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All Journal Jurnal Manajemen Sains dan Organisasi (JMSO) Journal of Economic Education and Entrepreneurship Studies Epsilon : Journal of Management (EJoM)
Ina Karuehni
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effectiveness of Social Media Marketing in Building Brand Awareness for Startups Ina Karuehni; Peridawaty; Noorjaya Nahan; Rita Yuanita Toendan; Hansly Tunjang
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 4 (2024): VOL. 5, NO. 4 (2024): JE3S, DESEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i4.4582

Abstract

This study aims to analyze the effect of social media as a marketing tool on brand awareness in startups. Using quantitative methods, this study collected data through questionnaires distributed to consumers who interacted with startups on social media platforms. Multiple linear regression analysis was used to evaluate the influence of frequency of social media use, content type, interaction with consumers, and duration of use on brand awareness. The results showed that all independent variables had a positive and significant influence, with creative content type as the most influential factor. The study found that consistency in the frequency of social media use and active interaction with consumers also contributed significantly to increased brand recognition. Although the duration of social media use showed a positive influence, there were 30.8% of other variables not identified in this study, such as word-of-mouth and offline marketing strategies. These findings emphasize the importance for startups to utilize social media effectively in building brand awareness, while considering other factors that can affect brand recognition.
The Effect of Competence and Work Experience on Career Development Through Work Achievement as an Intervening Variable Santika Novelya; Ina Karuehni
Jurnal Manajemen Sains dan Organisasi Vol. 4 No. 2 (2023): Jurnal Manajemen Sains dan Organisasi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52300/jmso.v4i2.10106

Abstract

Objectives – This study aims to determine the effect of competence, and work experience on career development through work achievement as an intervening variable at the Central Kalimantan Province labor and transmigration office.Design/Methodology/Approach – The data used in this study are primary data obtained from questionnaires. The sample size was 55 respondents who were employees of the Central Kalimantan Province labor and transmigration office. The type of research used is a quantitative approach. The research instrument used in this study used the Likert scale method. The analysis technique used is SMART PLS 3.0 data analysis technique.Findings - Based on the results of data analysis, it is obtained that competence has a significant effect on work performance, work experience has a significant effect on career development, and work performance has a significant effect on career development. As well as competence has no significant effect on career development and work experience has no significant effect on job performance
Pengaruh Kualitas Layanan terhadap Loyalitas Wisatawan melalui Kepuasan Wisatawan pada Ekowisata Nyaru Menteng Julira Julira; Vivy Kristinae; Rian Sidiq Prakoso; Ina Karuehni
Epsilon Journal of Management Vol. 4 No. 2 (2026): Oktober: Epsilon : Journal of Management (EJoM)
Publisher : Lembaga Pengabdian Masyarakat Universitas Ichsan Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/epsilon.v4i2.177

Abstract

Nyaru Menteng Ecotourism is an education-based conservation destination in Palangka Raya that holds considerable potential, yet still faces limitations in service quality and facilities that may affect visitor satisfaction and loyalty. This study aims to examine the effect of Service Quality on Tourist Loyalty, both directly and indirectly through Tourist Satisfaction as a mediating variable, at Nyaru Menteng Ecotourism. This study employed a descriptive design with a quantitative approach, involving 55 respondents selected through purposive sampling, with data collected using a 1-5 Likert-scale questionnaire and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.1. The results show that Service Quality has a positive and significant effect on Tourist Satisfaction, Service Quality has a positive and significant effect on Tourist Loyalty, Tourist Satisfaction has a positive and significant effect on Tourist Loyalty, and Service Quality has a positive and significant effect on Tourist Loyalty through Tourist Satisfaction as a partial mediator. These findings indicate that improving service quality, particularly in terms of tangibility, empathy, and assurance, can enhance satisfaction while simultaneously driving tourist loyalty, both directly and through satisfaction first. The practical implication of this study is the importance for the management of Nyaru Menteng Ecotourism to continuously improve facility quality, cleanliness, and safety assurance in order to sustain visitor satisfaction and loyalty over the long term
Co-Authors Hansly Tunjang Julira Julira Noorjaya Nahan Peridawaty Rian Sidiq Prakoso Rita Yuanita Toendan Santika Novelya Vivy Kristinae