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All Journal Community Engagement and Emergence Journal (CEEJ) Jurnal Ekonomi
Huwae, Victor E.
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Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

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Digital Sebagai Sarana Promosi Usaha Mikro Pada Pelaku Usaha di Desa Uraur Pattiruhu, Josef R.; Risambessy, Agusthina; Huwae, Victor E.; Sialia, Steven
Community Engagement and Emergence Journal (CEEJ) Vol. 5 No. 3 (2024): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v5i3.6618

Abstract

Uraur Village is the entrance to Honitetu. Indigenous Peoples who live in Uraur Village have the same freedom as other Honitetu Indigenous Peoples to access their customary forests and take their food needs from there. At the traditional community level, the important role of women in traditional institutions or what is commonly referred to as Saniri can be seen. Most of the people in Uraur village work as farmers and laborers. Uraur village has very fertile and attractive natural potential which can provide opportunities for each individual to be able to do business, but in reality the community, people far prefer to become civil servants rather than being business actors, even if there are business actors, it is not small compared to the number of people in the community. The method used in this activity is counseling or lecture which aims to provide an understanding of digital technology as a means of promoting the results of creative efforts by business actors. The result of this activity is the absorption of knowledge and the formation of a complete understanding by business actors through the material presented so that partners can change their mindset and shift traditional marketing methods to digital marketing methods so that businesses by micro business actors survive so that business actors are able to contribute to the creative economy.
The Influence of Cafe Atmosphere and Word of Mouth on Purchasing Decisions: The Role of Brand Image as a Mediating Variable Benamen , Masna; Asnawi, Aisah; Huwae, Victor E.
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

This research aims to analyze the influence of cafe atmosphere and word of mouth on visiting decisions mediated by brand image. This research is quantitative descriptive research. The population in this study were Gospel Cafe visitors. The sample in this study was 190 respondents. By using a questionnaire, sampling for this research aims a non-probability sampling technique with a purposive sampling method. The data analysis method used is SEM PLS to test the formative and reflective models between indicators. Based on the results of data tests that have been carried out, it shows that the cafe atmosphere variable (X1) has a positive and significant influence on the brand image (Y) as a mediating variable and purchasing decision variable (Z). , word of mouth (X2) has a positive and significant influence on brand image (Y) as well as a mediating variable and purchasing decision variable (Z). The research results also show that word of mouth has a very high influence on brand image and visiting decisions. This shows that the decision to visit a cafe and the image formed are still dominated by offline promotional factors or references from other people who have visited before.
Co-Authors Agusthina Risambessy Asnawi, Aisah Benamen , Masna Pattiruhu, Josef R. Sialia, Steven