Enrichment: Journal of Multidisciplinary Research and Development

Strategy to Enhance Competitive Advantage Through Culture Analysis and Customer Behaviors on the Iron Clan Jewelry Brand

2025-11-03T12:02:56+00:00

This research aims to analyze strategies to increase competitive advantage through cultural analysis and customer behavior in the Iron Clan Jewelry brand. The jewelry industry in Indonesia showed significant growth, with an export value of USD 547.5 million in December 2023. However, jewelry companies face challenges in understanding increasingly complex and dynamic consumer preferences. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze the relationship between variables. Data were collected through a survey of 384 respondents who are consumers or potential consumers of Iron Clan Jewelry in the Greater Bandung area. The research results indicate that cultural analysis and customer behavior significantly influence competitive advantage, with product innovation serving as a key mediator in this relationship. Furthermore, regulation moderates these dynamics, shaping the extent to which cultural insights and consumer feedback can be effectively translated into market advantages. The findings suggest that a deep understanding of cultural values and consumer behavior patterns enables companies to design more relevant and differentiated products, thereby strengthening their competitive position. This study provides strategic recommendations for jewelry brands to leverage cultural insights and adaptive innovation processes while aligning with regulatory frameworks to achieve sustainable growth in a competitive market.

The Effect of Workload, Work-Life Balance, and Burnout on Job Satisfaction with the Mediation of Digital Transformation Readiness Among Generation Z Employees in the Mining Sector in Jakarta

2026-03-05T04:03:45+00:00

This study aims to examine the effect of workload, work-life balance, and burnout on job satisfaction, with digital transformation readiness as a mediating variable, among Generation Z employees in the mining sector in Jakarta. This research employs a quantitative approach using the SEM-PLS method via SmartPLS, with data collected from 155 respondents using a Likert-scale questionnaire. The results indicate that digital transformation readiness has the strongest and most significant positive effect on job satisfaction. Workload, work-life balance, and burnout do not directly influence job satisfaction. However, digital transformation readiness significantly mediates the relationship between work-life balance and burnout and job satisfaction, while it does not mediate the relationship between workload and job satisfaction. These findings highlight the strategic role of digital transformation readiness in enhancing job satisfaction among Generation Z employees. Practically, the results provide insights for mining companies in strengthening digital capabilities, supporting employee adaptability to technological change, and sustaining work-life balance policies. Nevertheless, this study is limited to Generation Z employees in the mining sector in Jakarta. Future research is recommended to examine similar variables among site-based mining employees in order to obtain a more comprehensive understanding of employee work behaviour.

Angon Rasa in the Perspective of Javanese Culture and Surakarta-Style Karawitan ART

2026-03-05T04:05:24+00:00

Angon rasa is Javanese culture related to the Karawitan Surakarta style. This study uses a qualitative method by analyzing using literature studies, interview, and conducting field obervations. The method by an analysis usng the concept of garap by Rahayu Supanggah, and concept of rasa by Setiawan Edi Wibowo. The result of study revealed that angon rasa is one of the Javanese culture in the form of management attitudes which are then applied in karawitan. There are several karawitan musical performances in the form of determining the laras and pathet; bawa, andhegan sinden with thinthingan gendèr; and tabuhan gong as a musical accent. Angon rasa will eventually become a musical function that is always needed for its existence in the Surakarta style karawitan and in daily life. This thesis have many value about management attitudes can applicated in daily life and musical show.Among this value are ngerti ing semu tanggap ing sasmita, sambung rapet, and gambuhing rasa.

The Role of Brand Image in Mediating the Influence of Celebrity Endorsement and e-WOM on Purchase Intention of Skintific Skincare Products

2026-03-05T03:42:33+00:00

This study aims to analyse the role of brand image in mediating the influence of celebrity endorsement and e-WOM on purchase intention for Skintific skincare products on the Shopee platform. Specifically, the study examines the use of Mahalini as a celebrity endorser who actively promotes Skintific, as well as how consumers who have been exposed to these promotions and have read online reviews form brand perceptions prior to making a purchase decision. This study employs the Stimulus–Organism–Response (SOR) theoretical framework, in which celebrity endorsement and e-WOM function as the stimulus, brand image as the internal psychological state (organism), and purchase intention as the response. A quantitative approach is adopted, with data analysed using Structural Equation Modelling (SEM) based on Partial Least Squares (PLS). Data were collected through an online questionnaire administered to 275 Shopee users domiciled in DKI Jakarta who had purchased Skintific products, been exposed to promotions by Mahalini, and read consumer reviews. Data analysis was conducted using SmartPLS 3 to test both the measurement model and the structural model. The results indicate that celebrity endorsement by Mahalini and e-WOM each have a positive and significant effect on both brand image and purchase intention. Furthermore, brand image is confirmed to significantly mediate the relationship between celebrity endorsement and e-WOM and purchase intention.

Comparative Analysis of Factory Parts Supplier Performance Using the Vendor Performance Rating and Analytic Hierarchy Process Methods (Case Study of PT Pupuk Iskandar Muda)

2026-03-11T07:58:14+00:00

The availability of spare parts is the main factor that must be considered in the maintenance process so that maintenance can be carried out as planned. The availability of spare parts really depends on the procurement process which involves many parties including suppliers who are an important part of supply chain management in a company. Supplier assessment or evaluation in several previous studies was studied using several methods, including the Vendor Performance Rating ("VPR") method which is part of the SAP application and also the Analytic Hierarchy Process ("AHP") method. The aim of this research is to determine the weight of performance priorities in determining suppliers for factory spare parts procurement using the VPR and AHP methods. The objects of this research are factory spare parts suppliers registered with PT Pupuk Iskandar Muda, namely CV A, CV B, CV C, CV D and CV E. Based on the results of the analysis using the VPR method, it is CV A got the highest average score of 89.05 (weight percentage 23%), and the lowest was CV C with an average value of 78.17 (weight percentage 16%). The results using the AHP method are the highest as well as CV A 30% with a weight value of 0.3047, and the lowest is also CV C 9% with a weight value of 0.0822. Judging from these two methods, suppliers who perform well and poorly are the same.

Reconceptualizing Islamic Producer Behavior: Integrating Economic Rationality, Social Solidarity, and Spiritual Ethics in Micro-Enterprise Pricing

2026-03-16T02:56:25+00:00

This study examines the pricing strategies of micro-enterprises from the perspective of Islamic producers. A Systematic Literature Review (SLR) was conducted using the PRISMA framework. Initially, 348 articles were identified. Following a rigorous filtering process, 28 articles were selected for final review. The results indicate that the behavior of Islamic producers is influenced by a combination of factors, including economic rationality, moral pricing guidelines, social responsibility, and spiritual values. While most business owners calculate prices based on economic considerations, Islamic principles mandate pricing based on transparency and fairness, prohibiting practices that harm consumers. Applying Islamic principles in business is conceptualized not only as a means of earning income but also as an act of worship, drawing closer to God through trade. However, in practice, this implementation is hampered by market forces and the low managerial skills of micro-entrepreneurs. This underscores the need for greater awareness to apply Islamic principles in trade, particularly in setting fair and transparent prices.

Relationship Between Parents' Educational Level and Family Emotional Support on Students' Interest in Learning Inpres 01 Paniki Bawah Elementary School

2026-03-16T02:59:38+00:00

This study aims to determine the relationship between parental education level and family emotional support on students' learning interest at SD Inpres 01 Paniki Tengah. Interest in learning is one of the important factors that affect the success of students in the learning process. The family environment, particularly the level of parental education and the emotional support provided to the child, is thought to play a significant role in shaping students' interest in learning. This study uses a quantitative approach with a correlational method. The population in this study consists of all students at SD Inpres 01 Paniki Tengah, with sampling techniques selected according to the research needs. Data collection is carried out through questionnaires and documentation. The data obtained is then analyzed using statistical correlation analysis to determine the relationship between the research variables. The results of the study are expected to provide an overview of the relationship between parents' education level, family emotional support, and students' learning interest. The findings are expected to be considered by schools, teachers, and parents in enhancing students' interest in learning through optimal family support.

Legal Protection for Electricity Business Operators in Electricity Management to Achieve Business Fairness in Indonesia

2026-03-05T03:38:24+00:00

Private sector involvement in electricity management in Indonesia faces significant legal hurdles following Constitutional Court decisions limiting the private sector's role. This research analyzes three main issues: first, the regulation of legal protection for business actors in electricity management; second, the implementation of legal protection for electricity business actors to realize business fairness; and third, the conceptual framework for legal protection embodying fairness in electricity business. This research employed normative juridical methodology using a descriptive analytical approach. Primary and secondary legal materials were examined through systematic interpretation of legislation, particularly Law No. 30/2009 on Electricity, Constitutional Court Decision No. 111/PUU-XIII/2015, and related implementing regulations. Qualitative juridical argumentation was applied without quantitative measurements. Three main findings emerge. First, legal protection provisions for business actors in electricity management lack clear and decisive regulation, as evidenced by legislation failing to position private business actors as primary subjects in electricity management. Second, the implementation of legal protection for electricity business actors in realizing business fairness remains inadequately accommodated within the current legal framework, where PLN maintains dominance. Third, the conceptual framework for legal protection embodying business fairness can be achieved through public-private partnership (PPP) implementation, requiring synchronization and harmonization of electricity regulations to position electricity businesses involving private participation as integral rather than merely supportive domains. Strengthening legal protection through regulatory reform and PPP frameworks is essential for achieving business fairness while maintaining constitutional principles of state control.

Employee Advocacy in The Digital Era: The Roles of Employer Branding and EVP in Indonesia

2026-03-05T03:39:29+00:00

This study examined whether employer branding (EB) and employee value proposition (EVP) increase employee advocacy (EA) among teaching and non-teaching staff in an Indonesian education network, and whether digital literacy (DL) strengthens these relationships in a work context where communication and advocacy are increasingly mediated by digital platforms. A cross-sectional survey was administered to 320 employees and analyzed using PLS-SEM with SmartPLS 4.1.1.6, including measurement model evaluation (reliability and validity) and structural model testing with interaction terms to assess moderation effects. EB and EVP showed positive and significant effects on EA, indicating that a compelling employer image and a strong employment value offering are associated with stronger employee willingness to advocate for the organization. In contrast, DL did not significantly moderate the EB–EA and EVP–EA relationships, suggesting that advocacy in this setting is shaped more by motivational and relational factors than by employees’ perceived digital capability. The study extends the employee advocacy literature by empirically positioning EA as an outward-facing behavioral outcome of EB and EVP in an emerging-economy education context, while also providing evidence that digital literacy despite high levels among respondents may not function as a meaningful boundary condition for these relationships.

The Process of Zeroization of the Indonesian Language in Makassar Language Speakers at SMAS IT Nurul Asafa Takalar

2026-03-05T03:41:29+00:00

This study aims to describe the process of zeroization in the use of Indonesian by Makassar language speakers at SMAS IT Nurul Asafa Takalar. Zeroization is a phonological process involving the deletion of phonemic sounds for ease of articulation, which often occurs due to regional language interference with Indonesian. This study uses a descriptive qualitative approach, with data collection techniques comprising listening, recording, and note-taking of students' speech during learning activities. The results show that zeroization carried out by Makassar language speakers is divided into three forms, namely aphaeresis (loss of sound at the beginning of a word), apocope (loss of sound at the end of a word), and syncope (loss of sound in the middle of a word). For example, the word tetapi ('but') is pronounced as tapi (aphaeresis), presiden ('president') becomes presiden' (apocope), and bagaimana ('how') becomes gimana (syncope). This phenomenon reflects the strong influence of regional languages and informal language habits on students' Indonesian phonology. This research contributes to the understanding of phonological processes in a bilingual context and their implications for Indonesian language learning in schools.

Development of Indonesian Language Learning Module Based on the Think Talk Write Model Assisted by Digital Media on Procedural Text Materials

2026-03-16T02:57:37+00:00

This study aims to analyze the transformation of the writing process in producing complex procedural texts through the implementation of the Think Talk Write (TTW) model assisted by digital media among eleventh-grade students. The research employed a qualitative approach with a case study design to explore in depth the cognitive, social, and pedagogical dynamics occurring during the learning process. The participants consisted of one Indonesian language teacher and 50 eleventh grade students at UPTD SMPN 17 Marusu. Data were collected through participatory observation conducted over four instructional meetings, semi-structured interviews with the teacher and ten selected students, and document analysis of students’ writing before and after the implementation of the TTW model. Data were analyzed interactively through data reduction, data display, and conclusion drawing, while credibility was ensured through technique triangulation, source triangulation, and member checking. The findings indicate that the implementation of TTW assisted by digital media transformed writing instruction from a product-oriented approach into a process oriented one. The think stage functioned as an initial cognitive structuring phase to organize ideas, the talk stage facilitated social construction of meaning through collaborative discussion, and the write stage served as a consolidation process resulting in more coherent and systematically structured texts. Digital media acted as pedagogical scaffolding that supported text visualization, clarified procedural components, and strengthened textual coherence. These findings highlight that integrating TTW with digital media effectively enhances productive literacy through a process based pedagogical design.

The Legitimacy of Fractions in the People's Representative Council: Constitutional Criticism and Reconstruction of the Representative System from the Perspective of People's Sovereignty

2026-03-10T09:31:56+00:00

The existence of factions in the House of Representatives is an important element in the institutional practice of parliament in Indonesia. Factions function as a means of political coordination for members of the House of Representatives who come from the same political party in carrying out legislative, oversight, and budgeting functions. This study aims to analyze the position of factions in the Indonesian constitutional system and assess the institutional legitimacy of factions from the perspective of the principle of people’s sovereignty. This research uses a normative legal research method with legislative, conceptual, and comparative approaches. The results of the study show that factions are not explicitly regulated in the 1945 Constitution of the Republic of Indonesia but constitute an institutional construction established through laws and regulations governing the organization of the House of Representatives. The dominance of factions in parliamentary institutional practice has the potential to shift the representative function of the House of Representatives from representation of the people to representation of political parties. Therefore, it is necessary to reconstruct the position of factions in the Indonesian constitutional system to ensure a balance between the role of political parties and the principle of people’s sovereignty. From a more progressive perspective, this research also opens discursive space regarding the possibility of a parliamentary model that provides greater room for the independence of legislative members, including the idea of a parliament without factions as a conceptual alternative within a representative democratic system.

The Effect of Renderforest Application-Based Learning Media and Teacher Creativity on Student Learning Motivation at St. John Catholic Elementary School 1 Tomohon

2026-03-16T02:56:39+00:00

This study aims to analyze the impact of Renderforest-based learning media and teacher creativity on student learning motivation at SD Katolik I St. Yohanes Tomohon. Motivated by the observed lack of student motivation, evidenced by low participation, initiative, and perseverance in completing tasks, this research explores how digital media and teacher creativity can enhance learning motivation. Using a quantitative approach with simple regression and multiple regression analysis, the study finds that Renderforest-based learning media has a strong positive influence on students' learning motivation, contributing 99.4%. This shows that Renderforest significantly enhances student interest, attention, participation, and enthusiasm during learning. Additionally, teacher creativity also proves to have a significant impact, contributing 97.2% to motivation. Teachers’ ability to design innovative lessons, effectively use media, create a positive learning environment, and adapt to students’ needs is crucial in boosting motivation. Furthermore, the combination of Renderforest media and teacher creativity together accounts for 99.4% of the variance in students’ motivation, indicating a significant contribution. The findings suggest that integrating innovative learning technology with teacher creativity is an effective strategy to enhance motivation in the digital era. This research emphasizes that both Renderforest-based learning media and teacher creativity are essential factors in increasing learning motivation at SD Katolik I St. Yohanes Tomohon.

The Influence of Casual Mobile Games and Play-to-Earn Games on User Attraction Mediated by the TapTap Application on Android OS and iOS Platforms

2026-03-16T02:59:02+00:00

This study analyzes the influence of mobile game types—especially casual and play-to-earn games—on user attractiveness, considering the mediating role of the TapTap application on Android and iOS platforms. A contradictory phenomenon in the mobile gaming industry, where casual games generate high interest and engagement while potentially financially rewarding play-to-earn games tend to attract lower user interest, serves as the background for this study. Marketplaces are used as mediation variables to represent the quality of user experience, including user experience, accessibility, engagement, ease of navigation, and cross-platform application stability. The research employed a quantitative approach with a survey of the gamer community in the Greater Jakarta area through the Indie Game Studio organization, analyzed using descriptive methods and t-statistic-based mediation analysis. The results are expected to make theoretical contributions to the study of consumer behavior and digital business, as well as provide practical implications for developers in designing inclusive mobile games oriented toward user experience. The study has limitations in terms of regional scope and the types of games examined. The research findings provide theoretical implications by highlighting the importance of inclusive user experience and accessibility for gamers with disabilities. From a practical perspective, the results can assist game developers and platform providers in designing marketing strategies and app quality that enhance user engagement.

Integrating Wordwall Gamification Into Literacy Learning: Teacher and Student Perspectives

2026-03-11T07:56:01+00:00

The background of this research stems from the need to present literacy learning that is more interactive, engaging, and oriented toward students’ active involvement. This study aims to analyze the integration of gamification through the use of the Wordwall application in literacy learning, as viewed from the perspectives of teachers and students. The research method employs a descriptive qualitative approach, involving teachers and secondary school students as the primary participants. Data were collected through in-depth interviews, observations, and documentation of learning activities using Wordwall as a learning medium. The results of the study show that the use of Wordwall-based gamification is able to increase learning motivation, student participation, and understanding of literacy materials. Teachers consider Wordwall to be a flexible, user-friendly, and effective medium for creating a collaborative learning environment. Meanwhile, students reported that game elements such as points, challenges, and rankings increase interest and foster healthy competition in the classroom. However, several obstacles were also identified, such as limited internet connectivity and the varying levels of digital literacy among some teachers. This research confirms that the integration of Wordwall into literacy learning functions not only as a technological innovation but also as a pedagogical strategy that supports active, contextual, and student-centered learning. These findings are expected to serve as a foundation for developing gamification-based learning models that are relevant to the demands of the digital era in schools.

The Effect of Trustworthiness on Purchase Intention Mediated by Attitude Towards Food Creators and Attitude Towards Online Food Creator Reviews among TikTok Users in Jakarta

2026-03-05T03:40:29+00:00

The development of social media, especially TikTok, has made food creators an influential source of culinary information in shaping people's consumption preferences and decisions. This study aims to analyze the influence of source trustworthiness, attitude towards food creators, and attitude towards online food creator reviews on purchase intention among TikTok users in Jakarta who have watched content from the @onebitebigbite account. The study used a quantitative approach with a survey method through an online questionnaire administered to 250 respondents selected using the purposive sampling technique. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of the study show that source trustworthiness has a positive and significant effect on attitude towards food creators, attitude towards online food creator reviews, and purchase intention. In addition, attitude towards food creators and attitude towards online food creator reviews also have a positive and significant effect on purchase intention. These findings indicate that trust in food creators and positive attitudes towards creators and reviews posted online are important factors influencing consumer purchase intention for food products recommended through TikTok.

Administration of Different Doses of Basil Leaf Extract (Ocimum Sp.) as a Preventive Measure Against Disease in the Survival of 7-Day-Old Pearl Catfish (Clarias Gariepinus) Seeds

2026-03-09T04:04:54+00:00

This study aims to determine the ability of basil leaf extract as a disease prevention measure in pearl catfish seeds aged 7 days. The research was conducted using experimental methods. The experimental design used was a Completely Randomized Design (CRD) with one factor, namely the difference in the dose of basil leaf extract, which consisted of six treatments with four replicates. The treatment tested was the difference in the dosage of basil leaf extract, namely treatment A (0 mL), B (20 mL), C (30 mL), D (40 mL), E (50 mL), and F (60 mL), in 3 L of rearing water. The data were analyzed using ANOVA. The test animals used were pearl catfish (Clarias gariepinus) aged 7 days that were indicated to be sick. The results of the study showed that the administration of basil leaf extract had a significant effect as a disease prevention measure on the survival of pearl catfish seeds aged 7 days, with the highest survival rate reaching 82.5%. The optimal dose of basil leaf extract as a disease prevention measure was the administration of 30 mL/3 L of basil leaf extract (Treatment C). Water quality data were still supportive of the growth of catfish seeds, with pH values ranging from 6.08–7.08, dissolved oxygen ranging from 3.07–4.00 mg/L, and a temperature of around 27.7 °C, which is still within the water quality standard for fish rearing, except for ammonia levels ranging from 0.13–0.44 mg/L, which exceed the optimum water quality standard.

Understanding Purchase Intention in Online Skincare Markets: The Mediating Role of Electronic Word of Mouth in the Relationship Between Perceived Price and Celebrity Endorsement

2026-03-11T07:57:23+00:00

This study aims to analyze the influence of perceived price and celebrity endorsement on purchase intention toward Skintific skincare products on the Shopee platform, as well as to examine the mediating role of electronic word of mouth (e-WOM) in this relationship. This research employed a quantitative approach with an explanatory research design. Data were collected through an online questionnaire distributed to 272 consumers in Jakarta using a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (PLS-SEM) with SmartPLS software to test direct and indirect relationships among variables. The results show that perceived price and celebrity endorsement have positive and significant effects on both e-WOM and purchase intention. E-WOM also has a positive and significant effect on purchase intention and acts as a mediating variable that strengthens the influence of perceived price and celebrity endorsement on purchase intention. The mediating effect of e-WOM is found to be stronger in the relationship between perceived price and purchase intention, highlighting the importance of digital consumer communication in online purchasing decisions. This study focuses on consumers in Jakarta and examines only one skincare brand and a single e-commerce platform, which may limit the broader applicability of the findings. Moreover, the data are based on respondents’ perceptions at one point in time, so the results may not fully capture changes in consumer behavior over time.

The Effect of Informativeness, Entertainment, and Irritation on the Intention to Return to Tokopedia, Mediated by Attitude Toward the Tokopedia Mobile Application

2026-03-11T07:59:03+00:00

This research aims to examine the effects of informativeness, entertainment, and irritation on users’ intention to return to Tokopedia, mediated by attitude toward the mobile application. In addition, this study compares the Technology Acceptance Model (TAM) and the Ducoffe Model in explaining attitude formation toward marketplace applications. TAM posits that attitude is formed after users gain experience through perceived usefulness and perceived ease of use, whereas the Ducoffe Model suggests that attitude can be shaped prior to usage experience through informativeness, entertainment, and irritation. The study employs Structural Equation Modeling–Partial Least Squares (SEM-PLS), using SmartPLS 4.0 as the analytical tool. Data were collected through questionnaires distributed directly to respondents using purposive sampling. The respondents were working individuals who made independent purchase decisions, used smartphones, had downloaded the Tokopedia mobile application, and had previously compared prices in conventional stores before shopping on Tokopedia. The results indicate that informativeness, entertainment, and irritation have significant effects on attitude toward the mobile application, which subsequently influences users’ intention to return. These findings support the applicability of the Ducoffe Model in the context of digital marketplace applications.

The Influence of Kinemaster Application-Based Learning Media and Learning Environment on Student Learning Motivation at SD Katolik 1 Santo Yohanes Tomohon

2026-03-16T02:58:13+00:00

This study aims to analyze the influence of KineMaster application-based learning media and the learning environment on student learning motivation at SD Katolik 1 Santohanes Tomohon. The development of digital technology encourages the use of innovative and interactive learning media to improve the quality of the teaching and learning process. The KineMaster application allows teachers to present material in an attractive audio-visual form, which can increase students' attention and interest. In addition, a conducive learning environment, both at school and at home, plays a role in shaping students' enthusiasm and motivation to learn. This study uses a quantitative approach with a survey method. Data collection was carried out through the distribution of questionnaires to students as respondents. The data was analyzed using regression tests to determine the influence of each variable, both partially and simultaneously. The results of the study show that KineMaster application-based learning media has a positive and significant effect on students' learning motivation. The learning environment also has a positive and significant effect on learning motivation. Simultaneously, these two variables have a significant influence on increasing student learning motivation. Thus, the use of KineMaster application-based learning media, supported by a conducive learning environment, can be an effective strategy in increasing student learning motivation.

Strategy and Redefinition of Ambient Media Advertising in the Digital Age: Theoretical Review with Conceptual Contributions

2026-03-16T03:00:17+00:00

Ambient media advertising has evolved significantly from its traditional, physically focused origins, yet a comprehensive theoretical framework that integrates digital capabilities remains absent. This article addresses this gap by examining the evolution of ambient media advertising, synthesizing classical theory with digital advertising principles to propose a new conceptual framework. Through a theoretical synthesis approach, this study redefines ambient media advertising in the digital age as a marketing communication strategy that synergistically leverages physical and digital spaces to create unexpected, personalized, interactive, and contextual advertising experiences, powered by data- and sensor technology. The proposed Digital Integrated Ambient Media (DIAM) model comprises five key elements: Contextual Immersion, Personal Relevance, Interactivity, Surprise Effects, and a Data-Driven Feedback Cycle. The findings offer a robust theoretical foundation for future empirical research and provide practical guidance for designing integrated, experience-based advertising campaigns. The key implications of this study are the expansion of ambient media's conceptual boundaries and the provision of a testable framework for hybrid advertising strategies in contemporary marketing.