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All Journal Abdimas Talenta : Jurnal Pengabdian Kepada Masyarakat Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Jurnal Ilmiah Manajemen Kesatuan International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat
Nuzuliati
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian (Studi Kasus pada Store Burger King Cabang Sun Plaza Medan) Nuzuliati; Yanti Musyawarah
EDU SOCIETY: JURNAL PENDIDIKAN, ILMU SOSIAL DAN PENGABDIAN KEPADA MASYARAKAT Vol. 5 No. 1 (2025): Februari-Mei 2025
Publisher : Association of Islamic Education Managers (Permapendis) Indonesia, North Sumatra Province

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56832/edu.v5i1.782

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian (studi kasus pada store Burger King Cabang Sun Plaza Medan). Penelitian ini menggunakan metode penelitian kuantitatif dengan pendekatan asosiatif. Metode pengumpulan data adalah dengan menyebarkan kuesioner. Jumlah sampel yang diteliti adalah 84 orang. Metode yang digunakan dalam penelitian ini adalah analisis regresi linear berganda, uji instrumen, uji asumsi klasik, uji hipotesis dan koefisien determinasi. Proses perhitungan data menggunakan software statistik yakni SPSS for windows versi 25. Hasil penelitian ini menyatakan bahwa kualitas produk, harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian.
MARKETING STRATEGIES FOR SMALL RETAIL BUSINESSES IN THE MIDST OF MARKETPLACE COMPETITION Nuzuliati; Yanti Musyawarah
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.3776

Abstract

The development of digital marketplaces such as Shopee, Tokopedia, and TikTok Shop has posed serious challenges for small retail businesses, including in the city of Medan. This study aims to describe the marketing strategies applied by small retailers in the face of such competition. The approach used is descriptive qualitative with data collection techniques through in-depth interviews, observations, and documentation of five small retail stores in Medan. The results show that the most effective strategies include WhatsApp-based delivery services, social media utilization, customer loyalty programs, and local community approaches. Stores that implement adaptive strategies experience an increase in turnover of up to 35%, while stores that do not innovate tend to stagnate. Small retailers still have a competitive advantage in terms of emotional closeness, flexibility of service, and quick response to customers. This study concludes that the key to the success of small retail lies in the combination of a simple digital marketing strategy and a locality-based relational approach. Support from the government and the business community is urgently needed to improve digital literacy and the competitiveness of small retailers in the digital era.
RESOURCE-BASED THEORY (RBT) MODEL IN IMPROVING EMPLOYEE PERFORMANCE: INCLUSIVE LEADERSHIP AND SELF-EFFICACY APPROACH Yanti Musyawarah; Nuzuliati
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 3 (2025): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i3.3540

Abstract

This study aims to explore the application of Resource-Based Theory (RBT) in improving employee performance through an inclusive leadership and self-efficacy approach. Based on RBT, an organization's internal resources, including leadership and individual self-confidence, are strategic assets that can provide competitive advantage. An inclusive leadership approach is seen as being able to create a work environment that supports diversity, collaboration, and innovation, thereby strengthening employee ownership and motivation. In addition, employee self-efficacy, which is the belief in their ability to achieve work goals, is an important factor in maximizing individual potential. This study uses a quantitative method with a survey of employees in various industrial sectors. The results show that inclusive leadership significantly increases self-efficacy, which ultimately has a positive impact on employee performance. These findings provide theoretical and practical contributions, especially in human resource management, by emphasizing the importance of inclusive leadership and self-efficacy development to optimize organizational performance. This study also recommends strategies that can be implemented by managers in building an inclusive work culture to achieve sustainable competitive advantage.
Visionary Leadership Boosting Innovation and Digital Transformation in Technology-Based MSMEs Awaludin; Nuzuliati
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3776

Abstract

This study aims to analyze the relationship between visionary leadership and the level of innovation in technology-based MSMEs in Medan City. The approach used is quantitative with a correlational descriptive design. The research sample consisted of 93 MSME actors who were selected using stratified random sampling techniques. The data collection instrument is a closed questionnaire with a Likert scale, which has been tested for validity and reliability. The results of the analysis show that visionary leadership is in the high category, while the level of innovation of MSMEs is in the medium to high category. The Pearson correlation test yielded a value of r = 0.671 which showed a strong and positive relationship between the two variables. The t-test showed that the relationship was statistically significant (t-count = 8.63 > t-table = 1.99). These findings confirm that visionary leadership plays an important role in driving the adoption of innovation in the MSME sector, especially in the use of digital technology. Thus, strengthening the capacity of visionary leadership is a key strategy to increase the competitiveness and sustainability of MSMEs in the era of digital transformation.
Pengembangan Startup Digital Mahasiswa Melalui Program Inkubasi Bisnis Digital Pada Universitas Sumatera Utara : Indonesia Harumy, Henny Febriana; Dewi Sartika Br. Ginting; Fuzy Yustika Manik; Nuzuliati
Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Vol. 8 No. 4 (2025): Oktober 2025
Publisher : STMIK Royal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33330/jurdimas.v8i4.4146

Abstract

Abstract: Digitalization 5.0 has opened wide opportunities for students to build digital-based startups. However, many student startups face challenges in financial management, developing a Minimum Viable Product (MVP), and ensuring business sustainability. This program aims to implement Digital Business Incubation as a strategy for developing student digital startups. The methods used include observation, tenant selection, interviews, and intensive mentoring for incubation program participants. As a result of the selection process, 14 businesses were chosen to be incubated, consisting of service-based and product-based ventures. The program is designed to provide entrepreneurship training, financial management workshops, business legality assistance, investor networking opportunities, and technological support. The outcomes of the program indicate that through digital incubation, average 77,91% of the participating students were able to enhance their digital entrepreneurship skills, strengthen their business models, and optimize the potential for business sustainability. Therefore, Digital Business Incubation has proven to be an effective mechanism for fostering the growth of student digital startups that are adaptive, innovative, and competitive in the digital economy era. Keywords: bussiness digital, enterprise, student, service Abstrak: Digitalisasi 5.0 telah membuka peluang luas bagi mahasiswa untuk membangun usaha rintisan (startup) berbasis digital. Namun, banyak startup mahasiswa menghadapi tantangan dalam hal pengelolaan keuangan, Minimum Viable Product, dan keberlanjutan usaha. Program ini bertujuan untuk mengimplementasikan program Digital Business Incubation sebagai strategi pengembangan startup digital mahasiswa. Metode yang digunakan meliputi observasi, seleksi tenant, wawancara, serta pendampingan intensif terhadap peserta program inkubasi. Dari hasil seleksi terpilih 14 usaha yang akan diinkubasi yang terdiri dari usaha yang bergerak dibidang jasa dan produk. Program ini dirancang untuk memberikan pembinaan kewirausahaan, pelatihan keuangan, pendampingan legalitas usaha, akses bersama investor, serta dukungan teknologi. Hasil program ini menunjukkan bahwa melalui inkubasi digital, rata rata 77,91% mahasiswa mampu meningkatkan keterampilan wirausaha digital, memperkuat model bisnis, serta mengoptimalkan potensi keberlanjutan usaha. Dengan demikian, Inkubasi bisnis digital terbukti menjadi mekanisme efektif dalam mendorong lahirnya startup digital mahasiswa yang adaptif, inovatif, dan berdaya saing di era ekonomi digital. Kata kunci: bisnis, mahasiswa, jasa, startup digital
Student-Based Entrepreneurship Incubation Program for Student Startup Digital Business Development in Efforts to Optimize Sustainable Student Business Harumy, THF.; Br. Ginting, Dewi Sartika; Manik, F.Y.; Nuzuliati
ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat Vol. 9 No. 1 (2024): ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/abdimastalenta.v9i1.15687

Abstract

The student digital startup business development incubation program is one of the initiatives implemented to support the development of innovative and sustainable student businesses. This program aims to help students realize their competitive and sustainable business potential. Analysis of the entrepreneurial situation at the University of North Sumatra is currently in the process of development, marked by a large number of new young entrepreneurs from various entrepreneurial programs both internal to the university and outside the university, such as the Young Entrepreneurs program (PMW), Student Creativity Program (PKM), it known that in 2022 there will be 12 PKM funding for the entrepreneurship scheme, apart from that there were also three program winning entrepreneurs (P2MW). The problem is that there are limitations in opening up networking opportunities and market access for students just starting a business. There is a need for education from campuses and assistance regarding good business financial management, and there is still a need to improve sustainable entrepreneurship programs for students. There is a lack of qualified mentors or other resources and support. So, every startup from campus that has just started a business immediately loses enthusiasm and motivation because there is no continuous assistance. The method used to resolve this problem is assistance to improve student startup skills in providing competent human resources, financial assistance, and financial management literacy for student startups, providing facilities in the form of booths and business facilities, training and guidance to improve business management skills, and marketing. This program's online and offline results are characterized by opening up valuable opportunities for students to develop digital business ideas and promote sustainable business principles, allowing student businesses to contribute to sustainable growth.
Co-Authors Awaludin br. Ginting, Dewi Sartika Dewi Sartika Br. Ginting Fuzy Yustika Manik harumy, henny febriana Harumy, THF. Manik, F.Y. Yanti Musyawarah