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All Journal Al-Buhuts (e-journal) Optimal: Jurnal Ekonomi dan Manajemen
Oktaviani Ramenusa
Sekolah Tinggi Bisnis dan Manajemen Dua Sudara
Economics, Econometrics & Finance

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STRATEGI PENINGKATAN PEREKONOMIAN KELUARGA NELAYAN PESISIR: PERAN PEREMPUAN DALAM PEMANFAATAN DIGITAL MARKETING Juliedi Manuel Palenewen; Oktaviani Ramenusa; Pradipta Mandasari Parasan
Al-Buhuts Vol. 22 No. 1 (2026): Al-Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v22i1.6986

Abstract

The well-being of coastal communities in Indonesia continues to face various challenges due to limited access to technology and low utilization of digital marketing in the economic activities of fishing households. This study aims to analyze the impact of women’s role in the use of digital marketing on the household income of fishing families on Lembeh Island, Bitung City. The study employed a quantitative approach using a survey method involving 90 respondents selected through purposive sampling. The data were analyzed using simple linear regression with the aid of SPSS. The results show that women’s role in the use of digital marketing has a positive and significant effect on fishing families’ income (β = 0.606; t = 24.656; p < 0.05; R² = 0.874), indicating that 87.4% of the variation in family income can be explained by this variable. These findings expand the body of research on the economic empowerment of coastal communities through the integration of women’s roles and the use of digital technology in small island regions vulnerable to economic uncertainty. The novelty of this study lies in its empirical examination of the relationship between gender roles, digital marketing, and the economic vulnerability of coastal communities—a topic that has rarely been studied quantitatively in Indonesia. This study confirms that strengthening the digital capacity of coastal women can be a key strategy in improving the well-being of fishing families. Therefore, policies are needed to support the improvement of digital literacy, community-based marketing training, and the provision of technological infrastructure to drive sustainable local economic transformation.
Pengaruh Lokasi dan Strategi Marketing terhadap Minat Beli Konsumen di Perumahan Sagrat PT. Rizky Kurnia Abadi Kota Bitung Oktaviani Ramenusa; Arjuna Askardani Beu
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i2.6623

Abstract

This research was conducted on the Housing Sales of PT Rizky Kurnia Abadi Bitung City. Research title The Influence of Location and Marketing Strategy on Consumer Buying Interest. The purpose of this study is to determine the influence of Location on Consumer Buying Interest, the influence of Marketing Strategy on Consumer Buying Interest, and the effect of Location and Marketing Strategy simultaneously on Consumer Buying Interest. The data in this study are primary and secondary data obtained by the questionnaire. The population in this study is all consumers in PT Rizky Kurnia Abadi Bitung City. The sample in this study amounted to 50 respondents with a simple random sampling technique. The data obtained were processed by validity, reliability, classical assumption test, correlation test, t test, f test, determination coefficient test, and multiple linear regression analysis test. Based on the results of the study, it is stated that in terms of location (X1) affects consumer buying interest. Marketing Strategy (X2) affects Consumer Buying Interest. simultaneously Location and Marketing Strategy have a significant effect on Consumer Buying Interest.
Co-Authors Arjuna Askardani Beu Juliedi Manuel Palenewen Pradipta Mandasari Parasan