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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

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

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

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

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

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

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

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.

Inklusi Keuangan di Wilayah Pesisir: Studi Kasus pada Nelayan dan UMKM Pesisir di Kupang Mushlih, Muhammad Alwan Habibi; Sinurat, Donal Anry Jaya
JUMANJI (JURNAL MANAJEMEN JAMBI) Vol. 8 No. 2 (2025): JUMANJI (JURNAL MANAJEMEN JAMBI)
Publisher : Fakultas Hukum dan Ekonomi Bisnis

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

Penelitian Penelitian ini bertujuan untuk menganalisis inklusi keuangan pada masyarakat pesisir di Kota Kupang dengan menyoroti faktor-faktor yang memengaruhi akses, literasi, serta pemanfaatan layanan keuangan formal. Metode penelitian yang digunakan adalah mixed methods, yaitu kombinasi pendekatan kuantitatif melalui survei terhadap 120 responden dari kalangan nelayan dan pelaku UMKM pesisir, serta pendekatan kualitatif melalui wawancara mendalam dengan responden, tokoh masyarakat, dan perwakilan lembaga keuangan. Analisis kuantitatif dilakukan menggunakan statistik deskriptif untuk mengukur tingkat literasi keuangan, tingkat akses, serta hambatan utama yang dihadapi. Sementara itu, analisis kualitatif dilakukan dengan teknik tematik, yang mengelompokkan narasi informan ke dalam tema hambatan, peluang, kepercayaan, dan budaya. Hasil penelitian menunjukkan bahwa tingkat inklusi keuangan masyarakat pesisir Kupang masih tergolong rendah, ditandai dengan dominasi penggunaan tabungan informal dibandingkan rekening bank formal. Hambatan utama adalah rendahnya literasi keuangan, minimnya akses infrastruktur perbankan, serta tingginya ketidakpercayaan terhadap lembaga keuangan formal. Namun demikian, terdapat peluang penguatan melalui pemanfaatan layanan digital banking dan program inklusi keuangan berbasis komunitas. Penelitian ini menyimpulkan bahwa strategi peningkatan inklusi keuangan di wilayah pesisir perlu mengintegrasikan aspek literasi, teknologi, serta pendekatan budaya lokal agar lebih efektif dan berkelanjutan

Inklusi Keuangan di Wilayah Pesisir: Studi Kasus pada Nelayan dan UMKM Pesisir di Kupang Mushlih, Muhammad Alwan Habibi; Sinurat, Donal Anry Jaya
JUMANJI (JURNAL MANAJEMEN JAMBI) Vol. 8 No. 2 (2025): JUMANJI (JURNAL MANAJEMEN JAMBI)
Publisher : Fakultas Hukum dan Ekonomi Bisnis

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

Penelitian Penelitian ini bertujuan untuk menganalisis inklusi keuangan pada masyarakat pesisir di Kota Kupang dengan menyoroti faktor-faktor yang memengaruhi akses, literasi, serta pemanfaatan layanan keuangan formal. Metode penelitian yang digunakan adalah mixed methods, yaitu kombinasi pendekatan kuantitatif melalui survei terhadap 120 responden dari kalangan nelayan dan pelaku UMKM pesisir, serta pendekatan kualitatif melalui wawancara mendalam dengan responden, tokoh masyarakat, dan perwakilan lembaga keuangan. Analisis kuantitatif dilakukan menggunakan statistik deskriptif untuk mengukur tingkat literasi keuangan, tingkat akses, serta hambatan utama yang dihadapi. Sementara itu, analisis kualitatif dilakukan dengan teknik tematik, yang mengelompokkan narasi informan ke dalam tema hambatan, peluang, kepercayaan, dan budaya. Hasil penelitian menunjukkan bahwa tingkat inklusi keuangan masyarakat pesisir Kupang masih tergolong rendah, ditandai dengan dominasi penggunaan tabungan informal dibandingkan rekening bank formal. Hambatan utama adalah rendahnya literasi keuangan, minimnya akses infrastruktur perbankan, serta tingginya ketidakpercayaan terhadap lembaga keuangan formal. Namun demikian, terdapat peluang penguatan melalui pemanfaatan layanan digital banking dan program inklusi keuangan berbasis komunitas. Penelitian ini menyimpulkan bahwa strategi peningkatan inklusi keuangan di wilayah pesisir perlu mengintegrasikan aspek literasi, teknologi, serta pendekatan budaya lokal agar lebih efektif dan berkelanjutan

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