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All Journal Journal of Public Administration and Government (JPAG) juremi: jurnal riset ekonomi Journal Of Business, Finance, and Economics (JBFE) Jurnal Manajemen Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Kewirausahaan Economics and Business Journal Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Riset Manajemen (JIMBE) (JUMPER) Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Riset Ilmu Manajemen Bisnis dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat Al-Zayn: Jurnal Ilmu Sosial & Hukum 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
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Penguatan Kapasitas SDM Pemuda Desa Rumbia Dalam E-Commerce dan Manajemen Pemasaran Produk Lokal Burhanuddin; Kurniawan, Agung Widhi; Dipoatmodjo, Tenri Sayu Puspitaningsih; Riu, Isma Azis; Amin, Andi Mustika
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2025): Vol. 3 No. 1 (2025): Volume 03 Nomor 01 (April 2025)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/ininnawa.v3i1.8301

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas pemuda Desa Rumbia, Kabupaten Jeneponto dalam memanfaatkan e-commerce dan manajemen pemasaran digital untuk produk UMKM lokal. Melalui metode pelatihan partisipatif yang menggabungkan ceramah interaktif, praktik langsung, dan pendampingan intensif, program ini berhasil meningkatkan signifikan pemahaman dan keterampilan peserta. Hasil evaluasi menunjukkan peningkatan nilai rata-rata post-test sebesar 78% dari baseline 42%, dengan 85% peserta berhasil membuat akun e-commerce dan mempublikasikan produk UMKM. Program ini juga memicu terbentuknya tiga kelompok usaha kolaboratif yang mengembangkan strategi pemasaran untuk produk unggulan desa. Tantangan utama yang teridentifikasi meliputi keterbatasan infrastruktur digital dan kebutuhan akan pendampingan berkelanjutan. Rekomendasi untuk pengembangan program meliputi: (1) ekstensi periode pendampingan, (2) kolaborasi dengan platform e-commerce, dan (3) penguatan kelembagaan melalui pembentukan digital hub desa. Kegiatan ini membuktikan bahwa pendekatan pelatihan berbasis praktik efektif dalam memberdayakan pemuda desa untuk beradaptasi dengan ekonomi digital.
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.
FOMO dalam Komunitas Lari: Studi Fenomenologi tentang Motivasi Peserta Event Lari Virtual di Era Pasca-Pandemi Riu, Isma Azis
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 2 No 6 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v2i6.454

Abstract

Fear of Missing Out (FOMO) has become a significant psychosocial phenomenon in the virtual running community in the post-pandemic era. This qualitative phenomenological study aims to explore the role of FOMO as a motivator for participation in virtual running events and its impact on runners’ subjective experiences. Through in-depth interviews with 19 active virtual runners and thematic analysis, the study revealed that FOMO operates through an iterative cycle: exposure to running content on social media, social anxiety, event registration, result sharing, and social validation. The findings showed that 73% of participants were initially motivated by FOMO, with manifestations such as indirect competition on digital platforms (Strava, Garmin Connect) and collection of virtual medals as a status symbol. However, the study also identified ambivalent impacts - on the one hand, increasing sport engagement, on the other hand, potentially causing emotional exhaustion when participation is driven by social pressure rather than intrinsic motivation. This study makes an important contribution to understanding the psychological dynamics of virtual sport and recommends a more balanced approach in designing virtual running events, taking into account the mental health aspects of participants.
Strategi Pemasaran Virtual Influencer di Indonesia: Analisis Persepsi Konsumen Gen Z terhadap Karakter Digital Riu, Isma Azis
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 3 No 1 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v3i1.589

Abstract

This study examines the marketing strategies of virtual influencers in Indonesia, focusing on Generation Z’s perceptions in Jakarta. Using a qualitative phenomenological approach (in-depth interviews and FGDs with 25 participants), the research reveals consumer ambivalence: while virtual influencers like Kyra and Thalasya AI attract through futuristic aesthetics and local cultural integration, skepticism about authenticity and ethical concerns over deepfake risks persist. Findings indicate that Generation Z prefers human influencers for personal-value products but appreciates virtual influencers in image-driven categories (fashion/technology). Practical implications emphasize the need for content transparency (AI-generated labels) and glocal strategies that blend technology with socio-religious values. The study recommends ethical regulations to balance digital marketing innovation with consumer protection.
Health Destination Branding Strategy: An Exploration of Digital Narratives in Promoting Medical Tourism in Indonesia Riu, Isma Azis
International Humanity Advance, Business & Sciences Vol 3 No 1 (2025): July
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i1.449

Abstract

Medical tourism has emerged as a significant sector in Indonesia's healthcare and tourism industries, driven by increasing global demand for affordable and high-quality medical services. However, effective health destination branding remains a challenge, particularly in leveraging digital narratives to enhance Indonesia's competitiveness in the global medical tourism market. This study explores the role of digital storytelling as a strategic tool in health destination branding, analyzing how online platforms, social media, and digital marketing shape international perceptions of Indonesia’s medical tourism offerings. Using a qualitative approach, this research examines case studies of leading Indonesian medical tourism destinations, evaluates existing digital branding strategies, and identifies gaps in current promotional efforts. Findings suggest that cohesive digital narratives—combining testimonials, expert endorsements, and cultural appeal—can strengthen Indonesia's medical tourism brand equity. The study offers practical recommendations for policymakers, healthcare providers, and marketers to optimize digital strategies, fostering trust and attracting international patients. By integrating empirical insights with branding theory, this research contributes to the growing discourse on destination marketing in the digital age, with implications for Indonesia's positioning as a competitive health tourism hub in Southeast Asia.
Cultural Values and Purchasing Decisions: A Phenomenological Study of Bugis-Makassar Consumers in Traditional Markets Riu, Isma Azis
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 5 (2025): June
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i5.339

Abstract

This phenomenological study explores how cultural values influence purchasing decisions among Bugis-Makassar consumers in traditional markets of Makassar City, Indonesia. The research investigates the impact of two fundamental cultural concepts—siri' (honor) and pacce (empathy/compassion)—on consumer behavior patterns. Data were collected through in-depth interviews with 15 purposively selected participants and field observations in traditional markets. Using Colaizzi's seven-step phenomenological analysis framework, the study identified four primary themes: Honor-Driven Purchasing Decisions, Relationship-Centered Commerce, Community Solidarity in Market Transactions, and Collective Identity Preservation. Findings reveal that cultural values significantly outweigh price considerations in purchasing decisions, with participants prioritizing vendor relationships, community welfare, and cultural identity preservation over economic factors. The study demonstrates that siri' manifests through dignity-centered product selection and respectful bargaining practices, while Pacce influences empathetic purchasing behaviors that support community members. Multi-generational vendor relationships emerged as crucial determinants of consumer choice, creating alternative forms of economic rationality that prioritize social bonds over transactional efficiency. The research contributes to consumer behavior literature by providing empirical evidence of how indigenous value systems create resilient economic practices in traditional market settings. Practical implications include the need for culturally sensitive marketing strategies that respect traditional values and emphasize relationship building over purely transactional approaches.
Pengaruh Pemasaran Media Sosial terhadap Niat Beli Ulang Melalui Perceived Value Konsumen Produk Skintific : Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar My Sarah Imran; Anwar Ramli; Siti Hasbiah; Isma Azis Riu; Rahmat Riwayat Abadi
Jurnal Rimba Riset Ilmu manajemen Bisnis dan Akuntansi Vol. 3 No. 3 (2025): Agustus : Riset Ilmu Manajemen Bisnis dan Akuntansi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/rimba.v3i3.2058

Abstract

This study aims to analyze the effect of social media marketing on repurchase intention of Skintific products through perceived value by consumers, especially among students of the Faculty of Economics and Business, Makassar State University. The type of research used in this study is quantitative research with an explanatory approach. The population in this study consisted of active students who use Skintific products, with a sample of 150 respondents selected using purposive sampling technique. Data collection was carried out through a Likert scale-based questionnaire distributed to respondents. The data collected is then processed using the SmartPLS 3.2.9 analysis tool and this research method uses Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results showed that social media marketing has a positive and significant influence on repurchase intentions. In addition, social media marketing also has a positive and significant effect on consumer perceived value. Perceived value of consumers is also proven to have a positive and significant effect on repurchase intentions. Further analysis shows that perceived value acts as a significant mediator in the relationship between social media marketing and repurchase intentions.
THE EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION WITH BRAND AWARENESS MEDIATION ON SCARLETT WHITENING IN MAKASSAR CITY Andhani, Rima; Kurniawan, Agung Widhi; Hasdiansa, Ilma Wulansari; Riu, Isma Azis; Abadi, Rahmat Riwayat
Jurnal Manajemen Vol 5, No 2 (2025): August
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v5i2.72710

Abstract

Abstract: This study aims to analyze the effect of celebrity endorsement on consumer purchase intention with brand awareness as a mediating variable on Scarlett Whitening products in Makassar City. Celebrity endorsement is one of the most frequently used marketing strategies in the beauty industry, because it is considered capable of forming positive perceptions and attracting consumer buying interest. However, the effectiveness of this strategy can be influenced by the level of brand awareness among consumers. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents who meet the criteria, namely individuals who have never purchased Scarlett Whitening products but have seen advertisements for the product featuring celebrities. The data obtained were analyzed using the Structural Equation Modeling technique based on Partial Least Square. The results of the analysis show that celebrity endorsement has a positive and significant direct influence on brand awareness and purchase intention. In addition, brand awareness is proven to have a positive and significant influence on purchase intention and also mediates the relationship between celebrity endorsement and purchase intention. These findings indicate that brand awareness plays an important role in strengthening the influence of celebrities on consumer purchase intention. Therefore, marketing strategies involving celebrities as endorsers are considered effective, especially when combined with efforts to build strong brand awareness.Keywords: Celebrity Endorsement, Brand Awareness, Purchase Intention, Scarlett Whitening, Makassar.
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 Haeruddin , M. Ilham Wardhana Haeruddin, M. Ilham Wardhana 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 Irwanto, Denia Jauhar, Muh. Alif M. Ikhwan Maulana Haeruddin M. Ilham Wardhana H. Muh. Yaqhzan Muhammad Basri Muhammad Vicky Afrezkia Saleh Musa, M. Ichwan Musa, Muhammad Ichwan My Sarah Imran Nadia Mawaddah Natsir, Uhud Darmawan Nulthazam Sarah Nur Fadilah Ayu Sandira Nurfadillah Nurhidayanti.S Nurul Afiah Almunawarah Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Nurul Fadilah Aswar Radjab, Irsan Rauf, Deddy Ibrahim Romansyah Sahabuddin Siska Handayani Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski Zahwa Qhayla Ramadhanty