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All Journal Jurnal Disrupsi Bisnis International Journal of Economy, Education and Entrepreneurship (IJE3) Progressus Humanitatis
Dumarya Manik, Cornelia
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Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Green Marketing dan Online Customer Review terhadap Keputusan Pembelian Member pada Tanatap Coffee AmperaJakarta Selatan Amelia, Fira; Dumarya Manik, Cornelia
Progressus Humanitatis Vol 1 No 2 (2025): Progressus Humanitatis
Publisher : Yayasan Berkah Abadi Mulia Bersama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70285/f1s1hw30

Abstract

Pertumbuhan industri kopi di Indonesia berkembang signifikan seiring meningkatnya kesadaran konsumen terhadap produk ramah lingkungan dan ulasan pelanggan daring. Hal ini menunjukkan bahwa Green Marketing dan Online Customer Review menjadi faktor penting dalam keputusan pembelian. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Green Marketing dan Online Customer Review terhadap keputusan pembelian, baik secara parsial maupun simultan, pada member Tanatap Coffee Ampera, Jakarta Selatan. Penelitian ini menggunakan metode kuantitatif dengan teknik random sampling terhadap 157 responden, dengan pengumpulan data melalui kuesioner skala Likert. Hasil menunjukkan bahwa Green Marketing berpengaruh signifikan dengan regresi Y = -2,076 + 1,049X1 (korelasi 0,761; determinasi 57,9%), dan Online Customer Review juga berpengaruh signifikan dengan regresi Y = -3,995 + 1,109X2 (korelasi 0,858; determinasi 73,4%). Secara parsial, Online Customer Review memiliki pengaruh yang lebih kuat dibanding Green Marketing yang hampir tidak memiliki pengaruh signifikan terhadap keputusan pembelian member Tanatap Coffee Ampera. Namun, secara simultan, keduanya berpengaruh signifikan dengan regresi Y = -5,101 + 0,155X1 + 0,985X2 (korelasi 0,740; determinasi 74%), yang mengindikasikan bahwa variabel tersebut memiliki tingkat hubungan yang kuat.
Pengaruh NPL, BOPO dan ROA terhadap CAR Bank Perekonomian Rakyat di Indonesia Tahun 2023 Pasca Penghentian Relaksasi Kredit oleh OJK Mangasa Tua, Rudy Bodewyn; Dumarya Manik, Cornelia
Jurnal Disrupsi Bisnis Vol. 8 No. 4 (2025): Jurnal Disrupsi Bisnis
Publisher : Prodi Manajemen, Fakultas Ekonomi, Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/drb.v8i4.52251

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Non Performing Loan (NPL), Biaya Operasional berbanding Pendapatan Operasional (BOPO) dan Profitabilitas (ROA) terhadap Permodalan (CAR) Bank Perekonomian Rakyat secara Nasional baik parsial maupun secara simultan. Metode penelitian menggunakan deskriptif kualitatif, obyek penelitian adalah BPR konvensional secara Nasional. Data triwulan pertama tahun 2022 sampai dengan triwulan keempat tahun 2023 diperoleh dari laporan statistik Otoritas Jasa Keuangan. Hasil dari penelitian ini adalah Non Performing Loan (NPL), dan Profitabilitas (ROA) baik secara parsial maupun secara simultan tidak mempengaruhi CAR pada BPR di Indonesia periode tahun 2022–2023, kecuali untul variabel Biaya Operasional Pendapatan Operasional (BOPO) secara parsial berpengaruh terhadap Permodalan (CAR).
CONTENT MARKETING STRATEGIES AND BUILDING BRAND AWARENESS IN THE ERA OF SOCIAL MEDIA: A PHENOMENOLOGICAL STUDY ON INDONESIAN MSMES Dumarya Manik, Cornelia
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 3 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i3.413

Abstract

This study aims to explore the experiences of Indonesian MSMEs (Micro, Small, and Medium Enterprises) actors in implementing content marketing strategies and building brand awareness in the social media era. Digital transformation has created strategic opportunities for MSMEs to reach broader markets, yet its implementation still faces complex challenges related to digital literacy, resource constraints, and platform algorithm dynamics. This research employs a qualitative approach with transcendental phenomenology method involving 20 informants from various business sectors and geographical regions in Indonesia. Data collection was conducted through semi-structured in-depth interviews, participant observation of social media activities, and document analysis of marketing content. Data analysis utilized the Colaizzi method while adhering to Lincoln and Guba's trustworthiness criteria to ensure data validity. The research identified six main themes: (1) evolution of content marketing understanding from transactional to relational, (2) creative strategies in content creation based on storytelling and format diversification, (3) challenges in content consistency and management due to time and technical skill limitations, (4) importance of active interaction and engagement with audiences to build brand communities, (5) adaptation to algorithm changes and social media platform trends, and (6) success measurement and continuous learning. Findings indicate that success in building brand awareness is not determined by formal educational background or business scale, but rather by creativity, consistency, adaptability, and deep understanding of audience characteristics. Effective strategies include authentic storytelling based on brand values, collaboration with micro-influencers, utilization of user-generated content, and development of loyal brand communities. This research contributes theoretically to the development of contextual content marketing models for MSMEs in developing countries and provides practical implications for MSME actors, policy makers, educational institutions, and digital platform providers. Research limitations lie in the geographical focus on urban and semi-urban areas, thus future research is recommended to explore MSME experiences in remote areas and conduct longitudinal studies to understand the evolution of content marketing strategies in the long term.
Co-Authors Amelia, Fira Mangasa Tua, Rudy Bodewyn