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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Anastasia Imelda Sayd
Politeknik Negeri Kupang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE IMPACT OF HUMAN RESOURCE COMPETENCY GAPS ON TOURIST EXPERIENCES AT DESTINATIONS NIRWANA LAKE NATURE TOURISM DESTINATION, ROTE NDAO REGENCY Irience R.A. Manongga; Anastasia Imelda Sayd
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3674

Abstract

Introduction: This study aims to examine and analyze the influence of advertising techniques and visual advertising appeal on the purchasing decisions of Kavawear clothing products on the TikTok Shop platform among consumers in Tangerang City. Methods: This research is a quantitative study involving 135 respondents selected through a non-probalility convenience sampling technique. Data were gathered using structured questionnaires and processed through multiple linear regression analysis, including validity, reliability, and classical assumption tests using SPSS version 23.0 software. Results: The partial analysis results show that advertising techniques significantly influence purchasing decisions with a t-count of 14.783 > 1.978. Furthermore, visual advertising appeal also has a significant effect with a t-count of 13.623 > 1.978. simultaneously, both variables show a significant impact (F-count 195.623 > 3.06) and contribute 74.4% to the variation in purchasing decisions, while the remaining 25.6% is influenced by other factors. Conclusion and suggestion: This research concludes that the synergy between clear advertising messages and high visual aesthetics is essential in driving consumer conversion on social commerce platforms. Brand managers are encouraged to focus on both informative content and visual quality to optimizr sales performance.    
BERBAHASA GLOBAL, BERJUALAN LOKAL: STUDI TENTANG PERAN BAHASA INGGRIS DALAM MENINGKATKAN KREDIBILITAS MEREK DALAM PEMASARAN INFLUENCER INDONESIA Anastasia Imelda Sayd; Hamzah Nazarudin; Irience Rachel Agatha Manongga
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3876

Abstract

Introduction: In the context of globalization, the use of English by Indonesian influencers in promoting local brands has become a common strategy, as it conveys a modern and international image while enhancing the brand’s professionalism, appeal, and perceived quality among consumers from diverse cultural backgrounds. However, the inappropriate or inaccurate use of English that does not align with the target audience may lead to misunderstandings, damage brand image, and reduce consumer trust and engagement. Therefore, the effectiveness of English in enhancing brand credibility through influencer marketing remains an important issue that requires further investigation. This study aims to describe the forms of English usage in the marketing content of local brand products by Indonesian influencers on social media and to examine consumers’ perceptions and trust toward brands based on the language used by influencers.Methods: The study employed a mixed-method approach, combining quantitative and qualitative methods. Data were collected through observation, documentation, and an online survey using a questionnaire as the research instrument. Data analysis was conducted using both qualitative and quantitative techniques.Results: The findings indicate that English is predominantly used through code-mixing and code-switching within an informal language style. From the audience’s perspective, the use of English is perceived to enhance the dimensions of brand expertise and attractiveness, while its influence on the trust dimension remains moderate.Conclusion and suggestion: These results suggest that English functions as a symbolic cue of professionalism and modernity rather than as a sole determinant of brand credibility. This study contributes to interdisciplinary discussions in linguistics, marketing, and consumer behavior within the context of local digital marketing practices. Keywords: Brand Credibility, English Language, Influencer Marketing, Local Brands
Analysis of Business Success Determinants: the Role of Entrepreneurial Competence, Capital Aspects, and Regional Origin Noldy D. P Mumu; Anastasia Imelda Sayd; Hendrik Behi
Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Vol. 6 No. 2 (2025): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Univiversitas Dr. Djar Wattiheluw

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Abstract

This study investigates the determinants of business success among retail traders in Kupang, focusing on entrepreneurial competence, capital aspects, and regional origin within the framework of social capital theory. Using a quantitative associative approach, data were collected through observation, questionnaires, interviews, and documentation. The findings reveal that entrepreneurial competence has a positive and significant effect on business success, capital aspects have a positive but insignificant effect, and regional origin exerts a negative and significant effect. Contrary to social capital theory, the results suggest that the greater social capital possessed by non-migrant traders does not enhance, but instead hinders, their business success.
Co-Authors Hamzah Nazarudin Hendrik Behi Irience R.A. Manongga Irience Rachel Agatha Manongga Noldy D. P Mumu