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

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THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY, SERVICE QUALITY AND PROMOTION ON BRAND IMAGE OF TELKOMSEL PRODUCT IN MANADO CITY Palar, Imanuela Evelyn Angelica; Lapian, Stanss L. H. V. Joyce; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.56512

Abstract

Brand image is one thing that is very useful for maintaining and increasing business sales. The better the brand image created, customers will glance more at the products or services offered. In the midst of the world of competition that exists between companies, making brand images from a company is important by making efforts to make the brand from the product strong. This study aims to analyse the influence Corporate Social Responsibility, Service Quality, and Promotion on Brand Image of Telkomsel Product on Manado City. The researcher conducted this research through quantitative methods. Multiple Regression Analysis method is used to analyse the influence of the independent variables toward the dependent variable. Sample were taken from the Telkomsel customers in Manado City with a total sample of 100 respondents. The results of this study indicate that Corporate Social Responsibility, Service Quality and Promotion have a positive and significant influence on Brand Image. The results also indicate that Corporate Social Responsibility, Service Quality and Promotion simultaneously influence Brand Image positively and significantly.   Keywords: Corporate Social Responsibility, Service Quality, Promotion, Brand Image
THE INFLUENCES OF LIVE STREAMING AND FLASH SALE IN TIKTOK SHOP TOWARD PURCHASE DECISION OF ECONOMICS AND BUSINESS FACULTY, SAM RATULANGI UNIVERSITY STUDENTS Oroh, Dhea Gloria Chrisvynia; Tumbuan, Willem J. F. A; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.57899

Abstract

Purchase decision is an important thing for a company, it plays a big role in sales. The aim of this study is to find out the influences of live streaming and flash sale in Tikok shop toward purchase decision of students in Faculty of Economics and Business, Sam Ratulangi University. The sample of this research is using 100 respondents and using purposive sampling for the sampling technique. The respondents are active students of Economics and Business Faculty, Sam Ratulangi University and students who use TikTok. The result shows that Live Streaming and Flash Sale positively influence purchase decision of students of Economics and Business Faculty, Sam Ratulangi University. In this study, the existence of live streaming and flash sale that offer opportunity for customer to get products information easier and the lesser price that have been provided by live streaming and flash sale in TikTok shop can lead to purchase decision of Economics and Business Faculty, Sam Ratulangi University students due to the lack of income that they have.   Keywords: Live Streaming, Flash Sale, Purchase Decision
ANALYSIS THE INFLUENCE OF DIGITAL MARKETING AND SALES PROMOTION ON CUSTOMER PURCHASE INTENTION FOR SKINTIFIC PRODUCTS AT TIKTOK SHOP Kartini Alineke Sabanari; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58032

Abstract

This study aims to analyse the effect of digital marketing and sales promotion on customer purchase intention for Skintific products at TikTok Shop, an Indonesian skincare brand currently popular on TikTok. The independent variables in this study are Digital Marketing and Sales Promotion, while the dependent variable analysed is Customer Purchase Intention. This research uses a quantitative method with a sample of 100 respondents who are Generation Z and Millennial active TikTok users. Data was collected through a questionnaire with a Likert scale. The results of this study indicate that Digital Marketing and Sales Promotion synergistically and significantly influence customer Purchase Intention. The combination of innovative digital marketing strategies with attractive sales promotions on e-commerce platforms is proven to play an important role in increasing purchase intention.   Kata Kunci: Digital Marketing, Sales Promotion, Purchase Intention
THE EFFECT OF PERCEIVED VALUE, CUSTOMER ENGAGEMENT, AND SOCIAL INFLUENCE ON PURCHASE INTENTION OF VIRTUAL ITEMS IN MOBILE LEGENDS: BANG BANG AMONG GENERATION Z Tene, Prilly Ferent Claudysa; Tumbuan, Willem J. F. A.; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58231

Abstract

Despite its popularity, Mobile Legends has experienced a decline in in-app purchase revenue since 2021, emphasizing the need to understand the factors effecting purchase intentions among players especially Z Generation as the primary target market due to their high engagement with gaming and prone to spending on virtual items. This study aims to know the effect of perceived value, customer engagement, and social influence on purchase intention of virtual items in Mobile Legends among Gen Z. Utilized a quantitative research method through an online questionnaire targeted at Generation Z used purposive sampling method with a sample of respondents 107 Mobile Legends players across Indonesia and were analyzed using multiple linear regression. This study indicated that perceived value, customer engagement, and social influence had a significant positive effect on the purchase intention of virtual items Mobile Legends among Generation Z, both partially and simultaneously.    Keyword: Perceived Value, Customer Engagement, Social Influence, Purchase Intention
DOES BOARD GENDER DIVERSITY, BOARD SIZE, MANAGERIAL OWNERSHIP AND CAPITAL ADEQUACY RATIO ENHANCE FINANCIAL PERFORMANCE? Tamboto, Glorrya; Tulung, Joy E.; Gunawan, Emilia M.
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.v12i4.58022

Abstract

This study investigates the influence of board gender diversity, board size, managerial ownership, and capital adequacy ratio (CAR) on the financial performance of Indonesian state-owned banks (HIMBARA), focusing on Return on Assets (ROA) as the key performance measure. Utilizing data from financial reports spanning 13 years (2011-2023), the research employs multiple linear regression to assess the relationships between these corporate governance variables and bank performance. The findings reveal that board gender diversity and managerial ownership positively impact financial performance, suggesting that diverse perspectives and managerial stakes enhance decision-making and efficiency. Also, a larger board sizes positively affect performance. Additionally, a higher CAR correlates positively with ROA, underscoring the importance of capital reserves in mitigating risks and boosting profitability. These insights provide valuable guidance for improving governance structures in the banking sector to enhance financial outcomes.    Keyword: Board Gender Diversity, Board Size, Managerial Ownership, Capital Adequacy Ratio, Return On Assets.
UNLOCKING THE QRIS IMPACT: AN ANALYSIS OF MOBILE PAYMENT AMONG MSMEs USING TECHNOLOGY ACCEPTANCE MODEL (TAM) Lolowang, Tirza; Tasik, Hizkia H. D.; Gunawan, Emilia M.
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.v12i4.59378

Abstract

The rapid digitalization of Indonesia’s payment systems has introduced QRIS (Quick Response Code Indonesian Standard) to facilitate cashless transactions among Micro, Small, and Medium Enterprises (MSMEs). This study investigates QRIS acceptance among MSMEs in Manado, North Sulawesi, using the Technology Acceptance Model (TAM). Key factors: perceived usefulness, perceived ease of use, and attitude toward use, were analyzed for their impact on behavioral intention to adopt QRIS. Data from 100 MSMEs was analyzed with STATA 17 and SmartPLS 4 software. Findings reveal that perceived usefulness significantly influences attitude (path coefficient = 0.642, t-statistic = 5.832, p-value = 0.000), while perceived ease of use has a strong positive impact on attitude (path coefficient = 0.944, t-statistic = 105.206). The influence of perceived ease of use on perceived usefulness is weaker, suggesting external factors like experience and accessibility may affect this relationship. Attitude toward use significantly shapes the intention to adopt QRIS (path coefficient = 0.857, t-statistic = 33.542). The study underscores the role of user-friendly solutions in enhancing digital financial inclusion among MSMEs. Future research should consider factors like social influence and trust to deepen understanding of technology adoption across diverse users. This research contributes to mobile payment studies in developing economies, offering insights for policymakers and practitioners supporting MSME digitalization.
THE INFLUENCE OF PROMOTION, M-PAYMENT METHOD, AND PERCEIVED VALUE ON CUSTOMER PURCHASE DECISION IN KOPI KENANGAN MOBILE APP Rotinsulu, Eve Abrillia Samanta; Kindangen, Paulus; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 13 No. 01 (2025): JE. Vol. 13 No 1
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v13i01.61116

Abstract

: This study objective is to measure the influence of Promotion, M-Payment Method, and Perceived Value on customer Purchase Decision. For the purpose of this study, the researcher selected participants from the population of Kopi Kenangan mobile application users in Manado which are classified as Generation Z. This study use quantitative approach to analyze the data of 100 respondents as the research sample. Multiple Linear Regression Analysis is conducted using the SPSS statistics version 30. The result of hypothesis testing shows that promotion, m-payment method, and perceived value simultaneously have positive and significant influence on customer purchase decision; promotion has positive and significant influence on customer purchase decision; m-payment method has positive and significant influence on customer purchase decision; perceived value has positive and significant influence on customer purchase decision.     Keyword: Promotion, M-Payment Method, Perceived Value, Purchase Decision
Co-Authors Daud, Renny O. David P. E. Saerang David P.E. Saerang Frederik G. Worang, Frederik G. Gerungai, Gabriela G. V. Jelita, Kezia Joy Elly Tulung Kartini Alineke Sabanari Kaunang, Milenia C. Kausuhe, Jutresia Nigita Kong, Greticia Lapian, Stanss L. H. V. J, Lapian, Stanss L. H. V. Joyce Lolowang, Tirza Manopo, Andi Mewengkang, Osfred Yuda Oroh, Dhea Gloria Chrisvynia Palar, Imanuela Evelyn Angelica Paulus Kindangen Pieters, Virginia P. Rantung, Hermi Monica Rotinsulu, Eve Abrillia Samanta Tamboto, Glorrya Tasik, Hizkia H. D. Tene, Prilly Ferent Claudysa Tumbuan, Alfa J.F.A Tumbuan, Willem J. F. A Tumbuan, Willem J. F. A. Tumbuan, Willem J.F.A.