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Oatside as one of the local oat drink brands chose Maudy Ayunda as a brand ambassador to strengthen the product's image among TikTok users. The selection of public figures who have a positive reputation, academic achievements, and intellectual image is expected to be able to increase consumer trust in products. However, the effectiveness of the credibility of a public figure in influencing the buying interest of the audience still needs to be tested empirically. This study aims to determine the relationship between Maudy Ayunda's credibility as a brand ambassador and the interest of TikTok account @oatside.id followers to Oatside products. The research uses a quantitative approach with a correlational method and is based on the Theory of Source Credibility which includes three main dimensions, namely expertise, trustworthiness, and attractiveness. The research sample amounted to 99 respondents who were followers of the TikTok account @oatside.id and were obtained using a simple random sampling technique. Data analysis was carried out descriptively and inferentially through the Spearman Rank correlation test to find out the relationship between variables. The results of the study show that Maudy Ayunda's credibility has a significant and positive relationship with the buying interest of followers with a moderate level of relationship, so that the credibility of brand ambassadors plays an important role in digital marketing strategies through social media.

The advancement of social media platforms, especially TikTok, has drastically changed the behavioral patterns and lifestyles of Generation Z. One psychological impact of intensive social media use is Fear of Missing Out (FoMO), which is the worry of missing out on news, trends, or viral social activities. This study aims to reveal how FoMO affects the lifestyle of Generation Z active on TikTok, focusing on aspects of mental health, shopping habits, and the balance of social interactions. This research uses a literature study approach with a qualitative descriptive method, through in-depth analysis of 21 scientific articles published between 2019 and 2025. The findings show that FoMO is associated with increased anxiety, depression, personal dissatisfaction, and excessive social media use among Generation Z. Furthermore, FoMO also drives impulsive consumption patterns and purchases triggered by online trends as well as the desire for social approval. On the other hand, internal factors such as self-confidence and self-control ability have proven to reduce the level of FoMO and its negative effects. This study concludes that FoMO is a complex phenomenon that impacts the mental health and lifestyle of Generation Z, thus requiring measures such as increasing digital literacy, strengthening self-control, and using social media wisely to reduce the negative impacts of FoMO in the long term.

This research focuses on the use of social media among Gen Z students at the Faculty of Economics, Universitas Nasional Pasim, specifically in their first semester, with the primary obejctive of identifying the impact of social media usage on entrepreneurial interest Gen Z. Utilizing a quantitative method with a population of 94 individuals and a sample derived using a 5% margin, data were collected through questionnaires. The analytical results through validityand reliability tests confirmed that all data were both valid and reliable, while the simple regression analysis indicated that the regression model is feasible and relevant. This is evidenced by an R-Square value os 0.575, showing that 57,5% of the variation in entrepreneurial interest is influenced by social media usage, while the remaining 42.5% is affected by external factors. Furthermore, the F-count of 19.580 exceeds the F-table of 3.10, proving that social media usage significantly impacts entrepreneurial interest for instance, platforms like TikTok serve not only as entertainment but also as vital tools for information, business learning, and promotion. Such platforms encourage students to develop the courage to build businesses and foster independence, creativity, risk taking and readiness to create jobs and face future economic challenges. Ultimately, utilizing social media in a positive and productive manner serves as an effective strategy for cultivating the entrepreneurial spirit an dinterest among Gen Z.  

The development of digital technology has influenced children's communication and social interaction patterns, including at the elementary school level. One widely used platform is TikTok, which provides short video content with a combination of visual and verbal communication. This study focuses on analyzing the influence of TikTok content on the communication and self-expression patterns of elementary school students at MIM Ngadirejan. The research used a descriptive qualitative approach with a case study method. Data were collected through in-depth interviews with students and teachers, observations of student communication behavior in the school environment, and analysis of TikTok video content frequently watched by students. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results show that consuming TikTok content influences students' use of informal language, adoption of popular terms, and imitation of non-verbal expressions. Furthermore, TikTok use also increases students' creativity and courage in expressing themselves, requiring parental guidance and strengthening digital literacy.

Football in Indonesia is not merely a sport but a social phenomenon that triggers massive public emotional engagement. Every result of the Indonesian National Team, particularly in prestigious events such as the FIFA World Cup Qualifiers, often generates waves of opinion in digital spaces filled with criticism, support, and disappointment. The failure of the Indonesian National Team in the 2026 FIFA World Cup Qualifiers has become an important momentum to systematically understand public perception. The purpose of this study is to identify the distribution of public sentiment and to reveal the main issues most frequently discussed through keyword visualization, thereby providing an overview of societal reactions. This research utilizes 971 comments from the TikTok platform as the primary dataset, collected through a crawling process and processed using text mining stages before being classified with a sentiment analysis method. The findings indicate a sentiment distribution dominated by Neutral at 63.67%, Negative at 32.36%, and Positive at 3.97%. The word cloud visualization highlights dominant keywords such as “Pecat” (Dismiss), “Evaluasi” (Evaluation), and “PSSI” (Indonesian Football Association), reflecting public criticism of managerial aspects, although positive words such as “Semangat” (Spirit) and “Dukung” (Support) also appear, emphasizing supporter loyalty. These results contribute to an empirical understanding of the issues most highlighted by the public and the distribution of collective emotions, which can serve as a basis for PSSI and stakeholders in formulating communication strategies, policy evaluations, and improvements to the national football management system.

Background: Compliance with routine infant immunization is essential for the success of vaccination programs and the prevention of vaccine-preventable diseases. However, adherence to immunization schedules remains suboptimal due to limited parental knowledge, concerns about vaccine safety, and the limited effectiveness of conventional health education. Audio-visual media offer a promising solution by delivering information in a more engaging, clear, and consistent manner. Objective: This study aimed to evaluate the effectiveness of audio-visual educational media in improving adherence to basic immunization among infants in the service area of the Rum Balibunga Community Health Center. Methods: A quasi-experimental design with a one-group pretest-posttest approach was used. The sample included 40 mothers with infants aged 0-12 months selected through purposive sampling. Participants received an educational video on basic immunization. Adherence was assessed before and after the intervention based on completeness and timeliness according to the national schedule. Data were analyzed using univariate and bivariate methods, with the McNemar test for paired categorical data. Results: There was a significant improvement in immunization adherence after the intervention. Statistical analysis confirmed a meaningful difference before and after exposure, indicating the effectiveness of audio-visual media. Conclusion: Audio-visual education is an effective strategy to improve infant immunization adherence and can be widely applied in primary healthcare settings.

Indonesian Migrant Workers (PMI) face the problem of stigmatization and negative image that has been rooted in public perception for several decades, where the social construction of TKI is dominated by narratives of exploitation, violence, and victimization reinforced by conventional mass media coverage. The phenomenon of TKI emerging as content creators on the TikTok platform opens new opportunities for migrant workers to represent themselves independently and build personal Branding that has the potential to reconstruct their image in public perception. This study aims to analyze the personal Branding strategies of TKI content creators on TikTok, measure the engagement patterns and reach of the content produced, and evaluate the transformation of public perception toward Indonesian migrant workers as an implication of these digital communication practices. This study uses a qualitative approach with a case study design to explore the process of image reconstruction through personal Branding on the TikTok platform. Data were collected through in-depth interviews with five TKI content creators who have followers ranging from 750 thousand to 2.3 million, interviews with 50 active followers, and interviews with two digital communication experts. The research findings show that TKI content creators implement personal Branding strategies through content authenticity, narrative consistency, and positioning differentiation with engagement rates. Public perception changed significantly with a decrease in negative perception from 68 percent to 18 percent and an increase in positive perception from 10 percent to 55 percent within an exposure period of more than 12 months. Image reconstruction occurs through three mechanisms: humanization that displays the human side of TKI, normalization that elevates the profession as work worthy of respect, and inspiration that demonstrates their positive achievements. This study recommends that the government and related stakeholders support digital literacy for migrant workers to optimize social media platforms as a means of empowerment, as well as promote policies that protect and appreciate the contribution of TKI as an integral part of national economic development.

The development of digital technology has significantly transformed music consumption and marketing strategies in the creative industry. The shift from physical media to digital platforms, especially short-form video-based social media like TikTok, has created a new ecosystem that emphasizes interactivity, community participation, and organic music distribution. TikTok allows users to incorporate song snippets into creative content, positioning music as both entertainment and a symbol of digital identity. This shift reveals that music popularity is now primarily driven by recommendation algorithms and user-generated content rather than traditional promotion. This study adopts a qualitative descriptive approach with phenomenological analysis to explore the relationship between music consumption behavior and marketing strategies on TikTok. Findings indicate that algorithms act as digital curators, influencing audience preferences, while user participation accelerates the viral spread of songs through challenges, remixes, and content reproduction. Effective music marketing strategies must be data-driven, trend-responsive, and capable of leveraging users' emotional and social engagement. TikTok thus serves not only as a distribution platform but also as a space for constructing global popular culture. This study contributes to digital media scholarship and offers practical implications for designing sustainable marketing strategies in the ever-evolving digital ecosystem.

In today’s digital era, social media has become a new space for individuals to develop their personal creativity. This study analyzes the content strategy of the TikTok account @buiramira in building audience engagement and understanding the impact it has on the account’s image. The background of this research stems from the phenomenon of increasing social media usage, particularly TikTok, as a means of communication, entertainment, and promotional media. Using McGuire’s information processing theory, the study finds that followers’ perceptions of the TikTok account @buiramira as a source of information for thesis learning are very positive, making it suitable as a learning platform. The content presented not only provides technical knowledge but also shapes students’ attitudes and behaviors in facing the thesis process.This research employs a descriptive qualitative method  with data collection techniques including content observation, interviews, and documentation. The results show that the @buiramira account successfully builds strong interaction with its audience through consistent uploads, the use of a communication style that feels close to viewers, and the utilization of current trends. In addition, the study finds that audience engagement is strongly influenced by a combination of content creativity, relevant topic selection, and the account owner’s ability to maintain emotional closeness with followers. These findings emphasize the importance of well-planned digital communication strategies in managing social media accounts, so that they can provide benefits both personally and professionally.

The use of the social media platform TikTok as a learning medium in Social Studies (IPS) has emerged as an innovative strategy to enhance students’ learning creativity and engagement in the digital era and within the Merdeka Curriculum framework. This study aims to examine the effectiveness of TikTok in supporting creative learning processes, particularly in helping students understand Social Studies content in a visual, interactive, and easily accessible manner. The research was conducted through an online training seminar involving teachers and students, which included material delivery, demonstrations of TikTok usage, hands-on practice in creating learning content, and trial implementation in classroom learning activities. The analysis focused on three main aspects: (1) the improvement of teachers’ competencies in designing creative TikTok-based learning media, (2) students’ responses and learning experiences when using the platform, and (3) the effectiveness of the media in enhancing students’ understanding of Social Studies concepts. The results indicate that the use of TikTok improves the quality of learning media created by teachers and facilitates students’ independent learning. Pre-test and post-test data show an increase in students’ conceptual understanding, while student responses reveal a high level of learning interest through visual and interactive media. Nevertheless, several challenges related to device availability and internet connectivity were identified among some participants. In conclusion, TikTok is effective as an independent learning medium for Social Studies and contributes positively to improving students’ understanding and learning motivation. The study recommends continuous mentoring for teachers, strengthening ICT infrastructure, and further development of diverse learning media to support learning needs within the Merdeka Curriculum.

The development of digital media has created new spaces for Islamic preaching practices, particularly through social media platforms such as TikTok and YouTube. Amid the proliferation of religious content that may trigger social polarization, preaching based on Ahlussunnah wal Jama’ah (Aswaja) values plays a crucial role in strengthening religious moderation. This study aims to analyze the internalization of Aswaja values tawassuth (moderation), tasamuh (tolerance), and tawazun (balance) in digital da’wah content on TikTok and YouTube from the perspective of Islam Nusantara. This research employs a qualitative approach using content analysis of selected da’wah videos chosen through purposive sampling. The findings indicate that Aswaja values are internalized contextually and adaptively according to the characteristics of each platform. TikTok functions as an effective medium for delivering concise and persuasive messages, particularly related to tolerance and religious moderation, while YouTube serves as a space for deeper, more argumentative, and reflective Islamic discourse. These findings affirm that Aswaja based digital da’wah within the framework of Islam Nusantara plays a strategic role in promoting religious moderation and maintaining social harmony in a plural digital society.

The rapid development of digital technology requires communities to possess basic digital marketing literacy and skills in order to adapt to technology-based communication and marketing patterns. The main problem faced by the target participants in this Community Service Program was the low level of understanding and basic skills in utilizing digital media, particularly YouTube and TikTok, for promotion and information dissemination. This program aimed to enhance the capacity of beginners through an applied and contextual basic digital marketing training. The method employed an educative and participatory approach through interactive lectures, discussions, and hands-on content creation practices. The results indicate an improvement in participants’ understanding of digital marketing concepts, their ability to use social media functionally, and their initial readiness to produce simple digital content. These findings confirm that a beginner-oriented training model is effective as a community empowerment instrument in the digital era. This program contributes to strengthening digital literacy and has the potential to be replicated in other communities with similar characteristics.

This study evaluates the legal perspective concerning business competition in Indonesia regarding alleged abuse of dominant power in the competition between digital platforms TikTok Shop (including the acquisition of Tokopedia) and Shopee. The method applied is normative juridical with a case study approach, referring to Law Number 5 of 1999, particularly Articles 19–21 related to market control and Article 20 concerning below-cost selling practices. The analysis focuses on inter-platform integration, aggressive discount strategies, use of cross-platform data, as well as post-acquisition behavior that may hinder healthy competition. The assessment is conducted by considering market structure, business actors' behavior, and law enforcement efforts by the Business Competition Supervisory Commission (KPPU). Research findings indicate that although TikTok Shop has strong competitiveness following the acquisition, proving the existence of abuse of a dominant position requires meeting legal and economic provisions rigorously. Therefore, the implementation of conditional approval and remedial measures by the KPPU is considered a reasonable step to maintain a healthy business competition environment in the digital era.

This Community Service (PKM) activity aims to improve the quality of human resources (HR) among Posyantek administrators in North Serpong District through the management of Appropriate Technology (TTG). The challenge faced by partners is the limited understanding and skills of Posyantek administrators in managing and utilizing TTG optimally and sustainably. The implementation method included counseling, training, discussions, and hands-on practice related to Appropriate Technology management that aligns with the needs and potential of the local community. The results of the activity indicate an increase in the knowledge, skills, and professional attitudes of Posyantek administrators in TTG management. Furthermore, this activity also strengthened motivation and collaboration among Posyantek administrators in carrying out their role as technology facilitators at the sub-district level. This PKM activity was concluded to be effective in improving the quality of human resources among Posyantek administrators and is expected to have a long-term impact on Posyantek development and community empowerment based on Appropriate Technology in North Serpong District.

This study discusses fiqh ibadah as an important branch of fiqh that regulates the procedures for performing worship in accordance with Islamic law. The main objective of this study is to clarify the basic concepts of law, principles, and scope of worship in Islam so that its implementation is in accordance with sharia provisions. The data sources consist of primary literature (the Qur'an and Hadith) by analyzing scientific works from Google Scholar from 2018 to 2025 sourced from Indonesian and English journals. This study systematically describes the meaning of fiqh ibadah, sharia, and the legal basis derived from the Qur'an, sunnah, ijma, and qiyas. It includes complete arguments such as istihsan, maslahah, and urf. The discussion also covers the principles of ibadah mahdhah, which emphasize the necessity of evidence in its implementation to prevent bid'ah practices. The scope of fiqh ibadah focuses on four main acts of worship, namely prayer, zakat, fasting, and hajj, which have specific provisions in sharia. In addition, it also discusses the essence and purpose of worship, which shows that worship is a form of submission and love of a servant to Allah SWT and the main purpose of human creation. Through an understanding of fiqh worship, Muslims are expected to be able to perform worship correctly, validly, and accepted by Allah SWT, as well as a means of achieving benefit and happiness in this world and the hereafter.

This study examines sarcastic utterances by netizens on TikTok during the 2024 Gorontalo Regional Election, focusing on their forms, functions, and influencing factors. The research analyzed comments on TikTok videos related to the election, specifically those containing sarcasm, selected purposively. Using a qualitative descriptive approach, the study categorized sarcastic utterances into four forms: (1) action sarcasm, (2) trait sarcasm, (3) result-of-action sarcasm, and (4) advisory sarcasm. The functions of these utterances include expressing opinions, prohibition, information, emphasis, rejection, commands, and statements. The study also identified two main factors influencing the use of sarcasm: emotional outbursts and disappointment toward the candidate pairs. The findings suggest that sarcasm is employed as a medium for expressing attitudes, emotions, and political judgments in digital discourse. This research highlights the role of sarcastic speech acts in the political conversation on social media during election campaigns.

This community service program focuses on the theme of creative economy with the aim of encouraging innovation in agricultural products to increase added value and income for Micro, Small, and Medium Enterprises (MSMEs) in Sumber Urip Village, Selupu Rejang District, Rejang Lebong Regency. Although the village has abundant agricultural potential, local products have not been optimally developed due to limited knowledge in processing, packaging, and marketing. The program employed a participatory-educative approach that emphasized active community involvement at every stage, including potential identification, socialization of creative economy concepts, product innovation training, and practical assistance in packaging and marketing. The participants consisted of farmers, MSME actors, and the Bukit Kaba Tourism Awareness Group (Pokdarwis) as strategic partners in developing a tourism-based market. The results indicate that the implementation of creative economy principles improved community understanding of product innovation, hygienic and value-added packaging, and appropriate marketing strategies targeting Bukit Kaba visitors. The strategic selling location at the Bukit Kaba tourism post further enhanced product visibility and market reach. Overall, this program demonstrates that creative economy-based community assistance can effectively strengthen MSME competitiveness, increase household income, and promote sustainable integration between agriculture, local entrepreneurship, and rural tourism development.

The widespread use of TikTok across all age groups, including schoolchildren, has raised concerns regarding their social-emotional development. This study aims to analyze the impact of TikTok use on the social-emotional development of elementary school children aged 7-12. The study used a descriptive qualitative method. Data were collected through questionnaires with 17 students in the Jepara area, as well as questionnaires with 10 parents as supporting data. The results indicate that TikTok use has both positive and negative impacts. Positively, TikTok increases self-confidence, creativity, and facilitates conversation in social interactions. However, negatively, 64.7% of students use TikTok for more than two hours per day, 70.6% of children feel anxious if not accessing TikTok, and 47.1% experience sleep disturbances. Furthermore, the social-emotional aspect presents a serious challenge, with anger or irritation arising when usage time is limited. This study concludes that although children prioritize learning, the negative impact of TikTok on social-emotional learning requires active parental supervision.

This study critically examines the emerging phenomenon of celebrity preachers as a significant form of religious commodification within the realm of digital da’wah. The rapid proliferation of social media has fundamentally transformed how religious messages are disseminated, with platforms like YouTube, Instagram, and TikTok becoming primary channels. Utilizing a quantitative methodology that combines comprehensive literature studies with online questionnaires distributed to social media users, this research investigates public perceptions regarding digital da’wah practices and high-profile preachers. The findings reveal a commodification process characterized by three key aspects: the tailoring of content to suit market preferences, the shift of audiences into active consumers, and the strategic construction of public images by preachers to sustain popularity. While respondents value the accessibility of digital da’wah, they strongly emphasize the necessity of ethical boundaries to preserve its spiritual essence. Consequently, digital da’wah requires sincerity, scholarly integrity, and moral responsibility to remain an authentic medium for Islamic teachings.

The development of social media has shifted the way humans interpret spirituality and construct self-identity, giving rise to the phenomenon of digital religiosity that is all-visual, instant, and performative. This study aims to analyze how representations of spirituality in social media culture contribute to the crisis of self in modern humans, by interpreting this phenomenon through the metaphysical perspective of Seyyed Hossein Nasr. Using a qualitative approach with a descriptive-analytical design that enriches digital ethnography, this study collects data through documentation of spirituality-themed content on TikTok, Instagram, and YouTube, as well as a literature review of Nasr's works and literature related to digital spirituality. Thematic analysis shows that spirituality in social media is formed through symbolic aestheticization, the commodification of religious values, and identity performances oriented towards algorithms and public validation. These findings demonstrate the symptoms of the desacralization of modernity as criticized by Nasr, namely the erosion of spiritual depth due to the dominance of images and the narrowing of transcendent meaning. This study emphasizes that social media is not just a medium, but a space for the formation of consciousness that can facilitate and endeavor the spiritual search of modern humans. Theoretically, this research contributes to the study of digital spirituality and the critique of modernity; In practice, he encourages more critical digital literacy so that people can manage spiritual experiences more authentically.