The rapid growth of social media and e-commerce has positioned TikTok as a prominent platform for livestreaming commerce, with high user engagement in Indonesia. This study aims to examine the effects of parasocial relationship, promotion, and perceived usefulness on purchase behavior and customer satisfaction, and their implications for customer loyalty within the Stimulus–Organism–Response (SOR) framework. A quantitative approach was employed using purposive sampling, involving 308 active TikTok users aged 18 years and above who had watched and purchased through TikTok livestreams. Data were collected via an online questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS Software. The findings reveal that parasocial relationship significantly influence purchase behavior, while purchase behavior and customer satisfaction have significant positive effects on customer loyalty. Promotion significantly affects customer satisfaction, whereas perceived usefulness does not.

In educational organizations, employees, are among the most valuable assets. Satisfaction with the organization leads to more performance and contributes significantly to the overall success. To achieve the best performance and service quality, examining the satisfaction of educational personnel is essential. This study adopted a descriptive quantitative method, with a sample of 22 education personnel from the Master of Management program at the Faculty of Economics and Business, Universitas Trisakti, Jakarta. Data analysis was conducted using the Structural Equation Model (SEM) with SmartPLS software. The results showed that job satisfaction significantly influences the performance of education personnel, and also impacts customer-oriented behavior. Satisfied education personnel tend to perform well and provide optimal service to customers, including students, alumni, lecturers, and other external stakeholders. Furthermore, customer-oriented behavior among education personnel contributes to achieving optimal work outcomes.

This study aims to determine the profile of alumni from the Master of Management Program at the Faculty of Economics and Business, Universitas Trisakti (MM FEB Usakti). The respondents for this study are alumni of the MM FEB Usakti program who graduated in 2022-2023. The type of research used is descriptive research with a quantitative approach. The data used is primary data collected through a survey by distributing questionnaires to the respondents. The data was analyzed using SPSS software. There were 245 graduates of the MM FEB Usakti, in 2022-2023, but only 200 respondents completed the tracer study questionnaire. The questionnaires were distributed directly to alumni or alumni contacts whose whereabouts were known. The research results show that 97% of MM FEB Usakti alumni already had jobs upon graduation, either by directly seeking employment or through information from friends. 50% of graduates work in their field of study. Alumni are assessed by employers as having expertise based on their field of study (professionalism) and good self-development, but they still need to improve their ability to use English as an international language. The results of this tracer study can be used as material for evaluation and improvement by the leadership of MM FEB Usakti in relation to graduate profiles and the skills that graduates must have, both soft skills and hard skills, in order to be competitive in the world of work.

Penelitian ini bertujuan untuk menganalisis pengaruh environmental concern dan ethical obligation terhadap niat beli fashion berkelanjutan dengan pendekatan Theory of Planned Behavior (TPB). Isu keberlanjutan dalam industri fashion menjadi penting karena meningkatnya kesadaran terhadap dampak lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 313 mahasiswa di Jakarta yang dipilih melalui teknik convenience sampling. Data dianalisis menggunakan model struktural (SEM). Hasil penelitian menunjukkan bahwa environmental concern dan subjective norms berpengaruh signifikan terhadap sikap (attitude), dan sikap berpengaruh signifikan terhadap niat beli (behavioral purchase intention). Namun, ethical obligation dan perceived behavioral control tidak berpengaruh signifikan terhadap sikap. Temuan ini menunjukkan pentingnya kepedulian lingkungan dan norma sosial dalam membentuk sikap positif terhadap fashion berkelanjutan. Penelitian ini memberikan implikasi praktis bagi pengembangan strategi pemasaran yang menekankan aspek emosional dan sosial guna mendorong konsumsi fashion yang ramah lingkungan.

To obtain an increase in the performance of educational staff in the form of work quality and service quality, this research was carried out. This research analyzes the influence of job satisfaction on the performance of educational staff. The research objects were 24 educational staff at MM FEB Usakti in Jakarta. Because the population is relatively small, a saturated/census sample is used with SmartPLS software for data analysis. The research results show that there is job satisfaction for educational staff, which comes from co-workers, supervision, pay, the job itself, and finally, promotion opportunities. The managerial implication of this research is that managers should update regulations regarding job promotions and set clear promotion time periods. Then carry out socialization of promotional policies, so that all educational staff can know clearly. Managers are also expected to act fairly in providing promotional opportunities to all education staff.

This study aims to determine the profile of alumni of the Master of Management Study Program at a private university in West Jakarta. The respondents of this study were alumni of the study program who graduated in 2021-2022. The type of research used is descriptive research with a quantitative approach. The data used is primary data collected through surveys by distributing questionnaires to respondents. The data is processed using SPSS software. This tracer study is used to determine the position of graduates who have been absorbed in the world of work obtained from the latest conditions related to the position of the work field, the length of time waiting for alumni since graduation, and the suitability between the field of knowledge obtained and the profession at the last time. The results of the tracer study can be used to prepare graduates according to the competencies needed in the world of work.

This research aimed to examine the impact of chatbot service quality, perceived value, cognitive trust, and affective trust on customer satisfaction within the used car buying and selling platforms in the largest metropolis area in the Indonesian capital, namely Jabodetabek region. This research study using a quantitative approach, and involved 268 participants who met the specified criteria. The data analysis and hypothesis testing were conducted using SEM PLS. The findings revealed that the service quality of chatbot significantly influences perceived value, cognitive trust, and affective trust. However, it does not exert a direct impact on customer satisfaction. Notably, perceived value demonstrated a positive correlation with customer satisfaction and acted as a mediator in the positive relationship between chatbot service quality and customer satisfaction. Moreover, cognitive trust was identified as a factor positively affecting customer satisfaction and played a mediating role in the positive connection between chatbot service quality and customer satisfaction. On the other hand, affective trust was found to lack a direct positive impact on customer satisfaction and did not mediate the positive influence of chatbot service quality on customer satisfaction.

This study aims to analyze the effect of relationship benefits on the creation of positive Word of Mouth (WOM) in imported bookstore X. In the context of increasingly competitive marketing, Word of Mouth has become a strategic focus for companies as an effective and economical alternative in influencing consumer behavior. The research method used Purposive Sampling with 200 respondents aged 18-45 years who had shopped at imported bookstore X. The majority of respondents were women (59.5%), aged 25-34 years (39.5%), and S1 graduates (56.5%). The analysis is carried out using the Structural Equation Modeling (SEM) method to examine the relationship between variables. The study involved 9 variables, including trust benefits, special treatment benefits, social benefits, information benefits, sharing benefits, functional quality, technical quality, relationship quality, and word of mouth. The results of the analysis show that Confidence Benefit and Sharing Benefit have a significant influence in increasing the sense of security and desire to share from store employees. Relationship Quality is also important to increase customer trust and satisfaction. Word of Mouth becomes a major factor in improving sales perception and reputation. This research provides a deep understanding of the role of Relationship Benefits in creating positive Word of Mouth in the retail environment, providing strategic implications for companies in designing effective WOM-based marketing programs to influence consumer preferences.

The development of internet technology is currently widely utilized by business people, such as in marketing communications which were originally carried out conventionally, turning into digital marketing. Through digital marketing, business people such as MSMEs can promote their brands so that they are easily recognized by consumers. Building brand awareness is one of the keys to supporting the marketing of a product. The problem faced by the RUFATA MSME Group is the lack of knowledge about product marketing and the lack of digital literacy that needs to be found a way out. People in general are familiar with and use social media, but have not utilized it in marketing their products. For this reason, it is necessary to carry out Community Service (PkM) activities that can provide insight to MSME players regarding an understanding of product marketing, namely how to build brand awareness through digital marketing. The activity was carried out by providing counseling to participants regarding the role of digital marketing in building brand awareness. The results obtained by the participants can understand the material presented and will use it to develop their business.

AbstractThe study aims to examine the effect of social interactivity between customer engagement behavior and brand loyalty on social media. This research uses a type of quantitative approach. The research method is in the form of a survey using primary data collected by filling out a closed questionnaire using a Likert scale of 1-5. Sampling used purposive sampling with the respondent's criteria, namely Facebook social media users aged 17-30 years. Total respondents who were sampled in this study were 135 active Facebook users. This research was conducted using Structural Equation Modeling (SEM) and processed with the help of SPSS and AMOS software. The results of the study show that (1) Customer Engagement Behavior has a positive effect on company Brand Loyalty on page content on the Facebook social media platform. (2) Customer Engagement Behavior has a positive effect on company Social Interactivity on page content on the Facebook social media platform. (3) Social Interactivity has no positive effect on company Brand Loyalty on page content on the Facebook social media platform.Keywords: social interactivity; customer engagement behavior; brand loyaltyAbstrakPenelitian bertujuan menguji pengaruh social interactivity antara customer engagement behavior dan brand loyalty di media sosial. Penelitian ini menggunakan jenis pendekatan kuantitatif. Metode penelitian dalam bentuk survey menggunakan data primer yang dikumpulkan melalui pengisian kuesioner tertutup menggunakan skala Likert 1-5. Pengambilan sampel menggunakan purposive sampling dengan kriteria responden yaitu pengguna media sosial Facebook berusia 17-30 tahun. Total responden yang menjadi sampel dalam penelitian ini adalah 135 orang pengguna aktif facebook. Penelitian ini dilakukan dengan menggunakan Structural Equation Modelling (SEM) dan diolah dengan bantuan Software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa (1) Customer Engagement Behavior berpengaruh positif terhadap Brand Loyalty perusahaan terhadap konten halaman di platform media sosial facebook. (2) Customer Engagement Behavior berpengaruh positif terhadap Social Interactivity perusahaan terhadap konten halaman di platform media sosial facebook. (3) Social Interactivity tidak berpengaruh positif terhadap Brand Loyalty perusahaan terhadap konten halaman di platform media sosial facebook.Kata kunci: social interactivity; customer engagement behavior; brand loyalty

In the 6th assessment report published by the IPCC (Intergovernmental Panel on Climate Change), it is stated that the impact of climate change will be felt on the settlements and infrastructure of people living in coastal areas. The magnitude of this potential impact has encouraged the Anambas Islands Regional Government to include this impact in the Anambas Islands District Medium Term Development Plan for 2021-2026. Of course, synergy is needed in handling these impacts by involving all stakeholders, including oil and gas companies operating in this area. This study aims to determine the impact of climate change and the forms of community adaptation, as well as community perceptions of the contribution of oil and gas companies through the CSR change program in order to help mitigate climate impacts and also increase the adaptability of the community. Data was collected from all stakeholders as well as beneficiaries of the company's CSR program, by conducting in-depth interviews, observations, and also using a questionnaire. For the general public, climate change has begun to be felt with extreme weather conditions that often cause disasters, as well as decreased catches of fishermen in coastal areas. In fact, in certain seasons it will affect the smooth transportation of sea people, so that it can affect people's daily activities. Regarding the CSR program that has been carried out by oil and gas companies, the community considers this program very important for them, but further efforts still need to be made in order to meet their expectations, including increasing income.

Tujuan pengabdian kepada masyarakat yang dilakukan pada  usaha kecil mikro dan menengah  yang berada dalam binaan Yayasan Cempaka Wangi, Bintaro, Jakarta adalah untuk  memberikan wawasan kepada para peserta terkait pemasaran produk melalui media sosial. Kurangnya pengetahuan terhadap pemasaran produk dan literasi digital menjadi masalah yang perlu dicarikan jalan keluar. Masyarakat umumnya sudah mengenal dan menggunakan media sosial, namun belum memanfaatkannya dalam pemasarkan produk. Kegiatan Pengabdian kepada Masyarakat dilakukan dalam bentuk penyuluhan dan pelatihan yang diberikan oleh dosen dan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Trisakti.. Kegiatan dilakukan pada bulan November 2022 diikuti oleh 26 peserta.  Hasil evaluasi kegiatan menunjukkan materi yang disampaikan dianggap penting dan bermanfaat. mampu meningkatkan pengetahuan peserta tentang media sosial  dan akan menerapkan pada kegiatan usahanya

Currently, people in Indonesia need a way to shop that is easy and also reliable. The existence of the TikTok application is the answer to this problem in addition to its main function as an entertainment application that can be used with the Android or IOS application operating system. This study aims to determine whether price, brand image affect purchase intention by e-Word of Mouth mediation in using the TikTok application. This research method uses a quantitative approach by distributing questionnaires to 130 consumers as measured by a scale of 1 to 5. Smart PLS (Partial Least Squares) is used in the analysis of this study to test external and internal models. The results of this study indicate that price, brand image have a significant impact on purchase intention. Through mediation variables e-Word of Mouth. So that the TikTok application can answer consumer questions and problems, simplify, and increase daily purchases. Nowadays, people need a way to shop that is easy, with prices and products that are suitable to save time and additional costs.

This study aims to determine the profile of alumni of the Master of Management Study Program, Faculty of Economics and Business, Universitas Trisakti. The respondents to this study were Master of Management alumni from the Faculty of Economics and Business at Universitas Trisakti who graduated in 2020–2021. The type of research used is descriptive research with a quantitative approach. The data used are primary data collected through surveys by distributing questionnaires to respondents. The data is processed using SPSS software. There were 261 graduates of the Master of Management Faculty of Economics and Business Universitas Trisakti Master of Management Study Program for 2020–2021, but only 201 completed the complete tracer study. Questionnaires were distributed directly to alumni or alumni users whose whereabouts were known. The results of the study show that alumni stated that the majors taken were under the field of work. Overall, graduates were able to get their first job in less than six months. Alumni receive academic guidance, participate in research projects, and have the opportunity to become part of professional scientific networks. Graduates can communicate, work with teams, develop themselves, and utilize information technology. The results of the implementation of this tracer study can be used as material for evaluating and improving the leadership of MM FEB Trisakti University regarding graduate profiles and the abilities that graduates must have, both soft and hard, to be competitive in the world of work.

Abstract. This study aims to analyze the relationship between information quality, marketing activities and social media reputation on trust and political involvement of Generation Z. Data collection as a source of research data is primary data. Will be collected based on the information of the respondents with direct observation in the field using a questionnaire according to the research variables. The data collection method will be in the form of an online questionnaire via Google Form. Respondents will receive a link via the Google form which contains a collection of questions that require responses. Respondents in this study were social media users and were in the 2003-2007 birth range with the sample technique used was purposive sampling. By using the Google form as data collection, 408 respondents were collected. The results showed that if the quality of social media information has increased, it will also increase the social media reputation, trust, and political involvement of generation Z. In addition, if the social media reputation has increased, then automatically directly increase trust. On the other hand, it is also known that increasing social media marketing activities will also increase trust, social media reputation, and political engagement. It is also known, if trust increases, it will also increase political involvement