Penelitian ini bertujuan untuk mengetahui : (1) Pengaruh Viral Marketing terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (2) Pengaruh Celebrity Endorsement terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (3) Pengaruh Brand Awareness terhadap Keputusan Pembelian Pada Geprek Bensu Medan. Penelitian ini merupakan penelitian kuantitatif. Populasi seluruh konsumen yang membeli geprek bensu sejak tahun 2019-2021. Penelitian sampel dalam penelitian ini dilakukan dengan purposive sampling. Sampel yang diambil sebanyak 80 orang konsumen pada Geprek Bensu Medan. Teknik analisis data pada penelitian ini adalah analisis regresi linear berganda. Data penelitian bersumber dari kuesioner. Viral Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Celebrity Endorsement berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Brand Awareness berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan.

This study aims to find out how the perception of convenience, trust and risk affects the interest in using financial technology (fintech) in the millennial generation in the Pasir Putih village (a case study on DANA application users). This study uses a quantitative approach, where the variables are measured using the Likert scale method. Data collection in this study was conducted by interview and questionnaire. Sampling was done by purposive sampling method. In this study, the sample used was 98 respondents. Data processing is carried out using the SPSS version 22 application. The results of this study indicate that: (1) partially the perceived convenience variable and trust variable have a positive and significant effect on interest in using fintech in fund applications in Pasir Putih Village. (2) partially the risk variable has a negative and significant effect on the interest in using fintech in the application of funds in the Pasir Putih Village. (3) Simultaneously there is a positive and significant influence between the perceived convenience, trust and risk variables affecting interest in using fintech on fund applications in Pasir Putih Village. Keywords: Financial Technology, Perception of Ease, Trust, Risk and Interest in Using, DANA Application

Social enterprise performance is a subject that is being intensively researched in recent years because the effects are claimed to be accelerated a country's economic development. The purpose of this study is to analyze the correlation of marketing regarding social enterprise performance so that it can present theoretical frameworks and guides for new researchers. The Scopus, Crossref, and google scholar databases were used in this research. This research uses qualitative methods from the literature review. The most cited paper is “Social Marketing: An Approach to Planned Social Change”. The most prolific years were 2015 to 2019. This research resulted in three major topics that are currently being researched, namely social marketing, enterprise, and performance. Furthermore, the results of this study also indicate future research opportunities.

The purpose of this study was to determine and analyze the influence of Celebrity Endorser and Brand Image on the Purchasing Decision Adidas Sportswear at Students of the Faculty of Economics and Business, University of Sumatera Utara and also to find out and analyze the most dominant factors affecting purchasing decision. This research was conducted at the Students of the Faculty of Economics and Business, University of Sumatera Utara. The population in this study were students of the Faculty of Economics and Business, University of Sumatera Utara. The sampling technique in this study was accidental sampling. The sample in this study is 81 students. The analytical method used is descriptive analysis method and multiple linear regression analysis method. This type of research is associative research and the data used are primary data and secondary data obtained through the study of documentation and a list of questions whose measurements use a Likert scale. Data is processed statistically using the SPSS, namely the t test model, f test and determinant coefficient (R2). The results of this study indicate that simultaneously Celebrity Endorser and Brand Image have a significant effect on Purchasing Decisions. Partially, the Celebrity Endorser and Brand Image have a positive and significant effect on Purchasing Decisions. Celebrity endorsers have the most dominant influence in influencing purchasing decisions.

This study aims to analyze the factors that influencing Gen Z’s e-loyalty in shopping on e-commerce. The population in this study are residents of Medan city who belong to Gen Z who have shopped at least twice on the e-commerce platform. The sample in this study were 96 respondents, and used incidental sampling techniques. The data was analyzed using multiple linear regression with hypothesis proving through t-test and F-test. The results show that e-WOM has a positive and significant influence on e-loyalty, e-servqual has a positive and significant influence on e-loyalty, and e-satisfaction has a positive and significant influence on e-loyalty. And simultaneously e-WOM, e-servqual, and e-satisfaction have a positive and significant influence on e-loyalty.