• Pengaruh Cita Rasa dan Emotional Marketing terhadap Loyalitas Pelanggan (Studi pada Mcdonald's Kota Medan) 

  Dasuha, Timothy William Stevan (Universitas Sumatera Utara, 2025)

  This study aims to analyze the effect of taste and emotional marketing on customer loyalty at McDonald’s in Medan City. The rapid growth of the fast-food industry requires companies not only to maintain product quality ...

• Pengaruh Strategi Event Marketing dan Direct Marketing Pt Cyberindo Aditama Dalam Meningkatkan Customer Loyalty di Kota Medan 

  Aritonang, Robbi Pradira (Universitas Sumatera Utara, 2025)

  In the increasingly competitive internet service industry, companies must implement effective marketing strategies to maintain customer loyalty. PT Cyberindo Aditama (CBN), as an internet service provider in Medan, needs ...

• Pengaruh Neuromarketing dan Lifestyle terhadap Impulsive Buying Produk Kamera Analog ( Studi pada Komunitas Bersoreria Medan) 

  Venserjude, Muhammad Balkis (Universitas Sumatera Utara, 2025)

  The resurgence of analog cameras has grown significantly in recent years, particularly among creative communities such as Bersoreria Medan. Analog cameras are no longer seen solely as photographic tools but have become ...

• Pengaruh Social Media Marketing dan Servicescape terhadap Revisit Intention pada Objek Wisata Merci (Studi pada Pengunjung Wisata Merci di Kota Medan-Deli Serdang) 

  Cau, Michelle Evelyn (Universitas Sumatera Utara, 2025)

  The advancement of information technology and social media has significantly impacted the tourism industry in Indonesia. Social media platforms such as Instagram and TikTok have become effective promotional tools to ...

• Pengaruh Risk Perception dan Motivasi Investasi terhadap Keputusan Investasi Saham (Studi pada Investor di Kota Medan) 

  Hutapea, Hulio Ebenhaezer (Universitas Sumatera Utara, 2025-12-30)

  The development of the capital market in Indonesia has encouraged more people to invest in stocks, including in Medan City. However, investment decisions are not only influenced by economic conditions but also by psychological ...

• Pengaruh Kemudahan Penggunaan dan Kepercayaan Pengguna terhadap Minat Menggunakan Aplikasi Ajaib sebagai Sarana Investasi Online 

  Ginting, Henoch Ageri (Universitas Sumatera Utara, 2025)

  The rapid growth of fintech has made online investing increasingly popular due to easy, location-agnostic access. This study examines the factors driving interest in using the Ajaib application as an investment platform ...

• Pengaruh Brand Experience dan Emotional Brand Attachment terhadap Brand Loyalty pada Platform Layanan Berlangganan Over-The-Top (OTT) Video Streaming Dengan Brand Love Sebagai Variabel Intervening (Studi Pada Pengguna Platform OTT Video Streaming di Kota Medan) 

  Simanjuntak, Shimon Hans Bungaran (Universitas Sumatera Utara, 2025)

  Advances in technology and increasing internet penetration in Indonesia have driven a significant shift in people's entertainment consumption patterns, particularly through over-the-top (OTT) video streaming platforms. ...

• Pengaruh Word of Mouth Marketing dalam Penciptaan Brand Image terhadap Keputusan Pembelian Mobil Wuling Air EV 

  Ningrum, Andini Septia (Universitas Sumatera Utara, 2025)

  The growing trend of environmentally friendly vehicles in Indonesia has encouraged the emergence of various electric car brands, one of which is the Wuling Air EV. This transformation reflects the increasing awareness ...

• Pengaruh Self Esteem, Self Efficacy, dan Organizational Justice Terhadap Kinerja Pegawai (Studi pada PT Bank Tabungan Negara KC Pematangsiantar) 

  Tarigan, Lidya Jesica (Universitas Sumatera Utara, 2025)

  The success of an organization or company is influenced by the performance of individual employees; therefore, every organization strives to effectively manage its human resources. Employee performance can be considered ...

• Pengaruh Influencer Marketing dan Content Marketing Terhadap Brand Awareness Produk Scarlett Whitening (Studi Pada Mahasiswa Pengguna Lotion Scarlett di Perguruan Tinggi Kota Medan) 

  Handayu, Syalma Adilla (Universitas Sumatera Utara, 2025)

  This study aims to determine the influence of influencer marketing and content marketing on brand awareness of Scarlett Whitening products among students of state universities in Kota Medan. The growing use of social media ...

• Pengaruh Word of Mouth, Perceived Value, dan Harga terhadap Minat Beli Ulang Mixue di Kota Medan 

  Nasution, Muhammad Zaki Hanafia (Universitas Sumatera Utara, 2025)

  In Indonesia, Mixue has been operating since 2020. Since its first outlet in Indonesia was opened in Bandung, Mixue has massively opened outlets throughout Indonesia within two years, one of which is in Medan City. Mixue's ...

• Pengaruh Experienced Regret Dan Risk Tolerance Terhadap Keputusan Investasi Cryptocurrency Generasi Z Di Kota Medan 

  Khairani, Alda Dita (Universitas Sumatera Utara, 2025)

  Cryptocurrency is rapidly developing as a modern investment instrument, offering high-profit potential but also carrying significant risks. This phenomenon has attracted the interest of Generation Z in Medan, a population ...

• Pengaruh Diferensiasi Produk dan Inovasi Produk terhadap Keunggulan Bersaing Motor Honda Beat Street di Kota Medan 

  Wahyu, Alvin Pratama (Universitas Sumatera Utara, 2025)

  The motorcycle industry in Indonesia is becoming increasingly competitive, particularly in the automatic scooter segment, which is the top choice among urban consumers. Honda Beat Street is positioned as one of the products ...

• Pengaruh Influencer dan Electronic Word of Mouth (e-WOM) Terhadap Keputusan Pembelian Bika Ambon Ahun di Kota Medan 

  Harefa, Yohanes (Universitas Sumatera Utara, 2025)

  Bika Ambon Ahun is one of Medan’s traditional culinary products that has gained rising popularity through digital m exposure, particularly after influencer reviews and social media debates triggered further consumer ...

• Pengaruh Viral marketing dan Turbo marketing Terhadap Keputusan Pembelian Produk Somethinc (Studi Pada Konsumen di Kota Medan) 

  Sitanggang, Lidia Katarina (Universitas Sumatera Utara, 2025)

  The development of social media and digital marketing trends has transformed consumer behavior, including purchasing decisions for local skincare products in Medan City. This phenomenon shows that purchasing decisions are ...

• Pengaruh Persepsi Harga dan Pengalaman Pelanggan Terhadap Minat Beli Pada Layanan ShopeeFood (Studi Pada Pengguna di Kota Medan) 

  Tampubolon, Claudia Yonica (Universitas Sumatera Utara, 2025)

  Consumer’s purchase intention in food delivery services is increasingly influenced by price perception and customer experience, particularly amid the intense competition between ShopeeFood, GoFood, and GrabFood in Medan. ...

• Analisis Fanatisme dan Loyalitas Suporter Pada Keputusan Pembelian Merchandise Klub PSMS Medan 

  Syahputra, Rizky (Universitas Sumatera Utara, 2025)

  Football in Indonesia is not merely a sport but has become an integral part of the social and cultural identity of society. Supporters, as a vital element, do not only provide encouragement in the stadium but also serve ...

• Pengaruh E-Servicescape Dan E-Service Quality Terhadap Customer Satisfaction (Studi Pada Pengguna Shopee Di Kota Medan) 

  Fahlevi, Teuku Muhammad Raihan (Universitas Sumatera Utara, 2025-10-15)

  Kepuasan pelanggan berkaitan erat dengan seberapa baik pengalaman yang mereka rasakan terhadap layanan yang mereka dapatkan dari Shopee. Dalam persaingan e-commerce yang semakin ketat, kepuasan pelanggan menjadi ...

• Pengaruh Product Ingredients dan Halal Certification terhadap Minat Beli Produk Mie Udon di Kota Medan (Studi pada Konsumen Produk Mie Udon di Kota Medan) 

  Nst, Muhammad Aulia Rifki (Universitas Sumatera Utara, 2025)

  In the era of culinary globalization, udon noodles have become one of the Japanese dishes increasingly popular in Indonesia, including in Medan City. Udon is not only available in large restaurants such as Marugame Udon ...

• Pengaruh Gaya Hidup Dan Persepsi Risiko Terhadap Perceived Behavioral Control Penggunaan Shopee Paylater Oleh Generasi Z Di Kota Medan 

  Simorangkir, Lydia Lasroita (Universitas Sumatera Utara, 2025)

  The digital era has fundamentally transformed the way people live globally. E-commerce has become one of the fastest-growing sectors, with Shopee dominating as the most widely used platform. The development of e-commerce ...

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