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Dedi Gunawan Saputra; Asia M.; Ilma Rahim; Rahmi Mardatillah; Abd. Rahim

Jurnal Pengabdian Masyarakat Sains dan Teknologi 2026 Fakultas Teknik Universitas Cenderawasih

Low courage in arguing and high communication apprehension often become major obstacles for high school students when facing academic presentations. This Community Service (PkM) program aims to strengthen students' communicative rhetoric skills and public speaking abilities at SMA Negeri 11 Makassar. Based on a needs assessment, partner students need techniques for persuasive public speaking, self-evaluation tools for their communication performance, and strategies for managing mental anxiety. The program was carried out through a practice-based reflective workshop involving 25 students from the school's intra-organizational board. Quantitative evaluation results showed a significant improvement in students' speaking competence, with the average score increasing from 58.4 (pre-test) to 86.2 (post-test). This result recorded an increase in the score difference by 27.8 points, which is equivalent to a competence growth of 47.6%, with the students' classical completeness rate reaching 92%. Qualitatively, observations and interviews confirmed changes in students' speaking behavior, which became more organized, expressive, and varied, and they were able to reduce anxiety independently. A tangible output of this activity is the Pocket Guide for Practical Public Speaking Based on Reflective Practice for partner students.

Lestari Lestari; Nur Asiah; Safrizal Safrizal

Perspektif: Jurnal Pendidikan dan Ilmu Bahasa 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

The urgency of this research stems from the knowledge gap regarding contextual factors contributing to the underuse of learning media in rural elementary schools, which has not been adequately addressed in previous research, which has tended to focus on urban contexts. This study aims to examine teachers' perceptions at Sugayang Public Elementary School regarding the underuse of learning media in the learning process, as well as the factors that contribute to it. The method used was a descriptive qualitative method, utilizing in-depth interviews as a data collection technique. The data were then analyzed using data reduction, data display, and conclusion drawing techniques according to Miles and Huberman. The results showed that teachers experienced difficulties in using technology, difficulties in creating learning media, and the perception that using media was time-consuming. This reveals an important pattern that the underuse of learning media is a systematic problem rooted in the TPACK gap that is not supported by practical time management solutions. These findings imply that changes in learning practices will not occur simply through the provision of generic technology tools or training; rather, bottom-up and contextual solutions are needed. The novelty of this research lies in the in-depth qualitative approach applied to the under-researched context of rural elementary schools, which has not been studied before. This research contributes through recommendations for the implementation of a peer-mentoring program and the development of a ready-to-use digital learning media bank, thus offering valuable insights for future research with relevant stakeholders.

Alfyani Azzahroh; Alya Sukmasyariah; Hafizhotul Mumtazah

Perspektif: Jurnal Pendidikan dan Ilmu Bahasa 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This research aims to analyze and compare traditional Islamic education systems in Indonesia, Malaysia, and Thailand, focusing on institutional aspects, education systems, learning methods, and curricula. Using a literature study method with a descriptive qualitative approach, this research examines various relevant literature regarding the dynamics of Islamic education in Southeast Asia. The results show that the three countries share fundamental similarities in educational forms, such as pesantren or pondok, which focus on Islamic sciences and moral cultivation. However, significant differences exist in management patterns and the level of integration with government policies. Indonesia maintains a variety of salaf and modern pesantren, Malaysia exhibits a more structured system integrated with the state, while Thailand specifically in the Patani region tends to be adaptive in response to its Muslim minority status. This comparison concludes that the development of traditional Islamic education systems in each country is heavily influenced by the respective social and political contexts.

Afiqah Divaulhaq; Annisa Uljannah

Jurnal Ilmu Kesehatan 2026 Lembaga Pengembangan Kinerja Dosen

Typhoid fever during pregnancy can lead to complications such as uteroplacental infection, miscarriage, and vertical transmission, which causes neonatal typhoid. Typhoid fever is found worldwide and is highly prevalent in developing countries, particularly in tropical regions. It is estimated that there are 11–21 million cases per year and approximately 128,000–161,000 deaths per year; the majority of cases occur in Southeast Asia, South Asia, and Sub-Saharan Africa. Salmonella typhi is a gram-negative bacterium capable of intracellular survival. Symptoms in typhoid patients vary among different groups. While pregnant women with typhoid are more likely to exhibit coughing, non-pregnant patients more frequently report nausea/vomiting compared to pregnant patients. The effects of typhoid fever on pregnancy result from prolonged high fever and poor general health, which can lead to miscarriage, preterm labor, and intrauterine fetal death, especially if the infection occurs during the first or second trimester. Morbidity and mortality rates may be higher in pregnant women. Pregnancy itself does not affect the course of the disease. Prevention of typhoid fever involves adopting a clean and healthy lifestyle, as well as receiving the typhoid vaccine. Two effective vaccines are available for typhoid fever. The live-attenuated oral vaccine (Ty21a) requires four doses, administered 48 hours apart, without concurrent use of antibiotics or antimicrobial medications. Due to reduced gastrointestinal motility in early pregnancy and frequent nausea and vomiting associated with symptomatic gastroesophageal reflux requiring acid-reducing therapy, we do not recommend the Ty21a oral vaccine for pregnant patients.

Shafiqa Aqeela Ramadhani

Lembaga Pengembangan Kinerja Dosen 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to evaluate the success of the New Southern Policy (NSP) in enhancing security cooperation between South Korea and Indonesia during the administration of President Moon Jae-in (2017-2022). The NSP is South Korea's foreign policy designed to deepen relations with ASEAN countries and India through three main focuses: People, Peace, and Prosperity. This study uses a qualitative approach with a desk study method, relying on data such as journal articles, official government documents, and related academic publications. The analysis was conducted by applying the concepts of policy effectiveness and bilateral security cooperation to assess the extent to which the NSP succeeded in meeting its stated targets. The research findings indicate that the NSP made a significant contribution to strengthening security relations between South Korea and Indonesia through increased strategic security dialogue, collaboration in the defense sector, development of the defense industry, and technology transfer to support national defense. Furthermore, the NSP has enhanced Indonesia's position as South Korea's primary strategic partner in Southeast Asia. Therefore, the NSP can be considered successful in strengthening bilateral security cooperation between South Korea and Indonesia during the research period.

Rowiena Sekar Sari; Amiatun Nuryana

This study aims to explore the use of English speaking skills by airline operational staff at Indonesia Air Asia at Juanda International Airport, Surabaya. English plays a crucial role in aviation operations, particularly in ensuring effective communication, maintaining service quality, and supporting operational safety in interactions with international passengers, flight crews, and airport stakeholders. This research employed a descriptive qualitative approach to gain an in-depth understanding of how English is used in real operational contexts and how staff perceive its importance in their daily responsibilities. The data were collected from ten airline operational staff members through semi-structured interviews, direct observations, and document analysis. The data were analyzed thematically following the qualitative data analysis model proposed by Matthew B. Miles, A. Michael Huberman, and Johnny Saldaña. The findings indicate that speaking skills are the most frequently used English skills in daily airline operations, especially when handling passenger inquiries, boarding procedures, and operational coordination. However, several challenges were identified, including difficulties in understanding diverse accents, limited aviation-related vocabulary, grammatical inaccuracies, and a lack of confidence in spontaneous communication. The study concludes that continuous and context-based English training programs are necessary to support airline operational staff in improving their communicative competence, particularly speaking skills relevant to aviation operations and international service standards.

Asna Safitri; Mulyati Sri Rahayu; Iskandar Albin

Antigen : Jurnal Kesehatan Masyarakat dan Ilmu Gizi 2026 LPPM STIKES KESETIAKAWANAN SOSIAL INDONESIA

Cigarette smoke is a major source of free radicals that can cause various health problems, including disturbances in the male reproductive system. Nicotine and other harmful compounds in cigarettes increase oxidative stress and interfere with spermatogenesis. Gotu Kola (Centella asiatica) is a medicinal plant known for its antioxidant properties that may help neutralize free radicals. This study aimed to determine the effect of Gotu Kola leaf extract on the histopathological features of the testes in male Wistar rats exposed to cigarette smoke. An experimental study using a Post-Test Only Control Group Design was conducted on 24 rats divided into six groups: a normal group, a negative control group exposed to cigarette smoke, a positive control group treated with vitamin E, and three treatment groups receiving Gotu Kola extract at doses of 120, 180, and 240 mg/kg body weight for 28 days. The observed parameters were Leydig cell count and seminiferous tubule diameter. One-way ANOVA analysis showed that Gotu Kola extract significantly increased Leydig cell numbers and seminiferous tubule diameter in all treatment groups compared to the negative control group (p < 0.05). Post hoc analysis demonstrated significant differences in tubule diameter, with the highest improvement observed at the 240 mg/kg body weight dose. These findings indicate that Gotu Kola extract has potential protective effects against testicular damage caused by cigarette smoke exposure.

Zahrotun Syifaurrohmah; Alkham Nur Ghazali; Rianita Malikhotul Faoziah

Jurnal Manajemen dan Pendidikan Agama Islam 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

Learning the History of Islamic Culture plays an important role within Malaysia’s education system. Its purpose is to help students develop a strong identity and love for their nation. In this subject, students are not merely taught facts or knowledge about past events; they are also taught moral values, ethics, and a wholesome Islamic worldview. Integrating this subject into the education curriculum aims to provide children with a comprehensive understanding of the development of Islam, both across the Nusantara region and throughout Southeast Asia as a whole. This way, students gain a broad perspective. Furthermore, this subject is designed to foster a love for knowledge in children and to encourage them to uphold Islamic teachings throughout their lives. Its teaching methods are adapted to the changing times, ensuring that the material taught remains relevant to current needs. Through learning the History of Islamic Culture, it is hoped that children will understand the role and contributions of Muslim communities in Southeast Asia, and grow up to be individuals of good character, useful to society, and able to live in harmony with others in accordance with Islamic teachings.

Selvia Junita Praja

Journal of Management and Social Sciences (JIMAS) 2026 Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Decentralisation and democracy are two interrelated concepts in governance reform, particularly in improving the effectiveness of regional development. Decentralisation is often seen as an instrument to strengthen democracy by bringing the decision-making process closer to the people. This study aims to analyse the trend of research publications on decentralisation in Indonesia using a bibliometric analysis approach. The articles used in this study were obtained from Scopus data. From 472 articles found in the scopus database between 1999 and 2025. The selected articles were then managed using biblioshiny and Vosviewer software. The results show that publications related to decentralisation have fluctuated over the last 27 years. The article with the most citations entitled Decentralisation and Democracy in Indonesia: A Critique of Neo-Institutionalist Perspectives has 213 citations. Meanwhile, the highest affiliation shows that the University of Indonesia is the institution with a total of 25 publications. The mapping of articles based on the relationship between keywords (co-occurance) is formed into 8 clusters, each cluster describes topics that are often discussed in decentralisation-related literature such as Indonesia, decentralization, democracy, local government, governance approach, election, Asia and southeast Asia.

Loviana Ressyanti; Yosep Bambang Margono Slamet

International Journal of Multilingual Education and Applied Linguistics 2026 Asosiasi Periset Bahasa Sastra Indonesia

Culture shock is a phenomenon commonly experienced by individuals who encounter unfamiliar cultural environments, including children. This phenomenon is represented in the picture book The Way We Do It in Japan through the experiences of Gregory, an Asian-American child who moves from America to Japan and faces cultural differences in daily life. This study aims to analyze the representation of cultural differences between Japan and America and to examine the stages of culture shock experienced by Gregory throughout the story. This study employs a descriptive qualitative method using textual and visual analysis of the picture book. The analysis applies Oberg’s (1960) concept of culture shock and Pedersen’s (1995) stages of culture shock, including the honeymoon, disintegration, reintegration, autonomy, and interdependence stages. The findings reveal that differences in language, social norms, daily habits, and school practices become the main triggers of Gregory’s culture shock. His experiences develop dynamically from curiosity and confusion to gradual adaptation and cultural acceptance. These experiences also contribute to Gregory’s emotional growth, adaptability, and ability to understand cultural differences more objectively. Therefore, this study highlights the important role of children’s literature in promoting intercultural understanding, empathy, and awareness of cultural diversity among young readers.

Amanda Nur Syafika; Yosep B. Margono Slamet

International Journal of Multilingual Education and Applied Linguistics 2026 Asosiasi Periset Bahasa Sastra Indonesia

Immigrant children often face challenges in adjusting and adapting to new environments. This study analyses the adaptation process of the main character, Unhei, as an Asian American immigrant child in Yangsook Choi’s picture book The Name Jar. This study examines the challenges Unhei faces in The Name Jar as she attempts to adapt and maintain her identity in a new environment in America, including language barriers, cultural differences, and social interactions with peers. This study employs a qualitative method using text and illustration analysis based on the adaptation theory proposed by Lamme et al. (2004), which consists of three stages: making transitions, making connections, and becoming American. The findings show that Unhei experiences various challenges in adapting to her new environment, including language barriers, cultural differences, and difficulties in social interaction. Unhei undergoes three stages of adaptation; making transitions, making connections, and becoming American. In the making transitions stage, Unhei experiences confusion, insecurity, and difficulty adjusting to a new cultural and social environment. In the making connections stage, she maintains connections with her Korean identity through her family, language, traditional objects, and Korean food while gradually building relationships in her new environment. In the becoming American stage, Unhei begins to adapt to American society and develops confidence in accepting her Korean identity without abandoning her cultural background. Furthermore, Unhei’s experience reflects that adaptation does not always occur smoothly, but involves a process of self-negotiation in dealing with cultural differences. The adaptation process is dynamic and influenced by both internal and external factors, and positive social interactions can help accelerate successful adaptation in a new environment.

Ahmad Sabil; Ali Noer Zaman

SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi 2026 STIKes Ibnu Sina Ajibarang

The military coup in Myanmar in February 2021 triggered a prolonged political crisis that impacted the stability of the Southeast Asian region. This study analyzes the role of Thai diplomacy in responding to and contributing to the resolution of Myanmar's social and political conflict between 2021 and 2024. Using a qualitative approach and descriptive-analytical study, this study examines Thailand's diplomatic steps both bilaterally and multilaterally, particularly within the ASEAN framework. The results show that Thailand played a significant role as a facilitator of dialogue and negotiations with the Myanmar military junta through an approach that prioritized the principles of non-intervention, soft diplomacy, and the interests of regional stability. Thailand was also active in encouraging the implementation of the ASEAN Five-Point Consensus and facilitating informal communication channels that created a space for discussion between the junta and the international community. This study concludes that geopolitical interests, border security, and economic relations influenced Thailand's diplomatic stance and strategy in addressing the Myanmar crisis.

Riny Tri Yuliandita; M.Natsir Nugroho; Nofierni Nofierni

International Journal of Economics and Management Sciences 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The premium healthcare industry in urban areas is experiencing increasing competition along with the increase in healthcare facilities and the increasing public demand for fast, comfortable, and quality medical services. In this context, Columbia Asia Pulomas Hospital is implementing an expansion strategy by increasing facility capacity, modernizing services, and adding a Center of Excellence (COE) as a service differentiation. This study aims to analyze customer retention strategies within the Balanced Scorecard (BSC) framework, focusing on the relationship between customer perspectives, internal processes, learning and growth, and their application to the financial perspective. The research method uses a document-based policy and strategy analysis approach, field findings, and a synthesis of Balanced Scorecard theory and patient experience.The analysis shows that customer retention during the expansion phase is influenced not only by clinical quality, but also by the assurance of doctor time in practice, speed of service, physical comfort, and digitization of queues and administration. The addition of a COE has been shown to increase the perception of service value and expand market share through service specialist differentiation. Within the BSC framework, the customer perspective serves as a leading indicator for achieving the financial perspective, where increased patient retention contributes to increased revenue, ROI growth, and long-term financial expectations. The research implications emphasize that strategies for strengthening human resources, modernizing internal processes, and service innovation are important foundations in ensuring successful hospital expansion and enhancing competitive advantage.

Miftahul Rizqi; Zam Akhsanu Zahro; Fatihul Muhaimin; Mochammad Isa Anshori

Epsilon : Journal of Management (EJoM) 2026 Lembaga Pengabdian Masyarakat Universitas Ichsan Gorontalo

The dominance of Western management paradigms in global leadership studies has created homogeneous standards that are less sensitive to non-Western cultural values, while the decolonization of management calls for more contextual, inclusive, and locally-informed approaches. This study aims to analyze the concept of cross-cultural leadership within the framework of management decolonization, identify critiques of Western leadership models, and formulate a conceptual framework for global leadership based on non-Western values. The approach employed is qualitative, drawing on literature review and thematic synthesis of academic publications, international reports, and policy documents relevant to leadership practices in Asia, Africa, and Latin America. The findings reveal that cross-cultural leadership emphasizes collectivism, social harmony, relationality, spirituality, and the integration of local values into decision-making, which significantly diverges from the individualistic and transformational models dominant in the West. These findings underscore the need to reconstruct global leadership standards to be more pluralistic, culturally sensitive, and adaptive to the diversity of multinational organizations. Conceptually, this article contributes an alternative framework for global leadership studies, providing a foundation for managerial practices that respect local cultural values, and offering implications for curriculum development in management education and organizational policies that support inclusivity and sustainability in cross-cultural environments. The abstract reflects the study’s contribution to expanding the literature on cross-cultural leadership through decolonial and indigenous leadership perspectives. Keywords: Cross-cultural leadership, Manajemen decolonization, Non-Western global standards, Indigenous leadership, Postcolonial management, Local cultural values

Arsyiatin Arroby

Bhinneka: Jurnal Bintang Pendidikan dan Bahasa 2026 Universitas Palan

This research deconstructs the manipulative architecture in the propaganda trilogy of the Japanese Army in 1942, namely Nippon Tjahaja Asia, Nippon Pelindoeng Asia, and Nippon Leader Asia, which have often been reduced to mere political euphemisms. With a descriptive-qualitative design, this study integrates Malcolm Coulthard and Alison Johnson's parameter-based Forensic Linguistics as the grand theory, as well as the three-dimensional model of Norman Fairclough's Critical Discourse Analysis (AWK) as an operational analysis instrument. The results of the analysis show that lexical manipulation through the messianic triptych "Light, Protector, Leader" and the use of assertive clauses without copula are engineered to produce false consciousness. Forensic Linguistic Parameters confirm the existence of a planned mens rea (malicious intent) from Sendenbu, with an extreme disparity between commissive speech in the form of a promise of protection and military actus reus in the form of romusha slavery and logistical seizure. This condition fulfills the elements of mass deception. Furthermore, the doctrinal repetition of the slogan is a form of linguistic coercion that exploits power asymmetry to castrate the people's critical reasoning. In conclusion, the invasion of Japanese fascism in Indonesia did not only take place through military equations, but also through a cognitive dictatorship based on language fabrication. This study is relevant as a historical mirror for detecting the anatomy of structural lies in the contemporary post-truth era.

Hermanto, Andi; Syahril, Syahril; Airul Syahrif

Jurnal Riset Rumpun Ilmu Ekonomi 2026 Lembaga Pengembangan Kinerja Dosen

Stock market volatility represents a key indicator of financial market uncertainty, particularly in emerging economies where market structures are still evolving and are highly sensitive to global shocks. This study aims to analyze and compare the volatility dynamics of stock markets in four Asian emerging economies: Indonesia, India, Malaysia, and Thailand. The research employs a quantitative approach using daily stock index data from January 2011 to January 2026 obtained from Yahoo Finance. Stock returns are calculated using logarithmic transformation and analyzed using the Generalized Autoregressive Conditional Heteroskedasticity (GARCH(1,1)) model. Prior to model estimation, stationarity and ARCH effect tests are conducted to ensure the validity of volatility modeling. The empirical findings indicate that all return series exhibit non-normal distribution, strong volatility clustering, and significant ARCH effects. The estimation results show that both ARCH and GARCH parameters are statistically significant, with persistence levels close to unity across all markets, implying that volatility shocks tend to persist over a long period. These findings suggest that emerging stock markets in Asia are highly sensitive to external shocks and exhibit long-memory volatility behavior. The results provide important implications for investors and policymakers in designing effective risk management and market stabilization strategies.

Giawa, Erniman; Palupiningtyas, Dyah

Jurnal Ilmiah Komputerisasi Akuntansi 2026 Universitas Sains dan Teknologi Komputer

The rapid growth of beverage franchises in Indonesia, particularly MIXUE with over 4,000 outlets, necessitates an in-depth examination of the financial management strategies underlying its success. This study aims to analyze the effects of working capital management, supply chain support, and operational cost efficiency on financial performance, as well as to evaluate the investment feasibility of the MIXUE franchise in Indonesia. A mixed-methods sequential explanatory approach was employed, utilizing multiple regression analysis and capital budgeting methods including Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), and Return on Investment (ROI). Data were collected from 50 franchise outlets across Jakarta, Bandung, Surabaya, and Semarang during 2022-2024, supplemented by in-depth interviews with 15 franchisees and 3 regional managers. Results reveal that all three independent variables significantly and positively affect financial performance: working capital management (β = 0.412; p = 0.002), supply chain support (β = 0.358; p = 0.008), and operational cost efficiency (β = 0.486; p < 0.001) with R² = 0.684. Investment feasibility analysis indicates an average positive NPV of IDR 290.1 million, IRR 36.5%, PP 22.2 months, and ROI 56.5%. This study contributes novel insights by integrating financial and supply chain analysis within the context of beverage franchising in emerging Asian markets, providing a comprehensive evaluation framework for prospective investors and franchise system developers.

Gratiana Manik; Laura Mairenza Efendes; Tia Putri Yundaris; Indri Melati; Wella Dwi Arianti

Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

High dependence on the United States Dollar (USD) in international transactions has long been a challenge for economic stability in the Southeast Asian region, especially amidst global exchange rate fluctuations and geopolitical tensions. This study aims to analyze the effectiveness of Local Currency Settlement (LCS) cooperation in supporting intra-ASEAN trade stability. The main focus of this study is how local currency mechanisms can mitigate exchange rate risks and strengthen regional economic integration as part of a de-dollarization strategy. The research method used is descriptive qualitative with a literature review approach, relying on secondary data from central bank reports, ASEAN policy documents, and relevant academic literature. The results show that the implementation of the LCS framework, particularly in countries such as Indonesia, Malaysia, and Thailand, has provided more efficient transaction alternatives by reducing double conversion costs. However, its effectiveness still faces challenges such as low awareness among business actors, limited local currency liquidity compared to the USD, and the need for broader cross-border digital payment system integration. These findings imply the need for strengthened synergy between central banks in the ASEAN region and increased literacy for the private sector so that the economic stability benefits of LCS can be optimally achieved. This strategy not only strengthens monetary sovereignty but also encourages a more resilient ASEAN economic integration against external shocks.

Duski Ibrahim; Hendri Faroza; Agus Srimudin; Dyan Dwianty

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

This study examines the dynamics of Islamic civilization and cultural expressions in Southeast Asia through a comparative analysis of Muslim communities in Indonesia and Thailand. Southeast Asia represents a unique region where Islam has interacted with diverse local traditions, producing distinctive cultural forms and civilizational patterns. The research aims to explore how Islamic values, cultural traditions, and historical experiences shape the development of Muslim societies in both countries.Using a qualitative comparative approach, this study analyzes historical sources, academic literature, and socio-cultural practices within Muslim communities in Indonesia and Thailand. The research focuses on three main aspects: the historical development of Islam, the interaction between Islamic teachings and local cultures, and the role of cultural practices in shaping contemporary Muslim identity.  The findings reveal that Islamic civilization in Southeast Asia is characterized by adaptability, cultural negotiation, and pluralistic expressions. In Indonesia, Islamic cultural expressions tend to be more institutionalized and integrated within national cultural frameworks, while in Thailand, Muslim communities maintain strong cultural identities through local traditions and religious institutions despite existing within a predominantly Buddhist society.  This study contributes to the broader discourse on Islamic civilization by demonstrating that cultural diversity and local adaptation play significant roles in shaping Muslim societies in Southeast Asia. Understanding these dynamics provides deeper insight into the relationship between religion, culture, and civilization in pluralistic societies.

Febri Sari Siahaan; Ety Nurhayaty; Rury Mulina; Mohamad Rizan

International Journal of Economics, Management and Accounting 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study explores how social media–driven green marketing shapes sustainable consumer behavior through a systematic literature review. As concerns about sustainability intensify alongside rapid digital engagement, social media has emerged as a crucial platform for communicating environmental initiatives and influencing consumer responses. Despite this relevance, existing studies remain fragmented across theoretical, contextual, and methodological perspectives, limiting a holistic understanding of the topic. Using the PRISMA approach, this research reviews 42 empirical articles sourced from the Scopus database and analyzes them through the TCCM (Theory–Context–Characteristics–Method) framework. The findings show that most studies rely on intention-based theories, particularly the Theory of Planned Behavior, although there is a growing shift toward integrating social, psychological, and technology-oriented approaches. From a contextual standpoint, the literature is largely concentrated in Asian regions and younger demographics, which restricts broader generalization. Furthermore, results indicate that social media–driven green marketing does not directly affect sustainable behavior but works through important psychological mediators such as trust, engagement, and perceived value. These factors significantly influence how consumers interpret and respond to environmental messages online. The effectiveness of such marketing strategies is also shaped by cultural and demographic differences, making context a critical factor. Methodologically, most studies employ cross-sectional surveys and structural equation modeling, limiting the ability to capture causal and dynamic relationships. Overall, this study provides a structured synthesis, highlights research gaps, and suggests future directions, including cross-cultural analysis, stronger theoretical integration, and more rigorous research designs.