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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business QISTINA: Jurnal Multidisiplin Indonesia
Muhammad Ilham Fiqri
Universitas Negeri Medan
Religion Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing

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Pengaruh Promosi Digital terhadap Keputusan Pembelian Produk Kopi Kenangan pada Prodi Manajemen Stambuk 2023 Universitas Negeri Medan Nazwa Aulia Putri; Indah Sapitri Manurung; Muhammad Ilham Fiqri; Lija Tanjung Manalu; Enzi Anatasya Br Sembiring; Nurul Wardani
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1356

Abstract

This study analyzes the influence of digital promotion on the purchasing decisions of 2023 cohort students of the Management Study Program at Universitas Negeri Medan in buying Kopi Kenangan products. The research addresses the increasing reliance on digital marketing among young consumers and the need to understand how online promotional strategies shape their purchasing behavior. A quantitative method with an associative approach was used, involving 100 respondents selected from a population of 935 students through the Slovin formula. Data were collected using a structured Likert-scale questionnaire and analyzed through simple linear regression after the normality and linearity assumptions were met. The results indicate that digital promotion has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.456 and a significance level of 0.000. This finding demonstrates that more engaging, clear, and interactive promotional content is strongly associated with a higher likelihood of students purchasing Kopi Kenangan products. Overall, the study highlights the essential role of digital promotion in influencing consumer decisions, particularly among students who are active users of online platforms. The findings suggest that businesses need to continuously enhance their digital promotional strategies to maintain relevance and strengthen consumer engagement.
Analisis Hubungan Digital Marketing Skills Dengan Kinerja Penjualan Produk Mahasiswa di Marketplace Shopee Paula Florensia Munthe; Rina Kartika Warasati; Azra Lena Nuraina; Naila Zuhra; Muhammad Ilham Fiqri
QISTINA: Jurnal Multidisiplin Indonesia Vol. 4 No. 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.7562

Abstract

This study aims to analyze the relationship between Digital Marketing Skills and the Sales Performance of Student Products on the Shopee Marketplace. The research employed a quantitative associative method, with a sample of 52 students actively selling on Shopee, selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using normality, linearity, and Pearson correlation tests with SPSS 26. The results prove a strong and significant positive relationship between the two variables, with a Pearson correlation coefficient of 0.795 and a significance of 0.000. This indicates that the higher the students' digital marketing skills such as online promotion, account management, and content creation the higher the sales performance of their products on the Shopee Marketplace. These findings reinforce the Resource-Based View (RBV) theory, which positions digital skills as a strategic internal resource for achieving a competitive advantage and enhancing sales performance in the digital economy era
Co-Authors Azra Lena Nuraina Enzi Anatasya Br Sembiring Indah Sapitri Manurung LIJA TANJUNG MANALU Naila Zuhra Nazwa Aulia Putri Nurul Wardani Lubis Paula Florensia Munthe Rina Kartika Warasati