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All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI Jurnal Ilmiah Edunomika (JIE) Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat International Journal on Social Science, Economics and Art Jurnal Pendidikan dan Ilmu Sosial Jurnal Teknologi dan Manajemen Industri Terapan Innovative: Journal Of Social Science Research Journal of Practical Management Studies Maneggio ARTOKULO: Journal of Accounting, Economic and Management Maneggio
Taqwa Sultan
Politeknik Negeri Kupang
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Viral Marketing, Online Consumer Review, Dan Harga Terhadap Keputusan Pembelian Shopee di Kota Kupang Margaretha Sartien Kabanga; Taqwa Sultan; Krysler Kaleb Adoe
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 3 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i3.1581

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Viral, Ulasan Konsumen Online, dan Harga terhadap Keputusan Pembelian di kalangan konsumen yang menggunakan platform e-commerce Shopee di Kota Kupang. Pendekatan kuantitatif digunakan dengan menggunakan survei, dengan kuesioner yang didistribusikan kepada pengguna Shopee aktif. Data yang dikumpulkan dianalisis menggunakan regresi linier berganda di SPSS, didukung oleh uji validitas, reliabilitas, dan asumsi klasik untuk memastikan akurasi dan reliabilitas model. Hasil menunjukkan bahwa semua instrumen penelitian valid dan reliabel, dengan nilai korelasi item melebihi 0,300 dan Alpha Cronbach di atas 0,600. Skor rata-rata untuk Pemasaran Viral, Ulasan Konsumen Online, Harga, dan Keputusan Pembelian berada dalam kategori sangat tinggi, menunjukkan persepsi konsumen yang sangat positif terhadap variabel-variabel ini. Secara parsial, Ulasan Konsumen Online menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai t sebesar 6,329 dan tingkat signifikansi 0,000, menjadikannya faktor paling dominan yang memengaruhi keputusan konsumen. Sebaliknya, Pemasaran Viral memiliki pengaruh negatif dan tidak signifikan, sedangkan Harga memberikan pengaruh positif dan tidak signifikan terhadap keputusan pembelian. Nilai Adjusted R² sebesar 0,435 menunjukkan bahwa ketiga variabel independen menjelaskan 43,5% variasi dalam keputusan pembelian, sedangkan sisanya, yaitu 56,5%, dipengaruhi oleh faktor lain di luar penelitian ini. Secara keseluruhan, temuan ini menyoroti bahwa kepercayaan dan keyakinan konsumen yang dibangun melalui Ulasan Konsumen Online merupakan pendorong utama keputusan pembelian di Shopee, sedangkan strategi Pemasaran Viral perlu dikelola lebih selektif untuk menghindari kelelahan konsumen.
The Utilization of Artifical Intelligence in Optimizing Digital Marketing Strategies in Start-Up Companies Adista Anjar Diany; Taqwa Sultan
Maneggio Vol. 2 No. 4 (2025): AUGUST-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/dfx6dn62

Abstract

This study aims to analyze the use of artificial intelligence (AI) in optimizing digital marketing strategies in start-ups. The research uses a qualitative approach with case study methods in several startup business sectors, such as e-commerce and fintech. Data was obtained through in-depth interviews, observations, and documentation analysis. The results show that the application of AI contributes significantly in five main aspects, namely: (1) personalization of services and user experience, (2) budget efficiency and campaign optimization, (3) increased interaction with customers through chatbots, (4) implementation challenges in the form of limited human resources, high initial investment costs, and data privacy issues, and (5) adaptation strategies carried out by companies through collaboration with AI service providers,  internal training, as well as gradual technology investment. These findings confirm that AI has become a strategic instrument for start-ups to increase competitiveness, although its application still faces various limitations. This research contributes to the digital marketing literature by emphasizing the importance of a balance between the use of technology and adaptive strategies that are appropriate to the conditions of startups.
Green Marketing Strategy in the Age of Sustainability: Building an Environmentally Friendly Brand Image for Long-Term Competitive Advantage Taqwa Sultan; Septia S. Dioh
Maneggio Vol. 2 No. 5 (2025): OCTOBER-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/r9ycde18

Abstract

This study examines the impact of green marketing strategy on green brand image and sustainable competitive advantage among Indonesian companies adopting environmentally friendly business practices. Using a quantitative-explanatory design, data were collected from 150 marketing and CSR managers through purposive sampling. The findings reveal that green marketing strategies particularly eco-innovation, energy efficiency, and environmentally focused communication positively and significantly affect both green brand image and sustainable competitive advantage. Moreover, green brand image mediates the relationship between green marketing strategy and competitive advantage, indicating that authentic and consistent sustainability efforts enhance consumer trust, brand equity, and long-term competitiveness. These results underscore the strategic importance of integrating green values across the value chain to achieve both environmental responsibility and market differentiation. The study contributes theoretically by strengthening the empirical link between sustainable marketing and brand-based competitive advantage, and practically by providing actionable insights for corporations seeking to align profitability with sustainability in the era of the green economy.
Determinants of QRIS User Information: The Role of Usage Barriers, Value Barriers, Risk Barriers, Initial Trust, and Perceived Usefulness Septia S. Dioh; Taqwa Sultan; Manongga, Irience R. A.; Maria S. Lou Kelen; Wihelmina Muni; Anabuni, Andrias U. T.
Journal of Practical Management Studies Vol. 4 No. 1 (2026): JPMS - March (2026)
Publisher : CV. Jala Berkat Abadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61106/jpms.v1i1.143

Abstract

This study examines the determinants of QRIS user information by integrating innovation resistance and technology acceptance perspectives within Indonesia’s nationally standardized digital payment system. Using a quantitative explanatory design, data were collected from 105 QRIS users in Kupang City through a structured questionnaire. Multiple linear regression analysis was employed to test the effects of usage barrier, value barrier, risk barrier, initial trust, and perceived usefulness on user information, following validity, reliability, and classical assumption testing. The results show that usage barriers negatively influence QRIS user information, whereas value barriers, risk barriers, initial trust, and perceived usefulness have significant positive effects. Among all predictors, risk barrier emerges as the most dominant determinant, indicating that security and uncertainty perceptions play a critical role in shaping users’ informational engagement. The proposed model explains 65.8% of the variance in user information, demonstrating strong explanatory power. This study adopts a cross-sectional design and focuses on a single geographic context, which may limit generalizability. Future research may employ longitudinal or comparative approaches to capture dynamic and contextual variations. This study advances digital payment and information systems literature by repositioning user information as a central cognitive outcome of user–technology interaction rather than merely an antecedent of adoption, offering an information-centric framework for evaluating the effectiveness of standardized digital payment systems.
Determinants of Financial Management Behavior Among Generation Z University Students in Kupang: The Role of Financial Literacy, Financial Technology Adoption, and Financial Self-Efficacy Wihelmina Muni; Septia S. Dioh; Taqwa Sultan; Moni Y. Siahaan; Yanti S. Giri
Journal of Practical Management Studies Vol. 4 No. 1 (2026): JPMS - March (2026)
Publisher : CV. Jala Berkat Abadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61106/jpms.v1i1.144

Abstract

This study examines the determinants of financial management behavior among Generation Z university students in Kupang City by integrating financial literacy, financial technology adoption, and financial self-efficacy within the Theory of Planned Behavior framework. A quantitative explanatory design was employed using survey data from 218 students, analyzed through PLS-SEM. The findings reveal that financial literacy, fintech adoption, and financial self-efficacy significantly influence financial management behavior, both individually and simultaneously. Financial literacy serves as the primary cognitive foundation, self-efficacy strengthens perceived behavioral control, while fintech functions as an enabling contextual factor rather than a deterministic driver. The model demonstrates moderate predictive power, indicating that responsible financial behavior among Gen Z students emerges from the interaction of cognitive, psychological, and technological dimensions. This study contributes to extending behavioral finance research in emerging regional contexts and highlights the need for integrative financial education strategies in higher education institutions.
Pemanfaataan Fear of Missing Out (FOMO) sebagai Strategi Pemasaran UMKM Kuliner di Kota Kupang Dioh, Septia Sakalini; Fanggidae, Jappy P.; Sultan, Taqwa
Nuansa Akademik: Jurnal Pembangunan Masyarakat Vol. 11 No. 1 (2026): In Progress
Publisher : Lembaga Dakwah dan Pembangunan Masyarakat Universitas Cokroaminoto Yogyakarta (LDPM UCY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jnajpm.v11i1.3536

Abstract

Rapid advances in digital technology require Micro, Small, and Medium Enterprises (MSMEs) to be adaptable in their marketing strategies. Generation Z, as a group with a high internet penetration rate (around 70%), has given rise to the Fear of Missing Out (FOMO) phenomenon. This study aims to examine the implementation of the FOMO phenomenon as a marketing strategy among MSMEs and to analyze its effectiveness in enhancing product appeal and influencing purchasing decisions. The method used is a qualitative approach with case studies of SME operators who utilize social media as a promotional tool. The results show that the application of FOMO strategies through viral content, time-limited promotions, and the utilization of social media trends can increase the visibility of SME products and encourage consumer engagement. As a community development, FOMO has proven effective in driving of MSMEs in the digital market and improving people's purchasing decisions.
The ‘Quiet Luxury’ Effect in Marketing Strategies: Between Exclusivity and Modern Consumer Appeal Sakalini Dioh, Septia; Taqwa Sultan; Margeretha Sartien Kabanga
Maneggio Vol. 3 No. 2 (2026): APRIL- MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/yp7y7n97

Abstract

This study aims to analyze the effect of quiet luxury in modern marketing strategies, particularly the relationship between brand exclusivity and contemporary consumer appeal. The phenomenon of quiet luxury represents a shift in the meaning of luxury from conspicuous status symbols toward a more subtle, elegant, and intrinsically quality-oriented form of luxury. This research employed a descriptive qualitative approach using a library research method. Data were collected from scientific journals, academic books, industry reports, and other reliable sources related to consumer behavior, branding, and premium marketing. The data were analyzed through content analysis by classifying them into key themes, including the transformation of luxury concepts, brand differentiation, consumer perceived value, brand exclusivity, and the influence of digital media. The findings indicate that quiet luxury has become an effective marketing strategy as it enhances consumer perceived value through dimensions of quality, comfort, implicit status, and personal identity. Furthermore, this strategy strengthens brand positioning through product quality, minimalist design, limited distribution, and exclusive customer experiences. The attractiveness of quiet luxury continues to grow alongside the changing characteristics of modern consumers who are more rational, value-conscious, and sustainability-oriented. However, its implementation also faces challenges such as imitation risks, the dilemma between exclusivity and market expansion, and the demand for long-term quality consistency. This study concludes that quiet luxury is not merely an aesthetic trend, but an adaptive branding strategy highly relevant to the contemporary premium market.
Co-Authors Adista Anjar Diany Agus Setiono Anderias U. T. Anabuni Antonius Rino Vanchapo Awan Sutrisno Budi Akhmad Tarigan Diany, Adista Anjar Dioh, Septia S. Dioh, Septia Sakalini Grancia Caroline Bria Hairil Nurdin Irience R.A. Manongga K, Margaretha Sartien Krysler Kaleb Adoe Margaretha Sartien Kabanga Margeretha Sartien Kabanga Maria S. Lou Kelen Maxymilianus Soter Mite Kombong Mbalu, Feren Moni Y. Siahaan Muhammad Kadri, Muhammad Muni, Wilhelmina Nurdin, Hairil Rahmat Hidayat Sakalini Dioh, Septia Septia S. Dioh Septia S. Dioh Shinta Rahmani Wihelmina Muni Yanti S. Giri