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Journal of Management and Business Innovation (JOMBINOV)
Published by CV. Vocezmi Learnov
ISSN : -     EISSN : 31236464     DOI : -
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
The Journal of Management and Business Innovation (JOMBINOV) is a scientific journal published by CV. Vocezmi Learnov. JOMBINOV focuses on the development of knowledge and professional practices in the field of management and business. This journal serves as a publication platform for academics, researchers, and practitioners to disseminate research, theoretical studies, and innovations relevant to modern business development. The scope of JOMBINOV includes modern management, business innovation, digital marketing, digital finance, e-commerce, human resource management, entrepreneurship, MSME development, and technologies that support business transformation. JOMBINOV employs a multidisciplinary approach to foster the advancement of science, technology, and management practices in the digital era. JOMBINOV uses double-blind peer review, is published four times a year (March, June, September, and December), and uses an open access system. Each article is checked with Mendeley and Turnitin to ensure originality and academic integrity. This journal accepts manuscripts in English and provides writing templates through its official website.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 22 Documents
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Marketing Strategy Analysis in Increasing the Decision to Become a Life Insurance Customer at PT. AIA Chandra Utama Agency Katarina; Yosefina K.I.D.D Dhae; Dominikus K.T Aman
Journal of Management and Business Innovation Journal of Management and Business Innovation (JOMBINOV): Volume 02, No 02, June 2026
Publisher : CV. Vocezmi Learnov

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65792/jombinov.v2i2.48

Abstract

This study aims to analyze the marketing strategy implemented by PT. AIA Chandra Utama Agency and the supporting and inhibiting factors of the marketing strategy in increasing the decision to become a life insurance customer. This research uses a qualitative descriptive method. The informants consisted of 1 leader, 5 agents, 5 customers, and 5 non-customers, totaling 16 informants. Data collection techniques were conducted through interviews, observation, and documentation. Data analysis used an interactive model including data reduction, data presentation, and conclusion drawing. PT. AIA Chandra Utama Agency implements targeted marketing strategies through market segmentation, target market selection, and market positioning. The company also applies direct selling, earned media through social media, and point of purchase strategies through public events. The company applies the service marketing mix (7P) including product, price, place, promotion, people, process, and physical evidence. This research contributes to service marketing theory by strengthening understanding of marketing strategy implementation in the life insurance industry in Eastern Indonesia, an underexplored context. It expands the marketing mix concept in relation to customer decisions in the Eastern Indonesian cultural context. The findings provide input for companies to evaluate and improve marketing strategies, and serve as consideration for designing more effective strategies according to the characteristics of the Kupang City community. The research is limited to one agency in Kupang City using a qualitative approach, so results cannot be generalized. Future research could compare multiple insurance companies or use quantitative methods.
Evaluating the Impact of Capacity Building on Sustainability Adherence Among Tourism Enterprises in Kenya Ruth Kimaiga; Anthony Pepela
Journal of Management and Business Innovation Journal of Management and Business Innovation (JOMBINOV): Volume 02, No 02, June 2026
Publisher : CV. Vocezmi Learnov

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65792/jombinov.v2i2.49

Abstract

This study investigates how capacity building enables tourism enterprises in Kenya to translate external sustainability pressures into firm-level sustainability practices. The research specifically examines the relationship between capacity-building interventions and sustainability adherence within the tourism sector in a developing-country context. The study employed a descriptive survey research design targeting 17,654 registered tourism enterprises in Kenya. A sample of 396 enterprises was selected using probability-proportional-to-size sampling. Data were analyzed using descriptive statistics and regression analysis. The research instrument demonstrated high reliability (Cronbach’s α = 0.908). Grounded in Institutional Theory and Dynamic Capabilities Theory, the study extends theoretical understanding by demonstrating that external institutional pressures alone are insufficient to ensure sustainability adherence without internal organizational capacity. The study also operationalizes Dynamic Capabilities Theory within the context of sustainable tourism in emerging economies. The findings identify capacity building as a critical driver of sustainability compliance. The study recommends shifting from enforcement-oriented approaches toward incentivized training, knowledge development, and organizational capability enhancement to improve sustainability performance in tourism enterprises. The study focuses solely on tourism enterprises in Kenya, limiting broader generalization. However, the findings provide important empirical evidence for future sustainability research and policy development in emerging economies.

Page 3 of 3 | Total Record : 22

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