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PENGARUH BRAND EXPERIENCE, INOVASI PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA KEDAI KOPI ESSPECTO CABANG JL. FLAMBOYAN MANADO Cliff Vincent Philips Pattymahu Pattymahu; Willem J. F. A. Tumbuan; Jane Grace Poluan
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 14 No. 2 (2026): JE. Vol. 14 No. 2
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v14i2.67760

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand experience terhadap loyalitas konsumen, dengan kepuasan sebagai variabel mediasi pada konsumen Kopi Esspecto di Kota Manado. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis jalur (path analysis) untuk menguji hubungan langsung dan tidak langsung antar variabel. Populasi dalam penelitian ini adalah konsumen Kopi Esspecto di Kota Manado yang pernah melakukan pembelian lebih dari satu kali. Jumlah sampel sebanyak 100 responden yang diperoleh melalui teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert 1–5. Hasil analisis menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap kepuasan konsumen, serta berpengaruh secara tidak langsung terhadap loyalitas konsumen melalui kepuasan. Sementara itu, pengaruh langsung brand experience terhadap loyalitas konsumen juga ditemukan signifikan. Dengan demikian, kepuasan konsumen terbukti sebagai variabel mediasi parsial dalam hubungan antara brand experience dan loyalitas konsumen.   Kata Kunci: Brand Experience, Kepuasan Konsumen, Loyalitas Konsumen
PENGARUH DIGITAL TRUST, ISLAMIC FINANCIAL LITERACY, DAN SERVICE EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK CICIL EMAS DAN GADAI EMAS DI BANK SYARIAH INDONESIA KANTOR CABANG MANADO MANTOS Wanda Fauziyyah; Willem J. F. A. Tumbuan; Christoffel M. O. Mintardjo
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 13 Nomor 1
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.67554

Abstract

The increase in gold prices over the past year has contributed to a growing public interest in investment, in line with government policies through the establishment of a Gold Bank. As the first gold bank in Indonesia, Bank Syariah Indonesia provides comprehensive services, ranging from trading and sales to gold custody. In this context, this study aims to analyze the influence of Digital Trust, Islamic Financial Literacy, and Service Experience on purchase decisions for Gold Installment and Gold Pawn products at Bank Syariah Indonesia, Manado Mantos Branch Office. The sample was determined using a purposive sampling technique, with a population of 829 customers, and based on the Slovin formula, 89 respondents were selected as the research sample. This study employed a quantitative approach with analytical techniques including validity testing, reliability testing, classical assumption testing, hypothesis testing, and multiple linear regression analysis. The results indicate that simultaneously, Digital Trust, Islamic Financial Literacy, and Service Experience have a significant effect on purchase decisions. Partially, each of these variables also has a positive and significant influence on purchase decisions. This study contributes theoretically by enriching the literature on consumer behavior in Islamic banking and practically serves as a reference for Bank Syariah Indonesia in enhancing digital trust, Islamic financial literacy, and service experience quality to encourage customers’ purchase decisions for gold products.
The Influence Of Store Atmosphere And Product Quality On Customer Satisfaction At Chamar Cafe Kawangkoan Prodeo T. B. Rompas; Willem J. F. Alfa Tumbuan; Maria V. J. Tielung
Indonesian Journal of Economics Management and Accounting Vol. 1 No. 3 (2024): IJEMA - Maret 2024
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

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Abstract

Di era globalisasi ini, perkembangan bisnis kuliner bergerak dengan pesat. ditingkatkan. Bisnis kafe di Indonesia saat ini sedang mengalami fase pertumbuhan yang pesat dan dinamis, mencerminkan pergeseran lanskap konsumen dan tren gaya hidup yang terus berkembang. Kafe sebagai pelaku usaha di bidang industri makanan dan minuman terkenal dengan pengelolaannya yang praktis serta pelayanan yang menyeluruh dan ramah terhadap pelanggan. Chamar Cafe misalnya, memposisikan diri secara strategis dengan mendirikan lokasinya di depan jalan utama di Kawangkoan. Penelitian ini menggunakan metode kuantitatif. Hasil penelitian menunjukkan bahwa store atmosfer terhadap kepuasan pelanggan mempunyai pengaruh positif secara simultan. Hal ini terungkap berdasarkan kuesioner yang disebarkan kepada pelanggan di Chamar Cafe Kawangkoan. Hasil penelitian menunjukkan, Suasana Toko dan Kualitas Produk mempunyai pengaruh positif terhadap kepuasan pelanggan di Chamar Cafe Kawangkoan melalui indikator Kepuasan Pelanggan seperti Loyalitas, Keinginan Kecil dan Niat untuk Mengajukan Komplain, Kepuasan, Kesediaan Merekomendasikan. produk. Dapat dikatakan, Suasana Toko dan Kualitas Produk mempunyai pengaruh positif terhadap Kepuasan Pelanggan di Chamar Café Kawangkoan.
PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), DIGITAL MARKETING, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI MEDIASI PADA KLINIK KECANTIKAN ZAP MANADO Ayuwandira Humena; Stanss Levynna Hermien Verronica Joyce Lapian; Willem Johan Fredrik Alfa Tumbuan
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 13 Nomor 1
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.67500

Abstract

This study aims to analyze the effect of Electronic Word of Mouth (E-WOM), digital marketing, and consumer trust on purchasing decisions, with brand image as a mediating variable at ZAP Beauty Clinic Manado. This research employs a quantitative approach using a survey method through questionnaires distributed to consumers. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results indicate that E-WOM, digital marketing, and consumer trust have a positive and significant effect on both brand image and purchasing decisions. Furthermore, brand image significantly influences purchasing decisions and serves as a mediating variable in the relationship between E-WOM, digital marketing, consumer trust, and purchasing decisions. These findings highlight the importance of digital marketing strategies, online consumer reviews, and trust-building in enhancing brand image and encouraging purchasing decisions. This study contributes to the development of marketing literature and provides practical implications for the beauty clinic industry in designing effective digital marketing strategies in the digital era.
Integration of China's Capital Markets on Global Capital Markets Before and During the First Case of Covid 19 (SSEC, NYSE, JCI, AXJO). Maikel Sanger; Ivonne S. Saerang; Willem J. F. A. Tumbuan
International Journal on Economics, Finance and Sustainable Development Vol. 3 No. 10 (2021): IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v3i10.2230

Abstract

The world is currently being shaken by a great pandemic, namely Covid 19 (Corona Virus Disease). The increase from day to day in the number of patients infected with the COVID-19 virus is difficult to control and a clear and straightforward plan is needed from the government to tackle this problem. The first case of covid 19 appeared in Wuhan, China at the end of 2019. This study aims to see the degree of closeness of the relationship between the Chinese, American, Indonesian and Australian capital markets before and during the First Case of Covid 19. The analytical technique used is correlation with the Pearson approach. product moments. Where the population used is 90 days before the case and 90 days when the first case of covid 19 occurs.
Analysis of the Effect of Brand Image, Product Quality, and Price Perception on Consumer Purchase Decisions for Toyota Avanza PT. Hasjrat Abadi Manado during PPnBM policy Rexzy Yehuda Zakawerus; Lisbeth Mananeke; Willem JFA Tumbuan
International Journal on Economics, Finance and Sustainable Development Vol. 4 No. 1 (2022): IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v4i1.2609

Abstract

This study aims to test and analyze whether brand image, product quality, and price perception have a simultaneous and partial effect on consumer purchasing decisions for Toyota Avanza PT. Hasjrat Abadi Manado during the PPnBM policy. As respondents, 97 respondents were buyers of Toyota Avanza cars from March 2021 to August 2021. This study uses the analysis method of validity and reliability testing, classical assumption test, hypothesis testing, multiple linear and regression, and coefficient of determination test. This study found that simultaneously or simultaneously brand image, product quality, and price perception affect consumer purchasing decisions for Toyota Avanza during the PPnBM policy. Separately or partially only brand image has no effect on consumer purchasing decisions. Therefore, the Toyota Avanza brand image must continue to be improved even though it is well known.
Effect of Promotional Mix on Credit Card Usage Decisions for Customers of PT BNI (Persero) Tbk Manado Area During the Covid-19 Pandemic Lidya Endah Sugiarti Soewarno; Willem JF Alfa Tumbuan; Arrazi Hasan Jan
International Journal on Economics, Finance and Sustainable Development Vol. 4 No. 6 (2022): IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v4i6.3205

Abstract

The payment system using a credit card is an effort to reduce the use of cash instruments, in addition to debit cards and electronic money. With current technological developments, payment systems made in cash as is generally done, tend to be impractical because they must be provided in various nominal terms. Even the existence of cash becomes a burden on the Central Bank to print and control its circulation. With the ease of doing transactions offered through the use of APMK (Card-Based Payment Instruments), Credit Cards are one of the people's choices in transactions, which shows the development in the number of users. However, since the Covid-19 pandemic, the development of the number of credit card users has shown a decline. This study aims to see how the influence of advertising strategies, sales promotions and personal selling on the decision to use credit cards on customers of PT.BNI (Persero) Tbk Manado Region. The analytical tool used is multiple regressions with the help of SPSS 26 application. The results show that the advertising strategy variable, sales promotion variable, and personal selling have a positive and significant impact on Credit Card Usage Decisions for Customers of PT. BNI (Persero) Tbk Manado Region.
Effect of Job Insecurity, Soft Skill, Hard Skill and Work Engagement on Innovative Work Behavior Francisco Fernando Graham Ginsu; Willem JF A Tumbuan; Irvan Trang
International Journal on Economics, Finance and Sustainable Development Vol. 4 No. 7 (2022): IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v4i7.3360

Abstract

This study aims to analyze the effect of Job Insecurity, Soft Skills, Hard Skills and Job Involvement on Employee Innovative Work Behavior (Study on Employees of PT. PLN Persero UP3 Pamekasan). Respondents in this study amounted to 95 employees who are permanent employees in PT PLN (Persero) UP3 Pamekasan. This study uses multiple linear regression analysis. The partial test results show that the Job insecurity variable has no significant effect on the innovative behavior of PT. PLN (Persero) UP3 Pamekasan employees, the Soft skill variable has a significant effect on the innovative behavior of PT. PLN (Persero) UP3 Pamekasan employees, the Hard skill variable has a significant effect on behavior. innovative employees of PT. PLN (Persero) UP3 Pamekasan, the variable of work involvement has a significant effect on the innovative behavior of employees of PT. PLN (Persero) UP3 Pamekasan. Companies should need to build maximum involvement of all employees to continuously improve their hard skills and soft skills. Training in each section is a necessity with a level of intensity, content and context that is adjusted to the key performance indicators of each employee.
Tourism in the Era of Industry 4.0: Harnessing Digital Storytelling and Social Media for Effective Promotion Stanss. L. H. V. Joyce Lapian; Silvya L. Mandey; Willem J. F. A. Tumbuan; Imelda W. J. Ogi; Darmawati Syam; Yaulie Rindengan; Yance Ambaho; Roberthair Suripatty; Winarsih Winarsih; Meiland Makalisang; Naomi Ormak
Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Vol. 6 No. 1 (2025): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Univiversitas Dr. Djar Wattiheluw

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Abstract

Digital technology has transformed tourism promotion, especially through digital marketing and storytelling. The COVID-19 pandemic accelerated the use of social media and e-commerce, with storytelling helping build emotional connections and improve destination images. In Indonesia, the Ministry of Tourism uses platforms like TikTok and Instagram for this purpose. Research in West Papua Barat Daya shows that short videos, photos, and blogs effectively raise awareness and attract tourists. Despite challenges like limited infrastructure and skills, digital storytelling remains a powerful and sustainable tool for tourism promotion.
Digital Transformation of MSMEs: Navigating Opportunities and Challenges in the Industry 4.0 Era Stanss. L. H. V. Joyce Lapian; Silvya L. Mandey; Willem J. F. A. Tumbuan; Imelda W. J. Ogi; Roberthair Suripatty; Winarsih Winarsih; Meiland Makalisang; Naomi Ormak
Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Vol. 6 No. 2 (2025): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Univiversitas Dr. Djar Wattiheluw

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Abstract

This study explores the opportunities and challenges MSMEs face in adopting digital technologies during the Fourth Industrial Revolution. While digital platforms offer benefits like improved efficiency, broader market access, and innovation, MSMEs encounter challenges such as poor infrastructure, limited digital skills, financial limitations, and cybersecurity concerns. The study suggests solutions including ongoing digital training, infrastructure improvements, better financing access, and enhanced cybersecurity awareness to help MSMEs navigate digital transformation, boost competitiveness, and ensure sustainability in the digital economy.
Co-Authors Agtjoh Evard Rumapea Allistra C. M. Maarial Altje L. Tumbel Altje Lenny Tumbel Amanda, Ivana Erica Andreas S. Manampiring, Andreas S. Anggreyna Tumanduk Angmalisang, Stefani I. Aprianti Karawa Arbie, Muhammad Rafi Arie, Fitty V. Arrazi Hasan Jan Arrazi Hasan Jan Arrazi Hasan Jan, Arrazi Hasan Ayuwandira Humena Badarudin, Nadira Badiangsie, Luis Bangkit, Josefine L. K. Basalamah, Nadia Belinda W. M. Lintong Biera, Ardwin Bode Lumanauw Brandon Zainal Brian Gabriel Soriton Bysella, Maukar Gita Celine Chaterine Kesek Christania Armagita Julia Tamara Christoffel Mintardjo, Christoffel Christy Wenur, Christy Cicilia G Kawilarang Cliff Vincent Philips Pattymahu Pattymahu Dahua, Dwieshinta Juniati Daniel Kurniawan Darmawati Syam David A. Worotikan David P. E. Saerang Debry C. A. Lintong Debry Ch. A. Lintong Delfia Maria Lensun Djurwati Soepeno Djurwati Soepeno Dumais, Lady Priscillia Elsa Mussy Emilia M. Emilia M. Gunawan Emilia M. Gunawan Emilia Margareth Gunawan Emor, Jesikha Inka Erlangga, Nobian Sari Erna Salindeho Eunike Lumingkewas Farlane S. Rumokoy Ferdinand J. Tumewu Ferdinand J. Tumewu Ferdy Roring Fillipie Valentino Sela Fitty V. Arie Fitty Valdi Arie, Fitty Valdi Francisco Fernando Graham Ginsu Frederik G. Worang, Frederik G. Fuad Reza Umar Fuad Furqon, Moh Hifdil Gabriela Siwu Gabriella Dwi Sabatini Gabriella Virginia Lumintang Genita G. Lumintang, Genita G. Gita Anggreiny Tampanatu Greis M. Sendow Gunawan, Emilia M. Hangewa, Kimberly Aprilia Hendra N. Tawas Hendra N. Tawas Imelda .W.J. Ogi Imelda W. J. Ogi Indrie Debbie Palandeng Inkiriwang, Novia A. Irene Potabuga Irvan Trang Irvan Trang Iskandar, Kevin Frangky Ivonne S. Saerang Jacky R. Manoppo Jacky S. B. Sumarauw James D. D. Massie, James D. D. James D.D. Massie Jane G. Poluan Jane Grace Poluan Jane Grace Poluan Jeniffer Gabriella Korompis Jessy J. Pondaag Jifi Liow Johan Tumiwa Joshua J.A. Pangow joubert barens maramis, joubert barens Joy Elly Tulung Julia Friny Runtu Kalalo, Eden Kalvari Kamagi, Tesalonika Kasenda, Veisy V.F. Kasiaheng, Nova Alfiane Kaunang, Milenia C. Kawet, Raymond Ch. Keman, Lia Madelien Kolibu, Relinton Jeremia Korompis, Virginia Kuntoro Boga Andri Labantu, Abdul G. Lady Fransisca Senaen Lamongi, Jackline . Lampah, Inggrit . Langapa, Billy V. Lanny Sengkey Lapian, Joyce S.L.H.V. Lapian Lapian, Stanss L. H. V. J. Laras Sulistiani Ramono Lawren J. Rumokoy Lembong, Verent V. R. Leticya Gala Liando, Shella Lidya Endah Sugiarti Soewarno Liempepas, Silvia . Limpong, Estela Isabelita Evita Linriavita Asan Lintong, Debry Ch. A. Lisbeth Mananeke Lolaroh, Stefanie M. E. Lombogia, Stacia Clearesta Lontoh, Patricia D. V. P. Lotje Kawet Kawet Lumanauw, Bode . Lumintang, Genita Gracia Madja, Triwahyudin K. Magdalena Wullur Maikel Sanger Mamangkey, Christheo M. Mambu, Steni J. Mamesah, Stefanus Mamonto, Felisa W. Mananeke, Lisbeth . Mandagie, Yunita . Manope, Chandra Willy Manopo, Andi Manurip, Jelita Maria Tielung Maria Tielung Maria V. J. Tielung Maria V. J. Tielung Maryam Mangantar Massie, James D.D Maulana, Gilang Rizki Mawa, Maria . Mega Silvia Ransulangi, Mega Silvia Meiland Makalisang Meiland Makalisang Meiny Febiola Rumagit Melisa Kaveeta Kojongian Mengko, Lidya P. Merinda H. Ch. Pandowo Michael B. Pontoh Mirah H. Rogi Missi Rantung Mongisidi R. Sanny Mongkau, Nikita E.M Monica Indrayanti Simanjorang, Monica Indrayanti Montung, Leidy Priscyla Nadia Mita Sembel Nanne, Majesty Fiona Jelita Naomi Ormak Naomi Ormak Nepa, Tesalonika Naomi Ngalimin, Inda G.Q Ogi, Imelda W. J. Ogi, Imelda Wellin Juliana Olivia S. Nelwan Oroh, Dhea Gloria Chrisvynia Oroh, Felly . oroh, Glevino E Paat, vabiola R Pakaya, Muhammad Alvin Panambunan, Jilly C. Pandaa, Muliadi Panekenan, Regitha M. Pangkerego, Ivan C. Paulus Kindangen Peter Claudio Musa sangkay Poluakan, Biily Christovel Pomantow, Rinaldy A. P. Pongantung, Eitania Greatly Porawouw, Regita . Pricillia, Prilly Prodeo T. B. Rompas Pulukadang, Muhammad Theodore Septiand Radjapati, Tifanny Yulianti Raintung, Michael Ch. Rau, Glerry Yohanes Paulus Rawis, Miracle Regina Cecilia Mekel, Regina Cecilia Regina T. Saerang Regina T. Saerang Regina T. Saerang Reitty L. Samadi RENALDO MARCELLINO PELENGKAHU Rexzy Yehuda Zakawerus Riefad, Muh. Riefky Rita Taroreh Rivie C. T. Waani, Rivie C. T. Roberthair Suripatty Rogi, Mirah H. Rompas, Dewi . Rompas, Prince Syema Rondonuwu, Christy Rondonuwu, Christy N. Rosalia Viva Novianni Dumondor Rotinsulu Jopie Jorie Rudolf Jonatan Polii Rudy S. Wenas Rufus Pontolawokang Rumerung, Yemima K. Rumokoy, Farlane S Rumopa, Ferly Runtu, Marseila Esterlita Runtunuwu, Albertus Gerardi S.L.H.V Joyce Lapian Saerang, Regina T. Samadi, Reitty L. Sandala, Dicki . Saraun, Glen F. Sem G Oroh, Sem G Senewe, Virginia . Sevina Raisanda Maharani Shinta Wangke, Shinta Siahaan, Karina . Sifrid S. Pangemanan Silape, Billy R. Silvya L. Mandey Silvya L. Mandey Silvya Lefina Mandey Silvya Mandey Sitompul, Gloria Graciela Sjendry Laindong Sjendry S.R Loindong Soepeno, Djurwati . Soetanto, Kezia Somnaikubun, Monica Yunita Sondakh, Nathania Norine Sondakh, Tiffany Stanss L. H. V. Joyce Lapian Stanss Levynna Hermien Verronica Joyce Lapian Stanss. L. H. V. Joyce Lapian Stefani I. Angmalisang Steven Edbert Sukisman, Menthari R. Supit, Vera G. Surbakti, Leila Mitha Cahayu Syalom Mokorimban Syarifuddin Syarifuddin Tabita Rantelembang Tampatty, Reivita E. Tasik, Hizkia H. D. Tasik, Hizkia H.D Tene, Prilly Ferent Claudysa Togas, Pricella T. Towoliu, Juli E.S Towoliu, Rivaldy Trygen Maurits Antariksa Kuera Tubagus, Gledis S. Tulende, Sharell S. M. Tumboimbela, Rifio Sovian Tumewu, Ferdinand . Tumilaar, Priskila O. Tundunaung, Anatya G. C. Ulag, Pricilia Andreina Victoria Rorimpandey Virginia Pandiangan Walewangko, Aronnaldo Prince Walintukan, Cynthia . Walujan, Brenda C. Wanda Fauziyyah Warren Tengker Wauran, Patrick Ch. Wenas, Rudy S Wenur, Try Setiawan Wereh, Astri S. Winarsih Winarsih Winarsih Winarsih Wowor, Gizell Natalie Wullur, Timothy . Yance Ambaho Yaulie Rindengan Yitzhak Armando Laheba, Yitzhak Armando Yosua Giovani Walukow Yunita Mandagie Yunita Mandagie