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Jacsy Tubalawony
Universitas Pattimura
Humanities Chemistry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Public Health Social Sciences Other

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Pengaruh Orientasi Pasar, Pemasaran Digital terhadap Kinerja Pemasaran Food & Beverage di Kota Ambon JACSY TUBALAWONY
Jurnal Ekonomi dan Kewirausahaan West Science Vol 4 No 01 (2026): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v4i01.3121

Abstract

Persaingan usaha yang semakin ketat serta perkembangan teknologi digital mendorong pelaku bisnis Food & Beverage untuk mengadopsi strategi pemasaran yang adaptif dan berorientasi pasar. Penelitian ini bertujuan untuk menganalisis pengaruh Orientasi Pasar dan Pemasaran Digital terhadap Kinerja Pemasaran pada bisnis Food & Beverage di Kota Ambon. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatif. Populasi penelitian adalah pelaku usaha Food & Beverage di Kota Ambon, dengan penentuan sampel menggunakan teknik purposive sampling terhadap 100 responden yang telah menjalankan usaha minimal dua tahun. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, serta regresi linier berganda. Hasil penelitian menunjukkan bahwa Orientasi Pasar dan Pemasaran Digital berpengaruh positif dan signifikan terhadap Kinerja Pemasaran, baik secara parsial maupun simultan. Kebaruan penelitian ini terletak pada pengujian empiris integrasi Orientasi Pasar dan Pemasaran Digital dalam konteks bisnis Food & Beverage di wilayah nonmetropolitan, khususnya Kota Ambon. Implikasi penelitian ini menegaskan pentingnya penerapan strategi pemasaran yang berorientasi pada pelanggan dan didukung pemanfaatan media digital secara optimal guna meningkatkan daya saing dan kinerja pemasaran usaha.
Future Marketing Classroom: Transformasi Metode Pembelajaran Manajemen Pemasaran Melalui Canva Sabda Aji Kurniawan; Walter Tabelessy; Silfiena Siahainenia; Jacsy Tubalawony; Glen Andre Yusuf T
JURNAL Comunità Servizio : Jurnal Terkait Kegiatan Pengabdian kepada Masyarakat, terkhusus bidang Teknologi, Kewirausahaan dan Sosial Kemasyarakatan Vol. 7 No. 2 (2025): OKTOBER
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM), Univesitas Kristen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33541/cs.v7i2.7340

Abstract

The advancement of digital technology brought significant changes to teaching methods in higher education, particularly through the increasing use of technology-based media such as Learning Management Systems (LMS), instructional videos, and interactive graphic design applications. However, at Pattimura University, the integration of technology into teaching still faced various challenges, especially related to lecturers’ skills in designing engaging and effective digital content. To address this issue, a Community Service Program (PkM) was carried out at the Faculty of Economics and Business, which aimed to enhance lecturers’ competencies in developing instructional videos using the Canva application. The program was implemented through socialization, training, hands-on workshops, and discussion sessions that involved lecturers from the Department of Management, particularly those in the Marketing concentration. The evaluation results showed a significant improvement in lecturers’ ability to utilize Canva for creating interactive slides and instructional videos. This program successfully contributed to improving the quality of teaching, making it more aligned with the needs of students in the digital era. Furthermore, it strengthened the capacity of lecturers in Eastern Indonesia to integrate technology into education, thereby opening opportunities for more creative, collaborative, and relevant teaching practices in line with technological developments.
Co-Authors A Idun Suwarna Arizal Hamizar Bekti Setiadi Eri Mardiani Eva Yuniarti Utami Evracia Turukay Glen Andre Yusuf T Hadinda Hadinda Hulawa Theresia Weileruny Iwan Harsono Lilian S Loppies Maria J F Esomar Meilin Thesman Merry Margareth Pelupessy Mohammad H. Holle Muhamad Masrur Pieter Novry Ruddy Rehatta Sabda A. Kurniawan Silfiena Siahainenia Tabelessy, Walter Tehuayo, Erlinda