<![CDATA[Ninik mamak play an important role as moral educators for kemenakan in Minangkabau society. However, studies examining the performance of this role amid limited interaction, competing responsibilities, and technological developments remain scarce. This study aimed to analyze the role of ninik mamak as moral educators for kemenakan in Jorong Bigau, Baruah Gunuang Nagari, Bukit Barisan Subdistrict. This study employed a qualitative approach with a descriptive design. The informants comprised three individuals—two ninik mamak and one kemenakan—who were purposively selected. Data were collected through observation, interviews, and documentation and subsequently analyzed through data reduction, data presentation, conclusion drawing, and verification. The results showed that ninik mamak fulfilled their moral education role by providing advice and guidance, serving as role models, supervising social relationships and behavior, and instilling religious and customary values. Nevertheless, this role had not been performed optimally because of limited time and interaction, the competing responsibilities of ninik mamak and kemenakan, developments in technology and social media, and insufficient emotional closeness. These findings emphasize that the success of ninik mamak in educating the moral character of kemenakan requires sustained communication, exemplary conduct, and direct involvement in their lives. This study contributes to advancing understanding of kinship- and Minangkabau customary-based moral education and provides practical implications for strengthening the role of ninik mamak amid social change. Further research is required to develop customary-based moral education strategies involving a broader range of informants and social contexts.]]>
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