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All Journal CARADDE: Jurnal Pengabdian Kepada Masyarakat SULTANIST: Jurnal Manajemen dan Keuangan Jurnal Ekonomi Manajemen Sistem Informasi Jurnal EK dan BI Economics and Digital Business Review JURNAL ILMIAH GLOBAL EDUCATION CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Innovative: Journal Of Social Science Research Jurnal Manajemen Riset Inovasi Majority Science Journal Manajemen : Jurnal Ekonomi
Simarmata, Hengki Mangiring Parulian
Program Studi Manajemen Perkantoran, Politeknik Bisnis Indonesia Murni Sadar Pematangsiantar Jl. Sriwijaya N0. 9 C-E Pematangsiantar, Sumatera Utara, 211
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Analisis Costumer Satisfaction dalam Layanan Online Food Delivery: Peran Product Involvement, Brand Familiarity, dan Consumer Attitudes pada Pengguna Grab Food dan Shopee Food di Kota Medan Kelvin, Kelvin; Simanjuntak, Demak Claudia Yosephine; Angelica, Angelica; Simarmata, Hengki Mangiring Parulian
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 2 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (November-Desember 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i2.6805

Abstract

Tujuan penelitian ini adalah untuk menganalisis customer satisfaction dalam layanan online food delivery: peran product involvement, brand familiarity, dan consumer attitudes pada pengguna grab food dan shopee food di kota medan. Metode yang digunakan pada penelitian ini adalah metode deskriptif kuantitatif. Populasi penelitian seluruh konsumen Shopee Food fan Grab Food di Kota Medan. Untuk sampel penelitian ini sebanyak 120 responden yang diambil menggunakan teknik penelitian random sampling. Data dianalisis menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan  product involvement dan brand familiarity berpengaruh positif dan signifikan terhadap customer satisfaction. Product involvement dan brand familiarity berpengaruh positif dan signifikan terhadap consumer attitudes. Consumer attitudes berpengaruh positif dan signifikan terhadap customer satisfaction. Sehingga consumer attitudes dapat memediasi product involvement dan brand familiarity terhadap customer satisfaction.
Controversy as Marketing Strategy: Indonesian Celebrities Promoting Skincare through Public Image Polarization Damanik, Elfina Okto Posmaida; Sinaga, Mahaitin H; Tampubolon, Jusra; Simarmata, Hengki Mangiring Parulian
Manajemen: Jurnal Ekonomi Vol. 7 No. 1 (2025): Manajemen : Jurnal Ekonomi
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/jnwh0a11

Abstract

This study aims to determine the impact of controversial figures in marketing strategies in the skincare industry. The research focuses on three public figures: Nikita Mirzani, Dr. Richard Lee, and “Dokter Detektif." This study uses a qualitative study approach to explore the polarization of public image and the role of celebrities in influencing consumer perceptions, brand trust, and purchase intent. Data was collected through social media content analysis, online media documentation, and a literature review of previous studies. The findings reveal three core themes: (1) controversial personal branding attracts engagement and emotional resonance, (2) buzz marketing tactics trigger virality through peripheral cues rather than rational persuasion, and (3) consumer ambivalence emerges between entertainment value and brand credibility. However, the use of controversy also poses long-term reputational risks for the associated brands. Although this study is limited to qualitative methods, it offers theoretical insights and practical recommendations for ethically managing influencer campaigns in culturally sensitive digital markets.
Digital Literacy and Local Wisdom for Women-Led MSMEs: Pathways to Sustainable Rural Tourism in Lake Toba Togatorop, Firinta; Saragih, Doris Yolanda; Simarmata, Hengki Mangiring Parulian
Manajemen: Jurnal Ekonomi Vol. 7 No. 3 (2025): Manajemen : Jurnal Ekonomi
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/bk46b629

Abstract

Research on digital literacy in MSMEs has gained attention; however, its intersection with women’s entrepreneurship and cultural heritage in sustainable tourism remains underexplored. This study seeks to fill this gap by examining how digital literacy and local wisdom jointly influence the sustainability of women-led MSMEs in Lake Toba, Indonesia, a UNESCO Global Geopark. A qualitative approach was applied through in-depth interviews with 50 women entrepreneurs engaged in culinary, handicraft, homestay, and creative sectors, along with officials from the Cooperative and the MSME Office of Samosir Regency. The data were analyzed using thematic coding to uncover patterns of opportunities, constraints, and resilience strategies. The study reveals that women entrepreneurs serve as both economic actors and cultural custodians yet face significant challenges, including low digital literacy, limited financing access, seasonal dependency, and domestic burdens. Despite these barriers, the findings highlight a novel synergy between digital literacy and local wisdom that fosters value creation, eco-friendly innovation, and cultural-based brand storytelling as pathways to sustainability. As this was a single-case qualitative study, the results were context-specific and may not be broadly generalizable. Theoretically, this study integrates digital literacy and cultural heritage into the MSME sustainability discourse. Practically, it provides policy recommendations and training models to promote women’s empowerment and sustainable rural tourism.
Dual - Value Dynamics in Street Coffee Consumption: The Mediating Role of Customer Engagement Between Perceived Price Fairness and Social Experience Toward Repurchase Intention Damanik, Elfina O.P; Purba, Johanes Wilfrid Pagihutan; Simarmata, Hengki Mangiring Parulian; Lie, Darwin; Toni, Nagian
Manajemen: Jurnal Ekonomi Vol. 7 No. 3 (2025): Manajemen : Jurnal Ekonomi
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/btmnam40

Abstract

This study examines how perceived price fairness and consumer social experience affect customer engagement and repurchase intention among street coffee consumers in Indonesia. Using a quantitative explanatory approach with Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 400 respondents, the research identifies a dual-value dynamic between economic fairness and social experience in shaping consumer loyalty. The findings show that price fairness does not significantly influence engagement but directly increases repurchase intention, indicating that transparent pricing builds rational trust and behavioral loyalty. In contrast, consumer social experience strongly enhances both engagement and repurchase intention, confirming that emotional connection and social belonging are the main drivers of repeat behavior. Customer engagement also significantly predicts repurchase intention and mediates the relationship between social experience and loyalty, while its mediating effect between price fairness and loyalty is insignificant. These results demonstrate that engagement functions as a psychological bridge between social interaction and behavioral commitment. The study contributes to understanding consumer loyalty in informal markets and suggests that entrepreneurs should combine fair pricing with interactive, community-based experiences to strengthen customer trust and long-term loyalty.
Enhancing Employee Performance through Motivation, Work Environment, and Training: Evidence from PT Medcomm Solution Gulo, Natanael; Purba, Purnama Yanti; Adelia, Adelia; Manik, Marieni; Simarmata, Hengki Mangiring Parulian
Economics and Digital Business Review Vol. 7 No. 1 (2026)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3743

Abstract

The goal of this study is to look into how work motivation, the work environment, and training affect how well employees do their jobs at PT Medcomm Solution. In service organizations, human resources are regarded as a strategic element affecting performance, with other internal organizational factors contributing. This study utilized a quantitative methodology with a causal associative research design. The sample encompassed all 60 employees, employing a census sampling methodology. The data were analyzed using multiple linear regression. The findings suggest that job motivation and training positively and significantly influence employee performance, however the work environment does not. These three independent factors have a substantial effect on employee performance at the same time, as shown by the F-value of 20.085 and the significance level of 0.000 (<0.05). The coefficient of determination value of 51.8% shows that the variables of work motivation, work environment, and training can explain differences in employee performance. The other 48.2% is due to factors not included in this research model, such as rewards, pay, work discipline, organizational culture, job satisfaction, work stress, and individual employee characteristics.
Co-Authors Adelia Adelia, Adelia Andy Wijaya Angelica, Angelica Ari Prabowo Damanik, Elfina O.P Darwin Lie Elfina Okto Posmaida Damanik Erbin Chandra Erwin Sirait, Erwin Fahri, Muhammad Imam Gulo, Natanael Kelvin Kelvin Koten, Romualdus Antonius Geli Manik, Marieni Panjaitan, R. Elfrida Pardede, Henry Dunan Purba, Johanes Wilfrid Pagihutan Purba, Purnama Yanti Saragih, Doris Yolanda Saragih, Roy Sahputra Saragih, Roy Sahputra Simanjuntak, Demak Claudia Yosephine Simarmata, Poltak Pardamean Sinaga, Mahaitin H Sipayung, Rosintan Sisca Sisca, Sisca Tampubolon, Jusra Togatorop, Firinta Toni, Nagian