Hafni Cholida Nasution
STIE International Business Management Indonesia, Medan, Indonesia.

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

The Effects of Digital Marketing, Social Media Engagement, and Customer Trust on Customer Loyalty in an E-Commerce Contex Hotmaria Pasaribu; Dwi Fany Fransiska Dewi Butar Butar; Hafni Cholida Nasution
Global Insights in Management and Economic Research Vol. 1 No. 04 (2025): November Issue Global Insights in Management and Economic Research
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v1i04.37

Abstract

Purpose of the study: In the highly competitive e-commerce landscape, customer loyalty has become a critical factor for long-term business success. This study examines the influence of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia (Tomoro Coffee). Materials and methods: The research aims to determine the individual and collective effects of digital marketing, social media engagement, and customer trust on e-commerce customer loyalty at PT. Kopi Bintang Indonesia. Results: The multiple linear regression analysis yielded the equation Y = 35.540 + 0.130X1 + 0.202X2 + 0.284X3 + e. Partial t-tests revealed that digital marketing (t = 3.310, p < 0.05), social media engagement (t = 5.270, p < 0.05), and customer trust (t = 6.748, p < 0.05) each had a positive and significant effect on customer loyalty. The simultaneous F-test (F = 50.223, p < 0.05) demonstrated that all three variables collectively exerted a significant influence on customer loyalty. The adjusted R² value of 0.606 indicated that 60.6% of the variance in customer loyalty could be explained by these three independent variables, with the remaining 39.4% attributable to factors outside the model. Conclusions: Digital marketing, social media engagement, and customer trust significantly influence e-commerce customer loyalty both individually and collectively. Companies should implement integrated strategies that enhance digital marketing quality, foster active social media interactions, and build customer trust through transparent communication and secure transactions to strengthen customer loyalty in the e-commerce environment.
Financial Ratio–Based Assessment of Corporate Financial Performance: Evidence from PT Mustika Ratu Tbk (2019–2023) Yarinidi Angel Zebua; Siswanto Siswanto; Hafni Cholida Nasution
Global Insights in Management and Economic Research Vol. 2 No. 01 (2026): February Issue Global Insights in Management and Economic Research
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v2i01.05

Abstract

Purpose of the study: This study aims to evaluate the financial performance of PT Mustika Ratu Tbk, a publicly listed consumer goods company on the Indonesia Stock Exchange (IDX), over a five-year period from 2019 to 2023. By employing comprehensive financial ratio analysis encompassing liquidity, solvency, and profitability dimensions, the research seeks to provide empirical evidence regarding the company’s financial health and to identify structural strengths and weaknesses in its performance trajectory during a period marked by significant macroeconomic volatility, including the COVID-19 pandemic and subsequent economic recovery. Materials and methods: A descriptive quantitative research design was employed utilizing secondary data derived from audited annual financial statements published on the Indonesia Stock Exchange. Financial performance was assessed through six key ratios: Current Ratio and Quick Ratio (liquidity), Debt-to-Asset Ratio and Debt-to-Equity Ratio (solvency), and Return on Assets and Return on Equity (profitability). Descriptive statistical analysis, including measures of central tendency, variability, and temporal trend analysis, was applied to evaluate performance across the study period. Results were benchmarked against prevailing industry standards established by the Ministry of Industry of the Republic of Indonesia to determine performance adequacy. Results: The findings indicate that PT Mustika Ratu Tbk demonstrated strong liquidity performance, with average Current and Quick Ratios of 252.55% and 159.45% respectively, both exceeding industry benchmarks. Solvency analysis revealed an adequate asset coverage of liabilities (DAR = 29.55%), although capital structure efficiency remained conservative as evidenced by a low Debt-to-Equity Ratio (43.27% against a 90% industry standard). Profitability performance was persistently weak, with average ROA of 2.09% and ROE of 3.24%, both substantially below the 30% industry expectation, although a recovery trend was observable from 2021 onward. Conclusions: While the company exhibits a sound short-term financial position and manageable debt levels, its persistent inability to generate adequate returns from assets and equity suggests structural inefficiencies in operational and strategic management. These results underscore the critical need for profitability-oriented reforms, including operational cost optimization, strategic asset redeployment, and revenue diversification, to enhance long-term financial sustainability and shareholder value creation.