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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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Pelatihan Digital Marketing dan Social Media Tools Ridha, Achmad; Windarsari, Wiwin Riski; Rahmi R, Nurazizah; Ardiansyah, Ardiansyah; Zaimar, Fina Ruzika
Jurnal Akademik Pengabdian Masyarakat Ichsan Sidrap Vol 2 No 1 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

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Abstract

In today's digital era, marketing transformation from conventional to digital methods is an urgent need, especially for Micro, Small, and Medium Enterprises (MSMEs). Many MSMEs have not optimally utilized digital platforms to expand their market reach. This community service activity aims to improve the understanding and skills of MSMEs in using digital marketing strategies and utilizing social media tools effectively. The methods used are interactive training, direct practice, and case studies. The results of the activity showed an increase in participants' knowledge in identifying target markets, managing digital content, and optimizing platforms such as Instagram, Facebook, and WhatsApp Business. This activity is expected to be the first step in encouraging sustainable digital transformation of MSMEs.
Pelatihan Sistem Informasi Pengajuan Judul Skripsi (SIPJS) Zaimar, Fina Ruzika; Haruna, Hasisa; Windarsari, Wiwin Riski; Bahri, Nur Alim; Ahmad, Ahmad
Jurnal Akademik Pengabdian Masyarakat Ichsan Sidrap Vol 2 No 1 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

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Abstract

Effective and efficient academic services are important indicators in improving the quality of higher education. One of the main challenges faced by study programs is the thesis title submission system which is still done manually, thus triggering various problems such as delays, data irregularities, and difficulties in monitoring by supervisors. Through this community service activity, training on the thesis title submission information system (SIPJS) was conducted for students and lecturers in order to introduce and implement digital technology in the academic administration process. This training uses a participatory approach and direct practice so that participants are able to understand and operate the system optimally. The evaluation results show that SIPJS can increase the efficiency of the title submission process and strengthen the transparency of academic communication between students and lecturers.
Mapping The Impact Of Digital Marketing Strategies On Customer Loyalty: A Systematic Review And Bibliometric Synthesis Wiwin Riski Windarsari
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.927

Abstract

Customer loyalty is a key determinant of business sustainability in the digital era, yet the effectiveness of different digital marketing strategies remains fragmented across industries. This study aims to identify the most effective digital marketing strategies for enhancing customer loyalty during 2015–2025. A systematic literature mapping combined with thematic and bibliometric analysis was conducted on 11 empirical studies that examined the link between digital strategies and loyalty dimensions (cognitive, affective, conative, and behavioral). The results show that interactive and personalized strategies such as social media marketing, e-CRM, chatbots, and multi-channel integration demonstrate the strongest influence on loyalty. Trust, customer engagement, and satisfaction consistently emerged as mediating factors that reinforce these effects across diverse sectors, including banking, hospitality, fashion, e-commerce, and retail. Effective digital strategies should prioritize interactivity, personalization, and relationship-building rather than one-way information delivery. Their success depends not only on technological features but also on shaping trust and emotional connections with customers. This study contributes by synthesizing cross-industry evidence through a combined systematic, thematic, and bibliometric approach. It advances the state of the art by clarifying which strategies are most impactful and highlighting key mediators, providing both theoretical insight and practical guidance for marketers and researchers in designing loyalty-oriented digital strategies.
Entrepreneurship Socialization as a Strategy to Empower Housewives and Strengthen Family Economic Independence in Tarowang Village, Jeneponto Muhammad Ichwan Musa; Uhud Darmawan Natsir; Abd Muis; Wiwin Riski Windarsari; Andi Ariyani Hardianti
ABDISOSHUM: Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Vol. 4 No. 3 (2025): September 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdisoshum.v4i3.6876

Abstract

This community engagement activity was conducted in Tarowang Village, Jeneponto Regency, to strengthen the economic independence of housewives through entrepreneurship socialization. The background of this program stems from the limited income opportunities for women in rural areas, where most households depend on traditional agriculture. The main objectives were to enhance the entrepreneurial knowledge and skills of housewives, reduce gender-based economic disparities, and promote the establishment of sustainable micro-enterprises. The methods applied included entrepreneurship socialization, interactive workshops, mentoring sessions, and practical training on business planning, production, marketing, and financial management. The activity involved 35 housewives as participants, of whom 90% reported a significant increase in entrepreneurial knowledge, and 70% showed improved confidence in managing small businesses. After the training, 12 participants successfully initiated home-based enterprises, such as snack production, traditional crafts, and herbal beverage processing, contributing to an average increase of 25% in household income. The results indicate that entrepreneurship socialization effectively enhances women’s participation in local economic activities and fosters a culture of self-reliance. The program’s impact extends beyond economic gains, as it builds social networks, improves decision-making roles for women, and encourages long-term community resilience. Overall, this activity contributes meaningfully to community empowerment by promoting inclusive and sustainable entrepreneurship as a driver of rural economic development.
Purr-suasion in Action: How Catvertising BoostsBrand Recall through Cognitive Fluency Achmad Ridha; Hasisa Haruna; Fina Ruzika Zaimar; Wiwin Riski Windarsari; Adriansyah
Journal of Economics and Management Technologies Vol. 1 No. 3 (2025): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v1i3.12

Abstract

The Objectives – This study investigates how catvertising, or the strategic use of cat imagery in social-media advertising, influences brand recall through the mediating role of cognitive fluency. The research aims to understand how emotional engagement and cognitive simplicity jointly enhance advertising effectiveness in digital environments. The Methods/approaches – Using a quantitative, cross-sectional approach, data were collected from 100 active social-media users aged 18–35 in Makassar City, Indonesia. Respondents were exposed to simulated social-media advertisements containing or excluding cat imagery and subsequently completed a seven-point Likert-scale questionnaire measuring catvertising, cognitive fluency, and brand recall. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, consisting of two stages: outer-model and inner-model evaluation. The Results – The results reveal that catvertising has a significant positive effect on brand recall, while cognitive fluency also enhances recall independently. However, the interaction effect between catvertising and cognitive fluency is not significant, indicating that emotional appeal and processing ease operate as parallel rather than moderating mechanisms. The Research Implications – These findings contribute to the theoretical integration of affective and cognitive perspectives in digital advertising research and highlight the importance of emotionally resonant yet cognitively simple designs. For practitioners, the study emphasizes the managerial relevance of incorporating familiar and emotionally appealing visuals to strengthen brand memorability in competitive social-media contexts.
Customer Service Automation Through Ai-Powered CRM: Impact On Marketing Target Accuracy Windarsari, Wiwin Riski
Economics and Business Journal (ECBIS) Vol. 4 No. 1 (2025): November
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i1.257

Abstract

This study addresses the limitations of traditional Customer Relationship Management (CRM) systems by analyzing the adoption and impact of Artificial Intelligence (AI) integration (AI-Powered CRM). Informed by the Technology Acceptance Model (TAM) for employee perception and the Resource-Based View (RBV) for strategic capability, the primary objective is to evaluate how AI-driven automation enhances customer service processes and, subsequently, impacts marketing efficiency. The research employs an exploratory qualitative case study design, utilizing in-depth interviews, document analysis, and system observation on a single organization to gather rich, contextual data. The results demonstrate that AI integration significantly accelerated service, with chatbots handling 65–70% of routine queries and drastically reducing response times. Operationally, these improvements fostered high employee acceptance (TAM). Strategically, the AI-Powered CRM generated refined predictive analytics, resulting in a 12–18% improvement in campaign conversion rates and efficient resource allocation, confirming that AI creates a valuable and difficult-to-imitate strategic capability (RBV). The study concludes that AI-Powered CRM is a critical enabler for both operational efficiency and long-term strategic competitiveness in digital markets.
Exploring the Path from Social Media and Entrepreneurship Education to Entrepreneurial Interest: The Intervening Effect of Entrepreneurial Mentality Khaerani, Ummul; Ramadani, Novia Fitri; Isma, Andika; Windarsari, Wiwin Riski; Muflih, Betania Kartika
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 3 No 2 (2025): Volume 3, Issue 2, May 2025
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v3i2.587

Abstract

This study explores the influence of social media and entrepreneurship education on students’ entrepreneurial interest at Makassar State University, with entrepreneurial mentality serving as a mediating variable. In the context of Indonesia’s economic development—where the number of entrepreneurs plays a critical role—the relevance of entrepreneurship education at the university level becomes increasingly important. A quantitative research approach was adopted using a survey method, involving 139 student respondents. Data were collected through a structured questionnaire measuring four key variables: entrepreneurship education, social media usage, entrepreneurial mentality, and entrepreneurial interest. The analysis results indicate that both entrepreneurship education and social media have a significant and positive impact on students’ entrepreneurial interest. Moreover, entrepreneurial mentality functions as an effective mediator, strengthening the relationship between independent variables and entrepreneurial interest. These findings offer valuable insights for enhancing entrepreneurship curricula in higher education and utilizing social media as a strategic tool to foster entrepreneurial aspirations among students. This research contributes to academic discourse and offers practical implications for educators and policymakers seeking to cultivate entrepreneurial potential in the younger generation.
Customer Lived Experiences Of Proactive Social Media Engagement And Its Influence On Brand Equity: An IPA Approach Wiwin Riski Windarsari
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1135

Abstract

This study examines how proactive social media engagement, conducted through the Social Customer Relationship Management (Social CRM) practices of Scarlett Whitening, influences customer perceptions of brand meaning and overall brand equity. As brands increasingly initiate unsolicited interactions on Instagram and TikTok, understanding how customers interpret these engagements becomes essential for explaining their emotional and behavioral responses. Using a qualitative design, this research employs Interpretative Phenomenological Analysis (IPA) to explore customers’ lived experiences and the meanings they assign to proactive brand interactions. The population of the study includes active social media users in Indonesia who follow beauty brands. A homogeneous purposive sample of six participants aged 19–30 years was selected based on their direct experience receiving proactive engagement from Scarlett Whitening. Data were collected through semi-structured in-depth interviews as the primary instrument, complemented by field notes to support interpretive rigor. The findings reveal three key themes: feeling seen and recognized by the brand, reinterpreting brand intentions, and shifts in attitudes and behavioral loyalty. Participants reported emotional validation, increased trust, and stronger relational connection, which subsequently enhanced their willingness to purchase and advocate for the brand. These results demonstrate that proactive Social CRM operates as a relational experience that strengthens customer–brand bonds and contributes to experience-driven brand equity.
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