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Anxiety is a common phenomenon that is a universal cause of poor academic performance among students worldwide. Anxiety can also have an impact on student learning. Bold learning carried out during the Covid-19 pandemic caused anxiety or pressure for some students which could result in confusion, decrease the ability to direct attention, decrease memory, and interfere with students' concentration. The purpose of this study was to describe the level of anxiety in the pre-clinical group of FK Unpatti, age, gender, place of residence, consuming alcoholic beverages. This research is a descriptive study using a cross-sectional approach which was conducted in September 2021. The number of respondents collected was 535 respondents based on total sampling. The analysis used is univariate analysis. The data obtained using the Hamilton Rating Scale for Anxiety (HRS-A) questionnaire. The results of this study were obtained mostly in unhurried conditions based on the batch of 2020 (32.8%), class of 2019 (22.5%), class of 2018 (26.2%) and class of 2017 (18.5%). Based on age, namely at 17 years (1.2%), at 18 years (37.9%), at 19-20 years (28.3%), at 21 years (25.1%) and at 22 years ( 7.5%). Based on gender male (26.9%) and female (73.1%). Based on the place of residence with parents (50.8%) and not with parents (49.2%). Based on consuming alcoholic beverages (2.8%) and not consuming alcoholic beverages (97.2%). Research shows that there are variations in the level of anxiety in pre-clinical students of FK Unpatti who take courageous learning.

The Sambal ABC advertising campaign “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content uses a character named Tejo. The Sambal ABC advertisement can strengthen the brand image and increase customer trust by including a character that fits the brand. Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her kitchen reflects its quality and deliciousness. This study specifically discusses the ABC chili sauce advertisement “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content using a character named Mrs. Tejo. This is because Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her cooking reflects the quality and deliciousness of her product. Therefore, this advertisement can strengthen the brand image and increase customer trust. This study uses a quantitative approach and uses random sampling. This study targets Sambal ABC consumers who watch the YouTube advertisement “Sambal ABC: Cap Cip Top – Icap Icip Ngetop”. This survey involved 109 respondents who were all aware of the Sambal ABC YouTube advertisement, had consumed Sambal ABC products, and were also aware of the Sambal ABC advertising campaign. A total of 109 respondents were interviewed; however, only 100 met the specified criteria. Survey data was collected through an online survey using SmartPLS 3.0. The results showed that respondents trusted the Sambal ABC brand more due to the use of influencers in its advertisements. This was determined based on the content of the advertisements and who spoke first. Ibu Tejo's power was such that respondents felt close to her and believed she was close to them because they shared similarities with her in several aspects of influencer credibility, including interests. Respondents also found Ibu Tejo interesting because she was funny, engaging, interesting, and entertaining, and she was able to explain Sambal ABC very well.

This study aims to examine the role of Islamic Religious Education (PAI) in shaping students’ character in the digital era at SMK Negeri 1 Binjai. The research employed a descriptive qualitative method with a phenomenological approach. Data were collected through classroom observations, religious activities, interviews with PAI teachers, and questionnaires distributed to 50 tenth-grade students. The findings reveal that PAI plays a crucial role in instilling key character values, including discipline, honesty, responsibility, religiosity, and digital ethics. PAI teachers utilized interactive media, educational videos, and digital Qur’an applications, which enhanced students’ enthusiasm and facilitated better understanding of the subject matter. Based on the questionnaire results, 83% of students stated that PAI improved their discipline, 77% reported being more cautious in using social media, and 87% acknowledged that PAI fostered a greater sense of responsibility toward themselves and others. However, 60% of students still struggled to control their gadget usage, particularly for entertainment and online games. This indicates the need for continuous guidance and supervision from both teachers and parents. Overall, the study emphasizes that the effectiveness of PAI in the digital era depends on teachers’ competence in integrating technology, the role of exemplary behavior, and strong collaboration between schools and families. Therefore, PAI not only serves as a medium for delivering religious values but also as a vital instrument for shaping Islamic character, enabling students to face moral and social challenges in the digital age.

This study aims to analyze the development of the creative economy through the utilization of textile waste, particularly patchwork fabric, by leveraging digital platforms. Employing a qualitative approach with a case study method, the research involved creative entrepreneurs who transform patchwork waste into economically valuable products, such as bags, wallets, accessories, and home decorations. Data were collected using in-depth interviews, participatory observation, and document studies, and then analyzed thematically. The findings reveal that patchwork fabric waste can be successfully converted into high-value creative products through innovative designs and diversification strategies. Furthermore, the adoption of digital platforms, including social media and online marketplaces, plays a pivotal role in product promotion, enhancing brand awareness, and expanding market reach beyond local boundaries. This integration not only provides economic benefits, such as increased income for entrepreneurs and the creation of new job opportunities, but also fosters social and environmental impacts, including raising community awareness of sustainable waste management practices. The study emphasizes that the creative transformation of textile waste contributes to circular economy principles, supporting resource efficiency and reducing environmental burden. In conclusion, the integration of creativity, innovation, and digital technology utilization emerges as a sustainable strategy for developing a creative economy based on waste materials. These findings provide insights for entrepreneurs, policymakers, and communities in promoting environmentally friendly business models while simultaneously driving inclusive economic growth.

This study investigates the influence of an online attendance system and digital literacy on teacher discipline and performance in elementary schools. A quantitative explanatory research approach was employed to provide empirical evidence regarding these relationships. The research population consisted of 170 elementary school teachers in Bojong District, Pekalongan Regency, who were selected using proportional stratified random sampling to ensure representativeness. Data were collected through a structured questionnaire using a 5-point Likert scale, and analyzed with Structural Equation Modeling (SEM) through the Partial Least Squares (PLS-SEM) approach using SmartPLS 4.0 software. The measurement model evaluation demonstrated strong reliability and validity across all constructs. Cronbach’s Alpha values ranged between 0.820 and 0.872, Composite Reliability between 0.881 and 0.911, and Average Variance Extracted (AVE) between 0.649 and 0.718. Discriminant validity was confirmed based on both the Fornell-Larcker Criterion and the Heterotrait-Monotrait Ratio (HTMT). The structural model showed good predictive relevance with a Goodness-of-Fit (GoF) value of 0.366, indicating a large effect. Hypothesis testing results supported all proposed relationships. Digital literacy was found to positively influence teacher performance, while the online attendance system significantly affected both teacher discipline and teacher performance. Furthermore, teacher discipline was proven to have a positive effect on teacher performance. Mediation testing revealed that teacher discipline acted as a significant partial mediator in the relationships between digital literacy, online attendance systems, and teacher performance. The findings provide empirical validation for the Task-Technology Fit Theory and the TPACK Framework in the context of educational human resource management. This study confirms that digital transformation, through strengthening digital literacy and online systems, represents an effective strategy to improve teacher professionalism and enhance academic quality in elementary schools.  

Student interest in becoming a teacher remains a major challenge in preparing prospective professional teachers, especially amidst increasingly complex changes and demands in education. This study aims to analyze the influence of the School Field Introduction (PLP) experience and perceptions of the Teacher Professional Education (PPG) program on student interest in becoming a teacher. This study used a quantitative approach with a multiple linear regression method. The population in this study were all students of the Economics Education Study Program at Surabaya State University, intake 2020–2022, with a sample of 150 students selected purposively. Data collection was conducted using a questionnaire instrument distributed online via Google Form. The collected data were analyzed using multiple linear regression tests to examine the partial and simultaneous effects of the independent variables on the dependent variable. The results of the analysis indicate that partially, the PLP experience does not have a significant effect on interest in becoming a teacher. Conversely, student perceptions of the PPG program show a positive and significant effect on interest in becoming a teacher. Simultaneously, the PLP experience and PPG perceptions significantly influence student interest in becoming a teacher. These findings indicate that perceptions of PPG have a more dominant contribution in shaping interest in becoming a teacher than PLP experience. Therefore, it is crucial for educational institutions to improve the understanding and quality of PPG program implementation to encourage students' interest in pursuing a career as teachers. This research provides practical implications for curriculum designers and teacher education program managers to place greater emphasis on students' perceptions and readiness for PPG in order to produce professional and highly motivated teachers.

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

This study aims to analyze the development process of a creative economy based on bead waste and the use of digital platforms as a marketing medium to increase product competitiveness. The background of the study is based on the phenomenon of increasing volumes of waste that have not been optimally managed and the low skills of business actors in utilizing digital technology. The research method used a qualitative approach with descriptive methods. Data were collected through in-depth interviews, participatory observation, documentation, and literature studies, with informants consisting of business actors, community leaders, representatives of relevant agencies, and consumers. The results of the study indicate that processing waste into beads not only reduces environmental impacts but also opens up creative business opportunities with high economic value. The use of digital platforms has proven effective in expanding market reach, improving branding, and driving sales, although there are still obstacles in the skills of digital entrepreneurs. This study recommends strengthening digital marketing capacity and ongoing mentoring for creative waste-based entrepreneurs to achieve economic and environmental sustainability. In addition, synergy between business actors, the government, and local communities is a crucial factor in supporting the development of a waste-based creative economy. The involvement of local governments through entrepreneurship training and facilitating access to technology is essential to address the challenge of limited digital capabilities of entrepreneurs. Local communities also play a role in maintaining sustainable production and encouraging innovation in bead designs based on local culture to add value and attract market share. This collaboration can create a conducive ecosystem for the growth of creative small and medium enterprises (SMEs), while strengthening local identity and increasing product competitiveness in national and global markets. Thus, developing a waste-based creative economy and utilizing digital marketing are relevant innovative strategies in addressing current economic and environmental challenges.

The hospital operating room is one of the most crucial facilities in health services, so it requires a stable, reliable, and uninterrupted electricity supply to ensure patient safety and smooth medical procedures. The slightest electrical outage can pose a major risk, given that almost all vital medical equipment in the operating room relies on an electrical power supply. Therefore, the Uninterruptible Power Supply (UPS) system has an important role as a backup solution to ensure the continuity of electrical energy. This study aims to analyze the performance, capacity, and burden of UPS at Siti Fatimah Palembang Hospital using quantitative methods. Data was obtained through direct observation, interviews with technicians, technical documentation, and measurement of current and load power with standard-compliant measuring equipment. The focus of the analysis was directed at the Online Double Conversion type UPS with a capacity of 20 kVA which functions as the main supplier of backup electricity in the three operating rooms. The measurement results show that the total load reaches 8,855.5 VA or equivalent to 44.2% of the total capacity of the UPS. This load comes from 24 units of vital medical equipment, including operating lights, patient monitors, ventilators, anesthesia machines, and electrosurgical devices spread evenly across three operating rooms. With a power factor of 0.92 and a measurement current of 39.8 A, the performance of the UPS is quite efficient and safe to use. This shows that UPS capacity still has spare space to bear additional loads in the event of an increase in the number of medical equipment in the future. The conclusion of this study is that UPS at Siti Fatimah Palembang Hospital is able to work optimally in maintaining the stability of power supply, so that it can ensure the continuity of critical medical services in the operating room.

Lake Maninjau specialty food souvenir shop is one of the micro businesses that sells a variety of traditional regional food products. So far, the marketing process and transaction management are still done manually, which causes limited market reach, difficulty in recording sales, and lack of effectiveness in product promotion. This research aims to design a web-based marketing information system to support the sales process, promotion, and data management in a more efficient and integrated manner. The system development method uses the System Development Life Cycle (SDLC) approach of the waterfall model, which includes the planning, needs analysis, system design, implementation, and testing stages. Data collection was conducted through field observations, interviews with business owners, questionnaires to customers, and literature studies related to information systems and digital marketing strategies. The designed information system includes various main features such as product data management, sales transaction recording, automatic sales report generation, social media integration, and product promotion pages. In the marketing aspect, this system allows businesses to display product catalogs online, provide real-time promotional information, and establish direct interaction with customers through contact and ordering features. In addition, the use of this system allows stores to reach a wider market, including potential customers from outside the Lake Maninjau area, through an integrated digital marketing strategy. The implementation results show that this web-based system can increase the effectiveness of product promotion, speed up the transaction process, and improve the quality of customer service. With this system, souvenir shops can compete more competitively in the digital era, as well as strengthen brand image and customer loyalty through more structured and sustainable marketing.

Administrative services for correspondence and public complaints in villages are still largely handled manually, resulting in challenges in efficiency, speed of service, and poorly documented records. These issues are crucial to address to ensure better organized and responsive public services at the village level. This study aims to develop a website-based correspondence and complaint system accessible to the public and village officials. This study utilizes the Laravel Framework and Waterfall system development techniques. The results demonstrate that the system successfully simplifies the digital submission process for letters and complaints, and assists village officials in verifying and documenting data more efficiently. Based on implementation and testing, the system is considered effective and feasible to use, even though it is still operating locally. Therefore, it is recommended that the system be continuously developed, its features enhanced, and its online implementation be implemented immediately to provide broader benefits. This study aims to develop a website-based correspondence and complaint system accessible to the public and village officials. With this system, the public can submit letters and complaints digitally without having to visit the village office in person. This system also makes it easier for village officials to verify and document incoming complaints and letters in a more organized and efficient manner. The system development method used is the Waterfall method, which has clear and structured stages in each system development process. The results of this study indicate that the developed system successfully facilitates the digital submission of letters and complaints, which was previously done manually. The verification and documentation processes by village officials have also become more structured and efficient.

This study aims to analyze the influence of leadership and work motivation on cyberloafing activities among mobile brigade personnel in the Special Region of Yogyakarta Regional Police. Specifically, the research examines: (1) the effect of leadership on cyberloafing, (2) the effect of work motivation on cyberloafing, and (3) the combined effect of leadership and work motivation on cyberloafing. The research employs an associative quantitative method with a sample of 247 mobile brigade personnel selected using probability sampling. Data collection was conducted through questionnaires and interviews, utilizing a Likert scale to measure responses. Before hypothesis testing, prerequisite analyses were carried out, including linearity, multicollinearity, autocorrelation, and heteroscedasticity tests. The main analytical technique applied was multiple linear regression.The results show that leadership has a positive and significant influence on cyberloafing activities, with a t-value of 2.764, significance level of 0.003 (<0.05), and a regression coefficient of 0.100. Similarly, work motivation also has a positive and significant influence on cyberloafing, with a t-value of 10.692, significance level of 0.004 (<0.05), and a regression coefficient of 0.440. Furthermore, simultaneous testing using the F-test reveals that leadership and work motivation jointly have a significant effect on cyberloafing, with an F-value of 67.412 and a significance of 0.000 (<0.05). The coefficient of determination (R²) obtained is 0.356, indicating that 35.6% of variations in cyberloafing activities can be explained by leadership and work motivation, while the remaining 64.4% is determined by other factors not examined in this study. These findings emphasize the importance of leadership approaches and motivation strategies in managing non-productive online behaviors within police organizations.

This study examines the influence of club image, sponsor factors, and fan loyalty on the purchase intention of official merchandise among Bali United supporters. The focus of the research is to understand how these three factors contribute to driving merchandise sales in sports marketing, with the aim of providing insights that can improve the club's revenue strategies. By adopting a quantitative approach, primary data were collected from 87 respondents who are active supporters of Bali United, using an online questionnaire. The data were analyzed using multiple linear regression to evaluate the significance and direction of the relationships between the variables. The results reveal that each of the factors, sponsor factors and fan loyalty has a positive and significant effect, meanwhile club image has no significant effect on the intention to purchase official merchandise. This indicates that a stronger perception of the relevant and reputable sponsorships, and higher levels of fan commitment all contribute to an increased likelihood of supporters purchasing merchandise. The findings highlight the synergistic role of branding, partnerships, and community engagement in influencing consumer behavior within the sports fandom context. A positive impact from sponsor factors, such as the alignment of brands with the club's values, enhance the overall appeal of the merchandise. Moreover, fan loyalty acts as a significant driver, as loyal fans are more likely to invest in merchandise as a way to support their club. This study concludes that while Bali United’s club image does not significantly influence fans’ intention to buy merchandise, sponsor factors and fan loyalty have a positive and significant effect on purchase intention; therefore, strengthening fan loyalty and effectively managing sponsorship partnerships are key drivers in maximizing merchandise sales potential, while club image plays an indirect role.

This study aims to determine the implementation and evaluation results of the marketing strategy for bakery and pastry products sold in the lobby lounge of Hotel Fairfield By Marriott Surabaya. This study used a combined qualitative and quantitative approach to obtain a more comprehensive picture. Data collection techniques were conducted through direct observation at the research location and interviews with relevant parties. Furthermore, data analysis was also strengthened by distributing a Likert-based questionnaire to three main respondents: the F&B Manager, the Daily Worker Pastry, and the Marketing Team. This mixed-method approach allowed the researcher to capture both numerical evaluation and in-depth qualitative insights. The results showed that the product strategy has been running quite well, especially in terms of quality and implemented work procedures. However, there are still weaknesses in the innovation aspect, as the products do not yet have distinctive characteristics that can serve as a key differentiator from competitors. In other words, the bakery and pastry products still lack a unique selling point that could strengthen brand identity. In terms of pricing strategy, the hotel uses a premium pricing system, which is considered appropriate for the image of a four-star hotel. However, this approach is still not flexible enough to optimally reach consumers outside the hotel. The promotional strategy is considered to have been implemented quite well, especially through bundling packages and the use of social media. However, existing promotions have not been implemented consistently and tend to be unstructured. Consistent promotion is essential to maintaining customer engagement and building long-term brand awareness. Meanwhile, the location strategy is considered quite effective because products are displayed in areas easily accessible to hotel guests. However, opportunities through digital distribution channels, such as online bookings, have not been maximized. Expanding digital distribution channels could significantly increase market reach and sales performance.

Coolcations tourism is an alternative tourism that utilizes the potential of nature with cool air, both in the morning, afternoon, and evening, thus providing a refreshing holiday experience for tourists. This concept combines recreational activities with the beauty and coolness of nature, making it suitable for tourists who want to escape the hustle and bustle of urban life. Based on the author's observations, Kuningan Regency has great potential in developing coolcations destinations, which include various activities such as camping/glamping, sightseeing, forest bathing, wellness tourism, star bathing, night time wellness, hiking, trekking, jeep adventure, motocross, and cycling. This study aims to determine the figure of tourist interest, especially those from Cirebon City and Regency, towards the trend of coolcations tourism in Kuningan Regency. The research method used is descriptive quantitative with a purposive sampling technique. The research sample amounted to 100 respondents who were tourists from Cirebon City/Regency. The research instrument used an online questionnaire via Google Form. Data were analyzed using univariate analysis techniques with the application of the Guttman Scale to measure the level of respondent interest. The research results indicate that tourist interest in the coolcation trend in Kuningan Regency is high. The average "YES" response was 84.75 out of 100, which, when converted to a percentage, is 84.75%. Based on the assessment criteria, this result falls into the "good interest" category with a high criterion (75%–100%). This finding indicates that tourists from Cirebon City/Regency have significant interest in coolcation tourism activities in Kuningan Regency. With its supportive natural resources and high interest, Kuningan Regency has a significant opportunity to develop coolcations as a leading regional tourism attraction.

This study aims to analyze the influence of work life balance, career development, and Compensation  on turnover intention among Generation Z employees in Surabaya. The research used a quantitative method with a survey approach, distributing online questionnaires to 100 respondents who belong to Generation Z. Data were analyzed using the Partial Least Square (PLS) technique with the help of SmartPLS 3.0 software. The results show that work life balance, career development, and Compensation  have a negative and significant influence in reducing turnover intention. Generation Z employees who experience a balance between work and personal life, have career development opportunities, and receive adequate Compensation  tend to show higher loyalty to the company.

This study aims to analyze the marketing strategies implemented by the Burger Eat Aja MSME to increase its competitive advantage amidst the intense competition in the culinary industry. The research method used is descriptive qualitative with a case study approach. Data were obtained through direct observation, interviews with the owner and consumers, and documentation of business activities. Furthermore, the data were analyzed using the SWOT, EFAS, IFAS, and IE matrix methods to obtain a comprehensive picture of the business position and applicable strategies. The results show that Burger Eat Aja has several key strengths, including a strategic business location, a distinctive taste that distinguishes it from competitors, and a varied menu that is able to attract consumers from various segments. However, several weaknesses were also found, such as relatively higher product prices compared to competitors, inconsistent service quality, and limited available facilities. On the other hand, there are significant opportunities that can be utilized, such as the increasing trend of fast food consumption, the development of online application-based delivery services, and the effectiveness of promotions through social media in reaching a wider consumer base. Threats faced include the large number of new competitors, fluctuations in raw material prices, and dynamic changes in consumer tastes. Based on the IE matrix analysis, Burger Eat Aja is in quadrant II (Grow and Build), indicating that an aggressive growth strategy is necessary. Recommended strategies include improving service quality, regularly innovating menu items in line with trends, optimizing digital promotions, and strengthening customer relationships to foster loyalty. With this strategy, Burger Eat Aja is expected to maintain its presence and strengthen its position in the culinary industry.  

In the ever-evolving e-commerce era, the Nibras Online Warehouse plays a crucial role in supporting the distribution of Muslim clothing products throughout Indonesia. This strategic role demands an accurate and efficient inventory management system to ensure smooth and timely order fulfillment. One of the main challenges faced is the discrepancy between inventory data recorded on the website and the actual physical stock available in the warehouse. This discrepancy not only impacts delivery delays but also has the potential to reduce customer satisfaction and the company's overall image. This study aims to analyze the root causes of the inventory management system and develop practical solutions to ensure data consistency between the digital system and real-world conditions. The methods used include literature review, direct field observations, in-depth interviews with warehouse staff, and documentation of daily operational processes. Through an analytical approach using the 5 Whys method and a fishbone diagram, it was found that factors such as delays in data input, lack of synchronization between the operational and IT divisions, and an undocumented goods receipt process were the main causes of inventory data discrepancies. To address this, it is recommended to implement a real-time technology-based inventory management system integrated with the online sales system. Additionally, training warehouse employees on new standard operating procedures (SOPs) and regular stock audits are crucial steps to create transparency and efficiency. These steps are expected to improve data accuracy, accelerate decision-making, and support sustainable business growth. Regular evaluations are also necessary to ensure the implemented system remains relevant and adaptable to the dynamics of warehouse operations.

This study aims to determine: (1) the intensity of playing online games among students at SMP Negeri 16 Singkawang, (2) the level of emotional intelligence among students at SMP Negeri 16 Singkawang, and (3) the relationship between the intensity of playing online games and emotional intelligence among students at SMP Negeri 16 Singkawang. This research uses a quantitative approach with a causal associative research design. The population of this study consisted of students from classes VII D, VIII D, and IX D at SMP Negeri 16 Singkawang, totaling 105 students, with a research sample of 105 students selected using a total sampling technique. Data analysis to determine the intensity of playing online games and emotional intelligence among students was carried out using descriptive statistical analysis. Meanwhile, to analyze the relationship between the intensity of playing online games and emotional intelligence, the Pearson product-moment correlation technique was used. The results of the data analysis show that: (1) the level of online game playing intensity among students at SMP Negeri 16 Singkawang falls into the low category (36.87), (2) the level of emotional intelligence among students is in the high category (112.8), and (3) there is no significant relationship between the intensity of playing online games and emotional intelligence among students, with an R value of -0.124. Therefore, it can be concluded that there is no relationship between the intensity of playing online games and the emotional intelligence of students at SMP Negeri 16 Singkawang. In conclusion, the higher the intensity of playing online games, the lower the emotional intelligence of students.

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.