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All Journal JIMAT (Jurnal Ilmiah Mahasiswa Akuntansi) Undiksha 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 Berajah Journal 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 Journal of Education Technology Information Social Sciences and Health 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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Building Brand Identity and Digital Marketing for the MSME Coffee Shop Petro’s Coffee Relevant to Gen Z and Millennials in Dairi Sidikalang Ester Petronella Tarigan; Yossie Rossanty; Dewi Nurmasari Pane
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
The Influence Of Tiktok Video Quality And Posting Frequency On Consumers’ Purchase Intention Rafidha Yasmin Tarigan; Elfitra Desy Surya; Dewi Nurmasari Pane
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) Luthvia Aulia; Dewi Nurmasari Pane; Nurafrina Siregar
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.
Peran SWOT dan Manajemen Strategi Untuk Meningkatkan Kinerja Perusahaan Hoirul Nisah; M Chaerul Rizky; Dewi Nurmasari Pane; Jansen Lubis; Andrew Daryl
Journal of Education Technology Information Social Sciences and Health Vol. 5 No. 2 (2026): September 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jetish.v5i2.8898

Abstract

Penelitian ini bertujuan untuk menganalisis peran analisis SWOT dan manajemen strategi dalam meningkatkan kinerja perusahaan. Metode penelitian yang digunakan adalah literature review sistematis dengan menelaah 25 jurnal ilmiah yang diterbitkan pada tahun 2019-2024 yang bersumber dari Google Scholar, Scopus, dan basis data ilmiah lainnya. Hasil penelitian menunjukkan bahwa analisis SWOT sebagai alat perencanaan strategi memiliki pengaruh yang signifikan terhadap peningkatan kinerja perusahaan ketika diintegrasikan dengan manajemen strategi. Integrasi analisis SWOT dan manajemen strategi memungkinkan perusahaan untuk mengidentifikasi faktor internal dan eksternal yang mempengaruhi kinerja, merumuskan strategi yang lebih efektif, serta menciptakan keunggulan kompetitif yang berkelanjutan. Penelitian ini juga menemukan bahwa perusahaan yang menerapkan pendekatan SWOT secara sistematis menunjukkan peningkatan kinerja rata-rata sebesar 23% dibandingkan perusahaan yang tidak menerapkan perencanaan strategi terstruktur. Implikasi penelitian ini memberikan kontribusi bagi praktisi dan akademisi dalam memahami pentingnya integrasi analisis SWOT dalam manajemen strategi untuk mencapai kinerja perusahaan yang optimal.
The Influence Of Customer Experience, Brand Image, And Social Media Influencer On Purchase Decision Of Staccato Products At Sunplaza Medan Cyndi Varelie; Dewi Nurmasari Pane; Muhammad Dharma Tuah Putra Nasution
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 Product Quality and Brand Image on Generation Z Consumer Loyalty toward iPhone Smartphone Products Eric Marfianda Tuegeh; Dewi Nurmasari Pane; 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.
THE INFLUENCE OF PRODUCT QUALITY AND PROMOTION THROUGH FACEBOOK SOCIAL MEDIA ON PURCHASING DECISIONS AT DYAH FASHION HIJAB SHOP (Case Study on Residents of Kampung Merdeka Barat 2) Putri Suci Rahayu; Dewi Nurmasari Pane
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 4 No. 3 (2024)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v4i3.1686

Abstract

This research was conducted to measure purchasing decisions through the independent variables Product Quality and Social Media Promotion using quantitative research methods. Researchers created and distributed questionnaires to 84 customer respondents who bought hijabs at the Dyah Fashion Hijab Shop . The analysis techniques used are Validity Test, Reliability Test, Normality Test, Histogram Normality Test, Heterocedasticity Test, Multiple Linear Regression Test, Partial Test (t Test), Simultaneous Test (F Test), and Determination Test (R Test), PP Test Plots. The results of descriptive analysis which categorizes all independent variables as good, namely that there is a positive and significant influence of Product Quality and Social Media Promotion on Purchasing Decisions using calculated F 91.518 > F table 3.109 at the 5% significance level.
THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND PRICE ON INTEREST BUYING CONSUMERS ON THE SHOPEE MARKETPLACE (Case Study on Customers Gen Z Scarlett Whitening Official Store Medan City) Nur Athifah; Dewi Nurmasari Pane; Annisa Sanny
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 4 No. 3 (2024)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v4i3.1687

Abstract

This research uses quantitative methods to measure buying interest by measuring the independent variables Online Customer Review and Price. Researchers created and distributed questionnaires to 101 Gen Z respondents from Medan Citywho used the Shopee application. The results of descriptive analysiswhichareclassifiedasgoodfor all independent variables show thatonline customerreviews and price have a positive and significant influence on purchasing preferences with Fcount 143.949 > Ftable 3.09 at a significance level of 5%.
The Influence Of Brand And Price On Consumer Purchase Intention Of Sunco Cooking Oil Products At Fresh Supermarket Ayahanda Medan Dewi Nurmasari Pane
International Journal of Economics Accounting and Management Vol. 1 No. 4 (2024): IJEAM - November 2024
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i4.862

Abstract

Cooking oil is one of the basic necessities for the Indonesian people. The problem faced by the cooking oil company is a significant decline in sales among several other cooking oil products. This research aims to determine the influence of Brand and Price on the Purchase Intention of Sunco Cooking Oil Products at Fresh Supermarket Ayahanda Medan. Data collection by distributing questionnaires/surveys to 82 respondents. The model used with Multiple Regression and processed through SPSS. The results of this study show that Brand partially has a significant effect and Price partially has a significant effect on Purchase Intention. The R Square value is 0.601 or 60.1%, which means Brand and Price account for 60.1%, and the rest is explained by other factors.
The Influence of Digital Marketing Strategy, Price and Customer Experience on Consumer Purchasing Decisions at the Arrahman Perfume Store in Binjai Tania Putri Maharani; Dewi Nurmasari Pane; Husni Muharram Ritonga
International Journal of Economics Accounting and Management Vol. 1 No. 5 (2025): IJEAM - January 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i5.937

Abstract

As the digital age has changed how consumers interact with products and services, the perfume industry is one of the most affected sectors. As a result, the number of perfumes being produced is increasing, and new perfumes are emerging with various societal trends, which causes competition to become increasingly intense. The purpose of this study is to understand the impact of digital marketing strategies, pricing, and customer experience on consumer purchasing behavior at the Arrahman Perfume store in Binjai. Data collection via a questionnaire given to 80 respondents. The model used with Multiple Regression and processed through SPSS. The results of this study indicate that digital marketing strategies are positively and significantly impacted, as are prices in a positive and significant way and customer experiences in a positive and significant way with regard to consumer purchasing decisions. The Adjusted R Square value is 0.890 or 89%, which means that digital marketing strategy, price and customer experience contribute 89% and the remaining 11% can be explained by other variables that were not studied
Co-Authors , Elfitra Desy Surya , Harianto , Miftah El Fikri Ahmad, Rizal Aldila Sahura Andrew Daryl Angel Vanesa Annisa Sanny Beni Anggara Bobby Surya Darma Breyma Baharudin Maulana Tarigan Cendana, Sylvia CITRA ANITA ANITA RAHMAH Cyndi Varelie DAYU, Wulan Dea Putri Ananda Dewi Nur Aini Dirwan Doni Ditha Amelia Rahmanda DWI SURYANTO Endra Hertanto Eric Marfianda Tuegeh Ester Petronella Tarigan Fauzan Azmi Feberlina Hulu Fitra Arlina Nasution Fitra Arlina Nasution Hambali Hary Danata Sembiring Hikmatul Fadhilah Sianipar Hoirul Nisah Howandi, Rani Desiana Husni Muharram Ritonga Husni Muharram Ritonga Husni Muharram Ritonga HUSNI MUHARRAM RITONGA Indah Lauren Hutasoit Jansen Lubis Juliyanti Larissa Pia Revianty Lidia Sembiring Lissia Salsabila Lorentia, Esther Luthvia Aulia M Chaerul Rizky M. Chaerul Rizky M. Zulfikri Manuntun Pakpahan Maya Macia Sari Mesra B Muhammad Dharma Tuah Putra Nasution Muhammad Miftahul Khoiri Muhammad Sugiato Mustofa Natasya Pebrina Silaen Nur Athifah Nurafrina Siregar Nurul Hasanah Ocdy Amelia Panggabean, Maya Sabirina Patricia Liusly Putri Suci Rahayu Putri, Chairani Dwi Rafidha Yasmin Tarigan Rahmadani 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 Sofi Annisa Sri Wahyuni Suwarno Tania Putri Maharani Thionardi, Velasco Willy Zek Nasution Yohanna Sinurat Yoki Amriza Yossie Rossanty Yudha Prasetio