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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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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 INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER TRUST IN ALLIANCE FRANCAISE MEDAN THROUGH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE Nida Nafisa; Beby Karina Fawzeea Sembiring; Erman Munir
Journal Analytica Islamica Vol 14, No 2 (2025): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i2.27258

This study aims to analyze the influence of Social Media Marketing on Consumer Trust at Alliance Française (AF) Medan with Consumer Satisfaction as an intervening variable. The background of the study is based on pre-survey findings that indicate a gap between AF Medan's social media activities, which were considered quite good by students, and the reality of the decreasing number of students from 2023 to 2025. This study uses a quantitative explanatory approach with a saturated sample of 30 active AF Medan students. Data were collected through a Likert scale questionnaire and analyzed using SEM-PLS and Baron and Kenny mediation tests to examine direct and indirect effects. The results show that Social Media Marketing has a positive and significant effect on Consumer Satisfaction, and Consumer Satisfaction has a significant effect on Consumer Trust. Social Media Marketing was also found to have a direct effect on Consumer Trust. In addition, Consumer Satisfaction was proven to mediate the relationship between Social Media Marketing and Consumer Trust, indicating that an effective digital marketing strategy increases student satisfaction and ultimately strengthens their trust in AF Medan. These findings provide important implications for cultural institutions to strengthen the consistency of digital content, increase interactivity, and ensure the match between digital image and actual service quality to build long-term trust.

Strategi Digital Marketing dalam Meningkatkan Daya Saing Namira Islamic School Uswatun Hasanah; Sugiharto Pujangkoro; Beby Karina Fawzeea Sembiring
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6279

The increasing competition among private educational institutions requires schools to adopt effective marketing strategies to enhance competitiveness and attract public interest. The development of digital technology has shifted marketing practices from conventional approaches to digital-based strategies. This study aims to analyze the digital marketing strategies implemented by Namira Islamic School in improving its competitiveness, as well as to identify supporting and inhibiting factors in their implementation. This research employs a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, documentation, and focus group discussions involving school management, marketing communication staff, students, and parents. The findings indicate that Namira Islamic School utilizes various digital marketing channels, including websites and social media platforms such as Instagram, Facebook, and YouTube, to promote school programs, activities, and achievements. However, the implementation of digital marketing has not been fully optimized due to limited human resources, unstructured content management, and the absence of comprehensive digital marketing planning. Digital marketing contributes positively to increasing school visibility and public awareness, which supports competitiveness. This study implies that educational institutions need structured digital marketing strategies, competent human resources, and consistent content management to strengthen competitiveness in the digital era.

ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT KAFE KUDU, JALAN SEI PETANI, MEDAN CITY Najmus Tsaqib; Iskandarini; Beby Karina Fawzeea Sembiring
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18611936

This study aims to analyze the influence of product quality and service quality on customer loyalty with customer satisfaction as a mediating variable at Kafe Kudu, Jalan Sei Petani, Medan City. The approach used is quantitative with the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The sample consisted of 90 respondents selected through purposive sampling. The results show that product quality does not have a significant effect on customer satisfaction but has a significant influence on customer loyalty. Conversely, service quality has a significant impact on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction significantly affects customer loyalty. Mediation testing indicates that customer satisfaction does not significantly mediate the relationship between product quality and loyalty but does significantly mediate the relationship between service quality and customer loyalty. These findings suggest that, in the context of Kafe Kudu, improving service quality is a more effective strategy for building customer satisfaction and loyalty than focusing solely on product quality. Therefore, management is advised to prioritize enhancing service quality as a long-term strategic effort.

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

The Effect of Utilitarian, Hedonic, and Social Values on Behavioral Outcomes through Consumer Trust Beby Karina Fawzeea Sembiring; Endang Sulistya Rini; Yeni Absah; 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.v13i6.4072

Live streaming e-commerce is rapidly transforming digital retail, yet the psychological drivers of consumer behavior in emerging markets like Indonesia. This study investigates consumer behavior in Indonesia’s live streaming e-commerce by examining how utilitarian, hedonic, and social values shape trust toward products and streamers, ultimately driving purchase intention and consumer engagement. Using the theory of consumption values integrated with trust-based models, data from 350 active live commerce consumers were analyzed with PLS-SEM via SmartPLS 4.0. The findings reveal that utilitarian, hedonic, and social values significantly enhance trust, which in turn strongly predicts purchase intention and consumer engagement. The model explains 52.5% of trust, 33.2% of purchase intention, and 21.8% of engagement variance, highlighting trust’s mediating role in linking consumption values to behavioral outcomes. The results emphasize the need for live commerce strategies that combine efficiency, entertainment, and community to cultivate trust, thereby boosting both immediate sales and long-term engagement. The study offers original contributions by being the first comprehensive empirical test in Indonesia applying consumption values and trust frameworks in live commerce.

ANALYSIS OF THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION TEIN THE DECISION OF TOURISTS TO VISIT IN KCENTRAL ACEH REGENCY Mamfalutin; Sugih Arto Pujangkoro; Beby Karina Fawzeea Sembiring
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1401

This research aims to analyze the influence of Integrated Marketing Communication on tourists' decision to visit Central Aceh, with a focus on three tourist attractions: Arung Jeram Lukup Badak, Pantan Teron, and Pante Manye. The independent variables in this study are advertising, personal selling, sales promotion, public relations, and events and experience, while the dependent variable is the decision to visit. The research type employed is causal associative research with a quantitative approach. Primary data was collected through questionnaires distributed to tourists visiting the mentioned attractions. The sample was drawn from the population of respondents visiting these tourist attractions using accidental sampling. Data analysis was conducted using multiple linear regression to test the partial influence of each independent variable on the decision to visit and the simultaneous influence of all independent variables. The results show that, individually, the independent variables advertising, sales promotion, and public relations do not have a significant effect on tourists' decision to visit attractions in Central Aceh. Personal selling and events and experience, on the other hand, significantly influence tourists' decision to visit attractions in Central Aceh. Simultaneously, all these independent variables also significantly influence the decision to visit. From these findings, it can be concluded that the effective implementation of IMC strategies plays a crucial role in increasing tourists' decisions to visit Central Aceh, especially at the specified tourist locations. The implications of these findings can serve as a foundation for tourism managers and stakeholders to enhance the application of IMC to increase the attractiveness and visits of tourists to the region.

THE INFLUENCE OF ORGANIZATIONAL CULTURE AND COMPENSATION ON EMPLOYEE PERFORMANCE WITH WORK MOTIVATION AS A MEDIATING VARIABLE AT THE SOUTH TAPANULI REGIONAL DISTRICT / CITY BPS Fandi Kusuma; Sri Gustina Pane; Beby Karina Fawzeea Sembiring
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 12, No 2 (2025): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v12i2.7307

PURPOSE - Strong organizational culture, which includes positive values, can increase employee motivation and engagement, which has implications for their performance. In addition, good compensation is expected to increase employee satisfaction and motivation. This study aims to determine the effect of organizational culture, compensation on employee performance with work motivation as an intervening variable at BPS Regency / City Regional Tapanuli Selatan.METHODOLOGY - .This type of research is quantitative. The number of samples in this study was 90 respondents, the data analysis techniques used in this study were instrument tests (validity tests and reliability tests) hypothesis tests (t-test and coefficient of determination) and research models of path analysis tests (Path Analysis).FINDING - The results of this study indicate that Organizational Culture has a positive and significant effect on Performance, Compensation has a positive and significant effect on Employee Performance, Work Motivation has a positive and significant effect on Employee Performance, Organizational Culture has an effect on through the Work Motivation variable and Compensation has an effect on Performance through the Work Motivation variable at BPS Regency / City Regional South Tapanuli

The Influence of the “Dine Out Deals” Discount Promotion and Visual Communication Design on Consumer Purchase Decisions in GrabFood Services at Sun Plaza Mall Medan with Purchase Intention as a Mediating Variable Dian Natari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.167

The lower transaction value of GrabFood compared to its competitors raises questions about market dominance and the sustainability of the platform's growth. Visual communication design should help convey information, but the effectiveness of the "Dine Out Deals" visual promotion strategy at GrabFood Sun Plaza Medan is questionable because many consumers are unaware of the promotion, even though they have seen the material. This study aims to analyze the direct and indirect effects of the "Dine Out Deals" discount promotion and visual communication design on purchasing decisions for GrabFood services at Sun Plaza, with purchase interest as a mediating variable. This is an associative study using primary and secondary data. The population consists of all GrabFood users at that location. The sampling technique used was nonprobability sampling with a purposive sampling approach. The data analysis method is SEM-PLS. The variables consist of two independent variables, one mediating variable, and one dependent variable. The instrument contains 21 statements. Hair's minimum sample size rule is 21x8=168, and this study involved 168 respondents. Data collection was conducted through questionnaires administered to GrabFood users at Sun Plaza Medan. The results show that: (1) the "Dine Out Deals" discount promotion and visual communication design have a significant direct effect on purchase interest; (2) the "Dine Out Deals" discount promotion has a significant indirect effect on purchase decisions; (3) visual communication design has a significant direct effect on purchase decisions; (4) purchase intention has a significant indirect effect on purchase decision; (5) the "Dine Out Deals" promotion has an indirect effect on purchase decision through purchase intention; (6) visual communication design has an indirect effect on purchase decision through purchase intention.

Analysis of Skill Upgrade, Social Support and Job Characteristics on Employee Performance with Job Satisfaction as A Moderation Variable in Hamparan Perak Health Center Rini Mutia Pradifta; Yeni Absah; Beby Karina Fawzeea
Journal of Business Management Vol. 2 No. 3 (2025): April
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v2i3.34

This study analyzes the influence of Skill Upgrade, Social Support, and Job Characteristics on employee performance, with job satisfaction as a moderating variable at Puskesmas Hamparan Perak. Using a quantitative approach, the study involved 100 civil servant samples. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with Partial Least Square (PLS). The results indicate that Skill Upgrade, Social Support, and Job Characteristics have a positive and significant effect on job satisfaction and employee performance. Job satisfaction mediates the influence of Skill Upgrade, Social Support, and Job Characteristics. This study provides recommendations to enhance employee performance through Skill Upgrade, Social Support, and Job Characteristics.

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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