Article Per Year (5 Year)
p-Index From 2021 - 2026
0.751
P-Index
This Author published in this journals
All Journal Journal of Artificial Intelligence and Digital Business Ininnawa: Jurnal Pengabdian Masyarakat Bata Ilyas Educational Management Review Jejak digital: Jurnal Ilmiah Multidisiplin
Azmi, Mufidatul
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Enhancing Competitiveness through Strategic Analysis in the Makassar Coffee Shop Industry Azmi, Mufidatul; Ikram M, Muhaidir; Huzaen, Chairunnisaa M. Z.
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.v4i4.3531

Abstract

This study examines the competitive strategy of Skena Coffee in navigating the intensifying market competition within Makassar’s rapidly expanding coffee shop industry. Utilizing a qualitative case study design, the research employs an integrated analytical approach comprising PESTEL, SWOT, IFAS, and EFAS frameworks to obtain a comprehensive assessment of the firm’s internal capabilities and external environmental conditions. The empirical findings demonstrate that Skena Coffee holds a strong internal strategic position, as indicated by an IFAS score of 3.06, supported by product differentiation, advantageous geographic placement, and consistent service quality. Concurrently, the company benefits from favorable external opportunities, reflected in an EFAS score of 3.12, including the increasing prevalence of coffee consumption and the rising influence of digital engagement on consumer behavior. The firm’s placement within Quadrant I of the IE Matrix denotes an aggressive “grow and build” strategic orientation, signaling a capacity to pursue expansion, innovation, and intensified market engagement. Based on this strategic mapping, the study proposes the adoption of Strength Opportunity (SO) strategies, particularly through market penetration via additional outlet development, continuous innovation and refinement of menu offerings aligned with shifting consumer preferences, and the enhancement of digital marketing systems through optimized social media utilization and strengthened online customer interaction. Collectively, these strategic directives are projected to reinforce Skena Coffee’s competitive positioning and support its long-term sustainability within the structurally dynamic and increasingly competitive F&B sector in Makassar.
PEMBERDAYAAN UMKM KOPI MELALUI SEMINAR KEWIRAUSAHAAN UNTUK STRATEGI BRANDING PRODUK Mufidatul Azmi; Z. Huzaen, Chairunnisaa M.; Nidrah, Nidrah; Haz, Andi Nurfiana; Kurniawati, Rika
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Volume 03 Nomor 02 (Oktober 2025)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/ininnawa.v3i2.10470

Abstract

ABSTRAK Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberdayakan UMKM berbasis kopi di daerah pedesaan melalui seminar kewirausahaan dengan tema “Membangun Jiwa Wirausaha dari Desa: Menggali Potensi Tanaman Kopi sebagai Komoditas Lokal Bernilai Tinggi.” Seminar ini berfokus pada dua pokok bahasan, yaitu eksplorasi potensi ekonomi kopi lokal dan strategi branding produk kopi untuk meningkatkan daya saing. Kegiatan ini dilaksanakan pada Juli 2025 dengan melibatkan pelaku UMKM, mahasiswa, dan masyarakat desa sebagai peserta. Hasil kegiatan menunjukkan bahwa peserta memperoleh pemahaman yang lebih mendalam mengenai nilai strategis kopi sebagai komoditas unggulan serta mampu merancang ide dasar branding melalui pengembangan identitas merek, diferensiasi produk, dan storytelling. Kegiatan ini berkontribusi dalam meningkatkan kapasitas dan daya saing UMKM, khususnya dalam membangun citra dan nilai tambah produk kopi di pasar
Sentimen Audiens terhadap Platform Short-Form Drama: Analisis Sentimen dan Topik Ulasan DramaBox Azmi, Mufidatul; Haz, Andi Nurfiana
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 2 (2026): MARET 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/spt0jy20

Abstract

Pertumbuhan pesat platform short-form drama telah mengubah pola konsumsi media digital, khususnya di kalangan pengguna perangkat mobile yang cenderung menyukai konten naratif berdurasi singkat. Penelitian ini menganalisis sentimen audiens terhadap aplikasi short-form drama DramaBox untuk menghasilkan wawasan yang dapat dimanfaatkan dalam perumusan strategi pemasaran digital. Sebanyak 134.309 ulasan pengguna dikumpulkan dari platform distribusi aplikasi, dan setelah dilakukan penyaringan bahasa, diperoleh 1.228 ulasan berbahasa Indonesia yang digunakan sebagai data analisis. Klasifikasi sentimen dilakukan menggunakan model berbasis IndoBERT, sedangkan topic modeling menggunakan Latent Dirichlet Allocation (LDA) diterapkan untuk mengidentifikasi topik-topik dominan pada sentimen positif dan negatif. Hasil penelitian menunjukkan bahwa sentimen audiens terhadap DramaBox didominasi oleh sentimen positif, yang mencerminkan apresiasi pengguna terhadap kualitas cerita, daya tarik narasi, dan pengalaman hiburan secara keseluruhan. Analisis topik pada ulasan positif menegaskan kekuatan platform pada aspek konten dan kenikmatan menonton. Sebaliknya, analisis sentimen negatif mengungkap isu berulang terkait intensitas iklan, mekanisme monetisasi, aksesibilitas episode, serta kinerja teknis aplikasi. Temuan ini menunjukkan bahwa analisis sentimen dan topik pada ulasan pengguna dapat dimanfaatkan sebagai alat intelijen pemasaran untuk mendukung strategi positioning konten, optimalisasi monetisasi, serta peningkatan pengalaman pengguna pada platform short-form drama
The Role Of Consumer Trust In Ai-Driven Personalized Marketing And Purchase Decisions Azmi, Mufidatul; Huzaen, Chairunnisaa Miftahurrahmah Zenida; Eryanti, Ade Vidya
Bata Ilyas Educational Management Review Vol. 6 No. 1: January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/biemr.v6i1.3828

Abstract

This study examines the role of AI-Driven Consumer Trust in mediating the relationship between AI-Driven Personalized Marketing and Consumer Decision-Making among Generation Z consumers in Makassar, Indonesia. A quantitative explanatory design was employed, and data were collected from 128 respondents using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that AI-driven personalized marketing significantly influences consumer decision-making both directly and indirectly through consumer trust, confirming a partial mediating effect. These results suggest that while personalization enhances the relevance and effectiveness of marketing content, its impact on decision-making is strengthened when consumers develop trust in AI-based systems. Conversely, ethical and privacy implications were not found to have a significant direct effect on consumer decision-making. This finding implies that, within the Generation Z context, perceived practical benefits such as relevance and convenience tend to outweigh normative concerns related to data ethics and privacy. The study contributes to the literature by providing empirical evidence on the mediating role of trust in AI-driven marketing within an emerging market context.
Co-Authors Eryanti, Ade Vidya Haz, Andi Nurfiana Huzaen, Chairunnisaa M. Z. Huzaen, Chairunnisaa Miftahurrahmah Zenida Ikram M, Muhaidir Nidrah, Nidrah Rika Kurniawati