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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 Economics and Business Journal Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Seminar Nasional Hasil Penelitian LP2M UNM Jurnal Riset Manajemen (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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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.
Pengaruh Content Marketing dan Live Streaming TikTok Shop terhadap Minat Beli Konsumen (Studi pada Mahasiswa Aktif Manajemen Universitas Negeri Makassar) Irwanto, Denia; Anwar, Anwar; Abadi, Rahmat Riwayat; Musa, Muhammad Ichwan; Riu , Isma Azis
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6403

Abstract

Perkembangan e-commerce berbasis media sosial mendorong pelaku usaha untuk memanfaatkan strategi pemasaran digital yang lebih interaktif, khususnya melalui content marketing dan live streaming pada platform TikTok Shop. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan live streaming terhadap minat beli konsumen, baik secara parsial maupun simultan, dengan fokus pada mahasiswa aktif Program Studi Manajemen Universitas Negeri Makassar. Pendekatan penelitian yang digunakan bersifat kuantitatif dengan jenis penelitian asosiatif. Data dikumpulkan melalui kuesioner tertutup yang disebarkan kepada 90 mahasiswa yang pernah melakukan pembelian di TikTok Shop, menggunakan teknik purposive sampling. Analisis data dilakukan dengan uji validitas, reliabilitas, uji asumsi klasik, serta regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif tetapi tidak signifikan terhadap minat beli konsumen, sedangkan live streaming berpengaruh positif dan signifikan. Secara simultan, content marketing dan live streaming terbukti memiliki pengaruh signifikan terhadap minat beli konsumen. Temuan ini menunjukkan bahwa interaksi langsung, penyajian produk secara real-time, serta komunikasi yang responsif melalui live streaming memainkan peran dominan dalam meningkatkan minat beli mahasiswa. Penelitian ini memberikan implikasi praktis bagi pelaku usaha, yaitu pentingnya mengoptimalkan strategi live streaming yang didukung oleh konten pemasaran yang kreatif, relevan, dan informatif untuk meningkatkan efektivitas pemasaran digital di TikTok Shop secara menyeluruh.
Efek Mediasi Customer Trust dalam Memediasi Hubungan antara Affiliate Marketing TikTok dan Impulse Buying Pada Generasi Z di Kota Makassar Nadia Mawaddah; Andi Mustika Amin; Isma Azis Riu; Siti Hasbiah; Muhammad Ilham Wardhana Haeruddin
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 2 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i2.4384

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis efek mediasi customer trust dalam memediasi hubungan antara affiliate marketing dan impulse buying pada Generasi Z di Kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory. Populasi dalam penelitian ini adalah Generasi Z yang merupakan pengguna aktif media sosial TikTok dan pernah melakukan pembelian melalui tautan atau keranjang affiliate marketing di media sosial TikTok di Kota Makassar. Sampel yang digunakan dalam penelitian ini berjumlah 120 responden yang dipilih menggunakan teknik probability sampling dengan metode simple random sampling. Data dikumpulkan melalui kuesioner yang disebarkan secara daring menggunakan Google Form. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM). Penelitian ini memberikan implikasi bagi pelaku usaha dan pemasar digital untuk meningkatkan kualitas strategi affiliate marketing yang berfokus pada kredibilitas dan kepercayaan konsumen guna mendorong perilaku pembelian impulsif.
Consumer Trust In Influencer-Based Digital Marketing: A Qualitative Study Among Beauty Product Consumers In Makassar City Riu, Isma Azis; Radjab, Irsan; Arif, Hery Maulana; Haeruddin, M. Ilham Wardhana; Aswar, Nurul Fadilah
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.378

Abstract

Influencer marketing has emerged as a dominant strategy within the digital marketing landscape, particularly in the Indonesian beauty industry. This study investigates how consumers in Makassar City develop and sustain trust in influencer-based marketing content on social media platforms. Employing a qualitative descriptive approach, in-depth semi-structured interviews were conducted with 20 purposively selected participants who actively consume beauty content on Instagram, TikTok, and YouTube. Data were analyzed using thematic analysis encompassing open coding, axial coding, and selective coding procedures. The findings reveal five core themes: (1) authenticity as the primary driver of trust formation; (2) the negative impact of excessive commercialization on perceived credibility; (3) the role of influencer expertise and product knowledge in legitimizing recommendations; (4) parasocial relationships as amplifiers of emotional attachment and brand loyalty; and (5) consumer skepticism as an emerging critical evaluation strategy. The study demonstrates that trust remains the central mediating variable linking influencer characteristics to purchase intentions. Consumers exhibit nuanced evaluation behaviors, distinguishing between genuine advocacy and sponsored content. The research contributes theoretically by integrating Source Credibility Theory, Parasocial Interaction Theory, and the Trust-Commitment Theory within the influencer marketing context. Managerially, the findings suggest that brands should prioritize authentic, transparent, and expertise-driven influencer collaborations rather than high-volume promotional campaigns.
Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 2 (2026): June: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i2.3990

Abstract

This study aims to analyze the influence of electronic word of mouth (E-WOM) on purchase intention of iPhone brand smartphone through brand image as a mediating variable in Management students of Makassar State University. This study is motivated by the rapid development of digital technology and the increasing use of social media as a source of information that influences consumer perceptions and purchasing decisions, especially among students. The phenomenon of the rise of online product reviews, comments, and recommendations makes E-WOM an important factor in shaping brand image and driving consumer purchase intention. This study uses a quantitative explanatory approach survey method with purposive sampling technique, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results show that electronic word of mouth (E-WOM) has a positive and significant effect on purchase intention and brand image, brand image also has a positive and significant effect on purchase intention, and is able to significantly mediate the relationship between E-WOM and purchase intention of iPhone brand smartphone. These findings indicate that the better the quality of information and reviews conveyed through E-WOM, the stronger the brand image formed and the higher the consumer's purchase intention.
Beyond Trial and Error: Hybrid Strategies and Experiential Learning in Digital Marketing Adoption among Culinary MSMEs in Makassar Isma Azis Riu
International Humanity Advance, Business & Sciences Vol 3 No 3 (2026): January
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i3.1005

Abstract

This study investigates the digital marketing adoption process among local culinary Micro, Small, and Medium Enterprises (MSMEs) in Makassar, Indonesia. Integrating the Technology Acceptance Model (TAM) and Entrepreneurial Learning theory, this research explores how culinary businesses across three distinct segments, traditional culinary warungs, home-based micro-businesses, and lifestyle cafes, navigate digital transformation under resource constraints. Utilizing a qualitative approach involving semi-structured interviews, participant observation, and thematic analysis with 15–20 informants, the study reveals that digital adoption is non-linear, driven by urgent survival needs, and heavily sustained by informal peer-to-peer knowledge sharing. Findings demonstrate that while perceived usefulness drives initial platform trial, entrepreneurial learning and hybrid (online-to-offline) marketing strategies are crucial for long-term competitiveness. The study offers practical, actionable managerial guidelines for business owners to optimize their digital presence and overcome algorithmic dependencies.
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 Chalid Imran Musa Deddy Ibrahim Rauf Erwin Erwin Haeruddin , M. Ilham Wardhana Haeruddin, M. Ilham Wardhana 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 Irwanto, Denia Jauhar, Muh. Alif M. Ikhwan Maulana Haeruddin M. Ilham Wardhana H. Muh. Yaqhzan Muhammad Basri Muhammad Vicky Afrezkia Saleh Musa, M. Ichwan Musa, Muhammad Ichwan My Sarah Imran Nadia Mawaddah Natsir, Uhud Darmawan Nulthazam Sarah Nur Fadilah Ayu Sandira Nurfadillah Nurhidayanti.S Nurul Afiah Almunawarah Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Nurul Fadilah Aswar Radjab, Irsan Rauf, Deddy Ibrahim Romansyah Sahabuddin Siska Handayani Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sukarno Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski Zahwa Qhayla Ramadhanty