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, Elfitra Desy Surya

Universitas Pembangunan Panca Budi

Author-ID : 2621843

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture 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 Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Edukasi Promosi Media Sosial Kuliner Makanan Dalam Penerapan Digitalisasi Putra, Yogi; Elfitra Desy Surya; Furqan, Furqan
Jurnal Masyarakat Indonesia (Jumas) Vol. 4 No. 01 (2025): Jurnal Masyarakat Indonesia (Jumas)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jumas.v3i02.165

Education and socialization Social media can play a role in developing and promoting culinary businesses that are mushrooming in Indonesia. Original Indonesian cuisine is very abundant and diverse and spread from Sabang to Merauke including seafood in Pari Serdang Bedagai City. Seafood cuisine in Pari Serdang Bedagai City has its own characteristics and represents the identity of each region in North Sumatra Province. By using social media to promote, of course it will be very helpful in showing culinary in Pari Serdang Bedagai City that is not yet widely known and without limits. Social media can be a platform that has the most potential to promote culinary in the future. Examples of social media that can be used to promote culinary businesses include Instagram, and Tiktok

Customer Engagement And Customer Experience Analysis Of Customer Loyalty Through Emotional Bonding Juliana Tiurida Purba; Mesra, B; Elfitra Desy Surya
International Journal of Society and Law Vol. 2 No. 2 (2024): Agust 2024
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijsl.v2i2.127

This study aims to test and analyze Customer Engagement (X1), Customer Experience (X2), and Customer Loyalty (Y) mediated by Emotional Bond (Z). The population in this study is consumers with 240 samples taken. The research was conducted from April to June 2024. This study uses quantitative data processed using the SEM-PLS analysis model with Smart PLS 3.0. application. The data source uses primary data taken directly from respondents and secondary data obtained from interviews with customers who come to PLN ULP Delitua The results of the study show that Customer Engagement has a positive and significant influence on satisfaction. Customer experience has a positive and insignificant effect on emotional bonding, the emotional bonding has a positive and insignificant effect on customer loyalty. The Customer Engagement and customer experience nt has a positive and significant effect on emotional bonding. Customer engagement and customer experience has a positive and significant influence on customer loyalty through emotional bonding.

Perception Of Value, Trust In Loyalty Through User Satisfaction Of Pln Mobile Services Larisma RL Sitanggang; Mesra b; Elfitra Desy Surya
International Journal of Society and Law Vol. 2 No. 2 (2024): Agust 2024
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijsl.v2i2.129

This study aims to test and analyze Value Perception (X1), Trust (X2), and Customer Loyalty (Y) mediated by Satisfaction (Z). The population in this study is consumers with 80 samples taken. The research was conducted from April to June 2024. This study uses quantitative data processed using the SEM-PLS analysis model with Smart PLS 3.0. application. The data source uses primary data taken directly from respondents and secondary data obtained from interviews with customers who come to PLN UP3 North Medan. The results of the study show that value perception has a positive and significant influence on satisfaction. Trust has a positive and insignificant effect on satisfaction, the satisfaction has a positive and in significant effect on customer loyalty. Value perception, Trust has positive and significant to customer loyalty through satisfaction.

Analysis Of Service Quality, Product Quality And Brand On The Decision To Choose Tutoring With Trust As A Mediation Variable Rica Yulia Nasution; Nurfafrina Siregar; Elfitra Desy Surya
International Journal of Society and Law Vol. 2 No. 2 (2024): Agust 2024
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijsl.v2i2.200

The purpose of this study is to test and analyze the influence of service quality, product quality, and brand on the decision to choose tutoring with trust as a mediating variable at Genza Education Medan. The method used in this study is associative with a quantitative approach. The sample used in this study was 105 students. The data analysis method in this study used the Structural Equation Model (SEM) with SmartPLS v4.0. The results of this study indicate that: Service Quality has a positive and significant effect on Student Trust, Product Quality has a positive and significant effect on Student Trust, Brand has a positive and significant effect on Student Trust, Service Quality has a positive and significant effect on Student Decisions, Product Quality has a positive and significant effect on Student Decisions, Brand has a positive and significant effect on Student Decisions, Trust has a positive and significant effect on Student Decisions, Service Quality mediated by trust has a positive and significant effect on Student Decisions, Product Quality mediated by trust has a positive and significant effect on Student Decisions, and Brand mediated by trust has a positive and significant effect on Student Decisions. With good service quality, good product quality and a brand embedded in the minds of consumers, it can attract consumer decisions in choosing the services offered, and when consumers have chosen, it means they have trusted the services we offer. Therefore, it is highly recommended that Genza Education always maintain the quality of service, product quality, and maintain the brand in order to gain continuous trust so that students decide to choose to study at Genza Education until they graduate and recommend it to others.

Unique Culinary Success in Medan City as a Tourism Destination Elfitra Desy Surya
International Journal of Management, Economic and Accounting Vol. 1 No. 2 (2023): December 2023
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v1i2.14

This essay analyzes and discusses the relationship between distinctive local cuisine and destination branding, utilizing consumer satisfaction as a mediating factor. Design, methodology, and approach: A nonprobability sampling technique combined with the judgemental sampling method was employed for the research sampling. One hundred forty tourists who had twice recently visited Medan City participated in the survey. The data were analyzed using SMART PLS and path analysis. Research findings: The Results revealed that while customer satisfaction greatly impacted branding destination, Unique Local Food considerably impacted customer joy. Likewise, exceptional regional cuisine significantly impacts destination branding by making tourists happy. The empirical results of this study offer strong support for the proposed Path analysis, which aims to take distinctive local food, customer satisfaction, and branding destinations into account simultaneously. Even though previous studies have not thoroughly explained the connection between factors, this is still the case. Practitioners/Policy Implications: The study suggests that Medan can effectively promote and advertise its image and cultural tourism performance since travelers know it as a city with a distinct culinary scene, leaving solid impressions. According to a study, Medan visitors do not form emotional bonds over the cuisine. Research Limitations/Implications: The researchers encountered challenges when collecting data for this study because most visitors were local tourists. Few domestic and international tourists were present simultaneously, making it difficult to distribute the questionnaire evenly.

Analysis Of Promotion And Service Quality On Customer Loyalty At Pln Tanjung Pura Ulp Mediated By Customer Satisfaction In The Use Of Pln Mobile Application Taufik Harijanto; Toyib Daulay; Desy Astuti; Elfitra Desy Surya; Mesra B
International Journal of Management, Economic and Accounting Vol. 1 No. 2 (2023): December 2023
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v1i2.45

This research investigates the impact of promotion, service quality, and emotional bonding on customer loyalty at PLN Tanjung Pura ULP, mediated by customer satisfaction through the PLN Mobile application. Utilizing a quantitative approach with structural equation modeling, the study reveals that promotion and service quality significantly influence customer satisfaction, subsequently affecting customer loyalty. The findings emphasize the importance of effective promotional strategies, high service quality, and emotional connections in enhancing customer satisfaction and loyalty. Recommendations include promoting PLN Mobile adoption through step-by-step guidance, improving service quality through employee training and customer feedback, and fostering emotional bonds with special offers for loyal users. Overall, the study highlights the interconnected dynamics shaping customer loyalty in the context of PLN Mobile usage.

Analysis Of Product Quality And Promotion Towards Consumer Loyalty Mediated By Consumer Satisfaction (Case Study Of Two Binjai Burger) Isnan sarwo prasetyo; Toyib Daulay; Sri Rahayu; Elfitra Desy Surya; Nur Afrina Siregar
International Journal of Management, Economic and Accounting Vol. 1 No. 2 (2023): December 2023
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v1i2.51

This research aims to test and analyze product quality and promotion on consumer loyalty which is mediated by Dua Burger Binjai consumer satisfaction. Consumer loyalty is an important aspect, so efforts are needed to increase customer loyalty by using several supporting aspects such as product quality, promotions, and consumer satisfaction. This type of research is quantitative research. The population in this research is Dua Burger consumers. The number of samples used in this research was 150 samples. The data analysis method used in this research uses the Structural Equation Model Partial Least Square (SEM-PLS). The results of this research are that product quality has a positive and significant effect on consumer satisfaction. Promotion has a positive and significant effect on Consumer Satisfaction. Consumer Satisfaction has a positive and significant effect on Consumer Loyalty. Product quality has a positive and significant effect on consumer loyalty. The promotion has a positive and significant effect on consumer loyalty. Product Quality has a positive and significant effect on Consumer Loyalty through Consumer Satisfaction. Promotion has a positive and significant effect on Consumer Loyalty through Consumer Satisfaction. Product Quality and Promotion have a positive and significant effect on Consumer Loyalty through Consumer Satisfaction.

The Analyze Effect Of Service Marketing Mixes On Purchase Decisions Consumers Which Mediation By Consumer Trust To Use Service Of JNE Main Branch Medan Nur Fatiha Utami Nasution; Mesra B; Toyib Daulay; Elfitra Desy Surya; Nur Afrina Siregar
International Journal of Management, Economic and Accounting Vol. 1 No. 2 (2023): December 2023
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v1i2.52

This research was carried out in the JNE Main Branch in Medan where this study was conducted to determine how the influence of the service marketing mix consists of: Products (X1), Price (X2), Promotion (X3), Locations (X4), People (X5), Physical Evidence (X6), and Process (X7) on Purchase Decisions (Y) consumers which mediation by consumer trust to use service of JNE Main Branch Medan. The population in this study were 5.400 consumers with 185 samples taken. The research was conducted from August to October 2023. This study used quantitative data which was processed using SEM-PLS analysis model with Smart PLS 3.0. application. Data sources used primary data taken directly from respondents and secondary one was obtained from interviews with JNE Main Branch Management. The results of the research show that product, price, promotion, place, employees, physical evidence, processes and customer trust have a positive and significant effect on customers' purchasing decisions to use JNE Medan Main Branch services. Meanwhile, consumer trust in this research can mediate the influence of product, price, promotion, place, employees, physiscal evidence and processes on customer purchasing decisions at JNE Medan Main Branch

The Role of Ai In UMKM: How Artificial Intelligence Helps UMKM Survive And Thrive In The Digital Era In Medan City Annas, Muhammad Faishal; Surya, Elfitra Desy
Journal of Research in Social Science and Humanities Vol 5, No 3 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i3.386

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of Indonesia’s economy, yet face major challenges in digital transformation, particularly in adopting emerging technologies. This study aims to analyze how artificial intelligence (AI) adoption contributes to digital transformation and competitive advantage among MSMEs in Medan City. A quantitative approach was employed, involving 154 MSME respondents. The key variables examined include Diffusion of Innovation, Technology-Organization-Environment (TOE), Digital Transformation, and Competitive Advantage using SEM-PLS. The results indicate that both Diffusion of Innovation and TOE significantly influence Digital Transformation and Competitive Advantage. Moreover, Digital Transformation significantly mediates the effects of both independent variables on competitive advantage. This study highlights the critical role of digital readiness, organizational support, and AI integration in fostering sustainable competitiveness among MSMEs in the digital era.

Analysis Of Transformational Leadership Style And Competencies On Employee Performance With Organizational Culture As An Intervening Variable On Pt. Pln (Persero) UP2D Sumut Harahap, Rahmat Hidayat; Surya, Elfitra Desy
Journal of Research in Social Science and Humanities Vol 5, No 3 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i3.404

This research aims to analyze the influence of transformational leadership style and employee competencies on employee performance, with organizational culture acting as an intervening variable at PT. PLN (Persero) UP2D North Sumatra. The study is motivated by the strategic role of leadership and competencies in enhancing organizational performance within the state-owned electricity sector, especially in adapting to dynamic environmental and technological changes. A quantitative approach was used with data collected through questionnaires distributed to 100 employees using purposive sampling. Structural Equation Modeling (SEM) with the SmartPLS application was utilized to test the proposed hypotheses. The findings show that transformational leadership style and competencies have a significant positive effect on employee performance. Furthermore, organizational culture partially mediates the relationship between both transformational leadership and competencies on employee performance. This indicates that a strong organizational culture enhances the positive effects of leadership and competencies on performance outcomes. The study contributes to the theoretical development of human resource management and provides practical implications for PT. PLN (Persero) in strengthening leadership and cultural transformation to optimize employee performance.

Co-Authors , Harianto , Muhammad Isa Indrawan , Rahul Ardian Fikri Abdiyanto Abdiyanto Abdul Samad Arief Andriani, Anggi Anggi Pratiwi Sitorus Annas, Muhammad Faishal Arif Budiman Arifah Hidayati Asman, Muhammad Syahrin Azizah Novita B, Mesra B., Mesra Bambang Aditya Irsandi Bambang Suwarno Barus, Apriwati Budi Rusdianto Budi, Surya Bunga Aditi Chairina, Fatma Dedy Suranta Sinukaban Desy Astuti Dewi Nurmasari Pane Dharmazie Dwi Ilham Eka Gunawan Putra Elisabeth Kristina Junita Sianipar Emmy Robiyah Erizal , Erlina Satrin NY Erwansyah Erwansyah, Erwansyah Eva Santika, Eva Faisal Faisal Faisal hakim Fauziah Nur Purwaningsih Felani, Kiki Farida Felani, Virdyra Tasril Fernando Manurung Firman Ario Furqan Furqan, Furqan GS , Achmad Daengs Harahap, Rahmat Hidayat Hasrul Azwar Hasibuan Hayati, Rini Hernawaty, Hernawaty Heryanto Siburian Husni Muharram Ritonga Ida Fatimah Ifan Sri Cahyani Marunduri Indah Sari, Wahyu Irma Fatmawati Isnan sarwo prasetyo Jamaluddin Jamaluddin Jose Marco G. Reyes Juliana Tiurida Purba Kadir, Zahidah Abd Kiki Farida Ferine Larisma RL Sitanggang Lusianna Banurea M S, Menganjur M. Agung Putranto Andriani Madaniyah Fitrahayati Maroli Putra Megawati Mora Putri Merlinda Merlinda Mesra B Mesra B Mesra B MESRA MESRA, MESRA Mesra, B Milton Situmorang Muammar Rifqi Muazimah Muchtar, Aditya Muhammad Fahmi Muhammad Faisal Muhammad Faishal Annas Muhammad Isa Indrawan Muhammad Rizky Sembiring Muhammad Syahrin Asman Muhammad Syahrin Asman Muhammad Syahrin Asman Muhammad Valery Maulidzar Siregar Muhammmad Isa Indrawan Munawar Rizal Nasib Nikous Soter Sihombing Nur Fatiha Utami Nasution Nurafrina Siregar Nurfafrina Siregar Paridah Putra, Yogi Putri Ramadhani Rahmat Rahul Ardian Fikri Ramadhan Harahap Rashdan Bin Rashid Rica Yulia Nasution Rosanty, Yossie Rosasmanizan Binti Ahmad Rosasmanizan Binti Ahmad Rukaiyah Ruth Meivera Siburian Saiful Riza Sandoval, Marcos R. B. Sanny, Annisa Sirajuddin Siregar, Fachru Rozie Siregar, Muhammad Valery Maulidzar Siswahyudianto Siti Arnisah Siti Nurmaizar Sitompul, Agriani Sartika Sitorus, Syahrial Slamet Widodo Slamet Widodo SRI RAHAYU Sri Rahayu Sri Rahayu, Sri Rahayu Suci Indah Hakiki Sujarno, Ari Suranta Sinukaban, Dedy Susilawati, Susilawati Tarigan, Rafidha Yasmin Taufik Harijanto toyib daulay Verianni Sinaga Virdyra Tasril Andriani Yasari, Hamnah Yose Ferry Yossie Rosanty Yossie Rossanty

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