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Community service in Wedegan Hamlet, Sambikerep Village, Rejoso Subdistrict, Nganjuk Regency aims to improve the quality of education and religious life in order to strengthen community empowerment. This program involves a participatory approach, in which the community plays an active role in planning and implementing various activities that are relevant to their needs. The main focus of this program is the revitalization of religious activities in local mosques and prayer rooms, improving the quality of non-formal education through tutoring, and developing social skills for teenagers through tambourine art training. In addition, this program also seeks to raise community awareness of the importance of education and religious activities as an integral part of daily life. The results achieved show an increase in community participation in religious activities, improved quality of children's education through tutoring, and the creation of more harmonious social relationships among residents. Community empowerment through this program has made an important contribution to creating sustainable social change at the village level.

The research aims to determine the influence of Sunday school materials on Sunday school behavior at GKPS Marubun Lokkung in 2025. The research hypothesis is that there is a positive influence between Sunday school materials on Sunday school behavior at GKPS Marubun Lokkung in 2025. Descriptive quantitative research method. The total population of Sunday school children aged 8-11 years at GKPS Marubun Lokkung in 2025 is 35 people. The research respondents were the entire population of Sunday school children aged 8-11, totaling 35 people, so this research was population research. The research instrument is a closed questionnaire. The results of data analysis obtained: a) The value of rcount=0.587>rtable=0.334 shows that there is a positive relationship between Sunday school material and Sunday school behavior at GKPS Marubun Lokkung in 2025. b) Regression equation. c) The determination test revealed that the magnitude of the effect was 34.46%. d) Hypothesis testing obtained Fcount=16.946>Ftable=3.32 so H0 is rejected and Ha is accepted. The research concluded that there was a positive influence between Sunday school materials on Sunday school behavior at GKPS Marubun Lokkung in 2025.

This article examines Herbert Marcuse's thoughts in One Dimensional Man as a critique of the dominance of technology and capitalism in shaping the one-dimensional consciousness of modern humans. Using a critical philosophical approach, this study examines how digital technology, which was originally projected as an instrument of liberation, has actually transformed into a subtle means of oppression through the mechanisms of false needs and irrational rationality. Instead of opening up a space for emancipation, technological developments often deepen human attachment to the logic of the consumption-oriented digital capitalist system. The main goal of this research is to reawaken critical awareness and human negation in the midst of virtual reality that increasingly dominates life in the Society 5.0 era. The results of the study show that digital humans tend to experience existential alienation, where deep reflection and authentic freedom are reduced by the flow of instant information, pseudo-entertainment, and consumptive lifestyles. This condition makes individuals trapped in a cycle of obedience to a system that seems rational, when in fact it covers structural dominance. The discussion emphasized the importance of emancipation efforts through the rejection of the dominant system and the reactivation of critical potential as a path to true freedom. Emancipation is understood not only as a release from the shackles of technology, but also as an effort to revive reflective consciousness that is able to negate false values. Thus, Marcuse's thought remains relevant to reading the crisis of contemporary human consciousness while providing a philosophical foundation for the formation of a reflective, independent, and autonomous subject.

This study aims to analyze the influence of advertising, trust, and discounts on purchasing decisions among Shopee app users, focusing on students from the Faculty of Economics and Business, Slamet Riyadi University, Surakarta as respondents. The background of this study departs from the increasing competition in e-commerce in Indonesia, which requires each platform to develop appropriate marketing strategies to attract consumers' attention and build their loyalty. The research method used was a quantitative survey involving 100 respondents selected through a convenience sampling technique, allowing researchers to quickly obtain data from relevant target groups. The collected data were then analyzed using multiple linear regression methods to test the proposed hypotheses. The results showed that consumer trust in the Shopee app has a significant influence on purchasing decisions, meaning that the higher the level of trust, the more likely consumers are to make purchases through the app. In addition, the discount factor was also proven to have a significant influence on purchasing decisions, indicating that price cuts are still an effective strategy in influencing consumer behavior, especially students. Conversely, the advertising variable did not show a significant influence on purchasing decisions, which could mean that the intensity or quality of advertising is not strong enough to drive purchasing decisions in this respondent segment. The findings of this study provide practical contributions for Shopee in designing more targeted marketing strategies, emphasizing the importance of building and maintaining consumer trust, as well as utilizing proven effective promotional strategies such as discounts. Therefore, this study not only enriches the literature on consumer behavior in the e-commerce context but also offers useful recommendations for digital business practitioners in increasing competitiveness.

This study aims to evaluate the financial condition of four private banks, namely Bank Mega, Bank JTrust, Bank Danamon, and Bank Panin listed on the Indonesia Stock Exchange during the period 2015 to 2024. The analysis uses the Risk-Based Bank Rating (RBBR) approach with a quantitative method, where the data source is derived from published annual financial statements. The sampling technique was carried out by purposive sampling with the criteria of financial statements available for the last 10 years and the fluctuations in profits in the last three years. The bank's health assessment is carried out through four main aspects. First, the risk profile is measured using non-performing loan (NPL) ratios and liquidity levels through the Loan to Deposit Ratio (LDR). Second, Good Corporate Governance (GCG) is evaluated based on regulatory compliance and transparency reporting. Third, profitability which includes the return on asset ratio (ROA) and net interest margin (Net Interest Margin / NIM). Fourth, the capital aspect is analyzed through the Capital Adequacy Ratio (CAR). The results of the study show that in general, the four banks are in a healthy condition, especially in terms of capital and governance, which reflects the bank's ability to meet the minimum capital requirements and maintain management practices in accordance with banking industry standards. However, significant differences were found in the risk and profitability aspects. Banks that have less than optimal risk management tend to experience an increase in NPLs, while banks that are more efficient in managing operational costs are able to maintain ROA and NIM at a more stable level. In addition, external factors such as global economic conditions, monetary policy, interest rates, and interbank competition also affect financial performance.

Women's leadership is recognized as a strategic factor driving organizational success through the formation of effective and sustainable team collaboration. Beyond simply directing, women leaders build a conducive work climate where team members are valued, engaged, and have equal opportunities to contribute. Across various sectors, they demonstrate the ability to manage team dynamics with a participatory, collaborative approach, and a focus on healthy interpersonal relationships. This study uses the Systematic Literature Review (SLR) method to describe the role, benefits, and challenges of women's leadership in human resource (HR) development. Twelve articles published between 2020 and 2024 were selected based on the PICOC framework to ensure academic validity. The study results indicate that women's leadership is synonymous with a participatory style, empathy, and open communication that encourages time commitment, the flow of ideas, innovation, and productivity. Women leaders create a psychologically safe work environment, value differences of opinion, and encourage cross-functional collaboration. Their role is increasingly important in the era of flexible work and digital transformation, where empathy and communication are key to maintaining team motivation and productivity. However, challenges such as gender stereotypes, structural barriers, and cultural resistance still limit the effectiveness of women's leadership, especially in strategic positions and high-level decision-making. In many cases, women leaders still have to work harder to gain legitimacy, even though they have the same or even higher qualifications than their male counterparts. Addressing this requires more inclusive organizational policies, gender-based leadership training programs, mentoring, and consistent advocacy for equality. Companies and public institutions must actively create an ecosystem that supports women's leadership development, including equal access to strategic career opportunities.

This study employs a qualitative library research method with the primary objective of analyzing the effectiveness of development administration in the management of regional budgets to support local economic development. Development administration is a crucial component in the governance process, encompassing the planning, organizing, directing, and supervising of budget utilization to ensure that resources are allocated in a targeted, efficient, and sustainable manner. Within the context of local governments, the effectiveness of budget management is considered a key indicator of the success of regional development, as it directly reflects the ability of local authorities to implement policies that foster equitable and inclusive growth. The data for this study were obtained from various scientific literature sources, including academic journals, textbooks, and relevant government policy documents addressing budgeting and regional development. The findings of the analysis highlight that successful budget management is strongly influenced by bureaucratic capacity, particularly in terms of administrative competence, professional integrity, and institutional stability. Furthermore, transparency in budget planning processes plays a significant role in building public trust and preventing misallocation of resources. Equally important is the participation of the community in monitoring and evaluating budget implementation, which ensures accountability and responsiveness to public needs. In addition, synergy between legislative and executive bodies is identified as a determining factor in strengthening checks and balances, thereby enhancing the accountability of public fund management. The study concludes that effective development administration not only supports efficient allocation of financial resources but also contributes to accelerating local economic growth, reducing social inequality, and improving community welfare. Ultimately, this research is expected to provide valuable insights and serve as a reference for local governments in formulating strategies for more optimal, transparent, and participatory budget management practices

International trade plays a vital role in strengthening Indonesia’s economic growth, particularly through the export of fishery products which are among the country’s leading commodities. Fresh fish exports are highly influenced by external demand factors in destination countries as well as Indonesia’s own production capacity. This study aims to analyze the determinants affecting Indonesia’s fresh fish exports to its main trading partners, namely China, Japan, Hong Kong, Singapore, and Malaysia, over the period 2012–2023. The research utilizes secondary data sourced from the World Bank and the Central Statistics Agency (BPS). Several independent variables are considered, including the fish production levels in the importing country, the real gross domestic product (GDP) per capita of the importing country, and the total population of the importing country. Panel data analysis was employed to capture the variations across time and countries, with the Random Effect Model (REM) chosen based on the results of the model specification tests. The findings of the analysis indicate that fish production in the importing country exerts a negative and statistically significant effect on Indonesia’s fresh fish exports, suggesting that higher domestic fish production in these countries reduces the need for imports. Conversely, the real GDP per capita of the importing country and its population size were found to have positive and significant impacts on Indonesia’s export volumes. These results highlight that wealthier and more populous nations demonstrate stronger demand for imported fresh fish, including from Indonesia. The implications of this study underscore the importance for Indonesia to continuously improve the quality, safety, and competitiveness of its fresh fish products while also adopting effective marketing and trade strategies targeting countries with high purchasing power and large consumer bases.

The concept of company value is critical for investors as it reflects the potential growth, profitability, and long-term sustainability of a business. Company value is a critical factor that guides investment decisions, as it embodies both tangible and intangible factors that contribute to the firm’s success. The factors that influence company value include Good Corporate Governance (GCG), which refers to the practices that ensure a company’s management is held accountable, transparent, and efficient. It also includes profitability metrics, such as Return on Assets (ROA) and Return on Equity (ROE), which indicate how well a company is performing in generating profits from its assets and equity. This study aimed to analyze how GCG and profitability influence company value, specifically in the infrastructure sector of Indonesia, listed on the Indonesia Stock Exchange (IDX). By using multiple linear regression analysis with data collected from 8 companies between 2020 and 2024, the research uncovered some insightful findings. It was found that the presence of Independent Commissioners, as part of GCG, had a positive and significant effect on company value. This highlights the importance of having independent oversight to ensure that the company operates in the best interests of its shareholders. In contrast, Institutional Ownership had no significant impact on company value, which might suggest that larger institutional investors do not always influence the company’s strategic direction in a way that directly affects value. Additionally, profitability, as measured by ROA and ROE, had significant effects on company value. ROA negatively influenced company value, which may indicate that companies with higher assets do not always perform better in terms of profitability, possibly due to inefficiencies. However, ROE had a positive influence on company value, suggesting that companies that efficiently use equity to generate profits are viewed more favorably by investors.  

The concept of market orientation is an important cornerstone in modern marketing strategies, where companies not only focus on a deep understanding of customer needs, but also actively monitor competitors and maintain internal coordination between departments. Jaworski and Kohli (1993) emphasized that market orientation is one of the key factors that can affect a company's performance. Through the use of market information, companies can adjust their business strategies to meet current customer needs while anticipating future needs. A strong market orientation is believed to be able to make a significant contribution to increasing the company's competitiveness in the long term. However, if market orientation is based solely on materialistic goals and worldly gains, then the value of sustainability and societal well-being is often overlooked. From an Islamic perspective, market orientation needs to be based on sharia values, especially the principle of maslahah. This concept emphasizes that every business activity must bring benefits, avoid harm, and be in harmony with maqasid al-shariah, which is to protect religion, soul, intellect, descent, and property. Thus, market orientation is not only directed at the fulfillment of customer satisfaction and competitive advantage, but also at the achievement of blessings and social welfare. The integration of maslahah values in market orientation gives birth to the concept of Maslahah Market Responsiveness, which is the ability of companies to respond quickly and appropriately to market dynamics while still being based on ethics and social responsibility. This is an advantage in itself because it not only improves marketing performance, but also strengthens the company's image as a trustworthy and ethical entity. By combining conventional market orientation and sharia values, companies can build a sustainable competitive advantage, increase customer satisfaction, and make a positive contribution to society at large.

This research aims to integrate Resource Advantage (RA) Theory with Islamic values, especially the concept of maslahah, as a strategic approach to create a sustainable and ethical competitive advantage. RA Theory emphasizes the importance of superior resource management as a key factor in achieving a competitive position in the market. However, this theory tends to be oriented towards achieving financial benefits alone without paying attention to social or ethical aspects. On the other hand, the concept of maslahah in Islam prioritizes broader welfare, including benefits for individuals, society, and the environment, as well as avoiding harm. The integration of RA Theory with the maslahah principle offers a new conceptual framework that balances business interests with social responsibility. This approach emphasizes that resource management is not only geared towards maximizing profits, but also to provide sustainable and equitable benefits for all stakeholders. Thus, companies that implement strategies based on RA Theory and maslahah are expected to be able to effectively improve marketing performance while strengthening their reputation as business entities that are committed to ethical and sharia values. Furthermore, the implementation of this integration can help companies in dealing with the dynamics of the global business environment, including sustainability issues, corporate social responsibility, and consumer demands that are increasingly critical to business practices. The results of this research are expected to make a theoretical contribution by expanding the study of marketing management that is oriented towards ethics and sustainability, as well as practical contributions in the form of strategic recommendations for sharia-based and conventional companies that want to increase competitiveness through resource management based on Islamic values. Thus, this research not only enriches the academic literature, but also becomes a practical guideline for business actors in building sustainable, competitive, and equitable businesses.

The increasing number of mental health disorders in various countries has created an urgent need for innovation in the diagnosis and treatment process. This problem not only impacts individuals' quality of life but also creates a significant social and economic burden. One solution that is beginning to be widely researched is the use of artificial intelligence (AI) in the field of mental health. This research used a literature review of various previous studies discussing the role, application, and impact of AI. The results of the review indicate that AI technology, particularly in the form of digital applications such as chatbots, has great potential to support the recovery process for patients with mental disorders. AI-based chatbots can provide responsive, two-way interactions, so users feel heard and receive initial emotional support. One technical approach used is Natural Language Processing (NLP), which enables the system to understand natural human language. Simultaneously, Long Short-Term Memory (LSTM) algorithms are used to analyze language patterns and detect symptoms of depression more accurately. Various studies have reported that the application of NLP and LSTM can improve the reliability of diagnoses and provide responses tailored to user needs. Furthermore, AI can provide personalized recommendations, tailor interventions to the user's condition, and monitor mental health developments in real time. This has the potential to assist mental health practitioners in making faster and more informed decisions. However, the adoption of AI among practitioners remains relatively low. Influencing factors include limited technological understanding, limited infrastructure, and debates over ethical aspects and data privacy. Therefore, while AI has significant potential to improve the quality of mental health services, regulations, ethical guidelines, and synergy between technology and healthcare professionals are needed to ensure safe and effective implementation.

This study aims to explore how users' perceptions of the chatbot on the Shopee platform influence user satisfaction and loyalty. The research employs a qualitative approach with in-depth interviews to gather users' experiences and views on their interactions with the chatbot. The findings reveal that three key factors—clarity of responses, ease of access, and relevance of information—are crucial in determining user satisfaction. Users who found the chatbot's responses clear and easily understood, along with quick access, were generally more satisfied with the service provided. However, despite achieving user satisfaction, loyalty to the platform has not been fully established. This is due to the chatbot's limitations in building emotional connections with users and its inability to handle more complex issues. While the chatbot is effective in providing automated solutions for simple problems, it lacks the empathy and personalized attention necessary when users encounter more intricate issues or require a deeper level of interaction. These findings highlight that although chatbots can enhance the efficiency of basic customer service, they cannot fully replace human interaction, particularly in customer service contexts that require emotional engagement and a deeper understanding of the user's needs. To foster stronger user loyalty, a combined approach involving both technology and human interaction is essential. The chatbot can address routine issues, while more complex matters should be referred to customer service representatives who can offer empathetic and tailored solutions. The recommendation from this study is for Shopee platform developers and sellers to strategically optimize chatbot use while maintaining human interaction that is adaptable, in order to enhance user satisfaction and loyalty.

The government’s efforts to provide protection for trademark rights holders have been implemented by enacting and updating laws on trademarks. However, in reality, crimes against trademark rights continue to occur, including in the jurisdiction of the Tanjung Karang District Court. This research addresses the following issues: What are the judges' considerations in cases of unauthorized use of registered trademarks, and how is the criminal analysis of such offenses reflected in Decision Number: 381/Pid.Sus/2023/PN.Tjk? This study uses normative and empirical legal research methods, with statutory and conceptual approaches. The data type used is secondary data obtained through literature study. Data processing involved selection, classification, and organization. The data were analyzed using a descriptive qualitative method. The findings of this research indicate that the judge's legal basis in sentencing the defendant for the unauthorized use of a registered trademark in Decision Number: 381/Pid.Sus/2023/PN.Tjk includes juridical considerations—specifically that the defendant was legally and convincingly proven to have committed a criminal offense as regulated under Article 100 paragraph (1) of Law Number 20 of 2016 concerning Trademarks and Geographical Indications. Philosophically, the judge considered the imposed sentence as a means of rehabilitation and deterrence. Sociologically, the judge weighed both aggravating and mitigating factors in the sentencing. Criminal liability for the offender was based on the fulfillment of criminal responsibility elements, namely that the defendant was an adult and legally capable of committing the act. The element of fault was fulfilled, as the defendant knowingly and intentionally used a registered trademark without authorization, fully aware that such an act constitutes a criminal offense. The element of the absence of justification or excuse was also met, as the defendant committed the offense in a conscious and sound state of mind, without coercion.

The application of restorative justice in the Indonesian criminal justice system cannot be immediately implemented in all cases, particularly for assault crimes. This is due to limitations in implementation and inhibiting factors that arise in the field. Facts show that some law enforcement officers are still less than optimal in expediting the restorative justice process. This condition creates legal uncertainty and anxiety, especially for prosecutors handling cases. This situation also impacts the prosecutor's position, which could be questioned by superiors and supervisory committees if case resolution does not proceed according to regulations. This study uses a socio-legal research approach to examine two main issues. First, the author analyzes the implementation of restorative justice in resolving assault cases in the jurisdiction of the Samarinda District Attorney's Office. Second, the author identifies obstacles faced in implementing restorative justice in that jurisdiction. Based on the results of the study, 14 cases of assault were handled. Of these, 11 cases were successfully resolved through restorative justice mechanisms, while 3 cases were declared failed. This failure is generally influenced by the failure to meet several important requirements, including: the perpetrator being a recidivist or having previously committed a crime, a sentence exceeding five years, the absence of a peace agreement between the perpetrator and the victim, and the perpetrator's failure to fulfill their obligation to provide compensation. Therefore, it can be concluded that although restorative justice plays a crucial role in achieving a more humane and equitable resolution of cases, its implementation still faces structural and technical obstacles. Consistent efforts by law enforcement and increased understanding of the concept of restorative justice are needed for this mechanism to operate effectively, provide legal certainty, and address the community's need for justice.

Micro, Small, and Medium Enterprises (MSMEs) are pivotal to the economic development of a country, contributing significantly to job creation, poverty alleviation, and the overall growth of the economy. In Indonesia, including Kupang City, MSMEs are considered a key pillar of the national economy. Despite their economic importance, MSMEs face challenges in fulfilling their tax obligations, with many failing to report taxes in accordance with the law. This non-compliance not only affects tax revenue collection but also hinders the effectiveness of the tax system. This study aimed to identify the factors influencing MSME tax reporting obligations in Kupang City by analyzing the roles of knowledge, understanding, awareness, and tax sanctions. Using a quantitative survey method, the research gathered data from MSMEs registered at the Kupang Tax Office (KPP Pratama). The findings revealed that knowledge, awareness, and tax sanctions have a significant impact on MSMEs' compliance with tax reporting obligations. In particular, knowledge and awareness were found to increase MSMEs' understanding of their responsibilities, motivating them to fulfill their tax obligations. On the other hand, tax understanding, despite being important, did not have a significant direct effect on compliance, which may indicate that practical experience and exposure to tax-related practices play a more crucial role. Moreover, when analyzed simultaneously, all four variables—knowledge, understanding, awareness, and tax sanctions—had a significant impact on MSMEs' tax reporting obligations. These results highlight the importance of targeted interventions, such as comprehensive tax education and regular outreach programs. By offering training sessions, mentoring, and practical workshops, tax authorities can better engage with MSMEs and improve their tax compliance rates.

The Pancasila Student Profile Strengthening Project (P5) aims to develop students who possess strong character and skills that are relevant to the demands of the times, particularly in facing global challenges and technological advancements. One of the implementations of P5 at SMK NU 1 Sukodadi is the Gelar Karya activity, which serves as a platform for students to showcase their creativity and apply the values of Pancasila in real life. The theme of this activity is "Build a Healthy Body, Mind, and Sustainable Lifestyle," aimed at raising awareness of the importance of physical and mental health, as well as adopting environmentally friendly practices that support sustainability. The method used in this activity is a project-based learning approach, where students are given the opportunity to learn through direct experience. This allows them to understand and apply the theories they have learned in real-world practices. Additionally, the activity emphasizes collaboration between students and teachers, creating a supportive learning environment and strengthening the relationship between learners and educators. By utilizing experiential learning, students are directly involved in the learning process, which facilitates a deeper understanding. The results of this community service project show that the Gelar Karya activity successfully increased students' awareness of the importance of healthy lifestyles and sustainable environmental management. Students not only gained theoretical knowledge but also practical skills that they can apply in their daily lives. Furthermore, the activity strengthened students' character and supported the values of the Pancasila Student Profile. These findings can serve as a model for other schools to optimize the sustainable implementation of P5, providing a positive impact on shaping students' character and skills for a better future.

This article examines the crucial role of spatial communication, particularly through signage systems, in the effective implementation of functional zoning in academic libraries. Using a comparative case study method at the Bandung Institute of Technology (ITB) and Telkom University Libraries, this research analyzes how different visual communication strategies influence students' perceptions, behaviors, and sense of place formation.The findings indicate that the explicit and strategic visual communication approach at Telkom University successfully creates high spatial legibility and strengthens collective place identity. In contrast, the weak and ambiguous visual communication at the ITB Library causes users to rely more on personal habits, intuition, or previous experiences in accessing and utilizing the space. This not only hinders the formation of a coherent sense of place but also creates confusion that potentially degrades the quality of the user experience. The mismatch between spatial functions and user expectations leads to inefficiencies in facility utilization and disrupts user comfort within zones that should have clear functional boundaries, such as quiet zones, collaborative zones, and discussion zones. Furthermore, this article highlights the importance of integrating graphic design and architecture in creating a cohesive spatial experience. A consistently designed, informative, and aesthetically pleasing signage system not only enhances users' spatial orientation but also becomes a crucial element in shaping perceptions of the institution's character.

Preeclampsia is one of the most serious complications in pregnancy, characterized by hypertension and proteinuria, and it poses a significant risk of maternal and fetal morbidity and mortality if not detected and managed promptly. Early detection is crucial, yet clinical diagnosis often faces challenges due to the variability of symptoms and uncertainty in medical decision-making. To address this issue, this study aims to develop an expert system for diagnosing preeclampsia by employing the Dempster-Shafer method, which is known for its ability to handle uncertainty and incomplete information in complex domains such as healthcare. A case study was conducted at Bidadari General Hospital, where data on clinical symptoms and patient medical records were collected and analyzed. The development process of the expert system followed systematic stages, including knowledge acquisition from obstetrics specialists, designing the knowledge base, constructing inference rules, and integrating the Dempster-Shafer algorithm for decision support. The system was subsequently tested using real-case scenarios of pregnant women suspected of having preeclampsia. Evaluation results demonstrated that the system achieved an accuracy rate of 92% in differentiating between preeclampsia and eclampsia, based on belief and plausibility measures combined with symptom analysis. These findings indicate that the proposed system can effectively support medical personnel by providing diagnostic recommendations with a high degree of reliability. In addition, the system offers efficiency in the clinical workflow by minimizing diagnostic errors and reducing delays in treatment initiation. Therefore, this expert system has the potential to become a valuable clinical decision support tool for early detection, risk assessment, and management of preeclampsia. Future development may focus on expanding the knowledge base, integrating real-time patient monitoring data, and enhancing usability to ensure broader applicability in diverse healthcare settings.

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.