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Increasingly intense market competition in the digital era requires companies to implement effective recruitment strategies to attract the best talent, particularly from Generation Z. This generation is highly familiar with digital technology and social media, making digital platforms their primary source of information regarding employment opportunities. In this context, employer branding and corporate social media utilization play important roles in shaping perceptions and influencing job application intentions. Although previous studies have examined the influence of employer branding and social media on recruitment outcomes, the findings remain inconsistent and often contradictory. Therefore, this study aims to analyze and evaluate the effects of employer branding and the intensity of corporate social media usage on the job application intentions of Generation Z. The research focuses on Generation Z individuals residing in the Singaparna area. This study is expected to provide a more comprehensive understanding of the factors influencing job application decisions among young people in the digital era. The findings are anticipated to serve as valuable insights for companies in designing more effective, innovative, and targeted recruitment strategies that align with the characteristics and preferences of Generation Z as the future workforce.

This study aims to examine the factors influencing tax avoidance, with debt (leverage) acting as a mediating variable. The independent variables include internal audit compliance, sales level, capital intensity, firm political connections, and corporate social responsibility (CSR). The sample consists of 306 manufacturing firms from the consumer goods, basic materials, and industrial sub-sectors listed on the Indonesian Stock Exchange during the 2019–2021 period, selected using purposive sampling.The study employs multiple linear regression and robust regression to compare results across each year of observation. The findings indicate that capital intensity and political connections of the board of directors have a significant effect on tax avoidance, particularly when leverage (Debt to Asset Ratio) serves as a mediating variable. This suggests that firms with high capital intensity and strong political connections tend to use debt strategically to reduce their tax burden. In contrast, internal audit compliance, political connections of the board of commissioners, and sales levels do not show a significant impact on tax avoidance under either regression method. Overall, the results highlight the importance of monitoring leverage usage and political connections to prevent excessive tax avoidance practices.

This literature study aims to analyze the strategies of local cosmetic brands in providing product variants for different skin types, setting affordable prices for the teenage segment, and minimizing side effect risks to increase purchase intention among beginner users. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that complete product variants enable beginner users to find products suitable for their skin conditions, reducing confusion and increasing confidence. Affordable prices are crucial for the teenage segment with limited budgets, allowing them to try products without excessive financial burden. Minimizing side effect risks through safe formulations, dermatological testing, ingredient transparency, and usage education builds a sense of security essential for beginner users. These three strategies are interconnected and collectively create a foundation of trust that drives purchase intention. Beginner users who feel their needs are understood, products are affordable, and risks are minimal will be more motivated to purchase and have the potential to become long-term loyal customers. This study contributes theoretically to enriching cosmetic marketing literature with a teenage and beginner user segmentation perspective and practically provides foundations for local brands in designing products, pricing strategies, and safety communications targeting this segment.

The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City, both partially and simultaneously. This study employed a quantitative approach with an associative research method. The population consisted of Antarestar consumers residing in Makassar City, and the sample was determined using purposive sampling. A total of 140 respondents who met the research criteria were involved in this study. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics software. The results of this study indicate that (1) influencer endorsement has a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products, (2) content marketing has a positive and significant effect on purchase intention, and (3) influencer endorsement and content marketing simultaneously have a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City. The findings conclude that the effectiveness of Antarestar’s digital marketing on TikTok is strongly influenced by credible and attractive influencers as well as relevant, informative, and consistent marketing content. Therefore, optimizing influencer endorsement and content marketing strategies is essential to enhance purchase intention among Generation Z consumers.

Electricity dependence is increasing as people have easier access to electronic devices. However, this ease of access is not always accompanied by adequate energy literacy. In its Community Service program, Universitas 17 Agustus 1945 Jakarta helped to educate the residents in RW06 Kalibaru, Jakarta, about the safe and efficient use of electricity. This community service program was conducted through participatory seminar with a qualitative approach for residents. The activity used informal visual presentations and discussions in an informal atmosphere. The outreach program demonstrated residents' high enthusiasm for the efficiency of electrical equipment usage such as air conditioners, refrigerators, and water pumps. Through the discussion session, residents realized that using air conditioners with too low a power consumption actually leads to higher energy consumption because the compressor runs continuously. Participants understood that investing in automation concepts, such as using water reservoirs, provides significant long-term electricity cost savings. This outreach successfully shifted residents' paradigm from just simply seeking low prices to selecting devices with optimal capacity according to their needs. This education program demonstrates the effectiveness of energy literacy in improving electricity consumption habits at the household level. Therefore, simple technical understanding can boost family economic financial advantages through sustainable effective energy consumptions.

Micro, Small, and Medium Enterprises (MSMEs) face increasing pressure to adapt to digital transformation and e-commerce in order to enhance marketing performance; however, their implementation is often constrained by limited technological utilization and low levels of consumer trust. This study aims to analyze the role of consumer trust as a mediating variable in the relationship between digital transformation, e-commerce adoption, and the marketing performance of MSMEs. A quantitative approach was employed using a survey of MSME actors in Semarang City to collect data on technology usage, consumer trust levels, and marketing performance outcomes. The results indicate that digital transformation and e-commerce adoption have a positive effect on marketing performance, while consumer trust significantly strengthens this relationship as an intervening variable. The study concludes that the success of MSME digitalization is highly dependent on the ability to build consumer trust; therefore, digital marketing strategies should prioritize enhancing credibility and improving customer experience.

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.

In the modern era, embedded systems and the Internet of Things (IoT) are experiencing rapid and continuous development, with their usage projected to match or even exceed the number of IoT devices globally. This technological transformation has influenced various sectors, including education, which must adapt to current digital advancements. Therefore, it is important for educational institutions to integrate embedded systems and IoT concepts into their curricula to ensure that learning remains relevant to industrial and technological demands. Improving the competence and technological literacy of students and lecturers in the fields of embedded systems and IoT, particularly for smart control applications, is expected to strengthen academic capabilities and practical skills. Through this development, higher education institutions can encourage innovation and the application of technology-based solutions in solving real-world problems. Furthermore, this effort supports the implementation of the Tri Dharma of Higher Education, especially in the areas of education and research, by promoting applied research projects and collaborative learning activities based on embedded systems and IoT technologies.

In the modern era, embedded systems and the Internet of Things (IoT) are experiencing rapid and continuous development, with their usage projected to match or even exceed the number of IoT devices globally. This technological transformation has influenced various sectors, including education, which must adapt to current digital advancements. Therefore, it is important for educational institutions to integrate embedded systems and IoT concepts into their curricula to ensure that learning remains relevant to industrial and technological demands. Improving the competence and technological literacy of students and lecturers in the fields of embedded systems and IoT, particularly for smart control applications, is expected to strengthen academic capabilities and practical skills. Through this development, higher education institutions can encourage innovation and the application of technology-based solutions in solving real-world problems. Furthermore, this effort supports the implementation of the Tri Dharma of Higher Education, especially in the areas of education and research, by promoting applied research projects and collaborative learning activities based on embedded systems and IoT technologies.

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 Muhammadiyah Orphanage in Pamekasan faces major challenges in developing life skills and digital education for its children due to limited facilities, teaching staff, and conventional learning methods. To address these issues, an edutainment-based approach and digital pedagogy intervention were implemented to enhance learning quality, motivation, and preparedness for future social and technological challenges. The activities included workshops and training on Digital Pedagogy and Edutainment learning materials, as well as simulations and role-plays using a Game-Based Learning approach, followed by evaluations and participant plan presentations. The program significantly improved the wards’ digital literacy, particularly in personal security (online safety), digital ethics (cyber ethics), gadget usage, and information management, with the average score rising from 2.84 to 4.10 on a 5-point scale, surpassing the target of 75% of participants in the “good” category. Beyond cognitive aspects, the program also boosted motivation, engagement, communication, problem-solving, and independence. Caregiver training was also provided to ensure program sustainability. It is recommended that the orphanage integrate the Game-Based Learning Digital Safety module into its non-formal curriculum, enhance caregiver capacity through advanced training, and improve IT infrastructure.

The increasing use of electronic devices, specifically gadgets, among elementary school children has caused various problems, such as addiction, decreased social interaction, health problems, and decreased concentration in learning. These problems involve not only children but also objects and things around them, as well as parents in managing them. Gadget use is not just a matter of quantity that exacerbates this condition. As a solution, the community service team held a socialization focused on improving healthy digital literacy through counseling, interactive discussions, and practical simulations. Results achieved included increased knowledge about the risks of excessive gadget use, increased collective awareness in limiting usage time, and the formation of practical guidelines for healthy gadget use in school and family environments. The results of the activity were documented in the form of a scientific article published in the community service journal as an academic contribution. Overall, the activity has gone according to plan in terms of planning, implementation, and partner involvement. Active participation of participants was evident in the enthusiasm in the discussions and the school's commitment to continuously monitoring gadget use. Thus, this program is expected to have a long-term positive impact in shaping wise behavior in using technology among elementary school children.

This sociolinguistic study examines patterns of regional language interference in formal Indonesian usage across bilingual areas of Indonesia. Through a mixed-methods approach, this research analyzes oral and written data from 240 participants across three strategic bilingual regions: Javanese-Indonesian, Sundanese-Indonesian, and Batak-Indonesian. Data were collected through structured interviews, ethnographic observations, and corpus analysis of formal documents. Quantitative analysis employed linguistic corpus software to identify frequency patterns and interference distribution, while qualitative analysis applied ethnography of communication approaches to understand social contexts and functions of interference in communicative interactions. Findings reveal systematic interference typologies that vary according to linguistic domains. Phonological interference demonstrates the highest resistance to formal register constraints (78% consistency), with Batak-Indonesian speakers showing the highest interference rates (85%), followed by Javanese-Indonesian (74%), and Sundanese-Indonesian (71%). Lexical interference occurs in 65% of samples with significant variation based on communication domains, where Sundanese-Indonesian shows the highest rates (72%). Morphological interference is found in 52% of cases, particularly in affixation and reduplication systems. Syntactic interference shows the highest sensitivity to situational formality, decreasing from 45% in semi-formal communication to 28% in strict formal contexts. Research implications indicate the need for reorienting language policy from corrective approaches toward recognizing interference productivity. Language policies should develop flexible standards that accommodate regional variations and promote positive attitudes toward multilingualism. In educational contexts, integration of contrastive approaches in Indonesian language learning is required, along with development of instructional materials sensitive to students' linguistic backgrounds, and teacher training on managing productive versus corrective interference.This research contributes to Indonesian sociolinguistics through providing comprehensive empirical databases, developing innovative theoretical frameworks, and replicable methodologies for language contact analysis. Findings confirm that regional language interference in formal Indonesian constitutes a productive phenomenon reflecting Indonesia's multilingual vitality. Approaches that recognize productive aspects of interference while optimizing formal communication effectiveness become key to developing language strategies responsive to contemporary multilingual Indonesian realities.

This study examines the role of social media, particularly Twitter, as a digital da’wah medium that is fast, interactive, and easily accessible to users. However, the extent to which the use of Twitter can enhance communication confidence among students still requires empirical validation. The focus of this research is to evaluate the effectiveness of Twitter use in influencing students’ communication abilities, especially in delivering da’wah messages. The purpose of this study is to analyze the effect of Twitter usage on the communication confidence of students from the 2020 cohort. A quantitative approach was employed using a survey method. Data were collected through a structured, scale-based questionnaire, in accordance with the positivistic research paradigm that emphasizes objective and measurable hypothesis testing. The research population consisted of 62 students, from which 38 respondents were selected using proportionate stratified random sampling to ensure representation across all population strata. The findings reveal that the use of Twitter has a significant effect on the communication confidence of KPI IAI Al-Azis students from the 2020 cohort in delivering da’wah messages. Regression analysis results show a significance value of 0.050 < 0.05, with a Pearson correlation coefficient of 0.614, indicating a strong relationship. These results suggest that the more frequently students engage with Twitter, the greater their confidence in expressing and disseminating da’wah messages through various digital formats such as text, images, and videos. Twitter thus provides an expressive platform that fosters interaction, encourages participation, and strengthens students’ digital da’wah communication skills.

This community service activity aims to improve digital literacy among children and adolescents in Telang Sari Village through basic computer training and networking introduction. The main problem faced by the community is the low level of technological literacy caused by limited facilities and lack of access to structured computer education. This program was implemented during the Thematic Community Service Program (KKNT) by applying participatory and practical training methods. The activities included introduction to computer hardware and software, basic typing skills, document creation, internet literacy, and simple LAN configuration practices for junior high school students. The results show a significant improvement in participants’ understanding and confidence in using computers and basic networking concepts. Children and adolescents who previously had minimal exposure to technology were able to operate computers, create simple documents, and understand responsible internet usage. The program also contributed to increasing students’ motivation to learn technology and preparing them to face digital challenges. Overall, this activity demonstrates that basic computer training with hands-on practice can effectively enhance digital literacy in rural communities.

This community service activity was conducted at Grind Now Coffee Bar, an MSME in Batam City’s food and beverage sector, to address challenges in managing raw material inventory, which often led to inaccurate stock records, shortages, and overstocking, affecting daily operations and efficiency. The program aimed to improve inventory management by applying the Economic Order Quantity (EOQ) and Reorder Point (ROP) models, providing a systematic and measurable approach to procurement. Activities included detailed observation of operational practices, interviews with staff to understand current challenges, collection of data on raw material usage and purchasing patterns, and the implementation of a website-based inventory control system to streamline record-keeping and monitoring. The results showed that EOQ and ROP models helped determine optimal order quantities and appropriate reorder timing, while the inventory system improved organization, reduced errors, and enabled real-time stock monitoring. Overall, this intervention enhanced decision-making, promoted operational efficiency, and supported the sustainability and competitiveness of Grind Now Coffee Bar.

Advances in information technology increasingly require communities to adapt to digital communication tools, particularly email, which functions as a key digital identity for account registration, information exchange, and online transactions. Despite its importance, digital literacy remains limited among the general public, especially rural housewives, many of whom lack awareness of the need for email accounts, have limited operational skills, and are vulnerable to cyber risks such as phishing and data theft. To address this issue, a workshop entitled “Fundamentals of Using Gmail and Account Security” was conducted for the PKK women’s group in Jompo Kulon Village to improve basic digital skills and promote safe online practices. The program aimed to introduce the functions and benefits of email, assist participants in independently creating Gmail accounts, provide knowledge on securing accounts through two-factor authentication, and train participants to send and receive emails. The workshop was delivered through an interactive face-to-face approach combining short presentations and hands-on practice using participants’ mobile devices. Initial sessions explained email as a digital identity, followed by guided account creation and security setup. The final session focused on practicing email communication to reinforce understanding. The results showed high participant engagement, with most participants successfully creating Gmail accounts, understanding essential digital security concepts, and demonstrating basic email usage skills. Overall, the activity increased awareness of personal data protection and is expected to serve as an initial step in strengthening digital literacy among women, enabling them to better adapt to ongoing technological developments.

The goal of this community service program (PkM) at SMA Negeri 11 Samarinda is to increase students' enthusiasm for reading by providing them with e-books that are based on QR codes. Students' lack of enthusiasm for reading and resources for reading led to the program's inception. E-books with QR codes embedded were presented as a workable approach to digital literacy that caters to the needs of students who were born into the digital age. Several steps were involved in the process, such as determining requirements, creating an e-book, creating QR codes, installing them at key school locations, and finally, monitoring and evaluating the results. Observations and questionnaires were given to 200 students as part of the assessment. Students' interest in and ability to access literature were both enhanced by the usage of QR Codes, according to the findings. In a survey, 82% of people said QR Codes were simple to use, and 85% said they were more motivated to read after using them. In terms of reading frequency, 76% of students saw an improvement, and 72% said they could understand what they read better.With an overall mean score of 4.35 (categorized as excellent), the digital literacy program proved to be effective and positively received. Overall, the implementation of QR Code–based e-books successfully strengthened digital literacy practices and created a more engaging, flexible, and sustainable reading experience, offering a model for digital literacy initiatives in other schools.

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.

Food-based micro, small, and medium enterprises (MSMEs) play a crucial role in supporting household economic growth, including in Sialang Village, Bangkinang Subdistrict. One of the local businesses, “Keripik Cabe dan Mie Kuning Bu Inun,” produces cassava chips using traditional frying methods, which result in high oil absorption, inconsistent quality, short shelf life, and low production efficiency. Limited knowledge of food processing technology, sanitation, and food safety standards further hinders business development. This community service program aims to address these challenges through the application of low-oil frying technology, training on Good Manufacturing Practices (GMP), production assistance, and periodic evaluation. The implementation method includes field observation, technical training, technology demonstration, production mentoring, and monitoring. The results show significant improvements in product quality, indicated by lower oil content, crispier texture, brighter color, and longer shelf life. Efficiency in oil usage and process stability also increased. Moreover, the knowledge and skills of MSME actors in sanitation, food safety, and production management improved considerably. Overall, the program successfully enhanced the competitiveness of the MSME, strengthened production sustainability, and provided positive economic impacts. This initiative can serve as a replicable model for other food MSMEs facing similar challenges.