Soshum: Jurnal Sosial dan Humaniora

Boosting Residential Property Sales with Integrated Marketing Communication Strategies

Harys Kristanto — 2025-11-30

The rapid urbanisation and population growth occurring in Indonesia have transformed housing patterns, particularly in suburban regions such as Bekasi Regency. As a satellite city near Jakarta, Bekasi presents a unique setting where accessibility, infrastructure expansion, and economic growth converge to shape residential demand. This study explores how Integrated Marketing Communication (IMC) strategies are experienced and interpreted by developers, marketers, and homebuyers in influencing interest toward residential properties. Using a qualitative approach, data were obtained through in-depth interviews and focus group discussions, and were then analysed thematically with NVivo software. Participants described the growing role of artificial intelligence (AI) and big data analytics in everyday marketing practice—particularly in identifying consumer behaviour patterns, refining message personalisation, and improving digital responsiveness. The narratives also revealed that macroeconomic and policy contexts, such as shifting interest rates, government housing incentives, and credit accessibility, deeply affect how consumers perceive value and trust in property brands. The findings highlight that IMC functions as a relational and interpretive process, enabling trust, emotional resonance, and message coherence across platforms. This study offers contextual insights into how marketing communication, technology adoption, and economic forces intertwine in shaping the lived experiences of Indonesia’s suburban property market.

Social Media Monetisation: Ethical Challenges and the Role of Media Literacy in the Digital Era

Suardi — 2025-11-30

The proliferation of social media platforms has created substantial opportunities for digital content monetisation, fundamentally transforming the digital economy. However, this growth is accompanied by complex ethical challenges, including concerns over content authenticity, user privacy, and adverse psychological and social impacts. This study investigates these ethical dilemmas and evaluates the role of media literacy in fostering responsible digital content management. Employing a qualitative methodology, the research integrates content analysis of diverse social media platforms with in-depth interviews involving active users and media literacy experts. The findings indicate that monetisation practices frequently compromise content integrity and user well-being, underscoring the urgent need for enhanced media literacy. The study concludes that a collaborative approach—engaging platforms, users, and educational institutions—is essential to strengthen media literacy and promote ethical engagement in the digital era.

Optimising Child-Friendly Districts: Overcoming Challenges in West Aceh Regency

Fitriah Hildhah — 2025-11-30

This study evaluates the role of the Women's Empowerment, Child Protection, and Family Planning Service in implementing the Child-Friendly Areas concept in West Aceh Regency, as mandated by the West Aceh Regent Regulation Number 40 of 2018. Using a descriptive qualitative method, data were collected through observations, interviews, and documentation with six informants. Findings indicate that while the policy aspect has been implemented optimally, the strategy and communication roles have not been effective. Key obstacles include insufficient human resources, facilities, budget, and inter-organizational communication. Additionally, public awareness of the Child-Friendly District status remains low. Despite ongoing efforts, significant improvements are needed to achieve optimal implementation.

The Shift in the Concept of Head of Family for Working Women: An Islamic and Gender Perspective in Pekanbaru

Alfiah — 2025-11-30

The role of women in the digital era has experienced a significant transformation, no longer limited to domestic responsibilities as housewives, but also extending to active participation in the professional sphere. An increasing number of women choose to pursue careers after marriage, which in some cases leads them to become the main breadwinners for their families. This phenomenon challenges the conventional view that men are the sole heads of families and opens discourse on the redefinition of family leadership. This study aims to explore the meaning of being the head of the family for working women in Pekanbaru who either act as the main financial provider or earn a higher income than their husbands. Employing a phenomenological approach, this research involved ten female informants who shared their lived experiences. Data were collected through in-depth interviews and analysed using Colaizi’s method to identify core themes. The findings reveal that there is a noticeable shift in the understanding of family headship among these women. For those who serve as the primary providers, the concept of “head of the family” is interpreted not merely as a legal or formal title, but as a functional and relational responsibility encompassing economic, emotional, and social dimensions. The meaning of leadership in the family is thus redefined through practical roles and cooperation between spouses rather than rigid gender hierarchy. This study concludes that the redefinition of family headship among working women in Pekanbaru reflects a contextual interpretation of Islamic values, where leadership in the household is viewed as a shared responsibility based on capability and contribution rather than gender alone.

Adat, Authority, and Agribusiness: The Struggle for Customary Land in Salareh Aia Agam Regency

Edi Indrizal — 2025-11-30

This article examines the intricate relationship between the expansion of oil palm plantations and the preservation of customary (adat) systems in the villages of Salareh Aia Utara and Salareh Aia Barat, Agam Regency, West Sumatra. Employing a critical ethnographic approach, the study investigates how customary land, traditionally managed by Ninik Mamak (traditional leaders), has been transferred to private companies—particularly PT AMP Plantation—through adat-based agreements and compensation mechanisms. The research highlights the emergence of internal conflicts among traditional leaders, disputes over authority and compensation, and broader tensions between indigenous communities and corporate interests. Findings reveal that the process of land transfer, while formally adhering to customary and legal procedures, often leads to contestation, fragmentation of community leadership, and persistent disputes over land rights and plasma distribution. The article highlights the intricate interplay of economic, social, and political factors that influence these dynamics, underscoring the need for companies and policymakers to acknowledge the evolving nature of customary authority and the importance of culturally sensitive engagement. Ultimately, the study contributes to a deeper understanding of how modernisation and agribusiness intersect with indigenous rights and social structures in contemporary Minangkabau society.

Impact of Physical Activity Level on Psychological Health of Postgraduate Students of Savitribai Phule Pune University

Jalmi Chinmay — 2025-11-30

The purpose of the study was to study the Impact of Physical Activity Level on the Psychological Health of the students of Savitribai Phule Pune University (SPPU). which 164 students from SPPU were selected using a Purposive sampling technique. The Descriptive Comparative method was administered to determine if there is a significant difference in Psychological Health among students of SPPU with respect to their Physical Activity Level. The Mean and S.D. of Psychological Health of Highly Active Male was 35.48(±13.896) and for Highly Active Female was 31.2 (±13.79), the Mean and S.D. of Psychological Health of Active Male was 39.75 (±18.714) and for Active Female was 31(±29.051) respectively, the Mean and S.D. of Psychological Health of Moderately Active Male was 43.77(±18.77) and for Moderately Active Female was 46.71 (±20.65) respectively, the Mean and S.D. of Psychological Health of Low Active Male was 37.77(±23.67) and for Low Active Female was 49(±17.62) respectively. The Mean and S.D. of Psychological Health of Sedentary Male were 35.44(±15.75) and for Sedentary Female were 50.81(±17.88), respectively. Statistical tools such as Descriptive statistics, one-way ANOVA and Post hoc test were used to analyse the data. The results of ANOVA showed that the F-value for females was 4.015 (p=0.005), indicating a significant difference in psychological health among females based on their physical activity level. Further, the F value in males was 0.529 (p=0.715), which shows that there was no significant difference in the psychological health of males based on physical activity level. Therefore, it can be concluded that there is a significant difference in psychological health among females, depending on their Physical activity level.

Negotiating Languages: The Sociolinguistic Dynamics of Balinese, Indonesian, and English in Penglipuran Village

Ni Luh Eka Setyawati — 2025-11-30

This study investigates multilingual practices in Penglipuran Village, Bali, focusing on how Balinese, Indonesian, and English are used in daily tourism-related interactions. Over three months, participatory observation captured natural communication between villagers and tourists. Findings reveal that Balinese is primarily used for internal communication, Indonesian for domestic tourists, and English for foreign visitors, with flexible code-switching depending on context. These results highlight the community’s linguistic adaptability and cultural awareness, emphasising the role of local tour guides as cultural mediators. The study contributes to sociolinguistics in tourism by illustrating how multilingualism supports cultural preservation and enhances sustainable tourism experiences.

Design of Tourism-Based Literature Learning

Rully Farida — 2025-11-30

This study introduces a tourism-based literature learning model to enhance students' motivation, literary appreciation, and cultural literacy in higher education. Traditional literature teaching often lacks engagement and sociocultural context. By integrating cultural and tourism experiences, this model addresses these gaps. Forty undergraduate literature students participated, with data collected through questionnaires, observations, and interviews. Results showed motivation scores increased from 3.05 to 4.25, and participation rose from 37.5% to 75%. Additionally, 82.5% of students reported stronger connections with local culture. Expert validation rated the model highly feasible with a score of 4.4. This approach effectively bridges text and culture, boosting student motivation and engagement, and strengthening cultural literacy.