Priviet Social Sciences Journal

Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island

Poppy Wulandari, Mawaddah, Ade Rasinta Herli Kristiani Purba — Mon, 23 Jun 2025 00:00:00 +0700

This research investigates the potential of TikTok as a digital marketing platform for fostering entrepreneurship on Sumatra Island, Indonesia. The study addresses the gap in the current literature regarding the suboptimal use of digital marketing tools in the region, particularly TikTok, which remains under-utilized despite its potential to enhance entrepreneurial growth. Using a qualitative research approach, data was collected through in-depth interviews with six informants, three TikTok sellers and three affiliates from Aceh, North Sumatra, and West Sumatra. Findings indicate that TikTok serves as an effective and cost-efficient platform for entrepreneurs, offering a dual function as both an entertainment and shopping medium. However, the study reveals challenges, such as limited digital financial literacy and an underdeveloped application of marketing strategies on the island. The research contributes to understanding the dynamics of digital marketing adoption in Sumatra, highlighting the necessity of enhancing digital financial literacy and maximizing the use of the platform, for example, TikTok to boost entrepreneurial independence. The implications of this study suggest the importance of integrating digital tools in regional economic policies to foster inclusive growth. The study also acknowledges limitations such as the small sample size and the focused geographical scope which recommend future research with broader, more diverse samples and a mixed-methods approach to explore long-term business sustainability and the comparative effectiveness of various digital platforms.

Intergenerational technology adoption barriers in Indonesian family-owned MSME: A multi-level structural equation modeling analysis

Enina Putri, Sabar Aritonang Rajaguguk — Mon, 23 Jun 2025 00:00:00 +0700

The digital transformation of Micro, Small, and Medium Enterprises (MSME) in Indonesia faces unique challenges in family owned businesses, where intergenerational dynamics significantly influence technology adoption decisions. This study examines how generational differences create barriers to technology adoption in Indonesian family owned MSME using a multilevel structural equation modeling approach. Using a multi-generational dyadic design with 350 family owned MSME representatives from two or more generations (N=700), we investigated the relationships between generational gaps, family harmony, and digital adoption intentions. Data were collected through structured interviews across traditional industries including textiles, food processing, and handicrafts. The results revealed that family harmony significantly mediates the relationship between generational gaps and technology adoption intentions (β=0.42, p<0.001), while communication quality moderates this relationship (β=0.28, p<0.01). Younger generations’ technology advocacy proves more effective when combined with respect for older decision-making authority, suggesting that successful digital transformation requires culturally sensitive approaches that honor traditional family hierarchies while embracing technological innovation. This study contributes a theoretically grounded framework for understanding technology adoption in family businesses within collectivist cultures, offering practical implications for policymakers and business consultants in designing digital transformation programs for MSME.

Altruistic leadership and trust in leaders at the public housing and residential areas service of Madiun City

Veronika Agustini Srimulyani, Malfilia Nathalie — Mon, 23 Jun 2025 00:00:00 +0700

Trust is essential to improve leadership and organizational effectiveness. Since successful leadership is essential to an organization’s success, the most crucial element influencing subordinates’ trust in a leader is the leader’s personal qualities. A connection between a leader and their subordinate that is founded on equality, dedication, collaboration, mutual respect, and dependability is known as trust in leaders. This study aims to experimentally explore the connection between altruistic leadership and trust in leaders. The respondents of the study were 34 State Civil Apparatus assigned to the Public Housing and Residential Areas Service of Madiun City. Data collection used a questionnaire that was administered directly to the respondents. Data analysis used the help of Smart PLS software version 3. The findings of the analysis indicate a strong positive impact of altruistic leadership on trust in leaders. Based on the study’s findings, leaders and followers can establish a mutually advantageous relationship in which leaders’ selfless actions foster trust in followers.

Strategic and sustainable human resource management: Twin weapon for achieving competitive advantage in organization

William Ben Gunawan, Lukas Mikhail — Mon, 23 Jun 2025 00:00:00 +0700

This perspective explores the integration of strategic human resource management (strategic HRM) and sustainable human resource management (sustainable HRM) as a dual strategy for organizational competitive advantage. Strategic HRM focuses on aligning HR policies with business goals to maximize employee engagement, innovation, and productivity, thereby enhancing organizational performance. Key strategic HRM practices include performance management, talent development, and fostering a cohesive company culture that values inclusivity and adaptability. However, strategic HRM’s strategic focus often prioritizes immediate organizational needs over long-term societal concerns. In contrast, sustainable HRM emphasizes a broader, long-term perspective, addressing economic, social, and environmental impacts. This approach integrates multi-stakeholder engagement, ethical practices, and a commitment to societal well-being, thus ensuring the organization’s resilience and sustainability. The research highlights the evolving nature of HRM, noting that the contemporary business landscape requires organizations to balance financial success with social responsibility and environmental stewardship. The findings underscore the complementary nature of strategic HRM and sustainable HRM. While strategic HRM drives performance and competitive advantage, sustainable HRM ensures ethical governance and societal impact. Implementing both approaches enhances organizational adaptability, employee satisfaction, and long-term success. This paper concludes with strategic recommendations for HR leaders, emphasizing the need for strategic alignment, stakeholder engagement, and flexible HR practices that promote both organizational excellence and sustainability.

Applying Kotler’s 5A model to TikTok live: A systematic literature review

Ryndian Gusty, Al-Adly Darniyus — Tue, 24 Jun 2025 00:00:00 +0700

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.

The boomerang effect of the cassava floor price policy: An analysis of the impact of the governor of Lampung’s directive on the tapioca industry and farmers’ welfare

Ulfa Umayasari, Goestyari Kurnia Amantha — Mon, 30 Jun 2025 00:00:00 +0700

This study analyzes the impact of Governor of Lampung's Instruction No. 2 of 2025, which sets a floor purchasing price for cassava at IDR 1,350 per kilogram, with a maximum deduction (rafaksi) of 30% and without consideration of starch content. Although the policy aimed to protect farmers from plummeting prices, it triggered a complex chain reaction. Employing a case study approach and analyzing secondary data from news sources and relevant literature, this study finds that the policy directly led to the temporary shutdown of most tapioca factories in Lampung. While farmers initially welcomed the price benchmark, factory closures resulted in difficulties in absorbing harvested cassava and posed the risk of significant losses for farmers. The analysis revealed that the policy's disregard for quality factors, particularly starch content, and failure to consider the economic viability of the processing industry were key drivers of resistance from factory owners. Subsequent interventions by regional and national governments, including the proposal of a Limited Import Ban (Lartas) on tapioca and the involvement of the Food Task Force, along with negotiations involving business associations, eventually pressured many factories to resume operations and comply with new pricing. Nonetheless, this episode highlights the vulnerability of farmers, the complexity of price interventions in agricultural commodity markets, and the urgent need for a holistic policy approach. This study recommends a reformulation of floor price policies that incorporate quality-based incentives, promote equitable partnership models, strengthen farmers’ capacity, ensure better coordination between regional and central governments, and include well-calibrated import regulations.

Love is blurb: Reality TVs as local tourism marketing intermediaries

Putri Surya Cempaka — Mon, 30 Jun 2025 00:00:00 +0700

Reality TV programs attract viewers from various backgrounds and age groups. Several previous studies have stated that reality TV shows can change viewers’ lifestyles. In addition, reality TV shows can provide a platform for the existence and branding of public figures. Reality TV programs can be subjectively evaluated and can have both positive and negative effects. However, to objectively assess the existence of reality TV programs, it is necessary to examine whether reality TV shows can be beneficial for the audience or the economic condition of a country. The proliferation of reality TV programs on Netflix's Video on Demand services, such as Love is Blind, The Ultimatum, and Single’s Inferno, indicates that success is generated from the production of these programs. One hypothesis is that the format of reality TV programs emphasizes certain tourist destinations. Thus, reality TV programs can be utilized as mediums or intermediaries for promoting and marketing tourism in specific regions or countries.