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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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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

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

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.
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