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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Plans : Penelitian Ilmu Manajemen dan Bisnis Juripol (Jurnal Institusi Politeknik Ganesha Medan) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Journal on Education Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Journal Of Management Science (JMAS) Jurnal Ilmiah Manajemen Kesatuan Community Development Journal: Jurnal Pengabdian Masyarakat International Journal Of Science, Technology & Management (IJSTM) Economics, Business and Management Science Journal Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Bisnis Mahasiswa International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Pengabdian Masyarakat Bhinneka Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Pengabdian Masyarakat Bangsa International Journal of Economic, Technology and Social Sciences (Injects) Sharia Economic and Management Business Journal (SEMBJ)
Tohap Parulian
Universitas Medan Area, Indonesia
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The Influence of Brand Image and Viral Marketing on Purchase Decisions of Kokumi Products in Medan Selayang District Ida Royani; Amalia Rivana; Tohap Parulian Sihombing
Sharia Economic and Management Business Journal (SEMBJ) Vol. 7 No. 1 (2026): Sharia Economic and Management Business
Publisher : Yayasan Darussalam Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62159/sembj.v7i1.2374

Abstract

Background: This research aims to determine the effect of brand image and viral marketing on the purchase desicion Kokumi products in Medan Selayang District. The focus of this research is to analyze how a brand is perceived by consumers and how strongly viral marketing strategies can encourage consumers to make transactions. Method: The sample in this research used purposive sampling, consisting of 100 respondents who had consumed Kokumi products at least twice. Data collection methods included interviews, questionnaires, and documentation studies. Data analysis techniques include descriptive statistics, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). Results: The results of this research show that brand image and viral marketing simultaneously have a significant effect on purchasing decisions. The tests conducted show that brand image and viral marketing partially have a positive and significant effect on purchasing decisions. The Adjusted R Square value on purchasing decisions was 0.872, meaning that 87.2% can be explained by brand image and viral marketing. Conclusion: The practical implications of this research indicate that Kokumi management can be more adapt to existing market changes, especially since the current F&B market competition is quite tight.
Peningkatan Literasi Keuangan Siswa melalui Edukasi Pengelolaan Keuangan Pribadi di Sekolah Menengah Atas Linda Lores; Eka Dewi Setia Tarigan; Tohap Parulian Sihombing
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 6, No 3 (2026): Abdira
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v6i3.2154

Abstract

Financial literacy is an individual's ability to understand and manage finances effectively to support sound financial decision-making. Low levels of financial literacy among adolescents can influence consumer behavior and lead to an inability to manage pocket money wisely. This Community Service (PKM) activity aims to improve the financial literacy of high school students through personal financial management education. The implementation method used was interactive seminars, discussions, budgeting simulations, and evaluation using pre- and post-tests. The results of the activity showed an increase in students' understanding of personal financial management, the importance of saving, and the ability to distinguish between needs and wants. This program is expected to foster healthy financial habits from an early age in high school students.
Co-Authors A. Mahendra Abdur Rahman Hakim Adelina Lubis Ahmad Prayudi ALZIKRI, ALZIKRI Amalia Rivana Amrin Mulia Utama Nasution Anita Mura Islaini Bagus Pambudi Bangun, Prima Sani Br Cut Susan Octavia Eka Dewi Setia Tarigan Elcy Handayani Pramita Febriyanti Silitonga Galeh Sari Galeh Sari Haris, Muhammad Fadlan Hermina Christyka Manullang Hery Syahrial Hesti Sabrina HUTABARAT, LAMMINAR Ida Royani Ihsan Effendi Ilfi Rahmi Putri Ilham Ramadhan Nasution Indawati Lestari Khairunnisak Khairunnisak, Khairunnisak Linda Lores Lubis, Adelina Manalu, Anastasya Marissa Claudya Miftahuddin, Miftahuddin Mila Asmawiani Okta Muhammad Ardiansyah Muhammad Yamin Siregar Muslim Wijaya, Muslim Nabila Tijani Tharifah Nainggolan, Karlonta Nasution, Amrin mulia Nasution, Nur Aisyah Nur Wahida Yusuf Okta Herawati Simarmata Okta, Mila Asmawiani Patar Marbun Pramita, Elcy Handayani Ronnie Togar Mulia Sirait Ronnie Togar Mulia Sirait Sagala, Edison Satria Tirtayasa Sever Ramapius Gulo Shalini, Witya Sihombing, Chardo Simamora, David Geraldy H Simanjuntak, Siti Maysarah Siregar, Ali Usman Siregar, M Yamin Syafii, Rian Utami, Fuji Wan Suryani Witya Shalini Witya Shalini Wulandari, Inmas Tri Yossi Suryandani Sitorus Yuni Syahputri Zahra, Sofhia Rahayu Zulaili Zulaili