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PENGARUH PESAN IKLAN DI MEDIA TELEVISI TERHADAP MINAT BELI KONSUMEN PRODUK DAIA PADA MAYARAKAT KELURAHAAN OESAPA RT 012 RW 005 KECAMATAN KELAPA LIMA KOTA KUPANG Tuati, Jefrinson; Sahetapy, Stella
Bisman - Jurnal Bisnis & Manajemen Vol 5 No 01 (2020): Juni
Publisher : P3M- Politeknik Negeri Kupang

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Penelitian berjudul“Pengaruh Pesan Iklan Dimedia Televisi Terhadap Minat Beli Konsumen Produk Daia (Studi Pada Masyarakat Kelurahan Di OesapaRT. 012 RW. 005 Kecamatan Kelapa Lima Kota Kupang)”.Tujuan penelitian ini adalah untuk mengetahui bagaimana pengaruh pesan iklan terhadap minat beli.Populasi dalam penelitian ini Pada Masyarakat Kelurahan Di OesapaRT. 012 RW. 005 Kecamatan Kelapa Lima Kota Kupang yang berjumlah 126 kepala keluarga dan sampel yang diambil sebanyak 56 orang responden menggunakan rumus slovin dengan tingkat kesalahan 10%. Teknik penarikan sampel yang digunakan yaitu teknik sampling aksidental. Hasil penelitian ini juga menunjukkan bahwa semua item instrumen dalam penelitian ini adalah valid dan relibel. Variabel pesan iklan memiliki kontribusi/sumbangan sebesar 20% terhadap minat beli (R Square =0,20). Persamaan regresi yang diperoleh dalam penelitian ini yaitu Y= 10,506+ 0,411X. Berdasarkan hasil penelitian yang diadakan ini maka diketahui bahwa variabel bebas yakni pesan ikan berpengaruh positif terhadap variabel terikat yakni minat beli, dimana setiap kenaikan variable pesan iklan akan diikuti pula oleh variabel minat beli. Selanjutnya berdasarkan hasil uji hipotesis diketahui bahwa terdapat pengaruh antara variabel pesan iklan terhadap minat beli dengan nilai t hitung> t table (5,564> 2,003).Hal ini menunjukan bahwa H0 ditolak dan Ha diterima, yaitu Ada pengaruh pesaniklan terhadap minat beli Pada Masyarakat Kelurahan Di Oesapa RT. 012 RW. 005 Kecamatan Kelapa Lima Kota Kupang.

Development of Marketing Strategies in Creative Industries in an Effort to Increase Competitive Advantage (a Study on the Creative Industry of Handicrafts in Kupang city) Sahetapy, Stella; Kabu, Enos; Manteiro, Maria C. B.; Namo, Sita L.
Jurnal Ekonomi Vol. 13 No. 04 (2024): Edition October -December 2024
Publisher : SEAN Institute

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The problems in the research are lack of creativity and innovation, lack of skilled labor, lack of knowledge in product management and marketing that is still done in a conventional way not through automation and e-commerce systems, limited machines and facilities as well as capital for business development. In facing this problem, an appropriate creative economy development strategy is needed so that it can overcome these problems. With the right strategy in the creative industry, it is hoped that UMKM can compete in the 4.0 era and can increase business and regional income. The objectives of this study are 1) To identify and map the existence of culinary and handicraft business SMEs in Kupang Regency.2).This research uses qualitative descriptive methods and formulates appropriate strategies in the field of culinary and knitting business in Kupang Regency. This study took samples in 4 (four) sub-districts in Kupang district, namely east Kupang, Central Kupang, West Amarasi and south Amarasi Samples are selected based on unique business characteristics and have distinctiveness in cultural aspects (aspect culture). Data collection using in-depth interviews, observation and documentation techniques. The result of this research is the formation of a Technology-Based MSME Development Center and Bundling of Creative Industry products.

Strategy for developing small and medium enterprises based on creative economy in facing industrial era 4.0 (study on SMEs in Kupang regency): (Study on SMEs in Kupang Regency) Manteiro, Maria C. B.; Sahetapy, Stella; Kabu, Enos; Ringa, Maria B.
Enrichment : Journal of Management Vol. 14 No. 1 (2024): April
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i1.1866

The problems in the research are lack of creativity and innovation, lack of skilled labor, lack of knowledge in product management and marketing that is still done in a conventional way not through automation and e-commerce systems, limited machines and facilities as well as capital for business development. In facing this problem, an appropriate creative economy development strategy is needed so that it can overcome these problems. With the right strategy in the creative industry, it is hoped that UMKM can compete in the 4.0 era and can increase business and regional income. The objectives of this study are 1) To identify and map the existence of culinary and handicraft business SMEs in Kupang Regency.2).This research uses qualitative descriptive methods and formulates appropriate strategies in the field of culinary and knitting business in Kupang Regency. This study took samples in 4 (four) sub-districts in Kupang district, namely east Kupang, Central Kupang, West Amarasi and south Amarasi Samples are selected based on unique business characteristics and have distinctiveness in cultural aspects (aspect culture). Data collection using in-depth interviews, observation and documentation techniques. The result of this research is the formation of a Technology-Based MSME Development Center and Bundling of Creative Industry products

PENGRAH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINDCARE DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERASI : (STUDI PADA PEGAWAI BANK NTT PUSAT CABANG KUPANG) Sahetapy, Stella; Manteiro, Maria C.B
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3787

Introduction: This study aims to analyze the influence of brand image on skincare purchase decisions among employees of Bank NTT Kupang and how price discounts moderate the relationship between brand image and skincare purchase decisions among employees of Bank NTT Central Kota Kupang. Method: The study uses a quantitative method with multiple linear regression analysis techniques and Moderated Regression Analysis (MRA) with the assistance of SPSS. The research sample consists of 30 respondents from Bank NTT Kupang Branch employees with the following criteria: 1) women aged 25-50 years, 2) using skincare for daily facial care (active skincare product users), 3) having basic knowledge about skincare.Results: The research results show that brand image has a positive and significant effect on purchase decisions, meaning that the better the brand image of skincare products, the more likely consumers are to buy the product. Meanwhile, price discount moderates the relationship between brand image and purchase decisions positively and significantly, meaning that the higher the price discount of a product, the greater or stronger the positive influence of brand image on purchase decisions. In other words, price discount can increase the impact of brand image on purchase decisions. The suggestions given include improving the product's brand image, maximizing price discount programs, and strengthening the market segment. Keywords: Brand image, decision making, price discountConclusion of these findings shows that the better the brand image of a product, the higher the tendency of consumers to make a purchase. In addition, price discounts have been proven to be able to positively and significantly moderate the relationship between brand image and purchase decisions, so the presence of price discounts can strengthen the influence of brand image on purchase decisions. Keywords: Brand Image, Decision Making, Price Discount

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