This study aimed to examine the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME) (i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The dataset comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts, specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, while nonverbal information mostly has no significant effects. Furthermore, English and code-switched languages mainly have negative moderating effects on the relationship between content characteristics (both informational and emotional characteristics) and SME. Theoretically, this study provides a preliminary understanding of effective SME enhancement strategies for global brands targeting consumers on TikTok in emerging markets. Practically, the results of this research can provide guidelines for global brands engaging with consumers in emerging countries. These insights can also assist global brands in creating “TikTok famous” content.

The development of technology has resulted in the development of communication media through social media. The use of this media varies in terms of its demographic characteristics, whereas the benefits of this media for each group are different. Therefore, to maximize the benefits of technological advancements, it is important to study the accuracy of the group of users. This study aims to determine the distinguishing characteristics of social media users. The study used a number of 93 samples taken in clusters. The results showed that there were no differences in the characteristics of social media users based on gender and religion. The characteristics of social media users are especially those who are students. This group has the highest frequency of use for entertainment and communication purposes.

The purpose of this study was to analyze the effects of service quality, image and trust in satisfaction and its impact on Syari’ah Bank customer loyalty in Palembang, Province of South Sumatra. The research design in this study used causal analysis which explained correlation variables of 3 Syari’ah Banks with 250 people as banking clients in Palembang. The sample selection used simple random sampling. This dissertation draft used primary data from questionnaire filled out by the respondents. The method of research used descriptive statistics and Structural Equation Modeling (SEM). The results showed that the customer satisfaction had significant impact on customer loyalty, customer trust had significant impact on customer satisfaction, customer trust had not significant impact on customer loyalty, service quality had significant impact on customer trust, service quality has significant impact on customer satisfaction, service quality had significant impact on customer loyalty, service quality had significant impact on Syari’ah Bank Image, Syari’ah Bank image had significant impact on customer trust, Syari’ah Bank image had no significant impact on customer satisfaction, and Syari’ah Bank image had no significant impact on customer satisfaction. The descriptive analysis showed that the level of service quality, image, trust, satisfaction and customer loyalty had a positive level.

This study aims to find out "The Influence of Promotion, Against the Decision on the Use of Digital Services Mediated by Consumer Knowledge and Consumer Confidence in the Babylon Bank of South Sumatra Branch". Problem formulation is a problem that will be answered by the research objectives. This study uses a statistical analysis tool that is multiple linear regression. The results of the calculation, the influence of each construct on the construct; first, Promotion has a positive and significant effect on Consumer Trust. The results of data analysis obtained a t-value of 27,182 with a t-table value of 1,965973. Second, Promotion has a significant effect on Consumer Knowledge. The results of data analysis obtained a t-value of 25.218 with a t-table value of 1.965973. This means that the Promotion variable has a significant effect on the Consumer Knowledge variable. Third, Consumer Trust has a positive and significant effect on Decision of Use. The results of data analysis obtained a t-value of 4.169 with a t-table value of 1.965973. Fourth, Consumer Knowledge has a positive and significant effect on Decision of Use. The results of data analysis obtained a value of t-value of 3.561 with a t-table value of 1.965973. Fifth, Promotion has a positive and significant effect on the Decision of Use. The results of data analysis obtained a t-value of 3.342 with a t-table value of 1.965973. This means that the Promotion variable has a positive and significant effect on the Decision Use variable

Abstrak: Selama masa pandemi covid-19 tahun 2020, transaksi perdagangan Indonesia di sektor perikanan mengalami penurunan hingga 3.62%. Data ini menjadi salah satu alasan kegiatan pengabdian kepada masyarakat ini dilakukan. Tujuan kegiatan untuk membantu UMKM sebagai mitra mengatasi permasalahan yang dihadapi dalam menjalankan usaha pembibitan ikan lele. Tahapan kegiatan dilaksanakan melalui tiga tahapan yakni (a) pelaksanaan kegiatan pembenihan ikan lele yang terdiri dari persiapan kolam, persiapan indukan, proses pemijahan dan pemeliharaan benih; (b) Pembuatan/pengadaan sarana penunjang (budidaya pakan alami dan pembuatan sumur bor); dan (c) pelatihan pembukuan usaha dan pemasaran produk melalui media online. Hasil kegiatan menunjukkan terjadi 100 % peningkatan softskill dan hardskill pada mitra berupa pengetahuan dan praktek pemijahan ikan lele dan pemeliharaan benih yang dibuktikan persentase bibit hidup yang tinggi (diatas 80%) serta kemampuan budidaya pakan alami (cacing sutra). Pada aspek manajemen mitra sangat memahami pentingnya pembukuan usaha yang dilakukan dan memulai melakukan pembukuan usahanya serta upaya pemasaran bibit secara online.Abstract: During the 2020 COVID-19 pandemic, Indonesia's trade transactions in the fisheries sector decreased by 3.62%. This data is one of the reasons why this community service activity is carried out. The purpose of the activity is to help UMKM as partners to overcome the problems faced in running a catfish breeding business. The stages of the activity are carried out through three stages, namely (a) implementation of catfish hatchery activities consisting of pond preparation, broodstock preparation, spawning process and seed maintenance; (b) Manufacture/procurement of supporting facilities (natural feed cultivation and drilling wells); and (c) business bookkeeping training and product marketing through online media. The results of the activity showed that there was a 100% increase in soft skills and hard skills in partners in the form of knowledge and practice of catfish spawning and seed maintenance as evidenced by the high percentage of live seeds (above 80%) and the ability to cultivate natural food (silk worms). In the management aspect, partners really understand the importance of bookkeeping their business and start their business bookkeeping and online seed marketing efforts.