Pada era digitalisasi saat ini, strategi pemasaran pada sektor UMKM dituntut untuk beradaptasi dengan cepat sesuai dengan perkembangan teknologi dan kebutuhan konsumen yang semakin kompleks. Marketing digital menjadi suatu hal yang wajib dari tahun ke tahun baik oleh perusahaan mikro, kecil maupun perusahaan besar. Salah satu cara untuk beradaptasi dan mengembangkan bisnis yang saat ini sedang popular adalah dengan penggunaan content marketing berbasis media sosial dan orientasi pasar. Tujuan utama penelitian mengetahui pengaruh peran media sosial dan orientasi pasar terhadap kinerja bisnis sektor UMKM yang ada di Kota Pematangsiantar. Penelitian ini menggunakan desain penelitian kepustakaan dan lapangan dengan pendekatan kuantitatif kausalitas. Pengumpulan data di lapangan menggunakan dengan kuesioner yang diukur dengan beberapa pertanyaan terkait media sosial, orientasi pasar dan kinerja bisnis. Untuk analisis data menggunakan metode PLS-SEM dan teknik pengumpulan data memakai proportionate stratified random sampling, sehingga sampel dalam penelitian ini berjumlah 240 responden. Hasil penelitian menunjukkan media sosial dan orientasi pasar memiliki pengaruh yang signifikan terhadap kinerja bisnis UMKM di Kota Pematangsiantar.

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The objective of this study was to determine the effect of organizational culture and commitment to employee performance at the Education Office of Pematangsiantar City. This study used literature and field research designs. The research method used was the causality method with a quantitative approach. The type of data used in this study was qualitative data and quantitative data. The data sources consisted of primary data and secondary data. The population and sample used in this study were 81 permanent employees. The data collection was carried out by questionnaire, interview and documentation. The analysis technique used was qualitative descriptive and quantitative descriptive analysis consisting of multiple linear regression, correlation test and determination and hypothesis tests. The results of this study concluded that the organizational culture, commitment and employee performance were good. Besides, the organizational culture had a positive and significant effect on employee performance. Furthermore, the commitment had a positive and significant effect on employee performance.

<em>The aim is to see the effect of work influence on employee performance, which represents employee performance, as well as work discipline and workers on employee performance. Which is the object of research at the Social Service for Women's Empowerment and Child Protection in Pematangsiantar City with 40 employees. The analysis used is the validity and reliability test, normality, coefficient of determination, simple and multiple equations, then partial test (t test) and simultaneous test (F test). The results of the study found that all variables of this study: work discipline, individual appraisal and performance were declared valid and reliable. To test for normal distribution that the value of the variable is stated as normal distribution, then the coefficient of determination shows that each independent variable contributes to the employee performance variable. The results of the equation carried out with simple regression show positive results and with multiple equations it is found that the greater the contribution of individual factors to employee performance than work discipline. Partial test (t test) found a positive and significant effect of work discipline on employee performance, as well as to assess individual performance. Simultaneous test (F test) that work discipline and people have a positive and significant effect on employee performance</em>

Penelitian ini bertujuan untuk menganalisis faktor yang mempengaruhi kepuasan konsumen Pininta Coffee Pematangsiantar. Unit analisis pada penelitian ini adalah 70 konsumen sebagai sampel. Analisis dilakukan dengan analisis kualitatif. Hasil penelitian menunjukkan bahwa faktor yang mempengaruhi kepuasan konsumen adalah pelayanan karyawan, harga, promosi, produk, dan suasana. Penelitian ini memperoleh temuan, yakni dimensi kepuasan konsumen tertinggi pada produk dengan indikator kemudahan memperoleh produk. Dimensi terendah pada dimensi pelayanan dengan indikator sikap ramah karyawan. Kata kunci: analisis, kepuasan, dan konsumen