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All Journal International Journal of Economic and Tourism Research
Erik Estrada
Universitas Pasir Pengaraian

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Facing Challenges: Strategies of Female Farmers in Rokan Hulu Regency in Balancing Work and Family Life Hendry Kurniawan; Erik Estrada; Defidelwina
International Journal of Economic and Tourism Research Vol. 1 No. 1 (2025): April 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i1.a15

Abstract

This study explores the strategies employed by female farmers in Rokan Hulu Regency, Indonesia, in balancing dual roles as agricultural workers and homemakers. Using a qualitative phenomenological approach, in-depth interviews were conducted with 16 female farmers across 13 villages and 1 urban ward in Rambah District. The research identifies the underlying motivations for assuming dual roles, including economic necessity, family tradition, and personal identity, while also examining the types of work-family conflict experienced. Findings reveal that the most common conflicts are time-based, emotional, and behavioral, where women struggle to manage domestic duties alongside physically demanding agricultural work. To address these challenges, participants adopt adaptive strategies such as strict time management, role negotiation within the household, utilization of labor-saving tools, and reliance on community support networks. The study is grounded in Role Theory and the Work-Life Balance framework, highlighting how female farmers constantly negotiate conflicting demands in socio-economically constrained environments. The findings underscore the importance of gender-sensitive agricultural policy, particularly in providing support services such as childcare, flexible work arrangements, and psychosocial assistance. This research contributes to broader discourses on gender, rural labor, and agrarian resilience, and emphasizes the urgent need for structural interventions to alleviate the burden of work-family conflict faced by women in traditional agricultural systems.
A Descriptive Qualitative Study of Consumer Satisfaction and Purchase Interest Among Shopee Users: Evidence from Bangun Purba District Erik Estrada
International Journal of Economic and Tourism Research Vol. 2 No. 2 (2026): June 2026
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v2.i2.a35

Abstract

This study aims to provide an in-depth analysis of consumer satisfaction and purchase interest among Shopee users in Bangun Purba District. It explores how digital marketing strategies, service quality, and platform features influence consumer behavior in a localized context. A qualitative descriptive approach was employed to capture the subjective experiences of consumers. Data were gathered through in-depth interviews and participant observations with Shopee users from diverse demographic backgrounds. The analysis utilized Stuart Hall’s Reception Theory to categorize consumer interpretations and thematic analysis to identify key drivers of satisfaction and purchase intention. The results indicate that consumer satisfaction in Bangun Purba District is driven by interactive platform design, real-time engagement through features like Shopee Live, and effective promotional strategies. While the majority of users exhibit a Dominant-Hegemonic reading—readily accepting marketing messages due to informative interfaces—variations in education and experience lead to Negotiated and Oppositional stances. Furthermore, live streaming and video marketing significantly trigger impulsive buying behavior by creating a sense of urgency and exclusivity. This study is limited to a specific geographic area (Bangun Purba District). Theoretically, it enriches the literature on e-commerce by demonstrating how localized socio-cultural factors mediate digital reception. Practically, it suggests that e-commerce platforms and MSMEs must prioritize "visual trust" and culturally resonant communication over price-centric strategies. This research fills an empirical gap by providing a localized qualitative perspective on e-commerce satisfaction in a rural-urban transition area, offering nuanced insights that quantitative metrics often overlook.
Co-Authors Defidelwina Hendry Kurniawan, Hendry