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Multi Discere Journal
Published by Lembaga Penelitian dan Pemberdayaan Masyarakat
ISSN : -     EISSN : 29648718     DOI : https://doi.org/10.36312/mdj
Core Subject : Economy, Humanities, Health, Education, Social,
Humanities Economics, Econometrics & Finance Education Public Health Social Sciences
Multi Discere Journal is a peer-reviewed, open-access academic journal that serves as a platform for scholars, researchers, and practitioners to disseminate original, high-quality research across various disciplines. Rooted in the Latin phrase "discere" (to learn), the journal champions interdisciplinary learning, intellectual curiosity, and cross-sectoral knowledge exchange. The journal focuses on fostering dialogues that bridge diverse fields of inquiry. It promotes scholarly contributions that address complex societal, scientific, educational, technological, and cultural challenges through interdisciplinary perspectives. We welcome empirical, theoretical, methodological, and conceptual articles in the following (but not limited to) areas: Education and Pedagogy, Social and Cultural Studies, Science and Technology, Humanities and Philosophy, Health and Environmental Studies, Economics and Business Researchers, educators, policymakers, practitioners, and students from various academic and professional backgrounds committed to fostering learning and knowledge creation across disciplines are welcome to submit their manuscripts to this journal.
Arjuna Subject : Umum - Umum
Articles 34 Documents
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Pengembangan E-LKPD Berbasis Video Eksperimen dan Laboratorium Virtual untuk Melatihkan Keterampilan Proses Sains Siswa pada Materi Gerak Harmonik Sederhana Andiantosa, Syah Warunadwipa; Miriam, Sarah; Mahtari, Saiyidah
Multi Discere Journal Vol. 3 No. 2 (2024): November
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v3i2.2308

Abstract

Keterampilan proses sains (KPS) siswa pada materi gerak harmonik sederhana sering kali rendah akibat keterbatasan kegiatan praktikum dan kurangnya fasilitas laboratorium. Penelitian ini bertujuan mengembangkan E-LKPD berbasis video eksperimen dan laboratorium virtual yang dapat digunakan sebagai media pembelajaran untuk melatihkan KPS siswa secara efektif. Penelitian ini menggunakan model pengembangan ADDIE (Analyze, Design, Develop, Implement, Evaluate), dengan subjek penelitian adalah 22 siswa kelas X MIPA di SMA Negeri 12 Banjarmasin. Instrumen penelitian meliputi lembar validitas, angket kepraktisan, dan tes hasil belajar. Hasil validasi menunjukkan E-LKPD ini sangat valid pada aspek didaktik, konstruksi, dan keterampilan proses sains. Dari angket kepraktisan, E-LKPD dinilai praktis dengan rata-rata skor 70,31%, menunjukkan bahwa media ini mudah digunakan dan menarik bagi siswa. Efektivitas E-LKPD ini juga dibuktikan melalui peningkatan keterampilan proses sains siswa dengan skor N-gain sebesar 0,53 (kategori sedang). Integrasi video eksperimen dan laboratorium virtual dalam E-LKPD ini membantu siswa memahami konsep fisika dan melatih keterampilan proses sains secara mandiri. E-LKPD ini direkomendasikan sebagai alternatif pembelajaran interaktif untuk meningkatkan kompetensi sains siswa pada topik-topik yang memerlukan visualisasi konsep abstrak. Development of E-Worksheet Based on Experimental Videos and Virtual Laboratories to Train Students' Science Process Skills in Simple Harmonic Motion Abstract Students' science process skills (SPS) in simple harmonic motion are often low due to limitations in laboratory practice and inadequate laboratory facilities. This study aims to develop an E-worksheet (E-LKPD) based on experimental videos and virtual laboratories that can effectively train students’ SPS in physics. The research follows the ADDIE model (Analyze, Design, Develop, Implement, Evaluate), with 22 tenth-grade students in SMA Negeri 12 Banjarmasin as research subjects. Research instruments included validation sheets, practicality questionnaires, and learning outcome tests. Validation results show that the E-LKPD is highly valid in didactic, construction, and science process skills aspects. Practicality scores averaged 70.31%, indicating that students found the E-LKPD easy to use and engaging. The effectiveness was demonstrated by an increase in SPS, with an N-gain score of 0.53 (moderate category). The integration of experimental videos and virtual laboratories in this E-LKPD aids students in understanding physics concepts and independently enhancing their science process skills. This E-LKPD is recommended as an interactive learning tool to improve students' science competence in topics requiring visualization of abstract concepts.
Efektivitas Model Collaborative Problem Solving (CPS) dalam Meningkatkan Keterampilan Pemecahan Masalah pada Materi Termodinamika Safitri, Risma Ika; Wati, Mustika; Mahtari, Saiyidah
Multi Discere Journal Vol. 3 No. 1 (2024): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v3i1.2309

Abstract

Penelitian ini bertujuan untuk mengevaluasi efektivitas model Collaborative Problem Solving (CPS) dalam meningkatkan keterampilan pemecahan masalah (KPM) pada siswa kelas XI dalam materi termodinamika. Melalui pendekatan kuasi-eksperimen dengan desain one-group pre-test post-test, penelitian ini melibatkan 24 siswa yang dipilih menggunakan teknik convenience sampling. Instrumen yang digunakan berupa tes esai dengan beberapa indikator KPM, meliputi memahami masalah, merencanakan solusi, melaksanakan solusi, dan mengevaluasi hasil. Hasil penelitian menunjukkan adanya peningkatan signifikan pada semua aspek KPM, dengan nilai N-gain rata-rata sebesar 0,75 yang berada pada kategori tinggi. Selain itu, CPS juga terbukti meningkatkan keterampilan sosial siswa, seperti tanggung jawab, kerjasama, komunikasi, dan keaktifan, berdasarkan hasil penilaian peer assessment. Berdasarkan hasil ini, CPS disarankan untuk diterapkan pada topik-topik sains lainnya yang memiliki kompleksitas serupa. Temuan ini menggarisbawahi pentingnya CPS sebagai metode pembelajaran yang efektif dalam mengembangkan keterampilan abad ke-21, khususnya dalam bidang pemecahan masalah dan kolaborasi. The Effectiveness of the Collaborative Problem Solving (CPS) Model in Enhancing Problem-Solving Skills in Thermodynamics  Abstract This study aims to evaluate the effectiveness of the Collaborative Problem Solving (CPS) model in enhancing problem-solving skills (PSS) in 11th-grade students studying thermodynamics. Using a quasi-experimental approach with a one-group pre-test post-test design, the study involved 24 students selected through convenience sampling. The research instrument consisted of essay tests with various PSS indicators, including understanding the problem, planning solutions, executing solutions, and evaluating results. The findings indicate a significant improvement across all PSS aspects, with an average N-gain of 0.75, categorized as high. CPS also enhanced students' social skills, such as responsibility, cooperation, communication, and engagement, as evidenced by peer assessment results. Based on these findings, CPS is recommended for use in other science topics with similar complexity. These results emphasize CPS as an effective instructional method for developing 21st-century skills, particularly in problem-solving and collaboration.
Pengaruh Problem-Based Learning terhadap Keaktifan dan Motivasi Belajar Siswa MTs Abrori, Feri; Haikal, Moch.; Antika, Linda Tri; Ibana, Lukluk
Multi Discere Journal Vol. 3 No. 2 (2024): November
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v3i2.2310

Abstract

Penelitian ini mengkaji pengaruh model Problem-Based Learning (PBL) terhadap keaktifan dan motivasi belajar siswa di MTs Mutiara Hikmah Al-Jubail. Penelitian menggunakan metode eksperimen semu dengan desain posttest only control group, melibatkan 26 siswa kelas VIII yang dibagi dalam kelompok eksperimen (menggunakan PBL) dan kelompok kontrol (metode ceramah). Instrumen keaktifan dan motivasi telah divalidasi untuk mengukur efek perlakuan. Hasil analisis menunjukkan bahwa PBL berpengaruh signifikan terhadap peningkatan keaktifan siswa (p < 0,001) dengan peningkatan rerata yang lebih tinggi pada kelompok eksperimen. Namun, PBL tidak menunjukkan pengaruh signifikan terhadap motivasi belajar siswa (p = 0,417). Kesimpulan dari penelitian ini adalah bahwa PBL dapat meningkatkan keaktifan belajar secara signifikan, namun faktor kontekstual perlu diperhatikan untuk meningkatkan motivasi dalam lingkungan belajar yang berbeda. The Effect of Problem-Based Learning on Student Engagement and Motivation at Madrasah Abstract This study examines the effect of Problem-Based Learning (PBL) on student engagement and motivation at MTs Mutiara Hikmah Al-Jubail. Using a quasi-experimental method with a posttest-only control group design, the study involved 26 eighth-grade students divided into an experimental group (PBL) and a control group (lecture-based method). Validated engagement and motivation instruments were used to measure treatment effects. Results indicate that PBL significantly enhances student engagement (p < 0.001), with a higher mean increase in the experimental group. However, PBL did not show a significant effect on learning motivation (p = 0.417). The study concludes that while PBL effectively increases student engagement, contextual factors should be considered to boost motivation in diverse learning environments.
Pengembangan Buku Saku Biologi Berbasis Model ADDIE untuk Meningkatkan Minat Baca Siswa Naja, Faizatun; Haikal, Moch.; Fathir, Akhmad; Antika, Linda Tri
Multi Discere Journal Vol. 3 No. 1 (2024): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v3i1.2311

Abstract

Pengembangan bahan ajar yang inovatif dan menarik sangat penting dalam meningkatkan minat belajar siswa. Penelitian ini bertujuan untuk mengembangkan dan menguji buku saku biologi berbasis model ADDIE yang praktis dan menarik bagi siswa kelas XI SMA. Metode yang digunakan adalah Research and Development (R&D) dengan model ADDIE, yang melibatkan tahapan analisis kebutuhan, perancangan, pengembangan, implementasi, dan evaluasi. Produk akhir divalidasi oleh ahli materi dan media, serta diuji pada kelompok siswa melalui desain One Group Pretest-Posttest. Hasil validasi menunjukkan bahwa buku saku memiliki kelayakan yang baik dengan skor 78% dari ahli materi dan 73% dari ahli media. Uji coba pada siswa menunjukkan peningkatan signifikan dalam minat baca, dengan skor rata-rata meningkat dari 16,5 menjadi 25,1 (p < 0,001). Temuan ini menunjukkan bahwa buku saku biologi berbasis model ADDIE efektif dalam meningkatkan minat baca siswa. Buku saku ini diharapkan menjadi bahan ajar alternatif yang mendukung pembelajaran mandiri dan meningkatkan keterlibatan siswa dalam proses belajar. Development of an ADDIE-Based Biology Pocket Book to Enhance Reading Interest among Eleventh-Grade High School Students Abstract Innovative and engaging instructional materials are crucial in enhancing students’ interest in learning. This study aimed to develop and evaluate an ADDIE-based biology pocket book designed to be practical and appealing for eleventh-grade high school students. The Research and Development (R&D) approach was applied using the ADDIE model, encompassing need analysis, design, development, implementation, and evaluation. The final product was validated by subject and media experts and tested on a group of students using a One Group Pretest-Posttest design. Validation results indicated high feasibility with scores of 78% from the subject expert and 73% from the media expert. Testing on students showed a significant increase in reading interest, with the average score rising from 16.5 to 25.1 (p < 0.001). These findings suggest that the ADDIE-based biology pocket book effectively enhances students’ reading interest. The pocket book is expected to serve as an alternative instructional material that supports independent learning and boosts student engagement in the learning process.
The Impact of PhET-Assisted Problem-Solving Model on Enhancing Students' Physics Problem-Solving Skills in Indonesian High Schools Harudu, La; Nursalam, La Ode; Kasmiati, Sitti; Hasan, Sakka; Sugiarto, Agus; Karim, Ahmad Tarmizi Abdul; Syarifuddin, S.; Sejati, Andri Estining
Multi Discere Journal Vol. 3 No. 2 (2024): November
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v3i2.2312

Abstract

This study investigates the impact of a PhET-assisted problem-solving model on high school students' physics problem-solving skills, especially in resource-limited educational settings in Indonesia. Conducted as a quasi-experimental study with a non-equivalent control group pretest-posttest design, the research involved 50 students from SMAN 10 Kendari, divided into an experimental group receiving instruction through the PhET-assisted model and a control group following traditional teaching methods. The intervention consisted of structured learning sessions incorporating PhET simulations, designed to engage students actively with physics concepts through virtual experiments. Data were collected using a 10-item problem-solving test and analyzed using a one-way ANOVA to determine the statistical significance of differences in performance between groups. Results revealed a significant improvement in the experimental group, with a mean increase of 47.91 points from pretest to posttest (M = 83.54, SD = 15.22) compared to the control group’s improvement of 39.11 points (M = 74.48, SD = 12.78). The ANOVA results (F = 23.526, p < 0.001) confirm that the PhET-assisted model significantly enhanced students' problem-solving skills. These findings suggest that PhET simulations can be an effective tool for improving physics learning outcomes in schools with limited access to laboratory resources. Integrating PhET simulations into the physics curriculum could provide students with accessible, interactive learning experiences that bridge the gap in traditional laboratory access, fostering a deeper understanding and application of physics concepts.
Integrated Pedagogical Roles of Biology Teachers in Addressing Learning Barriers in a Pesantren-Based Secondary School
Multi Discere Journal Vol. 4 No. 1 (2025): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v4i1.3211

Abstract

This study examines how biology teachers at SMAS Darul Falah Mataram address learning challenges in a pesantren-based secondary school environment marked by religious routines and resource limitations. It identifies critical gaps in instructional approaches and emphasizes the need for holistic teacher roles. Using a qualitative descriptive method, data were collected through interviews, observations, and document analysis. Thematic findings reveal three primary roles enacted by teachers: (1) educators who model discipline and ethics, (2) instructors who use contextualized and remedial teaching, and (3) mentors who foster emotional and cognitive engagement. These roles collectively address both academic deficiencies and character development. The study’s implications underscore the importance of embedding multidimensional teaching strategies in teacher training and school policy frameworks, particularly for religious or high-pressure educational contexts.
Transformasi Social Intelligence Skills Mahasiswa dalam Ekosistem Pembelajaran Hibrida: A Literature Review Bayani, Faizul; Muhali, Muhali; Hulyadi, Hulyadi
Multi Discere Journal Vol. 5 No. 1 (2026): May
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jmkzev51

Abstract

This study aims to map how university students’ social intelligence skills are reshaped and transformed within hybrid learning ecosystems in higher education. The article applies a PRISMA 2020 guided systematic literature review by examining 28 peer-reviewed journal articles selected from approximately 500 initial records published between 2022 and 2026. The literature was identified through Google Scholar, ScienceDirect (Elsevier), MDPI, and ERIC using keywords related to hybrid learning, blended learning, HyFlex, social presence, belonging, social skills, and socio -emotional competence in higher education. The selected studies were analysed through thematic synthesis to identify changing patterns of social competence, enabling factors, barriers, and pedagogical implications. The review shows that social intelligence skills in hybrid learning can no longer be understood merely as face to face interpersonal ability. They increasingly refer to the capacity to read multimodal social cues, build social presence, sustain a sense of belonging, regulate synchronous and asynchronous collaboration, and adapt social behaviour across physical and digital spaces at the same time. The article concludes that strengthening students’ social intelligence skills in hybrid ecosystems requires intentionally designed pedagogies that place meaningful social interaction, relational support, and socio-emotional reflection at the centre of higher education learning experiences.
The Relationship Between Katseye Celebrity Endorsers and Brand Image Gap Among Generation Z in Indonesia Putri, Jihan Tertia Nugraha; Dida, Susanne; Sjoraida, Diah Fatma
Multi Discere Journal Vol. 5 No. 1 (2026): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/zvqt6326

Abstract

The use of celebrity endorsers as a marketing strategy is aimed at representing values that are relevant to the audience, especially Generation Z, who have high preference for diversity and inclusivity. Mismatches between endorser values and audiences preferences can impact brand image. Furthermore, comparisons show that GAP still faces challenges in brand loyalty related to brand image. In this context, GAP chose Katseye with its multicultural and inclusive background, but the effectiveness of this strategy not been empirically proven. This study aims to determine the relationshop between the credibility of celebrity endorser Katseye and GAP’s brand image among Generation Z in Indonesia, measured by the dimensions of expertise, trustworthiness and attractiveness. The use of celebrity endorsers as a marketing strategy is aimed at representing values ​​relevant to the audience, especially Generation Z, who have a high preference for diversity and inclusivity. Mismatches between endorser values ​​and audience preferences can impact brand image. Furthermore, comparisons show that GAP still faces challenges in brand loyalty related to brand image. In this context, GAP chose Katseye with its multicultural and inclusive background, but the effectiveness of this strategy in shaping brand image among Generation Z has not been empirically proven. This study aims to determine the relationship between the credibility of celebrity endorser Katseye and GAP's brand image among Generation Z in Indonesia, measured by the dimensions of expertise, trustworthiness, and attractiveness. This study uses a quantitative approach with a correlational method. The sample of this study was 140 Generation Z respondents in Indonesia who had been exposed to GAP's advertisement with Katseye on TikTok. Data were collected using a questionnaire with a Likert scale and analyzed using Spearman's correlation test using SPSS software. The results show a significant relationship between the credibility of celebrity endorser Katseye and GAP's brand image (0.696). More specifically, expertise shows a moderately relationship (0.617), trustworthiness shows a moderately relationship (0.669), and attractiveness shows a moderately relationship (0.501) with brand image. The conclusion of this study shows that celebrity endorser credibility plays a role in forming brand image, although the contribution of each dimension is different.  
Desain Video Pembelajaran Vokasional Berbasis PRISMA untuk Perawatan Kemudi, Rem, dan Suspensi Oktavianza, Zifa; Sugiarto, Toto; Wagino, Wagino; Arif, Ahmad; Muslim, Muslim
Multi Discere Journal Vol. 5 No. 1 (2026): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/eex8m511

Abstract

Pengembangan video pembelajaran pada pendidikan vokasional sering dilakukan sebagai respons terhadap kebutuhan visualisasi prosedur, tetapi tidak selalu ditopang oleh prinsip desain instruksional yang kuat. Masalah ini penting pada materi perawatan sistem kemudi, rem, dan suspensi karena peserta didik perlu memahami urutan kerja, standar keselamatan, gejala kerusakan, penggunaan alat, dan evaluasi hasil praktik secara simultan. Penelitian ini bertujuan menyintesis tren, prinsip desain, efektivitas, dan kesiapan implementasi video pembelajaran yang relevan untuk pengembangan media otomotif. Metode yang digunakan adalah systematic literature review berbasis PRISMA 2020 dengan sumber data tabulasi Scopus berjumlah 1.400 rekaman. Setelah penghapusan 34 duplikasi, screening tipe dokumen dan tahun menghasilkan 1.016 artikel/review periode 2020–2025; screening tematik kemudian menghasilkan 327 artikel relevan, dan 50 artikel dipilih untuk sintesis akhir. Hasil menunjukkan empat tema dominan, yaitu desain dan efektivitas video instruksional, interaktivitas-flipped learning-YouTube, VR/AR dan media praktikum, serta kesiapan implementasi TVET/vokasional. Sintesis kritis menegaskan bahwa video yang efektif perlu ringkas, tersegmentasi, menggunakan cue visual, menghadirkan instruktur secara proporsional, mengelola beban kognitif, dan terhubung dengan tugas praktik. Untuk konteks otomotif, video sebaiknya menampilkan diagnosis berbasis gejala, demonstrasi close-up, standar keselamatan, dan rubrik evaluasi praktik agar tidak berhenti sebagai media tontonan, tetapi menjadi perangkat pembelajaran prosedural yang mendukung transfer keterampilan kerja. The development of instructional videos in vocational education is often driven by the need to visualize practical procedures, but it is not always supported by robust instructional design principles. This issue is crucial for steering, brake, and suspension maintenance because students must simultaneously understand work sequences, safety standards, fault symptoms, tool use, and practical performance evaluation. This study aims to synthesize research trends, design principles, effectiveness evidence, and implementation readiness of instructional videos relevant to automotive learning media development. A systematic literature review based on PRISMA 2020 was conducted using a Scopus metadata tabulation consisting of 1,400 records. After removing 34 duplicates, document-type and publication-year screening retained 1,016 articles/reviews from 2020–2025; thematic screening identified 327 relevant records, and 50 articles were selected for final synthesis. The findings reveal four dominant themes: instructional video design and effectiveness; interactivity, flipped learning, and YouTube; VR/AR and practicum media; and TVET/vocational implementation readiness. The critical synthesis shows that effective videos should be concise, well segmented, visually cued, supported by proportionate instructor presence, cognitively manageable, and connected to practice tasks. For automotive learning, videos should present symptom-based troubleshooting, close-up demonstrations, safety standards, and performance rubrics so that they function not merely as viewing materials but as procedural learning tools that support the transfer of workplace skills.
Analisis Strategi Repositioning PT XYZ dalam Perspektif Framework for Strategic Repositioning Salsabilla, Dewi Riskie; Priyatna, Centurion Chandratama; Lukman, Syauqy; Sumartias, Suwandi
Multi Discere Journal Vol. 5 No. 1 (2026): May
Publisher : LITPAM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/mj.v5i1.5756

Abstract

Repositioning merupakan keputusan strategis dalam manajemen merek yang menentukan kemampuan organisasi mempertahankan relevansi di tengah perubahan pasar, terutama pada organisasi jasa kreatif berbasis digital. Penelitian ini dilatarbelakangi oleh keterbatasan kajian repositioning pada agensi digital skala kecil-menengah dari perspektif Public Relations, khususnya dalam konteks education and impact di Indonesia. Penelitian ini bertujuan menganalisis proses repositioning PT XYZ dari Sustainability Communication Partner menjadi Education and Impact Digital Creative Agency menggunakan Framework for Strategic Repositioning yang mencakup nilai strategis inti, fleksibilitas strategis dan pembelajaran, kepekaan terhadap pelanggan, orientasi eksternal, komitmen manajemen, serta keyakinan terhadap produk dan merek. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus instrumental. Data dikumpulkan melalui observasi partisipatif selama program Job Training pada Juli–September 2025, wawancara semi-terstruktur dengan empat informan kunci, dan analisis dokumen internal perusahaan. Data dianalisis secara tematik dengan pendekatan deductive coding. Hasil penelitian menunjukkan bahwa repositioning dipicu oleh ketidaksesuaian antara positioning awal, kapabilitas internal, dan kebutuhan pasar. PT XYZ menunjukkan kekuatan pada komitmen manajemen, fleksibilitas strategis, dan pemahaman pelanggan, tetapi masih perlu memperkuat orientasi eksternal, validasi pasar, dan penyelarasan internal. Studi ini menegaskan bahwa repositioning agensi digital tidak hanya berkaitan dengan perubahan pesan merek, tetapi juga dengan kesesuaian antara aspirasi brand, kompetensi organisasi, dan legitimasi pasar. Temuan ini berkontribusi pada pengembangan kajian Public Relations strategis dan memberikan implikasi praktis bagi organisasi jasa kreatif dalam merancang repositioning berbasis riset pasar dan kapabilitas internal. Repositioning is a strategic brand management decision that shapes an organization’s ability to maintain relevance in changing markets, particularly for digital-based creative service organizations. This study is motivated by limited research on repositioning in small and medium-sized digital agencies from a Public Relations perspective, especially in education and impact-oriented services in Indonesia. It aims to analyze the repositioning process of PT XYZ from a Sustainability Communication Partner to an Education and Impact Digital Creative Agency using the Framework for Strategic Repositioning, which covers core strategic values, strategic flexibility and learning capabilities, customer awareness and sensitivity, external orientation, management commitment, and belief in the product and brand. This research employed a qualitative instrumental case study. Data were collected through participant observation during a Job Training program from July to September 2025, semi-structured interviews with four key informants, and analysis of internal company documents. The data were examined using thematic analysis with deductive coding. The findings show that repositioning was driven by a mismatch between the initial positioning, internal capabilities, and market needs. PT XYZ demonstrated strengths in management commitment, strategic flexibility, and customer understanding, but still needs to strengthen external orientation, market validation, and internal alignment. This study confirms that digital agency repositioning is not merely a change in brand messages but a strategic alignment among brand aspirations, organizational competencies, and market legitimacy. The findings contribute to strategic Public Relations scholarship and offer practical implications for creative service organizations in designing repositioning based on market research and internal capabilities.

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