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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) 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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Pengaruh Konten Video Pendek dan Influencer Marketing di TikTok terhadap Keputusan Pembelian Produk Skintific: Studi Kasus Endorsement “Tasya Farasya Approve” pada Generasi Z di Kota Medan Gurning, Gratia Nanggar Yati; Saragih , Dearna Jefani Br; Sinaga, Yosafhat Glenniel Clinton; 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.5.1.2025.783

Abstract

Urgensi dari penelitian ini adalah untuk memahami bagaimana perubahan perilaku konsumen akibat perkembangan teknologi digital, khususnya di kalangan Generasi Z, memengaruhi keputusan pembelian produk. TikTok telah muncul sebagai platform pemasaran yang kuat dengan memanfaatkan konten video pendek dan strategi endorsement oleh influencer. Dalam konteks ini, penelitian bertujuan untuk menganalisis pengaruh konten video pendek dan influencer marketing, khususnya endorsement “Tasya Farasya Approve”, terhadap keputusan pembelian produk skincare merek Skintific di kalangan konsumen Generasi Z di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif asosiatif. Data dikumpulkan melalui penyebaran kuesioner daring kepada 100 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria usia 12–27 tahun, berdomisili di Medan, dan pernah melihat konten promosi Skintific di TikTok. Analisis data dilakukan melalui uji validitas dan reliabilitas, analisis deskriptif, uji asumsi klasik, serta regresi linier berganda menggunakan SPSS versi 26. Hasil penelitian menunjukkan bahwa konten video pendek (X1) memiliki pengaruh signifikan terhadap keputusan pembelian (Y) dengan nilai t = 5,313 dan p = 0,000. Demikian pula, influencer marketing (X2) menunjukkan pengaruh yang lebih dominan dengan nilai t = 6,487 dan p = 0,000. Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian (F = 121,75; p = 0,000) dengan koefisien determinasi (R²) sebesar 0,721, yang berarti 72,1% variasi keputusan pembelian dijelaskan oleh kedua variabel tersebut. Temuan ini menegaskan pentingnya pemanfaatan strategi pemasaran digital yang disesuaikan dengan karakteristik Generasi Z. Penelitian ini memberikan kontribusi teoritis terhadap literatur perilaku konsumen digital serta rekomendasi praktis bagi pelaku industri kecantikan dalam menyusun strategi promosi yang efektif melalui platform TikTok.
THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS THROUGH CONSUMER BUYING INTEREST AS AN INTERVENING VARIABLE CASE STUDY OF COFFEE SHOP KOPIKUNI MEDAN Muammar Rifqi; Yossie Rossanty; Elfitra Desy Surya
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 5 (2023): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i5.1132

Abstract

The culture of drinking coffee is not just thirst-quenching but can be a companion to daily activities such as gathering with friends, running a business, attending reunions, and so on. As a result, the culture of drinking coffee has become an integral part of our lifestyle, yet we continue to ignore the fact that it has caused the popularity of coffee consumption to skyrocket. This type of research uses a quantitative approach. This research was conducted at Kopikuni Medan. The sample of this research is 22 X 5 110 respondents. Test the validity and suitability of the model Loading Factor, Average Variance Extracted (AVE), and Composite Reliability. Data analysis techniques used the Structural Equation Modeling (SEM) method to test the hypotheses in this study. Purchase intention has a positive and significant effect on purchase decision Social media marketing has a positive and significant effect on purchase intention Social media marketing has a positive and significant effect on purchase decision Social media marketing has an effect on purchase decision through purchase intention. This study concludes that the variable of social media marketing that is the most significant in purchasing decisions are context and communication. Therefore, Kopikuni is advised to optimize the context and communication aspects of social media marketing by paying attention to the delivery of messages, message designs, and content posted via Kopikuni social media. Thus, Kopikuni can be remembered more by customers.
Pengaruh Customer Experience dan Kualitas Pelayanan terhadap Niat Kunjungan Ulang Konsumen Wizzmie Theresa, Maria; Sianturi, Ester Cahyani; Nurbaiti, Nurbaiti; Rossanty, Yossie; Siregar, Onan Marakali
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.119-130

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan kualitas pelayanan terhadap niat kunjungan ulang konsumen Wizzmie, sebuah brand makanan cepat saji lokal di Kota Medan. Penelitian menggunakan pendekatan kuantitatif kausal dengan pengumpulan data melalui kuesioner yang disebarkan langsung kepada 100 responden di dua cabang Wizzmie Kota Medan (Karya Wisata dan Pancing). Data dianalisis menggunakan SPSS melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap niat kunjungan ulang. Kualitas pelayanan juga memiliki pengaruh positif dan signifikan terhadap niat kunjungan ulang. Secara simultan, kedua variabel memberikan kontribusi yang signifikan dengan nilai koefisien determinasi (R²) sebesar 79,3%. Dari kedua variabel, kualitas pelayanan menjadi faktor yang paling dominan memengaruhi niat kunjungan ulang. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan dan penciptaan pengalaman pelanggan yang berkesan merupakan strategi utama dalam meningkatkan loyalitas pelanggan di bisnis makanan cepat saji lokal
The Impact of Technology and Social Media on Marriage and Divorce: A Study in Besilam Village, Langkat Regency Sendy, Beby; Rossanty, Yossie; Hawawari, Muhammad Fadhiil
Journal of Social Interactions and Humanities Vol. 3 No. 3 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jsih.v3i3.12471

Abstract

In today's rapidly evolving digital era, technology and social media have become integral parts of daily life. From connecting people worldwide to shaping how we communicate, work, and play, these advancements have profoundly transformed social, cultural, and economic dynamics. This article explores the significant role of technology and social media in the modern world and examines their influence on how we live, interact, and share information. While social media serves as an effective two-way communication tool, its impact can vary depending on how it is used. The concept of communication and information-sharing via computer networks, which predates modern social media, marked the foundation for what we now recognize as social media platforms. As technology and social media continue to advance, they have given rise to new societal phenomena, including divorces stemming from relationships formed through social media interactions. Remarkably, marriage ceremonies can now be conducted via video calls, and divorces can be finalized through video conferences. The ongoing development of technology has significantly broadened societal knowledge. The emergence of diverse social media platforms has further enabled people to expand their social networks and forge new friendships.
The Impact of Economic Factors as Causes of Domestic Violence in the Family (A Study of Besilam Village, Langkat Regency) Sendy, Beby; Rossanty, Yossie; Hawawari, Muhammad Fadhiil
Journal of Legal and Cultural Analytics Vol. 3 No. 4 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jlca.v3i4.12482

Abstract

Domestic Violence (DV) is a pervasive phenomenon that causes significant harm to all parties involved, encompassing social, psychological, and economic dimensions within the familial context. This study seeks to examine and elucidate the economic factors that contribute to the incidence of domestic violence in Besilam Village, Langkat Regency. Employing a qualitative research design through field study methods, data were collected via in-depth interviews with individuals who had either experienced or witnessed domestic violence, supplemented by participatory observations within the local community. The findings underscore the critical role of economic factors in precipitating domestic violence in the study area. To mitigate domestic violence in this village, a multidimensional approach integrating economic, social, and educational strategies is imperative. Moreover, the involvement of governmental and institutional stakeholders is essential in providing protective measures and support services for victims. Social campaigns aimed at enhancing public awareness of the adverse impacts of domestic violence are equally crucial. Domestic Violence (DV) also encapsulates gender-based violence within the private sphere. This form of violence frequently occurs in close personal relationships where the perpetrator is a familiar and trusted individual, such as a husband against his wife, a father against his child, an uncle against a niece or nephew, or a grandfather against a grandchild. Additionally, domestic violence is often characterized as violence against women perpetrated by family members bound by consanguinity.
The Influence of Product Quality and Service Speed on Purchasing Decisions for Coffee Carts on Gen Z in Medan City Siregar, Onan Marakali; Rossanty, Yossie; Yuliani, Dara; Sembiring, Natalin Pepayosa; Nitami, Devi Andri
JURNAL STUDI MANAJEMEN ORGANISASI Vol 22, No 2 (2025): 2025
Publisher : Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jsmo.v22i2.74865

Abstract

Coffee consumption trends among Generation Z have shown a significant increase, along with the proliferation of coffee cart businesses that offer practical products at affordable prices. However, amid increasingly fierce competition, business actors face challenges in maintaining the purchasing decisions of young consumers, especially among Gen Z. This study aims to analyze the effect of product quality and service speed on purchasing decisions for Gen Z consumers in Medan City. The approach used is quantitative with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. Data were obtained from 100 respondents, namely Gen Z who live in Medan City, and were collected through questionnaires and analyzed using SmartPLS. The results of the outer model evaluation show that all variable indicators are valid and reliable. The inner model evaluation also shows an R² value of 0.446, which means that product quality and service speed simultaneously explain 44.6% of the variability in purchasing decisions. The relationship between the independent and dependent variables partially and simultaneously both have a significant effect. The Q² value of 0.231 also indicates that the model has sufficient predictive relevance. The findings suggest that coffee cart businesses need to prioritize improving product quality and service speed to drive purchasing decisions among Generation Z Medan City.
The Effect of Live Broadcasting and Price Discounts on Purchase Decisions with Purchase Interest as A Variable in the Intervention of PT HM Sampoerna Medan Employees 1 Tirta Wiradana, Arif; Rossanty, Yossie; B, Mesra
Blantika: Multidisciplinary Journal Vol. 3 No. 11 (2025): Special Issue
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/blantika.v3i11.456

Abstract

Kemajuan teknologi digital, khususnya melalui platform e-commerce berbasis live streaming seperti TikTok Shop, telah mengubah perilaku konsumen secara signifikan. Penelitian ini menganalisis pengaruh live streaming dan diskon harga terhadap keputusan pembelian karyawan dalam konteks belanja online, dengan niat membeli sebagai variabel mediasi. Penelitian ini bertujuan untuk menguji pengaruh live streaming dan diskon harga terhadap keputusan pembelian karyawan dalam belanja online, dengan niat membeli sebagai variabel mediasi. Dengan menggunakan pendekatan kuantitatif dan analisis Partial Least Square (PLS), hasilnya mengungkapkan bahwa live streaming secara signifikan memengaruhi keputusan pembelian (p = 0,009) dan niat membeli (p = 0,001), sementara diskon harga juga memiliki pengaruh yang kuat dan signifikan terhadap keputusan pembelian (p = 0,000) dan niat membeli (p = 0,000). Namun, niat membeli tidak secara signifikan memengaruhi keputusan pembelian (p = 0,203), yang menunjukkan peran mediasinya tidak didukung. Temuan ini menunjukkan bahwa keputusan pembelian karyawan lebih langsung dibentuk oleh diskon harga dan aktivitas live streaming daripada oleh niat membeli saja, yang menekankan pentingnya strategi pemasaran langsung dan diskon dalam meningkatkan perilaku pembelian online di antara karyawan.
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 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 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 Tandean , Handoko Tirta Wiradana, Arif Vita Cita Emia Tarigan Cita Emia Tarigan Yuliani, Dara