Judul: The Effect of Short Video Marketing and Live Streaming on Purchase Intention on Social Commerce TikTok MSME Fashion Sector
Abstrak: Perkembangan dunia digital memunculkan media sosial yang memungkinkan penggunanya untuk melakukan transaksi di dalamnya, salah satunya social commerce TikTok. Digitalisasi mempercepat transformasi digital terutama dalam digital marketing. UMKM sebagai penyumbang PDB terbesar dalam skala internasional khususnya sektor Ekonomi Kreatif dengan sub sektor utama bidang fashion perlu diperhatikan perkembangannya karena potensial. Di samping pesatnya perkembangan digitalisasi, sebagian besar pelaku UMKM belum masuk dalam sistem digital. Penelitian ini bertujuan untuk menganalisis pengaruh short video marketing terhadap consumer brand attitude serta pengaruh consumer brand attitude dan live streaming terhadap purchase intention UMKM sektor fashion pada social commerce TikTok. Metode penarikan sampel dengan purposive sampling dan jumlah sampel yang digunakan sebesar 170 responden. Analisis data menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) – PLS. Hasil pengujian membuktikan bahwa short video marketing memiliki pengaruh yang signifikan dan positif terhadap consumer brand attitude. Consumer brand attitude dan live streaming juga memiliki pengaruh yang signifikan dan positif terhadap purchase intention., The development of the digital world gave rise to social media that allowed users to make transactions on it, one of which was social commerce TikTok. Digitalization accelerated digital transformation, especially in digital marketing. MSMEs, as the largest PDB contributor, especially the Creative Economy sector with the main sub-sector in fashion, needed to pay attention to development because of potential. Despite the rapid development of digitization, most MSMEs had not yet entered the digital system. This study aimed to analyze the effect of short video marketing on consumer brand attitudes and the influence of consumer brand attitudes and live streaming on the purchase intention of SMEs in the fashion sector on TikTok social commerce. The sampling method was purposive sampling, and the number of samples used was 170 respondents. Data analysis used descriptive analysis and Structural Equation Modeling (SEM) - PLS. The test results proved that short video marketing had a significant and positive effect on consumer brand attitudes. Consumer brand attitude and live streaming also had a significant and positive influence on purchase intention.
Keyword: Consumer brand attitude, live streaming, purchase intention, SEM-PLS, short video marketing

Judul: Analisis Live Streaming Shopping TikTok terhadap Customer Trust dan Customer Engagement serta Dampaknya pada Purchase Intention
Abstrak: Pandemi Covid-19 menyebabkan pengguna media sosial di Indonesia meningkat. Adanya peningkatan pengguna media sosial menjadikan peluang bagi pelaku usaha untuk memasarkan bisnisnya. TikTok Shop merupakan salah satu scommerce yang memudahkan para penggunanya untuk berbelanja pada aplikasi tersebut tanpa harus berganti aplikasi. Salah satu fitur yang dimiliki TikTok Shop adalah Live Streaming. Konsumen masih belum sepenuhnya percaya dengan toko online karena maraknya kasus penipuan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis live streaming shopping terhadap customer trust, customer engagement, dan purchase intention terhadap masyarakat Indonesia. Metode pengambilan sampel menggunakan purposive sampling yang melibatkan 647 responden. Pengolahan data pada penelitian ini menggunakan SEM-PLS. Hasil yang didapatkan adalah live streaming shopping memiliki pengaruh positif signifikan terhadap customer trust, customer engagement, dan purchase intention.
Keyword: customer engagement, customer trust, live streaming shopping, purchase intention

Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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