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All Journal Quantitative Economics Journal Arthavidya Jurnal Ilmiah Ekonomi Journal Of Management Science (JMAS) Ensiklopedia Education Review JUMAN Tools (Jurnal Manajemen Tools) JURNAL LENTERA BISNIS Community Engagement and Emergence Journal (CEEJ) Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Journal of Management and Bussines (JOMB) JPM: JURNAL PENGABDIAN MASYARAKAT Jurnal Pengabdian Masyarakat Indonesia Britain International of Humanities and Social Sciences (BIoHS) Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen dan Bisnis Digital Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat Journal of International Conference Proceedings International Conference on Sciences Development and Technology International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) International Journal of Economic, Technology and Social Sciences (Injects) Journal of Management, Economic, and Accounting JURNAL RUMPUN MANAJEMEN DAN EKONOMI International Journal of Economics, Accounting, and Management International Journal of Management, Economic and Accounting CITAKARYA Jurnal Pengabdian Masyarakat PHINISI
Dewi Nurmasari Pane
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
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Digital Marketing of Banking Products: The Role of Brand Image and Promotion in Shaping Customer Loyalty at BRI in Medan City Fitra Arlina Nasution; Dewi Nurmasari Pane
International Journal of Economics Accounting and Management Vol. 2 No. 5 (2026): IJEAM - January 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v2i5.1935

Abstract

Digital transformation has significantly reshaped marketing strategies in the banking sector. This study examines the effect of Digital Marketing on Customer Loyalty, with Brand Image and Promotion as mediating variables, in the context of Bank Rakyat Indonesia (BRI) in Medan City. A quantitative explanatory research design was employed using a sample of 100 banking customers selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Digital Marketing significantly influences Brand Image, Promotion, and Customer Loyalty. Furthermore, Brand Image and Promotion partially mediate the relationship between Digital Marketing and Customer Loyalty. The structural model explains 63% of the variance in Customer Loyalty. The findings highlight the strategic role of integrated digital marketing initiatives in strengthening brand perception and enhancing long-term customer loyalty in the banking industry.
ANALYSIS OF PERCEIVED CONVENIENCE 4.0 AND DIGITAL EXPERIENCE QUALITY ON CONTINUANCE USAGE BEYOND BASIC FEATURE LIVIN' BY MANDIRI WITH AFFECTIVE TRUST AS MEDIATION IN MEDAN CITY Hambali; Muhammad Dharma Tuah Putra; Dewi Nurmasari Pane
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18611645

Abstract

This study aims to analyze the influence of Perceived Convenience 4.0 and Digital Experience Quality on Continuance Usage Beyond Basic Features among users of the Livin' by Mandiri mobile banking application, with Affective Trust as a mediating variable. This study uses a quantitative approach with the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data were obtained from Livin' user respondents who have used basic features and have accessed features beyond basic. The results show that Perceived Convenience 4.0 and Digital Experience Quality have a significant positive effect on Affective Trust and continued use of advanced features. In addition, Affective Trust is proven to significantly mediate the relationship between convenience and digital experience on continuance usage, so emotional trust plays an important role in encouraging exploration of more complex features. These findings confirm that digital convenience and experience quality are key factors in building users' emotional relationships with the application, which ultimately increases the use of features beyond basic. This study provides theoretical contributions to the development of mobile banking user behavior models as well as practical implications for optimizing experience- and trust-based digital banking strategies.
The Effect of Brand Image and Product Quality on Purchase Decisions of Frozen Food Products with Purchase Interest as an Intervening Variable on Consumers of PT Madusari Nusaperdana in Medan City Nasution, Willy Zek; Rossanty, Yossie; Pane, Dewi Nurmasari
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.572

Abstract

This study aims to analyze the effect of brand image and product quality on frozen food purchase decisions, with purchase intention as an intervening variable among consumers of PT Madusari Nusaperdana in Medan City. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to consumers who had purchased products from PT Madusari Nusaperdana and were analyzed using regression analysis and mediation testing to examine both direct and indirect effects among variables. The results indicate that brand image and product quality have a positive and significant effect on purchase intention and also exert a positive and significant effect on purchase decisions. Furthermore, purchase intention is found to have a positive and significant effect on purchase decisions. Mediation analysis confirms that purchase intention mediates the relationship between brand image and product quality and purchase decisions. These findings suggest that strengthening brand image and improving product quality can enhance consumers’ purchase intention, which in turn leads to higher purchase decisions for frozen food products. The practical implication of this study highlights the importance of consistent brand-building strategies and quality control in increasing a company’s competitiveness.
The Influence Of Customer Experience, Brand Image, And Social Media Influencer On Purchase Decision Of Staccato Products At Sunplaza Medan Varelie, Cyndi; Pane, Dewi Nurmasari; Nasution, Muhammad Dharma Tuah Putra
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1520

Abstract

This research was conducted with the aim of determining the influence of customer experience, brand image, and social media influencer on the purchasing decision of Staccato products at Sunplaza Medan. The research method used in this study is descriptive quantitative. The population used in this study is consumers who buy Staccato products at SunPlaza. The sampling in this study was taken by selecting 10 (ten) consumers who have bought Staccato products every day for 10 days of research, so the sample size obtained is 100 consumers. The results of this study indicate that simultaneously customer experience, brand image, and social media influencer have a positive and significant effect on the purchasing decision of Staccato products at Sunplaza Medan.
The Influence Of Tiktok Video Quality And Posting Frequency On Consumers’ Purchase Intention Tarigan, Rafidha Yasmin; Surya, Elfitra Desy; Pane, Dewi Nurmasari
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11004

Abstract

The development of social media, particularly TikTok, has encouraged the use of short videos as an effective digital marketing strategy in influencing consumer behavior. This study aims to analyze the influence of TikTok short video quality and posting frequency on consumers’ purchase intention. The research employs a quantitative approach using a survey method involving 150 respondents who are TikTok users. Data were collected through questionnaires and analyzed using multiple linear regression. The instrument quality test results indicate that all research indicators are valid and reliable. The regression analysis reveals that TikTok short video quality has a positive and significant effect on consumers’ purchase intention, and similarly, TikTok short video posting frequency also has a positive and significant effect. Simultaneously, TikTok short video quality and posting frequency are proven to have a significant effect on consumers’ purchase intention, with a coefficient of determination of 54.9 percent. These findings indicate that the combination of high-quality content and optimal posting frequency can effectively enhance consumers’ purchase intention. This study provides practical implications for businesses and digital marketers in developing integrated TikTok marketing strategies by emphasizing content quality and proper management of posting frequency..
Implementation Of Digital Marketing On Wardah Consumer Satisfaction In Tiktok Shop (Case Study Of Management Study Program Students, 2021, Panca Budi Development University) Aulia, Luthvia; Pane, Dewi Nurmasari; Siregar, Nurafrina
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11063

Abstract

This study aims to analyze the influence of company size, profitability, free cash flow, and liquidity on debt policies in cosmetics and household goods sub-sector companies listed on the Indonesia Stock Exchange for the period 2020–2024. This study uses a quantitative approach with a panel data regression method on 5 companies. The selection of the panel data regression model was carried out through the Chow Test and the Hausman Test, which showed that the Fixed Effect model was the most appropriate model to use. The results of the study show that simultaneously company size, profitability, free cash flow, and liquidity have a significant effect on debt policy. Partially, profitability and liquidity have a negative and significant effect on debt policy, while company size and free cash flow have no significant effect. The value of the determination coefficient showed that 77.15% of the variation in debt policy could be explained by independent variables in the model, while the rest was influenced by other factors outside the study.
The Influence of Product Quality and Brand Image on Generation Z Consumer Loyalty toward iPhone Smartphone Products Tuegeh, Eric Marfianda; Pane, Dewi Nurmasari; Harianto, Harianto
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1624

Abstract

This study aims to examine how product quality and brand image affect Generation Z consumer loyalty toward iPhone smartphone products amid increasingly intense competition in the smartphone industry. Companies are required to understand the key components responsible for building and maintaining consumer loyalty, particularly among the Gen Z demographic, which has unique characteristics as digital natives. This study employs a quantitative approach with a causal research design using a survey method. The research subjects consist of Generation Z consumers who use iPhones in Medan City, with a sample of 50 respondents selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression analysis. The results show that improvements in product quality and the strengthening of a positive brand image simultaneously have a positive and significant effect on Gen Z consumer loyalty. Product quality has the strongest influence on the formation of loyalty, followed by brand image, which plays a role in strengthening consumers’ emotional attachment to the brand.
Building Brand Identity and Digital Marketing for the MSME Coffee Shop Petro’s Coffee Relevant to Gen Z and Millennials in Dairi Sidikalang Tarigan, Ester Petronella; Rossanty, Yossie; Pane, Dewi Nurmasari
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 3 (2026): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i3.11301

Abstract

Brand identity is a crucial factor in shaping consumer perceptions and product differentiation in competitive markets. This study investigates the effects of brand identity and digital marketing on visit intention and purchase decision among Generation Z and Millennial consumers at a local coffee SME (PETRO’S COFFEE) in Sidikalang, Indonesia, with electronic word of mouth (e-WOM) as a mediating variable. A quantitative explanatory approach was employed using purposive sampling, resulting in 117 valid respondents who had made purchases within the last six months. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that brand identity has a positive and significant effect on visit intention, while digital marketing significantly influences purchase decision both directly and indirectly through e-WOM. The mediating role of e-WOM indicates that online reviews and consumer-generated recommendations strengthen the effectiveness of digital marketing communication. The coefficient of determination values demonstrate moderate to strong predictive power of the proposed model. This study contributes to the branding and digital marketing literature by providing empirical evidence from local coffee SMEs in non-metropolitan areas. Practically, the findings offer strategic insights for SME owners to integrate strong brand identity with digital marketing initiatives to engage younger consumers more effectively
ANALISIS PENGARUH LITERASI KEUANGAN, KESADARAN KEUANGAN DAN SIKAP KEUANGAN TERHADAP PERILAKU MENABUNG (STUDI PADA MAHASISWA UNPRI) San Fredo Munthe; Natasya Pebrina Silaen; Maya Sabirina Panggabean; Dewi Nurmasari Pane
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2325

Abstract

This study aims to analyze the influence of financial literacy, financial awareness, and financial attitude on saving behavior among students of Universitas Prima Indonesia. Saving behavior is one form of financial management that is important for students in preparing their financial condition for the future. However, many students still exhibit consumptive behavior and lack saving habits. Therefore, it is necessary to understand the factors that influence students’ saving behavior. This study employed a quantitative approach using a survey method. The population in this study consisted of active students at UNPRI, with a sample of 133 respondents selected using purposive sampling techniques. Research data were collected through questionnaires using a Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results showed that partially, financial literacy had a positive and significant effect on saving behavior with a significance value of 0.006 < 0.05. Financial awareness also had a positive and significant effect on saving behavior with a significance value of 0.004 < 0.05. Furthermore, financial attitude had a positive and significant effect on saving behavior with a significance value of 0.000 < 0.05. Simultaneously, financial literacy, financial awareness, and financial attitude significantly influenced saving behavior with an F-count value of 54.949 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.551 indicates that the independent variables were able to explain 55.1% of saving behavior, while the remaining percentage was influenced by other variables outside this study. Based on the research results, it can be concluded that improving financial literacy, financial awareness, and positive financial attitudes can encourage students to develop better saving behavior.
Co-Authors , Elfitra Desy Surya , Miftah El Fikri Ahmad, Rizal Ahmad, Rizal Aldila Sahura Annisa Sanny Aulia, Luthvia Beni Anggara Bobby Surya Darma Breyma Baharudin Maulana Tarigan Cendana, Sylvia CITRA ANITA ANITA RAHMAH DAYU, Wulan Dewi Nur Aini Dirwan Doni DWI SURYANTO Fitra Arlina Nasution Hambali Harianto Harianto Hikmatul Fadhilah Sianipar Howandi, Rani Desiana Husni Muharram Ritonga HUSNI MUHARRAM RITONGA Husni Muharram Ritonga Lissia Salsabila Lorentia, Esther M. Zulfikri Manuntun Pakpahan Maya Macia Sari Maya Sabirina Panggabean Mesra B Muhammad Dharma Tuah Putra Muhammad Dharma Tuah Putra Nasution Muhammad Miftahul Khoiri Muhammad Nasir Muhammad Sugiato Mustofa Nasution, Willy Zek Natasya Pebrina Silaen Nur Athifah Nurafrina Siregar Nurul Hasanah Ocdy Amelia Panggabean, Maya Sabirina Poluan, Nadia Amelia Putri Suci Rahayu Putri, Chairani Dwi Rahmadani Rahmadani Rahmadani Rahmadani, Adinda Tantri Rahmadani, Rahmadani Ramadhan Akbari Ramadhan Harahap Rianto, Hartato Risky Rahmawansyah RITONGA, HUSNI MUHARRAM Rizal Ahmad Sakdiah San Fredo Munthe Santana, Richo Adjie Sentosa, Ilham Setiawan, Abdi Sharin, Farah Hida Sianipar, Hikmatul Fadhilah Sienak Krismawati Hia Sri Wahyuni Suwarno Tania Putri Maharani Tarigan, Ester Petronella Tarigan, Rafidha Yasmin Thionardi, Velasco Tuegeh, Eric Marfianda Varelie, Cyndi Yoki Amriza Yossie Rossanty