Garuda - Garba Rujukan Digital

The Influence of Brand Ambassador and Brand Image on E-Commerce Purchase Decision at Tokopedia Marketplace (Study on Millennial and Generation Z in Manado) Jeniffer Gabriella Korompis; Willem J. F. A. Tumbuan; 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

In the first quarter of 2021, Indonesian e-commerce Tokopedia ranked first among the most clicked e-commerce sites in Indonesia, with around 135 million clicks. There is a shift of purchasing power from generation Z to millennial generation. Millennial and Generation Z are the generation that have grown up tech savvy, living through the evolution of life-changing innovation, such as the launch of the public internet and the smart phone. The popularity of Tokopedia was also driven by a marketing strategy in introducing Tokopedia and its products to the public, one of which is the use of celebrities that attract the public's attention. The using of a brand ambassador is one effective marketing technique to get a lot of attention from the customers. Brand image has an important position in influencing the purchasing decisions by consumers, because one of the the decisions in the structure of the purchasing is the decision regarding the choice of brand The purpose of this study is to know the simultaneous and partial influence of brand ambassador and brand image on consumer purchase decision at Tokopedia marketplace. This research used multiple regression analysis with sample of 100 respondents. The result shows that brand ambassador and brand image have a simultaneous and partial influence on consumer purchase decision at Tokopedia marketplace. Tokopedia should keep BTS and Blackpink as their brand ambassador considering that theyâ€™re the most famous Korean boy group and girl group these days and have so many fans especially Millennial and generation Z. Brand image of Tokopedia already good and all Tokopedia need is keep maintaining the corporate image.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN CAFÉ KOPI SOE DI MANADO Peter Claudio Musa sangkay; Willem J. F. A. Tumbuan; 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

Kepuasan konsumen adalah satu aspek penting dalam menjamin suatu bisnis food and beverage tetap berjalan dan dipengaruhi oleh Harga, Kepercayaan, Ketepatan Waktu, Fasilitas, Komunikasi, Promosi, Lokasi, Variasi Produk, Citra Perusahaan, Pengalaman Konsumen, Suasana, Fokus Pada Konsumen, Waktu Tunggu, Emosional, Kemudahan, People, Hiburan, Risiko, Sistem Penanganan Komplain dan Jaminan dan terlihat pada pengelolaan Cafe Kopi Soe di Kota Manado. Penelitian ini bertujuan untuk menerangkan komponen-komponen apa yang terbentuk dari kedua puluh variabel tersebut yang mempengaruhi kepuasan konsumen Cafe Kopi Soe di Kota Manado dan satu komponen dengan pengaruh terbesar untuk kepuasan tersebut. Analisis data menggunakan metode Analisis Faktor dan sampel penelitian adalah 110 konsumen. Hasil penelitian ini membuktikan bahwa Enam komponen yang mempengaruhi kepuasan konsumen Cafe Kopi Soe di Kota Manado adalah Preferensi Konsumen, Fitur-fitur Tambahan Produk/Jasa, Fitur-fitur Spesifik Produk/Jasa, Penilaian Konsumen, Konsep Pemasaran Perusahaan dan Psikologis Konsumen dan Preferensi Konsumen adalah komponen dengan pengaruh terbesar untuk kepuasan mereka. Pihak pengelola Cafe Kopi Soe di Kota Manado harus mempertahankan dan meningkatkan pengaruh semua variabel tersebut terhadap kepuasan konsumen dan komponen-komponen yang terbentuk dan memperhitungkan faktor-faktor lain yang tidak dianalisis dalam penelitian ini. Kata Kunci: variabel pembentuk kepuasan konsumen, kepuasan konsumen, analisis faktor, komponen kepuasan konsumen

THE INFLUENCE OF LEADERSHIP STYLE AND REWARD SYSTEM ON EMPLOYEE PERFORMANCE AT PT. PERTAMINA GEOTHERMAL ENERGY AREA LAHENDONG Syalom Mokorimban; Willem J. F. A. Tumbuan; Regina T. Saerang
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

To achieve company goals, of course, employees are required to maximize their performance. Performance is something that cannot be separated from the company. Employees are required by the company to be able to contribute or perform well and must also be able to increase productivity within the company because the progress or failure of a company depends on employee performance. In this study, the researchers' objective aligns with those of causal study which is to discover whether or not each of the independent variable components affect the mediating variable and thus the dependent variable. From the perspective of analysis and data collection method, researchers will be using a quantitative data analysis. The purpose of this study is researcher want to examine the influence of leadership style and reward system on employee performance at PT. Pertamina Geothermal Energy Area Lahendong. The data used in this study are primary data of 78 respondents with a questionnaire or questionnaire method. This study using a quantitative method. The method used to examine relationship between the independent variable and the dependent variable is a multiple linear regression method and classical assumption test. The result of this study, indicate that Leadership Style and Reward System Partially and Simultaneously had a positive and significant effect on Employee Performance at PT. Pertamina Geothermal Energy Area Lahendong. Keywords: human resources management, leadership style, reward system, employee performance.

PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KNALPOT PROLINER DI ALFA MOTOR MANADO Rufus Pontolawokang; Willem J. F. A. Tumbuan; Raymond Ch. Kawet
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

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

Dengan adanya kemajuan teknologi dan komunikasi yang sangat mudah, seperti situs web dan internet mereka terhubung satu sama lain dan memudahkan setiap penggunanya, dikombinasikan dengan bengkel dan situs web itu akan sangat meningkatkan proses bisnis bengkel lebih baik di mata pelanggan. Dapat mempermudah pelanggan untuk menemukan apa yang mereka butuhkan dan inginkan. Dilihat dari perkembangan tren dimana knalpot racing banyak diminati pengendara bermotor meskipun bukan knalpot yang memiliki ijin untuk dipakai di jalanan. Penelitian ini bertujuan untuk menganalisa pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian. Penelitian ini menggunakan metode regresi linear berganda. Sampel yang digunakan adalah sebanyak 100 orang konsumen di Alfa Motor Manado. Hasil penelitian ini menunjukan bahwa variabel kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian. Harga memiliki pengaruh tetapi tidak signifikan terhadap keputusan pembelian. Promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kesimpulan dari hasil penelitian ini adalah kualitas produk, harga, dan promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian knalpot Proliner di Alfa Motor Manado. Kata kunci: Kualitas produk, harga, promosi dan keputusan pembelian

THE INFLUENCES OF FINANCIAL LITERACY AND FINANCIAL TECHNOLOGY ON MANADO MILLENNIAL INVESTMENT INTENTION IN CAPITAL MARKET Elsa Mussy; Willem J. F. A. Tumbuan; Maria V. J. Tielung
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i1.47482

The development of FinTech and Financial Literacy for the younger generation has been very developed in the digital era, at the same time investment is also important for economic development for the welfare of the community, but because of the risks that can be caused when making investments, it is necessary to have knowledge about financial literacy. For this reason, the author will conduct a study on how FinTech and Financial Literacy affect the intention to invest in millennial. This study aims to determine: (1) the influence of Financial Literacy on Manado millennial investment intention on Capital Market. (2) The influence of Financial Technology on Manado Millennial investment intention on Capital Market. (3) The influence of Financial Literacy and Financial Technology on Manado Millennial investment intention on Capital Market. This study uses a quantitative method with a correlational approach, the population and sample in this study will be determined by the Slovin formula. Slovin's formula can be very precise in situations with large populations such as in this study. The sample that will be used is 100 people from the millennial generation. The criteria are between 22 – 42 years old, namely millennial in Manado who already have financial literacy and know about the capital market. Keywords: financial literacy, financial technology, investment intention.

ANALYZING MANADO YOUTH PREFERENCES ON ONLINE MOVIE STREAMING Leticya Gala; Willem J. F. A. Tumbuan; Shinta Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 1 (2023): JE. Vol 11 No 1 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i1.47501

Nowadays, young people dominate the use of the internet. One thing that we can do with the internet is watch a movie. Currently, there are many online movie streaming platforms available, including Viu, Disney+ Hotstar, and Netflix. Based on the problem's background, this research aims to determine which movie streaming platforms are most demanded by young people in Manado. This research uses quantitative methods to measure data. The method used is the Analytical Hierarchy Process (AHP) method. The AHP method is for rating alternatives to decisions and selecting the best multiple criteria, allowing users to assess the relative weights of some criteria given intuitively. The study shows that young people in Manado prefer the Disney+ Hotstar streaming application over other alternatives. Ease of Use is the essential criterion for young people in Manado in deciding which movie streaming application they choose. Keywords: customer preferences, analytical hierarchy process

THE INFLUENCE OF SOCIAL MEDIA MARKETING, E-WOM AND BRAND AWARENESS ON PURCHASE INTENTION AT UNIQUESHOP.IND JEWELLERY ONLINE SHOP Eunike Lumingkewas; Willem J. F. A. Tumbuan; Merinda H. C. Pandowo
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 3 (2023): JE. VOL. 11 No. 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i3.49710

This study investigates the relationships between social media marketing (SMM), electronic word of mouth (eWOM), brand awareness, and their influence on purchase intention as the dependent variable. In the digital age, where consumers are increasingly exposed to various marketing stimuli, understanding the drivers of purchase intention is crucial for businesses and marketers. The researcher conducted this research through quantitative methods, data was collected through an online questionnaire with a purposive sampling technique with criteria of who have followed Uniqueshop.ind on Instagram, observed their social media marketing activities, female or male (15-50 years old) and have income. The total sample size consisted of 100 respondents. Multiple Regression Analysis method is used to analyze the influence of the independent variables toward the dependent variable. The results of this study indicate that Electronic Word of Mouth and Brand Awareness have a positive and significant influence on Purchase Intention, while Social Media Marketing does not have a significant direct influence on Purchase Intention partially. The results also indicate that Social Media Marketing, Electronic Word of Mouth and Brand Awareness simultaneously influence Purchase Intention positively and significantly. Keywords: social media marketing, electronic word of mouth, brand awareness, purchase intention

THE IMPACT OF WORKLOAD, REWARD AND WORK ENVIRONMENT ON EMPLOYEES PRODUCTIVITY OF UD. RODAMAS David A. Worotikan; Willem J. F. A. Tumbuan; Fitty V. Arie
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 3 (2023): JE. VOL. 11 No. 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i3.50024

Employee productivity is an important aspect in ensuring every business‘s continuity. Workload, reward and work environment are three factors that are significant in the understanding, maintaining and boosting employees ‘productivity from any company or business unit. This study aims to figure out the influence of workload, reward and work environment to employees ‘productivity on UD. Rodamas employees. Overall population in this research is all employees of UD. Rodamas and the chosen sample is 30 respondents. Data analysis uses multiple linear regressions analysis method. This research result proves that workload and reward simultaneously and partially have positive and significant influence employees ‘productivity on UD. Rodamas employees and only work environment that give the positive and insignificant impact. Its management have to preserve and boost workload, reward and work environment in this company and deliberate other factors that influence the employees ‘productivity on UD. Rodamas employees. Keywords: workload, reward, work environment, employee productivity

FAKTOR – FAKTOR YANG MEMPENGARUHI KINERJA PEMASARAN RUMAH MAKAN IKAN BAKAR KINAMANG DI KOTA MANADO Fuad Reza Umar Fuad; Willem J. F. A. Tumbuan; Hendra N. Tawas
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 3 (2023): JE. VOL. 11 No. 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i3.50082

Penelitian ini bertujuan untuk mengetahui Harga, Promosi, Kualitas Produk dan Kualitas Pelayanan terhadap Kinerja Pemasaran pada Rumah Makan Ikan Bakar Kinamang di Kota Manado. Metode pengambilan sampel menggunakan metode purposive sampling dan diperoleh 50 sampel konsumen. Teknik analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial Harga berpengaruh signifikan terhadap Kinerja Pemasaran, Promosi tidak berpengaruh signifikan terhadap Kinerja Pemasaran, Kualitas Produk berpengaruh signifikan terhadap Kinerja Pemasaran dan Kualitas Pelayanan berpengaruh signifikan terhadap Kinerja Pemasaran, sedangkan secara simultan Harga, Promosi, Kualitas Produk dan Kualitas Pelayanan berpengaruh signifikan terhadap Kinerja Pemasaran pada Rumah Makan Ikan Bakar Kinamang di Kota Manado. Kata Kunci: harga, promosi, kualitas produk, kualitas pelayanan, kinerja pemasaran

ANALYSIS OF THE FACTORS INFLUENCING BUYING DECISION OF CELL PHONE ACCESSORIES AT BINTANG STORE IN MANADO Brandon Zainal; Willem J. F. A. Tumbuan; Maria V. J. Tielung
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 11 No. 3 (2023): JE. VOL. 11 No. 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v11i3.50224

The study aims to analyze the various factors that influence consumers' decision-making process when purchasing cellphone accessories at Bintang Store, understanding the determinants that shape consumers' choices is crucial for retailers seeking to optimize their marketing strategies. By identifying and examining these factors (are Price, Product Completeness, and Location), store can tailor their offerings efforts to meet consumer preferences effectively. This research utilizes quantitative techniques. The collected data is then analyzed using IBM SPSS 22 Program, including multiple regression analysis. The findings shed light on the relative importance of different factors in influencing consumers' decision-making processes when purchasing cellphone accessories. Furthermore, they provide valuable insights into the specific attributes and characteristics that drive consumer behavior in this context. Overall, this research contributes to the existing literature on consumer behavior and decision-making processes in the context of cellphone accessories. By analyzing the factors that influence consumers' choices at Bintang Store, this study provides practical recommendations for the store looking to enhance their understanding of consumer preferences and optimize efforts. Keywords: price, product completeness, location, buying decision

Title

Found 17 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 17 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 17 Documents
Search