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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 Inovasi Sosial: Jurnal Pengabdian Masyarakat 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 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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Marketing Strategy For Educational Services Based On Digital Personalization In The Post-Pandemic Era : Phenomenological Study On Online Course Institutions Riu, Isma Azis
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 Riu, Isma Azis
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 Riu, Isma Azis
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 Riu, Isma Azis
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.
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.  
Menavigasi Pasar Tradisional: Praktik Pemasaran Pedagang Wanita di Pasar Sentral Makassar Riu, Isma Azis
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 3 No 3 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v3i3.746

Abstract

Penelitian ini mengkaji secara mendalam praktik pemasaran pedagang wanita di Pasar Sentral Makassar melalui pendekatan kualitatif etnografi mini, dengan fokus pada dinamika relasional, adaptasi operasional, dan integrasi nilai-nilai kultural dalam aktivitas ekonomi sehari-hari. Temuan menunjukkan bahwa pemasaran relasional menjadi modal inti yang menopang loyalitas pelanggan dan kepercayaan komunitas, sementara fleksibilitas operasional memungkinkan pedagang merespons fluktuasi pasar secara efektif. Nilai-nilai kultural dan spiritual turut memperkuat legitimasi moral, sehingga menciptakan fondasi reputasi yang kokoh. Ketiga dimensi ini secara kolektif menjelaskan ketahanan pasar tradisional dalam menghadapi tekanan digitalisasi, ekspansi ritel modern, dan tantangan struktural lainnya. Studi ini juga menawarkan implikasi kebijakan terkait pemberdayaan gender, penguatan modal sosial, dan integrasi digital yang inklusif, serta menekankan perlunya riset lanjutan untuk memahami dinamika jangka panjang keberlanjutan pasar tradisional di era transformasi digital.
Peran Mediasi Shopping Motivation dalam Hubungan antara Mindset dan Compulsive Buying pada Generasi Milenial Konsumen Produk Kecantikan di Makassar Hasbiah, Sitti; Hasdiansa, Ilma Wulansari; Sarah, Nulthazam; Riu, Isma Azis
Seminar Nasional LP2M UNM SEMINAR NASIONAL 2025 : PROSIDING EDISI 2
Publisher : Seminar Nasional LP2M UNM

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Abstract

Abstrak. Penelitian ini bertujuan untuk menganalisis peran mediasi shopping motivation dalam hubungan antara mindset dan compulsive buying pada generasi milenial konsumen produk kosmetik di Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden berusia 20–40 tahun yang aktif membeli produk kosmetik seperti Wardah, Somethic, dan Maybelline. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SmartPLS). Hasil penelitian menunjukkan bahwa mindset berpengaruh positif terhadap shopping motivation, dan shopping motivation memiliki pengaruh positif terhadap compulsive buying. Selain itu, shopping motivation terbukti memediasi secara parsial hubungan antara mindset dan compulsive buying. Temuan ini mengindikasikan bahwa pola pikir konsumen, baik yang berorientasi pada pengembangan diri maupun pencitraan sosial, memengaruhi motivasi berbelanja yang pada akhirnya berdampak pada perilaku pembelian kompulsif. Secara praktis, hasil penelitian ini merekomendasikan agar pelaku industri kosmetik merancang strategi pemasaran yang berfokus pada pengalaman belanja positif dan nilai pengembangan diri, bukan sekadar dorongan emosional sesaat, untuk menciptakan perilaku konsumsi yang lebih rasional dan berkelanjutan di kalangan milenial.Kata Kunci: Mindset, Shopping Motivation, Compulsive Buying, Milenial, Kosmetik
Social Media Marketing Strategies of Women Entrepreneurs in Makassar's Home-Based Food Business Riu, Isma Azis
International Humanity Advance, Business & Sciences Vol 3 No 2 (2025): October
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i2.745

Abstract

This qualitative study explores how women entrepreneurs in Makassar utilize social media platforms to market their home-based food businesses. Using a multiple case study approach, this research examines the digital marketing strategies, content creation processes, and customer engagement techniques employed by women food entrepreneurs. The study investigates how these entrepreneurs leverage Instagram, Facebook, and WhatsApp to build brand identity, reach customers, and generate sales without significant capital investment. Data will be collected through in-depth interviews with successful women food entrepreneurs and analysis of their social media content. The findings aim to reveal indigenous digital marketing practices adapted to local cultural contexts and resource constraints, contributing to understanding digital entrepreneurship among women in emerging markets.
PENGARUH CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI (Studi Pada PT. Telkomsel Di Kota Makassar) Muhammad Vicky Afrezkia Saleh; Anwar, Anwar; Nurul Fadilah Aswar; Chalid Imran Musa; Isma Azis Riu
Juremi: Jurnal Riset Ekonomi Vol. 5 No. 3 (2025): Nopember 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/juremi.v5i3.11730

Abstract

This study examines the effect of brand image on customer loyalty with brand trust as a mediating variable among PT. Telkomsel customers in Makassar City. Employing a quantitative causal design, the research utilized non-probability purposive sampling to select 117 respondents from an unknown population of PT. Telkomsel customers in Makassar City. Data collection was performed through questionnaires, and analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) version 4.0. Findings revealed four key results: (1) Brand Image positively and significantly influences Customer Loyalty, (2) Brand Image positively and significantly affects Brand Trust, (3) Brand Trust positively and significantly impacts Customer Loyalty, and (4) Brand Trust partially mediates the relationship between Brand Image and Customer Loyalty at PT. Telkomsel in Makassar City
Brand Storytelling Wirausahawan Wanita Mode Makassar: Menciptakan Identitas Lokal yang Autentik Riu, Isma Azis
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 1 (2025): Oktober
Publisher : Maximal Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya dan Pendidikan

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Abstract

Studi ini menginvestigasi praktik brand storytelling wirausahawan wanita di sektor mode Makassar melalui pendekatan fenomenologi naratif untuk memahami bagaimana narasi budaya, proses produksi, identitas gender, dan strategi digital disusun serta dinegosiasikan dalam membangun otentisitas merek. Dengan melibatkan 14 partisipan perempuan yang aktif mengelola merek mode lokal, penelitian ini menelaah pengalaman lived experience mereka melalui wawancara mendalam, observasi, dan analisis konten digital. Temuan mengungkap lima tema utama: akar tempat dan asal-usul, proses produksi sebagai bukti keaslian, narasi pemberdayaan, praktik co-creation berbasis komunitas, dan strategi digital yang menghadapi tantangan representasional. Analisis menunjukkan bahwa storytelling tidak hanya berfungsi sebagai diferensiasi komersial, tetapi juga sebagai medium pelestarian identitas budaya dan ruang artikulasi gender. Namun, digitalisasi menghadirkan dilema antara logika algoritmik dan kebutuhan mempertahankan kedalaman narasi. Studi ini menegaskan perlunya intervensi holistik—hibah mikro, literasi naratif-digital, dan fasilitasi ruang kolaboratif—untuk memperkuat kapasitas storytelling yang autentik dan berkelanjutan. Penelitian di masa depan disarankan untuk mengeksplorasi efek narasi terhadap perilaku konsumen, melakukan perbandingan lintas-wilayah, dan mengkaji evolusi cerita merek secara longitudinal.
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Achmad Ridha Adriansyah Agung Widhi Kurniawan Andhani, Rima Andi Mustika Amin Anwar Anwar Anwar Ramli Aslam, Annisa Paramaswary Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Deddy Ibrahim Rauf Erwin Erwin Hardiyanti, Andi Ariyani Hasbiah, Sitti 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 Nulthazam Sarah Nur Fadilah Ayu Sandira Nurfadillah Nurhidayanti.S Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Radjab, Irsan Siti Hasbiah Sitti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski