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All Journal Jurnal Ilmiah METADATA Economics and Digital Business Review ProBisnis : Jurnal Manajemen Economics and Business Journal Jurnal Multidisiplin Sahombu Jurnal Ekonomi, Manajemen, Akuntansi INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Yupiter Mendrofa
Universitas Nias, Indonesia
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk di Geuliss Bakery & Cake Kota Gunungsitoli Musartika Tafonao; Yupiter Mendrofa; Heniwati Gulo; Serniati Zebua
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian dilaksanakan di Geuliss Bakery & Cake Kota Gunungsitoli, berdasarkan fenomena masalah peneliti menemukan menemukan permasalahan pada kemasan produk yang dimana kemasan tersebut tidak memiliki logo atau pun nama, yang membuat konsumen bisa mengetahui produknya dan mempercayai produk roti ataupun kue. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap keputusan pembelian produk di Geuliss Bakery & Cake Kota Gunungsitoli.Pada penelitian ini mengguakan metode penelitian kuantitatif dengan perhitungan data menggunakan SPSS untuk memperoleh nilai akurat, berdasarkan observasi dari data pengelolaan jumlah populasi 129 orang dan sampel 56 orang.Teknik pengumpulan data dengan cara observasi, dan penyebaran angket (kuesioner) kepada responden pelanggan sebanyak 56 responden. Sedangkan pada pengujian analisis data menggunakan uji validitas, uji reliabilitas, analisis koefisien korelasi, koefisien determinan, uji hipotesis t dan uji F.Hasil penelitian ini, menemukan bahwa ada pengaruh  secara parsial antara variabel citra merek (X) terhadap keputusan pembelian (Y) sebesar 9,890 lebih besar dari nilai Ftabel 2,004.  Untuk nilai koefisen determinannya sebesar 64,4% sisanya dipengauhi oleh faktor-faktor lain. 
Pengaruh Daya Tarik Dan Harga Terhadap Minat Menginap di Hotel Kaliki Kota Gunungsitoli Yulia Finta Ningsih Hia; Yupiter Mendrofa; Aferiaman Telaumbanua; Heniwati Gulo
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian ini dilatar belakangi oleh penurunan jumlah pengunjung di Hotel Kaliki Kota Gunungsitoli dari tahun 2024 ke 2025, yang menunjukkan adanya tantangan dalam mempertahankan minat konsumen untuk menginap. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh daya tarik dan harga terhadap minat menginap di Hotel Kaliki Kota Gunungsitoli. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Berdasarkan observasi populasi berjumlah 150 orang, dan data dikumpulkan melalui kuesioner berskala Likert yang disebarkan kepada 60 responden. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan program SPSS versi 26. Hasil penelitian menunjukkan bahwa secara parsial Daya Tarik (X₁) berpengaruh positif dan signifikan terhadap Minat Menginap (Y), berdasarkan nilai t hitung sebesar 3,163. Dan Harga (X₂) berpengaruh positif dan signifikan terhadap Minat Menginap (Y) berdasarkan t hitung 5,456>t tabel 2,002. Secara simultan, Daya Tarik dan Harga berpengaruh signifikan terhadap Minat Menginap berdasarkan F hitung (60,903) > F tabel (3,16), dengan nilai korelasi sebesar 0,825 yang menunjukkan hubungan sangat kuat dan positif. Kesimpulan dari penelitian ini adalah bahwa faktor Harga yang diberikan harus sesuai dengan manfaat yang diperoleh konsumen agar semakin tinggi juga minat tamu untuk menginap, dan Daya Tarik tetap menjadi bagian penting dalam menarik minat tamu namun bukan satu-satunya faktor dominan dalam proses pengambilan keputusan menginap.
Analisis Brand Loyalty dalam Meningkatkan Volume Penjualan Produk Merek Ansari di Toko Indah Jaya Kota Gunungsitoli Foni Kristian Hulu; Nov Elhan Gea; Yuterlin Zalukhu; Yupiter Mendrofa
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Persaingan bisnis yang semakin kompetitif menuntut perusahaan untuk memperkuat loyalitas konsumen sebagai strategi penting dalam mempertahankan pasar dan meningkatkan volume penjualan. Kondisi ini juga terjadi pada produk merek Ansari yang dipasarkan di Toko Indah Jaya Kota Gunungsitoli, di mana loyalitas pelanggan menjadi faktor utama keberlangsungan penjualan. Penelitian ini bertujuan untuk menganalisis brand loyalty dalam meningkatkan volume penjualan produk merek Ansari dan mengetahui kendala brand loyalty dalam meningkatkan volume penjualan produk merek Ansari di Toko Indah Jaya. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Data di analisis melalui tahapan pengumpulan data, reduksi data, penyajian data, serta penarikan kesimpulan. Informan penelitian meliputi pemilik toko dan karyawan yang secara aktif melayani produk merek Ansari. Hasil penelitian menunjukkan bahwa loyalitas konsumen terhadap merek Ansari tercermin dari beberapa indikator, yaitu tingkat pembelian produk yang sama, pembelian produk secara berulang, tidak beralih ke merek lain, merekomendasikan ke orang lain. Brand loyalty terbukti memberikan kontribusi signifikan dalam meningkatkan volume penjualan, terutama melalui pembelian berulang dan kepercayaan konsumen terhadap mutu produk. faktor utama yang membentuk brand loyalty meliputi konsisten pembelian produk yang sama, pembelian ulang yang rutin, kcenderungan pelanggan untuk tidak beralih ke merek lain, rekomendasi produk kepada orang lain yang menghasilkan pelanggan baru. Keempat aspek ini berperan penting dalam mendorong konsumen untuk terus memilih dan membeli produk Ansari.
MARKETING STRATEGY THROUGH APPLICATION-BASED DIGITAL MARKETING IN INCREASING CUSTOMER SATISFACTION Yupiter Mendrofa; Susi Arijanti; Johni Eka Putra
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 12 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

Technological developments produce increasingly sophisticated facilities, which can be used as media in developing customer satisfaction-oriented business ventures. One form of technology integration is in marketing practices using digital marketing strategies. Digital marketing strategies are very important as a strategy to increase sales. Currently, establishing effective communication with customers has become a necessity so that customers can understand them. Digital marketing is a marketing or promotional activity for a brand or product using digital media or the internet. The aim of digital marketing itself is to attract consumer interest quickly. The use of digital media in this activity can provide many benefits because the advantages of digital technology enable instant two-way communication between producers and customers, where customers can choose, order, respond and even submit complaints directly wherever and whenever. The important point of the advantage of digital technology is the high frequency of communication or interaction that occurs between producers and customers with a fast information distribution process, which indicates the existence of high frequency brand communication.
DYNAMIC ANALYSIS OF CAPITAL MARKETS: A COMPREHENSIVE STUDY ON GLOBAL ECONOMIC SHIFTS AND THEIR IMPLICATIONS FOR INVESTMENT STRATEGIES AND PORTFOLIO PERFORMANCE Andi Sumarlin K; Kartijo; Eliagus Telaumbanua; Yupiter Mendrofa; Mohamad Khairi Bin Haji Othman
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 9 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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Abstract

This study explores the intricate relationship between global economic shifts and their implications for investment strategies and portfolio performance in a rapidly transforming global economic landscape. Beginning with a historical perspective, the research traces the evolution from traditional to modern portfolio theories, recognizing the pioneering contributions of Harry Markowitz and subsequent theorists like William Sharpe. Emphasis is placed on the adaptability of modern portfolio theories to address challenges presented by dynamic economic environments. Modern Portfolio Theory (MPT) is scrutinized as a pivotal framework that surpasses static diversification strategies. MPT incorporates the risk and return of individual assets and their correlations, facilitating a nuanced and dynamic portfolio construction approach. Enriching this framework are insights from behavioral finance and dynamic asset allocation, providing practical tools for investors to navigate the complexities of rapidly changing economic landscapes. The study delves into risk management strategies tailored for dynamic environments, focusing on the pivotal role of hedging techniques such as options and futures contracts. Dynamic hedging, with its capacity to adjust positions in response to changing market conditions, is highlighted as essential for navigating uncertainties inherent in economic shifts. Diversification strategies emerge as a cornerstone of effective risk management, extending beyond traditional asset classes. The study underscores the importance of modern diversification strategies, encompassing alternative investments like tangible assets, private equity, and hedge funds. This adaptive diversification approach aims to create portfolios resilient to the impacts of specific economic events, fortifying them against localized economic shifts. This research provides valuable insights for informed investment decision-making in the dynamic global economic landscape.
MODERN APPROACHES TO RISK MANAGEMENT IN INVESTMENT PORTFOLIOS: STRATEGIES IN MARKET VOLATILITY Loso Judijanto; Yupiter Mendrofa; Iwan Harsono; Pirmanta Sebayang; Fuadah Johari
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 1 No. 10 (2025): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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This paper explores the evolution of risk management strategies in investment portfolios, explicitly focusing on addressing challenges posed by market volatility. Effective risk management is paramount for safeguarding investor assets in an era of globalization, technological advancements, and heightened interconnectedness. Traditional theories, such as Modern Portfolio Theory (MPT) and the Capital Asset Pricing Model (CAPM), have provided foundational frameworks. However, limitations in addressing the dynamic nature of contemporary financial markets during periods of heightened volatility have led to the emergence of modern approaches. This study investigates the integration of technological advancements, insights from behavioral finance, and sophisticated quantitative models to provide nuanced and adaptive risk management strategies. Algorithmic trading, dynamic asset allocation models, and behavioral insights contribute to a comprehensive toolkit for managing risk during market volatility. The paper assesses the efficacy of these modern approaches in navigating the complexities of fluctuating markets and offers insights into the evolving landscape of risk management.
Pengaruh Physical Evidence terhadap Loyalitas Pelanggan pada Usaha Konveksi Elshadai Ewitt di Gunungsitoli Free Dwi Indryanti Zega; Maria Magdalena Bate’e; Heniwati Gulo; Yupiter Mendrofa
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.15403

Abstract

Dalam persaingan bisnis yang semakin ketat, loyalitas pelanggan menjadi faktor kunci bagi keberlangsungan usaha mikro, kecil, dan menengah. Salah satu determinan penting loyalitas adalah physical evidence, yang mencakup fasilitas fisik, simbol, serta penampilan karyawan dalam membentuk persepsi kualitas layanan. Penelitian ini bertujuan untuk menganalisis pengaruh physical evidence terhadap loyalitas pelanggan pada usaha konveksi Elshadai Ewitt di Pulau Nias. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap seluruh pelanggan yang dijadikan responden melalui teknik sensus. Data dikumpulkan melalui kuesioner skala Likert, observasi, dan dokumentasi, kemudian dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, serta regresi linear sederhana. Hasil penelitian menunjukkan bahwa physical evidence berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan ini menegaskan bahwa peningkatan kualitas bukti fisik mampu memperkuat persepsi profesionalitas dan mendorong terbentuknya loyalitas pelanggan. Dengan demikian, pengelolaan aspek fisik menjadi strategi penting bagi UMKM dalam meningkatkan daya saing dan mempertahankan pelanggan.
THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE INDIHOME PRODUCT PURCHASE DECISION PROCESS AT PLASA TELKOM NIAS Anugerah Zega; Nov Elhan Gea; Yupiter Mendrofa; Serniati Zebua
Jurnal Ilmiah METADATA Vol. 8 No. 1 (2026): Edition January 2026
Publisher : LPPM YPITI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47652/metadata.v8i1.981

Abstract

This study aims to analyze the influence of integrated marketing communications on the purchasing decision-making process for IndiHome products at Plasa Telkom Nias. Integrated marketing communications is a strategy that combines various promotional channels, such as advertising, sales promotions, direct marketing, and social media, to deliver a consistent and compelling message to consumers. This study used a quantitative approach with a survey technique of 57 IndiHome users at Plasa Telkom Nias. Data were collected through a questionnaire and analyzed using validity and reliability tests, simple linear regression, and t-tests. The results of the study indicate that integrated marketing communications significantly influence purchasing decisions for IndiHome products. A significance value of 0.000 (<0.05) and a calculated t-value of 13.561 demonstrate a strong relationship between the two variables. This means that the better the implementation of integrated marketing communications, the higher the consumer's likelihood of purchasing IndiHome products. This research provides a practical contribution for Plasa Telkom Nias in improving marketing communication strategies to more effectively attract customer interest and strengthen consumer loyalty.
Analysis of The Use of Facebook Digital Promotion Media To Increase Sales of UD Tahu Murni Products in Gunungsitoli City Petrus Lase; Idarni Harefa; Yupiter Mendrofa; Otanius Laia
Economics and Business Journal (ECBIS) Vol. 4 No. 1 (2025): November
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i1.236

Abstract

This study aims to determine how social media is utilized Facebookas a digital promotional tool at UD. Tahu Murni in Gunungsitoli City, and to identify factors that hinder the effectiveness of such promotions in increasing sales. The background of this study is the increasingly rapid development of information technology that encourages micro, small, and medium enterprises (MSMEs) to utilize digital media as a more efficient promotional strategy and reach a wider market. The research method used is a qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The research informants consisted of business owners and several consumers. The data obtained were analyzed using thematic analysis methods. The results of the study indicate that the use of Facebook as a promotional medium by UD. Tahu Murni has not been optimally implemented. The promotional content uploaded is still simple, inconsistent, and has not utilized strategic features such as paid advertising (Facebook Ads), customer interaction, and social media analytics. The main inhibiting factors in optimizing promotions through Facebook are the business owner's limited digital knowledge, limited time, and the lack of a workforce focused on digital marketing. This study recommends that business actors improve their understanding and skills in social media management, utilize digital promotional features optimally, and develop attractive and consistent content strategies to reach more consumers.
Pengaruh Promosi dan Iklan Terhadap Keputusan Pembelian di Astra Daihatsu Cabang Nias Resman Gulo; Maria Magdalena Bate'e; Yupiter Mendrofa; Idarni Harefa
Economics and Digital Business Review Vol. 7 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3090

Abstract

Penelitian ini dilaksanakan pada Astra Daihatsu cabang Nias yang bergerak dalam penjualan kendaraan roda 4 atau mobil. Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan iklan baik secara parsial maupun simultan terhadap keputusan pembelian dengan menggunakan metode penelitian kuantitatiff. Teknik pengumpulan data dilakukan dengan penyebaran kuisioner kepada 50 orang konsumen Astra Daihatsu cabang Nias. Hasil penelitian menunjukan bahwa secara parsial variabel promosi (X1) berpengaruh signifikan terhadap keputusan pembelian (Y) hal ini ditunjukan pada hasil uji t, variabel X1 nilai Sig. 0,011 < 0,05, serta nilai (t-hitung) 2,659 > (t-tabel) 1,677. Untuk varibel iklan (X2) juga berpengaruh signifikan terhadap keputusan pembelian (Y) dengan hasil nilai Sig. 0,008 < 0,05 dan (t-hitung) 2,757 > 1,677 (t-tabel). Pada hasil uji F() didapati nilai Sig. sebesar 0,000 < 0,05. Selain itu, nilai (F-hitung) 9,565 > (F-tabel 3,195). Hal ini menunjukan bahwa variabel promosi dan iklan berpengaruh secara simultan terhadap keputusan pembelian pada Astra Daihatsu cabang Nias, sehingga dalam penelitian ini H1, H2 dan H3 diterima.
Co-Authors Aferiaman Telaumbanua Andi Sumarlin K Anugerah Zega Eliagus Telaumbanua Foni Kristian Hulu Free Dwi Indryanti Zega Fuadah Johari Heniwati Gulo Idarni Harefa Iwan Harsono Iwarman Waruwu Johni Eka Putra Kartijo Loso Judijanto Maria Magdalena Bate'e Maria Magdalena Bate’e Mohamad Khairi Bin Haji Othman Musartika Tafonao Nov Elhan Gea Otanius Laia Petrus Lase Pirmanta Sebayang Ratna sari Lase Resman Gulo Serniati Zebua Susi Arijanti Yulia Finta Ningsih Hia Yuterlin Zalukhu