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151	Marketing and Fintech in Terms of Islamic Perspective	ABS-14
Development of Creative Digital Entrepreneurship in Banjaran Wetan Village, Banjaran Subdistrict, Bandung Regency Muhammad Syarqim Mahfudz (a*), Eri Achiraeniwati (a), Yanti Sri Rejeki (a),Djamaludin (a), Nur Rahman Asad (a), M. Dzikron AM (a), Insan Nugraha (a), Krisna Riyadi (a), Rieven Adha Geva Putra (a) (a) Department of Industrial Engineering, Faculty of Engineering, Universitas Islam Bandung *muhammadsyarqimmahfudz[at]unisba.ac.id Abstract Digital marketing has become a crucial element in modern business strategies, especially for Small and Medium Enterprises (SMEs) that aim to remain relevant and competitive in a constantly evolving market. In Banjaran Wetan Village, Bandung Regency, creative entrepreneurs face challenges in expanding their market reach due to limited digital competence and inadequate access to technology. Preliminary surveys revealed that flagship products such as coffee and its derivatives, as well as other local wisdom based goods, have not fully utilized digital platforms for promotion. To address this issue, a Community Service Program (PkM) was conducted to improve the digital competence and entrepreneurial capacity of local communities through direct training and mentoring. The program was implemented on February 25, 2025, involving 13 participants from three areas, representing various business sectors such as coffee farming, cafe management, woodworking, cosmetics, food and beverage production, spice processing, livestock, and building material sales. The training covered the use of digital platforms such as WhatsApp, TikTok, Instagram, Facebook, and Shopee, including hands on sessions in content creation and account management for business promotion. Evaluation using pre and post training questionnaires showed a significant increase in digital literacy and participants involvement in online marketing. The results indicate that structured, practice oriented training can effectively support the digital transformation of rural entrepreneurs and enhance the competitiveness of local businesses in a sustainable way. Keywords: creative entrepreneurship, digital marketing, training, digital literacy, rural empowerment Share Link | Plain Format | Corresponding Author (Muhammad Syarqim Mahfudz)

152	Marketing and Fintech in Terms of Islamic Perspective	ABS-113
Understanding the Adoption of Sharia Digital Banking: The Role of Functional and Psychological Barriers, Islamic Financial Literacy, and Subjective Well-Being Yudha Dwi Nugraha, Rezi Muhamad Taufik Permana, Nindya Saraswati, Dara Puspa Kenanga, Rifa Khairunnisa Universitas Islam Bandung Abstract This study explores the adoption of Sharia Digital Banking Apps in Indonesia by developing a comprehensive structural model grounded in Innovation Resistance Theory (IRT). With the integration of Information and Communication Technology, smart devices, and digital payment systems, Sharia Digital Banks are increasingly seen as efficient platforms for managing daily financial transactions. However, despite their potential, consumer adoption remains limited due to various perceived barriers. This research focuses on identifying and analysing the dynamics among value, image, risk, and usage barriers, along with Islamic financial literacy, behavioural intention, actual adoption, and subjective well-being. A quantitative approach was employed using purposive sampling and data collected through online surveys. Structural Equation Modeling with PLS-SEM was used to test the proposed model. Findings reveal that value and image barriers significantly deter adoption intention, while risk barriers negatively affect both intention and actual usage. Conversely, Islamic financial literacy positively influences behavioural intention, helping reduce resistance. The intention-adoption relationship aligns with the Theory of Planned Behaviour, while actual adoption was found to lower usage barriers and improve subjective well-being. In contrast, usage barriers negatively impacted well-being, underlining the importance of post-adoption experience. This study contributes theoretically by integrating resistance, adoption, and well-being frameworks in the context of Islamic digital finance. Practically, it offers insights for policymakers, financial educators, and service providers to enhance consumer trust, literacy, and engagement. The outcomes are intended for international journal publication, presentation at the 8th Bandung Annual International Conference (BAIC), and registration as intellectual property. Keywords: Islamic financial literacy, functional barriers, psychological barriers, user adoption, subjective well-being. Share Link | Plain Format | Corresponding Author (Yudha Dwi Nugraha)

153	Marketing and Fintech in Terms of Islamic Perspective	ABS-122
Digital Transformation of Livestock Businesses: Strengthening Marketing Competencies through UNISBA^s Training Program Dede R Oktini*, Rabiatul Adwiyah, Nurdin, Andina Adma, Riza Arlinda, Bella Fujhita to Submit This Sample Abstract Faculty of Economics and Business, Islamic University of Bandung Abstract This study examines how digital transformation can strengthen marketing competencies among local livestock entrepreneurs through a targeted community service training program initiated by Universitas Islam Bandung (UNISBA) at Banten Farm. In response to rising market competition and the increasing dominance of digital platforms, many small-scale livestock businesses struggle to adopt effective marketing strategies and reach wider audiences. The training program aimed to bridge this gap by providing participants with practical, hands-on skills in digital marketing, such as managing social media, creating engaging content, and integrating e-commerce tools. Employing a qualitative case study method, data were gathered through participant observation, structured feedback, and comparative assessments before and after the training. Findings show a marked increase in participants^ digital literacy, confidence in utilizing online platforms, and ability to craft market-relevant content. Moreover, the initiative promoted collaborative learning, innovation in product branding, and enhanced engagement with potential customers. The program underscores the pivotal role of higher education institutions in supporting digital capability development among rural entrepreneurs. By providing structured, locally-relevant, and experiential training, universities can significantly accelerate digital adoption and improve the economic resilience of marginalized sectors. The study illustrates that well-designed community-university partnerships can serve as a catalyst for rural economic empowerment and long-term sustainability in the livestock sector. It offers a scalable model for similar efforts in other regions facing comparable challenges in digital transformation and market integration, reinforcing the value of academic institutions as agents of social innovation and inclusive development. Keywords: digital marketing, livestock business, community service. Share Link | Plain Format | Corresponding Author (Dede R Oktini)

154	Marketing and Fintech in Terms of Islamic Perspective	ABS-147
From Faith to Sustainability: The Role of Islamic Branding and Green Marketing in Driving Purchase Decisions of Kahf Products among Generation Z a*) Yedi Zenaludin b) Ryan Kurniawan a) Universitas Widyatama yedi.zenaludin[at]widyatama.ac.id b) Universitas Widyatama Abstract The growing awareness of faith-based values and environmental sustainability among Generation Z has created a unique market segment in Indonesia^s personal care industry. Kahf, a male grooming brand positioned with strong Islamic identity and eco-friendly initiatives, presents an opportunity to examine how these factors shape consumer behavior. This study aims to analyze the influence of Islamic Branding and Green Marketing on Purchase Decision of Kahf products among Generation Z consumers. The research adopts a quantitative approach using questionnaires distributed to respondents within the Generation Z demographic who are familiar with or have purchased Kahf products. The sampling technique will employ purposive sampling, and data will be analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the direct impact of the independent variables. The findings are expected to provide valuable insights into how faith-driven branding and sustainability-oriented marketing strategies contribute to purchase decision-making in the personal care sector. Academically, this study extends the literature on consumer behavior by integrating Islamic Branding and Green Marketing as dual drivers of decision-making among young Muslim consumers. From a managerial perspective, the results are anticipated to benefit brand managers and marketers by offering practical recommendations on how to align marketing strategies with Generation Z^s values of religiosity and environmental consciousness. By bridging theoretical and practical insights, this study highlights the growing importance of combining religious identity and sustainability in shaping consumer loyalty and long-term business competitiveness. Keywords: Islamic Branding- Green Marketing- Purchase Decisions Share Link | Plain Format | Corresponding Author (Yedi Zenaludin)

155	Marketing and Fintech in Terms of Islamic Perspective	ABS-158
Virtual Reality for Sustainable Halal Tourism: A Comparative Study of Millennials and Generation Z through a TAM-SOR Frameworkubmit This Sample Abstract Fitriah Dwi Susilowati, S.Sos., M.SM (a*) Dr. Ahmad Ajib Ridlwan, S.Pd., M.SEI (b) Fira Nurafini, S.EI., M.SEI (c) Yan Putra Timur, S.M., M.SEI (d) Fresha Kharisma, S.E., M.SM (e) Dr. Dien Mardhiyah, S.E., M.Si (f) Dr. Anita Binti Ismail (g) Ali Imaduddin Futuwwah, S.Sos., M.SM (h) Amelia, S.E.M.B.A, PhD (i) (a, b, c,d,e) Economics and Business Faculty, Universitas Negeri Surabaya, Surabaya, Indonesia. *fitriahsusilowati[at]unesa.ac.id (f) Economics and Business Faculty, Universitas Airlangga, Surabaya, Indonesia. (g) Faculty of Economics and Muamalat, Universiti Sains Islam Malayisa, Nilai, Malaysia. (h) Economics and Business Faculty, Universitas Muhammadiyah Surabaya, Surabaya, Indonesia. (i) Economic Faculty, Universitas Muhammadiyah Aceh, Banda Aceh, Indonesia. Abstract The halal tourism industry has undergone significant transformation in recent decades, driven largely by technological innovation. As a sector grounded in Sharia principles, halal tourism continues to demonstrate remarkable growth globally, with Indonesia recognized as the world^s leading halal tourism destination in 2019. Although temporarily disrupted by the COVID-19 pandemic, the industry rebounded in 2022 with 110 million international Muslim tourist arrivals, and spending is projected to rise from USD 133 billion in 2022 to USD 174 billion by 2027. One of the most promising innovations supporting this growth is Virtual Reality (VR), which provides immersive and interactive experiences that influence both cognitive and emotional responses of tourists. This study aims to explore the impact of VR on halal tourism visit intention by comparing Millennials and Generation Z, two cohorts predicted to dominate travel decision-making by 2030. While Millennials are often considered digital immigrants and Generation Z as digital natives, their distinct technological engagement patterns remain underexplored in halal tourism contexts. Employing the Technology Acceptance Model (TAM) integrated with the Stimulus-Organism-Response (S-O-R) framework, this research examines cognitive and affective responses such as perceived ease of use, perceived usefulness, enjoyment, and flow experience, and their influence on intention to visit halal destinations. The findings are expected to contribute to the academic discourse on halal tourism by filling the current literature gap and offering practical insights for stakeholders in designing VR-based marketing strategies that align with the preferences and expectations of Millennials and Generation Z. This study highlights the role of technology-driven innovation in strengthening the halal ecosystem and promoting sustainable growth of the tourism industry in line with the Sustainable Development Goals (SDGs). Keywords: Halal tourism- Virtual Reality- Millennials- Generation Z- Islamic marketing- Sustainability Share Link | Plain Format | Corresponding Author (Fitriah Dwi Susilowati)

156	Marketing and Fintech in Terms of Islamic Perspective	ABS-180
Challenges in Visual Marketing as Part of Islamic Marketing: A Comprehensive Islamic Perspective Farah Oktafani (a*)(b), R.Arief Helmi (a), Yevis Marty Oesman (a), Dian Masyita (a) a) School of Economic and Business, Universitas Padjadjaran. Jalan Dipatiukur no.46, Bandung, Indonesia. *oktfarah[at]gmail.com b) School of Economic and Business, Telkom University. Jalan Telekomunikasi no.1, Bandung, Indonesia. Abstract Islamic marketing has emerged as a distinct academic discipline, yet a comprehensive (kaffah) perspective-particularly regarding visual marketing-remains understudied. This qualitative research addresses the challenges of visual marketing within an Islamic framework, focusing on controversial campaigns by a prominent Indonesian Muslim fashion brand up to 2025. Grounded in a constructivist paradigm, the study employs thematic content analysis of authoritative sources, including the Qur^an, Hadith, and fatwas from the Indonesian Ulema Council (MUI), alongside empirical case studies. Findings reveal recurrent violations of core Islamic principles, such as Al-Bayan (transparency), avoidance of gharar (deception), and respect for religious symbols. Based on the results of the study, at least several aspects were found that need to be criticized, including: Deviations in the Meaning of Qurbani and Hijab - Exploitation of Symbols of Worship - Linguistic Errors and Religious Impacts - Manipulation of Religious Messages - Informal Language Exploitation for Young Targets - Deviations from Islamic Principles in Responding to Aurat and Morality - Exploit Sensitive Issues for Clickbait - Emotional Manipulation and Victim Blaming - Psychological Manipulation and Ambiguity. The study concludes that visual marketing in Muslim-majority contexts must align with maqashid syariah (higher objectives of Shariah), prioritising ethical communication, social responsibility, and spiritual values over mere commercial gain. It offers a framework for Shariah-compliant visual marketing strategies, contributing to academic discourse and practical applications in the growing Islamic marketing industry. Keywords: Islamic Marketing, Visual Marketing, Kaffah Perspective, Ethical Compliance, Maqashid Syariah, Promotion. Share Link | Plain Format | Corresponding Author (Farah Oktafani)

157	Marketing and Fintech in Terms of Islamic Perspective	ABS-204
PleaseDigital Advertising Impact on Sales Performance of Gen Z in Indonesia E-Commerce Just Try to Submit This Sample Abstract Agung Wijoyo Faculty of Economics and Business, Bandung Islamic University, Bandung, Indonesia Abstract This study investigates the impact of digital advertising effectiveness and contextual relevance on sales performance among Generation Z consumers in Indonesia^s e-commerce market. The purpose of the research is to assess how persuasive clarity and message personalization influence consumer purchase behavior in one of the world^s most rapidly expanding digital economies. A quantitative survey method was applied, targeting 300 socially active Gen Z respondents in the Greater Jakarta area who have experienced online advertising and subsequent purchases. Data were analyzed using multiple regression with robustness checks to validate the results. The findings indicate that both advertising effectiveness and advertising relevance exert significant and positive effects on sales performance, jointly explaining 66.5% of the variance in purchase behavior. The study contributes to marketing theory by extending the application of the AIDA model and the Theory of Planned Behavior within a Southeast Asian digital commerce context. It also provides managerial implications for e-commerce firms and advertisers, highlighting the need for data-driven strategies that integrate creative design with contextual personalization. The originality of this research lies in addressing the combined effect of effectiveness and relevance on sales outcomes, a dimension that remains underexplored in emerging market settings. The results suggest that future research should investigate potential moderating factors such as consumer trust, influencer credibility, and ad fatigue to further explain consumer response in digital ecosystems. Keywords: Digital Advertising, Advertising Effectiveness, Advertising Relevance, Generation Z, E-Commerce, Purchase Intention, Influencer Marketing, Social Media Marketing. Share Link | Plain Format | Corresponding Author (Agung Wijoyo)

158	Marketing and Fintech in Terms of Islamic Perspective	ABS-212
HALAL AWARENESS AND CONSUMER WILLINGNESS: A STUDY ON GENERATION Z PURCHASING BEHAVIOR NERRESSA M. MONTEJO, AMIELYN V. PARCIA HOLY CHILD CENTRAL COLLEGES INC. Abstract HALAL AWARENESS AND CONSUMER WILLINGNESS: A STUDY ON GENERATION Z PURCHASING BEHAVIOR This study investigated the relationship between halal awareness and consumer willingness among Generation Z students at Holy Child Central Colleges, Inc. in Surallah, South Cotabato during the Academic Year 2024-2025. Using a descriptive-correlational design, the researchers purposively selected 230 students as respondents to assess their level of halal awareness, willingness to purchase halal-certified products, and the factors influencing their buying decisions. A researcher-made survey served as the primary data-gathering tool. Findings revealed that Generation Z respondents exhibited a high level of halal awareness (mean = 3.76), strongly associating halal with principles of safety, cleanliness, trustworthiness, and ethical production. However, gaps persisted in recognizing halal logos and certifications. In terms of consumer behavior, their willingness to purchase halal-certified products was found to be moderate (mean = 3.37). Higher willingness was observed for essential items such as food and beverages, while lower willingness was noted for non-essential goods like cosmetics, personal care products, and items with additional cost for halal certification. Statistical analysis revealed a strong positive and significant relationship (r = 0.820, p = 0.0037) between halal awareness and consumer willingness, affirming that increased knowledge and confidence in halal standards significantly enhance purchase intention. Furthermore, key influencing factors included health, safety, and hygiene, ethics and values, certification and labeling, practical considerations such as price and availability, and social influence from peers and family. Social media and online exposure emerged as the most powerful drivers, particularly through influencer endorsements and product reviews. Overall, the results highlight that halal is not only viewed as a religious requirement but also as a marker of quality, safety, and ethical consumption for Generation Z. The study recommends strengthening halal education, standardizing certification visibility, and leveraging digital platforms to increase awareness and foster greater willingness to purchase halal-certified products. Keywords: Keywords: Halal Awareness- Consumer Willingness- Generation Z- Purchasing Behavior- Ethical Consumption Share Link | Plain Format | Corresponding Author (AMIELYN VILLANUEVA PARCIA)

159	Marketing and Fintech in Terms of Islamic Perspective	ABS-213
Halal Awareness and Consumer Willingness: A Study on Generation Z Purchasing Behavior Montejo, Nerressa M. & Parcia, Amielyn HOLY CHILD CENTRAL COLLEGE INC. Abstract This study investigated the relationship between halal awareness and consumer willingness among Generation Z students at Holy Child Central Colleges, Inc. in Surallah, South Cotabato during the Academic Year 2024-2025. Using a descriptive-correlational design, the researchers purposively selected 230 students as respondents to assess their level of halal awareness, willingness to purchase halal-certified products, and the factors influencing their buying decisions. A researcher-made survey served as the primary data-gathering tool. Findings revealed that Generation Z respondents exhibited a high level of halal awareness (mean = 3.76), strongly associating halal with principles of safety, cleanliness, trustworthiness, and ethical production. However, gaps persisted in recognizing halal logos and certifications. In terms of consumer behavior, their willingness to purchase halal-certified products was found to be moderate (mean = 3.37). Higher willingness was observed for essential items such as food and beverages, while lower willingness was noted for non-essential goods like cosmetics, personal care products, and items with additional cost for halal certification. Statistical analysis revealed a strong positive and significant relationship (r = 0.820, p = 0.0037) between halal awareness and consumer willingness, affirming that increased knowledge and confidence in halal standards significantly enhance purchase intention. Furthermore, key influencing factors included health, safety, and hygiene, ethics and values, certification and labeling, practical considerations such as price and availability, and social influence from peers and family. Social media and online exposure emerged as the most powerful drivers, particularly through influencer endorsements and product reviews. Overall, the results highlight that halal is not only viewed as a religious requirement but also as a marker of quality, safety, and ethical consumption for Generation Z. The study recommends strengthening halal education, standardizing certification visibility, and leveraging digital platforms to increase awareness and foster greater willingness to purchase halal-certified products. Keywords: Halal Awareness- Consumer Willingness- Generation Z- Purchasing Behavior- Ethical Consumption Share Link | Plain Format | Corresponding Author (NERRESSA MONTEJO)

160	Marketing and Fintech in Terms of Islamic Perspective	ABS-215
Understanding Financial Practices and Literacy Levels of Working College Students John Mark O. Eser (a*), Allyssa Mae Judilla (b), Juna Marie Bucasas (c), John Lloyd Vincent Espanar (d), Nerressa M. Montejo, MBA, CHRA, CFMS, CFMP (e) Holy Child Central Colleges, Inc. Abstract This study examines the financial literacy levels and financial management practices of working college students at Holy Child Central Colleges Inc. (HCCCI). Using a descriptive-correlational design, data were collected from 141 respondents through a structured questionnaire assessing financial literacy (knowledge, behavior, attitude) and management practices (savings, credit handling, investing, personal spending, and budgeting). Results reveal that students exhibit a high overall level of financial literacy (M = 3.59), particularly in financial behavior and attitude, while financial knowledge is moderate. Financial management practices are at a moderate level (M = 3.42), with strengths in budgeting and savings but weaker performance in investing and credit handling. A moderate to strong positive correlation (r = 0.6614, p < .05) was found between financial literacy and management practices, indicating that higher literacy is associated with more effective financial behaviors. The study recommends targeted financial education programs focusing on credit management, investment strategies, and practical applications to enhance students^ financial competence and long-term financial well-being. Keywords: financial literacy, financial management, working students, budgeting, investing Share Link | Plain Format | Corresponding Author (John Mark Oserio Eser)

161	Marketing and Fintech in Terms of Islamic Perspective	ABS-216
From Local Flavors to Global Brands: Investigating Consumer Chocolate Preferences in South Cotabato HOLY CHILD CENTRAL COLLEGES, INC. Abstract This study examines chocolate consumer preferences in South Cotabato using a quantitative design with 400 respondents. Findings show the taste, price, packaging, brand, and social factors are the main drivers of purchase behavior and intention to buy local chocolates. The results provide valuable insights for producers and policymakers to enhance competitiveness while emphasizing cultural pride and sustainability. Keywords: Chocolate preferences, consumer behavior,local brands,global brands,purchasing behavior, brand authenticity, cacao industry Share Link | Plain Format | Corresponding Author (Allyssa Mae Maningola Judilla)

162	Marketing and Fintech in Terms of Islamic Perspective	ABS-217
UNDERSTANDING FINANCIAL PRACTICES AND LITERACY LEVELS OF WORKING COLLEGE STUDENTS HOLY CHILD CENTRAL COLLEGES, INC. Abstract This study examines the financial literacy levels and financial management practices of working college students at Holy Child Central Colleges Inc. (HCCCI). Using a descriptive-correlational design, data were collected from 141 respondents through a structured questionnaire assessing financial literacy (knowledge, behavior, attitude) and management practices (savings, credit handling, investing, personal spending, and budgeting). Results reveal that students exhibit a high overall level of financial literacy (M = 3.59), particularly in financial behavior and attitude, while financial knowledge is moderate. Financial management practices are at a moderate level (M = 3.42), with strengths in budgeting and savings but weaker performance in investing and credit handling. A moderate to strong positive correlation (r = 0.6614, p < .05) was found between financial literacy and management practices, indicating that higher literacy is associated with more effective financial behaviors. The study recommends targeted financial education programs focusing on credit management, investment strategies, and practical applications to enhance students^ financial competence and long-term financial well-being. Keywords: Keywords: financial literacy, financial management, working students, budgeting, investing Share Link | Plain Format | Corresponding Author (Allyssa Mae Maningola Judilla)

163	Marketing and Fintech in Terms of Islamic Perspective	ABS-218
From Local Flavors to Global Brands Investigating Consumer Chocolate Preferences in South Cotabato John Mark O. Eser (a*), Allyssa Mae Judilla (b), Juna Marie Bucasas (c), John Lloyd Vincent Espanar (d), Stephany A. Domingo, LPT (e) Holy Child Central Colleges, Inc. Abstract This study examines chocolate consumer preferences in South Cotabato using a quantitative design with 400 respondents. Findings show the taste, price, packaging, brand, and social factors are the main drivers of purchase behavior and intention to buy local chocolates. The results provide valuable insights for producers and policymakers to enhance competitiveness while emphasizing cultural pride and sustainability. Keywords: chocolate preferences, consumer behavior, local brands, purchasing behavior, brand authenticity, cacao industry Share Link | Plain Format | Corresponding Author (John Mark Oserio Eser)

164	Marketing and Fintech in Terms of Islamic Perspective	ABS-219
FROM LOCAL FLAVORS TO GLOBAL BRANDS: INVESTIGATING CONSUMER CHOCOLATE PREFERENCES IN SOUTH COTABATO Holy Child Central Colleges Inc. Abstract The global chocolate industry is undergoing rapid transformation, driven by evolving consumer preferences, ethical sourcing demands, and health-conscious trends. In South Cotabato, a province known for its premium cacao, local chocolate producers face increasing competition from international brands. This study investigates the demographic profile, consumption habits, and key factors influencing consumer preferences and purchase intentions toward local chocolate products. Using a descriptive-correlational design, data were collected from 400 stratified respondents aged 20 and above through a self-developed survey instrument. The study examined eight variables-taste, flavor, price, packaging, nutritional value, social factors, promotions, and brand-and their predictive relationship with the intention to buy local chocolate. Results revealed that taste, flavor, and brand were the strongest predictors of purchase intention, while price and packaging showed moderate influence. Social and promotional factors varied across age and income groups. The findings underscore the importance of aligning local chocolate branding with consumer values such as authenticity, quality, and cultural relevance. Strategic insights from this research offer actionable recommendations for local producers, marketers, and policymakers to enhance competitiveness and sustainability in the regional cacao value chain. Keywords: consumer behavior, chocolate preferences, local branding, purchase intention, South Cotabato, descriptive-correlational study Share Link | Plain Format | Corresponding Author (Juna Marie Patarata Bucasas)

165	Media, Journalism, and Information	ABS-48
Islamic Cyberactivism of Gen Z related to Humanitarian Issues on Social Media Arbaiyah Satriani, Andalusia Neneng Permatasari, Ratri Rizki Kusumalestari, Intan Silviana Sari, Alifia Binaya Sabilla Universitas Islam Bandung Abstract Gen Z and social media are closely intertwined. Gen Z places a significant value on their online presence. Through their social media activism, Gen Z has demonstrated a capacity for civic engagement that suggests they are not as politically disengaged and uninformed as some may suggest. Cyberactivism could be considered the process of using internet-based socialization and communication techniques to create, run and manage any kind of activism. This research focuses on the interaction patterns between information on social media and the theme of Gen Zs Islamic cyberactivism for humanity. By examining the interaction patterns, it is possible to visualize networks, identify key actors or communities, and connect the network patterns found with the observed communication phenomena. The approach taken in this research is social network analysis (SNA), a methodological approach used to analyze and understand social relationships in a network. Additionally, the SNA method is used to understand the structure of relationships between individuals or social units, identify key network members, and optimize communication and collaboration processes. In the context of this research, SNA can be a useful tool for exploring the patterns of interaction between information on social media and the theme of Gen Z humanitarian digital activism. Keywords: cyberactivism, gen Z, humanitarian issues, social media Share Link | Plain Format | Corresponding Author (Arbaiyah Satriani)

166	Media, Journalism, and Information	ABS-63
Climate Crisis Communication and the Representation of Eco-Anxiety on Social Media: Perception Analysis of Urban-Rural Gen-Z in Bandung Raya Aldin Aldama, Ahmad Fadhli, Madani Sri Rahayu, Nabilah Salsabila Universitas Islam Bandung Abstract The global climate crisis not only produces environmental consequences but also emotional strain, particularly among Generation Z (Gen-Z) immersed in social media. One emerging psychosocial impact is eco-anxiety-a heightened concern for the Earth^s future intensified by digital exposure to climate narratives. This study investigates how eco-anxiety is represented and experienced differently by Gen-Z in urban and rural areas of Greater Bandung, focusing on the role of social media in shaping perceptions and expressions. Using a qualitative exploratory case study, data were gathered through in-depth interviews and focus group discussions with five purposively selected Gen-Z participants. Analysis uncovered patterns of emotional representation and evolving digital narratives on climate anxiety. Findings show urban Gen-Z experience eco-anxiety more intensely, with critical, digitally mediated expressions influenced by global climate discourse. In contrast, rural Gen-Z exhibit more composed, spiritually grounded responses rooted in religious values and communal solidarity. Eco-anxiety is expressed across digital formats such as memes, visual storytelling, and online comments, reflecting emotions ranging from distress to resignation. These results underscore the need for climate communication strategies sensitive to local contexts and youth affective experiences. The study highlights social media as a critical arena for emotional expression within crisis communication and climate psychology research. Implications point to the urgency of developing public communication models that reflect social and geographical diversity among Gen-Z, while future research should design digital interventions that transform eco-anxiety into eco-agency. Keywords: eco-anxiety, climate communication, gen-z, social media, urban-rural Share Link | Plain Format | Corresponding Author (Ahmad Fadhli)

167	Media, Journalism, and Information	ABS-115
lDigital Literacy through Community Empowerment: a Solution for Teacher Communication Strategies in Raising Children^s Awareness to Use Gadgets Wiselyease Just Try to Submit This Sample Abstract Oji Kurniadi, Dedeh Fardiah, Rini Rinawati, M Varrel Rahmadina,Tiara Rizky Amaliah Faculty of Communication Science, Universitas Islam Bandung Abstract Indonesia has experienced a rapid digital transformation, with active internet users reaching 209.3 million in 2023. According to the State of Mobile 2024 report, Indonesia recorded the highest average mobile device usage in the world, with users spending 6.05 hours per day in 2023. Elementary school children are increasingly affected by gadget use, both positively and negatively. Therefore, early digital literacy is essential and should be delivered by figures who are close to children-namely, teachers. The problems identified include a lack of understanding about gadgets, their impact on child development, knowledge of digital literacy, strategies for raising digital awareness, and understanding the principles of effective communication. This community service (PKM) activity aims to empower teachers within the integrated Islamic School Network (JSIT) in Majalengka to cultivate awareness and promote wise gadget use among children. The Program involved 60 teacher from kindergarten, elementary, and yunior high schools. Descriptive methods were used to determine perticipants^ knowledge level after the training. Data collection include pre- and post-test, discussions, interviews with the JSIT head, and observations during the training. The results of the PKM implementation indicate that participants already had a high level of knowledge regarding the digital literacy. However, the delivery of materials during the program still contribute to increasing their understanding of the PKM topics. Keywords: Digital Literacy, Gadgets, Empowerment, Children, Communication Strategy Share Link | Plain Format | Corresponding Author (Oji Kurniadi)

168	Media, Journalism, and Information	ABS-123
Personalization of Conflict in Hate Speech against Religious Figures Erik Setiawan, Maya Amalia Oesman Palapah, Riza Hernawati Communication Science Faculty, Universitas Islam Bandung, Indonesia Abstract This study examines the phenomenon of personalized conflict in the expression of hate speech against religious figures on social media. Rather than focusing on the issue or argument itself, many online users direct their hostility at specific individuals, turning public discourse into personal attacks. This research aims to analyze how hate speech targeting religious influencers-such as Ustadz or Islamic public figures-is framed, expressed, and directed within digital conversations. The study investigates ten prominent social media accounts that posted religious or moral-related content and triggered widespread public response. Using qualitative content analysis, hate speech was identified and categorized based on its themes (morality, tradition, religion), forms (direct insult, incitement, negative stereotyping), and targets (individual vs. group). Data were collected from Instagram, Twitter, Facebook, and TikTok by documenting user comments related to each post. Findings reveal that moral values are the most dominant theme used to justify hate speech, followed by tradition and religion. The most frequent form is direct personal insult, which indicates a shift from discourse-based disagreement to character assault. Furthermore, most hate speech targets individual religious figures personally, rather than groups or communities, reflecting a high degree of personalization. This suggests that moral outrage in online spaces often escalates into symbolic punishment of individuals, reducing room for rational debate and amplifying emotional polarization. Keywords: Personalization of conflict, hate speech, religious figure, moral discourse, digital communication, social media, public commentary Share Link | Plain Format | Corresponding Author (Riza Hernawati)

169	Media, Journalism, and Information	ABS-138
THE RELATIONSHIP BETWEEN SOCIAL CHARITY FACTORS (WORSHIP OF GHAIRU MAHDAH) AND CITIZENS^ PREFERENCES FOR USING HALAL PRODUCTS Bambang Saiful Maarif Universitas Islam Bandung Abstract Metropolitan Bandung is a dynamic, comfortable, and harmonious area, of which West Bandung Regency (KBB) is a significant area. Padalarang, the most populous district in West Bandung, boasts a unique and legendary history, culinary scene, and a wealth of tourism opportunities. Residents are also seen practicing their religion and heeding religious outreach programs promoting halal products. The theoretical framework of this research is based on the following theories: First, Persuasion Theory, specifically the Elaboration of Likelihood Model (ELM) by Petty and Cacioppo, which explains that information is processed using two pathways: the peripheral route and the central route. Persuasive communication assumes an interaction between sociodemographic and psychographic factors within the communication elements (figure, message, channel and media, and communication structure). Citizens^ actions are also observed through the communication media. This research uses quantitative methods, questionnaire data collection techniques, and in-depth analysis. In this study, we obtained data that: a) Ghairu mahdah worship plays a significant role in the preference for using halal products, b) Communication media has a significant influence on the use of halal products, positively with a large influence of 0.183 (18.3%), c) Islamic communication messages have a significant influence on the use of halal products, positively with a large influence of 0.547 (54.7%), d) The relationship model between Islamic communication messages (X_1), communication media (X_2), social networks (X_3) and the use of halal products (Y) can be written as follows: Y = 0.547X_1 + 0.183X_2 + 0.176X_3. Keywords: Sociodemographic, da^wah communication, religious weight, halal products. Sample Abstract Share Link | Plain Format | Corresponding Author (Bambang Saiful Maarif)

170	Media, Journalism, and Information	ABS-162
The influence of organizational culture and anti-fraud awareness on fraud prevention (survey of student organizations at Bandung Islamic University) Hasan Nashrullah, Mey Maemunah Universitas Islam Bandung Abstract This study aims to analyze the influence of organizational culture and anti-fraud awareness on fraud prevention in student organizations at Bandung Islamic University. Fraud is a phenomenon that can threaten the accountability, integrity, and continuity of student organizations, so fraud prevention efforts are needed to minimize the risk of fraud. This study employs a quantitative approach using a confirmatory method. Data was collected by distributing questionnaires to student organization executives, yielding a total of 121 respondents. Data analysis was conducted using Structural Equation Model Partial Least Square (SEM PLS). Based on the results of the study, it was found that organizational culture has a positive and significant effect on fraud prevention, so that the stronger the organizational culture implemented, the more it will increase fraud prevention. Moreover, anti-fraud awareness has a positive and significant influence on fraud prevention, indicating that the higher the anti-fraud awareness among student organization officers at Bandung Islamic University, the more effective fraud prevention becomes. The findings of this study explain that organizational culture and anti-fraud awareness influence fraud prevention as a preventive measure against potential fraud within an organization. Key Words: Organizational Culture, Anti-Fraud Awareness, Fraud Prevention, Student Organizations. Keywords: Organizational Culture, Anti-Fraud Awareness, Fraud Prevention, Student Organizations. Share Link | Plain Format | Corresponding Author (Hasan Nashrullah)

171	Media, Journalism, and Information	ABS-189
Pemanfaatan Teknologi Komunikasi dalam Kolaborasi Pengembangan Bandung Smart City antara Pemerintah Kota Bandung dengan Stakeholders Izni Nur Indrawati Maulani, Alexandria Cempaka Harum, Aldin Aldama, Muhammad Raihan Abudzar Al-Ghifari, Firli Nurhayati Fakultas Ilmu Komunikasi, Universitas Islam Bandung Abstract Smart city is a concept of developing a city or urban environment that is carried out to overcome the increasingly complex problems of urban life. Bandung, as one of the major cities in Indonesia, has started to implement the smart city concept since the implementation of the smart city policy in the 2015 Indonesia Smart City Index (IKCI) program. Various innovations have been made in Bandung as a form of response to the challenges of the development of today^s digitized cities. The success of Bandung City for its achievement as a smart city cannot be separated from the role of stakeholders who support the various innovations that have been made. The purpose of this research is to identify the utilization of communication technology that strengthens collaboration between the Bandung City Government and stakeholders in the development of Bandung Smart City. The method used in this research is a qualitative method with a case study approach. The research data collection used in-depth interviews and observation. The results showed that the current communication technology is utilized to strengthen the collaboration communication that has been established by the Bandung City Government. Utilization of communication media in the form of Social Media, Online Media (WhatsApp) and Website is used to realize collaboration and integration of various Bandung Smart City products. Another utilization is for the integration of the utilization of the Bandung City Government program with the Bandung Smart City program. Keywords: Smart City, Internet of Things, Komunikasi Kolaborasi Share Link | Plain Format | Corresponding Author (Alexandria Cempaka Harum)

172	Media, Journalism, and Information	ABS-198
LEADERSHIP ROLE, INSTITUTIONAL COMMITMENT AND PERFORMANCE OF HOSPITALITY AND TOURISM MANAGEMENT IN GOLDENSTATE COLLEGE CAMPUSES Jose Razel Gegante Lape Goldenstate College - General Santos City Abstract This dissertation, titled ^Leadership Role, Institutional Commitment, and Performance of Hospitality and Tourism Management in Goldenstate College Campuses^, examined the leadership roles, organizational commitment, and performance levels of hospitality and tourism management instructors, deans, and department heads. It aimed to design an intervention program to enhance or sustain these variables. The study addressed nine research problems and tested four hypotheses. An adopted questionnaire was utilized to assess leadership styles and organizational commitment, while the OPCRF (Office Performance Commitment and Review Form) measured performance levels. A total of 100 respondents participated in the study. Using a descriptive-correlational design, the research was guided by the IPO (Input, Process, Output) framework, with each variable thoroughly analyzed in the review of related literature. Statistical tools such as frequency counts, percentages, means, standard deviations, t-tests, ANOVA, and Pearson r were employed to analyze the data. Results revealed that respondents across all campuses exhibited highly proficient leadership roles, very high levels of organizational commitment, and very satisfactory performance levels. Despite these positive outcomes, challenges and issues related to leadership effectiveness, institutional commitment, and performance were identified, warranting attention and immediate action from college management. In response to these findings, an intervention program titled ^Enhancing Leadership Effectiveness and Institutional Commitment in Hospitality and Tourism Management Education^ was developed. This program focuses on improving leadership effectiveness, strengthening institutional commitment, and enhancing the achievement levels of the college. By addressing the identified gaps, this intervention aims to support continuous improvement in leadership and organizational performance within hospitality and tourism management education. Keywords: leadership roles, organizational commitment, performance, colleges, department heads, intervention program Share Link | Plain Format | Corresponding Author (Jose Razel Gegante Lape)

173	New Media: Impacts, Benefits, and Barriers	ABS-2
DIGITAL LITERACY PREFERENCES OF ELEMENTARY SCHOOL TEACHERS IN ENHANCING THE TEACHING AND LEARNING PROCESS Dedeh Fardiah, Oji Kurniadi Faculty of Communication Bandung Islamic University Abstract In the digital era, the advancement of information and communication technology (ICT) has significantly influenced education. Learning increasingly relies on technology to create interactive, relevant, and effective experiences. Elementary schools, as the base of formal education, play a key role in fostering digital literacy. Thus, teachers^ ability to integrate technology effectively is crucial for the success of basic education. However, digital literacy among elementary school teachers in Indonesia varies widely. Preferences in using technology are shaped by ease of use, infrastructure availability, and curriculum relevance. This study explores teachers^ preferences regarding digital literacy and the factors influencing those preferences to optimize learning. Using a quantitative method, the study involved teachers from the Integrated Islamic School Network (JSIT) in Majalengka Regency. Data were collected through questionnaires and analyzed descriptively. The results show that instructional videos (35%) are the most preferred media, followed by learning applications (24%) and PowerPoint (18%). These preferences are driven by usability, comfort, training access, and infrastructure support. Most teachers adopt a blended learning approach that combines digital and traditional methods, while few are fully confident with complete digitalization. Although digital tools are recognized as effective in improving student understanding and engagement, significant challenges remain-especially limited institutional support (36%), time constraints (33%), and training access (29%). The study underscores the importance of institutional support, continuous professional development, and adequate infrastructure to ensure equitable and sustainable digital integration in elementary education. Keywords: Teacher Preferences, Digital Literacy, Teaching and Learning Process, Elementary School, Educational Technology Share Link | Plain Format | Corresponding Author (Dedeh Fardiah)

174	New Media: Impacts, Benefits, and Barriers	ABS-6
Adaptive Visual Strategies for Promoting Halal Destinations Using AI and Big Data Ferry Darmawan*, Sophia Novita, Wiki Angga Wiksana, Hana Nurul Fitri, Amelia Putri Febriyani Universitas Islam Bandung *ferry[at]unisba.ac.id Abstract This study aims to create adaptive and personalized visual communication strategies using Artificial Intelligence (AI) and Big Data to promote halal tourism destinations. The digital transformation in the tourism industry, especially through social media platforms, calls for a communication approach that is not only visually appealing but also aligned with the religious and cultural values of Muslim travelers. The study was carried out using a mixed-method approach that included social media content analysis and online questionnaires. The results indicate that the most common and engaging halal tourism content comes from the culinary, religious, and recreational categories. Visual communication that features halal certification, worship environments, and Islamic narratives has proven effective in building audience trust and interest. The questionnaire results emphasize the importance of a data-driven approach in creating content that matches user preferences. Respondents appreciated personalized visual content, technologies like AR/VR, and the inclusion of educational elements that showcase Islamic values in promotional stories. The proposed visual communication strategy involves integrating AI to personalize promotional messages, using Big Data to understand user interests and habits, and tailoring content to local Muslim cultures. This approach centers Islamic values in visual design, framing technology as a tool that enhances social and religious acceptance of promotional content. This research highlights the importance of visual communication strategies that are both technologically adaptable and culturally inclusive in promoting the halal tourism sector in the digital age. Keywords: visual communication - halal tourism - artificial intelligence - big data - content personalisation - digital transformation Share Link | Plain Format | Corresponding Author (Ferry Darmawan)

175	New Media: Impacts, Benefits, and Barriers	ABS-11
Audience Preferences About Leadership Communication Styles of Regional Leaders in Islamic Perspective Firmansyah , Septiawan Santana K., Ahmad Fadhli, Ridfiazhi Aldreka, Betha Dwi Octaviani Universitas Islam Bandung Abstract The communication style of a local leader plays an important role in carrying out duties in a trustworthy manner and creating harmonious relations between the government and the people, in accordance with Islamic values. This study aims to explore the leadership communication style desired by the audience in an Islamic perspective. The research method used is a quantitative method, with a descriptive approach that describes the typification of leadership communication styles expected by the community to regional leaders. Data collection using a survey method with reference to the concept of leaders with a style of leading in accordance with the needs of the community with a population of West Java residents in five regional divisions with a sampling of 1000 people. Descriptive analysis with the concept of leadership communication and connected with the leadership style in Islamic perspective. The results of the research are in the form of audience preferences for leadership communication styles that need to be owned by leaders in West Java in running the government in the future from an Islamic perspective. The results showed that the expectations of the people of West Java to regional leaders to overcome the problems in the region, and how the communication style of the local government to the community in order to jointly build and develop the West Java region better. In the Islamic perspective, the communication style of leadership that is open, transparent, and opens up space for discussion between the community and the government. Keywords: Communication Style, Leadership, Regional Leader, Audience, Islamic Perspective Share Link | Plain Format | Corresponding Author (Firmansyah Firmansyah)

176	New Media: Impacts, Benefits, and Barriers	ABS-12
Digital Communication for Sustainable Education: Developing Green Learning Media in Aisyiyah Boarding School Mohamad Subur Drajat, Dede Lilis Chaerowati, Tia Muthiah Umar, Muthia Syahidah, Fadhilah Razanah Syazwina Fakultas Ilmu Komunikasi, Universitas Islam Bandung Abstract Climate change is a global challenge that requires collective action from all sectors of society. Educational institutions, particularly Islamic boarding schools (pesantren), hold a strategic role in mainstreaming environmental awareness through faith-based and community-driven education. Aisyiyah Boarding School (ABS) Bandung, a modern all-girls pesantren in West Java, is actively strengthening its positioning as an environmentally friendly pesantren by integrating sustainability values into its curriculum and learning processes. One of the key challenges in this transformation is the digital literacy gap between teachers and students, where Generation Z students are generally more proficient in utilizing digital communication media than their teachers. This research aims to enhance teachers^ capacity to develop green-themed learning media as part of a broader strategy to brand the school as a green pesantren. The participants consisted of 20 teachers at ABS Bandung, who previously had limited experience with digital media in educational settings. The program involved training sessions, interactive discussions, simulations, and hands-on media production, employing an assets-based community development (ABCD) approach. The results show a significant improvement in the teachers^ knowledge and skills in creating contextual and creative environmental learning content. Beyond improving teaching effectiveness, the media production efforts also contribute to strengthening ABS^s image as a progressive Islamic educational institution committed to sustainability through the integration of Islamic values and digital technology. Keywords: digital communication- green pesantren- learning media- educational branding- sustainability Share Link | Plain Format | Corresponding Author (Mohamad Subur Drajat)

177	New Media: Impacts, Benefits, and Barriers	ABS-36
Using Media Monitoring to Identify Strategic Public Issues Tresna Wiwitan, Sophia Novita, Izni Nur Indrawati Maulani, Nabilla Putri Defiani Kurnia, Khalifia Rahma Nidya Please Just Try to Submit This Sample Abstract You Can Edit It Again Later Abstract This study examines and analyzes the use of media monitoring in Bandung City Government Public Relations to identify issue strategies. In the era of media convergence and the complexity of public communication, it is important for government agencies to unite public opinion and manage reputation. Media monitoring is one of the important tools in Public Relations activities, because it allows institutions to unite and analyze information circulating about institutions in the media. Bandung City Government Public Relations uses media monitoring as part of the government^s communication and information management strategy to understand public opinion, manage strategic issues, and support the implementation of sustainable development policies and programs. The method used in this study is a qualitative method with a case study approach. Data collection techniques used are in-depth interviews and observations. The results of the study indicate that media monitoring is important in detecting potential crises, analyzing public sentiment, and developing responsive communication strategies based on data analysis. Media monitoring not only strengthens government transparency and accountability, but also increases permission for the community. This study is expected to provide recommendations for the development of a more comprehensive media monitoring model for government agencies, so that they can adapt to the dynamics of public opinion and improve public communication with the community. Keywords: Public Communication, Media Monitoring, Public Sentiment, Communication Strategy Share Link | Plain Format | Corresponding Author (Tresna Wiwitan)

178	New Media: Impacts, Benefits, and Barriers	ABS-39
Cyber Activist Cohesion through ^Add Yours^ Feature in #AllEyesonRafah Content Ferra Martian, Nabilla Anasty Fahzaria, Safina Arina Faza, Nazwaluna Camisha Zakaria Universitas Islam Bandung Abstract The media plays an important role as a vessel to represent what the public thinks. The circulation of various information about the Palestinian genocide was also followed by a lot of social support that was echoed to support the Palestinian people, especially the Rafah area in the Add Yours post ^All Eyes on Rafah^. The massive cyber activist movement has occurred since October 7, 2023, when Israel again intensified its attacks on Palestine, especially the Rafah area. Cohesiveness is an important aspect in a group because it functions as a unifying tool that helps create an effective group. The polarization of content on Instagram is in contrast. Since November 2023, there have been more than 1,050 cases of deletion and suppression of content on Instagram and Facebook uploaded by Palestinians and their supporters. This algorithm opens a protest through the Add Yours feature which is shared on the Instagram Story page. The research method used is qualitative with a constructivist paradigm Cyberphenomenology approach. The data collection technique was through interviews with 22 people as representatives of cyber activists in Indonesia. The results of the study show the development of cyber activist cohesiveness through the Add Yours feature in ^breaking down^ the dominant power algorithm with a background of similar thoughts, feelings, and rules. The findings are examined through the Muted Group Theory of how cohesiveness is formed to fight dominant groups in suppressing (counter attack) or silencing ideas, opinions, and discourses from marginalized groups. Keywords: Cohesiveness, Cyber Activist, Fitur Add Yours, Instagram Share Link | Plain Format | Corresponding Author (Ferra Martian)

179	New Media: Impacts, Benefits, and Barriers	ABS-57
Utilization of Communication Technology in Collaboration in Developing Bandung Smart City between Bandung City Government and Stakeholders Izni Nur Indrawati Maulani, Alexandria Cempaka Harum, Aldin Aldama, Muhammad Raihan Abudzar Al-Ghifari, Firli Nurhayati Universitas Islam Bandung Abstract Smart city is a concept of developing a city or urban environment that is carried out to overcome the increasingly complex problems of urban life. Bandung, as one of the major cities in Indonesia, has started to implement the smart city concept since the implementation of the smart city policy in the 2015 Indonesia Smart City Index (IKCI) program. Various innovations have been made in Bandung as a form of response to the challenges of the development of today^s digitized cities. The success of Bandung City for its achievement as a smart city cannot be separated from the role of stakeholders who support the various innovations that have been made. The purpose of this research is to identify the utilization of communication technology that strengthens collaboration between the Bandung City Government and stakeholders in the development of Bandung Smart City. The method used in this research is a qualitative method with a case study approach. The research data collection used in-depth interviews and observation. The results showed that the current communication technology is utilized to strengthen the collaboration communication that has been established by the Bandung City Government. Utilization of communication media in the form of Social Media, Online Media (WhatsApp) and Website is used to realize collaboration and integration of various Bandung Smart City products. Another utilization is for the integration of the utilization of the Bandung City Government program with the Bandung Smart City program. Keywords: Smart City, Internet of Things, Komunikasi Kolaborasi Share Link | Plain Format | Corresponding Author (Izni Nur Indrawati Maulani)

180	New Media: Impacts, Benefits, and Barriers	ABS-78
Implicit Measurement Approaches in the Study of Addictive Behaviors Fanni Putri Diantina, Endah Nawangsih, Rizka Hadian Permana, Yasya Citra Shafana, Zalfa Ginnadhia Fauziah Faculty Of Psychology Universitas Islam Bandung Abstract Conventional assessments of addictive behaviors have predominantly relied on self-report instruments, which, despite their practicality and ease of administration, are vulnerable to several methodological biases. These include social desirability effects, limited self-awareness of one^s own behaviors, and intentional misreporting-factors that can significantly distort the accuracy of findings. In light of these limitations, implicit measures such as the Implicit Association Test (IAT), Stroop Task, and Go/NoGo Task have garnered increasing scholarly attention for their ability to tap into automatic, unconscious cognitive processes that shape addictive behaviors. These tasks bypass conscious control, thereby offering unique insights into the attentional biases, inhibitory control deficits, and associative learning mechanisms implicated in addictions, including Internet Gaming Disorder (IGD). Empirical evidence suggests that implicit measures can predict addiction-related outcome such as craving intensity, relapse likelihood, and treatment responsiveness- often independently of, or in conjunction with, self-reported data. This independence is particularly valuable, as it reveals aspects of addictive behavior that individuals may be unwilling or unable to disclose. However, concerns remain about the psychometric robustness of these tools, including issues of test-retest reliability, ecological validity, and their translation into practical clinical protocols. This review emphasizes the value of integrating implicit assessments with explicit self-reports to produce a more nuanced, multidimensional diagnostic framework. Such an approach could enhance both theoretical understanding and therapeutic targeting of addictive behaviors. Future research should prioritize refining these instruments, validating them across diverse populations, and developing protocols for their seamless incorporation into existing diagnostic and intervention models. Keywords: implicit measure, cognitive process, internet gaming disorder Share Link | Plain Format | Corresponding Author (Fanni Putri Diantina)

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