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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Manajemen Bisnis Digital Terkini
Akhlan Naufan Asri
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Decision Sciences, Operations Research & Management Other

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Dampak Lingkungan Bisnis terhadap Keberlangsungan Usaha Dimsum di Kota Medan Ondo Apostel Purba; Gracia Octaviani Hutagalung; Dina Lestari; Akhlan Naufan Asri; Dionisius Sihombing; Fadli Agus Triansyah
Jurnal Manajemen Bisnis Digital Terkini Vol. 2 No. 4 (2025): Oktober : Jurnal Manajemen Bisnis Digital Terkini
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumbidter.v2i4.876

Abstract

This study examines the relationship between business environment dynamics and the sustainability of microenterprises in the culinary sector, focusing on a case study of dim sum businesses in Medan City. The business environment is conceptualized as a set of external factors, including competitive intensity, local economic conditions, regulations, shifts in consumer preferences, and the strategic role of business location. A qualitative approach was employed using a case study method, with data collected through semi-structured interviews and participant observation of operational activities. The findings indicate that high levels of competition, particularly from new entrants offering lower prices, directly influence the survival strategies of business owners. Adaptive adjustments were implemented through menu innovation, product quality maintenance, and strengthening relationships with loyal customers. Furthermore, the presence of educational institutions and socio-economic activities around business locations supports demand stability, especially from student segments. Strategic physical location enhances both visibility and accessibility but simultaneously intensifies competition. Conceptually, this study highlights that the sustainability of small-scale culinary enterprises is determined not only by internal management capacity but also by the ability to interpret, anticipate, and respond to external dynamics. Consequently, continuous adaptive strategies, product differentiation, and consumer network strengthening are essential prerequisites for culinary micro and small enterprises to maintain competitiveness in a highly competitive market.
Analisis Determinan Keputusan Pembelian Konsumen dalam Konteks Pemasaran Digital Akhlan Naufan Asri; Hannes Inmanuel Sinaga; Johan Paulo Negos S; Novita Yanti Sari Aritonang; Veri Sangap Tua Pasaribu; Hasyim
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Public
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.44789

Abstract

This study aims to analyze the determinants of consumer purchasing decisions in the context of digital marketing. The rapid development of digital technology has influenced changes in consumer behavior, particularly in accessing information and making purchasing decisions. This research uses a quantitative approach with an associative method, involving 101 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression techniques. The results show that digital marketing, consumer trust, information quality, and online promotion simultaneously have a significant effect on purchasing decisions. Partially, each variable also has a positive and significant effect. These findings indicate that effective digital marketing strategies, supported by consumer trust, high-quality information, and attractive promotional activities, can increase consumer purchasing decisions.
Co-Authors Dina Lestari Dionisius Sihombing Fadli Agus Triansyah Gracia Octaviani Hutagalung Hannes Inmanuel Sinaga Hasyim Johan Paulo Negos S Novita Yanti Sari Aritonang Ondo Apostel Purba Veri Sangap Tua Pasaribu