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All Journal 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) 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
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

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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

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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.
AI Conceptualisation And Nostalgic Marketing: Toward A Future Research Agenda On Meaning-Making And Consumer Engagement Muh. Yushar Mustafa
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i2.1315

Abstract

: Artificial Intelligence (AI) has become a transformative force in contemporary marketing, enabling firms to personalize communication, automate decision-making, and generate consumer-oriented content at unprecedented levels. Despite these advancements, existing research predominantly treats AI as an implementation tool focused on prediction, recommendation, and content generation, while insufficient attention has been devoted to understanding how AI conceptualises and represents meaning. This limitation becomes particularly significant in nostalgic marketing, where consumer responses are shaped by memory, identity, authenticity, and emotional attachment. This study aims to develop a future research agenda that integrates AI conceptualisation approaches with nostalgic marketing mechanisms. Using an integrative conceptual analysis methodology, the study synthesizes literature from artificial intelligence, consumer behavior, nostalgia theory, identity theory, and marketing management to construct a comprehensive conceptual framework. The proposed framework positions AI conceptualisation as a meaning-making mechanism that influences consumer interpretation, authenticity perception, identity continuity, nostalgia intensity, and subsequent behavioral outcomes. Four conceptualisation strategies are identified, including embedding-based, knowledge-based, narrative-controlled, and hybrid representations, each expected to produce different effects on nostalgic consumer experiences. The framework further highlights authenticity and identity continuity as critical mediating mechanisms linking AI-generated content to emotional and behavioral responses. The study contributes to the literature by extending AI marketing research beyond predictive functionality and introducing conceptualisation as a critical explanatory construct. It also advances nostalgic marketing theory by incorporating AI-mediated meaning construction processes. Finally, the study provides a structured agenda for future empirical research and emphasizes the importance of transparency, authenticity, and ethical governance in AI-driven nostalgic marketing practices.
The Influence of Human Resource Competence, Community Management, and Local Government Support on the Sustainability of the Rompong Art Community in Banggai Regency Riski Mahyudin Lamato; Muh. Yushar Mustafa
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 2 No. 3-4 (2025): AUGUST DECEMBER 2025 - JRBME
Publisher : PT Smart Media Makassar

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Abstract

This study is a quantitative study that aims to determine the influence of Human Resource Competence, Community Management, and Local Government Support on the Sustainability of the Rompong Art Community in Banggai Regency. The population in this study consists of all members of the Rompong Art Community who are still active as of 2024, totalling 250 people, comprising various branches of the arts such as theatre, traditional music, dance, visual arts, literature, photography, and multimedia. The sampling technique used purposive sampling with a sample size of 100 respondents, who were the heads of the Art Community from each branch of art. The research instrument used a Likert scale to measure the variables of Human Resource Competence (X₁), Community Management (X₂), Local Government Support (X₃), and Community Sustainability (Y). Data analysis was performed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS) version 25. The results showed that Human Resource Competence and Community Management had a positive and significant effect on Community Sustainability, while Local Government Support had no significant effect. Simultaneously, the three independent variables had a positive and significant effect on the Sustainability of Rompong Art Community in Banggai Regency. These findings illustrate that the sustainability of arts communities is greatly influenced by the quality of human resources and effective community management systems, while government support still needs to be improved in order to play a greater role in strengthening the existence of arts communities in the region.
Job Motivation as Mediator of Employee Competence and Performance in Sustainable Tourism Industry M Ikhwan Maulana Haeruddin; Annisa Ciptagustia; Muhammad Yushar Mustafa; Rahmawati Rahmawati; Muh Al Fatah Arief Putra
Reviu Akuntansi, Manajemen, dan Bisnis Vol 6 No 1 (2026): Maret
Publisher : Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i3.6593

Abstract

Purpose: This study examines the relationship between employee competence, job motivation, and employee performance, with particular attention to the mediating role of job motivation in the hotel industry in Makassar, Indonesia. Research Methodology: A survey-based quantitative design was employed using data from 149 active hotel employees. The data were collected through structured questionnaires and analysed using validity and reliability tests and Partial Least Squares Structural Equation Modelling. Results: The findings reveal that employee competence has a positive and significant effect on both job motivation and employee performance. However, job motivation does not significantly affect employee performance and does not significantly mediate the relationship between employee competence and employee performance. Conclusions: Employee competence is the most decisive predictor of employee performance in the hotel context. Although competence strengthens job motivation, motivation does not function as a significant intervening mechanism in the competence-performance relationship. Limitations: This study is limited to hotel employees in Makassar, applies a cross-sectional design, and relies on self-reported questionnaire data. Contributions: This study contributes to human resource management and hospitality literature by showing that competency development is more directly associated with employee performance than motivational mediation. Practically, the findings suggest that hotel managers should prioritise competency-based human resource strategies, including training, coaching, performance appraisal, and service capability development.
THE EFFECT OF ELECTRONIC WORD OF MOUTH AND TIKTOK INFLUENCER CREDIBILITY ON PURCHASE DECISIONS OF LOCAL CLOTHING PRODUCT AMONG GENERATION Z UNIVERSITY STUDENTS IN MAKASSAR CITY Yardan Arif Warani; Uhud Darmawan Natsir; Rahmat Riwayat Abadi; Muh. Yushar Mustafa
Jurnal Manajemen Vol 6, No 1 (2026): Februari
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.83241

Abstract

Abstract: This study aims to analyze the effect of Electronic Word of Mouth (eWOM) and Influencer Credibility on Purchase Decisions of Local Clothing products among Generation Z students. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 104 Generation Z students who actively use TikTok as a social media platform. The data analysis techniques included validity and reliability tests, classical assumption tests, and multiple linear regression analysis using SPSS software.Keywords: Electronic Word of Mouth, Influencer Credibility, Purchase Decision, Local Clothing, Generation Z.
Co-Authors A. Saddiyah Sebrina Abadi, Rahmat Riwayat Abdi Akbar Idris Abdul Mansyur Abdullah, Salma Agung Widhi Kurniawan Ahmad Ali Ampauleng, Ampauleng Andi Dewi Angreyani Andi Mustika Amin Annisa Ciptagustia 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 Ismail, Md. Daud Jenitalia, Andi Nadia Khaidir Syahrul M Ikhwan Maulana Haeruddin M. Ikhwan Maulana Haeruddin Mariñas-Acosta, Caroline Markas, Chandra Setiadi Matthew W. McCarter Maulana, Achmad Amzal Muh Al Fatah Arief Putra Muh. Al Fatah Arief Putra Muh. Ma’ruf Idris Muh. Umar Data Muhammad Ilham Wardhana Haeruddin Musa, M. Ichwan Mustafa, Fahrina Mustafa, Riad Natsir, Uhud Darmawan Nurgraha SD, Widhi Nurjannah Nurjannah Nurjannah Nurul Fadilah Aswar Panggabean, Benny Leonard Enrico Putra, Muh. Al Fatah Arief 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 Tafsir, Muh. Tenri Sayu Puspitaningsih Dipoatmodjo Yardan Arif Warani