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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business IKRA-ITH EKONOMIKA
Indah Sapitri Manurung
Universitas Negeri Medan
Economics, Econometrics & Finance

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Pengaruh Promosi Digital terhadap Keputusan Pembelian Produk Kopi Kenangan pada Prodi Manajemen Stambuk 2023 Universitas Negeri Medan Nazwa Aulia Putri; Indah Sapitri Manurung; Muhammad Ilham Fiqri; Lija Tanjung Manalu; Enzi Anatasya Br Sembiring; Nurul Wardani
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1356

Abstract

This study analyzes the influence of digital promotion on the purchasing decisions of 2023 cohort students of the Management Study Program at Universitas Negeri Medan in buying Kopi Kenangan products. The research addresses the increasing reliance on digital marketing among young consumers and the need to understand how online promotional strategies shape their purchasing behavior. A quantitative method with an associative approach was used, involving 100 respondents selected from a population of 935 students through the Slovin formula. Data were collected using a structured Likert-scale questionnaire and analyzed through simple linear regression after the normality and linearity assumptions were met. The results indicate that digital promotion has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.456 and a significance level of 0.000. This finding demonstrates that more engaging, clear, and interactive promotional content is strongly associated with a higher likelihood of students purchasing Kopi Kenangan products. Overall, the study highlights the essential role of digital promotion in influencing consumer decisions, particularly among students who are active users of online platforms. The findings suggest that businesses need to continuously enhance their digital promotional strategies to maintain relevance and strengthen consumer engagement.
OPTIMALISASI MODAL TRANSPORTASI DISTRIBUSI PRODUK CONSUMER GOODS MENGGUNAKAN METODE OPTIMASI TANGGUH (ROBUST OPTIMIZATION) (Studi Kasus: PT. Indofood / Distributor Tunggal Indofood Tanjung Morawa) Lokot Muda Harahap; Indah Sapitri Manurung; Naila Zuhra; Irfandi Syahputra; Muhammad Ilham Fiqri
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

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Abstract

Distribusi logistik merupakan aktivitas operasional vital yang memengaruhi nilai kompetitif dan efisiensi biaya perusahaan consumer goods. Penentuan rute dan penugasan armada yang hanya didasarkan pada pesanan konvensional (taking order) menyebabkan pemenuhan tingkat pelayanan outlet tidak stabil dan pembengkakan biaya operasional. Penelitian ini bertujuan menganalisis dan mengoptimalkan penugasan moda transportasi distribusi pada PT. Indofood (Distributor Produk Indofood) Cabang Tanjung Morawa menggunakan pendekatan Robust Optimization (Optimasi Tangguh) untuk meminimalkan total biaya transportasi di tengah ketidakpastian permintaan. Penelitian menggunakan pendekatan kuantitatif terapan dengan mengevaluasi performa sebaran 250 outlet aktif di wilayah operasional Salesman A sepanjang tahun 2018. Melalui permodelan skenario berbasis perangkat lunak AMPL dengan engine MINOS, penelitian ini menguji efisiensi moda reguler tipe PS100 dan L300. Hasil optimasi menunjukkan bahwa metode ini mampu meningkatkan rata-rata pemenuhan pelayanan outlet sebesar 13,04% dan mendistribusikan volume penjualan yang lebih tinggi. Secara finansial, biaya transportasi aktual berhasil ditekan dari Rp57.643.200 menjadi Rp50.190.600, menghasilkan efisiensi biaya bersih sebesar 12,93%. Penelitian ini memberikan kontribusi strategis bagi manajemen logistik dalam menyusun perencanaan transportasi tangguh yang adaptif terhadap fluktuasi pasar.
Co-Authors Enzi Anatasya Br Sembiring Irfandi Syahputra LIJA TANJUNG MANALU Lokot Muda Harahap Muhammad Ilham Fiqri Naila Zuhra Nazwa Aulia Putri Nurul Wardani Lubis