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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Business Innovation and Entrepreneurship Journal Indo-Fintech Intellectuals: Journal of Economics and Business Management Studies and Business Journal Edusight International Journal of Multidisciplinary Studies (EIJOMS)
Sinurat, Donal Anry Jaya
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Influence Perceived Attractiveness, Perceived Value to Revisit Intention with Satisfaction as A Mediation Variable in The Green House Lezatta Koto Hilalang Kabupaten Agam Sinurat, Donal Anry Jaya
Edusight International Journal of Multidisciplinary Studies Vol. 1 No. 4 (2024): Edusight International Journal of Multidisciplinary Studies
Publisher : Yayasan Meira Visi Persada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69726/eijoms.v1i4.67

Abstract

Currently the tourism sector is capable of becoming the fastest growing industry supported by the development of telecommunications and information technology globally. The high interest of people visiting various tourist attractions, especially in Agam Regency, can bring benefits and advantages to the surrounding community. The purpose of this study was to analyze the effect of perceived attractiveness (PA), perceived value (PV) on revisit intention (R) with satisfaction (S) as a mediating variable at the Green House Lezatta tourist attraction in Koto Hilalang, Agam Regency. This study was conducted in 2018 using a questionnaire and the sample introduction technique was convenience sampling. The population and sample in this study were 150 tourist respondents who had visited the Green House Lezatta tourist attraction. Data analysis with descriptive statistics and data processing using SEM (Structural Equation Modeling) with the Smart PLS version 2.0 program. The results of the study found that the influence of PA on S. PV on S and Ri. S to Ri, PV to Ri through S found positive and significant results, while PA to Si and PA to Ri through S had a negative and insignificant effect. The implication of this study is that tourism object managers must pay attention to visitor safety accommodation, offer a variety of cuisines, provide more attractive spots so that tourists want to return to the Green House Lezatta tourist attraction in the future.
INKLUSI KEUANGAN DAN LITERASI KEUANGAN DI DAERAH TERTINGGAL: Indonesia Mushlih, Muhammad Alwan Habibi; Sinurat, Donal Anry Jaya
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 3 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i3.3558

Abstract

Penelitian ini bertujuan untuk mengkaji kondisi literasi dan inklusi keuangan di dua kabupaten tertinggal di Provinsi Nusa Tenggara Timur, yaitu Belu dan Sumba Timur. Menggunakan pendekatan mixed methods, penelitian ini menggabungkan data kuantitatif dari 300 responden dengan data kualitatif dari wawancara mendalam terhadap 20 informan kunci. Hasil penelitian menunjukkan bahwa meskipun akses terhadap layanan keuangan formal mulai tersedia, tingkat literasi keuangan masyarakat masih tergolong rendah, yang berdampak pada minimnya pemanfaatan layanan keuangan secara bijak. Korelasi positif ditemukan antara tingkat literasi dan kepemilikan rekening bank (r = 0,62), yang mengindikasikan pentingnya edukasi keuangan berbasis lokal dan partisipatif. Hambatan utama yang diidentifikasi meliputi jarak geografis, keterbatasan infrastruktur digital, serta rendahnya kepercayaan terhadap lembaga keuangan formal. Penelitian ini merekomendasikan strategi yang terintegrasi mencakup edukasi kontekstual, penguatan infrastruktur, dan kolaborasi multipihak untuk mendorong literasi dan inklusi keuangan yang berkelanjutan
Marketing Strategy Analysis to Boost Tourism Visits in NTT Sihombing, Midian Immanuel; Sinurat, Donal Anry Jaya
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 7 No 2 (2025): Business Innovation and Entrepreneurship Journal (May)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i1.935

Abstract

Tourism is a strategic sector that significantly contributes to economic growth, including in East Nusa Tenggara (NTT) Province, which possesses rich natural and cultural attractions. However, fluctuations in tourist visits indicate the need to evaluate the effectiveness of current marketing strategies. This study aims to analyze tourism marketing strategies in NTT using a SWOT analysis approach and the marketing mix (7Ps), which includes product, price, place, promotion, people, process, and physical evidence. The research method employed is descriptive qualitative, using secondary data from BPS and the Ministry of Tourism and Creative Economy. The SWOT analysis results in SO, WO, ST, and WT strategies that focus on digital promotion, human resource development, sustainable tourism, and integrated planning. This study provides practical strategy recommendations to increase tourist visits and support the inclusive and sustainable growth of the tourism sector in NTT.
MICRO INFLUENCERS AND AUTHENTICITY: THE NEW FACE OF TRUST IN SOCIAL MEDIA MARKETING Sinurat, Donal Anry Jaya; Sihombing, Midian Immanuel; Aprilio, Hardo; Bon, Sergius Fribontius; Agus Oniel Galaska; Sinurat, Jolio Toga Estrada
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 5 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/07kkbb32

Abstract

The rise of micro-influencers has reshaped the dynamics of social media marketing by shifting the emphasis from celebrity endorsements to authenticity-based consumer engagement. Micro-influencers, typically those with a moderate follower base, are known for fostering closer, more relatable, and interactive relationships with their audiences compared to macro-influencers. This study explores the influence of perceived authenticity, content relevance, and engagement frequency on consumer trust in micro-influencers, particularly on platforms such as Instagram and TikTok. Employing a quantitative descriptive approach, the research gathered insights from young Indonesian social media users who actively follow micro-influencers. The analysis reveals that authenticity plays a central role in trust formation, while content relevance and interaction frequency serve as supporting elements that strengthen consumer perception and engagement. These findings align with the commitment–trust theory and parasocial interaction framework, highlighting that consistent, emotionally engaging, and culturally relevant content is essential in cultivating trust in the digital space. The study contributes to the theoretical discourse on influencer marketing and trust, while offering actionable implications for brands and marketers aiming to build meaningful and loyal consumer relationships. It suggests that in an era marked by increasing commercial saturation and consumer skepticism, authenticity is not merely a strategic advantage, it is a foundational necessity for long-term brand success in social media ecosystems.
AN ANALYSIS OF MARKETING COMMUNICATION STRATEGIES IN BUILDING BRAND AWARENESS AT LA MORINGA KUPANG: English Sinurat, Donal Anry Jaya
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 3 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i3.3535

Abstract

This study examines the marketing communication strategies employed by La Moringa Kupang, a local herbal brand in Indonesia, in its efforts to build brand awareness. The research adopts a qualitative approach using in-depth interviews, documentation analysis, and field observations. Findings reveal that La Moringa combines digital platforms particularly Instagram and WhatsApp with offline methods such as community engagement and word-of-mouth to communicate its brand values. The integration of educational content, local cultural narratives, and health-based messaging has significantly contributed to increased brand visibility and consumer trust. However, challenges such as limited digital reach and operational capacity hinder sustained brand performance. This study underscores the importance of aligning marketing communication with cultural context, audience behavior, and operational readiness. The results contribute to the growing literature on branding and local product marketing in emerging markets and suggest practical strategies for small businesses seeking to build brand equity through integrated communication. Keywords: brand awareness, marketing communication, digital strategy, La Moringa, local branding
Transformasi kelompok tani perempuan menuju kemandirian ekonomi melalui pemasaran hasil tani Sinurat, Donal Anry Jaya; Dhae, Yosefina K.I.D.D; Fa’ah, Yuri S. Fa’ah; Timuneno, Tarsisius; Maak, Clarce S.
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 5 (2025): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i5.33572

Abstract

AbstrakPemasaran hasil pertanian merupakan tantangan utama bagi kelompok tani skala kecil, terutama yang dikelola oleh perempuan di wilayah perkotaan dengan sumber daya terbatas. Kelompok tani perempuan "Iye Ape Satu Hati" di Kelurahan Lasiana, Kota Kupang, menghadapi permasalahan rendahnya keterampilan pemasaran, minimnya akses pasar, serta dominasi pola konsumtif dalam pengelolaan hasil tani. Program Kemitraan Masyarakat (PKM) ini bertujuan untuk memberdayakan kelompok tani melalui peningkatan kapasitas pemasaran berbasis pelatihan dan pendampingan. Metode pelaksanaan mencakup identifikasi kebutuhan peserta, pelatihan pemasaran sederhana (harga jual, pengemasan, dan promosi digital), praktik langsung, serta pendampingan intensif selama tiga bulan. Hasil kegiatan menunjukkan peningkatan pengetahuan dan keterampilan pemasaran, transformasi pola usaha dari konsumtif menjadi produktif, pemanfaatan media sosial untuk promosi, serta peningkatan pendapatan rumah tangga. Dengan demikian, program ini berkontribusi pada penguatan kemandirian ekonomi perempuan dan pembangunan ekonomi lokal berbasis komunitas. Kata kunci: pemberdayaan perempuan; kelompok tani; pemasaran hasil pertanian; pendampingan; ekonomi local. AbstractMarketing agricultural products is a major challenge for small-scale farmer groups, especially those managed by women in urban areas with limited resources. The women's farmer group "Iye Ape Satu Hati" in Lasiana Village, Kupang City, faces problems such as low marketing skills, limited market access, and a predominantly consumptive pattern in managing farm products. This Community Partnership Program (PKM) aims to empower the group by strengthening their marketing capacity through training and mentoring. The implementation methods included needs assessment, training on basic marketing (pricing, packaging, and digital promotion), hands-on practice, and three months of intensive mentoring. The results show increased marketing knowledge and skills, transformation from consumptive to productive practices, the use of social media for promotion, and higher household income. Thus, this program contributes to strengthening women's economic independence and supporting community-based local economic development. Keywords: women empowerment; farmer groups; agricultural marketing; mentoring; local economy.
Membangun kemandirian wirausaha difabel di Kota Kupang pada era revolusi investasi 5.0 dan era digital Aprilio, Hardo; Arthana, I Komang; Sinurat, Donal Anry Jaya; Bon, Sergius Fribontius; Wiguna, I Nyoman Arya
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 5 (2025): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i5.33577

Abstract

AbstrakPerkembangan teknologi digital telah membuka peluang besar bagi partisipasi kelompok disabilitas dalam aktivitas ekonomi, khususnya penyandang disabilitas sensorik. Namun, keterbatasan akses terhadap informasi, pelatihan kewirausahaan, dan literasi keuangan menjadi tantangan utama dalam mewujudkan kemandirian ekonomi bagi kelompok ini. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberdayakan penyandang disabilitas sensorik melalui pelatihan literasi keuangan dan kewirausahaan berbasis teknologi digital di Kota Kupang. Metode kegiatan menggunakan pendekatan partisipatif dalam bentuk seminar, pelatihan interaktif, dan pendampingan. Kegiatan dilaksanakan di Gedung KOPDIT Solidaritas Kupang dan diikuti oleh lebih dari 100 peserta difabel sensorik. Materi utama disampaikan oleh OJK Provinsi NTT dan PT Bursa Efek Indonesia Wilayah NTT, mencakup pengelolaan keuangan pribadi, perlindungan konsumen, investasi legal, serta potensi kewirausahaan digital. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap lembaga jasa keuangan, kewaspadaan terhadap keuangan ilegal, dan munculnya minat untuk memulai usaha secara mandiri. Kegiatan ini juga memperkuat rasa percaya diri dan keterlibatan sosial peserta dalam pembangunan ekonomi inklusif. Diperlukan keberlanjutan program dalam bentuk pelatihan lanjutan dan akses pembiayaan yang inklusif agar dampak pemberdayaan lebih optimal. Kata kunci: disabilitas; literasi keuangan; kewirausahaan digital; pemberdayaan; inklusi ekonomi.  AbstractThe advancement of digital technology has opened up significant opportunities for persons with disabilities, particularly those with sensory impairments, to participate in economic activities. However, limited access to information, entrepreneurial training, and financial literacy remains a major challenge in achieving economic independence for this group. This community service activity aimed to empower individuals with sensory disabilities through financial literacy training and digital-based entrepreneurship in Kupang City. The method used a participatory approach in the form of seminars, interactive training sessions, and mentoring. The activity was held at the KOPDIT Solidaritas building and involved more than 100 participants with sensory disabilities. Key materials were delivered by representatives from the Financial Services Authority (OJK) of East Nusa Tenggara Province and the Indonesia Stock Exchange (IDX) Regional Office, covering topics such as personal financial management, consumer protection, legal investment options, and digital entrepreneurship opportunities. The results showed increased participants' understanding of financial institutions, improved awareness of illegal financial practices, and a growing interest in starting their own businesses. The activity also fostered participants' self-confidence and social inclusion in inclusive economic development. Continuation of the program in the form of advanced training and inclusive access to financing is needed to optimize the impact of empowerment. Keywords: disability; financial literacy; digital entrepreneurship; empowerment; economic inclusion. 
LITERASI KEUANGAN DAN STRATEGI PEMASARAN UMKM DALAM MENDORONG PERTUMBUHAN EKONOMI LOKAL DI KOTA KUPANG Mushlih, Muhammad Alwan Habibi; Sinurat, Donal Anry Jaya
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 4 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i4.4317

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan dan strategi pemasaran terhadap pertumbuhan ekonomi lokal melalui peran Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Kupang, Provinsi Nusa Tenggara Timur. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 390 pelaku UMKM yang dipilih melalui teknik proportional random sampling. Instrumen penelitian berupa kuesioner skala Likert lima poin yang diuji validitas dan reliabilitasnya. Data dianalisis dengan statistik deskriptif, uji asumsi klasik, serta regresi berganda. Hasil penelitian menunjukkan bahwa literasi keuangan berpengaruh positif signifikan terhadap pertumbuhan ekonomi lokal (β = 0,327; sig. 0,000), demikian pula strategi pemasaran (β = 0,294; sig. 0,000). Nilai koefisien determinasi (R²) sebesar 0,482 mengindikasikan bahwa kedua variabel mampu menjelaskan 48,2% variasi pertumbuhan ekonomi lokal. Temuan ini menegaskan bahwa literasi keuangan yang baik mendukung pengelolaan usaha yang sehat dan alokasi anggaran pemasaran yang efektif, sedangkan strategi pemasaran yang tepat berkontribusi pada peningkatan penjualan serta perluasan pasar. Penelitian ini menyimpulkan bahwa sinergi literasi keuangan dan strategi pemasaran merupakan kunci bagi UMKM di Kota Kupang untuk meningkatkan daya saing sekaligus mendorong pertumbuhan ekonomi daerah.
Co-Authors Agus Oniel Galaska Aprilio, Hardo Arthana, I Komang Bon, Sergius Fribontius Dhae, Yosefina K.I.D.D Fa’ah, Yuri S. Fa’ah I Nyoman Arya Wiguna Maak, Clarce S. Mushlih, Muhammad Alwan Habibi Sihombing, Midian Immanuel Sinurat, Jolio Toga Estrada Timuneno, Tarsisius