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All Journal Journal of Public Administration and Government (JPAG) 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 (JIMBE) (JUMPER) Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Riset Ilmu Manajemen Bisnis dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat MAXIMAL IJHABS Jurnal Pengabdian Negeri PESHUM META - JOURNAL KATALIS : Jurnal Inovasi Pengabdian Masyarakat
Isma Azis Riu
Program Studi Manajemen, Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences

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Marketing Strategy For Educational Services Based On Digital Personalization In The Post-Pandemic Era : Phenomenological Study On Online Course Institutions Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 3 (2025): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i4.281

Abstract

The post-pandemic era has intensified the need for personalized digital education, particularly in non-formal sectors where adaptive strategies are critical to addressing diverse learner needs. This phenomenological study explores how online course institutions in Makassar, Indonesia, utilize artificial intelligence (AI) and data analytics to personalize educational services, emphasizing socio-cultural and ethical dimensions. Through semi-structured interviews, observations, and document analysis involving 15 participants (educators, administrators, and learners), the study reveals that while AI-driven tools enhance engagement through adaptive content and predictive analytics, their implementation faces challenges such as infrastructural limitations, generational resistance, and ethical concerns over data privacy and algorithmic bias. Culturally resonant adaptations  such as localized interfaces and virtual pattudang (community gatherings)  emerged as key strategies to bridge technological and communal values. However, participants underscored the necessity of hybrid models that balance automation with human mentorship, alongside decentralized policies to support equitable innovation. The findings advocate for community-driven approaches in Indonesia’s National Digital Literacy Framework, prioritizing ethics-by-design and partnerships between institutions, tech startups, and policymakers. This research contributes to global discourse on AI in education by highlighting the interplay between technological agility and cultural humility, offering actionable insights for community service (PKM) initiatives aimed at fostering inclusive, context-sensitive education in urban Indonesia.
Financial Health Assessment of Bank BRI: Trends in Liquidity, Profitability, and Management Efficiency Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 1 No 6 (2024): August
Publisher : Abadi Institute

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Abstract

Banking is the backbone of the construction of Indonesia's economic and financial system. A variety of economic issues greatly affect the business world, especially banking, where companies compete to perform well. Several metrics can be used to assess a bank's financial performance, such as the bank's financial statement performance. Financial reports are one of the information media that can provide an overview of a bank's health. The purpose of this study is to "research and understand PT's financial performance." Based on bank BRI Persero, Tbk, liquidity ratio, solvency ratio and profitability ratio. The study uses descriptive and quantitative methods by measuring liquidity, solvency and profitability ratios. Results based on liquidity ratio using quick ratio, bank. One Belt, One Road has sufficient capital to guarantee both short-term and long-term debt. Based on the indicators of NPM, ROE and ROA, the rate of return has decreased for five years due to the bank management's inability to manage assets to increase sales. Gross margin has increased for five years in a row, and BRI has been able to minimize costs and generate high gross margins, which is healthy. NPM, ROE and ROA have all declined, but profitability metrics remain healthy as they comply with BI's overall credit rating criteria. In order to increase this ratio, banks need to evaluate their business performance and appropriately improve their lending and asset management.
Crafting Effective Marketing Strategies for Xiaomi in Indonesia Through SWOT Insights Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 1 (2024): October
Publisher : Abadi Institute

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Abstract

This study aims to determine the marketing strategy undertaken by Xiaomi Indonesia and to describe effective suggestions based on the SWOT analysis conducted. The analysis was carried out using the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) methods which describe the internal and external factors of a company which will then be followed up with an analysis diagram to determine the company's position. Xiaomi Indonesia occupies the WT quadrant position with scores (-0.9) and (-0.8) which indicate that an effective strategy that can be implemented is a defensive-aggressive strategy.
Nostalgia as Cultural Currency: How Java's Millennials Invest in Heritage Brands for Identity and Continuity Isma Azis Riu
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 4 (2025): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i4.334

Abstract

This narrative inquiry explores the resurgence of local heritage brands among urban millennial consumers in Java, Indonesia, examining nostalgia as a primary emotional driver of purchasing behavior. Through in-depth interviews with 30 participants across five major Javanese cities (Jakarta, Bandung, Semarang, Yogyakarta, Surabaya), supplemented by sensory elicitation techniques, the study reveals how heritage consumption functions as temporal integration weaving personal nostalgia (e.g., childhood memories evoked by jamu’s bitterness or batik’s texture) with constructed cultural heritage. Findings identify a nuanced authenticity paradox: participants demanded visible craftsmanship as proof of intergenerational integrity while strategically embracing modernization that preserves cultural essence. Heritage brands emerged as tools for hybrid identity work, enabling millennials to reclaim Javanese identity within globalized selves through embodied rituals (e.g., lulur skincare as cultural homage). The emotional landscape featured reflective nostalgia, bittersweet resonance, balancing comfort with awareness of cultural transformation, and transforming consumption into agentive cultural resilience. Ultimately, purchasing decisions represent ethical stewardship, sustaining intangible heritage through market mechanisms ("buying time for traditions"). The study contributes to consumer culture theory by reframing nostalgia as a dynamic social force that bridges personal memory, cultural preservation, and marketplace action in postcolonial urban contexts.
Pembelian Impulsif Dan Fomo Pada Produk Skincare : Hubungan Dan Fenomena Perilaku Konsumen Di Kota Makassar Hikmah, Hikmah; Isma Azis Riu; Muhammad Basri; Nurhidayanti.S
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 4 No. 4: Juni 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v4i4.9863

Abstract

Proses transaksi jual beli yang berlangsung dengan lancar dapat memicu perilaku konsumen untuk berbelanja secara impulsif. Dalam konteks ini, kegiatan membeli tidak hanya ditujukan untuk memenuhi kebutuhan sehari-hari, tetapi juga seringkali dilakukan untuk memenuhi keinginan pribadi serta mengikuti tren dan gaya hidup yang sedang populer. Penelitian ini bertujuan (1) untuk mengetahui fenomena yang terjadi tentang pembelian impuslif (2) untuk mengetahui faktor yang terkait seperti FoMo, Life Style dan Content Marketing terhadap pembelian impulsive skincare di Kota Makassar. Dalam penelitian ini menggunakan metode penulisan studi literatur, di mana penulis menggunakan berbagai sumber literatur untuk mendapatkan data penelitian. Hal ini meliputi jurnal, prosiding, dan laporan penelitian yang membahas FoMO. Pendekatan ini bertujuan untuk memahami dampak FoMO. Adapun hasil penelitian menunjukkan bahwa fenomena yang terjadi adalah mudahnya belanja online untuk diakses dan adanya pengaruh media sosial terkait tentang iklan digital. Hal lain pun dipicu oleh adanya gaya hidup, sikap Fomo dan Content Marketing yang menarik minat beli Masyarakat.
Green Marketing dalam Industri Running: Persepsi Peserta terhadap Event Lari Berkelanjutan Riu, Isma Azis
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 4 (2025): April
Publisher : Maximal Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya dan Pendidikan

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Abstract

This study aims to analyze participants' perceptions of green marketing practices in sustainable running events, focusing on factors influencing their acceptance and skepticism. Using a phenomenological qualitative approach, data were collected from 20 active runners in Indonesia through in-depth interviews and focus group discussions (FGDs). The findings reveal that transparency of information particularly through external certifications and visual evidence is critical in building participant trust. Seventy percent (70%) of participants were willing to pay higher fees for sustainable events, provided fund allocation was clear and facilities were not compromised. However, 55% of respondents doubted green claims lacking concrete evidence, reflecting persistent risks of greenwashing. Community involvement in post-event activities (tree planting) enhanced participant loyalty, while generational and geographic differences influenced preferences regarding the complexity of green practices. These findings confirm that green marketing strategies in the running industry must integrate credibility, participatory engagement, and pragmatic solutions adaptable to socio-cultural contexts. The study recommends that event organizers design authentic communication models and collaborative programs to strengthen ecological impact and participant satisfaction.
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.
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Achmad Ridha Adriansyah Agung Widhi Kurniawan Amin, Andi Mustika Andhani, Rima Anwar Ramli Aslam, Annisa Paramaswary Burhanuddin Burhanuddin Burhanuddin Erwin Erwin Hardiyanti, Andi Ariyani Hery Maulana Arif Hikmah Hikmah Hikmah Ichwan Musa, Muh. Ilma Wulansari Hasdiansa Ipoatmodjo, Tenri S. P. D Irsan Radjab M. Ikhwan Maulana Haeruddin M. Ilham Wardhana H. Muh. Yaqhzan Muhammad Basri Musa, M. Ichwan My Sarah Imran Nurfadillah Nurhidayanti.S Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Siti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski