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Cahyadi, Willy
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Pengaruh Social Media Marketing Terhadap Keputusan Pembelian dengan Kepuasan Konsumen Sebagai Variabel Intervening pada Rumah Tanda Tangan Bagas Afriansyah Dewa; Muhammad Sandy Pratama; Willy Cahyadi; Cici Puspaningrum
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.8898

Abstract

This study aims to determine the Influence of Social Media Marketing on Purchasing Decisions with Consumer Satisfaction as an Intervening Variable at Rumah Tandatangan. The analysis method used in this study is using an instrument test, namely validity and reliability tests. Classic assumption tests, namely normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, determination coefficient analysis (R2), hypothesis tests, namely T Test and Path Analysis. The results of the study indicate that Social Media Marketing Affects Consumer Satisfaction at Rumah Tandatangan, Social Media Marketing Affects Purchasing Decisions at Rumah Tandatangan, Consumer Satisfaction Does Not Affect Purchasing Decisions at Rumah Tandatangan, Social Media Marketing Does Not Affect Purchasing Decisions with Consumer Satisfaction as an Intervening Variable at Rumah Tandatangan.
Pengaruh Content Marketing Terhadap Keputusan Pembelian Melalui Customer Engagement pada Mickey Dimsum Tebing Tinggi Zery Febriano; Rizki wahyudi; Willy Cahyadi; Limega Candrasa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.8902

Abstract

This study aims to determine the Influence of Content Marketing on Purchasing Decisions Through Customer Engagement at Mickey Dimsum Tebing Tinggi. The research method used is a quantitative method using Smart PLS version 3.0. The questionnaire was distributed to 100 respondents. The data analysis method used in the study is the measurement model (outer model), namely the validity test, reliability test, then the structural model (inner model) including: coefficient of determination/r-square (r2) and hypothesis testing with t-statistics and indirect effect tests. The results of Smart PLS 3.0 in this study are that Content Marketing has an effect on Customer Engagement at Mickey Dimsum Tebing Tinggi, Content Marketing has an effect on Purchasing Decisions at Mickey Dimsum Tebing Tinggi, Customer Engagement has no effect on Purchasing Decisions at Mickey Dimsum Tebing Tinggi, Content Marketing has no effect on Purchasing Decisions mediated by Customer Engagement at Mickey Dimsum Tebing Tinggi.
PENGEMBANGAN PRODUK DAN KUALITAS UMKM DI KELURAHAN MEKAR SENTOSA KECAMATAN RAMBUTAN KOTA TEBING TINGGI Ingan Malem Tarigan; Ivana Supi Al Amudi; Irham Lubis; Huswatun Fatimah; Rizka Dina Aditya; Rahmad Mugi Pramana; Deva Afandi; Hadi Purwanto; Imelda Mardayanti; Willy Cahyadi; Rapat Piter Sony
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 6 (2024): Vol. 5 No. 6 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i6.40420

Abstract

Usaha Mikro Kecil dan Menengah (UMKM) adalah penggerak perekonomian terbesar di Indonesia. Namun banyak pelaku UMKM dalam melakukan pemasaran masih secara konvensional sehingga omset dan keuntungan tidak maksimal. Kelurahan Mekar Sentosa Kecamatan Rambutan Kota Tebing Tinggi memiliki potensi pengembangan usaha UMKM, namun banyak dari usaha tersebut mengalami kendala terutama dalam melakukan pemasaran produknya yakni menggunkan cara-cara konvensional sehingga jangkauan pasar sasaran masih sempit. Oleh karena itulah perlu dilakukan pelatihan dan pendampingan mengenai pentingnya pengembangan  usaha dengan cara pengenalan produk, perbaikan produksi dan cara pengolahan  melalui pembuatan logo/stiker nama pada kemasan serta upaya pemasaran produk dalam menjangkau pangsa pasar yang lebih luas. Tujuan kegiatan ini adalah meningkatkan pemahaman pelaku UMKM mengenai pentingnya packaging sebagai salah satu strategi penjualan dan pentingnya pemanfaatan media digital sebagai media promosi dan transaksi jual-beli untuk memperluas jangkauan pasar. diikuti oleh beberapa pelaku UMKM di Kelurahan Mekar Sentosa. Hasil yang diperoleh dari kegiatan ini adalah peningkatan pemahaman pelaku UMKM mengenai pentingnya perbaikan packaging dan digital marketing sebagai media pemasaran. Luaran yang dihasilkan dari kegiatan ini adalah akun digital sebagai media pemasaran produk dan kemasan produk yang menarik.
Analisis Pengaruh Proses Rekrutmen Pegawai Pemerintah dengan Perjanjian Kerja (PPPK) terhadap Persepsi Pekerjaan Layak ASN di Kota Tebing Tinggi Nur Halimah; Rusmewahni Rusmewahni; Firman Suranta; Willy Cahyadi
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 2 (2026): June: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i2.3896

Abstract

This study is motivated by the importance of the recruitment process of Government Employees with Work Agreements (PPPK) in shaping perceptions of decent work among State Civil Apparatus (ASN). The objective of this research is to analyze the effect of the PPPK recruitment process on the perception of decent work among ASN in Tebing Tinggi City. This study employs a quantitative approach using a survey method by distributing questionnaires to 92 PPPK ASN respondents. The data analysis techniques include classical assumption tests, simple linear regression, coefficient of determination, and hypothesis testing using SPSS. The results show that the PPPK recruitment process has a positive and significant effect on the perception of decent work among ASN, with a contribution of 78.2%. This indicates that the better the implementation of a transparent, objective, and merit-based recruitment process, the higher the employees’ perception of decent work. The implications of this study emphasize the importance of improving the quality of the PPPK recruitment system to support the creation of professional ASN and enhance employee trust and job satisfaction within government institutions.
Pengaruh Gaya Kepemimpinan, Disiplin dan K3 terhadap Kepuasan Kerja Karyawan di PT Darmasindo Intikaret Rahayu Rahayu; Winda Kristiyani Br Purba; Aisyah Siregar; Willy Cahyadi
Jurnal Riset Ekonomi dan Akuntansi Vol. 4 No. 2 (2026): JURNAL RISET EKONOMI DAN AKUNTANSI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrea-itb.v4i2.4023

Abstract

The rubber processing manufacturing company PT Darmasindo Intikaret Tebing Tinggi is encountering more and more intense competition. So, managing human resources, the company's most valuable asset, is a top priority alongside meeting financial and operational goals. In human resource management, employee happiness is a key performance measure. Leadership style, discipline, and K3 are all variables that this study hopes to identify and examine in some detail. This research falls under the category of development studies and employs a quantitative methodology. This research makes use of both primary and secondary sources for its data. Findings from both primary and secondary sources are used into this research. People who work in production at PT. Darmasindo Intikaret were the subjects of this research. According to the results of the complete sampling method, the milling production staff consists of 34 individuals. In this study, the entire population is employed as a sample. The data analysis techniques utilised in this study included reliability and validity tests, tests for classical assumptions like normality and multicollinearity and heteroscedasticity, and tests for multiple regression, determination coefficients, and hypotheses like the F and T tests. Leadership style significantly and positively affects employee job satisfaction, according to the study's results. There is a favourable and statistically significant relationship between discipline and employee job satisfaction, and K3 is no exception. Employees' happiness on the job is influenced by a number of factors, including leadership style, discipline, and K3. The significance of enhancing the quality of leadership style, discipline, and 3 in boosting employee job satisfaction in a firm, particularly manufacturing companies, can be demonstrated by doing this study.
Determinan Keputusan Pembelian iPhone di Kalangan Generasi Z Dalam Mendukung Pertumbuhan Ekonomi Digital Dayu Sobirin; Hafiz Fathan lubis; Didik Gunawan; Willy Cahyadi
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 12 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i12.2329

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan gaya hidup hedonis terhadap keputusan pembelian iPhone di kalangan Generasi Z serta peran moderasi gaya hidup hedonis pada hubungan tersebut. Penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak 97 responden Generasi Z pengguna iPhone di Kota Tebing Tinggi yang dipilih melalui teknik non-probability sampling. Data dikumpulkan melalui survei daring dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk dan gaya hidup hedonis berpengaruh signifikan terhadap keputusan pembelian. Namun, gaya hidup hedonis tidak memoderasi hubungan antara kualitas produk dan keputusan pembelian. Nilai Adjusted R² sebesar 0,534 menunjukkan bahwa model mampu menjelaskan 53,4% varians pada keputusan pembelian. Penelitian ini memberikan kontribusi teoritis terhadap perilaku konsumen digital dan implikasi praktis bagi strategi pemasaran produk premium di era ekonomi digital Indonesia.
Strategi Discount Dan Live Streaming Dalam Meningkatkan Brand Image Serta Implikasinya Pada Keputusan Pembelian Produk Glad2Glow Untuk Mendukung Produktivitas Ekonomi Rika Sartika; Muthia Chairunisa Nasution; Rakhmawati Purba; Willy Cahyadi
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 12 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i12.2342

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh strategi discount dan live streaming dalam meningkatkan brand image serta implikasinya pada keputusan pembelian produk Glad2Glow untuk mendukung produktivitas ekonomi. Metode penelitian yang digunakan adalah metode kuantitatif menggunakan SmartPLS versi 3.0. populasi penelitian adalah Followers akun Tik Tok @glad2glow_id dengan kuisioner disebarkan kepada 100 responden. Metode analisis data yang digunakan dalam penelitian ini adalah model pengukuran (model luar), yaitu uji validitas, uji reliabilitas, kemudian model struktural (model dalam) yang meliputi: koefisien determinasi/r-kuadrat (r²) dan pengujian hipotesis dengan uji statistik t dan uji pengaruh tidak langsung. Hasil dalam penelitian ini adalah strategi discount dan live streaming berpengaruh terhadap brand image pada produk Glad2Glow. Strategi discount tidak berpengaruh terhadap keputusan pembelian dan live streaming serta brand image berpengaruh terhadap keputusan pembelian produk Glad2Glow. Brand image dapat memediasi strategi discount dan live streaming terhadap Keputusan pembelian produk Glad2Glow untuk mendukung Produktivitas Ekonomi.
THE MEDIATING EFFECT OF LIFESTYLE ON THE INFLUENCE OF COUNTRY OF ORIGIN AND FANATICISM ON CUSTOMER LOYALTY Sophia Purnama Simanjuntak; Jenny Yulis Sara Azhari; Sarwoto; Willy Cahyadi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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

Abstract

This research investigates the impact of experiential consumption in Tebing Tinggi City's culinary MSME industry, specifically focusing on the shift from traditional bamboo steamers (klakat) to cost-efficient alternatives. This transition risks eroding product authenticity and long-term customer loyalty. The study empirically analyzes the influence of Country of Origin (COO) and consumer fanaticism on customer loyalty, with lifestyle serving as a mediating variable. Using a descriptive quantitative approach, data were collected from consumers of five specialized dimsum outlets and analyzed via Structural Equation Modeling (SEM-PLS) using SmartPLS 3.8. The findings reveal that while COO and fanaticism positively and significantly influence lifestyle, their direct impact on customer loyalty is insignificant. Instead, the study confirms a full mediation effect, demonstrating that lifestyle is the critical bridge between these factors and loyalty. The novelty of this research lies in recontextualizing the COO variable—traditionally used in global manufacturing—to evaluate the physical attributes of regional culinary artifacts. Practically, the study recommends that MSME actors preserve traditional bamboo steamer elements as a strategic instrument to foster an active urban lifestyle ecosystem, thereby securing long-term consumer loyalty.
Reaksi Pasar Modal terhadap Pengumuman Buyback Saham di Bursa Efek Indonesia: Analisis Abnormal Return Periode 2020-2025 Anjudia Samosir; Lija Romauli Hutajulu; Didik Gunawan; Willy Cahyadi
Jurnal Kajian dan Penelitian Umum Vol. 4 No. 3 (2026): Juni: Jurnal Kajian dan Penelitian Umum
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/jkpu-nalanda.v4i3.2362

Abstract

This study analyzes market reactions to stock buyback announcements on the IDX for the 2020-2025 period, focusing on the differences in AAR and ATVA before and after the announcement. The event study method used 198 samples (purposive sampling), with an 11-day event window (D-5 to D+5). AAR was calculated using a market-adjusted model, and ATVA was based on the volume ratio. The Wilcoxon test was used because the data was not normal. Results: AAR increased descriptively (-0.07262 to 0.08903), ATVA increased (2.42976 to 3.56669), but the Wilcoxon test showed no significance (AAR p=0.608; ATVA p=0.158). H₁ and H₂ were rejected, meaning the market did not respond significantly. This study tests Signaling Theory and the semi-strong form of the EMH in emerging markets during prolonged macroeconomic shocks and extends the empirical evidence to 2025. The results are expected to indicate whether the Indonesian capital market reacts significantly (semi-strong form information efficiency), as indicated by positive and significant abnormal returns around the announcement window, or whether it exhibits no significant response. The findings of this study have important implications for issuers in determining strategic corporate timing and for investors in formulating trading strategies to capitalize on event-driven momentum in emerging markets.
THROUGH BRAND IMAGE, PRICE PERCEPTION, AND WORD OF MOUTH) ON THE DECISION TO PURCHASE SYIFA POTATO DONUTS Rizki Ayunda Lestari; Anastasya Putri Khumaira.S; Rakhmawati Purba; Willy Cahyadi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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

Abstract

This study aims to analyze the influence of Brand Image, Price Perception, and Word of Mouth (WOM) on purchasing decisions of Syifa Potato Donuts in Tebing Tinggi, North Sumatra, amidst tight culinary competition. Using a quantitative approach with SmartPLS analysis on 96 consumer respondents through a Likert scale questionnaire, the results show that partially the three variables have no significant effect (t-statistic <1.96), but simultaneously have a positive and significant effect (F-count 10.2469> F-table 3.09) with a contribution of 51.5% (R-square 0.515). The conclusion emphasizes an integrated strategy of the three factors to build competitive advantage.
Co-Authors Adrian Fahrozi Agnes Theresia Hutapea Agus Triyanda Sinaga Aini, Fuji Asih Aisyah Siregar Aisyah Siregar Aisyah Sirgear Alimul Hakim Anastasya Putri Khumaira.S Andika Andiny Andrian Rinaldi Manik Angge Lya Anjudia Samosir Annisa Nurul Hidayah Aprilia Jennifer Lie Ari Andika Augustama Sabam Pasaribu Ayunda Safitri Bagas Afriansyah Dewa Bobby Hartanto Cahyadi, Lukieto Calen Candrasa, Limega Carnelius Ricardo Christin Natalia Sianipar Christinna Chen Cici Puspaningrum Cici Puspaningrum Dayu Sobirin Dea Putri Ananda Dedy Dwi Arseto Dedy Dwi Arseto Deva Afandi Didik Gunawan Didik Gunawan Didik Gunawan Didik Gunawan Dimas Pranaditya Lubis Doran Saragih Dwinov, Tania Eka Mayastika Sinaga Elina Maisyarah Etika Sri Mardiandani Fahreza, Abdi Fahrizal Perangin Angin Fatia Amanda Ferawati Artauli Hasibuan Firman Suranta Gladiska Alifia Alfatha Gunawan, Didik Hadi Purwanto Hafiz Fathan lubis Horas Djulius Huswatun Fatimah Hutauruk, Rapat Piter Sony Idzni Syafitri Ika Ramadani Imam Muarif Imelda Mardayanti Ingan Malem Tarigan Irham Lubis Ivana Supi Al Amudi Ivana Supi Al Mudi Ivana Supi Al’amudi Jenny Yulis Sara Azhari Kiki Fitri Yanda Harahap Kurniawati, Tri Ade Leonardo Chen Lija Romauli Hutajulu Mangasi Sinurat Mangasi Sinurat Mangasi Sinurat Marissa Natalia Pardede Masnun Sari Maulana Ridho Pratama Damanik Maya Puspa Rivanita Muhammad Fahrezi Agesi Muhammad Haikal Khadafi Muhammad Ichsan Fauzan Muhammad Ridho Akbar Lubis Muhammad Rizky Panjaitan Muhammad Rizvy Qaswieny Muhammad Sandy Pratama Musparina Muthia Chairunisa Nasution Nur Halimah Nurul Chalijah Rangkuti Nurul Wardah Nurwijayanti Putri Adella Putri Andriani Putri Darmayanti Ode Tanjung Putri Nabila Ningsih Sitorus Rahayu Rahayu Rahayu Rahayu Rahmad Mugi Pramana Rakhmawati Purba Rambe, Nadiva Aura Innaya Ramitha, Aulya Rapat Piter Sony Rapat Piter Sony Richard Berlien Richard Gultom Rika Sartika Rizka Dina Aditya Rizki Ayunda Lestari Rizki Farhan Alfi Alfi Rizki suci Ramadhani Rizki wahyudi Rizki Wulanita Batubara Rosmiati Kristin Rumiris Siahaan Rusmewahni Rusmewahni Rusmewahni Rusmewahni Sari, Rani Puspita Sarwoto Sarwoto Sianipar, Cristin Natalia simanjuntak, ferdinand Sinaga, Sahat Sinurat, Mangasi Siregar, Aisyah Sophia Purnama Simanjuntak Susi Yana Suwadi Suwadi Suwita, Alya Syafrizal, Rodi Syahraini Balqis Al-Husna Thesya Amelia Damanik Tri Lestari Winda Kristiyani Br Purba Wisnu Setiazid Sinaga Yenni Arfah Yula Anggi Kristiani Yulia Putri Tio Zery Febriano