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The advancement of the digital era has provided a significant platform for shopping. In this context, factors such as live streaming, content marketing, and customer trust play a crucial role in influencing consumers’ purchasing decisions on TikTok social commerce. This study aims to examine the impact of live streaming, content marketing, and customer trust on the purchasing decisions of Generation Z users of TikTok’s social commerce at the Faculty of Economics and Business, University of Lampung. With the rapid growth of social media-based e- commerce, these factors have become critical in determining consumer purchasing decisions. Data was collected through a questionnaire designed using Google Forms and distributed to 115 respondents using a non-probability sampling method and purposive sampling technique. Data analysis was performed using SPSS version 26. The analytical methods used included multiple linear regression and hypothesis testing through t-tests and F-tests. The results of the study show that all three independent variables, namely live streaming, content marketing, and customer trust, have a positive and significant impact on purchasing decisions. These findings suggest that marketing strategies based on live streaming, engaging content, and efforts to build consumer trust can enhance purchasing decisions in social commerce.

The increasing intensity of ultraviolet (UV) radiation due to global warming poses serious risks to skin health and has led to a rising market demand for natural-based skincare products. Jabiras Body Scrub is an innovative body care product formulated from guava and brown rice to protect and nourish the skin from UV exposure. This program aims to produce an organic-based skincare product while empowering local farmers as raw material suppliers. The target market includes men and women aged 17 and above across Indonesia, including visiting tourists. Laboratory tests show that each 50-gram package of Jabiras contains 3% vitamin C and 1% antioxidants, which are effective in improving skin condition within two weeks. The product is registered with a Business Identification Number (NIB) and has obtained Intellectual Property Rights (IPR) for its brand and promotional flyer. Marketing strategies are carried out digitally via social media and e-commerce, as well as conventionally through entrepreneurship expos and word of mouth. This initiative has reached its break-even point, with a total of 250 units sold from May to September, generating IDR 9,750,000 in revenue. This activity not only achieved its sales targets but also strengthened the foundation for a sustainable business model that supports local farmers.

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

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia's economic development, contributing to employment, income generation, and entrepreneurship. However, many MSMEs face challenges in adapting to technological advancements, particularly in implementing digital marketing strategies. This study aims to analyze how digital marketing can accelerate the development of MSMEs in Indonesia through a literature review approach. The findings highlight that digital marketing provides MSMEs with opportunities to expand their market reach, increase brand visibility, and optimize costs. Social media platforms, e-commerce, and other digital tools enable MSMEs to connect with customers more effectively. Despite these benefits, barriers such as limited technological access, lack of digital literacy, and uneven internet infrastructure hinder the adoption of digital marketing. Collaborative efforts from the government, educational institutions, and the private sector are necessary to overcome these obstacles. Providing training, improving access to technology, and fostering innovation are crucial steps to support MSMEs in achieving sustainable growth.

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

Digital literacy at the Micro, Small and Medium Enterprises (MSME) scale is part of the digital transformation that can drive economic growth in Indonesia. Business actors are required to have digital skills, one of the important aspects to build a sustainable strategy as a form of solution for business people in an effort to develop their business. This research aims to explore the understanding of digital literacy among Indonesian MSMEs, focusing on the development of digital transformation, digital adoption, challenges and obstacles, and strategies used for business sustainability. The method used in this research is Systematic Literature Review (SLR) with stages: planning, implementation, and reporting. SLR in this study was conducted using a collection of literature studies published from January 2020 to October 2024. The results of this study indicate that digital literacy is an important factor affecting performance among MSMEs, through skills in utilizing digital platform opportunities in the context of business development such as e-commerce platforms. Challenges faced such as limited resources in managing technological devices and lack of digital literacy can be overcome by implementing strategies to improve skills and understanding related to digitalization, fostering a supportive ecosystem, and socializing the importance of entrepreneurial leadership optimally to achieve sustainable growth and higher competitiveness.

This community service program aims to empower student entrepreneurs through digitalization and strengthening sustainable business capacity. The activities are comprehensively designed with a participatory and experiential learning approach, so that participants not only understand the concepts theoretically but also are able to apply them practically. The program consists of various activities, such as interactive workshops on digital marketing and sustainable business models, business clinics to analyze current business problems, digitalization simulations using online platforms, individual mentoring sessions by business practitioners, and presentations of business plans developed by each participant. A total of 30 students from various study programs were actively involved and demonstrated high enthusiasm throughout the process. A total of 30 students from various study programs were actively involved and demonstrated high enthusiasm throughout the process. Program evaluation was conducted through observation, questionnaires, and assessments of the developed digital action plans. The evaluation results showed significant improvements in cognitive aspects (understanding of digitalization concepts, sustainable business models, and digital marketing strategies), affective (interest and commitment to business development), and application (the ability to develop and present innovative business plans relevant to digital challenges). Ninety percent of participants were able to develop digital action plans that encompassed the use of social media, e-commerce, digital payment systems, and technology integration in business operations. Furthermore, the program encouraged collaboration among students in building business networks and young entrepreneur communities. Positive participant feedback demonstrated that the participatory approach and hands-on practice were effective in increasing student motivation and readiness to face business challenges in the digital era. The program has proven effective in enhancing students' entrepreneurial competencies and fostering an adaptive business mindset.

The phenomenon of shopping addiction has increasingly attracted attention in the field of psychology, alongside the rapid growth of technology and e-commerce. Shopping addiction is characterized by compulsive, impulsive, and repetitive buying behavior, even when individuals are aware of its negative consequences. This study aims to describe the attachment styles among individuals experiencing shopping addiction using a descriptive quantitative approach. The subjects consisted of 11 university students aged 18–21 years, selected through incidental sampling based on specific shopping addiction criteria. Data were collected using a questionnaire measuring attachment styles grounded in Bowlby’s and Ainsworth’s theories. The findings revealed that all subjects exhibited a secure attachment style. This result contrasts with previous theories suggesting that shopping addiction is more commonly associated with insecure attachment. The findings suggest that other factors, such as social conditions, personality traits, and environmental influences, may also contribute to the development of shopping addiction in individuals with secure attachment. This study offers new insights into the relationship between attachment styles and shopping addiction behavior among university students.

The balance of rights and obligations in contracts is a fundamental basis for creating justice and legal certainty. With effective protection for all parties in the contract, be it in the realm of commerce or other social relations, it is expected to create a conducive legal environment, which in turn encourages social and economic development. The process of drafting contracts in various fields, such as micro, small and medium enterprises (MSMEs), shows the importance of good design to guarantee the rights of each party In this context, it is important to explore how the contract structure can be designed in such a way that both parties can fulfill their rights and obligations fairly, as well as serve as a guideline in resolving disputes that may arise in the future. rights and obligations are basic principles in contract law that aim to create justice, legal certainty, and balanced protection for all parties to the agreement. In the process of contract formation, balance is achieved through the principles of freedom of contract, good faith, and transparent negotiations so that the rights and obligations of both parties are arranged fairly and proportionally.

The background of this reseacrh is that there is a significate in the use of the internet lately that UMKM (Usaha Mikro Kecil dan Menengah) must be aware of, the impact of whisch is urgency of digital marketing as a solution to marketing media anxiety in supporting the promotion of sales of goods. This stigma strengthens the marketing carried out by UMKM actorst to be advanced and important to implement. Among them is the emergence of the use of social chat, E-businnes, social media, E-commerce, and so forth. The purpose of this research is so identify the use of capcin and jus 89 UMKM after applying digital marketing. This research method uses qualitative methods with a case study approach. Data collection techniques obtained through documentation, interviews, and observation. Meanwhile, checking the validity of the data is based on triangulation of techniques and sources. This data analysis here is applying Milles and Huberman’s data analysis. As for the results of this study, data was obtained that the effect of digital marketing on the income of UMKM capcin and jus 89 in Kediri City was significate, which was known from the increase in sales and high consumer interest.

Social media has become an effective marketing tool for young artists to introduce and promote their work to a broader audience. This study aims to analyze social media marketing strategies that can enhance the visibility and sales of artistic works. The research employs a literature review approach with content analysis of relevant studies published between 2018 and 2024. The findings indicate that effective social media marketing strategies for young artists consist of three main aspects: personal branding, algorithm optimization, and monetization strategies. Strong personal branding through visual consistency and storytelling has been proven to increase audience engagement and strengthen artists’ competitiveness on digital platforms. In terms of algorithm optimization, the use of short-form videos, consistent posting frequency, and SEO implementation play a vital role in expanding the reach of artistic content. Meanwhile, monetization strategies such as the utilization of e-commerce platforms, subscription-based models, and Non-Fungible Tokens (NFTs) have proven effective in converting audience engagement into a more stable source of income. This study contributes to the development of digital marketing literature within the creative industry and serves as a practical guide for young artists in optimizing social media as a marketing tool. The findings also provide a foundation for the development of more effective and adaptive digital marketing strategies in response to the dynamic and evolving trends of the creative industry.

This study aims to analyze the marketing strategy implemented by the Regional National Crafts Council (DEKRANASDA) in Samosir Regency in developing local craft products and enhancing their competitiveness. This research employs a qualitative approach with data collection techniques through interviews, observation, and documentation. The findings reveal that DEKRANASDA has applied the elements of the marketing mix, including product, price, place, and promotion. However, several significant challenges persist, particularly in terms of limited promotional media and intense market competition. One major obstacle is the insufficient utilization of digital media as a marketing tool, which results in a limited market reach. Furthermore, product innovation needs to be improved to better align with consumer preferences and current market trends. Therefore, this study recommends that DEKRANASDA develop a digital-based marketing strategy, such as utilizing social media, e-commerce platforms, and an official website to enhance promotional reach. Additionally, innovation in design, raw materials, and product variations should be undertaken to attract consumers and compete in a broader market. This research provides important insights into the development of more effective marketing strategies to increase the income and competitiveness of craft products in Samosir Regency.

Since the time of the archipelago, Acehnese culture has maintained a rich and intricate cultural legacy. Due to its advantageous position and status as a commerce route, Acehnese culture was influenced by the cultures of many of the traders that passed through. The purpose of this study is to learn about Acehnese culture from a social and physical standpoint. The information gained from this study's findings will undergo qualitative analysis. With the help of interview rules, this data collecting method is conducted by asking informants questions directly and verbally (face-to-face). In order to generate qualitative data, researchers perform qualitative analysis by giving a detailed and understandable explanation of the problem information. Based on the outcomes of interviews conducted by researchers, the Acehnese tribal community has similarities between physical and social behavior that are still applied in everyday life which are usually presented at traditional events, religious celebrations and cultural celebrations and the Acehnese tribal community is also famous for its traditional traditions and strong religion and highly upheld norms that are still applied in everyday life. These norms include Islamic religious norms, legal norms originating from the Islamic Religion and the 1945 Constitution, politeness norms in dressing in accordance with Islamic teachings, moral norms that closely related to Islamic teachings, and social norms such as courtesy, mutual respect, mutual cooperation and mutual assistance. In this research, it can be concluded that the Acehnese people who live around Medan Tembung sub-district, Medan city, actually still adhere to several norms which are an integral part of their identity and daily life. And also has customs. Social practices and traditions that have been maintained for generations by the Acehnese people reflect the richness of their culture and spirituality. And the Acehnese language not only functions as a means of communication, but also as a symbol of regional identity and pride for the Acehnese people

MSMEs play a key role in the national economy, especially in increasing economic growth and creating new jobs. However, in the digital era, MSMEs face major problems, such as low levels of digital literacy, limited access to the internet, and fierce competition with large companies that have used technology before. This study examines the variables that influence the sustainability of MSMEs amidst digital challenges and finds methods that can be used so that MSMEs can survive and grow. The research method was carried out through surveys and direct interviews with MSME actors at Pasar Pagi Setia Budi, Medan, North Sumatra. The results of the study showed that most MSME actors did not utilize digital platforms for marketing and transactions, which resulted in decreased income. To increase competitiveness, MSMEs need to improve their digital knowledge, adopt online marketing strategies, and optimize the use of e-commerce and social media. Support from the government, financial institutions, and technology companies is also very important. In the increasingly competitive digital era, by implementing the right digitalization strategy, MSMEs can improve operational efficiency, expand market reach, and maintain the sustainability of their business.

TikTok Shop is a social e-commerce feature that allows users and creators to promote and sell products while shopping. By selling through TikTok Shop, users and creators can earn money from the platform, especially with the growing number of TikTok users. The presence of the shopping feature on this app makes TikTok increasingly popular because, in addition to entertainment, users do not need to switch to other shopping apps to make transactions. This study aims to examine and analyze the influence of content marketing and brand image mediated by electronic word of mouth (eWOM) on product purchase interest in TikTok Shop. This research uses an associative method with a quantitative approach. The population in this study consists of TikTok Shop consumers in the Dumai area, with an unknown number, categorized as an infinite population. The Lemeshow formula was used for sampling, resulting in 97 respondents. Data analysis was performed using WarpPLS version 8.0 software. Based on the test results, it can be concluded that content marketing has a positive and significant effect on product purchase interest, as well as a positive effect on eWOM. Furthermore, eWOM was found to mediate the effect of content marketing on product purchase interest. Brand image also has a positive and significant effect on product purchase interest and eWOM, and eWOM can mediate the effect of brand image on product purchase interest.

After the issuance of Law Number 11 of 2020 concerning Job Creation, there are several important clusters that need to be considered, one of which is the ease of doing business which is closely related to government administration. Therefore, a system was created by the government to facilitate and legalize business actors in running their businesses in the form of a Business Identification Number (NIB). Because this NIB is a new system and is likely not widely understood by business actors, including MSMEs, it is necessary to socialize it and then provide assistance. Assistance in applying for NIB through the Online Single Submission-Risk Based Approach (OSS-RBA) System by MSMEs is an important step in managing the legality of their businesses. NIB is an identity for business actors that provides access to various facilities and legal protection. The OSS-RBA system is designed to facilitate the licensing process with a risk-based approach, where types of businesses are classified based on their risk levels. The method used in community service under this title is in the form of Socialization/Counseling and Assistance for MSMEs in submitting NIB to the OSS-RBA system. Socialization or counseling is carried out in the form of lectures and Q&A discussions so as to provide a comprehensive understanding. This assistance is carried out by academics/lecturers of the Law Study Program, Veteran Bangun Nusantara University, Sukoharjo Together with the Sukoharjo regional government, in this case represented by the Sukoharjo PMD Chamber of Commerce to ensure that MSME actors understand the procedures that must be followed and can submit NIB correctly. The assistance process includes socialization, consultation and assistance in filling in data in the OSS-RBA system. The goal is to increase the number of registered and legal MSMEs in Indonesia, so that they can access various government programs and get better legal protection.

The global fashion industry continues to experience rapid growth, driven by changes in consumer preferences that increasingly emphasize personalization in clothing products. This study aims to analyze Generation Z's preferences for customization trends in fashion products and identify their impact on marketing strategies in the fashion industry. A qualitative approach with a descriptive method was used to understand the factors influencing Gen Z's preferences when selecting customizable fashion products. Primary data was collected through interviews with Gen Z consumers who are active shoppers on e-commerce platforms. The results show that 60% of Gen Z consumers are interested in customizable fashion products, with the main reasons being to express individuality and enhance emotional attachment to the brand. Social media, especially Instagram and TikTok, plays a significant role in shaping consumer preferences, as more than 70% of informants acknowledge that influencer recommendations influence their decision to purchase customized products. Based on these findings, it can be concluded that customization is not just an additional feature but a marketing strategy that can enhance consumer loyalty. Recommendations from this study include implementing personalized marketing strategies, improving customization features on e-commerce platforms, and collaborating with influencers to expand market reach.

The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive impact. These findings highlight the importance of marketing strategies that incorporate social media endorsers and viral marketing in influencing consumer purchase decisions. This research provides valuable insights for marketers in designing effective campaigns for fashion products on e-commerce platforms.

This research is motivated because self-confidence in using skincare products recommended by celebrity endorsers is also an important factor in purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorser Tasya Farasya and Instagram social commerce on the purchase decision of the Originote skincare moisturizer on female students of the FPP UNP Makeup and Beauty Education Study Program. This type of research is Ex post Facto with a quantitative research method approach. The population of this study were female students of the 2020, 2021, 2022 and 2023 Makeup and Beauty Education Study Program, namely 365 people. The type of sampling used in this study was non-probability with a purposive sampling technique with a total of 78 people. Data were collected through observation methods and research questionnaires. The preparation of the instrument was carried out by sorting the Likert scale. Data were analyzed by descriptive analysis, normality tests and hypothesis tests. The results of the study obtained 1) Instagram social commerce partially has a significant effect on Moisturizer Purchase Interest in Female Students of the FPP UNP Makeup and Beauty Study Program. 2) Celebrity endorser Tasya Farasya partially has a significant effect on the Moisturizer Purchase Interest of Female Students of the Makeup and Beauty Study Program, FPP UNP. 3) Celebrity Endorser Tasya Farasya and Social Commerce Instagram simultaneously influence the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP. Suggestions to increase insight into the material in the lesson for students, in increasing knowledge and information about the influence of celebrity endorser Tasya Farasya Instagram social media on the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP.

The children of the Riyaadlul Jannah Orphanage are assets that need to be directed to be able to adapt to living conditions in order to become independent and responsible individuals. One solution to increase independence that can be done for children in orphanages is to become an entrepreneur, this is because business activities are flexible and are an alternative source of sustenance provided by Allah SWT. Limited ideas, mental readiness and capital are obstacles for children in orphanages to start their businesses, so that they are less able to achieve economic independence. E-commerce is an alternative solution for starting an entrepreneur while utilizing technology to achieve economic independence more effectively and efficiently. Ease of access, use and relatively affordable costs mean that children in orphanages can start businesses more quickly, thus making it easier for orphanages to ensure their livelihoods. This service program aims to develop community groups at the Riyaadlul Jannah Orphanage to become economically independent, help create peace, comfort in social life, and improve skills in digital entrepreneurship. The approach method used includes the FGD (Focus Group Discussion) approach including sharing sessions. The activity stages consist of preparation, investigation, implementation and evaluation stages. The results of this activity, among other things, show that the orphanage children have an understanding of e-commerce, have business ideas, marketplaces as stalls, and are interested in starting a business immediately.