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All Journal Enrichment : Journal of Management Innovative: Journal Of Social Science Research Horizon: Indonesian Journal of Multidisciplinary
Rainier Hendrik Sitaniapessy
Universitas Pattimura
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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What are the Experts Saying About Business Marketing Communication Applications in the Digital Age? B.M.A.S. Anaconda Bangkara; Rainier Hendrik Sitaniapessy; Irma Rachmawati Maruf; Endang Fatmawati; Yuli Purbaningsih
Enrichment : Journal of Management Vol. 12 No. 4 (2022): October: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (408.192 KB) | DOI: 10.35335/enrichment.v12i4.741

Abstract

This study aims to understand what experts say in business marketing communication applications in the era. The search for data has been successful; we have provided technical assistance on several data that we believe are relevant to the problem, namely the marketing communication application business. We examine the data under a phenomenological approach to gain understanding from several existing data so that the data is valid in answering the problem. Based on the study and discussion, it is explained that several applications can be used in marketing business products in this era of digital applications. In essence, the application is a very communicative marketing model that connects business people with customers online. It is hoped that these findings will be helpful in the development of further studies in both academic and industrial contexts.
Optimalisasi Komunikasi Pemasaran Melalui Media Sosial Bagi Pelaku UMKM di Pulau Banda Neira, Kabupaten Maluku Tengah Feky Reken; Rainier Hendrik Sitaniapessy; Victor Ernest Huwae; Siska Jeannete Saununu
Innovative: Journal Of Social Science Research Vol. 3 No. 4 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i4.4048

Abstract

Di era digitalisasi, banyak platform yang dapat membantu pelaku UMKM untuk meningkatkan penjualannya. Contohnya komunikasi pemasaran media sosial dengan menggunakan platform Facebook, Instagram, Tiktok. Dibutuhkan sebuah konten media sosial untuk menarik pelanggan seperti foto produk yang unik dan menarik. Namun, tanpa memiliki pemahaman dan keterampilan terhadap literasi digital, tentunya akan menyulitkan bagi para pelaku UMKM untuk dapat bersaing dalam perdagangan. Sehingga diperlukan pelatihan pemasaran digital secara berkala. Adapun kegiatan pengabdian masyarakat menyasar para pelaku UMKM di Banda Neira, Kabupaten Maluku Tengah. Kegiatan tersebut dilaksanakan di balai desa kampung baru banda neira. Tujuan dari kegiatan yaitu memberikan pemahaman dan ketrampilan bagi pelaku UMKM yang ada di banda neira dalam menggunakan media sosial sebagai komunikasi pemasaran sehingga penjualan produk dapat lebih efektif dan menghasilkan keuntungan maksimal. Disisi lain dapat menyerap tenaga kerja sehingga perekonomian di banda neira bisa meningkat bukan hanya di tunjang dari segi wisata alam, melainkan produk makanan seperti manisan pala, halua kenari, kopi kayu manis yang bisa menjadi buah tangan bagi para wisatawan saat berkunjung ke banda neira.
Orientasi Strategy pada Industri Fashion Tradisional Rainier Hendrik Sitaniapessy
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6110

Abstract

This study aims to analyze the influence of learning orientation, technology orientation, and entrepreneurial orientation on the marketing performance of Ambon traditional clothing products. The study used a quantitative approach with an explanatory survey design. Primary data were collected by distributing structured questionnaires to 100 customers of Ambon traditional clothing products in Ambon City who were selected using a purposive sampling technique based on their experience of purchasing and using the products. The data obtained were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through the stages of testing the measurement model (outer model) and structural model (inner model) to test the validity, reliability, and relationships between research variables. The results showed that learning orientation, technology orientation, and entrepreneurial orientation had a positive and significant effect on marketing performance. Among the three variables, entrepreneurial orientation had the most dominant influence in improving the marketing performance of Ambon traditional clothing products. These findings indicate that the ability of business actors to develop organizational learning, utilize digital technology, and create entrepreneurial innovation is an important factor in strengthening competitiveness and increasing the effectiveness of marketing local cultural products in the digital era.
Co-Authors B.M.A.S. Anaconda Bangkara Endang Fatmawati Feky Reken R. Irma Rachmawati, R. Irma Siska Jeannete Saununu Victor Ernest Huwae Yuli Purbaningsih