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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 JIMR : Journal Of International Multidisciplinary Research JITAA : Journal Of International Taxation, Accounting And Auditing 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 Chemical Engineering, Chemistry & Bioengineering 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 PERSEPSI HARGA DAN PERCEIVED VALUE TERHADAP KEPERCAYAAN KONSUMEN: STUDI PADA MAHASISWA MANAJEMEN FEB UNIVERSITAS HALU OLEO KENDARI Dzulfikri Azis Muthalib
Jurnal Multidisipliner Bharasumba Vol 5 No 01 (2026): 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.v5i01.2144

Abstract

This study aims to analyze the effect of price perception and perceived value on consumer trust among students of the Management Study Program, Faculty of Economics and Business, Universitas Halu Oleo, who actively engage in online shopping. This research employs a quantitative approach with a causal research design. Data were collected through an online questionnaire distributed to 90 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that price perception has a positive and significant effect on consumer trust. In addition, perceived value also has a positive and significant effect on consumer trust, with a more dominant influence compared to price perception. Simultaneously, price perception and perceived value explain a substantial proportion of the variance in students’ consumer trust. These findings suggest that students evaluate e-commerce transactions holistically by considering price fairness as well as the perceived functional, emotional, and social value.
PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN KINERJA PEMASARAN UMKM DI KOTA KENDARI Dzulfikri Azis Muthalib
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.v4i04.2149

Abstract

This study aims to examine the influence of digital marketing on customer engagement and marketing performance of Micro, Small, and Medium Enterprises (MSMEs) in Kendari City, Southeast Sulawesi. The research employs a quantitative explanatory approach with a sample of 110 MSME owners and managers selected through purposive sampling. Data were collected using structured questionnaires measuring digital marketing dimensions (social media marketing, content marketing, email marketing, search engine optimization, and online advertising), customer engagement (cognitive, emotional, and behavioral), and marketing performance (sales growth, customer acquisition, brand awareness, and customer retention). Data analysis utilized Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test direct and indirect relationships. Results indicate that digital marketing has a significant positive effect on customer engagement and marketing performance. Customer engagement also significantly mediates the relationship between digital marketing and marketing performance. These findings provide theoretical contributions to digital marketing literature in the MSME context and practical implications for MSME owners in optimizing digital strategies to enhance engagement and business performance.
PENGARUH BRAND AWARENESS DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM DI KOTA KENDARI Dzulfikri Azis Muthalib
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 E-SERVICE QUALITY TERHADAP E-LOYALTY MELALUI E-TRUST PADA PELANGGAN FERINESIA MOBILE DI PT.UKI RAYA LINES CAB.KENDARI Dzulfikri Azis Muthalib; Haprisia; Nasrul; Feliks Anggia Binsar Kristian Panjaitan
Jurnal Multidisipliner Bharasumba Vol 5 No 03 (2026): 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.v5i03.2627

Abstract

The objectives of this study are: (1) To determine and analyze the influence of e-service quality on e-loyalty of Ferinesia Mobile Customers at PT. Uki Raya Lines Cab.Kendari. To determine and analyze the influence of e-service quality on e-trust of Ferinesia Mobile Customers at PT. Uki Raya Lines Cab.Kendari. To determine and analyze the influence of e-trust on e-loyalty of Ferinesia Mobile Customers at PT. Uki Raya Lines Cab.Kendari. To determine and analyze the influence of e-service quality on e-loyalty through e-trust of Ferinesia Mobile Customers at PT. Uki Raya Lines Cab.Kendari. The population in this study were all Ferinesia Mobile customers at PT. Uki Raya Lines Cab.Kendari. The sample in this study was 100 respondents using the lemeshow formula. The data analysis technique used Partial Least Square (PLS) with a calculation process assisted by the Smart PLS 4 program. The results of the study showed that: e-service quality had a positive and significant effect on e-loyalty. E-service quality has a positive and significant effect on e-trust. E-trust has a positive and significant effect on e-loyalty. E-service quality has a positive and significant effect on loyalty through e-trust.
DAMPAK FINANCIAL BRAND VALUE TERHADAP PROFITABILITAS DAN NILAI PERUSAHAAN (Study Perusahaan Consumer Non-Cyclicals Sub-Industri Food & Baverage 2018-2023) Wahyuniati Hamid; Sujono; Elvi; Dzulfikri Azis Muthalib
Jurnal Multidisipliner Bharasumba Vol 5 No 03 (2026): 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.v5i03.2628

Abstract

Brand value is an important intangible asset that can enhance customer loyalty, reduce marketing costs, and support premium pricing, thereby contributing to a company's profitability and firm value. This study aims to examine the impact of financial brand value on profitability and firm value in the Food & Beverage sub-industry in Indonesia during the 2019–2023 period, using a quantitative research design with annual report data from 17 companies selected through purposive sampling. Data were analyzed using panel regression, classical assumption tests, and hypothesis testing. The results show that financial brand value has no significant effect, and tends to be negatively related, to ROA, ROE, and ROC. The prestige driver shows mixed and insignificant results across all three profitability indicators. The loyalty driver is the most significant positive factor influencing ROA and ROE. The extension driver generally shows no significant effect. Regarding firm value, brand value has a significant positive effect on stock price but an insignificant negative relationship with Tobin's Q. Interestingly, the previous year's brand value has a significant positive effect on ROA and ROC, indicating a long-term effect of brand value on financial performance.
PENGARUH BAURAN RITEL DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI SANYA SWALAYAN KOTA KENDARI Dzulfikri Azis Muthalib
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 Dzulfikri Azis Muthalib
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 Dzulfikri Azis Muthalib
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 Dzulfikri Azis Muthalib
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.
Co-Authors Abd Azis Muthalib Abd. Azis Muthalib Ade Marsalena, Nindy Adnan Hakim Alida Palilati Alidin, La Ode Asfahyadin Amalia Madi, Riski Ambo Masse Ambo Masse Andi Muhammad Fuad Ramadhan Andri Yayu Arusani, Arusani Asrip Putera Conny Conny Conny, Conny Dewi, Ayu Lestari Elvi Emilia Nurdin Feliks Anggia Binsar Kristian Panjaitan Fitriaman Haprisia Haprisia, Haprisia Harmiaty Bahar Hasnidar Hasnidar Hayat Yusuf Husin Husin Isalman Ismail, La Ode Ittaqullah, Nurul Johsan Indra Jaya Juharsah 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 Laode Asfahyadin Aliddin Loong, Ang Hong Loso Judijanto M. Yusuf Mahmudin A. Sabilalo Masse, Ambo Midani, Midani Mojolou, Dean Nelson Mubaraq, Ahmad Muh. Abduh Anwar Muh. Irfandy Azis Muh. Israwan Azis Muh. Yasin Muhammad Asir Muhammad Masri Muhayyang Muhram, La Ode Muthalib, Abd. Aziz N, Ismail Khalid Naim, Ifin Nasrul Nasrul Nasrullah Dali Nehru Putri, Triwulandari Nursaadha Rajuddin, Wa Ode Nursaban Rommy Nursaban Rommy Suleman Pricilia Christina Angel Purwati Ningtyas, Ajeng Putra, Halim Dwi Rachmat Rialdy Hasan Rahmat Madjid Rahmayani Ode, Hesty Ratih Hurriyati Renny Lubis Ridha Fadhilah Kamaruddin Rommy Suleman, Nursaban Sabrang Gilang Gemilang Saleh, Salma Samdin Si Made Ngurah Purnaman Sinarwati Sinarwaty Sunarjo Sri Wiyati Mahrani Sudirman Zaid Sudirman Zaid Sujono Suleman, Nursaban Rommy Sulvariany Tamburaka Supriadi Supriadi Surni, Surni Taufan Sufatriansa Awal Tuti Dharmawati Unika Oktaviani Damau Wa Ode Intan Kurniawati Wahyuniati Hamid Wayan Sudasana, I Windayani Windayani Windayani Yakub, L.M. Yakdatamare Yakub, LM Yakdatamare Yusuf Yusuf, Niken Yulian