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All Journal FIRM: Journal of Management Studies International Journal of Social and Management Studies (IJOSMAS) International Journal of Business, Law, and Education Wahana Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi Mount Hope Global Economic Journal Jurnal Ekonomi, Manajemen, Akuntansi
Panggabean, Esther Praja Anggriany
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Pemanfaatan AI untuk Desain Kemasan dan Pembuatan Logo pada UMKM Kecamatan Sunggal Pasaribu, Lidya Natalia; Purba, Mas Intan; Doloksaribu, Winda Sri Astuti; Batubara, Maisara; Panggabean, Esther Praja Anggriany; Ginting, Kristi Endah Ndilosa; Lubis, Nurul Wardani
Wahana Jurnal Pengabdian kepada Masyarakat Vol. 3 No. 2 (2024): Edisi Desember
Publisher : Ilmu Bersama Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56211/wahana.v3i2.695

Abstract

Kemajuan teknologi saat ini bersamaan dengan perkembangan ilmu pengetahuan. Terutama dalam era internet yang mengalami perkembangan pesat, yang mempengaruhi berbagai sektor kehidupan. Menurut survei penetrasi internet Indonesia 2024 yang dirilis APJII, tingkat penetrasi internet Indonesia menyentuh angka 79,5%. Dibandingkan dengan periode sebelumnya, maka ada peningkatan 1,4%. Era digital membawa peluang penting bagi usaha kecil, mikro, dan menengah (UMKM). Perkembangan teknologi kecerdasan buatan (AI) mengubah lanskap berbagai industri, termasuk sektor kreatif. Tim pengabdian kepada masyarakat yaitu Para Dosen Ekonomi UNPRI memiliki tugas untuk memberikan pelatihan terkait pentingnya desain kemasan dan logo dalam dunia usaha. Kegiatan PKM ini dalam bentuk sosialisasi dan pelatihan untuk pelaku UMKM yang ada di kecamatan Sunggal agar dapat memiliki pengetahuan akan Desain Kemasan dan Pembuatan Logo menggunakan AI. Setelah mengikuti pelatihan, terjadi perubahan signifikan dalam pemahaman dan sikap para pelaku UMKM terhadap AI yaitu adanya peningkatan Pengetahuan Pelaku UMKM mengenai konsep Teknologi AI yang mudah digunakan, Keterampilan Para Pelaku UMKM berhasil mempelajari cara pembuatan Desain Kemasan dan Pembuatan Logo menggunakan AI melalui website bing AI, Para Pelalu UMKM menjadi lebih sadar akan peluang yang ditawarkan oleh AI untuk meningkatkan nilai dari produk UMKM , perubahan Mindset dari yang tidak menggunakan logo ataupun merk di kemasan produknya.
Analysis of Improving Business Performance in the Creative Industry Through Management of Human Capital, Social Capital, and Innovation Capability in the Era of Society 5.0 Halim, Fitria; Kusuma, Rr. Chusnu Syarifa Diah; Sherly, Sherly; Panggabean, Esther Praja Anggriany; Sudirman, Acai
FIRM Journal of Management Studies Vol 8, No 2 (2023): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v8i2.4576

Abstract

In the era of Society 5.0, creative industry businesses must be able to optimize human capital, social capital, and innovation capability to improve business performance so that it is more optimal. This study aims to analyze the increase in creative industry business performance through managing human capital, social capital, and innovation capability in society 5.0. This study used a library and field research design with a causal associative approach. This study used a total sample of 150 samples. Data analysis confirms that human capital, social capital, and innovation capability significantly affect business performance. The implications of this research highlight the importance of organizations in the creative industries having to invest more in developing their human resources. This can be done through appropriate training, further education, skills development, and hiring. Focus on developing human resources will help improve the quality of the workforce and produce better innovation. Organizations must build and strengthen social relationships with business partners, customers, educational institutions, and related communities. Collaboration and knowledge exchange with relevant parties can help improve access to resources, market opportunities, and new ideas. Further, organizations must prioritize innovation efforts and create an environment encouraging creativity and experimentation. It is essential to develop a culture of innovation throughout the organization, encourage employees to share ideas, provide adequate support and resources, and adopt a flexible and adaptive management approach.
Pengaruh Content Quality, Price Perception, e-WOM terhadap Keputusan Pembelian Skincare ELFormula di TikTok Shop Lumbantobing, Tarisa Stevani Anggreini; Panggabean, Esther Praja Anggriany; Simanjuntak, Owen De Pinto
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8725

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Konten, Persepsi Harga, dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk skincare ELFormula di platform TikTok Shop. Dengan menggunakan pendekatan kuantitatif dan teknik purposive sampling, penelitian ini melibatkan 101 pengguna TikTok Shop di Kota Medan yang telah membeli produk skincare ELFormula. Data dianalisis menggunakan Structural Equation Modelling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa Kualitas Konten dan Persepsi Harga tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan E-WOM berpengaruh positif signifikan dengan koefisien jalur sebesar 0,673 dan effect size sebesar 0,764. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai R-square sebesar 0,893. Temuan ini mengindikasikan bahwa dalam konteks pembelian produk skincare di platform social commerce, ulasan dan rekomendasi dari konsumen lain merupakan faktor dominan yang memengaruhi keputusan pembelian dibandingkan dengan Kualitas Konten dan Persepsi Harga.
The Influence of Brand Equity and Customer Bonding on the Loyalty of Beauty MSME Consumers with Satisfaction as a Mediating Variable Efendi, Efendi; Anggreani, Jenni; Butarbutar, Novita; Panggabean, Esther Praja Anggriany; Sudirman, Acai
International Journal of Business, Law, and Education Vol. 4 No. 2 (2023): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v4i2.250

Abstract

In the beauty industry, business competition is very tight so consumer satisfaction is very important to maintain a business in a competitive market. The main aim of this research is to analyze the influence of brand equity and customer bonding on the loyalty of beauty MSME consumers with satisfaction as a mediating variable. The results of this research confirm that brand equity has a significant effect on consumer satisfaction. Customer bonding does not have a significant influence on consumer satisfaction. The results further confirm that brand equity, customer bonding, and consumer satisfaction have a significant effect on consumer loyalty. The mediating effect of satisfaction can mediate the relationship between brand equity and consumer loyalty, while the relationship between customer bonding and consumer loyalty. consumer satisfaction is not able to mediate it. It is hoped that the implications of this research can provide a fundamental contribution in the form of supporting information regarding strategic steps and strengthening models in optimizing the resources owned by creative industry business players, especially for beauty MSMEs
THE INFLUENCE OF WORK DISCIPLINE AND WORK ENVIRONMENT ON EMPLOYEE WORK PRODUCTIVITY Simanjuntak, Demak Claudia Yosephine; Panggabean, Esther Praja Anggriany; Ahmadi, Edy Anas
International Journal of Social and Management Studies Vol. 4 No. 3 (2023): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5555/ijosmas.v4i3.330

Abstract

The Study This aim For test influence discipline work and work environment to productivity Work employee. Type research used _ is study quantitative . Study This use method census , that is take all population become respondent research . Amount respondent is 30 people. Processing and analysis techniques data, test validity, reliability test, assumption test classic , analysis , analysis multiple linear regression , and analysis of hypothesis testing (t test, f test, and coefficients determination ). Research results show that individually and individually together environment work and discipline Work influential to productivity Work CV Mutuara Jaya employees. Environment comfortable and level work discipline high work will increase productivity Work employee
Edukasi Fintech untuk UMKM UP2K PKK Tanjung Morawa Berbasis Perilaku Konsumen Cashless Panggabean, Esther Praja Anggriany; Khairani, Rafida; Purba, Mas Intan; Sinaga, Jholant Bringg Luck Amelia Br; Putri, Tantri Octora Dwi Syah; Nasution, Isna Asdiani; Lubis, Nurul Wardani
Wahana Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 2 (2025): Edisi Desember
Publisher : Ilmu Bersama Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56211/wahana.v4i2.1553

Abstract

Transformasi digital mendorong pergeseran transaksi dari berbasis tunai menuju nontunai, namun tingkat literasi keuangan digital pelaku UMKM khususnya kelompok UP2K PKK masih rendah. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pemahaman pelaku UMKM Binaan UP2K PKK di Kecamatan Tanjung Morawa tentang perilaku konsumen tanpa uang tunai dan keterampilan pemanfaatan teknologi finansial untuk meningkatkan daya saing usaha. Metode yang digunakan adalah pelatihan dengan demonstrasi dan pendampingan praktik langsung kepada 20 peserta pelaku UMKM, meliputi edukasi perilaku konsumen digital, fotografi produk, pembuatan akun WhatsApp Business, pembuatan konten, serta pendaftaran dompet elektronik dan QRIS. Hasil kegiatan menunjukkan peningkatan pemahaman perilaku konsumen digital sebesar 52%, keberhasilan 90% peserta membuat konten visual berkualitas, 85% peserta mengaktifkan WhatsApp Business, dan 100% peserta mendaftar dompet elektronik DANA serta 75% peserta mendaftar QRIS. Tingkat kepuasan mencapai 85% dengan kategori sangat puas. Pendekatan yang mengintegrasikan pemahaman perilaku konsumen sebagai basis pembelajaran terbukti efektif mengubah perspektif peserta dan mendorong adopsi teknologi finansial secara berkelanjutan untuk meningkatkan efisiensi operasional dan daya saing UMKM di era ekonomi digital.
Pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif di Marketplace Syahputra, Andi; Panggabean, Esther Praja Anggriany; Salim, Ferry; Yang, Fransiska
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15829

Abstract

Pertumbuhan pesat marketplace di Indonesia mendorong meningkatnya pembelian impulsif, khususnya pada produk fashion yang memiliki nilai hedonis tinggi. Penelitian ini bertujuan menganalisis pengaruh Motivasi Belanja Hedonis, Scarcity, Potongan Harga, dan Visual Appeal terhadap Pembelian Impulsif produk fashion di marketplace pada konsumen Kota Medan. Penelitian menggunakan pendekatan kuantitatif kausal dengan data dari 120 responden melalui purposive sampling, dianalisis menggunakan PLS-SEM dengan SmartPLS 3.0. Hasil menunjukkan bahwa Motivasi Belanja Hedonis (β = 0,587; p = 0,000), Scarcity (β = 0,273; p = 0,002), dan Visual Appeal (β = 0,341; p = 0,000) berpengaruh positif dan signifikan terhadap Pembelian Impulsif. Demikian pula Potongan Harga (β = 0,348; p = 0,037) yang juga berpengaruh positif dan signifikan. Secara simultan, keempat variabel berpengaruh signifikan terhadap Pembelian Impulsif (R² = 0,626). Temuan ini mengimplikasikan bahwa strategi pemasaran yang mengintegrasikan nilai hedonis, kelangkaan, potongan harga, dan kualitas presentasi visual secara sinergis terbukti efektif mendorong pembelian impulsif produk fashion di marketplace.
Examining the Impact of Store Atmosphere, Self-Reward Behavior, and Supporting Facilities on Customer Loyalty in Coffee Shops: A Study in Medan Louis, James; Panggabean, Esther Praja Anggriany
JEMBA: Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi Vol. 6 No. 1 (2026): JEMBA : Jurnal Ekonomi Pembangunan, Manajemen dan Bisnis, Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya (UPR)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jemba.v6i1.24952

Abstract

The rapid growth of the coffee shop industry in urban Indonesia has intensified competition, making customer loyalty a critical factor for business sustainability and long-term profitability. In this context, understanding the determinants of customer loyalty has become increasingly important, particularly in emerging metropolitan markets such as Medan City. This study aims to examine the effects of store atmosphere, self-reward behavior, and supporting facilities on customer loyalty among coffee shop customers in Medan. The study adopts a causal quantitative research design using a survey method. Data were collected through an online questionnaire distributed to coffee shop customers who had visited at least twice within the last month. Using a purposive sampling technique, a total of 170 valid respondents were included in the main analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that all proposed variables exert a positive and statistically significant influence on customer loyalty. Specifically, store atmosphere significantly affects customer loyalty (β = 0.392; p < 0.001), indicating that environmental attributes such as lighting, music, layout, and aesthetics contribute to repeat visit intentions. Self-reward behavior also demonstrates a significant positive effect (β = 0.384; p < 0.001) and emerges as the strongest predictor with the largest effect size (f² = 0.361), suggesting that coffee shop visits are strongly associated with emotional gratification and personal appreciation. In addition, supporting facilities, including WiFi quality, seating comfort, and access to charging outlets, significantly influence customer loyalty (β = 0.230; p = 0.001). Collectively, the three variables explain 73.0% of the variance in customer loyalty (R² = 0.730), indicating strong explanatory power. These findings contribute to the customer loyalty literature by integrating experiential, psychological, and functional dimensions within a single framework. Practically, the study suggests that coffee shop managers should implement integrated strategies that enhance atmospheric quality, emotional customer experience, and supporting facilities to strengthen long-term customer retention.
THE EFFECT OF EMPLOYABILITY, WORK MOTIVATION, AND LEADERSHIP ON JOB SATISFACTION OF GENERATION Z EMPLOYEES IN MEDAN CITY Sembiring, Susanna Silvia; Panggabean, Esther Praja Anggriany
Mount Hope Economic Global Journal Vol. 4 No. 1 (2026)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/mega.v4i1.1085

Abstract

This study aims to determine the effect of employability, work motivation, and leadership on the job satisfaction of Generation Z employees in Medan City. This study uses a causal quantitative approach by distributing questionnaires to 170 Generation Z employee respondents in Medan City. The sampling technique used purposive sampling with the criteria of employees born between 1997–2012 and actively working in Medan City. The sample size was determined following Hair et al. (2013) with 16 indicators multiplied by 10. The data analysis technique used Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results showed that: (1) employability has a positive and significant effect on job satisfaction (T=3.810; P=0.000); (2) work motivation has a positive and significant effect on job satisfaction (T=9.900; P=0.000); (3) leadership has a negative and significant effect on job satisfaction (T=1.992; P=0.047). Simultaneously, all three variables have a significant effect with F-count 77.04 > F-table 3.054. The R² value of 0.582 indicates that 58.2% of the variation in job satisfaction is explained by the three variables.
Co-Authors Acai Sudirman Ahmadi, Edy Anas Andi Syahputra Anggreani, Jenni Butarbutar, Novita Chusnu Syarifa Diah Kusuma Doloksaribu, Winda Sri Astuti Efendi Efendi Fitria Halim Ginting, Kristi Endah Ndilosa Lidya Natalia Pasaribu Louis, James Lumbantobing, Tarisa Stevani Anggreini Maisara Batubara Nasution, Isna Asdiani Nurul Wardani Lubis Owen De Pinto Simanjuntak Purba, Mas Intan Purba, Mas Intan Putri, Tantri Octora Dwi Syah Rafida Khairani Salim, Ferry Sembiring, Susanna Silvia sherly sherly Simanjuntak, Demak Claudia Yosephine Sinaga, Jholant Bringg Luck Amelia Br Yang, Fransiska