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All Journal Priviet Social Sciences Journal Aksi Kita: Jurnal Pengabdian Kepada Masyarakat
Al-Adly Darniyus
Politeknik Negeri Medan
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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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.
Kebijakan Transportasi Hijau di Kota Medan (Program Bus Listrik) Nursiah Fitri; Suri Purnami; Janeska Widia; Yupi Sasmita Dewi; Al-Adly Darniyus
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 5 (2025): SEPTEMBER-OKTOBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/4v22bb77

Abstract

Program bus listrik di Kota Medan merupakan bagian dari komitmen pemerintah dalam menerapakan transportasi hijau guna mengurangi polusi udara dan meningkatkan kesehatan masyarakat. Namun, implementasi kebijakan ini masih menghadapi tantangan sosial, seperti keterabatasan akses dan rendahnya minat masyarakat. Penelitian ini bertujuan untuk meningkatkan kesadaran masyarakat melalui sosialisasi penggunaan transportasi ramah lingkungan di Kecamatan Medan Baru. Dengan pendekatan partisipatif-edukatif, kegiatan ini melibatkan aparatur kecamatan sebagai sasaran utama untuk menjadi contoh dalam penggunaan bus listrik. hasil sosialisasi menunjukkan bahwa pemahaman peserta terhadap manfaat transportasi hijau meningkat, mesipun masih terdapat hambatan seperti infrastruktur yang belum merata dan sistem pembayaran elektronik yang belum inklusif. temua ini mengindikasikan perlunya sosialisasi yang lebih luas serta kebijakan yang lebih adaptif guna mendukung transisi menuju transportasi berkelanjutan.
Co-Authors Janeska Widia Nursiah Fitri - Ryndian Gusty Suri Purnami - Yupi Sasmita Dewi