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JUMEBIN : Journal of Management, Economics, Business, and Investment
Published by PT Katersi Minar Permata
ISSN : -     EISSN : 31100511     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
JUMEBIN: Journal of Management, Economics, Business, and Investment is a scientific journal committed to publishing high-quality articles resulting from research and conceptual studies in the fields of Management, Economics, Business, and Investment. Every manuscript published undergoes a Double Blind Peer Review process to ensure its authenticity, scientific relevance, and contribution to the development of knowledge in the relevant field. JUMEBIN is published twice a year, in June (Issue 1) and December (Issue 2). JUMEBIN has an E-ISSN: 3110-0511.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 12 Documents
 1   2 
Personal Branding Strategy through TikTok in Increasing Interest in Purchasing MSME Products in Medan City Humairoh, Jihan; Tantia, Myrna Dwi; Regen
JUMEBIN : Journal of Management, Economics, Business, and Investment Vol. 1 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Abstract

The development of social media has driven the transformation of MSME marketing strategies, including the use of TikTok as an interactive, content-based digital promotion platform. This study aims to analyze the role of personal branding strategies through TikTok in increasing interest in purchasing MSME products in Medan City. The approach used is participatory assistance with stages of needs identification, training and content creation practice, implementation of personal branding strategies, and evaluation of the impact on consumer response. The research subjects are SME actors who actively use TikTok as a promotional medium. The results of the study show that the consistent, authentic, and communicative application of personal branding can increase audience engagement, strengthen the credibility of business actors, and encourage an increase in consumer purchasing interest. The change in communication patterns from one-way promotion to two-way interaction through the comment and live streaming features has proven to strengthen the emotional closeness between MSME actors and consumers. In addition, the increase in the digital literacy of participants also supports the optimization of TikTok features in reaching a wider market. This study concludes that personal branding is an effective digital marketing strategy in strengthening the competitiveness of MSMEs in the creative economy era. These findings have practical implications for MSME players to integrate personal identity into digital marketing strategies, as well as enriching social media-based entrepreneurship studies at the local level.
The Influence of Product, Location and Service Quality On Purchasing Decisions Donuts Baby Sungai Penuh Fauzan, Muhammad; Saputra, Rizky Indra; Setiono, Agus; Regen
JUMEBIN : Journal of Management, Economics, Business, and Investment Vol. 1 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Abstract

This study aims to determine: 1) Do product, location and service quality have partial and simultaneous influence on the decision to purchase baby donuts? 2). How big is the influence of product, location and service quality partially and simultaneously on the decision to buy baby donuts? The research methodology used is descriptive qualitative and descriptive quantitative approaches. The research results are; 1) Partially there is an effect of product on purchasing decisions, partially there is influence of location on purchasing decisions, partially there is no influence of service quality on purchasing decisions, and simultaneously there is influence of product, location, quality of service on purchasing decisions. 2) partially, the magnitude of the influence of the product on purchasing decisions is 17.18%., the magnitude of the influence of location on purchasing decisions is 12.83%, the magnitude of the influence of service quality on purchasing decisions is 1.71%. And Simultaneously the amount of influence between product, location and quality of service on purchasing decisions is 31.7%.

Page 2 of 2 | Total Record : 12

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