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FACTOR ANALYSIS OF CUSTOMER PURCHASE DECISION AT ESSPECTO COFFEE MANADO Lengkey, Laura Verrent Katoce; Pandowo, Merinda H. C.; Saerang, Regina T.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.57792

Abstract

 This research was conducted at the Esspecto Coffee Manado. This study aims to analyze the factors that influence the customers purchase decision. This research used quantitative method. The data used are primary and secondary.  The sample studied was 100 respondents. The number of variables studied was 20 variables. After the data is processed by using factor analysis there is only 18 variables that can be analyzed further. The scale used is 7 points Likert scale. The data obtained from the respondents were processed using SPSS 20. The results showed that of the 18 factors analyzed by the factor analysis model, the factors influence by consumers in purchase decision at Esspecto Coffee Manado. These factors consist of 4 factors, namely Service Quality Index, Ambience and Amenities Rating, Facility and Value Perception, and Offering Quality and Brand Appeal.   Keyword: Customer Purchase Decision, Factor Analysis
ANALYZING CONTENT MARKETING OF KIMIA FARMA PHARMACY IN MANADO Kambey, Shalom Priscila; Pandowo, Merinda; Tumewu, Ferdinand
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.57863

Abstract

This research examines the content marketing strategies employed by kimia farma pharmacy in manado, focusing on how these strategies influence consumer behavior, enhance engagement, and contribute to business growth. utilizing a qualitative approach. The study gathers data through interviews and surveys with followers of kimia farma's social media platforms, particularly instagram, to gain insights into consumer perceptions and experiences with the brand's content. The findings aim to identify the strengths and weaknesses of kimia farma's current content marketing efforts, providing practical recommendations for improvement. Ultimately, the research underscores the critical role of strategic content marketing in the pharmaceutical industry, emphasizing its potential to foster stronger consumer relationships through reliable, valuable, and engaging content.   Keyword: Content Marketing
THE INFLUENCE OF PRODUCT REVIEW AND CONSUMER TRUST ON CONSUMER PURCHASE INTENTION OF ELECTRIC VEHICLE IN MANADO Liusito, Jenifer R. K.; Pandowo, Merinda H. C.; Tielung, Maria V. J.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.57949

Abstract

With the rapid development of technology in the automotive field, electric vehicles can be an alternative solution to solve environmental problems. The Indonesian government has promoted and supported the transition to electric vehicles by implementing various policies and incentives aimed at reducing environmental impact and fostering a greener transportation system. The purpose of this study is to ascertain the influence of product review and consumer trust on consumer purchase intention of electric vehicle in Manado. This study uses a quantitative with causal research approach. The data collected through questionnaire with convenience sampling technique that observed 100 respondents who have an intention to purchase electric vehicle and analyzed using Multiple Linear Regression Analysis. The findings of this study have shown that product review and consumer trust have a significant positively effect on consumer purchase intention of electric vehicle, both partially and simultaneously. This study can provide a reference for producers and marketers to improve their marketing strategies to gain valuable feedback through product review and consumer trust in increasing consumer purchase intention.   Keywords: Product Review, Consumer Trust, Consumer Purchase Intention
THE IMPACT OF SELF-EFFICACY AND SELF ESTEEM ON INTERNSHIP STUDENTS JOB PERFORMANCE Runtukahu, Archelia Lara Gabriele; Saerang, David Paul Elia; Pandowo, Merinda Herrari Ch.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58071

Abstract

With education evolving beyond academic learning, universities recognize experiential learning, one of which is exposing students to an internship program as it is critical to boost the graduates’ employability. Shortcomings and limitations of the internship program affect students’ performance, while universities and companies have certain expectations, students’ will have to rely on their self-core for great internship job performance. This study aims to understand how their self-core of Self-Efficacy and Self-Esteem impacts their Internship Job Performance. The research approach is using a quantitative approach, using an online questionnaire targeted at Management students from Faculty of Economics and Business Sam Ratulangi University who took an internship as a compulsory course in the period of 2022/2023. Probability sampling was used to select a sample of 70 respondents among the population. The analysis results indicate that Self-Efficacy has no influence on Internship Job Performance, meanwhile Self-Esteem has a positive influence on Internship Job Performance. Simultaneously, Self-Efficacy and Self-Esteem has a positive influence on Internship Job Performance.   Keyword: Self-Efficacy, Self-Esteem, Internship Job Performance
THE IMPACT OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY AT R-ZONE CAFÉ Sumilat, Kezia Rahel Natasha; S. L. H. V. Joyce Lapian; Merinda H. C. Pandowo
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58081

Abstract

In winning business competition, a marketer must have a competitive advantage or differentiator in order to continue to survive on the products they offer. Researcher conducted this research through Qualitative methods by In-depth Interview to find out how the 5 aspects of Experiential Marketing impacted the Loyalty of Customers at R-Zone Café. The sample size of this study was 20 informants who visit R-Zone Café. Informants are female and male with range age of 17-35. The result in this study indicates that out of 5 aspects of experiential marketing Sense, Feel, Think, and Relate have the most impact for the customer to make repurchase. All 5 aspects of experiential marketing also have positive impact for the customers to being committed to the brand and have positive impact for the customer to recommend the café.   Keyword: Experiential Marketing, Customer Loyalty
ANALYZING TIKTOK CONTENT MARKETING IN 2024 PRESIDENTIAL ELECTION ON GEN-Z IN MANADO Korompis, Virginia; Tumbuan, Willem J. F. Alfa; Pandowo, Merinda Herrari Ch.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58227

Abstract

This research aims to analyzing TikTok content marketing in the 2024 Presidential Election, focusing on Gen-Z in Manado. Using qualitative research methods, the study investigates how various content strategies impact voter engagement and decision-making. The findings reveal that effective content strategies, such as consistent posting frequency, engaging content styles, and meaningful user interaction, play pivotal roles in shaping audience engagement and perceptions. Follower growth serves as an important indicator of a candidate's popularity and credibility, yet it is not the sole determinant of voting decisions among Gen-Z. Engagement metrics like likes, shares, comments, and user interaction provide valuable insights into the effectiveness of the candidates' digital marketing efforts. Ultimately, successful TikTok content marketing requires a deep understanding of Gen-Z's preferences and behaviors, enabling candidates to create messages that resonate and influence this demographic. By utilizing these strategies, candidates can enhance their visibility and appeal, and potentially influencing the voting decisions of Gen-Z in Manado.   Keyword: Content Marketing, Digital Marketing Strategies, Political Campaigns
THE EFFECT OF DESTINATION ATTRACTIVENESS AND DESTINATION IMAGE ON REVISIT INTENTION IN LOKON VIEW Gumolili, Josua; Pandowo, Merinda; Gunawan, Emilia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid development of tourist destinations has significantly influenced the city of Tomohon, particularly in the Woloan sub-district, which is now experiencing considerable growth and increased competitiveness. This study aims to analyze the effect of Destination Attractiveness and Destination Image on Revisit Intention in Lokon View, located on Jl. Nimawanua, Woloan Satu Village, West Tomohon District, Tomohon City, North Sulawesi. The survey, conducted through questionnaires, included a sample of 100 respondents from Millennials Generation who have visited Lokon View. Data were analyzed using SPSS 25. The results revealed that Destination Attractiveness (Attraction, Accessibility, and Ancillary Services) and Destination Image (Cognitive Image, Unique Image, and Affective Image) significantly influence Revisit Intention in Lokon View. To enhance revisit intention at Lokon View, focus on improving destination attractiveness by enhancing attractions, accessibility, and ancillary services. Additionally, strengthen the destination image by promoting its cognitive, unique, and affective qualities through targeted marketing and maintaining high service standards.   Keywords: Destination Attractiveness, Destination Image, Revisit Intention
Analisis Pengaruh Keadilan Organisasi Distributif dan Prosedural terhadap Komitmen Kerja Pegawai di Sekretariat DPRD Kota Manado Retor, Indah; Taroreh, Rita N.; Pandowo, Merinda H. Ch.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.58918

Abstract

Penelitian ini bertujuan untuk menganalisis  Keadilan Organisasi Distributif dan Keadilan Organisasi Prosedural terhadap Komitmen Kerja Pegawai di Sekretariat DPRD Kota Manado. Adapun pendekatan dalam penelitian ini, menggunakan penelitian dengan pendekatan kuantitatif dan model penelitian menggunakan analisis regresi linear berganda. Data dikumpulkan melalui kuisioner dan literatur.  Teknik  pengambilan sampel  menggunakan teknik purposive sampling, yang dimana dalam pelaksanaan teknik ini mengunakan jenis non probability sampling. Responden pada penelitian ini sebanyak 58 responden yang merupakan seluruh pegawai di Sekretariat DPRD Kota Manado. Hasil penelitian menunjukkan bahwa secara parsial baik variabel keadilan organisasai distributif maupun keadilan organisasi prosedural berpengaruh positif dan  signifikan terhadap Komitmen Kerja Pegawai di Sekretariat DPRD Kota Manado, kemudian secara simultan kedua variable tersebut berpengaruh secara Bersama-sama terhadap Komitmen Kerja Pegawai di Sekretariat DPRD Kota Manado. Kata Kunci: Keadilan Organisasi Distributif, Keadilan Organisasi Prosedural dan Komitmen Kerja Pegawai
THE INFLUENCE OF E-WOM AND PERCEIVED BENEFITS ON THE DECISION TO USE E-WALLET WITH CUSTOMER TRUST AS AN INTERVENING VARIABLE IN FEB UNSRAT STUDENT Wuwungan, Angelika Regina; Tielung, Maria V.J.; Pandowo, Merinda H.C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.58941

Abstract

This research investigates the influence of Electronic Word of Mouth (E-WOM) and perceived benefits on the decision to use e-wallets, with customer trust as an intervening variable, among students at the Faculty of Economics and Business (FEB) Sam Ratulangi University (UNSRAT). This study utilizes a quantitative research method, with 100 FEB UNSRAT students who are active e-wallet users as the sample. Data were collected through questionnaires and analyzed using the Smart PLS 4 program to test the hypotheses. The findings reveal that E-WOM positively affects customer trust but does not significantly influence the decision to use e-wallets. Conversely, perceived benefits positively and significantly influence both customer trust and the decision to use e-wallets. However, customer trust was not found to directly impact the decision to use e-wallets. The results suggest that while E-WOM builds trust, perceived benefits play a more significant role in determining e-wallet adoption. These findings highlight the importance of emphasizing the practical advantages of e-wallets to encourage wider usage among students.   Keywords: E-WOM, Perceived Benefits, Decision to Use, Customer Trust, E-Wallet
ANALYZING PRODUCT PLACEMENT EFFECTIVENESS IN KOREAN DRAMA THROUGH NETFLIX PLATFORM IN MANADO Mumu, Elisabeth Margareth; Lapian, Joyce; Pandowo, Merinda
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.59030

Abstract

The effectiveness of product placement in Korean dramas streamed on Netflix, specifically in the city of Manado. The study employs three key indicators to assess effectiveness: Visual, Auditory, and Plot Dimensions. The Visual Dimension examines how prominently and attractively products are featured within scenes. The Auditory Dimension evaluates the impact of verbal mentions or sounds associated with the product. Lastly, the Plot Dimension assesses how seamlessly the product integrates into the storyline and influences viewer perception. By analyzing these dimensions, the study aims to provide a comprehensive understanding of how product placement impacts viewer engagement and brand recall in this specific demographic.    Keyword: Product Placement, Visual Dimension, Auditory Dimension, Plot Dimension
Co-Authors ., Jilyta Achmad Dimas Dawali, Achmad Dimas Adithya Pandowo Adolfina ., Adolfina Adolfina Adolfina Afilia Aruperes Agus Supandi Soegoto Allan Alexander Lipan Amelia, Nur Ayu Rezky Amelinda Nathania Veren Kindangen Andrea Kalesaran Andrew Darungo Angkouw, Karina Roseline Aprilyan Bionita Tikker, Aprilyan Bionita Arina, Anggraini M. Arrazi Hasan Jan, Arrazi Hasan Arsyad, Annisa M.T Astriyani Bachmid, Feety F. Batistuta Manumpil Beatric Monica Kairupan Sarira Beauty Sumarauw Beibby Muliaan Bella Braiccella Tampenawas Benua, Melinda G.N Bernhard Tewal Besouw, Prisca G. Bolang, Jhon . Brenda, Wowor Budi Putra Christian, Yehezkiel Christisia Aprilia Valensia Lumintang Christoffel M. O. Mintardjo Christoffel M. O. Mintardjo, Christoffel M. O. Christoffel Mintardjo Cindy Lavenia Chikita Paramitha Mogot Cindy, Tuju Angel cintia lombogia Citra Pingkan Kindangen Clarissa P. Pangalila Damian Febrianto Kansil Dave Jackson Mailoor David P. E Saerang, David P. E David P. E. Saerang David P. E. Saerang David P.E Saerang David Paul Elia Saerang David Peter Rotinsulu David Timothy Lodewijck Howard Tumbuan David, Fikran . Dea U Waworuntu Debry C. A. Lintong dewi singal Dondokambey, Zaneta Devina Viona Duwila, Ardiansah Egalita Rosari Maria Sumampouw Emilia Margareth Gunawan Erdiansyah Wuniarto Erika Kaunang Estefan Dusauw Eunike Lumingkewas Evans E.W. Tulungen Ferdinand Tumewu Fergie Clivert Anis Fernanda Tambayong Fransischa Veronika Claudya Titing Frederik G. Worang, Frederik G. Gabriel Ronaldo Rares Gabriella Hillary Putri Dotulong Gaghana, Karen Aurell Gaghana Gefilem, Desiree . Genita G. Lumintang Genita G. Lumintang, Genita G. George M. V. Kawung Gloria Lumenta Goni, Andre Goni, Priskila Hana Debora Grace Sumakul Greis M. Sendow Greis M. Sendow Gumolili, Josua Gunawan, Emilia Herlambang, Agnes Hillary Julia Tuwo, Hillary Julia Imelda Ogi Immanuel, Julyandro Inayah Arbie, Inayah Irvan Trang James D. D. Massie James D. D. Massie, James D. D. James D.D Massie James D.D. Massie James D.D. Massie James Massie James Massie James Massie Janice, Dauhan Jelly Hesthia ` Koagouw Jeremy Desnantino Reynara Sihite Jessica L.H.P. Langelo Jessy J. Pondaag Jilly Gabriella Eman Jocom, Jessica Joy E. Tulung Joy Elly Tulung Juan Worang Kalangi, Josep B. Kalangi, Kevin . Kambey, Shalom Priscila Kanedia Mogonta, Kanedia Kantale, Andreas . Karouw, Deatara E. Z. Kasenda, Daniel Kaunang, Michelle M.K. Kawengian, Nikita Natalia Kawilarang, Jonathan Kawulur, Aster Kembuan, Gladys C. Kezia Eunike Sumendap Kojongian, Brayen Sandy Koloay, Kevin C. Korengkeng, Lavinia Korompis, Claudia Wanda Melati Korompis, Virginia Kotangon, Armando Andika Kumendong, Andreano . Kusumawati, Windy . Lapian, Joyce . Lapian, S.L.H.V. J Lapian, S.L.H.V.Joyce Lasari, Sri Handayani Yuyun Lasut, Nanhito Clary Lawren J. Rumokoy Legi, Christian M. Lembong, Verent V. R. Lengkey, Laura Verrent Katoce Lengkong, Ovelia Lengkong, Vicktor P. K. Lengkong, Viktor Lestari, Syevira Andirani lienjely sinaulan Linda Lambey, Linda Liusito, Jenifer R. K. Lomban, Monica Losa, Virginia Medelin Lucky Dotulong Lucky O. H. Dotulong Lucky O.H Dotulong Lucky O.H. Dotulong Lumempouw, F. Geraldy Lumempouw, Maureen B. K. Madja, Triwahyudin K. Makagansa, Meveri Cyanli Makalisang, Meiland Mamahit, Meygitta Vanesa Mambu, Angelia Christa Mambu, Christie Natalia Mananeke, Lisbeth . Mandagi, Josua George Arly Mandagi, Yosua Leonardo Manduapessy, Gery Manembu, Annathasya I. Manengal, Gloria F. Mangantar, Marjam M. Manoppo, Chiesa Octavianus Manumpil, Ni Made V.A Maria G. Keintjem Maria Tielung Marine Celine Kristel Palar Marjam Mangantar Marulitua C. Siahaan Maryam Mangantar Maryam Mangantar Masinambow, Chriskendry H. Massie, James D.D Matheos, Anggun N. Matthew Andrico Gerald Pattinaja Pattinaja Mawei, Priskila Firsty Mekel, Valentine Melinda, Nainggolan Merry Christy Ering, Merry Christy Michelle Inri Fifalia Nangka Mintardjo , Christoffel M. O. Mintardjo, Christoffel Mardy Oktarisa Mirah H. Rogi Mirah Rogi Mokoginta, Firtalia . Mokoginta, Mia Istiana Mokoginta, Novia Amelia Monica, Yocom . Monintja, Steve Christofel Montolalu, Reity T. Moring, Gratia V. Muksin, Drivera Mumu, Elisabeth Margareth Mutiara Cornelia Dumpapa Nancy Bawata Natalia V. P. Wurarah Natalytha Kimberly Liling Nicole Natasya Ruth Kojongian Noel, Flavia Reva Nompo, Vallery G.E Novia Madundang Noviola Salonika Yosiana Sundah Ogi, Imelda W. J. Oley, Roen F. Olivia Nelwan Olivia S. Nelwan Olivia S. Nelwan Olivia S. Nelwan Paendong Elnike Jessica, Paendong Elnike Palembang, Arthur V. T. Pangemanan, Sifrid . Pangkong, Blessy Monica Pantow, Monalisa Pardede, Christine R. Paruntu, Angel Alvamega Patrick Kevin Giovani Gozalie Patulak, Angelina R. Paulus Kindangen Peggy Adeline Mekel Peggy Makalew Poeng, Meilany . Poluan, Farly . Poluan, Timothy . Pondaag, Adrian Pondaag, Cloudian E. Ponomban, Novia A. Posumah Israel Moniung Prayoga, Vincent Pricilia Sumarmo Priskilla F Paat Pungus, Jeaneta Sarah Raintung, Michael Ch. Randy Wattilete Rantung, Brenda C. V. Rende, Gabriella Reo, Alrick j. Retor, Indah Revydo Takasihaeng Rezzonico, Alessandro Rico Maurits Corneles Soselisa Riman Irfanto, Riman Rimper, Joice Rinefi Tavrita S.L Risania S Timpal Rita N. Taroreh Rita Taroreh Rooroh, Elvira G, Rori, Widya Fildra Roringpandey, Prisky Mercedes Ruata, Dylan Y. Rudy S. Wenas Rudy Steven Wenas Rum, Bernard . Rumagit, Marimar E. Rumengan, Natasya S. Rumengan, Sheren Rumokoy, Lawren Julio Runtukahu, Archelia Lara Gabriele Ryan Vitaly Oroh S. L. H. V. Joyce Lapian S.L.H.V Joyce Lapian S.L.H.V Joyce Lapian Saerang, Regina T. Saerang, Regina Trifena Sahea, Gabriela R. Samadi, Reitty Samadi, Reitty L. Sanger, Keren Sanger, Rini . Sangian, Yosua G. Sari I. J. Saiya, Sari I. J. Sawelu, Evander Gians Sekeon, Tria Sendow, Greis . Sepang, David P.E Sharon Lontoh Sifrid Pangemanan Sifrid s Pangemanan Sifrid S. Pangemanan Sigar, Endah T. Silvana Kantjai Sitinjak, Debora C. Soetanto, Kezia Soewarno, Michael Endrico Sondakh, Aristide G. S. Sondakh, Octavianie B. Sorongan, Junita sriSri Rahmayani Sualang, Maria Christy Sukisman, Menthari R. Sulu, Reynald . Sumilat, Kezia Rahel Natasha Sundah, Gabriela Queenlibraini Supit, Vera G. Suruan, Jenni Ludia Talumewo, Jordan Tamarindang, Billy . Tamatompol, Elisa . Tambajong, Clinton Franklin Tambuwun, Rigita Ratnasari Tamon, Irene Christine Tangkudung, Dion Berio Tanto, Hendra Wijaya Teneh, reynald Thymoti Damanik Tjandrawati, Angela Tompodung, Victory P. Towoliu, Rivaldy Tulandi, Wandy M.G. Tulong, Rima . Tulungen, Evans E.W. Tumboimbela, Rifio Sovian Tumbuan, Willem J. F. A Tumbuan, Willem J. F. A. Tumbuan, Willem J. F. Alfa Tumbuan, Willem J. F. Alfa. Tumbuan, Willem J.F.Alfa Tumewu, Claudia Tumiwa, Deisye Gracelia Victor P. K. Lengkong, Victor P. K. Victor P.K Lengkong Victor P.K. Lengkong Victor. P. K. Lengkong Vincensius, Resilooy Marcho Vycency T. Runtu W. J. F. A. Tumbuan Wakdomi, Marten Walewangko, Aronnaldo Prince Walewangko, Christ D. Wangke, Shinta J.C. Watak, Nadia Willem J. F. A. Tumbuan Wongkar, Valenia F. Wuwungan, Angelika Regina Yosua Sendefri Pajan Yosua Yoel Rau