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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Gunawan, Emilia
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Economics, Econometrics & Finance

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THE EFFECT OF DIGITAL MARKETING, BRAND AMBASSADORS, AND BRAND AWARENESS ON PURCHASE DECISIONS AT PT. MATAHARI DEPARTMENT STORE MANADO TOWN SQUARE Muksin, Drivera; Pandowo, Merinda; Gunawan, Emilia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.59493

Abstract

This research aims to determine the effect of digital marketing, brand ambassador, and brand awareness on purchase decision at PT. Matahari Department Store Manado Town Square. This research will use causal type of research with Quantitative method. As an analysis tool this research will use multiple linear regression method. The population of this research is customer of People who has purchase from Matahari Department Store. Data will be collected by a questionnaire. The result of this research shows that digital marketing has a positive and significant effect on consumer purchase decision at PT. Matahari Department Store Manado Town Square, brand ambassador has a positive but not significant effect on consumer purchase decision, brand awareness has a positive and significant effect on consumer purchase decision at PT. Matahari Department Store Manado Town Square, and digital marketing, Brand ambassador, and Brand awareness, has a positive and significant effect simultaneously on consumer purchase decision at PT. Matahari Department Store Manado Town Square. This study recommended that PT. Matahari Department Store Manado Town Square should focus on maintaining digital marketing strategies and activities, and keep maintaining or improving brand awareness to improve and create purchase decision.   Keyword: Digital Marketing, Brand Ambassador, Brand Awareness, Purchase Decision
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND DIGITAL PAYMENT ON PURCHASE DECISION OF GEN Z AT MSMEs SUNBAE KAWASAN MEGAMAS MANADO Sangeroki, Rafael; Gunawan, Emilia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 13 No. 04 (2025): JE. Vol. 13 No. 4
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v13i04.64819

Abstract

In the modern digital era, digitalization plays a crucial role in daily life, especially in business activities. Among its key components, social media marketing and digital payments have become important tools for businesses to remain competitive and adaptable. Both approaches not only improve efficiency but also create opportunities for innovation and market expansion, particularly for MSMEs. This research investigates the effect of social media marketing and digital payments on the purchasing decisions of Gen Z at MSMEs in Sunbae Kawasan Megamas Manado. Using a quantitative method, data were collected from 100 respondents via Google Forms. The results show that both variables significantly influence purchase decisions, emphasizing the need for MSMEs to adopt these digital tools to better engage young consumers, strengthen competitiveness, and increase sales in today’s dynamic business environment.   Keywords: Social Media Marketing, Digital Payment, Purchase Decision
THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER REPURCHASE INTENTION: THE MEDIATING ROLE OF CUSTOMER SATISFACTION AT CONFLUX COFFEE CLUB TOMOHON Polakitan, Rafael; Laptian, S. L. H. V. Joyce; Gunawan, Emilia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 14 No. 1 (2026): JE. Vol. 14 No. 1
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v14i1.66098

Abstract

This study examines the influence of service quality on customer repurchase intention with customer satisfaction as a mediating variable at Conflux Coffee Club Tomohon. Using a quantitative approach, data were collected from 100 respondents through purposive sampling and analyzed using multiple linear regression, path analysis, and the Sobel test. The results show that service quality has a positive and significant effect on customer satisfaction, and customer satisfaction significantly influences repurchase intention. Furthermore, the Sobel test confirms that customer satisfaction mediates the relationship between service quality and repurchase intention. The findings suggest that higher service quality enhances customer satisfaction, which in turn strengthens the intention to repurchase. Keywords: Service Quality, Customer Satisfaction, Repurchase Intention,
Co-Authors Angelina, Gledis Bataragoa, Trini K. Frederik G. Worang, Frederik G. Gumolili, Josua James D. D. Massie, James D. D. Joy Elly Tulung Kaseger, Enjelie Lahope, Reffaldi R. Laptian, S. L. H. V. Joyce Lomanorek, Gabriela Abigail Malonda, Elsa K. Maryam Mangantar Massie, James D.D Merinda H. Ch. Pandowo Muksin, Drivera Polakitan, Rafael Rambing, Maria Rumondor, Cornelia Sangeroki, Rafael Umboh, Christina Natalia Stevhia