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All Journal Toba: Journal of Tourism, Hospitality, and Destination Innovative: Journal Of Social Science Research Majalah Ilmiah METHODA
Mita, Merry Moy
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Strategi Pengelolaan SDM pada UMKM Berbasis Teknologi Digital: Studi Kasus Pada Sektor Kreatif di Kota Medan Mita, Merry Moy
Majalah Ilmiah METHODA Vol. 15 No. 2 (2025): Majalah Ilmiah METHODA
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/methoda.Vol15No2.pp159-166

Abstract

This qualitative case study explores human resource management (HRM) strategies implemented by digital-based creative micro, small, and medium enterprises (MSMEs) in Medan, Indonesia. Using in-depth semi-structured interviews, participatory observation, and document analysis, the research identifies key themes emerging from thematic analysis. Four major themes were found: (1) recruitment through personal networks, prioritizing trust over formal assessment; (2) informal competency development through learning-by-doing and internal mentoring; (3) adaptive performance management that relies on project outcomes rather than structured evaluation systems; and (4) employee retention strategies based on emotional bonds, flexible working arrangements, and creative freedom. While these approaches reflect the flexibility and interpersonal nature of creative MSMEs, they also reveal limitations, including the absence of structured HR systems, minimal investment in continuous training, and limited financial incentives to retain top talent. These findings highlight the need to balance the inherent flexibility of creative MSMEs with more systematic HR practices to sustain competitiveness in a rapidly changing digital environment. The study contributes to the literature by contextualizing the Resource-Based View (RBV) and dynamic capabilities theory within the creative MSME sector of a developing country. Practical implications include recommendations for MSME owners, policymakers, and support institutions to design integrated programs that combine technology adoption with human capital capacity building.
Dampak Celebrity Endorsement Dan Online Consumer Review Terhadap Purchase Intention Pada UKM Marketplace Shopee Siagian, Supriadi; Mita, Merry Moy
Innovative: Journal Of Social Science Research Vol. 4 No. 4 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i4.14154

Abstract

Salah satu strategi pemasaran yang dilakukan pelaku UMKM dalam memenangkan pasar dan menarik perhatian konsumen adalah dengan adanya celebrity endorser. Dengan menjadikan celebrity sebagai ikon produk sangat berpengaruh dalam meningkatkan purchase intention pada konsumen, khususnya generasi milineal. Penggunaan selebriti yang tepat dapat memudahkan para produsen atau UKM untuk membangun brand Image produk yang sangat baik. Tujuan penelitian ini adalah untuk mengetahui dampak celebrity endorsement dan online consumer review terhadap purchase intention pada marketpace Shoppe (Studi Kasus: generasi milennials di Kota Medan). Populasi dalam penelitian ini adalah generasi milenial yang menggunakan marketplace Shopee untuk berbelanja online selama 6 bulan terakhir yang berdomisili di Kota Medan. Teknik pengambilan sampel menggunakan teknik non probability sampling dengan pengambilan sampel menggunakan purposive sampling dan besar sampling pada penelitian ini sebanyak 384 responden. Metode pengumpulan data penelitian ini berupa kuesioner yang akan disebarkan kepada para generasi milineal di kota Medan yang menggunakan shopee dengan menggunakan pengukuran Skala Likert. Metode analisis data menggunakan analisis deskriptif kuantitatif yaitu dengan penyebaran kuesioner kepada responden untuk memecahkan masalah dan analisis kuantitatif dilakukan dengan menggunakan SEM-PLS dengan pengolohan data menggunakan alat bantu software SPSS versi 24. Berdasarkan hasil penelitian bahwa Celebrity Endorsement, Online Consumer Review berpengaruh signifikan terhadap Purchase Intention Pada Marketpace Shoppe (Studi Kasus: Generasi Milennials Di Kota Medan).
Pengaruh Daya Tarik Wisata dan Fasilitas layanan Terhadap Kepuasan Wisatawan Di Wisata Pamah View, Kabupaten Langkat Supriadi Siagian; Mita, Merry Moy
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 1 No. 2 (2022): May 2022
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (567.145 KB) | DOI: 10.55123/toba.v1i2.564

Abstract

This study aims to determine the effect of tourist attraction and service facilities on tourist satisfaction in Pamah View tourism, Langkat district. The population in this study were all people who came to travel to Pamah View, Langkat district. In this study, data were collected through a questionnaire method for 95 respondents who were obtained using random sampling technique. The type of data in this study is quantitative data analysis, quantitative analysis includes validity and reliability tests, classical assumption test, hypothesis testing through F test and t test and analysis of the coefficient of determination (R2). The data analysis technique used is multiple linear regression analysis using the SPSS Version 21 application. The results show that Attractiveness (X1) and Service Facilities (X2) simultaneously significantly influence tourist satisfaction in Pamah View tourism, Langkat district. Therefore, it is necessary to renew the form of tourism so that it has an attraction for tourists and also improves service facilities must be packaged and run properly in increasing tourist satisfaction in Pamah View tourism, Langkat district.
Co-Authors Siagian, Supriadi Supriadi Siagian