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All Journal CAPITALIS (JOURNAL OF SOCIAL SCIENCES) BORJUIS (JURNAL OF ECONOMY) NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS)
Agus Syam
Entrepreneurship Study Program, Makassar State University
Religion Humanities Social Sciences

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THE INFLUENCE OF PRODUCT DIFFERENTIATION STRATEGIES, DIGITAL MARKETING AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE IN THE SDRA.WEAR MUSLIM FASHION BUSINESS Sri Mega Wahyuni Arwin; Agus Syam; Valentino Aris; Asmayanti; Andika Isma
CAPITALIS: JOURNAL OF SOCIAL SCIENCES Vol. 2 No. 3 (2025): JULI
Publisher : Adisam Publisher

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The Muslim fashion industry in Indonesia continues to grow in line with the increasing demand for apparel that aligns with Islamic religious and cultural values. Competition in this market has intensified with many local brands offering attractive designs. To survive and excel in this competition, Muslim fashion businesses must implement product differentiation strategies, digital marketing, and product innovation. This study aims to (1) analyze the significant influence of product differentiation strategies on competitive advantage, (2) examine the significant influence of digital marketing on competitive advantage, and (3) analyze the significant influence of product innovation on competitive advantage. The research employs a quantitative method using multiple regression analysis to examine the collected data, with instruments including surveys or questionnaires. The population of this study consists of SDRA.WEAR customers who have made purchases and provided online reviews. The sample was selected using convenience sampling, targeting 60 respondents who were easily accessible and willing to participate. The results of this study indicate that (1) there is no significant positive influence of the product differentiation strategy on competitive advantage in the Muslim fashion business SDRA.WEAR, (2) digital marketing significantly and positively influences competitive advantage, and (3) product innovation also has a significant impact on competitive advantage in the Muslim fashion business SDRA.WEAR.
THE INFLUENCE OF SERVICE AND PRODUCT VARIANTS ON CUSTOMER LOYALTY OF ADL GROCERY STORES ON PAJENEKANG ISLAND Ari darni latif; Agus Syam; Sumiati Tahir; Muhammad Rakib; Nur Halim
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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The purpose of this research is to determine the influence of service and product variants on customer loyalty at the Adl Grocery Store on Pajenekang Island. The independent variable in this research is the influence of service and product variants, while the dependent variable is customer loyalty. The population in this study was all 325 residents of Pajenekang Island. Meanwhile, the sample in this study was 65 respondents using random sampling techniques. Data collection was carried out by distributing a list of questions (questionnaires) to respondents. The data analysis technique used was multiple regression analysis using SPSS software. Based on the results of the analysis and discussion, it can be concluded that: The service influence variable (X1) has a partial influence on the dependent variable, namely the customer loyalty variable (Y). Furthermore, the product variant variable has a partial influence on the variable, namely customer loyalty (Y). the same (Simultaneous) effect on the dependent variable, namely Customer Loyalty (Y).
ANALYSIS OF MICRO SMALL MEDIUM ENTERPRISE (MSME) DEVELOPMENT STRATEGIES IN LENTU VILLAGE, BONTORAMBA DISTRICT, JENEPONTO REGENCY(A Study on "Bu Tina" Onion Crackers Business) Reski H.; Agus Syam; Muhammad Jufri; Muhammad Rakib; Sumiati Tahir
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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This study aims to analyze the development strategies of Micro, Small, and Medium Enterprises (MSMEs) with a case study on the "Bu Tina" onion crackers business in Lentu Village, Bontoramba District, Jeneponto Regency. The research uses a qualitative descriptive method by collecting data through interviews, observations, and documentation. SWOT analysis is employed to identify internal and external factors that influence business development. The results show that "Bu Tina" onion crackers business has strengths in product uniqueness and local raw materials, but faces challenges in limited marketing reach and production capacity. Opportunities such as increasing consumer demand and support from local government programs can be leveraged to overcome these weaknesses. The recommended strategy is a growth-oriented approach through product diversification, strengthening branding, and expanding distribution channels. The study highlights the importance of strategic planning in improving MSME sustainability and competitiveness at the village level.
THE INFLUENCE OF PRICE ND SERVICE QUALITY ON PURCHASE DECISIONS AT TOKO MARANNU IN GOWA REGENCY Rusni Andriani Rani; Muhammad Jufri; Asmayanti; Agus Syam; Sumiati Tahir
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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Pricing strategy and quality service play a crucial role in attracting consumer interest and encouraging purchasing decisions. Competitive prices that match product quality will create a positive perception among consumers, while good service will provide a pleasant shopping experience and build consumer trust. This study aims to determine the influence of Price and Service Quality on Purchase Decisions at Toko Marannu. The research uses a descriptive quantitative approach, with the population consisting of all customers who shop at Toko Marannu. Data were collected through the distribution of questionnaires using the Maholtra formula for sampling, with a total of 65 respondents. Data analysis was performed using multiple linear regression with SPSS. The results show that: 1) the Price variable has a significant effect on Purchase Decisions; 2) the Service Quality variable has a significant effect on Purchase Decisions; and 3) Price and Service Quality simultaneously have a significant effect on Purchase Decisions. The Adjusted R Square value is 50.4%, indicating that Price and Service Quality explain 50.4% of the variance in Purchase Decisions, while the remaining 49.6% is explained by other variables not examined in this study.
THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON PURCHASING DECISIONS AT ES BERKAH BUSINESS IN SOPPENG REGENCY Nurul Akbar; Agus Syam; Andika Isma; Muhammad Jufri; Nur Halim
NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Vol. 1 No. 8 (2025): JULI
Publisher : CV. ADIBA AISHA AMIRA

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This study aims to determine the influence of product quality and price on purchasing decisions at the Es Berkah business in Soppeng Regency. The research uses a quantitative approach with data collected through questionnaires distributed to consumers who have made purchases at Es Berkah. The variables studied include product quality and price as independent variables, and purchasing decision as the dependent variable. Data analysis was conducted using multiple linear regression. The results show that both product quality and price have a positive and significant effect on purchasing decisions. Among the two variables, product quality has a stronger influence. These findings suggest that improving product quality while maintaining competitive pricing can effectively increase consumer purchasing decisions at Es Berkah. The study provides practical implications for small business operators to focus on quality improvement strategies to strengthen market positioning.
STRATEGY OF SEAWEED UMKM DEVEOPMENT IN UJUNG BAJI VILLAGE, SANROBONE DISTRICT,TAKALAR REGENCY (CASE STUDY OF MAKKIO DALLE COOPERATIVE) Sri Narti Baharuddin; Marhawati Najib; Agus Syam; Muhammad Rakib; Andika Isma
NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Vol. 1 No. 8 (2025): JULI
Publisher : CV. ADIBA AISHA AMIRA

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This type of research is conducted using a qualitative field method (field research). The research approach used in this study is a qualitative observation approach, The research design used is a qualitative approach, Data collection methods used in this study include: Interviews, Observations, Documentation. This study analyzes the development strategy of seaweed MSMEs in Ujung Baji Village based on a SWOT analysis. The results show that strengthening competitive advantages such as clean waters, fast harvest cycles, and high carrageenan content can be the foundation for competing in the cosmetic, pharmaceutical, and export markets. However, challenges such as limited capital, traditional technology, dependence on raw materials, and threats of market competition and environmental damage hinder optimal potential. Strategic solutions include modernization of cultivation, diversification of processed products, HR training, organic certification, and digital marketing. Multi-party collaboration (government, private sector, MSMEs) and ongoing assistance are needed to increase added value, reduce dependence on middlemen, and create a sustainable value chain. Although the existing strategy is right, more concrete implementation and long-term commitment are still needed to achieve inclusive and competitive economic transformation.
Co-Authors Andika Isma Ari darni latif Asmayanti Marhawati Najib Muhammad Jufri Muhammad Rakib Nur Halim Nurul Akbar Reski H. Rusni Andriani Rani Sri Mega Wahyuni Arwin Sri Narti Baharuddin Sumiati Tahir Valentino Aris