Articles
<![CDATA[Penerapan Bauran Promosi Teh Pucuk Harum Terhadap Keputusan Pembelian Pada Mahasiswa Manajemen Di Kota Semarang ]]>
<![CDATA[Puspita Sari, Rizki]]>;
<![CDATA[Fitroh Sukono Putra, Febrianur Ibnu]]>;
<![CDATA[Wismantoro, Yohan]]>;
<![CDATA[Panjaitan, Roymon]]>
<![CDATA[ Innovative: Journal Of Social Science Research Vol. 4 No. 1 (2024): Innovative: Journal Of Social Science Research ]]>
Publisher : <![CDATA[Universitas Pahlawan Tuanku Tambusai ]]>
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DOI: 10.31004/innovative.v4i1.7617
<![CDATA[Penelitian memiliki tujuan guna menganalisis dampak program promosi teh pucuk harum pada keputusan pembelian konsumen mahasiswa manajemen kampus swasta di kota Semarang. Jenis penelitian ini ialah kuantitatif eksploratif. Jumlah sampel penelitian ini ialah 100 responden mahasiswa manajemen kampus swasta di kota Semarang. Teknik pengumpulan data yang digunakan ialah kuisioner yang dibagikan kepada responden untuk dijawab. Objek penelitian ini ialah variabel promotional mix sebagai variabel bebas dan keputusan pembelian sebagai variabel terikat. Teknik pengambilan sampel ini diperoleh dengan metode non probability sampling (purposive sampling) dengan memperhatikan kriteria- kriteria tertentu, analisis data menggunakan analisis regresi linier berganda. Hasil riset ini menunjukkan bahwa bauran promosi berpengaruh secara positif dan signifikan dalam mempengaruhi keputusan pembelian teh pucuk harum mahasiswa manajemen di semarang. Kontribusi & Nilai Tambah penelitian ini adalah program strategi bersaing ini memberi perusahaan lebih signifikan peluang untuk mencapai promosi pemasaran yang optimal termasuk memperluas pangsa pasar konsumen teh pucuk harum.]]>
<![CDATA[Pengaruh Store Atmosphere, Persepsi Harga dan Promosi Instagram Terhadap Keputusan Pembelian Dimediasi oleh Minat Beli Konsumen Coffee Shop Anantari (Studi Kasus Pada Konsumen di Coffe Anantari) ]]>
<![CDATA[Kurnia Agari, Bella Fitri]]>;
<![CDATA[Wiet Aryanto, Vincent Didiek]]>;
<![CDATA[Sukono Putra, Febrianur Ibnu Fitroh]]>;
<![CDATA[Panjaitan, Roymon]]>
<![CDATA[ Innovative: Journal Of Social Science Research Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research ]]>
Publisher : <![CDATA[Universitas Pahlawan Tuanku Tambusai ]]>
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DOI: 10.31004/innovative.v4i2.10376
<![CDATA[Penelitian ini bertujuan untuk mengetahui apakah sore atmosphere, persepsi harga dan juga promosi instagram memiliki perngaruh terhadao keputusan pembelian melalui minat beli konsumen di coffee shop anantari. Populasi penelitian ini mencakup seluruh konsumen anantari. Teknik pengambilan sampel yang digunakan Purposive Sampling, di mana 109 responden diambil sebagai sampel penelitian dengan kriteria seseorang pernah mengunjungi produk anantari minimal sekali. Teknik analisis data menggunakan metode Partial Least Square (PLS) pada aplikasi SmartPLS 3.0. Penelitian ini mendapatkan hasil bahwa persepsi harga berpengaruh signifikan terhadap minat beli. Hasil yang berbeda terdapat pada store atmosphere dan promosi instagram yang tidak berpengaruh signifikan terhadap minat beli. Kemudian store atmosphere, persepsi harga, promosi instagram serta minat beli memiliki pengaruh positif dan signifikan pada keputusan pembelian konsumen. Pada uji terakhir yaitu analisis jalur membuktikan bahwa variabel minat beli memediasi hubungan antara persepsi harga dengan keputusan pembeleian tetapi variabel minat beli tidak memediasi hubungan antara store atmosphere dan promosi instgram terhadap keputusan pembelian.]]>
<![CDATA[Mengukur Niat Beli: Peran Lifestyle Hedonis, Brand Awareness dan Persepsi Harga pada Pembelian Sepatu Nike ]]>
<![CDATA[Krisnando, Febrian]]>;
<![CDATA[Puspitasari, Diana]]>;
<![CDATA[H, Guruh Taufan]]>;
<![CDATA[Panjaitan, Roymon]]>
<![CDATA[ Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue) ]]>
Publisher : <![CDATA[Universitas Pahlawan Tuanku Tambusai ]]>
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DOI: 10.31004/innovative.v4i3.12562
<![CDATA[Penelitian memiliki tujuan guna mengetahui apakah Lifestyle Hedonis, Brand Awareness, dan Price Perception berpengaruh terhadap Intention Purchase sepatu Nike (Studi Kasus Di Kota Semarang). Dalam penelitian ini memakai teknik probability sampling. Metode sampling yang dipergunakan ialah purposive sampling. Berjumlah 85-100 responden sampel yang diambil pada riset ini dengan menyebarkan kuesioner melalui Google form. Program analisis yang digunakan ialah IBM SPSS Statistic 26 dengan menggunakan analisis deskriptif, uji instrument, analisis linier berganda, uji hipotesis, serta koefesien determinasi. Hasil penelitian menyiratkan bahwasannya berpengaruh positif signifikan antara Lifestyle Hedonis, Brand Awareness, dan Price Perception berpengaruh terhadap Intention Purchase sepatu Nike.]]>
<![CDATA[The Role of Competitiveness Mechanism Protection of Marketing Performance: Resource-Advantage Theory Perspective ]]>
<![CDATA[Panjaitan, Roymon]]>
<![CDATA[ KINERJA Vol. 26 No. 1 (2022): KINERJA ]]>
Publisher : <![CDATA[Faculty of Business and Economics Universitas Atma Jaya Yogyakarta ]]>
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DOI: 10.24002/kinerja.v26i1.4945
<![CDATA[The study aims to determine the conceptual and empirical flow of inconsistencies in entrepreneurial, creative relationships on marketing performance centred on protecting competitiveness mechanisms. This conception is built to explore the critical role of protecting the competitiveness mechanisms of entrepreneurial creativity and product innovativeness. Optimization of post-pandemic marketing performance requires creativity and innovativeness and the importance of safeguarding competitiveness mechanisms. Seven hypotheses were developed and tested with the SEM-PLS technique in a sample frame of 230 MSMEs in Central Java, Indonesia. The study's findings contribute to the protection of competitiveness mechanisms conceptually, both empirically and practically. First, directly entrepreneurial creativity has a positive impact. On the contrary, there is a negative relationship of products innovatively in marketing performance. Second, the protection of competitiveness mechanisms can positively bridge innovative product relationships and entrepreneurial creativity in marketing performance. Third, the potential mediator of protection of competitiveness mechanisms can overcome the negative association of product innovativeness on marketing performance. The practical implications of criticizing MSMEs are not enough just creative and innovative, but still, require the protection of resource excellence. External factors protecting intellectual competitiveness mechanisms contribute to providing a competitive advantage. The theoretical implication is that the theory of competing resource advantages that a competitor's scarce resources have has the potential to gain a comparative advantage.]]>
<![CDATA[Leveraging Volunteerism and Digital Competencies to Overcome Innovation Barriers Among Nascent Entrepreneurs in Indonesia ]]>
<![CDATA[Fadia Zulfa Kanaya]]>;
<![CDATA[Qonita Maharani]]>;
<![CDATA[Roymon Panjaitan]]>;
<![CDATA[Nanda Adhi Purusa]]>;
<![CDATA[Mahmud Mahmud]]>
<![CDATA[ Green Economics: International Journal of Islamic and Economic Education Vol. 2 No. 4 (2025): Green Economics: International Journal of Islamic and Economic Education ]]>
Publisher : <![CDATA[International Forum of Researchers and Lecturers ]]>
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DOI: 10.70062/greeneconomics.v2i4.372
<![CDATA[This study explores how nascent entrepreneurs in Indonesia can improve their business innovation performance by utilizing volunteerism and digital competencies, particularly in the context of financial and technological limitations. These challenges significantly hinder their capacity for effective innovation, especially in resource-limited settings where access to tools and expertise is often scarce. A quantitative approach was employed, using data from 156 nascent entrepreneurs, which was analyzed through Structural Equation Modeling (SEM). The results indicate that the voluntary exchange of ideas and competences, framed through the Service-Dominant Logic (S-DL) perspective, plays a critical role in overcoming resource constraints and enhancing innovation outcomes. By facilitating collaboration and knowledge-sharing via volunteerism, nascent entrepreneurs can strengthen their digital and managerial capabilities, which are essential for driving innovation. The study highlights the importance of creating ecosystems that support stakeholder-driven volunteer initiatives, which help develop strategic digital competencies among emerging entrepreneurs, thereby fostering greater innovation capacity and ensuring long-term business sustainability.]]>
<![CDATA[The Role of Inspiring Value Process: Customer Participation and Marketing Performance ]]>
<![CDATA[Panjaitan, Roymon]]>;
<![CDATA[Putra, Febrianur Ibnu Fitroh Sukono]]>;
<![CDATA[Fatmawati, Elia Resha]]>;
<![CDATA[Sobirov, Bobur]]>
<![CDATA[ Integrated Journal of Business and Economics (IJBE) Vol 9, No 4 (2025): Integrated Journal of Business and Economics ]]>
Publisher : <![CDATA[Universitas Bangka Belitung ]]>
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DOI: 10.33019/ijbe.v9i4.1180
<![CDATA[This exploratory study aims to fill the research gap on unanswered findings in the Service-Dominant Logic (SDL) approach from the role of the inspiring value process. The novelty of this study's model framework is rooted in the SDL perspective that an inspiring value process will achieve shared value creation from the support of customer participation. In the end, this inspiration can shape values from product-centered to service-centered. Four hypotheses were developed and tested using PLS-SEM analysis techniques within a sample frame of 175 MSMEs in Central Java, Indonesia. The findings of this investigation produce four conceptual contributions. Firstly, customer participation has been proven not to impact improving marketing performance positively, but marketing performance can increase when bridged by an inspiring value process from customer participation. Thirdly, customer participation can provide leverage to inspire process value. Fourthly, the inspiring value process directly contributes positively to increasing marketing performance. Conceptual implications provide new propositions that can bridge inconsistencies in findings and empirical results, proving the role of the inspiring value process in contributing practically and theoretically to the SDL perspective]]>
<![CDATA[Hard Skill Sebagai Faktor Dominan Kesiapan Kerja Di Era Industri 4.0 ]]>
<![CDATA[Riyanto, Fery]]>;
<![CDATA[Astuti, Sih Dari]]>;
<![CDATA[Mahmud, Mahmud]]>;
<![CDATA[Panjaitan, Roymon]]>
<![CDATA[ Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 1 (2023): Jurnal NUSAMBA ]]>
Publisher : <![CDATA[UNIVERSITAS NUSANTARA PGRI KEDIRI ]]>
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DOI: 10.29407/nusamba.v8i1.18676
<![CDATA[Research aim : This study aims to test soft skills and hard skills and competencies to determine job readiness in the industrial era 4.0 in generation z students at public and private universities in the city of Semarang. Design/Methode/Approach : The sample technique used was proportional random sampling. Data collected using a survey method using a questionnaire. This study uses Structural Equation Modeling (SEM) data analysis techniques which are operated using the AMOS 24 program. Research Finding : Hard Skills have a direct effect on Work Readiness in the industrial era 4.0. 2) Soft Skills have a direct effect on Work Readiness in the industrial era 4.0. 3) Hard Skills have no effect on Work Readiness in the industrial era 4.0 through Competence as a mediating variable. 4) Soft Skills have an indirect effect on work readiness in the industrial era 4.0 through competence as a mediating variable. Theoretical contribution/Originality : Generation Z students can be well received in the world of work, and are able to succeed in the world of work, apart from the hard skills they have, of course from the soft skills they have. Practitionel/Policy implication : The practical implications of this research have the potential to prove that high curiosity in seeking knowledge, experience and enthusiasm is important to compete in preparing to work in the industrial era 4.0. Research limitation : This research was only conducted by students in the city of Semarang and research is still limited to a short time or data using cross-sectional data.]]>
<![CDATA[Investigating Business Drives : Intellectual Capital To Marketing Mix ]]>
<![CDATA[Panjaitan, Roymon]]>;
<![CDATA[Muhammad Iqbal Fassa]]>;
<![CDATA[Deddy Sulaimawan]]>;
<![CDATA[Dian Indriyani]]>
<![CDATA[ International Journal of Science, Technology & Management Vol. 2 No. 1 (2021): January 2021 ]]>
Publisher : <![CDATA[Publisher Cv. Inara ]]>
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DOI: 10.46729/ijstm.v2i1.107
<![CDATA[This paper examines the relation of intellectual capital relations in consumer behaviour with social media to the effectiveness of the marketing mix. Sampling as much as 98 responding with the type of sampling quota, data collection techniques with the questionnaire and interviews. The test coefficient of Path in PLS-SEM is used in this study to contribute data from the analysis of the path of consumer behaviour by using social media. Results found that variables of consumer behaviour and social media advertising have a significant effect on the marketing mix, whereas intellectual capital as a liaison variable is not significantly influenced by consumer behaviour and does not significantly affect the marketing mix. Total direct and indirect influence of consumer behaviour variables 54.4% and social media variables at 40.8% to the marketing mix]]>
<![CDATA[NASCENT ENTREPRENEUR: A SYSTEMATIC REVIEW AND FUTURE RESEARCH DIRECTION ]]>
<![CDATA[Roymon Panjaitan]]>
<![CDATA[ Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 2 No. 1 (2022): APRIL : Jurnal Manajemen, Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Lembaga Pengembangan Kinerja Dosen ]]>
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DOI: 10.55606/jumbiku.v2i1.94
<![CDATA[The growth of new entrepreneurs becomes a benchmark of entrepreneurial spirit to be independent. The performance of MSMEs still has a number of problems in entrepreneurs first explaining the growth intentions of new business teams with greater family ties. The method used in this study is to collect a number of article literature from reputable journal sources Q1 to Q2. Data collection is done by prisma method which is then data dioalh using Watase software and article clustering using Vos Viewer. Literature searches based on articles published from 2011 – 2021 based on titles, keywords and abstracts. The findings from data sources obtained that the improvement in business planning achieved from nascent entrepreneurs can be improved through institutional strength. The practical implication of these findings is that institutional forces will always be able to excel at measuring the sustainability of innovation performance especially in the context of nascent entrepreneurs. While theoretically strengthening that the institutional strength of the adoption of institutional theory and resource advantage theory of competition to improve the sustainability of MSME performance.]]>
<![CDATA[Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective ]]>
<![CDATA[Panjaitan, Roymon]]>;
<![CDATA[Indriani, Farida]]>
<![CDATA[ Media Ekonomi dan Manajemen Vol 37, No 1 (2022): January 2022 ]]>
Publisher : <![CDATA[Fakultas Ekonomika dan Bisnis UNTAG Semarang ]]>
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DOI: 10.24856/mem.v27i01.2546
<![CDATA[This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. The SEM-PLS technique analyzes data with a path mediated by brand gravity-resonance capability on brand love. The results showed that brand gravity-resonance capability successfully mediated the brand experience relationship in brand love and the direct connection of brand experience in the past, and brand gravity-resonance capability in brand love managed to increase the sense of brand love. The practical implications of the novelty of this variable provide improvements to MSME managers or businesses to resonate the value of digital aggressiveness, configure science, integrate customer systems, and be oriented towards the creation of new markets. Conceptual implications contribute as new conceptual models that can bridge negative experiences to result in a dynamic and competitive comparative advantage in the market.]]>
