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THE BURNOUT EPIDEMIC: AN HR CRISIS AND WHAT TO DO ABOUT IT Dahlina Nopilawati; Tibrani; Lukmanul Hakim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18501772

Abstract

This article addresses the pervasive and costly organizational crisis of employee burnout. The background establishes burnout as a syndrome of exhaustion, cynicism, and reduced efficacy, increasingly prevalent in modern workplaces. The objective is to argue that HR must lead a systemic, strategic intervention, moving beyond individual resilience programs to address root causes. The methodology synthesizes the seminal Job Demands-Resources model and Christina Maslach’s Six Mismatches framework with contemporary research on organizational psychology and work design. The results present a diagnostic audit based on the six mismatches and a multi-tiered intervention strategy targeting organizational systems, managerial practices, and cultural norms. The discussion posits that burnout is a critical failure of work design, not a personal failing, and that sustainable performance is only possible through humane systems. The conclusion asserts that transforming the approach to burnout from a wellness issue to a strategic priority is essential for ethical leadership and long-term competitive advantage.
QUIET QUITTING AND LOUD POLICIES: RE-ENGAGING THE DISENGAGED WORKFORCE Muhammad Said; Tibrani; Lukmanul Hakim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18613182

Abstract

The post-pandemic workplace is characterized by widespread employee disengagement, manifesting as "quiet quitting”the conscious withholding of discretionary effort. Organizations often counter with generic, top-down "loud policies," which fail to address core psychological needs, deepening the engagement crisis. This study aims to analyze the disconnect between employee disengagement and organizational responses, and to propose a actionable framework for fostering genuine re-engagement. Employing a qualitative multi-method approach, the research synthesizes findings from a systematic literature review, in-depth semi-structured interviews with 35 knowledge workers across three industries, and two focused case studies of organizations undergoing cultural transformation. The analysis reveals that disengagement stems from eroded psychological contracts, burnout, and a lack of purpose. Loud policies, such as blanket RTO mandates, exacerbate these issues by signaling distrust. Effective re-engagement is predicated on psychological safety, co-created flexibility, and outcome-based management. Moving from compliance-focused mandates to human-centric leadership is essential. Sustainable engagement requires replacing loud, impersonal policies with quiet, consistent practices that rebuild trust and recognize employee agency.
THE INTEGRATED MARKETING BLUEPRINT: ALIGNING BRAND, CONTENT, AND SALES FOR MAXIMUM IMPACT Desy Afriyanti; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18540511

Abstract

In an increasingly fragmented digital landscape, organizations often deploy brand, content, and sales strategies in functional silos, leading to inconsistent customer experience and suboptimal resource allocation. This research addresses the critical need for a unified framework to synchronize these core marketing functions. The objective was to develop and validate a practical blueprint for integrated marketing that enhances strategic alignment and measurable impact. The methodology employed a qualitative multi-case study analysis of five B2B and B2C companies recognized for marketing excellence, supplemented by in-depth interviews with senior marketing leaders. The results reveal that successful integration is predicated on a shared customer-value narrative, cross-functional governance, and unified performance metrics. The discussion underscores that this alignment transforms content into a strategic asset for both brand building and sales acceleration, fostering a cohesive customer journey. In conclusion, the proposed Integrated Marketing Blueprint provides a actionable model for breaking down internal silos. Its adoption is shown to increase marketing ROI, improve customer lifetime value, and drive sustainable growth by ensuring every customer touchpoint is strategically coherent.
BEYOND THE CAMPAIGN: MANAGING MARKETING AS A CONTINUOUS CUSTOMER CONVERSATION Wan Repli; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18639948

Abstract

In the digital era, the traditional campaign-based marketing model is increasingly misaligned with the perpetual, always-on nature of consumer engagement. This research addresses the strategic shift required to move from episodic campaigns towards managing marketing as a continuous, data-driven conversation with the customer. The objective was to identify the operational and cultural frameworks that enable organizations to sustain meaningful dialogue across the entire customer lifecycle. A qualitative methodology was employed, utilizing semi-structured interviews with twenty-five senior marketing leaders from digitally mature organizations and a thematic analysis of internal strategy documents. The results reveal that successful transition hinges on three pillars: an agile, content-led engagement strategy; an integrated technology stack enabling real-time interaction management; and an organizational culture that prioritizes customer listening and iterative learning over rigid campaign calendars. The discussion emphasizes that this approach fosters greater brand relevance, improves customer lifetime value, and drives more efficient resource allocation. In conclusion, managing marketing as a continuous conversation is not merely a tactical change but a fundamental strategic reorientation, demanding new capabilities, metrics, and leadership mindsets to thrive in a perpetually connected marketplace.
FROM CLICKS TO CUSTOMERS: MANAGING THE FULL FUNNEL FOR SUSTAINABLE GROWTH Sarjani; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18599518

Abstract

In the digital marketing landscape, a pervasive focus on top-funnel metrics like clicks and impressions often neglects downstream conversion and retention, leading to inefficient spend and unsustainable growth. This study addresses the critical need for an integrated, full-funnel management strategy that aligns marketing activities with long-term customer value. The objective is to demonstrate how a holistic funnel approach, from awareness to advocacy, enhances customer acquisition cost (CAC) efficiency and lifetime value (LTV). Employing a mixed-methodology approach, the research analyzed performance data from a multi-brand portfolio over 18 months and conducted in-depth interviews with marketing executives. The results indicate that organizations implementing integrated funnel management achieved a 24% improvement in CAC and a 35% increase in customer retention rates. The discussion highlights the importance of data integration, cross-channel orchestration, and aligning KPIs across funnel stages. It is concluded that sustainable growth is contingent on shifting from isolated campaign tactics to a cohesive, customer-centric funnel strategy, ensuring marketing efforts contribute directly to enduring business health.
AGILE MARKETING: HOW TO MANAGE TEAMS AND STRATEGIES IN A FAST-CHANGING LANDSCAPE Puji Rahayu; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18641101

Abstract

In an era defined by rapid technological change and shifting consumer behavior, traditional, rigid marketing planning cycles are increasingly inadequate. This study investigates the application of Agile methodologies, originating in software development, to marketing management to enhance team responsiveness and strategic adaptability. The objective is to identify the core principles, implementation frameworks, and organizational conditions necessary for successful Agile marketing adoption. Employing a qualitative multi-case study methodology, the research conducted semi-structured interviews with 42 marketing practitioners and leaders across eight organizations of varying sizes and industries. The results delineate a spectrum of Agile adoption, from basic tactical practices like daily stand-ups to fully embedded cultural transformations. Key findings highlight that successful implementation hinges on psychological safety, decentralized decision-making, and a shift from campaign-based to continuous value delivery. The discussion explores the tension between Agile flexibility and brand consistency, and the evolution of leadership roles from commanders to facilitators. It is concluded that Agile marketing is less a prescriptive toolkit and more a mindset essential for navigating volatility, enabling teams to learn rapidly, pivot efficiently, and sustain relevance in a dynamic marketplace. Keywords: Agile marketing, adaptive strategy, cross-functional teams, iterative planning, marketing agility.
THE ROI REVOLUTION: MOVING BEYOND VANITY METRICS TO MANAGE WHAT TRULY MATTERS Yuliansisti; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18540786

Abstract

The digital marketing era ushered in an unprecedented volume of data, yet many organizations remain mired in measuring superficial engagement metrics that fail to correlate with business value. This study examines the critical shift from vanity metrics to a value-centric measurement framework that accurately captures marketing's contribution to financial outcomes. The objective is to identify the key components, implementation challenges, and organizational impacts of a true Return on Investment (ROI) management system. Employing a mixed-methods approach, the research analyzed financial and marketing data from 12 companies alongside in-depth interviews with 30 CFOs, CMOs, and marketing analysts. The results reveal that companies implementing value-based metrics achieved a 28% improvement in marketing efficiency and stronger alignment between marketing and finance. The discussion centers on the evolution from last-click attribution to unified measurement models, the cultural shift required to deprioritize vanity metrics, and the role of predictive analytics. It is concluded that a revolution in marketing measurement is essential, moving beyond clicks and likes to manage metrics that directly influence customer lifetime value and profit, thereby securing marketing's strategic role.
CONTENT AS A GROWTH ENGINE: MANAGING STRATEGY, PRODUCTION, AND DISTRIBUTION AT SCALE Erlina Desi Purwanti; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18639967

Abstract

In the digital economy, content has evolved from a marketing tactic to a core driver of customer acquisition, engagement, and revenue. However, scaling content operations effectively presents significant strategic and operational challenges. This study investigates how organizations can systematically manage content as a scalable growth engine. The objective is to develop an integrated framework for aligning content strategy with business objectives, optimizing production workflows, and mastering multi-channel distribution. Employing a qualitative multiple case study methodology, the research analyzed in-depth interviews with 38 content leaders and practitioners across seven high-growth companies. The results identify three critical pillars: a documented strategic "content architecture," industrialized yet agile production processes, and a data-informed, omnichannel distribution model. The discussion reveals that successful scaling requires a shift from project-based creation to a product management mindset, supported by cross-functional teams and robust technology infrastructure. It is concluded that treating content as a perpetual growth engine demands strategic orchestration across the entire lifecycle, transforming content from a cost center into a measurable, scalable asset that fuels sustainable business expansion.
MASTERING THE MIX: A MODERN GUIDE TO BUDGETING AND MANAGING MULTI-CHANNEL MARKETING Bhayu Bomantara; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18502810

Abstract

In an era of channel proliferation and complex customer journeys, determining the optimal allocation of marketing budgets across diverse platforms has become a central strategic challenge. This study examines the contemporary practices and analytical frameworks for budgeting and managing multi-channel marketing to maximize return on investment. The objective is to develop an integrated model for dynamic budget allocation, cross-channel performance measurement, and agile management in a fragmented media landscape. Employing a mixed-methods approach, the research analyzed financial data from 15 enterprises and conducted 45 interviews with marketing and finance executives. The results reveal that organizations utilizing a test-learn-allocate cycle, supported by unified measurement and agile processes, achieved 22% higher marketing efficiency than those relying on historical allocation. The discussion focuses on the shift from fixed annual budgets to flexible investment frameworks, the critical role of incrementality testing, and the organizational structures that enable effective multi-channel orchestration. It is concluded that mastering the modern marketing mix requires abandoning siloed channel management in favor of a holistic, data-driven, and continuously optimizing approach to resource allocation.
THE DATA-DRIVEN MARKETER: MANAGING CAMPAIGNS WITH ANALYTICS AND AI INSIGHTS Sri Andika; Lukmanul Hakim; Dahrul Aman Harahap
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18639265

Abstract

The proliferation of data and artificial intelligence promises unprecedented precision in marketing, yet many organizations struggle to translate these resources into improved campaign performance and decision-making. This study investigates the practices and competencies that define the effective data-driven marketer in the age of AI. The objective is to develop a framework for integrating analytics and AI insights into the core processes of campaign strategy, execution, and optimization. Employing a mixed-methods approach, the research combined a survey of 250 marketing professionals with in-depth interviews with 30 analytics leaders and marketing practitioners. The results identify a three-tiered maturity model, highlighting the critical transition from descriptive reporting to predictive and prescriptive analytics, enabled by AI. The discussion focuses on the necessary skill evolution, organizational structures that bridge data and marketing teams, and the ethical governance of AI-driven decisions. It is concluded that becoming truly data-driven requires a fundamental shift in mindset, where analytics and AI are not support functions but the central nervous system of marketing, enabling agile, evidence-based management of the entire campaign lifecycle.
Co-Authors , Ramon Zamora A.K. Yohanson A.K.Yohanson Abdul Fattah Achlan Fahlevi Royanow Adek Chan Adella Giovana Afriadi, Putra Afrizal Afrizal Agung Muttaqin Agus Ryandi Pratama Ahmad Irfan Maulana ahmad Muhammad al maghrobi Ahmad Muslim Ahmad Sopyan Ahmad Zuhri Akhmad Yusuf Ariffudin Akrilvalerat D W Al Azahari Azahari Al Hasan, Zahra Robbani Al Khanif Albert Efendi Pohan Ali Ibrahim Alif Mustaqim Alqori’ah Mardhatillah Amalia Natasya Ameliya Della Rahmadani Amry Purnama Mauladi Andy Ramadhan Angga Alfiyan Annisa Amalia Annisa Kurnianingsih Anuar Sanusi Appin Purisky Redaputri Aprinisa Aprinisa Arfawati Ibrahim Arina Manasikana Ariyani Ramadhani Arys Hasta Baruna Asep A. Arsyul Munir Asti Hardianti Avry Meilita Navia Azhariah Fatia Aziza Meria B. Siti Mardliyah Baehaqi Bandarsyah, Bandarsyah Bangun Budi Raharjanti Bernaditya, Albertus Hazel Betty Magdalena Bhayu Bomantara Bilqis Adzroo H Bimo Suryo Wicaksono Burhanuddin AG Burhanuddin AG Candra Adi Saputra Catur Fatchu Ukhriyawati Celina Cicilia Margaritha Chairuni AR Christopher Erlangga P CONY SHOLIHAH AYU LESTARI Dahlina Nopilawati Dahrul Aman Harahap Damsir Dani Andrian Saputra Danil Muahmud Chainago Dea Ananda Wilianca Dea Fitriyani Dea Intan Putri Dedy Susanto Deni Kurniawan Denny Ridayansyah Desy Afriyanti Devy Purnawanti Dewi Noor Azijah Diah Anggeraini Hasri Dian Miranda Dian Nurcahya Dimas Al Aziz Celsa Dwi Laksono Dwi Martha Agustina Dwi Ramasari ecep nurjamal Ega Putri Handayani Elya Silvia Eni Afrianti Erasiah Erdi Surya Erlina Desi Purwanti Ervina Uswatun K Eti Kamala Sari Euphrasia Susy Suhendra Evi Priyanti F. Trias Pontia W Faedurrohman Faedurrohman Faedurrohman Faisal Faisal faradika Fathur Rachman Nufaily Fatihah Zakiya Aqmal Fatmah Taufik Hidayat Febriantin, S.IP., M.IPol., Kariena Firmansyah, Viki Fitri Imansyah Fitri, Nahdatul Fitriyah Fitriyah Fitriyantari Friska Putri Avianti Gindha Ansori Wayka Gun Gun Gumilar Hafidz Muslih Haidir Subing Halipah Haini Hana Gardenia Mahbubah Handoyo W.N Harahap, Mardian Idris Hasan, Nur Fitrianingsih Hendri Dunan Heni Pujiastuti Herdiana, Dian Herman Herman Herni Widiyah Nasrul Herri Setiawan Jasril hifni001, hifnifajriani Huda, Zulmiftah I Gusti Lanang Parta Tanaya Ida Ayu Yadnya Sari Dewi Utami Pidada Ilham Jodi Renovsi Imam Rasikh Islami Imro’atul Mardiyah Indra Aditya Indra Nirwan Fauzi Inka Farjela Irfan Purwanto Irhamni, Muhammad Ricza Irman Irmayanti Irmayanti Irsyadunnas Ismail Marzuki Isman Iwan Rachmad Soetijono Izzatusholekha Izzatusholekha Izzatusholekha Jailani Jailani Jalaludin, Yudhi Setiawan Jani Arni Jon Presly Tobing Joni Saputra Julianti, Putri Kelvin Ardy Irawan Kelvin Mulyana Zulianto Khairudin Khairunnisak Khairunnisak Khalilurrahman Komarudin, Ahmad Kun Sri Harto Kustiawan Adinata Latif Supriadi Liawati Liawati Linda Novari Santi Lisna Sandora Litra Wimpi U Rohman Lomersan Hutasoit Luluk Atul Fitriyah Lusty Rahmatina M Azmi Rivaldi M Fikry Haikal M Rafli Putra Panggarbesi M. Afriansyah M. Faqih M. Iqbal Gelar Budiman M. Quzwini Malika Risq Mara Irpan Pane Marlissa Oktaviani Maskur Masnun Tahir Maspuroh Massriyati Maulidani Ulfah Mikhratunnisa, Mikhratunnisa Mitha Pebria Haerunnisa Moch. Riza Fahmi Mochamad Reza Adiyanto Mohamad Sholahuddin Mohamad Tabri Mu'alimin Muh. Hasani Muh. Rusli Umaini Muhamad Rifaldi Muhamad Siddik Muhamat Ilza Amanda Muhammad Ali Siregar Muhammad Chairil Ibnu Saleh Muhammad Hapis Harahap Muhammad Harfi Muhammad Iqbal Yuriza Muhammad Said Muhammad Yasir Muharrahmi Mujiono Naberi Oktaria Nada Ramadhania Naila Putri Maulana Nanda Hari Kusuma Nanda Riswanda Pohan Nazli Ismail Nenden Hayati Nimas Ayu Sholehah Nova Safitri Novianri Nur Anisah Hasibuan Nuramaliyah, Nuramaliyah Nurdini Ferianti nurjamal, ecep Nursalim Okta Ainita Oktavianti Oktavianti Oryza Safitri Paqrul Rizki Paras Faturohim Parizal Parizal Pohan , Nanda Riswanda Puji Rahayu Puspitasari, Widiya Putri Nurul Lesmana Putri Wahdah Hija Fajriah Putri, Salsabila Dwi Rahmaifa Nasyah Rahmawati Rahmawati Raja Raihan Aditama Ramon Zamora Ravika Permata Hati Rendy Pradana Retno Eka Sulistin Reza Hilmy Luayyin Ria Muazizah Ridho Saputra Rikhsan Kurniatuhadi, Rikhsan Rini Maharini Risti Dwi Ramasasi Riyadini Riyan Utami Riyanto, Dwi Agus Rizkia Syafia Qalbi Rizky Dwi Lestari Rodhi Agung Saputra Rofiq Hidayat RR. Ella Evrita Hestiandari Ruka Yulia Rusdi Sulaiman Ryan Ramadhan Saidul Amin Salman Al Farisi Sarjani Satria Heriswana Y Setiyo, Setiyo SEVINA ATMALA SARI Shalsa Aulia Setiawan Shariyani Shariyani Shifa Awiah Shoqibatul Islamia Silva Khayrani Siska Perdina Siska Wahyu Anita Sitanggang, Cokro Malik Siti Aisyah Siti Hanna Hanifah Siti Khoiriah Hasibuan Siti Nur Syamsiah Soewito Soewito Sopyan Resmana Adiarsa Sri Andika Sri Langgeng Ratnasari Sri Mulyati Stevanus Wahyudianto Prabowo Supriadi Supriadi Suprianto Suprianto Supriyadi Supriyadi Suratno Suratno SYAFRIL BAGAS KURNIAWAN Syauqi Midadan Da’iyan Ilallah Syifa Qalbina Izzah S Synthia Tarsono Tasya Permata Listi Tendi Rustandi tengku Mia Rahmiati Teuku Makmur Tibrani Tibrani Tibrani Tika Zulhiani Tuti Damayanti Tyar Muhamad Khadafi ULFIANI, EKA Ulya Qonita uswatun jamhari Vera Wati Vivi Eulis Diana Wahyu Ana Pria Wan Repli Wardatul Aini Wendy Hermawan Winda Rika Lestari Yandri Agusta Putra Yosua Theo Herlia Yulan permata sari Yuliansisti Yulida Fauziyah Yulniza Yunita Faujiyah Zahid, Azka Zainuddin Zainuddin Zazkia Fara Dinda R Zidan Ananda Rio V