USU-IR Repositori Institusi Universitas Sumatera Utara
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Analysis of The Implementation of Digital Marketing and Marketplace on the Development of MSME Income in Medan City
No full textThis study aims to examine the influence of Digital Marketing and Marketplace on Micro, Small, and Medium Enterprises (MSMEs) Income through Sales as an intervening variable in Medan City, Indonesia. The rapid growth of the digital economy has significantly transformed marketing strategies and consumer behavior, compelling MSMEs to adapt to technological advancements to remain competitive. Digital marketing enables business actors to promote their products effectively through social media platforms such as Instagram, Facebook, and TikTok, while marketplaces like Shopee and Tokopedia provide broader market access and transaction convenience. A quantitative approach was employed in this study using the purposive sampling technique. The research involved 384 MSME respondents who have operated for at least one year and actively utilize social media and marketplace platforms for product promotion and sales. Primary data were collected through questionnaires measured using a Likert scale, and data analysis was conducted using the Partial Least Square (PLS) method to test direct, indirect, and mediating effects among variables. The results reveal that Digital Marketing has a positive and significant influence on Sales and MSME Income, while Marketplace also positively affects Sales, which subsequently increases MSME Income. Furthermore, Sales acts as a mediating variable that strengthens the relationship between Digital Marketing and Marketplace toward MSME Income. These findings indicate that the more intensively MSMEs engage in digital promotion and utilize online marketplaces, the higher their ability to generate stable and growing income. This study contributes to the literature by providing empirical evidence on the role of digital transformation in MSME performance improvement. It also offers practical insights for business owners, policymakers, and development agencies to focus on digital capacity-building, online marketing training, and strategic collaborations with marketplace platforms to foster sustainable MSME growth in Indonesia’s digital economy.163 pagesTesis Magiste
Analysis of The Development Strategi of Kuala Raja Beach Tourist Destinations in Bireuen District
No full textBireuen regency is one of the districts in Aceh Province. Bireuen Regency
has various tourist attractions that can be developed, but sea tourism is the main
tourism in Bireuen Regency. On of the attractions in Bireuen Regency is Kuala
Raja Beach which is located in Kuala district. Kuala Raja Beach is one of the
favorite tourist attractions because this beach has its own beuty and uniqueness.
Although Kuala Raja beach has good potential, but in the process of development
this beach is still facing various problems.
This study was conducted with the aim of identifying the potential of this
beach for development and determining the appropriate development strategy for
Kuala Raja Beach. This study used SWOT analysis, namely strength, weakness,
opportunity, and threat. The method used in this study is a descriptive method
with a qualitative approach. The technique used in data collection is interviews
with the village head and the chairman of the Kuala Raja Beach Youth
Organization as the managers of this beach, as well as other tourism
stakeholders.
The results of the study show that the development of Kuala Raja Beach
tourism is in the Growth Strategy position, which is to make the most of strengths
and opportunities. The Cartesian diagram shows that the intersection point
(1.5846: 1.568) is in Quadrant 1, where this situation is carried out by utilizing
strengths and opportunities. Based on the SWOT analysis, the appropriate
strategy for the development of Kuala Raja Beach tourism is to use the S-O
strategy.107 PagesSkripsi Sarjan
Gastronomy as a Psychological Symbol in the Drama Series Wǒ, Xǐhuān Nǐ (我，喜欢你) by Chen Chang: A Semiotic Study
No full textThis study explores gastronomic symbols as psychological representations in the Chinese drama series Wǒ, Xǐhuān Nǐ (我喜欢你) directed by Chen Chang, using the semiotic approach of Charles Sanders Peirce and Carl Gustav Jung’s theory of archetypes. The purpose of this research is to reveal how food is used in the series as a symbolic sign that reflects emotional expression and the unconscious dynamics of the characters. This research employs a qualitative descriptive method with narrative analysis techniques, focusing on selected scenes and character dialogues. The findings show that food in this drama functions not merely as an object of consumption, but also as a form of nonverbal communication conveying affection, emotional wounds, longing, and relational tension. Peirce's semiotic analysis identifies that each dish consists of three components of a sign representamen, object, and interpretant, each reflecting the psychological state of the characters. Meanwhile, the Jungian approach reveals that food symbols in the drama embody archetypes such as the The Self, The Magician, The Orphan, The Shadow, The Warrior, The Rebel, Anima & Animus, The Lover, The Caregiver, expressing collective unconsciousness through everyday actions. This study affirms that gastronomy in popular media can be interpreted as a symbolic sign rich in psychological meaning and complexity.233 PagesSkripsi Sarjan
Study of Spatial Planning Policy in the Lake Toba Border Area on Ecotourism Potential in Muara District North Tapanuli District
No full textLake Toba is one of the main tourism destinations in Indonesia which is designated as a National Tourism Strategic Area (KSPN) based on Government Regulation Number 50 of 2011. As a KSPN, Lake Toba is expected to make a significant contribution to the national and international tourism sector. However, tourism development around the Lake Toba area, especially on the lake's borders, is faced with the challenge of restrictive regulations, such as protecting the lake's borders to preserve the ecosystem and environment. This research aims to analyze ecotourism development policies on the borders of Lake Toba and provide recommendations for sustainable land use and control strategies. The method used in this research is descriptive qualitative, with data collection through direct observation and SWOT analysis. This research identifies various types of land found in the lake border area, including land for Water Bodies 2,129 Ha, Road Bodies 7,829 Ha, Protected Forests 32,229 Ha, Groundwater Recharge 2,425 Ha, Tourism 30,691 Ha, Trade and Services 12,045 Ha, Local Protection 0,050 Ha, Low Density Housing 2,129 Ha, Rimba Kota 2,116 Ha, Public Service Facilities 1,643 Ha and City Parks 1,742 Ha. Based on the research results, ecotourism development in the Lake Toba border area needs to be balanced with ecosystem protection and management based on sustainability principles. It is hoped that this research will provide useful insights for tourism managers and related parties in formulating policies that support the development of environmentally friendly and sustainable tourism in the Lake Toba area.123 PagesTesis Magiste
Legal Certainty Analysis in Inheritance Distribution in Polygamous Marriage (Case Study of the Verdict of the Stabat Religious Court No.1491/Pdt.G/2022/PA.Stb)
No full textPolygamy in Indonesia is legally permitted under both Islamic law and national law, provided that strict requirements are met, including the obligation to obtain permission from the religious court. Problems arise when a second marriage is carried out without such permission, even though it is administratively registered and later acknowledged in the context of inheritance distribution. This research aims to analyze the legal certainty in inheritance distribution within polygamous marriages, with a focus on the decision of the Stabat Religious Court No. 1491/Pdt.G/2022/PA.Stb.
This study employs a normative juridical method, utilizing a statutory and case study approach. The analysis is grounded in three theoretical frameworks: the theory of justice by Sayyid Quthb, the theory of legal certainty by Jan M. Otto, and the theory of legal protection by Satjipto Rahardjo. The findings indicate that the inclusion of the second wife as an heir in this case fails to fulfil the principle of legal certainty due to the absence of court permission, as mandated by the Marriage Law and the Compilation of Islamic Law. Although the marriage was formally registered, it lacks legal validity under positive law and therefore should not generate legal consequences in inheritance matters.
The study concludes that recognizing the inheritance rights of a second wife without court approval creates legal uncertainty and may disadvantage other heirs, particularly the children from the first marriage. Consequently, strict and consistent law enforcement by religious courts is essential to ensure that the formal legal requirements of polygamous marriage are fully met before any legal consequences arise, including inheritance rights. In addition, legal reform and public awareness regarding polygamy regulations must be enhanced to ensure that Islamic inheritance law is applied more fairly and transparently in accordance with the principle of legal certainty.148 PagesTesis Magiste
The Effect of Electronic Service Quality on Mobile Banking User Satisfaction: An Empirical Study on Accounting S1 Students University of Sumatera Utara
No full textThis study aims to examine the influence of efficiency, fulfillment, system availability, and privacy on mobile banking user satisfaction among undergraduate Accounting students at the Faculty of Economics and Business, Universitas Sumatera Utara. This research employs a quantitative approach with a survey method, and data were collected through questionnaires distributed to 265 respondents using convenience sampling. The data were processed using SPSS version 27. The results show that efficiency, fulfillment, system availability, and privacy have a positive and significant effect on user satisfaction. This study emphasizes the important role of electronic service quality in shaping user satisfaction with mobile banking services.132 PagesSkripsi Sarjan
Potential Test of Periodontal Chips Containing Carboxymethyl Chitosan, Hyaluronic Acid, and Collagen Against Porphyromonas gingivalis Growth and Fibroblast Cell Cytotoxicity Test (In Vitro)
No full textPeriodontitis is a chronic inflammatory disease characterized by the destruction of periodontal supporting tissues, strongly associated with the presence of Porphyromonas gingivalis. Local delivery of antimicrobial biomaterials is needed to enhance periodontal therapy outcomes. This study aimed to evaluate the antibacterial activity of periodontal chips formulated with carboxymethyl chitosan, hyaluronic acid, and collagen against Porphyromonas gingivalis, as well as to assess their cytotoxicity on 3T3 fibroblast cells. The chips were prepared by combining carboxymethyl chitosan, hyaluronic acid, collagen. Antibacterial testing was conducted using the Kirby–Bauer method on Brucella Agar with 5% sheep blood under anaerobic conditions for 48 hours. Cytotoxicity was assessed using the MTT assay after 24 hours of incubation, and cell viability was interpreted according to ISO 10993-5. The results showed that the chip produced an inhibition zone of 16.99 mm, indicating strong antibacterial activity. The cytotoxicity test demonstrated a cell viability of 84.14%, which classifies the material as non-cytotoxic. In conclusion, periodontal chips containing carboxymethyl chitosan, hyaluronic acid, and collagen exhibit strong antibacterial effects against Porphyromonas gingivalis and demonstrate good biocompatibility by non cytotoxicity, indicating their potential for development as a local therapeutic agent for periodontal disease.74 PagesSkripsi Sarjan
Correlation of Systemic Therapy Modalities with Side Effects Among Lung Cancer Patients at H. Adam Malik General Hospital, 2024
No full textIntroduction: Lung cancer is one of the leading causes of cancer-related mortality, and systemic therapies such as chemotherapy and targeted therapy (EGFR-TKI) often cause side effects that can affect patients’ quality of life. Understanding the relationship between the type of systemic therapy and its associated side effects is essential for improving the accuracy of clinical management for lung cancer patients. Objective: To analyze the relationship between the type of systemic therapy and the occurrence of side effects in lung cancer patients at H. Adam Malik General Hospital in 2024. Methods: This was a descriptive-analytic study with a cross-sectional design using medical record data. A total of 97 therapy cases were analyzed, consisting of 84 first-line therapies and 13 second-line therapies. The therapy types included platinum-based chemotherapy and EGFR-TKI targeted therapy. Statistical analysis was performed using Fisher’s Exact Test. Results: There was a significant association between the type of systemic therapy and the occurrence of diarrhea (p = 0.016), drug eruption (p = 0.009), skin itching (p = 0.037), and decreased appetite (p = 0.004). Other side effects such as alopecia, nausea and vomiting, fatigue, numbness, dry skin, constipation, joint pain, generalized body pain, and mouth sores showed no significant associations (p > 0.05). Conclusion: The type of systemic therapy is significantly associated with the occurrence of diarrhea, drug eruption, skin itching, and decreased appetite, whereas other observed side effects do not show significant relationships.117 PagesSkripsi Sarjan
The Effectiveness of Propolis Extract and Propolis Geniotrigona Thoracica Hydrogel Based Periodontal Chips in Inhibiting the Growth of Fusobacterium Nucleatum: An In Vitro Study
No full textPeriodontal disease is a chronic inflammatory condition triggered by the accumulation of bacterial plaque. Fusobacterium nucleatum, a Gram-negative anaerobic bacterium, plays a role in the development of periodontal disease. The gold standard therapy for periodontal disease is scaling and root planing (SRP), which is effective for shallow pockets 5 mm, thus requiring adjunctive treatment with a Local Drug Delivery System (LDDS) such as propolis-based periodontal chips for gradual drug release without side effects. Geniotrigona thoracica propolis is rich in secondary compounds that have antibacterial and anti-inflammatory properties. The purpose of this study was to determine the effectiveness of Geniotrigona thoracica propolis hydrogel-based extracts and periodontal chips at concentrations of 2.3%, 5%, 7.5%, and 10% in inhibiting the growth of Fusobacterium nucleatum based on the diameter of the inhibition zone produced. This study was an experimental laboratory study with a post-test control group design using the Kirby Bauer method. The results of this study show strong and significant inhibitory activity at a concentration of 10% propolis extract and propolis-based periodontal chips, producing inhibition zones of 16.58 mm and 15.50 mm, followed by lower concentrations. The positive control of propolis extract using a 2.5% CHX solution produced an inhibition zone of 29.67 mm, while the positive control CHX chip produced an inhibition zone of 31.25 mm. The negative control of propolis extract and propolis-based periodontal chips did not show antibacterial activity because the clear zone formed was pseudo and irregular.110 PagesSkripsi Sarjan
The Influence of Anime on the Medan Anime Club Community
No full textThis study aims to identify the positive and negative impacts of Anime on the
members of the Medan Anime Club (MAC) in Medan City. This research employs
a qualitative descriptive method with the goal of deeply understanding the effects
of Anime on the behavior and perspectives of community members. Data were
collected through in-depth interviews, observations, and documentation, and were
analyzed descriptively to uncover patterns and meanings from the participants’
experiences. This study is based on the Theory of Impact. The results indicate that
Anime has a more dominant positive influence, such as enhancing creativity in art
and cosplay, broadening knowledge of Japanese culture and language, and
fostering self-confidence and social interaction skills. However, there are also
negative impacts, including consumerist behavior toward Japanese cultural
products, identity crises due to excessive attachment to Anime characters, and
media addiction that may disrupt daily routines. The conclusion of this study shows
that Anime plays a significant role in shaping the behavior, mindset, and social
identity of young people in the Medan Anime Club community. Therefore,
maintaining a balance between hobbies and real life is essential to ensure that the
influence of media remains healthy and constructive.121 PagesSkripsi Sarjan