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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 Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Kewirausahaan Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis 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 Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis 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 Optimal: Jurnal Ekonomi dan Manajemen
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 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.
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.
Examining the Mediating Role of Consumer Satisfaction in the Relationship between Product Quality and Repurchase Decisions: A Study of Skintific Skincare in Makassar Ilyas, Suci Ramadhani; Wardhana Haeruddin, Muhammad Ilham; Aswar, Nurul Fadilah; Riu, Isma Azis; Musa, Chalid Imran
SINOMIKA JOURNAL: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Vol. 5 No. 2 (2026): July
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/sinomika.v5i2.256

Abstract

This study examines the mechanism through which product quality influences repurchase decisions by analyzing the mediating role of consumer satisfaction in the skincare industry. Grounded in the Stimulus-Organism-Response (S-O-R) framework, product quality is conceptualized as a stimulus, consumer satisfaction as an organismic state, and repurchase decision as a behavioral response. Data were collected from 120 consumers of Skintific skincare products in Makassar City using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that product quality has a significant positive effect on consumer satisfaction but does not directly influence repurchase decisions. In contrast, consumer satisfaction exerts a strong and significant effect on repurchase decisions and fully mediates the relationship between product quality and repurchase behavior. These findings suggest that in experience-driven and highly competitive skincare markets, perceived product quality alone is insufficient to generate repeat purchases unless it is internalized through positive post-consumption evaluations. This study contributes to consumer behavior literature by extending the application of the S-O-R framework to post-consumption decision-making and by emphasizing consumer satisfaction as a central psychological mechanism driving repurchase behavior. Managerially, the findings highlight the importance of delivering consistent and meaningful usage experiences to strengthen long-term consumer loyalty
Pengaruh Strategi Penerapan Content Marketing di Instagram terhadap Keputusan Pembelian Dimediasi Brand Engagement (Studi pada UMKM Makanan @samosamakassar.id) Nur Qalbi; Uhud Darmawan Natsir; Isma Azis Riu; Muhammad Ichwan Musa; Muhammad Ilham Wardhana Haeruddin
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli 2026
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v5i1.276

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh content marketing di Instagram terhadap keputusan pembelian dengan brand engagement sebagai variabel mediasi pada UMKM makanan @samosamakassar.id. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Teknik pengambilan sampel menggunakan random sampling dengan kriteria responden yang pernah melihat konten Instagram @samosamakassar.id dan pernah melakukan pembelian produk @samosamakassar.id, dengan jumlah sampel sebanyak 120 responden. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap brand engagement. Selain itu, content marketing juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand engagement terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil pengujian mediasi menunjukkan bahwa brand engagement mampu memediasi hubungan antara content marketing dan keputusan pembelian secara parsial (partial mediation). Temuan ini menunjukkan bahwa persepsi konsumen terhadap content marketing yang relevan, informatif, dan interaktif mampu meningkatkan keterlibatan konsumen yang meliputi aspek kognitif, emosional, dan perilaku, sehingga mendorong terjadinya keputusan pembelian. Namun demikian, keputusan pembelian tidak hanya dipengaruhi oleh keterlibatan konsumen, tetapi juga faktor lain di luar model penelitian seperti harga, kebutuhan, dan daya beli konsumen.
FREE SHIPPING AND CUSTOMER REVIEWS AS DETERMINANTS OF SHOPEE CONSUMER PURCHASE DECISIONS AMONG UNM MANAGEMENT STUDENTS Keyzhia Ruff; Uhud Darmawan Natsir; Rahmat Riwayat Abadi; Muhammad Ichwan Musa; Isma Azis Riu
Jurnal Manajemen Vol 6, No 2 (2026): August
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i2.84934

Abstract

Abstract: This study aims to analyze the influence of the free shipping feature and customer reviews on purchasing decisions on the Shopee platform. This study uses a quantitative approach with an associative design. The population in this study were active students of the Management Study Program at Makassar State University, with a sample of 95 respondents determined using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The results showed that the free shipping feature has a positive and significant effect on purchasing decisions, meaning that the more attractive the free shipping feature offered, the higher the tendency of students to make purchases on Shopee. Customer reviews also have a positive and significant effect on purchasing decisions, so that informative and credible customer reviews can increase consumer confidence before purchasing a product. Simultaneously, the free shipping feature and customer reviews have a significant effect on purchasing decisions. The coefficient of determination value shows that both variables are able to explain purchasing decisions by 49.7%, while the remainder is influenced by other factors outside the research model. These findings confirm that consumer purchasing decisions on e-commerce platforms are not only influenced by economic incentives, but also by social information that builds trust. This research provides implications that marketplace managers and sellers need to optimize free shipping promotions and maintain the quality of customer reviews to improve consumer purchasing decisions.Keywords: Customer Review; E-Commerce; Free Shipping Feature; Purchase Decision; Shopee.
THE EFFECT OF PRODUCT QUALITY AND PRICE ON THE PURCHASE DECISION OF MYKONOS PERFUME PRODUCTS AMONG FEB UNM STUDENTS IN MAKASSAR CITY Muh. Syahrul Ramadhan; Nurman Nurman; Isma Azis Riu; Muhammad Ichwan Musa; Rahmat Riwayat Abadi
Jurnal Manajemen Vol 6, No 2 (2026): Agustus
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i2.84755

Abstract

Abstract: This study aims to analyze the effect of product quality, price, and brand image on purchase decisions of Mykonos perfume. The research adopts a quantitative approach using a survey method by distributing questionnaires to respondents who have used or are familiar with Mykonos perfume. The sampling technique used is purposive sampling, with a total of 105 respondents determined based on the Slovin formula. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results show that product quality has a positive and significant effect on purchase decisions. Price also has a positive and significant influence on purchase decisions, indicating that consumers consider price suitability in making purchasing decisions. In addition, brand image has a positive and significant effect on purchase decisions, suggesting that a strong brand perception can enhance consumer confidence in choosing the product. Simultaneously, product quality, price, and brand image significantly influence purchase decisions. These findings indicate that improving product quality, setting competitive prices, and strengthening brand image are important strategies to increase consumer purchase decisions.Keywords: Product Quality, Price, Brand Image, Purchase Decision, Mykonos Perfume
Eksistensi Camilan Khas Makassar di Era Digital: Perilaku Penjual Online dalam Membangun Kepercayaan Konsumen Hikmah Hikmah; Isma Azis Riu; Sukarno Hatta
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.9540

Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi penjual online dalam mempertahankan eksistensi camilan khas Makassar sekaligus membangun kepercayaan konsumen di ruang digital. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi untuk menggali pengalaman subjektif dari delapan informan penjual camilan online di Kota Makassar. Pengumpulan data dilakukan melalui wawancara mendalam, observasi media sosial (netnografi), dan dokumentasi. Mengumpulkan bukti berupa tangkapan layar (screenshot) testimoni pelanggan, konten promosi, jangkauan analitik media sosial mereka, serta foto produk camilan tersebut. Hasil penelitian menunjukkan bahwa eksistensi camilan lokal dipertahankan melalui rekonstruksi visual produk menjadi lebih estetis dan premium. Bahwa eksistensi camilan khas Makassar di era digital tidak lagi bergantung pada pasar tradisional atau ruang sakral adat (seperti upacara pernikahan), melainkan dikonstruksi ulang melalui ruang digital. Untuk membangun kepercayaan konsumen, penjual menerapkan perilaku "transparansi dapur" melalui konten video proses pembuatan yang higienis serta optimalisasi ulasan organik komunitas digital sebagai validasi rasa. Selain itu, penjual memitigasi risiko logistik dengan memberikan garansi produk instan demi menjaga reputasi. Secara kultural, penjual menginternalisasikan nilai kearifan lokal Siri’ na Pacce (harga diri dan empati) sebagai fondasi etika bisnis digital mereka. Kesimpulannya, keberhasilan adaptasi digital kuliner tradisional tidak hanya ditentukan oleh teknologi, melainkan oleh konsistensi perilaku humanis dan kejujuran layanan penjual dalam merawat kepercayaan konsumen.
Entrepreneurial Resilience in Micro and Small Enterprises: A Case Study in Makassar Isma Azis Riu; Welimas Kristina Parinsi
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 1 No 3 (2024): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v1i3.442

Abstract

This research investigates resilience strategies among micro and small entrepreneurs facing economic uncertainty in Makassar. Through narrative inquiry, the study captures lived experiences of business owners navigating financial instability and market disruptions. Findings indicate that resilience is shaped by social capital, religious values, and adaptive marketing practices. Entrepreneurs demonstrate flexibility in pricing, product innovation, and customer engagement. The study contributes to entrepreneurship theory by contextualizing resilience within socio-cultural dynamics and recommends policy interventions focusing on community-based support systems.
Pengaruh Inovasi Produk terhadap Keputusan Pembelian Ulang melalui Citra Merek: Studi pada Smartphone Samsung di Kota Makassar Gia Revalina; Nurul Fadilah Aswar; Rahmat Riwayat Abadi; Muhammad Ichwan Musa; Isma Azis Riu
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 3 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i3.2601

Abstract

The rapid development of Smartphone  technology has intensified competition among global technology companies, compelling firms to continuously innovate in order to maintain competitiveness and strengthen consumer loyalty. Samsung, as one of the leading Smartphone  manufacturers, consistently introduces new features and technological advancements to sustain its position in the global market. However, the evolving dynamics of consumer preferences and increasing competition from rival brands pose significant challenges in maintaining repurchase intentions. This study aims to examine the effect of product innovation on repurchase decisions, with brand image serving as a mediating variable among Samsung Smartphone  users in Makassar City. A quantitative approach with an associative research design was employed in this study. The population consisted of Samsung Smartphone  users who had previously purchased and used the product, with a purposive sampling technique applied to select 130 respondents meeting specific criteria, including repeat purchases and a minimum usage period of six months. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software. The results indicate that product innovation has a positive and significant effect on repurchase decisions and also significantly influences brand image. Additionally, brand image positively affects repurchase decisions. However, mediation analysis reveals that brand image does not significantly mediate the relationship between product innovation and repurchase decisions, suggesting that consumers prioritize functional benefits over brand perception.
Co-Authors A. Afifah Humairah Abadi, Rahmat Riwayat Achmad Ridha Adriansyah Agung Widhi Kurniawan Andi Mustika Amin Anwar Anwar Anwar Ramli Aslam, Annisa Paramaswary Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Chalid Imran Musa Deddy Ibrahim Rauf Erwin Erwin Gia Revalina Hardiyanti, Andi Ariyani Hasbiah, Sitti Haswan, Aldika Putra Hery Maulana Arif Hikmah Hikmah Hikmah hikmah hikmah Ichwan Musa, Muh. Ilma Wulansari Hasdiansa Ilyas, Suci Ramadhani Ipoatmodjo, Tenri S. P. D Irwanto, Denia Jauhar, Muh. Alif Keyzhia Ruff M. Ikhwan Maulana Haeruddin Muh. Syahrul Ramadhan Muh. Yaqhzan Muhammad Basri Muhammad Ilham Wardhana Haeruddin Muhammad Vicky Afrezkia Saleh Musa, M. Ichwan Musa, Muhammad Ichwan My Sarah Imran Nadia Mawaddah Natsir, Uhud Darmawan Nulthazam Sarah Nur Annisa Nur Fadilah Ayu Sandira Nur Qalbi Nurfadillah Nurhidayanti.S Nurman Nurman Nurul Afiah Almunawarah Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Nurul Fadilah Aswar Radjab, Irsan Rauf, Deddy Ibrahim Rima Andhani Romansyah Sahabuddin Siska Handayani Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sukarno Sukarno Hatta Tenri Sayu Puspitaningsih Dipoatmodjo Welimas Kristina Parinsi Windarsari, Wiwin Riski