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All Journal Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Journal of Management Accounting, Tax and Production Journal of Education Transportation and Business Journal of Business Inflation Management and Accounting
Gracella Rosnah S Hutagalung
Universitas Negeri Medan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Transportation

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PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS DI TENGAH GERAKAN BOIKOT PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI MEDAN Desmila Atheja Syahfitri Lingga; Gracella Rosnah S Hutagalung; Jos Bram Tamba; Roihanah Afifah; Rojelita Catrina Simarmata; Nurul Wardani
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 15, No 1 (2026): KOMPLEKSITAS EDISI JUNI 2026
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol15no1.1055

Abstract

The boycott movement against products supporting Israel is growing among students at the Faculty of Economics, State University of Medan (FE UNM). One of the boycotted products is Starbucks. This study investigates how Starbucks' brand image influences FE UNM students' decision to purchase Starbucks products. This study is based on the fact that Starbucks has experienced a decline in customer interest due to social and moral issues related to global conflicts, which have changed how customers view the company's brand. This study uses a quantitative approach, distributing questionnaires to 100 active students who have purchased Starbucks products and are aware of the boycott movement. The results show that brand image has a significant influence on purchasing decisions, indicating that purchasing decisions decrease when brand image is weak. As indicated by the R Square value of 0.696, brand image explains 69.6 percent of the variation in purchasing decisions; other factors not included in this study explain 30.4 percent. Brand image positively influences purchasing decisions. The social and moral pressures generated by the boycott movement indicate a negative impact. The results indicate that brand image cannot always maintain customer loyalty when faced with social issues that cause public resistance. Therefore, to maintain customer trust amidst global reputational challenges, Starbucks must strengthen its communication and social responsibility strategies.Gerakan boikot terhadap produk-produk pendukung Israel semakin berkembang di kalangan mahasiswa Fakultas Ekonomi Universitas Negeri Medan (FE UNM). Salah satu produk yang turut diboikot adalah Starbucks. Penelitian ini menyelidiki bagaimana citra merek Starbucks memengaruhi keputusan mahasiswa FE UNM untuk membeli produk Starbucks. Penelitian ini didasarkan pada fakta bahwa Starbucks mengalami penurunan minat beli sebagai akibat dari masalah sosial dan moral yang terkait dengan konflik di dunia, yang mengubah cara pelanggan melihat merek perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada seratus mahasiswa aktif yang pernah membeli produk Starbucks dan mengetahui tentang gerakan boikot. Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian, ini menunjukkan bahwa keputusan pembelian akan menurun jika tidak ada citra merek yang kuat. Seperti yang ditunjukkan oleh nilai R Square sebesar 0,696, artinya citra merek memengaruhi 69,6 persen variasi dalam keputusan pembelian, faktor lain yang tidak termasuk dalam penelitian ini memengaruhi 30,4 persen. Hal ini menunjukkan fakta bahwa citra merek memiliki dampak positif. Tekanan sosial dan moral yang ditimbulkan oleh gerakan boikot menunjukkan arah dampak negatif. Hasilnya menunjukkan bahwa citra merek tidak selalu dapat mempertahankan loyalitas pelanggan ketika menghadapi masalah sosial yang menimbulkan resistensi publik. Oleh karena itu, untuk mempertahankan kepercayaan pelanggan di tengah tantangan reputasi global, Starbucks harus memperkuat strategi komunikasi dan tanggung jawab sosial.
Analysis of Inventory Turnover and Return on Equity Ratio on Stock Prices of Miscellaneous Manufacturing Industry Sector Companies Listed on the IDX for the Period 2020-2024 Gracella Rosnah S Hutagalung; Syahrizal Chalil; Dita Eka Pertiwi Sirait; Artika Wulandari
Journal of Business Inflation Management and Accounting Vol. 3 No. 1 (2026): Januari 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/bima.v3i1.7649

Abstract

This research aims to study how Inventory Turnover and Return on Equity (ROE) impact stock prices in companies within the miscellaneous manufacturing industry listed on the Indonesia Stock Exchange from 2020 to 2020. This study uses a quantitative approach and is designed as a longitudinal quantitative study. The sample consists of ten companies selected purposively, resulting in 50 panel observations. Secondary data comes from official publications of the Indonesia Stock Exchange (IDX), as well as annual financial reports. The analysis was conducted using a panel data regression model and model selection tests (Chow, Hausman, Lagrange Multiplier), as well as t-tests, F-tests, and the coefficient of determination (R2). The research results indicate that inventory turnover are not significantly affected by stock prices (t-statistic < t-table; p > 0.05), suggesting that during the study period, inventory turnover efficiency was not yet a primary consideration for the market when assessing the value of industry stocks. Conversely, return on equity had a positive impact on stock prices (t-statistic > t-table; p < 0.05), indicating that the market was more responsive to a business's ability to generate profits from its own capital. Inventory Turnover and ROE significantly contribute to the simultaneous variation in stock prices (significant F-test), but the R2 value of 0.3143 indicates that these two variables account for approximately 31.43% of the variation in stock prices, with the remainder influenced by factors outside the model. Beside emphasizing the importance of improving profitability and report transparency for business management.
The Relationship Between Risk-Taking Courage and The Creativity of Faculty of Economics Students in Developing Business Ideas Gracella Rosnah S Hutagalung; Artika Wulandari; Ade Mima Zakia Siregar; Serly Sahfitri; Novia Grace Christin Limbong; Saidun Hutasuhut
Journal of Education Transportation and Business Vol. 2 No. 2 (2025): Desember 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jetbus.v2i2.7650

Abstract

This study was conducted to analyze the relationship between risk-taking courage and student creativity in developing business ideas at the Faculty of Economics, State University of Medan. In an era of global competition that demands innovation, risk-taking courage is an important element in developing an entrepreneurial orientation, because the courage to face uncertainty is believed to encourage students to explore new ideas more creatively. This study used a quantitative method by distributing questionnaires to 98 respondents selected through a Simple Random Sampling technique. The data obtained were then tested using validity, reliability, normality, linearity, and Pearson correlation tests. The results showed that all instruments were in the valid and reliable categories, and the data met the requirements for correlational analysis. The main findings revealed a significant relationship between risk-taking courage and student creativity, indicated by a signifsicance value of 0.0013 < 0.05. However, the correlation coefficient value of 0.251 indicates that the relationship is relatively low. The results of this study are expected to provide input for educational institutions to develop entrepreneurship learning programs that can foster risk-taking courage and enhance creativity simultaneously.
Pengaruh Kualitas Produk dan Store Atmosphere Toko terhadap Keputusan Pembelian Ice Cream Mixue pada Mahasiswa Universitas Negeri Medan Gracella Rosnah S Hutagalung; Aprinawati Aprinawati; Adelina Lubis; Artika Wulandari
Journal of Management Accounting, Tax and Production Vol. 3 No. 1 (2025): Maret 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/mantap.v3i1.5590

Abstract

The purpose of this study is to investigate how Universitas Negeri Medan students' shopping decisions  Toko Mixue Pancing are influenced by product quality and store atmosphere.  Product quality is an important factor in making customers satisfied, while the store atmosphere contributes to a comfortable and enjoyable shopping experience.  This quantitative study uses associative and descriptive approaches, and 80 respondents are students from Universitas Negeri Medan.  Multiple linear regression analysis was used after the data was collected through a Likert scale questionnaire.  The research results show that product quality has a positive and significant impact on purchasing decisions, with a t-value of 4.469 greater than the t-table value of 1.990 and a significance value of 0.001 < 0.05.  The warehouse atmosphere also has a positive influence, with a t-value of 4.211 greater than the t-table value of 1.990 and a significance value of 0.001 < 0.05.  Furthermore, the F-test results indicate that both independent variables simultaneously influence purchasing decisions, with a calculated F value of 60.443 greater than the table F value of 3.12 and a significance level of 0.001 lower than 0.05.  The quality of the product and the store environment account for 61.1% of the differences in students' purchasing decisions, according to a coefficient of determination (R2) of 0.611.  Therefore, improving product quality and optimizing the store environment can be an effective strategy to enhance customer attraction and loyalty.  This research provides the managers of Mixue Pancing Store with information that they can use to enhance their competitiveness in the beverage and ice cream market.
Co-Authors Ade Mima Zakia Siregar Adelina Lubis Aprinawati, Aprinawati Artika Wulandari Chalil, Syahrizal Desmila Atheja Syahfitri Lingga Dita Eka Pertiwi Sirait Hutasuhut, Saidun Jos Bram Tamba Novia Grace Christin Limbong Nurul Wardani Lubis Roihanah Afifah Rojelita Catrina Simarmata Serly Sahfitri