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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 Asian Journal of Agriculture 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 Journal of Ekonomics, Finance, and Management Studies
Abdul Razak Munir
Hasanuddin University
Religion 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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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.
Determining priority strategies for chili agribusiness development through an integrated strategic analysis framework in Tolitoli District, Indonesia ALATAS, RILWANU RAHMAN; MUNIR, ABDUL RAZAK; BAHRUN, ABD HARIS
Asian Journal of Agriculture Vol. 10 No. 1 (2026)
Publisher : Smujo International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.13057/asianjagric/g100160

Abstract

Abstract. Alatas RR, Munir AR, Bahrun AH. 2026. Determining priority strategies for chili agribusiness development through an integrated strategic analysis framework in Tolitoli District, Indonesia. Asian J Agric 10 (1): g100160. https://doi.org/10.13057/asianjagric/g100160. Chili pepper (Capsicum spp.) is a strategic horticultural commodity in Indonesia due to its high consumption level and significant influence on food price stability. In Tolitoli District, despite favorable agroclimatic conditions, chili productivity remains substantially below the provincial average (1.14 ton ha compared with 6.43 ton ha at the provincial level in 2023), while recurring price volatility contributes to regional inflation, reaching 7.21% year-on-year in 2024. These challenges are associated with weak farmer institutions, limited bargaining power, and fragmented agribusiness integration. This study aims to analyze internal and external factors, formulate alternative development strategies, and determine priority strategies for chili agribusiness development in Tolitoli District. A descriptive-exploratory mixed-methods approach was employed, integrating qualitative and quantitative data collected from key stakeholders. Data were analyzed sequentially using the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Grand Strategy Matrix, and SWOT analysis, followed by prioritization using the Analytical Hierarchy Process (AHP). The results indicate that chili agribusiness development is positioned in Quadrant I of the Grand Strategy Matrix, reflecting a strong competitive position and high growth potential. Institutional support emerges as the most influential criterion in determining strategic priorities. The development of area-based chili production centers, aligned with land potential and market demand, is identified as the top priority strategy. The AHP results demonstrate acceptable consistency, with a consistency ratio (CR) below the threshold of 0.10. These findings highlight the importance of strengthening institutional coordination and promoting integrated, cluster-based agribusiness development to enhance competitiveness, stabilize prices, and ensure long-term sustainability of chili agribusiness in Tolitoli District.
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 Adham M, Shaquille Agrina, Camelia Rizki Ahmad Fadhli Edar Ahmad Ramadhan Siregar Akmal Umar Akob, Ayub Arya Saputra ALATAS, RILWANU RAHMAN Almaida, Asty Almaududi Ausat, Abu Muna Amelia Sahib, Raofa Anak Agung Istri Sri Wiadnyani Andi Aswan, Andi 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 Bahrun, Abd Haris Balele, Andi Bintang Basri Basri BURHANUDDIN, AISYAH NUR MAHARANI 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 Hastang, Hastang 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 Purnomo, Yudiyanto Joko 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 Zul Haq Al Katsury