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All Journal Al-Kharaj: Journal of Islamic Economic and Business Jurnal Manajemen Bisnis Eka Prasetya Community Development Journal: Jurnal Pengabdian Masyarakat Quantitative Economics and Management Studies JRMB (JURNAL RISET MANAJEMEN & BISNIS) Jurnal Pengabdian Masyarakat Inovasi Outline Journal of Education Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Journal of Artificial Intelligence and Digital Business The Eastasouth Management and Business West Science Business and Management West Science Islamic Studies Gudang Jurnal Pengabdian Masyarakat Journal of Innovative and Creativity PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Pengabdian Masyarakat Eka Prasetya Menulis: Jurnal Penelitian Nusantara
Sugesti, Edwin
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Harga, dan Brand Image Terhadap Keputusan Pembelian Nasution, Edwin Sugesti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.504

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh harga, dan brand image terhadap keputusan pembelian tiket Maskapai Lion Air. Populasi dalam penelitian ini adalah seluruh konsumen dari Maskapai Lion Air di Kota Medan Provinsi Sumatera Utara. Sampel sebanyak 100 responden. Variabel independen dalam penelitian ini adalah harga, dan brand image, sedangkan variabel dependen adalah keputusan pembelian. Instrumen dalam penelitian ini menggunakan kuesioner yang kemudian diolah dengan menggunakan software aplikasi SPSS versi 26. Untuk menganalisis data menggunakan regresi linear berganda. Hasil penelitian ini secara parsial bahwa harga berpengaruh positif signifikan terhadap keputusan pembelian tiket Maskapai Lion Air di Kota Medan. Brand image berpengaruh negatif tidak signifikan terhadap keputusan pembelian tiket Maskapai Lion Air di Kota Medan. Secara simultan hasil penelitian menunjukkan bahwa harga, dan brand image berpengaruh positif signifikan terhadap keputusan pembelian tiket Maskapai Lion Air di Kota Medan, hasil nilai Adjusted  R Square  sebesar 30,2% dibuktikan secara empiris.
Analyzing the Influence of Knowledge Management and Innovation on the Competitive Advantage of Creative MSMEs in Medan Polonia City: A Quantitative Approach Nasution, Edwin Sugesti
Quantitative Economics and Management Studies Vol. 6 No. 5 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems4104

Abstract

This study aims to analyze the influence of knowledge management and innovation on competitive advantage among micro, small, and medium enterprises (MSMEs) in the creative sector in Medan City. The research focuses on MSME actors located in Medan Polonia District, a prominent hub for creative economic activities with dynamic business growth. A quantitative approach was employed using a survey method and structured questionnaires distributed to 100 respondents. Data were analyzed using multiple linear regression with the aid of SPSS version 26. The results reveal that both knowledge management and innovation have a significant and positive influence on competitive advantage, both partially and simultaneously. Among the dimensions of knowledge management, knowledge sharing emerged as the most dominant indicator, while collaborative innovation was the leading factor within the innovation variable. These findings indicate that integrating systematic knowledge processes with a continuous innovation culture enhances MSMEs’ ability to compete, respond to customer needs, and offer uniqueness in their products and services. This study supports the resource-based view (RBV) and dynamic capabilities theory, which suggest that knowledge and innovation are strategic, inimitable resources that drive long-term competitive advantage. The practical implications emphasize the importance of training, digitalization, and collaborative innovation ecosystems to strengthen the competitive capacity of MSMEs in Indonesia’s creative industries. Future studies are recommended to examine the role of digital literacy, leadership, and technological readiness as supporting variables in the sustainable development of competitive advantage among MSMEs.
The Influence of Promotion, Brand Image and Facilities on the Decision to Choose Prime One School Katrine; Edwin Sugesti Nasution
Outline Journal of Education Vol. 1 No. 2: August 2022
Publisher : Outline Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61730/oje.v1i2.19

Abstract

This study aims to determine the Effect of Promotion, Brand Image, and Facilities Toward Decision To Choose Prime One School. The population in this study were all parents of students in Prime One School in 2019 totaling 1.699 people. The sampling technique used in this study was the Slovin formula and amounted to 94 respondents. The results of the analysis of the study showed that the Promotion and Brand Image partially have a positive and significant effect on the decision to choose a Prime One School school while Facility have no effect. The results showed that the Promotion, Brand Image and Facilities simultaneously have a significant effect on The decision to choose Prime One School. The results of this study are supported by the value of Adjusted R Square R2 which means that Promotion, Brand Image and Facilities can explain the decision to choose and the remaining is influenced by other variables outside of this study such as service quality, psychological factors.
SYNERGY BETWEEN LEGISLATORS AND ACADEMICS FOR THE ECONOMIC SELF-RELIANCE OF PEMATANG JOHAR Nasution, Edwin Sugesti; Moktar, Brilian; Kanchanawongpaisan, Sipnarong; Sartiyah, Sartiyah; Khun, Loo Teck; Abd.Rashid, Muhammad Hafiz; Kurniawan, Rendi
Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Vol 5, No 2 (2025): Desember 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jpstm.v5i2.5575

Abstract

Abstract: This community service activity aims to strengthen village economic self-reliance through synergy between legislators and academics in Pematang Johar Village, Deli Serdang Regency. The program was designed using a participatory and educational approach that integrates academic perspectives and public policy to enhance community capacity in entrepreneurship, economic awareness, and understanding of policy support for village economic development. The implementation methods included lectures and interactive discussions focusing on local potential-based business development, community participation in economic activities, and the role of legislators in supporting village economic empowerment. Evaluation was conducted using pre- and post-activity questionnaires to assess changes in participants’ understanding, attitudes, and motivation. The results indicate significant improvements across all evaluation indicators, including understanding of village economic self-reliance, awareness of community and legislative roles, entrepreneurial knowledge, self-confidence, and motivation to engage in sustainable economic activities. The findings demonstrate that synergy between academics and legislators provides added value in community empowerment by combining knowledge transfer with policy perspectives. Overall, this community service activity contributes to strengthening community capacity, collective awareness, and social capital as foundations for sustainable village economic self-reliance. Keywords: community service; village economic self-reliance; community empowerment; legislators; academics Abstrak: Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat kemandirian ekonomi desa melalui sinergi antara legislator dan akademisi di Desa Pematang Johar, Kabupaten Deli Serdang. Kegiatan dirancang menggunakan pendekatan edukatif dan partisipatif yang mengintegrasikan perspektif akademik dan kebijakan publik untuk meningkatkan kapasitas masyarakat dalam kewirausahaan, kesadaran ekonomi, serta pemahaman terhadap peran kebijakan dalam pengembangan ekonomi desa. Metode pelaksanaan meliputi ceramah dan diskusi interaktif yang berfokus pada pengembangan usaha berbasis potensi lokal, partisipasi masyarakat dalam kegiatan ekonomi, serta peran legislator dalam mendukung pemberdayaan ekonomi desa. Evaluasi kegiatan dilakukan melalui kuesioner sebelum dan sesudah kegiatan untuk mengukur perubahan pemahaman, sikap, dan motivasi peserta. Hasil evaluasi menunjukkan adanya peningkatan yang signifikan pada seluruh indikator, termasuk pemahaman tentang kemandirian ekonomi desa, peran masyarakat dan legislator, pengetahuan kewirausahaan, kepercayaan diri, serta motivasi untuk mengembangkan usaha secara berkelanjutan. Hasil kegiatan ini menunjukkan bahwa sinergi antara akademisi dan legislator memberikan nilai tambah dalam proses pemberdayaan masyarakat melalui penguatan kapasitas dan perspektif kebijakan. Secara keseluruhan, kegiatan pengabdian ini berkontribusi dalam membangun kapasitas masyarakat, kesadaran kolektif, dan modal sosial sebagai fondasi kemandirian ekonomi desa yang berkelanjutan. Kata kunci: pengabdian kepada masyarakat, kemandirian ekonomi desa, pemberdayaan masyarakat, legislator, akademisi
Bagaimanakah Pengaruh Data Analytics Terhadap Pengembangan Pemasaran di Era Digital Achmad Ridwan; Edwin Sugesti Nasution; Loso Judijanto; Eka Adnan Agung; Nadia Dwi Irmadiani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.3732

Abstract

Era digital telah membawa perubahan mendasar dalam strategi pemasaran, di mana data analytics menjadi fondasi utama untuk mendukung pengambilan keputusan yang lebih efektif. Penelitian ini bertujuan untuk menganalisis pengaruh data analytics terhadap pengembangan pemasaran, khususnya dalam konteks usaha mikro, kecil, dan menengah (UMKM) di Indonesia. Metode yang digunakan adalah studi literatur dengan membandingkan fenomena empiris dan pendekatan teoretis dari berbagai penelitian terdahulu. Hasil kajian menunjukkan bahwa data analytics berperan signifikan dalam meningkatkan efektivitas segmentasi, targeting, dan positioning (STP), sekaligus memperkuat customer engagement dan brand awareness melalui personalisasi serta interaksi digital yang lebih relevan.Selain memberikan peluang strategis, penelitian ini juga menemukan adanya tantangan besar dalam penerapan data analytics di sektor UMKM. Hambatan yang dihadapi meliputi rendahnya literasi digital, keterbatasan infrastruktur, biaya implementasi, serta resistensi budaya organisasi. Faktor-faktor ini memperlihatkan adanya kesenjangan antara teori yang menekankan pentingnya data analytics dengan realitas implementasi di lapangan. Meskipun demikian, dengan dukungan regulasi pemerintah, penguatan literasi digital, serta pendampingan teknis dari berbagai pihak, tantangan ini dapat diatasi sehingga UMKM dapat memaksimalkan manfaat data analytics.Implikasi teoretis dari penelitian ini adalah memperkaya literatur pemasaran digital dengan menegaskan peran data analytics sebagai sumber daya strategis yang mendorong agility dan integrasi omnichannel. Sementara itu, implikasi praktisnya adalah memberikan rekomendasi bagi UMKM untuk menjadikan data analytics sebagai bagian inti dari strategi bisnis dalam menghadapi persaingan global. Penelitian ini menyimpulkan bahwa data analytics bukan sekadar alat analisis, tetapi pilar penting dalam membangun keberlanjutan bisnis dan keunggulan kompetitif di era digital. Keywords: Data analytics, pemasaran digital, customer engagement, UMKM.
Service Quality in Halal Tourism and Perceived Value as Determinants of Satisfaction and Revisit Intention among Muslim Travelers Nurhasanah, Dila Padila; Nasution, Edwin Sugesti; Chandra, Johnny; Moktar, Brilian; Harja, Ngiw Aman
West Science Islamic Studies Vol. 4 No. 02 (2026): West Science Islamic Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsiss.v4i02.2801

Abstract

This study investigates the influence of service quality in halal tourism and perceived value on tourist satisfaction and revisit intention among Muslim tourists in Indonesia. A quantitative approach was employed using data collected from 150 respondents through a structured questionnaire based on a Likert scale. The data were analyzed using SmartPLS 3 to evaluate both the measurement and structural models. The results indicate that service quality has a significant positive effect on perceived value and tourist satisfaction. Perceived value also significantly influences satisfaction and revisit intention. Furthermore, tourist satisfaction is found to have the strongest effect on revisit intention and plays a significant mediating role in the relationship between service quality, perceived value, and revisit intention. These findings highlight the importance of delivering high-quality, halal-compliant services that enhance perceived value and satisfaction, ultimately strengthening tourist loyalty. This study contributes to the halal tourism literature by providing empirical evidence on the integrated relationships among key variables and offers practical insights for improving the competitiveness of Indonesia’s halal tourism sector.
DIGITAL LEADERSHIP BOOTCAMP UNTUK UMKM. MENINGKATKAN KEMAMPUAN ADAPTASI MANAJERIAL DI ERA INDUSTRI 4.0. DI KECAMATAN MEDAN TEMBUNG Edwin Sugesti Nasution; Dedy Lazuardi
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.v5i6.46842

Abstract

Transformasi digital yang terjadi pada era Industri 4.0 menuntut pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mampu beradaptasi dengan perubahan teknologi dan mengembangkan pola kepemimpinan yang responsif serta berbasis data. Namun, kenyataannya sebagian besar pelaku UMKM masih belum memiliki literasi digital manajerial yang memadai, terutama dalam konteks pengambilan keputusan, pemanfaatan teknologi, dan manajemen tim secara digital. Kegiatan pengabdian ini bertujuan untuk meningkatkan kemampuan adaptasi manajerial UMKM melalui pelatihan intensif Digital Leadership Bootcamp di Kecamatan Medan Tembung, Kota Medan. Metode pelaksanaan menggunakan pendekatan partisipatif dan experiential learning selama tiga hari, dengan lima materi utama: digital mindset, penggunaan aplikasi manajemen digital, strategi adaptasi bisnis, kolaborasi tim digital, dan penyusunan action plan berbasis data. Hasil pre-test dan post-test menunjukkan peningkatan signifikan dengan rata-rata kenaikan skor lebih dari 30 poin di seluruh materi. Selain itu, peserta menunjukkan antusiasme tinggi dalam menyusun rencana aksi yang dapat diimplementasikan secara langsung dalam kegiatan usaha mereka. Evaluasi akhir juga menunjukkan 92% peserta merasa pelatihan sangat relevan dan bermanfaat. Temuan ini menunjukkan bahwa pendekatan pelatihan berbasis digital leadership efektif membangun kapasitas manajerial UMKM secara komprehensif. Kegiatan ini berpotensi direplikasi dan dikembangkan lebih lanjut sebagai model pengabdian masyarakat untuk mendorong transformasi digital UMKM secara berkelanjutan di berbagai daerah.
Customer Strategy Transformation Through CRM Innovation And Product Quality: Its Impact On Loyalty At Nou Coffee Shop: Transformasi Strategi Pelanggan Melalui Inovasi CRM dan Kualitas Produk: Dampaknya terhadap Loyalitas di Nou Coffee Shop Roseline roseline; Hommy Dorthy Ellyany Sinaga; Edwin Sugesti Nasution
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.336

Abstract

Nou Coffee is a local coffee shop in Medan adopts a modern, fast, efficient, and digitally integrated concept to deliver high-quality coffee. However, consumer loyalty has recently declined, indicated by fewer repeat visits and reduced digital interactions. The implementation of Customer Relationship Management (CRM) has often been less effective due to its generalized interactions, highlighting the need for more personalized, data-driven communication to strengthen relationships with consumers. In addition, product quality remains a key factor in building loyalty, including aspects such as taste, consistency, hygiene, raw materials, and comfort. Although Nou Coffee already uses high-quality coffee beans and a digital system, some customers perceive the taste and presentation consistency as unstable. This indicates that product quality is still the primary key to maintaining customer satisfaction and loyalty, even more important than technological convenience. The study employed a descriptive quantitative method. The population consisted of all consumers who had made purchases at Nou Coffee, totaling 10,122 customers. Using Slovin’s formula with a 95% confidence level and a 5% margin of error, the sample size was determined to be 385 respondents. The conclusion drawn from this research is that both partially and simultaneously, Customer Relationship Management (CRM) and Product Quality significantly influence consumer loyalty at Nou Coffee Shop.
The Influence of Social Media Marketing and Product Diversity on Honda Motorcycle Purchase Interest at PT. Berlian Bintang Mas Prycillia Putri Dwi Vani; Dian Setyorini; Hommy Dorthy Ellyany Sinaga; Edwin Sugesti Nasution; Fery Wahyudi
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10155

Abstract

This study aims to determine the simultaneous and partial influence of social media marketing and product diversity on purchase intention at PT. Berlian Bintang Mas. Data were obtained from 110 respondents, customers of PT. Berlian Bintang Mas, using purposive sampling. Data analysis used multiple linear regression with the model: purchase intention = 1.678 + 0.268 social media marketing + 0.449 product diversity + e. The results indicate that partially, social media marketing and product diversity have a positive and significant influence on purchase intention, as evidenced by a significance value below 0.05 and a calculated t-test greater than the t-table, as evidenced by an F-value of 1647.489 with a significance below 0.05. The coefficient of determination (R²) of 0.969 indicates that 96.9% of the variation in purchase intention can be explained by social media marketing and product diversity, while the remaining 3.1% is influenced by other factors outside this research model.
Pendampingan Strategi Live Commerce Melalui Tiktok Live Untuk Meningkatkan Conversion Rate Dan Omzet Penjualan Cakar Ayam UMKM Pasar Bengkel Edwin Sugesti Nasution; Novica Irawati; Brilian Moktar; Ngiw Aman Harja; Johnny Chandra
Gudang Jurnal Pengabdian Masyarakat Vol. 4 No. 2 (2026): GJPM - Juli
Publisher : PT. Gudang Pustaka Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/gjpm.v4i2.2199

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan efektivitas pemasaran digital UMKM Pasar Bengkel yang memproduksi ceker ayam siap konsumsi melalui pemanfaatan fitur TikTok Live. Permasalahan yang dihadapi mitra meliputi sistem pemasaran yang masih konvensional, rendahnya jangkauan promosi, terbatasnya interaksi dengan konsumen, serta penurunan penjualan akibat perubahan pola pasar. Metode pelaksanaan menggunakan Participatory Action Research (PAR) yang meliputi observasi, sosialisasi, pelatihan, pendampingan, dan evaluasi selama 30 hari yang dibagi menjadi enam periode. Evaluasi dilakukan menggunakan analisis Growth Rate, Sales Growth Ratio (SGR), dan Conversion Rate (CR). Hasil kegiatan menunjukkan rata-rata jumlah penonton TikTok Live meningkat dari 18 menjadi 166 orang atau sebesar 822,2%. Jumlah transaksi meningkat dari 4 menjadi 28 transaksi (600,0%), sedangkan omzet meningkat dari Rp520.000 menjadi Rp3.960.000 (661,5%). Nilai SGR menunjukkan penjualan meningkat 3 kali lipat, transaksi 7 kali lipat, dan omzet 7,62 kali lipat, sedangkan CR mencapai 16,87% yang termasuk kategori sangat baik. Hasil tersebut membuktikan bahwa TikTok Live efektif memperluas jangkauan promosi, meningkatkan interaksi dengan konsumen, serta mendorong peningkatan penjualan dan pendapatan UMKM secara berkelanjutan.
Co-Authors Abd.Rashid, Muhammad Hafiz Achmad Ridwan Agung, Eka Adnan Brilian Moktar Dedy Lazuardi Dian Setyorini Fery Wahyudi Hana Salsabila Hommy Dorthy Ellyany Sinaga Hommy Dorthy Ellyany Sinaga Johnny Chandra Kanchanawongpaisan, Sipnarong Katrine Khun, Loo Teck Kurniawan, Rendi Loo Teck Khun Loso Judijanto Muammar Rinaldi Muhammad Hafiz Abd.Rashid Nadia Dwi Irmadiani Nampira, Ardi Azhar Ngiw Aman Harja Novica Irawati Nurhasanah, Dila Padila Pretty Elfrida Sirait Pretty Elfrida Sirait Prycillia Putri Dwi Vani PUTRI WAHYUNI Putri Wahyuni Rendi Kurniawan Roseline Roseline Sartiyah Sartiyah Sartiyah Sartiyah, Sartiyah Sipnarong Kanchanawongpaisan Stefanie Vina Vina Vina Yulianti