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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.
Keunggulan Manajemen Sumber Daya Manusia: Mengintegrasikan Budaya Organisasi dan Kepemimpinan Partisipatif untuk Memperkuat Motivasi serta Disiplin Kerja Karyawan Erna Ngala; Treesje Imran; Beatrix Lapalelo
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 4 No. 1 (2026): July
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v4i1.511

Abstract

Perubahan lingkungan bisnis yang semakin dinamis menuntut organisasi untuk mengembangkan strategi manajemen sumber daya manusia (MSDM) yang mampu meningkatkan daya saing melalui penguatan kualitas sumber daya manusia. Dalam konteks tersebut, budaya organisasi dan kepemimpinan partisipatif dipandang sebagai dua faktor strategis yang berperan dalam membangun motivasi kerja dan disiplin kerja karyawan. Penelitian ini bertujuan untuk menganalisis pengaruh budaya organisasi dan kepemimpinan partisipatif terhadap motivasi kerja dan disiplin kerja karyawan, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan desain survei eksplanatori. Data dikumpulkan melalui penyebaran kuesioner menggunakan skala Likert kepada 180 karyawan tetap yang dipilih dengan teknik proportionate stratified random sampling. Analisis data dilakukan melalui statistik deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda yang meliputi uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa budaya organisasi dan kepemimpinan partisipatif berpengaruh positif dan signifikan terhadap motivasi kerja maupun disiplin kerja karyawan. Secara parsial, budaya organisasi memberikan pengaruh yang lebih dominan dibandingkan kepemimpinan partisipatif terhadap kedua variabel dependen. Sementara itu, pengujian simultan membuktikan bahwa kedua variabel independen secara bersama-sama mampu menjelaskan variasi motivasi kerja dan disiplin kerja secara signifikan. Temuan ini menegaskan bahwa integrasi budaya organisasi yang kuat dengan kepemimpinan partisipatif merupakan strategi penting dalam meningkatkan efektivitas pengelolaan sumber daya manusia. Implikasi penelitian ini menunjukkan bahwa organisasi perlu memperkuat internalisasi nilai-nilai budaya, membangun komunikasi yang terbuka, serta meningkatkan keterlibatan karyawan dalam pengambilan keputusan guna menciptakan lingkungan kerja yang produktif, disiplin, dan berkelanjutan.