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Beby Karina Fawzeea Sembiring

Faculty Of Economics And Business, Universitas Sumatera Utara

Author-ID : 3061565

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 Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Public Health Social Sciences Other

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Pengaruh Social Media Marketing dan Content Marketing Terhadap Minat Beli: Studi Kasus pada Followers Instagram MBD Kontraktor Muhammad Teguh Syahvira Nasution; Syafrizal Helmi Situmorang; Beby Karina Fawzeea Sembiring
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.6300

The rapid development of digital technology has influenced marketing strategies, including the use of social media marketing (SMM) and content marketing (CM) to enhance consumer buying interest. This study aims to analyze the impact of SMM and CM on the buying interest of Instagram followers of MBD Kontraktor. Using a descriptive quantitative method, the study involved 208 active Instagram followers. Data were collected through online questionnaires, documentation studies, and direct observation. The results show that SMM has a positive and significant impact on buying interest. This is evident from active interaction strategies, relevant information, and creative content delivered through social media. CM also significantly influences buying interest, characterized by relevant, informative, easily understood, and consistent content. Both strategies, when combined, exhibit a stronger positive impact, confirming that the synergy of SMM and CM effectively attracts consumer interest. This study contributes to the academic literature on digital marketing and offers practical guidance for companies to improve their marketing strategies. Based on these findings, companies are expected to better understand the importance of utilizing social media and high-quality content to enhance consumer appeal and loyalty.

THE EFFECT OF PRICE AND WORD OF MOUTH ON PURCHASING DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT WARKOP AGAM STABAT Fairuza Rikha Amri; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.165

This study investigates the effects of price and word of mouth (WOM) on purchasing decisions, with brand image acting as an intervening variable. Conducted at Warkop Agam Stabat, a local coffee shop in Stabat, Indonesia, the study uses a quantitative research method involving primary and secondary data collection from 216 respondents. The data analysis includes descriptive statistics and Structural Equation Modeling (SEM). The findings reveal that price negatively affects both purchasing decisions and brand image, while WOM positively influences brand image but does not directly affect purchasing decisions. However, brand image significantly influences purchasing decisions and mediates the relationships between price, WOM, and purchasing decisions. This study contributes to the understanding of consumer behavior in the context of small local businesses.

THE EFFECT OF INSTITUTIONAL IMAGE AND EDUCATIONAL COST ON STUDENTS' INTEREST IN STUDYING AT NAMIRA MADINA HEALTH COLLEGE WITH BRAND TRUST AS AN INTERVENING VARIABLE Lidya Kesuma Sari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.174

This study aims to determine the effect of institutional image and educational cost on student interest through brand trust. This is an associative study, and the data used are quantitative. The data were obtained from primary and secondary data. The analytical methods used were descriptive statistical analysis and structural equation modeling. The population and sample in this study consisted of 297 members of the Mandailing Natal Regency generation Z community. The sampling technique used was accidental sampling. The results of this study indicate that institutional image has a positive and significant effect on brand trust, institutional image has a positive and significant effect on student interest, educational cost has a negative but insignificant effect on student interest, educational cost has a negative and significant effect on brand trust, brand trust has a positive and significant effect on student interest, institutional image has a positive and significant effect on student interest through brand trust, and educational cost has a negative and significant effect on student interest through brand trust among the Gen Z community in Mandailing Natal Regency.

The Influence of Employee Behavior and Leadership Style on Performance Through Organizational Commitment at PT Pelabuhan Indonesia (Persero) Regional 1 Belawan Branch Aida Umi Fikri PA; Fadli Fadli; Beby Karina Fawzeea Sembiring
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.46813

In todays increasingly competitive business landscape, enhancing employee performance has become a strategic priority for organizations, including PT Pelabuhan Indonesia (Persero) Regional 1 Belawan Branch. This study examines the influence of employee behavior and leadership style on performance, and how organizational commitment mediates these relationships. The research aims to analyze: (1) the direct effect of employee behavior on performance, (2) the direct effect of leadership style on performance, (3) the indirect effect of employee behavior on performance through organizational commitment, and (4) the indirect effect of leadership style on performance through organizational commitment. A quantitative, causal-associative approach was used. Data were obtained via questionnaires distributed to employees at PT Pelabuhan Indonesia (Persero) Regional 1 Belawan Branch. The data were analyzed using Structural Equation Modeling (SEM) to evaluate direct and indirect effects and the mediating role of organizational commitment.Findings reveal that both employee behavior and leadership style significantly and positively affect performance. Moreover, organizational commitment acts as a significant mediator, strengthening the relationship between employee behavior and leadership style toward performance improvement. To improve employee performance, organizations should focus on fostering constructive employee behavior, implementing effective leadership, and reinforcing organizational commitment. These three elements are critical and should be integrated into the organizations human resource management strategy to ensure sustainable performance growth at PT Pelabuhan Indonesia (Persero) Regional 1 Belawan Branch

The Effect of Risk Perception and Perceived Ease of Use on Intention to Use Dana E-Wallet in Medan City with E-Trust as an Intervening Variable Plantation Saragih, Angellia; Nurbaity, Arlina; Sembiring, Beby Karina Fawzeea
Journal of Business Management Vol. 4 No. 1 (2026): August (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v4i1.195

Advances in information technology have brought significant transformations in digital payment systems, particularly through the adoption of e-wallets as fast, easy, and secure transaction solutions. Medan, as one of Indonesia's metropolitan cities, has witnessed a growing trend in e-wallet usage, especially the DANA application. However, digital payment technology adoption still faces challenges related to risk perception and user trust. This study aims to analyze the influence of risk perception and perceived ease of use on the intention to use the DANA e-wallet in Medan City, with e-trust as an intervening variable. A quantitative approach with an associative research design was employed. The study population consists of DANA e-wallet users in Medan City (total population of 2,474,166 residents), classified as an infinite population. A sample of 165 respondents was selected through purposive sampling, with the criterion of having used DANA at least twice in the past three months. Data were collected through questionnaires distributed at coffee shops across 21 sub-districts (kecamatan) of Medan. Data analysis was performed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that: (1) risk perception has a direct negative and insignificant effect on usage intention; (2) risk perception has a negative and insignificant effect on e-trust; (3) perceived ease of use has a direct positive and significant effect on usage intention; (4) perceived ease of use has a positive and significant effect on e-trust; (5) e-trust has a positive and significant effect on usage intention; (6) e-trust does not mediate the relationship between risk perception and usage intention; and (7) e-trust significantly mediates the relationship between perceived ease of use and usage intention. These findings highlight that ease of use and e-trust are the dominant factors driving DANA e-wallet adoption in Medan City.

Strategi Promosi Pendidikan melalui Media Sosial Instagram dalam Menarik Minat Peserta Didik Baru di Sekolah Menengah Kejuruan Tritech Informatika Rifqy Ikhsanul Akmal; Fadli Fadli; Beby Karina Fawzeea Sembiring
MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Vol 10, No 1 (2026)
Publisher : Prodi Pendidikan Sejarah Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Sumatera

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/mkd.v10i1.12664

This study examines the role of Instagram as a digital promotional medium in increasing the interest and number of new student applicants at Vocational High School Tritech Informatika, Medan. The study addresses the growing competition among secondary education institutions and investigates how social media–based educational promotion influences school visibility and enrollment decisions. Employing a qualitative descriptive approach, data were collected through observations of Instagram promotional content, in-depth interviews with key informants—including the school principal, public relations staff, educators, parents of graduating students, and surrounding community members—and documentation of digital promotional materials and student admission records. Data were analyzed thematically to identify patterns in promotional strategies and their perceived impacts. The findings indicate that Instagram-based promotion plays a significant role in enhancing public awareness of the school, strengthening its institutional image, and stimulating prospective students’ interest through visually engaging, informative, and consistently managed content. This study contributes to the literature on educational communication by demonstrating the effectiveness of digital school marketing strategies in student recruitment and offers practical insights for vocational schools seeking to optimize social media platforms for sustainable enrollment growth.

The Effect of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchasing Decisions: The Mediating Role of Purchase Intention Icha Tri Pratiwi; Arlina Nurbaity Lubis; Beby Karina Fawzeea Sembiring
International Journal of Management, Economic and Accounting Vol. 4 No. 3 (2026): June 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v4i3.762

Advances in information technology have driven rapid business transformation, leading to the emergence of many small and medium-sized enterprises (SMEs) and startups that are leveraging digital channels to expand their operations. This study aims to analyze the effect of social media marketing and electronic word of mouth on purchase decisions through purchase intention among consumers of KopiKuni Medan. The rapid development of digital technology and the increasing use of social media have encouraged businesses to optimize digital-based marketing strategies to attract consumers and enhance purchase decisions. This study employs a quantitative approach using a survey method. The sample was determined using purposive sampling, with a total of 230 respondents who are consumers of KopiKuni Medan. The data analysis method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that social media marketing has a positive and significant effect on purchase intention and purchase decisions. Electronic word of mouth also has a positive and significant effect on purchase intention and purchase decisions. Furthermore, purchase intention has a positive and significant effect on purchase decisions. The indirect effect testing indicates that purchase intention is able to mediate the relationship between social media marketing and electronic word of mouth on purchase decisions significantly. These findings indicate that effective social media marketing strategies and positive, informative online consumer reviews can increase purchase intention, which ultimately leads to higher purchase decisions. The implications of this study highlight the importance for KopiKuni Medan to optimize social media content, enhance interaction with consumers, and encourage positive electronic word of mouth in order to improve competitiveness and business sustainability in the competitive culinary industry.

Co-Authors Ade saputra Aida Umi Fikri PA Akhmad Syarif Sinaga Akhmad Syarif Sinaga Alfifto ANDRIANSYAH Aprizal Haris Sinaga Ardiansyah, Romi Arif Qaedi Hutagalung Aritonang, Evawany Yunita Arlina Nurbaiti Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arto Pujangkoro, Sugih Ayu Nur Utami Siwi Hariyati Christine Christine Clarisa Felicia dheafani arnila pasaribu Dhery Wiranata Surya Dian Natari Dwi Sakinah Endang Lestari Endang Satriani Siregar Endang Setiawati Endang Sulistya Rini Endang Sulistya Rini Endang Sulistya Rini Endang Sulistya Rini Evawany Yunita Aritonang Fadli Fadli Fadli Fadli Fadli Fadli Hazmi Fairuza Rikha Amri Fani Al Vionita Rangkuti Febry Claudia Nabasa Siahaan Ginting, Ninda Grea, Eunike Al Haidiani Putri, Yessi Hakim, Farhana Abdul Hanastasia Debora Sari Siahaan Hartini Pratiwi Pane Helmi Situmorang, Syafrizal Icha Tri Pratiwi Indawati Lestari Isfenti Sadalia Isfenti Sadalia Iskandarini Ismail Napitupulu Juliaty, Tetty Khalijah, Putri Kusuma, Fandi Lidya Kesuma Sari Mamfalutin Marhaini Marhaini, Marhaini Marhayanie Marhayanie Mario Andreas Ginting Mawaddah, Wirda Megaria Damanik melda lumbantobing Millatina Urfana Mirza Abdillah Pane Morales Simanjuntak, Samuel Moudy Fitria Respati Muhammad Da’i Kuncoro Muhammad Ismuroji Muhammad Roestian Fahmi Nasution Muhammad Teguh Syahvira Nasution Munir, Erman Nafisa, Nida Najmus Tsaqib Natari, Dian Nazaruddin Nikmir Rohmiati Nikmir Rohmiati Nina Adriani Nurafrina Siregar Nurbaity, Arlina paham ginting Pandia, Komariah Pane, Sri Gustina Parapat Gultom Pasaribu, Wilson Pinem, Micael Andepa Pradifta, Rini Mutia Prihatin Lumbanraja Putri Luthfiyyah, Siti Putri, Wanda Anisya R. Hamdani Harahap Rade Juliman Lumbantoruan Ramadhani, Ayu Rizki Rasyiqah, Siti Zharfa Rico Syahputra Rifqy Ikhsanul Akmal Riki Thomas Tarigan Rival Irwanson Damanik Riza Fanny Meutia Rizkya Paulita Nasution Rusdiono Rusdiono Sahyar Sahyar Saragih, Angellia Selly Gabel Aprilliani Depari Setri Hiyanti Siregar Shabrina Tifani Siahaan, Elisabet Silalahi, Amlys Syahputra Simanjuntak, Samuel Morales Pandapotan Siregar , Lamriama Valintina Chrystina Siregar, Endang Satriani Siregar, Putri Khalijah Tricahyanti Siregar, Qurratu Ayuni Situmorang, Syafrizal Helmi Siwi Hariyati, Ayu Nur Utami Suci Niswatussolihah Suci Veny Beauty Sugih Arto Pujangkoro Sugih Arto Pujangkoro Sugiharto Pujangkoro Sukaria Sinulingga Syafrizal Helmi Situmorang Syahrida Khairani Syahrika Luthfi Sylvia Sari, Asri Syukur Arman Mendrofa Tambunan, Yohara G.M. Tarigan, Miska Irani Tarigan, Riki Thomas Tetty Yuliaty Theresa Sisilia Situmorang Tri Putri Br Purba Walga, Rikka Pratiwi Wibowo, Rulianda P. Wulanda, Astrea Yeni Absah yeni absah yeni absah Yeni Absah Yossie Rossanty Youanita Tri Sevanya Damanik Yuliani, Maulidina Zharifah Putri Masturah Hasibuan

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