected to provide practical contributions to the management of PT. Ratna Beton Giriwoyo in formulating human resource development policies, as well as serve as an academic reference for researchers and students interested in human resource management, particularly in the construction sector.

The current transformation of the workplace demands that organizations be more adaptive in understanding the factors that influence employee productivity, especially among the younger generation. Generation Z, as an age group that is starting to dominate the workforce, brings different characteristics and needs, including in terms of work-life balance and motivation. They tend to value time more, opportunities for self-development, and an inclusive work environment that supports a balance between professional and personal life. This study aims to determine the relationship between work-life balance and motivation on the performance of Generation Z employees in Klaten Regency. This study used a quantitative approach with a survey method. A total of 100 respondents were selected using a purposive sampling technique based on age and employment status criteria. The research instrument was a questionnaire using a five-point Likert scale, which included statements related to the dimensions of work-life balance, levels of work motivation (both intrinsic and extrinsic), and employee performance indicators. Data were analyzed using IBM SPSS version 25 software with correlation tests and multiple regression. The results showed that both work-life balance and motivation have a positive and significant relationship on employee performance. Among these two variables, motivation is the dominant factor influencing performance improvement. This suggests that while work-life balance is important, internal employee motivations such as passion, purpose, and a sense of belonging have a greater impact on job performance. The implications of these findings suggest that companies need to design human resource management strategies that are not only flexible but also responsive to the needs of the younger generation. Creating a work environment that supports work-life balance, provides recognition, and provides career opportunities.

This study aims to analyze the influence of Online Advertising on purchasing decisions for Skintific products by considering the mediating role of Trust and Social Media Engagement. Skintific, as a digital-native skincare brand, actively utilizes digital marketing strategies through various social media platforms such as Instagram, Tiktok, or e-commerce like Shopee to increase consumer appeal, especially in Malang City. This study uses a quantitative approach with the Partial Least Squares Structual Equation Modeling (PLS-SEM) method to test the relationship between variables. The sample was obtained through a purposive sampling technique with 114 respondents who are active consumers of Skintific. The results of this study indicate that Online Advertising has a significant effect on purchasing decisions, both directly and through the mediation of Trust and Social Media Engagement. Theoretically, this study extends the application of the Theory of Reasoned Action (TRA) in explaining the formation of attitudes and subjective norms of consumers towards digital advertising, as well as the Technology Acceptance Model (TAM) which shows how perceived ease and usefulness of digital advertising content affect user engagement. Customer Trust Theory in E-Commerce is used to explain how trust is formed in online transactions, while Relationship Marketing Theory emphasizes the importance of long-term interactions between brands and consumers. The Theory of Planned Behavior (TPB) expands this framework by adding the construct of behavioral control, which explains how consumers' perceptions of ease and barriers contribute to purchasing decisions. Social Influence Theory is used to understand the influence of social norms and online community opinions on purchase intentions, and Uses and Gratifications Theory (UGT) to examine consumer motivations in accessing and interacting with digital content based on information needs, affection, and self-identity. This research provides theoretical contributions in strengthening the relevance of integrating several consumer behavior theories in a digital context.

This study aims to determine and analyze the potential and challenges of culinary businesses, the implementation of digitalization and halal certification, and the development of an effective and sustainable model for the "Resto Apung" culinary business to support food economic independence in coastal villages. The research was conducted at "Resto Apung" using a qualitative descriptive method with data collection techniques such as interviews, observations, and focus group discussions. The findings show that the "Resto Apung" business holds significant potential as a culinary destination with a strong attraction due to its unique location and menu offerings based on local marine products. However, several challenges hinder its development, including low digital literacy among business managers, lack of structured and professional management systems, and the absence of halal certification which is crucial in targeting broader Muslim consumer segments. Currently, digitalization has only been applied in the marketing aspect, primarily through social media, while other aspects such as financial management, customer service, and operational processes are still managed conventionally. Nevertheless, the managers have shown awareness and initiatives to improve, especially in recognizing halal certification as a strategic competitive advantage. The proposed development model integrates digitalization into all aspects of business management, enhances human resource capacity through technical and managerial training, and includes efforts to obtain halal certification. This holistic approach is expected to increase the competitiveness of the culinary business, optimize local potential, and ultimately contribute to the achievement of food economic independence in coastal areas.

This study aims to analyze the mediating role of brand image in the effect of promotional appeal on customer loyalty, specifically in the context of Jiniso fashion products. The research was conducted in Denpasar City using a non-probability sampling method with a purposive sampling technique. A total of 100 respondents were selected based on specific criteria relevant to the study objectives. The data were analyzed using inferential statistical techniques, including path analysis, the Sobel test, and the Variance Accounted For (VAF) test to determine the direct and indirect effects between variables. The results of the study show that promotional appeal has a positive and significant effect on customer loyalty, indicating that attractive and persuasive promotional strategies are capable of increasing consumer commitment to the brand. Furthermore, promotional appeal has a positive and significant effect on brand image, meaning that well-designed promotional messages help build a favorable perception of the brand among customers. The findings also reveal that brand image has a positive and significant effect on customer loyalty, demonstrating that a strong brand image enhances customer retention and repeated purchases. Importantly, the analysis indicates that brand image partially mediates the relationship between promotional appeal and customer loyalty. This suggests that while promotional appeal directly influences loyalty, it also indirectly enhances loyalty through the improvement of brand image. These findings provide practical implications for marketers and brand managers, emphasizing the importance of developing integrated marketing strategies that combine promotional efforts with brand-building activities to strengthen customer loyalty in the competitive fashion industry. Future research could examine other mediating factors or expand the study to other sectors to increase external validity.