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All Journal JURNAL RISET BISNIS DAN MANAJEMEN JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Technomedia Journal Journal of Management - Small and Medium Enterprises (SME's) Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi Economics and Digital Business Review Milestone: Journal of Strategic Management Journal of Business Administration (JBA) Prosiding Konferensi Nasional PKM-CSR Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Pengabdian Vokasi International Journal of Business and Applied Economics (IJBAE) Seminar Nasional Produk Terapan Unggulan Vokasi MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN JURNAL PENELITIAN BISNIS Asian Journal of Logistics Management Jurnal Elektrik EDUCATIONE: Journal of Education Research and Review
Arief Perdana Kumaat
Politeknik Negeri Manado
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ANALISIS MEREK DAN STRATEGI PRODUK DALAM MEMBANGUN DAYA SAING PRODUK GULA SEMUT ORGANIK “SOLAREN” Paendong, Melky K. E.; Kumaat, Arief Perdana; Adelaida Joroh; Kaparang, Gratia Natrina; Walangitan, Misael Aldo
MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN Vol. 8 No. 1 (2026): MANAJEMEN, ADMINISTRASI BISNIS DAN PEMASARAN
Publisher : Jurusan Administrasi Bisnis Politeknik Negeri Manado

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Abstract

This article examines branding strategy and product strategy as instruments to build the competitiveness of “SOLAREN”, an organic palm sugar granule (gula semut) product manufactured through an integrated photovoltaic (PV) powered production system in Talaitad Utara Village, South Minahasa. The national palm sugar market continues to grow while domestic production still fails to meet roughly thirty percent of demand, and export potential through HS Code 170290 keeps expanding, opening opportunities for villagebased producer groups to enter premium and export segments. This study employs a descriptive qualitative approach using secondary data derived from a marketing review report, examining market analysis, competitor benchmarking, brand architecture, digital marketing channels, and food safety and quality certification. The findings show that SOLAREN's brand strategy, which combines clean solar-based technology with the authenticity of local sap, together with a structured product differentiation strategy covering consistent moisture content, uniform colour, fine texture, and staged certification, is able to position SOLAREN as a premium product capable of competing with manually produced palm sugar as well as established national brands. Integrated branding and product strategy supported by digital marketing channels and renewable energy technology are concluded to be key determinants in strengthening the competitiveness of village-basedorganic palm sugar products.
PENGEMBANGAN VISIBILITAS PEMASARAN UMKM RUMAH KAYU Supit, Vekky; Dua, Iyam L; Walangitan, Misael Aldo; Kumaat, Arief Perdana
MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN Vol. 8 No. 1 (2026): MANAJEMEN, ADMINISTRASI BISNIS DAN PEMASARAN
Publisher : Jurusan Administrasi Bisnis Politeknik Negeri Manado

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The Woloan Wooden House industry in Tomohon City is an export-oriented creative economy asset with high cultural value. Despite having penetrated European and African markets, reliance on conventional marketing methods may limit its growth in the digital era. This conceptual research aims toanalyze the current implementation of digital marketing in the Woloan Wooden House business and formulate development opportunities to expand market reach and promotion effectiveness. Using a descriptive qualitative approach with literature review and secondary data analysis methods, this study formulates three main strategic pillars. First, the optimization of multi-platform Search Engine Optimization (SEO) to exponentially increase the digital visibility of the product. Second, the development of persuasive and adaptive copywriting, including standardization using international languages (English and Chinese) to facilitate global communication. Third, strengthening consistent visual content and branding based on brand guidelines to build consumer trust. The synergy between machine readability and human readability serves as a balanced strategic instrument to reinforce the domestic market share while winning the competition on the global stage.
MENDORONG HILIRISASI KOMODITAS KELAPA BERKELANJUTAN DI SULAWESI UTARA MELALUI INTEGRASI PLATFORM DIGITAL DAN INDUSTRI PORTABEL Kumaat, Arief P.; Maramis, Diana R. S.; Sudarto, Kayla A. C.; Manengal, Dhea M.
MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN Vol. 7 No. 2 (2025): MANAJEMEN, ADMINISTRASI BISNIS DAN PEMASARAN
Publisher : Jurusan Administrasi Bisnis Politeknik Negeri Manado

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Abstract

Sulawesi Utara merupakan salah satu sentra produksi kelapa nasional dengan potensiekonomi yang besar, namun pemanfaatannya masih didominasi oleh penjualan bahanmentah sehingga nilai tambah dan kesejahteraan petani belum optimal. Artikel ini bertujuanmerumuskan model hilirisasi komoditas kelapa yang berkelanjutan melalui pendekatanCoconut Technopreneur, dengan mengintegrasikan teknologi digital, industri portabelberbasis energi terbarukan, dan pusat inovasi komunitas. Penelitian ini menggunakanpendekatan kualitatif dengan analisis multi-skenario yang mencakup tiga skenario utama,yaitu pengembangan platform digital CocoPreneur App, penerapan mini industri portabelbertenaga surya, dan pembentukan Coconut Innovation Hub. Hasil analisis menunjukkanbahwa integrasi ketiga skenario tersebut mampu meningkatkan efisiensi rantai pasok,menciptakan nilai tambah produk hingga 300%, memperluas akses pasar, serta mendorongpemberdayaan UMKM dan petani kelapa secara inklusif. Model ini berpotensi menjadisolusi strategis dalam mendukung agenda hilirisasi nasional, transformasi ekonomi daerah,dan pembangunan agroindustri kelapa berkelanjutan di wilayah rural Indonesia.
What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption Agung Stefanus Kembau; Devi Yurisca Bernanda; Arief Perdana Kumaat; Fidelia Novena Doa
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : STIE Amkop Makassar

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Abstract

The rise of Virtual Influencers (VIs) in digital marketing has revolutionized the way brands engage with consumers, yet the underlying factors that drive their adoption and interaction remain largely unexplored, particularly in emerging markets such as Indonesia. This study delves into the Behavioral Intention to Use (BIU) Virtual Influencers, applying the Technology Acceptance Model 2 (TAM2) to identify key determinants like Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and Facilitating Conditions (FC). Furthermore, the research investigates the mediating roles of Attitude Toward Using (ATU) and Cognitive Absorption (CA). Through an online survey of 198 Indonesian social media users familiar with AI applications, the results reveal that PU and PEOU directly influence ATU, which in turn significantly shapes BIU. SI and FC exert both direct and indirect effects via ATU and CA. These findings highlight the critical role of cognitive and social factors in driving consumer engagement with VIs in Indonesia, offering valuable insights for businesses aiming to capitalize on this emerging trend. The study extends traditional technology adoption models, calling for further exploration of cultural dynamics and long-term impacts on consumer behavior.
Performance or Pleasure: Which Counts More for Virtual-Influencer Adoption in Indonesia? Kinerja atau Kenikmatan: Mana yang Lebih Penting dalam Penerapan Influencer Virtual di Indonesia? Agung Stefanus Kembau; Christian Haposan Pangaribuan; Arief Perdana Kumaat; Devi Yurisca Bernanda; Fidelia Novena Doa
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 11 No. 2 (2025): September
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v11i2.2168

Abstract

In mobile-first collectivistic markets such as Indonesia, research has not yet clarified how consumers respond to virtual influencers (VIs), AI-driven characters that sell, entertain, and chat in parasocial spaces. Filling this gap is important because Indonesia is projected to become Asia’s fastest-growing e-commerce arena, valued at roughly ninety-five billion US dollars. We adapted the Artificial Intelligence Device Use Acceptance (AIDUA) model and surveyed 235 Instagram users aged 18 to 35 years who follow at least one VI. After pretesting, the final PLS-SEM model satisfied all reliability (CR ≥ 0.89) and convergent validity (AVE ≥ 0.73) thresholds and explained 37 percent of the variance in willingness to accept VIs. Positive emotion emerged as the strongest driver (β = 0.51, p < 0.001). Performance expectancy showed both a direct effect (β = 0.12, p < 0.05) and an indirect effect through emotion, whereas effort expectancy influenced acceptance solely through emotion. Perceived risk and social influence were not significant, confirming that feeling rather than function guides VI persuasion among young Indonesians. Brands should therefore pair clear decision support cues with local humor, everyday Bahasa, and low-friction interfaces to spark joy and reduce novelty skepticism, a strategy likely to accelerate VI adoption in other collectivistic mobile-centric economies.
SCARCITY-DRIVEN FOMO MARKETING IN FACEBOOK PROMOTIONAL COPY: A QUALITATIVE CONTENT ANALYSIS OF RETAIL ADVERTISING Misael Aldo Walangitan; Floren Agensia Sinaga; Bervie Fransel Rondonuwu; Immanuel Christian Pontorondo; Arief Perdana Kumaat
EDUCATIONE Volume 4, Issue 2, July 2026
Publisher : CV. TOTUS TUUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59397/edu.v4i2.272

Abstract

Social media retailers increasingly use scarcity-oriented copy to make promotional offers appear urgent, limited, and socially desirable. This study aimed to identify and explain how Fear of Missing Out (FOMO)-related cues are linguistically constructed in Facebook retail promotional copy. A qualitative descriptive content analysis was conducted on 24 purposively selected public Facebook advertisement posts from retail sellers in North Sulawesi, Indonesia. The unit of analysis was each caption or visual-text expression that represented time scarcity, quantity scarcity, or social proof. Data were transcribed, anonymized, and coded using an operational codebook adapted from persuasion and FOMO literature. The analysis identified 29 cue occurrences across the 24 posts. Time scarcity was the most frequent cue with 14 occurrences, mainly expressed through same-day offers, promo deadlines, and limited promotional periods. Quantity scarcity appeared 13 times through remaining-stock statements, limited-unit claims, and first-come-first-served expressions. Social proof appeared only twice and did not stand independently, as both occurrences were combined with time scarcity. These findings indicate that local Facebook retail copy constructs FOMO primarily through temporal and quantitative limitation cues rather than through social validation alone. The study contributes to digital marketing communication by clarifying how scarcity-driven FOMO cues are textualized in local promotional discourse. Its limitation is that it analyzes advertising texts, not consumer responses; therefore, behavioral effects require further research.
A LOW-COST WEB-BASED ADMINISTRATION SYSTEM FOR SOLAR-INTEGRATED PALM SUGAR PRODUCTION Offel Arianti Rumagit; Melky Krisna Elia Paendong; Arief Perdana Kumaat; Misael Aldo Walangitan; Gratia Natrina Kaparang; Putri Harunja
EDUCATIONE Volume 4, Issue 2, July 2026
Publisher : CV. TOTUS TUUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59397/edu.v4i2.310

Abstract

Rural palm sugar producers increasingly combine traditional processing with photovoltaic systems, but production, quality, cost, and solar-use records often remain fragmented. This study designed and field-demonstrated a low-cost web-based administration system for Kelompok Tani Talaut Jaya in North Sulawesi, Indonesia. Following design science research, the study analyzed the group's paper forms, developed a Google Sheets and Google Apps Script prototype, demonstrated the artifact across several production cycles, and revised it through field observation and informal user feedback. The group leader and several producers used the system through four functional roles: operator, quality control, leadership, and administrator. The artifact integrates five modules: raw-material receiving, daily production, output quality, production-cost calculation, and solar-energy-use logging. Functional verification covered role-based access, transaction recording, automated calculation of Harga Pokok Produksi (HPP), and monthly PDF report generation. The evaluation was descriptive; exact user numbers, transaction volumes, task-completion times, error rates, and standardized acceptance scores were not formally recorded. The verified final forms contain six, six, six, five, and six data-entry fields, respectively. Only the production-cost module retained a documented initial count of ten fields, so the study does not claim a measured reduction across all modules. The solar-energy module documents utilization conditions but does not quantify energy savings or causal production effects. The findings support feasibility in one partner setting and require multi-site validation using formal usability, accuracy, time, and metered-energy measures.
Co-Authors Adelaida Joroh Adriyan Warokka Agung Stefanus Kembau Agung Stefanus Kembau Ali Wardhana Arifmanuel Kolondam Artana, I Made Wahyu Artian Sirun Bernanda, Devi Yurisca Bervie Fransel Rondonuwu Christian Haposan Pangaribuan DEBY AFRIANI MPILA Delfie Genape Doa, Fidelia Novena Dua, Iyam L Erika Kaparang Fidelia Novena Doa Floren Agensia Sinaga Fresi Beatrix Lendo Gratia Natrina Kaparang Gratia Natrina Kaparang I Gede Para Atmaja Immanuel Christian Pontorondo Karlah L. R. Mansauda Kembau, Agung Stefanus Laimeheriwa , Imagodeo Bideyesa Laimeheriwa, Imagodeo Bideyesa Langi, Herry Mandulangi, Jufrina Manengal, Dhea M. Maramis, Diana Maramis, Diana R. S. Marentek R Mikke Marike A.S. Kondoj Melky K. E. Paendong Melky Krisna Elia Paendong Melky Krisna Paendong Misael Aldo Walangitan Mundung, Deky Nancy Henrietta Jessamine Mandey Natasya Torondek Offel Arianti Rumagit Paendong, Melky Paendong, Melky K. E. Paendong, Melky Krisna Elia Papia, Friska J. Peginusa, Stefani Switly Precylia Ribka Rambing Priyono Priyono Purba, Ficky M. F. Putri Harunja Putung, Yoice Romana Pessak Silvira P. Moningka Simanjuntak, Christopel Simanjuntak, Christopel Hamonangan Stanley B. Dodie Steve W.M. Supit Stieven N. Rumokoy Sudarto, Kayla A. C. Sunara, Tristano Aviel Supit, Vekky Tristano Aviel Sunara Virginia C. N. Mamuaja Walangitan, Misael Aldo Wingston Markus J. Longdong