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All Journal Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan YUME : Journal of Management NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Journal of Artificial Intelligence and Digital Business Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Kesejahteraan Bersama : Jurnal Pengabdian dan Keberlanjutan Masyarakat
Muhammad Roestian Fahmi Nasution
Faculty Of Economics And Business, Universitas Sumatera Utara
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Information Quality, Facilities, and Alumni on the Decision to Choose a WBI Polytechnic Campus Through Brand Image as an Intervening Variable Muhammad Roestian Fahmi Nasution; Sugiharto Pujangkoro; Beby Karina Fawzeea Sembiring
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 17, No 1 : Al Qalam (Januari 2023)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v17i1.1805

Abstract

Wilmar Bisnis Indonesia Polytechnic (WBI) is an educational institution committed to becoming the best and ideal educational institution for Indonesia's young generation to be ready to compete in the increasingly competitive business world in the industrial era 4.0. One of the factors that can make prospective students decide to choose to study at the WBI Polytechnic includes the Quality of Information, Facilities, Alumni, and Brand Image. This study aims to determine the effect of the quality of information, facilities, and alumni on the decision to choose a WBI Polytechnic Campus through Brand Image as an Intervening Variable. The population in this study were active students in the 2019, 2020 and 2021 batches, totaling 396 students and the sample with the criteria for class 2021 students totaling 123 students. Data collection methods were carried out by means of interviews, questionnaires, and documentation studies. Methods and techniques of analysis of multiple regression using path analysis (path analysis). The results of the research on the direct effect on the first substructure state that simultaneously and partially, Information Quality, Facilities, and Alumni have a positive and significant effect on Brand Image. The results of the research on the direct effect on the second substructure state that simultaneously and partially, Information Quality, Facilities, Alumni, and Brand Image have a positive and significant effect on Voting Decisions. The results of the indirect effect study stated that Information Quality, Facilities, and Alumni had a positive and significant effect on Voting Decisions through Brand Image as an intervening variable.
Strategi Memenangkan Hati Calon Mahasiswa : Pengaruh Kualitas Informasi, Fasilitas, dan Alumni Terhadap Keputusan Memilih Perguruan Tinggi Nasution, Muhammad Roestian Fahmi; Beby Karina Fawzeea Sembiring, Sugiharto Pujangkoro,
YUME : Journal of Management Vol 7, No 2 (2024)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v7i2.8193

Abstract

Keputusan calon mahasiswa untuk memilih Perguruan Tinggi dipengaruhi oleh beberapa faktor, seperti Kualitas Informasi, Fasilitas, dan Alumni. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas informasi, fasilitas, dan alumni terhadap keputusan calon mahasiswa dalam memilih Politeknik WBI. Populasi penelitian ini mencakup mahasiswa aktif angkatan 2019, 2020, dan 2021 sebanyak 396 orang, dengan sampel berfokus pada 123 mahasiswa angkatan 2021. Data dikumpulkan melalui wawancara, kuesioner, dan studi dokumentasi. Analisis data dilakukan menggunakan metode regresi berganda dengan pendekatan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa secara parsial, Kualitas Informasi (X1) memiliki pengaruh positif sebesar 0,228 terhadap keputusan memilih (Y), Fasilitas (X2) berpengaruh positif sebesar 0,206, dan Alumni (X3) menunjukkan pengaruh positif sebesar 0,174 terhadap keputusan memilih (Y). Sedangkan, hasil Penelitian secara simultan nilai signifikansi untuk pengaruh Kualitas Informasi (X1), Fasilias  (X2), dan Alumni (X3) secara simultan terhadap Keputusan Meimilih (Y) adalah sebesar 0.000 < 0.05 dan nilai F_hitung sebesar 23.978 > F tabel, sehingga disimpulkan berpengaruh positif signifikan.Keywords: Kualitas Informasi, Fasilitas, Alumni, Keputusan Memilih. 
Transformasi Digital Pemasaran Produk Herbal UMKM KYTA Melalui Pelatihan Dan Pendampingan Pembuatan Katalog Digital Muhammad Roestian Fahmi Nasution; Nora Anisa Br Sinulingga; Binsar Sihombing; Sofian Hidayat
Nusantara: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 3 (2025): Agustus : NUSANTARA Jurnal Pengabdian Kepada Masyarakat
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/nusantara.v5i3.6295

Abstract

Although MSMEs are an essential part of the national economy, many still face challenges in utilizing digital technology to enhance their business competitiveness. As a micro-enterprise based in Medan City, KYTA MSME produces herbal beverages made from natural ingredients. They encounter difficulties in digital marketing, particularly in showcasing their products and disseminating information online. The objective of this community service activity is to enhance the capacity of KYTA MSME through training and mentoring in the creation of digital catalogs, which serve as effective and contemporary promotional tools. The results of the activity indicate that the MSME actors gained a better understanding of digital technology, basic graphic design skills, and knowledge of visual marketing strategies. The outputs of the activity include ready-to-use digital catalogs, instructional modules on using Canva and Google Drive, and documentation of the reporting process. It is expected that this program can serve as a replicable model for the digitalization of other MSMEs and encourage more flexible marketing transformation in the digital economy era.
Strategi 4P dalam Menaklukkan Hati Konsumen : Studi pada Produk UMKM Herbal Nasution, Muhammad Roestian Fahmi; Ginting, Teguh Riandi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2000

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis variabel Product, Price, Place, dan Promotion. Sampel pada penelitian ini sebanyak 96 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden 17 tahun memiliki KTP dan sudah pernah melakukan pembelian pada UMKM KYTA. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda yang merupakan alat uji hipotesis yang digunakan dengan alat bantu aplikasi SPSS versi 25. Berdasarkan hasil penelitian dan analisis data disimpulkan bahwa (1) Secara simultan variabel Product, Price, Place, Promotion berpengaruh positif signifikan terhadap perilaku minat Beli Konsumen, (2) Secara parsial variabel Product, Price, Promotion berpengaruh positif signifikan, sedangkan variabel Place tidak berpengaruh signifikan terhadap perilaku minat Beli Konsumen. Pengaruh paling dominan yaitu variabel Price.
Fasilitasi Kemajuan Kebudayaan melalui Fotografi Lubang Jarum Sebagai Media Edukasi Anak Muhammad Roestian Fahmi Nasution; Nora Anisa Br Sinulingga; Julia Hidayah Nasution; Hafiz Arham; Via Esterlina Br Ginting
Kesejahteraan Bersama : Jurnal Pengabdian dan Keberlanjutan Masyarakat Vol. 3 No. 1 (2026): Januari: Kesejahteraan Bersama : Jurnal Pengabdian dan Keberlanjutan Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/bersama.v3i1.2932

Abstract

The Cultural Advancement Facilitation through Pinhole Photography as an Educational Medium for Children program aims to enhance cultural literacy, creativity, and awareness among young generations regarding the preservation of Malay Deli cultural heritage. This initiative is motivated by the declining interest of children in local history and culture amid rapid modernization, particularly in coastal areas with limited access to educational resources. Pinhole photography is employed as an educational approach due to its simplicity and reflective nature, fostering patience, accuracy, and a fundamental understanding of the interconnection between art, science, and culture. The program was conducted over three days through a series of activities, including workshops on constructing pinhole cameras, field exploration and photography at Malay Deli heritage sites namely Maimun Palace, Al- Mashun Grand Mosque, Al-Osmani Grand Mosque, and Sri Deli Park and photo developing and curation sessions. The activities actively involved children from the Rumah Edukasi Anak Pesisir community as primary participants in the visual documentation of cultural heritage. The results indicate an improvement in participants’ understanding of Malay Deli historical and cultural values, the development of creative and reflective thinking skills, and the production of children’s photographic works with potential use as educational and cultural promotion media. Overall, this program contributes to participatory-based cultural advancement and strengthens sustainable cultural tourism through an educational, creative, and sustainable approach.
Pengaruh Social Media Marketing melalui Instagram terhadap Brand Awareness Muarchee Penang Heftina Simbolon; Binsar Sihombing; Muhammad Roestian Fahmi Nasution; Elvina Emanuella Br Surbakti
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 3 No. 1 (2026): Februari : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v3i1.1273

Abstract

The expansion of micro, small, and medium enterprises (MSMEs) within Indonesia’s food and beverage industry has shown rapid progress; nevertheless, many entrepreneurs continue to encounter difficulties in enhancing brand awareness due to the limited optimization of digital marketing efforts. This research investigates the influence of Instagram-based social media marketing on the brand awareness of Muarchee Penang by applying the 4C framework, which encompasses context, communication, collaboration, and connection. The study adopts a quantitative methodology with a causal associative design and involves 100 followers of the Muarchee Penang Instagram account selected through purposive sampling. Data were gathered using structured questionnaires and processed through multiple linear regression analysis. The results reveal that context and communication significantly and positively affect brand awareness, whereas collaboration and connection do not demonstrate a significant impact. However, when assessed collectively, the four variables exhibit a positive and significant influence, explaining 43 percent of the variation in brand awareness. Overall, the development of brand awareness on Instagram is driven more by content relevance, consistency, and the effectiveness of two-way communication than by posting frequency or poorly directed collaborations. Accordingly, Muarchee Penang is advised to consistently showcase visually appealing content to reinforce its brand image, convey informative messages emphasizing product benefits and customer testimonials, maintain consistent visual identity elements such as colors and logos across posts, actively interact with its audience, and pursue collaborations and customer engagement initiatives that align with the brand’s identity.
Co-Authors Beby Karina Fawzeea Sembiring Beby Karina Fawzeea Sembiring, Sugiharto Pujangkoro, Binsar Sihombing Elvina Emanuella Br Surbakti Ginting, Teguh Riandi Hafiz Arham Heftina Simbolon Julia Hidayah Nasution Nora Anisa Br. Sinulingga Sofian Hidayat Sugiharto Pujangkoro Via Esterlina Br Ginting