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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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Pengaruh Conversion Rate Optimization dan Kualitas Pelayanan terhadap Volume Penjualan di Perusahaan Retail Pedro Center Point Medan Syahputri, Deni; Salqaura, Siti Alhamrah; Syahputri, Yuni
Jurnal Pendidikan Tambusai Vol. 9 No. 2 (2025): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v9i2.31446

Abstract

Pedro adalah perusahaan ritel intermediate luxury yang bersaing di pasar fashion modern di Medan. Penelitian ini berfokus pada rendahnya volume penjualan Pedro Center Point Medan tahun 2024, yang diduga dipengaruhi keterbatasan penerapan strategi conversion rate optimization (CRO) serta fenomena window shopping. Metode penelitian menggunakan pendekatan kuantitatif asosiatif dengan penyebaran kuesioner kepada 96 pelanggan. Analisis data dilakukan melalui regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa CRO berpengaruh positif dan signifikan terhadap volume penjualan, sedangkan kualitas pelayanan berpengaruh positif namun tidak signifikan. Secara simultan, kedua variabel berkontribusi terhadap volume penjualan dengan F-hitung 11,967 lebih besar dari F-tabel 3,09 serta signifikansi 0,000. Nilai adjusted R square sebesar 0,188 menegaskan bahwa 18,8% variasi penjualan dipengaruhi variabel penelitian, sementara sisanya dipengaruhi faktor lain.
PENGARUH GREEN PRODUCT DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WIKSTEA PADA MAHASISWA FAKULTAS KEHUTANAN UNIVERSITAS SUMATERA UTARA Hasman, Haryaji Catur Putera; Lubis, Sri Megawati; Salqaura, Siti Alhamra; Alfifto, Alfifto; Amelia, Wan Rizca
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 1 (2024): Edisi Januari - April 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i1.3698

Abstract

Penelitian ini bertujuan; (1) Untuk mengetahui pengaruh green product terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara.; (2) Untuk mengetahui pengaruh green price terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. Metode penelitian ini Jenis penelitian ini merupakan penelitian kuantitatif dan bersifat asosiatif. Hasil penelitian ini; (1) Green product berpengaruh signifikan terhadap keputusan pembelian produk minuman Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara,(2) Green price berpengaruh signifikan terhadap keputusan pembelian produk minuman Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara.
Pelatihan Marketing Kreatif Di SMA Harapan Medan Zuhanda, Muhammad Khahfi; Salqaura, Siti Alhamra; Aramita, Finta; Julitawaty, Wily; Jirwanto, Henry
Prioritas: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 01 (2024): EDISI MARET 2024
Publisher : Universitas Harapan Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35447/prioritas.v6i01.928

Abstract

Era Revolusi Industri 4.0 membawa perubahan signifikan dalam berbagai aspek kehidupan, termasuk dalam bidang pendidikan. Pendidikan 4.0 merupakan konsep yang menekankan pada pemanfaatan teknologi digital dan internet dalam proses belajar mengajar untuk menghasilkan lulusan yang siap menghadapi tantangan di masa depan. Konsep ini juga menekankan pentingnya keterampilan abad 21 seperti berpikir kritis, kreativitas, kolaborasi, dan komunikasi. SMA Harapan Medan sebagai institusi pendidikan yang berkomitmen untuk mempersiapkan generasi muda yang unggul, memahami pentingnya adaptasi terhadap perubahan ini. Marketing kreatif dalam konteks pendidikan bertujuan untuk membuat proses belajar menjadi lebih menarik dan relevan bagi siswa, sehingga dapat meningkatkan motivasi dan partisipasi mereka. Pendekatan ini melibatkan penggunaan media digital, platform pembelajaran online, serta kampanye kreatif yang dapat menumbuhkan minat dan semangat belajar di kalangan siswa. Melalui program PKM ini, diharapkan para siswa dapat memahami konsep dasar digital marketing, mampu mengelola media sosial secara efektif, dan memiliki kemampuan untuk merancang kampanye promosi digital yang berhasil. Dengan demikian, para siswa akan memiliki keunggulan kompetitif ketika mereka memasuki dunia kerja atau memilih untuk menjadi pengusaha mandiri. Program ini bertujuan untuk memberikan pengetahuan dan keterampilan digital marketing kepada siswa SMA Harapan Medan agar mereka dapat memahami dan mengaplikasikan konsep tersebut dalam meningkatkan promosi dan pemasaran produk atau jasa di masa mendatang.
ANALYSIS OF PURCHASING DECISIONS FOR ADIDAS SPORTSWEAR BASED ON CELEBRITY ENDORSERS AND BRAND IMAGE Alfifto; Siti Alhamra Salqaura; Wan Rizca Amelia; Haryaji Catur Putera Hasman
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.984

Abstract

The purpose of this study was to determine and analyze the influence of Celebrity Endorser and Brand Image on the Purchasing Decision Adidas Sportswear at Students of the Faculty of Economics and Business, University of Sumatera Utara and also to find out and analyze the most dominant factors affecting purchasing decision. This research was conducted at the Students of the Faculty of Economics and Business, University of Sumatera Utara. The population in this study were students of the Faculty of Economics and Business, University of Sumatera Utara. The sampling technique in this study was accidental sampling. The sample in this study is 81 students. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through the study of documentation and a list of questions whose measurements use a Likert scale. Data is processed statistically using the SPSS, namely the t test model, f test and determinant coefficient (R2). The results of this study indicate that simultaneously Celebrity Endorser and Brand Image have a significant effect on Purchasing Decisions. Partially, the Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisions. Celebrity endorsers have the most dominant influence in influencing purchasing decisions.
FACTORS INFLUENCING GEN Z’S E-LOYALTY IN SHOPPING ON E-COMMERCE Haryaji Catur Putera Hasman; Wan Rizca Amelia; Alfifto; Siti Alhamra Salqaura
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.1002

Abstract

This study aims to analyze the factors that influencing Gen Z’s e-loyalty in shopping on e-commerce. The population in this study are residents of Medan city who belong to Gen Z who have shopped at least twice on the e-commerce platform. The sample in this study were 96 respondents, and used incidental sampling techniques. The data was analyzed using multiple linear regression with hypothesis proving through t-test and F-test. The results show that e-WOM has a positive and significant influence on e-loyalty, e-servqual has a positive and significant influence on e-loyalty, and e-satisfaction has a positive and significant influence on e-loyalty. And simultaneously e-WOM, e-servqual, and e-satisfaction have a positive and significant influence on e-loyalty.
PENGARUH HEDONIC MOTIVATION, INFLUENCER MARKETING DAN FOMO TERHADAP PURCHASE DECISIONS BONEKA LABUBU (STUDI KASUS PADA GEN Z DI KECAMATAN MEDAN SUNGGAL) Krison Parulian Sahala Tua Pasaribu; Siti Alhamra Salqaura; Adelina Lubis
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.886

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Hedonic Motivation, Influencer Marketing, dan FoMO (Fear of Missing Out) terhadap Purchase Decisions Boneka Labubu pada generasi Z di Kecamatan Medan Sunggal. Penelitian ini menggunakan metode asosiatif dengan pendekatan kuantitatif, yang berlandaskan pada prinsip positivisme, untuk menganalisis hubungan antar variabel. Populasi dalam penelitian ini adalah masyarakat Gen Z berusia 13–28 tahun di Medan Sunggal, dengan total populasi sebesar 31.986 orang. Peneliti menggunakan teknik probability sampling dengan pendekatan proportionate stratified random sampling dan memperoleh 100 responden sebagai sampel. Pengumpulan data dilakukan melalui kuesioner, serta didukung dengan literatur dari buku, jurnal, dan sumber internet. Hasil analisis menunjukkan bahwa: (1) Hedonic Motivation berpengaruh positif dan signifikan terhadap keputusan pembelian; (2) Influencer Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian; (3) FoMO juga berpengaruh positif dan signifikan terhadap keputusan pembelian; dan (4) secara simultan, ketiga variabel tersebut berpengaruh positif dan signifikan terhadap keputusan pembelian Boneka Labubu di kalangan Gen Z di Kecamatan Medan Sunggal.
Pengaruh Live Streaming, Celebrity Endorsements dan Online Customer Reviews terhadap Perilaku Impulsive Buying Gen Z dengan Kepercayaan Konsumen sebagai Variable Intervening di Kecamatan Medan Helvetia (Studi Kasus Tiktok Shop) Trissa, Yovanda Audiva; Salqaura, Siti Alhamra; Siregar, Muhammad Yamin
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4258

Abstract

This study aims to analyze the influence of live streaming, celebrity endorsements, and online customer reviews on impulsive buying behavior of Gen Z with consumer trust as an intervening variable in Medan Helvetia District (TikTok Shop Case Study). The research used a quantitative approach that will find the magnitude of the influence of the independent variable on the dependent variable. The population in this study is Gen Z in Medan Helvetia District who made purchases through TikTok Shop, the number of which is unknown. Because the population size is not known with certainty, the Lemeshow formula was used to determine the sample with a 95% confidence level and a 10% sampling error, resulting in a sample of 96 respondents. Data analysis used SmartPLS (Partial Least Square) starting from the measurement model (outer model), model structure (inner model) and hypothesis testing. The results showed that live streaming, celebrity endorsements, and online customer reviews have a positive and significant effect on consumer trust in Gen Z in Medan Helvetia District. These three variables also have a positive and significant effect on impulsive buying behavior. Consumer trust is proven to have a positive and significant effect on impulsive buying behavior. Indirectly, live streaming, celebrity endorsements, and online customer reviews have a positive and significant influence on impulsive buying behavior through consumer trust among Gen Z in Medan Helvetia District.
Exploring the Role of Brand Engagement in Meme Marketing Effectiveness Salqaura, Siti Alhamra; Nasib, Nasib; Salqaura, Siti Sabrina
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4455

Abstract

Social media development and the phenomenon of meme marketing have become increasingly viral. The shift from traditional advertising to community-based and participatory content, such as memes, has emerged as a trending notion in contemporary marketing. This shift has necessitated companies to become more innovative in capturing attention, engaging consumers, and fostering loyalty. This research aims to examine the relationship between virality meme marketing, brand personality, and consumer loyalty, with brand engagement acting as a mediator. This study employs a quantitative approach, utilizing PLS-SEM through SmartPLS 4.0 software, with a sample of 220 active respondents. The questionnaire was distributed online using Google Forms, and purposive sampling was applied. The findings indicate that virality meme marketing, and brand personality have a significant enhancing effect on brand engagement, which in turn mediates the effect on customer loyalty. However, a surprising finding emerged regarding the direct effect of virality meme marketing on customer loyalty, where virality meme marketing negatively and insignificantly influences customer loyalty.
Harnessing Heritage: The Impact of Local Wisdom-Based Marketing on Social Enterprise Performance in Indonesia Siti Alhamra Salqaura; Nasib Nasib
Journal of Consumer Sciences Vol. 10 No. 3 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.3.601-624

Abstract

Background: To advance economic development and societal well-being, it is essential to conduct comprehensive research analyzing the social entrepreneurship’s effect on the performance of economic and social aspects, together with the principal factors influencing these outcomes. Purpose: This study seeks to improve the efficacy of social entrepreneurship by highlighting its contribution to economic and social progress. The study employs a marketing management approach that incorporates aspects of local wisdom, rooted in Indonesian society's religious and cultural values. Method: This study involved 350 social entrepreneurs from 20 provinces in Indonesia. The study employs a quantitative method approach, utilizing Structural Equation Modeling (SEM). Findings: Both religiosity-based entrepreneurial marketing (REM) and the entrepreneurial marketing mix (EMM) substantially affect social enterprise performance (SEP). EMM shows a positive, substantial correlation with SEP, whereas REM shows a negative, statistically significant effect. Moreover, REM does not substantially influence the link between market orientation and SEP. Likewise, market orientation (MO) exhibits no substantial direct impact on the social enterprise performance. Conclusions: This research finds that EMM has a favorable and significant influence on SEP, while MO does not significantly affect social enterprise performance. Instead of mediating, REM shows a large yet negative impact. These results highlight the complexity of integrating REM with MO strategies in SEP. Research implication: This research provides valuable insights for social entrepreneurs, governments, and academics on the strategic integration of local wisdom heritage in marketing to accelerate SEP in Indonesia.
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.
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