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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Dinamis : Journal of Islamic Management and Bussiness Al-Kharaj: Journal of Islamic Economic and Business Bisman (Bisnis dan Manajemen): The Journal of Business and Management JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Liabilitas : Jurnal Ilmiah Akuntansi dan Ekonomi Abdi Cendekia: Jurnal Pengabdian Masyarakat Review of Accounting and Business Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Economics and Business Journal Journal of Artificial Intelligence and Digital Business Journal of Economic Education and Entrepreneurship Studies Journal of Economics, Entrepreneurship, Management Business and Accounting (JIMBE) Jurnal Ekonomi, Akutansi dan Manajemen Nusantara (JUMPER) Journal of Economics, Bussiness and Management Issues IJHABS Jurnal Pengabdian Negeri Journal of Studies in Academic, Humanities, Research, and Innovation Jurnal Akuntansi Pajak dan Manajemen International Journal of Education Management and Religion META - JOURNAL KATALIS : Jurnal Inovasi Pengabdian Masyarakat Journal of Economics and Management Technologies Jurnal Akademik Pengabdian Masyarakat Ichsan Sidenreng Rappang
Windarsari, Wiwin Riski
Management, Universitas Negeri Makassar, Indonesia
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SYSTEMATIC LITERATURE MAPPING AND BIBLIOMETRIC SYNTHESIS: STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING PERFORMANCE Windarsari, Wiwin Riski; Ridha, Achmad; Mangga, Andi Rahmatullah; Haruna, Hasisa
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i2.3000

Abstract

Introduction: This study explores the impact of Artificial Intelligence (AI) technologies on marketing performance through a systematic literature mapping and bibliometric analysis approach. The study identifies dominant AI technologies such as machine learning, natural language processing, predictive analytics, and generative AI and evaluates their impact on key marketing metrics, including customer engagement, conversion rates, and Return on Marketing Investment (ROMI). Methods: The data collection and analysis process was conducted during the period of March to April 2025 on the Scopus database. 69 articles as of April 2025 with the keyword Technology and AI Trends in Marketing. The top 30 articles were downloaded for analysis and debate, then narrowed down to 13 selected scientific articles as secondary data. Results: Bibliometric mapping through keyword co-occurrence analysis revealed six major research clusters, emphasizing the integration of AI in digital marketing, customer interaction, e-commerce, luxury tourism, manufacturing, and big data analytics. The findings suggest that AI-driven personalization, automation, predictive analytics, and omnichannel strategies significantly improve marketing effectiveness and efficiency. Furthermore, customer responses indicated increased satisfaction, engagement, loyalty, and conversion rates after AI implementation. Critical success factors identified included big data integration, real-time strategic adaptation, seamless customer experience, and ethical considerations. This study contributes to the academic field by providing a comprehensive visual map of AI applications in marketing and highlighting future research directions focused on long-term customer loyalty and ethical AI adoption. Keywords: Artificial Intelligence, Bibliometric Analysis, Marketing Performance, Systematic Mapping, Customer Engagement
Efektivitas Kampanye Instagram Ads terhadap Brand Awareness di Kalangan Gen Z Sarah, Nulthazam; Sandira, Nur Fadilah Ayu; Iswardhani, Indri; Nasir, Sri Astuti; Windarsari, Wiwin Riski
Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Vol. 4 No. 1 (2025): Edisi Agustus
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jeama.v4i1.249

Abstract

Penelitian ini bertujuan menganalisis efektivitas kampanye Instagram Ads dalam membangun brand awareness di kalangan Generasi Z dan mengidentifikasi faktor-faktor yang mempengaruhi efektivitas tersebut. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik purposive sampling terhadap 450 responden berusia 18-27 tahun yang merupakan pengguna aktif Instagram minimal 3 jam per hari. Instrumen penelitian berupa kuesioner terstruktur yang telah diuji validitas dan reliabilitas. Hasil penelitian menunjukkan 82,4% responden mampu mengingat merek yang terpapar melalui iklan Instagram dengan top of mind awareness tertinggi pada kategori teknologi (34,7%). Analisis efektivitas format konten mengungkapkan Instagram Reels mencapai performa optimal dengan engagement rate 8,7% dan konversi brand awareness 73,2%, diikuti Stories (61,8%) dan konten gambar (48,7%). Faktor determinan utama efektivitas kampanye adalah autentisitas konten (koefisien determinasi 0,821), relevansi dengan nilai generasi (0,769), timing dan frekuensi paparan (0,643), serta kualitas visual (0,597). Strategi targeting kombinasi menunjukkan efektivitas tertinggi 81% dibandingkan targeting demografis tradisional 45%. Kesimpulan penelitian mengonfirmasi Instagram Ads sebagai platform efektif untuk membangun brand awareness Generasi Z melalui konten visual dinamis yang autentik dengan durasi optimal 15-30 detik.
Inovasi Produk dalam Kosmetik Halal : Membangun Kepercayaan Konsumen melalui Citra Merek. Faidil, Muh; Windarsari, Wiwin Riski; Ramadhani, Annisa; Rakib Sibiti, Raudatul Jannah; Syarifuddin, Nur Aliyah
Dinamis : Journal of Islamic Management and Bussiness Vol. 7 No. 2 (2024): Oktober: Journal of Islamic Management and Bussiness
Publisher : Institut Agama Islam Negeri Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/dinamis.v7i2.6344

Abstract

The purpose of this study is to analyze the model of product innovation formation affecting consumer trust through brand image. This study uses a quantitative method using Accidental Sampling which produces a sample of 100 people. Data analysis used the smallest partial structural equation model of square (PLS-SEM). The findings show that product innovation in the Wardah product line has a significant and positive influence on consumer confidence. In addition, this study found that product innovation has a significant and positive impact on brand image, and brand image has a significant and positive impact on consumer trust. However, the study also revealed that brand image does not play a mediating role in the relationship between product innovation and consumer trust, as evidenced by the results of insignificant hypothesis tests. Therefore, brand image does not mediate the relationship between product innovation and consumer trust. This research contributes to the understanding of how product innovation and brand image affect consumer trust
Teenagers’ Interest In Property Ownership In Digital Age Windarsari, Wiwin Riski; Rostina
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 4 (2025): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i4.328

Abstract

This qualitative study explores the nature and drivers of property ownership aspirations among teenagers (aged 15-19) in Makassar, Indonesia, within the context of pervasive digital immersion. Adopting a phenomenological approach, data was gathered through in-depth interviews and focus group discussions with 30 participants across diverse socioeconomic backgrounds. The findings illustrate that even with significant involvement in digital technologies, teenagers mainly perceive property as a form of tangible security and a legacy to pass down through generations, highlighting persistent cultural values related to family stability. Digital platforms open up access to property information and elevate aspirations through inspiring stories, but they also heighten anxieties with unrealistic depictions of wealth and obscure practical routes to ownership. Motivations centered on independence, stability, and social validation are tempered by perceived insurmountable financial barriers rising property prices, complex financing, and cultural aversion to debt. The study concludes that teenagers navigate a disconnect between digitally fueled dreams and tangible attainability, epitomized by the metaphor “groping in the dark while holding a bright phone”. This underscores an urgent need for context-sensitive interventions leveraging digital tools for financial literacy, demystifying acquisition processes, and fostering collaborative support systems among educators, policymakers, and communities to bridge aspiration and reality.
Café Lifestyle And Identity Among Young Coffee Consumers In Makassar Windarsari, Wiwin Riski
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 4 (2025): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i4.337

Abstract

In contemporary Makassar, café culture has become a powerful site of youth identity construction, cultural negotiation, and social aspiration. This study explores how coffee consumption among young people aged 18–30 transcends lifestyle trends to become a medium for performing modernity, asserting cultural roots, and navigating socioeconomic and spatial hierarchies. This research investigates the meanings and experiences embedded in café rituals across diverse social and economic contexts using a phenomenological qualitative approach including semi-structured interviews, participant observation, and digital diaries. Findings reveal that cafés function as identity laboratories where youth strategically curate hybrid selves, blending global coffee aesthetics with local philosophies such as Siri’ Na Pacce and Pappaseng. The study highlights how class and income shape café participation, with phenomena like “menu anxiety” reinforcing symbolic exclusions. It also uncovers new dimensions, including emotional self-regulation through café rituals, gendered expectations of visibility, and the digital extension of café experiences via social media as forms of aspirational performance. Contrary to the universalist “third place” theory, cafés in Makassar operate as contested cultural arenas, simultaneously enabling self-expression and reinforcing structural boundaries. This research advances a decolonial framework for understanding youth consumption in the Global South by centering Eastern Indonesian epistemologies. It calls for inclusive urban strategies that recognize cafés not just as commercial spaces, but as everyday theaters of cultural resistance, belonging, and meaning-making.
Kekuatan Voice of Customer di Media Sosial: Dampaknya terhadap Respons dan Perbaikan CRM Perbankan Windarsari, Wiwin Riski; Zaimar, Fina Ruzika; Haruna, Hasisa; Ridha, Achmad; Mangga, Andi Rahmatullah
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 2 (2025): Juli 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i2.4344

Abstract

Social media is increasingly serving as a primary channel for customers to voice their banking experiences, including complaints, questions, and appreciation. This study aims to analyze the power of Voice of Customer (VoC) on platform X and its impact on company responses and Customer Relationship Management (CRM) improvements. The study analyzed 1,456 posts from 998 unique accounts addressed to Bank C's official account during August 2025. The results showed that dominant complaints included failed transactions with balance deductions, application disruptions, OTP and verification issues, difficulties contacting customer service, and security and fraud issues. Company responses were generally directed to private channels (DM or phone) using template-based answers. However, personalization efforts were evident in innovative application features, such as transaction notifications, e-statements, and the Bank C keyboard. These findings confirm that VoC is not simply a source of complaints but also a strategic input that can drive system improvements and interaction quality. Practical implications include the need to strengthen social listening, improve the quality of personalized responses, and integrate VoC directly into CRM. The use of AI and automation can also support the initial response process, while maintaining human oversight for sensitive cases. This research was limited to a single banking institution, a single platform, and a specific period, so the results cannot be broadly generalized. Future studies are recommended to involve more institutions, communication channels, and take a longitudinal approach to assess the impact of CRM improvements on customer satisfaction and loyalty.
Mind Over Media: Moderasi Literasi Keuangan dalam Pengaruh Finfluencer dan FOMO terhadap Keputusan Investasi pada Investor Pemula Anastasya, Lidya; Achmad Ridha; Riski Windarsari, Wiwin
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 2 (2025): Juli 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i2.4367

Abstract

This study examines the influence of finfluencers and fear of missing out (FOMO) on investment decisions among novice investors, with financial literacy as a moderating variable. The rise of social media has made finfluencers and FOMO dominant social and emotional factors in digital investing. Using a quantitative causal approach with SEM-PLS on 100 novice investors from digital platforms, the results show that both finfluencer and FOMO positively affect investment decisions. Financial literacy significantly moderates the effect of finfluencers but does not significantly moderate the relationship between FOMO and investment decisions. The findings indicate that digital investment behavior is driven by the interaction of social, emotional, and cognitive factors, with financial literacy enhancing rational evaluation of financial information. Keywords: finfluencer, fear of missing out (FOMO), financial literacy, investment decision
Professionalism of Accountants in the Digital Era: Ethics, Competence, and Public Trust Adriansyah; Rais, Anisatun Humayrah; Windarsari, Wiwin Riski
Review of Accounting and Business Vol. 5 No. 1 (2025): Review of Accounting and Business
Publisher : Accounting Undergraduate (S1) and Diploma Study Program (D3), STIE EKUITAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/reas.v5i1.1037

Abstract

Introduction/Main Objectives: This paper examines the professionalism of accountants and its role in sustaining public trust in the digital era. Professionalism is viewed not only as technical competence but as a multidimensional construct shaped by ethics, expertise, and adaptability to technological transformation. Background Problems: Accounting scandals, both globally and in Indonesia, have eroded confidence in the profession. Meanwhile, rapid digitalization introduces new risks and ethical challenges, raising questions about whether traditional codes of ethics adequately address issues such as data privacy, algorithmic bias, and cyber fraud. Novelty: This study integrates ethical, technical, and digital aspects into a comprehensive framework of professionalism. The Indonesian context illustrates how cultural values and uneven digital readiness influence professional conduct. Research Methods: A qualitative literature review was conducted using academic journals, professional codes of ethics, and regulatory documents. Content analysis identified recurring themes across ethics, competence, and digital literacy. No primary data were collected, as the research relied entirely on secondary sources. Findings/Results: The findings show that professionalism is multidimensional, combining ethical integrity, technical skill, and digital adaptability. Accountants engaged in continuous learning and digital upskilling are more capable of preventing fraud, ensuring compliance, and maintaining credibility. However, disparities in training and infrastructure in Indonesia limit consistent professional quality. Conclusion: Professionalism in the digital era requires balancing ethics, competence, and digital proficiency. Future studies should employ bibliometric or empirical methods to validate the conceptual relationships proposed.  
Empowering Women Entrepreneurs through Digital Marketing Adoption: A Path toward Sustainable Business Growth Windarsari, Wiwin Riski
Journal Management & Economics Review (JUMPER) Vol. 3 No. 6 (2025): December
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i6.763

Abstract

This study examines how the adoption of digital marketing empowers women entrepreneurs and contributes to sustainable business growth within micro, small, and medium-sized enterprises (MSMEs). Women entrepreneurs often face socio-cultural, structural, and technological barriers that limit their access to markets, mobility, and decision-making opportunities. In this context, digital marketing provides an alternative pathway for overcoming long-standing constraints by enabling wider market reach, flexible business operations, and increased visibility. Using a descriptive qualitative design, this research examines the experiences, motivations, challenges, and empowerment outcomes of women entrepreneurs in relation to the adoption of digital tools. Data were collected through semi-structured interviews with women-led MSMEs from various sectors and analyzed using thematic analysis. The findings reveal that digital marketing adoption is driven by perceived opportunities for market expansion, consumer behavior shifts, and peer network support. However, entrepreneurs face significant challenges related to digital literacy, access to technology, time limitations, and exposure to online risks. Despite these barriers, digital adoption enhances economic, social, and psychological empowerment by increasing income stability, strengthening professional networks, and improving confidence in technology use. Furthermore, digital marketing supports long-term business sustainability by fostering customer loyalty, enabling innovation, and enhancing resilience during market disruptions. Overall, the study underscores the transformative potential of digital tools for advancing women’s entrepreneurial empowerment and business sustainability, while highlighting the need for targeted capacity-building and supportive digital ecosystems.
Green Marketing and Consumer Awareness: Exploring the Link between Environmental Responsibility and Brand Value Windarsari, Wiwin Riski
Journal Management & Economics Review (JUMPER) Vol. 3 No. 1 (2025): July
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i1.764

Abstract

This study explores how consumers interpret green marketing efforts and how these interpretations shape their perceptions of environmental responsibility and brand value. The topic is important because growing environmental concerns and rising consumer demand for sustainability require companies to communicate their ecological initiatives clearly and authentically. However, issues such as greenwashing and vague environmental claims continue to create skepticism, making it necessary to understand how consumers assess the credibility of such messages. Using qualitative methods, including in-depth interviews and focus group discussions, this research investigates the cognitive, emotional, and social processes involved in consumer evaluations of green marketing. The findings indicate that authenticity, clarity, and evidence-based communication are essential for building consumer awareness and trust. Consumers respond positively to brands that demonstrate transparent, measurable environmental commitments and negatively to those perceived as exaggerating or misrepresenting sustainability claims. The study also reveals that emotional and ethical resonance strengthens brand loyalty, while social media discourse influences perceptions of credibility. These results highlight the importance of integrating environmental responsibility into brand strategy and ensuring transparent communication to enhance brand value. Overall, the research emphasizes that authentic sustainability practices are crucial for shaping informed, trusting, and loyal consumers.
Co-Authors Abd Muis Achmad Ridha Adriansyah Adriansyah Adriansyah Adriansyah Ahmad Ahmad Alisyahbana, Andi Naila Quin Azisah Anastasya, Lidya Andi Ariyani Hardianti Andika Isma Anisatun Humayrah Rais Annisa Ramadhani ARDIANSYAH ARDIANSYAH Azlan Azhari Bahri, Nur Alim Betania Kartika Muflih Ely Siswanto Erwin Erwin Faidil, Muh Fina Ruzika Zaimar Hardiyanti, Andi Ariyani Hasan, Handayani Hasisa Haruna Hasnidar Hasnidar Hery Maulana Arif Indri Iswardhani Isma Azis Riu Khaerani, Ummul Leny Yuliana Lidya Anastasya Mangga, Andi Rahmatullah Negara, Satria Putra Jaya Nulthazam Sarah Nur Fadilah Ayu Sandira Nurhayani nurhayani Rahmat, Muhammad Rijal Alim Rahmi R, Nurazizah Rakib Sibiti, Raudatul Jannah Ramadani, Novia Fitri Rostina S, Samsu Alam Sri Astuti Nasir Sudarmiatin Syarifuddin, Nur Aliyah Yusuf, Yulia Yunita Zaimar, Fina Ruzika Zainuddin S