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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JOURNAL OF APPLIED BUSINESS ADMINISTRATION Dinasti International Journal of Education Management and Social Science International Journal of Economics Development Research (IJEDR) JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Enrichment : Journal of Management Jurnal Manajemen Bisnis Eka Prasetya Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Penelitian Inovatif Jurnal IPTEK Bagi Masyarakat JRMB (JURNAL RISET MANAJEMEN & BISNIS) Jurnal Locus Penelitian dan Pengabdian Jurnal Pengabdian Masyarakat Inovasi Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Eastasouth Journal of Effective Community Services Priviet Social Sciences Journal Jurnal Pengabdian Pada Masyarakat METHABDI Journal Of Indonesian Social Society Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies West Science Interdisciplinary Studies Gudang Jurnal Pengabdian Masyarakat Jurnal Manajemen Bisnis Era Digital Journal of Social Work and Science Education PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Pengabdian Masyarakat Eka Prasetya Jurnal Ekonomi, Manajemen, Akuntansi Menulis: Jurnal Penelitian Nusantara Outline Journal of Community Development
Desma Erica Maryati Manik
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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Enhancing Consumer Purchase Decisions: The Role of Servicescape, Content Marketing, and Experiential Marketing in Urban Street Food Businesses Sagala, Alda Claudia; Afrizal, Afrizal; Nasution, Lisa Elianti; Manik, Desma Erica Maryati
International Journal of Economics Development Research (IJEDR) Vol. 7 No. 2 (2026): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v7i2.11109

Abstract

The café business in Medan is rapidly growing, but increasing competition demands greater innovation in attracting consumers. Warkop & Fresh Milk Kakilima has experienced a decline in sales from 2021 to 2025, indicating a decrease in consumer purchase decisions. This is suspected to be influenced by suboptimal servicescape, content marketing, and experiential marketing, as supported by pre-survey results showing consumer dissatisfaction. Therefore, this study aims to analyze the influence of these three variables on consumer purchase decisions. The population in this study includes all consumers visiting Warkop & Fresh Milk Kakilima, whose exact number cannot be determined. Considering the uncertainty of the population size and the fluctuation of visiting consumers, the sample size was determined based on Hair’s recommendation. Therefore, the researcher decided to use 170 respondents as the research sample. The sampling technique applied is accidental sampling, which involves selecting respondents who are encountered by chance and are willing to participate. Based on the research results, it can be concluded that partially, servicescape, content marketing, and experiential marketing each have a positive and significant influence on purchase decisions at Warkop & Fresh Milk Kakilima Medan, as indicated by the t-value being greater than the t-table value. In addition, simultaneously, these three variables also have a significant effect on purchase decisions, as evidenced by the F-value being greater than the F-table value.
Digital Marketing Transformation in SMEs: Its Impact on Competitive Advantage Desma Erica Maryati Manik; Sri Rezeki; Elisabeth Nainggolan; Susan Nainggolan
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6733

Abstract

This study aims to examine the impact of digital marketing transformation on the competitive advantage of small and medium-sized enterprises, with digital capability and customer engagement as supporting constructs, with marketing managerial competence as a mediating variable and digital marketing capability as a moderating variable. A quantitative approach with an explanatory research design was employed. Data were collected from MSME owners and managers using a structured questionnaire and analyzed using SEM-PLS. The findings reveal that market orientation and product differentiation have a positive and significant effect on marketing managerial competence, while marketing innovation does not show a significant effect. Product differentiation is identified as the most dominant factor influencing managerial competence. Furthermore, marketing managerial competence and digital marketing capability significantly enhance MSME marketing performance. In terms of indirect effects, marketing managerial competence mediates the relationship between product differentiation and marketing performance but does not mediate the effects of market orientation and marketing innovation. The moderating role of digital marketing capability is not supported, indicating that it functions primarily as a direct determinant of performance. This study contributes to the integration of competitive strategy and resource-based perspectives in explaining MSME performance. The findings highlight the importance of strengthening managerial competence and product differentiation as key drivers of sustainable marketing performance in MSMEs.
Pengaruh Promosi dan Kepercayaan Konsumen terhadap Keputusan Pembelian pada Usaha Dagang Deni Motor Edison Simamora; Sri Rezeki; Desma Erica Maryati Manik; Isra Rafika Sihombing; Dian Setyorini
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 6 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i6.5782

Abstract

Penurunan efektivitas kegiatan promosi dan berkurangnya kepercayaan konsumen, yang dipicu oleh ketatnya persaingan di industri perdagangan sepeda motor, memberikan dampak nyata terhadap keputusan pembelian di Usaha Dagang Deni Motor. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk menguji bagaimana promosi dan tingkat kepercayaan konsumen memengaruhi keputusan pembelian di tempat usaha tersebut. Sebanyak 130 responden telah berpartisipasi dalam penelitian kuantitatif ini melalui teknik pengambilan sampel kebetulan atau accidental sampling. Informasi dan data dikumpulkan melalui kuesioner dengan pengukuran skala Likert, yang selanjutnya dianalisis dengan alat statistik regresi linier berganda. Temuan penelitian mengungkapkan bahwa baik secara individu maupun bersama-sama, variabel promosi dan kepercayaan konsumen memiliki pengaruh yang signifikan terhadap keputusan pembelian. Berdasarkan nilai koefisien determinasi (R²) yang mencapai 0,976, dapat disimpulkan bahwa 97,6% variabilitas keputusan pembelian dipengaruhi oleh kedua faktor tersebut, dengan kepercayaan konsumen memberikan kontribusi yang sedikit lebih dominan dibandingkan promosi. Maka dari itu, pembenahan pada strategi pemasaran yang efektif serta penguatan rasa percaya pelanggan merupakan kunci utama untuk meningkatkan keputusan pembelian pada Usaha Dagang Deni Motor.
The Influence of Rational Content Marketing and Brand Image on PYARY Consumer Loyalty: Pengaruh Rational Content Marketing dan Citra Merek terhadap Loyalitas Konsumen PYARY Aurelia; Desma Erica Maryati Manik
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.327

Abstract

This study aims to analyze the influence of Rational Content Marketing and Brand Image on Consumer Loyalty of PYARY soap products in Medan City. The research method used is quantitative by distributing questionnaires to 219 respondents, and data processing using validity tests, reliability, multiple linear regression analysis, t test, F test, and coefficient of determination. The results of the study indicate that Rational Content Marketing partially has no positive and significant effect on Consumer Loyalty, with a calculated t value of 0.475 <ttable 1.652 and a significance of 0.635> 0.05. On the other hand, Brand Image has a positive and significant effect with a calculated t value of 4.865> ttable 1.652 and a significance of 0.000 <0.05. Simultaneously, both variables have a significant effect on Consumer Loyalty with a calculated F value of 79.597> Ftable 3.04 and a significance value of 0.000 <0.05. The coefficient of determination (R²) of 0.424 shows that 42.4% of the variation in Consumer Loyalty is influenced by Rational Content Marketing and Brand Image, while 57.6% is influenced by other factors outside the research.
Analysis of Financial Technology and Green Marketing On Brand Loyalty (Study Case on Starbucks Multatuli Medan Branch): Analisis Pengaruh Teknologi Finansial dan Pemasaran Hijau terhadap Loyalitas Merek (Studi Kasus Starbucks Cabang Multatuli Medan) Elbert Lie; Desma Erica Maryati Manik
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.331

Abstract

In today's digital world, alongside worldwide problems like environmental harm from human actions and rising global temperatures, there's a growing understanding of the need to protect our environment. The extensive reporting on waste-related issues has captured widespread attention, leading to heightened public worry and greater environmental consciousness. This situation has motivated businesses to actively participate in environmental preservation efforts, working alongside the community. This research seeks to determine how financial technology impacts brand loyalty, to explore green marketing's effect on brand loyalty, and to assess the combined effect of financial technology and green marketing on brand loyalty. This study will survey all Starbucks customers in 2024, using a sample group of 160 individuals, obtained using Hair et al collected using questionnaire. The study's findings indicate that both financial technology and green marketing independently influence brand loyalty to some extent, and that together, they have a combined impact on brand loyalty partially or simultaneously.
Analysis of the Influence of Fintech and Investor Trust on Investment Interest in Fore Coffee's e-IPO: Analisis Pengaruh Fintech dan Kepercayaan Investor terhadap Minat Investasi pada e-IPO Fore Coffee Dharmawan; Desma Erica Maryati Manik
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.334

Abstract

The evolution of financial technology has revolutionized how individuals engage with monetary offerings, encompassing investment avenues. Because of the proliferation of diverse digital platforms offering investment options, people can now execute financial dealings with enhanced swiftness and effectiveness. The latest advancement in the realm of investment is the e-IPO or electronic initial public offering. This study delves into the influence of financial technology on the degree of investment interest in Fore Coffee's e-IPO, the impact of investor confidence on the propensity to invest in Fore Coffee's e-IPO, and how financial technology and investor trust collectively shape investment interest in Fore Coffee's e-IPO. The total population considered for this study encompassed all FORE Coffee investors, without a clearly defined count of respondents, with a sample group consisting of 130 individuals. The study's outcomes reveal that financial technology and investor trust significantly affect investment interest in Fore Coffee's e-IPO. Based on the t-test outcomes, both financial technology and investor trust exhibit a positive and significant influence on investment interest in Fore Coffee's e-IPO. The findings from the F-test demonstrate that financial technology and investor trust concurrently generate a positive and significant impact on investment interest in Fore Coffee's e-IPO. The extent of the combined effect of financial technology and investor trust on investment interest is quantified at 83.1%.
The Impact of Green Marketing and Artificial Intelligence on Interest in Using the Grab Indonesia Application: Dampak Green Marketing dan Artificial Intelligence Terhadap Minat Penggunaan Aplikasi Grab Indonesia Albert Nicholas; Desma Erica Maryati Manik
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.343

Abstract

It is impossible to stop advances in technology; instead, they should be improved to make things easier for those who use technology. The quick rise of digital technology has caused big changes in many fields, like transportation and delivery services that use application. In Indonesia, Grab is one of the first companies to offer transportation, food delivery, and digital payment services. This research looks at how green marketing and artificial intelligence affect people's interest in using the Grab Indonesia application. People who had used Grab in the last 30 days made up the study group, with an unknown number, and a sample of 120 people was taken using Hair et al.'s method. The study's findings show that green marketing has some effect on people's interest in using Grab. According to the study's findings, using artificial intelligence has a partial impact on people's interest in using Grab. The research also shows that green marketing and artificial intelligence together affect people's interest in using Grab.
Pengaruh Online Review dan Product Rating terhadap Keputusan Pembelian pada Produk Elektronik di Tokopedia Vivi Vivi; Steven Steven; Desma Erica Maryati Manik
Jurnal Manajemen Bisnis Era Digital Vol. 3 No. 2 (2026): Mei : Jurnal Manajemen Bisnis Era Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumabedi.v3i2.1332

Abstract

This study is motivated by the dynamic changes in digital consumer behavior in e-commerce, particularly in the purchase of electronic products through the Tokopedia platform. The study aims to analyze and synthesize the influence of online reviews and product ratings on purchase decisions using a systematic literature review approach. The method involves a comprehensive examination of global and local scientific literature, with a focus on peer-reviewed journals and empirical studies published between 2021 and 2026. The findings indicate that online reviews and product ratings are capable of reducing consumer uncertainty as well as the functional risks associated with electronic products. Empirical evidence over the past decade suggests that high ratings can build initial confidence in brand quality, while detailed reviews provide crucial technical validation for potential buyers. Overall, these two indicators work synergistically to strengthen consumer trust and serve as key determinants in the final stage of the purchasing decision. The implications suggest that e-commerce platforms and sellers need to prioritize the management of user-generated content and maintain transparency in reputation to remain competitive in a market increasingly reliant on the credibility of online information.
Pengaruh Rasa Produk Dan Variasi Menu Terhadap Loyalitas Pelanggan Pada Usaha Kuliner Michael Binong Jaya Pakpahan; Yoel Andos Simanullang; Rizki Ramadhan; Desma Erica Maryati Manik
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.v2i5.1154

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh rasa produk dan variasi menu terhadap loyalitas pelanggan pada usaha kuliner melalui pendekatan Systematic Literature Review (SLR). Loyalitas pelanggan menjadi faktor penting dalam mempertahankan keberlangsungan usaha kuliner di tengah persaingan bisnis yang semakin ketat. Penelitian ini menggunakan data sekunder yang diperoleh dari jurnal ilmiah nasional periode 2016–2026 melalui Google Scholar, Garuda Kemdikbud, dan SINTA. Proses seleksi literatur dilakukan melalui tahapan identifikasi, skrining, evaluasi kualitas, dan sintesis data. Hasil kajian menunjukkan bahwa rasa produk dan variasi menu secara konsisten berpengaruh positif terhadap kepuasan dan loyalitas pelanggan. Rasa produk menjadi faktor dominan yang membentuk kepuasan pelanggan melalui konsistensi cita rasa, sedangkan variasi menu berperan dalam meningkatkan daya tarik dan mengurangi kejenuhan pelanggan. Selain itu, kepuasan pelanggan terbukti berperan sebagai variabel mediasi yang memperkuat hubungan antara rasa produk, variasi menu, dan loyalitas pelanggan. Penelitian ini memberikan implikasi bahwa pelaku usaha kuliner perlu menjaga kualitas rasa serta melakukan inovasi menu secara berkelanjutan guna meningkatkan loyalitas pelanggan
Service quality and consumer trust as determinants of customer satisfaction: Evidence from an automotive showroom in Medan Rima Sapira; Sri Rezeki; Desma Erica Maryati Manik; Isra Rafika Sihombing; Dian Setyorini
Journal of Applied Business Administration Vol 10 No 1 (2026): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.12813

Abstract

Consumer satisfaction in the automotive retail sector is shaped by both operational and relational service factors, yet empirical evidence integrating these mechanisms in the Indonesian two-wheeler showroom context remains scarce. Against a backdrop of year-to-year sales variation at Yamaha Motor Showroom Branch Klambir V in the Medan–Deli Serdang corridor, this study examines the effects of service quality and consumer trust on customer satisfaction. A quantitative cross-sectional survey design was employed with 150 respondents selected through purposive sampling. Data were collected using a structured questionnaire measured on a five-point Likert scale. Instrument validity was assessed via Corrected Item-Total Correlation and reliability via Cronbach’s Alpha; classical assumption tests (normality, multicollinearity, and heteroskedasticity) preceded multiple linear regression. All instruments were valid and reliable (α > 0.80). Regression results indicated that service quality (β = 0.497, t = 8.121, p < 0.001) and consumer trust (β = 0.473, t = 7.734, p < 0.001) each exerted a positive and significant effect on customer satisfaction, and jointly explained 44.3% of its variance (F = 60.186, p < 0.001, Adjusted R² = 0.443). Theoretically, the study extends the SERVQUAL and commitment–trust frameworks by demonstrating that an operational construct (service quality) and a relational construct (trust) function as comparably strong, complementary determinants of satisfaction within a single bounded automotive-retail setting—a context in which the two have rarely been tested jointly. Practically, management is advised to invest in service training, strengthen the service environment, and improve communication transparency to sustain consumer trust and satisfaction.
Co-Authors Abd.Rashid, Muhammad Hafiz Afiani, Ayu Afrizal Afrizal Afrizal Albert Nicholas Alda Claudia Sagala Angel Angel Angga, Ivone Angkasa, Eric Arief Yanto Rukmana Aurelia Ayu Afiani Dea Nabila Putri Dharmawan Dian Setyorini Edison Simamora Elbert Lie Elisabeth Nainggolan Eric Angkasa Erveni Eva Yuniarti Utami evan jaelani Fani, Stefanie Felix Frans Sudirjo Gea, Sanderwan Kristian Giang, Phan Bao Herlambang, Albert Herni Suryani Hoki, Fernando Hommy Dorthy Ellyany Sinaga Hommy Dorthy Ellyany Sinaga Hommy Dorthy Ellyany Sinaga Hommy DorthyEllyany Sinaga Hommy Dorty Ellyany Sinaga Ihdina Gustina Irawati, Novica Isra Rafika Sihombing Jefri Joni Joni Joni Joni Joni Joni Kanchawongpaisan, Sipnarong Linda Wahyu Marpaung Lisa Elianti Nasution Marwan Abu Bakar Michael Binong Jaya Pakpahan Muammar Rinaldi Muhamad Ammar Muhtadi Muhammad Hafiz Abd.Rashid Muhammad Hafiz Abd.Rashid muji Rahayu Nainggolan, Elisabet Nasution, LIisa Elianti nicky Novica Irawati Pesta Gultom Petrus Loo Phan Bao Giang Rima Sapira Rizki Ramadhan Roosganda Elizabeth ROOSGANDA ELIZABETH Safii Siregar Sagala, Alda Claudia Siagian, Yessica Sinaga, Hommy Dorthy Ellyany Sipnarong Kanchawongpaisan Situmorang, Irvan Rolyesh Sri Rezeki Sri Rezeki Sri Rezeki Sri Rezeki Sri Rezeki Sri Rezeki Sri Rezeki Steven Alfando Steven Steven Susan Grace V Nainggolan Susan Nainggolan Syahnaya Syahnaya Tannaldy, Jaccyn Tiffany Tiffany Tiffany, Tiffany Tjuang, VALESIA TJUANG Tran Le Duyen Utami, Eva Yuniarti Vanessa Valantis Venny Waty Vivi Vivi Waty, Venny Widalicin Januarty Yana Priyana Yessica Siagian Yoel Andos Simanullang Yulvitriyani Br Sebayang