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Aghisna Tsanil Mafasa; Nasila Ayu Natasya; M Rikza Chamami

Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

Sufism as a spiritual approach has a great potential to prevent mental health problems among Generation Z students at UIN Walisongo Semarang. This is because Sufism focuses on inner balance, self-awareness, and strengthening spiritual values that can be a source of psychological resilience. This study aims to investigate how Sufism practices such as dhikr, self-reflection, and spiritual guidance can help prevent mental health problems, such as stress, anxiety, and loneliness among Generation Z students. The method used in this study is a qualitative study with a phenomenological design. Data were obtained from in-depth interviews with students, observations of religious activities on campus, and focus group discussions, then analyzed thematically. Interviews were conducted with three students: Wilda Ismatus Sarifah (Faculty of Tarbiyah and Teacher Training), Sinta Wahdatul Khusna (Faculty of Tarbiyah of Social and Political Sciences), and Umi Fathonah (Faculty of Tarbiyah and Teacher Training). The study found that regular Sufism practice guided by experienced individuals helped students feel more meaningful, more socially connected, and develop coping strategies. This was associated with reduced symptoms of stress and anxiety, as well as improved well-being. The study recommends integrating Sufism-based spiritual programs into campus counseling services and character development activities. It also recommends training spiritual mentors and fostering collaboration between student welfare units and religious institutions on campus to support the mental health of young people.

Muhammad Danial Fitroh; Moh. Sakir; Ali Mutafi

Mutiara : Jurnal Penelitian dan Karya Ilmiah 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to analyze the values of qana’ah (contentment and gratitude) in the novel Sepatu Dahlan by Khrisna Pabichara. This research employs a qualitative approach with a library research design. Data were collected through documentation techniques by analyzing the novel text and supported by relevant literature on Islamic values, character education, and literary studies. The data were analyzed using descriptive qualitative methods to identify and interpret the representation of qana’ah values portrayed in the main character. The results show that the value of qana’ah is reflected in Dahlan through acceptance of reality with sincerity, self-control over desires, patience in facing hardship, absence of envy, and constant gratitude despite economic limitations. These values are not only formed individually but are also strongly influenced by family education through parental role modeling, moral guidance, and everyday life experiences. Furthermore, the value of qana’ah presented in this novel is highly relevant for adolescents in the digital era, particularly in dealing with FOMO, materialistic tendencies, and consumerist lifestyles. Therefore, Sepatu Dahlan can serve as an effective medium for character education in fostering qana’ah, gratitude, resilience, and moral awareness among the younger generation.

Maulidizen, Ahmad; Azizli, Kamran; Fadhlurrahman, Fauzan Ulwan; Abdullayev, Kamran

Societal Serve: Journal of Community Engagement and Services 2026 Pusat Riset dan Inovasi Nasional Mabadi Iqtishad Al Islami

This community engagement program aimed to strengthen entrepreneurial capacity and digital literacy among santri at Asy-Syifa Al-Islami Islamic Boarding School, Parung Bogor, Indonesia. The program was designed in response to the growing importance of entrepreneurship and digital competencies in supporting youth empowerment, economic participation, and sustainable community development. The activities involved Islamic boarding school students who had limited access to entrepreneurship education, digital business training, and practical technology-based learning opportunities. To address these challenges, participatory workshops, mentoring sessions, collaborative discussions, and practical digital entrepreneurship training were implemented over a three-month period involving 55 participants. The program focused on entrepreneurial mindset development, digital marketing, financial literacy, social media utilization, and small business management skills. The findings demonstrated significant improvements in entrepreneurial awareness, digital literacy, communication skills, creativity, teamwork, and self-confidence among participants. Qualitative results also revealed increased motivation among santri to develop small businesses and utilize digital platforms productively. Participants showed greater readiness to engage in entrepreneurship activities and adapt to technological developments after completing the program. The integration of entrepreneurship education and digital skills training proved effective in promoting youth empowerment and sustainable community participation. Overall, the program highlights the importance of community-based entrepreneurship and digital literacy initiatives in strengthening the socio-economic capacity of Islamic boarding school students

Risma widyawati; Anniez Rachmawati Musslifah

Tabsyir: Jurnal Dakwah dan Sosial Humaniora 2026 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to examine the role of teachers in developing emotional intelligence among adolescent students at SMP Kesatrian Surakarta. Emotional intelligence is an essential aspect that supports academic achievement, social relationships, and character development. This research employed a qualitative approach using a case study method. Data were collected through in-depth interviews with 15 teachers teaching grades VII to IX, participant observations in classroom settings, and analysis of relevant school documents. The findings reveal that teachers play a strategic role in fostering students’ emotional intelligence through three primary approaches: emotional modeling by demonstrating appropriate emotional management (45%), facilitating emotion-based learning activities (30%), and evaluating students’ emotional intelligence development (25%). These roles significantly contribute to improving students’ self-awareness, self-regulation, empathy, and social skills. Supporting factors include emotional intelligence training programs provided by the local education authority and the school’s commitment to creating a supportive learning environment. However, major challenges consist of high administrative workloads among teachers (70%) and limited counseling facilities (50%). This study recommends continuous teacher training, the integration of emotional intelligence modules into lesson plans, and collaboration with school psychologists to ensure long-term monitoring and development of students’ emotional competencies. The findings contribute to the enrichment of emotional intelligence literature within the context of Indonesian secondary education.

Nelciyani Padudung

Coram Mundo : Jurnal Teologi dan Pendidikan Agama Kristen 2026 Sekolah Tinggi Teologi Injili Arastamar (SETIA) Ngabang

This research aims to examine how the functions of Christian counseling (preventive, curative, developmental, and pastoral) can be integrated into the practice of Christian Religious Education as an effective strategy to support adolescents’ faith development. The background of this study arises from the fact that adolescents experience a crisis of faith that is not only related to theological aspects but also affects their psychological and emotional well-being. On the other hand, christian religious education practices in schools often remain focused on the transfer of doctrinal knowledge without being balanced by adequate personal guidance. This study applies a qualitative method through literature review and conceptual analysis of christian counseling theory, theories of adolescent faith development, and pedagogical practices in christian religious education. The findings indicate that integrating Christian counseling functions into the design of christian religious education learning can create a dialogical, reflective, and pastoral classroom atmosphere, providing opportunities for adolescents to develop spiritual discernment, self-awareness, and the ability to make responsible moral decisions. This article discusses the relevance of counseling to adolescents’ spiritual development, the characteristics of their faith development, the challenges of implementing counseling in Christian educational institutions, and the design of learning based on dialogue, reflection, and mentoring. In this way, the integration of christian counseling in christian religious education is considered a holistic approach that enriches the meaning of faith education and supports adolescents’ faith growth in a contextual, profound, and sustainable manner.

Samuel Elkana; Donalia Reynaldo

REDOMINATE : Jurnal Teologi dan Pendidikan Agama Kristiani 2026 Sekolah Tinggi Teologia Kerusso Indonesia

This study aims to analyze the relationship between the intensity of glossolalia practice and cognitive functioning among theological college students through a qualitative-exploratory approach. Glossolalia, commonly practiced within charismatic Christian traditions, has generally been examined from theological and phenomenological perspectives, whereas its relationship with cognitive aspects remains relatively underexplored. This study employed in-depth interviews and participant observation involving theological college students who actively engage in glossolalia as part of their regular spiritual practice. The findings indicate that a higher intensity of glossolalia practice is associated with increased self-awareness, improved emotional regulation, and heightened internal focus. These experiences indirectly contribute to several cognitive functions, particularly attention, reflective awareness, and metacognitive reflection. The study also shows that students perceive glossolalia not only as a spiritual expression but also as a practice that supports inner concentration and personal reflection. These findings contribute to interdisciplinary discourse between practical theology and cognitive science by offering insights into how spiritual practices may relate to cognitive processes. Furthermore, this study provides a conceptual foundation for further empirical research using broader samples and measurable cognitive indicators in future investigations.  

Dwi Sloria Suharti; Syaadiah Arifin; Diah Aryani; Hani Dewi Ariessanti

International Journal of Educational Research 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

This study explores Indonesian EFL student teachers’ experiences of learning to write news articles through blogging in a Journalism course. The study was motivated by the need to provide meaningful and genre-based writing practice for EFL student teachers, who often face difficulties in generating ideas, organizing information, meeting genre expectations, and writing for authentic aences. Employing a qualitative case study design, the study involved twenty undergraduate student teachers from a private Islamic university in Tangerang, Indonesia; all participants completed an online quetaire, and five volunteers joined follow-up semi-structured interviews. The questionnaire data were alysed descriptively, while the interview data were examined thematically. The findings indicate that blogging supported regular writing practice, helped students understand news text structure, enouraged clearer organization of headlines, leads, and supporting details, and increased engagement by allowing students to publish and share their work. Blogging also promoted peer interaction and selfevaluation because students could read, compare, and comment on one another’s posts. However, some paticpants eprienced challenges related to technical blogging skills, uncertainty about writing standards, limited peer feedback, and discomfort with public online publication. The study concludes that blogging can serve as a useful platform for EFL news writing when it is supported by explicit istrucion, relevant tasks, clear assessment criteria, structured feedback, and ethical awareness in using digital and AI-driven tools.

Dwi Noviani; Hilmin Hilmin; Hairun Nisa; Choiriyah Choiriyah; Tegar Ash Shiddiq

Jurnal Inovasi Sosial dan Pengabdian 2026 Lembaga Pengembangan Kinerja Dosen

The acceleration of digitalization in recent years has shaped a new socio-economic landscape in Indonesia. Access to app-based financial services and online entertainment has increased rapidly, but at the same time, illegal online lending and digital gambling, targeting adolescents, have flourished. This paper explores a Community Service intervention model that combines preventative digital literacy and artificial intelligence (AI) optimization within the La Tansa Islamic Boarding School in Palembang. The research was conducted using a qualitative approach with participant observation, in-depth interviews, focus group discussions, and written reflection analysis. Findings indicate that strengthening digital literacy based on critical awareness not only improves risk understanding but also deepens self-control integrated with religious values. AI training for educators also encourages changes in learning practices to be more adaptive and reflective of the dynamics of the digital era. This model offers a digital resilience approach that can be replicated in other educational institutions with similar characteristics.

Bonifasius Laksana Matahari; Tjang, Yanto Sandy; Amandus Suhaedi Dol; Bonifasius Bonifasius; Budi Tjahja Halim +3 more

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

The study highlights the importance of spirituality as a foundational framework for shaping adolescents’ life orientation in the complex digital era, marked by pervasive distractions and fragmented meaning. Ignatian spirituality, emphasizing reflection and lived experience as loci of encounter with God, provides a contextual approach to help adolescents construct deeper existential meaning. The study aims to examine how reflective practices within this framework support students of SMK Katolik St. Mikael Surakarta in internalizing spiritual values and navigating digital challenges. Using a qualitative descriptive case study design, data were collected from 195 reflective writings of twelfth-grade students and reduced to 90 representative samples. The film Hacksaw Ridge was employed as a reflective stimulus to enhance affective and existential engagement. Data analysis was conducted using the four pillars of Jesuit education: Competence, Conscience, Compassion, and Commitment. The findings reveal that all reflections contain at least one element of the 4C framework integrated with Ignatian spirituality. Reflection serves not only as a medium of self-expression but also as a transformative process fostering moral awareness, social sensitivity, and commitment to action. It effectively enables students to process both personal and digital experiences into meaningful learning. The study affirms the strong relevance of integrating spirituality, reflection, and Ignatian pedagogy in contemporary education, contributing to the formation of reflective, value-oriented individuals committed to the common good.

Zahra Azkiya; Evy Nurmiati

Polygon : Jurnal Ilmu Komputer dan Ilmu Pengetahuan Alam 2026 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

The rapid digitalization in Indonesia, reaching 180 million active social media users, has not been accompanied by adequate security system resilience, thereby triggering massive data breach risks. This study aims to analyze the privacy navigation mechanisms of the digital society as an instrument for mitigating information leaks. The method used is descriptive qualitative with a literature study (library research) approach, which examines primary and secondary literature related to regulations, digital behavior, and user psychological factors. The research findings indicate that privacy navigation in the digital era has not operated optimally due to the dominance of social existence needs, which triggers the privacy paradox phenomenon. Although users possess knowledge regarding cyber risks, the desire for social validation through self-disclosure often overrides technical protection logic. The practice of using secondary accounts (second accounts) was found to be a form of manual navigation, yet its effectiveness remains dependent on individual digital literacy. The implications of this research emphasize that mitigating information leaks requires the integration of critical user awareness, platform governance transparency, and consistent law enforcement through the PDP Law. Digital awareness must transform into reflexive protective behavior to maintain informational sovereignty in cyberspace.  

Aisa Rosa; Rienika Putri; Vieronica Varbi Sununiati; Istiqomah Istiqomah; Deni Aries Kurniawan

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

Consumerism is an increasingly dominant phenomenon in modern society along with the development of capitalism, globalization, and information technology. Society's consumption patterns have shifted from being primarily oriented toward fulfilling needs to fulfilling symbolic desires. In this context, Jean Baudrillard's thinking is relevant in explaining that consumption is no longer based on use value, but rather on the sign value inherent in a commodity. This study aims to analyze the phenomenon of consumerism in modern society through Jean Baudrillard's critical perspective and to uncover its social implications. The research method used is a qualitative approach with library research, which examines various scientific literature, books, and journals related to consumerism and simulation theory. The results show that consumerism has created a pseudo-reality (simulacra), where individuals consume based on symbolic impulses shaped by the media, advertising, and popular culture. Consumption becomes a means to construct self-identity and gain social recognition, thus encouraging excessive consumer behavior. Furthermore, this phenomenon also results in social alienation, identity crises, and dependence on the global capitalist system. Thus, consumerism is not only an economic activity but also a complex socio-cultural phenomenon. Therefore, critical awareness is needed so that society can be more rational and selective in its consumption practices

Hardiansyah Rasyidin; Syamzaimar Syamzaimar

Jurnal Nakula : Pusat Ilmu Pendidikan, Bahasa dan Ilmu Sosial 2026 Asosiasi Riset Ilmu Pendidikan Indonesia

This study aims to determine the influence of religious activities on adolescent behavior in daily life. Adolescence is a developmental phase that is vulnerable to various environmental influences, both positive and negative. Therefore, religious activities are considered one of the efforts to develop character and morality that can shape adolescents’ behavior in a positive direction. This study employed a quantitative approach using a survey method. Data were collected through observation, questionnaires, and documentation involving adolescents who actively participated in religious activities at school and within the community. The data were analyzed using simple statistical analysis techniques to identify the relationship and influence between the intensity of religious activities and adolescent behavior. The results showed that religious activities have a positive influence on adolescent behavior, particularly in aspects such as discipline, responsibility, politeness, social awareness, and self-control. Adolescents who actively participate in religious activities tend to demonstrate better behavior compared to those who are less involved. In addition, religious activities also contribute to reducing deviant behaviors among adolescents, such as juvenile delinquency, negative social interactions, and lack of respect toward parents and teachers. Therefore, religious activities can serve as an effective means of character building and strengthening moral values among adolescents in the modern era.

Silvinus Hayon Bening; Yohanes Kurniawan Oban

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

Nowadays, social media has shaped a new interaction space for human to communicate and access information broadly within a new reality phenomenon called the (global village), a term popularized by Marshall McLuchan. Although it open opportunities for limitless relationship, this phenomenon also frequently gives rise to several moral issues, such as consumerist culture, body exploitation, and the tendency of individuals to build self-identity based on social judgment. This situation aligns with Charles Horton Cooley’s idea., which asserts that self-identity is often formed through the perspective of others. Based on this context, this study aims to examine the relevance of the concept of haecceitas in John Duns Scotus thought as a basis for criticizing moral degradations in social media practices. This research uses a qualitative method through literature study and philosophical analysis of the digital identity phenomenon. The results of the study show that the concept of haecceitas emphasizes the uniqueness and dignity of every person as an individual who cannot be reduced by social construction or the demand of popularity on social media. This concept can serve as a basis for ethical reflection to strengthen the awareness of one’s distinctive identity and respect for the human body in the digital space.

Carelina Ephifania Siagian; Florensya Angelica Delarosa Zalukhu; Zairindra Anggun Safitri; Viero Varbi Sununianti; Istiqoma Istiqoma +1 more

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

The development of social media has brought significant changes in how individuals perceive themselves, especially among female university students who are in the stage of identity formation. Social media is not only used as a communication tool but also as a space that presents homogeneous beauty standards which can influence self-perception. This study aims to analyze the construction of beauty standards on social media and their impact on female students’ self-perception. The research uses a qualitative approach with a literature review method by analyzing 20  relevant academic articles published between 2020 and 2025. Data analysis was conducted using descriptive qualitative techniques, including data reduction, data presentation, and conclusion drawing. The results show that beauty standards on social media are constructed through repeated visual representations and reinforced by algorithmic systems, creating an idealized image of beauty. This condition encourages female students to engage in social comparison, leading to self-dissatisfaction and decreased self-confidence. However, these effects vary depending on individuals’ ability to filter and interpret information. This study highlights the importance of developing critical awareness in social media use to avoid being influenced by unrealistic beauty standards.

Raina Parmitalia Dinda; Rita Fazlina; Rezqi Malia; Alvisyahri Alvisyahri; Veranita Veranita +8 more

Jurnal Pengabdian dan Kesejahteraan Masyarakat 2026 Lembaga Pengembangan Kinerja Dosen

This community service activity aimed to build a disaster preparedness culture through earthquake and tsunami simulation activities at Madrasah Aliyah Negeri 2 Suak Timah, West Aceh Regency. The activity was motivated by the high risk of earthquake and tsunami disasters in the coastal area of West Aceh and the limited understanding of students regarding disaster mitigation and evacuation procedures. This program was carried out through collaboration between the Regional Disaster Management Agency (BPBD) of West Aceh Regency, lecturers from the Civil Engineering Department of Teuku Umar University, the Samatiga Community Health Center, and the school. The methods used included education, socialization, demonstrations, and direct simulations regarding self-rescue actions during earthquakes and tsunamis. The simulation was conducted at Suak Timah Football Field as the evacuation gathering point. The results showed an increase in students’ and school members’ knowledge and preparedness in facing disasters. Participants were able to understand evacuation routes, perform self-protection actions, and follow evacuation procedures in an orderly and rapid manner. Evaluation results indicated that disaster mitigation understanding reached 85%, self-rescue ability 88%, accuracy in following evacuation routes 90%, discipline during simulation 92%, and participant involvement reached 95%. This activity also encouraged the formation of a disaster awareness culture and the emergence of active student roles as preparedness pioneers within the school environment. Therefore, disaster simulation proved to be an effective educational medium in improving the capacity and preparedness of school communities toward earthquake and tsunami risks.

Catherine James

Damai : Jurnal Pendidikan Agama Kristen dan Filsafat 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

This study aims to analyze the implementation of group guidance services in developing alpha girl characteristics among senior high school (SMA) female students. The method used is a literature review by examining various relevant sources, including books and scientific journals published within the last five years. The findings indicate that group guidance plays a significant role in shaping alpha girl characteristics through social interaction, group dynamics, communication skills, and participatory learning experiences. Through the stages of formation, transition, core activities, and termination, students gradually experience improvements in self-confidence, independence, leadership ability, and the courage to express themselves in social settings. This developmental process does not occur instantly but emerges through repeated experiences supported by a conducive group environment, effective facilitation from counselors, and continuous self-reflection. In addition, peer feedback within the group contributes to strengthening personal awareness and emotional maturity. Therefore, group guidance services can serve as an effective and systematic strategy in supporting the development of alpha girl characteristics among senior high school female students.

Awa Najwa Mardiyah; Azca Nawal Makiyah Hr; Gunawan Gunawan; Uswatun Nabilah; Vanny Dwi Putri

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

This study aims to explore issues faced by students and the contribution of guidance and counseling (BK) services in addressing various challenges at MTSN Cirebon. The issues studied include low levels of discipline, school withdrawal behavior, lack of learning motivation, and smoking habits among students. This study employed a qualitative, descriptive approach. Participants in the study consisted of BK teachers, students, and student organizations (OSIM and MPK) selected using a purposive sampling technique. Data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted using an interactive model involving data reduction, data presentation, and conclusion drawing. Its validity was tested through triangulation of sources and techniques. The findings of this study indicate that the issues faced by students are influenced by internal and external factors, such as lack of self-awareness, low learning motivation, environmental impacts, and excessive use of social media. BK services play a vital role in addressing these issues through preventive and curative approaches, as well as collaboration between teachers, students, parents, and school organizations. In addition, consistent discipline, engaging learning methods, and monitoring of student behavior are also crucial elements in problem-solving efforts. This research confirms that resolving student issues requires a comprehensive and collaborative approach across all parties within the school environment. Guidance and counseling services play a strategic role in supporting students in overcoming challenges and developing their full potential.

Fitriana Wijaya

Karakter : Jurnal Riset Ilmu Pendidikan Islam 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

Knowledge should not only make human beings intellectually capable, but also guide them to understand the meaning and direction of life. However, in modern education, knowledge is often reduced to an instrument for obtaining grades, degrees, employment, and material success. This condition indicates a crisis of meaning in education, where knowledge grows rapidly but is not always followed by moral awareness and spiritual maturity. This article examines the Philosophy of Unity of Sciences as an alternative paradigm to restore the meaning of knowledge in modern education. This study uses library research with a descriptive-critical approach. The primary sources include the Qur’an, Hadith, Al-Ghazali’s Iḥyā’ ‘Ulūm Al-Dīn, Syed Muhammad Naquib Al-Attas’ Islam and Secularism, and the Javanese ethical text Serat Wedhatama. This article is also strengthened by the thoughts of Muslim scholars such as Al-Kindi, Al-Farabi, Ibn Sina, Al-Biruni, Ibn Al-Haytham, Al-Khawarizmi, and Ibn Khaldun. The result of this study shows that the Philosophy of Unity of Sciences views all knowledge as originating from Allah. Therefore, religious knowledge and general knowledge should not be separated or opposed to each other. Both should work together to form human beings who are faithful, rational, ethical, and responsible. In this sense, knowledge can be understood as “a way home”, namely a way to return to God, to the self, to humanity, and to nature.

Apitta Fitria Rahmawati; Yuris Tri Naili; Monica Puspa Dewi

ARDHI : Jurnal Pengabdian Dalam Negri 2026 Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

The development of digital technology and artificial intelligence (AI) has increased youth interaction in cyberspace, while also elevating the risk of digital crimes, both as perpetrators and victims. This community service program AIms to strengthen legal awareness and AI-based self-protection skills among students of SMKN 1 Kaligondang, \Purbalingga Regency. The implementation methods include interactive workshops, digital security trAIning, case simulations, and the use of a mini AI assistant as a preventive educational tool. Evaluation was conducted through pre-test and post-test assessments, participatory observation, and participant reflection. The results indicate an improvement in participants’ understanding of digital law, particularly regarding the provisions of the Law on Electronic Information and Transactions and its relevance to the Indonesian Criminal Code. In addition, participants’ technical skills in securing digital accounts, identifying phishing attempts, and responding to cyber risks have also improved. The use of AI has proven to enhance participation and contextual understanding. Overall, the program is effective in fostering legal awareness, improving digital protection capabilities, and shaping responsible behavior in cyberspace.

Agus Sunaryo; Anna Krisdaningsih; Sugeng Eko Yuli Waluyo; Adil Abdillah

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

This research examines the transition from brand awareness to brand meaning within saturated digital ecosystems, specifically focusing on how global brands like Pepsi and Apple navigate the "paradox of ubiquity." The objective is to identify the mechanisms through which brand authenticity and cultural resonance cultivate long-term loyalty and prevent product substitution. Utilizing a qualitative analysis of contemporary branding frameworks and case studies, the study demonstrates that mere visibility is insufficient in modern markets; instead, consumers demand a "glass box" alignment between internal corporate culture and external values. Findings reveal that brand authenticity, characterized by continuity and integrity, serves as a critical defense against commoditization by fostering self-congruity between the brand and the consumer's identity. The implications suggest that brand management must pivot toward narrative-driven communication and community-centric strategies that prioritize cultural salience over vanity reach metrics. Ultimately, the study concludes that in the digital age, a brand’s significance in a consumer's life is the primary driver of resilient brand equity.