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All Journal International Journal of Economics Development Research (IJEDR) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Pengabdian Masyarakat Inovasi Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Eastasouth Journal of Effective Community Services Priviet Social Sciences Journal PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Manik, Desma Erica Maryati
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Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)

 1 
The Influence of Rational Content Marketing and Brand Image on PYARY Consumer Loyalty: Pengaruh Rational Content Marketing dan Citra Merek terhadap Loyalitas Konsumen PYARY Aurelia; Manik, Desma Erica Maryati
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.327

Abstract

This study aims to analyze the influence of Rational Content Marketing and Brand Image on Consumer Loyalty of PYARY soap products in Medan City. The research method used is quantitative by distributing questionnaires to 219 respondents, and data processing using validity tests, reliability, multiple linear regression analysis, t test, F test, and coefficient of determination. The results of the study indicate that Rational Content Marketing partially has no positive and significant effect on Consumer Loyalty, with a calculated t value of 0.475 <ttable 1.652 and a significance of 0.635> 0.05. On the other hand, Brand Image has a positive and significant effect with a calculated t value of 4.865> ttable 1.652 and a significance of 0.000 <0.05. Simultaneously, both variables have a significant effect on Consumer Loyalty with a calculated F value of 79.597> Ftable 3.04 and a significance value of 0.000 <0.05. The coefficient of determination (R²) of 0.424 shows that 42.4% of the variation in Consumer Loyalty is influenced by Rational Content Marketing and Brand Image, while 57.6% is influenced by other factors outside the research.
Analysis of Financial Technology and Green Marketing On Brand Loyalty (Study Case on Starbucks Multatuli Medan Branch): Analisis Pengaruh Teknologi Finansial dan Pemasaran Hijau terhadap Loyalitas Merek (Studi Kasus Starbucks Cabang Multatuli Medan) Lie, Elbert; Manik, Desma Erica Maryati
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.331

Abstract

In today's digital world, alongside worldwide problems like environmental harm from human actions and rising global temperatures, there's a growing understanding of the need to protect our environment. The extensive reporting on waste-related issues has captured widespread attention, leading to heightened public worry and greater environmental consciousness. This situation has motivated businesses to actively participate in environmental preservation efforts, working alongside the community. This research seeks to determine how financial technology impacts brand loyalty, to explore green marketing's effect on brand loyalty, and to assess the combined effect of financial technology and green marketing on brand loyalty. This study will survey all Starbucks customers in 2024, using a sample group of 160 individuals, obtained using Hair et al collected using questionnaire. The study's findings indicate that both financial technology and green marketing independently influence brand loyalty to some extent, and that together, they have a combined impact on brand loyalty partially or simultaneously.
Analysis of the Influence of Fintech and Investor Trust on Investment Interest in Fore Coffee's e-IPO: Analisis Pengaruh Fintech dan Kepercayaan Investor terhadap Minat Investasi pada e-IPO Fore Coffee Dharmawan; Manik, Desma Erica Maryati
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.334

Abstract

The evolution of financial technology has revolutionized how individuals engage with monetary offerings, encompassing investment avenues. Because of the proliferation of diverse digital platforms offering investment options, people can now execute financial dealings with enhanced swiftness and effectiveness. The latest advancement in the realm of investment is the e-IPO or electronic initial public offering. This study delves into the influence of financial technology on the degree of investment interest in Fore Coffee's e-IPO, the impact of investor confidence on the propensity to invest in Fore Coffee's e-IPO, and how financial technology and investor trust collectively shape investment interest in Fore Coffee's e-IPO. The total population considered for this study encompassed all FORE Coffee investors, without a clearly defined count of respondents, with a sample group consisting of 130 individuals. The study's outcomes reveal that financial technology and investor trust significantly affect investment interest in Fore Coffee's e-IPO. Based on the t-test outcomes, both financial technology and investor trust exhibit a positive and significant influence on investment interest in Fore Coffee's e-IPO. The findings from the F-test demonstrate that financial technology and investor trust concurrently generate a positive and significant impact on investment interest in Fore Coffee's e-IPO. The extent of the combined effect of financial technology and investor trust on investment interest is quantified at 83.1%.
The Impact of Green Marketing and Artificial Intelligence on Interest in Using the Grab Indonesia Application: Dampak Green Marketing dan Artificial Intelligence Terhadap Minat Penggunaan Aplikasi Grab Indonesia Nicholas, Albert; Manik, Desma Erica Maryati
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.343

Abstract

It is impossible to stop advances in technology; instead, they should be improved to make things easier for those who use technology. The quick rise of digital technology has caused big changes in many fields, like transportation and delivery services that use application. In Indonesia, Grab is one of the first companies to offer transportation, food delivery, and digital payment services. This research looks at how green marketing and artificial intelligence affect people's interest in using the Grab Indonesia application. People who had used Grab in the last 30 days made up the study group, with an unknown number, and a sample of 120 people was taken using Hair et al.'s method. The study's findings show that green marketing has some effect on people's interest in using Grab. According to the study's findings, using artificial intelligence has a partial impact on people's interest in using Grab. The research also shows that green marketing and artificial intelligence together affect people's interest in using Grab.
Co-Authors - Afrizal Abd.Rashid, Muhammad Hafiz Angga, Ivone Angkasa, Eric Aurelia Dharmawan Gultom, Pesta Joni Joni Kanchawongpaisan, Sipnarong Lie, Elbert Marwan Marwan Nainggolan, Elisabeth Nasution, Lisa Elianti Nicholas, Albert Petrus Loo Sagala, Alda Claudia Sebayang, Yulvitriyani Br Sinaga, Hommy Dorthy Ellyany Sri Rezeki Tannaldy, Jaccyn Tiffany, Tiffany Waty, Venny