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All Journal GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Journal of Business Integration Competitive Journal of Finance Integration and Business Independence
Ratih Amelia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Physics Other

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Journal : Journal of Business Integration Competitive

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The Influence of Brand Image and Ethnic Identity on Decision to Study at Politeknik Unggul LP3M Ratih Amelia
Journal of Business Integration Competitive Vol. 1 No. 1 (2024): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i1.5

Abstract

This study aims to analyze the influence of brand image and ethnic identity on the decision to study at Politeknik Unggul LP3M. Prospective students form a perception of brand image based on the reputation and image of higher education institutions, and their awareness of their ethnic group influences their preferences and decisions when choosing an educational institution. This study employs a quantitative approach, utilizing a survey method that involves 200 respondents, specifically prospective students who are considering Politeknik Unggul LP3M as their educational choice. We collected data using a questionnaire, measured using a Likert scale, and analyzed the results using multiple linear regression. The results of the study show that brand image and ethnic identity have a significant influence on the decisiThe study demonstrates that brand image dominates the decision-making process, with ethnic identity following closely behind. decision, followed by ethnic identity. The management of Politeknik Unggul LP3M expects these findings to provide insight into formulating more effective marketing strategies by considering the factors that influence prospective students' decisions
Innovative Marketing Strategies in Culinary MSMEs: A Case Study of Warkop Agam Medan Ade Nurhidayah; Ratih Amelia; Yuniar Andi; Hengky Kosasih; Sabaruddin Chaniago
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.13

Abstract

This study aims to examine the marketing strategies implemented to increase sales at Warkop Agam Medan. The research employs a qualitative descriptive method and was conducted at Warkop Agam, located at Jalan Karya Wisata No. 73, Pangkalan Mansyur, Medan Johor District, Medan City, North Sumatra. Data were collected from both primary and secondary sources using techniques such as observation, interviews, and documentation. The analysis involved organizing and interpreting data through a qualitative descriptive approach supported by relevant literature and expert opinions. The findings indicate that: (1) Warkop Agam applies a marketing strategy focused on excellent customer service, consistent product quality, and varied pricing; (2) While annual sales have experienced fluctuations, the overall trend remains stable without significant impact on year-over-year growth; (3) A notable strength is the shop’s strategic location along a major road, contributing to its visibility; and (4) The main weakness lies in limited digital marketing efforts, particularly underutilization of social media platforms such as TikTok, YouTube, Instagram, and food vlogs. This research highlights the importance of integrating traditional marketing with digital strategies to enhance competitive advantage in the culinary MSME sector
Unlocking Buyer Intent: How the Marketing Mix Shapes Purchasing Decisions at Ummah Cahaya Restaurant Khairani Nurbayan; Ratih Amelia; Khairatun Nazah; Muhammad Fathoni; Mega Hernawati Harefa
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.14

Abstract

This study aims to examine the influence of product, price, location, and promotion on consumer purchasing decisions at RM Ummi Cahaya. Employing an associative and quantitative research design, the study involved a sample of 95 respondents selected from a population of 1,800 customers who made purchases in 2023. Data were collected through structured questionnaires and analyzed using SPSS Version 25, incorporating validity and reliability tests, multiple linear regression analysis, and hypothesis testing. The findings reveal that product, price, and location each have a positive and significant impact on purchasing decisions. However, promotion does not exhibit a significant influence. Collectively, the variables of product, price, location, and promotion demonstrate a simultaneous positive and significant effect on consumer purchasing decisions at RM Ummi Cahaya. These results suggest that enhancing product quality, competitive pricing, and strategic location may effectively increase customer purchase intentions, while promotional strategies may require further optimization to yield meaningful impact
Examining the Appeal of Quality Service: A Study on the Impact of Product Quality on Purchase Decisions at Hani Salon Agnes Pebriani; Ratih Amelia; Tyus Windi Ayuni; Tina Linda; Ahmad Rivai
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.15

Abstract

Purchase decision-making is a critical aspect of consumer behavior that involves evaluating the quality of products or services offered. This study aims to analyze the influence of product quality on consumer purchase decisions at Hani Salon, a beauty salon located in Medan, Indonesia. As product variety increases in the market, consumers have become more selective, prioritizing service quality in their choices. A quantitative research approach was employed, with data collected through questionnaires and interviews. The findings reveal that product quality has a positive and significant impact on purchase decisions, with a coefficient of determination (R²) of 90.2%. These results suggest that enhancing product quality at Hani Salon can significantly drive consumer purchase decisions and offer strategic insights for improving customer satisfaction and loyalty.
Service Quality and Customer Satisfaction in Ethnic Cuisine: Insights from a Nasi Kebuli Restaurant in Indonesia Puspita Dewi; Ratih Amelia; Devia Febrina; Jimmy Kelana; Debora Tambunan
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.16

Abstract

This study explores the influence of service quality on customer satisfaction at Rumah Makan Nasi Kebuli in Pangkalan Brandan, Indonesia. Utilizing a quantitative research approach, data were gathered through observations, questionnaires, and interviews with a selected portion of the restaurant’s customer base. The analysis employed simple linear regression using statistical software. The results indicate a significant and positive relationship between service quality and customer satisfaction. Service quality was found to be a dominant factor influencing satisfaction levels, with most of the variation in customer satisfaction explained by this variable. The findings highlight the crucial role of service quality in shaping the overall dining experience. It is recommended that the restaurant management continue to prioritize service quality improvements as a strategic effort to enhance customer loyalty and attract more visitors.
Strengthening Sales Through Brand Image and Product Quality: An Empirical Study at UD. UMEGA Roti Kacang Hj. Eliya Lubis Dwi Khairumi; Ratih Amelia; Martin; Lidia Berliana Siboro; Manda Dwipayani Bhastary
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.17

Abstract

This study investigates the influence of brand image and product quality on sales performance at UD. UMEGA Roti Kacang Hj. Eliya Lubis in Tebing Tinggi. A quantitative approach was employed, with data collected through observations, questionnaires, and interviews involving consumers of Roti Kacang Hj. Eliya Lubis. Data analysis was conducted using multiple linear regression with SPSS software. The findings reveal that both brand image and product quality have a positive and significant effect on sales. Among these, product quality plays a more dominant role in driving sales growth, indicating that consistent product excellence is critical to sustaining consumer interest and loyalty. Conversely, while brand image also positively influences sales, its impact is comparatively weaker, suggesting the need for strategic enhancement of brand perception. Strengthening both dimensions is essential for maintaining competitiveness and ensuring sustainable business development in an increasingly dynamic market environment.
A CRITICAL ANALYSIS OF MARKETING STRATEGIES IN ENHANCING THE COMPETITIVE ADVANTAGE OF CAFE PONDOK REZEKI DELI TUA Purnama Sari; Ratih Amelia; Jessica Andre; Tina Linda; Ahmad Fadli
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.18

Abstract

Marketing strategy plays a crucial role in influencing the success and competitiveness of a business. Effective marketing strategies enhance a company's ability to expand its market share and achieve desired profitability. This study aims to identify appropriate marketing strategies for Cafe Pondok Rezeki Deli Tua to strengthen its competitive advantage. A descriptive qualitative approach was employed, utilizing SWOT analysis through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices. The findings reveal that a Growth-Oriented Strategy is the most suitable approach, as the business is positioned in Quadrant I with positive results. It is recommended that Cafe Pondok Rezeki Deli Tua further enhance its marketing efforts, particularly focusing on the marketing mix elements, to effectively compete with other cafés in the region.
ANALYSIS OF MARKETING STRATEGIES TO ENHANCE SERVICE QUALITY IN ELECTRONIC REPAIR WORKSHOPS: A CASE STUDY AT NATEMU, SOUTHEAST ACEH Ayu Julsari; Ratih Amelia; Deva Djohan; Albert; Emma Novirsari
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.19

Abstract

In today's competitive business environment, companies must continuously adapt to evolving consumer needs to sustain their market presence. The NATEMU Electronic Service Workshop in Southeast Aceh, operating for over 24 years, exemplifies these challenges. Despite a substantial customer base, NATEMU has recently experienced a decline in clientele due to the intensification of market competition and the emergence of new service providers. This study aims to analyze marketing strategies that can enhance service quality and restore customer loyalty. The research utilizes SWOT analysis to identify the workshop's internal strengths and weaknesses, as well as external opportunities and threats. Furthermore, the study applies the marketing mix framework (4Ps)—product, price, place, and promotion—to develop strategic initiatives. The findings reveal that while NATEMU's service quality is generally rated as good, certain aspects, particularly service assurance, require significant improvement. Enhancing promotional activities through social media platforms and optimizing the strategic location of the workshop are identified as key factors in attracting a broader customer base. The study concludes that the integration of SWOT analysis and an effective marketing mix strategy is essential for improving service quality and increasing customer satisfaction. These strategic approaches are critical for NATEMU Workshop to maintain competitiveness and achieve sustainable growth in an increasingly dynamic service industry.
Digital Support and Human Touch: A Strategic Combination to Enhance Students' Learning Motivation Sri Andini; Ratih Amelia; Loly; Wily Julitawaty; Muhammad Fathoni
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.20

Abstract

This study aims to analyze the role of computer laboratory facilities and staff services in influencing the learning motivation of students in the Informatics Management Program at Ganesha Polytechnic Medan. The research employed a qualitative method with observation-based questionnaires as the primary instrument. The questionnaire was distributed to 20 active students enrolled in relevant courses. The findings indicate that 75% of respondents rated the quality of computer laboratory facilities as “very good,” suggesting a significant positive impact on their learning motivation. Additionally, 80% of respondents rated staff services as “good,” indicating a positive contribution to enhancing students’ motivation to learn. These findings underscore the importance of synergy between technological infrastructure and the quality of human services in fostering a conducive learning environment.
Digital Transformation and Its Impact on Production Improvement: A Case Study at PT Gajah Mada Plastik Heri Hardiansyah; Ratih Amelia; Adi Harianto; Ester; Maya Syahlina
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.21

Abstract

PT Gajah Mada Plastik is a plastic manufacturing company that produces plastic bottles using a make-to-stock system, where finished goods are stored before being sold. However, the company has not implemented effective production planning, leading to a mismatch between production volume and market demand. In February 2024, production exceeded demand, resulting in overstock and increased storage costs. This study aims to conduct demand forecasting and aggregate planning to improve production scheduling in a timely, accurate, and cost-efficient manner. Forecasting is performed using one year of historical sales data to project future demand. Aggregate planning is then calculated using two methods: the level method and the chase strategy. The results indicate that the level method yields the lowest total cost, amounting to Rp 98,207,310. Therefore, the level method is selected for aggregate planning, aligning with the company’s current condition of excess inventory. This approach allows the company to fulfill customer demand effectively while minimizing costs and avoiding further overstock.
Co-Authors Ade Nurhidayah Adi Harianto Agnes Pebriani Agus Susanto Ahmad Fadli Ahmad Rivai Albert Amin Hou Ayu Julsari Chaniago, Sabaruddin Charles Barkley Debora Tambunan Devia Febrina Dini M Hutagalung Djohan, Deva Dwi Khairumi Eddy Harnjo Ester Heri Hardiansyah Indra Budiman Jessica Andre Jimmy Kelana Khairani Nurbayan Khairatun Nazah Kosasih, Hengky Lidia Berliana Siboro Loly Manda Dwipayani Bhastary Martin Mega Hernawati Harefa Mega Sanjaya Muhammad Fathoni Nissa, Fachrun Novirsari, Emma Purnama Sari Puspita Dewi Roni Juliansyah Siregar, Nur Wahyuni Sri Andini Syahlina, Maya Tina Linda Tyus Windi Ayuni Wily Julitawaty Yuniar Andi Zakia Fadila