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All Journal Jurnal Mirai Management International Journal of Artificial Intelligence Research SEIKO : Journal of Management & Business JURNAL MANAJEMEN BISNIS Jurnal Manajemen Bisnis Prima Abdika: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Jurnal Bisnis Digital dan Enterpreneur (BISENTER)
Masyadi
ProdiManajemen, Universitas Lamappapoleonro
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Digital Content Marketing, Influencer Credibility, dan Interaktivitas Media Sosial terhadap Loyalitas Merek di Kalangan Generasi Z Abbas, Muchlis; Taufik Thahir; Rahmawati Umar; Syahrul Irwandi; Masyadi
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1277

Abstract

This study investigates the influence of Digital Content Marketing, Influencer Credibility, and Social Media Interactivity on Brand Loyalty among Generation Z consumers in Indonesia. The research is motivated by the shifting behavior of Gen Z, who are highly influenced by digital content and social media dynamics in forming brand preferences and loyalty. A quantitative explanatory approach was adopted using a survey method. Data were collected from 190 respondents aged 18–26 years who actively use social media and have interacted with brand or influencer content. The sampling technique used was purposive sampling. Data were analyzed using multiple linear regression supported by classical assumption tests. The results reveal that all three variables positively and significantly influence brand loyalty. Among them, Influencer Credibility has the strongest impact, followed by Social Media Interactivity and Digital Content Marketing. The R² value of 0.533 indicates that 53.3 percent of the variation in brand loyalty is explained by the model. The F-test and t-tests confirm the significance of the model, with no issues of multicollinearity or autocorrelation found. These findings highlight the importance for brands to create credible influencer collaborations, engaging content, and active interactions with Gen Z audiences. Future research is recommended to explore mediating variables such as brand trust, digital experience, or emotional engagement.
Pengaruh Personalisasi Digital, Kepercayaan Terhadap Influencer, dan Keterlibatan Pelanggan Terhadap Keputusan Pembelian Online di Kalangan Gen Z Abbas, Muchlis; Rahmawati Umar; Masyadi; Muin, Asri Nur
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1279

Abstract

This study explores the influence of digital personalization, trust in influencers, and customer engagement on online purchase decisions among Generation Z. As digital technology continues to evolve, consumer behavior—especially among Gen Z—has shifted toward more personalized, interactive, and influencer-driven experiences. Gen Z, being digital natives, respond strongly to tailored content and value engaging, trustworthy digital interactions in their purchasing journey. Using a quantitative explanatory approach, data were collected through a structured survey targeting Gen Z individuals who are active social media users and frequent online shoppers. The results reveal that all three variables—digital personalization, trust in influencers, and customer engagement—have a positive and significant impact on online purchase decisions. Among these, customer engagement emerges as the most influential factor in shaping purchase behavior. These findings highlight the critical role of personalized digital experiences, credible influencer relationships, and meaningful brand-customer interactions in driving Gen Z’s online buying decisions.
Pengaruh Literasi Keuangan Terhadap Perilaku Komsumtif Mahasiswa Prodi Manajemen Universitas Lamappapoleonro Aini, Sukma; Masyadi, Masyadi; Rahmah, Puji; Aslina, Neri
Jurnal Ilmiah METANSI ”Manajemen dan Akuntansi” Vol 8 No 2 (2025): Jurnal Ilmiah Metansi (Manajemen dan Akuntansi)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Lamappapoleonro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57093/metansi.v8i2.466

Abstract

Mahasiswa merupakan kelompok usia yang rentan terhadap perilaku konsumtif. Hal ini disebabkan oleh beberapa faktor, seperti pesatnya perkembangan teknologi informasi dan komunikasi, semakin banyaknya produk yang mudah diakses, pengaruh pergaulan, dan kurangnya pemahaman tentang literasi keuangan. Penelitian ini bertujuan untuk mengetahui pengaruh literasi keuangan terhadap perilaku konsumtif mahasiswa Program Studi Manajemen Universitas Lamappapoleonro. Fenomena gaya hidup konsumtif di kalangan mahasiswa semakin meningkat seiring dengan kemudahan akses terhadap platform belanja daring, layanan kredit digital, dan kurangnya pemahaman terkait pengelolaan keuangan pribadi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel diambil sebanyak 100 responden mahasiswa Prodi Manajemen melalui teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan regresi linier sederhana untuk menguji pengaruh antara variabel literasi keuangan (X) terhadap perilaku konsumtif (Y). Teknik pengambilan sampel menggunakan metode purposive sampling. Dari total populasi sebanyak 621 mahasiswa, jumlah sampel ditentukan menggunakan rumus Slovin dengan tingkat kesalahan (margin of error) sebesar 10%, sehingga diperoleh 86 responden sebagai sampel penelitian.Untuk mengetahui pengaruh literasi keuangan terhadap perilaku konsumtif mahasiswa Program Studi Manajemen Universitas Lamappapoleonro, maka digunakan analisis regresi linear sederhana.Berdasarkan hasil penelitian tentang literasi keuangan terhadap perilaku konsumtif mahasiswa Program Studi Manajemen Universitas Lamappapoleonro, maka dapat disimpulkan bahwa literasi keuangan berpengaruh signifikan terhadap literasi keuangan terhadap perilaku konsumtif mahasiswa Program Studi Manajemen Universitas Lamappapoleonro. Berdasarkan kesimpulan tersebut penulis menyarankan bahwa untuk mengurangi perilaku komsumtif mahasiswa pada Program studi Manajemen Universitas Lamappapoleonro hendaknya dilakukan upaya yang komperehensif melalui edukasi keuangan yang efektif yang tidak hanya mereka peroleh dalam matakuliah Manajemen Keuangan dalam meningkatkan literasi keuangan mereka.
Pelatihan Echogreen Pemanfaatan Limbah Daun Kopi menjadi Teh Celup Daun Kopi Masyadi, Masyadi; Amrial, Amrial; Patappari, Andi
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 4 No. 3 (2024): Volume 4 Nomor 3 Tahun 2024
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v4i3.4746

Abstract

Mattabulu Village's coffee farmers struggle with a lack of product diversification, which also affects their understanding of how to make coffee leaf tea correctly and effectively. As a result, the outcomes are unsatisfactory and not well received by consumers. The large coffee plantations produce coffee leaf waste, which farmers usually burn to reduce feces; however, this leads to air pollution. To help solve the existing problems, a community service initiative was carried out in the form of echogreen training on the utilization of coffee leaf waste into coffee leaf tea bags. This community service activity aims to transform coffee leaves into a marketable product by verifying the processing of coffee leaves. The methods implemented are socialization, training, evaluation, and mentoring. The training and mentoring materials consist of enhancing the skills of the Mattabulu coffee business group in product diversification, particularly in producing coffee leaf tea bags with better quality that can be sold commercially and digitally. In addition, it can also be socialized that coffee leaf tea bags have health benefits because they contain less caffeine compared to coffee. Coffee leaf tea can prevent cardiovascular problems and heart disease due to the presence of mangiferin, which can lower blood pressure. During the event, the community and members of the Mattabulu coffee business group warmly welcomed the DPL team and students. It is hoped that in the future, the coffee leaf tea bag product will have good prospects for community income, supported by the availability of raw materials, the ease of product processing, and the availability of equipment that has already been provided to the business group.
Analisis Tentang Penilaian Kinerja Keuangan Dengan Menggunakan Metode Economic Value Added (EVA) Pada Koperasi Bakthi SMPN 3 Watansoppeng Irnayani; Masyadi
Jurnal Bisnis Digital dan Enterpreneur (BISENTER) Vol. 1 No. 1 (2023): Jurnal Bisnis Digital dan Enterpreneur
Publisher : STMIK Amika Soppeng

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

Abstract

Financial performance is a result or achievement achieved in a certain period. In this study, the assessment of financial performance was carried out using the EVA (Economic Value Added) method where this method was considered better than the ratio analysis. This study aims to evaluate the financial performance of the Bakthi Cooperative of SMPN 3 Watansoppeng. By using the EVA (Economic Value Added) method analysis tool during the 2018 research year is the same as 2020. This research is quantitative and qualitative research with data collection techniques in the form of interviews and documentation in the form of annual financial statements. Furthermore, it is analyzed using the EVA (Economic Value Added) method. From the results of research using the EVA method, it can be seen that the EVA value at the Bakthi Cooperative of SMPN 3 Watansoppeng experienced a negative value in 2018 which means that there is no value increase and the cooperative's financial performance is not good. In 2019-2020 the EVA value > 0 or positive value. The positive EVA shows that cooperatives are able to provide economic added value and good financial performance. This study also used multiple linear regression analysis techniques that were processed using SPSS software. Based on the results of the analysis, it shows that EVA has no effect on NOPAT, Cost of Capital, WACC and Invested Capital.
Co-Authors A.Muh Achyar Abbas, Muchlis Abdul Salam Aini, Sukma Amrial Amria Amrial Amrial Amrial, Amrial Andi Jenni Indriakati Andi M Nurul Afdhal Andi M. Nurul Afdhal Aslina, Neri Asmini Asmini Asriana Asriana Asriana Azis Bahtiar Maddatuang Ibrahim Ibrahim Ibrahim Ika Mahkota Putri Irnayani Kasnaeny Karim, Kasnaeny Mangkona, Suriyanti Mansur Mansur Muchlis Abbas Muh Fuad Randy Muh Sahrul Muin, Asri Nur Mutmainna Andi Sudirman Mutmainna Andi Sudirman Nurmal Nurmal Patappari, Andi Rahmah, Puji Rahmawati Umar Siti Massita Sukma Aini Sukma Aini Sukma Aini Syahrul Irwandi Syuhrah Khaerah Taufik Thahir Taufik Thahir Thahir, Taufik Verri Ginoga Yusrab Ardianto Sabban Yusril Masri