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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Samadi, Reitty Lilyanny
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KULINER TRADISIONAL (STUDI PADA KONSUMEN GEN Z DI KOTA TOMOHON) Poluan, Jane; Karuntu, Merlyn Mourah; Samadi, Reitty Lilyanny
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 1 (2024): JMBI UNSRAT Volume 11 Nomor 1
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.54288

Abstract

Marketing is a dynamic business activity because it always changes from time to time. In the current industrial era 4.0, marketing is required to adopt digitalization so that digital marketing is one of the strategies that need to be implemented. In digital marketing, there are several strategies used, including content marketing and influencer marketing. These two variables were examined in purchasing decisions for traditional culinary products with respondents being gen Z consumers who are a very tech-conscious generation. The ease of existing technology, with various platforms that feature interesting content and influencers to offer traditional culinary products should be able to increase positive purchases, especially among gen Z consumers. The results found that digital marketing measured through content marketing and influencer marketing variables simultaneously influenced the purchasing decisions of Gen Z to buy traditional culinary in Tomohon City. Partially, it was found that informative, valuable, unique, and smart content marketing has a significant effect on purchasing decisions. Likewise, influencer marketing partially has a significant influence on purchasing decisions, where the influencers in question are influencers who meet the expectations of Gen Z, influencers who are able to help Gen Z decide on purchases, and influencers who are confident in promoting products.
PENGARUH TQM TERHADAP KEUNGGULAN BERSAING YANG DIMEDIASI OLEH RESOURCE BASED VIEW PADA PERUSAHAAN PENGOLAHAN IKAN DI KOTA BITUNG Tielung, Maria Veronika J.; Karuntu, Merlyn Mourah; Samadi, Reitty Lilyanny
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 1 (2024): JMBI UNSRAT Volume 11 Nomor 1
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.54404

Abstract

Abstract. Bitung City has the largest fishing industry in North Sulawesi. Fish processing companies in Bitung City are mostly fish exporting companies that are sent to various countries. This condition presents its own challenges because it allows companies to strive to have a competitive advantage. Implementing TQM (Total Quality Management) for export companies is a must. However, to be able to excel competitively requires unique entities within the company. RBV (Resource Based View) describes a company's ability to provide a competitive advantage in resource management that is difficult for competitors to imitate. The aim of the research is to determine the effect of TQM on Competitive Advantage with RBV as a mediating variable. Based on the test results using SmartPls4.0, the results show that TQM has a significant effect on competitive advantage, TQM also has a significant effect on RBV, RBV has a significant effect on Competitive Advantage and RBV has a significant effect as a variable that mediates the indirect effect between TQM and competitive advantage in fish processing companies in Bitung City   Abstrak.   Kota Bitung memiliki industri perikanan terbesar di Sulawesi Utara. Perusahaan pengolahan ikan di Kota Bitung sebagian besar merupakan perusahaan pengekspor ikan yang dikirim ke berbagai negara. Kondisi ini memberikan tantangan tersendiri karena memungkinkan perusahaan berupaya agar bisa memiliki keunggulan bersaing. Penerapan TQM (Total Quality Management) terhadap perusahaan ekspor menjadi suatu keharusan. Namun untuk bisa unggul bersaing membutuhkan entitas-entitas unik dalam perusahaan. RBV (Resource Based View) menggambarkan kemampuan perusahaan untuk memberikan keunggulan kompetitif atas pengelolaan sumberdaya yang sulit ditiru oleh pesaing. Tujuan penelitian adalah untuk mengetahui pengaruh TQM terhadap Keunggulan Bersaing dengan RBV sebagai variabel mediasi. Berdasarkan hasil uji menggunakan SmartPls4.0 diperoleh hasil bahwa TQM berpengaruh signifikan terhadap keunggulan bersaing, TQM juga berpengaruh signifikan terhadap RBV, RBV berpengaruh sgnifikan terhadap Keunggulan Bersaing dan RBV berpengaruh signifikan sebagai variabel yang memediasi pengaruh tidak langsung antara TQM dan keunggulan bersaing pada perusahaan pengolahan ikan di Kota Bitung.
PENGARUH AKSESIBILITAS DAN PERCEIVED ENJOYMENT TERHADAP KEPUTUSAN PEMBELIAN PADA WISATA KULINER DI JALAN FLAMBOYAN KECAMATAN SARIO, KOTA MANADO Adil, Sundari; Djemly, Woran; Samadi, Reitty Lilyanny
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.57626

Abstract

Tujuan dari penelitian ini untuk mengetahui pengaruh Aksesibilitas dan Perceived Enjoyment terhadap Keputusan Pembelian pada Wisata Kuliner di Jalan Flamboyan, Kecamatan Sario, Kota Manado. Penelitian ini menggunakan pendekatan kuantitatif asosiatif. Metode Penentuan sampel menggunakan accidental sampling dengan menggunakan rumus slovin. Teknik pengumpulan data dengan cara membagikan kuesioner kepada 98 responden yang menjadi sampel penelitian dan diukur menggunakan skala likert. Model pengelolaaan data yang digunakan untuk menganalisis data adalah regresi linear berganda dari software SPSS versi 29. Hasil uji F menunjukkan F hitung sebesar 75.824 > 2,70 dan tingkat signifikan yang diperoleh adalah 0,01 < 0,05. Ini menunjukkan bahwa aksesibilitas dan perceived enjoyment secara stimultan dan signifikan terhadap keputusan pembelian pada wisata kuliner di Jalan Flamboyan. Kecamatan Sario, Kota Manado. H0 ditolak dan Ha diterima. Kata Kunci: Aksesibilitas, Perceived Enjoyment, Keputusan Pembelian
Co-Authors Adil, Sundari Djemly, Woran Merlyn Karuntu Tielung, Maria Veronika J.