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Pinisi Business Administration Review
Published by Universitas Negeri Makassar
ISSN : 26566524     EISSN : 27757102     DOI : 10.26858
Core Subject : Economy, Science, Education, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other
Pinisi Business Administration Review published with the process of peer review and open access with ISSN (Print): 2086-6364. published twice a year in March and September in the field of business administration. Pinisi Business Administration Review is a publication media to channel scientific work of lecturers, theoretical, and practitioners in the fields of business administration, economics, management and observers of business administration.This journal was published by the Business Administration Study Program of the Faculty of Social Sciences, Makassar State University. Publish the results of research, original thinking, development, teaching, popular writing, and book studies in the fields of business administration, economics, management with peer review and open access processes.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 150 Documents
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Analysis of the Implementation of Business Strategies in Increasing the Competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Cendana District, Enrekang Regency Hanisa, Nur; Rizal S, Muh; Kasmita, Maya; Rivai, Andi Muhammad
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76220

Abstract

Analysis of the Application of Business Strategies in Increasing the Competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Cendana District, Enrekang Regency, Thesis, Faculty of Social Sciences and Law, Department of Administrative Sciences, Business Administration Study Program, Makassar State University. Guided by Muh Rizal and Maya Kasmita. This study aims to determine the implementation of business strategies and factors that affect the competitiveness of Micro Business actors. The method used in this research is qualitative method, which is a research method used to examine natural objects, where researchers are key instruments. Data collection techniques through observation, interviews, and documentation, informants from this study amounted to six people consisting of six micro entrepreneurs in Cendana District, Enrekang Regency. The results show that every Micro business actor seeks to improve the position of their products in competition in the market, because products are outputs of production process activities offered to the market to get attention, bought, used or consumed that can satisfy wants or needs and are one of the factors that can affect competitive advantage. Supporting factors that affect competitiveness are products offered that are durable / durable, business actors always innovate on their respective products, have their own unique products, the prices offered are very stable while the inhibiting factors are the use of social media that is not optimal, the ability to collect information on consumer needs is still lacking, and sales distribution is still limited in Enrekang Regency. Keywords : Business strategy, MSMEs, competitiveness
Brand Image Analysis on Le Minerale Product Purchase Decisions: A Qualitative Study on Students in Makassar City Seppa, Yusi irensi; Aslinda, Andi
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.77061

Abstract

Brand image is formed when consumers respond to differences between brands that result in a purchase decision. This study aims to find out the analysis of brand image on the purchase decision of Le Minerale products: Qualitative study in students in the city of Makassar. The type of research used is a qualitative descriptive approach that can help researchers by explaining the reality in the field. Data collection techniques are in the form of observation, interviews, and documentation. Data analysis techniques in the form of case studies include data collection, testing, categorization, and combining various data. A collective case study was conducted to draw conclusions or generalizations on the phenomenon of the case. The results of the study show that  the positive image of the Le Minerale brand provides benefits for the company to be better known by consumers. Consumers will make purchasing decisions to buy products that have a good image. The company's image is based on the trust and reality of the company that produces quality Le Minerale Brand bottled water. Product image with consumer knowledge of the product and good impression. Consumer knowledge to know the easily recognizable characteristics of Le Minerale products. The image of the user from the user's impression of the product. Good impressions from consumers include the taste in the product that is a characteristic of the sweetness, namely the sweetness that is easy to remember and attached to the consumer's mind, as well as the impression of product quality. The purchase decision structure explains that product selection can be seen from satisfaction and confidence in choosing products, product selection can be seen from the firmness of choosing brands, the selection of purchasing channels can be seen from the decision in determining product providers, purchase time can be seen from determining when to buy products, and payment methods.  
The Application Of Marketing Content In Improving Customer Engagement Harlog Studio In The City Makassar Lira, Darmais; Aslinda, Andi; Baharuddin, Aris
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76223

Abstract

Application of Content Marketing to Increase Customer Engagement at HarlogStudio in Makassar City is one way to find out content marketing that can be used in running a business. The problem that arises is how to apply content marketing in increasing customer engagement and the determinant factors in its application.To achieve this goal, data collection techniques are used through observation, interviews, and documentation. The data is processed using a qualitative approach. This study took 5 (people) with representatives and met the criteria in this study. Source of data in this research is primary data. The interview technique was carried out in a structured manner using interview guidelines. The results of this study indicate that the application of content marketing in increasing customer engagement at Harlog Studio in Makassar City, namely business founders in marketing their product content can reach a wider audience and more consumers so that they are assisted by social media. The social media used are Instagram, Facebook, the YouTube platform and the official website page. Even though the application of content marketing at Harlog Studio has not been maximized, consumers who have used the service have covered the Makassar city area. Second, the supporting factors in the application of content marketing in increasing customer engagement are by utilizing social media to reach more consumers and facilitate promotion. Third, the inhibiting factor is that there is no schedule for posting content so that the available content has not been updated. Keywords: content marketing, digital marketing, customer engagement
Consumer Legal Protection on the Right to Refund in Paid Digital Applications Wardah, Siti Syarifah Wafiqah; Syarifuddin, Syarifuddin
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76803

Abstract

The development of subscription-based paid digital application services such as Netflix, Spotify, and YouTube Premium has changed people's consumption patterns, but has raised legal issues related to refund rights due to service failures, unilateral cancellations, or system errors. This study analyzes consumer refund regulations in Indonesia, the obstacles to their implementation, and formulates an ideal protection model through a normative approach with legislative, conceptual, and comparative analysis. The results show that refund regulations in Indonesia are still general (Consumer Protection Law, Electronic Information and Transaction Law, Government Regulation No. 80/2019) and not specific to paid digital services, with obstacles including slow refund processes, disadvantageous standard clauses, and low consumer literacy. A comparison with the European Union, the United States, and Singapore confirms the need for a cooling-off period, a chargeback mechanism, and contextual regulations. This study affirms refunds as a basic consumer right by Nasution, part of distributive justice by Rawls, and requires the regulation of standard clauses in digital contracts. In practical terms, this study provides input for regulators such as the Financial Services Authority and the Ministry of Communication and Information Technology, business actors, and consumers in strengthening justice and trust in the digital ecosystem.  
Implementation of Public Service Digitalization at The Tawiri Village Office Teluk Ambon Districk Ambon Kastanya, Siska Lorensa; Ubjaan, Jusak; F.G.Renyut, Selvia
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76225

Abstract

This research aims to analyze the implementation of public service digitalization at the Tawiri Village Office, TelukAmbon District. In the era of technological advancement, digitalization has become one of the solutions to improve the efficiency and quality of public services. This study employs a descriptive method with a qualitative approach to illustrate how information technology is implemented in village administrative services, such as letter issuance, population data management, and communication between residents and village officials.. The findings reveal that the implementation of digitalization has provided convenience for the community in accessing services, accelerated administrative processes, and reduced the risk of data errors. However, challenges remain, such as the limited number of human resources skilled in technology and the uneven distribution of internet infrastructure, which hinder the optimal digitalization process in Tawiri Village. This study recommends further training for village officials and improvements in access to and quality of technological infrastructure to support the smooth implementation of digitalizationKeywords:  Digitalization; Public Serice; Tawiri Village 
Effect of Product Quality on Brand Switching (Studies In Consumers Handbody Marina at the Faculty of Social Sciences and Law, Makassar State University) Aulia, Nur; Akib, Haedar; Kasmita, Maya; Syarifuddin, Syarifuddin
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76221

Abstract

Effect of Product Quality on Brand Switching (Studies In Consumers HandbodyMarina at the Faculty of Social Sciences and Law, Makassar State University). Thesis. Business Administration Study Program. Administration Science Department. Faculty of Social Sciences and Law. Makassar public university. Supervised by Haedar Akib and Maya Kasmita. This study aims to determine the effect of product quality on brand switching on consumers handbody Marina at the Faculty of Social Sciences and Law, Makassar State University. This study uses a type of quantitative research. To achieve this goal, the researchers used a collection technique through questionnaires, observation, and documentation. Sampling technique using non-probability sampling namely by method purposive sampling. The sample used in this study was 96 respondents. Data obtained from the results of analysis using the SPSS software program Statistic version 25 which consists of validity test, reliability test, normality test, simple linear regression analysis, correlation test product moment, and test the coefficient of determination. The results showed that the indicators used for each variable, namely product quality (X), were in the very high and variable categories brand switching (Y) is in the high category. This shows that the product quality variable has a positive and significant influence on brand switching on consumers hand body Marina at the Faculty of Social Sciences and Law, Makassar State University. As well as the coefficient of determination obtained shows that brand switching influenced by product quality of 68.2% and the rest is influenced by other factors. Keywords: Product quality, Brand Switching, Handbody Marina 
Analysis Competitiveness Improvement Strategy Product Rice of Perum Bulog Cabang Makassar. Amalia Nur, Mufridha; Darwis, Muhammad; Rivai, Andi Muhammad; Niswaty, Risma
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76224

Abstract

Analysis of Strategies for Increasing the Competitiveness of Rice Products at the Perum Bulog Cabang Makassar.. Thesis. Business Administration Study Program. Faculty of Social Sciences and Law. Makassar public university. (Supervised by Muhammad Darwis and Andi Muhammad Rivai). This study aims to determine and analyze strategies to increase the competitiveness of rice products at the BulogBranch of Perum Makassar. To achieve this goal, this study used a qualitative approach, this study took five respondents, consisting of A.M Retail, Direct and E-Commerce, A.M Distributor, Commercial Staff, and consumers. Data collection procedures used were in-depth interviews and documentation. The interview technique was carried out in a structured manner using interview guidelines. The results of this study indicate that the Makassar Branch of Bulog Perum has implemented a good and effective strategy to increase competitiveness in accordance with Michael E. Porter's theory. In carrying out the implementation of the competitiveness improvement strategy, Perum Bulog Makassar Branch conducts research on low-cost strategies, product differentiation strategies, innovation strategies, growth strategies, and cooperation strategies to determine a competitiveness strategy.Keywords: Strategy for Increasing Competitiveness, Rice, Perum Bulog 
Innovation in Public Service Management in an Effort to Increase Economic Investment in Indonesia Rizal S, Muh; Kurniawan, Kurniawan; Abdullah, Faizal; Hikmah, Nurul Hidayatun
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76291

Abstract

This research discusses public service management innovation in an effort to increase investment in Indonesia. This article is based on Law Number 25 of 2009 concerning Public Services. This research method uses a qualitative descriptive approach. Data collection techniques were carried out through library studies and online data documentation. The focus of this article is the concept of public service management innovation in an effort to increase economic investment as well as forms of implementing public service innovation in an effort to increase economic investment in Indonesia. The results of the discussion show that (1) Public service management innovation has several service dimensions, namely, reliability, responsiveness, assurance, empathy, and physical evidence. The government's steps as the public sector in encouraging investment include providing assistance to business actors, developing infrastructure, improving regulations and improving the licensing process. (2) Forms of implementing public service management innovations in an effort to increase economic investment in Indonesia include Electronic Integrated Licensing System (OSS), E-Government, Integrated Investment Monitoring System, One Stop Integrated Services (PTSP), Integration between Central and Regional Governments, Elimination of Overlapping Regulations, More Flexible Regulations, Training and Development of Public Employees, Adequate Supporting Infrastructure, Whistleblowing System, Public Service Quality Assessment System, Private Involvement in Service Provision, Special Economic Zones (SEZ), and the existence of an Investment Information Portal.Keywords: Innovation, Public Services, Investment, Economy
MSME Product Innovation Strategy in Facing Global CompetitioninMakassar City Zainal, Henni; Mahmud, Muh Nasir
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.76268

Abstract

This study aims to identify and analyze the strategies implemented by MSMEs in Makassar City in facing global competition. The main focus of this study is how MSMEs adopt innovation in products, digital marketing, and human resource capacity building to increase competitiveness and business sustainability. The research method used is a mixed-method approach, with data collection through literature studies, analysis of official documents, and reports from the Cooperatives and MSMEs Office regarding MSME growth trends from 2021 to 2023. The results show that product innovation strategies, the use of digital technology in marketing, and access to capital through partnerships with financial institutions contribute to MSME growth, as reflected in the increase in the number of developing businesses from 34% in 2021 to 71% in 2023. However, challenges such as low digital literacy, limited access to international markets, and intense competition with global products remain major obstacles. To strengthen the competitiveness of MSMEs, synergy is needed between the government, academia, and the private sector in providing training, mentoring, and more inclusive access to financing. The results of this study indicate that innovation supported by a conducive business ecosystem can increase the competitiveness of MSMEs in Makassar City and simultaneously stimulate local economic growth. Recommendations are provided for strengthening digitalization-based policies and economic inclusion to support MSME development. 
Pasipiri Bukkang: Socio-Economic Dynamics of Coastal Communities and Implications for Increasing Mangrove Crab Production in Bone Regency Triadi, Feby; Asdar, Muhammad; Faidzaturrahmah, Nur; Arif, Arnawan; Awaluddin A, M
Pinisi Business Administration Review Volume 7 Nomor 2, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pbar.v7i2.59614

Abstract

Mangrove ecosystems play a strategic role in maintaining the balance of the coastal environment while simultaneously supporting the local economy, particularly through commodities such as mangrove crabs. However, the relationship between conservation and productivity is often fraught with tension, particularly when economic pressures and external interventions are not aligned with local value systems. This study aims to examine the socio-economic construction of coastal communities in Bone Regency. A qualitative approach was used, using a case study method, collecting data through in-depth interviews, participant observation, and documentation. Data were then analyzed thematically, supported by the theoretical frameworks of Berger & Luckmann, Bourdieu, and Giddens. The research findings indicate that communities collectively understand mangroves as both ecological and economic entities, shaped by empirical experience and local values. This construction directly impacts attitudes toward conservation: communities that view mangroves as part of life are more likely to preserve them. However, short-term economic pressures, unequal access to information, and decontextualized intervention programs create a paradox between the needs of productivity and sustainability. The study concludes that successful conservation depends not only on an ecological approach alone, but also on a deep understanding of the social logic of coastal communities.

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