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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis IJBE (Integrated Journal of Business and Economics) JMM (Jurnal Masyarakat Mandiri) JEMMA | Journal of Economic, Management and Accounting Jurnal Manajemen Bisnis Eka Prasetya Economics and Digital Business Review Nobel Management Review JURNAL AGROSAINS : Karya Kreatif dan Inovatif Bussman Journal : Indonesian Journal of Business and Management Amsir Management Journal Jurnal Pengabdian Masyarakat Waradin Economics and Business Journal Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO (JIMBE) Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Nobel Community Services Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI Advances in Management & Financial Reporting Advances in Business & Industrial Marketing Research Celebes Journal of Community Services PENG: Jurnal Ekonomi dan Manajemen Tepak Sirih : Jurnal Pengabdian Kepada Masyarakat Madani Jurnal Akuntansi Pajak dan Manajemen Masterpiece Journal Society Service Insight Journal of Economics and Management Technologies Jurnal Ilmiah Manajemen & Kewirausahaan Jurnal Pengabdian Indonesia
Azlan Azhari
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Optimalisasi Konten Instagram dan TikTok serta Pelatihan Editing Video dengan CapCut bagi Masyarakat Anang Setiawan; Fadil Muhammad; Nurul Chalisa Majiding; Achmad Ridha; Azlan Azhari
Jurnal Pengabdian Masyarakat Waradin Vol. 5 No. 2 (2025): Jurnal Pengabdian Masyarakat Waradin
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/wrd.v5i2.674

Abstract

The training on optimizing Instagram and TikTok social media content and video editing using the CapCut application was part of a community service program aimed at enhancing digital literacy and visual content production skills. This activity took place during the Education Exhibition commemorating the 63rd Anniversary of Universitas Negeri Makassar, involving participants from various backgrounds, including students and small business owners. Using a participatory method combining theoretical sessions, demonstrations, and hands-on practice, the training resulted in significant improvements in participants’ understanding of social media strategies, personal branding, and video editing skills. Evaluation results showed a 41% increase from pre-test to post-test scores, and 85% of participants grasped the basic concepts of reach and engagement in social media algorithms. This program successfully equipped participants with relevant digital competencies and contributed to social transformation through the strategic and creative use of social media.
ANALISIS PENGARUH ISLAMIC BRANDING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN ONLINE KONSUMEN DI GOFOOD : STUDI PADA MAKANAN HALAL ARABIAN FAST FOOD DI KOTA MAKASSAR Azhari, Azlan
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.416

Abstract

This study aims to analyze the influence of Islamic branding and electronic word of mouth (e-WOM) on purchasing decisions for Arabian fast food through the GoFood application in Makassar City. The background of this study is based on the increasing consumer preference for halal food that is easily accessible digitally, as well as the importance of understanding consumer trust factors such as Islamic branding and the influence of online reviews in the online purchasing decision-making process. This study uses a quantitative approach with multiple linear regression methods to examine the relationship between variables. The population in this study were all active users of the GoFood application in Makassar City who had ordered halal Arabian Fast Food at least once in the last three months since April 2025. The sampling technique used was accidental sampling, with a sample size of 75 respondents. The data collection method was carried out through the distribution of online questionnaires using Google Forms, with a 5-point Likert scale instrument. The data obtained were then analyzed using the SPSS program version 22, which includes validity tests, reliability tests, t-tests, F-tests, and coefficients of determination (R²). The results of the study indicate that the two independent variables, namely Islamic Branding and E-WOM, partially have a positive and significant effect on consumer purchasing decisions. Among the two variables, Islamic Branding has the most dominant influence with a regression coefficient value of 0.561 and a significance value of 0.000. This indicates that elements of Islamic identity such as halal assurance, Islamic symbols, and sharia values ??contained in product branding are the main factors in forming trust and encouraging Muslim consumers to make purchases through GoFood. This finding emphasizes the importance of value-oriented branding strategies and digital reputation management in increasing trust and purchasing decisions in the halal food delivery service ecosystem.
Analisis Daya Tarik GoFood: Peran Fitur, Diskon, Pengiriman, dan Ulasan Pelanggan Azhari, Azlan
Economics and Digital Business Review Vol. 7 No. 1 (2025): Agustus - Januari
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.2973

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh fitur layanan, harga diskon, ketanggapan pengiriman, dan ulasan pelanggan terhadap minat beli konsumen dalam penggunaan aplikasi GoFood di Kota Makassar. Latar belakang penelitian ini didasarkan pada semakin meningkatnya penggunaan layanan pesan antar makanan digital, sehingga penting untuk memahami faktor-faktor yang mendorong minat beli konsumen dalam platform tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode regresi linier berganda untuk menguji hubungan antar variabel. Populasi dalam penelitian ini adalah seluruh pengguna aktif aplikasi GoFood di Kota Makassar yang pernah melakukan transaksi minimal satu kali dalam tiga bulan terakhir sejak April 2025. Teknik pengambilan sampel yang digunakan adalah accidental sampling, dengan jumlah sampel sebanyak 125 responden. Metode pengumpulan data dilakukan melalui penyebaran kuesioner daring menggunakan Google Form, dengan instrumen skala Likert 5 poin. Data yang diperoleh kemudian dianalisis menggunakan program SPSS versi 22, yang mencakup uji validitas, reliabilitas, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa keempat variabel independen yaitu fitur layanan, harga diskon, ketanggapan pengiriman, dan ulasan pelanggan secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen. Di antara keempat variabel tersebut, fitur layanan memiliki pengaruh paling dominan dengan nilai koefisien regresi sebesar 0,348 dan nilai signifikansi sebesar 0,000. Hal ini menunjukkan bahwa pengalaman pengguna dalam mengakses, menggunakan, dan merespons fitur dalam aplikasi GoFood menjadi faktor utama dalam mendorong minat beli. Temuan ini menegaskan pentingnya optimalisasi fitur layanan dalam meningkatkan kepuasan dan loyalitas pelanggan terhadap platform layanan pesan antar makanan.
The Influence of Price, Brand Trust, and Transaction Security on Purchase Intention for Fashion Products on TikTok Shop (a Study on Men's Fashion Brand Manzone) Azhari, Azlan
Journal of Economics and Management Technologies Vol. 1 No. 2 (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.v1i2.7

Abstract

The Objectives –This study aims to analyze the influence of price, brand trust, and transaction security on consumer purchase intention for men's fashion brand Manzone through the TikTok Shop platform. The primary objective of this study is to determine the dominant factors influencing consumer purchase intention in the context of social commerce.The Methods/Approaches –This study employed a quantitative approach with multiple linear regression analysis. Data were collected from 95 respondents through an online questionnaire distributed through social media. The sampling technique used accidental sampling, with respondents being TikTok Shop users who had purchased Manzone products in the past two years. Each variable was measured using a Likert scale based on theoretical indicators.The Results –The results of the study indicate that all three variables—Price, Brand Trust, and Transaction Security—have a positive and significant partial effect on Purchase Intention. Of the three, Price has the dominant influence, with the highest regression coefficient. This confirms that price perception is a key factor in shaping consumer purchasing decisions on TikTok Shop.The Research Implications –This research contributes to the understanding of consumer behavior in social commerce, particularly in the men's fashion sector. The managerial implications of this research suggest that Manzone needs to optimize its pricing strategy, build strong brand trust, and ensure a secure transaction system to increase consumer purchasing interest and competitiveness in the digital marketplace.
Makna Loyalitas Konsumen Terhadap Produk Kopi Lokal Di Makassar: Sebuah Pendekatan Fenomenologi Azhari, Azlan
Jurnal Akuntansi Pajak dan Manajemen (TAJAM) Vol 8 No 2 (2025): TAJAM : Jurnal Akuntansi Pajak dan Manajemen
Publisher : Politeknik Sawunggalih Aji

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37601/tajam.v8i2.371

Abstract

This study explores the meaning of consumer loyalty toward local coffee products as a social and emotional phenomenon deeply rooted in the cultural context of Makassar society. Employing a qualitative phenomenological approach, twelve active local coffee consumers in Makassar participated in in-depth interviews to reveal how loyalty is perceived, experienced, and constructed in their everyday lives. Thematic analysis was conducted to identify the essential structures shaping consumers’ lived experiences of loyalty. The findings reveal four major dimensions: (1) emotional attachment through taste and atmosphere, (2) loyalty as an expression of social identity, (3) togetherness and the sipulung value within coffee communities, and (4) pride in local products as a symbol of authenticity. The study demonstrates that consumer loyalty is not merely driven by product quality but is rooted in social meanings, cultural values, and emotional connections cultivated through shared experiences in local coffee spaces. Theoretically, this research expands the understanding of consumer loyalty by positioning it as a phenomenological construct that integrates emotional, social, and cultural dimensions. Practically, the findings offer insights for local coffee entrepreneurs to design marketing strategies grounded in value, authenticity, and local cultural narratives that foster long-term emotional bonds with consumers.
MEMBANGUN KEPERCAYAAN MEREK MELALUI CONTENT MARKETING, CELEBRITY ENDORSMENT, DAN BRAND IMAGE PADA PRODUK SKINTIFIC DI KOTA MAKASSAR Azlan Azhari; Hasnidar
Jurnal Manajemen Bisnis Eka Prasetya Vol 11 No 2 (2025): Edisi September 2025
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v11i2.762

Abstract

Penelitian ini bertujuan menganalisis pengaruh Content Marketing, Celebrity Endorsement, dan Brand Image terhadap Kepercayaan Merek (Brand Trust) pada produk Skintific di Kota Makassar. Penelitian kuantitatif ini dilaksanakan Juni–Juli 2025 dengan metode regresi linier berganda. Sampel berjumlah 85 responden yang dipilih melalui accidental sampling, dengan kriteria konsumen yang telah membeli produk Skintific di Kota Makassar dalam satu tahun terakhir. Data dikumpulkan menggunakan kuesioner skala Likert lima poin yang telah diuji validitas dan reliabilitasnya. Hasil analisis menunjukkan ketiga variabel independent Content Marketing, Celebrity Endorsement, dan Brand Image secara parsial berpengaruh positif dan signifikan terhadap Kepercayaan Merek (Brand Trust). Selanjutnya variabel independent Content Marketing, Celebrity Endorsement, dan Brand Image secara simultan berpengaruh positif dan signifikan terhadap Kepercayaan Merek (Brand Trust) Di antara ketiganya, Brand Image memiliki pengaruh paling dominan dengan koefisien regresi tertinggi, menegaskan pentingnya citra merek yang kuat, kredibel, dan konsisten dalam membangun kepercayaan konsumen. Temuan ini memberikan kontribusi teoritis bagi kajian perilaku konsumen dan pemasaran kosmetik, khususnya dalam konteks isu keamanan produk dan regulasi di pasar lokal. Implikasi praktis menekankan pentingnya peningkatan kualitas content marketing yang edukatif, seleksi celebrity endorser yang kredibel, dan penguatan brand image berbasis sains dan nilai lokal untuk memperkuat kepercayaan merek dan mempertahankan daya saing Skintific di industri kosmetik yang semakin kompetitif.
Digital Marketing Assistance on Used Car Buying and Selling Community in Makassar City Hasnidar; Jusri; Achmad Ridha; Azlan Azhari
Masterpiace Journal Society Service Insight Vol. 1 No. 1 (2025): February 2025
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/bngyvd46

Abstract

The rapid growth of the used car trading sector in Makassar City has not been matched by sufficient digital marketing competencies among its business actors. This community service activity aims to strengthen the digital capacity of the Turbo Car Community through structured training and mentoring in social media-based marketing strategies. Conducted over two days in Malino City, the program included digital marketing workshops and hands-on practice in utilizing Facebook Marketplace and Instagram. A preliminary survey was undertaken to assess participants’ initial digital literacy and identify promotional barriers. The training sessions introduced participants to key concepts of digital marketing, digital consumer behavior, and content strategy, followed by guided mentoring to create and manage online promotional content. Direct assistance was provided to six selected showrooms in optimizing their online presence. The results demonstrated a marked improvement in participants’ understanding, confidence, and ability to independently implement digital marketing strategies. Furthermore, the use of digital platforms proved effective in expanding market reach, increasing sales potential, and enhancing customer engagement. This initiative represents a strategic step in accelerating digital transformation among micro and small enterprises (MSEs) in the automotive sector and can serve as a replicable model for similar business communities across Indonesia. The long-term expectation is to foster continuous innovation and sustainability in digital marketing practices within local economies.
DILEMA KONSUMSI DI TENGAH BOIKOT: MENGAPA KONSUMEN MASIH MEMBELI PRODUK STARBUCKS? Analisis Faktor Keputusan Pembelian atas Produk yang Diboikot di Kota Makassar Achmad Ridha; Wiwin Riski Windarsari; Azlan Azhari; Lidya Anastasya
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.v14i2.2986

Abstract

Introduction: This study investigates the factors influencing consumer decisions to continue purchasing Starbucks products in Makassar amid active boycott campaigns linked to geopolitical issues. The phenomenon reflects the rise of political consumerism, where moral, ideological, and social values intersect with consumption behavior. Despite mounting public pressure, many consumers persist in their consumption habits, raising questions about the psychological and social drivers that shape these decisions. Methods: This quantitative study employed Exploratory Factor Analysis (EFA) to examine data collected through Likert-scale questionnaires distributed to 180 respondents. The 18 indicators used in the instrument were derived from relevant literature, previous research, and preliminary observations. The aim was to identify the underlying dimensions that explain why consumers remain loyal to a brand under socio-political pressure. Results: The factor analysis identified four key dimensions: (1) Emotional Attachment and Brand Perception, (2) Social Influence and Environmental Pressure, (3) Psychological Response to Boycott, and (4) Autonomy and Self-Identity. The findings reveal that emotional loyalty, product satisfaction, and perceived quality strongly influence continued purchasing behavior. Additionally, mechanisms such as cognitive dissonance and symbolic resistance help consumers rationalize their decisions, while weak social pressure and personal autonomy further support brand loyalty. These results suggest that consumer resistance to boycott appeals is shaped by complex interplays between psychological attachment, social context, and self-image. Keywords: Consumer Decision, Political Consumerism, Boycott, Brand Loyalty, Exploratory Factor Analysis
ANALISIS CUSTOMER TRUST DAN CUSTOMER EXPERIENCE DALAM MENENTUKAN LOYALITAS JAMAAH UMRAH PADA PT ARRAFSYAH SAFARI HARAMAIN Hasnidar, Hasnidar; Wardhana Haeruddin, Muhammad Ilham; Azhari, Azlan
Jurnal Ekonomi Ichsan Sidenreng Rappang Vol 4 No 2 (2025): Hal
Publisher : Universitas Ichsan Sidenreng Rappang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61912/jeinsa.v4i2.242

Abstract

The Umrah travel industry in Indonesia, particularly in Makassar, is experiencing rapid growth but faces challenges such as intense competition, fraud issues, and increasing consumer demands for service quality. In this context, customer trust and customer experience are crucial factors in building Umrah pilgrim loyalty. This study aims to analyze the influence of customer trust and customer experience on loyalty through customer satisfaction as a mediating variable among pilgrims at PT Arrafsyah Safari Haramain in Makassar. The research method employed a quantitative approach with survey techniques and data analysis using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that customer experience significantly influences pilgrim satisfaction and loyalty, while customer trust has no significant effect on satisfaction but a positive effect on loyalty. Furthermore, satisfaction has been shown to play a significant role as a mediator in the relationship between customer experience and loyalty. These findings emphasize that Umrah travel agencies need to prioritize improving the overall customer experience, while maintaining trust, to build long-term pilgrim loyalty.
Upaya Peningkatan Kepuasan Pasien melalui Pelayanan Prima Azhari, Azlan
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 8 No 4 (2022): Juni
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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

Abstract

Penelitian ini bertujuan untuk menganalisis upaya peningkatan kepuasan pasien melalui pelayanan prima. Populasi dalam penelitian ini adalah seluruh pasien rawat inap yang tercatat dari bulan Januari sampai Desember 2021. Metode pengumpulan data menggunakan metode survei dengan instrumen penelitian berupa angket. Metode pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif dengan alat analisis data menggunakan Analisis Regresi Linier Berganda dengan bantuan Software Statistik SPSS 22. Hasil penelitian menunjukkan bahwa dimensi pelayanan prima secara langsung yaitu berwujud, keandalan, daya tanggap, jaminan, dan empati berpengaruh positif dan signifikan. untuk meningkatkan kepuasan pasien. Selanjutnya secara simultan dimensi pelayanan prima yaitu tanggible, reliability, responsiveness, assurance, dan empati berpengaruh positif dan signifikan terhadap peningkatan kepuasan pasien. Dan dimensi daya tanggap merupakan faktor yang paling dominan mempengaruhi peningkatan rawat inap. Penelitian ini bertujuan untuk menganalisis upaya peningkatan kepuasan pasien melalui pelayanan prima. Populasi dalam penelitian ini adalah seluruh pasien rawat inap yang tercatat dari bulan Januari sampai Desember 2021. Sampel yang digunakan adalah 100 sampel dengan teknik accidental sampling. Metode pengumpulan data menggunakan metode survei dengan instrumen penelitian berupa angket. Metode pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif dengan alat analisis data menggunakan Analisis Regresi Linier Berganda dengan bantuan Software Statistik SPSS 22. Hasil penelitian menunjukkan bahwa dimensi pelayanan prima secara langsung yaitu berwujud, keandalan, daya tanggap, jaminan, dan empati berpengaruh positif dan signifikan. untuk meningkatkan kepuasan pasien. Selanjutnya secara simultan dimensi pelayanan prima yaitu tanggible, reliability, responsiveness, assurance, dan empati berpengaruh positif dan signifikan terhadap peningkatan kepuasan pasien. Dan dimensi daya tanggap merupakan faktor yang paling dominan mempengaruhi peningkatan kepuasan pasien rawat inap.
Co-Authors A. Reski Almaida Dg Macenningi Abd Khalik Abdul Khalik Abdul Rahman Achmad Ridha Ahmad Fauzi Ahmad Firman Ahrianto Saputra Ainul Fitria Al Maududi, A. Abul Al’la Al Maududi Alief Ikhsan Alim Rahmat, Muhammad Rijal Amalia Ramadani Putri R Anang Setiawan Andi Muh. Aman. Z Andi Ririn Oktaviani Andini Astuti Putri Andriansyah Andriansyah Anita Anita Arbiatun Adawya Asri asri Asri Asri Asrianti Wulandari Athira Purnama Aulia Nur Ayla Qaisyarah Badaruddin Badaruddin Burhamzah, Rahmat darwis darwis, darwis Dhinda Dwi Maharani Eky Maulia Salsabila.P Fadil Muhammad Fatmasari Fitri Aulia Ramadani Fitria Ramadana Fitriany Fitriany Ghazyah Dinah Hasbiah Hasnawiyah Hasnawiyah Hasnidar Hasnidar Hasnidar Hasnidar Indah Cahya Kamila Indri Iswardhani Irma Trisnawati Jessica Evanjelista Samba Jusri Kartika Kartika Legistha Meidy Astuty Lidya Anastasya Lira Saputri M Maryadi Majiding, Nurul Chalisa Malikah Balqis Mariah Marpia, Marpia Maryadi Maryadi Maryanti Mirnawati, Sitti Muh Ahlul Dzikry Muh Alqadri Muh. Ahimsyah Muh. Dian Pratama Putra Muh. Rifki Muhammad Alif Al Thufail Muhammad Alif Zulfikar Muhammad Idris Muhammad Idris Muhammad Rijal Alim Rahmat Mulyana Anugerah Annisa Mulyawan, Heru Dwi Muthiah Noviyanti Mutmainnah Irwan Naila Az Sahra Nayla Sibilia Nur Alya Af-Daliyah Nur Annisa Asa’d Nur Hasni Nur Hikmah Nur Ichwana Nur Mutasya Nurbayani Nurbayani Nurjannati Nurjannati Nurul Annisa Septyanti Nurul Aulia Nurul Isnaeni Nuryuni Assyahra Nurzamnatussyamsi J Handaling Pribadi, Kuntomo Agung Putri Ramsinah Ramadhani Putri Raya Ramadhani Nardy Rachmat Nur Afiat Rahmadani Almur Rahmadani Saparuddin Rahmat, Muh. Rijal Alim Reynilda Reynilda Rezki Amalia Rezki Amalia Putri Ridwan Andi Mattoliang Rifqah Maharani Riska Riska Mahesa Ayu Romansyah Sahabuddin Salmawati Abbas Siti Nurfaizah Syarif Sitti Hadijah, Sitti Sri Asriani Sri Astuti Nasir Sri Wahyuni Nengsi Supira Supira Swietha Manggarani Syahwa Annisah Syamsiar, Syamsiar Sylvia, Sylvia Utari, Nur Wahyuddin, Muh. Asri Winda Natasya Windarsari, Wiwin Riski Yuswari Nur