Garuda - Garba Rujukan Digital

Strategic integration of human resource management and marketing in the digital business era: A systematic literature review Hadi Suriono; Surya Bakti
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.589

This study explores the convergence of human resource management (HRM) and marketing within the context of digital transformation by employing a systematic literature review (SLR) approach to synthesize findings from 57 high-quality peer-reviewed articles published between 2010 and 2023. This review identifies key frameworks and technological enablers, such as digital readiness, CRM systems, AI, and cloud-based platforms that facilitate strategic alignment between HRM and marketing. Four major thematic areas have emerged: digital transformation frameworks, mediating roles of technology, integration benefits and challenges, and strategic recommendations. The results reveal that organizations integrating HRM and digital marketing are more likely to achieve enhanced organizational agility, customer satisfaction, and employee engagement. However, challenges such as cultural resistance, skill gaps, and data governance issues remain. This study contributes to the existing body of knowledge by offering a conceptual map of HRM marketing integration and presenting actionable insights for both scholars and practitioners in digital business transformation. Recommendations include fostering a digital-first culture, investing in continuous employee development, and deploying integrated digital infrastructure. Future research directions are proposed to empirically validate the reviewed frameworks and examine long-term integration outcomes.

Pengaruh Influencer Marketing, Online Customer Review dan Online Customer Rating terhadap Minat Beli Produk Skincare di Shopee pada Generasi Z di Kecamatan Kisaran Timur Kabupaten Asahan Della Ayu Yolanda; Surya Bakti
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 3 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i3.1540

The rapid growth of e-commerce has significantly changed consumer purchasing behavior, particularly among Generation Z. One of the most popular platforms in Indonesia is Shopee, where skincare products are widely purchased. This study aims to analyze the influence of Influencer Marketing, Online Customer Reviews, and Online Customer Ratings on Purchase Intention of skincare products on Shopee among Generation Z in Kisaran Timur District, Asahan Regency. This research employs a quantitative approach with an associative research method. The sample consisted of 96 respondents selected using accidental sampling technique. Data were collected through questionnaires using a Likert scale. The data were processed using SPSS version 25 and analyzed using multiple linear regression analysis. The results show that Influencer Marketing, Online Customer Reviews, and Online Customer Ratings simultaneously and partially have a significant positive effect on purchase intention. Influencer Marketing is the most dominant variable influencing consumer decisions. The coefficient of determination indicates that these three variables explain a substantial proportion of variation in purchase intention, while the remaining influence is determined by other factors outside this study. In conclusion, social media-based marketing strategies and user-generated content play an important role in shaping consumer buying interest in the digital marketplace among Generation Z.

A strategic model to enhance the competitiveness of halal MSMEs through halal certification, digital marketing, and creative branding Surya Bakti; Tengku Syarifah; Nurul Hikmatul Alawiyah; M. Sandi Syahputa; Dea Mutia; Sariani Sariani
Journal of Economics and Business Letters Vol. 5 No. 6 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v5i6.1600

This community service program was conducted to enhance the competitiveness of halal MSMEs in Binjai Baru Village, Datuk Tanah Datar District, Batu Bara Regency, North Sumatera Province, Indonesia, through three key interventions: halal certification awareness, digital marketing training, and creative branding workshops. The primary issues faced by MSMEs in this area include a limited understanding of halal certification procedures, low utilization of digital platforms for promotion, and weak brand identity, which affects product attractiveness. The program’s implementation method consisted of preparation, execution, and evaluation stages involving field observation, awareness sessions, hands-on digital marketing practice, and branding assistance. The results indicate a significant improvement in the participants’ understanding of the benefits of halal certification, their ability to use social media for product promotion, and their initial skills in designing brand identities and product packaging. The participants demonstrated high enthusiasm and were able to gradually apply the materials provided. Overall, this program successfully strengthened the legal, digital marketing, and branding capacities of local MSMEs, forming a solid foundation for enhancing sustainable competitiveness in the halal industry.

THE EFFECT OF TRANSFORMATIONAL LEADERSHIP, MOTIVATION, AND COMMITMENT ON EMPLOYEE PERFORMANCE AT PT JASA ANGKASA SEMESTA TBK, MEDAN Sariani; Surya Bakti
International Journal Management and Economic Vol. 5 No. 1 (2026): January: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i1.2509

This study examines the effect of transformational leadership, work motivation, and organizational commitment on employee performance at PT Jasa Angkasa Semesta Tbk, Medan. Using a quantitative explanatory approach, data were collected from 60 employees through a structured questionnaire and analyzed using multiple linear regression with SPSS. The results indicate that transformational leadership, motivation, and organizational commitment each have a positive and significant effect on employee performance. Partial testing shows that commitment is the most dominant factor influencing performance, followed by transformational leadership and motivation. Simultaneously, the three independent variables significantly explain employee performance, with a coefficient of determination of 73 percent. These findings highlight the importance of effective leadership practices, motivational strategies, and commitment-building efforts in enhancing employee performance, particularly in aviation support service organizations characterized by high operational demands. This study contributes to human resource management literature and provides practical implications for managers in improving organizational performance through strategic people management

PENGARUH GAYA HIDUP, SOSIAL MEDIA MARKETING DAN TREND FASHION TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI RSM STORE KISARAN Putri Angraini; Surya Bakti
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6251

Abstract: his study aims to determine whether Lifestyle, Social Media Marketing and Fashion Trends have a significant influence on Fashion Product Purchase Decisions at the RSM Store Kisaran. This study used 96 respondents as a sample, with the provision that they were residents of Kisaran City, Asahan Regency. This study used a multiple linear regression analysis method that produced the equation Y = 2.324 + 0.525X_1 + 0.224X_2 + 0.368X_3. The calculated t value (5.948) > t_table (1.985) with a significance value (0.00 < 0.05), thus it can be interpreted that Lifestyle (X1) has a partial positive effect on the Purchase Decision of fashion products at RSM Store Kisaran (Y), therefore H_1 is accepted while H_0 is rejected. The calculated t value (2.539) > t_table (1.985) with a significance value (0.01 < 0.05), thus it can be interpreted that Social Media Marketing (X2) has a partial effect on the Purchase Decision of fashion products at RSM Store Kisaran (Y), therefore H_1 is accepted while H_0 is rejected. The calculated t_value (6.246) > t_table (1.985) with a significance value (0.00 < 0.05), it can be interpreted that partially Fashion Trends (X3) influence the Purchase Decision of fashion products at RSM Store Kisaran (Y), so H_1 is accepted while H_0 is rejected. The results of the simultaneous test (F-Test) explain that the calculated F_value (62.129> F_table value (2.70) with a significance (0.00 < 0.05) means that simultaneously Lifestyle (X1), Social Media Marketing (X2), Fashion Trends (X3), have a positive effect on Purchase Decisions (Y) so H_2 is accepted while H_0 is rejected. The independent variable that has a dominant influence on Purchase Decisions of fashion products at RSM Store Kisaran (Y) is Fashion Trends (X3) with a calculated t_value (6.246) which shows the largest value of the other variables. Keywords: Lifestyle, Social Media Marketing and Fashion Trends, Purchase Decisions. Abstrak: Penelitian ini bertujuan untuk mengetahui apakah Gaya Hidup, Pemasaran Media Sosial, dan Tren Mode berpengaruh signifikan terhadap Keputusan Pembelian Produk Mode di Toko RSM Kisaran. Penelitian ini menggunakan 96 responden sebagai sampel, dengan ketentuan bahwa mereka adalah penduduk Kota Kisaran, Kabupaten Asahan. Penelitian ini menggunakan metode analisis regresi linier berganda yang menghasilkan persamaan Y = 2,324 + 0,525X_1 + 0,224X_2 + 0,368X_3. Nilai t yang dihitung (5,948) > t_tabel (1,985) dengan nilai signifikansi (0,00 < 0,05), sehingga dapat diinterpretasikan bahwa Gaya Hidup (X1) memiliki pengaruh positif parsial terhadap Keputusan Pembelian produk mode di Toko RSM Kisaran (Y), oleh karena itu H_1 diterima sedangkan H_0 ditolak. Nilai t yang dihitung (2,539) > t_tabel (1,985) dengan nilai signifikansi (0,01 < 0,05), sehingga dapat diinterpretasikan bahwa Pemasaran Media Sosial (X2) memiliki pengaruh parsial terhadap Keputusan Pembelian produk fesyen di Toko RSM Kisaran (Y), oleh karena itu H_1 diterima dan H_0 ditolak. Nilai t yang dihitung (6,246) > t_tabel (1,985) dengan nilai signifikansi (0,00 < 0,05), dapat diinterpretasikan bahwa Tren Fesyen (X3) berpengaruh parsial terhadap Keputusan Pembelian produk fesyen di Toko RSM Kisaran (Y), sehingga H_1 diterima dan H_0 ditolak. Hasil uji simultan (Uji F) menjelaskan bahwa nilai F yang dihitung (62,129 > nilai F tabel (2,70) dengan signifikansi (0,00 < 0,05) berarti bahwa secara simultan Gaya Hidup (X1), Pemasaran Media Sosial (X2), Tren Mode (X3), memiliki pengaruh positif terhadap Keputusan Pembelian (Y) sehingga H_2 diterima sedangkan H_0 ditolak. Variabel independen yang memiliki pengaruh dominan terhadap Keputusan Pembelian produk fashion di Toko RSM Kisaran (Y) adalah Tren Mode (X3) dengan nilai t yang dihitung (6,246) yang menunjukkan nilai terbesar dibandingkan variabel lainnya. Kata Kunci: Gaya Hidup, Pemasaran Media Sosial dan Tren Mode, Keputusan Pembelian.

PENGARUH KEPEMIMPINAN TRANSFORMASONAL, BUDAYA ORGANISASI, LINGKUNGAN KERJA, DAN KOMITMEN ORGANISASI TERHADAP KINERJA PEGAWAI PADA SEKRETARIAT DAERAH KABUPATEN ASAHAN Zulkarnain Lubis; Surya Bakti
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6634

Abstract: This study aims to determine the simultaneous and partial effects of transformational leadership, organizational culture, work environment, and organizational commitment on employee performance. The sample consisted of 87 respondents. The data analysis technique used was multiple linear regression. The results of the analysis produced the regression equation: Y = 1.135 + 0.263X₁ + 0.217X₂ + 0.237X₃ + 0.605X₄. The F-test result showed Fcount (258.357) > Ftable (2.48), indicating that transformational leadership, organizational culture, work environment, and organizational commitment simultaneously have a significant effect on performance. The t-test results revealed that transformational leadership has a positive effect on employee performance with tcount (2.433) > ttable (1.98896); organizational culture has a positive effect on employee performance with tcount (3.606) > ttable (1.98896); work environment has a positive effect on employee performance with tcount (3.462) > ttable (1.98896); and organizational commitment has a positive effect on employee performance with tcount (4.510) > ttable (1.98896). The coefficient of determination test (R²) showed an Adjusted R Square value of 0.623, indicating that transformational leadership, organizational culture, work environment, and organizational commitment explain 62.3% of the variance in employee performance, while the remaining 37.7% is explained by other variables not included in this study. Keywords: transformational leadership, organizational culture, work environment, organizational commitment, employee performance Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial kepemimpinan transformasional, budaya organisasi, lingkungan kerja dan komitmen organisasi terhadap kinerja pegawai. Jumlah sampel sebanyak 87 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 1,135 + 0,263X1 + 0,217X2 + 0,237X3 + 0,605X4. Uji-F menghasilkan nilai Fhitung (258,357) > Ftabel (2,48), artinya kepemimpinan transformasional, budaya organisasi, lingkungan kerja dan komitmen organisasi berpengaruh secara simultan terhadap kinerja. Hasil uji-t, secara parsial kepemimpinan transformasional berpengaruh positif terhadap kinerja karena thitung (2,433) > ttabel (1,98896), budaya organisasi berpengaruh positif terhadap kinerja karena thitung (3,606) > ttabel (1,98896), lingkungan kerja berpengaruh positif terhadap kinerja karena thitung (3,462) > ttabel (1,98896), komitmen organisasi berpengaruh positif terhadap kinerja karena thitung (4,510) > ttabell (1,98896). Hasil uji-R2, nilai Adjusted R Square yaitu 0,623, artinya variabel bebas yang terdiri dari kepemimpinan transformasional, budaya organisasi, lingkungan kerja, dan komitmen organisasi mampu menjelaskan kinerja sebesar 62,3%, sedangkan sisanya 37,7% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata kunci: kepemimpinan transformasional, budaya organisasi, lingkungan kerja, komitmen organisasi, kinerja

Communication, physical work environment, work facilities, and job satisfaction: An exploratory single-agency case study in Indonesia Suyeni Suyeni; Surya Bakti
Priviet Social Sciences Journal Vol. 6 No. 7 (2026): July 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i7.2166

Local technical agencies deliver most frontline public services in decentralised Indonesia, yet their managers hold almost no discretion over pay, which is fixed nationally by grade, so non-pecuniary job resources carry an unusually heavy attitudinal burden. Drawing on job demands–resources theory and social exchange reasoning, this study examined whether communication (a social resource), the physical work environment, and work facilities (contextual resources) predict civil-servant job satisfaction. A cross-sectional census of all 30 permanent civil servants at the District Fisheries Agency of Asahan Regency, North Sumatra, supplied complete responses to a 20-item, five-point instrument. Ordinary least squares regression showed positive coefficients for all three resources: communication, b = 0.307, β = .228, p = .006; physical work environment, b = 0.528, β = .418, p = .002; work facilities, b = 0.648, β = .386, p = .003. The model was jointly significant, F(3, 26) = 121.728, p < .001, R² = .934, adjusted R² = .926. The resource field observation identified as already adequate — communication — contributed least at the margin, consistent with diminishing returns to abundant resources. The explained variance is interrogated rather than celebrated: predictor intercorrelations up to .895, unique variance contributions summing to 8.3 percentage points, and demonstrable predictor–criterion item overlap indicate substantial common method inflation. The study contributes a resource-scarcity refinement to job demands–resources theory and a diagnostic template for small-sample public-sector research.

Work motivation, work environment, and workload-competence fit as correlates of employee performance in an Indonesian District Health Office Syaharani Irawan; Surya Bakti
Priviet Social Sciences Journal Vol. 6 No. 7 (2026): July 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i7.2167

Public health administration in decentralised systems depends on the productivity of district-level civil servants who translate national policy into local service delivery, yet the antecedents of their performance remain under-examined outside Western corporate settings. This study tested work motivation, work environment, and workload as simultaneous predictors of employee performance in a district health authority in North Sumatra, Indonesia, using Job Demands–Resources theory as the organising framework. A census of the entire civil-service establishment produced complete responses from 70 employees on a 23-item Likert instrument. Ordinary least squares regression showed that the predictors jointly explained a substantial share of performance variance, F(3, 66) = 15.521, p < .001, R² = .414, adjusted R² = .387. At a two-tailed α = .05, however, only work motivation reached significance (b = 0.409, β = .301, t = 2.793, p = .007). Work environment (b = 0.339, β = .275, p = .076) and workload (b = 0.366, β = .192, p = .081) were positive but not significant, each uniquely explaining under 3% of variance while sharing substantial variance with one another (tolerance = .382 and .389). The findings indicate that in a rule-bound bureaucracy with homogeneous physical conditions and secure tenure, individual motivational states carry more explanatory weight than ambient job context, and that a workload calibrated to employee competence behaves as a challenge rather than a hindrance demand. Managerial effort is therefore better directed at recognition and career architecture than at facility investment.

THE iEFFECT iOF iHAMBURGER iSTRATEGY iON iSTUDENTSâ€™ iWRITING iRECOUNT iTEXT Surya Bakti; Sri Rahayu
Journal of English Education and Linguistics: JEELi Vol. 1 No. 2 (2023): JULI 2023
Publisher : Program Studi Pendidikan Bahasa Inggris, Universitas Asahan

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

Surya Bakti. 2023. The Effect of Hamburger Strategy on Studentsâ€Ÿ Writing Recount Text at the tenth-grade students in MAN Tanjungbalai in 2022/2023 Academic Year.Skripsi. English Education Study Program. Faculty of Teachers' Training and Education. Asahan University. Advisor: Dr. Sri Rahayu, M.PdThis research was intended to find out the empirical evidence of the studentsâ€™ writing recount text by using Hamburger strategy at the X grade of MAN Tanjungbalai. This research was quantitative research. The population of this research was all the students of class X of MAN Tanjungbalai. Samples of this research were taken from 30 students of experimental group (class X 5) and 30 students of control group (class X 6). The instrument for collecting data was a test. After analyzing the data, the writer got; (1) The studentsâ€™ achievement in mastery vocabulary by using Hamburger strategy got the mean 81,33 and standard deviation was 5,04; (2) The studentsâ€™ achievement in mastery vocabulary by using conventional method got the mean 78 and standard deviation was 4,51. The value of t-observed was 2,729 and that of t-table was 2,009. So, the value of t-observed was higher than that of t-table, it means that there was significant effect of using Hamburger strategy on students' writing recount text.Â Keywords: Hamburger strategy, writing, recount text

Title

Found 9 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 9 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 9 Documents
Search