Garuda - Garba Rujukan Digital

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

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

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

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

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

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

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

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.

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

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.

Job Opportunities for the Disabled Labor Forces: Review of Legal Awareness and Protection Ibrahim, Maulana; Wulandari, Poppy; Maria Laot Kian, Antonius
Indonesian Journal of Disability Studies Vol. 12 No. 2 (2025)
Publisher : The Center for Disability Studies and Services Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.ijds.2025.12.2.8

The enhancement of the quality of life for all individuals is an imperative component of societal advancement. This is a principle that pertains to the disabled population as a particularly vulnerable group. In Indonesia, the estimated number of disabled labourers is projected to reach 720,748 in 2022. Despite this figure having increased by 160.18% since 2021, it is anticipated that the involvement of people with disabilities in the formal sector will remain low until 2023. The objective of this research is twofold: firstly, to analyse the extent of legal awareness and protection for disabled workers, and secondly, to determine a solution for the discrepancy between legal provisions and awareness about employment opportunities for disabled workers. In order to analyse these gaps and formulate solutions to the identified problems, this research employs a qualitative research design that utilises a normative juridical approach. Despite the existence of legal provisions in Indonesia to support the United Nations' disability inclusion strategy, empirical evidence indicates that legal awareness and protection remain inadequate. It is anticipated that the government will not only formulate legal instruments to safeguard the rights of disabled individuals but will also oversee the employment of disabled individuals within both governmental and private sector organisations.

EFEK ORAL CRYOTHERAPY TERHADAP MUKOSITIS ORAL PADA PASIEN KANKER Sitanggang, Yenni Ferawati; Wulandari, Poppy; Riana; Setiawan, Velia Putri; Sakti, Erivita
Klabat Journal of Nursing Vol. 8 No. 1 (2026): Nursing and Well-being Dynamics
Publisher : Fakultas Keperawatan, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37771/kjn.v8i1.1525

Background: Cancer is one of the deadliest chronic diseases in the world. Chemotherapy is often the main choice in cancer treatment. Chemotherapy has side effects, one of which is oral mucositis. Oral cryotherapy significantly contributes to protecting oral health and preventing mucositis. Objective: This study aimed to analyze the effect of oral cryotherapy on oral mucositis in cancer patients. Methods: This study uses the literature review method by including a critical appraisal. The inclusion criteria used were research journals published in the last ten years 2009-2019, articles in Indonesian and English with free-text and full-text search results and articles discussing cancer patients with oral mucositis. The study discussed the effect of oral cryotherapy on oral mucositis in cancer patients. The exclusion criteria were systematic review articles, literature reviews, and articles with a sample size of ≤ 20 respondents. Results: Based on six articles, it was concluded that oral cryotherapy is effective in reducing the severity of oral mucositis, reducing its incidence, alleviating pain, and providing comfort in the oral cavity. Suggestion: Oral cryotherapy intervention can be applied consistently in a hospital and evaluated regularly. Kanker merupakan salah satu penyakit kronis yang mematikan di dunia. Kemoterapi seringkali menjadi pilihan utama dalam pengobatan kanker. Kemoterapi memiliki efek samping, salah satunya adalah mukositis oral. Oral cryotherapy memiliki kontribusi signifikan terhadap perlindungan kesehatan mulut guna untuk mencegah mukositis. Studi ini bertujuan untuk menganalisis efek oral cryotherapy terhadap mukositis oral pada pasien kanker. Penelitian ini menggunakan metode kajian literatur dengan mencantumkan critical appraisal. Kriteria inklusi yang digunakan adalah jurnal penelitian yang dipublikasikan dalam sepuluh tahun terakhir (2009–2019), artikel dalam bahasa Indonesia dan bahasa Inggris dengan hasil pencarian free-text dan full-text, serta artikel yang membahas pasien kanker dengan mukositis oral. Studi yang dibahas adalah tentang efek oral cryotherapy terhadap mukositis oral pada pasien kanker. Kriteria eksklusi yang digunakan adalah artikel systematic review dan literature review. Berdasarkan enam artikel, disimpulkan bahwa efek oral cryotherapy terhadap mukositis oral pada pasien kanker dapat mengurangi keparahan mukositis, mengurangi insiden mukositis oral, mengurangi rasa nyeri dan memberikan rasa nyaman pada rongga mulut. Saran: Intervensi oral cryotherapy dapat diterapkan di rumah sakit secara konsisten dan dievaluasi secara berkala.

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