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All Journal Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Jurnal Minfo Polgan (JMP) Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB) Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Eastasouth Journal of Effective Community Services Gudang Jurnal Pengabdian Masyarakat JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Jurnal Riset Multidisiplin Edukasi Menulis: Jurnal Penelitian Nusantara
Rahmad Dianta Purba
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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ANALISIS RELATIONSHIP MARKETING DAN PROMOSI DALAM MENINGKATKAN KEPUASAN KONSUMEN UMKM KULINER KOTA MEDAN Nicholas Adinata Kisono; Hommy Dorthy Ellyany Sinaga; Rahmad Dianta Purba
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1607

Abstract

This study aims to describe the influence of relationship marketing and promotion on consumer satisfaction in culinary MSMEs in Medan City. The research background highlights the rapid growth of culinary businesses and intense competition, requiring entrepreneurs to rely not only on product quality but also on marketing strategies that foster consumer loyalty. Relationship marketing emphasizes communication, service, and trust, while promotion introduces products, increases sales, and builds brand image through discounts, bundling packages, social media, and influencer collaborations. A descriptive approach was applied, using observation, interviews, and literature review. Findings reveal that relationship marketing enhances consumer satisfaction through personal interaction and friendly service, while promotion provides added value via affordable pricing and emotional engagement. The synergy of both strategies creates stronger effects: promotion attracts new consumers, while relationship marketing ensures existing ones remain loyal. In conclusion, combining effective promotional strategies with consistent relationship marketing is essential for culinary MSMEs in Medan to achieve consumer satisfaction and strengthen competitiveness.
ANALISIS INOVASI DAN KUALITAS PRODUK DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN KONSUMEN KOTA MEDAN Daniel Valentino Lay; Hommy Dorthy Ellyany Sinaga; Rahmad Dianta Purba
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 1 (2026): Jurnal Riset Multidisiplin Edukasi (Januari 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i1.1629

Abstract

This study examines the role of innovation and product quality in enhancing consumer purchase decisions in Medan using a descriptive qualitative approach. Case studies were conducted across representative product categories in the local market. Data were collected through in depth interviews, participant observation at points of sale and after sales services, and documentation of product materials and customer testimonials. Thematic analysis involving data reduction, categorization, and source triangulation revealed that functionally relevant innovation and consistent product quality are primary drivers of perceived value, accelerate decision making, and foster customer loyalty. The study also identifies several problems related to the variables of innovation, product quality, and the purchase decision process that manufacturers and retailers must address.
Co-Authors Aisya Dwi Aryani Asliza Yusoff Daniel Valentino Lay Enjely Forensia Pratama Herlambang, Albert Hommy Dorthy Ellyany Sinaga Hommy Dorthy Ellyany Sinaga Irnawati Hulu Linda Wahyu Marpaung M. Fahrial Aldi M. Fahriyal Aldi Milli Muhammad Hafiz Abd.Rashid Nabila Dwi Puspita Sari Nicholas Adinata Kisono Noniya Dewinta Anggi Ritonga Pesta Gultom Petrus Loo Phan Bao Giang Sintiawati Sintiawati Sipnarong Kanchawongpaisan Stevany, Stevany Susan Grace V Nainggolan Widalicin Januarty ⁠Hendra Halim