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Satria Tirtayasa
Universitas Muhammadiyah Sumatera Utara
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Effect Of Service Quality On Consumer Satisfaction Moderated By Government Policy During The Covid 19 Pandemic Khair, Hazmanan; Tirtayasa, Satria; Eva Trisna, Fadila
International Journal of Science, Technology & Management Vol. 3 No. 5 (2022): September 2022
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v3i5.634

Abstract

The purpose of this study was to determine and analyze the effect of Service Quality on consumer satisfaction moderated by government policies during the covid 19 pandemic. The method used in this study is to use the explanatory approach. The population in this study were students in the city of Medan. The number of samples used in this study amounted to 140 people. Data collection techniques used in this study using a questionnaire technique/questionnaire. Data analysis techniques in this study using descriptive statistical analysis and data analysis with partial least square (PLS). Data processing in this study using Smart PLS 3 Software program. The results of this study showed that Tangibels has a positive and insignificant influence on consumer satisfaction, Assurance has a positive and significant influence on consumer satisfaction, Responsiveness has a positive and significant influence on consumer satisfaction, Empathy has a positive and significant influence on consumer satisfaction, Reability has a positive and significant influence on consumer satisfaction, Tangibels has a positive and insignificant influence on, Assurance has positive and insignificant influence on consumer satisfaction moderated by government policy, Responsiveness has positive and insignificant influence on consumer satisfaction moderated by government policy, Empathy has positive and insignificant influence on consumer satisfaction moderated by government policy, Reability has positive and insignificant influence on consumer satisfaction moderated by government policy.
The Effect Of Product Quality, Price, And Innovation On Marketing Performance Moderated Consumer Purchasing Power In UMKM Of Boba Drinks In Deli Serdang Tirtayasa, Satria
International Journal of Science, Technology & Management Vol. 3 No. 6 (2022): November 2022
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v3i6.642

Abstract

The purpose of this study was to see the effect of product quality, price, and innovation on marketing performance moderated by the purchasing power of consumers in UMKM of Boba Drinks in Deli Serdang. This study uses an associative research approach. The population of this study is all the users of UMKM in the beverage sector (especially beverage Boba) in the District of Deli Serdang. The population in this research does not know certain, and the sample in this study takes 100 UMKM Boba Drinks based on the Lemeshow formula. Sample of 100 UMKM boba drinks. in the District of Deli Serdang distributed in districts located in urban areas, district Kec. Tanjung Morawa, District.Percut Sei Tuan, District .Sunggal, District. Lubuk Pakam, District. Labuhan Deli. Each city took 20 UMKM as a sample. Hypothesis test in this research using regression hierarchy. Based on the results of research product quality affects the marketing performance of UMKm Boba Drinks in Deli Serdang regency. Price affects the marketing performance of B UMKM Boba Drinks in Deli Serdang regency. Innovation affects the marketing performance of UMKM Boba Drinks in Deli Serdang regency. Purchasing ability can moderate the influence of product quality on the marketing performance of UMKM Boba Drinks in Deli Serdang regency. Purchasing ability can moderate the influence of prices on the marketing performance of UMKM Boba Drinks in Deli Serdang regency. Purchasing ability can moderate the influence of innovation on the marketing performance of UMKM Boba Drinks in Deli Serdang regency.
Internasionalisasi Pembelajaran Pemasaran Digital: Implementasi Service Learning Berbasis Studi Kasus UMKM Indonesia Di UITM Kuala Lumpur Satria Tirtayasa; Ahmad Afandi
Jurnal Inovasi dan Pengabdian Vol. 2 No. 1 (2026): Jurnal Inovasi dan Pengabdian
Publisher : Athallah Publishing Globalndo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64845/bhaktika.v2i1.162

Abstract

Amidst the increasingly integrated ASEAN economic landscape, the ability of Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing has become an imperative, yet higher education institutions often face limitations in providing cross-national comparative insights. This knowledge gap, particularly for the academic community at Universiti Teknologi MARA (UiTM) Kuala Lumpur, whose materials focus on the domestic Malaysian context, hinders the development of a regionally relevant curriculum. Responding to this issue, this community service activity was designed to bridge this gap with the aim of enhancing the digital marketing literacy and practical skills of 40 UiTM lecturers and students. The program utilizes the Indonesian MSME ecosystem as a case study laboratory to provide a deep understanding of strategic concepts like Segmentation, Targeting, Positioning (STP) and the customer journey, train participants in campaign plan development, strengthen Indonesia-Malaysia comparative insights, and initiate an academic collaboration network. This activity was implemented using a Service Learning (SL) approach in the format of a full-day interactive workshop at the UiTM Kuala Lumpur Campus. The learning process was systematically designed, combining a knowledge-sharing session on the Indonesian MSME landscape with in-depth material structured into four modules: foundations of digital marketing strategy (STP, marketing funnel); selection and optimization of marketing channels (social media, marketplace); creative content development strategy (copywriting, storytelling); and an introduction to digital advertising and Key Performance Indicator (KPI)-based performance measurement. The culmination of this method was a guided practical session where participants worked in groups to apply all concepts to develop a comprehensive digital marketing campaign plan based on a provided Indonesian MSME case study. The program evaluation revealed highly positive outcomes. From a cognitive aspect, there was a significant increase in participant understanding, with a comparative analysis of pre-test and post-test scores showing an average knowledge improvement of 45%. From a psychomotor aspect, success was reflected in the concrete outputs of structured and applicable draft digital marketing plans from each group, encompassing audience analysis, channel selection, content pillar ideas, and realistic KPI setting. A prominent qualitative result was the strengthening of comparative insights, which emerged during the final discussion session where participants actively compared the digital ecosystems of Indonesia and Malaysia. This success was also marked by the opening of a dialogue for further collaboration between the two institutions. It is concluded that this community service activity was holistically successful, not only in transferring technical knowledge and practical skills but also in building an essential cross-cultural bridge of understanding in the ASEAN economic era. This program effectively proved that the use of cross-national case studies can be a powerful learning tool to enrich teaching materials and prepare a more regionally competitive human resource. The primary significance of this activity lies in its affirmation that the cross-national Service Learning model is an innovative approach capable of producing a dual impact: enhancing individual capacity and strengthening sustainable institutional relationships.
The Efficacy of Artificial Intelligence (AI) Adoption in Enhancing Social Media Marketing Creativity for Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra: A Comprehensive Investigation N, Achmad Puariesthaufani; Tirtayasa, Satria
New Economy Vol. 2 No. 1 (2026)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/5xxqda48

Abstract

This research investigates the efficacy of Artificial Intelligence (AI) adoption in enhancing social media marketing creativity among Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra. It examines how AI tools influence ideation, content generation, and strategic execution of marketing campaigns. Amidst digital transformation, social media platforms are crucial for MSMEs, and AI offers transformative potential for optimizing marketing efforts and fostering creativity. Despite AI's growing recognition, empirical evidence on its impact on MSME marketing creativity, especially in developing economies, remains limited, highlighting a gap in understanding its nuanced influence beyond mere automation. Employing a qualitative descriptive approach, this study utilizes semi-structured interviews to explore the lived experiences of MSME representatives, analyzing themes related to AI adoption, marketing creativity, and productivity. Preliminary quantitative data from 350 respondents indicates varying levels of AI usage across regions, with social media marketing widely adopted but direct AI application for product design less prevalent. Findings suggest that AI integration significantly enhances ideation, content originality, and strategic campaign alignment, positioning AI as a catalyst for creativity and marketing productivity for resource-limited MSMEs. This study contributes empirically by quantifying AI's impact, demonstrating its role as a strategic partner in unlocking creative expression and driving superior marketing outcomes for MSMEs in North Sumatra.
Co-Authors Ade Gunawan Afif Ahmad Afandi Ainanur Ainanur Anggita Putri Lubis Anita Mura Islaini Arini Fauziah Beby Nofriza Biasna Br Bancin Candra Pranata Manihuruk Dian Setyorini Elida Olivia Pangaribuan Erni Manja Eva Trisna, Fadila Fajar Pasaribu Fajar Pradipto Utomo Febry Ramadhani Hasmanan Khair Hasmanan Khair Hasrudy Tanjung, Hasrudy Hazamanan Khair Hazmanan Kahir Hazmanan Khair Hazmanan Khair, Hazmanan Hermawan, Joko Hery Syahrial Hery Syahrial Imelda andayani Intan Julita Hartati Ira Nadra Irma Nina Fauziah Ritonga Januri Jaroddi Jaroddi Jufrizen Kartaatmaja, R.S. Lailan Safina Hasibuan M Randy Gunawan Maya Sari, Maya Sari Mohammad Yusri Muammar Sajali Muhammad Fadli Muhammad Rahmat Muhammad Said Siregar Muhammad Yusron MUIS FAUZI RAMBE Mukmin Mukmin Munadia Istiqamah Myisha Nevianda Myisha Nevianda Tuzzahra N, Achmad Puariesthaufani Nadia Ika Purnama Nasib Owen De Pinto Simanjuntak Pirari, Wimpi Siski Purba, Roberto Roy R.S. Kartaatmaja Rhilo Ahadi Rahman Ricky Kurniawan Sabrina, R Sandhi Fialy Harahap Siagian, Hendra Sakti Putra Sugeng Sukoco Suwito Suwito Syafrida Yani Harahap Tambunan, Elisabet Tohap Parulian Tusakdiah, Halimah Utami Herawati Yeni Ardini Daulay Yuni Satria Yusri, Mohammad