Universitas Gadjah Mada
Faculty of Economics and Business

Syafika Dhea Taqiya Ramadhani (23) has proven that failure is not the end of a journey. After twice failing to get into UGM's undergraduate program, she now graduates as the top student in the Master of Science in Management program at the Faculty of Economics and Business (FEB) UGM at the recent postgraduate graduation ceremony on Wednesday (October 24, 2024). Syafika earned her master's degree with cum laude honors, achieving a GPA of 3.88 in 2 years and 20 days. This achievement is a testament to her determination to pursue higher education with optimal results at the prestigious UGM campus.

Syafika's journey to FEB UGM was a challenging one. Initially, she wanted to study in FEB UGM's undergraduate program. However, her dream was postponed after being rejected twice through the SNMPTN and SBMPTN admission channels. She then decided to continue her studies at UPN Yogyakarta. However, her desire to study at FEB UGM remained. After graduating with a Bachelor's degree and a high GPA of 3.92, Syafika tried her luck again and was accepted into the MSc in Management program at FEB UGM. She completed her thesis entitled *Cosmetic Products with Green Claims: Are they worth buying? An Analysis of Green Product Purchase Behavior in Gen Z Consumers in Indonesia* under the supervision of Bayu Aji Aritejo, Ph.D.

Moment of Doubt

Initially, Syafika admitted that her decision to pursue the Master of Science in Management was guided by her parents, who are also FEB UGM alumni. She felt unsure because of the theoretical nature of the program. However, she found the program very interesting over time, especially in research and marketing. "Through research, I can understand consumer characteristics and how to meet their needs based on scientific studies. Every detail around us can be explained through research," said the young woman from Wirobrajan, Yogyakarta.

Syafika revealed that her biggest challenge at the beginning of her studies was adapting to a new rhythm and understanding scientific articles. The MSc program is research-oriented and requires her to delve deeply into the academic literature. However, she overcame these challenges thanks to her strong determination and supportive educational environment.

Studying at FEB provided Syafika with valuable experiences. She appreciated the academic freedom that gave her many new insights. "At FEB, I explored many things I hadn't experienced in my previous studies. This academic freedom gave me many new insights," she explained.

Syafika was also trained in AI-based data analytics in the marketing concentration using Python, which allows her to run machine learning and natural language processing algorithms. Integrating AI into the curriculum prepares graduates to be innovative and effective researchers or data analysts in the digital age, able to process large and diverse data quickly and accurately. AI-based data analytics skills are in high demand in various data-driven industries, making graduates more competitive in the job market and providing them with more excellent career opportunities.

Tips for a Smooth Master's Journey

Syafika also shared some tips and tricks she used during her studies. According to her, students should maintain a positive attitude while studying and focus on subjects they enjoy. They should also never see learning as a burden but as a necessity. "Don't forget to take advantage of every opportunity that matches your passion, as FEB UGM provides many opportunities for its students," she shared.

Syafika was actively involved in various projects and campus activities during her studies. One of her most memorable experiences was serving as the 2024 AACSB Accreditation Ambassador, a significant achievement contributing to FEB UGM's AACSB and LAMEMBA accreditations. She also worked as a research assistant in the marketing research department of FEB UGM. She actively participated in various international conferences, one of which won her the 2nd Best Paper Award at the 7th ISBEST Conference 2024.

When asked about her plans after completing her master's degree, Syafika expressed her desire to become a lecturer. She plans to pursue a Ph.D. to deepen her knowledge. "I plan to continue in a Ph.D. program, hopefully soon," she concluded.

Reportage: Kurnia Ekaptiningrum 

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