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Pengaruh Brand Awareness dan Event Marketing terhadap Keputusan Menabung Pada Bank Syariah Indonesia di KCP Medan A.H Nasution Fathiya Syahidah Nasution; Atika; Fauzi Arif Lubis
Jurnal Ekonomi Bisnis dan Manajemen Vol. 4 No. 1 (2026): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Juni 2026
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v4i1.3065

Abstract

This study aims to analyze the influence of brand awareness and event marketing on savings decisions at Bank Syariah Indonesia, specifically at the BSI KCP Medan A.H. Nasution branch. The background of this study is based on the phenomenon of an increasing number of customers despite a previous service system disruption that had the potential to undermine public trust. The research method used is a quantitative approach with data collection techniques via a questionnaire distributed to BSI customers. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression. The results indicate that brand awareness and event marketing have a significant influence, both partially and simultaneously, on savings decisions. This indicates that the stronger the brand awareness and the more effective the event-based marketing activities, the higher the tendency for the public to choose to save at Bank Syariah Indonesia. This study is expected to contribute to the development of Islamic banking marketing strategies and serve as a reference for future research.
KOLABORASI INTERDISIPLINER DALAM PEMBERDAYAAN MASYARAKAT: IMPLEMENTASI PROGRAM KKN BERBASIS PENDIDIKAN, KESEHATAN, EKONOMI, KEAGAMAAN, SAINS DAN TEKNOLOGI DI DESA KUTAMBELIN Hilda Zahra Lubis; Adri Wahyu Maulana; Rifdah Syahputri; Fathiya Syahidah Nasution
Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Vol. 5 No. 2 (2025): Desember 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jpstm.v5i2.5082

Abstract

Abstract: Community Service Program (KKN) is a form of student dedication to society aimed at addressing complex and multidimensional village problems. This study aims to describe the implementation of an interdisciplinary collaboration-based KKN program in community empowerment at Kutambelin Village. The method used is descriptive with a participatory approach through various cross-sector programs covering education, health, economy, religion, and environment. The results show positive impacts, including increased children’s reading interest through reading corners and storytelling, improved family nutrition awareness from stunting education, elderly independence in conducting health exercises, and improved MSMEs’ capacity through branding and digital promotion strategies. In addition, activities such as joint recitation, drug abuse prevention campaigns, anti-bullying education, and biopore construction strengthen Islamic brotherhood, environmental awareness, and social solidarity. The conclusion is that interdisciplinary collaboration in KKN proves to be more effective than a single-sector approach as it produces comprehensive and sustainable impacts, making it a strategic model for future village empowerment.            Keywords: economy; education; health; interdisciplinary collaboration; kkn  Abstrak: Kuliah Kerja Nyata (KKN) merupakan wujud pengabdian mahasiswa kepada masyarakat untuk menjawab permasalahan desa yang kompleks dan multidimensi. Penelitian ini bertujuan mendeskripsikan implementasi program KKN berbasis kolaborasi interdisipliner dalam pemberdayaan masyarakat di Desa Kutambelin. Metode yang digunakan adalah deskriptif dengan pendekatan partisipatif melalui serangkaian program lintas bidang, meliputi pendidikan, kesehatan, ekonomi, keagamaan, dan lingkungan. Hasil kegiatan menunjukkan dampak positif, di antaranya peningkatan minat baca anak melalui pojok baca dan storytelling, peningkatan kepedulian gizi keluarga dari edukasi stunting, kemandirian lansia dalam melaksanakan senam sehat, serta peningkatan kapasitas UMKM melalui branding dan strategi promosi digital. Selain itu, kegiatan ngaji bersama, sosialisasi NAPZA, edukasi anti-bullying, serta pembuatan biopori memperkuat ukhuwah Islamiah, kepedulian lingkungan, dan solidaritas sosial. Simpulan penelitian ini adalah kolaborasi interdisipliner dalam KKN terbukti lebih efektif dibandingkan pendekatan sektoral tunggal karena menghasilkan dampak yang komprehensif dan berkelanjutan, sehingga dapat menjadi model strategis bagi pemberdayaan desa ke depan. Kata kunci: ekonomi; pendidikan; kesehatan; kolaborasi interdisipliner; KKN