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Hasanuddin Economics and Business Review
Published by Universitas Hasanuddin
ISSN : 25493221     EISSN : 2549323X     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Hasanuddin Economics and Business Review (HEBR) is an international triannual open access and peer reviewed journal of economics and business. HEBR is published by Faculty of Economics and Business Hasanuddin University. The journal is published in both print and online versions.
Arjuna Subject : -
Articles 6 Documents
 1 
Search results for , issue "VOLUME 9 NUMBER 3, 2026" : 6 Documents clear
Agribusiness Performance through Innovation: The Case of Arabica Bemba Coffee in Enrekang Khairina , Indria; Rusdi, Muhammad; Herman, Bahtiar
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6777

Abstract

This study examines how innovation capability and market orientation influence agribusiness performance through post-harvest process innovation in the case of Bemba Arabica in Enrekang. A quantitative-explanatory design using PLS-SEM was employed with 80 multi-source respondents (farmers/groups, operators/QC, managers/marketing, B2B buyers). A Likert-type 1–5 instrument was tested for reliability and validity; a structural model assessed direct, indirect, and total effects. Results indicate innovation capability and market orientation have a significant positive effect on process innovation; process innovation has a significant positive effect on agribusiness performance. The direct effect of innovation capability on performance is small but significant, while the direct effect of market orientation on performance is insignificant indicating a dominant mediating role of process innovation. Findings confirm that standardized SOPs for fermentation–drying, QC/cupping, and traceability are the primary pathways for converting “market voice” and innovation capability into economic value. Practical implications include prioritizing standardization across suppliers, strengthening measurement/experimentation capacity, and managing structured market feedback.
The Impact of AI-Driven Predictive Marketing on Ethical Perceptions and Strategic Business Outcomes Rianda Ridho Hafizh Thaha; Abdul Razak Munir; Thenmozly Pandurengan
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6802

Abstract

AI-driven predictive marketing promises superior targeting, personalization, and decision speed, yet its strategic payoffs depend on how customers and managers judge the ethics of its use. This study examines whether and how capability in AI-powered predictive marketing improves strategic business outcomes by shaping ethical perceptions in privacy and consent, transparency and explainability, and fairness and non-discrimination. Drawing on Resource-Advantage theory, we propose and test a model in firms from Makassar, Indonesia, spanning creative industries, financial services, food and beverage, and technology. Using Partial Least Squares Structural Equation Modeling with higher-order constructs, we assess direct, indirect, and conditional effects, including mediation by governance quality and moderation by perceived manipulation and perceived market concentration or data dominance. The estimates show that stronger AI-PM capability is associated with more favorable ethical perceptions, and these perceptions relate positively to brand trust and credibility, innovation readiness, competitive advantage, and performance. Governance practices, consent management, bias audits across pre-, in-, and post-processing, and explainability routines, act as the primary mechanism strengthening ethical perceptions and outcomes. Conversely, perceived manipulative design weakens capability–outcome links, and perceptions of market concentration reduce the ethical appraisal of personalization efforts. The findings position ethics-by-design as a market-based resource that renders data and algorithmic investments more legitimate and defensible over time. Managerially, firms should pair analytics stacks with governance stacks and invest in complementary IT and organizational readiness, while policymakers can enhance contestability and transparency to preserve choice and fairness in data-intensive markets.
The Effect of Augmented Reality in Online Beauty Retail on Brand Perception Sari, Mulyana; Syahnur, Khaerunnisa Nur Fatimah
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6543

Abstract

One notable innovation is the use of Augmented Reality (AR), which allows consumers to virtually try on products, enhancing the online shopping experience. This study aims to examine the impact of AR usage and consumer engagement on the brand perception of Maybelline products on the Shopee e-commerce platform. Employing a quantitative explanatory research method, data were obtained through an online survey of 200 Shopee users in Indonesia who had interacted with AR features when exploring Maybelline products. The research investigates the relationships between AR, consumer engagement, and brand perception in the context of digital beauty marketing. The findings reveal that both AR usage and consumer engagement have a significant positive effect on brand perception. Moreover, consumer engagement is found to partially mediate the relationship between AR and brand perception. These results highlight the strategic importance of immersive technologies and active consumer involvement in building strong brand impressions. The study contributes to the growing body of knowledge on digital marketing in the beauty industry and offers practical insights for brands aiming to leverage AR tools to enhance customer experience and strengthen brand positioning in competitive e-commerce environments.
Strategic Decision Making for Facility Optimisation in Indonesia’s Gunung Kemala Oil Field Using AHP Agung Wibowo; Hermawan, Pri
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6572

Abstract

The focus of this research is the strategic optimisation of surface production facilities under capital and governance constraints, in Indonesia’s brownfield oil assets of Gunung Kemala (GNK), within a state-owned-enterprise (SOE) governance context. An integrated Multi Criteria Decision Making (MCDM) model is formulated, jointly involving Value-Focused Thinking (VFT) to organise policy objectives, Kepner–Tregoe (KT) Decision Analysis to filter “Must” criteria and “Want” criteria, and the Analytical Hierarchy Process (AHP) for ranking four strategic alternatives: i.e., constructing a new facility, upgrading current facilities, utlisation of idle assets and renting third-party infrastructures. The raw data was obtained through conversation, focused group discussion and expert pairwise comparison with seven experts from domain knowledge. The comparison results reveal that utilization of idle assets appears as the biggest preferred alternative (global priority weight = 0.547) and compared to greenfield & brownfield expansions. This dominance derives from the capital efficiency, faster deployment time, reduced regulatory exposure and better alignment with asset-governance constraints. This research presents an integrated VFT–KT–AHP decision framework that is designed specifically for the brownfield bottle necks in emerging-market upstream settings. It expands the traditional AHP application from technical based ranking to incorporate issues in governance feasibility and asset utilization strategies as an internal capital allocation decision logic, providing a solution model that is applicable with other SOE oriented energy systems.
Converging Paths to Resilience: Analyzing Food and Energy Security Dynamics in SULAMPUA Basri; Yusri
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6640

Abstract

This study examines the convergence of food and energy security in the Sulawesi, Maluku, and Papua (SULAMPUA) region as a key element of national resilience. Using a dynamic panel model with the Generalized Method of Moments (GMM) on data from 10 provinces (2018–2023), the analysis reveals that food security is strongly supported by agricultural technology assistance, which boosts productivity despite shrinking farmland. Equitable fertilizer subsidies are also critical, while natural disasters require targeted adaptation strategies. On the energy side, declining crude oil production weakens stability, but renewable energy development offers significant potential. However, infrastructure limitations and global oil price fluctuations remain significant challenges. Policy implications underscore the need to integrate food and energy strategies, combining agricultural technology, fertilizer subsidies, and accelerating renewable energy development. Green infrastructure, including clean-energy irrigation systems, can enhance resilience while reducing carbon emissions. Strengthening disaster risk management through early warning systems and local crop diversification is also vital. Additionally, energy price-stabilization policies, such as buffer stocks and fiscal incentives for renewables, are necessary to reduce dependence on global markets. Overall, the findings underscore the importance of a multisectoral, evidence-based approach to building sustainable resilience in the SULAMPUA region.
Urbanization and Elderly Welfare: Dynamic Evidence from Indonesia Dwipatna, I Made Jyotisa Adi; Andriani, Shadry; Regina; Darwin, Dirmansyah; Sumarwadji, Hafid
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6710

Abstract

This study examines the relationship between urbanization and elderly welfare in Indonesia by integrating social, economic, and demographic dimensions, addressing the widely held assumption that urban development automatically enhances the well-being of older populations. Using balanced panel data from 34 Indonesian provinces for the period 2017–2022, obtained from the Indonesian Central Bureau of Statistics and the Ministry of Health, the study employs a dynamic panel model estimated through the Generalized Method of Moments (GMM) to capture short- and long-term effects while accounting for endogeneity. The results indicate that past elderly welfare conditions do not significantly influence current welfare levels. Urbanization is found to have no statistically significant effect on elderly welfare in either the short or long term. In the short term, health facility availability, poverty levels, and the proportion of elderly individuals negatively affect elderly welfare, whereas economic well-being exerts a positive influence. In the long term, economic well-being remains a key positive determinant, while the proportion of elderly individuals continues to have a negative effect. Overall, the findings demonstrate that elderly welfare in Indonesia is shaped primarily by socioeconomic factors rather than by the pace of urbanization. The study contributes original policy-relevant insights by challenging urbanization-centered development strategies and emphasizing the importance of targeted economic empowerment and inclusive social protection systems to improve elderly welfare.

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