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Analisis Pengaruh Bauran Pemasaran terhadap Kualitas Jasa dan Kepuasan Pelanggan Eksternal Perguruan Tinggi Swasta di Kota Medan Sembiring, Beby Karina Fawzeea
Jurnal Aplikasi Manajemen Vol. 7 No. 4 (2009)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1024.814 KB)

Recently in this free market era, there have been widely open chances for foreign private university to go along with national education exertions. As a result, local private university must enhances it service quality programs such as using marketing-mix concept as an attempt to survive in more hypercompetitive competition. This research aims to verify the correlation between marketing-mix dimensions such as: product, place, promotion, process, people, price and physical evidence with service quality and external customer satisfaction of private university in Medan.Empirical testing Using Structural Equation Modeling (SEM) which is supported by the research hypothesis. The research result indicates that the application of marketing-mix dimensions (7P) can directly affects the improvement of service quality and gives the external customer satisfaction. According to the result, private university must improve its employee performance first.Keywords: Marketing Mix, Service Quality, External Customer Satisfaction.

Analysis of the Effect of Beauty Product Marketing Mix on Buying Interest with the Use of South Korean Celebrity Brand Ambassadors as a Moderation Variable Siregar, Qurratu Ayuni; Wibowo, Rulianda Purnomo; Sembiring, Beby Karina Fawzeea
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.463

In the highly competitive beauty product industry, companies are required to implement innovative and relevant marketing strategies to maintain and increase consumer buying interest. Recent phenomena indicate that marketing mix elements (product, price, place, and promotion) are often underutilized or focused too narrowly on a single aspect. Meanwhile, the use of brand ambassadors, particularly South Korean celebrities, has become a dominant trend, believed to build emotional appeal and enhance positive consumer perceptions. This study aims to analyze the influence of the marketing mix and brand ambassadors on buying interest, as well as examine the moderating role of brand ambassadors in this relationship. This research adopts a quantitative associative approach, using questionnaires distributed to consumers exposed to brand ambassador promotional campaigns. Data analysis was conducted using multiple linear regression and moderated regression analysis. The results indicate that both the marketing mix and brand ambassadors have a positive and significant effect on consumer buying interest. However, the role of brand ambassadors as a moderating variable in strengthening the relationship between the marketing mix and buying interest was not consistently significant. These findings emphasize the importance of an integrated marketing strategy that not only leverages the popularity of brand ambassadors but also optimizes all elements of the marketing mix in a way that is appealing, educational, and aligned with contemporary consumer needs.

Analysis of the Effect of Beauty Product Marketing Mix on Buying Interest with the Use of South Korean Celebrity Brand Ambassadors as a Moderation Variable Siregar, Qurratu Ayuni; Wibowo, Rulianda Purnomo; Sembiring, Beby Karina Fawzeea
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 2 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i2.463

In the highly competitive beauty product industry, companies are required to implement innovative and relevant marketing strategies to maintain and increase consumer buying interest. Recent phenomena indicate that marketing mix elements (product, price, place, and promotion) are often underutilized or focused too narrowly on a single aspect. Meanwhile, the use of brand ambassadors, particularly South Korean celebrities, has become a dominant trend, believed to build emotional appeal and enhance positive consumer perceptions. This study aims to analyze the influence of the marketing mix and brand ambassadors on buying interest, as well as examine the moderating role of brand ambassadors in this relationship. This research adopts a quantitative associative approach, using questionnaires distributed to consumers exposed to brand ambassador promotional campaigns. Data analysis was conducted using multiple linear regression and moderated regression analysis. The results indicate that both the marketing mix and brand ambassadors have a positive and significant effect on consumer buying interest. However, the role of brand ambassadors as a moderating variable in strengthening the relationship between the marketing mix and buying interest was not consistently significant. These findings emphasize the importance of an integrated marketing strategy that not only leverages the popularity of brand ambassadors but also optimizes all elements of the marketing mix in a way that is appealing, educational, and aligned with contemporary consumer needs.

The Influence of Work Engagement and Ambidextrous Organization on Employee Performance with Innovative Behavior as a Mediating Variable at the Housing and Settlement Area Agency of North Sumatra Province Saputra, Ade; Siahaan, Elisabet; Sembiring, Beby Karina Fawzeea
Journal of Business Management Vol. 3 No. 1 (2025): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i1.155

In a dynamic work environment, employee performance is influenced by the level of work engagement and the organization’s ability to manage exploration and exploitation in a balanced manner (ambidexterity). Organizations that effectively implement ambidexterity can encourage employees to be more innovative, ultimately contributing to improved performance. This study aims to examine and analyze the influence of work engagement and organizational ambidexterity on employee performance, with innovative behavior as a mediating variable at Dinas Perumahan dan Kawasan Permukiman Provinsi Sumatera Utara. This is a quantitative study using an explanatory research design. The population in this study consists of all employees at Dinas Perumahan dan Kawasan Permukiman Provinsi Sumatera Utara, totaling 75 individuals. The sampling method used was a saturated sample, in which the entire population was used as the research sample. Data were analyzed using Structural Equation Modeling. The results show that work engagement has a direct, positive, and significant effect on employee performance, and organizational ambidexterity also has a direct, positive, and significant effect on employee performance. Furthermore, innovative behavior has a direct, positive, and significant effect on employee performance, and both work engagement and organizational ambidexterity have a direct, positive, and significant effect on innovative behavior. Indirectly, work engagement and organizational ambidexterity positively and significantly influence employee performance at Dinas Perumahan dan Kawasan Permukiman Provinsi Sumatera Utara through the mediation of innovative behavior

The Influence of Hedonic Shopping Motivation and Electronic Word of Mouth (eWOM) on Impulse Buying in Shopee E-Commerce Users in Medan Tuntungan with Positive Emotion as an Intervening Variable Wulanda, Astrea; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
Indonesian Journal of Advanced Research Vol. 4 No. 7 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i7.14922

This study aims to determine and analyze the effect of hedonic shopping motivation and electronic word of mouth on impulse buying through positive emotion in Shopee users. This type of research is associative research using quantitative data The sampling technique used was purposive sampling with the criteria that respondents who have shopped at Shopee for at least a year. The data were analyzed using the Structural Equation Modeling method with the Smart PLS version 4.0 analysis tool. The results showed that directly hedonic shopping motivation has a positive and significant effect on positive emotion and impulse buying, electronic word of mouth has a positive and insignificant effect on positive emotion and impulse buying, positive emotion has a positive and significant effect on impulse buying. In indirect research results, hedonic shopping motivation has a positive and significant effect on impulse buying through positive emotion. Meanwhile, electronic word of mouth has a positive and insignificant effect on impulse buying through positive emotion.

THE EFFECT OF SERVICE QUALITY ON REPURCHASE INTEREST IN HOME CLEANER SERVICES THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE Ginting, Ninda; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 7 (2024): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i7.477

Cleaning service is a service provided to the hygiene of a building carried out carefully and thoroughly with the help of mechanical and non-machine hygiene tools, as well as chemical (chemical) performed by a sanitary officer. (cleaner). Many people don't have the time or energy to clean their own homes or workplaces so that's where the need for cleaning services arises. The aim of this study is to analyze the influence of quality of service on interest in re-purchase of home cleaner services through consumer satisfaction as an intervening variable. The type of research used in this study is explanatory research with a quantitative approach, which is a method of research intended to explain the position of the variables studied and the influence between one variable and another variable as well as to test the hypotheses that have been formulated. The results of the research were that the quality of service had a positive and significant influence on the interest in re-purchase in SAS Home Cleaner Field. It shows that the better the quality of the service performed, the greater the interest in re-purchase

The Role of Digital Marketing in Increasing Tourist Visits to Trekking Attractions in Bukit Lawang Walga, Rikka Pratiwi; Sembiring, Beby Karina Fawzeea; Harahap, Hamdani
East Asian Journal of Multidisciplinary Research Vol. 3 No. 11 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i11.9547

The aim of this research is to analyze the efforts made by tourism managers in digitalizing tourism development to increase tourist visits in Bukit Lawang and to analyze the impact of digital tourism on increasing visits to tourist attractions in Bukit Lawang. This research method is qualitative with a phenomenological approach. The data collection process is carried out through in-depth interviews and direct observation at the Bukit Lawang trekking tourist attraction. The results of the research show that the efforts made by tourism managers in digitizing tourism marketing have succeeded in increasing tourist visits in Bukit Lawang The implementation of this program has gone well.

Numerical Alpha Archive Training System in Accordance with the Archival Code for High School Teachers in Medan City Juliaty, Tetty; marhaini; Situmorang, Syafrizal Helmi; Sembiring, Beby Karina Fawzeea; Pandia, Komariah
ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2019): ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Talenta Publisher

Poor management of archives has the potential to cause loss and damage to records or documents. And cause difficulty finding back important archives such as securities. Not a few administrative staff and officials need a lot of time to find back the archived files. Poor archival storage and management are common in companies, including schools. Mulia Medan Private Vocational School, one of which is still not doing the archiving system correctly, where the storage system is not in accordance with the archival rules. Unfortunately, it is difficult for teachers to get the latest archival training, even since 13 years ago when schools were owned by regional autonomy, the gap between regional teachers' competencies and those at the center was farther. Regions are difficult to get the latest competency training in their fields. Then the lack of local government budget funds, schools and also related individuals becomes even more complex problems. Therefore the need for the latest archival training according to the rules has been very urgent especially for vocational teachers in the city of Medan, to prepare graduates who are ready to work. Administrative staff also need to gain competency in the archiving of alphanumeric systems in accordance with the rules of archiving and standards. For this purpose, teachers and administrative staff need to be given training and mentoring, and the results can be seen as a significant improvement in the ability and skills in organizing records after participating in training. The alphanumeric archive storage system is very helpful for schools in arranging archives according to RI rules. For this reason, adequate facilities and infrastructure are needed in schools, so that the support of school principals in the application of proper and proper records management is urgently needed so that teachers and administrative staff can realize them immediately at school.

Antecedents of destination brand experience Tarigan, Miska Irani; Lubis, Arlina Nurbaity; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
Journal of Sustainable Tourism and Entrepreneurship Vol. 4 No. 2 (2023): January
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v4i2.428

Purpose: The tourism sector is the leading sector for Indonesia's foreign exchange earnings. The Indonesian government has established six National Tourism Strategy Areas, including Lake Toba, North Sumatra. Development in the Lake Toba tourist area has been carried out, but it does not automatically bring tourists to visit the Lake Toba Tourism Area. The researcher intended to know the factors of the tourist brand experience in Lake Toba. Therefore, this study aims to confirm the factors obtained from a literature study. Research methodology: The research methodology used is a qualitative study, namely Focus Group Discussion. Participants in the Focus Group Discussion are Government Representatives, Tour Guides, Travel Agencies, and domestic tourists' representatives. Results: The study results should add to the Tourist Self-expression as a new precursor to the destination brand experience. Limitation: The study did not involve hospitality and other relevant governments to gain a broader perspective. Contribution: The results of this study hope to contribute to references for tourism marketing. Keywords: Brand experience, Destination branding, Tourism marketing, Lake Toba

Pengaruh Social Media dan Kualitas Produk terhadap Repurchase Intention Melalui Kepuasan Pelanggan pada UMKM Alfahmi Konveksi Mawaddah, Wirda; Rini, Endang Sulistya; Sembiring, Beby Karina Fawzeea
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 1 (2024): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i1.1674

This research aims to know the impact of social media and product quality on repurchase intention through customer satisfaction at UMKM Alfahmi Konveksi. The research method in this research is the quantitative method. The location of the research was carried out at Alfahmi Konveksi located at Rahmad PIK Complex No. A 42 Menteng VII, Medan Tenggara, Kec. Medan Denai, Kota Medan, North Sumatra 20226. As for the results of the research, it was found that (1) there was a positive and significant influence of social media on repurchase intention in UMKM Alfahmi Konveksi. (2) there is a positive influence and significant impact of product quality on repurchasing intention. (3) Colabored between social media and product quality have a positive, significant impact on repurchase intention through customer satisfaction. The findings provide a deep understanding of the importance of the role of social media and product quality in improving repurchase intention through customer satisfaction at UMKM Alfahmi Konveksi.

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