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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH International Journal of Economics Development Research (IJEDR) SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Penkomi : Kajian Pendidikan dan Ekonomi Jurnal Minfo Polgan (JMP) Eastasouth Journal of Effective Community Services Eastasouth Journal of Positive Community Services Jurnal Pengabdian West Science Journal Of Indonesian Social Society Gudang Jurnal Multidisiplin Ilmu Jurnal Pengabdian Bukit Pengharapan Gudang Jurnal Pengabdian Masyarakat Journal of Social Work and Science Education PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Jurnal Pengabdian Bakti Akademisi Jurnal Simki Economic
Lisa Elianti Nasution
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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Pengaruh Advertising, Promotion dan Public Relations terhadap Keputusan Pembelian Fore Coffee di Sun Plaza Medan Anabella Monica Agustine Simanjuntak; Elisabeth Nainggolan; Lisa Elianti Nasution
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1575

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh advertising, promotion, dan public relations terhadap keputusan pembelian konsumen pada Fore Coffee di Sun Plaza Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Data diperoleh melalui penyebaran kuesioner kepada 200 konsumen yang pernah melakukan pembelian produk Coffee Fore di Sun Plaza Medan dengan menggunakan skala Likert. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode accidental sampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa advertising, promotion, dan public relations secara parsial memiliki pengaruh signifikan terhadap keputusan pembelian konsumen. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian. Hasil koefisien determinasi menunjukkan bahwa advertising, promotion, dan public relations mampu menjelaskan sebagian besar variasi keputusan pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa strategi komunikasi pemasaran memiliki peran penting dalam mempengaruhi perilaku dan keputusan pembelian konsumen.
Pengaruh Digital Marketing, Kualitas Layanan dan Brand Image terhadap Keunggulan Bersaing pada Showroom Astra Daihatsu Medan Krakatau Anggreini Laowo; Elisabeth Nainggolan; Lisa Elianti Nasution
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1596

Abstract

This study aims to analyze the influence of digital marketing, service quality, and brand image on competitive advantage at the Astra Daihatsu Medan Krakatau Showroom. The study employs a quantitative approach using a survey method, involving the distribution of questionnaires to showroom customers. The sampling technique utilized purposive sampling to obtain a sufficient number of respondents who met the study’s criteria. The data obtained were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that digital marketing and service quality have a significant impact on competitive advantage; however, they have not yet been able to provide an optimal contribution to enhancing the company’s competitiveness. Meanwhile, brand image has a positive and significant influence and is the most dominant factor in shaping competitive advantage. This indicates that a strong brand image can enhance consumer trust and positive perceptions of the company. Simultaneously, digital marketing, service quality, and brand image significantly influence the competitive advantage of the showroom. Therefore, the company needs to enhance the effectiveness of its digital marketing strategies, improve service quality, and continuously strengthen its brand image to boost the company’s competitiveness amid the increasingly competitive automotive industry
Pengaruh Customer Relationship Management, Ketepatan Waktu Pengiriman dan Layanan Digital terhadap Kepuasan Pelanggan pada PT Tunas Antarnusa Muda Kargo Annisa Fahira; Elisabeth Nainggolan; Lisa Elianti Nasution
Jurnal Simki Economic Vol 9 No 2 (2026): Volume 9 Nomor 2 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i2.1599

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer relationship management (CRM), ketepatan waktu pengiriman, dan layanan digital terhadap kepuasan pelanggan pada PT Tunas Antarnusa Muda Kargo. Penelitian ini dilatarbelakangi oleh adanya research gap dari hasil studi terdahulu yang menunjukkan inkonsistensi pengaruh ketiga variabel tersebut terhadap kepuasan pelanggan. Metode yang digunakan adalah pendekatan kuantitatif dengan desain asosiatif, melibatkan 389 responden yang dipilih menggunakan teknik accidental sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan CRM, ketepatan waktu pengiriman, dan layanan digital berpengaruh signifikan terhadap kepuasan pelanggan. Secara parsial, CRM berpengaruh positif signifikan, sedangkan ketepatan waktu pengiriman dan layanan digital berpengaruh negatif signifikan. Novelty penelitian ini terletak pada temuan bahwa aspek operasional dan digital dapat berdampak negatif terhadap kepuasan apabila tidak sesuai dengan ekspektasi pelanggan. Secara teoretis, penelitian ini memperkuat Expectation Confirmation Theory bahwa ketidaksesuaian antara harapan dan kinerja layanan akan menurunkan kepuasan pelanggan.
Karang Taruna Human Resource Competency Development Through Soft Skills and Digital Literacy Training in Pematang Johar Village Lisa Elianti Nasution; Phan Bao Giang; Sipnarong Kanchanawongpaisan; Muhammad Hafiz Abd.Rashid; Hendra Halim; Khoirul Amri; Dedi Irawan
Eastasouth Journal of Effective Community Services Vol 4 No 02 (2025): Eastasouth Journal of Effective Community Services (EJECS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejecs.v4i02.512

Abstract

This community service program was carried out to answer the issue of lack of soft skills and digital literacy competencies among members of the Pematang Johar Village Youth Organization, which has an impact on the suboptimal role of youth in social activities and village development. The focus of this service is to increase communication capacity, leadership, teamwork, and the ability to utilize digital technology. The activity aims to empower youth through strengthening personal and organizational competencies. The methods used are participatory action research (PAR) and practice-based participatory training, which are carried out through soft skills sessions, basic digital literacy, advanced digital literacy, and technical assistance. The results of the activity showed a significant increase in the communication skills, leadership, and digital skills of the participants, the formation of a digital creative team, and the improvement of the organizational culture of Karang Taruna. This program has succeeded in encouraging youth as agents of social change in the village.
THE INFLUENCE OF PROMOTION, WORD-OF MOUTH, AND BRAND IMAGE ON CONSUMER PURCHASE DECISIONS: A STUDY OF KOPI SOE MEDAN: Promotion, Word-of Mouth, Brand Image, Purchase Decisions, Coffe Shop Industry Carissa Emily Wijaya; Afrizal; Lisa Elianti Nasution
SOSIOEDUKASI Vol 15 No 2 (2026): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v15i2.7902

Abstract

This study aims to analyze the influence of promotion, word of mouth, and brand image on consumer purchase decisions at Kopi Soe Medan. The research employs a quantitative approach using primary data collected through questionnaires distributed to 160 respondents. Data analysis is conducted using multiple linear regression with the assistance of statistical software, including classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that partially, promotion, word of mouth, and brand image each have a positive and significant effect on purchase decisions. Simultaneously, all independent variables also have a significant effect on purchase decisions, indicating that the model is statistically valid. Among the variables, brand image has the strongest influence, followed by word of mouth and promotion. The coefficient of determination indicates that the model explains a moderate proportion of the variation in purchase decisions, while the remaining variance is influenced by other factors. These findings suggest that strengthening brand image, optimizing promotional strategies, and encouraging positive word of mouth are essential for improving consumer purchase decisions. Therefore, an integrated marketing strategy is necessary for businesses to remain competitive in the coffee shop industry.
PENINGKATAN KINERJA, DAN KEBERLANJUTAN UMKM MELALUI INOVASI DIGITAL EKONOMI DAN KEUANGAN HIJAU BERBASIS ESG Fenny Afrida; Lisa Elianti Nasution
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 8 No. 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4860

Abstract

Abstract: Digital economic innovations such as the internet, smartphones, and other technological applications can facilitate the collection, storage, and analysis of various information in the economic world, especially for every Micro, Small, and Medium Enterprise (MSME) actor in transforming their entrepreneurial processes. Many MSME actors find it difficult to maintain their businesses. This is because they are unable to compete with MSME actors carried out by the younger generation. The purpose of this study is to examine the impact of digital innovations in the economy and ESG-based green finance in improving the performance and sustainability of MSMEs in Medan Tembung. The research methodology used is a purposive sampling technique. This type of research is causal research. The data analysis model used is SEM-PLS. Data sources are primary and secondary data. Overall, the results of this study show that Digital Innovation, Green Finance, and ESG Implementation are important factors that influence the performance and sustainability of MSMEs. ESG is proven to be an intervening variable that strengthens the relationship between the independent and dependent variables, while MSME performance is proven to be a bridge to MSME sustainability. Thus, the results of this study confirm that the sustainability of MSMEs depends not only on financial aspects, but also on their ability to digitally transform, access green financing, and integrate ESG practices into every line of their business. Keyword: Performance Improvement; MSMEs; Digital Economy Innovation; Green Finance; ESG Abstrak: Inovasi digital ekonomi seperti internet, smartphone, dan aplikasi teknologi lainnya dapat mempermudah dalam mengumpulkan, menyimpan, dan menganalisis berbagai informasi dalam dunia ekonomi khususnya bagi setiap pelaku Usaha Mikro Kecil dan Menengah (UMKM) dalam mengubah proses kewirausahaannya. Banyak pelaku UMKM yang merasa kesulitan untuk bisa mempertahankan usaha mereka. Hal ini disebabkan karena mereka kalah bersaing dengan pelaku UMKM yang dilakukan oleh genarasi muda. Tujuan penelitian ini untuk melihat dampak dari inovasi digital ekonomi dan keuangan hijau berbasis ESG dalam meningkatkan kinerja dan keberlanjutan UMKM di Medan Tembung. Metodologi penelitian yang digunakan dengan teknik purposive sampling. Jenis penelitian ini merupakan penelitian kausalitas. Model analisis data yang digunakan yaitu SEM-PLS. Sumber data berupa data primer dan sekunder. Secara keseluruhan, hasil penelitian ini memperlihatkan bahwa Inovasi Digital, Keuangan Hijau, dan Penerapan ESG adalah faktor penting yang memengaruhi kinerja dan keberlanjutan UMKM. ESG terbukti menjadi variabel intervening yang memperkuat hubungan antar variabel independen dan dependen, sementara kinerja UMKM terbukti menjadi jembatan menuju keberlanjutan UMKM. Dengan demikian, hasil penelitian ini menegaskan bahwa keberlanjutan UMKM bukan hanya bergantung pada aspek finansial, tetapi juga pada kemampuan UMKM untuk bertransformasi secara digital, mengakses pembiayaan hijau, dan mengintegrasikan praktik ESG dalam setiap lini usahanya. Kata kunci: Penigkatan Kinerja; UMKM; Inovasi Digital Ekonomi; Keuangan Hijau; ESG 
PERAN MARKET AGILITY DALAM MEMEDIASI PENGARUH DIGITAL MARKETING CAPABILITY TERHADAP KINERJA UMKM Indra Heri Rukmana; Lisa Elianti Nasution
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6375

Abstract

This study aims to analyze the effect of digital marketing capability on SME performance with market agility as a mediating variable. The research employs a quantitative approach with an explanatory design. The population consists of SME actors in Kecamatan Medan Kota, with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing capability has a positive and significant effect on both SME performance and market agility. Market agility also has a significant positive effect on SME performance. Furthermore, market agility mediates the relationship between digital marketing capability and SME performance with partial mediation. These findings suggest that digital marketing capability will be more effective in improving SME performance when supported by the ability to adapt to market changes. This study contributes to the business management literature and provides practical implications for SME actors in optimizing adaptive digital marketing strategies to enhance business performance.
PERAN KETERIKATAN KERJA DALAM MEMEDIASI TRANSFORMASI DIGITAL MSDM TERHADAP KINERJA KARYAWAN UMKM Lisa Elianti Nasution; Muhammar Syafii; Indah Mawarni
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6376

Abstract

This study aims to analyze the role of work engagement in mediating the effect of digital transformation of human resource management (HRM) on employee performance in SMEs in Medan City. This research employs a quantitative approach with an explanatory design. Data were collected through questionnaires distributed to 100 SME employees using purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that digital transformation of HRM has a positive and significant effect on work engagement and employee performance. Work engagement also has a positive and significant effect on employee performance. Furthermore, work engagement significantly mediates the relationship between digital transformation of HRM and employee performance with partial mediation. These findings suggest that the success of digital transformation in improving employee performance depends not only on the implementation of technology but also on the level of employee work engagement. This study contributes theoretically to the development of digital HRM literature and provides practical implications for SMEs in managing human resources more effectively in the digital era.
Co-Authors Afrizal Afrizal Al Munawar Al Munawar Alda Claudia Sagala Anabella Monica Agustine Simanjuntak Anggreini Laowo Annisa Fahira Aqil, Atallah Carissa Emily Wijaya Dea Nabila Putri Dedi Irawan Deliyanti Simbolon Desma Erica Maryati Manik Dian Setyorini Dita Sayidin Dita Sayidina Harahap Dita Sayidina Harahap Elisabeth Nainggolan Farid Mulana Fatahillah, Habib Fenny Afrida Fernando Capreli Halim, Hendra Haris Riyaldi, Muhammad Hendra Halim Hidayat, Firdan Indah Mawarni Indra Heri Rukmana Isra Rafika Sihombing Khoirul Amri Martin Sitepu, Panglima Muhammad Hafiz Abd.Rashid Muhammad Haris Riyaldi, Muhammad Haris Muhammar Syafii Nizam, Ahmad Nurma Sari, Nurma Octaviona Kesuma Wijaya Pesta Gultom Petrus Loo Phan Bao Giang Putri Mentari Raja Pratama Winfrid Hasibuan Sagala, Alda Claudia Sinaga, Hommy Dorthy Ellyany Sipnarong Kanchanawongpaisan Sri Rezeki Steven Sujinny, Sujinny Tjuang, VALESIA TJUANG Vanessa Vanessa Vincent Wijaya, Michael Kurniawan Zahrani, Nazila Zahri Hamat