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Social media has become a new cultural space for teenagers to express themselves, interact socially, and form a self-image online. Trend culture on social media has become an important phenomenon in the dynamics of digital communication, especially among teenagers and the younger generation. Trend culture is a fluid cultural space where values, norms and identities are constantly negotiated through virtual interactions. Rapidly evolving trends through platforms such as TikTok, Instagram, and YouTube not only reflect lifestyle changes, but also become a means of self-expression, identity formation, and the search for social validation. This research aims to analyze how adolescent identity is represented through trend culture on social media in interaction patterns, meaning construction, and user self-representation. This research uses a descriptive qualitative approach with data collection techniques in the form of digital observation of active teenage users of the Instagram and TikTok platforms. The theory used is Stuart Hall's representation theory. The representation is not singular, but rather fluid and performative, depending on social dynamics, recognition needs, and symbolic interactions in digital space. The results show that cultural trends, such as viral challenges, clothing styles, the use of visual filters, and the use of certain captions, become an important medium in the construction and representation of teenage identity.

The development of digital technology has brought a significant transformation in the method of delivering Islamic preaching, one of which is through TikTok social media. Habib Husein Ja'far Al-Hadar emerged as one of the young preachers who utilized this platform effectively with a unique and contextual approach. This study aims to analyze the content of the da'wah message delivered by Habib Husein Ja'far through the TikTok account @huseinjafar. This research focuses on two main problem formulations, namely how the content of the da'wah messages delivered and how the analysis of these messages in the context of da'wah communication. Through the qualitative content analysis method, it was found that Habib Husein Ja'far packaged his da'wah messages with a light approach, relevant to current trends, and used a communicative and inclusive language style. The messages contain moral, spiritual, and social values that are delivered in a brief but impactful manner, so as to attract attention and build closeness with the audience, especially the younger generation. The findings show that a social media-based da'wah strategy with an adaptive and communicative approach can increase the effectiveness of spreading Islamic values in a digital society.

This study examines the potential for digital branding transformation of Mitra Havana Sulung Mandiri, a construction service company in East Java, through the utilization of TikTok as a promotional platform. Using observations and interviews, the research identified strong visual content opportunities from the company’s activities, such as documenting construction progress, showcasing before-and-after project visuals, and sharing client testimonials. These elements offer significant storytelling potential for engaging online audiences. However, several internal barriers hinder optimal implementation. These include limited digital literacy among staff, inadequate content creation tools, and the absence of standardized procedures for producing and publishing content. Externally, skepticism toward social media marketing in the construction sector and the unpredictability of TikTok’s algorithm also create challenges. Thematic analysis revealed three primary needs: maximizing existing visual assets to create compelling narratives, enhancing internal capacity through targeted digital training, and developing a culture that supports continuous digital engagement. To address these, the study proposes an initial strategy involving educational content, behind-the-scenes videos, and a clear content production guide. In addition, it suggests forming a dedicated social media team, running a 30-day continuous content campaign, and collaborating with local creators to expand reach. These recommendations align with existing literature on the role of short-form video in increasing brand awareness, credibility, and trust in service-oriented industries. By integrating strategic content planning, capacity building, and consistent online engagement, construction SMEs can position themselves competitively in the evolving digital marketplace. The case of Mitra Havana Sulung Mandiri demonstrates that even in traditionally offline industries, leveraging TikTok can offer a pathway toward brand differentiation and long-term audience growth.

This study aims to examine the influence of Digital Marketing and Affiliate Marketing on the purchasing decisions of Antarestar products on TikTok Shop among Generation Z in Surabaya. The research method employed is a quantitative approach using questionnaires distributed via Google Forms to collect data from respondents. The population in this study consists of Generation Z individuals in Surabaya who have used Antarestar products. A total of 30 respondents were selected using purposive sampling. Data were analyzed and hypotheses tested using SPSS version 22. The results of the partial test (t-test) reveal the following findings: (1) Digital Marketing has a significant influence on the purchasing decisions of Antarestar products on TikTok Shop, indicating that the presence of Antarestar on the platform tends to increase purchase decisions among Gen Z consumers in Surabaya; (2) Affiliate Marketing also significantly influences purchase decisions, suggesting that promotional efforts through affiliates positively impact consumer decisions. (3) Furthermore, the simultaneous test (F-test) shows that Digital Marketing and Affiliate Marketing together have a significant impact on purchasing decisions. These findings indicate that Digital Marketing can help build brand awareness and initial interest, while Affiliate Marketing can enhance consumer trust through recommendations and reviews by affiliates. Therefore, both Digital Marketing and Affiliate Marketing are crucial variables that Antarestar should prioritize to achieve better marketing outcomes. Keywords: Digital Marketing, Affiliate Marketing, Purchasing Decision

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy which have a strategic role in national economic development. In the context of the traditional culinary industry, pempek as one of Palembang's typical foods has great economic potential. This traditional food has become a superior commodity that is not only popular in its area of ​​origin, but has also spread to various regions in Indonesia. In this Real Work Lecture (KKN), the activity began with field observation methods, in-depth interviews, and FGD (Focus Group Discussion) aimed at discussing the concept of developing promotional media and business identity together with business owners in order to identify the main problems faced, especially in terms of promotional media and business identity. The main problem faced is the limitations in marketing and branding aspects, especially in terms of effective promotional media such as banners, TikTok content, business cards and strong business identities such as business plaques and websites. Through the right approach, it aims to increase business visibility, expand market reach, and ultimately increase sales turnover. The mentoring program has succeeded in increasing the managerial capabilities of MSME owners in managing modern marketing aspects. Training in the use of digital platforms such as Instagram, Tiktok and WhatsApp Business has equipped business actors with practical skills in creating attractive visual content and strategic publication scheduling. changing the business approach from being conventional to being more professional and systematic.

This community service program was designed to enhance Qur’anic memorization skills among santri at Pesantren Assyifa by integrating effective cognitive-based learning methods with traditional Islamic pedagogical practices. Conducted over eight weeks, the program involved initial assessments, teacher training, student workshops, practical memorization sessions, and structured evaluations. Modern memorization techniques—such as mnemonic devices, visualization, spaced repetition, and active recall—were introduced and practiced alongside classical methods like talaqqi and tikrar. The program targeted more than 40 santri and involved tahfiz teachers as active facilitators. Quantitative and qualitative assessments demonstrated notable improvement in memorization retention, engagement, and confidence. By the end of the program, over 85% of participants achieved measurable progress in both speed and accuracy of memorization. Feedback from students and teachers highlighted the usefulness and motivational impact of the techniques introduced. This program not only provided a fresh approach to Qur’anic learning but also offered sustainable strategies for long-term application within the pesantren. The success of the initiative supports the importance of combining Islamic values with contemporary educational insights to produce holistic and effective learning outcomes.

TikTok's algorithm-based digital marketing strategy, especially through the #FYPMarketing approach, has become an effective method in building emotional connections and increasing Gen-Z consumer loyalty. Through the For You Page (FYP) feature, brands can spread content organically with a wide reach, as long as the content is emotionally relevant, authentic, and participatory. This study uses a qualitative method based on literature studies and analyzes the #ScarlettGlowUp campaign as a case study. The findings show that the success of marketing to Gen-Z is greatly influenced by the use of user-generated content, micro-influencer involvement, and storytelling that is consistent with the values ​​held by the audience. However, challenges such as algorithm manipulation, digital communication ethics, and data privacy issues are obstacles that require an approach based on transparency and social responsibility. This article concludes that the success of the #FYPMarketing strategy depends not only on technological and algorithmic capabilities, but also on trust, clarity of values, and alignment between the brand and its digital community.

Employee transfers are common in companies, but regulations regarding transfer provisions are still very minimal. The absence of specific provisions governing transfers is often misused by employers, resulting in industrial relations disputes, one of which occurred between PT. Amartha Manunggal Prima and Khairunnisa Utami. This study aims to analyze the validity of the transfer process carried out by the company if there are no provisions or legal basis underlying the transfer process. This study uses a normative legal method, by analyzing the conformity between the considerations of the Panel of Judges in Decision Number 24/Pdt.Sus-PHI/PN JMB with laws and regulations, especially Law Number 6 of 2023 concerning the Ratification of the Job Creation. Based on the results of the analysis, a transfer process is one of the company's rights to regulate human resources for the interests and progress of the company and in general transfers are regulated in work agreements, joint work agreements, or company regulations. If the mutation process is not regulated, then the mutation must be based on an agreement between the two parties as mentioned in the Supreme Court Decision Number 567 K/Pdt.Sus-PHI/2016 which stipulates that mutations without the consent of workers can be canceled through the industrial relations court. In addition, mutations must not conflict with existing laws and regulations, especially Article 32 of the Manpower Law which regulates the placement of workers,  

Technological advances that continue to develop have changed the way people carry out various activities, including online buying and selling transactions. Various e-commerce platforms are here to meet the Indonesian market, including Tiktok which in the form of a social tool that people like. The lesson wants to observe the satisfaction of Tiktok Shop users from UI/UX through the Naïve Bayes algorithm. This lesson uses the CRISP-DM method. There are stages of reviewing reports, efforts, models, readiness, appearance and reviews. 60 test data processed in Rapid Miner obtained results with a user interface accuracy level of 88.33% and a user experience accuracy level of 76.67%. This shows that the user interface and user experience are factors that influence the level of satisfaction of Tiktok Shop users.

This study aims to determine: Guide's efforts to educate visitors in the Situmandi White Water Rafting Attraction in Hutabarat Village, Tarutung District, North Tapanuli Regency. The type of research used is qualitative research. The sample in this study was the Situmandi tourist attraction. The results of the study show: Guide's efforts to educate visitors in the Situmandi white water rafting attraction in Hutabarat Village, Tarutung District, North Tapanuli Regency are more focused on creating promotional media such as creating social media such as Facebook, Instagram, WEBSite, Tiktok and Banners This method is one of the promotional methods that can attract the attention of Guide's efforts to educate visitors to the Situmandi tourist attraction. From various aspects that provide specific opinions: in Hutabarat Village, Tarutung, North Tapanuli Regency. There are several inhibiting factors that researchers found from statements and those felt by the Hutabarat Village Government, including Promotion, tourist attractions, Facilities,

This study aims to identify various factors that influence language choice in communication, as well as to analyze how the use of appropriate language can have a positive impact on the success of message delivery. The method used is qualitative research with a descriptive approach. Data were collected through documentation techniques and analyzed using thematic methods. The results of the study indicate that success in delivering messages is greatly influenced by language choice, which depends on a number of factors, such as communication context, communication objectives, audience background and characteristics, media or communication channels, and relationships between speakers. The selection of appropriate language has been shown to improve message clarity, build emotional connections, strengthen the credibility of the communicator, avoid misunderstandings, and increase the appeal and memorability of the message. These findings emphasize the importance of choosing the right language in the communication process so that messages can be delivered effectively and easily understood as they should.

This study aims to identify various factors that influence language choice in communication, as well as to analyze how the use of appropriate language can have a positive impact on the success of message delivery. The method used is qualitative research with a descriptive approach. Data were collected through documentation techniques and analyzed using thematic methods. The results of the study indicate that success in delivering messages is greatly influenced by language choice, which depends on a number of factors, such as communication context, communication objectives, audience background and characteristics, media or communication channels, and relationships between speakers. The selection of appropriate language has been shown to improve message clarity, build emotional connections, strengthen the credibility of the communicator, avoid misunderstandings, and increase the appeal and memorability of the message. These findings emphasize the importance of choosing the right language in the communication process so that messages can be delivered effectively and easily understood as they should.

The development of social media has brought about rapid changes in the way information is accessed and consumed. One form of information adaptation is information repackaging that directs and re-presents information in a more interesting and easy-to-understand format. This study aims to determine the extent of the influence of the use of information repackaging through TikTok on the information literacy of Management Students at Jambi University. The study used a quantitative approach with data collection techniques through questionnaires. The results of the study showed that there was an influence of the use of information repackaging through TikTok of 63.0% while the rest (100% -63.0%) was 37% influencing other variables outside this study. The customized R square value of 63% is included in the moderate category, which shows the influence of information repackaging through TikTok on students' information literacy depending on how users use the application.

This study explores the politeness strategies used in netizens’ comments on the policy of disbursing regional ASN teacher allowances across three social media platforms: Facebook, TikTok, and Instagram. The research is grounded in the growing phenomenon of public opinion expression in digital spaces, which often reflects varying levels of language politeness. The purpose of this study is to identify the types of politeness strategies used, examine the differences between platforms, and uncover the influencing factors. Employing a descriptive qualitative approach, the study applies Brown and Levinson’s politeness theory. Data were collected from user comments on a speech by President Prabowo Subianto regarding ASN teacher allowance distribution. The findings indicate that negative politeness and impoliteness strategies dominate across all platforms, with varying patterns. Facebook and TikTok featured more direct and sarcastic comments, while Instagram tended to display more indirect and polite expressions. Influencing factors include platform characteristics, the content of the speech, and the personal experiences of users. These findings contribute to digital pragmatics studies and offer practical insights for promoting ethical communication on social media.

The brainrot phenomenon has emerged in response to the high consumption of low-quality short videos among students, resulting in a decrease in focus and thinking skills. This article analyzes the literature on the impact of short-form content such as TikTok, Instagram Reels and YouTube Shorts on student cognitive abilities. The results show that overexposure to short, focused videos triggers addiction, which results in disrupting learning processes that require concentration and reflection. In addition, consumption of fast-paced content leads to a decline in literacy and critical thinking. These findings focus on the importance of digital literacy and educational policies that can keep pace with the changing media consumption patterns of today's students.  

The COVID-19 pandemic has had a majorimpact on Indonesia's economy, particularly on micro, small, and medium enterprises (MSMEs). Islamic economics, with its principles of justice and social instruments such as zakat and waqf, offers solutions to strengthen economic resilience in the post-pandemicperiod. This study employs a descriptive qualitative approach to analyze the role of Islamic economics in supporting economic recovery. The findings show that Islamic economics is effective in promoting wealth redistribution, empowering MSMEs, and protecting vulnerable groups. A broader and more collaborative implementation of Islamic economicsis needed to build national economic resilience.

TikTok has transformed into an effective digital marketing platform, not only for introducing products but also for shaping impulsive shopping behavior. This study aims to analyze the impulsive shopping behavior of Generation Z on TikTok Shop. The research was conducted using a qualitative descriptive approach, with data obtained from digital searches and observations. The findings indicate that Generation Z has a strong interest in utilizing the TikTok Shop feature within the TikTok application, making it one of their preferred alternatives for online shopping transactions. TikTok significantly influences Generation Z’s shopping behavior, as they tend to purchase products after seeing them on the platform. Businesses leverage TikTok as an efficient marketing tool, particularly through creative content, short videos, and influencer recommendations. By utilizing an algorithm that tailors content to users’ preferences, TikTok Shop creates offers that appear attractive to consumers. Generation Z is often influenced to buy items they do not actually need. Sudden purchases driven by emotions—such as low prices or limited-time offers—often lead them to overlook product quality. As a generation living in the digital era, Gen Z needs to better regulate their impulsive consumer behavior. Wisely utilizing technology and understanding the marketing strategies used by platforms like TikTok Shop can help them avoid excessive impulsive spending. By prioritizing needs over wants and carefully considering the value and benefits of a product before purchasing, Gen Z can become smarter and more responsible consumers.

This study observes how influencers sell sharia products through live selling on the TikTok platform and analyzes it from the perspective of muamalah fiqh and how it impacts the Islamic economy. This study shows that sharia-based direct selling can increase market access, expand the reach of sharia MSMEs, and encourage the development of a sharia-based digital economy. This can be seen from the transaction process and the sharia principles that must be adhered to. This study also emphasizes the importance of openness, honesty, and acceptance of contracts to ensure that the transactions carried out are halal and valid according to fiqh. Using a qualitative descriptive analysis methodology supported by literature and direct observation data, it was revealed that direct buying and selling practices can teach people the concept of Islamic economics and encourage ethical or sharia-compliant buying and selling behavior. However, violations of sharia principles such as marketing of illicit goods and fraudulent practices require ongoing supervision and training. This study shows that sharia live selling on TikTok can be an effective way to empower the people's economy and develop a sharia-based and ethical digital economic ecosystem.

This study analyzes the influence of social media and popular trends on the lifestyle transformation of students at the State Islamic University of North Sumatra (UINSU) using a qualitative descriptive approach. This study aims to explore the understanding, experience, and meaning formed from the use of social media, especially TikTok and Instagram, in shaping students' lifestyles. Data were obtained through in-depth interviews with active UINSU students selected using purposive sampling techniques. The results of the study indicate that social media is the main medium in spreading lifestyle trends, including a minimalist lifestyle, which is often at odds with students' consumptive behavior.

English language skills are an essential competency for health students, especially in accessing scientific literature, understanding medical terminology, and facing the demands of professional globalization. However, the suitability of the English language learning curriculum with the specific needs of health students is still an issue. This study aims to identify the academic and professional English language needs of health students at Hafshawati University. The study used a qualitative approach with an open-ended questionnaire instrument that was analyzed thematically. Participants consisted of five students from various semesters and health study programs. The results showed that the ability to read and understand English-language medical references was the main need, followed by speaking skills in the context of professional communication. Non-formal learning media such as YouTube and TikTok were also actively utilized by students. The implications of this study indicate the importance of curriculum reformulation based on needs analysis and strengthening the English for Specific Purposes (ESP) approach in health education. These findings provide a basis for the development of teaching materials, lecturer training, and more contextual and applicable learning designs.