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All Journal Proceedings of ISELT FBS Universitas Negeri Padang Business Management Analysis Journal (BMAJ) Jurnal Sistem Teknik Industri Didaktik : Jurnal Ilmiah PGSD STKIP Subang Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Economic Reviews Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Management and Business Economics International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Score: Jurnal Lentera Manajemen Pemasaran
Santi Agustina Manalu
Institut Teknologi Del
Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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The Relationship among Motivation, Attitudes, and Learning Achievement of English as a Foreign Language at Del Institute of Technology Santi Agustina Manalu
Proceedings of ISELT FBS Universitas Negeri Padang Vol 2 (2014): Proceedings of 2nd International Seminar on English Language Teaching (ISELT)
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (116.777 KB)

Abstract

English is a mandatory course learned by the students of Del Institute of Technology. One of graduates’ quality targets is the ability of English language indicated by TOEFL score at least 515. Motivation and attitudes are considered important determinants in learning language. This study investigated the relationship among students’ learning motivation, attitudes and their English learning achievement at Del Institute of Technology. The attitudes analyzed were students’ attitude towards English learning, English language, English towards native speaker, and English lecturer. The research design used was the analysis of quantitative correlation. The data were taken by distributing a questionnaire to 120 respondents and interviewing them randomly. The result showed that students’ learning motivation in English was medium indicated by (M=2.90) on a scale from 1 – 4, attitude towards learning English was positive (M=2.90), attitude towards English language (M=3.39), attitude towards English native speaker was positive (M=3.01), attitude towards English lecturer was positive (M=3.14). The findings also showed that there is no significant relationship among motivation, attitudes and learning achievement. It is predicted that the other factors might be the determinant in increasing English learning outcome that will lead to the investigation for further research.
Ulos Sustainability Towards Green Brands to Improve Marketing Performance Based on a Co-Creation Solution Mariana Simanjuntak; Santi Agustina Manalu
Business Management Analysis Journal (BMAJ) Vol 5, No 2 (2022): Business Management Analysis Journal (BMAJ)
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/bmaj.v5i2.7521

Abstract

The purpose of this research is to produce ulos revitalization and create added value for the green sustainability of ulos production, oriented branding and its marketing so as to increase the life force of weavers and micro-entrepreneurs. Respondents are weavers and training entrepreneurs of ulos, retailers with a total of 316 people engaged in the production and service of Ulos production. Data collection was conducted by survey methods and questionnaires with statements used on a scale of 1-10. Data processing results with SEM AMOS show that green sustainability of Ulos oriented branding (GSB) proved unable to mediate between Product Innovation (PDI), Process Innovation (PCI) and Marketing Performance (MPF). In other words, green sustainability does not directly prove an improvement in marketing performance. GSG shows that it is able to improve Order Management (OMG). The process emphasizes on the relevance of green sustainability, it can be seen that PDI and PCI are proven to improve GSB. Sustainability of green branding can only be achieved when there is product and process innovation. SDL demonstrates the need for the development of new service innovations by investigating the prerequisites and general principles for developing sustainability. Dominant logic treats services as a category of market offerings to be developed and managed like ulos products. The concept of service design has been developed referring to a subset of "green" processes associated with rendering activities to define a concept, structure, or service infrastructure. This research invites ulos observers to understand the values of Ulos authenticity and its culture in sustainable entrepreneurship, inviting weavers and entrepreneurs to have prosocial motives that influence their interest in sustainable ulos entrepreneurship and the role of academia in promoting sustainable entrepreneurial practices.
Analisis Peluang dan Perumusan Strategi Pengembangan Objek Wisata Alam dengan Metode SWOT Analysis di Kab. Asahan (Studi Kasus: Air Terjun di Asahan) Manalu, Santi Agustina; Sinaga, Ulimayen
Jurnal Sistem Teknik Industri Vol. 22 No. 2 (2020): JSTI Volume 22 Number 2 July 2020
Publisher : TALENTA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/jsti.v22i2.3942

Abstract

Pariwisata adalah salah satu bidang yang berperan besar dalam pendapatan daerah. Perkembangan pariwisata dapat menambah pendapatan daerah secara signifikan. Penelitian ini menguraikan bagaimana mengembangkan objek wisata alam yang ada di Kabupaten Asahan dengan tujuan untuk meningkatkan jumlah wisatawan. Studi kasus dalam penelitian ini adalah seluruh air terjun yang ada di Kabupaten Asahan. Sesuai data dari Dinas Pariwisata Kabupaten Asahan, air terjun yang ada di Kabupaten Asahan terdapat sebanyak empat air terjun. SWOT analysis akan digunakan untuk mengidentifikasi Strength, Weakness, Opportunity dan Threat pada objek penelitian. Berdasarkan hasil pada SWOT dengan menggunakan matriks Grand Strategy posisi Air Terjun Ponot ada di strategi SO, Air terjun Alam Tani ada pada strategi WO, Air terjun Simonang-monang ada pada strategi WO dan air Terjun Jatuhan Balok ada pada strategi WT. Berdasarkan hasil Matriks tersebut, peneliti merancang strategi untuk dilakukan pemilihan tingkat kepentingan dari setiap strategi dengan menggunakan Analitycal Hierarchy Process (AHP) yakni dengan menggunakan software Expert Choice versi 11
Analysis of Stakeholder Attitudes toward Sustainable Tourism Development of Lake Toba Area Nababan, Elserida; Manalu, Santi Agustina; Siboro, Benedikta Anna Haulian; Manik, Yosef
International Journal of Tourism and Hospitality in Asia Pasific Vol 4, No 3 (2021): October 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (452.987 KB) | DOI: 10.32535/ijthap.v4i3.1195

Abstract

The purpose of this study is to analyze the attitude of stakeholders towards sustainabletourism development in Lake Toba, Indonesia. The indicators used to measurestakeholder’s attitude were adopted from the United Nations World Tourism Organizationand grouped into the human system and ecosystem categories. A total of 361questionnaires were collected from several stakeholders of Lake Toba tourism.Stakeholders’ attitudes were analyzed by multiplying their level of trust in their level ofimportance to the tourism development indicators. The gap between trust andimportance will be mapped on the importance-performance analysis diagram. Theanalysis indicated that the stakeholders' attitude is generally optimistic about the tourismdevelopment in Lake Toba. However, the level of optimism varies among stakeholders.Tourism entrepreneurs and workers have the lowest attitude value compared to localpeople and tourists. Also, stakeholders which have low income or whose income partlyor most comes from the tourism industry or live in the Lake Toba Area are those in thekey priority to consider. They provide the lowest level of trust but provide the highestlevel of importance in development. Decision-makers must give a more serious approachto these stakeholders to get maximum support.
PENGARUH KUALITAS PELAYANAN DAN BRAND EQUITY TERHADAP LOYALITAS PELANGGAN: STUDI KASUS SIPPIN CABANG BALIGE Genaldo Pakpahan; Avoan Nababan; Tresy Sitio; Santi Agustina Manalu
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 11 No. 04 (2025): Volume 11 No. 04 Desember 2025 In Process
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v11i04.10670

Abstract

This study aims to analyze the effect of service quality and brand equity on customer loyalty at Sippin Balige, which operates in a competitive tourism-based market environment. This study addresses the empirical gap where service quality and brand equity are rated highly by customers, but do not significantly shape loyalty. Using a quantitative approach and involving 200 respondents, data were collected through a Likert scale questionnaire and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, and bootstrapping. The results show that service quality and brand equity have a positive but insignificant effect on customer loyalty, both partially and simultaneously. Bootstrapping analysis reinforced these findings, where the coefficient estimates were stable but the confidence intervals still crossed zero. These findings indicate that customer loyalty is not only determined by service quality and brand equity, but is also influenced by other factors. This study makes a theoretical contribution by highlighting the paradox between positive customer perceptions and low loyalty in the context of the contemporary beverage industry in tourist areas such as Balige.
Marketing Strategy Through Social Media Using Porter's Five Forces And SWOT Analysis Methods Case Study: Christina Ulos Indonesia Pardede, Rebecca Christina; Situmorang, Adelifa; Lumbanraja, Rully Cesarlin; Munthe, Denis Saido; Manalu, Santi Agustina; Rashmi Ranjan Panigrahi
International Journal of Management and Business Economics Vol. 4 No. 2 (2026): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i2.1503

Abstract

This study examines the development of social media–based marketing strategies for Christina Ulos, a traditional Batak ulos business, by integrating SWOT analysis and Porter’s Five Forces to understand its competitive position in the digital marketplace. Using a qualitative descriptive method with a participatory case study approach, data were collected through interviews, field observations, and supporting literature. The results show that Christina Ulos holds strong internal advantages, such as a long-standing reputation, authentic handwoven craftsmanship, deep cultural meaning in every motif, and a loyal customer base. However, challenges arise from limited production capacity, low digital literacy, and dependence on traditional sales channels. Externally, increasing public interest in local cultural products, government support for UMKM digitalization, and the growth of social media platforms offer significant opportunities. Yet, the presence of low-cost machine-made ulos, shifting consumer preferences, and intense digital competition pose substantial threats. The combined SWOT and Porter’s analyses highlight that social media marketing strategies should focus on cultural storytelling, consumer education about authentic handwoven ulos, optimization of high-quality visual content, marketplace integration, and influencer collaboration. This study concludes that an aggressive and adaptive digital marketing approach is essential for strengthening competitive advantage, expanding market reach, and preserving Batak cultural heritage in the modern digital environment
Tourism Entrepreneurship: Empirical Analysis in a Super-Priority Destination in Indonesia Santi Agustina Manalu; Togar Mangihut Simatupang; Santi Novani
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 8 No. 2 (2025): January - June Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmesh.v8i2.3223

Abstract

This article explores the portrait of tourism entrepreneurship in the context of a super-priority destination. This study employed a mixed-methods approach, combining a survey of 73 tourism entrepreneurs and an in-depth interview with four entrepreneurs representing the dominant business sectors of food and beverage service, creative business, accommodation, and tourist attraction within the destination. The findings revealed that most businesses were relevant to food and beverage and creative initiatives. They were relatively mature in the tourism business, with the primary motive for the business opportunity being financial benefits. The critical business challenges identified were inadequate marketing prowess, reduction in demand, shortage of human skills and lack of collaboration among stakeholders. In general, the current development of tourism entrepreneurship in this area is in a phase of slight increase. The findings contributed to the enrichment of the literature on tourism entrepreneurship. This study also supported business development, informed policymakers, and promoted sustainable tourism development.
Pengaruh Orientasi Pasar dan Kemampuan Kewirausahaan terhadap Inovasi Produk serta Implikasinya terhadap Kinerja UMKM di Kabupaten Samosir Diva Agripina Marpaung; Santi Agustina Manalu
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1312

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam mendukung perekonomian daerah, khususnya di Kabupaten Samosir yang merupakan kawasan strategis pariwisata Danau Toba. Karakteristik Samosir sebagai destinasi pariwisata prioritas menciptakan dinamika pasar yang berbeda dibandingkan daerah lain, sehingga diperlukan kajian mengenai faktor-faktor yang memengaruhi inovasi produk dan kinerja UMKM pada konteks tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar dan kemampuan kewirausahaan terhadap inovasi produk serta pengaruh inovasi produk terhadap kinerja UMKM di Kabupaten Samosir. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data diperoleh melalui penyebaran kuesioner kepada 100 pelaku UMKM yang bergerak pada sektor kuliner, perdagangan, kerajinan, jasa, dan usaha lainnya di Kabupaten Samosir, dengan teknik purposive sampling berdasarkan kriteria pelaku UMKM yang aktif menjalankan usahanya. Hasil penelitian menunjukkan bahwa orientasi pasar tidak berpengaruh signifikan terhadap inovasi produk. Sebaliknya, kemampuan kewirausahaan berpengaruh positif dan signifikan terhadap inovasi produk, serta inovasi produk berpengaruh positif dan signifikan terhadap kinerja UMKM. Temuan ini menunjukkan bahwa kemampuan kewirausahaan menjadi faktor penting dalam mendorong terciptanya inovasi produk yang pada akhirnya dapat meningkatkan kinerja UMKM. Penelitian ini memberikan implikasi bahwa penguatan kapasitas kewirausahaan dan pengembangan inovasi produk perlu menjadi fokus utama dalam upaya meningkatkan daya saing dan kinerja UMKM di Kabupaten Samosir sebagai kawasan pariwisata Danau Toba.
Pengaruh Entrepreneurial Orientation terhadap Kinerja UMKM Kuliner melalui Orientasi Pasar, Inovasi Produk, dan Keunggulan Bersaing Fibri Monica Sibuea; Santi Agustina Manalu
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1322

Abstract

UMKM kuliner di Kabupaten Toba menghadapi persaingan usaha, perubahan preferensi konsumen, dan tuntutan menciptakan nilai pembeda sebagai bagian dari kawasan wisata Danau Toba. Penelitian ini bertujuan menganalisis pengaruh entrepreneurial orientation terhadap kinerja UMKM kuliner melalui orientasi pasar, inovasi produk, dan keunggulan bersaing, serta menguji peran social capital dalam membentuk entrepreneurial orientation. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan 160 pelaku UMKM kuliner yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert tujuh poin dan dianalisis dengan Structural Equation Modeling berbasis Partial Least Squares melalui SmartPLS. Hasil penelitian menunjukkan bahwa social capital berpengaruh positif terhadap entrepreneurial orientation. Entrepreneurial orientation berpengaruh positif terhadap orientasi pasar, inovasi produk, keunggulan bersaing, dan kinerja UMKM. Inovasi produk dan keunggulan bersaing berpengaruh positif terhadap kinerja UMKM, sedangkan orientasi pasar tidak berpengaruh signifikan secara langsung. Model penelitian menjelaskan 64,0% variasi kinerja UMKM. Penelitian ini menegaskan bahwa peningkatan kinerja UMKM kuliner Kabupaten Toba lebih kuat dicapai ketika orientasi kewirausahaan diterjemahkan menjadi inovasi produk dan keunggulan bersaing yang dirasakan konsumen. Kontribusi penelitian terletak pada integrasi social capital sebagai anteseden dalam kerangka Resource-Based View pada konteks UMKM kuliner kawasan pariwisata.
The Influence of Service MSMEs and Service Design on Value Co-Creation through Experiential Authenticity in Tourism MSMEs Sinurat, Theresia; Manalu, Santi Agustina
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6910

Abstract

This research aims to analyze the influence of Service MSMEs and Service Design on Value Co-Creation through the mediating role of Experiential Authenticity in tourism MSMEs in Samosir Regency. The study employed a quantitative approach with an explanatory research design. Data were collected from 130 tourists who had interacted directly with tourism MSME services in Samosir Regency using purposive sampling techniques. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that Service MSMEs have a positive and significant influence on Experiential Authenticity. In addition, Service Design was also found to positively and significantly influence Experiential Authenticity. Furthermore, Experiential Authenticity has a positive and significant influence on Value Co-Creation. The results suggest that the quality of service interactions, integration of local cultural values, and well-structured service designs contribute to the formation of authentic tourism experiences and strengthen tourists’ participation in the value creation process. This research contributes to the development of tourism marketing literature within the perspective of Service-Dominant Logic by explaining the role of authentic experiences in encouraging Value Co-Creation in tourism MSMEs.
Co-Authors Arika Purba Avoan Nababan Benedikta Anna Haulian Siboro Citra Pardosi Clara Sri Putri Sitorus Cristin Siringoringo Diva Agripina Marpaung Elserida Nababan Fibri Monica Sibuea Genaldo Pakpahan Intan Pretti Simanjuntak Lumbanraja, Rully Cesarlin Mia Daniella Morette Simamora Munthe, Denis Saido Nababan, Elserida Pardede, Rebecca Christina Pavel Manurung Rashmi Ranjan Panigrahi Santi Novani Simanjuntak, Mariana Sinaga, Ulimayen Sinurat, Theresia Situmorang, Adelifa Togar Mangihut Simatupang Tony Rivandre Simarangkir Tresy Sitio Yosef Barita Sar Manik