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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Bisnis Administrasi (BIS-A) Jurnal Masyarakat Indonesia International Journal of Economics and Management Journal Boas : Business, Economics, Accounting And Management
Hidayah Yoanna Putri
Politeknik LP3I Medan
Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Influence of Influencer Marketing on Interest in Purchasing Internet Package Services Maulidina; Putri, Hidayah Yoanna; Arista, Nabilla Dwi
Journal Boas : Business, Economics, Accounting And Management Vol. 2 No. 02 (2024): Journal Boas : Business, Economics, Accounting And Management
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/boas.v2i02.283

Abstract

The phenomenon of using influencer marketing is a form of promotional strategy that has been trending in recent years. The massive use of social media influences the way people make their purchasing decisions. Now people believe in one figure who is considered to have the right opinion. Therefore, this research will discuss the Influence of Influencer Marketing on Interest in Buying Internet Package Services, with a case study of LP3I Medan Polytechnic students who use Telkomsel internet package services. The purpose of this research is to find out whether Influencer Marketing (X) has an influence on Purchase Interest (Y). This research uses indicators from each variable. The indicators of Influencer Marketing are visibility, credibility, attractiveness, power. And indicators of Buying Interest are transactional interest, referential interest, preferential interest and exploratory interest. This research uses quantitative methods with a population of 35 people and a sample of 35 people. Meanwhile, to manage research data using the SPSS version 22 program. Based on the research results, it can be seen that the influencer marketing variable partially has a significant effect on the purchase interest variable as proven in the results of the T test research with a calculated t value of 14.441 > t table 1.692 and a significant value of 0.000 < 0.05. The results of a simple linear regression test which has the equation Y = a + bX shows that the influencer marketing variable shows a coefficient value of 0.914, which means that the influencer marketing variable has a positive influence on the purchase interest variable. The results of the coefficient of determination test show that the value (R Square) obtained is 0.863 (86.3%) indicating that influencer marketing has an influence on purchasing interest of 86.3%.
Analisis Hubungan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Hampers (Studi Kasus Toko Le Chic Parfait dan Bakehouse) Hidayah Yoanna Putri
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 01 (2024): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) : September-November
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i01.1013

Abstract

PT Boga Abadi Prima is a company engaged in the culinary industry which was established specifically to manage Le Chic Parfait and Bakehouse restaurants which are currently one of the culinary creative industry sectors that not only provide cakes and drinks but also open Hampers business opportunities that aim to meet consumer needs at certain moments, such as holidays and birthday celebrations of coworkers or offices. As the hampers business develops, competition is getting tougher, so companies need to understand consumer behavior. Consumer behavior is very diverse and can change at any time. Therefore, it is important for companies to pay attention, understand, and establish an approach to these various consumer behaviors, so as to identify factors that influence purchasing decisions. Consumer behavior includes the reasons and motivations of consumers in buying, using, and consuming products, as well as the factors that influence purchasing decisions and product use. Factors that influence consumer behavior include cultural, social, personal, and psychological factors. This research uses quantitative methods, with validity, reliability, product moment correlation, and T test as a measure of success. The results showed that consumer behavior has a strong relationship to purchasing decisions with a Pearson Correlation value for Consumer Behavior of 0.634 and a Pearson Correlation of Purchasing Decisions of 0.634. Cultural factors recorded the highest value in a strongly agree response to product purchasing decisions at Le Chic Parfait and Bakehouse Stores, with an average value of 4.26 and a percentage of 26%. It is hoped that Le Chic Parfait and Bakehouse Stores can maintain cultural factors and improve social factors by increasing Brand Awareness so that buyers more easily recognize and promote Le Chic Bakehouse products.
The Influence of Brand Identity and Brand Trust on Purchase Intention at Politeknik LP3I Medan Maulidina, Maulidina; Putri, Hidayah Yoanna
International Journal of Economics and Management Vol. 3 No. 01 (2025): International Journal of Economics and Management
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/iem.v3i01.54

Abstract

The purpose of this study is to analyze the effect of brand identity and brand trust on purchase intention at Politeknik LP3I Medan. The study aims to address the problem of how branding influences students' decision-making in choosing an educational institution. Specifically, this research seeks to answer the following questions: (1) To what extent does brand identity impact students' purchase intentions? (2) How does brand trust affect students' purchase intentions? A quantitative research design was adopted, involving a survey of 100 respondents selected through random sampling. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) via SmartPLS software. The findings indicate that brand identity and brand trust have a significant positive effect on purchase intention, with brand trust exerting a greater influence. This study contributes to the fields of brand design and educational marketing by providing insights into how branding strategies can enhance student recruitment and institutional credibility.
Analisis Pengaruh Digital Marketing Dan Peran Word Of Mouth Dalam Mendorong Pembelian Produk Camilan Sehat (Studi Pada Pt. Tamita Sukses Jaya Abadi) SE., M.Si, Hidayah Yoanna Putri,; SP., MM., Dr. Maulidina,; Safitria Yudha, Hadisya
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 03 (2025): Vol. 5 No. 03 (2025): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i03.1583

Abstract

Kesadaran masyarakat terhadap gaya hidup sehat mendorong pelaku usaha lokal untuk mengembangkan strategi pemasaran yang efektif. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan word of mouth terhadap keputusan pembelian produk camilan sehat lokal yang diproduksi oleh PT Tamita Sukses Jaya Abadi. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis regresi linear berganda dan pengujian statistik seperti uji t, uji F, koefisien korelasi, dan determinasi (R²) melalui SPSS. Hasil penelitian menunjukkan bahwa secara parsial, digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi 0,109 (sig. 0,036), sedangkan word of mouth lebih dominan dengan koefisien 0,865 (sig. 0,000). Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian, ditunjukkan oleh nilai F-hitung 698,086. Koefisien korelasi sebesar 0,972 menunjukkan hubungan yang sangat kuat, dan koefisien determinasi (R²) sebesar 0,945 menunjukkan bahwa 94,5% variasi keputusan pembelian dijelaskan oleh kedua variabel tersebut. Penelitian ini menegaskan pentingnya mengintegrasikan word of mouth dan digital marketing dalam strategi pemasaran, terutama melalui testimoni konsumen, influencer, serta konten digital yang edukatif dan menarik, guna meningkatkan minat beli produk camilan sehat secara berkelanjutan.
Determinasi Minat Kuliah Melalui Identitas Merek dan Ekuitas Merek (Studi Kasus : Politeknik LP3I Medan) Putri, Hidayah Yoanna; Maulidina , Maulidina
Bis-a Vol. 13 No. 01 (2024): BIS-A
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55445/bis-a.v13i01.58

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Identitas Merek dan Ekuitas Merek terhadap Minat Kuliah di Politeknik LP3I Medan. Penurunan minat berkuliah di perguruan tinggi swasta telah menjadi masalah yang semakin mencolok dalam beberapa tahun terakhir, dengan banyak perguruan tinggi swasta mengalami penurunan jumlah mahasiswa. LP3I Medan, meskipun memiliki prestasi seperti rekor MURI dan penghargaan sebagai Politeknik Swasta terbaik di Sumatera Utara, juga menghadapi fenomena penurunan jumlah mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis data SPSS untuk mengetahui pengaruh Identitas Merek dan Ekuitas Merek terhadap Minat Kuliah. Sampel yang digunakan dalam penelitian ini berjumlah 100 siswa alumni SMA/K/MA yang diambil menggunakan teknik accidental Sampling. Hasil penelitian menunjukkan bahwa baik Identitas Merek maupun Ekutas Merek berpengaruh positif dan signifikan terhadap Minat Kuliah, dengan nilai koefisien masing-masing sebesar 0.283 dan 0.377. Nilai R-Square sebesar 0.686 menunjukkan bahwa 68.6% variabilitas Minat Kuliah dapat dijelaskan oleh kedua variabel independen. Temuan ini memberikan implikasi strategis bagi institusi pendidikan tinggi dalam membangun identitas dan ekuitas merek yang kuat guna meningkatkan minat mahasiswa untuk melanjutkan pendidikan di perguruan tinggi tersebut.
EFEKTIVITAS CHATGPT DALAM STRATEGI PEMASARAN KONTEN PADA USAHA MIKRO KECIL MENENGAH (UMKM) KOTA MEDAN Putri, Hidayah Yoanna; Neni, Laelis; Lela, Nur
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4392

Abstract

Abstract:The development of artificial intelligence since 2020 has had a significant impact on business practices, including digital marketing. One innovation in AI, ChatGPT, enables the rapid, creative, and audience-tailored automated creation of marketing content. The purpose of this study is to assess the effectiveness of ChatGPT in supporting content marketing strategies for micro, small, and medium enterprises in Medan. This study employed a mixed-method approach, using a quantitative approach through a Likert scale questionnaire to evaluate perceptions of effectiveness, as well as a qualitative approach involving in-depth interviews and content analysis of promotions before and after the use of ChatGPT. The research subjects consisted of MSMEs engaged in the culinary, fashion, and handicraft sectors in the city of Medan. Data analysis was conducted using descriptive statistics and effectiveness testing for quantitative data, as well as thematic analysis for qualitative data. It is hoped that the results of this study will show that the application of ChatGPT can improve content quality, audience interaction, and efficiency in marketing strategies, despite challenges such as a lack of digital literacy and limited resources. This study is expected to contribute theoretically to AI-based digital marketing literature and serve as a practical guide for MSMEs to optimise their content marketing strategies by utilising ChatGPT.  Keywords: ChatGPT; content marketing; SMEs; artificial intelligence; digital strategy. Abstrak: Perkembangan kecerdasan buatan (AI) sejak 2020 telah membawa perubahan besar dalam praktik bisnis, termasuk strategi pemasaran digital. Salah satu inovasi AI, ChatGPT, memungkinkan pembuatan konten pemasaran secara otomatis dengan cepat, kreatif, dan sesuai kebutuhan audiens. Penelitian ini bertujuan untuk mengevaluasi efektivitas ChatGPT dalam mendukung strategi pemasaran konten pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Medan. Penelitian menggunakan metode campuran (mixed methods), dengan pendekatan kuantitatif melalui kuesioner skala Likert untuk menilai persepsi efektivitas, serta pendekatan kualitatif melalui wawancara mendalam dan analisis konten promosi sebelum dan sesudah penggunaan ChatGPT. Subjek penelitian terdiri dari UMKM di sektor kuliner, fashion, dan kerajinan di Kota Medan. Data dianalisis menggunakan statistik deskriptif dan uji efektivitas untuk data kuantitatif, serta analisis tematik untuk data kualitatif. Hasil diharapkan menunjukkan bahwa pemanfaatan ChatGPT dapat meningkatkan kualitas konten, interaksi audiens, dan efisiensi strategi pemasaran, meskipun terdapat kendala seperti literasi digital dan keterbatasan sumber daya. Penelitian ini memberikan kontribusi teoretis pada literatur pemasaran digital berbasis AI dan panduan praktis bagi UMKM dalam mengoptimalkan strategi pemasaran konten menggunakan ChatGPT. Kata kunci: ChatGPT; pemasaran konten; UMKM; kecerdasan buatan; strategi digital.
Sosialisasi Edukasi Digital Marketing Pada Sekolah SMA/SMK Yapim Taruna Sei Rokan Bebi Asdilvira; Maulidina; Hidayah Yoanna Putri
Jurnal Masyarakat Indonesia (Jumas) Vol. 3 No. 02 (2024): Jurnal Masyarakat Indonesia (Jumas)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jumas.v3i02.195

Abstract

This community service was carried out for students of class XII of SMA/SMK Yapim Taruna Sei Rokan. This community service activity was carried out on Wednesday, December 11, 2024. The theme of this community service is the Socialization of Digital Marketing Education at SMA/SMK Yapim Taruna Sei Rokan Schools. Digital marketing is a marketing concept that is carried out using social media to achieve market targets and needs. The community service method is carried out in three ways, namely preparation, implementation, and assessment. The results of this community service activity are expected to provide knowledge and insight as well as soft skills and hard skills to SMA/SMK Yapim Taruna Sei Rokan students, especially in the field of digital marketing so that they can meet the needs of the labor market who are experts and skilled in the field of digital marketing..
Digital Transformation and Destination Branding as Drivers of Destination Brand Experience: Evidence from Medan City, Indonesia Maulidina Maulidina; Onan Marakali Siregar; Sri Eka Wulandari; Hidayah Yoanna Putri
Jesya Vol 9 No 2 (2026): ARTICLES : RESEARCH JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2912

Abstract

The rapid advancement of digital technologies has transformed the tourism industry, requiring tourism destinations to strengthen their digital capabilities and branding strategies to create memorable visitor experiences. Despite the growing attention given to Digital Transformation and Destination Branding, empirical evidence examining their combined effects on Destination Brand Experience remains limited, particularly within the context of urban tourism destinations in Indonesia. Therefore, this study aims to examine the effects of Digital Transformation and Destination Branding on Destination Brand Experience among tourists visiting tourism destinations in Medan City, Indonesia. A quantitative explanatory research design was employed using a cross-sectional survey. Data were collected from 150 tourists through purposive sampling using a structured questionnaire. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis with IBM SPSS Statistics. The findings indicate that both Digital Transformation and Destination Branding have positive and significant effects on Destination Brand Experience. Digital Transformation positively influences tourists' experiences by enhancing digital communication, service accessibility, tourist interaction, and personalized tourism services. Likewise, Destination Branding strengthens destination identity, emotional attachment, perceived uniqueness, and effective communication, thereby improving tourists' overall destination experiences. The regression model demonstrates satisfactory explanatory power, indicating that both independent variables jointly contribute to explaining Destination Brand Experience. This study contributes to tourism marketing literature by integrating Digital Transformation and Destination Branding within a unified conceptual framework and provides practical implications for tourism destination managers and policymakers in developing digitally integrated and experience-oriented urban tourism destinations.
EFEKTIVITAS CHATGPT DALAM STRATEGI PEMASARAN KONTEN PADA USAHA MIKRO KECIL MENENGAH (UMKM) KOTA MEDAN Hidayah Yoanna Putri; Laelis Neni; Nur Lela
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 8 No. 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4392

Abstract

Abstract:The development of artificial intelligence since 2020 has had a significant impact on business practices, including digital marketing. One innovation in AI, ChatGPT, enables the rapid, creative, and audience-tailored automated creation of marketing content. The purpose of this study is to assess the effectiveness of ChatGPT in supporting content marketing strategies for micro, small, and medium enterprises in Medan. This study employed a mixed-method approach, using a quantitative approach through a Likert scale questionnaire to evaluate perceptions of effectiveness, as well as a qualitative approach involving in-depth interviews and content analysis of promotions before and after the use of ChatGPT. The research subjects consisted of MSMEs engaged in the culinary, fashion, and handicraft sectors in the city of Medan. Data analysis was conducted using descriptive statistics and effectiveness testing for quantitative data, as well as thematic analysis for qualitative data. It is hoped that the results of this study will show that the application of ChatGPT can improve content quality, audience interaction, and efficiency in marketing strategies, despite challenges such as a lack of digital literacy and limited resources. This study is expected to contribute theoretically to AI-based digital marketing literature and serve as a practical guide for MSMEs to optimise their content marketing strategies by utilising ChatGPT.  Keywords: ChatGPT; content marketing; SMEs; artificial intelligence; digital strategy. Abstrak: Perkembangan kecerdasan buatan (AI) sejak 2020 telah membawa perubahan besar dalam praktik bisnis, termasuk strategi pemasaran digital. Salah satu inovasi AI, ChatGPT, memungkinkan pembuatan konten pemasaran secara otomatis dengan cepat, kreatif, dan sesuai kebutuhan audiens. Penelitian ini bertujuan untuk mengevaluasi efektivitas ChatGPT dalam mendukung strategi pemasaran konten pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Medan. Penelitian menggunakan metode campuran (mixed methods), dengan pendekatan kuantitatif melalui kuesioner skala Likert untuk menilai persepsi efektivitas, serta pendekatan kualitatif melalui wawancara mendalam dan analisis konten promosi sebelum dan sesudah penggunaan ChatGPT. Subjek penelitian terdiri dari UMKM di sektor kuliner, fashion, dan kerajinan di Kota Medan. Data dianalisis menggunakan statistik deskriptif dan uji efektivitas untuk data kuantitatif, serta analisis tematik untuk data kualitatif. Hasil diharapkan menunjukkan bahwa pemanfaatan ChatGPT dapat meningkatkan kualitas konten, interaksi audiens, dan efisiensi strategi pemasaran, meskipun terdapat kendala seperti literasi digital dan keterbatasan sumber daya. Penelitian ini memberikan kontribusi teoretis pada literatur pemasaran digital berbasis AI dan panduan praktis bagi UMKM dalam mengoptimalkan strategi pemasaran konten menggunakan ChatGPT. Kata kunci: ChatGPT; pemasaran konten; UMKM; kecerdasan buatan; strategi digital.
Co-Authors Arista, Nabilla Dwi Bebi Asdilvira Lela, Nur Maulidina Maulidina Neni, Laelis Nur Lela Safitria Yudha, Hadisya Siregar, Onan Marakali Sri Eka Wulandari