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All Journal IKRA-ITH EKONOMIKA Jurnal Cendekia Ilmiah
Susilo Susilo
Universitas Negeri Medan
Humanities Economics, Econometrics & Finance Social Sciences

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Peran Penggunaan Bahasa Indonesia dalam Meningkatkan Daya Tarik dan Minat Konsumen Lokal di Era Pemasaran Digital Syairal Fahmy; Simon Herbeth Saragih; Tasya Chintain; Rizky Nur Ramadhan; Susilo Susilo; Ricce Sukmawati; Lenny Kartika
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.5487

Abstract

The proper and accurate use of the Indonesian language in digital marketing content plays an important role in increasing consumer appeal and interest. This study shows that using Indonesian that is easy to understand, informative, and engaging can strengthen communication between marketers and consumers, while reducing the potential for misunderstandings. Consumers generally prefer marketing content that uses Indonesian over foreign languages, due to its relevance to everyday contexts and ease of comprehension. Furthermore, the creative use of Indonesian, combining elements of local wisdom and current trends, can enhance the competitiveness of products in the market. However, the research also reveals that marketing content presented in a slang words format tends to be easier to attract the attention of consumers. Therefore, an effective digital marketing strategy must prioritize the creative use of Indonesian as the primary means of interacting with the target market, especially in the context of the local market.
PENGARUH DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM TIAN LALA DI MMTC KOTA MEDAN Sondang Lamsarina Br Hutagalung; Agung Kurniawan Benedictus Marpaung; Anggita Kinanti; Susilo Susilo; Dian Maulina Pratiwi; Nurul Wardani Lubis; Hasyim Hasyim
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

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

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh desain produk terhadap keputusan pembelian konsumen pada UMKM Tian Lala di MMTC Kota Medan. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan metode survei. Sampel penelitian sebanyak 50 responden yang dipilih menggunakan teknik accidental sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert 5 poin. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji normalitas, uji linearitas, uji heteroskedastisitas, analisis regresi linear sederhana, uji t, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Tian Lala di MMTC Kota Medan, dengan nilai t hitung sebesar 9,579 > t tabel 2,011 dan nilai signifikansi 0,000 < 0,05. Nilai R Square sebesar 0,657 menunjukkan bahwa desain produk mampu menjelaskan variasi keputusan pembelian konsumen sebesar 65,7%, sedangkan 34,3% sisanya dipengaruhi oleh faktor lain yang tidak diteliti.
Co-Authors Agung Kurniawan Benedictus Marpaung Anggita Kinanti Dian Maulina Pratiwi Hasyim Hasyim Lenny Kartika Nurul Wardani Lubis Ricce Sukmawati Rizky Nur Ramadhan Simon Herbeth Saragih Sondang Lamsarina Br Hutagalung Syairal Fahmy Tasya Chintain