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All Journal Jurnal Ilmu Manajemen (JIM) Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Journal of Management and Business Innovations Jurnal Ilmiah Manajemen Kesatuan Jurnal Bisnis, Manajemen, dan Ekonomi Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Economics, Business and Management Science Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Jurnal Ekonomi Jurnal Bisnis Mahasiswa International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) ProBisnis : Jurnal Manajemen Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Mumtaz : Jurnal Ekonomi dan Bisnis Islam Prioritas : Jurnal Pengabdian Kepada Masyarakat Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Madani: Multidisciplinary Scientific Journal Journal of Innovative and Creativity Jurnal Penelitian Pendidikan Indonesia Multidisciplinary Indonesian Center Journal Jurnal Ekonomi, Manajemen, Akuntansi Jurnal EKSPLOLHUM
Finta Aramita
Universitas Medan Area
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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The Influence of Digital Marketing, Marketing Communication, and Sustainability Awareness on Product Competitiveness Finta Aramita; Indawati Lestari; Nasrullah Hidayat; Wansuryani Wansuryani
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4101

Abstract

In today’s globalized business environment, SMEs must strengthen human resources, adopt technology, and leverage digital marketing to enhance product visibility, sustainable awareness, and competitiveness. This research aims to determine and analyze the effect of digital marketing and marketing communication on the competitiveness of SMES’ products through sustainable awareness of SME players. The sample was 130 respondents. The data analysis in this study uses path analysis to provide a clearer and more comprehensive picture of how various factors affect the competitiveness of SMEs and how marketing strategies can be optimized. These results show that digital marketing and marketing communication have a positive and significant effect on sustainable awareness and product competitiveness. The implications of this research emphasize the importance of digital marketing and marketing communication in increasing sustainable awareness and competitiveness of SMES’ products. The implementation of this research provides training on digital marketing and marketing communication to SMES players, facilitates access and use of digital platforms for SMEs, and implements effective marketing communication strategies to strengthen sustainable awareness.
Pengaruh Social Media Engagement, Influencer Marketing dan Sustainbility Branding terhadap Purchase Intention Konsumen Generasi Z pada Prospere Coffee Muhammad Ichsan; Finta Aramita; Riza Fanny Meutia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.10964

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media engagement, influencer marketing, dan sustainability branding terhadap purchase intention konsumen Generasi Z pada Prospere Coffee. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian berjumlah 1.632 pengikut Instagram Prospere Coffee yang termasuk dalam kategori Generasi Z serta pernah berinteraksi atau melakukan pembelian. Penentuan sampel menggunakan rumus Slovin sehingga diperoleh 94 responden dengan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan SPSS melalui uji asumsi klasik, analisis regresi linier berganda, uji parsial (uji t), uji simultan (uji F), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial social media engagement berpengaruh positif dan signifikan terhadap purchase intention (t = 2,170; p = 0,033). Influencer marketing juga berpengaruh positif dan signifikan (t = 3,690; p < 0,001), demikian pula sustainability branding (t = 3,408; p < 0,001). Secara simultan, ketiga variabel independen berpengaruh positif dan signifikan terhadap purchase intention (F = 36,490; p < 0,001). Nilai koefisien determinasi (R²) sebesar 0,549 menunjukkan bahwa 54,9% variasi purchase intention dapat dijelaskan oleh social media engagement, influencer marketing, dan sustainability branding, sedangkan 45,1% sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa optimalisasi strategi pemasaran digital dan penerapan citra merek berkelanjutan mampu meningkatkan minat beli konsumen Generasi Z pada Prospere Coffee.
Co-Authors Agnelisa Fegyola Pinem Agus Salim Harahap Akbar, Agasi Akman Daulay Aldasari, Tita Aldasari Aldino, Alfin Alfifto Amrin Mulia Utama Nasution Arrazia, Zia Baginda Harahap Cici Rayani Sitorus Dahrul Siregar Desy Astrid Anindya Eka Dewi Setia Tarigan Fauzan, Nabil Fitriani Tobing Hartono Hartono Haryaji Catur Putera Hasman Hesti Sabrina Indahwati Lestari Indawati Lestari Jirwanto, Henry Junior Lumban Gaol Kharisma, Fitriah Lawolo, Licerman Marsela, Nia Mentari, Nabilla Mey Wiliana Hotmauli Sitorus Muhammad Afif Muhammad Arif Muhammad Ichsan Muhammad Khahfi Zuhanda Muhammad Yamin Siregar Muthya Rahmi Darmansyah Nasrullah Hidayat Nasution, Elda Marina Nasution, Nunut Rida Murni Nindya Yunita Nuri Aslami Pasaribu, Tiara Hotria Patar Marbun PUTRI WULANDARI Rahman, Sayuti Retna Siregar Ridoi Nanda Sinaga Riza Fanny Meutia Riza Fanny Meutia Salsabillah, Ayu Hanna Sianipar, Jayanti Silvia Berta Lia Sianipar Sipahutar, Anzelia Safira Sirait, Necia Ribka Siti Aisyah Siti Alhamra Salqaura Sitorus, Agnes suswati suswati Tambunan, Kezia Emmayanti Tarigan, Desi Pitria Br Trg, Eka Dewi Setia Wan Suryani Wansuryani Wansuryani Wily Julitawaty, Wily