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All Journal Al-Kharaj: Journal of Islamic Economic and Business Community Development Journal: Jurnal Pengabdian Masyarakat Indonesian Journal of Business, Accounting and Management Return : Study of Management, Economic and Bussines Journal of Artificial Intelligence and Digital Business Mestaka: Jurnal Pengabdian Kepada Masyarakat Indo-Fintech Intellectuals: Journal of Economics and Business Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Asraf Asraf
Dosen Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Public Health Social Sciences Other

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Digital Customer Experience and Brand Loyalty: Mediating Engagement and Moderating Authenticity Among Generation Z Jamaluddin Dahlan jamaluddin; asraf yunus
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.12023

Abstract

Grounded in the stimulus–organism–response paradigm, this study examines how digital customer experience (DCE) shapes brand loyalty (BL) among Generation Z social-commerce consumers, testing brand engagement (BE) as a mediating mechanism and brand authenticity (BA) as a moderating boundary condition. Survey data were collected from 384 Generation Z Shopee consumers across Kendari City, Konawe Regency, and Kolaka Regency, Indonesia, and analyzed using partial least squares structural equation modeling. Results show that DCE significantly predicts both BE and BL directly, that BE significantly and partially mediates the DCE–BL relationship, and that BA exerts a significant direct effect on BL but does not significantly moderate the BE–BL relationship. Theoretically, this study contributes an integrated test combining the stimulus–organism–response paradigm, consumer brand engagement theory, and brand authenticity theory within one moderated-mediation model, providing statistically decisive evidence that brand authenticity operates as an independent driver of loyalty rather than a condition strengthening engagement's effect, narrowing an unresolved debate over authenticity's structural role in recent social-commerce literature. Practically, brands should treat experience quality and authenticity-building as parallel, independently justified investments rather than assuming authenticity multiplies engagement's returns. These results extend social-commerce loyalty research to an underrepresented, non-metropolitan Indonesian context.
Digital Competence, Talent Management, and Engagement Drive Banking Employee Performance Abdul Syaban; Asraf Asraf
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.11386

Abstract

This study examines the effects of talent management, employee engagement, and digital competence on employee performance at Bank BPD Sultra, a regional development bank in Indonesia. A quantitative cross-sectional design was employed, involving 170 employees selected through purposive sampling. Data were collected using a structured questionnaire and analysed with partial least squares structural equation modelling using SmartPLS 4. The results indicate that talent management, employee engagement, and digital competence each have a positive and significant effect on employee performance. Digital competence produced the strongest effect (β = 0.468, p < 0.001), followed by employee engagement (β = 0.282, p < 0.001) and talent management (β = 0.200, p = 0.005). Together, the three predictors explained 73.7% of the variance in employee performance. These findings show that employee performance in regional banking is increasingly shaped by the ability to use digital systems, manage digital information, communicate through digital platforms, maintain data-security awareness, and solve technology-related work problems. The study contributes to human resource management and digital banking literature by conceptualising employee performance as digitally enabled service performance. Practically, Bank BPD Sultra and similar regional banks should integrate talent development, engagement-enhancing practices, and continuous digital competence training into their human resource strategies. Such integration is essential for improving secure, reliable, adaptive, and customer-oriented banking services in the context of accelerating digital transformation.
DARI PRODUK SATUAN KE PAKET BERNILAI: PENDAMPINGAN INOVASI UMKM KULINER DI KOTA KENDARI Abdul Razak; Bakhtiar Abbas; Asraf Yunus; Rince Tambunan; Abdul Hakim; Rachmawati Rachmawati
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2026): Vol. 7 No. 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i3.61605

Abstract

UMKM kuliner menghadapi persaingan yang semakin tinggi, sementara sebagian pelaku usaha masih memasarkan produk secara konvensional dan menjual produk secara satuan tanpa strategi paket yang terarah. Kondisi tersebut membatasi kemampuan usaha dalam menciptakan nilai tambah, menjangkau segmen konsumen yang lebih luas, dan meningkatkan daya saing produk. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pengetahuan, keterampilan, dan kesiapan daya saing pelaku UMKM kuliner melalui pendampingan inovasi produk dan pengembangan paket penjualan. Kegiatan dilaksanakan pada 13 April 2026 di Kota Kendari dengan melibatkan 33 pelaku UMKM makanan dan minuman. Metode pelaksanaan menggunakan pendekatan partisipatif melalui tahapan identifikasi kondisi awal, sosialisasi, pemetaan produk dan konsumen, praktik penyusunan paket, perhitungan harga, pembuatan katalog, serta evaluasi. Instrumen evaluasi terdiri atas pretest, posttest, lembar observasi, lembar kerja, angket tanggapan, dan uji konsumen terbatas. Hasil menunjukkan bahwa nilai rata-rata peserta meningkat dari 56,80 pada pretest menjadi 84,20 pada posttest. Sebanyak 30 peserta mampu menyusun paket penjualan, 28 peserta mampu menghitung harga berdasarkan biaya dan margin, serta 26 peserta menghasilkan rancangan katalog sederhana. Kegiatan juga menghasilkan 41 alternatif paket, sedangkan uji konsumen terhadap 12 paket oleh 45 responden memperoleh nilai rata-rata 4,15 dari skala 5. Pendampingan ini meningkatkan kemampuan mitra dalam mengembangkan inovasi, menentukan segmen konsumen, menyusun paket, menghitung harga, dan menyajikan informasi produk. Namun, peningkatan omzet belum dapat disimpulkan karena diperlukan pemantauan lanjutan terhadap penjualan aktual.
Co-Authors Abd. Azis Muthalib Abdul Hakim Abdul Razak Abdul Syaban Ami Nurhayati Ami Nurhayati Andi Baru Wawo Andi M. Budihard Arfin Bagea Arfin Bagea Asrul Jabani Astil Harli Roslan Bakhtiar Abbas Diamon Limbong Hasnawati Hasnawati Ibnu Hajar Indira Yuana Jamaluddin Dahlan La Ode Hamida Mahmudin A. Sabilalo Mirza Hapsari Hasidin Muh. Nur Nita Hasnita Njela Njela Pasrun Adam Rachmawati Rachmawati Reski Auliany Hasan Rince Tambunan Sitti Fauziah Sudirman Sitti Marlina Saranani Sri Ayu Ningtyas Supriaddin, Nofal Wahyuni Rahmah