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All Journal YUME : Journal of Management Journal of Applied Business, Taxation and Economics Reseach Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Artificial Intelligence and Digital Business Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Jurnal Ekonomi dan Bisnis
ASMAYANTI, ASMAYANTI
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Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Kepemimpinan Wirausaha pada Pelaku UMKM di Kota Makassar Syam, Agus; Jufri, Muhammad; Sudarmi, Sudarmi; Asmayanti, Asmayanti; Tahir, Sumiati; Oktaviyah, Nurafni
Seminar Nasional LP2M UNM SEMINAR NASIONAL 2023 : PROSIDING EDISI 1
Publisher : Seminar Nasional LP2M UNM

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Abstract

Abstrak. Penelitian ini dilakukan untuk mengetahui pengaruh kepemimpinan wirausaha terhadap keberhasilan usaha pada pelaku UMKM di Kecamatan Panakkukang Kota Makassar. Penelitian ini merupakan penelitian kuantitatif, dengan jumlah sampel sebanyak 100 orang. Teknik pengumpulan data yang digunakan yaitu, observasi dan angket. Analisis data yang digunakan yaitu analisis deskriptif diolah menggunakan software SPSS 27. Hasil penelitian menunjukkan bahwa pengaruh kepemimpinan wirausaha berpengaruh positif dan signifikan terhadap keberhasilan usaha pada pelaku UMKM di Kecamatan Panakkukang Kota Makassar  Kata Kunci: Kepemimpinan Wirausaha, Keberhasilan Usaha
MARKETING STRATEGY OF BANANA BUSINESS IN PANGKAJENE AND ISLANDS REGENCY Jufri, Muhammad; Tripana, Hendrawan; Syam, Agus; Asmayanti, Asmayanti; Sudarmi, Sudarmi
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 2 No 3 (2024): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v2i3.586

Abstract

The primary objective of this research is to comprehensively identify and recommend an effective business marketing strategy tailored to enhance product sales through digital platforms for Juragan Banana, a business located in Pangkep Regency. The research methodology employed is descriptive qualitative research, encompassing data collection techniques such as observation, interviews, and documentation of the research subject. The gathered data is subsequently subjected to a thorough analysis utilizing the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis framework. Upon delving into the outcomes of the study, it becomes evident that Juragan Banana Business has strategically positioned itself in the Aggressive quadrant through the application of a growth-oriented strategy. This positioning is deemed highly favorable, as indicated by the SWOT analysis. The business has leveraged its strengths to overcome weaknesses, seize opportunities, and mitigate potential threats. The execution of a Marketing Strategy has played a pivotal role in aligning with the growth-oriented strategy, creating a conducive environment for the business to thrive. By continuing to implement and fine-tune this strategic approach, Juragan Banana Business is well-positioned to not only sustain its current growth trajectory but also to expand its reach, fostering an environment conducive to achieving maximum progress. The growth-oriented strategy, coupled with the effective implementation of marketing strategies, provides a solid foundation for ongoing success and development within the dynamic landscape of digital platforms and sales optimization.
Implementation of Digital Marketing through Social Media to Increase The Number of Visits at Ujung Suso Beach Tourism, East Luwu District Syam, Agus; Dajo, Fenly Crosby Cloria; Asmayanti, Asmayanti; Jufri, Muhammad; Halim, Nur
Journal of Applied Business, Taxation and Economics Research Vol. 3 No. 5 (2024): June 2024
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v3i5.331

Abstract

This research aims to understand how to improve the number of visitors to the Ujung Suso beach tourist destination after implementing digital marketing. The research method used is qualitative descriptive research. Data collection was carried out through observation, interviews and documentation techniques as well as using Voice of Customer (VOC) analysis. The data collected is processed by data reduction, data presentation, and drawing conclusions. Based on the research results, it shows that the implementation of digital marketing via social media Facebook and Instagram from February to March succeeded in increasing the number of visits to Ujung Suso beach tourism. This is proven by the increase in the number of visitors during the research period compared to the period before the implementation of digital marketing. So it can be said that digital marketing through social media is an effective strategy to increase tourist visits to Ujung Suso beach.
Analisis tingkat Cutomer Loyalty Generasi Milenial dan Gen Z terhadap Brand pada Konsumen Online Shop di Kota Makassar. Asmayanti, Asmayanti; Syam, Agus; Jufri, Muhammad; Sudarmi, Sudarmi; Nurhikmah, Andi Reski
YUME : Journal of Management Vol 7, No 2 (2024)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v7i2.6759

Abstract

Customer Loyalty merupakan pola perilaku konsumen yang menunjukkan komitmen terhadap produk atau brand. Hal ini tentu menjdi perilaku positif yang menguntungkan perusahaan. Keragaman produk yang ditawarkan di berbagai media online menyebabkan keingingan mencoba berbagai produk muncul dan mempengaruhi menurunnya tingkat loyalitas pelanggan. Konsumen yang gemar belanja online hampir 60% dari Generasi Milenial dan Gen Z dengan rentan usia 12-43 tahun. Penelitian ini bertujuan untuk menganalisis  bagaimana tingkat Brand Loyalty Generasi Milenial dan Gen Z terhadap suatu produk atau brand. Metode penelitian kuantitatif menggunakan google form yang disebarkan melalui FB dan IG adsense dan mendapatkan 400 responden. Hasil penelitian menunjukkan bahwa Customer Loyalty Generasi milenial 46% sedangkan Gen Z sebesar 37%. Hal ini menunjukkan bahwa Milenial dan Gen Z memiliki tingkat brand loyalty cukup rendah. Sehingga perusahaan harus memiliki upaya dalam menghadapi perilaku tersebut. Kata Kunci: Customer Loyalty; Brand, Milenial; Gen Z.
THE INFLUENCE OF YELLOW RICE PRODUCT QUALITY ON CUSTOMER PURCHASE DECISIONS AT WAROENG KEMBAR BUSINESS IN BARRU REGENCY Jumriani, Jumriani; Agus Syam; Asmayanti, Asmayanti; Nur Halim; Marhawati, Marhawati
Jurnal Ekonomi dan Bisnis Vol. 3 No. 5 (2025): MEI
Publisher : ADISAM PUBLISHER

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Abstract

The research aims to determine the effect of product quality on purchasing decisions at the Waroeng Kembar business in Barru Regency.The independent variable in this study is the purchasing decision, and the dependent variable is product quality.The population in this study is all customers of Waroeng Kembar, with a sample size of 90 respondents.Data collection was carried out by distributing questionnaires to the respondents.The analysis method used is simple linear regression analysis using SPSS software.Based on the results of the regression analysis, a significance value of 0.000 was obtained, which is less than 0.05, and the coefficient is positive, thus it can be concluded that product quality positively and significantly affects customer purchasing decisions at Waroeng Kembar.
ON, TO, AT, IN RISK ANALYSIS BASED ON ISO 31000 TO IMPROVE OPERATIONAL EFFECTIVENESS AT RAKHA LAUNDRY IN GOWA REGENCY: ANALISIS RISIKO BERBASIS ISO 31000 DALAM MENINGKATKAN EFEKTIFITAS OPERASIONAL PADA USAHA RAKHA LAUNDRY DI KABUPATEN GOWA Asmayanti, Asmayanti; Syam, Agus; Sudarmi, Sudarmi; Haruna, Hasisa; Nurhikmah, Andi Reski
Jurnal Ekonomi Ichsan Sidenreng Rappang Vol 4 No 1 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61912/jeinsa.v4i1.170

Abstract

This research aims to analyze and mitigate risks to improve operational effectiveness at Rakha Laundry in Pattallassang, Gowa Regency. This business has been operating for a year but has encountered operational challenges that lead to waste, machine breakdowns, service delays, and even customer losses. These issues must be addressed to maintain business stability and sustainability. The research method used was a qualitative approach, utilizing primary and secondary data through observation and interviews. The risk mitigation tool used was ISO 31000. The results of the study show that risks and their mitigation are grouped into three levels, namely High, Medium, and Low. High Level Risk (1) Limited Human Resources; Education and Training, (2) Machine Damage; routine maintenance and supervision. (3) Lost/Exchanged clothes; SOP, CCTV, and employee training. Medium Level Risk (1) Power outages; procurement of generators or communicating to customers. (2) Floods; Prepare security, control receipts, and predict flooding based on the volume and duration of rain. (3) Poor quality, ironing is not neat, not clean, faded or damaged clothes; SOP, supervisor, reward and punishment. Low Level Risk (1) Employees are late; absenteeism, salary deductions and bonuses for disciplined employees. (2) Fluctuating material prices; Purchase materials from suppliers and determine prices by considering fluctuations. (3) Competitors; Improve skills through learning, training, and mentoring. Keywords: Risk Analysis, Effectiveness, ISO 31000.
Strategi Pengembangan Usaha Gula Merah di Desa Tungke Kecamatan Bengo Kabupaten Bone Haruna, Hasisa; Syam, Agus; Sudarmi, Sudarmi; Tahir, Sumiati; Asmayanti, Asmayanti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2045

Abstract

Penelitian ini bertujuan untuk mengetahui tingkat pendapatan, analisis kelayakan dan strategi pengembangan usaha gula merah di Desa Tungke Kecamatan Bengo Kabupaten Bone. Penelitian ini menggunakan metode analisis kuantitatif untuk mengetahui tingkat pendapatan dan analisis kelayakan usaha gula merah dan analisis deskriptif untuk menjelaskan analisis SWOT (Strengths, Weaknesses, Opportunities, and Threats) untuk melihat lingkungan internal yaitu kekuatan dan kelemahan serta lingkungan eksternal yaitu peluang dan ancaman usaha gula merah. Hasil penelitian menunjukan tingkat pendapatan sebesar Rp 1.818.990,03 dan analisis kelayakan R/C sebesar Rp 1,87 dan B/C sebesar Rp 0,87 bahwa usaha gula merah layak diusahakan tapi tidak untuk investasi. Beberapa alternatif strategi usaha gula merah S-O (Strengths-Opportunities): Mempertahankan jumlah produksi dan kualitas produk agar keinginan konsumen selalu terpenuhi serta bekerja sama dengan industri pangan yang memakai bahan baku gula merah. Strategi S-T (Strengths-Threats): Meningkatkan produksi dengan menambah inovasi produk kemudian melakukan promosi ke media sosial atau mengikuti bazar untuk memperluas pasar. Starategi W-O (Weaknesses- Opportunities): Menciptakan tampilan gula merah lebih menarik dan memanfaatkan perkebunan setempat untuk lebih mudah mendapatkan bahan baku. Strategi W-T (Weaknesses-Threats): Menigkatkan sarana dan prasarana dalam mengelola usaha gula merah untuk menghindari kurangnnya ketersediaan bahan baku sehingga permintaan terpenuhi dan memperluas pasar agar usaha lebih berkembang.
Analisis Strategi Premium Pricing dan Value Proposition pada Brand Milik Influencer Asmayanti, Asmayanti
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 4 No. 2 (2025): September 2025
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v4i2.216

Abstract

Penelitian ini menganalisis strategi premium pricing dan value proposition pada brand milik influencer dalam industri makanan dan minuman (F&B) di Indonesia. Dengan pendekatan kualitatif studi kasus fenomenologis, penelitian ini mengeksplorasi persepsi, pengalaman, dan makna yang diberikan konsumen terhadap harga premium, storytelling, eksklusivitas, serta identitas sosial. Data dikumpulkan melalui wawancara semi-terstruktur dengan sepuluh informan berusia 18–35 tahun yang pernah membeli produk brand milik influencer dan aktif mengikuti konten di Instagram atau TikTok. Analisis tematik menunjukkan bahwa harga premium diterima konsumen karena keterikatan emosional terhadap influencer, eksklusivitas, serta nilai simbolik, bukan semata-mata kualitas produk. Storytelling dan personal branding influencer memperkuat proposisi nilai dengan menghadirkan rasa autentisitas dan keterlibatan. Konsumsi produk juga terkait dengan pembentukan identitas digital, ekspresi gaya hidup, dan keterlibatan komunitas. Meski efektif, strategi premium pricing memiliki tantangan berupa resistensi harga, kesenjangan persepsi kualitas, dan meningkatnya kompetisi. Temuan ini berkontribusi secara teoretis pada literatur pemasaran digital dan influencer branding, serta memberikan implikasi praktis bagi pengelolaan autentisitas, eksklusivitas, dan kepercayaan konsumen di pasar digital yang dinamis.
Strategi Pengembangan Usaha Dalam Meningkatkan Penjualan Parfum Berbasis Online (Studi Kasus Usaha Aeternum) Makarateng, A.Alena Luwu; Syam, Agus; Halim, Nur; Asmayanti, Asmayanti; Tahir, Sumiati
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2895

Abstract

Penelitian ini bertujuan menganalisis strategi pengembangan usaha untuk meningkatkan penjualan parfum berbasis online pada usaha mikro Aeternum Parfum. Latar belakang penelitian berangkat dari meningkatnya persaingan industri parfum di Indonesia serta belum optimalnya penjualan Aeternum, meskipun telah memanfaatkan media sosial sebagai saluran utama pemasaran. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus melalui wawancara, observasi, dan dokumentasi terhadap pemilik usaha dan konsumen. Hasil penelitian menunjukkan bahwa Aeternum memiliki kekuatan pada kualitas produk, harga yang terjangkau, serta pemanfaatan media digital. Namun, kelemahan usaha terlihat pada keterbatasan modal,  dan kurang konsistennya strategi promosi. Analisis SWOT mengidentifikasi peluang dari tren belanja online yang meningkat, tumbuhnya platform seperti Shopee Live dan TikTok Shop, serta minat konsumen terhadap produk lokal. Di sisi lain, ancaman datang dari ketatnya persaingan, perubahan preferensi konsumen, dan fluktuasi pasar. Strategi yang diusulkan meliputi peningkatan promosi digital, diversifikasi produk, optimalisasi layanan pelanggan, serta penguatan brand image melalui kolaborasi dengan influencer. Kesimpulan penelitian menyatakan bahwa strategi digital marketing yang konsisten dan tepat sasaran dapat meningkatkan daya saing, memperluas jangkauan pasar, serta mendukung keberlanjutan usaha mikro di era digital.
Co-Authors Agus Syam Dajo, Fenly Crosby Cloria Halim, Nur Haruna, Hasisa Jumriani, Jumriani Makarateng, A.Alena Luwu Marhawati, Marhawati Muhammad Jufri Nur Halim Nurafni Oktaviyah Nurhikmah, Andi Reski Sudarmi Sudarmi Syam, Agus Tahir, Sumiati Tripana, Hendrawan