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All Journal Jurnal Mirai Management Jurnal EMT KITA JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) YUME : Journal of Management Jurnal Suluh Pendidikan Economics and Digital Business Review Jurnal Manajemen dan Organisasi Review (MANOR) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Fokus Manajemen ProBisnis : Jurnal Manajemen Balance : Jurnal Akuntansi dan Manajemen Jurnal Pengabdian Masyarakat Bhinneka Golden Ratio of Data in Summary Economics and Business Journal Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Multidisiplin Sahombu Journal of Management, Economic, and Accounting The Manager Reveiew Journal of International Multidisciplinary Research Tuhenori: Jurnal Ilmiah Multidisiplin Jurnal Manajemen, Ekonomi dan Akuntansi Jurnal Ekonomi, Manajemen, Akuntansi
Laia, Otanius
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Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Pengelolaan Sumber Daya Manusia di Era Digital pada Pelaku UMKM di Kota Gunungsitoli Hulu, Kemurnian; Lase, Jerlin Indrawati; Zai, Meilan Kristina; Hulu, Jelita; Waruwu, Julfan Yasiduhu; Laia, Otanius
Jurnal Pengabdian Masyarakat Bhinneka Vol. 3 No. 4 (2025): Bulan Juli
Publisher : Bhinneka Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58266/jpmb.v3i4.322

Abstract

Pengelolaan sumber daya manusia (SDM) merupakan aspek penting dalam pengembangan Usaha Mikro, Kecil, dan Menengah (UMKM), terutama di tengah transformasi digital yang pesat. Penulisan ini bertujuan untuk mendeskripsikan kondisi pengelolaan SDM pelaku UMKM di Kota Gunungsitoli dalam era digital, serta mengidentifikasi hambatan dan strategi adaptasi yang dilakukan. Kegiatan dilakukan melalui program Pengabdian Kepada Masyarakat (PKM) oleh mahasiswa Universitas Nias. Program pengabdian ini mencakup pelatihan dalam pemanfaatan aplikasi digital untuk pengelolaan SDM, pencatatan keuangan, dan perekrutan berbasis platform online. Kegiatan ini juga bertujuan meningkatkan literasi digital serta keterampilan dasar teknologi bagi pelaku UMKM agar dapat menyesuaikan diri dengan tuntutan pasar modern. Melalui pelatihan ini, peserta diharapkan mampu mengoptimalkan manajemen usahanya dan memperluas akses terhadap pasar serta layanan keuangan. Kegiatan ini diharapkan menjadi landasan bagi penguatan ekosistem SDM digital melalui pelatihan berkelanjutan dan kolaborasi lintas sektor.
The Influence Of Price And Distribution Channels On Purchasing Decisions For Surya Coklat 16 Cigarettes At Cv. Pasifik Ganisigaret, Gunungsitoli City Laoli, Yenoria Suwarni; Zalukhu, Yuterlin; Bate'e, Maria Magdalena; Laia, Otanius
Journal of Management, Economic, and Accounting Vol. 4 No. 2 (2025): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i2.910

Abstract

This research is motivated by the widespread circulation of illegal cigarettes in local markets and distribution challenges in remote areas, which have led to declining sales of legal products such as Surya Coklat 16 cigarettes. The objective of this study is to analyze the influence of price and distribution channels on the purchasing decision of Surya Coklat 16 cigarettes at CV. Pasifik Ganisigaret in Gunungsitoli City. This research employs a quantitative approach with an associative method. Data were collected through questionnaires distributed to 35 respondents, using a Likert scale as the measurement tool. Data analysis involved validity and reliability tests, multiple linear regression, t-tests, and F-tests using SPSS version 25. The results showed that all items were valid and reliable. The multiple correlation coefficient of 0.887 indicates a very strong relationship between price and distribution channels with purchasing decisions. The obtained regression equation is Y = 14.528 + 0.476X₁ + 0.195X₂, with a coefficient of determination (R²) of 0.786, indicating that 78.6% of the variation in purchasing decisions is explained by the two independent variables. Partially, price has a significant and more dominant influence than distribution channels. Simultaneously, both variables significantly influence purchasing decisions. These findings are expected to serve as a useful reference for the company in developing more competitive and adaptive marketing strategies amidst the rise of illegal cigarette products.
Marketing Strategy Analysis To Increase Virgin Coconut Oil (VCO) Sales At UD. Delaria Gea, Melianus; Zebua, Serniati; Harefa, Idarni; Laia, Otanius
Jurnal Fokus Manajemen Vol 5 No 3 (2025): Agustus
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v5i3.9401

Abstract

This research aims to analyze the marketing strategies implemented by UD. Delaria in marketing Virgin Coconut Oil (VCO) products, evaluating internal and external factors that affect the effectiveness of the strategy, and formulating strategic recommendations to increase sales. The research method used is qualitative with data collection through interviews, observations, and document analysis. The research method used is qualitative with data collection through interviews, observations, and document analysis. The results of the study show that UD. Delaria combines direct selling strategies with digital marketing (internet marketing) to reach a wide range of consumers and retain existing customers. The most influential internal factor is the superior quality of VCO products, while external factors include consumer behavior that is increasingly concerned about health but price sensitive, as well as fierce market competition. The proposed strategies include strengthening targeted digital marketing, consumer education on the benefits of VCO, creative promotion, packaging innovation, and product variant development. This approach is expected to be able to expand market reach, increase brand awareness, build consumer loyalty, and maintain sales stability in a sustainable manner.
Pengaruh Strategi Pemasaran Digital terhadap Minat Beli Produk di PLKT BNKP Gunungsitoli Telaumbanua, Yukarni; mendrofa, Yupiter; Telaumbanua, Aferiaman; Laia, Otanius
The Manager Review Vol. 7 No. 2 (2025)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the influence of digital marketing strategies on consumer buying interest in PLKT BNKP Gunungsitoli. The background of this research lies in the increasing role of digital technology in business, particularly in marketing products through digital platforms such as social media. PLKT BNKP, as one of the church-owned business units in Gunungsitoli, has utilized social media—especially Facebook—for marketing activities. However, there are challenges in the effective implementation of digital strategies, which may affect consumer buying interest. This research uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to 60 respondents who are consumers of PLKT BNKP Gunungsitoli. Data analysis was conducted using simple linear regression and hypothesis testing with SPSS software. The results 17,3% indicate that digital marketing strategies significantly influence consumer buying interest. This is supported by the t-test results and the coefficient of determination, which show that a significant portion of the buying interest variable can be explained by the implemented digital marketing strategies. Therefore, PLKT BNKP Gunungsitoli is advised to continue developing and optimizing its digital marketing strategies to enhance consumer interest in its products.
The Influence of Customer Satisfaction on Consumer Purchasing Decisions on Catering Products at CV. Wery Group Gunungsitoli City Zendrato, Lois Ihcasia; Laia, Otanius; Harefa, Idarni; Buulolo, Nanny Artatina
Jurnal Multidisiplin Sahombu Vol. 5 No. 06 (2025): Jurnal Multidisiplin Sahombu, September - October (2025)
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the influence of customer satisfaction on consumer purchasing decisions for catering products at CV. Wery Group Gunungsitoli City. The research method used is a quantitative approach with statistical analysis to measure the relationship between customer satisfaction (X) and purchasing decisions (Y). Based on the determination test results, the Adjusted R Square value was found to be 0.672. This indicates that the customer satisfaction variable (X) explains 67.2% of the purchasing decision variable (Y) after adjusting for the sample size and independent variables used. Meanwhile, the remaining 32.8% is influenced by other factors not included in this study. The findings of this study suggest that the higher the level of customer satisfaction, the greater the likelihood of repeat purchases of catering products from CV. Wery Group. Therefore, the company must continuously improve service quality and product standards to maintain and enhance consumer purchasing decisions.
Analysis of Consumer Behavior in Choosing the ZPay Application as a Digital Transaction Service (Case Study at PT. ZPay Komunika Indonesia Gunungsitoli) Zendrato, Hasrat Damai Aprilliaman; Mendrofa, Yupiter; Harefa, Idarni; Laia, Otanius
ProBisnis : Jurnal Manajemen Vol. 16 No. 5 (2025): October: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Amidst increasing competition in the digital payment market, ZPay, operated by PT. ZPay Komunika Indonesia in Gunungsitoli, faces challenges in maintaining user preference. This study aims to analyze consumer behavior in choosing ZPay as a digital transaction service, focusing on factors influencing decision-making and the stages of the decision process. Using a qualitative case study approach, data were collected through observations, in-depth interviews, and documentation involving active ZPay users, the company owner, employees, and customers. Findings reveal that cultural, social, personal, and psychological factors significantly influence consumer choice. Key considerations include ease of use, transaction security, social influence, and positive prior experiences. The decision-making process comprises need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. This research provides practical insights for ZPay in developing consumer-focused marketing strategies and contributes to academic literature on digital consumer behavior. The study emphasizes the importance of aligning services with consumer expectations to enhance satisfaction, loyalty, and competitiveness in the rapidly evolving digital economy.
Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Sepeda Motor Honda Pada PT. Kencana Mulia Abadi Gunungsitoli Hulu, Denesti; Mendrofa, Yupiter; Harefa, Idarni; Laia, Otanius
Balance : Jurnal Akuntansi dan Manajemen Vol. 4 No. 2 (2025): Agustus 2025
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v4i2.1003

Abstract

Pada era digital, influencer marketing menjadi strategi promosi populer karena mampu membangun kepercayaan dan memengaruhi keputusan pembelian, khususnya di kalangan generasi muda. PT Kencana Mulia Abadi Gunungsitoli memanfaatkannya untuk meningkatkan penjualan sepeda motor Honda melalui penelitian kuantitatif terhadap 100 responden dengan analisis SPSS. Hasil penelitian menunjukkan bahwa kredibilitas dan keterlibatan influencer berpengaruh positif terhadap keputusan pembelian, meski kontribusinya hanya 16% dari seluruh faktor yang memengaruhi. Temuan ini sejalan dengan penelitian lain yang menegaskan peran kepercayaan dan profesionalisme influencer, namun faktor harga, kualitas produk, dan strategi pemasaran lain tetap dominan. Dengan demikian, influencer marketing efektif digunakan, tetapi perlu dipadukan dengan strategi pemasaran lain untuk hasil optimal.   In the digital era, influencer marketing has become a popular promotional strategy due to its ability to build trust and influence purchase decisions, especially among younger consumers. PT Kencana Mulia Abadi Gunungsitoli applied this approach to boost Honda motorcycle sales, conducting a quantitative st5dy of 100 respondents using SPSS analysis. The results show that influencer credibility and engagement positively affect purchase decisions, though their contribution accounts for only 16% of influencing factors. This finding aligns with prior studies highlighting the importance of trust and professionalism, while price, product quality, and other marketing efforts remain key determinants. Thus, influencer marketing is effective but should be combined with other strategies for optimal results  
Pengaruh Faktor Kepercayaan Konsumen Terhadap Keputusan Pembelian Produk Pada Pengguna Aplikasi Shopee (Studi Kasus Mahasiswa Fakultas Ekonomi Universitas Nias) Zandroto, Candirniawan; Gea, Nov Elhan; Laia, Otanius; Zebua, Emanuel
Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik dan Hummaniora Vol 8, No 2 (2024): Mei 2024
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jim.v8i2.2024.754-759

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Faktor Kepercayaan Konsumen Terhadap Keputusan Pembelian Produk Pada Pengguna Aplikasi Shoppee Pada Mahasiswa Fakultas Ekonomi Universitas Nias, Penelitian ini menggunakan 2 Variabel yaitu Kepercayaan Konsumen (X) dan Keputusan pembelian (Y) dengan Sumber data yaitu data Primer dengan teknik pengumpulan data melalui Kuesioner dengan ukuran Sampel 81 Responden.  Jenis Penelitian yang digunakan dalam penelitian ini adalah Penelitian Kuantitatif, dari hasil penelitian maka disimpulkan bahwa hasil Uji T nilai sig 0,05 maka diperoleh nilai Sig. sebesar  0,000. Sehingga dengan nilai ini dapat dikatakan variabel Kepercayaan Konsumen (X) berpengaruh signifikan terhadap variabel Keputusan Pembelian Produk (Y) atau nilai Sig.0,000 0,05 maka Ho ditolak, Ha diterima. Maka variabel X memiliki (ada) pengaruh terhadap variabel Y.
Pengaruh Rekomendasi dan Kualitas Produk Terhadap Keputusan Pembelian di CV. Bintang Keramik Gunungsitoli Lase, Mei Herpiana; Zalukhu, Yuterlin; Zebua, Serniati; Laia, Otanius
ProBisnis : Jurnal Manajemen Vol. 16 No. 5 (2025): October: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh rekomendasi dan kualitas produk terhadap keputusan pembelian konsumen di CV. Bintang Keramik Gunungsitoli. Dalam kondisi persaingan bisnis yang semakin kompetitif, Perusahaan di tuntut untuk memahami perilaku konsumen dalam mengambil keputusan pembelian. Rekomendasi yang diberikan oleh orang terdekat maupun karyawan perusahaan, serta kualitas produk yang mencakup aspek keandalan, daya tahan, dan kesesuaian terhadap spesifikasi, diyakini memiliki peran penting dalam mendorong konsumen dalam memilih produk. Penelitian ini menggunakan metode kuantitatif dengan populasi penelitan adalah konsumen yang telah melakukan pembeliann di CV. Bintang Keramik Gunungsitoli. Metode pengumpulan data yaitu melalui penyebaran kuesioner kepada 49 orang konsumen sebagai sampel. Data di analisis dengan menggunakan bantuan aplikasi IBM SPSS Stastitics versi 25 dengan teknik analisi regresi linear berganda. Hasil penelitian ini menunjukkan bahwa rekomendasi dan kualitas produk berpengaruh secara parsial dan simulta terhadap keputusan pembelian. Nilai Koefisien Determinan (R-Square) sebesar 0,681 menunjukkan besar pengaruh rekomendasi dan kualitas produk terhadap keputusan pembelian yaitu sebesar 68,1% dan selebihnya yaitu sebesar 31,9% dipengaruhi oleh faktor lain yang tidak termasuk dalam variabel penelitian ini.
The Effect of Promotion and Price on Consumer Purchase Decisions Laoli, Nobertus Notaris; Laia, Otanius; Zalukhu, Yuterlin; Kakisina, Sophia M.
Golden Ratio of Data in Summary Vol. 4 No. 2 (2024): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v4i2.640

Abstract

This research aims to analyze the influence of promotion and price on consumer purchase decisions at PT. Arken Ehowu Putra Motor Kota Gunungsitoli. The main objectives of this study are to determine whether there is a significant influence of promotion on purchase decisions, the influence of price on purchase decisions, and the simultaneous influence of promotion and price on consumer purchase decisions. Based on the coefficient of determination test results, an R-Square value of 0.495 or 49.5% indicates that the promotion variable (X1) has a strong influence on consumer purchase decisions (Y). Additionally, the Adjusted R-Square value of 0.506 shows that the promotion and price variables (X2) collectively influence consumer purchase decisions by 50.6%. The F-test results, with a significance value of 0.000 < 0.05 and an F-value of 13.853 > 3.67, indicate that H3 is accepted, meaning there is a significant influence of variables promotion and price on consumer purchase.
Co-Authors Ayler Beniah Ndraha Bate'e, Maria Magdalena Bate'e, Setiaman Bate’e, Maria Magdalena Bu'ulolo, Nanny Artatina Buulolo, Nanny Artatina Bu’ulolo, Nanny Artatina Cardinal Pranatal Mendrofa ELIYUNUS WARUWU Erwin Jaya Waruwu , Hervis Fredika Ade Pratama Agustiawan Gea, Jeliswan Berkat Iman Jaya Gea, Melianus Gea, Nopasti Gea, Nov Elhan Gulo, Eferlin Gulo, Heniwati Gulo, Mart Hayanti Halawa, Fanotona Halawa, Forman Harefa, Idarni Harefa, Listi Nurmei Delima Harefa, Peringatan Harefa, Ronand Sona Sowa’a Harefa, Suarneli Hulu, Denesti Hulu, Feniati Hulu, Jelita Hulu, Kemurnian Kakisina, Sophia M. Lahagu, Alfonsus Indra Baru Laia, Almed Jaya Laoli, Meri Eka Lestari Laoli, Nobertus Notaris Laoli, Yenoria Suwarni Lase, Delipiter Lase, Heseziduhu Lase, Jerlin Indrawati Lase, Kasiani Lase, Mei Herpiana Lase, Petrus Lase, Ratna sari Melkisedek Setowardana Laia, Dimas Mendrofa, Martha Surya Dinata Mendrofa, Sepriani Mendrofa, Syah Abadi Mendrofa, Yupiter Ndruru, Dedisius Ndruru, Yance Erni Kasih Serniati Zebua Tafonao, Sinta Ardiyanti Putri Telaumbanua, Abdinius Telaumbanua, Aferiaman Telaumbanua, Daniel Anugrah Prima Telaumbanua, Yukarni Waruwu, Jhon Ervin Waruwu, Julfan Yasiduhu Waruwu, Meiman H. Waruwu Waruwu, Robin Markus Putra Waruwu, Suka'aro Waruwu, Suka’aro Zai, Meilan Kristina Zai, Yerniat Zalukhu , Yuterlin Zalukhu, Yuterlin Zandroto, Candirniawan Zebua, Emanuel Zebua, Mei Selvia Zebua, Meta Harmonis Zebua, Virginia Chrismonita Zendrato, Hasrat Damai Aprilliaman Zendrato, Lois Ihcasia