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All Journal Visi Sosial Humaniora
Nov Elhan Gea
Fakultas Ekonomi Universitas Universitas Nias
Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk VCO di Koperasi Konsumen Osseda Faolala Perempuan Nias Fatisa Bawamenewi; Nov Elhan Gea; Aferiaman Telaumbanua; Yuterlin Zalukhu
Visi Sosial Humaniora Vol. 6 No. 2 (2025): Visi Sosial Humaniora Edisi : Desember 2025
Publisher : LPPM Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/vsh.v6i2.2988

Abstract

In the Osseda Faolala Nias Women's Consumer Cooperative, researchers found that the existence of Virgin Coconut Oil (VCO) products produced has not been able to compete optimally in the local market. The promotional strategy implemented by Osseda Faolala Nias Cooperative is still not maximized and has not been able to reach the market widely and effectively.The purpose of this study was to determine the effect of promotion on Purchasing Decisions of VCO Products, data collection techniques by means of observation, and distributing questionnaires (questionnaires) to employee and customer respondents as many as 75 people. While testing the data analysis using validity test, reliability test, correlation coefficient analysis, coefficient of determination, and hypothesis testing. In this study using quantitative research with data calculations using SPSS to obtain accurate values. The results of this study, the t test of variable X promotion is 5.124 with a significance level of 5%, the t table is 0.67787. It is known that the Sig value = 0.000 <0.05. Then according to the interpretation: If the Sig value <0.05 or t count> t table then there is an influence between variable X on variable Y, on the contrary, if the Sig value> 0.05 or t count < t table then there is no influence between variable X on variable Y. So it can be concluded that the influence of promotion is positive and significant on Purchasing Decisions. In the results of the calculation of the coefficient of determination (R-Square) of the promotion on performance, it can be concluded that the amount of influence of the Promotion on Purchasing Decisions is 92,7%. For 7,3% influenced by other factors not discussed in this study
Pengaruh Social Media Marketing Facebook Terhadap Minat Beli Konsumen Quinsha Bakery Gunungsitoli Harry Chrisman Halawa; Nov Elhan Gea; Yupiter Mendrofa; Tiarni Duha
Visi Sosial Humaniora Vol. 6 No. 2 (2025): Visi Sosial Humaniora Edisi : Desember 2025
Publisher : LPPM Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/vsh.v6i2.2989

Abstract

The development of information technology has encouraged businesses to optimize digital marketing strategies, particularly through social media platforms such as Facebook. However, Quinsha Bakery Gunungsitoli’s current use of Facebook for marketing is limited to basic features and lacks the utilization of advanced tools such as Facebook Ads and Marketplace. This study aims to determine and measure the influence of Facebook-based social media marketing on consumer purchase intention at Quinsha Bakery. The research employed a quantitative approach with a survey method using questionnaires. The sample consisted of 98 respondents who were active followers of the "Quinsha Baker" Facebook account and had seen promotional content and made purchases. Data analysis techniques included validity tests, reliability tests, normality and heteroskedasticity tests, simple linear regression, t-test (partial), and the coefficient of determination (R²). The results revealed that social media marketing has a positive and significant effect on consumer purchase intention. The t-test showed a t-value of 16.528, which is greater than the t-table value of 1.98498, with a significance value of 0.000 < 0.05, confirming that Ha is accepted. The coefficient of determination (R²) was 0.740, indicating that 74% of the variation in purchase intention is influenced by social media marketing, while the remaining 26% is influenced by other factors. In conclusion, Facebook-based social media marketing significantly enhances consumer purchase intention at Quinsha Bakery. Therefore, it is recommended that the business optimize Facebook’s advanced marketing features to expand audience reach and promotional effectiveness.
Pengaruh Promosi Dan Kualitas Layanan Terhadap Kepuasan Pelanggan Pada PT. Narindo Solusi Komunikasi Di Kota Gunungsitoli Chrysostomus Hia; Nov Elhan Gea; Nani Artatina Buulolo; Tiarni Duha
Visi Sosial Humaniora Vol. 6 No. 2 (2025): Visi Sosial Humaniora Edisi : Desember 2025
Publisher : LPPM Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/vsh.v6i2.3067

Abstract

This study aims to determine the effect of promotion and service quality on customer satisfaction at PT. Narindo Solusi Komunikasi in Gunungsitoli City. The research method used in this study is Quantitative Research Method. The t-test results for the Promotion variable show a calculated t-value of 6.949 > t-table of 1.7032, with a significance level of 0.000. Because the significance value is less than 0.05, it can be concluded that the promotion variable has a significant effect on customer satisfaction. The Service Quality variable shows a calculated t-value of -0.182 < t-table of 1.7032, with a significance level of 0.857. This value is well above the 0.05 threshold, so it can be concluded that service quality does not have a significant effect on customer satisfaction. Based on the results of the regression analysis, the R Square (R²) value was 0.642. This value indicates that 64.2% of the variation in the Customer Satisfaction variable can be explained by two independent variables: Promotion and Service Quality.
Co-Authors Aferiaman Telaumbanua Chrysostomus Hia Fatisa Bawamenewi Harry Chrisman Halawa Nani Artatina Buulolo Tiarni Duha Tiarni Duha Yupiter Mendrofa Yuterlin Zalukhu