MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.

This research is motivated by the importance of promoting environmentally friendly behavior (Employee Green Behavior) in the state-owned construction service industry. The study aims to examine the influence of Green Organizational Culture (GOC), Green Work Engagement (GWE) and Green Human Resource Management (GHRM) as the antecedent of EGB. The research methodology employs a quantitative approach through surveys conducted with employees of construction service companies under state-owned enterprises (BUMN). The sampling technique used in this study is simple random sampling, involving a total of 386 permanent employees from construction companies. The analysis method utilized in this research is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), using the SmartPLS 3.0 analysis tool. The results indicate that GHRM, GOC, and GWE directly influence EGB. These findings reinforce the AMO and NAM theories. This research contributes theoretically to the literature on sustainable human resource management and provides practical benefits for companies sustainable strategies.

Penggunaan teknologi informasi dan komunikasi yang semakin masif di kalangan generasi muda, khususnya siswa SMK, menuntut pemahaman yang mendalam tentang regulasi yang berlaku. Penelitian ini bertujuan untuk meningkatkan kesadaran hukum siswa SMK N 1 Kisaran terkait Undang-Undang Informasi dan Transaksi Elektronik (UU ITE) sebagai bekal memasuki lingkungan perguruan tinggi. Kegiatan sosialisasi dilakukan melalui penyampaian materi, diskusi, dan tanya jawab. Hasil penelitian menunjukkan adanya peningkatan pemahaman siswa mengenai ketentuan UU ITE, terutama terkait etika berinternet, hak cipta, dan pencegahan tindak pidana siber. Diharapkan, sosialisasi ini dapat membentuk karakter siswa yang bijak dalam memanfaatkan teknologi dan meminimalisir pelanggaran hukum di kemudian hari.

The rapid development of information technology has changed the way humans communicate, especially through social media. Generation Z, who grew up in the digital era, has its own characteristics in using social media, including in terms of interacting and communicating. The purpose of this study is to explore the ethics of communicating on social media from the perspective of Generation Z. The main focus is on Generation Z's understanding of ethical values, how they apply them in everyday communication, and their impact on social relationships. A qualitative approach is used in this research method which involves in-depth interviews with a number of informants from Generation Z, as well as analysis of related literature. The study indicates that, although Generation Z

The rapid advancement of digital technology has transformed the landscape of language learning, particularly in the post-pandemic era where self-directed learning through mobile applications and online platforms is increasingly common. This study explores the effectiveness of two popular digital tools LuvLingua and YouTube in supporting independent Japanese language learning among Indonesian university students. LuvLingua offers a structured, gamified approach suitable for beginners, while YouTube provides authentic and contextual exposure through real-life content. Using a descriptive quantitative method, this research involved twelve students from non-language majors who actively use both platforms to study Japanese. The findings reveal that each platform has distinct advantages: LuvLingua excels in foundational vocabulary and pronunciation, whereas YouTube significantly enhances listening skills and cultural understanding. The combination of both platforms yields optimal learning outcomes, although success heavily depends on learners’ motivation, discipline, and time management. This study contributes to the growing body of research on technology-assisted language learning and provides practical recommendations for learners, educators, and content developers.

This article discusses the implementation of negotiation strategies and lobbying techniques as participatory communication approaches in the context of community service in Parigi Village, Cikande Sub-district, Serang City. Through intensive community organizing, this activity aims to strengthen the capacity of residents in facing the challenges of cross-interest communication and collaboration, especially in terms of policy advocacy and local resource management. The service subjects consisted of local community groups who had been less involved in the decision-making process at the village level. The service process is carried out through several stages, starting from joint problem mapping, training in negotiation and lobbying techniques, to the preparation of collaborative action plans that involve active participation of residents. The findings from this activity show that interest-based negotiation and ethical lobbying can strengthen the community's bargaining position towards external actors such as the government and local stakeholders. The dynamics of the activity also resulted in initial social changes, such as the formation of an internal advocacy group, increased participation in public forums, and the emergence of collective awareness of the importance of strategic communication.

The contemporary landscape of data management, marked by an unprecedented scale and velocity of data, has spurred the widespread adoption of NoSQL databases, prioritizing scalability and performance over traditional relational constraints. While offering significant flexibility, this paradigm shift introduces complex cybersecurity challenges, notably query injection vulnerabilities, which are consistently ranked among the top web application security risks. Redis, a leading in-memory key-value store powering critical infrastructure globally, presents a unique security profile due to its architectural design and features like Lua scripting. Despite its prevalence, a comprehensive academic evaluation of Redis injection attack vectors remains understudied. This study addresses this gap by systematically evaluating command and Lua script injection vulnerabilities in Redis version 7.4.1 across controlled configurations: default, password-protected, and ACL-secured environments. We quantify vulnerability risk and empirically validate mitigation strategies by employing a Dockerized testing framework, Python-driven exploit simulations, and CVSS v3.1 scoring. Our findings reveal critical weaknesses in default and permissively configured environments and demonstrate that restrictive Access Control Lists (ACLs), adhering to the principle of least privilege, provide complete mitigation against the specific injection vectors evaluated in our controlled experimental setup. We propose a Redis-specific threat taxonomy and provide empirically validated recommendations for securing Redis deployments, emphasizing layered security controls and proper ACL implementation. This research contributes the first systematic evaluation of modern Redis injection vulnerabilities and highlights the critical importance of security-conscious configurations to protect vital data infrastructure.

Proses rekrutmen tenaga kesehatan di Rumah Sakit Islam Ar-Rasyid Palembang masih dilakukan secara manual, menyebabkan inefisiensi dalam manajemen data pelamar, penjadwalan wawancara, dan komunikasi. Penelitian ini merancang aplikasi open recruitment berbasis web dengan mengintegrasikan algoritma round-robin untuk penjadwalan otomatis dan modul CV parsing berbasis natural language processing (NLP). Metode pengembangan menggunakan Software Development Life Cycle (SDLC) model Waterfall dengan tahapan analisis kebutuhan, perancangan, implementasi (Laravel & MySQL), dan pengujian black-box. Hasil implementasi ini menunjukkan sistem berhasil mengurangi waktu rekrutmen hingga 50% serta dapat meningkatkan akurasi manajemen data pelamar. Aplikasi ini memenuhi standar Kepmenkes No. 123/2022 tentang Sistem Informasi Rumah Sakit.

The lack of optimization of the principal's managerial competence in managing the Full Day School program is still a significant problem in improving the quality of education in Islamic boarding schools. This study aims to identify the managerial competence of the principal of the Tahfizul Qur'an Darussomad Islamic Boarding School in managing and developing the Full Day School program. This study uses a qualitative approach with a case study type. Data were collected through interviews and documentation, then analyzed using data reduction, presentation, and verification techniques. The results of the study indicate that: (1) the ability to prepare school plans systematically but needs to improve coordination of implementation; (2) human resource management is quite good but the distribution of tasks and training is still not optimal; (3) transparent management of student affairs and new student admissions but is constrained by facility capacity; and (4) curriculum management that is relevant to national education goals but faces limited implementation time. Improved coordination, teacher training, and facility adjustments are needed to optimize the principal's managerial competence in implementing the Full Day School program in Islamic boarding schools. Thus, this study argues that strengthening the principal's managerial competence is a strategic need to ensure the effectiveness of the implementation of the Full Day School program in order to improve the quality of education in Islamic boarding schools.

Technological shifts and changing consumer behaviors require organizations to continuously innovate in order to remain competitive. In this context, creative leadership plays a strategic role in driving market disruption through the development of relevant and adaptive business model innovations. This study adopts a qualitative approach based on secondary data using the Systematic Literature Review (SLR) method. A variety of academic sources, including journal articles and case studies of companies such as Netflix, Gojek, and Ruangguru, were systematically analyzed to identify strategic leadership patterns in creating disruption. The findings indicate that creative leaders do more than just adopt technology—they design innovation ecosystems that foster experimentation, continuous learning, and responsiveness to market needs. Strategies such as digital platform development, big data utilization, and business model transformation serve as key tools in challenging conventional market boundaries. This study contributes conceptually to the understanding of the relationship between creative leadership and business model innovation in navigating the complexities of the digital era.