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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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SOSIALISASI DAN PELATIHAN PEMASARAN BERKELANJUTAN: MEMBANGUN KESADARAN KONSUMEN TERHADAP PRODUK RAMAH LINGKUNGAN Aswar, Nurul Fadilah; Hamka, Rezky Amalia; Hasdiansa, Ilma Wulansari; Hasbiah, Siti; Syahrul, Khaidir
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2025): Vol. 3 No. 1 (2025): Volume 03 Nomor 01 (April 2025)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/ininnawa.v3i1.7736

Abstract

Kesadaran konsumen terhadap isu lingkungan mendorong permintaan akan produk ramah lingkungan, namun banyak pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia, khususnya di Desa Rumbia, Kecamatan Kassi, Kabupaten Jeneponto, masih menghadapi kesulitan dalam menerapkan strategi pemasaran berkelanjutan. Kegiatan pengabdian ini bertujuan untuk meningkatkan pemahaman dan keterampilan pelaku UMKM terkait pemasaran berkelanjutan melalui sosialisasi dan pelatihan. Metode pelaksanaan meliputi identifikasi kebutuhan, penyusunan modul, pelatihan partisipatif berbasis studi kasus, praktik penyusunan rencana pemasaran, serta pendampingan teknis. Hasil pelatihan menunjukkan peningkatan signifikan dalam pemahaman peserta tentang pemasaran berkelanjutan, branding, packaging ramah lingkungan, serta pemanfaatan media digital. Sebagian besar UMKM mulai mengadopsi kemasan berbahan dasar daur ulang dan memperkuat identitas merek mereka. Program ini membuktikan bahwa pendekatan pemasaran berkelanjutan mampu meningkatkan daya saing produk lokal di pasar digital, sekaligus mendukung pembangunan ekonomi yang lebih inklusif dan ramah lingkungan. Ke depan, diperlukan pendampingan lanjutan dan perluasan program serupa untuk memperkuat transformasi UMKM berbasis keberlanjutan.
Analisis Pengaruh Intention to Boycott & Brand Exposure terhadap Purchase Decision Melalui Brand Image pada Produk Scarlett Whitening di Kota Makassar Andi Shinta Ria Oktaviani; Chalid Imran Musa; Nurul Fadilah Aswar; Zainal Ruma; Rahmat Riwayat Abadi
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 4 (2025): AGUSTUS : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v3i4.2024

Abstract

This study aims to determine the effect of Intention to Boycott and Brand Exposure on Purchase Decision mediated by Brand Image on Scarlett Whitening products in Makassar City. This research uses a quantitative approach with a causal design. The population in this study is the community of Makassar City who have used or are familiar with Scarlett Whitening products. The sample was taken using a non-probability sampling method with a purposive sampling approach, and 105 respondents were obtained. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) version 4.0. The results of the study show that (1) Intention to Boycott has a direct negative and significant effect on Brand Image, (2) Brand Exposure has a direct positive and significant effect on Brand Image, (3) Intention to Boycott has a direct negative and significant effect on Purchase Decision, (4) Brand Exposure has a direct positive and significant effect on Purchase Decision, (5) Brand Image has a direct positive and significant effect on Purchase Decision, (6) Brand Image significantly mediates the relationship between Intention to Boycott and Purchase Decision, and (7) Brand Image significantly mediates the relationship between Brand Exposure and Purchase Decision.
PELATIHAN PEMANFAATAN TOOLS DIGITAL CANVA SEBAGAI STRATEGI PEMASARAN DIGITAL PRODUK UMKM Aswar, Nurul Fadilah; Hasmyati; Anwar, Nur Indah Atifah; Aksir, Muh. Ilham; Hasyim
Paramacitra Jurnal Pengabdian Masyarakat Vol. 2 No. 02 (2025): Volume 02 Nomor 02 (Mei 2025)
Publisher : PT Ininnawa Paramacitra Edu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62330/pjpm.v2i02.261

Abstract

Perkembangan era digital telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memanfaatkan strategi pemasaran digital secara lebih efektif. Namun, keterbatasan keterampilan dalam menggunakan tools digital, seperti Canva, masih menjadi tantangan utama. Kegiatan pelatihan ini bertujuan untuk meningkatkan keterampilan peserta dalam menggunakan Canva untuk menciptakan konten pemasaran digital yang menarik, profesional, dan efektif. Metode pelaksanaan meliputi diskusi interaktif, studi kasus, praktik langsung pembuatan konten, hingga simulasi perencanaan konten menggunakan fitur Canva Calendar. Hasil pelatihan menunjukkan peningkatan signifikan dalam keterampilan teknis peserta, termasuk kemampuan mendesain poster, banner media sosial, dan kemasan produk secara mandiri. Selain itu, peserta mulai memahami pentingnya konsistensi visual dalam membangun identitas merek dan berhasil mengurangi ketergantungan terhadap jasa desain eksternal. Pelatihan ini tidak hanya meningkatkan keterampilan digital, tetapi juga membuka peluang usaha baru serta memperkuat daya saing UMKM di pasar digital. Untuk menjaga keberlanjutan dampak, disarankan adanya pendampingan lanjutan dan pengembangan komunitas belajar digital di tingkat lokal.
PELATIHAN PENYUSUNAN BUSINESS PLAN DAN ANALISIS PASAR BAGI PELAKU UMKM Aswar, Nurul Fadilah; Muhammad Ardiansyah; Agung Widhi Kurniawan; Aslam, Annisa Paramaswary; Asri Awal
Paramacitra Jurnal Pengabdian Masyarakat Vol. 2 No. 02 (2025): Volume 02 Nomor 02 (Mei 2025)
Publisher : PT Ininnawa Paramacitra Edu

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

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran vital dalam perekonomian Indonesia, namun banyak pelaku usaha masih menghadapi tantangan dalam menyusun business plan dan melakukan analisis pasar yang efektif. Kegiatan pelatihan ini bertujuan untuk meningkatkan keterampilan pelaku UMKM di Desa Kassi, Kecamatan Rumbia, Kabupaten Jeneponto dalam menyusun business plan yang terstruktur dan melakukan analisis pasar yang komprehensif. Metode pelaksanaan meliputi pengumpulan data kebutuhan peserta, penyusunan materi, sesi interaktif, praktik langsung penyusunan business plan, serta analisis pasar berbasis data sederhana. Hasil pelatihan menunjukkan peningkatan signifikan dalam pemahaman peserta mengenai pentingnya perencanaan bisnis dan analisis pasar, dengan peserta mampu menyusun rencana bisnis yang lebih sistematis serta mengidentifikasi target pasar dan strategi pemasaran yang lebih tepat. Pelatihan ini juga mendorong peserta untuk mulai mengintegrasikan data pasar dalam pengembangan usaha mereka. Untuk keberlanjutan hasil pelatihan, disarankan adanya pendampingan pasca pelatihan dan perluasan program ke lebih banyak pelaku UMKM di daerah lain.
Pengaruh Persepsi Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada PT. Isuzu Mobilindo Plaza Kota Makassar A. Afifah Humairah; Burhanuddin Burhanuddin; Nurul Fadilah Aswar; Isma Azis Riu; Rahmat Riwayat Abadi
Journal Of Business, Finance, and Economics (JBFE) Vol 6 No 1 (2025): Juni : Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v6i1.6669

Abstract

This study aims to analyze the influence of price perception on customer loyalty via consumer satisfaction as an intervening variable at PT. Isuzu Mobilindo Plaza in Makassar City. The study considers price perception as the independent variable, customer loyalty as the dependent variable, and consumer satisfaction as the intervening variable. The population studied were consumers of PT. Isuzu Mobilindo Plaza products at least three times and who live in Makassar City and are aged 28–60 years. PT. Isuzu Mobilindo Plaza products at least three times and have used PT. Isuzu Mobilindo products for at least three years. A total of 104 people were selected for the study using a purposive sampling technique. The study employed a quantitative approach with a Structural Equation Modelling – Partial Least Squares (SEM-PLS) data analysis technique, using SmartPLS 3.2.9 software. The results indicate that price perception has a positive and significant effect on consumer satisfaction and customer loyalty. Additionally, the final results show that consumer satisfaction mediates the effect of price perception on customer loyalty.
The Influence of Promotion and User Experience on Purchasing Decisions Through Purchase Interest on Bukalapak Nurfadillah, Nurfadillah; Anwar , Anwar; aswar, nurul fadilah; musa, chalid imran; haeruddin, ilham wardhana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2229

Abstract

This research aims to evaluate the influence of promotion and user experience on purchasing decisions, with purchase interest as a mediating variable, on the e-commerce platform Bukalapak. The focus of the research is to identify the key factors influencing purchase interest and the relationships between variables in influencing purchasing decisions. A quantitative approach was used with a survey method, by distributing questionnaires to 114 respondents in Makassar City who are users of Bukalapak. Data analysis was conducted using SmartPLS with the Partial Least Square (PLS) technique. The results of the study show that promotion and user experience significantly influence purchasing decisions. User experience also significantly affects purchase interest, while the effect of promotion on purchase interest is not significant. Purchase interest has been proven to play an important role in driving purchasing decisions. Additionally, user experience influences purchasing decisions through purchase interest, while promotions do not show a significant effect through purchase interest.
Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Smartphone Oppo di Makassar Suaib, Aulia Kasmawati; Ruma, Zainal; aswar, nurul fadilah; musa, chalid imran; haeruddin, ilham wardhana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2388

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian smartphone OPPO di Makassar. Metode yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada responden yang merupakan pengguna smartphone OPPO. Hasil analisis menunjukkan bahwa kualitas produk, harga, dan promosi memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Kualitas produk menjadi faktor dominan yang memengaruhi keputusan konsumen. Temuan ini mengindikasikan bahwa peningkatan kualitas produk, penetapan harga yang kompetitif, serta strategi promosi yang tepat dapat meningkatkan minat beli konsumen terhadap produk OPPO di pasar Makassar.
The Influence of Workload on Employee Performance Through Employee Satisfaction as an Intervening Variable (A Study at PT Perusahaan Listrik Negara (PLN) (Persero) Gardu Transmission Service Unit (ULTG) Panakkukang, Makassar City) Al Anshori N, Muh Fadhil; Burhanuddin, Burhanuddin; Aswar, Nurul Fadilah
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2725

Abstract

This study aims to examine and analyze the influence of workload on employee performance, with employee satisfaction as an intervening variable at PT Perusahaan Listrik Negara (PLN) (Persero) Gardu Transmission Service Unit (ULTG) Panakkukang, Makassar City. Using a quantitative approach, data were collected through questionnaires distributed to employees and analyzed using path analysis techniques. The results show that workload has a significant negative effect on employee satisfaction. Furthermore, employee satisfaction has a significant positive effect on employee performance. The findings also indicate that workload indirectly affects employee performance through the mediating role of employee satisfaction. These results suggest that managing employee workload and improving satisfaction are crucial strategies to enhance overall performance within the organization.
Peran Keunggulan Komparatif Dalam Memediasi Pengaruh Positioning Terhadap Keputusan Pembelian Produk Smartphone Merek Oppo Di Kota Makassar Antika, Wayan Rindi; anwar, anwar; aswar, nurul fadilah; musa, chalid imran; Abadi, Rahmat Riwayat
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2726

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh positioning terhadap keputusan pembelian dan peran keunggulan komparatif dalam memediasinya. Jenis penelitian yang digunakan ialah penelitian kuantitatif dengan desain ekspanatif. Lokasi penelitian ini dilakukan di Kota Makassar provinsi Sulawesi Selatan. Populasi penguna OPPO dikota makasasar. Teknik pengambilan sampel penelitian yaitu dengan metode Non Probability Sampling dengan cara Purposive Sampling. Dihitung dengan rumus hairs 2010 sebanyak 128 responden. Analisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) denagan softwre SmartPLS versi 4.0. PLS (partial Least Square) Hasil penelitian menunjukan positioning berpengaruh positif dan signifikan terhadap keputusan pembelian positioning berpengaruh positif dan signifikan terhadap keunggulan komparatif keunggulan komparatif berpengaruh positif dan signifikan terhadap keputusan pembelian pengaruh antara positioning terhadap keputusan pembelian melalui keunggulan komparatif menunjukkan hasil positif dan signifikan.
The Effect of Service Quality, Image, and Brand Trust on Buying Interest in Shopee e-Commerce: Case Study on Students of the Faculty of Economics and Business, Makassar State University Ramadhani, Putri; Musa, Muh. Ichwan; Burhanuddin; Aswar, Nurul Fadilah; Hasdiansa, Ilma Wulansari
International Humanity Advance, Business & Sciences Vol 1 No 3 (2024): January
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v1i3.133

Abstract

This research is a quantitative study that aims to determine the effect of e-service quality, image and brand trust on buying interest (Case Study on Students of the Faculty of Economics and Business, Makassar State University). The population in this study were all active students of the Faculty of Economics and Business, Makassar State University class of 2020 using the sampling method obtained a sample of 100 respondents. The data collection technique used was a questionnaire. The analysis technique used is multiple linear regression analysis using Statistical Product and Service Solution (SPSS 20). The results of this study indicate that the e-service quality and brand image variables partially have a significant effect on purchase intention while the brand trust variable partially has no significant effect on purchase intention. Simultaneously, the variables of e-service quality, brand image and brand trust have a significant effect on purchase intention
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