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Pandiangan, Bilson
Program Studi Manajemen Pemasaran, Politeknik Wilmar Bisnis Indonesia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal Business and Management

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PERSONALISASI DAN MOTIVASI HEDONIS DALAM MENCIPTAKAN PENGALAMAN PELANGGAN DAN LOYALITAS DALAM RITEL OMNICHANNEL Lase, Angelique Y.S.; Pasaribu, Romindo; Sianipar, Gloria J M; Pandiangan, Bilson
Journal Business and Management Vol. 2 No. 2 (2024): Journal Business and Management (Oktober 2024)
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/jbm.v2i2.2546

Abstract

Munculnya internet di era modern menjadi semakin nyata dan berdampak pada banyak orang, termasuk pada generasi Y saat ini. Sebagai hasil dari munculnya internet di era modern ini, bisnis omnichannel bermunculan. Bisnis omnichannel ini mengelola saluran dengan cara yang terintegrasi untuk mengoptimalkan kerja sama di antara berbagai saluran. Dengan menerapkan personalisasi pemasaran dan memanfaatkan konsumen yang cenderung konsumtif atau hedonis dalam bisnis omnichannel ini diharapkan dapat menciptakan pengalaman pelanggan dan loyalitas pelanggan.Analisis data yang dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 4. Adapun jumlah sampel dalam penelitian ini sebanyak 100 responden gen Y di kota Medan. Berdasarkan hasil analisis dapat ditarik kesimpulan penelitian ini adalah sebagai berikut: (1) Personalisasi berpengaruh positif dan signifikan terhadap pengalaman emosional (2) Personalisasi berpengaruh positif dan signifikan terhadap pengalaman kognitif (3) Motivasi hedonis berpengaruh positif dan signifikan terhadap pengalaman emosional (4) Motivasi hedonis berpengaruh positif dan signifikan terhadap pengalaman kognitif (5) Pengalaman emosional berpengaruh positif dan signifikan terhadap loyalitas (6) Pengalaman kognitif berpengaruh positif dan signifikan terhadap loyalitas.
ANALISIS BRAND AWARENESS, BRAND POSITIONING, PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR LISTRIK MEREK GREEN TECH DI KOTA MEDAN Nainggolan, martha; S, Enty; Pandiangan, Bilson
Journal Business and Management Vol. 3 No. 1 (2025): Journal Business and Management (April 2025)
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/jbm.v3i1.2782

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, brand positioning, dan perceived quality terhadap keputusan pembelian sepeda motor listrik merek Green Tech di Kota Medan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal terhadap 98 responden yang telah menggunakan produk Green Tech. Hasil penelitian menunjukkan bahwa brand awareness dan perceived quality memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand positioning tidak berpengaruh terhadap keputusan pembelian. Namun, ketika diuji secara simultan, brand awareness, brand positioning, dan perceived quality secara bersama-sama mempengaruhi keputusan pembelian.
ANALISIS ORIENTASI PELUANG DAN FOKUS PADA PELANGGAN DALAM MENINGKATKAN KEPUASAN KONSUMEN (STUDI KRESNA KAMPUNG INGGRIS PARE) Nasution, Muhammad Fajar Padlin; Pandiangan, Bilson; br Sinulingga, Nora
Journal Business and Management Vol. 3 No. 2 (2025): Journal Business and Management (Oktober 2025)
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas HKBP Nommensen

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Abstract

This study aims to examine the application of opportunity orientation and customer focus on customer satisfaction at Kresna, Kampung Inggris Pare. This study is a descriptive quantitative study, which uses an online survey via Google Forms to collect data and obtained a total of 121 student respondents. The data analysis method used is multiple linear regression analysis. The results of the analysis show that opportunity orientation has a positive and significant effect on customer satisfaction. Customer focus has a positive and significant effect on customer satisfaction. Simultaneously, opportunity orientation and customer focus have a positive and significant effect on customer satisfaction, with a contribution of 61.1%.
RENCANA PEMASARAN DIGITAL MELALUI GOOGLE DAN TOKOPEDIA DENGAN METODE SOSTAC (STUDI PT BUANA RANTAI BERKAT ABADI): RENCANA PEMASARAN DIGITAL MELALUI GOOGLE DAN TOKOPEDIA DENGAN METODE SOSTAC (STUDI PT BUANA RANTAI BERKAT ABADI) Sih, Tih Sio; Sihombing, Binsar; Pandiangan, Bilson
Journal Business and Management Vol. 3 No. 2 (2025): Journal Business and Management (Oktober 2025)
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas HKBP Nommensen

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

Abstract

Digital marketing has become an important component in the business strategy of modern companies, especially with the development of technology and easy access to online platforms. This study aims to develop an effective digital marketing plan using Google and Tokopedia platforms by applying the SOSTAC (Situation, Objectives, Strategy, Tactics, Action, and Control) methodology at PT. Buana Rantai Berkat Abadi. This study uses qualitative methods with interview techniques with company owners and direct observation. At the situation stage, internal and external environment analysis with SWOT analysis is carried out to understand the company's position in the market and identify the opportunities and threats faced by the company. The results of the study determine the company's future goals, which are described in the objectives stage. The digital marketing strategy was formulated in the Strategy stage by looking at the results of the SWOT analysis, namely the method of combining the strengths-opportunities, strengths-threats, weaknesses-opportunities, and weaknesses-opportunities strategies. Tactics will show what the company needs to do to implement the strategy. Action is described by the actions that can be taken by the company, one of which is by creating a new division that focuses on digital marketing. Then, the Control stage contains the benchmarks for the success of each activity to be carried out by the company. The results of the research with SWOT analysis and the goals to be achieved by the company in the future. The recommended segmentation is palm oil mills throughout Indonesia with a positioning as experts in the field of Mechanical Power Transmission. Then, the marketing plan has been adjusted to the results obtained in the Action and Control sections.
Co-Authors Binsar Sihombing Binsar Sihombing br Sinulingga, Nora Dany Perdana Sitompul Desi Astuti Haslan Damanik Hendra Hendra Hendra Hendra Ibrahim, Mozart Malik Juara Simanjuntak Lase, Angelique Y.S. Matondang, Vinsensius Mukdin M. Turnip Mustafa, Fahrina Nainggolan, martha Nasution, Muhammad Fajar Padlin Pasaribu, Romindo Romindo M Pasaribu Romindo Pasaribu S, Enty Sianipar, Gloria J M Sih, Tih Sio Sihombing, Binsar Vinsensius Matondang