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All Journal Management Analysis Journal JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMM (Jurnal Masyarakat Mandiri) Edukasi Islami: Jurnal Pendidikan Islam International Journal of Supply Chain Management IJISTECH (International Journal Of Information System & Technology) JURIKOM (Jurnal Riset Komputer) EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Ilmiah Manajemen Kesatuan Community Development Journal: Jurnal Pengabdian Masyarakat JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) IJISTECH JPM: JURNAL PENGABDIAN MASYARAKAT ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Economics, Business and Management Science Journal Warta Perkaretan Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Trends Economics and Accounting Research Jurnal Ilmu Sosial dan Humaniora Jurnal Manajemen dan Pemasaran Jasa Management Research Studies Journal Jurnal Manajemen dan Bisnis Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Journal Business and Management
Syafrida Hafni Sahir
Universitas Medan Area
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Produk Sepatu Adidas pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatra Utara Rajagukguk, Masri; Aisyah, Nur; Sahir, Syafrida Hafni
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (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.v5i1.18108

Abstract

Perubahan perilaku konsumen dan kesadaran masyarakat tentang dampak negatif aktivitas manusia terhadap lingkungan dan ekosistem bumi telah mendorong perusahaan untuk memperhatikan aspek lingkungan dalam strategi bisnis. Green marketing mix atau yang biasa disebut dengan bauran pemasaran hijau yang bertujuan untuk mempromosikan produk atau jasa yang ramah lingkungan kepada konsumen. Tujuan utama dari green marketing mix adalah untuk menciptakan kesadaran di kalangan konsumen tentang pentingnya lingkungan dan dampak dari perilaku konsumsi masyarakat terhadap lingkungan. Tujuan ini dicapai dengan cara mempromosikan produk atau jasa yang memiliki dampak lingkungan yang lebih rendah dan memberkan alternatif yang lebih ramah lingkungan bagi konsumen. Penelitian ini mengunakan penelitian kuantitatif dan bersifat asosiatif. Dimana Penelitian ini terdiri dari empat variabel bebas dan satu variabel terikat. Variabel bebas dalam penelitian ini adalah green product (X1), green price (X2), green place (X3), green promotion (X4). Variabel terikatnya adalah Keputusan Pembelian (Y). Berdasarkan keterangan diatas dapat disimpulkan bahwa penelitian ini bertujuan untuk melihat hubungan antara variabel bebas yang terdiri dari green product, green price, green place, green promotion terhadap keputusan pembelian atau yang disebut variabel terikat dengan menggunakan pengujian hipotesis dan statistika. Populasi pada penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatra Utara prodi manajemen stambuk 2021 yang menjadi konsumen dari produk sepatu adidas. Jumlah dari populasi pada penelitian ini sebanyak 250 orang dimana populasi didapat berdasarkan data mahasiswa prodi manajemen stambuk 2021 dengan sampel pada penelitian ini adalah sebagian konsumen yang ditemui dan mengunakan produk sepatu adidas di fakultas ekonomi dan bisnis prodi manajemen Universitas Sumatra Utara. Hasil penelitian menunjukkan bahwa green marketing mix dan keputusan pembelian yang ada pada sepatu Adidas mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Sumatra Utara termasuk dalam kategori cukup baik. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara green marketing mix tehadap keputusan pembelian.
PENDAMPINGAN MASYARAKAT KURANG MAMPU MELALUI KELOMPOK USAHA BERSAMA (KUBE) DI DAERAH PERKOTAAN Sahir, Syafrida Hafni; Rosmawati, Rosmawati; Koryati, Try
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Volume 5 No. 3 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i3.27616

Abstract

The high rate of poverty and economic inequality in urban areas requires an inclusive and sustainable economic empowerment strategy. This service aims to strengthen the economic independence of underprivileged communities in urban areas through the Joint Business Group (KUBE) approach. By increasing income, diversifying businesses, and expanding the collaboration network, KUBE members will develop further. This service method uses Participatory Action Research (PAR) involving intensive and continuous assistance to KUBE members, including business skills training, strengthening business models, and collaboration with microfinance institutions and local governments in Binjai Timur, Kota Binjai, Sumatera Utara. The results of the service show a significant increase in KUBE members' income, with an average increase of 30% in one year. Business diversification also occurred with the success of KUBE members adding 3 new products to their business portfolio, increasing competitiveness and local market access. Strengthening cooperation networks is also a positive result of this service, with the establishment of collaborations that provide additional access to resources and economic opportunities. The conclusion of this service confirms that assistance through KUBE is effective in increasing the economic independence of underprivileged communities in urban areas. This program not only provides training, but also builds independent capabilities, expands markets, and strengthens the local business ecosystem, thereby providing a sustainable positive impact in improving community welfare.
The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Tobing, Fitriani; Dharma Tuah Putra Nasution, Muhammad; Hafni Sahir, Syafrida; Rossanty, Yossie
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

Abstract

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.
MODEL PEMBERDAYAAN MASYARAKAT BERBASIS POTENSI LOKAL UNTUK PENINGKATAN KESEJAHTERAAN KELOMPOK TANI Sahir, Syafrida Hafni; Parulian, Tohap; Tobing, Fitriani
JMM (Jurnal Masyarakat Mandiri) Vol 10, No 2 (2026): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v10i2.37926

Abstract

Abstrak: Desa Sei Mencirim menghadapi ancaman limbah domestik dan stagnansi ekonomi akibat tingginya biaya pupuk kimia. Kegiatan PKM ini memberdayakan 35 petani Kelompok Tani Mitra melalui implementasi metode pengolahan sampah Takakura. Metodologi yang digunakan adalah monitoring CIPO (Context, Input, Process, Output) yang diintegrasikan dengan prinsip Triple Bottom Line. Evaluasi program dilakukan secara komprehensif melalui observasi lapangan, wawancara mendalam, serta pengukuran pre-test dan post-test untuk menilai kapasitas peserta. Indikator keberhasilan mencakup penurunan volume sampah organik rumah tangga, peningkatan kompetensi pengomposan, dan efisiensi biaya produksi pertanian. Hasilnya, mitra mampu memproduksi kompos mandiri dan mengurangi ketergantungan pada pupuk kimia. Kesimpulan, pemberdayaan berbasis potensi lokal yang dikelola secara sistematis melalui model CIPO mampu menciptakan dampak positif yang berkelanjutan bagi kelestarian lingkungan dan kemandirian ekonomi desa. Temuan ini menegaskan bahwa pemberdayaan berbasis potensi lokal yang dikelola secara sistematis dan terintegrasi mampu menghasilkan dampak lingkungan, sosial, dan ekonomi secara simultan serta berkelanjutan bagi masyarakat desa.Abstract: Sei Mencirim Village faces environmental threats from domestic waste and economic stagnation due to high chemical fertilizer costs. This community service project empowers 35 farmers from the Farmer groups by implementing the Takakura composting method. The methodology employs CIPO (Context, Input, Process, Output) monitoring integrated with Triple Bottom Line principles. Program evaluation was conducted through field observations, in-depth interviews, and pre-test/post-test measurements to assess capacity building. Success indicators include reduced organic waste, enhanced composting skills, and agricultural production cost efficiency. Results show that partners can now produce compost independently, significantly reducing household waste and chemical fertilizer dependency. In conclusion, systematic local-based empowerment using the CIPO model fosters sustainable environmental conservation and rural economic independence. These findings confirm that systematic and integrated local-based empowerment effectively generates simultaneous and sustainable environmental, social, and economic impacts for rural communities.
CHEF-PRENEUR AND RESTAURANT PERFORMANCE: THE ROLE OF MEDIATION IN COMPETITIVE ADVANTAGE Syafrida Hafni Sahir; Mochammad Fahlevi
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 7 No 4 (2023): December
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/j25485024.y2023.v7.i4.5730

Abstract

Bisnis makanan atau kuliner merupakan salah satu bisnis yang saat ini sedang berkembang pesat dan memiliki potensi pertumbuhan yang cukup besar. Penelitian ini bertujuan untuk mengetahui pengaruh chef-preneur terhadap kinerja rumah makan di Indonesia khususnya peran mediasi keunggulan bersaing. Penelitian ini menggunakan metode penelitian kuantitatif, di mana data yang dikumpulkan berupa data yang akan dianalisis dengan menggunakan statistik. Sampel dalam penelitian ini melibatkan 200 rumah makan di Kota Medan, analisis data dalam penelitian ini menggunakan PLS-SEM untuk mengetahui pengaruh antar variabel. Hasil penelitian ini menemukan bahwa keunggulan bersaing berhasil memediasi antara chef-preneur terhadap kinerja rumah makan di Kota Medan dan diketahui bahwa pengaruh chef-preneur terhadap kinerja rumah makan memiliki pengaruh yang paling kuat. Penelitian ini berimplikasi pada pelaku bisnis rumah makan di Kota Medan harus meningkatkan chef-preneur untuk terus berinovasi dalam meningkatkan keunggulan bersaingnya. Penelitian ini berimplikasi kepada pelaku usaha rumah makan di Kota Medan harus meningkatkan chef-preneur untuk terus berinovasi dalam meningkatkan keunggulan bersaingnya.
Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian Sepeda Roadbike Pada Konsumen Toko Bike Republic Medan Billy Hafiz Yazid; Ihsan Effendi; Syafrida Hafni Sahir
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 4 No. 2 (2026): APRIL : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v4i2.2571

Abstract

This study aims to analyze the effect of product quality and brand image on purchasing decisions of road bike consumers at Bike Republic Store Medan. This research uses a quantitative approach with a causal associative method. The research data were obtained through the distribution of questionnaires to 90 respondents who were consumers of Bike Republic Store Medan using a purposive sampling technique. The data analysis method used is multiple linear regression analysis with classical assumption tests, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results show that partially product quality has a positive and significant effect on purchasing decisions with a t-count value of 2.989 which is greater than the t-table value of 1.987 and a significance value of 0.004 < 0.05. Brand image also has a positive and significant effect on purchasing decisions with a t-count value of 4.195 which is greater than the t-table value of 1.987 and a significance value of 0.000 < 0.05. Simultaneously, product quality and brand image have a positive and significant effect on purchasing decisions with an F-count value of 90.223 which is greater than the F-table value of 3.951 and a significance value of 0.000 < 0.05. In addition, the coefficient of determination shows an R Square value of 0.670, which means that product quality and brand image are able to explain purchasing decisions by 67%, while the remaining 33% is influenced by other variables outside this study.
Co-Authors Agung Triayudi Anik Ratnawati Ari Riswanto, Ari Athifah Zalfa Lesmana Atika Ramadhani Billy Hafiz Yazid Dahrul Siregar Dedi Putra Denissa Aldana Dewi Anggraini Eka Dewi Setia Tarigan Eka Pratiwi Sumantri Fahlevi, Mochammad Faurani Santi Singagerda Fitriani Tobing Franstama Pardamean Haryono, Rocky Ickhsan, Muhammad Ihsan Effendi Isnaniah Isnaniah Jilensiulina, Dat Ita Kersna Minan Kornelius Kurniaman Waruwu Lanna Sari Juliana Pasaribu Made Susilawati Manullang, Nancy Feronika Mayzira, Chantika Mesran, Mesran Muhammad Dharma Tuah Putra Nasution Muljanto Siladjaja Muprihan thaib Nasution, Amelia Andari Wicaksana Nelly Khairani Daulay Noer Soetjipto Nur Aisyah Nursalmah, Vicky Yasmin R Rosmawati Rajagukguk, Masri Rani Putri Debora Sitinjak Rohminatin, Rohminatin Rosmawati Rosmawati Rosmawati Rosmawati Sania Tri Nurhayati Sinaga, Rian Arke Sipayung, Hotdyavia Ira Lesiana Siti Alhamra Salqaura Siti Sabrina Salqaura Suginam Suginam Supriyanto Susilo, Dwi Ermayanti Syafrizal Helmi Situmorang Tohap Parulian Try Koryati Wan Suryani Yossie Rossanty