MDP Student Conference
MDP Student Conference is a one-year national conference organized by the Universitas Multi Data Palembang. We are inviting teachers, lecturers, researchers, scholars, students, and or other key stakeholders to present and discuss their latest findings, innovations, and best practices as well as fresh ideas on, but not limited to, the listed sub-themes.
Articles
689 Documents
<![CDATA[Strategi Minat Beli Generasi Z Pada TikTok Shop di Kota Palembang ]]>
<![CDATA[Oktayandi, William Efrans]]>;
<![CDATA[Widagdo, Herry]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15272
<![CDATA[This study aims to examine the influence of content marketing, influencer marketing, brand image, and sales promotion on Generation Z’s purchase intention among TikTok Shop user in Palembang City. This research employs a quantitative approach using a survey method. The sampling technique applied was probability sampling with a cluster sampling method, resulting in 240 respondents. Data were analyzed using multiple linear regression with SPSS version 26. The partial test result indicate that content marketing, influencer marketing, brand image, and sales promotion each have a positive and significant effect on purchase intention. Simultaneously, all independent variables significantly influence purchase intention. This study concludes that effective digital marketing strategies implemented through TikTok Shop play an important role in increasing Generation Z’s purchase intention.]]>
<![CDATA[Consumer Dissatisfaction dan Variety Seeking sebagai Determinan Brand Switching: Systematic Literature Review ]]>
<![CDATA[Candraningtyas, Amirah Cetta]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15279
<![CDATA[Brand switching behavior has become a common phenomenon in increasingly competitive and dynamic markets. This study aims to examine the role of consumer dissatisfaction and variety seeking as determinants of brand switching behavior through a Systematic Literature Review (SLR) approach. The review process involved identifying and selecting relevant scholarly articles from national and international journal databases based on predefined inclusion and exclusion criteria. A total of 10 articles were analyzed to identify patterns, consistencies, and discrepancies in previous research findings. The synthesis results indicate that consumer dissatisfaction consistently has a positive effect on brand switching behavior, particularly in product and service contexts that emphasize functional performance. Meanwhile, variety seeking is found to encourage brand switching even in the absence of dissatisfaction, especially among younger consumers and in product categories with low switching costs. This study concludes that consumer dissatisfaction and variety seeking complement each other in explaining brand switching behavior, highlighting the importance of an integrative perspective in understanding consumer behavior dynamics.]]>
<![CDATA[Pengaruh Good Corporate Governance dan Kualitas Laba terhadap Nilai Perusahaan Manufaktur Sector Basic Material yang terdaftar di BEI tahun 2022-2024 ]]>
<![CDATA[natasya, devi]]>;
<![CDATA[Arisman, Anton]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15290
<![CDATA[This study aimed to determine whether good corporate governance and quality of income variables influence the value of manufacturing companies in the basic materials sector. This study used secondary data obtained from the Indonesia Stock Exchange (IDX), and employed a quantitative approach. A sample of 62 items was used in the testing. The results showed that good corporate governance had no effect on company value, and quality of income has a positive effect on company value.]]>
<![CDATA[Pengaruh Biaya Lingkungan, Investasi Eco Efficiency Terhadap Profitabilitas pada Perusahaan Energi yang Terdaftar di BEI Tahun 2022-2024 ]]>
<![CDATA[Carolina, Sherlyn]]>;
<![CDATA[Wenny, Cherrya Dhia]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15296
<![CDATA[The purpose of this study is to determine how environmental costs and eco-efficiency investments affect profitability. This research is quantitative, and the data used are secondary data obtained from the Indonesia Stock Exchange (IDX). The population of this study were energy companies listed on the Indonesia Stock Exchange (IDX) in 2022-2024. A sample of 91 companies was used. The sampling technique used was purposive sampling. The analytical method used was multiple linear regression with SPSS 26. The results of this study indicate that environmental costs have a negative and significant effect on profitability, while eco-efficiency investments have no significant effect on profitability.]]>
<![CDATA[Pengaruh Bauran Promosi Terhadap Minat Beli Iphone Mahasiswa Universitas MDP Palembang ]]>
<![CDATA[-, Anggellin -]]>;
<![CDATA[Megawati, Megawati]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15297
<![CDATA[The rapid development of technology has made smartphones, especially iPhone, a primary need and lifestyle for students. This study aims to determine the effect of the promotion mix on the buying interest of iPhone among students at MDP University Palembang. Using a quantitative associative method, data were collected from 328 respondents through purposive sampling. The results of the simple linear regression analysis show a constant value of 1.679 and a regression coefficient of 0.312. Hypothesis testing (t-test) resulted in a t-count of 6.124 > t-table 1.968 with a significance of 0.000, meaning the promotion mix significantly affects buying interest. The coefficient of determination (Adjusted R Square) is 0.699, indicating that the promotion mix contributes 69.9% to buying interest, while the remaining 30.1% is influenced by other variables. In conclusion, an effective promotion strategy is a key factor in increasing student interest in iPhone products.]]>
<![CDATA[Kesiapan & Efektivitas TER PPh 21 dalam Administrasi Pajak pada Perusahaan Dagang di Palembang ]]>
<![CDATA[Caesar, Fidel Rizky]]>;
<![CDATA[Wati Keristin, Usnia]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15300
<![CDATA[This study examines company readiness and the effectiveness of implementing the Average Effective Rate (TER) for Income Tax Article 21 in tax administration at trading companies in Palembang City. The purpose of this study was to determine company readiness and assess the effectiveness of the Average Effective Rate (TER) in tax administration at trading companies. The approach used in this study was quantitative. The study population included all trading companies operating in Palembang City, while the sample size was determined using the Slovin formula. Primary data were collected through questionnaires. Data processing and analysis were performed using the SmartPLS 4 application. The analysis results showed that readiness and effectiveness had a positive and significant impact, with t-statistics of 3.279 and 6.640, and p-values of 0.001 and 0.000, respectively.]]>
<![CDATA[Analisis Pengaruh Struktur Modal, Dan Likuiditas Terhadap Profitabilitas Pada Perusahaan Subsektor Non-Cylical ]]>
<![CDATA[Stefanus, Dennis]]>;
<![CDATA[Arisman, Anton]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15316
<![CDATA[This study analyzes the effect of capital structure and liquidity on profitability in non-cyclical subsector companies listed on the Indonesia Stock Exchange during 2022–2024. The study uses a quantitative approach with secondary data obtained from annual financial reports. Capital structure is measured by Debt to Equity Ratio (DER), liquidity by Current Ratio (CR), and profitability by Return on Assets (ROA). Panel data regression is applied to test the hypotheses. The results show that capital structure has a negative and significant effect on profitability, while liquidity has a positive and significant effect on profitability. These findings indicate that optimal debt management and adequate liquidity levels are important factors in improving company performance. The study contributes to financial management literature and provides practical implications for managers and investors.]]>
<![CDATA[Pengaruh Sustainability Report dan Profitabilitas terhadap Nilai Perusahaan Pada Perusahaan Subsektor Energi ]]>
<![CDATA[Ramalia, Aisyah]]>;
<![CDATA[Dhia Wenny, Cherrya]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15325
<![CDATA[Abstract:This study aims to examine the impact of Sustainability Reports (X1) and Profitability (X2) on Firm Value (Y) in energy subsector companies listed on the Indonesia Stock Exchange during the period 2021 to 2024. In this study, the approach used is quantitative by utilizing secondary data taken from annual reports and corporate sustainability reports. The sample determination was carried out using a purposive sampling method. Sustainability Reports are measured using the Sustainability Report Disclosure Index (SRDI), Profitability is measured based on Return on Assets (ROA), and Firm Value is evaluated using Price to Book Value (PBV). Data analysis for this study was carried out through multiple linear regression methods using SPSS software. The results of the analysis show that Sustainability Reports and Profitability have a positive impact on Firm Value. This finding suggests that companies that present sustainability information more clearly and have good profit performance tend to receive higher ratings from investors. Therefore, regular management of sustainability reports and achieving good financial performance are very important in increasing market confidence and strengthening company value, especially for companies operating in the energy sub-sector.]]>
<![CDATA[Faktor Yang Mempengaruhi Minat Mahasiswa Dalam Mengambil Sertifikasi Brevet Pajak Di Palembang ]]>
<![CDATA[Salim, Antony Ruliff]]>;
<![CDATA[Wenny, Cherrya Dhia]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15327
<![CDATA[This study aims to analyze the role of tax literacy and conformity on accounting students' interest in obtaining tax certification, moderated by self-efficacy in the city of Palembang. This study uses a quantitative descriptive method and uses primary data obtained from respondents using a questionnaire. The sample size in this study was 96 respondents. Sampling in this study used purposive sampling. The sample criteria were students who had taken or were currently taking Advanced Taxation or Taxation II courses. The sample was distributed across three universities in the city of Palembang, namely Universitas Multi Data Palembang, Universitas Katolik Musi Charitas Palembang, and Universitas Muhammadiyah Palembang. This study found that tax literacy and social conformity moderated by self-efficacy play a positive role in students' interest in pursuing tax certification. The tool used in this study was SPSS 26.]]>
<![CDATA[Digital Financial Literacy dan Bias Status Quo, dan Penggunaan Fintech pada Generasi Z ]]>
<![CDATA[Candy, Candy]]>;
<![CDATA[Hesniati, Hesniati]]>;
<![CDATA[Sabila, Chen Chen Aprilia]]>;
<![CDATA[Apriliah, Lila]]>;
<![CDATA[Sherlyn, Sherlyn]]>
<![CDATA[ MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026 ]]>
Publisher : <![CDATA[Universitas Multi Data Palembang ]]>
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DOI: 10.35957/mdp-sc.v5i1.15333
<![CDATA[Fokus dalam penelitian ini yaitu menganalisis bagaimana pengaruh digital financial literacy dan value of status quo terhadap use behavior dimediasi oleh behavioral intention in fintech pada Generasi Z. Hal ini dikarenakan kesenjangan literasi keuangan digital yang tidak sejalan dengan pertumbuhan akses inklusi keuangan. Data penelitian diperoleh melalui penyebaran kuesioner terhadap 262 responden Generasi Z. Teori yang digunakan pada penelitian yaitu Theory Planned Behavior. Model penelitian di analisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4.0. Penelitian ini menunjukkan bahwa digital financial literacy berpengaruh signifikan positif terhadap behavior intention in fintech dan use behavior, lalu value of status quo berpengaruh signifikan positif terhadap behavior intention in fintech dan use behavior. Selain itu, behavior intention in fintech sebagai variabel yang memediasi antara kedua variabel independen dengan variabel use behavior memiliki pengaruh positif yang signifikan.]]>
