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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) Jurnal Riset Multidisiplin Edukasi
Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Manajemen Informatika Dan Komputer Royal
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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).
ANALISIS STRATEGI PEMASARAN DAN KUALITAS PELAYANAN DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN KOTA MEDAN Veri; Hommy Dorthy Ellyany Sinaga
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026) In Press
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1606

Abstract

This study aims to analyze the influence of marketing strategies and service quality on consumer purchasing decisions in Medan City. The rapid growth of culinary and retail MSMEs in Medan has intensified competition, requiring entrepreneurs to focus not only on product quality but also on marketing strategies and service excellence. Marketing strategies include pricing, promotion, and distribution, while service quality emphasizes responsiveness, reliability, and empathy. Using a descriptive qualitative method, data were collected through observation, interviews, and literature review. Findings reveal that effective marketing strategies attract consumers by offering value and differentiation, while service quality strengthens consumer trust and satisfaction. The synergy of both factors significantly influences purchasing decisions, where marketing strategies stimulate initial interest and service quality ensures repeat purchases. In conclusion, MSMEs in Medan must integrate creative marketing strategies with consistent service quality to enhance consumer purchasing decisions.
ANALISIS RELATIONSHIP MARKETING DAN PROMOSI DALAM MENINGKATKAN KEPUASAN KONSUMEN UMKM KULINER KOTA MEDAN Nicholas Adinata Kisono; Hommy Dorthy Ellyany Sinaga; Rahmad Dianta Purba
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026) In Press
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1607

Abstract

This study aims to describe the influence of relationship marketing and promotion on consumer satisfaction in culinary MSMEs in Medan City. The research background highlights the rapid growth of culinary businesses and intense competition, requiring entrepreneurs to rely not only on product quality but also on marketing strategies that foster consumer loyalty. Relationship marketing emphasizes communication, service, and trust, while promotion introduces products, increases sales, and builds brand image through discounts, bundling packages, social media, and influencer collaborations. A descriptive approach was applied, using observation, interviews, and literature review. Findings reveal that relationship marketing enhances consumer satisfaction through personal interaction and friendly service, while promotion provides added value via affordable pricing and emotional engagement. The synergy of both strategies creates stronger effects: promotion attracts new consumers, while relationship marketing ensures existing ones remain loyal. In conclusion, combining effective promotional strategies with consistent relationship marketing is essential for culinary MSMEs in Medan to achieve consumer satisfaction and strengthen competitiveness.
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 Nicholas Adinata Kisono Novica Irawati Nur Laila Sari Petrus Loo Pratama Perangin-angin, Muhammad Farid Rahmad Dianta Purba Reza Arif Sya’bana Rizaldi Rizaldi, Rizaldi Rizky Dwi Prasetio Umairoh Veri Yessica Siagian