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All Journal Riau Journal of Computer Science Hasil Pengabdian Kepada Masyarakat JURNAL EDUCATION AND DEVELOPMENT JURTEKSI Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal JOURNAL OF SCIENCE AND SOCIAL RESEARCH JURNAL MATHEMATIC PAEDAGOGIC JATI EMAS (Jurnal Aplikasi Teknik dan Pengabdian Masyarakat) Jurnal Teknik Informatika (JUTIF) Jutsi: Jurnal Teknologi dan Sistem Informasi J-Com (Journal of Computer) Jurnal IPTEK Bagi Masyarakat Aptekmas : Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Inovasi Jurnal Ilmiah Ekonomi dan Manajemen Gudang Jurnal Pengabdian Masyarakat PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Riset Multidisiplin Edukasi
Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Manajemen Informatika Dan Komputer Royal
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Journal : PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)

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Innovation Strategies and Facilities Determine Competitive Advantages in Cafe Kenjiorlando; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v3i1.201

Abstract

This study aims to find out how much influence innovation strategies and facilities have in determining the competitive advantage of Titik Koma's Coffee Cafe. Population in this study is consumers from Titik Koma's Coffee Cafe. The technique for determining the number of samples used in this study is the Hair formula. The analysis data used the multiple linear regression analysis method. The results of the analysis provide the equation Competitive Advantage = 1.374 + 0.050 Innovation Strategy + 0.532 Facilities + e. The results of the t test showed that the innovation strategy variable had a positive and insignificant effect on the competitive advantage at the Titik Koma's Coffee Cafe where tcount (1,132) > ttable (1.9847), the facility variable had a positive and significant effect on the competitive advantage at the Titik Koma's Coffee Cafe where tcount (9,320) > ttable (1.9847). The results of the F test showed that Fcount (176.078) > Ftable (3.09) which means that the independent variables simultaneously affected the bound variable. The results of the determination coefficient (R2) test show that 78.4% of the consumer satisfaction variables are influenced by innovation strategies and facilities while the remaining 21.6% are influenced by other variables.
Green Marketing Strategy and Brand Image: Building Consumer Loyalty for Unilever in Sekip, Medan Christopher, Philip; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v3i1.262

Abstract

This study examines the influence of Green Marketing strategies and Brand Image on Customer Loyalty among Unilever consumers in the Sekip subdistrict of Medan, Indonesia. As climate change and environmental issues increasingly shape consumer preferences, green marketing has become a vital strategy for brands globally. This research adopts a quantitative approach, utilizing a structured questionnaire to collect insights from Unilever consumers who prioritize eco-friendly products and corporate social responsibility. Results reveal that both Green Marketing and Brand Image significantly affect Customer Loyalty, though the impact may be slightly negative if perceived as insincere. Consumers are more loyal to brands that genuinely integrate sustainable practices, as seen in increased loyalty and sales for Unilever’s Sustainable Living Brands in Medan. However, Green Marketing and Brand Image explain only 13.1% of the variance in Customer Loyalty, with the remaining 86.9% influenced by other factors. These findings offer valuable insights for companies seeking to develop sustainable marketing strategies that resonate with environmentally aware consumers.
From Face-to-Face to Virtual Interactions: Unraveling the Impact of Technological Advancements on Conformity and Consumer Buying Patterns Alvin Novaldo; Hommy Dorthy Ellyany Sinaga; Marlo C. Novino; Jupert Jasser G. Abellana
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v3i1.263

Abstract

This study examines the impact of technological advancements and conformity theory on consumer buying patterns in the digital era. As social interactions and commerce increasingly shift online, understanding the underlying factors influencing consumer decisions becomes essential. Utilizing a quantitative approach, data were collected from 269 members of a youth community through structured questionnaires. The analysis employed multiple linear regression techniques to explore significant relationships among variables. Findings reveal that technological advancements significantly enhance information accessibility and shopping experiences, facilitating faster and more informed purchasing decisions. Furthermore, conformity theory is shown to critically shape buying behavior, with individuals often aligning their choices with group norms. These insights underscore the importance for marketers and companies to leverage technology and social influence dynamics to craft effective marketing strategies, ultimately enhancing consumer engagement and satisfaction in the digital marketplace. This research contributes to the understanding of consumer behavior in the context of rapid technological change and collective social influence.
How Tax Insights and Eco-Perceptions Shape Electric Vehicle Purchase Intentions Rizky Dwi Prasetio; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v3i1.264

Abstract

This study aims to analyze the influence of tax tariff understanding and perception of eco-friendly products (green products) on the intention to purchase electric vehicles in Medan City, with a sample consisting of Auto2000 Medan Pancing customers. Electric vehicles are considered a potential solution to reduce greenhouse gas emissions and air pollution from conventional motor vehicles. However, the low adoption rate of electric vehicles in Medan indicates challenges in consumer interest factors. This research employed a survey method with 70 respondents from Auto2000 Medan Pancing customers, analyzed using multiple linear regression tests. The results show that both tax tariff understanding and perception of eco-friendly products, both simultaneously and partially, do not significantly affect the intention to purchase electric vehicles. These findings indicate the need for more effective policies and further consumer education on the benefits and advantages of electric vehicles.
The Influence of Green Products and Green Advertising on Purchasing Decisions (Study on Honda Beat Motorcycle Buyers with ESP Features in Medan Area District) Felix; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v3i1.230

Abstract

Motorcycles are a means of transportation that has been known to consumers for a long time from year to year until now it has experienced rapid development. The purpose of this study is to analyze The Influence of Green Product and Green Advertising on Purchasing Decisions of Honda Beat Motorcycle Buyers with ESP Features in Medan Area District. This type of research uses quantitative research, data collection techniques using questionnaires and samples in this study amounted to 80 samples. The results of the study concluded that partially Green Product has a positive and significant influence on purchasing decisions and Green Advertising has a positive and significant influence on purchasing decisions. Simultaneously Green Product and Green Advertising have a positive and significant influence on purchasing decisions
The Influence of Lifestyle and Brand Image on Purchasing Decisions for Mundo Products with Purchase Intention as an Intervening Variable Pratama Perangin-angin, Muhammad Farid; Hommy Dorthy Ellyany Sinaga; Petrus Loo
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 2 (2023): Regional Economics Development and Business Transformation in the Digital Era
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v2i1.99

Abstract

The textile industry in Indonesia has great potential with various types of raw materials, including cotton, silk, rattan, and polyester. An integrated supply chain is the key to success in this industry, which is currently experiencing positive growth. Socks are an important textile product and have become part of the lifestyle, especially in the digital era. This study aims to understand the effect of lifestyle and brand image in the digitalization era on purchasing decisions for Mundo socks products through purchase intention as an intervening variable. This research uses descriptive quantitative methods and involves 250 retail stores spread across the city of Medan. The research sample size was determined by the Slovin method with an error rate of 5% resulting in 154 respondents. data was collected with various research instruments, literature studies and research questionnaires. The results showed that Lifestyle and Brand Image and Purchase Intention as intervening variables had a partial and simultaneous effect on Purchasing Decisions at PT. Jumbo Niaga Lestari. And Lifestyle is the most dominant variable influencing Purchasing Decisions at PT. Jumbo Niaga Lestari.
Analyzing the Influence of Viral Marketing and Product Quality on Purchasing Decisions for K-pop Merchandise Chelsya; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 3 No. 1 (2024): “Sustainability Challenges Through Technology in Emerging Market Economies”
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.249

Abstract

This study aims to examine and analyze the influence of Viral Marketing and Product Quality on Purchase Decisions regarding K-pop merchandise among students of SMA Swasta Mentari Bangsa Medan. The sample for this research consists of 16 respondents who have previously purchased K-pop merchandise. The analytical method employed in this study is quantitative, with data collected as primary data derived from respondents' answers to distributed questionnaires. The data processing method used is multiple linear regression analysis, employing SPSS version 23. The data collection method used is purposive sampling. The results of the partial hypothesis testing indicate that viral marketing does not have a positive and significant effect on purchase decisions, whereas product quality does have a positive and significant effect on purchase decisions. The results of the simultaneous hypothesis testing (F-test) demonstrate that both viral marketing and product quality influence purchase decisions, with an F-value of 17.630 and a significance value of 0.000. Therefore, based on the F-value (17.630) being greater than the critical F-value (3.74), the null hypothesis (Ho) is rejected and the alternative hypothesis (Ha) is accepted, with a significance level (0.000) being less than alpha (0.005), indicating a very significant relationship due to the significance value (0.000).
Green Marketing Innovation and Eco-Friendly Products on Purchase Intention of Skincare in the Era of Sustainable Economy: Inovasi Green Marketing dan Produk Ramah Lingkungan terhadap Minat Beli Skincare di Era Ekonomi Berkelanjutan Zefana; Hommy Dorthy Ellyany Sinaga; Brillian Moktar
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.310

Abstract

This study analyzes the impact of green marketing innovation and eco-friendly product attributes on consumer purchase intention in the skincare industry in the sustainable economy era. A quantitative method was employed by distributing questionnaires to 110 Somethinc customers at Vanilla Skincare & Cosmetic Store, with respondents selected based on their familiarity with experience with the products. The instruments were tested for validity and reliability, and data analysis was performed using multiple linear regression with SPSS 27.The findings show that green marketing has a positive but insignificant influence on purchase intention. Campaigns such as collaboration with LindungiHutan and the EmptyBox program helped strengthen brand awareness but did not substantially affect consumer decisions. In contrast, eco-friendly products demonstrated a positive and significant effect. Factors including quality, the use of natural ingredients, recyclable packaging, and proven skin health benefits were the main drivers of consumer purchase interest. Overall, the research concludes that sustainability and product quality play a greater role than promotional strategies in shaping buying decisions. These results suggest that skincare companies should continue to innovate in eco-friendly product development while reinforcing sustainable marketing to build long-term consumer trust.
The Influence of Brand Image and Sustainability Awareness on Customer Loyalty at Miniso Medan Mall: Pengaruh Citra Merek dan Kesadaran Keberlanjutan terhadap Loyalitas Pelanggan Miniso Medan Mall Cindy; Hommy Dorthy Ellyany Sinaga; Ngiw Aman Harja
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.324

Abstract

This study aims to analyze the Influence of Brand Image and Sustainability Awareness on Customer Loyalty at Miniso Medan Mall. The research method used is a quantitative approach by distributing questionnaires to 91 respondents who are customers of Miniso Medan Mall. Data were analyzed using validity tests, reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination with the help of SPSS Version 27. The results showed that Brand Image had a positive and significant effect on Customer Loyalty, while Sustainability Awareness had a positive but insignificant effect on customer loyalty. Simultaneously, both variables have a significant effect on customer loyalty with a coefficient of determination of 62.9%. This confirms that customer loyalty toward Miniso Medan Mall is more strongly influenced by Brand Image perceptions than by Sustainability Awareness. The findings of this study have practical implications for Miniso to continue strengthening product quality, design, and shopping experience, while maintaining its commitment to Sustainability Awareness as a long-term strategy in facing modern retail competition.
The Impact of Digital Marketing Strategies and Environmentally Friendly Innovations on Brand Loyalty at The Body Shop Thamrin Plaza: Dampak Strategi Pemasaran Digital dan Inovasi Ramah Lingkungan terhadap Loyalitas Merek di The Body Shop Thamrin Plaza Anjeli; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.342

Abstract

This research is motivated by the low levels of customer involvement and loyalty at The Body Shop Thamrin Plaza Medan, despite the outlet implementing promotions, various programs, and recycling workshops. To address this issue, the study employs a quantitative approach with a sample of 100 customers selected using incidental (convenience) sampling through a structured questionnaire. The data were tested for validity and reliability, were found to meet the classical assumptions of normality and multicollinearity, and were then analyzed using multiple linear regression on SPSS version 25. The t-test shows that digital marketing strategies have a significant positive effect on brand loyalty (β = 0.408, t = 4.703, p < 0.05) while environmentally friendly innovations also have a significant positive effect (β = 0.456, t = 4.765, p < 0.05). The overall F test indicates that both variables collectively explain 58.8% of the variation in brand loyalty (F = 69.278, p < 0.05). These results support all three hypotheses and recommend enhancing digital content personalization as well as regularly scheduling green programs to strengthen relationships with consumers and potentially increase brand loyalty for The Body Shop Thamrin Plaza Medan.
Co-Authors Adyanata Lubis Afdhal Syafnur Alvin Novaldo Anjeli Arridha Zikra Syah Bachtiar Efendi Brillian Moktar Chelsya Chitra, Latiffani Christopher, Philip Cici Santika Putri Cindy Claudie Tiofanny Daniel Valentino Lay Desma Erica Maryati M. Desma Erica Maryati Manik Dewi Anggraeni Elbi Elisius Brahmana Elisabeth Nainggolan Eska, Juna Eva Darma Yanti Felix Harry Brahmana Herman Saputra Jeperson Hutahaean Johnny Chandra Jupert Jasser G. Abellana Kenjiorlando Lesita khairuni siagian M. Yogi Riyantama Isjoni Marlo C. Novino Mohd Siddik Muhammad Ardiansyah Sembiring Mustika Fitri Larasati Sibuea Ngiw Aman Harja Nicholas Adinata Kisono Novica Irawati Nur Laila Sari Petrus Loo Pratama Perangin-angin, Muhammad Farid Rahmad Dianta Purba Rahmatyadi, Chandera Reza Arif Sya’bana Rizaldi Rizaldi, Rizaldi Rizky Dwi Prasetio Satria Agung Ariansyah Simanjuntak Tigor Rhade Jaya Purba Umairoh Veri Ydris Talenta Barus Yessica Siagian Zefana