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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Among Makarti International conference on Information Technology and Business (ICITB) JURNAL PENDIDIKAN TAMBUSAI YUME : Journal of Management PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Ekonomi dan Bisnis Dharma Andalas EKONOMI BISNIS Jurnal Ekuivalensi Jurnal Abdi Insani Jurnal Ilmiah Manajemen Kesatuan International Journal of Business Economics (IJBE) Jurnal Manajemen Universitas Bung Hatta GANDRUNG: Jurnal Pengabdian Kepada Masyarakat JBMR: Journal of Business and Management Review International Journal on Social Science, Economics and Art Jurnal Manajemen Retail Indonesia (JMARI) Jurnal Ekonomi Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA) Jurnal Bina Bangsa Ekonomika Abimanyu: Journal of Community Engagement ProBisnis : Jurnal Manajemen Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan International Journal of Humanities Education and Social Sciences Indonesian Sugar Research Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN Celebes Journal of Community Services Journal of Islamic economics Perspectives (JIEP) Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia(JEAMI) Journal of Business Integration Competitive Journal of Finance Integration and Business Independence
Ratih Amelia
Politeknik Unggul LP3M
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT 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 Mathematics Physics Public Health Social Sciences Other

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University Commitment, Socioeconomic Background, and Brand Trust in Shaping Loyalty in Medan Ratih Amelia; Tyus Windi Ayuni
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 5 No 6 (2026): IJHESS JUNE 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v5i6.2401

Abstract

This research investigates the key drivers of student loyalty within private higher education institutions in Medan, emphasizing institutional commitment, socioeconomic status, and brand trust. A quantitative design was applied through Partial Least Squares–Structural Equation Modeling (PLS-SEM), utilizing data from 450 active students proportionally drawn from universities, institutes, colleges, and polytechnics in the region. The study employed a structured questionnaire developed from validated indicators and assessed using a five-point Likert scale. The findings reveal that all three constructs exert a significant and positive influence on student loyalty. Among them, brand trust emerged as the most influential factor, with a path coefficient of 0.426, t-value of 7.582, and p-value of 0.000. Institutional commitment followed, with a path coefficient of 0.287, t-value of 4.926, and p-value of 0.000, while socioeconomic background also demonstrated a notable effect (path coefficient 0.218, t-value 3.714, p-value 0.000). The R² value of 0.624 indicates that these variables collectively explain 62.4% of the variance in student loyalty, leaving 37.6% attributable to other factors beyond the model. Overall, the study underscores that student loyalty is shaped not only by academic services but also by institutional credibility, reliability in fulfilling commitments, and sensitivity to students’ socioeconomic realities. From a theoretical standpoint, the research enriches existing scholarship by integrating institutional, socioeconomic, and trust-based dimensions into a unified loyalty framework. Practically, the results suggest that private higher education institutions in Medan should prioritize strengthening brand trust, sustaining institutional commitment, and designing inclusive services to foster student loyalty and enhance competitiveness
Pelatihan Manajemen Arus Kas (Cashflow) dan Strategi Pemasaran Marketplace pada UMKM: Kolaborasi Akuntansi dan Manajemen Pemasaran Ratih Amelia; Tyus Windi Ayuni; Muhammad Fauzan Azhmy
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 6 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i6.2638

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Medan City encounter challenges in managing cash flow and utilizing digital marketing strategies through marketplace platforms, which often result in fluctuating sales and financial instability. This activity was designed to enhance the capacity of MSME actors in preparing simple cash flow statements and systematically implementing marketplace-based marketing strategies through the synergy of accounting and marketing management disciplines. The approach adopted follows a pragmatic paradigm with a participatory method, conducted through training and mentoring using a one-group pretest–posttest design. The stages of the program include identifying participants’ needs, administering a pre-test, delivering materials, practicing the preparation of cash flow templates and optimizing marketplace accounts/products, providing intensive mentoring, and conducting a post-test and evaluation. Data were collected from pre-test and post-test results, participants’ practice outputs, direct observation, and feedback, which were then analyzed descriptively to assess changes in participants’ understanding and skills. The results indicate improved comprehension of cash flow recording, separation of personal and business finances, control of operational and promotional expenses, as well as enhanced ability to design more structured marketplace strategies. Overall, the integrated training on cash flow and marketplace strategies proved effective in strengthening MSME capacity, as it supports business actors in making decisions that are more rational, measurable, and sustainable in facing the challenges of the digital economy.ABSTRAKUsaha Mikro, Kecil, dan Menengah (UMKM) di wilayah Kota Medan mengalami kendala dalam pengelolaan arus kas serta pemanfaatan strategi pemasaran digital melalui platform marketplace, yang berdampak pada fluktuasi penjualan dan ketidakstabilan kondisi finansial usaha. Kegiatan ini dirancang untuk meningkatkan kapasitas pelaku UMKM dalam menyusun arus kas sederhana dan mengimplementasikan strategi pemasaran berbasis marketplace secara sistematis melalui sinergi antara bidang akuntansi dan manajemen pemasaran. Pendekatan yang digunakan mengacu pada paradigma pragmatis dengan metode partisipatif, melalui pelatihan dan pendampingan yang menerapkan desain one-group pretest–posttest. Tahapan kegiatan meliputi identifikasi kebutuhan peserta, pelaksanaan pre-test, penyampaian materi, praktik penyusunan template arus kas dan optimalisasi akun serta produk di marketplace, pendampingan intensif, serta pelaksanaan post-test dan evaluasi. Pengumpulan data dilakukan melalui hasil pre-test dan post-test, produk praktik peserta, observasi langsung, serta umpan balik, yang kemudian dianalisis secara deskriptif untuk menilai perubahan pemahaman dan keterampilan peserta. Hasil pelaksanaan menunjukkan peningkatan pemahaman terkait pencatatan arus kas, pemisahan keuangan pribadi dan usaha, pengendalian biaya operasional dan promosi, serta kemampuan dalam merancang strategi pemasaran marketplace yang lebih terstruktur. Secara keseluruhan, pelatihan terpadu mengenai arus kas dan strategi marketplace terbukti efektif dalam memperkuat kapasitas UMKM, karena mampu mendorong pengambilan keputusan bisnis yang lebih rasional, terukur, dan berkelanjutan dalam menghadapi tantangan ekonomi digital.
Co-Authors Adi Harianto Ahmad Fadli Albert Amin Hou Anang Kistyanto Arifah Sri Wahyuni Arifah, Ika Diyah Candra Ayani, Selfitrida Ayani, Selfitrida Azhari, Desinta Riski Candra Arifah, Ika Diyah Cici Handayani, Cici Debora Tambunan Devi Purnama Sari Dewi Safitri Dewie Tri Wijayati Dewie Trie Wijayati Dini Vientiany Emma Novirsar Emma Novirsari Ester Hervina Sihombing Febri Yuliani Fiqrida Amalia Firmansyah, Praditya Fresha Kharisma Gulo, Nitema Hadi, Hafid Kholidi Hamjah Arahman Hariyati Hariyati Harnjo, Eddy Hervina Sihombing, Ester Hery Widijanto IKA PUSPA SATRIANNY Indra Budiman Jacobis, Riedel Paulus Jasmine, Javanie Jihan Jihan, Jihan Juliansyah, Roni Kautsar, Achmad Khoirun Nisa', Khoirun khusnul khotimah Kurniawan, Ahmad Lathif, Elmasrini Manda Dwipayani Bhastary Martin Martin Martin Mega Sanjaya Mhd Restu Razaq Razaq Mongid, Abdul Muhammad Fachmi Muhammad Fathoni Muhammad Fauzan Azhmy Nadia Asandimitra Haryono Nasib Nirmalasari Nirmalasari Pebri, Prianda Purnama Sari Puspita Dewi Rahman, Muhammad Fajar Wahyudi Rajagukguk, Yesica Br Ratna Sari Rivai, Ahmad Rizakh, Faizah Siti Rizkiya, Cahaya Alya Sabaruddin Chaniago Satria Tirtayasa Septa Wihara, Dhiyan Sinaga, Reflianta Br Soeprajitno, Edy Djoko Sri Setyo Iriani Surya Putra, Samuel Domatius SUSANTO Syarifatustsania, Nadiah Thahirrah, Nadia Nur Thamrin Tony Honkley Tyus Windi Ayuni Tyus Windi Ayuni vitratin, vitratin Wahyudi Rahman, Muhammad Fajar Widy Hastuty HS Wihara, Dhiyan Septa Wily Julitawaty Wulan Sari, Wulan Yochi Elanda Zakia Fadila