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All Journal Jurnal Pengabdian Masyarakat Jurnal Publikasi Ekonomi dan Akuntansi
Olfin Ishak
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Public Health Social Sciences Other

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Strategi Branding dan Digital Marketing untuk Penguatan Promosi Wisata Hiu Gorontalo Berkelanjutan Mohamad Afan Suyanto; Anggita Permata Yakup; Olfin Ishak; Yakup Yakup; Deby Rita Karundeng
Jurnal Pengabdian Masyarakat Vol. 4 No. 2 (2025): Oktober : Jurnal Pengabdian Masyarakat
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/abdimas45.v4i2.5714

Abstract

Marine tourism has become one of Gorontalo’s key attractions, particularly through the whale shark sightings in Botubarani Village. However, existing branding efforts and digital promotion have not yet captured the region’s local strengths effectively. This community engagement program was carried out to formulate a branding strategy that highlights conservation, cultural values, and the unique character of Gorontalo’s shark tourism, while also enhancing the community’s digital promotion skills. The study employed a participatory qualitative approach through outreach activities, training sessions, focus group discussions, and mentoring involving 40 participants from various community groups. Data were collected through observation, simple questionnaires, and documentation, and were analyzed using a SWOT framework. The results show that a strong destination brand can be developed through three main pillars: whale shark conservation, strengthening local culture, and advancing coastal MSME products. Digital training significantly improved the community’s ability to produce photo, video, and narrative content, making the village’s social media more active and well-directed. The SWOT analysis produced practical strategies that stakeholders can apply to reinforce the destination’s identity. These findings emphasize that conservation- and culture-based branding, supported by digital marketing, can enhance community participation and strengthen the competitiveness of marine tourism in a sustainable manner.
Pengaruh Gaya Kepemimpinan Kompensasi Dan Beban Kerja Terhadap Turnover Intention Pada Koperasi Serba Usaha Sentosa Putri Febrika Ali; Deby R Karundeng; Olfin Ishak
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 5 No. 2 (2025): Mei: Jurnal Publikasi Ekonomi dan Akuntansi (JUPEA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v5i2.3934

Abstract

This study aims to analyze the influence of leadership style, compensation, and workload on employee turnover intention at Koperasi Serba Usaha "Sentosa". Turnover intention is a critical indicator in maintaining the stability of human resources, particularly in cooperatives that rely on employee loyalty and productivity. The research employs a quantitative approach using survey methods, with questionnaires distributed to 60 respondents who are active employees of the cooperative. Multiple linear regression analysis is used to examine both simultaneous and partial effects of the independent variables on the dependent variable. The results show that leadership style and compensation have a negative and significant effect on turnover intention, while workload has a positive and significant effect. These findings indicate that improvements in leadership style and compensation systems, along with better workload management, can reduce employees' intention to leave the cooperative. The practical implications of this study can serve as a foundation for Koperasi Serba Usaha "Sentosa" in designing more effective employee retention strategies.
Co-Authors Anggita Permata Yakup Deby R Karundeng Karundeng, Deby Rita Mohamad Afan Suyanto Putri Febrika Ali Yakup Yakup