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All Journal Jurnal Bisnis, Manajemen, dan Informatika JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Hasanuddin Economics and Business Review SEIKO : Journal of Management & Business International Journal of Elementary Education Jambura Agribusiness Journal JURNAL LENTERA BISNIS Jurnal Informasi dan Teknologi Jurnal Informatika Ekonomi Bisnis Jurnal Kewarganegaraan International Journal of Engineering, Science and Information Technology International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) Jurnal Sistim Informasi dan Teknologi Malcom: Indonesian Journal of Machine Learning and Computer Science Scientium Management Review Economics and Business Journal Jurnal Informatika Ekonomi Bisnis Journal of Contemporary Administration and Management (ADMAN) Journal of Social Science and Business Studies Journal of Information System, Technology and Engineering Jurnal Bisnis dan Kewirausahaan Southeast Asia Journal of Business, Accounting, and Entrepreneurship Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Technopreneurship and Educational Development Review (TENDER) Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi
Mustafa, Fahrina
Faculty Of Economics And Business, Hasanuddin University
Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Analysing the Role of Visual Content in Increasing Attraction and Conversion in MSME Digital Marketing Sunarso, Budi; Tusriyanto; Mustafa, Fahrina
ADMAN: Journal of Contemporary Administration and Management Vol 1 No 3 (2023): December 2023
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/adman.v1i3.79

Abstract

In the rapidly digitizing era, the business world, especially Micro, Small, and Medium Enterprises (MSMEs), undergoes significant changes in marketing strategies. Digital marketing has become a highly effective tool to enhance visibility and customer attraction. In this context, visual content plays a crucial role as a primary element in crafting digital campaigns. This research aims to analyze the role of visual content in enhancing attraction and conversion in MSMEs' digital marketing. The approach involves an in-depth exploration of literature through qualitative analysis, intending to achieve a comprehensive understanding of the subject from 2013 to 2023. The study results indicate that in the continually evolving digital marketing landscape, the role of visual content in supporting MSMEs is crucial. Visual content not only captures consumer attention but also builds brand identity, enhances engagement on social media, strengthens storytelling, simplifies product understanding, supports SEO, and ultimately increases conversion rates. By effectively designing and optimizing visual content, MSMEs can harness its full potential to grow and succeed in the digital market.
Investigating The Role of Key Opinion Leaders, Marketing Content and User Experience on Purchase Intention of Eco-Friendly Products Among Gen Z Juwita, Isna; Wandanaya, Anita Bawaiqki; Akhirianto, Pas Mahyu; Kushariyadi, Kushariyadi; Violin, Vivid; Mustafa, Fahrina
Journal of Social Science and Business Studies Vol. 3 No. 1 (2025): JSSBS
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jssbs.v3i1.133

Abstract

Environmental concerns are carried out comprehensively, not only centered on the production process, regulation making and consumption styles, but attention and focus on the impacts or consequences that will be caused in the long term also forces each party to care about environmental issues. There are three important factors in influencing the purchase intention of eco-friendly products, especially for generation Z, namely key opinion leaders, marketing content and user experience. This study aims to analyze the influence of the three independent variables, namely key opinion leaders, marketing content and user experience on the purchase intention of eco-friendly products. This study uses a qualitative method, namely by collecting and reviewing various literature that discusses the influence of key opinion leaders, marketing content and user experience on interest in buying eco-friendly products. Based on the results of the analysis of previous literature that examines and concludes the relationship and influence of key opinion leaders, marketing content and user experience on the purchase intention of eco-friendly products, it is concluded that all predictor variables have a close relationship and can positively influence the purchase intention of eco-friendly products.
THE INFLUENCE OF CONSUMER BEHAVIOR ON PURCHASE DECISION OF INDOMIE INSTANT NOODLE PRODUCTS AT PT. INDOFOOD SUCCESS MAKMUR TBK : CASE STUDY ON STUDENTS OF THE FACULTY OF ECONOMICS, MAKSSAR STATE UNIVERSITY Zulfadli S; Parawansa, Dian Anggraece Sigit; Mustafa, Fahrina
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 2 (2023): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i2.1071

Abstract

An understanding of consumer behavior is very much needed at this time, where the development of fast food is so rapid and fast that the intensity of competition is getting higher, this is important for marketers if they want to continue to be accepted by their consumers. This study aims to: 1) To find out whether cultural, social, personal, and psychological factors influence the buying decision of Indomie instant noodles. 2) To find out which variable has the dominant influence on purchasing decisions for Indomie product instant noodles. This study uses qualitative research. The population used in this study were 100 respondents, students of the Faculty of Economics, and data collection in the form of observations, interviews, and questionnaires. Using the SPSS 21 for windows program to test the validity, reliability and multiple linear regression analysis. From the results of the analysis it was found that cultural factor variables, had an insignificant (significant) influence on purchasing decisions of Indomie instant noodles while social, personal, and cultural factors had a significant effect on purchasing decisions of Indomie instant noodles and psychological variables had a dominant influence on purchasing decisions of Indomie instant noodles.
MARKETING STRATEGY ANALYSIS IN INCREASING PRODUCT SALES AT LAKITA CELL IN MAKASSAR CITY Syamril; Parawansa, Dian Anggraece Sigit; Mustafa, Fahrina
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 1 (2023): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i1.1075

Abstract

Strategy is a tool to achieve objectives. Marketing is a process influenced by various social, cultural, political, economic, and managerial factors. There are three systematic marketing strategy steps, starting with market segmentation strategy, target market determination strategy, and market positioning strategy. The marketing mix also includes marketing strategies, comprising four crucial points: product, price, place, and promotion. The purpose of this research is to analyze marketing strategies in increasing product sales at Lakita Cell in the city of Makassar. This study adopts a qualitative research design. Primary and secondary data sources are utilized for data collection. Data collection techniques consist of observation, interviews, and documentation. Data analysis involves three stages: data collection, data analysis, and decision-making. The research findings indicate that segmentation influences sales levels due to varying network quality in each area, while targeting does not significantly affect profits as sales levels fluctuate. Positioning has a significant impact on sales, profits, and company growth as Lakita Cell not only focuses on internet voucher sales but also provides services like interbank ATM transfers, digital money top-ups, and various types of mobile phone and electronic device essentials.
The Influence of Community Support on the Sustainability of MSMEs in the Digital Era Metris, Diksi; Kraugusteeliana, Kraugusteeliana; Amory, Jeffriansyah Dwi Sahputra; Mustafa, Fahrina; Risdwiyanto, Andriya
Tirakat: Jurnal Terobosan Peduli Masyarakat Vol 1 No 1 (2024): January 2024
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/j.tirakat.v1i1.102

Abstract

With the advancement of technology and internet penetration, the Micro, Small, and Medium Enterprises (MSMEs) sector has undergone significant changes. The digital era presents new opportunities and challenges for MSMEs, enabling them to leverage technology to enhance productivity, marketing, and market access. This research aims to contribute additional insights to the existing literature, focusing on the sustainability of MSMEs amidst the dynamics of the digital era. The study adopts a qualitative approach with an emphasis on literature review, drawing data from Google Scholar during the period 2009 to 2023. The findings indicate that community support plays a crucial role in maintaining the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. Awareness of the importance of local products, financial support through investment and crowdfunding, and social support in the form of promotion and active participation form a strong foundation for MSME growth. The strong bond between MSMEs and the community creates an environment in which MSMEs can develop and compete effectively in the dynamic digital market.
The Role of Business Incubators in Enhancing Human Resource Competence and Encouraging Entrepreneurship among Young People Sutrisno; Mustafa, Fahrina; Suparwata, Dewa Oka
Tirakat: Jurnal Terobosan Peduli Masyarakat Vol 1 No 2 (2024): May 2024
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/j.tirakat.v1i2.184

Abstract

Quality human resources (HR) are one of the main pillars in the economic development of a country. The unemployment rate among young people remains relatively high in many areas. Lack of access to training and adequate resources often serves as a major barrier for youth to start their own businesses. Intervention is needed to boost entrepreneurship among young people. This research aims to examine the role of business incubators in enhancing HR competence and promoting entrepreneurship among young people in general. This study is a literature review with a qualitative approach. Data were collected from scholarly articles published during the period 2005-2024, primarily from Google Scholar, which is a credible platform for academic literature search. The study results indicate that business incubators play a central role in developing and accelerating the growth and success of startup companies in Indonesia, especially among young people. In this context, business incubators not only enhance human resource competence through training programs and mentoring but also encourage entrepreneurship by creating a conducive environment for the development of innovative ideas. Business incubators also serve as a link between various elements in the entrepreneurship ecosystem and have a positive impact on the local economy and society as a whole.
IMPLEMENTATION STRATEGIES OF CHATGPT IN ENHANCING STUDENTS’ COMMUNICATION SKILLS IN THE GLOBAL BUSINESS CONTEXT Mustafa, Fahrina; Siminto; Ausat, Abu Muna Almaududi
Technopreneurship and Educational Development Review (TENDER) Vol 1 No 2 (2024): June 2024
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/tender.v1i2.186

Abstract

Effective communication skills are crucial in an increasingly interconnected global business environment. The ability to communicate clearly and persuasively, both orally and in writing, is key to fostering successful business relationships and overcoming cross-cultural challenges. This research aims to explore the implementation strategies of ChatGPT in enhancing students' communication skills, particularly within the global business context. The study adopts a qualitative literature review approach. Data for this research were sourced from scholarly articles available on Google Scholar, published between 2015 and 2024. The study findings indicate that implementing ChatGPT in education as an innovative strategy to enhance students' communication skills in the global business context holds significant potential in preparing the next generation for challenges in an increasingly interconnected and multicultural workplace. With its ability to provide real-time natural language interactions, ChatGPT not only aids in training students' communication skills but also prepares them to navigate various international business scenarios.
The Influence of System Quality, User Satisfaction and Effort Expectancy on User Adoption of Information Systems of Mobile Banking Users Setiadi, Bekti; Apramilda, Riesna; Syahviyar, Mirza; Mustafa, Fahrina; Violin, Vivid; Latief, Yanuar
Journal of Information System, Technology and Engineering Vol. 3 No. 4 (2025): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v3i4.207

Abstract

This research proposes to evaluate the effect of system quality, user satisfaction, and effort expectancy on information systems user adoption among Indonesian mobile banking consumers. The​‍​‌‍​‍‌ research method employed was quantitative, involving a survey of 200 respondents who are mobile banking users and belong to different banking institutions. The sampling strategy used was purposive sampling based on the criteria of active users who have been using digital banking services for at least six months. Data analysis was done using multiple linear regression at a 0.05 significance level. The findings revealed that all the independent variables had a positive and significant influence on the dependent variable. System quality increases trust and effectiveness of use, user satisfaction leads to user loyalty, and effort expectancy makes the adoption of digital technology easier. Theoretically, the study extends the conversation of the DeLone and McLean Information Systems Success Model and UTAUT in digital banking. Practically, it acts as a guide to banks on how to improve their system quality, user experience, and technology acceptance level during the digital transformation ​‍​‌‍​‍‌era.
Analisis Pengaruh Komitmen Organisasi, Digital Engagement dan Employer Branding Terhadap Organizational Citizenship Behavior Pada Industri Kreatif Fildzah Shabrina; Rasty Yulia; Fahrina Mustafa; Jefri Putri Nugraha; Joko Ariawan; Kiki Setyawati
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2062

Abstract

Kajian ini memiliki tujuan guna mengkaji bagaimana komitmen organisasi, keterlibatan digital (digital engagement), serta employer branding memengaruhi perilaku Organizational Citizenship Behavior (OCB) pada karyawan di industri kreatif. Dengan menerapkan pendekatan kuantitatif, data dikumpulkan dengan survei yang diberikan kepada 200 responden yang ditentukan menerapkan teknik purposive sampling. Analisis dilaksanakan dengan regresi linear berganda, disertai pengujian validitas, reliabilitas, serta asumsi klasik untuk memastikan kelayakan model. Perolehan studi ini mengindikasikan bahwasanya baik secara simultan maupun parsial, ketiga variable independent tersebut memiliki pengaruh positif dan signifikan pada OCB. Komitmen organisasi terbukti mendorong munculnya loyalitas dan keterikatan emosional yang memotivasi karyawan untuk berkontribusi secara sukarela. Sementara itu, keterlibatan digital memperkuat partisipasi, mendorong kolaborasi, dan menciptakan rasa keterhubungan antar karyawan. Di sisi lain, employer branding yang kuat menumbuhkan rasa bangga dan identitas positif terhadap perusahaan, yang mendorong karyawan untuk memberikan kontribusi melebihi peran formal mereka. Temuan ini menegaskan pentingnya bagi organisasi di sektor industri kreatif untuk secara aktif memperkuat ketiga aspek tersebut. Dengan begitu, mereka dapat menciptakan lingkungan kerja yang mendukung tumbuhnya perilaku OCB, sekaligus meningkatkan produktivitas dan membentuk budaya kerja yang sehat dan berkelanjutan.
Analysis of the Influence of Content Quality, Influencer Credibility, and E-WOM on Influencer-Follower Trust on Digital Investment Platforms Hery Purnomo; Vivid Violin; Riesna Apramilda; Fahrina Mustafa; Sonya Sidjabat; Ratu Nadya Wahyuningratna
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4032

Abstract

This study was conducted to evaluate the extent to which content quality, influencer credibility, and electronic word of mouth (E-WOM) influence followers' trust levels in influencers on digital investment platforms. A quantitative approach was used in this study, with data collected through a survey involving 300 respondents. Respondents were selected purposively based on certain criteria: active users of digital investment platforms for at least six months, following influencers who discuss investment topics, and actively accessing investment-related content in the past three months. The analysis method used multiple linear regression analysis. The results of the analysis indicate that, partially and simultaneously, the variables of content quality, influencer credibility, and E-WOM have a significant influence on follower trust. These findings provide an important contribution to the development of theory in the field of digital marketing, particularly regarding consumer behavior in the context of digital investment. They also offer practical recommendations for industry players to design effective, honest, and user-experience-focused communication strategies.
Co-Authors A. Riska Amelia Idris A.S. Parawansa, Dian Abdi Akbar Idris Abdul Razak Munir Abu Muna Almaududi Ausat Achirsyah Bahar Agustinus Suradi Ahmad Yani Aisyah Solehati.,S.E.,M.M Akhirianto, Pas Mahyu Alfa Santoso Budiwidjojo Putra Anastasia d'Ornay Andi Khaerun Nisa Andriya Risdwiyanto Arief Nuryana Arief Yanto Rukmana Arief, Ilham Arifin Arifin Arismunandhar Sunarwia, Atdriansyah Ashoer, Muhammad Aslam, Annisa Paramaswary Ausat, Abu Muna Almaududi Ayu Ratna Wulandari Basuki Wisnu Desi Astuti desi kristanti, desi Dessy Hariyanti, NK Dewa Oka Suparwata Diah Astuti, Enny Djunaedi Djunaedi Eka Hendrayani Elizabeth Enny Diah Astuti Ernawaty Usman Fildzah Shabrina Firdaus Frans Sudirjo Hamzah, Munawir Nasir Haribowo, Rio Hendy Tannady HERY PURNOMO Ibrahim, Mozart Malik Idris Saleh Ilham Ilham Imam Jayanto Imman Yusuf Sitinjak Irdiana, Sukma Isna Juwita Iwan Henri Kusnadi Jamaluddin Majid Jeffriansyah Dwi Sahputra Amory Jefri Putri Nugraha Joko Ariawan Josef Hernawan Nudu Joseph MJ Renwarin Kadir, Nuraeni Khaerunnisa, A Khairani, Elisa Kiki Setyawati Kraugusteeliana Kraugusteeliana Kushariyadi Kushariyadi Kushariyadi Kushariyadi Kushariyadi Kusnadi, Iwan Henri latief, yanuar Lubis, Alifah Lettiane Virainy Luh Komang Candra Dewi M. Ikhwan Maulana Haeruddin Magdalena Maming, Djumidah Maulida, Sofia Metris, Diksi Mohamad Trio Febriyantoro Mudasetia Mudasetia Muh. Yushar Mustafa Muh. Yushar Mustafa Muhamad Risal Tawil Muhammad Kholil Muhammad Syafri Muhammad Zakaria Muhammad Zakaria Muliyani, Nani Munawir Nasir Hamzah Mustafa, Riad Mutoffar, Muhamad Malik Nawiyah Nawiyah Noviani, Lona Nurgraha SD, Widhi Nurul Fadilah Aswar Nurwijayanti Osman, Isnawati Otto R. Payangan Palilingan, Richard Andreas Pandiangan, Bilson Parawansa, Dian Anggraece Sigit Payangan, Otto R. Primananda, Pande Gde Bagus Naya Rahman Kadir, Abdul Rahmat Mustafa Rasty Yulia Rezky Nurbakti Riad Mustafa Riad Mustafa Riesna Apramilda Riko Mersandro Permana Riyanti, Apriani Samintang Santosa, Muhammad Hery Santosa, Sonny Sari Fitri Sari, Efti Novita Sediawan, MN Lisan Setiadi, Bekti Siminto Sokid, Sokid Sonny Santosa Sri Purwati Sri Purwati Sriyanti, Andi Hikmah Dewi St Arwini Alwy Sugiarti Sugiarti Suhara, Ade Sunarso, Budi suroso, amat SUTRISNO Sutrisno, Sutrisno Syahviyar, Mirza Syamril Tikson, Shinta Dewi Sugiharti Tri Febrina Melinda Tri Susilowati Tri Yusnanto Tusriyanto Tyahya Whisnu Hendratni Violin, Vivid Vivid Violin Wahda Wahyudi Wahyuningratna, Ratu Nadya Wandanaya, Anita Bawaiqki WIjayanthi, Ida Ayu Trisna Windreis, Christ Wisnu Wardana, Yoga Fortuna Yohanes Totok Suyoto Yuliani Istiqomah Zakhra, Aminatus Zulfadli S