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All Journal Jurnal Administrasi Terapan
Deflin Tresye Nanulaitta
Jurusan Administrasi Niaga, Politeknik Negeri Ambon
Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Di Kota Ambon Joshua David Kiswanto; Harold Hursepuny; Deflin Tresye Nanulaitta; Simson Melmambessy
Jurnal Administrasi Terapan Vol. 2 No. 2 (2023): September
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v2i2.2084

Abstract

Factors that influence purchasing decisions do not only come from consumers, but also influenced by the marketing strategy of a company or business group. Brand image and price are an inseparable part of the factors behind the purchase decision at Ambon. This study aims to examine and analyze the effect of brand image and price on purchasing decisions at Passo Electronic Store. The analytical method used is multiple linear regression analysis using SPSS software version 21.0. The results of the research, hypothesis one produces a tcount value of 2.030 with a significant value of 0.047 < 0.05, hypothesis two produces a tcount value of 4.790 with a significant value of 0.000 < 0.05 and hypothesis three produces an Fcount value of 25.160 with a significant value of 0.000 < 0.05. Based on the results of the study, it can be said that brand image has a positive effect on purchase decisions at Passo Electronic Store. Price has a positive effect on purchase decisions at Passo Electronic Store. Brand image and price together have a positive effect on purchasing decisions at the Passo Electronic Store. Brand image and price have an influence on purchse decisions by 47.2% while the remaining 52.8% is influenced by other variables. Based on the analysis and discussion, research can submit sugestion: Passo Electronic Store must be able to maintain the adventages it has, should increase promotion or introduction about their product.Keywords: Brand Image, Price, Purchase Decision
PENGARUH FASILITAS KERJA TERHADAP KINERJA PEGAWAI PADA KANTOR KABUPATEN MALUKU TENGAH Orgenes Pelasula; Chyntia Imelda Tjokro; Deflin Tresye Nanulaitta; Carla Carolien Tousalwa
Jurnal Administrasi Terapan Vol. 3 No. 2 (2024): SEPTEMBER
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v3i2.2923

Abstract

This research aims to analyze the influence of work facilities on employee performance at the General Section of the Central Maluku district office. The research method used was simple linear regression analysis with a sample of Central Maluku District General Office employees. This research uses a quantitative approach with data collected through questionnaires distributed to Central Maluku District General Office employees. Data analysis uses simple linear regression to test the influence of the independent variable (work facilities) on the dependent variable (employee performance). The research results show that work facilities have a positive and significant effect on employee performance with a regression coefficient of 0.513. The practical implications of the research are the need to improve facilities and develop employee capabilities to increase efficiency, effectiveness and quality of public services. Keywords: Work Facilities, Employee Performance
PENGUKURAN EFEKTIVITAS KAMPANYE MARKETING MULTI-CHANNEL: PENDEKATAN STATISTIK UNTUK MENGIDENTIFIKASI FAKTOR KUNCI KEBERHASILAN Deflin Tresye Nanulaitta; Carla Tousalwa; Stevanus Johan Gomies
Jurnal Administrasi Terapan Vol. 4 No. 1 (2025): Maret
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v4i1.3400

Abstract

This research develops a framework for measuring the effectiveness of multi-channel marketing campaigns using a statistical approach to identify key success factors in the Indonesian market context. Through a quantitative cross-sectional research design involving 145 companies with at least three active marketing channels, this study integrates structured surveys, secondary data on campaign performance metrics, and marketing data audits. Multivariate statistical analysis reveals significant correlations between channel integration levels and campaign effectiveness, with social media excelling in customer engagement (β=0.42), email marketing in conversion rate (β=0.37), and content marketing in brand awareness (β=0.45). Path analysis identifies significant synergistic effects between combinations of social media and email marketing (path coefficient=0.56) that increase conversion rates by 2.3 times. Using random forest algorithm (83.7% accuracy), five key success factors were identified: message personalization based on audience segmentation, visual and narrative consistency across channels, optimal communication timing, cross-platform data integration, and content alignment with customer journey. Machine learning-based attribution models proved significantly more accurate (89.3%) than traditional models. The research also found significant variations in multi-channel strategy effectiveness based on industry characteristics and audience segments, encouraging differentiated approaches. The measurement framework developed offers practical tools for marketers to optimize multi-channel campaigns and maximize return on marketing investment. Keywords: multi-channel marketing, attribution modeling, campaign effectiveness, statistical approach, channel integration
Co-Authors Carla Carolien Tousalwa Carla Tousalwa Chyntia Imelda Tjokro Harold Hursepuny Joshua David Kiswanto Orgenes Pelasula Simson Melmambessy Stevanus Johan Gomies