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Effendi, Ihsan
Universitas Medan Area
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Studi Empiris tentang Pengaruh Komunikasi Pemasaran dan Kualitas Produk terhadap Keputusan Pembelian pada UMKM Warkop Rencong Medan Adelina Lubis; Ihsan Effendi; Olivia Sembiring; Naila Zuhra
Jurnal Mahasiswa Manajemen dan Akuntansi Vol. 4 No. 2 (2025): Oktober : JUMMA'45: Jurnal Mahasiswa Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jumma45.v4i2.5098

Abstract

This study aims to explore and analyze how marketing communication and product quality influence consumer purchasing decisions at Warkop Rencong, an MSME located in Medan. In a highly competitive local food industry, implementing effective marketing communication strategies and maintaining high product quality are essential elements that drive consumer behavior. Marketing communication not only informs consumers about the product but also builds a perspective and emotional connection with them. Product quality, on the other hand, reflects how well the product meets consumer expectations and needs, fostering customer satisfaction and long-term loyalty. This research adopts a quantitative approach, utilizing questionnaires to gather data from 60 respondents selected through random sampling from Warkop Rencong's active customer base. The collected data were analyzed using validity, reliability, classical assumptions, and multiple linear regression tests in IBM SPSS Statistics 27. The results indicate that both marketing communication and product quality significantly and positively influence purchasing decisions, both individually and collectively. Product quality was found to have a stronger impact on purchasing decisions compared to marketing communication. The F-test confirms that both variables significantly affect purchasing decisions, with an adjusted R² of 0.532, indicating a high explanatory power of the model. These findings offer practical insights for MSMEs in developing effective marketing strategies and ensuring high product quality to boost consumer purchasing decisions.
Pengaruh Harga, Kualitas Pelayanan dan Fasilitas Coffee Shop terhadap Minat Konsumen Berkunjung ke Risala Kopi Zahra, Sofhia Rahayu; Effendi, Ihsan; Sihombing, Tohap Parulian
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.3229

Abstract

This study aims to analyze the influence of price, service quality, and facilities on consumer interest in visiting Risala Kopi in Medan. Using a quantitative approach, the research involved 105 respondents who are customers of Risala Kopi. Data were collected through questionnaires and analyzed using multiple linear regression to determine the effect of each independent variable on the dependent variable. The results show that price, service quality, and facilities have a positive and significant effect on consumer interest, both partially (t-test) and simultaneously (F-test). This indicates that the better these three aspects are managed, the higher consumers’ interest in visiting Risala Kopi will be. The coefficient of determination (R²) value of 0.558 reveals that 55.8% of the variation in consumer interest can be explained by price, service quality, and facilities, while the remaining 44.2% is influenced by other factors not examined in this study, such as promotion, location, and brand image. Based on these findings, the study recommends that Risala Kopi should continuously improve price fairness, friendly and efficient service quality, and comfortable facilities such as interior design, cleanliness, and internet access. These improvements are expected to enhance competitive advantage, increase customer loyalty, and strengthen Risala Kopi’s position amid the increasingly competitive coffee shop industry in Medan
MENINGKATKAN DAYA TARIK ECOLODGE BUKIT LAWANG RESORT MELALUI GREEN MARKETING DAN KUALITAS LAYANAN UNTUK MENINGKATKAN KEPUTUSAN MENGINAP WISATAWAN Putra, Yudha Maulana; Effendi, Ihsan; Siregar, Dahrul
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4263

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan service quality terhadap keputusan menginap di Ecolodge Bukit Lawang. Metode penelitian yang digunakan adalah kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 100 wisatawan yang pernah menginap di Ecolodge Bukit Lawang. Data dianalisis dengan menggunakan teknik regresi linier berganda. Hasil penelitian menunjukkan bahwa green marketing dan service quality berpengaruh positif terhadap keputusan menginap di Ecolodge Bukit Lawang. Green marketing memiliki pengaruh terhadap keputusan menginap. Hal ini menunjukkan bahwa wisatawan lebih sensitif terhadap upaya-upaya ramah lingkungan yang dilakukan oleh Ecolodge Bukit Lawang dibandingkan dengan kualitas layanan yang diberikan.Implikasi dari penelitian ini adalah bahwa Ecolodge Bukit Lawang perlu terus meningkatkan upaya-upaya green marketingnya untuk menarik lebih banyak wisatawan. Ecolodge Bukit Lawang juga perlu meningkatkan kualitas layanannya untuk memberikan pengalaman yang lebih memuaskan bagi wisatawan.
MENGELOLA KRISIS MEREK PERUSAHAAN DALAM ERA DIGITAL DI INDONESIA Xiayu, Song; Siregar, Muhammad Akbar; Effendi, Ihsan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4306

Abstract

Dalam lanskap digital yang sangat terhubung saat ini, krisis merek perusahaan dapat menyebar dengan cepat dan meningkat di Indonesia, yang berpotensi menyebabkan kerusakan reputasi dan keuangan yang signifikan. Makalah ini membahas tantangan unik dan praktik terbaik untuk mengelola krisis merek korporat di lingkungan jaringan dalam konteks Indonesia. Penelitian ini menyoroti peran penting media sosial dan platform online dalam kemunculan krisis dan strategi manajemen krisis. Penelitian ini menggarisbawahi pentingnya sistem deteksi dini, protokol respons cepat, komunikasi yang transparan di seluruh saluran, dan keterlibatan pemangku kepentingan yang proaktif. Nuansa budaya, seperti pengaruh influencer dan tokoh online, juga dieksplorasi sebagai faktor penting yang membentuk opini publik selama krisis di Indonesia. Makalah ini menguraikan perlunya tim manajemen krisis yang berdedikasi, hirarki pengambilan keputusan yang jelas, dan rencana komunikasi krisis yang jelas yang disesuaikan dengan audiens Indonesia. Pada akhirnya, penelitian ini berkontribusi pada pemahaman yang lebih dalam tentang menavigasi ekosistem digital yang kompleks untuk manajemen reputasi di pasar Indonesia, menawarkan kerangka kerja bagi organisasi untuk melindungi ekuitas merek mereka secara proaktif.
DAMPAK CITRA MEREK, HARGA, KUALITAS PRODUK DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN GADGET CHINA PADA GENERASI MILENIAL Zonglin, Ding; Siregar, Muhammad Akbar; Effendi, Ihsan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4809

Abstract

Model konseptual ini dirancang untuk mengevaluasi hubungan antara variabel-variabel seperti citra merek, harga, dan kualitas produk terhadap keputusan pembelian gadget asal China, dengan kepercayaan konsumen sebagai variabel mediasi. Penelitian ini dilakukan pada generasi milenial, mengingat pengaruh signifikan generasi ini dalam konsumsi gadget. Data primer dikumpulkan melalui angket yang dibagikan kepada 200 responden milenial yang sudah membeli atau berencana membeli gadget. Model ini dianalisis menggunakan metode Structural Equation Modeling dengan bantuan software LISREL. Hasil penelitian menunjukkan bahwa citra merek dan kualitas produk berpengaruh signifikan terhadap kepercayaan konsumen, sementara harga tidak memberikan pengaruh. Selain itu, kepercayaan konsumen memiliki dampak signifikan terhadap keputusan pembelian, menunjukkan pentingnya peran kepercayaan dalam proses pengambilan keputusan pembelian gadget
Pengaruh Promosi dan Citra Wisata Terhadap Minat Berkunjung Kembali Ke Taman Wisata Iman Sitinjo Kabupaten Dairi Erikson Sihombing; Suryani, Wan; Effendi, Ihsan
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.18993

Abstract

Penelitian ini bertujuan untuk mengetahui “Pengaruh Promosi dan Citra Wisata Terhadap Minat Berkunjung Kembali Ke Taman Wisata Iman Sitinjo Kabupaten Dairi”. Yang mana promosi adalah cara untuk meningkatkan penjualan produk atau jasa yang biasanya dilakukan melalui iklan atau pemotongan harga, seperti diungkap Investopedia. Citra wisata merupakan persepsi seseorang atau mungkin kelompok orang terhadap suatu produk (barang dan jasa), dan menjadi dasar pertimbangan dalam pengambilan keputusan oleh konsumen untuk membeli atau tidak membeli, untuk datang atau tidak datang. Minat kunjungan ulang merupakan perilaku yang muncul sebagai respon terhadap objek yang menunjukkan keinginan pelanggan untuk melakuka pembelian ulang produk yang telah dibeli sebelumnya. Penelitian ini menggunakan jenis penelitian kuantitatif assosiatif. Sampel dalam penelitian ini merupakan responden Responden yang mengunjungi taman wisata iman minimal 2x. Responden yang berusia dari 5 tahun hingga 60 tahun. Pengumpulan data dilakukan dengan penyebaran kuisioner melalui Google Form. Berdasarkan hasil Uji T didapati bahwa Promosi dan Citra Wisata berpengaruh positif dan signifikan terhadap Loyalitas Konsumen. Pada Uji Koefisien Determinasi (R2) terlihat bahwa nilai Adjusted R Square yang diperoleh yaitu sebesar 0,753 (75,3%). Hal ini menunjukan bahwa variabel independen memiliki kemampuan yang tinggi dalam menjelaskan variasi pada variabel dependen (Minat Berkunjung Kembali) pada penelitian ini. Sisanya 24,7% yang akan terpengaruh oleh faktor-faktor lainnya yang tidak dapat dijelaskan pada penelitian ini
CALCULATION OF OIL PALM HARVESTER PREMIUM BASED ON SLOPE CLASS BASED ON GEOGRAPHIC INFORMATION SYSTEM IN SEI SILAU PLANTATION PT.PERKEBUNAN NUSANTARA III (PERSERO) Jeremia Hutauruk; E. Harso Kardhinata; Ihsan Effendi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 4 No. 1 (2024): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v4i1.1431

Abstract

PT Perkebunan Nusantara III is a state-owned company engaged in plantation activities. Sei Silau Plantation is one of the units that manages oil palm plantations. One of the factors that determines the company's performance is the productivity of the harvesters. The amount of premium received by harvesters is a factor that affects motivation and performance, but the determination of premiums still uses general slope data for each harvest area in determining the task base. The method used in this research is spatial data processing, overlaying slope data from Demnas with regional boundaries at each level and then analysing the increase in productivity and premiums. The results showed that the slope class from the spatial analysis was divided into three parts, namely flat and undulating (0-15%) covering 114.91 ha/45.85%, hilly (15-45%) covering 110.34 ha/44.03% and hilly without terraces (>45%) covering 25.35 ha/10.12% of the total oil palm area. The slope class of each plantation is divided into three classes. There was an increase in productivity and premium after the method change, namely an increase in productivity from April to May by 214.95 kg/17.04%, May to June by 123.43/8.43% and April to June by 339.38 kg/26.90%, and an increase in premium from April to May by Rp 3,190,252/22.20%, May to June by Rp 1,642,123/9.35% and April to June by Rp 4,832,375/33.63%. This shows a clear correlation between increased productivity and increased premiums.
Keputusan Memilih Perguruan Tinggi Ditinjau dari Personal Selling, Citra Merek, dan Kepercayaan Merek sebagai Variabel Intervening Lubis, Adelina; Effendi, Ihsan; Nasib, Nasib; Bhastary, Manda Dwipayahi; Fadli, Ahmad
Society Vol 11 No 2 (2023): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v11i2.579

Abstract

In pursuing enhancing human resources’ quality, the state has ensured that private universities also have rights and obligations. The main objective of this study is to investigate whether personal selling and brand image influence college decision-making through the mediating role of brand trust. This research was conducted at the Politeknik Unggul LP3M in Medan, Indonesia. The study’s population was comprised of active students from the 2019/2020 academic year, totaling 257 individuals. A stratified sampling technique was employed, using the Slovin formula with a 5% margin of error, resulting in a sample size of 157 respondents. The study utilized a quantitative approach, with data collected through structured questionnaires. The analysis included descriptive statistics, reliability tests, and path analysis to determine the direct and indirect effects of personal selling and brand image on college decision-making through brand trust. The findings indicate that personal selling significantly affects brand trust, suggesting that effective strategies can enhance students’ trust in the institution’s brand. Similarly, brand image significantly directly affects brand trust, underscoring the importance of a positive brand image in building trust among potential students. Furthermore, the results show that personal selling indirectly influences college decision-making through brand trust, indicating that the trust developed through personal selling efforts can lead to positive college choice decisions. Likewise, brand image indirectly affects college decision-making through brand trust, highlighting the role of a strong brand image in shaping students’ enrollment decisions. In conclusion, personal selling and brand image are crucial in influencing college decisions, with brand trust as a key mediating variable. These findings provide valuable insights for educational institutions aiming to enhance their marketing strategies and build stronger relationships with prospective students. Future research could explore additional factors influencing college decision-making and examine these relationships in different educational contexts.
Success Model Partnership Program SME At PT. Perkebunan Nusantara III Junaidi, Junaidi; Lubis, Zulkarnain; Effendi, Ihsan
Journal Research of Social Science, Economics, and Management Vol. 2 No. 7 (2023): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v2i07.354

Abstract

Small medium enterprises is one of the business units that help the country a lot in reducing the unemployment rate. This sector makes a major contribution in supporting the national economy. Real steps and efforts are needed to support and increase the power of SMEs. The main objective of this study is to determine the direct and indirect effects of HR experience, capital, knowledge, social networks, social media, perceived customer benefits, and perceived competitive value on the performance of SMEs through partnership programs. The approach in this research is causal research (cause and effect). The population in this study is the SME business actor who are fostered at PT. Perkebunan Nusantara III, with total of 243 SME business actors. While the sampling technique used a saturated sample where 243 SMEs were sampled in this study. Data collection techniques used a questionnaire with an ordinal measurement scale. Data analysis used AMOS based Structural Equation Modeling (SEM). The results showed that the direct experience of human resources, capital, social networks, social media, and perceived customer benefits had a significant effect on the partnership program, while knowledge was not significant for the partnership program. The results showed that the direct experience of human resources, capital, social networks, social media, perceived customer benefits, and perceived competitive value had a significant effect on the performance of SMEs, while knowledge was not significant on the performance of SMEs. Indirectly the experience of human resources, capital, knowledge, social networks, social media, perceived customer benefits and perceived competitive value had a significant effect on the performance of SMEs through partnership programs.
The Effect of Social Network on Partnership Programs and MSMEs Performance Junaidi, Junaidi; Lubis, Zulkarnain; Effendi, Ihsan
Journal Research of Social Science, Economics, and Management Vol. 2 No. 6 (2023): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v2i06.366

Abstract

The goal of this research is to determine the influence of social networks on the partnership program and the performance of SMEs and the role of the partnership program in mediating the social network on the performance of MSMEs. Concerning the study's population, MSMEs assisted at PTPN III, a total of 243 MSMEs business actors were declared successful in MSMEs development. A saturated canoe was used as the sampling method. As a result, the sample size for this study is 243 MSMEs business actors. The information was gathered using a questionnaire tailored to each variable indicator item. Structural Equation Modeling with Amos was used for data analysis. The findings revealed that social network has a significant impact on the partnership program and MSMEs' performance; partnership program has a direct and significant impact on the MSME's performance; partnership program has a significant indirect influence on the performance of MSMEs by mediating social networks.
Co-Authors Adelina Lubis Afda Widyanti Nasution Agnessyah Kardina Simamora Ahmad Fadli Ahmad Fadli Ahmad Fadli Ahmad Prayudi Ahmad Rafiki Akbar Siregar Alexander Sabastian Pangaribuan Anas Tesya Br Sitepu Andri Putra Panjaitan Apriliani, Anggi Arif Setiawan Arifin, Syasyain Azhari, Saiful Bhastary, Manda Dwipayahi Cynthia Ayu Lestari Dahrul Siregar Deanti Indira Deka Gustina Pandiangan Devara Andreas Jonathan Dhian Rosalina, Dhian E. Harso Kardhinata Eka Dewi Setia Tarigan Eral, Mindya Erikson Sihombing Erina Novelia Ester Sembiring Fachry Abda El Rahman Fitriani Tobing Harahap, Ahmad Rizki Hardai Hasibuan, Andika Pramana Hery Syahrial Hilda Ariska Br Lubis Hutagalung, Gracella Rosnah S Ilham Ramadhan Nasution Indawati Lestari Indra Satria Jayawarsa, A.A. Ketut Jeremia Hutauruk Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Junaidi Kristin, Okta Viani Kuswardani, Retna Astusi Lailan Tawila Lanna Sari Juliana Pasaribu Lidya Novita Anwar Lubis , Adelina Lubis Musika LUBIS, ADELINA Lubis, Andi Reza Syahputra Lubis, Nabila Boru Manda Dwipayahi Bhastary Marpaung, Mangadar Maulana, Agung Maysri Handayani Putri Sinaga Mhd.Buhari Sibuea Miftahuddin, Miftahuddin Mitra Musika Mitra Musika Lubis Mitra Mustika Lubis Muammar Rinaldi Muhammad Fahmi Muhammad Reza Aulia Muhammad Ridha Haykal Amal Muhammad Yamin Murad, Miftahuddin Mutahajjid, Zul Azmi Naila Zuhra Nasib Novika Gea Nur Aisyah Nurul Wardani Lubis Olivia Sembiring Pardosi, Urbano I.R.S Popy Noviyanti Pradipta Utami, Miranti Prawidya Hariani RS Puji Wahyu Mulyani Putra, Yudha Maulana Putra, Yunanda Eka Putri Novyenni Widyarosa Tarigan Rahmanta Ginting Rahmanta Ginting Ramadhona, Yulviane Retna Astuti Kuswardani Retna Astuti Kuswardani M.S Riska Handayani Rizkan Zulyadi Rizna Nur Ayyuna Sanjaya, Budi Sari, Adelina Puspita Sekar Chalifah Segara Shunhaji, Akhmad Sihaloho, Rebecca Putri Simamora, David Geraldy H Simanungkalit, Nurul Amalyiah Simarmata, Rojelita Catrina Siregar, Akbar Siregar, Doly Siregar, Joni Rianto Siregar, Muhammad Akbar Sitorus, Vira Rezkika Situmorang, Sudiwan Situngkir, Jenni br Sri Ramadhani Br. Ginting Sugito - Supriatna, Dasep Syafrida Hafni Sahir Syahbuddin Hasibuan Syahbudin, Jafar Syarifah Aini Ritonga Syarifah Muthia Putri Teddi Pribadi Tohap Parulian Tresia L. Naibaho Vina, Jessika Wan Rizca Amelia Wan Suryani Wulandari, Artika Xiayu, Song Yamin Siregar Yudha Pratesta, Oxy Yuliana Kansrini Yuni Syahputri Zahra, Sofhia Rahayu Zonglin, Ding Zulkarnain Lubis