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All Journal Jurnal Studi Manajemen Organisasi Hasil Pengabdian Kepada Masyarakat IKRA-ITH EKONOMIKA JABE (Journal of Applied Business and Economic) Aptisi Transactions on Technopreneurship (ATT) 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 GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Kajian Branding Indonesia Jurnal Akuntansi, Manajemen dan Bisnis Digital Journal of Social Interactions and Humanities (JSIH) Journal of Legal and Cultural Analytics (JLCA) Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Journal of Management, Economic, and Accounting Blantika : Multidisciplinary Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Social Society Jurnal Akuntansi Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
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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The Effect of Brand Image and Product Quality on Purchase Decisions of Frozen Food Products with Purchase Interest as an Intervening Variable on Consumers of PT Madusari Nusaperdana in Medan City Nasution, Willy Zek; Rossanty, Yossie; Pane, Dewi Nurmasari
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.572

Abstract

This study aims to analyze the effect of brand image and product quality on frozen food purchase decisions, with purchase intention as an intervening variable among consumers of PT Madusari Nusaperdana in Medan City. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to consumers who had purchased products from PT Madusari Nusaperdana and were analyzed using regression analysis and mediation testing to examine both direct and indirect effects among variables. The results indicate that brand image and product quality have a positive and significant effect on purchase intention and also exert a positive and significant effect on purchase decisions. Furthermore, purchase intention is found to have a positive and significant effect on purchase decisions. Mediation analysis confirms that purchase intention mediates the relationship between brand image and product quality and purchase decisions. These findings suggest that strengthening brand image and improving product quality can enhance consumers’ purchase intention, which in turn leads to higher purchase decisions for frozen food products. The practical implication of this study highlights the importance of consistent brand-building strategies and quality control in increasing a company’s competitiveness.
How Ambidextrous Marketing Capabilities Mediate the Impact of Market Knowledge Breadth on Innovation Performance: A Conceptual Model Muhammad Dharma Tuah Putra Nasution; Yossie Rossanty; Ramadhan Harahap; Aulia Ramadhan Tanjung
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; Rani Ramadhani Nasution
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.
Analysis Of Tourism Attractions, Tourism Image, And Promotion On Visit Decisions At The Bukit Lawang Water Tourism Destination Napitupulu, Olim Hanafiah; Diana , Yana; Rossanty, Yossie
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1483

Abstract

This study aims to analyze the influence of tourist attractions, destination image, and promotion on tourists’ visiting decisions at the Bukit Lawang water tourism destination. The study employs a quantitative approach using a survey method. The research instrument is a Likert-scale questionnaire. The sampling technique uses purposive sampling involving tourists who have visited Bukit Lawang. Data analysis methods include descriptive statistics, validity testing, reliability testing, classical assumption tests, and multiple linear regression analysis. Data processing is conducted using the SPSS application. The results indicate that tourist attractions and destination image have a positive and significant partial effect on visiting decisions. Promotion has a positive but not significant effect on visiting decisions. Simultaneously, tourist attractions, destination image, and promotion have a significant effect on visiting decisions. Destination image is the most dominant variable influencing tourists’ visiting decisions.
Analysis Of Product Quality And Promotion On Purchasing Decisions For Nias Specialty Foods At Wery Bakery Harefa, Eldaa Yuannda; Rossanty, Yossie
Journal of Management, Economic, and Accounting Vol. 5 No. 3 (2026): July
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i3.1540

Abstract

This study aims to determine the effect of product quality and promotion on the decision to purchase Nias souvenirs at Wery Bakery. This study was conducted from December 2024 to April 2025. The population and sample of this study consisted of 86 respondents. Data processing was performed using SPSS Version 26. Data testing was conducted using classical assumption tests and multiple linear regression. The calculated t-value for product quality was 3.565 > t-table 1.66 and significance 0.001 < 0.05, indicating that product quality partially has a positive and significant effect on purchasing decisions. The t-value for promotion was 15.667 > t-table 1.66 and significance 0.000 < 0.05, so promotion partially had a positive and significant effect on purchasing decisions. The F test results show that the calculated F value is 561.965 > the table F value of 2.48 with a significance value of 0.000 < 0.005, meaning that product quality and promotion simultaneously have a significant effect on purchasing decisions. The R² test result is 0.931, meaning that 93.1% of purchasing decisions can be obtained and explained by the variables of product quality and promotion.
Building Brand Identity and Digital Marketing for the MSME Coffee Shop Petro’s Coffee Relevant to Gen Z and Millennials in Dairi Sidikalang Tarigan, Ester Petronella; Rossanty, Yossie; Pane, Dewi Nurmasari
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 3 (2026): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i3.11301

Abstract

Brand identity is a crucial factor in shaping consumer perceptions and product differentiation in competitive markets. This study investigates the effects of brand identity and digital marketing on visit intention and purchase decision among Generation Z and Millennial consumers at a local coffee SME (PETRO’S COFFEE) in Sidikalang, Indonesia, with electronic word of mouth (e-WOM) as a mediating variable. A quantitative explanatory approach was employed using purposive sampling, resulting in 117 valid respondents who had made purchases within the last six months. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that brand identity has a positive and significant effect on visit intention, while digital marketing significantly influences purchase decision both directly and indirectly through e-WOM. The mediating role of e-WOM indicates that online reviews and consumer-generated recommendations strengthen the effectiveness of digital marketing communication. The coefficient of determination values demonstrate moderate to strong predictive power of the proposed model. This study contributes to the branding and digital marketing literature by providing empirical evidence from local coffee SMEs in non-metropolitan areas. Practically, the findings offer strategic insights for SME owners to integrate strong brand identity with digital marketing initiatives to engage younger consumers more effectively
Co-Authors , Elfitra Desy Surya Ahmad Rafiki Ari Prabowo Arimbi, Suci Ariq Wiratama Nasution Aulia Ramadhan Tanjung Azzahroh, Maziah B, Mesra Baehaqi Bambang Surya Adji Syahputra Bambang Surya Adji Syahputra Beby Karina Fawzeea Sembiring Beby Sendy Chika Naibaho Dear Selvanathan Sinaga Denia, Tarissa Dewi Nurmasari Pane Diana , Yana Dini Julia Sari Siregar Endang Sulistya Rini Erwansyah Erwansyah Erwansyah Etty Sri Wahyuni Fitriani Tobing Greasia Oriza Sitio Gurning, Gratia Nanggar Yati Harahap, Ramadhan Harefa, Eldaa Yuannda Hasibuan , Febri Sanrina Hawawari, Muhammad Fadhiil Irawan, Irawan Januardi Sidauruk Ku Halim bin Ku Ariffin Lorencia, Bella M. Chaerul Rizky Mahari, Nagita Suci Maria Theresa, Maria Muammar Rifqi Muhammad Dharma Tuah Putra Nasution Napitupulu, Olim Hanafiah Nasution, Rani Ramadhani Nasution, Thorique Akbar Maulana Nasution, Willy Zek 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 Ramadhani Nasution 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 Tanjung, Aulia Ramadhan Tarigan, Ester Petronella Tirta Wiradana, Arif Vita Cita Emia Tarigan Cita Emia Tarigan yeni absah Yuliani, Dara