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All Journal Jurnal Media Informasi Manajemen JAM : Jurnal Aplikasi Manajemen INTERNATIONAL JOURNAL ON LANGUAGE, RESEARCH AND EDUCATION STUDIES Abdimas Talenta : Jurnal Pengabdian Kepada Masyarakat Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan J-MAS (Jurnal Manajemen dan Sains) Alignment: Journal of Administration and Educational Management Journal Analytica Islamica Journal of Education, Humaniora and Social Sciences (JEHSS) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Jurnal Ilmiah Manajemen Kesatuan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Sustainable Tourism and Entrepreneurship International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) East Asian Journal of Multidisciplinary Research (EAJMR) Indonesian Journal of Business Analytics (IJBA) Formosa Journal of Multidisciplinary Research (FJMR) Journal of International Conference Proceedings Asian Journal of Management Analytics The International Conference on Education, Social Sciences and Technology (ICESST) Mamangan Social Science Journal Proceedings of The International Conference on Business and Economics Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Indonesian Journal Economic Review (IJER) Indonesian Journal of Advanced Research (IJAR) Entrepreneurship and Small Business Research International Journal of Economic, Technology and Social Sciences (Injects) International Journal of Economics, Management and Accounting Mutiara: Multidiciplinary Scientifict Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Riwayat: Educational Journal of History and Humanities ALWAQFU Jurnal Hukum Ekonomi dan Wakaf IIJSE Journal of Business Management Majapahit Journal of Islamic Finance dan Management El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Majapahit Journal of Islamic Finance dan Management International Journal of Economics and Management Sciences Bulletin of Engineering Science, Technology and Industry Jurnal Ragam Pengabdian Harmony Management: International Journal of Management Science and Business Global Management: International Journal of Management Science and Entrepreneurship International Journal of Economics and Management Research Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Beby Karina Fawzeea Sembiring
Faculty Of Economics And Business, Universitas Sumatera Utara
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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Analisis Pengaruh Bauran Pemasaran terhadap Kualitas Jasa dan Kepuasan Pelanggan Eksternal Perguruan Tinggi Swasta di Kota Medan Sembiring, Beby Karina Fawzeea
Jurnal Aplikasi Manajemen Vol. 7 No. 4 (2009)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1024.814 KB)

Abstract

Recently in this free market era, there have been widely open chances for foreign private university to go along with national education exertions. As a result, local private university must enhances it service quality programs such as using marketing-mix concept as an attempt to survive in more hypercompetitive competition. This research aims to verify the correlation between marketing-mix dimensions such as: product, place, promotion, process, people, price and physical evidence with service quality and external customer satisfaction of private university in Medan.Empirical testing Using Structural Equation Modeling (SEM) which is supported by the research hypothesis. The research result indicates that the application of marketing-mix dimensions (7P) can directly affects the improvement of service quality and gives the external customer satisfaction. According to the result, private university must improve its employee performance first.Keywords: Marketing Mix, Service Quality, External Customer Satisfaction.
Analysis of the Effect of Beauty Product Marketing Mix on Buying Interest with the Use of South Korean Celebrity Brand Ambassadors as a Moderation Variable Siregar, Qurratu Ayuni; Wibowo, Rulianda Purnomo; Sembiring, Beby Karina Fawzeea
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.463

Abstract

In the highly competitive beauty product industry, companies are required to implement innovative and relevant marketing strategies to maintain and increase consumer buying interest. Recent phenomena indicate that marketing mix elements (product, price, place, and promotion) are often underutilized or focused too narrowly on a single aspect. Meanwhile, the use of brand ambassadors, particularly South Korean celebrities, has become a dominant trend, believed to build emotional appeal and enhance positive consumer perceptions. This study aims to analyze the influence of the marketing mix and brand ambassadors on buying interest, as well as examine the moderating role of brand ambassadors in this relationship. This research adopts a quantitative associative approach, using questionnaires distributed to consumers exposed to brand ambassador promotional campaigns. Data analysis was conducted using multiple linear regression and moderated regression analysis. The results indicate that both the marketing mix and brand ambassadors have a positive and significant effect on consumer buying interest. However, the role of brand ambassadors as a moderating variable in strengthening the relationship between the marketing mix and buying interest was not consistently significant. These findings emphasize the importance of an integrated marketing strategy that not only leverages the popularity of brand ambassadors but also optimizes all elements of the marketing mix in a way that is appealing, educational, and aligned with contemporary consumer needs.
Analysis of the Effect of Beauty Product Marketing Mix on Buying Interest with the Use of South Korean Celebrity Brand Ambassadors as a Moderation Variable Siregar, Qurratu Ayuni; Wibowo, Rulianda Purnomo; Sembiring, Beby Karina Fawzeea
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.463

Abstract

In the highly competitive beauty product industry, companies are required to implement innovative and relevant marketing strategies to maintain and increase consumer buying interest. Recent phenomena indicate that marketing mix elements (product, price, place, and promotion) are often underutilized or focused too narrowly on a single aspect. Meanwhile, the use of brand ambassadors, particularly South Korean celebrities, has become a dominant trend, believed to build emotional appeal and enhance positive consumer perceptions. This study aims to analyze the influence of the marketing mix and brand ambassadors on buying interest, as well as examine the moderating role of brand ambassadors in this relationship. This research adopts a quantitative associative approach, using questionnaires distributed to consumers exposed to brand ambassador promotional campaigns. Data analysis was conducted using multiple linear regression and moderated regression analysis. The results indicate that both the marketing mix and brand ambassadors have a positive and significant effect on consumer buying interest. However, the role of brand ambassadors as a moderating variable in strengthening the relationship between the marketing mix and buying interest was not consistently significant. These findings emphasize the importance of an integrated marketing strategy that not only leverages the popularity of brand ambassadors but also optimizes all elements of the marketing mix in a way that is appealing, educational, and aligned with contemporary consumer needs.
ANTECEDENTS OF CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY AT SHELL JAKARTA GAS STATION Moudy Fitria Respati; Beby Karina Fawzeea; Yeni Absah
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 9 (2025): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i9.873

Abstract

The high demand for fuel oil (BBM) in Indonesia, which is dominated by the transportation sector, encourages Shell gas stations to innovate in their services and product quality. Although Shell gas stations are known for their good reputation, fuel quality issues at Pertamina gas stations, such as adulteration, have made many customers switch to Shell. This study shows that customers are increasingly considering fuel quality and customer service in choosing gas stations, and the challenges faced in the Shell Go+ loyalty program are important factors in retaining customers in a competitive market. This study aims to determine and analyze the effect of brand image and customer experience on customer loyalty with customer satisfaction as an intervening variable at Shell gas stations in Jakarta City. The sample in this study were people in Jakarta City who had purchased and used Shell fuel at least 2 times a month. The sampling technique in this study was the accidental sampling technique with 110 respondents. The data analysis method used Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that Brand Image had a positive and significant effect on Customer Loyalty and Customer Satisfaction. Meanwhile, Customer Experience has a positive and significant effect on Customer Loyalty and Customer Satisfaction. Finally, Customer Satisfaction has a significant effect in mediating the relationship between Brand Image and Customer Experience on Customer Loyalty.
The Influence of Hedonic Shopping Motivation and Electronic Word of Mouth (eWOM) on Impulse Buying in Shopee E-Commerce Users in Medan Tuntungan with Positive Emotion as an Intervening Variable Wulanda, Astrea; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14922

Abstract

This study aims to determine and analyze the effect of hedonic shopping motivation and electronic word of mouth on impulse buying through positive emotion in Shopee users. This type of research is associative research using quantitative data The sampling technique used was purposive sampling with the criteria that respondents who have shopped at Shopee for at least a year. The data were analyzed using the Structural Equation Modeling method with the Smart PLS version 4.0 analysis tool. The results showed that directly hedonic shopping motivation has a positive and significant effect on positive emotion and impulse buying, electronic word of mouth has a positive and insignificant effect on positive emotion and impulse buying, positive emotion has a positive and significant effect on impulse buying. In indirect research results, hedonic shopping motivation has a positive and significant effect on impulse buying through positive emotion. Meanwhile, electronic word of mouth has a positive and insignificant effect on impulse buying through positive emotion.
Entertainment Factor and Relatability’s Effect on Gen Z and Millennial’s Interaction in Medan Through Their Emotion Siwi Hariyati, Ayu Nur Utami; Lubis, Arlina Nurbaity; Fawzeea, Beby Karina
Mutiara: Multidiciplinary Scientifict Journal Vol. 2 No. 1 (2024): Mutiara: Multidiciplinary Scientifict Journal
Publisher : Al Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/mutiara.v2i1.115

Abstract

The fashion industry experiences rapid development in today’s era and intense competition to attract consumer interaction cannot be avoided. High consumer interaction can secure a high interest for a company and high interaction is needed to remain relevant and achieve desired targets. This study aims to determine and analyze the effect of entertainment factors and relatability in fashion brands’ social media marketing content on consumer interaction through personal emotion on Genz and Millennial in Medan. This research is quantitative and associative, with data collected from the documented study and a questionnaire. The population in this study were all online shopping consumers from age 18 to 35 who have one social media account on Facebook/X/Instagram/TikTok and live in Medan. The sampling method used in this study is non-probability convenience sampling, with 180 respondents taken from five areas in Medan. This study used path analysis to analyze the data. The results from this study show that the entertainment factor has a significant effect on personal emotion, both positive and negative, but no significant effect on consumer interaction. However, the entertainment factor indirectly affects consumer interaction through negative personal emotions, not positive ones. Relatability has a significant effect on positive emotion, which also has a direct significant effect on consumer interaction and a significant effect mediated through positive personal emotion, yet relatability does not influence the negative one, directly and indirectly. Personal emotions, both positive and negative, have a significant effect on consumer interaction.
ANALYSIS OF THE INFLUENCE OF ORGANIZATIONAL JUSTICE, TRANSFORMATIONAL LEADERSHIP, AND AKHLAK CORE VALUES ON EMPLOYEE PERFORMANCE WITH MOTIVATION AS AN INTERVENING VARIABLE AT PT JASA RAHARJA (BRANCH OF NORTH SUMATRA) Rival Irwanson Damanik; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 1 (2023): DECEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i1.322

Abstract

This research aimed to determine the influence of organizational justice, transformational leadership, and AKHLAK core values ​​on employee performance with motivation as an intervening variable at PT Jasa Raharja (Branch of North Sumatra). This type of research is descriptive research. The population in this study were all employees of PT Jasa Raharja (Branch of North Sumatra), totaling 104 people. The sampling technique in this research was the Probability Sampling technique. The sampling calculation used the Slovin formula, so the sample consisted of 82 respondents. The data collection techniques were observation, interviews, questionnaires, and documentation studies (library). The data analysis method uses path analysis and hypotheses. The research results show that Transformational Leadership and Moral Core Values ​​influence employee performance at PT Jasa Raharja (Branch of North Sumatra). Meanwhile, Organizational Justice does not affect Employee Performance at PT Jasa Raharja (Branch of North Sumatra). The results of testing organizational justice and moral core values ​​do not significantly affect employee performance, with motivation as an intervening variable. At the same time, transformational leadership is increased because it significantly affects performance with an explanation as an intervening variable at PT Jasa Raharja (Branch of North Sumatra).
THE INFLUENCE OF SERVICE QUALITY AND PRODUCT QUALITY BSI GRIYA ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION OF BANK SYARIAH INDONESIA CAPEM ISKANDAR MUDA IN MEDAN CITY Nikmir Rohmiati; Arlina Nurbaity Lubis; Beby Karina Fawzeea Sembiring
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 3 (2024): FEBRUARY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i3.382

Abstract

This research aims to determine and analyze the influence of service quality on customer satisfaction, the influence of BSI Griya product quality on customer satisfaction, the influence of service quality on customer loyalty, the influence of BSI Griya product quality on customer loyalty, the influence of customer satisfaction on customer loyalty, and the influence of service quality on customer loyalty through customer satisfaction, the influence of BSI Griya product quality on customer loyalty through customer satisfaction of BSI Capem Iskandar Muda in Medan City. This type of research is associative research with a quantitative analysis approach. The population and sample in the study amounted to 121 customers, using saturated sampling techniques. The data collection methods used are questionnaires, interviews and documentation studies, while the types and sources of data use primary data and secondary data. The data analysis method uses descriptive statistical analysis and Structural Equation Modeling Partial Least Squares (SEM-PLS). The results of this research show that service quality has a positive and significant effect on customer satisfaction, BSI Griya product quality has a positive and significant effect on customer satisfaction, service quality has a positive and insignificant effect on customer loyalty, BSI Griya product quality has a positive and insignificant effect on customer loyalty , customer satisfaction has a positive and significant effect on customer loyalty, customer satisfaction is able to significantly mediate the effect of service quality on customer loyalty, and customer satisfaction is able to significantly mediate the effect of BSI Griya product quality on customer loyalty.
ANALYSIS OF FARMERS' VALUE CHAIN IN IMPROVING THE QUALITY OF COFFEE EXPORT PRODUCTS Fadli Hazmi; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 4 (2024): MARCH
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i4.401

Abstract

Control of coffee plantations in Indonesia is dominated by small farmers who have not yet implemented the value chain. This research aims to analyze coffee farmers in implementing the value chain at each stage of cultivation and post-harvest processing activities and find out how the value chain is implemented to improve product quality. This type of research is qualitative research with a grounded theory approach. The informants in this research were five informants from several villages in Mandailing Natal Regency, North Sumatra. Data collection uses participatory observation, in-depth interviews, and documentation. The research results show that the majority of coffee farmers in Mandailing Natal Regency do not carry out cultivation and post-harvest processing to increase production and quality, so they do not get added value to the product because farmers do not receive assistance in carrying out these activities. Farmers need assistance in implementing the value chain, namely assistance with cultivation activities by carrying out conceptual planting, using superior seeds, routine fertilization, routine pruning, and harvesting red fruit and assistance with post-harvest processing by carrying out fruit sorting, standard grinding, clean washing, and standard drying. Assistance provided to farmers can be provided through exporters, farmer groups and related institutions who continuously increase the added value of coffee products.
THE EFFECT OF SERVICE QUALITY ON REPURCHASE INTEREST IN HOME CLEANER SERVICES THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE Ginting, Ninda; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 7 (2024): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i7.477

Abstract

Cleaning service is a service provided to the hygiene of a building carried out carefully and thoroughly with the help of mechanical and non-machine hygiene tools, as well as chemical (chemical) performed by a sanitary officer. (cleaner). Many people don't have the time or energy to clean their own homes or workplaces so that's where the need for cleaning services arises. The aim of this study is to analyze the influence of quality of service on interest in re-purchase of home cleaner services through consumer satisfaction as an intervening variable. The type of research used in this study is explanatory research with a quantitative approach, which is a method of research intended to explain the position of the variables studied and the influence between one variable and another variable as well as to test the hypotheses that have been formulated. The results of the research were that the quality of service had a positive and significant influence on the interest in re-purchase in SAS Home Cleaner Field. It shows that the better the quality of the service performed, the greater the interest in re-purchase
Co-Authors Aida Umi Fikri PA Akhmad Syarif Sinaga Akhmad Syarif Sinaga Alfifto ANDRIANSYAH Anizar Anizar 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 Astrea Wulanda Augina Amelia Putri Ayu Nur Utami Siwi Hariyati Christine Christine Clarisa Felicia dheafani arnila pasaribu Dhery Wiranata Surya Dian Natari Dian Natari Dwi Sakinah Endang Lestari Endang Satriani Siregar Endang Setiawati Endang Sulistya Rini Endang Sulistya Rini Endang Sulistya Rini Endang Sulistya Rini Erman Munir Evawany Yunita Aritonang Fadli Fadli Fadli Fadli Fadli Hazmi Fairuza Rikha Amri Fandi Kusuma Fani Al Vionita Rangkuti Febry Claudia Nabasa Siahaan Ginting, Ninda Haidiani Putri, Yessi Hakim, Farhana Abdul Hanastasia Debora Sari Siahaan Hartini Pratiwi Pane Helmi Situmorang, Syafrizal Indawati Lestari Isfenti Sadalia Isfenti Sadalia Iskandarini Iskandarini Ismail Napitupulu Juliaty, Tetty Khalijah, Putri Lidya Kesuma Sari Mamfalutin 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 Najmus Tsaqib Nanda Adilfa Mulya Nazaruddin Nida Nafisa Nikmir Rohmiati Nikmir Rohmiati Nina Adriani Nurafrina Siregar paham ginting Pandia, Komariah Parapat Gultom Pinem, Micael Andepa 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 Rini Mutia Pradifta Rival Irwanson Damanik Riza Fanny Meutia Rizkya Paulita Nasution Rusdiono Rusdiono Sahyar Sahyar Samuel Morales Simanjuntak Selly Gabel Aprilliani Depari Setri Hiyanti Siregar Shabrina Tifani Sibuea, Nindy Fuzi Siregar, Endang Satriani Siregar, Qurratu Ayuni Siti Putri Luthfiyyah Siti Putri Luthfiyyah Situmorang, Syafrizal Helmi Siwi Hariyati, Ayu Nur Utami Sri Gustina Pane Suci Niswatussolihah Suci Veny Beauty Sugih Arto Pujangkoro Sugih Arto Pujangkoro Sugiharto Pujangkoro Sugiharto Pujangkoro Sukaria Sinulingga Syafrizal Helmi Situmorang 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 USWATUN HASANAH Walga, Rikka Pratiwi Wibowo, Rulianda P. Wulanda, Astrea Yeni Absah yeni absah Yeni Absah yeni absah Yeni Absah Yossie Rossanty Youanita Tri Sevanya Damanik Yuliani, Maulidina Zharifah Putri Masturah Hasibuan