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All Journal JEBD Jejak digital: Jurnal Ilmiah Multidisiplin
Muhammad Balkis Venserjude
Universitas Sumatera Utara
Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Peran Value Co Creation Dalam Meningkatkan Marketing Performance Pada Pengguna Shoppee Food Di Kota Medan Muhammad Balkis Venserjude; Alvin Pratama Wahyu; Felix Jemisa Surbakti; Muhammad Dwinov Fadhlulla; Adrian Ashari Jafar Lubis; Onan Marakali Siregar; Afrila Mulyati Siregar
Jurnal Ekonomi dan Bisnis Digital Vol. 1 No. 4 (2024): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

Value co-creation memainkan peran penting dalam meningkatkan kinerja pemasaran di kalangan pengguna Shopee Food di Medan. Penelitian ini bertujuan untuk mengeksplorasi bagaimana value co-creation berkontribusi pada kepuasan dan loyalitas pelanggan, yang pada akhirnya mendorong kinerja pemasaran. Dengan melibatkan pelanggan dalam proses penciptaan nilai, Shopee Food dapat lebih memahami kebutuhan dan preferensi mereka, yang mengarah pada peningkatan penawaran layanan dan pengalaman yang dipersonalisasi. Penelitian ini menggunakan pendekatan campuran, menggabungkan survei kuantitatif dan wawancara kualitatif untuk mengumpulkan data komprehensif dari pengguna Shopee Food di Medan. Temuan menunjukkan bahwa partisipasi aktif pelanggan dalam proses cocreation meningkatkan keterlibatan dan kepuasan mereka, yang pada gilirannya berdampak positif pada kinerja pemasaran. Studi ini menyoroti pentingnya value co-creation sebagai alat strategis bagi bisnis di pasar pengiriman makanan yang kompetitif, memberikan wawasan praktis untuk meningkatkan hubungan pelanggan dan mendorong kesuksesan bisnis.
Pengaruh Neuromarketing dan Lifestyle Terhadap Impulsive Buying Produk Kamera Analog (Studi pada Komunitas Bersoreria Medan) Muhammad Balkis Venserjude; Hafiza Adlina; Onan Marakali Siregar
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 2 (2026): MARET 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/f8tmfw79

Abstract

The use of analog cameras has resurged in recent years, particularly among creative communities such as the Bersoreria Medan Community. Analog cameras are no longer used solely as photographic tools but have become part of visual identity, self-expression, and lifestyle. This trend encourages impulsive buying behavior, especially when consumers are exposed to strong marketing stimuli through social media and community activities. This study aims to analyze the influence of neuromarketing and lifestyle on impulsive buying of analog camera products, both partially and simultaneously, among members of the Bersoreria Medan Community. This research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 68 respondents and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that neuromarketing and lifestyle have a positive and significant effect on impulsive buying behavior. Simultaneously, both variables contribute 79.4% to impulsive buying behavior. These findings confirm that cognitive, emotional, and lifestyle factors play an important role in encouraging impulsive purchases of analog cameras
Co-Authors Adrian Ashari Jafar Lubis Afrila Mulyati Siregar Alvin Pratama Wahyu Felix Jemisa Surbakti Hafiza Adlina Muhammad Dwinov Fadhlulla Siregar, Onan Marakali