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All Journal Hasanuddin Economics and Business Review Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Southeast Asia Journal of Business, Accounting, and Entrepreneurship Entrepreneurship, Management, and Business Research Journal Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Jurnal Ilmu Manajemen
Mustafa, Muh. Yushar
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Kajian Literatur: Strategi Personal Selling Melalui Relationship Marketing Pasca Pandemi COVID-19 Abadi, Rahmat Riwayat; Haeruddin, M. Ikhwan Maulana; Mustafa, Muh. Yushar; Data, Muh. Umar; Nurjannah, Nurjannah
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 1 No. 1 (2024): FEBRUARY 2024 - JRBME
Publisher : Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi

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Abstract

Salah satu strategi pemasaran yang menjadi kunci bagi organisasi, khususnya perusahaan/unit bisnis, yaitu strategi promosi. Dalam melakukan strategi promosi ada beberapa cara dan salah satunya yaitu strategi personal selling melalui relationship marketing. Penelitian ini pun kemudian menemukan masalah yang masih sedikit terjawab di dalam literatur pemasaran yakni kia tapa saja yang sebaiknya dilakukan oleh unit bisnis dalam menentukan strategi pemasarannya, terkhusus personal selling melalui relationship marketing di era pasca pandemi COVID-19. Dengan pendekatan metode analisis literatur, penelitian ini kemudian menyimpulkan bahwa secara umum, strategi personal selling melalui relationship marketing pasca pandemi COVID-19 di antaranya: (1) berkembangnya  koneksi digital; (2) fokus pada kebutuhan pelanggan; (3) menyediakan nilai tambah; (4) membangun kepercayaan; (5) personalisasi komunikasi; dan (6) menjaga hubungan jangka panjang.
Age of Ultron: Exploring the Transformational Leadership Influence on Marketing Innovation of SMEs (An Investigation Based on the 4I Model of Burns) Mustafa, Muh. Yushar; Ismail, Md. Daud; Haeruddin, M. Ikhwan Maulana; Natsir, Uhud Darmawan; Idris, Muh. Ma'ruf; Akbar, Abdi; Mariñas-Acosta, Caroline
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Leadership is a critical factor in safeguarding the development of SMEs’ marketing innovation. The literature shows that the concept of transformational leadership has gained significant scholarly attention recently. However, there is a scarcity of empirical research on the role of transformational leadership style within the context of small and medium-sized enterprises (SMEs). Additionally, existing studies mainly focus on developed countries ignoring the unique contextual setting of developing countries. In line with such a phenomenon, this study addresses the research gaps by investigating the role of transformational leadership in SMEs’ marketing innovation strategy. The scope of this study is SMEs in the Makassar region of Indonesia. In addition, this study was conducted from July 2024 to February 2025. Through the analysis of the existing studies and the preceding theoretical frameworks, this study identifies several key characteristics of transformational leadership that contribute to the innovative practices of SMEs in Makassar. As such, for theoretical implications, the finding of this study suggests that transformational leadership enhances creativity, encourages risk-taking, and fosters an organisational culture conducive to innovation, ultimately driving the growth and competitiveness of SMEs in the region. For managerial implications, this study offers several insights that may be beneficial for SME owners, especially in helping SMEs to be more highly innovative.
The Transactional Leadership and Employee Job Satisfaction: Exploring the Mediating Effect of Job Environment Inside SMEs Human Resource Improvement Inriani, Inriani; Baso Rachim, Andi Farid; Abdullah, Salma; Mustafa, Muh. Yushar
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 2-3 (2025): MAY-AUGUST 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

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Abstract

Despite numerous studies having been conducted in explaining the role of transactional leadership on employee job satisfaction, this study finds that there is a lack of research in examining the mediation effect of job environment on the relationship of transactional leadership and job satisfaction, specifically in the context of SMEs in emerging countries. Therefore, this study aims to investigate the relationship between transactional leadership and employee job satisfaction within SMEs, with the special emphasis on the mediating effect of job environment. By examining the phenomenon above through a quantitative methodology approach and the application of partial least square measurement, this study finds that in a sample size of 101 SMEs, transactional leadership positively and significantly affects both job environment and employee job satisfaction. Likewise, the role of job environment does affect employee job satisfaction positively and significantly. Intriguingly, this study also finds that job environment has a positive and significant mediating effect on the relationship between transactional leadership and employee job satisfaction. Moreover, the outcome of this study is correspondingly expected to contribute theoretically and managerially to the body of knowledge by offering an insight that later helps managers of SMEs to enhance their employee satisfaction.
The Artificial Intelligence Moderation Impact Inside Tourism SMES’ Transactional Leadership and Organisational Performance: A Business Event Analysis Ampauleng, Ampauleng; Abdullah, Salma; Mustafa, Muh. Yushar; Maulana, Achmad Amzal
Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Vol. 7 No. 2 (2025): August-December
Publisher : Politeknik Pariwisata Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/pusaka.v6i2.592

Abstract

Literature indicates that many studies are exploring organisational performance with an emphasis on both transformational and transactional leadership styles; unfortunately, this study finds that there are few empirical studies explaining the performance of SMEs, especially tourism SMEs from developing countries, with a focus on transactional leadership style and AI. In doing so, as a research novelty of this study, it is important to investigate the moderating effect of AI on the relationship between transactional leadership style and the performance of SMEs in emerging countries. Drawing on a sample of 192 tourism small and medium-sized enterprises from an emerging country, which is Indonesia, this study applies a quantitative research approach with a purposive sampling technique and analyses the research data through a structural equation modelling approach. The findings of this study reveal that transactional leadership positively and significantly influences organisational performance, with artificial intelligence serving as a positive and significant moderator. Specifically, the presence of artificial intelligence technologies enhances the effectiveness of transactional leadership by facilitating decision-making processes and improving operational efficiency. This study identifies that the extent of artificial intelligence integration is a moderating factor, recommending that organisations must strategically adopt artificial intelligence technologies to maximise leadership effectiveness. This research is also expected to contribute theoretically and managerially to the literature on leadership, organisational study, and technology by emphasising the critical moderating role of artificial intelligence in increasing organisational outcomes, offering practical implications for leaders aiming to leverage technology for improved performance.
JAPANESE ENTERPRISES ROLE ON SMES DEVELOPMENT IN INDONESIA: INSIDE TOBIKO EXPORT AND IMPORT Mustafa, Muh. Yushar; Mustafa, Fahrina; Mustafa, Riad; Mustafa, Rahmat
Hasanuddin Economics and Business Review VOLUME 2 NUMBER 2, 2018
Publisher : Faculty of Economics and Business, Hasanuddin University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v2i2.1352

Abstract

The behavior and the performance of firms, which are highlighted on small and medium-sized enterprise (SME) development, have been extensively discussed since few past decades among the scholars and researchers. Nonetheless, most of those studies only concentrate onto Western firms and less is known in South-East Asia firms, especially the firms located in Indonesia. Consistent with the lack of literature mentioned above, the most significant problem within the body of literature is there are also very little comprehensive findings of empirical research in examining the role of foreign enterprises which specialized in flying fish roe product, known as Tobiko or To Bio No Tamago in Japanese, on the development of Indonesian SMEs in general and the development of natives’ wealth and knowledge in particular. To this knowledge, this study thus aims to expound the role of Kanetoku Corporation and Kanematsu Corporation (formerly known as Kanematsu Gosho Ltd.) – as the representative of the foreign firms – on the development of Indonesian SMEs that are originated from South Sulawesi province, especially from Makassar, Takalar, and Mamuju region. Through the application of resource-based view (RBV) as the grounded theory and the emphasis on the underpinning concept of innovation and knowledge-transfer, this study is strongly expected come up with the result that innovation and knowledge transfer provided by Japanese firms intentionally or unintentionally have become the vital factors on the development of South Sulawesi SMEs that can be seen for example within (1) the successful internationalization of South Sulawesi SMEs and amusingly (2) the remarkable discovery of a new habitat of flying fish outside the South Sulawesi province by the South Sulawesi SMEs during the collaboration between Japanese firms.
PENGEMBANGAN KEPEMIMPINAN DAN KETERAMPILAN MANAJERIAL BAGI PELAKU USAHA MIKRO DI DESA TAROWANG, JENEPONTO Haeruddin, M. Ikhwan Maulana; Sahabuddin, Romansyah; Haeruddin, Muhammad Ilham Wardhana; Mustafa, Muh. Yushar; Syahrul, Khaidir; Hiromi, Hikmah; Mustafa, Riad; Ramly, Aryad Firdauzi
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 5 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i5.2152

Abstract

This community service activity was motivated by the low level of leadership and managerial skills among micro-business owners in Tarowang Village, Jeneponto Regency, which has limited their competitiveness and business sustainability. The primary objective of this program was to enhance participants’ knowledge and skills in leadership and micro-business management through an applied and participatory training approach. The methods included presentations, group discussions, and practical simulations involving 30 micro, small, and medium enterprise (MSME) participants. Competent resource persons in the field of management delivered relevant and context-based materials tailored to participants’ needs. The results indicated a significant improvement in participants’ understanding of leadership and management concepts, as evidenced by pre- and post-training evaluations. Participant feedback reflected high satisfaction and motivation to apply newly acquired skills in their business operations. As a follow-up, additional training sessions on specific topics such as financial management and digital marketing are planned, along with the establishment of an MSME community network to support collaboration and program sustainability.ABSTRAKKegiatan pengabdian kepada masyarakat ini dilatarbelakangi oleh rendahnya kemampuan kepemimpinan dan keterampilan manajerial pelaku usaha mikro di Desa Tarowang, Kabupaten Jeneponto, yang berdampak pada terbatasnya daya saing dan keberlanjutan usaha mereka. Tujuan utama kegiatan ini adalah untuk meningkatkan pengetahuan dan keterampilan peserta dalam aspek kepemimpinan serta manajemen usaha mikro melalui pelatihan yang aplikatif dan partisipatif. Metode pelaksanaan mencakup presentasi, diskusi kelompok, dan simulasi praktis dengan melibatkan 30 pelaku UMKM sebagai peserta. Narasumber yang kompeten di bidang manajemen memberikan materi yang relevan dan kontekstual sesuai kebutuhan peserta. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap konsep kepemimpinan dan manajemen, yang tercermin dari hasil evaluasi sebelum dan sesudah pelatihan. Umpan balik peserta menunjukkan kepuasan tinggi serta motivasi untuk menerapkan keterampilan baru dalam kegiatan usaha mereka. Sebagai tindak lanjut, direncanakan pelatihan lanjutan pada topik spesifik seperti pengelolaan keuangan dan pemasaran digital, serta pembentukan komunitas pelaku UMKM untuk memperkuat jejaring dan keberlanjutan program pemberdayaan.
The Skywalker Saga: A Bibliometric Analysis on Product Innovation in the Era of Artificial Intelligence Mustafa, Muh. Yushar; Mustafa, Riad; Haeruddin, M. Ikhwan Maulana; Putra, Muh. Al Fatah Arief
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 3 No. 1-3 (2025): MARCH TO SEPTEMBER 2025 - SAINS
Publisher : PT Smart Media Makassar

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Abstract

Product innovation is a key driver of economic growth and corporate competitiveness. Artificial intelligence (AI) is revolutionising product innovation, influencing how products are developed, marketed and used. This study aims to map the research landscape on product innovation and AI through bibliometric analysis. Data are collected from scientific publication databases such as Google Scholar, Scopus, and Web of Science, covering publications from 2000 to 2023. Bibliometric analysis is performed using VOSviewer and Publish or Perish software to identify publication trends, author collaborations, research themes, and keywords. As for theoretical contribution, the results of the study show a significant increase in related publications, strong interdisciplinary collaboration, and dominant research themes such as the use of AI in product design, AI-based market analysis, and smart product development. As for managerial contribution, this study provides insights into the challenges and opportunities associated with the use of AI for product innovation, which can help companies make more informed decisions and drive innovation in various industrial sectors.
The Effect of Guerrilla Marketing on Purchasing Decisions: A Systematic Literature Review Putri, Annisa Mawaddah Arief; Haeruddin, M. Ilham Wardhana; Hasdiansa, Ilma Wulansari; Musa, Muh. Ichwan; Abadi, Rahmat Riwayat; Mustafa, Muh. Yushar
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 2-3 (2025): MAY-AUGUST 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

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Abstract

In a company environment that is becoming more and more competitive, guerrilla marketing has become a potent and economical marketing tactic. The purpose of this study is to methodically examine how guerrilla marketing affects consumer choice. In this study, 7 pertinent prior papers were gathered, filtered, and analysed from a variety of academic sources using the systematic literature review (SLR) method. The analysis's findings demonstrate that guerrilla marketing has a major impact on consumer choices in a number of ways, such as through inventiveness, surprise, humour, message clarity, and emotional appeal. Additionally, this study reveals crucial mediators in the relationship between guerrilla marketing and purchase decisions, including brand image, innovation, and relevancy to the target demographic. The research's conclusions offer scholars and marketers important new information for comprehending guerrilla marketing's workings and creating more successful campaigns.
The Effect of Workload on Employee Performance Through Work Stress as a Mediating Variable In Employees of PT Citilink Sultan Hasanuddin International Airport Makassar Sabina, A. Zalza; Haeruddin, M. Ilham Wardhana; Burhanuddin, Burhanuddin; Musa, Muh. Ichwan; Syahrul, Khaidir; Mustafa, Muh. Yushar
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 2 No. 3-4 (2025): AUGUST DECEMBER 2025 - JRBME
Publisher : PT Smart Media Makassar

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Abstract

The approach used in this study is quantitative with descriptive and causal design. The population in this study includes individuals whose number is not known for certain. The sample was determined using the saturated or census sampling method, so that 45 respondents were obtained. Data collection was carried out through questionnaires, then analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) version 3.0 method. The results of the study indicate that: (1) Workload has a negative and significant effect on performance. (2) Workload has a positive and significant effect on work stress. (3) Work stress has a negative and significant effect on performance. (4) Work stress has a negative and significant effect in mediating the influence of workload on performance.
Counting the Cost: Driving the Emergence of Decision-Making Behaviour on Competitiveness Brand Abadi, Rahmat Riwayat; Musa, M. Ichwan; Haeruddin, M. Ilham Wardhana; Abadi, Ridfan Rifadly; Mustafa, Muh. Yushar
Jurnal Ilmu Manajemen Vol. 14 No. 1 (2024): Jurnal Ilmu Manajemen
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jim.v14i1.257

Abstract

Consumers of skincare products pay more attention to safety and comfort before deciding to make a purchase. For these personal needs, consumers look for skincare products with a brand image and high quality. This research aims to determine the influence of brand image variables on purchasing decisions through switching costs for consumers who buy Somethinc skincare products. The method used in the research is a descriptive method with a quantitative approach. This research was carried out on Somethinc skincare users in the city of Makassar. The research sample was 100 respondents and sampling used a non-probability sampling method. The sampling technique in this research used purposive sampling. The data collection technique used was a questionnaire. The data analysis method used is using structural equational modeling with the help of the Smart-PLS version 3 application. The research results show that brand image influences purchasing decisions, switching costs influence purchasing decisions, and brand image influences purchasing decisions through switching costs.
Co-Authors Abadi, Rahmat Riwayat Abdi Akbar Idris Abdullah, Salma Agung Widhi Kurniawan Ampauleng, Ampauleng Baso Rachim, Andi Farid Burhanuddin Burhanuddin Data, Muh. Umar Dipoatmodjo, Tenri S. P. Haeruddin, M. Ilham Wardhana Hiromi, Hikmah Ilma Wulansari Hasdiansa Inriani Inriani, Inriani Ismail, Md. Daud M. Ikhwan Maulana Haeruddin Mariñas-Acosta, Caroline Maulana, Achmad Amzal Muh. Ma’ruf Idris Musa, M. Ichwan Mustafa, Fahrina Mustafa, Rahmat Mustafa, Riad Natsir, Uhud Darmawan Nurjannah Nurjannah Putra, Muh. Al Fatah Arief Putri, Annisa Mawaddah Arief Ramly, Aryad Firdauzi Ridfan Rifadly Abadi Romansyah Sahabuddin Sabina, A. Zalza Saleh, Muh. Syahraka Samba, Jessica E. Syahrul, Khaidir