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All Journal JURNAL MANAJEMEN MOTIVASI EQIEN - JURNAL EKONOMI DAN BISNIS GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Esther Praja Anggriany Panggabean
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Physics Social Sciences Other

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PERAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ROKOK MARLBORO DI KOTA MEDAN Owen de Pinto Simanjuntak; Esther Praja Anggriany Panggabean
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.999

Abstract

One of the factors that influence purchasing decisions by consumers is the marketing mix. This study aims to determine how much influence the marketing mix has on the decision to purchase Marlboro cigarettes in the city of Medan. The form of this research uses a quantitative description with the aim of finding out how much influence the X variable, namely the marketing mix, has on the Y variable, namely the purchasing decision. With this method, it is hoped that researchers can explain existing phenomena based on data and information obtained from research. From the results of simple linear regression calculations obtained Y = 4.603 + 0.411X means that if the marketing mix is ​​constant then there will be a purchase decision of 4.603 and if the marketing mix is ​​increased 1 time then the purchasing decision will increase by 0.411. Testing the adjusted coefficient of determination (R square) obtained a value of 0.254, meaning that the independent variable, namely the marketing mix, has an effect of 25.4% on purchasing decisions and 74.6% is influenced by other variables such as product quality, customer service, loyalty and organizational culture.
AI-Powered Social Media Marketing and Digital Wallet Adoption for SMEs in Tanjung Morawa District Esther Praja Anggriany Panggabean; Mas Intan Purba; Isna Asdiani Nasution; Rafida Khairani; Tantri Octora Dwi Syah Putri; Jholant Bringg Luck Amelia Br Sinaga; Nurul Wardani Lubis
GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 2 (2025): GANDRUNG: Jurnal Pengabdian Kepada Masyarakat
Publisher : Fakultas Olahraga dan Kesehatan, Universitas PGRI Banyuwangi

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

Abstract

Digital transformation has opened opportunities for Small and Medium Enterprises (SMEs) through innovative technology utilization. However, many SME operators in Tanjung Morawa District, Deli Serdang Regency, have limited understanding of social media marketing strategies and digital wallet benefits. This community service activity aims to enhance SME operators' knowledge in utilizing AI-supported social media marketing and digital wallet usage to improve business competitiveness. The method is participatory approach with socialization, training, and practice mentoring conducted at Tanjung Morawa District Head Office on May 26, 2025, targeting 15-20 SME operators. Activity stages included preparation, implementation (social media marketing socialization, AI training for business storytelling, and digital wallet benefits socialization), and closing. Results showed significant changes in participants' understanding. Pre-training surveys revealed 78% of participants never used AI for business purposes, and 65% relied on conventional marketing methods. After training, there was 45% increase in post-test scores, 85% successfully created business storytelling content using AI, and 90% expressed interest in using digital wallets. This activity successfully transformed SME operators' understanding of digital marketing from limited to comprehensive and practical, enabling active participation in competitive digital economy.
IMPACT OF IMPLEMENTATION OF METHODS OF COACHING FOR SUCCESS, PARTICIPATIVE, AFFILIATIVE, VISIONARY AND SITUATIONAL (COPAVISIT) AT OPERATIONAL MANAGEMENT OF CELLULAR TELECOMMUNICATIONS COMPANIES IN DIGITAL ERA Hendra Jonathan Sibarani; Nidya Banuari; Esther Praja Anggriany Panggabean
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 2 No. 4 (2024): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v2i4.319

Abstract

The development of the telecommunications industry in Indonesia is determined by the company's ability to manage operational with using methods of coaching for success, participative, affiliative, visionary and situational. The meaning of coaching for success are with treating people as they want to be treated, that is by indirectly giving punishment, participative by taking part in the problems faced by company management, affiliative by maintaining good relationships with employees and company partners, visionary support progress company, situational is done by looking at the condition of the company that is required to be able to implement the marketing industry 4.0. This research method uses a quantitative approach, the type of quantitative descriptive research with the nature of research that is explanatory. The data used are secondary data, namely employees of cellular telecommunication in Area of Regional I of Medan City as many as 800 people. The sampling technique used in this study using the Slovin formula so that the number of samples used in this study was 89 people. Sampling uses a simple random sampling approach. The results obtained in this study are coaching for success methods have a negative and significant influence, participative and affiliative, have a positive and significant influence, while visionary and situational have no influence on the operational management of cellular telecommunications companies in Medan City.
The Effect of Brand Image, Product Quality, E-WOM, and FOMO on Skintific Purchase Decisions Esther Praja Anggriany Panggabean; Davin Vandello; Andika; Elisabeth Winata
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8809

Abstract

This study investigates the influence of brand image, product quality, electronic word of mouth (e-WOM), and fear of missing out (FOMO) on purchasing decisions for Skintific products on Shopee in Medan City. The research aims to analyze the direct effects of these variables using a causal quantitative approach. Data were collected from 170 respondents and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that product quality, e-WOM, and FOMO significantly affect purchasing decisions, while brand image does not. These findings suggest that firms should strengthen product performance, online reviews, and digital marketing to improve consumer purchasing decisions. Keywords: Brand image; Product quality; Electronic word of mouth; Fear of missing out; Purchase decision; Skintific  
PENGARUH CITRA MEREK, HARGA DAN ULASAN PRODUK TERHADAP MINAT BELI PRODUK PARFUM PADA PLATFORM SHOPEE Ricky Penry; Esther Praja Anggriany Panggabean
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.7110

Abstract

Tingginya persaingan di industri parfum menuntut produsen untuk memahami berbagai faktor yang memengaruhi minat beli konsumen pada platform Shopee. Faktor-faktor seperti citra merek, harga, dan ulasan produk diduga berperan penting dalam membentuk keputusan pembelian. Citra merek dapat memengaruhi persepsi dan kepercayaan konsumen terhadap produk, harga menjadi pertimbangan utama dalam menentukan nilai dan keterjangkauan, sedangkan ulasan produk berfungsi sebagai sumber informasi yang memengaruhi keyakinan konsumen sebelum membeli. Namun, sejauh mana ketiga faktor tersebut berpengaruh terhadap minat beli konsumen parfum di Shopee masih perlu diteliti lebih lanjut. Penelitian ini berpendekatan kuantitatif menunjukkan hubungan antara dua variabel penelitian atau lebih. Populasi dalam penelitian ini mencakup seluruh pengguna Shopee di Kota Medan yang pernah melakukan pembelian produk melalui platform tersebut, namun jumlah pastinya tidak diketahui. Oleh karena itu, penentuan sampel dilakukan dengan teknik purposive sampling dan perhitungan jumlah sampel menggunakan rumus Lemeshow. Berdasarkan perhitungan dengan tingkat kepercayaan 95% (Z = 1,96), prevalensi 0,5, dan tingkat ketelitian 0,1, diperoleh hasil sebesar 96,04 yang kemudian dibulatkan menjadi 100 responden untuk mengantisipasi data yang tidak valid atau tidak lengkap. Berdasarkan hasil penelitian, dapat disimpulkan bahwa Citra Merek memiliki pengaruh signifikan terhadap Minat Beli dengan nilai t statistik sebesar 3.475 > 1.985 dan P values 0.001 < 0.05. Variabel Harga juga berpengaruh terhadap Minat Beli dengan nilai t statistik 4.549 > 1.985 dan P values 0.000 < 0.05. Selanjutnya, Ulasan Online terbukti berpengaruh terhadap Minat Beli dengan nilai t statistik 3.147 > 1.985 dan P values 0.002 < 0.05. Selain itu, nilai F-Square sebesar 4.691 yang lebih besar dari 2.70 menunjukkan bahwa secara simultan variabel Citra Merek, Harga, dan Ulasan Online berpengaruh signifikan terhadap Minat Beli konsumen.
Co-Authors ANDIKA Davin Vandello Elisabeth Winata Hendra Jonathan Sibarani Isna Asdiani Nasution Mas Intan Purba Nidya Banuari Nurul Wardani Lubis Owen De Pinto Simanjuntak Rafida Khairani Ricky Penry Sinaga, Jholant Bringg Luck Amelia Br Tantri Octora Dwi Syah Putri