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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.

This community service program aims to implement a technology-based digital marketing mix strategy to promote the education program of the Barisan Mujahid Matita (BMM) Da'wah House to teenagers in the Titipapan area, Medan. The methods used include digital audience analysis to identify the characteristics of Generation Z, planning data-driven content strategies using artificial intelligence (AI) tools, and implementing integrated digital campaigns through various social media platforms such as Instagram, TikTok, and YouTube. The activities also include intensive mentoring and practical training for adolescents in creative content creation, da'wah copywriting, social media management, and digital campaign performance evaluation. The results of the program showed an increase in adolescent participation in BMM's education program by 65%, a growth in social media engagement by 200%, and the formation of an independent and sustainable adolescent digital content team. This program proves that the integration of digital technology in religious education marketing strategies is not only effective in reaching adolescents, but also encourages active engagement, creativity, and positive digital literacy in the community.

The development of digital technology has encouraged companies to adjust their marketing strategies, one of which is by utilizing social media. Shopee, as one of the largest e-commerce platforms in Indonesia, actively uses social media to expand its market reach, enhance its brand image, and attract consumers. This study aims to analyze how Shopee uses social media in its marketing strategy, focusing on the types of strategies used and their effectiveness in influencing consumers. The research method used is a Google form. The analysis is conducted by collecting questionnaire results from people who have filled it out and comparing them with other results. The results show that Shopee uses social media through various approaches, such as collaborating with influencers, creating creative content, and running interactive promotional campaigns on platforms such as Instagram, TikTok, and YouTube. These strategies have proven effective in increasing brand awareness, building interactions with consumers, and encouraging customer loyalty and purchasing decisions. This study concludes that social media plays an important role in supporting the success of Shopee's marketing strategy. These findings are expected to serve as a reference for e-commerce companies and other businesses in developing effective digital marketing strategies.

The development of digital technology has transformed how businesses build brand image through social media. This study aims to determine the role of creative content in enhancing the brand awareness of Sopiri Driving School through social media platforms such as Instagram and TikTok. The research method used is Research and Development (R&D) adapted from the Borg & Gall model, consisting of problem identification, design, development, testing, and evaluation stages. The study produced two promotional videos of 30 seconds each. The results showed that implementing creative content with storytelling and dynamic visuals significantly increased brand awareness. Trial data revealed that social media followers increased by more than 90%, and the engagement rate rose from 3.5% to 8.2% after the content was published. Moreover, 83% of survey respondents stated they recognized Sopiri Driving School after watching the promotional videos. The study concludes that creative content plays an essential role in building a professional brand image and attracting audiences through social media. An effective content strategy not only serves as a promotional tool but also as an interactive communication medium that strengthens the emotional bond between the brand and its audience.

This study analyzes the optimization of creative content production on the TikTok platform of Garuda Systrain Interindo, a company engaged in occupational safety and health (K3) certification services. The research aims to (1) identify how the content production process is optimized and (2) examine how such optimization improves the effectiveness of creative content based on the principles of Integrated Marketing Communication (IMC). Using a qualitative descriptive approach, data were collected through observation of the company’s TikTok content, documentation, and analysis of content performance indicators. The results show that the optimization process includes structured planning through content planning sheets, determination of content pillars, talent briefing, consistency in editing style, and template standardization. These efforts are supported by post-production activities such as scheduling, performance monitoring, and evaluation through TikTok Analytics. Furthermore, the optimization significantly enhances content effectiveness, as indicated by increased engagement, reach, and stable performance of educational content. The implementation of IMC particularly in terms of message consistency, visual uniformity, and brand identity integration strengthens brand awareness and improves the clarity of K3 educational messages delivered to audiences. Overall, optimized and IMC-based content production contributes to more effective digital communication and strengthens the company’s professional image on social media.  

A digital marketing mentoring program is an effective strategy for increasing the competitiveness of micro, small, and medium enterprises (MSMEs) in the digital economy era. The objective of this community service activity is to strengthen the marketing of the Permata Chips MSME through the utilization of social media, creative content production, and optimization of consistently scheduled online promotions. The methods used in implementing this program include training, direct mentoring, and content implementation to support online promotional activities. Results show a significant increase in promotional reach, more active customer interaction, improved brand perception, and increased transactions and repeat purchases. The implementation of digital marketing also provides benefits in the form of broader market expansion across regions and efficiency in the product offering process. This program is expected to become a model of capacity-based mentoring that can be replicated by other MSMEs, with implications for strengthening marketing accountability and the future sustainability of MSME businesses.

The development of digital technology and social media provides both opportunities and challenges for the preservation of traditional arts such as Wayang Golek from West Java, which is rich in cultural, moral, and Islamic preaching values. Wayang Golek has long served as a medium for da'wah, conveying religious teachings creatively through artistic performances. However, changes in the preferences of younger generations who favor instant digital content put this traditional art at risk of being forgotten. This study uses a qualitative method with a literature study approach to examine the role of social media in revitalizing Wayang Golek as a medium for cultural preservation and Islamic da'wah. The research results show that social media such as YouTube, Instagram, and TikTok play an important role in expanding access and public interest, especially among young people, through interactive and engaging educational content. However, limitations in technological proficiency and lack of support are major obstacles. Social media. It not only functions as a tool for communication and entertainment but also serves as a means of documentation and cultural education that can build virtual communities and a strong cultural identity. This study recommends strengthening digital training for artists, cross-sector collaboration, and creative content innovation to maintain the relevance and sustainability of Wayang Golek in the modern era. Adapting digital technology is an important strategy to align the preservation of traditional arts with the development of the times without losing the essence of cultural values and the messages contained within.

The development of digital technology has changed consumer interaction and behavior patterns, including in purchasing decisions. Social media, especially TikTok, has become a strategic platform in marketing due to its interactive and visual content-based nature. Wardah, as a local cosmetics brand, utilizes TikTok through content marketing and Electronic Word of Mouth (E-WOM) strategies to strengthen brand awareness and encourage purchasing interest. This study aims to analyze the influence of content marketing and E-WOM on TikTok social media on the decision to purchase Wardah products. The research method used is quantitative with an associative approach. The research sample consisted of 97 respondents determined through purposive sampling. Data analysis was conducted using validity and reliability tests, descriptive analysis, classical assumption tests, hypothesis testing, multiple linear regression analysis, and the coefficient of determination R2. The results showed that content marketing had a positive and significant effect on purchasing decisions (t-count = 2.188; sig. 0.031). E-WOM also has a positive and significant effect (t-count = 15.020; sig. 0.001), with a more dominant effect than content marketing. Simultaneously, both social media have a significant effect on purchasing decisions (F-count = 119.690; sig. 0.001). The coefficient of determination (R²) of 0.718 indicates that 71.8% of the variation in purchasing decisions can be explained by both social factors, while 28.2% is influenced by other social factors outside the scope of this study. These findings confirm the importance of digital marketing strategies based on creative content and consumer reviews in increasing purchasing decisions for Wardah products on TikTok.

The Regional Secretariat of Bogor City, through the Protocol and Leadership Communication Division (Prokompim), utilizes social media as a medium for public communication, focusing on the Instagram account @pemkotbogor. This study aims to analyze how the account is managed as a communication medium by the Public Relations Division and to identify the communication model applied using the Circular Model of SoMe for Social Communications (Share, Optimize, Manage, Engage). Using a qualitative descriptive method with interviews, observations, and literature studies, the research found that @pemkotbogor is managed systematically through information sharing, content optimization, account management, and public engagement. The implementation of this model has made Instagram an effective platform for disseminating government policies, promoting official activities, and strengthening the city government's positive image. Overall, the account’s management has been effective and supports two-way communication between the government and the public, though improvements are still needed in real-time interaction and creative content development to enhance engagement.

Animated films are not only a medium of entertainment but also an effective tool for delivering moral, social, and educational values through innovative storytelling and engaging visual styles. In Indonesia, although many animated films are broadcast on national television, only a limited number originate from domestic creators. This condition highlights the need to strengthen local creative content that reflects Indonesia’s cultural and environmental identity. The present design project aims to develop an alternative television program in the form of a 2D animated film that emphasizes the preservation of Mentilin, an endemic animal of Bangka Island, while simultaneously serving as an educational medium for the local community. The research and design process employed a qualitative approach, focusing on data collection through observation, interviews, and literature review to identify effective strategies for socialization and education. The animation production of Mentilin, The Tiny Tarsier was carried out in three main stages: pre-production, including concept development and storyboarding; production, involving character design, background creation, and animation; and post-production, which covered editing, sound design, and final rendering. The preliminary evaluation indicated that the animation successfully captured local cultural elements and delivered messages about environmental awareness in an engaging manner. This design is expected not only to provide a creative educational platform for the community but also to contribute to the broader efforts of environmental preservation and the development of Indonesia’s animation industry. Furthermore, the program has the potential to be expanded as a replicable model for other regions in promoting endemic species conservation through creative media.

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.

In the digital era, conventional media such as radio face significant challenges due to shifts in media consumption behavior, particularly among urban youth who prefer digital platforms and social media. Jak 101 FM has adapted by utilizing Instagram digital media in an off-air program titled “Jak After School” to reach a broader audience and build a positive image. This study examines the public relations strategy of Jak 101 FM in managing Instagram as part of promotion and image enhancement using descriptive qualitative methods and Chris Heuer's 4C theory (context, communication, collaboration, and connection). Research findings show that Jak 101 FM's public relations strategy involves creative content production, utilization of Instagram's interactive features, collaborating with local communities and influencers, and building emotional connections with audiences. The “Jak After School” program become an effective medium that strengthens audience loyalty and maintains Jak 101 FM's existence amid digital media industry competition.

The development of digital technology has significantly changed the global marketing landscape, providing a huge opportunity for Micro, Small, and Medium Enterprises (MSMEs) to build and strengthen their brands in a more effective, efficient, and affordable way. This research aims to examine and analyze digital branding strategies implemented by MSMEs in facing various challenges and taking advantage of opportunities that arise in the era of digital transformation. A qualitative descriptive approach was used in this study, with data collection through in-depth interviews, direct observations, and documentation studies on a number of MSME actors who actively utilize digital platforms. Interactive analysis techniques are used to process and analyze the data obtained systematically. The results of the study show that the strategic use of digital platforms such as social media, marketplaces, and websites has great potential in improving brand image, expanding market reach, and strengthening the competitiveness of MSME products in the midst of increasingly fierce competition. One of the key elements of successful digital branding is consistency in visual communication, relevant message delivery, and activeness in building interactions with customers. In addition, the use of digital marketing features such as paid advertising, creative content, influencer marketing, and customer relationship management also supports strengthening brand identity and consumer loyalty. However, the effectiveness of this strategy is greatly influenced by the level of digital literacy, access to technology, and managerial capacity of MSME actors. Therefore, support from the government and related institutions in the form of training, mentoring, and affirmative policies is needed to encourage inclusive and sustainable digital transformation. This research provides practical and theoretical

Advances in digital technology have brought significant changes in the way local brands build their brand image and positioning in the market. Social media is one of the main platforms used in marketing communication strategies because of its ability to reach a wide and interactive audience. This research aims to analyze the marketing communication strategy implemented by Daclen, a local fashion brand from Bandung, in shaping sales positioning through the Instagram account @Daclen.id and its official website. The research method used was qualitative descriptive with data collection through in-depth interviews, observations, and documentation. The analysis was carried out using the Circular Method of SOME (Share, Optimize, Manage, Engage) approach which emphasizes the connection between content sharing, message optimization, communication channel management, and active engagement with consumers. The results show that Daclen has succeeded in developing a simple, yet consistent and targeted digital communication strategy. Instagram is used as the primary medium to strengthen the visual power of brands, through uploading high-quality product photos, promotional videos, and active interaction with audiences. Meanwhile, Daclen's official website functions as a credibility center that provides complete information about products, prices, and after-sales service. The combination of the two creates a well-rounded consumer experience and supports an exclusive perception of the brand. Each stage in the SOME model is executed optimally. The Share stage includes the distribution of creative content with a consistent upload schedule. Optimize is done by adjusting messages according to trends and audience responses. Manage focuses on account management and interaction monitoring, while Engage focuses on building emotional connections through quick responses and interactive content. The implications of this study show that the SOME-model-based digital communication approach can help local brands such as Daclen strengthen their positioning, build an exclusive image, and create long-term relationships with consumers amid increasingly fierce competition in the digital fashion industry.

TikTok has transformed into an effective digital marketing platform, not only for introducing products but also for shaping impulsive shopping behavior. This study aims to analyze the impulsive shopping behavior of Generation Z on TikTok Shop. The research was conducted using a qualitative descriptive approach, with data obtained from digital searches and observations. The findings indicate that Generation Z has a strong interest in utilizing the TikTok Shop feature within the TikTok application, making it one of their preferred alternatives for online shopping transactions. TikTok significantly influences Generation Z’s shopping behavior, as they tend to purchase products after seeing them on the platform. Businesses leverage TikTok as an efficient marketing tool, particularly through creative content, short videos, and influencer recommendations. By utilizing an algorithm that tailors content to users’ preferences, TikTok Shop creates offers that appear attractive to consumers. Generation Z is often influenced to buy items they do not actually need. Sudden purchases driven by emotions—such as low prices or limited-time offers—often lead them to overlook product quality. As a generation living in the digital era, Gen Z needs to better regulate their impulsive consumer behavior. Wisely utilizing technology and understanding the marketing strategies used by platforms like TikTok Shop can help them avoid excessive impulsive spending. By prioritizing needs over wants and carefully considering the value and benefits of a product before purchasing, Gen Z can become smarter and more responsible consumers.

The development of social media has encouraged the growth of local fashion brand businesses, including Aerostreet. This shoe brand has succeeded in utilizing TikTok as its main marketing strategy, outperforming other platforms. This research analyzes the strategy of increasing Aerostreet consumer buying interest through advertising on TikTok using digital observation methods, content analysis and secondary data. The research results show that strategies such as In-Feed Ads, Branded Hashtag Challenge, collaboration with influencers, and the use of For You Page (FYP) are effective in increasing brand awareness, engagement, and consumer trust. Creative content and storytelling also play a role in increasing sales conversions. These findings prove that digital marketing on TikTok can help local brands expand their market and increase their competitiveness. For further effectiveness, Aerostreet is advised to continue to innovate in content creation and expand collaboration with appropriate influencers and Key Opinion Leaders (KOL).

This study was conducted to examine the effectiveness of the use of influencer services by business actors seruit tampah mengan geh in increasing sales of their products. The results of the study found that the use of influencer services can be categorized as effective and efficient, this is evidenced by the increase in product brand awareness, increased consumer trust through honest influencer reviews, targeted audiences and more creative content results that attract the interest of viewers of the content produced.

The UMKM training in Sepulu Village, Bangkalan aims to enhance entrepreneurs' abilities to tackle marketing challenges in the digital era. Challenges such as low digital literacy, limited access to technology, and underutilization of digital platforms are major obstacles for UMKM. This study adopts a participatory, need-based approach, encompassing needs analysis, program design, implementation, and post-training evaluation. The training materials cover digital marketing introduction, strategies for using social media and e-commerce, and creative content creation. The results show improved participants' understanding of digital marketing and their ability to leverage technology to expand markets and boost sales. This training is expected to drive UMKM growth, foster relevant marketing innovations, and positively impact the local economy.

Digitization of cooperatives and the use of technology are strategic steps in increasing economic competitiveness in the Madura handwritten batik sector, especially in Central Pakandangan Village, Sumenep Regency. This program aims to empower handwritten batik artisans through technology integration and digital capacity building. Some of the main activities include Search Engine Optimization (SEO) training, digital financial management through Accountable Digital Financial Management, digital cash book preparation, as well as Social Media Officer training and social media management strategies. The participants were also trained to create creative content, carry out digital branding of batik through logo design and visual branding, as well as build digital partnerships and cooperation. In addition, technological innovations are introduced through the use of night blasting machines to support production efficiency. This approach is expected to be able to increase the visibility of Madura written batik products, expand the market, and strengthen the competitiveness of artisans in the digital era. With a combination of training and the application of technology, this program contributes to the transformation of the digital-based economy in the Madura batik sector.

This study examines the impact of implementing E-Business systems on Micro, Small, and Medium Enterprises (UMKM) in Indonesia, highlighting the challenges and opportunities presented by the digital era. The aim of this research is to identify the benefits of E-Business for UMKM, assess the barriers to its adoption, and propose strategies for effective implementation. A qualitative research method was employed, utilizing literature review and thematic analysis to gather relevant data from various sources. The findings indicate that E-Business can significantly enhance market access, operational efficiency, and customer satisfaction for UMKM. However, challenges such as limited knowledge and technological resources hinder effective implementation. This study concludes that UMKM should invest in training programs to improve digital skills and collaborate with the private sector to enhance digital infrastructure. It is recommended that UMKM focus on creative content development and engage with younger generations for effective marketing through social media.