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This study investigates the impact of TikTok Live, viral content, and Fear of Missing Out (FOMO) on the purchasing decisions of Gen Z consumers in Jombang City for food and drink products. Social media, particularly TikTok, has rapidly expanded and functions as a potent digital marketing instrument. It influences consumer behavior through live broadcasting and the dissemination of viral content. The objective is to examine the influence of these three factors on purchasing decisions. This study employs a quantitative methodology. The data was obtained from surveys administered to 60 Gen Z participants who purchased food or beverages following exposure to TikTok advertising. Samples were selected by purposive sampling. Data were examined using multiple linear regression with SPSS software. Findings indicate that TikTok Live exerts a favorable and substantial impact on purchasing decisions. Viral material exerts no substantial impact. FOMO exerts a detrimental and substantial impact. The results indicate that TikTok live streaming effectively enhances consumer purchases, especially within the food industry.  

Iced tea is a popular beverage due to its accessibility and affordability. However, poor hygiene and sanitation practices can lead to contamination by pathogenic microorganisms such as Escherichia coli, which can potentially cause foodborne diseases. Sanitation practices, including cleanliness of vendors, equipment, and processing facilities, play a crucial role in ensuring the safety of beverages consumed by the public. The research method used was a quantitative study with an observational analytical design using a cross-sectional approach. Total sampling was used, with 21 iced tea vendors as the sample. The independent variable in this study was sanitation hygiene, while the dependent variable was Escherichia coli bacterial contamination in iced tea. The results of the study conducted on 21 respondents showed that iced tea drink sellers with qualified sanitation hygiene practices with a total of 10 respondents, 8 samples of iced tea drinks were negative for Escherichia Coli and 2 samples of iced tea drinks were positive for Escherichia Coli. While iced tea drink sellers who did not meet the requirements for sanitation hygiene practices were 11 respondents, with 11 samples of iced tea drinks positive for Escherichia Coli bacteria. After being analyzed using the IBM SPSS Statistics 24 Application, a p-value of 0.000 (<0.05) was obtained, so H1 was accepted, it was concluded that there was a relationship between sanitation hygiene and Escherichia Coli bacterial contamination of iced tea drinks. Based on the description above it can be concluded that the low sanitation hygiene practices carried out by iced tea drink sellers can increase the risk of Escherichia Coli bacteria contamination in drinks and will affect the quality and safety of drinks that will be consumed by the public.

Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.

MoriGe is a Micro, Small and Medium Enterprise (MSME) located in Oebufu Village, Kupang City, East Nusa Tenggara, which was established in 2020. This MSME has a main focus on the production of processed food and beverages made from Moringa and Sorghum, two local food commodities that are known to have high nutritional value and extraordinary health benefits and are still rarely found in the market but these plants thrive in the land of NTT. Through an Innovation-based approach, MoriGe continues to be committed to processing Moringa and Sorghum into Quality products that are not only delicious but also provide health benefits. MoriGe products made from Moringa and Sorghum are designed to meet the needs of the modern market for healthy food with local flavors. This commitment is in line with MoriGe’s goal to increase the competitiveness of local products in the global market while supporting the economic development of surrounding communities, especially local farmers, and also participating in programs to reduce stunting in NTT, so that MoriGe has more value as a brand in the eyes of a wide audience.

Indonesia is one of the countries whose residents have started using the internet in conducting buying and selling business transactions, with the increasing number of internet users and online business transactions, a marketplace, Shopee, was born. Shopee is an online marketplace platform that is used to practice buying and selling goods actively and easily. The products offered by this application are very diverse, ranging from garments, cellphones, beauty products, electronics, sports instruments, medicines, home furnishings, office stationery to food and beverages. Shopee services are implemented in interactions between producers and consumers quickly, easily and precisely. The advantages of Shopee are not only online business transactions, but Shopee is also a source of employment which is quite large and easy to work on. The sales strategy carried out by Shopee is very good so that this makes sellers and buyers more comfortable in shopping. The Shopee application is very suitable to be used as a sales medium because the promotional features provided by Shopee are able to increase the seller's sales profit. From the explanation above, the Hyunbina Collection business has a marketing method to sell products to consumers, it is necessary to use the Shopee Marketplace Sales to increase sales of women's bags. Based on the background of these problems, the authors are interested in compiling a Final Project report with the title "The Effect of Utilizing the Shopee Application in Increasing Sales of Hyunbina Collection".