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All Journal Media Ekonomi dan Manajemen Jurnal Ilmiah Manajemen "E M O R" Inovator : Jurnal Manajemen Administraus Jurnal Ilmu Administrasi dan Manajemen MANDAR: Management Development and Applied Research Journal Economics and Digital Business Review Jurnal Arastirma juremi: jurnal riset ekonomi Jurnal Pengabdian Kepada Masyarakat Jurnal Bina Pengabdian Kepada Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Implementasi Manajemen & Kewirausahaan Journal Of Business, Finance, and Economics (JBFE) Indonesian Journal of Research and Educational Review (IJRER) Seminar Nasional Pengabdian Kepada Masyarakat Journal of Innovation Research and Knowledge Journal Online Manajemen ELPEI (JOMEL) Jurnal Pemantik Economics and Business Journal Journal of Artificial Intelligence and Digital Business Neologia: Jurnal Bahasa dan Sastra Indonesia Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Manajemen Paradoks : Jurnal Ilmu Ekonomi Journal of Economics, Entrepreneurship, Management Business and Accounting Vokatek : Jurnal Pengabdian Masyarakat Journal of Management and Creative Business Jurnal Manajemen Dan Bisnis Ekonomi (JIMBE) (JUMPER) HUMANITIS : Jurnal Humaniora, Sosial dan Bisnis Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan KORSAcs Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Ekonomi dan Bisnis Indonesian Journal of Enterprise Architecture INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Jurnal Bisnis dan Kewirausahaan Journal of Management and Innovation Entrepreneurship (JMIE) INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) Ebisnis Manajemen Southeast Asia Journal of Business, Accounting, and Entrepreneurship MAXIMAL Jurnal Intelek Insan Cendikia International Journal of Social and Education (INJOSEDU) Paramacitra : Jurnal Pengabdian Masyarakat Nusantara Economics and Entrepreneurships Journals Inovasi Sosial: Jurnal Pengabdian Masyarakat IJHABS
Nurul Fadilah Aswar
Universitas Negeri Makassar
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Pengaruh Strategi Pemasaran terhadap Minat Beli dengan Inovasi Produk sebagai Variabel Intervening pada Generasi Z : Studi Kasus pada Mahasiswa Prodi Manajemen Universitas Negeri Makassar Aswar, Nurul Fadilah
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 3 No 3 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v3i3.775

Abstract

This research examines the impact of marketing strategies on purchase intention, with product innovation serving as an intervening variable among Generation Z. Focusing on students in the Management program at Universitas Negeri Makassar, the research highlights how technology advancements and changing consumer behavior require businesses to adopt more innovative marketing strategies. The study explores how product innovation, influenced by marketing efforts, plays a critical role in shaping the purchase decisions of these younger generations. Using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method, the study reveals that while marketing strategies directly affect purchase intention, product innovation further enhances the appeal of products to Generation Z consumers. The findings provide insights for businesses to effectively design marketing strategies that align with the dynamic preferences of these generations, ultimately driving consumer loyalty and competitiveness in a rapidly evolving market.
Peningkatan Kompetensi Digital Mahasiswa melalui Pelatihan Pembuatan E-Sertifikat Berbasis Canva dan Google Workspace Bahrul Alim; Hasyim; Ricardo Valentino Latuheru; Nurul Fadilah Aswar; Indriani
Jurnal Bina Pengabdian Kepada Masyarakat Vol 6 No 1 (2025): Jurnal Bina Pengabdian Kepada Masyarakat (Articles In Progress)
Publisher : Sekolah Tinggi Olahraga dan Kesehatan Bina Guna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55081/jbpkm.v6i1.5247

Abstract

Kompetensi digital menjadi kebutuhan mendasar bagi mahasiswa di era transformasi digital, khususnya dalam menghasilkan produk kreatif yang mendukung kegiatan akademik dan organisasi. Pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kompetensi digital mahasiswa dalam pembuatan e-sertifikat menggunakan Canva dan Google Workspace. Kegiatan dilaksanakan dengan metode pelatihan partisipatif yang melibatkan 40 mahasiswa aktif organisasi kemahasiswaan. Pelatihan terdiri dari tiga tahapan utama: sosialisasi dan pengenalan platform digital, praktik langsung pembuatan desain e-sertifikat, dan implementasi sistem otomasi sertifikat menggunakan Google Sheets dan mail merge. Hasil pengabdian menunjukkan peningkatan signifikan pada kompetensi digital mahasiswa dengan rata-rata nilai pre-test 42,5 meningkat menjadi 87,3 pada post-test. Mahasiswa mampu menghasilkan desain e-sertifikat profesional dan menguasai teknik otomasi penerbitan sertifikat massal yang efisien. Evaluasi kepuasan peserta mencapai 92% dengan kategori sangat puas terhadap materi, metode, dan relevansi pelatihan. Kegiatan pengabdian ini memberikan kontribusi nyata dalam memperkuat literasi digital mahasiswa serta mendukung efisiensi kerja organisasi kemahasiswaan dalam pengelolaan kegiatan dan administrasi sertifikat.
GAMIFICATION EXPERIENCE AND ITS IMPACT ON ONLINE PURCHASE INTENTION ON TIKTOK SHOP Aswar, Nurul Fadilah
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.81334

Abstract

Abstract: The rapid advancement of digital technology has driven significant growth in e-commerce in Indonesia, including the increasing use of gamification across various online shopping platforms. TikTok, as one of the fastest-growing platforms, has integrated gamification features to elevate user interaction and encourage purchasing behavior. This study aims to examine the influence of autonomy, rewards, and absorption on enjoyment, as well as the effect of enjoyment on online purchase intention among TikTok Shop users in Makassar City. A descriptive quantitative approach was employed, with data collected through questionnaires administered to 168 respondents aged 18–35 who shop on TikTok and engage with its gamification features. The analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The findings indicate that all gamification variables—autonomy, rewards, and absorption—positively and significantly influence enjoyment. Furthermore, enjoyment has a positive and significant effect on online purchase intention. These results highlight that the enjoyable experience generated by gamification features serves as a key factor in strengthening consumers’ purchase intentions on TikTok Shop. The study recommends enhancing the design of gamification elements to be more interactive and motivating in order to improve user engagement and potentially increase purchase transactions.Keywords: Gamification, Autonomy, Rewards, Absorption, Enjoyment, Online Purchace Intention, TikTok
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Abdi Akbar Idris Achmad Yassin Zidan Akram Aslam Adela Ayu Badiaturahmi Adli Pasha Ashari Ady Andardinata Agung Widhi Kurniawan Ahmad Farhan, Ahmad Akbar Yusuf Aksir, Muh Ilham Aksir, Muh. Ilham Al Anshori N, Muh Fadhil Alam, Andi Rifqah Purnama Alim, Bahrul Andi Atssam Mappanyukki Andi Citra Pratiwi Andi Mustika Amin Andi Shinta Ria Oktaviani Andika Isma Angreyani, Andi Dewi Annisa Paramaswary Aslam Annisa Paramaswary Aslam Annisa Paramaswaty Aslam Antika, Wayan Rindi Anwar , Anwar Anwar Anwar Anwar Ramli Arfandi Akkase Asisa Nurfadila Rasyid Aslam, Achmad Yassin Zidan Akram Aslam, Annisa Paramaswary Asri Awal Atifah Anwar, Nur Indah Awal, Asri Ayu Kartini Parawansa Azzahra, Asilah Balo, Maulana Rumi Irwan Burhanuddin Burhanuddin , Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Chalid Imran Musa Deddy Ibrahim Rauf Dipoatmodjo, Tenri S.P. Dwi Anugerah Lestari Dwi Anugerah Lestari Musa Fahira Kamilia Salsabila Faslul Rahman Fauziah Umar, Fauziah Haeril Haeril, Haeril Haeruddin, Ilham Wardhana Haeruddin, Muh. Ilham Wardhana Hanafi, Suriah Hardiyono Hartina Rosalia Hasbiah, Siti Hasbiah, Sitti Hasmawaty Hasmawaty Hasmyati Hasmyati Hasmyati, Hasmyati Hasyim hasyim, hasyim Hawadi, Muhammad Taufik Hety Budiyanti Hidir, Amrullah Ichwan Musa Ifah Finatry Latiep Ikadarny Ilham Wardhana Haeruddin Ilma Wulansari Hasdiansa Indriani Irma Satriani Irma Satriani Irma Satriani, Irma Isma Azis Riu Jalaluddin Mannagalli Parawansa Juliyati Kartika Septiary Pratiwi Khaidir Syahrul Khaidir Syahrul M. Ikhwan Maulana Haeruddin Matthew Olufemi Adio Maulana Rumi Irwan Balo Muh. Ilham Aksir Muh. Yushar Mustafa Muh. Yusuf Kholiq M Muh.Ilham Aksir Muhammad Ardiansyah Muhammad Ichwan Musa Muhammad Ilham Alimuddin Muhammad Isbar Pratama Muhammad Kadafi Burhanuddin Muhammad Said Muhammad Try Dharsana Muhammad Vicky Afrezkia Saleh Muhammad, A Fadel Musa, Muhammad Ichwan Mustafa, Fahrina Mustafa, Riad Natsir, Uhud Darmawan Nur Indah Atifah Anwar Nurfadillah Nurfadillah Nurgraha SD, Widhi Nurhaedah Pratiwi, Andi Citra Putra, Muh. Al Fatah Arief Putri Ramadhani, Putri Putri, Tri Reskita Putri, Zaskiyah Ameliah Raden Mohamad Herdian Bhakti Renggi Karendra Rezky Amalia Hamka Rezky Amalia Hamka Ricardo Valentino Latuheru Ridfan Rifadly Abadi Romansyah Sahabuddin Rosalia, Harnita Ruma, Zainal Ryan Wahyudi Ramli Safariani R, Nur Sah, Nurul Alfadiza Salsabila Nuarindah Ramli Sari, Risa Arsita Shafariana Shafariana Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sitti Hasbiah Suaib, Aulia Kasmawati Sudirman, Akbar Suparman Suparman Syahrani Amni Syahrul, Khaidir Syamsidar Syamsidar Syarif Saddam Rivanie Tenri Sayu Puspitaningsih Dipoatmodjo Uhud Darmawan Natsir Wahyudi, Andi Muh Fadhil Windi Dwi Astuti Wulansary, Ilma Zainal Ruma