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All Journal PINISI Discretion Review JEKPEND Jurnal Ekonomi dan Pendidikan Business Research and Administration Innovation (BRAIN)
Muhammad Novrizal Ramadhan
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Digital Trust sebagai Kunci Peningkatan Minat Beli pada Marketplace: Studi Kasus Pengguna Lazada di Makassar Fahrian Arsyam Gultom; Zulfikar Zulfikar; Muhammad Novrizal Ramadhan
JEKPEND: Jurnal Ekonomi dan Pendidikan Vol 9, No 1 (2026): Januari
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jekpend.v9i1.83728

Abstract

Ekspansi pesat lanskap e-commerce di Indonesia telah memicu persaingan yang ketat antar marketplace, sehingga menempatkan minat beli konsumen (purchase intention) sebagai metrik krusial bagi kesuksesan platform. Di tengah pergeseran ini, kepercayaan digital tetap menjadi perhatian utama, yang sebagian besar dipicu oleh kekhawatiran konsumen yang terus berlangsung terkait keamanan transaksi. Penelitian ini menginvestigasi pengaruh persepsi kemudahan penggunaan (perceived ease of use) dan persepsi keamanan (perceived security) terhadap minat beli, dengan kepercayaan (trust) sebagai variabel intervening pada pengguna Lazada di Makassar. Menggunakan desain penelitian kuantitatif eksplanatori, data dikumpulkan dari 100 responden yang dipilih melalui teknik purposive sampling dan dianalisis menggunakan Structural Equation Modeling (SEM-PLS). Hasil penelitian mengungkapkan bahwa meskipun kemudahan penggunaan dan keamanan secara signifikan meningkatkan kepercayaan pengguna, dampak langsung keduanya terhadap minat beli menunjukkan perbedaan yang nyata. Secara spesifik, kemudahan penggunaan dan kepercayaan bertindak sebagai pendorong langsung yang kuat, sedangkan pengaruh langsung dari keamanan ditemukan relatif lebih lemah. Hasil ini menunjukkan bahwa kepercayaan berfungsi sebagai jembatan kritis yang menghubungkan atribut teknis platform dengan tindakan nyata konsumen, di mana model secara keseluruhan mampu menjelaskan 55,5% varians pada minat beli. Pada akhirnya, penelitian ini menggarisbawahi perlunya para praktisi e-commerce untuk bergerak melampaui sekadar fungsionalitas dasar, dengan memprioritaskan kegunaan sistem (usability) yang diiringi oleh langkah-langkah keamanan yang transparan guna menumbuhkan kepercayaan pengguna yang berkelanjutan.
The Dominant Role of Consumer Perception in Urban Farming Housing Purchase Intention Zulfikar Zulfikar; Muhammad Novrizal Ramadhan; Fahrian Arsyam Gulthom
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.82820

Abstract

Urban farming housing has emerged as an innovative approach to address urban environmental challenges and limited green spaces in rapidly growing cities such as Makassar, Indonesia. Despite its potential, consumer acceptance of this housing concept remains relatively low. This study aims to analyze the influence of knowledge, perception, and attitude on consumer purchase intention toward urban farming housing in Makassar. A quantitative approach was applied using survey data collected from 202 respondents. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that knowledge significantly affects perception (β = 0.362, p < 0.01) but does not significantly influence attitude or purchase intention. Perception, on the other hand, significantly affects both attitude (β = 0.797, p < 0.01) and purchase intention (β = 0.622, p < 0.01), making it the most dominant factor in the model. Meanwhile, attitude does not have a significant influence on purchase intention (β = 0.204, n.s.), indicating that consumers' behavioral decisions are not solely shaped by positive attitudes. These findings differ from the assumptions of the Theory of Planned Behavior (TPB), suggesting that perception plays a more decisive role in explaining purchase intention than attitude. This study contributes to the literature by providing empirical evidence that challenges the conventional TPB model in the context of sustainable housing. Practically, the findings suggest that housing developers should focus on enhancing consumer perception through environmental education, experiential marketing, and sustainability-based branding strategies.
Service Innovation and Public Service Quality: Evaluating the RUMAH LANGIT Educational Program in Sidenreng Rappang Regency Aris Baharuddin; Rezal Hadi Basalamah; Andi Muhammad Rivai; Muhammad Novrizal Ramadhan
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.86084

Abstract

This research was conducted to examine the implementation of the RUMAH LANGIT service innovation program and to evaluate its contribution toward improving public service quality in Sidenreng Rappang Regency. Quantitative approaches were employed through questionnaire-based data collection involving respondents associated with program implementation. Findings demonstrate that implementation of service innovation was perceived positively based on dimensions consisting of relative advantage, compatibility, complexity, trialability, and observability. Assessment of public service quality also produced favorable results across tangible, reliability, responsiveness, assurance, and empathy indicators. Statistical analysis further confirmed that service innovation exerts a positive and significant influence on public service quality. Findings indicate that innovation-based educational services possess substantial potential in strengthening educational accessibility, improving institutional effectiveness, and increasing community satisfaction regarding public educational service delivery.
Profiling Green Property Consumers: A Demographic Analysis of Purchase Intention for Residential Units with Urban Farming Concepts in Makassar City Zulfikar; Muhammad Novrizal Ramadhan
Business Research and Administration Innovation Vol. 3 No. 1 (2026): BRAIN - APRIL
Publisher : Fakultas Ilmu Sosial dan Hukum

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32457/brain.v3i1.63

Abstract

Although the trend toward environmentally friendly housing (green property) continues to rise, mass marketing strategies often prove ineffective due to highly heterogeneous consumer preferences. This study aims to dissect the demographic characteristics of consumers in Makassar City and analyze how differences in age and educational attainment influence their knowledge, perceptions, attitudes, and purchase intentions regarding housing concepts integrated with urban farming. Utilizing data from 196 respondents, this research applies comparative descriptive analysis and Multi-Group Analysis (MGA) via SEM-PLS. The findings reveal a clear polarization in preferences: the young productive age group (20–29 years old) and highly educated consumers (Bachelor's/Postgraduate degree holders) possess significantly higher ecological literacy and perceived benefits compared to other groups. These results challenge conventional market assumptions and provide actionable insights for property developers to execute precision niche marketing strategies based on demographics in Makassar City.
Co-Authors Aris Baharuddin Fahrian Arsyam Gulthom Fahrian Arsyam Gultom Rezal Hadi Basalamah Rivai, Andi Muhammad Zulfikar Zulfikar Zulfikar