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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang Jurnal Ecogen Transekonomika : Akuntansi, Bisnis dan Keuangan Profit: Jurnal Manajemen, Bisnis dan Akuntansi Madani: Multidisciplinary Scientific Journal Journal of Economics and Business (JECOMBI) Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal Business Administration (JBA): Entrepreneurship and Creative Indutry Journal Boas : Business, Economics, Accounting And Management Jejak digital: Jurnal Ilmiah Multidisiplin Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi (JEBIMAN)
Hafiza Adlina
Departmen Of Social And Political Sciences, Universitas Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN KEPUTUSAN PEMBELIAN PRODUK AVOSKIN YOUR SKIN BAE SERIES DI TIKTOK SHOP(STUDI PADA KONSUMEN DI KOTA MEDAN) Sonnia Appriliani Rizki; Hafiza Adlina
JEBIMAN : Jurnal Ekonomi, Bisnis, Managemen dan Akuntansi Vol. 2 No. 2 (2024): JEBIMAN: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Publisher : CV. ADIBA AISHA AMIRA

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

Abstract

86% of Indonesians have shopped on social commerce with 46% of transactions made through TikTok Shop. TikTok Shop is in great demand because it is considered by consumers to make online shopping activities easier while interacting with sellers without using other additional applications. One of the products that many consumers buy is beauty products, such as skincare. Therefore, the skincare industry has great potential to grow in the future. The purpose of this research was to analyze the effect of content marketing on customer engagement and consumer purchasing decisions on Avoskin Your Skin Bae Series products in Medan City. The effect of content marketing is analyzed by path analysis on customer engagement and purchasing decisions. The form of this research is quantitative research with an associative approach. The sampling method used purposive sampling with a sample size of 100 respondents. Primary data used in this research were obtained by distributing questionnaires while secondary data were obtained through literature studies. The data analysis methods used are descriptive analysis, validity test, reliability test, classical assumption test, path analysis, and hypothesis test. The results of this research showed that content marketing (X) has a direct positive effect on the customer engagement (Z) by 75,5%. The customer engagement (Z) has a direct positive effect on the purchasing decision (Y) by 46,3%. Content marketing (X) has a direct positive effect on the purchasing decision (Y) by 51,3% and a positive indirect effect of 34.9% through customer engagement, so it has 86.2% of the total effect
PENGARUH GAYA KEPEMIMPINAN DAN LINGKUNGAN KERJA TERHADAP KOMITMEN ORGANISASI PADA PT. PLN (PERSERO) UP3 MEDAN Bela Safira; Hafiza Adlina
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 2 No. 6 (2022): November 2022
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v2i6.305

Abstract

The goal of this study is to look at how leadership style and work environment affect organizational commitment at PT. PLN UP3 Medan. A quantitative research method with an associative approach is used in this work. Participants in this study were all employees of PT. PLN UP3 Medan. The sample size is 56 individuals, and the sampling method is saturation sampling. The primary data for this study was acquired by questionnaire distribution, while the secondary data was gathered via a literature review. Data analysis methods used include the validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The findings revealed that the leadership style (X1) had a significant impact on the organizational commitment variable (Y). While the workplace environment (X2) has insignificant impact on organizational commitment (Y). However, organizational commitment is influenced by both leadership style and work environment. According to the coefficient of determination test, the modified R square value of 0.190 suggests that 19.0% of the leadership style and work environment components may explain the organizational commitment variable. Meanwhile, remaining 81.0% is accounted by variables beyond this analysis.
PENGARUH HARGA DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA GRAMEDIA GAJAH MADA MEDAN Sarah Nabila Siagian; Hafiza Adlina
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 3 No. 4 (2023): July 2023
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v3i4.505

Abstract

Gramedia, a thriving retail establishment specializing in books and office supplies, serves as the focal point of this study. Examining the effects of pricing and in-store atmosphere on consumer decision-making at the Gramedia Gajah Mada Medan branch is the study's main goal. We will delve into the implications of price on individuals and society as a whole and store ambiance on purchasing choices. The findings unveiled that the pricing factor (X1) exerts an insignificant influence on purchasing decisions. In contrast, the store's ambiance factor (X2) exerts a substantial impact on consumer choices. When evaluated in tandem, both pricing and store ambiance factors collectively influence purchasing decisions (Y). The coefficient of determination analysis, characterized by an R2 value of 0.608 or 60.8%, illuminates that pricing and store ambiance factors can account for 60.8% of variations in the purchasing decision variable. The remaining 39.2% is subject to the sway of other variables such as service quality, location, or other unexplored factors outside the purview of this study.
Pengaruh Word of Mouth, Perceived Value, dan Harga terhadap Minat Beli Ulang Mixue di Kota Medan : Penelitian Muhammad Zaki Hanafia NST; Hafiza Adlina; Onan Marakali Siregar
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5108

Abstract

This study aims to analyze the effect of word of mouth, perceived value, and price on the repurchase intention of Mixue products in Medan City. This research employs a quantitative method with an associative approach to examine the relationships and influences among variables. The sampling technique used was purposive sampling, involving 96 respondents who were consumers of Mixue in Medan City and had made at least one purchase. Primary data were collected through the direct distribution of questionnaires, while secondary data were obtained from literature reviews. The data analysis methods included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing through partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination. The results indicate that word of mouth, perceived value, and price have a positive and significant effect on Mixue’s repurchase intention in Medan City, both partially and simultaneously. The adjusted R-square value of 0.967 indicates that 96.7% of the variation in repurchase intention can be explained by these three variables, while the remaining 3.3% is influenced by other factors not examined in this study. These findings suggest that recommendation-based marketing strategies, consumers’ perceived value, and competitive pricing play an important role in increasing consumers’ repurchase intention toward Mixue.
Pengaruh Gaya Hidup dan Persepsi Risiko Terhadap Perceived Behavioral Control Penggunaan Shopee Paylater oleh Generasi Z di Kota Medan: Penelitian Lydia Lasroita Simorangkir; Hafiza Adlina
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5472

Abstract

Perkembangan e-commerce dan financial technology mendorong meningkatnya penggunaan layanan Buy Now, Pay Later (BNPL), salah satunya Shopee Paylater yang banyak digunakan oleh Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan persepsi risiko terhadap perceived behavioral control penggunaan Shopee Paylater oleh Generasi Z di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Teknik pengambilan sampel menggunakan non-probability sampling dengan teknik purposive sampling terhadap 96 responden Generasi Z di Kota Medan. Data dikumpulkan melalui kuesioner berbasis skala likert dengan dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial gaya hidup dan persepsi risiko tidak berpengaruh signifikan terhadap perceived behavioral control. Namun, secara simultan kedua variabel tersebut berpengaruh positif dengan tingkat pengaruh yang relatif kecil. Nilai koefisien determinasi (R2) sebesar 0,139 menunjukkan bahwa 13,9% variasi perceived behavioral control dapat dijelaskan oleh gaya hidup dan persepsi risiko, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian.
Between Prestige, Comfort, and Community: Exploring the Considerations of Padel Players in Medan City When Choosing a Court Hafiza Adlina
Journal Business Administration: Entrepreneurship and Creative Industry Vol. 5 No. 2 (2026): Journal Business Administration: Entrepreneurship & Creative Industry
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jba.v5i2.24665

Abstract

The development of recreational sports in urban areas shows a shift in the function of sports from mere physical activity to part of a lifestyle and expression of social identity. One sport that has experienced rapid growth in major Indonesian cities is padel. This study aims to explore in depth the considerations of padel players in Medan in choosing a playing field. This study uses a qualitative approach with a phenomenological method to understand the subjective experiences and perceptions of players regarding padel courts. Data collection techniques were carried out through in-depth interviews with active padel players who play at several padel courts in the city of Medan. Data analysis was performed using thematic analysis techniques. The results of the study indicate that players' decisions in choosing a padel court are influenced by three main factors, namely the comfort of services and facilities, prestige, and the existence of community and social relations. These findings show that padel courts are not only perceived as sports facilities, but also as social spaces and symbols of urban lifestyles. This study contributes to business administration studies, particularly in understanding consumer behavior in the sports sector.
Pengaruh Strategi Event Marketing dan Direct Marketing PT Cyberindo Aditama dalam Meningkatkan Customer Loyalty di Kota Medan Robbi Pradira Aritonang; Onan Marakali Siregar; Hafiza Adlina
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 2 (2026): MARET 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/rg1yt412

Abstract

In the increasingly competitive internet service industry, companies must implement effective marketing strategies to maintain customer loyalty. PT Cyberindo Aditama (CBN), as an internet service provider in Medan, needs to maximize event marketing and direct marketing strategies to build stronger customer engagement. The growing demand for reliable and value-added internet services forms the background of this study. This research aims to analyze the influence of event marketing on customer loyalty, the influence of direct marketing on customer loyalty, and the simultaneous effect of both strategies on CBN customers in Medan. The study focuses on understanding how interactive and personalized marketing activities contribute to enhancing customer loyalty. The research employs a quantitative approach with an associative design. Data were collected through questionnaires distributed to 96 respondents who had subscribed to CBN services for at least six months. Analytical techniques included validity testing, reliability testing, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that both event marketing and direct marketing positively and significantly influence customer loyalty. Simultaneously, these variables also show a significant effect, with an R Square value of 0.568, meaning that 56.8% of customer loyalty variation is explained by the two marketing strategies, while the remaining 43.2% is influenced by other factors outside the model. These findings confirm that event marketing and direct marketing are essential instruments in strengthening customer loyalty toward CBN in Medan.
Pengaruh Neuromarketing dan Lifestyle Terhadap Impulsive Buying Produk Kamera Analog (Studi pada Komunitas Bersoreria Medan) Muhammad Balkis Venserjude; Hafiza Adlina; Onan Marakali Siregar
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 2 (2026): MARET 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/f8tmfw79

Abstract

The use of analog cameras has resurged in recent years, particularly among creative communities such as the Bersoreria Medan Community. Analog cameras are no longer used solely as photographic tools but have become part of visual identity, self-expression, and lifestyle. This trend encourages impulsive buying behavior, especially when consumers are exposed to strong marketing stimuli through social media and community activities. This study aims to analyze the influence of neuromarketing and lifestyle on impulsive buying of analog camera products, both partially and simultaneously, among members of the Bersoreria Medan Community. This research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 68 respondents and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that neuromarketing and lifestyle have a positive and significant effect on impulsive buying behavior. Simultaneously, both variables contribute 79.4% to impulsive buying behavior. These findings confirm that cognitive, emotional, and lifestyle factors play an important role in encouraging impulsive purchases of analog cameras
PENGARUH KONTEN STORYTELLING MARKETING DAN CELEBRITY ENDORSEMENT KAHF DI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF PADA GENERASI Z KOTA MEDAN Bintang Manihuruk; Hafiza Adlina; Onan Marakali Siregar
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 02 (2026): Volume 12 No. 2, Juni 2026 Release
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i02.15611

Abstract

The development of digital technology and the increasing use of social media have changed marketing strategies and consumer behavior, especially among Generation Z. TikTok is used as a strategic marketing medium based on persuasive short videos. Kahf products apply a storytelling marketing content strategy and celebrity endorsements on TikTok to build emotional closeness and increase consumer trust, so that purchasing decisions are increasingly influenced by the power of marketing narratives and the credibility of public figures. This study aims to analyze the influence of storytelling marketing content and celebrity endorsements on TikTok on Generation Z's purchasing decisions for Kahf products in Medan. The influence of these two independent variables is analyzed partially and simultaneously on purchasing decisions as the dependent variable. The research design used is quantitative research with an associative approach. The population in this study is Generation Z in Medan who have purchased Kahf products, with a sample size of 96 respondents selected using non-probability sampling with purposive sampling technique. Primary data was obtained through questionnaires, while secondary data was obtained through literature studies. The data analysis methods used included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-tests), simultaneous tests (F-tests), and coefficient of determination tests processed using statistical analysis programs. The results of the study show that storytelling marketing (X1) and celebrity endorsement (X2) have a partial and simultaneous effect on the purchase decision (Y) of Kahf products among Generation Z in Medan. Based on the coefficient of determination test, the relationship between storytelling marketing (X1) and celebrity endorsement (X2) on the purchase decision (Y) has an R value of 0.853. Through the adjusted R square value, it is known that storytelling marketing (X1) and celebrity endorsement (X2) contribute 72.1% to the purchase decision (Y), while the remaining 27.9% is influenced by other variables not discussed in this study.
Co-Authors Adisty Maharani Purba Afriani Manullang Amriady Tampubolon Anastasya C.L.S Bela Safira Bintang Manihuruk Diana Asri Fitri Sinaga Dinda Cinta Nainggolan Egianinta Br Ginting Firli Safitri Karin Aurani Khofifah Aini Leonardo Giovandhi Lydia Lasroita Simorangkir Mhelinda Utami Mirahandani M Muhammad Balkis Venserjude Muhammad Zaki Hanafia NST Nana Dyki Dirbawanto, Nana Dyki Nelda Saparianti Nichollin Stiffanny Robbi Pradira Aritonang Rut Madia Harefa Sarah Nabila Siagian Selli Selfia Sherina Alim Sintia Melati Siregar, Onan Marakali Sonnia Appriliani Rizki T.Bahtazar Muhammad Sinar Viktor Manurung Vincetia Avetriwianda Sinabutar Widya Puspita