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JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Published by Universitas Sam Ratulangi
ISSN : 23031174     EISSN : 26226219     DOI : https://doi.org/10.35794/emba.v10i2.39971
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal EMBA merupakan terbitan berkala sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan dibidang ekonomi. Diterbitkan oleh Fakultas Ekonomi dan Bisnis Univeristas Sam Ratulangi Manado. Jurnal ini diterbitkan 4 kali setahun, sejak tahun 2012. Setiap artikel direview oleh para pakar secara double blind peer review system. JE menerima tulisan atau karya ilmiah hasil-hasil penelitian dibidang Ilmu Ekonomi, Manajemen dan Akuntansi, yang belum pernah dipublikasikan dalam jurnal lainnya.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 5,267 Documents
 495   496   497   498   499 
THE INFLUENCE OF TRADITIONAL MARKETING AND DIGITAL MARKETING STRATEGIES ON PURCHASE INTENTION OF TABUNGAN EMAS PRODUCTS AT PT. PEGADAIAN, BITUNG Purba, Marganda Nevira; Wangke, Shinta J.C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

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Abstract

This study aims to analyze the influences of traditional and digital marketing strategies on purchase intention in Tabungan Emas products at PT Pegadaian Bitung. Through a quantitative approach, data was collected from 100 respondents consisting of Pegadaian customers who are active in social media and have age criteria of 20-60 years old and domiciled in Bitung City. The results showed that both traditional and digital marketing have a significant influence on purchase intention and have a positive influence. Traditional marketing strategies such as print advertising and exhibitions increase trust and product understanding, while digital marketing through information accessibility and interactive content successfully attracts consumer interest. This method was taken using a questionnaire using a 6-point Likert scale. It was found that traditional marketing and digital marketing proved to have a strong influence, where 51.5% of purchase intention was influenced by these two variables.   Keywords: Traditional Marketing, Digital Marketing, Purchase Intention
WHAT LIES BEYOND STREAKS AND BADGES? DUOLINGO’S GAMIFICATION STRATEGY AND ITS LIMITATIONS Bastiaan, Rachel Getroida; Rumokoy, Lawren Julio; Tielung, Maria V. J.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58183

Abstract

The use of gamification has become prominent in marketing especially after the pandemic, where people are often not satisfied with just the normal experience. This need and craving for a personalized engaging experience in each person are leading to a tight competition between businesses to leave the most valuable experience for users. Duolingo has proven to be a market leader within language-learning apps and has retained, also increased loyal customers over the years with the use of gamification. Despite the visible success of gamification in different fields and its importance in today’s market, the language-learning app is rarely discussed in a marketing context. This study explores the implementation of gamification by one of its earliest adopters and the limits to this strategy itself. Using phenomenology method and thematic analysis, this qualitative study inquired 20 users of Duolingo using semi-structured interviews. Results showed how intrinsic motivation played a big role in loyal users and Duolingo supported those intrinsic motivation to gather customers and create a more enjoyable way of learning with gamification. With limitations mostly coming because of personal priorities as hindrance and not due to the app lacking itself.    Keywords: Gamification, Marketing, Immersive Experience
ANALISIS KOMPARASI KINERJA KEUANGAN BANK DEVISA DAN BANK NON DEVISA DI INDONESIA TAHUN 2018-2022 Watuseke, Amadeo Josua Rolanto; Saerang, Ivonne L.; Wangke, Shinta J. C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58205

Abstract

Kinerja keuangan bank adalah suatu gambaran sampai mana tingkat keberhasilan yang dicapai oleh bank dalam kegiatan operasionalnya. Kinerja keuangan perbankan menjadi faktor utama dan sangat penting untuk menilai keseluruhan kinerja perbankan itu sendiriTujuan dari penelitian ini yaitu untuk menganalisis perbandingan kinerja keuagan antara bank devisa dan nak non devisa di indonesia. Dengan mengunakan metode deskriptif komparatif dengan mengunakan pendekatan kuantitatif, data yang digunakan dalam penelitian ini dikumpulkan dari data laporan keuangn perbankan yang telah di publikasikan dari tahun 2018-2022, dan menggunakan teknik statistik uji beda dua rata-rata (independent sample t-test). Dari penelitian ini diperoleh hasil bahwa jika dilihat dari rasio ROA dan BOPO tidak terdapat perbedaan yang signifikan antara bank devisa dan bank non devisa sedangkan jika didilihat dari rasio NPL, ROE, CAR dan LDR antara bank devisa dan bank non devisa terdapat perbedaan yang signifikan.   Kata Kunci: Kinerja keuangan, Bank Devisa, Bank Non Devisa
PENGARUH FLASH SALE DAN TAGLINE “GRATIS ONGKIR” SHOPEE TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF SECARA ONLINE (STUDI KASUS PADA Mentang, Verennia T. N.; Ogi, Imelda W.J.; Wangke, Shinta J. C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

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Abstract

Di era kemajuan  teknologi informasi dan komunikasi, Aktivitas jual-beli mengalami perkembangan dari waktu ke waktu. Kemajuan teknologi informasi dan komunikasi mempermudah penjual maupun pembeli dalam bertransaksi dan mengakibatkan munculnya berbagai macam situs e-commerce. Shopee merupakan salah satu e-commerce penyedia toko online terbesar di Indonesia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Flash Sale Dan Tagline “Gratis Ongkir” Shopee Terhadap Keputusan Pembelian Impulsif Secara Online (Studi Kasus Pada Mahasiswa Pengguna Aplikasi Shopee Di Universitas Sam Ratulangi). Populasi dan sampel pada penelitian ini diperoleh dari 100 Mahasiswa UNSRAT Pengguna aplikasi Shopee. Teknik analisis yang digunakan adalah Uji Instrumen, Uji Asumsi Klasik, Uji Regresi Linier Berganda dan Uji Hipotesis. Hasil dari penelitian ini diperoleh bahwa secara simultan Flash Sale dan Tagline Gratis Ongkir berpengaruh positif signifikan terhadap keputusan pembelian. Sedangkan secara parsial, Flash Sale berpengaruh positif signifikan terhadap keputusan pembelian dan tagline gratis ongkir tidak berpengaruh terhadap keputusan pembelian di aplikasi shopee.   Kata Kunci: Flash sale, tagline gratis ongkir, keputusan pembelian
THE INFLUENCE OF VISUAL ELEMENTS AND EASE OF USE ON PURCHASE DECISIONS THROUGH TIKTOK SHOP AMONG GEN Z Kaseger, Enjelie; Worang, Frederik G.; Gunawan, Emilia
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58224

Abstract

This study aims to test the influence of visual elements and ease of use on purchase decision partially and simultaneously. Data were collected through a questionnaire method with a population of 103.689 and by using the Slovin formula, 99,90 samples were obtained, however, the sample was rounded up to 100. The result indicates that both Visual Elements and Ease of Use play crucial roles in influencing purchase decisions. When analyzed simultaneously, these factors significantly impact how consumers decide to buy products. Partially, each factor also shows a distinct influence on purchase decisions. Visual elements significantly influence purchase decisions by enhancing the visual appeal and communication of video content, making products more enticing to Gen Z users. Meanwhile, ease of use of TikTok Shop significantly affects purchase decisions, as Gen Z users prefer intuitive and user-friendly technology. A seamless and hassle-free shopping experience increases user satisfaction and the likelihood of purchase.   Keywords: Visual Elements, Ease of Use, Purchase Decision, Social Media Marketing
Analisis Penerapan Strategi Pemasaran Terhadap Penjualan Pada Grup Jual Beli Silian Raya Kindangen, Lidya Ester; Palandeng, Indrie D.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58225

Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana volume penjualan dapat meningkat pada Grup Jual Beli Silian Raya dengan penerapan strategi pemasaran 7P. Bentuk penelitian yang dilakukan adalah penelitian deskriptif dengan pendekatan kualitatif. Pengumpulan data berdasarkan hasil wawancara, observasi dan dokumentasi serta kepustakaan. Teknik analisis data dengan menguraikan gambaran strategi pemasaran 7P dalam peningkatan volume penjualan pada Grup Jual Beli Silian Raya. Hasil penelitian menunjukkan bahwa: 1) Penerapan strategi pemasaran pada Grup Jual Beli Silian Raya terbukti dapat meningkatkan penjualan. 2) Penerapan strategi pemasaran 7P pada Grup Jual Beli Silian Raya menunjukkan dampak positif terhadap penjualan. 3) Tingkat keberhasilan penerapan strategi pemasaran 7P (produk, harga, promosi, tempat, orang, proses, dan bukti fisik) pada Grup Jual Beli Silian Raya dapat dianggap cukup berhasil. Kata Kunci: Strategi Pemasaran 7P, Penjualan, Grup Jual Beli Silian Raya  
ANALYZING TIKTOK CONTENT MARKETING IN 2024 PRESIDENTIAL ELECTION ON GEN-Z IN MANADO Korompis, Virginia; Tumbuan, Willem J. F. Alfa; Pandowo, Merinda Herrari Ch.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58227

Abstract

This research aims to analyzing TikTok content marketing in the 2024 Presidential Election, focusing on Gen-Z in Manado. Using qualitative research methods, the study investigates how various content strategies impact voter engagement and decision-making. The findings reveal that effective content strategies, such as consistent posting frequency, engaging content styles, and meaningful user interaction, play pivotal roles in shaping audience engagement and perceptions. Follower growth serves as an important indicator of a candidate's popularity and credibility, yet it is not the sole determinant of voting decisions among Gen-Z. Engagement metrics like likes, shares, comments, and user interaction provide valuable insights into the effectiveness of the candidates' digital marketing efforts. Ultimately, successful TikTok content marketing requires a deep understanding of Gen-Z's preferences and behaviors, enabling candidates to create messages that resonate and influence this demographic. By utilizing these strategies, candidates can enhance their visibility and appeal, and potentially influencing the voting decisions of Gen-Z in Manado.   Keyword: Content Marketing, Digital Marketing Strategies, Political Campaigns
THE EFFECT OF PERCEIVED VALUE, CUSTOMER ENGAGEMENT, AND SOCIAL INFLUENCE ON PURCHASE INTENTION OF VIRTUAL ITEMS IN MOBILE LEGENDS: BANG BANG AMONG GENERATION Z Tene, Prilly Ferent Claudysa; Tumbuan, Willem J. F. A.; Gunawan, Emilia M.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58231

Abstract

Despite its popularity, Mobile Legends has experienced a decline in in-app purchase revenue since 2021, emphasizing the need to understand the factors effecting purchase intentions among players especially Z Generation as the primary target market due to their high engagement with gaming and prone to spending on virtual items. This study aims to know the effect of perceived value, customer engagement, and social influence on purchase intention of virtual items in Mobile Legends among Gen Z. Utilized a quantitative research method through an online questionnaire targeted at Generation Z used purposive sampling method with a sample of respondents 107 Mobile Legends players across Indonesia and were analyzed using multiple linear regression. This study indicated that perceived value, customer engagement, and social influence had a significant positive effect on the purchase intention of virtual items Mobile Legends among Generation Z, both partially and simultaneously.    Keyword: Perceived Value, Customer Engagement, Social Influence, Purchase Intention
THE IMPACT OF BRAND AWARENESS AND PERCEIVED QUALITY ON GREEN COSMETICS PURCHASE INTENTION IN MANADO Lala, Ryanna Jasmine; Tulung, Joy E.; Wangke, Shinta J. C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58233

Abstract

This study examines the relationship between brand awareness and perceived quality on purchase intention among users of green cosmetics. Using a quantitative approach, data was collected through questionnaires and observations. The research instruments were tested for validity and reliability. Multiple linear regression, hypothesis testing, and classical assumptions were applied to analyze the data. The results show that brand awareness has a positive and significant effect on purchase intention. Additionally, perceived quality also has a positive and significant effect on purchase intention. Furthermore, the simultaneous effect of brand awareness and perceived quality on purchase intention is also significant. The study concludes that brand awareness and perceived quality simultaneously influence purchase intention among users of green cosmetics. It is recommended that green cosmetics companies focus on increasing brand awareness and perceived quality to increase purchase intention among their target audience.   Keyword: Green Cosmetics, Brand Awareness, Perceived Quality, Purchase Intention
THE INFLUENCE OF ENHYPEN AS A BRAND AMBASSADOR AND ELECTRONIC WORD-OF-MOUTH (EWOM) ON PURCHASE DECISION TOWARDS NABATI PRODUCT (A STUDY AMONG @NABATI_ID INSTAGRAM FOLLOWERS) Kalumata, Lisy Militia Christy Gracia; Mangantar, Maryam; Tumewu, Ferdinand
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58234

Abstract

This research aimed to analyze The Influence of ENHYPEN as a Brand Ambassador and Electronic Word-of-Mouth (eWOM) on Purchase Decision towards Nabati Product, simultaneously or partially. The research variables consist of X1 which is Brand Ambassador, X2 which is Electronic Word-of-Mouth (eWOM0, and Y which is Purchase Decision. Data resource is from primary data, obtained from the questionnaire distribution with Likert scale. The sample of this research was Engenes (ENHYPEN fans) who are following @nabati_id on Instagram and those who already purchased Nabati, with the total 100 respondents. The test instruments are Validity and Reliability Test using SPSS 29. Technique analysis using Multiple Linear Regression Analysis, Classical Assumption Test, and Hypothesis Test. The result showed that ENHYPEN as a Brand Ambassador has a significant influence towards Purchase Decision, as well as Electronic Word-of-Mouth also has a significant influence on Purchase Decision. Both Brand Ambassador and Electronic Word-of-Mouth have a positive influence towards Purchase Decision.   Keywords: Brand Ambassador, Electronic Word-of-Mouth, eWOM, Purchase Decision

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123 Vol 3, No 3 (2015): Jurnal EMBA, HAL 1004 - 1125 Vol 3, No 2 (2015): Jurnal EMBA, HAL 1008 - 1123 Vol 3, No 1 (2015): Jurnal EMBA, HAL 1204- 1323 Vol 3, No 1 (2015): Jurnal EMBA, HAL 1072- 1203 Vol 3, No 3 (2015): Jurnal EMBA, HAL 878 - 1003 Vol 3, No 2 (2015): Jurnal EMBA, HAL 884- 1007 Vol 3 (2015): Jurnal EMBA, HAL 1126 - 1265 Vol 3, No 1 (2015): Jurnal EMBA, HAL 951- 1071 Vol 3, No 3 (2015): Jurnal EMBA, HAL 744 - 877 Vol 3, No 3 (2015): Jurnal EMBA, HAL 608 - 743 Vol 3, No 3 (2015): Jurnal EMBA, HAL 483 - 607 Vol 3, No 3 (2015): Jurnal EMBA, HAL 363 - 482 Vol 3, No 3 (2015): Jurnal EMBA, HAL 241 - 362 Vol 3, No 3 (2015): Jurnal EMBA, HAL 119 - 240 Vol 3, No 3 (2015): Jurnal EMBA, HAL 001 - 118 Vol 3, No 2 (2015): Jurnal EMBA, HAL 758- 883 Vol 3, No 2 (2015): Jurnal EMBA, HAL 629- 757 Vol 3, No 2 (2015): Jurnal EMBA, HAL 375-499 Vol 3, No 2 (2015): Jurnal EMBA, HAL 247- 374 Vol 3, No 2 (2015): Jurnal EMBA, HAL 124- 246 Vol 3, No 1 (2015): Jurnal EMBA, HAL 841- 950 Vol 3, No 1 (2015): Jurnal EMBA, HAL 717- 840 Vol 3, No 1 (2015): Jurnal EMBA, HAL 592- 716 Vol 3, No 1 (2015): Jurnal EMBA, HAL 474- 591 Vol 3, No 1 (2015): Jurnal EMBA, HAL 358- 473 Vol 3, No 1 (2015): Jurnal EMBA, HAL 231- 357 Vol 3, No 1 (2015): Jurnal EMBA, HAL 118- 230 Vol 3, No 1 (2015): Jurnal EMBA, HAL 001- 117 Vol 3 (2015): Jurnal EMBA, HAL 500- 628 Vol 2, No 3 (2014): Jurnal EMBA, HAL 1686 - 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726 Vol 2, No 3 (2014): Jurnal EMBA, HAL 477 - 597 Vol 2, No 3 (2014): Jurnal EMBA, HAL 361 - 476 Vol 2, No 3 (2014): Jurnal EMBA, HAL 236 - 360 Vol 2, No 3 (2014): Jurnal EMBA, HAL 116 -235 Vol 2, No 3 (2014): Jurnal EMBA, HAL 001 - 115 Vol 2, No 2 (2014): Jurnal EMBA, HAL 841-965 Vol 2, No 2 (2014): Jurnal EMBA, HAL 716-840 Vol 2, No 1 (2014): Jurnal EMBA, HAL 595-715 Vol 2, No 1 (2014): Jurnal EMBA, HAL 470 - 594 Vol 2, No 1 (2014): Jurnal EMBA, HAL 353 - 469 Vol 2, No 1 (2014): Jurnal EMBA, HAL 234 - 352 Vol 2, No 1 (2014): Jurnal EMBA, HAL 124 - 233 Vol 2, No 1 (2014): Jurnal EMBA, HAL 01 - 122 Vol 2, No 4 (2014): Jurnal EMBA, HAL 1- 116 Vol 1, No 4 (2013): Jurnal EMBA, HAL 2264 - 2381 Vol 1, No 4 (2013): Jurnal EMBA, HAL 2143 - 2263 Vol 1, No 4 (2013): Jurnal EMBA, HAL 2015 - 2142 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1892 - 2014 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1770 - 1891 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1650 - 1768 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1533 - 1649 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1406 - 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475 Vol 1, No 3 (2013): JURNAL EMBA, HAL 339-445 Vol 1, No 3 (2013): Jurnal EMBA, HAL 233 - 354 Vol 1, No 3 (2013): JURNAL EMBA, HAL 230-338 Vol 1, No 3 (2013): Jurnal EMBA, HAL 118 - 232 Vol 1, No 3 (2013): JURNAL EMBA, HAL 110-229 Vol 1, No 3 (2013): Jurnal EMBA, HAL 001 - 117 Vol 1, No 4 (2013): Jurnal EMBA, HAL 1 - 115 Vol 1, No 3 (2013): JURNAL EMBA, HAL 1-109 Vol 1, No 4 (2012): Jurnal EMBA, HAL 116 - 234 More Issue