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The rapid growth of digital technology and social media has reshaped communication practices, consumer behavior, and marketing approaches, particularly among Generation Z, who are widely recognized as digital natives. For this generation, social media serves as a major channel for obtaining information and exploring product references before making purchase decisions. In this environment, influencer marketing has emerged as a prominent promotional approach because it can foster audience interaction, emotional connection, and trust more effectively than conventional advertising. This study examines the role of influencer marketing in shaping the digital behavior of Generation Z in Indonesia. A qualitative literature review method was employed by analyzing secondary sources drawn from academic journals, books, and related publications. The findings indicate that influencer marketing has a meaningful influence on information-seeking behavior, decision-making processes, and the level of digital engagement among Generation Z. Influencers are commonly viewed as more credible, relatable, and authentic sources of information. Furthermore, the effectiveness of influencer marketing is determined more by credibility, authenticity, and the quality of interaction than by follower count alone. These findings suggest that companies should adopt digital marketing strategies that are more interactive, personalized, and relationship-oriented in order to engage Generation Z more effectively.

This study is motivated by the importance of maintaining consumer satisfaction amidst increasingly fierce competition in the culinary business, where Warteg Bunana faces challenges in the form of a decline in the number of customers over the past two years. The objective of this research is to determine and analyze the influence of social media promotion, location, and perceived value on consumer satisfaction at Warteg Bunana in Batam City. The research method used is a quantitative approach with a survey method through the distribution of questionnaires to 100 respondents selected using simple random sampling techniques. Data were analyzed using multiple linear regression analysis via SPSS software. The findings indicate that simultaneously, social media promotion, location, and perceived value have a significant effect on consumer satisfaction with an F value of 21,940 and a significance value of 0.000 < 0.05. Partially, all three variables also have a significant influence on consumer satisfaction. The coefficient of determination (R Square) of 0.407 shows that these variables explain 40.7% of consumer satisfaction. The implications of this research suggest that Warteg Bunana management needs to increase social media promotion consistently and maintain location comfort and service quality to improve consumers' perceived value on a sustainable basis

In today’s world, social media has become an everyday necessity for interacting and socializing with others, but it has both positive and negative effects, particularly on the younger generation. The roles of parents and educators are crucial in building the digital resilience of the younger generation. The solution is to provide early education to the younger generation, particularly new students for the 2025/2026 school year, during the School Orientation Program conducted by the UKMC Community Service Team. The purpose of this activity is to educate new students at SMK Xaverius Palembang to improve their understanding of digital literacy and online etiquette and to use social media more responsibly. The PkM Team served as guest speakers, presenting material on digital literacy and social media ethics, as well as real-life case studies, on Thursday, July 17, 2025, in the auditorium of SMK Xaverius Palembang. This activity is a community service initiative that uses interactive educational methods, in which the team presents five questions related to online gambling, fake news, cyberbullying, explicit content, and ending human trafficking in the form of digital posters, and the students explain them. The team also provided real-life examples and explained their causes and effects. Based on the results of the program, students demonstrated increased awareness of the risks associated with online gambling, fake news, cyberbullying, and explicit content, as well as the importance of combating human trafficking, and were more likely to adopt positive social media etiquette.

This study examines the influence of employer branding and social media on job application intention, with corporate reputation serving as a mediating variable at PT Prima Indah Lestari in the digital era. A quantitative explanatory approach with a causal research design was employed. Data were collected from 96 prospective employees selected through purposive sampling using a questionnaire. The data were analyzed using IBM SPSS Statistics, applying multiple linear regression analysis and the Sobel test. The findings indicate that employer branding, social media, and corporate reputation positively and significantly affect job application intention, both partially and simultaneously. Furthermore, the results confirm that corporate reputation significantly mediates the relationship between employer branding and social media on job application intention.

This study aims to elaborate on the determinants of consumer purchasing decisions by emphasizing the role of social media, trust levels, and product quality in the Blibli e-commerce ecosystem in Batam City. The applied methodological framework is based on a descriptive quantitative approach involving 204 respondents with active transaction track records, selected through a purposive sampling technique based on the Jacob Cohen formula to ensure proportionality and validity of sample representation. Empirical data were collected through a structured questionnaire, then processed using comprehensive statistical analysis stages that include instrument validity and reliability testing, classical assumption evaluation, multiple linear regression modeling, and hypothesis testing through partial (t) and simultaneous (F) tests. The analysis results revealed that social media intensity contributed 14.1% to purchasing decisions, trust influenced 36.0%, while product quality influenced 40.4%. The coefficient of determination (R²) value of 86.4% indicates that the three exogenous variables simultaneously have substantial explanatory power towards variations in purchasing decisions. The t-test and F-test findings consistently confirm the significant influence of both individual and collective factors, thus confirming that strengthening digital presence, platform credibility, and consistent product quality are strategic foundations in guiding the preferences and purchasing intentions of Blibli consumers in Batam City.

The development of information technology has transformed the way micro,small,and medium enterprises (MSMES) market their products and interact with consumers.social media now plays a crucial role as a primary tool in digital marketing strategies due to its ability to reach consumers widely, quickly, and interactively. This study aims to analyze how digital marketing strategies through social media can enhance consumer loyalityamong MSMES. This research employs a qualitative descriptive approach, collecting data through in-depth interviews, observation of social media activities, and documentation of several MSMEs in medan. The findings reveal that consistent implementation of digital marketing strategies through social media significantly improves consumer loyalty. The main factors influencing this improvement include engaging content quality, active interaction between sellers and customers, and the effective use of social media features such as paid advertisements and collaborations with local influencers. The study concludes that digital marketing strategies through social media not only boost sales but also strengthen long-term relationships between MSMEs and their customers. Therefore, optimizing social media utilization becomes a strategic step for MSMEs to remain competitive in the digital era.

Community service activities in Kalirahayu 1 Village aim to improve the utilization of social media as a marketing tool for Micro, Small, and Medium Enterprises (MSMEs). This initiative is important because many MSME actors in the village have not maximized social media usage, which limits their opportunities to increase product sales and market reach. The program was implemented through consultations, practical training, and continuous mentoring involving 10 MSME actors in Kalirahayu Village. Through this activity, participants were introduced to digital marketing strategies, including content creation, product promotion, and customer interaction through social media platforms. The results showed that MSME actors gained new knowledge and skills in using social media effectively, while students involved in the program also developed practical experience in digital marketing. Although several challenges were encountered, such as limited technological facilities and differences in participants’ initial knowledge levels, the program successfully increased awareness of the importance of digital marketing. This activity demonstrates strong potential for sustainable development and is expected to support the growth and competitiveness of MSMEs in rural areas.

Toothpick MSMEs in Tegal Jaya Hamlet, Batumarta I Village, still face challenges in product marketing and business financial management. Product marketing has not utilized social media due to limited knowledge and skills of MSME owners, while business financial records have not been systematically recorded despite the separation of personal and business finances. This mentoring activity aims to increase the capacity of MSME owners to utilize social media as a promotional tool and implement simple financial records. The implementation method includes socialization, interviews, training, and direct mentoring focused on creating social media promotional content and recording business income and expenses. The results of the activity indicate an increase in understanding and skills of MSME owners in using social media for product promotion and compiling financial records in a more orderly and systematic manner. This mentoring is expected to increase marketing effectiveness, support more planned business management, and encourage the sustainability of toothpick MSMEs in Tegal Jaya Hamlet.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving economic growth and providing employment in Indonesia. However, many MSMEs are still utilizing digital technology to leverage social media as a marketing tool and strengthen their branding. This study aims to analyze the use of social media to increase product branding and sales at the Warung Kue HJ. Risna MSME, located in Karang Rejo Village, Balikpapan City. The research method used is a descriptive quantitative approach, with data collection techniques through field observations, direct interviews with MSME owners, and direct mentoring regarding social media use and online store creation. The results of this study indicate that improving social media accounts, creating business locations on Google Maps, and installing business banners with more attractive designs and colors can increase business visibility and understanding of the importance of branding through digital technology, positively impacting market expansion and potentially increasing business sales. This activity is expected to become a model for sustainable digitalization-based MSME mentoring to increase competitiveness in the era of digital transformation.

Abstract. The rapid growth of social media has significantly changed communication patterns, self-expression, and employment opportunities, especially among younger generations. However, among vocational high school students, social media use is still largely focused on entertainment and has not been optimally utilized for skill development, personal branding, or economically productive activities. Addressing this issue, a community service program was conducted to enhance the knowledge, understanding, and practical skills of students at SMK YBPK Pare in creating creative, structured, and relevant social media content in line with the demands of the digital era in 2024. The program was implemented through the delivery of conceptual materials on social media fundamentals, content planning strategies, and effective content creation techniques. These materials were strengthened through interactive discussions and hands-on practice using smartphones and accessible editing applications. The participants included 40 students from grades X, XI, and XII, representing Generation Z with high social media usage intensity. The results showed improved student understanding of the purpose of social media, basic digital content concepts, and communicative content creation techniques. Students were able to produce simple promotional content to support school branding. In addition to technical skills, the program increased awareness of social media as a tool for self-development, digital literacy, and future employment or entrepreneurial opportunities, thereby contributing positively to students’ digital competencies and work readiness.

The utilization of digital technology in the Industry 4.0 era has become crucial for vocational high school (SMK) students to build economic independence. However, partners at SMKN 1 Selo still face obstacles in optimizing social media and digital platforms as effective promotional tools for student work and self-development. This community service activity aims to enhance students' understanding and skills in using social media (Instagram, TikTok) and other digital platforms as creative marketing instruments. The method employed is a descriptive qualitative approach through participatory training, which includes material presentation on digital branding strategies, visual content creation practices, and copywriting techniques. The results of the activity indicate a significant improvement in students' technical abilities, where they demonstrated the capacity to produce engaging promotional content and understand social media algorithms to reach a wider audience. This study aims to describe the process and impact of utilizing social media and digital platforms as promotional tools for SMKN 1 Selo students. The primary focus of this activity is to provide a deep understanding of personal branding strategies and creative product marketing in the digital age. Through this program, it is expected that SMKN 1 Selo students will possess higher digital competitiveness and the ability to leverage the digital ecosystem to support the promotion of vocational products and their professional profiles in the future.

Lovebysisdaisy is a micro, small, and medium enterprise (MSME) producing handmade phone charm accessories and operating as a home-based business with limited digital marketing capabilities. This community service program aimed to strengthen digital marketing through Instagram optimization and the utilization of Shopee as an e-commerce platform. A participatory approach was applied, involving the business owner from problem identification to evaluation. Methods included observation, interviews, and digital documentation, followed by assistance in content development and Shopee store management. The results show that structured Instagram content improved visual consistency and audience engagement, while the establishment of a Shopee store enabled organized product catalogs and initial customer interactions. These outcomes indicate increased digital awareness and readiness of the MSME to implement sustainable online marketing strategies and expand market access.

The development of digital technology has brought about significant changes in the way society constructs identity and interprets culture. This study aims to examine how cultural literacy and social media use influence each other in the process of cultural transformation in Indonesia. The research was conducted using a qualitative descriptive approach through a review of various relevant literature sources. The results indicate that the flood of unfiltered digital information often leads to misunderstandings, shifts in cultural values, and the weakening of local identity. On the other hand, social media continues to provide significant opportunities to preserve traditions and promote local culture through various forms of digital content. This study also found that digital literacy including the ability to think critically, understand visual context, and assess the credibility of information is key to society's wise use of social media. The younger generation plays a crucial role in this process as they are the largest users of social media and the primary producers of cultural content. The synergy between cultural literacy, digital literacy, and responsible use of social media plays a role in guiding the nation's cultural transformation in a more positive direction.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.

This research aims to analyze the role of internal social media (ISM) in facilitating collaboration and innovation among employees within organizations. With the increasing adoption of digital platforms in the workplace, ISM has become an important tool for enhancing communication, knowledge sharing, and social interaction. This study explores how the use of ISM influences employee collaboration, leading to increased innovation and overall organizational performance. Through surveys and interviews with employees across various industries, this research gathers data on ISM usage, perceptions of collaboration, and levels of innovation. The results of the study indicate that ISM plays a significant role in enhancing employee collaboration by providing a platform for easy communication, information sharing, and community building. Furthermore, the study finds that collaboration facilitated by ISM positively impacts employee innovation, leading to the development of new ideas, improved processes, and enhanced products. This research highlights the importance of ISM in fostering a culture of collaboration and innovation within organizations and provides practical insights for organizations looking to leverage ISM for competitive advantage.

Social media has become the main platform for university students to express themselves and build professional reputation. However, many students have not yet been able to utilize social media positively to support their academic and career growth. This community service aimed to strengthen students’ understanding and skills in developing personal branding through effective social media utilization. The program was implemented through workshops, discussions, and mentoring for students of the Faculty of Economics and Business, Universitas Negeri Makassar. Pre-test and post-test evaluations were conducted to assess participants’ knowledge improvement. The students’ average score increased, indicating significant improvement. Majority of participants began applying personal branding strategies on their social media accounts. The activity effectively enhanced students’ awareness and ability to build professional online identities.

Social media has become the main platform for university students to express themselves and build professional reputation. However, many students have not yet been able to utilize social media positively to support their academic and career growth. This community service aimed to strengthen students’ understanding and skills in developing personal branding through effective social media utilization. The program was implemented through workshops, discussions, and mentoring for students of the Faculty of Economics and Business, Universitas Negeri Makassar. Pre-test and post-test evaluations were conducted to assess participants’ knowledge improvement. The students’ average score increased, indicating significant improvement. Majority of participants began applying personal branding strategies on their social media accounts. The activity effectively enhanced students’ awareness and ability to build professional online identities.

In the context of the influence of social media on the learning concentration of Students in the learning concentration if students in the J-PBSI (Indonesia Language and Literature Education Department) at Lambung Mangkurat University, social media is one of the most influential technological products in the lives of students today. Students in J-PBSI at Lambung Mangkurat University are increasingly dependent on various digital platfroms to support their educational processes. Theses applicantions have become essential tools for socializing and sharing information with other students. The influence of social media use on the learning concentration of J-PBSI students shows that many students experience a lack of focus while studying due to the distracting effects of social media. This distraction often reduces students’ ability to contcentrate, which in turn affects their overall to concentrate, which in turn affects their overall learning performance. This study uses a descriptive qualitative method with in-depth interviem techniques conducted with several students from the Indonesia Language and Literature Education Department. The results of the most students use sosial media on a daily basis. High usage of social media tends to decrease learning concentration because students are often distracted by notifications of the urge to open social media while studying. However, there are also J-PBSI students who use social media effectively, utilizing it as an additional learning resource. Thus, the influence of social media is twofold, depending on the intensity and purpose of ir use. This study aims to determine the extent to which social media affects students’ learning concentration. It is also expected to provide a better understanding of how social media influences the learning process. Students are encouraged to use social media wisely and responsibly so that is does not interfere with their focus on studying, but instead supports their academic activities.

The development of Information Technology in recent years has been very rapid, including the development of social media. Almost all layers of society use social media, and in today's life, it is difficult to be separated from social media. However, this development does not match the understanding of healthy social media usage. Not a few, in fact many, members of society have encountered legal cases due to a lack of understanding of how to use social media. Some become victims and perpetrators without realizing it; some people become victims because they are not proficient in technology, while others become victims or even perpetrators due to not understanding the legal rules. This results in legal consequences that will have broad impacts, not only on the children and their families but also on the victims and society. This legal counseling collaborates knowledge of technology and legal understanding, so it is expected to provide understanding to all teenagers at SMA N 5 Batanghari. About Ethical and Law-Based Social Media Education. Providing understanding to students of SMA N 5 Batanghari about a healthy digital culture: healthy and law-based social media education and providing understanding of preventive measures to avoid becoming victims or perpetrators of criminal acts in the future.