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All Journal Binus Business Review Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Pengabdian Masyarakat (ABDIRA)
Esther Praja Anggriany Panggabean
Faculty Of Economics, Universitas Prima Indonesia, Indonesia
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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Antecedents Of Consumer Loyalty In PT. Rentokil Initial Medan Indonesia Esther Praja Anggriany Panggabean; Winda Sri Astuti Doloksaribu; Maisara Batubara
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 1 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i1.1204

Abstract

The purpose of this study was to determine and analyze the effect of product quality and service quality on consumer loyalty at PT. Rentokil Initial Indonesia Medan. The method used in this research is a survey approach, this type of research is quantitative descriptive and the nature of this research is explanatory descriptive, data collection is done by questionnaire and documentation study, and data is analyzed using multiple linear regression. The results show that product quality and service quality simultaneously have a positive and significant effect on consumer loyalty, good product quality and service quality will be able to have a real impact on increasing consumer loyalty, and partially each product quality and service quality have a positive and significant effect. to consumer loyalty. The dominant product quality has an effect on consumer loyalty at PT. Rentokil Initial. Keywords: Product Quality, Service Quality, Consumer Loyalty
Pelatihan Digital Marketing Media Pemasaran Madu dalam Meningkatkan Perekonomian Masyarakat Kampung Baru Ina Namora Putri Siregar; Devi Alvionita Alindra; Winda Sri Astuti Doloksaribu; Maisara Batubara; Lasma Ria Tampubolon; Esther Praja
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 3, No 1 (2023): Abdira, Januari
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v3i1.297

Abstract

Marketing techniques are now developing very rapidly, these marketing techniques are now called Digital Marketing. Digital Marketing has increased and has begun to compete with the existence of traditional marketing techniques. Digital marketing is considered more effective because it can reach a wider market and allows anyone to access and obtain information and carry out the buying and selling process more easily. This Sharing Session and digital marketing training in an effort to develop local products through social media networks aims to train honey small business players in Kampung Baru Village, Medan Maimun District, in maximizing the marketing of honey products. The stages of this activity are the preparation stage and the training stage as well as the Sharing Session. The result of this activity is that business actors obtain information about the usefulness of various features in the WhatsApp Business application and Facebook Marketplace, the use of advertising language, and product distribution techniques.
Pengaruh Viral Marketing, UX, Product Quality Terhadap Keputusan Pembelian Di Tiktok Shop Charmelinda Aritonang; Esther Praja Anggriany Panggabean; Egianta Ginting
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7464

Abstract

Transformasi digital dalam e-commerce mendorong pertumbuhan TikTok Shop sebagai platform belanja sosial terkemuka di Indonesia. Penelitian ini bertujuan menganalisis pengaruh viral marketing, user experience (UX), dan product quality terhadap keputusan pembelian di TikTok Shop. Metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Square (SEM-PLS) digunakan untuk menguji hipotesis. Data primer dikumpulkan melalui kuesioner terhadap 100 pengguna TikTok Shop di Kota Medan. Hasil penelitian menunjukkan bahwa product quality memiliki pengaruh dominan (koefisien jalur 0,608; p=0,000), diikuti oleh user experience (koefisien jalur 0,244; p=0,045), sementara viral marketing tidak signifikan (p=0,225). Secara simultan, ketiga variabel berpengaruh signifikan (F-hitung=227,58 > F-tabel=3,077). Temuan ini mengindikasikan bahwa kualitas produk dan pengalaman pengguna menjadi faktor kunci dalam keputusan pembelian, sedangkan strategi pemasaran viral perlu dioptimalkan dengan pendekatan yang lebih autentik. Penelitian ini merekomendasikan pelaku bisnis untuk fokus pada peningkatan kualitas produk, pengalaman pengguna, serta inovasi konten viral berbasis nilai.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN GREEN PRODUCT DI KOTA MEDAN Esther Praja Anggriany Panggabean; Lidya Natalia Pasaribu; Winda Sri Astuti Doloksaribu; Maisara Batubara
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.13279

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh product knowledge, consumer environmental awareness, harga, dan ketersediaan produk terhadap keputusan pembelian green product di Kota Medan. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik convenience sampling, melibatkan 418 responden yang berusia 18-65 tahun di Kota Medan. Pengumpulan data dilakukan melalui kuesioner online dengan skala Likert 1-5. Analisis data menggunakan SmartPLS 3.0 dengan teknik analisis meliputi uji validitas (AVE >0.5), reliabilitas (CR >0.7), dan evaluasi model struktural. Hasil penelitian menunjukkan Product Knowledge (β=0.136, p=0.012), harga (β=0.398, p<0.001), dan ketersediaan produk (β=0.346, p<0.001) berpengaruh positif dan signifikan terhadap keputusan pembelian green product, sedangkan Consumer Environmental Awareness tidak berpengaruh signifikan (β=0.090, p=0.163). Model penelitian memiliki nilai R² sebesar 0.698 dan F-hitung 238.64 (F-tabel=3.864), mengindikasikan kemampuan prediktif yang baik. Temuan ini memberikan implikasi: (1) bagi produsen dalam menetapkan strategi harga kompetitif dan memperluas jaringan distribusi, (2) bagi peritel dalam memastikan ketersediaan produk dan display yang optimal, (3) bagi pemerintah dalam membuat kebijakan insentif produk ramah lingkungan, dan (4) bagi pelaku pemasaran dalam merancang edukasi konsumen yang mengintegrasikan aspek pengetahuan produk dengan manfaat praktis.
The Influence of Environmental Awareness, Eco-Label, Eco-Brand, and Environmental Advertisement on Purchase Intention of Environmentally Friendly Products Owen De Pinto Simanjuntak; Esther Praja Anggriany Panggabean; Khairunnisa Abd Samad
Binus Business Review Vol. 17 No. 1 (2026): Binus Business Review (in press)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v17i1.13793

Abstract

The research investigated the influence of environmental awareness, eco-brand, eco-label, and green advertising on consumers' purchase intention toward eco-friendly products, with environmental knowledge examined as a moderating variable. Data were collected from 205 environmentally conscious consumers through an online survey designed to capture their perceptions and purchasing behaviors. The measurement and structural models were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS), enabling a robust evaluation of the relationships among constructs. The results indicate that environmental awareness, eco-brand, eco-label, and green advertising each exert a significant positive influence on consumers’ purchase intention. Notably, environmental knowledge plays a moderating role, strengthening the relationship between green advertising and purchase intention. The findings suggest that consumers with higher environmental knowledge are more responsive to green marketing efforts and more likely to engage in environmentally responsible consumption. These findings underscore the importance of consumer knowledge and perception in fostering sustainable purchasing behavior and contribute to the growing literature on green marketing. The research offers practical implications for companies seeking to enhance their green marketing strategies and for policymakers aiming to encourage environmentally responsible consumer behavior through awareness programs and sustainable product labeling. Recommendations for future research include investigating other potential moderating or mediating variables, expanding the scope to include different demographic and cultural contexts, and conducting longitudinal studies to examine how green consumer behavior evolves over time. Highlighting the moderating effect of environmental knowledge can help to build a more comprehensive understanding of sustainable consumption dynamics across diverse markets.
Co-Authors Charmelinda Aritonang Egianta Ginting Khairunnisa Abd Samad Lidya Natalia Pasaribu Maisara Batubara Owen De Pinto Simanjuntak Siregar, Ina Namora Putri Tampubolon, Lasma Ria Winda Sri Astuti Doloksaribu