Proceeding of International Conference on Business, Economics, Finance and Technology

Promotional Innovation and User Experience: Determinants of Consumer Repurchase Intention in Lazada Medan

Debora Tambunan — 2025-10-20

This study aims to analyze the influence of promotional innovation and user experience on repurchase intention of Lazada consumers in Medan, both partially and simultaneously. The phenomenon of intense competition in the e-commerce industry requires companies to not only offer competitive prices, but also create creative promotional strategies and optimal shopping experiences. This study uses a quantitative method with a survey approach. The research sample of 200 respondents was determined using a purposive sampling technique with the criteria of consumers who have shopped at Lazada more than once and are domiciled in Medan City. The results show that promotional innovation has a positive and significant effect on consumer repurchase intention. Similarly, user experience has a positive and significant effect on repurchase intention. Simultaneously, promotional innovation and user experience have a significant positive effect on repurchase intention of Lazada Medan consumers. These findings reinforce the view that innovative marketing strategies and satisfying shopping experiences are an important combination for building customer loyalty.

Decision Support System Based on IoT and Mamdani Fuzzy Logic for Nutrient Management in Hydroponic Plants on Urban Rooftop Farming

Hamjah Arahman — 2025-10-20

Urban agriculture has emerged as a viable solution to address the challenge of limited land availability in urban areas. Hydroponic systems, as a soil-less cultivation method, are gaining popularity due to their efficiency. However, nutrient management in hydroponic farming remains a significant challenge. This study proposes the development of a Decision Support System (DSS) based on the Internet of Things (IoT) and Mamdani fuzzy logic to provide automated nutrient recommendations based on environmental parameters. This approach aims to enhance the efficiency, accuracy, and automation of small-scale hydroponic farming management in urban settings.

The Effect of Communication and Complaint Handling on Employee Commitment with Moderating Variable Employee Job Satisfaction at Kumala Hotel Banda Aceh

Ahmad Fadli — 2025-10-20

This study aims to examine the effect of communication and complaint handling on employee commitment, with job satisfaction as a moderating variable. The findings reveal that both communication and complaint handling significantly influence employee commitment. Effective communication ensures that employee needs and expectations are met, thereby enhancing satisfaction and strengthening commitment. Similarly, proper handling of employee complaints fosters positive attitudes and behavior, which further promotes organizational loyalty. Moreover, the study finds that job satisfaction moderates the relationship between communication, complaint handling, and employee commitment. When job satisfaction is high, the positive effects of communication and complaint handling on commitment are amplified. Conversely, low satisfaction weakens these effects. These results align with Social Exchange Theory, Organizational Justice Theory, and Herzberg’s Two-Factor Theory, emphasizing the importance of addressing both communication quality and employee satisfaction to enhance organizational commitment. The study recommends that organizations adopt integrated strategies focusing on transparent communication, effective complaint resolution, and sustained efforts to improve job satisfaction in order touild a committed and productive workforce.

The Influence of Auditor Independence and Competence on Audit Quality at Public Accounting Firms in Medan

Dewi Rafiah Pakpahan — 2025-10-20

The purpose of this study is to determine the effect of Independence and Competence Auditors on the Quality Audit, partially and simultaneously on Auditors at Public Accounting Firm in Medan. The results of the research analysis show Independence partially has a significant effect on the Quality Audit and Competence partially doesn’t have significant effect on the Quality Audit. The results showed that Independence and Competence simultaneously have a significant effect on the Quality Audit at Public Accounting Firm in Medan. The results of the study are supported by the value of R² which means Independence and Competence have an effect on Quality Audit. While the remaining is effected by other factors originating from outside this research model such as professionalism, work experience, audit fee, integrity.

Analysis Of Forecasting Of Farmer Exchange Rate For The Food Crop Subsector In North Sumatra Province Using Arima Method

Andereas Siagian — 2025-10-20

One of the measurements the level of farmer welfare is by calculating the Farmer Exchange Rate (NTP). This study aims to analysis of forecasting and describe the results of forecasting the farmer exchange rate (NTP) for the food crop subsector in 2025-2027 using the ARIMA method. This research employs descriptive and econometric analysis using time series NTP for the food crop subsector from January 2020 to December 2024 in North Sumatra Province, obtained from the BPS SUMUT website. This study shows that the best forecasting model is ARIMA (2,1,0) and the forecasting results show an increasing trend, but the NTP value < 100 percent, so food crop farmers in North Sumatra are not yet wealthy.

Multivariate Data Analysis for Customer Segmentation using Principal Component Analysis and K-Means Clustering

Bosker Sinaga — 2025-10-20

This study aims to perform customer segmentation using Principal Component Analysis (PCA) and K-Means Clustering on a Mall Customers dataset consisting of 200 customers with attributes such as age, annual income, and spending score. The main problem addressed is the lack of understanding of diverse customer characteristics, leading to less effective marketing strategies. The proposed solution involves applying PCA to reduce data dimensionality and identify key features, followed by K-Means clustering to group customers into homogeneous clusters. The analysis results reveal three optimal clusters with distinct profiles: older customers with medium income and low spending scores, middle-aged customers with high income and moderate spending scores, and younger customers with low income but high spending scores. PCA visualization confirms clear segmentation, although some overlap exists near cluster boundaries. In conclusion, this segmentation provides valuable insights for companies to develop more targeted and effective marketing strategies based on the unique profiles of each customer cluster.

Leading Multi-Generational Teams: Bridging Gen Z, Millennial, and Gen X Values

Edy Faisal Harahap — 2025-10-20

In today's rapidly evolving workplace, the coexistence of multiple generations—specifically Generation Z, Millennials, and Generation X—presents significant challenges for organizational leadership. This study aims to explore effective leadership strategies that bridge the values and expectations of these distinct generational cohorts, thereby enhancing collaboration and team cohesion. The research encompasses the identification of key leadership styles, the role of emotional intelligence, and the impact of mentoring practices on intergenerational dynamics. A qualitative research methodology was employed through a systematic analysis of 80 peer-reviewed articles sourced from accredited journals focusing on human resource management, organizational behavior, and generational studies, covering the period from 2022 to 2025. Thematic analysis was utilized to identify patterns, synthesize key findings, and develop a comprehensive understanding of contemporary leadership practices within multi-generational workplace contexts. The findings indicate that leaders with high emotional intelligence are significantly better equipped to navigate the complexities of generational differences, fostering an inclusive environment that promotes mutual respect and collaboration. Additionally, tailored leadership approaches, digital communication strategies, and reverse mentoring have proven effective in bridging generational divides. These insights have profound implications for organizations seeking to enhance employee engagement, retention, and overall performance in an increasingly diverse workforce.

The Role of Certification in Enhancing the Competitiveness of Local Gambir: A Case Study of Pakpak Bharat

Marino Manik — 2025-10-20

This study conducts an in-depth analysis of the role of gambir certification in enhancing the competitiveness of local gambir products, with a focus on a case study in Pakpak Bharat Regency, North Sumatra. Gambir (Uncaria gambir Roxb.) is a strategic plantation commodity with diverse industrial applications, ranging from natural dyes, leather tanning agents, to pharmaceutical components. Although Indonesia is the world's largest gambir producer, local gambir products often face challenges in penetrating global markets that increasingly demand quality and sustainability standards. Certification, whether quality-based (e.g., ISO, SNI) or sustainability-based (e.g., Rainforest Alliance, Organic), is viewed as a crucial tool for overcoming these barriers. Through a qualitative approach involving literature reviews and indirect observations of practices in Pakpak Bharat, this article outlines how certification can serve as a catalyst for improving quality, production efficiency, market access, and ultimately, the well-being of gambir farmers. The discussion includes identifying challenges, the benefits of certification, and policy recommendations to promote broader implementation of gambir certification.

Design of The Smoke Level Measuring Device and Cigarette Smoke Control Device in The Smoking Area on Campus

Budi Hasian Daulay — 2025-10-20

A cigarette smoke controller is intended to control the level of cigarette smoke in a room. Smoking areas are usually located in small, confined spaces. If the smoking area is located inside a building, the air quality in the smoking area will be very worrying, especially if there are several people in the room. The design of this cigarette smoke controller is intended to be able to control the air quality in the room. Cigarette smoke in the smoking area is controlled by a fan or blower that can be turned on automatically. All of these can be controlled by a microcontroller based on the Arduino Uno microcontroller. The MQ-2 sensor is used to measure the smoke level in the air, and the DS18B20 temperature sensor is used to measure the room temperature. To display the measurement values from the sensors used, a 16x2 character display is chosen. This design is intended to control the AC fan used to neutralize cigarette smoke levels in the air, whether it should be on or off, whether to increase the fan rotation speed, or keep it at a low speed. All of these functions must be implemented to obtain good research results.

Auction Information System

Dini M Hutagalung — 2025-10-20

Information technology has brought significant changes in various aspects of life, including in the process of buying and selling goods. One method of buying and selling that is often used is auction, especially for used goods that have high collection value. However, the current used goods auction process still faces several problems, such as limited market reach, difficulty for sellers in marketing goods, and lack of a safe platform for collectors to transact and share information. This research aims to design a website-based auction information system that can answer these problems. This system is designed to reach many buyers in various locations, make it easier for sellers to market their used goods, and provide a safe and comfortable platform for used goods collectors. This information system is equipped with automatic auction features, item categories, E-Wallet for payment methods, and is designed responsively to be accessed via desktop or smartphone. The results of this research show that the designed auction system successfully fulfills the main objectives of the research by providing an effective and efficient platform for buying and selling used goods.

Theory Of Individual and Group Behavior in Educational Organizations

Ibnu Hajar — 2025-10-20

This paper explores the reconstruction of individual and group behavior theories within educational organizations in response to the challenges of technological disruption, multigenerational diversity, and inclusivity demands in the era of Education 4.0. Classical theories such as Maslow’s Hierarchy of Needs, Herzberg’s Two-Factor Theory, and Tuckman’s group development model, while foundational, are increasingly inadequate in explaining the behavioral complexities of modern educational settings. Through a synthesis of recent studies (Deloitte, 2023; Gibson et al., 2022; PwC, 2023; UNESCO, 2023), this research identifies a theoretical gap between traditional frameworks and contemporary realities shaped by digital transformation and cross-cultural interaction. The integration of neuroscience, technology, and DEI (Diversity, Equity, Inclusion) principles is proposed as a solution to bridge this gap. The study formulates a four-pillar integrative framework consisting of: (1) adaptive motivation theories aligned with Gen-Z and millennial values, (2) hybrid team models emphasizing psychological safety, (3) neuroscience-based management approaches, and (4) operational DEI practices. Implementation of this model, as exemplified by case findings from Polytechnic B, has demonstrated tangible benefits, including a 20% increase in lecturer retention and a 30% reduction in communication conflicts. The paper concludes by offering recommendations for researchers, practitioners, policymakers, and educational stakeholders to adopt evidence-based, inclusive, and technology-driven behavior management systems. The findings underscore the necessity for educational organizations to evolve into adaptive, purpose-driven ecosystems that harmonize behavioral science, digital innovation, and human-centered values to sustain educational excellence in the 21st century.

Design And Implementation of a Google Glass-Based Digital Assistant System in A Hospital

Hanifah — 2025-10-20

The development of digital technology has brought significant changes in the world of healthcare, particularly in the utilization of wearable devices such as Google Glass. This study aims to design and implement a Google Glass-based digital assistant system in a hospital environment to improve the efficiency of medical services. The method used is a Research and Development (R&D) approach with a prototype development model. Data were collected through observation, interviews, and system trials with 10 medical personnel at XYZ Hospital Jakarta. The test results show that this digital assistant system is able to accelerate the process of accessing patient and medical data in real-time. The average time for accessing patient data decreased by 35% compared to conventional methods. The conclusion of this study is that the implementation of Google Glass with a digital assistant system has great potential in supporting modern healthcare services in Indonesia.

The Influence of Interactive Portfolio Websites on Students' Self-Branding

Hendrianto Sitorus — 2025-10-20

This study aims to determine the extent to which portfolio website interactivity influences students' self-branding. The interactivity in question includes navigation features, multimedia, responsiveness, and attractive visual design. The research method used is a quantitative approach with a descriptive correlational design. The sample consisted of 42 students from the digital media and visual communication study program who have active portfolio websites. The research instrument used a 5-point Likert scale questionnaire. The results of the validity and reliability tests showed that all statement items were valid and reliable, with a Cronbach's Alpha value of 0.784 for variable X and 0.935 for variable Y. A simple linear regression analysis showed a positive and significant influence between portfolio website interactivity and students' self-branding, with a regression coefficient value of 0.898 and a contribution of 83.8%. These findings confirm that interactive portfolio websites are a strategic medium in shaping students' professional self-image in the digital era.

The Influence of Word of Mouth on Trust and Consumer Purchase Decisions in Medan City

Ika Putriani — 2025-10-20

This study aims to analyze the influence of word of mouth (WOM) on consumer trust and purchasing decisions in Medan City. The WOM phenomenon is increasingly influential in consumer behavior in the digital era, especially through social media platforms and personal communication. The method used is a quantitative survey approach using a questionnaire to 100 consumer respondents who have purchased products through WOM recommendations. Data were analyzed using a multiple regression model and mediation test. The results show that WOM has a significant effect on consumer trust and purchasing decisions. Trust also mediates the influence of WOM on purchasing decisions. These findings provide important implications for businesses to improve marketing strategies based on customer recommendations.

The Influence of Social Media on Young People's Interest in Traveling Local Tourist Attractions in North Sumatra

Jessica Liony Manalu — 2025-10-20

This study aims to analyze the influence of social media on young people's interest in traveling to local tourist destinations in North Sumatra. In today's digital era, social media plays a significant role in shaping tourism perceptions and preferences, especially among the younger generation. The method used in this study was a quantitative survey by distributing questionnaires to 100 respondents aged 18–25 who actively use social media such as Instagram, TikTok, and YouTube. Data were analyzed using a quantitative descriptive approach and simple regression to determine the relationship between the intensity of exposure to tourism content on social media and travel interest. Preliminary results indicate a significant positive effect between social media exposure and increased interest among young people in visiting local tourist destinations in North Sumatra, especially those that go viral or are popular on digital platforms. Social media is an effective tool in tourism promotion that can increase awareness and interest of the younger generation in local riches.

The Influence of Financial Transparency and Accountability on Muzaki Trust, with Service Quality as a Moderating Variable: A Case Study of Dompet Dhuafa

Meilya Evita Syari — 2025-10-22

This systematic literature review examines how financial transparency and accountability affect muzaki (zakat donor) trust, with service quality (per the SERVQUAL model) as a moderating factor, in the context of Indonesia’s Dompet Dhuafa (a national amil zakat organization). We surveyed interdisciplinary databases using clear research questions and inclusion/exclusion criteria (guided by systematic review best practices). Thematic synthesis indicates that higher transparency and accountability generally foster greater donor trust. For example, studies find that when zakat institutions openly disclose finances, muzaki trust increases. Accountability (e.g. providing clear reports and audits) likewise tends to build trust, as donors feel assured their funds are well-managed. However, some findings are mixed – one study even observed a negative link between transparency and trust (possibly reflecting unique institutional factors). Service quality emerges as crucial: institutions with strong reliability, responsiveness, and empathy see amplified trust gains. Conceptually, signaling theory suggests transparency/accountability signal trustworthiness to donors, while stewardship theory expects Dompet Dhuafa’s management to act in amil (steward) interests. The SERVQUAL dimensions shape how donors interpret signals: high service quality (e.g. timely communication, empathy) strengthens confidence in reported transparency and accountability. We discuss the interplay of these factors, identify gaps (e.g. sparse research specific to Dompet Dhuafa), and draw implications for practice and future studies.

Exploring the Personal Branding Strategy: A Case Study from Osen Hutasoit

Yosua Parhorasan Manullang — 2025-10-22

This research explores the personal branding strategies employed by Osen Hutasoit, a songwriter and singer of the viral Batak song Tarpaima. The study aims to understand how personal branding contributes to his artistic achievements and public recognition in the digital era. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation. The results reveal that Osen’s personal branding strategy includes consistent messaging through digital platforms, emotional storytelling in his music, and audience engagement rooted in cultural identity. Despite facing economic and health challenges, Osen successfully built a unique and relatable image, allowing him to reach a broad audience domestically and internationally. His case demonstrates that personal branding is a crucial factor for independent musicians to gain visibility, recognition, and market presence in a highly competitive industry.

Design Of an Expert System to Measure The Suitability of Student Potential with Graduate Profile

Victor Maruli Pakpahan — 2025-10-22

This study designs a rule-based expert system using forward chaining to assess the alignment between student potential and graduate profiles (Digital Business Entrepreneur, Business Intelligence Analyst, Digital Marketing Specialist, Digital Fintech Specialist) in the Digital Business Study Program at Mahkota Tricom Unggul University. Quantitative data from 50 respondents were analyzed via questionnaires measuring four key indicators (V1–V4). Results showed 44% of students matched at least one profile, demonstrating the system’s utility for academic guidance and curriculum planning. The study highlights the potential of transparent, rule-based expert systems in educational decision-making, though future work should expand samples and integrate fuzzy logic for uncertainty.

From Automation to Autonomy: The Role of Artificial Intelligence in the Next Phase of the Digital Revolution

Sutrisno Arianto Pasaribu — 2025-10-22

The digital revolution has transformed the way people communicate, work, and make decisions. Artificial intelligence (AI) is aiding this transformation by automating processes and building autonomous systems that can learn, adapt, and make decisions without human intervention. The paradigm shift from conventional automation to AI-based autonomous systems is being researched in various fields, such as transportation, healthcare, manufacturing, and education. This article examines how AI improves operational efficiency, accuracy, and service personalization using qualitative methods and recent literature research. Furthermore, increased system autonomy raises ethical and social challenges such as privacy concerns, algorithmic bias, and technological dependency. The results suggest that ethical and responsible adoption of AI is key to directing technological progress towards the common good. This research concludes that the role of AI in the digital revolution is not merely as an automation tool, but as a foundation for a more intelligent and autonomous technology ecosystem.

Technical Efficiency Analysis of Potato Farming in Wonokerso Village, Probolinggo Regency, East Java Province Using DEA Based on Business Analytics in the Digital Era

Riska Elsa Rianty Sinaga — 2025-10-22

This study analyzes the technical efficiency of potato farming in Wonokerso Village, Probolinggo Regency, using the Data Envelopment Analysis (DEA) method with a Business Analytics approach in the digital era. Data were obtained from 42 farmers through simple random sampling and analyzed using the DEA-VRS model. The results show an average technical efficiency of 93.9%, with 74% of farmers in a fully efficient state. The integration of DEA and business analytics enables the translation of analytical results into data-driven prescriptive strategies, supporting efficiency improvements and sustainable digital agricultural transformation.

Factors Affecting Soybean Demand in North Sumatra

Surtan Hasibuan — 2025-10-22

Soybean is one of the main food commodities after rice and corn. Soybean with other names Glycine max (yellow soybean); Glycinesoja (black soybean) is a versatile plant. Its roots have free nitrogen-fixing nodules. Soybean is a plant with high protein content so that the plants can be used as green manure and animal feed. The main utilization of soybean is from its seeds. Soybean seeds are rich in protein and fat as well as several other important nutritional ingredients, such as vitamins (phytic acid) and lecithin. Indonesia's soybean demand continues to increase from year to year, due to population growth and changes in food patterns in line with economic growth. The increase in population in North Sumatra Province directly affects the growth of food demand. The need for soybeans in North Sumatra Province continues to increase, triggered by the increasing number of small food industries made from these commodities (Waspada, 2012). Soybeans in North Sumatra Province have been developed since the New Order era. Soybean commodity development is centered in several districts including Deli Serdang, Langkat, and South Tapanuli (BPS, 2015). Development of harvest area, total production and average soybean production in North Sumatra Province in the last 10 years.

Leadership Change Towards The Quality of Education

Roni Juliansyah — 2025-10-22

Change leadership in education quality is an attempt by a chairman to create a change in the education scope from a state that was initially good to much better condition or an organization that was good despite of changing its status to the best. This research is directed towards literature study methods. From the implementation of whole scopes to gain a sense of loyalty to work towards the organization. Worthy leadership shows a leader who has a sense of responsibility. Besides it, for leadership to give important change, leaders must meet the following experiences: leaders can plan, make decisions, influence skills, change orientation, and communicate skills. Leaders also need an approach to handling the changes that happen.

A Privacy Protection Method using Hybrid Cryptography for IoT and MANET

Purwanto Simamora — 2025-10-22

This study proposes the use of hybrid cryptography that combines two cryptographic algorithms, namely AES (Advanced Encryption Standard) and NTRU (N- th degree Truncated Polynomial Ring Unit), to improve the security and efficiency of IoT data encryption in MANET. In the proposed model, AES is used as a symmetric encryption algorithm for data processing, while NTRU is used for key encryption in the key encapsulation mechanism (KEM), which provides secure key exchange in an unsecured channel. The data encryption process uses AES with a key modification technique through the NTRU modular polynomial, which increases the complexity and security of the AES key used, and reduces the risk of modern cryptographic attacks. This study also develops a data encapsulation mechanism (DEM) that ensures data security in transit using AES. The main advantage of this method is the combination of efficient AES speed and NTRU's resistance to quantum attacks and lattice- based attacks, which provides long-term security assurance. The evaluation was conducted to measure the effectiveness of key encapsulation and data encapsulation schemes in improving performance and resilience to attacks, as well as the effectiveness of fast and accurate decryption processes in limited resource environments on IoT and MANET. The results of this study indicate that the hybrid cryptography approach can improve the integrity and confidentiality of communications in IoT networks with optimal performance even in limited resource conditions.

Analysis of cocoa trade between Karo Regency and Deli Serdang Regency

Nelva Ginting — 2025-10-22

The research focuses on analyzing the marketing structure and distribution channels that link cocoa farmers to traders and exporters. The longest chain, involving multiple intermediaries, proved to be less efficient and costly for farmers. In contrast, the shortest chain, involving direct interaction between farmers and major traders, was found to be the most efficient. Similarly, in Deli Serdang, the study compares two marketing channels, with the direct connection from farmers to major traders and factories proving to be the most effective. The findings highlight the importance of optimizing marketing channels to reduce costs, increase farmer income, and improve the quality of cocoa products for international markets.