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All Journal JURNAL ILMIAH MANAJEMEN & BISNIS JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Primanomics : Jurnal Ekonomi & Bisnis J-MAS (Jurnal Manajemen dan Sains) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Abdi Ilmu eCo-Buss Jurnal Akuntansi Barelang JURNAL ILMIAH KOHESI Jurnal Ilmiah Ekonomi Manajemen : Jurnal Ilmiah Multi Science Jurnal Abdimas Bina Bangsa Jurnal Ekonomi Jurnal Ekonomi dan Manajemen Indonesia eCo-Fin Jurnal Puan Indonesia JUPADAI : Jurnal Pengabdian Kepada Masyarakat JURSIMA Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa International Journal of Education Management and Religion
Nora Pitri Nainggolan
UNIVERSITAS PUTERA BATAM
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Veterinary Other

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Influence of brand awareness, brand image, and digital marketing on purchase interest in pt duta global Indonesia Femendy, Femendy; Nora Pitri Nainggolan
Jurnal Ekonomi Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Every company should strive to provide customers with products that meet countless consumer desires and are easily changed. Because not all products marketed meet consumer needs, consumers must make the right decisions in the purchasing process so that their needs are satisfied with the benefits of the products they buy. This research aims to determine the influence of brand awareness, brand image and digital marketing on purchasing interest at PT Duta Global Indonesia. This research design uses a research design and quantitative research methods. Data collection techniques by distributing questionnaires to 100 respondents. The results of this research show that Brand awareness, Brand image, and Digital marketing simultaneously have a positive and significant effect on purchasing interest at PT Duta Global Indonesia. The results of the coefficient of determination test show that the influence of Brand awareness, Brand image, and Digital marketing on purchasing interest at PT Duta Global Indonesia is 62.5 percent, while the rest is influenced by other variables not examined in this research.
Pengaruh Promosi, Kepercayaan, Dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Produk Iphone di kota Batam Liau Shelly; Nora Pitri Nainggolan
SCIENTIA JOURNAL Vol 7 No 4 (2025): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v7i4.10417

Abstract

Customer loyalty is a crucial factor in maintaining business sustainability, especially in the highly competitive technology industry, such as iPhone products. This study aims to analyze the influence of promotion, trust, and customer satisfaction on customer loyalty to iPhone products in Batam City. The research employs a quantitative approach using a survey method, where data is collected through questionnaires distributed to iPhone users in Batam City. Multiple linear regression analysis is used to examine the relationship between the independent variables (promotion, trust, and customer satisfaction) and the dependent variable (customer loyalty). The results indicate that promotion has a positive but insignificant effect on customer loyalty, while trust and customer satisfaction have a positive and significant impact on customer loyalty. These findings suggest that the higher the level of trust and customer satisfaction, the greater the likelihood that customers will remain loyal to iPhone products. This study provides implications for companies in designing more effective marketing strategies by enhancing trust and customer satisfaction to maintain customer loyalty.
Business Model Canvas Analysis of MSME Beverage SemJoy Minn, Tong Lie; Nora Pitri Nainggolan
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1133

Abstract

This study analyzes the business model and sustainability of SemJoy, a micro, small, and medium enterprise (MSME) beverage brand based in Batam, Indonesia, using the Business Model Canvas (BMC) framework. SemJoy offers an innovative drink made from kiamboi (preserved plum), calamansi, and lychee jelly, producing a distinctive combination of sour, sweet, and salty flavors tailored to tropical consumer preferences. Employing a qualitative participatory approach, the research integrates outreach, mentoring, BMC analysis, SWOT analysis, and financial evaluation to map SemJoy’s strategic position and performance. The BMC findings show that SemJoy’s strengths lie in its unique value proposition, affordable and simple production process, use of natural ingredients without preservatives, and localized digital marketing through social media. Key partners include local raw material suppliers and small retailers, while customer segments consist mainly of students, campus communities, and the general public. SWOT analysis indicates strong product differentiation and market opportunities in the growing demand for refreshing beverages, but also highlights challenges such as short shelf life, price volatility of raw materials, and the risk of product imitation. Financial analysis reveals a total sales revenue of IDR 2,480,500 with production costs of IDR 1,412,000, resulting in a net profit of IDR 1,068,500 and a Net Profit Margin (NPM) of 43.08%. The Break-Even Point (BEP) of 29 units demonstrates high economic feasibility. Overall, the study concludes that SemJoy has a viable and competitive business model, and that future sustainability will depend on continuous innovation, improved packaging, supply chain resilience, and strategic partnerships.
Pengaruh Work-Life Balance, Job Insecurity, dan Self-Determination terhadap Preferensi Kerja Driver Gojek di Kota Tanjungpinang Pradiva Garini Ruslan; Nora Pitri Nainggolan
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3601

Abstract

Perkembangan ekonomi digital mendorong meningkatnya pekerjaan berbasis platform sebagai sumber pendapatan tambahan. Banyak individu dengan pekerjaan utama memilih menjadi driver Gojek karena fleksibilitas waktu dan kemudahan akses kerja. Kajian ini menganalisis pengaruh work-life balance, job insecurity, dan self-determination terhadap preferensi kerja driver Gojek di Kota Tanjungpinang. Pendekatan kuantitatif digunakan dengan desain kausalitas. Data dikumpulkan melalui kuesioner dari 100 responden yang dipilih dengan teknik purposive sampling. Analisis data dilakukan dengan regresi linear berganda setelah melalui uji asumsi klasik. Work-life balance dan self-determination berpengaruh positif dan signifikan pada preferensi kerja, sedangkan job insecurity tidak berpengaruh signifikan secara parsial. Uji simultan menunjukkan ketiga variabel berpengaruh signifikan terhadap preferensi kerja dengan nilai koefisien determinasi sebesar 0,689. Temuan ini menunjukkan bahwa preferensi kerja driver Gojek lebih dipengaruhi oleh kemampuan mengelola keseimbangan hidup dan motivasi intrinsik dibandingkan oleh ketidakpastian pekerjaan utama. Hasil penelitian memberikan kontribusi empiris dalam memahami dinamika preferensi kerja pada sektor gig economy di kota regional.
Pengaruh Social Media Marketing, E-WOM, dan Brand Awareness Terhadap Purchase Intention Barenbliss Pada E- Commerce Steviany Steviany; Nora Pitri Nainggolan
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3604

Abstract

Persaingan merek kecantikan yang semakin padat menuntut strategi pemasaran digital yang tepat, terutama melalui media sosial, ulasan daring, dan penguatan merek. Kajian ini bertujuan menganalisis peran social media marketing, electronic word of mouth (E-WOM), dan brand awareness dalam membentuk purchase intention konsumen. Pendekatan kuantitatif digunakan dengan desain asosiatif. Data dikumpulkan melalui kuesioner daring dari 204 responden pengguna e-commerce di Kota Batam, kemudian dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil uji parsial memperlihatkan bahwa social media marketing, E-WOM, dan brand awareness memiliki hubungan signifikan dengan purchase intention, dengan nilai signifikansi di bawah 0,05 pada seluruh variabel. Uji simultan juga mengonfirmasi bahwa ketiga variabel bekerja secara bersama dalam menjelaskan minat beli konsumen. Nilai koefisien determinasi 0,816 mengindikasikan bahwa model memiliki daya jelas yang kuat terhadap variasi purchase intention. Temuan ini menegaskan pentingnya integrasi konten media sosial, ulasan konsumen, dan penguatan merek dalam membangun intensi pembelian pada pasar e-commerce produk kecantikan.
Pengaruh Kualitas Produk, Promosi Harga, dan Citra Merek Terhadap Keputusan Pembelian Pada Happy Kitchen Batam Yongki Yongki; Nora Pitri Nainggolan
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3606

Abstract

Persaingan usaha kuliner di perkotaan menuntut pelaku bisnis untuk memahami faktor yang membentuk keputusan pembelian konsumen. Konsumen tidak hanya menilai harga, tetapi juga kualitas produk dan citra merek yang melekat pada suatu usaha. Kajian ini bertujuan menganalisis peran kualitas produk, promosi harga, dan citra merek dalam pembentukan keputusan pembelian konsumen Happy Kitchen Batam. Pendekatan kuantitatif dengan desain asosiatif menjadi dasar analisis. Data diperoleh melalui kuesioner terstruktur yang disebarkan kepada 100 responden yang pernah melakukan pembelian. Analisis data mencakup uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji t, dan uji F dengan bantuan perangkat lunak SPSS versi 26. Hasil uji t memperlihatkan bahwa kualitas produk dan citra merek memiliki peran nyata secara parsial, sedangkan promosi harga belum memenuhi kriteria signifikansi. Hasil uji F menghasilkan nilai signifikansi 0,000, yang menegaskan bahwa seluruh variabel secara simultan berperan dalam model keputusan pembelian. Kesimpulan kajian ini menempatkan kualitas produk dan citra merek sebagai faktor utama dalam proses evaluasi konsumen, sementara promosi harga berfungsi sebagai faktor pendukung yang memerlukan penguatan strategi komunikasi.
Co-Authors Angelyn Angelyn Anita Wahyuni Atika Yusniari Aulia Francisca Febrianti Benny Benny Djoko Soelistya EDUARDO SINAGA elvi rahmi elvi Eric Eric Erni Yanti Natalia Fadhilla Rizqa Febi Pangain Tua Siregar Febriana Valentin Manalu Femendy, Femendy Gunartik Gunartik Hermanto Hermanto Heryenzus Heryenzus Heryenzus Heryenzus, Heryenzus Intan Utna Sari Intan Utna Sari Intan Utnasari Jenifer Jontro Simanjuntak Leli Sumanti Lubis Liau Shelly MEGA SIFTI MINARTI Meta Hariska Tanjung Minn, Tong Lie Monica Putri Mortigor Afrizal Purba Muhammad Anano Nur Aisyah Nur Hanna Amran Otinia Zega Pradiva Garini Ruslan Purba, Tiurniari Reny Wilija Sihite Retno Purwani Setyaningrum Steviany Steviany Suhardi Suhardi Tiurniari Purba TIURNIARI PURBA Vargo Christian L. Tobing Veronika Veronika Yoga, Yoga Syahputra Yongki Yongki Zesvin Zesvin