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The growth of information technology has driven changes in consumer behavior, one of which is through e-commerce platforms such as Shopee. This phenomenon has generated a large number of customer reviews, including those for local cosmetic products such as Wardah. These reviews serve as an important source of information for understanding customer perceptions and satisfaction levels. However, manual analysis of large and linguistically diverse datasets is inefficient and potentially subjective. This study aims to implement the multi-category Naive Bayes algorithm to classify the sentiment of Wardah product reviews on Shopee into three categories: positive, negative, and neutral. The data were collected using a web scraping technique and processed through a series of preprocessing stages including case folding, tokenization, stopword removal, stemming, and text cleaning. Subsequently, term weighting was performed using the TF-IDF method prior to classification. Model performance was evaluated using a confusion matrix as well as accuracy, precision, and recall metrics. The results indicate that the multi-category Naive Bayes algorithm achieved an accuracy of 86.00%, a precision of 86.63%, and a recall of 98.24%. This approach can assist business practitioners in objectively understanding customer opinions and support decision-making in business strategy and product development.

This study aims to analyze the relationship between production techniques, selection of textile materials and the level of sustainable fashion implementation in MSMEs in the fashion sector in Indonesia. The method used in this study is a quantitative approach with an expplanatory descriptive design. Data was collected through a questionnaire distributed to MSME respondents in the fashion sector and collected 100 respondents. The variables tested in this study are knowledge of sustainable fashion, production techniques used by MSMEs and textile materials applied in production. Data analysis used validity, readiness, t-test and multiple linear regression tests. The results of the study show that production techniques have a significant influence on the level of sustainable fashion implementation, with a p-value of 0.041. Meanwhile, textile knowledge and materials did not show a significant influence on the implementation of sustainable fashion with a p-value of >0.05. The value of the determination coefficient (R2) for production techniques is very high at 0.95, which shows that production techniques are the most influential factor in the implementation of sustainable fashion in MSMEs in the fashion sector to prioritize the development of sustainable production techniques as the main step towards increasing sustainability in the fashion sector.

The skincare industry in Indonesia is experiencing rapid growth, primarily driven by the significant development of e-commerce and increased consumer awareness of self-care. This surge has resulted in intense competition among brands. This comparative study aims to analyze the role of trust as a mediating variable that connects price fairness, celebrity endorsements, and e-WOM to repurchase intentions for two brands: Somethinc (a science-based brand) and Wardah (a halal-based brand). A quantitative research method was used, involving a survey with a 5-point Likert scale distributed to 150 millennials and Gen Z respondents in Semarang City. The data were analyzed using PLS-SEM (SmartPLS). The findings reveal that both celebrity endorsements and trust have a significant impact on repurchase intentions for both brands. In contrast, price fairness and e-WOM do not have a significant direct effect on either brand. However, the study shows that trust effectively mediates the influence of price fairness, celebrity endorsements, and e-WOM on repurchase intentions. This underscores the vital role of trust in enhancing customer loyalty to Somethinc and Wardah. These findings suggest that strengthening brand trust in skincare products can significantly boost customer loyalty.

This research aims to examine the contribution of the Price Variable, Promotion Variable, and Product Rating Variable to Consumer Purchase Intention for Wardah cosmetic products on the Shopee e-commerce platform. The type of research used is a quantitative approach with data collection techniques through questionnaires distributed to respondents, namely consumers who have purchased Wardah cosmetic products on the Shopee e-commerce platform. The data obtained were analyzed using multiple linear regression techniques.The findings show that the Price variable contributes significantly, indicating that the more appropriate and affordable the price offered is in accordance with consumers’ perceived value, the higher their intention to purchase Wardah products on the Shopee e-commerce platform. Promotion is also proven to make a significant contribution to Purchase Intention, meaning that the more effective, informative, persuasive, and attractive the promotional activities are (both online and offline), the stronger the consumers’ motivation to purchase Wardah products on Shopee. Product Rating also has a significant contribution to Purchase Intention, indicating that the higher the ratings or positive reviews given by other users, the greater the consumers’ interest in purchasing Wardah products on Shopee. Good ratings can lower perceived risk, increase trust, and encourage consumers to make purchases, especially on e-commerce platforms.This research emphasizes the importance of pricing strategies, improving promotional quality, and managing product reviews and ratings as efforts to increase consumer interest and purchase decisions.

This study aims to analyze the influence of entertainment content consumption on TikTok toward the stress levels of university students. TikTok has become one of the most frequently used social media platforms among young adults, offering entertainment, distraction, and emotional relief. Meanwhile, academic stress is a common issue among students due to heavy coursework, deadlines, and pressure to perform. This research uses a quantitative method with a survey distributed to 100 active university students aged 18–24 who own a TikTok account and consume entertainment content such as comedy, challenges, and viral videos. Data were analyzed using descriptive statistics and simple linear regression. The results show that the overall frequency of using TikTok for entertainment is very high (mean = 4.26), while the level of academic stress also falls into the high category (mean = 4.06). Regression analysis indicates that TikTok entertainment content significantly affects students’ stress levels (p < 0.001). Result found is positive, meaning higher TikTok usage is associated with higher stress. The significance value based on the simple linear regression coefficient table is 0.000 < 0.05, so it can be concluded that the variable Use of TikTok Entertainment Content (X) has an effect on the variable Stress Levels Among Students (Y).

In the increasingly developing digital era, the role of influencers on social media has become increasingly significant in influencing consumer behavior and their purchasing intentions. This study aims to quantitatively analyze the relationship between the presence of influencers on social media and consumer purchasing intentions. This research aims to determine how influencers and social media (TikTok) influence the purchasing intentions of Wardah products among female students of STBM Dua Sudara Bitung. This research uses a descriptive quantitative research design. The sample in this study was 77 respondents with a purposive sampling method. In addition, multiple linear regression analysis shows that factors such as age and gender can moderate the relationship between the presence of influencers on social media and purchasing intentions. For example, the millennial generation may be more likely to be influenced by influencers in their purchasing decisions compared to older generations. The data of this study were analyzed using the SPSS program. After the data was tested using a correlation test, the findings in this study obtained a value of 0.717. Then the value in the determination test was 0.000>0.05, which means there is a significant relationship. Furthermore, the results of the simple linear regression test showed that the calculated t-value was greater than the table t-value, indicating significant significance. This means that influencers and social media (TikTok) have a strong influence on Wardah product purchase intention among female students at STBM Dua Sudara Bitung.

This study investigates the influence of Brand Image, Product Quality, and the use of Social Media on consumers’ purchasing decisions to Wardah facial cream. Using a quantitative method with purposive sampling technique, this study involved 120 Wardah product users in the West Semarang area. Data were collected through an online questionnaire and processed using SmartPLS 4.0. The results indicate that product quality and social media usage have a positive and significant effect on purchasing decisions, whereas brand image shows a positive but insignificant effect. This suggests that consumers tend to prioritize tangible attributes such as product quality and active engagement through social media over brand perception The model explains 75.2% of the variance in purchasing decisions (Adjusted R² = 0.752), highlighting the strong explanatory power of the variables examined. Practically, the findings suggest that marketers should prioritize product quality and optimize social media campaigns to boost customer engagement and loyalty, while reassessing brand perception strategies.

The development of digital technology has changed consumer interaction and behavior patterns, including in purchasing decisions. Social media, especially TikTok, has become a strategic platform in marketing due to its interactive and visual content-based nature. Wardah, as a local cosmetics brand, utilizes TikTok through content marketing and Electronic Word of Mouth (E-WOM) strategies to strengthen brand awareness and encourage purchasing interest. This study aims to analyze the influence of content marketing and E-WOM on TikTok social media on the decision to purchase Wardah products. The research method used is quantitative with an associative approach. The research sample consisted of 97 respondents determined through purposive sampling. Data analysis was conducted using validity and reliability tests, descriptive analysis, classical assumption tests, hypothesis testing, multiple linear regression analysis, and the coefficient of determination R2. The results showed that content marketing had a positive and significant effect on purchasing decisions (t-count = 2.188; sig. 0.031). E-WOM also has a positive and significant effect (t-count = 15.020; sig. 0.001), with a more dominant effect than content marketing. Simultaneously, both social media have a significant effect on purchasing decisions (F-count = 119.690; sig. 0.001). The coefficient of determination (R²) of 0.718 indicates that 71.8% of the variation in purchasing decisions can be explained by both social factors, while 28.2% is influenced by other social factors outside the scope of this study. These findings confirm the importance of digital marketing strategies based on creative content and consumer reviews in increasing purchasing decisions for Wardah products on TikTok.

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

The skincare and cosmetics industry continues to grow as public awareness of self-care and beauty trends increases. However, the widespread use of single-use packaging in cosmetic products raises new issues in the context of environmental sustainability. This issue drives the importance of understanding how consumer perceptions of sustainability and other product attributes influence purchasing decisions. This study aims to analyze the effect of perceptions of packaging sustainability, environmental awareness, product price, and packaging design on purchasing decisions for Wardah cosmetic products. This study used a quantitative approach with a survey method of 111 respondents and analyzed using multiple linear regression. The results showed that packaging design and perceived packaging sustainability had a significant effect on purchasing decisions, with packaging design as the most dominant factor. In contrast, the variables of environmental concern and product price do not have a statistically significant effect. The model used explains 65.37% of the variation in consumer purchasing decisions. This study indicates that consumer decisions are more influenced by visual aspects and sustainability values that are explicitly communicated through packaging. This study supports the Theory of Planned Behavior (TPB) framework and provides a practical contribution for cosmetics manufacturers in designing sustainable packaging strategies.

Faith crisis is one of the psychological and spiritual challenges faced by university students during their identity-seeking phase. The inner conflicts that arise are often related to academic pressure, social interactions, and deep questions about belief. This study aims to explore the dynamics of inner conflict experienced by students and the role of religious resolution in their recovery process. Using a qualitative approach through in-depth interviews with five students from different religious backgrounds, the study found that faith crises can trigger psychological stress, but this can be mitigated through mature religious understanding, support from spiritual communities, and engagement in religious activities. The study highlights the importance of religious support in managing inner conflicts during the transition to early adulthood.

Multicultural counseling is a procedure including counselors and counselees with different cultural backgrounds, multicultural counselors need to understand multicultural factors that are in accordance with the conditions of guidance counselees. This research used a qualitative methodology, specifically a literature review, that consists of obtaining data sources relevant to the research issue. The primary data source is derived from the article manuscript, which will be evaluated through descriptive analysis.The purpose of this research is to enhance understanding related to multicultural guidance and counseling models. The findings of this research encompass (1) the concept of multicultural guidance and counseling, (2) multicultural guidance and counseling models, and (3) types of multicultural guidance and counseling in Indonesia.

This study investigates the impact of product quality, price, and brand image on the purchasing decisions of Wardah facial moisturizer among female students at the Faculty of Economics and Business, University of Lampung. Wardah was selected due to its popularity among young consumers and its reputation as a halal-certified brand offering affordable, high-quality products. Using a quantitative survey method, data were collected from 115 respondents who had purchased the product at least three times. The analysis, conducted through multiple linear regression, reveals that product quality, price, and brand image significantly influence purchase decisions both individually and simultaneously. These results highlight the importance of these factors in consumer decision-making and offer practical insights for cosmetic companies, especially Wardah, in crafting marketing strategies tailored to the preferences of young consumers. Additionally, the findings contribute to the growing body of marketing literature on cosmetic products in the Indonesian context.

an important biological sign of pubertal development in girls. The height of adolescent girls can also be affected by early menarche. Adolescent girls are an important investment in the country, as they are the next generation that will shape the future. The progress of the nation is determined by the role of active young women in the family, community, and country. They will be the key to creating positive changes and achieving development goals. This study aimed to evaluate the relationship between the nutritional status of adolescent girls and age at onset of menarche. This cross-sectional observational study included 70 adolescent girls aged 17-20 years.

This study aims to analyze the marketing strategy of  Wardah, a leading cosmetic brand in Indonesia. The main focus of the research is to identify the effectiveness of Wardah’s marketing strategies in boosting sales and customer loyalty. The research employs a descriptive quantitative method by distributing questionnaires to respondents who are Wardah consumers. The collected data were analyzed using descriptive statistical techniques to describe the relationship between marketing strategies and consumer behavior. The findings reveal that digital-based marketing strategies, product quality, and Islamic brand image significantly influence customer satisfaction and loyalty. These findings are expected to serve as a reference for depeloping more effective marketing strategies.  

This study discusses the material on the relationship between multicultural education and the democratic political system in Indonesia from the perspective of Islamic Religious Education. Multicultural education adheres to the principle of equality of rights and degrees in education, regardless of differences in ethnicity, race, religion and culture. Meanwhile, in the existing democratic political system in Indonesia, adhering to the Pancasila Democracy system which holds the principle of difference is the capital of unity, different but still one in the frame of freedom for each individual to choose the direction of democracy and politics, but does not cause division in one unit as a child of the nation. The results of this study show that there is a strong relationship between multicultural education and the democratic political system in Indonesia based on the perspective of Islamic Religious Education, the relationship is as follows: 1) Divine relationship, 2) Justice relationship, 3) Equal relationship of rights and degrees, and 4) Independence relationship.

Street lighting is infrastructure that the community needs at night, as a support for improving the safety, comfort and security of motorists. Street lighting sometimes still does not comply with the standards determined by the National Standards Body 7391:2008, so sometimes it requires recalculation according to the standard requirements determined by the National Standards Body. Jalan Margomulyo Surabaya is an arterial road with a width of 11 meters and a length of 4000 meters. This road is an industrial and warehouse area which is passed by large trucks of cars, motorbikes and the surrounding community every day. The lighting on Jalan Margomulyo is still found to be less than optimal and there are still black spots at several points, so re-planning needs to be done to produce maximum lighting. On Jalan Margomulyo there are around 90 ornamental poles with 120 Watt LED lights. Which produces an average illumination of 13.9 lux and consumes energy of 129.6 Kwh/day. However, the results of the lights installed in the field produced an average illumination that was less than optimal, so re-planning was carried out using 150 Watt LED lights with an ornamental handlebar angle of 19.19 for 90 light points along the road, which would produce an average illumination of 19.09 lux, light intensity 1863.05 cd which is in accordance with the National Standards  7391:2008.

This study aims to analyze the theories of multicultural education approach and its application in the context of Islamic Religious Education (PAI). Using a qualitative approach based on literature study, this research explores theories such as social justice, pluralism, social interaction, constructivism, humanism, and social transformation, and their relevance to Islamic values. The results show that multicultural education is in line with Islamic teachings, such as tolerance, justice, empathy, and respect for diversity. The integration of these theories in PAI can create an inclusive learning environment that encourages intercultural dialogue, character development, and respect for differences. Implementation challenges include stereotypes, limited resources and lack of teacher training, while opportunities include increased tolerance, curriculum enrichment and technology utilization. This research highlights the importance of education policies that support multicultural inclusivity and relevance in building a harmonious society.

Multicultural education in Indonesia is an important approach to creating an inclusive and harmonious society, considering the ethnic, cultural, and religious diversity that exists in the country. This research aims to explore the dynamics of multicultural education, the challenges faced in its implementation, and provide recommendations for educational policies and practices. The method used is library research, with thematic analysis of various relevant literature. Key findings suggest that while multicultural education has great potential to build tolerance and mutual understanding, its implementation is still hampered by a lack of understanding among educators and limited resources. Concrete examples of multicultural educational practices in some schools show that with the right approach, this education can have a positive impact on student attitudes. The resulting recommendations include improved training for teachers, curriculum revision, and collaboration with the community. The study also identified the need for further studies to explore the long-term impact of multicultural education and its comparison with practices in other countries. By overcoming the existing challenges, it is hoped that multicultural education can be implemented more widely and have a positive impact on future generations in Indonesia.

Indonesia is a country with a vast diversity of cultures, religions, and ethnicities, which makes it one of the most pluralistic societies in the world. Multicultural education is present as a strategic approach to instill the values of tolerance, inclusion, and social harmony in the midst of this diversity. This article explores the nature of multicultural education in Indonesia from the perspective of Islamic education, which emphasizes respect for differences as part of the sunnatullah. Through literature research methods, this article discusses the concept, implementation, and challenges of multicultural education in the national education system. The results of the study show that multicultural education can be implemented through the development of diversity-based curriculum, teacher training to manage multicultural classrooms, and the creation of an inclusive educational environment. The Islamic perspective provides a strong philosophical and normative foundation to support multicultural education, such as the teachings of the Qur'an and Hadith that emphasize the importance of tolerance and intercultural dialogue. However, the implementation of multicultural education faces challenges, including cultural resistance from exclusivity groups and limited resources in schools, especially in remote areas. This article recommends strengthening the socialization of multicultural values, developing contextual teaching materials, increasing teacher training, and allocating adequate resources as solutions to overcome these challenges. By integrating Islamic values in multicultural education, Indonesia can build a generation that is tolerant, inclusive, and able to maintain social harmony in the midst of diversity. This article contributes to enriching the discourse of multicultural education and offers practical solutions for its implementation.