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This study investigates the impact of TikTok Live, viral content, and Fear of Missing Out (FOMO) on the purchasing decisions of Gen Z consumers in Jombang City for food and drink products. Social media, particularly TikTok, has rapidly expanded and functions as a potent digital marketing instrument. It influences consumer behavior through live broadcasting and the dissemination of viral content. The objective is to examine the influence of these three factors on purchasing decisions. This study employs a quantitative methodology. The data was obtained from surveys administered to 60 Gen Z participants who purchased food or beverages following exposure to TikTok advertising. Samples were selected by purposive sampling. Data were examined using multiple linear regression with SPSS software. Findings indicate that TikTok Live exerts a favorable and substantial impact on purchasing decisions. Viral material exerts no substantial impact. FOMO exerts a detrimental and substantial impact. The results indicate that TikTok live streaming effectively enhances consumer purchases, especially within the food industry.  

This community service activity aims to describe the process and impact of the UMKM-Based Sepak Takraw Tournament for all of West Sumatra (Piala Limkos Sedunia) held in Nagari Sikucur, V Koto Kampung Dalam District, Padang Pariaman Regency, West Sumatra, as part of the Regular KKN Program of Universitas Negeri Padang for the January–February 2026 period. The method used is participatory action research with a qualitative descriptive approach. Activities were carried out for 30 days (January 9–February 8, 2026), involving 32 teams from 19 districts/cities across West Sumatra and hundreds of local UMKM actors. KKN students served as media partners, live streaming hosts on social media, and documentation committees. Results indicate that the tournament successfully stimulated the local economy with significant financial turnover through a 14-day UMKM bazaar, increased promotion of traditional sepak takraw sports, and strengthened social cohesion among nagari residents. The activity also contributed as an athlete development platform ahead of the West Sumatra Provincial Sports Week (PORPROV) 2028. The integration of sport events with UMKM empowerment has proven to be an effective strategy for improving rural community welfare.

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 phenomenon of student brawls has become a source of pride for those with violent tendencies, especially among students. As a result, the phenomenon of student brawls in Indonesia has recently become commonplace. In fact, these brawls have shifted from mere physical fights to violent acts connected directly to social media (live streaming). SMAN 1 Kersana, as a school that is concerned about this phenomenon, has taken anticipatory steps to prevent its students from becoming victims or perpetrators of violence or bullying. One of these measures is by holding In-House Training (IHT) attended by all teachers and staff at the school. After the IHT, there are also follow-ups as concrete steps from the implementation of IHT to develop programs for preventing and handling violence. An understanding of the laws related to acts of violence is mandatory for all parties involved. Furthermore, synergy between all parties, between the school, the school committee, and parents of students is one of the keys to preventing and handling violence at SMAN 1 Kersana.

This study explores the integration of adaptive streaming models with edge computing to optimize multimedia delivery, particularly in real-time applications such as video conferencing, live streaming, and virtual reality. The proposed model leverages adaptive compression techniques, including scalable video coding (SVC) and hybrid adaptive compression (HAC), which adjust video quality based on real-time network conditions. The use of edge computing further enhances the model by processing and delivering content closer to the user, reducing latency and optimizing bandwidth usage. The research demonstrates that the edge computing-based adaptive streaming model significantly improves latency by up to 30%, reduces bandwidth consumption, and ensures higher visual quality during video playback, even under fluctuating network conditions. This model addresses key challenges in multimedia streaming, such as maintaining video quality in bandwidth-constrained environments and minimizing buffering times. Furthermore, it enhances the overall Quality of Experience (QoE) for users by providing smoother interactions and real-time responsiveness. The study highlights the potential impact of this model on various fields, including remote education, entertainment, and interactive applications, where low-latency content delivery and high-quality streaming are critical. The findings suggest that integrating AI algorithms for even more efficient compression and expanding edge computing infrastructures will further optimize multimedia streaming in the future, ensuring reliable and high-quality user experiences in increasingly connected environments.

The growth of online shopping has encouraged brands to utilize live-streaming as a promotional tool to attract consumers, including Parfumoist in Lampung, which actively broadcasts product demonstrations to increase audience engagement. However, whether these broadcasts truly build trust and stimulate purchase intention remains uncertain, forming the central problem of this research. The research tried to analyze the influence of interactivity, visualization, entertainment, and professionalization during live-streaming on consumer trust and purchase intention. Using Stimulus-Organism-Response framework, live-streaming elements are positioned as stimuli, trust as the organism, and purchase intention as the response. A quantitative approach was employed, with purposive sampling of viewers who watched Parfumoist live streams and had made or intended to make a purchase. Data from an online questionnaire then analyzed with SEM-PLS. The findings reveal all four dimensions of live-streaming significantly affect purchase intention, mediated through consumer trust. The findings highlight that effective live-streaming depends not only on frequent broadcasts, but also on the ability of the host to interact meaningfully, present attractive visuals, entertain viewers, and display professionalism. This study concludes that improving the overall quality of live-stream sessions strengthens trust and intention to buy, offering theoretical implications for digital marketing research and practical recommendations for MSMEs to optimize live-streaming strategies in competitive markets.

The development of social media-based e-commerce, especially TikTok Shop, has created new challenges and opportunities in building customer loyalty, especially in the highly competitive local cosmetics industry. One of the most popular local brands is Emina, which targets young consumers with an affordable price approach and halal label. However, the level of customer loyalty is still a crucial issue that needs to be strengthened so that business sustainability is maintained. The urgency of this research lies in the need to understand how live streaming and halal labeling, as two relevant marketing strategies in the digital era, are able to shape purchasing interest that leads to customer loyalty. This study uses a quantitative approach with the PLS-SEM technique to test the relationship between variables with 115 TikTok Shop user respondents in Semarang City. The results show that live streaming and halal labeling have a significant effect on purchasing interest and customer loyalty, and purchasing interest is proven to mediate the relationship between the two variables and customer loyalty. These findings indicate the importance of integrating interactive visual approaches and religious belief values in digital marketing strategies for cosmetic products.

Perfume is often used to enhance self-confidence and build a positive self-image, particularly among young people in social and academic settings. Thus, purchasing decisions are shaped not only by functional needs but also by emotional and social factors. This study examines how live streaming, electronic word-of-mouth (E-WOM), and celebrity endorsements influence consumers’ decisions to buy Evangeline perfume. A quantitative survey method was employed using purposive sampling, with respondents limited to FEB Udinus students who have experience with and knowledge of Evangeline products. This group was selected as they represent an active consumer segment for lifestyle and cosmetic goods. Data from 140 respondents were analyzed using multiple linear regression along with the classical assumption test. The results show that all three marketing variables significantly and positively affect purchase decisions, with live streaming being the most influential factor. These findings highlight the importance of interactive engagement, peer validation, and positive selection cues in shaping consumer trust and perception. Academically, this study contributes to consumer behavior and digital marketing research. Practically, the results suggest that perfume companies should prioritize live streaming campaigns, strengthen E-WOM strategies, and leverage celebrity endorsements to improve marketing effectiveness and increase sales.

Traffic congestion is a persistent challenge in urban areas in Indonesia, where increasing vehicle density creates the need for intelligent traffic monitoring systems. This study aims to develop a real-time vehicle parking system using the YOLOv8 object detection model to provide efficient traffic analysis from live CCTV broadcasts and recorded videos. This study uses a quantitative experimental approach with the implementation of the YOLOv8m model using the Ultralytics library in Python, tested on data collected from CCTV cameras A TCS Dishub Medan and additional footage from mobile devices. Vehicles are detected and counted in two directions up (Up) and down (Down) using virtual detection lines on the video frame. The system performance is evaluated by automatic detection counting with manually recorded ground truth data. The results show that on live CCTV broadcasts, the YOLOv8m model achieves an average precision of 98.96%, a recall of 96.59%, and an F1 score of 97.74% for upstream traffic, while for downstream traffic it achieves 100% precision, 95.64% recall, and an F1 score of 97.730/0. On the other hand, on high-quality recorded videos, all performance metrics achieve 100%, indicating perfect detection accuracy. These findings confirm the effectiveness of YOLOv8 in real-time traffic monitoring, but also indicate that video quality and stream stability affect detection performance. In conclusion, the developed system shows strong potential to support smart city traffic management solutions. Future research should focus on performance optimization under low-resolution live streaming conditions to improve accuracy in practical applications.  

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 advancement of information technology has brought significant changes to society but also generated new crimes, such as online child sexual exploitation (cybersex trafficking). This study examines this phenomenon by focusing on the live streaming application "HOT51," which is frequently used as a medium for child exploitation. The research employs a qualitative descriptive analysis method based on secondary data from official reports and related literature. Findings indicate that the easy access to modified APK applications facilitates sexual exploitation of children, the most vulnerable group. Indonesian regulations already address child protection, but implementation faces challenges such as low digital literacy and weak supervision of digital platforms. This study emphasizes the need for tightened monitoring, digital literacy education, and active parental roles to reduce the risk of sexual exploitation in the digital realm. The contribution lies in enhancing understanding of child protection challenges in the digital era and highlighting the importance of adaptive regulations and multi-stakeholder cooperation to safeguard child rights and safety.

This study aims to analyze oppurtunities, threats, and sales strategies through the Tiktok Shop and Tokopedua applications in the Tangerang area. Tiktok Shop and Tokopedia are two major E-Commerce platforms in Indonesia. Tiktok Shop utilizies short video trends and live streaming features to attract young consumers, while Tokopedia offers a strong E-Commerce infrastructure to support online transactions. E-Commerce is a process whereby buyers and sellers exchange information, money, and goods using electronic media. Data collection techniques were carried out through surveys targeting the community in the Tangerang area by distributing questionnaires and using documentation and literature studies that compiled secondary data from official documents published by the Ministry of Cooperatives and Small and Medium Enterprises, APJII, Data Reportal, and the Tangerang City Communication and Information Agency. The result of this study show that the collaboration between Tiktok Shop and Tokopedia opens up enormous growth opportunities, especially for businesses in the Tangerang area. Tangerang is a region with rapid growth in internet users. The younger generation, who actively use tiktok for both entertainment and shopping, is a highly potential consumer segment. Through this collaboration, businesses can reach markets that were previously difficult to penetrate through traditional marketing methods.

This study aims to determine whether the role of Scarcity and Urgency applied by the Hanasui brand in the marketing process on the Shopee live feature can influence consumer purchasing decisions. Furthermore, the researchers refer to Scarcity and Urgency as limited product stock and limited time for a discount. The researcher used the Heuristic Systematic theory to analyze the Scarcity and Urgency process in the Hanasui brand live streaming on the Shopee application, namely the Heuristic Systematic theory, a theory that explains how a person processes information obtained either heuristically (without thinking) or systematically (regularly and comprehensively). Where the method used is a qualitative method with a constructivist paradigm and a qualitative descriptive approach. Meanwhile, the data collection techniques used were non-participant observation and in-depth interviews with predetermined subjects, namely five women, who have used or purchased Hanasui products on the Shopee live feature. Therefore, the results of this study, namely the Hanasui live feature on Shopee, show that Scarcity and Urgency play a role in consumer purchasing decisions.

In facing the digital era, there is a change in conventional broadcasting to digital broadcasting with a focus on multiplatform content distribution. This encourages TVMU to adapt to digital broadcasting. This study aims to understand how media, especially TVMU, formulates strategies, chooses the right approach, implements, and conducts monitoring and evaluation to increase the relevance and reach of its broadcasts. The Media Management Strategy Theory that became the focus of the research from Media Strategy Formulation, Media Strategy Selection, Media Strategy Implementation, Monitoring and Evaluation. A qualitative approach with a case study method was used to extract data through observation and in-depth interviews with relevant informants. The results show that multiplatform content distribution is the main strategy in facing the challenges of digital broadcasting. Social media is utilized for promotion, interaction, and distribution of program excerpts, while the website serves as an additional channel for live streaming and information provision. Television remains the main focus, but digital platforms are used to expand audience reach and attract the younger generation. Monitoring and evaluation processes are conducted regularly to assess the effectiveness of the strategies implemented, with adjustments based on analysis of audience data and digital trends. Key challenges include copyright issues on digital platforms and the difficulty of attracting audiences to educational and da'wah content amidst the dominance of entertainment content. The study concludes that implementing an integrated and adaptive content distribution strategy is an important step to support media sustainability in the digital era. The findings provide guidance for other media in effectively managing content distribution to reach a wider audience.

This study aims to examine the influence of live streaming, affiliate marketing, and perceived price on purchase decisions with customer trust as a mediating variable among students of Universitas Proklamasi 45. This study used a quantitative approach with a purposive sampling technique to determine 100 respondents relevant to the research criteria. The research instrument in the form of a structured questionnaire was distributed to obtain primary data, then analyzed using the Partial Least Squares (PLS) path model as a statistical analysis method. The results showed that the variables of live streaming, affiliate marketing, and perceived price simultaneously had a positive and significant effect on customer trust. Furthermore, customer trust was proven to have a significant influence on purchase decisions, thus understanding that customer trust is an important factor in driving purchase decisions. However, other results showed that live streaming did not directly influence purchase decisions. However, when mediated by customer trust, the influence of live streaming on purchase decisions became significant. These findings provide theoretical contributions to the development of digital marketing science, particularly in understanding the mediating role of customer trust in consumer behavior. In addition, practical implications for business actors are the importance of building consumer trust through live streaming strategies, affiliate marketing, and appropriate price offers to improve purchase decisions.

This study aims to analyze the communication strategies implemented by the public relations department of the Surakarta Al-Qur'an Interpretation Council (MTA) in promoting MTA TV to the public. MTA TV, as a medium for preaching, plays an important role in spreading Islamic teachings in accordance with the Qur'an and Sunnah. This study uses a qualitative descriptive approach with data collection through in-depth interviews, observation of social media, and documentation of promotional materials. The results show that the MTA Surakarta public relations department implements a communication strategy that includes five stages: research, planning, implementation, measurement, and reporting. In the research stage, MTA Surakarta's public relations conducts research to determine the preferences of the community. In the planning stage, MTA's public relations holds monthly meetings to plan da'wah programs. The implementation stage is carried out through various media, including radio, television, and social media, which are intensively promoted on digital platforms. In the measurement stage, MTA's public relations uses the “Halo Mediaku” program to receive feedback from the audience. The reporting stage involves the community in evaluating the quality of the broadcasts. This study shows that the communication strategy of MTA Surakarta's public relations has been implemented well, but it is recommended that audience research be further improved and interactive digital platforms such as live streaming be utilized to reach a wider audience

The rapid growth of e-commerce has reshaped promotional strategies, shifting them from traditional methods to more interactive approaches. Among these, the introduction of Cash on Delivery (COD) and live streaming features on platforms such as Shopee has gained increasing attention as tools to influence consumer behavior. This study aims to investigate the effect of COD and live streaming on consumer purchase decisions at the thrift hat store Trouble.Caps in Bekasi City. A quantitative research design was employed with 100 respondents selected using a saturated sampling technique, ensuring that all available participants were included. Data were gathered through observation, questionnaires, and interviews, and subsequently analyzed using validity and reliability tests, classical assumption testing, t-tests, f-tests, and the coefficient of determination, assisted by SPSS version 25. The results reveal that both COD and live streaming exert significant partial effects on purchase decisions, each showing a significance value of 0.000. Furthermore, simultaneous testing indicates that these variables collectively influence consumer decisions, with an R Square value of 0.751. This implies that 75.1% of the variation in purchase decisions is explained by COD and live streaming, while the remaining 24.9% is influenced by other factors. The findings underscore the strategic importance of integrating COD and live streaming as complementary features to build consumer trust, enhance interactivity, and increase purchase intention in online retail businesses.

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.

This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok for fashion-related content. The collected data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4 to test the hypothesized relationships between variables. The results indicate that both content marketing and live streaming significantly and positively affect purchasing decisions. The path coefficients of 0.361 for content marketing and 0.521 for live streaming demonstrate their substantial contribution. Furthermore, the research model yields an R-squared value of 0.640, suggesting that these two independent variables collectively explain 64% of the variance in purchasing decisions among Generation Z. In addition, the validity and reliability tests confirm that all constructs fulfill the eligibility criteria, reinforcing the robustness of the measurement model. These findings emphasize that content-based marketing strategies, when designed to be engaging, interactive, and visually appealing, are highly effective in fostering consumer interest and driving purchase intention. Live streaming, in particular, serves as a powerful marketing tool by offering real-time interaction, product demonstration, and a sense of authenticity that resonates strongly with Generation Z’s consumption patterns. The implications of this research highlight the strategic importance for fashion brands to optimize their digital marketing practices by integrating creative content marketing and live streaming features on TikTok.

The TikTok application, which now offers the TikTok Shop feature, is one example of how significant changes in the digital commerce industry have been fueled by information technology advancements. This feature creates a real-time interactive experience by enabling customers to shop directly through live broadcasting. The purpose of this study is to examine how using the live streaming feature affects purchasing decisions, particularly for students at STAI Sangatta. 64 students enrolled in STAI Sangatta's Islamic Economics Study Program were given a questionnaire as part of this quantitative field study. Validity tests, reliability tests, t and f tests, simple linear regression, and classical assumptions were used to assess the data. The analysis's findings indicate that live broadcasting significantly influences consumers' decisions to buy. The resulting regression equation is Y = 10.166 - 0.742X. The hypothesis is supported since the t-value of 10.178 is greater than the t-table of 1.999 and has a significance level of 0.000 (p < 0.05). At 103.584, the F test is likewise significant. The influence of the live streaming variable is indicated by the coefficient of determination (R2) of 62.6%, whilst other elements not included in this research model influence 37.4%.