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The swift proliferation of short-video-centric social media, notably TikTok, has revolutionized the educational landscape by facilitating novel methods of knowledge production, dissemination, and interpretation. This phenomenon denotes a transition in media and signifies an epistemological transformation in educational practices within the digital age. This study seeks to analyze the representation and interpretation of knowledge in TikTok educational content using a qualitative methodology grounded in an interpretive case study framework. Data were gathered via digital participant observation, comprehensive interviews, and document analysis involving 12 participants, comprising educational content creators and active TikTok users in higher education settings. Thematic data analysis was performed utilizing a Multimodal Critical Discourse Analysis framework to elucidate the interplay among visual, verbal, and auditory components in the construction of meaning. The results show three main patterns: the conflict between quick understanding and deep knowledge, the importance of emotional multimodal experiences in learning, and the negotiation of knowledge authority in changing digital spaces. These results indicate that learning via TikTok encompasses not only cognitive aspects but also intricate emotional, aesthetic, and social dimensions. This study theoretically enhances multimodal discourse analysis by integrating users' subjective experiences, while practically informing the advancement of critical digital literacy and the design of social media-based learning. Moreover, this study facilitates additional investigation into algorithmic dynamics, digital identity, and the evolution of learning methodologies within platform-centric contexts.

This study aims to determine the influence of Jejuby's TikTok content on the purchasing decisions of followers of the @jejubyofficial TikTok account. In today's digital age, social media platforms like TikTok have become one of the most effective promotional tools for reaching consumers, particularly in the beauty and skincare industry. Jejuby, as a local brand on the rise, actively leverages TikTok as a marketing platform by creating various types of content, including tutorials, testimonials, and visually appealing content. The theories used in this study are the Marketing Communication Theory with dimensions: Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The Content Theory with dimensions: Credible, Shareable, Useful or Fun, Interesting, Relevant, Different, On Brand. The Purchase Decision Theory with dimensions: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior. This study used a quantitative approach with a survey method. Sampling was conducted using simple random sampling and calculated using the Slovin formula with a margin of error of 5%. Data collection was carried out by distributing questionnaires to 92 respondents who were followers of the @jejubyofficial TikTok account. The research instrument was tested using validity and reliability tests, while data analysis was conducted using simple linear regression with a correlation coefficient (R) value of 0.711 in the strong category. The coefficient of determination (R²) value of 0.506 indicates that 50.6% of purchasing decisions are influenced by TikTok content, while 49.4% are influenced by other factors. The research results for TikTok content had an average of 3.47, while purchase decisions had an average of 3.54. The research results indicate that there is a significant influence between Jejuby's TikTok content and its followers' purchase decisions. This means that content packaged in a relevant manner and aligned with the brand's identity can influence consumers' decisions to purchase Jejuby products.

This study examines the phenomenon of code-mixing among Generation Z in Banjarmasin, particularly in The comments section of TikTok content, which has become a primary digital expression space for young People. The aim of this study was to identify the forms, patterns, and social and cultural factors underlying This linguistic practice. Using descriptive qualitative methods with listening and note-taking techniques, Information was collected from comments on two TikTok posts on the accounts @BudRab and @Fazarbungaz. The findings indicate that the code-mixing that occurred was dominated by the insertion Of Banjarese elements into Indonesian (Banjar-Indonesian code-mixing), as well as a mixture of Banjarese, Indonesian, and English (Outer Code-mixing and Mixed Code-mixing). The forms of code-mixing found Included the insertion of Banjarese words, phrases, and lexical items such as kd (kada), makai, and mun. An analysis of the functions of code-mixing shows that this practice has a dual role: referential (for specific Local contexts), directive (to guide conversations), emotive/expressive (to indicate emotional closeness, for Example, longitude), and most importantly, as a marker of digital identity and cultural solidarity among Banjar speakers in the digital realm. This phenomenon confirms that social media serves as a new, flexible and essential space for the Banjar language to survive and negotiate with global and national languages. This study contributes to sociolinguistics by mapping the dynamics of language evolution among Gen Z in A digital context, highlighting the creative and social aspects of code-mixing.

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.  

The phenomenon of TikTok content aesthetics has emerged as a new strategy in tourism promotion, including in Labuan Bajo. However, not all content produced has appealing aesthetic quality. Many videos still appear monotonous, lack creativity, or fail to highlight local uniqueness. As a result, some content falls short in building a strong destination image and instead gets lost in the increasingly saturated digital content competition. This research aims to examine in depth how the aesthetics of TikTok content contribute to increasing tourist interest in visiting Labuan Bajo, one of Indonesia’s super-priority destinations. Labuan Bajo was chosen as a case study not only because of its world-class tourism appeal but also because it is currently being actively promoted through digital branding strategies. The study employs a qualitative approach with a case study design. Data were collected through TikTok content observation, in-depth interviews with content creators and local tourism stakeholders, as well as literature analysis on smart tourism and destination branding. This approach was selected to uncover the underlying meaning behind aesthetic content strategies while also highlighting the challenges faced in their implementation. The findings reveal that the aesthetics of TikTok content play a significant role in building a positive image of Labuan Bajo, enhancing its visual appeal, and creating emotional connections between prospective tourists and the destination. Nevertheless, the research also identifies challenges such as limited digital literacy, uneven content quality, and the risk of narrative homogenization that may reduce local uniqueness. Based on these findings, the study recommends the development of destination branding strategies that are more adaptive to social media trends, including the creation of aesthetic guidelines rooted in local culture, digital literacy training for tourism stakeholders, and close collaboration between government, industry, and content creators. Through these efforts, Labuan Bajo has the potential to strengthen its position as a leading world-class destination.

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy which have a strategic role in national economic development. In the context of the traditional culinary industry, pempek as one of Palembang's typical foods has great economic potential. This traditional food has become a superior commodity that is not only popular in its area of ​​origin, but has also spread to various regions in Indonesia. In this Real Work Lecture (KKN), the activity began with field observation methods, in-depth interviews, and FGD (Focus Group Discussion) aimed at discussing the concept of developing promotional media and business identity together with business owners in order to identify the main problems faced, especially in terms of promotional media and business identity. The main problem faced is the limitations in marketing and branding aspects, especially in terms of effective promotional media such as banners, TikTok content, business cards and strong business identities such as business plaques and websites. Through the right approach, it aims to increase business visibility, expand market reach, and ultimately increase sales turnover. The mentoring program has succeeded in increasing the managerial capabilities of MSME owners in managing modern marketing aspects. Training in the use of digital platforms such as Instagram, Tiktok and WhatsApp Business has equipped business actors with practical skills in creating attractive visual content and strategic publication scheduling. changing the business approach from being conventional to being more professional and systematic.

Digital transformation has reconstructed the marketing landscape, presenting TikTok as a narrative and affective space in shaping consumption decisions. This study investigates the interaction between Storytelling Marketing (STM), Electronic Word of Mouth (e-WOM), and Fear of Missing Out (FOMO) in mediating One Piece comic purchase intention. With a PLS-SEM approach to 385 respondents, it was found that STM and e-WOM not only have a direct impact on purchasing decisions, but also form a psychological resonance in the form of FOMO which strengthens consumptive urges. TikTok in this case is not just a medium, but an affective field where perceptions, emotions, and social impulses intertwine, blurring the line between narrative and economic decisions. This finding confirms the role of content strategy as a construction of meaning that activates symbolic ownership through collective emotional urgency.

This study examines the reception of Riau University students regarding sharing culture with the "first person challenge" in @Iben M.A TikTok content. Using Stuart Hall's reception analysis approach with qualitative methodology, this research involved interviews with ten students from diverse faculties. The findings reveal three distinct reception positions: dominant (three informants who fully accept the content as positive sharing culture), negotiated (five informants who accept with reservations about public display of charity), and oppositional (two informants who reject the content as exploitation or virtue signaling). Reception differences were influenced by economic background, religion, parental upbringing, education, interests, and habits. Despite varying interpretations, most informants recognized the content's positive impact while expressing concerns about maintaining the essence of sharing culture in digital media representation..

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

The development of technology and social media, especially TikTok, has changed the way consumers interact with products and brands. This article aims to explore the impact of the language and communication used on TikTok on consumer behavior, especially in the context of impulse purchases. Through a qualitative approach, the study analyzed TikTok content that focuses on product promotion and how language and communication styles influence purchasing decisions. The results show that the use of engaging and communicative language on TikTok can increase buying interest and encourage consumptive behavior among users.

This study examines the influence of visual aesthetics and personal branding on the and social currency of TikTok content creators in Indonesia. Utilizing a quantitative methodology, this research assesses the relationship between the visual quality of content and its ability to generate social currency, as well as the impact of these variables on personal branding development. The study sample consists of randomly selected TikTok content creators. Data were collected via online questionnaires and analyzed using regression techniques. The findings are expected to provide insights for content creators on strategies to enhance visual aesthetics to maximize the effects of social currency and strengthen personal branding on digital platforms.

This research is a synthesis of various sources of information, including research journals, articles, books and TikTok content from the @iben_ma account. The main focus of the research is on the concept of Marketing Strategy, utilization of the TikTok platform and Content Marketing strategy. By combining data from various sources, this research aims to provide a comprehensive understanding of the use of TikTok as an effective marketing tool, especially in the context of marketing products such as Indonesian Sambal Bakar which is promoted by the owner directly @iben_ma. The research results show that the promotional strategy used by @iben_ma on TikTok for Sambal Bakar Indonesia was successful in increasing brand awareness, building positive consumer perceptions, and strengthening relationships with the audience.

The TikTok application has become a global phenomenon and is widely used by people of all ages, especially the younger generation, including high school teenagers. The prevalence of TikTok among Indonesian teenagers will undoubtedly affect the use of the Indonesian language in both direct and virtual communication. This study aims to investigate the influence of TikTok content on the use of proper Indonesian language, following the Enhanced Spelling System (E.Y.D), in communication through the WhatsApp application. The focus of this research is on high school students in Bandung City. The research method used is quantitative with a survey approach. Data was collected through a questionnaire created using Google Forms and distributed via the social media platform WhatsApp. The results show that the use of TikTok can influence the language used by students in communication. This study provides insights into how TikTok content affects the use of the Indonesian language among high school students. The implication is the need for a holistic approach in teaching language, including considering the influence of social media in language learning.

The background to this research was carried out by the researcher's curiosity regarding the dialect phenomenon that arises when speakers of their mother tongue (Korean) speak Indonesian. The purpose of this research is so that readers can find out and describe what dialect is, how phonology influences language dialect, and the results of dialect analysis on characters from Korea who use Indonesian, including Instagram celebrities and content creators who are the object of this research. The method used by researchers is a qualitative descriptive method. Meanwhile, the data sources in this research are YouTube videos and Tiktok content. This research was carried out by analyzing the pronunciation of words and how they were pronounced by Korean characters who could speak Indonesian. Based on the results of the analysis, the researcher found that phonology is one of the influencing factors in producing dialect when speaking and the researcher was also able to conclude that the use of descriptive methods with a qualitative approach was suitable for application in this research. It is hoped that this research will be useful for readers so that readers gain more knowledge about phonology and dialect.

The purpose of this study was to determine the influence of Tiktok Content Marketing (X1) and Conformity (X2) on Consumptive Behavior (Y1) and Purchase Decisions (Y2). This study uses an explanatory research approach with quantitative methods. The collection of research data is through distributing questionnaires or questionnaires.  The population in this study are consumers of the @deliwafa tiktok account. While the sample used was 100 respondents with the purposive sampling method. The data analysis technique uses SPSS version 22 software, in which the data will be processed, described and discussed to answer and prove the hypotheses proposed. The research results are as follows: (1). Tiktok Content Marketing (X1) has a positive and significant effect on consumer behavior (Y1). (2). Conformity (X2) has a positive and significant effect on consumer behavior (Y1). (3). Tiktok Content Marketing (X1) has a positive and significant effect on Purchase Decision (Y2). (4). Conformity (X2) has a negative and significant effect on Purchase Decision (Y2). (5). Consumptive behavior (Y1) has a positive and significant effect on purchasing decisions (Y2).