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All Journal JURNAL LENTERA : Kajian Keagamaan, Keilmuan dan Teknologi JOURNAL OF SCIENCE AND SOCIAL RESEARCH Journal of Humanities and Social Studies Journal Of Management Science (JMAS) Jurnal Mantik International Journal of Economics Development Research (IJEDR) Enrichment : Journal of Management Jurnal Manajemen Bisnis Eka Prasetya Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal IPTEK Bagi Masyarakat Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Minfo Polgan (JMP) Journal of Social Studies, Arts and Humanities (JSSAH) Jurnal Pengabdian Masyarakat Inovasi Journal of Management Analytical and Solution Outline Journal of Management and Accounting Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Eastasouth Journal of Effective Community Services Jurnal Pengabdian Pada Masyarakat METHABDI Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Ilmiah Research Student Jurnal Sains Student Research Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Gudang Jurnal Pengabdian Masyarakat Jurnal Manajemen dan Pendidikan Agama Islam Economic: Journal Economic and Business Journal Of Management Analytical and Solution (JoMAS) JURNAL AKADEMIK EKONOMI DAN MANAJEMEN PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Manajemen Bisnis Digital Terkini Menulis: Jurnal Penelitian Nusantara Ekopedia: Jurnal Ilmiah Ekonomi Economics and Digital Business Journal Brilliant International Journal of Management and Tourism
Pesta Gultom
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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Digital Marketing Strategy for Gen-Z: A Mathematical Modelling Approach on the Impact of Influencer Marketing and Customer Experience on Skincare Purchase Decision Pesta Gultom; Tri Wulandari; Tan Kim Hek
Journal Of Management Analytical and Solution (JoMAS) Vol. 6 No. 2 (2026): Journal of Management Analytical and Solution (JoMAS)
Publisher : TALENTA Publisher, Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jomas.v6i2.25510

Abstract

Generation Z is a digital consumer group that has a significant influence on market direction, especially in the beauty and skincare industry. Their characteristics of being closely connected to social media, responsive to trends, and having a preference for social values and personalization, demand more adaptive marketing strategies. Influencer marketing and customer experience are two strategies frequently used to reach this group. However, the relative effectiveness of each strategy remains an open question, especially in a local context such as Medan City. Therefore, this study is important to provide a data-based understanding of the influence of these two factors on skincare purchasing decisions, while identifying the most dominant variables. This study aims to: (1) analyze the influence of influencer marketing on skincare purchasing decisions among Generation Z in Medan City; (2) analyze the influence of customer experience on purchasing decisions; and (3) examine the dominant factors that influence these decisions. The method used is a quantitative approach with a purposive sampling technique, through the distribution of closed questionnaires. The collected data will be analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS software because the variables studied are latent variables. The research results can be concluded that: (a) Influencer marketing has been shown to have a significant influence on skincare purchases among Gen-Z, and (b) Customer experience also has a significant influence on purchasing decisions.
Pengaruh Promosi Penjualan dan Scarcity Message terhadap Impulse Buying pada Marketplace Fashion Shopee (Studi Literatur Review) Michael Larry Harianto; William; Pesta Gultom
Menulis: Jurnal Penelitian Nusantara Vol. 2 No. 5 (2026): Menulis - Mei
Publisher : PT. Padang Tekno Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/menulis.v2i5.1162

Abstract

Pertumbuhan marketplace digital telah mengubah pola perilaku konsumen, khususnya dalam pembelian produk fashion secara online. Shopee sebagai salah satu marketplace yang banyak digunakan di Indonesia memanfaatkan berbagai strategi pemasaran untuk menarik perhatian konsumen, seperti promosi penjualan dan scarcity Message. Konsep promosi penjualan dalam penelitian ini mengacu pada penelitian “Pengaruh Promosi Penjualan dan Shopping Lifestyle terhadap Impulse Buying pada Pengguna Shopee” yang menjelaskan bahwa pemberian diskon, voucher, cashback, dan penawaran terbatas mampu meningkatkan ketertarikan konsumen untuk melakukan pembelian secara spontan (Suharyanto & Y.F, 2025). Sementara itu, konsep scarcity message mengacu pada jurnal “Pengaruh Scarcity Message dan Discount terhadap Impulse Buying pada Shopee” yang menjelaskan bahwa. Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan dan scarcity message terhadap impulse buying pada marketplace fashion Shopee (Budiman et al., 2021). Metode penelitian yang digunakan adalah literatur review dengan menganalisis dan mensintesis sepuluh jurnal ilmiah terdahulu yang relevan, diterbitkan dalam rentang tahun 2021 hingga 2026. Hasil penelitian menunjukkan bahwa promosi penjualan dan scarcity message memiliki pengaruh positif dan signifikan terhadap impulse buying. Hal tersebut mengindikasikan bahwa strategi pemasaran yang mampu menciptakan daya tarik emosional dan rasa takut kehilangan kesempatan dapat meningkatkan kecenderungan konsumen melakukan pembelian impulsif pada marketplace fashion.
Pengaruh Strategi Branding dan Penggunaan Sosial Media terhadap Peningkatan Penjualan di UMKM Kuliner di Medan Tembung Raja Pratama Winfrid Hasibuan; Pesta Gultom; Lisa Elianti
Jurnal Minfo Polgan Vol. 15 No. 1 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i1.16110

Abstract

This study aims to analyze the effect of branding strategies and social media usage on sales growth among culinary MSMEs in Medan Tembung. Indonesia has significant potential in the Micro, Small, and Medium Enterprises (MSME) sector, which plays a vital role in driving the national economy. The success of MSMEs is often reflected in increased sales, as it indicates the ability of businesses to meet consumer needs and maintain sustainability. Sales growth can be influenced by several factors, including the implementation of effective branding strategies and the optimal use of social media as a promotional and communication tool. This research adopts a quantitative approach, utilizing both primary and secondary data. The sample consists of 72 culinary MSME owners in Medan Tembung. Data were collected through questionnaires using a Likert scale, supported by interviews and documentation. Data analysis was conducted using SPSS version 25, including validity, reliability, normality, multicollinearity, and heteroscedasticity tests, as well as multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings reveal that branding strategies have a positive and significant effect on sales growth, and social media usage also has a positive and significant effect on sales growth. Simultaneously, both variables significantly influence sales growth. The Adjusted R-Square value of 0.545 indicates that 54.5% of the variation in sales growth is explained by branding strategies and social media usage, while the remaining 45.5% is influenced by other factors outside this study.
Pengaruh Kecintaan Merek dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Produk Fashion Lokal Dame Lamtama Panjaitan; Silfia Paramita; Pesta Gultom
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 4 No. 2 (2026): Juni: Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v4i2.2569

Abstract

This study aims to analyze the influence of brand love and customer satisfaction on customer loyalty toward local fashion products. The rapid growth of the local fashion industry in Indonesia has created intense competition among fashion brands. This condition encourages fashion companies not only to focus on product quality but also to build emotional relationships with consumers in order to create customer loyalty. Customer loyalty is an important factor because loyal customers tend to make repeat purchases, recommend products to others, and remain resistant to competitor brands. The research method used in this study is a literature review method by examining various national and international journals related to brand love, customer satisfaction, and customer loyalty in the fashion industry. The literature sources were obtained from journals indexed by SINTA and SCOPUS within the last ten years. The data were analyzed by identifying theories, concepts, research findings, and relationships between variables related to customer loyalty. The results of the study indicate that brand love has a positive influence on customer loyalty because strong emotional relationships encourage consumers to continue using a particular brand in the long term. In addition, customer satisfaction also has a positive effect on customer loyalty because consumers who are satisfied with product quality and services tend to trust and remain loyal to the brand. Therefore, local fashion companies need to improve product quality, services, and marketing strategies to create emotional relationships and customer satisfaction in order to increase customer loyalty.
Implementasi Green Economy melalui Pelatihan Pengolahan Beras Menir Menjadi Susu Beras di Desa Pematang Johar Pesta Gultom; Desma Erica Maryati Manik; Elisabeth Nainggolan; Irvan Rolyesh Situmorang
Jurnal Pengabdian Pada Masyarakat METHABDI Vol 6 No 1 (2026): Jurnal Pengabdian Pada Masyarakat METHABDI
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/methabdi.Vol6No1.pp25-29

Abstract

One of the MSMEs in Pematang Johar village is agriculture. Rice yields are abundant, with the potential to produce approximately 12,250 tons per harvest season. This harvest undergoes a post-harvest process that ultimately produces rice, and the remaining rice milling residue becomes rice grits. The goal of this Community Service Program (PKM) activity is to utilize the rice grits from the rice milling process to create a nutritious and economically valuable rice milk product for the agripreneur community. The PKM activity utilizes the Participatory Action Research (PAR) method, positioning the agripreneur community in Pematang Johar village not only as objects but also as active subjects or partners. The results of this activity have a positive impact, reducing crop waste, making it more useful and improving the well-being of the Pematang Johar community.
Pelatihan Pemasaran Digital Berbasis Green Economy Untuk Meningkatkan Nilai Tambah Produksi Hasil Tani Desa Pematang Johar Pesta Gultom; Jeudi Agustina Taman Parulian Sianturi; Sipnarong Kanchawongpaisan; Mhd. Ihsan
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.513

Abstract

Dalam rangka melaksanakan salah satu pilar penting pendidikan tinggi Indonesia di kancah internasional, Sekolah Tinggi Ilmu Ekonomi Eka Prasetya berkolaborasi dengan, Universitas Methodist Indonesia, Shinawatra University Thailand,  dan mahasiswa melaksanakan Pengabdian kepada Masyarakat (PkM) Internasional.  Yang menjadi mitra PkM internasional ini para ibu-ibu PKK desa Pematang Johar. Kegiatan PkM Internasional ini sudah menjawab kebutuhan ibu-ibu PKK desa Pematang Johar, khususnya untuk memperkenalkan produk kreatif hasil  keterampilan para ibu-ibu PKK dan memasarkannya secara online melalui penggunaan platform digital yang berbasis ekonomi hijau (green economy).
PENGARUH PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI PT. INDAH SAKTI MOTORINDO Hommy Dorthy Ellyany Sinaga; Pesta Gultom; Suhpina Suhpina
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 7 No. 1 (2024): February 2024
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v7i1.1710

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Promosi dan Citra Merek terhadap Keputusan Pembelian sepeda motor Honda di PT. Indah Sakti Motorindo baik secara parsial dan juga simultan. Penelitian ini menggunakan metode deskriptif dan kuantitatif serta sumber data berupa data primer dan sekunder. Populasi yang ditetapkan dalam penelitian adalah keseluruhan konsumen yang melakukan pembelian sepeda motor Honda pada tahun 2022 dengan jumlah sampel ditetapkan sebanyak 95 orang. Dari hasil pengujian hipotesis diperoleh bahwa variabel Promosi dan citra merek tidak berpengaruh terhadap Keputusan Pembelian sepeda motor merek Honda di PT. Indah Sakti Motorindo baik secara parsial dan juga secara simultan.
WORKSHOP PEMBUATAN SUSU BERAS FORTIFIKASI DALAM UPAYA PERINTISAN USAHA DI DESA PEMATANG JOHAR Elisabeth Nainggolan; Desma Erica Maryati; Pesta Gultom; Joni Joni
Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Vol. 4 No. 2 (2024): Desember 2024
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jpstm.v4i2.2497

Abstract

Abstract: Community service is one of the Tri Dharma of Higher Education which is carried out as a form of contribution from academics, namely lecturers and students, to community development, which can be done through providing training in creative economic practices to improve people's skills which can be used as a basis for becoming MSMEs. The contribution of MSMEs to Indonesia's Gross Domestic Product (GDP) is quite large, therefore it is very important to have creativity and skills that can be used as capital in starting a business. Utilizing the local wisdom of an area into creative products with economic value is very necessary to create new businesses. Fortified Rice Milk is a creative product that can be made using rice as raw material. Pematang Johar Village is one of the villages in the city of Medan that produces rice. This workshop on making fortified rice milk aims to provide training that can improve the skills of housewives in Pematang Johar village as capital in starting a business.Keyword: fortified milk; rice; creative economy, MSMEs Abstrak: Pengabdian kepada masyarakat adalah salah satu dari Tri Dharma Perguruan Tinggi yang dilakukan sebagai bentuk kontribusi akademisi yaitu dosen dan mahasiswa untuk pengembangan masyarakat yang bisa dilakukan lewat pemberian pelatihan praktik ekonomi kreatif untuk meningkatkan keterampilan masyarakat yang bisa dijadikan dasar untuk menjadi pelaku UMKM. Kontribusi UMKM terhadap Produk Domestik Bruto (PDB) Indonesia cukup besar karena itu penting sekali untuk memiliki kreatifitas dan keterampilan yang dapat dijadikan sebagai modal dalam merintis usaha. Pemanfaatan kearifan lokal suatu daerah menjadi produk kreatif yang bernilai ekonomis sangat diperlukan untuk mewujudkan usaha baru. Susu Beras Fortifikasi merupakan salah satu produk kreatif yang dapat dibuat menggunakan bahan baku beras. Desa Pematang Johar adalah salah satu desa di kota Medan yang menghasilkan beras. Workshop pembuatan susu beras fortifikasi ini bertujuan untuk memberikan pelatihan yang dapat meningkatkan keterampilan ibu rumah tangga di desa Pematang Johar sebagai modal dalam merintis usaha.Kata kunci: susu fortifikasi; beras; ekonomi kreatif, UMKM
Co-Authors Adania Telaumbanua Afrizal Alda Claudia Sagala Alfian Almerisa Novianti Br Tarigan Almunawar Almunawar Alvin Alvin Angelica O. Tamba Angerago Firman Ndraha Angga, Ivone Anggi Br Tarigan Anita K. Halawa Anna Annisaul Karimah Arelina Br Ginting Artan, Silvia Artan, Silvina Aurelia Bastian S. Surbakti Bena Br. Ginting Bernadetha Manurung Betania Gulo Calvin Andriono Abednego Chairuna Chairuna Chandra, Deddy Chandra, Surya Choumuangpuak, Ronaldo Christy H. Tambunan Claudie Claudie Tiofanny Cynthia Bella Dame Lamtama Panjaitan Darniati br Sitorus Dea Nabila Putri Debora Br. Purba Deby Intan D. Gultom Delamin br Sembiring Desma Erica Maryati Manik Dewi Sinta Sianipar Dovean, Dovean Edison Simamora Ekin Geronimo Eliajar Julius Otniel Perangin-Angin Elisabeth Nainggolan Elisma Putri Br Barus Elizabeth Maretha Marbun Emriahta Br Damanik Ester Sabrina Aruan Felix Fenny Fenny Fernando Fery Wahyudi Firdan Hidayat Fransiska Tamara Br Simbolon Friska Canserina Aritonang Frizkha Hariana Gea, Sanderwan Kristian Grace Lestari Putri Keisha Aritonang halim, cheviria Haubu, TJ. Hek, Tan Kim Hermelina Ekasari br Tarigan Hoki, Fernando Hommy Dorothy Ellyany Sinaga Hommy Dorthy Ellyany Sinaga Honesty Sembiring Jack Karnadi Janes A. Nehe Jennifer Leslie Jesslyn Calista Jeudi A. T. P. Sianturi Joni Joni Jupita Mariana Manullang Kevinli Leonardi, Nicholas Linca Narsi Patresya Tamba Lisa Elianti Nasution Lubis, Rahma Safitri Lucky Tiur A. Marbun Luckyanto, Marvin M. Fahrial Aldi Maria Lumbanbatu Mariani Ginting Marlo Novino Marthalena Melly A. Laia Melyani Melyani Mhd. Ihsan Michael Larry Harianto Michael Lee Manurung Monica, Cencen Muhammad Ali Akbar Nainggolan, Elisabet Netrika Sari Zalukhu Noor, Muhammad Rafif Octoria Hulu, Publius Okta Feryanus Tarigan Panglima Martin Sitepu Petrus Loo Prycillia Putri Dwi Vani Purba, Angel Theresia Putri Jelita Rahmad Dianta Purba Raja Pratama Winfrid Hasibuan Rasti Purba Rebeka Oktavia Purba Rey Timotius Banjarnahor Ribka Callista Simangunsong Ribka Nduru Rima Sapira Sarah Fadhia Sartika Mayang Sari Seeffany Sabatini Br Samosir Selamat Sembiring, Dinaria br Shakilla Putri Nazwa shendy Shilvia Maria A. Siagian Shiny Rose Narit Sianturi, Richardo Aprianto Silfia Paramita Sinaga, Hommy Dorthy Ellyany Sipnarong Kanchawongpaisan Situmorang, Irvan Rolyesh Sri Rezeki Stefany Gloria Br Manullang stephanie stephanie Suhpina Suhpina Susan Grace V Nainggolan Sutantio, Andy Tanaka, Leony Tiara Sopianta Samosir Tri Wulandari Utami, Mulia Vasco Mario Prasetio Vasly, Aurelia Vesuvius, Deric Vio Renawati Viona Anggraini br Ketaren Wany Wany Widalicin Januarty Wilbert Wilbert William Winda Rosianna Tampubolon Windi Felisah Manalu Yesi Septiani Yokhebeb Zega Yulvitriyani Br Sebayang zalogo, zaruwarnas