Article Per Year (5 Year)
p-Index From 2021 - 2026
6.837
P-Index
This Author published in this journals
All Journal Jurnal Plans : Penelitian Ilmu Manajemen dan Bisnis Jurnal Bisnis, Manajemen, dan Informatika Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Juripol (Jurnal Institusi Politeknik Ganesha Medan) Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi Journal Of Management Science (JMAS) Jurnal Ilmiah Edunomika (JIE) Enrichment : Journal of Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Accounting and Business Journal International Journal Of Science, Technology & Management (IJSTM) Journal of Social Responsibility Projects by Higher Education Forum Economics, Business and Management Science Journal Jurnal Ekonomi Jurnal Bisnis Mahasiswa Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Southeast Asian Journal of Management and Research Journal of Innovative and Creativity International Journal of Economics and Management Sciences Multidisciplinary Indonesian Center Journal Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Manajemen, Bisnis dan Kewirausahaan
Hesti Sabrina
Universitas Medan Area
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Public Health Social Sciences Transportation Other

Published : 50 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 50 Documents
Search

 1   2   3   4   5 
Pengaruh Strategi Marketing Mix Terhadap Volume Penjualan Produk Blackmores pada PT. Enseval Putera Megatrading Tbk Nadeak, Lukas Haruman; Sabrina, Hesti
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 6, No 2 (2025): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - Desember
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v6i2.6254

Abstract

This study aims to determine that an effective marketing mix strategy can increase consumer appeal. Expand the market and ultimately encourage increased sales volume. This study is a type of causal associative research with a quantitative approach with a population in this study amounting to 3,191 customers, then using the slovin formula, the number of samples was determined as 100 customers whose sampling criteria were determined based on the purposive sampling technique, namely customers who have made more than 2 Blackmores Product purchase transactions at PT. Enseval Putera Megatrading Tbk. Data collection was carried out by directly distributing questionnaires so that the data obtained was processed using SPSS. Based on the results of the study, partially the product has a positive and significant effect on sales volume, partially the price has a positive and significant effect on sales volume, partially the location does not affect sales volume, partially the promotion has a positive and significant effect on sales volume, while simultaneously the product, price, location, and promotion have a positive and significant effect on sales volume.
Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Minyakita Di Desa Tanjung Anom Kecamatan Pancurbatu Aditya, Windri; Sabrina, Hesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5124

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan citra merek terhadap keputusan pembelian Minyakita pada masyarakat Desa Tanjung Anom, Kecamatan Pancurbatu. Minyakita sebagai produk minyak goreng yang diinisiasi pemerintah memiliki peran strategis dalam menjaga stabilitas harga dan ketersediaan bahan pokok, sehingga penting untuk memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen di tingkat masyarakat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah responden sebanyak 99 orang, dengan kriteria responden adalah masyarakat yang pernah membeli dan menggunakan produk Minyakita. Pengumpulan data dilakukan melalui penyebaran kuesioner terstruktur yang disusun berdasarkan indikator kualitas produk, citra merek, dan keputusan pembelian. Data yang diperoleh kemudian dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS untuk menguji pengaruh parsial maupun simultan antarvariabel. Hasil analisis menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Minyakita, yang berarti semakin baik kualitas produk yang dirasakan konsumen, semakin tinggi pula kecenderungan mereka untuk melakukan pembelian. Selain itu, citra merek juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian, menunjukkan bahwa persepsi masyarakat terhadap reputasi dan kepercayaan pada merek Minyakita turut menentukan pilihan konsumen. Secara simultan, kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian Minyakita. Temuan ini mengindikasikan bahwa kedua variabel tersebut saling melengkapi dalam membentuk perilaku pembelian konsumen.
Pengaruh Persepsi Harga dan Kualitas Pelayanan terhadap Loyalitas Konsumen Toko Roti Al-Maidah Tanjung Anom Kecamatan Pancur Batu Purba, Dea Natasia; Sabrina, Hesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5755

Abstract

Penelitian ini bertujuan menganalisis pengaruh persepsi harga dan kualitas pelayanan terhadap loyalitas konsumen pada Toko Roti Al-Maidah Tanjung Anom, Kecamatan Pancurbatu. Loyalitas konsumen menjadi faktor penting bagi keberlangsungan usaha mikro dan kecil karena berkaitan langsung dengan pembelian ulang serta rekomendasi dari konsumen kepada orang lain. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif untuk melihat hubungan dan pengaruh antarvariabel. Data diperoleh melalui penyebaran kuesioner kepada 99 responden yang merupakan konsumen Toko Roti Al-Maidah. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan perangkat lunak statistik. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh positif dan signifikan terhadap loyalitas konsumen. Hal ini dibuktikan oleh nilai signifikansi 0,000 yang lebih kecil dari 0,05, serta nilai t-hitung 7,008 yang lebih besar daripada t-tabel 1,986. Kualitas pelayanan juga berpengaruh positif dan signifikan terhadap loyalitas konsumen, dengan nilai signifikansi 0,027 < 0,05 dan t-hitung 2,246 > t-tabel 1,986. Secara simultan, persepsi harga dan kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas konsumen, ditunjukkan oleh nilai F-hitung yang lebih besar dari F-tabel serta tingkat signifikansi 0,000 < 0,05. Kesimpulannya, semakin sesuai persepsi harga di mata konsumen dan semakin baik kualitas pelayanan yang diberikan, maka loyalitas konsumen akan meningkat. Dengan demikian, Toko Roti Al-Maidah perlu menjaga kesesuaian harga dengan manfaat produk serta terus meningkatkan kualitas pelayanan agar konsumen tetap setia, melakukan pembelian ulang, dan memberikan rekomendasi positif.
Antecedents Of Customer Satisfaction And Repurchase Intention Use Financial Technology (Fintech) Go Pay In Medan City Dewi Setia Tarigan, Eka; Khairunnisak, Khairunnisak; Sabrina, Hesti; Parulian, Tohap; Syahputri, Yuni
International Journal of Science, Technology & Management Vol. 3 No. 4 (2022): July 2022
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v3i4.556

Abstract

The purpose of this study was to analyze the effect of perceived ease of use and trust on the customer satisfaction and repurchase intention of fintech go pay consumers in Medan city and determine the effect of customer satisfaction in mediating perceived ease of use and trust on the repurchase intention of fintech go pay in Medan city. This study use a samples was 100 respondents, which were taken proportionally from every area in Medan City, the sampling technique was carried out purposive. The analytical method used is partial least square through the software smartPLS3.
The Influence of Brand Image, Halal Label, and Price on the Purchasing Decision of Wardah Cosmetic Products among Female Students of the Management Study Program, University of North Sumatra Arantika, Dea; Sabrina, Hesti
SAJMR : Southeast Asian Journal of Management and Research Vol. 4 No. 1 (2026): Februari
Publisher : Yayasan Putra Adi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61402/sajmr.v4i1.561

Abstract

This study aims to analyze the effect of brand image, halal label, and price on purchasing decisions of Wardah cosmetic products among female students of the Management Study Program at the University of North Sumatra. The research uses a quantitative approach. The population consists of 395 female students from the 2022–2024 cohorts, with a sample of 80 respondents selected using the Slovin formula. Data were analyzed using multiple linear regression with SPSS Statistics software. The results show that brand image (X1) has a positive but insignificant effect on purchasing decisions (Y), as indicated by a significance value of 0.238 > 0.05 and a t-value of 1.190 < 1.991. The halal label (X2) has a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05 and a t-value~ of 5.124 > 1.991. Price (X3) also has a positive and significant effect on purchasing decisions, shown by a significance value of 0.000 < 0.05 and a t-value~ of 3.326 > 1.991. Furthermore, the F-test result shows a significance value of 0.000 < 0.05, indicating that brand image, halal label, and price simultaneously have a positive and significant effect on purchasing decisions of Wardah cosmetic products.  
Pengaruh Online Promotion Dan Persepsi Kemudahan Terhadap Keputusan Penggunaan E-Wallet Ovo Pada Masyarakat Azzahra Desire Safira Siahaan; Muthya Rahmi Darmansyah; Hesti Sabrina; Irwansyah Putra
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 1 (2025): : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i1.5076

Abstract

E-wallet users as digital wallets are the choice of the people of Medan City, especially the OVO e-wallet for online system payments in transactions. It is suspected that the increase in the use of the OVO e-wallet is due to online promotion factors and perceived ease of use. The purpose of the study was to determine the effect of online promotion and perceived ease of use on the decision to use the OVO e-wallet in the community. The research method is quantitative and associative. The population is the people of Medan Sunggal District, Medan City, totaling 140,138 people and the number of samples is 100 people. The research data comes from primary data and the data collection process uses a questionnaire. The analysis technique using statistical models consists of validity, reliability, classical assumptions, multiple linear regression, t-test, F-test and coefficient of determination (R2) using SPSS (Statistical Product and Service Solutions) software version 25. The results of the study that partially there is an influence of online promotion and perceived ease of use on the decision to use the OVO e-wallet with each t-count value (7.578 and 2.110) greater than t-table (1.660) and a significance level (0.000 and 0.037) less than 0.05. From the F test, it was obtained that Fcount> Ftable (64.079> 3.090) with a significance level (0.000 <0.05), so the hypothesis is accepted, simultaneously online promotion and perceived ease of use have a positive and significant effect on the decision to use the OVO e-wallet. The R Square value is 0.569 which means that 56.9% of the variation of independent variables (online promotion and perceived ease) can explain the decision to use the OVO e-wallet and the remaining 431% is influenced by other variables.
Pengaruh Electronic Word Of Mouth, Brand Credibility, Dan Celebrity Endorsement Di Tiktok Terhadap Keputusan Pembelian Produk Glad2glow (Studi Kasus Generasi Z Pada Kecamatan Medan Sunggal) Ramayana Sinaga; Siti Alhamra Salqaura; Hesti Sabrina
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.7606

Abstract

This research was conducted with the purpose and objective of determining the influence of electronic word of mouth, brand credibility, and celebrity endorsement on the Purchase Decision of Glad2glow Products (Case Study of Generation Z in Medan Sunggal District). The type of research used in this study is associative research with a quantitative approach. The sampling technique used in this study is non-probability sampling. The sample in this study is Generation Z in Medan Sunggal District. The sample size used is 100 respondents. The data obtained were primary data in the form of questionnaires distributed thru Google Forms and analyzed using the multiple linear regression analysis method with the SPSS 27 program. Based on the hypothesis testing that 1) Electronic word of mouth (X1) has a positive and significant effect with a t-statistic value of 2.570 > t-table 1.984, and a p-value in the sig column of 0.012 < 0.05, which means it has a significant effect. 2) Brand credibility (X2) has a positive and significant effect with a calculated t-value of 2.992 > t-table 1.984, and the p-value in the sig column is 0.004 < 0.05, which means it has a significant effect. 3) Celebrity endorsement (X3) has a positive and significant effect with a t-statistic value of 3.817 > t-table 1.984, and the p-value in the sig column is 0.001 < 0.05, which means it has a significant effect. 4) The purchase decision based on the F-test results shows that the calculated F-value is 56.702 > the F-table value of 3.090 and the significance level is 0.001 < 0.05, which means that electronic word-of-mouth, brand credibility, and celebrity endorsement simultaneously have a positive and significant effect on the purchase decision of Glad2Glow products, a case study of Generation Z in Medan Sunggal District.
Pengaruh Digital Marketing dan Viral Marketing terhadap Keputusan Pembelian Facial Wash Kahf di Tokopedia (Studi Kasus pada Mahasiswa Prodi Teknik Mesin Politeknik Negeri Medan) Panjaitan, Supri; Nasution, Amrin Mulia Utama; Sabrina, Hesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6505

Abstract

This research aims to determine the Influence of Digital Marketing and Viral Marketing on the Purchase Decision of Kahf Facial Wash on Tokopedia (Case Study on Students of the Mechanical Engineering Program at the Medan State Polytechnic). The type of research used in this study is a quantitative approach. The sampling technique used is purposive sampling. The sample in this study consists of mechanical engineering students at the Medan State Polytechnic and students who have purchased Kahf facial wash at least once on the Tokopedia platform, totaling 86 respondents. The data obtained using primary data in the form of questionnaires were analyzed using the multiple linear regression analysis method with the SPSS 26 program. Based on the hypothesis testing that 1) Digital Marketing (X1) has a positive and significant effect on purchasing decisions with a calculated t-value of 4.046, it is known that the calculated t-value is greater than the t-table value (1.988). And the p-value in the sig column is 0.010 < 0.05, which means it has a significant effect. 2) Viral marketing (X2) has a positive and significant effect on purchasing decisions. This can be seen from the significance value of 0.023 < 0.05 and the calculated t-value of 7.054 > t-table value (1.988). 3) Digital Marketing (X1) and Viral Marketing (X2) simultaneously have a positive and significant effect on purchasing decisions. This can be seen from the calculated F-value being greater than the F-table value and the significance level (0.000) being less than 0.05.
Pengaruh Penggunaan Media Sosial, Efikasi Diri dan Kreativitas terhadap Minat Berwirausaha Mahasiswa Frastiwi, Fadilah Laili; Alfifto, Alfifto; Nasution, Amrin Mulia Utama; Yunita, Nindya; Sabrina, Hesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6653

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Penggunaan Media Sosial, Efikasi Diri, dan Kreativitas Terhadap Minat Berwirausaha Pada Mahasiswa Kewirausahaan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Pengaruh Penggunaan Media Sosial, Efikasi Diri, dan Kreativitas merupakan tiga faktor penting yang dapat mempengaruhi Minat Berwirausaha, khususnya dalam konteks Mahasiswa Kewirausahaan. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner, Populasi dalam penelitian ini adalah mahasiswa kewirausahaan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara dari stambuk 2022 sampai dengan stambuk 2025 dengan jumlah sampel 122 responden. Penelitian ini menggunakan metode cluster sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.0. Hasil analisis menunjukkan bahwa Penggunaan Media Sosial berpengaruh positif dengan nilai original sample 0,254 dan signifikan terhadap minat berwirausaha dengan nilai p value 0,003 < 0,05 (α 5%), Efikasi diri berpengaruh positif dengan nilai original sample 0,491 dan signifikan terhadap minat berwirausaha dengan nilai p value 0,000 < 0,05 (α 5%), dan Kreativitas berpengaruh positif  dengan nilai original sample 0,390 dan signifikan terhadap minat berwirausaha dengan nilai p value 0,001 < 0,05 (α 5%). Sehingga dapat disimpulkan bahwa penggunaan media sosial, efikasi diri dan kreativitas secara persial memiliki pengaruh positif dan signifikan terhadap minat berwirausaha pada mahasiswa Kewirausahaan Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara.
Pengaruh Electronic Word Of Mouth (E-WOM) dan Brand Image Terhadap Loyalitas Pelanggan Produk Scarlet Whitening (Studi Kasus Masyarakat Kecamatan Salapian Kab Langkat) Ginting , Jebina Lestari Br; Sabrina, Hesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6817

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Electronic Word Of Mouth (E-WOM) dan Brand Image terhadap Loyalitas Pelanggan Produk Scarlet Whitening (Studi Kasus Masyarakat Kecamatan Salapian Kab Langkat). Penelitian ini menggunakan pendekatan kuantitatif dimana populasi pada penelitian ini adalah masyarakat di Kecamatan Salapian Kabupaten Langkat yang dipilih menggunakan metode purposive sampling. Metode pengumpulan data melalui kuesioner. Pada hasil penelitian menunjukkan bahwa pengaruh electronic word of mouth dan brand image secara serempak berpengaruh signifikan terhadap loyalitas pelanggan Produk Scarlet Whitening nilai F-hitung adalah 183.454 dengan tingkat signifikansi 0,000. Sedangkan F-tabel pada tingkat kepercayaan 95% (α = 0,05) adalah 2,70. . Uji yang dilakukan menunjukkan bahwa electronic word of mouth secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan Produk Scarlet Whitening dengan nilai signifikan (0,000) < dari 0,05 dan t-hitung (8,185) > dibandingkan t-tabel (1.985).dan dan brand image secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan Produk Scarlet Whitening nilai signifikan (0,000) < 0,05 dan t-hitung (10,731) > dibandingkan t-tabel (1.985). dengan  . Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinan (R2) terhadap loyalitas pelanggan sebesar 0.789 berarti 78,9% dapat di jelaskan oleh electronic word of mouth dan brand image. Sedangkan sisanya 21,1% dapat dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.
Co-Authors Adelina Lubis Aditya, Windri Ahmad Prayudi Akman Daulay Alfifto Amrin Mulia Nasution Amrin Mulia Utama Nasution Andre Hasudungan Lubis Arantika, Dea Aribowo Aribowo Azzahra Desire Safira Siahaan Dahrul Siregar Dian Permata Sari Dimas Dolok Saribu, Alfriado Leonard Noprian Eka Dewi Setia Tarigan Eka Dewi Setia Trg Elisa Fitri Finta Aramita Frastiwi, Fadilah Laili Ginting , Jebina Lestari Br Gultom, Smailisy Haryaji Catur Putera Husman Hasbiana Dalimunthe Hendra Saputra Herti Sitorus Br Hery Syahrial Hrp, Nindy Nazwa Putri Indawati Lestari Indra Sakti Ira Arnie Yuvira Irwansyah Putra Isnaniah Isnaniah Ivana Elisabet Siahaan Jafar Syahbuddin Ritonga Kartika, Adelya Khairunnisak Khairunnisak Khairunnisak Khairunnisak, Khairunnisak Luthfy, M. Riza M. Yamin Siregar Maria, Yana Maulana, Syeh Aditya May Hana Bilqis, May Hana Muhamad Yamin Siregar Muhammad Usman Mulia, Amrin Muthya Rahmi Darmansyah Nabilla Salsabil Sausan Nadeak, Lukas Haruman Nindya Yunita Nur Abwaini Nasution Panjaitan, Supri Patar Marbun Pelawi, Loy Rananta Purba, Dea Natasia Putri Irsyi, Salsabilla Rahayu, Ajeng Rahmadhani, Sari Nuzullina Ramayana Sinaga Raudha Anggraini Tarigan Salman, Fahd Abdillah santireciaaprillia Saragih, Anggian Syahputra Sihombing, Humisar Sihotang, Jhonatan Krismanto Siti Alhamra Salqaura Surya Kumar Suryani Wan Syahreza, Dina Sarah Tarigan, Desi Pitria Br Teddi Pribadi Tohap Parulian Wan Rizca Amela Wan Rizca Amelia Wan Suryani Yuni Syah Putri Yuni Syahputri Zalianty, Nabila