Publication Search

This study aims to analyze how the TikTok and Instagram Reels algorithms play a role in the distribution of multimedia content and their implications for content visibility, user engagement, and digital marketing practices. The research method used is a qualitative approach through a Systematic Literature Review by analyzing articles from accredited national journals and reputable international journals published in the period 2020-2025. The literature search process was carried out systematically through openly accessible scientific databases, then selected using inclusion and exclusion criteria to ensure the relevance and quality of the sources. The research findings show that the TikTok and Instagram Reels algorithms both rely on analysis of user behavior, initial engagement levels, and the characteristics of short-form audiovisual content in determining content distribution. TikTok emphasizes an interest-based recommendation system that allows content from new creators to gain broad reach, while Instagram Reels combines algorithmic recommendations with established social networks. The implications of this study emphasize that understanding the mechanics of algorithms is a strategic factor for content creators, business actors, and digital marketing practitioners in designing effective, adaptive, and sustainable multimedia content distribution strategies.

This study evaluates the legal perspective concerning business competition in Indonesia regarding alleged abuse of dominant power in the competition between digital platforms TikTok Shop (including the acquisition of Tokopedia) and Shopee. The method applied is normative juridical with a case study approach, referring to Law Number 5 of 1999, particularly Articles 19–21 related to market control and Article 20 concerning below-cost selling practices. The analysis focuses on inter-platform integration, aggressive discount strategies, use of cross-platform data, as well as post-acquisition behavior that may hinder healthy competition. The assessment is conducted by considering market structure, business actors' behavior, and law enforcement efforts by the Business Competition Supervisory Commission (KPPU). Research findings indicate that although TikTok Shop has strong competitiveness following the acquisition, proving the existence of abuse of a dominant position requires meeting legal and economic provisions rigorously. Therefore, the implementation of conditional approval and remedial measures by the KPPU is considered a reasonable step to maintain a healthy business competition environment in the digital era.

This study aims to analyze the digital marketing strategies implemented to enhance branding in the Muslim fashion business at the "Hilya Collection" Store in Lamongan. Using a deductive qualitative approach, data were obtained through online interviews and literature studies from various sources, such as books, articles, journals, and relevant social media. The "Hilya Collection" Store utilizes social media for product promotion, collaborating with agents and resellers through WhatsApp groups, Instagram Reels, Shopee accounts, Facebook, and TikTok. This digital marketing strategy helps the store build strong branding, increase customer trust, and expand its market reach globally. With consistent implementation of the right digital strategy, this business can compete in a wider market, reach more Muslim customers, and have a positive impact on the store's development. It is hoped that the implementation of this digital marketing strategy will continue to support the growth and success of the "Hilya Collection" Store in facing increasingly fierce market competition.

This study aims to analyze the implementation of the Salam contract in the online sales system of Kwala Official, an online store selling bedding through the marketplaces Shopee, Tokopedia, TikTok, and Blibli. The research method used a qualitative case study approach, with data collection techniques through interviews, observation, and documentation. The results indicate that online sales transactions at Kwala Official reflect the principles of the Salam contract, characterized by advance payment before receiving the goods, clear product information, and guaranteed delivery times. Furthermore, the implementation of the Salam contract is further strengthened by the marketplace system, which provides advance payment facilities, return policies, and refund mechanisms, thus providing protection for buyers. The study also identified supporting factors, such as clear product descriptions and good store management, as well as inhibiting factors such as shipping delays caused by the shipping company, differences in product appearance, and marketplace technical issues. Overall, transaction practices at Kwala Official comply with the terms and conditions of the Salam contract from a Sharia perspective.

This study examines the influence of e-commerce developments on the consumption patterns of Generation Z in Indonesia, the first generation to grow up in the digital era with widespread access to technology, the internet, and social media. Using a literature review method and a qualitative descriptive approach, this study analyzes various factors influencing Gen Z's consumption behavior through e-commerce platforms such as Shopee, Tokopedia, and TikTok Shop. The findings indicate that easy access, attractive promotions such as flash sales, and interactions through social media encourage impulsive consumer behavior. However, e-commerce also has a positive impact in the form of opportunities for the development of digital MSMEs that empower the younger generation economically. Furthermore, the COVID-19 pandemic has accelerated the adoption of online shopping, changing consumption patterns and opening new opportunities for MSMEs. The main challenge faced is the risk of impulsive buying, which can lead to financial and mental health problems. Therefore, financial literacy education and digital marketing regulations are essential to shaping healthy and sustainable consumption patterns for Generation Z. This study provides insights for the government, business actors, and the public in optimizing the benefits of e-commerce while minimizing its negative impacts.  

Pakpak Bharat Gambir Tea MSMEs are products extracted from the young leaves of the Gambir plant. Not many people know about Gambir tea and its benefits or functions. Gambir tea products can only be found in online marketplaces, such as Tokopedia, Shopee, Lazada, Mbizmarket.co.id, and Indotrading, where Gambir tea producers are registered with the Pakpak Bharat Regency. One local exporter, Agro Lestari, sells "Gambier Leaf Tea" packaged in boxes with aluminum foil with 25 sachets. Offline sales in Pakpak Bharat Regency are still lacking, both in traditional markets, modern markets such as Indomaret, shops or stalls. Pakpak Bharat Gambir Tea, especially Gambir Sondel leaf tea, has been marketed to several regions in Indonesia, through wholesalers, trading partners and online resellers and social media such as TikTok, Facebook and Instagram, but the content does not provide an explanation of what Gambir tea is, its benefits or functions. The problem is:(1)What types of marketing strategies are effective? (2)How to design online and offline marketing? Objectives:(1)Help the process of understanding effective marketing strategies. (2)Help how to design online and offline marketing. The implementation of the lecture method is accompanied by questions and answers, demonstrations and practice. Gambir Pakpak Bharat tea UMKM carries out effective marketing strategies through market segmentation, targeted markets and fulfilled according to needs. The distribution system is through direct sales at outlets, delivery applications integrated with third-party applications such as GoFood or GrabFood, and online marketplaces as well as marketing communications using social media. and collaborating with local influencers