Judul: Analisis Efektivitas Live Streaming dan User-Generated Content UMKM Sektor F&B pada Platform Tiktok Berbasis AISAS Model
Abstrak: Tingginya tingkat penetrasi internet di Indonesia yang digunakan untuk mengakses media sosial dan berbelanja online mendorong munculnya trend social commerce. Tiktok merupakan social commerce yang paling banyak digunakan di Indonesia sehingga dapat dimanfaatkan oleh pelaku UMKM sektor F&B. Tiktok juga memiliki fitur yang dapat digunakan sebagai strategi promosi yaitu fitur live streaming dan user-generated content. Model AISAS digunakan untuk menganalisis perilaku konsumsi akibat peran dari internet seperti perilaku konsumsi melalui Tiktok Shop. Penelitian ini bertujuan untuk mengetahui karakteristik pengguna Tiktok serta pengaruh live streaming dan user-generated content berbasis AISAS model. Metode analisis yang digunakan adalah SEM-PLS untuk mengetahui pengaruh antar variabel berdasarkan data yang didapat dari 263 sampel. Hasil dari penelitian ini adalah live streaming dan user-generated content memiliki pengaruh signifikan terhadap attention, interest, dan search; attention, interest, dan search memiliki pengaruh signifikan terhadap action; dan action memiliki pengaruh signifikan terhadap share.
Keyword: AISAS, live streaming, social commerce, Tiktok, user-generated content

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: Pengujian Virus Newcastle Disease Gen VII Isolat Lapang Sebagai Virus Standar Pada Uji Tantang Vaksin
Abstrak: This study was conducted to determine the standard of Newcastle disease virus Gene VII field isolate as a virus challenge to vaccine test. A virus suspension that has previously been tested by HA test then titrated with EID50 using 30 Specific Pathogen Free (SPF) of 10 day old chicken embryonated eggs. In addition, chicken lethal dose50 (CLD50) test were used to determine the virus titer that could cause 50% death of the chicken population. The CLD50 test was used 25 day-old-chickens (DOC) divided into 5 groups. The virus was diluted from 10-1 to 10-8. The 104 to 10-8 dilution of NDV was infected to every group of chicken via eyedrop and intranasal with 0.1 ml/chicken dosage. Haemagglutination test showed that the allantoic fluid were contain high titers of NDV is 512 HAU. The infective NDV that had been titrated by EID50 test showed the virus titers is 109 EID50/0.1 ml or 1010 EID50/ml and the virus titers of CLD50 test e.i 106.48 CLD50/0.1 ml or 107.48 CLD50/ml. These results can be concluded that the NDV Gene VII field isolates were most appropriate to be used as a standard virus to vaccine test
Keyword: Newcastle Disease Virus Gene VII, HA tes, EID50 test, CLD50 test