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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Agroekoteknologi Terapan
Kawet, Raymond .
Universitas Sam Ratulangi
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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Pengaruh Fahion Involvement, Visual Merchandising Dan Utilitarian Motivation Terhadap Impulsive Buying Pada Pengguna Shopee Di Silian Raya Rantung, Levina Rachel; Mandey, Silvya L.; Kawet, Raymond Ch.
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.v13i01.60549

Abstract

Dalam era teknologi yang semakin maju, banyak pelaku bisnis memanfaatkan Shopee sebagai tempat untuk menjual produk. Toko online tentu memerlukan strategi pemasaran yang baik, salah satunya dengan menawarkan produk fashion yang sedang trend. Penelitian ini bertujuan untuk mengevaluasi pengaruh Fashion Involvement, Visual Merchandising dan utilitarian motivation terhadap perilaku impulsve buying pelanggan Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengambilan sampel purposive sampling dimana para responden dipilih berdasarkan kriteria yang telah ditetapkan peneliti yaitu masyarakat yang tinggal di wilayah Silian Raya dan menggunakan aplikasi Shopee sebagai alat berbelanja online. Sampel yang digunakan pada penelitian ini terdiri dari 100 responden melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear. Hasil analisis menunjukkan bahwa Fashion Involvement (X1), Visual Merchandising (X2) dan Utilitarian Motivation (X3) secara simultan maupun parsial berpengaruh positif dan signifikan terhadap perilaku Impulsve Buying (Y). Kata kunci: Fashion Involvement, Visual Merchandising, Utilitarian Motivation, Impulsive Buying
ANALISIS STRATEGI PROMOSI DALAM UPAYA MENINGKATKAN KINERJA PEMASARAN PRODUK TABUNGAN EMAS DI PT. PEGADAIAN (PERSERO) CABANG MANADO UTARA Gizella Sundah; Moniharapon, Silcyljeova; Kawet, Raymond Ch.
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.v13i04.64884

Abstract

Pertumbuhan minat masyarakat terhadap investasi emas yang semakin tinggi, khususnya di tengah ketidakpastian ekonomi global dan fluktuasi nilai tukar, mendorong PT. Pegadaian (Persero) untuk menghadirkan produk yang sesuai dengan kebutuhan tersebut. Penelitian ini bertujuan untuk menganalisis strategi promosi yang diterapkan PT. Pegadaian (Persero) Cabang Manado Utara dalam meningkatkan kinerja pemasaran produk Tabungan Emas. Penelitian menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung, serta dokumentasi. Analisis data dilakukan dengan model Miles & Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi promosi yang dijalankan mencakup pemanfaatan media sosial (Instagram, Facebook, WhatsApp Business), penyelenggaraan program promosi khusus, kerja sama dengan komunitas dan instansi lokal, serta penerapan bauran promosi yang terdiri dari iklan, promosi penjualan, personal selling, direct marketing, dan publisitas. Strategi ini terbukti efektif meningkatkan kesadaran nasabah, menarik pelanggan baru, memperkuat loyalitas pelanggan lama, serta mendukung pencapaian target penjualan yang pada 2023 dan 2024 mampu melampaui target yang ditetapkan perusahaan.   Kata Kunci: Strategi Promosi, Kinerja Pemasaran
The Effect of Market Orientation and Entrepreneurial Orientation on The Marketing Performance of Palm Sugar Msmes in South Minahasa Regency, North Sulawesi: The Role of Competitive Advantage as A Mediating Variable Raintung, Michael Ch.; Loindong, Sjendry S.R.; Kawet, Raymond Ch.
Jurnal Agroekoteknologi Terapan (JAT) Vol. 7 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/jat.v7i1.66544

Abstract

This study aims to analyze the influence of market orientation and entrepreneurial orientation on marketing performance, as well as examine the role of competitive advantage as a mediating variable. This study uses a quantitative approach with a survey method of 62 palm sugar MSME owners in South Minahasa Regency. The research instrument is a questionnaire that has been validated by the Pearson correlation test and tested for reliability by Cronbach's Alpha test. Data analysis was carried out using the SPSS Version 28 program, including descriptive statistics, classical assumption tests, and multiple linear regression analysis to test hypotheses. The results of the study show that market orientation and entrepreneurial orientation have a positive and significant effect on competitive advantage and marketing performance. In addition, competitive advantage has also been shown to play a significant mediating variable in the relationship between market orientation, entrepreneurial orientation, and marketing performance. The conclusion of this study shows that palm sugar MSMEs that have a strong market orientation and entrepreneurship will be able to create a competitive advantage, which will ultimately improve their marketing performance. The results of this study are expected to provide input for MSME owners, the government, and other stakeholders in developing strategies to improve the performance of MSMEs in the palm sugar sector. Keywords: Market Orientation, Entrepreneurial Orientation, Competitive Advantage, Marketing Performance, Palm Sugar MSMEs Abstrak. Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran, serta memeriksa peran keunggulan bersaing sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 62 pemilik UMKM gula aren di Kabupaten Minahasa Selatan. Instrumen penelitian berupa kuesioner yang telah divalidasi dengan uji korelasi Pearson dan diuji reliabilitas dengan uji Cronbach’s Alpha. Analisis data dilakukan dengan menggunakan program SPSS Versi 28, meliputi statistik deskriptif, uji asumsi klasik, dan analisis regresi linier berganda untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa orientasi pasar dan orientasi kewirausahaan berpengaruh positif dan signifikan terhadap keunggulan bersaing serta kinerja pemasaran. Selain itu, keunggulan bersaing juga terbukti berperan sebagai variabel mediasi yang signifikan dalam hubungan antara orientasi pasar, orientasi kewirausahaan, dan kinerja pemasaran. Simpulan penelitian ini menunjukkan bahwa UMKM gula aren yang memiliki orientasi pasar dan kewirausahaan yang kuat akan mampu menciptakan keunggulan bersaing, yang pada akhirnya akan meningkatkan kinerja pemasaran mereka. Hasil penelitian ini diharapkan dapat memberikan masukan bagi pemilik UMKM, pemerintah, dan pemangku kepentingan lain dalam mengembangkan strategi untuk meningkatkan kinerja UMKM di sektor gula aren. Kata Kunci: Orientasi Pasar, Orientasi Kewirausahaan, Keunggulan Bersaing, Kinerja Pemasaran, UMKM Gula Aren
The Effect of Online Visual Merchandising on Impulse Buying of Online Food Products Among Shopee Users: The Mediating Role of Site Trust Kawet, Raymond Ch.; Raintung, Michael Ch.; Lumantow, Rudie Yobie
Jurnal Agroekoteknologi Terapan (JAT) Vol. 7 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/jat.v7i1.66643

Abstract

This study examines the effect of online visual merchandising on consumer impulse buying of online food products among Shopee users in Manado City, Indonesia, and tests the mediating role of site trust. A quantitative survey approach was employed using structured questionnaires measuring three constructs: visual merchandising, site trust, and impulse buying. Data were analyzed using regression-based mediation procedures in SPSS. The usable dataset consisted of 75 respondents. The findings indicate that online visual merchandising has a positive and significant effect on impulse buying, suggesting that attractive and informative digital product presentation (e.g., layout, images, and presentation cues) increases consumers’ tendency to make unplanned purchases. Visual merchandising also positively influences site trust. When site trust is included in the impulse buying model, it remains a significant predictor and reduces the direct effect of visual merchandising, indicating that site trust mediates the relationship between visual merchandising and impulse buying. These results highlight that effective visual merchandising not only stimulates impulsive purchase behavior directly but also indirectly by strengthening consumers’ trust in the platform. Practically, marketplace platforms and sellers should optimize visual presentation while simultaneously reinforcing trust-related signals (e.g., perceived security, reliability, and platform credibility) to encourage purchases without undermining consumer confidence. Keywords: impulse buying; Shopee; site trust; online food products; online visual merchandising
STARTING A NEW BUSINESS FOR GENERATION Z IN INDONESIA: ENTREPRENEURIAL MOTIVATION IN THE TOURISM AND HOSPITALITY INDUSTRY Lintong, Debry C. A.; Tampenawas, Jeffry L. A.; Kawet, Raymond Ch.; Mintardjo , Christoffel M. O.; Ogi, Imelda W. J.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 14 No. 2 (2026): JE. Vol. 14 No. 2
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v14i2.67349

Abstract

Youth entrepreneurship is increasingly recognized as an important driver of economic growth, job creation, and regional competitiveness. This study aims to examine the effects of entrepreneurial environment, self-confidence, and entrepreneurial motivation on the entrepreneurial intention of Generation Z to start a business in the tourism and hospitality sector in Manado City. The study employed a quantitative approach with an explanatory survey design. Primary data were collected through structured questionnaires administered to 250 Generation Z respondents in Manado City. The data were analyzed using multiple linear regression with partial and simultaneous hypothesis testing. The results show that entrepreneurial environment, self-confidence, and entrepreneurial motivation have positive and significant effects on entrepreneurial intention. Simultaneously, the three variables provide a substantial explanation for entrepreneurial intention in the tourism and hospitality sector. These findings indicate that Generation Z tends to develop stronger entrepreneurial intention when they are situated in a supportive ecosystem, possess confidence in their own capabilities, and are driven by meaningful goals such as financial independence, self-actualization, and social contribution. This   Keywords: Entrepreneurial Motivation, Generation Z, Entrepreneurial Intention, Tourism, Hospitality
Co-Authors Adolfina, . . Agus S. Soegoto Agus Supandi Soegoto Altje L. Tumbel Bode Lumanauw Cut Mutia, Cut Dick Gustaf Engel Esther Claudia Surentu Eva, Gabriella Frederik G. Worang, Frederik G. Gizella Sundah Greis M. Sendow Haedar, Christbelloni S. Z. Imelda W. J. Imelda Wellin Juliana Ogi Joyce Lapian Lengkong, Vicktor P.K Lintong, Debry C. A. Lontoh, Jurista K. Lumatow, Rudie Y. Matahelumual, Natalia Putri Mintardjo , Christoffel M. O. Muntu, Rigska R. Nadya Mauren Kumendong Natalia Reva Sumual Ogi, Imelda W. J. Oleng, Tesalonika Janieke Hereina Palandeng, Indire D. Pompayo, Andriani . Raintung, Michael Ch. Rantung, Levina Rachel Reppi, Jeilifa R. Rosalinka Christina Wilar Rudie Yobie Lumantow Rudy Steven Wenas S.L.H.V Joyce Lapian Silcyljeova Moniharapon Silvya L Mandey Silvya L. Mandey Soepono, Djurwati Talita Jenifer Mamangkey Tampenawas, Jeffry L. A. Treyssi Sonia Wongkai Jacobus Tulus, Chrisanto Wawo, Fernando L. P Yunita Mandagie