Publication Search

The rapid advancement of the internet and social media has led to the emergence of social commerce, which integrates e-commerce with social media platforms. Reviews, as a form of electronic word-of-mouth (e-WOM), have become a key information source relied on by consumers in social commerce. However, the growing presence of buzzers and paid endorsements producing fake reviews has weakened the relevance and trustworthiness of e-WOM, including both online customer reviews and influencer reviews. This study aims to examine the impact of online customer reviews and influencer reviews on the purchase intention of Somethinc products on TikTok’s social commerce platform. The research adopts a quantitative approach with purposive sampling, involving 120 TikTok users in Bandar Lampung as respondents. Data were analyzed using multiple linear regression with SPSS 27 software. The findings reveal that both online customer reviews and influencer reviews significantly and positively influence purchase intention. These results suggest that exposure to online customer and influencer reviews can enhance consumers’ purchase intention toward Somethinc products on TikTok social commerce.

The city of Palembang, traversed by the Musi River, is well suited for industrial development in the fisheries sector. The area is renowned for its distinctive regional cuisine, one of which is pempek which is a processed fish product. Entrepreneurs supporting the supply of raw materials for processed fish products include ground fish businesses. The ground fish industry continues to expand, with business owners striving to maintain and enhance product quality and service standards to remain competitive and promote growth. In this regard, the decisions made by leaders significantly impact an organization’s ability to achieve its objectives. Therefore, appropriate methodologies are required to analyze the key factors influencing success or failure. SWOT analysis helps identify external opportunities and threats as well as internal strengths and weaknesses. Additionally, CSF analysis provides a clearer interpretation of key elements, defines essential activities, and supplies relevant information. Furthermore, this research proposes strategies to enhance efficiency, effectiveness, and value at every stage of the value chain. It is expected that this analysis will assist businesses in optimizing resources and improving the competitiveness of ground fish enterprises in the market. This study aims to provide a comprehensive analysis of strategic measures that can enhance the competitive advantage of ground fish businesses in the fisheries and food processing sectors.

This study examines the reception of Riau University students regarding sharing culture with the "first person challenge" in @Iben M.A TikTok content. Using Stuart Hall's reception analysis approach with qualitative methodology, this research involved interviews with ten students from diverse faculties. The findings reveal three distinct reception positions: dominant (three informants who fully accept the content as positive sharing culture), negotiated (five informants who accept with reservations about public display of charity), and oppositional (two informants who reject the content as exploitation or virtue signaling). Reception differences were influenced by economic background, religion, parental upbringing, education, interests, and habits. Despite varying interpretations, most informants recognized the content's positive impact while expressing concerns about maintaining the essence of sharing culture in digital media representation..

The behavior of littering in tourist attractions is caused by many factors, such as: (1) Lack of socialization from the government, (2) Insufficient cleanliness facilities around the beach. People litter carelessly because the trash bins are located far away, which makes them dispose of waste around the areas where they sit and relax. (3) A dirty environment. The dirty state of the environment also serves as a reason for people to litter. The Community Service activity of the Faculty of Economics and Business, Universitas Pelita Bangsa will be conducted online and offline (hybrid), located at the Cifest Culinary Market, Jalan Cibarusah Raya, Sukaresmi, South Cikarang, Bekasi Regency, West Java, and also via Zoom.

The behavior of littering in tourist attractions is caused by many factors, such as: (1) Lack of socialization from the government, (2) Insufficient cleanliness facilities around the beach. People litter carelessly because the trash bins are located far away, which makes them dispose of waste around the areas where they sit and relax. (3) A dirty environment. The dirty state of the environment also serves as a reason for people to litter. The Community Service activity of the Faculty of Economics and Business, Universitas Pelita Bangsa will be conducted online and offline (hybrid), located at the Cifest Culinary Market, Jalan Cibarusah Raya, Sukaresmi, South Cikarang, Bekasi Regency, West Java, and also via Zoom.

As the backbone of the global economy, Micro, Small, and Medium Enterprises (MSMEs) have a very important role. One of the success factors for SMEs is the effective management of Human Resources (HR). HR management is not only about recruiting and retaining employees, but it also involves strategies that blend human potential with business goals. Additionally, managing an employee team can be a challenge that requires the right skills and strategies. From sourcing top talent to designing effective training programs, everything needs to be well organized to support business growth and sustainability. The Community Service Activity of the Faculty of Economics and Business, Universitas Pelita Bangsa will be carried out online and offline (hybrid), located at the Alam Raya Residence Cluster Block B2 No 12A, Sukasari, Serang Baru, Bekasi Regency and also via Zoom.

Gedong Songo Temple is a Hindu cultural relic from the Sanjaya Dynasty era which was discovered in 1804 and is located at an altitude of 1,220 to 1,310 meters above sea level. The Minister of Education and Culture designated Gedong Songo Temple as a National Ranked Cultural Heritage Area in 2015 whose preservation must be maintained, including preserving the natural beauty around the Gedong Songo Temple area. This research is to explain  the influence of promotional policies and entrance ticket prices on tourists' decisions to visit the Gedong Songo Temple tourist attraction in Semarang Regency. This type of explanatory research The population in the research was all people who visited the Gedong Songo tourist attraction, Semarang Regency using non-random sampling techniques using incidental sampling and data collection techniques using question nairesvia Google Forms. Meanwhile, hypothesis testing uses statistical The results of the research are (1) The promotion policies with a score of 65.65% and X1Y correlation coefficient show a value of 0.658, indicating a positive coefficient direction. (2) The ticket price enters with a score of 77.77%% and the results of the X2Y correlation coefficient showa value of 0.660, indicating a positive coefficient direction. (3) The hypothesis states that there is an influence of promotional policies and entrance ticket prices on the decision to visit the Gedong Songo Temple tourist attraction, is "accepted". The suggestions in this research are 1) the Semarang Regency Government should promote the Gedong SongoTemple tourist attraction more frequently,2) theSemarang Regency Government needs to improve the existing facilities at the Gedong Songo Temple.  

The training on optimizing Instagram and TikTok social media content and video editing using the CapCut application was part of a community service program aimed at enhancing digital literacy and visual content production skills. This activity took place during the Education Exhibition commemorating the 63rd Anniversary of Universitas Negeri Makassar, involving participants from various backgrounds, including students and small business owners. Using a participatory method combining theoretical sessions, demonstrations, and hands-on practice, the training resulted in significant improvements in participants’ understanding of social media strategies, personal branding, and video editing skills. Evaluation results showed a 41% increase from pre-test to post-test scores, and 85% of participants grasped the basic concepts of reach and engagement in social media algorithms. This program successfully equipped participants with relevant digital competencies and contributed to social transformation through the strategic and creative use of social media.

This study aims to examine the influence of Hedonic Shopping, Price, and Fear of Missing Out (FOMO) on impulsive buying behavior on the TikTok Shop platform. The research subjects are students from the Faculty of Economics and Business at Universitas 17 Agustus 1945 Semarang who have made purchases via TikTok Shop. The sampling technique used was purposive sampling combined with proportional sampling, resulting in a total of 76 respondents. Primary data were collected through questionnaires, and the data were analyzed using multiple linear regression analysis. The results indicate that the Hedonic Shopping variable has a negative and significant effect on impulsive buying. In contrast, Price and FOMO variables show a positive and significant influence. The coefficient of determination (R²) value of 0.701 suggests that these three independent variables collectively explain 70.1% of the variation in impulsive buying behavior. These findings suggest that while hedonic motives do not always lead to impulsive purchases, attractive pricing and social pressure stemming from FOMO are key drivers of impulsive buying behavior among students. The results offer important implications for marketers in designing effective strategies on social commerce platforms like TikTok Shop.

Inflammation is a response to tissue damage due to various adverse stimuli, both chemical and mechanical stimuli and infections. One of the chemical compounds found in henna leaves is flavonoids that are efficacious as anti-inflammatory. The aim of the study was to determine the anti-inflammatory effectiveness of water henna leaf extract reviewed from a decrease in udem volume in the soles of the feet of male white rats induced by carrageenan 1%. The research method used was experimental on simplicia and ethanol extract of henna leaf (EEDPA) as well as testing the anti-inflammatory effectiveness of EEDPA. Testing of the anti-inflammatory effect was carried out on 30 male white mice induced with 1% carrageenan subplantarly. The test animal group was divided into five groups consisting of a positive group given Na-diclofenac, a negative control group given CMC, and a test group of water henna leaf ethanol extract at doses of 200 mg/kgBB, 400 mg/kgBB and 800 mg/kgBB. The parameters observed in this study were the volume of the leg udem of the test animal which was measured with a Plethysmometer every 6 hours. The data obtained was then calculated as the percent of inflammation and the percent of inflammation inhibition. Analyzed with One Way ANOVA with a 95% confidence rate. The results of the effectiveness test showed that EEDPA had an anti-inflammatory effect in carrageenan-induced male white rats. Optimal effectiveness indicated by the dose showed that EEDPA at a dose of 800 mg/kgBB

This study analyzes changes in the consumer lifestyle of students due to globalization, especially on the TikTok application. The focus of this study is how the changes in consumer styles from the past to the modern era due to globalization in students. The method used in this study is a descriptive research method with data collection techniques using library research where researchers collect data by reading, studying, and analyzing journals, books, articles from previous researchers. The results of this study conclude that globalization, through advances in communication technology such as TikTok, has driven a significant transformation of consumer lifestyles, especially among students. TikTok not only functions as an entertainment medium, but also becomes a powerful marketing platform through affiliate marketing practices that combine attractive visual content with emotional strategies and sophisticated algorithms. This creates a culture of impulsive consumption triggered by social drives, digital self-image, and FOMO, and is reinforced by easy access, promos, and reviews from influencers.

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

This research was motivated by the author's admiration for Widji Thukul's work and the author's interest in analyzing one of the poems as an extraordinary work because there are many meanings that need to be studied. The purpose of this research is to analyze the cyber literature of Widji Thukul's poem “Apa Guna” in YouTube platform with Expressive Approach. The research method used in this research is descriptive qualitative method, which is a method used to describe the condition of the object naturally, in detail, and systematically at an exclusive time; as well as to find insights, with the researcher as the main instrument in the research. The result of the analysis stated that the cyber literature in the Hyperlink of poem “Apa Guna” by Widji Thukul presented in YouTube platform can be connected with other platforms, such as X, Instagram, Facebook, Whatsapp, and TikTok; and its Hypertext can be connected with poems “Air Kendi”, “Sajak Anak Muda”, “Buku Itu Cahaya”, “Di Negerimu”, “Satu Saat dalam Sejarah”, “Awas”, ‘Soliloquy’, “Menempuh Jalan Rakyat”, “Tanah Sunda”, and poem “Surat Ini Adalah Sebuah Sajak Terbuka”. In the development of technology, the poem “Apa Guna” by Widji Thukul remains relevant to the current situation, both in terms of presentation and the content and meaning of the poem itself. With the literary expressive approach, this poem expresses Widji Thukul's anger, annoyance, and disappointment towards the intellectuals and the rulers, as well as his concern and empathy towards the helpless common people. This is reflected in the diction used in each line of his poem. In the cyber literary context of the poem “Apa Guna”, Hyperlinks and Hypertext help to expand and emphasize the meaning of the poem with inter-platform links and interlinks between other poetry texts.

This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.    

The development of digital technology has encouraged companies to utilize digital marketing to increase competitiveness and sales. This research analyzes digital marketing strategies through the social media platforms Instagram and TikTok at PT. Akasa Kreasi Bersama. Both platforms have the advantage of reaching a wider audience and increasing interaction with consumers through visual content and short videos. The research method used is descriptive qualitative with data collection techniques through interviews, observation and document study. The research results show that Instagram is effective in building a brand image through its Stories, Reels and IGTV features, while TikTok excels in spreading content virally thanks to its interaction-based algorithm. The use of paid advertising and collaboration with influencers also contributes to increasing sales conversions. However, the main challenges in implementing this strategy are dynamic changes in social media algorithms and the need to create content that is innovative and relevant to trends. Therefore, companies need to carry out regular evaluations and strategy adjustments to remain competitive in digital marketing.

The rapid evolution of digital technology has significantly reshaped how Generation Z communicates, interacts, and participates in social activities. Born in a digital-native era, Gen Z demonstrates strong capabilities in using digital platforms, positioning them as key players across various domains, from social engagement to the workforce. This research applies a descriptive qualitative method to explore how Gen Z actively and creatively utilizes technology. Data were gathered through semi-structured interviews, online observation, and digital content analysis. The findings indicate that Gen Z frequently engages with social media platforms like TikTok, Instagram, and WhatsApp to express themselves, share insights, and expand their networks. However, uncontrolled usage also brings potential downsides such as digital addiction and exposure to inappropriate content. In the professional world, their digital proficiency offers a strong advantage, as they are quick to adapt to evolving digital work systems. In conclusion, Generation Z holds substantial potential to influence social and economic transformation, provided they are supported with sufficient digital literacy and appropriate guidance.

This study aims to examine how Nadia Omara as a digital content creator plays a role in reviving old literature, especially South Kalimantan folklore, through digital media. Using a descriptive qualitative approach and case study method, data was collected through observations of Nadia Omara's digital activities on platforms such as YouTube, Instagram, and TikTok. This study analyzes the adaptation strategies used by Nadia Omara to make folklore more relevant and interesting for the younger generation. The results of the study show that digital media is not only a means of preservation, but also revitalization of traditional literature. The narrative, visual, and communication style strategies used by Nadia Omara are able to bridge old culture with the modern digital world, as well as build new interest in the richness of regional culture.    

This study aims to examine how Nadia Omara as a digital content creator plays a role in reviving old literature, especially South Kalimantan folklore, through digital media. Using a descriptive qualitative approach and case study method, data was collected through observations of Nadia Omara's digital activities on platforms such as YouTube, Instagram, and TikTok. This study analyzes the adaptation strategies used by Nadia Omara to make folklore more relevant and interesting for the younger generation. The results of the study show that digital media is not only a means of preservation, but also revitalization of traditional literature. The narrative, visual, and communication style strategies used by Nadia Omara are able to bridge old culture with the modern digital world, as well as build new interest in the richness of regional culture.    

CV Jambi Permata is located at Jln. Kapten Pattimura No.116, Kenali Besar, Kec. Kota Baru, Jambi City, is a public service facility engaged in travel services. Based on a survey conducted by the author, directly to the location of CV. Jambi Permata. The author finds obstacles caused by the current business process, namely making it difficult for prospective passengers when they have to go directly to the location to find out the availability of travel ticket stock, so that when the ticket runs out, prospective passengers are forced to look for another travel service. Prospective customers must come more than once to the administration to find out the departure schedule, just to adjust the passenger's planned departure schedule. Making it difficult for administration to find customer data and customer departure schedules through books, where the data is already very large. Making it difficult for administration admins to recap data to be made into reports, because they have to check the entire history of previous transactions. then the solution the author offers is able to improve administrative performance in managing reservation data and make it easier for prospective passengers to place orders. The travel ticket booking information system that will be proposed presents more accurate, timely and relevant information. So that with this information, the leadership of CV. Jambi Permata can predict conditions or needs in the future better and can make decisions and can take the best actions for the progress of the business being run.

This study aims to analyze the impact of TikTok usage on the politeness behavior of elementary school students. Using the Systematic Literature Review (SLR) method, this article examines various previous studies related to the topic. The findings indicate that TikTok usage has a significant influence on students' behavior, particularly in terms of politeness. Although there are some positive effects, such as enhanced creativity, self-confidence, and cognitive abilities, the negative impacts are more dominant. Students tend to show a decline in polite behavior, such as the use of harsh language, lack of respect for parents and teachers, and reduced responsibility towards school assignments. High intensity of TikTok usage is one of the main factors contributing to the development of such deviant behavior. Therefore, the role of teachers and parents is crucial in supervising, setting examples, and guiding students to use social media wisely in order to uphold character and moral values.