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All Journal Jurnal Siasat Bisnis Ilmu Administrasi Publik JURNAL KOLABORASI Panrita Abdi - Jurnal Pengabdian pada Masyarakat Jurnal Mirai Management International Journal of Artificial Intelligence Research Hasanuddin Economics and Business Review Jurnal Ilmiah Manajemen "E M O R" Hasanuddin Journal of Applied Business and Entrepreneurship SEIKO : Journal of Management & Business International Journal of Social Science and Business YUME : Journal of Management J-Dinamika: Jurnal Pengabdian Kepada Masyarakat JURNAL LENTERA BISNIS Jurnal Ilmiah Edunomika (JIE) Jurnal Informasi dan Teknologi Hasanuddin Journal of Animal Science (HAJAS) Accounting Profession Journal (APAJI) Jurnal Inovasi dan Pelayanan Publik Makassar HASANUDDIN JOURNAL OF BUSINESS STRATEGY AMAR (Andalas Management Review) Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Social Service and Research Jurnal Ekonomi Jurnal Minfo Polgan (JMP) JURNAL SIPISSANGNGI: Jurnal Pengabdian Kepada Masyarakat Proceeding of The International Conference on Economics and Business Scientium Management Review El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Innovative and Creativity
Abdul Razak Munir
Hasanuddin University
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Sosial Media Marketing Sebagai Moderasi Pengaruh Content dan Event Terhadap Customer Engagement Farida Akbarina; Eva Fathussyaadah; Shohib Muslim; Muhammad Hery Santosa; Abdul Razak Munir
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.6425

Abstract

Social media has become an important platform in building and maintaining customer engagement. So social media is the most effective way to increase customer engagement towards products or services. In this study, this study uses quantitative research. This study aims to determine social media marketing as a moderation of the influence of content and events on customer engagement. This study focuses on e-commerce customers, by applying the Non-Probability Sampling technique to determine the sample. And the population obtained in this study was 200 respondents. The analysis technique in this study used Smart PLS. The results of this study found that content and events have an effect on customer engagement. Social media as a moderating variable is able to moderate the influence of content and events on customer engagement.
THE INFLUENCE OF CELEBRITY CONGRUENCE ON PURCHASING DECISIONS WITH BRAND QUALITY AS A MODERATING VARIABLE Sidik, Syahrial; Sjioen, Alya Elita; Kurniawan, Rudi; Latif, Abdul; Munir, Abdul Razak
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13217

Abstract

This research is quantitative research with an exploratory approach, namely using a number of studies related to Celebrity Congruence, Pruchase Decision, and Brand Quality as the main reference and basic material to create novelty in the research carried out. This research uses primary data obtained from sellers of kebuli rice as many as 150 MSMEs and 150 consumers who have purchased kebuli rice. This data can be categorized as primary data because it was obtained directly. The instrument for obtaining this data uses an online questionnaire which contains 5 statements, namely strongly agree, agree, normal/so-so statement, disagree and strongly disagree which are used as validity test material. The data in this study was analyzed using the smart PLS 4.0 analysis tool. The result in this research show that the researcher's first hypothesis regarding the Celebrity Conguruence variable can have a positive relationship direction and a significant influence on Purchasing Decisions can be proven and accepted because the P-Values value is below the 0.05 significance level, namely 0.011. This is due to the promotional influence of Sleebriti which has the main tasks of knowledge, skills, markets and so on which are in line with the products being marketed which can significantly influence purchasing decisions However, this research shows more significant results than previous research. Apart from that, in the second row of the third table the path coefficients show similar results if the Brand Quality variable can strengthen the influence of the Celebrity Congurence variable on Purchasing Decisions because the P-Values value is below the 0.05 significance level, namely 0.000, which is more significant than the direct test of 0.001. This is because Brand Quality is the most important thing to maintain and become the attention of buyers after seeing promotions from Celebrity Congruence. Based on this, the first and second hypotheses in this study are correct and can be proven. Keywords: Celebrity Congruence, Purchasing Decisions, Brand Quality
THE INFLUENCE OF PRODUCT UNIQUENESS ON PURCHASING DECISIONS WITH BRAND AMBASSADOR AS A MODERATING VARIABLE Resmawa, Ira Ningrum; Agrina, Camelia Rizki; Akbarina, Farida; Suratman, Suratman; Nurdin, Nurdin; Munir, Abdul Razak
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14899

Abstract

Abstract This research is a quantitative study with an explanatory approach, namely an approach that relies on a number of previous studies as an initial foundation for building articles with the latest variations. The data used in the article is primary data that researchers obtained from 500 JNT employees spread throughout Indonesia. The data that was successfully collected was analyzed using the smart PLS 4.0 analysis tool. The result in this reserach show that the researcher's assumption regarding the Product Uniqueness variable can have a positive relationship direction and a significant influence on Purchasing Decisions can be accepted because the P-Vlues value is positive and below the significance level of 0.05, namely 0.014. In the second hypothesis, the researcher speculates with various credible research sources that the Brand Ambassador variable can strengthen the influence of the Product Uniqueness variable on Purchasing Decisions. The results of the second row of the third table of the Path Efficiency above show concomitant results because the P-Values also point to positive and are below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.014. This indicates that the better the Brand Ambassador owned by a product, the more the product is known to the public until it can finally strengthen the occurrence of Purchasing Decisions. Thus, the first and second hypotheses in this study can be accepted and proven. Keywords: Product Uniqueness, Purchasing Decisions , Brand Ambassador
STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN PADA UMKM BERBASIS ONLINE Arisandi, Edi; Setiawan, Rachmadi; Amalia, Fisy; Parinduri, Rizka Elvira; Munir, Abdul Razak
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2044

Abstract

This study aims to determine the effectiveness of digital marketing strategies in increasing sales in online-based MSMEs. This research approach collects data through a literature study, which involves reading literature from various sources including books, articles, journals, and reports using qualitative and deductive approaches. The results of this study indicate that digital marketing strategies are proven effective in increasing sales in online-based MSMEs. Some key strategies that can be implemented include utilizing social media as a promotional channel, optimizing marketplaces and websites, implementing content marketing, using paid digital advertising and search engine optimization (SEO), collaborating with influencers and affiliate marketing, customer relationship management (CRM), and data analysis and evaluation of digital marketing performance. The implementation of these strategies allows MSMEs to reach a wider range of consumers, build trust and loyalty, and increase sales sustainably with cost efficiency and appropriate data utilization.
Pelatihan Digital Marketing dengan Metode Search Engine Optimizer (SEO) dan Search Engine Marketing (SEM) pada Kelompok UMKM Desa Mangkoso, Kecamatan Soppeng Riaja, Kabupaten Barru Maming, Jumidah; Munir, Abdul Razak; Fauziah, Fauziah; Syukriyyah, Alfiyah Zahra; Rahmah, Andi Muhlisa; Mutmainnah, Nabilatul; Auliyani, Reski; Gatti, Arlin MP
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 7 No. 1 (2026): Edisi Januari - April
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v7i1.7803

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Mangkoso, Kabupaten Barru masih didominasi oleh praktik pemasaran konvensional yang membatasi jangkauan pasar dan daya saing produk. Kegiatan pengabdian ini bertujuan meningkatkan kemampuan digital marketing pelaku UMKM melalui pelatihan berbasis Search Engine Optimization (SEO) dan Search Engine Marketing (SEM). Mitra kegiatan adalah Dinas Koperasi, UKM, dan Perdagangan Kabupaten Barru dengan sasaran 30 pelaku UMKM binaan. Metode pelaksanaan meliputi ceramah interaktif, studi kasus, dan praktik langsung pembuatan akun Google Business Profile serta simulasi penggunaan Google Ads. Materi pelatihan mencakup pengenalan SEO berbasis kata kunci, optimalisasi Google Maps untuk visibilitas lokal, dan penerapan SEM melalui iklan berbayar. Hasil kegiatan menunjukkan peningkatan pemahaman peserta tentang pemasaran digital, terciptanya akun bisnis online aktif, dan meningkatnya visibilitas produk UMKM pada platform digital. Luaran kegiatan berupa publikasi ilmiah, publikasi media online, video dokumentasi, dan poster edukasi. Program ini memberikan kontribusi signifikan dalam memperluas akses pasar UMKM dan meningkatkan daya saing komoditas daerah di era digital. Pendampingan pasca-pelatihan diperlukan untuk memastikan keberlanjutan penerapan strategi digital marketing oleh pelaku UMKM.
Analisis Pengaruh Trust, Kualitas Produk Dan Customer Digital Relation Terhadap Customer Loyalty Platform Pembayaran Digital di Wilayah Perkotaan di Indonesia Fildzah Shabrina; Rio Haribowo; Tyahya Whisnu Hendratni; Dadang Suhardi; Abdul Malik; Abdul Razak Munir
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2576

Abstract

Penelitian ini ditujukan guna menganalisis pengaruh trust, kualitas produk, dan customer digital relation terhadap loyalitas pelanggan pada platform pembayaran digital. Metode yang diterapkan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 300 responden yang dipilih dengan metode purposive sampling, dengan kriteria: pengguna aktif platform pembayaran digital minimal enam bulan terakhir, berusia 18–45 tahun, dan melakukan transaksi minimal lima kali per bulan. Analisis data dilaksanakan dengan regresi linear berganda, didukung dengan uji reliabilitas, validitas, serta uji asumsi klasik yang mencakup heteroskedastisitas, normalitas, dan multikolinearitas. Perolehan penelitian menampilkan bahwa trust, kualitas produk, dan customer digital relation berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan ini mengindikasikan bahwa loyalitas pelanggan tidak hanya ditentukan oleh aspek keamanan dan keandalan layanan, tetapi juga oleh kualitas produk yang unggul serta hubungan digital yang interaktif dan personal. Penelitian ini memberikan kontribusi teoretis dalam memperkaya literatur pemasaran digital sekaligus memberikan implikasi praktis bagi pengelola platform pembayaran digital dalam merancang strategi untuk meningkatkan loyalitas pelanggan.
The Impact of AI-Driven Predictive Marketing on Ethical Perceptions and Strategic Business Outcomes Rianda Ridho Hafizh Thaha; Abdul Razak Munir; Thenmozly Pandurengan
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.
ANALISIS MANAJEMEN PEMASARAN DIGITAL BERBASIS E- COMMERCE Laksmono, Rendro; Dimyati; Munir, Abdul Razak; Artino, Adi; Arief, Syarifuddin
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2236

Abstract

This study aims to analyze e-commerce-based digital marketing management and identify strategies, implementation, and challenges faced by businesses in improving marketing performance. The research method used is a qualitative approach, with data collection techniques through in-depth interviews, observation, and documentation. Informants in this study were business owners who actively utilize e-commerce platforms as a digital marketing tool. The results show that e-commerce-based digital marketing has a positive impact on increasing market reach and sales. Business owners have utilized various e-commerce features such as promotions, discounts, and social media integration to attract consumers. However, marketing strategy planning remains suboptimal due to a lack of analytical data and in-depth market segmentation. Furthermore, customer relationship management remains rudimentary and has not been integrated with technology systems such as Customer Relationship Management (CRM). This study also found that digital marketing performance tends to fluctuate and depends on promotional programs. Key challenges include high competition, price wars, limited digital literacy, and dependence on e-commerce platforms. Therefore, improving digital competency, innovative marketing strategies, and utilizing data-driven technology are necessary to support digital marketing success.
Do Motivation, Compensation, and Work Environment Improve Employee Performance: A Literature Review Nur’aeni Nur’aeni; Abu Muna Almaududi Ausat; Yudiyanto Joko Purnomo; Abdul Razak Munir; Suherlan Suherlan
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.v6i1.2.678

Abstract

Every employee wants to succeed, thus many are loyal. Some company loyalists seek justice. Businesses must encourage employee performance to succeed. Motivation, compensation, and work environment affect employee performance. This study analyzes and provides evidence that motivation, compensation, and work environment improve employee performance. This literature review article develops a conceptual framework on employee performance based on motivation, compensation, and work environment theories. According to the literature review, motivation, compensation, and work environment can boost employee performance and corporate performance. This study supports Abraham Maslow's theory (The Need Hierarchy Model) that motivation substantially influences human behavior. Motivation directs persons to their needs. A leader must know his subordinates' requirements. This study's research model and arguments can advance corporate or business management and administration discussions. This research is relevant for future quantitative, qualitative, and mixed-methods research.
Co-Authors A. S. Parawansa, Dian Abd. Rasyid Syamsuri Abdillah Arif Nasution Abdul Latif Abdul Latif Abdul Malik Abdul Rahman Azis Abdul Rahman Kadir Abdul Rakhman Laba Abu Muna Almaududi Ausat Adham M, Shaquille Agrina, Camelia Rizki Ahmad Fadhli Edar Ahmad Ramadhan Siregar Akmal Umar Akob, Ayub Arya Saputra Almaida, Asty Amelia Sahib, Raofa Anak Agung Istri Sri Wiadnyani Andi Aswan Andi Lukman Irwan Andi Nur Qalby Andi Tenri Nur Fatimah Andi, Fakhrul Annisa Mauliandini Ansar Ansar Ardiyanto Maksimilianus Gai Arief, Syarifuddin Arisandi, Edi Ariyanto Ariyanto Artino, Adi Asdin Juniardi Asri asri Auliyani, Reski Balele, Andi Bintang Basri Basri Camelia Rizki Agrina Dadang Suhardi Dewi Mariam Widiniarsih Dimyati Dyah Rachma Wijayanti H.P Elly Warni Eva Fathussyaadah Farida Akbarina Farida Akbarina Fauziah Fauziah Febrianty, K. K. Fildzah Shabrina Fisy Amalia Gatti, Arlin MP Gunawan B I Gunawan B I, Gunawan Gunawan Bata Ilyas Gunawan Bata Ilyas Gunawan Bata Ilyas Gunawan Bata Ilyas, Gunawan Hakim, Haeriah Hakim, Wardhani Hapsawati Hapsawati Haribowo, Rio Hartina Fattah Hasmin Tamsah Hasmin Tamsah Hasmin Tamsah Hasmin Tasmsah, Hasmin HASRIANA Sani, HASRIANA Heriyanti Mustafa Ibrahim, Rafiqa Nurcahyani Ida Ayu Putu Sri Widnyani Idayanti Nursyamsi Ikhsan Kadir Ikhsan, Fandy Frimansyah Ima Upuwala Were Indrabayu Indrabayu Intan Sari Areni Ira Ningrum Resmawa, Ira Ningrum Irfan Saputra Irwan Irwan Ismah Mutiah Ismail Ismail Ismail Iwan Harsono Jumhariani, Jumhariani Jusni Jusni Kadir, Nuraeni Kala, Febriani Kartina Kartina Khaerunnisa, A Kharisma Austin Makaba Laksmono, Rendro Maat Pono Maat Pono Mahlia Muis Makkira -, Makkira Maming, Jumidah Maming, Jumidah Mariani Alimuddin, Mariani Marina Diah Hapsari Marjuki Marjuki Muh Ridewan Muh. Albany Ray, Andi Muhammad Asdar Muhammad Asdar Muhammad Hery Santosa Muhammad Ismail Muhammad Resha Satyawicaksana Muhammad Ridwan Muhammad Syaiful Muhammad Syaiful Muhammad Yusuf Alwi Muhammad Zakaria Mursalim Nohong Mursalim Nohong Musran Munizu Mustafa, Fahrina Mutmainnah, Nabilatul Nirwana Nirwana Nur Nubli Cakramalinda Nuraeni Kadir Nur’aeni Nur’aeni Nurdin Nurdin Nurdin Nurdin Nurdjanah Hamid Nursamsi Nursamsi Osman Lewangka Parinduri, Rizka Elvira Pasryb, Andi Syahida Ulhaq Praja, Soemitro Emin Rabiyatul Adawiyah Algadri Rachmadi Setiawan Rahmah, Andi Muhlisa Rahmawati Resky Amaliah Rianda Ridho Hafizh Thaha Romadhoni, Buyung Rudi Kurniawan Rudi Kurniawan Shohib Muslim Siti Haerani Siti Haerani Siti Hardianti Darma Pertiwi Sri Rahmi Sudarmono Sudarmono Sudirman, Indrianty Suherlan Suherlan, Suherlan Sulfa Sulfa Sumardi Lasise Suratman Suratman Suratman Suratman Syahrial Sidik Syekh Al Azali, Muh. Fatur Syukriyyah, Alfiyah Zahra Thenmozly Pandurengan Tirsa Neyatri Bandrang Toaha, Muhammad Tyahya Whisnu Hendratni Wafa, Rikhul Wahab Wahab Wahda Wahda Wahda, Wahda Wahyunur Widia Nurdiani, Tanti William Sanjaya Wisnujatia, Nugrahini Susantinah Yudiyanto Joko Purnomo Zul Haq Al Katsury