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All Journal Journal of Global Business and Management Review International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan International Journal of Social Science Jurnal ABDIMAS Budi Darma Jurnal Ekonomi dan Bisnis Digital (MINISTAL) International Journal of Social Science, Education, Communication and Economics Journal of Innovation Research and Knowledge PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Publikasi Ilmiah Bidang Pengabdian Kepada Masyarakat (SIKEMAS) Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Prioritas : Jurnal Pengabdian Kepada Masyarakat e-Jurnal Apresiasi Ekonomi Asian Journal of Management, Entrepreneurship and Social Science Greenation International Journal of Tourism and Management Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Journal of Financial Management & Accounting Jurnal Pemberdayaan Masyarakat (JUPEMAS)
Sjukun
STIE Professional Manajemen College Indonesia, Medan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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The Influence of Virtual Reality on Consumer Decision Making through a Neuromarketing Perspective Sjukun
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 3 (2025): JIMKES Edisi Mei 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i3.3341

Abstract

Consumer decisions are not entirely rational, but are influenced by emotions, intuition, and unconscious biases. Neuromarketing approaches provide new ways to uncover previously undetected psychological mechanisms behind consumer decisions. This study aims to analyze the synergistic impact of neuromarketing devices and virtual reality experiences on consumer decision-making, with particular emphasis on the mediating role of consumer emotional engagement. This research method uses a quantitative research design. Data were collected from 100 university students in Medan City, Indonesia, who are active Shopee users, through a structured questionnaire. Data analysis was conducted using Smart PLS. The results revealed a significant direct effect of neuromarketing tools on emotional engagement and consumer decision-making, as well as a strong influence of virtual reality experiences on emotional engagement. Although the direct effect of virtual reality on decision-making was not significant, emotional engagement significantly mediated the relationship between neuromarketing tools and virtual reality experiences on consumer decision-making. These findings underscore the important role of emotional engagement as a channel for the effectiveness of advanced marketing technologies.
The Influence of Price Perception and Perceived Product Quality on Consumer Satisfaction of Detergent Brand XYZ in Medan Julitawaty, Wily; Fenny; Januarty, Widalicin; Taufik, Yusuf; Sjukun
PENANOMICS: International Journal of Economics Vol. 4 No. 3 (2025): December
Publisher : Yayasan Pusat Cendekiawan Intelektual Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56107/penanomics.v4i3.269

Abstract

This study investigates the influence of price perception and perceived product quality on customer satisfaction with detergent brand XYZ. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected through a structured questionnaire administered to consumers who regularly use the brand. The measurement model demonstrated acceptable reliability and validity, while the structural model revealed substantial explanatory power, with an R² value of 0.431 for customer satisfaction. The findings indicate that both price perception and perceived product quality significantly and positively influence customer satisfaction. Perceived product quality exhibited the stronger effect, as reflected by higher f-square values and path coefficients. The combined influence of both variables also proved significant, confirming that customer satisfaction is shaped by the interplay of consumers’ value perceptions and product performance assessments. These results highlight the importance for detergent manufacturers to maintain competitive pricing strategies while consistently delivering high product quality. The study concludes with managerial implications and suggests avenues for future research, including expanding the model with additional variables and using more diverse samples to enhance generalizability.
Pengenalan Digital Marketing di Era Media Sosial bagi Siswa SMA Carnegie Medan Sjukun, Sjukun; Fenny, Fenny; Wily Julitawaty; Widalicin Januarty; Yusuf Taufik
Jurnal Pemberdayaan Masyarakat Vol. 3 No. 2 (2025): Desember
Publisher : Jurnal Pemberdayaan Masyarakat

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Abstract

This community service activity aims to provide basic digital marketing education to students of Carnegie Senior High School Medan, with a particular focus on the utilization of social media as a modern and relevant marketing tool in the digital era. The background of this activity is based on the high intensity of social media usage among adolescents, which is not always accompanied by sufficient understanding of its productive and ethical use. Therefore, early education is needed to introduce students to the positive and strategic potential of digital platforms.The implementation methods included the delivery of learning materials in an interactive manner, group discussions, and simple case studies that were closely related to students’ daily experiences. The materials covered fundamental concepts of digital marketing, types of social media platforms used for marketing purposes, digital-based business opportunities, and the importance of ethics and responsibility in digital activities.The results of the activity indicate a significant improvement in students’ understanding of basic digital marketing concepts and a shift in perception regarding social media, from being merely a means of entertainment to a platform with economic value. In addition, students demonstrated increased awareness of ethical behavior in online interactions and transactions. They also showed strong enthusiasm during discussions and were able to identify simple business ideas that could be developed through digital platforms. This activity serves as a strategic initial step in instilling digital entrepreneurship awareness at the secondary education level and contributes to preparing young generations who are adaptive, creative, and responsible in facing the challenges of the digital economy.
Co-Authors Aidil Purta Aidil Putra Andri Damri SM Armansyah Armansyah Delvina Donawati Dwi Septi Haryani Fenny Fenny Fenny Fenny Fenny Fenny Fenny Fenny Free Antonius simanjuntak Frilla Degustia Goh, Thomas Sumarsan Hasnarika Hasnarika Hendry Jirwanto, Henry Lalu Supardin Margery, Errie Muhammad Khahfi Zuhanda Nanda Sulistiyowati Nandan Limakrisna Peranginangin, Jimmy Pius Deski Manalu Raden Mohamad Herdian Bhakti Selvi Fauzar Siagian, Supriadi Stiven Wijaya Sukiman Sukiman Taufik, Yusuf Wafiq Syifa Azzahra Widalicin Januarty Wily Julitawaty Wily Julitawaty Wily Julitawaty, Wily Yulius, Yudi Yusuf Taufik Yusuf Taufik Yusuf Taufik