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All Journal Indonesian Journal of Geography Efisiensi : Kajian Ilmu Administrasi Jurnal Manajemen Terapan dan Keuangan Proceedings of Annual International Conference Syiah Kuala University - Social Sciences Chapter Jurnal Media Informasi Manajemen Ilmu Administrasi Publik Jurnal Ilmiah Ekonomi Islam Jurnal Studi Manajemen dan Bisnis MBR (Management and Business Review) PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) J-MAS (Jurnal Manajemen dan Sains) Bisma: Jurnal Bisnis dan Manajemen At-Tawassuth: Jurnal Ekonomi Islam Al-Irsyad: Jurnal Pendidikan dan Konseling International Journal of Supply Chain Management Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Logista: Jurnal Ilmiah Pengabdian Kepada Masyarakat Journal of Education, Humaniora and Social Sciences (JEHSS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Sustainable Tourism and Entrepreneurship Ilomata International Journal of Management International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Bisnis dan Kewirausahaan Journal of International Conference Proceedings Asian Journal of Management Analytics International Conference on Sciences Development and Technology Proceedings of The International Conference on Business and Economics Indonesian Journal of Advanced Research (IJAR) Jurnal Pengabdian Pada Masyarakat METHABDI International Journal of Economic, Technology and Social Sciences (Injects) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Manajemen dan Pemasaran Digital Journal of Business Management Journal of Innovative and Creativity Management Studies and Business Journal Journal of Environmental and Development Studies International Journal of Economics, Business and Innovation Research Bulletin of Engineering Science, Technology and Industry Proceeding Of International Conference On Education, Society And Humanity Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi Jurnal Pengabdian Masyarakat (Jubdimas) Proceedings of The International Conference on Computer Science, Engineering, Social Sciences, and Multidisciplinary Studies
Endang Sulistya Rini
Faculty Of Economics And Business, Universitas Sumatera Utara, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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PROMOTION STRATEGY AND WORD OF MOUTH ON PURCHASE DECISIONS WITH BRAND AWARENESS AS A MODERATING VARIABLE ON BEZZIE MINI SOCCER Al Hilal Akbar Ferdynanda; Endang Sulistya Rini; Syahyunan
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 6 (2025)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i6.4964

Abstract

This study aims to analyze the influence of promotional strategies and word of mouth on purchase decisions, with brand awareness as a moderating variable at Bezzie Mini Soccer. Competition in the sports industry, particularly in mini soccer field rentals, is becoming increasingly intense, requiring effective marketing strategies to sustain and enhance consumer purchasing decisions. The research adopts a quantitative approach through a survey method involving 85 respondents who have previously used Bezzie Mini Soccer's services. The data analysis technique employed is Structural Equation Modeling – Partial Least Square (SEM-PLS). The results indicate that both promotional strategies and word of mouth have a positive and significant effect on purchase decisions. Brand awareness also significantly influences purchase decisions and moderates the relationship between promotional strategies and word of mouth with purchase decisions. These findings highlight the importance of consistent promotion, positive recommendations, and strong brand awareness in shaping consumer purchasing behavior.
THE EFFECT OF PRICE AND WORD OF MOUTH ON PURCHASING DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT WARKOP AGAM STABAT Fairuza Rikha Amri; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.165

Abstract

This study investigates the effects of price and word of mouth (WOM) on purchasing decisions, with brand image acting as an intervening variable. Conducted at Warkop Agam Stabat, a local coffee shop in Stabat, Indonesia, the study uses a quantitative research method involving primary and secondary data collection from 216 respondents. The data analysis includes descriptive statistics and Structural Equation Modeling (SEM). The findings reveal that price negatively affects both purchasing decisions and brand image, while WOM positively influences brand image but does not directly affect purchasing decisions. However, brand image significantly influences purchasing decisions and mediates the relationships between price, WOM, and purchasing decisions. This study contributes to the understanding of consumer behavior in the context of small local businesses.
THE EFFECT OF INSTITUTIONAL IMAGE AND EDUCATIONAL COST ON STUDENTS' INTEREST IN STUDYING AT NAMIRA MADINA HEALTH COLLEGE WITH BRAND TRUST AS AN INTERVENING VARIABLE Lidya Kesuma Sari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.174

Abstract

This study aims to determine the effect of institutional image and educational cost on student interest through brand trust. This is an associative study, and the data used are quantitative. The data were obtained from primary and secondary data. The analytical methods used were descriptive statistical analysis and structural equation modeling. The population and sample in this study consisted of 297 members of the Mandailing Natal Regency generation Z community. The sampling technique used was accidental sampling. The results of this study indicate that institutional image has a positive and significant effect on brand trust, institutional image has a positive and significant effect on student interest, educational cost has a negative but insignificant effect on student interest, educational cost has a negative and significant effect on brand trust, brand trust has a positive and significant effect on student interest, institutional image has a positive and significant effect on student interest through brand trust, and educational cost has a negative and significant effect on student interest through brand trust among the Gen Z community in Mandailing Natal Regency.
Peran Personalisasi Layanan dan Komunikasi Pemasaran Digital Dalam Membentuk Retensi Pelanggan di Klinik Utama Cipta Ayu Renancy Pratiwi; Endang Sulistya Rini; Doli Muhammad Jafar Dalimunthe
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6103

Abstract

The beauty clinic industry in Indonesia has seen significant growth, yet heightened competition demands that clinics retain customers through personalized services and effective digital marketing communication. Klinik Utama Cipta Ayu continues to encounter challenges, including limited service personalization, delayed digital responses, and irrelevant online content, all of which contribute to unstable customer retention rates. This study aims to assess the partial and simultaneous effects of digital marketing communications and service personalization on customer retention. The research employed an associative technique with a quantitative approach. A purposive sampling method was used to select a sample of 130 respondents. Data was collected through a Likert-scale questionnaire, and multiple linear regression analysis was applied. Reliability testing yielded a Cronbach’s Alpha of 0.904, demonstrating strong reliability, while validity tests confirmed that all items were valid. The findings indicate that customer retention is positively and significantly influenced by service personalization. Additionally, digital marketing communications also have a positive and significant impact on customer retention. Both factors collectively contribute substantially to retention. These results emphasize the importance of regular in-person interactions, rapid digital responses, and relevant communication content in fostering long-term customer relationships.  
ANALISYS OF FACTORS THAT INFLUENCENON-MUSLIM CUSTOMERS' DECISION TO USE BANK SINARMAS SYARIAH MEDAN BRANCH Elsa Noviliani Syarif Emil; Endang Sulistya Rini; Isfenti Sadalia
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19583044

Abstract

In the aspect of Sharia banking knowledge, it was found that customers only know that saving in Sharia banking, especially at Bank Sinarmas Syariah Branch Offices, will get benefits from the profit sharing system (not from interest/riba) while for the operational system of Sharia banking itself, the majority of customers do not know. This is also in line with the knowledge of customers who mostly only know Sharia products such as: murabahah and mudharabah while other products customers do not know. The objectives of this study are to: 1) Analyze the influence of Location on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch, 2) Analyze the influence of Service Quality on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch, 3) Analyze the influence of Administrative Profits on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch,4) Analyze the influence of Knowledge on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch, 5) Analyze the influence of Products on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch, 6) To Analyze the influence of Promotions on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch and 7) Analyze the influence of Location, Service Quality, Benefits, Knowledge, Products, and Promotions on Customer Decisions to Save at Bank Sinarmas Syariah Medan Branch. The research was conducted at the Sinarmas Syariah Medan Branch Office, Jalan Iskandar Muda No. 33, Medan.
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

Abstract

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.
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

Abstract

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

Abstract

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

Abstract

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.
Co-Authors Achmad Rifai Adita Wanda Syahputri Siregar Agus Purwoko Al Hilal Akbar Ferdynanda Albert Albert Alexander Tan Alfifto Amlys Syahputra Silalahi Amlys Syahputra Silalahi Amrin Fauzi Amrin Fauzi Andiansyah, Farma Andrio Bukit Aprianta Raskami Sembiring Aprizal Haris Sinaga Arby Prawira , Muhammad Ardiansyah Putra Ramadhan Arif Qaedi Hutagalung Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis Arlina Nurbaity Lubis 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 Betharia Nandasari Siregar Dalimunthe, Doli Muhammad Jafar Deva Djohan Dewantoro, Riy Dewi Maya Sari Dian Natari Dina Arfianti Siregar - Dina Widya Astuti Dzikira, Teuku Muharna Elperida Juniarni Sinurat Elsa Noviliani Syarif Emil ERLINA Evawany Yunita Aritonang Fadli Fadli Fadli, Fadli Fairuza Rikha Amri Farid Aulia Fauzi, Amrin Fawzea, Beby Karina Fionita Idanesia Br Tarigan Florence Sirait Ginting, Ninda Harmawan, Wisnu Agus Harris Pinagaran Nasution Hidayat Nasution Iin Irwanto Indawati Lestari INDRA HERMAWAN Iqbal Habibie Isfenti Sadalia Ishbir Mujahid Adha Junita Safitri Karina, Beby Kosasih, Hengky Lestariningsih, Marsudi Lidya Kesuma Sari Mahyunnisa yunus Manda Dwipayani Bhastary Maria Damaianty Pasaribu Marlina Widiyanti Mawaddah, Wirda Megaria Damanik Mesra B Mirza Abdillah Pane Moudy Fitria Respati Muhammad Asrin Jazuli Namora Lumongga Lubis Nazaruddin Negara, Satia Nora, Yeni Safitri Nurafrina Siregar paham ginting Pasaribu, Mhd Hasan Pasaribu, Wilson Prihatin Lumbanraja Purnawan Junadi R. Hamdani Harahap Rangkuti, Agus Edy Renancy Pratiwi Ritha F. Dalimunthe Rumiaty Manurung Saputra, Adi Hasan Ragil Sarah Madaniah Sari, Mufida Sembiring, Aprianta Raskami Sembiring, Paham Ginting Sihombing, Edi Epron Sihombing, Marlon Silalahi, Amlys Syahputra Sirojuzilam Sirojuzilam Hasyim Siswahyudianto Situmorang, Syafrizal Helmi Sugih Arto Pujangkoro Syafrizal Helmi Situmorang Syafrizal Helmi Situmorang Syahyunan Tarigan, Miska Irani Tengku Muhammad Adriansyah Togar Naibaho Tri Widiyanti Trisatya, Achmad Afriadi Wulanda, Astrea yeni absah yeni absah Yudha Yustiasa Yuliana, Yayuk yunus, Mahyunnisa