Judul: Pengaruh Viral Marketing terhadap Brand Equity dan Dampaknya pada Keputusan Pembelian Ulang (Studi Kasus Pada Media Sosial Adorable Project).
Abstrak: Pada era digital, sebagian besar perusahaan beralih untuk melakukan kegiatan bisnisnya melalui jaringan internet dengan melakukan kegiatan promosi yang memanfaatkan media sosial dan berdampak pada terjadinya viral marketing. Salah satunya adalah Adorable Project yang merupakan local brand fashion paling diminati di Indonesia. Tujuan dari penelitian ini untuk menganalisis karakteristik responden konsumen pada media sosial Adorable Project, menganalisis pengaruh viral marketing terhadap brand equity (brand awareness, brand image, perceived quality), dan menganalisis pengaruh viral marketing terhadap keputusan pembelian (current dan future repurchase). Metode analisis yang digunakan adalah analisis deskriptif dan analisis Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa viral marketing mempengaruhi secara signifikan terhadap seluruh variabel laten brand equity dan berpengaruh tidak langsung terhadap current purchase dan future repurchase.
Keyword: brand equity, keputusan pembelian, media sosial, viral marketing, SEM-PLS

Judul: Analysis of the Effect of Viral Phenomena on Brand Equity and  Purchase Decisions of Cosmetic Products
Abstrak: Industri kosmetik Indonesia terus mengalami pertumbuhan sehingga persaingan antar pengusaha semakin ketat. Berbagai strategi pemasaran dilakukan salah satunya dengan cara menjadi viral. Penelitian ini bertujuan menganalisis pengaruh product knowledge, group references dan social media marketing terhadap brand equity, kemudian menganalisis pengaruh brand equity produk kosmetik terhadap keputusan pembelian konsumen. Penelitian dilakukan dengan menggunakan google form yang disebar langsung kepada responden. Responden dari penelitian ini yaitu followers dari akun TikTok Scarlett berjumlah 100 orang. Analisis melalui pendekatan kuantitatif yang didukung data kualitatif dengan metode survei menggunakan analisis Partial Least Square (PLS) dan program Smart PLS for windows. Hasil penelitian ini menunjukkan bahwa pengaruh ketiga komponen viral marketing terhadap brand equity sebesar 73,4%. Pengaruh tidak langsung ketiga komponen viral marketing terhadap keputusan pembelian melalui brand equity sebesar 57,5%., The Indonesian cosmetic industry continues to experience growth, so that competition between entrepreneurs is getting tougher. Various marketing strategies made one of which is by becoming viral. This study aims to analyze the effect of product knowledge, group references, and social media marketing on brand equity. Analyze the effect of brand equity on cosmetic products on consumer purchasing decisions. The research was conducted using a google form which distributes directly to the respondents. Respondents from this study were followers of Scarlett's TikTok account total of 100 people. Analysis through a quantitative approach supported by qualitative data with a survey method using Partial Least Square (PLS) analysis and the Smart PLS program for windows. The results of this study indicate that the effect of the three viral marketing components on brand equity is 73.4%. The indirect effect of the three viral marketing components on purchasing decisions through brand equity is 57.5%.
Keyword: brand equity, group references, product knowledge, purchase decision, social media marketing

Judul: Hybrid solar cells of ZnO nanoparticles/chlorophyll was modified metal ions (Zn2+ and Cu2+ )
Abstrak: Zinc Oxide (ZnO) is a n-type semiconductor with a wide the energy band (Band Gap) is 3.37 eV at room temperature and 3.34 eV at low temperature with a large exiton binding energy is 60 meV. ZnO has been synthesized by hydrothermal method, resulting in a decrease in particle size over the duration of the hydrothermal changes. Crystallographic structure of ZnO were characterized using XRD, has shown the characteristic pattern of a hexagonal wurtzite structure, the crystallite size increases to changes in particle size. Changes in particle size has also led to a change in the absorption peak of ZnO as has been demonstrated posted under test using the optical properties of UV-Vis spectrophotometer. Changes of this uptake has also led to changes in the energy band gap, which increases its band gap energy of the particle size. In electronic applications, especially in solar cells. Chlorophyll is considered less effective, because of their very nature are easily degraded as a result of several reactions which are acid, lighting and temperature. The results of the stability test using a halogen lamp 34 W/m2 for 5 hours, that the substitution of chlorophyll with metal ions Zn2+ and Cu2+ has been shown to form more stable than natural chlorophyll. The characterization of the optical properties, the combination of ZnO / chlorophyll in the form of hybrid films has led to a shift in the absorption region of ZnO becomes more widely from the UV to Visible. ZnO/chlorophyll has absorption range of 350-515 nm, ZnO / Zn-feofitin 332-401 nm and 332-632 nm for Cu-feofitin. The combination of ZnO/chlorophyll and CuSCN as a solid electrolite in hybrid solar cell, a modified chlorophyll with metal ions Zn2+ and Cu2+ has been shown to form a more stable I-V curve. It is characterized by its fill factor value greater than natural chlorophyll. Nevertheless, solar cells with natural chlorophyll has been able to produce higher efficiency values of chlorophyll were substituted.
Keyword: Hydrothermal, ZnO/Chlorophyll modified, Hybrid Solar Cell