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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Manajemen Bisnis Era Digital
Veri Sangap Tua Pasaribu
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Economics, Econometrics & Finance Other

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Penerapan Digital Marketing pada Era Digital melalui Media Sosial di UMKM Yuk Ngopi Coffee Kota Medan Veri Sangap Tua Pasaribu; Rouli Elisabet Naibaho; Ega Grace Nichol Sitindaon; Lisa Dwi Cahaya Nayu; Fadli Agus Triansyah
Jurnal Manajemen Bisnis Era Digital Vol. 2 No. 4 (2025): November : Jurnal Manajemen Bisnis Era Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumabedi.v2i4.878

Abstract

This study aims to analyze the application of digital marketing through social media at Yuk Ngopi Coffee UMKM in Medan City in facing competition in the digital era. The research method uses a qualitative approach with data collection techniques through in-depth interviews, observation, and documentation studies. The results show that the use of digital platforms, particularly Instagram and TikTok, contributes significantly to increasing brand awareness, consumer engagement, and market expansion. Content strategies that emphasize visual aesthetics, interaction with consumers, and affordable prices are key factors in attracting customers. In addition, the integration of offline experiences in the form of a café atmosphere with online promotions has succeeded in strengthening the brand image. However, the study also found several challenges, including limited human resources, marketing budgets, and the rapidly changing dynamics of social media algorithms. Theoretically, these findings reinforce the relevance of the Integrated Marketing Communication (IMC) model, Customer Relationship Management (CRM), and the concept of Perceived Value in the context of UMKM. This research provides practical implications for businesses to optimize social media as a strategic marketing tool, while balancing digital innovation and real-world consumer experiences.
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 Akhlan Naufan Asri Ega Grace Nichol Sitindaon Fadli Agus Triansyah Hannes Inmanuel Sinaga Hasyim Johan Paulo Negos S Lisa Dwi Cahaya Nayu Novita Yanti Sari Aritonang Rouli Elisabet Naibaho