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Pacu Jalur is a traditional longboat race of the Malay community in Kuantan Singingi, Riau, which has served as a symbol of local cultural identity since the 17th century. In the last three years, this tradition has gone viral on TikTok, reaching millions of international viewers through hashtags such as #pacujalur and #indonesianboatracing. This study aims to analyze the role of Pacu Jalur’s virality as an instrument of Indonesia’s cultural diplomacy in the digital era. The method used is literature study with a thematic analysis approach, combining theories of soft power, digital cultural diplomacy, and cultural identity. The results show that Pacu Jalur’s virality expands cultural exposure to global audiences and strengthens local identity, while simultaneously highlighting the collective values of solidarity, teamwork, and aesthetic traditions embedded in the longboat race. At the same time, this phenomenon raises potential risks of cultural distortion due to commercialization, over-simplification of meaning, and the dominance of digital content logic that prioritizes visual appeal and entertainment value over historical and spiritual dimensions. These findings underscore the dual nature of viral cultural content: as both an opportunity for cultural diplomacy and a challenge for authenticity preservation. Therefore, this research highlights the importance of digital literacy, strategic collaboration between cultural stakeholders, and adaptive policy frameworks to ensure that the viral presence of Pacu Jalur on global digital platforms reflects authentic cultural values and serves as a sustainable instrument of Indonesia’s soft power in the contemporary international arena.

The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.

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.  

Development of a Canva-Based Informatics E-book on ICT Material for Grade X at SMA Negeri 5 Samarinda. This research aims to determine the feasibility of a product in the form of an E-book as a learning medium and to assess the response toward the Canva-based Informatics E-book for Grade X students at SMA Negeri 5 Samarinda. This study employs a Research and Development (R&D) method with the PPE model, which consists of three stages: Planning, Production, and Evaluation. The research subjects involved 35 students from Grade X (I) at SMA Negeri 5 Samarinda, along with 3 media experts and 1 material expert. The research object is the Canva-based Informatics E-book on ICT material. The results showed that the development of the Canva-based E-book, as evaluated by 3 media expert validators, obtained a percentage score of 92.19%, which falls into the “Highly Feasible” category. The Evaluation conducted by 1 material expert achieved a percentage score of 100%, also in the “Highly Feasible” category. Furthermore, students’ responses to the product were measured and obtained an average percentage score of 82.57%, which falls into the “Very Interesting” category. Thus, the development of the Canva-based E-book on ICT material for Grade X at SMA Negeri 5 Samarinda, developed using the PPE model, is declared highly feasible based on media and material expert validation and very interesting based on students’ responses.

Development of a Canva-Based Informatics E-book on ICT Material for Grade X at SMA Negeri 5 Samarinda. This research aims to determine the feasibility of a product in the form of an E-book as a learning medium and to assess the response toward the Canva-based Informatics E-book for Grade X students at SMA Negeri 5 Samarinda. This study employs a Research and Development (R&D) method with the PPE model, which consists of three stages: Planning, Production, and Evaluation. The research subjects involved 35 students from Grade X (I) at SMA Negeri 5 Samarinda, along with 3 media experts and 1 material expert. The research object is the Canva-based Informatics E-book on ICT material. The results showed that the development of the Canva-based E-book, as evaluated by 3 media expert validators, obtained a percentage score of 92.19%, which falls into the “Highly Feasible” category. The Evaluation conducted by 1 material expert achieved a percentage score of 100%, also in the “Highly Feasible” category. Furthermore, students’ responses to the product were measured and obtained an average percentage score of 82.57%, which falls into the “Very Interesting” category. Thus, the development of the Canva-based E-book on ICT material for Grade X at SMA Negeri 5 Samarinda, developed using the PPE model, is declared highly feasible based on media and material expert validation and very interesting based on students’ responses.

Mosquito coil smoke is the most commonly used insecticide by the public for mosquito control. The main active ingredient in these products is a pyrethroid derivative called Allethrin, which can generate free radicals that potentially damage the kidneys. This study aimed to evaluate the effect of varying durations of exposure to mosquito coil smoke on the histopathological features of the kidneys in male Wistar rats (Rattus norvegicus). The research employed a laboratory experimental method with a Post-Test Only Group Design. A total of 24 male Wistar rats were divided into four groups: a control group without treatment and three treatment groups exposed to mosquito coil smoke for 5 hours, 7 hours, and 9 hours per day over 21 days. After the treatment period, the rats were euthanized by cervical dislocation, their kidneys were harvested, and histopathological preparations were made and scored using the Venient et al. scoring system. Statistical analysis using the Kruskal-Wallis and Mann-Whitney tests revealed significant differences in kidney damage between the control and treatment groups (p < 0.001). The study concluded that varying durations of exposure to mosquito coil smoke cause significant differences in kidney histopathological damage in rats, with the most severe damage observed in the group exposed for 9 hours per day.

This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.

SQ Florist has been a flower board-making service provider since 2019. Currently, SQ Florist faces several obstacles, including ineffective social media promotions, limited staff training in digital marketing, and a suboptimal flower board production process. Furthermore, revenue recording is still manual, resulting in inefficient financial management. This study aims to expand market reach while improving service quality so that SQ Florist can compete better. The research method used is a qualitative approach with data collection techniques through observation, interviews, documentation, and literature studies. The analysis tool uses the Business Model Canvas, which describes nine business elements including customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The analysis results show that SQ Florist's business model is generally quite good, although there are areas for improvement, particularly in building relationships with customers, digital marketing, and product innovation. The use of social media such as Instagram and TikTok must be optimized by presenting promotional content in the form of attractive photos and videos to make online marketing more effective. Additionally, improving supplier relationships and offering differentiated products, such as flower bouquets or cash, can increase customer value. To facilitate decision-making, it is recommended to improve financial record-keeping through the use of digital applications. This step is expected to enable SQ Florist to improve its business sustainability, open more market opportunities, and compete more competitively in the creative services industry. By improving each element of the BMC, it is hoped that business sustainability and competitiveness can be further enhanced.

TikTok has emerged as one of the most influential social media platforms, forming a global online community that penetrates diverse industries, including skincare. In Indonesia, skincare ranks among the most discussed topics on TikTok, which makes the platform a significant channel for influencing consumer behavior. This study aimed to analyze how TikTok content shapes consumer purchasing decisions for skincare products in Indonesia. A qualitative method was applied using in-depth interviews with 12 respondents representing young adult consumers familiar with skincare products. The findings highlight several insights. First, TikTok content positively influences the problem recognition stage, helping consumers become more aware of their skincare needs. Second, TikTok was identified as the second most used social media source for skincare-related information, though its credibility is perceived only at a moderate level. Third, the platform plays a moderate role in the evaluation of alternatives, where consumers compare and consider skincare products. However, nearly half of the respondents reported a gap between information obtained from TikTok and actual product performance, resulting in disappointment and reluctance to share their experiences on the platform. Moreover, respondents revealed clear preferences regarding content: (1) comparative content showcasing product performance, (2) detailed content discussing product features, and (3) content providing tangible proof of effectiveness. These findings emphasize the dual role of TikTok as both an influential information source and a platform with credibility challenges. The study contributes to a better understanding of digital consumer behavior in Indonesia’s skincare industry. It also provides practical recommendations for marketers to design more transparent, credible, and consumer-oriented TikTok marketing strategies.

The effect of the integrated interactive Education for Sustainable Development (ESD) module on learning interest and creative thinking skills of class VII students at SMPN 23 Pekanbaru was the focus of this study. One of the learning resources that is particularly suitable for the 21st century is interactive modules. These modules serve as detailed learning packages designed to help students achieve their learning objectives. The Education for Sustainable Development (ESD) approach used in this study aims to not only increase students' interest and readiness to learn but also enhance their creative thinking skills. The purpose of this research was to examine and analyze the effect of the integrated interactive ESD module on learning interest and creative thinking skills, and to describe the correlation between learning interest and creative thinking skills in students. The study employed a quasi-experimental design combined with correlation analysis, using instruments such as a learning interest questionnaire and a creative thinking skills test. The findings of the study indicated that the integrated interactive ESD module had a significant effect on both the learning interest and the creative thinking skills of students. Furthermore, there was a positive correlation between learning interest and creative thinking skills, suggesting that enhancing students' engagement in the learning process through interactive modules can foster the development of their creative thinking abilities. These results highlight the importance of interactive learning resources in supporting student achievement in the 21st century

The skincare industry has seen significant growth in the importance of maintaining skin health and appearance. This study aims to examine the influence of promotions on TikTok social media and product quality on Gen Z consumers' purchasing decisions for Glad2Glow skincare products. The study employs a quantitative method using a survey technique via an online questionnaire distributed between April and June 2025 to 80 Gen Z respondents who had viewed Glad2Glow promotions on TikTok and made purchases. Data analysis was conducted using SPSS version 27 software, including data quality tests such as validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and determination coefficient. The analysis results indicate that, partially, promotions on TikTok social media do not significantly influence purchasing decisions, with a significance value of (0.354 > 0.05) and (calculated t-value 0.932 < table t-value 1.991). Conversely, Product Quality was found to have a positive and significant effect on Purchase Decisions, with a significance value of (0.01 < 0.05) and (calculated t-value 5.551 > table t-value 1.991). Simultaneously, both variables—Promotion on TikTok Social Media and Product Quality—together have a significant effect on Purchase Decisions, as indicated by F calculated 26.763 (> F table 3.12) and significance 0.01 (< 0.05).

This study explores in greater depth the effect of online promotions on airline ticket purchasing decisions through e-ticketing applications, emphasizing the mediating role of the digital era. Adopting a quantitative research design, data were collected from 491 respondents who had experience purchasing airline tickets via leading digital platforms such as Traveloka, Tiket.com, Agoda, and Booking.com. Five core online promotional strategies were investigated—discounts and vouchers, email marketing, social media promotions, influencer marketing, and push notifications—each representing distinct digital touchpoints. Partial Least Squares (PLS) analysis was used to test the relationships among variables and to evaluate the mediating effect of the digital era. The results indicate that all five promotional strategies significantly influence purchasing decisions, with influencer marketing and social media promotions emerging as the strongest drivers of consumer behavior. Furthermore, the digital era was shown to enhance consumer trust, accessibility, and engagement, thereby strengthening the impact of online promotions on purchase decisions. These findings highlight the need for airlines and e-ticketing platforms to develop integrated digital marketing strategies that align with evolving consumer behaviors and technological trends. This research contributes to the growing body of literature on digital marketing in the aviation sector and provides practical recommendations for optimizing promotional effectiveness.

The rapid development of affiliate marketing on social media necessitates strategies that effectively build audience trust and engagement. This study aims to analyze the application of visual storytelling and soft selling strategies in TikTok affiliate content, using a case study of 20 videos by Reizuka Ari. The research method employs qualitative content analysis, focusing on visual elements, personal narratives, audience interaction, and their relevance to engagement and trust building theories. The findings show that the use of personal visual storytelling, honest personal experience narratives, and soft selling without pressure significantly enhance emotional engagement and audience trust. Authentic testimonials, relevant captions and hashtags, as well as unobtrusive placement of affiliate links, maximize reach and conversion potential. These findings underscore the importance of content personalization in the success of affiliate marketing on short-video platforms like TikTok.

Social-emotional skills are an important aspect of early childhood development that influences learning readiness and character formation. This study aims to analyze the role of role-playing activities in supporting children's social-emotional development. The method used is descriptive qualitative with a literature study approach through a review of accredited journals, early childhood education books, and articles published in the last five years. The results of the study show that role-playing can improve empathy, cooperation, emotional regulation, and communication. Children who are involved in this activity are more courageous in expressing themselves, understanding the feelings of others, and learning to control their emotions in social interactions. These findings confirm that role-playing not only serves as a means of entertainment but also as a learning strategy that supports the achievement of early childhood education learning in the Merdeka Curriculum. The implication of this research is the need for teachers to be creative in designing contextual role-playing scenarios, providing adequate playing facilities, and supporting educational policies so that role-playing activities can become the foundation for the formation of early childhood character that is empathetic, communicative, and disciplined.

This study aims to explore the implementation of unity-based marketing management in enhancing consumer loyalty among university students at the Seblak Bujangan culinary microenterprise. As one of the local SMEs located near Sultan Ageng Tirtayasa University, Seblak Bujangan integrates the value of unity—derived from the Third Principle of Pancasila—into its marketing strategy, not only to attract customers but also to create a social space that strengthens community bonds. The research employs a descriptive qualitative method involving interviews, observations, and documentation to gain a deep understanding of marketing practices and their social implications. Findings reveal that Seblak Bujangan has successfully transformed from a simple food stall into a social hub for students by combining friendly service, a comfortable atmosphere, and creative digital marketing such as Instagram and TikTok promotions. The sense of togetherness and inclusivity fosters strong emotional attachment, leading to customer loyalty manifested through repeat visits and positive word-of-mouth. The study concludes that marketing strategies grounded in social and national values can enhance consumer engagement while contributing to social harmony. This approach provides new insights into value-based marketing for SMEs, showing that economic and social functions can coexist to create sustainable consumer relationships.

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.

This socialization aims to provide benefits to the community of the importance of social media as social media as information media and media as marketing media to be able to develop and introduce tourism, typical meaning, and potential in the village of Tewaowutung itself. In the community service activities carried out in Teawaowutung Village, the socialization process was carried out in two stages, namely material presentation and discussion which was attended by weaving, culinary, chicken, and pokdarwis UMKM groups. From the results of socialization with material on the understanding of digital literacy, digital media strategies, types of social media, social media as information media, social media as marketing media. Can provide benefits and advantages to the community from promotion through social media. The speaker also made a tik tok for the village so that it could become a promotional media for Tewaowutung village, to introduce tourism in the village and become a product produced by MSMEs in Tewaowutung village.

This study aims to determine the benefits of the internet as a learning resource for students in the Economics Education Study Program at Mahammadiyah University Maumere. This study uses a descriptive method with a qualitative approach. This study provides an accurate description and explanation of the conditions or phenomena encountered. Data collection techniques include observation, interviews, documentation, and triangulation. The research subjects are 12 students from the 2021 cohort of the Economics Education Program. The utilization of the internet as a learning resource for students in the Economics Education Program at Muhammadiyah University of Maumere plays a significant role because the internet provides easy and quick access to various information such as learning materials, scientific journals, e-books, educational videos, and relevant and supportive resources. This enables students to access the latest information and a variety of up-to-date topics. The research findings indicate that economics education students at Muhammadiyah University of Maumere actively utilize the internet to search for references, access e-books, journals, educational videos, and participate in online discussions. The use of platforms such as Google, YouTube, TikTok, and AI tools like ChatGPT aids in understanding course materials. Despite network challenges, students seek solutions by relocating or using the campus network. They tend to choose reliable learning sources, reflecting strong digital literacy skills. Overall, the use of the internet enhances students' motivation and academic performance, leading to improved outcomes

The development of digital technology has brought significant changes in the patterns of social interaction in society. Social media, especially TikTok, now functions not only as a means of entertainment but also as an effective medium for disseminating social, cultural, and humanitarian values. One interesting phenomenon in this context is the emergence of altruistic content, namely messages that represent caring, kindness, and selfless assistance. Content with altruistic nuances has its own appeal because it can create emotional closeness with the audience and has the potential to be used by business actors as a communication strategy to build a positive brand image. This study aims to identify and describe the forms of altruistic messages displayed in the TikTok account @mr.kingthread owned by Batik Benang Raja. The study used a descriptive qualitative approach with a content analysis method based on the altruism theory of Eisenberg and Mussen, as well as the six stages of content analysis according to Klaus Krippendorff. Data were collected from 24 videos uploaded between January 1–31, 2025, through observation and documentation techniques. Then, they were analyzed and categorized into six indicators of altruism: sharing, cooperation, helping, donating, honesty, and generosity. The results of the study show that @mr.kingthread's content consistently displays altruism through sincere, emotional, and easily accepted actions by the audience. The aspect of donating emerged as the most dominant element, followed by aspects of cooperation, helping, and sharing. The natural, authentic, and uncontrived message delivery strengthens emotional closeness with the audience and increases public trust in Batik Benang Raja's image as a brand that cares about humanitarian values. In conclusion, the altruism-based communication strategy through TikTok has proven effective in spreading humanitarian values, strengthening the company's positive image, and fostering a spirit of sharing among the audience.  

Dyslipidemia is a health problem characterized by impaired fat metabolism in the body, characterized by changes in blood lipid levels, either increasing or decreasing. This condition is generally seen through increased levels of total cholesterol, low-density lipoprotein (LDL), triglycerides, and decreased levels of high-density lipoprotein (HDL). This imbalance in the lipid profile, if persisted over the long term, has the potential to accelerate the formation of atherosclerotic plaque on artery walls, which can lead to cardiovascular disease. This study aims to determine the effectiveness of papaya leaf (Carica papaya L.) ethanol extract microcapsules in reducing cholesterol levels in white rats induced by a high-fat diet. The high-fat diet is formulated from a mixture of beef fat, eggs, and lard to increase cholesterol levels in a controlled manner. After the induction phase, the rats were divided into six treatment groups: a negative control group, a positive control group (simvastatin 0.36 mg), and three treatment groups with doses of papaya leaf ethanol extract microcapsules of 0.25%, 0.50%, and 0.75%. The treatment was given orally for 14 consecutive days. Total cholesterol levels were measured before and after treatment to evaluate the effectiveness of the intervention. The results showed that administration of papaya leaf extract microcapsules significantly reduced cholesterol levels. The 0.50% dose provided the most optimal effect, with a reduction reaching 77 mg/dL, greater than the simvastatin group. However, increasing the dose to 0.75% did not show a significant additional reduction effect, indicating an optimal dose-response point. Therefore, the 0.50% concentration can be considered the most effective dose and has the potential to be developed as an alternative natural cholesterol-lowering therapy. These findings also strengthen the potential use of papaya leaves as a bioactive source to support efforts to prevent and control dyslipidemia.