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All Journal JURNAL ECONOMIA Jurnal Manajemen Bisnis Journal of Consumer Science JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah EQUILIBRIUM: Jurnal Ilmiah Ekonomi dan Pembelajarannya JURNAL PENDIDIKAN TAMBUSAI Journal of Education, Humaniora and Social Sciences (JEHSS) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Abdi Insani Jurnal Ilmiah Manajemen Kesatuan JPM: JURNAL PENGABDIAN MASYARAKAT Jurnal Ekonomi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Bisnis Mahasiswa INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Applied Sciences in Travel and Hospitality Journal of Social And Economics Research Prioritas : Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Journal of Critical Realism in Socio-Economic (JOCRISE) Journal Business and Management Journal of Innovative and Creativity Asian Journal of Management, Entrepreneurship and Social Science Society journal of social and economic research
Siti Alhamra Salqaura
Universitas Medan Area
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Astronomy Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Journal : journal of innovative and creativity

 1 
Pengaruh Electronic Word Of Mouth, Brand Credibility, Dan Celebrity Endorsement Di Tiktok Terhadap Keputusan Pembelian Produk Glad2glow (Studi Kasus Generasi Z Pada Kecamatan Medan Sunggal) Ramayana Sinaga; Siti Alhamra Salqaura; Hesti Sabrina
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.7606

Abstract

This research was conducted with the purpose and objective of determining the influence of electronic word of mouth, brand credibility, and celebrity endorsement on the Purchase Decision of Glad2glow Products (Case Study of Generation Z in Medan Sunggal District). The type of research used in this study is associative research with a quantitative approach. The sampling technique used in this study is non-probability sampling. The sample in this study is Generation Z in Medan Sunggal District. The sample size used is 100 respondents. The data obtained were primary data in the form of questionnaires distributed thru Google Forms and analyzed using the multiple linear regression analysis method with the SPSS 27 program. Based on the hypothesis testing that 1) Electronic word of mouth (X1) has a positive and significant effect with a t-statistic value of 2.570 > t-table 1.984, and a p-value in the sig column of 0.012 < 0.05, which means it has a significant effect. 2) Brand credibility (X2) has a positive and significant effect with a calculated t-value of 2.992 > t-table 1.984, and the p-value in the sig column is 0.004 < 0.05, which means it has a significant effect. 3) Celebrity endorsement (X3) has a positive and significant effect with a t-statistic value of 3.817 > t-table 1.984, and the p-value in the sig column is 0.001 < 0.05, which means it has a significant effect. 4) The purchase decision based on the F-test results shows that the calculated F-value is 56.702 > the F-table value of 3.090 and the significance level is 0.001 < 0.05, which means that electronic word-of-mouth, brand credibility, and celebrity endorsement simultaneously have a positive and significant effect on the purchase decision of Glad2Glow products, a case study of Generation Z in Medan Sunggal District.
Analisis Komparatif Kinerja Pemasaran Sebelum dan Sesudah Implementasi Digital Marketing pada Usaha Kuliner di Kecamatan Medan Sunggal Sihotang, Cristint; Salqaura, Siti Alhamra; Siregar, Muhammad Yamin
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

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

Abstract

This study aims to analyze the difference in sales performance before and after the implementation of digital marketing at MIEGO CRIS Trading Business in Medan Sunggal. Digital marketing was implemented as an effort to expand marketing reach and increase product sales. The research used a quantitative method with a comparative approach. Data were obtained from sales reports before and after the implementation of digital marketing, as well as questionnaires distributed to customers. The data analysis technique used was the Wilcoxon Signed Rank Test. The sample consisted of 30 respondents, who were the same individuals in both the before and after conditions of digital marketing implementation. The test was conducted using the Wilcoxon Signed Rank Test to determine the difference between the conditions before and after the implementation of digital marketing. The results showed a significant difference between the conditions before and after the implementation of digital marketing during the 2023–2025 period, with a Z value of –3.490 and a significance value of 0.000 (Asymp. Sig. 2-tailed). It can therefore be concluded that the implementation of digital marketing has a significant influence on improving the sales performance of Usaha Dagang MIEGO CRIS in Medan Sunggal.
Co-Authors Adelina Lubis Ahmad Fadli Alfifto Ali Syah Putra Ali Syah Putra Alimin, Erina Amin Hou Bobby Umroh Br G. Manik, Sri Sarah Catur Putera Hasman, Haryaji Chandra Sembiring Damayanti, Mei Debora Tambunan Dinda Khairunnisa, Dinda Eka Dewi Setia Tarigan Erina Alimin Erina Alimin fagas, adam Febriani, Silvia Andika Finta Aramita Haryaji Catur Putera Hasman Haryaji Catur Putera Hasman Haryaji Catur Putera Hasman Hasman, Haryaji Catur Putera Hesti Sabrina Humaira, Sahla Indawati Lestari Irbah, Atika Hana Jirwanto, Henry Kosasih, Hengky Krison Parulian Sahala Tua Pasaribu Laila Tawila Lily Nur Indah Sari Nasution Lina Rahmawati Lubis, Sri Megawati Manullang, Nancy Feronika Muhammad Khahfi Zuhanda Muhammad Yamin Siregar Mustika Sabilai Muthya Rahmi Darmansyah Nadila Utami Nasib Nasution, Lily Nur Indah Sari Patar Marbun PUTRI WULANDARI Putri, Firly Marshanda Rahmaini, Rahmaini Ramayana Sinaga Rasyiddin, Rasyiddin Ringo, Wenni Siringo Rizca Amelia, Wan Rizky Christian Sipayung Sabrina , Hesti Safina, Wan Dian Saputra, Jumadil Sari, Dwi Permata Sihotang, Cristint Silalahi, Dony Hasiando Simanungkalit, Betharia Agus Melli Sinurat, Wanti Siti Sabrina Salqaura Situmorang, Jelianti Susanto Syafrida Hafni Sahir Syahputri, Deni Syahriandy, H. Teddi Pribadi Trissa, Yovanda Audiva Wan Rizca Amelia Wan Rizca Amelia Wan Rizca Amelia, Wan Rizca Wily Julitawaty, Wily Yuni Syahputri