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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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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)
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)
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.
Mengembangkan Kreativitas Ibu-ibu Dharma Wanita Persatuan Melalui Ecoprint di RSUD HAMS Hommy Dorthy Ellyany Sinaga; Yessica Siagian; Arridha Zikra Syah
Jurnal IPTEK Bagi Masyarakat Vol 1 No 2 (2021)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (697.271 KB) | DOI: 10.55537/jibm.v1i2.34

Abstract

Kegiatan pengabdian kepada masyarakat yang dilakukan tim dosen STMIK Royal Kisaran pada tanggal 24 – 25 Agustus 2021, bertujuan untuk mengembangkan kreatifitas dari ibu-ibu anggota Dharma Wanita sebagai salah satu cara meningkatkan ketrampilan yang dapat mendorong kemandirian. Peserta kegiatan berjumlah 24 orang ibu-ibu Dharma Wanita, dan kegiatan bertempat di Ruang Komite Medis RSUD HAMS Kisaran. Peserta diberikan pelatihan mengenal dan sekaligus praktek pembuatan ecoprint dengan teknik pengukusan pada kain. Hasil akhir dari ecoprint tersebut nantinya dapat dibuat menjadi berbagai produk fashion dan asesoris. Ketrampilan ini diharapkan akan mendukung perkembangan ekonomi kreatif dan bermanfaat bagi ibu-ibu Dharma Wanita RSUD HAMS Kisaran.
Belajar Membuat Grafik Linier Sederhana Bagi Siswa SMA Panti Budaya Kisaran Hommy Dorthy Ellyany Sinaga; Rizaldi Piliang; Dewi Anggraeni
Jurnal IPTEK Bagi Masyarakat Vol 1 No 3 (2022)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/jibm.v1i3.163

Abstract

Peningkatan kemampuan hardskill siswa SMA Panti Budaya Kisaran, salah satunya dapat diperoleh melalui bidang teknologi lewat mata pelajaran Teknologi Informasi dan Komunikasi. Software Excel menjadi media belajar bagi siswa untuk dapat membuat grafik linier bagi kebutuhan penyajian data pada saat menulis karya ilmiah di sekolah. Kegiatan pengabdian kepada masyarakat yang dilakukan tim dosen STMIK Royal Kisaran pada tanggal 13 – 14 Januari 2022, di SMA Panti Budaya Kisaran. Peserta kegiatan berjumlah 30 orang siswa SMA. Kepada siswa diberikan pelatihan cara membuat grafik linier dengan praktek langsung di komputer menggunakan excel. Hasil dari pelatihan menunjukkan antusiasme siswa dan mereka menunjukkan keberhasilan dalam membuat grafik.
DAMPAK CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA MOBIL TOYOTA KOTA MEDAN Tigor Rhade Jaya Purba; Satria Agung Ariansyah Simanjuntak; Ydris Talenta Barus; Hommy Dorthy Ellyany Sinaga
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1628

Abstract

This study explores the influence of brand image and word of mouth on the purchase decision of Toyota cars in Medan. A descriptive qualitative approach was employed using a case study of Toyota consumers who purchased vehicles within the past two years. Data were collected through in depth interviews, participant observation at dealerships and user communities, and documentation of promotional materials and customer testimonials. Data analysis was conducted thematically through data reduction, categorization, and source triangulation. The results indicate that a strong Toyota brand image—particularly in terms of reliability, after sales service, and resale value—serves as the primary foundation for preference formation. Positive word of mouth from social networks and user communities accelerates the decision process and reduces buyer uncertainty. Recommendations are offered to Toyota and its dealers to strengthen customer experience, facilitate communication among users, and proactively manage the brand narrative.
ANALISIS INOVASI DAN KUALITAS PRODUK DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN KOTA MEDAN Daniel Valentino Lay; Hommy Dorthy Ellyany Sinaga; Rahmad Dianta Purba
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1629

Abstract

This study examines the role of innovation and product quality in enhancing consumer purchase decisions in Medan using a descriptive qualitative approach. Case studies were conducted across representative product categories in the local market. Data were collected through in depth interviews, participant observation at points of sale and after sales services, and documentation of product materials and customer testimonials. Thematic analysis involving data reduction, categorization, and source triangulation revealed that functionally relevant innovation and consistent product quality are primary drivers of perceived value, accelerate decision making, and foster customer loyalty. The study also identifies several problems related to the variables of innovation, product quality, and the purchase decision process that manufacturers and retailers must address.
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