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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 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) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan KORSAcs Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Bisnis dan Kewirausahaan Journal of Management and Innovation Entrepreneurship (JMIE) Ebisnis Manajemen Southeast Asia Journal of Business, Accounting, and Entrepreneurship Journal of Citizenship MAXIMAL Jurnal Intelek Insan Cendikia Paramacitra : Jurnal Pengabdian Masyarakat Nusantara Economics and Entrepreneurships Journals Inovasi Sosial: Jurnal Pengabdian Masyarakat Pemberdayaan Masyarakat: Jurnal Aksi Sosial IJHABS Journal of Studies in Academic, Humanities, Research, and Innovation META - JOURNAL INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) BORJUIS (JURNAL OF ECONOMY) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) Humanitis (Jurnal Humaniora Sosial dan Bisnis)
Nurul Fadilah Aswar
Universitas Negeri Makassar
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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ANTECEDENTS OF THE ATTITUDE TO THE BRAND AND SELF-ESTEEM Nurul Fadilah Aswar; Ilham Aksir, Asri Awal; Hartina Rosalia
HUMANITIS: Jurnal Homaniora, Sosial dan Bisnis Vol. 1 No. 10 (2024): HUMANITIS : Jurnal Humaniora, Sosial dan Bisnis
Publisher : ADISAM PUBLISHER

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Abstract

This study aims to test the hypothesis about the factors that affect brand loyalty among Samsung smartphone users. This study is a quantitative research with primary data obtained through online questionnaires using Google Forms. A Likert scale with five points is used to measure the entire variable. The number of samples used was 100 respondents, where each indicator was represented by five respondents. Non-probability sampling techniques, especially purposive sampling, were used to select respondents who meet the criteria, namely Samsung smartphone users with a minimum of one year of use. Data analysis was conducted using Structural Equation Model (SEM) with SMART PLS program. Convergent validity is tested through outer loadings that must be greater than 0.70, while discriminant validity is tested through Average Variance Extracted (AVE) with a minimum value of 0.5. Reliability was tested using Composite Reliability and Cronbach's Alpha with a minimum value of 0.70. The results showed that brand satisfaction has a positive influence on attitudes towards brands and brand loyalty. In addition, love for the brand also has a positive effect on brand loyalty and self-esteem. However, self-esteem has no direct influence on brand loyalty. Attitudes toward brands served as a mediating variable in the relationship between brand satisfaction and brand loyalty, while self-esteem did not mediate the relationship between brand love and brand loyalty.
The Influence of Leadership Style on Employee Commitment in The Organization Through Employee Job Satisfaction as an Intervening Variable at PT Industri Kapal Indonesia (Persero) Kota Makassar Natsir, Uhud Darmawan; Rizkullah, Rifki Rif'at; Aswar, Nurul Fadilah
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.238

Abstract

The Influence of Leadership Style on Employee Commitment in the Organization through Employee Job Satisfaction as an Intervening Variable at PT Industri Kapal Indonesia (Persero) Makassar City. This study aims to examine the influence of leadership style on employee commitment in the organization with employee job satisfaction as an intervening variable in PT Industri Kapal Indonesia (Persero) Makassar City. This study uses a quantitative approach with the type of associative research. The population in this study is all employees of PT Industri Kapal Indonesia (Persero) Makassar City which is 132 people, so the sampling technique used is the census method. Data collection was carried out through the distribution of questionnaires to respondents. The data obtained was then analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software version 3.0. The results of the study show that leadership style has a positive and significant effect on employee commitment in the organization. In addition, leadership style has been proven to have a positive and significant effect on employee job satisfaction. Employee job satisfaction also has a positive and significant influence on employee commitment in the organization. Furthermore, the results of the testing of the intervening variables showed that employee job satisfaction was significantly able to mediate the influence of leadership style on employee commitment in the organization.
Consumer Trust In Influencer-Based Digital Marketing: A Qualitative Study Among Beauty Product Consumers In Makassar City Riu, Isma Azis; Radjab, Irsan; Arif, Hery Maulana; Haeruddin, M. Ilham Wardhana; Aswar, Nurul Fadilah
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.378

Abstract

Influencer marketing has emerged as a dominant strategy within the digital marketing landscape, particularly in the Indonesian beauty industry. This study investigates how consumers in Makassar City develop and sustain trust in influencer-based marketing content on social media platforms. Employing a qualitative descriptive approach, in-depth semi-structured interviews were conducted with 20 purposively selected participants who actively consume beauty content on Instagram, TikTok, and YouTube. Data were analyzed using thematic analysis encompassing open coding, axial coding, and selective coding procedures. The findings reveal five core themes: (1) authenticity as the primary driver of trust formation; (2) the negative impact of excessive commercialization on perceived credibility; (3) the role of influencer expertise and product knowledge in legitimizing recommendations; (4) parasocial relationships as amplifiers of emotional attachment and brand loyalty; and (5) consumer skepticism as an emerging critical evaluation strategy. The study demonstrates that trust remains the central mediating variable linking influencer characteristics to purchase intentions. Consumers exhibit nuanced evaluation behaviors, distinguishing between genuine advocacy and sponsored content. The research contributes theoretically by integrating Source Credibility Theory, Parasocial Interaction Theory, and the Trust-Commitment Theory within the influencer marketing context. Managerially, the findings suggest that brands should prioritize authentic, transparent, and expertise-driven influencer collaborations rather than high-volume promotional campaigns.
Penguatan Daya Saing UMKM melalui Optimalisasi Kemasan Produk dan Pemasaran Digital di Kabupaten Gowa Ilma Wulansari Hasdiansa; Sitti Hasbiah; Annisa Paramaswary Aslam; Nurul Fadilah Aswar; Ahmad Farhan
Inovasi Sosial : Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2026): Mei : Inovasi Sosial : Jurnal Pengabdian Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/inovasisosial.v3i2.3216

Abstract

Micro, small, and medium enterprises (MSMEs) play an important role in supporting the community’s economy; however, they still face various limitations in business management, particularly in product packaging and digital marketing. This community service activity aims to enhance the capacity of MSME actors in optimizing product packaging design and utilizing digital marketing in Pattallassang District, Gowa Regency. The activity was conducted in February 2026 and involved 8 home-based business actors as participants. The methods used included socialization, training, and participatory-based mentoring, which began with a pre-test to measure the participants’ initial level of understanding. The materials provided covered product packaging design, label or logo creation, and the use of social media and marketplaces in digital marketing. The results showed an improvement in participants’ knowledge and skills in designing more attractive product packaging and utilizing digital platforms as marketing tools. Participants also began to understand the importance of branding and marketing strategies in increasing product competitiveness. Overall, this activity had a positive impact on improving the capacity of MSME actors in terms of knowledge, skills, and attitudes in managing their businesses. This activity is expected to be an initial step in encouraging MSME actors to be more adaptive to technological developments and able to compete in a broader market.
Comparative Analysis of Financial Performance of Bank and Non-Bank Financial Institutions: Case Study of PT Bank Maybank Indonesia Tbk and Pt Prudential Life Assurance for the 2023–2024 Period Aswar, Nurul Fadilah
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 4 (2026): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.425

Abstract

This study aims to analyze and compare the financial performance between bank and non-bank financial institutions in Indonesia with a case study of PT Bank Maybank Indonesia Tbk and PT Prudential Life Assurance for the 2023–2024 period. The research uses a quantitative descriptive approach with the analysis of financial statements which includes balance sheets, profit and loss, and financial ratios. The results show that banks have a more stable performance with diversified asset structures and consistent income, while non-bank financial institutions show high profitability but are more sensitive to market and investment risks. These differences reflect the characteristics of each institution's business model and funding sources. This research provides important implications for investors and regulators in understanding risks and opportunities in the financial sector
PENGARUH MICRO-INFLUENCER TERHADAP IMPULSIVE BUYING PRODUK SKINTIFIC DI TIKTOK SHOP MELALUI FEAR OF MISSING OUT (FOMO) PADA MAHASISWA GENERASI Z DI KOTA MAKASSAR Amelia Christina Pairunan; Muhammad Ilham Wardhana Haeruddin; Nurul Fadilah Aswar; Chalid Imran Musa; Rahmat Riwayat Abadi
Juremi: Jurnal Riset Ekonomi Vol. 5 No. 6 (2026): Mei 2026
Publisher : Bajang Institute

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Abstract

This study examines the influence of micro-influencers on impulsive buying behavior of Skintific skincare products on TikTok Shop, with Fear of Missing Out (FOMO) as a mediating variable among Generation Z students in Makassar. The study is motivated by the increasing use of micro-influencers in digital marketing and the tendency of Generation Z to make impulsive purchases after exposure to social media content. This study employs a quantitative approach using a survey method through questionnaires. The population consists of Generation Z university students in Makassar who actively use TikTok and have purchased Skintific products through TikTok Shop. A total of 130 respondents were selected using random sampling techniques. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 3.2.9. The results show that micro-influencers do not have a significant direct effect on impulsive buying. However, micro-influencers have a positive and significant effect on FOMO, which also has a positive and significant effect on impulsive buying. In addition, micro-influencers indirectly influence impulsive buying through FOMO. These findings indicate that feelings of missing out on trends or information triggered by micro-influencer content play an important role in driving impulsive buying behavior among Generation Z. This study highlights the importance of emotional factors, particularly FOMO, in enhancing the effectiveness of influencer-based digital marketing strategies.
Influence Satisfaction and Trust to Loyalty Customer in Use Product Superior Micro at PT. Bank Rakyat Indonesia Tbk (Persero) Nurul Fadilah Aswar; Andi Rifqah Purnama Alam
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 1 No 2 (2023): Volume 1, Issue 2, May-August 2023
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (264.922 KB) | DOI: 10.61255/jeemba.v1i2.66

Abstract

This study aims for know influence satisfaction and trust to loyalty customers in use product superior micro (Kupedes) at PT. Bank Rakyat Indonesia Tbk (Persero) A. P. Pettarani Unit Office. As for the population study is PT Bank Rakyat Indonesia Tbk (Persero) customers A. P. Pettarani Unit Office which uses product superior micro (Kupedes). Sample finally obtained is 100 respondents. Data analysis used analysis track (Path Analysis) using Statistical Product Standard Solution (SPSS 25). The results of data analysis show that variable satisfaction influential significant to trust with mark X1 significanct of 0.0001 <0.05. However, variables satisfaction no there is influence significant to loyalty with mark X1 significance of 0.232>0.05. Variable trust there is influence significant to loyalty with mark X2 significance of 0.0001 <0.05. Then analysis satisfaction through trust to loyalty is known influence given directly of 0.126, meanwhile influence no direct X1 through X2 to Y of 0.581, which means that mark influence no direct more big compared to with mark influence direct. So that can concluded that in a manner no direct satisfaction through trust have influence significant to loyalty.
Sosialisasi Literasi Keuangan Pada Generasi Muda Annisa Paramaswary Aslam; Nurul Fadilah Aswar; Muhammad Yushar Mustafa; Rahmat Riwayat Abadi; Andi Citra Pratiwi
Vokatek : Jurnal Pengabdian Masyarakat Volume 1: Issue 3 (Oktober 2023)
Publisher : Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/vokatekjpm.v1i3.144

Abstract

Literasi keuangan mempunyai peran penting dalam mendukung pembangunan keuangan di suatu negara terutama pada negara berkembang seperti Indonesia. Pelaksanaan sosialisasi materi literasi keuangan dilakukan dengan materi seperti pengertian dan tujuan dari literasi keuangan, bagaimana merencanakan keuangan, mengatur pengeluaran dan pendapatan serta contoh instrument investasi keuangan di masyarakat. Kegiatan pengabdian ini dilakukan pada tanggal 28 Mei 2023 dan dilakukan secara daring melalui aplikasi zoom. Pengabdian ini dihadiri oleh 42 peserta yang hadir dalam zoom ini, dimana latar belakang peserta terdiri dari mahasiswa, karyawan swasta, guru, dokter, dan lain-lain yang berasal dari 3 kota di Indonesia yaitu Jakarta, Makassar, dan Surabaya. Tujuan ini pengabdian ini untuk mendukung kebijakan pemerintah mengenai peningkatan literasi inklusi keuangan termasuk meningkatkan pemahaman masyarakat tentang keuangan pribadi, termasuk pengelolaan hutang, perencanaan keuangan, dan investasi.
Tumbuhkan Investasi Masa Depan: Sosialisasi Pembuatan Portofolio Saham untuk Generasi Muda Annisa Paramaswary Aslam; Achmad Yassin Zidan Akram Aslam; Khaidir Syahrul; Syarif Saddam Rivanie Parawansa; Nurul Fadilah Aswar
Vokatek : Jurnal Pengabdian Masyarakat Volume 2: Issue 3 (Oktober 2024)
Publisher : Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/vokatekjpm.v2i3.468

Abstract

This research discusses the effectiveness of socializing stock portfolio creation among young people as an effort to prepare for their financial future. The aim of this study is to explore the impact of stock investment socialization programs on the understanding, active participation in the capital market, and the development of financial skills among young people. The results of the research indicate that effective stock investment socialization enhances young people's understanding of the risks and potential gains involved in stock investment. Moreover, these programs also encourage their active participation in the capital market and foster the necessary financial skills to manage investment portfolios efficiently. In conclusion, integrating stock investment education into formal education    curricula, developing mentorship programs, and leveraging digital technology are strategic steps to enhance financial literacy among young people. Recommendations for further research include further exploration of inhibiting factors and expanding the scope of stock investment socialization programs across various communities.
Sosialisasi Strategi Peningkatan Pemasaran Digital Bagi UMKM Rahmat Riwayat Abadi; Burhanuddin; Nurul Fadilah Aswar; Annisa Paramaswary Aslam; Ridfan Rifadly Abadi
Vokatek : Jurnal Pengabdian Masyarakat Volume 2: Issue 3 (Oktober 2024)
Publisher : Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/vokatekjpm.v2i3.492

Abstract

Local governments are trying to increase MSME’s income by encouraging economic growth through digital marketing. The existence of MSME’s plays a vital role in society because MSME’s greatly influence efforts to increase revenue for the community. The rapid flow of globalization has made technological developments digital, making business actors follow digital trends in response to the changing era. Many people have switched from conventional marketing to digital marketing. This situation emphasizes that business actors must optimize their marketing strategies and productivity by switching to digital marketing. Even amid many new businesses emerging, their companies can survive and grow by adopting digital marketing strategies. Based on these conditions, digital marketing training and development efforts need to be made to market unique and modern products so that they can generate more sales and be widely known to the public. The initial step taken by the community service team was to socialize the community regarding the training and development of digital marketing and strategies. Through the socialization of digital marketing, it is hoped to increase the insight of MSME’s actors about digital marketing strategies and the tools they can use.
Co-Authors A. Nur Azilah Abadi, Rahmat Riwayat Abdi Akbar Idris Achmad Ridha Achmad Yassin Zidan Akram Aslam Achmad Yassin Zidan Akram Aslam Adela Ayu Badiaturahmi Adli Pasha Ashari Ady Andardinata Agung Widhi Kurniawan Ahmad Farhan Ahmad Farhan, Ahmad Akbar Yusuf Aksir, Muh Ilham Aksir, Muh. Ilham Al Anshori N, Muh Fadhil Alam, Andi Rifqah Purnama Alim, Bahrul Amelia Christina Pairunan Andi Atssam Mappanyukki Andi Citra Pratiwi Andi Citra Pratiwi Andi Mustika Amin Andi Shinta Ria Oktaviani Andika Isma Angreyani, Andi Dewi Annisa Paramaswary Annisa Paramaswary Aslam Annisa Paramaswaty Aslam Antika, Wayan Rindi Anwar , Anwar Anwar Anwar Anwar Ramli Anwar Ramli Arfandi Akkase Asisa Nurfadila Rasyid 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 Haeruddin , M. Ilham Wardhana Haeruddin, Ilham Wardhana Haeruddin, M. Ilham Wardhana Haeruddin, Muh. Ilham Wardhana Hanafi, Suriah Hardiyono Hartina Rosalia Hartina Rosalia Hasbiah, Siti Hasbiah, Sitti Hasmawaty Hasmawaty Hasmyati Hasmyati Hasmyati, Hasmyati Hasmyati, Nur Indah Atifah Anwar, Ilham Aksir Hasyim hasyim, hasyim Hawadi, Muhammad Taufik Hery Maulana Arif Hety Budiyanti Hidir, Amrullah Ichwan Musa Ifah Finatry Latiep Ikadarny Ilham Aksir, Asri Awal Ilham Wardhana Haeruddin Ilma Wulansari Hasdiansa Indriani Irma Satriani Irma Satriani Irma Satriani, Irma Isma Azis Riu Jauhar, Muh. Alif 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 Ilham Alimuddin Muhammad Isbar Pratama Muhammad Kadafi Burhanuddin Muhammad Said Muhammad Try Dharsana Muhammad Vicky Afrezkia Saleh Muhammad Yushar Mustafa Muhammad, A Fadel Musa, Muhammad Ichwan Mustafa, Fahrina Mustafa, Riad Natsir, Uhud Darmawan Nur Indah Atifah Anwar Nurfadillah Nurfadillah Nurgraha SD, Widhi Nurhaedah Nurman Nurman Nurman Parawansa, Jalaluddin Mannagalli Putra, Muh Al Fatah Arief Putra, Muh. Al Fatah Arief Putri Ramadhani, Putri Putri, Tri Reskita Putri, Zaskiyah Ameliah Raden Mohamad Herdian Bhakti Radjab, Irsan Rauf, Deddy Ibrahim Renggi Karendra Rezky Amalia Hamka Rezky Amalia Hamka Ricardo Valentino Latuheru Ridfan Rifadly Abadi Ridwan Andi Mattoliang Risna Kamisanti Rizkullah, Rifki Rif'at Romansyah Sahabuddin Rosalia, Harnita Rostina Ruma, Zainal Ryan Wahyudi Ramli Safariani R, Nur Sah, Nurul Alfadiza Saleh, Reyna Eka Saputri 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 Windasari Pakidi Windi Dwi Astuti Wulansary, Ilma Zahratul Afiqah Zainal Ruma