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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
James D.D. Massie
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Economics, Econometrics & Finance

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The Influence of Viral Marketing and Customer Trust toward Customer Purchase Intention of Xiaomi Smartphone in Manado Alfian Jeremmy Sanggamele; James D.D. Massie; Fitty V. Arie
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (507.487 KB) | DOI: 10.35794/emba.v10i4.42648

Abstract

Smartphone is a mobile phone or smart cellular phone that is equipped with the latest features and high capabilities like a computer. Smartphone market competition is increasing, it is undeniable that the use of smartphones among the community has become a necessity to support activities such as work or school, especially in the midst of the COVID-19 pandemic. The objectives of this study are To Know the Viral marketing and Customer Trust toward Customer Purchase Intention of Xiaomi Smartphone in Manado. The analytical method used is Multiple linear regression. Based on the results of the analysis and discussion using Multiple linear regression and classical assumption test, it is concluded that the results of the hypothesis test found that simultaneously Viral Marketing and Customer Trust had a significant effect on Customer Purchase Intention. For Xiaomi Smartphone to maintain and improve the quality of brand again so that it will make its consumers more loyal to the brand also satisfied.
ANALYZING WULING CONSUMER PURCHASE DECISION AT PT. KUMALA CEMERLANG ABADI (WULING MOTORS) MALALAYANG MANADO. Vycency T. Runtu; James D.D. Massie; Merinda H.C. Pandowo
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (219.695 KB) | DOI: 10.35794/emba.v10i4.43881

Abstract

This study aims to analyze the effect of product, promotion, price and location on purchase decision for Wuling cars at PT. Kumala Cemerlang Abadi Manado. The research method used is a qualitative method, with interviews with several consumers for data collection. The target population in this study are consumers who buy Wuling cars at PT. Kumala Cemerlang Abadi. The number of samples used in this study were 10 informants. The results of this study indicate that product quality, price, promotion, and place have a very positive effect on purchasing decisions. This shows that the better the quality of the product, the more attractive the price and promotion, as well as the convenient location, the more influence the purchase decision will have.
Pengaruh EWOM (Electronic Word of Mouth) di Instagram Terhadap Keputusan Berkunjung Wisata di Kota Tomohon Daniel Oley; James D.D. Massie; Imelda W.J. Ogi
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 02 (2023): JE. Vol 11 No 2 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i02.46935

Abstract

Penelitian penulis bertujuan untuk mengetahui indikator eWOM di media sosial Instagram terhadap keputusan berkunjung wisata di Kota Tomohon. Teknik pengambilan sampel menggunakan purposive sampling didasarkan atas pertimbangan penulis, responden merupakan pengunjung wisata di Kota Tomohon dan sudah mengikuti akun Dinas Pariwisata Kota Tomohon.Data penulis diperoleh dengan membagikan kuesioner tentang concern for other, expressing positive feeling, helping company, dan content kepada 100 responden dengan skala yang menjadi acuan pengukuran adalah likert.Analisis data menggunakan teknik analisis regresi berganda. Hasil dari penulisi teliti menunjukan bahwa concern for other, expressing positive feeling, helping company, dan content  secara simultan berpengaruh terhadap Keputusan Berkunjung, namun Secara parsial Expresing Positve feeling kurang mempengaruhi keputusan berkunjung wisata di Kota Tomohon, bukan berarti dari variabel ini pengunjung tidak tertarik untuk mengunjungi tempat wisata di Kota Tomohon ada juga kemungkinan perasaan yang di gambarkan orang lain kurang tersampaikan ke responden lewat sosial media Instagram sehingga tanggapan dari  responden kurang sesuai dengan harapan responden. KataKunci: Concern for Other, Expressing Positive Feeling, Helping Company, Content, Keputusan Berkunjung
PENGARUH IKLIM ORGANISASI, INTEGRITAS DAN KEPRIBADIAN TERHADAP LOYALITAS PEGAWAI DI RUMAH SAKIT UMUM DAERAH NOONGAN Gloria Charis Prang; James D.D. Massie; Genita G. Lumintang
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 4 (2023): JE. VOL. 11 No. 4
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i4.51848

Abstract

Loyalitas Pegawai merupakan salah satu aspek penting yang harus diperhatikan oleh perusahaan. Iklim Organisasi yang kondusif, integritas yang tinggi dari seorang pegawai serta pembawaan diri atau kepribadian yang baik pada dasarnya dapat menginspirasi dan mendorong pegawai untuk bekerja lebih baik. Tujuan penelitian ini untuk mengerahui Pengaruh Iklim Organisasi, Integritas dan Kepribadian Terhadap Loyalitas Pegawai di Rumah Sakit Umum Daerah Noongan. Penelitian ini merupakan jenis penelitian kuantitatif asosiatif, dengan sampel sebanyak 55 responden  dengan pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda dengan uji f dan uji t. Hasil penelitian menunjukan bahwa secara parsial Iklim Organisasi berpengaruh tidak signifikan terhadap Loyalitas Pegawai di Rumah Sakit Umum Daerah Noongan, dan secara parsial Integritas dan Kepribadian berpengaruh positif signifikan terhadap Loyalitas Pegawai di Rumah Sakit Umum Daerah Noongan. Serta secara simultan Iklim Organisasi, Integritas dan Kepribadian berpengaruh positif signifikan terhadap Loyalitas Pegawai di Rumah Sakit Umum Daerah Noongan. Selanjutnya diharapkan untuk para pegawai terus meningkatkan integritas yang ada serta kepribadian baik yang ada ditempat kerja.   Kata Kunci: iklim organisasi, integritas, kepribadian, loyalitas pegawai
COMPARATIVE ANALYSIS OF E-ADVERTISEMENTS BETWEEN TIKTOK AND INSTAGRAM AMONG THE MILLENIALS Juan Joshua Rumopa; James D.D. Massie; Ferdinand J. Tumewu
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 01 (2024): JE. Vol. 12 No 1
Publisher : Universitas Sam Ratulangi

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

Abstract

The dynamic landscape of digital marketing strategies within Manado City's millennial population. The research focuses on TikTok's short-form video dominance and Instagram's visually rich platform, exploring their distinct advertising features like TikTok's creative video ads and Instagram's versatile formats such as stories, carousels, and influencer collaborations. Not only does the research highlight potential challenges like misrepresentation leading to dissatisfaction and impulse buying tendencies in e-advertisements, but it also emphasizes the critical role of information accuracy, brand engagement tactics, and the significant impact of electronic word of mouth (eWOM) on purchasing behavior. By assessing the strengths and weaknesses of both platforms, the study aims to offer comprehensive insights into effective digital marketing practices, aiding businesses in optimizing their advertising strategies for increased brand recognition, engagement, and sales among the vibrant millennial community in Manado City.   Keywords: information quality, brand awareness, willingness to purchase, E-WOM, e-advertisement
Co-Authors Alfian Jeremmy Sanggamele Daniel Oley Ferdinand J. Tumewu Fitty V. Arie Genita G. Lumintang Gloria Charis Prang Imelda W.J. Ogi Juan Joshua Rumopa Merinda H. Ch. Pandowo Vycency T. Runtu