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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Jurnal Darma Agung EKONOMIKA45 SIGMA: Journal of Economic and Business Qawwam Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Bharasumba Jurnal Multidispliner Jurnal Pengabdian Masyarakat Berkarya Journal Economics Technology and Entrepreneur AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Jurnal Multidisipliner Kapalamada JIM : Journal Of International Management Ilmu Manajemen Sosial Humaniora (JIMSH) PHENOMENON : MULTIDISCIPLINARY JOURNAL OF SCIENCES AND RESEARCH Inovasi Sosial: Jurnal Pengabdian Masyarakat INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Manajemen dan Kewirausahaan Welfare: Jurnal Pengabdian Masyarakat Journal of Islamic Economy
Muthalib, Dzulfikri Azis
Universitas Halu Oleo Kendari
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Transportation Other

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PENGARUH BRAND AWARENESS DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA KENDARI Azis Muthalib, Dzulfikri
Jurnal Multidisipliner Bharasumba Vol 4 No 04 (2025): BHARASUMBA: Jurnal Multidisipliner
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/bharasumba.v4i04.2150

Abstract

This study aims to analyze the effect of brand awareness and brand trust on purchasing decisions of MSME products in Kendari City.. This research employs a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to consumers of MSME products in Kendari City, involving 100 respondents selected using a simple random sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that brand awareness and brand trust simultaneously have a positive and significant effect on purchasing decisions of MSME products in Kendari City. Partially, both brand awareness and brand trust also have a positive and significant effect on purchasing decisions, with brand trust identified as the most dominant variable. These findings suggest that consumers tend to purchase MSME products that they are familiar with and trust. This study is expected to contribute theoretically to marketing literature, particularly in the context of MSME brand equity, and to provide practical implications for MSME actors and local governments in formulating effective marketing strategies to enhance the competitiveness of local MSME products.
PENGARUH BAURAN RITEL DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SANYA SWALAYAN KOTA KENDARI Azis Muthalib, Dzulfikri
Journal Economics Technology And Entrepreneur Vol 4 No 04 (2025): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v4i04.2141

Abstract

This study aims to analyze the effect of retail mix and service quality on consumers’ purchase decisions at Sanya Swalayan in Kendari City. This research employs a quantitative approach with an explanatory research design. The research population consists of Sanya Swalayan customers, with a sample of 90 respondents determined based on the number of research indicators. A purposive sampling technique was applied. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using multiple linear regression analysis with the assistance of SPSS software. The results indicate that the retail mix and service quality simultaneously have a positive and significant effect on consumers’ purchase decisions. Partially, the retail mix has a positive and significant effect on purchase decisions, while service quality also has a positive and significant effect and is the most dominant variable. These findings suggest that integrated retail strategies and improved service quality play an important role in encouraging consumers’ purchase decisions.
PENGARUH MEDIA SOSIAL MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS PELANGGAN PADA UMKM DI KOTA KENDARI Azis Muthalib, Dzulfikri
Journal Economics Technology And Entrepreneur Vol 4 No 04 (2025): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v4i04.2142

Abstract

This study aims to analyze the effect of social media marketing on customer engagement and customer loyalty, as well as to examine the mediating role of customer engagement in the context of micro, small, and medium enterprises (MSMEs) in Kendari City. This research employs a quantitative approach using a survey method, with data collected from 50 MSME customers who actively interact through social media platforms. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing has a positive and significant effect on customer engagement. Furthermore, social media marketing also has a positive and significant effect on customer loyalty. Customer engagement is proven to have a positive and significant effect on customer loyalty. Mediation analysis reveals that customer engagement partially mediates the relationship between social media marketing and customer loyalty. These findings suggest that effective social media marketing activities not only enhance customer loyalty directly but also indirectly through increased customer engagement.
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN UMKM DI KOTA KENDARI Azis Muthalib, Dzulfikri
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 4 No 04 (2025): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v4i04.2139

Abstract

This study aims to analyze the effect of brand image and product quality on customer loyalty of Micro, Small, and Medium Enterprises (MSMEs) in Kendari City, Southeast Sulawesi. The study employs a quantitative approach using a survey method. Data were collected from 96 respondents who are MSME customers, selected through purposive sampling. Data collection was conducted using a structured questionnaire, and the research instruments were tested for validity and reliability prior to further analysis. Hypothesis testing was performed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that brand image and product quality have a positive and significant effect on customer loyalty. The findings also reveal that product quality plays a more dominant role than brand image in shaping customer loyalty. These results suggest that MSMEs in Kendari City need to prioritize continuous improvement and consistency in product quality, supported by strengthening brand image through effective marketing communication, in order to create sustainable customer loyalty
PENGARUH ATMOSFER TOKO DAN EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF MAHASISWA MANAJEMEN FEB UNIVERSITAS HALU OLEO KENDARI Azis Muthalib, Dzulfikri
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 4 No 04 (2025): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v4i04.2140

Abstract

This study aims to analyze the effect of online store atmosphere and positive emotions on impulsive buying among students of the Management Department, Faculty of Economics and Business, Universitas Halu Oleo Kendari, who actively engage in online shopping. This research employs a quantitative approach with a causal research design. Data were collected through an online questionnaire using a five-point Likert scale from 92 respondents selected through purposive sampling. Data analysis was conducted using multiple linear regression with SPSS version 26. The results indicate that online store atmosphere has a positive and significant effect on impulsive buying. Positive emotions also have a positive and significant effect on impulsive buying and demonstrate a more dominant influence compared to online store atmosphere. Simultaneously, online store atmosphere and positive emotions significantly affect impulsive buying. These findings suggest that a well-designed digital shopping environment can stimulate positive emotions, which in turn encourage impulsive buying behavior. This study contributes theoretically to the literature on e-commerce-based consumer behavior.
PENGARUH DIGITAL MARKETING CAPABILITY DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM (STUDI PADA UMKM SEKTOR KULINER DI KOTA KENDARI) Azis Muthalib, Dzulfikri; Azis Muthalib, Abd; Asfahyadin Aliddin, Laode; Masse, Ambo
Jurnal Multidisipliner Kapalamada Vol. 4 No. 04 (2025): JURNAL MULTIDISIPLINER KAPALAMADA
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/kapalamada.v4i04.2145

Abstract

This study aims to analyze the effect of digital marketing capability and customer engagement on the marketing performance of culinary MSMEs in Kendari City, both partially and simultaneously. This research employs a quantitative approach with an explanatory research design. Data were collected through a survey using structured questionnaires distributed to owners or managers of culinary MSMEs in Kendari City. The data were analyzed using multiple linear regression analysis. The results indicate that digital marketing capability has a positive and significant effect on marketing performance. Customer engagement also shows a positive and significant influence on marketing performance. Simultaneously, digital marketing capability and customer engagement complement each other and play an important role in enhancing the marketing performance of culinary MSMEs. These findings highlight the importance of integrating digital marketing capabilities with effective customer engagement strategies to improve competitiveness and ensure the sustainability of culinary MSMEs in the digital era.
TRAINING PROGRAM ON STREAMLINED BUSINESS PLANNING AND MANAGEMENT FOR MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN RAPAMBINOPAKA VILLAGE Masri, Muhammad; Fitriaman; Azis Muthalib, Dzulfikri; Putera, Asrip; Rialdy Hasan, Rachmat
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.1924

Abstract

This community service program aims to enhance the managerial capacity of MSME actors in Rapambinopaka Village, Lalonggasumeeto District, Konawe Regency through the “Anti-Ribet Business Management” training, which emphasizes simplified and practical approaches to business planning and management. The program was carried out in four stages preparation, core training, mentoring, and evaluation using an andragogical and hands-on learning approach to ensure that the materials were easily understood and applied. The results indicate improvements in participants’ ability to prepare one-page business plans, conduct simple and regular financial recording, apply basic digital marketing strategies, and implement task division within family-operated businesses. Participants also began using financial applications and social media platforms to expand their market reach. These improvements demonstrate increased managerial understanding and independence in business operations. The program further strengthened MSME collaboration through shared learning and local business networking.
Co-Authors Abd. Azis Muthalib Ade Marsalena, Nindy Alida Palilati Alidin, La Ode Asfahyadin Amalia Madi, Riski Ambo Masse Andi Muhammad Fuad Ramadhan Arusani, Arusani Asfahyadin Aliddin, Laode Azis Muthalib, Abd Conny Conny Conny, Conny Dewi, Ayu Lestari Emilia Nurdin Fitriaman Haprisia, Haprisia Harmiaty Bahar Hasnidar Hasnidar Husin Husin Ismail, La Ode Ittaqullah, Nurul Juharsah, Juharsah Jumui karunia, Erick Kurniati, Wa Ode Intan Kurniawati, Wa Ode Intan La Ode Muhammad Arfan Samrin La Ode Muhram La Ode Munawir, La Ode Loong, Ang Hong Loso Judijanto M. Yusuf Mahmudin A. Sabilalo Masri, Muhammad Masse, Ambo Midani, Midani Mojolou, Dean Nelson Mubaraq, Ahmad Muh. Abduh Anwar Muh. Irfandy Azis Muh. Israwan Azis Muh. Yasin Muhammad Asir Muhram, La Ode Muthalib, Abd. Aziz N, Ismail Khalid Naim, Ifin Nasrul Nasrullah Dali Nehru Putri, Triwulandari Nursaadha Rajuddin, Wa Ode Nursaban Rommy Nursaban Rommy Suleman Purwati Ningtyas, Ajeng Putera, Asrip Putra, Halim Dwi Rahmayani Ode, Hesty Ratih Hurriyati Renny Lubis Rialdy Hasan, Rachmat Rommy Suleman, Nursaban Sabrang Gilang Gemilang Saleh, Salma Samdin Si Made Ngurah Purnaman Sinarwaty Sunarjo Sudirman Zaid Suleman, Nursaban Rommy Sulvariany Tamburaka Supriadi Supriadi Surni, Surni Taufan Sufatriansa Awal Tuti Dharmawati Unika Oktaviani Damau Wa Ode Intan Kurniawati Wayan Sudasana, I Windayani Windayani Windayani Yakub, L.M. Yakdatamare Yakub, LM Yakdatamare Yusuf, Niken Yulian