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Endang Sulistya Rini

Fakultas Ekonomi Dan Bisnis, Universitas Sumatera Utara

Author-ID : 361284

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Strategi Manajemen Pemasaran Berbasis Segmentasi Akun Prioritas untuk Meningkatkan Kinerja Penjualan Produk Aroma Delivery System Betharia Nandasari Siregar; Endang Sulistya Rini; Nazaruddin
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.696

Penelitian ini bertujuan merancang strategi manajemen pemasaran berbasis segmentasi akun prioritas untuk meningkatkan kinerja penjualan produk Aroma Delivery System (ADS) pada PT Pink Services Indonesia. Permasalahan utama perusahaan adalah rendahnya pencapaian target penjualan dan terbatasnya tenaga penjualan. Penelitian menggunakan pendekatan kualitatif deskriptif melalui observasi, wawancara, dan dokumentasi. Kerangka analisis mengintegrasikan model SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) dengan pendekatan Segmentasi-Targeting-Positioning (STP), Account-Based Marketing (ABM), dan Customer Relationship Management (CRM). Analisis data menggunakan metode kualitatif Spradley melalui analisis domain, taksonomi, komponensial, dan tema kultural yang mengidentifikasi kesenjangan antara budaya internal perusahaan yang product-centric dengan ekspektasi pelanggan B2B yang experience-centric. Strategi berbasis ABM terbukti mampu memfokuskan sumber daya pada akun bernilai tinggi, meningkatkan efisiensi, dan memperkuat hubungan dengan pelanggan strategis. STP menghasilkan pemetaan pasar yang lebih terstruktur, sementara CRM mendukung retensi pelanggan dan kualitas layanan. Rancangan strategis ini berpotensi meningkatkan penjualan, brand awareness, dan efektivitas operasional perusahaan secara keseluruhan. Penelitian ini menegaskan bahwa pendekatan pemasaran berbasis digital dan akun prioritas mampu meningkatkan daya saing produk ADS di pasar.

Strategi Komunikasi Pemasaran “Connection 88 Cafe Medan” Menggunakan Instagram dalam Meningkatkan Jumlah Konsumen Rizki Ermaliza; Endang Sulistya Rini; Fadli Fadli
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 1 (2026): Januari : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i1.6260

This study aims to describe the marketing communication strategy through Instagram implemented by Connection 88 Café Medan. The background of this study is a decrease in the number of visitors which is suspected to be caused by a marketing strategy that is not optimal. Problems found include a lack of interaction with consumers on Instagram, such as rarely reposting customer Insta Stories, an unattractive feed display, inconsistency in uploading content every day, and not using influencer marketing as a promotional tool. This study uses a qualitative method with a descriptive approach. Informants in this study numbered fifteen people, consisting of one owner, one manager, and thirteen consumers of Connection 88 Café Medan. Data collection techniques were carried out through interviews, observation, and documentation. Data analysis was carried out inductively to gain a deep understanding of the marketing communication strategy implemented. The results of the study indicate that the use of Instagram as a marketing medium is considered quite effective because it is able to increase brand awareness, expand the reach of information, and encourage an increase in the number of consumers visiting Connection 88 Café Medan in a sustainable manner and support the achievement of culinary business marketing goals.

Meningkatkan Daya Saing Terasi Melalui Strategi Pemasaran Digital: Pendampingan Usahawan Oleh-Oleh Khas Desa Sentang, Batu Bara Yeni Absah; Beby Karina F. Sembiring; Endang Sulistya Rini; Elperida J. Sinurat; Dina Arfianti Siregar; Agus Edi Rangkuti; Harris Pinagaran Nasution; Hidayat Nasution; Florence Sirait; Moudy Fitria Respati; Tengku Muhammad Adriansyah; Alexander Tan; Badikenita br. Sitepu
Jurnal Pengabdian Pada Masyarakat METHABDI Vol 6 No 1 (2026): Jurnal Pengabdian Pada Masyarakat METHABDI
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/methabdi.Vol6No1.pp124-129

Small-scale industries, particularly those involved in the processing of terasi (shrimp paste), play a vital role in regional economic development and improving community welfare, in particular as a traditional souvenir. However, this industry faces various challenges, including limited marketing opportunities, reliance on conventional technology, difficulty in securing capital, an unreliable supply of raw materials, and a lack of skilled labour. This article aims to analyze the terasi industry in Sintang Village, Nibung Hangus Sub-district, Batu Bara District, North Sumatra Province, which is widely recognized as a center of production of high-quality, preservative-free terasi. Through training and mentoring, we identified and addressed the challenges faced by terasi entrepreneurs. The methods used included lectures, discussions, and practical sessions on creating social media accounts for product promotion. The results of the activity demonstrated high enthusiasm among participants in attending the training, which is expected to enhance marketing competencies and expand market reach. The conclusions from this activity underscore the importance of continuous training to support terasi entrepreneurs, as well as the potential for follow-up initiatives in other areas of business management.

INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY REGARDING REPURCHASE DECISIONS WITH SHOPPING LIFESTYLE AS A VARIABLE MODERATION IN CONSUMERS OF HILON PRODUCTSIN MEDAN CITY Aprianta Raskami Sembiring; Paham Ginting; Endang Sulistya Rini
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 4 No. 4 (2024)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v4i4.1833

Repeat purchases usually indicate that the product meets consumer approval and consumers are willing to use it again in large quantities. Repurchase Intention is a repurchase activity carried out by consumers of a product with the same brand without being followed by any meaningful feelings towards the product. This research aims to determine and analyze the influence of brand image and service quality on repurchase intention with shopping lifestyle as a moderating variable among consumers of Hilon products in Medan. This research is quantitative research with an associative approach and the nature of the research is a survey. The population in this research is consumers of Hilon products in Medan. The sampling method uses a non-probability sampling method using incidental sampling techniques with a sample size of 165 people. The data is explained with the help of the SPSS For Windows program. The results of the research show that brand image has a positive and significant influence on repurchase intention, service quality has a positive and significant influence on repurchase intention, there is a positive and significant influence of brand image and service quality together on repurchase intention, shopping lifestyle cannot afford moderating the influence of brand image on repurchase intention, shopping lifestyle is not able to moderate the influence of service quality on repurchase intention.

The Influence of the “Dine Out Deals” Discount Promotion and Visual Communication Design on Consumer Purchase Decisions in GrabFood Services at Sun Plaza Mall Medan with Purchase Intention as a Mediating Variable Dian Natari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.167

The lower transaction value of GrabFood compared to its competitors raises questions about market dominance and the sustainability of the platform's growth. Visual communication design should help convey information, but the effectiveness of the "Dine Out Deals" visual promotion strategy at GrabFood Sun Plaza Medan is questionable because many consumers are unaware of the promotion, even though they have seen the material. This study aims to analyze the direct and indirect effects of the "Dine Out Deals" discount promotion and visual communication design on purchasing decisions for GrabFood services at Sun Plaza, with purchase interest as a mediating variable. This is an associative study using primary and secondary data. The population consists of all GrabFood users at that location. The sampling technique used was nonprobability sampling with a purposive sampling approach. The data analysis method is SEM-PLS. The variables consist of two independent variables, one mediating variable, and one dependent variable. The instrument contains 21 statements. Hair's minimum sample size rule is 21x8=168, and this study involved 168 respondents. Data collection was conducted through questionnaires administered to GrabFood users at Sun Plaza Medan. The results show that: (1) the "Dine Out Deals" discount promotion and visual communication design have a significant direct effect on purchase interest; (2) the "Dine Out Deals" discount promotion has a significant indirect effect on purchase decisions; (3) visual communication design has a significant direct effect on purchase decisions; (4) purchase intention has a significant indirect effect on purchase decision; (5) the "Dine Out Deals" promotion has an indirect effect on purchase decision through purchase intention; (6) visual communication design has an indirect effect on purchase decision through purchase intention.

The The Influence of Digital Advertising and Food Quality on Purchase Decision Through Purchase Intention on The Chicken Pecak XYZ in Medan City Nanda Adilfa Mulya; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 4 No. 1 (2026): August (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v4i1.204

This research aims to analyze and determine the influence of Digital Advertising and Food Quality on Purchase Decisions for Pecak XYZ Chicken in Medan City with Purchase Interest as an intervening variable. The population in this study were customers of the Ayam Pecak XYZ Gatot Subroto outlet, Medan City. The sample used in this study was 126 people. The data collection technique in this research uses statement techniques or questionnaires. The data analysis technique uses descriptive analysis and PLS Structural Equation Model path analysis. Data processing in the research used Smart-PLS version 4. Based on the research results, it was found that Digital Advertising had no significant influence on Purchase Decisions, Food Quality had a positive and significant influence on Purchase Decisions, Digital Advertising had a positive and significant effect on Purchase Interest, Food Quality had a positive and significant influence on Purchase Interest, Purchase Interest had a positive and significant influence on Purchase Decisions, Purchase Interest significantly mediates the influence of Digital Advertising on Purchase Decisions, Purchase Interest significantly mediates the influence of Food Quality on Purchase Decisions. Based on the coefficient of determination, the percentage of Purchase Interest can be explained by Digital Advertising and Food Quality of 46.7%, while Purchase Decisions can be explained by Digital Advertising, Food Quality and Purchase Interest of 59.9%.

Strategic Management Planning For The Digitalization Of The Sp2d Process At Pt Bank Sumut, Lubuk Pakam Branch Augina Amelia Putri; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Indonesian Journal Economic Review (IJER) Vol. 6 No. 3 (2026): September
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i3.887

Digital transformation in regional financial governance is a fundamental necessity to enhance efficiency, accountability, and transparency. However, the issuance process of the Surat Perintah Pencairan Dana (SP2D) at PT Bank Sumut, Lubuk Pakam Branch, still relies heavily on manual and semi-digital procedures, leading to delays, administrative errors, and limited real-time monitoring capabilities. This study aims to design a strategic management plan for the digitalization of the SP2D process through the alignment of business strategy, technological infrastructure, and organizational readiness to support the financial governance of the Deli Serdang Regency Government. A qualitative case study approach was employed, conducting in-depth interviews with Bank Sumut employees, BPKAD officials, and operational staff; direct observation of the SP2D workflow; and document analysis of SOPs, transaction data, and related systems. The purposive sampling technique focused on individuals directly involved in the SP2D processing cycle. Data were analyzed using thematic analysis, complemented by Root Cause Analysis (fishbone diagram) to map barriers across human, process, technology, and environmental dimensions. The Strategic Alignment Model was utilized to identify gaps between business strategy and IT strategy. The study identified four main root problems: low digital competence among employees, misalignment of SOPs between the bank and BPKAD, the absence of system integration between SIPD/SIMDA and Bank Sumut’s core banking system, and cultural resistance toward digitalization. The proposed SP2D digitalization model includes: (1) two-way integration between SIPD and the core banking system; (2) the implementation of a maker–checker–realiser mechanism; (3) a real-time monitoring dashboard; (4) strengthened IT infrastructure; and (5) continuous development of digital competencies. The implementation of this model is expected to accelerate processing time, enhance data accuracy, minimize administrative errors, and strengthen transparency for stakeholders. This study offers a theoretical contribution to the digitalization of regional financial services and a practical strategic model that can be adopted by Bank Sumut and other regional development banks to modernize SP2D services and improve inter-agency integration in line with e-government standards.

AKSELERASI DIGITAL MARKETING DAN ENGAGEMENT PELANGGAN DENGAN SOAR: STUDI KASUS PT CAPELLA MULTIDANA CABANG NIBUNG RAYA Chairiyah, Hasanatul; Sulistya Rini, Endang; Tryana Sembiring, Meilita
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.53527

Competition in the financing industry pushes companies to be more proactive in using digital channels for marketing and customer communication. However, not every company succeeds in doing so. PT Capella Multidana Nibung Raya Branch, a financing company has been using Instagram as a marketing platform, yet its digital channel contributes only 10% to total sales, with an engagement rate of just 0.7%, which falls below the financing industry average of above 1%. This study aims to analyze the factors behind the low effectiveness of digital marketing and to formulate an acceleration strategy based on the SOAR framework (Strengths, Opportunities, Aspirations, Results). Using a qualitative case study approach, data was collected through in-depth interviews, observation of digital activities, content analysis, and marketing reports. The findings reveal that the branch has notable strengths, including a solid reputation, a strong showroom network, and high customer trust, but these have not been fully leveraged. Contributing factors include the absence of dedicated digital marketing staff, a lack of clearly defined digital KPIs, and inconsistent digital content management. The study proposes several strategies: establishing a digital marketing coordinator role, optimizing social media platforms, and improving digital collaboration with showrooms and agents.

The Influence of Brand Image on the Decision to Use Services through Trust as a Mediation Variable at PT Nabila Berkah Konsultan Nabila Khairunisa Khaidir; Wahyu Ario Pratomo; Endang Sulistya Rini
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.667

This study aims to analyze the influence of brand image on service usage decisions with trust as a mediating variable at PT Nabila Berkah Konsultan, a professional services company engaged in planning, licensing, and business legality. Although the company has adequate experience and technical competence, initial observations indicate that brand image and consumer trust levels have not been optimally formed, resulting in inconsistencies in consumer decisions in using the company's services. Therefore, this study aims to examine the direct influence of brand image on trust and service usage decisions, as well as the indirect influence of brand image on service usage decisions through trust. This study uses a quantitative approach with a causal associative research design. Data were collected through the distribution of structured questionnaires to 133 respondents who are consumers of PT Nabila Berkah Konsultan in the past two years. Structural Equation Modeling–Partial Least Squares (SEM-PLS) is the data analysis method used. The findings indicate that trust has a major impact on choices about service consumption, and brand image has a favourable and considerable impact on trust. Furthermore, it has been shown that judgments about the use of services are directly influenced by brand image, but trust serves as a partial mediating factor in this connection. These findings indicate that a strong brand image can build consumer trust, ultimately strengthening their decision to use a service. Therefore, enhancing brand image through consistent service quality, professionalism, and trust-building strategies are crucial factors in encouraging continued service use.

Digital Transformation Model On Smes Business Performance: An Empirical Study On Smes Receiving Bni Bank Credit In North Sumatra Alexander Romario Bukit; Endang Sulistya Rini; Beby Karina Fawzeea Semiring
Social Sciences Journal Vol. 3 No. 2 (2026): August
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i2.1833

The main objective of this study is to analyze and demonstrate the influence of Digital Strategy, Market Competition, Government Support, and Digital Transformation on the business performance of SMEs in North Sumatra Province. The research employs an explanatory research approach, which aims to explain the position of the variables under study and the relationships between them. Data were collected from SME actors in North Sumatra Province, using a sample of 175 respondents. The data analysis technique applied in this study is Structural Equation Modeling (SEM). The results of the study demonstrate that Digital Strategy, Market Competition, and Government Support have a positive and significant effect on Digital Transformation. Government Support and Digital Transformation have a positive and significant effect on Business Performance. Digital Transformation serves as a significant mediating variable between external factors (Digital Strategy, Market Competition, and Government Support) and SME business performance. The contributons of these findings are crucial for long-term business sustainability, as effective digital strategies and strong external support help SMEs adapt to market, technological, and regulatory changes.

Co-Authors Achmad Rifai Adinda Nadila Azhari Adita Wanda Syahputri Siregar Agnes Lolyta Tambunan Agus Purwoko Al Hilal Akbar Ferdynanda Alexander Romario Bukit Alexander Tan Alfifto Amlys Syahputra Silalahi Amlys Syahputra Silalahi Amlys Syahputra Silalahi Amrin Fauzi Amrin Fauzi Amrin Fauzi Andiansyah, Farma Andrio Bukit Annisa Amelia Aprianta Raskami Sembiring Aprizal Haris Sinaga Ardiansyah Putra Ramadhan Arif Qaedi Hutagalung Aris Handiyoko Sibuea Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Augina Amelia Putri Azhar Maksum Azzahra, Nindya B, Mesra Badikenita br. Sitepu Beby Karina Beby Karina F. Sembiring Beby Karina F. Sembiring Beby Karina Fauzeea Sembiring Beby Karina Fawzeea Sembiring Beby Karina Fawzeea Semiring Betharia Nandasari Siregar Chairiyah, Hasanatul Clarisa Felicia Dalimunthe, Doli Muhammad Ja'far Dewantoro, Riy Dewi Maya Sari Dhery Wiranata Surya Dian Natari Dina Arfianti Siregar - Dina Widya Astuti Dzikira, Teuku Muharna Elfa Yolanda Elisabet Siahaan Elperida Juniarni Sinurat Elsa Noviliani Syarif Emil Endang Setiawati ERLINA Erman Munir Erwin Sahat Mora Pardede Euodia Grace Maranatha Evawany Yunita Aritonang Fadli Fadli Fadli Fadli Fadli Fadli Hazmi Fadli, Fadli Fairuza Rikha Amri Fani Al Vionita Rangkuti Farid Aulia Fauzi, Amrin Fawzea, Beby Karina Fionita Idanesia Br Tarigan Florence Sirait Ginting, Ninda Gita Ayu Lestari Harmawan, Wisnu Agus Harris Pinagaran Nasution Hartini Pratiwi Pane Hidayat Nasution Iin Irwanto Indah Ardhina Oktaria Indawati Lestari Indi Ade Fitri Koto INDRA HERMAWAN Iqbal Habibie Irma Zulhana Koto Isfenti Sadalia Ishbir Mujahid Adha Iskandar Muda Junita Safitri Karina, Beby Lestariningsih, Marsudi Lidya Kesuma Sari Linda Trimurni Maas Mahyunnisa yunus Maria Damaianty Pasaribu Marlina Widiyanti Maulidina Yuliani Mawaddah, Wirda May Friska Yuliani Saragih Megaria Damanik Meilita Tryana Sembiring, Meilita Tryana Mesra B Mirza Abdillah Pane Moudy Fitria Respati Mufida Sari Muhammad Asrin Jazuli Muhammad Ismuroji Muhammad Syahputra Nabila Khairunisa Khaidir Namora Lumongga Lubis Nanda Adilfa Mulya Nazaruddin Negara, Satia Nora, Yeni Safitri Nurafrina Siregar paham ginting Parapat Gultom Pasaribu, Mhd Hasan Petrus Lajor Ginting Prihatin Lumbanraja Prihatin Lumbanraja Purnawan Junadi R. Hamdani Harahap Rahmadani Raja Palti Tambunan Ramadhan Nurmuhammad Rangkuti, Agus Edy Renancy Pratiwi Riki Riduansyah Rambe RINDI SHARIFA Ritha F. Dalimunthe Rival Irwanson Damanik Rizki Ermaliza Ronald Sibuea Rumiaty Manurung Saputra, Adi Hasan Ragil Sarah Madaniah Sari, Mufida Sembiring, Aprianta Raskami Shabrina Tifani Sihombing, Edi Epron Sihombing, Marlon Silalahi, Amlys Syahputra Sirojuzilam Sirojuzilam Hasyim Siswahyudianto Siti Putri Luthfiyyah Situmorang, Syafrizal Helmi Stifani Emerta Perangin-angin Suci Chasara Nasution Suci Veny Beauty Sugih Arto Pujangkoro Sugih Arto Pujangkoro Sugiharto Sugiharto Pujangkoro Syafrizal Helmi Situmorang Syafrizal Helmi Situmorang Syafrzal Helmi Situmorang Syahyunan Syahyunan Tarigan, Miska Irani Tengku Muhammad Adriansyah Togar Naibaho Tri Widiyanti Trisatya, Achmad Afriadi Wahyu Ario Pratomo Wibowo, Rulianda P. Windi Puspita Dian Sari Hasibuan Wisnu Agus Harmawan Wulanda, Astrea yeni absah Yeni Absah yeni absah Youanita Tri Sevanya Damanik Yudha Yustiasa Yuliana, Yayuk yunus, Mahyunnisa Zharifah Putri Masturah Hasibuan

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