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All Journal NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Sosial dan Humaniora
Lies Utami Efni Safitri
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Peran Mahasiswa KKN UIN SU Kelompok Desa Stabat Lama dalam Mewujudkan Moderasi Beragama, Pencegahan Stunting, dan Pengentasan Kemiskinan Ekstrem di Desa Stabat Lama Lies Utami Efni Safitri; Habib Munawir Hasibuan; Fatirrohman Alamsyah; Fithri Az-Zahra; Saibarani Nabila
Nusantara: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 4 (2025): November: NUSANTARA Jurnal Pengabdian Kepada Masyarakat
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/nusantara.v5i4.6809

Abstract

This article examines the role of students of the Real Work Lecture (KKN) of the State Islamic University of North Sumatra in Stabat Lama Village in supporting community development through an integrative approach that covers three main areas, namely religious moderation, stunting prevention, and extreme poverty alleviation. The religious moderation program is carried out through Maghrib Mengaji, Gebyar Islami, and interfaith dialogue, which has been proven to strengthen tolerance and social harmony in the community. The stunting prevention program is realized through the provision of supplemental food (PMT) based on local ingredients, which is able to improve the nutritional status of toddlers while preventing the risk of new stunting. Furthermore, the community economic empowerment program is carried out through ecoprint training with eco pounding techniques that produce works of selling value and open up opportunities for environment-based businesses. The results of the activities show that the three programs complement each other and contribute to improving health, economic independence, and socio-religious harmony. The real impact of the implementation of this program is not only felt in the short term, but also provides the foundation for the development of a more independent and sustainable society. Through the active involvement of students, KKN activities succeeded in connecting academic theory with real practice in the field, so that it was able to provide contextual solutions to village problems. The empowerment carried out also emphasizes inclusive community participation, especially vulnerable groups such as housewives and toddlers, so as to provide more equitable benefits. Thus, KKN in Stabat Lama Village represents a holistic, sustainable, and relevant service model to the achievement of the Sustainable Development Goals (SDGs).
Brand Personality In “Asmara Gen Z” Cast Endorsements As Glad2glow’s Public Relations Practice On TikTok Habiba, Latifa Ummu; Lies Utami Efni Safitri
Jurnal Ilmu Sosial dan Humaniora Vol. 4 No. 2 (2026): April
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/isihumor.v4i2.1563

Abstract

This study aims to analyze the representation of Glad2Glow’s brand personality in the endorsement content of the cast of Asmara Gen Z as a public relations practice on TikTok. The study is motivated by the increasing use of popular culture figures in digital brand communication, particularly in the fast beauty industry, where brands are required to establish identities that are relevant to Generation Z audiences. This study applies Aaker’s brand personality framework, which consists of five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. This research employs a qualitative approach using content analysis methods. Primary data were obtained from 65 TikTok endorsement videos uploaded by eight cast members of Asmara Gen Z promoting Glad2Glow products. Secondary data were collected from journals, books, and relevant literature. Data collection techniques included non-participant observation and documentation, while data analysis was conducted through data reduction, categorization, data presentation, and conclusion drawing. The findings reveal that Glad2Glow’s brand personality is represented through repetitive content patterns integrated with popular TikTok trends. The excitement dimension emerged as the most dominant characteristic, portraying the brand as energetic, trend-aware, and closely connected to Generation Z digital culture. The findings also indicate that the cast endorsements function as a public relations practice through brand humanization, message standardization, and the creation of emotional closeness with audiences. This study confirms that digital endorsement functions not only as a promotional tool but also as a strategic mechanism for brand identity construction on social media.
Co-Authors Fatirrohman Alamsyah Fithri Az-Zahra Habib Munawir Hasibuan Habiba, Latifa Ummu Saibarani Nabila