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Muhammad Dharma Tuah Putra Nasution

Magister Ilmu Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Sumatera Utara, Indonesia

Author-ID : 2993407

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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The Influence of Brand Storytelling on Brand Advocacy in Beauty Products: The Mediating Effect of Emotional Attachment Fitriani Tobing; Muhammad Dharma Tuah Putra Nasution; Syafrida Hafni Sahir; Yossie Rossanty
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3611

In the competitive digital market, brands must foster emotional attachment with consumers through storytelling that conveys their identity and values. This paper aims to examine the influence of brand storytelling on brand advocacy with emotional brand attachment as a mediating variable in the context of the digital beauty industry in Indonesia. The design of this research is quantitative with a descriptive-causal approach, using data from 200 active consumers of local cosmetic brands collected through an online survey. The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4 software. The research results show that brand storytelling has a significant positive effect on emotional brand attachment, and this attachment partially mediates the relationship between brand narrative and advocacy behavior. These findings provide a theoretical contribution by confirming the role of affective mechanisms in shaping loyalty and voluntary support among digital consumers, particularly in the context of emerging market countries. From a practical standpoint, these results recommend that marketers prioritize the development of authentic and emotionally resonant storytelling as a strategy to build psychological closeness and encourage consumers to become active advocates for the brand.

Authenticity, Credibility, and Cultural Context: An Integrated Model of Influencer Marketing in Collectivistic Societies Fadli; Muhammad Dharma Tuah Putra Nasution; Inneke Qamariah; Siti Hafsah Zulkarnain
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

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.

The Influence Of Customer Experience, Brand Image, And Social Media Influencer On Purchase Decision Of Staccato Products At Sunplaza Medan Cyndi Varelie; Dewi Nurmasari Pane; Muhammad Dharma Tuah Putra Nasution
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

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.

Cultural values, status signalling and quiet luxury adoption in collectivist emerging markets Cut Kesuma Pahlufi; Muhammad Dharma Tuah Putra Nasution
International Journal of Economics, Business Management and Accounting (IJEBMA) Vol. 8 No. 1 (2026): January 2026
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijebma.v8i1.3464

Purpose: Existing status signalling frameworks, developed within individualistic cultural contexts, cannot predict luxury consumption in collectivist societies, where affluent consumers favour understated expressions despite possessing both the economic means and the social motivation to signal status conspicuously.Design/methodology/approach: We develop Cultural Signalling Adaptation Theory by integrating status signalling theory, cultural values research, and acculturation mechanisms, illustrated through Indonesia as a collectivist emerging market case study.Findings: The framework identifies four mechanisms through which cultural values reshape luxury signalling: cultural filtering, which suppresses materialist motivation; identity protection, which generates resistance to culturally incongruent consumption; bicultural competence, which enables navigation between global sophistication Research limitations/implications: The framework is conceptual and requires empirical validation across diverse collectivist markets. Priority directions include scale development for cultural adaptation strategies, boundary condition testing across Southeast and South Asian contexts, and longitudinal tracking of adaptation patterns.Practical implications: Luxury brands should emphasise cultural sensitivity, quality craftsmanship, and community-oriented positioning over status symbolism, with segmentation based on cultural adaptation approaches rather than economic capability alone. Originality/value: This paper extends signalling theory beyond individualistic assumptions by demonstrating cultural moderation of the wealth-status relationship

Omnichannel Integration Quality, Perceived Personalization, dan Online ‎Customer Experience: Dampaknya terhadap Perceived Brand Authenticity ‎dan Brand Loyalty David Pranata Pakpahan; Fadli; Muhammad Dharma Tuah Putra Nasution
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 1 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i1.733

Penelitian ini menjelaskan bagaimana kualitas integrasi saluran (omnichannel integration ‎quality/OIQ) dan persepsi personalisasi (perceived personalization/PP) membentuk pengalaman ‎pelanggan daring (online customer experience/OCE), yang pada gilirannya menumbuhkan persepsi ‎keotentikan merek (perceived brand authenticity/PBA) dan loyalitas merek (brand loyalty/BL) pada ‎konteks ritel omnichannel. Model yang diajukan memposisikan OIQ dan PP sebagai anteseden, OCE ‎sebagai mekanisme psikologis yang menyalurkan dampak hulu ke hilir, serta PBA sebagai jembatan ‎makna menuju loyalitas. Penelitian ini menggunakan konstruk yang telah tervalidasi dan menetapkan ‎rencana pengujian dengan pendekatan PLS-SEM, termasuk evaluasi reliabilitas dan validitas, ‎pengendalian bias metode umum, serta uji invariansi pengukuran antarsegmen. Secara teoretis, studi ‎ini menempatkan OCE sebagai penghubung antara integrasi kanal dan personalisasi dengan ‎pembentukan keotentikan merek, serta mengonsolidasikan peran PBA dalam menjelaskan transisi ‎dari pengalaman ke perilaku loyal. Secara manajerial, temuan yang diharapkan menekankan ‎pentingnya integrasi informasi dan proses yang konsisten di semua kanal serta personalisasi yang ‎transparan dan memberi kendali kepada pelanggan, sehingga pengalaman lebih relevan, persepsi ‎autentisitas meningkat, dan loyalitas dapat dipupuk secara berkelanjutan.‎

Peran Digital Customer Relationship Management dalam Meningkatkan ‎Kepuasan dan Loyalitas Pelanggan David Pranata Pakpahan; Muhammad Dharma Tuah Putra Nasution; Fadli Fadli
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 1 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i1.744

Di era digital, Customer Relationship Management (CRM) telah berevolusi menjadi Digital CRM ‎‎(DCRM) yang memanfaatkan teknologi digital untuk mengelola interaksi dan data pelanggan secara ‎real-time. Penelitian ini menganalisis peran Digital CRM dalam meningkatkan kepuasan dan loyalitas ‎pelanggan dengan menggunakan pengalaman pelanggan (customer experience) sebagai mediator. Model ‎konseptual menempatkan Digital CRM sebagai konstruk eksogen, pengalaman pelanggan sebagai ‎mekanisme perantara, serta kepuasan dan loyalitas sebagai konstruk keluaran. Data dikumpulkan ‎melalui survei online pada konsumen digital (umum), dengan analisis menggunakan PLS-SEM. Hasil ‎analisis menunjukkan bahwa Digital CRM berpengaruh positif dan signifikan terhadap pengalaman ‎pelanggan, kepuasan pelanggan, dan loyalitas pelanggan. Temuan juga mengonfirmasi bahwa ‎pengalaman pelanggan memediasi pengaruh Digital CRM terhadap kepuasan dan loyalitas pelanggan. ‎Temuan ini konsisten dengan literatur terbaru yang menekankan pentingnya integrasi teknologi digital, ‎personalisasi layanan, serta pengelolaan data yang efektif dalam membangun hubungan jangka panjang ‎dengan pelanggan. Implikasi praktisnya adalah perusahaan perlu mengoptimalisasi penggunaan alat ‎Digital CRM dengan dukungan teknologi mutakhir agar dapat meningkatkan kualitas pengalaman, ‎kepuasan, dan loyalitas pelanggan.‎

Beyond The Principal–Agent Dyad: How MCN Governance Structures Shape Social Proof Mechanisms And Monetization Outcomes In Live-Streaming Social Commerce Ecosystems Corry Patricia Manik; Fadli Fadli; Muhammad Dharma Tuah Putra Nasution
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.11628

The proliferation of live-streaming commerce has reconfigured digital marketing landscapes, yet Multi-Channel Networks (MCNs) remain systematically mischaracterized as exploitative intermediaries depleting creator earnings. Drawing upon Agency Theory, Relationship Marketing, and Social Proof Theory, this study develops a conceptual framework theorizing the strategic governance role of MCNs in talent marketing management, emphasizing digital gift distribution optimization and deliberate social proof construction on TikTok. Critically, this study clarifies that agencies receive a 7–15% commission disbursed directly by TikTok a structural arrangement preserving streamer net revenue entirely, contradicting prevailing exploitative narratives. The framework demonstrates that MCNs function as ecosystem catalysts through technical infrastructure provision, algorithmic performance coaching, and incentive-based mechanisms including diamond injection programs that amplify viewer engagement and algorithmic visibility. Agencies further orchestrate social proof dynamics generating self-reinforcing gifting cascades within a symbiotic value co-creation ecosystem. This study contributes to platform governance, algorithmic creator economy, and social commerce intermediation literature by reconceptualizing MCNs as indispensable strategic ecosystem partners.

Pleasure-Seeking Or Fear-Driven? A Conceptual Examination Of Hedonic Motivation And FOMO As Catalysts Of Impulsive Buying In E-Commerce Auliya Allendifa; Muhammad Dharma Tuah Putra Nasution; Fadli Fadli
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.11821

Although impulsive buying in e-commerce has received considerable scholarly attention, the psychological mechanisms through which digitally engineered platform environments systematically erode consumer self-regulation remain undertheorized. This paper advances the Affective Urgency Model, a conceptual framework grounded in the Stimulus-Organism-Response paradigm, dual-process theory, prospect theory, approach-avoidance motivation theory, and self-determination theory. Through a critical narrative synthesis of Scopus and Web of Science literature, three theoretical contributions are made. First, hedonic motivation is reframed as an affective override mechanism that activates System 1 processing and suppresses deliberative evaluation, rendering consumers structurally vulnerable to spontaneous purchases. Second, commercially induced FOMO is reconceptualized as a threat response driven by loss aversion, wherein platform-deployed scarcity stimuli frame purchase inaction as loss and compress the decision window. Third, the construct of affective urgency is introduced to capture the compounded state arising from the co-activation of approach motivation and avoidance motivation, amplifying impulsive buying beyond the additive effects of either variable independently. The framework also incorporates the post-purchase paradox, wherein affective urgency-driven purchases produce cognitive dissonance, regret, and financial well-being deterioration despite their immediate hedonic appeal. Three formal propositions and a research agenda for empirical validation are advanced.

From Sustainability-Oriented Innovation to Circular Outcomes: Evidence from SMEs Doli Muhammad Ja’far Dalimunthe; Arif Qaedi Hutagalung; Dany Perdana Sitompul; Muhammad Dharma Tuah Putra Nasution
Ilomata International Journal of Management Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i3.2360

Sustainability transitions in small and medium-sized enterprises (SMEs) depend on more than innovation intent — they require business models capable of translating that intent into product-level outcomes. This study tests an integrated model linking sustainability-oriented innovation (SOI), sustainable business model innovation (SBMI), barriers to the circular economy (B-CE), and sustainable product innovation performance (SPIP), with market performance (MP) as the downstream outcome. B-CE is positioned as both a suppressor of business model renewal and a moderator of the link between renewal and product-level output. Survey data from 280 Indonesian SMEs across sectors were analyzed using PLS-SEM. All eight hypotheses were supported (p < 0.001), with large effect sizes across the endogenous constructs (R² = 0.646–0.719). The study's principal contribution lies in empirically specifying SBMI as a necessary mediator between innovation orientation and product outcomes — a relationship prior literature had proposed conceptually but never tested within an integrated, SME-level model. B-CE operates in a dual capacity: as a direct suppressor of SBMI (β = −0.519) and as a moderator weakening the SBMI–SPIP relationship (β = −0.288), with the conditional slope falling from 0.717 under low-barrier conditions to 0.141 under high-barrier conditions. Structural relationships remained broadly consistent across sectors — manufacturing, service, and trading — and firm size, with only two of eighteen multigroup comparisons reaching significance. For managers and policymakers, cultivating sustainability orientation without reconfiguring value architecture is unlikely to yield measurable gains, and reducing circular economy barriers matters as much as direct innovation investment.

The Impact of Affiliate Credibility on Perceived Risk and Transaction Value Digital Consumer Nindya Azzahra; Fadli Fadli; Muhammad Dharma Tuah Putra Nasution
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.688

Affiliates now play a bigger role as consumers' main information source thanks to the growth of affiliate marketing in the digital commerce ecosystem. Customers' cognitive assessments are thought to be influenced by affiliate credibility, especially when evaluating risk and transaction value. The purpose of this study is to examine how affiliate trustworthiness affects perceived risk and perceived value, as well as how this affects the value of digital consumer transactions. 350 Indonesian digital customers who had encountered affiliate suggestions were surveyed as part of this study's quantitative methodology. Structural Equation Modeling (SEM) was used to assess the data. The findings demonstrated that perceived risk was significantly impacted negatively by affiliate credibility, whereas perceived value was significantly impacted positively. Additionally, transaction value was positively impacted by perceived value and negatively impacted by perceived risk. The results also demonstrated that the relationship between affiliate credibility and transaction value is mediated by perceived risk and perceived value. In addition to practical implications for businesses and platforms creating affiliate marketing strategies focused on lowering risk and raising customer transaction value, this study offers theoretical contributions to the development of source credibility-based digital marketing studies.

Co-Authors , Wilchan Robain Ahmad Rafiki Annisa Eka Maghfiroh Arif Qaedi Hutagalung Aulia Ramadhan Tanjung Aulia Ramadhan Tanjung Auliya Allendifa Beby Sendy Br Ginting , Nita Budi Syahputra Corry Patricia Manik Cut Kesuma Pahlufi Cyndi Varelie Dalimunthe, Doli Muhammad Ja'far Dany Perdana Sitompul David Pranata Pakpahan David Pranata Pakpahan Dewi Nurmasari Pane Diah Sulistia Dwi Hadi Surya Etrie Septiani Lubis Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fadli Fitriani Tobing Hambali Harahap , Ramadhan Harahap, Ramadhan Husni Muharram Ritonga Husni Muharram Ritonga Inneke Qamariah Irawan Irawan Irawan Irawan Irawan, Irawan Jhony Joko Ramadhani Julia Evita Lestari Ku Halim bin Ku Ariffin Lasma Uli Simangunsong M. Chaerul Rizky Mesra B Monica Oktavia, Monica Muhammad Saeed Asshihab Nafissa Aisyah Fitri Br Sitepu Nasution, Thorique Akbar Maulana Nindya Azzahra Ningsih, Tasya Septia Nur Asyiqin Binti Abdul Manaf Nur Aulia Khairani Nurafrina Siregar Ocdy Amelia Pahlufi, Cut Kesuma Rahmadhani, Sari Nuzullina Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rifky Budi Setiawan Sandra, Oky Puspita Sari, Pipit Buana SATRIYAS ILYAS Shofy Mazaya Siregar Simamora, Rospita Siti Hafsah Zulkarnain Slamet Widodo Surya, Dwi Hadi Sutan Emir Hidayat Syafrida Hafni Sahir Tanjung, Aulia Ramadhan Tarigan, Vita Cita Emia Turnip, Ivo Arfiani Ummu Salmah Tanjung Yossie Rossanty Yossie Rossanty

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