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This study aims to analyze the optimization of the Yoona Squad Leader wellness community program in strengthening the brand awareness of Yoona Women. The increasing awareness of feminine hygiene and the growing concern regarding the safety of menstrual products serve as the foundation of this research, considering that more than half of Indonesian women report irritation and discomfort related to conventional sanitary pad use (Manoppo, 2022; Putinah et al., 2020). In addition, laboratory findings by the Indonesian Consumers Foundation (YLKI, 2015) revealed traces of chlorine and dioxin in many commercial sanitary pads, indicating potential reproductive health risks. The study employed a descriptive qualitative approach through observation, interviews, and active participation in the marketing division of PT Yoona Digital Indonesia during August–December 2025. The findings show that the Yoona Squad Leader program effectively strengthens all stages of the 5A Customer Path—Awareness, Appeal, Ask, Act, and Advocate—as conceptualized in Marketing 5.0: Technology for Humanity (Kotler, Kartajaya, & Setiawan, 2021). Community-based engagement drives emotional bonding, advocacy behavior, and value-based loyalty through empathy-driven communication. This program successfully empowers women to become advocates for menstrual health awareness while reinforcing brand credibility and consumer trust. The study highlights the strategic importance of community-based marketing as a sustainable approach to building human-centered loyalty and enhancing brand equity in the digital wellness industry.

Football School (SSB) is a supporting facility for children who have potential in the field of soccer in order to improve their skills. Football is a large ball game played in teams with a team of 10 players and 1 goalkeeper. In this game, teamwork is an important value that must be possessed to achieve competitive victory. However, along with problems in the form of discrepancies in operational standardization in soccer schools, causing negative public perceptions of the existence of this school. Therefore, a research was conducted to build a decision-making model in determining the choice of soccer schools in accordance with legal standards for children, namely using the Analytical Hierarchy Process (AHP) method. The AHP method is one method that can solve a problem because there is a hierarchy where there are several important aspects, namely Objects, Criteria, Sub Criteria, and Alternatives. By combining data and knowledge, it can increase effectiveness in decision makers. It is hoped that in the future, this research can help the community to support their children in the field of soccer by determining the appropriate soccer school.