Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA)
TALENTA Conference Series: Local Wisdom, Social, and Arts (LWSA) is an open access journal publishing the proceeding of conferences across all disciplines of laws, local wisdom, cultures, social and arts, including peer-reviewed full-length articles, collections of abstracts and meeting reports. The proceeding of TALENTA Conference Series: Local Wisdom, Social, and Arts (LWSA) is published by TALENTA Publisher Universitas Sumatera Utara. Publishing a supplement to the proceedings of TALENTA Conference Series: Local Wisdom, Social, and Arts (LWSA) is a very effective ways for disseminating conference material and scientific findings to your target readers. p-ISSN : 2654-7058 e-ISSN : 2654-7066 This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Consumer Preference-based Tourism Development Strategy: A Case Study At Tirta Ceria Waterpark
Studi ini mengeksplorasi strategi pengembangan destinasi wisata berbasis air berdasarkan preferensi konsumen, dengan fokus pada Tirta Ceria Waterpark di Indonesia. Menghadapi jumlah pengunjung yang berfluktuasi dan meningkatnya ekspektasi, penelitian ini menerapkan pendekatan kuantitatif menggunakan analisis gabungan untuk mengevaluasi lima atribut utama: harga tiket, fasilitas kolam renang, penawaran promosi, fasilitas rekreasi tambahan, dan keamanan. Data dikumpulkan dari 110 responden, yang mengungkap kombinasi yang paling disukai: Tiket Masuk Akhir Pekan Gratis bulanan seharga Rp140.000, fitur air canggih (misalnya, skybox/seluncuran air/kolam ombak), promosi yang dibundel dengan makanan dan minuman, dan peningkatan keamanan seperti CCTV. Temuan ini menawarkan rekomendasi strategis untuk meningkatkan fasilitas dan posisi kompetitif di pasar pariwisata. This study explores the development strategy of a water-based tourism destination based on consumer preferences, focusing on Tirta Ceria Waterpark in Indonesia. Facing fluctuating visitor numbers and rising expectations, the research applies a quantitative approach using conjoint analysis to evaluate five key attributes: ticket pricing, swimming pool facilities, promotional offers, additional recreational amenities, and security. Data was collected from 110 respondents, revealing the most preferred combination: a monthly Free Weekend Pass priced at IDR 140,000, advanced water features (e.g., skybox/waterslide/wavepool), bundled promotions with food and beverage, and security enhancements like CCTV. The findings offer strategic recommendations for improving facilities and competitive positioning in the tourism market.
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Design of Potential Enchancement of Oil Palm Production Through BSFTBC Monitoring Program (Building Soil for The Better Crop)
Palm oil crop productivity is significantly influenced by both endogenous and exogenous factors. The main endogenous factor is the planting material. Exogenous factors include climate, soil (fertility and nutrient balance), biotic environment, and the application of cultivation techniques (including fertilization activities). This research aims to develop a monitoring design for the potential increase in palm oil production through the BSFTBC (Building Soil for The Better Crop) supervision program within the Sub Holding PTPN IV. Data collection and progress monitoring of the Building Soil for The Better Crop program are carried out through the Palm Pro application, which contains information on fertilization activities, fertilizer dosage, implementation of fertilization activities etc. The result of this research is an application-based BSFTBC supervision system designed to facilitate the monitoring process, data storage, and evaluation of the use of organic materials block by block in the field. In conclusion, a consistent and sustainable implementation of the BSFTBC supervision program can provide periodic information and recommendations to management regarding the application of organic fertilizers (empty fruit bunches and solid) as well as inorganic fertilizers on oil palm crops within Sub Holding PTPN IV. This study is expected to improve soil health, fertility, and nutrient balance as a strategy for intensifying the palm oil recovery program and increasing palm oil crop productivity sustainably Produktivitas tanaman kelapa sawit sangat dipengaruhi oleh faktor endogenous dan exogenous. Faktor endogenous utama adalah bahan tanaman. Faktor exogenous antara lain iklim, tanah (kesuburan dan keseimbangan unsur hara), lingkungan biotik, dan penerapan teknik budidaya (termasuk didalamnya kegiatan pemupukan). Penelitian bertujuan untuk membuat rancangan monitoring potensi peningkatan produksi kelapa sawit melalui program pengawalan BSFTBC (Building Soil for The Better Crop) di lingkup Sub Holding PTPN IV. Pengumpulan data dan monitoring progress program Building Soil for Better Crop melalui aplikasi Palm Pro yang memuat informasi kegiatan pemupukan, dosis pupuk, pelaksanaan realisasi pemupukan¸dll. Hasil penelitian ini berupa sistem rancangan pengawalan BSFTBC berbasis aplikasi guna memudahkan proses monitoring, menyimpan data dan mengevaluasi penggunaan bahan organik pada blok per blok dilapangan. Kesimpulan program pengawalan BSTFTBC yang konsisten serta berkelanjutan dapat memberikan informasi dan rekomendasi secara berkala kepada manajemen terkait pengaplikasian pupuk organik (tankos dan solid) maupun anorganik pada tanaman kelapa sawit lingkup Sub Holding PTPN IV, sehingga diharapkan dapat meningkatkan kesehatan tanah, kesuburan dan keseimbangan hara di dalam tanah sebagai strategi intensifikasi program recovery tanaman kelapa sawit serta peningkatan produktivitas tanaman kelapa sawit secara berkelanjutan.
Effectiveness of Implementation of Uninhabitable Houses Repair Program for Low-Income Communities in Medan City
Untuk mengatasi masalah rumah yang tidak layak huni, Pemerintah Kota Medan telah melaksanakan program perbaikan perumahan bagi masyarakat berpenghasilan rendah. Mengingat anggaran yang terbatas dan jumlah unit yang sangat terbatas, ketepatan sasaran program merupakan aspek krusial yang perlu dievaluasi lebih lanjut. Sosialisasi terkait program masih kurang, yang mengakibatkan masyarakat tidak memahami implementasi program di lapangan dan keluhan dari komunitas penerima manfaat, terutama terkait kualitas finishing bangunan yang kurang optimal. Oleh karena itu, diperlukan analisis untuk mengukur efektivitas implementasi program menggunakan beberapa variabel menurut Budiani (2007), yaitu ketepatan sasaran program, sosialisasi program, tujuan program, dan pemantauan program. Analisis dilakukan menggunakan metode kualitatif dengan teknik wawancara semi-terstruktur, observasi, dan dokumentasi kepada pelaksana program dari Dinas Perumahan, Permukiman, Pekerjaan Umum, dan Perencanaan Ruang Kota Medan, masyarakat penerima manfaat, dan pejabat administrasi desa/kepala unit kelurahan. Hasil akhir menunjukkan bahwa pelaksanaan program telah menunjukkan akurasi sasaran yang tinggi, sosialisasi belum sepenuhnya optimal, tujuan program untuk meningkatkan kualitas perumahan bagi penduduk berpenghasilan rendah telah tercapai, dan pemantauan pelaksanaan program masih perlu ditingkatkan. To overcome the problem of uninhabitable houses, the Medan City Government has implemented a housing improvement program for low-income communities. Given the limited budget and the very limited number of units, the accuracy of the program's targets is a crucial aspect that needs to be reviewed further. Socialization related to the program is still lacking, which results in the community not understanding the implementation of the program in the field and complaints from beneficiary communities, particularly regarding suboptimal building finishing. Therefore, an analysis is needed to measure the effectiveness of program implementation using several variables according to Budiani (2007), namely program targeting accuracy, program socialization, program objectives and, program monitoring. The analysis was carried out using a qualitative method with semi-structured interview techniques, observation and documentation to the program implementers of the Department of Housing, Residential Areas, Public Works and Spatial Planning of Medan City, beneficiary communities and the village administration officials/head of the neighborhood unit. The final results are that the implementation of the program has shown high accuracy of targets, socialization has not been fully optimal, the program's goal of improving the quality of housing for low-income residents has been achieved, and monitoring of program implementation still needs to be improved.
Legal Policy on Children Who Repeat Criminal Acts in the Perspective of Restorative Justice in Indonesia
Anak yang melakukan tindak pidana secara berulang (residivis) menjadi tantangan dalam sistem peradilan pidana anak, terutama dalam konteks keadilan restoratif yang diamanatkan oleh Undang-Undang Nomor 11 Tahun 2012 tentang Sistem Peradilan Pidana Anak (UU SPPA). Prinsip keadilan restoratif lebih fokus kepada pemulihan, bukan sekedar penghukuman, namun penerapannya terhadap anak residivis masih menghadapi berbagai kendala normatif dan implementatif. Penelitian ini memiliki tujuan untuk menganalisis kebijakan hukum pidana yang mengatur anak yang melakukan pengulangan tindak pidana dalam sudut pandang keadilan restoratif. Metode penelitian yang digunakan yakni penelitian hukum yuridis normatif melalui pendekatan peraturan perundang-undangan dan konsep hukum. Hasil penelitian ini adalah meskipun UU SPPA mengutamakan diversi dan pendekatan restoratif, terdapat batasan bagi anak residivis untuk memperoleh diversi, terutama dalam kasus tindak pidana berat atau pengulangan kejahatan yang telah melampaui batas yang ditentukan dalam regulasi. Temuan ini mengindikasikan perlunya harmonisasi kebijakan hukum guna memastikan bahwa anak residivis tetap mendapatkan perlindungan hak asasi dan kesempatan untuk diversi, tanpa mengesampingkan kepentingan korban dan masyarakat. Oleh karena itu, harmonisasi kebijakan bagi anak residivis dapat dilakukan melalui revisi aturan diversi untuk kasus yang tidak serius, peningkatan kapasitas apparat penegak hukum dan pemberian bantuan bagi anak, penguatan kolaborasi lintas lembaga, serta evaluasi kebijakan yang fleksibel dan berorientasi pada reintegrasi sosial anak secara lebih efektif. Children who repeat criminal acts (recidivists) are a challenge in the criminal justice system, especially in the context of restorative justice mandated by Law Number 11 of 2012 concerning the Juvenile Criminal Justice System (SPPA Law). The principle of restorative justice emphasizes recovery, not just punishment, but its application to recidivist children still faces various normative and implementable obstacles. This study aims to analyze legal policies concerning recidivist children from a restorative justice perspective. This study applies a normative juridical method of legal research through a statutory approach and a legal concept approach. According to the research results, it can be seen that although the SPPA Law prioritizes diversion and restorative approaches, there are restrictions for recidivist children to obtain diversion, especially in cases of serious crimes or recidivism that have exceeded the limits specified in the regulations. These findings indicate the need for harmonization of legal policies to ensure that recidivist children continue to receive protection of their human rights and opportunities for diversion without putting aside the interests of victims and society. Therefore, the harmonization of policies for recidivist children can be carried out through the revision of diversion rules for non-serious cases, strengthening the capacity of law enforcement officers and providing assistance for children, enhancing cross-institutional collaboration, as well as evaluating policies that are flexible and oriented toward the more effective social reintegration of children.
Analysis of Acquisition Decisions on the Enhancement of Inorganic Growth at PT Invest Co
Akuisisi perusahaan merupakan strategi umum untuk mempercepat pertumbuhan bisnis tanpa harus memulai dari nol. Dalam lanskap industri yang semakin kompetitif, pemilihan perusahaan yang tepat untuk diakuisisi merupakan keputusan kritis yang menentukan kesuksesan strategi tersebut. Studi ini bertujuan untuk membantu PT Invest Co dalam mengidentifikasi target akuisisi yang paling sesuai antara AUM-1 dan AUM-2. Analisis kuantitatif dan kualitatif dilakukan dengan mengevaluasi laporan keuangan, tren industri, dan wawancara dengan ahli. Hasil penelitian menunjukkan bahwa AUM-1 merupakan target akuisisi yang lebih cocok. Perusahaan ini memiliki pertumbuhan pendapatan tahunan sebesar 7,8%, rasio keuntungan sebesar 12,3%, dan kepatuhan hukum dan pajak yang lebih kuat dibandingkan AUM-2. Struktur akuisisi yang direkomendasikan adalah kepemilikan mayoritas sebesar 75%, yang memungkinkan PT Invest Co mengendalikan operasional dan mengoptimalkan manfaat pajak. Akuisisi ini diharapkan dapat meningkatkan efisiensi operasional, serta meningkatkan nilai perusahaan dan daya tarik bagi investor. Namun, tantangan integrasi seperti perbedaan budaya organisasi harus diantisipasi. Studi ini memberikan wawasan berharga untuk mendukung PT Invest Co dalam merumuskan rencana akuisisi yang lebih strategis dan berkelanjutan. Corporate acquisition is a common strategy to accelerate business growth without starting from scratch. In an increasingly competitive industrial landscape, selecting the right company to acquire is a critical decision that determines the strategy’s success. This study aims to assist PT Invest Co in identifying the most suitable acquisition target between AUM-1 and AUM-2. Quantitative and qualitative analysis was conducted by evaluating financial reports, industry trends, and expert interviews. The findings indicate that AUM-1 is a more suitable target for acquisition. It has an annual revenue growth of 7.8%, a profitability ratio of 12.3%, and stronger legal and tax compliance than AUM-2. The recommended acquisition structure is a 75% majority ownership, enabling PT Invest Co to control operations and optimize tax benefits. This acquisition is expected to improve operational efficiency, and enhance both company valuation and investor attractiveness. Nevertheless, integration challenges such as differences in organizational culture must be anticipated. This study provides valuable insights to support PT Invest Co in formulating a more strategic and sustainable acquisition plan.
The Influence of Digital Marketing and Education Service Quality of the New Students’ Decisions Choosing to Study at STIKES Namira Mandailing Natal with Campus Image as an Intervening Variable
Persaingan yang semakin ketat di antara institusi pendidikan tinggi swasta di Indonesia, khususnya di sektor kesehatan, menimbulkan tantangan dalam menarik mahasiswa baru. Penelitian ini mengatasi kesenjangan dalam memahami bagaimana pemasaran digital dan kualitas layanan pendidikan memengaruhi keputusan mahasiswa baru untuk mendaftar, dengan citra kampus sebagai variabel intervening, dalam konteks perguruan tinggi kesehatan swasta kecil. Tujuannya adalah untuk menganalisis pengaruh langsung dan tidak langsung dari pemasaran digital dan kualitas layanan pendidikan terhadap keputusan pendaftaran melalui citra kampus. Menggunakan pendekatan kuantitatif asosiatif, data dikumpulkan dari 100 mahasiswa baru di STIKES Namira Mandailing Natal dengan teknik pengambilan sampel jenuh. Data primer dan sekunder dianalisis menggunakan statistik deskriptif dan pemodelan persamaan struktural (SEM-PLS). Hasil menunjukkan bahwa pemasaran digital memiliki pengaruh positif tetapi tidak signifikan secara langsung terhadap keputusan pendaftaran (β=0,127, p=0,096) dan citra kampus (β=0,162, p=0,046), sedangkan kualitas layanan pendidikan berpengaruh positif dan signifikan terhadap keduanya (β=0,200, p=0,129 untuk keputusan; β=0,672, p=0,000 untuk citra). Citra kampus secara signifikan memengaruhi keputusan (β=0,554, p=0,000) dan memediasi hubungan tersebut, dengan mediasi signifikan untuk kualitas layanan pendidikan (β=0,372, p=0,000) tetapi marginal untuk pemasaran digital (β=0,089, p=0,073). Penelitian ini memberikan kontribusi baru dengan mengintegrasikan pemasaran digital dalam konteks pendidikan kesehatan lokal di Indonesia, menyoroti peran mediasi citra kampus, dan menawarkan implikasi praktis untuk meningkatkan strategi pendaftaran di institusi swasta yang kurang diteliti. The increasing competition among private higher education institutions in Indonesia, particularly in the health sector, poses challenges in attracting new students. This study addresses the gap in understanding how digital marketing and education service quality influence new students' decisions to enroll, with campus image serving as an intervening variable, in the context of a small private health sciences college. The objectives are to analyze the direct and indirect effects of digital marketing and education service quality on enrollment decisions through campus image. Employing an associative quantitative approach, data were collected from 100 new students at STIKES Namira Mandailing Natal using saturated sampling. Primary and secondary data were analyzed via descriptive statistics and structural equation modeling (SEM-PLS). Results reveal that digital marketing has a positive but insignificant direct effect on enrollment decisions (β=0.127, p=0.096) and campus image (β=0.162, p=0.046), while education service quality positively and significantly affects both (β=0.200, p=0.129 for decisions; β=0.672, p=0.000 for image). Campus image significantly influences decisions (β=0.554, p=0.000) and mediates the relationships, with significant mediation for education service quality (β=0.372, p=0.000) but marginal for digital marketing (β=0.089, p=0.073). This research contributes novelty by integrating digital marketing in a localized Indonesian health education context, highlighting the mediating role of campus image, and offering practical implications for enhancing enrollment strategies in under-researched private institutions.
The Use of Activity-Based Management Methods in the Multipurpose Loan Process to Improve Cost Efficiency at PT. Bank Sumut: A Case Study of the Ngumban Surbakti Branch
The low level of teacher certification competence is one of the main challenges in the field of education, which affects the quality of learning and student achievement. One of the educational institutions facing this issue is MIS Nur Al-Amin Medan, where several teachers do not yet possess adequate certification to support professionalism in teaching. Referring to this issue, a comprehensive strategy is needed to improve teacher competence by identifying the internal and external factors that influence the teacher certification process. One commonly used strategy to analyze these factors is through SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). The purpose of this study is to analyze the internal and external factors that influence the improvement of teacher certification competence at MIS Nur Al-Amin Medan and to formulate appropriate improvement strategies through the SWOT analysis approach. This research uses a qualitative research design with a case study approach. Data collection was carried out through the distribution of questionnaires, in-depth interviews, and testing validity using source triangulation. Based on the research findings, it was discovered that the internal and external factors influencing the teacher certification process at MIS Nur Al-Amin Medan are still not optimal. This is evident from the results of the IFAS and EFAS analyses, which place the school's position in Quadrant III of the SWOT diagram, indicating that the school is facing significant external challenges and has internal weaknesses that need to be addressed. Therefore, the appropriate strategy to implement is the Weakness-Threats (WT) strategy or a transformation strategy. This strategy includes integrating the support of the school principal with training programs, subsidies, and assistance from the Ministry of Religious Affairs. In addition, efforts are needed to enhance teachers' understanding of the certification procedures through internal training, socialization, and the provision of access to information, as well as technical and financial support, to ensure that the certification process can proceed more effectively and in a structured manner.
Analysis of Price Perception, Content Marketing, and Brand Image on Purchasing Decision at CV. BSP MEDIA PRIMA in Medan
Tujuan penelitian ini adalah untuk menganalisis pengaruh Persepsi Harga, Pemasaran Konten, dan Citra Merek terhadap Keputusan Pembelian di CV. BSP Media Prima di Kota Medan. Penelitian ini bersifat kuantitatif. Populasi penelitian ini terdiri dari seluruh pelanggan yang telah melakukan transaksi di CV. BSP Media Prima. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah simple random sampling. Perhitungan ukuran sampel didasarkan pada rumus Slovin, menghasilkan 96 responden. Teknik pengumpulan data meliputi observasi, wawancara, kuesioner, dan studi dokumen (tinjauan pustaka). Metode analisis data menggunakan regresi linier berganda dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa persepsi harga dan citra merek memiliki pengaruh parsial positif dan signifikan terhadap keputusan pembelian, sedangkan pemasaran konten berpengaruh terhadap keputusan pembelian di CV. BSP Media Prima. Persepsi harga, pemasaran konten, dan citra merek secara simultan mempengaruhi keputusan pembelian di CV. BSP Media Prima. The purpose of this research is to analyze the effect of Price Perception, Content Marketing, and Brand Image on Purchasing Decisions at CV. BSP Media Prima in Medan City. This research is quantitative in nature. The population for this study consists of all customers who have made transactions at CV. BSP Media Prima. The sampling technique used in this research is simple random sampling. The sample size calculation is based on Slovin's formula, resulting in 96 respondents. Data collection techniques include observation, interviews, questionnaires, and document study (literature review). The data analysis method uses multiple linear regression and hypothesis testing. The research findings indicate that price perception and brand image have a positive and significant partial effect on purchasing decisions, while content marketing has an effect on purchasing decisions at CV. BSP Media Prima. Price perception, content marketing, and brand image simultaneously influence purchasing decisions at CV. BSP Media Prima.
Utilization of Big Data Analytics in the Decision-Making Process for Performance Improvement at PT Perkebunan Nusantara IV
Studi ini mengatasi kesenjangan 24% dalam produktivitas CPO di PT Perkebunan Nusantara IV (PTPN IV) Regional V, di mana hasil FFB saat ini sebesar 12,31 ton/ha menghasilkan produktivitas CPO sebesar 2,59 ton/ha, yang masih jauh dari target KPI sebesar 3,403 ton/ha. Penelitian ini menunjukkan bagaimana Big Data Analytics (BDA), yang didukung oleh artefak Knowledge Management (KM), meningkatkan pengambilan keputusan strategis untuk meningkatkan kinerja. Dengan menggunakan analitik deskriptif, diagnostik, prediktif, dan preskriptif, studi ini mengidentifikasi pendorong utama produksi FFB dan meramalkan tren masa depan. Temuan studi ini memproyeksikan peningkatan 16,65% dalam produksi FFB pada tahun 2025, mencapai 399.362,63 ton, yang menghasilkan produktivitas CPO sebesar 3,52 ton/ha, sedikit melebihi target KPI. Analisis Pareto mengungkapkan bahwa tiga afdeling yang berkinerja buruk menyumbang 80,59% dari kekurangan produktivitas, menyoroti afdeling untuk intervensi yang lebih terfokus. Analitik preskriptif kemudian memberikan strategi yang dapat ditindaklanjuti untuk alokasi sumber daya dan perencanaan intervensi, memungkinkan manajer untuk memprioritaskan tindakan di area yang akan memberikan peningkatan kinerja terbesar. Studi ini menekankan bagaimana BDA dapat digunakan untuk memprioritaskan intervensi strategis, mengoptimalkan alokasi sumber daya, dan memastikan tujuan kinerja tercapai. Dengan mengintegrasikan output BDA dengan proses KM, pendekatan ini membantu organisasi untuk menutup kesenjangan kinerja dan meningkatkan produktivitas. Studi ini memberikan kontribusi pada literatur manajemen strategis dengan menunjukkan peran BDA dalam meningkatkan pengambilan keputusan dan kinerja dalam lingkungan operasional yang kompleks. This study addresses a 24% gap in CPO productivity at PT Perkebunan Nusantara IV (PTPN IV) Regional V, where current FFB yields of 12.31 tons/ha result in CPO productivity of 2.59 tons/ha, falling short of the target KPI of 3.403 tons/ha. The research demonstrates how Big Data Analytics (BDA), supported by Knowledge Management (KM) artifacts, enhances strategic decision-making to improve performance. Using descriptive, diagnostic, predictive, and prescriptive analytics, the study identifies key drivers of FFB production and forecasts future trends. The findings project a 16.65% increase in FFB production in 2025, reaching 399,362.63 tons, resulting in CPO productivity of 3.52 tons/ha, slightly exceeding the KPI target. Pareto analysis reveals that three underperforming afdelings contribute to 80.59% of the productivity shortfall, highlighting them for targeted intervention. Prescriptive analytics then provides actionable strategies for resource allocation and intervention planning, allowing managers to prioritize actions in areas that will drive the greatest improvements. This study emphasizes how BDA can be used to prioritize strategic interventions, optimize resource allocation, and ensure that performance goals are met. By integrating BDA outputs with KM processes, this approach helps organizations close performance gaps and improve productivity. The study contributes to strategic management literature by demonstrating the role of BDA in enhancing decision-making and performance in complex operational environments.
Digital Marketing Strategy Analysis in Increasing at The Sekolah Tinggi Ilmu Manajemen Sukma Medan
Penelitian ini bertujuan untuk menganalisis strategi digital marketing yang paling efektif dalam meningkatkan jumlah mahasiswa baru di Sekolah Tinggi Ilmu Manajemen Sukma Medan. Pendekatan yang digunakan adalah metode penelitian kualitatif deskriptif dengan analisis matriks SWOT, EFAS, dan IFAS untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang mempengaruhi implementasi strategi pemasaran digital. Data dikumpulkan melalui wawancara, kuisioner, dan dokumen perusahaan. Faktor internal yang mendukung keberhasilan meliputi tim pemasaran berpengalaman dan konten menarik. Hasil penelitian ini terdapat 7 strategi prioritas yaitu tingkatkan strategi komunikasi di WhatsApp dengan desain konten yang lebih menarik dan interaktif. Evaluasi dan alokasikan anggaran pemasaran secara lebih efisien untuk kampanye yang memberikan dampak terbesar. Buat konten video yang informatif dan menarik di Tiktok dan Instagram, mendorong audiens untuk membagikannya. Lakukan pembaruan konten secara berkala di website dengan informasi menarik tentang kegiatan kampus. Ini akan membantu menarik perhatian calon mahasiswa dan bersaing dengan kampus lainMengadakan pelatihan digital marketing terstruktur untuk tim pemasaran penting untuk meningkatkan keterampilan mereka. Pelatihan harus mencakup topik seperti SEO, media sosial, dan analitik. Jalin kerjasama dengan sekolah untuk mengadakan acara bersama, dan gunakan media sosial untuk mempromosikan acara tersebut. Ini akan mengurangi biaya sambil meningkatkan jangkauan. This study aims to analyze the most effective digital marketing strategies for increasing the number of new students at the Sukma Medan School of Management. The approach used is a qualitative descriptive research method with SWOT, EFAS, and IFAS matrix analysis to identify strengths, weaknesses, opportunities, and threats that influence the implementation of digital marketing strategies. Data was collected through interviews, questionnaires, and company documents. Internal factors that support success include an experienced marketing team and engaging content. The results of this study revealed seven strategic priorities: improve communication strategies on WhatsApp with more engaging and interactive content designs. Evaluate and allocate marketing budgets more efficiently for campaigns that have the greatest impact. Create informative and engaging video content on TikTok and Instagram, encouraging audiences to share it. Regularly update content on the website with interesting information about campus activities. This will help attract prospective students and compete with other campuses. Conducting structured digital marketing training for the marketing team is important to improve their skills. The training should cover topics such as SEO, social media, and analytics. Collaborate with schools to hold joint events and use social media to promote these events. This will reduce costs while increasing reach.
Improving Accuracy and Integration of Budgeting Process with the E-Budget Application
Penyusunan anggaran merupakan kewajiban mendasar PT Perkebunan Nusantara IV sebagai anak perusahaan Badan Usaha Milik Negara (BUMN) sesuai ketentuan Menteri BUMN, yang diwujudkan dalam dokumen Rencana Kerja dan Anggaran Perusahaan (RKAP). RKAP berfungsi sebagai instrumen strategis dalam mengarahkan rencana operasional, alokasi sumber daya finansial, dan proyeksi keuangan tahunan. Dalam praktiknya, penyusunan anggaran manual masih menghadapi tantangan berupa kesalahan perhitungan, inkonsistensi data, keterlambatan penyajian informasi, dan rendahnya transparansi lintas bagian. Sejalan dengan perkembangan teknologi digital, sistem aplikasi e-budget menawarkan alternatif berbasis otomasi dan integrasi data untuk meningkatkan efektivitas proses anggaran. Gladi karya ini bertujuan merancang model e-budget yang ideal bagi PT Perkebunan Nusantara IV melalui pendekatan deskriptif analitis, dengan menelaah kebutuhan sistem, alur proses, serta implikasi penerapannya terhadap kualitas penganggaran. Hasil kajian menunjukkan bahwa pemanfaatan aplikasi e-budget mampu menurunkan tingkat kesalahan perhitungan, mempercepat proses kompilasi dan verifikasi dokumen, meningkatkan transparansi serta integrasi data antarunit kerja, dan mendukung pengambilan keputusan secara lebih responsif dan berbasis informasi. Selain itu, sistem memberikan mekanisme pengawasan anggaran yang lebih terkontrol melalui fitur persetujuan digital dan penelusuran penggunaan anggaran secara real time. Secara keseluruhan, implementasi e-budget berpotensi meningkatkan akurasi, efisiensi, serta akuntabilitas pengelolaan keuangan, sekaligus memperkuat tata kelola dan penciptaan nilai jangka panjang bagi perusahaan. Budget preparation is a mandatory requirement for PT Perkebunan Nusantara IV as a subsidiary of a State-Owned Enterprise (SOE), in accordance with regulations issued by the Ministry of SOEs, and is formalized in the Corporate Work Plan and Budget (RKAP). The RKAP functions as a strategic instrument that outlines operational plans, resource allocation, and yearly financial projections. In practice, manual budgeting still encounters challenges such as calculation errors, data inconsistencies, delayed information flow, and limited transparency across business units. In line with advancing digital transformation, an e-budget application offers an automated and integrated approach to enhance the effectiveness of the budgeting process. This project aims to design an ideal e-budget model for PT Perkebunan Nusantara IV using a descriptive analytical method by examining system requirements, process flows, and the implications of system implementation on budgeting performance. The findings indicate that the application of e-budgeting reduces calculation errors, accelerates document compilation and verification, enhances transparency and data integration between departments, and supports faster data-driven decision-making. Furthermore, the system strengthens budgetary oversight through digital approval controls and real-time tracking of fund utilization. Overall, the implementation of e-budgeting has the potential to improve accuracy, efficiency, and accountability in financial management while reinforcing corporate governance and long-term value creation for the company.
Strategy To Increase Followers and Account Reach Social Media Instagram PT. Bank SUMUT
The rapid advancement of digital technology and Communication has transformed marketing strategies, with social media emerging as a crucial tool for business engagement. Instagram, as one of the most popular platforms, plays a vital role in enhancing brand visibility and customer interaction. This study aims to analyze and develop effective strategies to increase followers and account reach on PT. Bank Sumut’s official Instagram account. The research adopts a mixed-method approach, combining quantitative and qualitative analysis. Quantitative data is gathered from Instagram Insights to examine key metrics such as engagement rate, follower growth, and content reach. Additionally, qualitative Insights are obtained through in-depth interviews with the Bank’s Marketing Communication team and surveys conducted with 100 active followers. The study employs the SOSTAC framework to systematically evaluate the situation, define objectives, formulate strategies, and implement tactics for improving social media performance. Preliminary findings indicate that follower growth and content reach remain suboptimal compared to competitors, despite increased marketing activities. Content quality, audience engagement, and algorithm optimization emerge as critical factors influencing Instagram performance. Strategies such as interactive campaigns, influencer collaborations, and targeted content distribution are identified as effective approaches to enhance visibility and user engagement. This research contributes to digital marketing literature by offering empirical Insights into social media optimization within the banking industry. It also provides practical recommendations for PT. Bank Sumut to enhance its social media strategy, ensuring greater outreach and engagement with potential customers.
The Impact of Employer Brand and Company Reputation on Physician’s Intention to Apply in Healthcare Through Job Preference
Saat ini, fasilitas kesehatan sedang menghadapi persaingan dalam menarik talenta terbaik karena kekurangan tenaga medis profesional potensial di pasar tenaga kerja. Dokter merupakan sumber daya manusia utama dalam mencapai tujuan pengembangan bisnis di fasilitas kesehatan. Untuk menarik niat melamar kerja dokter, perusahaan perlu meningkatkan daya tariknya sehingga fasilitas kesehatan menjadi pilihan tempat kerja yang disukai. Penelitian ini bertujuan untuk mengkaji pengaruh langsung employer brand dan reputasi perusahaan sebagai variabel independen terhadap niat melamar kerja dokter, serta pengaruh tidak langsung dari preferensi pekerjaan sebagai variabel mediasi di PT. Prodia Widyahusada, Tbk. Data dikumpulkan melalui kuesioner yang disebarkan kepada 88 dokter spesialis penyakit dalam di Kota Medan. Pengisian kuesioner dilakukan menggunakan skala Likert dan data yang dikumpulkan dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS) untuk menilai hubungan antar variabel. Hasil studi menunjukkan bahwa employer brand dan reputasi perusahaan secara positif mempengaruhi niat melamar kerja dokter. Selain itu, preferensi pekerjaan secara positif memediasi hubungan antara employer brand, reputasi perusahaan, dan niat melamar kerja. Berdasarkan hasil ini, Prodia harus membangun employer brand yang kuat dan reputasi perusahaan yang positif untuk meningkatkan preferensi pekerjaan dokter, yang pada akhirnya dapat meningkatkan niat untuk melamar kerja. Dengan demikian, Prodia dapat menarik calon dokter potensial yang mampu berkontribusi pada tujuan pengembangan bisnis perusahaan. Healthcare facilities are currently facing competition in attracting top talent due to a shortage of potential medical professionals in the labor market. Physicians are a primary human resource in achieving business development goals within healthcare facilities. To attract potential physicians, companies need to enhance their appeal so that healthcare facilities become a preferred workplace choice. This study aims to examine the direct influence of employer brand and company reputation as independent variables on physicians' job application intentions, as well as the indirect influence of job preferences as a mediating variable in PT. Prodia Widyahusada, Tbk. Data were collected through questionnaires distributed to 88 internal medicine specialists in Medan City. The questionnaires utilized a Likert scale, and the collected data were analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) to assess the relationships between variables. The study results indicate that employer brand and company reputation positively affect physicians' job application intentions. Additionally, job preferences positively mediate the relationship between employer brand, company reputation, and job application intentions. Based on these findings, Prodia must build a strong employer brand and positive company reputation to enhance physicians' job preferences, ultimately increasing their intention to apply for a job. Consequently, Prodia can attract potential physicians who can contribute to the company's business development objectives.
The Impact of Social Media Marketing and Live Streaming on Consumer Purchase Decisions for The Maglenn.Id Brand: The Mediating Role of Customer Engagement
Perkembangan pesat media sosial dan fitur interaktif seperti Live Streaming telah mengubah perilaku belanja konsumen, khususnya di sektor fashion. Pergeseran ini semakin dipercepat oleh kemunculan platform e-commerce dan meningkatnya preferensi konsumen terhadap interaksi langsung dan real-time dengan merek. Bagi usaha mikro, kecil, dan menengah (UMKM) seperti Maglenn.id, Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 140 responden konsumen Maglenn.id. Analisis data dilakukan dengan teknik Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan program SmartPLS 4.0. Hasil penelitian menunjukkan bahwa pemasaran sosial media dan live streaming memiliki pengaruh yang positif dan signifikan terhadap keterlibatan pelanggan, dan bahwa keterlibatan pelanggan memiliki pengaruh yang signifikan terhadap keputusan pelanggan untuk membeli barang. Selain itu, penelitian juga menemukan bahwa pemasaran sosial media dan live streaming memiliki pengaruh langsung terhadap keputusan pelanggan untuk membeli barang. Terbukti bahwa keterlibatan pelanggan berfungsi sebagai variabel mediasi yang memperkuat hubungan antara strategi pemasaran digital dan keputusan pembelian konsumen. Studi ini memberikan implikasi strategis bagi UMKM fashion untuk mengoptimalkan interaksi digital untuk meningkatkan loyalitas pelanggan dan keputusan pembelian mereka. The rapid expansion of social media and interactive features such as Live Streaming has reshaped consumer shopping behavior, particularly in the fashion sector. This shift has been driven by the emergence of e-commerce platforms and the growing preference for real-time relationship between brands and consumers. For micro, small, and medium-sized enterprises (MSMEs) like Maglenn.id This study takes a quantitative approach and uses a survey method with 140 respondents who are Maglenn.id clients. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method via SmartPLS 4.0 software. The results reveal that Social Media Marketing and Live Streaming have a positive and considerable effect on Customer Engagement, which in turn greatly influences purchasing decisions. Customer Engagement is proven to act as a mediating variable that strengthens the relationship between digital marketing strategies and consumer purchasing decisions. This research provides strategic implications for fashion MSMEs to better leverage digital interaction to enhance customer loyalty and purchase behavior.
Analysis of Strategies to Improve Customer Satisfaction and Loyalty at Aster Café Using SWOT Analysis Approach
The café industry has experienced rapid growth in line with the increasing consumption of coffee and changing lifestyles. However, intense competition and ever-evolving consumer demands have pushed business actors, including Aster Cafe, to continuously adapt and improve their business strategies. Aster Cafe is a small-scale café that is unique in its ability to maintain customer loyalty despite being located in a non-strategic area and not fully utilizing digital strategies. This study aims to analyze the internal and external factors that influence customer satisfaction and loyalty, and to formulate relevant and adaptive business strategies for Aster Cafe. This research employs a qualitative approach using a case study method, with data collection techniques including a pre-survey of customers, in-depth interviews, and documentation. The data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by Aster Cafe. Data validity was reinforced through source triangulation from customers, employees, and the business owner. The findings show that Aster Cafe has strengths in product quality, a comfortable café atmosphere, and community collaboration, but faces weaknesses in menu variety, customer service, and digital marketing. Opportunities arise from the growing coffee consumption trend, service digitalization, and high customer loyalty, while threats include fierce competition and shifting consumer preferences. Based on the analysis, four key strategies were formulated: (1) SO strategy by expanding the market through collaboration and customer satisfaction; (2) WO strategy by improving employee training and operational innovation; (3) ST strategy by maintaining quality and local identity to face competitors; and (4) WT strategy by offering incentives and developing human resources. These findings highlight the importance of adaptive and community-based approaches in building customer loyalty in small-scale independent cafés.
Strategy To Improve People’s Business Credit (KUR) At PT Bank Sumut KC Lima Puluh
This study aims to analyze the factors influencing the effectiveness of the People’s Business Credit (KUR) distribution and to formulate strategies for increasing the number of KUR recipients at PT Bank Sumut KC Lima Puluh. The research employs a qualitative descriptive approach, collecting data through semi‑structured interviews, direct observation, and document review. Data analysis follows the Miles and Huberman interactive model, comprising data reduction, presentation, and conclusion drawing. Findings reveal that internal factors, such as human resource quality and competence, application procedure efficiency, and digital infrastructure utilization, critically determine KUR performance. Key external factors include government regulations, macroeconomic conditions, SME financial literacy, and competition from non‑bank financial institutions. SWOT analysis identifies strengths (Bank Sumut’s reputation, subsidized interest rates, microcredit expertise), weaknesses (complex application procedures, limited promotional resources), opportunities (stable local SME growth, digital technology advances, government support), and threats (fintech competition, regulatory changes, global economic uncertainty). Based on SWOT, SO, WO, ST, and WT strategies are formulated, including simplification and digitization of KUR applications; enhancement of human resources and expansion of outreach; leveraging subsidized interest rates to support SME expansion; and providing targeted debtor assistance. Implementing these strategies is expected to accelerate distribution, broaden SME coverage, and mitigate credit risk.
Marketing Mix and Purchase Intention of Pre-Retirement Credit Among Civil Servants (A Case Study at Bank Sumut Medan Coordinator Branch)
This research explores the effects of the seven marketing mix components—Product, Price, Place, Promotion, People, Process, and Physical Evidence—on the purchasing interest of civil servants (ASN) in pre-retirement credit offerings at Bank Sumut's Medan Coordinator Branch. Adopting a quantitative methodology, data from 97 participants were gathered via standardized surveys and evaluated through Partial Least Squares Structural Equation Modeling (PLS-SEM) to verify the model's reliability and validity. The findings demonstrate that Product, Price, Promotion, People, and Physical Evidence have a meaningful and positive impact on purchase intention, whereas Place and Process lack any notable influence, possibly owing to participants' established comfort with prevailing payroll-linked procedures. The study contributes theoretically by reinforcing the applicability of the 7P marketing framework in financial services. Practically, it suggests that Bank Sumut should focus on enhancing product suitability, maintaining competitive interest rates, and improving service professionalism. Moreover, promotional strategies should shift from hard-selling to educational and participatory formats, such as financial literacy programs tailored to ASN approaching retirement. These strategic actions are expected to increase customer engagement and boost the adoption of pre-retirement credit products.
Workforce Recruitment Strategy in Improving the Performance of Management and Development of Education Foundations Al Karomah Berastagi
Sumber daya manusia dalam suatu lembaga pendidikan yang meliputi tenaga kependidikan dan kepala sekolah merupakan salah satu unsur penting yang mampu menjadi pengendali dalam suatu lembaga pendidikan. Penelitian ini bertujuan untuk menganalisis dan menentukan strategi perencanaan tenaga kerja dalam pengelolaan dan pengembangan yayasan pendidikan Al Karomah Berastagi. Jenis penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Teknik pengumpulan data yaitu wawancara, observasi, dan dokumentasi. Analisis SWOT untuk mengidentifikasi dan menganalisis strategi pengembangan yayasan Al Karomah Berastagi, dengan menyusun matriks faktor strategi eksternal, faktor strategi internal, kemudian merumuskan strategi dengan alat yang digunakan untuk menyusun faktor strategi pengembangan dengan matriks SWOT. Hasil penelitian ini memberikan masukan bagi yayasan Al Karomah dalam menyusun dan menentukan strategi perencanaan tenaga kerja melalui analisis kebutuhan dan strategi rekrutmen, pemetaan dan pengembangan keterampilan, rekrutmen yang tepat sasaran, penempatan yang efektif untuk dilaksanakan dalam pengelolaan dan pengembangan mutu pendidikan di Yayasan Al Karomah Berastagi. Human resources in an educational institution that includes educational staff and principals are one of the important elements that are able to become controllers in an educational institution. This study aims to analyze and determine the workforce planning strategy in the management and development of the Al Karomah Berastagi educational foundation. This type of research uses a descriptive method with a qualitative approach. The data used in this study are primary data and secondary data. data collection techniques, namely interviews, observations, and documentation. SWOT analysis to identify and analyze the development strategy of the Al Karomah Berastagi foundation, by compiling a matrix of external and internal strategy factors, then formulating a strategy with the tools used to compile development strategy factors with a SWOT matrix. The results of this study are expected to provide an input for the Al Karomah foundation in compiling and determining workforce planning strategies through analysis of needs and recruitment strategies, mapping and developing skills, targeted recruitment, effective placement to be carried out in the management and development of the quality of education at the Al Karomah Berastagi Foundation.
Evaluation of The Business Process of International to Domestic Passenger Transit Service Facilities at Kualanamu International Airport
This qualitative case study assesses the specialized international-to-domestic transit facilities at Kualanamu International Airport, western Indonesia's key aviation hub, targeting operational efficiency and passenger satisfaction. The multi-method framework includes field observations of passenger flows, semi-structured interviews with seven stakeholder groups (e.g., airport operators, immigration, customs, airlines), SERVQUAL surveys of 58 transit passengers, and Business Process Model and Notation (BPMN) for "as-is" and "to-be" process mapping. These tools probe transit bottlenecks and service quality via SERVQUAL's dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Results highlight striking efficiency advances. Processing times fell from 50 minutes to under 10 minutes, securing an 86.66% improvement through fused screening for immigration, electronic customs declarations, and joint security-customs X-rays. The facility supports up to 150 passengers per operation, chiefly on pilgrimage routes from Saudi Arabia to destinations like Padang and Pekanbaru. SERVQUAL data show solid satisfaction (good to excellent), led by responsiveness (4.4, for swift staff aid) and tangibles (4.1, for hygienic, cozy spaces). Reliability lagged at 3.8, stressing procedural consistency. The facilities streamline services, curbing connection failures and boosting experiences in multi-stakeholder settings. Yet digital fragmentation, visa access barriers, and loose coordination linger. Managerial strategies urge: (1) Real-time digital tools for data alignment and pre-transit apps to hasten flows; (2) In-facility banking for easy visas; (3) Endorsed SOPs and SLAs to normalize and scale to commercial flights. These steps fortify Kualanamu's hub role, lure airlines, spur tourism, and guide optimization in developing airports, driving aviation sustainability.
The Use of Activity-Based Management Methods in the Multipurpose Loan Disbursement Process to Improve Cost fficiency at Bank Sumut: A Case Study of Ngumban Surbakti Branch
Kredit Multiguna (KMG) Bank Sumut merupakan sumber pendapatan yang signifikan, namun inefisiensi dalam prosesnya telah meningkatkan biaya operasional dan mengurangi keuntungan. Data keuangan dari tahun 2020 hingga 2024 menunjukkan pendapatan dan pengeluaran yang tidak konsisten, yang mengindikasikan perlunya peningkatan strategi manajemen biaya. Studi ini meneliti bagaimana Activity-Based Management (ABM) dapat diterapkan sebagai pendekatan untuk meningkatkan efisiensi biaya proses pemberian Kredit Multiguna (KMG), sehingga mampu mengurangi biaya, meningkatkan efisiensi operasional sekaligus dapat meningkatkan profitabilitas. Studi ini menggunakan metode studi kasus deskriptif untuk menganalisis implementasi ABM dalam proses pemberian KMG di cabang Ngumban Surbakti dengan melakukan observasi langsung, wawancara mendalam dengan karyawan yang terlibat dan mengumpulkan dokumen berupa laporan keuangan untuk memberikan analisis mendalam tentang hubungan antara aktivitas, sumber daya dan biaya. Studi ini berhasil mengurangi biaya proses pinjaman KMG sebesar Rp 1.718.020.123 atau sebesar 9,76% melalui implementasi ABM, yang mengakibatkan penurunan total biaya aktivitas dari Rp 17.594.775.452 menjadi Rp 15.876.755.329. Dengan memanfaatkan ABM, bank dapat meningkatkan efisiensi biaya dan daya saing sekaligus mempertahankan kualitas layanan. Hal ini mencakup penghapusan peran yang tumpang tindih, konsolidasi verifikasi data dan pengalokasian kembali sumber daya untuk meningkatkan efisiensi alur kerja dan manajemen biaya operasional. Bank Sumut's Multipurpose Loan (KMG) is a significant source of revenue; however, inefficiencies in its process have increased operational expenses and reduced profits. Financial data shows that from 2020 to 2024, revenue and expenses are inconsistent, indicating the need for improved cost management strategies. This study examines how Activity-Based Management (ABM) can be applied as an approach to improve the cost efficiency of the Multipurpose Loan (KMG) process, thereby reducing costs, enhancing operational efficiency, and increasing profitability. This study uses a descriptive case study method to analyse the implementation of ABM in the KMG lending process at the Ngumban Surbakti branch by conducting direct observations, in-depth interviews with the employees involved, and collecting documents in the form of financial reports to provide an in-depth analysis of the relationship between activities, resources, and costs. This study successfully reduced KMG's lending process costs by IDR 1,718,020,123 or (9.76%) through ABM implementation, resulting in a decrease in total activity costs from IDR 17,594,775,452 to IDR 15,876,755,329. By utilising ABM, they can enhance cost efficiency and competitiveness while maintaining service quality. This involves eliminating duplicate roles, consolidating data verification, and reallocating resources to improve workflow efficiency and operational cost management.
Analysis Of Brand Image Strengthening Strategy to Enhance The Competitiveness of PT Eleanor Mandiri Indonesia In The Manufacturing Industry
In the increasingly competitive era of the manufacturing industry, brand image has become a strategic factor in enhancing a company’s competitiveness. PT Eleanor Mandiri Indonesia, a company operating in the production of laboratory equipment, civil tools, and spare parts, faces the challenge of weak brand recognition in the market. This study aims to analyze brand image strengthening strategies to improve competitiveness and expand the company's market share. This research uses a qualitative approach with a case study design. Data collection techniques include in-depth interviews, Focus Group Discussions (FGD), and questionnaire distribution. The collected data were analyzed using SWOT analysis to identify the strengths, weaknesses, opportunities, and threats affecting the company’s brand position. The findings show that PT Eleanor Mandiri Indonesia possesses strengths in product quality and the competence of its sales team, as well as opportunities through the use of digitalization and social media. However, the company still faces weaknesses in brand awareness and promotional efficiency, along with threats from price competition and market fluctuations. Based on the SWOT analysis, four key strategies were formulated: (1) optimizing product quality through digital promotion, (2) consistent branding campaigns via social media, (3) strengthening brand narratives to face price competition, and (4) rebranding and continuous brand communication.
The Impact of Training and Workload On Performance Through Organizational Commitment of Productive Account Officers at PT Bank Sumut Region I
This study investigates how training and workload affect employee performance through the mediating role of organizational commitment among Productive Account Officers (AOs) at PT. Bank Sumut Region I. Using a quantitative approach with Structural Equation Modeling-Partial Least Squares (SEM-PLS), data were collected from all 41 productive AOs using a saturated sampling method. Results show that training positively and significantly influences both performance (β = 0.352, t = 3.89, p < 0.001) and organizational commitment (β = 0.421, t = 4.01, p < 0.001), while workload has a negative and significant effect on both (β = –0.289, t = 3.47, p = 0.001). Organizational commitment also significantly affects performance (β = 0.388, t = 3.74, p < 0.001) and partially mediates the effects of training and workload. These findings suggest that effective training and balanced workload management can enhance employee performance by fostering higher organizational commitment. Practically, PT. Bank Sumut should optimize training modules to align with workload distribution and promote affective attachment to the organization. The study contributes to HRM literature by providing empirical evidence of mediation mechanisms linking capability development, job stressors, and performance outcomes. Future research may apply longitudinal and comparative designs across multiple branches to extend generalizability.
Evaluation Of Customer Loyalty and Satisfaction On Mobile Banking Users at PT Bank Sumut KCP Kampung Baru
The importance of user satisfaction in the context of digital banking services for regional banks in Indonesia is increasingly evident. One example is Bank Sumut, which has implemented the sumut.mobile application, although the growth of its market share has not yet shown significant results. At Bank Sumut KCP Kampung Baru, however, market share has been gradually increasing from day to day, even though it still lags behind other KCP branches. The purpose of this study is to evaluate the level of customer loyalty and satisfaction using the End User Computing Satisfaction model among mobile banking users at PT Bank Sumut KCP Kampung Baru. The data collected in this study consists of both primary and secondary data, obtained through data collection instruments such as questionnaires, interviews, and documentation studies. The sample of this research consists of 140 respondents. This study employs quantitative data analysis using the Partial Least Square (PLS) method. The analysis results indicate that Content and Timeliness have a significant positive effect on customer loyalty, while Accuracy also has a significant effect on customer satisfaction. On the other hand, Format and Ease of Use do not have a significant effect on either loyalty or satisfaction. Customer loyalty is proven to have a significant effect on customer satisfaction and serves as an intervening variable that strengthens the effect of Content and Timeliness on customer satisfaction. However, loyalty does not significantly mediate the effect of Accuracy, Format, and Ease of Use on customer satisfaction. Overall, Content and Timeliness are the main factors that can drive improvements in customer loyalty and satisfaction, both directly and indirectly through loyalty as a mediator.
Sustainable Strategy Planning in the Property Industry at PT. Mitra Rajamor Prima
Artikel ini mengembangkan rencana strategis berkelanjutan berbasis data untuk PT. Mitra Rajamor Prima (MRP), pengembang properti skala menengah di Sumatera Utara, Indonesia. Dengan mengintegrasikan Resource-Based View (RBV), PESTEL, evaluasi faktor internal-eksternal (IFE/EFE), analisis SWOT, matriks IE, dan QSPM, penelitian memberikan kerangka pengambilan keputusan yang komprehensif. Data primer dikumpulkan dari 30 responden purposive (manajemen, karyawan, konsumen, dan mitra perbankan) dan ditrianggulasi dengan dokumen perusahaan. Hasil menunjukkan skor IFE 3,69 dan EFE 3,72, menempatkan MRP pada kuadran Grow & Build. Ringkasan QSPM menunjukkan prioritas strategi: eco-branding & ESG alignment, inovasi perumahan hijau yang terjangkau, dan pemasaran digital berbasis VR/BIM. Kontribusi artikel ini adalah template metodologis yang aplikatif bagi pengembang skala menengah. This paper develops a data-driven, sustainable strategic plan for PT. Mitra Rajamor Prima (MRP), a medium-scale property developer operating in North Sumatra, Indonesia. Combining Resource-Based View (RBV), PESTEL scanning, Internal and External Factor Evaluation (IFE/EFE), SWOT synthesis, IE matrix positioning, and Quantitative Strategic Planning Matrix (QSPM) prioritization, the study provides a comprehensive decision framework. Primary data were collected from 30 purposively selected respondents (management, employees, customers, and banking partners) and triangulated with company documents. Results show an IFE score of 3.69 and an EFE score of 3.72, placing MRP in the Grow & Build quadrant. QSPM ranking (summary) identifies eco-branding and ESG alignment, affordable green housing innovation, and digital marketing (VR/BIM-enabled) as top priorities. The paper contributes an applied methodological template for medium-sized developers and offers actionable operational recommendations for implementing sustainable projects.
Analysis of the Influence of Service Quality and Hospital Image Through Patient Satisfaction on Word of Mouth at the Universitas Sumatera Utara Dental Hospital
Word Of Mouth merupakan komponen penting dalam pemasaran layanan kesehatan, yang secara signifikan memengaruhi proses pengambilan keputusan pasien. Penelitian ini menyelidiki pengaruh Service Quality dan Hospital Image terhadap Word Of Mouth, yang dimediasi oleh Patient Satisfaction, di Rumah Sakit Gigi Universitas Sumatera Utara. Berbeda dengan penelitian sebelumnya yang menganalisis faktor-faktor ini secara terpisah, penelitian ini mengintegrasikannya ke dalam satu model, yang menawarkan pemahaman yang lebih komprehensif tentang hubungan timbal baliknya. Metode kuantitatif digunakan, yang melibatkan 100 pasien yang menanggapi kuesioner terstruktur. Pemodelan Persamaan Struktural (SEM) menggunakan SmartPLS digunakan untuk memeriksa hubungan yang diusulkan. Hasilnya mengungkapkan bahwa Service Quality dan Hospital Image memiliki pengaruh yang signifikan terhadap Patient Satisfaction. Lebih jauh, Patient Satisfaction sebagian memediasi hubungan antara variabel-variabel ini dan Word of Mouth. Temuan ini menunjukkan bahwa peningkatan kualitas layanan dan mempertahankan citra rumah sakit yang kuat tidak hanya meningkatkan kepuasan pasien tetapi juga meningkatkan potensi rekomendasi dari mulut ke mulut yang positif. Hasilnya menawarkan wawasan strategis bagi manajemen layanan kesehatan yang bertujuan untuk membangun loyalitas dan memperkuat reputasi institusi. Word Of Mouth is a crucial component in healthcare marketing, significantly influencing patients' decision-making processes. This study investigates the influence of Service Quality and Hospital Image on Word Of Mouth, mediated by Patient Satisfaction, at the Universitas Sumatera Utara Dental Hospital. In contrast to previous studies that analyzed these factors separately, this research integrates them into a single model, offering a more comprehensive understanding of their interrelationships. A quantitative method was employed, involving 100 patients who responded to structured questionnaires. Structural Equation Modeling (SEM) using SmartPLS was utilized to examine the proposed relationships. The results reveal that both Service Quality and Hospital Image have a significant effect on Patient Satisfaction. Furthermore, Patient Satisfaction partially mediates the relationship between these variables and Word of Mouth. These findings suggest that enhancing Service Quality and maintaining a strong Hospital Image not only improves Patient Satisfaction but also increases the potential for positive word-of-mouth recommendations. The results offer strategic insights for healthcare management aiming to build loyalty and strengthen institutional reputation.
Strategy to Improve Customer Loyalty Sumut Limk in an Effort to Improve Fee-Based Income of PT Bank Sumut
The development of branchless banking / Sumut link services relies on agents who act as the spearhead in banking services to customers or the public in general. These agents directly target customers at the most basic level in society. They market and serve all banking transaction features available on the application. Marketing Strategy and Product Quality will be factors in the success of branchless banking. Marketing Strategy and Product Quality are essential elements that influence agents in marketing or using Sumut Link. This research paper investigates Strategy To Improve Customer Loyalty Using Sumut Link In An Effort To Improve Fee-Based Income Of Pt Bank Sumut. This study uses a quantitative survey, with a population of all Sumut Link agents. The sample used is an active agent who is willing to be a respondent. The sample in this study was taken using the non-probability sampling method. The analysis was carried out using the bootstrapping method with SmartPLS 4.0. The results of the study show that marketing strategy has an influence on Satisfaaction and Loyalty with a p-value < 0.05. Product quality only affects Satisfaaction but does not affect Loyalty with a p-value of 0.915. Satisfaaction does not significantly mediate the indirect effect of product quality on Loyalty with a path coefficient (0.172) and p-value (0.051). Satisfaaction significantly mediates the indirect effect of product quality on Loyalty with a path coefficient (0.161) and p-value (0.025), with a structural level classified as a moderate influence (upsilon v = 0.026).
Comprehensive Analysis of Enterprise Resource Planning System Implementation and Its Impact on Business Performance of Batik MSMEs in Medan City
Kemajuan teknologi mendorong Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mengadopsi sistem Perencanaan Sumber Daya Perusahaan guna meningkatkan efisiensi dan daya saing. Namun, UMKM Batik di Kota Medan masih menghadapi tantangan seperti keterbatasan informasi, kesiapan sumber daya manusia, dan manajemen persediaan yang lemah. Studi ini menganalisis dampak implementasi ERP terhadap kinerja bisnis UMKM Batik, dengan fokus pada integrasi proses pembelian, produksi, penjualan, dan persediaan. Menggunakan desain eksperimental dengan sistem ERP berbasis Odoo, data dikumpulkan melalui observasi, wawancara, dan kuesioner, kemudian diuji validitas dan reliabilitasnya. Hasil menunjukkan bahwa sebagian besar UMKM Batik masih mengandalkan proses manual, yang menyebabkan ketidakefisienan dalam pencatatan stok, transaksi, dan pengambilan keputusan. Pasca implementasi, ERP secara signifikan meningkatkan akurasi stok (dari 75% menjadi 96%), mengurangi waktu pengambilan keputusan (dari lebih dari satu hari menjadi kurang dari satu jam), dan meningkatkan pemenuhan pesanan tepat waktu (dari 65% menjadi 95%). Orientasi kewirausahaan, inovasi, proaktif, dan pengambilan risiko ditemukan sebagai faktor kritis dalam adopsi ERP yang sukses. Secara keseluruhan, implementasi ERP mengorganisir proses bisnis, meningkatkan produktivitas, dan memperkuat daya saing. Digitalisasi melalui ERP oleh karena itu direkomendasikan sebagai inovasi strategis bagi UMKM untuk mengatasi ketidakefisienan operasional dan berkembang di pasar yang semakin kompetitif. Technological advancements encourage Micro, Small, and Medium Enterprises (MSMEs) to adopt Enterprise Resource Planning (ERP) systems to enhance efficiency and competitiveness. However, Batik MSMEs in Medan City still face challenges such as limited information, human resource readiness, and weak inventory management. This study analyzes the impact of ERP implementation on Batik MSMEs’ business performance, focusing on the integration of purchasing, production, sales, and inventory processes. Using an experimental design with an Odoo-based ERP system, data were collected through observations, interviews, and questionnaires, then tested for validity and reliability. Results reveal that most Batik MSMEs continue to rely on manual processes, leading to inefficiencies in stock recording, transactions, and decision-making. Post-implementation, ERP significantly improved stock accuracy (from 75% to 96%), reduced decision-making time (from more than one day to less than one hour), and increased on-time order fulfillment (from 65% to 95%). Entrepreneurial orientation—innovation, proactiveness, and risk-taking—was found to be a critical factor in successful ERP adoption. Overall, ERP implementation structured business processes, enhanced productivity, and strengthened competitiveness. Digitalization through ERP is therefore recommended as a strategic innovation for MSMEs to overcome operational inefficiencies and thrive in increasingly competitive markets.
Innovative Business Development Strategy Through Swot Analysis And Business Model Canvas At PT Bintang Petani Agro Mandiri
The overall development of Indonesia's economy after the 2019 COVID-19 pandemic has shown significant improvement, marked by steady GDP growth and the rapid expansion of trade businesses. One prominent sector is the sale of fertilizers and pesticides, where increasing numbers of players have intensified competition. As an established distributor, PT Bintang Petani Agro Mandiri (PT BPAM) must develop new and appropriate business strategies to remain competitive by maximizing strengths, leveraging opportunities, and minimizing weaknesses amid rising threats. This study aims to identify and understand the internal and external factors affecting PT BPAM’s performance, determine the most suitable business strategies to enhance company performance and revenue, and design an effective Business Model Canvas (BMC) for the company. The research applies a SWOT analysis approach by identifying indicators of strengths, weaknesses, opportunities, and threats faced by PT BPAM. Each indicator is assigned a weight and score to calculate its weighted value, with the combination of internal and external variables guiding the selection of the optimal strategy. Despite high competition, the company remains resilient. The SWOT results indicate that PT BPAM should adopt a “hold and maintain” strategy, emphasizing SO (Strengths-Opportunities) approaches. This positions the company to dominate the market through a combination of market development and market penetration strategies. The corresponding Business Model Canvas includes the nine building blocks: customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The novelty of this study lies in the integrated application of SWOT analysis with the Business Model Canvas, tailored specifically for post-pandemic agricultural input distributors in Indonesia, addressing gaps in supply chain resilience and strategic implementation in emerging agribusiness contexts.
Strategy to Improve Employee Performances through Strengthening Work Culture via The Service Standards Program at PT. Bank SUMUT
Organizational performance improvement is strongly influenced by the extent to which employees internalize work culture and comply with formalized service standards. This study examined the effect of strengthening organizational work culture and implementing standardized service procedures on employee performance at PT Bank Sumut. The research adopts a descriptive quantitative approach involving 126 employees selected through purposive sampling. Data were collected using a structured questionnaire based on dimensions of organizational culture and service excellence principles. The analytical method used is multiple linear regression. The findings indicate that strengthening work culture has a positive and significant effect on employee performance (β = 0.421, p < 0.05), and implementation of service standards also shows a positive and significant effect (β = 0.387, p < 0.05). Simultaneously, both variables contribute to an adjusted R² value of 0.582, meaning 58.2% of the variation in employee performance can be explained by improvements in work culture and service standards. The study concludes that the alignment of organizational culture with service standardization creates behavioral consistency and performance accountability. The implications highlight the necessity of leadership involvement, regular competency development, continuous evaluation, and reward systems aligned with service compliance. Future research may explore longitudinal effects or comparisons across public and private financial institutions. This study extends organizational culture theory in a regional banking context.
A Qualitative Study On Employee Engagement Development To Improve Ao Performance At Pr. Bank Sumut Region 1
Amid a marked decline in Account Officer (AO) performance at PT. Bank Sumut Region 1, evidenced by Key Performance Indicator (KPI) data showing exemplary performers dropping from 121 to 100 employees (2021-2023) and underperformers rising from 5 to 23, alongside AO target non-achievement escalating from 74% to 80%, this qualitative descriptive study, grounded in the Job Demands-Resources (JD-R) model Bakker in [4] and Kahn's in [10] engagement theory, investigates employee engagement as a pivotal mediator. Objectives are to: (1) evaluate the implementation of AO engagement programs, and (2) identify strategies for its development to enhance performance. Data were collected via semi-structured interviews with six purposively selected AOs, observations, documentation, and literature reviews. Findings reveal suboptimal engagement across leadership, training, career development, remuneration, and policies, driven by resource deficiencies that erode motivation and belonging, correlating with persistent KPI shortfalls. Evidence indicates that an emotional approach, fostering spaces for idea-sharing, creativity, and aspiration fulfillment, could cultivate vigor, dedication, and absorption, thereby addressing these gaps and improving outcomes in Indonesian banking contexts.