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All Journal Binus Business Review Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ) GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Mount Hope Global Economic Journal Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Pengabdian Kepada Masyarakat Teknologi Informasi dan Komunikasi
Esther Praja Anggriany Panggabean
Faculty Of Economics, Universitas Prima Indonesia, Indonesia
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Nursing Physics 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
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.  
Tanggap Darurat Banjir: Inovasi Distribusi Logistik dan Pemulihan Psikososial bagi Masyarakat Sumatera Utara Mas Intan Purba; Esther Praja Anggriany Panggabean; Evta Indra; Beby Astri Tarigan
Jurnal Pengabdian Kepada Masyarakat Teknologi Informasi dan Komunikasi Vol 3 No 1 (2026): Januari
Publisher : CV. ADMITECH SOLUTIONS

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

Abstract

Program Pengabdian kepada Masyarakat Tanggap Darurat Bencana Tahun 2025 ini dilaksanakan sebagai respons terhadap banjir yang melanda Sumatera Utara pada akhir November 2025. Awalnya direncanakan di Kelurahan Sei Mati, Medan Labuhan, program dialihkan ke tiga kecamatan yang masih terdampak parah: Hamparan Perak, Pantai Labu, dan Pangkalan Susu, setelah koordinasi dengan LPPM Universitas Prima Indonesia dan Direktorat Jenderal Pendidikan Tinggi. Kegiatan mencakup distribusi logistik kebutuhan dasar kepada 598 keluarga, pemulihan psikososial melalui trauma healing untuk 400 anak, layanan kesehatan gratis bagi 44 warga, serta bakti sosial pembersihan fasilitas umum. Adaptasi dari proposal awal dilakukan karena kondisi banjir telah surut dan mayoritas masyarakat adalah petani serta nelayan. Program ini berhasil meringankan beban korban, meningkatkan resiliensi komunitas, dan mendukung pemulihan berkelanjutan. Hasil menunjukkan peningkatan akses kebutuhan dasar, pemulihan emosional anak-anak, serta penguatan gotong royong masyarakat. Luaran mencakup artikel di media massa, video impact, dan peningkatan level keberdayaan mitra dari ketergantungan tinggi menjadi mandiri parsial. Kegiatan ini selaras dengan Tri Dharma Perguruan Tinggi dan prioritas nasional penanganan bencana, dengan kontribusi pada pencegahan outbreak penyakit dan edukasi sanitasi..
THE EFFECT OF EMPLOYABILITY, WORK MOTIVATION, AND LEADERSHIP ON JOB SATISFACTION OF GENERATION Z EMPLOYEES IN MEDAN CITY Susanna Silvia Sembiring; Esther Praja Anggriany Panggabean
Mount Hope Economic Global Journal Vol. 4 No. 1 (2026)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v4i1.1085

Abstract

This study aims to determine the effect of employability, work motivation, and leadership on the job satisfaction of Generation Z employees in Medan City. This study uses a causal quantitative approach by distributing questionnaires to 170 Generation Z employee respondents in Medan City. The sampling technique used purposive sampling with the criteria of employees born between 1997–2012 and actively working in Medan City. The sample size was determined following Hair et al. (2013) with 16 indicators multiplied by 10. The data analysis technique used Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results showed that: (1) employability has a positive and significant effect on job satisfaction (T=3.810; P=0.000); (2) work motivation has a positive and significant effect on job satisfaction (T=9.900; P=0.000); (3) leadership has a negative and significant effect on job satisfaction (T=1.992; P=0.047). Simultaneously, all three variables have a significant effect with F-count 77.04 > F-table 3.054. The R² value of 0.582 indicates that 58.2% of the variation in job satisfaction is explained by the three variables.
Pengaruh Content Quality, Price Perception, e-WOM terhadap Keputusan Pembelian Skincare ELFormula di TikTok Shop Tarisa Stevani Anggreini Lumbantobing; Esther Praja Anggriany Panggabean; Owen De Pinto Simanjuntak
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8725

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Konten, Persepsi Harga, dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk skincare ELFormula di platform TikTok Shop. Dengan menggunakan pendekatan kuantitatif dan teknik purposive sampling, penelitian ini melibatkan 101 pengguna TikTok Shop di Kota Medan yang telah membeli produk skincare ELFormula. Data dianalisis menggunakan Structural Equation Modelling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Kualitas Konten dan Persepsi Harga tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan E-WOM berpengaruh positif signifikan dengan koefisien jalur sebesar 0,673 dan effect size sebesar 0,764. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai R-square sebesar 0,893. Temuan ini mengindikasikan bahwa dalam konteks pembelian produk skincare di platform social commerce, ulasan dan rekomendasi dari konsumen lain merupakan faktor dominan yang memengaruhi keputusan pembelian dibandingkan dengan Kualitas Konten dan Persepsi Harga.
Pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif di Marketplace Andi Syahputra; Esther Praja Anggriany Panggabean; Ferry Salim; Fransiska Yang
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15829

Abstract

Pertumbuhan pesat marketplace di Indonesia mendorong meningkatnya pembelian impulsif, khususnya pada produk fashion yang memiliki nilai hedonis tinggi. Penelitian ini bertujuan menganalisis pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif produk fashion di marketplace pada konsumen Kota Medan. Penelitian menggunakan pendekatan kuantitatif kausal dengan data dari 120 responden melalui purposive sampling, dianalisis menggunakan PLS-SEM dengan SmartPLS 3.0. Hasil menunjukkan bahwa Motivasi Belanja Hedonis (β = 0,587; p = 0,000), Scarcity (β = 0,273; p = 0,002), dan Visual Appeal (β = 0,341; p = 0,000) berpengaruh positif dan signifikan terhadap Pembelian Impulsif. Demikian pula Potongan Harga (β = 0,348; p = 0,037) yang juga berpengaruh positif dan signifikan. Secara simultan, keempat variabel berpengaruh signifikan terhadap Pembelian Impulsif (R² = 0,626). Temuan ini mengimplikasikan bahwa strategi pemasaran yang mengintegrasikan nilai hedonis, kelangkaan, potongan harga, dan kualitas presentasi visual secara sinergis terbukti efektif mendorong pembelian impulsif produk fashion di marketplace.
Smart Promotion: Artificial Intelligence Training for Designing Digital Promotional Materials for UP2K PKK MSME Entrepreneurs in Punden Rejo Village Tantri Octora Dwi Syah Putri; Esther Praja Anggriany Panggabean; Mas Intan Purba; Isna Asdiani Nasution; Faisal Akbar; Yan Raja David Hamonangan Damanik; Nurul Wardani Lubis
GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Vol. 7 No. 2 (2026): GANDRUNG: Jurnal Pengabdian Kepada Masyarakat
Publisher : Fakultas Olahraga dan Kesehatan, Universitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/gandrung.v7i2.9203

Abstract

Digital transformation requires Micro, Small, and Medium Enterprises (MSMEs) to produce attractive and professional promotional materials to capture the attention of digital consumers. However, limited knowledge of editing and graphic design remains a major challenge, particularly for members of the Family Income Improvement Program (UP2K PKK). This community service program aimed to enhance the capacity of MSMEs supported by UP2K PKK in Punden Rejo Village, Tanjung Morawa District, Deli Serdang Regency, to utilize generative Artificial Intelligence (AI) technology for designing digital promotional materials, with a particular emphasis on developing effective prompt engineering skills. The program employed a training approach consisting of demonstrations and hands-on mentoring for 15 participants. The activities included education on the importance of promotion for business sustainability, an introduction to prompt concepts in AI tools, and practical sessions on creating digital promotional materials using AI applications on smartphones. The results showed that participants were able to understand and formulate simple prompts by specifying product types, visual styles, desired moods, and color schemes, enabling them to independently produce more engaging digital promotional materials. Participants demonstrated high enthusiasm through active discussions and by establishing a WhatsApp group as a platform for continuous mentoring, where they shared and received feedback on their promotional content. The integration of promotional strategy education with practical training in the use of generative AI proved effective in increasing MSMEs' confidence in producing promotional materials easily, affordably, and efficiently without requiring advanced graphic design skills. This initiative contributes to strengthening the competitiveness of MSMEs in the digital economy.
Co-Authors Andi Syahputra Beby Astri Tarigan Charmelinda Aritonang Egianta Ginting Evta Indra Faisal Akbar Ferry Salim Fransiska Yang Isna Asdiani Nasution Khairunnisa Abd Samad Lidya Natalia Pasaribu Maisara Batubara Nurul Wardani Lubis Owen De Pinto Simanjuntak Purba, Mas Intan Siregar, Ina Namora Putri Susanna Silvia Sembiring Tampubolon, Lasma Ria Tantri Octora Dwi Syah Putri Tarisa Stevani Anggreini Lumbantobing Winda Sri Astuti Doloksaribu Yan Raja David Hamonangan Damanik