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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Visioner & Strategis Management Research and Behavior Journal Jurnal Intelek Insan Cendikia
Heriyana Heriyana
Universitas Malikussaleh
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Analisis Pengaruh Fitur Layanan, Keamanan Dan Kepuasan Pelanggan Terhadap Loyalitas Pada Penggunaan Dompet Digital Di Kalangan Masyarakat Kota Lhokseumawe Wahyu Hidayat Harahap; Moch Heikal; Naufal Bachri; Heriyana Heriyana
Jurnal Intelek Insan Cendikia Vol. 3 No. 04 (2026): April 2026
Publisher : PT. Intelek Cendikiawan Nusantara

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Penelitian ini bertujuan untuk menganalisis pengaruh Fitur Layanan, Keamanan, Dan Kepuasan Pelanggan Terhadap Loyalitas Pada Penggunaan Dompet Digital Di Kalangan Masyarakat Kota Lhokseumawe. Metode yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang dibagikan kepada 105 responden yang dipilih dengan teknik pengambilan sampel purposive sampling. Analisis data dilakukan menggunakan Regresi Linier Berganda dan juga pengujian hipotesis. Hasil penelitian menunjukkan bahwa hanya variabel Keamanan (X2) berpengaruh positif dan signifikan terhadap Loyalitas. Variabel Fitur Layanan (X1) tidak mempengaruhi Loyalitas dengan koefisien (0.227), Kemudian variabel keamanan (X2) berpengaruh positif dan signifikan terhadap loyalitas dengan koefisien (0,273), selanjutnya untuk Variabel Kepuasan Pelanggan (X3) juga tidak mempengaruhi Loyalitas dengan koefisien (-0,070). Temuan penelitian ini mengindikasikan bahwa aspek keamanan menjadi faktor utama yang mendorong masyarakat untuk tetap setia menggunakan dompet digital, sedangkan keberadaan fitur layanan dan tingkat kepuasan pelanggan belum cukup kuat dalam membentuk loyalitas
Pengaruh Merchandise, Social Media, Dan Brand Ambassador Terhadap Keputusan Pembelian Jarsey FC Barcelona (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Malikussaleh) Fikri Gazali Lubis; Adnan Adnan; Heriyana Heriyana; Hamdiah Hamdiah
Jurnal Intelek Insan Cendikia Vol. 3 No. 04 (2026): April 2026
Publisher : PT. Intelek Cendikiawan Nusantara

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Penelitian ini menganalisis pengaruh Merchandise, social media, dan brand ambassador terhadap keputusan pembelian jersey FC Barcelona pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Malikussaleh. Latar belakang masalah berawal dari pesatnya pertumbuhan industri Merchandise sepak bola global, di mana jersey klub besar seperti FC Barcelona tidak hanya berfungsi sebagai simbol dukungan penggemar, tetapi juga menjadi bagian dari gaya hidup dan identitas, terutama di kalangan generasi muda Indonesia. Tingginya popularitas klub ini di Indonesia, didukung data bahwa negara kita termasuk lima besar basis penggemar sepak bola Eropa, memicu minat mahasiswa lokal terhadap jersey resmi. Fenomena ini terlihat dari banyaknya mahasiswa yang mengenakan jersey saat kegiatan kampus atau menonton pertandingan, dipengaruhi promosi kreatif di platform digital seperti Instagram dan TikTok, serta figur pemain bintang sebagai brand ambassador yang membangun keterikatan emosional. Namun, sejauh mana ketiga faktor tersebut secara spesifik memengaruhi perilaku pembelian masih menjadi celah penelitian yang perlu diuji untuk memberikan wawasan bagi strategi pemasaran. Penelitian bertujuan mengkaji hubungan kausal antara variabel independen tersebut dengan keputusan pembelian, sekaligus mengidentifikasi faktor dominan di kalangan mahasiswa sebagai target pasar potensial. Pendekatan kuantitatif digunakan dengan desain explanatory research, melibatkan sampel mahasiswa yang dipilih melalui purposive sampling dan data primer dari kuesioner berbasis skala Likert. Analisis dilakukan melalui regresi linier berganda dengan perangkat lunak SPSS, mencakup uji validitas, reliabilitas, asumsi klasik, serta pengujian pengaruh simultan dan parsial antarvariabel. Hasil penelitian mengonfirmasi adanya pengaruh signifikan secara keseluruhan dari ketiga variabel terhadap keputusan pembelian, dengan social media menonjol sebagai pendorong utama, sementara pengaruh parsial Merchandise dan brand ambassador kurang menonjol. Temuan ini menjelaskan sebagian besar variasi perilaku pembelian mahasiswa.
THE INFLUENCE OF INFLUENCERS, DISCOUNTS, AND LIVE SHOPPING ON BRAND PURCHASE DECISIONS THE ORIGINOTE IN THE TIKTOK APPLICATION (STUDY PAD A FEB UNIVERSITY STUDENT MALIKUSSALEH) Manhasa Hira Nur'Asyi AL Utary; Hamdiah; Ikramuddin; Heriyana
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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This study aims to analyze the effects of influencers, discounts, and live shopping on purchasing decisions for the Originate brand on TikTok, focusing on female students of the Faculty of Economics and Business at Malikussaleh University. The background of this research is based on the rapid development of digital marketing through social media, particularly TikTok, which has evolved not only as an entertainment platform but also as an effective marketing medium influencing consumer behavior. This study employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to respondents who met the research criteria. The independent variables in this study are influencers, discounts, and live shopping, while the dependent variable is purchasing decisions. The results indicate that, partially, influencers, discounts, and live shopping do not have a significant effect on purchasing decisions. Furthermore, simultaneously, these three variables also do not significantly influence purchasing decisions for the Originate brand on TikTok. These findings suggest that purchasing decisions among female students are not solely influenced by these digital marketing strategies, but may also be influenced by other factors outside the research model. This study is expected to contribute to the development of digital marketing knowledge and serve as a reference for businesses in formulating more effective and targeted marketing strategies, especially in using social media as a promotional tool.
TRADE PROMOTION AND SALES VOLUME: THE MEDIATING ROLE OF DISTRIBUTOR MARKETING PERFORMANCE Muhammad Fadli Hasballah; Nurainun; Syamsul Bahri; Mariyudi; Ikramuddin; Heriyana
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

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This study examines the influence of sales contest, promotion policy, and distributor salesperson incentives on sales volume, withdistributor marketing performance serving as a mediating variable. The research utilized a probability sampling method with a census approach, involving all 180 official distributors of PT Pupuk Iskandar Muda as respondents. Data were analyzed using the SEM-PLS technique through SmartPLS 4.0. The results reveal that distributor salesperson incentives and distributor marketingperformance significantly affect sales volume, whereas sales contest shows no significant impact. Promotion policy does not directly influence sales volume but demonstrates a significant effect on distributor marketing performance. Furthermore, distributor marketing performance is confirmed to mediate the relationship between promotion policy and distributor salesperson incentives on sales volume. These findings highlight the crucial role of distributor marketing effectiveness in strengthening the impact of incentive-based strategies, offering important managerial insights for optimizing distribution performance and enhancing market penetration.
Co-Authors Adinda Surgana Adnan Adnan Anwar Bahri, Halida Fikri Gazali Lubis Fitrah Rahmadhani Hamdiah Hamdiah Ikramuddin, Ikramuddin Intan Syafriani Iskandarsyah Jullimursyida Khairina M Maimanah Manhasa Hira Nur'Asyi AL Utary Mariyudi Mariyudi Melly Wahyundari Moch Heikal Muchsin Muchsin Muhammad Fadli Hasballah Naufal Bachri, Naufal Nurainun Nurlaili Nurlaili Rasyimah, Rasyimah Rusydi Abubakar Sabrina Luvita Sapna Biby Siti Maimunah Syafruddin Chan Syamsul Bahri Teuku Zulkarnaen Wahyu Hidayat Harahap Yusniar Yusniar Yusniar Yusniar