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All Journal JAM : Jurnal Aplikasi Manajemen QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama Jurnal Riset Akuntansi Politala PINISI Discretion Review MANDAR: Management Development and Applied Research Journal Manajemen dan Kewirausahaan Jurnal Ekonomi dan Bisnis Digital (MINISTAL) KINDAI : Kumpulan Informasi dan Artikel Ilmiah Manajamen dan Akuntansi Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Seminar Nasional Pengabdian Kepada Masyarakat Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian kepada Masyarakat Jurnal Manarang Manajemen dan Bisnis Seminar Nasional Hasil Penelitian LP2M UNM Journal of Career Development Journal of Entrepreneur, Business and Management Ininnawa: Jurnal Pengabdian Masyarakat Journal of Sustainable Innovation Engineering Jurnal Sipakatau
Ashdaq, Muhammad
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PKM Smart Economy Untuk Masyarakat Jamil, Muh; Ruslan, Andi; Ashdaq, Muhammad; Ahmad, Nur Isra’; Islamiah, Farida; Khalil, Adawiyah Asti; Hermanto, Andi
Seminar Nasional Pengabdian Kepada Masyarakat SEMINAR NASIONAL 2025:PROSIDING EDISI 7
Publisher : Seminar Nasional Pengabdian Kepada Masyarakat

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

Abstract

Program kemitraan masyarakat ini  bermitra dengan Pemerintah Kelurahan Bontonompo berlokasi Kabupaten Gowa, Kecamatan Bontonompo. Adapun masalah yang dihadapi adalah (1) kurangnya pemahaman pemasaran digital yang efektif  (2) Praktik pemasaran masih menggunakan model konvensional. Metode yang digunakan adalah: Metode Ceramah dan Praktik. Hasil yang diharapkan adalah meningkatnya Pemasaran digital pada masyarakat Bontonompo  melalui ecommerce. Kata kunci: Pemasaran Konvensional, Pemasaran Digital,  Ecomerce
The Impact of Social Media Marketing on Gen Z Women s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products : Ashdaq, Muhammad; Jamil, Muhammad; Mandasari, Nur Fitriayu
Manajemen dan Kewirausahaan Vol. 5 No. 1 (2024): Manajemen Kewirausahaan
Publisher : Manajemen FEB Unima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/mk.v5i1.9065

Abstract

Marketing through social media has become a marketing strategy that is widely used by the cosmetics industry especially with the number of consumers that continue to grow as generations increase Generation Z women are a potential market in this industry where this generation is a new entrant consumer The purpose of this study is to investigate the influence of marketing through social media on the intention to make purchases with variables mediating brand attitude and brand equity on cosmetic products in the city of Makassar < em>The research was conducted by distributing questionnaires to 288 respondents selected using a non probability sampling technique known as convenience sampling < em> The collected primary data is then processed using the Structural Equation Modelling SEM method using AMOS 23 software < em>The research results indicate that marketing via social media has a positive and significant impact on brand attitude and brand equity but does not significantly influence the purchasing intentions of Gen Z women Additionally brand attitude and brand equity do not effectively mediate the relationship between social media marketing and purchase intentions These findings suggest that cosmetic companies need to refine their social media marketing strategies to better target Gen Z women < em>< p>
Implementasi Dashboard Analisis Untuk Optimalisasi Pemantauan KPI Perusahaan Pada Rumah BUMN Makassar ashdaq, muhammad; alam, syamsu; Maqmah, Ryasqim Immunan
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4149

Abstract

Key performance indicators (KPI) adalah alat penting dalam manajemen organisasi yang digunakan untuk mengukur dan menilai keberhasilan pencapaian tujuan bisnis tertentu. Penelitian ini bertujuan untuk mengimplementasikan dashboard analisis KPI untuk Rumah BUMN Makassar guna mempermudah dan meningkatkan efektivitas pemantauan kinerja perusahaan secara transparan dan berbasis data. Metode kualitatif deskriptif digunakan dengan pengumpulan data melalui wawancara, observasi, dan dokumen bulanan, serta pengembangan dashboard dengan Power BI melalui tahap perencanaan, analisis, desain, dan implementasi. Dashboard ini menampilkan data pencapaian UMKM baru, skoring, pelatihan, dan digitalisasi berdasarkan kategori, waktu, dan wilayah. Hasil penelitian, berdasarkan pemantauan KPI menunjukkan perlunya dirancang tema pelatihan yang bersifat bisnis umum pada Rumah BUMN seperti personal branding, business model canvas, peta jalan wirausaha, marketing mix dan hukum bisnis untuk meningkatkan jumlah UMKM yang terlibat. Selain itu juga terlihat bahwa jadwal pelatihan yang konsisten dan komunikasi yang efektif juga dapat meningkatkan ketertarikan UMKM untuk mengikuti pelatihan pada Rumah BUMN. Berdasakan hal tersebut terlihat bahwa dashboard dapat meningkatkan efektivitas pemantauan, memudahkan evaluasi target, dan mendukung transparansi pelaporan. Implementasi kebijakan menunjukkan peningkatan signifikan pada indikator UMKM baru yang terdigitalisasi, meskipun indikator Pelatihan perlu perhatian lebih baik. Dashboard juga membantu mengidentifikasi tren kekurangan dan keunggulan untuk menyesuaikan strategi pengembangan. Rekomendasi meliputi investasi berkelanjutan pada teknologi, penyederhanaan tampilan, dan pemilihan indikator yang relevan untuk pengelolaan KPI di masa depan.
Analisis Optimalisasi Pemasaran Media Sosial pada PT Cahaya Mario Ayu, Putri; Syam, Agus; ashdaq, muhammad
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4668

Abstract

Teknik pemasaran melalui media sosial dewasa ini telah dimanfaatkan secara luas oleh hampir seluruh sektor industri, termasuk industri perdagangan ritel dan produk peternakan. Perkembangan teknologi digital serta perubahan perilaku konsumen mendorong perusahaan untuk mengoptimalkan media sosial sebagai sarana komunikasi pemasaran yang efektif, efisien, dan interaktif. Penelitian ini bertujuan untuk menganalisis strategi serta tingkat optimalisasi pemasaran melalui media sosial yang diterapkan oleh PT. Cahaya Mario, sebuah perusahaan produk peternakan yang berlokasi di Desa Mario, Kabupaten Sidenreng Rappang, Provinsi Sulawesi Selatan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi untuk mengkaji efektivitas pemanfaatan platform Facebook, Instagram, dan WhatsApp dalam meningkatkan kesadaran merek (brand awareness), interaksi pelanggan (customer engagement), serta peningkatan penjualan. Analisis difokuskan pada kesesuaian konten, pemilihan segmen pasar, intensitas interaksi, dan pemanfaatan fitur media sosial. Hasil penelitian menunjukkan bahwa optimalisasi pemasaran melalui media sosial yang didukung oleh riset segmen pasar serta penyesuaian konten dan fitur platform mampu meningkatkan kinerja pemasaran PT. Cahaya Mario, khususnya dalam memperluas jangkauan pasar dan memperkuat hubungan dengan pelanggan. Namun demikian, perusahaan masih menghadapi beberapa kendala, antara lain keterbatasan dalam pengelolaan konten yang konsisten, kurangnya perencanaan strategi jangka panjang, serta belum optimalnya pemanfaatan fitur-fitur media sosial berbayar. Penelitian ini menyimpulkan bahwa penerapan strategi pemasaran media sosial yang terencana, terukur, dan berkelanjutan berpotensi meningkatkan efektivitas pemasaran digital serta daya saing PT. Cahaya Mario di pasar lokal maupun skala yang lebih luas.
Implementasi Algoritma Analisis Hotspot dengan Kernel Density Estimation (KDE) untuk Visualisasi Bisnis UMKM Kuliner Berbasis WebGIS (Studi Kasus: Kota Makassar) Trianjani, Mega Puspita; Alam, syamsu; Ashdaq, Muhammad
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4949

Abstract

Penelitian ini mengatasi tantangan krusial dalam pemetaan potensi ekonomi Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner di Kota Makassar yang selama ini belum terintegrasi secara spasial, meskipun sektor ini menjadi penggerak utama ekonomi kota. Tujuan utama penelitian ini adalah mengembangkan sistem visualisasi WebGIS interaktif guna mengidentifikasi pola aglomerasi bisnis serta mengukur tingkat digitalisasi usaha secara presisi. Menggunakan pendekatan metode Research and Development (R&D), penelitian ini mengakuisisi data geospasial melalui teknik scraping pada OpenStreetMap (OSM) yang kemudian dianalisis secara mendalam menggunakan algoritma Kernel Density Estimation (KDE). Hasil analisis spasial berhasil memvisualisasikan zona konsentrasi bisnis (hotspot) utama yang berpusat di Kecamatan Panakkukang, Rappocini, dan Tamalate, yang terbukti berkorelasi kuat dengan sebaran pusat aktivitas komersial dan kawasan pendidikan. Temuan paling signifikan dan kritis dari studi ini adalah terungkapnya kesenjangan digital (digital gap) yang masif, di mana 94,4% UMKM yang terdata secara administratif pemerintah ternyata tidak memiliki visibilitas di peta digital, menciptakan fenomena invisible economy. Fakta ini mengindikasikan rendahnya literasi spasial digital di kalangan pelaku usaha. Oleh karena itu, platform WebGIS yang dikembangkan tidak hanya berfungsi sebagai alat analisis potensi pasar bagi investor, tetapi juga berperan vital sebagai instrumen diagnostik strategis bagi pemerintah kota untuk merancang program digitalisasi yang lebih presisi, terarah, dan berbasis lokasi demi meningkatkan daya saing ekonomi daerah secara berkelanjutan.
Deepfakes, Public Trust, and Online Discourse: Sentiment Analysis of Responses to the “Guru Beban Negara” Hoax Clarification on Social Media Ashdaq, Muhammad; Jannah, Ummul Radiatul; Yourike, Yourike; Putri, Rezky Amalia; Mandasari, Nur Fitriayu
Journal of Sustainable Innovation Engineering Vol. 1 No. 3 (2025): November
Publisher : Institute Of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/sustainable.v1i3.22

Abstract

The rapid advancement of artificial intelligence technologies has introduced a new form of digital threat in the form of deepfakes, which have the potential to accelerate the spread of hoaxes and undermine public trust in official information. One notable and controversial example is the “Guru Beban Negara” hoax, which generated diverse and polarized reactions on social media platforms, despite the issuance of an official clarification by the authorities. This phenomenon suggests that institutional responses do not always succeed in mitigating negative public perceptions once misinformation has circulated widely. This study aims to examine public sentiment toward the official clarification by analyzing user comments on YouTube using the Naïve Bayes Classifier algorithm. Data were collected through web scraping techniques and subsequently processed through several preprocessing stages, including cleansing, normalization, tokenization, and stemming, to ensure data quality and analytical reliability. The findings reveal a strong predominance of negative sentiment among the 2,252 comments analyzed. The sentiment classification model achieved an accuracy rate of 73%, with the distribution indicating that most users expressed negative reactions, while only a small proportion conveyed positive sentiment. These results indicate that official clarifications have not been fully effective in alleviating negative public perceptions associated with deepfake-based hoaxes, particularly within the context of social media discourse.
Integrasi Platform Instagram & Website Untuk Meningkatkan Penjualan Pada UMKM XYZ Reskiyani, Fajar; Jamil, Muhammad; Ashdaq, Muhammad
Jurnal Riset Akuntansi Politala Vol 9 No 1 (2026): Jurnal Riset Akuntansi Politala
Publisher : Pusat Penelitian dan Pengabdian bagi Masyarakat Politeknik Negeri Tanah Laut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34128/jra.v9i1.662

Abstract

This study focuses on the importance of utilizing digital marketing strategies to increase sales for micro, small, and medium enterprises (UMKM) in the digital era, particularly through the integration of Instagram and website platforms. The purpose of this study is to examine the effect of integrating these digital platforms on increasing the sales of UMKM XYZ. The research method used is Research & Development-based with a Four-D model, which includes needs analysis, design, and testing of the implementation of digital strategies. The main results show a significant increase in the number of products sold and revenue, from 178 products and IDR 12,555,000 to 275 products and IDR 17,620,000 after platform integration, with an increase in the number of followers and consumer interactions. The implication of this research is that the application of digital technology and engaging content can expand market reach and increase customer trust, thereby supporting the growth of UMKM. In conclusion, digital platform integration is an effective strategy that UMKM can use to increase sales and competitiveness in an increasingly competitive market.
Improving Digital Literacy to Prevent Hoaxes in the Visually Impaired Aris, Valentino; Alam, Syamsu; Ashdaq, Muhammad; Taufik, Muhammad; Ruslan, Andi; Jamil, Muhammad
Jurnal Sipakatau: Inovasi Pengabdian Masyarakat Vol. 1 No. 5 (2024): Jurnal Sipakatau
Publisher : PT. Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/jsipakatau.v1i5.2424

Abstract

This Community Service Activity was carried out at the Yapti Makassar Special School (SLB-A Yapti Makassar) by the Digital Business Study Program Service Team, FEB-Makassar State University. Some of the problems faced by partners include a lack of literacy for blind people so that hoaxes spread easily and a lack of independence for blind people in accessing information from various sources. The service method used is the implementation of outreach activities to increase the spirit of digital literacy among the visually impaired so that the spread of hoaxes can be prevented. The activity participants were twelve people with visual disabilities who were currently studying at SLB-A Yapti Makassar. The results achieved from this activity include (1) increased enthusiasm for digital literacy among the visually impaired, (2) increased independence in accessing literacy around them, (3) the ability to distinguish between hoaxes and information and data.
Training on Digital Marketing Techniques to Increase the Entrepreneurial Spirit of High School Students Mandasari, Nur Fitriayu; Hasanuddin, Rahmat; Ashdaq, Muhammad
Jurnal Sipakatau: Inovasi Pengabdian Masyarakat Vol. 1 No. 6 (2024): Jurnal Sipakatau
Publisher : PT. Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/jsipakatau.v1i6.2432

Abstract

This Community Service Activity was carried out at UPT SMUN 2 Campalagian, Polewali Mandar Regency by the Community Service Team of the Faculty of Economics, West Sulawesi University. Some of the problems faced by partners include the suboptimal utilization of Computer Laboratory facilities by Students, digital entrepreneurship training has never been carried out for Students, training in the use of digital technology for business has never been carried out for Students, and digital marketing technique training has never been carried out for Students. The community service method used is the implementation of training activities to increase the spirit of entrepreneurship and digital literacy for students who help manage family businesses. The participants of the activity consisted of thirty-five students who were representatives of three grade levels at SMUN 2 Campalagian. The results of this community service activity include (1) increasing the spirit of entrepreneurship and digital literacy among students at SMUN 2 Campalagian, Polewali Mandar Regency, (2) increasing understanding of the use of digital technology in supporting business activities, (3) the ability to carry out product marketing techniques through digital media.
Enhancing Social Media Content Management in a Public Service Institution through Collaborative Community Service Ashdaq, Muhammad; Mandasari, Nur Fitriayu; Aris, Valentino; Taufik, Muhammad; Ruslan, Andi
Jurnal Sipakatau: Inovasi Pengabdian Masyarakat Vol. 2 No. 5 (2025): Jurnal Sipakatau
Publisher : PT. Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/jsipakatau.v2i5.2531

Abstract

This community engagement initiative was carried out through collaboration between a religious service organization responsible for pilgrimage operations and faculty members from a digital business study program at a public university. The program was motivated by the organization’s challenges in managing its social media content, which included unstructured information flow, inconsistent distribution, and suboptimal visual design. The intervention involved a structured mentoring process covering content documentation, content creation, and news script development. The results demonstrated a noticeable improvement in social media engagement, reflected in higher interaction and responsiveness from the audience. Indirectly, the activity also enhanced the quality of service delivery by ensuring that information for the families of pilgrims was communicated more quickly, clearly, and reliably. These outcomes highlight the value of collaborative capacity-building in digital communication for public and religious service organizations. The study contributes practical insights into how community-based interventions can strengthen digital media strategies to support transparency, trust, and service quality in the era of digital information.
Co-Authors ADAWIYAH ASTI KHALIL Amin, Putri Rabiatul Adha Asmirani, Sri Ayu, Putri Bahri, Asa Afiif Enny Radjab hasanuddin, rahmat Hermanto, Andi Islamiah, Farida Jamil, Muh Jamil, Muh. Jannah, Ummul Radiatul Kasim, Ilhamsah LISTIANA SRI MULATSIH Mandasari, Nur Fitriayu Maqmah, Ryasqim Immunan Muh. Jamil Muhammad fauzan Muhammad JAMIL Muhammad Nadir MUHAMMAD TAUFIK Muhammad, Fadil Nur Fitriayu Mandasari Nur Isra' Ahmad Nur Qamariah Putri, Rezky Amalia rahmat hasanuddin Reskiyani, Fajar Ruslan, Andi Syam, Agus SYAMSU ALAM Trianjani, Mega Puspita Valentino Aris Y, Mawadda Yourike, Yourike