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.
Building Sustainable Tourism in the Serayu Motion Dam Area: A Strategic Review through SWOT Analysis
Kawasan Bendungan Gerak Serayu sedang mengalami transformasi untuk meningkatkan efisiensi sumber daya dan kesehatan masyarakat dengan mengurangi dampak lingkungan. Hal ini mencakup penerapan model ekonomi hijau, yang meliputi investasi sumber daya dan pengurangan emisi untuk mencegah kerusakan ekologi. Pariwisata berkelanjutan sangat penting untuk melestarikan warisan budaya komunitas lokal sambil mengatasi tantangan lingkungan. Petani di wilayah ini meningkatkan perekonomian keluarga mereka dengan memanfaatkan pranoto mongso dan meningkatkan pendapatan melalui pengelolaan pariwisata. Studi ini bertujuan untuk mengidentifikasi inisiatif pariwisata berkelanjutan di kawasan Bendungan Serayu Motion menggunakan analisis SWOT. Hasil skor IFE menunjukkan bahwa kekuatan wilayah ini meliputi keindahan alam yang unik, perannya ganda sebagai pengelola air dan pembangkit listrik, serta potensi untuk ekowisata. Kelemahan utama adalah manajemen yang kurang memadai, sedangkan peluang utama terletak pada peningkatan infrastruktur transportasi. Kekhawatiran utama adalah persaingan dari destinasi pariwisata alternatif. Situs pariwisata Bendungan Serayu terletak di kuadran V, menunjukkan posisi organisasional yang moderat dengan pendekatan “Hold and Maintain”. Strategi yang dirumuskan dari analisis SWOT mencakup integrasi aset budaya lokal dengan inisiatif pariwisata berkelanjutan, memanfaatkan dukungan pemerintah untuk meningkatkan infrastruktur, memperkuat sistem pendukung pariwisata, mengadvokasi keberlanjutan melalui pendidikan dan pelatihan, bersaing dengan resor pesaing, dan memperbaiki manajemen bidang profesional untuk mengurangi dampak lingkungan. The Serayu Motion Dam area is being transformed to enhance resource efficiency and public health by mitigating environmental concerns. This entails the implementation of a green economy model, encompassing resource investment and emission reduction to avert ecological damage. Sustainable tourism is essential for preserving the cultural heritage of the local community while addressing environmental challenges. Farmers in the region are augmenting their family economies by utilising pranoto mongso and increasing income through tourism management. This study seeks to identify sustainable tourism initiatives in the Serayu Motion Dam area utilising a SWOT analysis. The IFE score results indicate that the region's strengths encompass distinctive natural beauty, its dual role as a water manager and power plant, and potential for ecotourism. The principal deficit is insufficient management, whereas the principal opportunity is in enhancing transportation infrastructure. The primary concern is competition from alternative tourism destinations. The Serayu Dam tourism site is situated in quadrant V, indicating a modest organisational position characterised by a Hold and Maintain approach. The strategies formulated from the SWOT analysis encompass the integration of local cultural assets with sustainable tourism initiatives, utilising governmental support to improve infrastructure, augmenting tourism support systems, advocating for sustainability through education and training, competing with rival resorts, and refining professional domain management to alleviate environmental impacts.
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Impact of Organisational Climate and Training on Employee Performance Through Innovative Work Behaviour at North Sumatera Manpower Office
Dinas Ketenagakerjaan Provinsi Sumatera Utara memiliki peran penting dalam mengatasi tantangan sumber daya manusia; oleh karena itu, penting bagi instansi tersebut untuk memberikan pelayanan yang optimal. Analisis dilakukan menggunakan Smart-PLS untuk memahami indikator-indikator yang dipengaruhi oleh variabel-variabel penelitian. Penelitian kuantitatif ini menggunakan desain deskriptif korelasional yang bertujuan untuk menguji hipotesis serta mengevaluasi pengaruh iklim organisasi, pelatihan pegawai, dan innovative work behaviour (IWB) atau perilaku kerja inovatif sebagai variabel mediasi terhadap kinerja pegawai. Sampel dalam penelitian ini terdiri dari 93 pegawai yang dipilih menggunakan teknik sampling jenuh. Data dikumpulkan melalui penyebaran kuesioner, wawancara mendalam dengan partisipan, serta analisis dokumen. Hasil penelitian menunjukkan bahwa iklim organisasi merupakan faktor penting yang berpengaruh positif terhadap peningkatan kinerja pegawai. Selain itu, pelatihan pegawai juga berpengaruh positif dan signifikan terhadap kinerja pegawai. Selanjutnya, iklim organisasi mendorong terbentuknya perilaku kerja inovatif, sehingga dianggap sebagai faktor yang positif dan signifikan. Demikian pula, pelatihan pegawai berkontribusi terhadap perilaku kerja inovatif dan juga dinilai sebagai faktor yang positif dan signifikan. Perilaku kerja inovatif merupakan faktor positif dan signifikan dalam meningkatkan kinerja pegawai. Iklim organisasi juga menjadi faktor positif dan signifikan dalam meningkatkan kinerja pegawai melalui perilaku kerja inovatif sebagai variabel intervening. Selain itu, pelatihan pegawai menjadi faktor positif dan signifikan dalam meningkatkan kinerja pegawai melalui perilaku kerja inovatif sebagai variabel intervening. The North Sumatera Provincial Manpower Office plays an important role in addressing human resource challenges; therefore, it is essential for the office to provide optimal service. An analysis was conducted using Smart-PLS to understand the indicators affected by its variables. This quantitative research employed a correlational descriptive design, aimed at testing the hypothesis and evaluating the impact of organisational climate, employee training, and innovative work behaviour (IWB), which serves as a mediating variable, on staff performance. The sample of the study comprised 93 employees selected using the saturated sampling technique. Data were gathered by distributing questionnaires, conducting in-depth interviews with the participants, and analysing documents. The findings indicate that organisational climate is an important and positive factor in the improvement of employee performance. Additionally, employee training positively and significantly impact employee performance. Furthermore, organisational climate facilitates IWB and is thus considered a positive and significant factor. Similarly, employee training contributes to IWB and is also regarded as a positive and significant factor. IWB is a positive and significant factor in enhancing employee performance. organisational climate is a positive and significant factor in improving employee performance through IWB acting as an intervening variable. Moreover, employee training is a positive and significant factor in enhancing employee performance as a result of IWB acting as an intervening variable.
Redesigning The Stages of The Procurement Process for Goods and Services with a Risk Mitigation Approach
Salah satu upaya meningkatkan kesejahteraan masyarakat dan daya saing bangsa adalah dengan mewujudkan pengadaan barang dan jasa yang menghasilkan value for money. Untuk mencapai hal tersebut maka diperlukan tahapan proses pengadaan barang dan jasa guna mewujudkan transparansi dan akuntabilitas dengan pendekatan mitigasi risiko. Namun, berbagai risiko dapat muncul dalam setiap tahapan proses pengadaan barang dan jasa, yang berpotensi menghambat kelancaran pengadaan barang dan jasa. Penelitian ini bertujuan untuk merancang ulang tahapan proses pengadaan barang dan jasa dengan pendekatan mitigasi risiko, guna meningkatkan efisiensi, efektivitas, dan meminimalkan potensi lainnya. Metode penelitian yang digunakan adalah pendekatan kualitatif melalui wawancara mendalam dengan pihak-pihak terkait, observasi langsung, dan analisis dokumen. Identifikasi risiko dilakukan dengan pemangku kepentingan, serta analisis dokumen terkait yang dilanjutkan dengan perancangan ulang tahapan proses pengadaan barang dan jasa dengan pendekatan mitigasi risiko. Dengan perancangan ulang ini, diharapkan pelaku pengadaan dapat mengoptimalkan proses pengadaan barang dan jasa serta mengurangi potensi risiko. Hasil penelitian menunjukkan bahwa terdapat beberapa risiko signifikan dalam proses pengadaan barang dan jasa selama ini, Perancangan ulang tahapan proses pengadaan dengan pendekatan mitigasi risiko berhasil mengidentifikasi dan meminimalkan risiko-risiko tersebut. Implementasi perancangan ulang ini diharapkan dapat meningkatkan efisiensi dan efektivitas proses pengadaan, serta mengurangi risiko bagi pelaku pengadaaan. Penelitian ini juga memberikan rekomendasi strategis bagi organisasi dalam menyusun kebijakan pengadaan yang lebih adaptif dan responsif terhadap risiko. One of the efforts to improve public welfare and national competitiveness is to realize the procurement of goods and services that produce value for money. To achieve this, stages of the procurement process of goods and services are needed to realize transparency and accountability with a risk mitigation approach. However, various risks can arise at each stage of the procurement process of goods and services, which have the potential to hinder the smooth procurement of goods and services. This study aims to redesign the stages of the procurement process of goods and services with a risk mitigation approach, in order to increase efficiency, effectiveness, and minimize other potentials. The research method used is a qualitative approach through in-depth interviews with related parties, direct observation, and document analysis. Risk identification is carried out with stakeholders, as well as analysis of related documents which is continued with the redesign of the stages of the procurement process of goods and services with a risk mitigation approach. With this redesign, it is hoped that procurement actors can optimize the procurement process of goods and services and reduce potential risks. The results of the study indicate that there are several significant risks in the procurement process of goods and services so far. The redesign of the stages of the procurement process with a risk mitigation approach has succeeded in identifying and minimizing these risks. The implementation of this redesign is expected to improve the efficiency and effectiveness of the procurement process, as well as reduce risks for procurement actors. This study also provides strategic recommendations for organizations in developing procurement policies that are more adaptive and responsive to risk.
Implementation of the Knowledge Management System On Portal DAPENBUN Within the Environment of Dana Pensiun Perkebunan
This study aims to evaluate the implementation of the DAPENBUN Portal as a Knowledge Management System (KMS) within Dana Pensiun Perkebunan, a non-bank financial institution managing pension funds. The organization faces challenges in disseminating and internalizing procedural knowledge, despite having a digital portal designed to centralize key documents and regulations. Using a mixed-method approach and the System Development Life Cycle (SDLC) framework, this research involved surveys of 135 employees, interviews with key stakeholders, and analysis of internal documents. The findings reveal that the portal has contributed to improved access to organizational knowledge, reduced procedural violations, and enhanced collaboration across departments. However, usage levels vary across units, and some resistance remains due to a lack of digital literacy and system notifications. The study contributes to the literature on knowledge systems in the public pension sector and offers practical recommendations for system enhancement, including feature development, KPI integration, and user training. The results emphasize that successful KMS adoption relies not only on technology, but also on cultural and organizational readiness.
Implementation Strategy of Safety Culture in the Technical Service Division of PT PLN (Persero) ULP Pancur Batu
Penelitian ini bertujuan untuk menganalisis strategi implementasi budaya keselamatan kerja di bidang pelayanan teknik PT PLN (Persero) ULP Pancur Batu guna mendorong kepatuhan karyawan terhadap prosedur operasional standar (SOP) dan menciptakan lingkungan kerja yang lebih aman. Meskipun perusahaan mencatat nihil kecelakaan kerja sejak 2020, angka Unsafe actions oleh teknisi tetap tinggi, yang mengindikasikan perlunya penguatan budaya keselamatan. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung, dan kajian dokumen. Analisis data dilakukan menggunakan teknik SOAR (Strengths, Opportunities, Aspirations, Results), yang berfokus pada kekuatan internal dan peluang eksternal untuk merumuskan strategi positif dan terarah. Hasil penelitian menunjukkan bahwa komitmen manajemen, komunikasi antar pekerja, serta keterlibatan aktif teknisi sangat menentukan keberhasilan budaya keselamatan kerja. Strategi yang efektif meliputi penguatan pelatihan rutin, penegakan disiplin, penghargaan bagi karyawan yang patuh terhadap SOP, serta pemanfaatan teknologi untuk pemantauan keselamatan. Penelitian ini merekomendasikan pengintegrasian nilai-nilai budaya keselamatan ke dalam sistem kerja harian untuk mencegah tindakan tidak aman dan mendukung keberlanjutan keselamatan kerja di masa depan. This study aims to formulate an implementation strategy for occupational safety culture in the technical service division of PT PLN (Persero) ULP Pancur Batu. Although the company has recorded zero occupational accidents since 2020, internal reports indicate a relatively high number of unsafe actions, suggesting the need to strengthen behavioral safety practices. This research employed a qualitative descriptive approach using in-depth interviews, direct observation, and document analysis. Data were analyzed using the SOAR (Strengths, Opportunities, Aspirations, Results) framework to identify strategic priorities oriented toward continuous improvement. The findings show that strong management commitment, structured safety training, effective communication, and digital safety monitoring systems are key organizational strengths. Opportunities include supportive government regulations and rapid technological development in occupational safety systems. The proposed strategies emphasize practice-based safety training, optimization of the Inspekta digital reporting application, reinforcement of safety leadership, and implementation of reward-based safety performance systems. These strategies are expected to reduce unsafe actions and support the development of a sustainable safety culture in technical service operations.
Instagram Content Marketing Strategy to Increase Sales on the Shopee E-Commerce Platform (A Case Study on USU-Assisted MSME: Hael Beaute)
Penelitian ini mengkaji penggunaan strategi pemasaran konten Instagram untuk meningkatkan penjualan di platform e-commerce Shopee, dengan studi kasus pada Hael Beaute, sebuah UMKM binaan USU di sektor kecantikan Indonesia. Penelitian ini berfokus pada menurunnya keterlibatan pelanggan di Instagram. Masalah ini terus berlangsung meskipun Hael Beaute memiliki jumlah pengikut yang besar (lebih dari 25.000) dan kinerja penjualan yang tidak konsisten antara Oktober 2024 hingga Januari 2025. Tujuan dari penelitian ini adalah untuk menganalisis strategi pemasaran konten Instagram yang telah diterapkan, mengidentifikasi tantangannya, serta mengusulkan perbaikan optimal guna meningkatkan keterlibatan audiens dan mendorong konversi penjualan di Shopee. Penelitian ini menggunakan pendekatan studi kasus kualitatif, dengan metode wawancara mendalam bersama tim manajemen Hael Beaute dan analisis tematik untuk meninjau strategi konten yang berjalan saat ini. Kerangka kerja SOAR (Strengths, Opportunities, Aspirations, Results) digunakan untuk merumuskan rekomendasi strategis. Data transaksi penjualan dan metrik keterlibatan Instagram dianalisis secara triangulatif untuk memvalidasi temuan. Hasil penelitian menunjukkan bahwa strategi pemasaran Instagram Hael Beaute sangat bergantung pada strategi organik dengan frekuensi unggahan yang terbatas. Tidak adanya penjadwalan konten yang konsisten turut menyebabkan penurunan keterlibatan sebesar 96% antara Desember 2024 hingga Februari 2025. Optimalisasi yang diusulkan meliputi penggunaan kalender konten yang terstruktur, format konten yang menarik seperti Reels dan Stories, peningkatan desain ajakan bertindak (call-to-action), kolaborasi dengan mikro-influencer, serta strategi promosi berbayar. Pemasaran konten Instagram yang sistematis dan disesuaikan dengan tujuan audiens yang spesifik dapat menjadikan Instagram sebagai saluran penjualan yang efektif bagi UMKM seperti Hael Beaute. This study examines use of Instagram content marketing strategies to increase sales on the Shopee e-commerce platform, with a case study of Hael Beaute, a USU-assisted MSME in Indonesia's beauty sector. The research focuses on declining customer engagement on Instagram.This issue persists despite Hael Beaute’s large follower base (over 25,000) and inconsistent sales performance between October 2024 and January 2025. The purpose of this research is to analyze the existing Instagram content marketing strategy, identify its challenges, and propose optimal improvements to enhance engagement and drive conversion on Shopee. This research employs a qualitative case study approach, using in-depth interviews with Hael Beaute’s management team and thematic analysis to examine current content strategies. The SOAR framework (Strengths, Opportunities, Aspirations, Results) was used to identify strategic recommendations. Data on sales transactions and Instagram engagement metrics were triangulated to validate findings.The results reveal that Hael Beaute’s Instagram marketing relied heavily on organic strategies with limited posting frequency. It lacked consistent scheduling, which contributed to a 96% drop in engagement between December 2024 and February 2025. Proposed optimizations include structured content calendars, use of engaging formats like Reels and Stories, improved call-to-action design, collaboration with micro-influencers, and paid amplification strategies. Systematic Instagram content marketing, when tailored to specific audience goals, can transform Instagram into an effective sales funnel for MSMEs like Hael Beaute.
Analysis of Digital Marketing Strategy, Service Quality, and Brand Image on Repurchase Decisions for Make Over Products at House Beauty & Perfume Store, Langsa City, Aceh
Dengan Latar belakang yang menunjukkan strategi pemasaran dan pesaing di industri kecantikan, penelitian ini berfokus pada tiga variabel utama yaitu strategi digital marketing, kualitas layanan dan citra merek yang nantinya akan memberikan wawasan mengenai faktor – faktor yang mempengaruhi keputusan pembelian ulang.Metode penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh pelanggan pembelian Toko House Beauty & Parfume, Kota Langsa, Aceh yang memiliki kriteria menggunakan produk MakeOver, membeli minimal dua produk Make Over. Rumus Slovin digunakan untuk menghitung jumlah sampel 130 responden yang di ambil menggunakan teknik accidental sampling. Pengumpulan data dilakukan melalui kuesioner yang dirancang dengan skala likert. Analisis data dengan analisis statistik menggunakan SPSS 27 untuk mengukur persepsi responden terhadap strategi pemasaran digital, kualitas layanan, citra merek dan keputusan pembelian ulang. Hasil penelitian menunjukkan bahwa Digital Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian ulang dengan thitung (3,446) > ttabel (1,978) dan signifikansi (0,001) < α (0,05). Selain itu kualitas layanan juga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang dengan thitung (6,848) > ttabel (1,978) dan signifikansi (0,000) < α (0,05) dan yang terakhir citra merek juga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang dengan thitung (2,334) > ttabel (1,978) dan signifikansi (0,021) < α (0,05). Secara simultan, ketiga variabel tersebut memberikan dampak positif dan signifikan terhadap keputusan pembelian ulang. Penelitian ini memberikan rekomendasi bagi manajemen Toko House Beauty & Parfume untuk terus meningkatkan strategi digital marketing, kualitas layanan dan citra merek guna mencapai keputusan pembelian ulang yang dilakukan secara berkelanjutan dan berujung pada peningkatan loyalitas pelanggan serta memperbesar peluang bersaing di industri kosmetik With a background that shows marketing strategies, and competitors in the beauty industry, this study focuses on three main variables, in particular digital marketing strategies, service quality, and brand image which will provide insight into the factors that influence repurchase decisions. The research utilizes quantitative methods using an associative approach. The study’s population consisted entirely of purchasing customers in store House Beauty & Parfume, Langsa City, Aceh who had the criteria of using MakeOver products, buying at least two Make Over products. The Slovin formula was applied to calculate the quantity of samples 130 respondents selected through an accidental sampling technique. Data gathering was performed through a questionnaire designed with a Likert scale. Data analysis with statistical analysis using SPSS 27 to measure respondents' perceptions of digital marketing strategies, service quality, brand image, and repurchase decisions. The outcomes showed Digital Marketing has a positive and sig-effect on repurchase decisions with a positive, and sig-effect on repurchase decisions thitung (3,446) > ttabel (1,978), and significant (0,001) < α (0,05) n addition, service quality also shows a positive, and sig- effect on repurchase decisions with a positive, and sig - effect on repurchase decisions thitung (6,848) > ttabel (1,978), and significant (0,000) < α (0,05), and finally brand image also has a positive positive, and sig- effect on repurchase decisions thitung (2,334) > ttabel (1,978), and sig (0,021) < α (0,05). Simultaneously, the three variables demonstrate a positive, and sig- impact on repurchase decisions. This study provides recommendations for the management of store House Beauty & Parfume to continue to improve digital marketing strategies, service quality and, brand image with the aim of achieving more frequent repurchase decisions, which in turn can increase customer loyalty and competitiveness in the cosmetics market.
Enhancing Customer Experience Through a Hybrid Machine Learning Approach to Sentiment Analysis of Sumut Link Mobile
Perkembangan perbankan digital telah memudahkan transaksi keuangan tanpa perlu melakukan kunjungan langsung ke kantor cabang, sehingga turut mendorong inklusi keuangan yang lebih luas. Bank Sumut memperkenalkan Sumut Link Mobile sebagai solusi perbankan digital untuk mempermudah transaksi di daerah terpencil melalui agen lokal dalam program Laku Pandai. Meskipun memiliki potensi yang besar, masih terdapat berbagai tantangan, seperti keterbatasan literasi digital, keandalan sistem, serta tingkat kepuasan agen yang bervariasi. Penelitian ini menggunakan analisis sentimen terhadap komentar hasil wawancara semi-terstruktur dari agen Sumut Link, dengan menerapkan klasifikasi Naïve Bayes, Random Forest, dan Support Vector Machine (SVM) serta menggunakan SentiWordNet untuk meningkatkan polaritas sentimen. Hasil penelitian menunjukkan bahwa sentimen netral mendominasi sebesar 66,3%, sementara sentimen negatif sebesar 17,4% berkaitan dengan kendala login, keterlambatan sistem, dan fitur yang belum lengkap. Adapun sentimen positif sebesar 16,3% menyoroti kecepatan transaksi dan kemudahan akses di wilayah pedesaan. Model SVM menunjukkan performa terbaik dengan tingkat akurasi sebesar 80% dan nilai ROC AUC 0,71. Hasil penelitian ini memberikan wawasan mengenai faktor-faktor yang memengaruhi pengalaman agen, yang didasarkan pada Technology Acceptance Model (TAM) dalam aspek kegunaan dan kemudahan penggunaan. Penelitian ini menekankan perlunya peningkatan teknis serta pelatihan bagi agen. Dengan menghubungkan metrik kegunaan berbasis analisis sentimen terhadap konstruk TAM, yaitu perceived usefulness dan perceived ease of use, penelitian ini menunjukkan bahwa analitik dapat digunakan secara proaktif untuk mendukung manajemen pengalaman pelanggan, serta mengoptimalkan strategi perbankan digital melalui peningkatan kepercayaan dan keterlibatan agen di Sumatera Utara. The evolution of digital banking has facilitated financial transactions without physical branch visits, contributing to broader financial inclusion. Bank Sumut introduced Sumut Link Mobile, a digital banking solution to streamline transactions in remote areas via local agents under the Laku Pandai program. Despite its potential, challenges such as limited digital literacy, system reliability, and varying agent satisfaction persist. This study utilizes sentiment analysis on semi-structured interview comments from Sumut Link agents, employing Naïve Bayes, Random Forest, and Support Vector Machine classifiers with SentiWordNet for polarity enhancement. Findings reveal dominant neutral sentiments (66.3%), with negatives (17.4%) linked to login issues, delays, and incomplete features, and positives (16.3%) highlighting transaction speed and rural access. SVM achieved top performance (80% accuracy, 0.71 ROC AUC). Results provide insights into factors influencing agent experience, grounded in the Technology Acceptance Model (TAM) for usability, emphasizing needs for technical upgrades and training. By linking sentiment-derived usability metrics to TAM constructs (perceived usefulness and ease of use), this research demonstrates how analytics can proactively inform customer experience management, optimizing digital banking strategies through enhanced agent trust and engagement in North Sumatra.
The Effect of Service Quality and Customer Satisfaction on Customer Loyalty at Petrol Station in Non-Subsidized Areas in Medan City
Dalam lanskap ritel bahan bakar yang sangat kompetitif, keunggulan kualitas layanan menjadi salah satu faktor utama yang menentukan keberlanjutan usaha. Penelitian ini bertujuan untuk menganalisis bagaimana dimensi kualitas layanan dan kepuasan konsumen dapat memperkuat loyalitas pelanggan, khususnya pada area pengisian bahan bakar nonsubsidi di SPBU 11.201.101 Medan. Dengan melibatkan 120 responden melalui desain penelitian kuantitatif, data primer dikumpulkan menggunakan instrumen kuesioner berskala Likert. Proses analisis data dilakukan dengan mengintegrasikan perangkat lunak SPSS dan SmartPLS, yang mencakup serangkaian pengujian mulai dari uji validitas dan reliabilitas hingga analisis jalur. Hasil penelitian menunjukkan bahwa standar layanan yang tinggi berkontribusi secara signifikan dalam meningkatkan kepuasan dan loyalitas pelanggan. Selain itu, kepuasan pelanggan terbukti memiliki pengaruh langsung terhadap loyalitas sekaligus berperan penting sebagai variabel mediasi. Optimalisasi ketepatan layanan, keramahan petugas, serta penampilan profesional operator terbukti mampu memperkuat pengalaman positif konsumen secara signifikan. Sebagai rekomendasi strategis, manajemen perlu memprioritaskan pengembangan profesionalisme layanan guna menciptakan keunggulan kompetitif yang berkelanjutan. Within the highly competitive fuel retail landscape, the excellence of service delivery acts as a primary determinant for business sustainability. This research aims to investigate how service quality dimensions and consumer satisfaction can consolidate customer loyalty, specifically within the non-subsidized fueling area of SPBU 11.201.101 Medan. By involving 120 participants through a quantitative research design, primary information was gathered using Likert-scale questionnaire instruments. The data evaluation process was conducted through the integration of SPSS and SmartPLS software, encompassing a series of tests ranging from validity and reliability to path analysis. Empirical findings demonstrate that high service standards contribute significantly to fostering both visitor satisfaction and loyalty. Furthermore, customer satisfaction was identified as having a direct influence on loyalty and performing a crucial mediating function. Optimization of service accuracy, staff friendliness, and the professional appearance of operators proved to significantly strengthen the positive consumer experience. As a strategic recommendation, management should emphasize the development of service professionalism to create a sustainable competitive advantage.
Analysis of Supplier Relationship Performance and Supplier Relationship Improvement Using the DMAIC Method at XYZ Company
Kopi merupakan salah satu komoditas ekspor utama Indonesia yang berkontribusi signifikan terhadap devisa negara dan sebagian besar dipasok oleh petani kecil. PT. Ujang Jaya International, sebagai perusahaan eksportir kopi, menghadapi tantangan dalam menjaga stabilitas pasokan akibat hubungan dengan pemasok yang masih bersifat informal dan kurang terstruktur, sehingga berdampak pada fluktuasi pasokan dan daya saing ekspor. Penelitian ini bertujuan untuk mengevaluasi kinerja hubungan pemasok menggunakan pendekatan Supplier Relationship Performance Measurement (SRPM) yang mencakup enam variabel, yaitu kepercayaan, daya tawar, transparansi, komunikasi, komitmen, dan keberlanjutan. Selain itu, metode DMAIC (Define, Measure, Analyse, Improve, Control) digunakan untuk merumuskan strategi perbaikan. Data diperoleh melalui kuesioner yang disebarkan kepada perusahaan dan pemasok serta divalidasi melalui wawancara mendalam. Hasil penelitian menunjukkan bahwa kinerja hubungan pemasok berada pada tingkat sedang, dengan kelemahan utama pada aspek komitmen dan daya tawar. Rekomendasi perbaikan meliputi penerapan kontrak formal, peningkatan komunikasi dan transparansi, serta pemberian insentif berbasis kinerja guna menciptakan kemitraan yang lebih berkelanjutan dan kompetitif dalam rantai pasok kopi global. Coffee is one of Indonesia’s main export commodities, contributing significantly to national foreign exchange earnings. The majority of coffee supply comes from smallholder farmers across various regions. PT. XYZ, a coffee-exporting company, faces challenges in maintaining supply stability due to informal, unstructured relationships with its suppliers. This condition leads to fluctuating supply and weakens the company’s export competitiveness. This study aims to evaluate the supplier relationship using the Supplier Relationship Performance Measurement (SRPM) approach, which includes six key variables: trust, bargaining power, transparency, communication, commitment, and sustainability. Additionally, the study proposes improvement strategies using the DMAIC method (Define, Measure, Analyze, Improve, Control). Data were collected through questionnaires distributed to both the company and suppliers, supported by in-depth interviews for validation. The findings indicate that the quality of the relationship is moderate, with significant weaknesses in commitment and bargaining power. Recommended improvements include implementing formal contracts, enhancing communication and transparency, and introducing performance-based incentives. These steps are expected to foster a more sustainable and competitive partnership in the global coffee supply chain.
Strategy to Increase the Number of Users and Intensity of Use of Bank Sumut Mobile Banking
Pesatnya perkembangan teknologi informasi, khususnya perkembangan internet dan telepon pintar, telah memberikan pengaruh yang signifikan terhadap transaksi perbankan. Mobile banking telah menjadi layanan penting yang memberikan kemudahan bagi nasabah untuk bertransaksi kapan saja dan di mana saja. Meskipun adopsi mobile banking semakin meningkat di Indonesia, tingkat penggunaan layanan mobile banking Bank Sumut (Sumut Mobile) masih relatif rendah. Penelitian ini menyelidiki faktor-faktor yang berkontribusi terhadap terbatasnya adopsi dan intensitas penggunaan Sumut Mobile. Penelitian ini bertujuan untuk mengidentifikasi alasan utama di balik rendahnya adopsi dan intensitas penggunaan Sumut Mobile. Selanjutnya, penelitian ini berupaya untuk mengembangkan strategi yang efektif untuk meningkatkan jumlah pengguna dan keterlibatan mereka dengan layanan mobile banking di Bank Sumut. Penelitian ini menggunakan pendekatan analisis akar penyebab dengan menggunakan Diagram Tulang Ikan dan metode 5W1H (Apa, Di mana, Kapan, Mengapa, Siapa, Bagaimana). Analisis Pareto juga diterapkan untuk menentukan hambatan yang paling signifikan. Data dikumpulkan melalui observasi, wawancara mendalam dengan nasabah dan karyawan Bank Sumut, dan analisis ulasan pengguna dari platform daring. Hasil awal menunjukkan beberapa faktor yang berkontribusi terhadap rendahnya adopsi dan penggunaan Sumut Mobile, termasuk kurangnya informasi dan promosi kepada nasabah, tantangan antarmuka pengguna, motivasi karyawan, ketersediaan sistem, dan keterbatasan fitur dibandingkan dengan pesaing Bank. Lebih lanjut, studi menunjukkan bahwa banyak pengguna yang ada hanya memanfaatkan fitur-fitur dasar non-finansial, sementara transaksi keuangan masih kurang dimanfaatkan. Untuk meningkatkan adopsi dan keterlibatan pengguna pada Aplikasi Sumut Mobile, Bank Sumut perlu menyederhanakan proses pendaftaran, meningkatkan antarmuka pengguna mobile banking, menerapkan kampanye pemasaran yang tepat sasaran, dan menjaga ketersediaan sistem untuk kepuasan nasabah. Memperkuat fungsi mobile banking dan pengalaman pengguna akan sangat penting dalam menumbuhkan minat nasabah dalam menggunakan mobile banking Bank Sumut. The rapid advancement of information technology, particularly the development of the Internet and smartphones, has significantly influenced banking transactions. Mobile banking has become an essential service providing convenience for customers to transact, providing convenience for customers to transact anytime and anywhere. Despite the increasing adoption of mobile banking in Indonesia, the usage rate of Bank Sumut's mobile banking service (Sumut Mobile) remains relatively low. This study investigates the factors contributing to the limited adoption and usage intensity of Sumut Mobile. The research aims to identify the key reasons behind the low adoption and usage intensity of Sumut Mobile. It further seeks to develop effective strategies to increase the number of users and their engagement with mobile banking services at Bank Sumut. The study employs a root cause analysis approach using the Fishbone Diagram and the 5W1H method (What, Where, When, Why, Who, How). A Pareto analysis is also applied to determine the most significant barriers. Data is gathered through observations, in-depth interviews with Bank Sumut customers and employees, and analysis of user feedback from online platforms. Preliminary results indicate several factors contribute to the low adoption and usage of Sumut Mobile, including lack of information and promotions to customers, user interface challenges, employee motivation, system availability, and feature limitations compared to Bank competitors. Furthermore, the study shows that many existing users only utilize basic non-financial features, while financial transactions remain underutilized. To improve user adoption and engagement on the Sumut Mobile Application, Bank Sumut needs to simplify the registration process, enhance the mobile banking user interface, implement targeted marketing campaigns, and maintain system availability for customer satisfaction. Strengthening the mobile banking function and user experience will be very important in growing customer interest in using Bank Sumut's mobile banking.
Strategic Planning Analysis to Increase Yamaha Motorcycle Sales at PT XYZ
Untuk mencapai keuntungan yang diharapkan, bisnis harus menerapkan strategi efektif yang selaras dengan kondisi lingkungan internal dan eksternal. Analisis mendalam terhadap lingkungan bisnis memungkinkan perusahaan untuk mengembangkan strategi yang berdampak positif pada pertumbuhan dan daya saing. Yamaha adalah merek sepeda motor yang kuat dengan citra yang sudah terkenal. Di Kota Medan, Yamaha memiliki 13 dealer resmi showroom, di mana 7 di antaranya berada di bawah pengelolaan PT. XYZ. Salah satu sub-dealer utamanya, PT. XYZ, memberikan layanan terpadu 3S, yaitu penjualan (Sales), layanan purna jual (Service), dan penyediaan suku cadang (Spare Parts). Pada periode 2022 hingga 2023, PT. XYZ mengalami fluktuasi kinerja penjualan, sehingga diperlukan strategi alternatif untuk mempertahankan pertumbuhan. Studi ini menggunakan metode kualitatif dan kuantitatif, dengan data primer yang diperoleh melalui observasi serta data sekunder dari berbagai sumber. Analisis ini mengintegrasikan kerangka kerja Porter’s Five Forces, SWOT, dan QSPM. Hasil analisis menunjukkan persaingan yang tinggi, ancaman dari substitusi dan pendatang baru yang rendah, serta daya tawar yang signifikan dari pemasok dan pelanggan. Hasil evaluasi menunjukkan bahwa skor Internal Factor Evaluation (IFE) sebesar 2,97, sedangkan skor External Factor Evaluation (EFE) tercatat sebesar 2,94, menempatkan perusahaan dalam kuadran "Hold and Maintain" pada matriks. Strategi yang direkomendasikan adalah meningkatkan produktivitas per salesman. Produktivitas penjualan yang lebih tinggi secara langsung meningkatkan volume penjualan secara keseluruhan, sehingga dapat mengatasi persaingan dan tantangan pasar secara efektif. Strategi ini meraih Total Attractiveness Score (TAS) sebesar 7,93, menjadikannya prioritas utama untuk meningkatkan kinerja penjualan di PT. XYZ. To achieve expected profits, businesses must implement effective strategies that align with both internal and external environmental conditions. A thorough analysis of the business environment enables companies to develop strategies that positively influence growth and competitiveness. Yamaha is a strong motorcycle brand with a well-established image. In Medan, Yamaha operates 13 official showroom dealers, 7 of which are managed by PT XYZ. One of the main sub-dealers, PT XYZ, offers integrated 3S services: Sales, Service, and Spare Parts. Between 2022 and 2023, PT XYZ experienced fluctuating sales performance, highlighting the need for alternative strategies to sustain growth. This study employs qualitative and quantitative methods, combining primary data from interviews and observations with secondary data from company documents. Strategic tools used include Porter’s Five Forces, SWOT analysis, and the Quantitative Strategic Planning Matrix (QSPM). The results reveal that PT XYZ operates in a highly competitive environment, faces minimal threats from substitutes and new entrants, and encounters strong bargaining power from both suppliers and consumers. The IFE and EFE scores of 2,97 and 2,94 position the company in the Hold and Maintain quadrant of the IE matrix. This study is novel in its integration of multiple strategic frameworks to identify and prioritize actionable strategies, providing a more comprehensive and data-driven recommendation for sales performance improvement. The prioritized strategy is increasing salesperson productivity, achieving a Total Attractiveness Score (TAS) of 7.93, making it essential to address market competition and enhance growth.
Analysis of Labor Effectiveness Measurement Using Revenue per Employee and EBITDA per Employee Ratios
Pengukuran efektivitas tenaga kerja merupakan aspek penting dalam menilai produktivitas dan efisiensi operasional perusahaan. Indikator keuangan seperti Revenue per Employee (RPE) dan EBITDA per Employee (EPE) memberikan ukuran objektif mengenai sejauh mana sumber daya manusia mampu menghasilkan pendapatan dan laba. Penelitian ini bertujuan mengevaluasi efektivitas pemanfaatan tenaga kerja dengan membandingkan RPE dan EPE pada perusahaan agribisnis di Indonesia selama periode 2023–2024. Dengan menggunakan pendekatan kuantitatif berbasis data sekunder, analisis dilakukan untuk mengidentifikasi kesenjangan kinerja dan praktik terbaik. Hasil penelitian menunjukkan bahwa perusahaan dengan kinerja tinggi (misalnya SMAR dan TAPG) berhasil memanfaatkan perencanaan tenaga kerja strategis dan integrasi digital untuk mencapai produktivitas yang unggul, sementara perusahaan dengan kinerja rendah (misalnya LSIP dan BWPT) masih menghadapi hambatan akibat inefisiensi struktural. Kebaruan studi ini terletak pada integrasi antara kinerja keuangan dan penilaian modal manusia dalam konteks agribisnis yang padat karya. Temuan ini berkontribusi pada pengembangan manajemen sumber daya manusia strategis serta benchmarking kinerja, sekaligus memberikan wawasan praktis bagi manajer, investor, dan pembuat kebijakan. Measuring labor effectiveness is essential in assessing a company’s productivity and operational efficiency. Financial indicators such as Revenue per Employee (RPE) and EBITDA per Employee (EPE) provide objective measures of how efficiently human resources generate revenue and profit. This study aims to evaluate labor utilization effectiveness by comparing RPE and EPE across Indonesian agribusiness firms during 2023–2024. Using a quantitative approach with secondary financial data, the analysis identifies performance gaps and best practices. Results show that high-performing companies (e.g., SMAR and TAPG) leverage strategic workforce planning and digital integration to achieve superior productivity, while low performers (e.g., LSIP and BWPT) struggle due to structural inefficiencies. The novelty of this study lies in integrating financial performance and human capital assessment within a labor-intensive agribusiness context. This contributes to strategic HRM and performance benchmarking, offering actionable insights for managers, investors, and policymakers.
Utilizing Data Science for Credit Decision-Making to Minimize Non-Performing Loan (Case Study PT Bank Central Asia, Tbk Kisaran Branch)
Salah satu kontributor utama terhadap pendapatan bank adalah kredit; oleh karena itu, risiko kredit merupakan salah satu risiko utama yang harus dimitigasi dengan tepat. Tingkat risiko kredit diukur melalui rasio Non-Performing Loan (NPL), yang menjadi indikator penting dalam menilai kesehatan keuangan bank. Setiap penyaluran kredit harus dilakukan secara hati-hati dan penuh kehati-hatian. Salah satu upaya strategis yang dilakukan oleh BCA Kisaran untuk mendukung pertumbuhan laba adalah dengan meningkatkan portofolio kredit, khususnya pada Kredit Usaha Kecil dan Menengah (Small Medium Enterprise Loans). Oleh karena itu, setiap keputusan kredit harus dibuat secara prudent atau berhati-hati. Peneliti menggunakan Data Science, yang berfokus pada analisis data yang tersedia, terutama data kuantitatif, untuk menemukan pola-pola tersembunyi yang dapat mendukung pengambilan keputusan strategis. Analisis data dalam penelitian ini akan menggunakan metode Machine Learning dengan algoritma Random Forest untuk mempercepat identifikasi calon nasabah potensial serta meningkatkan efisiensi proses seleksi. Dengan demikian, setiap keputusan kredit dapat dibuat secara lebih hati-hati guna meminimalkan Non-Performing Loan, khususnya pada Kredit Usaha Kecil dan Menengah. One of the main contributors to a bank’s revenue is credit; therefore, credit risk is one of the key risks that must be appropriately mitigated. The level of credit risk is measured by the Non-Performing Loan ratio, which is a critical indicator of a bank’s financial health. Every credit disbursement must be carried out with prudence. One of the strategic efforts undertaken by BCA Kisaran to support profit growth is to increase its credit portfolio, particularly in the Small Medium Enterprise Loans and credit decision must be made prudently. Researcher uses Data Science, which focuses on analyzing existing data primarily quantitative data to uncover hidden patterns that can inform strategic decisions. The data analysis in this research will employ Machine Learning Methods with algorithm Random Forest to accelerate the identification of potential customer and the efficiency of the selection process so that each credit decision is made prudently in order to minimize Non-Performing Loan Especially Small Medium Enterprise Loans.
Implementation of Digital Marketing Strategies to Enhance Brand Awareness of Indonesia’s Traditional Essential Oils
This study analyzes the implementation of digital marketing strategies to enhance brand awareness in Indonesia’s traditional essential oil industry, with a specific focus on heritage-based products. As digital transformation continues to reshape consumer behavior, social media platforms such as Instagram, Facebook, and TikTok have emerged as effective tools for brand promotion. Employing a descriptive qualitative approach, this research collected data from 10 informants, comprising business owners, internal staff, and consumers, through in-depth interviews, observations, and documentation of digital marketing activities. The findings indicate that visually appealing content, collaborations with local influencers, and consistent educational and promotional messaging play a significant role in strengthening brand image and increasing audience engagement, while interactive digital features encourage direct consumer involvement. Nevertheless, challenges persist, particularly in the limited utilization of digital data analytics and the absence of targeted market segmentation. This study contributes practically by offering actionable insights for MSMEs to optimize digital marketing strategies while preserving cultural identity, and academically by extending the literature on digital marketing and brand awareness in the context of traditional and culture-based products using a qualitative perspective. These findings highlight the strategic importance of digital transformation for enhancing the competitiveness of heritage-based MSMEs in the digital era.
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.
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.