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Sinaga, Onita Sari
Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar, Indonesia
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Penguatan Bisnis Digital dan Literasi Ekonomi Hijau untuk Pengembangan Bisnis UMKM Berkah Relief Pematangsiantar Efendi, Efendi; Wijaya, Andy; Julyanthry, Julyanthry; Candra, Vivi; Sinaga, Onita Sari
Room of Civil Society Development Vol. 4 No. 4 (2025): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.665

Abstract

Kegiatan ini dilatarbelakangi oleh pentingnya peningkatan kapasitas UMKM dalam menghadapi tantangan digitalisasi dan keberlanjutan. Berkah Relief Pematangsiantar, UMKM yang bergerak di bidang panel dekoratif arsitektur, dipilih karena potensinya besar namun masih dikelola secara konvensional. Tujuan kegiatan adalah memperkuat pemahaman pemilik dan karyawan terhadap bisnis digital dan ekonomi hijau. Pendekatan partisipatif dilakukan melalui penyampaian materi dan diskusi aktif yang mencakup strategi digital marketing, pemanfaatan e-commerce, dan praktik ramah lingkungan dalam usaha. Hasil evaluasi menunjukkan peningkatan pemahaman peserta terhadap konsep bisnis digital dan ekonomi hijau sebesar 90%, yang diperoleh melalui kuisioner pra dan pasca pelatihan serta wawancara terstruktur. Temuan ini menunjukkan bahwa pelatihan terintegrasi dapat berkontribusi pada peningkatan kapasitas UMKM dalam beradaptasi dengan perkembangan teknologi serta mengadopsi prinsip keberlanjutan guna meningkatkan daya saing dan kelangsungan usaha.
The Influence of Experiential Marketing and Integrated Marketing Communications on Visitor Loyalty Butarbutar, Novita; Sherly, Sherly; Sinaga, Onita Sari; Doloksaribu, Winda Sri Astuti; Sudirman, Acai
International Journal of Business, Law, and Education Vol. 4 No. 2 (2023): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v4i2.283

Abstract

In responding to various tourism problems and competition between industries, as well as increasing the spirit of creativity in entrepreneurship in Indonesia, a special marketing strategy is needed in the tourism sector. In the context of tourism in the Lake Toba tourist area, several factors, such as experiential marketing and integrated marketing communication, can influence visitor loyalty. The main aim of this research is to analyze the influence of experiential marketing and integrated marketing communications on visitor loyalty in the Lake Toba tourist area. This research uses a literature and field research design with a causal associative approach with 130 respondents. The results of the data analysis confirm that there is a positive and significant influence between experiential marketing and integrated marketing communications on visitor loyalty. The conclusions of this research inform tourism actors in the Lake Toba area to utilize technology such as augmented reality (AR) or mobile applications to provide interactive experiences to visitors. Integrate technology to make it easier to access information and activities around Lake Toba. In addition, involving local communities in the planning and implementation of experiential marketing can create authentic tourist experiences. Through in-depth experiential marketing and good integration between various communication channels, Lake Toba can build a strong image and attract visitors to experience its beauty and uniqueness.
Penguatan Bisnis Digital dan Literasi Ekonomi Hijau untuk Pengembangan Bisnis UMKM Berkah Relief Pematangsiantar Efendi, Efendi; Wijaya, Andy; Julyanthry, Julyanthry; Candra, Vivi; Sinaga, Onita Sari
Room of Civil Society Development Vol. 4 No. 4 (2025): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.665

Abstract

Kegiatan ini dilatarbelakangi oleh pentingnya peningkatan kapasitas UMKM dalam menghadapi tantangan digitalisasi dan keberlanjutan. Berkah Relief Pematangsiantar, UMKM yang bergerak di bidang panel dekoratif arsitektur, dipilih karena potensinya besar namun masih dikelola secara konvensional. Tujuan kegiatan adalah memperkuat pemahaman pemilik dan karyawan terhadap bisnis digital dan ekonomi hijau. Pendekatan partisipatif dilakukan melalui penyampaian materi dan diskusi aktif yang mencakup strategi digital marketing, pemanfaatan e-commerce, dan praktik ramah lingkungan dalam usaha. Hasil evaluasi menunjukkan peningkatan pemahaman peserta terhadap konsep bisnis digital dan ekonomi hijau sebesar 90%, yang diperoleh melalui kuisioner pra dan pasca pelatihan serta wawancara terstruktur. Temuan ini menunjukkan bahwa pelatihan terintegrasi dapat berkontribusi pada peningkatan kapasitas UMKM dalam beradaptasi dengan perkembangan teknologi serta mengadopsi prinsip keberlanjutan guna meningkatkan daya saing dan kelangsungan usaha.
Harga dan Kualitas Pelayanan Serta Pengaruhnya Terhadap Kepuasan Pelanggan Grace, Ernest; Onita Sari Sinaga; Silalahi, Marto; Ambarita, Marthin Hutler; Simatupang, Sudung
Poltanesa Vol 23 No 1 (2022): Juni 2022
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tanesa.v23i1.931

Abstract

Kepuasan pelanggan merupakan faktor penting dalam kehidupan suatu bisnis, dan kepuasan tersebut dapat dipengaruhi oleh harga dan kualitas pelayanan. Tujuan dari penelitian ini untuk mengetahui pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan. Hasil penelitian ditemukan bahwa seluruh variabel dinyatakan valid dan reliabel. Variabel harga memiliki pengaruh positif dan signifikan secara parsial terhadap kepuasan pelanggan, kualitas pelayanan memiliki pengaruh positif dan signifikan secara parsial terhadap kepuasan pelanggan. Secara simultan bahwa harga dan kualitas pelayanan memiliki pengaruh positifdan signifikan terhadap kepuasan pelanggan. Kualitas pelayanan merupakan faktor yang paling dominan dibandingkan harga dalam mempengaruhi kepuasan pelanggan. Dengan harga yang baik dan kualitas pelayanan yang baik maka akan meningkatkan kepuasan pelanggan.
PERAN FASILITAS DAN HARGA UNTUK MENDORONG MINAT BERKUNJUNG DALAM SITUASI COVID 19 (STUDI PADA TAMAN HEWAN KOTA PEMATANGSIANTAR) Sinaga, Onita Sari; Candra, Vivi; Putri, Debi Eka
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 5 No. 1 (2020): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2020
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Pematangsiantar Animal Park is one of the destinations often visited by locals and people from the outside of Pematangsiantar City. After several months of not operating, Pematangsiantar Animal Park made attempts to attract the community to interest in visiting the park during the new normal period. The objective of this study was to determine the effect of the facility and price on the interest in visiting the Pematangsiantar Animal Park. The research sample used in this study were active students of STIE Sultan Agung in even semester of the 2019/2020 academic year using a cluster sampling technique. The results of the study found that the correlation analysis of the facility, price, and interest in visiting had a very significant and positive relationship. The results of the coefficient of determination obtained R Square value of 0.666. The facility had a positive and significant effect on interest in visiting. The price had a positive and significant effect on interest in visiting.
The Impact of Transformational Leaderhsip on Voice Behavior in Walubi Pematangsiantar Chandra, Erbin; Sisca; Andy Wijaya; Lora Ekana Nainggolan; Onita Sari Sinaga
International Journal of Science, Technology & Management Vol. 3 No. 2 (2022): March 2022
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v3i2.483

Abstract

Transformational leadership is one type of leadership that is currently being discussed. This type of leadership is considered to be able to encourage voice behavior from members of an organization to produce useful opinions to create change for the better future for the organization. The purpose of this study was to investigate the influence of transformational leadership on member voice behavior in Walubi Pematangsiantar. The research population are all members (30 people) of Walubi Pematangsiantar. Data was collected through questionnaires, interviews, and documentation. Data analysis method used in this reasearch is simple regression analysis, correlation analysis, and hypothesis test (t test). The result showed that there was a positive effect between transformational leadership and voice behavior at Walubi at Pematangsiantar City. Hypothesis test result showed that transformational leadership had positive and significant effect to voice behavior. Suggestions for further research to increase the number of samples and organizations, and also increasing research variables so that new inputs that are more useful can be found, especially regarding the latest leadership issues. This study tries to make a Buddhist organization as an organization that is minority in Indonesia, and also not profit-oriented into an object of research that is rarely studied by scholars. The author also uses transformational leadership combined with voice habits as a research variable which is expected to be able to find a new finding that is effective in developing a non-profit organizations.
Peran Electronic Word of Mouth dalam Memoderasi Hubungan antara Food Quality pada Keputusan Pembelian Konsumen Pizza Hut Pematangsiantar Onita Sari Sinaga; Novita Butarbutar; Acai Sudirman
eCo-Buss Vol. 8 No. 2 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i2.3336

Abstract

Mutu makanan menjadi faktor inti saat konsumen memilih produk di Pizza Hut Pematangsiantar. Respons pelanggan bergeser mengikuti persepsi rasa, tampilan, kebersihan, serta konsistensi menu. Dalam konteks digital, e-WOM membantu memperkuat atau melemahkan keyakinan konsumen melalui ulasan, komentar, dan rating. Paparan informasi tersebut dapat mendorong konsumen semakin yakin atau justru ragu. Penjelasan ini menempatkan mutu produk sebagai titik awal, lalu melihat bagaimana percakapan daring membentuk keputusan akhir. Data diperoleh dengan metode survei, yang melibatkan distribusi kuesioner kepada 40 pelanggan Pizza Hut di Pematangsiantar. Kualitas makanan berkontribusi positif dan signifikan pada keputusan pembelian konsumen. Dengan kata lain, jika perusahaan dapat menyajikan kualitas makanan yang unggul dari aspek porsi, rasa, tekstur, aroma, warna, suhu, dan penyajian, hal ini akan berdampak pada keputusan pembelian konsumen. e-WOM memiliki peran yang signifikan sebagai moderasi dalam hubungan antara kualitas makanan dan keputusan pembelian di Pizza Hut Pematangsiantar. Penelitian merekomendasikan agar perusahaan fokus pada peningkatan kualitas makanan dan memanfaatkan e-WOM secara optimal sebagai strategi pemasaran guna mendorong keputusan pembelian oleh konsumen.
Developing Recruitment, Training, and Retention Systems in a Culinary MSME: Evidence from Lynn’s Kitchen Marto Silalahi; Efendi Efendi; Marisi Butarbutar; Erbin Chandra; Onita Sari Sinaga; Julyanthry Julyanthry; Vivi Candra
TGO Journal of Community Development Vol. 4 No. 1 (2026): January - June
Publisher : Trescode Green Organization

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56070/jcd.v4i1.359

Abstract

This article reports a community service program that developed an integrated human resource management (HRM) system for a growing culinary MSME, Lynn’s Kitchen. The program addressed typical HR problems in small food businesses, such as informal recruitment, unplanned training, high employee turnover, and low job satisfaction. Over a two-week intensive intervention, the team implemented a structured approach that combined pre-surveys, competency-based recruitment workshops, a five-module staff training program, and a basic employee retention scheme. The intervention resulted in a formal recruitment system with clear job descriptions and competency-based selection steps, a training curriculum that substantially strengthened employees’ knowledge and practical skills, and revised compensation, career path, and engagement practices that improved job satisfaction and reduced projected turnover. At the business level, the integrated HRM system contributed to higher employee productivity, better operational efficiency, and improved customer evaluations. The findings indicate that investing in systematic recruitment, training, and retention practices is a strategic choice for culinary MSMEs that seek to enhance both their human capital and business sustainability.
Implications of Organizational Culture on Job Satisfaction Marto Silalahi; Sisca; Onita Sari Sinaga; Vivi Candra; Sudung Simatupang
International Journal on Economics, Finance and Sustainable Development Vol. 3 No. 11 (2021): IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v3i11.2356

Abstract

The purpose of this study was to determine the influence of organizational culture on job satisfaction of 40 employees of the Ministry of Religion of Simalungun Regency. The results of the study found that the value of the organizational culture and job satisfaction variables had valid and reliable results, as well as that the data used had a normal distribution. For the equation results from the simple regression path, the results show Y = 26,789 + 0.666 X, which means that there is a positive direction coefficient of organizational culture on job satisfaction, while for the results of the hypothesis that organizational culture has a positive and significant effect on job satisfaction, which means that the better The value of organizational culture will result in good job satisfaction as well, and vice versa.
Absorptive Capacity and Sustainable Competitive Advantage through Market Orientation and Dynamic Capability in MSMEs Onita Sari Sinaga; Christina Yanita Setyawati; Rr. Chusnu Syarifa Diah Kusuma; Acai Sudirman
Studi Ilmu Manajemen dan Organisasi Vol 7 No 2 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i2.6682

Abstract

Purpose: This study examines the direct and mediating effects of market orientation, dynamic capability, and absorptive capacity on sustainable competitive advantage among Micro, Small, Medium-Sized Enterprises (MSMEs).Research Methodology: Employing a quantitative explanatory approach, this study analyzes data from 280 purposively selected MSMEs using structured questionnaires and Partial Least Squares Structural Equation Modeling (PLS-SEM).Results: The findings indicate that market orientation significantly enhances absorptive capacity by improving firms’ ability to acquire, assimilate, and utilize external knowledge. Market orientation and dynamic capability also positively affect sustainable competitive advantage, while absorptive capacity partially mediates these relationships.Conclusions: MSMEs need to strengthen market knowledge, organizational flexibility, and knowledge management capabilities to maintain long-term competitiveness.Limitations: The cross-sectional design and industry-specific context may limit the generalizability of the findings across different sectors and regions.Contributions: This study contributes to the Knowledge-Based View (KBV) and Dynamic Capability Theory (DCT) by explaining how knowledge utilization and adaptive capabilities generate sustainable competitive advantage. It also provides practical implications for MSME managers in improving strategic responsiveness and organizational adaptability.
Co-Authors Acai Sudirman Agus Perdana Windarto Andy Wijaya Andy Wijaya Banjarnahor, Astri Rumondang Butarbutar, Marisi Butarbutar, Novita Candra, Vivi Christina Yanita Setyawati Christine Loist Chusnu Syarifa Diah Kusuma Darwin Lie Debi Eka Putri Edy Dharma Efendi Efendi Efendi, Efendi Erbin Chandra Erna Ningsih Mokodongan Ernest Grace Evan Sari Simarmata Fedianty Augustinah Fitria Halim Hendrick Sasimtan Putra Julyanthry Julyanthry Julyanthry, Julyanthry Lenny Dermawan Sembiring Leony, Leony Lora Ekana Nainggolan Manurung, Sepbeariska Marpaung, Fenny Krisna Marthin Hutler Ambarita Marto Silalahi Marto Silalahi Nizar, Nurul Reni Shinta Dewi Ruth Tridianty Sianipar sherly sherly Silitonga, Hery Pandapotan Simarmata, Evan Sari Simatupang, Sudung Simatupang, Sudung Sisca sisca Sisca Sisca Sofiyan Sudung Simatupang Susi Susanti Agustina Vivi Candra Vivi Candra Vivi Candra Winda Sri Astuti Doloksaribu Yanita Setyawati, Christina