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All Journal Jurnal Ilmiah Edunomika (JIE) PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi
Tamau, Fitayantri
Akademi Bisnis Dan Keuangan Primaniyarta Manado
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Strategi Pemasaran Berbasis 7P dan Dinamika Konsumen Lokal pada Lembaga Bimbingan Belajar "Brilliant Brain Indonesia" di Manado Francisca A Therok; Fitayantri Tamau; Zerah E. Derek
Permana : Jurnal Perpajakan, Manajemen, dan Akuntansi Vol. 17 No. 3 (2025): Special Issue
Publisher : Faculty of Economics and Business, University of Pancasakti Tegal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24905/permana.v17i3.940

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pemasaran berbasis marketing mix 7P yang diterapkan oleh lembaga bimbingan belajar Brilliant Brain Indonesia di Kota Manado, serta mengaitkannya dengan dinamika konsumen lokal. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam, observasi langsung, dan dokumentasi internal. Informasi utama diperoleh dari narasumber kunci, yaitu CEO Brilliant Brain Indonesia sekaligus Direktur Akademi Bisnis dan Keuangan Primaniyarta, Meykel Djuuna dan juga kepala-kepala cabang Brilliant Brain Indonesia. Hasil penelitian menunjukkan bahwa adaptasi strategi pemasaran 7P—Product, Price, Place, Promotion, People, Process, dan Physical Evidence—berhasil menjawab kebutuhan konsumen lokal melalui pendekatan personalisasi layanan, fleksibilitas harga, dan pemanfaatan komunitas lokal sebagai saluran promosi. Temuan ini memperlihatkan bahwa penguatan strategi berbasis kearifan lokal menjadi kunci keberhasilan ekspansi Brilliant Brain Indonesia di Manado yang kini memiliki empat cabang aktif. Penelitian ini memberikan kontribusi praktis bagi lembaga pendidikan sejenis dalam mengembangkan strategi pemasaran yang berorientasi pada konteks sosial budaya lokal.
Dinamika Implementasi Strategi Pemasaran pada Layanan Psikologi Modern: Studi Kualitatif Deskriptif di Brain Persona Manado Fitayantri Tamau; Francisca A. Therok; Zerah E. Derek
Permana : Jurnal Perpajakan, Manajemen, dan Akuntansi Vol. 17 No. 3 (2025): Special Issue
Publisher : Faculty of Economics and Business, University of Pancasakti Tegal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24905/permana.v17i3.1048

Abstract

Penelitian ini bertujuan untuk menganalisis dinamika implementasi strategi pemasaran pada layanan psikologi modern dengan studi kasus di Brain Persona Manado. Latar belakang penelitian ini dilandasi oleh meningkatnya kebutuhan masyarakat akan layanan kesehatan mental pascapandemi, namun masih rendahnya literasi psikologis dan tingginya stigma terhadap layanan psikologi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi partisipatif, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi pemasaran Brain Persona meliputi pendekatan edukatif melalui media sosial, penguatan citra profesional tenaga psikolog, dan kolaborasi dengan institusi pendidikan. Strategi ini terbukti efektif dalam meningkatkan kesadaran masyarakat, meskipun tantangan seperti keterbatasan sumber daya dan persepsi negatif terhadap psikologi masih dihadapi. Pendekatan berbasis komunitas dan kerja sama lintas sektor diidentifikasi sebagai solusi potensial dalam memperluas jangkauan dan meningkatkan penerimaan layanan. Penelitian ini memberikan kontribusi dalam pengembangan strategi pemasaran layanan kesehatan berbasis psikologi yang lebih inklusif dan berkelanjutan di Indonesia.
Mitigasi Green Skepticism pada Konsumen Kopi Spesialti di Manado: Peran Multidimensi Transparansi Rantai Pasok dengan Mediasi Perceived Brand Authenticity Tamau, Fitayantri; Wua, Injilia Wulan Gratia; Canon, Lidya Djuwita Pratiwi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19200

Abstract

Abstract This study aims to investigate the mitigation mechanism of Green Skepticism among specialty coffee consumers in Manado City by positioning supply chain transparency as a multidimensional variable mediated by Perceived Brand Authenticity. The research method used is quantitative explanatory with a survey technique. Data were collected from 150 respondents selected using purposive sampling with the criteria of active consumers of specialty coffee in Manado. Data analysis was performed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach. The results showed that supply chain transparency directly had no significant effect on reducing skepticism. However, transparency has a significant positive effect on perceived brand authenticity. The main finding of this study confirms the role of full mediation of brand authenticity; transparency is only effective in reducing skepticism if it successfully builds a perception of authenticity first. Practical implications suggest coffee business owners use storytelling in presenting transparency data to build emotional trust.
PERAN LINGKUNGAN KERJA FISIK DALAM MENDORONG KINERJA KARYAWAN: STUDI KUALITATIF PADA BRILLIANT BRAIN INDONESIA MENGGUNAKAN TOOL FOR OBSERVING WORKSITE ENVIRONMENTS (TOWE) Wua, Injilia Wulan Gratia; Tamau, Fitayantri; Canon, Lidya Djuwita Pratiwi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19400

Abstract

This study aimed to examine the role of the physical work environment in enhancing tutor performance at Brilliant Brain Indonesia. A descriptive qualitative approach was employed, using in-depth interviews and observations based on the Tool for Observing Worksite Environments (TOWE). The participants consisted of seven tutors from four branches of Brilliant Brain Indonesia. Data were analyzed through data reduction, data display, and conclusion drawing. The findings indicated that most tutors perceived the physical work environment as generally comfortable and supportive of teaching performance. However, several limitations were identified, including physical fatigue caused by non-ergonomic furniture, suboptimal temperature and lighting conditions in certain situations, the absence of safety equipment and informational posters, and the lack of meeting rooms across all branches. These findings suggested a gap between tutors’ subjective perceptions and the objective conditions of the physical work environment. This study was limited by the small number of participants and its focus on a single organization. Nevertheless, this research contributed original value by integrating qualitative interviews with the TOWE instrument to provide a contextual and comprehensive understanding of the role of the physical work environment in supporting tutor performance. Keywords : work environment, physical environment, employee performance, qualitative study, TOWE
STRATEGI KEWIRAUSAHAAN KEDAI KOPI DI KOTA MANADO DALAM MEMBANGUN LOYALITAS PELANGGAN : STUDI KUALITATIF PADA PENGALAMAN PELANGGAN Canon, Lidya Djuwita Pratiwi; Wua, Injilia Wulan Gratia; Tamau, Fitayantri
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.19422

Abstract

This study examines how coffee shop entrepreneurs in Manado build customer loyalty through entrepreneurial strategies reflected in customer experience. Using a qualitative multiple-case study design, data were collected from selected local coffee shops in Manado through semi-structured interviews with owners/managers, key staff, and loyal customers, complemented by on-site observations and document reviews (menus, promotions, social media content, and online reviews). The analysis employed thematic coding to identify recurring patterns linking entrepreneurial decisions—such as product and service innovation, atmosphere-based differentiation, pricing and bundling, digital marketing practices, and community engagement—to key dimensions of customer experience (product consistency, service interaction, comfort, perceived value, and social ambience). The findings indicate that loyalty is primarily strengthened when value propositions are consistently delivered across daily operations, supported by responsive service and credible digital presence. Community-based activities and collaborations further enhance emotional attachment and word-of-mouth, while operational inconsistency and overreliance on key personnel weaken repeat visits. This research contributes to entrepreneurship and service management literature by contextualizing loyalty formation in an urban local-coffee-shop setting and offers practical insights for small business owners to design experience-driven strategies that sustain repeat patronage.
Co-Authors Canon, Lidya Djuwita Pratiwi Injilia Wulan Gratia Wua, Injilia Wulan Gratia Therok, Francisca A. Zerah E. Derek Zerah E. Derek