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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 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 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
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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Word-of-Mouth Marketing and Customer Acquisition: Experiences of Women Entrepreneurs in Makassar's Beauty and Wellness Industry Riu, Isma Azis
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 2 No 6 (2025): August
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v2i6.363

Abstract

This phenomenological study explores how women entrepreneurs in Makassar’s beauty and wellness sector strategically leverage Word-of-Mouth (WOM) marketing as a relational economic mechanism for customer acquisition and retention. Anchored in a humanistic-economic perspective, the research examines how trust, emotional labor, and social capital function as non-financial assets that substitute for capital-intensive marketing strategies in resource-constrained contexts. Using Interpretative Phenomenological Analysis (IPA) on semi-structured interviews with salon owners, beauticians, and spa entrepreneurs, three superordinate themes emerged: (1) Trust as the Primary Economic Currency, emphasizing integrity and competence as foundations of customer advocacy; (2) Emotional Labor as Strategic Investment, highlighting empathy and personalized care as deliberate economic resources; and (3) The Social Network as Market Infrastructure, illustrating how localized community ties and digital interactions form efficient, low-cost distribution channels for business growth. The findings reveal that WOM in this sector is not merely a promotional outcome but a relational economic system rooted in cultural trust, affective commitment, and collective reciprocity. The study contributes to the literature by advancing a humanistic-economic framework for relational marketing, demonstrating how feminine entrepreneurship transforms social and emotional capital into measurable economic value.
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.
Mobile Payment Adoption in Marketing Transactions: A Study of Women Entrepreneurs in Makassar's Retail Sector Riu, Isma Azis
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 2 (2025): December
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i2.364

Abstract

This study investigates how women micro-retail entrepreneurs in Makassar adopt and integrate mobile payment systems within their everyday business practices. Using a phenomenological design, the research foregrounds lived experiences to reveal that adoption is neither linear nor purely technology-driven. Instead, it is shaped by functional convenience, trust dynamics, peer-based learning, hybrid cash–digital routines, and the gendered realities of time poverty and informal financial histories. Findings show that while mobile payments offer efficiency, status gains, and expanded customer reach, they also introduce new obligations related to digital recordkeeping, platform management, and risk exposure. Social capital emerges as a critical enabler that accelerates skills acquisition and legitimizes usage, yet interpersonal expectations tied to cash-based norms continue to moderate full transition toward digital payments. The study advances socio-technical and gender-aware interpretations of fintech adoption by integrating TAM, social capital, and behavioral perspectives. Practical implications emphasize the need for platform refinements, modular literacy programs, and community-based training that align with women entrepreneurs’ constraints and relational practices. The research calls for policy frameworks that balance technological innovation with culturally grounded support mechanisms to strengthen inclusive digital financial ecosystems in urban micro-retail markets.
Diversifikasi Produk Jagung sebagai Upaya Peningkatan Nilai Tambah di Desa Tarowang Jeneponto Hasdiansa, Ilma Wulansari; Hasbiah, Sitti; Sandira, Nur Fadilah Ayu; Sarah, Nulthazam; Riu, Isma Azis
Seminar Nasional Pengabdian Kepada Masyarakat SEMINAR NASIONAL 2025:PROSIDING EDISI 6
Publisher : Seminar Nasional Pengabdian Kepada Masyarakat

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Abstract

Abstrak – Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas dan nilai tambah ekonomi petani jagung melalui sosialisasi inovasi produk olahan berbasis jagung di Desa Tarowang, Kabupaten Jeneponto. Kegiatan dilaksanakan pada 21 Juni 2025 secara terpadu di Balai Desa Tarowang, melibatkan 50 peserta yang terdiri atas petani, ibu rumah tangga, dan pemuda karang taruna. Metode pelaksanaan mencakup sosialisasi interaktif, demonstrasi pengolahan produk, dan diskusi partisipatif yang berfokus pada pemanfaatan seluruh bagian jagung, meliputi biji, rambut, dan tongkol, menjadi produk bernilai ekonomi seperti teh rambut jagung, sirup jagung, dan teh jagung panggang. Hasil kegiatan menunjukkan peningkatan pengetahuan dan kesadaran peserta terhadap diversifikasi produk olahan serta potensi pengembangan usaha mikro berbasis pertanian lokal. Kegiatan ini memberikan kontribusi nyata terhadap penguatan kapasitas masyarakat dalam pengolahan hasil pertanian secara berkelanjutan dan mendorong terciptanya model pemberdayaan desa berbasis agribisnis lokal. Rekomendasi tindak lanjut mencakup pelatihan lanjutan dan pendampingan kewirausahaan untuk memastikan keberlanjutan program di tingkat rumah tangga.Kata kunci: jagung, inovasi produk, sosialisasi, nilai tambah, pemberdayaan masyarakat
Penguatan Personal Branding Mahasiswa Universitas Negeri Makassar melalui Optimalisasi Media Sosial Ilma Wulansari Hasdiansa; Sitti Hasbiah; Nurul Fadilah Aswar; Isma Azis Riu; Deddy Ibrahim Rauf
Inovasi Sosial : Jurnal Pengabdian Masyarakat Vol. 2 No. 4 (2025): November : Inovasi Sosial : Jurnal Pengabdian Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/inovasisosial.v2i4.2472

Abstract

Social media has become the main platform for university students to express themselves and build professional reputation. However, many students have not yet been able to utilize social media positively to support their academic and career growth. This community service aimed to strengthen students’ understanding and skills in developing personal branding through effective social media utilization. The program was implemented through workshops, discussions, and mentoring for students of the Faculty of Economics and Business, Universitas Negeri Makassar. Pre-test and post-test evaluations were conducted to assess participants’ knowledge improvement. The students’ average score increased, indicating significant improvement. Majority of participants began applying personal branding strategies on their social media accounts. The activity effectively enhanced students’ awareness and ability to build professional online identities.
The Influence of Consumer Perception and Brand Image on Gen Z Consumers' Purchase Decisions for Danone (AQUA) Products After the Peak of the Boycott Issue (A Study of Management Students Of The Faculty of Economics and Business, Makassar State University) Natsir, Uhud Darmawan; Haswan, Aldika Putra; Riu, Isma Azis; Sahabuddin, Romansyah; Musa, Muh. Ichwan
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 4 (2025): DECEMBER 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

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Abstract

This study aims to analyze the influence of consumer perception and brand image on Gen Z consumers' purchase decisions for Danone (AQUA) products after the peak of the boycott issue, focusing on Management students of the Faculty of Economics and Business, Makassar State University. This study uses a quantitative approach with a survey method using a Likert-scale questionnaire to measure consumer perceptions, brand image, and purchase decisions. The analysis techniques used included validity testing, reliability testing, classical assumption testing, multiple linear regression, and t-tests and F-tests to examine partial and simultaneous effects using SPSS version 25. The results of the study indicate that consumer perceptions of AQUA are in the “high” to “very high” category, so that students continue to sort information and tend to maintain a positive view despite the boycott issue. Brand image is also classified as “high”, indicating that the quality, symbolic value, and consumer experience with AQUA remain good. Purchasing decisions are also in the “high” to “very high” category, indicating that although the boycott issue influences considerations, product quality remains the main reason for choosing AQUA. Regression tests prove that consumer perceptions and brand image have a significant influence, both partially and simultaneously, on purchasing decisions.   Penelitian ini bertujuan untuk menganalisis pengaruh persepsi konsumen dan citra merek terhadap keputusan pembelian produk Danone (AQUA) pada konsumen Generasi Z pasca puncak isu boikot, dengan fokus pada mahasiswa Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner berskala Likert untuk mengukur persepsi konsumen, citra merek, dan keputusan pembelian. Teknik analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, serta uji t dan uji F untuk melihat pengaruh parsial dan simultan menggunakan program SPSS versi 25. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap AQUA berada pada kategori “tinggi” hingga “sangat tinggi”, sehingga mahasiswa tetap memilah informasi dan cenderung mempertahankan pandangan positif meskipun ada isu boikot. Citra merek juga tergolong “tinggi”, menandakan bahwa kualitas, nilai simbolik, dan pengalaman konsumen terhadap AQUA tetap baik. Keputusan pembelian pun berada pada kategori “tinggi” hingga “sangat tinggi”, menunjukkan bahwa meskipun isu boikot memengaruhi pertimbangan, kualitas produk tetap menjadi alasan utama dalam memilih AQUA. Uji regresi membuktikan bahwa persepsi konsumen dan citra merek berpengaruh signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian.
Penguatan Personal Branding Mahasiswa Universitas Negeri Makassar Melalui Optimalisasi Media Sosial Ilma Wulansari Hasdiansa; Hasbiah, Sitti; Aswar, Nurul Fadilah; Riu, Isma Azis; Rauf, Deddy Ibrahim
Pemberdayaan Masyarakat : Jurnal Aksi Sosial Vol. 2 No. 4 (2025): Desember: Pemberdayaan Masyarakat : Jurnal Aksi Sosial
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/aksisosial.v2i4.2540

Abstract

Social media has become the primary platform for students to express themselves and build their professional reputation. However, many students have not yet fully utilized social media to support their careers and academic image. This community service activity aims to enhance the understanding and skills of students at the University of Makassar (UNM) in building a strong personal brand through social media. The implementation method includes socialization, training, and direct mentoring for students at the Faculty of Economics and Business, UNM. The evaluation was conducted using pre-tests and post-tests to measure the improvement in knowledge and skills of the participants. The results show a significant increase in students' understanding, with the average score improving from a moderate level to an excellent level. Moreover, the majority of participants have begun to apply personal branding content strategies on their social media platforms. This training has been effective in raising students' awareness of the importance of building a professional image in the digital world. With a better understanding of personal branding, students are expected to leverage social media positively to strengthen their professional reputation and open up career opportunities in the future.
An Interpretative Phenomenological Analysis Study On Customer Lived Experiences Of Emotionally Intelligent Service Agents Isma Azis Riu
International Journal of Education Management and Religion Vol. 3 No. 1 (2026): January 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i1.1153

Abstract

This study aims to examine how the emotional intelligence of customer service agents influences problem resolution, customer satisfaction, and repurchase intention within Platform X, a major ride-hailing and food-delivery service in Indonesia. As customers increasingly encounter service failures such as delayed refunds, repeated driver cancellations with charges applied, and double payment incidents, understanding how they experience emotionally intelligent responses becomes essential. This research employs a qualitative approach using Interpretative Phenomenological Analysis (IPA) to explore customers’ meaning-making processes during emotionally charged interactions. The population of this study consists of active users of Platform X. A homogeneous purposive sample of six participants aged 20–35 years was selected based on their experience with at least one of the identified service failures and direct communication with a human service agent. Data were collected through semi-structured in-depth interviews as the primary instrument, complemented by field notes. All interviews were conducted online and audio-recorded with participant consent. The results reveal three key themes: experiencing emotional understanding and recognition, interpreting the agent’s intentions during the resolution process, and forming emotional and relational outcomes that shape satisfaction and repurchase intention. These findings demonstrate that emotionally intelligent service behaviours help restore trust, reduce emotional distress, and strengthen long-term customer loyalty.
PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK SCARLETT WHITENING BODY CARE PADA MAHASISWA FEB UNIVERSITAS NEGERI MAKASSAR DI KOTA MAKASSAR Arvina Nabila Ardhana; Anwar, Anwar; Isma Azis Riu; Siti Hasbiah; Ilma Wulansari Hasdiansa
Juremi: Jurnal Riset Ekonomi Vol. 5 No. 4 (2026): Januari 2026
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The beauty industry in Indonesia has experienced rapid growth; however, it also faces challenges related to declining repeat purchases in certain body care product categories. This study aims to analyze the effect of brand image and price on repeat purchase decisions of Scarlett Whitening Body Care products among students of the Faculty of Economics and Business, Universitas Negeri Makassar, in Makassar City. This research employs a quantitative approach using explanatory research. Data were collected through an online questionnaire distributed to 90 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS. The results indicate that brand image and price each have a positive and significant effect on repeat purchase decisions. Furthermore, the simultaneous test shows that brand image and price jointly have a significant effect on repeat purchase decisions of Scarlett Whitening Body Care products. These findings suggest that a strong brand image combined with a price perceived as appropriate plays an important role in encouraging consumer loyalty and repeat purchases, particularly among university students. The results of this study are expected to provide practical insights for companies in formulating marketing strategies focused on customer retention.
Pengaruh Penggunaan Media Sosial terhadap Pembelian Impulsif Produk Skincare Viral dengan FOMO sebagai Variabel Mediasi pada Generasi Z di Kota Makassar Siska Handayani; Burhanuddin, Burhanuddin; Ilma Wulansari Hasdiansa; Sitti Hasbiah; Isma Azis Riu
MAMEN: Jurnal Manajemen Vol. 5 No. 1 (2026): Januari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v5i1.7280

Abstract

This study aims to analyze the influence of social media usage on impulse purchases of viral skincare products and to examine the role of Fear of Missing Out (FOMO) as a mediating variable among Generation Z in Makassar City. Specifically, this research investigates: (1) the effect of social media usage on impulse purchases, (2) the effect of social media usage on FOMO, (3) the effect of FOMO on impulse purchases, and (4) the mediating role of FOMO in the relationship between social media usage and impulse purchases. This study employs a quantitative approach with an explanatory research design to explain causal relationships among the variables. Data were collected through questionnaires distributed to 180 Generation Z respondents in Makassar City who had purchased or were familiar with viral skincare products promoted through social media platforms. The data analysis technique used was Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The analysis included outer model testing to evaluate validity and reliability, as well as inner model testing to assess direct and indirect relationships using the bootstrapping method. The results show that all proposed hypotheses are supported. Social media usage has a positive and significant effect on impulse purchases and significantly increases FOMO. Furthermore, FOMO positively and significantly influences impulse purchases and partially mediates the relationship between social media usage and impulse purchases. These findings highlight the important role of emotional and psychological factors in shaping impulsive buying behavior among Generation Z.
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 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 Nadia Mawaddah 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 Siska Handayani Siti Hasbiah Sitti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski Zahwa Qhayla Ramadhanty