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Analysis Of The Influence Of Marketing And Communications Consumer Loyalty Towards Decisions Buy Products At PT. Kingled Indonesia Medan Agusman, Agusman; Sofyan, Silvia; Robin, Robin
Indonesian Journal of Economics, Social, and Humanities Vol 6 No 3 (2024)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijesh.6.3.273-286

This research aims to determine the influence of marketing communications and consumer loyalty towards the decision to buy products at PT Kingled Indonesia. The data collection method uses a questionnaire. The questionnaire has been tested validity and reliability before collecting research data. Data analysis The technique in this research uses classical and multiple linear assumption tests regression analysis. The research results show that marketing communications are partially positive and significant influence on purchasing decisions. This is proven by the tcount value of 4.024 > from ttable it is 1.661 and the significant value is below 0.1, namely 0.000. When Consumer loyalty partially has a positive and significant effect on purchasing decisions. This is proven by tcount of 3.801 > from ttable of 1.661 and a significant value below 0.1, namely 0.000. At the same time, marketing communications and Consumer loyalty has a positive and significant effect on purchasing decisions. This is proven by Fcount of 23.930 > Ftable 2.36 and is significant the value is below 0.1, namely 0.000. Meanwhile, the amount of influence given is 34.5%. The rest is influenced by other factors outside this research. This research aims to determine the influence of marketing communications and consumer loyalty towards the decision to buy products at PT Kingled Indonesia. The data collection method uses a questionnaire. The questionnaire has been tested

Pengaruh dari promosi serta penjualan personal terhadap putusan pembelian pada konsumen terhadap bahan bangunan cv. Putra mas pratama medan Sofyan, Silvia; Robin, Robin
Jurnal Ekonomi Bisnis Manajemen Prima Vol. 5 No. 1 (2023): Jurnal Ekonomi Bisnis Manajemen Prima
Publisher : JEBIM Prima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34012/jebim.v5i1.4088

With the help of data gathering techniques like collecting questionnaires, this study sought to understand the degree to which promotion and personal selling have an impact on consumer purchasing decisions for construction material items at CV Putra Mas Pratama. Before gathering information for more in-depth research, the validity and reliability of this questionnaire will be evaluated. The traditional assumption test and multiple linear regression analysis were used as the analysis techniques in this study. The findings of this study will later demonstrate that the influence of promotions and sales can have a favorable and considerable impact on consumers' decisions to buy particular products. This is evident and will be later demonstrated by the tcount results, which are 3.961 > from ttable, which are 1.660, and a meaningful number that is less than 0.1, or 0.000. Although personal selling only little and significantly influences purchasing choices. tcount, which is 3.838 > from ttable, which is 1.660, and a significant value below 0.1, which is 0.000, might later be used to further support this claim. Sales promotion and personal selling combined will be able to influence purchasing decisions favorably and significantly. Fcount, which is 25.430> from Ftable 2.36, and a substantial value below 0.1, which is 0.000, can both support this claim. 34.6% of the influence is given, while the remaining percentage may be influenced by factors unrelated to this study.

A structure model of economic resilience on female single-parent families: The contribution of digital inclusion, financial management and financial trauma Sutanto, Hermawan; Handayani, Fitri; Sofyan, Silvia
Optimum: Jurnal Ekonomi dan Pembangunan Vol. 15 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/optimum.v15i2.14355

Female single-parent households are among the most vulnerable groups to economic shocks due to limited access to resources, decent work, and social protection. Strengthening their economic resilience is therefore a pressing challenge, particularly in the era of digitalization where opportunities and risks coexist.This study aims to examine the role of digital inclusion, financial management, and financial trauma in shaping the economic resilience of female-headed households in Medan.The research contributes to the literature by integrating digital and psychosocial dimensions into a structural model of economic resilience, while also offering evidence-based insights for inclusive empowerment policies.A quantitative approach was employed using a survey of 200 respondents, and data were analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS).The results indicate that digital inclusion significantly improves financial management and directly enhances economic resilience. Financial management mediates the relationship between digital inclusion and economic resilience, showing that digital access only translates into stronger resilience when supported by effective financial practices. Financial trauma, while directly influencing economic resilience, was not found to moderate the link between financial management and resilience.In conclusion, the findings highlight that access to digital technology combined with strong financial management skills is the key to building sustainable economic resilience in female-headed households.

Pengaruh dari promosi serta penjualan personal terhadap putusan pembelian pada konsumen terhadap bahan bangunan cv. Putra mas pratama medan Sofyan, Silvia; Robin, Robin
Jurnal Ekonomi Bisnis Manajemen Prima Vol. 5 No. 1 (2023): Jurnal Ekonomi Bisnis Manajemen Prima
Publisher : JEBIM Prima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34012/jebim.v5i1.4088

With the help of data gathering techniques like collecting questionnaires, this study sought to understand the degree to which promotion and personal selling have an impact on consumer purchasing decisions for construction material items at CV Putra Mas Pratama. Before gathering information for more in-depth research, the validity and reliability of this questionnaire will be evaluated. The traditional assumption test and multiple linear regression analysis were used as the analysis techniques in this study. The findings of this study will later demonstrate that the influence of promotions and sales can have a favorable and considerable impact on consumers' decisions to buy particular products. This is evident and will be later demonstrated by the tcount results, which are 3.961 > from ttable, which are 1.660, and a meaningful number that is less than 0.1, or 0.000. Although personal selling only little and significantly influences purchasing choices. tcount, which is 3.838 > from ttable, which is 1.660, and a significant value below 0.1, which is 0.000, might later be used to further support this claim. Sales promotion and personal selling combined will be able to influence purchasing decisions favorably and significantly. Fcount, which is 25.430> from Ftable 2.36, and a substantial value below 0.1, which is 0.000, can both support this claim. 34.6% of the influence is given, while the remaining percentage may be influenced by factors unrelated to this study.

PENGARUH KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS DI KALANGAN MAHASISWA KAMPUS STMB MULTISMART MEDAN SEBAGAI PENGGUNA MACBOOK) Sofyan, Silvia
Jurnal Manajemen Akuntansi Dan Administrasi Bisnis Vol 5 No 1 (2021): Jurnal Ilmiah SMART
Publisher : Sekolah Tinggi Manajemen Bisnis (STMB) MultiSmart

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62262/jmab.v5i1.217

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan inovasi produk terhadap keputusan pembelian mahasiswa kampus STMB Multismart Medan pada macbook. Metode pengumpulan data dengan kuesioner. Kuesioner di uji validitas dan reliabilitasnya sebelum melakukan pengumpulan data penelitian. Teknik analisis data dalam penelitian ini menggunakan uji asumsi klasik dan analisis regresi linier berganda. Hasil penelitian menunjukkan kualitas produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan thitung sebesar 9,577 > dari ttabel 1,974 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,000. Untuk inovasi produk didapatkan bahwa secara parsial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan thitung sebesar 8,766 > dari ttabel 1,974 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,000. Secara simultan kualitas produk dan inovasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan Fhitung sebesar 166,430 > dari Ftabel 2,66 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,000. Besarnya koefisien dterminasi yang didapat memiliki arti bahwa pengaruh yang diberikan adalah sebesar 75,2% sedangkan sisanya 24,8% dipengaruhi faktor lain diluar penelitian ini seperti harga, kualitas pelayanan, promosi dan sebagainya.

ANALISIS PENGARUH PERILAKU KONSUMEN DAN LOYALITAS KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BAHAN BAKAR PADA SPBU PT. SINGA MAS MAKIN SUKSES MEDAN Sofyan, Silvia
Jurnal Manajemen Akuntansi Dan Administrasi Bisnis Vol 5 No 2 (2021): Jurnal Ilmiah SMART
Publisher : Sekolah Tinggi Manajemen Bisnis (STMB) MultiSmart

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62262/jmab.v5i2.252

– Penelitian ini bertujuan untuk mengetahui pengaruh perilaku konsumen dan loyalitas konsumen terhadap keputusan pembelian bahan bakar pada PT. Singa Mas Makin Sukses Medan.Metode pengumpulan data dengan kuesioner. Kuesioner di uji validitas dan reliabilitasnya sebelum melakukan pengumpulan data penelitian. Teknik analisis data dalam penelitian ini menggunakan uji asumsi klasik dan analisis regresi linier berganda. Hasil penelitian menunjukkan perilaku konsumen secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan thitung sebesar 2,795 > dari ttabel 1,984 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,006. Sedangkan loyalitas konsumen secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan thitung sebesar 6,869 > dari ttabel 1,984 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,000. Secara simultan perilaku konsumen dan loyalitas konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan Fhitung sebesar 27,602 > dari Ftabel 3,09 dan nilai signifikan di bawah 0,05 yaitu sebesar 0,000. Besarnya pengaruh yang diberikan adalah sebesar 36,3% sedangkan sisanya dipengaruhi faktor lain diluar penelitian ini.

ANALISIS PENGARUH KOMITMEN DAN KEPUASAN KERJA TERHADAP KINERJA KARYAWAN PADA PT BILAH BAJA MAKMUR ABADI MEDAN Sofyan, Silvia; Robin; Jesica
Jurnal Manajemen Akuntansi Dan Administrasi Bisnis Vol 6 No 1 (2022): Jurnal Ilmiah SMART
Publisher : Sekolah Tinggi Manajemen Bisnis (STMB) MultiSmart

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62262/jmab.v6i1.276

Keberhasilan dan kemajuan suatu perusahaan sangat dipengaruhi oleh sumber daya manusia yang ada di dalam perusahaan tersebut. Umumnya karyawan yang sudah bekerja lama tentunya akan lebih memahami tentang cara kerja di suatu perusahaan dan melakukan pekerjaan mereka lebih baik dari pada karyawan yang baru diterima, maka untuk menghasilkan kinerja yang baik, perusahaan membutuhkan karyawan yang harus bisa memiliki komitmen dan kepuasan kerja sehingga mampu meningkatkan kinerja yang baik. Tujuan penelitian ini adalah untuk mengetahui pengaruh komitmen dan kepuasan kerja terhadap kinerja karyawan pada PT. Bilah Baja Makmur Abadi Medan. Penelitian ini menggunaan jenis penelitian deskriptif kuantitatif. Teknik pengambilan sampelnya menggunakan teknik non-probability total sampling, kuesioner, wawancara, dan observasi dengan jumlah populasi pada penelitian sebanyak 154 karyawan. Teknik analisis data yaitu menggunakan uji validitas, uji reliabilitas, uji multikolinieritas, uji normalitas, uji heterokedastisitas, uji t, uji F, analisis regresi liniear berganda, dan analisis koefisien determinasi (R2). Hasil pembahasan, pertama perhitungan koefisien determinasi (R Square) sebesar 0,617 berarti komitmen (X1) dan kepuasan kerja (X2) dapat menjelaskan kinerja karyawan (Y) sebesar 61,7% dan sisanya 38,3% dipengaruhi oleh variabel lain di luar dari penelitian ini seperti: fasilitas (sarana prasarana kantor), kenaikan gaji, motivasi, dan lainnya. Hasil pengujian secara parsial diperoleh bahwa komitmen berpengaruh terhadap kinerja karyawan di PT. Bilah Baja Makmur Abadi Medan dengan nilai thitung (4,051) > ttabel (1,97591) dan nilai signifikan sebesar 0,000 > 0,05. Hasil pengujian secara parsial diperoleh bahwa kepuasan kerja berpengaruh terhadap kinerja karyawan di PT. Bilah Baja Makmur Abadi Medan dengan nilai thitung (9,736) < ttabel (1,97591) dan nilai signifikan sebesar 0,000 > 0,05. Sedangkan, nilai Fhitung adalah 124,273 > Ftabel (3,06) dan nilai signifikan juga terlihat 0,000 > 0,05 yang berarti hasil uji hipotesis ini menunjukkan bahwa variabel komitmen (X1) dan kepuasan kerja (X2) secara simultan berpengaruh terhadap kinerja karyawan (Y) PT. Bilah Baja Makmur Abadi Medan.

ANALISIS KESIAPAN UMKM MENGHADAPI EKONOMI DIGITAL Sofyan, Silvia; agusman
Jurnal Manajemen Akuntansi Dan Administrasi Bisnis Vol 9 No 1 (2025): Jurnal Ilmiah SMART
Publisher : Sekolah Tinggi Manajemen Bisnis (STMB) MultiSmart

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62262/jmab.v9i1.306

Perkembangan teknologi digital telah menciptakan peluang sekaligus tantangan baru bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). Di tengah pesatnya transformasi ekonomi digital, kesiapan UMKM menjadi faktor kunci untuk memastikan keberlanjutan dan daya saing bisnis mereka. Tulisan ini bertujuan untuk menganalisis kesiapan UMKM Indonesia dalam menghadapi ekonomi digital, dengan mengkaji berbagai literatur dan laporan industri. Pembahasan mencakup aspek infrastruktur digital, literasi teknologi, akses terhadap pasar digital, serta dukungan regulasi dan ekosistem. Hasil kajian menunjukkan bahwa meskipun UMKM memiliki potensi besar, masih terdapat tantangan serius seperti keterbatasan akses teknologi, kurangnya literasi digital, dan minimnya pendampingan. Oleh karena itu, dibutuhkan kolaborasi lintas sektor untuk mempercepat adopsi digital dalam ekosistem UMKM.

THE DOUBLE BIND OF FEMININITY: THE LIKEABILITY PENALTY AND THE COMPETENCE–ATTRACTIVENESS PARADOX AMONG WORKING WOMEN IN MEDAN Sinaga, Triana Melinda; Sofyan, Silvia; Hidayat, Ferry
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 12 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i12.3943

Women in the formal workforce often face a double bind dilemma, where the need to demonstrate competence conflicts with expectations of femininity. This study analyzes the influence of the likeability penalty and the competence–attractiveness paradox on promotion opportunities and work engagement among female employees in Medan. A quantitative explanatory design was applied, with data from 100 respondents selected through purposive sampling. A five-point Likert scale questionnaire was used, and data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS). Results indicate that the likeability penalty negatively affects promotion opportunities (β = -0.296; p = 0.008), while the competence–attractiveness paradox has a dual effect: positively influencing perceived competence (β = 0.318; p = 0.004) but negatively affecting promotion opportunities (β = -0.211; p = 0.029). Promotion opportunities significantly improve work engagement (β = 0.427; p = 0.000). These findings underscore persistent gender bias, aligning with Role Congruity Theory, and highlight the need for competence-based promotion policies.

Pengaruh Fear Of Missing Out, Word Of Mouth, Dan Social Enviroment Terhadap Keputusan Pembelian Iphone (Studi Kasus Pada Mahasiswa STMB Multismart) Sofyan, Silvia; Hoki, Leony; Ali, Habib Akbar
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 6, No 2 (2025): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - Desember
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v6i2.6473

The iPhone has become a social status symbol, especially among college students. This study analyzes the influence of Fear of Missing Out (FOMO), Word of Mouth (WOM), and the Social Environment on iPhone purchasing decisions among 76 STMB Multismart students. The research method used a quantitative approach with a questionnaire and multiple regression analysis using SPSS 25. The results show that FOMO, WOM, and the Social Environment have a positive and significant influence on purchasing decisions. Simultaneously, they explain 69.5% of the variation in iPhone purchasing decisions. These findings have implications for marketers in designing strategies based on FOMO, WOM, and social influence, as well as the importance of consumer education on campus.

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