Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Edunomika (JIE)
Zerah Elisa Derek
Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
ANALISIS PENGARUH DIGITAL INSTAGRAMMABILITY, SOCIAL MEDIA ENGAGEMENT, DAN LOCATION-BASED SOCIAL MEDIA MARKETING TERHADAP BRAND SWITCHING BEHAVIOR: PERGESERAN PREFERENSI KONSUMEN DARI KAWASAN FLAMBOYAN KE SUNBAE Zerah Elisa Derek; Yoan Purnamasari Makapuase Bahalau; Rosary Patricia Mekel
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19675

Abstract

This study aims to analyze the influence of Digital Instagrammability, Social Media Engagement,and Location-Based Social Media Marketing on Brand Switching Behavior in the shift of consumerpreferences from the Flamboyan culinary area to the Sunbae area in Manado City. Using a quantitativeapproach with survey methods, data were collected from 100 respondents selected through purposivesampling technique—specifically consumers who had previously visited the Flamboyan area and then shiftedtheir preferences to the Sunbae area. Data analysis employed multiple linear regression using SPSS version25. The results show that Digital Instagrammability (X1) has a significant positive effect on Brand SwitchingBehavior (Y) with a coefficient of 0.312 (t = 3.821, p < 0.05); Social Media Engagement (X2) has asignificant positive effect with a coefficient of 0.287 (t = 3.456, p < 0.05); and Location-Based Social MediaMarketing (X3) has a significant positive effect with a coefficient of 0.245 (t = 2.987, p < 0.05).Simultaneously, the three independent variables significantly influence Brand Switching Behavior (F =28.741, p < 0.05) with a coefficient of determination (R²) of 0.647, indicating that 64.7% of Brand SwitchingBehavior variance can be explained by the three variables. The findings underscore the critical role ofdigital visual aesthetics, interactive social media engagement, and geolocation-based marketing strategies inshaping consumer decisions to shift culinary area preferences.Keywords: Brand Switching Behavior; Digital Instagrammability; Location-Based Marketing; Social MediaEngagement; Consumer Preference
EKSPLORASI KEPERCAYAAN NASABAH (CUSTOMER TRUST): DAMPAK PROFESIONALISME SDM DAN TRANSPARANSI SISTEM PEMBAYARAN DIGITAL PADA PROYEK PERUMNAS JAWA TIMUR Imam Santoso; Yoan Purnamasari Makapuase Bahalau; Zerah Elisa Derek
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19822

Abstract

This study investigates the influence of Human Resource (HR) Professionalism and Digital Payment System Transparency on Customer Trust among buyers of Perumnas housing projects in East Java Province. Using a quantitative approach with a survey method, data were collected from 150 respondents who had actively used Perumnas digital payment services. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. The results indicate that HR Professionalism has a significant positive effect on Customer Trust (path coefficient = 0.412, t-statistic = 4.321, p < 0.01), and Digital Payment System Transparency also significantly and positively influences Customer Trust (path coefficient = 0.387, t-statistic = 3.987, p < 0.01). Simultaneously, both variables explain 61.3% of the variance in Customer Trust (R2 = 0.613). The findings suggest that Perumnas East Java should continuously invest in HR capacity development and enhance the transparency of its digital payment platform to strengthen customer confidence in the housing procurement process. Keywords : Customer Trust; Digital Payment; HR Professionalism; Perumnas; Transparency
Co-Authors Imam Santoso Rosary Patricia Mekel Yoan Purnamasari Makapuase Bahalau Yoan Purnamasari Makapuase Bahalau