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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

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

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.

Dinamika Psikologis Investor Ritel di Era Volatilitas Harga Emas Ekstrem: Eksplorasi Fenomena Fear of Missing Out (FOMO) dan Ilusi Safe-Haven pada Pengguna Aplikasi Emas Digital Fitayantri Tamau; Francisca Anggun Therok; Siti Harwianti Santoso
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19802

Thi~s stu~d~y e~xami~ne~s the~ psychologi~cal d~ynami~cs of re~tai~l i~nve~stors ami~d~ e~xtre~me~ gold~ pri~ce~ volati~li~ty, focu~si~ng on the~ e~me~rge~nce~ of Fe~ar of Mi~ssi~ng Ou~t (FOMO) and~ the~ i~llu~si~on of safe~-have~n among u~se~rs of d~i~gi~tal gold~ savi~ngs appli~cati~ons. The~ re~se~arch was moti~vate~d~ by the~ sharp e~scalati~on of gold~ pri~ce~s d~u~ri~ng 2024–2026—from approxi~mate~ly U~SD~ 2,040 pe~r troy ou~nce~ i~n e~arly 2024 to ove~r U~SD~ 5,176 pe~r troy ou~nce~ i~n the~ fi~rst qu~arte~r of 2026—alongsi~d~e~ the~ rapi~d~ growth of fri~cti~onle~ss d~i~gi~tal i~nve~stme~nt platforms i~n I~nd~one~si~a. U~si~ng a qu~ali~tati~ve~ d~e~scri~pti~ve~ approach wi~th a phe~nome~nologi~cal d~e~si~gn, d~ata we~re~ colle~cte~d~ i~n Manad~o Ci~ty throu~gh i~n-d~e~pth i~nte~rvi~e~ws, obse~rvati~on, and~ d~ocu~me~ntati~on i~nvolvi~ng le~ctu~re~rs, stu~d~e~nts, and~ me~mbe~rs of the~ ge~ne~ral pu~bli~c, se~le~cte~d~ throu~gh pu~rposi~ve~ sampli~ng. D~ata analysi~s followe~d~ the~ i~nte~racti~ve~ mod~e~l of Mi~le~s, Hu~be~rman, and~ Sald~ana, su~pporte~d~ by sou~rce~ and~ te~chni~qu~e~ tri~angu~lati~on. The~ fi~nd~i~ngs re~ve~al thre~e~ pri~nci~pal conclu~si~ons: (1) the~ me~ani~ng of gold~ has shi~fte~d~ from a prote~cti~ve~ i~nstru~me~nt to a spe~cu~lati~ve~ asse~t promi~si~ng rapi~d~ capi~tal gai~ns; (2) i~nve~stme~nt d~e~ci~si~ons we~re~ pre~d~omi~nantly d~ri~ve~n by FOMO, he~rd~ be~havi~or, anchori~ng bi~as, and~ cogni~ti~ve~ d~i~ssonance~ rathe~r than fu~nd~ame~ntal analysi~s; and~ (3) the~ fri~cti~onle~ss archi~te~ctu~re~ of d~i~gi~tal gold~ appli~cati~ons i~nte~nsi~fi~e~d~ psychologi~cal vu~lne~rabi~li~ty and~ faci~li~tate~d~ i~mpu~lsi~ve~ bu~yi~ng at ove~rbou~ght marke~t cond~i~ti~ons, re~i~nforci~ng the~ safe~-have~n i~llu~si~on. Keywords: be~havi~oral fi~nance~, FOMO, safe~-have~n, d~i~gi~tal gold~, re~tai~l i~nve~stor

INSTITUTIONAL BUYER ADOPTION OF B2B AGRICULTURAL E-COMMERCE: A SYSTEMATIC LITERATURE REVIEW USING THE UTAUT FRAMEWORK Surya Danang; Supriyanto; Paske Victory Modaso; Fitayantri Tamau
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19803

Background: The digital transformation of agricultural supply chains in developing countries faces critical gaps in understanding how institutional buyers adopt B2B e-commerce platforms. Most existing studies focus on farmer (supply-side) adoption, leaving the demand-side perspective underexplored. Objective: This systematic literature review (SLR) aims to map the state of knowledge on B2B agricultural e-commerce adoption among institutional buyers through the UTAUT framework, and to identify research gaps that justify an empirical study in Eastern Indonesia. Methods: Following PRISMA 2020 protocol, we searched Scopus databases using six Boolean search strings. From 255 initial records, 3 duplicates were removed, yielding 252 unique articles. After screening (122 excluded) and eligibility assessment of 65 full-text articles (22 excluded), 43 final articles published from 2003 to 2026 were included. Results: Four thematic clusters emerged: (A) UTAUT in agrifood technology adoption, (B) B2B e-commerce and digital supply chains, (C) institutional buyers and digital platforms, and (D) digital agrifood context and gaps. Performance Expectancy (PE) and Social Influence (SI) are the most consistent predictors of adoption behavioral intention across 38 and 34 articles respectively. Trust emerges as a critical extension, especially in blockchain and platform adoption contexts. Conclusion: The literature reveals five critical gaps: (1) near-absence of demand-side B2B institutional buyer studies, (2) lack of UTAUT application in B2B agrifood buyer contexts, (3) minimal empirical evidence from Southeast Asia/Indonesia, (4) dominance of qualitative methods over quantitative SEM-PLS, and (5) weak linkage to national food security policy. This review provides the theoretical foundation and gap justification for an empirical study targeting institutional buyers (HORECA, modern markets, cooperatives).

Mitigasi Green Skepticism pada Konsumen Kopi Spesialti di Manado: Peran Multidimensi Transparansi Rantai Pasok dengan Mediasi Perceived Brand Authenticity Fitayantri Tamau; Injilia Wulan Gratia Wua; Lidya Djuwita Pratiwi Canon
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 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) Injilia Wulan Gratia Wua; Fitayantri Tamau; Lidya Djuwita Pratiwi Canon
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

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 Lidya Djuwita Pratiwi Canon; Injilia Wulan Gratia Wua; Fitayantri Tamau
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

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.

Pengaruh Fear of Missing Out (FOMO) dan Konformitas Sosial terhadap Keputusan Pembelian Produk Blind Box Pop Mart pada Konsumen di Kota Manado: Indonesia Anggun Therok; Fitayantri Tamau
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 3 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i3.19788

This study examines the influence of Fear of Missing Out (FOMO) and Social Conformity on purchase decisions for Pop Mart Blind Box products among consumers in Manado City. Grounded in the Theory of Planned Behavior (TPB), this research adopts a quantitative, descriptive–explanatory design. Data were collected from 150 respondents selected through purposive sampling via an online questionnaire employing a five-point Likert scale. Multiple linear regression was applied to test the research hypotheses. The results demonstrate that both FOMO (β = 0.412; t = 5.821; p < 0.001) and Social Conformity (β = 0.378; t = 5.214; p < 0.001) positively and significantly influence purchase decisions, with both variables collectively explaining 56.3% of the variance (R² = 0.563). These findings indicate that the psychological urgency induced by FOMO and the normative social pressure from conformity behavior are key drivers of blind box purchasing among young consumers in Manado. Managerially, the results suggest that marketing strategies emphasizing product scarcity, limited-edition releases, and community-based social validation are highly effective within this product category. This study contributes to the growing body of literature on hedonic and impulsive consumption behavior in the context of novelty retail products in Indonesia.

Optimalisasi Pemasaran Digital UMKM Pedesaan melalui Penguatan Kompetensi AI Generatif bagi Pemuda: Sebuah Pendekatan Participatory Action Research Francisca Anggun Therok; Lidya Djuwita Pratiwi Canon; Fitayantri Tamau; Injilia Wulan Gratia Wua; Durand Fernandito Freddy Setlight
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 7 No. 2 (2026): Agustus
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/c6jxas54

This community service program was carried out to improve generative artificial intelligence literacy and digital marketing skills among the youth of Talawaan Atas Village so that they are able to produce their own promotional materials for local micro, small, and medium enterprises (MSMEs). The program was urgently needed because village youth already access social media every day but have not been able to turn that habit into something of economic value, while local MSMEs still rely on word-of-mouth selling and own no promotional material worth posting on social media. The expected benefit is the availability of local human resources capable of creating promotional content without paying for design services. The method used was participatory action research, arranged as lectures, demonstrations, group practice, and mentoring, with pre-test and post-test instruments for evaluation. The activity took place on 15 May 2026 in Talawaan Atas Village, Talawaan District, North Minahasa Regency, North Sulawesi. Twenty-five participants took part, consisting of junior and senior high school students living around the village, members of the village youth organisation (karang taruna), and local food MSME owners, facilitated by a team of lecturers and students from the organising institution. The evaluation shows that the average participant score rose from 29.7% to 81.4%, an increase of 51.7 points. In practical terms, the partners obtained ready-to-use Instagram content designs, a digital menu, and an interactive web page for the MSME Goroho Snack House. In theoretical terms, the finding strengthens the argument that AI literacy can be built through short, practice-based training in communities with no technical background, and it adds generative AI as a new instrument in the study of rural digital economic empowerment.

Dynamic Capabilities and Strategic Adaptation of Tourism MSMEs in the Bunaken Area: The Mediating Role of Digital Transformation Fitayantri Tamau; Siti Harwianti Santoso; Francisca Anggun Therok
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.8475

Tourism micro, small and medium enterprises (MSMEs) in Indonesia's priority tourism destinations face a widening gap between the digital expectations of travellers and their conventional business models. This study examines whether digital transformation mediates the relationship between dynamic capabilities and strategic adaptation among tourism MSMEs in the Bunaken area, North Sulawesi. An explanatory quantitative design was applied to data collected from 200 owners or managers of accommodation, culinary and tour service businesses selected through purposive sampling. Data were analysed using partial least squares structural equation modelling (PLS-SEM) with 5,000 bootstrap subsamples. The results show that dynamic capabilities positively influence digital transformation and strategic adaptation, while digital transformation positively influences strategic adaptation. Digital transformation significantly mediates the relationship between dynamic capabilities and strategic adaptation, with an indirect effect of β = 0.242 and complementary partial mediation, accounting for 52.3 per cent of the total effect. Descriptive findings reveal a persistent capability–implementation gap: dynamic capabilities are relatively stronger than digital transformation and strategic adaptation. Digital culture also exceeds technology adoption and business process change, suggesting that willingness to transform has developed faster than actual implementation. The findings indicate that digital transformation serves as a key mechanism through which managerial capabilities are translated into strategic adaptation. For tourism MSMEs in island destinations, digital training is therefore unlikely to generate substantial returns without improvements in basic infrastructure, particularly electricity reliability and affordable data access.

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