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All Journal AKUNTABILITAS J-MAS (Jurnal Manajemen dan Sains) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ekonomi dan Manajemen Komitmen : Jurnal Ilmiah Manajemen JURNAL ECONOMINA International Journal of Community Service (IJCS) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies Journal of Marketing Management and Innovative Business Review Jurnal Ragam Pengabdian
Syahril Hasan
Universitas Balikpapan
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From Authenticity to Action: How Perceived Authenticity and Digital Word-of-Mouth Drive Purchase Intention for Local Products Ribka Patta; Nur Fitriani; Nikolas Heru; Syahril Hasan
Journal of Marketing Management and Innovative Business Review Vol. 4 No. 1 (2026): Mariobre, June 2026 (ISSN : 3031-4208)
Publisher : Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v4i1.469

Abstract

This study investigates the influence of perceived authenticity and electronic word-of-mouth (e-WOM) on consumers’ purchase intention toward local products in Balikpapan, Indonesia. Grounded in signaling theory, this research examines how internal product cues and external digital information shape consumer decision-making. A quantitative approach was employed using a survey of 150 respondents, and the data were analyzed using multiple linear regression with SPSS. The results reveal that perceived authenticity has a positive and significant effect on purchase intention, indicating that consumers highly value product originality, cultural representation, and credibility. In contrast, e-WOM does not show a significant direct effect on purchase intention, suggesting that consumers rely less on online reviews when evaluating local products. However, both variables jointly have a significant effect, demonstrating that consumer behavior is influenced by a combination of internal perceptions and external information. This study contributes to the literature by highlighting the dominant role of authenticity and identifying the contextual limitation of e-WOM in local product markets. The findings offer practical implications for local businesses to prioritize authenticity as a strategic driver of consumer engagement.
The Role of Marketing Strategy and Artificial Intelligence on Operational Performance with Trust as a Mediating Variable: A Study on Postgraduate Students at Balikpapan University Nita Prasetia; Dewi Rosita; Lisa Listiqomah; Nurhabibah Nurhabibah; Syahril Hasan
JURNAL ECONOMINA Vol. 5 No. 6 (2026): JURNAL ECONOMINA, Juni 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i6.2982

Abstract

This study analyzes the influence of Marketing Strategy and Artificial Intelligence on Operational Performance with Trust as a mediating variable among postgraduate students at Universitas Balikpapan. A quantitative explanatory design was applied. Data were collected from 32 postgraduate students who actively use digital academic services through structured questionnaires. The analysis employed Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4. The results show that Artificial Intelligence has a positive and significant effect on Trust (p<0.05), and Trust significantly affects Operational Performance (p<0.05). However, Marketing Strategy does not significantly influence Trust or Operational Performance. In addition, Artificial Intelligence has no direct significant effect on Operational Performance. Mediation analysis indicates that Trust significantly mediates the relationship between Artificial Intelligence and Operational Performance, but does not mediate the effect of Marketing Strategy on Operational Performance. These findings highlight Trust as a key determinant in translating Artificial Intelligence adoption into improved Operational Performance in higher education contexts.
Strategic Storycrafting in Niche Markets as a Catalyst for Consumer Loyalty Dynamics Syahril Hasan; Samsurijal Hasan; Darusman; Asep Supriadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.3858

Abstract

Competition in the increasingly segmented non-timber forest product market demands strategic differentiation that emphasizes not only product quality but also narratives reflecting ecological and social values. This study aims to analyze the influence of strategic storycrafting on consumer loyalty to forestry products based on local desires and identities. The study used a qualitative-descriptive approach with a case study method in three community forestry business groups in Yogyakarta and West Java that develop essential oil products and bamboo crafts. Data were collected through in-depth interviews with nine informants, consisting of business owners, local craftsmen, and active consumers, and supported by observations of digital promotional activities and social media documentation. Data analysis was conducted thematically through reduction, categorization, and interpretation of the meaning of consumer responses to the constructed narratives. The results show that narratives emphasizing the environment, cultural heritage, and community empowerment increase consumer emotional engagement, reflected in repeat purchasing behavior and brand loyalty. Strategic storycrafting plays a role as a catalyst in building long-term relationships between producers and consumers and increasing the added value of forestry products.
Strengthening School Financial Management Capacity through Participatory Training for Administrative Staff in Underfunded Secondary Schools Hanafiah Hanafiah; Syahril Hasan; Dodi Sukmayadi; Hajar Mukaromah; Yeny Rokhilawati
International Journal of Community Service (IJCS) Vol. 5 No. 2 (2026): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v5i2.2059

Abstract

Underfunded secondary schools in Indonesia rely heavily on limited BOS (School Operational Assistance) funds, yet administrative staff often lack adequate financial management capacity, threatening transparency and accountability. Participatory training offers a promising, cost-efficient capacity-building approach. This study examines the effect of a participatory training program on financial management knowledge, self-efficacy, and report accuracy among administrative staff in underfunded secondary schools, while also exploring participants’ subjective experiences. Methods: A mixed-method explanatory sequential design was employed, beginning with a one-group pretest-posttest quantitative phase (n=40 administrative staff from ten underfunded secondary schools) followed by qualitative semi-structured interviews with 15 purposively selected participants. The three-day participatory training incorporated simulations, case studies, role-play, and group discussions. Instruments included a knowledge test (α=0.85), a financial self-efficacy scale (α=0.89), and a financial report accuracy checklist (inter-rater κ=0.82). Data were analyzed using paired t-tests, Cohen’s d, and thematic analysis. Significant improvements were found in knowledge (t=12.34, p<0.001, d=2.01), self-efficacy (t=11.22, p<0.001, d=1.89), and report accuracy (t=9.87, p<0.001, d=1.64). Qualitative findings revealed three major themes: enhanced conceptual understanding, increased confidence and motivation, and improved collaborative practices. Participatory training effectively strengthens financial management capacity in resource-constrained school settings, enhancing both technical competence and professional agency. Integration of participatory approaches into continuous professional development policies is strongly recommended.
Neuromarketing Insights Into Consumer Decision-Making In The Post-Digital Era Syahril Hasan; Muhammad Asir; Klemens Mere
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10250

Abstract

The post-digital era has transformed how consumers process information, perceive brands, and make purchasing decisions. Traditional marketing approaches increasingly struggle to capture attention in environments saturated with digital stimuli. Neuromarketing, which integrates neuroscience with marketing research, offers a powerful framework for understanding the subconscious mechanisms that drive consumer behavior. This study explores how neural and emotional responses influence consumer decision-making in the context of digital overload and emerging technologies such as artificial intelligence, augmented reality, and personalized advertising. Using a mixed-method approach that combines electroencephalography (EEG) data with behavioral experiments, the study identifies key neural patterns linked to attention, emotion, and memory in purchasing contexts. The results reveal that emotional engagement and visual stimulus design significantly affect brand recall and decision confidence. The findings highlight the growing importance of sensory marketing and neurocognitive analysis as tools for designing more ethical, personalized, and effective marketing strategies in the post-digital age.
Co-Authors Achmad Sutanto Afrisal Arianto Agus Rahayu Ahmad Fahrudin Amran Wahyudiah Anita DeGrave Asep Supriadi Athifa Zahra Auliza Alifin Nadhiro Baso Intang Sappaile Brian Leonardo Oslan Darusman Dewi Rosita Diah Anggraini Dian Novitasari Djoko Widagdo Dodi Sukmayadi Elok Fatoroni Endang Fatmawati Fitriana Fitriana Fransisca Ursila Y L Y Gusmawati Gusmawati Hajar Mukaromah Hanafiah Hanafiah Hendri Syahputra Hery Eko Prastiyo Hikma Hasbi Istia Vionalita Jihan Jihan Klemens Mere Lisa Listiqomah Moh. Solehuddin Mohammad Fathoni Muhammad Asir Muhammad Hermansyah Nikolas Heru Nira Dewi Susanti Nita Julita Nita Prasetia Nur Fitriani Nur Sa’diyah Nurhabibah Nurhabibah Nursella Prastyadi Wibawa Rahayu Ribka Patta rima siburian Riza Tri Permadi Samsurijal Hasan Subhan A. Gani Tekat Sukomardojo tutik yuliani Wiwin Pebriana Yafed Syufi Yemisa Melsinti Kia Yenny Anggreini Sarumaha Yeny Rokhilawati Yohana Exelsia Sitanggang Yunisa Friscia Yusri