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Karundeng, Deby Rita
Universitas Gorontalo
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Optimizing Digital Marketing for Competitive MSMEs: Integration of E-Commerce and Social Media in Gorontalo Karundeng, Deby Rita; Suyanto, Mohamad Afan
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4270

Abstract

Despite their substantial economic contribution, many MSMEs still struggle to optimize digital marketing, as their use of social media and e-commerce remains fragmented and limited, reducing competitiveness in wider markets. This study aims to examine the utilization of digital marketing among MSMEs in Gorontalo, focusing on the integration of e-commerce and social media. Using a mixed-methods approach, data were collected through surveys, focus group discussions, and in-depth interviews with MSMEs, government, and academics. Results show that while most MSMEs rely on Facebook and WhatsApp for promotion, their use of e-commerce platforms such as Shopee and Tokopedia remains limited due to high shipping costs, limited human resources, and weak content management strategies. Analytical findings highlight three key barriers: low digital readiness, lack of platform synergy, and structural challenges such as logistics costs. In response, this study proposes an integrative digital marketing model consisting of three components: digital readiness, strategic alignment, and platform synergy. The model has been preliminarily validated with MSME actors and is considered relevant and applicable. The findings contribute to designing policies, academic interventions, and practical strategies to enhance MSME competitiveness in the digital era.
Mendorong Loyalitas Pengguna Program Keluarga Berencana (KB): Pengaruh Brand Awareness, Kualitas Layanan, Efektivitas Komunikasi, dan Aksesibilitas Layanan di Kecamatan Kwandang, Kabupaten Gorontalo Utara Puluhulawa, Yowan; Karundeng, Deby Rita; Suyanto, Moh. Afan
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 5 No. 09 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v5i08.2084

Abstract

Penelitian ini bertujuan menganalisis pengaruh brand awareness, kualitas layanan, efektivitas komunikasi, dan aksesibilitas layanan terhadap loyalitas pengguna Program Keluarga Berencana (KB) di Kecamatan Kwandang, Kabupaten Gorontalo Utara. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner skala Likert. Populasi penelitian adalah peserta aktif KB sebanyak 1.248 orang, sedangkan sampel ditentukan menggunakan rumus Slovin (e = 10%) sehingga diperoleh 93 responden dengan teknik proportionate stratified random sampling. Data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan keempat variabel independen berpengaruh positif dan signifikan terhadap loyalitas pengguna (F = 19,662; sig. = 0,000) dengan nilai R Square = 0,472, yang berarti 47,2% variasi loyalitas dapat dijelaskan oleh model. Secara parsial, brand awareness (β = 0,242; sig. = 0,003), kualitas layanan (β = 0,334; sig. = 0,000), efektivitas komunikasi (β = 0,275; sig. = 0,001), dan aksesibilitas layanan (β = 0,257; sig. = 0,002) berpengaruh signifikan, dengan kualitas layanan sebagai faktor paling dominan. Temuan ini menegaskan pentingnya penguatan mutu pelayanan, strategi komunikasi, kemudahan akses, dan citra program untuk meningkatkan loyalitas pengguna KB secara berkelanjutan.
Pengaruh Kualitas Pelayanan Dan Fasilitas Terhadap Loyalitas Pelanggan Pada Ayu Salon Limboto Pindi Puluhulawa; Deby Rita Karundeng; Elfis Mus Abdul
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 5 No. 2 (2025): Mei: Jurnal Publikasi Ekonomi dan Akuntansi (JUPEA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v5i2.3887

Abstract

This study aims to analyze the influence of service quality and facilities on custumer loyalty at Ayu Salon Limboto. Primary data were collected through questionnaires using an accidental sampling multiple linear regressiom with the assistance of SPSS software. The result reveal that (1) service quality has a negative but not significant effect on customer loyalt, (2) facilities have a positive and significant effect on customer loyalty, and (3) service quality and facilities simultaneously have a positive and significant affect on customer loyalty. These findings indicate that improvements in facilities contribute more significantly to customer loyalty than enhancements in service quality. This study provides practical efforts to insrease customer loyalty.
Pengaruh Goodwill dan Aset Tak Berwujud Lainnya Terhadap Nilai Perusahaan Lamuda, Ilyas; Karundeng, Deby Rita; Denisa, Deo
Jurnal Ekonomi, Manajemen, Ilmu Sosial dan Politik Vol. 3 No. 1 (2026): Jurnal Ekonomi, Manajemen, Ilmu Sosial dan Politik
Publisher : CV. Dalle’ Deceng Abeeayla

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69623/j-emspol.v3i1.213

Abstract

This research aims to determine the influence of goodwill on the value of companies listed on the Indonesian Sharia Stock Index, as well as the influence of other intangible assets on the value of companies listed on the Indonesian Sharia Stock Index. This study is expected to be beneficial to the field of science and to develop insights into the influence of goodwill and other intangible assets on company value. In this research, data from companies listed on the Indonesian Sharia Stock Index were collected through empirical data collection and literature review. The literature review method involved processing literature, articles, journals, and other written media related to the research topic. The aim is to support the discussion being studied and to gain theoretical understanding. This research uses a quantitative method. Hypothesis testing was conducted through the coefficient of determination adjusted R square (Adj R2), F test, and t test, with a total sample of 20 companies listed on the Indonesian Sharia Stock Index.
HR Digital Transformation, Digital Work Culture, and Local Values: Evidence from Gorontalo University Ismail, Silveny; Baruwadi, Mahludin; Paramata, Mohamad Rolli; Karundeng, Deby Rita
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1064

Abstract

Digital transformation in human resource management is increasingly essential for regional universities seeking to improve competitiveness and efficiency. This study examines how HR digital transformation affects employee performance, focusing on the mediating role of digital work culture rooted in local values. Using a sequential explanatory mixed-methods design, data were collected from 136 lecturers and administrative staff at Gorontalo University, Indonesia. The quantitative phase employed Structural Equation Modeling-Partial Least Squares (SEM-PLS), followed by thematic analysis of interviews with 10 key informants. The results indicate that HR digital transformation significantly affects employee performance, both directly (β = 0.61; p < 0.001) and indirectly through digital work culture as a partial mediating variable (β_indirect = 0.17; p < 0.01). Digital transformation also has a positive effect on digital work culture (β = 0.58; p < 0.001), and digital work culture positively influences employee performance (β = 0.29; p < 0.01). The coefficient of determination (R² = 0.73) shows that the model explains 73% of the variance in employee performance, with an adequate Goodness of Fit level (SRMR = 0.065). The qualitative findings reinforce the quantitative results by revealing the emergence of “digital kinship,” a form of collaborative digital solidarity rooted in the local value of mosidara (mutual respect and cooperation). This study offers new insights by integrating the Resource-Based View and Dynamic Capability Theory, showing that successful digital transformation relies not only on technology adoption but also on cultivating a digital work culture grounded in local wisdom and digital work ethics.
Co-Authors Abd. Rahman Danial Abdillah, Mohamad Rizal Abdul Gofur Abdul Gofur Abdullah, Julie Abdullah, Yunita Damayanti Ade Suhara Afan Suyanto , Mohamad Afan Suyanto, Mohamad Ahmad Sopyan Ahmad Sopyan Andi K Paerah Anggita Permata Yakup Arnice Malanuwa Ayub Rasid Bachtiar Bachtiar Badaruddin Barmin Rahmat Yusuf Basole, Susan Bening , Ghina Gerimis Brandes, Iswan Cakranegara, Pandu Adi Daniel Happy Putra Daud, Ismet Daud, Nurhan Denisa, Deo Dhety Chusumastuti Djafar, Asri Dwi Yanto Abas Elfis Mus Abdul Elfrida Ratnawati Endrawati, Titin Fauzia Rukmana Poha Ferawaty Mbuinga Firman Dera Gani, Roydah Haidar Rizki Suaiba Hariansyah, Muh. Khaerul Annas Hasan, Fony Hasan, Wahyudin Hasanuddin Hasanuddin Hasanuddin Hendra Hendra Herlinda Mansur Hunowu, Zet Husain, Lukman Is Ibrahim, Meimoon Ibrahim, Meimoon Idris Pakaya Idrus Usu Idrus Usu Isa, Nirwan Ismail, Silveny Julie Abdullah Julie Abdullah Juniawan Mandala Putra Junus , Onong Kalzum R Jumiyanti Kespandiar, Tengku Laliyo, Surajuddin Lamuda, Ilyas Lutfi Madjid M, Muh Akmar Mahludin H. Baruwadi Makuta, Erwin Malik , Amas Bin Masiaga, Novaliastuti Mbuinga, Ferawaty Mile, Kisran Moh Afan Suyanto Moh Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Afan Suyanto Moh. Arif Novriansyah Moh. Jamal Moodoeto Moh. Rolli Paramata Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Afan Suyanto Mohamad Taufik Hiola Mokoagow, Arsin Mulyana Machmud Musran Munizu Nismawaty S. Pahrun Nofirman, Nofirman Novaliastuti Masiaga Nurbiya Tengkeran Nurhayati Husain Nurhayati Umar Djafar Olfin Ishak Olfin Ishak Pindi Puluhulawa Podungge, Fatmawaty Pratama, Dody Puluhulawa, Yowan Putra, Juniawan Mandala Rahman, Stephany Rasid, Ayub Usman Rasid, Ayub Usman Ratno A. Entengo Raudya Setya Wismoko Putri Reynaldi Tresnadjaja Riflan Buluati Roydah Gani Safril, Sandi Sasmita Rohizah Setiawan Silviana Taniu Sriwahyuni Mooduto, Yuyun Suaiba, Haidar Rizki Suhara, Ade Sukmayadi Sukmayadi Sukmayadi Suyanto , Moh. Afan Suyanto, Moh. Afan Suyanto, Moh. Affan Suyanto, Mohamad Afan Tamahiwu, Rizki Tolah, Trisnawaty Ismael Tresnadjaja, Reynaldi Usman Rasid, Ayub Wardana, Miko Andi Yakup Parto Yakup Yakup Yakup Yakup Yasin, Rahmi Novi Yusniarti Mustafa Yuyun Sriwahyuni Mooduto