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Dewi Nurmasari Pane
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
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Digital Marketing: The Role of Digital Marketing For Micro, Small, And Medium Enterprises In Pematang Serai Village Dewi Nurmasari Pane; Hikmatul Fadhilah Sianipar; Rahmadani
International Journal of Economics Accounting and Management Vol. 2 No. 4 (2025): IJEAM - November 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v2i4.1679

Abstract

This study aims to analyze the role of digital marketing in the development of Micro, Small, and Medium Enterprises (MSMEs) in Pematang Serai Village, Langkat Regency. By utilizing digital technologies such as social media and e-commerce platforms, MSMEs in this village strive to increase market reach, marketing efficiency, and the competitiveness of local products. The methodology used includes a qualitative approach through observation, interviews, and literature studies. The results show that the implementation of digital marketing has a positive impact on increasing sales and product recognition of MSMEs. Supporting factors for success include village government support, MSME enthusiasm, ongoing mentoring, and adequate digital infrastructure. However, challenges such as limited digital literacy and access to technology still need to be addressed. This study concludes that digital marketing has a strategic role in empowering MSMEs in rural areas and recommends improving training and digital infrastructure for sustainable MSME development
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.
The Influence of Digital Marketing of Banking Products, Technology Acceptance Model, and Theory of Planned Behavior on Consumer Purchase Intention in the Pahlawan Village Community, Batu Bara Regency Fitra Arlina Nasution; Dewi Nurmasari Pane
International Journal of Management, Economic and Accounting Vol. 3 No. 4 (2025): August 2025
Publisher : Yayasan Multidimensi Kreatif

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

Abstract

This research aims to analyze the influence of digital marketing on consumer purchase interest in banking products in Pahlawan Village, Batu Bara Regency. With the increasing penetration of the internet and the use of social media in rural areas, banks are beginning to adopt digital marketing strategies as a means to reach potential customers more effectively and efficiently. Through a quantitative approach with the distribution of questionnaires to the village community, this research examines the extent to which elements of digital marketing can shape perceptions, interest, and ultimately drive the intention to purchase banking products. The research results show that digital marketing has a significant influence on consumer purchase interest, particularly in aspects of trust, ease of access to information, and personalization of marketing messages. These findings provide strategic implications for financial institutions in designing marketing approaches that are relevant and adaptive to the characteristics of rural communities.
PERAN STRATEGI GENERASI Z DALAM OPTIMALISASI PEMANFAATAN TEKNOLOGI DIGITAL TERHADAP PELAKU UMKM DI KABUPATEN DELI SERDANG Feberlina Hulu; M. Chaerul Rizky; Dewi Nurmasari Pane; Dea Putri Ananda; Larissa Pia Revianty
Berajah Journal Vol. 6 No. 4 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v6i4.689

Abstract

This study aims to identify and analyze the role of Generation Z strategies in optimizing the utilization of digital technology among Micro, Small, and Medium Enterprises (MSMEs) in Deli Serdang Regency. Amid the rapid advancement of the digital era, digital transformation has become a crucial necessity for MSMEs to enhance their competitiveness, expand market reach, and improve operational effectiveness and efficiency. However, many MSME owners still face various challenges in utilizing digital technology optimally, including limited digital literacy, financial constraints, and a lack of understanding of digital marketing strategies. This research employed a quantitative approach using a survey method involving 65 MSME respondents. The data were analyzed through reliability testing, descriptive statistics, multiple linear regression, F-tests, and t-tests using IBM SPSS software. The results indicate that all research instruments met the reliability criteria, with Cronbach’s Alpha values exceeding 0.70, confirming that the instruments were reliable and suitable for data collection. The simultaneous test results revealed that Generation Z strategies collectively have a significant effect on the optimization of digital technology utilization among MSMEs. Meanwhile, the partial test results showed that the Generation Z Strategic Role variable (X1) has a positive and significant effect on the optimization of digital technology utilization among MSMEs, while the other variables did not demonstrate a significant influence. The findings suggest that Generation Z holds a strategic position as an agent of change in supporting the digital transformation of MSMEs. Their contributions are reflected in the utilization of social media as a promotional tool, the implementation of digital marketing strategies, the enhancement of digital literacy, and assistance in adopting various technologies that support business activities. Therefore, stronger collaboration and synergy among Generation Z, government institutions, higher education institutions, and MSME actors are essential to accelerate sustainable digital transformation and improve the competitiveness of MSMEs in the digital economy era.
Pengaruh Strategi Pemasaran dan Inovasi Layanan terhadap Loyalitas Wajib Pajak dengan Kepuasan Pelayanan sebagai Variabel Intervening Eko Dwi Putra Sihombing; Dewi Nurmasari Pane
Jurnal Manajemen Dan Akuntansi Medan Vol. 8 No. 2 (2026): Jurnal Manajemen dan Akuntansi Medan Juli 2026
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jumansi.v8i2.9384

Abstract

Latar belakang: Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran dan inovasi layanan terhadap loyalitas wajib pajak, dengan kepuasan pelayanan sebagai variabel intervening, di KPP Pratama Binjai. Metode penelitian: Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Populasi penelitian adalah wajib pajak pribadi yang terdaftar di KPP Pratama Binjai sebanyak 98.169 wajib pajak, dengan sampel penelitian sebanyak 100 responden yang ditentukan menggunakan rumus Slovin. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner. Hasil penelitian: Strategi pemasaran berpengaruh positif dan signifikan terhadap loyalitas wajib pajak dengan nilai t-statistik sebesar 3,476 dan nilai signifikansi 0,001. Strategi pemasaran juga berpengaruh positif dan signifikan terhadap kepuasan pelayanan dengan nilai t-statistik sebesar 4,589 dan signifikansi 0,000. Inovasi layanan berpengaruh positif dan signifikan terhadap loyalitas wajib pajak dengan nilai t-statistik sebesar 4,151 dan signifikansi 0,000, serta berpengaruh positif dan signifikan terhadap kepuasan pelayanan dengan nilai t-statistik sebesar 6,261 dan signifikansi 0,000. Kepuasan pelayanan berpengaruh positif dan signifikan terhadap loyalitas wajib pajak dengan nilai t-statistik sebesar 4,776 dan signifikansi 0,000. Selain itu, kepuasan pelayanan mampu memediasi hubungan antara strategi pemasaran dan loyalitas wajib pajak dengan nilai t-statistik sebesar 2,960 dan signifikansi 0,003, serta memediasi hubungan antara inovasi layanan dan loyalitas wajib pajak dengan nilai t-statistik sebesar 3,853 dan signifikansi 0,000. Kesimpulan: Peningkatan strategi pemasaran dan inovasi layanan mampu meningkatkan kepuasan pelayanan dan loyalitas wajib pajak di KPP Pratama Binjai.
Digital Marketing Transformation of MSMEs at Arini and Ayu Shop to Increase Customer Visits Through Social Media Arini Aprilia Putri; Dewi Nurmasari Pane; Slamet Widodo
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 4 (2026): Oktober
Publisher : LPPM Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i4.12872

Abstract

This study examines the variables of digital marketing transformation and social media utilization on increasing consumer visits at UMKM Toko Arini and Ayu, using an associative quantitative approach. The population, consisting of 80 consumers, was used as respondents through saturated sampling techniques. Data collection was carried out using questionnaires, and then analyzed using SPSS version 25. The analysis results show that digital marketing transformation has a positive and significant effect on consumer visits with a significance value of 0.025. Social media also has a positive and significant effect with a significance value of 0.000 and is the variable that contributes more to increasing consumer visits. Simultaneous testing proves that both independent variables together have a significant effect on consumer visits with an F value of 63.836 and a determination coefficient of 62.4%. The research findings indicate that Optimizing digital marketing strategies supported by consistent social media management can expand promotional reach, strengthen interaction with consumers, and boost consumer visits to MSMEs.
The Effect of Service Quality and Image of The Medan Class I Special Immigration Office on Consumer Satisfaction with Electronic Passports Putri Afriani Br. Pardede; Elfitra Desy Surya; Dewi Nurmasari Pane
Journal of Management, Economic, and Accounting Vol. 5 No. 4 (2026): Oktober
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i4.1878

Abstract

This research aims to determine the influence of price and product quality on purchasing interest in Rengginang Zaennissa Snack Medan. This research used quantitative methods involving 72 respondents. Data collection was carried out using questionnaire distribution. The data obtained were analyzed using statistical formulas, namely using the normality test, multicollinearity test, heteroscedasticity test and multiple linear regression analysis with the SPSS Version 23.0 program. The results of this research show that the results of this study indicate that the t-test results obtained a calculated t value of 94.012 greater than ttable 1.99 with a significance level of 0.000. Thus, H2 is accepted and Ho is rejected, which means that price has a positive and partially significant influence on consumer purchasing interest. The calculated t value of 42.462 is greater than ttable 1.99 with a significance level of 0.000. Thus, H2 is accepted and Ho is rejected, which means that product quality has a positive and partially significant influence on consumer purchasing interest. The calculated F value is 10127.477 with a significance level of 0.00o. Because the calculated F value of 10127.477 is greater than Ftable 3.13, it can be concluded that simultaneously the product quality and price variables have a significant influence on the dependent variable, namely purchasing interest.
Co-Authors , Harianto , Miftah El Fikri Ahmad, Rizal Aldila Sahura Andrew Daryl Angel Vanesa Annisa Sanny Arini Aprilia Putri 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 Eko Dwi Putra Sihombing Elfitra Desy Surya 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 Afriani Br. Pardede 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 Slamet Widodo Sofi Annisa Sri Wahyuni Suwarno Tania Putri Maharani Thionardi, Velasco Willy Zek Nasution Yohanna Sinurat Yoki Amriza Yossie Rossanty Yudha Prasetio