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Marketing Mix on UINSU Students’ Buying Interest in Skintific Through Brand Image as A Moderating Variable Sitorus, Nurbaina Junita; Syahriza, Rahmi; Aisyah, Siti
Ilomata International Journal of Management Vol. 5 No. 3 (2024): July 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i3.1249

This research aims to determine the effect of the marketing mix (4P) on North Sumatra State Islamic University (UINSU) students' buying interest in Skintific products, with brand image as a moderating variable. This research is a type of comparative causal research with a quantitative approach because it involves numerical data and uses statistical data. The population in this study are active female students studying at the North Sumatra State Islamic University (UINSU) with a population of 17,608 female students in 2023. Using the Slovin formula n= N/ (1+ (N x e2 )) to calculate the sample size so that a sample of 103 respondents was obtained. Sampling was carried out using the probability sampling method because it can obtain a representative sample that accurately reflects the target population. Primary data in this research was obtained from a questionnaire with 27 questions to measure marketing mix variables, purchase interest and brand image using a five-point Likert scale which was distributed online via Google Form. Data analysis used in this research is IBM SPSS which includes normality test, multicollinearity test, path analysis (path analysis), and hypothesis testing. The research results show that the marketing mix (4P) has a significant effect on consumer buying interest, and brand image moderates this relationship. These findings highlight the importance of effective marketing strategies and a strong brand image to increase consumer interest and loyalty.

Analisis Pemicu Internal Dan Eksternal Pada Implikasi Perencanaan Produksi Dalam Sistem Supply Chain Management Purba, Nabillah; Sitorus, Nurbaina Junita; Aisyah, Siti
Jurnal Manajemen Akuntansi (JUMSI) Vol 2, No 2: 2022
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v2i2.3059

In the manufacturing industry, the main activity is to convert various raw materials and their supporting materials into semi-finished goods or finished goods, which are then distributed to customers. By carrying out various stages in the process, what is called a Supply Chain or supply chain basically already formed and implemented. This study aims to determine the triggering factors in the strategy of building a plan that focuses on the concept of supply chain management. Starting from demand forecasting, to the stage of supplying raw materials. This study uses a descriptive qualitative research method because the research method used to examine the condition of the object and variable as the key instrument. Using literature studies as a reference function as well as various reference sources from figures and experts. The data that has been collected is analyzed using steps that are often called triangulation, proposed by (Sugiyono, 2010:243), namely: (1) data reduction, (2) data display, (3) conclusion. Some of the production planning functions are: a) Ensuring sales plans and production plans are consistent with the company's strategic plan b) As a performance measurement tool for the production planning process c) Ensuring production capability is consistent with the production plan d) Monitoring the finished product results to achieve production targets and strategic plans e) Directing the preparation and implementation of the master production schedule The objectives of production planning are: a) Forecast product demand expressed in the number of products as a function of time b) Determine the amount when ordering raw materials and components in an economical and integrated manner c) Establish a balance between the level production requirements, order fulfillment techniques, as well as monitoring finished product inventory levels at any time.

Marketing Mix on UINSU Students’ Buying Interest in Skintific Through Brand Image as A Moderating Variable Sitorus, Nurbaina Junita; Syahriza, Rahmi; Aisyah, Siti
Ilomata International Journal of Management Vol. 5 No. 3 (2024): July 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i3.1249

This research aims to determine the effect of the marketing mix (4P) on North Sumatra State Islamic University (UINSU) students' buying interest in Skintific products, with brand image as a moderating variable. This research is a type of comparative causal research with a quantitative approach because it involves numerical data and uses statistical data. The population in this study are active female students studying at the North Sumatra State Islamic University (UINSU) with a population of 17,608 female students in 2023. Using the Slovin formula n= N/ (1+ (N x e2 )) to calculate the sample size so that a sample of 103 respondents was obtained. Sampling was carried out using the probability sampling method because it can obtain a representative sample that accurately reflects the target population. Primary data in this research was obtained from a questionnaire with 27 questions to measure marketing mix variables, purchase interest and brand image using a five-point Likert scale which was distributed online via Google Form. Data analysis used in this research is IBM SPSS which includes normality test, multicollinearity test, path analysis (path analysis), and hypothesis testing. The research results show that the marketing mix (4P) has a significant effect on consumer buying interest, and brand image moderates this relationship. These findings highlight the importance of effective marketing strategies and a strong brand image to increase consumer interest and loyalty.

STRATEGI PEMANFAATKAN E-COMMERCE DALAM MEMASARKAN CEMILAN DI MEDAN (Studi Kasus : Basreng) Mahfadillah, Aninda; Sitorus, Nurbaina Junita; Mustofarudin, Mustofarudin; Nurbaiti, Nurbaiti
Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Vol 2, No 2: 2021
Publisher : LPPM Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ebma.v2i2.2359

Small and Medium Enterprises (SMEs) are a pillar in the Indonesian economy that is strong against various influences or shocks. SMEs generally come from businesses that develop in an area. Although at first they were mostly engaged in local areas, the government made an effort to digitize SMEs by promoting electronic commerce or e-commerce. From this, a comparison was made between online and in-store marketing. After doing this comparison, it can be concluded that e-commerce is able to increase turnover and expand the marketing area of basreng food products. E-commerce is able to provide a positive impact on marketing developments and minimize other operational costs such as shop rental costs. In this study using a quantitative method, namely conducting a survey by distributing questionnaires to SMEs as many as 20 respondents. The results of this study, a lot of SMEs want to use digital marketing. 95% of SME players want to do marketing digitally and 5% don't, because they are constrained by infrastructure and mastery of the digital world. In this case, e-commerce uses the B2C (Business-to-customer) approach in an effort to increase basreng trade transactions and also media for information delivery. both to customers and the general public in obtaining information about basreng products marketed by SMEs.

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