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All Journal Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal bintang manajemen Mount Hope Global Economic Journal Mount Hope Management International Journal
Ara Auza
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Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Medicine & Pharmacology

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PENGARUH WORD OF MOUTH (WOM) DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI KANTOR CHERY MEDAN ginting, Ebenezer; Purba , Mohd. Nawi; Ara Auza
Mount Hope Economic Global Journal Vol. 2 No. 1 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v2i1.243

Abstract

The results of research originating from data processing show a positive relationship between the Word of Mouth (WOM) variables and promotions on purchasing decisions at Chery Medan. Partially, the influence of Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan is 0.819 and 0.553 respectively. Simultaneously, the Word of Mouth (WOM) and Promotion variables on Purchasing Decisions at Chery Medan are 0.446. From the results of the analysis it was found that partially Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan were 44.6% and 45.8% respectively. Simultaneously, the influence of Word of Mouth (WOM) and Promotion on Purchasing Decisions at Chery Medan is 88.3% and the remainder is influenced by other variables not proposed in this research.
PENGARUH E-TRUST, PROMOSI DAN E-SATISFACTION TERHADAP E-LOYALTY PADA P ENGGUNA E-WALLET OVO Benny Anggara; Chelena gweendolyn; Mohd. Nawi Purba; Ara Auza
Mount Hope Management International Journal Vol. 2 No. 2 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v2i2.477

Abstract

OVO is a smart application that provides online payment and transaction services (OVO Cash). This study aims to determine and analyze the effect of E-Trust, Promotion and Promotion on E-Loyalty on OVO E-Wallet Users. This research approach is based on a quantitative approach. The research sample was 80 respondents. Data collection techniques used questionnaires, interviews and documentation. Data analysis techniques used multiple linear regression analysis. The results of the study showed that E-Trust had an effect on E-Loyalty on OVO E-Wallet Users (3.174> 1.992 and 0.002 <0.05), Promotion had an effect on E-Loyalty on OVO E-Wallet Users (3.385> 1.992 and 0.001 <0.05) and E-satisfaction had an effect on E-Loyalty on OVO E-Wallet Users (4.338> 1.992 and 0.000 <0.05). The results of simultaneous hypothesis testing obtained that E-Trust, Promotion and E-Satisfaction had an effect on E-Loyalty for OVO E-Wallet Users (F count (26.977) > F table (2.72) and a significance probability of 0.000 < 0.05).
ANALISIS PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KFC PADA MAHASISWA UNPRI MEDAN Elaine Kang; Kevin; Mohd. Nawi Purba; Ara Auza
Mount Hope Management International Journal Vol. 2 No. 2 (2024)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v2i2.479

Abstract

Kentucky Fried Chicken is a very famous fast food restaurant or commonly called KFC. The purpose of this study is to determine and analyze the influence of Brand Image, Price and Promotion on KFC Product Purchasing Decisions on Unpri Medan Students. This research approach is based on a quantitative approach. The research sample was 97 respondents using Simple random sampling as a sampling technique. The partial test results obtained a value of t count> t table (3.816> 1.986) and a significance of 0.000 <0.05, meaning that H1 is accepted, namely Brand Image influences KFC Product Purchasing Decisions on Unpri Medan Students. The partial test results obtained a value of t count> t table (2.992> 1.986) and a significance of 0.004 <0.05, meaning that H2 is accepted, namely Price influences KFC Product Purchasing Decisions on Unpri Medan Students. The partial test results obtained a calculated t value > t table (2.750 > 1.986) and a significance value of 0.007 < 0.05, meaning that H3 is accepted, namely that Promotion influences the Decision to Purchase KFC Products on Unpri Medan Students. The simultaneous test results obtained a calculated F value (29.946) > F table (2.70) and a significance probability of 0.000 < 0.05, meaning that H4 is accepted. Brand Image, Price and Promotion influence the Decision to Purchase KFC Products on Unpri Medan Students.
Analisis Strategi Penggunaan Digital Marketing dalam Meningkatkan Penjualan : (Studi Kasus pada UMKM Alfa di Kota Medan) Torang Daud Panjaitan; Mohd. Nawi Purba; Ara Auza
Jurnal Bintang Manajemen Vol. 3 No. 1 (2025): Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v3i1.3796

Abstract

Social media marketing expands market reach through platforms such as Instagram, Facebook, and TikTok, while video marketing displays products more attractively on TikTok, Instagram Reels, or YouTube to increase customer engagement. Social media analytics functions to analyze customer data, measure campaign effectiveness, and optimize promotional strategies to be more targeted. This research used a quantitative method with 100 samples from Medan Selayang District using the cluster sampling method. The research results show that social media marketing has a positive and significant effect on increasing sales (t-statistics 6.249 > 1.66, p-values ​​0.000), while video marketing has no significant effect (t-statistics 0.784 < 1.66, p-values ​​0.433). Social media analytics has a positive and significant influence (t-statistics 2.589 > 1.66, p-values ​​0.010). Adjusted R-Square of 0.482 shows that 48.2% of the variation in the increase in MSME sales is explained by these three variables, while 51.8% is influenced by other factors outside this research.
LANGUAGE, EMOTION, AND ALGORITHMS: THE DYNAMICS OF COMMUNICATION IN THE SOCIAL MEDIA ERA Ria Wuri Andary; Ara Auza
Akrab Juara : Jurnal Ilmu-ilmu Sosial Vol. 10 No. 3 (2025): Agustus
Publisher : Yayasan Azam Kemajuan Rantau Anak Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The social media phenomenon has transformed the way humans communicate. Algorithms, inherent in each platform, play a crucial role in shaping the information users receive, often prioritizing content that triggers emotional responses. This study aims to analyze the dynamics of communication in the social media era through the diverse interactions between language, emotion, and algorithms. Using a descriptive narrative literature review approach, this study examines how language evolves on social media, the role of emotion in content virality, and how algorithms reinforce emotional polarization. The results show that language on social media tends to be more concise, visual, and emotionally expressive, with a predominant use of emojis, abbreviations, and hyperbolic style. Emotions, particularly strong ones such as anger or emotion, have been shown to be key drivers of content virality, which are then amplified by algorithms to increase user engagement. This interaction creates a cycle in which algorithms select emotional language, generate viral content, and in turn, encourage users to imitate that communication style, forming a new digital communication culture. The conclusion of this study is that language, emotion, and algorithms mutually reinforce each other in shaping the way digital communication is perceived, with significant implications for digital literacy and communication ethics. Therefore, the development of more ethical and socially conscious algorithms is necessary to create a healthier digital space.
Co-Authors Benny Anggara Chelena gweendolyn Elaine Kang ginting, Ebenezer Kevin Mohd. Nawi Purba Purba , Mohd. Nawi Ria Wuri Andary Torang Daud Panjaitan