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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management MANDAR: Management Development and Applied Research Journal Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Jurnal Bersama Pengabdian Kepada Masyarakat
Asriyani Amrullah
Universitas Negeri Makassar
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Pengembangan Kapasitas Karyawan UMKM Melalui Pemasaran Berbasis Komunitas dan Pengaruhnya Terhadap Keunggulan Bersaing Asriyani Amrullah; Andi Reski Nurhikmah; Siti Nardiyah Muhrami
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 3 (2025): November 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i3.4346

Abstract

This study aims to analyze the development of MSME employees’ capacity through community-based marketing and its influence on competitive advantage in the digital era. As the backbone of Indonesia’s economy, MSMEs face challenges in human resource quality, particularly in digital literacy and marketing skills. Adopting a descriptive qualitative approach, this research was conducted among MSMEs in Makassar City that actively use social media to engage with customer communities. Data were collected through in-depth interviews, participatory observations, and documentation, then analyzed thematically using NVivo software. The findings demonstrate that enhancing employees’ skills in digital literacy, communication, and community data analysis significantly contributes to customer loyalty, product innovation, as well as brand differentiation and identity. Community-based marketing not only fosters stronger emotional relationships with customers but also improves marketing efficiency through word-of-mouth and accelerates innovation cycles through co-creation practices. These results suggest that MSMEs’ competitive advantage is multidimensional, shaped by the synergy between human resource capacity development, digital community management, and dynamic capabilities in adapting to market changes. Furthermore, this study highlights the role of digital platforms as enablers of sustainable marketing practices, reinforcing MSMEs’ adaptability and resilience in the globalized marketplace. Consequently, the study contributes to digital marketing literature and offers practical recommendations for MSMEs, including continuous employee training, collaborative innovation, and strategic use of social media, to sustain competitiveness in increasingly dynamic and globalized business environments.
Reorientasi Strategis dalam Ketidakpastian: Peran Mediasi Orientasi Profitabilitas dalam Membangun Ketahanan UMKM Asriyani Amrullah; Mildayanti Mildayanti; Dwiyanti Dwiyanti; Sudarmi Sudarmi
Jurnal Ekonomi, Akutansi dan Manajemen Nusantara Vol. 5 No. 1 (2026): Edisi Mei - Agustus
Publisher : Utiliti Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jeama.v5i1.767

Abstract

Penelitian ini bertujuan menganalisis mekanisme transformasi UMKM dari fokus pertumbuhan menuju profitabilitas untuk membangun ketahanan di tengah tekanan ekonomi. Menggunakan desain kuantitatif dengan sampel 152 UMKM sektor konsumen di Indonesia, data dianalisis menggunakan PLS-SEM. Hasil menunjukkan tekanan ekonomi secara signifikan mendorong orientasi profitabilitas (β = 0,38; p < 0,001) yang memediasi penuh hubungan terhadap ketahanan (β = 0,18). Pergeseran perilaku konsumen terbukti memperkuat reorientasi ini (β = 0,17). Ketahanan bukan respons otomatis, melainkan hasil rekonfigurasi sumber daya yang disengaja melalui disiplin margin dan efisiensi. Penelitian ini bertujuan menganalisis bagaimana tekanan ekonomi memengaruhi ketahanan UMKM melalui mekanisme reorientasi strategis berbasis profitabilitas. Studi ini didasarkan pada Resource-Based View (RBV) dan logika trade-off pertumbuhan–profitabilitas. Data dikumpulkan dari 152 UMKM sektor konsumen di Indonesia menggunakan survei terstruktur dan dianalisis dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa tekanan ekonomi berpengaruh signifikan terhadap orientasi profitabilitas ( β = 0,38; p < 0,001), yang selanjutnya berpengaruh signifikan terhadap ketahanan (β = 0,47; p < 0,001). Orientasi profitabilitas terbukti memediasi secara penuh hubungan antara tekanan ekonomi dan ketahanan (β tidak langsung = 0,18; CI [0,11–0,27]). Selain itu, pergeseran perilaku konsumen memperkuat hubungan antara tekanan ekonomi dan orientasi profitabilitas (β = 0,17; p < 0,01). Temuan ini menunjukkan bahwa ketahanan UMKM tidak terbentuk secara langsung dari tekanan eksternal, melainkan melalui transformasi strategis yang berorientasi pada profitabilitas. Implikasi penelitian menekankan pentingnya penguatan kapabilitas manajerial UMKM dalam pengelolaan profitabilitas untuk menghadapi ketidakpastian ekonomi.
Pengaruh Inovasi Produk terhadap Profitabilitas dan Daya Saing Usaha Kreatif: Peran Mediasi Keunggulan Kompetitif Dwiyanti Dwiyanti; Hasisa Haruna; Nur Aslindawaty; Asriyani Amrullah
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 4 No. 6 (2026): Mei 2026
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v4i6.264

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh inovasi produk terhadap profitabilitas dan daya saing usaha kreatif dengan peran mediasi keunggulan kompetitif. Pendekatan yang digunakan adalah kuantitatif dengan desain eksplanatori, menggunakan data primer yang diperoleh melalui kuesioner kepada pelaku usaha kreatif. Analisis data dilakukan dengan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap keunggulan kompetitif, profitabilitas, dan daya saing. Keunggulan kompetitif juga terbukti berpengaruh signifikan terhadap profitabilitas dan daya saing usaha. Selain itu, keunggulan kompetitif berperan sebagai mediator parsial dalam hubungan antara inovasi produk dengan profitabilitas dan daya saing. Temuan ini mengindikasikan bahwa inovasi produk tidak secara otomatis meningkatkan kinerja usaha tanpa adanya mekanisme konversi menjadi keunggulan kompetitif. Penelitian ini memberikan kontribusi teoretis dengan memperkuat peran keunggulan kompetitif sebagai mekanisme penting dalam hubungan antara inovasi dan kinerja usaha. Secara praktis, hasil penelitian ini menegaskan pentingnya strategi inovasi yang terintegrasi dengan upaya pembangunan keunggulan kompetitif untuk meningkatkan profitabilitas dan daya saing usaha kreatif.
Algorithmic Pressure pada Pelaku UMKM: Analisis Ketergantungan terhadap Platform Digital dalam Ekonomi Berbasis Platform Siti Nardiyah Muhrami; Asriyani Amrullah; Agung Muliaman Anas; Mildayanti Mildayanti; Sudarmi Sudarmi
Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Vol. 4 No. 6 (2026): Mei 2026
Publisher : PT Seval Literindo Kreasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57141/kompeten.v4i6.265

Abstract

Ekspansi ekonomi platform telah mengubah cara usaha mikro, kecil, dan menengah (UMKM) beroperasi dalam pasar digital. Penelitian ini bertujuan untuk menganalisis bagaimana sistem algoritmik memengaruhi perilaku dan ketergantungan UMKM dalam lingkungan berbasis platform. Penelitian ini menggunakan pendekatan kualitatif multi-kasus dengan melibatkan 12 informan UMKM dari berbagai kategori usaha dan platform digital. Analisis data dilakukan menggunakan analisis tematik dan pendekatan Gioia. Hasil penelitian menunjukkan bahwa UMKM menghadapi tekanan algoritmik yang berkelanjutan melalui empat mekanisme utama, yaitu tekanan visibilitas, tekanan kinerja, tekanan promosi, dan ketidakpastian algoritma. Tekanan ini mendorong munculnya kepatuhan adaptif, di mana UMKM menyesuaikan strategi bisnis mereka sesuai dengan logika dan metrik platform. Dalam jangka panjang, proses ini menghasilkan peningkatan ketergantungan terhadap platform, khususnya dalam hal akses pelanggan, lalu lintas, dan pendapatan. Penelitian ini berkontribusi dengan memperluas konsep manajemen algoritmik ke ranah pelaku usaha serta memperkenalkan tekanan algoritmik sebagai mekanisme tata kelola platform. Selain itu, penelitian ini merekonseptualisasi ketergantungan sebagai fenomena dinamis yang dibentuk melalui interaksi berkelanjutan dengan sistem algoritmik.
Program Kebun Pekarangan Rumah Mildayanti Mildayanti; Dwiyanti Dwiyanti; Asriyani Amrullah; Siti Nardiyah Muhrami; Muh. Irshan Sachir
Jurnal Bersama Pengabdian Kepada Masyarakat (SAMAMAS) Vol. 1 No. 3 (2025): September 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/samamas.v1i3.308

Abstract

The Home Garden Program in Dusun Bancee, Poleonro Village, Libureng Subdistrict, represents a community-based intervention aimed at improving local food security, promoting sustainable land use, and strengthening household economic resilience. This initiative encourages the productive use of residential yard space by cultivating vegetables, fruits, medicinal plants (TOGA), and spices. The program adopts a participatory and educational approach, involving regular training, technical workshops, and field assistance. Initial outcomes indicate significant improvements in residents' gardening skills, better dietary patterns through access to fresh produce, and reduced household food expenses. Moreover, it fosters social values such as mutual cooperation and independence through collective gardening efforts. Environmentally, the program enhances awareness of organic farming practices and supports local biodiversity conservation. Beyond improving quality of life, it serves as an innovative and replicable model of sustainable home garden management for other rural communities. The program’s success highlights how agroecology-based local approaches can provide practical, impactful solutions to food, economic, and environmental challenges at the village level.
The Meaning of Self-Reward: A Phenomenological Exploration of Consumer Experiences in Everyday Consumption Nurul Haeriyah Ridwan; Asriyani Amrullah; Andi Reski Nurhikmah
MANDAR: Management Development and Applied Research Journal Vol. 8 No. 2 (2026): June Period
Publisher : Universitas Sulawesi Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31605/mandar.v8i2.6883

Abstract

The contemporary consumption landscape has shifted from merely fulfilling functional needs to symbolic and emotional experiences, within which the self-reward phenomenon has become a prominent practice. However, existing literature remains largely dominated by quantitative approaches that focus on behavioral antecedents, thereby providing a limited exploration of how consumers assign meaning to their lived experiences regarding self-reward. This research aims to explore the meaning of self-reward through the lens of consumer lived experiences in everyday consumption. This research involved eight informants in Makassar City, Indonesia, selected through purposive sampling. Data were collected through semi-structured in-depth interviews, non-participant observations, and relevant documentation. Data analysis reveals that self-reward is not merely a materialistic purchasing act but a multidimensional experiential practice. The findings identify key emerging dimensions, namely: Self-Appreciation, Emotional Restoration, Personal Achievement, Identity Affirmation, and Psychological Well-Being. Consumers construct the meaning of self-reward as an intrapersonal symbolic dialogue and a coping mechanism to restore emotional balance and negotiate identity amid the demands of modern life. This study contributes to consumer behavior literature by revealing that self-reward is constructed as an intrapersonal symbolic dialogue grounded in perceived deservingness and conscious reflection, through which consumers transform everyday consumption into a meaningful process of emotional restoration, identity affirmation, and psychological well-being. These findings provide practical implications for marketers to design ethical and meaningful consumption experiences that emphasize personal achievement rather than mere product acquisition
Co-Authors Agung Muliaman Anas Andi Reski Nurhikmah Dwiyanti Dwiyanti Hasisa Haruna Mildayanti Mildayanti Muh. Irshan Sachir Nur Aslindawaty Nurul Haeriyah Ridwan Siti Nardiyah Muhrami Sudarmi Sudarmi