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All Journal JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) EQUILIBRIUM: Jurnal Ilmiah Ekonomi dan Pembelajarannya Jurnal Ekonomi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI)
Siti Alhamra Salqaura
Universitas Medan Area
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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E-Marketing dan Keunggulan Kompetitif terhadap Kinerja Pemasaran dengan Online Review sebagai Variabel Moderating Siti Alhamra Salqaura; Rizky Christian Sipayung; Siti Sabrina Salqaura
JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Vol 8, No 1 (2021): JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) NOVEMBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jkbm.v8i1.5449

Abstract

The purpose of this study was to determine the impact of e-marketing and competitive advantage on marketing performance with online review as a moderating variable in e-commerce companies in Indonesia. This research is a quantitative descriptive research and the character of the research is explanatory descriptive. The data collection method was carried out through questionnaires distributed online to 50 people throughout Indonesia. The sampling technique is purposive sampling method. The data analysis method used is a structural equation model (SEM) using SMART-PLS 3.0 software. The results showed that there was a positive and significant influence between e-marketing and marketing performance. Competitive advantage has a positive value but not significant effect on marketing performance. While online reviews are not able to moderate the relationship between e-marketing and competitive advantage on marketing performance. The results showed that the coefficient of determination (R2) is 0.644 as the marketing performance variable is influenced by the e-marketing, competitive advantage and online review variables of 0.644 or 64.4% while the rest is influenced by other variables outside of this study
Pengaruh Gaya Hedonis dan Harga Terhadap Keputusan Pembelian Pada Produk Apple Pada Masyarakat Medan Tenggara II Nadila Utami; Adelina Lubis; Laila Tawila; Siti Alhamra Salqaura
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 3, No 2 (2022): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - DESEMBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v3i2.1280

Abstract

The purpose of this study was to determine the effect of hedonic style on purchasing decisions on apple products, to determine the effect of price on purchasing decisions on apple products and to determine the effect of hedonic style and price on purchasing decisions on apple products in the people of Medan Tenggara II. The population in this study were the people of Medan Tenggara II Lingkungan XII as many as 80 people, where the sample was 80 people who bought apple products. The data collection technique used in this study was carried out by distributing questionnaires. The analysis technique used in this research is multiple linear regression, partial test (t test), simultaneous significance test (F test) and the coefficient of determination. The results showed that partially there was a significant influence of hedonic style on purchasing decisions, partially that there was a significant effect of price on purchasing decisions, and simultaneously showed that hedonic style and price had a significant effect on purchasing decisions on Apple products in the Southeast Medan Community II. With an R Square value of 0.707 or 70.7%, which means that the influence of hedonic style and price on purchasing decisions is 70.7%, while the remaining 29.3% are other variables not examined by this study, such as promotion, advertising and other variables.
A COMPARATIVE ANALYSIS OF PERCEIVED EASE OF USAGE DECISION OF E-BANKING IN Y AND Z GENERATION Siti Alhamra Salqaura
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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

Abstract

Consumer perceived ease of use is one of the important factors influencing the Y and Z generation usage decision of Mobile Banking. This study aims to compare the constructs of perceived ease of use in Y and Z generations in the context of digital banking. Sampling was done by purposive sampling method. Respondents are consumers among Y and Z generations with a total of 44 respondents. Data was collected using a questionnaire. Data analysis was performed using the Mann-Whitney U test through SPSS software version 20. The results showed no significant difference between the Y and Z generations in terms of usage decision of E-Banking based on perceived ease of use.
ANALYSIS OF PURCHASING DECISIONS FOR ADIDAS SPORTSWEAR BASED ON CELEBRITY ENDORSERS AND BRAND IMAGE Alfifto; Siti Alhamra Salqaura; Wan Rizca Amelia; Haryaji Catur Putera Hasman
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.984

Abstract

The purpose of this study was to determine and analyze the influence of Celebrity Endorser and Brand Image on the Purchasing Decision Adidas Sportswear at Students of the Faculty of Economics and Business, University of Sumatera Utara and also to find out and analyze the most dominant factors affecting purchasing decision. This research was conducted at the Students of the Faculty of Economics and Business, University of Sumatera Utara. The population in this study were students of the Faculty of Economics and Business, University of Sumatera Utara. The sampling technique in this study was accidental sampling. The sample in this study is 81 students. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through the study of documentation and a list of questions whose measurements use a Likert scale. Data is processed statistically using the SPSS, namely the t test model, f test and determinant coefficient (R2). The results of this study indicate that simultaneously Celebrity Endorser and Brand Image have a significant effect on Purchasing Decisions. Partially, the Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisions. Celebrity endorsers have the most dominant influence in influencing purchasing decisions.
FACTORS INFLUENCING GEN Z’S E-LOYALTY IN SHOPPING ON E-COMMERCE Haryaji Catur Putera Hasman; Wan Rizca Amelia; Alfifto; Siti Alhamra Salqaura
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.1002

Abstract

This study aims to analyze the factors that influencing Gen Z’s e-loyalty in shopping on e-commerce. The population in this study are residents of Medan city who belong to Gen Z who have shopped at least twice on the e-commerce platform. The sample in this study were 96 respondents, and used incidental sampling techniques. The data was analyzed using multiple linear regression with hypothesis proving through t-test and F-test. The results show that e-WOM has a positive and significant influence on e-loyalty, e-servqual has a positive and significant influence on e-loyalty, and e-satisfaction has a positive and significant influence on e-loyalty. And simultaneously e-WOM, e-servqual, and e-satisfaction have a positive and significant influence on e-loyalty.
Comparative analysis of perceived security level in deciding the use of e-banking in Y and Z generations Siti Alhamra Salqaura; Indawati Lestari; Teddi Pribadi
EQUILIBRIUM : Jurnal Ilmiah Ekonomi dan Pembelajarannya Vol 11, No 2 (2023)
Publisher : Universitas PGRI Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/equilibrium.v11i2.17381

Abstract

This study aimed to compare perceptions of the security level in making decisions on the use of e-banking in the Y and Z generations. Sampling was carried out using a purposive sampling method. The respondents in this study were e-banking consumers in the Y and Z generations. Data were analyzed using the Mann-Whitney U Test through SPSS software version 20.00. The research results show no significant difference in the perceived security in usage decisions of E-Banking Y and Z generations.
Co-Authors Alfifto Haryaji Catur Putera Hasman Laila Tawila Lestari, Indawati LUBIS, ADELINA Nadila Utami Rizky Christian Sipayung Siti Sabrina Salqaura Teddi Pribadi Wan Rizca Amelia