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Priviet Social Sciences Journal
Published by PRIVIETLAB
ISSN : 2798866X     EISSN : 27986314     DOI : 10.55942/pssj
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences
PSSJ: Priviet Social Sciences Journal is an open access, monthly peer-reviewed international journal published by PRIVIETLAB. It provides an avenue to academicians, researchers, managers and others to publish their research work that contributes to the knowledge and theory of Social Sciences. PSSJ is published twelve a year. Publisher of Open Access Journals & Books designed to make it easy for worldwide researchers to discover leading-edge scientific research. Working closely with the global scientific community has been at the heart of our book and journal publishing activity. With a portfolio including journals, books, conference proceedings, we focus on Social Sciences and many more. PRIVIETLAB also publishes on behalf of other scientific organizations and represents their needs and those of their members. With worldwide impact, we support researchers, librarians and societies in their endeavours. PRIVIETLAB is an international center for supporting distinguished researchers, teachers, scholars and students who are researching various areas of Business, Science, and Technology. PRIVIETLAB wishes to provide good chances for academic and industry professionals to discuss recent progress in various areas of Business, Science, and Technology. PRIVIETLAB organizes many international conferences, symposia and workshops every year, and provides sponsor or technical support to researchers who wish to organize their own conferences and workshops.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 533 Documents
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Formulation of ethical integrated marketing communication strategy to boost member acquisition for PT HM Sampoerna Tbk.’s smoke-free products Chehab, Ferick Omar
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1635

Abstract

This study investigates the persistently low acquisition of members for PT HM Sampoerna Tbk’s smoke-free products in Indonesia and formulates an ethical, regulation-compliant integrated marketing communication (IMC) strategy to strengthen member growth among adult smokers. Employing a descriptive exploratory design, the research combined a 5 Whys root-cause diagnosis with a cross-sectional online survey of adult smokers and smoke-free product users (N=202). Data were analyzed using descriptive statistics and a Weighted Score Model to prioritize ethical principles, communication design elements, and channel choices. The results show that ethics is treated as a non-negotiable baseline, with near-equal weights for honesty, fairness, and social responsibility. In communication design, message source credibility ranks highest, narrowly ahead of creative execution, whereas message strategy ranks third. Channel priorities favor interaction-rich, adult-only touchpoints: personal selling and permission-based direct marketing outperform digital marketing, with advertising and public relations being the least preferred under regulatory constraints. Therefore, digital channels are positioned mainly for gated educational content, appointment setting, and retention-oriented CRM rather than as primary conversion engines. This study proposes an IMC roadmap that reallocates efforts toward below-the-line activations, trained product specialists, and structured follow-ups, supported by early ethical screening and continuous compliance monitoring. The findings offer actionable guidance for managers designing harm-reduction communications in tightly regulated contexts and provide a basis for future longitudinal assessments of behavioral change and member lifetime value impacts.
The effect of live streaming and customer reviews on purchase decisions with brand trust as a mediating variable in TikTok Shop Sari, Yunita; Indriastuti, Herning
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1645

Abstract

The Influence of Live Streaming and Customer Reviews on Purchase Decisions, and the Role of Brand Trust as an Intervening Variable on Products in TikTok Shop. Supervised by Dr. Herning Indriastuti, SE., MM. This study investigates the effect of live streaming and customer reviews on purchase decisions while examining brand trust as an intervening variable in the context of products marketed through TikTok Shop. Employing a quantitative approach with Partial Least Squares (PLS) analysis, the research involved 133 active TikTok Shop users who had watched live streaming sessions, read customer reviews, and made purchases. The findings reveal that live streaming and customer reviews positively and significantly influence both brand trust and purchase decisions. Furthermore, brand trust significantly affects purchase decisions and serves as a mediating variable in the relationship between live streaming, customer reviews, and purchase decisions, thereby underscoring the critical role of brand trust in optimizing the effectiveness of digital marketing strategies on TikTok Shop.
Semiotics of the ‘A Woman in A Pink Hijab’ photo on Harian Kompas’ Instagram Dellan, Muhammad Rhomy; Satria, Bramedia Ridho; Pramadia, Satria Sofyan
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1646

Abstract

Instagram is now a highly graphic platform in terms of news flow and can turn a photojournalistic image into a digital icon. This study analyzes a photo series of a woman in a pink hijab that was posted by Harian Kompas on August 28, 2025, during a demonstration in front of the Indonesian House of Representatives (DPR RI). This study poses the question of how visual displays–the pink hijab, riot shields, the Indonesian flag, and bodily gestures–produce meaning regarding gender, civic identity, and symbolic resistance. It employs a descriptive qualitative research design to apply Barthesian signification orders (denotation, connotation, myth) to four photographs in a single carousel post and triangulate the discourse of the mainstream news regarding the concept of ‘pink brave’. The analysis finds that denotatively, the images document a civilian–police confrontation. Connotatively, color contrast and barricade composition foreground an opposition between 'ordinary people' and state power while renegotiating stereotypical femininity into moral courage. At the mythic level, the mother emerges as a symbol of civic motherhood that defines resistance as a form of patriotism when the flag is raised during war. This research discovered that Instagram photojournalism does not merely report on situations but integrates sense into symbols that can be exchanged on the digital open platform.
Information technology on employee performance with job satisfaction as a mediating variable Renhard, Kaleb; Indriastuti, Herning
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1647

Abstract

Information Technology on Employee Performance with Job Satisfaction as a Mediating Variable in the Sangasanga District, Kutai Kartanegara Regency. Under the guidance of Mrs. Dr. Herning Indriastuti, S.E., M.M.. This study examined the effect of information technology on employee performance, with job satisfaction serving as a mediating variable, in the Sangasanga District, Kutai Kartanegara Regency. A quantitative approach was employed, and data were collected through online questionnaires distributed to employees. The sample consisted of 40 staff members working at sub-district and district offices in Sangasanga. The data were analyzed using SmartPLS 3.0. The findings revealed that information technology had a positive but not statistically significant effect on employee performance. However, information technology had a positive and significant impact on job satisfaction, and job satisfaction significantly and positively influenced employee performance. Furthermore, information technology indirectly exerted a positive and significant effect on employee performance through job satisfaction as a mediating variable.
The influence of food vlogger attributes on content sharing intention and attitudes toward products with emotional bond moderation Wibowo, Juventus Bangkit; Setiawati, Eka
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1652

Abstract

In recent years, the profession of food vlogging has gained increasing popularity and has become an influential source of information for audiences seeking recommendations on culinary products. Food vloggers play an important role in introducing various types of food and beverages, as well as providing insights into local culinary specialties through digital platforms. Their content not only serves as entertainment but also functions as a reference for consumers in forming perceptions and evaluations of food products. This study aims to examine the influence of food vlogger attributes—namely, attractiveness, trustworthiness, and expertise—on content-sharing intention and attitude toward products, with emotional bonding positioned as a moderating variable. Furthermore, this research investigates the impact of content-sharing intention and product attitude on purchase intention. Data were collected from 320 respondents in Yogyakarta using an online questionnaire distributed via Google Forms with a purposive sampling technique. The collected data were analyzed using the SPSS software. The results indicate that food vlogger attributes have a significant positive effect on content-sharing intention and attitude toward products. Emotional bonding strengthens the relationship between food vlogger attributes and attitudes toward products. Additionally, content-sharing intention positively influences attitudes toward products, which in turn significantly affects purchase intention. These findings suggest that food vloggers with strong personal attributes and emotional connections with their audience can effectively shape consumer attitudes and encourage purchasing decisions.
Strategic decision through integrated marketing communication and strategy analysis for Siakad Mataer digital platform Fallah, Dini; Hermawan, Pri
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1680

Abstract

This study examines how PT Mataer Digital Nusantara (MDN) can strengthen its marketing strategy and integrated marketing communication to overcome inconsistent client acquisition for its SIAKAD 4.0 platform in Indonesia’s higher education sector. A mixed-method case study approach is employed, combining primary internal data from interviews and Likert-scale surveys involving employees in marketing, sales, product, and client management, with secondary data from PDDIKTI, government regulations, market reports, and competitor documents. Internal conditions are analyzed using segmentation–targeting–positioning (STP) and the 7Ps marketing mix, while external factors are evaluated through PESTLE and competitor analysis. The results are synthesized into a SWOT framework and further developed into strategic alternatives using the TOWS matrix. To ensure objective prioritization, a Weighted Scoring Model is applied as a multi-criteria decision-making tool. The findings reveal that MDN’s strengths include competitive pricing, platform credibility, and strong cross-functional execution, while weaknesses lie in limited segmentation adaptability and inconsistent strategic evaluation. The recommended strategy focuses on expanding market penetration among small- and medium-sized institutions through flexible pricing aligned with national digitalization trends, supported by trust-building communication. The study concludes with an actionable roadmap covering pricing strategies, segmentation redesign, product enhancement, onboarding processes, digital marketing, and performance evaluation systems.
Reconfiguring digital education policy through youth leadership to support the achievement of the Sustainable Development Goals Asy-Syafi'i, Muhammad Irsad Maulana Khilman; Romadhon, Moh Fadhli; Natia, Natia; Sitorus, Indi Ramadhani; Afrillia, Zalfa
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1686

Abstract

Digital education inequality remains a major challenge in achieving the Sustainable Development Goals (SDGs), particularly SDG 4, 9, 10, and 17. Educational technology is viewed as a transformative instrument, yet gaps in access, digital literacy, and policy capacity indicate a weak orientation toward equity. This study aims to analyze the urgency of reconfiguring digital education policy by positioning youth leadership as a strategic actor. The study adopts a qualitative approach with a conceptual analysis based on a literature review. Data are drawn from policy documents and official publications of reputable international institutions, such as UNESCO, OECD, UNICEF, and the World Bank. Analysis is conducted through thematic analysis and critical policy analysis. The findings show that the digital divide is driven not only by infrastructure limitations, but also by low digital literacy, policy asynchrony, and minimal youth involvement. This study formulates youth leadership–based conceptual solutions, including strengthening the edutech ecosystem, equity-oriented adaptive learning, digital skills credentials, and expanding access in vulnerable regions. Reconfiguring digital education policy based on youth leadership is a strategic prerequisite for the sustainable contribution of digital education to the achievement of the SDGs.
Legal review of local government procurement of goods or services based on Presidential Instruction No. 1 Of 2025 (Study of the 2025 household budget of the Governor and Deputy Governor of Aceh) Maulana, Ahmad; Mustaqim, Riza Afrian; Eriyanti, Nahara
Priviet Social Sciences Journal Vol. 6 No. 4 (2026): April 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i4.1690

Abstract

Presidential Instruction No. 1 of 2025 represents a government initiative to enhance fiscal discipline and reduce the projected deficit of IDR 616.2 trillion (2.53% of GDP). The policy emphasizes budget efficiency through reductions in ministerial and agency spending by IDR 256.1 trillion and regional transfers by IDR 50.9 trillion, as outlined in Minister of Finance Letter No. S-37/MK.02/2025. This study examines the alignment between the 2025 Fiscal Year budget allocation for the household expenditures of the Governor and Deputy Governor of Aceh and the mandate of the Instruction. Using a normative juridical method with a regulatory approach, it analyzes relevant laws on regional financial management and government procurement. The findings reveal that the allocation by the General Affairs Bureau of the Aceh Provincial Secretariat has not fully reflected the principle of efficiency, as ceremonial and consumptive expenditures remain dominant and provide limited public benefit. From an administrative law perspective, this indicates inconsistency with principles of good governance, including efficiency, effectiveness, transparency, accountability, and public interest orientation. Such misalignment may lead to risks of administrative liability and abuse of authority. Strengthening oversight and reorienting budgeting toward public service outcomes are therefore essential.
Customer Relationship Management (CRM) implementation strategy to increase customer loyalty (case study at Bamboo Distro in Dlingo, Bantul Regency, DIY) Putry, Dhea Amanda; Chasanah , Uswatun
Priviet Social Sciences Journal Vol. 6 No. 4 (2026): April 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i4.1691

Abstract

This study aims to analyze the implementation strategy of Customer Relationship Management (CRM) in enhancing customer loyalty at Distro Bamboo, a bamboo craft SME in Dlingo, Bantul, Yogyakarta. Amid intensifying competition in the craft industry and customers' tendency to switch brands, managing customer relationships has become crucial. This research employs a descriptive qualitative approach with a case study method. Data were collected through in-depth interviews with six informants selected using purposive and snowball sampling techniques, consisting of the owner, two employees, and three customers, complemented by direct observation and documentation. Data analysis utilized the interactive model proposed by Miles, Huberman, and Saldana (2014). The findings reveal that CRM implementation at Distro Bamboo is conducted organically through a personal approach, manifested in four main strategies: (1) customer identification based on direct interaction and memory; (2) personal interaction through responsive two-way communication in-store and on social media; (3) empathetic and solution-oriented after-sales service; and (4) value creation through quality products and order flexibility. Consequently, these strategies successfully build trust, encourage repeat purchases, and generate customer advocacy (word of mouth). Customer loyalty is driven not by low prices but by the quality of relationships and products. The main obstacle is the lack of systematic technology and data recording, which simultaneously presents an opportunity for developing a simple CRM system in the future. This study concludes that personal and emotionally-based CRM proves effective and relevant for local craft SMEs.
Analysis of referral marketing implementation in increasing online sales Batlajery, Semuel; Longgy, Dodhy Hyronimus Ama; Adiatma, Tini; Alfons, Marlyn E.
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1699

Abstract

This study aims to examine the implementation of referral marketing in increasing online sales in a social-media-based online retail business. A qualitative approach was employed to gain an in-depth understanding of how referral marketing operates in practice and how it contributes to sales growth. Data were collected through observation, in-depth interviews, and documentation, involving five informants selected through purposive sampling. The data were analyzed using the interactive model of Miles and Huberman, which consists of data reduction, data display, and conclusion drawing/verification. The findings show that referral marketing was implemented through a structured mechanism involving referral links, discounts, reward points, and purchase credits. Its effectiveness was further supported by the use of digital platforms such as Instagram, WhatsApp, Facebook, and TikTok, which enabled recommendations to spread more quickly and personally. The study also found that recommendations from friends and family were perceived as more credible than conventional promotional messages, thereby strengthening trust, encouraging new customer acquisition, increasing repeat purchases, and supporting customer loyalty. In addition, referral marketing was perceived as relatively cost-efficient because incentives were only provided when successful transactions occurred. Therefore, referral marketing can be understood as an effective relational digital strategy for supporting online sales growth.

Page 53 of 54 | Total Record : 533

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