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Ummi Salamah Sitorus
Universitas Islam Negeri Sumatera Utara
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PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Pada Mahasiswa S1 FISIP Universitas Sumatera Utara) Tito, Suardi Altaka Raka Zapata; Purba, Audyta Ramadhani; Munthe, Joyce Alicia; Nasution, Abdul Aziz; Sitanggang, Lidia Katarina; Siregar, Onan Marakali; Sitorus, Ummi Salamah
Jurnal Warta Dharmawangsa Vol 19, No 1 (2025)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v19i1.5843

Abstract

Jomo Vs Fomo: Pergeseran Mindset Konsumen Dalam Menyikapi Tren Labubu Di Kota Medan Manurung, Monika Amelia; Nurbaiti, Nurbaiti; Mariyandani, Ribbi Putri; Kuswara, Satria Wicaksana; Siregar, Onan Marakali; Sitorus, Ummi Salamah
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 1 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i1.3177

Abstract

Fenomena FOMO (Fear of Missing Out) dan JOMO (Joy of Missing Out) semakin relevan dalam memahami pola konsumsi masyarakat urban di era digital, khususnya ketika menanggapi tren populer seperti Labubu.Penelitian ini bertujuan untuk menganalisis bagaimana kedua fenomena psikologis tersebut membentuk consumer mindset masyarakat Kota Medan dalam menyikapi tren konsumsi digital.Menggunakan metode penelitian kuantitatif dengan pendekatan deskriptif, data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM-PLS untuk mengevaluasi hubungan antar konstruk.Penelitian ini memberikan pemahaman mengenai dinamika psikologis dan sosial yang memengaruhi pola pikir konsumen, serta menyoroti bagaimana dorongan untuk mengikuti tren maupun kecenderungan menikmati ketidakterlibatan berkontribusi pada perubahan perilaku konsumsi.Temuan ini diharapkan dapat memperkaya kajian mengenai perilaku konsumen urban di era digital dan menjadi dasar bagi penelitian lanjutan terkait pola konsumsi berbasis tren
The influence of Brand Image and Electronic Word of Mouth (e-wom) on the Purchase Decision of Mykonos Local Perfume Products in Medan Yeyen Ayuka; Cathy Iramoti Sinaga; Agnes Rut Stephani Lumbantobing; Gita Purba; Sophie Valentine; Onan Marakali Siregar; Ummi Salamah Sitorus
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5599

Abstract

Penelitian ini bertujuan untuk mengetahui peran Online Customer Review dan Online Customer Rating terhadap Purchase Decision produk parfum Aoera pada e-commerce Shopee di Kota Medan. Jenis penelitian ini adalah kuantitatif asosiatif kausal, dengan jumlah sampel sebanyak 100 responden yang pernah membeli parfum Aoera di Shopee. Pengumpulan data dilakukan melalui penyebaran kuesioner online menggunakan skala Likert 1–5. Analisis data dilakukan menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Online Customer Review tidak berpengaruh signifikan terhadap Purchase Decision, dengan nilai P value sebesar 0,079 > 0,05. Sementara itu, Online Customer Rating berpengaruh signifikan terhadap Purchase Decision, dengan nilai P value sebesar 0,000 < 0,05 dan koefisien jalur sebesar 0,515. Nilai R-square sebesar 0,460 menunjukkan bahwa Online Customer Review dan Online Customer Rating secara simultan memberikan kontribusi sebesar 44,8% terhadap Purchase Decision, sedangkan sisanya 55,2% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil ini mengindikasikan bahwa penilaian konsumen (rating) memiliki peran lebih dominan dibandingkan ulasan (review) dalam membentuk keputusan pembelian parfum Aoera di e-commerce Shopee Kota Medan.
Peran Online Customer Review dan Online Customer Rating Terhadap Purchase Decision Produk Parfum Aoera pada E-Commerce Shopee di Kota Medan Salma Gustina Putri; Mhd Alvin; V Evlyn P. Surbakti; Yosafhat Glenniel C. Sinaga; Laila Sari; Onan Marakali Siregar; Ummi Salamah Sitorus
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5616

Abstract

Penelitian ini bertujuan untuk mengetahui peran Online Customer Review dan Online Customer Rating terhadap Purchase Decision produk parfum Aoera pada e-commerce Shopee di Kota Medan. Jenis penelitian ini adalah kuantitatif asosiatif kausal, dengan jumlah sampel sebanyak 100 responden yang pernah membeli parfum Aoera di Shopee. Pengumpulan data dilakukan melalui penyebaran kuesioner online menggunakan skala Likert 1–5. Analisis data dilakukan menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Online Customer Review tidak berpengaruh signifikan terhadap Purchase Decision, dengan nilai P value sebesar 0,079 > 0,05. Sementara itu, Online Customer Rating berpengaruh signifikan terhadap Purchase Decision, dengan nilai P value sebesar 0,000 < 0,05 dan koefisien jalur sebesar 0,515. Nilai R-square sebesar 0,460 menunjukkan bahwa Online Customer Review dan Online Customer Rating secara simultan memberikan kontribusi sebesar 44,8% terhadap Purchase Decision, sedangkan sisanya 55,2% dipengaruhi oleh faktor lain di luar penelitian ini. Hasil ini mengindikasikan bahwa penilaian konsumen (rating) memiliki peran lebih dominan dibandingkan ulasan (review) dalam membentuk keputusan pembelian parfum Aoera di e-commerce Shopee Kota Medan.
Pengaruh Environmental Knowledge dan Green Marketing Terhadap Green Consumer Behavior Pada Konsumen Fore di Kota Medan Setiawan, Setiawan; Ester Cahyani Sianturi; Fatimah Zahra Tambunan; Olan Harafi Tampubolon; Onan Marakali Siregar; Ummi Salamah Sitorus
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 2 (2026): Mei : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i2.6160

Abstract

This study was conducted to explore the impact of Environmental Knowledge and Green Marketing on Green Consumer Behavior Fore coffee in the city of Medan. The methodology used was a quantitative approach with an associative research type. There were 100 respondents who became the research sample selected using purposive sampling. Data collection was carried out by distributing questionnaires online, and the data was then analyzed using SmartPLS to test the validity, reliability, and interaction between variables in the structural model. The results showed that the research instruments met the standards of validity and reliability. The main finding showed that Environmental Knowledge did not have a significant effect on Green Consumer Behavior, which means that consumers' environmental knowledge has not been able to encourage green consumption behavior in a tangible way. Conversely, Green Marketing has been proven to have a positive and significant effect on Green Consumer Behavior. This explains that green marketing strategies implemented by companies, such as environmentally friendly promotions, eco-labeling, and sustainability messages, are powerful factors that influence consumers' green consumption behavior. This study confirms that green marketing efforts play a greater role in shaping environmentally friendly consumer behavior than consumers' level of environmental knowledge. These findings have important implications for companies in designing more effective and sustainability-oriented marketing strategies.
Green is More Than a Trend: Peran Sustainable Marketing dan Environmental Concern terhadap Green Consumer Behavior pada Generasi Z (Studi pada Mahasiswa S1 FISIP Universitas Sumatera Utara) Stefanie Stefanie; Tiara Rahmadani Siregar; Rostin Berlina Zega; Subha Sindhu; Rafi Abrar; Onan Marakali Siregar; Ummi Salamah Sitorus
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.9448

Abstract

Penelitian ini bertujuan menganalisis pengaruh sustainable marketing dan environmental concern terhadap green consumer behaviour pada Generasi Z, khususnya mahasiswa program Sarjana Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara. Isu lingkungan yang semakin mendesak mendorong perusahaan dan konsumen untuk memperhatikan praktik konsumsi yang lebih bertanggung jawab. Namun, kepedulian lingkungan tidak selalu berubah menjadi perilaku nyata, sehingga diperlukan kajian mengenai faktor pemasaran dan faktor psikologis yang membentuk perilaku konsumen hijau. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Sampel penelitian berjumlah 100 responden yang dipilih melalui teknik purposive sampling berdasarkan kriteria mahasiswa aktif, termasuk Generasi Z, serta mengetahui atau pernah menggunakan produk ramah lingkungan. Data dikumpulkan menggunakan kuesioner berskala Likert lima poin dan dianalisis melalui Structural Equation Modeling berbasis Partial Least Square dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa sustainable marketing berpengaruh positif dan signifikan terhadap green consumer behaviour dengan koefisien sebesar 0,594, nilai t-statistics 7,748, dan p-value 0,000. Sebaliknya, environmental concern berpengaruh positif tetapi tidak signifikan dengan koefisien sebesar 0,134, nilai t-statistics 1,483, dan p-value 0,138. Nilai R-square sebesar 0,474 menunjukkan bahwa kedua variabel independen mampu menjelaskan green consumer behaviour sebesar 47,4%, sedangkan 52,6% dipengaruhi faktor lain. Temuan ini menegaskan bahwa strategi pemasaran berkelanjutan lebih efektif mendorong perilaku konsumsi ramah lingkungan dibandingkan kepedulian lingkungan semata, terutama pada mahasiswa Generasi Z yang responsif terhadap pesan digital dan citra keberlanjutan perusahaan. Implikasi penelitian ini mengarah pada pentingnya komunikasi pemasaran yang konsisten, transparan, dan mudah dipahami agar nilai keberlanjutan dapat diterima sebagai pertimbangan praktis dalam keputusan konsumsi sehari-hari mahasiswa muda.
Dari Keaslian Merek Ke Loyalitas Merek: Peran Mediasi Emotional Attachment Pada Pengguna FOOM (Studi pada Mahasiswa S1 FISIP Universitas Sumatera Utara) Maria Angela Sijabat; Amelia Gabriel Simangunsong; Anggreana Ongga; Daniel Fritz Weber Sinaga; Meli Oktaviani Tafonao; Onan Marakali Siregar; Ummi Salamah Sitorus
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4890

Abstract

The growth of the electric cigarette (vape) industry in Indonesia has transformed vape from merely an alternative smoking product into part of a modern lifestyle, especially among young consumers. In an increasingly competitive market, brand loyalty is no longer formed solely through functional product value, but also through emotional relationships between consumers and brands. This study aims to analyze the effect of brand authenticity on emotional attachment and brand loyalty, as well as to examine the mediating role of emotional attachment in the relationship between brand authenticity and brand loyalty among FOOM users at the Faculty of Social and Political Sciences, Universitas Sumatera Utara. This study employed a quantitative associative approach involving 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using SEM-PLS with SmartPLS software. The findings indicate that brand authenticity has a positive and significant effect on emotional attachment (H1 accepted). Emotional attachment also has a strong positive effect on brand loyalty (H2 accepted). However, the direct effect of brand authenticity on brand loyalty was not significant (H3 rejected, p = 0.129 > 0.05), indicating full mediation by emotional attachment (H4 accepted). The R² value of brand loyalty was 0.833, indicating that brand authenticity and emotional attachment explain 83.3% of the variance in brand loyalty. These findings suggest that brand loyalty among FOOM users is not formed directly through perceptions of brand authenticity, but through the development of strong emotional attachment toward the brand.
Pengaruh Perceived Value Dan Customer Satisfaction Terhadap Purchase Intention Spotify Premium Pada Mahasiswa FISIP USU Elisabeth Simanjuntak; Nabil Fikri Hutagalung; Shabila Indra Putri; Adestia Salwa Rambe; M. Radithsyah Hanafi; Onan Marakali Siregar; Ummi Salamah Sitorus
Indonesian Journal of Multidisciplinary on Social and Technology Vol. 4 No. 2 (2026): Maret - Juni
Publisher : PT Ilmu Data Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijmst.v4i2.9546

Abstract

Penelitian ini bertujuan untuk menyelidiki pengaruh kepuasan pelanggan (customer satisfaction) dan nilai yang dirasakan (perceived value) terhadap niat pembelian premium dengan studi kasus pada mahasiswa S1 FISIP Universitas Sumatera Utara. Pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan asosiatif. Teknik sampling yang diterapkan adalah purposive sampling, melibatkan 103 responden. Responden penelitian terdiri dari konsumen digital native yang mayoritas berusia 19–20 tahun dan merupakan pengguna aktif platform Spotify. Data primer dikumpulkan melalui kuesioner daring yang disebarkan menggunakan Google Form. Teknik analisis data menggunakan Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap niat pembelian Spotify Premium. Sebaliknya, nilai yang dirasakan tidak memiliki pengaruh signifikan terhadap niat pembelian premium.
Dari Scroll to Checkout: Live Streaming, FOMO, dan Impulse Buying Mahasiswa FISIP Universitas Sumatera Utara di TikTok Shop Annisa Putri Arneliani; Christian Frizy Haloho; Feby Emanuela Karo Karo; Jorenta Ginting; Renata Florenika Br Sembiring; Onan Marakali Siregar; Ummi Salamah Sitorus
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 2 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i2.886

Abstract

This study analyzes the influence of live streaming and Fear of Missing Out (FOMO) on impulsive purchases among students of the Faculty of Social and Political Sciences (FISIP) at the University of North Sumatra who are TikTok Shop users. The development of social commerce through TikTok Shop has driven changes in consumer behavior, especially among students, in making spontaneous purchases due to digital interactions and emotional impulses. This study is quantitative with an associative causality design. The population includes active FISIP students from the 2022–2025 intake who use TikTok Shop, with a sample of 100 respondents selected through purposive sampling. Data were collected through an online questionnaire based on a 5-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results showed that FOMO had a positive and significant influence on impulsive purchases (t-statistic = 9.570; p < 0.001), as did live streaming (t-statistic = 2.927; p < 0.003). The higher the FOMO and engagement in live streaming, the greater the tendency to make impulse purchases. This research contributes to the study of digital consumer behavior, specifically social commerce and impulse buying among college students. The findings suggest that students' impulse purchases on TikTok Shop are influenced not only by the interactive features of live streaming but also by psychological pressures such as the fear of missing out on opportunities, trends, or limited promotions.
Dramaturgi Penjualan: Pengelolaan Kesan dan Presentasi Diri dalam Praktik Pemasaran Langsung di Era Modern UMMI SALAMAH SITORUS
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

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

Abstract

This article examines the application of Erving Goffman’s dramaturgy theory in the context of direct marketing in the modern era. The dramaturgical approach, which views social interaction as a theatrical performance, provides a relevant analytical framework for understanding how sales agents manage impressions and present themselves to consumers. Through a systematic literature review and survey data analysis involving 200 direct marketing agents in Indonesia, the study found that structured dramaturgical strategies, including the management of physical appearance, personal narratives, emotional control, role flexibility, and setting mastery, significantly enhance sales effectiveness compared to conventional approaches. The dimension of emotional expression management demonstrated the highest level of effectiveness (81%), followed by setting mastery (78%) and physical appearance (72%). These findings confirm that the success of direct marketing depends not only on product quality but also on the agent’s ability to “perform roles” authentically and adaptively. The theoretical and practical implications of this study are discussed within the framework of relational marketing in the digital era.
Co-Authors Abda Abda Adestia Salwa Rambe Agnes Rut Stephani Lumbantobing Amelia Gabriel Simangunsong Anggreana Ongga Anindya Windi Annisa Putri Arneliani Aulia Rahma Bagus Aliturahman Benedict Gora Utala Cathy Iramoti Sinaga Christian Frizy Haloho Daniel Fritz Weber Sinaga Dwi Vanka Indah Sari Elisabeth Simanjuntak Ester Cahyani Sianturi Ewita Flora br Karo Fatimah Zahra Tambunan Feby Emanuela Karo Karo Geby Sarah Br Simamora Gita Purba Ikbar Panjaitan Ikhsan Ramdhani Irene Agatha Sinaga Jorenta Ginting Kesya Powi Renata Kuswara, Satria Wicaksana Laila Sari M. Radithsyah Hanafi Manurung, Monika Amelia Maria Angela Sijabat Maria Theresa Mariyandani, Ribbi Putri Meli Oktaviani Tafonao Mhd Alvin Munthe, Joyce Alicia Mutiara Humairoh Nabil Fikri Hutagalung Nasution, Abdul Aziz Nea Arina Nico Anugrah Ginting Nindia Rizkyna Mardatila Nurbaiti Nurbaiti Olan Harafi Tampubolon Onan Marakali Siregar Onan Marakali Siregar Purba, Audyta Ramadhani Qiara Febriani Rafi Abrar Renata Florenika Br Sembiring Riffky Tabana Ginting Rostin Berlina Zega Salma Gustina Putri Setiawan Setiawan Shabila Indra Putri Sheila Azahra Hasibuan Silvia Khairina Siregar Siregar, Onan Marakali Sitanggang, Lidia Katarina Sophie Valentine Stefanie Stefanie Subha Sindhu Sulha Khairunnisa Sylvia Syahwa Tiara Rahmadani Siregar Tito, Suardi Altaka Raka Zapata V Evlyn P. Surbakti Yeyen Ayuka Yosafhat Glenniel C. Sinaga