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All Journal Jurnal Studi Manajemen Organisasi Hasil Pengabdian Kepada Masyarakat IKRA-ITH EKONOMIKA JABE (Journal of Applied Business and Economic) Iqtishoduna: Jurnal Ekonomi Islam JUMAN Tools (Jurnal Manajemen Tools) Jurnal Ilmiah Manajemen Kesatuan International Journal of Business Economics (IJBE) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Kajian Branding Indonesia Journal of Social Interactions and Humanities (JSIH) Journal of Legal and Cultural Analytics (JLCA) Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Blantika : Multidisciplinary Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Social Society Jurnal Akuntansi
Yossie Rossanty
Universitas Pembangunan Panca Budi
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Exploring Small and Medium Enterprises' Intention to Adopt AI - Powered Chatbots in Halal Marketing Communications Nasution, Muhammad Dharma Tuah Putra; Rafiki, Ahmad; Rossanty, Yossie; Pahlufi, Cut Kesuma
IQTISHODUNA: Jurnal Ekonomi Islam Vol. 13 No. 1 (2024): April
Publisher : LPPM, Universitas Islam Syarifuddin Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54471/iqtishoduna.v13i1.2364

Abstract

This study explores the adoption of AI chatbots in marketing communication by SMEs, specifically focusing on Halal contexts. It investigates factors such as perceived usefulness and attitude, which play a crucial role in shaping users' intentions. The mediating role of attitude, particularly in the context of Halal products, is significant, considering culturally sensitive considerations. The research adopts a quantitative approach with a correlational study design, utilizing random sampling to ensure representativeness. Data collection involves structured questionnaires, adapted scales, and 233 completed responses from SME owners/managers. Structural Equation Modeling (SEM) is employed for data analysis, testing complex relationships, and assessing direct and indirect impacts. The study reveals a positive direct effect of perceived usefulness and attitude toward chatbots (ATC) on chatbot adoption intention (CAI) in the Halal marketing context, supporting the hypothesis that both attitude and perceived usefulness significantly influence the intention to adopt AI chatbots. Additionally, the study explores the mediating role of attitude in the relationship between perceived usefulness and adoption intention. The findings contribute to existing literature by highlighting the complex interplay of factors influencing users' attitudes and intentions towards AI chatbots in marketing communication, particularly in the Halal context.
Entrepreneurial Knowledge, Motivation, Desires, and Intention: A Content Analysis Approach Muhammad Dharma Tuah Putra Nasution; Yossie Rossanty; Ramadhan Harahap; Aulia Ramadhan Tanjung
Jurnal Akuntansi Vol. 14 No. 2 (2024): Accounting Journal
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/jakuntansi.14.2.119-140

Abstract

Entrepreneurial marketing is widely recognized for its dynamic nature, characterized by innovation and adaptability in navigating intricate market dynamics. However, a significant gap persists in understanding how entrepreneurial knowledge intersects with market dynamics. This study aims to bridge this gap by exploring the influence of entrepreneurial knowledge on motivation, desires, and intentions. It emphasizes the pivotal role of entrepreneurial knowledge in shaping market outcomes, offering valuable insights for scholars and practitioners alike. Utilizing content analysis as a fundamental research method, the study delves into qualitative data to uncover themes, words, and concepts in entrepreneurship research domains. Through this methodological approach, it meticulously tracks antecedents, mechanisms, impacts, patterns, and trends in entrepreneurship, thus enriching the understanding of entrepreneurial dynamics. Moreover, the study explores the relationship between entrepreneurial knowledge and motivation within the context of entrepreneurship. Drawing on extensive research on entrepreneurial motivation and psychological mechanisms, it elucidates how entrepreneurial knowledge serves as a primary driver of motivation, influencing attitudes, intentions, and actions toward entrepreneurial pursuits. By integrating insights from diverse perspectives, this study contributes to a deeper comprehension of the interplay between knowledge and motivation in shaping entrepreneurial behaviors. Ultimately, the findings underscore the critical importance of fostering entrepreneurial knowledge and addressing socio-cultural influences to promote entrepreneurship across diverse contexts.
How Ambidextrous Marketing Capabilities Mediate the Impact of Market Knowledge Breadth on Innovation Performance: A Conceptual Model Dharma Tuah Putra Nasution, Muhammad; Rossanty, Yossie; Harahap, Ramadhan; Ramadhan Tanjung, Aulia
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 5 No. 4 (2024): Oktober
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v5i4.1956

Abstract

This conceptual paper aims to explore the mediating role of ambidextrous marketing capabilities in the relationship between market knowledge breadth and innovation performance within the hospitality sector, specifically in food and beverage establishments. This study addresses a critical gap in the literature by proposing a theoretical framework that links these variables. It conceptualizes how a firm’s breadth of market knowledge—encompassing insights into various market segments and customer needs—can influence its innovation performance, with ambidextrous marketing capabilities acting as a mediating factor. Ambidextrous marketing capabilities are defined in terms of their exploratory (ability to explore new markets and customer segments) and exploitative (ability to leverage existing market knowledge) dimensions. The paper argues that firms with extensive market knowledge are better positioned to develop and apply these capabilities effectively, thus enhancing their innovation outcomes. The proposed framework suggests that market knowledge breadth influences innovation performance both directly and indirectly through ambidextrous marketing capabilities. This conceptual approach aims to provide a foundation for future empirical research and offers theoretical insights into how firms in the hospitality sector can leverage their market knowledge and marketing capabilities to drive innovation.
Unlocking SME Potential: How Digital and Organizational Readiness Influence Attitudes Toward Social Media Live Streaming Yossie Rossanty; Ramadhan Harahap; Nasution, Rani Ramadhani
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 5 No. 4 (2024): Oktober
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v5i4.2134

Abstract

This study investigates the impact of digital and organizational readiness on SMEs' attitudes toward social media live streaming. Using a quantitative research design, data will be collected through a cross-sectional survey of SME business owners and managers, with a minimum sample size of 200 respondents. The key constructs explored include digital readiness, organizational readiness, and attitudes toward live streaming. Digital readiness is assessed through factors such as digital infrastructure, employee skills, and technological updates, while organizational readiness is measured by company culture, management commitment, and resource availability. Attitudes toward live streaming are evaluated based on beliefs in its strategic value and potential benefits for business growth. Data analysis will be conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between these constructs and to test the study's hypotheses. It is anticipated that the findings will confirm that both digital and organizational readiness significantly influence SMEs' attitudes toward live streaming, facilitating its effective adoption and utilization. This research provides critical insights into how SMEs can strategically navigate the challenges and opportunities presented by social media live streaming, ultimately enhancing their business performance and customer engagement.
PENGARUH MEDIA SOSIAL DAN REVIEW PRODUK TERHADAP MINAT BELI PRODUK SCARLET DI SHOPEE Novita, Ririn Septiana; Rossanty, Yossie; Erwansyah
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 11 No. 3 (2025): 2025 Maret
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56015/gjikplp.v11i3.374

Abstract

The research analysis aims to determine the influence of social media and reviews on interest in buying Scarlet products on Shopee. The data analysis technique used is an associative research method with the help of the SPSS version 25 program. This research uses multiple linear regression analysis. The sample in this study was 120 respondents. Primary data collection uses a questionnaire. The research results show that the social media variable shows a tcount value of 8.450 > ttable of 1.98 with a significant value of 0.000 <0.05, so hypothesis H1 is accepted and H0 is rejected, meaning that social media has a partially positive and significant effect on interest in buying Scarlet products in Shopee. The test results for the review variable show a tcount value of 3.116 > ttable of 1.98 with a significant value of 0.002 <0.05, so hypothesis H2 is accepted and H0 is rejected, meaning that reviews have a partially positive and significant effect on interest in buying Scarlet products at Shopee. Simultaneous test results show that the calculated F value is 200.386 which is greater than 3.07 and the significant value of 0.000 is smaller than 0.05 so it can be concluded that hypothesis 3 is accepted and hypothesis 0 is rejected so it can be concluded that social media and reviews have an influence simultaneously positive and significant on interest in purchasing Scarlet products on Shopee
Pengaruh Bundling Product dan Diskon Harga Terhadap Minat Beli Produk lokal Gladtoglow di Tiktokshop (Studi Pada Mahasiswa di Kota Medan) Rossanty, Yossie; Mahari, Nagita Suci; Lorencia, Bella; Pangabean, Rahmad Ridwan
IKRAITH-EKONOMIKA Vol. 8 No. 2 (2025): IKRAITH-EKONOMIKA Vol 8 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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

Abstract

Perkembangan pesat teknologi digital dalam beberapa tahun terakhir telah melahirkan penggunaan e-commerce berbasis sosial media di kalangan generasi muda, khususnya mahasiswa, serta pentingnya strategi promosi dalam membentuk keputusan pembelian. Tujuan penelitian pengaruh bundling product dan diskon harga terhadap minat beli konsumen terhadap produk lokal Gladtoglow di platform TikTok Shop. Pendekatan kuantitatif bermetode survei digunakan terhadap 122 responden mahasiswa di Kota Medan. Teknik analisis melalui regresi linier berganda guna pengujian pengaruh simultan dan parsial dari kedua variabel independen terhadap variabel dependen. Hasil membuktikan baik bundling product maupun diskon harga memiliki pengaruh positif dan signifikan secara parsial maupun simultan terhadap minat beli.
Memahami Keputusan Pembelian Produk Sunscreen Azarine: Peran Pemasaran Influencer dan Citra Merek pada Mahasiswa Kota Medan Sihotang, Anindya Windy; Greasia Oriza Sitio; Putri Patricia Sitinjak; Onan Marakali Siregar; Yossie Rossanty
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 4 No. 1 (2025): April: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v4i1.5776

Abstract

The purpose of this research is to learn how certain students in Medan City are influenced to buy Azarine sunscreen products by influencer marketing and brand image. More and more people, particularly students, are realizing the need of preventing sun damage to their skin, therefore sunscreen solutions have quickly become an integral part of skin care regimens. Researchers in this research used a quantitative approach by surveying people who had used Azarine products. Using SPSS software version 29, the data that was obtained was examined. The findings show that consumers are influenced by both favorable brand image and influencer marketing, which has a major impact on their purchase choices. There is a significant relationship between the dependent variable and each of the independent variables.
Pengaruh Sosial Media Marketing dan Online Review terhadap Pembelian Berulang di Kopi Kenangan Kota Medan: Penelitian Onan Marakali Siregar; Yossie Rossanty; Chika Naibaho; Ariq Wiratama Nasution; Dear Selvanathan Sinaga
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.1566

Abstract

This study aims to analyze the partial and simultaneous influence of social media marketing and online reviews on repurchase intention among Kopi Kenangan customers in Medan City. This research employs a quantitative approach, with data collected through questionnaires distributed using a purposive sampling technique to 106 respondents who met the specified criteria. The collected data were analyzed using multiple linear regression analysis with the aid of SPSS software. The results indicate that social media marketing has a significant positive partial effect on repurchase intention (tstatistic​ = 7.256 > ttable​ = 1.659). Similarly, online reviews also show a significant positive partial effect on repurchase intention (tstatistic​ = 4.560 > ttable​ = 1.659). Simultaneously, both independent variables have a significant effect on repurchase intention (Fstatistic​ = 26.408 > Ftable​ = 3.09). The coefficient of determination (R2) of 0.339 indicates that 33.9% of the variance in repurchase intention can be explained by social media marketing and online reviews, while the remainder is influenced by other factors. These findings confirm that digital engagement through social media and the management of online reputation are crucial strategies for fostering loyalty and repeat purchases in the modern coffee shop industry.
ANALYSIS OF BRAND IMAGE AND TRUST TOWARDS TAXPAYER LOYALTY IN LUBUK PAKAM DISTRICT THROUGH TAXPAYER COMMITMENT Safii; Erwansyah; Yossie Rossanty
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.4139

Abstract

This study aims to analyze the influence of brand image and trust on taxpayer loyalty with commitment as an intervening variable in taxpayers registered in Lubuk Pakam District. The background of this study departs from the phenomenon of low taxpayer loyalty indicated by formal compliance without being followed by sustainability in tax payments. This study uses a quantitative approach with a survey method on 97 respondents determined by the Slovin formula from a population of 3,875 taxpayers. Data were analyzed using Partial Least Square (PLS) through validity, reliability, R-square, and path analysis tests. The results show that brand image has a positive but insignificant effect on loyalty, while brand image has a positive and significant effect on commitment. Trust is proven to have a positive and significant effect on both loyalty and commitment. In addition, commitment has a positive and significant effect on taxpayer loyalty. The indirect effect test shows that commitment mediates the influence of brand image and trust on taxpayer loyalty. The R-square value of 0.639 for commitment and 0.809 for loyalty indicates that this research model has strong explanatory power. This study concludes that increasing taxpayer loyalty in Lubuk Pakam District is more effective through strengthening commitment, built on positive perceptions of brand image and trust in tax institutions. The results are expected to provide input for tax authorities in formulating public service and communication strategies oriented towards sustainably increasing taxpayer loyalty.
Pengaruh Brand Image dan Customer Exprience terhadap Perilaku Showrooming Konsumen Generasi Z: Studi pada Oh Some Kota Medan Tandean , Handoko; Rani, Ade; Hasibuan , Febri Sanrina; Siregar, Onan Marakali; Rossanty, Yossie
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.773

Abstract

Perkembangan teknologi digital telah memunculkan fenomena showrooming, terutama di kalangan Generasi Z yang lebih memilih melakukan pembelian online setelah mencoba produk di toko fisik. Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan customer experience terhadap perilaku showrooming konsumen Gen Z di toko Oh Some Kota Medan. Metode penelitian yang digunakan dalam penelitian ini yaitu penelitian asosiatif dengan mengadobsi pendekatan kuantitatif dengan memakai metode survei, peneliti mengenakan perangkat lunak Smart PLS yang mempunyai keunggulan karna tidak menetapkan batas minimum jumlah sampel. Berdasarkan pertimbangan peneliti memutuskan buat menetapkan jumlah responden sebanyak 100 orang selaku sampel dalam penelitian ini. Metode analisis data ialah proses yang dilakukan setelah dari semua responden atau sumber informasi yang sudah terkumpul. Analisis Partial Least Square (PLS) diterapkan dalam penelitian ini sebagai metode analisis statistik yang dapat mendukung peneliti dalam menghasilkan konstruk laten yang digunakan dalam proses prediksi Hasil penelitian menunjukkan bahwa Customer Experience terbukti signifikan memengaruhi perilaku showrooming konsumen Generasi Z di Oh Some Kota Medan (T = 3.547; *p* < 0.001), terutama didorong oleh sensitivitas harga yang mendorong pemanfaatan toko fisik sebagai ruang verifikasi produk sebelum pembelian online. Sedangkan Brand Image tidak menunjukkan pengaruh signifikan (T = 1.491; *p* = 0.136) akibat orientasi pragmatis Gen Z Medan yang mengabaikan citra merek prestisius (X1.2 loading 15.313) tanpa dukungan nilai ekonomis konkret. Temuan ini menegaskan bahwa pengalaman pelanggan yang positif di toko fisik justru dimanfaatkan oleh konsumen untuk memverifikasi produk sebelum melakukan pembelian online, sehingga strategi pemasaran perlu diarahkan untuk mengintegrasikan saluran online dan offline secara efektif
Co-Authors , Elfitra Desy Surya Ahmad Rafiki Ari Prabowo Ariq Wiratama Nasution Aulia Ramadhan Tanjung B, Mesra Bambang Surya Adji Syahputra Bambang Surya Adji Syahputra Beby Sendy Chika Naibaho Dear Selvanathan Sinaga Dini Julia Sari Siregar Erwansyah Etty Sri Wahyuni Fitriani Tobing Greasia Oriza Sitio Gurning, Gratia Nanggar Yati Harahap, Ramadhan Hasibuan , Febri Sanrina Hawawari, Muhammad Fadhiil Irawan, Irawan Ku Halim bin Ku Ariffin Lorencia, Bella M. Chaerul Rizky Mahari, Nagita Suci Maria Theresa, Maria Muammar Rifqi Muhammad Dharma Tuah Putra Nasution Nasution, Rani Ramadhani Nitami, Devi Andri Novita, Ririn Septiana Nur Asyiqin Binti Abdul Manaf Nurbaiti Nurbaiti Pahlufi, Cut Kesuma Pangabean, Rahmad Ridwan Pipit Buana Sari Putri Patricia Sitinjak Ramadhan Harahap Ramadhan Harahap Ramadhan Tanjung, Aulia Rani, Ade Safii Saragih , Dearna Jefani Br Sari, Pipit Buana SATRIYAS ILYAS Sembiring, Natalin Pepayosa Sendy, Beby Sianturi, Ester Cahyani Sihotang, Anindya Windy Sinaga, Yosafhat Glenniel Clinton Siregar, Dini Julia Sari Siregar, Onan Marakali Surya Bakti Syafrida Hafni Sahir Tandean , Handoko Tirta Wiradana, Arif Vita Cita Emia Tarigan Cita Emia Tarigan Yuliani, Dara