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All Journal JURNAL ILMIAH MANAJEMEN & BISNIS International Journal of Artificial Intelligence Research JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) International Research Journal of Business Studies (E-Journal) Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK SEIKO : Journal of Management & Business JUMAN Tools (Jurnal Manajemen Tools) Jurnal Mantik Jurnal Informatika Ekonomi Bisnis Jurnal Sains dan Teknologi Enrichment : Journal of Management JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Tunas Journal of Industrial Engineering & Management Research (JIEMAR) JURNAL RECTUM: Tinjauan Yuridis Penanganan Tindak Pidana Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) JaManKu : Jurnal Manajemen dan Kewirausahaan Journal of Community Service and Engagement Berajah Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Jurnal Ekonomi Journal of Vision and Ideas (VISA) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilman: Jurnal Ilmu Manajemen BISMA Cendekia KREATIF: Jurnal Pengabdian Masyarakat Nusantara Jurnal Teknologi dan Manajemen Industri Terapan Jurnal Sistim Informasi dan Teknologi Jurnal Ekonomi Lembaga Layanan Pendidikan Tinggi Wilayah I Prioritas : Jurnal Pengabdian Kepada Masyarakat International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Jurnal Ekonomi Bisnis Digital Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Informatika Ekonomi Bisnis Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat Celebes Journal of Community Services International Research Journal of Business Studies Jurnal Ekonomi Bisnis Digital International Journal of Islamic Business and Economics (IJIBEC) International Journal of Economics and Management Research Proceedings of The International Conference on Computer Science, Engineering, Social Sciences, and Multidisciplinary Studies KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Bunga Aditi
Universitas Harapan Medan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Transportation Other

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Metaverse Marketing: New Opportunities for Creative Entrepreneurs in Building Consumer Experience Aditi, Bunga; Dewianawati, Dwi; Indrianto, Dian
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1295

Abstract

The emergence of the metaverse has transformed digital marketing by offering immersive and interactive experiences that reshape consumer behavior. This study explores the role of metaverse marketing as a new opportunity for creative entrepreneurs in building consumer experience and behavioral intention. Using a quantitative approach, data were collected from 282 respondents who had interacted with creative entrepreneurship activities in the metaverse, such as virtual fashion shows, digital music concerts, and art exhibitions. The measurement model was validated for reliability and validity, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that immersiveness, sociability, and environmental fidelity significantly affect consumer experience, which in turn strongly influences purchase intention and loyalty. Moreover, consumer experience partially mediates the relationship between metaverse characteristics and behavioral intention. These findings highlight that creative entrepreneurs should focus not only on adopting new technologies but also on designing valuable and meaningful experiences for their consumers. This study contributes to the literature on digital marketing and entrepreneurship by emphasizing the strategic role of the metaverse in fostering sustainable consumer engagement.
ACCESSIBILITY AND INFLUENCER MARKETING STRATEGIES ON SALES GROWTH THROUGH BANKING GUARANTEES UMKM IN MEDAN CITY Bunga Aditi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 4 No. 3 (2024): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v4i3.2690

Abstract

The main indicators that make MSMEs experience many losses to the point of bankruptcy, including consumer demand for the product is decreasing, then the regulations and policies issued by the government do not provide direct benefits in developing MSMEs so that they are not felt directly by the community, especially Micro, Small and Medium Enterprises (MSMEs) who have to close for a long time. The purpose of this studyreviewing and analyzing Online Marketing Strategies and Banking Guarantees in Reducing Bankruptcy of MSMEs in Medan City.This study uses a data analysis method using SmartPLS software. The results of the study showAccessibilitysignificant effect on banking guarantees. Banking guarantees have a significant effect on sales growth. Banking guarantees as an intervening variable have a significant impact on increasing the influence of Accessibility on sales growth.
ANALYSIS OF CONTENT MARKETING AND CREDIBILITY STRATEGIES ON THE GROWTH OF UMKM BUSINESS IN MEDAN CITY Bunga Aditi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 2 (2025): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i2.2691

Abstract

The main indicators that make MSMEs experience many losses to the point of bankruptcy, including consumer demand for the product is decreasing, then the regulations and policies issued by the government do not provide direct benefits in developing MSMEs so that they are not felt directly by the community, especially Micro, Small and Medium Enterprises (MSMEs) who have to close for a long time. The purpose of this studyreview and analyze Online Marketing Strategies and Credibility in Reducing Bankruptcy of MSMEs in Medan City.This study uses a data analysis method using SmartPLS software. The results of the study showContent marketing has a significant effect on Credibility. Credibility does not have a significant effect on Business Growth. Credibility as an intervening variable has a significant impact in increasing the influence of Content marketing on Business Growth.
ANALYSIS OF ENGAGEMENT STRATEGY AND MEDIA FEATURES ON CREATIVE BUSINESS GROWTH THROUGH BRAND IMAGE ON MEDAN CITY'S CULINARY DELIGHTS Bunga Aditi
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.v3i4.2760

Abstract

The culinary business is quite promising in the city of Medan, this is indicated by the many offers made by business actors to make this business one of the images to increase profits. The development of the culinary business is increasingly able to provide the best image. The culinary business process has begun to create a strategy through engagement and media features. The purpose of this study is to examine and analyze Engagement and Media Features on Brand Image in increasing the creative economy in Medan's culinary specialties. This study uses data analysis methods using software and SmartPLS. The results of the study show that Engagement and media features have a significant effect on brand image. Engagement and media features have a significant effect on business growth. Brand image has a significant effect on the growth of creative businesses. Brand image as an intervening variable has a significant impact on increasing the influence of Engagement and media features on the growth of creative businesses.
ANALYSIS OF COMMUNITY AND CONTENT STRATEGIES ON BUSINESS GROWTH THROUGH BRAND IMAGE AS AN INTERVENING IN MEDAN CITY'S TYPICAL SOUVENIRS Bunga Aditi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 5 (2023): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i5.2761

Abstract

In increasing the growth of creative businesses, it is necessary to create a targeted strategy by adjusting market conditions. The growth of the Medan city souvenir business is increasingly famous, this is indicated by the many communities that share the same liking for Medan souvenirs and the existence of content as an action to increase promotion and brand image. regional business. The purpose of this study is to examine and analyze community and content strategies for business growth through brand image as an intervening variable in Medan city souvenirs. The results of the study show that the Community has a significant effect on brand image, partially the Community does not have a significant effect on Business Growth, partially Content has a significant effect on Brand Image, partially Content has a significant effect on Business Growth and partially brand image has a significant effect on Business Growth meaning the direction of the influence is positive. Brand image as an intervening variable has a significant impact on increasing the influence of the Community on Business Growth. Brand image as an intervening variable has a significant impact in increasing the influence of Content on business growth.
STRATEGY OF HUMAN RESOURCES AND MODERN MARKETING ABILITY TOWARDS IMPROVING THE CREATIVE ECONOMY THROUGH SUPPORT GOVERNMENT IN LAKE TOBA TOURIST DESTINATION Bunga Aditi
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 2 (2025): March
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i2.2721

Abstract

In improving tourist destinations, especially concerning the process that will be developed by creative business actors to be able to improve the creative economy, modern human resource and marketing capabilities are needed which illustrate the existence of strategies carried out through internal processes so that the impact has an influence in improving the creative economy of the Lake Toba tourist destination. The purpose of this studyreview and analyze HR Capabilities and Online Marketing Strategies for Government Support in improving the creative economy at Lake Toba tourist destinations.This study uses data analysis methods using softwareAndSmartPLS.The results of the study showedModern HR and marketing capabilities have a significant effect on government support. Government support has a significant effect on increasing the creative economy. Government support as an intervening variable has a significant impact on increasing the influence of Modern HR and Marketing capabilities on increasing the creative economy.
Self-Awareness dan Komunikasi Interpersonal terhadap Komitmen Organisasi dengan Organizational citizenship behavior sebagai Variabel Intervening Arbie Yusril Dalimunthe, Arbie; Aditi, Bunga; Azhmy, Muhammad Fauzan
BISMA Cendekia Vol. 3 No. 2 (2023): BISMA Cendekia - Januari 2023
Publisher : Politeknik Cendana

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

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran diri dan komunikasi interpersonal terhadap komitmen organisasi secara parsial, menganalisis pengaruh kesadaran diri, komunikasi interpersonal, dan perilaku kewarganegaraan organisasi terhadap komitmen organisasi secara parsial, menganalisis pengaruh kesadaran diri dan komunikasi interpersonal pada komitmen organisasi melalui kewarganegaraan organisasi. perilaku sebagai variabel intervening secara parsial. Populasi dalam penelitian ini adalah karyawan PT. Bank SUMUT Cabang Sukaramai Medan dan seluruhnya dijadikan sampel dengan menggunakan teknik sampling jenuh. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh kesadaran diri terhadap perilaku kewargaan organisasi, terdapat pengaruh komunikasi interpersonal terhadap perilaku kewargaan organisasi, tidak terdapat pengaruh kesadaran diri terhadap komitmen organisasi, terdapat pengaruh komunikasi interpersonal terhadap organisasi. komitmen, tidak terdapat pengaruh Organizational citizenship behavior terhadap Komitmen Organisasi, Tidak terdapat pengaruh tidak langsung yang signifikan dari Komitmen Organisasi terhadap Komitmen Organisasi melalui Organizational citizenship behavior dan tidak terdapat pengaruh tidak langsung yang signifikan dari Komunikasi Interpersonal terhadap Komitmen Organisasi melalui Organizational citizenship behavior.
Social Media Marketing and Purchase Decisions Frans Sudirjo; I Nyoman Tri Sutaguna; Andreas Tigor Oktaga; Chevy Herli Sumerli A.; Bunga Aditi
International Journal of Economics and Management Research Vol. 2 No. 3 (2023): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v2i3.124

Abstract

The purpose of this study is to examine and analyze the effect of social media marketing on the number of visitors to Tekodeko Coffee in Semarang. Individuals that visited Tekodeko Coffee made up the research sample. This study used a sample size of 91 people drawn from original data collected via a questionnaire instrument. Validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, and hypothesis testing with multiple linear regression analysis, coefficient of determination testing, t-test, and f-test are all part of the data analysis method. According to the findings of our study, the factors Social Presence (X1) and Media Richness (X2) have no significant influence on the frequency of visits to Tekodeko coffee in Semarang.
Pengaruh Profitabilitas Dan Likuiditas Terhadap Nilai Perusahaan Dengan Kebijakan Dividen Sebagai Variabel Moderasi Tarigan, Sela R.P Br; Syahyunan , Syahyunan; Aditi, Bunga
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 3 No. 3 (2023): Artikel Riset Volume 3 Issue 3, November 2023
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v3i3.3067

Abstract

Tujuan penelitian ini dilakukan untuk mengetahui pengaruh Return on Asset terhadap Nilai Perusahaan, pengaruh Current Ratio terhadap Dividend Nilai Perusahaan, pengaruh Return on Asset terhadap Nilai Perusahaan yang dimoderasi oleh Dividend Payout Ratio dan pengaruh Current Ratio terhadap Nilai Perusahaan yang dimoderasi oleh Dividend Payout Ratio pada perusahaan manufaktur sub sektor rokok yang terdaftar di Bursa Efek Indonesia (BEI) periode 2015-2022. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan asosiatif. Teknik analisis data yang digunakan dalam penelitian ini adalah kuantitatif. Teknik pengumpulan data dalam penelitian ini menggunakan teknik dokumentasi. Pengambilan sampel menggunakan metode purposive sampling dengan menggunakan kriteria tertentu. Sampel penelitian sebanyak 3 perusahaan. Hasil penelitian ini Profitabilitas berpengaruh positif dan signifikan terhadap Nilai Perusahaan, Likuiditas berpengaruh negatif dan signifikan terhadap Nilai Perusahaan, Kebijakan Dividen mampu memoderasi pengaruh Profitabilitas terhadap Nilai Perusahaan, Kebijakan Dividen mampu memoderasi pengaruh Likuiditas terhadap Nilai Perusahaan atau dapat dikatakan Kebijakan Dividen merupakan pure moderator Pada Perusahaan Subsektor Rokok Yang Terdaftar di Bursa Efek Indonesia.
Green Branding Strategy and Consumer Loyalty: A Study on Environmentally Friendly Products Asakdiyah, Salamatun; Aditi, Bunga; Suteja, I Gede Novian
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1296

Abstract

This study aims to analyze the influence of green branding strategy on consumer loyalty by considering the mediating role of brand trust among eco-friendly product consumers in Central Java. The research employed an explanatory quantitative approach with a survey design. The population consisted of consumers of green cosmetics, organic food, and eco-labeled household products, with a sample of 140 respondents selected using purposive sampling. Data were collected through an online questionnaire using a 5-point Likert scale adapted from previous studies. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings reveal that green branding strategy has a positive and significant impact on consumer loyalty, both directly and indirectly through brand trust. The results indicate that the stronger the green branding strategy implemented by a company, the higher the consumer trust, which in turn fosters greater loyalty. Brand trust serves as a partial mediator, implying that while green branding strategy can directly enhance loyalty, its effect becomes stronger when consumers also trust the brand’s sustainability commitment. Theoretically, this study enriches the green marketing literature by providing empirical evidence of the strategic role of green branding in building loyalty through the psychological mechanism of trust. Practically, it suggests that companies should strengthen environmental information transparency, consistent brand communication, and sustainable innovation to build both trust and long-term loyalty. From a policy perspective, the study highlights the importance for regulators to strengthen green labeling standards and enhance consumer education in order to reduce greenwashing practices.
Co-Authors , Elfitra Desy Surya Ade Gunawan Ade Risna Sari Ade Titin Sumarni Agus Purwanto AL DA Alda Alda, Alda Alvin Fahlevi Andreas Tigor Oktaga, Andreas Anggraini, Putri Arbie Yusril Dalimunthe, Arbie Arief Nasution, Aulia Astuti, Enny Diah Audia Junita Aulia Arief Aulia Nurul Hidayah Ayu Setiamy, Arasy boris stefen Cai Cen, Cia Cendikia Taqwim Chevy Herli Sumerli Cici Ayu Tania Dendy K. Pramudito Dewianawati, Dwi Dini Hendriani Djakasaputra, Arifin Dona Tri Ardillah Dwi Septi Haryani Edu Christian Tarigan Eka Gustinasari Eko Tama Putra Saratian Elita Yuni Setiyarini Enjel Sianturi, Hermin Fachrurazi Fachrurazi Fadhillah, Andika Fauzi, Wahyu Divan Frans Sudirjo H.M Hermansyur Hafizah Hafriz Rifki Hafas Handayani, Sri Putri Hasminidiarty Hasminidiarty Hasminidiarty, Hasminidiarty Henny Pratiwi, Henny Herlianto, Dicky Hrp, Nadra Angraini Hutagalung, Syopwan Alrasid I Nyoman Tri Sutaguna Ika, Desi Ilham Mubaraq Ritonga, Ilham Mubaraq Iman Indrafana KH Indra Syafii Indra Syafii, Indra Indra Syafii, SE., MM Indrianto, Dian Juliana Julita Julita Kalvin Sinaga Magdalena Maisara Batubara Marwan Effendi MASHUDI HARIYANTO Mas’ad, Muhammad Aunurrochim Maulana Syahri, Ananda Mendrofa, Syah Abadi Muhammad Fauzan Azhmy Muhammad Rido Muhammad Zacky Fuadi Muller Tamba Mutiara Ananda Armi Nadra Angraini Hrp Nahrisah, Ezzah Nani Nani Nasib Olga Theolina Sitorus Olga Theolina Sitorus Olga Theolina Sitorus Pentana, Sopi Pitono Pitono, Pitono Prasetyono Hendriarto Pratama, Reza Hardian Putri, Tiara Alissyah Qonita Rey Raden Mohamad Herdian Bhakti Rian Ardianto Risal, Taufiq Rosita Rosita Salamatun Asakdiyah, Salamatun Sandi, Desi Armitari Sarah Imelda Saskia Sela R.P Br Tarigan Shafira Husna, An Nura Solly Aryza Sopi Pentana Sri Putri Handayani Sri Putri Handayani Suginam , Suginam Sunaryo Sunaryo Sunaryo Suteja, I Gede Novian Syahyunan , Syahyunan syahyunan syahyunan Syahyunan Syahyunan Tamba, Muller Tapi Rondang Ni Bulan Tarigan, Sela R.P Br Taufiq Risal Titin Rosdyanti Try Firmansyah Ginting Try Firmansyah Ginting Wardana, Miko Andi Wenikha Waldyatri Yani Suryani Yuliani, Erma Zettira, Zara Zulia Hanum