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All Journal International Journal of Artificial Intelligence Research JURNAL MANAJEMEN BISNIS Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Jurnal Pengabdian Masyarakat UNIPOL Paradoks : Jurnal Ilmu Ekonomi Atestasi : Jurnal Ilmiah Akuntansi
Muchlis Abbas
Universitas Lamappapoleonro
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Library & Information Science Mathematics Social Sciences Transportation

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Pengaruh Kreativitas Konten Iklan, Frekuensi dan Jangkauan Iklan, serta Interaktivitas Digital terhadap Keputusan Pembelian Konsumen pada Usaha Kecil di Kota Makassar Muchlis Abbas; Asri Nur Muin
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 4 (2025): Agustus - Oktober
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i4.1950

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kreativitas konten iklan, frekuensi dan jangkauan iklan, serta interaktivitas digital (engagement) terhadap keputusan pembelian konsumen pada usaha kecil yang menggunakan media sosial sebagai sarana pemasaran di Kota Makassar. Fenomena maraknya promosi digital di kalangan UMKM mendorong perlunya pemahaman mendalam terhadap efektivitas strategi iklan digital dalam memengaruhi perilaku konsumen, khususnya generasi digital. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan survei. Populasi dalam penelitian ini adalah konsumen usaha kecil berbasis digital di Kota Makassar, dan melalui teknik purposive sampling diperoleh 65 responden. Analisis data dilakukan dengan regresi linear berganda menggunakan bantuan SPSS. Hasil penelitian menunjukkan bahwa ketiga variabel independen, yaitu kreativitas konten iklan, frekuensi dan jangkauan iklan, serta interaktivitas digital, berpengaruh signifikan terhadap keputusan pembelian konsumen. Variabel kreativitas konten menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian. Temuan ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi iklan yang lebih efektif di media sosial, serta memperkaya literatur pemasaran digital di sektor usaha kecil. Penelitian ini juga membuka ruang untuk studi lanjutan yang menggabungkan pendekatan kualitatif guna menggali faktor psikologis yang memengaruhi keterlibatan digital konsumen.
Maintaining Fan Loyalty in the Music Industry through a Cyber Marketing Strategy Muchlis Abbas; Ibrahim Ibrahim; Taufik Thahir; Suriyanti Mangkona; Masyadi Masyadi; Kasnaeny Karim
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.860

Abstract

This study aimed to examine the effect of marketing methods on fan loyalty towards Gigi Band. The research hypothesis was fully accepted at a probability level of 95%, indicating that marketing methods have a positive and significant effect on fan loyalty. The study also found that Gigi Band's management marketing strategy is very effective in maintaining its work and retaining its fans. The recommendations for future research include exploring additional variables that may influence fan loyalty beyond marketing methods. Additionally, the study suggests that Gigi Band should continue to hold concerts and expand its songwriting segment to increase its recognition among a wider audience. Overall, this research provides valuable insights into the impact of marketing on fan loyalty in the music industry.
Digital and Social Media Marketing as a Core Strategy in Higher Education: Evidence from Student Engagement and Institutional Branding Muchlis Abbas
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i2.2086

Abstract

This study aims to examine the role of digital and social media marketing as a core strategic mechanism in higher education, with particular emphasis on its influence on student engagement and institutional branding. The research adopts a qualitative systematic literature review approach by synthesizing evidence from 127 empirical studies published between 2015 and 2025 that investigate relationships among social media marketing activities, student engagement, and branding outcomes in higher education institutions. The review integrates findings from diverse methodological traditions and institutional contexts to identify recurring patterns, explanatory mechanisms, and strategic implications. The results reveal that digital and social media marketing exerts strong and consistent direct effects on student engagement and institutional branding, while also operating indirectly through engagement-driven pathways that partially mediate branding outcomes. Student engagement is found to play a central role in translating digital marketing activities into brand equity components, including brand awareness, brand image, perceived quality, and brand loyalty. The findings further indicate that content quality, authenticity, and platform-specific strategies function as critical determinants of marketing effectiveness. Overall, the study concludes that social media marketing constitutes a foundational institutional strategy rather than a peripheral communication tool, and its strategic integration is essential for sustainable branding and competitiveness in contemporary higher education environments.
Human or Artificial? A Meta-Analysis of the Effects of AI-Driven Marketing Interactions on Consumer Trust, Purchase Intention, and Brand Engagement Muchlis Abbas; Aditya Halim Perdana Kusuma Putra
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2504

Abstract

This study aims to examine AI-driven viral marketing strategy by explaining the role of micro-influencers, short-form video, and electronic word of mouth in shaping consumer purchase intention. The study uses a qualitative literature study approach by reviewing, classifying, and synthesizing relevant scholarly works on artificial intelligence in marketing, viral marketing, influencer credibility, short-form video engagement, e-WOM, and consumer behavior. The results indicate that AI-driven viral marketing is not merely a technology-based promotional tool, but an integrated strategic system that combines algorithmic personalization, social credibility, visual engagement, and peer-to-peer communication. Artificial intelligence strengthens marketing effectiveness through personalized targeting, predictive analysis, and content optimization. Micro-influencers enhance consumer trust through perceived authenticity, expertise, and relational closeness. Short-form video increases attention, emotional response, and content shareability, while electronic word of mouth provides social validation, reduces perceived risk, and strengthens purchase intention. The main finding of this study is that consumer purchase intention is shaped by the interaction between technological relevance and social trust. Therefore, effective viral marketing requires a balance between AI-based automation and human-centered communication. This study contributes theoretically by integrating AI marketing, influencer marketing, short-form video, and e-WOM into one conceptual framework, and managerially by offering strategic insights for designing credible and engaging digital marketing campaigns.
Co-Authors Aditya Halim Perdana Kusuma Putra Putra Amrial Amrial Asmini Asnia Minarti Asri Nur Muin Faldi Heryadi Fitri Fitri Ibrahim Ibrahim Ibrahim Kasnaeny Karim Masyadi Muh Fuad Randy Nanna Amriana Nurhidayah Nurhidayah Puji Rahmah Puji Rahmah Rahmawati Umar Rusdiah Hasanuddin Sri Nirwana Surianti Surianti Surianti Surianti Suriyanti Suriyanti Taufik Thahir Taufik Thahir Uli Yulianti Umrah T