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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS GANDRUNG: Jurnal Pengabdian Kepada Masyarakat 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

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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.
Co-Authors Hendra Jonathan Sibarani Isna Asdiani Nasution JHOLANT BRINGG LUCK AMELIA BR SINAGA Mas Intan Purba Nidya Banuari Nurul Wardani Lubis Owen De Pinto Simanjuntak Rafida Khairani Tantri Octora Dwi Syah Putri