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All Journal Publikasi Pendidikan Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Phinisi Integration Review Jurnal Ilmiah Pena: Sains dan Ilmu Pendidikan Martabe : Jurnal Pengabdian Kepada Masyarakat Bisman (Bisnis dan Manajemen): The Journal of Business and Management Mattawang: Jurnal Pengabdian Masyarakat Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Liabilitas : Jurnal Ilmiah Akuntansi dan Ekonomi Journal of Training and Community Service Adpertisi Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen, Akuntansi, Ekonomi Journal of Artificial Intelligence and Digital Business Cross-border IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Indonesian Journal Of Business And Entrepreneurship Research Metta: Jurnal Penelitian Multidisiplin Ilmu (JIMBE) Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Journal of Innovative and Creativity Sigma: Jurnal Pembelajaran dan Pendidikan Matematika Sawerigading Jurnal Sipakatau Journal of Economics, Bussiness and Management Issues SMART: Jurnal Pengabdian Kepada Masyarakat Macca: Science-Edu Journal Mammiri: Jurnal Pengabdian Masyarakat Padaidi: Journal of Tourism Dedication PESHUM Padaidi: Journal of Tourism Dedication Journal of Economics and Management Technologies Jurnal Akademik Pengabdian Masyarakat Ichsan Sidenreng Rappang
Hasisa Haruna
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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SYSTEMATIC LITERATURE MAPPING AND BIBLIOMETRIC SYNTHESIS: STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING PERFORMANCE Windarsari, Wiwin Riski; Ridha, Achmad; Mangga, Andi Rahmatullah; Haruna, Hasisa
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): JUNI
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
Integrasi Project-Based Learning (PjBL) dan Adversity Quotient dalam Meningkatkan Kesiapan Berwirausaha: Analisis Bibliometrik dan Systematic Literature Review Bakhtiar, Muhammad Ilham; Rosida, Vivi; Haruna, Hasisa; Satriadi, Satriadi; Syam, Suehartono; Verdian, Aldi Huda
Publikasi Pendidikan Vol 15, No 3 (2025)
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/publikan.v15i3.76928

Abstract

Penelitian bertujuan untuk menganalisis tren dan arah penelitian terkait Project-Based Learning (PjBL) dalam pendidikan kewirausahaan yang terindeks di Scopus. Secara khusus, tujuan penelitian meliputi: (1) mengidentifikasi tren publikasi PjBL dalam pendidikan kewirausahaan sepuluh tahun terakhir, (2) menelusuri perkembangan tren penelitian periode 2003–2025, (3) memetakan topik dominan dalam kajian PjBL dan kewirausahaan, (4) mengeksplorasi keterbatasan serta peluang riset masa depan, dan (5) merumuskan kerangka konseptual integrasi PjBL dan Adversity Quotient (AQ) dalam membentuk kompetensi kewirausahaan yang tangguh dan adaptif. Metode penelitian menggunakan pendekatan Systematic Literature Review (SLR) dengan pedoman PRISMA berbasis data Scopus yang menghasilkan 221 terbitan 2003-2025 sebagai artikel awal. Setelah penyaringan dengan kriteria inklusi–eksklusi, kemudian Analisis bibliometris menggunakan aplikasi RStudi , OpenRefine dan Biblioshny. Hasil penelitian menunjukkan tren publikasi meningkat signifikan sejak 2015 dan mencapai puncak pada 2024. Tema penelitian berevolusi dari fokus manajemen proyek ke integrasi pengalaman nyata, keterampilan abad ke-21, digitalisasi, Ethno-STEM, hingga self-efficacy sebagai landasan teoritis. Tantangan masih terlihat pada minimnya integrasi social enterprise, startup, dan kolaborasi global, terutama di negara berkembang. Namun, peluang riset terbuka pada inovasi digital, kurikulum berbasis proyek, serta perluasan jejaring internasional. Secara konseptual, integrasi PjBL dan AQ berpotensi membentuk kompetensi kewirausahaan kreatif, resilien, dan adaptif, relevan dengan tantangan pendidikan abad ke-21. 
Kekuatan Voice of Customer di Media Sosial: Dampaknya terhadap Respons dan Perbaikan CRM Perbankan Windarsari, Wiwin Riski; Zaimar, Fina Ruzika; Haruna, Hasisa; Ridha, Achmad; Mangga, Andi Rahmatullah
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 2 (2025): Juli 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i2.4344

Abstract

Social media is increasingly serving as a primary channel for customers to voice their banking experiences, including complaints, questions, and appreciation. This study aims to analyze the power of Voice of Customer (VoC) on platform X and its impact on company responses and Customer Relationship Management (CRM) improvements. The study analyzed 1,456 posts from 998 unique accounts addressed to Bank C's official account during August 2025. The results showed that dominant complaints included failed transactions with balance deductions, application disruptions, OTP and verification issues, difficulties contacting customer service, and security and fraud issues. Company responses were generally directed to private channels (DM or phone) using template-based answers. However, personalization efforts were evident in innovative application features, such as transaction notifications, e-statements, and the Bank C keyboard. These findings confirm that VoC is not simply a source of complaints but also a strategic input that can drive system improvements and interaction quality. Practical implications include the need to strengthen social listening, improve the quality of personalized responses, and integrate VoC directly into CRM. The use of AI and automation can also support the initial response process, while maintaining human oversight for sensitive cases. This research was limited to a single banking institution, a single platform, and a specific period, so the results cannot be broadly generalized. Future studies are recommended to involve more institutions, communication channels, and take a longitudinal approach to assess the impact of CRM improvements on customer satisfaction and loyalty.
Membangun Pertumbuhan Berkelanjutan melalui Aliansi Strategis dan Inovasi Model Bisnis: Studi Eksplorasi dalam Industri Teknologi Indonesia Dwiyanti, Dwiyanti; Haruna, Hasisa
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 4 No. 3 (2025): November 2025
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v4i3.231

Abstract

Industri teknologi Indonesia telah mengalami ekspansi pesat yang didorong oleh transformasi digital, peningkatan adopsi konsumen, dan arus investasi. Namun, mempertahankan pertumbuhan jangka panjang tetap menjadi tantangan krusial akibat keterbatasan sumber daya, ketidakpastian regulasi, dan persaingan pasar yang semakin ketat. Studi ini mengeksplorasi bagaimana aliansi strategis dan inovasi model bisnis secara bersama-sama berkontribusi pada pertumbuhan berkelanjutan di antara perusahaan teknologi di Indonesia. Menggunakan desain kualitatif eksploratif, beberapa studi kasus dilakukan yang melibatkan perusahaan rintisan dan perusahaan mapan, dengan data dikumpulkan melalui wawancara semi-terstruktur, analisis dokumen, dan pengkodean tematik. Temuan penelitian mengungkapkan bahwa aliansi strategis memungkinkan perusahaan mengakses sumber daya eksternal, memperkuat jaringan distribusi, dan mempercepat penetrasi pasar, terutama bagi perusahaan rintisan dengan kapasitas internal terbatas. Sementara itu, inovasi model bisnis terutama model langganan, platform digital, dan perluasan ekosistem, membantu perusahaan menghasilkan pendapatan berulang dan meningkatkan keterlibatan pelanggan. Studi ini menyoroti sinergi yang kuat antara kedua strategi: aliansi menyediakan kapabilitas yang saling melengkapi, sementara model bisnis inovatif mengubah kapabilitas ini menjadi penciptaan nilai jangka panjang. Namun demikian, hambatan seperti resistensi internal terhadap perubahan, ketidakselarasan budaya antar mitra, dan lingkungan regulasi yang dinamis menghambat implementasi. Penelitian ini berkontribusi pada literatur manajemen strategis di pasar negara berkembang dengan menunjukkan bahwa pertumbuhan berkelanjutan tidak hanya memerlukan kolaborasi dan inovasi, tetapi juga kemampuan beradaptasi organisasi dan konsistensi strategis.
Pelatihan Sistem Informasi Pengajuan Judul Skripsi (SIPJS) Zaimar, Fina Ruzika; Haruna, Hasisa; Windarsari, Wiwin Riski; Bahri, Nur Alim; Ahmad, Ahmad
Jurnal Akademik Pengabdian Masyarakat Ichsan Sidrap Vol 2 No 1 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Effective and efficient academic services are important indicators in improving the quality of higher education. One of the main challenges faced by study programs is the thesis title submission system which is still done manually, thus triggering various problems such as delays, data irregularities, and difficulties in monitoring by supervisors. Through this community service activity, training on the thesis title submission information system (SIPJS) was conducted for students and lecturers in order to introduce and implement digital technology in the academic administration process. This training uses a participatory approach and direct practice so that participants are able to understand and operate the system optimally. The evaluation results show that SIPJS can increase the efficiency of the title submission process and strengthen the transparency of academic communication between students and lecturers.
Pelatihan Pemanfaatan Platform Digital untuk Menumbuhkan Kewirausahaan Berkelanjutan Rakib, Muhammad; Halim, Nur; Isma, Andika; Haruna, Hasisa; Dewantara, Hajar
IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Vol 5, No 2 (2025): IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat
Publisher : Univeristas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/iptek.v5i2.79641

Abstract

Abstrak. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan keterampilan peserta dalam memanfaatkan berbagai platform digital sebagai sarana untuk mengembangkan kewirausahaan yang berkelanjutan. Sasaran kegiatan ini adalah siswa SMA Negeri 11 Sidenreng Rappang yang memiliki minat dan potensi dalam bidang kewirausahaan. Metode pelaksanaan PKM ini dilakukan dalam dua pendekatan yaitu pelatihan dan pendampingan praktik langsung kepada mitra sasaran dan menggunakan metode ceramah, diskusi, demonstrasi, dan praktik langsung. Materi pelatihan tentang konsep dasar kewirausahaan berkelanjutan, pemanfaatan media sosial dan marketplace untuk promosi, e-commerce, cara membuat dan mengelola toko online serta pembuatan akun di platform e-commerce, platform digital, dan praktik atau simulasi promosi bisnis digital. Hasil kegiatan menunjukkan bahwa siswa memperoleh peningkatan pengetahuan dan keterampilan dalam memanfaatkan teknologi digital untuk mendukung kegiatan kewirausahaan. Siswa mampu memahami konsep kewirausahaan berkelanjutan, mengenal berbagai platform digital yang dapat digunakan untuk promosi dan penjualan, serta berlatih secara langsung membuat konten digital kreatif yang relevan dengan dunia usaha modern. Selain peningkatan kemampuan teknis, kegiatan ini juga berhasil menumbuhkan motivasi, kreativitas, dan rasa percaya diri siswa untuk mulai merintis ide bisnis secara mandiri. Pihak sekolah pun memperoleh manfaat berupa peningkatan minat dan partisipasi siswa dalam kegiatan kewirausahaan, serta munculnya gagasan untuk menjadikan kegiatan serupa sebagai program berkelanjutan di lingkungan sekolah. Kata Kunci: pelatihan, e-commerce, platform digital, kewirausahaan, berkelanjutan
Purr-suasion in Action: How Catvertising BoostsBrand Recall through Cognitive Fluency Achmad Ridha; Hasisa Haruna; Fina Ruzika Zaimar; Wiwin Riski Windarsari; Adriansyah
Journal of Economics and Management Technologies Vol. 1 No. 3 (2025): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v1i3.12

Abstract

The Objectives – This study investigates how catvertising, or the strategic use of cat imagery in social-media advertising, influences brand recall through the mediating role of cognitive fluency. The research aims to understand how emotional engagement and cognitive simplicity jointly enhance advertising effectiveness in digital environments. The Methods/approaches – Using a quantitative, cross-sectional approach, data were collected from 100 active social-media users aged 18–35 in Makassar City, Indonesia. Respondents were exposed to simulated social-media advertisements containing or excluding cat imagery and subsequently completed a seven-point Likert-scale questionnaire measuring catvertising, cognitive fluency, and brand recall. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, consisting of two stages: outer-model and inner-model evaluation. The Results – The results reveal that catvertising has a significant positive effect on brand recall, while cognitive fluency also enhances recall independently. However, the interaction effect between catvertising and cognitive fluency is not significant, indicating that emotional appeal and processing ease operate as parallel rather than moderating mechanisms. The Research Implications – These findings contribute to the theoretical integration of affective and cognitive perspectives in digital advertising research and highlight the importance of emotionally resonant yet cognitively simple designs. For practitioners, the study emphasizes the managerial relevance of incorporating familiar and emotionally appealing visuals to strengthen brand memorability in competitive social-media contexts.
Pengaruh Personal Branding Influencer terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Mahasiswa Kewirausahaan Fakultas Ekonomi Universitas Negeri Makassar Asmayanti, Asmayanti; Reski Nurhikmah, Andi; Haruna, Hasisa; Rinda Oktariani, Andi
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh personal branding influencer terhadap keputusan pembelian melalui kepercayaan konsumen pada mahasiswa Kewirausahaan Fakultas Ekonomi Universitas Negeri Makassar. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan kausal, serta analisis data dilakukan menggunakan Structural Equation Modeling (SEM) Partial Least Square (PLS). Populasi penelitian ini adalah seluruh mahasiswa aktif Program Studi Kewirausahaan yang menggunakan media sosial dan pernah terpapar konten influencer, dengan sampel sebanyak 120 responden yang diambil menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa personal branding influencer berpengaruh positif dan signifikan terhadap kepercayaan konsumen dan keputusan pembelian. Selain itu, kepercayaan konsumen terbukti memediasi hubungan antara personal branding influencer dan keputusan pembelian. Temuan ini menegaskan bahwa influencer yang kredibel, konsisten, dan interaktif dapat meningkatkan kepercayaan mahasiswa terhadap produk, sehingga mendorong niat dan keputusan pembelian secara signifikan.
Co-Authors Achmad Ridha Adriansyah Adriansyah Adriansyah Adriansyah Agus Syam Ahmad Ahmad Alfiah Nurfadhilah AM Hindi Amaliah, Rezeki Andi Anggi Kemalasari Andika Isma Aslindawaty, Nur Asmayanti ASMAYANTI, ASMAYANTI Bahri, Nur Alim Dewiyanti Fadly Dwiyanti Dwiyanti Dwiyanti Dwiyanti Dwiyanti, Dwiyanti Fachry Abda El Rahman Fandi Ahmad Fina Ruzika Zaimar Gayang, Dominggus Hajar Dewantara Halim, Nur Hamran Hardiyanti Hatibu Harjuna, Hariani Hasyim, Sitti Hajerah Husain As Inayanti Fatwa Iwan Setiawan HR Jayawarsa, A.A. Ketut JUMARDI Kemalasari, Andi Anggi Khaidarsyah. S Lutfi, Mukhtar Mahmuddin Mahmuddin Mangga, Andi Rahmatullah Marlina, Sitti Muhammad Ilham Bakhtiar, Muhammad Ilham Muhammad Ilyas Thamrin Tahir Muhammad Rakib Musdalifah Musdalifah Novi Wulandari Nurhayani Nurhayani Nurhikmah, Andi Reski Pahrul, Pahrul Reski Nurhikmah, Andi Rifhani Handayani L Rinda Oktariani, Andi Satriadi, Satriadi Siradjuddin, Siradjuddin Sri Asmirani Suci Wulandhani Sudarmi Sudarmi Sutamrin, Sutamrin Syam, Agus Syam, Suehartono Tahir, Sumiati Thamrin Tahir Verdian, Aldi Huda Vika Puji Cahyani Vivi Rosida Widiastini Arifuddin Windarsari, Wiwin Riski Yusuf, Yulia Yunita Zaimar, Fina Ruzika