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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) IKRA-ITH EKONOMIKA Jurnal Pendidikan dan Kewirausahaan SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL BUDGETING : Journal of Business, Management and Accounting Jurnal Hukum Kaidah: Media Komunikasi dan Informasi Hukum dan Masyarakat BERKAT: Jurnal Pemberdayaan Masyarakat Jurnal Ilmiah MADIYA: Masyarakat Mandiri Berkarya Jurnal Penelitian Ekonomi Manajemen dan Bisnis Innovative: Journal Of Social Science Research Trending: Jurnal Manajemen dan Ekonomi Jurnal Riset Manajemen dan Ekonomi Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Journal of Global Islamic Economic Studies Journal of Management Specialists Komposit : Jurnal Pengabdian Dan Pemberdayaan Masyarakat INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Harahap, Irwan Musriza
Politeknik Negeri Medan
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Brand Image dan Viral Marketing terhadap Keputusan Pembelian Produk Mixue : Studi Kasus pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan Tasya Febrianti; Ika Mary Pasaribu; Efni Siregar; Irwan Musriza Harahap; Annalisa Sonaria Hasibuan
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 3 No. 4 (2025): Oktober : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v3i4.2223

Abstract

This study aims to analyze the effect of brand image and viral marketing on purchasing decisions of Mixue products among students of the Business Administration Department at Politeknik Negeri Medan. Mixue is one of the contemporary beverage brands that has experienced rapid growth among university students. This popularity is inseparable from the strong brand image it has built and the viral marketing strategy carried out through social media platforms such as TikTok and Instagram, which successfully attract the attention of the younger generation. The research employed a quantitative approach by collecting numerical data supported with explanatory analysis. Data were obtained through questionnaires distributed to 93 respondents selected using purposive sampling, with specific criteria, namely students who had purchased Mixue products. The data were analyzed using a series of statistical tests, including validity test, reliability test, multiple linear regression, classical assumption test, t-test, F-test, and coefficient of determination (R²), with the assistance of SPSS version 27. The results indicate that, partially, brand image has a positive and significant effect on purchasing decisions of Mixue products among Business Administration students at Politeknik Negeri Medan. Viral marketing also shows a positive and significant partial effect on purchasing decisions. Simultaneously, both brand image and viral marketing have a positive and significant influence on purchasing decisions. These findings highlight the importance of brand perception and digital marketing strategies in shaping consumer behavior, particularly among young generations who are actively engaged with social media platforms.
Pengaruh Diskon dan Gratis Ongkos Kirim terhadap Keputusan Pembelian Pengguna Shopeefood pada Mahasiswa Politeknik Negeri Medan Mhd. Wahyu Lubis; Jumjuma Jumjuma; Irwan Musriza Harahap; Harris P. Nasution; Annalisa Sonaria Hasibuan
JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME) Vol. 4 No. 4 (2026): Oktober: Jurnal Riset Manajemen dan Ekonomi
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrime.v4i4.5017

Abstract

This study aims to determine the extent to which discounts and free shipping influence the purchasing decisions of Politeknik Negeri Medan students who use ShopeeFood, both individually and simultaneously. A total of 99 active students who had previously made transactions through ShopeeFood participated in this quantitative study. Respondents were selected using purposive sampling, while the sample size was determined using the Slovin formula. SPSS version 23 was used to analyze the data, including instrument validity and reliability tests, classical assumption tests, multiple linear regression analysis, as well as hypothesis testing through t-test, F-test, and coefficient of determination. The results showed that the discount variable had a positive and significant effect on purchasing decisions, as indicated by a tcount of 2.434, which was greater than the ttable value of 1.985, with a significance value of 0.017. Similarly, free shipping had a positive and significant effect, with a t-count of 9.234, which exceeded the ttable value of 1.985, with a significance value of 0.000. Simultaneously, discounts and free shipping had a significant effect on purchasing decisions, as indicated by an Fcount of 124.025, which was greater than the Ftable value of 3.09, with a significance value of 0.000. The coefficient of determination (R Square) of 0.721 indicates that 72.1% of the variation in purchasing decisions can be explained by discounts and free shipping, while the remaining 27.9% is explained by other factors outside the scope of this study. The regression coefficients indicate that free shipping has a stronger influence on purchasing decisions than discounts.
STRATEGIC MANAGEMENT OF GREEN COMPETENCY TRANSFORMATION IN VOCATIONAL EDUCATION IN MEDAN CITY: PROJECT-BASED CIRCULAR LEARNING (PBCL) APPROACH Dewi Comala Sari; Irwan Musriza Harahap; Muhammad Dalim; Maya Syahlina; Juni Anggraini
SOSIOEDUKASI Vol 15 No 3 (2026): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v15i3.9774

Abstract

This research aims to analyze the readiness of vocational education institutions in adopting green competencies, develop a Project-Based Circular Learning (PBCL) model, and formulate a transformation management strategy to integrate PBCL into the curriculum and culture of the institution. The research uses  a Research and Development (R&D) approach with a qualitative multiple case study design at vocational education institutions in Medan City. The research is carried out through five stages, namely needs analysis, model design, development and validation, limited implementation, and evaluation. Data is collected through interviews, observations, Focus Group Discussions (FGD), and document studies, then analyzed thematically by triangulating sources. The results of the study show that the readiness of institutions in developing green competencies still faces obstacles in terms of leadership, curriculum, lecturer competencies, industrial partnerships, infrastructure, and sustainability culture. The PBCL model developed integrates project-based learning with circular economy principles through multidisciplinary projects that are oriented to real problems. Limited implementation shows that PBCL increases student involvement and develops technical and non-technical competencies related to sustainability. The research also produces a gradual transformation strategy through continuous planning, implementation, and evaluation to support the development of green competency-oriented vocational education.
Co-Authors Agus Mariani Saragih Ahmad Kholil Aulia Benazira Berutu, Edi Putra Dalim, Muhammad Deewar Mahesa Deni Apriadi Dewi Comala Sari Dewi Comala Sari Djami Rane, Melvin Krisdiana Dwi Koerniawati Edi Putera Berutu Edi Putra Berutu Edi Putra Berutu Efni Siregar Enda Yunita Surbakti Fadia Putri Harris P. Nasution Harris Pinagaran Nst Hasibuan, Annalisa Sonaria Hety Devita Hutasoit, Katrin Anastasya Ika Agustina Ika Mary Pasaribu Jamardua Haro - Jumjuma Jumjuma Juni Anggraini Kamaruddin, Muhammad Junaid Katrin Anastasya Hutasoit Kevin Lubis Loso Judijanto Maya Syahlina Mhd. Wahyu Lubis Nasruddin Nasrudin Nasrudin Nasrudin Natasha Jessica Nurlinda Raden Mohamad Herdian Bhakti Ramdhani, Mardhiya Rangkuti, Agus Edi Rangkuti, Agus Edy Ratna Dewi Renika Hasibuan Rikki Ricardo Limbong Rommel Sinaga RR. Ella Evrita Hestiandari Siahaan, Djames Simanungkalit, Erwinsyah Sindi Syahila Supaino Suri Purnami - Suriyadi Suriyadi, Suriyadi Tarikh al-Hafizh Tasya Febrianti Utami, Eva Yuniarti Wiana, Desri Zavhira Atifa Lubis Zuhirsyan, Muhammad