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All Journal JKMS : Jurnal Ilmu Komunikasi Indonesian Journal of Business and Entrepreneurship (IJBE) Indonesian Journal of Disability Studies IKRA-ITH EKONOMIKA Al-Kharaj: Journal of Islamic Economic and Business Business Economic, Communication, and Social Sciences Journal (BECOSS) Ikomik: Jurnal Ilmu Komunikasi dan Informasi Priviet Social Sciences Journal Journal of Innovative and Creativity Jurnal Ekonomi Manajemen Bisnis dan Akuntansi
Wulandari, Poppy
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Higher Education Institution Marketing: Factors Influencing Students' Decision To Choose Politeknik Negeri Medan (POLMED) Mayako, Puja Afwanda; Wulandari, Poppy
IKRAITH-EKONOMIKA Vol. 8 No. 1 (2025): IKRAITH-EKONOMIKA Vol 8 No 1 Maret 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

This study aims to analyze the factors influencing students' decisions to choose Politeknik Negeri Medan (POLMED) as their higher education institution. Higher education in Indonesia has experienced rapid development; however, competition among educational institutions has become increasingly intense. With a large number of both public and private higher education institutions, the challenge faced by each institution is how to compete and attract prospective students. POLMED, as one of the state universities in North Sumatra, must be able to implement effective marketing strategies to attract students. The research method used is a qualitative approach, with in-depth interviews conducted with students at POLMED. The findings indicate that the marketing strategies applied by POLMED, such as collaborations with schools, promotion through social media, and the organization of campus events, have proven to be effective in enhancing POLMED's visibility among prospective students. However, there is room for improvement, particularly in digital marketing. Students suggest that POLMED should improve its digital content to be more engaging and relevant to the interests of the younger generation, such as videos showcasing campus activities, alumni testimonials, and more detailed information about the advantages of vocational education.
The Influence of Integrated Marketing Communication Strategies on Enhancing the Adoption of GoPaylater Services Purba, Ade Rasinta Herli Kristiani; Syahlina, Maya; Wulandari, Poppy
IKOMIK: Jurnal Ilmu Komunikasi dan Informasi Vol. 5 No. 1 (2025): June
Publisher : Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/ikomik.v5i1.12109

Abstract

The development of financial technology in Indonesia has driven innovation in digital payment services, one of which is GoPaylater, developed by Gojek. This study aims to analyze the influence of integrated marketing communication (IMC) elements on the increase in the number of GoPaylater users. A quantitative approach was employed through a survey method involving 120 active users of the Gojek application in the city of Medan. The analysis results indicate that the elements of digital advertising, sales promotion, public relations, content marketing, and social media significantly influence the decision to use GoPaylater. The combination of digital advertising and sales promotion was found to be the most effective strategy in encouraging service adoption. These findings underscore the importance of implementing an integrated marketing communication strategy to enhance brand awareness, purchase intention, and consumer trust in paylater services. This study also identifies challenges in the implementation of IMC, such as the need to maintain message consistency across various communication channels. Strategic recommendations include increasing consumer education, optimizing promotional programs, strengthening public relations, maximizing the use of social media, and leveraging data-driven analysis to better understand user behavior. The results of this study are expected to serve as a reference for the development of digital marketing strategies in the financial services sector in Indonesia.
Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island Wulandari, Poppy; Mawaddah; Purba, Ade Rasinta Herli Kristiani
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.383

Abstract

This research investigates the potential of TikTok as a digital marketing platform for fostering entrepreneurship on Sumatra Island, Indonesia. The study addresses the gap in the current literature regarding the suboptimal use of digital marketing tools in the region, particularly TikTok, which remains under-utilized despite its potential to enhance entrepreneurial growth. Using a qualitative research approach, data was collected through in-depth interviews with six informants, three TikTok sellers and three affiliates from Aceh, North Sumatra, and West Sumatra. Findings indicate that TikTok serves as an effective and cost-efficient platform for entrepreneurs, offering a dual function as both an entertainment and shopping medium. However, the study reveals challenges, such as limited digital financial literacy and an underdeveloped application of marketing strategies on the island. The research contributes to understanding the dynamics of digital marketing adoption in Sumatra, highlighting the necessity of enhancing digital financial literacy and maximizing the use of the platform, for example, TikTok to boost entrepreneurial independence. The implications of this study suggest the importance of integrating digital tools in regional economic policies to foster inclusive growth. The study also acknowledges limitations such as the small sample size and the focused geographical scope which recommend future research with broader, more diverse samples and a mixed-methods approach to explore long-term business sustainability and the comparative effectiveness of various digital platforms.
Indonesian migrant workers in the framework of legal protection and business existence Ibrahim, Maulana; Dalimunthe, Reja; Wulandari, Poppy
Priviet Social Sciences Journal Vol. 5 No. 7 (2025): July 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i7.376

Abstract

This study discusses legal protection for Indonesian migrant workers in the dynamics of the diaspora and public policy challenges. Indonesian Migrant Workers play an important role as contributors to the country’s foreign exchange, but still face various problems such as human rights violations, violence, exploitation, and weak legal protection in the destination country. This study uses a descriptive qualitative approach with a juridical-sociological method through in-depth interviews and participatory observation of Indonesian migrant workers and secondary data analysis from official government documents and international reports. The results of the study show a significant gap between the protection policies that have been set by the government and the reality of their implementation in the field. The main problems include the rampant non-procedural placement by illegal agents, low digital literacy of Indonesian migrant workers regarding the government’s online reporting system, and limited coordination between related institutions. This study highlights the importance of cross-sector collaboration, both state and private, and the use of information technology to strengthen complaint mechanisms and the supervision of migrant worker placement in a transparent and accountable manner.
Influencer Marketing and Purchase Intention: The Mediating Role of Trust Evrianti, Hesti; Wanti, Sri; Asriadi; Wulandari, Poppy
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.535

Abstract

Background: Digitalization had transformed consumption patterns, positioning influencer marketing as a dominant strategy in contemporary business. Social media influencers significantly enhanced brand awareness and purchase intention, particularly among students as active technology users. However, their impact was mediated by trust, which strengthened consumer responses to marketing messages. Thus, examining trust as a mediating variable between influencer marketing, brand awareness, and purchase intention was essential to advance marketing knowledge within the student market segment.Purpose: This study aims to examine the influence of influencer marketing on brand awareness and purchase intention, emphasizing the mediating role of trust. While influencer marketing is recognized as a driver of consumer decisions, its impact is often indirect, shaped by consumer trust. Prior studies have overlooked this mediating factor, particularly within the student market segment. Addressing this gap, the research provides new insights into digital marketing by highlighting trust as a critical determinant of effectiveness.Design/Methodology/Approach: This study employed a quantitative research design at Tadulako University, Palu, Indonesia, from February to October 2024. Data were collected through a structured questionnaire distributed to 86 postgraduate students, determined via the Slovin formula from a population of 630. The instrument, validated by expert review and pilot testing, used a five-point Likert scale. Data analysis utilized descriptive statistics and path analysis with SmartPLS 4 to examine causal relationships and ensure validity and reliability.Finding/Result: The results demonstrate that influencer marketing significantly enhances brand awareness, purchase intention, and trust among students. Trust itself positively influences both brand awareness and purchase intention, while also serving as a significant mediator between influencer marketing and these outcomes. Path analysis confirms all hypotheses, underscoring the central role of trust in strengthening consumer perceptions and decisions. These findings highlight that influencer marketing effectiveness depends not only on brand exposure but also on building sustainable trust-based relationships.Conclusion: This study concludes that influencer marketing significantly enhances brand awareness and purchase intention among graduate students, with trust acting as a pivotal mediating factor. Trust reduces perceived risks and reinforces consumer confidence, thereby amplifying marketing effectiveness. The study contributes novel insights by positioning trust as a central mechanism in digital marketing strategies. However, due to the limited sample size, findings should be interpreted cautiously and further validated across broader contexts and product categories.Originality/State of the art: This research contributes to the existing literature by emphasizing the mediating role of trust in influencer marketing's effects on graduate students, providing insights for marketers targeting this demographic in the context of mobile phone purchases. Keywords: influencer marketing, brand awareness, purchase intention, consumer decisions, digital marketing
Different Markets, Different Choices: Halal Certified Chicken Consumption Among Muslims in Taiwan and Indonesia Wulandari, Poppy; Hasibuan, Dita Kartika Sari; Sembiring, Putri Sosanti; Purba, Ade Rasinta Herli Kristiani; Ginting, Grace Desy Hanatasha
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8059

Abstract

Purpose: This study investigates differences in purchasing decisions for halal-certified chicken between Muslim consumers in Indonesia and Taiwan. It explores the socio-cultural, institutional, psychological, and economic factors shaping consumer choices, while assessing the role of halal literacy and certification. Methods: A qualitative comparative design was applied, using semi-structured interviews with Muslim consumers in both countries. Purposive sampling was conducted in Indonesia, while snowball sampling was employed in Taiwan due to the smaller and dispersed Muslim population. Data were analyzed thematically with NVivo and ATLAS.ti, supported by secondary sources such as halal regulations and community initiatives. Results: Findings reveal that Indonesian consumers often rely on trust-based relationships with Muslim vendors and assume halalness as a cultural default, reducing the urgency of certification. In contrast, Taiwanese consumers emphasize halal logos and certification bodies as primary assurances of Sharia compliance and food safety. Affordability and social familiarity drive Indonesian preferences, while availability, institutional trust, and diaspora support dominate in Taiwan. Implications: The study highlights that halal consumption is influenced not only by religious obligations but also by broader socio-cultural and institutional contexts. Results underscore the need for stronger halal assurance for fresh products in Indonesia and wider distribution of halal-certified foods in Taiwan, offering insights for policymakers and future research on Muslim consumer behavior across different settings.
Transformasi Digital dan Efektivitas Kebijakan Fiskal terhadap Pengangguran di Provinsi Aceh Tahun 2011–2024: Analisis Empiris Menggunakan Data Time Series Hardianti, Anisha; Wulandari, Poppy; Utari, Ulfa; Maulidan, Rahmat
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh belanja bantuan sosial, pertumbuhan ekonomi, dan penggunaan internet terhadap tingkat pengangguran di Provinsi Aceh periode 2011–2024. Ketiga variabel tersebut dipilih untuk menggambarkan peran kebijakan fiskal, dinamika makroekonomi, dan transformasi digital dalam menekan pengangguran di daerah berkembang. Penelitian ini menggunakan data sekunder tahunan yang diperoleh dari BPS dan Kemenkeu RI. Analisis dilakukan dengan regresi linier berganda menggunakan EViews 12, serta diuji melalui asumsi klasik dan uji hipotesis (t dan F test). Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh negatif dan signifikan terhadap tingkat pengangguran di Provinsi Aceh. Variabel belanja bantuan sosial berperan sebagai automatic stabilizer yang mampu menekan dampak perlambatan ekonomi terhadap lapangan kerja. Pertumbuhan ekonomi berpengaruh negatif terhadap pengangguran, mendukung keberlakuan Hukum Okun di tingkat daerah. Sementara itu, penggunaan internet memiliki pengaruh paling kuat terhadap penurunan pengangguran, menunjukkan bahwa transformasi digital berkontribusi signifikan terhadap penciptaan lapangan kerja baru dan peningkatan efisiensi ekonomi daerah. Temuan ini menegaskan bahwa sinergi antara kebijakan fiskal, pertumbuhan ekonomi, dan transformasi digital berperan penting dalam mendorong pembangunan ekonomi yang inklusif dan berkelanjutan di Provinsi Aceh.
Exploration of the Influence of TikTok Live Streaming on Increasing Consumer Purchase Interest Wulandari, Poppy; Azra, Sabrina; Buana, Siti Aisyah; Masayu, Aurel Chesya Putri; Panjaitan, Eurosey Caroline Br.
Business Economic, Communication, and Social Sciences Journal (BECOSS) Vol. 7 No. 3 (2025): BECOSS (In Press)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/becossjournal.v7i3.13678

Abstract

The development of digital platforms has made social media an important marketing tool that plays a crucial role in the success of a business. One of the features that attracts consumers is TikTok live streaming, which enables real-time interaction between sellers and buyers online. This study aims to analyze the impact of TikTok live streaming on increasing consumer purchase intention. Using a qualitative method, the research collects data through interviews conducted with active users of TikTok live streaming, as well as an analysis of the content created by sellers. The results of this study reveal several key factors that influence consumer purchase intention, namely real-time communication conducted by the seller, delivery speed, and ease of obtaining discounts and attractive promotions. Respondents are interested in shopping during live streaming due to several main factors, such as the seller's interactive communication style, clearer product displays thanks to live demonstrations, and the sense of urgency created by exclusive promotions and limited stock. Additionally, trust in the seller also increases through real-time interactions, where consumers can ask questions and receive immediate answers before making a purchase decision. This research provides valuable insights for business owners on strategies that can be implemented in live streaming, particularly in building audience engagement and encouraging purchase decisions more effectively.
THE EFFECTIVENESS OF MARKETING COMMUNICATION IN DIGITAL BUSINESS: A CASE STUDY OF MARKETING ON TIKTOK LIVE Mawaddah, Mawaddah; Wulandari, Poppy; Panjaitan, Andreas; Dwianita, Dwianita
Jurnal Ilmu Komunikasi Vol 14 No 1 (2025): Jurnal Ilmu Komunikasi (JKMS)
Publisher : Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35967/jkms.v14i1.7651

Abstract

This research examines the effectiveness of marketing communication through TikTok Live, focusing on its impact on consumer engagement and purchase decisions. As digital business in Indonesia rapidly grows, TikTok has evolved from an entertainment platform to a dynamic marketing tool, integrating e-commerce and live commerce features. By allowing real-time interactions between brands and consumers, TikTok Live enhances trust, fosters deeper engagement, and encourages impulsive purchases. The study finds that the interactive nature of TikTok Live, including live demonstrations and direct consumer inquiries, significantly influences purchasing behavior. Additionally, the integration of entertainment elements further strengthens consumer interest and increases conversion rates. The research adopts a qualitative approach, using a case study design with participatory observation and content analysis of several TikTok Live sessions to identify key factors influencing consumer decisions. The findings highlight the potential of TikTok Live as a powerful platform for both large and small businesses to enhance marketing effectiveness and reach a broader audience, especially younger consumers. In conclusion, businesses looking to optimize their digital marketing strategies should leverage TikTok Live’s real-time, interactive features to create more personalized, engaging consumer experiences.
Challenges, Opportunities, and the Future of the Blue Economy in Indonesia Wulandari, Poppy; Afwanda Mayako , Puja; Cahyaningrum , Mutiara
Jurnal Ekonomi Manajemen Bisnis dan Akuntansi Vol. 2 No. 1 (2025): (July) Jurnal Ekonomi Manajemen Bisnis dan Akuntansi
Publisher : PT. Altaf Publishing Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70895/jemba.v2i1.18

Abstract

Indonesia, the world's largest archipelagic country with vast maritime territory, holds significant potential for developing a blue economy that promotes sustainable growth through effective marine resource management. Key sectors such as fisheries, maritime tourism, and marine renewable energy are essential to national economic development. However, the blue economy's progress faces challenges, including ecosystem degradation, maritime pollution, and sectoral fragmentation. This study identifies the main challenges and explores opportunities in sustainable fisheries, maritime ecotourism, and marine renewable energy. Using a descriptive-analytical approach with qualitative and quantitative analysis of secondary data, the findings reveal that Indonesia's blue economy remains highly promising, especially with policies supporting sustainability, human resource development, and eco-friendly technologies.  The novelty of this research lies in its cross-sectoral synthesis, which emphasizes the need for convergence between environmental governance and maritime economic policy.
Co-Authors Afwanda Mayako , Puja Andreas Panjaitan, Andreas Anisha Hardianti, Anisha Asriadi Azra, Sabrina Buana, Siti Aisyah Cahyaningrum , Mutiara Dalimunthe, Reja Dwianita, Dwianita Ginting, Grace Desy Hanatasha Hasibuan, Dita Kartika Sari Hesti Evrianti Ibrahim, Maulana Maharani, Blangi Intan Maria Laot Kian, Antonius Masayu, Aurel Chesya Putri Maulidan, Rahmat Mawaddah Mawaddah Mawaddah, Mawaddah Mayako, Puja Afwanda Panjaitan, Eurosey Caroline Br. Purba, Ade Rasinta Herli Kristiani Sembiring, Putri Sosanti simbolon, yohana yulianti Siregar, Ira Nur Dewita Syahlina, Maya Ulfa Utari Wanti, Sri