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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.