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All Journal Signifikan : Jurnal Ilmu Ekonomi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Hasil Pengabdian Kepada Masyarakat Neraca Keuangan : Jurnal Ilmiah Akuntansi dan Keuangan JABE (Journal of Applied Business and Economic) Aptisi Transactions on Technopreneurship (ATT) Iqtishoduna: Jurnal Ekonomi Islam JUMAN Tools (Jurnal Manajemen Tools) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan International Journal of Business Economics (IJBE) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Economics and Digital Business Review International Journal of Business, Law, and Education Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Fokus Manajemen Asian Journal of Management Analytics KENDALI: Economics and Social Humanities Journal of Management, Economic, and Accounting Journal Business Administration (JBA): Entrepreneurship and Creative Indutry Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced International Journal of Economics and Management Sciences Jurnal Akuntansi Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Muhammad Dharma Tuah Putra Nasution
Universitas Sumatera Utara, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Social Sciences Other

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Authenticity, Credibility, and Cultural Context: An Integrated Model of Influencer Marketing in Collectivistic Societies Fadli; Nasution, Muhammad Dharma Tuah Putra; Qamariah, Inneke; Zulkarnain, Siti Hafsah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3785

Abstract

Influencer marketing thrives in Indonesia’s collectivistic culture, where community trust shapes consumer behavior. This study aims to test the Cultural Contingency Theory of Digital Influence, examining how authenticity influences credibility and digital engagement among influencers on Instagram and TikTok. A mixed-methods approach was employed, analyzing data from 152 influencers over eight weeks. The study utilized a natural language processing model tailored for the Indonesian language to assess authenticity, alongside validated scales for credibility, engagement, and consumer skepticism, followed by structural equation modeling for hypothesis testing. Findings reveal that authenticity strongly enhances credibility, which in turn drives digital engagement through likes, comments, and shares. Nano influencers excel in building credibility through authentic, community-driven content reflecting values like mutual cooperation (gotong royong), while micro influencers boost engagement with broader reach. Consumer skepticism weakens the authenticity–credibility link, particularly when content lacks cultural resonance, such as moral character. Engagement is higher in Java than Sumatra, with TikTok favoring raw authenticity and Instagram emphasizing curated aesthetics. This study validates a culturally contingent model, offering insights for tailored marketing strategies, although it is limited by its focus on the standard Indonesian language and short study duration.
SOCIAL MEDIA ANALYSIS AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY AT PT. KATIGA RITEL STRENGINDO (K3 MART) MEDAN Jhony; Mesra B; Muhammad Dharma Tuah Putra Nasution
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 5 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i5.4383

Abstract

The retail industry in Indonesia has undergone a significant transformation, triggered by the penetration of the internet and social media, which have changed consumer behavior. This study aims to analyze how social media and service quality affect customer satisfaction and loyalty at PT. Katiga Ritel Strengindo (K3 Mart) Medan. This study examines the relationship between social media marketing activities, service quality, customer satisfaction, and loyalty using a quantitative approach with a sample of 83 K3 Mart Medan consumers. Data were obtained through a survey and then analyzed using the Partial Least Squares (PLS) method. The results show that social media has a positive effect on customer satisfaction and loyalty, with satisfaction acting as a mediator that strengthens the relationship between social media and loyalty. In addition, service quality has a significant effect on customer satisfaction and loyalty, with satisfaction also acting as a mediator. This study provides a theoretical contribution to enriching the literature on the relationship between social media, service quality, satisfaction, and customer loyalty in the modern retail sector, particularly in the context of lifestyle marts in Indonesia. Practically, the results of this study provide recommendations for K3 Mart management to increase interaction on social media, improve service quality, and improve the physical aspects of the store in order to continuously increase customer satisfaction and loyalty.
ANALYSIS OF PROMOTION AND SERVICE QUALITY ON DECISIONS SAVING THROUGH CUSTOMER TRUST IN BANKS WEST JAVA MEDAN BRANCH OFFICE Etrie Septiani Lubis; Slamet Widodo; Muhammad Dharma Tuah Putra Nasution
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19464654

Abstract

The increasingly fierce competition in the banking industry requires banks to optimize their promotional strategies and service quality to increase customer savings decisions, particularly by establishing trust. This study aims to analyze the effect of promotion and service quality on savings decisions with customer trust as a mediating variable at Bank Jawa Barat (BJB) Medan Branch. This study uses a quantitative approach with primary data obtained through a questionnaire distributed to 120 savings customers. Data analysis techniques used Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results show that promotion and service quality have a positive and significant effect on savings decisions. In addition, promotion and service quality are also proven to have a positive and significant effect on customer trust. Customer trust itself has a positive and significant effect on savings decisions. The results of the indirect effect test show that customer trust is able to mediate the effect of promotion and service quality on the decision to save. The coefficient of determination (R²) value shows that promotion and service quality are able to explain 48.7% of the variation in customer trust, while promotion, service quality, and customer trust together explain 57.4% of the variation in the decision to save. Based on these findings, it can be concluded that customer trust plays a strategic role in strengthening the influence of promotion and service quality on savings decisions. Therefore, Bank BJB Medan Branch Office is advised to continue improving the quality of informative and consistent promotions and improving service quality, particularly in terms of responsiveness and reliability, to build and maintain customer trust in the long term.
How Ambidextrous Marketing Capabilities Mediate the Impact of Market Knowledge Breadth on Innovation Performance: A Conceptual Model Muhammad Dharma Tuah Putra Nasution; Yossie Rossanty; Ramadhan Harahap; Aulia Ramadhan Tanjung
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 5 No. 4 (2024): Oktober
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v5i4.1956

Abstract

This conceptual paper aims to explore the mediating role of ambidextrous marketing capabilities in the relationship between market knowledge breadth and innovation performance within the hospitality sector, specifically in food and beverage establishments. This study addresses a critical gap in the literature by proposing a theoretical framework that links these variables. It conceptualizes how a firm’s breadth of market knowledge—encompassing insights into various market segments and customer needs—can influence its innovation performance, with ambidextrous marketing capabilities acting as a mediating factor. Ambidextrous marketing capabilities are defined in terms of their exploratory (ability to explore new markets and customer segments) and exploitative (ability to leverage existing market knowledge) dimensions. The paper argues that firms with extensive market knowledge are better positioned to develop and apply these capabilities effectively, thus enhancing their innovation outcomes. The proposed framework suggests that market knowledge breadth influences innovation performance both directly and indirectly through ambidextrous marketing capabilities. This conceptual approach aims to provide a foundation for future empirical research and offers theoretical insights into how firms in the hospitality sector can leverage their market knowledge and marketing capabilities to drive innovation.
The Influence Of Customer Experience, Brand Image, And Social Media Influencer On Purchase Decision Of Staccato Products At Sunplaza Medan Varelie, Cyndi; Pane, Dewi Nurmasari; Nasution, Muhammad Dharma Tuah Putra
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1520

Abstract

This research was conducted with the aim of determining the influence of customer experience, brand image, and social media influencer on the purchasing decision of Staccato products at Sunplaza Medan. The research method used in this study is descriptive quantitative. The population used in this study is consumers who buy Staccato products at SunPlaza. The sampling in this study was taken by selecting 10 (ten) consumers who have bought Staccato products every day for 10 days of research, so the sample size obtained is 100 consumers. The results of this study indicate that simultaneously customer experience, brand image, and social media influencer have a positive and significant effect on the purchasing decision of Staccato products at Sunplaza Medan.
Co-Authors , Wilchan Robain Ahmad Rafiki Aksa Cahyadi Anita br Sinembela Annisa Eka Maghfiroh Aulia Ramadhan Tanjung Aulia Ramadhan Tanjung Beby Sendy Br Ginting , Nita Damar Arasstya Dewi Nurmasari Pane Diah Sulistia Dinda Khalisyah Dwi Hadi Surya Eric Marfianda Etrie Septiani Lubis Fadli Fadli Fadli Fitriani Tobing Harahap , Ramadhan Harahap, Ramadhan Husni Muharram Ritonga Irawan Irawan Irawan Irawan Irawan, Irawan Jhony Joko Ramadhani Ku Halim bin Ku Ariffin Lasma Uli Simangunsong Lestari, Julia Evita M. Chaerul Rizky Mesra B Monica Oktavia, Monica Nasution, Thorique Akbar Maulana Ningsih, Tasya Septia Nur Asyiqin Binti Abdul Manaf Nurafrina Siregar Pahlufi, Cut Kesuma Pakpahan, David Pranata Qamariah, Inneke Rahmadhani, Sari Nuzullina Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rapika Sari Rifky Budi Setiawan Rini Regierni RITONGA, HUSNI MUHARRAM Sandra, Oky Puspita Sari, Pipit Buana SATRIYAS ILYAS Slamet Widodo Surya, Dwi Hadi Sutan Emir Hidayat Syafrida Hafni Sahir Tanjung, Aulia Ramadhan Umma Padillah Varelie, Cyndi Vita Cita Emia Tarigan Cita Emia Tarigan Yossie Rossanty ZULKARNAIN, SITI HAFSAH