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All Journal Jurnal Manajemen JER Lestari: Jurnal Pengabdian Kepada Masyarakat
Hardiyanti, Andi Aryani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences Other

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Stylish and Sustainable: How Gen Z in Indonesia is Shaping the Future of Fashion Aslam, Annisa Paramaswary; Putra , Muh Al Fatah Arief; Hardiyanti, Andi Aryani; Palangkey, Nurul Rahmi; Mushawwir , Shaleh Afief A
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1557

Abstract

This study aims to explore Generation Z’s perspectives on sustainable fashion consumption and the marketing strategies used within the Indonesian market. By analyzing their purchasing behavior, the research seeks to gain a deeper understanding of how this generation engages with and interprets sustainable fashion. This study examines Generation Z’s attitudes toward sustainable fashion consumption and marketing through a deductive qualitative approach, drawing on fashion business theory, consumer motivation, and sustainable consumption. Framing research questions as hypotheses, it tests existing theories using insights from 11 purposively selected Gen Z participants in Makassar who have studied abroad and engaged with sustainable products. This study identifies four key themes shaping Generation Z’s attitudes toward sustainable fashion: Design, Diversity, Desirability, and Digitalization. These reflect how Gen Z responds to external psychological, cultural, and social factors that influence their purchasing behavior.
SCENT OF SOFT PROPAGANDA IN NATION BRANDING: TOURISM MARKETING STRATEGIES IN THE “WONDERFUL INDONESIA” CAMPAIGN Haeruddin, Muhammad Ilham Wardhana; Putra, Muh. Al Fatah Arief; Hardiyanti, Andi Aryani
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.77252

Abstract

Abstract: This study critically examines the ideological dimensions of the Wonderful Indonesia campaign as a contemporary manifestation of soft propaganda within the practices of nation branding and tourism marketing. Framed through the lens of Critical Discourse Analysis (CDA) based on Fairclough’s three-dimensional model, this research investigates how visual, linguistic, and symbolic representations operate as instruments of persuasion that construct Indonesia’s national identity within the global tourism arena. Data were collected through multimodal analysis of official campaign materials distributed across digital platforms, including the Ministry of Tourism and Creative Economy’s website, YouTube, Instagram, and TikTok, supported by secondary documents and scholarly sources. The findings reveal that Wonderful Indonesia integrates aesthetic visuals, emotional narratives, and cultural symbolism to portray Indonesia as a harmonious, inclusive, and exotic nation while subtly reinforcing neoliberal and nationalistic ideologies. The campaign functions not only as a promotional initiative but also as a mechanism of symbolic governance where marketing, diplomacy, and ideology converge under the logic of digital capitalism. Furthermore, the study identifies the emergence of participatory propaganda in the digital era, wherein audiences contribute to reproducing state narratives through social media engagement mediated by algorithmic visibility. Theoretically, this study contributes to the critical understanding of nation branding as an ideologically charged practice that negotiates power among the state, market, and media. Practically, it underscores the importance of adopting ethical, reflective, and inclusive communication strategies in national branding ones that balance aesthetic appeal with narrative authenticity and social responsibility.Keywords: Nation branding, Soft propaganda, Critical Discourse Analysis, Tourism marketing, Wonderful Indonesia
Membangun Kesadaran Peluang Agrowisata di Uma Khalifa sebagai Kebun Organik Kolektif Pertama di Sulawesi Selatan Hasbiah, Sitti; Hasdiansa, Ilma Wulansari; Putra, Muh Al Fatah Arief; Hardiyanti, Andi Aryani; Abadi, Rahmat Riwayat
LESTARI : Jurnal Pengabdian Kepada Masyarakat Vol 3 No 2 (2025): LESTARI : Jurnal Pengabdian Kepada Masyarakat
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Universitas Muslim Maros

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46918/lestari.v3i2.3061

Abstract

Kegiatan pengabdian masyarakat ini dilaksanakan di kawasan Uma Khalifa, Desa Romang Lompoa, Kecamatan Bontomarannu, Kabupaten Gowa, Sulawesi Selatan. Uma Khalifa memiliki potensi besar sebagai kawasan agrowisata edukatif, namun kesadaran masyarakat terkait nilai ekonomi, sosial, dan ekologis dari agrowisata masih rendah. Pengabdian ini bertujuan untuk meningkatkan pengetahuan, kesadaran, dan partisipasi masyarakat dalam pengembangan agrowisata berkelanjutan melalui kegiatan penyuluhan, pelatihan, demonstrasi praktik pertanian organik, dan pendampingan manajemen komunitas. Metode pelaksanaan meliputi ceramah, diskusi interaktif, observasi lapangan, praktik pembuatan pupuk organik, serta lokakarya perencanaan agrowisata berbasis komunitas. Hasil kegiatan menunjukkan peningkatan pengetahuan peserta, peningkatan motivasi berwirausaha hijau, serta terbentuknya kelompok kerja (Pokja) pengembangan agrowisata Uma Khalifa. Program ini berhasil memperkuat kolaborasi antara masyarakat, pengelola Uma Khalifa, perguruan tinggi, dan pemerintah desa dalam membangun ekosistem agrowisata berkelanjutan berbasis pemberdayaan komunitas lokal.
Co-Authors Abadi, Rahmat Riwayat Aslam, Annisa Paramaswary Hasbiah, Sitti Ilma Wulansari Hasdiansa Mushawwir , Shaleh Afief A Palangkey, Nurul Rahmi Putra , Muh Al Fatah Arief Putra, Muh Al Fatah Arief Putra, Muh. Al Fatah Arief