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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 Benefit : Journal of Bussiness, Economics, and Finance Journal of Economics, Entrepreneurship, Management Business and Accounting Indo-Fintech Intellectuals: Journal of Economics and Business (JIMBE) Jurnal Ekonomi, Akutansi dan Manajemen Nusantara (JUMPER) Journal of Economics, Bussiness and Management Issues Banking & Management Review 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 Journal of Economic Education and Entrepreneurship Studies
Windarsari, Wiwin Riski
Management, Universitas Negeri Makassar, Indonesia
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Literasi Keuangan Digital dan Keberlanjutan UKM: Peran Mediasi Manajemen Risiko Hasisa Haruna; Achmad Ridha; Adriansyah Adriansyah; Fina Ruzika Zaimar; Wiwin Riski Windarsari
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 4 No. 6 (2026): Mei 2026
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v4i6.263

Abstract

Penelitian ini mengkaji pengaruh literasi keuangan digital terhadap keberlanjutan bisnis UKM dengan mempertimbangkan peran mediasi manajemen risiko. Studi ini merespons kesenjangan literatur yang masih terbatas dalam menjelaskan mekanisme bagaimana literasi keuangan digital diterjemahkan menjadi kinerja jangka panjang. Mengintegrasikan Resource-Based View dan Dynamic Capability Theory, penelitian ini menggunakan pendekatan kuantitatif dengan desain survei lintas-seksional pada UKM kuliner di Makassar. Analisis dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa literasi keuangan digital berpengaruh positif dan signifikan terhadap keberlanjutan bisnis. Selain itu, literasi keuangan digital secara signifikan meningkatkan kapabilitas manajemen risiko, yang juga berpengaruh positif terhadap keberlanjutan bisnis. Analisis mediasi mengonfirmasi bahwa manajemen risiko berperan sebagai mediator parsial dalam hubungan tersebut. Temuan ini menunjukkan bahwa keberlanjutan bisnis tidak hanya ditentukan oleh kepemilikan literasi keuangan digital, tetapi juga oleh kemampuan UKM dalam mengoperasionalkannya melalui praktik manajemen risiko. Studi ini memberikan kontribusi teoretis dengan menekankan pentingnya pendekatan berbasis mekanisme, serta implikasi praktis bagi pengembangan kapasitas UKM secara terintegrasi.
Customer Service Automation Through Ai-Powered CRM: Impact On Marketing Target Accuracy Wiwin Riski Windarsari
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.
Inovasi Produk dalam Kosmetik Halal : Membangun Kepercayaan Konsumen melalui Citra Merek. Muh Faidil; Wiwin Riski Windarsari; Annisa Ramadhani; Raudatul Jannah Rakib Sibiti; Nur Aliyah Syarifuddin
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
Pengaruh Cita Rasa dan Persepsi Harga Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Pada Hisana Fried Chicken di Kota Makassar) Marsena Limbong; Anwar Anwar; Ilma Wulansari Hasdiansa; Nurfadilla Ayu Sandira; Wiwin Riski Windarsari
Benefit: Journal of Bussiness, Economics, and Finance Vol. 4 No. 5 (2026): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v4i5.2157

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh cita rasa dan persepsi harga terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada Hisana Fried Chicken di Kota Makassar. Penelitian menggunakan pendekatan kuantitatif dengan desain penelitian kausal. Populasi penelitian adalah seluruh pelanggan Hisana Fried Chicken di Kota Makassar, sedangkan sampel berjumlah 100 responden yang dipilih menggunakan teknik judgemental sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert, kemudian dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa cita rasa berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Sebaliknya, persepsi harga tidak berpengaruh signifikan terhadap kepuasan pelanggan. Selain itu, cita rasa, persepsi harga, dan kepuasan pelanggan tidak berpengaruh signifikan terhadap loyalitas pelanggan. Hasil pengujian mediasi juga menunjukkan bahwa kepuasan pelanggan tidak mampu memediasi pengaruh cita rasa maupun persepsi harga terhadap loyalitas pelanggan. Temuan ini mengindikasikan bahwa loyalitas pelanggan Hisana Fried Chicken di Kota Makassar belum sepenuhnya dipengaruhi oleh cita rasa, persepsi harga, maupun kepuasan pelanggan, sehingga terdapat faktor lain di luar model penelitian yang berpotensi memengaruhi loyalitas pelanggan. Penelitian ini diharapkan dapat menjadi masukan bagi manajemen Hisana Fried Chicken dalam meningkatkan strategi pemasaran dan mempertahankan loyalitas pelanggan.
Behavioral Nudging And Citizen Adoption Of E-Government Services: A Systematic Review Of Local Government Marketing Strategies Wiwin Riski Windarsari; Hery Maulana Arif; Kong Chantha
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.587

Abstract

The increasing implementation of e-government services has transformed how local governments deliver public services and engage with citizens. However, despite significant investments in digital infrastructure, citizen adoption of digital government services remains inconsistent. This study systematically reviews the most effective marketing strategies for increasing citizen adoption of e-government services in local government contexts. Using a systematic literature review (SLR) approach based on PRISMA guidelines, this study synthesized evidence from 24 empirical studies retrieved through the Elicit academic search platform. The findings reveal that behavioral nudging is the most consistently effective strategy for promoting e-government adoption. Interventions involving simplification, default settings, social influence, facilitating conditions, and collective-benefit framing generated stronger adoption outcomes than passive mass-media campaigns and conventional promotional approaches. The review further indicates that trust, digital literacy, demographic characteristics, and service complexity significantly moderate the effectiveness of marketing interventions. In low-trust and digitally marginalized communities, community-based facilitation and peer mentoring approaches proved more effective than purely informational campaigns. Meanwhile, targeted digital communication and multichannel engagement strategies demonstrated positive outcomes among digitally literate populations. This study contributes to the e-government literature by integrating behavioral governance and public sector marketing perspectives into citizen adoption research. The findings suggest that successful digital governance depends not only on technological quality, but also on citizen-centered communication, trust-building mechanisms, and behavioral intervention strategies.
DILEMA KONSUMSI DI TENGAH BOIKOT: MENGAPA KONSUMEN MASIH MEMBELI PRODUK STARBUCKS? Analisis Faktor Keputusan Pembelian atas Produk yang Diboikot di Kota Makassar Achmad Ridha; Wiwin Riski Windarsari; Azlan Azhari; Lidya Anastasya
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i2.2986

Abstract

Introduction: This study investigates the factors influencing consumer decisions to continue purchasing Starbucks products in Makassar amid active boycott campaigns linked to geopolitical issues. The phenomenon reflects the rise of political consumerism, where moral, ideological, and social values intersect with consumption behavior. Despite mounting public pressure, many consumers persist in their consumption habits, raising questions about the psychological and social drivers that shape these decisions. Methods: This quantitative study employed Exploratory Factor Analysis (EFA) to examine data collected through Likert-scale questionnaires distributed to 180 respondents. The 18 indicators used in the instrument were derived from relevant literature, previous research, and preliminary observations. The aim was to identify the underlying dimensions that explain why consumers remain loyal to a brand under socio-political pressure. Results: The factor analysis identified four key dimensions: (1) Emotional Attachment and Brand Perception, (2) Social Influence and Environmental Pressure, (3) Psychological Response to Boycott, and (4) Autonomy and Self-Identity. The findings reveal that emotional loyalty, product satisfaction, and perceived quality strongly influence continued purchasing behavior. Additionally, mechanisms such as cognitive dissonance and symbolic resistance help consumers rationalize their decisions, while weak social pressure and personal autonomy further support brand loyalty. These results suggest that consumer resistance to boycott appeals is shaped by complex interplays between psychological attachment, social context, and self-image. Keywords: Consumer Decision, Political Consumerism, Boycott, Brand Loyalty, Exploratory Factor Analysis
SYSTEMATIC LITERATURE MAPPING AND BIBLIOMETRIC SYNTHESIS: STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING PERFORMANCE Wiwin Riski Windarsari; Achmad Ridha; Andi Rahmatullah Mangga; Hasisa Haruna
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
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
Judul penelitian dalam bahasa Indonesia Windarsari, Wiwin Riski
Banking & Management Review Vol. 13 No. 2 (2025): Banking & Management Review
Publisher : Universitas Ekuitas Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/bmr.v13i2.1033

Abstract

Introduction/Main Objectives: This study analyzes how Es Teh Indonesia managed a 2022 social media crisis using Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT), focusing on the relationship among response strategies, public sentiment, and cultural interpretation. Background Problems: In Indonesia’s collectivist society, brand crises on social media are often intensified by defensive or legalistic corporate responses that run counter to audience expectations for humility and empathy. However, limited research explores how these cultural values influence crisis outcomes in non-Western contexts. Novelty: This research integrates SCCT and IRT within an Indonesian cultural framework, emphasizing how moral tone and cultural alignment affect the effectiveness of crisis communication. It extends Western crisis theories by incorporating cultural sensitivity as a contextual factor. Research Methods: A qualitative descriptive case study was conducted through content and sentiment analysis of Es Teh Indonesia’s official statements, 500 user comments on Twitter/X and Instagram, and 15 news reports, guided by SCCT and IRT categories. Findings/Results: The company’s initial defensive response, implying legal action, intensified backlash, resulting in 70.4% negative sentiment. A later accommodative tone partially restored trust but did not fully repair it due to the absence of an apology. Conclusion: Empathetic, transparent, and culturally aligned communication is more effective than defensive strategies. Successful crisis management in collectivist contexts requires humility, responsiveness, and moral accountability.
Efektivitas Kampanye Instagram Ads terhadap Brand Awareness di Kalangan Gen Z Nulthazam Sarah; Nur Fadilah Ayu Sandira; Indri Iswardhani; Sri Astuti Nasir; Wiwin Riski Windarsari
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.
Co-Authors Abd Muis Achmad Ridha Adriansyah Adriansyah Adriansyah Adriansyah Adriansyah Adriansyah Alisyahbana, Andi Naila Quin Azisah Anastasya, Lidya Andi Ariyani Hardianti Andi Naila Quin Azisah Alisyahbana Andi Rahmatullah Mangga Andi Rahmatullah Mangga Andika Isma Anisatun Humayrah Rais Annisa Ramadhani Anwar Anwar Azlan Azhari Betania Kartika Muflih Betania Kartika Muflih Betania Kartika Muflih Ely Siswanto Erwin Erwin Fina Ruzika Zaimar Fina Ruzika Zaimar Hardiyanti, Andi Ariyani Hasan, Handayani Hasisa Haruna Hasnidar Hasnidar Hery Maulana Arif Hery Maulana Arif Hery Maulana Arif Ilma Wulansari Hasdiansa Indri Iswardhani Isma Azis Riu Kong Chantha Leny Yuliana Lidya Anastasya Lidya Anastasya Mangga, Andi Rahmatullah Marsena Limbong Muh Faidil Negara, Satria Putra Jaya Novia Fitri Ramadani Nulthazam Sarah Nur Aliyah Syarifuddin Nur Fadilah Ayu Sandira Nurhayani Nurhayani nurhayani Rahmat, Muhammad Rijal Alim Raudatul Jannah Rakib Sibiti Rostina S, Samsu Alam Sri Astuti Nasir Sudarmiatin Ummul Khaerani Yusuf, Yulia Yunita Zaimar, Fina Ruzika Zainuddin S