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The Influence of Viral Marketing and Halal Awareness on Purchasing Decisions at The Mie Gacoan Branch Dr. Mansyur Medan Nabila; Hasman, Haryaji Catur Putera; Siregar, Dahrul
Journal Of Management Analytical and Solution (JoMAS) Vol. 4 No. 1 (2024): Journal Of Management Analytical and Solution
Publisher : TALENTA Publisher, Universitas Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jomas.v4i1.13885

This study was conducted to determine the effect of viral marketing and halal awareness on purchasing decisions at the Dr. Mansyur Medan branch of Mie Gacoan. In this study using quantitative research, quantitative research can be interpreted as a research method based on the philosophy of positivism, used to research on certain populations or samples, characteristics and relationships between variables whose data collection techniques use questionnaires. Data collection in this study was carried out slot zeus through distributing questionnaires using a Likert scale. The sample in this study were Gacoan Noodle Consumers totaling 97 respondents. The technique used to analyze data using Multiple Linear Regression Analysis with the help of SPSS Software. The results showed that the partial test of viral marketing variables had a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch. The halal awareness variable has a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch, and in the simultaneous test the viral marketing variable and the halal awareness variable together have a positive and significant effect on purchasing decisions at Mie Gacoan, Dr. Mansyur Medan branch. In the Coefficient of Determination test, the Adjusted R Square value is 0.562 (56.2%) and the rest is influenced by other factors.

Marketing Perspective in Social Enterprise Performance: A Bibliometric Analysis Salqaura, Siti Alhamra; Rizca Amelia, Wan; Alfifto, Alfifto; Catur Putera Hasman, Haryaji
Journal of Critical Realism in Socio-Economics (JOCRISE) Vol. 1 No. 1 (2022): Critical Realism: Paradigm Shifts
Publisher : University of Darussalam Gontor Press

Social enterprise performance is a subject that is being intensively researched in recent years because the effects are claimed to be accelerated a country's economic development. The purpose of this study is to analyze the correlation of marketing regarding social enterprise performance so that it can present theoretical frameworks and guides for new researchers. The Scopus, Crossref, and google scholar databases were used in this research. This research uses qualitative methods from the literature review. The most cited paper is “Social Marketing: An Approach to Planned Social Change”. The most prolific years were 2015 to 2019. This research resulted in three major topics that are currently being researched, namely social marketing, enterprise, and performance. Furthermore, the results of this study also indicate future research opportunities.

The Influence of Hedonic Shopping Value, Shopping Lifestyle, and Gamification on Impulse Buying among Generation Z TikTok Shop Users in Medan City Ringo, Wenni Siringo; Salqaura, Siti Alhamra; Hasman, Haryaji Catur Putera
International Journal of Education, Information Technology, and Others Vol 6 No 3 (2023): International Journal of Education, Information Technology and Others
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10152196

The phenomenon of rapid development of online shopping and Internet frequency may lead to impulsive buying behaviour due to shopping stimuli and moods. The purpose of this study is to determine: (1) Impact of hedonic shopping value on impulse purchases (2) Impact of shopping lifestyle on impulse purchases (3) Impact of gamification on impulse purchases (4) Impact of hedonic shopping values, shopping lifestyles, and gamification on impulse purchases. The research method used in this study is quantitative with an associative approach. A questionnaire was distributed to 100 respondents of Generation Z who are TikTok shop users in Medan city. The data analysis technique used is multiple linear regression. Here are the research results: (1) Hedonic purchase amount (X1) has a significant positive impact on impulse purchases (Y), as evidenced by t-value 3.199 > t-table 1.660 and significance 0.002, as evidenced by F-value 45.013 > F-table 2.14 and significance < 0.001. 0.1 (2) Shopping Lifestyle (X2) has a positive and significant influence on Impulse Buying, evidenced by t-value 5.091 > t-table 1.660 and a significance of 0.001 < 0.1 (3) Gamification (X3) does not have a significant effect on Impulse Buying variables (Y) but has a positive value. This is evidenced by t-value 1.571 < t-table 1.660 and a significance of 0.120 > 0.1 (4) Hedonic Shopping Value (X1), Shopping Lifestyle (X2), Gamification (X3) together (simultaneously) have a positive and significant effect on the variable Impulse Buying (Y) is evidenced by F-value 45.013 > F-table 2.14 and the significance is 0.001 < 0.1.

The Influence of TikTok Social Media and Glow Up Trends on the Purchasing Interest of Cosmetic Products Among Residents of Boarding Houses in Padang Bulan Simanungkalit, Betharia Agus Melli; Hasman, Haryaji Catur Putera; Salqaura, Siti Alhamra
International Journal of Education, Information Technology, and Others Vol 6 No 4 (2023): International Journal of Education, information technology and others (IJEIT)
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10444817

This research aims to examine the influence of social media and the glow-up trend on the purchasing interest of cosmetic products among boarders in Padang Bulan. The study employs a quantitative method with an associative approach. The population for this research consists of boarders in Padang Bulan, with a sample of 90 respondents. Data analysis is conducted using multiple linear regression tests. The results indicate that, partially, TikTok social media has a positive and significant effect on purchasing interest, and the glow-up trend has a positive and significant effect on purchasing interest. Simultaneously, TikTok social media and the glow-up trend have a positive and significant effect on purchasing interest. The coefficient of determination results show that the dependent variable of TikTok social media can be explained by the glow-up trend and purchasing interest by 17.3%, while the remaining 82.7% is influenced by other variables beyond the scope of this study.

PENINGKATAN PROFESIONALISMEN GURU MELALUI MANAJEMEN PENDIDIKAN ISLAM PADA GENERASI ALPHA DI MIS ELSUSI MELDINA Naldi, Anri; Hasman, Haryaji Catur Putera; Rusdi, Muhammad; Nasution, Nurdila; Dasriansyah, Dasriansyah
JURNAL PENGABDIAN KEPADA MASYARAKAT Vol 30, No 2 (2024): APRIL-JUNI
Publisher : Universitas Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24114/jpkm.v30i2.54837

The lack of training and utilization of technology-based digital learning media is problematic in improving teacher professionalism in educating the current generation of Alfha at MIS Elsusi Meldina. Through the Community Service Partnership Program as a form of the Tridarma of Education. Seeing the condition of these problems offers solutions: 1. Professional Improvement of Teachers through Islamic Education Management 2. Professional Improvement of Teachers through the use of technology-based digital media in learning. The results showed that the lack of knowledge and training followed in improving teacher professionalism has hampered the course of education management, both from policy factors, leadership, supervision and supervision that are not carried out properly. So that with the number of educators and education staff of 16 people and the number of students 412 currently experiencing several problems caused by lack and lack of knowledge, digital medians, mastery of technology in learning, this is a big barrier in improving their professionalism in the learning process. It was concluded that the community service activities carried out for six months have brought changes in improving teacher professionalism through the management of Islamic education in the alfha generation as shown by the improvements made by Mis Elsusi Meldina both in teacher professionalism, through training and knowledge, Islamic education management through improving policies, leadership, verification and supervision and educating the alfha generation using media, digital and technology-based learning models.

Pengaruh Fomo Terhadap Impulse Buying Saat Live Streaming pada Pengguna Shopee di Kota Medan Hasman, Haryaji Catur Putera; Irza, Novia Aishwarya; Yunita, Nindya; Alfifto, Alfifto
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 23 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14566093

The purpose of this study is to determine the Effect of FOMO and Sales Promotion on Impulse Buying during live streaming on Shopee users in Medan. The population in this study is Consumers have made product purchases on Shopee live streaming So the respondents who will be sampled in this study are 110 Shopee users who live in Medan City. Results of the FOMO hypothesis test on Impulse Buying The test results of FOMO on Impulse Buying have a P-Values of 0.000 and t-Statistics 4.598 or this value has P-Values, 0.05 and t-statistics >1.96. this means that FOMO has a significant effect on Impulse buying. Sales Promotion to Impulse Buying The results of testing the hypothesis of Sales Promotion to Impulse Buying have a P-Values value of 0.000 and t-Statistics 5.915 or this value has P-Values 0.05 and t-statistics 1.96. This means that Sales Promotion has a significant effect on impulse buying.

Pengaruh Brand Equity Terhadap Purchase Intention Produk Es Krim Cornetto Disc Oreo pada Masyarakat Kecamatan Medan Sunggal Hasman, Haryaji Catur Putera; Saputri, Ayumi Yukiko; Suryani, Wan
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 23 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14560748

This research aims to test and analyze the influence of brand equity on purchase intention for Cornetto Disc Oreo ice cream products in the Medan Sunggal District Community. This type of research is quantitative and associative research. This research consists of one independent variable and one dependent variable. The independent variable in this research is Brand equity (X) and the dependent variable is Purchase intention (Y). The sampling technique used was a purposive sampling method with the criteria being that respondents were over 17 years old, people who live in Medan Sunggal District, and people who know the Cornetto Disc Oreo ice cream product. The sample in this study was 100 respondents. The data collection technique uses a survey method via questionnaires. The results of this research resulted in the finding that the brand equity variable had a positive and significant effect on purchase intention for Cornetto Disc Oreo ice cream products in the Medan Sunggal District Community.

PENINGKATAN PROFESIONALISMEN GURU MELALUI MANAJEMEN PENDIDIKAN ISLAM PADA GENERASI ALPHA DI MIS ELSUSI MELDINA Naldi, Anri; Hasman, Haryaji Catur Putera; Rusdi, Muhammad; Nasution, Nurdila; Dasriansyah, Dasriansyah
JURNAL PENGABDIAN KEPADA MASYARAKAT Vol. 30 No. 2 (2024): APRIL-JUNI
Publisher : Universitas Negeri Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24114/jpkm.v30i2.54837

The lack of training and utilization of technology-based digital learning media is problematic in improving teacher professionalism in educating the current generation of Alfha at MIS Elsusi Meldina. Through the Community Service Partnership Program as a form of the Tridarma of Education. Seeing the condition of these problems offers solutions: 1. Professional Improvement of Teachers through Islamic Education Management 2. Professional Improvement of Teachers through the use of technology-based digital media in learning. The results showed that the lack of knowledge and training followed in improving teacher professionalism has hampered the course of education management, both from policy factors, leadership, supervision and supervision that are not carried out properly. So that with the number of educators and education staff of 16 people and the number of students 412 currently experiencing several problems caused by lack and lack of knowledge, digital medians, mastery of technology in learning, this is a big barrier in improving their professionalism in the learning process. It was concluded that the community service activities carried out for six months have brought changes in improving teacher professionalism through the management of Islamic education in the alfha generation as shown by the improvements made by Mis Elsusi Meldina both in teacher professionalism, through training and knowledge, Islamic education management through improving policies, leadership, verification and supervision and educating the alfha generation using media, digital and technology-based learning models.

Pengaruh Kemudahan dan Kepercayaan terhadap Keputusan Pembelian di Aplikasi Tokopedia pada Masyarakat Lingkungan III Kelurahan Pulau Simardan Kota Tanjung Balai Abidin, Toha; Alfifto; Hasman, Haryaji Catur Putera
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 9 No 1 (2024)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v9i1.21914

Penelitian ini bertujuan untuk mengetahui pengaruh kemudahan dan kepercayaan terhadap keputusan pembelian di aplikasi tokopedia pada masyarakat lingkungan III kelurahan pulau simardan kota tanjung balai. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory. Penelitian explanatory ini menguji suatu hipotesis antara variabel satu dengan variabel yang lain yang saling berpengaruh antara satu dengan yang lain. Populasi dalam penelitian ini adalah masyarakat Lingkungan III Kelurahan Pulau Simardan Kota Tanjung Balai yang berjumlah sebanyak 1.165 Masyarakat. Teknik pengambilan sampel dengan menggunakan rumus slovin dan jumlah sampel sebanyak 92 orang. Hasil pengujian mengatakan bahwa dapat disimpulkan bahwa kemudahan berpengaruh positif dan signifikan terhadap keputusan pembelian. kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. Dan kemudahan dan kepercayaan secara simultan berpengaruh signifikan terhadap keputusan pembelian di Aplikasi Tokopedia Pada Masyarakat Lingkungan III Kelurahan Pulau Simardan Kota Tanjung Balai. Nilai koefisien determinasi dilihat dari Adjusted R Square sebesar 0,804 menunjukkan bahwa tingkat korelasi atau hubungan antara kemudahan, kepercayaan dan keputusan pembelian memiliki hubungan yang kuat erat sebesar 80,4%. Sedangkan sisanya sebesar 19,6% dijelaskan oleh sebab-sebab yang lain yang tidak diteliti dalam penelitian ini.

The Relationship between Brand Personality and Brand Loyalty: An Empirical Literature Review Haryaji Catur Putera Hasman
Journal Business Administration: Entrepreneurship and Creative Industry Vol. 4 No. 2 (2025): Journal Business Administration: Entrepreneurship & Creative Industry
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jba.v4i2.20860

This study aims to examine the relationship between brand personality and brand loyalty based on empirical research published in the last five years. The review was conducted using a focused narrative literature review approach, analyzing ten scholarly articles obtained from accredited national and international journals. Inclusion criteria included articles published between 2019 and 2024, empirical studies based on primary data, full-text availability, and a clear focus on the relationship between brand personality and brand loyalty. The findings reveal that, in general, brand personality has a positive influence on brand loyalty, either directly or indirectly through mediating variables such as brand trust, brand satisfaction, brand equity, self-congruity, and customer brand identification. Several brand personality dimensions, such as sincerity, competence, and ruggedness, were found to have a stronger effect on brand loyalty compared to other dimensions. These results highlight the strategic importance of brand personality management in fostering customer loyalty. This review is expected to serve as a conceptual reference for researchers and marketing practitioners in understanding the dynamics between brand character and consumer loyalty in an increasingly competitive brand landscape.

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