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All Journal Hasanuddin Economics and Business Review Prima Abdika: Jurnal Pengabdian Masyarakat
Rianda Ridho Hafizh Thaha, Rianda Ridho Hafizh
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Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Peningkatan Kapasitas Pengelolaan Keuangan Keluarga Berbasis Digital di Tamalanrea Jaya Alam, Syamsu; Alam, Ade Ikhlas Amal; Dharsana, Try; Thaha, Rianda Ridho Hafizh; Natsir, Andi Iqra Pradipta; Lasise, Sumardi; Osman, Isnawati; Adnan, Yusrifah Adwiah
Prima Abdika: Jurnal Pengabdian Masyarakat Vol. 5 No. 4 (2025): Volume 5 Nomor 4 Tahun 2025 (Desember 2025)
Publisher : Program Studi Pendidikan Guru Sekolah Dasar Universitas Flores Ende

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/abdika.v5i4.7290

Abstract

This community service program aims to improve the capacity of digital-based family financial management in Tamalanrea Jaya, Makassar. This activity is motivated by the rapid development of digital technology, which has not been optimally utilized by families in the village. Through this program, the community service team from the Faculty of Economics and Business at Hasanuddin University will provide training and assistance in digital financial management, basic financial reporting, and the use of financial applications to improve operational efficiency within families. The program's implementation methods include seminars on digital financial technology, training in the use of financial applications, and assistance with implementing digital financial systems. The program's target outcomes include improving families' understanding and skills in digital-based financial management, scientific publications in reputable national journals, online media publications, and intellectual property rights. It is hoped that this program can contribute to improving the professionalism of financial management in Tamalanrea Jaya Village, enabling it to survive and thrive in the digital era and support regional economic growth.
The Impact of AI-Driven Predictive Marketing on Ethical Perceptions and Strategic Business Outcomes Thaha, Rianda Ridho Hafizh; Munir, Abdul Razak; Pandurengan, Thenmozly
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6802

Abstract

AI-driven predictive marketing promises superior targeting, personalization, and decision speed, yet its strategic payoffs depend on how customers and managers judge the ethics of its use. This study examines whether and how capability in AI-powered predictive marketing improves strategic business outcomes by shaping ethical perceptions in privacy and consent, transparency and explainability, and fairness and non-discrimination. Drawing on Resource-Advantage theory, we propose and test a model in firms from Makassar, Indonesia, spanning creative industries, financial services, food and beverage, and technology. Using Partial Least Squares Structural Equation Modeling with higher-order constructs, we assess direct, indirect, and conditional effects, including mediation by governance quality and moderation by perceived manipulation and perceived market concentration or data dominance. The estimates show that stronger AI-PM capability is associated with more favorable ethical perceptions, and these perceptions relate positively to brand trust and credibility, innovation readiness, competitive advantage, and performance. Governance practices, consent management, bias audits across pre-, in-, and post-processing, and explainability routines, act as the primary mechanism strengthening ethical perceptions and outcomes. Conversely, perceived manipulative design weakens capability–outcome links, and perceptions of market concentration reduce the ethical appraisal of personalization efforts. The findings position ethics-by-design as a market-based resource that renders data and algorithmic investments more legitimate and defensible over time. Managerially, firms should pair analytics stacks with governance stacks and invest in complementary IT and organizational readiness, while policymakers can enhance contestability and transparency to preserve choice and fairness in data-intensive markets.
Co-Authors Abdul Razak Munir Adnan, Yusrifah Adwiah Alam, Ade Ikhlas Amal Dharsana, Try Lasise, Sumardi Natsir, Andi Iqra Pradipta Osman, Isnawati Pandurengan, Thenmozly SYAMSU ALAM