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This study aims to evaluate the relationship between affiliate marketing and celebrity endorse on purchasing decisions at TikTok Shop among Generation Z in Boyolali. This research is motivated by the increasing use of TikTok as a popular online shopping medium among Gen Z, as well as the development of digital marketing strategies through affiliates and public figures. The population in this study includes Gen Z in Boyolali who have made purchases at TikTok Shop. A sample of 100 respondents was obtained through the Slovin formula calculation. This study uses a quantitative method, with an online questionnaire distributed through Google Forms. Data analysis was conducted using the SmartPLS 3.0 application to test the relationship between variables. The results of this study indicate a positive and significant relationship between affiliate marketing and celebrity endorse on purchasing decisions. This finding provides a theoretical contribution to strengthening the Theory of Planned Behavior in the context of digital marketing, as well as suggesting strategies for business actors in developing more effective promotions at TikTok Shop.

Micro, Small, and Medium Enterprises (UMKM) play a crucial role in driving local economic growth, particularly in the food and beverage sector. However, many UMKM, such as Cipta Rasa Mulya, still face significant challenges in adopting modern marketing approaches to expand their reach and enhance their competitiveness. This community service program focuses on addressing two major issues: the lack of effective digital marketing utilization and the weak brand identity—especially in packaging design—of the dairy products produced by the UMKM. Through a structured and intensive training program, this initiative aims to provide UMKM actors with comprehensive knowledge and practical skills in rebranding and digital marketing. The activities include workshops on digital branding strategies, hands-on mentoring sessions for social media management, product photography, and brand storytelling, as well as ongoing evaluations to monitor progress and implementation. The expected outcomes of this program are multifaceted, including improved brand awareness among consumers, more attractive and informative packaging, increased product variety, and broader market reach through the use of digital platforms such as Instagram, TikTok, and e-commerce channels. By enhancing the UMKM’s ability to present their products professionally and utilize social media for marketing purposes, this program supports the development of more competitive and sustainable business practices. In the long term, it is anticipated that such interventions will not only increase the visibility of Cipta Rasa Mulya’s dairy products but also strengthen their position in both local and national markets. Ultimately, this initiative highlights the importance of combining technological adaptation with creative branding in empowering UMKM and stimulating inclusive economic growth.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

TikTok social media has become an integral part of students' daily lives, yet its use in the educational context remains a topic of debate. This study aims to determine the influence of TikTok usage on students' learning outcomes in the Indonesian language subject for Phase C at SDN 007 Teratak Air Hitam. A quantitative approach with a correlational method was employed. Data collection techniques included the distribution of questionnaires and documentation of learning outcomes. Statistical test results indicated no significant influence of TikTok usage on students' learning outcomes. The conclusion of this study is that students’ use of TikTok does not have a meaningful impact on their Indonesian language learning achievement, suggesting the need for control and guidance to ensure it does not disrupt the learning process.

This study aims to analyze the influence of capital structure, company size, and liquidity on the financial performance of manufacturing companies in the food and beverage sub-sector listed on the Indonesia Stock Exchange (IDX) during the 2019–2023 period. The food and beverage industry is one of the sectors that has a significant contribution to national economic growth, so understanding the factors that affect its financial performance is crucial. The method used is a quantitative approach with multiple linear regression analysis techniques to test the relationships between variables. The data used comes from the annual financial statements of companies that are included in the sub-sector for the past five years. The results of the study show that partially, the capital structure has a significant influence on the company's financial performance, which is shown by a calculated t-value of 6.414 and a significance value of 0.000 (< 0.05). These findings indicate that the more optimal the capital structure managed by the company, the better its financial performance. On the other hand, company size and liquidity do not show a significant influence on financial performance. The company size has a t-value of -1.493 with a significance of 0.140 (> 0.05), while liquidity has a t-value of 0.765 with a significance of 0.447 (> 0.05). However, simultaneously, these three independent variables together have a significant effect on financial performance, as shown by a calculated F-value of 19,527 and a significance value of 0.000 (< 0.05). The results of this study provide important implications for company management to pay more attention to the management of capital structure, as it is the dominant factor in influencing financial performance. Optimizing capital structure can be used as a strategy to increase the efficiency and competitiveness of the company in the midst of the dynamics of the food and beverage industry.

The phenomenon of code switching in TikTok is increasingly widespread among young Indonesians. Mixing Indonesian with foreign languages, especially English, is a communication style that is considered expressive, modern and a digital identity. This study aims to identify forms of code switching in TikTok content and analyze its implications for planning and fostering Indonesian in the digital era. This study uses a qualitative descriptive approach with data in the form of screenshots of TikTok videos containing code switching. The results of the analysis show that the code switching that occurs is mixed and situational and has affective, stylistic functions, as a marker of social identity. Although it reflects language creativity, excessive use of code switching can have negative impacts such as shifting the structure of the Indonesian language, decreasing positive attitudes towards the national language, and hindering effective language development efforts. This study is expected to be an important input for educators, policy makers and the wider community in maintaining the sustainability and dignity of the Indonesian language in the digital era. Keywords: Code switching, TikTok, Language development, Indonesian, Digital Era

Slang is a language that is often used among the Alpha generation which shows various different uses of language. The rise of social media can affect various groups such as children, teenagers, especially for the Alpha generation. This happens because parents often divert their attention to social media when they are young. This phenomenon is a concern about the erosion of the use of good and correct Indonesian. However, each use of language has its own characteristics in each language. The purpose of this study is to describe the process of forming various slang languages ​​among the Alpha generation on various social media. In this study, researchers used sociolinguistic studies to understand the dynamics of the use of Indonesian in the era of globalization. The approach used uses qualitative research methods and literature studies. A qualitative approach is used to obtain data sources from various information that supports our research. The data we use is the influence of the Tiktok application which aims to understand the viral phenomenon on the Tiktok application such as behavior, actions, and motivation by describing it in the form of words and sentences.  

This study aims to explore the behavioral dynamics of Generation Z (Gen Z) toward digital culinary brands on TikTok, a platform increasingly central to youth consumer engagement. The research investigates how Gen Z interacts with, interprets, and forms relationships with culinary content in a digital environment shaped by algorithmic trends and participatory culture. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 12 Gen Z participants aged 18–24 years who actively engage with culinary brand content on TikTok. Additional data were obtained from observational analysis of brand-related content and user interactions on the platform. Thematic analysis revealed three core themes: emotional engagement with sensory-rich food content, digital consumption as identity performance, and expectations of brand authenticity and interactivity. Participants expressed strong affective responses to visually appealing and immersive content, linked their brand preferences to personal values and social identity, and favored brands that demonstrated responsiveness, humor, and human-like interaction. These findings highlight the role of TikTok not only as a marketing tool but as a cultural space where brand perception and loyalty are socially constructed. This study contributes to the theoretical understanding of consumer engagement by situating Gen Z’s behavior within a sociocultural and digital framework. Practically, it offers insights for culinary brands to develop more authentic, interactive, and value-driven content strategies. The findings also suggest implications for digital marketing policies and content regulation. Future research is recommended to explore cross-platform behaviors and cultural variations in digital brand engagement.

This study aims to determine how much influence digital marketing strategies (content marketing, affiliate marketing and flash sales) have in encouraging impulsive purchasing behavior in Gen Z. The population of this study consists of all Generation Z TikTok users in Indonesia, with an unknown total number. The research method employed is a quantitative approach using a survey of 100 respondents selected through convenience sampling. The data were analyzed using multiple linear regression with inferential analysis or classical assumption testing. The results show that, partially, all three independent variables have a positive and significant effect on impulsive buying. Flash Sales have the greatest effectiveness influence, with a multiple regression coefficient value of 0.275. Although Flash Sales are statistically the most effective, descriptive analysis results indicate that affiliate marketing has the highest level of effectiveness based on the respondents’ average score of 21.69. Therefore, an optimal digital marketing strategy can leverage all three methods to enhance impulsive buying behavior.

This study aims to analyze the influence of live streaming and content quality on purchase intention for Credifox products on TikTok Shop, both partially and simultaneously. The research employs a quantitative method with a non-probability sampling technique, involving 100 respondents. Data analysis was conducted using statistical quantitative methods and multiple linear regression with the aid of SPSS 25 software. The findings indicate that, partially, live streaming significantly influences purchase intention, with a t-value of 4.571 > t-table 1.985 and a significance level of 0.000 < 0.05. Similarly, content quality also has a significant influence on purchase intention, as shown by a t-value of 3.152 > t-table 1.985 and a significance level of 0.002 < 0.05. Simultaneously, live streaming and content quality have a positive and significant influence on purchase intention for Credifox products on TikTok Shop, with an F-value of 74.834 > F-table 3.100 and a significance level of 0.000 < 0.05.

This research is motivated by problems in the implementation of the strategy of the Ciamis Regency Small and Medium Business Cooperative Office in the development of Micro and Medium Small Enterprises in Kujang Village, Cikoneng District, Ciamis Regency. The method used in this study is descriptive with a causative approach. Primary data is sourced from the results of interviews with 6 selected informants who are relevant to the problem. Secondary data is sourced from documents, books, journals, reports, and legislation. Data collection was carried out based on interviews, observations, and documentation with data analysis techniques through data reduction, data triangulation, and conclusion drawn. The results of the study show that the MSME development strategy through digital platforms has not been running optimally. Obstacles occur in the lack of communication, active participation of MSME actors in policy formulation, mentoring activities, facilitation, evaluation, and programs that are still top-down.  Efforts to overcome obstacles are to increase the initiative of MSME actors in learning independently through digital media such as YouTube, and TikTok through e-commerce. The Kujang village government supports the implementation of training and facilitation if it is involved by the relevant agencies. The Cooperative Office, Small and Medium Enterprises and Trade is improving its strategy through further collaboration with village governments that have not received attention, especially Kujang village MSMEs in participating, mentoring, coaching, and facilitating.

This study aims to analyze the influence of Uses and Gratifications Theory (U&G Theory) dimensions—including hedonic gratification (perceived enjoyment), utilitarian gratification (perceived utility and self-presentation), and social gratification (social presence) as well as perceived network size on continuous purchase intention. In addition, the study explores the mediating role of perceptions of digital celebrities in the context of live streaming shopping for modest fashion products on TikTok. A quantitative approach was employed using a survey method involving 429 TikTok users who had purchased modest fashion items through live streaming. The data were analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS software. The findings reveal that perceived utility, self-presentation, and social presence positively influence continuous purchase intention, whereas perceived enjoyment shows no significant effect. Furthermore, perceived network size has a significant impact on perceived enjoyment, perceived utility, and social presence. The study also demonstrates that perceptions of digital celebrities mediate the relationship between perceived network size and all dimensions of U&G Theory. These results enrich the literature on consumer motivation and behavior in live streaming commerce and offer strategic implications for businesses in designing relevant content and collaborations to foster customer loyalty.

This study aims to analyze the effectiveness of goods delivery at PT TIKI Jalur Nugraha Ekakurir (JNE) and its impact on customer satisfaction, focusing on the application of Total Quality Management (TQM) principles. The research method used is a quantitative survey with purposive sampling technique, where data is collected through questionnaires distributed to customers. The results show that the application of TQM, which includes employee involvement, continuous improvement, and customer focus, significantly enhances delivery effectiveness. Furthermore, regression analysis indicates that delivery effectiveness positively influences customer satisfaction. This study recommends that PT JNE continue to strengthen the application of TQM in its operations to improve service quality and customer satisfaction.  

Social media has become one of the main media for distributing various advertising content in today's digital era. However, the spread of advertising content on social media also brings new challenges. Social media, especially TikTok, has a high virality rate, which means that content can spread quickly, both positively and negatively. The TikTok account @ngobrolsantaiindonesia uploaded a promotional advertisement for Borobudur Temple. The entire narrative in the advertising content openly alludes to other religions, namely Islam. This study uses a research approach in the form of a literature study or can be called library research. Indonesia has guidelines that must be respected, namely the Indonesian Advertising Ethics or abbreviated as EPI. The EPI contains a system of values ​​and integrated guidelines for manners (code of conducts) and procedures (code of practices) that apply to all advertising actors in Indonesia. According to the Indonesian Advertising Ethics, advertisements must be honest, correct, and responsible. It was concluded that the violation committed by the TikTok account @ngobrolsantaiindonesia was offending SARA, more specifically other religions.

This study critically examines the construction and reproduction of authenticity norms and buffer standards in Indonesian TikTok users’ communication practices. Employing Norman Fairclough’s Critical Discourse Analysis (CDA) framework, the research explores how digital expressions—through captions, comments, and hashtags—reflect power relations, algorithmic logic, and social norms that operate subtly yet effectively. An analysis of five popular TikTok contents reveals that so-called “authentic” expression is not spontaneous honesty but rather a curated and performative construct aligned with algorithmic expectations and community aesthetics. The concept of the buffer standard refers to implicit symbolic boundaries that define which expressions are “acceptable” and which risk social or systemic rejection. The study concludes that freedom of expression in digital spaces like TikTok is always a product of negotiation between user agency, algorithmic pressure, cultural norms, and the commodification of identity.  

This study aims to evaluate the financial performance of PT. Matahari Department Store Tbk for the 2023–2024 period using financial ratio analysis, particularly profitability and liquidity ratios. The study applies a descriptive quantitative approach, utilizing secondary data from the company’s financial reports. Profitability ratios such as Net Profit Margin, Return on Assets (ROA), and Return on Equity (ROE), along with liquidity ratios including Current Ratio, Quick Ratio, and Net Working Capital Ratio, were used as indicators. The results show a significant increase in profitability ratios, indicating improved operational efficiency and asset utilization. Meanwhile, the liquidity ratios also improved but remained below the optimal level, suggesting that the company still faces challenges in meeting its short-term obligations. In conclusion, PT. Matahari has demonstrated enhanced profitability but needs to strengthen its liquidity position to ensure financial stability.

This study aims to determine the effect of work motivation and work discipline on employee performance at PT Tiki Jalur Nugraha Ekakurir (JNE) Kampung Lalang, a logistics and delivery service company. Optimal employee performance is the result of a combination of internal drive (motivation) and compliance with work regulations (discipline). This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who are operational employees at JNE Kampung Lalang. Data were analyzed using multiple linear regression assisted by SPSS software. The results showed that work motivation has a positive and significant effect on employee performance with a coefficient value of 1.000 and a significance of 0.000. Conversely, work discipline has a negative but significant effect on employee performance with a coefficient value of -0.388 and a significance of 0.000. This finding indicates that increasing work motivation can encourage increased employee performance, while negative results from work discipline. This study emphasizes the importance of management in properly understanding the internal factors that influence performance so that the policies implemented do not have a counterproductive impact.  

The rapid development of social media in rural areas, such as Kertosono Village, has increased the duration of use of platforms such as TikTok and Instagram among teenagers to an average of 4.2 hours per day. This condition raises concerns regarding the negative impact on mental health, coupled with low digital literacy and lack of education from the surrounding environment. This study aims to determine the significant influence and large contribution of the duration of social media use to the mental health of adolescents in Kertosono Village. Using a quantitative approach with an associative research type, data were collected from 54 respondents aged 12–18 years through the GHQ-12 questionnaire and analyzed using simple linear regression. The results showed a significant influence between the duration of social media use and adolescent mental health, with a contribution of 45.7% to their psychological condition. These findings indicate the need for interventions in the form of increasing digital literacy and education about the healthy use of social media, especially in rural areas that are experiencing accelerated digitalization.

The rapid technological development in the Society 5.0 era has brought about a transformation in digital political participation in Indonesia as well as changes in student political participation patterns. Students, as a young intellectual group, have their own unique ways of using social media for political participation. The purpose of this research is to understand the role of social media in student political participation in the Society 5.0 era. This study employs a qualitative method with a descriptive approach. In the data collection process, this research uses interview and documentation techniques involving 15 students who are engaged in intracampus organizations and students who actively use social media. To test data validity, this study uses a credibility test through source triangulation. The research findings show that Instagram and TikTok social media platforms are widely used for accessing political information. These social media platforms play an important role in shaping students' political awareness. In the Society 5.0 era, forms of student political participation through social media include engagement in online discussions, sharing political posts, and promoting hashtags related to political issues. The challenges of digital political participation include the prevalence of hoax news, buzzers, low literacy levels, and political polarization or conflicting viewpoints that become obstacles in utilizing social media as a space for student political participation.

This study aims to reveal the influence of various factors in digital marketing on consumer purchases on the TikTok Shop platform. This study specifically aims to assess the impact of content marketing and online customer reviews on purchasing decisions with customer trust as an intervening variable on TikTok Shop customer in Pati. This study uses a quantitative method. The population studied was TikTok Shop consumers in the Pati area, with an unknown number. A total of 97 respondents were sampled through a non-probability sampling technique with a purposive sampling approach. Data analysis was carried out using SmartPls 3 software. The results of the study showed that content marketing had an influence on purchasing decisions, while online customer reviews did not have a significant influence. In addition, content marketing and online customer reviews had an effect on purchasing decisions. However, customer trust was not proven to influence purchasing decisions. Content marketing and online customer reviews also had no influence on purchasing decisions through customer trust as an intervening variable on TikTok Shop customer in Pati.