Garuda - Garba Rujukan Digital

Article Per Year (5 Year)

p-Index From 2020 - 2025

0.961

P-Index

This Author published in this journals

All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI

David P. E. Saerang

Sam Ratulangi University

Author-ID : 5599268

Economics, Econometrics & Finance

Published : 6 Documents Claim Missing Document

Claim Missing Document

Articles

THE IMPACT OF NEGATIVE ONLINE CONSUMER REVIEW AND BRAND AWARENESS ON POTENTIAL CONSUMER PURCHASE INTENTION AT PRUDENTIAL INSURANCE COMPANY IN MANADO Angelia Theresia Mandagi; David P. E. Saerang; Ferdinand J Tumewu
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Negative online consumer review and brand awareness plays an important role on potential consumer purchase intention. Negative online consumer review fades overtime but the increasing of the brand awareness remind the same and potential consumer tends to buy familiar and well-known product. This research examines the Impact of Negative Online Consumer Review and Brand Awareness on Potential Consumer Purchase Intention at Prudential Insurance Company in Manado. This research are using Quantitative Research Method with 100 samples and using Questionnaire data collection technique, Negative Online Consumer Review and Brand Awareness stimultaneously have positive and significant effect toward the Potential Consumer Purchase Intention at Prudential Insurance in Manado. Prudential needs to pay more attention to all the negative online consumer review and the right way in responding to negative online consumer review is needed to increase their potential consumer purchase intention

FACTORS INFLUENCING ONLINE PURCHASE DECISION OF TIKTOKSHOP CUSTOMERS IN MANADO Dewa Ayu Putri; David P. E. Saerang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

In the world of marketing, buying decisions that will be made by someone is one of the important things to do analysis. This is important because it can help marketers to understand what the target market needs and also what the target market wants so that marketers can make a profit. This research was conducted with the aim of analyzing what factors influencing online purchase decision of tiktokshop customers in manado by using the factor analysis method for data reduction with the aim of summarizing the observed factors. The results of the validity test and reliability test show that the instrument in this study can be used because it meets the requirements. The results of the study showed that all the 20 variable factors met the requirements based on the KMO table and Bartlett's test. The results of the factor analysis test show that all factor items have the same criteria so that they can be used as a single factor. Among 20 factors tested, there are 4 factors that give the most dominant influence which are convenience (0.783), Perceived ease of used (0.777), perceived benefit (0.770), and quality of information (0.763).

THE INFLUENCE OF CONTENT MARKETING, INFLUENCERS AND PSYCHOLOGICAL FACTORS ON BRAND AWARENESS OF TIKTOK ADVERTISING Rachelia Fitalia Gumalang; David P. E. Saerang; Fitty Valdi 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

The aims of this study is to analyze the Influence of Content Marketing, Influencers and Psychological Factors on Brand Awareness of Tiktok Advertising. The population in this study were students of Sam Ratulangi University. The sampling technique was purposive sampling and obtained 100 respondents that were used as samples. Multiple regression analysis method is used to analyze the effect of the independent variable on the dependent variable. The results showed that partially Content Marketing had no effect on brand awareness of tiktok advertising and Influencers had a significant positive effect on brand awareness of tiktok advertising also psychological factors had a significant positive effect on brand awareness of tiktok advertising. Simultaneously, Content Marketing, Influencers and Psychological Factors have a significant effect on brand awareness of tiktok advertising. Content Marketing are encouraged to always improve their strategies so that they continue to provide the latest breakthroughs and build relationships with customers and potential customers to be able to increase consumer brand awareness.

Selling Vibes or Selling Product? The Role of Store Atmosphere on Consumer Loyallty Sheren Yen Yen Hong; David P. E. Saerang; Emilia M. Gunawan
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

The purpose of this research is to identify how is the store atmosphere affected the consumer loyalty. The sample size used for this research was 15 informants of Starbucks Manado that already reach gold level in their membership. . Increase persistence, Triangulation and using reference materials was applied to confirm the attributes of each statements and to assess the validity and reliability. The result shows that Store Atmosphere it does affected the consumer loyalty â€“ comprising 6 elements: Lighting, Music, Aroma, Temperature, Spatial Planning and Building design. It was found that Store atmosphere plays a significant role in Starbucks Manado consumer loyalty. However, the music is not all agreed because of personal preferences.Â

The Influence of Celebrity Endorsers on Purchase Intention of Instagram Social Media Users Okta Gabriel Mamahit; David P. E. Saerang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

This study aims to determine the effect of attractiveness,Â trustworthiness, andÂ expertise possessed by celebrity endorsers on the purchase intention of Instagram social media users partially and simultaneously, data were collected through a questionnaire method with a population of 400 and by using the slovin formula, 80 samples were obtained. Based on the results of the analysis found that the three Attractiveness, trustworthiness, and expertise factors have a positive and significant influence on the purchase intention of Instagram social media users.

THE INFLUENCE OF HUMOR ADVERTISING, CONTENT MARKETING AND PSYCHOLOGICAL FACTORS ON BRAND AWARENESS IN SHOPEE’S YOUTUBE COMMERCIAL “SHOPEE COD (TUKUL ARWANA’S VERSION)” Claudio Enrico Gabriel Bate; David P. E. Saerang; Regina T. Saerang
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

The increasing of digital-based business, transforms traditional marketing into interactive marketing, where consumers can interact directly with brands. YouTube as one of the popular social media today also contributes to online advertising brand awareness. This study aims to analyze the Influence of Humor Advertising, Content Marketing, and Psychological Factors on YouTube Commercial towards Brand Awareness. The population in this study were students of Sam Ratulangi University. The sampling technique uses purposive sampling and obtained 100 respondents that were used as samples. Multiple regression analysis method is used to analyze the effect of the independent variable on the dependent variable. The results showed that partially Humor advertising had no effect on brand awareness while Content Marketing and Psychological Factors had a significant positive effect on brand awareness of YouTube Commercial. Simultaneously, Humor Advertising, Content Marketing, and Psychological Factors have a significant effect towards brand awareness on Youtube Commercial.

Co-Authors Angelia Theresia Mandagi Claudio Enrico Gabriel Bate Dewa Ayu Putri Emilia M. Gunawan Ferdinand J Tumewu Fitty Valdi Arie Okta Gabriel Mamahit Rachelia Fitalia Gumalang Regina T. Saerang Sheren Yen Yen Hong Shinta J. C. Wangke

Title

Found 6 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 6 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 6 Documents
Search