This research analyzes user sentiment reviews of the KAI Access application from Google Play Store to improve customer service at PT Kereta Api Indonesia. The study uses a Natural Language Processing (NLP) approach with the Latent Dirichlet Allocation (LDA) algorithm to extract main topics from 10,000 reviews collected from April 2024 to April 2025. Analysis results show 40.7% positive sentiment reviews and 49.3% negative. After data preprocessing through case folding, normalization, tokenization, stopword removal, and stemming, seven optimum topics were found from negative sentiment with a coherence score of 0.508343 and two optimum topics from positive sentiment with a coherence score of 0.511673. Analysis based on five service quality dimensions (tangibles, reliability, responsiveness, assurance, and empathy) reveals that the reliability dimension becomes the main issue, including system instability, transaction failures, login difficulties, and data inaccuracy. The responsiveness dimension is the second priority, with users expecting fast and responsive service to complaints. The results of this study provide recommendations for PT KAI to prioritize improvements in system reliability and responsiveness aspects to enhance the overall user experience, which will ultimately impact customer satisfaction and loyalty.
 
 

The beauty industry is experiencing significant growth due to digital transformation, particularly through the use of brand ambassadors and social media marketing. This study investigates the impact of brand ambassadors and social media marketing on purchase intention, with brand image as the mediating variable. This research focuses on Azarine, the skincare from Indonesia and targets potential consumers in Riau Islands aged 18-44 who follow the Instagram account @azarinecosmeticofficial and recognize Prilly Latuconsina, Syifa Hadju, Angga Yunanda, and Lee Min Ho as brand ambassadors. A quantitative approach was applied using Structural Equation Modeling (SEM) with SmartPLS software. The research shows that brand ambassadors and social media marketing positively and significantly influence purchase intentions, with a higher direct impact compared to an indirect one through brand image. This study highlights the effectiveness of digital brand strategies in shaping consumer decisions and offers insights for marketing professionals in the beauty sector. These results emphasize the strategic role of celebrity endorsements and content-based engagement in influencing consumer perceptions and purchasing behavior.

Numerous challenges arise concomitant with the rapid advancement of technology through digital marketing models that have been deployed by several small enterprises to rival comparable products. The transition to the digital market owing to the Industrial Revolution and the COVID-19 pandemic poses both threats and opportunities for technology-driven multinational corporations and micro and small enterprises. Nevertheless, only a few entrepreneurs have been able to capitalise on these prospects. In 2022, the significance of non-traditional media in science and technology for developing new product marketing capabilities that are autonomous, adaptable, and environmentally attuned is becoming more evident. It is crucial to establish entrepreneurship programmes tailored to the needs and requirements of 25 UMK students as per their respective groups and technical disciplines. Programmes should be customised to suit the capabilities, requirements, and preparedness of each department to facilitate the development of an entrepreneurial culture. An attempt has been made to establish synergy bridges using a specific approach. This approach can be implemented progressively and steadily for a particular cohort of skilled businesses or simultaneously for a variety of target groups. An organised campaign is required to foster an entrepreneurial culture through education and training of the target groups. The Programme for the Application of Science and Technology in Business (P2M) will be executed by LPM to enhance the entrepreneurial aptitude of 25 UMK students. This project intends to develop the business skills of the participants while maintaining objectivity in its evaluations. The use of simple sentences and causal connections facilitates the comprehension and logical coherence of the text. Consistent formatting and a conventional structure have been employed, while a high register and precise vocabulary have been utilized to maintain a balanced, value-neutral tone. Grammatical correctness has been ensured through careful editing. The Programme for the Application of Science and Technology in Business (P2M) will be executed by LPM to enhance the entrepreneurial aptitude of 25 UMK students.