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All Journal Jurnal Ekonomi Jurnal Wira Ekonomi Mikroskil JURNAL ILMU EKONOMI & SOSIAL Dinamisia: Jurnal Pengabdian Kepada Masyarakat Martabe : Jurnal Pengabdian Kepada Masyarakat Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat Procuratio : Jurnal Ilmiah Manajemen Jurnal Ilmiah Akuntansi dan Bisnis Journal of Management and Business Innovations Journal of Research in Business, Economics, and Education JMK Jurnal Manajemen dan Kewirausahaan International Journal on Social Science, Economics and Art JURNAL REGIONOMIC Al-Jamahiria : Jurnal Komunikasi dan Dakwah Islam
Nasrul Efendi
Universitas Mikroskil
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Impact Of Brand Identity, Halal Awareness On Purchasing Decisions With Promotional Interventions Suci Pertiwi; Nasrul Efendi; Tya Wildana Hapsari Lubis; Pioner Pelawi
Jurnal Ekonomi Vol. 29 No. 3 (2024): November 2024
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v29i3.2318

Abstract

This research aims to determine the influence of brand identity and halal awareness on purchasing decisions, with promotion as an intervening variable. The population includes people who consume imported instant noodles. Using convenience sampling and the Lameshow formula, 96 respondents were surveyed. The hypothesis tests show that brand identity positively affects purchasing decisions, while halal awareness does not. Additionally, promotion does not impact purchasing decisions, but brand identity positively influences promotion. Indirectly, brand identity and halal awareness do not affect purchasing decisions through promotion. The adjusted R square value for purchasing decisions is 0.755, indicating that 75.500 per cent of the variation in purchasing decisions is explained by the independent variables, with 24.500 per cent influenced by other factors not studied.
Live Streaming, Content Marketing, Flash Sale In Online Shopping Decisions For E-Commerce Nasrul Efendi; Pioner Pelawi; Anto Tulim
Jurnal Ekonomi Vol. 29 No. 3 (2024): November 2024
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v29i3.2521

Abstract

This study underscores the pressing need to support the growth and success of e-commerce platforms in addressing the challenges and seizing the opportunities of today's digital commerce landscape. The primary objective of the research is to assess the impact of live streaming, content marketing, and flash sales on the online shopping decisions of users on Tokopedia. The study employs a descriptive statistical analysis, combining qualitative methods with quantitative elements. The research population consists of Tokopedia users in Medan City, with purposive sampling used to select participants. A convenience sampling technique determined the sample size, which included 260 respondents. The results of the study show that content marketing has a significant and notable effect on online shopping decisions, whereas flash sales and live streaming have smaller effects and are not statistically significant.
The Role of Internet Media in Enhancing MSME Sales in Tanjung Balai City Efendi, Nasrul; Pelawi, Pioner; Ginting, Mbayak; Ginting, Sugianta Ovinus; Siagian, Hanny; Lubis, Tya Wildana Hapsari
Journal of Management and Business Innovations Volume: 07, Number: 01, 2025
Publisher : Management Department Universitas Islam Negeri Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jombi.v7i01.24310

Abstract

This study aimd to examine the extent of internet media use and its impact on sales growth among MSMEs in Tanjung Balai City. This type of research is a descriptive qualitative study using a qualitative triangulation approach, which integrates observation, semi-structured interviews, questionnaires, and documentation to strengthen data validity without conducting statistical tests. The results of the study indicate that optimal use of internet media results in an average increase in sales of 32% compared to the period before adoption. The most widely used media and contributing to this increase is Facebook social media. Other findings in this study suggest that MSME actors still lack a strategic understanding of how to utilize digital platforms effectively and other obstacles related to limited technological infrastructure and high market competition, which hinder product visibility and consumer engagement. These results indicate the need for capacity building initiatives and digital literacy training to help MSMEs maximize the benefits of internet media for business growth. Keywords: Digital Marketing, MSMEs, Tools
Introduction to Digital Marketing for Youngpreneurs Efendi, Nasrul; Pertiwi, Suci; Hapsari, Tya Wildana
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2023): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v6i2.3198

Abstract

Young entrepreneurs are people who are skilled in taking advantage of opportunities in developing their business with the aim of improving life for the better, this generation is also called youngpreneurs.  Young entrepreneurs play an important role in the Indonesian economy, because their activities are considered to increase economic growth, productivity, innovation, and employment [1].     Along with the increasingly rapid changes, especially in the field of digitalization technology, these young entrepreneurs have many advantages in the use of technology that will later be useful in their business practices. Later, this generation of young entrepreneurs (youngpreneurs) is expected to increase the number of entrepreneurial needs in Indonesia to 3.95% by 2024 in accordance with the national target of the Ministry ofKopUKM [2]. The lives of these younger generations certainly cannot be separated from technology, because they were born and grew up in the midst of technological developments. The younger generation is also known as the generation that is proficient in operating the internet whether for entertainment, study, or work. Therefore, this can help the process of improving the quality of young entrepreneurs which can be done anywhere and anytime. The younger generation is guided and given knowledge about entrepreneurship not only the steps of entrepreneurship, but also to the practice of using technology, especially knowledge about digital marketing that can support entrepreneurial activities available today, such as the use of e-commerce and social media. This really needs to be done so that the younger generation accustomed to entrepreneurship can help meet the level of entrepreneurship needs. Limited resources that people have as consumers such as time and costs that cause them to prefer to shop online both using e-commerce and social media because it saves more time and costs. There are various ways to do entrepreneurship such as using existing applications, namely Instagram, TikTok, Shopee, Lazada and Tokopedia. With their expertise in social media, it will make it easier to implement a digital marketing system that in practice involves activities on social media and the internet, so that in the future it will open and expand job opportunities and help increase the number of entrepreneurial needs and achieve national entrepreneurial growth targets [3].  The partner's problem is the need for knowledge of digital marketing concepts that are relevant to the current marketing system and strategy for youngpreneurs, namely students of SMAS Methodist 1 Tanjung Morawa. The solution we offer in this service is to provide knowledge about digital marketing, especially to students who are still in high school
PENGEMBANGAN KARAKTER KEPEMIMPINAN OSIS SMA SWASTA PRIMBANA MEDAN MELALUI KONSEP PEMBELAJARAN OUTBOUND TRAINING Efendi, Nasrul; Siagian, Hanny; Ginting, Mbayak; Sri Wahyuni, Rayu; Melki Mozart Siregar, Ekun
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 8, No 8 (2025): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v8i8.%p

Abstract

Karakter sering disamakan dengan watak, kepribadian, dan sifat seseorang. Sebenarnya, karakter merupakan akumulasi dari ketiganya, yang terbentuk melalui proses belajar dan pengaruh lingkungan sekitar. Karakter seseorang biasanya tercermin dalam perilaku mereka, apakah itu positif atau negatif. Pendidikan formal dan informal memiliki peran penting dalam pembentukan karakter, terutama di abad ke-21 yang penuh dengan perubahan cepat dan kompleks. Sekolah, sebagai tempat pembelajaran, berperan besar dalam mengembangkan karakter siswa, baik dari segi kecerdasan, kepekaan hati, dan kesehatan fisik, yang diharapkan membentuk individu yang mandiri di masa depan. Di SMA Swasta Primbana, tantangan utama adalah membentuk karakter anggota OSIS yang dapat memimpin dengan baik. Beberapa masalah yang dihadapi meliputi kurangnya rasa tanggung jawab, semangat yang menurun, perbedaan persepsi, dan komunikasi yang buruk. Kegiatan pengabdian masyarakat ini bertujuan untuk melatih sikap kepemimpinan, seperti tanggung jawab dan toleransi, melalui metode pembelajaran berbasis permainan yang menyenangkan dan mudah dipahami. Keberhasilan kegiatan ini akan diukur menggunakan pendekatan quasi-experiment one-group pre-test dan post-test untuk mengetahui peningkatan pengetahuan peserta.
The Role of AI and FoMO in Marketing Transformation in Driving Generation Z Shopping Decisions Efendi, Nasrul; Lubis, Tya Wildana Hapsari; Hutagalung, Apni; Gultom, Cinta
JMK (Jurnal Manajemen dan Kewirausahaan) Vol 10 No 3 (2025): September
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/jmk.v10i3.7721

Abstract

This study examines how Artificial Intelligence (AI) and Fear of Missing Out (FoMO) contribute to changes in purchasing behavior among Generation Z. The study involved individuals aged 17 to 26 who actively use the Shopee platform. A total of 511 participants were recruited using convenience sampling, based on the Lemeshow formula for an unknown population size. Data analysis was conducted using SmartPLS 3, incorporating evaluation of convergent validity, Average Variance Extracted (AVE), discriminant validity, composite reliability, R-squared value, path significance, and effect size. The findings indicate that AI has a strong and statistically significant effect on purchasing decisions (f² = 0.813, p = 0.000), indicating its effectiveness in influencing Generation Z's online shopping behavior. In contrast, FoMO only showed a negligible and insignificant impact (f² = 0.018, p = 0.515), indicating limited empirical support for its role in shaping purchasing decisions.
Interpersonal Communication Skills as Librarian: Systematic Literature Review: Keterampilan Komunikasi Interpersonal sebagai Pustakawan: Sebuah Tinjauan Literatur Sistematis Mustofa, Muhamad Bisri; Efendi, Nasrul; Sentiana, Fegi; Wuryan, Siti; Sudarto, Aye
Al-Jamahiria : Jurnal Komunikasi dan Dakwah Islam Vol. 2 No. 1 (2024): January-June 2024
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/al-jamahiria.v2i1.8178

Abstract

Seorang pustakawan memilki peranan penting dalam pengelolaan perpustakaan. Tidak adanya kemampuan pustakawan untuk berkomunikasi secara interpersonal adalah salah satu alasan mengapa pemustaka tidak puas dengan layanan perpustakaan. Untuk memberikan layanan yang baik dan memuaskan pengunjung, pustakawan harus mampu berperan secara aktif menjadi sumber informasi bagi pemustaka, sehingga pemustaka merasa nyaman dan puas dengan layanan yang diberikan perpustakaan.  Akibatnya, pustakawan diharuskan untuk dapat berkomunikasi dengan orang lain. Penelitian ini merupakan sebuah kajian studi literatur dengan metode Systemic Literature Review (SLR) pada database Google Scholar dalam rentang waktu lima tahun terakhir.  Adapun hasil penelitian ini, menemukan bahwa adanya integrasi antara kemampuan komunikasi Interpersonal, pustakwan, dan keterampilan komunikasi interpersonal pustakawan pada artikel-artikel yang telah dipublikasi ini. Oleh karena itu, penulis menyimpulkan bahwa sebuah perpustakaan yang baik adalah pustaka yang mampu memuaskan hasrat pembaca tidak hanya dari sisi kelengkapan buku yang akan dibaca, akan tetapi, juga memiliki kemampuan dalam berkomunikasi dengan baik dalam pelayanannya.    A librarian plays an important role in library management. Librarians' lack of ability to communicate interpersonally is one of the reasons why visitors are not satisfied with library services. To provide a good service and satisfy visitors, librarians must be able to play an active role as a source of information for visitors so that they feel comfortable and satisfied with the services provided by the library. As a result, librarians are required to be able to communicate with others. This research is a literature review using the Systemic Literature Review (SLR) method on the Google Scholar database within the last five years. The results of this study found an integration between Interpersonal communication skills, librarians, and librarians' interpersonal communication skills in these published articles. Therefore, the author concludes that a good library is a library that can satisfy the desires of readers not only in terms of the completeness of books to be read but also can communicate well in its services.
Pengaruh Citra Merek, Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Restoran KFC H.Adam Malik Sim, Steven; Efendi, Nasrul; Lubis, Tya Wildana Hapsari
Jurnal Wira Ekonomi Mikroskil Vol. 14 No. 1 (2024): Volume 14 Nomor 1 Edisi April 2024
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v14i1.1219

Abstract

AbstrakPenulisan ini bertujuan untuk mengetahui dan menganalisis Pengaruh Citra Merek, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dengan Studi Kasus pada Pelanggan KFC.H.Adam Malik Kota Medan. Penelitian ini menggunakan teknik pengambilan sampel Purposive Sampling dan menggunakan metode Nonprobability Sampling dan menggunakan rumus Lemeshow dengan jumlah sampel sebanyak 100 responden. Metode analisis data yang digunakan dalam penelitian ini adalah analisis linier berganda. Pengujian secara parsial (Uji t) menunjukkan bahwa variabel independent Kualitas Produk dan Kualitas Pelayanan berpengaruh terhadap Kepuasan Pelanggan, sedangkan variabel Citra Merek tidak berpengaruh terhadap Kepuasan Pelanggan. Hasil secara simultan (Uji F) yang menunjukkan bahwa ketiga variabel independent (Citra Merek, Kualitas Produk dan Kualitas Pelayanan) berpengaruh terhadap variabel dependent (Kepuasan Pelanggan) Hasil Adjusted R2 yang diperoleh sebesar 81,9% dan sisanya 18,1%  dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Skincare Skintific Pada Mahasiswa/ I Kota Medan Agustina, Risky Mulya; Efendi, Nasrul; Tulim, Anto
Jurnal Wira Ekonomi Mikroskil Vol. 14 No. 1 (2024): Volume 14 Nomor 1 Edisi April 2024
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v14i1.1221

Abstract

Penelitian tersebut bertujuan untuk mengetahui dan menganalisis Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Produk Skincare Skintific pada Mahasiswa/ I di Kota Medan. Jenis penelitian tersebut merupakan jenis penelitian deskriptif kuantitatif. Teknik penentuan sampel pada penelitian menggunakan non-probability sampling dengan metode Accidental. Dilakukan dengan penyebaran kuisioner secara online menggunakan google form 100 sampel, yaitu konsumen produk Skincare Skintific. Metode analisis data yang digunakan adalah analisis regresi linear berganda. Hasil pengujian secara parsial menunjukkan bahwa variabel Kualitas Produk berpengaruh positif dan tidak signifikan terhadap keputusan pembelian produk skincare Skinitific sedangkan Harga dan Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian produk skincare Skintific. Selanjutnya hasil pengujian secara simultan menunjukkan bahwa variabel independent (Kualitas Produk, Harga dan Promosi) berpengaruh positif dan signifikan terhadap variabel dependent (Keputusan Pembelian). Koefisien determinasi menunjukkan bahwa variabel Kualitas Produk, Harga dan Promosi dapat menjelaskan variasi terhadap Keputusan Pembelian sebesar 84,2% sedangkan sisanya 15,8% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian tersebut.
Pengaruh Fomo, Hedonic Shopping, Dan Shopping Lifestyle Terhadap Impulsive Buying Pada E-Commerce Shopee Putri Ratna Sari; Nasrul Efendi; Sherly Joe
Jurnal Wira Ekonomi Mikroskil Vol. 15 No. 2 (2025): Volume 15 Nomor 2 Edisi Oktober 2025
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v15i2.1929

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Fear of Missing Out (FoMO), Hedonic Shopping, dan Shopping Lifestyle Terhadap Impulsive Buying Pada pengguna E-commerce Shopee di Kecamatan Tanjung Morawa. Penelitian ini merupakan jenis penelitian kuantitatif dengan teknik penentuan sampel non-probability sampling menggunakan metode purposive sampling. Data diperoleh melalui penyebaran kuesioner secara online kepada 100 responden. Analisis data menggunakan analisis regresi linear berganda. Hasil pengujian secara parsial (Uji-t) menunjukkan bahwa variabel Hedonic Shopping tidak berpengaruh positif dan signifikan terhadap Impulsive Buying pada e-commerce Shopee sedangkan Fear of Missing Out (FoMO) dan Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulsive Buying pada e-commerce Shopee. Hasil pengujian secara simultan (Uji F) menunjukkan bahwa variabel Fear of Missing Out (FoMO), Hedonic Shopping, dan Shopping Lifestyle berpengaruh positif dan signifikan terhadap variabel Impulsive Buying. Koefisien determinasi (Adjusted R Square) menunjukkan bahwa variabel Fear of Missing Out (FoMO), Hedonic Shopping, dan Shopping Lifestyle dapat menjelaskan variasi terhadap Impulsive Buying sebesar 61,9% sedangkan sisanya 38,1% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian tersebut.
Co-Authors Agustina, Risky Mulya Andi Andi Apren Halomoan Hutasoit Aren Halomoan Hutasoit Djoni Djoni Ella Silvana Ginting Ferdinand Ferdinand Fuji Hilmawati Ginting, Mbayak Ginting, Sugianta Ovinus Gultom, Cinta Hanny Siagian Hanny Siagian Hanny Siagian Hapsari, Tya Wildana Hutagalung, Apni Jimmy Halim Kelvinia Kelvinia Kevin Huang Lubis, Tya Wildana Hapsari Mbayak Ginting Melki Mozart Siregar, Ekun Muhamad Bisri Mustofa Muhammad Umar Maya Putra Naca Perangin-angin Pelawi, Pioner Pertiwi, Suci Pioner Pelawi Pioner Pelawi Purnaya Sari Br. Tarigan Putri Ratna Sari Sarmauli Hanny Siagian Sentiana, Fegi Sherly Joe Siagian, Hanny Siagian, Hanny Sian Yet Sim, Steven Siti Wuryan Sri Wahyuni, Rayu Suci Pertiwi Suci Pertiwi Sudarto, Aye Sugianta Ovinus Ginting Suwianto Suwianto Tulim, Anto Tya Wildana Hapsari Lubis William William