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All Journal Jurnal Ilmiah Edunomika (JIE)
Sherly Ernawaty Susanto
Akademi Bisnis dan Keuangan Primaniyarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Strategi Digital Marketing dan Customer Engagement Dalam Meningkatkan Kinerja UMKM Kuliner Di Kota Manado Lidya Djuwita Pratiwi Canon; Injilia Wulan Gratia Wua; Sherly Ernawaty Susanto
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.v10i2.19756

Abstract

This study aims to analyze the effect of digital marketing strategies and customer engagement on the business performance of culinary MSMEs (Micro, Small, and Medium Enterprises) in Manado City. The rapid growth of digital technology has transformed the way small businesses promote their products and interact with customers. Using a quantitative approach with survey methods, data were collected from 120 culinary MSME owners in Manado City through purposive sampling. Multiple linear regression analysis was employed to test the research hypotheses. The results show that digital marketing strategy has a significant positive effect on MSME business performance (β = 0.412, t = 5.214, p < 0.05), and customer engagement also has a significant positive effect on MSME business performance (β = 0.387, t = 4.893, p < 0.05). Simultaneously, both variables explain 68.3% of the variance in MSME performance (R² = 0.683). This study contributes novelty by integrating the Digital Marketing Mix framework with the Customer Engagement theory in the context of culinary MSMEs in Eastern Indonesia, specifically Manado City, which has not been extensively studied in prior literature.
MODEL PREFERENSI WORK FROM ANYWHERE PADA GENERASI Z DAN DAMPAKNYA TERHADAP PERILAKU KERJA SERTA STRATEGI MSDM Injilia Wulan Gratia Wua; Sherly Ernawaty Susanto; Lidya Djuwita Pratiwi Canon
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.v10i2.19807

Abstract

This study examines the Work From Anywhere (WFA) preference model among Generation Z workers in Manado City and its impact on work behavior and Human Resource Management (HRM) strategies. Using a quantitative approach with a survey method, data were collected from 120 respondents who are Generation Z members at public sector institutions including BKN, Bawaslu, and KPU in Manado City, with WFA experience ranging from six months to one year. The research instrument consisted of a Likert-scale questionnaire measuring four constructs: WFA preference, work behavior, HRM strategy, and job satisfaction. Data analysis employed multiple linear regression and Structural Equation Modeling (SEM) using SPSS 26 and AMOS 24. Results indicate that WFA preference significantly and positively influences work behavior (β = 0.462; p < 0.05) and HRM strategies (β = 0.384; p < 0.05). Flexibility and digital connectivity emerged as the dominant dimensions of WFA preference among Generation Z. Moreover, organizations that adopted adaptive HRM strategies reported higher levels of employee engagement and productivity. The study concludes that WFA represents a transformative working model for Generation Z that necessitates structural adjustments in HRM practices, including talent management, performance evaluation, and digital well-being policies. Keywords : Work From Anywhere, Generation Z, Perilaku Kerja, Strategi MSDM, Kepuasan Kerja
Co-Authors Injilia Wulan Gratia Wua, Injilia Wulan Gratia Lidya Djuwita Pratiwi Canon