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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 Indo-Fintech Intellectuals: Journal of Economics and Business (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 Journal of Economic Education and Entrepreneurship Studies
Windarsari, Wiwin Riski
Management, Universitas Negeri Makassar, Indonesia
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Customer Lived Experiences Of Proactive Social Media Engagement And Its Influence On Brand Equity: An IPA Approach Wiwin Riski Windarsari; Betania Kartika Muflih
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.
Digital CRM Adoption in Creative MSMEs The Role of Customer Relationship Capability in Increasing Competitive Advantage Wiwin Riski Windarsari
International Humanity Advance, Business & Sciences Vol 3 No 3 (2026): January
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i3.1057

Abstract

This study investigates the role of Digital Customer Relationship Management (CRM) adoption in enhancing competitive advantage among creative small and medium-sized enterprises (SMEs), with a particular focus on the mediating role of customer relationship capability (CRC). Grounded in the Resource-Based View and Dynamic Capabilities, this research proposes that digital CRM functions as a strategic resource whose value is realized through organizational capabilities. A quantitative approach was employed using survey data collected from 200 creative SMEs. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that digital CRM adoption has a significant positive effect on customer relationship capability and competitive advantage. Furthermore, customer relationship capability significantly influences competitive advantage and partially mediates the relationship between digital CRM adoption and competitive advantage. These findings demonstrate that the impact of digital CRM on competitive advantage is not direct but largely depends on the firm’s ability to transform technological resources into relational capabilities. This study contributes to the CRM literature by addressing the “black box” between technology adoption and firm performance through a capability-based perspective. It also integrates resource-based and dynamic capability views in explaining how SMEs leverage digital technologies to achieve sustainable competitive advantage. Practically, the study suggests that SMEs should not only invest in digital CRM systems but also develop internal capabilities to effectively manage customer relationships. The findings provide strategic insights for SMEs seeking to maximize the benefits of digital transformation in increasingly competitive markets.
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.
Diferensiasi Kualitas Keterlibatan dalam Social Commerce: Analisis Sistematis Trust-Based Engagement terhadap Perilaku Pembelian Berulang Wiwin Riski Windarsari; Hery Maulana Arif
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.v4i6.261

Abstract

Studi ini menantang pandangan dominan bahwa keterlibatan media sosial secara seragam mendorong loyalitas pelanggan dengan membedakan antara kuantitas dan kualitas keterlibatan dalam perdagangan sosial. Penelitian sebelumnya sebagian besar bergantung pada metrik berbasis paparan (misalnya, tayangan, suka, dan waktu yang dihabiskan), mengabaikan peran interaksi yang didasari kepercayaan. Untuk mengatasi kesenjangan ini, studi ini menempatkan keterlibatan berbasis kepercayaan sebagai mekanisme kunci yang mendasari perilaku pembelian berulang. Tinjauan Literatur Sistematis (SLR) yang mengikuti kerangka kerja PRISMA dilakukan, mensintesis 11 studi empiris yang dipilih dari kumpulan awal 1.000 catatan. Analisis menggabungkan sintesis kualitatif dengan perbandingan kuantitatif dari hubungan yang dilaporkan di seluruh studi yang berfokus pada TikTok dan Instagram. Temuan tersebut mengkonfirmasi asosiasi positif antara keterlibatan dan perilaku pembelian; namun, kekuatan hubungan ini bervariasi secara signifikan berdasarkan jenis keterlibatan. Keterlibatan pasif menunjukkan efek yang terbatas dan tidak langsung, sedangkan keterlibatan berbasis kepercayaan menunjukkan pengaruh yang lebih kuat melalui mediasi kepercayaan pelanggan dan nilai yang dirasakan. Studi ini juga mengidentifikasi kesenjangan kritis dalam literatur, yaitu ketergantungan yang berlebihan pada niat pembelian daripada data pembelian berulang yang sebenarnya. Secara teoritis, studi ini memperluas kerangka Stimulus–Organisme–Respons dengan menekankan kualitas keterlibatan sebagai konstruk sentral. Secara praktis, studi ini menyoroti kebutuhan akan strategi pemasaran digital yang berpusat pada kepercayaan.
Dari Adopsi Teknologi ke Pembangunan Kapabilitas: Tinjauan Literatur Sistematis tentang CRM pada UKM Ritel Hery Maulana Arif; 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.v4i6.262

Abstract

Penelitian ini bertujuan untuk mengidentifikasi dan mensintesis faktor penghambat (barriers) dan pendorong (enablers) dalam adopsi Customer Relationship Management (CRM) pada sektor ritel dan usaha kecil menengah (UKM). Pendekatan yang digunakan adalah Systematic Literature Review (SLR) dengan mengikuti kerangka PRISMA 2020 terhadap artikel jurnal bereputasi periode 2015–2025 yang diperoleh dari Scopus, Web of Science, dan ScienceDirect. Dari proses seleksi, sebanyak 32 artikel dianalisis menggunakan teknik thematic synthesis dan conceptual mapping berbasis kerangka Technology–Organization–Environment (TOE) yang diperluas dengan perspektif kapabilitas. Hasil penelitian menunjukkan bahwa adopsi CRM dipengaruhi oleh interaksi multidimensional antara faktor teknologi, organisasi, dan lingkungan. Hambatan utama meliputi keterbatasan finansial, kompleksitas teknologi, infrastruktur yang tidak memadai, rendahnya literasi digital, serta resistensi organisasi. Sementara itu, faktor pendorong mencakup dukungan manajemen, pelatihan sumber daya manusia, solusi berbasis cloud, pendekatan implementasi bertahap, serta tekanan kompetitif dan dukungan eksternal. Studi ini juga menegaskan peran penting digital readiness dan dynamic capabilities sebagai mediator dalam menghubungkan determinan dengan keberhasilan adopsi CRM. Implikasi penelitian ini menekankan bahwa keberhasilan implementasi CRM tidak hanya bergantung pada teknologi, tetapi juga kesiapan organisasi dan kemampuan adaptasi strategis.
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.
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 Andika Isma Anisatun Humayrah Rais Annisa Ramadhani Azlan Azhari Betania Kartika Muflih Betania Kartika Muflih Betania Kartika Muflih Ely Siswanto Erwin Erwin Faidil, Muh Fina Ruzika Zaimar Fina Ruzika Zaimar Hardiyanti, Andi Ariyani Hasan, Handayani Hasisa Haruna Hasnidar Hasnidar Hery Maulana Arif Hery Maulana Arif Hery Maulana Arif Indri Iswardhani Isma Azis Riu Kong Chantha Leny Yuliana Lidya Anastasya Lidya Anastasya Mangga, Andi Rahmatullah Negara, Satria Putra Jaya Novia Fitri Ramadani Nulthazam Sarah Nur Fadilah Ayu Sandira Nurhayani Nurhayani nurhayani Rahmat, Muhammad Rijal Alim Rakib Sibiti, Raudatul Jannah Rostina S, Samsu Alam Sri Astuti Nasir Sudarmiatin Syarifuddin, Nur Aliyah Ummul Khaerani Yusuf, Yulia Yunita Zaimar, Fina Ruzika Zainuddin S