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All Journal Jurnal Pengabdian Kepada Masyarakat Journal of Studies in Academic, Humanities, Research, and Innovation International Journal of Education Management and Religion
Hasnidar
Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Marketing Communication Trends in MSMEs and Their Implications for Consumer Behavior: A Systematic Literature Review (2015–2025) Hasnidar
International Journal of Education Management and Religion Vol. 3 No. 2 (2026): July 2026
Publisher : Pondok pesantren As-salafiyah As-Safi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/ijemr.v3i2.1692

Abstract

: Digital marketing communications have undergone a fundamental transformation that has encouraged micro, small, and medium enterprises (MSMEs) to adopt new approaches in reaching and retaining consumers. This study aims to identify, evaluate, and synthesize scientific literature on marketing communications trends in MSMEs and their implications for consumer behavior. This study uses a Systematic Literature Review with the Prisma Method with the help of Boolean operators (AND, OR, NOT) and the Mendeley Application. This study is limited to searching only journal articles from Scopus, Web of Science, ScienceDirect, Emerald Insight, Springer, and Google Scholar, published between 2015 - 2025. A total of 30 articles met the inclusion criteria and became the basis for the synthesis in this study. The main findings show five dominant themes: (1) the evolution of marketing communications from traditional to digital and omnichannel; (2) the dominance of social media platforms, especially Instagram, TikTok, and WhatsApp Business, as the main communication channels for MSMEs; (3) the strategic role of content marketing and user-generated content in building customer engagement; (4) the significance of nano- and micro-scale influencer marketing in driving consumer trust; and (5) the significant impact of digital marketing communications on consumer trust, loyalty, and purchasing decisions. Practically, these findings provide strategic guidance for MSMEs in designing effective marketing communications in the digital era. Future research is recommended to explore the role of artificial intelligence, metaverse marketing, and hyper-personalization in the MSME context.  Recent studies also indicate the growing influence of emerging technologies such as artificial intelligence (AI), marketing automation, predictive analytics, and metaverse-based consumer interactions in shaping future MSME marketing communication strategies. These developments suggest that MSMEs are increasingly moving beyond conventional social media utilization toward more personalized and data-driven marketing approaches.
Pengembangan Keterampilan Penetapan Harga Produk Rumah Tangga melalui Pelatihan Strategi Harga dan Perhitungan HPP Samsu Alam S; Achmad Ridha; Hasnidar; Azlan Azhari; Ushwa Dwi Masrurah Arifin Bando
Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2026): Jurnal Pengabdian Kepada Masyarakat
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jpkm.v2i2.2172

Abstract

Permasalahan utama yang dihadapi pelaku usaha rumah tangga adalah ketidaktepatan dalam menetapkan harga jual produk akibat keterbatasan pemahaman mengenai perhitungan Harga Pokok Produksi (HPP) dan strategi harga. Kondisi ini juga dialami oleh kelompok PKK di Desa Tarowang, Kabupaten Jeneponto, Sulawesi Selatan, yang sebagian besar masih menentukan harga secara intuitif tanpa memperhitungkan seluruh komponen biaya produksi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengembangkan keterampilan penetapan harga produk rumah tangga melalui pelatihan strategi harga dan perhitungan HPP. Metode yang digunakan adalah pendekatan partisipatif melalui tahapan penyadaran, penguatan kapasitas, pemberian daya, dan evaluasi. Kegiatan dilaksanakan dalam bentuk pelatihan, praktik langsung, dan pendampingan perhitungan HPP serta penetapan harga jual. Evaluasi dilakukan menggunakan pre-test dan post-test untuk mengukur peningkatan pemahaman dan keterampilan peserta. Hasil kegiatan menunjukkan adanya peningkatan yang signifikan pada pemahaman konsep biaya produksi, kemampuan menghitung HPP, serta keterampilan menetapkan harga jual berbasis HPP. Pelatihan berbasis praktik terbukti efektif dalam meningkatkan kapasitas kelompok PKK dalam mengelola usaha rumah tangga secara lebih profesional. Kegiatan ini diharapkan dapat mendukung keberlanjutan usaha rumah tangga dan pemberdayaan ekonomi masyarakat desa.
Consumptive Behavior in Online Shopping among Office Workers in Non-Metropolitan Areas Hasnidar; Nila Ridayani; Jusri
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1015

Abstract

The development of e-commerce has changed people's consumption patterns, particularly in online fashion shopping activities, which increasingly encourages consumptive behavior. This study aims to analyze the influence of online shopping frequency, promotions and discounts, social media, and financial literacy on the consumptive behavior of office workers in Ujung Loe District, Bulukumba Regency. The study used a quantitative approach with a descriptive and associative design. Data were collected through an online questionnaire using Google Forms from 120 respondents selected using a purposive sampling technique. Data analysis was performed using multiple linear regression with the help of SPSS. The results of the study indicate that partially, online shopping frequency, promotions and discounts, and social media have a positive and significant influence on the consumer behavior of office workers. Meanwhile, financial literacy does not show a significant influence partially on consumer behavior. However, simultaneously, all four variables have a significant influence on consumer behavior, with a coefficient of determination of 61.20%. This finding indicates that office workers' consumer behavior in online fashion shopping is a multidimensional phenomenon influenced by external and internal factors. The novelty of this study lies in the focus on adult office workers and the context of non-metropolitan areas, which are still relatively limited in the study of online consumer behavior.
Human Resource Factors And Craftsman Productivity In The Creative Industry Of Rumah Atap Konjo Jusri; Bau Asni; Hasnidar
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1439

Abstract

: The local culture-based craft industry is an important part of the creative economy, playing a role in improving community welfare while preserving cultural heritage. However, this industry still faces a major challenge in the form of low artisan productivity. This study aims to analyze the influence of human resource factors, including skills, knowledge, training, work motivation, and working conditions, on the productivity of artisans at the Rumah Atap Konjo in Bulukumba Regency. The study used a quantitative approach with a survey method of 70 artisans, with data analysis using multiple linear regression. The results showed that simultaneously all human resource factors significantly influenced artisan productivity. However, partially, only knowledge and working conditions were proven to have a positive and significant effect on productivity, while skills, training, and work motivation did not show a significant effect. These findings indicate that in the local culture-based craft industry, productivity increases are more determined by cognitive aspects and work environment support than by individual factors that are homogeneous and inherited from generation to generation. This study provides an empirical contribution to the development of human resource studies in the culture-based creative industry and serves as a basis for the formulation of more contextual and sustainable artisan management policies and strategies.
Cultural Values, Norms And Lifestyle In Shaping Consumer Loyalty: The Moderating Role Of Digital Engagement Ansari Jayanti; Mulawarman Munsyir; Hasnidar; Tasrim
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1440

Abstract

This study examines the influence of cultural values, social norms, and lifestyle on consumer loyalty toward Roti Maros, a prominent local brand in South Sulawesi, Indonesia, while assessing the moderating role of digital engagement. The research is motivated by the increasing integration of cultural identity and digital behavior in shaping consumer-brand relationships, particularly in local product contexts that face the challenge of maintaining authenticity amid digital transformation. Employing a quantitative approach with a structured survey method, data were collected from 191 respondents who are repeat consumers of Roti Maros. The data were analyzed using Structural Equation Modeling (SEM) with WarpPLS to test direct and moderating relationships among latent constructs. However, digital engagement does not significantly moderate the relationship between cultural values and loyalty, and even shows an adverse moderating effect between norms, lifestyle, and loyalty. These findings suggest that while digital platforms enhance brand interaction, excessive digital reliance may weaken the cultural and social bonds that traditionally foster loyalty. The study contributes to understanding consumer behavior by integrating cultural and digital perspectives, offering managerial insights for developing culturally grounded yet digitally balanced marketing strategies.
Co-Authors Achmad Ridha Ansari Jayanti Azlan Azhari Bau Asni Jusri Mulawarman Munsyir Nila Ridayani Samsu Alam S Tasrim, Tasrim Ushwa Dwi Masrurah Arifin Bando