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All Journal Jurnal Media Informasi Manajemen Jurnal Wira Ekonomi Mikroskil
Marhayanie Marhayanie
Universitas Sumatera Utara
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Pengembangan Usaha Aneka Kripik dan Kerupuk di Kelurahan Tanah Enam Ratus Kecamatan Medan Marelan Fivi Rahmatus Sofiyah; Yulinda Yulinda; Marhayanie Marhayanie; Setri Hiyanti Siregar
Jurnal Wira Ekonomi Mikroskil Vol 9, No 2 (2019): Volume 9 Nomor 2 Edisi Oktober 2019
Publisher : Lembaga Penelitian & Pengabdian pada Masyarakat (LPPM) Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (421.65 KB) | DOI: 10.55601/jwem.v9i2.639

Abstract

Persaingan dunia bisnis semakin ketat, pelaku usaha harus menyiapkan diri untuk menghadapi perubahan-perubahan agar usaha dapat berkembang, kesiapan diri untuk aktif, kreatif dan inovatif sangat dituntut dalam menjalankan usaha. Dalam kegiatan ini ada beberapa kendala yang dihadapi oleh mitra yaitu kendala produksi, kemasan, merek (brand awareness) dan pemasaran promosi dan mitra tidak memiliki laporan keuangan usaha. Kendala produksi adalah masih sangat terbatas jumlah produksi disebabkan karena alat produksi yang digunakan sangat terbatas dan belum memadai, kendala dari aspek kemasan adalah kemesan yang digunakan masih hanya menggunakan plastik biasa dan menggunakan klip sehingga tampilan sangat sederhana, kendala dari sisi merek mitra tidak memiliki indentitas, sehingga ketika konsumen mau membeli lagi tidak tahu merek dan alamat si penjual, Kendala dari aspek pemasaran adalah sangat terbatasnya lokasi pemasaran, mitra merupakan golongan UMKM (Usaha Mikro Kecil dan Menengah) dan biasanya belum mempunyai kanal distribusi produk yang luas. Mitra mendistribusikan produknya hanya ke lingkungan sekitar rumahnya, kendala promosi. Promosi hanya dari mulut kemulut perubahan zaman menuntut perubahan jangkauan pasar yang lebih luas harus during/online, dan unuk laporan keuangan mitra tidak memiliki pengetahuan dasar mengenai pentingnya memisahkan uang usaha dengan uang pribadi untuk keberlanjutan usaha. Kegiatan pengabdian ini diharapkan akan mampu meningkatkan jumlah produksi mitra dan memperbaiki kualitas kemasan produk. Dimana kedepannya diharapkan dapat memasuki pasar sasaran yang baru yang lebih luas dan lebih baik. Kondisi ini nantinya akan berdampak pada pengembangan usaha dan peningkatan pendapatan mitra dan juga akan berdampak pada perekrutan tenaga kerja di masyarakat sekitar.
PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA PEMILIK MOBIL TOYOTA DI KOTA MEDAN) risa angela marisi b nainggolan; Marhayanie Marhayanie Marhayanie
Jurnal Media Informasi Manajemen Vol 1, No 2 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (371.582 KB)

Abstract

ABSTRACT   This study aims to determine the influence of brand equity (brand awareness, brand association, perceived quality, and brand loyalty)  to the purchasing decision of the owners of Toyota’s car in Medan, and which variables among the variables of brand awareness, brand association, perceived quality, and brand loyalty are the most dominant in influencing the purchasing decision of Toyota’s car owners in Medan. The study was conducted to the owners of Toyota’s car in Medan. The population in this study are all customers/owners of Toyota’s car in Medan. The number of sample can be obtained by using the formula for population whose number is unknown. Sampling technique uses an incidental sampling method. This research is descriptive and verificative research, and using primary and secondary data which is obtained by questionnaires and doing the study of documentation using Likert scale. The analysis method which is used is descriptive analysis method and the multiple regression analysis method. The results of this study indicate that simultaneously brand awareness, brand association, perceived quality, and brand loyalty has a positive and significant impact on purchasing decisions of the Toyota’s car owners in Medan. Brand loyalty can be seen as the most dominant variable in influencing the purchasing decision of Toyota’s car owners in Medan. Adjusted R Square = 0,650, this means 65% of purchasing decision factors can be explained by the independent variables (brand awareness, brand association, perceived quality, and brand loyalty), while the 35% remaining is explained by other factors which is not examined in this study. Keywords:       Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and Purchasing Decisions.
PENGARUH MOTIF BERBELANJA (SHOPPING MOTIVES) DAN ATRIBUT TOKO (STORE ATTRIBUTES) TERHADAP KEPUTUSAN PEMBELIAN PADA HYPERMART SUN PLAZA MEDAN johannes antonius manurung; marhayanie marhayanie
Jurnal Media Informasi Manajemen Vol 1, No 3 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (269.489 KB)

Abstract

Abstract This study aims to determine the influence of shopping motives and store attributes to the purchasing decision in Hypermart Sun Plaza Medan. The population in this study were all customers Hypermart Sun Plaza Medan who has purchased decisions whose numbers are unknown. Sampling technique using a purposive sampling method. The analysis method used is descriptive analysis method and the multiple regression analysis method. This research is associative research, and data used are primary and secondary data obtained through the study of the measurement documentation and questionnaires using likert scale. The results of this study indicate that simultaneous shopping motives, and store attributes has positive and significant impact on purchase decisions Hypermart Sun Plaza Medan. Partially shopping motives can be seen that the variable is the most dominant variable influencing the purchase decision in Hypermart Sun Plaza Medan. Value Adjusted R Square = 0.266, mean 26,6% purchase decision factors can be explained by the independent variable (shopping motives and store attributes) while the remaining 73,4% is explained by other factors not examined in this study. Keywords: shopping motives, store attributes and purchasing decisions.
PENGARUH STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KARTU SIMPATI TELKOMSEL PADA MAHASISWA FAKULTAS EKONOMI PROGRAM S1 UNIVERSITAS SUMATERA UTARA Yulia Kristina Simbolon; Marhayanie Marhayanie
Jurnal Media Informasi Manajemen Vol 1, No 4 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (272.081 KB)

Abstract

Abstract The objective of this research is knowing the influence of marketing mix strategy towards purchasing decisions Simpati Telkomsel Card at faculty of Economics undergraduate program students University of North Sumatera. The kind of this research is explanatory research. Analysis method to test the hypotezis by using multiple linier regression, simultaneous test and partial test. SPSS 16.0 for windows was used to calculate and analyze the data of research. The data that used consist of primer and secondary data. This research used 96 respondents which determined by using accidental Sampling. The result of this research by multiple regression test shows that based on simultaneous test marketing mix strategy consist of Product, Price, Promotion, and Place have positive and significant influence towards purchasing decisions Simpati Telkomsel Card at faculty of Economics undergraduate program students University of North Sumatera. And based on partial test showed that the price variable has the most dominant influence towards purchasing decisions Simpati Telkomsel Card at faculty of Economics undergraduate program students University of North Sumatera. And calculating the coefficient of determination (R2) obtained a value of 0.338 means that the determinant of the independent variables of product, price, promotion, and location of the dependent variable is able to explain the purchase decision of 33.8% and the remaining 66.2% is explained by other variables not examined in this study. Keywords: Marketing Mix Strategy consist of Product, Price, Promotion, Place and Purchasing Decision.
Co-Authors Fivi Rahmatus Sofiyah johannes antonius manurung risa angela marisi b nainggolan Setri Hiyanti Siregar Yulia Kristina Simbolon Yulinda Yulinda