Garuda - Garba Rujukan Digital

Mengonstruksi Loyalitas Konsumen Melalui Servicescape dan Experiential Marketing: Studi Kasus Kualitatif pada Esports Kafe di Makassar Hery Maulana Arif
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

Pertumbuhan industri esports di Indonesia telah mendorong transformasi warnet menjadi esports café modern yang tidak hanya menyediakan fasilitas bermain gim berperforma tinggi, tetapi juga menjadi ruang sosial komunitas gamer. Penelitian ini bertujuan menganalisis peran servicescape dan experiential marketing dalam membangun community attachment dan loyalitas pelanggan pada esports café di Kota Makassar. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus melalui observasi lapangan dan wawancara semi-terstruktur terhadap delapan pelanggan aktif di beberapa esports café di Makassar. Data dianalisis menggunakan analisis tematik refleksif. Hasil penelitian menunjukkan bahwa loyalitas pelanggan tidak hanya dipengaruhi oleh kualitas perangkat dan stabilitas internet, tetapi juga oleh pengalaman emosional, kenyamanan atmosferik, serta interaksi sosial dalam komunitas gamer. Turnamen lokal dan hubungan interpersonal antara pelanggan dan staf kafe turut memperkuat community attachment sehingga mengurangi kecenderungan pelanggan berpindah ke kompetitor. Penelitian ini menegaskan bahwa keberhasilan esports café bergantung pada kemampuan pengelola mengintegrasikan kualitas teknologi dengan pengalaman sosial dan emosional pelanggan melalui strategi dual-pathway design.

Consumer Perceptions of Dynamic Pricing in the Electronics Industry: A Case in Makassar City Hery Maulana Arif
Journal Management & Economics Review (JUMPER) Vol. 3 No. 9 (2026): March
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i9.674

Dynamic pricing has proliferated across global electronics retail, yet consumer responses to this practice remain critically underexplored in emerging economies. This qualitative study examines consumer perceptions of dynamic pricing in Makassar City's electronics retail sector, conducted through 27 in-depth interviews and 7 focus group discussions involving 76 participants, and analyzed using reflexive thematic analysis. Five interconnected themes emerged: (1) fragmented awareness—consumers recognize price fluctuations but misattribute them to external economic forces rather than deliberate retailer strategies; (2) conditional fairness—cost-justified variations are acceptable, whereas opaque algorithmic personalization triggers strong unfairness judgments; (3) emotional ambivalence oscillating between excitement at price decreases and betrayal at unexpected increases; (4) strategic decision paralysis manifesting as purchase postponement and compulsive price monitoring; and (5) systematic trust erosion transforming loyal customers into price-sensitive switchers and generating retaliatory negative word-of-mouth. The study introduces the "ignorance dividend"—temporary retailer advantages derived from consumer unawareness that carry substantial latent backlash risks as digital literacy spreads—and documents a dynamic pricing paradox wherein algorithmic optimization paradoxically contracts rather than expands demand. A digital literacy divide further creates de facto price discrimination, favoring sophisticated consumers while leaving vulnerable populations subject to unrecognized exploitation. Theoretically, this research challenges the universality of Western fairness models, demonstrating that fairness perceptions are fundamentally context-dependent and culturally contingent. Practically, the findings call for transparency-enhancing pricing strategies and regulatory frameworks that address information asymmetries in digitally-mediated commerce, affirming that sustainable competitive advantage derives from trust-based relationships rather than short-term algorithmic exploitation.

From Crisis Adoption to Behavioral Continuity: Online Shopping Behavior of Indonesian Silver Consumers Hery Maulana Arif
Journal Management & Economics Review (JUMPER) Vol. 3 No. 11 (2026): May
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i11.1007

The COVID-19 pandemic accelerated the global transition from conventional retail to digital commerce due to lockdowns and health concerns. This shift was particularly significant among silver consumers aged 55 years and above, many of whom adopted online shopping for the first time to access essential goods and services. Despite increasing digital adoption among older adults, existing studies mainly focus on younger generations and rarely examine the complete pre-purchase process, including product search and evaluation. This study aims to analyze the persistence of online shopping behavior among elderly consumers in the post-pandemic period and identify the psychological and technological factors influencing long-term digital adoption. A longitudinal prospective cohort approach is proposed by tracking silver consumers over 12–24 months using digital diaries, browser tracking, and periodic surveys. The findings indicate a substantial increase in online shopping frequency, digital payment adoption, and consumer intention to continue using e-commerce platforms after the pandemic. More than 75% of new online shoppers reported continued interest in digital purchasing behavior. The study concludes that digital trust, perceived security, and ease of platform use are critical factors sustaining online shopping continuity among elderly consumers, contributing to the emergence of a hybrid “new normal” consumption pattern.

Social Media Analytics and Consumer Behavior in Digital Fashion: A Narrative Review of Data-Driven Marketing Strategies Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.423

The rapid growth of social media in the digital era has fundamentally transformed fashion marketing and consumer engagement, enabling businesses to adopt more personalized and data-driven strategies. Despite the expanding availability of big data, many organizations continue to face challenges in translating social media information into meaningful strategic insights. This article presents a narrative review of recent empirical and conceptual studies to examine how data analytics, Artificial Intelligence (AI), and predictive modeling are being applied to optimize fashion marketing performance within digital environments. The review synthesizes findings from peer-reviewed literature on Natural Language Processing (NLP), Latent Dirichlet Allocation (LDA), sentiment analysis, Game Theory, and machine learning algorithms, including XGBoost and Random Forest. Evidence drawn from reviewed studies indicates a significant positive relationship between digital engagement indicators and sales performance, with predictive models achieving accuracy rates as high as 94.73% in identifying high-engagement content (Ju, 2024). Game Theory modeling further suggests that sustained aggressive social media engagement strategies can yield a competitive market share advantage of approximately 30% over passive competitors under certain conditions (Ju, 2024). However, the reviewed literature consistently identifies a “personalization–privacy paradox,” in which highly personalized marketing strategies may simultaneously increase consumer discomfort regarding privacy and data usage. This review concludes that data analytics and AI have become critical instruments in the transition from mass marketing toward micro-targeting approaches in fashion. Sustainable success in digital fashion marketing depends on balancing technological innovation, ethical transparency, and human creativity to maintain long-term consumer trust and competitive advantage.

Social Commerce and Gender Narratives: How Female Entrepreneurs Build Brand Trust Through Live Streaming Wiwin Riski Windarsari; Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 4 (2026): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.434

The rapid growth of live-streaming commerce has transformed social commerce into a highly interactive and emotionally driven digital marketplace. While existing studies primarily explain consumer trust through technological affordances, interactivity, and purchase intention, limited attention has been given to the relational and gendered dimensions of trust construction in live-streaming environments. This study aims to explore how female entrepreneurs build brand trust through gender narratives during live-streaming commerce activities. Adopting a qualitative interpretive approach, this research collected data through semi-structured interviews, live-streaming observations, and digital content documentation involving 12 female entrepreneurs actively conducting live-streaming sales on TikTok Live, Shopee Live, and Instagram Live. The data were analyzed using thematic analysis inspired by the Gioia methodology. The findings reveal that brand trust is constructed through five major dimensions: authenticity through everyday storytelling, relational intimacy, emotional labor, gendered credibility, and trust through real-time interaction. Female entrepreneurs strategically utilized emotional engagement, caring communication, authenticity performance, and relational storytelling to cultivate audience trust and emotional closeness. The study further demonstrates that trust in live-streaming commerce is socially negotiated and performatively enacted rather than merely generated through transactional mechanisms. Theoretically, this study extends the social commerce literature by integrating perspectives from emotional labor, parasocial interaction, authenticity performance, and gender studies into the analysis of digital trust formation. Practically, the findings highlight the importance of relational communication and emotionally meaningful engagement in strengthening brand trust within contemporary social commerce ecosystems.

Between Algorithm and Adat: How Bugis-Makassar MSMEs Negotiate AI Marketing Through the Lens of Siri' na Pacce Hery Maulana Arif; Wiwin Riski Windarsari
Economics and Business Journal (ECBIS) Vol. 4 No. 3 (2026): March
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i3.308

The rapid proliferation of AI-powered marketing technologies in emerging markets poses a fundamental challenge to culturally-grounded micro, small, and medium enterprises (MSMEs): how can algorithmic imperatives be reconciled with indigenous value systems that define not only business practice but collective identity? Despite growing research on both AI adoption in SMEs and indigenous knowledge preservation, scholarship rarely examines how traditional values actively mediate rather than merely moderate commercial technology adoption. This study addresses that gap by investigating how MSMEs in Makassar City, Indonesia, negotiate AI marketing integration while preserving siri’ na pacce, the Bugis-Makassar philosophical framework centred on dignity (siri’) and solidarity (pacce). Employing interpretive phenomenology integrated with Community-Based Participatory Research (CBPR), the study conducted 23 in-depth interviews and three focus group discussions with 44 MSME owners and key personnel across traditional culinary, artisan craft, ethnic fashion, and digital service sectors. Template analysis generated four overarching themes: (1) value-based technology discernment, wherein siri’ na pacce operates as an active epistemological filter for evaluating AI tools; (2) strategic selective adoption, wherein enterprises accept algorithmically aligned functions while rejecting culturally incompatible features; (3) cultural indigenization of technology, wherein AI systems are actively reoriented toward communal rather than individualistic ends; and (4) constrained agency under platform power, wherein algorithmic visibility systems penalise cultural non-conformity with market exclusion. These findings challenge technological determinism and advance decolonial computing theory by demonstrating that indigenous values simultaneously enable epistemological agency and are constrained by structural power asymmetries, a duality insufficiently theorised in prior technology adoption frameworks. The study calls for regulatory frameworks establishing indigenous data sovereignty, participatory AI co-design with local communities, and cooperative digital infrastructure as conditions for authentic, rather than performative, cultural integration.

Consumer Trust In Influencer-Based Digital Marketing: A Qualitative Study Among Beauty Product Consumers In Makassar City Isma Azis Riu; Irsan Radjab; Hery Maulana Arif; M. Ilham Wardhana Haeruddin; Nurul Fadilah Aswar
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.378

Influencer marketing has emerged as a dominant strategy within the digital marketing landscape, particularly in the Indonesian beauty industry. This study investigates how consumers in Makassar City develop and sustain trust in influencer-based marketing content on social media platforms. Employing a qualitative descriptive approach, in-depth semi-structured interviews were conducted with 20 purposively selected participants who actively consume beauty content on Instagram, TikTok, and YouTube. Data were analyzed using thematic analysis encompassing open coding, axial coding, and selective coding procedures. The findings reveal five core themes: (1) authenticity as the primary driver of trust formation; (2) the negative impact of excessive commercialization on perceived credibility; (3) the role of influencer expertise and product knowledge in legitimizing recommendations; (4) parasocial relationships as amplifiers of emotional attachment and brand loyalty; and (5) consumer skepticism as an emerging critical evaluation strategy. The study demonstrates that trust remains the central mediating variable linking influencer characteristics to purchase intentions. Consumers exhibit nuanced evaluation behaviors, distinguishing between genuine advocacy and sponsored content. The research contributes theoretically by integrating Source Credibility Theory, Parasocial Interaction Theory, and the Trust-Commitment Theory within the influencer marketing context. Managerially, the findings suggest that brands should prioritize authentic, transparent, and expertise-driven influencer collaborations rather than high-volume promotional campaigns.

Employee Adaptation To Artificial Intelligence In The Workplace: A Phenomenological Study In South Sulawesi Companies Tenri Sayu Puspitaningsih Dipoatmodjo; Burhanuddin; Hery Maulana Arif
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.379

The rapid integration of Artificial Intelligence (AI) into organizational systems has transformed workplace dynamics, employee responsibilities, and patterns of human labor. Although AI implementation improves operational efficiency and productivity, it also creates psychological and professional challenges for employees adapting to technological change. This study aims to explore the lived experiences, emotional responses, and adaptation strategies of employees in South Sulawesi companies undergoing AI-driven digital transformation. This research employed a qualitative phenomenological approach. Data were collected through in-depth semi-structured interviews with 20 participants from the banking, manufacturing, retail, technology, and service sectors in South Sulawesi, Indonesia. Participants were selected using purposive sampling based on direct exposure to AI systems and a minimum of 1.5 years of work experience. The data were analyzed using thematic analysis to identify recurring patterns and meanings related to employee adaptation. The findings revealed six major themes: AI as a tool for improving efficiency and productivity, fear of job displacement and career uncertainty, the importance of continuous learning and digital skill development, the role of organizational support and leadership communication, the emergence of human–AI collaboration, and varied psychological responses to technological change. Employees who received organizational support and training demonstrated greater adaptability and confidence in responding to AI implementation. The study emphasizes the importance of human-centered change management strategies that prioritize psychological safety, transparent communication, and continuous digital training. This research contributes to the limited phenomenological literature on AI adaptation in Indonesia and provides practical implications for human resource management and organizational behavior in the era of digital transformation.

Komunitas Dota 2 Sebagai Digital Brand Community Di Makassar: Studi Netnografi Tentang Loyalitas Merek, Customer Engagement, Dan Konsumsi Esports Hery Maulana Arif
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 4 No 1 (2026): Juni
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v4i1.1009

This study aims to analyze the DOTA 2 community in Makassar as a form of digital brand community that facilitates the formation of brand loyalty, customer engagement, and local esports consumption. Using a qualitative method with a netnography approach adapted from the Kozinets framework, this study examines the online and offline interactions of DOTA 2 players in Makassar. Data collection was conducted through daily participatory observation, digital document analysis, and in-depth interviews with six key informants who are active in social media groups, Ditusi Gaming Store Discord servers, and cybercafé networks in Makassar between 2024 and 2026. The results of the analysis show that loyalty to DOTA 2 is constructed collectively through consciousness of kind and oppositional loyalty to mobile games. Interactions within South East Asian servers, which are fraught with toxicity and conflict, paradoxically function as a mechanism to strengthen group boundaries and accelerate knowledge sharing in the form of tacit and explicit tactics. Esports consumption is driven by escapism motives, the search for tactical knowledge, and competitive drama, and is supported by local economic transaction infrastructure such as the Ditusi Gaming Store. Theoretically, this research contributes to consumer culture by explaining how antagonistic consumption can sustain the sustainability of brand communities. The managerial implications suggest that marketers position themselves as cultural stewards rather than the absolute owners of commercial brands.

Title

Found 9 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 9 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 9 Documents
Search