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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management MANDAR: Management Development and Applied Research Journal Abdimas Langkanae Journal of Entrepreneur, Business and Management Ininnawa: Jurnal Pengabdian Masyarakat Journal Of Entrepeneurship and Strategic Management (JESM) Journal of Innovative and Creativity
Andi Reski Nurhikmah
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Personal Branding Influencer terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Mahasiswa Kewirausahaan Fakultas Ekonomi Universitas Negeri Makassar Asmayanti Asmayanti; Andi Reski Nurhikmah; Hasisa Haruna; Andi Rinda Oktariani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.3935

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh personal branding influencer terhadap keputusan pembelian melalui kepercayaan konsumen pada mahasiswa Kewirausahaan Fakultas Ekonomi Universitas Negeri Makassar. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan kausal, serta analisis data dilakukan menggunakan Structural Equation Modeling (SEM) Partial Least Square (PLS). Populasi penelitian ini adalah seluruh mahasiswa aktif Program Studi Kewirausahaan yang menggunakan media sosial dan pernah terpapar konten influencer, dengan sampel sebanyak 120 responden yang diambil menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa personal branding influencer berpengaruh positif dan signifikan terhadap kepercayaan konsumen dan keputusan pembelian. Selain itu, kepercayaan konsumen terbukti memediasi hubungan antara personal branding influencer dan keputusan pembelian. Temuan ini menegaskan bahwa influencer yang kredibel, konsisten, dan interaktif dapat meningkatkan kepercayaan mahasiswa terhadap produk, sehingga mendorong niat dan keputusan pembelian secara signifikan.
Analisis Rantai Pasok dan Dampaknya terhadap Efisiensi Operasional: Studi Kasus pada Philoskopia Café Makassar utiana usman; Asmayanti; Andi Reski Nurhikmah
Journal of Entrepreneurship and Strategic Management Vol. 5 No. 01 (2026): Journal Of Entrepeneurship and Strategic Management
Publisher : Program Pascasarjana Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jesm.v5i01.674

Abstract

Bisnis kafe di Indonesia mengalami pertumbuhan pesat, namun banyak pelaku usaha khususnya skala kecil-menengah menghadapi tantangan kompleks dalam mengelola rantai pasok. Penelitian ini menganalisis penerapan manajemen rantai pasok dan dampaknya terhadap efisiensi operasional pada Philoskopia Café di Makassar. Menggunakan pendekatan kualitatif dengan desain studi kasus tunggal, data dikumpulkan melalui wawancara mendalam dengan owner dan observasi langsung. Hasil penelitian mengungkapkan konfigurasi rantai pasok hybrid dimana Philoskopia Café menerapkan strategi multi-supplier yang terdiferensiasi dengan dua pemasok tetap untuk komoditas inti (Fatgoad.id untuk biji kopi dan Frezzo untuk bubuk minuman) dan pemasok lokal untuk bahan pendukung. Frekuensi pengiriman bulanan dan ketergantungan pada safety stock yang dikelola manual menimbulkan kerentanan terhadap stock-out. Analisis tiga aliran utama menunjukkan: (1) Aliran produk telah berjalan memadai namun terdapat titik kritis dalam sistem pengelolaan stok; (2) Aliran informasi mengalami dikotomi antara sistem digital untuk transaksi dan sistem manual untuk pencatatan stok, menciptakan gap informasi yang signifikan; (3) Aliran keuangan menunjukkan efisiensi melalui pemanfaatan diskon 10% dan pembayaran digital QRIS, namun terhambat oleh sentralisasi pengelolaan. Temuan kunci penelitian mengidentifikasi bahwa akar inefisiensi operasional terletak pada terbatasnya integrasi sistemik antar ketiga aliran rantai pasok.
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.
Edukasi dan Penerapan Sistem Biaya Standar Sebagai Strategi Eliminasi Inefisiensi Produksi UMKM Aisyah Zarkasi; Khaerun Nisa SH; Andi Nurul Tenriwali Hasanuddin; Muh. Irshan Sachrir; Andi Reski Nurhikmah
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2026): Vol. 4 No. 1 (2026): Volume 04 Nomor 01 (Mei 2026)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/cb63vy38

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberikan edukasi dan menerapkan sistem biaya standar sebagai strategi eliminasi inefisiensi produk pada UMKM. Mitra menghadapi permasalahan utama berupa ketidakefisienan penggunaan bahan baku karena tidak adanya takaran baku, ketiadaan target biaya tenaga kerja langsung, serta kesulitan mengendalikan biaya overhead yang dicatat secara agregat. Metode pelaksanaan kegiatan menggunakan pendekatan sosialisasi partisipatif yang melibatkan pemilik usaha, perwakilan karyawan bagian produksi, dan karyawan bagian pencatatan bahan baku.  Hasil kegiatan menunjukkan bahwa sosialisasi berhasil meningkatkan pemahaman mitra secara signifikan. Kegiatan sosialisasi biaya standar efektif sebagai langkah awal membangun kapasitas manajerial UMKM menuju pengendalian biaya produksi yang lebih baik dan peningkatan profitabilitas berkelanjutan.
Pemberdayaan Siswa Sekolah Dasar melalui Kegiatan Market Day untuk Membangun Kreativitas dan Kemandirian Berwirausaha Rahmat Hidayat; Yulnita Muchtar; Damas Gianlugi Alrizqi; Andi Reski Nurhikmah; Nurul Haeriyah Ridwan
Abdimas Langkanae Vol. 5 No. 2 (2025)
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53769/jpm.v5i2.546

Abstract

Tujuan program pengabdian adalah menanamkan karakter kewirausahaan dan meningkatkan literasi keuangan siswa SD IT Unggulan Mawaddah melalui kegiatan Market Day berbasis pendekatan participatory action learning system (PALS). Kegiatan Market Day menjadi media pembelajaran berbasis proyek (project-based learning) yang memberikan pengalaman langsung kepada siswa dalam proses perencanaan, produksi, pemasaran, hingga evaluasi produk. Kegiatan pengabdian ini dilaksanakan di SD IT Unggulan Mawaddah dengan tujuan menanamkan nilai-nilai karakter kewirausahaan serta meningkatkan literasi keuangan dasar melalui pendekatan Participatory Action Learning System (PALS). Metode pelaksanaan meliputi tahap persiapan, produksi, pelaksanaan transaksi, dan refleksi pascakegiatan yang melibatkan guru, siswa, dan orang tua secara kolaboratif. Hasil pengabdian menunjukkan adanya peningkatan pada aspek kreativitas produk, kepercayaan diri, kemampuan komunikasi, kerja sama tim, serta pemahaman sederhana mengenai perhitungan biaya dan keuntungan. Selain itu, dapat memperkuat kemitraan sekolah–orang tua dan menghasilkan modul pembelajaran Market Day berbasis pembelajaran kontekstual, serta dampak jangka panjang berupa model ekosistem kewirausahaan berkelanjutan di sekolah dasar.
The Influence of Influencer Marketing and Marketplace Platforms on Online Fashion Buying Interest in Generation Z Through Consumer Motivation Andi Reski Nurhikmah; Nurliana Nurliana
Journal of Entrepreneur, Business and Management Vol 4, No 1 (2026): Journal of Entrepreneur, Business and Management
Publisher : Entrepreneurship Undergraduate Program at Amkop Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/jebm.v4i1.222

Abstract

Fashion is a form of self-expression that reflects a person's identity, lifestyle, and social status. In addition to being a basic need, fashion is also a means  of visual  communication that allows individuals to express their personality, aesthetic preferences, and cultural affiliations. Along with the development of technology, especially through online platforms and social media, fashion is also increasingly accessible to various groups, including the younger generation (generation z), who are heavily influenced by influencers and digital trends. Therefore, fashion is now not only related to the aspect of style, but also to the ever-evolving social, cultural, and economic dynamics. One way to understand the behavioral dynamics of the younger generation in the fashion  industry is to look at the role of digital marketing, especially through influencer marketing and marketplace platforms. This study aims to determine the direct and indirect influence of influencer marketing, marketplace platforms, and consumer motivation on online fashion buying interest. This study uses a quantitative approach of the Descriptive Explanatory  type which describes the relationship between variables with a population of 114 Generation Z. Sampling technique using Proportional Random Sampling amounted to 80 students of generation z. The results of the study showed that directly and indirectly influencer marketing, marketplace platforms, consumer motivationhas a significant effect on the interest in buying fashion online. Based on the research that has been conducted, it is expected to enrich the understanding of Generation Z's digital consumer behavior and contribute to the development of marketing strategies that are more relevant and impactful for  the online fashion  industry as well as provide practical benefits for marketers and brands in developing the right marketing strategy.
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 Aisyah Zarkasi Andi Nurul Tenriwali Hasanuddin Andi Rinda Oktariani Asmayanti Asmayanti Asmayanti Asriyani Amrullah Damas Gianlugi Alrizqi Hasisa Haruna Khaerun Nisa SH Muh. Irshan Sachrir Nurliana Nurliana Nurul Haeriyah Ridwan Rahmat Hidayat Siti Nardiyah Muhrami utiana usman Yulnita Muchtar