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All Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Seminar Nasional Pengabdian Kepada Masyarakat Journal Online Manajemen ELPEI (JOMEL) Business Management Seminar Nasional Hasil Penelitian LP2M UNM Kreativitas Pada Pengabdian Masyarakat (Krepa) Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Neraca Manajemen, Akuntansi, dan Ekonomi Manfaat: Jurnal Pengabdian Pada Masyarakat Indonesia Journal of Studies in Academic, Humanities, Research, and Innovation Jurnal Ilmiah Manajemen Dan Kewirausahaan
Nulthazam Sarah
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Efektivitas Kampanye Instagram Ads terhadap Brand Awareness di Kalangan Gen Z Sarah, Nulthazam; Sandira, Nur Fadilah Ayu; Iswardhani, Indri; Nasir, Sri Astuti; Windarsari, Wiwin Riski
Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Vol. 4 No. 1 (2025): Edisi Agustus
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jeama.v4i1.249

Abstract

Penelitian ini bertujuan menganalisis efektivitas kampanye Instagram Ads dalam membangun brand awareness di kalangan Generasi Z dan mengidentifikasi faktor-faktor yang mempengaruhi efektivitas tersebut. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan teknik purposive sampling terhadap 450 responden berusia 18-27 tahun yang merupakan pengguna aktif Instagram minimal 3 jam per hari. Instrumen penelitian berupa kuesioner terstruktur yang telah diuji validitas dan reliabilitas. Hasil penelitian menunjukkan 82,4% responden mampu mengingat merek yang terpapar melalui iklan Instagram dengan top of mind awareness tertinggi pada kategori teknologi (34,7%). Analisis efektivitas format konten mengungkapkan Instagram Reels mencapai performa optimal dengan engagement rate 8,7% dan konversi brand awareness 73,2%, diikuti Stories (61,8%) dan konten gambar (48,7%). Faktor determinan utama efektivitas kampanye adalah autentisitas konten (koefisien determinasi 0,821), relevansi dengan nilai generasi (0,769), timing dan frekuensi paparan (0,643), serta kualitas visual (0,597). Strategi targeting kombinasi menunjukkan efektivitas tertinggi 81% dibandingkan targeting demografis tradisional 45%. Kesimpulan penelitian mengonfirmasi Instagram Ads sebagai platform efektif untuk membangun brand awareness Generasi Z melalui konten visual dinamis yang autentik dengan durasi optimal 15-30 detik.
Analisis Kinerja Keuangan dan Penilaian Saham PT Aneka Tambang Tbk sebagai Dasar Keputusan Investasi Iswardhani, Indri; Bando, Ushwa Dwi Masrurah Arifin; Sarah, Nulthazam; Sandira, Nur Fadilah Ayu; Nasir, Sri Astuti
Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Vol. 4 No. 1 (2025): Edisi Agustus
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jeama.v4i1.256

Abstract

This study aims to analyze the financial performance and assess the fairness of the stock price of PT Aneka Tambang Tbk (ANTM) as a basis for investment decision-making. The approach used is fundamental analysis, measuring five key financial ratios: Return on Equity (ROE), Dividend Payout Ratio (DPR), Earnings per Share (EPS), Dividend per Share (DPS), and Price to Earnings Ratio (PER). In addition, the intrinsic value of the stock is estimated using the PER method and compared to the market price (closing price) to determine its valuation status—whether undervalued, fairly valued, or overvalued. The findings show that during the 2020–2024 period, ANTM recorded stable growth in EPS and DPS, along with a significantly increasing DPR policy. However, the intrinsic value of the stock in Q2 2025 is estimated at Rp1,526.24, which is considerably lower than the market price of Rp3,040, categorizing the stock as overvalued. Based on this analysis, the recommended investment decision is to re-evaluate the feasibility of purchasing ANTM shares. This study emphasizes the importance of using fundamental analysis to understand the balance between a company's financial performance and market expectations in investment decision-making.
Peran Mediasi Shopping Motivation dalam Hubungan antara Mindset dan Compulsive Buying pada Generasi Milenial Konsumen Produk Kecantikan di Makassar Hasbiah, Sitti; Hasdiansa, Ilma Wulansari; Sarah, Nulthazam; Riu, Isma Azis
Seminar Nasional LP2M UNM SEMINAR NASIONAL 2025 : PROSIDING EDISI 2
Publisher : Seminar Nasional LP2M UNM

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Abstract

Abstrak. Penelitian ini bertujuan untuk menganalisis peran mediasi shopping motivation dalam hubungan antara mindset dan compulsive buying pada generasi milenial konsumen produk kosmetik di Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden berusia 20–40 tahun yang aktif membeli produk kosmetik seperti Wardah, Somethic, dan Maybelline. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SmartPLS). Hasil penelitian menunjukkan bahwa mindset berpengaruh positif terhadap shopping motivation, dan shopping motivation memiliki pengaruh positif terhadap compulsive buying. Selain itu, shopping motivation terbukti memediasi secara parsial hubungan antara mindset dan compulsive buying. Temuan ini mengindikasikan bahwa pola pikir konsumen, baik yang berorientasi pada pengembangan diri maupun pencitraan sosial, memengaruhi motivasi berbelanja yang pada akhirnya berdampak pada perilaku pembelian kompulsif. Secara praktis, hasil penelitian ini merekomendasikan agar pelaku industri kosmetik merancang strategi pemasaran yang berfokus pada pengalaman belanja positif dan nilai pengembangan diri, bukan sekadar dorongan emosional sesaat, untuk menciptakan perilaku konsumsi yang lebih rasional dan berkelanjutan di kalangan milenial.Kata Kunci: Mindset, Shopping Motivation, Compulsive Buying, Milenial, Kosmetik
Diversifikasi Produk Jagung sebagai Upaya Peningkatan Nilai Tambah di Desa Tarowang Jeneponto Hasdiansa, Ilma Wulansari; Hasbiah, Sitti; Sandira, Nur Fadilah Ayu; Sarah, Nulthazam; Riu, Isma Azis
Seminar Nasional Pengabdian Kepada Masyarakat SEMINAR NASIONAL 2025:PROSIDING EDISI 6
Publisher : Seminar Nasional Pengabdian Kepada Masyarakat

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Abstract

Abstrak – Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas dan nilai tambah ekonomi petani jagung melalui sosialisasi inovasi produk olahan berbasis jagung di Desa Tarowang, Kabupaten Jeneponto. Kegiatan dilaksanakan pada 21 Juni 2025 secara terpadu di Balai Desa Tarowang, melibatkan 50 peserta yang terdiri atas petani, ibu rumah tangga, dan pemuda karang taruna. Metode pelaksanaan mencakup sosialisasi interaktif, demonstrasi pengolahan produk, dan diskusi partisipatif yang berfokus pada pemanfaatan seluruh bagian jagung, meliputi biji, rambut, dan tongkol, menjadi produk bernilai ekonomi seperti teh rambut jagung, sirup jagung, dan teh jagung panggang. Hasil kegiatan menunjukkan peningkatan pengetahuan dan kesadaran peserta terhadap diversifikasi produk olahan serta potensi pengembangan usaha mikro berbasis pertanian lokal. Kegiatan ini memberikan kontribusi nyata terhadap penguatan kapasitas masyarakat dalam pengolahan hasil pertanian secara berkelanjutan dan mendorong terciptanya model pemberdayaan desa berbasis agribisnis lokal. Rekomendasi tindak lanjut mencakup pelatihan lanjutan dan pendampingan kewirausahaan untuk memastikan keberlanjutan program di tingkat rumah tangga.Kata kunci: jagung, inovasi produk, sosialisasi, nilai tambah, pemberdayaan masyarakat
Ethical Analysis Of Dark Pattern Marketing On The Shopee E-Commerce Platform Among University Students In Makassar City Nulthazam Sarah
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.915

Abstract

The digitalisation of commerce has introduced the phenomenon of dark pattern marketing, which manipulates consumer decisions through strategic interface design. This research explores the implementation, perception, and ethical implications of dark patterns on the Shopee platform for university students in Makassar City, who are active digital consumers. Using a descriptive qualitative approach with semi-structured interviews of ten active Shopee-using students, the study identified six dominant dark pattern categories: false urgency, hidden costs, forced continuity, confirm shaming, trick questions, and obstruction. Findings show false urgency is the most prevalent tactic, affecting all participants and creating a 'fear of missing out' that drives impulsive purchases. A paradox of awareness was revealed, where only 40% of students recognised the design manipulation, despite being highly educated digital natives. The economic impact reaches IDR 150,000–IDR 400,000 per month per individual through overspending and unplanned purchases. The ethical implications indicate fundamental breaches of the principles of honesty, transparency, and consumer autonomy, resulting in significant erosion of trust, with 60% of participants stating an intention to reduce their shopping activity. This research affirms that dark patterns are not merely a technical issue but a business ethics problem threatening the sustainability of the e-commerce ecosystem. Recommendations include the adoption of ethical design by platforms, strengthening digital consumer protection regulations, integrating consumer literacy into higher education, and multi-stakeholder collaboration to create a fair and transparent digital ecosystem.
Penguatan Kapasitas Mahasiswa dalam Meningkatkan Kesadaran Hak Asasi Manusia di Era Digital M. Yunasri Ridhoh; Sri Astuti Nasir; Indri Iswardhani; Nur Fadilah Ayu Sandira; Nulthazam Sarah
Manfaat : Jurnal Pengabdian Pada Masyarakat Indonesia Vol. 3 No. 1 (2026): February: Manfaat : Jurnal Pengabdian Pada Masyarakat Indonesia
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/manfaat.v3i1.559

Abstract

The rapid development of digital technology has brought significant changes to social life, particularly among university students as an educated group and agents of change. On the one hand, digital spaces provide opportunities for freedom of expression and public participation; on the other hand, they also present various challenges related to Human Rights (HR), such as privacy violations, the spread of hate speech, disinformation, and cyberbullying. These conditions highlight the importance of strengthening students’ capacity to ensure they possess adequate understanding and awareness of human rights values in the digital era. This community service article aims to enhance students’ human rights awareness through capacity-building activities conducted within the university environment. The service method was implemented through educational activities in the form of seminars, material presentations, and interactive discussions addressing fundamental human rights concepts, digital ethics, privacy protection, and responsible freedom of expression.The results of the activities indicate an increase in students’ understanding and awareness of human rights issues in the digital era, as well as the development of more critical and ethical attitudes in utilizing digital spaces. This initiative also strengthened the synergy between higher education institutions and the government in promoting human rights awareness among students. Overall, this community service activity makes a positive contribution to strengthening students’ capacity to face human rights challenges in the digital era.
Penguatan Wawasan Kebangsaan dan Soft Skill Mahasiswa ADik melalui Pendampingan Partisipatif Reflektif M. Yunasri Ridhoh; Nur Fadilah Ayu Sandira; Indri Iswardhani; Nulthazam Sarah; Sri Astuti Nasir
Manfaat : Jurnal Pengabdian Pada Masyarakat Indonesia Vol. 3 No. 1 (2026): February: Manfaat : Jurnal Pengabdian Pada Masyarakat Indonesia
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/manfaat.v3i1.560

Abstract

This community service program aimed to strengthen national insight and soft skills among ADik scholarship students through a participatory and reflective mentoring approach. Many students come from underdeveloped, frontier, and outermost regions with diverse socio-cultural backgrounds, requiring contextual guidance to internalize national values and develop essential interpersonal competencies. The program combined interactive socialization, group discussions, and value reflection activities to encourage active participation and personal engagement. The method emphasized dialogic learning rather than one-way lectures, allowing students to relate national values to their lived experiences. The findings revealed noticeable behavioral changes, including increased confidence in expressing opinions, stronger participation in discussions, improved communication skills, and heightened awareness of ethical conduct and financial responsibility as scholarship recipients. The emergence of several students as informal local leaders during discussions indicated early signs of social transformation at the individual level. This program demonstrates that reflective and participatory mentoring can effectively foster character building, leadership, and contextual national awareness among university students. The implications suggest that similar approaches can be adopted in student development programs to promote sustainable character formation, especially for students from diverse and remote regions.
Pengaruh Digital Eco-Labels terhadap Kesediaan Konsumen Membayar Harga Lebih Mahal pada Marketplace Nulthazam Sarah; Nur Fadilah Ayu Sandira; Indri Iswardhani; Sri Astuti Nasir
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 5 No. 2 (2026): Mei: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v5i2.6768

Abstract

The proliferation of digital commerce platforms has transformed consumer behavior while simultaneously elevating environmental consciousness among Indonesian consumers. This research investigates the influence of digital eco-labels on consumer willingness to pay premium prices on marketplace platforms, specifically Shopee and Tokopedia, within Indonesian urban contexts. Employing a quantitative associative research design, this study collected data from 50 active marketplace users through purposive sampling techniques using structured questionnaires with five-point Likert scales. Multiple linear regression analysis was conducted to examine the relationships between digital eco-labels and willingness to pay premium prices, with perceived credibility and environmental knowledge as moderating variables. The findings reveal that digital eco-labels significantly and positively influence willingness to pay premium prices with a beta coefficient of 0.438 and significance level of 0.000. Perceived credibility effectively moderates this relationship with a coefficient of 0.312, while environmental knowledge demonstrates a moderating effect with a coefficient of 0.276. The research model explains 64.7 percent of the variance in willingness to pay premium prices. These empirical results confirm the applicability of Theory of Planned Behavior and signaling theory in the context of sustainable digital consumption in Indonesia. The study contributes theoretical insights into green consumer behavior within emerging market e-commerce platforms and provides practical implications for marketplace operators to develop transparent third-party verification systems for eco-labels, integrate educational content regarding sustainability, and optimize search algorithms to enhance visibility of verified sustainable products. Policy implications emphasize the necessity for governmental regulation standardizing digital sustainability labels and monitoring environmental claims in e-commerce to prevent greenwashing practices.
Co-Authors Arifin Bando, Ushwa Dwi Masrurah Bando, Ushwa Dwi Masrurah Arifin Hasbiah, Sitti Ilma Wulansari Hasdiansa Indri Iswardhani Isma Azis Riu M. Yunasri Ridhoh Nur Fadilah Ayu Sandira Nur Fadilah Ayu Sandira Rostina Rostina Sachrir, Muh. Irshan Sri Astuti Nasir Windarsari, Wiwin Riski