This study aims to examine the extent to which the role of product and service quality in influencing consumer decisions to make purchases at Karsa Utama. This study applies a quantitative approach with data collection techniques through surveys. Data processing was conducted using multiple linear regression analysis with the help of statistical software. The results of the analysis show that both product quality and service quality have a significant effect on consumer purchasing decisions. Partially, product quality has an effect of 39.6% and service quality of 26.3%. Simultaneously, the two independent variables contributed 65.9% to consumer purchasing decisions, while 34.1% was influenced by other factors outside this study. This finding indicates that improving product and service quality can directly encourage consumers' tendency to make purchasing decisions.

This study aims to determine the effect of organizational involvement on students’ learning behavior at Universitas Negeri Medan. The research is motivated by the observation that student participation in campus organizations may have both positive and negative impacts on academic learning. A quantitative method with an ex post facto approach was employed. A total of 163 students were randomly selected from the population of active members across 12 Student Activity Units (UKM). Data were collected using a closed-ended questionnaire with a Likert scale. The results showed that students' level of organizational activity was generally high, with the majority classified under the "high" category. Meanwhile, the learning behavior of students actively involved in organizations was categorized as "fairly good", with an average score of 79. Based on regression analysis, a negative and significant effect of 15.8% was found between organizational involvement and learning behavior. This means that the more active students are in organizational activities, the more likely their learning behavior declines. These findings highlight the importance of time management and academic awareness to help students balance organizational commitments with their learning responsibilities.

Global brands increasingly rely on emotional branding to foster consumer loyalty, yet its effectiveness varies across cultural contexts. Many organizations continue to adopt universal emotional strategies without accounting for how cultural values shape emotional perception and brand attachment. This study explores how emotional branding drives customer loyalty through constructs such as brand love, attachment, trust, and self-congruity, and how these mechanisms are moderated by cultural dimensions including individualism–collectivism, communication context, and power distance. Findings indicate that emotional appeals resonate differently depending on local cultural norms: collectivist and high-context societies respond more positively to subtle, relational branding, while individualist and low-context cultures favor explicit, identity-centered emotional messaging. Strategic implications highlight the importance of culturally adapted storytelling, platform-specific messaging, and authenticity in emotional branding execution. Brands that align emotional content with local cultural expectations are more likely to foster sustained loyalty. Further research is encouraged to examine emotional branding in emerging markets and digital ecosystems to advance culturally responsive global marketing practices.

Malaria is an infectious disease caused by Plasmodium parasites and transmitted through the bites of female Anopheles mosquitoes. It remains a serious public health issue in various endemic regions, particularly in developing countries. This study aims to identify the factors associated with malaria incidence and evaluate the effectiveness of prevention and control programs that have been implemented. A quantitative approach with a descriptive correlational research design was used, involving secondary data from the Health Office reports and primary data collected through field surveys in the endemic area of PT. Tandan Sawita Papua, Keerom Regency. The results showed that malaria incidence is associated with the use of mosquito nets and the use of mosquito repellents. The study concludes that an integrated approach to malaria control is essential, including community education, environmental improvements, and sustainable health policy support.

Gamification has become a new approach in education that offers a more interactive and enjoyable learning experience. The challenge of maintaining students' motivation to learn encourages educators to look for alternative methods that are more in line with the characteristics of today's digital generation. Gamification is present as a potential solution to overcome boredom in the traditional learning process. This study aims to analyze the effectiveness of gamification-based learning methods in improving student learning outcomes and motivation. The study used a quantitative approach with a quasi-experimental design involving an experimental group and a control group. The research instrument consisted of a learning outcome test and a learning motivation questionnaire. Data analysis was carried out by normality, homogeneity, independent sample t-test, and paired sample t-test. The research sample was taken from junior high school students with a total of 60 participants who were divided equally into two groups. The results of the study showed a significant improvement in student learning outcomes and motivation after the implementation of gamification. The experimental group showed higher posttest scores and motivation scores than the control group. Gamification-based learning has proven to be effective in creating a more engaging and productive learning atmosphere. This study concludes that gamification is not only able to improve academic achievement, but also strengthen students' emotional involvement in the learning process. These findings serve as a conceptual and practical basis for the development of future learning strategies that are more adaptive and responsive to the times.

This study aims to examine the practice of elopement (kawin lari) and its legal consequences from the perspective of Batak Angkola customary law, as well as its relation to Law Number 1 of 1974 on Marriage. The research was conducted in Sibangkua Village, Angkola Barat District, South Tapanuli Regency. The method used is an empirical legal approach, with data collected through observation and interviews with traditional leaders, religious figures, village officials, and individuals involved in elopement. The findings reveal that elopement frequently occurs in Batak Angkola society, mainly due to high dowry demands, disapproval of arranged partners, or violations of social and religious norms. The resolution process is carried out through customary stages such as mandokon ulang agoan, marsapa adat, and patibal sere. Although the national marriage law does not explicitly regulate elopement, it is recognized within Batak Angkola custom and has a structured resolution mechanism. Nevertheless, socially, elopement is often viewed negatively and may damage the family’s honor.

This study examines the effectiveness of AI-based chatbots in enhancing customer engagement across various industries. Against the backdrop of increasing digital transformation, the research explores how chatbots influence key metrics such as response time, customer satisfaction, and conversion rates, while identifying implementation challenges and success factors. Through a systematic analysis of recent case studies and empirical data, the study reveals that well-designed chatbots can improve customer satisfaction by 18 percentage points and reduce response times by 99.6%, though limitations persist in handling complex queries and ensuring data privacy. The findings highlight the importance of anthropomorphic design, omnichannel integration, and balanced human-AI collaboration in optimizing chatbot performance. Practical implications suggest that businesses should prioritize transparent data policies, continuous model training, and user-centric conversation flows to maximize engagement. The study contributes to the growing body of knowledge on AI-driven customer service by synthesizing actionable insights from diverse sectors, including retail, banking, and healthcare.

This study aimed to analyze the value of consumers’ willingness to pay for the Instant Wedang Uwuh product produced by CV Dewi Makmur. The product was an innovative traditional herbal drink presented in an instant form, making it more practical to serve. The research was conducted using a quantitative approach, utilizing both primary and secondary data obtained through direct observation and the distribution of questionnaires to prospective consumers. The method used to determine the willingness to pay value was the Contingent Valuation Method (CVM), an economic valuation approach based on consumers’ perceptions of the product, using an open-ended question technique. To analyze the influencing factors and test hypotheses, logistic regression was applied with the aid of the Statistical Package for the Social Sciences (SPSS) version 25.0. The results showed that consumers’ willingness to pay for the Instant Wedang Uwuh product reached IDR 25,190 per product or per box containing 5 sachets, each weighing 25 grams. This value was 26% higher than the previously offered selling price of around IDR 20,000. The factor found to have a significant influence on willingness to pay was the product quality variable, indicating the potential for increasing the market selling price while maintaining product quality.

This study aims to analyze the figurative language in the novel Hujan by Tere Liye using a stylistic approach and to evaluate its relevance as teaching material for Indonesian language education. The main focus is on comparative figurative language such as personification, metaphor, simile, and hyperbole found in the novel. The research method applied is qualitative descriptive, with data collection through reading, noting, and classifying stylistic elements. The results show that these figurative languages play an important role in enriching the aesthetic value of the work, developing character portrayal, creating atmosphere, and effectively delivering moral messages. Moreover, the use of these stylistic features can help students improve their literary appreciation and language skills more deeply. Therefore, the novel Hujan is suitable as instructional material to enhance students’ interest and understanding of literary works

This article explores the optimization of Islamic Religious Education (PAI) learning strategies through a scientific approach as an effort to improve integrative, reflective, and contextual learning quality. The scientific approach comprising five main steps: observing, questioning, reasoning, experimenting, and communicating plays a significant role in shaping students who not only cognitively understand Islamic teachings but also internalize spiritual values through critical and scientific thinking processes. This study employs a library research method by reviewing academic literature and relevant previous studies. The findings reveal that the scientific approach is effective in enhancing the quality of Islamic education, although its implementation faces several challenges, such as limited pedagogical competence among teachers, insufficient learning facilities, and resistance to critical thinking in religious education. Therefore, comprehensive optimization strategies including teacher capacity development, the design of scientific-based learning tools, technological integration, and the creation of a school culture that supports active and reflective learning are urgently needed. This article emphasizes that the scientific approach does not secularize religious learning but rather serves as a means to integrate faith and reason in shaping rational, religious, and adaptive Muslim generations.