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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) The Eastasouth Management and Business Jurnal Administrasi Terapan
Tanihatu, Maudy Marla
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Market Orientation, Product Innovation, Digital Marketing, and Brand Equity on Business Performance in Creative Startups Sutiksno, Dian Utami; Tanihatu, Maudy Marla; Tjokro, Cynthia Imelda; Nahuway, Victorio Fernando
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.694

Abstract

This study investigates the influence of market orientation, product innovation, digital marketing, and brand equity on business performance in creative startups in Indonesia. Utilizing a quantitative research approach, data were collected from 250 founders and managers of startups across various creative sectors. Respondents completed a structured questionnaire using a 5-point Likert scale. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3.0). The results reveal that all four variables—market orientation, product innovation, digital marketing, and brand equity—have a significant and positive effect on business performance. Among them, brand equity emerged as the strongest predictor. The model explained 67.1% of the variance in business performance, with all constructs demonstrating good reliability, validity, and predictive relevance. These findings underscore the strategic importance of customer orientation, innovation, digital engagement, and brand strength in enhancing startup performance in Indonesia’s growing creative economy.
Pemahaman Dan Kepercayaan Masyarakat Terhadap E-Money Dalam Membentuk Minat Masyarakat Untuk Menggunakan E-Money di Kota Ambon Tangnga, Meiske Helena; Tanihatu, Maudy Marla
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 10 No. 1 (2021): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v10i1.571

Abstract

Abstrak  Tujuan dilakukan peneltiain ini adalah untuk mengetahui seberapa besar pengaruh kemudahan, kemanfaatan dan kepercayaan terhadap minat menggunakan e-money atau uang elektronik di Kota Ambon, terutama di era pandemic covid-19, dimana untuk menghinari penyebaran maka salah satu cara adalah menghindari bertransaksi dengan menggunakan uang tunai. Teknik analisa yang digunakan dalam penelitian ini adalah analisa regresi linear berganda. Data yang dianalisis berasak dari penyebaran kuesioner kepada masyarakat kota Ambon yang dijadikan sampel sebanyak 179 responden.Penelitian ini dilakukan di Kota Ambon dengan menggunakan metode survei melalui penyebaran kuesioner terhadap responden yang mengetahuu tentang e-money. Hasil menunjukkan bahwa variabel kemudahan termasuk katergori mudah, variabel kemanfaatan termasuk kategori produktif, variabel kepercayaan termasuk kategori terpercaya dan minat menggunakan termasuk kategori tingg. Sedangkan secara parsial variabel kemudahan, variabel kemanfaatan dan variabel kepercayaan, masing-masing berpengaruh terhadap minat menggunakan e-money di kota Ambon. Dan secara simultan variabel kemudahan, variabel kemanfaatan dan variabel kepercayaan secara bersama-sama berpengaruh terhadap minat mengunakan e-money di Kota AmbonPihak perusahaan atau penerbit harus tetap mengembangkan fitur-fitur baru yang lebih mempermudah penggunaan e-money, lebih memperluas layanan untuk berbagai transaski, tetap mempertahankan apa yang selama ini sudah dilakukan, sehingga lebih menumbuhkan kepercayaan masyarakat dalam menggunakan e-money. Pihak perusahaan atau penerbit juga harus memperhatikan perkembangan yang terjadi, sehingga bisa terus melakukan pengembangan-pengembangan terhadap produk dan memperluas jaringan kerjasama dengan merchandise-merchandise, sehingga pengguna kartu e-money akan tetap terlayani dimanapun mereka berada dan mereka butuh untuk transaksi cepat. 
Pengaruh Strategi Pemasaran Terhadap Minat Nasabah Pada PT.Bank Tabungan Negara (Persero) Tbk Kantor Cabang Ambon Leuhena, Christin M; Tanihatu, Maudy Marla; Saleky, Saul Ronald Jacob
Jurnal Administrasi Terapan Vol. 2 No. 2 (2023): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v2i2.2081

Abstract

This research was conducted to examine the marketing strategies of BTN Bank Ambon Branch Office in attracting customers to saving money. The research to know determine the effect of marketing strategies (service marketing mix) positively and significantly of customer interest. In this research used eight independent variables namely product, price, place, promotion, people, physical evidence, process, customer services and dependent variable namely customer interest. The research is quantitative research with the object is the bank’s regular customers who use other types of savings than batara saving product. The method used in sampling is purposive sampling. Questionnaire was used fot data collection. Data analysis techniques used respondents’ description analysis, variable description analysis, validity test, reliability test, multiple regression analysis and hypothesis testing. The results of research processed by computer application show that the R square value 0,524 means 52,4% customer interest is influenced by marketing strategies while the rest is 47,6% influenced by other variables not discussed in this research. The results of the simultaneous test or the F test show that the significance value of 0,000 F table 2,126. Based on the results of the research above, it can be concluded that partially using the T test, the variables that have a positive and significant effect on customer interest are the price and promotion. The variables that have a positive but not significant effect on customer interest are product, people, physical evidence, process, and customer services. The variables that has a negative effect on customer interest is place variable. While simultaneously has a positive and significant effect of customer interest. The suggestion in this research is to further increase the place variable as a negative variable and attention to the price and promotion variables as the most dominant variables affecting customer interest so that it can increase customer interest. Key words: marketing strategies, product, price, place, promotion, people, physical evidence, process, customer services and customer interest.
Desain Kemasan Dan Label Produk Enbal Pada UMKM Nen Te Idar Desa Ngilngof, Maluku Tenggara Maturbongs, Tahdeus; Tanihatu, Maudy Marla; Saleky, Saul Ronad Jacob
Jurnal Administrasi Terapan Vol. 3 No. 1 (2024): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v3i1.2529

Abstract

Indonesia has a variety of cultures, one of which is traditional food. This culture can be a unique capital attraction so it must be maintained and preserved. Nen Te Idar is one of the SME engaged in local food eating traditional south-style Southeast Maluku. Enbal Ngilngof has the advantage of being produced using an unconventional material, namely cassava. However, behind these advantages, this SME still packages its products in a simple way by using traditional packaging methods, namely by using candles as a substitute for a plastic press, besides that the labels used have not fully included product information so that the products are difficult for consumers to remember visually. The purpose of this study is to determine the application of packaging design and enbal product labels to Nen Te Idar. The author uses SWOT and VIEW analysis methods as well as theories about packaging and label designs so that they can create more attractive packaging and label designs, provide visual memory so that products are easier to remember and can increase consumer attractiveness while being a differentiator with competitors with the same product. Based on these results, it can be concluded that a good and attractive packaging and label design can increase attractiveness and interest and reach more consumers and also be a differentiator for competitors in the same field. Keywords : Packaging, Labeling, SME and Products
PENGARUH HARGA TERHADAP MINAT BELI SKINCARE MS GLOW: (STUDI KASUS PADA MAHASISWA PROGRAM STUDI SARJANA TERAPAN ADMINISTRASI BISNIS POLITEKNIK NEGERI AMBON) Sopakua, Femilia Christin; Tanihatu, Maudy Marla; Saleky, Saul Ronald Jacob; Titioka, Stenly Ronaldo
Jurnal Administrasi Terapan Vol. 3 No. 2 (2024): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v3i2.2909

Abstract

ABSTRACTThe beauty business, including skincare, is increasingly becoming a trend today. One such example is MS Glow skincare, a local brand known for its good quality, especially regarding health and safety in usage. However, the phenomenon observed is that this skincare has not been able to reach all market segments due to its relatively high price. One of the segments facing purchasing challenges includes students, such as those in the Applied Bachelor's Degree Program in Business Administration, Department of Business Administration, Ambon State Polytechnic. Price is a significant factor contributing to the low purchase interest in MS Glow skincare products. The objective of this study is to determine the effect of price on the purchase interest in MS Glow skincare products among students of the Applied Bachelor's Degree Program in Business Administration, Department of Business Administration, Ambon State Polytechnic. A sample of 79 respondents was taken using probability sampling with a purposive sampling approach, where respondents selected must have previously used skincare products. This study uses a simple linear regression analysis method with SPSS software version 22, resulting in the regression equation Y = 4.916 - 0.239X. The hypothesis test results show a "t-value" of 2.769 with a probability of 0.005 (p<0.05), where the regression coefficient for variable X is -0.239. Based on these results, it can be concluded that Price has a negative and significant effect on the Purchase Interest in MS Glow skincare products among students of the Applied Bachelor's Degree Program in Business Administration, Department of Business Administration, Ambon State Polytechnic. Keywords: Price, Purchase Interest
Co-Authors Leuhena, Christin M Maturbongs, Tahdeus Nahuway, Victorio Fernando Saleky, Saul Ronad Jacob Saleky, Saul Ronald Jacob Sopakua, Femilia Christin Sutiksno, Dian Utami Tangnga, Meiske Helena Titioka, Stenly Ronaldo Tjokro, cynthia imelda