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All Journal Jurnal Plans : Penelitian Ilmu Manajemen dan Bisnis Jurnal Mirai Management Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) IKRA-ITH EKONOMIKA AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM JURNAL MANAJEMEN BISNIS Ekonis : Jurnal Ekonomi dan Bisnis Jurnal Edueco Jurnal Mantik JURNAL LENTERA BISNIS Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management Community Development Journal: Jurnal Pengabdian Masyarakat GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Cakrawala Repositori Imwi Journal of Management and Bussines (JOMB) Insight Management Journal Prima Abdika: Jurnal Pengabdian Masyarakat Jurnal Arastirma Jurnal Ekonomi Jurnal Nasional Holistic Science Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Al-MIKRAJ: Jurnal studi Islam dan Humaniora Wahana Journal of Artificial Intelligence and Digital Business All Fields of Science Journal Liaison Academia and Sosiety Innovative: Journal Of Social Science Research Jurnal Nusantara Berbakti Research Horizon Jurnal Ekonomi Bisnis Manajemen dan Akuntansi (Jebisma) Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi PESHUM As-Syirkah: Islamic Economic & Financial Journal Jurnal Ilmu Manajemen METHONOMIX
Nurul Wardani Lubis
Management Study Program, Faculty Of Economics, Universitas Negeri Medan
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RESOURCE BASED VIEW (RBV) DALAM MENINGKATKAN KAPASITAS STRATEGIS PERUSAHAAN Nurul Wardani Lubis
Jurnal Ilmu Manajemen METHONOMIX Vol 6 No 1 (2023): Jurnal Ilmu Manajemen METHONOMIX
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/mtx.Vol6No1.pp14-26

Abstract

Pertumbuhan sektor industri yang terus berkembang menuntut perusahaan memiliki kemampuan daya saing yang tinggi. Perusahaan agar dapat bertahan dalam persaingan yang ketat dan tetap kompetitif dengan perusahaan lain dituntut untuk mampu berinovasi. Salah satu pendekatan internal yang dapat digunakan untuk menciptakan keunggulan kompetitif adalah dengan menggunakan Resource Based View (RBV). Metode Resource Based View (RBV) ini meneliti aset, keahlian, kemampuan, dan aset tidak berwujud perusahaan, termasuk sumber daya internal perusahaan, dan menentukan keunggulan strategisnya. Pendekatan Resource Based View (RBV) menyoroti kapabilitas dan sumber daya perusahaan yang unik bagi perusahaan tersebut dan menambah nilai signifikan bagi perusahaan. Dengan menggunakan teori Resource Based View (RBV) yang berfokus pada sumber daya yang dimiliki perusahaan dan kapabilitasnya dapat memberikan perspektif teoritis yang tepat untuk mengkaji bagaimana faktor internal dapat menjadi sumber daya untuk menghasilkan keunggulan bersaing guna meningkatkan kapasitas strategis perusahaan. Pembentukan framework dengan pendekatan Resource Based View (RBV) bagi perusahaan diharapkan dapat memberikan framework yang tepat untuk dapat memiliki daya saing yang tinggi bagi perusahaan yang bersumber dari pengelolaan dan penggunaan kapasitas dan sumber daya perusahaan.
PENGARUH HARGA DAN FASILITAS TERHADAP KEPUTUSAN BERKUNJUNG WISATA PANTAI PASIR PUTIH PARPAREAN KABUPATEN TOBA Retno S. Manurung; Nurul Wardani Lubis; Diana Hasyim
Jurnal Ilmu Manajemen METHONOMIX Vol 6 No 1 (2023): Jurnal Ilmu Manajemen METHONOMIX
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/mtx.Vol6No1.pp43-57

Abstract

This study aims to determine the effect of price and facilities on the decision to visit the Parparean White Sand Beach Tourism in Toba Regency. This study used quantitative methods and determined the sample using simple random sampling method with a total sample of 100 respondents. Data collection techniques in this study were carried out by distributing questionnaires with a Likert scale and statistically processed using multiple regression analysis with the help of the SPSS 21.0 calculator for windows. Hypothesis testing uses the f test, t test and the coefficient of determination previously the data has been tested using the validity test, reliability test and classic assumption test. The results of this study indicate that partially the price and facilities have a positive effect on the decision to visit Pasir Putih Parparean Beach, Toba Regency. The results of the study also show that prices and facilities simultaneously influence visiting decisions. This is evidenced by the results of the value of Fcount > Ftable = 71.481 > 3.09 and a significance level of 0.000 <0.05. The coefficient of determination test shows a value of 0.596 or 59.6% which means price and facilities have an influence of 40.4% on the decision to visit while the rest is influenced by other variables.
Pengaruh Online Customer Review Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Mediasi (Studi Pada Konsumen Produk Hanasui) Lindawati, Lindawati; Purba, Mas Intan; Joline, Juliana; Buulolo, Merlinus; Lubis, Nurul Wardani
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 5 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i5.11125

Abstract

Hanasui sebagai brand lokal yang dikenal dengan harga terjangkau dan telah memiliki izin BPOM menghadapi berbagai permasalahan, seperti menurunnya tingkat brand awareness, kepercayaan konsumen, serta keputusan pembelian. Kondisi ini tidak terlepas dari kurang maksimalnya penerapan strategi pemasaran digital, terbatasnya aktivitas promosi di media sosial, minimnya kerja sama dengan influencer, serta kurangnya ulasan positif dan informasi yang dapat dipercaya pada platform digital. Penelitian ini difokuskan pada pengguna produk Hanasui di Kota Medan dengan jumlah populasi yang tidak dapat ditentukan secara pasti. Oleh karena itu, teknik penentuan sampel menggunakan rumus Lemeshow yang dipadukan dengan metode accidental sampling, sehingga diperoleh sebanyak 96 responden. Hasil penelitian menunjukkan bahwa online customer review memiliki pengaruh yang signifikan terhadap keputusan pembelian dan kepercayaan konsumen, karena ulasan pelanggan menjadi referensi utama dalam mengevaluasi kualitas, keamanan, dan kelayakan suatu produk. Selain itu, keputusan pembelian juga terbukti memberikan pengaruh signifikan terhadap terbentuknya kepercayaan konsumen melalui pengalaman penggunaan produk secara langsung. Lebih lanjut, kepercayaan konsumen berfungsi sebagai variabel intervening yang memperkuat hubungan antara online customer review dan keputusan pembelian. Temuan ini menegaskan bahwa kepercayaan yang terbentuk dari ulasan pelanggan memiliki peran strategis dalam mendorong konsumen untuk melakukan pembelian serta mempertahankan loyalitas terhadap produk Hanasui.
Exploring the Relationship Between Entrepreneurial Experience, Government Support, and MSME Marketing Performance Lubis, Nurul Wardani
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4992

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in regional economic development, yet many still face limitations in marketing capability and institutional support, making entrepreneurial experience and government intervention essential factors in enhancing business performance. This study analyzes the influence of entrepreneurial experience and government support in improving the marketing performance of MSMEs fostered by the Deli Serdang Regency P3UD. The study was conducted on 115 MSMEs using Multiple Linear Regression. The results indicate that entrepreneurial experience and government support significantly influence marketing performance. Experience fosters prudence in business processes, while government support, although not yet optimal in providing expertise, proves crucial in facilitating licensing and promotion. This study highlights the importance of synergy between the internal capacity of entrepreneurs and the role of external government facilitators. The findings imply that strengthening entrepreneurs’ experiential capabilities alongside more targeted and skill-oriented government support is vital to achieving sustainable improvements in MSME marketing performance.
PENGARUH LITERASI DIGITAL DAN INOVASI PRODUK TERHADAP KINERJA UMKM DENGAN ENTREPRENEURSHIP ORIENTATION SEBAGAI VARIABEL MODERASI (STUDI PADA UMKM KOTA MEDAN) DALAM SEKTOR USAHA MAKANAN Juna, Shelvy Ali; Purba, Mas Intan; Karisma, Payeel; Chang, Steven; Lubis, Nurul Wardani
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2228

Abstract

Small and Medium Enterprises (SMEs), particularly in the food sector, play an important role in the economy of Medan City. However, although digital adoption is already high, its utilization remains suboptimal, resulting in no significant improvement in performance. This study highlights that digital literacy and product innovation influence SME performance, but their effectiveness is strongly affected by Entrepreneurship Orientation (EO), which includes proactive, innovative, and risk-taking attitudes. EO acts as a strengthening factor that helps SMEs maximize the use of technology and innovation to enhance competitiveness and performance. Unlike previous studies that used digital marketing as a mediating variable, this study positions EO as a moderating variable that determines the extent to which digital literacy and product innovation affect SME performance. The population in this study consists of 125 food-sector SME actors registered and actively operating in Medan Area District, Medan City. This study employs a Simple Random Sampling technique to ensure that each member of the population has an equal chance of being selected as a sample, thereby making the data more representative. The findings indicate that digital literacy has a positive and significant effect on the performance of food-sector SMEs in Medan City, while product innovation does not significantly affect performance. Both digital literacy and product innovation have a positive and significant effect on entrepreneurship orientation, which in turn also has a positive and significant effect on SME performance. Furthermore, entrepreneurship orientation is proven to strengthen the influence of digital literacy on SME performance, but it does not strengthen the influence of product innovation on the performance of food-sector SMEs in Medan City.
Co-Authors Adelina Lubis Ageng Jihan Faradilla Agus Rahmad Hidayat Agus Rahmad Hidayat Agustina Nainggolan Ahmad Fadhila Ahmad Hidayat Al Arif, Rio Tabri Amalia, Delvi Dede Ananda Amelia Sembiring Anggraini, Silvia Ardana, Tasya Novi Ardini, Sarah Fadhila Ardini, Sarah Fadhilla Arnol Wandra Zega Asrye Tutur Sinaga Ayuningrum, Utrie Sekar Az Zahra, Ariza Azzahra Sherlinda Azzuhra, Syafrida Beby Karina F Sembiring Bio Hasian Siregar Brahmansyah, Alvino Brandon Yapto Budiarta, Kustoro Budiarta, Kustoro Buulolo, Merlinus Chang, Steven Dani, Artika Rahma Dani Delvi Dede Amalia Dhian Rosalina, Dhian Diana Hasyim Diana Hasyim Diana Hasyim Dicky Ardiansyah Aceh1 Dina Aulia Dinda Annisa Rani Doloksaribu, Winda Sri Astuti Dongoran, Diana Dwi Fatmi Adelina Tafonao Dwi Fatmi Adelina Tofano Edison Edison Eka Danta Jaya Ginting Elisa Friska Simarmata EMANUEL ZEBUA Esther Praja Anggriany Panggabean Fadhila, Ahmad Fadli agus triansyah Febri Andrian Tanaka Filbert Filbert Fitrija Yolina Br Keliat Fitriyani Pasarib Gaby P F Tampubolon Ginting, Kristi Endah Ndilosa Harahap, Elfi Damayanti Harahap, Fildzah Haryani Herawati Herawati Herawati Herawati Herlina Novita Idrus Hamonangan Pane Ihsan Effendi Ike Rukmana Sari Indah Apriliya Indah Monalisa Isna Asdiani Nasution Jamaluddin Jamaluddin JHOLANT BRINGG LUCK AMELIA BR SINAGA Jhon Kas Mote Joline, Juliana Juan Charmel Askelon Siregar Julistia Wardhani Juna, Shelvy Ali Karisma, Payeel Kartika Anggraeni Simbolon Kartika Anggraeni Simbolon Keumala Hayati Khairuna, Wan Ridha Laras Fitri Aini Hasibuan lestari, winda Lidya Natalia Pasaribu Limbong, Novia Grace Lindawati Lindawati Lubis, Karina Safitri Lubis, Melani Catherine Lubis, Nabila Boru Lumbantoruan, Ananda Cristoper Mairani, Farahdilla Maisara Batubara Malau, Epa Jesika Roulini Malau, Grace Theresia Manalu, Yesaya Dandy Manullang, Junita Cantika Mas Intan Purba Michelle Michelle Mila Yulia Herosian Muhammad Agung Anggoro Muhammad Alfaridzi Batu Bara Nabilanasywa, Adzra Nadia Nainggolan, Agustina Narda Kalyana Rajagukguk Nasution, Isna Asdiani Nasution, Siti Aminah Nirwani, Sekar Okta Viani Kristin Pandiangan, Billi Verdinando Panggabean, Esther Praja Anggriany Panggabean, Putri Anggreini Peter Juliyaman Zendrato Purba, Jui Fivri Purba, Mas Intan Purba, Mas Intan Putri Anggi Oktavia Harahap Putri Najwa Safitri Putri, Shakila Natali Putri, Tantri Octora Dwi Syah Rachel Stephanie Jovanca Nababan Rafida Khairani Rahel Marito Tambunan Rajagukguk, Narda Kalyana Rani, Dinda Annisa Resnita Mersalina Simbolon Retno S. Manurung Rey Septanislaus Togatorop Reyka Triana Yohana Sidabatur Reyka Triana Yohana Sidabutar Riki Priyandi Riris Amigo Simatupang Riris Amigo Simatupang Riski Epreden Ginting Riyanthi Br Sinuhaji, Ema Paska Rizky Alhaq Nasution Ryan Mauliza T Sagala, Fajar Siddiq Almunawar Samosir, Wenny Romauli Sarah Fadhilla Ardini Satria, M. Rayhan Sekar Nirwani Sembiring, Ananda Amelia Serly Sahfitri Shakila Natali Putri Sherlinda, Azzahra Siburian , Kristina Mesya Yulianti Siburian, Kristina Mesya Yulianti Sidabutar, Reyka Triana Yohana Simarmata, Elisa Friska Simbolon, Resnita Mersalina Sinaga, Jholant Bringg Luck Amelia Br Sinaga, Mulyati Patresia Siregar, Bio Hasian Sitanggang, Rexsy Mardohot Sitanggang, Yuriska Zatira Sitindaon, Natanael Situngkir, Jenni Sri S Rumabutar Sumber Alam Mulia Hasibuan Syahbudin, Jafar Syarif, Shamir Hashim Syukron Arjuna Tantri Octora Dwi Syah Putri Tarigan, Nimia Eliani Br Tasya Novi Ardana Tedi Sumarna Bangun Tofano, Dwi Fatmi Adelina Umaira, Nabila Venny Sabaryani Br Barus Vhebe Chloe Tanjaya Vina Maria Ompusunggu Wiko Rizki Wijaya Wimbi Prima Hadi Yanti Musyawarah Yeni Rafita Sihombing YUPITER MENDROFA Zendrato, Peter Juliyaman