Article Per Year (5 Year)
p-Index From 2021 - 2026
5.51
P-Index
This Author published in this journals
All Journal IKRA-ITH EKONOMIKA Jurnal E-Bis: Ekonomi Bisnis International Journal of Educational Administration, Management, and Leadership Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Reviu Akuntansi, Manajemen, dan Bisnis Seminar Nasional Pengabdian Kepada Masyarakat Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Economics and Business Journal Jurnal Manajemen Teknovokasi : Jurnal Pengabdian Masyarakat Southeast Asia Journal of Business, Accounting, and Entrepreneurship Entrepreneurship, Management, and Business Research Journal Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi IJHABS Journal of Studies in Academic, Humanities, Research, and Innovation Jurnal Ilmu Manajemen Journal of Economic Education and Entrepreneurship Studies
Muh. Yushar Mustafa
Universitas Negeri Makassar
Religion Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

Published : 37 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 37 Documents
Search

 1   2   3   4 
PENGEMBANGAN KEPEMIMPINAN DAN KETERAMPILAN MANAJERIAL BAGI PELAKU USAHA MIKRO DI DESA TAROWANG, JENEPONTO Haeruddin, M. Ikhwan Maulana; Sahabuddin, Romansyah; Haeruddin, Muhammad Ilham Wardhana; Mustafa, Muh. Yushar; Syahrul, Khaidir; Hiromi, Hikmah; Mustafa, Riad; Ramly, Aryad Firdauzi
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 5 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i5.2152

Abstract

This community service activity was motivated by the low level of leadership and managerial skills among micro-business owners in Tarowang Village, Jeneponto Regency, which has limited their competitiveness and business sustainability. The primary objective of this program was to enhance participants’ knowledge and skills in leadership and micro-business management through an applied and participatory training approach. The methods included presentations, group discussions, and practical simulations involving 30 micro, small, and medium enterprise (MSME) participants. Competent resource persons in the field of management delivered relevant and context-based materials tailored to participants’ needs. The results indicated a significant improvement in participants’ understanding of leadership and management concepts, as evidenced by pre- and post-training evaluations. Participant feedback reflected high satisfaction and motivation to apply newly acquired skills in their business operations. As a follow-up, additional training sessions on specific topics such as financial management and digital marketing are planned, along with the establishment of an MSME community network to support collaboration and program sustainability.ABSTRAKKegiatan pengabdian kepada masyarakat ini dilatarbelakangi oleh rendahnya kemampuan kepemimpinan dan keterampilan manajerial pelaku usaha mikro di Desa Tarowang, Kabupaten Jeneponto, yang berdampak pada terbatasnya daya saing dan keberlanjutan usaha mereka. Tujuan utama kegiatan ini adalah untuk meningkatkan pengetahuan dan keterampilan peserta dalam aspek kepemimpinan serta manajemen usaha mikro melalui pelatihan yang aplikatif dan partisipatif. Metode pelaksanaan mencakup presentasi, diskusi kelompok, dan simulasi praktis dengan melibatkan 30 pelaku UMKM sebagai peserta. Narasumber yang kompeten di bidang manajemen memberikan materi yang relevan dan kontekstual sesuai kebutuhan peserta. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap konsep kepemimpinan dan manajemen, yang tercermin dari hasil evaluasi sebelum dan sesudah pelatihan. Umpan balik peserta menunjukkan kepuasan tinggi serta motivasi untuk menerapkan keterampilan baru dalam kegiatan usaha mereka. Sebagai tindak lanjut, direncanakan pelatihan lanjutan pada topik spesifik seperti pengelolaan keuangan dan pemasaran digital, serta pembentukan komunitas pelaku UMKM untuk memperkuat jejaring dan keberlanjutan program pemberdayaan.
The Effect of Guerrilla Marketing on Purchasing Decisions: A Systematic Literature Review Putri, Annisa Mawaddah Arief; Haeruddin, M. Ilham Wardhana; Hasdiansa, Ilma Wulansari; Musa, Muh. Ichwan; Abadi, Rahmat Riwayat; Mustafa, Muh. Yushar
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 2-3 (2025): MAY-AUGUST 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In a company environment that is becoming more and more competitive, guerrilla marketing has become a potent and economical marketing tactic. The purpose of this study is to methodically examine how guerrilla marketing affects consumer choice. In this study, 7 pertinent prior papers were gathered, filtered, and analysed from a variety of academic sources using the systematic literature review (SLR) method. The analysis's findings demonstrate that guerrilla marketing has a major impact on consumer choices in a number of ways, such as through inventiveness, surprise, humour, message clarity, and emotional appeal. Additionally, this study reveals crucial mediators in the relationship between guerrilla marketing and purchase decisions, including brand image, innovation, and relevancy to the target demographic. The research's conclusions offer scholars and marketers important new information for comprehending guerrilla marketing's workings and creating more successful campaigns.
The Effect of Workload on Employee Performance Through Work Stress as a Mediating Variable In Employees of PT Citilink Sultan Hasanuddin International Airport Makassar Sabina, A. Zalza; Haeruddin, M. Ilham Wardhana; Burhanuddin, Burhanuddin; Musa, Muh. Ichwan; Syahrul, Khaidir; Mustafa, Muh. Yushar
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 2 No. 3-4 (2025): AUGUST DECEMBER 2025 - JRBME
Publisher : PT Smart Media Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The approach used in this study is quantitative with descriptive and causal design. The population in this study includes individuals whose number is not known for certain. The sample was determined using the saturated or census sampling method, so that 45 respondents were obtained. Data collection was carried out through questionnaires, then analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) version 3.0 method. The results of the study indicate that: (1) Workload has a negative and significant effect on performance. (2) Workload has a positive and significant effect on work stress. (3) Work stress has a negative and significant effect on performance. (4) Work stress has a negative and significant effect in mediating the influence of workload on performance.
Counting the Cost: Driving the Emergence of Decision-Making Behaviour on Competitiveness Brand Abadi, Rahmat Riwayat; Musa, M. Ichwan; Haeruddin, M. Ilham Wardhana; Abadi, Ridfan Rifadly; Mustafa, Muh. Yushar
Jurnal Ilmu Manajemen Vol. 14 No. 1 (2024): Jurnal Ilmu Manajemen
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jim.v14i1.257

Abstract

Consumers of skincare products pay more attention to safety and comfort before deciding to make a purchase. For these personal needs, consumers look for skincare products with a brand image and high quality. This research aims to determine the influence of brand image variables on purchasing decisions through switching costs for consumers who buy Somethinc skincare products. The method used in the research is a descriptive method with a quantitative approach. This research was carried out on Somethinc skincare users in the city of Makassar. The research sample was 100 respondents and sampling used a non-probability sampling method. The sampling technique in this research used purposive sampling. The data collection technique used was a questionnaire. The data analysis method used is using structural equational modeling with the help of the Smart-PLS version 3 application. The research results show that brand image influences purchasing decisions, switching costs influence purchasing decisions, and brand image influences purchasing decisions through switching costs.
Makkunrai Values of Buginese Women: A Literature Approach Dipoatmodjo, Tenri S. P.; Mustafa, Muh. Yushar; Samba, Jessica E.; Saleh, Muh. Syahraka
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 1 No. 2-4 (2024): MAY NOVEMBER 2024 - JRBME
Publisher : PT Smart Media Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study investigates the makkunrai values held by Buginese women, reflecting their cultural significance and implications for socio-economic dynamics in contemporary society. Makkunrai represents the ideals of femininity among the Buginese people, emphasising qualities such as perseverance, resilience, and a spirit of adaptability. This literature review synthesises existing scholarship, exploring the historical, sociological, and anthropological dimensions of these values. The research highlights how these values shape the identity and roles of Buginese women in both familial and communal contexts, supporting their position in traditional and modern settings. Crucially, the study examines the impact of modernisation, globalisation, and cultural fluctuations on these values, revealing both continuity and change. By contextualising the challenges that contemporary Buginese women face, including educational access, economic opportunities, and societal expectations, the findings offer insights into how makkunrai values are negotiated and redefined. This literature approach not only enriches the understanding of Buginese women’s cultural heritage but also underscores the importance of preserving traditional values amidst evolving societal dynamics. The study calls for further interdisciplinary research to explore the implications of these values for gender equity and empowerment in Indonesia. Penelitian ini mengkaji nilai-nilai makkunrai yang dianut oleh perempuan Bugis, mencerminkan signifikansi budaya dan implikasinya terhadap dinamika sosial-ekonomi dalam masyarakat kontemporer. Makkunrai mewakili ideal femininitas di kalangan masyarakat Bugis, menekankan kualitas seperti ketekunan, ketahanan, dan semangat adaptasi. Tinjauan literatur ini menyintesis karya-karya akademik yang ada, mengeksplorasi dimensi historis, sosiologis, dan antropologis dari nilai-nilai tersebut. Penelitian ini menyoroti bagaimana nilai-nilai ini membentuk identitas dan peran perempuan Bugis dalam konteks keluarga dan komunitas, mendukung posisi mereka dalam lingkungan tradisional maupun modern. Secara krusial, studi ini menganalisis dampak modernisasi, globalisasi, dan fluktuasi budaya terhadap nilai-nilai tersebut, mengungkapkan baik kontinuitas maupun perubahan. Dengan melakukan pendekatan kontekstual terhadap tantangan yang dihadapi perempuan Bugis kontemporer, termasuk akses pendidikan, peluang ekonomi, dan ekspektasi sosial, temuan ini memberikan wawasan tentang bagaimana nilai-nilai makkunrai dinegosiasikan dan didefinisikan ulang. Pendekatan literatur ini tidak hanya memperkaya pemahaman tentang warisan budaya perempuan Bugis tetapi juga menekankan pentingnya menjaga nilai-nilai tradisional di tengah dinamika sosial yang terus berkembang. Studi ini menyerukan penelitian interdisiplin lebih lanjut untuk mengeksplorasi implikasi nilai-nilai ini bagi kesetaraan gender dan pemberdayaan di Indonesia.
The Artificial Intelligence Impact in Explaining Human Resource Development: A Literature Review Approach Kurniawan, Agung Widhi; Mustafa, Muh. Yushar
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 2 No. 3-4 (2025): AUGUST DECEMBER 2025 - JRBME
Publisher : PT Smart Media Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Artificial Intelligence, or AI, has emerged as a transformative force in Human Resource Development, known as HRD, reshaping traditional paradigms of workforce training, talent management, and employee engagement. This literature review aims to synthesize existing research on the impact of AI on HRD, exploring various applications, challenges, and opportunities. The analysis reveals that AI enhances HRD practices through data-driven decision-making, personalized learning experiences, and efficient performance assessments. Notably, AI technologies enable organizations to identify skill gaps, provide tailored training solutions, and predict future workforce needs. However, the integration of AI into HRD is not without challenges; concerns regarding data privacy, algorithmic bias, and ethical implications remain prevalent. This review highlights the necessity for organizations to develop ethical guidelines and transparency in their AI applications to foster trust among employees. Furthermore, the literature underscores a gap in understanding the socio-cultural impacts of AI on workforce development, suggesting the need for further interdisciplinary research. By articulating both the advantages and limitations of AI in HRD, this study aims to provide practical insights for HR practitioners aiming to harness AI's potential while navigating its complexities. Ultimately, this literature review contributes to the ongoing discourse on the role of AI in shaping future HRD practices, emphasizing the importance of human-centric approaches alongside technological advancements. Kecerdasan Buatan (AI) telah muncul sebagai kekuatan transformatif dalam Pengembangan Sumber Daya Manusia (SDM), yang dikenal sebagai HRD, mengubah paradigma tradisional dalam pelatihan tenaga kerja, manajemen talenta, dan keterlibatan karyawan. Tinjauan literatur ini bertujuan untuk mensintesis penelitian yang ada tentang dampak AI pada HRD, mengeksplorasi berbagai aplikasi, tantangan, dan peluang. Analisis menunjukkan bahwa AI meningkatkan praktik HRD melalui pengambilan keputusan berbasis data, pengalaman belajar yang dipersonalisasi, dan penilaian kinerja yang efisien. Secara khusus, teknologi AI memungkinkan organisasi untuk mengidentifikasi kesenjangan keterampilan, menyediakan solusi pelatihan yang disesuaikan, dan memprediksi kebutuhan tenaga kerja di masa depan. Namun, integrasi AI ke dalam HRD tidak tanpa tantangan; kekhawatiran terkait privasi data, bias algoritmik, dan implikasi etis tetap menjadi isu yang dominan. Tinjauan ini menyoroti kebutuhan bagi organisasi untuk mengembangkan pedoman etis dan transparansi dalam penerapan AI guna membangun kepercayaan di antara karyawan. Selain itu, literatur menyoroti kesenjangan dalam pemahaman dampak sosial-budaya AI terhadap pengembangan tenaga kerja, menyarankan perlunya penelitian interdisipliner lebih lanjut. Dengan menguraikan baik kelebihan maupun keterbatasan AI dalam HRD, studi ini bertujuan memberikan wawasan praktis bagi praktisi HR yang ingin memanfaatkan potensi AI sambil menavigasi kompleksitasnya. Pada akhirnya, tinjauan literatur ini berkontribusi pada diskusi berkelanjutan tentang peran AI dalam membentuk praktik HRD di masa depan, dengan menekankan pentingnya pendekatan berorientasi manusia bersamaan dengan kemajuan teknologi.
Entrepreneurship Knowledge and Vocational Policy’s Effect on MSMEs Business Strategy: Artificial Intelligence Moderation Analysis Muh. Ma'ruf Idris; Muh. Yushar Mustafa; Muh. Al Fatah Arief Putra
Reviu Akuntansi, Manajemen, dan Bisnis Vol 5 No 2 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i2.6336

Abstract

Purpose: This study investigates 122 culinary MSME owners in Makassar, Indonesia, to examine how entrepreneurship knowledge and vocational policy influence business strategy and analyze the moderating role of Artificial Intelligence (AI) in strengthening these relationships. Despite the growing interest in MSME development, limited research integrates human capital, institutional policy, and technological capability within a single strategic framework. Research Methodology: A quantitative approach was employed using a structured survey questionnaire distributed to MSME owners in the region. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. To enrich the interpretation, qualitative insights were obtained through in-depth interviews with selected stakeholders. The research framework was grounded in a comprehensive review of the entrepreneurship, institutional, and digital transformation literature. Results: The findings reveal that entrepreneurial knowledge positively and significantly influences business strategy development. Vocational policy does not have a significant direct effect on business strategy. Artificial intelligence demonstrates a significant direct effect and moderates the relationship between entrepreneurship knowledge and business strategy by strengthening innovation practices and strategic decision-making. Conclusions: Entrepreneurial knowledge is a critical strategic resource for MSMEs. However, institutional policy support alone is insufficient without technological capabilities. AI functions as a strategic enabler that amplifies the effective utilization of entrepreneurial expertise. Limitations: This study focuses on culinary MSMEs in Makassar, limiting the generalizability of the findings across sectors and regions. Contributions: This study advances the MSMEs and digital transformation literature by positioning AI as a strategic moderator linking knowledge and policy to competitive strategy.
Role Conflict and Role Ambiguity as Predictors of Job Stress Among Women Entrepreneurs: The Mediating Role of Work-Family Conflict Syamsul Alam; Yana Fajriah; Nurhasni Muis; Muh Yushar Mustafa; Muh Al Fatah Arief Putra; Muh Irwan Nur Hamiddin
Journal of Economic Education and Entrepreneurship Studies Vol. 7 No. 1 (2026)
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v7i1.4

Abstract

Women entrepreneurs often face overlapping demands from business and family domains, making them particularly vulnerable to role-related stress. This study investigates the effects of role conflict and role ambiguity on job stress among women entrepreneurs in Makassar, Indonesia, with work-family conflict examined as a mediating mechanism. A quantitative explanatory design was employed, using data collected from 250 women entrepreneurs through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among the constructs. The findings show that role conflict has a significant positive effect on job stress, whereas role ambiguity does not have a direct significant effect. However, both role conflict and role ambiguity significantly increase work-family conflict, which in turn exerts a significant positive effect on job stress. These results indicate that job stress among women entrepreneurs is shaped not only by work-related role pressures, but also by the spillover of incompatible demands across work and family domains. The study contributes to the women’s entrepreneurship literature by integrating role stress and work-family interface perspectives into a unified explanatory framework. Practically, the findings suggest that improving role clarity, minimizing incompatible role expectations, and strengthening boundary management strategies are essential for reducing job stress and sustaining women’s entrepreneurial engagement.
Artificial Intelligence and Social Media Marketing: A Conceptual Study Muh. Yushar Mustafa
Southeast Asia Journal of Business, Accounting, and Entrepreneurship Vol. 4 No. 1 (2026): SAINS RESEARCH JOURNAL
Publisher : PT Smart Media Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Artificial Intelligence, or Ai, is reshaping social media marketing by enabling more precise targeting, faster content production, and improved measurement of consumer responses. This conceptual study examines how AI systems influence marketing strategy, operational practices, and customer engagement across social media platforms. The paper integrates prior scholarship in AI adoption, digital marketing, and algorithmic communication to develop an analytic framework explaining key mechanisms and outcomes. Specifically, it conceptualizes AI-enabled social media marketing through four interrelated constructs: (1) algorithmic decision-making and personalization, (2) content generation and optimization, (3) predictive analytics and performance attribution, and (4) governance, ethics, and sustainability of marketing effectiveness. The study addresses a central problem in the literature: while research frequently documents technological capabilities, it is less explicit about how AI reshapes marketing processes end-to-end and what conditions moderate benefits and risks. The objective is to propose an integrative conceptual model that clarifies the causal pathways through which AI contributes to engagement and conversion, and to identify boundary conditions linked to data quality, platform incentives, user trust, regulatory constraints, and brand–audience alignment. By synthesizing evidence from peer-reviewed research, industry-facing measurement standards, and governance perspectives, this study offers guidance for scholars seeking to operationalize conceptual variables and for practitioners aiming to implement AI responsibly.
The Role of Artificial Intelligence on Digital Marketing: A Literature Study A. Saddiyah Sebrina; M. Ilham Wardhana Haeruddin; Andi Mustika Amin; Anwar Ramli; Anwar Anwar; Muh. Yushar Mustafa
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 4 (2025): DECEMBER 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Artificial Intelligence, or AI, has emerged as a disruptive force in the digital marketing landscape, fundamentally altering how organizations interact with consumers. This literature study systematically evaluates the role of AI in digital marketing by synthesizing research published between 2020 and 2026. The study focuses on the transition from traditional rule-based systems to autonomous, generative, and predictive models. Key findings indicate that AI enhances marketing performance through hyper-personalization, automated content generation, and sophisticated predictive analytics. However, the study also identifies significant gaps in ethical frameworks and data privacy governance. The paper concludes by proposing a symbiotic model where AI-driven efficiency is balanced by human-centric strategic oversight.
Co-Authors A. Saddiyah Sebrina Abadi, Rahmat Riwayat Abdi Akbar Idris Abdul Mansyur Abdullah, Salma Achmad Ridha Afrilla Razky Maharani Sukimin Agung Widhi Kurniawan Ahmad Ali Ampauleng, Ampauleng Andi Dewi Angreyani Andi Mustika Amin Annisa Ciptagustia Annisa Paramaswary Aslam Anwar Anwar Anwar Ramli Anwar Ramli Aslam, Annisa Paramaswary Baso Rachim, Andi Farid Braem Abraham Killa Burhanuddin Burhanuddin Burhanuddin Burhanuddin Darmawinata, Widhi N. S. Data, Muh. Umar Data, Muhammad Umar Deddy Ibrahim Rauf Dipoatmodjo, Tenri S. P. Djamali, Hisnol Dwi Anugerah Lestari Musa Ekawaty, Charisma Fadhila, A. Nur Alfi Haeruddin, M. Ikhwan Maulaha Hasbiah, Sitti Hiromi, Hikmah Ilma Wulansari Hasdiansa Inriani Inriani, Inriani Jenitalia, Andi Nadia Khaidir Syahrul Lenny Linggar Sari M Ikhwan Maulana Haeruddin M. Ikhwan Maulana Haeruddin Markas, Chandra Setiadi Matthew W. McCarter Maulana, Achmad Amzal Muh Al Fatah Arief Putra Muh Al Fatah Arief Putra Muh Irwan Nur Hamiddin Muh. Al Fatah Arief Putra Muh. Ichwan Musa Muh. Ma’ruf Idris Muh. Umar Data Muhammad Ichwan Musa Muhammad Ilham Wardhana Haeruddin Musa, M. Ichwan Mustafa, Fahrina Mustafa, Riad Nurgraha SD, Widhi Nurhasni Muis Nurjannah Nurjannah Nurjannah Nurul Fadilah Aswar Panggabean, Benny Leonard Enrico Putra, Muh. Al Fatah Arief Putri Nurhaerat Putri Nurhaerat Putri, Annisa Mawaddah Arief Rahmawati Rahmawati Ramly, Aryad Firdauzi Rauf, Deddy Ibrahim Ridfan Rifadly Abadi Riski Mahyudin Lamato Riu, Isma Aziz Romansyah Sahabuddin Sabina, A. Zalza Saleh, Muh. Syahraka Samba, Jessica E. Shahnyb, Nurafni Shahnyb Sukarno, Zulfikry Sulfati, Andi Syahrul, Khaidir Syamsul Alam Tafsir, Muh. Tenri Sayu Puspitaningsih Dipoatmodjo Yana Fajriah Yardan Arif Warani