The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.

Employee productivity is one of the key factors determining the success of an organization. In Islam, good work ethics are not only based on technical competencies and skills but also on moral and spiritual values that improve work quality. The five key elements of Muslim work ethos—sincerity for Allah, honesty in all matters, responsibility toward work and trust, justice in actions, and dedication and professionalism in work—play a significant role in enhancing employee productivity. This article aims to examine the implementation of these five elements of Muslim work ethos across various industry sectors and their impact on employee productivity. Based on literature review, the application of Muslim work ethics has proven to yield significant results in improving productivity, efficiency, and employee satisfaction. This research is expected to contribute to the development of human resource management based on Islamic principles in the workplace.

The study examines the impact of class culture on Generation Z's apparel purchasing behavior in Guangzhou, focusing on the influence of social media. It highlights how social media platforms are crucial in allowing Generation Z to express their identities and aspirations, revealing the complex relationship between class, status, and consumer habits. The research indicates that social media shapes fashion trends and reinforces the need for social validation through interactions with peers and influencer endorsements. As Generation Z navigates a rapidly changing cultural landscape, their purchasing decisions are significantly influenced by their desire to conform to perceived social norms and values. The findings emphasize that brands need to understand and adapt to the nuances of class dynamics in order to connect with this demographic effectively. It suggests that marketing strategies should prioritize authenticity and relatability, based on insights gathered from a sample of 392 participants in the study.

This research examines the influence of development policies on community empowerment in rural areas. Using a mixed-methods approach combining quantitative surveys (n=400) across four diverse rural districts with qualitative interviews (n=40) and focus group discussions (n=12), the study identifies key factors affecting the success of empowerment programs. Findings reveal that community participation in planning phases and equitable access to resources (financial, informational, and material) are fundamental determinants of successful rural empowerment. The research demonstrates that development policies are most effective when they: (1) enable genuine participation beyond mere consultation, (2) build on existing community institutions, (3) address power imbalances within communities, and (4) provide appropriate external facilitation. Statistical analysis shows strong correlations between empowerment outcomes and participation in planning (?=0.73, p<0.001) and access to financial resources (?=0.68, p<0.001). This study contributes to the theoretical understanding of empowerment processes and practical knowledge for policymakers and practitioners seeking to design more effective community development interventions in rural contexts.

Porter’s Five Forces, which include Supplier Bargaining Power, Threat of New Entrants, Intensity of Competitive Rivalry, and Buyer Bargaining Power, are crucial factors that companies must consider, as they can have a significant and negative impact on business operations. This approach enables companies to understand and map their strategic position within the industry. By analyzing these forces, MSMEs can identify external factors that either hinder or support their competitiveness. This study employs a quantitative descriptive research method using a survey in the form of a questionnaire. The population in this research consists of 183 individuals, including business owners and employees working at Banana Chips MSMEs in Bandar Lampung. The findings, which examine the influence of Porter’s Five Forces strategy on competitive advantage, indicate that implementing this strategy significantly enhances the competitiveness of Banana Chips MSMEs in Bandar Lampung. Porter’s Five Forces strategy, encompassing industry competition analysis, the threat of new entrants, supplier bargaining power, buyer bargaining power, and the threat of substitute products or services, serves as an essential tool for understanding a company’s position in a competitive market. By applying this strategy, Banana Chips MSMEs in Bandar Lampung can identify market opportunities and challenges, enabling them to develop effective strategic measures to maintain their competitive advantage over rivals. Therefore, Porter’s Five Forces strategy has proven to be highly relevant in fostering competitive advantage within the MSME sector.

In a subset of the Federal Capital Authority (FCDA) Civil Service, the study aims to examine the relationship between job satisfaction, retention, and employee salary. Civil Service, Capital Authority (FCDA) are established by the manner in which employees receive compensation and rewards. Two goals were employed, and two hypotheses were developed to direct the investigation. The research design utilized in the study was a descriptive survey. The 400 Federal Capital Authority (FCDA) Civil Service members were chosen as the population. The study's findings indicate that employee retention significantly affects the Federal Capital Authority (FCDA) Civil Service [F (1, 398) = 11.287; p<0.01] and that job satisfaction and employee compensation are significantly correlated among the FCDA Civil Service [r (398) = -.123: p<0.01]. It was determined that, similar to other nations, the Federal Capital Authority (FCDA) Civil Service in Nigeria acts as the pivot for economic growth; managers of the FCDA Civil Service face several difficulties. They struggle with a high employee turnover rate and discover that their staff members are quitting them without warning on a daily basis. According to the report, the Federal Capital Authority (FCDA) Civil Service management should pay its personnel appropriately for the position they have so that they can carry out their leadership duties successfully and efficiently. All of these suggestions will improve employee performance, which will improve the performance of the organization as a whole. The Federal Capital Authority (FCDA) Civil Service should promote more employee relationships and interpersonal interactions.

The purpose of this study was to determine the effect of publicity on the target market at PT. Hidiri Indonesia Cemerlang. To determine the effect of direct marketing on the target market at PT. Hidiri Indonesia Cemerlang. To determine the effect of publicity and direct marketing on the target market at PT. Hidiri Indonesia Cemerlang. The population taken was 154 people and 111 people were sampled using the slovin method. The results showed that Publicity had a significant effect on the target market (accept Ha , reject Ho). Direct marketing had a significant effect on the target market (accept Ha , reject Ho). Simultaneously, the variables of publicity and direct marketing had a significant effect on the target market. It can be concluded that the hypothesis of this study can be accepted, namely: "Publicity and direct marketing have a significant effect on the target market (accept Ha and reject Ho)".

This study examines the adaptive strategies employed by small and medium-sized enterprises (SMEs) in Shenzhen in response to the decoupling trend associated with the new US tariff policy. Given the' increasing complexity and unpredictability of international trade dynamics, Shenzhen SMEs must innovate and diversify their operational approaches to sustain competitiveness. The re-search highlights the significance of enhancing innovation capabilities, which enable SMEs to de-velop new products and services that meet shifting market demands. Additionally, the study empha-sizes the importance of market diversification and supply chain flexibility, allowing SMEs to miti-gate risks related to tariff impacts. Collaborative networks facilitate resource sharing and knowledge exchange, further bolstering adaptability. The findings indicate that by fostering a proactive entre-preneurial orientation and engaging with policymakers, Shenzhen SMEs can effectively navigate the challenges posed by the US tariff policy, ensuring long-term sustainability and growth in a competi-tive landscape through a sample of 190 SMEs in April of 2025.

The metaverse is emerging as a digital ecosystem that is transforming the way people interact, work and do business. However, its rapid growth poses challenges to environmental, economic and social sustainability. This research explores the interplay between linguistics, environmental economics and human resource management (HRM) in supporting sustainability in the metaverse. Using a mixed-methods approach, this research analyses: (1) the role of linguistic strategies in shaping sustainability discourse in virtual environments, (2) the economic impact of green initiatives in metaverse-based ecosystems, and (3) the contribution of HRM in implementing sustainable work practices in the digital world. The results show that strategic ecological communication, economic incentives for virtual carbon neutrality and green HR policies play an important role in achieving sustainability in the metaverse. This study provides insights for policy makers, companies and HR professionals to use the metaverse as an environmentally and socially sustainable space.

The practice of nepotism in the employee selection process at Regional Owned Enterprises (BUMD) in North Sumatra, which has an impact on transparency, fairness and organizational effectiveness. BUMDs have an important role in regional economic development, but nepotism practices often damage the integrity of the recruitment process. Through a qualitative approach and case studies, this research reveals that nepotism creates inequality in employee selection, reduces the quality of human resources, and reduces public trust in BUMD. This article also identifies the factors that cause nepotism and offers solutions in the form of selection transparency, anti-nepotism policies, independent supervision, and outreach to build a culture of meritocracy in BUMD. By overcoming nepotism, BUMD is expected to be able to create a fair and professional recruitment system, thereby supporting the achievement of optimal performance.