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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 International Journal of Business Economics (IJBE) 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 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 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 ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat
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; Prasetya, Victor; Hafas, Hafriz Rifki
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025)
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.
PENGARUH SUPPORTIVE WORK ENVIRONMENT, MANAJEMEN TALENTA DAN QUALITY WORK OF LIFE TERHADAP RETENSI KARYAWAN PADA PT. ARISTA AUTO LESTARI SM RAJA MEDAN Muhammad Alfaiz; Bunga Aditi
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 10 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i10.1728

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Supportive Work Environment, Manajemen Talenta, dan Quality Work Of Life Terhadap Retensi Karyawan Karyawan di PT. Arista Auto Lestari SM Raja Medan baik secara parsial maupun secara simultan. Populasi pada penelitian ini adalah seluruh karyawan PT. Arista Auto Lestari SM Raja Medan yang berjumlah sebanyak 82 karyawan. Pengambilan sampel dilakukan dengan menggunakan sampel jenuh, yaitu sebanyak 82 orang, yang kemudian dialokasikan secara proporsional. Penelitian ini menggunakan pendekatan kuantitatif. Alat analisisis hipotesis yang digunakan adalah SPSS ver.20. Berdasarkan hasil pengujian dan analisis menunjukkan bahwa terdapat pengaruh positif dan signifikan antara supportive work environment terhadap retensi karyawan. Terdapat pengaruh positif dan signifikan antara manajemen talenta terhadap retensi karyawan. Terdapat pengaruh positif dan signifikan antara quality work of life terhadap retensi karyawan. Serta terdapat pengaruh yang positif dan signifikan antara supportive work environment, manajemen talenta, dan quality work of life terhadap retensi karyawan. Hal ini menunjukkan perusahaan harus mampu mempertahankan karyawannya agar dapat membawa kemajuan bagi perusahaan tersebut
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. 3 (2025)
Publisher : CV. 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.
Swot Analysis Approach To MSME Development Ade Risna Sari; Mashudi Hariyanto; Bunga Aditi; Olga Theolina Sitorus; Annisha Suvero Suyar
ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat Vol. 1 No. 3 (2023): Juli : Jurnal Pengabdian dan Kemitraan Masyarakat
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/alkhidmah.v1i3.450

Abstract

Development in the era of globalization depends heavily on the economic sector as a measure of government success. The role of society in national development especially in economic development is micro, small and medium-sized enterprises. (UMKM). SWOT analysis is the right way to solve problems in marketing management. This analysis is based on logic that can maximize strengths and opportunities, but at the same time can minimize weaknesses and threats. This research method was carried out using survey methods with interviews and quizzes on UMKM perpetrators in Cinunuk Village in particular in RW 25. Data collection is carried out by disseminating quizzes and conducting direct interviews with UMKM enterprises. Each of them has its own weaknesses and shortcomings. There are 4 problems: lack of technology mastery, not using product branding, has not used e-payment, and the location of UMKM is not listed on Google maps.
Personal Branding, Attitude Homophily, and Influencer Credibility in Shaping Purchase Intentions in MSMEs Bunga Aditi
International Journal of Business Economics (IJBE) Vol 7, No 1 (2025): SEPT 2025 - FEB 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/ijbe.v7i1.26484

Abstract

Purpose – This study investigates and evaluates the direct and indirect effects of personal branding and attitude homophily on purchase intention, emphasizing the mediating role of influencer credibility among consumers of Micro, Small, and Medium Enterprises (MSMEs) in Medan, Indonesia.Methodology – This study adopts a quantitative causal approach with an explanatory design, examining causal relationships between variables. The research involved 384 respondents selected through purposive sampling. Data were collected using an online questionnaire distributed via WhatsApp and Telegram. Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0 was employed for statistical analysis.Findings – The results reveal that personal branding and attitude homophily significantly influence purchase intention, both directly and indirectly through influencer credibility as a mediating variable. The findings confirm that influencer credibility plays a crucial role in linking influencers’ social-psychological characteristics with consumer purchasing decisions in the digital marketplace.Originality/Novelty – This study highlights the mediating role of influencer credibility in the relationship between personal branding, attitude homophily, and purchase intention, offering new theoretical insights into digital marketing literature and extending understanding of persuasive mechanisms in influencer marketing, particularly in the MSME context.Implications – The research provides practical guidance for MSMEs in Medan, Indonesia, to optimize influencer-based marketing strategies. It is recommended that MSMEs collaborate with micro-influencers who demonstrate strong personal branding, share values with the target audience, and possess high credibility to enhance consumer trust and drive purchase intention effectively.
Co-Authors , Elfitra Desy Surya Ade Gunawan Ade Risna Sari 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 Desi Ika 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 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 MASHUDI HARIYANTO Mas’ad, Muhammad Aunurrochim Maulana Syahri, Ananda Mendrofa, Syah Abadi Muhammad Alfaiz Muhammad Fauzan Azhmy Muhammad Rido Muhammad Zacky Fuadi Muller Tamba 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 Prasetya, Victor Prasetyono Hendriarto Pratama, Reza Hardian Putri, Tiara Alissyah Qonita Rey Raden Mohamad Herdian Bhakti Rian Ardianto 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 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