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All Journal Journal of Artificial Intelligence and Digital Business Proceeding International Conference on Islamic Economics Community Services
Asrina, Rizka
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Other

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Optimization of Purchase Decisions for Vario Motorcycles through Product Quality Improvement and Safety Perception Pasaribusi, Sri Pujiyama; Asrina, Rizka; Rokan, Mustafa Khamal; Arsyadona, Arsyadona
Proceeding International Conference on Islamic Economics Community Services (ICIECS) Vol 1 (2023): Proceeding International Conference on Islamic Economics Community Services
Publisher : Universitas Islam Negeri Sumatera Utara

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Abstract

In the increasingly competitive automotive industry, motorcycle companies are required not only to deliver high-quality products but also to ensure that their products have distinct advantages over competitors. This study aims to analyze the influence of product quality and safety perception on the purchase decisions of Honda Vario motorcycles among students of the State Islamic University of North Sumatra (UINSU) and the surrounding community. The research method used is a participatory approach, with the study population consisting of UINSU students who are currently using or have used Honda Vario motorcycles. Data were collected through purposive sampling, involving 30 respondents. The results of the study indicate that product quality has a significant impact on purchase decisions, while safety perception does not show a significant influence. These findings underscore the importance of innovation and quality control in enhancing product competitiveness. Furthermore, transparency in addressing safety issues and providing optimal after-sales service were also identified as crucial factors in maintaining consumer trust. A comprehensive and integrated marketing strategy is recommended to enhance consumer loyalty and support the growth of Honda Vario sales.
Analisis Penerapan Digital Marketing Pada Koperasi dan UMKM Untuk Meningkatkan Daya Saing Global Ayu, Asrika Winana Farida; Harahap, Bahzatun Nur; Asrina, Rizka
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4665

Abstract

Perkembangan teknologi digital telah membawa perubahan yang signifikan terhadap pola bisnis dan strategi pemasaran di berbagai sektor ekonomi, termasuk koperasi dan usaha mikro, kecil, dan menengah (UMKM). Di era globalisasi dan persaingan pasar yang semakin ketat, kemampuan pelaku usaha dalam memanfaatkan teknologi digital menjadi faktor penting dalam meningkatkan daya saing. Penelitian ini bertujuan untuk menganalisis peran dan penerapan digital marketing dalam meningkatkan daya saing koperasi dan UMKM, serta mengidentifikasi peluang dan tantangan yang dihadapi dalam proses transformasi digital. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan jenis studi kepustakaan (library research), yaitu dengan menelaah berbagai teori, hasil penelitian terdahulu, dan publikasi ilmiah yang relevan dengan digital marketing dan pengembangan koperasi serta UMKM. Hasil kajian menunjukkan bahwa penerapan digital marketing memiliki kontribusi yang signifikan dalam memperluas jangkauan pasar, meningkatkan efisiensi promosi, serta memperkuat citra dan daya tarik merek di tingkat nasional maupun global. Strategi digital berbasis data, seperti pemanfaatan media sosial, marketplace, dan website, memungkinkan pelaku usaha untuk memahami perilaku konsumen, membangun komunikasi dua arah, serta menyesuaikan strategi pemasaran secara real time. Namun demikian, implementasi digital marketing masih menghadapi berbagai tantangan, antara lain rendahnya tingkat literasi digital, keterbatasan sumber daya manusia, serta belum meratanya infrastruktur teknologi. Oleh karena itu, diperlukan kolaborasi yang sinergis antara pemerintah, lembaga pendidikan, dan sektor swasta guna mendukung penguatan kapasitas digital koperasi dan UMKM secara berkelanjutan. Penelitian ini menegaskan bahwa digital marketing bukan sekadar tren, melainkan strategi utama dalam membangun daya saing koperasi dan UMKM Indonesia di pasar global.
Co-Authors Arsyadona, Arsyadona Ayu, Asrika Winana Farida Harahap, Bahzatun Nur Pasaribusi, Sri Pujiyama Rokan, Mustafa Khamal