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All Journal Media Ekonomi dan Manajemen Jurnal Ilmiah Manajemen "E M O R" Inovator : Jurnal Manajemen Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi 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) Journal Of Human And Education (JAHE) Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi 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 Jurnal Riset Manajemen (JIMBE) (JUMPER) Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis 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 Epsilon : Journal of Management (EJoM) INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) BORJUIS (JURNAL OF ECONOMY) Jurnal Publikasi Manajemen Informatika INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) Humanitis (Jurnal Humaniora Sosial dan Bisnis)
Nurul Fadilah Aswar
Universitas Negeri Makassar
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Sustainability Tourism Melalui Branding Marketing Budaya di Desa Balangloe Kecamatan Tarowang Kabupaten Jeneponto Aswar, Nurul Fadilah; Ridha, Achmad; Mattoliang, Ridwan Andi; Rostina; Putra, Muh Al Fatah Arief
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Volume 03 Nomor 02 (Oktober 2025)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/rdd98036

Abstract

Desa Balangloe, Kecamatan Tarowang, Kabupaten Jeneponto, Sulawesi Selatan, memiliki potensi wisata budaya yang khas melalui ritual tahunan Je’ne’-Je’ne’ Sappara’ dan prosesi Passempa’. Tradisi ini mencerminkan nilai-nilai kearifan lokal masyarakat Bugis-Makassar seperti siri’ na pacce, sipakatau, dan sipakalebbi. Namun, pengelolaan destinasi budaya ini belum optimal, terutama dalam aspek branding marketing dan pemanfaatan media digital. Penelitian ini bertujuan untuk menganalisis peran internalisasi budaya dalam strategi branding sebagai upaya pengembangan sustainability tourism. Dengan pendekatan kualitatif melalui studi pustaka, observasi, serta analisis dokumen, penelitian ini menemukan bahwa integrasi nilai-nilai budaya ke dalam strategi pemasaran mampu memperkuat identitas wisata Balangloe, meningkatkan partisipasi masyarakat, dan memperluas pasar wisata berbasis budaya. Studi ini merekomendasikan penguatan digital branding, pendampingan komunitas, serta kolaborasi multi-stakeholder untuk mendukung pengembangan pariwisata berkelanjutan di Jeneponto.
THE INFLUENCE OF COUNTRY OF ORIGIN ON PURCHASE DECISIONS THROUGH PRICE AS A MEDIATING VARIABLE IN XIAOMI PRODUCTS Nurul Fadilah Aswar
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 2 No. 8 (2025): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

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Abstract

This study aims to analyze the influence of Country of Origin (COO) on Price and Purchase Decisions, both directly and indirectly, with Price as a mediating variable, focusing on Xiaomi products. The findings reveal that consumer perceptions of a product's country of origin significantly influence their evaluation of price. However, perceptions of the country of origin do not directly impact purchase decisions, as consumers prioritize product quality and features. Price emerges as the primary determinant of purchase decisions, with competitive pricing aligned with quality driving consumer purchases. Additionally, perceptions of the country of origin indirectly influence purchase decisions through price. This research provides strategic insights for Xiaomi to manage brand image, optimize pricing strategies, and enhance competitiveness in the global market.
ANALYSIS OF INTEGRATION STRATEGIES IN IMPROVING MARKETING PERFORMANCE STUDY ON FOOD AND BEVERAGE DISTRIBUTORS IN MAKASSAR CITY Nurul Fadilah Aswar; Hasmyati, Nur Indah Atifah Anwar, Ilham Aksir
BORJUIS: JURNAL OF ECONOMY Vol. 1 No. 3 (2024): BORJUIS: JOURNAL OF ECONOMY
Publisher : Adisam Publisher

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Abstract

Increasingly fierce business competition in marketing, companies must work hard to implement various marketing strategies to win the competition. One of the strategies used is to build an integration strategy, where all the company's strengths are synergized to improve marketing performance. This study aims to analyze the factors associated with integration strategies, such as the level of trust, dependencies, and flexibility that have an influence on the company's marketing performance. The study also involved intervening variables, namely flexibility and trust, as a link between these factors and marketing performance. The data analysis method used is Structural Equation Modeling (SEM), with a sample of 100 food and beverage companies in Makassar. The results showed that the level of trust, dependencies, and flexibility significantly affect marketing performance through intervening variables, namely Trust and flexibility. Managerial implications that can be suggested from this study is the importance of building mutually beneficial cooperation between companies, by maintaining a level of trust, flexibility, and the existence of a balanced dependency.
THE ROLE OF CUSTOMER SATISFACTION AS A MEDIATOR IN THE EFFECT OF RELATIONAL MARKETING PRACTICES ON CUSTOMER RETENTION: A CASE STUDY ON XL HOME CUSTOMERS IN MAKASSAR Nurul Fadilah Aswar
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 5 (2025): MAY
Publisher : CV. Adiba Aisha Amira

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Abstract

This study aims to examine the relationship between customer retention, customer satisfaction, and relational marketing practices in XL Home users in Makassar who have used the service for at least one year. Purposive sampling method is used to select 100 respondents who meet these criteria. The data collected were analyzed using Structural Equation Model (SEM) with SMART PLS program. The results showed that customer satisfaction has a significant effect on customer retention. So is the practice of relational marketing, which also has a significant influence on customer retention and customer satisfaction. In addition, there are indirect effects of relational marketing practices on customer retention mediated by customer satisfaction.
THE EFFECT OF MARKET ORIENTATION ON THE MARKETING PERFORMANCE OF MSMES WITH SUPPLY CHAIN MANAGEMENT STRATEGIES AS A MEDIATION VARIABLE (STUDY ON MSMES IN MAKASSAR CITY) Nurul Fadilah Aswar; Hasmyati; Nur Indah Atifah Anwar
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 5 (2025): MAY
Publisher : CV. Adiba Aisha Amira

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Abstract

This study aims to evaluate the application of market orientation to marketing performance, taking into account the SCM strategy as an intervening variable in small and Medium Enterprises (SMEs) in Makassar. Data collection was conducted by distributing questionnaires of 70 copies to managers or owners of SMEs in Makassar. The collected Data were analyzed using structural Equation Model (SEM) analysis method using Smart Pls program. The results found several significant things, namely: 1) there is a significant positive influence between market orientation and marketing performance. 2) there is a significant positive influence between market orientation and SCM strategy. 3) there is a significant positive influence between SCM strategy and market performance. 4) there is a positive and significant influence between market orientation and marketing performance of the company through the practice of SCM on SMEs in the city of Makassar.
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
ANALYSIS OF DIGITAL MARKETING STRATEGY IMPLEMENTATION USING THE SOSTAC MODEL APPROACH AT MAKASSAR STATE UNIVERSITY Burhanuddin, Burhanuddin; Aswar, Nurul Fadilah; Putra, Muh. Al Fatah Arief
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.v6i1.76397

Abstract

Abstract: This study analyzes the implementation of Makassar State University's (UNM) digital marketing strategy using the SOSTAC Model approach, which encompasses six strategic elements: Situation, Objectives, Strategy, Tactics, Action, and Control. Using a descriptive qualitative approach and triangulation methods, data were collected through in-depth interviews, observations of UNM's official digital channels, and documentation studies of promotional activities. The results indicate that UNM has an adequate digital infrastructure, but still faces challenges in terms of content relevance, low engagement, and a communication style that is not aligned with the characteristics of Generation Z. A SWOT analysis shows the potential for strengthening the institution's image through digital storytelling, the use of TikTok, and campus community involvement. Strategic recommendations include adopting the 5S framework and the 7P marketing mix, strengthening the KPI-based monitoring system, and establishing a responsive and adaptive digital team. This study emphasizes the importance of structured and data-driven digital marketing planning in improving the competitiveness and positioning of higher education institutions in the era of digital transformation, especially in recruiting prospective students.Keywords: Digital Marketing, SOSTAC, College, Communication Strategy, Generation Z
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.
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.
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.
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 Agung Widhi Kurniawan Ahmad Farhan Ahmad Farhan, Ahmad Ainul Hidayah Akbar Yusuf Aksir, Muh Ilham Aksir, Muh. Ilham Al Anshori N, Muh Fadhil Alam, Andi Rifqah Purnama Alim, Bahrul Andardinata, Ady 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 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 Brilianty Sekar Amalia 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 Gia Revalina Haeril 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 hasyim, hasyim Hawadi, Muhammad Taufik Hety Budiyanti Hidir, Amrullah Ichwan Musa Ifah Finatry Latiep Ikadarny Ilham Aksir, Asri Awal Ilma Wulansari Hasdiansa Ilyas, Suci Ramadhani Indriani Irma Satriani Irma Satriani Irma Satriani, Irma Isma Azis Riu Jalaluddin Mannagalli Parawansa Jauhar, Muh. Alif Juliyati Kartika Septiary Pratiwi Khadarianti Khadarianti Khaidir Syahrul 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 Ilham Wardhana Haeruddin 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 Nurul Afiah Almunawarah Putra, Muh Al Fatah Arief Putra, Muh. Al Fatah Arief Putri Ramadhani, Putri Putri, Tri Reskita Putri, Zaskiyah Ameliah Raden Mohamad Herdian Bhakti Rauf, Deddy Ibrahim Renggi Karendra Reski Aulia Ramadani Rezky Amalia Hamka Rezky Amalia Hamka Ricardo Valentino Latuheru Ridfan Rifadly Abadi Ridwan Andi Mattoliang Risna Kamisanti 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 Sensy Karnia Serli Pratiwi Shafariana Shafariana Siti Hasbiah Siti Nur Faidah Sitti Hasbiah Sitti Hasbiah Sitti Hasbiah Suaib, Aulia Kasmawati Sudirman, Akbar Suparman Suparman Susanti Susanti Syahrani Amni Syahrul, Khaidir Syamsidar Syamsidar Syarif Saddam Rivanie Tenri Sayu Puspitaningsih Dipoatmodjo Uhud Darmawan Natsir Wahyudi, Andi Muh Fadhil Widhi Nugraha Sumiharja Darmawinata Windasari Pakidi Windi Dwi Astuti Wulandari, Septiani Tri Mefia Wulansary, Ilma Zahratul Afiqah Zainal Ruma