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All Journal Hasanuddin Economics and Business Review SEIKO : Journal of Management & Business International Journal of Elementary Education Jambura Agribusiness Journal Jurnal Informasi dan Teknologi Economics and Digital Business Review Jurnal Kewarganegaraan International Journal of Engineering, Science and Information Technology International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Minfo Polgan (JMP) Economics and Business Journal Journal of Contemporary Administration and Management (ADMAN) Journal of Social Science and Business Studies Southeast Asia Journal of Business, Accounting, and Entrepreneurship Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Technopreneurship and Educational Development Review (TENDER) Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi
Mustafa, Fahrina
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Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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The Effect of Celebrity Endorsement on Repurchase Intention With Brand Attitude, Brand Credibility, and Brand Image as Intervening Variables on Product Somethinc Arismunandhar Sunarwia, Atdriansyah; Rahman Kadir, Abdul; Maming, Djumidah; Kadir, Nuraeni; A.S. Parawansa, Dian; Mustafa, Fahrina
Economics and Business Journal (ECBIS) Vol. 1 No. 5 (2023): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v1i5.90

Abstract

By taking into account the function of brand attitude, brand credibility, and brand image as intervening variables, this study seeks to assess the impact of celebrity endorsement on repurchase intention of SOMETHINC products. A common marketing tactic for influencing consumer views and behavior toward specific products is celebrity endorsement. This study employs a survey methodology, collecting information from participants using questionnaires that are given to those who are familiar with SOMETHINC goods and have interacted with relevant celebrity endorsements. Utilizing statistical analysis techniques like multiple linear regression and path analysis, hypotheses are tested. The findings demonstrated that brand attitude, brand credibility, and brand image are significantly influenced by celebrity endorsement. In this situation, brand attitude has been shown to mediate between celebrity endorsement and intention to repurchase. A similar association between celebrity endorsement and repurchase intention is mediated by brand credibility and brand image. These results demonstrate that celebrity endorsements can positively affect consumers' perceptions of SOMETHINC products by enhancing brand attitude, brand credibility, and brand image. These factors in turn influence consumers' desire to repurchase the product. In order to maximize the efficacy of this marketing strategy, businesses should carefully evaluate the choice and management of celebrity endorsements as well as the development of positive brand attitudes, brand credibility, and brand image.
Optimizing the Collaboration Between MSMEs and Digital Marketplaces: Innovative Strategies to Enhance Market Expansion and Business Sustainability in the Digital Economy Era Yani, Ahmad; Mustafa, Fahrina; Santosa, Sonny
ADMAN: Journal of Contemporary Administration and Management Vol 3 No 1 (2025): April 2025
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/adman.v3i1.261

Abstract

The rapid growth of digital transformation has urged Micro, Small, and Medium Enterprises (MSMEs) to adapt by leveraging digital marketplace platforms as a primary strategy for expanding their market reach and maintaining business sustainability. This study is a literature review employing a qualitative approach and descriptive analysis to explore how strategic collaboration between MSMEs and digital marketplaces can be optimized within the context of Indonesia's digital economy. Data were collected from 35 scholarly articles and credible sources published between 2014 and 2025, with a strict selection process narrowing them down to 17 relevant articles for analysis. The results indicate that synergistic and innovative collaborations with digital platforms such as Tokopedia, Shopee, and GrabFood significantly contribute to market expansion, operational efficiency, and the strengthening of MSME brand identities. Case studies including Brodo, Kopi Kenangan, and Maicih illustrate successful collaborative practices through digital features, data-driven promotion, and continuous training. These findings highlight the importance of digital literacy, strategic planning, and cross-sectoral support in building an inclusive and sustainable digital ecosystem for MSMEs in Indonesia.
INTEGRATIVE STRATEGY IN STRENGTHENING MSME COMPETITIVENESS: THE ROLE OF LOCALLY ROOTED ENTREPRENEURIAL VALUES IN BUILDING SUSTAINABLE COMPETITIVE ADVANTAGE Sutrisno, Sutrisno; Mustafa, Fahrina; Mersandro Permana, Riko
Technopreneurship and Educational Development Review (TENDER) Vol 2 No 2 (2025): June 2025
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/tender.v2i2.275

Abstract

This study aims to examine integrative strategies for enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs), focusing on the role of locally rooted entrepreneurial values as a foundation for building sustainable competitive advantage. Using a qualitative approach and literature review method, this research analyzes 19 selected scholarly articles published between 1978 and 2025, sourced from Google Scholar and reputable academic websites. The analysis reveals that local values such as gotong royong (mutual cooperation), honesty, traditional trade ethics, and community solidarity serve as highly strategic intangible resources in shaping authentic business identity, product differentiation, and customer loyalty. Integrative strategies that combine these values with digital innovation, modern marketing, and sustainability orientation have proven effective in enhancing MSME competitiveness amid globalization pressures. Case studies of various MSMEs in Indonesia support the argument that the strategic management of local values not only strengthens social and cultural ties but also creates unique value propositions in the market.
Peningkatan Kapabilitas Pelaku UKM dengan Pelatihan Digitalisasi dan Komunikasi Efektif : Penelitian Aulia, Muhammad Reza; Kusnadi, Iwan Henri; Wandanaya, Anita Bawaiqki; Zakhra, Aminatus; Mustafa, Fahrina; Muliyani, Nani
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 3 No. 4 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 3 Nomor 4 (April 2025
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v3i4.1400

Abstract

UKM selama ini dikenal sebagai tulang punggung perekonomian, namun, arus globalisasi dan transformasi digital telah mengubah peta persaingan bisnis secara signifikan. Dengan kapabilitas yang baik, pelaku UKM akan lebih siap untuk berinovasi, memberikan layanan yang lebih berkualitas, dan mengambil keputusan bisnis yang berbasis data dan analisis yang akurat. Tentu saja, upaya ini tidak bisa dilakukan sendiri. Memahami bahwa peningkatan kapabilitas UKM sangat krusial, baik bagi individu yang terlibat di dalamnya maupun bagi UKM sebagai entitas yang menopang perekonomian nasional, maka diselenggarakanlah seminar nasional pengabdian kepada masyarakat. Kegiatan ini bertujuan untuk merumuskan dan mengeksplorasi solusi secara terstruktur guna memperkuat kapasitas pelaku UKM, khususnya melalui pelatihan terkait digitalisasi dan pengembangan komunikasi yang efektif. Kesimpulan dari kegiatan pengabdian masyarakat ini adalah pelatihan digital dan kemampuan komunikasi yang efektif merupakan dua elemen penting yang saling melengkapi dalam meningkatkan kapabilitas pelaku Usaha Kecil dan Menengah (UKM). Pelatihan digital membekali pelaku UKM dengan keterampilan teknologi yang dibutuhkan untuk mengelola bisnis secara lebih efisien, memperluas jangkauan pasar, serta beradaptasi dengan pesatnya perkembangan dunia digital.
How Do Innovation, Quality, And Supply Chain Management Affect Customer Satisfaction in Organic Food Products?: Evidence From Jabodetabek, Indonesia Mustafa, Fahrina; Hendra, Hendra; Ibrahim, Mozart Malik; Astuti, Desi; Pandiangan, Bilson
Jambura Agribusiness Journal VOLUME 6, ISSUE 1, 2024: JULY-DECEMBER
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37046/jaj.v6i1.31301

Abstract

This study investigates the influence of product innovation, supply chain management, and product quality on customer satisfaction in the organic food sector. A quantitative approach was employed using survey data collected from 120 organic food consumers in the Jabodetabek area. The data were analyzed using multiple linear regression analysis to determine the impact of each variable. The findings indicate that all three factors product innovation, supply chain management, and product quality have a significant and positive influence on customer satisfaction. Notably, innovations in eco-friendly packaging, product variety, and transparency in supply chain operations contribute significantly to enhancing customer perceptions and trust. These results underscore the critical role of integrated management practices and continuous product development in sustaining customer loyalty and satisfaction in the growing organic food market.
Analisis Pengaruh Komitmen Organisasi, Digital Engagement dan Employer Branding Terhadap Organizational Citizenship Behavior Pada Industri Kreatif Shabrina, Fildzah; Yulia, Rasty; Mustafa, Fahrina; Nugraha, Jefri Putri; Ariawan, Joko; Setyawati , Kiki
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2062

Abstract

Kajian ini memiliki tujuan guna mengkaji bagaimana komitmen organisasi, keterlibatan digital (digital engagement), serta employer branding memengaruhi perilaku Organizational Citizenship Behavior (OCB) pada karyawan di industri kreatif. Dengan menerapkan pendekatan kuantitatif, data dikumpulkan dengan survei yang diberikan kepada 200 responden yang ditentukan menerapkan teknik purposive sampling. Analisis dilaksanakan dengan regresi linear berganda, disertai pengujian validitas, reliabilitas, serta asumsi klasik untuk memastikan kelayakan model. Perolehan studi ini mengindikasikan bahwasanya baik secara simultan maupun parsial, ketiga variable independent tersebut memiliki pengaruh positif dan signifikan pada OCB. Komitmen organisasi terbukti mendorong munculnya loyalitas dan keterikatan emosional yang memotivasi karyawan untuk berkontribusi secara sukarela. Sementara itu, keterlibatan digital memperkuat partisipasi, mendorong kolaborasi, dan menciptakan rasa keterhubungan antar karyawan. Di sisi lain, employer branding yang kuat menumbuhkan rasa bangga dan identitas positif terhadap perusahaan, yang mendorong karyawan untuk memberikan kontribusi melebihi peran formal mereka. Temuan ini menegaskan pentingnya bagi organisasi di sektor industri kreatif untuk secara aktif memperkuat ketiga aspek tersebut. Dengan begitu, mereka dapat menciptakan lingkungan kerja yang mendukung tumbuhnya perilaku OCB, sekaligus meningkatkan produktivitas dan membentuk budaya kerja yang sehat dan berkelanjutan.
The Role of Management Information System Innovation as a Catalyst to Enhance Profitability in the Contemporary Digital Business Era Mutoffar, Muhamad Malik; Bahar, Achirsyah; Mustafa, Fahrina
Jurnal Minfo Polgan Vol. 13 No. 1 (2024): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v13i1.13510

Abstract

Digital business has become a phenomenon dominating the global market, influencing various industries, and changing the way companies operate and interact with customers. This research aims to examine the crucial role of innovation in MIS as a catalyst for enhancing profitability in digital businesses. The research method employed is a qualitative literature review conducted by gathering data from Google Scholar within the timeframe of 2003 to 2024. The study findings indicate that innovation in management information systems (MIS) plays a vital role in enhancing profitability in digital businesses in the contemporary era. Through the implementation of advanced information technology, businesses can create added value, improve operational efficiency, and respond to market changes more quickly. Innovation in MIS also enables the development of new business models, enhances customer experiences, and creates a more sustainable business environment.
Pelatihan Dan Penguatan Literasi Digital Untuk Meningkatkan Kapasitas Umkm Menuju Pasar Internasional: Pengabdian Susilowati, Tri; Mustafa, Fahrina; Hendratni, Tyahya Whisnu; Santosa, Muhammad Hery; Nugraha, Jefri Putri; Windreis, Christ
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.2001

Abstract

Di era globalisasi dan perdagangan bebas, keikutsertaan UMKM dalam pasar internasional berkontribusi besar terhadap perekonomian nasional, terutama melalui peningkatan devisa dan penciptaan lapangan kerja. Berdasarkan uraian tentang urgensi dan pentingnya masuk dalam pasar internasional bagi keberlanjutan UMKM di Indonesia, serta bagaimana menjadi adaptif terhadap perubahan lingkungan bisnis yang menuntut pelaku UMKM dan SDM yang bekerja di sektor UMKM untuk memiliki literasi yang baik dan mampu menggunakan perangkat digitalisasi untuk meningkatkan efektivitas dan efisiensi kerja, sehingga kemudian diadakan pelatihan dan penyuluhan bagi pelaku UMKM di beberapa kota di Indonesia. Kesimpulan dari kegiatan ini adalah kesiapan UMKM untuk menembus pasar internasional sangat ditentukan oleh kemampuan memanfaatkan teknologi digital dan penguasaan literasi digital yang memadai. Pemanfaatan teknologi digital membuka peluang besar bagi UMKM untuk memperluas jangkauan pasar, meningkatkan efisiensi operasional, dan memperkuat daya saing di tingkat global. Namun, tanpa literasi digital yang baik, pelaku UMKM berisiko tertinggal dan tidak mampu mengoptimalkan potensi teknologi yang ada.
Analysis of the Influence of Content Quality, Influencer Credibility, and E-WOM on Influencer-Follower Trust on Digital Investment Platforms Purnomo, Hery; Violin, Vivid; Apramilda, Riesna; Mustafa, Fahrina; Sidjabat, Sonya; Wahyuningratna, Ratu Nadya
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4032

Abstract

This study was conducted to evaluate the extent to which content quality, influencer credibility, and electronic word of mouth (E-WOM) influence followers' trust levels in influencers on digital investment platforms. A quantitative approach was used in this study, with data collected through a survey involving 300 respondents. Respondents were selected purposively based on certain criteria: active users of digital investment platforms for at least six months, following influencers who discuss investment topics, and actively accessing investment-related content in the past three months. The analysis method used multiple linear regression analysis. The results of the analysis indicate that, partially and simultaneously, the variables of content quality, influencer credibility, and E-WOM have a significant influence on follower trust. These findings provide an important contribution to the development of theory in the field of digital marketing, particularly regarding consumer behavior in the context of digital investment. They also offer practical recommendations for industry players to design effective, honest, and user-experience-focused communication strategies.
Analysing the Role of Visual Content in Increasing Attraction and Conversion in MSME Digital Marketing Sunarso, Budi; Tusriyanto; Mustafa, Fahrina
ADMAN: Journal of Contemporary Administration and Management Vol 1 No 3 (2023): December 2023
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/adman.v1i3.79

Abstract

In the rapidly digitizing era, the business world, especially Micro, Small, and Medium Enterprises (MSMEs), undergoes significant changes in marketing strategies. Digital marketing has become a highly effective tool to enhance visibility and customer attraction. In this context, visual content plays a crucial role as a primary element in crafting digital campaigns. This research aims to analyze the role of visual content in enhancing attraction and conversion in MSMEs' digital marketing. The approach involves an in-depth exploration of literature through qualitative analysis, intending to achieve a comprehensive understanding of the subject from 2013 to 2023. The study results indicate that in the continually evolving digital marketing landscape, the role of visual content in supporting MSMEs is crucial. Visual content not only captures consumer attention but also builds brand identity, enhances engagement on social media, strengthens storytelling, simplifies product understanding, supports SEO, and ultimately increases conversion rates. By effectively designing and optimizing visual content, MSMEs can harness its full potential to grow and succeed in the digital market.
Co-Authors A.S. Parawansa, Dian Abdi Akbar Idris Abdul Razak Munir Ahmad Yani Akhirianto, Pas Mahyu Alfa Santoso Budiwidjojo Putra Almaududi Ausat, Abu Muna Andi Khaerun Nisa Andriya Risdwiyanto Arief, Ilham Arismunandhar Sunarwia, Atdriansyah Aslam, Annisa Paramaswary Ausat, Abu Muna Almaududi Bahar, Achirsyah D'Ornay, Anastasia Desi Astuti Dessy Hariyanti, NK Dewa Oka Suparwata Diah Astuti, Enny Ernawaty Usman Firdaus Fitri, Sari Frans Sudirjo Hendra Hendra Hendy Tannady Hery Purnomo Ibrahim, Mozart Malik Ilham Ilham Irdiana, Sukma Isna Juwita Jeffriansyah Dwi Sahputra Amory Jefri Putri Nugraha Joko Ariawan Josef Hernawan Nudu Kadir, Nuraeni Khaerunnisa, A Khairani, Elisa Kraugusteeliana Kraugusteeliana Kushariyadi Kushariyadi Kushariyadi Kusnadi, Iwan Henri latief, yanuar M. Ikhwan Maulana Haeruddin Maming, Djumidah Mersandro Permana, Riko Metris, Diksi Mudasetia, Mudasetia Muh. Yushar Mustafa Muhamad Risal Tawil Muhammad Zakaria Muliyani, Nani Musran Munizu Mustafa, Muh. Yushar Mustafa, Rahmat Mustafa, Riad Mutoffar, Muhamad Malik Nawiyah, Nawiyah Noviani, Lona Nurgraha SD, Widhi Nurul Fadilah Aswar Nuryana, Arief Osman, Isnawati Palilingan, Richard Andreas Pandiangan, Bilson Parawansa, Dian Anggraece Sigit Payangan, Otto R. Rahman Kadir, Abdul Rasty Yulia Renwarin, Joseph MJ Ridwan Maulana, Ridwan Riesna Apramilda Riyanti, Apriani Samintang Santosa, Muhammad Hery Santosa, Sonny Sari, Efti Novita Sediawan, MN Lisan Setyawati , Kiki Shabrina, Fildzah Sidjabat, Sonya Siminto Sokid, Sokid Sriyanti, Andi Hikmah Dewi Sugiarti Sugiarti Sunarso, Budi SUTRISNO Sutrisno, Sutrisno Syamril Tikson, Shinta Dewi Sugiharti Tri Susilowati Tusriyanto Tyahya Whisnu Hendratni Violin, Vivid Wahda Wahyuningratna, Ratu Nadya Wandanaya, Anita Bawaiqki Windreis, Christ Wisnu Wardana, Yoga Fortuna Wulandari, Ayu Ratna Zakhra, Aminatus Zulfadli S