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All Journal Jurnal Media Informasi Manajemen Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Sustainable Tourism and Entrepreneurship Journal of International Conference Proceedings Proceedings of The International Conference on Business and Economics
Beby Karina Fawzeea Sembiring
Universitas Sumatera Utara
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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ANALISIS STRATEGI MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA J.CO DONUTS & COFFEE CABANG CAMBRIDGE CITY SQUARE MEDAN Nina Adriani; Beby Karina Fawzeea Sembiring
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 (234.614 KB)

Abstract

J.CO Donuts & Coffee representing one of brand fast food with one of the best food in J.CO is donut. Donut is represent food which have recognized by society, but attendance of J.CO Donuts & Coffee have earned to draw consumer and become gossips one day after its apparition.This study aims to determine the influence of brand strategy and brand image to the purchasing decision in J.CO Donuts & Coffee branch at Cambridge City Square Medan. Formulation problem in this research is how far brand strategy and brand image influencing purchasing decisions in J.CO Donuts & Coffee branch Cambridge City Square Medan.The population in this study were all customers J.CO Donuts & Coffee branch at Cambridge City Square Medan who has purchased decisions whose numbers are unknown. This research is descriptive quantitative research, and data used are primary and secondary data obtained through the study of the measurement documentation and questionnaires using likert scale. The analysis method used is descriptive analysis method and the multiple regression analysis method.The results of this study indicate that simultaneous brand strategy, and brand image has positive and significant impact on purchase decisions J.CO Donuts & Coffee branch at Cambridge City Square Medan. Partially brand image can be seen that the variable is the dominant variable influencing the purchase decision in J.CO Donuts & Coffee branch at Cambridge City Square Medan. Value Adjusted R Square = 0.204, mean 20,4% purchase decision factors can be explained by the independent variable (brand strategy and brand image ) while the remaining 79,6% is explained by other factors not examined in this study like location and price.Keywords: brand strategy, brand image and purchasing decisions.
PENGARUH STRATEGI BAURAN PEMASARAN RITEL TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN MINIMARKET MES MART SYARIAH dheafani arnila pasaribu; Beby Karina Fawzeea Sembiring
Jurnal Media Informasi Manajemen Vol 1, No 2 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

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AbstractThe goal of this research is to know and analize the effect of retail marketing mix strategy which consist of product, price, place, personality, and presentation on customer satisfaction of minimarket MES Mart syariah and to know and analize the effect of customer satisfaction on customer loyalty. This reseach is quantitative research. Population on this research is all of MES Mart Syariah’s customers in average 2.769 person per month. Sampling set method is using purposive sampling technic with criteria doing purchase transaction at least two times a month. Calculation of sampling is using Slovin formula so that obtained 100 samples.The theory used in this research is primary and secondary theory. The method of data collection is by fill the questionnaires with using Likert scale while the secontary data obtained by documentation study. The technic of analysis isdescriptive and quantitative analysis. First hypotesis test is using multiple linear regression analysis and the second hypotesis test is using simple linear regressionThe result of this research shows that simultaneously product, price, place, personality, and presentation have a positive and significant influences to customer satisfaction in MES Mart Syariah. Partial test shows that product, place, personality, and presentation have a positive and significant influence to customer satisfaction . while price in unsignificant effect with customer satisfaction. The result of this research also shows that customer satisfaction have a positive and significant influences to customer loyalty. From this research we can know that personality is the most dominant factor that effect to customer satisfaction.Key word : Retail marketing mix strategy, customer satistaction, loyalty
Analisis Pengaruh Faktor Kebudayaan, Sosial, Pribadi, dan Psikologis terhadap Keputusan Pembelian Makanan Cepat Saji pada Konsumen Kentucky Fried Chicken (KFC) Walikota Medan Millatina Urfana; Beby Karina Fawzeea Sembiring
Jurnal Media Informasi Manajemen Vol 1, No 3 (2013): media informasi manajemen
Publisher : Universitas Sumatera Utara

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Abstract

Abstract The purpose of this research is to define and analyze the influence of cultural, social, personal, and psychological factor to fast food purchasing decision. This research was conducted to Kentucky Fried Chicken (KFC) Walikota Medan consumers. The kind of this research is explanatory that purposes to analyze the relationship between a variable with other variables or how a variable influences others. The data analysis methods used are descriptive and quantitative method and linear multiple regression. The data used are primary and secondary data. The primary was from questionnaire that was given to respondent. The secondary were from books, journals, earliest studies, and information that was from internet. This research used 100 respondents as samples. The results showed that cultural, social, personal, and psychological have a positive and significant influence on fast food purchasing decision of Kentucky Fried Chicken (KFC) Walikota Medan consumers. It could be known from the results of simultaneous linear regression test. Based on the significant test partially, that personal and psychological factor influenced positively and significantly on purchasing decision. The cultural factor influenced positively but not significant. The social factor influenced negatively and not significant. The dominant variable that influenced partially to purchasing decision is psychological factor. Keywords: cultural, social, personal, psychological, and purchasing decision.
Training on Introduction to Platforms and Utilization of Social Media in Online Business for MSME Actors Students of SMK Alwashliyah 2 Simalungun Regency Beby Karina Fawzeea Sembiring; Marhayanie Marhayanie; Marhaini Marhaini; Syafrizal Helmi Situmorang; Tetty Yuliaty
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 1 (2021): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i1.1690

Abstract

Given the blossoming essence of social media marketing, literature does not delve into the complexities and consequences of small and medium-sized enterprises (SMEs). This paper seeks to advance awareness and provide an extensive analysis of the inspiration and efficiency benefits of social media provided by small and medium-sized businesses through a digital economy analysis. The conceptual analysis shows that interactivity, compatibility, and cost-effectiveness are reasons for social media use, ultimately providing advantages. SMEs of Facebook and Twitter profiles are used to analyze the conceptual paradigm suggested. This research reveals that the interdependencies of social media's motives and the consequences of social media use are optimistic but sporadic across small and medium-sized companies. SMEs selling physical goods prefer to use social media on cost-effective motivations, whereas small and medium-sized businesses tend to see interactivity as the main incentive. Furthermore, the study results indicate that Facebook and Twitter in a two-site story generate success gains for small and medium-sized enterprises' users. The study offers future analysis and management priority problems that strongly affect the academic and practice culture. Obviously, despite any bottlenecks in use, SMEs in developing markets tend to reap expanded social media gains through multi-platform marketing activities. 
Antecedents of destination brand experience Miska Irani Tarigan; Arlina Nurbaity Lubis; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Sustainable Tourism and Entrepreneurship Vol. 4 No. 2 (2023): January
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v4i2.428

Abstract

Purpose: The tourism sector is the leading sector for Indonesia's foreign exchange earnings. The Indonesian government has established six National Tourism Strategy Areas, including Lake Toba, North Sumatra. Development in the Lake Toba tourist area has been carried out, but it does not automatically bring tourists to visit the Lake Toba Tourism Area. The researcher intended to know the factors of the tourist brand experience in Lake Toba. Therefore, this study aims to confirm the factors obtained from a literature study. Research methodology: The research methodology used is a qualitative study, namely Focus Group Discussion. Participants in the Focus Group Discussion are Government Representatives, Tour Guides, Travel Agencies, and domestic tourists' representatives. Results: The study results should add to the Tourist Self-expression as a new precursor to the destination brand experience. Limitation: The study did not involve hospitality and other relevant governments to gain a broader perspective. Contribution: The results of this study hope to contribute to references for tourism marketing. Keywords: Brand experience, Destination branding, Tourism marketing, Lake Toba
Business Strategy on Marketing Entrepreneurial Performance with Competitive Advantage as Intervening Case Study of UKM Ulos Fabric Craftsmen at the Department of SMEs and Cooperatives of North Sumatra Province Nurafrina Siregar; Arlina Nurbaity Lubis; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of International Conference Proceedings Vol 4, No 3 (2021): 2021 WIMAYA International Conference of Economics and Business
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v4i3.1337

Abstract

The benchmark for the success of SMEs to be able to win in the competition is through marketing performance, especially because SMEs are currently becoming something important in supporting Indonesia's economic growth and the quantity of SMEs (the number of SMEs) is a big potential in the economy. Indonesia as a cultural country has the opportunity to develop products based on local wisdom. This research is a quantitative study, the population in this study is Ulos cloth SMEs assisted by the UKM and Cooperatives Service in North Sumatra Province. The population is 221 and the samples are spread over the area. Structural equation modeling (SEM) was used to analyze the data from this study.
Determinants Affecting Consumer Purchase Decisions in The New Normal Era Beby Karina Fawzeea Sembiring; Endang Sulistya Rini; Yeni Absah
Journal of International Conference Proceedings Vol 4, No 3 (2021): 2021 WIMAYA International Conference of Economics and Business
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v4i3.1362

Abstract

The purpose of this study is to determine the effect of product quality on purchasing decisions in the new normal era, to determine the effect of price on purchasing decisions in the new normal era, to determine the effect of promotion on purchasing decisions in the new normal era, to determine the effect of product quality price and promotion on purchasing decisions in the new normal era. The population in this study were Shopee users in the city of Medan. The data analysis tools used are descriptive statistics and SPSS statistics. The results showed that product quality price and promotion partially had a positive and significant effect on purchasing decisions. Simultaneously it is also known that product quality, price and promotion simultaneously have a positive and significant effect on purchasing decisions.
The Influence of Brand Image, Product Quality and Price on Samsung Smartphone Product Purchase Decisions (Case Study on Employees of PT Angkasa Pura Aviasi Kualanamu International Airport) Akhmad Syarif Sinaga; Arlina Nurbaity Lubis; Beby Karina Fawzeea Sembiring
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 17, No 1 : Al Qalam (Januari 2023)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v17i1.1810

Abstract

Brand image, product quality and price get a positive impression from the majority of respondents and get a significance value of 0.000, 0.001 and 0.000 respectively. From the brand image variable, it can be seen that the majority of respondents agree that Samsung smartphones have a good reputation and are innovative, thereby increasing employee confidence. The product quality variable states that Samsung smartphones are considered to have good performance and are attractive and in accordance with what is needed by employees. The price variable states that Samsung smartphones have affordable prices and are in accordance with the quality of the products needed by employees. The purpose of this study is to find out and analyze whether brand image, product quality and price have an influence on purchasing decisions for Samsung smartphone products. The respondents used were employees from PT Angkasa Pura Aviasi Kualanamu International Airport. This study uses a quantitative approach and uses multiple linear regression analysis. The total population at PT Angkasa Putra Aviasi Kualanamu International Airport is 544 employees. Where the population in this research are employees at PT Angkasa Pura Aviasi Kualanamu International Airport who have used Samsung smartphones whose number is not identified so that the sample used in this study was 108 employees in the company. The results of this study indicate that brand image, product quality and price have a positive and significant influence on purchasing decisions for Samsung smartphone products.
The Influence of Information Quality, Facilities, and Alumni on the Decision to Choose a WBI Polytechnic Campus Through Brand Image as an Intervening Variable Muhammad Roestian Fahmi Nasution; Sugiharto Pujangkoro; Beby Karina Fawzeea Sembiring
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 17, No 1 : Al Qalam (Januari 2023)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v17i1.1805

Abstract

Wilmar Bisnis Indonesia Polytechnic (WBI) is an educational institution committed to becoming the best and ideal educational institution for Indonesia's young generation to be ready to compete in the increasingly competitive business world in the industrial era 4.0. One of the factors that can make prospective students decide to choose to study at the WBI Polytechnic includes the Quality of Information, Facilities, Alumni, and Brand Image. This study aims to determine the effect of the quality of information, facilities, and alumni on the decision to choose a WBI Polytechnic Campus through Brand Image as an Intervening Variable. The population in this study were active students in the 2019, 2020 and 2021 batches, totaling 396 students and the sample with the criteria for class 2021 students totaling 123 students. Data collection methods were carried out by means of interviews, questionnaires, and documentation studies. Methods and techniques of analysis of multiple regression using path analysis (path analysis). The results of the research on the direct effect on the first substructure state that simultaneously and partially, Information Quality, Facilities, and Alumni have a positive and significant effect on Brand Image. The results of the research on the direct effect on the second substructure state that simultaneously and partially, Information Quality, Facilities, Alumni, and Brand Image have a positive and significant effect on Voting Decisions. The results of the indirect effect study stated that Information Quality, Facilities, and Alumni had a positive and significant effect on Voting Decisions through Brand Image as an intervening variable.
The Influence of Brand Trust and Product Quality on Customer Loyalty Through Customer Engagement on Users Toyota Cars in Medan City Indawati Lestari; Isfenti Sadalia; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Proceeding of The International Conference on Business and Economics Vol. 1 No. 2 (2023): Proceeding of The International Conference on Business and Economics
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/icbeuntagsmg.v1i2.729

Abstract

The purpose of this study was to determine and analyze the effect of brand trust and product quality on customer loyalty through customer engagement with Toyota car users in Medan City. The research was conducted on Toyota car users in Medan City. The population of all Toyota brand car users in Medan City. Samples were taken using the Slovin formula of 150 respondents. Data analysis was performed using path analysis in the SPSS program. The results of the sub-1 analysis prove that brand trust and product quality have a positive and significant effect on customer engagement. The results of the sub-2 analysis prove that brand trust and product quality have a positive and significant effect on customer loyalty through customer engagement.
Co-Authors Akhmad Syarif Sinaga Arlina Nurbaiti Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis dheafani arnila pasaribu Endang Sulistya Rini Indawati Lestari Isfenti Sadalia Marhaini Marhaini Marhayanie Marhayanie Millatina Urfana Muhammad Roestian Fahmi Nasution Nikmir Rohmiati Nina Adriani Nurafrina Siregar Sugiharto Pujangkoro Syafrizal Helmi Situmorang Tarigan, Miska Irani Tetty Yuliaty yeni absah