The Faculty of Science and Technology (FST) at UIN Syarif Hidayatullah Jakarta, through the Master of Agribusiness Study Program, successfully held a Studium Generale titled “Digital Marketing Strategy in the TikTok Era: Enhancing the Competitiveness of Agribusiness Products” on Friday, October 24, 2025, at the FST Theater Room, 2nd Floor.
The session featured Fariz Prasetya Kharismawan, Engagement and Partnership of Tokopedia & TikTok e-Commerce Indonesia, as the main speaker, moderated by Dr. Puspi Eko Wiranthi, S.E., M.Si., M.Sc., Ph.D., and officially opened by Prof. Husni Teja Sukmana, S.T., M.Sc., Ph.D., Dean of FST UIN Jakarta.

Attended by over 200 participants, including undergraduate and postgraduate Agribusiness students and lecturers, the event explored how TikTok has become one of the most powerful platforms in digital marketing, with over 364 million global users. Fariz highlighted the shift from shoppertainment to discovery commerce, emphasizing content-driven engagement as the key to success in today’s marketplace.

Participants learned the infinity loop marketing model — from product discovery to customer loyalty — and actively engaged during the Q&A session.

As a follow-up, Dr. drh. Zulmaneri, M.M., Head of the Master of Agribusiness Program, announced the upcoming TikTok Class Series throughout November 2025 for students taking Agribusiness Marketing courses. This initiative aims to strengthen students’ digital marketing literacy while fostering innovation and competitiveness in Indonesia’s agribusiness sector.