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All Journal COMPETITIVENESS JOURNAL Jurnal Mirai Management EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) JURNAL EKONOMI SAKTI (JES) Al-Kharaj: Journal of Islamic Economic and Business Dinasti International Journal of Digital Business Management Jurnal Ilmiah Wahana Pendidikan Jurnal Ar-Ribh Humantech : Jurnal Ilmiah Multidisiplin Indonesia Eduvest - Journal of Universal Studies Economos : Jurnal Ekonomi dan Bisnis International Journal of Economic Research and Financial Accounting International Journal of Community Service Implementation International Journal of Education, Management, and Technology
Muchran, Muchriady
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Religion Aerospace Engineering 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 Materials Science & Nanotechnology Mathematics Neuroscience Public Health Social Sciences Other

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Pengaruh Digital Marketing, Word of Mouth dan Kepercayaan terhadap Keputusan Pembelian Mobil Suzuki pada PT Megah Putra Sejahtera Kota Makassar Ramadani, Tenri Wahyu; Romadhoni, Buyung; Muchran, Muchriady
Ekonomis: Journal of Economics and Business Vol 9, No 2 (2025): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i2.2325

Abstract

This study aims to examine and analyze the influence of digital marketing, word of mouth, and trust on purchasing decisions for Suzuki cars at PT. Megah Putra Sejahtera in Makassar. The research adopts a quantitative approach with a survey design. Data was collected through a questionnaire distributed to 160 customers of PT. Megah Putra Sejahtera. The data analysis technique used is path analysis. The results show that digital marketing and word of mouth have a positive and significant impact on customer trust. Trust, in turn, significantly affects the purchasing decision for Suzuki cars. However, the direct impact of digital marketing and word of mouth on purchasing decisions, without the mediation of trust, was not found to be significant. These findings suggest that customer trust is an important mediating variable in the relationship between digital marketing, word of mouth, and purchasing decisions. The study recommends that future research consider additional variables such as service quality, product quality, and reference groups to further enrich the analysis of purchasing decision-making.
Adaptasi Sumber Daya Manusia Melalui Transformasi Digitalisasi Berbasis Artificial Intelligence (AI) Pelaku UMKM Kabupaten Gowa Rahim, Abd; Jam’an, Andi; Muchran, Muchriady
Ekonomis: Journal of Economics and Business Vol 9, No 2 (2025): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i2.2335

Abstract

This study aims to analyze the adoption level, implementation, and the challenges and barriers to human resource (HR) adaptation in applying AI-based digital transformation among MSMEs in Gowa Regency. A qualitative descriptive method was employed, with data collected through in-depth interviews and participatory observation. The findings reveal varying levels of AI adoption among MSMEs. MSMEs engaged in screen printing and digital printing have started leveraging technologies such as Bing Image Creator to streamline graphic design processes, while the majority still face technological literacy barriers. Major challenges include limited knowledge, a digital divide between urban and rural areas, and a lack of technological skills. The study emphasizes the critical role of HR development through digital literacy training and technological infrastructure support. Therefore, an integrated strategy involving the government, educational institutions, and MSMEs is essential to fully capitalize on AI-based digital transformation benefits.
Co-Authors Achmad AC Aenul Aenul Agus Prasetyo Alriani, Rita Andi Rasdiyanti Andi Risfan Rizaldi Arief Hidayat Bahtiar Bahtiar Bahtiar Bahtiar Cisilia Doodoh Dian Ayu Ismarani Basir Firman Syah Haerani Haeranti Syam Hernita Arifuddin Ina Ramadhani Isnawati Isnawati J, Jusriadi Jam’an, Andi Jaya, Athira Dwi Jumarni Jumarni MMSI Irfan ,S. Kom Muchran Muchran Muchran Murniady Muhammad Akib Murniady Muchran Mursalim Mursalim Mutiara Nur Nasrullah Nasrullah Nur Wahyuni Nuryahya Nuryahya Rahim, Abd Rahmah, Syahidah Ramadani, Tenri Wahyu Romadhoni, Buyung Rosyida, Navantry Sahrullah, Sahrullah Samsul Rizal Siti Helmyati Sri Wahyuni Syahrunnisa Wa Ode Rayyani Wahyu Erdiansyah