Article Per Year (5 Year)
p-Index From 2021 - 2026
0.562
P-Index
This Author published in this journals
All Journal (JUMPER) MAXIMAL META - JOURNAL
Isma Azis Riu
Universitas Negeri Makassar, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Economics, Econometrics & Finance Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Makna Kecantikan dan Perilaku Konsumsi Produk Skincare pada Perempuan Generasi Z di Kota Makassar: Sebuah Studi Fenomenologi Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 5 (2026): Juni
Publisher : Maximal Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya dan Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Industri skincare di Indonesia mengalami pertumbuhan eksponensial dalam satu dekade terakhir, dengan Generasi Z sebagai segmen konsumen yang paling dinamis dan berpengaruh. Namun, pemahaman mendalam tentang bagaimana perempuan muda Gen Z di kota-kota di luar Jakarta, khususnya Makassar sebagai pusat metropolitan Kawasan Timur Indonesia, memaknai kecantikan dan membentuk perilaku konsumsi skincare mereka masih sangat terbatas. Penelitian ini mengeksplorasi konstruksi makna kecantikan dan dinamika perilaku konsumsi produk skincare pada perempuan Generasi Z di Kota Makassar melalui pendekatan kualitatif fenomenologis. Data dikumpulkan dari sepuluh informan perempuan berusia 19–25 tahun melalui wawancara mendalam, observasi partisipatif, dan dokumentasi. Analisis data menggunakan model Miles, Huberman, dan Saldaña (2014) dengan dukungan triangulasi sumber dan member checking untuk menjamin keterpercayaan temuan. Hasil penelitian mengidentifikasi enam tema utama: (1) konstruksi makna kecantikan yang bersifat plural dan kontekstual; (2) motivasi konsumsi yang digerakkan oleh faktor intrinsik dan ekstrinsik; (3) proses pengambilan keputusan pembelian yang dimediasi media sosial; (4) peran sentral beauty influencer dalam membentuk preferensi produk; (5) skincare sebagai penanda identitas diri dan status sosial; serta (6) hambatan dan dilema konsumsi yang dihadapi perempuan muda. Temuan menunjukkan bahwa makna kecantikan bagi Gen Z Makassar merupakan konstruksi sosial yang kompleks, terbentuk dari persilangan antara nilai budaya lokal, standar kecantikan global, dan narasi self-love kontemporer. Penelitian ini berkontribusi pada literatur pemasaran, sosiologi konsumsi, dan studi gender dalam konteks Indonesia Timur.
Consumer Pre-Purchase Behavior in Indonesian Digital Commerce Isma Azis Riu
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.786

Abstract

The rapid expansion of digital commerce platforms in Indonesia has fundamentally reshaped how consumers engage with the pre-purchase phase of their decision-making journey. While scholarly attention has gravitated predominantly toward post-purchase outcomes, satisfaction, loyalty, and return behavior, the lived cognitive and evaluative experiences of consumers before purchase commitment remain comparatively underexplored, particularly in Southeast Asian market contexts. This study employs a qualitative research design, drawing on semi-structured in-depth interviews with twenty-four purposively selected digital commerce users across five major Indonesian cities, to illuminate the meaning-making processes, heuristic strategies, and credibility evaluation behaviors that characterize consumer engagement with price comparison tools and online review platforms. Guided by consumer decision-making theory, information processing theory, and the elaboration likelihood model, the analysis generates four overarching themes: (1) multi-platform search as a reflexive navigational practice; (2) price comparison tool usage as cognitive load management; (3) online reviews as primary trust anchors; and (4) fake review detection as a form of consumer digital literacy. These findings offer nuanced theoretical contributions to the pre-purchase behavioral literature and carry substantive implications for digital platform design and electronic word-of-mouth strategy in emerging markets.
Beyond Trial And Error: Hybrid Strategies And Practical Learning In The Digital Marketing Adoption By Culinary Entrepreneurs In Makassar Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 5 (2026): June
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.441

Abstract

This qualitative study investigates how culinary micro, small, and medium enterprises (MSMEs) in Makassar, Indonesia, learn, adopt, and integrate digital marketing strategies into their business operations. Drawing on an integrated theoretical framework combining the Technology Acceptance Model (TAM) and Entrepreneurial Learning theory, the study examines three distinct business segments: traditional food stalls (warung), home-based MSMEs, and small cafes. Using purposive sampling with 15–20 informants, data were collected through semi-structured in-depth interviews and participatory observation, and then analyzed thematically. Findings reveal that digital adoption is not a linear, rational decision but rather a dynamic journey driven by survival needs, pragmatic learning, and informal social networks. Key themes include experience-based digital learning, resource constraints, platform algorithm dependence, informal knowledge-sharing networks, and the emergence of hybrid marketing strategies. The study concludes with managerial implications offering practical, actionable guidance directly applicable to culinary business owners navigating the rapidly evolving digital landscape.
Co-Authors