Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Journal of Mathematics Instruction, Social Research and Opinion Oikonomia : Journal of Management Economics and Accounting
Erna Ngala
STIE Pioner Manado
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences

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Exploration of Business Actors' Strategies in Utilizing Paid Advertising to Increase Online Sales Patricia Jeaneth Cyntia Kojongian; Erna Ngala; Treesje Imran
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 3 (2025): Oikonomia - May
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i3.360

Abstract

This research aims to explore the strategies employed by businesses in utilizing paid advertising to increase online sales. Amid the rapid development of technology and the digitalization of commerce, paid advertising has become one of the important elements in digital marketing strategies. Platforms such as Google Ads, Facebook Ads, Instagram Ads, and TikTok Ads allow businesses to reach target markets more specifically, quickly, and measurably. Through a qualitative approach with a case study method, this research analyzes the strategies used by businesses from various sectors, ranging from micro, small, and medium enterprises (MSMEs) to large-scale e-commerce companies. Data was collected through in-depth interviews with business owners who actively use paid digital advertising, as well as observations of their ad campaign performance. The results show that successful strategies generally involve a deep understanding of digital consumer behavior, clear determination of advertising objectives, selection of relevant advertising platforms, and utilization of analytics features for evaluation and optimization. In addition, proportionate ad budget allocation and engaging ad content also proved to be key factors in increasing sales conversion rates. This research contributes to the digital marketing literature and can serve as a practical reference for businesses looking to optimize the use of paid advertising to drive their online sales growth
Cohesion in the Mapalus Rumah Culture as a Model for Women’s Empowerment Management Treesje Imran; Erna Ngala; Patricia Jeaneth Cyntia Kojongian; Jemmy Sondakh
Journal of Mathematics Instruction, Social Research and Opinion Vol. 5 No. 2 (2026): June
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/misro.v5i2.1499

Abstract

The increasingly humanistic development of Human Resource Management (HRM) requires the integration of social and cultural values into organizational practices. However, local culture is often perceived as limiting women’s participation and gender equality. This study aims to analyze cohesion within the Mapalus Rumah culture and explore its potential as a local wisdom–based model for women’s empowerment in HRM. The novelty of this study lies in positioning Mapalus Rumah culture as a culturally grounded HRM model that integrates women’s participation, social cohesion, and collective empowerment into modern organizational management. This research employed a qualitative approach with an exploratory descriptive design. Sixteen informants were selected through purposive sampling, consisting of 12 women actively involved in Mapalus Rumah activities and 4 supporting informants. Data were collected through in-depth interviews, participatory observation, and documentation, then analyzed using the interactive model of Miles and Huberman with triangulation to ensure validity. The findings show that cohesion in Mapalus Rumah culture is built through continuous social interaction, mutual trust, open communication, and collective commitment. Women play strategic roles as initiators, decision-makers, and social agents within the community. Strong patterns of emotional support, solidarity, and resource exchange among women also contribute to strengthening individual capacity and collective social resilience. These findings indicate that local culture can function as an inclusive space that supports contextual gender equality, understood as gender relations that adapt to local social and cultural contexts while still promoting equal participation and opportunities for women. This study concludes that Mapalus Rumah culture has strong potential as a culturally based management model relevant to modern organizations. The integration of cohesion, participation, solidarity, and community-based support into HRM practices can serve as an effective and sustainable strategy for women’s empowerment, employee engagement, and socially adaptive organizational development in the modernization era.
Co-Authors Jemmy Sondakh, Jemmy Patricia Jeaneth Cyntia Kojongian Treesje Imran