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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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The Influence Of Influencer Marketing On Gen Z Consumer Purchase Interest a Literature Review Dian Natari; Rade Juliman Lumbantoruan; Dwi Sakinah; Syafrizal Helmi Situmorang; Beby Karina Fawzeea Sembiring
Global Management: International Journal of Management Science and Entrepreneurship Vol. 1 No. 4 (2024): November : International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v1i4.29

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.

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.

Influence of Service Quality and Marketing Mix on Customer Satisfaction at PT BPR Pijer Podi Kekelengen Simpang Selayang Pinem, Micael Andepa; Pujangkoro, Sugih Arto; Sembiring, Beby Karina Fawzeea Fawzeea
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5321

Organizations must be able to predict customer needs and desires in the future accurately, so banks can develop innovative products and strategies. This research consists of Service Quality and Marketing Mix influencing Customer Satisfaction at BPR Pijer Podi Kekelengen Simpang Selayang Branch. The sample in this study was 376 savings customers of BPR Pijer Podi Kekelengen Simpang Selayang Branch Office. The analysis in this research is multiple linear regression. The partial and simultaneous research results show that the variables of Service Quality and Marketing Mix positively and significantly affect Customer Satisfaction at BPR Pijer Podi Kekelengen Simpang Selayang.

Antecedents of destination brand experience Tarigan, Miska Irani; Lubis, Arlina Nurbaity; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
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

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

Formulation of Strategies to Minimize Dropshipping Business Failure on Shopee Indonesia through the Business Model Canvas, SWOT Analysis, and TOWS Matrix Fani Al Vionita Rangkuti; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Economics and Management Research Vol. 5 No. 1 (2026): April: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i1.692

The rapid growth of e-commerce in Indonesia has increased business actors’ interest in the dropshipping business model, particularly on the Shopee platform. Although this model offers operational convenience and relatively low capital requirements, the failure rate of dropshipping businesses remains high due to dependence on suppliers and affiliates, fluctuations in promotional costs, and the dynamic nature of platform algorithms. This study aims to formulate strategies to minimize dropshipping business failure on Shopee Indonesia through the integration of the Business Model Canvas (BMC), SWOT analysis, and the TOWS Matrix. This research employs a descriptive qualitative approach, with data collected through in-depth interviews with active dropshipping practitioners on Shopee Indonesia. The data were analyzed by mapping the nine elements of the Business Model Canvas, identifying internal and external factors using SWOT analysis, and formulating strategic alternatives through the TOWS Matrix. The findings indicate that the existing dropshipping business model functionally fulfills all nine blocks of the Business Model Canvas; however, it still faces key weaknesses, including high dependence on external parties, substantial promotional cost burdens, and risks arising from changes in platform policies. The integration of SWOT and TOWS analyses generates SO, WO, ST, and WT strategies that emphasize service quality enhancement, optimization of digital marketing, utilization of automation technologies, supplier diversification, and more efficient cost management. This study concludes that the integration of the Business Model Canvas, SWOT analysis, and the TOWS Matrix represents an effective strategic approach to enhancing business stability, competitiveness, and sustainability within the Shopee Indonesia marketplace ecosystem

THE INFLUENCE OF GAMIFICATION AND LIVE STREAMING SHOPPING ON PURCHASE DECISION WITH PURCHASE INTENTION AS AN INTERVENING VARIABLE INTENTION AS AN INTERVENING VARIABLE ON THE SHOPEE MARKETPLACE IN MEDAN CITY Hanastasia Debora Sari Siahaan; Arlina Nurbaity Lubis; Beby Karina Fawzeea Sembiring
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 4 No. 6 (2024)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v4i6.2252

The competition in e-commerce in Indonesia makes e-commerce companies increasingly competitive to issue innovations by developing attractive strategies for customers. According to the results of an iPrice Indonesia survey, the number of monthly web visitors to the Shopee marketplace is ranked second in the third quarter of 2023. These results explain why Shopee has not become the main choice of customers when shopping online. Consumer desires that continue to change cause consumers to turn to other e-commerce sites that have more superior specifications than Shopee, causing many Shopee's users to switch to other service providers. This study aims to determine and analyze the effect of gamification and live streaming shopping on purchase decisions, with purchase intention as an intervening variable in the Shopee marketplace in Medan City. The population in this study is citizens of Medan City who have bought and used the Shopee marketplace at least twice a month. The sampling technique in this study is an accidental sampling technique of 220 respondents. The data analysis method uses structural equation modeling with partial least squares (SEM-PLS). The results showed that gamification (X1) has a positive and significant influence on purchase decisions (Y). Gamification (X1) has a positive and significant influence on purchase intention (Z). Live streaming shopping (X2) has a positive and significant influence on purchase decisions (Y). Live streaming shopping (X2) has a positive and significant influence on purchase intention (Y). Purchase intention (Z) has a positive and significant influence on the purchase decision (Y). Gamification (X1) has a positive and significant influence on purchase decision (Y) through purchase intention (Z). Live streaming (X2) has a positive and significant influence on purchase decision (Y) through purchase intention (Z).

THE EFFECT OF PRICE AND CELEBRITY ENDORSERS ON PURCHASE DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE IN MS GLOW SKINCARE PRODUCTS Endang Satriani Siregar; Paham Ginting; Beby Karina Fawzeea Sembiring
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 1 (2025)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i1.2341

Skincare products also support this development. The goal of skincare is to maintain healthy and firm skin through a series of skincare treatments that utilize specific products. Customers who value their appearance will undoubtedly choose skincare products that provide the highest level of happiness when worn, which of course encourages manufacturers to develop more innovative products in an effort to attract customers. MS Glow, a skincare company that has recently joined the Indonesian beauty product industry, managed to bring home the Indonesia Best Brand Award 2020 in the field of Exclusive Facial Care. This type of research uses a quantitative approach and is associative in nature. This research was conducted in Rantauprapat City, Labuhanbatu Regency, North Sumatra Province, aimed at customers who use MS Glow Skincare products and the research time was carried out starting from September-December 2024. The population of this study includes MS Glow customers.

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

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

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