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p-Index From 2021 - 2026
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All Journal Jurnal Pendidikan Vokasi International Journal of Education Management and Religion Dialogium : Journal of Islamic Studies
Betania Kartika Muflih
International Islamic University Malaysia
Religion Humanities Education Social Sciences Other

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Customer Lived Experiences Of Proactive Social Media Engagement And Its Influence On Brand Equity: An IPA Approach Wiwin Riski Windarsari; Betania Kartika Muflih
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1135

Abstract

This study examines how proactive social media engagement, conducted through the Social Customer Relationship Management (Social CRM) practices of Scarlett Whitening, influences customer perceptions of brand meaning and overall brand equity. As brands increasingly initiate unsolicited interactions on Instagram and TikTok, understanding how customers interpret these engagements becomes essential for explaining their emotional and behavioral responses. Using a qualitative design, this research employs Interpretative Phenomenological Analysis (IPA) to explore customers’ lived experiences and the meanings they assign to proactive brand interactions. The population of the study includes active social media users in Indonesia who follow beauty brands. A homogeneous purposive sample of six participants aged 19–30 years was selected based on their direct experience receiving proactive engagement from Scarlett Whitening. Data were collected through semi-structured in-depth interviews as the primary instrument, complemented by field notes to support interpretive rigor. The findings reveal three key themes: feeling seen and recognized by the brand, reinterpreting brand intentions, and shifts in attitudes and behavioral loyalty. Participants reported emotional validation, increased trust, and stronger relational connection, which subsequently enhanced their willingness to purchase and advocate for the brand. These results demonstrate that proactive Social CRM operates as a relational experience that strengthens customer–brand bonds and contributes to experience-driven brand equity.
Managing soft skills development in vocational higher education: A case study of institutional practices in Indonesia Syukri Fathudin Achmad Widodo; Sudji Munadi; Chrisna Tri Harjanto; Tri Adi Prasetya; Betania Kartika Muflih
Jurnal Pendidikan Vokasi Vol. 15 No. 2 (2025)
Publisher : ADGVI & Graduate School of Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jpv.v15i2.73825

Abstract

The demands of the workplace in the Industry 4.0 era require vocational education to produce graduates who not only master technical skills but also possess non-technical (or "soft") skills, such as communication, teamwork, adaptability, and problem-solving. This study aims to identify and analyze effective institutional practices in developing soft skills in vocational higher education. This research employs a qualitative case study approach, using semi-structured interviews with department heads, study program heads, and lecturers at two State polytechnics in Indonesia. Thematic analysis reveals that soft skills development is implemented through four primary strategies: student orientation, internal training, external training with industry, and integration into the curriculum. These four strategies form a holistic institutional model to strengthen students' personal and professional readiness for the workplace. The research findings emphasize the importance of systematic management of soft skills development to produce vocational graduates who are technically competent, possess strong character, and are highly competitive.
Marketing Strategies of Islamic Educational Institutions During Globalization: A Theoretical Review of Cultural Capital and Local Religiosity Values Dyan Pratiwi; Betania Kartika Muflih; Syukri Fathudin Achmad Widodo; Nujumun Niswah
Dialogium: Journal of Islamic Studies Vol. 1 No. 1 (2026): Dialogium: Journal of Islamic Studies
Publisher : Program Studi Pendidikan Agama Islam - Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/djis.v1i1.95977

Abstract

The contemporary educational landscape is undergoing a massive transformation driven by globalization, forcing Islamic Educational Institutions (LPI) to navigate between maintaining moral traditions and competing in a liberal, outcome-oriented market. This study aims to explore how the integration of cultural capital and local religious values can serve as a robust foundation for marketing strategies in LPI to build public trust. Utilizing a qualitative approach with library research, this study deconstructs Pierre Bourdieu's theory of cultural capital and contextualizes it within the framework of local Indonesian religiosity. The findings reveal that LPI possess unique inherent advantages, namely embodied, objectified, and institutionalized cultural capital—ranging from student habitus (ethics and discipline) to classical literacy (kitab kuning) and formal certifications—which can be converted into symbolic capital and competitive advantages. Furthermore, local religiosity serves as an authentic Unique Selling Proposition (USP) that offers identity security for parents amidst global value shifts. The study concludes that successful LPI marketing must transition from transactional approaches to sophisticated symbolic capital management, rebranding traditional values as "Future-Ready Skills" while maintaining ethical digital communication to avoid the commodification of religion.
Co-Authors Bayu Tri Cahya Cihwanul Kirom Dyan Pratiwi Harjanto, Chrisna Tri Iwan Fahri Cahyadi Johan Afandi Nujumun Niswah Riyan Adni Sudji Munadi Syukri Fathudin Achmad Widodo Tri Adi Prasetya Windarsari, Wiwin Riski