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All Journal Journal of Economic, Bussines and Accounting (COSTING) JOURNAL OF SCIENCE AND SOCIAL RESEARCH Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) JURNAL MANAJEMEN AKUNTANSI (JUMSI) International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Economics (IJEC) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Penelitian Pendidikan Indonesia Digital Business Progress Management and Business Progress Community Service Progress Fundamental and Applied Management Journal
Sinaga, Eka Mayastika
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OPTIMALISASI MEDIA SOSIAL INSTAGRAM KELOMPOK PENGRAJIN BATIK DI DESA PERKEBUNAN TANJUNG KASAU KABUPATEN BATU BARA Rani Puspita Sari; Richad Gultom; Nabilla Natasha; Khofifah Khofifah; Septian Arisandi; Hidayat Hidayat; Mangasi Sinurat; Cia Cai Cen; Eka Mayastika Sinaga; Nursaimatussadiya Nursaimatussadiya; Bobby Hartanto
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 6 (2024): Vol. 5 No. 6 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i6.40417

Abstract

Kerajinan batik merupakan aset budaya dan aset pariwasta yang dapat dikembangkan di Desa Perkebunan Tanjung Kasau Kabupaten Batu Bara yang cukup edukatif dan aplikatif yang ditunjukan dengan seni batik yang dapat membantu kunjungan pariwisata. Peluang Usaha UMKM Batik di Desa Perkebunan Tanjung Kasau memiliki banyak potensi untuk memperoleh tingkat keuntungan yang cukup tinggi. Namun, disayangkan potensi yang ada belum dapat maksimal dilakukan, hal itu disebabkan kurangnya sumber daya manusia yang menjadi regenerasi sebagai pengrajin batik dan juga kurangnya minat masyarakat sekitar untuk memakai produk batik tulis dan cap yang memiliki karya seni tinggi, masyarakat lebih memilih memakai batik yang dijual lebih murah dan sudah siap pakai. Kelompok UMKM batik ini memanfaatkan media sosial Instagram sebagai media untuk berpromosi. Permasalahan dari pembatik pada kelompok UMKM ini belum mengoptimalisasikan pemanfaatan media sosial Instagram sehingga engagement rate yang didapatkan masih terbilang rendah. Oleh karena itu pelaksanaan pengabdian ini bertujuan untuk dapat mengoptimalkan penggunaan media sosial khusunya Instagram agar mampu meningkatkan upaya promosi sehingga berdampak pada peningkatan penjualan batik.
ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMER LOYALTY IN WAPRES COFFEE Febrian Reinaldy Siahaan; Junfrian Hangoluan Lumban gaol; Eka Mayastika Sinaga; Imelda Mardayanti
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20557751

Abstract

This study aims to analyze the factors that influence customer loyalty at Wapres Coffee, focusing on Generation Z customers. The factors studied include product quality, service quality, price, and cafe atmosphere. This study uses a quantitative approach with a survey method. The research sample consisted of 100 respondents selected using a purposive sampling technique, with the criteria of having made at least two purchases and being among Generation Z. Data collection was carried out through a structured questionnaire with a 5-point Likert scale. Data analysis used Structural Equation Modeling based on Partial Least Square (PLS) with the help of SmartPLS 3.0. The results showed that product quality (t = 2.429; p = 0.015) and cafe atmosphere (t = 2.108; p = 0.036) had a positive and significant effect on customer loyalty. Conversely, service quality (t = 0.996; p = 0.320) and price (t = 1.226; p = 0.221) were not proven to have a significant effect on customer loyalty. Product quality is the most dominant factor in shaping customer loyalty, with a path coefficient of 0.351. An R-squared value of 0.727 indicates that the four independent variables can explain 72.7% of the variation in customer loyalty. This study confirms that consistent product quality and a comfortable cafe atmosphere are key to building and maintaining Generation Z customer loyalty at Wapres Coffee.
Pengaruh Kelas Sosial, Fitur, dan Gaya Hidup terhadap Keputusan Pembelian Iphone pada Konsumen Muda dalam Mendukung Pertumbuhan Ekonomi Digital Lokal Diva Habibah Br Simbolon; Zita Kayla; Fitriah Ningsih; Eka Mayastika Sinaga
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 6 No. 01 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v6i01.2363

Abstract

Peningkatan konsumsi smartphone premium, khususnya iphone, di kalangan konsumen muda Indonesia mencerminkan pergeseran perilaku pembelian yang tidak lagi bersifat utilitarian, melainkan dipengaruhi faktor simbolik, identitas sosial, dan gaya hidup digital. Penelitian ini bertujuan untuk menganalisis pengaruh kelas sosial, fitur, dan gaya hidup terhadap keputusan pembelian iphone pada konsumen muda dalam konteks pertumbuhan ekonomi digital lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 96 responden konsumen muda berusia 16–30 tahun yang merupakan pengguna iphone aktif di Kota Tebing Tinggi, dipilih menggunakan metode purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial hanya variabel fitur yang berpengaruh positif dan signifikan terhadap keputusan pembelian (t = 4,989; sig. = 0,000), sedangkan kelas sosial dan gaya hidup tidak berpengaruh signifikan secara parsial. Namun secara simultan, ketiga variabel berpengaruh positif dan signifikan terhadap keputusan pembelian (F = 32,321; sig. = 0,000) dengan kontribusi sebesar 49,7%. Penelitian ini menyimpulkan bahwa keputusan pembelian iphone bersifat multidimensi, dengan fitur produk sebagai faktor paling dominan.
Pengaruh Kompensasi dan Disiplin Kerja Terhadap Kinerja Pegawai Honorer Sekretariat DPRD Kabupaten Batu Bara Najwa Hakim; Nidaul Hasanah; Eka Mayastika Sinaga
Management And Business Progress Vol. 5 No. 1 (2026): Management and Business Progress Edisi Juni 2026
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/mbp.v5i1.321

Abstract

This study aims to determine the effect of compensation and work discipline on the performance of honorary employees at the DPRD Secretariat of Batu Bara Regency. This type of research is quantitative descriptive. The population in this study consisted of 40 honorary employees using a saturated sampling technique. Data collection was carried out through questionnaires. The analytical method used is multiple linear regression with SPSS. The results showed that compensation has a significant effect on employee performance, work discipline has a significant effect on employee performance, and simultaneously compensation and work discipline have a significant effect on the performance of honorary employees at the DPRD Secretariat of Batu Bara Regency.
PENGARUH WORD OF MOUTH, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI ZARA Harwin Kumar; Lasma Ria Tampubolon; Colin Edward; Eka Mayastika Sinaga
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/11wbzc05

Abstract

Dalam persaingan ritel fashion yang semakin ketat, ZARA menghadapi tantangan penurunan keputusan pembelian konsumen yang terlihat dari fluktuasi dan penurunan penjualan pada beberapa periode 2024–2025. Perubahan perilaku konsumen, meningkatnya ekspektasi terhadap kualitas pelayanan, pengaruh word of mouth, serta persepsi harga menjadi faktor penting yang memengaruhi keputusan pembelian. Sejumlah keluhan konsumen terkait ketidakkonsistenan pelayanan, penyebaran word of mouth negatif, dan anggapan bahwa harga belum sepenuhnya sebanding dengan kualitas produk turut memperkuat fenomena tersebut. Oleh karena itu, penelitian ini penting dilakukan untuk menganalisis pengaruh kualitas pelayanan, word of mouth, dan harga terhadap keputusan pembelian di ZARA sebagai dasar perumusan strategi pemasaran yang lebih efektif. Penelitian ini dilakukan di ZARA Kota Medan pada periode April hingga Agustus 2025 dengan menggunakan pendekatan kuantitatif bersifat kausal untuk menganalisis hubungan sebab-akibat antara variabel bebas dan variabel terikat. Populasi penelitian adalah seluruh konsumen yang pernah berkunjung ke ZARA selama tahun 2024 sebanyak 10.336 orang. Teknik pengambilan sampel yang digunakan adalah accidental sampling, sedangkan penentuan jumlah sampel menggunakan rumus Slovin dengan tingkat kesalahan 10 persen, sehingga diperoleh jumlah sampel sebanyak 99 responden yang dibulatkan menjadi 100 responden. Berdasarkan hasil uji statistik, dapat disimpulkan bahwa kualitas pelayanan, word of mouth, dan harga masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan terbukti mampu meningkatkan keputusan pembelian melalui pelayanan yang baik dan memuaskan, sementara word of mouth memberikan dampak positif dalam mendorong minat dan keputusan konsumen untuk membeli. Harga menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian dibandingkan variabel lainnya. Secara simultan, kualitas pelayanan, word of mouth, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian.
Pendampingan Pemanfaatan Digital Marketing Berbasis Media Sosial Untuk Mempertahankan Stabilitas Penjualan Pada UMKM Fitrianingsih Fitrianingsih; Eka Mayastika Sinaga; Sarwoto Sarwoto; Benhart Nainggolan; Dedy Dwi Arseto; Nada Nabilah
Digital Business Progress Vol. 5 No. 1 (2026): Digital Business Progress Edisi Juni 2026
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/dbp.v5i1.329

Abstract

Digital transformation has encouraged micro, small, and medium enterprises to adapt technology-based marketing strategies to maintain business competitiveness. This community service activity aims to improve the digital competence of MSMEs through mentoring the use of social media as a marketing tool to maintain sales stability and expand market reach. The activity was carried out on 20 MSMEs in Pelita Village through stages of observation, training, direct practice, and evaluation. The results of the activity showed an increase in the use of business accounts from 30% to 85%. The level of participant satisfaction with the program reached 90%, which indicates that the practice-based mentoring model has high effectiveness in increasing the digital marketing capacity of MSMEs. These findings indicate that the use of social media-based digital marketing can be an effective strategy in supporting business sustainability and strengthening the local economy. Keywords: MSMEs, Digital Marketing, Brand.
ANALISIS KEPUASAN PELANGGAN TERHADAP LAYANAN GRAB DALAM JASA ANTAR JEMPUT DI KOTA TEBING TINGGI Fitrianingsih Fitrianingsih; Eka Mayastika Sinaga; Riska Audia; Puji Wardani
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 7 No. 4 (2024): November 2024
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v7i4.6935

Abstract

Abstract: This study aims to analyze customer satisfaction with the quality of Grab's ride-hailing services in Tebing Tinggi City. The study is motivated by the increasing use of app-based transportation services, which requires service providers to deliver fast, safe, comfortable, affordable, and responsive services that meet customer needs. This research employed a quantitative approach, with data collected through questionnaires distributed to Grab users in Tebing Tinggi City. The analysis was conducted by examining customers' perceptions of the ease of using the application, pickup punctuality, drivers' attitude and professionalism, safety, comfort, price fairness, and responsiveness in handling customer complaints. The findings indicate that customer satisfaction is influenced by a combination of digital service quality and the quality of direct interactions between customers and drivers. The ease of booking through the application, transparent fare information, travel comfort, drivers' courteous behavior, and customers' perceptions of affordable pricing are the main factors contributing positively to customer satisfaction. However, several aspects still require improvement, particularly the consistency of pickup punctuality, safety standards, application stability, and the speed of complaint handling. The study concludes that improving customer satisfaction with Grab services in Tebing Tinggi City requires an integrated service approach that emphasizes technological innovation, human resource quality, safety, pricing transparency, and an effective customer feedback and evaluation mechanism. Keywords: Customer Satisfaction, Grab Services, Online Transportation.   Abstrak: Penelitian ini bertujuan untuk menganalisis kepuasan pelanggan terhadap kualitas layanan Grab dalam jasa antar-jemput di Kota Tebing Tinggi. Penelitian ini dilatarbelakangi oleh semakin meningkatnya penggunaan layanan transportasi berbasis aplikasi yang menuntut perusahaan untuk memberikan pelayanan yang cepat, aman, nyaman, terjangkau, dan responsif terhadap kebutuhan pelanggan. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada pengguna layanan Grab di Kota Tebing Tinggi. Analisis dilakukan dengan mengidentifikasi persepsi pelanggan terhadap kemudahan penggunaan aplikasi, ketepatan waktu penjemputan, sikap dan profesionalisme pengemudi, keamanan, kenyamanan, kesesuaian harga, serta respons terhadap keluhan pelanggan. Hasil penelitian menunjukkan bahwa kepuasan pelanggan dipengaruhi oleh kombinasi kualitas layanan digital dan kualitas interaksi langsung antara pelanggan dengan pengemudi. Kemudahan pemesanan melalui aplikasi, informasi tarif, kenyamanan perjalanan, sikap pengemudi, dan persepsi harga yang terjangkau menjadi aspek yang memberikan kontribusi positif terhadap kepuasan pelanggan. Namun demikian, masih terdapat beberapa aspek yang perlu ditingkatkan, terutama konsistensi ketepatan waktu penjemputan, standar keselamatan, kestabilan layanan aplikasi, serta kecepatan penanganan keluhan. Penelitian ini menyimpulkan bahwa peningkatan kepuasan pelanggan Grab di Kota Tebing Tinggi memerlukan pendekatan pelayanan yang terpadu dengan memperhatikan aspek teknologi, kualitas sumber daya manusia, keamanan, transparansi harga, dan mekanisme evaluasi pelanggan. Kata kunci: Kepuasan Pelanggan, Layanan Grab, Transportasi Online.
The Impact of Service Quality on Customer Satisfaction and Customer Loyalty in Mixed Hospitality Services: Evidence from North Sumatra, Indonesia Eka Mayastika sinaga; Lasma Ria Tampubolon; Riko Fridolend Sianturi
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): March
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.873

Abstract

This study examines the effect of service quality on customer satisfaction and customer loyalty in mixed hospitality services in North Sumatra, Indonesia. The study focuses on customer evaluations of hospitality providers, including accommodation, restaurant and cafe, travel, and tourism-related services. A quantitative design was used, and primary data were collected from 100 respondents who had used hospitality services in North Sumatra within the previous six months. The instrument was measured using a five-point Likert scale and adapted from the SERVQUAL dimensions, customer satisfaction indicators, and customer loyalty indicators. Data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, correlation analysis, regression analysis, and mediation analysis with Hayes' PROCESS macro Model 4 using 5,000 bootstrap resamples. The results show that service quality has a positive and significant effect on customer satisfaction (B = 0.721, p < 0.001). Service quality also has a positive and significant direct effect on customer loyalty (B = 0.305, p = 0.001), while customer satisfaction has a positive and significant effect on customer loyalty (B = 0.581, p < 0.001). Mediation testing confirms that customer satisfaction partially mediates the relationship between service quality and customer loyalty, with an indirect effect of 0.419 and a 95% bootstrap confidence interval that does not include zero. These findings demonstrate that hospitality providers in North Sumatra can strengthen customer loyalty by improving reliable, responsive, empathetic, assured, and tangible service experiences.
Co-Authors Ade Mubarak Agus Triyanda Sinaga Aidil Hadi Baihaqi, Muhammad Iqbal Benhart Nainggolan Bobby Hartanto Cahyadi, Willy Cai Cen, Cia Camelia, Antis Colin Edward Dedy Dwi Arseto Dela Januario Hilarius Situmorang Desi Safitri Ani DEWI RAHMAWATI Dio Landika Pratama Diva Habibah Br Simbolon Etika Sri Mardiandani Fadilla, Naila Febrian Reinaldy Siahaan Fitriah Ningsih Fitrianingsih, Fitrianingsih Harwin Kumar Hidayat Hidayat Ida Ayu Putu Sri Widnyani Imelda Mardayanti Junfrian Hangoluan Lumban gaol Kadariah, Siti Khofifah Khofifah Limega Chandrasa Mangasi Sinurat Mhd. Sofian Nabilla Natasha Nada Nabilah Nainggolan, Benhart Najwa Hakim Nidaul Hasanah Nur Aisyah Auliya Nursaimatussadiya Nursaimatussadiya Nursaimatussadiya, Nursaimatussadiya Nurwijayanti Puji Wardani Purba, David Gabriel Marudut Putri Agustini Lubis Rahmah Aina Az Zahra Rani Puspita Sari Richad Gultom Riko Fridolend Sianturi Riska Audia Rusmewahni, Rusmewahni Safitri, Erika Sari, Tri Widya Sarwoto Sarwoto Sarwoto Sarwoto, Sarwoto Septian Arisandi Sianaipar, Christin Natalia Sinaga, Shania Siregar, Raysal Januar Sorta Angelia Br Aritonang Syafrizal, Rodi Tampubolon, Lasma Ria Tampubolon, Lasmaria Wahyudi, Dani Agus Willy Cahyadi Yani Restiani Yohana Priskawati Priskawati Zita Kayla