Melva Hermayanty Saragih, S.I.P., M.B.A, is a dedicated educator and accomplished researcher specializing in Marketing Analytics. Currently affiliated with the International Business Management department at Binus Business School, she has been an integral part of Binus University since 2015. With the academic rank of Lektor (200), Melva’s research interests encompass a wide array of critical areas, including Global Customer Behavior, Global Branding, Green Marketing, and Digital Marketing. Her educational journey includes a Bachelor’s degree in Public Administration from Gadjah Mada University in 1999, followed by a Master’s degree in Business Administration from Southern Taiwan University of Science and Technology (STUTS) in 2012.
In the academic realm, Melva has made substantial intellectual contributions, including publications in esteemed peer-reviewed journals like the Journal of System and Management Science (JSMS) and Jurnal Simki Ekonomi, which have been indexed in Scopus and Sinta 5. Her research covers topics ranging from customer loyalty to the impact of self-efficacy and motivation on entrepreneurial intention. Additionally, she has actively participated in various academic and professional engagements, further enhancing her expertise. As a lecturer, researcher, and contributor to the academic community, Melva Saragih exemplifies a strong commitment to advancing knowledge in Marketing Analytics and related fields.
Melva’s wealth of professional and academic experiences, along with her dedication to research and teaching, positions her as a valuable asset to both Binus University and the broader academic community. Her contributions in the areas of marketing, customer behavior, and digital marketing are evident in her impressive publication record and active participation in professional development activities.
- Pangestu, D., Suwandi, A., & Saragih, M. H. (2025). The influence of big five personality traits on compulsive buying behavior: The mediating role of hedonistic shopping motivation among Indonesian fashion consumers. 2025 13th International Conference on Orange Technology (ICOT), 1–6. https://doi.org/10.1109/icot68409.2025.11425558
- Ariella, D., Chandra, F. C., & Saragih, M. H. (2025). Social Media Marketing and Brand Equity in blind box industry: Mediating roles of brand awareness and eWOM. 2025 13th International Conference on Orange Technology (ICOT), 1–6. https://doi.org/10.1109/icot68409.2025.11425629
- Hadisantoso, Q. C. M., Girsang, A. S., Saragih, M. H., & Lee, S.-H. (2025). Clustering and Analysis of Customer Segmentation for Indonesian Fashion Brands. 2025 13th International Conference on Orange Technology (ICOT), 1–6. https://doi.org/10.1109/icot68409.2025.11425754
- Melva Hermayanty Saragih, & Afif Audric Putera Jaya. (2025). Analysis of the influence of perceived value, perceived quality, and brand experience on brand loyalty in the electric cigarette industry. Pedagogic Research-Applied Literacy Journal, 3(1), 1–8. https://doi.org/10.70574/jaanc765
- Raihanatuzzaimah, A., Puspita, V., & Saragih, M. H. (2026). The impact of follower count and content volume on social media engagement @NetflixID. 2026 11th International Conference on Applying New Technology in Green Buildings (ATiGB), 741–745. https://doi.org/10.1109/atigb70203.2026.11628390