Publication Search

This study aims to analyze the influence of Instagram social media promotion effectiveness on brand awareness and consumer purchase intention, with a case study on Bistro Balige, North Sumatra. Using a quantitative approach with a survey method, this research involved 70 respondents selected through purposive sampling. Data were analyzed using the Structural Equation Model (SEM) with the assistance of SmartPLS 4.0. The results show that the effectiveness of Instagram promotion has a positive and significant effect on brand awareness and consumer purchase intention. However, brand awareness does not have a significant influence on purchase intention. These findings provide valuable insights for culinary businesses in tourist areas like Lake Toba in optimizing their digital promotion strategies.      

Micro, Small, and Medium Enterprises (MSMEs) are very important to the Indonesian Economy, but often MSMEs face problems in terms of marketing and management. In an effort to increase consumer buying interest, this Service Activity investigates effective marketing, branding, and employee performance strategies for MSMEs. Cheesecuit Micro, Small, and Medium Enterprises (MSMEs) face key challenges related to marketing, branding, and performance that can impact consumer awareness and interest in purchasing products. This service identifies factors that influence consumer buying interest and analyzes what marketing, branding, and management strategies are appropriate to increase consumer buying interest for cheesecuit businesses. The proposed solutions include building an integrated marketing strategy, utilizing digital marketing, improving product quality, building partnerships and distribution networks, training and mentoring for MSMEs, as well as improving Resource Management in improving employee performance. This service activity is expected to have a positive impact on business actors in order to increase consumer purchasing power and provide benefits for business owners.    

The increasingly massive use of social media has opened up opportunities for the development of the business sector. This reality also provides opportunities for the growth and development of local products. One local brand that has developed quite well by utilizing social media, especially TikTok, is the Tenue de Attire brand. This research aims to analyze strategies for increasing brand awareness through creative content in TikTok Brand Tenue de Attire social media marketing. This research uses a descriptive qualitative approach, data was obtained using literature review techniques and official publications. Tenue De Attire's marketing strategy shows that they can use social media, especially TikTok, to increase brand awareness and introduce their products to the public. They managed to create a strong connection between the audience and the brand by focusing on creating engaging video content, especially by using adaptable ideas and following popular trends. Tenue De Attire uses an Inbound Marketing approach to direct TikTok users from the stage of attracting attention to the stage of becoming potential customers, by using interesting content to provide information about their products indirectly. Inbound marketing strategy has four stages, namely: Attract, Convert, Close and Delight. Using TikTok's Shop and Live features also helped them increase customer relations and sales. Therefore, Tenue De Attire has achieved success thanks to its innovative and smart marketing strategies.  

The rapid development of digital technology has brought significant changes to society, particularly in the use of social media and internet-based services. However, the low level of public understanding regarding personal data protection has increased the risks of data misuse, online fraud, and privacy violations. This community service activity aims to improve public legal awareness regarding the importance of personal data protection in the digital era. The activity was conducted in Sidodadi Village on December 20, 2023, through socialization, legal counseling, interactive discussions, and question-and-answer sessions. The materials presented included the definition of personal data, forms of personal data misuse, legal protection based on Law Number 27 of 2022 concerning Personal Data Protection, and measures to maintain personal data security. The results of the activity showed an increase in public understanding of the importance of protecting personal data and using digital media more safely and wisely. In addition, this activity encouraged the emergence of new public awareness regarding the importance of protecting privacy rights in digital life. Therefore, legal socialization on personal data protection plays an important role in improving public legal literacy and digital literacy.

This study aims to provide a comprehensive understanding of cybercrime and to propose actionable strategies that strengthen law enforcement's response in an increasingly digital world. The study systematically analyzes existing legal frameworks and enforcement strategies to assess their efficacy in addressing these complex crimes. It highlights the gaps in legislation and the limitations of current technological capabilities that hinder effective law enforcement. By addressing these challenges collaboratively, law enforcement can enhance its effectiveness in safeguarding society against the evolving landscape of cyber threats. Enforcement agencies in combating it. It examines the types of cybercrimes prevalent in the digital era, including hacking, identity theft, and online fraud. The study evaluates the effectiveness of current legal frameworks and law enforcement strategies in addressing these crimes. Additionally, it proposes solutions to enhance collaboration between international agencies, improve technological capabilities, and raise public awareness about cyber threats, aiming to strengthen the response to cybercrime. Additionally, raising public awareness about cyber threats is crucial for prevention. The research advocates for educational campaigns that inform citizens about the risks and protective measures related to cybercrime.

Micro Small and Medium Enterprises (MSMEs) are experiencing the impact of the Covid-19 pandemic. The decline in consumer purchasing power is a challenge for SMEs in carrying out their business production. One of the opportunities for MSME actors to survive in the current pandemic is by maximizing online sales. But not a few MSME actors who still do not understand to use online sales. Therefore, it is necessary to empower the community of MSME actors in trying online markets or other options by empowering MSME actors in branding superior products. By using and managing the right digital media, it is hoped that business actors can increase public interest in products. Digital media that can be used include Instagram, Facebook, WhatsApp, Youtube, GrabFood/Go-Food or other platforms. Business actors can also carry out brand awareness offline, that is, they can develop innovations that do not yet exist, such as promotions by distributing brochures, creating attractive menu lists or creating price tags. The approach method used in community service this time is in the form of mentoring business actors regarding the development of MSME business innovations where members go directly to the field. This MSME assistance activity was carried out. The process of SME Mentoring activities is in the form of interviews with business owners to find out the current situation of their business conditions, members help make snack box orders, make banners/banners and price tags as an effort to carry out brand awareness, and members also provide medical equipment in the form of masks, hand sanitizer, and plastic gloves to business managers as a form of attention to always maintain health protocols when interacting with customers.

This study aims to analyze the role of digitalization through e-commerce and social media marketing in improving the competitiveness of fashion sector MSMEs in the Industrial Age 4.0. This study uses a descriptive quantitative method with data collection through questionnaires from 33 MSMEs that have utilized digital platforms. The results showed that social media marketing has a significant influence on MSME competitiveness (p = 0.028), while e-commerce did not show a significant influence (p = 0.601). These findings highlight the importance of optimizing social media marketing in creating customer loyalty and increasing brand awareness, although e-commerce still faces barriers such as technological literacy and infrastructure limitations. This research makes a practical contribution by recommending digital skills training and infrastructure support to maximize the potential of digitalization for MSMEs. In addition, the theoretical implications of this study open up opportunities for the exploration of other variables, such as product innovation and business networks, to improve MSME competitiveness more comprehensively.

Abstract. One technology that is widely used today is ChatGPT, a chatbot that utilizes AI in its operation. One of the impacts that needs to be considered is the decline in student interest in reading. Students reading interest may decrease due to the convenience offered by ChatGPT through services that use natural human language. The purpose of this study is to determine and analyze the effect of using ChatGPT on students' reading interest as well as identify other factors that may affect reading interest. This study investigates the effect of using AI ChatGPT on reading interest by involving respondents through filling out a Google Form questionnaire, that is Information Systems students at ITS. The results showed that there was no significant effect of using ChatGPT on the reading interest of ITS Information Systems students. The proposed recommendations include increasing student awareness of the importance of reading accredited literature, books, and scientific articles in the era of digital development. In conclusion, this study provides an in-depth insight into the influence of AI Chat GPT respondents regarding the reading interest of ITS Information Systems students.   Keywords: Artificial Intelligences (AI), Chat GPT, Reading Interest.   Abstrak. Salah satu teknologi yang marak digunakan saat ini adalah ChatGPT, sebuah chatbot yang memanfaatkan AI dalam operasinya. Salah satu dampak yang perlu diperhatikan adalah penurunan minat baca mahasiswa. Minat baca mahasiswa dapat menurun karena kemudahan yang ditawarkan oleh ChatGPT melalui servis yang menggunakan bahasa alami manusia. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh penggunaan ChatGPT terhadap minat baca mahasiswa serta mengidentifikasi faktor lain yang dapat mempengaruhi minat baca. Studi ini menyelidiki pengaruh penggunaan AI ChatGPT terhadap minat baca dengan melibatkan responden melalui pengisian kuesioner Google Form yaitu mahasiswa Sistem Informasi di ITS. Hasil penelitian menunjukkan bahwa tidak ada pengaruh yang signifikan dari penggunaan ChatGPT terhadap minat baca mahasiswa Sistem Informasi ITS. Rekomendasi yang diajukan mencakup peningkatan kesadaran mahasiswa akan pentingnya membaca literatur terakreditasi, buku, serta artikel ilmiah di era perkembangan digital. Kesimpulannya, penelitian ini memberikan wawasan mendalam mengenai pengaruh AI Chat GPT responden terkait minat baca mahasiswa Sistem Informasi ITS. Kata kunci: Artificial Intelligences (AI), Chat GPT, Minat Baca.  

Social media marketing activities are important for companies to market their products in this digital age, where they can help companies continue to compete in the market. Therefore, this study aims to determine the size of the influence of social media marketing activity, brand awareness, brand image to willingness to pay premium price which is mediated by brand equity in Skintific products. The population in this study were people who had bought Skintific products once or more in the Jabodetabek areas. This research is a quantitative study using primary data as well as data collection techniques carried out in this study, namely using questionnaires distributed questionnaires using a Likert scale of 1-5 and distributed to 114 respondents. The analytical tool used in this study is Structural Equation Model (SEM). The findings in this study show that social media marketing activity, brand awareness, brand image, brand loyalty have a significant effect on willingness to pay premium price. Then, this study has limitations, namely the number of samples that are still not large enough to describe the actual situation.      

The purpose of this activity is to provide insight into relevant leadership skills, increase adaptability, and empower students to lead effectively in a dynamic work environment. The important target of the seminar Transforming the Digitalization Era in Shaping the Spirit of Leadership in Gen-Z and Millennials is all students of the Potensi Utama University, study program in preparing the younger generation to become adaptive, innovative, inclusive, and ethical leaders in the digital era. Through increased understanding of technology, development of leadership skills, formation of a collaborative spirit, expansion of professional networks, and ethical awareness, this seminar is expected to produce future leaders who are ready to face the complexities and opportunities offered by the modern world of work. The method was conducted indoors using slides and presentations in front of the students. Several questions and answers about the material provided were held to facilitate all students in understanding and knowing more about the material that had been delivered previously. The implementation of community service activities took place in the Hall Building B, University of Main Potential Medan starting at 09.00 WIB until completion, attended by 400 student participants from all study programs at the University of Main Potential both offline and online (zoom). Activities in the form of direct delivery of material. The results of the seminar activities are that students are expected to develop adaptive and innovative skills in accordance with the demands of the times, students will also be able to recognize and overcome the challenges of digitalization, as well as implement effective leadership strategies, In addition, this seminar aims to expand the professional network of participants, so that they can collaborate and share experiences with peers. Overall, the seminar is expected to produce young leaders who are ready to face the dynamics and complexities of the modern working world.

In the digital era, universities play an important role in developing policies and technology to ensure students' academic integrity. This research aims to explore and analyze holistically the contribution and effectiveness of universities in maintaining academic integrity in the digital era. The research method used is a literature review with a semi-systematic review approach, which is then expanded with bibliometric analysis using the VOSViewer tool. Of the 115 papers identified in the bibliometric analysis with the keyword “college plagiarism”, it was found that the term “plagiarism” was often associated with “student”, “college”, “academic”, and “plagiarism”. Key relevant terms include “training”, “locus of control”, “rabin-karp”, “text mining”, “hash”, “levenshtein distance algorithm”, “similarity”, and “publication”. Universities should conduct training and strengthen students' locus of control to instill integrity values. The concept of “similarity” in plagiarism detection helps maintain the originality of academic work, while “rabin-karp” and “text mining” technologies are used to recognize plagiarized text and find suspicious patterns. The “hash” concept and “Levenshtein distance algorithm” are important in maintaining academic integrity, and “publication” ensures research meets academic integrity standards. Universities leaders are responsible for preventing plagiarism by implementing code of ethics and promoting awareness and understanding within the entire academic community.

In the rapidly developing digital era, the concept of the Unitary State of the Republic of Indonesia (NKRI) has an increasingly important role in preventing political conflict and strengthening national unity. As a country consisting of various tribes, religions, cultures and diverse backgrounds, Indonesia is faced with great challenges in maintaining its integrity and stability. Political conflict is one of the threats that can threaten national unity and integrity, especially in a digital context which allows information to spread quickly and widely without geographical boundaries. In the complexity of current political dynamics, the concept of the Republic of Indonesia is not just an empty slogan, but a real guideline in maintaining the unity and integrity of the nation. By building collective awareness of the importance of unity, Indonesia can face the challenges of the digital era more firmly. The aim of this scientific article is to explain the role of the concept of the Unitary State of the Republic of Indonesia (NKRI) in preventing political conflict in the digital era and to analyze the challenges and threats faced in maintaining the unity of the Indonesian nation amidst the dynamics of the digital era.    

The popular short video platform TikTok, has emerged as a major player in the global e-commerce landscape. This research aims to understand the role of TikTok in increasing global e-commerce through a literature study. The main aim of this research is to understand how Tik Tok can improve global e-commerce. This research uses a qualitative approach with a literature study method. Data was collected from a variety of sources, including scientific journals, news articles, and industry reports. Data was analyzed using qualitative content analysis techniques. This research found that TikTok can increase global e-commerce through several mechanisms, including: Increasing brand awareness and consumer engagement. Driving impulse purchases and conversions Building community and customer loyalty and Facilitating influencer marketing and brand collaborations TikTok is a powerful tool that businesses can use to scale global e-commerce. Businesses looking to capitalize on TikTok must develop an effective strategy that leverages the power of the platform.

This research employs a quantitative research methods to analyze the important role of Public relations (PR) in building brand equity and the existence of Wuling Air EV electric car products in Indonesia. In an era that increasingly emphasizes environmental issues, the automotive industry is turning to environmentally friendly vehicles such as electric cars. Wuling, as a newcomer in this market, faces challenges in building consumer trust and competing with established brands. Through effective PR strategies, such as media relations, digital campaigns, and active participation in social media, Wuling strives to increase brand awareness, positive image, and customer loyalty. With a focus on educating consumers about the benefits of electric vehicles, Wuling Air EV is expected to maintain and strengthen its position in the competitive automotive market.

In an increasingly advanced digital era, it is important to build a positive internet culture based on ethics and citizenship in order to increase public awareness in the digital era.  Values education and digital citizenship play an important role in shaping responsible and positive online behavior.  Through values education, the younger generation can be prepared to become global citizens who are aware of the impact of their online actions.  Ethical and responsible behavior in using digital technology is key in creating a safe and positive online environment.  By building a responsible digital culture, we can reduce the spread of misinformation, hate speech and harmful content, creating a harmonious digital space for all users. Responsible digital citizenship is increasingly important in today’s digital era as technology has become an integral part of  everyday life.  With awareness of the importance of digital citizenship, the younger generation can use technology positively and contribute to the progress of the digital era.  By building a positive internet culture based on ethics and citizenship, we can create an online environment that is inclusive, safe and responsible for all users.

In an increasingly digital era, traditional marketing must be equipped with digital strategies to compete in the global market. The purpose of this study is. develop an effective digital distribution strategy to increase brand awareness and sales of Batik Tulis Asthina. The research method used is a case study with a qualitative approach. Information was also obtained from interviews with the owners. The results show that the use of Tokopedia's social media such as Instagram, Facebook, and Shopee significantly increases brand visibility and interaction with customer

Social media has an increasingly important role in global marketing strategies in today's digital era. This research aims to analyze the impact of social media, especially e-commerce, in improving global marketing. Using literature study and online research methods, this research explores the role of social media in increasing global market access, building global brand awareness, influencing consumer behavior, supporting data-based marketing strategies, and achieving higher marketing efficiency. The results show that social media is not only a promotional tool, but also a key player in global digital business transformation, providing opportunities for companies to grow and compete in an increasingly digitally connected global market.

General elections are an important part of implementing election strategies to increase public participation by implementing cooperation in communication effectiveness to prevent violations. Student problematic efforts have become a major milestone in voicing aspirations to the government so that both parties prioritize wise character in choosing quality political institutions. Student indicators in carrying out their role are conducting political campaigns that are free of money politics through digital media by disseminating through podcasts, posters distributed through social media to attract audience attention and through other digital media. Public awareness to strengthen the selection of institutions in accordance with one's own decision in order to understand the concept of wise voter participation.    

The role of morality in public policy and law enforcement, especially in relation to human trafficking, is increasingly important in the digital era. This article discusses the complexity of these challenges and strategies to prevent human trafficking and protect personal data in Indonesia. A holistic approach is needed, with law enforcement paying attention to the dimensions of morality, integrity and moral courage in policy formulation. In a digital era filled with technological changes, public policy must be able to adapt to these developments while still maintaining strong moral principles. This requires a high level of integrity from policymakers and law enforcers to not only comply with technical rules, but also ensure that their actions are driven by the desire to create a fair and safe environment for all individuals. Recommended strategies include increasing border patrols to prevent the entry of illegal immigrants, cross-border cooperation to cut off human trafficking routes, strengthening regulations related to personal data protection, and increasing public awareness about data privacy. It is hoped that cooperation between the government, institutions and society can overcome this challenge to safeguard human rights and national security

In an increasingly advanced digital era, it is important to build a positive internet culture based on ethics and citizenship in order to increase public awareness in the digital era.  Values education and digital citizenship play an important role in shaping responsible and positive online behavior.  Through values education, the younger generation can be prepared to become global citizens who are aware of the impact of their online actions.  Ethical and responsible behavior in using digital technology is key in creating a safe and positive online environment.  By building a responsible digital culture, we can reduce the spread of misinformation, hate speech and harmful content, creating a harmonious digital space for all users. Responsible digital citizenship is increasingly important in today’s digital era as technology has become an integral part of  everyday life.  With awareness of the importance of digital citizenship, the younger generation can use technology positively and contribute to the progress of the digital era.  By building a positive internet culture based on ethics and citizenship, we can create an online environment that is inclusive, safe and responsible for all users.