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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 Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Nobel Community Services Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI Jurnal Kolaborasi Sains dan Ilmu Terapan 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 Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering 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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Pengaruh Penggunaan Instagram terhadap Perilaku Konsumtif Generasi Z di Indonesia Azlan Azhari; Nur Hikmah; Nurul Isnaeni; Muhammad Alif Zulfikar; Nur Mutasya
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/dc7q7c75

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan Instagram dan paparan influencer serta iklan terhadap perilaku konsumtif generasi Z di Indonesia, dengan kontrol diri sebagai variabel moderator. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner secara daring. Sampel dalam penelitian ini adalah 100 individu dari generasi Z yang aktif menggunakan Instagram. Data yang terkumpul dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software LISREL. Hasil penelitian menunjukkan bahwa paparan influencer dan iklan berpengaruh signifikan terhadap perilaku konsumtif (koefisien regresi: 0.49), sementara penggunaan Instagram secara umum (koefisien regresi: -0.20) dan kontrol diri (koefisien regresi: 0.10) tidak menunjukkan pengaruh yang signifikan. Model penelitian dinyatakan layak berdasarkan hasil uji goodness of fit dengan nilai Chi-Square = 171.14, df = 164, P- value = 0.33536, dan RMSEA = 0.013. Temuan ini menunjukkan bahwa eksposur terhadap konten promosi di Instagram memiliki dampak besar terhadap kecenderungan konsumtif generasi muda, sehingga diperlukan penguatan literasi digital dan kontrol diri dalam penggunaan media sosial.
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.
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.
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): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
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
Optimalisasi Integrated Digital Marketing Untuk Meningkatkan Daya Saing Umkm Desa Balleanging Nur Fadilah Ayu Sandira; Chalid Imran Musa; Azlan Azhari; Nulthazam Sarah; Kristina Parinsi
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 04 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i04.2751

Abstract

This community service activity aimed to strengthen the competitiveness of micro, small, and medium enterprises in Balleanging Village, Bulukumba Regency, through the optimization of integrated digital marketing. Using a participatory educational approach, the program combined an opening session, a Focus Group Discussion to map partners' needs, presentation of material on integrated digital marketing strategy, and a mentoring session addressing participants' specific concerns. Materials covered market segmentation and customer persona development, integration of digital channels such as Instagram, TikTok, marketplace, and WhatsApp Business, marketplace optimization, engagement-based content strategy, and basic data analytics literacy. The results show that participants gained a clearer understanding of structured digital marketing planning and greater enthusiasm to integrate their promotional channels. This activity demonstrates that participatory mentoring can help rural MSMEs shift from fragmented digital promotion toward a more integrated marketing system that supports sustainable local economic competitiveness
What Drives Generation Z to Buy Thrift Footwear? Examining the Effects of Brand Authenticity, Social Media Marketing, and Perceived Value Azlan Azhari; Hasnidar Hasnidar
Journal of Economics and Management Technologies Vol. 2 No. 2 (2026): Journal of Economics and Management Technologies
Publisher : Candela Edutech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63288/jemtech.v2i2.21

Abstract

The Objectives –This study aims to analyze the influence of Brand Authenticity, Social Media Marketing, and Perceived Value on thrift shoe purchasing decisions among Generation Z consumers in Makassar City. The main objective of this study is to determine the most dominant variables in influencing purchasing decisions in the rapidly growing thrift fashion business among Gen Z. The Methods/approaches –This study employed a quantitative approach with multiple linear regression analysis. Data were collected from 95 Generation Z respondents in Makassar City through an online questionnaire distributed through social media. The sampling technique used purposive sampling, with respondents aged 18–27 years old and having purchased thrift shoes at least once in the past year. Each variable was measured using a 5-point Likert scale based on theoretical indicators. The Results –The results of the study indicate that three variables—Brand Authenticity, Social Media Marketing, and Perceived Value—have a positive and significant partial effect on purchasing decisions. Among the three, Brand Authenticity has a dominant influence with the highest regression coefficient value. This confirms that the perception of product authenticity is a key factor in shaping thrift shoe purchasing decisions among Gen Z Makassar residents. The Research Implications –This research contributes to the understanding of Generation Z consumer behavior in the thrift fashion market, particularly in the footwear category. The managerial implications of this research suggest that thrift shoe businesses need to maintain product authenticity and transparency, optimize marketing strategies through social media, and enhance consumer value perceptions to improve purchasing decisions and competitiveness in the sustainable fashion market.
Halal Awareness terhadap Keputusan Pembelian melalui Brand Trust sebagai Variabel Mediasi pada Produk Wardah di Kota Makassar Nulthazam Sarah; Azlan Azhari; Kristina Parinsi
Jurnal Kolaborasi Sains dan Ilmu Terapan Vol. 5 No. 1.1 (2026): SPECIAL ISSUE
Publisher : Utiliti Project Solution

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

Abstract

Industri kosmetik halal di Indonesia tumbuh pesat, dengan Indonesia menempati posisi kedua konsumen kosmetik halal terbesar dunia senilai USD 5,4 miliar pada 2022, namun penelitian terdahulu belum banyak menguji secara komprehensif mekanisme psikologis yang menjembatani halal awareness dengan keputusan pembelian, khususnya pada merek lokal Wardah di Kota Makassar. Penelitian ini bertujuan menganalisis pengaruh halal awareness terhadap keputusan pembelian produk Wardah, baik secara langsung maupun melalui brand trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan survei terhadap 150 pengguna produk Wardah di Kota Makassar yang dipilih melalui purposive sampling, dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) dengan SmartPLS 4.0. Hasil menunjukkan halal awareness berpengaruh positif dan signifikan terhadap brand trust (β = 0,715) dan keputusan pembelian (β = 0,326), brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,459), serta memediasi secara parsial hubungan halal awareness dan keputusan pembelian (VAF = 50,2%). Temuan ini memberikan kontribusi ilmiah dengan menegaskan brand trust sebagai mekanisme kognitif-afektif yang mengonversi kesadaran halal menjadi tindakan pembelian pada konteks kosmetik halal lokal yang belum banyak diuji sebelumnya. Disimpulkan bahwa penguatan kesadaran halal konsumen perlu diimbangi strategi penguatan kepercayaan merek agar keputusan pembelian produk kosmetik halal dapat dioptimalkan secara berkelanjutan.
Co-Authors A. Reski Almaida Dg Macenningi Abd Khalik Abdul Rahman Abdul Rahman Achmad Ridha Ahmad Fauzi 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 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 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 Kristina Parinsi Kristina Parinsi 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 Nulthazam Sarah Nur Alya Af-Daliyah Nur Annisa Asa’d Nur Fadilah Ayu Sandira 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 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 Wahyuddin, Muh. Asri Winda Natasya Windarsari, Wiwin Riski Yuswari Nur