Article Per Year (5 Year)
p-Index From 2020 - 2025
4.213
P-Index
This Author published in this journals
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

Published : 33 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 33 Documents
Search

 1   2   3   4 
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.
Efek Mediasi Citra Merek pada Pengaruh Green Product Terhadap Keputusan Pembelian Konsumen Yotta di Kota Makassar Muh. Yaqhzan; M. Ikhwan Maulana Haeruddin; M. Ilham Wardhana H.; Isma Azis Riu; Rahmat Riwayat Abadi
Journal Of Business, Finance, and Economics (JBFE) Vol 6 No 1 (2025): Juni : Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v6i1.6612

Abstract

This research aims to determine the mediating effect of brand image on the influence of green products on consumer purchasing decisions of Yotta in Makassar City. This study uses a type of quantitative research with a descriptive approach. The population in this study was unknown and the sample used amounted to 100 respondents. The sampling technique used purposive sampling. Data collection was carried out using observation and questionnaire methods. The data analysis technique used is Partial Least Square (PLS) using SmartPLS 4 software. The results showed that green products have a positive and significant effect on Yotta's consumer purchasing decisions in Makassar City, green products have a positive and significant effect on Yotta's brand image in Makassar City, brand image has a positive and significant effect on Yotta's purchasing decisions in Makassar City, and brand image is able to mediate the effect of green products on Yotta's consumer purchasing decisions in Makassar City.
Pengaruh Persepsi Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada PT. Isuzu Mobilindo Plaza Kota Makassar A. Afifah Humairah; Burhanuddin Burhanuddin; Nurul Fadilah Aswar; Isma Azis Riu; Rahmat Riwayat Abadi
Journal Of Business, Finance, and Economics (JBFE) Vol 6 No 1 (2025): Juni : Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v6i1.6669

Abstract

This study aims to analyze the influence of price perception on customer loyalty via consumer satisfaction as an intervening variable at PT. Isuzu Mobilindo Plaza in Makassar City. The study considers price perception as the independent variable, customer loyalty as the dependent variable, and consumer satisfaction as the intervening variable. The population studied were consumers of PT. Isuzu Mobilindo Plaza products at least three times and who live in Makassar City and are aged 28–60 years. PT. Isuzu Mobilindo Plaza products at least three times and have used PT. Isuzu Mobilindo products for at least three years. A total of 104 people were selected for the study using a purposive sampling technique. The study employed a quantitative approach with a Structural Equation Modelling – Partial Least Squares (SEM-PLS) data analysis technique, using SmartPLS 3.2.9 software. The results indicate that price perception has a positive and significant effect on consumer satisfaction and customer loyalty. Additionally, the final results show that consumer satisfaction mediates the effect of price perception on customer loyalty.
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 : Jurnal Rimba : 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): Agustus
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.
Pengaruh Live Streaming dan Promo Free Shipping Terhadap Impulse Buying Produk Somethinc pada Aplikasi Shopee : Studi pada Mahasiswa Fakultan Ekonomi dan Bisnis Universitas Negeri Makasar Nurul Aszizah Adelia Putri Nur; Anwar Ramli; Ilma Wulansari Hasdiansa; Siti Hasbiah; Isma Azis Riu
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 3 (2025): Desember : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i3.3215

Abstract

This study was conducted to analyze the influence of the live streaming feature and free shipping promo on impulse buying behavior for Somethinc brand beauty products on the Shopee e-commerce platform. The background of this study is based on the increasing competition in digital businesses, especially in the beauty industry, which encourages business actors to utilize creative marketing strategies to attract consumers' attention. The live streaming feature is present as an interactive media that allows sellers to communicate directly with buyers, show product authenticity, and create a more personalized shopping experience. Meanwhile, the free shipping promo is considered one of the most effective marketing strategies to encourage spontaneous purchasing decisions, because it can reduce the burden of additional costs that are usually a consumer consideration. The research method used is quantitative with a descriptive approach. The research sample consisted of 100 students of the Faculty of Economics and Business, Makassar State University who had purchased Somethinc products through Shopee. Data collection was carried out using a structured questionnaire, then analyzed using multiple linear regression techniques to determine the effect of independent variables on the dependent variable. The results showed that both live streaming and the free shipping promo have a positive and significant influence on impulse buying. Live streaming can foster a sense of spontaneous buying desire because of its attractive, informative, and persuasive nature. On the other hand, the free shipping promotion is a powerful incentive for consumers to shop without much consideration. Simultaneously, these two factors contribute to increased consumer interest in Somethinc products on Shopee. This finding provides important implications for e-commerce and the beauty industry to further optimize digital marketing strategies based on interactivity and cost incentives to increase consumer impulse purchases.
Pelatihan Digital Marketing dengan Pendekatan Customer Journey bagi Generasi Muda Riu, Isma Azis; Windarsari, Wiwin Riski; Ridha, Achmad; Arif, Hery Maulana; Erwin, Erwin
Jurnal Pengabdian Negeri Vol. 2 No. 3 (2025): September, 2025
Publisher : CV. Austronesia Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69812/jpn.v2i3.163

Abstract

Perkembangan teknologi digital telah mengubah cara konsumen berinteraksi dengan produk maupun jasa, sehingga pemahaman tentang customer journey menjadi penting bagi generasi muda yang akan terjun ke dunia usaha maupun industri kreatif. Sayangnya, mahasiswa dan remaja pada umumnya masih memiliki keterbatasan dalam memahami konsep pengalaman pelanggan serta penggunaan tools digital marketing untuk menganalisis perilaku konsumen. Berdasarkan permasalahan tersebut, kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan keterampilan generasi muda dalam memanfaatkan digital marketing dengan pendekatan customer journey. Metode pelaksanaan terdiri atas tiga tahap, yaitu penyadaran melalui seminar mengenai tren pemasaran digital, penguatan kapasitas melalui pelatihan penggunaan tools seperti Google Analytics, Meta Ads Manager, dan Canva, serta pemberian daya melalui praktik penyusunan peta customer journey sederhana. Kegiatan ini diikuti oleh 30 peserta yang terdiri dari mahasiswa dan remaja umum, dibagi ke dalam enam kelompok kerja. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam pemahaman konsep customer journey, keterampilan penggunaan tools digital marketing, serta kemampuan menyusun strategi pemasaran berbasis pengalaman pelanggan. Pelatihan ini membuktikan bahwa pemahaman customer journey dapat membantu generasi muda merancang strategi pemasaran yang lebih efektif, berfokus pada kebutuhan konsumen, dan mampu meningkatkan daya saing bisnis di era digital.
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