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All Journal Proceedings of Annual International Conference Syiah Kuala University - Social Sciences Chapter Ekonomikawan : Jurnal Ilmu Ekonomi dan Studi Pembangunan Jurnal Riset Akuntansi dan Bisnis JURNAL ILMIAH MANAJEMEN & BISNIS KUMPULAN JURNAL DOSEN UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA Journal of Economic, Bussines and Accounting (COSTING) Maneggio: Jurnal Ilmiah Magister Manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Manajemen International Journal of Business Economics (IJBE) Enrichment : Journal of Management Ihsan: Jurnal Pengabdian Masyarakat Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) ABDI SABHA (Jurnal Pengabdian kepada Masyarakat) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Proceeding International Seminar of Islamic Studies Prosiding Seminar Nasional Universitas Serambi Mekkah Journal of International Conference Proceedings Prioritas : Jurnal Pengabdian Kepada Masyarakat Medani : Jurnal Pengabdian Masyarakat Jurnal Inovasi dan Pengabdian
Nel Arianty
Universitas Muhammadiyah Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Social Sciences Other

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Model of Intention to Purchase Environmentally Friendly Products of SMEs Deli Serdang Nel Arianty; Julita; Sri Fitri Wahyuni
Jurnal Manajemen Vol. 29 No. 2 (2025): June 2025
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v29i2.2618

Abstract

This study aims to determine how the green marketing model is developed in small and medium enterprises to increase consumer buying interest during the new normal period in the Deli Serdang Regency. From the data processing results using Structural Equation Modeling (SEM) Partial Least Square (PLS). The study results indicate that green products to increase consumer buying interest are negative and insignificant. Green products cannot increase consumer buying interest. Green prices to increase consumer buying interest are negative and significant. Green prices can increase consumer buying interest. Green places to increase consumer buying interest are positive and insignificant. At the same time, green promotion towards consumer buying interest is positive and significant. When viewed from the data processing, SME business actors in Deli Serdang Regency need to develop a green marketing model.
Pengaruh Online Customer Review Dan Online Costumer Rating Terhadap Keputusan Pembelian Produk Fashion Dengan Trust Sebagai Variabel Intervening Pada Marketplace Shoppee Di Kota Medan Permana, Apdimas; Nel Arianty
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 5 No. 2 (2025): Artikel Riset Juli 2025
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v5i2.6328

Abstract

Online Customer Review merupakan ulasan yang diberikan oleh konsumen setelah melakukan pembelian dan menjadi salah satu bentuk komunikasi elektronik (eWOM) yang dapat mempengaruhi ekspektasi dan keputusan pembelian konsumen. Online Customer Rating adalah bentuk penilaian konsumen dalam bentuk simbol bintang sebagai bentuk evaluasi terhadap kualitas produk atau layanan. Keputusan Pembelian merupakan tindakan konsumen dalam memilih, mempertimbangkan, dan akhirnya memutuskan untuk membeli suatu produk berdasarkan informasi dan kepercayaan yang dimiliki. Trust adalah pengetahuan atau persepsi konsumen terhadap keandalan dan kredibilitas penjual yang memengaruhi keyakinan mereka dalam mengambil keputusan pembelian secara online. Data dan informasi diambil dari konsumen salah satu online shop di shopee yaitu Niponso Official di Kota Medan. Penelitian ini bertujuan untuk mengetahui pengaruh online customer review terhadap keputusan pembelian, online costumer rating terhadap keputusan pembelian, online customer review terhadap trust, online costumer rating terhadap trust, trust terhadap keputusan pembelian, online customer review terhadap keputusan pembelian melalui trust, dan online costumer rating terhadap keputusan pembelian melalui trust. Sampel penelitian ini yang digunakan adalah 96 responden konsumen. Teknik pengumpulan data dalam penelitian ini menggunakan teknik angket dan teknik analisis data SEM- PLS. (1) Online Customer Review terhadap Keputusan Pembelian berpengaruh signifikan P- Values sebesar 0,034<0,05. (2) Online Customer Rating terhadap Keputusan Pembelian berpengaruh signifikan P-Values sebesar 0,000<0,05. (3) Online Customer Review terhadap Trust berpengaruh signifikan P-Values sebesar 0,000<0,05. (4) Online Customer Rating terhadap Trust berpengaruh signifikan P-Values sebesar 0,002<0,05. (5) Trust terhadap Keputusan Pembelian berpengaruh signifikan P-Values sebesar 0,009<0,05.
Smart Quality Control Berbasis IOT untuk Peningkatan Mutu Pengemasan Makanan Kering di Umkm Te-Man Pospera Kampung Kurnia Belawan Riza, Ferdy; Martiano, Martiano; Arianty, Nel
Prioritas: Jurnal Pengabdian Kepada Masyarakat Vol. 7 No. 02 (2025): EDISI SEPTEMBER 2025
Publisher : Universitas Harapan Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

UMKM TE-MAN POSPERA di Kampung Kurnia, Belawan, Sumatera Utara, menghadapi tantangan dalam pengemasan makanan kering berbasis ikan teri, dengan 28% produk terbuang akibat kontaminasi kelembapan dan umur simpan pendek (2-3 minggu) karena metode pengemasan manual. Program Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan kualitas dan efisiensi produksi melalui pengembangan model Smart Quality Control (Smart QC) berbasis IoT dan vacuum seal packing. Kegiatan meliputi sosialisasi, pelatihan selama 7 hari, penerapan teknologi, serta pendampingan dan evaluasi. Hasilnya, sistem Smart QC dengan sensor kelembaban (<12% RH) meningkatkan konsistensi kualitas produk hingga 60% dan mengurangi pemborosan bahan baku hingga 25%, sementara vacuum sealing memperpanjang umur simpan hingga beberapa bulan. Pelatihan meningkatkan keterampilan pekerja dalam menggunakan teknologi modern, mendukung daya saing UMKM.
THE EFFECT OF BRAND TRUST AND UNIVERSITY REPUTATION ON STUDENT'S DECISION TO CHOOSE MANAGEMENT STUDY PROGRAM IN THE FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA Arianty, Nel; Julita, Julita
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 1 No. 2 (2021): December
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (333.274 KB) | DOI: 10.54443/ijebas.v1i2.39

Abstract

This study aims to determine the effect of brand trust and university reputation on purchasing decisions, namely student decisions in choosing the Management Study Program at the UMSU Faculty of Economics and Business. The approach taken in this research is to use an associative approach, namely research that seeks to examine how a variable has a relationship or relationship with other variables. Sampling was carried out by non-probability sampling technique, and by incidental sampling approach. The population in this study were all students of the 2018/2019 UMSU Management Study Program, and the sample used in this study amounted to 126 respondents using the slovin technique. Data were collected by questionnaire method. The data analysis technique used multiple linear regression, classical assumption test, t test, F test and coefficient of determination. The results showed that the brand trust variable had a significant effect on purchasing decisions, and the university reputation variable had a significant effect on purchasing decisions. Based on the simultaneous test, the variable brand trust and university reputation have a significant effect on purchasing decisions.
Hubungan Green Marketing Dan Product Quality Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Mediasi Pada Produk Es Krim Mixue Medan Nel Arianty
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 5 No. 3 (2025): Artikel Riset Nopember 2025
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v5i3.7143

Abstract

Green marketing merupakan sebuah strategi pemasaran yang berorientasi pada kepedulian lingkungan. Product quality menggambarkan mutu produk Mixue, meliputi cita rasa dan kebersihannya. Sementara itu, brand image adalah gambaran merek Mixue di benak para konsumen, dan purchase decision merupakan keputusan yang diambil konsumen dalam membeli produk Mixue Krakatau. Penelitian ini bertujuan untuk mengevaluasi beberapa aspek, yaitu hubungan green marketing, product quality, dan brand image terhadap purchase decision, hubungan green marketing dan product quality terhadap brand image, serta hubungan green marketing dan product quality terhadap purchase decision dengan peran mediasi brand image. Jenis penelitian yang digunakan adalah penelitian asosiatif, dengan jumlah sampel sebanyak 96 responden yang merupakan pelanggan gerai Mixue Medan, cabang Krakatau. Teknik pengumpulan data dilakukan menggunakan daftar pernyataan berupa kuesioner, sedangkan teknik analisis data yang dipakai adalah Path Analysis. Selain itu, untuk menguji tujuh hipotesis yang dirumuskan dalam penelitian ini, digunakan aplikasi Partial Least Square (SmartPLS). Hasil penelitian memperlihatkan bahwa hubungan green marketing (P-Values 0,000 < 0,05), product quality (P- Values 0,000 < 0,05), dan brand image (P-Values 0,002 < 0,05) terhadap purchase decision bersifat positif dan signifikan. Selanjutnya, hubungan green marketing (P-Values 0,000 < 0,05) dan product quality (PValues 0,014 < 0,05) terhadap brand image juga menunjukkan hasil yang positif dan signifikan. Demikian pula, hubungan green marketing (P-Values 0,004 < 0,05) dan product quality (P-Values 0,043 < 0,05) terhadap purchase decision melalui brand image ditemukan bersifat positif dan signifikan.
MODEL OF SOCIAL AND ECONOMIC CHARACTERISTICS OF MSMEs IN UTILIZING ONLINE MEDIA TO INCREASE PEOPLE'SPOWER IN BATANG KUIS DISTRICT Julita Julita; Nel Arianty; Rahmad Bahagia
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 1 No. 1 (2021): October (October-December)
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (346.306 KB) | DOI: 10.54443/morfai.v1i1.50

Abstract

The purpose of the study was to determine and analyze the effect of Social Characteristics on Purchasing power, to find out and analyze the influence of MSME Economy on the Purchasing power, to find out and analyze the influence of online media on Purchasing power, to determine and analyze the influence, Social Characteristics, Economics of SMEs, and Online Media onPurchasing powerto the community in Batang Kuis District. The results showed that social characteristics had no significant effect on purchasing power. This shows the influence of the digital era that has been widely carried out in buying and selling interactions, so that direct social interaction is very rarely carried out. The MSME economy has a significant effect on purchasing power. This shows the influence of the community's economy that influences the purchase of a product. Online media has a significant effect on purchasing power. This shows the influence of social media which has been widely used by the community in carrying out activities including buying the necessary needs through social media.
Building the Brand Image: An Empirical Examination of Antecedents and Consequences Purnama, Nadia Ika; Arianty, Nel; Rialdy, Novien
Jurnal Manajemen Vol. 30 No. 1 (2026): February 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v30i1.3240

Abstract

This study aims to analyze the effect of service quality on student satisfaction and its impact on the brand image of private universities in North Sumatra, with word of mouth (WOM) as a mediating variable. This study uses a quantitative approach with a survey method of active students from several private universities. The results of the analysis show that service quality has a significant effect on student satisfaction; satisfaction affects brand image; and WOM affects brand image. In addition, WOM has been shown to mediate the effect of satisfaction on brand image. This finding confirms that student satisfaction directly impacts brand image and WOM, an influential informal communication channel. This research provides theoretical contributions to the development of consumer behaviour models in the higher education sector and practical implications for higher education management to improve services and strengthen the institution's image.
Improving Branding in Namo Mbelin Village UMKM Nel Arianty
Jurnal Inovasi dan Pengabdian Vol. 1 No. 2 (2025): Jurnal Inovasi dan Pengabdian
Publisher : Athallah Publishing Globalndo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64845/bhaktika.v1i2.66

Abstract

The main problem faced by MSMEs in Namo Mbelin Village is a lack of understanding of the importance of branding and low digital marketing implementation. This program aims to improve the ability of MSMEs to strengthen their brand identity through innovative promotional media and business digitalization. These activities include observation, interviews, outreach, and hands-on practice related to banner creation, business location registration on Google Maps, and digital marketing assistance. These activities have increased the visibility of three fostered MSMEs (Tina Catering, Fotocopy De'Odi, and Toko Munthe), which now have visual identities and digital exposure. Furthermore, these activities, ecoprint tote bags, used cooking oil candle making, and financial literacy, have also strengthened the socio-economic impact of the community. The resulting contribution is seen in the increased competitiveness of MSMEs through branding and sustainable digital innovation.
Strategi Green Marketing Dalam Komersialisasi Pupuk Organik Berbasis Limbah Ternak Di Tanjung Karang, Selangor Nel Arianty; Jufrizen Jufrizen; Siti Mujiatun
IHSAN : JURNAL PENGABDIAN MASYARAKAT Vol 8, No 1 (2026): Ihsan: Jurnal Pengabdian Masyarakat (April)
Publisher : University of Muhammadiyah Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/ihsan.v8i1.29195

Abstract

Kegiatan ini bertujuan dalam upaya meningkatkan kapasitas kelompok peternak dan pengelola limbah ternak di Tanjung Karang, Selangor dalam mengimplementasikan strategi green marketing pada komersialisasi pupuk organik berbasis limbah ternak. Permasalahan utama mitra meliputi keterbatasan dalam aspek pemasaran, belum adanya identitas merek dan kemasan yang menarik, serta rendahnya pemanfaatan media digital. Metode pelaksanaan kegiatan dilakukan melalui pelatihan dan pendampingan yang mencakup penyampaian materi green marketing mix, pelatihan branding dan desain kemasan ramah lingkungan, serta pendampingan pemasaran digital. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan keterampilan mitra dalam menyusun strategi pemasaran yang lebih terstruktur, membangun identitas produk, serta memanfaatkan media sosial sebagai sarana promosi. Dengan adanya program ini memberikan dampak positif terhadap penguatan ekonomi masyarakat sekaligus mendorong praktik pertanian berkelanjutan melalui optimalisasi limbah ternak.
Co-Authors Abdullah, Ikhsan Adek Devira Purba Al-Hafizh , Fahri Arsya Ari Andira Arif Pratama Marpaung Bima Ghafara Dewi Andriany Dita Ariska Edisah Putra Nainggolan Edisah Putra Nainggolan Fajar Kurniawan Ferdy Riza Jufrizen Julita Julita Julita Julita Julita Julita Julita Julita, Julita Martiano, Martiano Masyhura MD Muhammad Affan Ghifari Siregar MUIS FAUZI RAMBE Munthe, Nindi Palensia br Nadia Ika Purnama Novien Rialdy Permana, Apdimas Purnama, Nadia Ika Rahmad Bahagia Rini Astuti Rini Astuti Astuti Seprida Hanum Harahap, Seprida Hanum Siti Mujiatun Sri Endang Rahayu Sri Fitri Wahyuni