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FENOMENOLOGI PEMASARAN ERA DIGITAL DALAM GENERASI MILENIAL PADA PRODUK INDIHOME (Studi Pada PT. Telekomunikasi Indonesia, Tbk Divre I Medan) Novianta, Novianta; Siregar, Onan Marakali
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 2 No 2 (2023): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v2i2.582

Abstract

At this time many business people use digital as their marketing activities, including PT. Telekomunikasi Indonesia, Tbk conducts digital marketing on milennial generation in marketing Indihome products through social media so that the writer is interested in conducting research in this phenomenology. This study aims to determine the marketing of the digital era in milennial generation of indihome products at PT. Telekomunikasi Indonesia, Tbk Divre I Medan. Digital era marketing is focused through social media such as Instagram, Facebook, Twitter and others that focus on millennial generation. The form of this research uses a descriptive method with a qualitative approach with the intention of describing events or facts contained in an object of research by conducting interviews and observations then analyzing the data obtained from the research location and comparing with theories. From this study it can be concluded that overall the phenomenology of marketing in the digital era in milennial generation of Indihome products implemented by PT. Telekomunikasi Indonesia, Tbk Divre I Medan has taken place where marketing is done through digital like on social media facebook, instagram, OLX, youtube. Marketing content on Instagram with the name (@IndiHome) and Facebook with the name (IndiHome) by using interesting images as done with celebrities, artists, influencers and promos which are done through feeds and stories on Instagram and Facebook. Youtube content with Bayu Prabowo's video titled Indihome 2P Review (Internet + TV).
PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG (Studi Pada Air Terjun Sikulikap) Br Sitepu, Clarine Oktaryani; Harahap, Kartini; Siregar, Onan Marakali
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 2 No 4 (2024): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v2i4.641

Abstract

This study aims to evaluate the impact of digital marketing and word of mouth on the decision to visit Sikulikap Waterfall. The research method used is quantitative research with an associative approach. The population studied was Sikulikap Waterfall visitors. Sampling was done with purposive sampling technique. Data collection was done through questionnaires for primary data and literature study for secondary data. The analysis was conducted with validity test, reliability test, classical assumption test, multiple linear regression, and hypothesis testing. The results of the research conducted show that the digital branding and word of mouth variables have a partial and significant effect on the decision to visit. Digital marketing and word of mouth variables also have a simultaneous and significant effect on decision making. The coefficient value also shows the relationship between digital marketing and word of mouth on visiting decisions is very strong with an R value of 0.710 or 71%. Adjusted R Square value is also known that digital marketing and word of mouth on visiting decisions is 49.4% while the remaining 50.6% is influenced by other variables not discussed in this study.
The Influence of Product Displays on Purchasing Decisions (Study on Aroma Bakery and Cake Shop Karya Jaya) Afif, Muhammad Hamdan; Sriyanto, Dharmawan; Siregar, Onan Marakali
Journal of International Accounting, Taxation and Information Systems Vol. 1 No. 4 (2024): November
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v1i4.67

Abstract

Consumer purchasing decisions are the result of choices made by individuals when buying a product. This process involves selecting one solution out of many options, followed by real consequences. A crucial aspect of this decision-making process is the product display. The presentation of goods in a store plays a key role in creating a visual image that influences consumers' perceptions of beauty and the product itself.This study seeks to investigate the impact of product display on purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya. The research methodology employed is quantitative with an associative approach. Data was collected from 96 respondents using the Accidental Sampling technique. Primary data was gathered through questionnaires distributed to consumers who had recently made purchases at Aroma, while secondary data was collected through literature and documentation reviews. The data analysis included validity testing, reliability testing, classical assumption testing, simple linear regression analysis, hypothesis testing, and determination coefficient calculation. Results from the study revealed that the product display significantly affects purchasing decisions. The product display variable had a positive impact on buying decisions, as demonstrated by the t-test results (9.332> 1.6612) and the low significance value (0.000 < 0.05). According to the coefficient of determination test, product displays explained 48% of the variation in purchasing decisions, with external factors accounting for the remaining 52%.The findings underscore the importance of product displays in influencing consumer purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya.
Pengaruh Brand Image, Product Quality dan Price terhadap Loyalitas Konsumen pada Sepatu Olahraga : (Studi pada Atlet Basket di Kota Medan) Muhammad Ayman Ashari; Hafiza Adlina; Onan Marakali Siregar
Jurnal Manajemen Kreatif dan Inovasi Vol. 3 No. 4 (2025): Oktober: Jurnal Manajemen Kreatif dan Inovasi
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v3i4.5631

Abstract

This study aims to analyze the influence of brand image, product quality, and price on consumer loyalty toward sports shoes among basketball athletes in Medan City. The research employed a quantitative approach with an associative design by distributing questionnaires to 78 respondents. The results indicate that brand image has no significant effect on consumer loyalty, while product quality and price show a positive influence. Simultaneously, the three variables contribute to the formation of consumer loyalty, particularly through usage satisfaction, repurchase intention, and recommendations to others. These findings highlight the importance of product quality and competitive pricing as the main factors in building consumer loyalty in the sports shoe market. This research provides insights for athletic shoe manufacturers to focus more on improving product quality and competitive pricing to maintain and expand market share among athletes. It also shows that while brand image can influence consumer perceptions, quality and price are more dominant in building long-term relationships with consumers in the athletic shoe industry.
Pengaruh Kualitas Produk dan Brand Image Terhadap Keputusan Pembelian The Originote Medan Hutabarat, Eka Risliza Br; Adlina, Hafiza; Siregar, Onan Marakali
Bageur: Jurnal Ekonomi, Sosial, dan Pendidikan Vol. 2 No. 1 (2026): April
Publisher : PT Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/bageur.v2i1.469

Abstract

Consumer purchasing decisions for skincare products are increasingly influenced by product quality and brand image, especially amidst the intense competition in the local cosmetics industry, such as The Originote in Medan. Reliable product quality and a positive brand image can increase consumer confidence in making purchases. This study aims to analyze the influence of product quality and brand image on purchasing decisions for The Originote products in Medan. This study uses a quantitative approach with an associative method and a non-probability sampling technique in the form of quota sampling with a total of 100 respondents. Primary data were obtained from questionnaires, while secondary data were obtained from literature studies. Analysis techniques include research instrument testing, classical assumption testing, multiple linear regression, and t-tests and F-tests. The results of the study indicate that partially, product quality has a positive and significant effect on purchasing decisions. Brand image is also proven to have a positive and significant effect on purchasing decisions. In addition, simultaneously, product quality and brand image have a significant effect on purchasing decisions for The Originote products in Medan. The Adjusted R Square value of 92.8% indicates that product quality and brand image variables contribute 92.8% to purchasing decisions, while the remaining 7.2% is influenced by factors outside this study.
The Effect Of Brand Satisfaction And Luxury Brand Attachment On Brand Loyalty In Zalora Marketplace (Study On Zalora Marketplace Consumers In Medan City) Maharani br Aruan; Onan Marakali Siregar
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9064

Abstract

In the rapidly evolving digital marketplace landscape, understanding the drivers of brand loyalty has become crucial for e-commerce platforms, particularly those specializing in luxury fashion brands. This study examines the influence of brand satisfaction and luxury brand attachment on brand loyalty among Zalora marketplace consumers in Medan City, Indonesia. The research employed a quantitative methodology using purposive sampling technique to collect data from 100 respondents who had made purchases on Zalora marketplace at least twice. Multiple linear regression analysis was conducted using SPSS 25.0 to examine the relationships between variables. The findings reveal that brand satisfaction significantly and positively influences brand loyalty (t = 4.114, p < 0.001), with an unstandardized coefficient of 0.336 indicating a strong predictive relationship. Luxury brand attachment also demonstrates a significant positive effect on brand loyalty (t = 2.625, p = 0.010), with an unstandardized coefficient of 0.188. The combined influence of both variables on brand loyalty is statistically significant (F = 85.187, p < 0.001), with an adjusted R² of 0.630, indicating that 63% of the variance in brand loyalty is explained by brand satisfaction and luxury brand attachment collectively. The standardized coefficients reveal that brand satisfaction (β = 0.504) has a stronger influence compared to luxury brand attachment (β = 0.321). Both brand satisfaction and luxury brand attachment serve as significant predictors of brand loyalty in the luxury e-commerce marketplace context, providing valuable insights for marketplace managers and luxury brand strategists seeking to enhance customer retention and loyalty through integrated operational excellence and emotional engagement strategies.
The Influence Of Brand Image And Brand Trust On Iphone User Loyalty (A Study On Iphone Users In Binjai City) Ririn Pradilla Br Surbakti; Onan Marakali Siregar
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9221

Abstract

This study analyzes the influence of brand image and brand trust on iPhone user loyalty in Binjai City, Indonesia. In the era of digital transformation driven by Industry 4.0, the smartphone industry has experienced significant growth with increasingly intense competition. This research employs a quantitative approach with an explanatory design involving 100 iPhone users in Binjai City as respondents. Data were collected through structured questionnaires using a 5-point Likert scale and analyzed using multiple linear regression. The results show that brand image has a positive and significant influence on customer loyalty (β = 0.509, t = 4.337, p < 0.001), while brand trust does not demonstrate a significant effect (β = 0.077, t = 0.585, p = 0.560). Simultaneous analysis confirms that both variables together significantly influence customer loyalty (F = 16.741, p < 0.001) with the ability to explain 24.1% of loyalty variance. These findings indicate that in the context of established premium brands, brand image becomes the dominant factor in shaping loyalty, while brand trust functions as a supporting factor. This research provides theoretical contributions to the Theory of Reasoned Action and Social Identity Theory in digital marketing contexts, as well as practical insights for brand management strategies in emerging markets.
Co-Authors Abda Abda Abdul Aziz Nst Ade Fadillah Harahap Adila, Nahda Adrian Ashari Jafar Lubis Afif, Muhammad Hamdan Afifah Ainurrohmah I.F Afrila Mulyati Siregar Afrila Mulyati Siregar Afrila Mulyati Siregar Agnes Rut Stephani Lumbantobing Agung Harahap, Abiyyu Agung, Handika Permana Ahmad Raffi Ananda Lubis Ainun Mardhiyah, Ainun Akhira Habrina Tarigan Aliturahman, Bagus Altaka Raka Zapata Tito Alvin Pratama Wahyu Alwi Amanda Br Sembiring Amani, Nil Amelya Desvina Aminullah, Eji Anastasya Cristabella Andi Muharamen Andini Septia Ningrum Andini, Raina Andriani Safirah Andriansyah Andriansyah Anggiat Faisal Butar Butar Ariq Wiratama Nasution Aritonang, Robbi Pradita Asra Ike Khoirunnisah Audyta Ramadhani Purba Aulia Saragih, Mazra Aurellia Putri Ayman Ashari, Muhammad Ayu Askha Pratiwy Ayunda, Nabila Baehaqi Barus, Devina Srininta Barus, Tedy Syahputra Beatrice Hasian Pakpahan Boni Akbar Alfath Pohan Br Bangun, Virgin Threisia Br S. Meliala, Diva Regita Br Sitepu, Clarine Oktaryani Br Sitepu, Windari Khairina Butar-Butar, Josua Cathy Iramoti Sinaga Chairul azmi puteh Chika Naibaho Cindy Megasari Manik Clearinkris, Junesia Damanik, Salsabila Azzura Dara Aisyah Daulay, Nabila Addiva Anggia Putri Dear Selvanathan Sinaga Delicia Ruth Omeria Sihombing Delvina Siregar, Viona Deo Fanni Nababan Dewi Anggraini Dewi, Leoni Avista Dio Rabintar Cupema Hasibuan Diva Nedya Putri Eriza, Faisal Fahira, Tengku Nazwa Fannysia Theresa Juliarta Sijabat Fathur Ramadhan Siagian Felix Jemisa Surbakti Feronica Simanjorang Firjatullah, Gantari Furqan, Said Gea, Shella Angelika Gideon Maruli Simamora, Naek Ginting, Wiro Oktavius Gita Purba Greasia Oriza Sitio Gultom, Monica Desyderya Gurning, Gratia Nanggar Yati Habibah, Annisa Haenilah, Tasya Hafiza Adlina Hafiza, Hafiza Hanifah, Nayla Hanna Banjarnahor Har Reza Asanah Harahap, Musthafa Baga Harefa, Rut Madia Harita, Helmin Tety Saputri Harry Chrystian Purba Hasibuan , Febri Sanrina Hasibuan, Deby Pratiwi Hasibuan, Muhammad Rizky Haykal, Muhammad Musthafa Henoch Ageri Ginting Hulio Ebenhaezer Hutapea Hutabarat, Eka Risliza Br Hutama, Elbert Ina Mery Anggitha Sinaga Indah Siburian, Sarah Vera Indira G Hutapea Indri Prasetia Ningsih Iqbal, Khairul Jelita, Fairuz Jennifer Tio Josua Butar-Butar Joyce Alicia Joyce Alicia Agatha Munthe Kaban, Jop Kristian Kacaribu, Farah Amelia Kartini harahap Kartini Harahap Katarina Sitanggang, Lidia Kenas, Ryan Kevin Samuel Benammi Brahmana Kevin Samuel Benammi Sembiring Khairani, Anisya Khairunnisa Nasri Khoirunnisa Naibaho Khoirunnisah, Asra Ike Kirana, Tegar Kuswara, Satria Wicaksana Laila Sari Larose Nikita Zienri Larose Nikita Zienri Laya Azani Lubis Lie, Jeslyn Lubis, Joshua Alexander Lubis, Laya Azani Lubis, Luthfy Aulia Luthfy Aulia Lubis Lydia Natalia Samosir M B Abdillah Maharani Aruan Maharani br Aruan Malikasnah Lubis, Siti Manullang, Afriani Manurung, Monika Amelia Mara, Putri Cut Marbun, Yuana Widya Angeline Mardhiyah, Ainun Margaretta Batubara, Desy Maria Meilani Simangunsong Maria Theresa, Maria Mariyandani, Ribbi Putri Marlon Sihombing Marnita Silaban, Agnes Marpaung , Nicholas Marpaung, Nicholas Marpaung, Silviana Marwah Matakena, Selli Maulidina Meichell Topan Panjaitan Melati, Sintia Mhd Alvin Mhelinda Utami Mina Indryani Nainggolan Mita Fasya Monik Muhammad Aulia Rifki Nst Muhammad Ayman Ashari Muhammad Balkis Venserjude Muhammad Daffa Aqila Muhammad Daffa Aqila Muhammad Dwinov Fadhlulla Muhammad Ihsan muhammad rasyid Muhammad Rizki Ginting Muhammad Zaki Hanafia NST Mulya, Fandika Wira Mulyati Siregar, Afrila Munthe, Joyce Alicia Nabila Fahriani Pane Nabila, Yasmin Ayu Nainggolan, Fatresia H.F Br. Nainggolan, Mina Indryani Nana Dyki Dirbawanto, Nana Dyki Narwastu Sianturi, Isabel Nasution, Abdul Aziz Nasution, Meirizka Miranda NASUTION, MUHAMMAD ARIFIN Nayla Hanifah Nazwa Fahira, Tengku Newel’d N Pardosi Nibra, Bagas Elwi Nisa, Mytha Khoirun Nisa, T. Chairatul Nitami, Devi Andri Nova Sinambela Novianta, Novianta Nur Asia Aji Siambaton Nur Eliza, Sophia Okiansyah, Feri Pane, Nabila Fahriani Pangabean, Sesylia Natali Br Pangaribuan, Ida Maria Panjaitan, Ikbar Pardede, Franz Hariyanto Pardede, Rachel Natasia Pasaribu, Yolani Octavia Patarida Sibuea, Grace Renita Perangin-angin, Azel Almando Peron Lumumba Siahaan Pertiwi Matondang, Rahmatika Pradira Aritonang, Robbi Prasesa, Tasya Nadya Pratiwy, Ayu Askha Prengki Jans Nababan Priasti, Fat'ya Ayu Pricila Natalia Sembiring Purba, Audyta Ramadhani Purba, Rindiany Putri Balqis Putri Balqis, Putri Putri Nur Syafitri Lubis Putri Patricia Sitinjak Putri, Istiqomah Putri, Nazlina Dwi Putri, Nisa Dafiana Rahmatika Pertiwi Matondang Raissa Aurellia Ramanda, Bima Ramayani, Evi Rangkuti, Rizqa Nabilah Rani, Ade Ray, Laila Afrina Rebekka Margarettha Sitorus Renatha Renchiski Br Sitepu Rendy Gultom Ridho, Hatta Ririn Pradilla Br Surbakti Ririn Pradilla Surbakti Risky M Soleh Risky Muhammad Soleh Ritonga, Siti Hazzah Nur Rivaldo Sinaga, Eko Samuel Rizka Malisa Malisa Rizqa Nabilah Rangkuti Robert Vincentius Naibaho Safitri, Firli Sahdina, Tiara Vany Sakinah Khoiriah Lubis Salma Gustina Putri Santo Maulana Putra Sinaga Saragih , Dearna Jefani Br Saragih, Mernita Sari Sari Siregar, Salwa Nurmala Sari, Dwi Vanka Indah Sartika Dewi Selvi Anita Selwendri Sembiring, Kristianti Adilla Putri Br Sembiring, Natalin Pepayosa Septi Paulina Purba Septi Paulina Purba Setia, Nadia Shella Angelika Gea Shimon Hans Bungaran Simanjuntak Siahaan, Glenesia Angelica Sabina Siahaan, Josepin Sianturi, Elhot Nicolas Roganda Sianturi, Ester Cahyani Sianturi, Hanatul Fitri Sibarani, Yunanda Sihombing , Marlon Sihombing, Nisya Margaretha Sihotang, Anindya Windy Simanjorang, Feronica Sinaga, Diana Asri Fitri Sinaga, Yosafhat Glenniel Clinton Sinambela, Nova Sinar, T. Bahtazar Muhammad Sirait, Elsya Vidara Siregar, Afrila Mulyati Sitanggang, Lidia Katarina Siti Mawaddah Siti Mawaddah, Siti Sitorus, Rahmiati Sitorus, Ummi Salamah Sitorus, Widya Elizabeth Situmorang, Putri Abigel Sondang A. Y. Nadeak Sophie Valentine Sriyanto, Dharmawan Suci Ramadhani, Suci Suprayetno Suprayetno Syahputra, Diva Eka Pratama Syakira, Hania Syauqia, Rafiqah Tamba, Fajar Petronius Tambunan, Maudy Istiningdiah Tampubolon, Claudia Yonica Tampubolon, Claudia Yonica Br Tampubolon, Kevin Ariel Tandean , Handoko Tasya Shafira Siregar Teuku Muhammad Raihan Fahlevi Tio, Jennifer Tito, Suardi Altaka Raka Zapata Trimurni, Februati Tsania Salsabilla Turnip, Doni Armando Ummaina Rahma Ummi Salamah Sitorus Utama Rambe, Suma Budi V Evlyn P. Surbakti Venserjude, Muhammad Balkis Viktor Manurung Vincentia Avetriwianda Sinabutar Virgin Threisia Br Bangun Widya Puspita Wijaya, Angieta Ahsana Wildan Wafi Nasution William Dika Manihuruk Wilmer Nicholas Yabes Abi Windi, Anindya Yabes Abi, Wilmer Nicholas Yasser Muda Panjaitan Yeyen Ayuka Yohannes Manao Yohannes Sinaga Yosafhat Glenniel C. Sinaga Yosefira Aurel Putri Yosefira Aurel Putri Yossie Rossanty Yuda Prayoga Surbakti Yuliani, Dara Yuliani, Nur Irma Zahra, Dhea Zain, Muhammad Riwanda Firdaus Zapata Tito, Altaka Raka Zulfi Amandar Pasaribu Zulfikriyan Akbar