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Efektivitas Strategi Promosi dalam Live Shopping terhadap Tingkat Penjualan di E-Commerce Souisa, Wendy; Mahmuddin, Mahmuddin; Tutupoho, Fauzia; Gomies, Stevanus Johan; Ferdinandus, Leonora
Jurnal Ekonomi dan Kewirausahaan West Science Vol 3 No 01 (2025): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v3i01.1918

Penelitian ini menguji efektivitas strategi promosi dalam live shopping terhadap tingkat penjualan di sektor e-commerce Indonesia. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 110 responden melalui kuesioner terstruktur yang menggunakan skala Likert (1-5). Data dianalisis dengan menggunakan Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). Temuan ini mengungkapkan bahwa strategi promosi, termasuk diskon dan hadiah terbatas waktu, secara signifikan meningkatkan keterlibatan konsumen. Selain itu, keterlibatan konsumen bertindak sebagai mediator, yang secara positif mempengaruhi niat pembelian dan kinerja penjualan. Studi ini menekankan peran strategis promosi interaktif dalam menumbuhkan loyalitas pelanggan dan meningkatkan penjualan di pasar e-commerce yang kompetitif. Wawasan diberikan untuk membantu bisnis merancang kampanye promosi yang efektif yang mendorong keterlibatan konsumen dan meningkatkan hasil keuangan.

The Role of Emotional Intelligence, Sales Strategies, Customer Trust, and Service Differences in Increasing Repurchase Intentions in Online Entrepreneurship in Indonesia Souisa, Wendy; Lussy, Kalsum; Tetelepta, Maria Marlyn; Tutupoho, Fauzia
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.684

This study investigates the influence of emotional intelligence, sales strategies, customer trust, and service differences on repurchase intentions in the context of online entrepreneurship in Indonesia. With a quantitative approach, data were collected from 250 online consumers using a Likert scale (1–5) and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). The results reveal that emotional intelligence and sales strategies significantly affect repurchase intentions both directly and indirectly through customer trust. Furthermore, service differences also show a strong direct relationship with repurchase intentions. Customer trust emerges as a vital mediating variable that enhances the impact of emotional and strategic efforts on customer loyalty. These findings highlight the importance of combining interpersonal competencies, marketing strategies, and value-added services to sustain customer retention in the Indonesian digital marketplace. The study offers practical insights for online entrepreneurs aiming to build long-term customer relationships and improve business sustainability.

STRATEGI PENGEMBANGAN TEMPAT WISATA PANTAI LARIKE SEBAGAI OBJEK WISATA Tetelepta, Maria M.; Wattimena, Roy Alan; Tutupoho, Fauzia
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 12 No. 1 (2023): MARET
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v12i1.3510

Keterbatasan Pemerintah Negeri Larike dalam memanfaatkan sumber pendapatan dari potensi yang dimiliki sebagai akibat dari keterbatasan sarana dan parasarana yang dimiliki, kurangnya SDM dalam mengelola potensi yang dimiliki, pengetahuan informasi dan teknologi dalam memperkenalkan dan mengelola potensi wisata dan belum adanya pembentukan kesadaran masyarakat dalam bentuk sikap sadar wisata. Sehinga tujuan penelitian ini adalah untuk mengetahui dan menganalisis strategi serta alternatif strategi pengembangan tempat wisata yang tepat dan sesuai. Penelitian ini adalah penelitian kualitatif dalam bentuk studi kasus, dimana objek penelitian adalah strategi pengembangan tempat wisata Negeri Larike, unit analisis adalah Pemerintah Negeri Larike yaitu kelompok masyarakat yang mempunyai kepentingan dalam penggelolaan potensi wisata Negeri Larike. Data yang diolah dalam penelitian adalah data kualitatif. Variabel penelitian yaitu strategi pengembangan, alternatif strategi pengembangan dan analisis SWOT. Kuesioner digunakan untuk memperkuat data yang dicari. Untuk menjawab permasalahan penelitian dilakukan analisis diskriptif dan analisis SWOT. Hasil penelitian menunjukan bahwa Pemerintah Negeri Larike lebih memilih menggunakan strategi fokus atau strategi kombinasi dari cost leadership dan strategi diferensiasi. Dalam pengelolaan tempat wisata sudah melakukan dan menjalankan strategi pengembangan secara internal dan eksternal. Dan posisi strategi pengembangan tempat wisata Negeri Larike berada dalam posisi lemah dan masuk dalam kategori penciutan turn around. Kata Kunci: Strategi Pengembangan, Tempat wisata

Microtargeting the Market: A Bibliometric Mapping of Digital Marketing Trends in Entrepreneurship Judijanto, Loso; Souisa, Wendy; Lussy, Kalsum; Tetelepta, Maria Marlyn; Tutupoho, Fauzia
West Science Interdisciplinary Studies Vol. 3 No. 09 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i09.2259

This study presents a bibliometric mapping of digital marketing trends in entrepreneurship, with a focused lens on the emergence and role of microtargeting strategies. By analyzing 2000–2025 publications sourced from the Scopus database, the study uncovers the intellectual structure, thematic evolution, and global collaboration patterns within this interdisciplinary research domain. Using VOSviewer for keyword co-occurrence, co-authorship, institutional, and country-level analyses, the study reveals that core themes such as entrepreneurship, social media, innovation, digital transformation, and marketing strategy dominate scholarly discourse. The findings also show that countries like India, Indonesia, the United States, and the United Kingdom lead in collaborative research output. Co-citation mapping highlights the convergence of foundational theories in marketing and entrepreneurship, while the overlay and density visualizations suggest a temporal shift toward personalized, data-driven marketing practices post-2021. The study contributes theoretically by identifying underexplored research gaps and practically by guiding entrepreneurs and institutions toward effective microtargeting strategies. Limitations and directions for future research are also discussed to advance the field further.

Microtargeting the Market: A Bibliometric Mapping of Digital Marketing Trends in Entrepreneurship Judijanto, Loso; Souisa, Wendy; Lussy, Kalsum; Tetelepta, Maria Marlyn; Tutupoho, Fauzia
West Science Interdisciplinary Studies Vol. 3 No. 09 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i09.2259

This study presents a bibliometric mapping of digital marketing trends in entrepreneurship, with a focused lens on the emergence and role of microtargeting strategies. By analyzing 2000–2025 publications sourced from the Scopus database, the study uncovers the intellectual structure, thematic evolution, and global collaboration patterns within this interdisciplinary research domain. Using VOSviewer for keyword co-occurrence, co-authorship, institutional, and country-level analyses, the study reveals that core themes such as entrepreneurship, social media, innovation, digital transformation, and marketing strategy dominate scholarly discourse. The findings also show that countries like India, Indonesia, the United States, and the United Kingdom lead in collaborative research output. Co-citation mapping highlights the convergence of foundational theories in marketing and entrepreneurship, while the overlay and density visualizations suggest a temporal shift toward personalized, data-driven marketing practices post-2021. The study contributes theoretically by identifying underexplored research gaps and practically by guiding entrepreneurs and institutions toward effective microtargeting strategies. Limitations and directions for future research are also discussed to advance the field further.

Marketing Analysis and Market Development of Local Food Products of Mie Sagu Negeri Rutong Business Group, South Leitimur District, Ambon City Sapulette, Alvian; Tutupoho, Fauzia; Malakauseya, Jeffry
Admisi dan Bisnis Vol. 26 No. 2 (2025): JUNI 2025
Publisher : Politeknik Negeri Semarang

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

Maluku is rich in carbohydrate-producing plants. In general, carbohydrates are obtained from farmers' rice fields and gardens, such as: rice, wheat, tubers, corn, etc., as well as sago plants. Negeri Rutong, South Leitimur subdistrict, Ambon City, an agrotourism village where there is a large sago forest, as well as a business group that is part of the MSME group that produces sago flour and there is also a group that produces sago noodles. The Rutong State sago flour production business group is one of the suppliers of raw materials to one of the entrepreneurs producing sago noodle products in Ambon City. Meanwhile, the Rutong country's sago noodle producing business group has not yet developed market development which has one permanent business place providing sales with activities serving consumers in selling sago noodles or offering sales of fried sago noodles/gravy. From the results of an interview dialogue with one of the state or village assistants who is in charge of economic development and empowerment, the sago noodle business group has not yet developed its business optimally, but their activities are in selling noodles to consumers if there is an event in the country or there is a message from the group. The aim of this research is to determine the state of the internal and external environment of the sago noodle business group and to map the marketing strategy for local food products using method stages, namely conducting interviews with the business group to obtain information and data, then tabulating the data, identifying SWOT, designing a marketing mix strategy Maluku kaya akan tanaman penghasil karbohidrat. Pada umumnya karbohidrat itu diperoleh dari sawah dan kebun petani seperti : beras, gandum, umbi-umbian, jagung, dan lainnya, juga pada tanaman sagu. Negeri Rutong kecamatan Leitimur Selatan Kota Ambon desa agrowisata dimana ada hutan sagu yang luas demikian juga ada kelompok usaha yang tergabung dalam kelompok UMKM yang memproduksikan tepung sagu dan juga ada kelompok yang menghasilkan mie sagu. Kelompok usaha produksi tepung sagu Negeri Rutong menjadi salah satu supplai bahan baku kepada salah satu pengusaha penghasil produk mie sagu di kota ambon. Sementara kelompok usaha penghasil mie sagu negeri Rutong belum berkembang dalam pengembangan pasar yang memiliki satu tempat usaha parmanen menyajikan penjualan dengan aktifitas melayani konsumen dalam menjual mie sagu ataupun menawarkan penjualan mie sagu goreng/kuah. Dari hasil dialog wawancara salah satu pendamping negeri atau desa yang membidangi pengembangan ekonomi dan perberdayaan bahwa kelompok usaha mie sagu belum mengembangan usaha secara optimal namun aktifitas mereka dalam menjajakan mie kepada konsumen kalaua itu ada acara di negeri atau ada pesan dari kelompok. Tujuan penelitian ini adalah mengetahui keadaan lingkungan internal, eksternal dari kelompok usaha mie sagu dan melakukan pemetaan strategi pemasaran produk pangan lokal dengan tahapan metode yaitu melakukan wawancara dengan kelompok usaha mendapatkan informasi dan data kemudian dilakukan tabulasi data, mengidentifikasi SWOT, mendesain strategi marketing mix

The Influence of Posting Frequency, Content Quality, and Interaction with Customers on Social Media on Customer Loyalty in a Start-up Business Mufadhol, Mufadhol; Tutupoho, Fauzia; Nanulaita, Deflin Tresye; Bell, Ann Z. de; Prabowo, Bagus
West Science Business and Management Vol. 2 No. 02 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i02.966

This research investigates the impact of posting frequency, content quality, and interaction with customers on social media on customer loyalty in start-up businesses. A quantitative approach is employed, with data collected from 190 start-up owners or marketing professionals responsible for managing social media accounts. Structural Equation Modeling with Partial Least Squares (SEM-PLS) is used for data analysis. The findings reveal significant positive relationships between posting frequency, content quality, interaction with customers, and customer loyalty. Content quality emerges as a strong predictor of customer loyalty, highlighting the importance of creating engaging and relevant content. Active interaction with customers on social media platforms also positively influences customer loyalty, fostering stronger relationships and brand advocacy. While posting frequency plays a role in maintaining brand visibility, the quality and relevance of content are found to be paramount. These findings have practical implications for start-up businesses seeking to enhance customer loyalty through effective social media engagement strategies.

Efektivitas Strategi Promosi dalam Live Shopping terhadap Tingkat Penjualan di E-Commerce Souisa, Wendy; Mahmuddin, Mahmuddin; Tutupoho, Fauzia; Gomies, Stevanus Johan; Ferdinandus, Leonora
Jurnal Ekonomi dan Kewirausahaan West Science Vol 3 No 01 (2025): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v3i01.1918

Penelitian ini menguji efektivitas strategi promosi dalam live shopping terhadap tingkat penjualan di sektor e-commerce Indonesia. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 110 responden melalui kuesioner terstruktur yang menggunakan skala Likert (1-5). Data dianalisis dengan menggunakan Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). Temuan ini mengungkapkan bahwa strategi promosi, termasuk diskon dan hadiah terbatas waktu, secara signifikan meningkatkan keterlibatan konsumen. Selain itu, keterlibatan konsumen bertindak sebagai mediator, yang secara positif mempengaruhi niat pembelian dan kinerja penjualan. Studi ini menekankan peran strategis promosi interaktif dalam menumbuhkan loyalitas pelanggan dan meningkatkan penjualan di pasar e-commerce yang kompetitif. Wawasan diberikan untuk membantu bisnis merancang kampanye promosi yang efektif yang mendorong keterlibatan konsumen dan meningkatkan hasil keuangan.

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