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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Community Development Journal: Jurnal Pengabdian Masyarakat AKTUAL International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) EKONOMIKA45 Journal of Management and Digital Business Jurnal Pengabdian Masyarakat Indonesia (JPMI) Safari : Jurnal Pengabdian Masyarakat Indonesia International Journal of Economics (IJEC) Jurnal Ekonomika Manajemen Dan Bisnis JURNAL EKONOMI BISNIS DAN MANAJEMEN Jurnal Ekonomi Bisnis dan Manajemen Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Penelitian Pendidikan Indonesia Digital Business Progress Jurnal Pelayanan Masyarakat Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal Management and Business Progress Community Service Progress Jurnal Pengabdian Masyarakat Indonesia Jurnal Pengabdian Masyarakat SAPANGAMBEI MANOKTOK HITEI
Bobby Hartanto
Sekolah Tinggi Ilmu Ekonomi Bina Karya
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian Jasa Kreatif pada UMKM Desain Aja Dulu Dede Crystien Panjaitan; Fransisca Herta Manik; Bobby Hartanto; Willy Cahyadi
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 2 (2026): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i2.4981

Abstract

The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to optimize digital marketing strategies and improve service quality in order to strengthen competitiveness and influence consumers' purchasing decisions. In creative service businesses, which are predominantly intangible, purchasing decisions are determined not only by effective digital marketing but also by the quality of services delivered to customers. This study aims to analyze the influence of digital marketing and service quality on purchasing decisions for creative services at Desain Aja Dulu MSME in Tebing Tinggi City. This research employed a quantitative approach using a causal explanatory design. The population consisted of 500 consumers, while 84 respondents were selected using the Slovin formula and purposive sampling technique. Primary data were collected through questionnaires using a five-point Likert scale, whereas secondary data were obtained from company documentation. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 3.0 software. The findings indicate that digital marketing has a positive and significant effect on purchasing decisions with a path coefficient of 0.407, a t-statistic of 3.042, and a p-value of 0.002. Service quality also has a positive and significant effect on purchasing decisions with a path coefficient of 0.447, a t-statistic of 3.244, and a p-value of 0.001. Furthermore, the R-Square value of 0.648 indicates that digital marketing and service quality jointly explain 64.8% of the variance in purchasing decisions, while the remaining 35.2% is explained by other variables outside the scope of this study. The study concludes that effective digital marketing supported by excellent service quality can significantly improve purchasing decisions in creative service MSMEs. These findings provide practical insights for MSME practitioners in developing digital marketing strategies and improving service quality to enhance business competitiveness.
PENGARUH KEPERCAYAAN, KEMUDAHAN PENGGUNAAN, DAN KEAMANAN TERHADAP KEPUTUSAN PENGGUNAAN QRIS DI KECAMATAN PADANG HULU Syarifuddin Syarifuddin; Fauziah Nur; Bobby Hartanto; Dedy Dwi Arseto
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6729

Abstract

Abstract: The rapid development of digital payment systems, particularly the Quick Response Code Indonesian Standard (QRIS), has significantly transformed economic transactions. This study aims to empirically analyze the effect of trust, ease of use, and security on the decision to use QRIS among the community in Tebing Tinggi City. The research employs a quantitative method with a survey approach, utilizing purposive sampling involving 100 respondents. Primary data were collected through questionnaires and analyzed using PLS-SEM with SmartPLS 3.0 software. The results indicate that trust does not have a significant effect on the decision to use QRIS. However, ease of use and security partially have a positive and significant effect on the usage decision. Furthermore, simultaneously, trust, ease ofuse, and security significantly influence the decision to use QRIS. These findings suggest that while security and practicality are paramount for users, the initial trust factor might be overridden by the immediate utility and widespread acceptance of the payment technology. Keywords: Ease Of Use; Security; Trust; Qris Usage Decision.   Abstrak: Perkembangan pesat sistem pembayaran digital, khususnya Quick Response Code Indonesian Standard (QRIS), telah mentransformasi transaksi ekonomi secara signifikan. Penelitian ini bertujuan untuk menganalisis secara empiris pengaruh kepercayaan, kemudahan penggunaan, dan keamanan terhadap keputusan penggunaan QRIS pada masyarakat di Kota Tebing Tinggi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, melalui teknik purposive sampling yang melibatkan 100 responden. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan metode PLS-SEM berbantuan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa secara parsial kepercayaan tidak berpengaruh signifikan terhadap keputusan penggunaan QRIS. Sebaliknya, variabel kemudahan penggunaan dan keamanan secara parsial memiliki pengaruh positif dan signifikan terhadap keputusan penggunaan. Secara simultan, kepercayaan, kemudahan penggunaan, dan keamanan terbukti berpengaruh signifikan terhadap keputusan penggunaan QRIS. Temuan ini mengindikasikan bahwa meskipun aspek keamanan dan kepraktisan menjadi prioritas utama bagi pengguna, faktor kepercayaan awal mungkin tidak lagi menjadi pertimbangan utama dibandingkan utilitas langsung dari penerimaan teknologi pembayaran tersebut. Kata kunci: Keamanan; Kemudahan Penggunaan; Kepercayaan; Keputusan Penggunaan QRIS.
PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP PEMBELIAN IMPULSIF KONSUMEN SHOPPING TIKTOK DI SERDANG BEDAGAI Sudaryanto Sudaryanto; Fikri Khairullah; Bobby Hartanto; Rusmewahni Rusmewahni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6732

Abstract

Abstract: This study aims to examine the effect of live streaming and flash sales on impulsive buying behavior among TikTok Shop consumers in Serdang Bedagai Regency, specifically in Sei Rampah and Tebing Tinggi sub-districts. A quantitative approach with a causal associative design was used. The sample of this study consisted of 100 active TikTok Shop consumers selected through purposive sampling. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The measurement model (outer model) evaluation results showed that all indicators were valid and reliable with a loading factor > 0.70 and Composite Reliability > 0.70. The structural model (inner model) testing results indicated that live streaming had a positive and significant effect on impulsive buying with a t-statistic value of 2.282 (p=0.023). Flash sales also had a positive and significant effect on impulsive buying with a t-statistic value of 9.136 (p=0.000). The R-square value of 0.633 indicated that the two independent variables were able to explain 63.3% of the variance in impulsive buying. In conclusion, the interactivity of live streaming and the urgency of flash sales effectively encourage spontaneous purchasing decisions among consumers. Keywords: live streaming; flash sale; impulsive buying; tiktok shop.   Abstrak: Penelitian ini bertujuan untuk menguji pengaruh live streaming dan flash sale terhadap perilaku pembelian impulsif konsumen TikTok Shop di Kabupaten Serdang Bedagai, khususnya di Kecamatan Sei Rampah dan Tebing Tinggi. Pendekatan kuantitatif digunakan dengan desain asosiatif kausal. Sampel penelitian ini berjumlah 100 responden konsumen aktif TikTok Shop yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS. Hasil evaluasi model pengukuran (outer model) menunjukkan bahwa semua indikator valid dan reliabel dengan nilai loading factor > 0,70 dan Composite Reliability > 0,70. Hasil pengujian model struktural (inner model) menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 2,282 (p=0,023). Flash sale juga memiliki pengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 9,136 (p=0,000). Nilai R-square sebesar 0,633 mengindikasikan bahwa kedua variabel independen tersebut mampu menjelaskan 63,3% varians pada pembelian impulsif. Kesimpulannya, interaktivitas live streaming dan urgensi flash sale secara efektif mendorong keputusan pembelian spontan pada konsumen. Kata kunci: live streaming; flash sale; pembelian impulsif; tiktok shop.
PENGARUH PERCEIVED PRICE, PERCEIVED USEFULNESS, DAN PEMASARAN PERSONALISASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRAND EIGER PADA KONSUMEN DI KOTA TEBING TINGGI Indri Ayu Pratiwi; Didik Rahmat Prayuda; Bobby Hartanto; Rakhmawati Purba
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6747

Abstract

Abstract: This study aims to analyze the influence of perceived price, perceived usefulness, and personalized marketing on purchasing decisions for Eiger products among consumers in Tebing Tinggi City. This research employs a quantitative approach with a descriptive method. The sample consists of 96 respondents determined using the Cochran formula through purposive sampling. Data were collected via digital questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that perceived price, perceived usefulness, and personalized marketing have a positive and significant effect on purchasing decisions, both partially and simultaneously. The conclusion of this study confirms that competitive pricing strategies, the functional value of products, and personalized marketing approaches are crucial variables in enhancing consumer purchasing decisions amidst intense market competition. Keywords: Perceived Price, Perceived usefulness, Marketing personalization, Purchasing decisions,Eiger   Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh perceived price, perceived usefulness, dan pemasaran personalisasi terhadap keputusan pembelian produk Eiger pada konsumen di Kota Tebing Tinggi. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode deskriptif. Sampel penelitian berjumlah 96 responden yang ditentukan menggunakan rumus Cochran melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner digital dan dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa perceived price, perceived usefulness, dan pemasaran personalisasi berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Simpulan penelitian ini menegaskan bahwa strategi penetapan harga yang kompetitif, nilai fungsional produk, dan pendekatan pemasaran yang personal merupakan variabel krusial dalam meningkatkan keputusan pembelian konsumen Eiger di tengah persaingan pasar yang ketat. Kata kunci: Persepsi harga, Persepsi Kegunaan, Pemasaran personalisasi, Keputusan pembelian, Eiger.
Co-Authors Adrian K. Tarigan Aisyah Siregar Alimul Hakim Andika Andika Andika Andika Andika Anggi Syapira Purba Anita Zahra Annisa Nurul Hidayah Arneta, Yaumi Arfah Noor Asnahwati Asnahwati Ayu Zurlaini Damanik Ayu Zurlaini Damanik Bagus Prayogi Bayu Arif Prabudi Benhart Nainggolan Benny Ardianto Sinaga Buaya, Nurhafizah Cahyadi, Lukieto Cahyadi, Willy Cai Cen, Cia Christin Natalia Sianipar Cici Puspaningrum Cici Puspaningrum Cittaro, Michael Damanik, Sri Winda Hardiyanti Daniel Collyn Daniel Collyn Dara Mustika Saragih Dea Novita Sari Dede Crystien Panjaitan Dedy Dwi Arseto Dedy Dwi Arseto Devi Pratiwi Dian Purnama Sari Didik Rahmat Prayuda Dinda Nur Shaibah Donald Frensius Pasaribu Effendi, Hafizah Effendy, Yudi Ella Astri Dayanti Fauziah Nur Fikri Khairullah Fitrianingsih, Fitrianingsih Fransisca Herta Manik Gilda Larassati Gunawan, Didik Harahap, Hastuti Handayani Hidayat Hidayat Ibnu Hadi Imelda Mardayanti Indri Ayu Pratiwi Juninda Rahmaida Saragih Kelvin Adfentri Samosir Khofifah Khofifah Kumala Vera Dewi Kumala Vera Dewi Kumala Vera Dewi Lubis, Mhd Ridho Akbar Lumban Tobing, Maria Magdalena Mangasi Sinurat Mangasi Sinurat Maria Magdalena Lumban Tobing Mhd Ridho Akbar Lubis Michael Cittaro Murbanto Sinaga Murbanto Sinaga Nabilla Natasha Napitupulu, Kevin Ronaldo Martua Nasution, Roni Nasution, Umar Hamdan Ngatemin Ngatemin Ngatemin, Ngatemin Novi Sri Wiarti Nurilahi . Nursaimatussadiya Nursaimatussadiya Nurwijayanti Pratiwi, Nuning Purba, Rakhmawati Putri Nadila Rahmat Darmawan Rahmat Darmawan, Rahmat Rakhmawati Purba Rani Puspita Sari Rapat Piter Sony Hutauruk Rapat Piter Sony Hutauruk Richad Gultom Rika Surianto Zalukhu Roni Nasution Rumiris Siahaan Rusmewahni Rusmewahni Rusmewahni Rusmewahni, Rusmewahni Sarwoto Septian Arisandi Siahaan, Rumiris Sinaga, Eka Mayastika Sinaga, Marisa Zahra Sinurat, Mangasi Sofia Purnama Simanjuntak Sonia Sinaga Sri Suci Novianti Sri Winda Hardiyanti Damanik Suci Amalia Ramadhani Suci Etri Jayanti Suci Etri Jayanti Suci Etri Jayanti S Suci Etri Jayanti. S Sudaryanto Sudaryanto Suwadi Suwadi Suwadi Suwadi Syafrizal, Rodi Syarifuddin Syarifuddin Tarisyah Ramadhani Tina Herianty Masitah Tobing, Yuni Artha Teresia Lumban Triandani, Mulya Umar Hamdan Nasution Victor Victor Vika Lestari Willy Cahyadi Willy Cahyadi Willy Cahyadi Yaumi Arfah Noor Arneta Yenni Arfah Yenni Mariani Sinurat Yenni Mariani Sinurat Yomeini Margareth Sagala Yomeini Margareth Sagala Yulia Amanda