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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Journal of Artificial Intelligence and Digital Business
Marvel Mosain Montolalu
University of Sam Ratulangi Manado
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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ANALYSIS OF CONSUMER ATTITUDE TO PRODUCT ATTRIBUTES OF MADE IN CHINA PRODUCTS Montolalu, Marvel Mosain
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol 1, No 4 (2013): Jurnal EMBA, HAL 821 - 935
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (566.134 KB) | DOI: 10.35794/emba.1.4.2013.2820

Abstract

Consumers have different attitudes toward any kind of product which available in market nowadays. One of the countries that producing a lot of manufactured products in the market today is China. The result of that, many brands in worldwide now has made-in China label in their products. Nowadays, made-in China products can be easily found in market of Indonesia espesially in Manado. The purposed of this research is to know consumer attitudes toward made-in China products based on product attributes (quality, price, and design) and to find which attribute is the dominant attribute that influenced consumer to buy made in China products. Theories supporting this research are consumer attitude and country of origin. The population is people of Manado City who ever used made in China products, with the sample size of 100 respondents. This study was conducted in Manado City. The data was gathered through quesionaires by using likert scale. Fishbein Multiattribute Model used as a tool to conduct this research. The result shows that consumer attitude towards made-in China products in Manado is considered good. Attribute price considered as the most dominant attribute which influenced consumer attitude towards the products because of the low price compared with another products.   Keywords: consumer attitude, country of origin, product attributes, Fishbein multiattribute model
Analisis Strategi Influencer Marketing dalam Meningkatkan Brand Awareness UMKM MDC Sport Destilasilika, Bidadari Yuritza; Montolalu, Marvel Mosain; Purnomo, Kharies Dwi Manssoh
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4799

Abstract

Digital marketing kini menjadi pendekatan utama yang digunakan pelaku usaha untuk menjangkau konsumen secara lebih efektif, efisien, dan dapat diukur. Penelitian ini bertujuan untuk menganalisis strategi influencer marketing dalam meningkatkan brand awareness UMKM MDC Sport di Kota Manado. Perkembangan teknologi digital telah mendorong UMKM untuk beradaptasi dengan strategi pemasaran modern, termasuk pemanfaatan media sosial dan influencer marketing.  Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Informan terdiri dari pemilik UMKM MDC Sport, influencer yang berkolaborasi, dan konsumen yang mengikuti akun media sosial atau pernah membeli produk MDC Sport. Hasil penelitian menunjukkan bahwa MDC Sport memanfaatkan influencer marketing sebagai strategi utama dalam membangun interaksi dengan audiens dan meningkatkan brand awareness. Influencer berperan penting dalam memperluas jangkauan informasi dan membangun kepercayaan konsumen melalui konten yang kreatif dan relevan. Faktor pendukung strategi ini antara lain tingkat literasi digital pelaku UMKM, kekuatan konten visual, serta kesesuaian antara karakter influencer dan target pasar. Sementara itu, hambatan yang dihadapi mencakup keterbatasan anggaran promosi, kurangnya konsistensi konten, dan persaingan tinggi di pasar sportwear. Secara keseluruhan, strategi digital marketing berbasis influencer terbukti memberikan kontribusi positif terhadap peningkatan brand awareness MDC Sport. Penelitian ini memberikan implikasi praktis bagi UMKM di Manado untuk mengoptimalkan kolaborasi dengan influencer dan memperkuat literasi digital sebagai fondasi keberhasilan pemasaran di era digital
Co-Authors Destilasilika, Bidadari Yuritza Purnomo, Kharies Dwi Manssoh