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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) 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)
Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Manajemen Informatika Dan Komputer Royal
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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
Wirausaha Kreatif: Inovasi Tanpa Batas Johnny Chandra; Hommy Dorthy Ellyany Sinaga; Elisabeth Nainggolan; Claudie Tiofanny
Gudang Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2025): GJPM - JANUARI
Publisher : PT. Gudang Pustaka Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/gjpm.v3i1.1446

Abstract

Kegiatan pengabdian kepada masyarakat dengan tema "Wirausaha Kreatif: Inovasi Tanpa Batas" bertujuan untuk meningkatkan pemahaman siswa SMKN 2 Rantau Prapat mengenai kewirausahaan berbasis teknologi. Program ini dirancang untuk membekali siswa dengan keterampilan bisnis, strategi pemasaran digital, serta pemanfaatan teknologi dalam dunia usaha. Metode pelaksanaan meliputi sesi pelatihan, diskusi interaktif, dan praktik langsung dalam merancang ide bisnis. Hasil kegiatan menunjukkan bahwa siswa memiliki antusiasme tinggi dalam memahami konsep kewirausahaan dan menunjukkan peningkatan minat untuk mengembangkan usaha berbasis keterampilan mereka. Evaluasi program mengindikasikan keberhasilan dalam meningkatkan kepercayaan diri siswa dalam merintis usaha serta memperkuat hubungan antara dunia pendidikan tinggi dan sekolah kejuruan. Dengan keberhasilan ini, diharapkan kegiatan serupa dapat dikembangkan lebih lanjut untuk memberikan dampak yang lebih luas dalam mendukung generasi muda menjadi wirausahawan inovatif dan mandiri.
Peran Persepsi Risiko dan Persepsi Nilai Pada Niat pembelian Makanan Berbasis nabati Oleh Konsumen Vegetarian Elbi Elisius Brahmana; Hommy Dorthy Ellyany Sinaga
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 6 (2025): Juni
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i6.5404

Abstract

The growth of plant-based food consumption is increasing along with the increasing awareness of health, environmental desires, and animal ethics, especially among vegetarian consumers. This study aims to analyze the role of perceived risk and perceived value in influencing plant-based food purchase intention. Perceived risk includes consumer concerns about the health, financial, and social aspects of the product, while perceived value includes the functional, emotional, and ethical benefits perceived from consuming plant-based products. This study uses a qualitative research approach and library research which is useful for obtaining a series of descriptions of the factors that influence the results of the variables studied. This research step uses a data collection method from online journal literature sourced from Google Scholar..
STRATEGI PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL DALAM MENINGKATKAN ENGAGEMENT KONSUMEN DI ERA METAVERSE Harry Brahmana; Hommy Dorthy Ellyany Sinaga
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 6 (2025): Juni
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i6.5405

Abstract

The development of digital technology has drastically changed the way we do marketing, one of which is by utilizing the metaverse as a new interactive platform to create relationships between consumers and brands. This study aims to explore digital marketing strategies based on social media in facing the metaverse era, focusing on innovative approaches, user interactions, and their influence on the effectiveness of marketing campaigns. The method used in this study is a literature study with a qualitative narrative approach, referring to various recent scientific sources that discuss the integration of digital technology, social media, and virtual space. The findings show that the metaverse provides extensive opportunities to personalize consumer experiences through the use of avatars, virtual reality, and interactions in communities. Now, digital marketing strategies must go beyond ordinary visual content and turn into comprehensive experiences that involve participation. However, there are challenges that arise in technical aspects, data protection, and the digital access gap that need to be addressed.
Merancang Tabel Dan Pengetahuan Rumus Dasar Microsoft Excel Bagi Pemula Rizaldi; Dewi Anggraeni; Hommy Dorthy Ellyany Sinaga
Gudang Jurnal Pengabdian Masyarakat Vol. 2 No. 2 (2024): GJPM - Juli s/d Desember
Publisher : PT. Gudang Pustaka Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/gjpm.v2i2.811

Abstract

Pengetahuan tentang penggunaan aplikasi Microsoft Excel ini penting dalam mengolah data apa saja dalam sebuah organisasi misalnya perusahaan atau instansi pemerintah, begitu juga pada dunia pendidikan dan disisi lain banyak perusahaan dan instansi memerlukan pekerja muda yang siap kerja dengan memiliki skill dalam mengolah data administrasi, maka dengan asalan tersebut kami mengangkat bahasan tentang Microsoft Excel dan mencoba mempraktekkannya dengan peserta yaitu siswa-siswa SMA Panti Budaya sehingga dengan mengikuti pelatihan mereka mengerti bagaimana caranya menggunakan Microsoft Excel dalam mengolah data tersebut.
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.
Co-Authors Adyanata Lubis Afdhal Syafnur Alvin Novaldo Bachtiar Efendi Chelsya Chitra, Latiffani Christopher, Philip Cici Santika Putri Claudie Tiofanny Desma Erica Maryati M. Desma Erica Maryati Manik Dewi Anggraeni 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 Marlo C. Novino Mohd Siddik Muhammad Ardiansyah Sembiring Mustika Fitri Larasati Sibuea Novica Irawati Nur Laila Sari Petrus Loo Pratama Perangin-angin, Muhammad Farid Reza Arif Sya’bana Rizaldi Rizaldi, Rizaldi Rizky Dwi Prasetio Umairoh Yessica Siagian