Publication Search

This study aims to analyze the effect of product bundling strategies, countdown timer urgency, and social proof on the interactive responses of Generation Alpha consumers toward Scora skincare products in Bandar Lampung, with live streaming as a moderating variable. Interactive responses in this study include comments, questions, likes, and purchase actions during live streaming sessions. This research employs a quantitative approach, with data collected through ques-tionnaires. The sample consists of 300 Generation Alpha respondents in Bandar Lampung who have watched Scora’s live streaming promotions. Data analysis techniques include multiple linear regression analysis and Moderated Regression Analysis (MRA). The results indicate that product bundling strategies, countdown timer urgency, and social proof have a positive and significant effect on interactive responses, both partially and simultaneously. However, the moderation test results reveal that live streaming does not moderate the relationship between product bundling strategies, countdown timer urgency, and social proof on interactive responses. These findings suggest that although live streaming serves as a primary promotional medium, it does not necessarily strengthen the influence of marketing strategies on Generation Alpha’s in-teractive responses. This study is expected to provide practical insights for local skincare brands in developing more effective digital marketing strategies through live streaming commerce.

The advancement of digital technology has made computer literacy and language comprehension increasingly important. Playing games has become a daily habit for young children. Scratch is an innovative and child-friendly platform. This community service program aims to introduce basic programming concepts to sixth-grade students of Bulupasar Elementary School, Kediri, using the Scratch platform. This program adopts the Direct Instruction method, also known as hands-on learning. This one-day session involved 43 students who underwent a structured process consisting of a pre-test, material delivery, hands-on practice, such as using code blocks, introducing sprites, and creating a simple game, which was explained clearly and structured. During the project implementation phase, each student successfully created a simple animation project with the theme "Catch the Apple" and then conducted practical exercises to try it out on their own with direct guidance. This community service activity was successful, according to the analysis of the pre-test and post-test results. The resources used to create the simple game showed positive results and confirmed the importance of introducing children to the digital world from an early age. Qualitative evaluations revealed positive responses from all participants. Student comments reflected high enthusiasm for learning to code, with the majority expressing a desire to continue exploring Scratch independently. Several students expressed interest in creating future projects, suggesting the program has potential for implementation in other schools to encourage early introduction to programming and help prepare them for the future in an era of ever-evolving technology.

This study aims to analyze the influence of influencers and electronic word of mouth  (e-WOM) on the purchase decision of Bika Ambon Ahun in Medan City. The rapid development of social media has transformed how consumers obtain information and make purchasing decisions, making influencers and e-WOM essential components in shaping consumer perceptions and behavior. This research employs an associative quantitative method with data collected through questionnaires distributed to consumers who were familiar with the product through social media. The data were analyzed using partial (t-test) and simultaneous (F-test) analyses to examine the strength of the relationship between the independent variables and the purchase decision. The findings indicate that influencers have a positive and significant effect on purchase decisions, as consumers perceive influencer review content to be credible, engaging, and persuasive. Likewise, e-WOM demonstrates a positive and significant influence, supported by consumer trust in online reviews, comments, and recommendations that serve as strong social proof before making a purchase. Simultaneously, both influencers and e-WOM contribute 68.4% to the variation in purchase decisions, while the remaining 31.6% is influenced by other external factors. These results emphasize that the combined influence of influencers and e-WOM generates a synergistic effect that strengthens consumer interest, trust, and confidence in purchasing local products such as Bika Ambon Ahun. The study implies the importance for businesses to optimize digital marketing strategies by collaborating with credible influencers and encouraging positive online reviews as a means to reinforce consumer purchase decisions.  

The development of social media platforms like TikTok has created new spaces for digital economic activities, including the practive of thrifting, which has now become a trend among the public. However, government policies that block these activities have sparked various public reactions. This study aims to analyze public sentiment regarding the issue of thrifting bans on the TikTok platform using the Bidirectional Long Short-Term Memory (Bi-LSTM) method. This method was chosen because it can understand text context from both directions, allowing it to capture deeper semantic meaning. The dataset consist of 4,000 TikTok user comments collected through a crawling process. The research stages include data preprocessing, sentiment labeling, splitting training and test data, training the Bi-LSTM model, and evaluating performance using accuracy, precision, recall, and F1-score metrics. The research results show that the Bi-LSTM model achieved an accuracy of 86.15%, with stable classification performance and minimal error rate. These findings indicate that Bi-LSTM is effective for sentiment analysis of public opinions on Indonesian language social media, particularly on context specific policy issues. Further development can be carried out by adding pre-trained embeddings or attention mechanisms to improve the model’s performance.

The rise of social media has made TikTok one of the platforms where public discussions quickly develop, especially when dealing with issues involving public figures. Cases of infidelity often receive strong reactions, and many users express their emotions through comments that spread widely and shape public conversation. This study aims to examine the emotional expressions of netizens in responding to an infidelity case involving a public figure on TikTok, particulary on the account @nyatamedia. A descritive qualitative approach was applied, using documentation and content analysis to identify the forms and meanings of netizen comments contain a range of emotions such as anger, dissapointment, disgust, empathy, sadness, fear, sarcasm, and social criticism. Anger and dissapointment show rejaction of the infidelity, while empathy and sadness reflect concern for the affected party. The comments contain personal views and criticism related to social conditions, especially those connected to public perceptions of marriage. Based on these findings, social media appears to serve as a space where people express their feelings and opinions about events that attract public attention.

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.

Social media has become a tool used by everyone. It has become a widely used tool for sharing information and as a promotional platform. In today's digital era, many MSMEs (Micro, Small, and Medium Enterprises) promote their products using social media, eliminating the need to rely entirely on conventional strategies such as direct sales in markets or stores. Marketing utilizes digital technology to achieve goals through active and measurable communication. Marketing strategies using social media are crucial because they can reach a wide range of buyers without time or geographic limitations. Sellers and buyers can interact with each other through messages, comments, and reviews. This research aimed to gain a deeper understanding of how social media influences the marketing strategies implemented by MSMEs through interviews. The results of this study concluded that social media significantly influences MSME marketing strategies and builds relationships with customers. MSMEs are expected to develop better promotional strategies in the future and learn to adapt to competition in the digital era. As a suggestion, MSMEs are advised to integrate interactive content such as live streaming and influencer collaborations to strengthen consumer engagement, as well as allocate a minimum budget of 10-15% of revenue for digital marketing training.

The implementation of the core tax administration sistem (Core Tax Administration Sistem or Coretax) in early 2025, which was expected to modernise tax services, instead sparked a wave of public criticism due to various fatal technical obstacles. The dysfunction of this sistem not only hampered administration but also gave rise to discourse on distrust of state budget management. This study aims to analyse in depth how the failure to implement Coretax has eroded public trust and damaged the fiscal social contract between taxpayers and the state. The research method uses a qualitative approach with a Critical Discourse Analysis perspective based on Norman Fairclough's model. Data was collected through netnography from public comments and interactions on social media, then analysed through three dimensions: text (micro), discourse practice (meso), and social practice (macro). The findings show that public discourse is not merely technical complaints, but a form of symbolic resistance. At the micro level, sistem dysfunction is interpreted as evidence of incompetence and alleged budget irregularities. At the meso level, the public mobilises collective memory related to past government project failures to validate their distrust. At the macro level, this signifies a violation of the principle of reciprocity, whereby the state is perceived as demanding tax compliance without providing adequate services, thereby triggering a crisis of legitimacy. The implications of this study emphasise that digital transformation of the public sector requires transparency and accountability; failure to respond to this crisis has the potential to significantly reduce voluntary tax compliance.

Technological advancements have brought fundamental changes in the way we interact with digital images and photography. One significant milestone in this development is the Photoshop Express Photo Editor, which has become a primary platform for image processing and editing. Datasets are used to analyze sentiment and are utilized during the accuracy testing phase. Based on the testing results, the Convolutional Neural Network (CNN) algorithm achieved an average accuracy value of 86.50%, compared to the Naïve Bayes (NB) algorithm, which achieved an average accuracy value of 75%. The results of the research conclude that the choice of sentiment analysis method should be tailored to the needs and limitations of the system. If a fast, light, and easy-to-understand process is required, the Naive Bayes method is the right choice. However, if accuracy and context understanding are the top priorities, then CNN is a superior approach, although it requires more resources. Additionally, based on the Wordcloud data, it is known that the majority of comments are positive, indicating that the reviews or texts analyzed contain many positive expressions related to quality, usability, and ease of use.

This Community Service Program (PKM) was implemented in response to the high usage of social media among students, particularly Instagram, which often becomes a platform for cyberbullying. This phenomenon becomes increasingly complex when students come from diverse cultural backgrounds. Comments or posts considered normal in one culture may be perceived as offensive in another. A lack of cultural sensitivity often triggers digital conflict and bullying, which can negatively impact students' mental health. This PKM aims to improve students’ understanding of the dangers of cyberbullying and the importance of cross-cultural communication ethics. The program began with a pre-test to assess participants' initial knowledge, followed by an interactive seminar discussing the concepts of cyberbullying, digital ethics, and real-life case studies. Students then engaged in group discussions and simulations, where they analyzed problematic digital content and formulated empathetic, constructive responses. At the end of the activity, a post-test was conducted to evaluate the program’s effectiveness. The results showed a significant improvement in students’ awareness and attitudes. This program successfully encouraged students to be more thoughtful and responsible in their online interactions and to become change agents in creating a safer, more inclusive digital environment. The outcomes of this program include a scholarly publication, an educational video disseminated on social media, and quantitative data showing an increase in participants’ knowledge. Overall, this initiative contributes to strengthening multicultural digital literacy among today’s youth.

This Community Service Program (PKM) was implemented in response to the high usage of social media among students, particularly Instagram, which often becomes a platform for cyberbullying. This phenomenon becomes increasingly complex when students come from diverse cultural backgrounds. Comments or posts considered normal in one culture may be perceived as offensive in another. A lack of cultural sensitivity often triggers digital conflict and bullying, which can negatively impact students' mental health. This PKM aims to improve students’ understanding of the dangers of cyberbullying and the importance of cross-cultural communication ethics. The program began with a pre-test to assess participants' initial knowledge, followed by an interactive seminar discussing the concepts of cyberbullying, digital ethics, and real-life case studies. Students then engaged in group discussions and simulations, where they analyzed problematic digital content and formulated empathetic, constructive responses. At the end of the activity, a post-test was conducted to evaluate the program’s effectiveness. The results showed a significant improvement in students’ awareness and attitudes. This program successfully encouraged students to be more thoughtful and responsible in their online interactions and to become change agents in creating a safer, more inclusive digital environment. The outcomes of this program include a scholarly publication, an educational video disseminated on social media, and quantitative data showing an increase in participants’ knowledge. Overall, this initiative contributes to strengthening multicultural digital literacy among today’s youth.

This study uses a qualitative method to analyze content trend strategies in interactive digital marketing that contribute to building consumer loyalty. In today’s highly competitive digital era, companies are required to create strong engagement with consumers through digital platforms such as social media, websites, and applications. Content trends like storytelling, user-generated content, live streaming, and influencer usage have proven to attract audiences and encourage ongoing interaction. This research explores how these trends are applied by various brands and how consumers respond to these approaches over the long term. The findings show that message consistency, emotional value in content, and interactivity are key factors in forming emotional bonds that impact loyalty. Furthermore, two-way engagement between consumers and brands through comments, likes, and sharing features strengthens this relationship. By understanding consumer digital preferences and behaviors, content strategies can be dynamically adapted to maintain loyalty while expanding the relevant market reach.

This literature research aims to compile and describe the role of managers in improving employee performance. The method used is the library research method. The data collection method used is the documentation method. The data analysis technique used is content analysis. To maintain the accuracy of the assessment and prevent errors in information in data analysis, cross-library checks are carried out and re-reading the literature and paying attention to the reviewer's comments. The results of this study show that the better the motivation provided by managers, the more significant it can improve employee performance.

This research discusses the impact of tourist attractions on interest in returning to the Sajuta Janjang in Agam Regency, which is motivated by a significant decrease in the visits every year number, pre-research which states that as many as 72% of visitors are not interested in visiting again and there are still negative comments on Google review about Sajuta Janjang. The method for research used is a technique of quantitative method with a approach in causal associative and the technique for sampling uses a purposive sampling which is determined at 220 samples. The technique for data collection uses a questionnaire prepared on a Likert scale which has been tested for validity and reliability. The technique for data analysis uses PLS-SEM software. The R square results show that tourist attraction has a big influence on interest in returning to visit with a percentage value of 70.5% while the remaining percentage of 29.5% is influenced by other factors. The test of hypothesis results obtained a t-statistic of 48.1 > 1.96 and a p value of 0.00 < 0.05, so the research results indicate that the tourist attraction variable has a significant effect on interest in returning to visit. In this research, the conclusion that Ha was accepted and Ho was rejected.  

This study discusses how experiential quality affects revisit intention at the Goa Batu Kapal tourist attraction in South Solok Regency, which is motivated by the number of visits that have experienced instability and decline in the last 6 months, In  pre-research, we found that 70% of people who visited us may not want to revisit again. Some people also left negative comments on  google reviews. about the Goa Batu Kapal tourist attraction in South Solok Regency. This study employed a purposive sampling technique, which yielded 199 samples, along with a quantitative method using a causal associative approach as the research methodology. A questionnaire with a Likert scale arrangement that has undergone validity and reliability testing is used in the data gathering method. The R-squared results indicate that, with a percentage value of 69.3%, experiencing quality has a significant impact on revisit intention, with other factors accounting for the remaining 30.7%. The results of this study show that the experiencing quality variable has a significant impact on revisit intention, with the hypothesis testing yielding a t-statistic 16.6> 1.96 and a p value 0.00 <0.05. The study concludes that whereas Ho is rejected, Ha is accepted.  

This consider points to assess the affect of brand image on customer obtaining behavior in a computerized setting by joining quantitative strategies and counterfeit insights (AI)-based opinion examination. Essential information collection was conducted through an internet overview of 212 respondents matured 21–35 a long time who routinely make online buys, whereas auxiliary information was gotten from 5,000 customer comments on social media and e-commerce destinations. The comes about of the relapse examination appeared that brand image components such as believe (β = 0.37), seen quality (β = 0.31), and passionate association (β = 0.28) have a critical impact on buy purposeful (R² = 0.62, p < 0.01). The discoveries from the estimation investigation appeared that 72% of customer suppositions were positive, supporting the quantitative comes about and underlining the significance of the enthusiastic viewpoint in acquiring choices. This think about contributes to the advancement of hypothesis by combining essential and auxiliary information analyzed utilizing AI innovation, and emphasizing the significance of computerized notoriety and enthusiastic perspectives in forming brand quality. The comes about of this ponder open up unused points of view in creating data-based promoting procedures within the computerized period.

The purpose of this study was to find out how service quality affects customer happiness at Kelokopi Batusangkar, which was shown by comments about unsteady Wi-Fi connections, uneven drink tastes, and slow service from staff who didn't know the menu.  What the study aims to do is show how service quality affects customer happiness.  A non-probability picking method was used to select 370 people for the study, which used a detailed quantitative approach and a cause correlation method.  A Likert-scale questionnaire that had been checked for validity and reliability was used to collect data, and SPSS 24.00 was used to analyze the results.The findings showed that 83% of people were satisfied with the service quality and 78% were satisfied with the service quality.  Only 31.2% of customer happiness was caused by service quality; the other 69.8% was caused by other things.

This research uses a qualitative method to examine the influence of emotional copywriting on user engagement in algorithm-curated social media platforms such as Instagram Reels and TikTok’s For You Page (FYP). The increasing consumption of short-form, personalized content driven by user behavior highlights the need for more targeted communication strategies. Emotional copywriting—writing that emphasizes affective elements such as empathy, joy, fear, or nostalgia—is considered effective in creating emotional bonds between content creators and audiences, thus encouraging interactions like likes, comments, and shares. This study was conducted through content analysis of 25 viral videos with high engagement, along with in-depth interviews with five active content creators. The findings reveal that using emotionally resonant phrases aligned with users’ social values and experiences significantly boosts content performance within algorithmic systems. Emotionally charged content tends to receive broader exposure as algorithms prioritize highly interactive posts. Therefore, emotional copywriting is not only a creative strategy but also an effective tactic for optimizing content visibility in the age of social media algorithms.   Keywords: , , , , , Reels, ,  social platforms.

This study aims to analyze the implementation of content marketing strategies in the Islamic banking industry in Indonesia, with a focus on the effectiveness of content in enhancing audience engagement and building the image of Islamic brands. The research was conducted through a literature review of various academic sources and previous studies, as well as an analysis of the content marketing of Bank Syariah Indonesia (BSI) on its YouTube channel as the main object. In the digital context, the types of content used include educational videos, marketing videos, and collaborations with influencers. The findings indicate that visual, educational, interactive, and authentic content has a significant impact on driving digital engagement and increasing brand awareness. Meanwhile, promotional content delivered through influencers tends to be more effective when preceded by strong brand image reinforcement, enabling consumers to develop a more positive perception of the institution. Further analysis reveals that BSI’s YouTube channel has demonstrated consistency in branding, Islamic positioning, and delivering educational messages. However, audience interaction remains limited, as reflected in the minimal responses to comments, underutilization of community features, and subscriber growth lagging behind major banks such as BCA. This situation highlights the need to optimize strategies through strengthening two-way communication, delivering serial educational content, employing more strategic calls-to-action (CTA), and integrating with the official website and other digital platforms.The study concludes that the success of content marketing in Islamic banking heavily depends on value relevance, publication consistency, and the ability to build sustainable interaction with audiences, thereby supporting increased loyalty and customer acquisition. These findings provide important contributions to designing effective and sustainable digital communication strategies that align with ethical principles and Islamic values.

This community service program aims to prevent cyberbullying in Mojorejo Kemlagi Village and provide students with an understanding of the dangers posed by cyberbullying. The steps to prevent cyberbullying are not sharing posts too often, reducing irrelevant comments, limiting the use of social media, and not being easily provoked. The result of this community service is an effort to prevent cyberbullying in the modern era with the understanding of SMP Negeri 2 Kemlagi students.