Business technology has brought conventional marketing methods to the next level. These emerging integrated technologies has contributed to the growth and understanding of the consumer decision making process. Several studies have attempted to evaluate media content, especially on video advertising or TV commercials using various neuroimaging techniques such as the electroencephalography (EEG) device. Currently, the use of neuroscience in Malaysia's marketing research is very limited due to its limited adoption as an emerging technology in this field. This research uncovers the neuroscientific approach, particularly through the use of an EEG device; examining consumers' responses in terms of brain wave signals and cognition. A proposed theoretical framework on the factors affecting visual stimulus (movement, color, shape, and light) during the decision-making process by watching video advertising had been customized using two conceptual models of sensory stimulation. Ten respondents participated in the experiment to investigate the spectral changes of alpha brain wave signals detected in the occipital lobe. A 2-channel Arduinobased EEG device from Backyard Brains and Spike Recorder software was used to analyze the EEG signal through Fast Fourier Transform (FFT) method. Results obtained from the investigated population showed that there was statistically significant brain wave activity during the observation of the video advertising which demonstrated the interconnection with short-term memory through visual stimulus. Application of the neuroscience tool helped to explore consumer brain responses towards marketing stimuli with regards to the consumers' decision-making processes. This study manifests a useful tool for neuromarketing and concludes with a discussion, together with recommendations on the way forward.
<p style="text-align: justify;"><em>T</em><em>radisi pesantren adalah segala sesuatu yang dibiasakan, dipahami, dihayati, dan dipratikkan di pesantren. Yaitu berupa nilai-nilai dan implementasinya dalam kehidupan sehari-hari, sehingga membentuk kebudayaan dan peradaban yang membedakannya dengan lembaga pendidikan lainnya. Oleh karenanya perlu dilihat dan didiskusikan beberapa alternatif solusi yang sekiranya dapat membantu pesantren bergerak maju meski tanpa harus menanggalkan tradisi khas yang bernilai luhur. Penelitian ini merupakan penelitian kepustakaan (library research) atau kajian</em><em> </em><em>literatur (literature review), yaitu serangkaian penelitian dimana objek penelitiannya</em><em> </em><em>dianalisis dengan menggunakan berbagai informasi keputakaan seperti buku dan jurnal</em><em> </em><em>ilmiah. Berdasarkan sudut pandang manajemen, pendidikan pesantren dapat digerakmajukan dengan langkah memperbaiki dan meningkatkan ku</em><em>al</em><em>itas sumber daya manusia pesantren, terutama pimpinan dimana laju pesantren banyak bergantung padanya. Kemudian secara bersamaan, upaya pembenahan juga dilakukan secara terstruktur dan sitematis dalam penyusunan kurikulum pendidikan dan pengadaan sarana prasarana fisik yang memadai, serta memfokuskan pada perbaikan sistem perencanaan, pengelolaan, dan pelaksanaan pendidikannya.</em></p>
<p style="text-align: justify;">This study focused on the development of teaching aids for the topic of Isometric Transformations for Form 2 students in Malaysia. The first objective was to determine the usability of teaching aids in the isometric transformations kit integrates game-based learning (GBL) Method (KitTI Method) and the second objective was to examine the effectiveness of using the KitTI Method on students’ achievement and motivation. This study was directed by the Design and Development Research (DDR) model with survey and quasi-experimental designs. The sample selection was conducted by cluster sampling involving Form 2 students from schools in the district of Muallim and Batang Padang in the state of Perak. The instruments used were KitTI Method Teaching Aids Usability Questionnaire (KMTAUQ), Isometric Transformations Topic Achievement Test (ITTAT), and KitTI Method Motivation Questionnaire (KMMQ). The findings showed that the mean score of KitTI Method‘s usability was high, the treatment group obtained significantly higher improvement in achievement compared to the control group while the mean scores of pre-test achievement as a covariate and students’ motivation in learning Isometric Transformations were high. Therefore, the KitTI Method is suitable to be implemented as a guide for mathematics teachers in designing dynamic teaching and learning and is able to improve students’ achievement and motivation.</p>
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