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This Author published in this journals
All Journal Journal of Public Administration and Government (JPAG) juremi: jurnal riset ekonomi Journal Of Business, Finance, and Economics (JBFE) Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Kewirausahaan Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Seminar Nasional Hasil Penelitian LP2M UNM (JIMBE) (JUMPER) Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Riset Ilmu Manajemen Bisnis dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat MAXIMAL Entrepreneurship, Management, and Business Research Journal Inovasi Sosial: Jurnal Pengabdian Masyarakat Pemberdayaan Masyarakat: Jurnal Aksi Sosial IJHABS Jurnal Pengabdian Negeri PESHUM International Journal of Education Management and Religion META - JOURNAL KATALIS : Jurnal Inovasi Pengabdian Masyarakat
Isma Azis Riu
Program Studi Manajemen, Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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 1 
Analisis Strategi Pemasaran Pada Usaha Bakso Booming Di Kota Makassar Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 2 No. 2 (2024): October
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v2i2.293

Abstract

Micro small medium enterprise is a type of business with a relatively small scale. Similar to performance, the performance of micro, small and medium enterprises reflects the work results achieved in accordance with the duties and responsibilities carried out in an effort to achieve goals. The purpose of writing this scientific article is to present an analysis of the marketing strategy of the Bakso Booming 88 business in the city of Makassar on the performance of micro, small and medium enterprises. Observations, interviews and documentation are used to collect data which will be analyzed using a qualitative descriptive method. The results of this study indicate that the right strategies that can be used to increase sales at "Meatballs Booming" SMEs are: SWOT strategy: increase promotional media, increase the number of Frozen Food products, use various goods delivery services, actively carry out promotions with the principle "don't be afraid of getting fat". to increase consumer interest to buy.
Impulse Buying in Mall Settings: An Ethnographic Study of Makassar Shoppers Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 2 No. 7 (2025): March
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v2i7.313

Abstract

This ethnographic study examines the triggers and patterns of impulse buying behavior among shoppers in three major shopping malls in Makassar, Indonesia: Panakkukang Mall, Nipah Mall, and Global Trade Center (GTC). Using a qualitative methodology combining participant observation and semi-structured interviews with 18 participants over six months, this research identifies key environmental, social, and promotional factors that influence unplanned purchasing decisions. The findings reveal that store atmospherics—including bright lighting, upbeat music, and scent marketing—significantly correlate with impulse buying behavior, with aromatic influences generating 2.3 times more unplanned purchases. Social dynamics emerged as equally influential, with shoppers in groups demonstrating 67% higher impulse buying rates compared to solitary shoppers, while peer validation and family presence, particularly children, substantially affected purchasing decisions. Promotional strategies, especially flash sales and buy-one-get-one offers, proved highly effective, with 91% of promotional announcements generating immediate purchasing responses. Demographic analysis indicated that female shoppers (67% of observed impulse buyers), individuals aged 25-40 years (54% of instances), and middle-income earners (3-8 million IDR monthly) exhibited the highest frequency of impulse purchasing behaviors. Temporal patterns showed peak activity during weekend afternoons and weekday evenings, with seasonal promotional periods increasing impulse buying rates by 45%. The study contributes to consumer behavior literature by providing culturally contextualized insights into impulse buying mechanisms in emerging markets, while proposing practical spatial design adjustments for mall environments that balance commercial viability with consumer welfare. These findings have implications for retail practitioners, urban planners, and consumers seeking to understand and manage unplanned spending behaviors in contemporary Indonesian shopping contexts.
FOMO vs. JOMO (Joy of Missing Out): The Psychological Conflict of Overly Frequent Running Event Participants Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 2 No. 5 (2025): January
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v2i5.455

Abstract

This qualitative study examines the psychological tension between Fear of Missing Out (FOMO) and Joy of Missing Out (JOMO) among recreational runners in Makassar, Indonesia. Through phenomenological analysis of 15 in-depth interviews and ethnographic observations at local running events, the research reveals how social media, cultural norms, and commercialized race marketing create compulsive participation patterns. Findings indicate that 82% of runners experience FOMO-driven event registration despite financial or physical strain, while a growing minority (38%) embraces JOMO through intentional disengagement strategies like lari buta (non-competitive runs). The study identifies three key conflict areas: (1) gendered pressures for performance visibility, (2) marital status-based participation disparities, and (3) cultural event fatigue—a novel concept describing exhaustion from maintaining running-related social capital. These insights contribute to global sports psychology literature by contextualizing FOMO/JOMO dynamics within Southeast Asia's collectivist fitness cultures. Practical recommendations encourage balanced running engagement through community-led initiatives and culturally-sensitive event design.
Experiential Marketing Strategy in International Marathon Running Event: A Qualitative Analysis of Generation Z Participants Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 2 No. 6 (2025): February
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v2i6.456

Abstract

This qualitative study examines Generation Z’s engagement with experiential marketing strategies in international marathon events, focusing on the dynamic interplay between digital innovation, cultural authenticity, and emotional loyalty. Through a phenomenological analysis of 25 Gen Z participants (aged 18–26) at the Makassar International Marathon (2023–2024), the research identifies three core findings: (1) Gen Z’s preference for immersive, augmented reality (AR)-enabled pre-race activations over traditional sponsorships; (2) the pivotal role of social media as a platform for co-creating event narratives and fostering digital collectivism; and (3) the emergence of experience-driven loyalty, where cultural authenticity and memorable interactions supersede transactional rewards. The study reveals that Gen Z’s loyalty is contingent on glocalized strategies that harmonize global event standards with Makassar’s maritime heritage and youth-driven digital culture. Event organizers are urged to adopt hybrid experiential frameworks that balance technological advancements with grassroots human connections, shifting from service-dominant to experience-dominant marketing paradigms. These insights offer actionable pathways for enhancing participant engagement and positioning emerging destinations like Makassar as culturally resonant nodes in the global sports tourism landscape.
Digital Narratives of Makassar Women Entrepreneurs: Negotiating Local Values and Market Visibility in the Era of Social Commerce Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 3 No. 3 (2025): September
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i3.714

Abstract

This qualitative study investigates how women entrepreneurs in Makassar navigate the moral economy of digital visibility by integrating siri'-the local ethic of dignity and honor—into their social commerce practices. Using a narrative-phenomenological approach, data were collected from 20 women entrepreneurs across fashion, food, and craft sectors through life-history interviews, digital ethnography, and participatory diaries. The analysis identifies five interrelated narrative themes: service visibility (framing exposure as accountability), modest aesthetics (curating self-presentation aligned with cultural modesty), family honor framing (redefining profit as collective achievement), strategic disclosure (balancing marketing needs with moral caution), and community surveillance and support (negotiating judgment and solidarity). Findings reveal that siri’ functions as a cultural compass guiding women’s digital storytelling, enabling ethically calibrated visibility that blends moral restraint with entrepreneurial aspiration. Digital platforms become arenas of moral negotiation where reputation, family pride, and market success intersect. The study contributes to a humanistic understanding of digital marketing as culturally embedded moral work rather than mere self-promotion. It calls for culturally sensitive digital literacy programs and platform designs that allow selective visibility and community-based trust-building mechanisms, affirming that sustainable digital entrepreneurship in Makassar depends as much on ethical coherence as on technical competence.  
Sustainability Communication Strategies by Women Coffeepreneurs in Toraja Riu, Isma Azis
Journal Management & Economics Review (JUMPER) Vol. 3 No. 5 (2025): November
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i5.715

Abstract

This study examines how women coffee entrepreneurs (coffeepreneurs) in Toraja, Indonesia, communicate sustainability practices within their unique socio-cultural context. Using a qualitative case study approach, the research engaged fifteen women coffeepreneurs through in-depth interviews, participant observation, and analysis of textual artifacts to understand their narrative strategies, channel selection, and negotiation of gendered constraints. Findings reveal that these women employ three key communicative practices: (1) cultural anchoring of sustainability messages through ancestral stewardship narratives and moral idioms; (2) multimodal bricolage combining oral traditions, digital platforms, and community networks; and (3) strategic storytelling that leverages care-based expertise to assert authority in male-dominated spaces. The study identifies significant tensions between affective storytelling and market demands for verifiable claims, highlighting how digital platforms both amplify and complicate sustainability communication. Results underscore the importance of co-designed capacity-building programs that enhance communicative competencies while respecting cultural frameworks. The research concludes that supporting women’s communicative agency requires hybrid approaches that integrate culturally resonant narratives with accessible verification mechanisms, ultimately contributing to more equitable and sustainable value chains.
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Achmad Ridha Adriansyah Agung Widhi Kurniawan Andhani, Rima Andi Mustika Amin Anwar Anwar Anwar Ramli Arvina Nabila Ardhana Aslam, Annisa Paramaswary Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Deddy Ibrahim Rauf Erwin Erwin Hardiyanti, Andi Ariyani Hasbiah, Sitti Haswan, Aldika Putra Hery Maulana Arif Hikmah Hikmah Hikmah Ichwan Musa, Muh. Ilma Wulansari Hasdiansa Ipoatmodjo, Tenri S. P. D M. Ikhwan Maulana Haeruddin M. Ilham Wardhana H. Muh. Yaqhzan Muhammad Basri Muhammad Vicky Afrezkia Saleh Musa, M. Ichwan My Sarah Imran Natsir, Uhud Darmawan Nulthazam Sarah Nur Fadilah Ayu Sandira Nurfadillah Nurhidayanti.S Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Radjab, Irsan Rauf, Deddy Ibrahim Romansyah Sahabuddin Siti Hasbiah Sitti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski