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Zerah Elisa Derek
Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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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
ANALISIS KOMPARATIF TINGKAT PENGANGGURAN TERBUKA (TPT) WILAYAH PERKOTAAN PROVINSI SULAWESI UTARA Yoan Purnamasari Makapuase Bahalau; Zerah Elisa Derek; Marthin Thomas Mumbunan
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19405

Abstract

The Open Unemployment Rate (OUR) in urban areas is an important indicator for assessing labor market dynamics and regional economic resilience, particularly in the post–COVID-19 period. This study aims to analyze the level and trends of the Open Unemployment Rate, compare unemployment differences across cities, and examine the factors influencing variations in urban unemployment in North Sulawesi Province. The study employs a quantitative descriptive–comparative approach using official secondary data from Statistics Indonesia (BPS) for the 2020–2024 period, covering the cities of Manado, Bitung, Tomohon, and Kotamobagu. The analytical methods include trend analysis and interregional comparison. The results indicate that unemployment rates in all cities have generally declined alongside economic recovery, although Manado consistently records the highest unemployment rate. Variations in unemployment across cities are influenced by differences in economic structure, dependence on dominant sectors, and labor force characteristics. These findings underscore the importance of locally tailored labor market policies through workforce skill enhancement, economic diversification, and the development of urban priority sectors. Keywords : Open Unemployment Rate; Urban Labor Market; Comparative Analysis; Economic Structure; North Sulawesi
ANALISIS PREFERENSI PLATFROM E-COMMERCE DAN PERILAKU BELANJA KONSUMEN DIGITAL LINTAS GENERASI DI PASAR INDONESIA Zerah Elisa Derek; Yoan Purnamsari Makapuase Bahalau; Marthin Thomas Mumbunan
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19406

Abstract

This study examines the impact of generational characteristics on e-commerce platform preferences and purchasing decisions in Indonesia. By analyzing Gen Z, Millennials, and Baby Boomers, the research highlights a significant shift in digital behavior. Gen Z predominantly favors visual-based platforms like TikTok Shop, driven by social trends and "shoppertainment," whereas Baby Boomers rely on conventional marketplaces like Tokopedia for structured navigation. Despite these differences, Shopee maintains cross-generational dominance through functional excellence, specifically via integrated payment methods like COD, aggressive discounting, and free shipping incentives. The findings reveal that while Gen Z’s final purchase decisions are motivated by social validation, older generations prioritize security and trust. This study concludes that a platform’s success depends on its ability to balance innovative visual engagement with robust functional reliability. These insights provide a strategic framework for e-commerce entities to tailor their services to the diverse psychological and functional needs of Indonesia's multi-generational digital market. Keyword : E-commerce, Generational Cohorts, Consumer Behavior, Platform Preference, Digital Transactions, Loyalty Factors, Shopee, Indonesia.
Co-Authors Imam Santoso Marthin Thomas Mumbunan Rosary Patricia Mekel Yoan Purnamasari Makapuase Bahalau Yoan Purnamasari Makapuase Bahalau Yoan Purnamsari Makapuase Bahalau