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All Journal Jurnal Niaga Dan Bisnis Abdimas Talenta : Jurnal Pengabdian Kepada Masyarakat Jurnal Disrupsi Bisnis Jurnal Ilmiah Wahana Pendidikan KomunikA Transekonomika : Akuntansi, Bisnis dan Keuangan INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Bisnis Administrasi (BIS-A) Formosa Journal of Applied Sciences (FJAS) JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi Journal of Economics and Business (JECOMBI) Jurnal bintang manajemen Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Jurnal Riset Manajemen dan Ekonomi Jurnal Serambi Ekonomi dan Bisnis Simangunsong Journal of Business Administration, Management, Economic and Accounting Nusantara Journal of Multidisciplinary Science Neraca Manajemen, Akuntansi, dan Ekonomi Ebisnis Manajemen Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal Business Administration (JBA): Entrepreneurship and Creative Indutry Jurnal Price : Ekonomi dan Akuntasi Jejak digital: Jurnal Ilmiah Multidisiplin Journal Arbitrase : Economy, Management and Accounting
Hafiza Adlina
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)

 1 
THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON THE PURCHASE DECISION OF VIDEO ON DEMAND NETFLIX SUBSCRIPTION: (Study on Netflix Users in Medan City) Gultom, Monica Desyderya; Adlina, Hafiza; Siregar, Onan Marakali
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 2 No. 1 (2022): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v2i1.389

Abstract

The Covid-19 pandemic has caused changes in aspect of life. These changes have influenced the communication industry which created the concept of Video on Demand. Netflix is one of the streaming services that have a variety of shows such as movies, anime, documentaries, and many more. During the first time, Netflix came to Indonesia, they had many issues with government and public services. This research aims to analyze the effect of electronic word of mouth (E-WOM) and brand image on the purchase decision of Netflix subscriptions in Medan city. The research used an associative method with a quantitative approach. The sample and populations in this research are 100 people who have used Netflix in Medan City. Data were collected using a survey method and then analyzed by using simple linier regression. The results of the research conducted reveal that the E-WOM variable (X1) has no significant effect on purchasing decisions. Meanwhile, the brand image variable (X2) has significantly influenced purchasing decisions. However, E-WOM and brand image have an equal (simultaneous) effect on purchase decisions (Y). The result of the correlation coefficient (R) of 0.836, where this coefficient value shows the relationship between E-WOM and brand image on purchasing decisions.
THE INFLUENCE OF STORE ATMOSPHERE AND VIRAL MARKETING ON BUYING DECISION: (Study on Seis Café & Public Space Consumers on Sei Silau Street, Medan City) Farhan, Muhammad Rafdy; Adlina, Hafiza
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 2 No. 1 (2022): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v2i1.410

Abstract

This study aims to analyze the influence of Store Atmosphere on Buying Decisions on Seis Café & Public Space consumers, analyze the effect of Viral Marketing on Buying Decisions on Seis Café & Public Space consumers, analyze the influence of Store Atmosphere and Viral Marketing on Buying Decisions on Seis Café & Public Space consumers. The research method used in this research is quantitative approach. The population in this study was Seis Café & Public Space consumers, the sample set was 100 consumers (respondents) with a sampling technique using purposive sampling. Data collection techniques in this study used primary data obtained from distributing questionnaires google form, for secondary data obtained through books and articles related to this study. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear analysis, partial test, simultaneous test and determination test. The results of the research conducted indicate that the Store Atmosphere (X1) and Viral Marketing (X2) variables have a significant effect on Buying Decisions (Y). Store Atmosphere and Viral Marketing variables simultaneously affect Buying Decisions (Y). The coefficient of determination test shows that there is a very close relationship between Store Atmosphere and Viral Marketing, towards Buying Decisions with an R value of 0.797 through an adjusted R square value, it is revealed that Store Atmosphere and Viral Marketing variables contribute 63.8%, to Buying Decisions, while 36,2% is influenced by other variables beyond the study.
THE EFFECTS OF BRAND AMBASSADOR, SOCIAL MEDIA MARKETING, AND ADVERTISING CAMPAIGN OF SOMETHINC PRODUCT ON PURCHASE INTENTION: (Study On Somethinc Users in Medan City) Azzuhra, Annisa; Adlina, Hafiza
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 1 (2023): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i1.872

Abstract

The increasing awareness within the community regarding the significance of skincare, especially for the face, has led to a high demand for facial care products, resulting in the emergence of numerous new skincare brands in the market. Among these brands, Somethinc has gained prominence, particularly in Medan City, where it secured the top position in skincare sales on e-commerce platforms in 2022. This research aims to investigate the impact of brand ambassadors, social media marketing, and advertising campaigns for Somethinc products on purchase intention within the Medan City community. The study employs a quantitative research approach with an associative methodology and utilizes SPSS software for data analysis. The research population comprises all members of the community in Medan City who use Somethinc, with a total of 100 respondents as the sample. The findings indicate that the brand ambassador variable has a negative and statistically insignificant effect on purchase intention, while the variables of social media marketing and advertising campaigns have a positive and statistically significant impact. The F-test results reveal that all three independent variables collectively influence the purchase intention of Somethinc products within the Medan City community, explaining 64.9% of the variance.
THE INFLUENCE OF VIDEO ADVERTISING, PRICE DISCOUNTS AND FREE TIKTOK SHOP SHIPPING ON PURCHASE INTEREST OF NORTH SUMATRA UNIVERSITY STUDENTS Tursina, Zahra; Adlina, Hafiza
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 2 (2024): FEBRUARY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i2.877

Abstract

Tiktok Shop is an e-commerce platform highly sought after by Indonesian consumers, with a significant presence in the global market. This research seeks to evaluate the impact of video advertising, discounts, and free shipping on purchasing intent among students at the University of North Sumatra. Employing a quantitative methodology, this study utilized a sample of 100 students who are TikTok users. The sampling technique employed was purposive sampling, with 100 respondents participating. Primary data was collected through questionnaires distributed via Google Form, complemented by secondary data from existing literature. The research involved testing the reliability and validity of the research instrument, assessing classical assumptions, and analyzing hypotheses through multiple linear regression in SPSS. The findings demonstrate that video advertising, discounts, and free shipping exert a significant and positive influence on the purchasing intent of University of North Sumatra students, both individually and collectively. The results of the F-test indicate that the three independent variables jointly account for a substantial 47% influence on the purchasing intent of University of North Sumatra students.
THE EFFECT OF PERCEIVED TRUST AND PERCEIVED ENJOYMENT ON REPURCHASE INTENTION: (Study on Tokopedia Users in Medan City) Mulia, Nana Tri; Adlina, Hafiza
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 2 (2024): FEBRUARY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i2.879

Abstract

One of the e-commerce that has been well known by some Indonesians is Tokopedia. Tokopedia is ranked as the first most trusted e-commerce and as the most visited e-commerce in 2022. The domination of using Tokopedia compared to other e-commerce has led to various perceptions provided by Tokopedia so that it attracts users to repurchase. The purpose of this study was to determine the effect of perceived trust and perceived enjoyment on repurchase intention of Tokopedia users in Medan City. This research was conducted using quantitative techniques with a research sample of 100 respondents who are Tokopedia users in Medan City. The analysis techniques used include instrument tests, classical assumption tests, multiple linear regression analysis and hypothesis testing. The results of this study show that Perceived Trust has a significant positive effect on Repurchase Intention with a sig value of 0.000 <0.05 and Perceived Enjoyment has a significant positive effect on Repurchase Intention with a sig value of 0.019 <0.05. In simultaneous testing, the Perceived Trust and Perceived Enjoyment variables simultaneously have a positive effect on Repurchase Intention with an influence level of 61.3%.
THE INFLUENCE OF WORD OF MOUTH, NCT DREAM AS A BRAND AMBASSADOR AND BONUS PACK ON BUYING INTEREST IN LEMONILO NOODLE PRODUCTS: (Study on Consumers of Lemonilo Noodle Products in Medan City) Putri Lubis, Zahwa Nadia; Adlina, Hafiza
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 3 (2024): MAY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i3.1163

Abstract

This research aims to examine the impact of word of mouth, brand ambassadors, and bonus packs on the buying interest of consumers in Medan City who purchase Lemonilo Noodle Products. The study utilizes a quantitative research approach with an associative method. The researchers employed a nonprobability sampling technique, specifically the purposive sampling method. The findings of this study indicate that the word of mouth variable has a significant positive effect on buying interest, as evidenced by the tvalue of 5.074, which is greater than 1.986, and a significance level of 0.000, which is less than 0.05. Similarly, the brand ambassador variable also has a significant positive effect on buying interest, with a tvalue of 2.278, greater than 1.986, and a significance level of 0.001, less than 0.05. Furthermore, the bonus pack variable also demonstrates a significant positive effect on buying interest, with a tvalue of 2.564, greater than 1.986, and a significance level of 0.000, less than 0.05. Additionally, the overall results of this study indicate that all the variables are interconnected, as evidenced by the fvalue of 17.686, greater than 3.09. Hence, this study provides valuable insights into the factors influencing buying interest in Lemonilo Noodle Products.
Co-Authors Aini, Khofifah Amelia, Farah Ananta Fernando Azzuhra, Annisa Edbert, Jeffry Emilia Ramadhani Farhan, Muhammad Rafdy Fauzia, Dila Latul Giovandhi, Leonardo Gultom, Monica Desyderya Hamdi Hasibuan, Muhammad Rizky Hudzaifa, Rio Hutama, Elbert Hutasoit, Rifka Jeciska Shelly F. Sihombing Jeremi Siagian Kevin Samuel Benammi Brahmana Kirana, Tegar Lubis, Raisya Aulia Luthfy Aulia Lubis Lydia Lasroita Simorangkir M. Ihsan M. Syafii Marpaung, Nicholas Marwah Muhammad Ihsan Muhammad Zaki Hanafia NST Mulia, Nana Tri Nana Dyki Dirbawanto, Nana Dyki Natasia, Rachel Novliady, Ferry Pradira Aritonang, Robbi Putri Lubis, Zahwa Nadia Putri, Erlina Putri, Pamela Subihana Rahma, Nazela Aulia Rahmatika Pertiwi Matondang Ramanda, Bima Safira, Bela Safrin Sari, Bintang Permata Sari, Salwa Nurmala Selli Selfia Septiani Rafella Sinaga Siagian, Muhammad Fathur Ramadhan Siagian, Sarah Nabila Sihombing, Jeciska Sinaga, Mega Astria Sinar, T. Bahtazar Muhammad Siregar, Onan Marakali Sitorus, Mhd Raja Utama Situmorang, Putri Abigel Sonnia Appriliani Rizki Stiffanny, Nichollin Syakinah, Wildan Tetty Yuliaty Tursina, Zahra Venserjude, Muhammad Balkis Viktor Manurung Widya Puspita Zain, M. Riwanda Firdaus