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Sirait, Sarida
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Economics, Econometrics & Finance

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PEMBERDAYAAN DAN KOMERSIALISASI PRODUK UNGGULAN DESA MELALUI METODE ARTIFICIAL INTELLIGENCE (AI) & INFLUENCER MARKETING BERBASIS TEKNOLOGI MODERN PADA KELOMPOK TANI DAN UMKM DI KECAMATAN SIDAMANIK Liang, William; Sirait, Sarida
Jurnal Ekonomi dan Bisnis (EK dan BI) Vol 7 No 2 (2024)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ekbi.v7i2.1853

Abstract

The biggest problem that is always faced by farmer groups and MSMEs is the Commercialization and Utilization of technology which is very minimal in the downstream process of superior products. This is because farmers and MSME actors in the village are still very far from modern technology and business strategies. Farmers and MSME actors are only able to plant superior products such as coffee and produce downstream products using traditional methods. Their inability to commercialize their products forces them to sell their products to producers or middlemen at low prices, as a result the profits they obtain are very low from what is expected. The results of an initial survey conducted by researchers in the Farmer Group and MSMEs found that agricultural products and processed MSMEs from this District were very good and worth selling, but the limited use of technology in the management and marketing management made the downstream productivity of these coffee farmers low. MSME products from Sidamanik District are very numerous and diverse, for example processed cassava, corn, ginger, tea leaves, and coffee which are produced into packaged foods but with very minimal use of technology. To overcome this problem, researchers will create and Artificial Intelligence (AI) & Influencer Marketing methods based on Modern Technology where products will be marketed online and offline through information systems or applications specifically designed for product marketing. In addition, researchers will also use the Artificial Intelligence (AI) method in creating marketing engineering based on modern technology. The purpose of this study is to implement the Empowerment and Commercialization of Superior Village Products Through the Artificial Intelligence (AI) & Influencer Marketing Method Based on Modern Technology. If this is implemented, the productivity of farmers and MSMEs will increase because products can be marketed across provinces with the Artificial Intelligence (AI) & Influencer Marketing method.
EVALUASI EFEKTIVITAS BRAND AWARENESS, CONTENT MARKETING, VALUE, DAN PRICING TERHADAP KEPUTUSAN PEMBELIAN PRODUK B2C SKINTIFIC PADA PLATFORM TIKTOK (STUDI KASUS PADA MAHASISWA UNIVERSITAS MURNI TEGUH) Winata, Angellyna Surya; Sirait, Sarida; Simarmata, Hengki M. P. Simarmata; Nathania, Beatrice; Berlien, Richard
Jurnal Ekonomi dan Bisnis (EK&BI) Vol 7 No 2 (2024)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ekbi.v7i2.1940

Abstract

This research aims to determine the significance of the effectiveness of Brand Awareness, Content Marketing, Value, and Pricing on the Purchase Decision of B2C Skintific products on the TikTok platform. This research shows that the decline in Skintific product sales is caused by the high and uneconomical product price, particularly for students at Universitas Murni Teguh. This is an associative research with a quantitative approach. The variables studied include Brand Awareness, Content Marketing, Value, Pricing, and Purchase Decision. The sampling technique used in this research is non-probability sampling with purposive sampling method, measured using the Slovin formula, with a sample size of 270 respondents. The data used is primary data collected through questionnaires. The data analysis technique includes several stages. First, instrument testing is conducted to measure validity and reliability. Next, classical assumption testing is performed, including normality test, multicollinearity test, and heteroscedasticity test. Finally, analysis is continued with multiple linear regression and hypothesis testing, including t-test, F-test, and coefficient of determination test. The results show that Brand Awareness, Content Marketing, Value, and Pricing have a positive and significant effect on the Purchase Decision of B2C Skintific products on TikTok. Partially, the tvalues for Brand Awareness (4,746), Content Marketing (4,974), Value (9,757), and Pricing (5,721) are each greater than the ttable (1,969) with a significance level < 0,05. Additionally, simultaneous analysis shows that the Fvalue (103,955) is greater than the Ftable (2,41), indicating that all four variables together have a positive and significant effect on Purchase Decisions. Based on the coefficient of determination test, the Adjusted R Square value is 0,605, meaning that the variables Brand Awareness, Content Marketing, Value, and Pricing account for 60,5% of the effect on Purchase Decision, while the remaining 39,5% is influenced by other variables not discussed in this research.
PENGARUH EFFECTIVE TAX RATE DAN KARAKTERISTIK PERUSAHAAN TERHADAP STRUKTUR MODAL PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA PERIODE 2018-2022 Raya Siahaan, Christian Vieri; Siringo-Ringo, Eko Deswin Miechaels; Sirait, Sarida; Nathania, Beatrice
Jurnal Ekonomi dan Bisnis (EK&BI) Vol 8 No 1 (2025)
Publisher : Politeknik Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37600/ek&bi.v8i1.1955

Abstract

This research aims to analyze the influence of Effective Tax Rate (ETR), Company Size, Growth Rate, and Profitability on the capital structure of manufacturing companies listed on the Indonesia Stock Exchange during the period of 2018-2022. This study uses a quantitative approach with secondary data obtained from the annual financial reports of manufacturing companies. Using purposive sampling, 150 data were analyzed. The data analysis techniques used include descriptive statistical analysis, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination, and partial hypothesis test (t-test) and simultaneous hypothesis test (F-test). The results showed that the Effective Tax Rate has no significant effect on the capital structure of manufacturing companies listed on the Indonesia Stock Exchange for the period 20182022, with a significance value of 0.419 > 0.05. Company Size has a significant effect on the capital structure with a significance value of 0.006 < 0.05. Growth Rate has no significant influence with a significance value of 0.532 > 0.05, while Profitability has a significant effect with a significance value of 0.00 < 0.05. Simultaneously, Effective Tax Rate, Company Size, Growth Rate, and Profitability have a significant effect on the capital structure with an F-calculated value of 56.485 and a significance level of 0.000 < 0.05. The Adjusted R Square value of 0.598 indicates that 59.8% of the variation in capital structure can be explained by these four variables, while 40.2% is influenced by other variables not examined in this study.
Co-Authors Berlien, Richard Liang, William Nathania, Beatrice Purba, Arifin Tua Raya Siahaan, Christian Vieri Simarmata, Hengki M. P. Simarmata Siringo-Ringo, Eko Deswin Miechaels Winata, Angellyna Surya