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All Journal Enrichment : Journal of Management Jurnal Manajemen Bisnis Eka Prasetya Jurnal IPTEK Bagi Masyarakat Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Masyarakat Inovasi PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Menulis: Jurnal Penelitian Nusantara
Pesta Gultom
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

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Edukasi Pinjaman Online dan Transaksi Digital bagi Pelaku UMKM Pesta Gultom; Susan Grace V. Nainggolan; Frizkha Hariana
Jurnal IPTEK Bagi Masyarakat Vol 2 No 1 (2022)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/jibm.v2i1.204

Abstract

Objek pengabdian kepada masyarakat pada kegiatan ini adalah desa binaan LPPM STIE Eka Prasetya yaitu desa Pematang Johar. Kegiatan pelaksanan pengabdian kepada masyarakat didasar dengan tujuan mengedukasi para pelaku UMKM desa Pematang Johar dalam pemahaman mengenai pinjaman online yang terdaftar di OJK, dan transaksi digital yang bermanfaat untuk pecatatan uang masuk dan keluar secara otomatis. Keterlibatan para UMKM dalam kegiatan ini sangat antusias, dan keinginan tahu tentang pinjaman online sangat tinggi, hal ini terlihat tanya jawab yang berlangsung sangat baik.
Service Excellent Berdasarkan Perspektif Experential Marketing Pada Pegiat Usaha Di Desa Pematang Johar Desma Erica Maryati Manik; Pesta Gultom; Elisabeth Nainggolan
Jurnal IPTEK Bagi Masyarakat Vol 2 No 2 (2022)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/jibm.v2i2.211

Abstract

Mengelola suatu usaha bukan hanya memperhatikan produk yang dihasilkan saja. Pelayanan prima dari pegiat usaha di Desa Pematang Johar juga merupakan hal yang harus diperhatikan. Bagaimana memberikan pelayanan yang terbaik agar kelak konsumen dapat kembali lagi. Wawasan mengenai Perspektif Experential Marketing dapat memberikan pengetahuan kepada pegiat usaha Desa Pematang Johar bagaimana melayani konsumen agar konsumen merasa spesial dan merasa terlibat dalam menggunakan produk. Keterlibatan konsumen secara emosional dapat memberikan dampak positif dalam peningkatan penjualan.
The Influence of Influencer Marketing and Product Differentiation on Skincare Purchasing Decisions on Instagram Among Generation Z in Medan City: Pengaruh Influencer Marketing Dan Diferensiasi Produk Terhadap Keputusan Pembelian Skincare Di Instagram Pada Kalangan Generasi Z Di Kota Medan Vasco Mario Prasetio; Pesta Gultom
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.v4i1.314

Abstract

This study aims to analyze the influence of influencer marketing and product differentiation on the decision to purchase skincare products among Generation Z who actively use Instagram in a major city, namely Medan. The method used is quantitative research with data collection through questionnaires distributed to respondents who meet the criteria of age, skincare user characteristics, and Instagram users. The results of the study indicate that both variables have a significant positive influence on purchasing decisions. Influencer marketing has been proven to be effective in building trust and influencing purchasing decisions, while unique and value-added product differentiation attracts consumers in a competitive market. The implications of these findings suggest that integrating influencer marketing strategies and product differentiation can be an effective approach for marketers in designing more focused and relevant campaigns, especially for young consumer segments that are highly influenced by social media. This research provides important insights into the development of marketing strategies in the dynamic digital era.
The Influence of Influencer Marketing and Consumer Trust on the Repurchase Intention of Local Fashion Products in Medan Helvetia District: Pengaruh Influencer Marketing dan Kepercayaan Konsumen terhadap Repurchase Intention Produk Fashion Lokal di Kecamatan Medan Helvetia Jennifer Leslie; Pesta Gultom; Marlo Novino; Shiny Rose Narit
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.v4i1.360

Abstract

This study aims to analyze the influence of influencer marketing and consumer trust simultaneously or partially on the repurchase intention of local fashion products in Medan Helvetia District. The method used was descriptive quantitative with a questionnaire survey distributed to 100 consumer respondents aged 18-35 years in the research area. The collected data was analyzed using SPSS software through instrument validity and reliability tests, normality, multicollinearity, and multiple linear regression. The results of the analysis showed that influencer marketing had a positive and significant effect on repurchase intention with a regression coefficient of 0.427 (t = 4.844, p < 0.05), as well as consumer confidence which made a significant positive contribution with a coefficient of 0.466 (t = 4.817, p < 0.05). Simultaneously, the two variables were able to explain 60.8% variation in repurchase intent (F = 75,145, p < 0.05), while the rest were influenced by other factors outside of this study. These findings provide empirical evidence for local fashion businesses to prioritize long-term collaboration strategies with influencers as well as efforts to strengthen consumer trust to increase loyalty and sustainable sales growth.
Pengaruh Promosi Penjualan dan Scarcity Message terhadap Impulse Buying pada Marketplace Fashion Shopee (Studi Literatur Review) Michael Larry Harianto; William; Pesta Gultom
Menulis: Jurnal Penelitian Nusantara Vol. 2 No. 5 (2026): Menulis - Mei
Publisher : PT. Padang Tekno Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/menulis.v2i5.1162

Abstract

Pertumbuhan marketplace digital telah mengubah pola perilaku konsumen, khususnya dalam pembelian produk fashion secara online. Shopee sebagai salah satu marketplace yang banyak digunakan di Indonesia memanfaatkan berbagai strategi pemasaran untuk menarik perhatian konsumen, seperti promosi penjualan dan scarcity Message. Konsep promosi penjualan dalam penelitian ini mengacu pada penelitian “Pengaruh Promosi Penjualan dan Shopping Lifestyle terhadap Impulse Buying pada Pengguna Shopee” yang menjelaskan bahwa pemberian diskon, voucher, cashback, dan penawaran terbatas mampu meningkatkan ketertarikan konsumen untuk melakukan pembelian secara spontan (Suharyanto & Y.F, 2025). Sementara itu, konsep scarcity message mengacu pada jurnal “Pengaruh Scarcity Message dan Discount terhadap Impulse Buying pada Shopee” yang menjelaskan bahwa. Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan dan scarcity message terhadap impulse buying pada marketplace fashion Shopee (Budiman et al., 2021). Metode penelitian yang digunakan adalah literatur review dengan menganalisis dan mensintesis sepuluh jurnal ilmiah terdahulu yang relevan, diterbitkan dalam rentang tahun 2021 hingga 2026. Hasil penelitian menunjukkan bahwa promosi penjualan dan scarcity message memiliki pengaruh positif dan signifikan terhadap impulse buying. Hal tersebut mengindikasikan bahwa strategi pemasaran yang mampu menciptakan daya tarik emosional dan rasa takut kehilangan kesempatan dapat meningkatkan kecenderungan konsumen melakukan pembelian impulsif pada marketplace fashion.
Pengaruh Strategi Branding dan Penggunaan Sosial Media terhadap Peningkatan Penjualan di UMKM Kuliner di Medan Tembung Raja Pratama Winfrid Hasibuan; Pesta Gultom; Lisa Elianti
Jurnal Minfo Polgan Vol. 15 No. 1 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i1.16110

Abstract

This study aims to analyze the effect of branding strategies and social media usage on sales growth among culinary MSMEs in Medan Tembung. Indonesia has significant potential in the Micro, Small, and Medium Enterprises (MSME) sector, which plays a vital role in driving the national economy. The success of MSMEs is often reflected in increased sales, as it indicates the ability of businesses to meet consumer needs and maintain sustainability. Sales growth can be influenced by several factors, including the implementation of effective branding strategies and the optimal use of social media as a promotional and communication tool. This research adopts a quantitative approach, utilizing both primary and secondary data. The sample consists of 72 culinary MSME owners in Medan Tembung. Data were collected through questionnaires using a Likert scale, supported by interviews and documentation. Data analysis was conducted using SPSS version 25, including validity, reliability, normality, multicollinearity, and heteroscedasticity tests, as well as multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings reveal that branding strategies have a positive and significant effect on sales growth, and social media usage also has a positive and significant effect on sales growth. Simultaneously, both variables significantly influence sales growth. The Adjusted R-Square value of 0.545 indicates that 54.5% of the variation in sales growth is explained by branding strategies and social media usage, while the remaining 45.5% is influenced by other factors outside this study.
Co-Authors Alvin Alvin Bena Br. Ginting Claudie Desma Erica Maryati Manik Elisabeth Nainggolan Elisabeth Nainggolan Felix Frizkha Hariana Hermelina Ekasari br Tarigan Jack Karnadi Jennifer Leslie Kevinli Lisa Elianti Marlo Novino Michael Larry Harianto Raja Pratama Winfrid Hasibuan Selamat Sembiring, Dinaria br Shiny Rose Narit Susan Grace V Nainggolan Vasco Mario Prasetio Wany Wany William Yulvitriyani Br Sebayang