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This study aims to analyze the application of digital marketing through social media at Yuk Ngopi Coffee UMKM in Medan City in facing competition in the digital era. The research method uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation studies. The results show that the use of digital platforms, particularly Instagram and TikTok, contributes significantly to increasing brand awareness, consumer engagement, and market expansion. Content strategies that emphasize visual aesthetics, interaction with consumers, and affordable prices are key factors in attracting customers. In addition, the integration of offline experiences in the form of a café atmosphere with online promotions has succeeded in strengthening the brand image. However, the study also found several challenges, including limited human resources, marketing budgets, and the rapidly changing dynamics of social media algorithms. Theoretically, these findings reinforce the relevance of the Integrated Marketing Communication (IMC) model, Customer Relationship Management (CRM), and the concept of Perceived Value in the context of UMKM. This research provides practical implications for businesses to optimize social media as a strategic marketing tool, while balancing digital innovation and real-world consumer experiences.

This community service program aims to strengthen local economic resilience through digital marketing assistance and packaging design innovation at Pokdarwis Bahari, Pulorejo Village, Mojokerto City. The intervention was designed in stages, including socialization, needs identification (FGD), training, practice/implementation, continuous mentoring, and evaluation. The program focused on strengthening production management (application of modern dryers and vacuum sealers), building digital marketing skills (creating and managing TikTok, Instagram, Facebook accounts, and online shops on Shopee and Tokopedia under the Pokdarwis Bahari brand), and redesigning packaging for kelor-based products (noodles, cakes, kelor sticks) to enhance product differentiation. The results showed significant improvements in members’ capacities: drying time reduced drastically from 2 days to 2 hours, the establishment of active digital accounts and official online stores, and the development of new packaging that is more informative and brand-identified. The direct impact was reflected in increased production efficiency, improved product image, and wider market reach—demonstrating a tangible contribution to local economic resilience and the sustainability of Pokdarwis businesses. Program recommendations include scaling up production technology, advanced training in digital marketing, and strengthening distribution networks to ensure long-term benefits.

This research examines the effectiveness of using a repertoire class as a learning strategy in the Media Music course of the Film and Television Production Study Program at the Indonesian Institute of the Arts, Yogyakarta. The course, offered in the fourth semester, focuses on film music creation, mood development, and instrumental understanding. The study applies the Classroom Action Research method with the primary goal of improving students’ comprehension of film scoring components. Pre-cycle findings showed that students’ understanding was relatively low under previous teaching approaches. To address this, the repertoire class method was introduced. This strategy emphasises active learning through sound samples from various instruments, allowing students to directly experience and analyse how musical elements shape the mood of a film. The interactive design of this method provides not only theoretical insights but also practical, auditory experiences that deepen learning. The research was carried out in three CAR cycles, each evaluating student progress and adjusting strategies as needed. Results demonstrate a notable improvement in learning outcomes. The percentage of students achieving Excellent and Very Good categories increased significantly, while the number in the Poor category decreased. These findings confirm that repertoire classes, especially those incorporating instrumental sound samples, are highly effective in enhancing students’ understanding of the emotional dimension of film music. In conclusion, this approach enriches the learning experience and equips students with both technical knowledge and emotional sensitivity in film scoring. By integrating practice-based methods, the repertoire class proves to be a valuable strategy in media music education.

Social media has transformed communication patterns, with TikTok emerging as a platform where interactions are highly expressive and multimodal. This study examines the role of emojis as politeness strategies in the comments section of TikTok influencers, focusing on how these visual symbols help maintain harmonious digital communication. Using a qualitative descriptive approach, the researchers analyzed 20 emoji-containing comments from a high-engagement influencer video. The data were interpreted through Brown and Levinson’s (1987) politeness theory, supplemented by the concept of multimodality. The findings indicate that emojis significantly support both positive and negative politeness strategies. Positive politeness was dominant (around 70%), often realized through empathy, humor, and solidarity-building emojis, while negative politeness was achieved through hedging, apologies, and respectful cues. Emojis also frequently softened bald-on-record statements and enabled off-record indirectness. The study concludes that emojis are crucial in enhancing politeness, enriching emotional expression, and fostering a sense of community in TikTok interactions, highlighting their importance in the evolving landscape of digital sociolinguistics.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy but still face challenges in utilizing digital technology for marketing. Shofi Cookies, as the partner of this program, has been using TikTok and a website, yet their utilization remains suboptimal. This community service activity aimed to enhance the partner’s digital capacity through social media analysis, website audits, and digital branding training. The methods included evaluating the TikTok account, auditing the website’s Search Engine Optimization (SEO), and providing training on the use of WordPress Content Management System (CMS) along with branding strategies. The results showed that the TikTok account was still personal, limiting analytic data, while the website audit produced a C- SEO score with issues in mobile access speed. The training, attended by the owner and operator, received positive responses with high satisfaction, although participants’ understanding still needs improvement. The implication of this activity highlights the importance of follow-up actions such as switching to a TikTok business account, increasing content upload consistency, and optimizing website SEO. With these efforts, Shofi Cookies is expected to strengthen competitiveness, expand market reach, and increase sales in the digital era.

Environmental issues are becoming increasingly urgent, particularly the worsening clean water crisis, which requires effective mass communication to raise awareness and encourage community involvement. Social media has emerged as a strategic platform for disseminating information and promoting environmental actions. PandawaraGroup, a dedicated TikTok account focusing on environmental issues, utilizes persuasive communication to encourage positive actions. This study aims to examine the influence of persuasive communication by the @PandawaraGroup TikTok account on followers’ interest in participating in social actions. The research employed a quantitative method with data collected through an online questionnaire (Google Form) distributed to 100 respondents who are followers of the account. Data analysis was conducted using simple linear regression along with descriptive tests, validity, reliability, and dimensional analysis. The findings reveal that persuasive communication from @PandawaraGroup has a moderate influence on followers’ interest in engaging in social actions. Based on these results, the study suggests that @PandawaraGroup should strengthen follower engagement through active interactions, such as responding to comments and direct messages, as well as organizing regular Q&A or discussion sessions. Furthermore, diversifying content with creative approaches is essential to maintain audience interest and relevance. These strategies are expected to enhance the effectiveness of @PandawaraGroup in promoting environmental awareness and public participation.

Sport tourism makes a significant contribution to the economy by increasing tourist participation and strengthening the appeal of tourist destinations. The Indonesian government’s policies in supporting culture-based sport tourism, such as Mepantigan, are reflected in various regulations and strategic programs. One of the key policies is the development of culture-based tourism as stated in the National Tourism Development Master Plan (RIPPN) 2011–2025, in which the government is committed to promoting and preserving local culture as part of tourism attractions. This study aims to design a sport tourism development model through educational videos of the Mepantigan attraction in Batubulan, Bali. Mepantigan is a traditional Balinese martial art that holds great potential as a culture- and sport-based tourism attraction. However, promotion of this attraction on digital platforms remains limited, with content that is not yet educational and relies only on a single social media channel. This study employs a qualitative method using in-depth interviews, participatory observation, documentation study, and focus group discussions. The results show that educational videos using cinematographic approaches and the AIDAS strategy are able to enhance the appeal of Mepantigan as part of sport tourism. The recommended innovative digital platform model includes the use of YouTube and TikTok to reach a wider audience as well as the application of visual techniques such as slow motion to highlight the cultural values and philosophy of Mepantigan. This research is expected to serve as a reference for the development of culture-based sport tourism promotion through digital media. The appropriate development strategy is a growth strategy through the optimization of multichannel digital media (YouTube, Instagram, TikTok) using educational video instruments as the main promotional tool, while simultaneously strengthening Mepantigan branding as an innovative sport tourism attraction in Bali.

The Community Service Program (KKN) in Pematang Kasih Village, Pantai Cermin District, focused on the construction of owl houses (RUBUHA) as an environmentally friendly effort to control rice field rats. The background to this activity was the high level of rat infestation that was detrimental to local farmers' rice harvests and the excessive use of chemical pesticides, which had the potential to negatively impact human health and ecosystem balance. The research method used was descriptive qualitative, with data collection techniques through direct observation in agricultural fields, interviews with farmer groups, and documentation of the owl house construction process. The results showed that the village community responded positively to this program because the use of owls as natural predators was proven to be more effective in controlling the rat pest population while reducing dependence on chemical pesticides. In addition, this program also increased public awareness of the importance of ecologically based pest control and preserving biodiversity. With the owl houses built around rice fields, it is hoped that a sustainable agricultural pattern can be created that supports the welfare of farmers while preserving the environment.

Society 5.0 era, tourism villages are required to optimize social media as a strategic. This study aims to analyze and evaluate the effectiveness of social media, identify obstacles, and formulate a digital storytelling strategy. A combination method used with a concurrent triangulation strategy. The SOSTAC framework used to describe the marketing strategy. The research location was in Pancoh Ecotourism Village, with research objects consisting of Instagram and TikTok media content. The sampling technique used purposive sampling. Primary data were obtained through in-depth interviews with the head of the management and the marketing division, while secondary data consisted of documentation of social media content. Data validity was tested using triangulation. Qualitative analysis conducted by identifying digital marketing strategies and analyzing content. Quantitative analysis carried out by calculating the Engagement Rate on Instagram and TikTok to measure the effectiveness of audience interaction with narrative content. The results showed that Instagram was superior in strengthening promotional content through paid advertising, while TikTok demonstrated organic strength in human interest narratives and environmental education. Pancoh needs to develop a more balanced digital storytelling strategy, consistent content production, human resource training, utilizing social media algorithms, interaction patterns directed at two-way engagement, content distribution utilizing cross-posting techniques, scheduling uploads at prime time for young users, and placing the community as the main actor in the narrative

This research aims to explore the teacher’s role in implementing the inquiry-based learning method to enhance students' critical thinking skills in Islamic Religious Education for grade XI AKL students at SMKS YPKP TIK Sentani. A qualitative descriptive approach was employed in this study. Data were collected through observations, interviews, and documentation. The findings reveal that teachers are crucial as planners, facilitators, and motivators in the implementation of inquiry-based learning. Key supporting factors include adequate facilities, infrastructure, and a relevant curriculum. The application of the inquiry learning method effectively improves students’ critical thinking skills by fostering activeness and learning independence. This method encourages students to explore, question, and engage with the material, leading to better understanding and application of the content. The study's implications highlight the importance of innovative teaching methods in Islamic Education and provide valuable insights for teachers seeking to improve the quality of learning and student engagement. This research is expected to serve as a reference for Islamic Education teachers in applying effective teaching strategies.

This study examines the phenomenon of hoax news dissemination through the social media platform TikTok and its impact on Generation Z in Tanjung Pinang. The background of this research is based on the increasing intensity of TikTok usage among young people, making the platform not only a source of entertainment but also an alternative channel of information. The research employed a descriptive qualitative method, using in-depth interviews with ten respondents selected through purposive sampling. The findings reveal that although most members of Generation Z are aware of hoaxes, their ability to verify information remains limited, making them easily influenced by provocative viral content. The most common hoaxes encountered are related to political, health, and social issues, which may lead to public unrest and shape public perception. This study highlights the importance of digital literacy as the main defense against the flood of information in the new media era, as well as the need for collaboration among government, educational institutions, and society to strengthen critical awareness in the use of social media.

This study examines the phenomenon of creator teachers on TikTok as a form of digital professionalism that represents the integration of ethical values, aesthetics, and educational philosophy. The focus of the research lies in how teachers negotiate moral responsibility and creative expression in the algorithmic culture of social media. The aim of this research is to analyze the philosophical meaning behind teachers' digital representations as well as interpret how moral and aesthetic values are reflected in their pedagogical practices. The method used is digital netnography with four stages: online observation, digital documentation, audience interaction analysis, and researcher reflection. A total of eight teacher accounts were analyzed with a total of 80 videos using a categorization of themes that focused on ethics, aesthetics, and professionalism. The results showed that 62.5% of the content was educational and featured learning innovations, while the other 37.5% contained elements of entertainment and social interaction. High audience interaction shows public appreciation for the creativity and integrity of teachers. Popularity is not solely generated by algorithms, but by the appreciation of moral values and pedagogical beauty in the actions of teachers. Based on the framework of arete and phronesis from Aristotle and the concept of aesthetic experience from Dewey (1934), this study concludes that the digital professionalism of teachers is a form of reflective praxis that combines ethical responsibility and creative expression. This research makes a theoretical contribution by integrating digital netnography and educational philosophy, and shows that teachers in the digital era play the role of moral and creative agents who maintain the dignity of their profession in the algorithmic space.

This study aims to examine the influence of live streaming, affiliate marketing, and perceived price on purchase decisions with customer trust as a mediating variable among students of Universitas Proklamasi 45. This study used a quantitative approach with a purposive sampling technique to determine 100 respondents relevant to the research criteria. The research instrument in the form of a structured questionnaire was distributed to obtain primary data, then analyzed using the Partial Least Squares (PLS) path model as a statistical analysis method. The results showed that the variables of live streaming, affiliate marketing, and perceived price simultaneously had a positive and significant effect on customer trust. Furthermore, customer trust was proven to have a significant influence on purchase decisions, thus understanding that customer trust is an important factor in driving purchase decisions. However, other results showed that live streaming did not directly influence purchase decisions. However, when mediated by customer trust, the influence of live streaming on purchase decisions became significant. These findings provide theoretical contributions to the development of digital marketing science, particularly in understanding the mediating role of customer trust in consumer behavior. In addition, practical implications for business actors are the importance of building consumer trust through live streaming strategies, affiliate marketing, and appropriate price offers to improve purchase decisions.

Perkembangan media sosial telah mengubah strategi pemasaran digital secara signifikan, dengan TikTok Shop menjadi salah satu kanal e-commerce yang berkembang pesat untuk memperkuat keterlibatan merek dan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran online, konten marketing, dan brand engagement terhadap loyalitas merek pada platform TikTok Shop dengan studi kasus merek lokal Shiyu Shopeu. Pendekatan penelitian bersifat kuantitatif dengan desain survei potong lintang terhadap 120 responden yang dipilih secara purposive, mencakup konsumen aktif yang telah melakukan pembelian melalui TikTok Shop. Data primer diperoleh melalui kuesioner skala Likert lima poin, sedangkan analisis dilakukan menggunakan regresi linier berganda setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas merek (nilai F-hitung = 103,26; Sig. < 0,001), dengan brand engagement sebagai variabel dominan (t-hitung = 5,922; Sig. < 0,001), sementara nilai R² = 0,692 mengindikasikan bahwa 69,2% variasi loyalitas merek dapat dijelaskan oleh model. Temuan ini menegaskan pentingnya interaksi emosional dan keterlibatan aktif konsumen dalam membangun komitmen merek di lingkungan digital yang dinamis. Penelitian ini berkontribusi dalam memperkaya literatur pemasaran digital, serta memberikan rekomendasi strategis bagi pelaku usaha untuk mengoptimalkan komunikasi daring dan konten kreatif guna meningkatkan loyalitas pelanggan secara berkelanjutan.

Burn injuries are a significant health problem because they damage the skin’s protective barrier, increase the risk of infection, and may cause severe complications if not treated properly. The healing process is complex and involves several cellular events, in which fibroblasts play a key role by producing collagen and forming granulation tissue. Recently, there has been growing interest in natural, herbal-based therapies for wound care. Tamarind leaves (Tamarindus indica) were chosen in this study because they contain flavonoids, polyphenols, tannins, and saponins, all of which have anti-inflammatory, antioxidant, and tissue-regenerating properties. The aim was to evaluate the effectiveness of ethanol extract gel of tamarind leaves at concentrations of 2.5%, 5%, and 10% in promoting fibroblast proliferation and healing of burn wounds in male rats (Rattus norvegicus). An experimental randomized design was used with six groups: normal control, neative control, positive control, and three treatment groups. Clinical observation and histopathological analysis showed that the extract gel accelerated wound closure significantly compared to the negative control. Fibroblast proliferation was higher in all treatment groups, with the 10% extract giving the best result, similar to Bioplacenton. These findings highlight tamarind leaves’ potential as a safe and affordable alternative for burn wound therapy.

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peran krusial dalam perekonomian Indonesia, namun masih menghadapi kendala dalam aspek pemasaran dan branding produk. Salah satu tantangan yang dihadapi oleh UMKM di Desa Kalipucang Wetan, Kecamatan Welahan, adalah minimnya inovasi dalam desain kemasan serta kurangnya pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk meningkatkan daya tarik produk UMKM, khususnya Kerupuk Lala 73, dengan mengembangkan desain kemasan yang lebih menarik serta menerapkan strategi digital marketing. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup observasi, pendampingan, pelatihan, dan evaluasi terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa pembaruan pada desain label dan kemasan mampu meningkatkan daya tarik produk, sedangkan pemanfaatan platform digital seperti TikTok, Facebook, dan marketplace lainnya berhasil memperluas jangkauan pasar. Dengan strategi pemasaran digital yang tepat, produk UMKM berpotensi lebih dikenal luas dan memiliki peluang yang lebih besar dalam meningkatkan penjualan.

Grobbak Korea merupakan salah satu UMKM yang ada di Kota Salatiga yang membutuhkan pendampingan dalam pemanfaatan media sosial dan platform online untuk meningkatkan pemasaran digitalnya. Permasalahan utama adalah kurangnya pemanfaatan media digital secara optimal, serta tidak adanya strategi konten yang konsisten dan terarah. Kegiatan pendampingan dilakukan pada tanggal 27 April 2025 - 9 Juni 2025. Media sosial yang dikembangkan antara lain melalui Instagram dan TikTok. UMKM Grobbak Korea juga melakukan promosi produk Grobbak Korea melalui Website dan Linktree. Dari kegiatan yang dilakukan terbukti dapat membantu memberikan dampak positif dalam pemasaran UMKM. Aktivitas seperti pengaktifan kembali akun media sosial, pembuatan konten terjadwal, pengunggahan foto produk serta pembuatan Website dan Linktree tersebut mampu meningkatkan interaksi dengan pelanggan. Peningkatan jumlah pengikut Instagram dan video konten di platform TikTok telah menunjukkan bahwa media sosial menjadi solusi efektif pemasaran digital bagi UMKM.

This study aims to examine the effect of work discipline, work motivation, and work environment on employee performance at PT. Yara Berkah Semesta Kediri. The research employed a quantitative approach with a survey method by distributing questionnaires to 50 employees, who were selected as the sample using a census technique. The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test, with the assistance of SPSS software. The results revealed that, partially, work discipline and work motivation did not have a significant effect on employee performance, while the work environment had a positive and significant effect. Simultaneously, work discipline, work motivation, and work environment had a positive and significant effect on employee performance, with an F-value of 32.586 and a significance level of 0.000. These findings indicate that employee performance improvement is more strongly influenced by a supportive and comfortable work environment. Therefore, the company is advised to reconsider its strategies for enhancing discipline and motivation, while maintaining a conducive work environment to support productivity. The practical implications of this study suggest that organizations should prioritize creating and maintaining a positive work environment as a fundamental strategy to boost performance. Additionally, companies need to design interventions that strengthen employee discipline and motivation, such as recognition programs, training, and clear performance management systems, while ensuring that these efforts are integrated with improvements in the work environment.

This study aims to analyze the relationship between self-acceptance and fear of missing out (FoMO) among Generation Z students who use the TikTok application in West Sumatra. A quantitative approach was employed with 386 Generation Z students selected through purposive sampling. The self-acceptance variable was measured using an instrument developed by the researchers based on Bernard’s (2013) theory, while the FoMO variable used a scale adapted into Indonesian by Kurniawan and Utami (2022) based on Sette et al. (2020). Data were analyzed using correlation techniques. The findings reveal a significant negative correlation between self-acceptance and FoMO (r = –0.522; p = 0.000 < 0.05). This indicates that the higher the level of self-acceptance, the lower the level of FoMO experienced by Generation Z students using TikTok. Conversely, lower self-acceptance is associated with higher levels of FoMO. These results support the notion that low self-acceptance may trigger negative social comparison on social media, increased anxiety, and dependence on external validation. This study offers practical implications for students, parents, and higher education institutions to pay closer attention to self-acceptance as a preventive factor against the negative effects of excessive social media use.  

Eid al-Fitr is increasingly experiencing a shift in meaning, transitioning from a purely religious celebration to one marked by heightened commercialization, especially in the fashion sector. As the holiday Eid approaches, consumers demonstrate a growing urgency to purchase fashion products reflects consumers' urgency to fulfill their appearance needs. This study aims to examine the influence of urgency and online shopping convenience on fashion product purchasing decisions among TikTok Shop consumers. A quantitative descriptive method was used with a total of 122 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using SPSS version 26. The results indicate that urgency has a positive and significant effect on purchasing decisions with a t-value of 5.260 > t-table 1.980, and online shopping convenience also has a significant effect with a t-value of 5.062 > t-table 1.980. Simultaneously, the F-value obtained was 39.813 > F-table 3.07, with a coefficient of determination (R²) of 0.401, indicating that both variables influence purchasing decisions by 40.1%. This study suggests that TikTok Shop needs to improve services such as the checkout process, transaction security, and user interface convenience. Furthermore, sellers are encouraged to apply urgency-based strategies, such as limited-time offers, to increase consumer purchase intention.