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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business QISTINA: Jurnal Multidisiplin Indonesia Jurnal Akuntansi Hukum dan Edukasi
Atika Zahra
Universitas Negeri Medan
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Social Sciences

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Persepsi Masyarakat Terhadap Implementasi Kebijakan Subsidi dan Dampaknya Terhadap Kesejahteraan Riza Indriani; Atika Zahra; Suci Destiyani; Sondang Lamsarina Hutagalung; Sebrina Intan Aulia; Eka Anggiani; Arkan Haifdz Purba
Jurnal Akuntansi Hukum dan Edukasi Vol. 3 No. 1 (2026): Mei 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jahe.v3i1.8274

Abstract

Kebijakan subsidi pemerintah merupakan instrumen fiskal strategis yang bertujuan melindungi daya beli masyarakat berpendapatan rendah. Namun, efektivitas implementasinya kerap dipertanyakan oleh berbagai kalangan. Penelitian ini bertujuan untuk mengeksplorasi persepsi masyarakat terhadap implementasi kebijakan subsidi (BBM, LPG 3 kg, dan pangan) serta menganalisis dampaknya terhadap kesejahteraan masyarakat di Indonesia. Menggunakan pendekatan penelitian kualitatif, data dikumpulkan melalui dokumentasi dan Studi literatur. Hasil penelitian menunjukkan bahwa sebagian besar masyarakat menilai kebijakan subsidi memiliki urgensi yang tinggi, namun mengidentifikasi kelemahan fundamental pada aspek ketepatan sasaran, mekanisme distribusi, dan transparansi pengelolaan. Dampak subsidi terhadap kesejahteraan bersifat multidimensional: positif dalam menjaga daya beli dan mengurangi beban pengeluaran, namun berpotensi negatif apabila menimbulkan ketergantungan jangka panjang. Penelitian ini merekomendasikan reformasi kebijakan subsidi menuju sistem berbasis penerima manfaat yang terverifikasi data, disertai penguatan mekanisme pengawasan partisipatif.
Eksplorasi Peran Strategi Segmentasi, Targeting, Dan Positioning (STP) dalam Membentuk Perilaku Pembelian Konsumen Pada UMKM Kuliner Ovan Krisadelman Zebua; Atika Zahra; Suci Destiyani; Farel Akbar Aditya Saragih; Kevin Valensius Siahaan; Cipta Kurnia; Sebrina Intan Aulia; Hendra Saputra
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.v9i1.1345

Abstract

Culinary micro, small, and medium enterprises (MSMEs) in Indonesia face increasingly intense competition driven by shifting consumer preferences and rapid digital adoption. These dynamics highlight the need for a structured marketing approach. This study aims to examine how Segmentation, Targeting, and Positioning (STP) strategies shape consumer purchasing behavior among culinary MSMEs operating in urban areas. Using a descriptive qualitative design, data were obtained through semi-structured interviews with MSME owners and consumers, direct field observations, and supporting documentation. The analysis followed the interactive model of Miles and Huberman. The findings show that MSMEs predominantly apply geographic and behavioral segmentation, focusing on consumers residing near the business location and those who actively rely on digital platforms for food purchases. Targeting strategies are directed mainly toward millennials and Generation Z, who demonstrate strong digital engagement and high purchasing frequency. Product positioning emphasizes authentic taste and the use of local ingredients, which strengthen consumer perceptions of value and encourage repeat purchases. The study concludes that integrating STP with digital media enhances visibility, accelerates decision-making, and contributes to stronger consumer loyalty, making it a vital strategy for sustaining culinary MSMEs in a competitive marketplace.
Pengaruh Diskon Harga dan Testimoni Pelanggan terhadap Keputusan Pembelian di Shopee (Studi pada Mahasiswa Manajemen UNIMED) Ovan Krisadelman Zebua; Atika Zahra; Eka Anggiani; Kevin Valensius Siahaan; Ageng Jihan Faradilla; Zulkarnain Siregar
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.v9i1.1348

Abstract

This study examines the influence of price discounts and customer testimonials on purchasing decisions among Management students at Universitas Negeri Medan who use the Shopee platform. The research addresses the growing reliance of students on digital marketplaces and the limited empirical evidence on how economic and social stimuli jointly shape online buying behavior in this demographic. Using a quantitative associative approach, data were collected from 60 respondents through a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The findings reveal that price discounts do not have a significant partial effect on purchasing decisions (Sig. = 0.254 > 0.05), indicating that promotional price reductions alone may be insufficient to drive students’ buying actions. In contrast, customer testimonials show a strong and significant partial effect (Sig. = 0.000 < 0.05), highlighting the importance of reliable reviews in reducing uncertainty and reinforcing trust in online transactions. Simultaneously, both variables significantly influence purchasing decisions (F = 82.222; Sig. = 0.000 < 0.05), with an R² value of 0.743, meaning that 74.3% of the variation in purchasing decisions is explained by the model. These findings underline the dominant role of testimonial-based credibility in student consumer behavior and suggest that Shopee’s marketing strategies may benefit more from strengthening authentic user reviews than from relying solely on price promotion mechanisms.
Analisis Faktor-Faktor Penentu Keberhasilan Wirausaha Pemula di Era Digital Hasyim Hasyim; Atika Zahra; Suci Destiyani; Sebrina Intan Aulia
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.v4i2.7326

Abstract

Perkembangan teknologi digital telah membawa tantangan baru bagi wirausaha pemula di era digital sekaligus peluang baru. Tujuan dari penelitian ini adalah untuk menganalisis komponen penting yang mempengaruhi keberhasilan wirausaha muda dalam menggunakan teknologi informasi seperti media sosial, platform e-commerce, modal sosial, inovasi produk, dan platform media sosial. Peran masing-masing komponen dalam memperluas pasar, meningkatkan efisiensi operasional, dan memperoleh keunggulan kompetitif yang berkelanjutan dipelajari melalui studi kasus kualitatif deskriptif. Hasil penelitian menunjukkan bahwa elemen digital, inovasi, jejaring sosial, dan kolaborasi triple helix antara pelaku usaha, pemerintah, dan lembaga pendukung sangat penting untuk keberhasilan wirausaha pemula. Studi ini memberikan wawasan praktis bagi calon wirausaha dan pembuat kebijakan untuk mendukung pertumbuhan kewirausahaan digital yang adaptif dan berkelanjutan di Indonesia.
Co-Authors Ageng Jihan Faradilla Arkan Haifdz Purba Cipta Kurnia Eka Anggiani Farel Akbar Aditya Saragih Hasyim Hasyim Hendra Saputra Kevin Valensius Siahaan Ovan Krisadelman Zebua Riza Indriani Sebrina Intan Aulia Siregar, Zulkarnain Sondang Lamsarina Hutagalung Suci Destiyani