Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Jurnal Dinamika Administrasi Bisnis Baashima: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen
Sitorus, Sabrina
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Kepribadian terhadap Keputusan Pembelian Konsumen Produk Kahf pada Mahasiswa FISIP USU Risliza Hutabarat, Eka; Ayman Ashari, Muhammad; Vincentius Naibaho, Robert; Sitorus, Sabrina; Muda Panjaitan, Yasser
Baashima : Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 2 (2024): (Oktober)
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/baashima.v2i2.227

Abstract

In the digital age, consumer personality influences purchase decisions. This study analyzes the influence of five personality dimensions (agreeableness, conscientiousness, extraversion, neuroticism, and openness) on the purchase decision of Kahf products on FISIP USU students. Using a quantitative approach and involving 150 respondents, the results showed that only conscientiousness had a positive and significant effect on purchase decisions. Other personality dimensions did not show significant influence. This research contributes to understanding how personality dimensions affect consumer purchasing decisions, especially among students. The results can be used by companies to devise more effective marketing strategies by considering the personality characteristics of consumers. These findings suggest that companies focus more on marketing that matches the characteristics of conscientiousness to improve purchasing decisions.
Perceived Ease of Use dan E-Service Quality terhadap Loyalitas Pengguna Aplikasi Kopi Kenangan di Kota Medan Sitorus, Sabrina; Simanjorang, Feronica
Jurnal Dinamika Administrasi Bisnis Vol. 11 No. 2 (2025): Jurnal Dinamika Administrasi Bisnis
Publisher : Universitas 17 Agustus 1945 Surabaya

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

Abstract

Technological developments and digitalisation are driving changes in the business world, where both production and consumption activities are increasingly digitally driven and in demand. Kopi Kenangan, as one of Indonesia's F&B businesses, leverages technology and offers a mobile application to its customers to enhance customer satisfaction and loyalty. This study aims to analyse the influence of perceived ease of use and e-service quality on user loyalty for the Kopi Kenangan application in Medan City. This research uses a quantitative method with an associative approach. Researchers distributed questionnaires to 97 respondents obtained through purposive sampling techniques. The data obtained were analyzed using PLS-based Structural Equation Modeling (SEM) techniques. The research results indicate that perceived ease of use has a positive and significant influence on user loyalty, with a t-statistic value of 9.669 and significance < 0.05. The e-service quality variable has a positive and significant influence on user loyalty, with a t-statistic value of 2.196 and significance < 0.05. Simultaneously, perceived ease of use and e-service quality significantly influence user loyalty, accounting for 48.92%.
Co-Authors Ayman Ashari, Muhammad Muda Panjaitan, Yasser Risliza Hutabarat, Eka Simanjorang, Feronica Vincentius Naibaho, Robert