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All Journal Priviet Social Sciences Journal AICOS
Ryndian Gusty
Politeknik Negeri Medan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Applying Kotler’s 5A model to TikTok live: A systematic literature review Ryndian Gusty; Al-Adly Darniyus
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.398

Abstract

Live streaming of TikTok is an important factor in digital marketing success, and its application remains questionable. Rapid development of the skincare industry has created a competitive promotional strategy. This study analyzes how TikTok life can increase skincare sales and the factors that can influence it. This study uses a systematic literature review (SLR) method to analyze the implementation of TikTok Live as a digital marketing strategy in the skincare industry. A total of 38 articles published between 2026 and 2025 were reviewed. The data were analyzed thematically using open and axial coding, structured according to Kotler's 5A framework, and supported by the stimulus-organism-response theory, consumer involvement theory, and technology acceptance models. The results show that TikTok Live has become a digital marketing strategy used to increase skincare sales. Awareness and Appeal have a broad impact and create audience interest through creative visual videos that interact directly with the audience. The ask stage is strengthened through direct consumer communication during live broadcasts through comments. In the Act stage, audiences quickly and easily conduct product transactions. Advocacy forms consumer loyalty to a skincare brand, because customers feel satisfied with the products used. This study provides new insights by combining direct marketing strategies with consumer behavior models. TikTok Live is not only a transactional medium but also a platform for consumer social and emotional engagement.
IMPLEMENTATION OF DIGITAL INFORMATION SYSTEMS TO IMPROVE OPERATIONAL EFFICIENCY IN RETAIL SMEs Rara azahra; Zahra Ardiana Putri; Ryndian Gusty; Muhammad Dalim
Asian Journal of Islamic Economic Studies Vol. 3 No. 1 (2026): AICOS: Asian Journal Of Islamic Economic Studies
Publisher : Fakultas Ekonomi dan Bisnis Islam IAIN Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/aicos.v3i1.6692

Abstract

This research aims to analyze the implementation of digital information systems in increasing operational efficiency in micro, small, and medium enterprises (UMKM) in the retail sector, by taking a case study at Indomaret Medan. Digital transformation becomes a vital need for MSMEs in the era of industry 4.0 to increase competitiveness and operational efficiency. The research method used is qualitative descriptive with data collection techniques through in-depth interviews and direct observation of the store's operational process. The research results show that the implementation of the digital information system at Indomaret covers various operational aspects, including digital cash register system, technology-based attendance system, human resource management system, and technical support through Electronic Data Processing (EDP). Research findings indicate that digitalization has a positive impact on operational efficiency, especially in transaction speed, data accuracy, and employee performance monitoring. However, there are technical obstacles faced, especially related to the stability of the internet connection that affects the smoothness of the system. This research provides a theoretical contribution in understanding the factors that determine the success of information system implementation in retail MSMEs and provides practical recommendations for business actors who want to do digital transformation.
ANALYSIS OF OPERATIONAL BARRIERS AND DEVELOPMENT STRATEGIES FOR WAITINGLIST COFFEE MSMEs IN MEDAN CITY Erika Kristina Sibarani; Marista Suryani Sitompul; Ryndian Gusty
Asian Journal of Islamic Economic Studies Vol. 3 No. 1 (2026): AICOS: Asian Journal Of Islamic Economic Studies
Publisher : Fakultas Ekonomi dan Bisnis Islam IAIN Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/aicos.v3i1.6695

Abstract

The purpose of this study is to examine the operational obstacles and development strategies experienced by Waitinglist Coffee, a micro, small, and medium enterprise (MSMEs) in Medan, which is one of the growing culinary businesses. The methodology used is a qualitative approach through direct interviews and field observations to obtain in-depth data on issues related to raw materials, technology, marketing, and labor. The findings of the study show that the main obstacles faced by Waitinglist Coffee include a lack of quality raw material supplies, suboptimal use of digital payment systems, and limitations in digital promotion to reach a wider market. From a human resources perspective, the challenges relate to manual employee management, which impacts work efficiency. Recommended development strategies include enhancing cooperation with local suppliers, utilizing digital technology such as cashier applications and marketing through social media, and technology-based human resource management training. This study is expected to serve as a reference for other MSMEs in the culinary sector in overcoming operational obstacles and designing sustainable development strategies amid increasingly fierce business competition.
THE ROLE OF MANAGEMENT INFORMATION SYSTEMS IN IMPROVING OPERATIONAL EFFICIENCY IN CAFE ATEKU BUSINESSES Jeinvanny Githa Theosendy Tarigan; Ryndian Gusty
Asian Journal of Islamic Economic Studies Vol. 3 No. 1 (2026): AICOS: Asian Journal Of Islamic Economic Studies
Publisher : Fakultas Ekonomi dan Bisnis Islam IAIN Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/aicos.v3i1.6696

Abstract

This study aims to identify the role of Management Information Systems in improving operational efficiency at Ateku Kopi Cafe, a micro-enterprise located in Medan City. Using a descriptive qualitative method through interviews and direct observation, this research examines the use of digital systems such as Luna/Mocapos for transaction recording and Google Calendar for employee scheduling. The results indicate that these systems help accelerate transaction processes, enhance the accuracy of financial reporting, and support better coordination among employees. However, several challenges remain, including manual stock management, limited system access, and insufficient digital training for staff. Overall, the implementation of Information Systems provides a positive impact on the operational efficiency of the business. Further development of an integrated system and continuous digital literacy training is recommended to improve UMKM performance amid ongoing digital transformation.
Co-Authors Al-Adly Darniyus Dalim, Muhammad Erika Kristina Sibarani Jeinvanny Githa Theosendy Tarigan Marista Suryani Sitompul Rara azahra Zahra Ardiana Putri