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All Journal Jemasi Jurnal Ekonomi Manajemen dan Akuntansi JUMAN Tools (Jurnal Manajemen Tools) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Pengabdian Pada Masyarakat METHABDI Journal of Management, Economic, and Accounting
Erwansyah Erwansyah
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
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 Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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From Story to Sale: The Mediating Role of Comsumer Enggagement in Short Video Marketing at Petro’s Coffee Sebrina S; Erwansyah Erwansyah; Slamet Widodo
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 3 (2026): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i3.11300

Abstract

The rapid advancement of digitalization has transformed marketing strategies in Indonesia’s food and beverage (F&B) industry, with short video marketing emerging as a key approach to reaching modern consumers. This study aims to examine the effect of short video marketing on consumers’ purchase intention, with consumer engagement serving as a mediating variable among Petro’s Coffee customers. A quantitative approach was employed using a cross-sectional survey design involving 150 respondents aged 18–45 years who had been exposed to Petro’s Coffee short video content within the past three months. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The theoretical foundation of this study integrates the Stimulus–Organism–Response (S-O-R) framework to explain the psychological mechanisms underlying consumer responses. The results indicate that short video marketing has a positive and significant effect on consumer engagement, consumer engagement positively and significantly influences purchase intention, and consumer engagement significantly mediates the relationship between short video marketing and purchase intention. These findings highlight consumer engagement as a key mechanism in translating short video marketing stimuli into consumers’ behavioral responses. Practically, this study provides strategic implications for F&B industry practitioners in optimizing short video marketing by strengthening consumer engagement to enhance purchase intention
Analysis of Leadership and Recognition of Employee Performance with Work Motivation as a Mediating Variable in the Office Medan Barat District Office Maswan Harahap; Erwansyah Erwansyah; Hernawaty Hernawaty
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 3 (2026): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i3.11423

Abstract

government agencies, including the West Medan Sub-District Office. Variations in service quality, timeliness of work completion, and employee initiative levels indicate that employee performance is not yet optimal. This study aims to analyze the influence of leadership and rewards on employee performance, both directly and indirectly through work motivation as a mediating variable. This study uses a quantitative approach with a census method of all 60 civil servants at the West Medan Sub-District Office. Data were collected through questionnaires and analyzed using the Partial Least Square (PLS) method with the help of the SmartPLS application. The results show that leadership has a positive and significant effect on employee performance and work motivation. Rewards were also found to have a positive and significant effect on employee performance and work motivation. Furthermore, work motivation had a positive and significant effect on employee performance. Testing for indirect effects showed that work motivation acted as a significant mediating variable in the relationship between leadership and rewards on employee performance. These findings indicate that improving employee performance does not only depend on leadership and reward systems, but is also greatly influenced by the level of employee work motivation. This study is expected to be taken into consideration by the leadership of the West Medan Sub-District Office in formulating policies to strengthen leadership, improve reward systems, and increase work motivation in order to realize more effective and higher-quality public services.
Analysis of Product Quality, Price, and Brand Trust on Purchasing Interest of Phonska Plus NPK Fertilizer Retailers in Deli Serdang Regency Muhamad Ari Wibowo; Erwansyah Erwansyah; Fitra Arlina Nasution
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11037

Abstract

This study aims to determine the effect of product quality, price, and brand trust on purchasing interest of NPK Phonska Plus fertilizer retailers in Deli Serdang Regency. The object of this study was NPK Phonska Plus fertilizer retailers in Deli Serdang Regency. The population and sample of this study amounted to 40 retailers. Data processing used SPSS Version 26. Data testing was carried out using the classical assumption test and multiple linear regression. The calculated t value of product quality was 4.904> t table 1,688 and a significance of 0.000 <0.05, so product quality partially had a positive and significant effect on purchasing interest. The calculated t value of price was 2.708> t table 1.688 and a significance of 0.010 <0.05, so price partially had a positive and significant effect on purchasing interest. The calculated t value of price is 8.643> t table 1.688 and significance 0.000 <0.05, then brand trust has a partial positive and significant effect on purchase interest. The F test results show that the F count is 106.656> F table 2.64 significant value 0.000 <0.005 means that product quality, price and brand trust simultaneously have a significant effect on purchase interest. The R² test result is 0.899 meaning that 89.9% of purchase interest can be obtained and explained by the variables of product quality, price and brand trust.
Analysis of Transformational Leadership and Organizational Communication on Employee Performance with Organizational Commitment as A Mediating Variable at The Medan Belawan Primary Tax Office Medan Belawan Primary Tax Service Office Aditya Muchtar; Elfitra Desy Surya; Erwansyah Erwansyah
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11403

Abstract

Employee performance is a strategic factor in supporting the achievement of public organization goals, especially in tax agencies that have high performance demands. This study aims to analyze the influence of transformational leadership and organizational communication on employee performance with organizational commitment as a mediating variable at the Medan Belawan Primary Tax Office. This study uses a quantitative approach with a survey method. The population in this study was all 100 permanent employees of the Medan Belawan Tax Office, all of whom were used as research samples. Data were collected through questionnaires and analyzed using the Partial Least Square (PLS) method with the help of SmartPLS software. The results showed that transformational leadership and organizational communication had a positive and significant effect on employee performance. In addition, transformational leadership and organizational communication also have a positive and significant effect on organizational commitment. Organizational commitment has been proven to have a positive and significant effect on employee performance. Furthermore, the results of the indirect effect test show that organizational commitment is able to significantly mediate the effect of transformational leadership and organizational communication on employee performance. The coefficient of determination shows that transformational leadership and organizational communication can explain 56.8% of the variation in employee performance. The findings of this study indicate that improving employee performance at the Medan Belawan Tax Office can be achieved by strengthening the role of transformational leadership, improving the quality of organizational communication, and increasing employee commitment to the organization. The results of this study are expected to provide practical contributions to tax agency leaders in formulating sustainable human resource management policies.
Analysis of Transformational Leadership and Work Stress on Employee Performance with Job Satisfaction as A Mediating Variable at The Tax Service Office Pratama Medan Belawan Ahmad Affandy; Sri Rahayu; Erwansyah Erwansyah
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11407

Abstract

Employee performance is a key factor in supporting the success of public organizations, including the Medan Belawan Tax Office (KPP), which has strategic responsibilities in state revenue and taxpayer services. High target demands, workloads, and the dynamics of taxation policies require employees to perform optimally. This study aims to analyze the influence of transformational leadership and work stress on employee performance with job satisfaction as a mediating variable at the Medan Belawan Tax Office. This study uses a quantitative approach with a census method of 100 permanent employees. Primary data were collected through questionnaires and analyzed using Partial Least Square (PLS) with the help of SmartPLS. The results show that transformational leadership has a positive but insignificant effect on employee performance, but has a positive and significant effect on job satisfaction. Work stress has a negative and significant effect on employee performance and job satisfaction. Job satisfaction has a positive and significant effect on employee performance. In addition, job satisfaction mediates the effect of transformational leadership and work stress on employee performance. These findings indicate that improving employee performance in the KPP Pratama Medan Belawan environment is more effectively done through strengthening job satisfaction, managing work stress, and implementing consistent transformational leadership. This study is expected to contribute theoretically to the development of human resource management in the public sector and provide practical recommendations for tax agency leaders.
The Influence of Visual Content and Brand Awareness on Enhancing Brand Image on PT Adidaya Multikreasi nstagram Account Zakian Zakian; Erwansyah Erwansyah; Husni Muharram Ritonga
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1450

Abstract

The development of social media, particularly Instagram, has transformed it into a strategic platform for visual-based digital marketing. High-quality and consistent visual content plays a crucial role in increasing audience engagement, building Brand Awareness, and forming a positive Brand Image. PT Adidaya Multikreasi, a local retail brand, has shifted its market segmentation from individual consumers (B2C) to the HORECA (Hotel, Restaurant, and Café) industry, which requires adjustments in digital marketing communication strategies. However, pre-survey results indicate that the levels of Brand Awareness and Brand Image of PT Adidaya Multikreasi remain relatively low, especially in terms of visual quality, brand identity consistency, and clarity of product information on the company’s Instagram account. Therefore, this study aims to analyze the influence of visual content and Brand Awareness on Brand Image on PT Adidaya Multikreasi’s Instagram account. The findings of this study are expected to contribute to the development of more effective, relevant, and audience-oriented visual content and digital marketing communication strategies for the HORECA sector.
Analysis of Customer Experience and Electronic Service Quality on Purchasing Decisions of Products on Tokopedia (A Case Study of Residents in Medan Kota District) Muhammad Fauzan Akbar; Erwansyah Erwansyah; Megasari Gusandra Saragih
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1491

Abstract

This study aims to determine the influence of customer experience and e-service quality on purchasing decisions for products on Tokopedia. The object of this research is the community of Medan Kota District. The population and sample of this study consisted of 96 respondents. Data processing was carried out using SPSS version 24. The data were tested using classical assumption tests and multiple linear regression analysis. The results show that the t-test for the pengalaman pelanggan variable (X1) obtained a t-value of 2.099 > t-table 1.985 with a significance value of 0.039 < 0.05, which means that the customer experience variable has a positive and significant partial effect on purchasing decisions. The t-test for the e-service quality variable (X2) obtained a t-value of 2.173 > t-table 1.985 with a significance value of 0.032 < 0.05, indicating that the e-service quality variable also has a positive and significant partial effect on purchasing decisions. The F-test results show that the F-value is 17.839 > F-table 2.704 with a significance value of 0.000 < 0.05. The R² value of 0.262 or 26.2% indicates that the independent variables — customer experience (X1) and and e-service quality (X2) — are able to explain 26.2% of the variation in the purchasing decision variable (Y).
Analysis of Consumer Experience, Consumer Engagement, and E-Wom in Improving Consumer Satisfaction in Purchasing Wuling Spare Parts at Lesmana Motor M. Yusran; Elfitra Desy Surya; Erwansyah Erwansyah
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1558

Abstract

This study aims to analyze the influence of consumer experience, consumer involvement, and e-WOM on consumer satisfaction when purchasing Wuling spare parts at Lesmana Motor using quantitative methods and a sample of 85 respondents. The partial test results indicate that consumer involvement has a positive and significant effect (sig. 0.024 < 0.05), while consumer experience (0.333 > 0.05) and e-WOM (0.934 > 0.05) are insignificant.Simultaneously, all three variables have a significant effect (F-test 95.025; sig. 0.000 < 0.05). The coefficient of determination (R) of 0.492 indicates that 49.2% of the variation in consumer satisfaction is explained by the model, while 50.8% is influenced by other factors. In conclusion, consumer involvement is a major factor in increasing consumer satisfaction.
Analysis of Competency and Compensation on Employee Performance with Work Motivation as a Mediating Variable at the Medan Equipment Safety And Health Center and Health Facilities In Medan Yunita Nursyahmi; Erwansyah Erwansyah; Husni Muharram Ritonga
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1639

Abstract

Employee performance is a crucial factor in ensuring the effectiveness of supervision and security of medical equipment and facilities that directly impact public safety. This study aims to analyze the effect of competence and compensation on employee performance with work motivation as a mediating variable at the Medical Equipment and Facility Security Center (BPAFK) in Medan. This study uses a quantitative approach with a census method on 81 employees. Data were collected through questionnaires and analyzed using Partial Least Squares (PLS) with the help of SmartPLS software. The results showed that competence had a positive and significant effect on employee performance and work motivation. Compensation had a positive but insignificant effect on employee performance, but had a positive and significant effect on work motivation. Work motivation was found to have a positive and significant effect on employee performance. The indirect effect test showed that work motivation was able to significantly mediate the effect of competency on employee performance, but was not able to mediate the effect of compensation on employee performance. These findings indicate that improving the performance of BPAFK Medan employees is more effectively achieved by strengthening employee competency supported by work motivation, while compensation plays a greater role as a motivator than as a direct factor in improving performance. This study is expected to serve as a basis for BPAFK Medan leaders in formulating human resource development policies that are oriented towards the continuous improvement of employee competence, motivation, and performance
Analysis of Organizational Culture and Human Resource Development on Organizational Commitment with Public Motivation as a Mediating Variable at the Medan Sunggal District Office Rudi Asmara; Erwansyah Erwansyah; Hernawaty Hernawaty
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1647

Abstract

This study aims to analyze the influence of organizational culture and human resource development on organizational commitment with Public Service Motivation (PSM) as a mediating variable at the Medan Sunggal Sub-District Office. The study used a quantitative approach with a survey method. The research population consisted of all 90 civil servants at the Medan Sunggal Subdistrict Office, all of whom were included in the sample. Data were collected through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results of the study indicate that organizational culture has a positive and significant effect on organizational commitment, but does not have a significant effect on Public Service Motivation. Human resource development does not have a significant direct effect on organizational commitment, but has a positive and significant effect on Public Service Motivation. Furthermore, Public Service Motivation has a positive and significant effect on organizational commitment. Mediation effect testing shows that Public Service Motivation does not mediate the effect of organizational culture on organizational commitment, but acts as a significant mediating variable in the relationship between human resource development and organizational commitment. These findings indicate that increasing organizational commitment in the Medan Sunggal Subdistrict Office environment is more effectively achieved through direct strengthening of organizational culture and through human resource development that can increase employees' public service motivation. This study provides practical implications for public sector human resource management in designing human resource development policies and strengthening public service values to increase organizational commitment.
Co-Authors , Elfitra Desy Surya Aditya Muchtar Ahmad Affandy Andri Aulia Lubis Annisa Sanny Diana Trisisca Elveria Melda Sinaga Fitra Arlina Nasution Fitri Heldaliani Hernawaty Hernawaty Hidayati Purnama Lubis Husni Muharram Ritonga M. Fadly Azmi M. Yusran Maswan Harahap Maya Macia Sari Mesra B Muhamad Ari Wibowo Muhammad Dharma Tua Putra Nasution Muhammad Fauzan Akbar Noni Ardian Nurafrina Siregar Rintan Saragih Risma Nurhaini Munthe Rudi Asmara Safii Sebrina S Siti Nuraya Karo Slamet Widodo Sri Rahayu Truly Okto H. Purba Yossie Rossanty Yulia Yunita Nursyahmi Zakian Zakian