ECOJURNAL - Jurnal Eco Unita

STRATEGI PEMBERDAYAAN MASYARAKAT LOKAL DESA PEARUNG UNTUK MENDUKUNG WISATA GEOSITE SIPINCUR KABUPATEN HUMBANG HASUNDUTAN

2026-02-23T16:25:59+00:00

This study aims to analyze the empowerment strategies of the local community of Pearung Village in supporting the development of Sipincur Geosite tourism in Humbang Hasundutan Regency. The research method used a qualitative approach with interviews, observation, and documentation. Data analysis was conducted using a SWOT matrix. The results showed that training and mentoring increased the capacity of MSMEs and art studios, but were not evenly distributed to cleaning and parking staff. Community participation in tourism planning is still limited, while local institutions contribute positively but not optimally. Cultural and environmental preservation is progressing well, supported by collaboration between the government and the community. The main challenges are limited facilities, lack of ongoing training, and weak coordination. Effective strategies need to include equitable distribution of training, institutional strengthening, increased community involvement, and cross-sector collaboration. This research is expected to be a reference for the development of sustainable community-based tourism in Sipincur Geosite.

ANALISIS STRATEGI BISNIS PT UNILEVER INDONESIA TBK DALAM MENGATASI ISU BOIKOT

2025-12-09T12:19:11+00:00

This study analyzes PT Unilever Indonesia Tbk's strategy in dealing with the crisis caused by the boycott issue that occurred in 2023. The impact of this boycott issue caused a decline in net profit of up to 29.8% in 2024 and a decline in market share from 38.5% to 34.9%. The method used was a literature study, which examined the company's strategy from three aspects: public relations, operations, and finance. The findings show that although Unilever has implemented crisis communication, overhauled its distribution system with a 50% reduction in stock, and increased promotional costs, these efforts have not been able to significantly restore consumer confidence. Changes in consumer behavior, which is sensitive to price and open to local product alternatives, pose a major challenge. This study concludes that concrete actions are needed through the strengthening of CSR programs to restore brand image and consumer confidence in a sustainable manner.

PENGARUH FASILITAS UMUM TERHADAP KEPUASAN PENGUNJUNG PADA OBJEK WISATA SALIB KASIH TARUTUNG

2026-02-23T16:18:24+00:00

Tourism is a major foreign exchange earner for a country, and many countries are now recognizing its potential, which offers valuable value to tourists. The presence of tourists, especially in a country, clearly contributes to the country's income and creates job and business opportunities for the community. The tourism sector cannot stand alone, meaning its existence requires support, for example, transportation, accessibility, accommodation, amenities, tourist attractions, and so on. This study aims to determine the influence of public facilities on visitor satisfaction at the Salib Kasih Tarutung tourist attraction. The data analysis methods used were simple correlation analysis, simple regression analysis, and the t-test. The sample in this study were visitors to the Salib Kasih Tarutung tourist attraction. It can be concluded that public facilities (X) have a positive and significant influence on visitor satisfaction (Y) at the Salib Kasih Tarutung tourist attraction in North Tapanuli Regency, thus the research hypothesis is accepted.

PENGARUH PROMOSI WISATA TERHADAP PENINGKATAN PENGUNJUNG DI OBJEK WISATA SALIB KASIH TARUTUNG

2026-02-23T16:07:42+00:00

This study aims to determine the extent to which tourism promotion influences the increase in visitors at the Salib Kasih tourist attraction in Tarutung. The study involved 94 respondents. The data analysis methods applied include validity testing, reliability testing, simple linear regression analysis, coefficient of determination (R²), correlation analysis, and t-test (hypothesis testing). The results indicate that all questionnaire items are valid and reliable. The correlation coefficient (r_calculated) is 0.583, greater than r_table, with a significance value of 0.000 < 0.05, indicating a positive and significant relationship of moderate strength between tourism promotion and visitor increase. The coefficient of determination (R²) is 0.340, meaning that the tourism promotion variable contributes 34% to the increase in visitors, while the remaining 66% is influenced by other factors not examined in this study. The simple linear regression analysis produced the equation Y = 6.224 + 1.070X, which implies that a one-unit increase in tourism promotion (X) will increase the number of visitors (Y) by 1.070 units. The t-test results show that t_calculated = 6.889 > t_table = 1.661 with a significance value of 0.000 < 0.05. This confirms that the tourism promotion variable (X) has a positive and significant effect on the increase in visitors (Y) at the Salib Kasih tourist attraction in Tarutung. Thus, the research hypothesis is accepted, namely that tourism promotion has a positive and significant effect on the increase in visitors.

PENGARUH PEMBAYARAN COD (CASH ON DELIVERY) TERHADAP MINAT BELI REMAJA PADA E-COMMERCE SHOPEE DI DESA PURBA BARINGIN KECAMATAN PAKKAT KABUPATEN HUMBANG HASUNDUTAN

2026-02-23T15:59:59+00:00

This study aims to determine the extent to which the Cash on Delivery (COD) payment method influences teenagers’ purchase intention on e-commerce platforms in Purba Baringin Village, Pakkat District, Humbang Hasundutan Regency. The data analysis methods applied include validity testing, reliability testing, simple linear regression analysis, coefficient of determination (R²), and t-test (hypothesis testing). The study involved 64 respondents.The results show that the correlation coefficient (r_calculated) of the COD payment variable (X) is 0.699, which is greater than r_table (0.246). This indicates a strong, positive, and significant relationship between the COD payment method (X) and teenagers’ purchase intention (Y). The coefficient of determination (R²) is 0.489, meaning that the COD payment variable explains 48.9% of the variation in teenagers’ purchase intention, while the remaining 51.1% is influenced by other factors outside this study. The simple linear regression analysis produced the equation Y = 8.008 + 0.352X, which implies that if the COD payment method (X) does not change (X = 0), the teenagers’ purchase intention (Y) is at 8.008. Each one-unit increase in COD payment contributes to an increase of 0.352 in purchase intention. The t-test results show that t_calculated = 7.007 > t_table = 1.669, confirming that the COD payment method has a positive and significant effect on teenagers’ purchase intention in Purba Baringin Village, Pakkat District, Humbang Hasundutan Regency. Therefore, the research hypothesis is accepted, namely that the COD payment method positively and significantly influences teenagers’ purchase intention on e-commerce..

ANALISIS PENGARUH PERILAKU SISWA TERHADAP PRESTASI BELAJAR SISWA KELAS VIII TA 2024/2025 SMP NEGERI 3 MUARA

2026-02-23T16:29:39+00:00

This study aims to determine and analyze the effect of student behavior on learning achievement of class VIII students of SMP Negeri 3 Muara in the 2024/2025 school year. Student behavior includes discipline, motivation to learn, involvement in school activities, attitude of responsibility, and time management. Learning achievement is measured through student academic grades obtained from report cards, assignments, and exams. The research method uses a descriptive quantitative approach. The study population was all VIII grade students totaling 65 people and all of them were sampled. Data were collected through a Likert scale questionnaire and report card documentation. Data analysis included validity, reliability, simple correlation, simple linear regression, coefficient of determination, and t-test.

The results showed that there was a significant relationship between student behavior and learning achievement with a correlation coefficient value of 0.738 (strong category). The R² value is 0.545, meaning that student behavior affects 54.5% of learning achievement, the rest is influenced by other factors. The regression equation obtained Y = 0.547 + 0.628X. The t-test shows that the tcount is 8.682 > ttable 1.998, so the hypothesis is accepted. Thus, student behavior has a positive and significant effect on learning achievement. This study recommends schools and teachers to put more emphasis on fostering positive behavior, increasing motivation, and creating a conducive learning environment.

ANALISIS STRATEGIS PEMASARAN DAN KUALITAS LAYANAN DALAM MENINGKATKAN KEUNGGULAN BERSAING PADA BISNIS PIJAT REFLEKSI KAKIKU CABANG J-CITY

2025-12-09T12:43:52+00:00

This study aims to analyze the marketing strategies and service quality implemented by the KAKIKU J-City Reflexology business to enhance its competitive advantage. The health and wellness services sector, such as reflexology, is growing rapidly ; however, this growth also intensifies competition , making marketing strategy and service quality key determinants of business sustainability. Employing a qualitative approach with a descriptive method , the research found that KAKIKU J-City successfully created a competitive advantage through a combination of strategies. These strategies include utilizing a strategic location in the J-City area , effective digital marketing (using Instagram and collaboration with the MedanTalk account) , and service differentiation through complete facilities, including additional services like a salon and face treatments. SERVQUAL-based service quality was also well-achieved , supported by professional and responsive therapists, clean and comfortable facilities, and personal service (empathy). This success is confirmed by interview findings with management, employees, and customers. However, there is a crucial recommendation to increase the number of therapists to reduce customer waiting times during peak hours , in order to maintain continuous service quality.

PENGARUH PROMOSI DIGITAL MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BERKUNJUNG DI HOTEL DAN RESTAURANT MARTIN ANUGRAH DOLOKSANGGUL KABUPATEN HUMBANG HASUNDUTAN

2026-02-23T16:22:25+00:00

This study aims to examine the effect of digital promotion through Instagram social media on visiting interest at Martin Anugrah Hotel and Restaurant, Doloksanggul, Humbang Hasundutan Regency. The data analysis methods employed in this research include Simple Correlation Analysis, Coefficient of Determination (R²), Simple Linear Regression Analysis, and Hypothesis Testing (t-test). The population and sample consist of 100 consumers who stayed or visited Martin Anugrah Hotel and Restaurant Doloksanggul. The results of the analysis show that the correlation coefficient (r_calculated) for the variable Digital Promotion through Instagram (X) is 0.819, which is greater than r_table (0.165). This indicates a very strong and significant relationship between Digital Promotion through Instagram (X) and Visiting Interest (Y). The coefficient of determination (R²) is 0.672 or 67.2%, meaning that Digital Promotion through Instagram contributes 67.2% to Visiting Interest, while the remaining 32.8% is influenced by other factors not examined in this study. The simple linear regression analysis produces the equation Y = 7.851 + 0.599X, which implies that if the Digital Promotion through Instagram variable (X) is constant (X = 0), the Visiting Interest (Y) is 7.851. Furthermore, each one-unit increase in Digital Promotion through Instagram increases Visiting Interest by 0.599. The t-test results show that t_calculated = 14.156 > t_table = 1.984, confirming that Digital Promotion through Instagram has a positive and significant effect on Visiting Interest at Martin Anugrah Hotel and Restaurant Doloksanggul, Humbang Hasundutan Regency. Therefore, the research hypothesis is accepted, namely that social media promotion has a positive and significant effect on visiting interest.

ANALISIS PENGARUH FAKTOR – FAKTOR EFEKTIVITAS PELATIHAN SOFT SKILLS DALAM MENINGKATKAN KINERJA PESERTA LEMBAGA PELATIHAN KERJA BEZIRO DOLOKSANGGUL

2026-02-23T16:12:28+00:00

This study aims to determine the influence of Emotional Intelligence, Self-Motivation, and Mindset on the Performance of participants at the Bezira Doloksanggul Job Training Institute (LPK). The background of this research is based on the importance of strengthening non-technical aspects (soft skills) in improving individual performance, particularly in the context of job training, which aims to prepare participants to enter the workforce.This is a quantitative study with an associative approach. Data collection was carried out by distributing questionnaires to 31 training participants. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25.0. Instrument testing included validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, as well as partial regression tests (t-test) and simultaneous tests (F-test). The correlation between Emotional Intelligence (X1) and Participant Performance (Y) at the Bezira Doloksanggul Job Training Institute is 0.664 > 0.355, indicating a significant and strong relationship. The correlation between Self-Motivation (X2) and Participant Performance (Y) is 0.609 > 0.355, also showing a significant and strong relationship. The correlation between Mindset (X3) and Participant Performance (Y) is 0.630 > 0.355, indicating a significant and strong relationship as well. With an F-count value (13.544) > F-table value (2.960), Emotional Intelligence (X1), Self-Motivation (X2), and Mindset (X3) have a positive and significant influence on improving the Performance of Participants (Y) at the Bezira Doloksanggul Job Training Institute.Based on these results, it is concluded that strengthening aspects of Emotional Intelligence and Mindset should become the main focus in job training programs, while Self-Motivation should still be considered even though it may not be statistically significant. This research provides practical contributions to Job Training Institutes in formulating soft skill development strategies to enhance participants’ performance.

PENGARUH PENGGUNAAN TEKNOLOGI ARTIFICIAL INTELLIGENCE (AI) TERHADAP PRESTASI AKADEMIK MAHASISWA DI FAKULTAS EKONOMI UNIVERSITAS SISINGAMANGARAJA XII TAPANULI

2026-02-23T16:03:42+00:00

This study investigates the effect of Artificial Intelligence (AI) technology utilization on students’ academic achievement at the Faculty of Economics, Sisingamangaraja XII Tapanuli University (UNITA), located in Pariksabungan Village, Siborongborong District, North Tapanuli Regency. The analytical methods applied include simple correlation analysis, coefficient of determination (R²), simple linear regression analysis, and hypothesis testing using the t-test. The research population consisted of 64 students from the Faculty of Economics at UNITA. The findings reveal that the correlation coefficient (r = 0.745) exceeds the critical value (r_table = 0.246), indicating a significant positive relationship between AI technology utilization and students’ academic achievement. Based on correlation coefficient interpretation guidelines, this value is categorized as moderate. Furthermore, the coefficient of determination (R²) is 0.555, suggesting that 55.5% of the variance in academic achievement is explained by AI technology utilization, while the remaining 44.5% is attributed to other factors not examined in this study. The simple linear regression analysis produced the equation Y = 5.199 + 0.780X, implying that when AI technology utilization is absent (X = 0), students’ academic achievement is 5.199. Moreover, each one-unit increase in AI technology utilization contributes to an increase of 0.780 in academic achievement. The hypothesis testing results show that the calculated t-value (t = 8.790) is greater than the critical t-value (t_table = 1.999), confirming that AI technology utilization has a significant and positive effect on students’ academic achievement. Consequently, the research hypothesis is accepted, affirming that the use of Artificial Intelligence technology significantly enhances the academic performance of students in the Faculty of Economics at UNITA..

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PREFERENSI PENGUNJUNG PADA WISATA PASIR PUTIH PORSEA

2026-02-23T16:33:21+00:00

In line with the growing number of public visits to tourism activities, an in-depth understanding of the factors influencing visitor preferences has become an essential consideration in the development of tourism destinations. This study aims to examine the extent to which internal and external factors affect visitor preferences at the Pasir Putih Porsea tourist attraction. The research employed a quantitative approach, with the population consisting of all visitors to Pasir Putih Porsea. A total of 100 respondents were selected as the sample using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 25.00.The analysis was conducted to identify the relationship between the independent and dependent variables. The correlation coefficients obtained for Internal Factors (X1) and External Factors (X2) were 0.092 and 0.177, respectively. The multiple linear regression equation derived was: Y = 14.846 + 0.092X1 + 0.177X2. The coefficient of determination (R Square) was 0.535, indicating that the two independent variables jointly explained 53.5% of the variance in visitor preferences, while the remaining 46.5% was influenced by other factors not examined in this study.The results of the partial hypothesis testing revealed that the t-value for Internal Factors was 3.299 and for External Factors was 7.425. Given the critical t-value of 1.984, it can be concluded that both Internal Factors and External Factors exert a positive and statistically significant effect on visitor preferences (tcount > ttable). Furthermore, the results of the simultaneous test (F-test) demonstrated that the two independent variables collectively exerted a significant influence on visitor preferences, as evidenced by an F-value of 55.876, which exceeded the critical F-value of 3.09.

ANALISIS STRATEGI PEMASARAN DALAM MENNGKATKAN JUMLAH PELANGGAN DI FLYOVER CAFÉ & RESTO, LAGUBOTI

2026-02-23T15:56:20+00:00

Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan dalam upaya meningkatkan jumlah pelanggan di Fyover Café & Resto Laguboti yang terletak di kabupaten Toba,Sumatera Utara. Flyover Café & Resto dipilih sebagai objek penelitian karena pentingnya strategi pemasaran dalam menarik minat beli pelanggan terutama dalam industri kafe yang kompetitif. Fokus masalah yang diteliti dalam skripsi ini adalah Bagaimana penerapan strategi pemasaran dalam upaya meningkatkan jumlah pelanggan pada Flyover Café & Resto Laguboti, Bagaimana dampak penerapan strategi pemasaran dalam upaya meningkatkan pelanggan pada Flyover kafe & resto. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara dengan pemilik kafe dan karyawan, observasi langsung di lokasi, dan studi dokumentasi terkait strategi pemasaran yang telah dilakukan oleh kafe.Hasil penelitian menunjukkan bahwa Flyover Café & Resto telah menerapkan strategi pemasaran 4P yaitu Produk (Product), Harga (Price), Tempat (Place), promosi (Promotion). Strategi dilakukan dengan cara memperkenalkan produk menu café ke sosial media memberikan menu menarik. Kedua, strategi harga yang memanfaatkan promo-promo di hari tertentu seperti promo bundling yang kemudian diberi diskon untuk paket tersebut. Ketiga, strategi promosi melalu media online yaitu dengan memanfaatkan sosial media untuk mengenalkan produknya ke orang luas dan memberikan promo/diskon melalui media sosial. Kemudian strategi tempat yaitu memanfaatkan lokasi yang strategis dipinggir jalan utama agar mudah diketahui oleh pelanggan.dengan adanya strategi pemasaran 4P Dampaknya berpengaruh dalam peningkatan jumlah pelanggan.