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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 Literacy : International Scientific Journals of Social, Education, Humanities Economics and Business Journal Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO (JIMBE) Ininnawa: Jurnal Pengabdian Masyarakat 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 Pengabdian Kepada Masyarakat Journal of Studies in Academic, Humanities, Research, and Innovation 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 Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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PEMBANGUNAN EKONOMI KREATIF BERBASIS INLKUSIF Reynilda, Reynilda; Azhari, Azlan; Maryadi, Maryadi; Idris, Muhammad; Asri, Asri
JMM (Jurnal Masyarakat Mandiri) Vol 8, No 3 (2024): Juni
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v8i3.23364

Abstract

Abstrak: Pembangunan ekonomi kreatif yang inklusif bertujuan mengatasi tantangan sosial dan ekonomi, menciptakan lapangan kerja, serta meningkatkan kesejahteraan masyarakat dengan memanfaatkan potensi kultural yang melimpah. Meski demikian, pelaku usaha di Kabupaten Pinrang, Sulawesi Selatan, masih menghadapi kendala dalam keunggulan bersaing produk dan manajemen usaha. Pengabdian ini dilaksanakan untuk mendorong pelaku usaha di Kabupaten Pinrang khususnya di Keluruhan Benteng Sawitto, Kecamatan Paleteang dalam meningkatkan kemampuan mereka mengelola usaha dan meningkatkan keunggulan bersaing produk, yang memerlukan keterampilan seperti manajemen, kreativitas, komunikasi, dan pemecahan masalah. Adapun metode yang digunakan yaitu diawali dengan kegiatan penyuluhan serta Metode Focus Group Discussion (FGD). Partisipasi pemerintah setempat dan masyarakat sangat baik, menunjukkan kesadaran akan pentingnya pengembangan ekonomi kreatif. Penilaian yang digunakan untuk mengukur keberhasilan kegiatan yaitu dengan memberikan pretest dan posttest kepada seluruh peserta. Hasil dari kegiatan ini menunjukkan bahwa setelah diadakan penyuluhan pemahaman peserta meningkat secara signifikan. Peningkatan pemahaman tersebut menunjukkan bahwa peserta memperoleh pengetahuan dan pemahaman yang jauh lebih baik setelah mengikuti penyuluhan. Ini dapat diartikan sebagai keberhasilan kegiatan penyuluhan dalam meningkatkan wawasan dan kemampuan peserta dalam pengelolaan usaha serta pemanfaatan potensi lokal untuk produk unggulan. Hasilnya dapat menjadi acuan bagi pemerintah setempat dalam merancang program untuk meningkatkan perekonomian dan kesejahteraan masyarakat melalui UMKM di Kelurahan Benteng Sawitto.Abstract: Inclusive creative economy development aims to overcome social and economic challenges, create jobs, and improve community welfare by utilising abundant cultural potential. However, business actors in Pinrang Regency, South Sulawesi, still face obstacles in product competitive advantage and business management. This service was carried out to encourage business actors in Pinrang Regency, especially in Benteng Sawitto Sub-district, Paleteang District, to improve their ability to manage their business and increase product competitive advantage, which requires skills such as management, creativity, communication, and problem solving. The method used was preceded by seminar activities and the Focus Group Discussion (FGD) method. The participation of the local government and community was very good, showing awareness of the importance of creative economic development. The assessment used to measure the success of the activity is by giving a pretest and posttest to all participants. The results of this activity showed that after the counselling, the participants' understanding increased significantly. The increase in understanding shows that participants gained much better knowledge and understanding after attending the extension programme. This can be interpreted as the success of extension activities in improving participants' insights and abilities in business management and utilisation of local potential for superior products. The results can be a reference for the local government in designing programmes to improve the economy and community welfare through MSMEs in Benteng Sawitto Village.
Influence of Product Features, Fear of Missing Out (FOMO), and Urgency Levels for Gen Z Purchasing Decisions Azhari, Azlan
Amsir Management Journal Vol 5 No 2 (2025): April
Publisher : Fakultas Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56341/amj.v5i2.601

Abstract

This study aims to examine the influence of product features , Fear of Missing Out (FOMO), and urgency level on Gen Z consumers purchasing decisions for smartphones during flash sale program on the Shopee platform. The research adopt a quantitative approach approach using a survey methods. The population in this study consists of Gen Z consumers who have purchased smartphones through Shopee's flash sale program, with a sample size of 100 respondents selected using accidental sampling. Data were collected via an on line questionnaire and analyzed using multiple linear regression via SPSS version 22, including validity, reliability, t-test, F-test, and coefficient of determination (R²). The results reveal that product features , FOMO, and urgency level each have a positive and significant effect on purchase decisions. Among these variables, product features have the strongest influence, followed by urgency and FOMO. The coefficient of determination (R²) value is 0.607, indicating that 60.7% of the variance in purchase decisions can be explained by the three independent variables. These​ findings highlights the importance of combining rational product attributes and emotional triggers in digital marketing strategies aimed at Gen Z consumers.
Pengembangan Keterampilan Penetapan Harga Produk Rumah Tangga melalui Pelatihan Strategi Harga dan Perhitungan HPP Samsu Alam S; Achmad Ridha; Hasnidar; Azlan Azhari; Ushwa Dwi Masrurah Arifin Bando
Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2026): Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jpkm.v2i2.2172

Abstract

Permasalahan utama yang dihadapi pelaku usaha rumah tangga adalah ketidaktepatan dalam menetapkan harga jual produk akibat keterbatasan pemahaman mengenai perhitungan Harga Pokok Produksi (HPP) dan strategi harga. Kondisi ini juga dialami oleh kelompok PKK di Desa Tarowang, Kabupaten Jeneponto, Sulawesi Selatan, yang sebagian besar masih menentukan harga secara intuitif tanpa memperhitungkan seluruh komponen biaya produksi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengembangkan keterampilan penetapan harga produk rumah tangga melalui pelatihan strategi harga dan perhitungan HPP. Metode yang digunakan adalah pendekatan partisipatif melalui tahapan penyadaran, penguatan kapasitas, pemberian daya, dan evaluasi. Kegiatan dilaksanakan dalam bentuk pelatihan, praktik langsung, dan pendampingan perhitungan HPP serta penetapan harga jual. Evaluasi dilakukan menggunakan pre-test dan post-test untuk mengukur peningkatan pemahaman dan keterampilan peserta. Hasil kegiatan menunjukkan adanya peningkatan yang signifikan pada pemahaman konsep biaya produksi, kemampuan menghitung HPP, serta keterampilan menetapkan harga jual berbasis HPP. Pelatihan berbasis praktik terbukti efektif dalam meningkatkan kapasitas kelompok PKK dalam mengelola usaha rumah tangga secara lebih profesional. Kegiatan ini diharapkan dapat mendukung keberlanjutan usaha rumah tangga dan pemberdayaan ekonomi masyarakat desa.
Analysis of Digital Marketing Strategy in Increasing Impulse Purchase of Online Fashion Products through Optimizing Customer Reviews and Price Discounts with Lifestyle as an Intervening Variable Chalid Imran Musa; Azlan Azhari; Kristina Parinsi
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 5 No. 1 (2026): April : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v5i1.3441

Abstract

This research is motivated by the increasing phenomenon of impulsive buying in online fashion products influenced by customer reviews and price discounts in the digital era. The study aims to analyze the effect of customer reviews and price discounts on impulsive buying behavior with lifestyle as an intervening variable. A quantitative approach was applied using a survey method involving 140 respondents who were e-commerce users in Makassar City. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The results reveal that customer reviews and price discounts have a positive and significant effect on lifestyle and impulsive buying. Furthermore, lifestyle is proven to mediate the relationship between customer reviews and price discounts toward impulsive buying behavior. The findings indicate that higher quality reviews and more attractive discounts offer strengthen consumers' tendencies to make impulsive purchases. This research contributes to the development of digital marketing strategies by emphasizing the importance of review credibility and price discount programs as key factors influencing consumers' lifestyle patterns and impulsive buying behavior, particularly among younger generations who are active online shoppers in the e-commerce era.
Wardah's Digital Marketing Strategy through Islamic Branding, Influencer Marketing, and Flash Sale Programs to Increase Online Shopping Decisions on the Shopee Platform Musa, Chalid Imran; Azhari, Azlan; Parinsi, Kristina
Economics and Business Journal (ECBIS) Vol. 4 No. 3 (2026): March
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i3.313

Abstract

The rapid growth of digital technology and e-commerce has transformed consumer behavior, particularly in online beauty product purchases. This study aims to examine the influence of Islamic Branding, Influencer Marketing, and Flash Sale on online shopping decisions for Wardah beauty products on Shopee. Using a quantitative approach, data were collected from 100 respondents in Makassar who had purchased Wardah products online. The data were analyzed using multiple linear regression with SPSS 26. The results indicate that Islamic Branding, Influencer Marketing, and Flash Sale each have a positive and significant effect on online shopping decisions. Simultaneously, these three variables contribute 51% to consumer purchasing decisions, showing that a combination of religiosity-based branding, social influence, and urgency-driven promotion effectively encourages consumer purchases. The findings suggest that integrating Islamic values with digital marketing strategies enhances consumer trust and purchase intention in the halal beauty market. 
Digital Marketing Strategy Based On E-Service, Brand Image And Reviews For Gofood MSMEs Azlan Azhari; Abdul Rahman; Deddy Ibrahim Rauf
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.606

Abstract

This study aims to determine the effect of E-Service Quality, Brand Image, and Online Customer Reviews on Online Purchasing Decisions at Almaz Fried Chicken on the GoFood platform. The sampling method used in this study is a non-probability sampling approach with the Accidental Sampling technique, which is a sampling technique based on chance, where anyone who accidentally meets the researcher can be used as a respondent if deemed suitable as a data source. The number of respondents in this study was 96 people who were consumers who had made online purchases at Almaz Fried Chicken through the GoFood application. The data obtained were analyzed using the SPSS 25 application with multiple linear regression analysis methods. The partial results of the study indicate that E-Service Quality has a positive and significant effect on Online Purchasing Decisions, which means that the better the quality of electronic services provided, the higher the consumer's decision to make a purchase. Furthermore, Brand Image also has a positive and significant effect on Online Purchasing Decisions, which shows that a strong and positive brand image can increase consumer trust and purchasing interest. In addition, Online Customer Reviews have a positive and significant effect on Online Purchasing Decisions, which means that the more positive reviews given by customers, the greater the tendency of other consumers to make a purchase. Simultaneously, the three variables e-service quality, brand image, and online customer reviews have a positive and significant influence on online purchasing decisions for Almaz Fried Chicken on GoFood. These results indicate that good digital service quality, a strong brand image, and positive customer reviews are a crucial combination in improving consumer purchasing decisions in the digital era.
Marketing Strategy for Beauty Products Based on Halal Values and Emotional Loyalty: A Phenomenological Study of the Wardah and Emina Brands Azlan Azhari
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.906

Abstract

This study explores the Phenomenology of Consumer Loyalty toward Local Halal Cosmetic Brands, focusing on two leading Indonesian brands: Wardah and Emina. Loyalty to halal brands is understood not merely as repetitive purchasing behavior, but as an emotional, spiritual, and social experience that reflects the identity of modern Muslim women. Within the increasingly competitive beauty industry, local halal brands function as symbols of moral values, national pride, and religious expressions harmonized with contemporary lifestyles. Employing a qualitative phenomenological approach, this research involved twelve Muslim female consumers aged 18–35 who have been active users of Wardah or Emina for at least two years. Data were collected through semi-structured interviews and analyzed using reflective thematic analysis. The analytic process included open coding, identification of essential meanings, and thematic clustering until data saturation was achieved.The findings reveal four key dimensions that form the phenomenological structure of loyalty: (1) spiritual loyalty as a reflection of faith, (2) emotional attachment and trust, (3) social loyalty through Muslim women's solidarity, and (4) pride in authenticity and local cultural values. These findings indicate that loyalty toward halal brands is shaped not only by rational satisfaction but also by internalized religious, affective, and cultural meanings. Theoretically, this study expands the concepts of emotional branding and halal marketing through a phenomenological perspective that positions loyalty as a meaningful lived experience. Practically, the research provides insights for marketers to develop brand communication that is authentic, spiritually grounded, and culturally honest.
Strategi Peningkatan Kinerja Pemasaran Kain Tenun Sutera Melalui Analisa Bauran Pemasaran dan Inovasi Produk di Tengah Masa Pandemi Covid-19 Azhari, Azlan
Amsir Management Journal Vol. 2 No. 1 (2021): Oktober
Publisher : Fakultas Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56341/amj.v2i1.60

Abstract

This study was conducted to determine the effect of implementing marketing strategies and innovations carried out in an effort to improve the marketing performance of Sengkang silk weaving during the Covid-19 pandemic. This research was conducted from May to June 2021 using a quantitative research approach. The research method used is using primary data and secondary data obtained from observations, in-depth interviews, and distributing questionnaires to respondents totaling 100 people obtained from the calculation of Slovin's formulation. The samples of this research are the people who are included as customers of Sengkang silk woven fabrics. The results showed that the analysis of marketing strategies consisting of product, price, promotion and distribution as well as product innovation had a positive and significant effect on increasing marketing performance on sales of Sengkang silk weaving products. This shows that the better application of products, prices, promotions, and distribution as well as product innovations that are carried out will have an impact on increasing marketing performance on silk weaving sales obtained by the owners of the Sengkang silk weaving craft.
Influence of Product Features, Fear of Missing Out (FOMO), and Urgency Levels for Gen Z Purchasing Decisions Azhari, Azlan
Amsir Management Journal Vol. 5 No. 2 (2025): April
Publisher : Fakultas Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56341/amj.v5i2.601

Abstract

This study aims to examine the influence of product features , Fear of Missing Out (FOMO), and urgency level on Gen Z consumers purchasing decisions for smartphones during flash sale program on the Shopee platform. The research adopt a quantitative approach approach using a survey methods. The population in this study consists of Gen Z consumers who have purchased smartphones through Shopee's flash sale program, with a sample size of 100 respondents selected using accidental sampling. Data were collected via an on line questionnaire and analyzed using multiple linear regression via SPSS version 22, including validity, reliability, t-test, F-test, and coefficient of determination (R²). The results reveal that product features , FOMO, and urgency level each have a positive and significant effect on purchase decisions. Among these variables, product features have the strongest influence, followed by urgency and FOMO. The coefficient of determination (R²) value is 0.607, indicating that 60.7% of the variance in purchase decisions can be explained by the three independent variables. These​ findings highlights the importance of combining rational product attributes and emotional triggers in digital marketing strategies aimed at Gen Z consumers.
Emotional Branding Strategy in Building Brand Loyalty of Local Fashion Consumers: The Role of Brand Humanization, Emotional Connection, and Brand Personality Azhari, Azlan
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 3 No 6 (2026): April
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v3i6.1090

Abstract

This study aims to examine the influence of brand humanization, emotional connection, and brand personality on brand loyalty in Erigo fashion products. Erigo as a local Indonesian brand that is growing rapidly in the fashion industry has demonstrated innovative marketing strategies in building emotional engagement with its consumers. The sample of this study consisted of 100 Erigo consumers aged 18-40 years and from Makassar City. Data were collected through an online questionnaire using a 5-point Likert scale. The data analysis technique used Multiple Linear Regression Analysis with the support of SPSS software version 24. The results showed that the three independent variables (brand humanization, emotional connection, and brand personality) had a significant and positive effect on Erigo brand loyalty both partially and simultaneously. Brand humanization showed the strongest influence with a coefficient of 0.424 (p < 0.001), followed by brand personality with a coefficient of 0.320 (p < 0.001), and emotional connection with a coefficient of 0.168 (p < 0.001). The R-square value of 0.548 indicates that the three variables can explain 54.8% of the variability in Erigo's brand loyalty. This finding provides important implications for Erigo's management in optimizing its marketing strategy by strengthening the brand's human dimension, creating authentic emotional connections, and communicating a consistent and relatable brand personality to the target market.
Co-Authors A. Reski Almaida Dg Macenningi Abd Khalik Abdul Khalik Abdul Rachman 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 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 Burhamzah, Rahmat Chalid Imran Musa Chalid Imran Musa darwis darwis, darwis Deddy Ibrahim Rauf 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 Kristina Parinsi 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 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 Parinsi, Kristina 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 Rijal Alim Rahmat Riska Riska Mahesa Ayu Romansyah Sahabuddin Salmawati Abbas Samsu Alam S Siti Nurfaizah Syarif Sitti Hadijah, Sitti Sri Asriani Sri Astuti Nasir Sri Wahyuni Nengsi Supira Supira Swietha Manggarani Syahwa Annisah Syamsiar, Syamsiar Sylvia, Sylvia Ushwa Dwi Masrurah Arifin Bando Utari, Nur Wahyuddin, Muh. Asri Winda Natasya Windarsari, Wiwin Riski Yuswari Nur