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All Journal Jurnal Manajemen dan Agribisnis Jurnal Bisnis dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS Maneggio: Jurnal Ilmiah Magister Manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Mantik Jurnal Manajemen Bisnis International Journal of Business Economics (IJBE) Enrichment : Journal of Management LEGAL BRIEF Indonesian Journal of Education, Social Sciences and Research (IJESSR) Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) International Journal Of Science, Technology & Management (IJSTM) Jurnal Ekonomi Proceeding International Seminar of Islamic Studies International Journal of Applied Finance and Business Studies Journal of Student Development Informatics Management (JoSDIM) Jurnal SALMAN : Sosial dan Manajemen Jurnal Inspirasi Binsis dan Manajemen Journal of International Conference Proceedings Proceedings of The International Conference on Business and Economics International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) International Journal of Economic, Technology and Social Sciences (Injects) International Journal of Economics, Business and Innovation Research Journal of Business Integration Competitive New Economy Jurnal Inovasi dan Pengabdian
Satria Tirtayasa
Universitas Muhammadiyah Sumatera Utara
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Reconstruction of Branding and Promotion Strategies to En-hance the Attractiveness of New Student Enrollment at Pri-vate Polytechnics in the City of Medan Ratih Amelia; Satria Tirtayasa; Zakia Fadila; Ahmad Fadli; Yochi Elanda
Journal of Business Integration Competitive Vol. 2 No. 2 (2026): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v2i2.79

Abstract

This study aims to analyze the influence of promotion, accreditation, and brand image on student attractiveness in private polytechnics in Medan City. The background of this study is driven by the declining number of student enrollments, which is associated with less effective promotional strategies, suboptimal accreditation quality, and weak institutional branding. This research employs a quantitative approach with an associative method. Data were collected through questionnaires using a Likert scale, supported by documentation and literature review. The data were analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression analysis, followed by hypothesis testing through t-test and F-test. The results indicate that promotion, accreditation, and brand image partially have a positive and significant effect on student attractiveness. Simultaneously, these three variables also show a significant influence on student attractiveness. Among the variables, brand image is identified as the most dominant factor affecting student attractiveness. These findings suggest that increasing student enrollment cannot rely on a single factor, but requires an integrated approach involving effective promotional strategies, improvement of institutional quality through accreditation, and strengthening of institutional brand image. This study contributes to the development of marketing strategies in higher education institutions and provides practical insights for improving institutional competitiveness in an increasingly competitive educational environment
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.
E-SATISFACTION AND E-LOYALTY: THE ROLE OF BRAND IMAGE AND E-SERVICE QUALITY Satria Tirtayasa; Jufrizen Jufrizen; Wimpi Siski Pirari; Maya Sari Maya Sari
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 8 No 1 (2024): March
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/j25485024.y2024.v8.i1.5677

Abstract

The effect of brand image and e-service quality on e-loyalty is mediated via e-satisfaction, as this study's empirical evidence demonstrates. Four variables are used in the study model, which applies the idea of mediation. SEM-PLS is used to assess each association. A total of 384 Medan-based Shopee e-commerce users who have made at least three online purchases were included in this study using a purposive sample technique. An online questionnaire was used for data collecting, and the partial least squares (PLS) analysis method was used for data analysis. The study's findings revealed that e-satisfaction was positively and significantly impacted by brand image, e-satisfaction was positively and significantly impacted by e-service quality, e-loyalty was positively and significantly impacted by brand image, e-satisfaction positively and significantly impacted by e-loyalty, and brand image affects e-loyalty through e-satisfaction and e-service quality through e-satisfaction. According to this research, e-satisfaction acts as a mediator between brand image and e-service quality's effects on e-loyalty and e-commerce. The e-satisfaction measure should be analyzed or used as an independent variable rather than a mediating variable, according to recommendations for additional research.
Co-Authors Ade Gunawan Afif Ahmad Afandi Ahmad Fadli Ainanur Ainanur Anggita Putri Lubis Anita Mura Islaini Arini Fauziah Beby Nofriza Biasna Br Bancin Candra Pranata Manihuruk Dian Setyorini Elida Olivia Pangaribuan Elisabet Tambunan 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 Jufrizen 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 Purba, Roberto Roy R.S. Kartaatmaja Ratih Amelia Rhilo Ahadi Rahman Ricky Kurniawan Sabrina, R Sandhi Fialy Harahap Siagian, Hendra Sakti Putra Sugeng Sukoco Suwito Suwito Syafrida Yani Harahap Tohap Parulian Tusakdiah, Halimah Utami Herawati Wimpi Siski Pirari Yeni Ardini Daulay Yochi Elanda Yuni Satria Yusri, Mohammad Zakia Fadila