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All Journal Ekonis : Jurnal Ekonomi dan Bisnis ATRABIS: Jurnal Administrasi Bisnis (e-Journal)
Okta Viani Kristin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Social Media Analysis Of The Brand Image Of Bakso Gajah Bang Ucok Products At Tuasan Tempuling Medan Micha Siar Meiriza; Fikri Alfahmi Siregar; Okta Viani Kristin; Nabila Boru Lubis; Anggita Kinanti
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 10 No. 2 (2024): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Desember 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v10i2.2126

Abstract

This study examines the effect of social media use on the brand image of UMKM products with a case study of Bakso Goreng Gajah Bang Ucok in Medan. In the growing digital era, social media has significantly changed the marketing landscape for UMKM businesses. This research method uses a descriptive qualitative approach through observation data collection, direct interviews with business owners, and documentation of the business. The results showed that social media, especially TikTok as the main marketing media, has a significant positive impact on business development. The use of content strategies that trigger emotional responses, personalized approaches and soft selling, as well as active interaction with customers has proven effective in increasing sales. The effective implementation of the strategy had a positive impact, not only on increasing sales figures in the company's operational areas, but also attracted the attention of mainstream media and influential content creators. Despite facing several obstacles such as poor content assessment and feedback, this study proves that proper and sustainable social media management is the key to achieving business success and growth for UMKMs in today's digital age.
PENGARUH GRATIS ONGKIR E-COMMERCE SHOPEE TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA PRODI MANAJEMEN UNIMED Rey Septanislaus Togatorop; Okta Viani Kristin; Serly Sahfitri; Rahel Marito Tambunan; Rachel Stephanie Jovanca Nababan; Nurul Wardani Lubis
Ekonis: Jurnal Ekonomi dan Bisnis Vol 28, No 1 (2026): JURNAL EKONOMI DAN BISNIS (EKONIS)
Publisher : Politeknik Negeri Lhokseumawe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30811/ekonis.v28i1.8995

Abstract

This study looks at how Shopee’s free-shipping program influences the buying choices of management students at UNIMED. The research uses a quantitative approach with simple linear regression. One hundred active students who also use Shopee took part in the study, and the data was analyzed using simple linear regression. The results show that the free-shipping feature has a strong positive effect, with a regression coefficient of 0.707 and a contribution of 66.8% to purchasing decisions. This means that the more frequently free-shipping deals are offered, the more likely students are to buy. The program helps lower transaction costs, build customer loyalty, and make buying decisions faster. The findings highlight the importance of using free-shipping promotions as a marketing strategy to attract and keep young consumers..Keywords: Free Shipping, Purchase Decision, E-Commerce, Shopee.
Co-Authors Anggita Kinanti Fikri Alfahmi Siregar Micha Siar Meiriza Nabila Boru Lubis Nurul Wardani Lubis Rachel Stephanie Jovanca Nababan Rahel Marito Tambunan Rey Septanislaus Togatorop Serly Sahfitri