Garuda - Garba Rujukan Digital

Pengaruh Influencer dan Fear of Missing Out (FOMO) Terhadap Minat Beli Produk Fashion UMKM di Kabupaten Sidenreng Rappang Alifia Zahra Syahril; Nurfadhilah Nurfadhilah; Muzdalifah Muhammadun; A. Rio Makkulau Wahyu
MARGIN ECO Vol. 10 No. 1 (2026): Margin Eco: Jurnal Ekonomi dan Perkembangan Bisnis
Publisher : LPPM Universitas KH A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/margineco.v10i1.7180

This study was motivated by the increasing use of social media, which influences consumer behavior, particularly through the role of influencers and the Fear of Missing Out (FOMO) phenomenon. The study aims to analyze the influence of influencers and FOMO on the purchase intent of MSME fashion products in Sidenreng Rappang Regency. The research method employed was a quantitative approach using an associative research design. The research sample consisted of 99 respondents selected using purposive sampling. Data collection was conducted via a questionnaire using a Likert scale. Data analysis techniques included validity and reliability tests, classical assumptions, and multiple linear regression using SPSS. The results indicate that influencers and FOMO have a positive and significant effect on purchase intent, both partially and simultaneously. The coefficient of determination (Adjusted R-squared) value of 0.654 indicates that 65.4% of the variation in purchase interest can be explained by these two variables. Thus, marketing strategies based on influencers and FOMO are effective in increasing consumer purchase interest.

Unveiling the Phenomenon of Strava Jokis: The Ethics of Digital Lifestyle in the Spotlight of Islamic Economics A. Rio Makkulau Wahyu; Wirani Aisiyah Anwar; Aisyah Yaekaji
Al-Tasyree: Jurnal Bisnis, Keuangan dan Ekonomi Syariah Vol. 17 No. 01 (2025): Al-Tasyree: Jurnal Bisnis, Keuangan dan Ekonomi Syariah
Publisher : Prodi Ekonomi Syariah, Fakultas Syariah dan Hukum, Universitas PTIQ Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59833/f7j9qr12

This study examines the phenomenon of Strava jokis within the context of digital lifestyle ethics and Islamic economics. Strava jokis refer to the practice where someone pays another person to manipulate their sports activity data on the Strava app in order to gain social recognition on digital media. The research employs a qualitative method with a literature review approach to analyze the Strava jokis phenomenon through relevant literature on digital ethics and Islamic economics. The findings indicate that this phenomenon reflects the strong impact of social media on individual behavior, where people often pursue image and social validation while neglecting values such as honesty and authenticity. Social pressure drives manipulative behavior that damages personal integrity and mental health due to the practice of manipulation. The Strava jokis phenomenon contradicts the principles of Maqashid Shariah, and from an Islamic economics perspective, the service of Strava jokis conflicts with fundamental principles such as honesty, justice, and transparency, as it involves deception that harms society and disrupts the social order. Therefore, a stronger ethical approach to the use of technology and social media is needed, emphasizing moral values and Islamic principles to create a more responsible digital lifestyle.

Penguatan literasi sertifikasi halal bagi pelaku Usaha Mikro Kecil Menengah (UMKM) Umaima Umaima; Dian Resky Pangestu; A. Rio Makkulau Wahyu; Muh Yusuf; Nur Isma Padila
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 10, No 3 (2026): June
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v10i3.39493

AbstrakPertumbuhan jumlah UMKM di Kota Parepare mencerminkan peran penting sektor ini dalam menggerakkan perekonomian daerah. Namun demikian, rendahnya tingkat kepemilikan sertifikasi halal masih menjadi tantangan signifikan dalam meningkatkan daya saing produk, terutama di tengah meningkatnya perhatian konsumen terhadap aspek kehalalan. Kegiatan pengabdian ini bertujuan untuk mengkaji tingkat literasi halal sekaligus mengidentifikasi berbagai kendala yang dihadapi pelaku UMKM, serta memberikan edukasi mengenai prosedur sertifikasi halal. Metode yang diterapkan meliputi survei lapangan, wawancara, edukasi langsung, serta penyebaran media informasi kepada 24 pelaku UMKM yang dipilih dari total 57 tenant pada Youth Fest Collabonation 2024. Hasil penelitian menunjukkan bahwa seluruh responden belum memiliki sertifikasi halal. Kendala utama yang dihadapi meliputi keterbatasan pengetahuan, anggapan bahwa proses sertifikasi rumit dan membutuhkan biaya tinggi, serta minimnya akses terhadap informasi. Meski demikian, kegiatan edukasi yang dilakukan terbukti mampu meningkatkan pemahaman dan kesadaran pelaku usaha terhadap pentingnya sertifikasi halal, walaupun masih diperlukan pendampingan administratif secara berkelanjutan. Oleh karena itu, penguatan literasi halal perlu didukung melalui pendekatan yang lebih sistematis dengan melibatkan kolaborasi antara pemerintah, lembaga terkait, dan pelaku UMKM. Upaya ini diharapkan dapat memperluas akses terhadap sertifikasi halal, meningkatkan kepercayaan konsumen, serta mendorong daya saing dan keberlanjutan UMKM di Kota Parepare. Kata kunci: literasi halal; sertifikasi halal; UMKM; edukasi. AbstractThe increase in the number of MSMEs in Parepare City highlights the strategic role of this sector in driving local economic growth. However, the low rate of halal certification ownership poses a major challenge to improving product competitiveness, particularly amid growing consumer awareness of halal standards. This community service initiative aims to identify the level of halal literacy and the challenges faced by MSME operators, while also providing education on halal certification procedures. The methods employed included field surveys, interviews, direct education, and the distribution of informational materials to 24 MSMEs selected from 57 participants at the Youth Fest Collabonation 2024 event. The results indicated that none of the respondents currently held halal certification, with the primary obstacles being a lack of knowledge, the perception that the certification process is complex and expensive, and limited access to information. The educational activities proved to enhance business owners’ understanding and awareness of the importance of halal certification, although continued administrative support remains necessary. Thus, strengthening halal literacy requires a more structured approach through collaboration between the government, relevant institutions, and SME stakeholders. These efforts are expected to improve access to halal certification, strengthen consumer trust, and boost the competitiveness and sustainability of SMEs in Parepare City. Keywords: halal literacy; halal certification; SMES; education.

ANALYSIS OF THE INFLUENCE OF AYUREIRA’S INFLUENCER CONTENT STRATEGY ON BRAND AWARENESS OF BODY CARE PRODUCTS AMONG GENERATION Z IN SIDRAP REGENCY Okta Rosita Nugrahadini Kumala; A. Rio Makkulau Wahyu; Rusnaena Rusnaena; Arwin Arwin
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/x272em50

This study investigates the effect of local influencers’ content strategies on brand awareness of body care products among Generation Z consumers in Sidenreng Rappang Regency, Indonesia. The increasing use of social media as a marketing platform and the growing influence of local content creators have transformed the way consumers perceive and recognize brands, particularly in the beauty and personal care industry. Using a quantitative research design, data were collected from 200 Generation Z respondents selected through purposive sampling. The participants were active social media users who had been exposed to body care product promotions delivered by local influencers. Data were gathered through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, simple linear regression, t-tests, and coefficient of determination (R²) analysis with the support of SPSS software. The results show that local influencers generally employ effective content strategies characterized by relevance, creativity, consistency, high-quality information, and strong audience engagement. The findings also indicate that respondents exhibit a moderate level of brand awareness toward body care products promoted through social media. More importantly, the regression analysis demonstrates that influencers’ content strategies have a positive and statistically significant effect on brand awareness. This suggests that well-designed and engaging content plays a crucial role in enhancing consumers’ ability to recognize, recall, and differentiate brands. The study contributes to the growing body of digital marketing literature by providing empirical evidence on the effectiveness of local influencer marketing in shaping brand awareness among Generation Z consumers. The findings offer practical insights for marketers and business owners seeking to strengthen brand positioning and consumer engagement through strategic influencer-driven content on social media platforms.

Analysis of the Influence of Ayureira’s Influencer Content Strategy on Brand Awareness of Body Care Products Among Generation Z in Sidrap Regency Okta Rosita Nugrahadini Kumala; A. Rio Makkulau Wahyu; Rusnaena Rusnaena; Arwin Arwin
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/v6jj4s77

This study investigates the effect of local influencers’ content strategies on brand awareness of body care products among Generation Z consumers in Sidenreng Rappang Regency, Indonesia. The increasing use of social media as a marketing platform and the growing influence of local content creators have transformed the way consumers perceive and recognize brands, particularly in the beauty and personal care industry. Using a quantitative research design, data were collected from 200 Generation Z respondents selected through purposive sampling. The participants were active social media users who had been exposed to body care product promotions delivered by local influencers. Data were gathered through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, simple linear regression, t-tests, and coefficient of determination (R²) analysis with the support of SPSS software. The results show that local influencers generally employ effective content strategies characterized by relevance, creativity, consistency, high-quality information, and strong audience engagement. The findings also indicate that respondents exhibit a moderate level of brand awareness toward body care products promoted through social media. More importantly, the regression analysis demonstrates that influencers’ content strategies have a positive and statistically significant effect on brand awareness. This suggests that well-designed and engaging content plays a crucial role in enhancing consumers’ ability to recognize, recall, and differentiate brands. The study contributes to the growing body of digital marketing literature by providing empirical evidence on the effectiveness of local influencer marketing in shaping brand awareness among Generation Z consumers. The findings offer practical insights for marketers and business owners seeking to strengthen brand positioning and consumer engagement through strategic influencer-driven content on social media platforms.

The Influence Of Self Reward And Self Healing On The Consumption Behavior Of Career Women In Parepare City With Religiosity As A Moderating Variable Muh Yusuf Munir; Arwin; Muzdalifah Muhammadun; A. Rio Makkulau Wahyu; Umaima; Dian Resky Pangestu
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8105

This study was motivated by the increasing complexity of career women's consumption behavior. This behavior is influenced not only by basic needs, but also by psychological factors such as self-reward and self-healing. Religiosity is seen as a moderating variable that can control consumption behavior, especially in the context of a religious society in Parepare City. The purpose of this study is to analyze the influence of self-reward and self-healing on the consumption behavior of career women in Parepare City with religiosity as a moderating variable. The method used is a quantitative approach with a survey design. The sample was obtained through purposive sampling of 100 career women aged 18–50 years in Parepare City. The research instrument was a Likert questionnaire, while data analysis was performed using SmartPLS through validity and reliability tests, T-tests, determination coefficients, and path analysis. The results showed that self-reward and self-healing had a significant positive effect on consumption behavior. Religiosity also had a significant effect and was proven to moderate the influence of these two psychological factors. These findings contribute to consumer behavior science and provide practical benefits for career women in managing balanced consumption.

PENGUATAN EKONOMI PETANI NANAS MADU DESA JANGAN-JANGAN BARRU MELALUI PENDAMPINGAN INOVASI OLAHAN Syamsiah Muhsin; Rasdiana Rasdiana; Fatimah Ayu; A. Rio Makkulau Wahyu; Wirani Aisiyah
Dharma Pengabdian Perguruan Tinggi (DEPATI) Vol 6 No 1 (2026): Mei 2026
Publisher : Fakultas Sains dan Teknik, Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/8ygd9h68

Desa Jangan-Jangan di Kabupaten Barru merupakan salah satu wilayah sentra penghasil nanas madu yang memiliki potensi ekonomi tinggi, namun pemanfaatannya masih belum optimal di tingkat masyarakat, khususnya pada kalangan petani. Selama ini, nanas madu umumnya dipasarkan dalam bentuk segar sehingga nilai jualnya relatif rendah dan sangat bergantung pada fluktuasi harga pasar. Permasalahan utama yang dihadapi petani adalah keterbatasan pengetahuan dan keterampilan dalam melakukan diversifikasi produk, serta minimnya pemahaman mengenai pengolahan hasil panen menjadi produk bernilai tambah. Kondisi tersebut berdampak pada rendahnya pendapatan petani dan belum berkembangnya usaha berbasis komoditas lokal. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberdayakan petani nanas madu melalui pendampingan inovasi pengolahan nanas menjadi produk olahan bernilai tambah, seperti selai nanas, sirup nanas, dan cuka nanas. Metode pengabdian yang digunakan mengacu pada pendekatan Asset-Based Community Development (ABCD), yang menitikberatkan pada pemetaan, penguatan, dan pemanfaatan aset lokal yang telah dimiliki masyarakat desa. Dalam konteks ini, nanas madu diposisikan sebagai aset utama yang dikembangkan melalui proses hilirisasi produk. Pendekatan ABCD diterapkan secara partisipatif dengan melibatkan petani sebagai subjek utama kegiatan, mulai dari tahap identifikasi potensi hingga praktik pengolahan produk. Pelaksanaan kegiatan dilakukan melalui pelatihan dan demonstrasi teknis pengolahan nanas madu, pendampingan proses produksi, serta penguatan pemahaman terkait pengemasan dan pemasaran produk. Hasil kegiatan menunjukkan adanya peningkatan keterampilan teknis petani dalam mengolah nanas madu menjadi produk Onas yang memiliki nilai jual lebih tinggi. Selain itu, pendampingan ini mampu meningkatkan kesadaran petani terhadap pentingnya inovasi produk sebagai strategi penguatan ekonomi lokal. Kegiatan pengabdian ini diharapkan dapat mendorong kemandirian ekonomi petani, membuka peluang usaha berbasis rumah tangga, serta mendukung pengembangan Desa Jangan-Jangan sebagai sentra produk olahan nanas madu yang berkelanjutan

BUGIS CULTURE-BASED LEADERSHIP IN ISLAMIC BOARDING SCHOOLS IN TRANSFORMING STUDENTS’ RELIGIOUS CHARACTER DEVELOPMENT: A STUDY AT DDI UJUNG LARE ISLAMIC BOARDING SCHOOL, PAREPARE Abdul Malik; Nurhayati; Wirani Aisiyah Anwar; A. Rio Makkulau Wahyu; Mujahidin Usman; Aisyah Yaekaji
TADBIRUNA: Jurnal Manajemen Pendidikan Islam Vol 6 No 1 (2026): TADBIRUNA
Publisher : Program Studi Manajemen Pendidikan Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/jurnalmanajemenpendidikanislam.v6i1.2654

This study aims to analyze pesantren leadership based on Bugis cultural values in transforming the religious character of students at DDI Ujung Lare Islamic Boarding School, Parepare. The primary focus of this research lies in how Bugis cultural values such as siri’, lempu’, sipakatau, and pacce are integrated into leadership practices and their impact on shaping students’ religious character. This study employs a qualitative approach with a descriptive research design. Data were collected through interviews, participatory observation, and documentation. The informants consisted of the pesantren leader, teachers, dormitory supervisors, and students. Data analysis was conducted interactively through the stages of data reduction, data display, and conclusion drawing. The findings reveal that the school leadership functions not only as a policymaker but also as a primary role model in the internalization of religious values. This exemplary leadership is reflected in active involvement in religious activities, consistency between words and actions, and a humanistic and participatory communication style. The integration of Bugis cultural values in leadership is evident in the application of lempu’ (honesty and integrity), sipakatau (mutual respect), pacce (social empathy), and siri’ (discipline and self-respect). These values are not merely taught theoretically but are also implemented in the daily practices of the pesantren. Bugis culture-based leadership has proven effective in fostering a strong and sustainable religious culture. This is reflected in the habituation of worship practices, ethical social interactions, and increased student participation in religious and social activities. The process of value internalization occurs through habituation, observation, and imitation of the behaviors demonstrated by leaders and the pesantren environment. Furthermore, adaptive and persuasive leadership contributes to social stability, minimizes conflict, and fosters harmonious relationships among leaders, teachers, and students. In conclusion, this study affirms that pesantren leadership grounded in Bugis cultural values plays a strategic role in transforming students’ religious character. The integration of local cultural values into leadership practices serves as an effective model for contextual character education, rooted in local wisdom and relevant in addressing the challenges of modernization. Theoretically, this study enriches the discourse on culturally grounded educational leadership by integrating Bugis local wisdom into character education, while practically it provides a contextual leadership model that can be adopted by Islamic boarding schools and other educational institutions to strengthen students’ religious character through local cultural values

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